Total Brand Licensing Summer 21

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Editorial Comment

Thoughts from the editor

8 News

Buzzfeed, F1 Esports, Cosmopolitan, Laura Ashley,Nautica,, Frank Lloyd Wright, Van Gogh and more

13 It’s gr-r-reat!

The rebranding of Tony the Tiger

14 Brands that Tempt!

Route 66 and Hi Puppy

18 Jewel Branding & Licensing

New Clients and key initiatives

22 Cover Story: V&A

Inspiring home interiors, fashion and more

28 Heritage Meets Technology

HMS Belfast welcomes World of Warships

30 An Education in Collegiate Licensing

An industry worth $5 billion in retail sales

32 Saturday Evening Post

America’s oldest magazine turns 200!

34 Steven Rhodes

An offbeat, black-humor brand

35 Social Media

Why Influencers need to be in your marketing mix

36 The New Yorker


Licensing an American institution

38 Eat, Drink and Be Merry!

Beanstalk updates food and beverage ranges

40 Breaking the Mould

How a chance meeting led to a billion-dollar brand

41 Shakespeare Birthplace Trust

Expanding into South Korea

42 The World of IMG Licensing

Growing a global footprint

43 All Aboard!

TFL inspires with new Style & Trend guide

44 Profile: Licensing Management International

From British Motor Heritage to Tarzan and Highclere Castle

45 The Longevity of Art & Culture Licensing

Transforming artefacts into merchandise

46 Brand Liaison to the Rescue!

Lifeguard Brand expands licensing program

47 Sports Licensing

Exciting times ahead

48 The Useful Page

Index of advertisers and What’s On

49 Total Art Licensing 54 News 56 61 68 70 73 74

The World of Howard Robinson Creative Sparrow Inspire By Design London Portfolio Okie-Dokie Total Art Galleries







A Total Licensing Group Publication CO-PUBLISHER Francesca Ash CO-PUBLISHER Jerry Wooldridge EDITORIAL DIRECTOR Rebecca Ash OFFICE MANAGER Helen Bowerman JAPAN AGENT Roger Berman, ZenWorks CONTRIBUTING WRITERS Caryn Stirling Greg Holtzman John Mybeck Cris Piquinela 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

Welcome to the summer issue of Total Brand Licensing. So here we are, 18 months into the biggest global crisis in modern times, and we have seen a lot of changes over the past year and a half – particularly in retail. While the world turned to online shopping, with online sales in the UK estimated to be around £12.8 billion annually, many have wondered what will happed to the traditional brick-and-mortar retail. Total retail sales in the United States were projected to amount to 5.35 trillion U.S. in 2025. Even as some countries start to go back to ‘normal’, the ongoing uncertainty around variants of the virus mean that really, there might not be a normal to return to. Many argue that trends that are taking place now have merely been accelerated by the world in Covid, such as the rise and rise of e-commerce, experiential marketing, and social media as a viable platform for shopping and finding consumers. This issue of Total Brand Licensing exemplifies the very diverse nature of brands and the new and innovative ways that brand owners are reaching fans. There is also an ongoing trend for consumers turning to trusted brands in times of crisis. The heritage market, for example, continues to thrive, and you can see this is our features on the V&A, Shakespeare Birthplace Trust, and HMS Belfast, as well as many other examples of interesting ways of keeping a heritage brand fresh in the modern eye. We also have the nostalgia element, which is very popular, with our features on the Saturday Evening Post as well as The New Yorker. People are again and again turning to trusted and dependable brands. In this issue we cover some expert comment and advice – from everything from how to work with influencers for your marketing strategy to a tutorial in collegiate licensing. You will also find the summer issue of Total Art Licensing here, looking at the varied and wonderful art created by some of the talents in the industry with enormous licensing potential. The variety of content in these two issues shows how the industry has risen to the various challenges and adapted to the very real changes that we all must get used to. From all at Total Licensing, we wish you a happy and successful summer, and hope to see you – online or in person – very soon,

Rebecca Ash Editorial Director

Total Brand Licensing is published quarterly by Total Licensing Ltd in the UK. ©2021 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. Images are reproduced with permission from their owners.







BUZZFEED ANNOUNCE NEW CANNABIS PRODUCT LINE WITH NUG BuzzFeed has announced its first-ever cannabis product is launching through a licensing partnership with NUG. BuzzFeed is the first publisher to enter the cannabis market directly, and together with NUG they will launch 3 different NUG x Goodful co-branded flower prepacks which will be available at select NUG retailers in California this summer. BuzzFeed’s licensing business is a modern take on a historically traditional business, which extends their hit viral content into real life products for their audience, giving them new ways to engage with the iconic Buzzfeed brands. From the award-winning Tasty kitchenware line at Walmart to BuzzFeed & Bellesa branded sex toys, Buzzfeed is pioneering the way for media companies to license their brand while also driving innovation in consumer products. NUG, Inc. is a premier, state-licensed, and vertically integrated California cannabis company and brand. Founded in 2014, NUG controls all aspects of the cannabis product life cycle - cultivation, extraction (THC & CBD), manufacturing, distribution and retail. The seed-to-sale approach allows NUG to create a wide variety of quality products and manage the environment in which they are sold, bringing more value to the cannabis customer.

F1 ESPORTS TOURNAMENT For the first time, fans will be able to compete in an F1® Esports tournament from August in partnership with Firemonkeys Studio, an Australian-based creative arm of Electronic Arts (EA). Players of Real Racing 3 will get the chance to win exclusive prizes in the latest update, including tickets to the Grand Prix. “Formula 1 is the biggest motorsport in the world, and we are excited to continue to bring not only the most authentic Formula 1 content on mobile to Real Racing 3, but also the worldfirst F1 RR3 Esports Global Challenge to our players and fans,” said Joe Donoghue, General Manager of Firemonkeys Studio. Ellie Norman, Director of Marketing and Communications at Formula 1, continued: “We’re very excited to be bringing F1 Esports to Real Racing 3, as we continue to build our presence within the mobile gaming landscape. We hope the competition will see more people than ever before engage with F1 Esports on mobile as they battle it out for fantastic prizes.”


LOUNGEFLY ANNOUNCES PARTNERSHIP WITH MAJOR LEAGUE BASEBALL Loungefly, the fan-forward lifestyle brand from Funko, Inc. has announced its latest partnership with Major League Baseball (MLB), featuring a signature line for the Los Angeles Dodgers, San Francisco Giants, Chicago Cubs, Boston Red Sox and New York Yankees. Available to fans from mid August via, the highly-anticipated accessories collection will feature mini backpacks, crossbody bags and wallets. Made with Loungefly’s high-quality and durable vegan leather (PU), the collection include appliques, debossed team logos, a custom team lining and signature Loungefly x MLB logo metal plaque on each item. The Loungefly brand intricately designs backpacks, wallets, totes and crossbody bags to apparel, collectible enamel pins and other small accessories to tell wearable stories inspired by the most beloved properties in the world. Crafted with care and precision - leaving no detail overlooked - fans find value in every stitch as bag zippers to printed linings showcase their authentic passion for the fandom that they proudly wear. Since becoming part of the Funko family in 2017, Loungefly has also expanded with Stitch Shoppe, the brand’s first high-end apparel line that launched in 2020 to promote body positivity, and Loungefly Apparel, a casual apparel line for fans, in May 2021.

EPIC GAMES PARTNER WITH FERRARI Epic Games is partnering with Ferrari to bring one of the carmaker’s legendary sports cars to Fortnite, the two companies announced recently. Fortnite is already well-known for its celebrity and brand collaborations, but the Ferrari coming to the game, the 296 GTB hybrid sports car, is the first licensed car to appear in the hugely popular battle royale shooter.






TSBA SIGN WITH AMERICAN GOLF FOR THE OPEN TSBA Group has secured a five-year partnership with American Golf, Europe’s golf retailer, to design and exclusively retail an officially licensed range of products inspired by The Open. The core product range will include apparel – designed under American Golf ’s Stromberg label – for men, women and children including polos, shorts, trousers, and waterproofs, as well as stylish, high-tech golfing accessories and equipment including tees, golf bags, luggage, and trolleys. Officially launching in 2022 to coincide with The 150th Open, the range will include designs celebrating this significant milestone in the Championship’s prestigious history. Since The R&A held the first tournament in 1860, The Open has seen more than 120 golfers lift the coveted Claret Jug after facing and mastering the unrelenting challenges of The Open’s links courses. The range, which will be available exclusively via American Golf ’s 96 stores across the UK and Republic of Ireland, along with its online store, is set to appeal to golfers at every level. Jo Edwards, Head of Global Licensing at TSBA Group said: “We are delighted to have secured this long-term partnership between American Golf and The R&A. One of the key objectives of the licensing programme is to make The Open accessible to all, 365 days of the year; American Golf ’s significant retail presence will help us in this goal with a range of The Open apparel, accessories and equipment for every golfer.” Gary Favell, CEO at American Golf said: “Partnering with The R&A on a new range of apparel, accessories and equipment for The Open is incredibly meaningful for us. This range will provide golfers of every level with the kit intended to make them feel like they’re stepping out to play at the Open Championship – affordable without compromising on quality, we will ensure that we are behind every golfer.” Neil Armit, Chief Commercial Officer at The R&A, said, “We look forward to working with American Golf over the next five years and seeing them develop a range of exciting and affordable products for consumers of all ages ahead of The 150th Open being played at St Andrews next year.”



Maurizio Distefano, Italian licensing agent for the International Space Archives (ISA), has announced an agreement with Hermet, a homeware company with extensive expertise in licensing collaborations, to develop a bedding and homeware line inspired by the ISA. Hermet will create a bedding collection consisting of bedding sets and quilts and a homeware collection including bathroom and kitchen textiles, living room rugs and cushions, tableware and beach towels, both of which will be customized with stunningly beautiful images of space exploration missions and the famous symbol of the American space programme. The collection will be distributed in mass-market stores, in specialty stores for home furnishings, and online. Over the past fifty years, manned and unmanned space programmes in the United States and other countries have amassed a huge amount of still and motion photography which is unique in its scope and splendour. For the first time ever, the International Space Archives has brought together the best of this still and video imagery into one comprehensive collection which is available for licensing worldwide through LMI Ltd, and in Italy through MDL. The Mission Patches, photos, films and video contained in the archive come from a variety of sources including, of course, the American space programme, as well as the international space programmes of Russia, Japan, China, India and the European Union.






COSMO SUN BY COSMOPOLITAN LAUNCHED Cosmopolitan has partnered with 25-year sun care industry veteran, Devoted Creations, to launch CosmoSun by Cosmopolitan, a luxury sun care and self-tan line. Created in a deal brokered by IMG, the cruelty-free, vegan and nut-free collection is suitable for all skin types and consists of five sunless tanning essentials: Sunless Mousse with instant color, Instant Body Bronzer wash off formula, Sun Lotion with Shimmer, Overnight Sunless Lotion and Liquid Sunshine tanning water. Additionally, there are three sun care products: Water resistant sunscreens in SPF 30 and 55+ and an Aftersun Moisturizer with soothing cucumber and aloe. The Applicator Mitt completes the range. The line is available now in the US at Amazon and; in Italy at Capello Point (online and in-store); and in Russia at Beauty Factor. CosmoSun by Cosmopolitan pairs premium ingredients and luscious aesthetics for a lavish pampering experience. CosmoSun’s core was built on the ever-moving lifestyle of Cosmopolitan readers and aims to exceed their current sun care expectations. “Cosmopolitan’s audience has always had a strong enthusiasm for outdoor fun and an equivalent level of attention to their skin’s health,” says Angela Kim, Director of Hearst Global Licensing. “So, we are pleased to finally present this line of sun care products. Especially now, with renewed eagerness in many countries to get outside and socialize with their loved ones, this partnership with Devoted Creation is timelier than ever.” “When we sat down with Cosmopolitan, the goal was a standout collection,” said Lewis Henry, President of Devoted Creations. “From our years in the industry, we thoroughly understand users expect to look and feel fantastic when using these types of products. It was paramount we use well thought-out and reputable formulas, like the ones we’re known for, when creating the CosmoSun Collection. In our collaboration with Cosmopolitan, we were able to capture the Cosmopolitan essence through all aspects of the product line and deliver a great user experience. We’re thrilled to see CosmoSun by Cosmopolitan come to life and looking forward to the amazing results users will experience.”


UBISOFT PARTNER WITH TINDERBOX Video game company, Ubisoft, are partnering with Tinderbox – the digital division of Beanstalk, to represent their top selling gaming franchises, Just Dance and Far Cry for licensing across Europe. Tinderbox will support both franchises, Just Dance and Far Cry, by expanding the European consumer products footprint into new categories and channels, pursuing opportunities across fashion, collectibles, home, gifting and novelty, consumer electronics and more. Since 1986, Ubisoft have created worlds for everyone. They are dedicated to enriching the lives of their players by developing high-quality games that resonate with all kinds of personalities, bring people together, and allow everyone to learn and grow while having fun. The seventeen-year-old, Far Cry franchise features open-world, first-person shooter games known for beautiful wilderness environments and survival thematics. Today there are over 60 million unique players in the franchise, and the next title, Far Cry 6, is to be released on October 7th, 2021. Just Dance is the #1 Music Video Game franchise of all time. With 11 titles, 80 million games sold, and more than 138 million registered players worldwide, this mainstream brand is more than a video game: it is a worldwide phenomenon. This evergreen franchise invites players to have fun playing with their family and friends, or to keep fit, exercising at home to classic songs and the latest hits. The next title, Just Dance 2022, will release on November 4th, 2021. Dave Tovey, Head of Tinderbox at Beanstalk, said “We are thrilled to be partnering with Ubisoft in developing consumer product programmes for their top selling titles. Far Cry is one of the biggest gaming franchises, with a passionate fan base that is eager for more consumer touch points. Just Dance is the ultimate definition of a cross-generational gaming experience, delighting fans from Gen Z, Millennials and beyond. The team at Tinderbox are excited to get started and establish exciting and engaging brand extensions at retail on behalf of Ubisoft.”


Tony the Tiger

It’s Gr-r-reat!

Pink Key Licensing’s Richard Pink, talks us through a new style guide for one of their most popular brands! stateside) his appearance has changed more than once. He’s had a son, a wife and we’ve also been introduced to his mother! However, the character and values of Tony have never really changed and he has always been synonymous with his catchphrase. You only have to say, ‘They’re Gr-r-reat!’ in that voice and everyone knows who you are talking about. (I do a pretty good impersonation-ask me if you see me!)

“Born in 1951, he’s 70 years old this year. To attain his spot as an iconic mascot he saw off competition from Katy the Kangaroo, Elmo the Elephant and Newt the Gnu. He was drawn by the same group who created the Jolly Green Giant and his voice for over 50 years came from the phenomenally named Thurl Ravenscroft. I can only be talking about much loved advertising icon and mascot, Tony the Tiger. In the many years that he has been the spokesman for Frosties (Frosted Flakes if you are

My own personal favourite memory of Tony was an ad you can still find on YouTube: set in a proper cowboy landscape and called ‘The legend of Tony the Tiger’, it signs off with the tag line ‘who was that striped man anyhow?’ It still makes me laugh – but I digress….. Since Pink Key began licensing seriously in 2010, Tony has been a large presence in what we do. He has been the centrepiece of our stand at BLE many times and one of the main attractions for our many licensees. Tony apparel has appeared in retailers globally, ranging from regular appearances in Zara, Primark and H&M, all the way up to Bloomingdales and his take-over of Anya Hindmarch’s central London store with a range of Tony handbags. Trends come and trends go but we count ourselves exceptionally fortunate that we have a number of brands and characters that people seem to gravitate towards, and Tony is very near, if not at, the top of that list. But, other than his magic 70 years, there are a


couple of things to get very excited about for our striped companion. There is a burgeoning interest in our boy which is going to be translated into product hitting the market globally in Q1 2022. ‘Why is this?’ I hear you cry. Well, dear reader, it just happens to be the Chinese Year of the Tiger, and if there is a more loved and known Tiger who can represent this, then I’d like to meet him (Tigger who ….?). However, in addition to this we have our very first brand spanking new style guide, 100% dedicated to the man himself, or rather, the cat. It’s full of new art that reflects Tony’s rich

heritage, history, values, his unmistakable appearance and his ‘can do’ attitude. The new guide places Tony in a totally contemporary setting with some fantastic design executions, slogans, patterns, badges and backgrounds, along with themes covering, amongst others, sports and holidays. The initial response we’ve have has been really positive and we can’t wait to see some of the product that our licensees are going to be developing using the new guide. We think it’s a huge step forward for the development of Tony and, what’s more, …’s Gr-r-reat (sorry, I couldn’t resist)! “



Fragrances that stand for limitless freedom and irrepressible masculinity:

ROUTE 66 Fragrances launch in summer in Europe ROUTE 66 stands out with its distinctive and unique design: The iconic ROUTE 66 emblem adorns the flacons and boxes, which adventurers come across repeatedly on the Mother Road. The boxes also trigger the call for freedom: The individual, nostalgic collage motifs in grey, red and blue of the various destinations make them really stand out. The roughness of the embossed boxes symbolises the real sense of masculinity that these fragrances characterise. The high-quality, rounded flacons are grey, red and blue to match the packaging of PAGE 14

each fragrance. The silver-coloured closure adds another remarkable design feature and underlines the distinctive masculinity on show. Undoubtedly a cool design that expresses the longing for freedom and adventure! Riding your Harley past old car wrecks and roadside diners, a quick stop in a bar off the beaten track for a drink, then put the pedal to the metal and drive past the legendary Grand Canyon. Limitless freedom, coolness, masculinity – this is what the world-renowned Route 66 on the American highway

represents. The fragrance collection from the new ROUTE 66 brand embodies this spontaneous, authentic lifestyle and the various destinations that wearers encounter on the “Mother Road”.

ROUTE 66 – Easy Way of Life The scent of gasoline that hangs over Route 66 is synonymous with the sense of adventure and freedom. Passing old car wrecks and decrepit diners, any man travelling along Route 66 is left to his own devices on the seemingly endless road. The road is lined by numerous TOTAL BRAND LICENSING

PROFILE ghost towns that are mere reminders of what the former “Mother Road“ once had to offer. Nostalgia is in the air. Confident in its own allure, it exudes a balance of strength and coolness, masculinity and independence.

the bar, their eyes meet. A little wink and a smile suggest what else the evening may have to offer.

ROUTE 66 – The Road to Paradise is Rough

Route 66 passes the legendary Grand Canyon, Indian communities in the desert, and cities of various sizes before finally arriving at the golden beaches and sunshine of Los Angeles – the City of Dreams.

The air is filled with a cloud of dust as the ROUTE-66 man pulls into the gravel parking lot of a bar on his Harley. Things are in full swing. He nonchalantly orders his usual drink and notices the exuberant mood with a mischievous smile on his face. As the bartender prepares his drink behind


ROUTE 66 – From Coast to Coast

The city represents a meeting place for all the adventurers and freedom seekers who come off Route 66. Congregating with barbecues and beers on the beach, the free spirits share stories of the journey and reminisce together.

A captivating fragrance with a sporty freshness and very vibrant notes, combined with a woody masculinity in the heart notes. ROUTE 66 fragrances will be available from the beginning of September 2021 in selected drugstores and supermarkets throughout Europe as well as on various online shops. More information on the brand ROUTE 66 is available at: With regards to the ROUTE 66 Fragrances, please contact the MÄURER & WIRTZ team for any questions: Vivian Verhoff, Zweifaller Straße 120 52224 Stolberg / Germany; •



AEROSOLES TEAM UP WITH LAURA ASHLEY Contemporary footwear brand, Aerosoles, has announced a special collaboration with British heritage lifestyle brand, Laura Ashley. The capsule, which is available for purchase on aerosoles. com and, offers a carefully curated assortment of fashion silhouettes with a modern twist - pairing Aerosoles’ vegan materials with Laura Ashley’s nostalgic prints. Aerosoles AWARE x Laura Ashley brings Aerosoles’ refreshed and modern brand positioning to the forefront, providing stylish footwear essentials that women love to wear. “We’re thrilled to partner with this beloved lifestyle label during such a pivotal moment in Aerosoles’ history,” notes Aerosoles CEO, Alison Bergen. “A collaboration between the brands was a natural fit, celebrating the statement-making mix of Laura Ashley’s legendary archive prints with Aerosoles’ footwear design expertise.” Pairing the innovative vegan constructions of Aerosoles’ new eco-conscious line, Aerosoles AWARE, with the nostalgia of Laura Ashley’s charming floral prints, the statement-making designs are thoughtfully crafted and built to last. In line with Aerosoles’ efforts to help create a better planet through a reduced carbon footprint, the capsule utilizes beautiful premium vegan materials, further supporting the brand’s mission for a more sustainable future. In addition, Aerosoles has pledged 1% of collection sales to nonprofit organizations vetted by 1% for the Planet - a global movement of purpose driven businesses. “Creating a footwear collection with Aerosoles is a natural extension for the brand,” notes Penne Cairoli, President of Laura Ashley USA. “Lending our iconic prints to a fashionable yet wearable and eco-conscious capsule is a perfect fit for our customers who see Laura Ashley as an extension of their personal style.” In conjunction with this exciting footwear collaboration, Aerosoles has also curated a digital “Cottage Shoppe” of vintage Laura Ashley styles and complementary fashion and home decor pieces. The shoppe’s focus on quality secondhand pieces reinforces Aerosoles’ growing commitment to sustainable practices and encourages mindful shopping. Featured exclusively on, the Cottage Shoppe presents a fresh take on cottage-inspired romanticism, harmoniously balancing nature and elevated style.


NAUTICA ANGLING LINE LICENSED Nautica, one of the world’s most recognizable lifestyle brands, and MS Apparel, a full-service apparel and accessories company, have joined forces to introduce Nautica Angler, a new line of fishing and outdoor apparel. Nautica, owned by Authentic Brands Group (ABG), a global brand development, marketing and entertainment company, ventures into uncharted waters with this exciting brand extension.

Through the partnership, MS Apparel will design, produce and distribute an all-new collection branded under a new label, Nautica Angler. Constructed for life in the great outdoors, the collection will feature high-quality performance elements including moisture-wicking, UV protection and stain resistance, as well as cooling, and quick-dry technology. “We are excited to extend Nautica into the outdoor and fishing space and have carefully developed Nautica Angler to stay true to the brand’s core DNA which is rooted in an active outdoor lifestyle,” said Jarrod Weber, Group President Lifestyle, Chief Brand Officer at ABG. “MS Apparel’s expertise in the outdoor space is second to none and our partnership represents a significant opportunity to tap into the thriving outdoor market.” “We are thrilled to launch Nautica Angler and partner with ABG in the process,” notes Doug Marchisello, President/ Head of Marketing & Design at MS Apparel. “Nautica Angler pulls together traditional outdoor and fishing essentials in apparel while pairing new techniques and features in sublimation, water camo, core active, and more youthful performance knitwear for outdoor and fishing enthusiasts.” Nautica Angler is being developed for specialty retailers, select department stores and direct- to-consumer channels with a targeted launch in Spring 2022.


The 2021 winners will be unveiled on Wednesday 20 October 2021 A lavish afternoon event at Hilton Park Lane, London


New Clients and Key Initiatives from

Jewel Branding & Licensing Jewel Branding & Licensing (JBL) is excited to introduce recently signed clients and highlight key initiatives with their roster of design-based brands at the 2021 Licensing Expo Virtual. Jewel is highlighting their roster of designers that celebrate diversity and personal expression “We are proud to represent a diverse portfolio of designers and want to shine a spotlight on our multicultural clients,” said Julie Newman, Founder and CEO of Jewel Branding & Licensing. “We are committed to diversity and inclusion and have an incredibly talented group of women from all backgrounds that bring their distinct style and point of view to consumer products.” EttaVee. 2021 has been a banner year for artist Jessi Raulet’s brand, EttaVee. Her vibrant designs are splashing color on a range of products including her collaboration with Pottery Barn Kids and Pottery Barn Teen for a range of bedding, rugs, pillows, and wall décor that is in store and online now. Her collection of greeting cards celebrating black creators was featured at Target during Black History Month. She recently launched the “Bright Book”, a creativity journal with Better Day Books and has a new collection of lunch totes with licensee Fit & Fresh, which will launch for back to school. Up next for the brand is quilting and apparel fabric with Riley Blake and a new collection of dated goods from Blue Sky launching next year. Bouffants & Broken Hearts. Known for the bold, quirky designs of artist Kenda Dandy, Bouffants & Broken Hearts (BBH) continues to gain global attention. In the US, Jewel signed new categories and major partnerships including greeting cards with American Greetings releasing next year. The brand is also expanding into dated goods with Blue Sky and


Aimee Kestenberg Eyewear several new home decor accessories will launch next year with licensee Enchante. In the UK, SLG signed for gifts & accessories launching at a major retailer this Fall. Additional UK launches include UK Greetings for greeting cards & gifting, Blueprint Collections for stationery, and Cooneen by Design for apparel and home textiles; Moonpig is expanding their offering of personalized cards by Kendra. Several new partnerships were signed in Asia including Kowa for fabric in Japan, Ulkin/ Omniart for apparel & accessories in Korea, and Midea in China for stickers to adorn new dehumidifiers.

She signed a major ceramic tabletop deal with Certified International to include mugs and tea sets that launched this summer. An innovative partnership with ExpressionMed for adhesive tape/bandages for diabetics brings some much-needed cheer to the category, and a new collection of puzzles and Christmas ornaments will launch at Saks Off 5th for holiday this year. In Mexico, her long-standing partnership with Essity Hygiene continues to grow with new product releases slated for this Fall, and a new partnership with stationery company Danpex will bring chic journals and notebooks to market.

Rongrong DeVoe. Fashion illustrator and art influencer Rongrong DeVoe is known for her fun, fashionable drawings that celebrate women in all shapes, sizes, and ethnicities.

CreativeIngrid. The beautiful and distinctive watercolor art of Mexican-born, UK based artist Ingrid Sanchez will adorn a wide range of products. Her new collection of drinkware TOTAL BRAND LICENSING


The Frank Lloyd Wright Bath Collection by Brizo

from Tervis includes stainless steel and wine tumblers that launched last month. She also has a brand-new book called DIW Watercolor Christmas for holiday 2021 available at Target and She will have 2 new bedding collections launch this fall with licensee Peking Handicraft and a partnership with Me and My Big Ideas for planners, stickers, and accessories that will hit retail in 2022. With expertise in cultural institutions and cause-related brands, Jewel continues to develop meaningful licensing programs with products that give back and support charities and organizations. “Cause-related brands are an increasingly powerful force in licensing, combining rich brand heritage and inspiring archival artwork,” said Ilana Wilensky, President of Jewel. “We’re proud to represent an elite group of brands that carry forward their mission and legacy through products that support their important work.” The New York Botanical Garden (NYBG). NYBG’s licensing program had its most successful year ever in 2020, generating critical revenue during a time when the Garden was closed to visitors for months. Highlights included the introduction of NYBG’s third tea collection with Tea Forté, the launch of a new floral subscription service with Bloomsybox,


and the expansion of NYBG’s exclusive collection with Frontgate to include pillows and outdoor décor. Caswell-Massey offers 40+ SKUs of bath and body products in its New York Botanical Garden collection, and recently introduced NYBG fragrances for a new line of smart home diffusers with PURA. Royalties from the sale of licensed products support NYBG’s work in plant research and conservation, horticulture, and education. Rachael Hale x the Humane Society of the United States. Following an introduction at last year’s licensing expo virtual, Rachael Hale joined forces with the Humane Society of the United States on a new co-branded collaboration supporting animals in need. For over 25 years, Rachael Hale has been passionate about inspiring and delighting animal lovers and is thrilled to launch this very special collection that celebrates the unique, lovable animals of Rachael Hale and supports the important work of the Humane

Society, with 50% of net wholesale proceeds going towards the Humane Society and its ongoing fight to end animal cruelty. Products in development include stationery and stickers with new partners to be announced soon! Frank Lloyd Wright Foundation (FLWF). FLWF preserves and celebrates the legacy of America’s most renowned architect and visionary. Through licensing, Wright’s work and ideas are brought to life for the next generation of design enthusiasts. Several new high-profile partnerships will be announced later this year in a range of home furnishing categories. Revenues generated from licensing support the Foundation’s important work in preserving Taliesin and Taliesin West to provide experiences that challenge visitors to build and live better, as well as influencing and educating a worldwide audience about the continued relevance of Wright’s architectural and cultural legacy. In honor of his legacy, the new Frank Lloyd Wright® Bath Collection by Brizo channels the unrelenting artistry and enduring influence of iconic architect Frank Lloyd Wright. Developed in collaboration with the Frank Lloyd Wright Foundation, the full bath suite evidences his revolutionary American style of architecture, beginning with the careful selection of materials down to the meticulous construction of every fine detail. “We have been honored to work with the Frank Lloyd Wright Foundation as we developed and designed this collection,” said Judd NYBG Tea Forte - Fleur Collection



and blooming floral design along with inspirational and modern hand-lettering. The brand has cultivated a community of engaged social media followers, with 160K TikTok followers, and 1M+ views on just 4 of her posts. In a few short months, she has signed with Creative Brands for giftware and Andrews McMeel Publishing for calendars. As leaders in trend-forward design, Jewel is focused on developing licensing programs that are timely and fashionable as well as creative services that can help manufacturers and retailers stay ahead of the curve. Here are a few highlights from the past year:

EttaVee Lord, Senior Director of Industrial Design. “Their dedication to create and inspire in the name of making life more beautiful mirrors our own steadfast commitment to inspire, challenge and elevate the world around us through distinct design and unparalleled craftsmanship. Staying true to Frank Lloyd Wright’s vision of reinvention was core to our product development, and the Foundation’s incredible knowledge and deep reverence for that vision has been invaluable.” National Wildlife Federation (NWF). The mission of NWF is to unite all Americans in giving nature a voice and to ensure wildlife can thrive in a rapidly changing world. NWF has locations in each state where they work tirelessly to support local initiatives for the environment and native wildlife. With a vast archive of images spanning wildlife and nature, there is extensive content for product development. The brand is licensed in home textiles with licensee Britannica, and will launch stationery and calendars next year with a soon-to-be-announced partner. Purchases of NWF products support the nonprofit’s important mission. Jewel is pleased to announce new clients that have been recently signed for licensing representation. “We are always on the look-out for innovative designers and brands with a distinct point of view,” said Newman. “Our goal is to stay ahead of the trends and bring


newness to the market.” Simplified by Emily Ley. Founded by Emily Ley, Simplified is a bestselling brand of planners and organizational tools for busy women. The Simplified brand has a signature style and is known for providing tools that equip, empower, and inspire busy women to simplify their lives. Ley is a best-selling author and podcaster who has been featured in Forbes, Glamour, and Good Housekeeping. Simplified includes a collection of calendars, planners, and office goods available at national retailers including Walmart, Target, Staples, and Office Depot. Alja Horvat. Alja Horvat is a Slovenian artist and influencer whose designs are feminine, earthy, and on-trend. She has successfully collaborated with brands including Anthropologie, Renault, and Fila and is featured in Forbes 30 Under 30 and Cosmopolitan. Alja recently collaborated with The Foggy Dog on adorable dog accessories. She also launched wall art sold through in partnership with AmericanFlat. Her collaboration with Playful Promises for an artist capsule featuring one of her fun designs for sleepwear is slated to launch this Fall. The artist also signed with Fit & Fresh for chic new lunch bags launching Spring ‘22. Loveall Designs. Founded by Allison Loveall, Loveall Design Co. conveys warm, vivid,

Aimee Kestenberg. The award-winning designer globally recognized for empowering women through her functional, trend-setting designs, is expanding her footprint to include eyewear, sleepwear, and luggage. Launched in 2013, the namesake designer brand began with handbags to offer practical luxury for women on-the-go and has grown into a powerhouse with a wide range of product categories available at retailers such as Nordstrom, Dillard’s, QVC, and Plum Pretty Sugar. The west coast lifestyle and beloved bridal brand has expanded into a wide range of categories including tech accessories, cosmetic tools, spa accessories and much more available through department and off-price channels. The PPS collection of planners, calendars, and planning accessories are sold through Staples. Eyewear from Planet Earth Eyewear and lunch totes from Fit ‘n Fresh will be launching in 2022. Creative Services. Jewel is uniquely positioned to offer creative insight into a broad range of interiors and lifestyle categories, with experience across all levels of retail across the United States and beyond. JBL’s suite of creative services provides manufacturers, retailers, and brand owners with customized assistance in design, development, and go-to-market processes. Services are tailored to each client and include trend research, product and packaging design, style guides and more.



FINE ART MEETS FINE FRAGRANCE! The 100 most valuable brands in 2020 were worth over $4.5 trillion, which would make them the 5th biggest economy in the world by GDP, ahead of Russia, Brazil and India... ...and nearly all of these brands are licensed.




Winter/Spring 2021

Fine art meets fine fragrance in a ‘first of its kind’ collaboration between independent, sustainable, British brand, Floral Street and the internationally renowned Van Gogh Museum, Amsterdam. Van Gogh’s passion for the natural world has inspired this ‘clean’ fragrance as Floral Street and the Van Gogh Museum come together in the love of nature. This partnership brings to life the optimism of one of the world’s most famous masterworks in scent and floral design. A fruity-citrus fragrance, this vegan and cruelty free, luxury eau de parfum was created by master perfumer, Jerome Epinette, known for his mastery of sustainable natural raw materials, which are traceable from source to scent. Tucked inside an eco-hero, reusable and biodegradable carton it is joy-bringing and sun-soaked, capturing the essence of the masterpiece in a bottle. “The idea was to capture the vibrance and beauty of the South of France, while also somehow painting the passage of the day. I started with an impactful top where a burst of morning sun comes alive in the citrus and fruits, while the heart brings the heat of the afternoon with a rich and colourful floralcy. The back then carries us into early evening with a poppy sweetness and a touch of unexpected warmth that makes it fun, yet truly luxurious,” said Jerome Epinette, Robertet. “This is the first product to launch within the Floral Street range of personal and home fragrances and we are super excited by the reaction the product is getting from retailers around the world” added Ian Wickham of Licensing Link Europe, the agency behind this partnership. “What Floral Street have delivered is a superb example of an incredible quality product created through a thorough understanding of the story behind Sunflowers and then delivered in a completely sustainable way – even the packaging cartons that hold the bottle are fully biodegradable and can be reused as seed planters once finished with”


Meet TB12: Tom Brady & Alex Guerrero’s Global Wellness Brand Breaking into Licensing with IMG









Do you know that there’s a magazine specifically for the brand licensing sector around the world? Want to know more?



Inspiring home interiors, fashion and so much more... The past twelve months has seen 25 new licensees join the raft of premium brands in the V&A portfolio. From the launch of Sofas & Stuff to Royal Mint and expanding ranges with Blinds 2go, all have considered design and innovation at the core of a V&A collaboration.

collection of William Morris wallpaper, textile and tile designs, widely regarded as being at the heart of the Arts and Crafts Movement in Britain. To this day, Morris designs continue to inspire product showcased to great effect in the ongoing trend for Arts and Crafts pattern in the home.

The V&A is known and loved for its art, design and performance but there is one area that perennially stands out: Arts and Crafts. The V&A holds the world’s most comprehensive

March 2020 saw the launch of the V&A’s debut collection with Blinds 2go, the market leader within the UK for online blinds. Inspired by the most comprehensive collection

Blinds 2go

of Morris’s works in virtually every medium held at the V&A, Blinds 2go created a beautiful collection of made to measure blinds and curtains for 2021. The range of Roman blinds, roller blinds and curtains feature ten beautiful patterns in over 40 exclusive new colourways. Blinds 2go worked with the research team at the V&A to delve into the archives and select a collection of patterns that could look equally at home in a classic or a contemporary interior. The new collection maintains the essence and beauty of those original patterns, combining them with modern palettes that make them easy and relevant to use in a modern setting. The result has been so successful that Blind 2go continues to explore the V&A archives. Moving across the pond, Entryways is a US based brand that create hand-painted 100% natural coir doormats. Using inspiration from the V&A archives and exhibitions, the latest range features Seaweed, designed by Morris & Co.’s Chief Designer John Henry Dearle. Its intricate pattern of lush blooms and foliage is a celebration of nature and inspiration for Arts and Crafts artists. Galison is a long standing partner with the V&A, also based in the US but specialising in beautiful embroidered pouches and journals featuring delicate floral patterns and embellished with hand-embroidered details all based on William Morris designs from the V&A archive. The V&A is delighted to be working with LEDIN, a womenswear retailer in China. The first collection in the collaboration is a range of fashion and accessories featuring V&A prints inspired by some of the museum’s most popular archive designs. The range includes wallpaper patterns by William Morris, ballet




portance of creating beautiful, well-made objects that could be used in everyday life, and that were produced in a way that allowed their makers to remain connected both with their product and with other people. The museum’s award-winning licensing programme aims to grow its product offering and global reach with new ranges from licensees, to enable existing and new audiences to connect with the V&A collections. The performance across the entire portfolio has been exceptional with designs selling extremely well and far exceeding original expectations. Lauren Sizeland, Head of Licensing at the V&A, said: “The original purpose of the V&A was to promote excellence in design and manufacturing and a great deal of consideration and skill has been applied to every product range and how it is presented. We are thrilled to be collaborating with so many amazing brands who have a real grasp of what works for home interiors and fashion, as well as stimulating British and international industry.” For more information contact: That Company Called IF designs by Léon Bakst and 1930s dress fabric by British textile merchant Tootal Broadhurst Lee. The collection has over 24 pieces including dresses, separates, scarves and hair accessories and is available online as well as in 37 offline pop-up stores in major cities throughout China. Brand ambassador and popular influencer, Ester Yu promoted the range. Ester has 15m followers on Weibo and she has enabled the V&A to attract a younger audience. The V&A’s ongoing collaboration with People Tree continues to go from strength to strength, with standout collections every season. The AW21 V&A range takes inspiration from the museum’s archive to create ornate patterns reimagined in contemporary colour palettes, all thoughtfully printed on to sustainable fabrics and then crafted into classic People Tree styles. Another new launch is with That Company


Called IF. IF have been designing and manufacturing original and clever ranges for the best gift, book and stationery retailers around the world. The V&A and IF teams have carefully selected bright, colourful and on-trend patterns from the Museum’s archive of textile and wallpaper designs, skilfully applying them to their best-selling lifestyle and stationery ranges. The collection includes a pen pouch, glasses case, an eco-leather phone pocket and beautifully created V&A notebooks. Finally, the V&A continue their exciting and innovative collaboration with Museums and Galleries. The greetings card and gift stationery collection is a continually evolving showcase of the Museum’s diverse and expanding archives, and offers the ultimate decorative art range. Just like the brands that the V&A work with today, Morris believed passionately in the im- Ledin, China





The Point.1888 has announced of a brand new marketing agency, Story.1888. A pioneer of retail-led brand licensing whereby new products are created based on the gaps at retail, The Point.1888 has helped its clients’ products to gain a higher chance of retailer buy-in and a better sales performance for years. With the launch of Story.1888, it hopes to maximise the impact of clients’ brand licensing efforts even further. Story.1888 will be run by marketing and advertising specialists as well as licensing and retail veterans to ensure that clients’ social, PR and marketing efforts benefit from The Point.1888’s renowned creativity and extensive specialist knowledge. Its offering will include creative services such as product branding and style guides; product marketing; strategy; content creation and campaign management. Leading the new agency is Martin McLaughlin who joined The Point.1888 in June 2019, having previously delivered communications, advertising and brand partnership planning for superbrands such as T-Mobile, Cadbury, Amazon, Warner Music and Ford among others. Since joining The Point.1888, he has grown its book of clients as well as its Marketing & Creative division. His creativity and ability to deliver a compelling brand narrative for The Point.1888 has meant Story.1888 already has three clients on its books, including world-famous animated series The Raccoons and Comic Relief. Martin and his team will be working to create a global hub for fans around the world to come together and celebrate the classic animation property, whilst doing strategic and creative work for Comic Relief. Martin McLaughlin said, “It’s not the norm for a brand licensing specialist to launch a marketing agency but it’s the most obvious next step. The licensing industry is great at creating amazing products, but not always so effective at telling the brand story and connecting the product purpose to the consumer. Connect those dots with a retail hat on and you can create really powerful moments that drive consumer love and revenue.” Commenting on the launch of the agency, The Point.1888’s Managing Director, Will Stewart, said, “Our business has experienced rapid growth thanks to talent, grit and strategic thinking. Pre-pandemic we saw there was a need for specialist marketing support for our brand licensing clients and we have taken our time to find the right team and approach to make it work. I’m thrilled to be able to reveal this exciting development for our business and cannot wait to see it grow.”

Inherent, an innovative digital menswear line, and the ‘King of Cool’ Steve McQueen have partnered for a new capsule collection. The brand helps men find a personal style that empowers them to tackle daily life with confidence. Inherent does this by tailoring luxury apparel built to inspire authentic self-expression and an open conversation about men’s mental health. Inherent has decided to take its movement a step further by partnering with Steve McQueen, represented by Greenlight, for a new driver’s capsule collection. Coined as the ‘King of Cool’ for his effortlessly iconic style, McQueen is most notably remembered for his acting, race car driving and philanthropy.


“When I think of Steve McQueen, I think of the ‘King of Cool. Always stylish, with a bit of an edge to him,” Inherent Founder Taylor Draper said. “Steve is known for being a movie star, a race car driver, and much more. It is an incredible feeling to be able to design an officially licensed driver’s capsule with his name and legacy attached. I am overjoyed to bring this collection to the world and driving enthusiasts everywhere.” The first of its kind, the Steve McQueen by Inherent collaboration brings the household name’s care-free and collected essence back to life by honoring his quintessential fashion sense and unapologetic authenticity through updated designs on classic apparel and lifestyle accessories. Shoppers can embrace McQueen’s bold confidence while tailoring each piece to fit their own unique lifestyles, as all capsule collection products will be handmade to order. “The timing for this collection with Inherent could not be more perfect. We are always looking for new ways to connect modern day consumers with legendary icons, and this collaboration will bring Steve McQueen into the new realm of tailored clothing,” Liz Van Denburg, Director of Merchandise Licensing at Greenlight, said. “We’re always looking for best-in-class partners, and Inherent’s vision, quality and authenticity makes them the perfect partner to capture the timeless, iconic style of Steve McQueen.” Steve McQueen by Inherent will have a sneak peak of the capsule collection on Oct. 2 at the Boys Republic-hosted Steve McQueen Car and Motorcycle Show.




GORDON’S GIN CAKES Finsbury Food Group’s partnership with global drinks giant Diageo continues to grow from strength to strength, as the leading UK cake manufacturer announces a new collaboration with best-selling gin brand Gordon’s. Tapping into the ongoing success of the gin market, Finsbury has partnered with Gordon’s to launch one of the brand’s signature distilled gins in cake form. The result is the new Gordon’s Premium Pink Cake, available in ASDA supermarkets across the UK. The Gordon’s Premium Pink cake is layered with pink and white sponge with raspberry jam. It is finished with a contemporary pearlescent ombre effect, topped with Gordon’s Premium Pink flavoured frosting, edible sugar pearls and dried raspberries. Gordon’s Pink Gin sold more than one mil-

kathy ireland Worldwide (kiWW) has forged a brand partnership with The Green Pet Shop, a top-of-the-line eco-friendly pet product manufacturer based in Deerfield, IL. This announcement was made by CEO Larry Wright and Vice President Brian Frazier Wright of The Green Pet Shop. “We are thrilled and humbled to welcome Kathy Ireland and her team to our Green Pet Shop family. kathy ireland Worldwide is the most powerful woman-owned licensing company in the world and we could not be happier with this partnership as we are gearing up for the expansion of our Cool Care Technologies line. Our mission of sustainability, philanthropy, passion for pets, and a family atmosphere fits perfectly with the philosophy at kathy ireland Worldwide. We look forward to collaborating with Kathy and her incredible team to bring our eco-friendly products to many more pets and their parents nationally and internationally for years to come!” “We are delighted to welcome Larry and Brian and the entire The Green Pet Shop family to kiWW,” says Kathy Ireland, Chair, CEO and Chief Designer of kiWW who will enter the Licensing Hall of Fame this year as the youngest inductee in history. “We are privileged and blessed to care for our pets. We are their guardians and they are our loved ones. Since our company’s inception, kiWW’s mission is to bring our customers the best quality, safest and affordable products for all our family members, including our beloved four-legged ones. This collaboration brings our customers the best in eco-friendly pet products, which helps us to continue fulfilling one of our company’s Millennium Development Goals of ensuring environmental sustainability,” adds Ms. Ireland. “We congratulate The Green Pet Shop on their success and desire to work with Kathy and our team as we go forward to serve loved ones and their guardian families,” say Jon Carrasco and Stephen Roseberry, Worldwide Creative Director and President/CMO of kathy ireland Worldwide. Brian Nguyen, kiWW’s Director of Marketing negotiated the relationship. This new strategic partnership specifically encompasses The Green Pet Shop’s patented Cool Pet Pad — a pressure-activated, cooling pet bed and the option to license The Green Pet Shop’s full line of eco-friendly products including: eco-waste bags, warming mats, bamboo training pads, bamboo bowls, and more. This also opens the door to grow and expand the Cool Care Technologies line — a sister company owned by The Green Pet Shop that incorporates the same patented cooling gel technology for human use. The CCT product line includes: the Cool Flash Pillow lion cases in its first two years, clearly demonand the Cool Flash Body Pad. All products will be marketed as kathy ireland: Loved Ones. strating the consumer demand for distilled gins. Distilled gins now account for approximately 40 percent of the total gin market by both volume and value, with lockdown sales soaring by 37 percent in the 12 months to 27 March 2021. Finsbury has worked in close partnership with brand owner Diageo since 2018, when it introduced the first range of adult-only cakes with Baileys. The Baileys range has listings in all major supermarkets, having since expanded to feature products such as the Chocolate Treat Blondie Bars, Salted Caramel Cupcakes, Chocolate Yule Log and two celebration cake variants: Strawberries & Cream and Chocolate Marble.




HMS Belfast Welcomes the Opening of World of Warships Command Centre on Board

Imperial War Museums and Wargaming, developer and publisher of the widely popular, historically accurate naval combat game World of Warships, revealed their gaming

room on board HMS Belfast in London which is now available to the public. Total Licensing’s Becky Ash attended the exclusive opening of this experience.

Visitors to the newly refurbished naval warship will be able to fully immerse themselves in the world of naval combat as they go hands-on with World of Warships and World of Warships: Legends on powerful gaming PCs and video game consoles. World of Warships and World of Warships: Legends recorded over 50 million player accounts from across the world and gives players the opportunity to helm hundreds of historical vessels, including HMS Belfast itself, in an exciting balance of strategy and real-time combat. Offering the largest digital

“Over the past year we have been privileged to work with naval museums across the world to support them during an immensely difficult time.” PAGE 28



collection of historically accurate ships available to play, World of Warships is proud to support the global community of museums and heritage sites with in-game content based on historical documents and actual blueprints from the first half of the 20th century.

“World of Warships is proud to support the global community of museums and heritage sites with in-game content...” Following an extended closure that started in March 2020, HMS Belfast is reopening in time for summer with new exhibition spaces and an enhanced visitor offer onboard. From 8th July, visitors to the most significant surviving Second World War Royal Navy warship have been exploring these new displays,


discovering stories from crew members and enjoying interactive experiences such as the World of Warships Command Centre. John Brown, IWM Executive Director Commercial Services and Operations, said: “After an extended closure period of sixteen months, we are thrilled to be reopening HMS Belfast this summer and welcome visitors back onboard this magnificent warship. The World of Warships Command Centre is a really fantastic addition to the refreshed visitor offering and will enable audiences to interact with HMS Belfast and its history in a completely new way.” Victor Kislyi, CEO of Wargaming said: “Over the past year we have been privileged to work with naval museums across the world and support them during an immensely difficult time. We are delighted to be able to add a new dimension to the already incredible offering onboard HMS Belfast, and can’t wait to see this historic warship ship delight and educate visitors once more!”



An Education in Collegiate Licensing The world of collegiate licensing may be a bit of a mystery outside of the United States, however, the collegiate licensing industry generates nearly $5 Billion dollars in retail sales, has roughly 3,000 licensees and its products are sold in well over 20,000 retail stores. It is a massive industry. Total Licensing recently sat down with John Mybeck, President, BrandComply College to get educated on this potentially untapped market.

Let’s start with the basics. For those unfamiliar, please define the US Collegiate Trademark Licensing marketplace? The Collegiate Marketplace in the United States consists of over 5,300 colleges and universities, both private and public. An estimated 35% of the United States population holds a degree from one of these institutions with an estimated 4.5 million new graduates joining the ranks of alumni each year. What makes the Collegiate marketplace unique? The brand loyalty that Collegiate fans have for their alma mater is staggering. In many cases, they are more loyal to their school team, than a professional one. It is the sense of belonging and camaraderie developed while attending a university and its athletic events that deepens the bond. These experiences create a lasting connection to the school


and the team in a way that cannot be replicated in the professional sports experience. With each entering Freshman class, new fans are created. Alumni carry on the traditions while younger fans aspire to one day follow in the footsteps of their friends and family. The growth in the collegiate industry never stops. What kind of products are typical in Collegiate Licensing? To begin, a single College or University can have as many as 500 Licensees and generate upwards of $15 million in royalties per year. These programs have a diverse product offering for their fans and can have upwards of 1000’s of SKUs. As you would guess, they are heavily apparel oriented with a variety of types and quality levels. From there, your imagination is the only limitation. Products include all kinds of sports-related goods, barware, automotive accessories, even caskets!

That’s an incredible variety of products. So where does BrandComply College participate in this market? BrandComply College is a Contract Management platform from the team at Octane5 that gives academic institutions the tools they need to manage their Trademark Licensing program independently. From licensee application to consumer activation, BrandComply College puts all the resources needed for a College to run a successful trademark licensing program on their desktop or in the palm of their hand. BrandComply College supports incredible collegiate brands such as the University of Iowa, Indiana University and The Ohio State University along with many others. Of course, BrandComply also supports other global brands such as Ford, Harley Davidson, Caterpillar, Coca-Cola, ABInBev and many others. Why did Octane5 Create BrandComply College? BrandComply College was created to fill a void in the marketplace for academic institu-



tions who are looking to take a hands-on approach and manage their programs internally. The main stumbling block for these brands was finding a contract management platform that was both effective and affordable. With multiple mergers occurring in the Agency space, colleges and universities are reexamining how their programs are managed and the opportunity presented itself to launch BrandComply College as the industry standard. What makes Octane5 standout versus other providers? BrandComply, our licensing enterprise software, allows brand owners to manage all


aspects of their program from a single, web-based portal. Functions include: digital asset management, product approvals, contract rights management, royalties and much more. However, in addition to full functionality, our focus is user adoption. We have in-house developers that ensure our software is intuitive and easy to use which results in 100% user adoption and the best ROI for the brand owner. What about the consumer activation aspect mentioned above? How does that come into play? BrandComply is completely integrated with THREADS™, our industry-leading brand protection and consumer activation program. THREADS™ hang tags and labels were developed with a leading currency manufacturer and utilize the same technologies used in bank notes around the world. We

refined these technologies and brought them to the collegiate licensing marketplace thru our partnership with the Collegiate Licensed Products Association (“CLPA”) as their exclusive provider of security products. Each institution that partners with BrandComply College will utilize the CLPA THREADS program. Consumers can authenticate and engage with the institution in a new and exciting way. This consumer engagement platform is a game-changer in the protection of licensed merchandise against counterfeiting, gray market or diverted product, identifying royalty under-reporting and other compliance issues. Compliance is only the starting point. Through the THREADS™ program, Institutions can build a dialogue with their consumers. Consumers can share their perceptions on product quality, brand loyalty and more. Increasingly brands and institutions are also interested in sharing their sustainability message and THREADS gives the perfect channel to share that story. Sounds like BrandComply College has all the bases covered. Thanks for sharing your insights on this important licensing segment John.



America’s Oldest Magazine turns 200 The Challenges and Evolution of its Licensing Program 2021 marks the 200th Anniversary of The Saturday Evening Post, America’s oldest and one of its most beloved magazines. The Saturday Evening Post chronicled the history of America from early reporting on The Alamo and Lincoln’s assassination, to detailing accounts of World War II and the evolution of post-war America. The magazine pages are filled with countless articles on important science, politics and industry events, unique historic photographs as well as works by literary legends like William Faulkner, F. Scott Fitzgerald and Mark Twain. But perhaps what most Post readers identify with are the tens of thousands of covers and inside illustrations that peppered the magazine. Over 500 artists painted and illustrated for The Saturday Evening Post, including Norman Rockwell, John Falter, Stevan Dohanos, J.C. Leyendecker and George Hughes among many others. The images, often humorous and endearing, are rich in nostalgia and Americana values and have undoubtedly been a large part of the magazine’s success. 200 years in publishing creates a treasure


trove of content. At the start, The Saturday Evening Post was only a 4 page “broadsheet”, but by the early 1900s it had grown into a weekly magazine with over 100 pages per issue! Our current archive stands at over

page by page looking for materials. Soon, the Curtis Licensing image offering swelled from a couple of thousand covers, to tens of thousands of inside illustrations, articles, photos and cartoons that had not been available previously. However, despite the abundance of content, it became clear to Curtis Licensing that for many companies, access to a large archival collection did not always translate into useable images. “Our archival images were produced for use in the magazine as a cover, so it made perfect sense that they are typically complex and full of detail. However, if you are looking for a simple graphic to use on stationery or a tee, that image may not work so well,” said Cris Piquinela, Director of Licensing at Curtis

430,000 pages, each loaded with stories, articles, cartoons, photos and illustrations and all available for licensing through Curtis Licensing. In the early years of licensing, given the huge popularity of the SEP covers, most of the licensing programs were based solely on the use of those images on fairly obvious items such as prints and greeting cards. As the program grew in the early 2000s, these images were featured on thousands of licensed products and countless promotional campaigns, both in the United States as well as internationally. Over time, as demand for images increased, so did Curtis’ need to secure more content. Enter “the legacy project”, a massive scanning endeavor aimed not only at preserving the historical value of the magazine’s collection, but also at eventually offering the archive to consumers digitally. Beginning in 2009, every issue was scanned cover to cover, and as a result, Curtis Licensing is now able to view various pages on a digital screen simultaneously, rather than perusing printed issues



Licensing. “Flexibility has always been a cornerstone of our business, not only when discussing deal terms, but also as it relates to our collection. Allowing licensees to heavily manipulate our images gave them the power to modify our content to better fit their needs” Since not all licensees were able or even sure how to manipulate such complex images, the Curtis team soon started doing some, if not most, of the modifications in-house. “It can be intimidating for a licensee to be told they can make changes to a famous Rockwell cover. They may not know where to start or may feel apprehensive about doing it to begin with”, said Piquinela. “So, for those companies that needed a bit more help, we simply started manipulating the images on their behalf.” Soon, the art manipulation lead the Curtis Team to offer broader design services. Licensees were now able to not only request changes to their selected images, but Curtis designers could now mockup products and presentation boards that licensees could use on their retail calls. Manipulation does not solve all issues, however. “When a licensee is asking for Scandinavian style Christmas images or Lemon-based collections, there is no degree of manipulation that can cover that,” said Piquinela. “The only solution is to create new art”. And that is exactly what the Curtis Licensing team started doing. TOTAL BRAND LICENSING

By closely researching international and domestic color and image trends and working closely with licensees to identify their needs ahead of time, the Curtis Licensing team is now able to design entire trend-based image collections which the licensee can present to their accounts exclusively. Often times the new artwork uses elements from The Saturday Evening Post archive, however, other times, the designs are completely new and created by Curtis Licensing’s own designers. It is worth noting that all of Curtis’ work is done free of charge and at no cost to the Licensee, whether it is a simple image modification or the creation of a large thematic collection. “Sometimes a licensee or company will provide a design board or ideas on the look they are going for, which is very helpful to our designers. However, other times, we just create thematic image collections from scratch just so we can stay ahead of the trends and offer fresh content to our partners,” said Piquinela. When the pandemic hit and Curtis Licensing began feeling the effects of their licensees not being able to attend shows or newly launched collections not doing as well as expected at retail due to closures, they took things in stride and decide to focus their efforts on things they could control, like creating more artwork and further expanding their design services. “The Licensing industry has always faced challenging times. Back in 2008 the recession hit and overall licensing spending was vastly

reduced from years prior. Last year’s pandemic was also a huge challenge for everyone, us included. However, we have a wonderful team who loves what we do, so we continue to adapt and try to make the process as easy and painless as possible for our licensees. When faced with challenges, we always try to focus on what we do best and that is maximize the potential of the Saturday Evening Post’s amazing archive while creating new content that complements and also expands that collection”, said Piquinela. The Saturday Evening Post has a well-established art legacy that includes classic illustrations by some of this country’s best artists. In an industry where there are many art licensors, some with very large collections, Curtis Licensing distinguishes itself by their willingness to go above and beyond for their licensees. “Our hope is that our hard work further enhances the rich art tradition of The Saturday Evening Post magazine, and by making the licensing process easier, more people will have a chance to enjoy this great art as much as we do.” For more information contact Curtis Licensing at or visit



Pitch-Black Humour from Australia The consumer products program for Australian illustrator Steven Rhodes continues to gather momentum around the world. A new partnership with apparel supplier OSDM has led to retail powerhouse Zara embracing a range of T-shirts through its global store network. With designs such as ‘Let’s Summon Demons’ and ‘Pyrokinesis for Beginners’ you would be forgiven for thinking he has an affinity for the dark arts. In truth, Steven Rhodes’ illustrations are born from his dual love of retro nostalgia and pitch-black humour. Best known for his offbeat reimagining of children’s activity books from the 70s and 80s, his work pays tribute to everything from vintage horror and sci-fi, 50s pulp art, mid century modernism to 70s kitsch and 80s neon – basically anything in the realm of retro. The collection comprises 120 plus designs with new concepts added every month. After studying graphic design, Steven established his trademark style by combining sarcasm, retro typography, and nostalgia-heavy graphics. Licensing of Steven’s designs began through an association with Threadless, which promotes artists works to fans around the world across a variety of product categories. The partnership expanded with Threadless taking Steven’s designs to US retailer Spencers which embraced the brand across apparel, giftware and homewares to be one of, if not their biggest license to the current day. Fast forward to the beginning of 2019 and Australian licensing agent – Anthony Harvey of Blue Chip was appointed as the licensing representative for Steven Rhodes. Blue Chip Brands began to expand the program in both the Australian market and internationally. Signings include Pyramid International for wall art globally in addition to apparel, giftware & stationery for the UK and Europe.


Steven Rhodes

The Australasian program kicked off with support from licensees DFM Australia (apparel) and Impact Merch (giftware, stationery & wall art). The program continued to expand throughout the Covid-19 pandemic with new partners including Cryptozoic (games), Goodie Two Sleeves (online apparel), OSDM (apparel), Cotton On Group (apparel, giftware, homewares, cards) & PSD (underwear). Steven Rhodes products are now supported by a growing number of leading retailers around the world including Spencers, Hot Topic, FYE, Modcloth and Torrid (North America), Zara, TYPO and Factorie (global), HMV, Urban Outfitters and Outland (UK/Europe) and Jay Jays (Australasia). Whilst Steven’s designs are influenced by the past, the licensing vision is firmly fixed on future opportunities including the expansion of the program in existing markets via new categories and establishing a presence

in territories such as South America, Asia and Eastern Europe. Blue Chip Brands is a boutique licensing agency based in Melbourne, Australia headed by Anthony Harvey who has over 25 years of industry experience. Primarily focused on the management of corporate trademarks and lifestyle brands, the company has been responsible for launching and managing some of the best-known brands in the world including Ford Motor Company, Shelby, Jeep, Budweiser, LA Gear, IRONMAN, Steven McQueen, Albert Einstein and Betty Boop. The company was responsible for building the Jeep consumer products program in Australia from the ground up to becoming a legitimate lifestyle apparel, footwear & accessory brand with 21 retail concept stores nationally and distribution through leading outdoor adventure retailers. At a previous agency, Harvey was responsible for launching Ford’s foray into licensing across Australia and New Zealand back in 2002 and over a decade later Blue Chip Brands was appointed to take over the management of the brand for Australasia in 2014. Within four years the licensing revenues were more than tripled with the brand represented in all major product categories and retail distribution channels. 2021 has seen multi territory deals with Australian denim brand – Rollas and Australian based global retail chain Cotton On hit the market. The company has recently brokered a deal to launch Iconic Los Angeles athletic footwear brand LA Gear to Australasian consumers. In the coming months LA Gear will be reimagined across a range of footwear in addition to apparel and accessory collections. Brand collaborations have also been secured for Steve McQueen and American high performance automotive brand Shelby for collections of apparel and headwear that will launch for Spring/Summer 2021 through premium retail channels.



Why Influencers Need To Be In Your Licensing Marketing Mix... ...Says Greg Holtzman, Director, Partnership Marketing & Communications at Brainbase Social media influencers seem to be everywhere. Instagram, YouTube, TikTok, on billboards, in magazines and even on our televisions. One viral video can result in a fully fleshed out brand, even in just the short time span of a year! The pandemic has sped up this process, and even more traditional industries when it comes to marketing like fast food chains and restaurants are catching on to the power of influencers, naming certain dishes after them or giving them their own branded drink. But what is one way influencers don’t seem to be used enough? To promote all licensed products through their social media platforms. Yes, influencers have become their own brands and license out their IP for product collaborations, but what I am referring to is influencers being used to promote licensed collaborations that don’t involve their IP. Influencers have been proven to drive sales and generate awareness for all different types of products; the right influencer can cause a product to sell out with just one post. I know

I’ve purchased several items – everything from food items and iPhone apps to clothing – because I saw one of my favorite influencers post about it. When retailers, licensors, licensees and agents look to their “marketing mix” for promoting their licensed collaborations, social media influencers should always be considered. They are a unique form of advertising that is usually way more trusted by consumers

“As a Millennial who has worked in influencer marketing and is also a major consumer of influencer content, I know the power a post can possess...” than any press, OOH ads or commercials. They have built-in loyal fan bases and can generate enticing content that most in-house content teams just cannot replicate. Not only can influencers promote products to their own followers, but through paid boosting on

platforms like Instagram and Facebook, their posts can reach an even bigger audience outside of their own. With TikTok, boosting isn’t even needed thanks to the “For You” page if a post goes viral. Licensed products are too special to just sit on shelves without the proper promotion. Licensing and marketing teams need to put the time in to find the right influencer partners who can make the difference between average and fantastic sales results. Use platforms like Tagger that can recommend influencers via location, interests, follower size and even engagement, and build relationships with talent managers with highly vetted influencers that are proven to develop great content and give you high return on your investment. As a Millennial who has worked in influencer marketing and is also a major consumer of influencer content, I know the power a post can possess. And as we enter an ever-increasing digital landscape, promoting licensed products through trusted channels on social media should be a norm that cannot go ignored any longer. As someone who now works in the licensing industry, I’d love to see the worlds of licensing and influencer marketing more intertwined, and I’m happy to help whoever needs any advice to make this more of a reality!

Greg Holtzman is the Director of Partnership Marketing & Communications for Brainbase, a modern technology platform for all your intellectual property needs. He can be reached at TOTAL BRAND LICENSING



In 1924, Harold Ross launched The New Yorker. Rea Irvin drew the first cover—a mythical, monocled Regency dandy, later dubbed Eustace Tilley, who becomes the face of the magazine. Since then, the publication has become the bastion of intelligence, creativity and inquisitive minds. Total Brand Licensing sat down with The New Yorker’s Deirdre Foley-Mendelssohn, deputy editor, Nicholas Blechman, creative director, and Katherine Stirling, director of the New Yorker Festival to find out how this rich history translates into a brand that reaches millions. Given the nearly 100-year history of The New Yorker, how do you find fresh, creative ways to keep the brand relevant in today’s market? Deirdre Foley-Mendelssohn: The New Yorker is made up of inquisitive, creative people whose mission is to identify the next big story, the next big artist, the next big idea. You see this reflected in the pages of the magazine, on our Web site, and in all of the work that we do. When we think about the “brand”—a word we don’t actually use much internally but that certainly represents what The New Yorker has become—we draw inspiration directly from our journalistic roots. What kinds of things will people crave in the future? What could be done in a different way? In a more elegant way? One of our biggest—and most important—extensions is the New Yorker Festival. What started in 2000 as a way to celebrate The New Yorker’s seventy-fifth anniversary has become a landmark cultural event. Every PAGE 36

October, the Festival draws the biggest names in politics, books, film, music, art, food, and popular culture for intimate discussions, live performances, exclusive screenings, and more. We’ve described it as bringing The New Yorker from the page to the stage, and that’s exactly it—and why it remains the premier celebration of arts and ideas. The New Yorker as a brand has long been present in products developed through licensing agreements—you can buy cartoon prints, greeting cards, puzzles, and more, in stores all around the world. The tote bag that comes with subscriptions has become an icon of the city. In the last year, though, we’ve really sought to put our own stamp on consumer products and have created a central place, the New Yorker Store, where people can find those goods (except for the tote, which is only available to subscribers). Our licensing team works closely with members of our creative and editorial teams to insure that all items bearing The New Yorker name and imagery reflect the standards and taste that our audience has come to expect from us.

1999, and Diana Ejaita, from 2020. The collection was available in all Kith stores and on As part of the collection, Kith partnered with the Martin Luther King, Jr., estate on apparel

And what about some recent brand extensions, such as Sleepy Jones - do you have a lot more of these in the pipeline? Deirdre Foley-Mendelssohn: In addition to the Sleepy Jones collaboration, we did a limited-edition collection of apparel with the lifestyle brand Kith to honor the legacy of Martin Luther King, Jr. The capsule collection included t-shirts and sweatshirts with archival New Yorker covers depicting Dr. King by the artists Edward Sorel, from

inspired by the 1963 March on Washington and his continued legacy. All proceeds from the collection were donated to the Drum Major Institute, the Youth Direct Action Fund, March for Our Lives, DoSomething, and the Alliance for Youth Action. We also have a collaboration in the works with La Colombe, which will launch in late August. La Colombe and The New Yorker will celebrate the resilience of New York City and its TOTAL BRAND LICENSING


residents with a special coffee blend. A portion of the proceeds will be donated to help feed New Yorkers in need. We’re in the early phases of other potential partnerships as well. Tell us more about the launch of the New Yorker store in 2020? Nicholas Blechman The success of the iconic New Yorker tote bags shows a hunger for New Yorker-related merchandise. The idea behind the store is to expand on the tote by offering other products, such as socks, mugs, and pencils, to our readers. We have our staple products, such as a baseball cap or a T-shirt, but we are also experimenting with more surprising items like a jigsaw puzzle of our crossword puzzle, or limited edition playing cards designed by the cartoonist Ed Steed. The New Yorker has a rich culture to tap into, and I am excited for our upcoming Holiday release, including items like a collection of patches featuring our mascot Eustace Tilley, and a series of Ex Libris bookplates designed by Roz Chast and other cartoonists. And how about the festival – obviously this is a huge event in the calendar, so do you hope to be able to get back to normal order of events post-pandemic? Katherine Stirling:


“We had a record number of new subscribers in 2020, up 24% compared to 2019...”

Building on the great success of our first virtual festival, in 2020, we are thrilled to be presenting a festival this year that we believe combines the best of in-person and remote possibilities. In order to reach our audience across the country and around the world, we will be offering all sessions via live-stream once again. In addition, New Yorkers will be invited back to attend certain events in person in accordance with public-health guidance. One of the great lessons of the pandem-

ic for us was that our audience’s appetite for events did not wane one bit, even as circumstances shifted dramatically—if anything, it increased—and we intend to meet that desire for thought-provoking content this year with care and creativity, as we always do. How, overall, did the New Yorker fare during the pandemic – did you find subscriptions increased? Deirdre Foley-Mendelssohn: As difficult as the pandemic has been—and continues to be—for so many, one bright spot has been our journalism, and our readers’ response to it. We had a record number of new subscribers in 2020, up 24% compared to 2019. In 2020, traffic to grew by 20% year-over-year, to 20 million average monthly unique visitors. Audience growth was greatest among first-time visitors, with that portion of our audience increasing by 27% year-over-year. In terms of subscription numbers, I’ll point you to the Alliance for Audited Media’s 2H20 report: Total circulation was up over the prior year, 2.2% (1,259,074 vs. 1,231,715 or 27,359 copies). Total paid subscriptions increased 3.7% (1,253,181 vs. 1,208,154 or 45,027 copies). Total digital paid subscriptions increased 40% (279,033 vs. 199,331 or 79,702 copies). PAGE 37


Eat, drink and be merry!

Beanstalk updates on its successful food and drink ranges

The Guinness brand continues to use its licensing business to create branded touchpoints for consumers and fans outside of the brands core beverage products. Allowing consumers to enjoy their Guinness through multiple product types whilst in the comfort of their own homes. The Guinness At-Home bar and Guinness coffee kept the brand top of mind during 2020, and the brand are continuing to build on this at-home occasion during 2021. A multi-deal Licensing partnership with The Flava People consisting of three separate launches uses an omni-channel approach to drive home a coherent brand message across touch points and channels, creating a meaningful connection between the consumer and


the Guinness brand with Food. So far, the partnership has delivered four Guinness flavoured MRC products, including a marinade, paste and sausage mix, and three recipe mixes that launched in Tesco. The MRC range was launched in butchers and farm shops across the UK and garnered an influx of consumer generated content with a combined reach of approximately 110,000 users across Instagram and Facebook. The recipe mixes, available at Tesco, launched in formats traditionally associated with the Guinness flavour, introducing consumers to the idea of ‘Guinness with Food’ ready to transition them to a more experimental, semi-scratch cook format. The partners are now gearing up for their

full-range launch coming late 2021 and early 2022 across major retailers in the UK. The range will include 2 x Table Sauces, Guinness Paste, Guinness Salt, 2 x Rubs and 2 x Gravies. To promote this launch, The Flava People have developed a competition to give consumers the chance to win big in butchery. TFP have hidden four Guinness Magic Tickets in tubs of the MRC Guinness range and the finders of the hidden tickets will win star prizes like a trip to Dublin for two with a VIP trip to the Guinness Store House, a large Big Green Egg BBQ or two Guinness brand goodie boxes. Since launching in 2020, TGI Fridays have delighted their UK fanbase with a mouth-watering line of frozen appetizers, exclusively launched with category leader, Iceland. This follows an already established track record for over two decades in the North American frozen sector. Inspired by some of the restaurants’ best-selling dishes, the range delivers top quality, delicious menu items for consumers to re-create the TGI Fridays experience at home. Not only does the retail range help keep TGI Fridays top of mind for existing fans of the brand between visits, 40% of Iceland customers surveyed that tried the new range were new to TGI Fridays, illustrating how licensing can be leveraged to broaden a restaurant’s consumer base. Following the huge success of the initial launch, TGI Fridays and Iceland recently launched a new, dessert, delicious ice cream cakes. Adding to the existing range, the mouth-watering ice cream cakes are available in two great flavours, Cookies and Cream and Raspberry Ripple. The cakes consist of smooth vanilla flavour ice cream with tasty toppings on a biscuit base and are the perfect treat for any summer party or gathering The full range is still available at Iceland stores throughout the UK, as well as online.



Breaking the Mould How a chance meeting created a billion-dollar brand Discovering JoJo Siwa on the heels of her first season on Lifetime’s “Dance Moms”, Caryn had an immediate and clear vision for JoJo beyond her talents as a dancer, envisioning her becoming a major and powerful brand and persona. Five years later, JoJo Siwa was estimated to be a billion dollar brand. Caryn sat down with Total Brand Licensing to outline the unique properties of the JoJo Siwa brand and plans for the future. Can you tell us how you came to meet JoJo? Coming from a strong branding, licensing, product development and marketing background, I was seeking out social media influencers/young dancers to give a social media boost to my line of tween accessories. JoJo was one of six names I intended to target. I saw online, and confirmed with her (then) publicist, that JoJo was to perform at a recital in Vegas. I spontaneously hopped on a plane to watch her “do her thing”. When I entered her dressing room, I was met by a vivacious, precocious, adorable girl (with an oversized bow in her hair and mispronounced “r”s) and her mom. The conversation was not only unexpected but would prove to be the launch pad of what I call ‘lightning in a bottle’.


And what was the potential that you saw immediately? JoJo and her mom were incredibly pleasant. I asked JoJo to tell me about herself --and what an earful she had for me (delivered at a New York pace!). I was so incredibly taken by her...there was something more...something super special sitting in front of me. My brain started to spin so I stopped her mid-sentence and asked her what she wanted. She responded, “What do you mean?” I said, “out of life...what do you want out of life”. She knew exactly what she wanted and didn’t hesitate to let me know, with conviction!... the abbreviated version is she wanted to put a stop to bullying and essentially she was going to be the next Hannah Montana (and all that came with it). I knew immediately (with my skill set, relationships, and relentless determination) what I could do with her. I told both Jess and JoJo that, if they would put their trust in me, I would make her into a brand while building a platform with a purpose. Our path would be trailblazing....we would NOT go out as a manufactured / scripted character, but rather as JoJo herself and build a brand that stood for something authentic to

this young girl’s moral core. I knew we could resonate across the globe and bridge conventional demographics and be literally limitless in her reach and legacy. Tell us about some of licensing deals you’ve signed together? JoJo’s brand is currently in business with over 250 global licensing partners. We trademarked JoJo’s name, designed and trademarked her double infinity heart (with a star) logo, mocked up hang cards and product samples and with our sizzle reel and style guide, and with relentless efforts, connected with an executive at Claire’s who agreed to take a chance on us. I did an exclusive licensing deal with the number one accessories licensee and launched with bows, accessories and some light makeup in all Claire’s stores across the globe. Our sales exceeded everyone’s expectations. With this proven business model we met with Pam Kaufman (now President of Viacom CBS CP), a true mogul in her space, who readily connected with my vision. We signed with Nickelodeon and, with our new founded extended team... we are sitting on over 80 million bows sold and countless top selling JoJo products in categories across the spectrum of consumer products. What are JoJo’s unique skills that set her apart from other teen idols? JoJo is uniquely charismatic with an energy and a light that is like no other. She was born to be an entertainer. She is also brilliantly creative with an innate business sense that leads meetings amongst seasoned executives. Beyond her talents she has the biggest heart for others and is unconditionally, unapologetically HERSELF. JoJo is the epitome of self-empowerment, kindness, inclusivity and positivity. How do you envision the brand growing, as she herself grows older? There is quite a bit in the pipeline but we will not be pivoting away from how we’ve been doing things. JoJo is authentic and consistent to the core.



Shakespeare Birthplace Trust Expands in South Korea

The Shakespeare Birthplace Trust has extended its licensing partnership with Dongchoon Market of the Sejung fashion group, with the support of Helen Chung at HCC & International, Inc.

For 2021, the South Korean retail brand is expanding its stylish range of prints, gifts and homeware inspired by beautiful botanical illustrations in the Shakespeare Birthplace Trust’s world-class museum and archive collection. The new product range has been launched under the Trust’s exclusive ‘Shakespeare TOTAL BRAND LICENSING

Inspired’ brand and features colourful images of the flowers and herbs that William Shakespeare knew and wrote about in his plays. The designs are derived from a hand coloured first edition of John Gerard’s Herball from 1597 and John Parkinson’s Paradisi in Sole Paradisus Terrestris, or the Garden of Pleasant Flowers, published in 1629. Adam Sherratt, retail development manager at the Shakespeare Birthplace Trust, said, “We are delighted to be continuing our partnership with Dongchoon Market. Our licensing programme not only provides a vital source of income for the Trust but is also a wonderful way for our collections to reach new international audiences. Dongchoon Market has created a stylish range of products directly inspired by our collection, designed for the modern home but also beautifully evocative of Shakespeare’s world.” The Shakespeare Birthplace Trust is the independent charity that cares for the world’s greatest Shakespeare heritage sites and collections in the playwright’s home town of Stratford-upon-Avon, England. The Shakespeare Birthplace Trust and the Shakespeare Inspired brand are represented

by HCC & International, Inc. in South Korea and by LMI in the UK and Europe. wThe Shakespeare Birthplace Trust is the independent charity that cares for the world’s greatest Shakespeare heritage in his home town of Stratford-upon-Avon. It is the global centre for learning about and experiencing the works, life and times of the world’s best-known writer. Through the five historic Shakespeare family homes (Shakespeare’s Birthplace, Shakespeare’s New Place, Anne Hathaway’s Cottage, Mary Arden’s Farm, Hall’s Croft), internationally designated museum, library and archive collections, award-winning learning programmes and digital channels, it provides imaginative, immersive and interactive opportunities for people of all ages and backgrounds to get upclose-and-personal with Shakespeare. The Shakespeare Birthplace Trust is a self-sustaining charity which generates its income through the support of visitors, donors, volunteers and friends. In April 2018 it was granted National Portfolio funding from Arts Council England, enabling new creative and outreach programmes with a particular focus on communities which are currently less engaged in arts, culture and heritage. Its work is also supported by the Government’s Culture Recovery Fund. For more information, visit



IMG expands its global licensing footprint with a Middle East agency acquisition, among other news across its brands... IMG has announced it has acquired the Dubai-based 20too Licensing agency to further expand the global footprint of its industry-leading licensing business. Established in 2013, 20too Licensing manages consumer product development and brand extensions in the Middle East and North Africa for many of the world’s most popular entertainment and lifestyle brands, including NBCUniversal, Hasbro, The Smurfs, Sega, Smiley, the Discovery portfolio of brands such as Fatafeat, Food Network, Animal Planet and Discovery Channel, and more. The acquisition will bolster IMG’s presence in the MENA region, with 20too Licensing’s Founder and CEO Christian Zeidler becoming Vice President of Licensing at IMG and he and his team moving into IMG’s Dubai office. IMG represents some of the world’s most prestigious corporate trademarks and institutions, sports brands, teams and federations, fashion labels, lifestyle, media and entertainment properties, as well as major personalities. The agency executes strategic licensing programs for its clients through 25 offices located in major markets across the Americas, Europe and Asia. Bruno Maglione, President of Licensing at IMG, commented: “This is an exciting


acquisition for our licensing business and ever-growing portfolio of prestigious clients. Christian and his team have built one of the MENA region’s most successful licensing agencies through creative, strategic brand ideation married to a deep knowledge of the region’s business environment and culture. His team will now have the full support and resources of the global IMG network and endeavor infrastructure, and we in turn reinforce the reach and expertise of our unique licensing organisation.” “IMG is the universally recognised licensing industry powerhouse, and we are proud to become part of this extraordinary organisation,” said Zeidler. “We look forward to leveraging their diverse experience and depth of resource with our specialised regional expertise to turbo-charge our activity on behalf of our clients in this region rich with ever-emerging new opportunities.”

In other brand news, Breitling the Swiss luxury watchmaker and the Red Arrows recently launched the Breitling Chronomat Red Arrows limited edition watch, created in a deal brokered by IMG. The Royal Navy Frogman limited edition watch marks the third and final chapter of G-SHOCK’s collection, created in a deal brokered by IMG. Built to accommodate all the environments Naval personnel face, at sea and on land, this watch has a Carbon Core Guard structure combined with world-renowned G-SHOCK shock resistance and ISO 200m diving water resistance. The unique aesthetic takes inspiration from HMS Queen Elizabeth, the largest aircraft carrier ever to serve the Royal Navy. Playmobil has recently launched two versions of the Volkswagen T1 Camping Bus and Volkswagen Beetle, one being a special edition, in deals brokered by IMG. The iconic Volkswagen T1 Camping Bus Special Edition includes a Playmobil figure, removable roof, detailed interior, storage space in the side doors, a surfboard, and more. For spring/summer 2021, premium apparel and accessories manufacturer and retailer The Nature Holdings, has created several collections across menswear, womenswear, accessories and footwear, celebrating unique aspects of the NFL culture and sport, in deals brokered by IMG. The most recent collection for SS21 was inspired by ‘Tailgating’ and was supported by a photoshoot which was used for social media, web-store and in-store content. In the last six months, The Nature Holdings have opened more than 20 individual stores and by the end of 2021, there will be more than 65 NFL-branded retail outlets across South Korea. TOTAL BRAND LICENSING


New Trends Aboard TfL

Transport for London inspires with new Style and Trend Guides for licensees Transport for London has launched an updated core style guide and four new trend packs as part of its continued engagement with the licensing industry. The new creative was launched at TfL’s London Lines event, which showcased the many ways TfL and global licensing agent TSBA have worked with licensing partners to take TfL’s rich archive and use it across product categories, showing how brands and licensees can be part of TfL’s future. The new trend packs draw on assets taken from TfL’s more than 150-year history. While the Underground roundels and tube map continue to be prominent, moquette seat patterns and station architecture also take centre stage: • New Iconic • Fashion Forward • New Classic • On The Move TfL’s map and roundels are recognised globally for their simple and effective style and come with a long heritage dating from the birth of the transport network in the 1800s. Harry Beck’s Underground map was first created in 1933 and paved the way for cities from Paris to Hong Kong to create similar maps to help travellers get around. TOTAL BRAND LICENSING

TfL’s creative assets also include the colourful moquettes which have decorated seats on buses and trains for many years, as well as the extensive poster archive dating back to the early 20th century. The archive contains posters advertising travel to sporting events, tourist attractions and the much-loved art deco styles of the 1920s. The instantly recognisable roundel has also continued to push the boundaries of design allowing people to keep a little piece of London no matter where they are. Recent licensees include Bimber Distillery with single malt whisky, Budgy Smuggler with swimwear, Ebury Press with the TfL puzzle book, and University Games with a murder mystery board game. TfL is keen to see new brand partners blend its heritage with the brand’s future, using the colours and themes to inspire new takes on classic iconography and designs.

TfL’s brand covers more than just London Underground and bus services, and the trend packs outline iconography for rail and river services as well as active travel modes such as walking and cycling. The Elizabeth line and its new purple colour theme will launch in the first half of 2022, opening up further options for those seeking to work with TfL to bring London’s transport network to their designs. Jo Edwards, Head of Global Licensing at TSBA Group said: “TfL is the London brand, supported by a rich archive of assets that goes back over 150 years. TSBA developed a licensing strategy for the brand which these new trend packs support, allowing the brand to move into new sectors of the market, including homewares and home décor, and products for cycling, walking and wellbeing. With more than 80 licensees already on board and some exciting brand collaborations to be announced, it’s a great time to join the TfL licensing programme.”



Licensing Management International (LMI)

has some exciting brand updates to announce...

Licensing Management International (LMI) began developing the British Motor Heritage licensing programme over 10 years ago. Featuring the classic car marques of MG, Austin-Healey, Austin including the original Austin Taxi, Morris, Rover and Wolseley. Whilst Die Cast models continue to be popular as well as computer games, they are bringing


British Motor Heritage Marque Rover to the world with electric mobility including e-bikes and e-motorcycles and e-scooters with ranges currently in production from Asia Kingston. The classic BSA Motorcycle heritage is as relevant today as ever. Hundreds and thousands of BSA motorcycles are still in use globally and the Brand is very strong in classic motorcycling circles. It is with this sort of consumer loyalty and deep nostalgia that BSA is still recognised as ‘‘the most popular motorcycle in the world.’’ A new motorcycle range is in development. A superb collection of Elvis Presley photographs in colour and black and white are available for licensing with Elvisly Yours. The 3rd June 2022 sees the release of an Elvis film biopic starring Tom Hanks (Colonel Tom Parker), Adam Butler (Elvis) & Maggie Gillenhall (Gladys Presley). Nemesis Now’s current

giftware range continues to sell well. Highclere Castle continues to capitalise on its TV and movie exposure with a second Downton Abbey film in the making. Current programmes include Silentnight Group for bedding for the UK, USA & China, Gascoigne Designs for furniture and a range of dress perfumes, diffusers & towels from SD Biotechnologies in Korea. International Space Archives has a vast library of images, photographs, and Mission patches from many of the world’s space programmes including but not limited to NASA. The list of licensees continues to grow. Leading categories include accessories, apparel, tech products and luggage and soon a range of gaming chairs, speakers, e-scooters and e-bikes. The Day Henry Met Four-year-old Henry has a friendly chat with whatever he meets each day, and they are always delighted to talk, laugh, and share their amazing world! ITV is the latest broadcaster to come on board screening seasons 3 and 4 over the next 3 years. ITV commenced broadcasting in May and the production has 4 seasons totalling 104x5 minute episodes broadcast in 109 countries. A range of preschool and children’s apparel and accessories will be launched shortly by Poetic Brands. Other IPs in the LMI portfolio, include 12 Guardians, Catsline, Dobble, Hobgoblin, Shakespeare Birthplace Trust, Schönbrunn Palace, Tarzan & Zorro.



The Longevity of Art and Cultural Brand Licensing It’s an exciting journey to build a new venture from the ground up, and this is undoubtedly the case for ARTiSTORY, which possesses a secret recipe of transforming artefacts into merchandise. Founded by Natasha Dyson and Yizan He earlier this year, the company has expanded rapidly with four new worldclass museum clients on board, growing creative teams and opening sales offices in London, Boston, Barcelona, Shanghai, Beijing, and Singapore. As a pioneer in the art and cultural IP licensing specialist, ARTiSTORY continues to build its client base of museums, galleries, libraries, and science centres around the world. They have secured multi-year master license rights to the National Gallery (London), National Palace Museum (Taiwan), Museum of Fine Arts (Boston), and Dunhuang (China), with additional cultural organisations in the pipeline. This gives ARTiSTORY, and therefore their licensees and retailers, access to a diverse selection of artefacts and artworks, from ancient Greek potteries to Renaissance masterpieces, from woodblock prints such as the Great Wave off Kanagawa to Mogao Caves in Dunhuang. These museums all have different collections. MFA Boston was opened on July 4, 1876, and is home to collections of ancient Asian art, early American art, mysterious Egyptian art, elegant European art, and innovative modern art make MFA one of the most influential art museums in the world. The National Gallery is home to more than 2,600 of the world’s most renowned paintings, including 700 years of work from the late


13th to the early 20th century. The National Palace Museum in Taiwan owns, preserves, and displays in rotating exhibitions, nearly 700,000 artefacts. The collections spanning 8,000 years feature beautiful ceramics, paintings, fashion and more, from imperial collections of different dynasties. Centred around Mogao Caves, a UNESCO World Heritage site, the art of Dunhuang covers more than a dozen major genres, such as architecture, stucco sculpture, wall paintings, silk paintings, calligraphy, woodblock printing, embroidery, literature, music and dance, and popular entertainment. Blessed with a diversified portfolio of art and cultural IP, ARTiSTORY enjoys ample design inspiration and rich content in the development of its annual art and cultural themes and original design assets. The themes and design assets will enable consumer brands and global retailers to create appealing and relevant products and packaging, and also empower them in the shopper acquisitions. There are four themes for SS 2022 and AW 2022, namely, Let’s Play, Botanical Affairs, Voyage of Discovery, and Gathering of the Greats. Each theme is broken down into episodes that focus on different artists, topics, or periods. Each episode features illustrations, prints & patterns that are inspired by select artefacts and artworks, supported by specifically crafted editorials, videos, and the immersive window display that consumer

brands and global retailers can easily tap into. ARTiSTORY will be presenting their global annual theme launch this coming September. They are hosting two release events, one for the global market on the 13th of September and one for the Chinese market on 15th September in Shanghai. The event on the 13th of September will be hosted online to accommodate attendees from multiple time zones, and will introduce SS 2022 and AW 2022 themes to consumer brands and retailers in various key markets. The creative theme launch is well-timed as the demand for art and cultural IP has been grown rapidly. Licensing International reported in May 2021 that art and cultural IP has risen from merely 1% in 2015 to 18.7% in terms of the retail value of licensed merchandise in China in 2020. The EU and the US markets are picking pace too with many consumer brands and retailers are harnessing the power of art and cultural IP. A key appeal to brands and retailers is the longevity and security that art and cultural licensing provides. Luxury brands such as LVMH and global retailers such as H&M, Zara, Mango, and Uniqlo have embraced art and cultural IP, and this will further inspire more brands and retailers to explore art and cultural IP.



Brand Liaison to the Rescue! Lifeguard Brand Expands Licensing In collaboration with Icarus Capital, The Brand Liaison has announced the expansion of the aspirational beach and lifestyle brand, Lifeguard. Building on its 20+ Million Dollar apparel program, strategically placed in beach, resort and airport channels, The Brand Liaison will seek to expand the Lifeguard brand, including the iconic + sign logo and the Mountain Rescue, Ski Patrol and Beach Rescue brands. “This brand is quietly one of the most current and iconic brands on the surf and beach scene today. Its so simple and so noticeable,” says Steven Heller, President of the Brand Liaison. Lifeguard prides itself on its unique apparel featuring tee’s and hoodies, sweats, swimwear and other sportswear sold primarily in the travel and resort channels. Whether it’s for a swimmer, a surfer, a skier, or someone who just wants to look cool, Lifeguard offers a sense of boldness with a fashion forward


approach along with the durability needed for active sportswear. As part of its multi-tiered licensing strategy, The Brand Liaison will seek to expand the Lifeguard brand into additional apparel and accessories such as outerwear, sleepwear loungewear and undergarments, sunglasses and prescription eyewear, and travel goods as well as outdoor sporting products, including beach towels, beach chairs, pool toys and floats, coolers and hydration, and all water sports and sporting equipment, and HBA and Suncare. Lifeguard licensing includes the Lifeguard brand and + logo, as well as Ski Patrol, Beach Rescue and Mountain Rescue. The Lifeguard brand targets the young and adventurous, the thrill seekers, the athletes, the extreme sports afficionados, and anyone looking to standout. Active males and females alike are drawn to the brand that understands their lifestyle, speaks their language, and knows

what it means to be bold. Lifeguard prides itself on its unique apparel including Swimwear, Outerwear, Sportswear, as well as Sporting Goods and Equipment. Whether it’s for a runner or a swimmer, a surfer, or a diver, or you just want to look cool, Lifeguard offers that boldness with a fashion forward approach along with the durability needed for active sportswear. Featured in all beach, surf off-price and department store channels, Lifeguard licensing includes the Lifeguard brand and + logo, as well as Lifeguard Ski Patrol, Lifeguard Beach Rescue and Lifeguard Mountain Rescue. Seeking all outdoor products, outerwear, sleep and loungewear, undergarments, sunglasses and RX, pool and beach toys, hydration, water sports and sporting goods luggage and travel, electronics accessories, HBA and Suncare. To learn more about Lifeguard licensing, visit The Brand Liaison



An Exciting By Tiffanie Lane, Product Manager, OpSec Security For sports brands, there has never been a more exciting time to being taking a more strategic approach to leveraging their IP with license agreements. The lack of live sporting events over the last year has meant that fans globally have broadened their horizons beyond their usual teams to a range of different sports or leagues that they wouldn’t have watched before. For example, someone in the US might now be an avid follower of the UK Premier League thanks to streaming, whilst a French sporting fan now closely watches the US NBA. Ultimately, the sharp uptake in sports streaming has made audiences increasingly global, and sports brands need to be taking advantage of the opportunities available to them to increase their revenue, without raising their risk portfolio. IP licensing can provide sports brands with additional revenue streams and enable them to raise awareness and push their products into new markets and in particular, new geographies.

This can be done with minimal output or investment from the brand itself as the third-party licensee takes care of manufacturing, quality control, distribution or marketing the products. This means that merchandise can be pushed out more widely and adopting a resource allocation approach can help the brand to be more efficient and explore alternative markets whilst ensuring they retain agility. There are also other options for sports brands to capitalize on their assets through licensing. For example, esports is one of the fastest growing industries For sporting bodies and organisations, this opens up fresh opportu-

nities to license their brands to make sure they are reaching the broadest of audiences through a variety of means. To efficiently manage this influx of new opportunities, a license management system can be a strategic way of gaining total visibility of all elements of the process, from onboarding new licensees all the way through to reporting sales and royalties. It can also allow brands to track the authenticity of goods throughout and flag any suspicious behavior – helping prevent any reputational damage to the brand through the sales of fake sporting goods. An example of this is the brand being able to set restrictions on their licensing agreements, which can be reviewed and reset as and when necessary. This allows the sports brand to maintain ownership of its IP with full control of where and how it is being used, and who it is being used by. They can prevent specific licensees from selling in certain regions, or from selling certain types of products on selected marketplaces. Brands can also benefit from greater visibility of areas where the IP is popular and product types that will sell well when the IP is applied to them. Naturally, sports brands who are considering licensing their IP may feel concerned about giving up control. However, fears around their IP being applied to faulty or poor-quality products or being used in ways that don’t align with the brand’s values can be removed by taking a strategic approach to license management and using the right solutions to ensure end-ton-end visibility throughout the process – increasing revenue and reducing risks. PAGE 47


The Useful Page... INDEX OF ADVERTISERS Brand and Lifestyle Licensing Awards ...................................................................................17 Brand Licensing Europe .......................................................................................................80 Catherine Stone....................................................................................................................62 China Licensing Expo ..........................................................................................................25 Creative Connections ...........................................................................................................76 Creative Sparrow..................................................................................................................61 Elizabeth Stirling .................................................................................................................74 Ginger Deverell....................................................................................................................62 Howard Robinson ............................................................................................................2, 49 Image by Design ..................................................................................................................77 Jacqueline Wild....................................................................................................................63 Jewel Branding ....................................................................................................................11 JQ Licensing ........................................................................................................................53 Kayomi Harai .....................................................................................................................75 Kaz Lammie........................................................................................................................64 Licensing Expo Virtual ...........................................................................................................3 London Portfolio ..................................................................................................................75 Lou Patrou ..........................................................................................................................78 Meg Isaacs............................................................................................................................64 MGL ..................................................................................................................................77 MHS ..................................................................................................................................76 Milano Day of Licensing ......................................................................................................27 National Gallery ..................................................................................................................74 Okie-Dokie ...................................................................................................................55, 63 Pink Key ...............................................................................................................................5 Tempting Brands ...............................................................................................................7, 9 V&A .....................................................................................................................................1

Did you know…? Some little known brand facts... Ikea names sofas, coffee tables and bookshelves after places in Sweden; beds and wardrobes after places in Norway; carpets after places in Denmark and dining tables and chairs after places in Finland. The Queen of England owns a McDonald’s near Buckingham Palace. When Napoleon assumed the title of Emperor in 1952, his wife Josephine hired the designer Louis Vuitton as her personal box-maker and packer. To create the Street View of a desert, Google hired a camel. Every minute, more than 300 hours of video are uploaded to YouTube. Originally named Cadabra, Jeff Bezos changed the name to Amazon after a lawyer misheard its original name as ‘cadaver’. Ben & Jerry’s was originally planned to be a bagel company. The first-ever product Sony came up with was an electric rice cooker.

UPCOMING SHOWS & EXHIBITIONS Licensing Expo (V) August 24 - 26

Brand & Lifestyle Licensing Awards (L) October 20

New York Toy Fair (L) Feb 19 - 22

The Licensing Awards (L) September 14

Brand & Lifestyle Innovation Summit (L, V) October 27 - 28

Licensing World Russia (L) March 1 - 3

Milano Licensing Day (L) September 16

Brand Licensing Europe (L, V) November 17 - 19

Licensing China (Shenzhen) (L) March 30 - 1 April

Sports Merchandise & Licensing Show October 11

British Toy & Hobby Fair (L) Jan 25 - 27 2022

London Book Fair (L) April 5 - 7

China Licensing Expo (L) October 19 - 21

Nuremberg Toy Fair (L) Feb 2 - 6

Hong Kong Int. Licensing Show (L) April 27 - 29



Summer 2021

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Do you want to find manufacturers in India? Total Licensing World is the market-leading, fully searchable online guide that finds all the information you need about licensing. • Who makes socks in Australia? • Who handles art and design brands? • Where can I find an IP lawyer in Europe? • Who are the top children’s manufacturers in Brazil? ...and much, much more.

Do you need to find a new Agent for your art? How can you access all this information and more? You can subscribe for a full year’s access to Total Licensing World £150.00/$200.00 To subscribe, visit: buy to start your subscription.



TAIWAN’S NATIONAL PALACE MUSEUM Artistory, a specialist in cultural IP licensing, has signed the National Palace Museum as their first global client in Asia, covering North America and Europe. The National Palace Museum in Taiwan, owns, preserves and displays in rotating exhibitions, nearly 700,000 artifacts.The collections spanning 8,000 years feature beautiful ceramics, paintings, fashion and more, from imperial collections of different dynasties. Through working with Artistory, National Palace Museum will increase their licensed product offering while reaching out to a global audience. Through their “Artifacts to Merchandise” methods, Artistory as master licensee will create annual art and cultural themes together with original design assets including illustrations, patterns and prints inspired by the National Palace Museum’s artifacts for use by licensees and retailers in North America and Europe. Key categories for development include apparel, accessories, home décor, stationery and much more which are all supported by storytelling through narrative and digital content. “It’s an honour to announce the National Palace Museum as our first client in Asia.” Comments Yizan He, founder of Artistory who was also the founder of Alfilo Brands.“We’re already developing our design trends and themes for 2022 and 2023 and have selected several artifacts from the National Palace Museum collections for inclusion in those trends, the first to launch next year will accompany with a big celebration. We look forward to bringing the stories and history of thousands of years of Chinese cultural heritage to a global audience within truly ‘East meets West’ inspired ranges.” The National Palace Museum states that licensing is a way to support the continued preservation, conservation, study and collection of 8,000 years of Chinese cultural history. Therefore, the National Palace Museum is happy to be working with Artistory to continue growing the licensing programme and reach out to a global audience.

FABERGE GAME OF THRONES EGG Jewellery maker Fabergé are currently selling a one-of-a-kind Games of Thrones-inspired egg. Described as a “commemorative egg object”, the new piece was designed by Fabergé’s head designer Liisa Tallgren in collaboration with Game of Thrones costume designer Michele Clapton. The egg is a “one-off work of art” which “fuses our superior craftsmanship and artistic ingenuity with one of the 21st century’s most iconic TV series”. “This one-of-a-kind bespoke creation is symbolic of Daenerys’ dragon eggs while intertwining subtle nods to her stand-out costumes which celebrate the landscape around her and her evolving story arc. The design choices are informed by Daenerys’ journey from orphaned exile to conquering monarch and her ongoing quest for the Iron Throne.”

The Game of Thrones egg features “a glistening crystal base,” and a miniature version of a crown with a pear-cut ruby, which Daenerys would have worn if she had held the Iron Throne. The event, known as ‘The Iron Anniversary’, will mark a decade since the first episode of season one first premiered on HBO. The anniversary will see the launch of a new, interactive Game of Thrones spotlight page on streaming platform HBO Max containing Easter eggs for long-term fans, as well as “broad introductions” for fans new to the show. Subscribers to the site will also be able to access 150 videos of cast interviews, behind-the-scenes extras, clips and trailers.

Subscribe to Total Licensing magazines, free of charge at PAGE 54



VAN GOGH MUSEUM PARTNERS WITH ROYAL TALENS The Van Gogh Museum has partnered with the international art supplies specialist, Royal Talens to create a collection of painting and drawing materials that pay homage to one of modern art’s most iconic figures. The new collection of creative materials, spanning brush pens, water colour sets, and coloured pencils – takes inspiration from the colour palette of several masterpieces at the Van Gogh Museum, and invites users to follow in the footsteps of the artists himself.

The Royal Talens x Van Gogh Museum creative collection caters to amateurs and professionals, and to burgeoning and experienced artists. The colours selected for the products are based on works by Vincent van Gogh, such as the iconic Sunflowers, Irises and Almond Blossom, which are all in the permanent collection at the Van Gogh Museum in Amsterdam. The creative collection will be available soon at re-

tail partners of Royal Talens and in the Van Gogh Museum webstore. The range kicks off with the Ecoline x Van Gogh Museum Brush Pens, a set of five Ecoline brush pens for illustration and calligraphy that takes its lead from the vivid colour palette in Irises (1890). In this work, Van Gogh experimented with powerful colour contrasts. By placing the purple flowers against a yellow background, he made the decorative forms stand out even more strongly. Van Gogh x Van Gogh Museum Water Colour Pocket Box is a compact water colour set featuring 12 colours inspired by the colour palette in Vincent van Gogh’s dynamic Self-Portrait with Grey Felt Hat (1887), in which he used complementary colours. This special edition of the Van Gogh pocket box is bright orange, like the short stripes of orange paint in the halo around Van Gogh’s head in the self-portrait. Sakura x Van Gogh Museum Pigma Micron Fineliners are based on Van Gogh’s masterpiece Flowering Plum Orchard (after Hiroshige) (1887) as it marks the perfect link between the Japanese brand Sakura, which celebrates its centenary this year, and Van Gogh, who was greatly inspired by Japanese printmaking.

ELIZABETH STIRLING DESIGNS EXPANDS With over 25 years’ experience in the art licensing industry, Elizabeth Stirling Designs Ltd. continues to expand with the addition of several new and talented artists covering styles as diverse as traditional ‘coca cola’ Santa to quirky fun kids designs.They have provided consistently commercial art to clients for greetings cards, gift wrap, gift bags, tableware, crafting and fabric, many of which can be seen in Walmart, Target, Hobby Lobby and Dollar Tree. Their aim is to create on trend, innovative artwork that enables the client to make their product stand out to the consumer. With the direction of Gillian Stirling, herself a leading artist with many years of commercial experience, the studio continues to flourish. They will be taking part in the Blueprint virtual show on May 18-20th showcasing a wide range of seasonal designs where they look forward to seeing clients old and new.

MAUREEN CLAFFY 2020Brands has announced its licensing representation of Chicago-born artist Maureen Claffy, who produces large-scale, mixed-media modern art. “The opportunity to license my work is the fulfillment of a lifelong dream,” explained Claffy. “Truly, for decades, I have dreamed of being the next Marimekko. I love working with Kristin Edstrom at 2020Brands. She is a true professional who shares my vision for the world being more beautiful, colorful and full of love because the products we surround ourselves with daily carry that message through art..” PAGE 55





Inspire Me! Home Décor has secured a long-term deal with leading MENA home retailer Home Centre for an extensive line of home décor and home furnishings. Inspire Me! Home Décor, the lifestyle brand founded by acclaimed designer, author, entrepreneur, Farah Merhi currently has over 6.2 million global followers, making it the most-followed home décor inspiration page on Instagram. The deal with Home Centre was brokered by Inspire Me! Home Décor’s sub-agent for the MENA region,WildBrain CPLG, in partnership with the brand’s global licensing agent,Thrive Brand Licensing. Inspire Me! Home Décor’s new collection for Home Centre spans every room of the house and includes bedding, curtains, rugs, dinnerware, serveware, drinkware, decorative accessories, lighting, towels and bath accessories. This collection is now available at Home Centre stores across the MENA region and online, and is part of the retailer’s ‘Ramadan is Better Together’ region-wide campaign, aimed at offering customers finely curated collections that invoke the spirit of celebration. Farah Merhi said: “I’m very excited to launch my Inspire Me! Home Décor collection with Home Centre in the Middle East, and given my roots, this project is very close to my heart. We share the same vision, which is a gold standard of quality, reliability and honesty. Every piece in the collection is timeless, classic and intended to make a statement, whether on its own or styled with other items. I look forward to seeing how consumers and designers incorporate the range into their beautiful homes.”

Artistory has announced that Georgina Heatley has joined Co-Founders Yizan He and Natasha Dyson as Licensing & Editorial Assistant. Artistory is a specialist focusing on cultural IP licensing with the unique capabilities of transforming “Artefacts to Merchandise”. They reach out to global audiences with well-designed merchandise that is inspired by art and culture; and aim to excite their audience with immersive retailing and storytelling via digital content and pop-up exhibitions. Cultural organisations are able to go beyond the walls of their buildings and expand their reach to a much wider audience while generating sustainable revenue which can be used to support their operation and fulfil their mission. “We’re thrilled to have Georgina on board. Georgina shares Artistory’s passion for storytelling, art, history and cultural heritage with experience gained in both the licensing and heritage sectors, having worked with a wealth of licensees at Historic Royal Palaces. Georgina’s role will see her working closely with the creative team researching artefacts across a range of the world’s top cultural organisations to develop design themes and assets,” commented Natasha Dyson, on behalf of Artistory. Georgina Heatley, licensing and editorial assistant, added, “I am honoured and excited to be joining Artistory as the licensing and editorial assistant. With my background as an Archaeologist and Sociocultural Historian, and previous role in heritage licensing with Historic Royal Palaces, Artistory’s mission and values resonate closely with my own. Learning and sharing history, art and culture through stories is a skill and tradition shared globally. I am looking forward to bringing this into merchandise, experiences and creative themes and trends with a some of the world’s top art and culture organisations from museums and galleries to science centres and libraries.”

APPAREL A MAJOR GROWTH AREA FOR THE NATIONAL GALLERY PROGRAM The National Gallery in Trafalgar Square, London is one of the greatest art galleries in the world. Founded in 1824, the Gallery houses the nation’s collection of paintings in the Western European tradition from the late 13th to the early 20th century. The collection spans 700 years of art from early medieval Europe, to Italian Renaissance and Post Impressionists. It includes works by Cézanne, Degas, Leonardo, Monet, Raphael, Rembrandt, Titian, Turner, Van Gogh and Velázquez. Licensing at the National Gallery Company continues to grow from strength to strength, across major categories and in countries around the world. They are increasing awareness and expanding their reach to new audiences far and wide and developing designs inspired by their collection a new and contemporary way. One of their success and growth categories is apparel. They highlight three success stories from China, South America and Europe. With their Master Licensee Alfilo Brands, they are collaborating with Miss Sixty creating timeless elegance with a uniquely modern style. The range includes 32 SKUs including shoes, sweaters, trousers, hats and coats. Available in 200+ stores in 7 cities in China, in-store and online at Their collaboration with Poetic Brands in Europe includes ranges for men and women and for S/S22 children’s and babywear. Successful listings include on ASOS and more retailers will follow. The range includes 60+ SKUs, including t-shirts and sweatshirts. With their agent Pepper Brands in Brazil, they are collaborating with Lojas Renner. The range has developed as demand has grown, from minimalist concepts to full painting imagery, 24 t-shirt, shirt and shorts designs, selling across Brazil, Argentina and Uruguay and at For more information about joining the National Gallery licensing programme, contact Judith Mather, Director of Buying and Brand Licensing at PAGE 60


Creative Sparrow is an Agency representing creatives across all industries. Working with clients and artists globally, the agency facilitates successful collaborations across all creative sectors. Recent licensing partnerships include projects in Animation, Apparel, Greetings & Stationery, Home & Gift, Packaging and Children’s Publishing. Understanding industry needs, longstanding licensing professional Hannah Curtis set up the agency and works closely with each creative, developing their style to generate a commercial portfolio of work available for license on a range of products. Hannah has a flair for art and design and a commercial eye to match, listening to publishers’ needs and reacting with beautiful artwork to suit their ranges. Latest signings include Ian Worrall-


Dutton, creator of Okie-Dokie, a children’s licensing brand with a purposefully generic feel and scope to span across greeting, gift, apparel, party, and toys. With extensive sales history, the agency is looking to expand the brand’s remit across all products. Another fledgling under its wing is Jacqueline Wild whose Glitter & Earth brand explores the magic of nature and subtle change of seasons which invoke a sense of wonder and positivity. The agency showcased its outstanding portfolio of creatives at Blue Print Live and PG Live meeting with new and existing licensees and clients. To book an appointment to see the full portfolios: @creativesparrow art




Canadian illustrator Ginger Deverell creates enchanted and delicately wild hand-painted artwork for home & gift, fabric, greetings & stationery, and children’s markets. She makes art to carry people into beautiful and dreamy imaginary places, and is inspired by flora and fauna, vintage and eastern aesthetics, and childlike wonder. She is always excited to paint flowers, animals, people and bohemian things. She primarily uses watercolour, gouache and digital editing, and often incorporates paper collage, acrylic and other media into her work. She has been drawing, painting and making things with her hands since she was a young girl. Her art has appeared in the TV show Impastor (Viacom Media), and was featured in 2020 on the highly regarded Print and Pattern blog. Her dream projects include a fabric collection, gift wrap, a greetings collection, children’s and babies apparel, home decor collections, and one day, a children’s picture book. Ginger is mom to a beautiful son, and lives on the west coast of British Columbia with her family. Ginger is represented by Creative Sparrow Art. She is available for bespoke commissions and has a lush portfolio of existing artwork available for license or purchase.

Catherine Stone is an illustrator specialising in a delicate cut paper art style. She grew up in France and moved to the UK to study graphic design and illustration. After graduating, she continued to develop her work thanks to online courses where she discovered the world of surface pattern design. Her work is colourful, richly textured, and sophisticated. She works primarily with paper, hand-painted with acrylic paint and inks, cutting it into different shapes to create lovely scenes and patterns. One of her favourite parts of the process is transforming sheets of paper into intricate elements with her tiny pair of scissors and glue. She mixes the traditional craft of cut paper art with digital collage to create her designs. This allows her to create tactile pieces that translate beautifully in print and other media. When she’s not working on her illustrations, she loves being outdoors with her young family, where she finds inspiration from the wildlife and nature surrounding her. PAGE 62



Ian Worrall-Dutton is an experienced illustrator and designer with a genuine passion for character design. With over twenty years of experience, Ian’s work can be found on children’s apparel, plush and stationery. Clients include all the major UK supermarkets, Mamas and Papas, CBeebies and Hallmark. Ian’s bright and cheerful characters are perfect for an array of children’s products, animation and children’s publishing. Ian is the creator of Hello Munki and most recently children’s licensing brand Okie-Dokie, which has a purposefully generic feel and scope to span across greeting, gift, apparel, party, and toys. With extensive sales history, Ian’s agent, Creative Sparrow, is looking to expand the brand’s remit and licensing partnerships across all product areas.

Jacqueline Wild is the newest recruit to the Creative Sparrow nest and is delighted to be part of the team. Living in Cornwall she creates whimsical pieces of art that are inspired by the magic of nature and the changing of the seasons. Jacqueline has written and illustrated her own book of contemporary fairies ‘Glitter and Earth: Tales of Magic and Wonder, as well as having had her art work published in several magazines including ‘The Mother’ and ‘Isabella and Us.’ She is passionate about looking after the environment and her brand Glitter and Earth has sustainability at heart with it’s use of biodegradable packaging and eco friendly inks. Projects with soul excite her along with anything somewhat ‘out there’ She is empathic and intuitive and above all wants to create something magical.




Meg Isaacs is a watercolour artist based in Gloucestershire, working from her home studio near The Cotswolds. Specialising in pet portraits, bespoke artwork, wildlife and floral designs, Meg captures the intricate details of her subjects and creates endearing and characteristic paintings for her customers. Meg gains much of her inspiration from the diverse places she has travelled, particularly the vibrant birds and botanicals she admired whilst living in Australia. After studying Fine Art throughout school and sixth form, she went to University to study Criminology. Following graduation in 2018, she gained experience working in a prison then left to travel and live in Australia. Meg regained her passion for creating when she came home to the countryside in spring 2020, enjoying long walks throughout the changing seasons, photographing and painting garden birds and flowers. Inspired by a love of nature and wildlife from growing up in the beautiful English countryside, and with her passion for sustainability, Meg’s strives to incorporate eco-friendly methods and materials throughout her business. Meg is a new Artist but has shown great potential and received considerable support and interest in her paintings.

Kaz Lammie is an illustrator and surface pattern designer based in the south west of England. With over 20 years experience, this has seen her design across a wide variety of products from children’s apparel, home furnishings and gift-ware to paper products. Her designs have sold thoughout the world and she is also a published children’s book Illustrator, whose love of drawing started very young whilst watching her artist Dad paint large canvases at home. Kaz’s style is whimsical, colourful, with a touch of fun and has always had a slight obsession with pattern and a huge love creating quirky fun animal characters, her versatility can be seen across her work and so can her love of designing for children and her inspiration from nature and her recent new love of hand typography.




POETIC BRANDS TEAMS UP MHS MONTHLY NEW ART WITH NATIONAL GALLERY SHOWCASE In response to a growing interest in art in the licensed fashion sector, specialist apparel licensee, Poetic Brands, has teamed up with the National Gallery, which houses one of the greatest collections of paintings in the world, to create a range of adult apparel and accessories based on its impressive and extensive artworks. Incorporating a wide range of products including adult daywear apparel and outerwear, swimwear, flip flops, beach bags and towels, adult nightwear and essentials, and accessories including caps and luggage. The National Gallery was founded in 1824 and houses over 2600 paintings from the late 13th to the early 20th century in Trafalgar Square.With one of the greatest collections of art in the world, the Gallery displays many world-famous works, such as van Eyck’s The Arnolfini Portrait, Velázquez’s The Rokeby Venus, Turner’s The Fighting Temeraire and Van Gogh’s Sunflowers. Anne Bradford, Director, Poetic Brands, comments: “Over the past year we have seen a significant interest in art within the fast fashion segment of the industry and subsequent demand across the High Street. The National Gallery offers us a wealth of assets from a number of artists that translate beautifully onto apparel and nightwear. “We are also developing luggage which although isn’t hugely in demand at the moment, the time will come when we are all travelling again and this collection will provide premium, and easily identifiable pieces for consumers to be proud of on the carousel. Working closely with the team at the National Gallery, we have ensured that their art collection has in turn created a fashion collection that is already very much in demand.” Judith Mather, Buying and Brand Licensing Director, the National Gallery, comments: “We are very excited about the partnership with Poetic Brands which will bring old master paintings to a new audience. It is amazing to bring our collection to modern life.”

Long before business as usual was interrupted by a worldwide pandemic, MHS Licensing and Consulting had pivoted to digital marketing to provide convenience to its 400 licensees worldwide through its launch of the MHS Art Showcase. The MHS Art Showcase, a monthly curated presentation of brand-new art and artists delivered via email has proven to be an invaluable tool to MHS’s customers and a welcome source of product development inspiration to its recipients. The artists of MHS Licensing and Consulting, a 26-year-old agency representing 45 artists, scour trend resources, color forecasts and industry trade periodicals to create art and design appropriate for a multitude of product categories. With a vast library of designs, and dozens more being created each month, MHS’s partners have come to rely on MHS as their go-to source to respond to retailer requests, and internal trend initiatives. The MHS Art Showcase was designed to facilitate proactive communication to the market, making the jobs of the creative directors and product development teams easier. The response to the MHS Art Showcase has been overwhelmingly positive. “I really enjoy the monthly Art Showcase from MHS,” says Anna Fishkin, VP of Product Development at P&B Textiles. “Their showcase brings us great new artwork and artists on a regular basis. We have been a very happy client for over 10 years.” Pamela Cross, from Legacy Publishing added, “The MHS Art Showcase is a game changer! It not only helps me find new art but keeps me in the know for new colors and trends for the year. Looking for the best new art has always been something of a treasure hunt for me, and with the MHS monthly Art Showcase releases, it couldn’t be easier! Find out more at

MGL ARTISTS ARE BUSIER THAN EVER Despite the ongoing global health crisis and its impact on the licensing and retail industry, MGL and its artists have fortunately remained buoyant and to some respects busier than ever. The same can be said for the Art licensing industry in general, which has never been so active with so many companies looking for art for their products that reflects growing and emerging trends. One of these trends, likely the most visible, is the continued and rapid growth of e-commerce. It is clear that consumers now have much more choice as manufacturers can offer a wider array of product than they could at traditional retail. “At MGL we don’t just serve as an image ‘library’ by just licensing imagery, in fact, quite the opposite. We strive to build artists popularity

and brand them rather than just serve as a ‘stock’ source. One of our main strengths has been the fact that we can work closely with our licensees creating illustrations to briefs, as well as developing in house designs based on upcoming trends.

In other words, we can be equally pro and reactive to market needs. We are fortunate to represent some of the world’s best commercial artists and studios, such as Aimee Stewart, Claudia McKinney, Valentina, Jodi Pedri and Sharon Turner continue to be as strong as ever due to their ever-increasing portfolio, and on trend look. One thing we’ve realized in the last 30 years, is the importance of not only working closely with our partners to help target their customers, but also the importance of being flexible and rapid response time to art call outs. We, as always, see the future of art licensing to be very positive, and we are looking forward to another strong year for our licensees and artists.” PAGE 65


BRANDALISED APPAREL FROM EVISU Art Ask Agency has announced the latest news on the Brandalised licensing program, in partnership with Evisu. Iconic fashion brand, Evisu, with own brand stores in Asia, US and Europe, a successful online store and social media following, as well as in-store retailer distribution in the best fashion stores worldwide, launched their Brandalised apparel recently. Evisu are particularly known for their jeans with a hand painted seagull motif on the back pockets and product prices are mid to high-end at over $600 USD a pair.

The collection includes T’s, shorts and bags with the most famous of Banksy’s Graffiti, gathered from the streets of the largest cities across the world, with Evisu’s own twist. “The stand-out DNA of Evisu marries well with the DNA of Brandalised. Fabulous collab.” said Andrew Gallagher, owner Full Colour Black. “Brandalised is really going from strength to strength in licensing and the Evisu launch demonstrates this.” added Maria Strid, owner Art Ask Agency.


ASHMOLEAN PENS TO DEBUT Conway Stewart have worked with The Ashmolean Museum to develop the first in a series of Ashmolean Pens, brokered by Start Licensing. “This is a wonderful collaboration for the Ashmolean, and we are delighted to be associated with such an iconic brand as Conway Stewart,” said Declan McCarthy, pubishing and licensing head, The Ashmolean Museum. The first Ashmolean Pen is based on the Conway Stewart Churchill pen. It has been produced in Oxford University Blue with 9-carat gold trim with English hallmarks. The theme of the first pen in the series is art critic John Ruskin, who studied as an undergraduate at Christ Church and remained connected with Oxford for most of his life. He went on to establish his drawing school at Oxford in 1871. The Ashmolean Museum houses some of Ruskin’s work, including sketches and paintings of rocks, plants, birds, landscapes, architectural structures and ornamentation. The release of the pen dovetails with the opening of The Ashmolean Museum’s latest exhibition, “Pre-Raphaelites Drawings and Watercolours” which will include several of Ruskin’s works. “I have loved working with the team at the Ashmolean Museum to produce this pen, doing the research and learning about the amazing collection on display in Oxford,” says Alastair Adams, managing director, Conway Stewart. “I would urge all readers to visit this wonderful museum.” The Ashmolean Pen will also feature the Ashmolean’s founder Elias Ashmole’s hand-written ‘Statutes Orders & Rules’ heading on the barrel of each pen as a further link to the Museum and its history. The pen will be sold in a presentation box and will include a bottle of ink plus a booklet that sets out the history of the Ashmolean Museum and gives an insight into John Ruskin’s life. “We are delighted to see The Ashmolean Museum and Conway Stewart working together,” says Ian Downes, director, Start Licensing. “The Ashmolean pen is a unique and original product that makes great use of the Ashmolean’s collection and highlights their unique place in the Museum world. Conway Stewart are experts in their field and have developed a fantastic product. We believe the limited edition will prove extremely popular and we hope the John Ruskin pen will be the first in a series of pens from the Ashmolean. Conway Stewart also deliver a strong marketing platform for the product and have access to a global community of pen collectors. It is a consumer group who we think will respond well to the Ashmolean’s collection.”


The University of Cambridge , together with its licensing subsidiary Fitzwilliam Museum Enterprises are planning to expand into new licensed products through UK agents The Point.1888. The University of Cambridge curates, creates and collects archival treasures across art, exploration, anthropology, zoology, geology and scientific milestones. After launching a line of partnerships covering homewares, art, furniture, and accessories in 2020,The Point.1888 is now looking to raise the bar for 2021 and expand the partnership roster even further. PAGE 66

LITTLE JOE & CO FROM MEG HAWKINS Meg Hawkins has seen enormous success internationally with her licensed home and giftware range that comes under her own name, Meg Hawkins Art. A couple of years ago, created a new collection under the name, Little Joe & Co, featuring designs and products aimed at the nursery and preschool market. The current range of the Little Joe & Co. licensed product portfolio includes cards, stationery and gift wrap. In the Baby and infant category, the licensed range includes, milestone cards, height charts, baby hats, taggies, bibs and blankets, headbands, soap, enamel pins and cushions.





Greg Giordano, the Owner and Managing Operator of Greg & Company, LLC., has worked alongside Legacy Publishing Group to create original designs for The Heartland Wall Calendar collection.The year 2022 will mark the 4th year that this calendar line has been a successful and integral part of the consumer market. The Heartland collection celebrates American nostalgia, featuring vintage antique trucks and tractors in a variety of rustic farm settings and small town scenes. “What a joy it is to work with Greg! Time spent surrounded by his beautiful artwork is good for the soul”, shares Cathleen LLanso, President of Legacy Publishing Group. “His calendars have been a favorite of Legacy customers for years and Greg has been a favorite of ours as well. His talents spill past the canvas. He is that rare artist who becomes an invaluable partner. In sharing his experience and his years of work in the art and licensing world, and his understanding of the production side of the business, Greg makes us better before, during and after we publish his art.” The popularity of Greg’s images for the Heartland collection has expanded beyond wall calendars, and have been featured on greeting cards, puzzles, and various wall decor items.

Hearst UK has recently announced the next iteration of its Homebase partnership with the launch of its House Beautiful and Country Living wallpaper range, available exclusively at Homebase. Co-created by the Homebase and the House Beautiful and Country Living Style teams in collaboration with Graham & Brown, the range of 12 exclsuive designs was made available from April 21st both online and in two Homebase Decorate centres, located in Sutton and Cheadle. The House Beautiful collection delivers ontrend, stand out designs that offer a simple way to achieve a contemporary interior style. All designs work equally as a ‘whole room’ solution or a way of a creating a statement wall or, zoning using premium quality paper, produced in the UK. The collection includes easy application innovation such as ‘paste the wall’ for hassle free decorating.You can view the range here The Country Living collection contains beautiful, hand illustrated patterns that reflect the beauty of the British landscape. A proudly British-made high quality wallpaper that includes a sustainably made option which is produced using waterbased ink and FSC certified paper.True to Country Livings eco-ethos, three trees are planted for each tree used in the production of the wallpapers.The collection also includes an easy to hang option using ‘paste the wall’ technology. You can view the range here Louise Pearce, Director of Content at Country Living and House Beautiful said: “We are thrilled to continue to progress this amazing partnership with Homebase, with this move in to Home Décor, and specifically wallpaper. Each of the wallpaper ranges truly reflect our brand values and ethos, as well as the trends we know our readers love and are searching for.”

NEW HIRE AT NATIONAL GALLERY The National Gallery Company Ltd has announced the appointment of Melanie Humberstone-Garley in a newly formed Licensing Consultant role. Mel brings a wealth of experience across the sector and is highly regarded within the licensing industry for all her professional achievements. Mel is renowned for working in partnership with brand owners, artists, licensors and licensees, with integrity and creativity. Before founding her consulting group, MHG

Licensing, Mel was Head of UK Sales at ITV Studios working on brands including Thunderbirds, Cut the Rope and Matt Hatter. Previous to that she headed up the UK Sales at Chorion, specialising in apparel and soft lines across a number of brands including Mr Men/Little Miss, Paddington, The Very Hungry Caterpillar, Noddy and Octonauts. Her years in the licensing industry have also included posts with respected agencies such as TCFC, DRi, Entertainment Rights and The Copyrights Group.




Inspire Art Licensing represents a team of very talented and hardworking designers from around the globe to create beautiful and commercial designs for your businesses. Founded by Patrick Groombridge over 25 years ago, this studio takes great pride in providing you with excellent service with the goal of building a lasting relationship with you and your company. They have been working with many of their artists and customers for over 20 years! The Inspire team does extensive research on trends happening in the marketplace from colors, icons, typography and lifestyles. Then works on how to execute them into fresh, exciting and new and commercial designs. Whilst Inspire does primarily concentrate on the US they also have an international presence especially in the UK, Europe and Australia. Whilst most of designers are from the UK two years ago they started building a team of US designers to complement and expand their current offering. This is where Patti Jo Smith comes into the story. “The designers have been selected and developed by me with aim of give more breath to the Design portfolio. So why did I start working with Patrick. Well it’s a story that goes back a number of years but the opportune time came when I decided to retire from the corporate world (formerly of Stephen Lawrence and CSS Industries). I am sure you are asking why does someone who just retired after close to 30 years of being in the Creative Field decide to go back to work with a Design Studio a few months later? It was because of the relationship that was built between Patrick and I for almost 20 years. Inspire wasn’t just a Design Studio that myself and my team went to for designs. Inspire became one of our most important assets due to sense of partnership and dedication that Patrick and his team brought to the table. Whether it was a tight deadline (and we threw plenty of those challenges at him) or needing designs created to specifically match certain trends. Needing “holes” filled in their presentations, Inspire was there for us. And that’s what Inspire Art Licensing means to all of their clients.” Inspire Art Licensing has an excellent track record of producing designs for various industries such as gift packaging, stationery and paper party sectors as well as fabrics and homewares. They specialize in holiday collections, which include, Traditional, Whimsical and fun, vibrant and colorful Christmas designs as well as Halloween, Easter and Thanksgiving/Fall. Let’s not forget All Occasion - Inspire has an abundance of birthday, baby, wedding and more! With traveling and trade shows on hold. Patrick and his team have dedicated time to developing a website for their customers to help them keep on top of their presentation needs. Of PAGE 68



Artist Sally Mountain- Produced and developed in partnership with Raz Imports. course, customers can email Patrick and Patti Jo to ask for help in sending certain design needs as well. They are happy to undertake commissions and speculative work. In fact, as Patti Jo says, “We will take anything you care to throw at us..” “We both miss the “buzz and comradery” of trade shows during this time of social distancing. Most of all we miss meeting with customers in their offices to review designs and talk about business and happenings in the design world! We are counting the days until travel frees up and we can go back to having those meetings and presenting our latest art works along with all their embellishments, which are still hard to appreciate online. Fingers are crossed that all of this comes back in the near future! Our designers have been creating fresh new looks and developing their skills during this time. Their new work is uploaded to the website on a weekly basis so there is always something new to see. We are always searching for new designers to come on board and help to expand the portfolio. So if you are looking to freelance with an extremely reputable Design studio please contact Patrick or Patti our email addresses are and” Please be sure to check out the website Inspire Art Licensing will work with clients’ budget needs by selling our designs Outright, Licensing Limited Rights or Licensing with Royalties. PAGE 69



London Portfolio was founded 36 years ago as a full service design studio.Today, under the stewardship of artist and illustrator Michael Hernandez, the studio continues to be a major design resource for key retailers including TJ Maxx and American Greetings. Total Art Licensing caught up with Michael to find out more about the studio’s origins and about some of the artists that Michael represents today. London Portfolio was founded in 1985 by textile designer Gillian Fullard while she was still living in London. At the time, Gill traveled to New York City about four times a year to see customers. The design collection was composed of paper works and fabric techniques for women’s wear. Her first print sales were to major retailers TopShop and Miss Selfridge. Gillian moved permanently to New York in 1987 and established her first studio on 7th Avenue in 1988, working and selling to clients like Donna Karen, Tommy Hilfiger, Macy’s, Bloomingdales and Ralph Lauren Enjoying steady growth, London Portfolio moved to a larger studio space on 36th street and became a full-service design studio with a full print collection, antique fabric collection and service work team. Though based in New York City, the studio artists were all English designers – hence the name. In 1991 Gillian’s husband Neil left his job in banking to join the studio, and in the mid 1990’s London Portfolio moved into paper products and home furnishings selling designs for greeting cards, gift bags, stationery and wrap. The company attended shows such as Premiere Visions, Paperworld in Frankfurt, Groot & Mislove and more. At this point, as the company continued to PAGE 70

grow, Michael Hernandez joined. As Michael explained, “I joined after finishing college in 2005 as an assistant to Neil and support to the studio, my duties were administrative at the time and then gradually grew into more responsibilities essentially doing just about everything in the studio and eventually taking long road trips and traveling with the collection on my own. In addition to the business administration and sales of the studio I am also a designer myself and have done a lot of art direction and designing. This job has taken me to several countries and most of the continental US.” In 2015, Michael received an offer to join another studio. Neil countered this with the opportunity to purchase the business. Michael continued, “Given the opportunity to be your own boss and manage the studio on my own terms was priceless. I continue to work with Gillian but she does more fine art and paint for herself as opposed to designs for the market. Neil is fully retired and enjoys playing guitar, tennis, traveling with Gill, and speaking foreign languages. We speak every now and then to catch up as they were essentially my work parents for ten years. I learned a lot of my design

sensibility from working with Gill and business management from Neil, together I felt prepared enough to run things on my own. Once I started running London Portfolio by myself, I decided to keep the studio name to maintain the recognition and good reputation the studio had. The only part of the business I had to really learn was the accounting and finance side, which after years of working with Neil and understanding how the sales flow throughout the year, it was easy to plan and account for the year.” Bringing the story right up to date, Michael has only added a few new designers to keep the collection curated and the quality standard high. “I value the experience of my artists to help me provide the best for my customers while trying to stand out in an ever growing and competitive market. We continue to be an important design resource for major retailers such as TJ Maxx, American Greetings, Hobby Lobby, and Joann Fabrics.”



Some of London Portfolio’s Key Designers Marie Gully

Marie Gully is a freelance Illustrator, who started her career in NYC, and is presently living in Charlotte, NC. She creates a variety of artwork ranging from apparel, home decor, graphic design and packaging. Marie interprets customers’ visions in a clean, colorful vector style. When not creating, she enjoys travelling, playing racquet sports, time with family and learning foreign languages.

Claire Scott:

Claire is a surface pattern designer and illustrator living in the countryside, just outside the market town of Beverley in East Yorkshire, UK. Claire loves colour, pattern and texture and takes inspiration from everyday life around her.

Kim Hinds

Kim is an illustrator and textile designer who works in various mediums both traditional and digital. With a career spanning over two decades, Kim has worked in-house and freelanced for many high street chains as a designer of home textiles in addition to several books, greeting cards, giftware, stationery and crafting products. Kim lives in the quaint fishing village of Brixham with her husband Stevie and their two dogs. She is the co-owner of Needle and Ned Ltd Embroidery kits.

She uses mixed media, hand drawn and painted elements in her work and brings them all together in Photoshop. Her favourite materials include watercolour, gouache, felt tips pens and pencil. She loves to illustrate a wide variety of subjects across a broad range of styles. Danara Smol’yaninova Danara is a Russian born illustrator exploring the world with her little family. She loves to study visual aesthetics in each new country she lives in and add it to her personal style. Danara and her family have lived in Shanghai, Tbilisi Georgia, now in Vladivostok Russia getting ready to move to Beijing. She does not have a singular style or just one drawing technique and style, because she always wants to experiment. Danara loves to create vibrant and emotional artworks, which makes people feel cozy and happy. PAGE 71

TOTAL Art Kath Leone

Kath grew up in Cape Town, South Africa. She completed her BA Degree in Textile Design & Technology at the Cape Peninsula University of Technology, in 2001. She has always loved to draw, so print design is her dream career. She designs prints and patterns for many end uses, but her area of specialisation is in ladies fashion so she is always keeping up with the latest trends. She has versatile handwriting and is always keen to try out something new to keep things fresh. Her overall design style is quite sophisticated while being happy and fun at the same time. Kath loves to make use of the wonders of Procreate on her iPad, but continues to include old school drawing and painting when it suits or if she feels like trying something completely different. Working between Cape Town and London, Kath enjoys the contrasting energies that they both have to offer. There is always something new happening in both cities as well as a wealth of history and culture to offer inspiration.



Shock Pattern Design Ana and Jacco Schokker are the team behind Shock Pattern Design. Based in The Hague in The Netherlands, they combine highly crafted hand-made elements that are arranged and delivered in organized files that are ready for use for fabric, home textiles, wallcoverings and other commercial applications. They are always

experimenting with traditional watercolors, line driven pen drawings and geometrical and abstract shapes. Drawing inspiration from nature and with a keen eye for illustrating a wide range of motifs perfect for surface design, Ana and Jacco work to provide classic themes with both a traditional and modern medium. In addition to drawing and painting, they enjoy hiking, movies, art, and enjoying interesting drinks and food.

Sharon Shields

Sharon Shields is a surface pattern designer and illustrator living in Montvale, New Jersey. Sharon’s love of color and pattern is the foundation of her work. Typically her work begins with painting in watercolor or gouache. After scanning the art she brings it in to Procreate. She likes the quality of textures and brushes in Procreate and can add some great affects and finishing touches to the final art there. Sharon studied Fine Arts at Syracuse University and spent the first half of her career as a textile/bedding designer in NYC. She now works from her home studio where she happily paints with her Westy Jake by her side. She enjoys taking art classes for inspiration and to learn new techniques. Last year Sharon took a watercolor class on seascapes at a local art institute.. “it was something new and I had always wanted to try landscape painting.” Her work has been featured on many products such as comforters, shower curtains, dishes, rugs, cards, stationary, wall art and garden flags. Most recently her illustrations were featured in a tween novel.


‘High there!’ - Something ‘turtley awesome’ and ‘magical’ has arrived! Creative Sparrow agency are excited to announce the acquisition of Okie-Dokie, a bright and vibrant children’s brand with vast appeal. Okie-Dokie, created by illustrator Ian Worrall-Dutton, is available to license on a wide range of Children’s products. Character development illustrator Ian has seen proven success with his characters within the children’s market with sister brand Hello Munki. Having seen huge success on stationery and a strong and reputable social media presence Creative Sparrow are looking to take OkieDokie to the next level, initial licensing efforts are underway with the agency who are committed to grow its brand, taking Okie-Dokie into the home and giving children an array of products featuring characters who have instant likeability and longevity. The brand consists of fourteen stand-alone


characters, each with its own tag line to suit its personality, also featuring bright and bold patterns which unify the brand. Opportunities for apparel, toys & Games, accessories, party and more will be a focus in 2021. We are also looking to partner with publisher’s to take the characters onto the page within a range of children’s books where the characters evolve and interact with one another. Okie-Dokie has wide appeal, aimed at 3-8 year olds, from board books and preschool toys and games to early years and with scope to extend to the tween market with characters such as the ‘utterly fabulous’ flamingo and ‘magical’ unicorn.

colourful! This is so important, so let’s make the future bright for our children (and FUN too of course!) Keep it Okie-Dokie! This is going to be ‘roarsome’ and we’re now looking for partners that would be interested in speaking with us in relation to this absolutely ‘splashing’ new brand aimed at the commercial

Ian Worrall-Dutton, creator of Okie-Dokie comments ‘Children love bright colours and the Okie-Dokie brand is nothing without colours - Let’s make the future brighter! My ethos behind the Okie-Dokie brand was to Keep it simple, keep it fun and keep it children’s and evergreen market. With a keen interest in sustainability Ian is keen to continue the green ethos of the brand. If you’re a manufacturer, supplier and/or retailer that would like to learn and understand more about this exciting opportunity then we have a super colourful portfolio and style guide that we’d like to share covering a wide selection of categories. Hannah Curtis of Creative Sparrow comments ‘Okie-Dokie is set to be the next big children’s brand, the friendly and fun characters have wide appeal and already feel part of the product market, with a strong logo and corresponding patterns it offers the full package.We are looking for the right partners across all territories to bring the brand to life.’ For more information, contact Hannah Curtis. PAGE 73





New York artist Lou Patrou has launched three distinct brands for apparel and lifestyle licensing: Patrou, Hank & Sylvie and Cootie Girl.

satile, it appeals to a wide demographic, from those with a casual sensibility to a higher stylish demographic. Hank and Sylvie consists of two characters that can be positioned individually as Hank for Men’s products and Sylvie for Women’s products or together as Hank & Sylvie.The brand can be represented in silhouettes for one and two-color applications such as embroidery, embossing, screening or in full color rendered faces.

With a catalogue of images encompassing a style range from decorative to whimsical to counter-culture.The designs and images convert into a wide range of products from mass market to more indie applications such as Artist Series collections. The apparel styles lend perfectly to collaborations, leading to their own “look” and collections. The Patrou brand appeals to those who attend art gallery openings, art fairs and street festivals, tattoo conventions and comic & vinyl collectibles shows. This demographic embraces

the massive new world of graphics, video game characters and NFTs, from artist pop-up shops and global street art, skateboarders and video gamers to Gen Xers, Millennials and Gen Zers. Cootie Girl is a women’s fashion brand with a fresh edge, a stylish direction and an emphasis on individualism and crisp high quality. The brand works perfectly both as a singular bold icon and can be utilized in patterns. Hank & Sylvie were born as a pair of large black & white drawings of faces and later digitally colorized. The Hank & Sylvie lifestyle brand is part kitsch, part retro styling a la 1950s vintage, and part contemporary Pop-Art. The brand is ver-


Patrou is an exhibiting fine artist whose images have been featured in countless art & design web sites and published in numerous magazines. His work has been exhibited in New York City, San Diego, Upstate New York, Los Angeles, London and New Orleans. The brands have been shown at Licensing Expo NY and Las Vegas and will be represented at the 2021 Shanghai Licensing Expo. Patrou Look Book: Hank & Sylvie brand Deck Cootie Girl Look Book:





Mark Feldstein & Associates have a number of new products due out for this year’s Holiday season. The Thomas Kinkade Lighted Holiday Canvases add a soft warm glow to home holiday décor. The canvases feature some of the renowned artist Thomas Kinkade’s festive paintings that are prized for their beautiful colors and holiday symbolism. To brighten up the occasion, the canvases feature batteryoperated LEDs and fiber optic lighting on his 24in x 16in “A Holiday Gathering” and LEDs only on his 24-in x 16in “Sunday Evening Sleighride” and 16in x 12in “Night Before Christmas” illustrations. As an added convenience, canvases include 6 hours on, 18 hours off automatic timer. Thomas Kinkade Canvases are available featuring A Holiday Gathering, Sunday Evening Sleigh Ride and Night Before Christmas. A further product line is the 3.25-inch Thomas Kinkade™ Porcelain LED Ornament Set Mark Feldstein’s set of three, 3.25-inch charming Thomas Kinkade™ Porcelain LED Ornaments will make a welcome addition to any Christmas tree. On one side of the colorful circular, flat-shaped ornaments are beautiful illustrations by the renowned artist that encourages people to pause, smile and truly enjoy this extraordinary holiday season! On the reverse side, Kinkade describes in his own words the inspiration behind these festive pieces of art. The Kinkade Ornaments illuminate with their battery-operated LEDs that will cast a beautiful warm glow and provide a holiday ambiance. The set features A Holiday Gathering, Victorian Christmas IV and Spirit of Christmas. Finally, with the 90th Anniversary in 2021 of Michigan born illustrator Haddon Sunblom’s iconic Coca-Cola Santa recognized around the world, Mark Feldstein are offering a series of Christmas Carol Clocks. Surrounded in a bright red frame, the colorful 8-inch clock dials feature the Coca-Cola Santa in whimsical poses delivering Christmas presents to the naughty and nice! As a bonus, to help get in festive spirit, each hour is announced by one of twelve traditional Christmas Carols. Each clock features a convenient built-in stand for tabletop display. A light sensor deactivates the Christmas Carols when the room is dark. Coca-Cola Clocks clocks feature Vintage Santa, Santa’s List and Santa’s Train.

The UK’s Royal Horticultural Society (RHS) has announced a partnership with renowned British fashion brand Oasis for an exclusive limitededition 27-piece collection of contemporary women’s apparel celebrating the joys of nature and horticulture. Using imagery from the RHS Lindley Collections, the world’s finest collection of botanical art, the Oasis design team worked closely with the RHS to carefully select and adapt a handful of the most striking drawings. The team then resketched the chosen images by hand, incorporating these prints into a new collection that is full of romance and timeless appeal.The 27-piece collection includes 11 enchanting prints in all. The styles include delicate maxi dresses featuring classic magnolias or bold multi-coloured blooms finished with intricate embroidered trims and ruffle details. Unique bird prints captivate the eye on elegant, tailored separates and corseted midi dresses that are perfect for special occasions. And floaty, boho-inspired pieces make for effortlessly chic summer dressing in both mini and maxi lengths, exuding luxury with crinkle georgette fabrics, lace yoke inserts and dramatic, tie-up sleeves. The core target market for Oasis is women in their early-mid 30s who seek quality, intricate details and print designs with a story. However, the secondary market for Oasis apparel is a significant one, and the association with the UK’s best-loved gardening charity is expected to further enhance the appeal of this new range to a wide age group. Michelle Evatt, Head Of Design at Oasis, comments: “We are extremely pleased to launch our first limited-edition collaboration with the RHS. As a brand that celebrates nature and weaves storytelling into print design, the opportunity to explore the RHS botanical print archives was priceless. Our design team carefully selected a handful of striking designs and re-sketched by hand, to incorporate these breathtaking prints into a collection that’s contemporary yet full of romance and timeless appeal, while capturing the essence of the RHS.” Cathy Snow, Licensing Manager, RHS, says: “From sketch to store, Oasis worked closely with the RHS to capture the essence of the work in our vast library. The results are some truly enchanting prints and captivating styles that together form a beautiful collection that celebrates the joys of nature in a delightful and original way.”


Articles inside

Sports Licensing article cover image

Sports Licensing

page 47
Brand Liaison to the Rescue article cover image

Brand Liaison to the Rescue

page 46
The Longevity of Art & Culture Licensing article cover image

The Longevity of Art & Culture Licensing

page 45
Profile: Licensing Management International article cover image

Profile: Licensing Management International

page 44
The World of IMG Licensing article cover image

The World of IMG Licensing

page 42
All Aboard article cover image

All Aboard

page 43
Eat, Drink and Be Merry article cover image

Eat, Drink and Be Merry

pages 38-39
Shakespeare Birthplace Trust article cover image

Shakespeare Birthplace Trust

page 41
Breaking the Mould article cover image

Breaking the Mould

page 40
The New Yorker article cover image

The New Yorker

pages 36-37
Social Media article cover image

Social Media

page 35
Steven Rhodes article cover image

Steven Rhodes

page 34
Jewel Branding & Licensing article cover image

Jewel Branding & Licensing

pages 18-21
An Education in Collegiate Licensing article cover image

An Education in Collegiate Licensing

pages 30-31
Brands that Tempt article cover image

Brands that Tempt

pages 14-17
Heritage Meets Technology article cover image

Heritage Meets Technology

pages 28-29
Cover Story: V&A article cover image

Cover Story: V&A

pages 22-27
News article cover image


pages 8-12
Saturday Evening Post article cover image

Saturday Evening Post

pages 32-33
It’s gr-r-reat article cover image

It’s gr-r-reat

page 13
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