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THE VOTES ARE IN... HAS YOUR BRAND MADE IT? WELCOME TO the 2014 Licensing.biz Power List, kicking off with Disney’s Frozen and ending with Major League Baseball. Inbetween, we have some climbers, some fallers, some newcomers and even some surprises. After the tremendous reaction we received to the inaugural Power List last year, it has been fantastic to see so many more people supporting this year’s book. We had to increase the pagination to accommodate all the extra interest and our chosen judges have been forthcoming with some great feedback on all of their votes. I don’t think it will come as too much of a surprise that Frozen has topped the Character & Entertainment section. The impact that the Disney property has had on pretty much every category couldn’t be ignored.
This year’s Licensing.biz Power List includes climbers, fallers, newcomers and some surprises. Likewise, LEGO stormed to a well-deserved victory for the second year in the Brands category, while FIFA World Cup 2014 followed in the footsteps of London 2012 Olympic Games last year by topping the Sports listing. But it was the Art & Design category that was the most closely fought. There was hardly anything between the top three – Orla Kiely, Cath Kidston and V&A. This was also the section that had the healthiest amount of new brands breaking into it. Happy Jackson, Smiley, Pantone, Joules, Gorjuss, Edward Monkton, Boo the Cutest Dog and Belle & Boo... take a bow.
There are also a fair number of high profile brands dropping in the Character & Entertainment category – highlighting the natural churn and lifecyle of this vibrant area of the market. But we’ve also seen new entries for the likes of Despicable Me, Doc McStuffins, My Little Pony, Adventure Time, The Simpsons, The Very Hungry Caterpillar and, perhaps most surprisingly, Downton Abbey. Congratulations to all the brands which were voted into the Power List, and to the companies which represent them. Thank you, too, to our headline sponsor miPR and gold partner, Counterpoint Systems, and to all the judges who gave up their time. Your support is priceless.
Samantha Loveday sloveday@nbmedia.com samantha.loveday@intentmedia.co.uk
www.licensing.biz
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THE MOST INFLUENTIAL BRANDS IN LICENSING
A WORD FROM OUR SPONSORS Kirsty Barr, Managing Director, miPR CONGRATULATIONS TO all those who made it into the 2014 Power List. In our PR world everyone’s a winner, regardless of position in the official rankings. As Headline Sponsor last year, I concluded my words by saying 2013 had been a great year for the industry and that it was fitting to commend the most influential properties and champion those spearheading the bright future of this great industry, which my team and I are so proud to work within on behalf of our clients. 2014 has been a year of ongoing success for some, unexpected success for others and groundbreaking for those who have strived to push the boundaries in this everevolving industry. Not only this year do I want to praise the brands and properties in the 2014 Power List, but also raise a cheer for the people who put their hearts and souls into the industry. Yes, we work with great brands ... In my distant past I was always proud to say I’d worked for the great and good such as the BBC and Discovery Communications. But actually, the people within this industry are without doubt some of the most committed, hard-working, honest and fun people I have ever worked with in my career which now spans many years (I’m not giving that secret away!). Behind every business and brand there is always a great team to deliver both success and results.
And the licensing industry without doubt has many good people within its fold. As miPR I regularly look up to our clients and admire their expertise and knowledge across so many aspects of this complex industry ... In contrast a PR’s role is relatively simple: take a brief, create a strong story, pitch it well and then pray for coverage ... Particularly if selling in to the national media.
The people within this industry are some of the most committed, hardworking, honest and fun people I have ever worked with. And I am proud we have clients who’ve once again made it into this year’s Power List not only because they’re considered a ‘power brand’, but because I can also say we work with them and assist in achieving great results. However, it’s not just about flicking through this year’s Power List and searching for those we know. It’s being delighted for all the new entries to this year’s list; to those who top it for a second consecutive year and also to those who remain at the top of their game. And as we gather together for another industry trade show, it strikes me that 2015 is already looking like it could be another
>>> For more information contact: www.mi-pr.co.uk www.licensing.biz
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smasher for licensing with muchanticipated big screen launches of Shaun the Sheep, Minions, Star Wars VII, Fifty Shades of Grey, Jurassic World, The Avengers and Spongebob. And that’s just a few of them. Not to mention Disney’s attempt to make amends by giving licensees a second window of success with the premiere of Frozen Fever (its short movie) in the spring.
Strong TV content will also boost industry revenues with classic revivals including Thunderbirds, Dangermouse, The Clangers and The Wombles, plus brand new content from the likes of Sonic Boom. But equally, it’s important we don’t dismiss the increasing value of licensing opportunity we’re seeing across homewares, textiles and digital. There are certainly exciting times ahead. So to summarise: well done the class of 2014. Wherever you are placed you’ve done a great job for the industry this past year and long may it continue. Keep striding forward this great and good industry: we need you!
l www.mi-events.co.uk l +44 (0)1494 775250
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A WORD FROM OUR SPONSOR Amos Biegun, Global Head of Rights & Royalties, Counterpoint Systems – a Vistex Company
Gold Sponsor
CREATING AN influential brand is no easy feat. Many of these successes will rely, at least in part on automating your backoffice process so you can concentrate on being creative and winning new business. Counterpoint Systems, now part of the Vistex Group of companies, gives brand owners, licensees and agents 360-degree control over their licensing business. With our License Maestro software you can save time and money on contract management and
royalty calculation, build allimportant relationships with your licensing partners using our online Licensing Portal and run the detailed financial analysis required to drive your business forward. Counterpoint has seen significant investment by Vistex in the License Maestro product line as well as huge growth in the industry over the last few years. We understand the unique business of licensing, and partnering with our clients – including Paramount Pictures, DC
Thomson, Arsenal Football Club and The Beanstalk Group – the company have designed and developed the most feature rich and intuitive software on the market. Our clients are not only selecting the best software, they are investing in a reliable, safe pair of hands with a long-standing credibility in the industry. Counterpoint are proud to be sponsoring the Licensing.biz Power List 2014 for a second year running and congratulate all the leading brands who made the final cut.
>>> For more information contact: www.counterp.com l info@counterp.com l 020 7543 7500
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>>>FROZEN
1
Brand Owner: Disney No surprise here, I’m sure, but Disney’s Frozen stormed to the top spot of the Character & Entertainment section. Judges praised Disney for going back to its most successful movie formula – a move which ultimately paid dividends as the film became the fifth highest grossing of all time, with a worldwide box office total of over $1.2 billion. Oh, and it’s also bagged a Golden Globe and two Oscars. However, this was success that the licensing industry wasn’t prepared for. The clamour from parents trying to get their hands on merchandise even made the national news headlines.
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“This was a surprise for almost everyone, as movies have been hard to gain momentum in retail over recent years,” said one judge. “The fanbase seems to have grown each month (post cinema period) and fans are getting behind it in their masses.” “What else can it be but Frozen?” exclaimed one judge. “Although retail support was limited for movie release, consumer demand has turned this property into one of the hottest of all time.” Another added: “The cross category appeal and offering has been great – I cannot think of one area of the business where Frozen has not worked.”
“[Frozen] has captured the attention of young girls in a way that no other girls property has recently,” continued another. It doesn’t seem like the clamour for Frozen product is going to wane any time soon either. A cinema re-release is coming in time for Christmas, while a new short film will also be landing in 2015. “This is the Disney movie that just keeps giving,” concludes another judge. “When I saw a small girl dressed as Elsa, singing Let it Go at the top of her lungs as her mum tried to rush her through St Pancras station to catch a train, you know this one has struck a very powerful chord.”
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>>>PEPPA PIG
2
Brand Owner: eOne
Ten years old this year, and one of the few pre-school licences you can truly bank on, Peppa Pig would have scored the number spot for the second year running, had it not been for the Frozen phenomenon. The judges were full of praise for the cheeky little pig, who is well on the way to becoming a true evergreen classic. “An evergreen that continues to reinvent itself, and keep current within an ever changing market. Strong developments on clothing, as well as an introduction into the adult gifting market broaden the appeal.” “Consistent performer that has been successfully re-engineered on an annual basis, successfully engaging new generations of consumers in a seamless way and maintaining the support of the trade.”
>>>DESPICABLE ME
3
Brand Owner: Universal
As one judge put it “who doesn’t love the Minions?” Many of the judges were in agreement that Despicable Me had the potential to turn into a classic franchise, with the Minions being the stand out stars. “[Despicable Me was] a huge hit, modern and relevant with incredible staying power. The interest has remained long after the movie has launched.” “It was a great year for DM2, even with the challenges on product development and availability. The characters are well loved and the diverse appeal of the Minions has won the hearts of grandparents, parents and kids alike.” Expect this one to stick around next year, with The Minions movie due to land in July 2015.
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>>>MINECRAFT
4
Brand Owner: Microsoft
Joint 22nd in last year’s Power List, we told you to watch out for Minecraft this year, and sure as night follows day it stormed its way into the top five. Capturing the imagination of children with such a simple concept, this has been the year that the game has really cut through into the mainstream. Book sales are dominating the bestseller lists, while the toys are flying off the shelves. “All the products are looking great on this brand and the in-store presence is really impressive for such a new release.” “It’s LEGO in an app.” “Amazing the imagery can be translated into any product given the simple pixelated design. “Every kid is talking about this brand.” Consider yourself told.
>>>STAR WARS
5
Brand Owner: Disney
The sheer breadth and depth of this brand still seems to take some people’s breath away. Number five for the second year running, don’t be surprised to see this challenge for number one next year ahead of the release of the hotly tipped new film. Details and pics have begun to appear online and social media, further raising the anticipation levels. “Sheer longevity and heritage of an entertainment franchise that appeals across multiple generations and has huge appeal, on the brink of a new chapter in Episode VII,” commented one of our judges. Meanwhile, another added: “For sheer inventiveness, and for keeping the brand and product top of consumers’ minds, even when there isn’t a film release.”
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>>> ME TO YOU
6
>>> DOCTOR WHO
7
Brand Owner: Carte Blanche
Brand Owner: BBC Worldwide
“Keeps re-inventing itself and contemporising all the time, which is all about having great new artwork. Very impressed,” enthused one judge about Tatty Teddy and Me to You. Carte Blanche has successfully expanded this beautiful brand outside of its ‘sentiment’ roots into a number of different categories, even apps. “Perhaps the industry was ready to write off this brand as yesterday’s news, but a strong comeback in 2014 has re-established their dominance in a number of categories, including food,” offered one of our judges.
One brand which has really stood the test of time, quite literally, is Doctor Who. The activity around the reveal of Peter Capaldi as the 12th Doctor, followed by the intense build up to the airing of the new series – the drip feed of trailers, the teasing interstitials on BBC1 – pretty much made the internet explode. Everywhere. All of this only underlined further the sheer worldwide reach that the brand enjoys. The number of fans who turned out to greet Capaldi and Jenna Coleman on their tour to launch the new series was simply astonishing.
>>> TMNT
8
>>> HELLO KITTY
=9
Brand Owner: Nickelodeon
Brand Owner: Sanrio
A masterclass in how to relaunch a retro property and make it work for a new audience. And our judges agreed. “Incredible relaunch of a classic. The toys are superb,” offered one. “Relaunching a past hit for a new generation audience is challenging but some strong partnerships and innovative toys, coupled with promotional muscle, have made it look easy,” commented another. The Turtles product line is vast – ranging from health and beauty, all the way through to musical instruments. The arrival of the film at UK cinemas in October should give the brand a further boost, too.
It may have fallen from its second position of last year, but Sanrio, and its UK agent Fluid World, continue to find new categories to move the Hello Kitty brand into, further bolstering its retail power. Latest collaborations include a tie up with heritage and lifestyle brand Barbour for a range of girlswear, plus an inspired partnership with DC Comics for a special SuperVillains series. The new artwork stars Hello Kitty styled as Catwoman, Poison Ivy and Harley Quinn and will target girls, women and collectors through a range of merchandise. A classic brand, still with great potential.
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>>> TRANSFORMERS
=9
11
>>> DOC MCSTUFFINS
Brand Owner: Hasbro
Brand Owner: Disney
“Well planned and executed launch. Particularly liked the global day and date range launch,” was just one of the comments we received from the judges on Transformers. Another judge summed it up: “This is actually a bit of an unsung hero at retail. The movie is simply one aspect of the brand, with it now being more of a franchise than a movie brand. This shows the longevity of the brand has been proven and demonstrates the appeal of it for many years to come. This year, a huge amount of products hit the market to cater for the high demand.”
A newcomer to this year’s Power List, Doc McStuffins has proved the market still has plenty of appetite for a decent pre-school property. The show got off to an amazing start in 2013 – notching up record ratings on Disney Junior – and the licensing programme has really ramped up this year. The Flair toy range is a particular highlight, with the Doctor Bag Set named in a number of retailer lists for top products to watch out for this Christmas. “Innovative property with educational theme that translates well into kids play/licensed merch.”
>>> BATMAN
12
>>> DOWNTON ABBEY
=13
Brand Owner:
Warner Bros. Consumer Products
Brand Owner: Handled by Metrostar
One of this writer’s favourite impressions to do (“I am Batman!”), the Batman brand is 75 years young and is a consistent top seller in terms of licensed merchandise. WBCP has worked hard with its licensees to create a Batman for all age groups – from the darker films, through to the new TV series and the products for pre-schoolers. Any drip of information on the eagerly awaited Batman v Superman: Dawn of Justice (now due in 2016) is being lapped up by fans.
Not to all tastes certainly, but Downton Abbey has been a TV phenomenon over recent years. Destination TV for a Sunday evening (and Christmas Day), the brand has been cleverly expanded from the TV screen into a range of product, which is being snapped up by fans across the globe. Merchandise ranges from jigsaws, stamps and jewellery, through to Downton branded wine and tea, as well as roses in the US (‘described as beautiful and romantic, but also dramatic and tenacious’).
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>>> MOSHI MONSTERS
=13
>>> MY LITTLE PONY
=13
Brand Owner: Mind Candy
Brand Owner: Hasbro
“From a UK point of view, the property is still very visible at retail, is well supported with promotions and has had a good year. Whether 2015 will be as strong remains to be seen, but it should be applauded for the scale of its success and the range of products developed,” said one judge. Number three in the Power List last year, there’s no denying that Moshi Monsters is no longer at its peak, however Mind Candy continues to strike some innovative deals. The latest is with The Conservation Volunteers. Carte Blanche’s plush line has also been a winner.
Hasbro has done an amazing job over the past few years, turning the Ponies that many (including this writer) remember from their childhood into a true entertainment property. The bright and colourful new look has translated well onto product, creating a collection with stands out on retail shelves and appeals to various age groups. The rise of the ‘Bronies’ too has added another dimension to the brand. Check out if you can the 2012 documentary Bronies: The Extremely Unexpected Adult Fans of My Little Pony. Simply awesome.
>>> SPIDER-MAN
=13
>>> ANGRY BIRDS
=17
Brand Owner: Disney
Brand Owner: Rovio
The only Marvel super hero to have his own entry in the Power List, the Spider-man brand continues to have a powerful presence at retail. Sony Pictures detailed plans to release a Spider-man movie every year to Variety back in February, significantly expanding the universe. The Amazing Spider-man movie reboot is still attracting fans, too. The second movie in the franchise topped the UK box office for several weeks back in May – it debuted with £9 million, at the time making it the biggest opening in the UK of 2014. The Amazing Spider-Man 3 is due to arrive in summer 2016.
Down from number four last year, Angry Birds was still highly praised by our judges, with one saying: “Keeping a digital IP evolving and innovative”. Angry Birds Stella is the latest brand extension, with the game seeing a host of female characters join together to save Golden Island from a wicked Princess. In a twist though, Angry Birds Stella comes with a line-up of Telepods, courtesy of Hasbro, offering kids a range of figures that can be used for standalone play, as well as teleport into the game as playable characters. Angry Birds Transformers has also been a smash hit this year.
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>>> BREAKING BAD
=17
>>> MINNIE MOUSE
=17
Brand Owner: Sony Pictures
Brand Owner: Disney
“I believe Breaking Bad deserves a mention because it’s a programme which has been started from scratch, and has built up a huge momentum in a short space of time with a great range of designs and products,” commented one judge. Rocket Licensing is building up the CP push, with the brand having 12 licensees on board to date. Product already at retail includes posters, t-shirts and sweatshirts, nightwear, underwear, dressup, phone and tablet cases, an app and notebooks, while a Breaking Bad Top Trumps game is also on the way.
Joint 12th with Mickey last year, Minnie Mouse is going it alone in the Power List this year. The strong performance of the brand was namechecked by The Walt Disney Company when it announced its Q2 16 per cent revenue growth back in May. The classic character continues to adorn consumer products ranging from ride ons and apparel, through to ice cream and hair care lines. Another brand which manages to appeal to a wide range of ages, Disney has also been clever with the licensees it teams up with and the style guides.
>>> SKYLANDERS
=17
>>> BARBIE
=21
Brand Owner: Activision
Brand Owner: Mattel
Activision has become something of a permanent fixture at trade shows in the licensing and toy industries over the past few years, and the way it has built the Skylanders programme should be admired. Working with CPLG in the UK, Activision has succeeded in turning a video game into a year-round seller, no longer reliant on the short selling window around launch. In 2013, the Skylanders franchise generated more than $1.5 billion in worldwide retail sales. The latest game in the franchise – Skylanders Trap Team – will hit retail in October and introduces the new ‘Traptanium portal’.
The undisputed Queen of the fashion doll scene, Mattel has built Barbie into a solid lifestyle brand. This year’s entertainment release which the marketing theme will hang around is Barbie and the Secret Door, with Mattel having already partnered with The X Factor vocal coach Yvie Burnett for a special competition. Fans will have the chance to win a place at the Barbie Secret Door Singing Class. In addition, Sony is working with Mattel on a live action Barbie movie. “Now is the right time in Barbie’s celebrated history for her to star in a live action, contemporary comedy,” said Mattel’s Tim Kilpin.
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>>> THE SIMPSONS
=21
>>> THE GRUFFALO
=21
Brand Owner: 20th Century Fox
Brand Owner: Magic Light Pictures
It may be 25 years old, but The Simpsons is showing no signs of slowing down. In fact, if anything, its licensing activity has soared this year. The big news, of course, was the launch of the LEGO Simpsons Minifigures, while other activity has seen NECA expand its range of The Simpsons Greatest Guest Stars figures and a Marge-inspired make up line launch in MAC stores in the US. Further apparel deals, plus tie ups with FC Barcelona and Chelsea for co-branded merchandise, have further boosted it.
Another brand celebrating a milestone anniversary this year (15 years in this case), The Gruffalo is a modern classic. Handled by The Licensing Company, the uniqueness of the character has allowed licensees to come up with some fantastic interpretations on product. Partnerships with the likes of Specsavers and The National Literary Trust, as well as Thorntons on The Giant Chocolate Gruffalo, has expanded the reach of the property further. Definitely has evergreen potential.
>>> ADVENTURE TIME
=21
>>> HUNGRY CATERPILLAR
=21
Brand Owner: Turner
Brand Owner: Eric Carle
“Quirky and original with a wide appeal, the licensing programme has managed to capture sales across kids/teens and adults, with some really innovative partnerships and products,” commented one of our judges about Adventure Time. Recent tie ups include a deal with H&M for an exclusive t-shirt line featuring lead characters Finn and Jake, as well as slogans from the show. A seventh season has been greenlit, with season five currently airing across Europe, the Middle East and Africa. Season six will premiere in spring 2015. Keep an eye on this one for next year... it has bags of potential.
“A 1960’s design that is still going strong today. Keeping the licensing programme tight and selective has meant a level of exclusivity, which means the brand has managed to maintain more of a high-end feel at retail,” said a judge about The Very Hungry Caterpillar. Agent Rocket Licensing helped to celebrate the 45th anniversary of the brand this year, while a poll also revealed that is was ‘the ultimate book for children under five’. There are over 30 licensees in the UK with products including toys, jigsaws, nightwear, tableware, creative play, toiletries, bedding, publishing and gardening lines.
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>>>LEGO
1
Brand Owner: LEGO Group This category was pretty much a clean sweep for LEGO for the second year running – but given the success of The LEGO Movie and the firm’s continued dominance at toy retail, this should come as no surprise. “The movie was genius and changed perceptions of the brand, but the gift licensing is never obvious and uses some less predictable partners to retain individuality and quality.” “All the licensing deals are very clever and the product always look great.” “LEGO sits at the top of the leagues for everything.”
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While we said last year that LEGO is one of those brands which has managed to transcend its core category, this has continued in 2014, thanks to a series of interesting and engaging partnerships. Plus, there was a lot of love for The LEGO Movie from our judges (with Unikitty coming out particularly well). “The movie was a master stroke, proving that everything is indeed awesome,” was the quote from one of our panel, which pretty much summed it up. For many though, the strength of the LEGO brand lies in its ability to appeal to such a wide audience.
One judge said: “It continues to stay relevant to today’s market with clever innovation. Every child grows up with LEGO – from Duplo when they are little, right up to core LEGO for older children.” Where does it go from here? Well, all the indications point upwards. The group reported an increase in revenue of 15 per cent in the first half of 2014, while sales growth in Europe, the Americas and Asia was in the double digits. China saw the most significant growth in the region by more than 50 per cent. It seems everything will remain awesome for some time yet.
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>>>ONE DIRECTION
2
Brand Owner: Global
Merchandising Services
One Direction continue to defy the critics which say they should be well past their sell by date by now. We even questioned in their entry last year whether they would reappear in 2014 – instead they’ve gone and moved up a place. “Each year licensees and retailers comment ‘can 1D be as strong for another year?’ and the answer has continued to be yes,” said one judge. “This year has been another bumper year for the band and retail sales and product portfolios have been equally impressive to support this continued appetite for everything 1D. Can 2015 be another bumper year? I think so.” Another added: “The changes that have come through in the style guide and colour-ways are strong.”
>>>COCA-COLA
3
Brand Owner: The Coca-Cola Company
It may have swapped places with One Direction in this year’s list, but Coca-Cola remains the behemoth of brands. The successful named bottle positioning continued this year, shifting slightly to allow consumers to have their own choice of names printed. You can even get one for your pet, according to the latest ad. “As it approaches its 100-year anniversary, it remains not only iconic but relevant across so many different areas,” said one judge. Last month, the brand and its licensing ageny, TLC, picked up the Best Brand Licensed Property at The Licensing Awards. And at time of writing, the ‘Holidays are coming’ truck had already started doing the rounds on social media.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: BRANDS
>>> APPLE
4
>>> TANGO
=5
Brand Owner: Apple, Inc
Brand Owner: Britvic
One judge simply said: “The biggest brand ever. Steve Jobs has left one of the greatest legacies.” This sentiment was echoed by a number of other panellists, too. “No one comes close for creative simplicity,” commented one. “Style and minimalist winners of the techno age and with Beats they now have even wider appeal to the masses,” said another. The recent launch of the iPhone 6 and iPhone 6 Plus broke new records – reaching ten million global sales in one weekend. The arrival of the Apple Watch in 2015 is also hotly anticipated.
“I love the job Ian [Downes, at Start Licensing] has done with Tango,” offered one judge. “It’s so innovative – the ice lollies, for example, and the food and the gift products. It’s fantastic.” The increase in licensing activity has helped Tango move up the rankings slightly from last year, with judges widely praising the innovation of product. “The pace of licensed product has been fast and the quality of licensed product excellent; plenty of scope from air fresheners to popping candy,” commented one. “Innovative brand extension,” added another.
>>> GREAT BRITISH BAKE OFF
Brand Owner: Handled by Metrostar
=5
“The TV show that has a huge following and is causing social change in the UK’s kitchens,” one of our judges said about The Great British Bake Off. The property has climbed significantly (last year it was in joint 17th place) thanks to a number of clever collaborations from Metrostar. Licensee Ethos Housewares also picked up the Best Licensed Home Décor, Tableware or Housewares accolade at The Licensing Awards for its collection of kitchenware.
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>>> JCB
=7
Brand Owner: JC Bamford Excavators
“Iconic and universal, with great extensions into product,” was the comment which best summed up the judges’ view of JCB. The licensing programme has continued to swell over the past 12 months, with Golden Bear leading the way in the toy sector. Its My 1st JCB range has expanded the brand in the pre-school sector in a fun way and has really connected with the younger age group. Offered one judge: “The success of the children’s spin-off characters deserves recognition.”
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THE MOST INFLUENTIAL BRANDS IN LICENSING: BRANDS
>>> MARVEL SUPERHEROES
=7
=9
>>> NIKE
Brand Owner: Disney
Brand Owner: Nike, Inc
Iron Man, Thor, Captain America, Hulk, Black Widow, Spider-Man, the Guardians of the Galaxy ... Sounds like the most amazing super group ever, right? And in a way it is. Individually, the Marvel Superheroes are solid brands – with Iron Man and SpiderMan being particular stand outs – but putting them all together under one umbrella brand has been a genius move. “An amazing job has been done in every way – retail execution, product, marketing, etc,” enthused one judge. Product covers a vast number of categories, and there’s still more to come.
“The ‘tick’ says it all and now feels like a part of every day life – surely the ultimate goal of a brand?” asked one judge. Instantly recognisable by its ‘swoosh’ or even by three little words (no, not those ones... these ones – Just Do It), Nike is perhaps the ultimate power brand. Its partnership with running buddy Apple – initially for the Nike+iPod – will continue, with the CEO hinting at a potential ‘iWatch’ collaboration earlier this year. ‘Just Do It’ first appeared in 1988 and was chosen by Advertising Age as one of the top five ad slogans of the 20th century.
>>> JAMIE OLIVER
=9
=9
>>> WALL’S ICE CREAM
Brand Owner: Jamie Oliver
Brand Owner: Unilever
Perhaps the ultimate celebrity chef, Oliver has most recently been on our screens with Jamie Oliver’s Food Revolution. At the same time, he is continuing his high profile campaign for better food education and readying his new book, Jamie’s Comfort Food. In terms of consumer products, he has a plethora of food and home products (such as knives, gadgets and accesories), a Jamie Magazine, Jame’s Italian Shop, Jamie Oliver’s Fifteen Shop, Jamie at Home Shop and even Wood Fired Ovens by Jamie Oliver.
Wall’s is the world’s largest ice cream brand with a heritage that stretches back almost 100 years. All of this means that there is plenty to work with in terms of the licensing programme – product available includes apparel, gifting, picnicware, novelty toiletries, lip care, small domestic appliances and key rings. Licensing and retail innovation agency Hot Pickle works closely with the Wall’s team to source historic imagery from the archive to develop a unique style guide. “The retro ranges look great and make you smille,” was one comment.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: BRANDS
>>> JACK DANIEL’S Brand Owner: Handled by Beanstalk
12
“A well managed programme that seems to be very selective in partnership terms, but has blended a good mix of products including food partnerships through to apparel and gifting,” was just one of the comments from our judges about Jack Daniel’s. The high profile tie up with Frank Sinatra Enterprises for the Sinatra Select line continues – having previously only been available in international duty free retailers and Tennessee, the brand landed in US retailers at the end of last year. The cool and laid back advertising which surrounds Jack Daniel’s stands out as some of the best when it comes to alcohol brands.
>>> VOLKSWAGEN Brand Owner: Volkswagen Group
=13
VW archivist Dr Gutzmann gave a keynote address at last year’s Brand Licensing Europe. Called Milestones and Magic: The History of Volkswagen, this sparked off huge interest in the brand, and it climbs a couple of places in this year’s listing. A major three-year deal was inked with Golden Bear at the end of 2013, which will see the toy firm deliver a range of Volkswagen vehicles from this autumn. The collection features custom styled pre-school vehicles aimed at children aged three to six, including the Volkswagen Beetle and Campervans. Judges also praised the gift lines, ceramics, wall art and pop up tents.
>>> THE BEATLES Brand Owner: Handled by Caroline Mickler
=16
“Has been well managed and has a range of products that use the heritage of the brand really well and successfully engage new generations of fans. Particularly successful in apparel, The Beatles is a programme that doesn’t seem to age and is kept fresh by some very proactive licensees.” Consistently nominated at The Licensing Awards in the Best Music or Celebrity Licensed Property category, The Beatles is one of only two bands featuring in the Power List, albeit significantly lower than the modern day version of 1D.
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>>> THE BEANO Brand Owner: DC Thomson
=13
Thanks to the hard work of DC Thomson and Start Licensing, The Beano’s licensing programme remains as one of the most talked about in the industry. A textbook example of how to take a 75 year old property and develop it outside of its core market. Recent deal extensions include Dr Martens, which will launch a new autumn/winter limited edition The Beano collection starring Dennis the Menace, Gnasher and Minnie the Minx. Dr Martens and the team are also fresh from picking up the Best Licensed Children or Adult Apparel Range at The Licensing Awards, too.
>>> GUINNESS Brand Owner: Diageo
=13
“One of the consistent performers in brand licensing,” commented one judge. “Has successfully developed big categories like Christmas gifting, food and apparel.” Another added: “A great example of how to take a one sku product across multiple categories.” Originally leased in 1759 to Arthur Guinness at £45 per year for 9,000 years, St James Gate in Dublin has been the home of Guinness ever since. The largest brewery in the world by 1886 – with an annual output of 1.2 million barrels – it is still the largest brewer of stout in the world. Some clever licensing partnerships have further underlined its heritage.
>>> NATIONAL TRUST Brand Owner: The National Trust
=16
Another brand making a reappearance from last year, The National Trust was widely praised for being a charitable example of strong brand awareness and support. High profile campaigns using characters from The Beano and Aardman Animations did wonders to boost its presence in the industry. Last year also saw The National Trust team with Panasonic – every customer who bought a new Lumix camera received a complimentary year-long membership to the National Trust.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: BRANDS
>>> DISNEY Brand Owner: Disney
=16
>>> MONOPOLY Brand Owner: Hasbro
=19
“On the back of the Frozen success, and continued hype around the Marvel movie franchises and the run in to Star Wars Episode VII, Disney remains every bit the media industry powerhouse,” commented one of our judges. Interesting though, that it’s the louder bif, bang and pow of the Marvel Superheroes which sparked the most interest with our judges.
A perfect example of how you can take a classic, but simple board game and turn it into a mega brand. Various high profile licensed versions, plus a major consumer campaign to get fans voting to have their home town ‘Monopolised’ have been among the genius moves from the Hasbro licensing team.
>>> CATERPILLAR
>>> VIRGIN
Brand Owner: Caterpillar, Inc
=19
Brand Owner: Richard Branson
=19
While it hasn’t made as much of an impact in the licensing sector as JCB, Caterpillar is slowly and steadily growing its presence here. The trademark Caterpillar yellow livery and the ‘CAT’ logo are the two obvious assets to be implemented across product ranges, and it is certainly one to watch for the future.
While we’re all still waiting to see how the first Virgin Galactic commercial space flight will go – and what this could then mean for any future holiday plans – the brand itself is quietly going about its business of being one of the biggest in the world. The TV ads with Usain Bolt continue to be a source of much amusement.
>>> MARMITE
>>> BEATS BY DR DRE
Brand Owner: Unilever
=19
Brand Owner: Apple, Inc
=19
It’s surprising to see Marmite slip this far down the listing (having been joint fourth last year), as the brand has enjoyed a pretty solid 12 months of licensing growth. Recent activity will result in two board games launching from Pants on Fire Games, after they charmed Duncan Bannatyne and Peter Jones in Dragons’ Den.
Apple paid $3bn for the company behind the ubiquitous headphones and it will be interesting to see what happens next in terms of collaborations. Beats already has a strong brand presence on a global scale, say a number of our judges and there’s no doubting the huge fanbase.
>>> GOOGLE
>>> CHUPA CHUPS
Brand Owner: Google
=19
“Still owning the web and grabbing the headlines with Google cars and glasses,” commented one of our judges. Much more than just a search engine nowadays, it may be a new entry into the Power List this year, but it regularly appears in Forbes’ list of the World’s Most Valuable Brands. And once your company name is a verb, you know you’ve made it.
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Brand Owner: Chupa Chups
=19
Apparel has become the latest category to be conquered by Chupa Chups, with the firm sealing a deal with H&M earlier this year. Another relatively big faller from last year in our list, this perhaps just underlines how stiff the competition has become in the brand licensing sector.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: ART & DESIGN
>>>ORLA KIELY
1
Brand Owner: Orla Kiely “It’s all about the colour palette and some very simple shapes. To keep that protected and build it as a brand is an exercise in how to influence public taste, very well managed in this case,” commented one judge about this year’s most influential brand in the Art and Design category. Moving up from the number two spot last year, Orla Kiely was roundly praised by our judging panel, with many calling it an ‘aspiration’ brand. From handbags, clothing and accessories, to electrical accessories and housewares, through to stationery,
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fragrance and paper products – the distinctive Orla Kiely creative is strong and commercially viable. “It is a great case study of mid to highend licensing which has been carefully managed and has successfully delivered a portfolio of interesting products distributed in good quality retailers that have added to the prestige of the brand,” explained another judge. “The brand is very diverse and it’s amazing to see how it has grown over the last few years,” commented another. Known for her retro prints and designs, notable works include pear and stem
design flowers and acorn designs, Kiely was once described by The Guardian as the ‘Queen of Prints’. As well as the more traditional areas, Kiely’s prints have also appeared on Citroen DS3 cars and London buses. Products are sold online, through her own beautifully laid out store in London’s Covent Garden or outlets such as John Lewis department stores. “Contemporary, versatile designs have lent themselves from everything from handbags through to cars – how many brands can say that they have done that?” concluded another judge.
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2
>>>CATH KIDSTON Brand Owner: Cath Kidston
“Beautiful designs which have captured the heart of a nation. Appeal to all ages, across a variety of home and lifestyle products,” offered one judge about Cath Kidston. The designer, businesswoman and MBE opened her first shop in London’s Holland Park in 1994. By the end of 2013, there were 136 outlets, with a flagship store on Piccadilly. Kidston’s vintage style designs have appeared on products ranging from tote bags and purses, fashion, accessories, homewares, fabric and wallpaper and even shoes. “An innovative application of good design to capture multiple product categories,” said another judge. Kirstie Allsopp (who features later on in our listing) is Kidston’s cousin.
>>>V&A Brand Owner:
3
V&A Enterprises
Last year’s number one, V&A was still widely praised by our panel of judges and remains a market leader. “Arguably could be even more high profile, but considering they are a museum and in the public sector, they have developed some fantastic products,” commented one judge. “They have created long-term partnerships that provide ongoing revenue streams with products that match the brand.” Another added: “I continue to be impressed by the way they produce some genuinely wonderful and stylish consumer products, sales of which support this institution, described by a prominent New York museum as ‘uber trendy’.” Another simply said: “It has to be V&A for me ... beautiful.”
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THE MOST INFLUENTIAL BRANDS IN LICENSING: ART & DESIGN
>>> EMMA BRIDGEWATER
4
>>> LONDON UNDERGROUND
=5
Brand Owner: Emma Bridgewater
Brand Owner: Transport for London
Remaining in the same position as 2013, Emma Bridgewater was praised for having a good range of products that are well designed and kept at a high standard. “Strong, commercial and recognisable,” said one member of our panel. Another added: “Very tightly controlled programme that seems to have had more successes than failures.” And yet another: “I love the brand extensions here. Very distinctive, very impressive. You always know it’s Emma Bridgewater.”
A significant climber from last year, the London Underground has seen a boost in its licensing activity in the past 12 months – with the recognisable map and key stations appearing on more product than ever before. Most importantly, perhaps, these are items which appeal to both tourists and locals alike. “These enduring and iconic designs stay relevant by being given imaginative and sometimes humourous interpretations, without ever losing the consistency and purity of the overall look.”
>>> PAUL FRANK
=5
>>> LIBERTY
7
Brand Owner: Saban Brands
Brand Owner: Liberty London
Another major climber (the property was joint 15th with London Underground, Andy Warhol and Simon’s Cat in 2013), Paul Frank’s licensing programme has come on leaps and bounds since being picked up by Saban Brands. While in the US, the Julius character has also been spun out into the pre-school sector, the focus on the UK is still on product currently. “Clean, simple and with global appeal, what might be thought of as a very narrow range of visual assets has been brought to life with some clever collaborations.”
Another brand which always gets its collaborations spot on, the luxury Regent Street department store opened in 1875, originally selling ornaments, fabric and objets d’art from Japan and the East. The high profile tie-up with fellow Power Lister Hello Kitty remains a key talking point (despite beginning being back in 2011). The Liberty Art Fabrics x Hello Kitty saw products such as cosmetics, toiletries, accessories, bedding, wallpaper and stationery launch. However, the store also remains a major attraction in its own right.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: ART & DESIGN
>>> NATURAL HISTORY MUSEUM
8
>>> HAPPY JACKSON
=9
Brand Owner: Natural History Museum
Brand Owner: Giles Andreae/ Heather Flynn
The educational but fun focus of the Natural History Museum has helped it to steadily build a top notch licensing programme, spanning a raft of different products. The museum’s most recent tie up is with Nurture Rights to develop and market pre-school property, Dinosaur Roar. The ten-year deal will see the palaeontology team work with the entertainment firm to develop the brand. Plans include an online world for pre-school fans, a touring dinosaur exhibition and an IMAX experience.
‘When Giles sent Heather his sketch of a curious little pug, it was the beginnings of a beautiful thing’ reads the info on the website. Happy Jackson was born and that same pug can now be found on a host of merchandise. This includes home and kitchenware, bags and accessories, stationery, storage tins, greeting cards and gift wrap – all emblazoned with the kind of witty phrases Andreae is known for. The highest new entry in the category, this is definitely a brand to watch.
>>> SMILEY
=9
>>> KIRSTIE ALLSOPP
=9
Brand Owner: The Smiley Company
Brand Owner: Handled by BBC Worldwide
The second highest new entry into our Art and Design category, the Smiley brand long ago made the successful transition from simply being known as a happy emoticon to pure lifestyle property. Licensed products now range from clothing and accessories, through to mugs, bags, headphones and homewares. One of the most recognisable logos in the world, it boasts over 1,000 licensees and collaborations across the world since 1972.
“The developments on stationery not only looks fantastic, but are a strong commercial proposition – playing in a market that isn’t usually a licensed focus,” commented one of our judges about the Kirstie Allsopp brand. A great example of celebrity endorsement creating product that has real appeal in its own right. Allsopp’s profile has also continued to remain high, thanks to her shows Location, Location, Location and Kirstie’s Fill Your House For Free.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: ART & DESIGN
>>> TATE MODERN Brand Owner: The Tate
=9
Britain’s national gallery of international modern art, the Tate Modern forms part of the Tate Group. It is the most visited modern art gallery in the world, with around 4.7 million visitors a year. It holds the national collection of British art from 1900 to present day, as well as international modern and contemporary art. Recent high profile exhibitions have included pop artist Roy Lichenstein and Henri Matisse’s paper cut-outs. Image licensing is just one area that helps to fund the museum’s activities. Quite simply, Tate Modern is a must visit for any visitor or local looking for a good day out.
>>> WITHIT Brand Owner: Withit
=9
It’s been a busy year for the team at Withit – as well as its flagship Withit characters, the firm is also preparing to launch a number of new brands including Phizzhogs, Kitties in the Cities and Joey and Joy. Headed by the popular Dolph Zahid and Brad Caines, Withit expanded its team in May, welcoming Denise Deane as design and development manager. Deane has been working with Caines to develop finished products on all of its licensable brands, with her main objective to offer a better representation of the brands by bringing their graphics to life. A well respected firm in the industry, more success should be expected in 2015.
>>> JOULES Brand Owner: Joules Ltd
=16
Started by Tom Joule in 1989, the British highend clothing specialist is a new entry into our Power List this year – coinciding with the firm celebrating 25 years in business. The firm expanded with its children’s clothing line in 2003, the same year it printed its first ever catalogue. Its website followed shortly after in 2004. The recognisable hare logo was introduced in 2006, while the popular Winnie the Horse applique first galloped onto its girls’ clothing in 2007. It seems that the humble welly boot is by far the most popular purchase – Joules has sold 1.4m pairs since it began.
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>>> BANKSY Brand Owner: Banksy
=9
“A Bristol legend who went mainstream a few years ago and is still as popular as ever,” commented one of our judges about the pseudonymous graffiti artist (and also political activist, film director and painter, according to his entry on Wikipedia). The style of satirical street art – with graffiti executed in a distinctive stencilling technique – has earned Banksy a fortune and include Balloon Girl, Ballerina with Action Man Parts and Glory. TFL apparently painted over the iconic image of a scene from Pulp Fiction, showing Samuel L Jackson and John Travolta clutching bananas instead of guns in 2007.
>>> PANTONE Brand Owner: Pantone Inc
=9
A new entry into the Power List this year, and a fabulous example of how something you wouldn’t consider to be a ‘brand’ can break into the licensing industry, Pantone began as a commercial printing company back in the 1950s. Each year, it names a ‘colour of the year’, with 2014’s being Radiant Orchid. 2012’s colour of the year – Tangerine Tango – was used to create a make up line in partnership with Sephora in the US. “A global colour system that translates into powerful iconic merchandise,” said one of our judges. “I love what they have done – very creative,” said another.
>>> GORJUSS Brand Owner: Santoro Graphics
=16
The beautiful Gorjuss graphics have bewitched retailers across the UK, with a healthy collection of product available. Latest additions include a line of six new Gorjuss lip balms, while there are also emergy boards and manicure sets featuring characters such as The Dreamer, Ladybird and Hush Little Bunny. Other products include apparel, keyrings, notebooks, mugs, iPad and iPad Mini cases, napkins and umbrellas among others. Last year also saw Santoro strike a deal with United Colors of Benetton for a spring/summer ‘Undercolors’ collection, having previously worked together on other product lines.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: ART & DESIGN
>>> ANDY WARHOL Brand Owner: Andy Warhol Foundation
=16
>>> SCIENCE MUSEUM Brand Owner: Science Museum Group
=16
A leading figure in the pop art movement, Warhol’s works include some of the most expensive paintings ever sold. The Andy Warhol Museum in his native city, Pittsburgh, Pennsylvania, is the largest museum in the US dedicated to a single artist. His iconic works - including Campbell’s Soup Cans - appear on a number of products.
One of three major museums on Exhibition Road in South Kensington, London, the Science Museum attracts 2.7 million visitors annually. Clever tie ups across a selection of categories – with toys being a particular highlight – has seen its licensing presence soar.
>>> IWM
>>> LIFE
Brand Owner: Imperial War Museums
=16
Brand Owner: Handled by Bulldog Licensing
=21
The British national museum organisation has branches in five locations in England – IWM London, IWM Duxford, HMS Belfast, Churchill War Rooms and IWM North. The museum aims ‘to provide for, and to encourage, the study and understanding of the history of modern war and ‘wartime experience’.
The LIFE photographic library boasts some of the world’s most recognisable photographs, and Bulldog Licensing has been steadily building up the consumer products programme. The timeless brand boasts a raft of licensees including Portico, VMC, Benchmark, Pyramid, The Art Group and Poetic Gem.
>>> EDWARD MONKTON
>>> BOO THE CUTEST DOG
Brand Owner: Handled by DRi Licensing
=21
Brand Owner: Handled by Caroline Mickler
=21
Created by British artist, poet and greeting card writer, Giles Andreae, the quirky and catchy Edward Monkton cartoons have been used on a host of merchandise. Some of the best loved characters include The Pig of Happiness and The Penguin of Death.
If you don’t find this little fella cute, you must have a heart of stone. Just look at that face - he’s not called The World’s Cutest Dog for nothing you know. That furry face has already appeared on a number of products in the UK including stationery, t-shirts, storage boxes, book bags and more.
>>> BELLE & BOO
>>> KEEP CALM...
Brand Owner: Mandy Sutcliffe
=21
A simply beautiful, traditional British lifestyle brand which focuses on the world of a bob haired little girl called Belle and her bunny friend, Boo. It is known for its original, storybook illustrations, with the product collection including gift items, books, framed artworks, stationery, homewares and a clothing collection. Sutcliffe herself has had four books published to date.
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Brand Owner: Keep Calm & Carry On Ltd
=21
It may have fallen some way down our listing from last year, but the Keep Calm & Carry On brand – and various parodies – is still a major fixture on the High Street. For those who don’t know, it was originally a motivational poster produced by the Government in 1939.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: SPORTS
>>>FIFA WORLD CUP 2014
1
Brand Owner: FIFA 2014 played host to a summer of football, and the four-week tournament succeeded in throwing up a number of talking points. The woeful performance of the English national team for starters, trophy holders Spain being the first team out, Germany’s efficient demolition of host nation Brazil and eventual overall triumph. However, the World Cup tournament itself also scored highly with the judges on a number of levels. “It certainly covered a lot of product areas and I would imagine that sales of stickers alone made it one of the biggest success stories,” one judge offered.
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“An example of a licensing campaign that you have to view globally rather than just on a domestic level.” Such was the power of the World Cup, that it even won over that tricky US audience (traditionally not really lovers of ‘soccer’) – aisles at Licensing Expo back in June were noticeably quieter when the US team was playing. The beauty of the World Cup is that you don’t have to be a die-hard football fan to get caught up in it. The vibrant Latin American atmosphere surrounding the competition this year helped World Cup fever become carnival fever.
“Even without England staying in the competition, the nation took the Brazilian charm to their hearts,” said one judge. And we certainly took Panini’s World Cup stickers to our hearts, adults and children alike. Even before the tournament kicked off, sticker packs were selling out across the country, swap events had been set up and they’d been banned in school playgrounds. The high volume of packs sold also ensured that Panini was riding high in the NPD listings through the summer. Just imagine what would have happened if England had actually turned up to play football...
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2
>>>TOUR DE FRANCE Brand Owner:
Handled by CPLG The popularity of cycling has grown and grown in the UK over the past few years, and never was this more evident when the Tour came to the UK this summer. The crowds which greeted the cyclists with pretty much every turn of the wheels from Leeds through Cambridge, Essex and the UK finale in London were simply incredible. Our judges agreed, too. “Starting in the UK certainly gave it a boost and the use of yellow across some of the products I saw really stood out and was instantly recognisable,” said one judge. “Loved the approach and part of it being in England worked so well. Cycling is on trend,” said another. The Tour themed Boris Bikes seen across the capital were the icing on the yellow cake.
>>>MANCHESTER UNITED
3
Brand Owner: Man Utd plc Down a place from last year’s list (thanks to the Tour’s UK boost), Manchester United may not be enjoying success on the pitch recently, but the licensing programme continues to go from strength to strength. “The first of the big Premier League clubs to really crack licensing,” commented one of our judges. “Excellent products in multiple categories, with existing retail partners all over the world.” Another added: “Always the number one in football licensing. It can’t be easy to keep it there and to keep the ranges fresh.” Indeed, the club reported record revenues recently, helped by the sale of five million branded licensed products last year, including two million replica shirts.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: SPORTS
>>> WIMBLEDON
4
>>> GLASGOW 2014
5
Brand Owner: All England Lawn Tennis Ground plc
Brand Owner: Glasgow 2014 Ltd
“[Wimbledon] is a really strong property that refreshes all of its branding each year,” commented one impressed judge. The event is pretty unique in the fact that it doesn’t really matter how well players from the UK perform (although Andy Murray’s victory in 2013 undoubtedly gave it a boost), the queues to get in are always massive. And once inside, the atmosphere on the courts is electric. A clever, classic licensing programme which still has plenty of growth opportunity.
“An event which brought so many countries together to celebrate sport and highlighted true Scottish hospitality,” said one judge. Praise also has to go to Rainbow Productions here for the sterling work on bringing the Games’ mascot to life indeed this was mentioned by several of our judges. “Although most merch will have been sold at venues, this was probably the first time these games captured the general public imagination,” said another of our judges.
>>> ENGLAND RUGBY
6
>>> WWE
7
Brand Owner: RFU
Brand Owner: WWE Corp
Although it is down a few places on last year, the profile of the Rugby Football Union and the England team continues to steadily grow within the licensing space. The judges praised the licensing programme for going into unusual categories such as rugby ball shaped balloons, while mascot Ruckley was also given the thumbs up, with one judge saying it was “a well thought out and appropriate character”. Get ready for things to really explode in 2015 when the Rugby World Cup comes to town.
Popular with a number of judges, the comment we probably heard most about WWE was ‘is it a sport or entertainment?’. “I think a bit of both,” offered one judge, “and it often falls between so misses out on recognition. Internationally there is scarcely ever a year when they are not number one in action figures in one market or another.” While maybe still not on a par with the popularity enjoyed in the US, the success of the UK live shows over the past couple of years shows there is a strong fanbase over here.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: SPORTS
>>> FC BARCELONA
=8
=8
>>> LIVERPOOL FC
Brand Owner: Fan co-operative
Brand Owner: Fenway Sports Group
A finalist once again in this year’s Best Sports Licensed Property category at The Licensing Awards, FC Barcelona seems to be the adopted second club of most football fans in the UK. Unlike many other football clubs, the supporters own and operate Barcelona. It is the second most valuable sports team on the globe, worth $3.2 billion, and the world’s second richest club in terms of revenue with annual turnover of $613 million.
Despite its tremendous fight for the Premier League trophy last season, Liverpool FC has slipped a couple of places in this year’s listing. However, the club was the victor in the Best Sports Licensed Property category at The Licensing Awards 2014, showing that the licensing programme is going from strength to strength. The brand is popular across the world, too, thanks to awareness raised by Liverpool having won more European trophies than any other English team.
>>> CHELSEA FC
=8
>>> FORMULA 1
11
Brand Owner: Roman Abramovich
Brand Owner: Formula 1 Group
The first London club on our listing, Chelsea’s licensing business has established a solid foundation of over 60 licensees and continues to develop internationally with the appointment of licensing agents around the world. The licensing team will also be appearing at Brand Licensing Europe this year. And as one judge pointed out: “With Jose Mourinho back in charge they are one of the favourites to win the Premier League this season.”
A stunning leap up from number 18 on last year’s listing, Formula 1 has certainly impressed our panel of judges over the past 12 months. While we pointed out last year that F1 licensing was probably limited to hardcore fans, the Mercedes team rivalry this year between Lewis Hamilton and Nico Rosberg seems to have ignited interest somewhat. “The world’s grand prix seems to grow in interest every year,” said one of our judges.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: SPORTS
>>> ARSENAL FC Brand Owner: Arsenal Holdings
=12
“It was good to see Arsenal exhibiting at Hong Kong Licensing Show, making progress with a brand that you might not expect to travel,” commented one judge. Meanwhile, another pointed out the club has “some good new merchandise tie ups and success internationally”. New official kit partner PUMA came on board in July, while the club reopened its Armoury megastore at the Emirates Stadium after a complete makeover the same month. As well as the kit tie up, the PUMA long-term partnership also includes wide ranging licensing rights to develop branded merchandise globally.
>>> ENGLAND FOOTBALL Brand Owner: The FA
=14
An interesting inclusion in the listing – considering the overall poor performance in the World Cup and general malaise surrounding the team – but the fact remains that the England Three Lions brand is an incredibly marketable one. In addition, while the male team may be struggling to find some form, the England women’s national football team – or the Three Lionesses – has qualified for the World Cup in 2015. The team also won the Cyprus Cup in 2013 and reached the final in 2014. This is one area which has yet to reach its full potential in the licensing space, however.
>>> REAL MADRID Brand Owner: Fan co-op
=14
“Real Madrid had a strong year after being second to Barcelona for a number of years,” commented one judge. “Signing star players and winning the Champions League helped product sales.” It is the world’s richest football club in terms of revenue, with an annual turnover of €604 million, and the world’s most valuable sports team, worth €2.4 billion ($3.3 billion). Real Madrid is also one of three founding members of the Primera División which have never been relegated from the top division, along with Athletico Bilbao and FC Barcelona. Domestically, the club has won 32 La Liga titles.
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>>> RED BULL Brand Owner: Red Bull GmbH
=12
“Not a pure sport, but it is fascinating to see how a drinks product has become synonymous with extreme sports,” one of our judges pointed out when discussing Red Bull’s impact in the licensing space. Another high climber in the list (last year it was at number 21), Red Bull is not only the highest selling energy drink in the world but it is also responsible for the Red Bull Air Race and the Red Bull Racing Formula 1 team. “Red Bull has huge reach across multiple sports and also creating their own sports,” said another judge.
>>> PREMIER LEAGUE Brand Owner: The FA
=14
Founded on February 20th 1992, the Premier League has grown into a fully fledged brand which is recognised around the world. Currently sponsored by Barclays Bank, it is a corporation in which the 20 member clubs act as shareholders. It is the most watched football league in the world, broadcast in 212 territories to 643 million homes and a potential TV audience of 4.7 billion people. Current champions are Manchester City, however Manchester United has won the most championships. As a brand, the Premier League still has incredible licensing potential just waiting to be untapped.
>>> THE OPEN Brand Owner: The R&A
=17
The Open Championship is the oldest of the four major championships in professional golf. It is the only major held outside of the US and is administered by The R&A (the governing body of golf outside the US and Mexico). The current champion is Rory Mcllroy. The licensing programme is another one which is ably handled by IMG. The firm describes the brand as carrying ‘the prestige that golfers associate with the game that they love and the logo is synonymous with high quality and high performance’. This philosophy is carried forward into the licensing programme itself, with a range of gold standard merchandise available.
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THE MOST INFLUENTIAL BRANDS IN LICENSING: SPORTS
>>> EXTREME SPORTS Brand Owner: The Extreme Sports Company
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>>> RUGBY WORLD CUP Brand Owner: The IRB
A new entry to the Power List this year, Extreme has been working hard to build its profile in the licensing industry. Back in May, the brand secured its first grocery retail deal with sports drinks entering 600 Tesco stores across the UK. A fast growing brand that has a dedicated following looking for products that suit their ‘full on’ lifestyle, according to its CEO.
The biggest world sporting event happening in 2015, the RWC kicks off on September 18th. Master licence holder is Elite Sports Properties, which manages a growing number of licensees across categories including apparel, publishing, socks, posters and plush, toys, novelties, kitchenware and home textiles among others.
>>> FERRARI
>>> ADIDAS
Brand Owner: Ferrari S.p.A
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Brand Owner: Adidas AG
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“Aspirational and high-end throughout the world,” said one judge about the Ferrari brand. The Italian luxury sports car manufacturer was founded in 1929 by Enzo Ferrari, but is now 90 per cent owned by Fiat. A host of licensed products exist for Ferrari, both in its classic and Formula One guises.
The largest sportswear manufacturer in Europe and the second biggest in the world (after Nike). However, one of the main focuses of Adidas is football kit and associated equipment (hence its inclusion in Sports). It supplies team kits for the likes of Bayern Munich, Read Madrid, Chelsea and AC Milan, plus Manchester United from 2015-16.
>>> DAVID BECKHAM
>>> NBA
Brand Owner: XIX Entertainment
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Brand Owner: The NBA
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Handled by Simon Fuller’s firm – which also manages wife Victoria – Brand Beckham is one of the most recognisable across the world. Always about more than just football, over the years Beckham has enjoyed sponsorship deals with the likes of Adidas, Police, H&M, Sainsbury’s, Armani, Samsung, PepsiCo and Gillette.
Another brand moving down the list from last year, the National Basketball Association remains committed to exhibiting at both Licensing Expo and BLE. One of its high profile brand extensions is its tie up with Warner Bros.’ Looney Tunes Active property – earlier this year the two firms held a special joint basketball clinic in the UK.
>>> TOT. HOTSPUR FC
>>> MLB
Brand Owner: ENIC International
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Tottenham Hotspur now works with over 50 licensees worldwide and continues to bring new partners on board as demand grows for merchandise. It has recently appointed a North American licensing agent – Fermata Partners – and was nominated for the second year running in the Best Licensed Sports Property category at The Licensing Awards.
48 48 Sports 8UP_Final.indd 1
Brand Owner: The MLB
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Major League Baseball was founded back in 1869 and is made up of 30 teams (29 from the US and one from Canada). The Boston Red Sox are the most recent champions, while New York Yankees have the most titles (27). Key recent brand tie ups include an apparel deal with rock group KISS.
www.licensing.biz
26/09/2014 15:48
Reaching over 31,000 unique visitors every month* Targeted daily emails to over 22,000 industry executives First with all the news, analysis and opinion which matters Supporting the industry every day Find out how Licensing.biz can boost your brand Contact: SLoveday@nbmedia.com / Samantha.Loveday@intentmedia.co.uk JHoldway@nbmedia.com / Jodie.Holdway@intentmedia.co.uk * (according to Google Analytics)
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THE MOST INFLUENTIAL BRANDS IN LICENSING
Gold Sponsor
The following are just some of the companies who kindly lent their time to help judge the 2014 Power List:
50 Judges Info_Final.indd 1
20th Century Fox Consumer
Made In Me; miPR; Mind
Products; Aardman; Allsorts
Candy; MyBrandEmail; MV
Licensing; Battersea Dogs
Sports; Natural History
& Cats Home; Beanstalk
Museum; Nickelodeon UK;
Group; Bloom; Blueprint
Nurture Rights; Outfit 7;
Collections; Blues Clothing;
Pedigree Books; Penguin
BTHA; Bulldog Licensing;
Group; Pink Key Consulting;
Cartamundi UK; Carte
Poetic Gem; Rainbow
Blanche Group; Centum
Productions; Random House
Books; Character World;
Enterprises; Redan Alchemy;
Character Options; CITV;
Redan Publishing; Rights
Click Distribution (UK);
Management International;
Coolabi; CPLG UK; Danilo
Rocket Licensing; Rockpool
Promotions; DC Thomson;
Licensing; Roy Lowe
Dependable Solutions; DHX
& Sons; Rovio; Rubie’s
Media; Dorling Kindersley;
Masquerade; Sambro;
DreamWorks Animation;
Santoro Graphics; Sega
Egmont UK; Entertainment
Europe; Simon & Schuster;
One; Extreme Sports
Spearmark International;
Company; FremantleMedia
Start Licensing; Studio 100;
Enterprises; Fundamentally
Sunnyside Up Licensing;
Children; Gbeye; Gemma;
Sweet Connexion; Syco
Golden Goose; H&A;
Entertainment; TDP
Hallmark; Half Moon Bay;
Aykroyds; Tesco; The
Hasbro; Historic Royal
Licensing Company;
Palaces; Hy-Pro; Icon
Those Licensing People;
Live; ITV Studios Global
Tottenham Hotspur FC;
Entertainment; JCB
Toy Town; TruffleShuffle.
Consumer Products; Jumbo
com; V&A Enterprises;
Games; Kids Brand Insight;
Virtual World Licensing;
Kinnerton Confectionery;
Vivid Imaginations; VMC
Konami; Licensing
Accessories; Walker Books;
Management International;
Walt Disney Company;
Lisle International Licensing;
Watermelon; Xbite
26/09/2014 16:23
MEET THE TEAM Samantha Loveday Editor sloveday@nbmedia.com samantha.loveday@intentmedia.co.uk
Billy Langsworthy Deputy Editor blangsworthy@nbmedia.com billy.langsworthy@intentmedia.co.uk
Robert Hutchins Staff Writer rhutchins@nbmedia.com robert.hutchins@intentmedia.co.uk
Jodie Holdway Sales Manager jholdway@nbmedia.com jodie.holdway@intentmedia.co.uk
Elizabeth Parker Production Executive eparker@nbmedia.com elizabeth.parker@intentmedia.co.uk
Tom Carpenter Designer tcarpenter@nbmedia.com tom.carpenter@intentmedia.co.uk
Lisa Carter Publisher lcarter@nbmedia.com lisa.carter@intentmedia.co.uk
Editorial: 01992 535646 Advertising: 01992 535647 www.licensing.biz @licensingbiz
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