Big Interview: Lisle Licensing

IN CONVERSATION WITH… LISLE LICENSING

Combining in-depth market expertise and fresh, forward-looking ideas, Lisle Licensing represents an impressive portfolio of brands, from iconic video game Tetris to the A-list’s favourite organisers the Style Sisters. LSB chats with md Francesca Lisle about the agency’s plans for BLE and beyond.

Lisle leads the way

Inset: A toy line from Bandai based on preschool series Milo is set to launch in 2023. Below: The celebs’ go-to organisers Style Sisters will be attending BLE this September.

Lisle Licensing’s clients may operate in a diverse range of sectors – from gaming and toys to sport, fashion and art – but as md Francesca Lisle explains, the same core values underpin all the Leeds-based agency’s partnerships.

“My father Colin [now company chairman] set up Lisle Licensing 12 years ago; I was looking for a new challenge after working with Santoro, so the time was right to go into business together. Our focus was on partnering with strong brands that we could immediately relate to, and for which we could easily visualise the licensing programme ahead – and that’s still very much the Lisle you see today. The whole team has to be behind the brand. We have to believe in it 100%. Once we have created the strategy for each client it becomes our internal ‘brand bible’, which is regularly tweaked but

ensures we stay focused as the licensing programme builds and grows.” Clearly, Lisle Licensing is doing something right; the company experienced year on year growth in 2021 across categories such as home and lifestyle and character entertainment, despite global challenges. The forward momentum continued in 2022, with the launch of a new website, a new hire – creative designer Ruth Fletcher – and a host of innovative products hitting the shelves. Looking ahead, 2024 will see the 40th anniversary of Tetris, a brand represented by Lisle Meet the Style Sisters Licensing in the UK Essex-based Gemma Lilly and Charlotte Reddington have a and Ireland. “It has long list of celebrity clients lining up for their home and remained relevant to wardrobe decluttering services, among them Rochelle and Marvin Humes, Stacey Soloman, and Vogue Williams and Spencer Matthews. its audience by cleverly reinventing “The Style Sisters brand is relatable to today’s consumer,” says itself and evolving over Francesca. “They help people to be resourceful in their day to four decades,” says day lives, by upcycling and recycling items.” A storage range from Hunter Price is set to go live in the new year, while a range Francesca. “That of candles and home fragrance will launch in 2023. “The girls versatility means have such a clear vision of what they want to achieve,” says there’s always a wealth Francesca. “The fact that they get invaluable first-hand feedback from their clients on a day to day basis means they are always ahead of the trend.” of licensing opportunities for us to explore beyond

traditional apparel, puzzles and games.” A notable example is the Tetrimino Waffle Maker from Fizz Creations, nominated for numerous awards and a winner at this year’s B&LLAs. “Products like that add a new layer of fun to the work we’ve been doing,” Francesca asserts. A new agreement with apparel licensee Poetic Brands has just been signed, which will see products rolling out from 2023.

From a vintage brand to a completely new one… this year also saw the on-boarding of new client Lillie Farrow, a mum of three, professional chef and social media sensation with over 90k Instagram followers. For Francesca, signing Lillie was as much personal as professional.

“I came across Lillie when I was weaning my own daughter. I found the information and books that were out there were intimidating rather than encouraging. Lillie was different and I knew she’d be perfect for a licensing programme that started with publishing and grew from there.” A book that will focus on ‘resourceful cooking’ for new and busy parents is in the pipeline, while other target categories include food kits, kitchenware, food storage and infant products.

The Lisle team is looking forward to BLE and the opportunities it offers; clients the Style Sisters and Kate Smith Company – known for bright and uplifting greeting cards, planners and calendars – will be attending in person. “We’re thrilled that Kate and her husband Ryan are flying in from the U.S. to be there,” says Francesca. “She’s had a fantastic couple of years as her brand has really taken off in the UK.” Also putting in an appearance – and touring the show floor – will be children’s characters Pinocchio and Milo. Lisle Licensing is the UK and Ireland agency for Rainbow Group’s animated series Pinocchio and Friends, which premiered on CBeebies in May, and has already Inset: Francesca Lisle, cemented a raft of deals for the md, Lisle Licensing. brand. Fashion UK’s apparel range will launch next spring, Kennedy has signed for magazines, Smiffys is on board for dressup, while a toy line from Flair GP is set to debut in spring 2023, supported by a full marketing campaign. Not bad for a series that launched mere months ago. Meanwhile, the agency continues to build a strong brand presence for DeAPlaneta Entertainment’s preschool animation series Milo, currently showing on Channel 5’s Milkshake!. Ravensburger, Character World, Fashion UK and Tonies are all recent signings. “Social media, PR and marketing will ramp up a level this autumn ahead of the toy launch [from master toy partner Bandai] next year,” promises Francesca. “Our PR team, Grapevine, is in the final stages of securing a partnership with children’s newspaper First News, which will begin in Q3 and continue into 2023 with Milo lesson plans in the classroom.” With the cost of living squeeze biting, Francesca is well aware of the economic pressures the industry is facing. “Consumers right now are looking for value in every pound they spend,” she concludes. “If we can achieve this at retail for our clients, without losing creativity or quality, we’ll be satisfied.” Top left: Partners lined up for Rainbow Group’s Pinocchio and Friends include Smiffys, Flair GP and Fashion UK. Top right: U.S. brand Kate Smith Company’s cheerful offerings have proved a hit in the UK. Left: Fizz Creations’ Tetris Tetrimino Waffle Maker, winner of a B&LLA award.