14-15-17 LSB 2022 TRENDS_muk.qxp_NEW LSB 2008 GRID 15/01/2022 13:25 Page 14
TALKING POINTS FOR 2022
LSB highlights some talking points for the licensing business in 2022 – from supply chain and shipping challenges, through to emerging categories which you really should know about.
Talk of the town
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t’s a New Year and with it come new opportunities. After almost two years of disruption caused by the pandemic, there will be hopes that 2022 will bring an increased sense of normality to our lives and, along with it, renewed consumer confidence. There will, of course, be challenges. Speaking to a selection of licensees across various categories, a return to less fractious supply chains, with a rebalancing of shipment costs and more regularised factory lead times was high on the agenda. The challenges are likely to remain a key talking point as we move through the year. On top of this, there has also been a change when it comes to post-Brexit customs rules. From 1 January 2022, exports between Great Britain and the EU will be subject to full customs controls. Some sectors will be hit harder than others - the rules are more complicated for animal products, for example. But on to a trend which is seeing continued positive momentum - an issue which is only growing in awareness and importance, sustainability will continue to be high on the agenda as a wider industry trend for 2022. New research from The Insights Family found that ‘purpose first’ is becoming a key factor for parents when buying products for their children, and this could see companies switch their marketing strategies to better convey their sustainability credentials. Products of Change will also continue to bring the industry together and drive it forward with a number of initiatives, one of which will be the first in-person Sustainability in Licensing Conference at the Royal Geographical Society on 22 June, 2022. A host of major sporting events should also provide a lift for this market category. Beginning
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LICENSING SOURCE BOOK EUROPE 2022
with the Beijing Olympic Winters Games in February, and encompassing the UEFA Women’s EURO England 2022 in the summer, the Rugby League World Cup (which begins in October) and culminating in the FIFA World Cup Qatar 2022 in November and December, there should be plenty of opportunities for the licensing business. Likewise, the arrival of several eagerly awaited blockbuster movies at the box office. The heavyweight release schedule includes Robert Pattinson’s debut as the Caped Crusader in The Batman, Downton Abbey: A New Era, Sonic the Hedgehog 2, Fantastic Beasts: The Secrets of Dumbledore, DC League of Super-Pets, Top Gun: Maverick, Jurassic World: Dominion, Lightyear, Transformers: Rise of the Beasts, Minions: The Rise of Gru and Thor: Love and Thunder to name a few. When it comes to retail with online having surged ahead due to the pandemic, it’s fair to say that bricks and mortar has some ground to make up. Expect to see more pop-up experiences launching (Event Merchandising is one to watch here), as well as activations in shopping centres from Rainbow Productions and the licensors it works with, as physical retail looks to put some ‘oomph’ back into the high street in 2022. Continuing on the retail theme, those which have considerably upped their licensing game over the past 12 months include Iceland, B&M and Studio.com. Meanwhile, Character.com, Missguided, H&M, George @ Asda and The Hut Group continue to make ambitious moves with collaborations and sustainability initiatives, while Primark continues its bounceback from the 2020-21 lockdowns. Plus, of course, all eyes are on the return of Toys R Us to the UK.
