34-35-36-37 LSB 2022 Licensor Feedback_muk.qxp_NEW LSB 2008 GRID 11/01/2022 11:24 Page 34
INDUSTRY ISSUE: 2022 OPPORTUNITIES
Growth opportunity
Below: Necessity has driven the industry closer to the consumer, says Richard. Below right: The opportunity for growth in 2022 is vast, believes Vickie.
LSB asks some key licensors and licensing agents for what they think will be some of the biggest opportunities for the UK industry in 2022.
Richard Pink, md, Pink Key Licensing
Vickie O’Malley, md, Rockpool Licensing
“I think necessity has driven the industry closer to the consumer. Although there will always be a large place for many years to come for bricks and mortar retailers, the consequences of the pandemic and people’s inability and unwillingness to mingle socially has accelerated the trend to online shopping (and its cousin, print on demand) much quicker than would otherwise have been the case and I don’t see that receding, in fact quite the reverse. I think going forward all high street retailers will have a need to have an online offering alongside their main business. I also think that there will be opportunities for manufacturers to get closer to the consumer themselves, but it will need an increasing in-depth knowledge in this area to be able to cut through the ’noise’ to be successful at this. The other big area I see becoming more and more important is the need to drive business in a sustainable way, the younger generation will not tolerate a company that cuts corners with its environmental credentials.”
“Being relentlessly optimistic (often in the face of significant evidence to the contrary), it’s easy to see opportunities for the licensing industry in 22. There’s enormous pent-up demand for experiences of all kinds – of course this bodes well for licensed live events and attractions but also for many product categories. Take clothing; finally there’s the chance to be seen from more than the shoulders up! There is also money burning a hole in many of the nation’s pockets. It’s grossly unfair of course as we’ve seen these last two years further widen wealth inequality; our poorest families feeling the impact acutely and the most wealthy extending their fortunes exponentially. When we look at average households though, savings have hit record highs during lockdown periods. This heady combination of the ability and the ‘itch’ to get spending, represents enormous bounce back potential. Won’t help with inflation of course but simplistically, this means the opportunity for growth in 2022 is vast.”
Helen Genia, head of UK licensing and hardlines EMEA, Mattel Consumer Products
“The future is bright as we head into 2022. We will be taking the challenges that we have faced in 2021 and turning them into opportunities for 2022. With many shippings arriving late - some even after Christmas - it gives us the opportunity for a fast start and to manage stock and plan for bigger Easter activations. We have some fantastic partnerships across multiple categories and brands that will launch throughout 2022. We know our consumers are hungry to connect with freshness and newness with the brands they love.”
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Left: Consumers are hungry to connect with freshness and newness, says Helen. LICENSING SOURCE BOOK EUROPE 2022
