48-49 LSB 2022 Pyramid dps_muk.qxp_NEW LSB 2008 GRID 15/01/2022 14:32 Page 48
THE BIG INTERVIEW: PYRAMID INTERNATIONAL
Inset: Pyramid will be furthering bolstering its lines around brands including Harry Potter this year, entering into new categories.
2022 is a big year for Pyramid International, with the licensee celebrating its 30th anniversary and looking to reap the benefits of a major investment into print on demand (POD), state of the art machinery at its Leicester HQ and entry into new categories. LSB catches up with licensing director, Mordy Benaiah, to find out more.
30 not out
“2021 was in some ways a more challenging year than 2020,” begins Mordy Benaiah, licensing director of Pyramid International. “Hard to imagine that after all the Covid and Brexit disasters of 2020, but the complications in getting stock produced and shipped from China and rising costs have made it very difficult to operate.” Thankfully, though, armed with some strong licences and products matched with Pyramid’s drive and energy, the company succeeded in making 2021 a good year overall. Mordy continues: “The strength of Disney, Warner Bros.
Above: Mordy Benaiah, licensing director at Pyramid International. Inset: Pyramid has made significant investment into its UK HQ.
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LICENSING SOURCE BOOK EUROPE 2022
Nintendo and Netflix brands (especially Squid Game which came from nowhere) have all done their part in providing us great and stable licences to sell. The surprise mainly from a UK perspective is the rise in anime/manga which is surging in retail at present. Great streaming and genuine interest in these programmes have driven new sales growth in areas we didn’t expect. “Pyramid products cover a wide range, but we have seen amazing sales across hydration and gifting that sell so well, combined with our other product areas.
