8 minute read
State of the
Brands of gold
Inset: Rocket will look to grow the ESA CP programme across a range of categories. Below: Camilla has launched a limited edition V&A capsule collection.
V&A’s strong start to 2022
The V&A has begun the New Year with a number of new deals. First up, Australian-based boutique fashion brand, Camilla – which creates high-end ready to wear clothing and accessories – has launched a limited edition capsule collection. The exclusive capsule collection is made up of over 40 styles across three unique prints – Brick Lane Beauty, From The Archives and London Looms. Meanwhile, Sofas & Stuff’s love of fine art, textiles and interiors has led to the creation of an exclusive new collection of fabrics and furniture. The inspiration for the V&A Brompton Collection imagery came from a wealth of textile patterns and botanical illustrations from the 16th to the 19th centuries. Finally, Richard Brendon has created a range of bone china, shining a light on the golden era of Georgian ceramics.
As 2022 begins, the brand, lifestyle and heritage licensing sector will be looking for another bumper year of activity, continuing the positive momentum from a successful past 12 months. LSB takes a look at some of the latest activity.
Rocket takes off with ESA
Rocket Licensing is ready to launch a consumer products programme for the European Space Agency worldwide. Established in 1975, ESA is the only organisation in the world which deals with every aspect of space activity. Over the next few years, ESA will search for signs of life on Mars, explore oceans on Jupiter’s moons, orbit Mercury and search for Earth-like planets around other stars. It will also welcome a new generation of astronauts and start the parastronaut project to help make space more accessible. Rocket Licensing will be talking to potential licensees across a range of categories about the brand including apparel, toys and games, homewares, gifting and publishing, among others.
LMI on track
After a successful BLE, LMI ended 2021 with the news from BSA Company that the iconic British motorcycle brand has launched an all-new 650cc modern classic petrol engine motorcycle. The launch at Motorcycle Live proved a success Above: LMI is expecting the BSA CP programme and LMI is poised for the licensing to grow following the programme to grow exponentially. launch of the new The agency will also be focusing motorcycle last year. on the growing NFT world this year, while also continuing to build the programmes for other brands in its portfolio such as International Space Archives, Highclere Castle, Schönbrunn Palace and Shakespeare’s Birthplace Trust.
Motul eyes growth in Japan
Lifestyle brand, Motul is continuing its expansion into licensing, appointing Ingram as its agent for Japan. The brand – which specialises in high-tech engine lubricants – has launched a major licensing drive and is targeting categories including apparel, stationery, housewares, backpacks, phone covers, kitchenware and car accessories among others. Licensing specialist, Laurent Taieb, is managing the campaign and commented: “Motul is a globally recognised name that is perfectly positioned to become a popular lifestyle brand in multiple categories and markets. We are delighted to be working in the key Japanese market with Ingram, an established and respected name with a strong international reach and a powerful reputation for working with both overseas and lifestyle brands.”
Inset: Motul is aiming to become a popular lifestyle brand in multiple categories and markets.
Guiding light
Bulldog Licensing has confirmed a new collaboration between the Guide Dogs charity and British design brand, Fenella Smith. The new collection will aim to celebrate the inspiring and life changing companionship formed by the work Guide Dogs do with dogs and their owners. Products include a range of mugs (which come as sets of four or sold as singles), a porcelain dog bowl and a treat jar, each with hand-drawn illustrations of Guide Dog breeds. All pieces are ethically sourced and created by Fenella Smith – a climate positive company through Offset Earth. Fenella Smith will donate a minimum of £2,500 to Guide Dogs for the Blind Association.
Above: The Fenella Smith collection includes hand-drawn illustrations of Guide Dog breeds. Inset: Battersea has ambitious plans for further licensing growth in 2022.
Battersea’s animal magic
In 2021, Battersea launched a successful DTR range of gifts and games in M&S with its licensing agent, The Point.1888, as well as launching products with Carousel Calendars, Cardology, Danish Designs, DC Thomson and Jude’s. Now, Battersea is looking to continue that momentum into 2022. Seven more licensees have been signed including pet toys from Rosewood, home and gift products from Half Moon Bay, bottles and lunchware from Zak and accessories for dog and cat lovers from Drew Pearson. “After a very successful outing at BLE, the interest and demand in Battersea licensed products has never been as high, with some very exciting new developments in discussion that we look forward to sharing throughout the year,” said Warren Traeger, licensing manager at Battersea. “Dogs and cats have been a hot topic throughout the pandemic, and we are thrilled that licensees and retailers are seeing the opportunity for great products, while supporting an iconic national institution that has been improving the lives of pets for over 160 years.”
Art and cultural IP specialist, ARTiSTORY has taken the next step with its licensing model by launching its artist collaborations programme. The partnerships with living artists will see three-way co-branding between brands, artists and museums and gives established and emerging artists the chance to draw inspiration from the rich cultural and artistic treasures of the archives of ARTiSTORY’s museum partners, and create fresh, contemporary artwork in their own unique personal style. Ukrainian artist Sveta Dorosheva and British artist Laura Greenan are already working on new artwork inspired by ARTiSTORY’s museum partner, Dunhuang. Sveta is creating canopies, murals and flying images of Dunhuang taking inspiration from the murals of the Mogao Caves, while Laura is currently working on creations inspired by Dunhuang's architecture, canopies and Mojing patterns which will be licensed by ARTiSTORY for co-branded products.
Larkshead Licensing welcomes L’Organiq
Larkshead Licensing has signed natural skincare brand L’Organiq to its growing portfolio. Created by Emma Chevrel, L’Organiq is an award winning, vegan, cruelty-free natural skincare range with sustainability at its heart. Emma created L’Organiq as she recovered from breast cancer and searched the market for natural products that supported her recovery needs. Finding nothing suitable, Emma decided that she would make the range her body required. The L’Organiq range spans skincare, body care, teen and men’s skincare. All elements of Emma’s packaging are sustainable and reusable. Larkshead Licensing will be the commercial custodian for L’Organiq, managing retail placement worldwide.
WildBrain CPLG adds USC
WildBrain CPLG has been appointed to represent the University of Southern California (USC) across Europe, the UK, Middle East and North Africa, South Asia, Australia and New Zealand. As the agency’s Lifestyle roster grows, WildBrain CPLG will assemble a cross-category merchandise programme for the LA-based university with target categories including apparel, accessories, home, gifting, back to school and health & beauty. The agency will utilise the university’s marks, seal and heritage assets, as well as graphics from the university’s intercollegiate athletics teams, to create an impactful consumer products range. The representation deal with USC builds on WildBrain CPLG Lifestyle’s current remit for US university brands, including Yale University for EMEA, Russia, Australia and North America, and Harvard University for EMEA and Russia.
RHS enhances multicategory appeal
The RHS is underlining its strong appeal in a wide range of categories as it heads into 2022. In the apparel category, the successful kids’ clothing partnership with George at Asda will see the spring/summer launch of a new clothing and accessories range, while, for the adult market, Hotter is planning to Above: Scholastic is launching launch a new range of canvas four new RHS books in the shoes this spring. first quarter of 2022. The kitchenware category will enjoy a boost through Dexam, with adult kitchen textiles joining the existing children’s backpacks and meal accessories, while Annie Sloan’s range of decoupage papers for household decoration will see four additions in January with plans for a wider range of pieces later in 2022. The partnership with publisher Scholastic continues in the first quarter of 2022 with new RHS titles for kids with an outdoors theme - RHS My Magical Garden, RHS Sticks, Stars, Dens and Stones, RHS Nature, A Magical Journey Through the Year and RHS The Springtime Garden - with more to come later in the year. Plus, within its gardening heartland, Mr Fothergill’s is looking to launch its successful RHS seeds range into the Australian market, while The Posh Shed Company will be revealing plans for a product very soon.
The Hershey Company heads to Iceland
MDR Brand
Management is continuing to expand The
Hershey Company
brand in the UK. The Hershey Company has partnered with Above: The exclusive range of frozen Iceland Foods to launch an desserts launched across Iceland stores at the end of last year. exclusive range of indulgent frozen desserts across all Iceland’s stores in the UK, Iceland online and The Food Warehouse. This marks the first time Iceland will partner with a US confectionery company as part of its exclusive brands. The first products launched included Hershey’s Cookies ‘n’ Creme Ice Cream Cake, Hershey’s Cookies ‘n’ Creme Cupcakes, with Reese’s Cheesecake and Hershey’s Cookies ‘n’ Crème Cheesecake. Further product innovation, for both Hershey’s Cookies ‘n’ Creme and Reese’s will be developed throughout 2022 and beyond.
