State of the Nation: Corporate

Head for business

From range extensions and acquisitions, through to growth overseas and generous charity donations, LSB rounds up some of the latest news from the licensing industry.

Inset: Little Road Co has launched a new apparel and accessories range.

Peter Rabbit hops into new US retail destinations

In celebration of Peter Rabbit’s 120th birthday year, Penguin Ventures has partnered both with new licensees as well as expanded ranges with current partners in the US, and key global markets.

New partners to the Classic Peter Rabbit programme in the US include Little Road Co which recently launched an apparel and accessories range, as well as Dreamland Baby which will launch weighted sleep suits, pyjamas, bedding and toddler blankets in August. In the play and learning space, Phidal has a range of Classic Peter Rabbit titles and will be launching four books later this year.

The new licensee portfolio is rounded out with the addition of Craft Buddy, which has a diamond art painting range in the UK and will continue to expand in key global markets including the US. Aspinline also has a range of Peter Rabbit fabric badges and pin badges.

In addition, new and expanded ranges with current partners includes Kids Preferred, Pottery Barn, Williams Sonoma and Zrike on homewares.

Creative Artists Agency acquires CAA-GBG

Entertainment and sports agency Creative Artists Agency has acquired full ownership of the business of CAA-GBG Global Brand Management Group.

Prior to the transaction, the brand management agency was operated through a joint venture formed in 2016 between CAA and Global Brands Group (GBG).

CAA’s newly named CAA Brand Management division has immediately been integrated into the day-to-day operations of the agency.

The division – which is currently handling brands including Budweiser, Coca-Cola, The Cheesecake Factory, Formula One, Jaguar Land Rover, the Bob Marley Estate, Minecraft, Netflix, Playboy, Red Bull Racing, Riot Games and Skechers among others – will be co-led by Perry Wolfman and Noah Gelbart, with some 160 employees across its network of offices.

Formula E brings licensing in-house

Formula E - the world’s only electric single-seater race - has been busy strengthening its in-house licensing team, as it looks to speed ahead with its licensing plans.

All of the in-house team have extensive experience within the sports category and are focused on building on what the licensing campaign has already achieved.

Simon Lilley, retail and licensing director, brings experience from Arsenal, London 2012 and UEFA; Charlotte Hughes, senior licensing manager, has previously worked at The FA, Arsenal and Chelsea; while retail and licensing manager, Constance-Rose Manson is formerly of IMG. "With licensing back in-house and investment into a licensing team, we will be focused on developing a premium and innovative licensing programme in line with Formula E brand values, while also building stronger direct relationships with our licensees,” explained Charlotte.

With 40+ broadcast partners and 150+ broadcast territories, there is a huge audience for the team to reach with its CP. It has recently signed Stichd, part of the PUMA Group, as its new retail partner, which will produce a core apparel line to Formula E’s sustainability standards and deliver its global ecommerce and at track retail channels.

The Light Fund’s strong start

After five months of 2022, industry charity The Light Fund has already raised £22,000.

The sum has been reached through three events – the Northern Quiz Night, the comedy night and the raffle at the Brand & Lifestyle Licensing Awards.

“After all the WFH Zoom life during the pandemic years, I'm pleased to say that the industry couldn’t wait to be back together and raise much needed money for The Light Fund,” Trevor Jones, chairman, told LSB. “The first three events have all been sold out and an amazing start to what looks like will be one of our biggest years so far. We all know what a friendly industry we work in, but the response has been overwhelming and there is still lots more to be involved with this year.”

The main fundraising event of the year is, of course, the English Channel Relay Swim (30 June-3 July), but there are also upcoming events on dry land. The Treasure Hunt returns to London this year on 14 July, while the Southern Quiz Night has been dated for 13 October at Lords cricket ground.

For full details on upcoming events, simply check out www.lightfund.org.

Above: The Northern Quiz Night took place in March at Hotel Football in Manchester.

Aardman expands US presence

Aardman’s presence at this year’s Licensing Expo brings focus to its US-based attractions.

Minnesota

Children’s Museum has Above: A Shaun the Sheep Immersive Experience is currently in development. joined forces with the studio to develop a new touring exhibit - Shear Genius - debuting on 28 May ahead of a US tour. In addition, Aardman has partnered with Electric Gamebox to create its first immersive gaming experience. Shaun the Sheep and the Mossy Bottom Farm Championsheeps opened in four UK venues in 2021 with two more venues planned this summer, plus eight venues in the US and another three opening this year. There are further plans to expand the experience in Europe.

The award winning 4D theatre experience – The Bear and The Squirrel – is now featured at attractions across the US, while a new Shaun the Sheep: Immersive Experience is in development. The project has allowed the studio to creatively explore and develop its characters in new worlds within a real-time engine.

Floral Street blossoms with Van Gogh Museum

Floral Street Fragrances is building on its award winning collaboration with Van Gogh Museum, with two ethical scented home collections launching in the summer.

The move follows the success of the Museum’s first fragrance – Sunflower Pop – which won Best Brand Licensed Health & Beauty Product or Range at the B&LLAs 2022.

Floral Street has once again been inspired by the artist’s iconic Sunflowers 1889, as well as his Almond Blossom 1890 masterpiece. The ranges include candles with vegan wax made from sustainably sourced rapeseed and coconut oil and unbleached cotton wicks; naturally derived vegan oil diffusers; 100% plastic free scented reeds and non-toxic, alcoholfree room fragrances. All are presented in exclusively designed FSC certified recyclable packaging.

“Van Gogh brought the plants to life visually and we are bringing them to life in our clean fragrances,” said Michelle Feeney, founder of Floral Street.

Marijn Veraart, licensing manager at the Van Gogh

Museum, added: “Moving into home fragrances was the obvious next step and we are all hugely excited by these new developments.”

Ian Wickham, director of Licensing Link Europe, the Museum’s agency in the UK & Ireland, continued: “This extension has been as carefully planned, researched and considered as the launch of our Sunflower Pop fragrance, so we are all excited to see the reaction.”

Inset: Floral Street has taken inspiration from Sunflowers and Almond Blossom for the new home collections.