In Conversation With… Fizz

Fizzical fitness

It’s been a busy last 18 months for Fizz Creations, not to mention an award-winning start to 2022. The licensee’s innovative lighting and food machines have won it an enviable reputation, one which it is keen to build on further going forward. LSB catches up with marketing manager, Zoe Ryan, to find out more.

The past 18 months has been something of a whirlwind for Fizz Creations. To start with, it has brought 11 new licensed gift ranges to market – with key licences including Tetris, Sonic the Hedgehog, Back to the Future, Minions, Peter Rabbit and The Grinch. On top of this, the company also established Fizz Creations GmbH in 2021, opening a dedicated distribution centre in Germany and allowing it to better service the needs of its customers in the EU in a post Brexit world. Indeed, much of the company’s development over coming years will be across Europe and the US, Fizz Creations’ marketing manager, Zoe Ryan, explains to LSB when we catch up. Talking about the licensee’s successes, she says: “The iconic SLUSH PUPPiE machine’s popularity just seems to grow year on year since its initial launch in 2017 and is a global success for Fizz. However, 2021 saw some new heroes, in particular our licensed lighting products featuring logo lights and mood lights. “I should also mention The Grinch - in addition to our own sell-out range, we also curated exclusive collections for retailers such as Primark and Asda and are currently in the production process of 45 new Grinch products for Christmas 2022.” So far this year, Fizz has been working with Bulldog Licensing and Magic Light Pictures and is looking forward to launching new product ranges for Care Bears and The Gruffalo. In addition, it will be launching some Dragonball Z housewares and also extending its work with SEGA to include Mega Drive. When it comes to what the company looks for in a partner, Zoe explains: “As a business, Fizz Creations have always been about fun and we

Inset: Minions was among the 11 new licensed gifting ranges brought to market by Fizz in the last 18 months. Inset: The new range of tubez lites are launching later this year. Above left: Zoe Ryan, marketing manager, Fizz Creations.

Inset: The company is extending its work with SEGA to include Mega Drive.

look for licences that align with our values. We have an enviable reputation in both lighting and food machines, so combining a licence with these product categories means we have an established route to market and a successful product launch. It’s all about playing to our strengths to deliver a mutually beneficial relationship.” The company’s reputation has certainly played a part in it receiving a host of award nominations and wins for some of its lines. Its Tetris Tetrimino Waffle Maker was nominated in two categories at the recent Brand & Lifestyle Licensing Awards 2022 – for Best Brand Licensed Electrical &/or DIY Products or Range, while it walked away with the accolade for Inspired Innovation Brand Licensed Product or Range Award. In addition, it also has two nominations in the Licensing International Excellence Awards 2022 - in Best Licensed Product Appliances, Electronics & Housewares for a Corporate Brand for its Tetris Wafflemaker and its Tetris x Samsung Fridge Storage Stackers – the results of which will be announced at Licensing Expo on 23 May. “It’s quite overwhelming really,” says Zoe, when asked about the nominations. “Of course, we think we make some pretty impressive products but seeing numerous products from our Tetris range receive attention, both domestically and on the international stage, is really exciting. It is also a testament to the work the team here has done in creating such innovative and fun products that attract the attention of the industry.” When it comes to challenges, however, Zoe is quick to acknowledge that shipping continues to create difficulties globally, not just in terms of costs but also in lead times. “Our team have worked super hard to

Trends and innovation

Innovation is clearly at the forefront for Fizz Creations, but what are some of the main elements that the company considers before creating new product? “As a gifting company, there are three audiences we need to consider - our customers (retailers), the person buying the product and ultimately the end user,” explains Zoe. “Ticking the boxes across all three is the secret to a successful product - it needs innovation, it needs to look good and it needs to deliver. While trend is a key driver in terms of which brand to work with, perhaps more important to our quest for innovation is finding the white space, new categories and something a bit different. “As previously mentioned, our expertise in food machines and lighting have allowed us to bring newness such as our waffle makers, Logo Lites and, launching later this year, tubez.” combat this by working much further in advance with our customers to ensure on time delivery. “Perhaps more significantly the redesigning and size reduction of our packaging – allowing us to maximise container space, reduce costs at the same time as delivering on our own sustainability goals.” Having described the last 18 months as being “phenomenal”, the aim for Zoe and the rest of the team going forward is quite simple… more of the same. She concludes: “More of what we have been doing… reaching new buyers, onboarding new licensing and continuing our phenomenal growth globally.” Inset: The Tetris Tetrimino Waffle Maker won Inspired Innovation Brand Licensed Product or Range Award at the B&LLAs