Total Brand Licensing Autumn/Fall 2024

BRAND LICENSING

BRAND

A

Total Licensing Group Publication

CO-PUBLISHER

Francesca Ash francesca@totallicensing.com

CO-PUBLISHER

Jerry Wooldridge jerry@totallicensing.com

EDITORIAL DIRECTOR

Rebecca Ash Ffrench becky@totallicensing.com

OFFICE MANAGER

Helen Bowerman helen@totallicensing.com

EAST ASIA AGENT

Roger Berman, ZenWorks rmb@zenworks.jp

With thanks to all those who have contributed to this issue.

HEAD OFFICE

Total Licensing Ltd 4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex, TN5 6PT, UK Tel: +44 (0) 1892 782220 www.totallicensing.com

Welcome to the Autumn/Fall 2024 Total Brand Licensing!

The world of brands in which we work is an ever-changing dynamic marketplace, with constant iterations and nuances ensuring that all the various parts of the industry that come under the ‘brand & lifestyle’ banner – sport, fashion, museum & heritage, automotive, homewares, celebrity, food etc, are having to maintain a nimble status to keep their competitive edge.

Listing the various wedges of the sector, above, makes you realise how many brands and companes are forming strategic alliances and partnerships, cross-category to ultimately meet consumer demand. Fashion house Shein recently formed a partnership with SmileyWorld. Apple and Aesop collaborated on an in-store experience combining Aesop’s renowned skincare products with Apple’s retail environment. Adidas and Gucci teamed up this year to offer high-end sportswear, capitalising on both names. George Clooney and Dwayne ‘the Rock’ Johnson both have ranges of branded tequila. Numerous celebrities lend their names to whiskey brands. M&S just teamed up with The National Gallery in its 200th year.

One of the most exciting developments in recent years has been the evolution of brands not just into products but into immersive experiences. One can enjoy a Bridgerton-themed afternoon tea at The Lanesborough in London; Lululemon offers in-store yoga classes; the British Museum offers a VR experience allowing users to walk through Ancient Rome. There are countless examples of these increasingly creative immersive experiences, fulfilling even more of what the consumer and fans want. Buying into a brand is not necessarily just buying something anymore – it is being the brand and fully engaging physically with it.

This issue of Total Brand Licensing is filled from cover to cover with innovative examples of creative partnerships – and opportunities for real business to be done. At the time of writing the Licensing Awards has just taken place, and now the industry looks ahead to Brand Licensing Europe (BLE) where the Brand & Lifestyle sector now has over 45 exhibitors, from the V&A to IMG, Laura Ashley to London Zoo – and includes some first-time exhibitors as well, like The British Museum and The Good Shopping Guide, offering a wealth of opportunity to the industry.

Personally, I can’t wait to see what this year’s show brings, and to take an inperson look at some of the innovative and creative partnerships that will no doubt be forged on the show floor and beyond.

Total Brand Licensing will of course be there, and you can pick up your copies of this magazine at our stand (E130) during the show.

We look forward to seeing you there!

Becky Ash Ffrench

Editorial Director

Total Brand Licensing

NEW

The Rolling Stones’ fashion and lifestyle brand RS No.9 announces their Autumn/ Winter collection for men, women and kids, inspired by the ‘brat and corporate carnage aesthetic that is set to dominate workwear and casual styles this season’.

The new collection has gone back to the roots of the Stones – embracing a rock and roll look with a hand-crafted punk edge. The apparel range is filled with collaged graphics, heavy washes and distressed fabrics, evoking the energetic fashion heritage of the Stones. The colour palette is focused on neutral shades of black, white and of course the iconic Stones red.

The new collection incorporates statement denim and leather pieces, featuring a brand-new leather bomber jacket with the Stones logo embossed on the back, with ‘Rolling Stones’ finished in a silver spray paint effect, and a washed denim charcoal patchwork zip up jacket. The unisex range features cropped body tops with raw hems as seen on the RS N09 Knitted V-Neck Vest, Urban Jungle Distressed Intarsia and Jumbo Intarsia Tongue Burgundy Sweaters, bringing a chaotic rock and roll edge.

SMILEY FUTURE POSITIVE CREATORS

Hero pieces are full of attitude and include a range of Tees, from a White Graphic T-Shirt, to the long-sleeved Exile Collage Graphic plus Mick Jagger Boxy Fit T-Shirts, to be worn as a layered look. There are three distinct items dedicated to kids featuring the Sun Burst Rolling Stones T-Shirt, the Urban Jungle Graphic Kids Sweater and It’s Only Rock and Roll T-Shirt channeling a 00s ‘School of Rock’ look.

The Rolling Stones commented: “The Autumn/Winter 2024 reflects the rock ‘n’ roll energy from our recent sold out Hackney Diamonds 2024 US tour. We hope this exciting new range that our friends at Bravado have created will be popular amongst the fans and many new customers as well.”

FUND

Smiley continues to support pioneering designers within its Future Positive Creators Fund to aid their sustainability endeavours during major global fashion weeks.

Showing how to create more consciously through the eyes of future creatives, Christian Cowan and Theophilio have collaborated with Smiley for pieces that utilise responsible or circular sourcing solutions, incorporating their unique interpretation of the iconic SMILEY icon in their Spring-Summer 2025 collection. Christian Cowan is a collection of womenswear, founded by its namesake designer in 2017. Renowned for his ability to create pieces that are at once fabulous and wearable, Cowan has been described as “the go-to New York designer for high-octane glamour”.

Paying homage to horror and murder mysteries, the designer’s collection for SS25 consisted of silver, black and cobalt blue items, with sharp, layered tailoring, whilst also bringing his unique interpretation of the Smiley ethos to the runway with gold leaf.

ASEMBL SHAKES UP HEALTH AND WELLNESS CATEGORY IN AUSTRALIA

Asembl in Australia is shaking up the health and wellness category with a partnership between Menz Violet Crumble and The Collagen Co. for the launch of a Violet Crumble Glow Shake - Premium Collagen Meal Replacement and a Violet Crumble Collagen Dream – Advanced Sleep Formula.   This exclusive deal with one of the fastest-growing companies in Australia, The Collagen Co. marks Violet Crumble’s entry into the health and wellness collagen category.

The Violet Crumble Glow Shake - Premium Collagen Meal Replacement combines the cult classic sweet treat of Violet Crumble with The Collagen Co.’s collagen-based meal replacement ‘Glow Shakes’ formula.  The Violet Crumble Glow Shake - Premium Collagen Meal Replacement combines the choc honeycomb flavour with functional and transformative ingredients from The Collagen Co.   With over 29 grams of protein - a vital nutrient that promotes muscle growth, aids in tissue repair, and helps keep you feeling full for longer periods - the Violet Crumble

Glow Shake - Premium Collagen Meal

Replacement serving contains a huge 17.5 grams of Hydrolysed Collagen Peptides to increase the feeling of fullness and helps to regulate metabolism all while revitalising hair, skin and nails.

The Violet Crumble Collagen Dream –Advanced Sleep Formula is a sublime choc honeycomb flavoured hot chocolate crafted to enhance beauty sleep.

Menz Confectionery National Marketing and Licensing Manager Polly Love said, “We’re absolutely thrilled to announce our partnership with The Collagen Co. in the collagen space!  We can’t wait for everyone to experience these incredible new Violet Crumble inspired collagen products.  Seeing this brand extension come to life is incredibly rewarding, and we’re confident people will fall in love with them as we have!,”.

Asembl Managing Director Justin Watson said, “ We are pleased to be bringing Menz Violet Crumble together with The Collagen Co. for this exciting partnership.  Both the Violet Crumble Glow Shake - Premium Collagen Meal Replacement and Violet Crumble Collagen Dream – Advanced Sleep Formula are deliciously inspired by the iconic and unique choc honeycomb flavour synonymous with Violet Crumble.  We are more than certain these two products are going to be an absolute success with The Collagen Co.’s consumers who are looking to support their health and wellbeing,”

NEW SUPERDRY FRAGRANCE LINE

The Superdry brand has announced its new fragrance line. Master Perfumers Nathalie Lorson and Alexandra Monet, under the creative direction of Superdry CEO Julian Dunkerton, created two unique expressions from a single unisex fragrance: an earthy, musky masculine fragrance with soft aromatic notes and a feminine interpretation of mineral woodiness rounded by tender florals.

Both fragrances capture the essence of living in the elements and staying true to oneself. The fragrance bottle unites Superdry’s cultural influences – Americana vintage, British heritage, and Japanese inspiration – into a distinct triangular shape. Each side features unique engravings, including the new fragrance logo, Japanese Kanji characters for “Spirit of Adventure,” and the Union Jack with the number 01. The bottle, made from partially recycled glass, is frosted for an aged effect and is refillable, aligning with Superdry’s commitment to sustainability.

EMOJI TEAMS UP WITH GNOCE

emoji® - The Iconic Brand has announced a collaboration with Gnoce, known for its topnotch craftsmanship and cutting-edge designs. This partnership introduces a distinctive jewelry collection that infuses the playful essence of iconic designs into elegant and intricately crafted pieces.

The collection features 26 uniquely designed charms, bracelets, earrings, and necklaces, each inspired by the brand’s universally recognized and expressive emoji® brand icons

Crafted from premium 925 sterling silver with select pieces adorned in exquisite 18k gold plating, the collection highlights beloved icons such as the poop, heart, laughing face, and kissy face.

Available in both gold and silver finishes, these pieces offer a sophisticated way to express personal emotions, creating an immersive experience that enhances the joy of wearing and sharing these icons.

“We are thrilled to partner with Gnoce on this captivating collection,” said Marco Hüsges, CEO and Founder of emoji Company.

“These designs beautifully encapsulate the joy and creativity that icons bring to our daily lives, and we can’t wait to see how people will use these pieces to share their unique stories.”

Jack Lin, CEO of Gnoce, remarked, “Working with emoji® - The Iconic Brand has allowed us to merge a playful spirit with our commitment to quality and self-expression. This collection provides a unique opportunity for our customers to convey their emotions and experiences in a way that resonates personally and universally.”

MORE PRODUCTS FOR FIFTY SHADES OF GREY

Caroline Mickler Licensing has announced that Lovehoney is renewing its license for Fifty Shades, the demand for which, after 12 years, shows no sign of abating. The world-renowned Fifty Shades of Grey brand continues to entice consumers with the exceptionally high quality and beautifully designed range of Lovehoney intimate pleasure products.

Since Lovehoney released the first official Fifty Shades of Grey collection in 2012, the portfolio has grown to more than 100 different products. Today, the world of Fifty Shades of Grey products is deeply connected to Lovehoney’s ongoing mission to support everyone’s individual journey to sexual happiness.

Lovehoney saids: “Many people around the world have followed the story of Anastasia Steele and Christian Grey, making Fifty Shades of Grey a well-known brand worldwide. For those curious for excitement and fun, Fifty Shades is the most natural and trusted brand to guide them in their journey.

“With our unrivalled international distribution network, we continue to reach customers across the globe to promote these adventures and make the Fifty Shades Pleasure Collection an essential part of exploring and enjoying new sexual possibilities.”

Johannes Graf von Plettenberg, CEO,

Lovehoney Group, added: “We are pleased to announce the renewal of our license agreement with E L James for Fifty Shades of Grey. As an integral part of our portfolio, the Fifty Shades of Grey products speak to an important customer group curious to explore BDSM. We look forward to continuously bringing the brand to life for all book and movie fans as well as explorers beyond that.”

Welcome has announced a collaboration with post-punk band Bauhaus. This partnership brings together the world of skateboarding and apparel with the darkly poetic influence of one of the most iconic bands in music history, resulting in a collection that pays homage to Bauhaus’s enduring legacy. Bauhaus, often credited as the pioneers of goth, is better described as sonic art with a sound that was as haunting as it was innova tive. Their debut single, “Bela Lugosi’s Dead,” set the tone for what would become a revolution in music, blending post-punk with an eerie, atmospheric sound that captured the disillusionment of a genera tion. Over the years, Bauhaus has inspired countless artists across various genres, from rock and alternative to fashion and visual arts, solidifying their place as a cultural touchstone.

DOLLY PARTON COSMETIC LINE

Dolly Parton has announced the launch of her long-awaited cosmetics brand  Dolly Beauty. An extension of her successful fragrances in partnership with Scent Beauty, in-store rollout begins in 2025.

“All of my life I’ve wanted to be pretty, and my new cosmetic line is going to allow me and you to be our very best,” says Dolly Parton. In a deal brokered by IMG, Dolly Beauty is kicking off the initial launch with the Heaven’s Kiss Lipstick collection in four shades: Jolene Red, Honey Plum, Rosebud, and Birthday Suit, all in glamorous rhinestone packaging. This product lineup is just the beginning for the brand as additional lip, eye, and face products will launch throughout the remainder of 2024 and into 2025.

Welcome Skateboards, known for its creativity and boundary-pushing ethos is the perfect partner to honor Bauhaus’s legacy. The collaboration includes a series of limited-edition decks and apparel featuring extremely rare hand drawn art from the band’s archives along with illustrations from Welcome’s founder Jason Celaya, who was inspired by the band’s distinctive aesthetic and sound. Whether it’s the iconic imagery of Peter Murphy’s shadowy presence or the surreal visuals that adorned Bauhaus’s album covers, this collection is something never seen or made available before from the band.

“This collaboration is more than just a celebration of Bauhaus’s music; it’s a tribute to the band’s influence on culture as a whole,” says Jason Celaya, Founder of Welcome. “Bauhaus reshaped me as an individual in the way I think about art, music, style and even vocabulary.”

All Engines Fired up for Automotive Licensing

CAA Brand Management has brokered deals to showcase the vast consumer reach within automotive licensing, which has become a “mega trend” that extends across new demographics and markets.

Sustainable Innovation

With sustainability remaining a key focus, automotive brands are using elevated material innovations and circular methods to prove that being planet-friendly does not mean compromising on quality, style, or performance. For example, Re/Done partnered with Ford to highlight the launch of its first all-electric truck, the F-150 Lightning, through an eco-friendly apparel collaboration.

This 16-piece collection utilized vintage upcycled clothing with 70s-themed graphics, nodding to the brand’s extensive history. Ford Motor Company also released a line

of officially licensed eBikes as part of its commitment to electric mobility. The eBikes, custom-designed to resemble elements of

Ford’s iconic nameplates, include a Mustang street bike, a Bronco mountain bike, and a dealer-exclusive heritage Mustang edition to celebrate the brand’s 60th anniversary.

Empowering Women

Automotive brands are finding meaningful ways to engage female consumers by prioritizing education and mentorship, ensuring women feel a sense of belonging in traditionally male-dominated spaces. This broadening of reach is evident in initiatives including Ford and LEGO’s introduction of the Dark Horse to the Speed Champions line, which features the first female LEGO racer with fiery red hair to match the spirit of the Mustang. Similarly, Mustang’s partnership with Zara to launch a line of women’s apparel, inspired by vintage racing jackets and race suits, highlighted female strength and confidence through a photoshoot at a Ford-affiliated racetrack, showcasing women in authentic racing gear alongside race-ready Mustangs.

Cultural Credibility

Automotive brands are capitalizing on motorsports’ current fashion moment by moving beyond hype-driven partnerships, appealing to new markets and subcultures. By teaming up with emerging brands, they showcase cultural savvy and engage with fan bases that align with their brand ethos. For example, Porsche’s collaboration with Aimé Leon Dore highlights an authentic partnership between an automotive and luxury fashion brand. With shared design principles such as simplicity and tradition, the collaboration has led to the restoration of classic Porsche vehicles and limited-edition capsule collections, allowing the brand to connect with culturally influential communities.

Digital Worlds

Crossovers between gaming and automotive are growing in influence as brands seek to engage with younger, more tech-savvy demographics. Automotive brands are now not only bringing their products into gaming but also leveraging digital worlds to build

community among like-minded consumers. Porsche, for instance, has expanded its presence in gaming genres beyond motorsport, collaborating with Blizzard Entertainment for Overwatch 2 by offering skins inspired by Porsche cars, including the all-electric Macan. Additionally, Porsche’s GT-Vision collaboration with Vexx brings the brand into digital spaces to reach a diverse, young audience that might not otherwise interact with it, further extending the brand’s demographic reach.

Futureproofing Gen Alpha

Recognizing Gen Alpha as future consumers, automotive brands are increasingly targeting this young audience, and their millennial parents, through educational toys and games that foster creativity, world-building, and systems thinking. Porsche’s partnerships with toy companies like LEGO, Hot Wheels, and Carrera Revell bring the brand’s models into homes, allowing children to experience the brand firsthand and building early brand affinity. Additionally, Porsche’s collaboration with Injusa on ride-on electric cars, such as the mini-Porsche Taycan, helps children

develop fine motor skills while introducing them to the concept of electric vehicles, reflecting a forward-thinking approach to brand engagement.

Brand as Experience

Experiential engagement continues to evolve, and automotive brands are leveraging this trend to offer consumers more visceral, multi-sensory lifestyle connections. The Ford’s Garage Restaurant chain, with 25 locations and plans to expand to 75 by the end of 2027, is an example of how automotive brands are creating immersive, branded environments. Recreating the look and feel of a 1920s service station, these restaurants utilize authentic Ford branding and memorabilia, allowing consumers to interact with the brand on a deeper, more personal level. This emphasis on experiential engagement is a key part of automotive licensing’s far-reaching impact across demographics and markets.

Through these initiatives, automotive licensing is expanding into new territories, proving that it is a powerful mega trend that can engage a broad array of consumers across industries, age groups, and cultures.

HAVEN GLOBAL ANNOUNCED AS ANZ AGENT FOR OVERTIME

Haven Global has announced its exclusive partnership with Overtime, builder of disruptive new sports leagues and IP aimed globally at the next generation of sports fans and athletes.. This collaboration marks a significant milestone, as Haven Global becomes the local agent responsible for managing and expanding the Overtime brand presence across Australia and New Zealand.

Overtime has rapidly emerged as a global leader in digital sports media, capturing the hearts and minds of millions with its unique blend of content, community engagement, and groundbreaking coverage of emerging sports stars and cultural phenomena. Overtime is the fastest growing sports brand in the USA, and Australia is the second biggest market globally for views and fans. As the local agent for Overtime, Haven Global will leverage its extensive network and expertise to amplify the brand’s reach in the dynamic markets of Australia and New Zealand.

“We are incredibly excited to partner with Overtime and bring their dynamic brand to fans across Australia and New Zealand,” said Tom Punch, Managing Director of Haven Global. “Overtime has revolutionized sports media with its innovative approach and deep connection to Gen Z and Millennial audiences. We look forward to working closely with

Overtime to develop strategic licensing opportunities and create meaningful experiences for fans in our region.”

Overtimes’ content spans basketball, football, soccer, gaming, and lifestyle, resonating with a diverse global audience. With Haven Global localized insights and market knowledge, the partnership aims to introduce new consumer products and experiences that resonate with local sports enthusiasts and influencers.

“This partnership with Haven Global marks an important step in our international expansion strategy,” said Tyler Rutstein, Chief Brand Officer, and Head of Commerce at Overtime.

“Australia and New Zealand are key markets for us, and we are confident that Havens’ understanding of the region’s consumer landscape will enable us to connect with fans in meaningful and impactful ways.”

TOWER OF LONDON

Royal Mail has revealed 10 stamps, created under licence with Historic Royal Palaces, that explore the history of the Tower of London. Secured by agency, The Point. 1888 on behalf of Historic Royal Palaces – the independent charity that cares for the Tower of London –the main set of six stamps capture some of the sights of the fortress. They depict: The White Tower; Tower Green and The King’s House; St John’s Chapel; Yeoman Warders; Traitors’ Gate; and A Raven of The Tower. A further four stamps, presented in a miniature sheet, depict some of the Tower’s famous historic prisoners such as: Princes Edward and Richard – known as the ‘Princes in the Tower’.

David Gold, Director of External Affairs and Policy said: “Over the centuries the Tower of London has played many different roles –from impenetrable fortress to royal residence, menagerie of exotic animals to place of execution, Royal Mint to home of the Crown Jewels. These stamps celebrate the myth and legend, ceremony, and tradition of one of the most famous buildings in the world.”

NEW COLLECTION FOR THE MET

Sprayground, celebrated for its thought-provoking, innovative, and dynamic accessories, has unveiled an exclusive collaboration with The Metropolitan Museum of Art. Drawing inspiration from works of art in The Met collection, the 17 piece capsule is exclusively available at The Met Store and online at store metmuseum.org starting recently as well as a wider release on the Sprayground website. The exclusive collection features an array of designs inspired by works of art spanning 5,000 years from around the globe in The Met collection. Spanning The Met’s 19 curatorial departments, the offering references works in a range of media expertly translated into fashion-forward accessory designs.

“It is truly amazing to now collaborate with the Museum, blending my art with theirs and creating something unique for this exclusive collection,” said David BenDavid, fashion visionary and Creative Director/ CEO & Founder of Sprayground.

“We are proud to collaborate with Sprayground on this unique program, which melds Sprayground’s signature aesthetic with fan favorites from The Met collection in a bold new way. This project is sure to inspire conversations about art, design, and fashion and we hope that customers and fans will visit The Met in-person or online to discover the historic works which inspired the designs,” says Josh Romm, Head of Global Licensing at The Met.

‘Jam today and jam tomorrow…’

Any licensing agent will tell you that making a good first impression on a new client is crucial if there is to be longevity in the relationship. It’s not dissimilar to a first date, the chemistry must be there from the outset or there’s unlikely to be a second. You can only imagine then my dismay at being caught behind every tractor in Essex on the way to see our potential new client Wilkin and Sons aka Tiptree (based unsurprisingly in Tiptree) and still being two miles away, in a queue for some traffic lights, as my appointed meeting time edged closer. My instinct was that they were sticklers for good timekeeping, and I was late – disaster beckoned. So, I called: ‘I’m really sorry’, I said, ‘I’m stuck in a jam’. I honestly didn’t realise what I’d said, but at this point I suspect they thought I really was taking the mickey, and someone was mouthing ‘who’s this clown?’ on the other end of the phone. ‘Richard’ came the response, ‘there’s only one jam in Tiptree worth talking about’. Luckily, they saw the funny side, they liked the cut of our gib, and so we have a truly superb additional brand in our portfolio to launch at BLE this year.

Our line of work is not about paying lip service to the brand positioning, heritage and values and then just going out and doing the same old range of products. Brands like Tiptree with their heritage going back over a century know what they stand for, even if they are also modern and progressive.

We’ve seen it time and time again, from a

with every brand and more times than not, there is a product that will be a ‘hero’. With SLUSH PUPPiE it’s a slush maker, for Jane Asher its baking kits, for Pringles it’s a pencil case, which exactly mimics the iconic Pringles can. With each of these, their success lies in the way the ‘hero’ product closely reflects the core elements of the brand by either function, personality or values.

At Pink Key we have been fortunate to have built all our brand licensing programmes from scratch, meaning that each time we start with a blank piece of paper, and our research can begin to identify the ‘hero’ product. It’s hugely important to go through this process, because in many cases the hero product acts as an anchor for the rest of the range. The best example of this is Jane Asher where the baking kits have

led to a whole range of accessories to help the amateur baker and ultimately a ready-made cake you just pull out of the freezer!

Which brings us back nicely to Tiptree and the range of potential products that may hit the ‘bullseye’. With so many flavours and colours it’s tempting to think about Jam RolyPoly (in fact it’s hard now to STOP thinking about it) but there is so much more to the brand: its heritage, the ‘Little Scarlet’ variety of strawberries, its fragrances, the opportunity for gift sets of all sorts. These are a few of the ideas we’ll be putting into the mix as we develop our conversations with potential licensees and retailers at BLE and throughout the rest of the year.

Now then, where was I, oh yes …. Jam Roly-Poly ……. yum !

licensing perspective there is a bullseye

The V&A unveils new cultural destinations and opportunities

The V&A (Victoria and Albert Museum) champions design and creativity in all its forms. The award-winning brand licensing programme supports this mission by collaborating with manufacturers and retailers across the world. It provides a tailor-made research and design development service to support the creation of beautiful products that are inspired and authenticated by the compelling stories from the museum’s ever-evolving collection. The V&A’s holdings span every creative discipline and provides a diverse sourcebook of inspiration, enabling licensees to share the museum’s 5,000-year-old story of creativity. The brand licensing programme has grown for more than 30 years and now has over 85 licensing partners globally. In recognition of the brand’s impeccable standards and ongoing achievements, it was the winner of the Best Brand award in the Art, Design or Museum category at this year’s Licensing International Excellence Awards. This incredible win reflects another year of growth for the museum, with distribution networks to 72 countries across the UK, Europe, USA and APAC, spanning wall art, home interiors, apparel, jewellery,

gifting, stationery and crafting - the V&A’s licensing activity continues to flourish.

Whilst the V&A already appeals to broad audiences, there are exciting developments that will provide even more opportunities for the programme. 2023 saw the launch of Young V&A (recently crowned Art Fund Museum of the Year 2024), a museum in Bethnal Green where children, young people and families can imagine, play and design. Looking ahead, 2025 will see the opening of two free cultural destinations – V&A East Storehouse and V&A East Museum – which are dedicated to creative opportunity and its power to bring change.

timeless allure and natural beauty of botanical art and is a true celebration of lavish floral decoration.

These new cultural destinations will allow the museum’s licensing programme to broaden and diversify its audiences and will provide new opportunities for licensees to respond through product development and asset selection. The V&A is committed to collaborating closely with licensees to build engaging campaigns and to share the fascinating stories held within its remarkable archive.

Visitors to Brand Licensing Europe (BLE)at Excel London, from 24-26 September, can look forward to seeing the V&A’s latest product launches on their stand at B263. They will be presenting a variety of collaborations that celebrate a broad range of delightful patterns and endearing motifs from their rich and diverse archive. Notable highlights will be the museum’s eclectic range of men’s, women’s and childrenswear with FILA. Taking inspiration from William De Morgan’s striking tile designs, each piece brings his captivating artworks and vibrant colours to life with fabrics and techniques that exude elegance and performance.

Continuing with apparel, the V&A will be showcasing their fourth range with Lipsy brand, Love & Roses. The range honours the

Also on display will be their recent collaboration with Samsonite that celebrates the art of travel. The collection, which includes travel cases and bags, is inspired by celebrated artistic movements, from natural and organic patterns of the Arts and Crafts Movement to the charm of 18th-century florals and the opulence of Art Deco dress fabrics.

Longstanding licensees Museums & Galleries, Fells and many more will also be on show alongside beautiful campaign imagery from the programme’s growing interiors category.

The V&A will also be exhibiting its home interior collaborations at this year’s Decorex International show at Olympia, London, from 6–9 October. The theme for their stand this year will be “Persian Enchantment” - a beautiful celebration of the V&A’s collection of Indian, Iranian and Mughal art that explores the universal themes of adventure, exploration and wanderlust.  Highlights include new additions to the inaugural range of rugs by Agnella by Brintons, an opulent range of velvet upholstery fabrics by Sofas & Stuff and existing collaborations with 1838 Wallcoverings, King & McGaw and Samsung. Explore these exquisite ranges at Decorex 2024 on stand G35.

View across the Town Square space that includes a new café and central circulation atrium at Young V&A © Picture Plane/Courtesy of Victoria and Albert Museum, London

External render view of the new V&A museum at Stratford Waterfront, designed by O’Donnell + Toumey. ©O’Donnell + Toumey, Ninety90, 2018

Explore the latest product launches from the V&A’s licensing programme

The V&A (Victoria and Albert Museum) is renowned for its extensive collections and influence on the world of design. The museum’s brand licensing programme highlights its commitment to inspire design and innovation through the power of creativity. Working closely with designers and brands, sharing centuries of knowledge and expertise to bring the collection to life in remarkable ways through thoughtful and expert craftsmanship. From home interiors, apparel and accessories to luxury jewellery, gifting, stationery and crafting, the products it creates encapsulates the rich themes, colours and textures of the V&A’s remarkable collections.

Licensee Meller Designs have collaborated with the V&A and lifestyle brand Oliver Bonas to launch their debut jewellery collection. The range draws inspiration from the magnificent patterns found in silk fabric designs by 18th century textile designer, Anna Maria Garthwaite. The 10-piece collection includes necklaces, earrings, bracelets and a brooch, each featuring the intricate blossoms and botanical motifs that once adorned sumptuous ballgowns and elegant waistcoats designed by Garthwaite from the 1720s through to the 1750s. The range masterfully translates the richness of the 18th-century silk designs into a collection that effortlessly complements contemporary fashion, ensuring that each piece becomes a statement of refined taste and sophistication. The versatility of Garthwaite’s remarkable designs allows for a harmonious fusion of the past and present; combining her creations with a captivating story and ensuring that they remain relevant and adored today.

KitchenCraft have expanded their ‘Alice in Wonderland’ tableware range to include more delightful illustrations by Sir John

Tenniel from Lewis Carroll’s classic story. In addition to showcasing the V&A’s unparalleled holdings of Victorian textiles, there is a touch of contemporary style with on-trend pastel colours. Each box is adorned with beautiful illustrations and contains a surprise on opening – a memorable unboxing experience inspired by the magic of Wonderland!

Agnella by Brintons, specialists in crafting premium wool rugs, have added new designs to their collection ‘Design Discoveries’. Building upon the resounding success of their inaugural launch in 2023, the new 15-piece range remains a testament to their commitment to celebrating design, craftsmanship and manufacturing excellence. Designs draw inspiration from a wide array of artefacts within the V&A’s collection, including the vibrant florals of 20th century dress fabrics, detailed botanical wonders of William Kilburn’s paintings and the rich geometric design of tapa cloth from the Pacific Islands.

Jodie Hatton, Design Manager at Brintons, comments on the collection expansion: “Given that the V&A archives are so vast, we knew from the project’s inception that we would continue to grow the range. In terms of design, we really want to embrace the breadth of history and style that the archives offer, so we have continued to source a wide-ranging selection of assets, looking at everything from decorative caskets to ditsy floral print fabrics.” Print and framing specialists King & McGaw have launched a new range of pho-

tographic prints, continuing their long-standing collaboration with the V&A. The collection of 23 intimate portraits of icons of the 20th century by Harry Hammond, perfectly captures the rock n’ roll mood of the 1950s and 60s. Meanwhile the exquisite collection of prints by Curtis Moffat includes glamorous portraits of Cecil Beaton and Gabrielle ‘Coco’ Chanel.

Earlier this year, Sofas & Stuff launched their third range with the V&A, ‘Threads of India’. At Decorex 2024, a new selection of velvet fabrics, ‘Threads of India Opulent Velvets’ will be unveiled. Both collections draw inspiration from the museum’s illustrious archive of South Asian objects, celebrating India’s timeless textiles and global influence, and elevating luxury living spaces with a touch of history. The ranges highlight the enduring allure of India’s artistic legacy, and Sofas & Stuff ’s dedication to infusing the timeless elegance of the past into contemporary homes. Whether adorning a sofa, gracing an armchair, accentuating a footstool, or inspiring other bespoke creations and soft furnishing projects, these fabrics have the power to elevate interiors to new heights of sophistication. The spirit of the past and the comforts of the present intertwine in perfect harmony; encouraging enthusiasts to discover the fusion of tradition and innovation within each fabric.

The V&A’s mission is to champion design and creativity in all its forms, advance cultural knowledge, and inspire makers, creators and innovators everywhere. Through its work with licensees on recent product launches such as these, the V&A continues to inspire the next generation and spark everyone’s imagination.

To find out more about the V&A Brand Licensing programme, email the team at licensing@vam.ac.uk

V&A / Oliver Bonas earrings inspired by silk designs by Anna Maria Garthwaite.

The Maritime rug by Agnella by Brintons inspired by a William Kilburn watercolour textile design.

Finding The One… ...again and again: The Art of Perfect Partnerships in Brand Licensing

Nothing matches that rush of excitement when two partners find each other, forging a connection that sparks innovation and mutual growth.

This is the essence of a successful licensing program - the magic of connecting partners that have complementary values, aspirations and chemistry.

Ciarán Coyle, President & CEO of LMCA

For nearly 40 years, LMCA has been the Cupid of the licensing world. After all, building a successful licensing program is, at its core, a sophisticated form of matchmaking. And like any successful relationship, these partnerships hinge on the key elements of connection and communication. When these elements are nurtured well, the benefits are countless and extend beyond a single launch into the po-

tential for a lifetime of returns with programs built to last.

We asked Ciarán Coyle, President & CEO of LMCA, about his vision for the future of LMCA matchmaking. He has been on a bit of a press tour this year, sharing the secrets behind building out global licensing programs.

We learned during Covid that so many business functions can be performed remotely. However, we’ve heard you share the importance of local market execution for global programs. Can you describe the connection between local market expertise and finding a brand’s “perfect match” for a regional program?

“Oh yes, without a doubt, execution must be led by local players. And to tie this to the matchmaking theme, a strong local player is best suited to develop a partnership that relies on success in a regionally distinct market.

A great example of this is the Chinese market, which has a fairly high degree of complexity. Guanxi is a Chinese concept that stresses the importance of connections, relationships, networks in both business and personal interactions. A business owner will truly get nowhere in the Chinese market without guanxi; it’s tablestakes.

LMCA has had a Shanghai office for nearly 20 years and has prioritized its growth because we understand that guanxi can’t be built over a video call. While guanxi is Chinese, you find similar concepts across all global markets. Navigating the government regulatory, distribution channels, market adaptations needed for success all rely on well-suited partnerships built on authentic connection.

When you have a licensee that has established a market position within a region, they have already secured a level of credibility with the target consumer. This is a beautiful way for a licensor-licensee relationship to kick off and begins building the trust needed for a partnership to thrive. If your organization does not have global offices, a global agency with presence in key markets is a great option for ensuring you have the local expertise needed to find that ideal partnership.”

You mention your Shanghai office and we know you are a global agency with locations in several key markets. Can you share more on your matchmaking techniques, and whether they look different market to market?

“I’m happy to share, but I would be even happier to have my team share directly with you! At the heart of LMCA’s success is a team of

passionate experts who dedicate themselves to understanding the unique needs of our clients and pairing them with experienced licensees who complement their strengths.

These teams are directed by four, global leads who work closely with each other to share insights and best practices. This ensures we are constantly learning and improving our matchmaking techniques across all markets. But they can explain it better than I can, so I’ll let them take it away:”

Meet the Global Matchmakers

Ray Uhlir: SVP & Chief Licensing Officer

Ray’s passion for the North American market is contagious. He’s renowned for his ability to craft creative licensing deals that amplify brand presence and meet the consumer where they are. His expertise covers a broad spectrum of industries, from government contracts and sports to technology and home goods.

We asked Ray to share a bit about his experience and how he sees his role as an LMCA matchmaker.

First off, you’ve been in the business for decades and worked with huge household brand names. What has been one of your favorite deals aka licensor/licensee matches?

“Too many to name! This business is never

boring. I will say one deal that I enjoyed executing was a global paper shredders program we created for HP.

One of HP’s core businesses is printers, and we wanted to create a brand-aligned global program, expanding their brand’s presence in both home and commercial offices with products that amplify HP’s information security messaging.

HP’s entry into the shredder and document finishing segment was a strategic decision that now appears intuitive to HP’s customers.

We were able to build this out as a global program by identifying regional licensee partners in Europe, Asia and North America who had the resources to source, manufacture and distribute premium quality, high volume products.

This is the advantage of LMCA having a strong worldwide presence: we can secure top-tier regional partners, oversee the ensuing program, and ensure brand standards are adhered to fully and consistently around the world.”

What advice would you give to brands new to licensing?

“Do your research and find a partner you trust. A good licensing agency will guide you through the process and help you make informed decisions.”

Ximena Duque: MD, LATAM and VP, North America

Ximena is a seasoned leader in the licensing industry with an eye for emerging trends and experience spanning diverse industries, from fashion and entertainment to food and beverage. Ximena possesses an uncanny ability to connect brands with partners who resonate with local culture.

We sat down with Ximena to better understand her process for connecting clients with great licensees.

What’s your secret to successful licensing matchmaking?

“Building strong relationships based on trust and mutual respect is key. My team takes the time to truly understand our clients’ needs and aspirations, and then we connect them with licensees who can help them achieve their goals.

A great example of that is a partnership we created in Mexico between an Electrolux Brand and a large appliance company of incredible stature. Mexico is the unofficial gateway to licensing in LATAM; if you can make it there, you can make it anywhere. The landscape is complex and highly competitive. This brand wanted to build out a licensing presence from the ground up, and LMCA was able to accelerate that process by connecting them with a licensee with the ability to innovate, manufac-

ture and distribute to the entire Republic of Mexico. No small feat!”

What advice would you give to brands seeking licensing opportunities?

“Be clear about your objectives and target audience. Understand your brand’s strengths and values and look for licensees who complement them. If you’re new to licensing and interested in partnering with an agency, be equally discerning in that selection process. You want an agency that can become an extension of your team and has extensive category and market expertise. They should make your life easier and get business done faster, more effectively and more efficiently.”

Sabrina’s profound understanding of the intricacies of the Chinese market makes her an invaluable guide for brands looking to expand their footprint in this dynamic region with local players. Sabrina has held senior positions at some of the world’s most noteworthy brands, including Nike, Disney, Mattel, and Sony Pictures, giving her the ability to truly understand the licensor’s viewpoint.

Given Sabrina’s experience managing licensing on both the brand and agency side, we were excited to sit down and have her walk us through an example of a successful licensing partnership.

Do you have any examples of a creative partnership that truly answered the needs of the client?

“Absolutely! One of our proudest moments in the LMCA China office is our work with Philips. Philips is such a globally recognized and beloved brand; they occupy the unique position of being market leaders across several industries and categories. They do this by being very strategic with where they choose to focus, and creating strong, seamless licensing partnerships in those areas that are supportive of their core product offering.

Philips saw an opportunity with the Mother and Childcare market in China, and trusted LMCA to help them build out a program with local partnerships that went deeper than the traditional licensing model. LMCA Asia found a strong licensee that could manufacture and distribute the Philips Avent brand, adapting it to regional needs. They then took it one step further and created Philips-branded brick-and-mortar storefronts in high traffic locations where the product would be distributed. This store sold licensed products and carried core Philips products, effectively creating an additional distribution channel for the licensor. This is one of my favorite examples of how licensing can excel. When done well, it’s an incredibly strong growth tool for both the client and licensee.”

Andrew Hodgson: MD, Europe

Sabrina Gu: MD, China

Andrew brings a wealth of experience to the licensing industry. His deep understanding of brand strategy and market dynamics positions him perfectly in the nuanced art of pairing brands with complementary licensing partners.

We asked Andrew to share his techniques for navigating the dance of aligning a brand’s values with a licensee’s potential.

What key factors are you looking for when selecting an ideal licensee? Can you share your musthaves vs your nice-to-haves?

“Great question! We sometimes find that our clients and potential licensees have different ideas of what makes for an ideal partnership. If I had to choose three things we prioritize when looking for licensees, they would be:

• Company stature and financial stability

• Capabilities - such as market knowledge, product development, sourcing and distribution, etc.

• Alignment with the client’s values and vision

But truthfully, this list is a bit of a moveable feast depending on the goals of the client. For

example, for some partnerships, it’s a musthave that the partner has licensing experience. That’s simply not always the case, although it can certainly make the process a lot easier!”

Everybody loves hearing a good example – do you have any examples of a licensor/licensee partnership where they shared goals?

“We recently launched a lifestyle apparel program with Castrol and a well-known fashion licensee in the UK. The partner is widely recognized as a leader in their industry and this partnership was the joining of two companies with a shared goal to create something exceptional. Not to mention, the program was just fun; both parties were looking to inject some extra energy into the market by combining streetwear with the Castrol brand. Great placement in leading retailers was achieved and sell-out was fantastic – a job well done!

Now with that same brand, Castrol, we are also executing a more complex global filters program that harmonizes well with their core strength in premium automotive lubricants. We built this program with regional partnerships that tailored the product specifications and distribution to each market.

Everyone wins with this program. The licensees have secured an in-line, high volume, low risk product and Castrol builds out its global

presence in car care. And from the consumer perspective, they will see a seamless, consistent presence from a brand they trust: Castrol filters that are available across four continents, five countries, and counting!

Once the partnership boxes are checked in terms of values and capabilities, we look to whether the key stakeholders have a shared respect and personal compatibility – the “vibe check”. That was certainly the case in both examples, and pairings such as these are the perfect foundation for future collaborations.”

Key Takeaways

Lasting licensing partnerships are about crafting relationships built on shared goals and values that are nurtured through connection and communication. A strong licensing agency can help a client find complementary licensees and guide both sides through the process of creating a mutually beneficial program.

With nearly 40 years of experience in building longstanding licensing programs, LMCA accomplishes their perfect pairings through a process built on understanding, mutual respect, and creative solutioning.

As Ciarán shared, “By investing significant time in understanding our clients’ needs and finding licensees that complement their strengths, we’ve created programs that have thrived in the market for over 30 years.

This longevity is a testament to our commitment to fostering relationships that go beyond mere business transactions. Like any good matchmaker, we’re working to build relationships that last.”

A pioneering licensing agency for brand extensions

An introduction to GTL

First established in 2008 in Hong Kong, Global Trademark Licensing Ltd (GTL) has grown to become a leading global licensing agency with eight global offices located in the UK, Europe, and the U.S.A., all whilst maintaining a strong presence in Asia with offices in Beijing, Shenzhen, Hong Kong and Singapore. With further strategic partner agencies expanding the global reach into South America, Australia, New Zealand, and South Korea. As early pioneers in the Chinese market and with deep roots across Asian territories, GTL now ranks as one of Asia’s top five agencies, as well as being a top 15 licensing agency globally. GTL’s team of experts brings over 150 years of combined licensing experience across all major categories and a vast array of leading brands.

The GTL team prides itself on extensive market knowledge combined with a proactive, innovative, and creative business development approach that delivers outstanding results for its clients. This has allowed GTL to establish comprehensive, industry-leading programmes for clients including Mercedes-Benz, Jaguar, Range Rover, Defender, Pagani, Lotus, McLaren Racing and Scania. The company’s focus is on building strong brand awareness and extending brand experiences through strategic and creative brand licensing for its partners. To achieve this, GTL offers six core services – brand representation, manufacturer rep-

resentation, market consultancy, approvals management, royalty auditing, and trademark protection, with the ultimate aim of providing peace of mind for its partners, who trust in the agency to represent their brands and interests like an extension of their own team.

As the toy industry became increasingly focused on digital and interactive, GTL broadened its horizons to apply its skillset to what has become the world’s largest entertainment industry.

Bespoke strategies for GTL clients have delivered premium opportunities with major titles and upcoming blue-chip games from industry leaders Microsoft, Sony, EA, Tencent, Ubisoft and others, as the interactive industry continues to evolve with the expansion of eSports, the advancement of the Metaverse and the ubiquity of NFTs.

With its team of licensing experts, GTL understands the importance of choosing the correct opportunities and is continually working with its clients to build tailored strategies to manage the risks and rewards of this burgeoning sector.

Translating Brand Values

Building a Lifestyle brand is at the core of many of GTL’s premium clients. Brand exten-

sions represent an excellent way to translate the DNA of a brand to tell its story in a different way and reach new audiences. However, as a brand moves away from its core business the risk increases so prospective collaborations must be authentic and relevant.

GTL has helped its clients expand their brand into many new sectors including apparel, watches, luggage, footwear, bikes, and e-mobility amongst many others.

GTL’s process involves:

• Selecting a partner with the right synergies to meet the objectives of the brand extension.

• Managing the interaction of design teams to deliver an authentic and genuine translation of the brand(s) involved.

• Ensure timely product development in line with the design and quality expectations of both brands to hit the target price points.

• Establishing a robust logistics chain to maximise global sales channel opportunities. Maximising the market resources of all parties to ensure an impactful launch and ongoing sales support.

• Supporting the sales network with the required tools, including comprehensive customer service support, to drive long-term sales success.

• Regular analysis to drive tactical adjustment and longer-term strategic adjustments including future product development and sales expansion.

Here are some of the programme highlights that demonstrate GTL’s work with their clients:

McLaren F1 Ride-On to inspire racing drivers of the future

GTL work with McLaren across all of their Racing properties in the toy sector, building a comprehensive programme to satisfy the diverse audiences of the team. Their knowledge of this category, especially within the APAC region, allows them to provide strong segmentation ensuring maximum

returns for the licensor whilst maintaining clear market space for each licensee to thrive. This ride-on inspired by McLaren’s MCL60 F1 car showcases the colours and stylings of the Team with innovative product features. It has proved a huge hit globally with both kids and their parents with videos of the McLaren ride-on proving to be extremely popular across various social media platforms.

Creating a Digital Strategy for Lotus

The digital and interactive category has evolved into an important cornerstone of automotive licensing programmes. GTL deliver bespoke digital strategies for their clients across a multitude of platforms and major titles through their relationships with all of the top studios globally.

For Lotus Cars, GTL have built a comprehensive programme to support the company’s impressive growth plans and burgeoning portfolio of vehicles; creatively using Lotus assets for brand building whilst maximising revenue opportunities:

Lotus Emira had its interactive debut in CSR

2 at the same time as its the real car was revealed to the world, GTL have since successfully developed an extensive programme for Emira across the interactive category.

The elegant Lotus Evija has continually generated a buzz across the interactive category. Upon its launch in-game, EA featured the Lotus Evija on its app icon for Real Racing 3. Gameloft created a special event for its players to access the Lotus Evija, generating widespread excitement amongst Asphalt 9 players

With a continually expanding portfolio of dynamic vehicles. GTL have now begun to develop and successfully implement licensing strategies for the two latest additions to the Lotus vehicle line-up. Lotus Eletre and Lotus Emeya,

GTL remains at the forefront of the industry, advising and managing opportunities in non-Automotive titles, the Metaverse, NFTs and esports. They understand the importance of choosing the correct opportunities and is continually working with its clients to manage the risks and rewards of this burgeoning sector.

GTL and Lego: a long-term relationship

GTL is proud to have developed a long-standing relationship with Lego and through this association some truly outstanding products have been developed.

Lego® TechnicTM x Land Rover Defender

The highly anticipated launch of the new Defender was a key strategic objective for JLR and licensing played a key role.

An iconic world premiere at the Frankfurt Motor Show in tandem with the LEGO Technic Defender model, which was delivered by GTL. The innovative launch generated un-

precedented coverage across all media platforms.

Land Rover Classic Defender 90

GTL’s relationship with LEGO was also used to reinforce Defender’s heritage and innovation with the launch of the LEGO Icons Land Rover Classic Defender 90, an immersive building experience for Land Rover lovers and LEGO car fans alike. The design is a faithful interpretation of the original 1983 model, complete with functioning steering, working suspension and accurate interior details. With two ways to customise it, fans can build a streamlined Land Rover or add accessories and gear for an epic off-road adventure. The level of detail is incredible, equipped with functioning steering, working suspension and accurate interior details. It also included accessories such as a fire extinguisher, jerry cans, toolbox, working winch, mudguards and traction plates.,The ultimate homage to an automotive classic. Working closely with their teams, GTL have been able to leverage

licensing partnerships with some of the world’ biggest companies in order to amplify brand messages and vehicle launches.

GTL further expanded their relationship with Lego’s diverse product portfolio range, seamlessly integrating two models into their Speed Champions range.

Lego Speed Champions: Lotus Evija

The Lego Speed Champions model pays a stunning tribute to Britain’s first all-electric hypercar. Underpinned by a relentless attention to detail, the vehicle is a striking reflection of the authentic detailing of the Lotus Evija. It is the first time that Lotus and LEGO have partnered and the Evija remains on shelves for the third year.

MCL60 F1 Ride-on

Lego Speed Champions: Pagani Utopia

Following its launch is September 2022, the Pagani Utopia has been critically acclaimed as one of the world’s finest hypercars. GTL ensured this exquisite hyepercar would

be celebrated, GTL’s relationship with LEGO ensured that the Speed Champions model would become the first ever brick-built model of a Pagani, all finished to a precise level of detail capturing the beauty of the design of the Utopia.

Ride Ons

Almost a category in its own right are the Ride On cars for children. Not like-for-like replicas but nevertheless always recognisable due to the design and adaptation of the real cars main features. They are always an eye catcher and receive immediate attention from very young (and old) car fans. GTL have been pioneers in

this category, due to the proximity of its offices to the factories and continue to have close ties to the best Licensees and always an eye on new and upcoming Prospects.

All of GTL’s clients have recognized the potential of this category as a brand builder and to literally get children behind the wheel of their brand for the very first time. The Range Rover Ride On and Mercedes-AMG SL 63 are benchmarks in the SUV and sports car categories respectively.

A different

type of vehicle

GTL and Scania have worked to together over the past three years to build an impressive portfolio of toys and collectibles for fans and owners of their products. From detailed accurate scale models of the R Series trucks to fun toys for youngsters to enjoy. With a reputation for best-in-class vehicles it was important that Scania worked with companies that share a similar positioning and attention to detail to represent the brand. The portfolio of licensees includes globally renowned scale model manufacturers WSI & Tekno along with Bruder who produce engaging and interactive toys such as the R-Series Fire Engine.

Bruder Scania R-series Fire Engine

Scania worked with Bruder to create the Pro Series Utility Vehicle R-Series Fire Engine, with a movable windscreen, fully functioning steering and a lights and sounds module, for realistic play. This included details such as the

ability to unwind the hose to put out the fire, activate the water pump and to lift the ladder to 1200 mm.

Made to the highest specification, as expected of all Bruder toys, it ensures the next generation of firefighters can start developing their skills.

WSI Scania 1:50 Collection

WSI Toys is a renowned name in the world of die-cast scale models, particularly among enthusiasts and collectors who appreciate the blend of precision engineering and intricate detail. WSI produce high-quality, highly detailed models, especially in the realm of trucks. The brand’s dedication to authenticity and craftsmanship has earned it a loyal following around the globe.

WSI Toys, known for their precision-crafted models, have produced an array of highly detailed replicas of Scania trucks, celebrating the brand’s iconic status in the global trucking industry. This partnership has truly captivated collectors and enthusiasts alike.

GTL at BLE 2024

GTL is heading to Brand Licensing Europe this September with a showcase of its expanding client portfolio, which includes many of the world’s most famous automotive brands including Mercedes Benz, Jaguar, Range Rover, Defender, McLaren Racing, Formula E, Lotus Cars, Scania, Lambretta, Gulf, James Hunt and London Taxi.

For more information, visit the Global Trademark Licensing Booth B268 at Brand Licensing Europe or email inquiries@gtl-int.com www.globaltrademarklicensing.com

In Style with Lisle

Can you give us some background on Lisle Licensing and where the business is focused this year, and your current client portfolio?

In its infancy Lisle Licensing’s expertise was very much focused on character entertainment and toy licensing strategies, led by Colin Lisle and his daughter, Francesca who founded the company back in 2010.

Today the business is led by Francesca and our client base is broader, encompassing character, entertainment, lifestyle, arts, publishing, sports and pet brands. These include The Style Sisters, Poodle & Blonde, artists Kate Smith Co. and Lucia Heffernan, the design business Studio Blom, as well as the BBC’s Dragons Den winning character brand, Mood Bears, and most recently, The Dogfather by Graham Hall.

Most recently we’ve had a major launch for the Style Sisters with their first grocer partnership for a homewares range in more than 200 Tesco stores which has got off to a great start and has been a major project to bring to fruition. The wonderful Mood Bears have also launched via their master toy partner, Tomy, in Asda; this along with strong toy sales has enabled us to sign several new licensees in new categories which will be announced very soon. You have a wide spectrum of clients. How do you adapt your approach to licensing and brand extensions?

When we take on a new client we always spend a considerable amount of time getting them ‘licensing ready’, even if they’ve already had experience in the sector. We hold in-person immersion days and countless Teams meetings getting to know one another, exploring a variety of opportunities for their licensing programme and how it will connect and enhance their existing commercial strategy and brand or product offering. In doing this we are able to create bespoke strategies which are relevant and tailored to them and meet their overall objectives.

We very much take an open approach to work with new licensees, as well as those with whom we have existing relationships. We would never want to shoe-horn a client who has bound-

Francesca Lisle sits down with Total Brand Licensing to talk the growth of Lisle Licensing

less aspirational ideas for their brand and in the last three years have widened our licensee partnerships which include Captivate, Skinny Dip, Sebnini Trading, Portico, Turner Bianca and Hunter Price.

Tell us more about any successful Style S isters campaigns, the recent Tesco launch and the future focus for their brand.

The Style Sisters, Charlotte (Reddington) and Gemma (Lilly), have had a fantastic eighteen months with a licensing programme that has seen their brand expand into new sectors including storage solutions, fragrance and home décor.

The partnership with Sebnini is a notable success with their home fragrance and candle collection selling out across the UK. A huge amount of work went into developing the range, from the fragrance through to the packaging, choosing the right retail partner and price point that would appeal to the consumer. Their brand has also been a hit with consumers at both Very and Next, developed by the team at Hunter Price. Affordable stor-

age in their trade mark monochrome designs, and innovative items such as the slimline velvet hangers have set them apart as a famed space-saving and de-cluttering duo.

Most recently, last month saw the launch of their first homeware collection in more than 200 Tesco stores across the UK for Autumn-Winter ’24; the range comprises 18 homeware items and we’re looking forward to welcoming the girls onto Lisle’s stand at BLE (D211) to meet licensees and retailers with a view to expanding in further categories for 2025. There’s another launch coming up later this year, but all we can say right now is ‘watch this space’.

We’re also keen to learn more about your signing of Poodle & Blonde earlier this year. Poodle & Blonde ticked all the right boxes, and we reached out to its founders Whinnie Williams and Kierra Campbell in 2023, with them becoming a client earlier this year.

Up to now Poodle & Blonde have been successful in creating collections of high quality wallpaper and fabrics, with colourways and designs that blend perfectly as ‘mix and match’ and include sustainability options wherever possible. Our focus as their licensing agent is to bring to life their expansion dreams.

Are you looking to build your client portfolio?

We are always looking to expand our portfolio, it’s the nature of the job! For any initial conversations we welcome BLE visitors to visit us on stand at D211 or drop me an email. What are your plans for BLE and beyond?

Beyond our client management at BLE we will also be welcoming a new brand into the portfolio, which is not only exciting for us, but yet another example of broadening our expertise and industry insight.

The Style Sisters will also be joining us at the show, as will the Founder of Mood Bears, Joanne Proud, plus the costume characters and Dragons’ Den investor, Sara Davies.

We’ve a raft of news to share in the coming weeks including our first licensees for The Dogfather by Graeme Hall and another category launch for the Style Sisters.

Navigating the Retail Storm:

How a Two-Tier Brand Positioning Strategy with Premium Halo and High-Street Collaborations can Propel Brands Forward

In today’s tumultuous retail environment, where consumer behaviour appears increasingly challenging to predict and market saturation seems ever-increasing, brands are under immense pressure to find innovative strategies which will ensure their continued performance. At Iconix International, whilst 2024 has certainly proved a challenging year for both ourselves and our partners per the industry as a whole, we are seeing a raft of success stories across our portfolio, from sports properties such as Starter, Danskin and Pony to fashion lifestyle propositions such as Lee Cooper and Joe Boxer, to streetwear brands such as Mossimo, Ecko Unltd. and Rocawear to highlight a few, leaving us well on track to exceed both our 2024 targets and prior year performance globally. What is working, and perhaps even more importantly, what is NOT working out there at the coal face? Certainly, the days of simply leaving the licensee to their own devices to create standard commercial product and hoping for sell through is no longer sufficient – curation is key to driving both brand demand and financial performance. We are find-

ing that key strategic components currently include dual-tier brand positioning strategies, a combination of both premium halo collaborations and high-visibility high-street partnerships, tight product and branding curation and an emphasis on the support of secondary categories to drive volume beneath mid-premium tier lines – this for Iconix is increasingly emerging as a powerful formula for success. The retail sector is currently experiencing unprecedented challenges. Economic and political uncertainty, the shift to e-commerce, the state of the high street, the narrowing retailer landscape and changing consumer priorities in the face of the cost-of-living crisis are all contributing factors. Brands must now navigate not only the traditional pressures of competition but also a landscape where consumer loyalty is fickle, and not only brand differentiation but also value, quality and sustainability is more critical than ever. In this environment, traditional brand management approaches may not suffice; instead, brands need to employ innovative strategies that allow them to stand out, connect with diverse consumer segments, and remain resilient.

Two-Tier Brand Positioning: The Dual Approach to Market Segmentation

Leveraging brand equity across a broader spectrum of consumers is increasingly important

in the current market, which presents a strategic challenge in terms of brand protectionism, positioning and credibility. Certain Iconix properties have benefitted significantly from a carefully executed two-tier strategy – Lee Cooper for example, one of the largest properties for Iconix, is a brand that we operate globally at mid-premium tier and support with significant global brand marketing, whilst all volume-driving categories are distributed under the Lee Cooper Originals moniker, with distinct packaging and branding which is kept consistent on a global basis. This has allowed us to see significant success both at upper tier levels on the aspirational product ranges as well as at the mass level where the brand can offer slightly more affordable products that retain the essence of the brand’s identity without dilution, whilst targeting perhaps a different consumer segment (including younger consumers who may be future mid-tier consumers), without our sales being negatively impacted by brand dilution. The mid-premium tier creates a halo effect, enhancing the perceived value of the entire brand, while the mass-mar-

ket tier ensures widespread visibility and accessibility. The sub-brand approach also allows us to successfully drive volume on secondary categories, another strategic focus for Iconix International, using the likes of Underwear, Socks, Back to School, Sleepwear, Swimwear, Kidswear, Homeware and Luggage categories to drive volume be it at the likes of Costco with whom we have both DTR and wholesale relationships, at Club or via Online players beneath the mid-tier offerings. An additional benefit to the two-tier strategy is the potential for risk mitigation – in the event that one of the tiers experiences difficult conditions, the brand presence is sufficiently wide-spread to be able to ride out the turbulence, whilst brand awareness is boosted by the breadth of distribution.

Coupling Premium Halo with High Street Collaborations

Iconix is also increasingly reaping benefits from interlacing both premium halo collaborations (be it partnerships with hype premium brands, artists, or on luxury product collections) that serve to elevate the brand’s image and offer our loyal consumers highly aspirational musthave product, with high-visibility high-street collaborations which focus on expanding our brands’ reach and accessibility, teaming up

with popular, mainstream brands or retailers that have significant market presence and consumer loyalty. This combination is allowing Iconix to maintain top-of-mind relevance in the consumer and retailer perception whilst upholding an elevated aspirational desirability. While these strategies may seem contradictory at first glance—one focused on exclusivity and the other on accessibility—they are, in fact, proving complementary as a form of ‘feedback loop’ that strengthens Iconix’s brands’ position across all market segments.

A Product-first Focus

Many of Iconix’s brands are fortunate to be properties which have built their success on extensive archives of graphics, illustrations, prints and the like, which over time have not only garnered them a loyal consumer following and attracted new fans alike, but which have also gained nostalgia value with the passage of time, making the archives ever more relevant and appealing as the likes of 90s/ Y2K trends, 80s trends and Americana sports nostalgia return to the fore. Continuing this tradition has been a key focus for Iconix; we invest in building out these archives on a constant basis, providing our clients with new or remastered artwork for their use on a regular basis to drive newness and excitement. This approach has been key to the success of high growth brands such as Mossimo and Modern Amusement with their remastered hand-illustrated graphic banks, to Joe Boxer whose fresh dynamic prints and highly detailed trims on

swimwear and underwear are proving highly successful on sell-through, as well as Ecko Unltd. and Zoo York, both of which enjoy extensive graffiti and brand DNA-inspired graphics which can be applied directly to product. Ed Hardy is of course a brand whose entire raison d’etre is its artwork, and innovating ways of utilising Don Ed Hardy original art in new and creative ways has certainly underpinned the brand’s extraordinary meteoric success in the likes of Fenwick, Urban Outfitters, JD Sports, Zalando, Asos, Footasylum and many more. Iconix also focus heavily on executing a very high level of trend, branding and fabrication curation, believing this support to be key in this market; on a brand such as Danskin for example, globally one of Iconix International’s highest revenue driving properties and in Europe sold at retailers such as Next, TKMaxx, CCC and Prisma Hypermarkets, we seek to provide our partners with a high level of support in terms of trend/colour direction, ready to use print provision and soft hand feel focus whilst seeking to drive detail-orientation in terms of branding/trim look, feel and elevation, working hand in hand with our licensees to implement this into best-in-class product that drives sell-through. Whilst relaunching the PONY brand at Selfridges, Liberty and Urban Outfitters, Iconix also worked closely with its football replica licensee to create a highly detail-orientated range of100% replica football shirts from past PONY sponsorships, the product proving highly successful in part due to the brand appeal but also due to the attention to authentically recreating every fabric, branding and sponsorship detail from the original product.

A Resilient Path Forward

At a time when agility and strategic thinking is key in a challenging retail landscape, a twotier brand positioning strategy, enhanced by both premium halo and high-visibility highstreet collaborations, offers a path forward. By simultaneously appealing to affluent consumers and the mass market, brands can build resilience, maintain relevance, and continue to grow, supported by first rate product and underpinned by volume driven by a secondary-category focus.

Smiley® Sports to Launch in Mid-2024: A

Smiley® Sports, an exciting new sports lifestyle brand, is set to launch in Q3 2024, bringing a fresh and vibrant approach to active living. Targeting young adults, Smiley Sports official merchandise is focused not on winning, but instead on making daily sports more fun and accessible for everyone.

Nicolas Loufrani, CEO, The Smiley Company, reflects on the evolution of Smiley’s sports icons. “I began creating Smiley sports emoticons in the late ‘90s to enhance digital communication around sports; they were mostly based on balls but also used accessories like boxing gloves or skateboards,” Loufrani notes. “We are now proud to take the concept to wider audiences in this joint venture with the company behind the Market success story and the famous Smiley basketball, which has become an icon of streetwear.”

Smiley Sports embodies the core values of community, fun, well-being, and friendship. Unlike traditional sportswear, which often

New Sports Lifestyle Brand targeted at young adults

emphasises competition and excellence, Smiley Sports focuses on making sports accessible and enjoyable for everyone.

The Smiley Sports philosophy aims to counter the prevailing narratives in sportswear by fostering a sense of inclusivity and joy. Research indicates that many young people are disengaging from traditional sports, feeling that it lacks the fun and excitement found in esports and digital games or that they will never be good enough. This trend is contributing to societal issues such as obesity, poor health, and social isolation. Smiley Sports seeks to address these challenges by making sports a more en-

tertaining and engaging activity, promoting an active lifestyle through a sense of community and fun, where you don’t have to be the best— just enjoy, stay active, and connect.

“Smiley Sports is more than just a brand; it’s a movement towards healthier, happier communities,” said Ross Wilson, Chief Product Officer - Fashion, The Smiley Company. “We believe that sports should be accessible and enjoyable for everyone, regardless of age or skill level. Our mission is to inspire people to get out and play, to connect with others, and to experience the joy that comes from being active together.”

Smiley Sports brand is designed with a streetwear philosophy to reinvigorate the enjoyment of sport, bringing a new creative brand targeted at delivering both style and functionality for young adults. The first collection will include both a core signature brand collection and a Basketball targeted collection. Future collections will continue to build product lines for a wide array of individual sports, each with their own unique sport targeted icon and product set, including collections for tennis, golf, boxing and more.

Each targeted collection includes playful apparel, performance apparel, accessories and innovative sports equipment, crafted to the highest standards of quality and durability, ensuring they can withstand the rigours of daily use while keeping the fun front and centre.

As part of its commitment to promoting active lifestyles, Smiley Sports will also engage in cmmunity initiatives and events aimed at encouraging participation in sports and physical activities. These efforts will further the brand’s goal of making sports a positive and inclusive experience for all.

Smiley Sports launch marks an exciting new

chapter for The Smiley Company, building on a legacy of bringing joy and positivity to people around the world. With its vibrant designs and community-focused mission, Smiley Sports is poised to become a beloved brand in every sport.

Stay tuned for more details as we approach the official launch of Smiley Sports in Q3 2024.

About Smiley Sport

Smiley Sport is a new sports lifestyle brand designed for the whole family, launching in mid-2024. As the official merchandise of the Smiley Sport Recreation Division, the brand is dedicated to making daily play more fun and accessible for everyone.

With a focus on community, well-being, and enjoyment, Smiley Sport brings a fresh and joyful approach to sports, encouraging active lifestyles through vibrant, high-quality gear that embodies the spirit of play.

About The Smiley® Company:

The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy

in the hearts of consumers worldwide through its diverse range of licensed offerings.

Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972. Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important icon in graphic design. In 1996 Nicolas Loufrani, son of Franklin, took over the helm, steering Smiley into the digital revolution.

Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley - his emoticons are now sent around the world infinitely. Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Baseball - a cultural icon.

Key Data:

• 50+ years history

• Top 60 Global Licensor

• 410 million in retails sales

• Over 66 million units sold across 155 countries

• Consistent double digit growth year on year since 2006

• 2023 Social media reach of 192M

• Trademarked in over 100 countries

Retail Partners:

• Global Retail Chains: H&M, Zara, Bershka, Pull & Bear, GAP

• Department Stores: Galeries Lafayette, Nordstrom, Macy’s, M&S,

• Fashion Chains: Kiabi, Next, Primark, Urban Outfitters, OVS, Terranova, Gemo, C&A, Reserved, Lefties, Hot Topic,

• Mass Retail: Target, Walmart, Asda, Tesco, Carrefour, Auchan, Lidl, Aldi

Licensees:

Over 531 across key categories; Fashion & Accessories. Home & Gifting. Hi Tech. Health & Beauty. Stationery & Publishing. Toys and Games. Food & FMCG. Jewellery & Watches

Maintaining Smiley’s friendly mantra, Loufrani created Smiley Movement in 2017. The non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.

For more information, please visit www.smiley.com

TikTok UK Shop Crackdown:

How Fake Products Could Cost Thousands in Fines!

With the rising popularity of TikTok Shop, a growing number of consumers are being drawn to the convenience of purchasing products directly through the social media app. However, social media experts from Celebian say convenience comes with a serious risk. Counterfeit products are flooding the platform, posing significant health risks and legal consequences for unsuspecting buyers. Authorities, including Trading Standards, are set to clampdown on counterfeit goods, warning that buyers could face fines and prosecution.

Dangers of Counterfeit Products

The allure of buying trendy and affordable items through TikTok Shop has led to an increase in counterfeit goods being sold on the platform. From fake luxury handbags to counterfeit makeup, these items are often made with substandard materials and can contain harmful substances. Recent investigations have revealed that counterfeit beauty products, such as makeup and skincare items, contain toxic ingredients that can cause severe skin reactions, including burns, rashes, and even long-term health problems.

Some counterfeit cosmetics have been found to contain hazardous substances like lead, mercury, and arsenic, which can have effects as damaging as acid on the skin. These products are often produced in unregulated facilities with no quality control, making them extremely dangerous for consumers.

Legal Risks: Fines and Prosecution by Trading Standards

As part of an effort to combat the spread of counterfeit goods, Trading Standards, the authority responsible for enforcing consumer protection laws in the UK, has launched a

crackdown targeting both sellers and buyers of fake products on platforms like TikTok Shop. Consumers purchasing counterfeit goods, knowingly or unknowingly, could face serious legal consequences. Authorities have warned that buyers caught with counterfeit products could be subject to hefty fines of up to £5,000 and, in some cases, criminal prosecution.

Enforcement and Penalties:

Trading Standards officers have the authority to conduct inspections, seize counterfeit goods, and investigate individuals or businesses suspected of selling fake products. If an individual is found guilty of possessing or purchasing counterfeit goods, Trading Standards can impose fines. In more severe cases, criminal charges may be brought, potentially leading to higher penalties or even imprisonment.

A Strong Warning to Consumers

Celebian issued a public warning: “Consumers must be vigilant when shopping on Tik-

Tok Shop. The rise of counterfeit products is alarming, and these fake items pose serious health risks. Moreover, with the recent clampdown, buyers need to understand that purchasing counterfeit goods can lead to legal trouble, including fines and prosecution by Trading Standards. Protect your health and your wallet by only buying from verified and trusted sellers.”

Commenting, Celebian said, “While TikTok Shop offers a unique and engaging shopping experience, consumers must remain cautious. The surge in counterfeit products presents not only health risks but also legal dangers. By following the recommended guidelines, consumers can enjoy a safe shopping experience and avoid the pitfalls of counterfeit goods.”

Museum and Heritage Licensing Continuing to thrill and delight

Fusing history and modern demand, the brand extensions that are coming from museum and heritage brands are becoming increasingly more creative, intuitive and in many cases gearing towards the higher-end of the mainstream market.

The Metropolitan Museum of Art recently revealed a collaboration with Sprayground, which is known for its though-provoking accessories.

Drawing inspiration from beloved works of art in The Met collection, the 17-piece capsule features an array of stunning designs inspired by works of art spanning 5,000 years of art from around the globe in The Met collection.

“We are proud to collaborate with Sprayground on this unique program, which melds Sprayground’s signature aesthetic with fan favorites from The Met collection in a bold new way. This project is sure to inspire conversations about art, design, and fashion and we hope that customers and fans will visit The Met in-person or online to discover the historic works which inspired the designs,” says Josh Romm, Head of Global Licensing at The Met.

Each piece includes a special tag, hang tag, and a plaque, inspired by the plaques seen in museums, complete with a QR code, providing detailed information about the bag and its relationship to the original artwork that inspired its design.

Licensing Britain’s favourite gardening charity, a byword for horticultural excellence for well over 200 years whose gardens and flower shows are known all over the world, isn’t something the Royal Horticultural Society’s licensing team takes lightly.

At the same time strong awareness of the RHS name has been a major boost for a heritage brand campaign that has grown in multiple categories.

The RHS horticultural heritage has also informed its success in non-gardening areas through the RHS Lindley Collections, the world’s finest collection of botanical art. Uniquely, the RHS encourages its licensees to use this vast number of artworks imaginatively. It doesn’t restrict creative use of its impressive design assets.

The collection also inspires standalone style guides focusing on specific art, like amazing 17th-century geometric gardens, or artists, like gardening design genius Gertrude Jekyll or watercolourist Caroline Applebee.

But a heritage brand also has responsibilities, as RHS Licensing Manager Cathy Snow explains. “We support high-quality, British-made goods and products promoting good environmental practices.” she says. “The RHS licensing programme also builds on the charity’s broad appeal, reinforcing the message of

how good gardening is for everyone in both gardening products and the wider product portfolio, targeting everyone from children and teens to young adults and beyond.”

Museum of Fine Arts, Boston has amplified its global licensing presence collaborating with leading and innovative Chinese consumer brands, joined forces with Kayou, the dominant Chinese brand in the gaming and collectible card industry to launch themed-educational card packs that take inspiration from the MFA’s encyclopedic collection.

The MFA, in collaboration with Kayou curated multiple collection card packs that feature various art movements and artistic styles, including modern and abstract art, ukiyo-e prints, and Impressionism that feature artworks by masters such as Pierre-Auguste Renoir, Paul Cezanne and Vincent van Gogh.

Riding the collectibles craze, the MFA has partnered with Chinese brand Pop Mart.. The MFA and Pop Mart’s first collab is an iconic-cross over with Pop Mart’s Skullpanda and the artwork of Austrian Expressionist painter Egon Schiele.

Imperial War Museums (IWM) has announced its latest collaboration with the AVI-8. Launched this summer, this exclusive capsule collection features iconic timepieces inspired by some of the most legendary aircraft in aviation history and the stories of courage behind them.

Each design such as the Hawker Hurricane Carey Dual Time, P-51 Mustang Blakeslee Chronograph, Hawker Hurricane Classic

Chronograph, and the Spitfire Lock Chronograph commemorate the bravery and innovation of wartime aviators. Through their design, the watches encapsulate the spirit of its namesake aircraft, meticulously crafted to honour their legacy.

Casely announced its continued partnership with the world-renowned Van Gogh Museum to present a limited-edition collection of phone cases, in a deal brokered by IMG. This new gallery of phone cases features iconic works from Vincent van Gogh and a celebrated piece by Pierre Bonnard, capturing the vibrant spirit of France.

“We are thrilled to continue our partnership with the Van Gogh Museum and bring another set of beautiful works to an everyday canvas,” said Casely co-founder Emily Stallings. “With the summer games taking place in France, we felt it was the perfect time to celebrate the rich artistic heritage of the region. We carefully selected pieces that honor and reflect the profound artistic history and influence of France and its surrounding region.”

Lifestyle brand CASETiFY announced a new partnership with the British Museum, who will also be first-time exhibitors at BLE this year. The upcoming collection draws inspira-

tion from iconic artifacts from the Museum’s Ancient Egyptian collection, encapsulating the style and symbolism of the Age of the Pharaohs in a range of tech accessories.

This marks the first collaboration between CASETiFY and The British Museum, one of the world’s most prestigious and widely visited museums. The British Museum’s extensive collection of Egyptian artifacts, each narrating its own unique tale, serves as the cornerstone for this collection. The British Museum x CASETiFY collection will include items such as the Golden Gayer-Anderson Cat Strap, Amulets Phone Charms, and cases adorned with hieroglyphics and other Egyptian motifs.

The National Gallery celebrates its 200th year by entering into a first-ever partnerships with M&S. These two British heritage brands come together with a 34-piece home and gifting range, to launch later this year. Inspired by the paintings in the National Gallery in London, the exclusive lines includes textiles, accessories, lighting and tableware, alongside accent furniture.

Gifts include home fragrance, beauty sets, and festive decorations. Some pieces within the range carry an aesthetic of antique heirlooms and opulent feasts, highlights across dining include gold candelabras and floral plateware. Highlights across textiles and lighting, include ruffled edges, deep velvet and statement fringing.

The Royal Pavilion at Brighton is another brand making its grand debut at Brand Licensing Europe this year. The Pavilion was King George IV’s spectacular party palace by the sea and the essence of Regency splendour. As Prince Regent, George, gave his name to the elegant period now popularized by Netflix’s Bridgerton and enjoyed by millions worldwide.

‘The ‘Bridgerton effect’ has spiked interest in Regency jewellery, fashion, furniture and design, and the Chinoiserie style, used throughout The Pavilion, has seen a boom in popu-

larity. For the first time at BLE, visitors can see The Pavilion’s fashionable, historic designs, intricate patterns, bold colour palettes, and whimsical motifs as well as products inspired by this rich heritage.

The Royal Pavilion offers a huge range of possibilities and inspiration for licensed merchandise, particularly apparel, accessories, home decor and stationery. By blending traditional craftsmanship with modern trends, The Royal Pavilion captivates new audiences and inspires innovative product lines, giving partner brands the opportunity to associate with luxury, culture and history, bringing a touch of regal splendour to their offer.

The Sunday Times has published its list of the top 100 bestselling books of the last 50 years and confirmed the enduring position of Edith Holden’s The Country Diary of an Edward-

ian Lady as one of Britain’s most popular and best loved books. First published in 1977

Nicholas Durbridge, CEO of Lilytig Licensing Limited, owner of the licensing rights in Country Diary, said: “The beauty of the illustrations of British flora and fauna by Edith Holden is timeless as evidenced by the Sunday Times listing at number 12 in the top 100 bestselling book titles of the last 50 years. The book remains in print around the world and the licensing programme is poised to introduce a number of new licensees following the launch of a new style guide at BLE last year. We have also just appointed WP Brands as our new agent for Australasia so the timing of this announcement is very pertinent.”

Ian Downes of Start Licensing, who represent Edith Holden – The Country Diary in the UK added: “Achieving such a high placing in this prestigious list and being amongst such illustrious publishing company reinforces the strength of the Country Diary brand. It is a true classic brand with an impeccable licensing history. The recent brand refresh and new style guide have built on the legacy the brand had whilst helping to position it attractively for a contemporary audience. Licensees like Moonpig have enjoyed great success with the brand underpinning its lasting appeal. We look forward to discussing new opportunities at BLE.”

The Natural History Museum

The Natural History Museum’s licensing department is bringing two significant new apparel collections to market this year. The first comes from personalised childrenswear specialists My 1st Years who joined forces with the NHM team to develop a very special capsule collection, inspired by the desire to captivate the hearts and minds of children by blending education and imagination.

This gender-neutral collection, designed for ages 6 months-8 years, features raincoats, wellies, sweatshirts, t-shirts and accessories, all adorned with dinosaur and planetary motifs and all with personalisation options. This adorable collection is perfect for young explorers a chance to express their love of nature with their very own personalised clothing, designed with sustainability in mind, featuring FSC certified rain boots, organic cotton, recycled polyester and more.

Maxine Lister, Head of Licensing at the Natural History Museum commented: “Creating an exclusive childrenswear collection with

My 1st Years - which not only focuses on sustainability but is inspired by our natural world – has been a joy to work on. There is something for every future scientist, with products inspired by our natural world including dinosaur prints, animal embroidery and space themed designs”.

The second collection comes from a fantastic new collaboration with British heritage jewellery, accessories and sleepwear brand, Fable England, who teamed up with the Museum to create a luxurious product range for AW24. The 38-piece collection features hand-painted enamel jewellery, illustrative print silk scarves, luxury sleepwear as well as signature Fable England bag shapes, dominated by an exclusive print created for the collection.

With the natural world as their muse, Fable England are known for thoughtfully weaving stories from British literature through each of their collections, and their latest – developed alongside the Museum - is no exception. Forming a connection over their shared love of the natural world, the team at Fable England relished the opportunity to delve into the Museum’s special collections; a treasure trove of artworks, manuscripts and rare books, to seek out inspiration for the new collection.

With such a vast collection, the challenge proved to be which narrative thread to follow. However, it was the story of entomologist Maria Sibylla Merian that had a lasting impact on the team. A leading entomologist, Merian’s work would go on to revolutionise the scientific community’s understanding of the life cycle of insects, something that surpassed social conventions bestowed upon a woman at that time. The expertly observed hand-coloured plates from Merian’s publication Metamorphosis Insectorum Surinamensium have gone on to inspire many natural history artists, illustrators and entomologists alike, and the Fable England team were

equally inspired, using a number of these prints to create their abstract botanical luxury print Floral Engravings, which underpins the whole collection.

Max Lister, Head of Licensing at the Natural History Museum, says: “Given our aligned values and dedication to sharing the wonder and beauty of the natural world, it should come as no surprise that we’ve collaborated on such a marvellous collection with the Fable England team. Maria Sibylla Merian was a true pioneer for women in science and we relish the opportunity to showcase her work in such a thoughtful way. We are so lucky to have such a vast collection to take inspiration from and there are so many narratives like that of Maria’s that we can embrace and interpret for modern audiences.”

The Museum’s licensing team are delighted with these wonderful new collections - both taking such creative and unique approaches in interpreting the Museum’s collections in an engaging way for the consumer. The team are excited to continue growing the brand within the apparel sector and are keen to meet with potential licensees and retailers at Brand Licensing Europe to discuss additional opportunities in this category.

Five Fashion and Beauty Brand Collaborations

Redefining Licensing Partnerships

The number of fashion and beauty brands we see popping up on Instagram and TikTok feeds is seemingly endless, leaving consumers with more choices than they know what to do with. Celebrity beauty brands alone have now surpassed $1 billion in sales, claiming market share that was once divvied up between select top brands. This ongoing change in the competitive landscape has forced both emerging and established brands to rethink their marketing strategies. According to The beauty market in 2023: A special State of Fashion report, “The changing dynamics will render the industry’s largely homogenous global playbooks of the past decades less effective and require brands to reassess their global strategies and introduce greater nuance and tailoring.” One effective play that we’re seeing is beauty brand collaborations with pop culture icons to stand out, drive relevance, and gain a competitive edge. In this article, we delve into

innovative collaborations that have reshaped marketing campaigns of beauty brands to offer broader appeal.

The Power of Fashion & Beauty Brand Partnerships to Extend Appeal

Partnerships with celebrities have been a goto tactic for fashion and beauty brands for decades, but now a new strategy is emerging—partnerships between brands. This takes the tried-and-true strategy of growth through partnerships to the next level, amplifying both brands at the same time and generating buzz that enables them to reach new markets and demographics.

Here are five innovative licensing partnership examples that are reshaping the beauty landscape, creating win-win (and even win-win-win) deals through collaboration.

1. Fendi x FRGMT x Pokémon Fashion and Pop Culture Collaboration

Italian fashion house Fendi departed from its traditional luxury look when it launched a playful new line in partnership with Japanese streetwear Fragment Design (FRGMT) and pop-culture icon Pokémon. Recognizing the surge in demand for nostalgia properties, Fendi, founded in 1926, supplemented its timeless design with a pop culture flare. The Fendi x FRGMT x Pokémon line incorporates the popularity of the 90s and early 2000s streetwear fashion and Pokémania into bags, apparel, accessories, and even digital avatar items available through Pokémon GO. The collection was released in Fendi boutiques and on Fendi.com in January 2024 to celebrate the Chinese Year of the Dragon.

Partnering with the two subcultures has extended Fendi’s trademark elegance and style to include a little bit of fun, opening brand appeal to a broader international audience and larger demographic. At the same time, the partner-

ship has elevated the price point for Pokémon, along with higher-end FRGMT, paraphernalia, with a beaded baguette featuring the Dratini, Dragonair, and Dragonite characters retailing at $9,400. Those who would like to buy into the buzz at a lower cost can opt for a Dragonite T-shirt for a mere $850. Compare this to a non-Fendi and FRGMT Dragonite t-shirt sold on Pokémon Center that retails for $24.99; or a non-Fendi and Pokémon t-shirt sold by FRGMT for $77.

2. Coty and Marni: Fashion Meets Beauty Collaboration

Shortly after the Fendi x FRGMT x Pokémon launch, beauty brand Coty forged a partnership with Italian luxury fashion brand Marni. Coty, the world’s largest fragrance company, was founded in Paris in 1904, and joined forces with the more contemporary Marni, founded 90 years later in Milan, incorporating Marni’s “unique youthful approach to luxury.” The first product under the licensing agreement is scheduled to launch in 2026, with development, production, and distribution of new fragrances and beauty products expected to be released beyond 2040.

In a press release dated February 6, 2024, Coty CEO Sue Nabi shared Coty’s drivers for entering into the agreement, stating, “This licensing agreement aligns with Coty’s highly successful strategic direction of focusing on fashion-driven licenses with multi-category potential that resonate across key markets.” This isn’t Coty’s first foray into a fashion and beauty brand collaboration. Just last year, Coty renewed a license agreement with high-end luxury brand Jil Sander, also owned by Marni parent company OTB Group. In the same press release, OTB Group CEO Ubaldo Minelli shared the company’s motivators, stating, “This longterm-vision agreement gives Marni the opportunity to shape its values in new, creative ways and to strengthen its luxury positioning by landing in the world of beauty and fragrances.

3. Lush x Super Mario Bros. Movie Beauty Brand Collaboration

Just ahead of the April 2023 release of The Super Mario Bros. Movie, natural cosmetics brand Lush released a limited-edition product collection inspired by Nintendo’s intellectual

property, including Princess Peach body spray; Mario, Luigi, and Bowser shower gels; Gold Coin soap; and Question Block bath bombs with power-up soaps hidden inside. The Lush campaign, “Power-up your bathing”, gave Super Mario Bros. fans the opportunity to liven up their bathtime rituals. The licensing agreement was entered into with Universal Products & Experiences, a division of the company whose mission is to bring Universal’s characters and stories to life in new products and experiences. In a press release posted to the Lush website, Stephanie Kraus, SVP Global Design and Product Development for Universal Products & Experiences, shared their inspiration. “The collection is innovative and iconic with surprise and delight elements inspired by the film, and we can’t wait for the reaction from fans.

4. Rhode x Krispy Kreme

When Hailey Bieber debuted her iconic “glazed donut nails” at the 2022 Met Gala, they went viral. They were featured everywhere from TikTok videos to Good Morning America, rolling out the red carpet for the June launch of her beauty brand, Rhode. Its flagship product, peptide lip treatment, sold out in just three days and drove Google searches for “lip treatment” to an all-time high, building a waitlist of 440,000 for Rhode. These two facts made the next flavor of her peptide lip treatment a no-brainer.

In the summer of 2023, Bieber announced her first-ever collaboration with Krispy Kreme donuts to launch her new strawberry glaze peptide lip treatment in tandem with a limited-time Labor Day release of Krispy Kreme Strawberry Glazed Donuts, catapulting the strawberry glaze craze into a franchise and pushing sales of the Rhode lip treatments to over 1 million. In 2024, Krispy Kreme entered into a new pink-donut collaboration with UK-based fast-fashion retailer PrettyLittleThing as part of a “bigger strategy to invigorate the brand.” In an interview with marketing and media publication The Drum about why Krispy Kreme chose to collaborate with PLT, Emma Colquhoun, Krispy Kreme’s Chief Customer Officer, shared “Krispy Kreme is looking to build and strengthen its brand relevancy with the Gen Z audience.”

5. Twilight x ColourPop Licensing Partnership

The vampire-inspired Twilight x ColourPop makeup collection instantly sold out when it was released in January of 2024, causing ColourPop to limit shoppers to two of each item when they restocked their online store six weeks later. Products inspired by the movie franchise included “Vampire Skin” powder highlighter, blood-red lux lip oil called “Bells,” and eyeliners in hues named “Vampire” and “Coven.” ColourPop has built a reputation for sellout collaborations, previously launching IP-themed makeup collections that licensed Sanrio’s Hello Kitty, each of Disney’s 12 princesses, and Harry Potter. ColourPop’s Director of Brand Partnerships and Growth shared the brand’s inspiration for their more than 50 collaborations with industry publication License Global. “We continue to see strong demand for licensed consumer products and want to ensure we can accommodate this ask from the community. We’ve had numerous collections sell out in 10 minutes (or less), so we want to ensure we can continue building on this demand.”

Driving Growth with Innovative Partnerships

These types of licensing partnerships offer an avenue for fashion and beauty brands to not only stand out but benefit from the brand equity of what may appear on the surface to be strange bedfellows. By licensing names and likenesses, brands can appeal to otherwise untapped audiences, expanding their market share by offering more creative and unique products and even commanding higher price points. Yet these partnerships can carry rather complex terms, making royalties difficult to track. Software like LicenSee by FADEL and IPM Suite Licensing Edition can streamline the operational side of managing royalty payments and license agreement terms, paving the way for more opportunities for collaboration in the future.

This article was originally published on  fadel.com

Contact FADEL to learn more about how to unlock brand potential with technology that supports innovative licensing partnerships.

BRAND LICENSING EUROPE Brands, Lifestyle and more...

Brand Licensing Europe is back! And when the doors open on 24 September, there will be more brand and lifestyle exhibitors than ever before.

Before we take a look at some of the exhibitors at this year’s event, Ella Haynes, Event Director at BLE, explains the growth and depth of the sector. This is followed by some interviews with brand and lifestyle exhibitors and a round-up of what’s happening at the show.

“45 of the 241 companies already confirmed to exhibit at this year’s Brand Licensing Europe (BLE) can be found in the Brands & Lifestyle zone with newcomers including The Royal Pavilion at Brighton, The British Museum and The Merchantwise Group.” explained Ella Haynes.

“Since we launched the three different zones (the others are Character & Entertainment and Discovery & Design) to the show many years ago, the B&L category has gone from strength to strength, something that’s mirrored in the success and creativity of entries at the B&LLAs.

“We have some amazing museums, charities and heritage IPs (Van Gogh Museum, The British Museum, RSPB, etc) in this area, F&B on Pink Key, Start Licensing, Perfetti van Melle and Beanstalk and much, much more including Yale and Outerstuff, who are doing brilliantly.” Some

11.

12. IBML

13. Iconix International

14. IMG Licensing

15. Imperial War Museums

16. JCB Consumer Products

17. JPatton

18. Laura Ashley

19. Licensing International

20. Licensing Management International

21. Little Marcel

22. LMCA

23. London Zoo and ZSL

24. Maui and Sons

25. Merchantwise Group

26. Metrostar

27. Natural History Museum

28. Octane5

29. OpSec Security

30. Outerstuff

31. Panini

32. Perfetti Van Melle Group

33. Pink Key Licensing

34. RDP Creative

35. Road sign

36. Royal Horticultural Society

37. RSPB

38. Tempting Brands

39. The British Museum

40. The Good Shopping Guide

41. The National Gallery

42. The Royal Pavilion at Brighton

43. V&A

44. Van Gogh Museum

45. Yale University

BLE Exhibitor interview

Louisa Skevington, Product Licensing Manager, RSPB. Booth B275

Tell me about your business and the brands you work with.

The RSPB is the UK’s largest nature conservation charity, working locally in the UK, and on a global scale. Our mission is to protect and restore habitats, save species, help end the nature and climate emergency, and inspire others to do the same. Our work is driven by evidence and rooted in five areas: species, science, place, policy and people. The RSPB is proud to have an established licensing programme, working with like-minded, industry-leading partners. We’re passionate about saving nature for future generations, working in partnerships with businesses to achieve more for everyone.

You’re returning to exhibit at BLE! Tell me about all the lovely reasons you’re coming back.

BLE is a fantastic way to engage with the licensing industry and get inspired, both by the other brands exhibiting at the show and by the conversations had with licensees and retailers on our stand - having everyone together in one place sharing ideas really is invaluable. It is an important platform for the RSPB to showcase our brand and prospect new partners – our highest value partnership to date came out of an introduction we first had at BLE!

What can licensees and retailers expect to see on your stand?

We are hoping to use our stand to showcase the breadth of the RSPB’s work and brand – from big campaigns to individual species, habitats, and personal engagement with nature. Our latest licensed product development will be on display, and we have an exciting new RSPB campaign – Protect our birds, Defend our nature – which we will also be highlighting visually.

Are you launching new brands, products and announcing any news at BLE?

We have had a busy year signing new licensees and launching product in new product categories. `

These include jewellery from Blackbird Jewellery, sunglasses from Bird Eyewear, craft kits from The Makerss and our Power to Pollinators roses collection from Harkness Roses, so we will be showcasing these as well as new product launches from our existing partners.

We will also be talking to visitors about our upcoming campaigns, including Protect our Birds, Defend our Nature and Big Garden Birdwatch.

If so, what is it, who is it for why should licensees and retailers be excited by it?

The RSPB and our products are for everyone, and the brand continues to go on a journey

towards being more relevant and inclusive to the world we are trying to change, so it’s a great opportunity for visitors to see the growth and potential in our brand.

Our new partnerships and product development brilliantly represent our commitment to both sustainability and nature which will be exciting for licensees and retailers to see, at a time when the industry is increasingly aware of the environmental impact of product.

For example, our new jewellery with Blackbird is not only beautiful in its depiction of some of our favourite birds but is handcrafted in the UK using recycled materials. Our new campaigns are exciting to share as well, as we have some lovely new assets that would translate nicely onto products.

It’s BLE’s 25th birthday this year, please tell us your favourite memory of BLE. I have exhibited at BLE throughout my career in licensing but bringing RSPB to the show for the first time in 2022 was a really special moment.

It’s always great to see new brands exhibiting at BLE and to be part of the growth in the Brands & Lifestyle side of the show in particular.

What are the biggest challenges and opportunities facing the licensing industry in your territory?

The RSPB is a predominantly UK brand, and it’s been a difficult time of economic strain and political change, which is impacting how, and how much, people shop. However, it feels that there is a real opportunity for growth for trusted charity and heritage brands – we are seeing fantastic growth for licensing year-on-year at the RSPB, and I believe this is due to the familiarity and reliability of our brand and products and the engagement that customers have in supporting our mission.

Working with other well-known brands that share our values has been a good growth channel in the last couple of years, as has Ecommerce.

BLE Exhibitor interviews

Richard Pink, Pink Key Licensing, Booth B269

Tell me about your business and the brands you work with.

We are Pink Key Licensing - we’ve been developing programmes for food and lifestyle brands for over 10 years - we’ve built programmes from scratch for Kellogg’s, Pringles, SLUSH PUPPiE, The Laughing Cow, Peperami, Jane Asher and Pan American Airlines.

You’re returning to exhibit at BLE! Tell me about all the lovely reasons you’re coming back.

We see BLE as key to our licensing year - it’s where we make contact with all the people we want to do business with for the following 12 months, whether they are existing partners or new contacts. We see it as an essential place to be as it’s where the industry gathers in one place to look at what they are planning to do for the year to come.

What can licensees and retailers expect to see on your stand?

We’ll have examples of our best work, visuals and style guides for all our brands and we’ll be ready to have face to face meetings to anyone who wants to be part of developing our brand programmes.

Are you launching new brands, products and announcing any news at BLE?

Yes - this year we will be launching a food and non-food licensing programme for the much loved English brand Tiptree.

What’s Tiptree, who is it for why should licensees and retailers be excited by it?

Tiptree is versatile and progressive but grounded in a rich heritage. Tiptree products are a by-word for quality and they have enjoyed distribution in the past across the whole spectrum. The brand is highly adaptable, and we are going to be developing products for multiple distribution channels.

It’s BLE’s 25th birthday this year, please tell us your favourite memory of BLE. Being interviewed for the big BLE screen dressed as a can of Pringles.

What are the biggest challenges and opportunities facing the licensing industry in your territory?

Every year it gets more competitive and moves faster - the biggest challenge is getting the time to be creative enough with brand to create, approve and deliver top quality products that will resonate with the consumer.

Adam Bass, Director, Golden Goose, Booth C255

Tell us a bit about your business and what you do?

We are a full-service brand licensing agency managing responsibility for our clients licensing including everything from strategy development, partner sourcing, commercial negotiations, legal negotiations, product approvals, revenue collections and all admin.

Why are you exhibiting at BLE?

To source new partners for our prestigious client base that includes Gulf Oil, Del Monte and English Heritage, and to source bigger and better more licensable brands.

What are you hoping to achieve from / who

are you hoping to meet at the show this year?

Increase awareness and exposure for our clients’ licensing programmes and add more licensees and clients to our portfolio

What can we expect to see on your stand?

We have a prestigious limited edition Gulf E-bike (€13,000)

Are you launching any new brands and/or products?

We will be showcasing our clients and looking for new brands to represent

Why is a separate Brands & Lifestyle zone so important?

Because it’s where you can see the more serious side of licensing

If you have exhibited before, please share a memory from your favourite BLE experience.

Having all our licensees for English Heritage show up simultaneously, a meeting with 14 people completely unplanned!

Cathy Snow, RHS Licensing Manager, Booth C273

Tell me about your business and the brands you work with.

We are the licensing arm of The Royal Horticultural Society, the UK’s leading gardening charity and a much-loved institution with a worldwide reputation. Our core categories are gardening, homeware and gifts but we are constantly adding new categories, bringing the RHS brand to nursery products, outdoor furniture, fabrics, food, apparel and even socks, to name only a few! To give an idea of this diversity, recent licensees include Roma Prams, Atlantic Mats (doormats), Crane Garden Buildings, Babylonstoren (wine), AutoPot (sustainable plant watering systems), The House of Sarunds, (chocolate and confectionery), Dexam (kitchen textiles) and Sockshop.

You’re returning to exhibit at BLE! Tell me about all the lovely reasons you’re coming back.

BLE last year was a constant hive of activity and positive energy. We had very a successful show with some exciting conversations to follow up on. We also had a quite a few walkon opportunities, some planned, some spur of the moment, but all welcome and many productive. There were also many positive comments about our stand, so we have a lot to live up to this year!

What can licensees and retailers expect to see on your stand?

Some amazing new design ideas will greet visitors and we’ll be highlighting some partnerships that are bringing to retail some extraordinarily beautiful products.

Are you launching new brands, products and announcing any news at BLE?

There are two new style guides and some new partnerships being announced at the show, not to mention an expanded category and licensee list since BLE 2023. If so, what is it, who is it for why should

licensees and retailers be excited by it?

An exciting new style guide called RHS Flora and her Friends is a response to requests from licensees and retailers for a simplified collection of botanical assets that will translate into fabulous product designs for the home, gifts and apparel product categories, introducing a fresh, modern feel. It’s exciting because it draws on inspiration supplied by the RHS Lindley Collections, the world’s finest collection of botanical art, and contains a number of ready-to-go patterns. The RHS will also be launching a collection of light-hearted and humorous artwork.

Both moves are significant because they will support RHS plans for licensing expansion both in the UK and across Europe, a very appropriate aim for a European licensing show!

What are the biggest challenges and opportunities facing the licensing industry in your territory?

Heritage licensing is a bigger business than ever before: that’s the main opportunity. One big challenge is keeping on our toes. We need

to ensure our service and support remain of a high standard at all times. Another challenge is sticking to our principles.

Not only must the products the RHS endorses or licenses be of high quality and appropriate to the brand but partners need to understand and support the RHS vision: a world where gardening is embraced as a way of life – a source of joy and fulfilment, building healthier lives, stronger communities, and thriving environments.

Is there anything else you’d like to tell us about yourself?

I’ve touched on this briefly, but it bears repeating. Our style guides are inspired by assets few other brands can match: the RHS Lindley Collections, the world’s finest collection of botanical art containing more than 25,000 superb images. And licensees in turn are encouraged to be creative with our style guides taking inspiration from and reworking them for maximum effect. This freedom with design is one of the unique highlights of the RHS programme.

What’s on Show...

A

look at some of the brand and lifestyle exhibitors at this year’s BLE.

Licensing Management International (LMI) will showcase its extensive nostalgia licensing programmes, with more requests for merchandise for British Motor Heritage where they represent the classic MG marque along with Austin, Morris, Austin Mini Cooper, Austin-Healey, Austin London Taxi and Triumph. Mattel are expanding their collection of diecast vehicles and Electronic Arts (Dirt/Dirt Rally) and Microsoft (Forza/ Forza Horizon) continue to report excellent sales for the video game franchises.

The classic BSA Motorcycle designs are available, with a new apparel programme launching in USA with Goodie Two Sleeves. Benny Hill figurines (Cosmic Group) and whisky (Spirit Haven Distillery) are launching this summer.

The upcoming centenary for Laurel & Hardy, in 2027 is sparking additional interest with a number of licensees committed. With the third Downton Abbey movie release anticipated around Christmas 2025, Highclere Castle will once again be the star of the show.

Lady Carnarvon, chatelaine of Highclere Castle and acclaimed author, continues to build on the publishing programme, with books including Lady Almina and the real Downton Abbey and Lady Catherine and the real Downton Abbey selling well, and the largest household textile company in USA, Standard Fiber, is expanding their Highclere Castle Collection for top of bed products and pet beds.

The AXA fantasy comic strip first published in the 1970s in the Sun is now being republished by Dren Publications to include new material, plus Roz HQ Tees (Pogo Group) are bring AXA to Amazon. All licensing rights are available.

LMI will also wish to discuss the company’s long standing partnership, with International Space Archives ‘’World’s Premier Source of Historic Space Programs’ Imagery’’ which is promoting the Artemis programme as we look ahead to 2026 and the new NASA Moon landing.

The Shakespeare Birthplace Trust are now celebrating the 400th anniversary of the First Folio. Hasbro’s Shakespeare Trivial Pursuit game contains 600 questions (and answers) about Shakespeare’s life.

Caroline Mickler Licensing, which builds licensing programmes for a number of major properties, will return to stand A180 at BLE 2024 with a portfolio that once again underlines the diversity and originality of the brands represented by this award-winning, independent licensing agency.

The properties highlighted at BLE include The Beatles, Yellow Submarine, Stanley Kubrick’s iconic films The Shining, A Clockwork Orange, Full Metal Jacket, and 2001: A Space Odyssey, Toxic Waste Hazardously Sour Candy, Horrid Henry, Fifty Shades of Grey, Deddy Bears and the latest Caroline Mickler Licensing signing, Polaroid.

Lisle Licensing returns to BLE to highlight its successes and growth over the past year.

In the past two years the agency has broadened its client portfolio and now has a roster representing brands which want to create breakthrough in consumer products and commercial partnerships.

The leading lifestyle duo, Style Sisters, have had a fantastic eighteen months with Lisle delivering a licensing programme that has seen their brand expand into new sectors which include storage solutions, fragrance and home

décor. It was announced last month that the celebrity duo, Charlotte Reddington and Gemma Lilly, are to launch their first homeware collection at Tesco for Autumn-Winter 2024, comprising 18 homeware items, in more than 200 stores across the UK.

Earlier this year Lisle welcomed The Dogfather, Graeme Hall, to its portfolio covering the UK and Australia and New Zealand. Luxury interiors brand, Poodle and Blonde, were onboarded by Lisle at the beginning of this year and have already generated enthusiasm amongst retailers and licensees.

The Mood Bears licensing programme continues to evolve following the recent announcement of master publisher, Igloo Books. Lisle takes the adorable brand of eight colourful plush bears, which reflect human emotions to BLE, aiming to build the Mood Bears’ licensing programme and have recently signed Hunter Price for stationery, arts & craft and jewellery.

In the art-design category Lisle represents the vibrant and eclectic design brand, Studio Blom.

As the Managing Director of Greg & Company, Greg Giordano has had the opportunity to work with a variety of licensees.

While he currently licenses designs to over 85 different manufacturers, licensing artwork to various greeting card companies continues to be a staple of his business, and a product category that is continuing to grow and develop. Following in the footsteps of his father, greeting cards became an instantly successful category for Greg Giordano. The variety of subject matter in Greg’s designs, from cars and trucks, dogs and cats, various birds and butterflies, wildlife and diverse seasonal themes, allow his artwork to be featured on greeting cards for any occasion. In fact, Greg’s artwork is currently featured on over 150 greeting card products, helping to celebrate weddings, birthdays, Father’s Day, Christmas, and any other special event that requires stationery.

Perfetti Van Melle announced its participation at BLE (Booth D240), showcasing its

playful candy brands and celebrating their fun and colorful essence, with Chupa Chups in the spotlight.

A vibrant booth has been created to highlight Chupa Chups’ iconic pop spirit, enhancing its essence and offering an immersive, eye-catching experience that perfectly captures Chupa Chups’ joyful and dynamic personality.

The iconic brand designed by Dalí is more fashionable and versatile than ever. It’s making its mark with fashion designers and fast fashion retailers across the globe, and further captivating amazing luxury brands, such as Fendi with its Chupa Chups lollipop holder.

At the show, Perfetti Van Melle will provide a glimpse of thrilling new launches and artwork developments.

At BLE the focus will be on two sustainability-focused properties available for licensing: a) Ethical Accreditation by The GOOD Shopping Guide, b) a wholly new sub-brand available for partial or full branding of sustainable products (the name and design of this will be announced at BLE for the first time).

The GOOD Shopping Guide is talking in the License Global Theatre at Brand Licensing Europe on Thursday 26th September at 11am, and will be at stand A274 at BLE.

The British Museum invites licensing and retail partners to make history together as the world-renowned institution prepares to make its Brand Licensing Europe show debut. Officially the UK’s most visited tourist

The GOOD Shopping Guide will make its debut at BLE. After nearly 25 years of licensing its certification mark to companies and brands, it are now expanding into licensing to manufacturers too. Aviva, Octopus Energy, Neal’s Yard, Green People and Green 100 and scores of other companies have already signed up. The GOOD Shopping Guide has been at the forefront of sustainable and ethical licensing across multiple product sectors since 2001.

attraction, The British Museum welcomed 5.8 million curious minds through its doors in 2023.

Brand Licensing Europe 2024 provides a platform for potential partners to explore the huge showcase its dual licensing strategy, which is anchored by an amazing selection of 1200 objects from the Museum’s over 8 million objects, each with its own unique narrative that will add value, interest and authenticity to partners.

Clever animated imaginings of key artefacts in the form of the character Bastet, based on the world famous bronze Gayer-Anderson cat from the Ancient Egyptian collection, extends the reach of the Museum’s programme into the character licensing space.

The Art of Drag brand is gearing up for a busy BLE 2024, where it will sashay into stand D200 alongside brand licensing specialist The Point.1888, which has recently been appointed to develop retail and licensing opportunities for this playful, funny and ever-so-slightly-subversive property.

A major talking point at BLE will be planned updates for the Art of Drag design assets that includes collaborations with real-life star drag queens, including stars of RuPaul’s Drag Race. In 2024 a brand-new cosmetics collection from LGBTQ-owned US brand Vampyre Cosmetics joined last year’s calendars, jigsaws and notebooks from UK publisher FlameTree Publishing, a fashion collab with major UK retailer boohooMAN and boohoo.com, and Art of Drag wall art and high-end prints with independent wall art company Tall Boy Prints. Art of Drag also inspired Pride 2024 throughout the June-August period with a wide range of specially designed stationery, giftware and cards in collaboration with leading stationery group Ryman.

AC Milan is a club that has contributed hugely to the world of football, so much so that

AC Milan held the most international titles recognised by FIFA from December 2007 to February 2014. The Rossoneri’s history is now

the stuff of legend, as are the men who have helped to write it – be they presidents, coaches or footballers. There have been so many historic figures, from the Englishman Alfred Edwards, under whom the Club won its first league title, and Andrea Rizzoli, the first President of AC Milan and an Italian team to win the European Cup in 1963 at Wembley, through to Silvio Berlusconi, the President who had the most success in Italy, Europe and throughout the world.

Black Lives Matter is a social justice movement born out of the systematic racism and police brutality. The licensing programme is set to be a collective space for the Industry to move the movement forward to implement the change collectively. BLM will be coordinating the industry initiatives from licensors,

licensees and retailers and ensure a percentage of sales are collected through BLMLightfund and distributed to BLM projects. Additionally, Blacklivesmatter.uk and Black Licensing Matter’s mission is set to benefit black lives and to deter unlicensed, unethical merchants, retailers making money of the back of ‘black lives matter’ with care for, any giving back to uplift black lives or social action to declare their anti-racist or to help to eradicate racism. Now is time that we, the licensing industry take the movement forward through consumer products.

Brandgenuity is a leading global independent brand licensing agency that extends iconic brands into products, services and experiences that delight consumers, raise brand awareness,

and generate revenue. The agency’s clients include BMW, Church & Dwight, Nissan, Honey Bunches of Oats, Mike’s Hot Honey, Sazerac (Fireball Whisky, Buffalo Trace, Southern Comfort), Dr. Scholl’s, White Castle, Edgewell (Hawaiian Tropic, Banana Boat), NFLPA and others. Brandgenuity has won numerous industry awards.

Bravado lives at the crossroads of music and fashion. They understand the power of smart merchandising, and know how to create products that spark organic, emotional connections between fans and artists. Bravado’s world class capabilities have made them the leading provider of consumer, lifestyle and brand management services around the world. With teams in 40 countries, they create a tailored approach for every project — from creating new spaces in the market to bringing an artist’s creative vision to life. Bravado is about building brands and legacies that live on, beyond the music.

Beanstalk, a global brand extension licensing agency, works closely with their clients to unlock brand equity and create many of the world’s most recognizable products and services. They help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk offers a breadth of services across their practice areas, including brand representation, digital media representation (Tinderbox), manufacturer representation, consulting, brand partnerships, cultural intelligence, legal and financial services, and royalty auditing. They are headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and Sao Paulo, and affiliates throughout the world.

To open up the kitchen to younger audiences and bring families together a unique world for children, led by the Chefclub Friends — a brigade of six fun and quirky characters. These characters invite children to explore magical content and creative products designed to help them learn and have fun, both in and beyond the kitchen. Chefclub is in London to present their most ambitious storytelling developments, designed to create full-fledged universes inspired by the brand and bring Chefclub into kids’ rooms. Introducing The Castle of 5 Flavors: The Greatest Food Adventure Ever Told. In an exciting new venture, Chefclub is

thrilled to present The Castle of 5 Flavors, a groundbreaking 5-volume graphic novel series. This epic tale follows a fantastic quest to rediscover lost flavors in a world where machines control agriculture and lands have become sterile. It offers universal entertainment that promotes a reconnection with real food and eco-friendly living. Designed for children 7-10, The Castle of 5 Flavors engages families in a unique way. It offers endless possibilities for brand diversification and Chefclub welcomes partners to expand this universe that values creativity, sustainability, and family connection.

Dorna Sports is a Sports Management company with exclusive licensing and TV rights to the FIM World road racing motorcycle Grand Prix otherwise known as “MotoGP”

The globally awarded emoji® brand offers a fusion of pop culture relevance, unmatched cre-

ativity, and boundless potential. emoji® is not just a brand; it’s a lifestyle revolution, a cultural phenomenon that commands attention and ignites imagination. By partnering with emoji, companies are not just joining a collaboration; you’re embarking on a journey into the heart of global expression. Emoji brands exude coolness, demand attention, and set the trend for what’s next in the world of emojis and beyond. There are 200+ style guides and a vast IP library available for global licensing.

English Heritage is one of the most recognisable heritage brands in the world. Products carrying the logo are recognised as both authentic and of high quality. Opportunities in home, gardens, food & drink, fashion and beauty to produce high quality product that tells the story of England. They have opportunities to advertise successful licensed products and connect with their own loyal audience. Together they can create award winning products which showcase the story of England. English Heritage cares for over 400 buildings, monuments, and sites – from world-famous prehistoric sites to grand medieval castles, from Roman forts on the edges of the empire to a Cold War bunker. Through these, they bring the story of England to life for over 10 million people each year.

Guinness World Records, originally the Guinness Book of Records, began as an idea to settle pub arguments. In the early 1950s,

Sir Hugh Beaver, Managing Director of the Guinness Brewery, couldn’t find an answer to a debate about Europe’s fastest game bird. In 1954, he invited fact-finding researchers Norris and Ross McWhirter to create a book of facts and figures. Guinness Superlatives was established, and the book’s creation took 13 and a half weeks of intensive work. This book later became a global bestseller and a trusted brand, focusing solely on world records. Today, the company has expanded its reach, producing TV shows all over the world, consumer products, as well as offering an in-house consultancy that collaborates with thousands of brands to create record-breaking marketing campaigns.

Imperial War Museums (IWM) was founded in the midst of the First World War with a mission to preserve and tell the stories of all kinds of people from around the world. They continue to do this work right up to the present-day conflict, covering over 100 years of experience throughout the Commonwealth. Their collections contains some 93,938 works of art, 26,817 documents, more than 25,000 hours of film and approximately 11 million photographs amongst other collection items. Brand licensing partners can use these assets in projects along with the experience and knowledge of our curators.

Set up in 2015, Licensing Link is a strategic brand extension and licensing agency, con-

necting licensees, retailers, promotional partners and consumers with an mix of entertainment and lifestyle brands. Licensing Link aims to fill a gap in the UK market as an agency, which considers both the push of product into retail while driving the pull through by consumers. Licensing Link keeps its operations lean on purpose to maximise all stakeholders’ benefit, focusing on strategy and sales, while outsourcing supporting activities.

From its humble beginnings at a kitchen table in Pimlico to becoming a global lifestyle brand, Laura Ashley has come a long way in its 70-year history. The brand’s journey started

in 1953 when Laura and Bernard Ashley began hand-printing fabric, drawing inspiration from a Women’s Institute exhibition at the V&A museum. Fast forward to today, Laura Ashley is a household name known for its design excellence and timeless style. Building on its rich design heritage and traditional values of quality and originality, Laura Ashley has expanded its offerings to over 200 categories globally under license. The brand continues to grow through carefully selected licensees and retailer partnerships, alongside over 140 retail locations worldwide and 19 e-commerce platforms. In the UK, Laura Ashley has established a strong partnership with Next as its main re-

tail partner. In 2023 the brand proudly celebrated its 70th anniversary year; delving into the archive with a special limited-edition collection created to honour the occasion. 2024 has already marked a significant milestone, as the brand has relaunched its womenswear collection in the UK. This evolution highlights Laura Ashley’s dedication to innovation while remaining true to its long-standing appeal and heritage. Through its distinctive and inspirational designs, Laura Ashley continues to evoke the alluring beauty of the British countryside and a timeless mood of peace and serenity. With a focus on creating products that resonate with customers around the world, the brand remains synonymous with beauty and design excellence. As Laura Ashley looks to the future, it remains dedicated to maintaining its status as a beloved home and lifestyle brand while embracing new opportunities for growth and expansion. With a renewed focus on innovation and a commitment to quality, Laura Ashley is well-positioned to continue its legacy as a global leader in the world of design and lifestyle.

Yale is committed to improving the world today and for future generations through outstanding research and scholarship, education, preservation, and practice. Yale educates aspiring leaders worldwide who serve all sectors of society. They carry out this mission through the free exchange of ideas in an ethical, interdependent, and diverse community of faculty, staff, students, and alumni. Yale licensed merchandise is an important part of the Yale mission, serving to help promote the Yale brand throughout the world. They are committed to working with licensees that share their vision of product excellence, which speaks to the rich traditions of this university.

Their global approach to licensing includes working closely with each partner, to help ensure their Yale experience is mutually successful for the university and licensee. As a Yale licensing partner, companies have access to one of the most prestigious universities in the world, including a vast array of materials that are sure to inspire.

Mouth-wateringly Good Partnerships

Food and drink extensions – both in, and out, in brand licensing - continue to grow exponentially, with this sector of the marketplace taking quite a big wedge of the pie of licensing. Once preserved for the entertainment side of the industry, retailers and consumers alike are hungry to get a taste of the brands they love.

It was in 2021 that the Royal Horticultural Society licensed a rosé wine and included the RHS name on its label. The partnership between the South African winemaker Babylonstoren and the Royal Horticultural Society was not merely about taking the RHS brand

to independent wine stores and hospitality outlets. Nor about ensuring that the RHS logo and information about Britain’s favourite gardening charity appeared prominently on the label of a delicious wine.

This wine is also the Official Rosé of the RHS Chelsea Flower Show.

Babylonstoren is a fitting RHS licensee for reasons that extend beyond wine, however. As one of the oldest Cape Dutch farms and an RHS Partner Garden, it offers visitors the chance to enjoy more than 300 varieties of trees and thousands of plant species.

The RHS licensing team has also long known that combining the highest-quality chocolates, biscuits and sweets with packaging that references the RHS and delights the eye can be a winning combination – with the right partner.

In fact the Royal Horticultural Society has enjoyed a lot of success in this category, most recently thanks to a partnership with House of Sarunds, a distributor of world-class chocolate and confectionery.

Independently owned and managed, the House of Sarunds supplies the largest range

of premium British and Belgian chocolate currently available to the independent retail and food service sectors. Its ethos – to provide the highest-quality products in the wholesale chocolate market hand-in hand with outstanding customer service – seemed a good fit for the UK’s favourite gardening charity. And so it proved. The House of Sarunds was licensed in 2023 to produce a special RHS range of English and Belgian chocolate, confectionery and biscuits.

It’s a fabulous collection – but there’s even more to it than delicious confectionery. The packaging takes its design inspiration from the RHS Lindley Collections, the world’s finest collection of botanical art, using striking botanical artwork along with geometric designs inspired by the amazing Parterre and Knot Gardens of the 1600s and 1700s. The packaging has been supplied with sustainability in mind. The tins are ideal for reuse, while the boxes and bags are appropriate for the products but also contain recyclable elements.

From the Chelsea Flower Show to IdahoIdahoan Foods has introduced a bold new taste by teaming p with the iconic hot sauce

brand, Tapatío for the release of Idahoan Tapatío Triple Cheese Mashed Potatoes. Tapatío’s exclusive licensing agency, Brand Central, brokered the partnership. Big, bold flavors continue to be what consumers are craving, with 82% of consumers in the US reported to be drawn to foods with hot and spicy flavourings. To meet this growing consumer need, Idahoan teamed up with the experts in hot sauce at Tapatío to turn up the heat on their Triple Cheese Mashed Potatoes.

Staying on the subject of American favourites, the waffle experts at Eggo and the coffee connoisseurs at Two Rivers Coffee Company have united to transform waffle flavors into expertly brewed blends of Eggo Coffee. The brand known for its iconic waffles is introducing its first-ever caffeinated product, Eggo Coffee, made to pair perfectly with Eggo

waffles and to fuel coffee-obsessed fans on their busiest days.

“As a parent, there’s nothing like trying to tackle the chaos of the mornings when you’re running on little sleep,” said Joe Beauprez, Senior Director of Marketing for Frozen Foods. “Eggo Coffee is that much-needed caffeine boost families need to get through those crazy mornings, plus it pairs perfectly with our Eggo waffles for a truly satisfying and easy-to-make breakfast. We’re thrilled to partner with Two Rivers Coffee so we can transform the waffle flavors fans love into the perfect cup of coffee for parents and coffee lovers alike.”

In another mouth-watering pairing, licensing agency, TreImage, LLC, has announced the launch of Tropical Vibes rum, the brand’s first entrée into the spirits category, with a 5-Year Aged Dark Rum. This meticulously crafted spirit promises a luxurious and immersive

taste experience, transporting you to a sunsoaked paradise with every sip.

“We saw a lot of potential in the Tropical Vibes brand when we first met with the founder of the brand last year”, stated Charles Singleton, CEO of TreImage. “The brand is easy to understand and is relatable to a lot of people. Our goal is to create a lifestyle brand that extends across multiple product categories, starting with rum.”

The launch of Tropical Vibes rum is bolstered by a partnership with Antheum Spirits and Tennessee Legend Distillery, known for their bold mountain flavors and exceptional craftsmanship. Located in Sevierville, Tennessee, Tennessee Legend Distillery brings a rich heritage and expertise in distillation, making this collaboration a natural fit. Their experience in producing high-quality spirits, including a diverse range of whiskeys and moonshines, ensures that the 5-Year Aged Dark Rum

meets the highest standards of excellence. In the food and drink category, unique partnerships can be key. Cinnabon, known around the globe for its iconic, cinnamon rolls, is collaborating with sour candy connoisseur Warheads to introduce a new flavor mashup with a pop. This first-of-itskind partnership for the two brands, facilitated by Warheads’ Licensing Agency, Lisa Marks Associates, (LMA), will bring a burst of unexpected flavor to Cinnabon bakeries nationwide.

“Fans know and love our classic cinnamon rolls, but at Cinnabon we don’t shy away from a little fun,” said Michael Pittman, Vice President of Marketing at Cinnabon. “We are always looking for bold new ways to innovate for our most adventurous guests. Cinnabon x Warheads is truly a collaboration you have to try before you deny – and we know fans will keep coming back for another bite of this one-of-a-kind flavor combination.”

Food For Thought:

How Licensing Management Software is Changing the Way Food Brands Operate

By Rhys Fleming, Sales and Marketing Director, Dependable Solutions

Dependable Solutions, recently named Most Impactful Service Provider 2024 at the Licensing Excellence Awards, is a globally renowned software and services provider, who develop and deliver top-tier solutions for licensors, licensees, and licensing agencies. Amongst a list of esteemed clients using Dependable Solutions’ licensing and royalty management platform sits McCormick, a global leader in flavor. McCormick is renowned for its 130-year legacy, providing customers exceptional seasonings, spices, and condiments. Through a period of sustained growth McCormick’s licensing team identified a number of operational challenges preventing them from accomplishing everything they aspired to achieve. McCormick evaluated, implemented and now run a licensing and royalty management platform provided by Dependable Solutions and hosted on a

secure server, allowing access to their teams and partners all over the world.

“I truly love working with the amazing team at Dependable Solutions,” Ana Murphy, Brand Licensing Manager at McCormick, told us. “Brian, our Client Services Account Manager, has been super helpful. I’m very happy with our decision to go with them.”

“Royalties were being managed via spreadsheets, emails, and shared drives,” Murphy recalled. “Our largest win from this project has been having all the contracts and amendments in one location,” she continued, “helping us keep track of expirations and work on amendments more efficiently.”

Speaking of the increased visibility Dependable Solutions’ licensing and royalty management software has afforded her team, Murphy stated, “We can see the full range of products per licensee, allowing us to make better business decisions. For instance, we recently spotted new SKUs in a licensee’s royalty report, fixed the error, and processed

royalties within the hour.”

Marty Malysz, President of Dependable Solutions, believes that the company’s success, and the reason clients love to use the platform, is all down to Dependable Solutions’ forty highly-skilled team members, “Our team works tirelessly to ensure that our clients are supported and serviced to the highest standards. Our passionate dedication to the success of our clients sets us apart as a truly impactful partner.”

“We strive to continually improve, year over year, and will continue to leverage new technologies and integrate client feedback to stay at the forefront of creative compliance, licensing and royalty management,” Malysz concluded.

For those interested in making the switch from disparate, manual processes to a centralized licensing and royalty management platform, you can visit Dependable Solutions’ booth (E-250) during Brand Licensing Europe to learn more.

Brand Jam: TheObservatory

Brand Jam observes the world of licensed collaborations and brand extension activities, dissecting more than 300 innovative cases each quarter with its Collaborations Observatory.

This issue’s column is dedicated to three cases which seem to be the most significant.

Lifestyle brands still in love with gaming platforms

Eight months after entering Roblox with wearables and gaming experiences, adidas partnered with Fortnite to launch the adidas Three Stripe Squad Bundle. From 23 to 29 July, Fortnite players were able to purchase this customisable bundle from the Fortnite Store, allowing players to appear as an adidas-inspired character. The collaboration also included two matching accessories: the Sole Slasher Pickaxe and the Adid-a-lotl Back Bling, creating a branded experience bundle thanks to the multiple combinations of colour, shape and bling. The same LEGO-style features were also available to any player who unlocked the bundle. A parallel experience to the Roblox one, with experiences, pop-up stores, digital wearables and accessories that merge the physical and virtual worlds to bring the brand to a new generation of consumers.

Dressing up avatars while exploring a digital environment in search of gaming thrills is a brand experience that has been successfully tested by many lifestyle and fashion brands. Since the days when being on a digital platform was a trend only for pioneers, such as Gucci on Roblox three years ago or Moncler on Fortnite, both platforms have hosted different brands. Nike still occupies both, with Roblox Nikeland and Airphoria in Fortnite,

but global fashion brands such as Tommy Play in Roblox, Boss Bottled Fortnite Island (through its fragrance licensee Puig) show that also fashion brands are trying to attract the attention of global players. Even a carefully managed brand like Ralph Lauren launched its first collaboration with Fortnite two years ago, with a digital wearable along with a capsule collection of physical items presented on Twitch, and that probably says it all.

The reach of both platforms is interesting enough to invest in. Over 70 million daily active users out of a total of almost 200 million for Roblox and 650 million registered Fornite players, of which 220 million are monthly players, are undoubtedly a rich community. But the biggest advantage is the brand expe-

Brand Jam’s founder, Paolo Lucci, observes the world of licensed collaborations and brand extensions

rience that can be achieved, based on gaming entertainment and mixed with super contemporary aesthetics. This is the soft spot where brands find the right connection with the new generation.

Aston Martin x 007: pop-up, luxury, nostalgia all in one

Aston Martin’s “House of Q”, opened last July, was one of the most intriguing pop-up experiences in the recent luxury collaboration scene. London’s prestigious Burlington Arcade offered the luxury carmaker the opportunity to celebrate 60 years of the brand’s association with the James Bond film franchise in a perfectly crafted customer engagement strategy that blends luxury, nostalgia and exclusivity.

The experience begins with a secret door accessed through what appears to be a newsstand, reinforcing the sense of exclusivity and adventure of a James Bond mission. The magazine is the V57 James Bond Anniversary Edition, Aston Martin’s own luxury lifestyle magazine, which integrates print with experiential marketing.

Celebrating the DB5’s debut in Goldfinger in the early 1960s, the pop-up features technical drawings, parts from the original DB5 and Bond memorabilia, drawing on the rich

history of both Aston Martin and the 007 franchise. A speakeasy bar serving Bollinger Champagne is decorated with Aston Martin and EON Productions sketches and diagrams, creating a sophisticated atmosphere. Guests can also work with Aston Martin design experts in the Configurator Lab to configure their perfect Aston Martin, providing a personal touch that increases customer engagement and satisfaction. Design workshops and other events hosted by Aston Martin’s design and engineering teams keep the engagement dynamic and interactive.

Opened just from 18 July to 4 August, the limited availability of the House of Q generated a well-developed F.O.M.O. effect, creating a sense of urgency and exclusivity among top customers and influencers.

Lego x Jaws and the “kidult “effect

The LEGO Jaws set, launched with the viral “Jaws in a Jiffy” video, has arguably raised the bar for how toy manufacturers approach their “kidult” marketing strategies.

The LEGO Ideas Jaws set was originally conceived by LEGO fan Johnny Campbell via the LEGO Ideas community platform. As always, it meticulously recreates key elements and characters from the film in LEGO minifigure form, such as police chief Martin Brody, marine biologist Matt Hooper and sailor Sam Quint, while LEGO’s manic research into actionable detail is most evident in the legendary Orca boat.

But what really stands out about this project, which plays by the rules of the kidult trend, is the video. A first for LEGO, the “brick-buster” mini-movie “JAWS... in a Jiffy” is a playful 90-second faithful recreation of the film, featuring all your favourite scenes with LEGO’s signature humorous twist. Created in partnership with Universal Products & Experiences, the video includes a final surprise, revealing award-winning director Steven Spielberg’s minifigure behind the clapperboard (no spoilers, as it has been viral since June 2024). LEGO has its own special way of making videos, an expertise that helped the company emerge from the troubled waters it was navigating in 2000. The same storytelling skills that link this set to the origins of Jaws at Amblin Entertainment - a link to a pop culture icon that is cherished by nerds and kidults everywhere.

You can read about the most interesting collaborations, merchandising, licensing and brand extension insights on BrandJam.it every week, and send any queries or comments at paolo.lucci@brandjam.it

The world of Selfies! Howard Robinson explains...

“The Selfies brand continues to see strong sales worldwide and with further entry into new and exciting product categories while retaining a strong presence throughout independent gift stores, tourist destinations and with mass market placements now in Asia to compliment those throughout Europe, USA and Australia.

We are pleased to announce agreements with Liquid Blue in the USA for pre print T Shirts and a collaboration with The Coloured House CV in the Netherlands for T Shirts, Mugs, Tumblers and Fleece Blankets for sales throughout Europe.

Home Furnishings have again been a strong sector with a number of new licensees for bedding, curtains, cushions, ac cent rugs, blankets, wall coverings and dog beds. Further expansion into Gift and Collectables has added many new items to the catalogue

of products available ranging from luggage tags, pill boxes,

dants, earrings, lapel pins and shoe charms are also available.

Jigsaw puzzles continue to be very strong product and continue to lead the way for the brand and have opened doors to new licenses in many territories. The Lenticular range of puzzles and huge range of stationery items with Prime 3D remains one of our strongest licenses with distribution to all corners of the world. New deals have recently been signed for calendars, notebooks, journals, colouring books, stickers, pencil cases, coloured pencils, board books, crayons, markers, magnetic tins, and  diamond paintings and paint by numbers, glasses and keychains. bedding, curtains, blankets, wall stickers, printed roller shutters, phone cases and device skins.

As the Asian consumer has now begun to embrace the Selfies universal charm we are seeing much more growth potential in this region. From our first license with Pintoo in Taiwan our client roster has quickly grown to include a whole new Selfie Beach Resort complex and mass market placements in the Philippines.”

TELEFUNKEN LICENSED IN INDIA

The heritage German consumer electronics and industrial goods brand, Telefunken, is excited to announce its strategic licensing representation partnership for the Indian market with Bradford License India, a premier licensing agency.

Built on a brand legacy of 120 years, the brand is further poised to make a significant impact with high-quality, user-friendly products across the global market. India’s Consumer Electronics Market was valued at $80.8 bn in 2024, and is expected to reach $149.1 bn by

2033, at a CAGR of 6.10 percent during the forecast period 2024 – 2033.

Bradford License India will act as Telefunken’s official licensing agency for expanding the brand in relevant product categories in India. The partnership aims to leverage Telefunken’s rich history and Bradford’s market expertise to make its diverse product categories readily available to Indian consumers.

“Partnering with Bradford License India is a significant milestone for Telefunken as we expand into the Indian market. We believe

GLOBAL MERCHANDISING TO LICENSE FENDER

Global Merchandising Services “Global”, an award-winning music, celebrity, and lifestyle merchandising company, have been appointed exclusive licensing agent for Fender Musical Instruments Corporation’s “Fender®”, in the U.K. and EMEA (non-exclusive for rest of the world).

Founded in 1946, Fender® has created guitars, amps, pedals, and accessories for players

around the world and their innovative musical equipment has been played on more stages than any other company in the industry, revolutionizing music, and culture as one of the world’s leading musical instrument brands. With over 85% stage share and relied upon for quality, performance, and design, more artists use Fender® than other guitar brand in the world. Today, Fender® brands also include Squier®, Gretsch®, Jackson®, Charvel® and EVH® among others. Global will develop a comprehensive brand extension program, working closely with Fender® to leverage nearly eight decades of musical excellence and innovation. Expanding on successful Fender® partnerships from Saint Laurent to Supreme, LEGO, Wrangler, Zara and more, Global will be developing programs across multiple categories, including kids & educational, home & tech, fashion, collabs, experiential and more.

“Our partnership with Fender® expands Global’s reach beyond artists into corporate brands, continuing our story as a trusted home for the world’s most beloved and recognizable music

this collaboration will help us to select strategic partnerships that are able to introduce cutting-edge products to a new audience throughout India, continuing our trademark’s legacy of innovation and quality,” said Philippe Maugeais, Managing Director, Telefunken Licenses GmbH.

Bradford License India’s role is to ensure that the brand’s German engineering ethos resonates with local partners and distribution channels, designed to introduce a wide range of products including consumer electronics, televisions, kitchen appliances, major domestic appliances, personal care devices, ironing equipment, small domestic appliances, e-mobility solutions, and lighting products, tailored to meet the diverse needs of Indian consumers.

“Telefunken’s expansion into the Indian market marks a significant opportunity for us to bring a brand renowned for its technological excellence to local consumers. We are thrilled to facilitate this partnership and are confident that products under the brand Telefunken will be well received in India,” said Gaurav Marya, Chairman, Bradford License India.

IP. We are beyond excited to be working with such a true pioneer in music,” commented Jens Drinkwater, Head of Licensing, Global.

THE BEATLES + LOOG COLLECTION

Children’s guitar brand Loog and Apple Corps Ltd, announced today the launch of the The Beatles + Loog Collection, a partnership featuring nine new kid-sized, 3-string guitars honoring The Beatles. The deal was brokered by Bravado International, The Beatles North American Licensing agent.

The Beatles + Loog Collection includes six new acoustic models, each representing a different era of The Beatles’ notable career. These guitars, based off Loog’s best-selling Mini model, are perfect for children ages 3 and up, offering a way to introduce young learners to music. Additionally, The Beatles + Loog Collection also features an all-new Loog electric guitar model, in three different colorways, perfect for kids ages 6 and up, and even adults.