BRAND

A Total Licensing Group Publication

CO-PUBLISHER

Francesca Ash francesca@totallicensing.com

CO-PUBLISHER

Jerry Wooldridge jerry@totallicensing.com

EDITORIAL DIRECTOR

Rebecca Ash becky@totallicensing.com

OFFICE MANAGER

Helen Bowerman helen@totallicensing.com

JAPAN AGENT

Roger Berman, ZenWorks rmb@zenworks.jp

With thanks to those who 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

A warm welcome to the 2023 winter/spring edition of Total Brand Licensing!

This issue, as ever, is packed with diverse and useful content. From esports to fashion, the world of brand licensing and extensions has been as busy as ever. Speaking of fashion, it’s turned into a bit of a focus for this issue. Licensing Expo International also recently announced that the show would have a fashion theme and keynote. It’s an ever-growing area for our industry, as both fashion brands extend out, and more and more brands license into apparel. You can see our fashion feature from page 28, and elsewhere in the magazine are examples of some stunning designs being utilised in clever ways on clothing and accessories.

We have a profile on celebrity Stacy Garcia, who has used her popularity and genuine charm to create a very interesting and wide-ranging licensing program. We also have Total Art Licensing incorporated into this magazine – and with exciting news that Surtex will be back in New York this May, you can look forward to the next Total Art Licensing as a standalone publication – not one to be missed.

Rebecca Ash Editorial Director

Food and beverage continues to be strong category, again, growing fast with some truly creative deals. On page 23 you can see the wide-ranging deals taking place, and don’t miss Pink Key’s editorial from Richard Pink on 16 where he talks about the everlasting currency of the playground.

On our front cover and from page 18 are stunning visuals from V&A, who go from strength to strength with the breadth of their brand and well-deserve the many awards the brand has been given.

Lifestyle is of course a vast part of the industry, and I personally love seeing the ways in which brands are expanding with real intelligence behind the deals signed. Here we take a look at Jacuzzi, on page 26, who recently began working with Beanstalk to extend their decades-old brand (did you know Jacuzzi Brothers was founded in 1915?) into further wellness and leisure merchandize and beyond. If anyone needs a journalist to try out some of these products (preferably a hot tub) then I’m your woman!

If you want a look at how things should NOT be done, check out our article on Frontify’s recent report (22) on effective brand governance concerning localization. They have put together a list of some of the top ten embarrassing brand extensions that were very much lost in translation – I’m pretty sure that every Ford in Belgium didn’t come with a high-quality corpse, nor will Parker Pens impregnate anyone in Mexico. These are certainly good for a chuckle, of course, but there are extremely valuable lessons to be learnt on localised marketing.

Enjoy reading the magazine and we look forward to working with you over the course of 2023!

Rebecca Ash

Del Monte Extends Golden Goose Deal

Fresh Del Monte® has extended its agreement with brand licensing consultancy Golden Goose to include additional territories.

Thierry Montange, Marketing Director Del Monte® Europe Africa explained, “As the world’s number one fruit brand with 125 years’ experience in delivering handpicked fruit of exceptional quality in a range of formats, we have successfully extended our range in the UK to include frozen fruit, ice-cream, juices, and, more recently, energy drinks and dressings.

“We have appointed Golden Goose to help us find new licenses across additional territories in Europe and the Middle East, so that the Del Monte® brand can add value to commercially relevant categories.”

Adam Bass, Golden Goose Managing Director added “We immediately booked to attend Gulfood after extending our agreement and already have a number of exciting meetings arranged. There are, however, still some calendar spots available to companies that recognise the significant potential of the Del Monte® brand.”

Antonia Habdank, Golden Goose Client and Strategy Director added, “Del Monte® is well recognised as a leading household name and we see much potential to take this much loved brand into new product areas.”

Andy Warhol X Kidrobot Sculptures

Andy Warhol’s deadpan hu mor is on display in the new ultra-limited collaboration between Kidrobot and The Andy Warhol Foundation for the Visual Arts. His Camp bell’s Soup Cans and their colorful variations are among his most iconic works, blur ring the lines between high art and mass advertising.

The Andy Warhol Campbell’s Soup Teal Dunny joins the larger Kidrobot x Andy War hol collection.

HARLEY-DAVIDSON EYEWEAR

Kidrobot is issuing just twenty of these carefully crafted 20-inch Dunny sculptures in honor of the influential artist behind so many of the most recognizable pieces of mod-

Each Dunny sculpture is made of fiberglass with no articulation and is hand-painted in North America using high-quality paint for enhanced clarity and long-lasting quality. It comes packaged in a premium Kidrobot x Andy Warhol wooden crate with a Certificate of Authenticity.

Ballet Pump Searches Soar After Insta Post

Global searches for ‘ballet pumps’ skyrocket 742% after Bella Hadid’s post on Instagram

A new finding by Boohoo reveals that online interest in ballet pumps skyrocketed 742% worldwide on 18th of January, hours after Bella Hadid posted a stylishly posed photo wearing a pair of white satin ballet pumps. Searches for ‘ballet core’ also skyrocketed 1,424% worldwide, and searches for ‘Miu Miu ballet pumps’ increased by 614% worldwide, proving how many of Hadid’s followers wanted to get their hands on a pair.

The analysis reveals that online interest in the ballet-core fashion trend exploded after the American supermodel posted the photo to her 57 million followers.

The image captioned ’17 hour flight to work’ showed Hadid pairing a lilac geometric patterned top with a raspberry red midi skirt and a pair of Miu Miu white satin ballet pumps and lilac socks. The ballet core fashion trend is a hyper-feminine styling take on all thing’s ballet and dance, with the focus remaining on the clothing dancers wear during training and performing such as ballet pumps and leotards. A spokesperson for Boohoo commented, “The ballet core style is on the rise and with huge celebrities such as Bella Hadid posting on Instagram her effortless take on the trend. It is a testament to not only the style, but also Hadid herself that a single post can cause such a rise in interest.

Marcolin and Harley-Davidson Motor Company announced the renewal of their licensing agreement for optical frames and sunglasses branded Harley-Davidson. This new arrangement now includes the addition of Performance and Protective sunglasses. Besides the manufacturing of Harley-Davidson eyewear for men and women, the two companies will enter a new global product segment, with performance sunglasses and protective eyewear designed for motorcycle riders. Marcolin will combine expertise with the rigorous testing needed to meet the proper protective eyewear standards to create eyewear designed for riders.