Total Brand Licensing Autumn 2018

BRAND TOTAL

FALL/AUTUMN 2018

A TOTAL LICENSING GROUP PUBLICATION

LICENSING

TOTAL BRAND LICENSING

CONTENTS 6

Editorial Comment

Thoughts from the editor

38 Tempting Brands

Ten years turning trademarks into brands

8 News

40 Britain’s Science Museum

12 Pink Key Licensing

42 Flying High

14 It’s Show Time

43 Cannabis

16 Busted Knuckle Garage

49 European Heritage: Celebrating the Past

18 Cover Story: Juventus

47 48 49 50 52

Tabasco, Peter Mars, Rolling Stones and more

A strong portfolio for BLE

Chelsea’s Sports Merchandise & Licensing Show

A brand 21 years in the making

From Italian football club to global brand

22 On Your Marks...

The sports marketing arena

24 West Ham

Licensing grows 95% in 18 months

A brand that consistently performs at retail

Where millions watch top gamers compete

Dan Amos from Tinderbox talks ESL

Kelvyn Gardner on an unlikely conversation in Gozo

A brand with purpose

JCB V&A Natural History Museum Royal Horticultural Society

Capitalising on icons of consumer goodwill

At look at some of what’s on display this year

Pete Canalichio’s cure for failure

Online versus bricks-and-mortar

64 Cooking up a Storm

34 National Geographic

The Van Gogh Museum

62 Global Retail Analysis

33 A Walk amongst the Thrones

Tapping into the appeal of Heritage Brands

60 Brand Expansion

32 Esports Interview

Creating the new Lifestyle Brands

56 Brands at BLE 2018

30 The growing world of Esports

The Spirit of Concorde lives on

54 Positioning a Heritage Brand

26 HEAD

Inspiring generations

The world of Celebrity Chefs

66 The Final Page

Shows, advertisers and more

36 Cheers!

Liquor and spirits licensing

37 Smiley

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Enlisting the help of influencers

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COMMENT TOTAL

BRAND LICENSING

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 BUSINESS DEVELOPMENT MANAGER Joanna Cassidy joanna@totallicensing.com OFFICE MANAGER Helen Bowerman helen@totallicensing.com JAPAN AGENT Roger Berman, ZenWorks rmb@zenworks.jp CONTRIBUTING WRITERS Weston Anson Pete Canalicchio Allan Feldman Kelvyn Gardner Mike Stubbs Pierce Urban HEAD OFFICE Total Licensing Ltd 4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex, TN5 6PT, UK Tel: +44 (0) 1892 782220 Fax: +44 (0) 1892 782226 www.totallicensing.com

Welcome to the Autumn/Fall 2018 edition of Total Brand Licensing. As this magazine goes to press, many of our readers will be preparing to attend Brand Liensing Europe in London.

Brands, as always, have their own dedicated sector at the show with a wide variety of brands encompassing all aspects of the sector on view. We cover a few of the brands and companies in our BLE preview within this issue.

This edition of Total Brand Licensing covers a multitude of subjects - from the world of heritage that embraces the past in today’s programs to the relatively new and growing cannabis lifestyle brand sector.

Sports, too, forms a major part of this magazine. Global powerhouse Juventus continue their metamorphosis from a straight football club to a global brand encompassing fashion and inspiring licensees with their powerful black and white imagery. Head, the sports equipment manufacturer updates us on their expanding program which now includes a wide range of products from drinks to baby strollers; and British football/soccer club West Ham explain how their licensing program has grown 95% in only eighteen months.

Staying with sports, but in a rather different vein we delve into the world of esports. Expert Mike Stubbs tells us how selling out 15,000 seat arenas on a regular basis is something that some of the biggest names in the music world even struggle to do, but in the world of esports, that is often a monthly occurrence and it really feels like it is only a matter of time before events regularly sell out massive sports stadiums. The esports sector is rapidly attracting big money. For example, Blizzard’s Overwatch League competition signed a broadcasting deal with streaming platform Twitch that is worth $90 million over two years. Granted this is nothing compared with the Premier League or the NFL but all the pointers seem to suggest that given a few years, esports could be rivalling their ‘live’ alter egos.

The value to the licensing world of esports currently is the ability to reach the predominantly young adult market - one that is notoriously hard to reach by traditional methods.

From a sector that is new to one that deliberately cultivates history. This issue covers a host of heritage brands - including European museums and galleries who are looking to their rich history and heritage to create long-term programs.

Away from the different sectors and we focus on the tumultuous world of retail. The battle between bricks-and-mortar stores and the inexorable rise of online is one that will continue for some time. According to LIMA’s Annual Global Report, the sales split between traditional retail and online channels continues to move towards online with a 76%/24% split report in 2017. And licensed product, according to the same report, now has online sales of 25% of total sales - up from 23% the year before. In Northern Asia, the figure is even greater at 34%, largely driven by Asian giants Alibaba and JD.com.

Clearly we live in a changing world when it comes to consumers and their buying patterns.

Over and over again, we see research that consumers will continue to support ‘real’ stores as long as there is some added value - consumers want to go out to dinner and see live music or go and buy workout clothing and attend a yoga class in the same store - something that is being offered now by high-end US athletic wear brand Lululemon. Expanding a store’s ‘experiences’ can be the difference between success and failure.

Store shopping is not dead... it just needs some radical rethinking.

Total Brand Licensing is published quarterly by Total Licensing Ltd in the UK. ©2018 Total Licensing Ltd. All rights reserved.

No part of this magazine may be reproduced or transmitted in any form or by any means whatsoever without written permission of the publishers and owners. Although persons and companies mentioned herein are believed to be reputable, Total Licensing Ltd nor any of its employees accept any responsibility whatsoever for their activities.

All images are reproduced with permission from their owners.

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NEWS

Rolling Stones Cricket Bats Gray-Nicolls has announced an exclusive collaboration with The Rolling Stones to produce a limited-edition range of cricket bats featuring the band’s iconic tongue logo. The range was created with Bravado and will also see an exclusive retail collaboration with sports e-commerce leaders Pro:Direct Cricket to stock the collection.

The collaboration sees the creation of limited edition Rolling Stones bats as one of the most famous names in rock ‘n roll history is teaming up with an English heritage brand and world-leading sports retailer to create a unique collection, which will hit both cricket and music-lovers for six.

Avid cricket fans, lead singer Mick Jagger and drummer Charlie Watts, have been prominent enthusiasts of the sport over the years and can still be regularly spotted at games all over the world.

Gray-Nicolls’ tagline ‘where tradition meets innovation’ is especially apt to this collaboration.

They have been manufacturing cricket bats and equipment for over 160 years and remain as one of the most heralded cricket brands in the world with players such as Alastair Cook and Shaun Marsh using Gray-Nicolls. A further connection to The Rolling Stones is in their shared English heritage, rich history and innovative outlook.

The one-off collection features two premier Gray-Nicolls bats, the first being the ‘Legend’ bat. It is handcrafted with laser-etched branding, cosmetic quality, strike performance and outstanding weight to profile ratio. The ‘Players’ bat offers a combination of traditional, clean looks and a huge, mid-blade swell that’s a match for any modern-shaped bat in terms of power. Each individual bat from the collection will be a piece of history with a limited availability of just 25 pieces.

The collection was first unveiled to the band during the No Filter European Tour. It was presented by former English cricketer, commentator and Rolling Stones fan David Lloyd at the Manchester leg of the tour.

Hellman’s partners with Tabasco Hellmann’s, the UK’s leading mayonnaise brand, has partnered with the iconic Tabasco brand Pepper Sauce to create Hellmann’s Chilli Mayonnaise Fired by Tabasco Sauce, designed to tap into the growing hot sauce market.

Created to appeal to those looking to add some heat to their meals, the new condiment from Hellmann’s combines the creamy taste of the nation’s favourite mayonnaise brand, with the iconic Tabasco brand Pepper Sauce to create a rich and spicy flavoured mayonnaise.

Julie McCleave, Global Licensing Director at Unilever, commented, “We are excited to be working with the iconic Tabasco brand Pepper Sauce. It felt like a strong partnership with a fiery future and with the trend for flavoured mayonnaise continuing to grow, plus hot sauces also rising in popularity, it made perfect sense for us.”

Aligning with the rest of its creamy sauce range, Hellmann’s Chilli Mayonnaise fired by Tabasco Sauce will be available in a 250ml squeezy bottle. The Tabasco logo is clearly visible on front-of-pack, highlighting the partnership and attracting fans of the famous spicy pepper sauce to the Hellmann’s range, widening its appeal even further.

New Company for Ex-Smiley Exec Matt Winton has left The Smiley Co to set up Licensing Communications, the industry’s first specialist marketing agency.

This digitally focused agency will not just leverage his expertise, experience and network, but also a talent pool of designers, creatives and developers to help brands and licensees get more from their marketing budgets and in-

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crease sales across all channels. Speaking about the new project Matt said, “The future of modern brand building lies in creating meaningful and memorable experiences, particularly as new shopping behaviours emerge amid the fiercely competitive retail environment.

Licensing Communications has taken a ‘root and branch’ approach to their offering and this is where their specialist licensing industry experience comes to the fore. With many brands today forgetting the importance of trade marketing and how important it is to talk about successes to the supply chain, Licensing Communications’ approach is refreshingly focused on creating and implementing campaigns for partners that encompasses the full mix PR, advertising, branding, digital, awards submissions, content creation and more.

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NEWS

IMG sign to represent Refinery 29 IMG recently announced a new partnership with Refinery29, the leading digital media and entertainment company for young women, to extend the brand’s presence through new licensed consumer product initiatives that resonate with Refinery29’s engaged audience.

As Refinery29’s first global licensing representative, IMG will explore opportunities within categories including health and beauty; apparel and accessories; office; and home, bedding and décor. IMG and Refinery29 will work to-

gether to license content to brands that share Refinery29’s mission to be a catalyst for women to see, feel and claim their power.

With a global audience of more than 425 million across its platforms, Refinery29 produces valuable content through the lens of women both offline and online. According to Refinery29 Intelligence proprietary research, one in two users trusts a brand that is featured on Refinery29, and more than 50 percent have purchased an item as a result of seeing it on the site.

“We are excited to expand our direct to consumer business to forge deeper connections with our audience and create additional opportunities to better serve her across a variety of categories,” said Sarah Personette, Chief Operating Officer, Refinery29. “IMG’s proven ability to license premium content with relevance and scale will further drive awareness of Refinery29 as a discovery platform for consumers and brands.”

Peter Mars framed prints debut Licensing agency Lisa Marks Associates representing Peter Mars Authentic, is partnering with Wexel Art to develop a curated collection of leading American Pop artist Peter Mars’ art for the recently launched Peter Mars Authentic brand licensing program.

Wexel introduced the suite of framed art prints in multiple sizes at the NYNOW Show. LMA is developing the Peter Mars Authentic licensing program, which will include home décor, fashion apparel and accessories, gifts and collectibles, specialty food and beverages, brand collaborations, and more.

Chicago-based Peter Mars explores the passage of time and the icons that each period adopts as its own, using the joy and nostalgia found in everyday objects. His works form a running commentary on global popular culture.

Much of Mars’s work reflects the American pop culture of his childhood in the 1960s and 70s, notably the idealized American family, comic book figures, television and space age inventions.

His art taps into the collective subconscious through layered imagery and cultural relevancy, eliciting a multiplicity of American eras and identities.

“Wexel Art is an innovative force in design for the home,” said LMA President Lisa Marks.

“Their creativity and vision make for an ideal partner for the Peter Mars Authentic program.

We are excited that the collection allows fans to bring Peter’s iconic and gorgeous art directly into their own home.”

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New properties and signings for Beanstalk 2018 has been another exciting year for brand extension agency Beanstalk with new client announcements including the appointment

by Alessi, Electronic Sports League (ESL) and Bruce Lee. Beanstalk client Bear Grylls has partnered with Tobar, a UK based business since 1973, to create a range of insect powder protein and energy bars.

The insect powder product range consists of high-protein and energy insect powder bars that will be performance oriented and contain protein made with insect powder from buffalo worms, which are grown in European insect farms.

The new insect powder products are made from 100 per cent natural ingredients. The two high-protein insect powder bars are apricot, cranberry and chia flavour and dark chocolate and fig flavour whilst the energy insect powder bars are orange and dark chocolate and apple, caramel and cinnamon. The insect powder bars are set to launch in late 2018 and will be available across Europe.

In addition, Energizer Brands, LLC has expanded its existing licensing programme with long term partner B&M Retail Ltd. The new range Energizer branded premium Lighting and Power Products is launching in Q4 2018 and will complement B&M’s successful Eveready ranges.

Furthermore, the retailer has expanded the Eveready programme in Europe thanks to its acquisition of German retailer Jawoll, which will be rolling out over 30 SKUs across 80 stores.

In 2018, Custom Accessories Europe (CAE) announced an endorsement partnership with Edd China for its Energizer Lithium-Polymer Jump Starter. Through its licensing partnership with Energizer® Brands, LLC, CAE produces a premium range of Energizer automotive power products, with leading TV and online influencer Edd China coming onboard to endorse the range’s ‘hero product’ jump starter, through online channels, print media and live events.

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NEWS

Royal Chef ’s brand repped by Ignite Brands Lori Heiss-Tiplady’s Ignite Brands has inked an exclusive deal with Britain’s Royal Chef Carolyn Robb to extend her Royal Touch brand into multiple categories including home furnishings and accessories, publishing, gift, stationery, food & beverage, home & garden and partnerships & promotions.

With over 20 years experience in the licensing industry, including blue chip brands MasterChef, Michelin, The Times, Disney and more, Heiss-Tiplady is enthused about the potential for brand, saying, “Carolyn Robb has the potential to become the “British Martha Stewart”! Inspired by her love of fresh and local ingredients, the beauty of the English countryside and her warm and nurturing nature, The Royal Touch branded products and experiences will be aspirational and created with the home cook in mind, providing tips, treats and trinkets that will add a little touch of royalty to whatever you do.”

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The Royal Touch is a culmination of Carolyn’s culinary and design experience, expertise and knack for making everyone feel like royalty, no matter who they are. Carolyn introduced her Royal Touch brand with a launch at a British Embassy to develop, collaborate and promote quality food, kitchenware and quality products for the home. This new brand extension will bring to life the essence of the English Countryside through recipes, products and experiences inspired by internationally known chef Carolyn Robb, each crafted to help treat friends and family to a royal touch in their own home. The Royal Touch has a proven track record in creating impactful promotions and exciting products across the UK including Tauck Travel, Abercrombie & Kent, PG Tips, Majestic Wines and continuous media exposure on BBC, ITV and print media such as Town & Country, The Daily Mail and the other major newspaper.

Karen Millen bags and accessories license London-based international fashion retailer Karen Millen has appointed Global Brands Group as its international bags and small accessories license partner.

The new global deal, brokered by IMG, will allow for new opportunities, taking Karen Millen’s bags and small accessories ranges beyond its standalone stores and online channel into multi-brand environments and global department stores.

The appointment is part of the retailer’s wider growth strategy.

Global Brands Group, one of the world’s leading branded fashion accessories, footwear, and apparel companies, has a long heritage in building international brands in the fashion accessories category including Calvin Klein, Kate Spade, Juicy Couture, Michael Kors, All Saints and Fiorelli.

The first accessories and bags collection is set to launch internationally, instore and online, for the AW19 season.

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PROFILE

Pink Key Licensing

Bringing a strong brand portfolio to market

Pink Key Licensing will be exhibiting at BLE for the first time this year. We know what you’re thinking, surely some mistake, we’ve seen their stand for the last six years. While this may be true it’s actually the first exhibition since they changed their name to Pink Key Licensing rather than Pink Key Consulting. Richard Pink explains, “We thought it was important to change the emphasis since the focus of our business is so much more of a licensing agency than it’s ever been, with no sign of that momentum diminishing.”

all our brands with some real star performers – this year it’s all about capitalising on some great distribution and taking it all a stage further with relevant and creative products.”

The key brands are Kellogg Vintage, Pringles, Slush Puppie and Pan Am, each brand with a distinct programme and at a different stage of development.

Pan Am is an instantly recognisable brand, evoking the glamour of a bygone age. It has a wealth of imagery and a beautiful style guide.

PKL has signed key licensees for apparel with distribution in H&M, Indetex Group and Primark as well as gifts and accessories – the most notable of these being a collaboration with OIympia Le Tan. They are looking to expand this with travel gifts and luggage.

There will be products on show from the Kellogg Vintage programme and PKL continue to want to work with licensees who are not afraid to be daring with the brand and take it to new places. The Kellogg brands and its iconic characters such as Tony the Tiger and Snap, Crackle and Pop, have huge awareness across all the major European markets, and Pink Key is looking for licensees in all

Having picked up the Brand Ambassador of the Year at the 2018 BLLA’s he sees it as an important statement to make.

This year at BLE Pink Key Licensing is on stand M62, part of the new Brands section located on the ground floor of Olympia. All four of PKL’s major brands have relatively established programmes and this year is going to be all about augmenting the existing programmes with relevant products that enhance the proposition. Nancy Jones is responsible for developing licensees business and says, “We now have a strong base of licensees for

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these areas to build on an already successful programme. Of particular note this year is the launch of a brand new housewares range

by Kimm and Miller, which was launched at Autumn Fair, and the global apparel range in H&M and Zara in the autumn.

The Pringles programme continues to build with more licensees focusing on the key brand attributes. Not only the colourful style guide elements and the ubiquitous Mr. P, but particularly the iconic can shape. They will be showing products such as the highly successful can-shaped pencil cases from Helix as well as the Gibson Games ‘Puzzle in a can’ which continues to sell well. PKL will be looking for more licensees to come on board and develop things either in a can or shaped like them!

Slush Puppie has had quite a year, primarily driven by the huge success of the award winning range from Fizz Creations, the centerpiece of which is the Slush Puppie maker that has had huge sales through retailers such as Argos and Menkind. Also on show for the first time will be the Slush Puppie pouches from Manchester Drinks due to hit the market in major supermarkets just as BLE opens its doors. PKL will be looking particularly for confectionery and food licensees for the pup for next year.

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SPORTS

It’s Show Time!

Sports Merchandise & Licensing Show discover unique services and systems and purchase stock. SMLS is not focused solely on football, but is relevant to any sport licensing or retail business.

The Sports Merchandise and Licensing Show returns to Stamford Bridge on Monday 19th November; a limited number of stands are still available for those wishing to exhibit their products and services.

Not only does the exhibition welcome many established companies, it is also sees start-up companies with bright, new ideas introduce themselves to the industry; the event gives them the perfect platform to meet with key representatives across the sport industry, all in one place. A sample of the 2017 visitors included representatives from the likes of Manchester City, Juventus, NBA, NFL, Sports Direct and more well-known names.

The number of returning exhibitors is also a

The fifth-successive event is set to be the biggest yet. Following the success of 2017’s instalment, which hosted 110 stands and welcomed over 300 visitors, the 2018 edition will feature a wider range of exhibitors than ever before, catering to all in the sport merchandise industry.

testament to the value that the Show offers for catching up with familiar faces. The focus on high-quality visitors allows for many important meetings to be held over the space of one day.

Organised by the licensing department at Chelsea Football Club, SMLS provides exhibitors the opportunity to showcase their products and services to a variety of visitors: from sports brands perusing new licensing opportunities, clubs seeking suppliers for their stores, to retailers wanting to stock the newest sport merchandise. All aspects of running a retail or licensing business are also covered: delegates can source suppliers, PAGE 14

The organisers also host a pre-show party for exhibitors at the on-site venue Under the Bridge, with a live band, food and drink, which always proves a fitting way to start proceedings! Reduced rates for at the two on-site hotels are available to exhibitors and visitors, as well as excellent transport links and a central London location making Stamford Bridge the ideal venue for the Show.

To register for a free visitor pass or find out more information about exhibiting visit sportsmerchandiseandlicensingshow.com, or contact the event organisers’ directly on merchandiseshow@chelseafc.com or +44 (0) 207 915 2212.

Don’t forget to also follow @SMLS2018 on Twitter to keep up to date with the latest news.

After the 2017 event, Danilo said,“I thought the show was as great as evet. It’s really useful to have our company represented at these events. Really well organised, so thank you for making things easy for us.”

Held across two adjacent halls within the stadium, exhibitors have the choice of the Centenary Hall which boasts views of the iconic Stamford Bridge pitch, or the larger Great Hall.

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PROFILE

The Busted Knuckle Garage

A brand 21 years in the making

The Busted Knuckle Garage brand is a twenty-one year old new kid on the block that began life as an idea by a man with an entrepreneurial dream - Warren Tracy.

Back in 1996, Warren had been living on and working as the manager of the Phantom Ranch in the Grand Canyon. He was a self-confessed ‘gear head’ who had begun twisting wrenches as a teenager.

The logo for the Busted Knuckle Garage came out of nowhere. “I woke up one night with an idea. I made a quick sketch of an injured hand holding a wrench, and then went back to sleep.”

Warren had the sense to trademark his logo which began to come to life when he met a man making distressed wooden signs. He commissioned some signs featuring his logo along with the name Busted Knuckle Garage and put an ad in an auto magazine to test the market.

More than 100 sold in the first month and, inspired by this success, Warren made a deal with a herbologist who regularly visited his ranch. She had developed a muscle-easing potion and Warren thought it might be good for an aching mechanic. As he explained, “We marketed it under the Busted Knuck-

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le brand and in just nine months we sold $32,000 worth of product.”

Clearly there was mileage in the logo and brand. His career path over the years had included mortgage banking, delivering yachts and running a bicycle shop - all before running the Grand Canyon Ranch, which he did for over 10 years.

Regardless of this, Warren quit his job, mortgaged his house and sold the cars and motorcycles he had collected over the years. He created T-shirts, hats and a myriad of other products, selling them through car shows, automotive supply stores and more right across the country. The business grew and awareness of the brand grew.

And it’s round about this time that licensing began to rear its head.

As Warren explained, “I had just come off my best year ever (2005) and things looked very bright indeed with a number of sizeable new accounts and I was signing up new categories all the time.”

Fuelled by his success and with expansion in mind, Warren borrowed to expand his warehouse space under a long lease, incor-

porating a new retail showroom and additional inventory. In addition, he opened an actual brick-and-mortar location in 2005 in Prescott, Arizona.

The timing absolutely could not have been worse. So far, the national recession had not really affected Warren but he quickly learned what happens when large companies cancel orders and corporate buyers get spooked by uncertainty.

For a few years, he toughed it out, meeting his commitments. By Spring 2016, he realised that the way forward would be to move his brand forward purely by licensing and not by creating his own product.

Warren continues, “This was a result of having been inspired in college (Arizona State University) to study the behavior of Cherokee Brands, licensor of several well known apparel and footwear brands. Their largest customer at the time was Target and ironically that was the first major chain to carry some of our licensed product. Timely as it is with the demise of Toys R Us, we are currently having licensed Busted Knuckle Garage toy trucks tested in 900 of their locations.”

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PROFILE

Modifying the business model from one of performing large fulfillments, which included several significant programs with Canadian Tire Co. (a Canadian retail company which sells a wide range of automotive, hardware, sports and leisure, and home products), Warren chose to focus on the development of his own website and key licensing arrangements.

“For that reason I sought and secured a licensing agency for the first time and worked with them for three years until just recently signing with Perpetual Licensing headed by David Milch. David managed Ford’s $1.3 billion global trademark licensing business at Beanstalk Group for several years before opening his own boutique firm.

In this transition period, Warren also licensed with ACE Branded Products of Milwaukee.

ACE holds the master license for Harley-Davidson collectibles and is also licensed

by Ford and Jack Daniels. The result was a successful program right from the start with end-caps inside a member of one of the MidStates Group stores which operates throughout the Midwest.

In addition, in that time period Warren has had seasonal and promotional placement of licensed goods at Hobby Lobby, Cracker Barrel, Autozone, Advance Auto Parts, Pep

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Boys and others.

And the future is looking good, according to Warren. “Brand categories for me can be quite broad because as a lifestyle brand I can provide the usual in clothing, both leisure and genuine workwear, but I also continue to seek out licensees for functional garage items such as our new line of portable toolboxes which just sold through in a 300 store chain in Texas for Father’s Day. I believe that functional gear such as garage cabinets, tools, workbench accessories will carry a lot of weight going forward.”

With over 250 different items, from clothing, garage and home decor and gifts to collectibles and care care products, Warren realised that his customers resonated with everyone from hardcore mechanics to wannabees. And, interestingly, 70 percent of store sales come from women guying gifts for men.

And where does it go now?

As Warren concludes, “We have right sized into a licensing company, found new category licensees for both gifts and gear and further cultivated our online retail site.

As a result of all this, I feel very close to breaking out of the shadows and into the light of a new retail day as customers as well as retailers realize it’s time for a unique brand that speaks a safe, wholesome and approachable Americana. Busted Knuckle Garage is friendly, a warm throw back to simple times of monkeying in the garage and of course, the emotional stage has already been set given the enormous population out there that has already experienced a true busted knuckle. They’ve done it, they get it, they’ve said it. Our brand helps them to celebrate that experience. And of course women find it approachable as well as there is no nuances about sex, drugs, skulls, flames etc. Buying for a boyfriend, husband, son, brother, father or handyman just became very easy for them.”

Busted Knuckle Garage….located at the end of everyone’s driveway!

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COVER STORY

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COVER STORY

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COVER STORY

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COVER STORY

SPORTS

The World of Sports Marketing

In a 24/7 world where people are always plugged in and moving from platform to platform as well as accessing content on demand, sport is one of the few areas that retains the power to bring together marketing messages on a global level.

Sport is immediate and live. Replays don’t really make sense and Netflix has zero value in the general sporting arena.

Of course, sports is a very all-embracing term for a sector that covers not only a multitude of different sports - from football to baseball to cricket and rugby - but also everything from worldwide competitions to player like-

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nesses and all points in between.

It’s little wonder, perhaps that the sports market is said to be worth in the region of $700 billion and growing faster than global GDP. Of course, one of the biggest events in the sports world is the Olympic Games held every four years.

Historically, merchandising for the Olympics has been largely managed by the organising committees of the Olympic Games in the relevant host country.

But all this is changing now. The IOC has a new approach to licensing, developed with the mission of creating a tangible connection

to the Olympic Games through merchandising programs that are aligned with the Olympic image and enhance brand value and goodwill.

The FIFA World Cup, too, is a massive event and it is estimated that upwards of a billion people tune into the final.

The most recent tournament was, of course, held in Russia and Moscow agency Megalicense was contracted to implement a licensing and merchandising program as well as a retail strategy.

Given that they only had a little over a year to work on the project, nevertheless the agency managed to put together a pool of licensees comprising more than 60 companies, approve designs of more than 4000 skus of products, organise retail activity around the country and even open its own retail stores.

Zakhar Nazarenko of Megalicense explained, “The main difficulty for licensees in the licensing program implementation was, of course, the tight deadlines. Everything was to be done very quickly, especially taking into account that the lion’s share of licensees placed production in China, and in order to have the merchandise on shelves in Spring 2018, taking into account logistics speed, the production of goods in China was to start no later than October 2017. This was to be preceded by the signing of the contract and

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SPORTS complete approval of the design. We managed to achieve all these goals thanks to the Brand Assurance Dept. – perhaps the largest of our departments engaged in the approval of products for the market. At the peak of the program, the team worked almost round-theclock seven days a week.

In addition to the licensing program, Megalicense also managed the rights to open FIFA Official Stores and departments with the Official Licensed goods in stores.The retail program turned out to be very successful. Altogether, more than 40 official stores were opened in cooperation with partners: in Moscow, Saint Petersburg, Rostov, Samara, Volgograd, Novgorod, and Kaliningrad.

Furthermore, since the contract with FIFA provided for the transfer of retail rights to

Megalicense, they opened two of their own Megalicense stores in the Central Children’s Store in Moscow and in GUM in Red Square.

Zakhar Nazareno continues, “The store in GUM is a really unique project. Two floors, 400 square meters of retail space, while revenue per square meter is comparable, perhaps, only with expensive jewelry stores. The most optimistic sales forecast was exceeded three times, and the realistic forecast was exceeded five-fold! The excellent location of the outlets played an important role: more than 90% of our customers in GUM were foreigners.

There was such a rush that people waited in line for an hour just to enter the store.

Even despite the fact that some time after the launch of the store the second floor was opened, the revenue per square meter went on growing towards the end of the Championship. Balls, plush Zabivakis (mascot), figurines, charms, and clothes all sold incredibly successfully.”

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Of course, the host country always has the lion’s share of merchandising. However, FIFA are now looking to further markets in order to expand the World Cup’s base - particularly Asia including Indonesia where there is said to be a significant demand for product.

And FIFA are also looking to create programs that fill the gap between World Cup events including a FIFA classics brand which is a lifestyle program utilising World Cup events of the past.

Outside of these two mega-events, football (soccer) is probably the largest in terms of sports licensing. And, clearly, there’s big money involved. Just take a look at some of the figures: Real Madrid’s ten-year shirt deal with Adidas is worth over $1.3 billion. Manchester United’s shirt deal is worth a little under $1 billion. In terms of players, Cristiano Ronaldo’s deal with Nike is worth $18 million a year and Lionel Messi’s deal with Adidas brings in $17.5 million a year.

Sport in general is also a sector that appeals to both adults and children. Unsurprisingly, perhaps, there is also a significant gender inequality in terms of sports viewing. Kids Insights surveyed a number of children in the UK. Football was found to be the most popular sport with 53% of all boys taking part. However, only 15% of girls participated.

And twice as many boys say that they watch football than girls.

Clearly there is potential in the market. Manchester United recently created a women’s team to boost the female audience. Barcelona FC took both their men’s and women’s football teams on a joint pre-season tour for the first time. This increase in commercial exposure, alongside government-led support

makes the women’s game well equipped to continue its growth. And bearing in mind that 55% of girls watch no sport at all at the moment, it could prove to be a valuable untapped market.

Teams and clubs are also looking to broaden their geographic base. The NHL and other North American leagues are looking to China for growth. Some such as the NFL or NBA are also continuing to drive interest in Europe bringing a number of games to London each year.

The business of professional sports is evolving, rapidly driven by technological advances and a consumer’s desire for ‘experiential’ rather than ‘material’, The basis of what makes sports, leagues and teams commercially competitive is shifting and with this shift comes an abundance of untapped potential.

According to experts, the current climate of professional sports exhibits more commercial promise than at any time in history. However, it is critical in order to realise this growth to

understand how this growth will be derived and from where.

As crucial as match-day spend is, now more than ever it is essential to look beyond the turnstiles and floodlights. The growth of social media has created an environment where fans engage digitally with the sports leagues and teams that they support. The impact of a strong global social media footprint is increasingly important - especially for clubs and teams looking to expand beyond their core home base. The new perspective of sports leagues and teams as content providers has well and truly established itself within the sporting community.

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SPORTS

West Ham

Licensing grows 95% in 18 months Since moving to London Stadium and with the increased matchday capacity bringing in new supporters and a growing fanbase, West Ham licensing and retail has seen a major opportunity for diversity and growth.

Although last season at times proved to be challenging, the desire for the brand has grown exponentially with many new products and product categories being successfully trialled and rolled out for the new season, bringing a wider choice and depth of offer.

To satisfy the desire for new and on trend products, two new sub brands have been launched to house more design-led, higher-end lines, both coming with their own branding and identity; Claret Collection is a fashion range taking its influence from high street designers, produced to the highest quality and Umbro x West Ham, a more upmarket sports collaboration with the club’s official kit supplier, Umbro.

West Ham licensing has continued to grow, with a 95% increase in the number of licensees in the last 18 months. As well as supporting its key licensees in traditional categories, West Ham has continued to work with smaller, more niche companies, helping growth in both brand awareness as well as the bottom line. One of their smaller licensees is about to get some great exposure on a major TV show later this year!

Summer 2018 has been a busy one at London Stadium with nine new first team signings, their biggest ever transfer spend, as well as PAGE 24

glory. Bobby also led England as the Three Lions won the FIFA World Cup in 1966!

Launching on September 8th, the day of the anniversary is a limited collection of merchandise including replica shirts from Score Draw.

West Ham is also very proud to have been chosen by the Eat & Sleep Show to be one of the 4 room set designs for their 2018 event (having beaten off competition from a major Italian club!!). Working with renowned designers, Denton Corker Marshall, they are very excited to see what hotel room concept they come up with, blending the club with the community and history of the East End. a new manager in Manuel Pellegrini. This has bought with it greater interest from new territories, by far the biggest being North America. CAA, their US partners are busy signing new licensees, amongst them Bixler’s Jewellers, ’47 Brand and Maccabi Art. First products are due into major US retailers pre-Christmas.

This year also sees the 60th Anniversary of the great Bobby Moore’s first ever appearance in a West Ham shirt. To commemorate this, there has already been a highly successful exhibition of some of Bobby’s early memorabilia, including that first shirt. The four time Hammer of the Year made his West Ham United debut at the age of 17 against Manchester United in September 1958. The Hammers have worn claret and blue shirts since 1903 – the year before the Club changed its name from Thames Ironworks to West Ham United. Barking-born Moore went on to make 647 appearances, captaining the Hammers to 1964 FA Cup and 1965 European Cup Winners Cup

SPORTS

A brand that performs at retail With new signings in the pipeline for HEAD perfumes and beverages, Total Brand Licensing talked to Giuseppe Faranna, Vice President, Division Manager Licensing, HEAD Sport GmbH to find out more about their licensing program.

Can you give us a little background about the HEAD licensing program?

Giuseppe: The licensing program has been running now for over 22yrs within the HEAD Group. Obviously we are well known in the world as a global manufacturer and marketer of premium sports equipment and apparel. The business is organized into five divisions: Winter sports, Racquet Sports, Swimming/Diving, Sportswear and Licensing. We also carry different brands besides the HEAD brand, including PENN (which we license besides the core product tennis balls and racquetball balls), TYROLIA (Ski bindings), MARES (Diving Equipment) and the SANMARCO brand.

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In terms of our licensing program we mainly license HEAD, PENN and SANMARCO. The program itself now has 55 licensees worldwide and generates a retail value of approx. â‚Ź150 million. We have licensees for apparel, bags, luggage, eyewear, watches, fitness equipment, footwear, accessories, consumer electronics products, and more.

The team behind the licensing program is really efficient because we are in total just three people and we do all our approvals ourselves and do not regularly use a licensing agency.

You can imagine that we are really busy, considering all time zones and sometimes the amount of SKUs which are being sent over for approval.

We are very proud to be working with some of the most expert and long-lasting partners in the field of licensing. We have licensees that have been with us for more than 17 years and we have quite a lot of them that have

been with us for ten years or more. So we aim to operate on a long-term base, which also means that we can, from the very beginning, chose the right ones. Otherwise those sustainable relationships are not possible.

How much of your licensing activity involves sports-related products?

Giuseppe: Honestly we do not really differentiate between sports-related and non-sports-related products. We like to look into sports performance products and sports lifestyle products. For example we have clear sports-related products like fitness equipment/accessories and our table tennis licensees who are pretty close to the world of sports. At the same time we also have watches and sunglasses which have been developed with the idea of them being worn by people doing sports. We believe that all of our licensed products should have a part of our DNA included which means for example performance, innovation and inspiration.

Today a lot of licensed products risk being exchangeable and people do not understand what these products stand for. We want to make sure that this is not the case with our licensed products. Of course sometimes there is less differentiation possible because of an entry level product or to cater for certain market needs. But we try then at least to participate at the design level or use some of our colors which we are also using in our core product lines.

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SPORTS Can you tell us about your non-sports licenses?

Giuseppe: As mentioned we like to look at our program as a sports lifestyle category.

For example in 2017 we have launched a line of massage creams which can be used for warming up (before sports), cooling down (right after sports) and for regeneration (like after showering) etc. Those products are not typical sports products for us but they are supporting a sporting lifestyle. And people like this a lot. In addition, in 2017, we have launched in the DACH region a line of baby strollers for the active family which likes to have a sporty stroller to go for a run or jog with their baby. They have specific sporting features and a design which is associated with our ski lines. Again not really a sports product but supporting a sporting lifestyle.

ern, elegant bottles which make the HEAD Fragrances accessible with a premium quality of raw materials and a total experience.

Furthermore, by the end of the year, we are also launching a new category for us - HEAD Drinks. We teamed up with Bohemia Healing Marienbad Waters (BHMW), one of Europe’s most famous Spa healing springs that has been active since early 17th Century to launch a line of energy drinks, isotonic drinks and mineral waters.

The idea was to create a line of drinks for sporting people, not necessarily just athletes but people who enjoy a healthy lifestyle.

You might remember that we worked with Gorenje for a HEAD line of healthy blenders, scales and a mobile app which included

What are the most recent licenses you have signed?

Giuseppe: By the end of 2018 we will launch two more product ranges which are exciting for us. Most recently we have signed a licensing agreement with the Winsome Group and their beauty arm, Kredo Beauty. Together, in September, we are launching a line of 10 different fragrances following market trends and needs of the Indian market. The line will include Eau de Toilette and Perfumed Body Spray for men and women. All of the fragrances are a perfect blend of consumer choice, brand aesthetics and identity and use specially designed mod-

recipes from our HEAD/Mares ambassadors around Racquetsport, Wintersport, Swimming/Diving, etc. Based on a healthy lifestyle we continued our idea with BHMW, who are the perfect partner for us, pairing experience/ heritage with innovation. So for example the energy drinks include a sugar free version and are created with natural ingredients of the highest quality. In their make-up the main energy component is natural caffeine. The energy drinks have a basic flavor: Orange and are followed by four complementary flavors such as lime, raspberry, watermelon and strawberry. A special premium line contains tastes like Mohito and Champagne. For the sugar free variety BHMW is going to use a new patented technology to eliminate sugar without compromising the taste characteristics of the product.

the drinks to be on the market by end of December 2018 / January 2019.

How do you see the HEAD program growing and expanding moving forwards?

Giuseppe: The licensing program will grow and expand by developing more and more opportunities where the HEAD world and community will be able to learn and explore through our licensed products. Today we are already spending a substantial part of our time on integrating the licensed products into our core product ranges. For example our eyewear licensee has been supporting some of our Ski-Athletes, or Tennis Players and Swimmers around the world with sunglasses.

Our tennis sensor is perfectly shown with our Rebo X HEAD wall. In my opinion only if there is a strong connection or story line behind it, it will be a success. Furthermore we are still exploring some categories where we believe that it will make sense – although we do not need to grow from a quantity point of view as we already have quite a good number of partners. But where it makes sense or will help us to communicate certain topics – we will look into it. And from a geographical point of view, we are also looking intensively into China and India. Obviously for those regions the right partner is a key element of success.

So this is really exciting and we expect

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ESPORTS

Esports Discover the world of esports, where millions watch top gamers compete live!

Mike Stubbs, an esports expert, tells us more...

Selling out 15,000 seat arenas on a regular basis is something that some of the biggest names in the music world even struggle to do. But in the world of esports, that is often a monthly occurrence at this point, and it really feels like it is only a matter of time before events regularly sell out massive sports stadiums.

Even as I write this I’m watching the Dota 2 International tournament, which has sold out the 18,000 seat Rogers Arena in Vancouver and offers up over $25 million in prize money to the 18 teams competing.

At its most basic level esports is the act of people playing video games against each other for money. Millions will tune in to the biggest competitions, which are all streamed online and some are broadcast on major TV networks around the globe. Then of course there are the fans that go to the events, creating some of the loudest live crowds in the world.

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The term esports is used to band together all of the different games and scenes, but that is effectively like referring to sports as a collective. Each game is its own separate thing, and very few esports fans would class themselves as fans of every major game. Much like you might struggle to find someone who loves American football, cricket and badminton, you won’t find many who will watch Dota 2, Call of Duty and StarCraft II. For those who didn’t grow up in the world of online games the whole thing can seem quite strange. Why would anyone want to watch someone else play a video game when you could just play it yourself, is a question that is heard far too often in the current age, and one that ultimately has a simple answer. You could go and kick a football around the park with a few friends but it sure isn’t the same as watching Cristiano Ronaldo skip past some of the best players in the world and fire the ball effortlessly into the top corner.

If you can see yourself asking that question then esports probably isn’t the place for you.

The esports audience is notorious for rejecting any non endemic brands or companies that show little interest in the scene, or appear to not know their stuff.

It’s no surprise that brands such as DHL, Mercedes and even Turtle Wax have been embraced by the esports world after they made brilliant esports related content with esports influencers around their sponsorship of events and teams. While others have been ignored or become the but of jokes because of a reluctance to get involved or even running campaigns that annoy the esports world, like O2’s recent campaign that asked “#IsItAlright that your kids only aspire to be an eGamer?”

But if you are willing to learn, work with experts in the field and appreciate that this isn’t just a place to make a quick buck then the world of esports has a lot to offer. On the

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ESPORTS financial side of things it’s only really been the last five to seven years where significant money has started to come in, and at this stage the large majority of it comes from media rights, advertising and sponsorship.

Newzoo is the leading esports analysis company out there, and their reports are filled with valuable information. Their most recent report predicted that the annual revenue for esports in 2018 will hit $905.6 million, with $694 million coming from brand investment in media rights, advertising and sponsorship.

Without these three key areas esports would be nowhere near as large as it is, and the people that are making money right now are either the players, who compete for millions, or companies and teams that can sell sponsorships or media rights. Blizzard’s Overwatch League competition signed a broadcast deal with online streaming platform Twitch that was worth $90 million over two years. It’s not NFL or Premier League money, but in a few years it could be.

Current data isn’t exactly reliable, but it all points to the conclusion that on average esports fans spend significantly less money than traditional sports fans on things such as merchandise, live event attendance and content.

Pretty much every event is available online for

free, so paying for broadcasts is rare, esports apparel remains quite expensive and personally I find most items a little boring, and only a few cities have multiple large events each year, meaning most fans will only attend one or two events at best.

But many companies are banking on at least some of that changing over the coming years.

There would have to be a massive shift for fans to accept paying for every broadcast, even US TV network TBS put a version of their ELEAGUE esports events out on Twitch for free while also broadcasting on their premium TV channel, but there’s no reason why merch and ticket sales can’t become massive

income generators in the next 10 years.

For many esports is either a gamble for the future, or an opportunity to reach a predominantly young market, who are becoming harder and harder to reach through traditional means.

However, a number of endemic brands, such as Scuf Gaming who make specialist controllers, or G FUEL a powered energy drink formula for gamers have used esports to grow their brands and become sizable companies.

There is opportunity here, and I’m sure many of you are already coming up with ideas of how you can enter the scene, but rushing in is rarely the best option. Esports is still early in its life and there is no telling how big it could become, screwing up now could ruin any chance you have of being successful in the scene. If you think esports fans won’t care about your mistakes 10 years down the line, you’re wrong, we have long memories. Take your time, do the research and make sure you have something that will add some kind of value to the scene, then you have a chance of reaping the rewards.

Oh and it’s esports, or Esports if at the start of a sentence. No capital ‘S’, no hyphens and certainly not egaming.

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ESPORTS INTERVIEW Dan Amos heads up Tinderbox, the digital division of Beanstalk. The company works with all types of digital properties and is now creating a merchandising program in conjunction with ESL, the world’s largest production company that produces video game competitions worldwide.

Total Brand Licensing recently talked to Dan Amos about the esports phenomenon and how he sees it developing.

The whole esports phenomenon is a relatively recent one. Why do you think this has become so popular?

“The popularity of gaming has gone from strength to strength over the last few years but since the launch of the 8th generation of games consoles in 2013 we’ve seen a real explosion. It’s with this huge growth that esports has become the phenomenon it is today with no signs of slowing down. The most popular game franchises of this generation are built around competitive multiplayer game modes which is the root of esports. The popularity of first-person shooters (FPS) and ‘battle royale’ modes have seen pro players become celebrities and even shaped the conversations around pop-culture. Tinderbox clients like Call of Duty, a truly global videogame franchise, considered the #1 videogame nine years in a row, has deep ties to the esports community and with the announcement of

Dan Amos

Esports and Tinderbox Blackout, its own take on the competitive ‘battle royale’ mode, we are set to see even more growth in the esports space.”

Can you tell us about your representation of the ESL and what your plans are to develop the program “ESL is synonymous with esports, being the largest esports company in the world and a company that is dedicated to truly bringing competitive videogame action to a global audience. The largest events with the world’s biggest game franchises are held by ESL and with nearly 400 million viewers of esports content worldwide, videogames are proving their worth against major spectator sports and ESL is at the forefront. Leveraging this deep-rooted association with the phenomenon of esports, Tinderbox will be developing a global consumer products programme for ESL that includes apparel, accessories, consumer electronics and other lifestyle categories. In the same way fans of sports, teams and events want to share their fandom with the world this is even more true of the growing esports community. Tinderbox will bring esports apparel under the banner of ESL to retail in 2018 and I’m excited to see the programme grow in 2019.”

How do you see the esports category growing and developing in the coming years “Gaming is no longer seen as a niche and it

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is generally noted that major game franchises secure millions if not hundreds of millions of players globally. Videogames outperform every movie release in both revenue and levels of engagement, so it is no surprise that consumer products based on gaming franchises are successful. The rise of videogame franchises has directly impacted the rise of esports and consumer products based on leagues, teams, players as well as the games that are played is the next evolution. As esports becomes more mainstream, with televised tournaments already happening and genuine consideration being given to esports in the Olympics the demand for consumer products inspired by the world of esports, of which ESL is synonymous will only grow. I am immensely proud to be supporting the growth of videogames in consumer products and now the world of esports through our client ESL.” In your opinion, is the esports category one that will grow or is it a passing fad “Esports and ESL are here to stay. It’s often overlooked that the genesis of esports began with LAN parties in the 90’s, groups of cable connected computers to host multiplayer tournaments. With today’s technology and the rising popularity of competitive highly skill-based multiplayer games, esports has grown and established itself as legitimate with no signs of slowing down and ESL is at the forefront of this sports revolution.”

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GAMING

A walk among Tomb’s Thrones!

Kelvyn Gardner on an unlikely conversation in Gozo On a recent holiday in Gozo the likelihood that I would have any serious conversations about licensing was pretty low. Strange how one thing can lead to another. Maybe I was tempting fate by signing up for a Game of Thrones tour on Gozo’s larger neighbour, Malta, the HBO smash-hit being no stranger to licensing, of course.

At the end of the tour we relaxed over a drink at the Paradise hotel while waiting for the ferry home. A chance remark about an arcade game in the hotel bar and unexplored Game of Thrones opportunities was overheard by a young Englishwoman at the next table. “I think you may have missed something,” she said.

Introductions were obligatory, and I found myself in a conversation with Nicky Tombs, Business Partner at the Mr Green online gaming company. Nicky pointed out to me that a significant slot game company, Aristrocrat, has been making GoT slot machines for several years. I must have missed them in Las Vegas during Expo.

I told Nicky that I had visited gaming trade fair, ICE, in London a couple of year’s previously, and seen few examples there of licensed games. Nicky updated me, “ICE is a

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big show, but the gaming world is so complex now that you’d probably have had to spend the week there to find what you were looking for. For most companies in gaming, especially online gaming, the term ‘licensing’ to us first and foremost relates to the infrastructure behind our public face, the back-end, as some people call it. Most of the individual games people can play on Mr Green and other sites are proprietary only in their look, their getup, to use the legal phrase.”

'The basic game, roulette, poker, slots, dice/

craps is supplied by a developer and we just ‘plug-in’ to these ‘shells’ and install them on our platform. What the public sees is our ‘artwork’. In that sense, the licensing set up of online gaming companies looks to me derivative of the way licensees take style guides and turn this supplied art into consumer goods.”

“Licensing starts, for us, of course, with permission to operate an online gaming business in the first place,” Nicky went on. An obvious statement, but a reminder that licensing does not begin and end with copyright and trademarks. I asked Nicky about the use of the term ‘gaming’ as against ‘gambling’ especially as video games and game apps (like Call of Duty or Candy Crush Saga) are well established in licensing. “What’s in a name?

There’s a cross-over with what the consumer is looking for in an online game” is Nicky’s reply. “Is it pure fun, or adding the little thrill of a modest financial stake?”

“Online gaming doesn’t have a great image in some people’s eyes, but I wouldn’t be here a thousand miles from home if I didn’t believe that what we do is a legitimate part of the entertainment industry.” I added that that’s where IP licensing sees itself. Given that ‘games’ are now licensing out their IP, what about gaming sites? “I can see the huge licensing success of Candy Crush” says Nicky, “and maybe it’s not such a leap to imagine a Mr Green range. We certainly have the eyeballs, and we share with straightforward video games the element of consumer concentration when they are on our site. It’s hard to play Mr Green poker and be on Facebook at the same time, so we keep people’s undivided attention on our brand.”

If it seems a stretch, then possibly no more than Call of Duty socks, which have been a best seller. And so this thirty-year licensing veteran once again finds new areas of interest even when I’m in the process of writing them off. Thanks to Nicky Tombs, I won’t make that mistake again.

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NATIONAL GEOGRAPHIC

National Geographic A brand with a purpose A brand with a strong presence in TV, print and online and a wide demographic reach is impressive. But National Geographic offers more. It also funds conservation, exploration research through the non-profit National Geographic Society, and these combined strengths are major drivers behind the success of the National Geographic consumer products programme.

National Geographic is having a busy year – again. The joint venture between 21st Century Fox and the National Geographic Society (NGS) is promoting a number of projects on its multiple TV channels – including major new scripted and factual series with some of Hollywood’s biggest talents, new feature documentaries released into cinemas and a range of premium wildlife shows on the channel for animal lovers, Nat Geo Wild.

Meanwhile National Geographic magazine, the magazine that started it all 130 years ago, is continuing to engage a strong and committed multi-generational readership with special features on a wide range of science and nature-related issues like covering the breakthrough surgery of the US’s youngest recipient of a full-face transplant, the plastic epidemic facing our oceans and a full single topic issue on the subject of race.

There’s also a travel magazine, a history magazine, a kids’ magazine, around 180 new published titles a year (many of which are children’s titles), a travel programme and a team dedicated to live events and location-based entertainment.

This is a powerful brand, with millions of print and digital readers around the world, hundreds of millions of viewers on TV and a similar number of followers on social media. It’s also the number one media brand on PAGE 34

Instagram, a leader in Facebook videos and a multiple-award-winning group of magazines.

In short, this is a multi-platform success – and this has helped to drive awareness of its consumer products programme.

This strength of the National Geographic brand across multiple media channels, along with a powerful reach among children and families, and a strong focus on sustainability are just a few of the factors behind the impressive growth of the consumer products programme in the past year since National Geographic’s European Consumer Products

and Experience strategy was unveiled at BLE. Visitors to stand C30 at BLE will be interested to hear that the brand’s reach is particularly strong among kids, teens and young adults.

Helena Mansell-Stopher, director UK Licensing, National Geographic Partners, says: “People recognise the brand from its magazine routes” she says, “but because we have a strong digital focus and young people are so digitally native we’re reaching all ages: kids through books and websites, millennials through social media and digital apps, the older generation through broadcast and print. We’ve got

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NATIONAL GEOGRAPHIC a broader consumer base than even I realised when I joined!”

This brand reach, along with powerful visuals and over a century of storytelling about our world and worlds beyond, engages tens of millions of readers and viewers. But over the past year the strength and associations of the National Geographic brand have also been making an impact in numerous licensing categories.

This is part of the reason Mansell-Stopher joined National Geographic. She is one of a range of key appointments extending the consumer products teams in the top five European markets and building on National Geographic’s commitment to expand its reach across all areas of its brand, including its publishing, broadcasting, travel, and licensing businesses, led by Maria Maranesi VP EMEA Consumer Products.

The campaign brings together a brand that is not only classic and respected but also modern and socially conscious. It also targets carefully chosen licensing partners that share the ideals of the brand.

This is both a global and regional campaign – hence the new European appointments. At BLE the EMEA market will be a key focus. It’s also growing fast.

Real-world licensing agreements are at retail stage now or on their way to market in 2019.

Given the massive kids’ publishing business it’s no surprise that children are a strong focus. As Mansell-Stopher says: “The UK publishing business for kids is worth millions of pounds in terms of RSV – and growing. National Geographic Kids is the top kids’ editorial site in the UK.” The consumer programme builds on a reach to children that is widely perceived by magazine advertisers to drive their brands. It has been further boosted by a creative vision developed in association with creative agency Blue Kangaroo that uses the many NGP assets across three core themes: Amazing Animals, Stem and Space, and Explorers in Training.

The kids’ business has enjoyed strong growth on the back of these initiatives in areas as diverse as STEM toys, sticker albums, animal

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plush, sustainable bedding, sustainable footwear and sustainable fashion.

As this product list makes clear both the kids’ consumer product campaign and the wider consumer product campaign have a strong focus on sustainability. As Mansell-Stopher puts it: “The core of both campaigns is telling stories through beautiful images – but it’s

also underlining our commitment to sustainability, notably through the translation of the organisation’s Planet or Plastic campaign into a meaningful consumer products strategy, as part of the company’s multiyear mission aimed at raising awareness about the global plastic crisis. These are core associations of the brand and strike a chord with a large audience.”

Young adults in particular are attracted by these themes, she points out. “A large number of millennials want to use their skills for good and gravitate towards brands with an authentic purpose platform. Young people are aware of the planet and our impact on it and are happy to pay more money for a brand with sus-

tainably sourced products or that funds charitable endeavours. And many people – not just millennials but centennials, middle-aged and older consumers – increasingly expect companies to stand for something, which is a strong part of what we do. We think we’re in a good space to be building a consumer products programme that focuses on these strengths – because they are our strengths.”

And these themes will be helped by product sales. As Mansell-Stopher says: “We’re trying to drive those stories through product, the sale of which in turn funds our work: we return 27% of our proceeds to the nonprofit National Geographic Society to fund work in the areas of science, exploration, conservation, and education.* The plastics campaign has inspired a number of alliances, including a global partnership with North Face – the first to align for the Planet or Plastic mission – offering t-shirts created from recycled plastic bottles diverted from National Park waste streams. The t-shirts launched in June 2018.

A relationship with the S’well company has produced a line of National Geographic reusable bottles for hot and cold drinks. A UK deal with Teemill will offer print on demand from a fashion company whose Isle of Wight factory uses 100 per cent renewable energy. A global deal with Clarks will bring 26 pairs of shoes: 16 pairs will be made from 100 per cent recycled plastic bottles – right down to the shoelaces!

And there are many more deals in progress – and many more to come. As Mansell-Stopher says: “The Society does a huge amount of work. We can connect the consumer back to that by offering products that are inspired by that work. They’ll have consumer appeal but also refer back to our initiatives – in particular our plastic mission statement. This is a brand with a purpose.”

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LIQUOR AND SPIRITS

The Licensed Liquor…

Diverse Deals Abound for Liquor and Spirits Brands Multiple new agreements have been signed for Beanstalk client, Diageo, a global leader in beverage alcohol. Baileys has partnered with Finsbury Food Group, the market leaders in creating licensed cakes, to create an indulgent Baileys Freakshake cake. Baileys extended its partnership with Tassimo, for a new SKU range of Hot Choco pods. Meanwhile, Guinness has launched a new range of jewellery with leading Irish home and giftware company, Newbridge Silverware. The new designs include bracelets and necklaces that incorporates Guinness’ unique IP. Guinness has also translated its distinct flavour into a bold and malty cheddar cheese with new licensee Windyridge, a UK-based speciality cheese producer. Guinness Cheddar launched in Selfridges & Co. in August with further launches planned for North America.

In the hard goods sector, Beanstalk continues to grow the Jack Daniel’s licensing programme with its new partnership with Beams International for a gifting range. For the first time ever, the gifting range featured the wider Jack Daniel’s family of brands, including Tennessee Cider, Tennessee Fire and Gentleman Jack. The success of the gifting range has resulted in the brand gaining a new retailer partner with One Shop and Asda has taken the wider Jack Daniel’s gifting range as a year-round offering for 2018.

UFC, one of the world’s premier mixed martial arts organization, has announced a new marketing partnership agreement with Blackheart Premium Spiced Rum, in which the distilled spirits brand will serve as the orgaPAGE 36

nization’s first-ever “Official Rum of UFC” in the United States. Blackheart Premium Spiced Rum is owned by Heaven Hill Brands, America’s largest independent family-owned and operated distilled spirits company. As part of this collaboration, Blackheart Premium Spiced Rum will have a branded presence inside the world-famous Octagon and at UFC VIP Experiences during key events throughout 2018-2019.

The Absolut Company, producer of Absolut Vodka, has appointed leading licensing agency CPLG to represent its brand worldwide (excluding France).

CPLG will develop a global licensing program across apparel, fashion collaborations, accessories, gifting and barware targeting men and women of legal drinking age.

Absolut’s brand purpose is to instigate a more open world - a world of inspiration and inclusivity, appeals to a millennial generation who want to change the world. Absolut challenges society’s labels: man, woman, gay, straight – favouring difference, acceptance and the freedom to be who you are.

CPLG will bring Absolut’s brand purpose to life through a robust licensing programme led by fashion, accessories and lifestyle products that not only utilises the graphics, colour palette and brand signifiers of Absolut, but that also reflects the company’s creative spirit, progressive nature and sustainable vision.

Silver Screen Bottling Company has partnered with studios and teams to license new brands of spirts around iconic movies, gaming, music, and

sports. The first brands launched in partnership this summer with CBS Consumer Products center around the Star Trek franchise.

James T. Kirk Straight Bourbon Whiskey named after the captain of the USS Starship Enterprise - launched in June to overwhelming support and interest among the Star Trek community. Ten-Forward Vodka followed later this summer after the first bottle returned from space exploration and was blended with the distiller’s stock - ensuring every bottle sold will contain “out of this world” vodka. This month, ahead of the November launch of the next title in the immensely popular Fallout videogame series, Silver Screen partnered with game maker Bethesda Studios to produce Nuka Dark Rum. The name of the product and unique packaging are a nod to the Nuka Cola drink that is ubiquitous in the post-apocalyptic world depicted in the game.

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BRAND AWARENESS

Smiley Company Launches New Integrated Kids TV and Social Media Campaign, Enlisting Top Influencers.

A true icon of pop culture throughout the world, Smiley has launched an integrated TV and YouTube brand awareness campaign highlighting its collection of trendy kids fashion lines, targeted at Gen Z’s and parents.

The advert is a celebration of positivity and creativity, and is being broadcast on TV and relayed on social networks featuring a network of young leading influencers from

across Europe, along with the launch of their new Smiley-O-Meter app.

Smiley’s new TV ad features apparel available to buy throughout France at Orchestra, Zara Kids, Mango Kids and La Halle. Consumers will view the ad on TV in France throughout September. The ad is earmarked to be rolled out in the Germany, Benelux, Italy, Spain and UK markets in the coming year, showcasing partner’s products to a European audience.

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Featuring top European influencers, including French brothers Neo and Swan who have over 2.5 million subscribers on YouTube, the ad is supported with the launch of a new exciting mobile app, the Smiley-O-Meter. With this integrated campaign, Smiley becomes the first brand in the licensing market to communicate its lifestyle position directly to the consumer.

Smiley’s brand awareness campaign has been developed in partnership with award-winning creative agencies; U-DOX, who work with leading fashion brands including Adidas, Vans and Y3, who developed the new Smiley-O-Meter app and Agence Business who created Smiley’s vibrant and lively TV ad. The advert brings a community of young creators together from across Europe, and sees them dancing in the Paris sunshine, backed by a catchy remix of a familiar children’s song. It’s bold, fun and bursting with energy - an ad made for kids, by kids.

To ensure the message reaches the intended audience, Smiley broadcast the advert on TV and digital for six weeks from the 13th August to 16 September: • 3 short films of 10 minutes broadcast on TV and replayed on TF1, Gulli, Boing, Cartoon Network, Boomerang, Teletoon +, Nickelodeon, Nickelodeon 4Teen, Channel J, NRJ12 and C Star.

• 1 long film of 24 minutes’ and 3 short films of 6 minutes’ in pre-roll on YouTube

in partnership with Disney, Facebook and Instagram.

Extending beyond the TV and social media campaign, Smiley have refreshed and relaunched their website Smiley.com, and cre-

ated the Smiley-O-Meter app. The app provides a fun new digital experience designed to intuitively read the emotions of the viewer, helping consumers discover what really makes them Get Smiley.

The Smiley-O-Meter app plays a selection of entertaining Smiley content, and tracks the player’s facial reaction through their device’s camera. Consumers are then given a Smiley score, as well as a shareable GIF showing their response (captured as they watched the footage) that can be shared with friends.

Not only is the Smiley-O-Meter fun for consumers to use, but it has high viral value and is easy to share on multiple devices. This exciting website function will be accessible on android and iOS and promoted across all the brand and selected partners’ channels.

Smiley will provide partners with added value by creating new partner tool kits. These feature in-store activations alongside point of sale and window display concepts that will drive brand engagement at retail.

To find out how to get involved in this new campaign please contact bob@smiley.com.

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TEMPTING BRANDS

10 YEARS OF TURNING TRADEMARKS INTO BRANDS The roots of Tempting Brands lay in the most particular of circumstances. The story begins in 1993. Two young Dutchmen started a new company to develop a mapping and routing software for Apple Macintosh computers. The search for an appropriate name for it – which should be relevant, short, international, recognizable and preferably with a great logo – lead to ‘ROUTE 66’. Back in an era when navigation software didn’t even exist, the innate feeling of freedom and opportunity that comes along with ROUTE 66 made naming the software after the historic ROUTE 66 a perfect match.

The large-scale adoption of the software around the world, gave birth to the idea that the strength of the name ROUTE 66 and the values that it instills can reach far beyond just software.

Another Dutchman started a small scale business around the ROUTE 66 brand in motorcycle products. Leather jackets, gloves, motor helmets, belts were a perfect match for the brand.

The two companies developed their businesses and in 2007 started discussions to create a licensing company around the ROUTE 66 brand. And so, in 2008, Tempting Brands was incorporated.

the ROUTE 66 Style Guide – which will be launched at BLE 2018 – contains more than 400 pages with original artworks and images. Feel free to stop by booth L72 to have a look for yourself.

Today, ROUTE 66 products are launched around the globe: In Germany, the brand generates 30 million euro in yearly retail value. Our sunglasses ble tools for partners to create products.

Tempting Brands acquired the trademark registrations for the brand around the world from the two Dutch companies for a wide range of product categories, and it bought the worldwide ROUTE 66 trademark rights for cosmetics and perfumery from Coty.

ROUTE 66

The ROUTE 66 brand was its only brand and it focused on creating the best possiMeanwhile, the challenge to develop an infamous all American lifestyle brand from just an idea and a name was taken on with great enthusiasm. A team of designers created rich and innovative artworks that match the spirit of the ROUTE 66 brand. What was initially just artwork, over the years grew into one of the most comprehensive brand books in the licensing industry. The 7th edition of

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licensee, distributes ROUTE 66 sunglasses in more than 8,000 locations nationwide and is our oldest licensing partner and is selling ROUTE 66 sunglasses for more than 23 years. Basic apparel products, such as undergarments, socks, t-shirts and other apparel items are also successfully marketed in more than 5,000 retails locations across the country.

Also, Italy has grown into a mature market for ROUTE 66 products with locally produced and in Italy designed sunglasses which are distributed in thousands of points-of-sales around the country. Another licensee in Italy has designed a beautiful line of leather accessories including wallets, belts and bags.

In recent years, the ROUTE 66 brand has branched out over all continents with licensees in North America, South America, India and Asia.

Tempting Brands continues to be surprised how well the ROUTE 66 brand works for

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TEMPTING BRANDS

Marie-Antoinette

This started around 5 years ago. Tempting Brands registered, developed a beautiful symmetrical logo, conducted research and created the first Marie-Antoinette Style Guide, which was launched late 2016. After initial feed-

such a diverse set of products. Their licensees are selling ROUTE 66 apparel, accessories, sunglasses and readers, automotive parts, back to school products, bags, mobile phone accessories, and more. They are welcoming potential licensees with their creative product ideas and they love to work together to put the ROUTE 66 brand to work for their customers.

ROUTE 66 agents present at BLE 2018 include DIC 2 Italy (booth G65), Bulldog

Licensing UK (booth C2) and Celebrities Entertainment Germany (booth D2).

Turning trademarks into brands is a very intensive and long term process, and includes trademark selection, registration, domain name registration, logo creation, Style Guide, Fashion Guide and website. Only then, the actual product development can start.

When Tempting Brands wanted a tempting brand for women, especially the trademark selection process was a long and difficult one.

The result – Marie-Antoinette – exceeded all their expectations.

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back, they realised they have a new challenge ahead of them. For a new fashion brand, it was desirable to not only have a Style Guide, but also an extensive fashion collection. In 2017, Tempting Brands hired a team of fashion designers who developed the first Marie-Antoinette Fashion Guide. A collection of Marie-Antoinette fashion products in various categories such as lingerie, sports, business, casual and luxury was created. In 2018, shoe designs were added and updated the Fashion Guide with nightwear.

Tempting Brands is excited that the first Marie-Antoinette products have been developed in the country which is the most representa-

- L72 - at BLE. They would love to tell you more about the Marie-Antoinette brand and show you the Style Guide and all new Fashion Guide and to learn more about your business and product ideas.

Alternatively, you can visit our dedicated sales agent - Art Ask Agency (booth N72), where Maria and Kirsty will be pleased to tell you everything about the Marie-Antoinette brand.

More Tempting Brands coming...

The first 10 years of Tempting Brands were super exciting, and they look forward to build upon the work that they carried out together with their licensees going forward. Three more ‘tempting brands’ are in the pipeline, with work well underway. They also have new Style Guides, fashion designs, and marketing materials for ROUTE 66 and Marie-Antoinette.

tive for the brand: France. If you are interested in a Marie-Antoinette license for cosmetics and toiletry preparations; perfumery; stationary products; home decoration products; bags; apparel and accessories or shoes, then please stop by the Tempting Brands booth

Tempting Brands would like to thank their partners for their loyalty and collaboration in these ten years.

Tempting Brands www.temptingbrands.com licensing@temptingbrands.com

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SCIENCE MUSEUM

Science Museum Group Continues to Inspire “As the world’s leading group of science museums, we share our unparalleled collection spanning science, technology, engineering, mathematics and medicine with over five million visitors each year.

2018 has been a fantastic year for the Science Museum Group, with record growth and a Group-wide rebrand due to be fully implemented by this Christmas. For the Science Museum the rebrand has given us the perfect opportunity to update our highly successful range of toys, gadgets and science kits and the initial reception to our new lines has been very positive. As we align fully with the STEM focused direction for our museums we believe

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Style guide concept

our products truly reflect our brand values and aim of inspiring futures.

We are also excited to announce the renewal of our agreement with Clementoni, now one of our key licensees, and we look forward to continuing to grow this collaboration. The partnership has grown from relatively humble beginnings to what is now a truly compelling product offering with an international reach.

The licensing team’s ongoing focus has been to move the Science Museum brand into new product areas. To do this we have developed a brand-new style guide which explores the museum’s collections in a completely new way.

Licensees can currently explore the themes of

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SCIENCE MUSEUM science, technology, engineering and mathematics. To supplement the fantastic designs further artwork will be announced later this year.

Our partnership with History Heroes continues to grow, with two new games joining the existing titles, Scientists and Inventors. We are also preparing for the launch of Esdevium’s Timeline, a game that puts players head-tohead to discover more about the objects in our collection. Further opportunities for board games, preschool toys and stationery are currently in discussion and we look forward to further announcements at BLE.

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One of the more surprising aspects of the group’s licensing programmes is how diverse these have become.

The team isn’t just responsible for the continued management and growth of the Science Museum but also for our group of museums.

These are – the Science Museum, London; the Museum of Science and Industry, Manchester; the National Railway Museum, York; and the Science and Media Museum, Bradford.

We are currently working on plans to leverage some of the group’s newer museum acquisitions whilst using the rebrand to explore new opportunities for our existing, well-established licensed brands.

The National Railway Museum’s programme has had an impressive year with several new signings and a comprehensive calendar range now available from Carousel Calendars. The collection showcases our wonderful travel posters and we look forward to building further on this success whilst also exploring product areas which reflect the museum’s new focus on engineering.

The Flying Scotsman licensing programme continues to grow with exciting product announcements planned for late 2018 and 2019.

These developments have been further supported by the renewal of the Scotsman’s national touring contract, which the National Railway Museum has extended to 2024.

2019 is promising to be an interesting year for the licensing team as we are currently working closely with our retail team on the redevelopment of our museum retail offering.

The new space will add 600 square metres to our existing store and new opportunities are

currently being explored which will enable further engagement with our customers, new merchandising opportunities and the ability for licensees to demonstrate their products directly to our audiences. We are currently exploring a number of new licensing opportunities and will have further collaboration announcements later this year.”

To find out more about Science Museum Group licensing contact licensing@sciencemuseum.ac.uk

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TRANSPORT

The Spirit of Concorde Start Licensing signs to represent ‘Spirit of Concorde’ trademarks in the run up to the 50th Anniversary of Concorde’s first flight Start Licensing will work with the award-winning film-makers behind the short film ‘Ode to Concorde’. The short film has been completed by Chris Purcell and Paul Darter. The duo, who have a long successful track record in documentaries and commercials, have collaborated to create this poetic and inspiring short film to mark the 50th Anniversary of the first flight of the legendary aeroplane Concorde. The anniversary of Concorde’s maiden flight is 2nd March 2019 marking half a century since the French prototype took to the air in Toulouse. The 50th anniversary of the first flight of the British prototype takes place a month later on 9th April 2019.

The ‘Ode to Concorde’ film is a highly evocative celebration of Concorde and comprises new specially created footage and unique contributions from a large array of Concorde connected people. This includes designers, aviation pundits, engineers and test pilots, plus a contribution from former passenger, the late Sir Roger Moore. The film provides a fitting tribute to an iconic aeroplane and is a wonderful retrospective. The film-makers have created a brand design to accompany the film this is ‘Spirit of Concorde’.

Ode to Concorde will be screened at a range of events, festivals and venues. It is expected that the anniversary of Concorde’s first flight will create a significant amount of PAGE 42

media and public interest.

The ‘Spirit of Concorde’ trademarks will allow companies to leverage this interest in a commercial way and develop products that have long-term potential. The enduring affection and nostalgia for Concorde is widespread and it appeals to a wide-range of consumer groups.

‘Spirit of Concorde’ is a registered trademark

“The enduring affection and nostalgia for Concorde is widespread and it appeals to a wide-range of consumer groups...” in a wide range of classes. The trademarks are accompanied by a suite of materials sourced from the ‘Ode to Concorde’ film making a compelling licensing opportunity and focused way to mark Concorde’s anniversary.

Product categories that ‘Spirit of Concorde’ is

registered in include watches, art works, jewellery, statues, travelling bags, suitcases, clothing, beers, mineral waters, wine, cider and glassware.

There is a brand design manual available for licensees which includes fully developed product concepts featuring the stylish ‘Spirit of Concorde’ brand device.

Ian Downes from Start Licensing commented, “The ‘Spirit of Concorde’ brand is a very commercial opportunity that allows licensees to mark the anniversary of Concorde’s first flight and to create products that will have long-term potential in relevant product sectors. Categories like luggage are obvious ones to link to the legacy of Concorde, whilst categories like beer, cider and wine hold great potential. Companies can develop products that build on the heritage of Concorde and the fact that it was a state of the art form of travel. We believe this is a focused opportunity that is relevant to newer areas of licensing and categories that seem to favour heritage, luxury and up-scale opportunities. We are looking forward to working with ‘Spirit of Concorde’. I vividly remember watching Concorde fly over South London and, like many people, admired the beauty of the plane. The film and style guide that has been created are a powerful combination and early reaction to both has been very encouraging.”

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LIFESTYLE

By: Weston Anson, Consor IP From Massachusetts to California, and from Victoria, BC to Gander, Newfoundland; cannabis products are now legal for recreational consumption. It’s also legal in a number of other countries including the Netherlands, Chile, Uruguay, Venezuela and Australia. Cannabis brands are moving up and down the Americas and across the Atlantic and Europe. Beyond that, marijuana and other cannabis products have been part of the social fabric of multiple countries for decades. If branded properly, cannabis has the potential to become a lifestyle brand, embodying similar values and interests of a wide group into licensed products.

REVIEW OF 60 YEARS OF LIFESTYLE TRENDS AND BRANDING Over the last 60 years various lifestyle trends have come and gone. Some have made major impacts on branding and licensing, while others have popped up for a few years and then disappeared. Some examples of lifestyle trends over the past several decades are the following: • Action sports • Athletic wear • Travel • Grunge • and many others Some of these trends had a brief, but intense, impact on popular culture, such as grunge in the 1990s. Others, like action sports, have lasted decades and have spawned popular brands such as Redbull, GoPro, and Nike. Although cannabis is just beginning to branch out into different product markets, it is positioned to be a long-lasting lifestyle trend. Cannabis is a diverse product which can be consumed in various forms -- baked, eaten, put in medicinal creams, inhaled or ingested in many variations. Therefore, it should be branded to fit many different lifestyle markets.

What we’re looking at in this article is a different sort of trend in lifestyle brands. One that appears to be here to stay for the long-term

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THE NEW LIFESTYLE BRANDS and is embedded in many cultures.

UNIVERSAL GLOBAL LIFESTYLE Few new lifestyle trends come along that, from the beginning, appear to have the potential to provide branding and licensing opportunities which stretch ahead many years. It has been rare for lifestyle phenomena to come along and be truly multi-generational, where teens and adults are all participating at the same time.

Few lifestyle branding and licensing trends have come along that are multi-cultural. And finally, few branding and lifestyle trends have appeared in the licensing arena that are truly multi-geographic in their appeal. Cannabis is a multi-product line which holds great appeal in every major licensing market.

MAJOR ISSUES IN THE CANNABIS LIFESTYLE CATEGORY Cannabis lifestyle branding and licensing issues are categorized into three areas: legal, marketplace fragmentation, and cannabis as a commodity. First and foremost is the legal and regulatory environment at the State, the provincial, the Federal, and the cross jurisdictional levels are substantial. Whether it’s in the U.S., where each State is making its own legal decisions, or whether it’s intellectual property management issues, where a federal trademark for a cannabis product cannot yet be registered, there are many variables, and coordination between jurisdictions is complex.

Second, the market place is highly fragmented. There are thousands of growers, and many hundreds of distributors. Scale has not yet been achieved in any of the major markets around the globe. However, scale will come with time. There are not yet any global brands that have moved into this marketplace, but this is changing.

Third, and most importantly in some ways, is the fact that cannabis is a completely undifferentiated commodity product. Cannabis com-

panies must depend on branding and technology to highlight the perceived difference in customer delivered value.

CANNABIS IS A FRAGMENTED PURE COMMODITY BUSINESS To the consumer, marijuana and hemp products are absolute commodities. Cannabis is similar to gravel or corn, it all looks the same to the average person. However, the resultant end products come in many forms: • Loose product (“flower”) sold in grams or partial ounces; which also includes what’s known as pre-rolls or joints • Vaping products such as vape pens -- preloaded with liquid or wax • Edibles of all types, including premeasured jelly cubes, cookies, candies, chocolates and other products that have a pre-determined amount of THC, or CBD contents • CBD product mixtures used primarily for medicinal products or to treat people with various illnesses • Oils, creams, rubs and ointments • Pharmaceutical and medicinal products, some of which are finally being legalized in the United States at the end of this calendar year Constant research is going into the cultivation and processing of marijuana and other cannabis products. Research into growing, hydration, and lighting, techniques and processes, which improve the efficiency, quality and intensity of the end product, are constantly being tested. As a result, there are numerous patented processes, as well as a great amount of technical know-how and trade secrets that are being created due to the intense research.

However, in the end, cannabis is still essentially an undifferentiated commodity product from the consumer’s point of view, and if businesses want to achieve any amount of market share, they will need to differentiate their products via branding and brand building.

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LIFESTYLE BRANDS ARE IMPERATIVE, AND BRAND EXTENSION/LICENSING IS A NECESSITY First, certain issues stand in the way of building national brands, at least in the U.S. Primary among the blockades to brand building is the fact that you cannot register a federal trademark for a cannabis product itself; however, you can apply a common law trademark to the cannabis product.

As a consequence, the marijuana business will have to build their brand by constructing a ring of federal trademarks circling the common law trade name on the cannabis products.

This ring of trademarks often entails other categories such as Class 25 Clothing, Classes 9 and 16 Publishing and Paper Products, Class 18 Leather Goods; as well as registration in Service Classes 35, 41, 44, 38 for Retail establishments and/or Health and Wellness Centers, and/or the establishment of websites, blogs and social media environments.

The second most important issue is that cannabis is legalized on a State by State basis. In the U.S., it’s incumbent on the State legislators and/or voter referendums in the various states to legalize marijuana. Today, we have approximately 29 states that have legalized personal or medical use, and that number is positioned to grow after mid-term elections in November 2018.

The core of brand building is to have your common law trademarks on your actual cannabis products and then to use the other federal trademarks, duplicative of the common law trademark, licensed to third parties. The licensees can then make other products like apparel, smoking paraphernalia or other services like health centers, and operate social media sites. This demonstrates how to build a brand in the cannabis industry.

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DIVERSE LIST OF SPECIALTY BRANDS HAVE ENTERED THE GAME Because federally registered trademarks cannot be used directly on cannabis products, the brands and trademarks currently in the market have been developed from scratch or are offshoots of existing high-profile personalities.

Generally speaking, there are three types of brands: those that were home grown specifically for this market and generally were early entrants in the illegal cannabis business; those that were specially developed for the cannabis market and groomed for niche marketing within that market place; and iconic brands and personalities that have transferred some of their brand equities to the cannabis market place.

In the first group, we look at three examples: 1. Wana Candy which began in Colorado and quickly became the largest selling brand of candy soon after marijuana was legalized in 2010. Since then Wana has licensed their brand and related accessories into Oregon and Nevada. It is also actively seeking licensees in California and Maryland, according to news reports.

2. GPharma, an early entrant in the cannabis business, based in Central California; they’ve been operating since 2013. The GPharma brands include GPharma, GStik, as well as sub brands for their vaping business, and the chocolate, tea and pretzel business. Their brand licensing model includes an element of technology licensing along with the use of the brands and trademarks. The company sees Maryland, Colorado and Nevada and other states as future licensees.

3. Kurvana is an example of a federally registered trademark used as an umbrella mark for a family of products including Tand, a mark used on cannabis oil. Ascnd is the mark used on vaping products, as well as Kpen. Kurvana has entered the expanded market place by using an umbrella trademark and brand which is federally registered, but which in and of itself, is not used on any marijuana products.

The second group of trademarks are those which have been developed specifically and with forethought for the cannabis market.

Some of these are best represented by the brands developed by Canopy Growth (see more details below) which include the DNA

brand, the Tweed brand, and the Spectrum brand. Each of these were designed to appeal to a specific segment of the cannabis consumer market and each has been positioned within the market in terms of pricing and product offerings such that they’re not cannibalizing each other’s sales or market niche.

Finally, the third group of brands are what I call the Iconic Brands. Brands that are sponsored by famous celebrities such as Willie Nelson, Cheech and Chong and Snoop Dog. For example, Willie Nelson has a line of product called Willie’s Reserve. His products range from pre-packaged chocolates and vape devices, to a range of smoking accessories and wearables. The products are sold under two brand names: Willie’s Reserve and Annie Nelson’s.

Cheech and Chong have registered trademarks in multiple classes over the years including clothing, accessories, herbs and medicines, smoking accessories, paper goods, and a number of service classes. The logo is the classic picture of Cheech and Chong. Their brand recognition is high as is their success in cannabis merchandise.

Snoop Dog has recently entered the market with his brand, Leaf. This trademark has been registered in a couple of classes specifically related to cannabis, such as smoking accessories.

In turn, Calvin Broadus, who is Snoop Dog in real life, has licensed the mark for use by Canopy Growth in Canada on cannabis products and has built quite a niche brand.

However, with the exception of these iconic brands and a few others, the branding/licensing/extension efforts are still in an early phase within the cannabis market place. And without question, the room to build brands is virtually unlimited at this point in the history of that industry.

BRANDING, LICENSING AND BRAND AFFINITY/LOYALTY The two most important questions that need to be asked in this review of new lifestyle trends are: 1. Is there brand loyalty in the business?

2. How much of the business is attributed to brand loyalty, and how much of overall sales are brand driven?

Anecdotally, there is no question there is a substantial brand loyalty. One only has to ob-

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LIFESTYLE serve the behavior in a California dispensary, where multiple brands and multiple products are being offered to know instinctively that there are some powerful branding and licensing platforms.

The question is, how do we as a licensing industry and branding professionals capitalize on this new lifestyle trend?

For the past five years, there have been rumors of large corporate interests entering the cannabis market. Whether it’s from big tobacco, big liquor, or big package goods, one or more of these companies have constantly been discussed at one time or another as potentially making an entrance with either a brand they developed or an acquisition. A moderate amount of investment dollars was put in by Constellation Brands into the Canopy Growth Group (see side bar article).

WHAT’S NEXT? – The Big Consumer Branding Machines are Entering the Game Well now it’s finally happening! The Big Brand Boys Are in for Billions.

Just two months ago, as seen in the side bar story, Constellation Brands made a $4 billion bet on Canada’s Canopy Growth Group.

Their plans are still not entirely clear, but certainly a THC infused Corona Beer, or Paul Masson Brandy infused with CBD or a new line of 90/10 CBD/THC vodka or other drinks are certainly on their way sometime in the near future. No one knows for sure, but we certainly suspect these products are somewhere in the pipeline.

The bigger question is, now that Canada has become one open national market for branded cannabis products, and therefore branded licensed product extensions, where does it go from there? We believe that over the next five

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years the market will see bigger U.S. brands moving into cannabis products, in particular via licensing; using a strategy that surrounds a cannabis product with multiple federal trademark registration used on a family of licensed products.

• Will it be measured in $100’s of millions?

Certainly.

• Will it eventually be measured in billions of retail sales? Probably.

• How soon will all that happen?

We can’t be certain.

• How long will this take? We’re not sure.

• Will it really happen? Absolutely.

Without a doubt.

• How big will the market become?

We don’t know.

• Will it be measured in $10’s of millions?

No.

We can be certain of this: the cannabis lifestyle is becoming deeply implanted in the North American culture.

Just like the plants we all love, this lifestyle trend will grow, and differentiation through branding will be the key to sustaining a competitive advantage.

Big Boys Bet Billions

By: Pierce Urban, Consor IP

In June 2018, the Canadian Parliament approved the Cannabis Act. Beginning October 17, 2018, marijuana will become legal for adults throughout Canada, with laws slightly differing between the ten provinces. It is now federally legal for anyone age 18 or above to buy or posses cannabis; though, in Ontario, British Columbia, Nova Scotia, and Saskatchewan, the age restriction is 19.

In April 2014, Canopy Growth became the first publicly traded cannabis company on the NYSE and was the first to establish a relationship with Constellation Brands, an international company specializing in the branding of alcoholic beverages. In addition to Constellation Brands initial $191 million investment in Canopy Growth, they recently increased their stake by 38% in August 2018 – with a $4 billion investment. This purchase places a value of $10.5 billion on Canopy Growth of which Constellation Brands now owns just under 50%. This strategic move is a huge step in the diversification process of Constellation Brands as millennials are reducing their consumption of alcohol.

According to Nielson, “millennials (aged 18 to 34) are less likely to drink than their elders… research shows that just over half (53%) of Millennials said they consumed alcohol in the past month, compared with 65% of Gen Xers (aged 35 to 54) and 72% of Boomers (aged 55+).”

Soon, others will adapt Constellation Brands’ strategy. Molson Coors is forming a joint venture with Hydropothecary, a medical cannabis producer located in Quebec. Together, they

propose to develop a non-alcoholic, cannabis-infused beverage for the Canadian marketplace.

Per Bloomberg, Molson Coors has a 57.5% stake in the company. Also this year, Tilray, a medical cannabis producer, recently had an IPO and is now up over 120% to date. Tilray is the first company to legally export medical cannabis from North America to abroad.

The rules and regulations of cannabis are in a constant state of change while companies large and small rush into new, uncharted territory.

California passed a handful of new laws regarding packaging and labeling. Enforced on July 1, 2018, cultivators can no longer send unpackaged cannabis products to retailers for packaging or labeling, and all cannabis products must be child-resistant. These new laws prompted dispensaries all over California to dump their current inventories to correspond with the new law.

For marijuana distributors and retailers, a key success factor will be the capability to brand effectively and adapt to changing regulation.

As cannabis expands globally, many mainstream companies are increasingly interested in the untapped cannabis market. As cannabis becomes increasingly “socially acceptable,” and beer, alcohol and tobacco sales continue to decline, the number of investments & acquisitions will increase. Cannabis legalization has the capacity to impact future growth of not only large alcohol and tobacco companies, but also prominent consumer staples companies. Oh, and let’s not forget about CBD. Growth is imminent.

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HERITAGE

The World of Heritage...

The world of heritage branding continues to grow, with consumers seeing the value in history and integrity. Here is a snapshot into some of the diverse news coming from this flourishing side of the industry.

At this year’s BLE the Natural History Museum will be looking back on the success of its refreshed licensing programme and looking forward to new opportunities and expansion into new categories – supported by new resources and new ideas.

At BLE the team aims to grow new areas for the children’s market, including puzzles, learning (STEM), accessories, back-to-school and food & drink. For adults, licensing targets include puzzles, art supplies, and home furnishings. The licensing programme will also strengthen its collaboration portfolio, with a focus on new categories and ethical consciousness. In addition, the licensing team has been part of the BLE Mentoring Programme and hosted seven retail buyers at the Museum during the summer to give them an insight into how heritage licensing works.

Tea and Victory for IWM (Imperial War Museums) Licensing - At BLE this year, IWM will unveil new partnerships with The Gifted Stationery Company and Kent & Stowe. They join IWM’s already prolific and diverse portfolio of licensees who include The Royal Mail, The Royal Mint, Airfix and Smart Fox. The UK’s dedicated brand licensing team is now supported by U.S. licensing agent, Spotlight Licensing.

Licensing Management International Ltd (LMI) has represented classic car rights including MG, Austin, Austin-Healey, Morris and Rover through British Motor Heritage (BMH).

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2019 sees a wealth of anniversary celebrations. The Austin-Healey 3000 turns 60 years old, as does the Austin Cambridge A55, whilst the Austin Cambridge A40 celebrates its 65th anniversary.

BSA, once the largest selling motorcycle in the world, was recently acquired by Mahindra in India and a range of British designed motorcycles is in development.

LMI have developed a broad licensing programme using the BSA classic advertising campaigns and imagery including original maintenance manual artwork, with significant sales through major retail outlets internationally. In the UK Poetic Brands are seeing success with their BSA apparel range featuring great British icon which is attracting younger fashion conscious customers.

The National Portrait Gallery’s commercial team has announced its collaboration with Coast for an AW18 limited edition collection. Inspired by iconic paintings on display in the Gallery, spanning the Tudors to the 19th century, the Coast team reimagined these historical portraits into contemporary designs. Featuring brushstrokes and details transformed into prints, Coast have achieved an abstract interpretation on the Collection that brings historical references into the present day.

In the time since its international launch in 1980 an estimated 450 million Rubik’s Cubes have been sold. Approximately one in seven people alive have played with a Rubik’s Cube. It has started art movements (Rubik Cubism); featured in pop videos, Hollywood movies and even had its own TV show; it has come to represent both genius and confusion; it has inspired its own sport (Speedcubing);

and it has even been in to space.

2018 has seen the brand enjoy significant licensing success, with a major QSR promotion with McDonald’s for their Happy Meal activating in 45 countries.

Outside of promotions Rubik’s has signed over 30 new licensees across a range of categories including apparel partnerships with GAP and Uniqlo, Themed Attractions (Paragon), Toys and Puzzles (Strictly Briks and Gibsons) and even created a range of products with Harry Styles.

The National Gallery is the third most visited museum in the world, with an internationally admired collection of paintings in the Western European tradition from the 13th to the 19th century. This collection has inspired a successful global licensing programme for which JELC is worldwide agent.

JELC has already signed up nearly 40 licensees. Recent additions to a growing number of partners keen to associate with this world-famous brand include Blackstone Designs, with a new range of t-shirts coming to Top Shop this autumn. Roy Lowe & Sons is planning a range of National Gallery socks for children and adults due at retail in spring 2019, while the food gifting range – known as Delicious Art – from Scoop Designs is expanding its exclusive Boots offering for Christmas 2018.

The National Gallery brand is also continuing its successful expansion into new markets.

Following Copyrights Asia, which signed in 2017 as the National Gallery’s agent for Japan, Afilio Brands has been appointed as the Gallery’s master licensee for China and Bravo & New as licensing agent in South Korea. Discussions are also advanced in the US market.

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HERITAGE

Licensing the work of

Vincent Van Gogh

The Van Gogh Museum in Amsterdam houses the world’s largest collection of works by Vincent van Gogh. The museum opened in June 1973 and in 2017, it welcomed 2.3 million visitors, and was the most visited museum in the Netherlands and the 23rd most visited art museum in the world. Today, the Museum is the subject of a licensing program that will encompass merchandise on a global basis.

Total Brand Licensing talked to Marijn Veraart, Licensing Manager from the Van Gogh Museum to find out more.

Can you outline any activities that have happened with the brand licensing of the Van Gogh Museum over the last 12 months?

It is early days and we are only just getting started with our international programme.

That said, it’s been an exciting few months.

Just before Licensing Expo, we launched our partnership with Samsonite, a luggage range that featured the Almond Blossom artwork.

In early August, Vans, a leader in branded lifestyle apparel, footwear and accessories, began its collaboration with us.

Working with brands like these achieves our aim of both developing fresh and new ideas and also bringing Vincent’s world to a new audience.

How is the branding program growing, and in what direction?

As I said before, the programme is still at an early stage. However, we are in discussion with some good potential partners that we hope to announce around the time of BLE. As for direction, through our programme we aim to reach as many people as possible in order to enrich and inspire them. In that sense the programme could be said to go in every – or any – direction.

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Which categories are the key priority for the museum and what type of products?

We are working closely with our licensing agents to identify core categories for each market. In the UK specifically we have recognized that the gifting and home channels are significant and we are currently working with our agent to deliver several partners for a range of games, writing sets, puzzles and home products.

We are also looking at the publishing category as we see strong demand from consumers who want to know more about Van Gogh. In Asia, fashion and fashion accessories, home décor products and technological gadgets are great categories for us.

Is the museum open to working across the retail channels from high-end retailers to more mass-market outlets?

At all points the Van Gogh Museum will maintain extremely high standards for its licensing programme, working with partners to deliver great NPD. We will target manufacturers that can deliver to these standards; this will be across the retail spectrum. We recognize therefore that we need to work with different retailers to achieve this goal. In other words, both high-end retailers and more mass-market outlets will have a role to play as our licensing programme grows.

different territories we could quickly identify key markets, including the UK, Asia and the USA. And how does international interest spike, accordingly?

As we said we have a global audience for the works of Vincent Van Gogh. However, whilst we would like to develop more markets quickly we are aware of our limited resources to do this. Therefore we need to strategically focus our energy into developing key markets.

The development of international markets is an important step for the museum and we want to deliver to our plan.

As a first-time exhibitor at Licensing Expo in May, how did you find the show?

The show was a great first experience for The Van Gogh Museum. We had multiple interesting talks with potential customers from all over the world.

Which agents are you working with around the world?

We are only just at the beginning of appointing licensing agents around the world, but our principal agents include Licensing Link Europe for the UK and NTVS for Japan.

Van Gogh is an internationally recognized name - but are there any countries where you see the interest in the licensing programme to be particularly active?

As you say, the name of Vincent Van Gogh is recognised all over the world. The museum welcomes over 2.3 million visitors per year coming from around the world. Via our website, we sell merchandise on a global basis. So when we set out on the journey to develop

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HERITAGE

JCB

A story of innovation, ambition and sheer hard work!

From small beginnings building agricultural tipping trailers in 1945, to the global force in manufacturing the company has become today, JCB has constantly pushed the boundaries in their desire to be the best. Today, JCB employs over 12,000 personnel on four continents and sells products in 150 countries through 2,000 dealer locations. Global sales growth has helped to cement JCB’s position as one of the world’s largest construction equipment manufacturers, an incredible achievement for a proudly British company founded by Joseph Cyril Bamford (JCB) from a lock up garage in Staffordshire!

Brand extension through licensing forms an increasingly important part of the JCB brand and the programme now has in excess of 50 partners on board. After sourcing scaled down JCB models and clothing and selling directly through JCB dealers, the first licensing deal was struck in 1996 with Debenhams for kids and adult clothing. The range was a success and this, strengthened by the fact that JCB is a trusted, well respected brand with heritage and longevity, attracted further partners. HTI (then Halsall) and Tomy (under the Britain’s Farm brand) were the first two companies to sign up in the children’s sector, with other partners secured for DIY tools, safety footwear and a handful of other categories.

The rich heritage and long history of JCB gives weight behind the brand that other newly created brands do not have and the appeal is broad. Customers young and old have grown up with JCB machines as part of their landscape and generations of small children have developed a fascination for big yellow diggers. Because of this, the licensed range begins from early infant (My First JCB) to older children, who collect the authentically detailed toys and models, through to parents

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and beyond. This simple appeal across generations helps sell through whether it be a toy, clothing or a JCB battery. The entire licensing programme revolves around sustainable long-

term partnerships, and this can only really be achieved by gaining the trust and loyalty of multiple generations.

JCB has become a byword for quality, durability and innovation and the growing licensed product range reflects these core values. A new range of cordless trade quality power tools, power tool accessories and complementary storage solutions launch in

Q4 2018 following extensive research and development. Safety footwear and workwear remain key categories and have been bolstered further this year with new ranges. The JCB brand has also launched into the paint market this year with a range of multi surface exterior paint which uses tough properties including flame retardant substances.

The JCB Kids licensing programme remains evergreen and has recently been bolstered by the addition of two new licensing partners in 2018. Engino have created a range of construction toys inspired by the real machines and geared for STEM learning through play for ages 6-12 years. With a slightly softer side, HRD have unveiled plush JCB machines which feature moving parts.

Over the last decade, JCB have partnered with a number of sites to create themed outdoor experience zones, where children can get up close and personal with both real machines and toy diggers. 2018 saw the latest addition to the well-established network of UK outdoor experiential partnerships with the largest JCB Young Drivers Zone opening at Springfields Adventureland in Lincolnshire. Children up to 10 years can build, climb, dig and drive to their heart’s content.

“Loved by children, trusted by parents, and respected by tradespeople, JCB is a brand that genuinely appeals across the generations. The growing diversity of our licensed range is a result of consumer trust, loyalty and engagement with the brand and this has enabled us to forge ahead with development in new categories and new territories for JCB over the last few years. With significant launches in 2018 and a licensing programme which is stronger than ever, we look forward to another ground-breaking year!” commented Sam Johnson, General Manager, JCB Consumer Products.

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HERITAGE

A brand with global reach

The V&A is a brand with international appeal and is committed to growing the commercial business further in the global marketplace, with key territories including East Asia, the USA and Europe.

The appointment of Alfilo Brands as the V&A’s exclusive agent in China has signalled ambitious plans for licensing, retail collaborations and pop-up stores throughout the territory, which are due to come to fruition later this year. Among the first to be announced are a range with lifestyle retail platform the Beast and design-driven stationery brand Kaco.

Driving brand awareness in the territory, the V&A hosted an event in collaboration with VIP.com and Chinese jewellery retailer Chow Sang Sang, to announce the exclusive products on VIP.com attended by KOLs (key opinion leaders) including Nikki Min and CherryGun. The V&A will also have a strong presence at China International Licensing Expo, held in Shanghai between 16 – 18 October. Head of Licensing and Business Development, Lauren Sizeland, will be presenting within the seminar programme and Alfilo Brands will be representing the V&A as part of their exhibition display.

Looking at the wider Asian market, the V&A continues to work with pewter specialist Royal Selangor in Malaysia. The launch of the Streamline collection was supported with a fully integrated marketing campaign to celebrate the longstanding relationship of over 20

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years, with collateral including VR footage of the Museum. In Korea, the V&A will launch a third bedding range with Wonu, exclusive to Lotte Home Shopping following successful launches in 2016 and 2017.

Japan has been a core market for the V&A since the beginning of its licensing programme and this Autumn Winter season sees the launch of three ranges with long standing licensees; bedding with Romance Kosugi, nightwear with Arakawa and home textiles with Salonge. The relationship with People Tree in both Japan and the UK continues to go from strength to strength, with a third season once again successfully combining seminal design with sustainable, Fair Trade

brand Coco de Mer has gained extensive press coverage in the UK, including The Telegraph, The Guardian and Harper’s Bazaar among many other leading titles. The 32-piece range of exclusive lingerie is available from Coco de

Mer’s website and their boutique in Covent Garden, and will also be stocked by Selfridges, Net-a-Porter, Harrods and Matchesfashion.com.

Another UK licensee who has gained press attention is Philippa Craddock, whose fresh floral creations were seen at the wedding of the Duke and Duchess of Sussex. The florist has now launched a range of faux flowers utilising the V&A’s comprehensive collection of botanical illustrations, making everlasting displays possible whatever the season.

This year has seen the V&A diversifying across categories and driving innovative product ideas in the global market place. With 20 product range launches before the end of the year, the V&A’s brand licensing team certainly have a busy and exciting Autumn schedule.

fashion. Continuing the foray into fashion in the Japanese market the museum has signed up with women’s apparel brand Keith.

Closer to home, the high-profile collaboration with luxury lingerie and nightwear

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HERITAGE

The UK’s Natural History Museum

Where fossils meet fashion and T-Rex meets T-shirts

Fossils, insects, gemstones, birds, dinosaurs: millions of years of natural history in numerous forms has inspired the UK’s Natural History Museum – and is now inspiring a heritage licensing campaign unlike any other.

If you’re looking for a definition of heritage licensing you could, in theory, look no further than the Natural History Museum licensing programme: a campaign that takes inspiration from the many millions of specimens housed in a building that is one of London’s most iconic landmarks.

There are artefacts, ranging from full-sized dinosaurs to tens of millions of tiny specimens.

There are hundreds of thousands of original drawings, paintings and prints. The wealth of material that can contribute art, images and inspiration to the Natural History Museum’s licensing campaign almost constitutes an embarrassment of riches. But this diversity also expresses the true identity of the brand: a heritage brand, yes, but one that can be associated with science, nature, history, design, style, fashion, art, ethics, sustainability and much more.

However, it is the way these resources

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have been used that make this unlike any other heritage licensing programme. All are employed either as product or design inspirations in their own right or, as part of style guides, which have been ingeniously harnessed to inspire multiple categories of product: from practical science kits to kids’ t-shirts and from ceramic tiles to a 34-piece womenswear collection.

As you might expect, the Museum has made good use of its strength in science and natural history to license practical items that reflect its name and aims – product ranges that reflect the core values of the Museum and inspire a love of the natural world.

Children’s ranges in particular have benefited. This is a strong target for the refreshed Natural History Museum campaign – and one that is already bearing fruit, notably with childrenswear. This year has marked the beginning of a two-year partnership with FatFace, which has seen, and will continue to see, a number of collections launched up to Christmas 2019 showcasing the different areas of the Museum and covering a number of childrenswear categories, including tees, hoodies and sleepwear.

M&Co’s apparel range for children under the

theme of exploration, which has performed very well in-store, is based on Explore the Plains, one of the categories offered by the Museum’s children’s style guide.

This year also saw the first Natural History Museum seed range, in collaboration with Seedball, and an all-new science kit range launched with Great Gizmos. Star Cutouts signed a new agreement and launched its first three cut outs (Triceratops, Tyrannosaurus and Velociraptor) this summer.

Adult product ranges, by contrast, focus on trend-inspired creative directions, drawing on the Museum’s rich art collection and vast historical archives and using them within a contemporary context.

For example, the Museum’s licensing team recently worked with Oasis on its first 34-piece

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HERITAGE

womenswear collection; it was supported by a press launch dinner within the Museum, bespoke Natural History Museum branding and window displays in-store. The collection, based on the Museum’s botanical illustrations, received a wide array of press coverage: Times Magazine, HELLO! Fashion Monthly and the This Morning Live catwalk show in Birmingham all name-checked it.

As well as such illustrations, made available to all licensees, a major source of support for many adult product ranges has been the development of the adult style guide which takes images inspired by the Museum’s artefacts and exhibits and combines them in collaged, kaleidoscopic and other appealing design styles.

All of which – art, style guides and more – constitutes a diverse selection of inspirational material that is used to its best possible effect.

For instance The Hut Group’s print-on-demand products – based on both the children’s and adults’ style guides – was a recent launch, while Visage Textiles is launching its first fabric collection based on the children’s style guide in October and will be stocked in such retailers as Hobbycraft.

New wooden prints and an existing range of branded ceramic tiles from StoryTiles make witty use of historical illustrations of fish from the Museum’s archives. West Design

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Products will also offer adult crafting products that will launch in early 2019.

As they prepare to highlight these successes at BLE 2018, the members of the Museum’s licensing team are expecting an even busier 2019.

Supporting and guiding licensees are important parts of the campaign’s overall focus. Thus, building on the success of the children and adult style guides, the team will be launching all-new dinosaur illustrations, a trend pack and a new style guide at Brand Licensing Europe.

The new dinosaur trend pack makes use of 26 new dinosaur illustrations that have been developed alongside the Museum’s palaeontology department. This trend pack takes its references from an upcoming spring/summer 2019 trend.

The pack includes iconography such as footprints and plant life from their prehistoric environments, as well as fun typography and graphic detailing. The result has a subtle educational feel combined with a strong design route in which to utilise the new dinosaur illustrations.

There’s also a new style guide called Future Scientist, which highlights the fantastic world of the sciences (specifically those practised at the Museum), showing how fun and accessible these sciences are to younger children via a beautifully illustrated creative direction.

BLE will also see the team showcase the influential book Werner’s Nomenclature of Colours, an iconic taxonomic guide to colour, used by Charles Darwin and cherished by naturalists and anthropologists for over two centuries. It will be highlighted as a potential new creative direction for product – for example an art supplies range is one category that could be based on the style of the book and the elegant colour descriptions contained within it.

NHM licensing is also working with brand collaboration agency Glue Creative Thinking to strengthen its collaboration portfolio.

The focus will be on new categories and ethical consciousness (another strong theme of the Museum’s campaign).

An early partner is stationery and design studio Alison Hardcastle, but a number of

other brands are already in discussion with the Museum.

The team is also interested in growing new areas within the children’s market including puzzles, learning (STEM), accessories, back-to-school and food & drink. For adults, the team is looking to explore puzzles, art supplies and home furnishings. There is also interest in increasing licensing activity into new territories after a successful touring programme that has recently seen products developed for both Japan and Taiwan.

Maxine Lister, Senior Licensing Manager, Natural History Museum, says: “The focus at BLE this year will be showcasing our new style guides and looking for partners in new categories. Off the back of a very successful 2018, we are really excited to explore new areas of development and increase our visibility at retail.”

The Natural History Museum is encouraging future generations of scientists through fun and learning, strengthening brand awareness beyond the Museum walls and producing memorable and appealing licensed product across multiple categories.

It’s an offering that really could not have come from anywhere else.

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HERITAGE

The Royal Horticultural Society

Branching out after 200 years This year could see the RHS brand break the one million pound royalty barrier for the first time. It’s proof of the enormous appeal of the RHS to licensees operating not only in gardening categories but in many others, from confectionery and cards to womenswear and even craft gin.

This year has been business as usual for the UK’s Royal Horticultural Society. If, that is, managing the highest-profile gardening charity in the UK counts as business as usual.

This is a name that has been famous for over 200 years and that today welcomes millions of people to its gardens and shows.

It’s also a major brand enjoying continuing licensing success in gardening categories; no fewer than ten RHS licensing partners are exhibiting at gardening retail event Glee. But non-gardening categories are also growing – in number and variety – which means that Cathy Snow, Licensing Manager, RHS, and her team have to manage a programme that licenses or endorses some very diverse product aimed at equally diverse customer

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profiles.

That they have successfully done so underlines the success of the RHS licensing campaign since its reinvention in 2015 – and is in no small measure due to the charity’s style guide. Licensees already have access to 1,000 cut-out images of flowers, foliage, fruit, vegetables, birds, animals, insects and patterns featured in the RHS Licensing Style Guide. They can also seek inspiration from over 25,000 original artworks for the RHS Lindley Library – the world’s finest collection of botanical art – and thousands of photographic images.

The result is that this year could see the RHS brand break the one million pound royalty barrier for the first time.

This success has been a result of Snow’s team continuing to build the brand – in both gardening and non-gardening categories. In fact at the moment, UK Greetings, with its Henry-nominated Royal Horticultural Society greetings card and giftwrap collection, is the highest returning RHS licensee. The vast library of resources and the positive associa-

tions of gardens and gardening have helped to bring the brand to confectionery, gifting, stationery and much more outside the core gardening category.

There’s now even a fashion angle. Women’s contemporary occasionswear brand Coast partnered with the RHS in 2017 for a B&LLA-winning limited edition collection of outfits using floral designs inspired by the RHS Lindley Library and, says Cathy Snow, “we’re very excited about the next occasionwear range currently in development with Coast and launching in spring 2019. “ Another licensee, Warner Edwards, a craft distiller and creator of award-winning, handmade artisan gins, has way exceeded forecasted sales of its RHS licensed Honeybee Gin. This is a strong addition to the strand of the RHS licensing programme that promotes UK craft businesses but it also has a genuine environmental and gardening component, says Snow. “Warner Edwards has not only sponsored a new educational shelter in the Heather Garden at Wisley – incorporating boards that explain to visitors why bees are so important – but it has installed hives at the garden too so we can make a Limited Edition Honeybee Gin with RHS honey!”

This of course brings us back to the core business of the RHS – gardening – which is attracting a strong stream of new licensees and new products from established ones. Assured Products Limited, offering the first-ever RHS

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HERITAGE range of outdoor cleaning and garden maintenance products, and multi-award winning manufacturer of garden and agricultural tools Burgon & Ball both licensees launched new RHS products at garden and outdoor living trade show Glee, where no fewer than ten exhibitors underlined the strength of the RHS brand in gardening and related products.

But it’s unwise to stand still in this business.

That’s why the RHS has unveiled an extension to the highly successful RHS Style Guide; it’s called the RHS Licensing Geometric Style Guide 2018.

The 22 new patterns in the guide, with evocative style names such as Pathways, Fleury, Dandy and Hearts, were created to reflect the current trend for geometric designs – but the inspiration for the patterns is far from recent.

They are inspired by formal garden design styles dating from the 1600s and 1700s.

Snow says: “We’ve seen some really good take-up in spring/summer 2019 product designs. Apta, our pot and planter licensee, launched a new collection of indoor pot covers for house plants using some of the new artwork at Glee in September. Half Moon Bay, a manufacturer and distributor of licensed and themed giftware, is using the artwork as part of its new product ranges too.”

The new artwork was part of an overall brand update unveiled to licensees at a special Licensing Reception held at RHS Garden Wisley on 25 June. The event introduced a brand update that included a powerful new brand message that encapsulates, in a few words, the RHS mission: “Inspiring everyone to grow.”

Snow explains: “The logo and strapline have been updated to be more open and inclusive.

Licensees have responded brilliantly to this change which will filter through on pack-

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aging, POS and products over the next few months.”

Meanwhile there are new markets in the sights of the RHS team. “We’ve seen an increased interest from younger gardeners, especially in response to the award-winning Rocket Science campaign and the Campaign for School Gardening,” says Snow.

Rocket Science, an ingenious concept which asked young gardeners to compare the growth patterns of rocket seeds that had been in space with those that had not, won Marketing Campaign of the Year at the Education Resources Awards 2017. The Campaign for School Gardening inspires and supports schools to provide children with gardening opportunities to enhance their skills and boost their development. The two campaigns have been popular with both teaching staff and pupils and proved that the brand had appeal to younger consumers. The next step is looking to develop a children’s style guide for a 2019 launch. “This is an important part of our 2019 strategy,” says Snow.

Clearly, if there had ever been any debate over whether RHS was a brand suited to numerous categories and consumer profiles that has long since been silenced by a list of nearly 60 licensees in everything from gardening gloves and chocolates to peat-free garden products and home fragrances.

You might even think Cathy Snow and her team simply have to field requests and sign contracts. You’d be wrong. Firstly, she points

out, “We’ve grown the team, but even with this extra resource we are still up against it to keep pace with all that is going on.” More importantly, she adds: “Of course, if we signed up everyone who showed interest in the brand our licensee list would be three times as long. But we don’t. A good partner must appreciate the brand, and have some knowledge of our shows or gardens and an interest in gardening itself. There has to be some sort of synergy between us, the potential licensee and the product.”

Some go even further. Gardening licensees Mr. Fothergills, Gabriel Ash and Stark & Greensmith, Burgon & Ball, The Original Muck Boot Company, Harrod Horticultural and many more licensees donate products to the gardens and support RHS shows, underlining the importance of their association with the RHS to their own brands. And, as Coast, Warner Edwards, the Gourmet Candy Company and many others make clear, the relationship with the RHS is proving a very valuable one for non-gardening brands too.

This is evidence that, properly managed, a licensing campaign really can not only build on a brand’s core appeal but address new categories – and even branch out, which is perhaps entirely appropriate for Britain’s best-known gardening brand.

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HERITAGE

Positioning a Heritage Brand for Tomorrow’s Consumers How a 100 year old brand becomes a 200 year-old brand

By Alan Kravetz, President & COO of LMCA

By definition, Heritage brands are icons of consumer goodwill that have stood the test of time.

Their longevity is a testament to their core mission’s relevance to consumers and their fulfillment of consumers’ expectations relative to the reliability of their products and services. These companies are pinnacle examples of how to build consumer trust, loyalty and support. In theory, a heritage brand should have a competitive advantage. They’ve carved out their positioning in the market, they have a core loyal customer base, and their brand evokes an authenticity that a modern company cannot easily manufacture. It is undeniable… heritage matters.

losing sight of what consumers most treasure about the brand, and to survive in this competitive landscape older brands must find new and inventive ways to refresh their brand and increase impressions with new and current customers.

Westinghouse’s global licensing program now generates over $3 billion a year in sales.

One way heritage brands can engage consumers in new avenues, that reinforce the value of their brand is through the use of strategic brand licensing. Heritage brands typically have rich stories and history supporting their strong brand identity. This foundational

background is an important value driver for consumers, especially when these brands are re-interpreted in a contemporary light. Extending into categories that complement the core equity of the brand and taking brands into new territories help build positive brand awareness and affinity. It also reinforces brand positioning and strengthens the loyalty of targeted consumers by generating multiple touch points, allowing for an expanded and more meaningful experience with the brand.

A great example of a heritage brand’s successful execution of licensing to achieve this objective is Roto-Rooter. As the largest provider of emergency plumbing services in the United States, Roto-Rooter® needed to boost

At the same time, a brand is not built on just how old it is. A brand substantiates success by remaining relevant in the eyes of consumers. In a world where contemporary brands are a dime a dozen and start-ups are disrupting industries with fresh and appealing products, services and designs— some of which we’ve never seen before— it is more crucial than ever that heritage brands innovate and transform to grow and preserve their reputation. The danger that many heritage brands face is becoming so caught up in tradition that change is viewed as a threat.

This mentality perpetuates stagnation and slowly dilutes a brand’s strength and relevance in the market as consumer preferences change and market conditions shift. There are ways brands can evolve their business without

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HERITAGE awareness for its emergency-based service and create new cost-effective touchpoints with consumers. LMCA engineered a strategic 360 degree brand licensing program that, among other things, brought Roto-Rooter into a full line of liquid drain cleaning products. The liquid drain cleaner helped consumers unclog early-stage problems, and the bottle had the toll-free number for the consumer to get in touch with a Roto-Rooter serviceman, if the problem persisted. This new product provided a clear solution to one of Roto-Rooter’s core dilemmas: making its first interaction with the consumer earlier and increasing consumer impressions by having products (and as such, the brand’s advertisement and “800” number) on retailers’ shelves. The brand could no longer afford to rely on costly, inefficient Yellow Pages to drive business, so this was an incredibly creative way to increase brand awareness and extend its brand into new distribution channels. That gave this heritage brand new and valuable exposure with consumers and, as a result, their core business grew significantly.

Another stellar example of a heritage brand reinvigorated – if not reinvented – through strategic brand licensing is Westinghouse.

Once one of the world’s largest companies, dominating both consumer and indus-

trial markets for everything from TV’s and appliances to powerplants and elevators, Westinghouse, after being acquired by CBS Broadcasting spent more than a decade with no operating businesses at all.

With a desire to bring back the Westinghouse name and introduce the brand to a new generation of consumers, CBS brought in LMCA to engineer a global licensing program that now generates over $3 billion a year in sales. While Westinghouse thrives in all of the categories you might expect for such a storied brand, the brand has been brought into entirely new categories that focus on the brand’s legacy of product quality and technical innovation and enjoys global distribution in many of these businesses.

There are plenty of ways heritage brands can innovate to stay relevant and increase impressions with consumers. We see more and more brands investing in innovation labs or tapping into outside innovation resources (LINK) to develop a pipeline of products they can create, test and bring to market.

Likewise, companies are performing internal audits to actively filter out ideas and products that are no longer effective or profitable in today’s climate. Strategic brand licensing is another tool brands can use to start exploring new territory and pave the way for new growth.

In order to evolve and grow, heritage brands must look to shed some older traditions for the sake of growing their core business. While some heritage brands have tremendous potential in today’s marketplace, it takes more than just a recognizable name to ensure market success. It takes evaluation, research and an innovative strategy to lay the foundation for

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Alan Kravetz, President & COO of LMCA a 100-year-old brand to become a 200-yearold brand. Sometimes that means thinking outside-of-the-box. If you do this well, the history and authenticity of your heritage brand won’t change, but your consumer base, brand equity and bottom line most certainly will.

About the Author Alan Kravetz, President & COO, LMCA LMCA is a leading strategic brand licensing firm and the only agency exclusively dedicated to corporate brand licensing. Working with some of the world’s greatest companies and best-loved brands, LMCA represents more than $6.5 billion in annual licensed product sales.

With over 30 years experience successfully growing brands and monetizing intellectual property Alan has led licensing programs domestically and internationally including those for AT&T, Westinghouse, Kevlar, Rockport, Tempur-Pedic and Frye Boots.

Alan holds an MBA and BA from Boston University and a Law Degree from Suffolk University School of Law.

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BRAND LICENSING EUROPE

Brands at BLE 2018

A look at some of the brands on show at this year’s show

2018 has been another exciting year for global brand extension agency Beanstalk, new client announcements included appointments

by Alessi, Bruce Lee and Electronic Sports League (ESL). Beanstalk also worked closely with other clients to launch new product ranges, added new licensees and expanded its geographic reach.

In Europe, Beanstalk was appointed to represent the iconic Italian design company Alessi. Founded in 1921, Alessi is a pioneer

in design-led, quality home products, and continues to lead with world-class collaborations with over 300 designers and architects.

Beanstalk is seeking new opportunities for Alessi in a range of categories.

Beanstalk client Bear Grylls, world-renowned adventurer and best-selling author, has partnered with Tobar to create a cutting edge range of insect powder health bars that will launch later this year in Europe. The first original American bar and grill brand, TGI Fridays has partnered with Manchester Drinks, a UK-based manufacturer, to launch a range of TGI Fridays-branded ready-toPAGE 56

drink cocktails. The new range is available in Passionfruit Martini, Pink Punk Mojito and Long Island Iced Tea and launched in September exclusively at Tesco.

Tinderbox, Beanstalk’s dedicated digital division, has been working closely with the Call of Duty franchise to expand its European consumer products offer to further establish the brand in the lifestyle space.

CPLG will be presenting new initiatives and creative assets across its lifestyle brands.

Lifestyle brands BBC Earth, Chupa Chups, England Rugby and Yale University will reveal new plans, partners and creative. Updates for new property Absolut, the leading brand of premium vodka, will be unveiled, with further representation in the lifestyle category to be announced.

Caroline Mickler Ltd is looking forward to another busy BLE. Visitors to stand A60 will be invited to hear about continuing licensing success for a wide range of brands led by The Beatles, Yellow Submarine, Moomin, Horrid Henry, Jamie Raven and Lord’s.

As the film celebrates its 50th anniversary, Yellow Submarine continues to excite licensees, with a presence in categories that now include Monopoly, graphic novels, apparel, homewares, bags and gifts, and, more recently, musical instruments and tents, all making full use of the extraordinary imagery associated with this groundbreaking film.

This campaign, along with the UK brand extension programme for The Beatles, has built

Deliso, the exclusive worldwide licensor of Sophie la girafe will reveal several deals with new partners during BLE (Stand B38).

TSophie la girafe continues to grow each year and has acquired a significant number of new licensees. While keeping her high-end positioning and with over 35 licensees, Sophie la girafe is now available in the mainstream baby categories: wooden toys, cosmetics, plush toys, bedlinen and more. In order to satisfy the consumers demand Sophie la girafe is currently targeting others categories such as stationary, nursery textile and accessories.

BLE will also see the presentation of Sophie la girafe baby products such as baby shoes and baby layette.

on the phenomenal awareness of The Beatles, successfully taking the multiple associations of the brand into a large number of categories across a wide range of products.

Hartwig Braun, the artist behind the Arty Globe brand, is exhibiting at BLE for the second time to build on the success of last year’s first show and explore further new licensing opportunities for his intricate hand-drawn artwork.

Last year’s show led to seven licensing projects with major jigsaw puzzle publishers from the UK and Germany featuring existing and newly drawn, bespoke, artwork. This year at the show, the artist is looking to expand into other market sectors through further new licensing relationships.

Hartwig’s different styles – from colourful & happy to graphical sophistication – lend themselves perfectly to a wide and diverse range of media, use and products.

Together with his business partner Isaac Lilos, TOTAL BRAND LICENSING

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they own ‘Arty Globe by Hartwig Braun’ - the established London brand, which has been making Hartwig’s intricate architectural city drawings illustrated maps available and accessible as wall art and through a collection of wide range premium products, since its inception in 2009.

The duo are now very keen to build on the success of their brand and explore new possibilities at BLE to take Hartwig’s artwork to the next level and to a global audience.

Hartwig Braun can be visited on Stand M20.

Howard Robinson will be found on Stands M26 to M28. For the second year in a row Howard’s Selfies was a nominated finalist in the LIMA International Licensing Awards held in Vegas. Currently 76 licensing partners around the globe are producing over 11,000 individual product items ranging from surf boards to wallpapers and even baby onesies.

Appealing to all generations has allowed for a strong presence throughout independent gift stores, tourist destinations and gaining mass market placements in Wal-Mart, TRU, Staples, Target, Meijer, Aldi, Office Depot, Carrefour.

Selfies continues to expand into new categories and territories. Home Furnishings have been a strong sector with a number of new licensees for bedding, curtains, cushions, accent rugs, blankets, Wall coverings and dog beds. After an amazing Licensing Expo further expansion into Gift and Collectables has added hundreds of new items to the catalogue of products available. A new range of Novelty jewellery is now available.

In the Automotive section there are plate frames, hitch covers, wheel badges, air fresheners and window stickers and i Sports, various new licensees have added product.

New additions to the Technology sector have included headphones, earbuds, phone cases, tablet covers, phone stands and credit card blocker sleeves and in Craft, new licensees for cupcake picks, buttons, wrapping paper and Scrapbooking stickers.

Imperial War Museums will present its diverse licensing programme inspired by

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the museum’s rich archives at Stand L42 at BLE. In line with this year’s BLE Food & Beverage theme, IWM will showcase its own bestselling kitchenware ranges: Victory is in the Kitchen and While there is Tea there is Hope. Drawing upon IWM’s First World War collections, the ranges highlight the potential for unique products with powerful and sometimes unexpected stories. Already a hit in IWM retail outlets, these unique designs are now available to license.

This year, IWM will also be unveiling new partnerships with The Gifted Stationery Company and Kent & Stowe. These new partners join IWM’s already prolific and diverse portfolio of licensees that currently include The Royal Mail, The Royal Mint, Airfix and Smart Fox.

A dedicated brand licensing team based in the UK are now supported by a local U.S. licensing agent, Spotlight Licensing, who are on hand to guide licensees through the museum’s superb collections and help translate them into successful product ranges.

JELC (Stand L65) is presenting a strong and varied portfolio including The National Gallery, I Like Birds, Crimestoppers, Silentnight, Help for Heroes and House of Turnowsky.

The National Gallery is the third most visited museum in the world, with an internationally admired collection of paintings in the Western European tradition. This collection has inspired a successful global licensing programme for which JELC is worldwide agent.

JELC has already signed up nearly 40 licensees. Recent additions to a growing number

of partners keen to associate with this brand include Blackstone Designs, with a new range of t-shirts coming to Top Shop this autumn.

The innovative and stylish design brand I Like Birds is also seeing strong growth for its avian-themed illustrations. I Like Birds now has four key licensing partners on board,

including Quadrille Publishing for stationery, Brown Trout for calendars, My Gift Trade for gifting and kitchen textiles and The Art File for I Like Birds greeting cards and wrapping paper.

With an 86% unprompted consumer awareness and 1.7 million unique visitors each year to its website, Crimestoppers is the only credible brand to license in the security and protection arena. Crimestoppers can now boast a number of strong partners, and more are expected to follow after recently announced plans to include prominent Crimestoppers branding on licensing partner products.

Celebrating over 70 years as the UK’s leading bed brand and family sleep expert, Silentnight is uniquely placed to unite and lead the multi-billion-pound sleep category. This is confirmed by its growing licensee portfolio, which includes products as wide-ranging as beds for pets from GHS and a (recently renewed) agreement with Benross for room diffusers, air purifiers and a sunrise and sunset alarm clock to help you wake up (and get off to sleep better).

JELC also represents Help for Heroes — the Charity founded to provide lifelong support to Service Personnel and Veterans with injuries and illness sustained while serving in the British Armed Forces.

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JELC’s latest property, House of Turnowsky, the luxury greeting cards, stationery and lifestyle brand, has been a famous name in its own right for nearly 80 years, with strong associations that will, JELC believes, translate into a presence in a number of categories.

Licensing Management International Ltd (Stand B90) will be showcasing new brands and highlighting memorable anniversaries for some of their established properties.

The International Space Archives licensing programme continues to expand, with 247 Mission patches available from many of the world’s space programmes, plus photographic imagery too. There is growing interest around the 50th Anniversary celebration of the famous NASA Apollo 11 mission that took place in July 1969.

British Motor Heritage, who LMI have represented for the past 16 years, has some exciting anniversaries coming up too in 2019.

It’s 60 years since the Austin-Healey 3000 and Austin Cambridge A55 first went in to production, whilst the Austin Cambridge A40 celebrates its 65th anniversary.

This year Chupa Chups has good reasons to celebrate. The brand has been in the market for 60 years and looks back on twenty years of licensing. Several Food and beverage extensions have been launched with success recently and Perfetti van Melle will throw a party at this year’s BLE which is putting the spotlight on the potential of food and beverage brands. True to its spirit, Chupa Chups will transport visitors to a fun world in its booth with lots of surprises and where everybody will be invited to its happy hour the first day of the show.

On the second day of the show Perfetti turns to the Brands & Lifestyle theatre where Christine Cool will participate in a panel led

by Beanstalk on what makes a successful food licensing programme. Later that day in a dedicated session on the company the licensing team will spill the sweet beans on the secrets behind twenty years of innovating with F&B brands in licensing.

The licensed brand family of Perfetti van

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Melle is very active with Mentos, Airheads, Chupa Chups and it keeps growing: a few newcomers, Brooklyn, Smint and Fruittella, will make their début this year.

The Open, golf ’s original championship will be featured with a putting competition open to all visitors at Stand M88.

Played since 1860 on iconic links golf courses, The Open is the sport’s most international Major championship with qualifying events on every continent. It truly is “Open to all the World”. For one week each year, the pursuit of the famous Claret Jug trophy is the focus of the sporting world, followed globally by millions of fans. Staged by The R&A, The Open delivers an annual economic benefit of up to £100 million to its host region, while the championship’s commercial success supports the development of the sport worldwide. The R&A is aiming to double its

re-investment into the game over the next 10 years to £200m, with £80m of that being invested into women’s and mixed golf.

Head of Retail and Licensing Jenny Brown says ‘Our Licensing vision is to develop a “must go to experience” to engage, inspire and connect with a global audience all year round. Licensing is a key vehicle to attract new fans to the sport through brand partnerships as well as a means of reaffirming the core values of The Open brand with existing fans, on a global platform, 365 days a year.

Key territories of focus are UK, Japan, Korea, China and the USAas well as digital, experiential and strategic brand collaborations across multiple product categories.

The Open putting simulator will be on stand M88 and Open merchandise from Hugo Boss and other prizes are on offer.

Admiral, the renowned British sports brand will be exhibiting at BLE, stand L56. Admiral has over 100 years of sporting heritage and is credited with creating the branded replica and football kit market in the early 1970s.

This was through the sponsorship of Leeds United FC. Admiral continued to work with the biggest football teams and started producing the England National football kit in 1974. During the 1982 World Cup Admiral produced one of the most iconic football kits of the of this century and is still rated as an England fan favourite kit design.

Throughout the 70’s and 80’s Admiral dominated football around Europe continuing to make iconic kits for the likes of Manchester United, Tottenham Hotspurs, Belgium National team along with many more. Towards the end of the 70s Admiral worked with teams in the NASL. The New York Cosmos won the 1978 title wearing an Admiral kit designed by Ralph Lauren.

The Admiral brand has also had prominence in cycling winning the Tour De France with the TI Raleigh team. Admiral also pioneered the replica kit market again, within cricket, working with the England Cricket team. England went on to win their first Ashes Series in nearly 20 years, whilst wearing Admiral.

Today, Admiral’s sporting heritage is being used to develop a contemporary, yet classic sports brand relevant to the style conscious consumer. This can be seen through their Spring/ Summer 19 collaboration with Represent Clothing, where four pieces from the collection were featured at Milan Fashion Week 2018.

There are four Admiral silos available to Licensees including Retro, Performance, Gold and Style.

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BRAND EXPANSION

Finally, a Cure for Brand Expansion Failure

Expand, Grow, Thrive offers a Fresh Approach I never would have guessed that I would end up with a career in Brand Expansion and Licensing. To be honest, I never had even heard of the vocation, or for that matter, the industry when I was in business school. Like many MBAs, I had set my sights on working in the field of corporate finance. Fortunately, I landed a job at The Coca-Cola Company and after graduation made the short trip from Chapel Hill to Hotlanta. I was pumped to be working for one of the world’s greatest brands, but after five years of crunching numbers, I was bored and ready for a change. It was then that an opportunity within Coke’s Licensing group popped up and as they say, the rest is history. (I would discover later that I am not alone; virtually everyone “falls into” licensing.)

As the newly dubbed Event Merchandising Manager, I had the privilege of working on projects for the Olympic Games, FIFA World Cup, and NASCAR. This is where I “cut my teeth” learning about brand licensing and how it could be used to extend and expand brands. Through my experience, I discovered that Partners, without any direct compensation, would create products and memories with consumers that would strengthen their connection with our brand. After my time at Coke, I was recruited to Newell Brands to manage Rubbermaid’s global licensing business. At Newell Brands, I saw how brands leverage licensing as a core component of their business. I would routinely call companies to let them know Rubbermaid would be expanding into their core category via licensing and that we hoped they would consider being our partner in that pursuit. I was continually flabbergasted to learn that most of those I spoke with didn’t have a clue as to what I was talking about! They had never heard of brand licensing, nor how beneficial it could be to the growth of their company.

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After leaving Newell, I decided to open my own consultancy with a commitment to education. I looked for books in my field and found that other than technical or “how to” guides there was a dearth that explained how brands expanded or extended through licensing. I was shocked that there weren’t multiple books on the subject despite licensing’s rich history.

For companies to thrive, business leaders and their employees needed to understand how brands optimally expanded and how licensing could serve as a catalyst to take their business to the next level. Moreover, they needed a simple model to measure a brand’s expansion optimality along with a set of guidelines on how to run an effective Brand Licensing program. And, wouldn’t it be great if BBAs and MBAs could take a course on brand expansion, extension and licensing so they could begin to consider licensing as a career path? I saw a significant gap and realized that it needed to be filled.

To help close this gap, I wrote Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands Into Global Brands Through the LASSO Method (Emerald Publishing, February 2018). My purpose was to create a resource that would educate “outsiders” about our industry, while helping brand owners and manufacturers optimize their licenses.

Realizing that narrative can be a powerful way to engage a reader, I filled the book with dozens of relatable stories. As I considered these stories, I pictured those manufacturers lassoing each great brand to make even greater products. That is where the LASSO Model concept originated. LASSO stands for Lateral, Addictive, Storied, Scalable, and Own-able; it is a system that can be used to measure the expandability of a brand. Readers are offered a scorecard to rate their brand against each element on a scale from 1 to 5.

By: Pete Canalichio Once the brand is assessed, they can input their scores into an algorithm to determine whether their brand is under-expanded, optimally expanded or over-expanded.

Each of the elements combines to give a “snapshot” of where the brand lies on the expansion optimality spectrum. That said, it won’t tell you whether your brand is under-expanded in one sector and over-expanded in another. That only comes from experience, knowledge and understanding.

Lateral: Powerful brands expand into new territories while staying true to the idea for which they are renowned. By doing this, these brands are able to continue to connect with people who know and trust them, and at the same time, to take the relationship into new spaces. This is particularly important at a time when more and more brands are looking to connect with customers across a broader front. Expanding a brand beyond its operating sector into wider life categories encourages fans to think of their brand in new ways, which is exciting.

Addictive: If a brand is to grow into other categories, it must generate curiosity. Each point of contact must be surprising and delightful in its own right. At the same time, that point of contact must motivate the buyer to come back for more, knowing that the experience they have the next time will build on what they already know. As they do so, the brand needs to find ways to make each experience consistently surprising and surprisingly consistent.

Storied: History makes a brand interesting.

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BRAND EXPANSION

Would you like to rate the expansion optimality of your brand or one that you are considering licensing? Go to petecanalichio.com/lasso. It only takes five minutes.

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Lateral Score Card Addictive Score Card Storied Score Card

Own-able: Finally, and perhaps most importantly, the brand must know what it owns.

This is a complex and involved area. Every brand today fights a battle protecting its IP against fast followers and copycats. At the same time brand owners must look to others to drive growth. While companies must protect their intellectual property through copyrights, patents, trademarks, and trade secrets to ensure long-term profitability and maintain market relevance, true “ownership” of the brand often lies with its consumers.

So, whether you are a branding expert or new to the industry, Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands Into Global Brands Through the LASSO Method combines powerful storytelling and unique access to the personal perspectives of topflight marketers who have developed truly world-class business growth programs to show how they have extended and expanded their brands. I hope it will both inspire and enlighten you to “think big and get big” as you expand, grow, and ultimately, thrive.

Scalable Score Card

Scalable: Achieving scale can be complicated. There is always a delicate balance to be drawn. An idea must expand to fill the bigger arena where it wishes to be seen. Yet, the brand must remain true to what people first fell in love with. The hardest point of scalability is knowing which parts to make bigger and which to adapt or omit. Brand licensing should be viewed, from a scalability point of view, as a form of merger and acquisition.

You are merging the brand of one sector with the momentum of another in order to achieve new levels.

The LASSO Method of extending and expanding a brand

Ownable Score Card

It adds heritage to what is happening. It helps people feel like they are part of something that stretches back way before their time.

Story also brings familiarity. Every human being understands the format of narrative; it is hard-wired into us as a way of sharing.

Brands that can expand through story are able to take customers on a journey that feels both familiar and new. Stories are involving and collective, but they are also personal.

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RETAIL

Online vs. Bricks-and-mortar

The inexorable growth of online retail sales, which is past outpacing the growth of bricks and mortar sales has many wondering whether the future of retail resides online.

Take Amazon. According to a recent study

by One Click Retail, the company took 4 percent of all US retail sales in 2017 and, astonishingly, was responsible for about 44 percent of all U.S. e-commerce sales last year.

According to LIMA’s Annual Global Report, the sales split between traditional retail and online channels continues to move towards online with a 76%/24% split report in 2017.

And licensed product, according to the same report, now has online sales of 25% of total sales - up from 23% the year before. In North Asia, the figure is even greater at 34%, largely driven by Asian giants Alibaba and JD.com.

So does this mean the end of bricks and mortar retail stores? Experts, interestingly, seem to think not. Euromonitor in the UK believes that whilst consumer habits are changing, and changing rapidly the vast majority of retail sales in the UK are still done in stores.

Consumers, it seems, want more than a store experience which they can get easily, often cheaper, and quicker online.

To differentiate bricks and mortar, clever store groups are now increasingly looking to experiences rather than just straightforward shopping. Consumers want to go out to dinner and see live music or go and buy workout clothing and attend a yoga class in the same store - something that is being offered now by high-end US athletic wear brand Lululemon.

Toys R Us, which should have been able to offer the ultimate in shopping experiences, missed a trick (or two!). Retail stores are no longer just shelves full of product. There has to be excitement and more than shopping to

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The future face of retailing?

keep consumers in stores. As a retail analyst said when Toys R Us declared bankruptcy, “You would think it would be quite difficult to make a toy store boring. But Toys R Us managed it very effectively!”

In the UK whilst factors affecting the whole world of retail are at play - the relentless growth of Amazon, a growing shift away from physical stores and a consumer shift towards doing instead of buying, the added unknown in the UK, certainly at the moment, is the Brexit factor. Add this to stagnant wage growth, a lack of progress on Brexit which undermines consumer confidence, increased business tax rates and some extreme weather and it comes together to form a perfect storm.

London was the highest ranking market in Europe last year for international retail presence, according to CBRE’s How Global is the Business of Retail Report. But the UK’s market is only a small drop in the $20 trillion global retail ocean.

So what’s happening with the other $19.5 trillion? It seems that the UK is far from being alone in its retail woes. Struggling economies across Europe in the last decade

have contributed to the region’s retail decline.

According to Deloitte’s Global Powers of Retail 2018, Europe’s share of the Top 250 global retail revenues has dropped from just under 40% to 33.8% in the last ten years.

Further afield and North America holds far more influence over the retail market with over a third of the top 250 retailers generating half of the revenue.

The region is, however, one of the last domestically focused markets with over 42% of retailers remaining single country operators.

The same is true, as perhaps one would expect in China where 90% of its retailers revenues are generated domestically. Interestingly, this is set to change with players such as JD.com and Alibaba gradually driving exports to overseas markets.

Elsewhere, emerging markets such as the Middle East and Africa are enjoying significant growth in terms of retail. Africa’s growing middle class has seen the modernisation of its retail sector and the Middle East saw growth of 10.9%, one of the highest performances in the world.

This success has been predominantly driven by bricks and mortar stores. In fact,

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RETAIL Asia-Pacific as a whole has seen a 1.2% store footprint growth.

What seems to be happening today, certainly in the USA and Europe, is very similar to what happened to retail some thirty or so years ago. The out of town shopping mall was bemoaned as a precursor to the death of the high street. It was taking people away from towns to places that were more convenient, offered ease of use, often provided eating and drinking outlets and generally made shopping simpler with all the key shops in a contained area.

But the high street didn’t die. It reinvented itself with smaller specialist shops and outlets that couldn’t be found in the giant malls.

And the cycle continues. Today, those same out of town malls are bemoaning the growth of online shopping.

The bigger retailers are beginning to realise that they have to offer more in order to attract and keep their customer base. Go into any of the large Tesco, Carrefour or Leclerc stores in the UK and France and, in addition to being able to buy anything from toys to food to lawnmowers, there are also cafes together with several other smaller specialist outlets such as opticians, book stores and more. Ikea was an early adopter of this philosophy. Each of their stores has a discounted restaurant and a organised creche where parents can leave their children. You have to ask why Toys R Us didn’t have one of these, as well as a multitude of interactive areas and experiences which would keep the kids - and their credit card carrying parents - in the store for longer.

Of the top ten global retailers, interestingly, five are European - Tesco, Carrefour, Metro, Schwarz and Untehmans. The last on the list - at number 9 - is discounter Aldi. Founded

by German Karl Albrecht, whose brother runs Lidl the German discount retailer has

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cleverly played into consumer’s hands - discounted prices and quality products.

Aldi has already made big inroads in the UK, jumping from the tenth to the fifth largest grocery chain within a decade. Now, Aldi is setting its sights on price-conscious American shoppers with a $5 billion investment to build 900 new stores in the US over the next five years. By 2022, it’s hoping to have set up shop in 2,500 locations. It will also spend $1.6 billion remodeling the 1,600 stores it already has in the US. Not to be outdone, Lidl, who opened stores later than Aldi, now have plans to ramp up their store numbers to over 100 this year.

In a move to counter the rise of Lidl and Aldi, the UKs Tesco has recently launched a new retail format named Jack’s after Tesco’s founder Jack Cohen specifically to challenge discount giants such as Aldi and Lidl. Britain’s biggest supermarket chain is reportedly considering opening up to 60 trial stores and adverts promoting the new stores state, “The new retail format will be operated separately from the core Tesco business and as such benefits offered will be different from those offered at Tesco.”

Proof perhaps that the future of brick and mortar retail isn’t all doom and gloom.

Indeed, even Amazon is making a case for physical retailers. Last year is acquired Whole Foods for almost $14 billion, in addition to several brick and mortar bookshops which it already has in the US giving the impression that a successful retail strategy includes a combination of online and offline. Physical retail shops allow their customers to go through different experiences that simply are not available online.

Factors like smell, touch, sounds and human interaction are still important and will all be a driving force for brick and mortar survival.

After all, experts estimate that in the US in

2020 more than 80% of retail sales will still take place in physical stores.

So is there a case for both online and brick and mortar stores coexisting? Experts seem to believe it depends on the product. Consumers looking to buy a car, a phone, furniture or special items of clothing are more likely to shop in-store. Those looking for everyday items- toothpaste or washing powder - are happy with the convenience of ordering online and having it delivered. Then there are products where consumers can buy online and collect in-store, combining both experiences. Click and collect has become more and more popular as it consumers can do their research online, order the item and then enjoy the experience of visiting the store, safe in the knowledge that they are buying what they were looking for.

Physical retailers need to reinvent themselves and showrooms and experiences where consumers can see how a product would work in their home, or learn more about it in a pleasant environment and then easily order the product on the iPad in the store. OK, so the biggest retailers such as Walmart will find this impossible but they have their own USP that they bring to the party. Different approaches from different store groups will be the key, as well the ability to adapt or drive future change.

It seems that simple predictions that webtailers will dominate and that consumers will purchase everything online, should be taken with a pinch of salt. In the end it depends on the type of retailer, the ingenuity of coming up with new ideas or solutions that make the shopping experience different - and better than online. All retailers have to continuously adapt and develop if they want to survive and proper.

The old-school way of retailing simply won’t cut it any more.

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CELEBRITY CHEFS

The World of the Hospitality House, a leading international hospitality, restaurant and real estate services firm, has signed a new licensing partnership with pioneering American chef David Burke.

Through its network of hotel, casino, airport, and commercial landlords, Hospitality House will begin to develop the David Burke brand in luxury properties throughout North America and the Caribbean.

Burke joins a list of HH’s other exceptional New York City partner brands, concepts such as Brooklyn Diner, Jack’s Wife Freda, Jay Z’s 40/40 Club, and Hill Country Barbecue, for which it has already begun building an international licensing presence.

“We believe his brand—one that embraces American cooking with a strong commitment to innovation and fun, is an ideal one to bring to the next level with a strong presence in luxury resorts, casinos, and hotels, said Hospitality House CEO Steven Kamali.

Over his thirty-five year career, Burke has built a reputation for whimsical culinary creations like pastrami salmon and cheesecake lollipops.

A visionary chef, his talent buoyed the success of iconic New York City restaurants such as The River Cafe and Park Avenue Cafe. His more recent success includes Tavern 62 by David Burke in New York City’s Upper East Side, and BLT Prime by David Burke. Licensing his brand to luxury hotels and resorts is the obvious next step.

The concept of a celebrity chef is certainly not new. Over a century ago, Auguste Escoffier made French cuisine world-famous and some of the dishes he created, such as the Peach Melba or the Tournedos Rossini remain classics.

And licensing their name to a restaurant is also by no means the first venture in expansion by a celebrity chef. Jamie Oliver, Carluccio and PAGE 64

Celebrity Chef

Wolfgang Puck have all licensed their names and styles to series of eateries - some more successful than others, particularly in the case of Jamie Oliver who, despite earning around $10 million a year from licensing partnerships, has seen his Jamie’s Italian chain’s well publicised lack of success. Tie-ups include Tefal pans, Hotpoint ovens and a wide array of cooking ingredients and equipment. as well as International deals include representing Sobeys in Canada and Woolworths in Australia And many chefs are taking their talents further than the perhaps most obvious restaurant outlet. Several have licensed their name to different cruise lines and others, such as Heston Blumenthal and Gordon Ramsey have lent their talents to airline food.

Interestingly, whilst the majority of wellknown celebrity chefs have licensed the obvious, such as kitchen and cookware etc, it is more restaurant chains such as Pizza Express and TFI Fridays who have their name now in the grocery aisles of supermarkets. Wolfgang Puck is perhaps the best known of chefs who targeted the supermarket aisles launching a line of frozen foods at the same time as his restaurant business back in the 1980s.

Publishing too, is an obvious, and for many a very lucrative license. Many chefs have not only produced the ubiquitous cookery books but their autobiographies are of as much interest to their fans.

And not all kitchens stars come from the expected route. Jamie Oliver was a junior chef discovered by producers when they were filming at The River Cafe where he worked. Nadiya Hussain came to fame when 15 million people saw her win the Great British Bake Off in the UK. Since winning the Bake Off, Nadiya’s profile and popularity has grown sig-

nificantly. Start Licensing are working with Nadiya to develop a brand licensing campaign. Since winning Bake Off Nadiya’s career has gone from strength to strength with a successful and high profile media career which includes TV programs, books, a magazine column and frequent appearances at live events such as the Hampton Court Food festival. Leading housewares company BlissHome have signed a license to create a range of kitchenware and kitchen accessories. Ian Downes from Start Licensing commented, “We are delighted to have BlissHome on board. They are a highly experienced and respected company in their sector. Nadiya and BlissHome have been working together to design the range. It really has been a genuine cooperation with Nadiya contributing fully to the development process. We expect to see product on shelf in 2019. Other deals will be announced soon.”

With success in stores, through a myriad of products, celebrity chefs should perhaps now target the most obvious of areas - the grocery store aisles.

Consumers are very geared to branded food products and, without a doubt, celebrity chefs can play an ever increasing role in this.

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INFORMATION

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INDEX OF ADVERTISERS China Licensing Expo............................................................................................. 65 Head......................................................................................................................... 7 Howard Robinson..................................................................................................... 9 JCB......................................................................................................................... 11 Juventus.................................................................................................................... 1 Licensing Japan...................................................................................................... 15 LIMA...................................................................................................................... 57 National Geographic............................................................................................... 68 Pink Key................................................................................................................. 13 Science Museum..................................................................................................... 41 Sports Merchandising & Licensing Show......................................................... 28, 29 Tempting Brands.................................................................................................. 2, 3 V&A......................................................................................................................... 5 West Ham United................................................................................................... 25

UPCOMING SHOWS & EXHIBITIONS Brand Licensing Europe Oct 9 - 11 www.brandlicensing.eu Frankfurt Book Fair Oct 10 - 14 www.buchmesse.de

Hong Kong International Licensing Show Jan 7 - 9 www. hktdc.com/fair/hklicensingshow-en Nuremberg Toy Fair Jan 30 - Feb 3 www.spielwarenmesse.de

MIP Junior Oct 13 - 14 www.mipcom.com/mipjunior

Magic Feb 5 - 7 www.ubmfashion.com

MIPCOM Oct 15 - 18 www.mipcom.com

New York Toy Fair Feb 16 - 19 www.toyfairny.com

China Licensing Expo Oct 16 - 18 www.chinalicensingexpo.com/en

Australian Toy, Hobby & Licensing Fair March 3 - 6 www.austoy.com

SMLS Nov 12th www.sportsmerchandisingandlicensingshow. com Pitti Uomo Jan 8 - 11 2019 www.pittimmagine.com Sports, Tailgate & Licensing Show Jan 22 - 24 www.sportstailgateshow.com

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Licensing World Russia March 12 - 14 www.licensingworld.ru

Did you know…?

To go with our Sports Feature, here are some little known facts...

Golf balls were once made of leather and feathers.

Athletic shoes make up 20% of all shoe sales in the U.S. Adidas spent 2 ½ years designing the soccer ball for the 2014 World Cup. The average lifespan of a baseball is 7 pitches.

The strings on tennis rackets used to be made with sheep intestines.

If Michael Phelps were a country, he’d rank No. 35 on the all-time Olympic gold medal list, ahead of 97 nations.

Princess Anne, daughter of Queen Elizabeth II, did not have to undergo gender verification at the 1976 Olympics due to “royal courtesy.”

Bob Beamon’s 1968 Olympic record in the long jump would have won the 2012 Olympics by almost two feet (6m).

Despite invitations, England didn’t participate in the first three World Cups, probably sort of figuring the misery that was to come. (It was actually a beef with FIFA that kept away the Brits.)

Sir Arthur Conan Doyle, the creator of Sherlock Holmes, played goalie for the amateur Portsmouth Association Football Club, which would eventually become the Portsmouth Professional team, than won the FA Cup in 2008.

Golf is the only sport to be played on the moon. On 6th February 1971, Alan Shepard hit a golf ball on the moon.

The very first Olympic race, held in 776 BC, was won by Coroebus, a chef.

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Just some of the places Total Licensing goes to in order to bring you up to date news and information from right around the globe.

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