Retail Monster - retail giants

The Retail Giants

Retail Monster – exhibiting for the first time at Brand Licensing Europe this year – was founded in 2016 by Mike Connolly. Sitting down with Gemma Witts, Managing Director International, and Liesa Dornan, VP International Licensing and Brand Management, Becky Ash finds out more about the company, its strategies, and why the moniker Monster is entirely apt as it expands around the globe in a ‘mammoth’ way.

Gemma and Liesa explain further: “Mike Connolly, who set up Retail Monster in the USA, came from a background including Disney Consumer Products, then in 2017 expanded Retail Monster into the UK, to replicate the success in the States. It really is all in the name – we are a licensing agent of course, but everything we live and breathe by is retail. “We have the broadest retail relationships across buyers, merchandisers, trading directors, marketing - all the contacts across all of the major retailers. Which is absolutely invaluable to all of our clients.”

What sets Retail Monster apart?

“Our USP sits squarely within the retail relationships that we have. We work with clients to oversee their retail and marketing for licensing, which means we act on behalf of their consumer products teams to drive their programmes to retail. “When the business first started – as with every new business – we had to seek new business, but now in a very short space of time, Retail Monster is very much in demand and we are being approached all the time to bring the successful strategies we use to our clients.”

So building a reputation as a go-to agent for retail?

“Absolutely! People know we are the experts to come to.”

And how does this circular approach work within licensing?

“We go to retail first with a brand – guage their interest, what the hook would be for that brand or IP. We know what the range would look like, and we create the 360-degree marketing campaigns. We effectively give licensees an order book and ‘grease the wheels’ for them.”

Your clients must really like this!

“A lot of the groundwork has been done for them and it also works fantastically well for our clients, as we get more robust proposals and forecasts.”

And who are some of your clients?

“In the UK we are working with Mattel, Crayola, Sega and more. We drive the ranges, work closely with the licensees and we really own that retail relationship for them. On the licensing side we are predominantly kids’ entertainment and gaming, with EA, Gearbox and others expanding our reach.”

Tell us about the gaming side!

“We work with the gaming companies on a completely international basis. Gaming is so interesting because it can be broken down into so many, many sub-categories, and we try to help the buyers understand all the differ-

Liesa Dornan Gemma Witts

ent levels that come under the gaming umbrella.”

What’s really working for you at the moment?

“On the kids’ entertainment side, a big property for us is Karma’s World – it launched on Netflix and the CP line went live in the middle of July. Mattel is the master toy partner, and there are huge programmes and plans lined up in the next few months. It really has been a dream to work with generating great interest from retailers – there is a very wide programme building with Asda. It is a property that is very contemporary, very now, born in diversity and inclusion. It is what the retailers want but it is also a wonderful property, tying in with self-expression, dance, all things that girls enjoy. “The other major ones for us are Crybabies from IMC which has had a fantastic launch of the toy line and moving into the licensing programme, this will launch very early next year, in categories including apparel, accessories, publishing and back-to-school. We also have classic favourite Chuggington.”

What about some of your lifestyle brands?

“This is a real eclectic mix! From Crayola to Harlem Globetrotters! There is a real demand from UK retailers for American Sports brands. We also have Shelby, the classic car brand.”

Now, tell us about expansion plans for Retail Monster.

“We very quickly expanded into Europe, building the licensee base and retail network across the G5 – and we have now expanded into Asia! Using the power of the brands in our remit, including EA and Shelby – which are extremely strong in Asia. “We have formed strategic relationships with several Asian agents – we know our strengths and we are absolutely stronger as a whole. This way you have the unique expertise from people who know the markets – and the relationships are very reciprocal. Asian retail can be complex and nuanced - partnering with the right people means we are stronger as a unit. “The other major area that we have moved into organically is franchise management – working with clients through everything from content, licensing, marketing, social strategies – across the entire brand management. Also working with a number of production houses as well – some of the studios need the help to take their fantastic IP from the screen and into retail.”

Can you sum up in a few words your passion for the business and the ethos behind it?

“Retail Monster really is unique with its mixture in invaluable experience, 360-degree strategy – we are omnichannel, across bricks and mortar, digital, our team ‘speak Amazon’, ecommerce, which has enabled us to facilitate our partners and help them to manage their businesses. The team have incredible backgrounds, with many coming from Walmart, Target, Sainsbury’s and so on, so Retail Monster really brings unique expertise to its clients.”