12 minute read
V&A Inspiring design ..................................................................................32
授权概览中国
无尽的设计灵感 之源
V&A 博物馆（位于伦敦的英国维多 利亚与艾尔伯特博物馆）屡获殊荣 的授权计划为众多产品类别提供了 几近无限的设计灵感源泉。在 2021 年，V&A 博物馆举行了一些精彩的 首次亮相活动，其产品供应和全球 影响力也在持续增长和扩大。随着 新被授权人加入和现有合作伙伴 发布更多新品，V&A 博物馆取得的 成就表明其在多个产品类别和领 域有着持续吸引力，让现有和新的 观众能够与其气势恢宏的藏品建立 联系。 东亚仍然是重点区域，而博物馆与 其中国授权代理商（品源文华）和韩 国（Infiniss）授权代理商密切合作，以 扩大产品类别，推出新系列并提高 品牌知名度。 自 2021 年初以来，中国市场已经迎 来了 50 多款新产品，V&A 博物馆 也继续在天猫旗舰店构建强大的产 穆夏的设计，这些设计出现在一 系列书签、包袋和文具上，还有
Tippoo's Tiger，这是收藏在 V&A 博物馆内的一款流行 18 世纪机
Quacky Jack
乐町
于中国主要城市的 37 家线下快 闪店内购买。品牌大使和热门红 人虞书欣推广了该系列，让 V&A 博物馆能够利用她拥有 1500 万 粉丝的微博账号来吸引年轻受 众。 女装品牌可可尼推出了丰富的 系列，其中包括六大系列，涵盖 百搭 T 恤、连衣裙和针织品等单 品。第一个系列“Voyage”于 9 月 登场，其设计灵感源自 V&A 博 物馆系列中一本精美书籍，而该 书主题为植物学、伊兹尼克陶 瓷和海洋主题设计和面料。趣 味系列内含精美插图，体现了 博物馆内一些惊艳 的物品及其故事， 而它们也巧妙地制 作为可穿戴的日间 单品。紧随其后的
可可尼
是“Deco Resort”。该
图，Cocoon 在此系
(John Tenniel) 为作家刘易斯·卡 罗尔 (Lewis Carroll) 红遍全球的 现象级书籍《爱丽丝梦游仙境》 所绘制的插图的各大类别，并与 V&A 博物馆当前引发轰动的展览
《爱丽丝：越发好奇》(Alice: Curiouser and Curiouser) 同期进 行。法国时尚配饰专家 Olympia Le-Tan 将热门书籍和玩味设计 重新打造为备受追捧的手拿包 和配饰；皇家铸币厂发行了两枚 可收藏的硬币；而美国门垫专家 Entryways 则为他们的欢迎垫注 入幽默气息。
Tippoo’s Tiger 管风琴
An infinite source of design inspiration
The award-winning licensing programme of the V&A (Victoria and Albert Museum, London) offers an almost infinite source of design inspiration for a multitude of product categories. So far, 2021 has seen some fantastic debut launches for the V&A and the continued growth of its product offering and global reach. With new licensees joining and more launches from existing partners, its success indicates its ongoing appeal across multiple product categories and territories, enabling existing and new audiences to connect with the V&A’s magnificent collections. East Asia is still a key focus and the museum works closely with their licensing agents in China (Alfilo Brands) and South Korea (Infiniss) on expanding product categories, launching new ranges and increasing brand recognition. In China, over 50 new products have launched since the beginning of 2021, continuing to build a strong product offering on the V&A’s Tmall flagship store. Popular themes include Alphonse Mucha designs, which feature on a range of bookmarks, bags and stationery, Tippoo’s Tiger, a popular 18th century mechanical organ held in the V&A’s collection, and the Quacky Jack series which includes unique bags, clothing, accessories, key rings and plush toys. Apparel continues to be a very popular category with three new launches this year for women and children in China. Ledin’s new range of fashion and accessories features prints inspired by some of the museum’s most popular holdings. Designs in the range include wallpaper patterns by William Morris, ballet designs by Léon Bakst
Quacky Jack
Ledin
and 1930s dress fabric by British textile merchant Tootal Broadhurst Lee. Ledin’s interpretation of classic designs showcase the V&A’s founding commitment to inspire creativity. The collection has over 24 pieces, including dresses, separates, scarves and hair accessories, available online and in 37 offline pop-up stores in major cities throughout China. Brand ambassador and popular influencer, Ester Yu promoted the range and enabled the V&A to attract a younger audience on Weibo on which she has 15m followers. Womenswear brand Cocoon has launched an extensive range which includes six collections, comprising of versatile tees, dresses and knitwear. The first collection, ‘Voyage’, launched in September and was inspired by an elaborate book on botany, Iznik ceramics and marinethemed designs and fabrics from the V&A’s collection. The playful range is beautifully illustrated, reflecting some of the museum’s incredible objects and their stories, cleverly crafted into wearable daytime designs. Soon to follow are ‘Deco Resort.’ a collection Cocoon of comfortable and casual clothing inspired by an array of travel and seaside posters and a marine-themed textile pattern, the ‘George Barbier’ collection featuring fashion drawings from the 1920s, to which Cocoon has creatively added luxurious details of minute beading and rhinestones, and several collections inspired by classic children’s tales ‘Alice in Wonderland’ and ‘Puss in Boots’. Aardman, the creators of Shaun the Sheep, and the V&A, have launched an inspired range of children’s clothing for the Italian sportswear label, FILA. Celebrating Art Deco patterns held in the V&A’s vast and diverse archive, the FILA Kids collection brings together the fun and creative character of Shaun the Sheep with the bold shapes and colourful look of Art Deco designs, held in the V&A collection. Other exciting debut ranges this autumn include a variety of categories featuring illustrations by the Victorian artist John Tenniel for the author Lewis Carroll’s global phenomenon, Alice’s Adventures in Wonderland, coinciding with the V&A’s current blockbuster exhibit Alice: Curiouser and Curiouser. Ranging from French fashion accessories expert Olympia Le-Tan, who re-imagines favourite books and tongue-in-cheek designs into coveted clutch bags and accesTippoo’s Tiger
sories, The Royal Mint released two collectable coins, and US doormat specialist Entryways, added humour to their welcome mats.
The V&A is recognised globally as a powerful endorsement of craftsmanship and excellence in design. With over 90 licensees, the long-established programme shows no signs of abating and continues to welcome opportunities to broaden its retail and merchandise offer through new collaborations.
A PIONEERING APPROACH
Introducing Global Trademark Licensing
First established in 2008 in Hong Kong, Global Trademark Licensing Ltd (GTL) has grown to become a leading global licensing agency with seven offices located in the US, UK, Germany, Singapore, Hong Kong, China and the Philippines.
As early pioneers in the Chinese market and with deep roots across Asian territories, GTL now ranks as one of Asia’s top five agencies, as well as being a top 15 licensing agency globally. GTL’s team of experts brings over 100 years of combined licensing experience across all major categories and a vast array of leading brands.
This Asia focus makes GTL a unique proposition and with its highly experienced team at the helm, ensures the agency is ideally placed to capitalise on the many growth opportunities in this dynamic region. The GTL team prides itself on extensive market knowledge combined with a pro-active, innovative and creative business development approach that delivers outstanding results for its clients. GTL also offers a number of associated services, including revenue collection, industry-leading audit and inspections, and trademark protection that provide peace of mind for its partners, who trust in the agency to represent their brands and interests like an extension of their own team.
RACING TO CHINA LICENSING EXPO WITH LEADING AUTOMOTIVE BRANDS
At China Licensing Expo in February, GTL will be showcasing its impressive roster featuring many of the world’s most famous automotive brands, including the London Electric Vehicle Company (LEVC), Lotus Cars, McLaren Racing, McLaren Automotive, Scania, Mercedes-Benz, Pagani, Jaguar Cars and Land Rover.
McLaren
GTL is proud to represent both the luxury supercar Automotive and Racing divisions of McLaren. McLaren Racing has one single mission: to win Grands Prix and World Championships. To design, build and operate a Formula 1 car at race-winning levels requires focus, ambition, imagination, dedication, and microscopic attention to detail. McLaren’s successful racing heritage has been driven by a relentless desire to innovate and this is reflected in their licensing programme. GTL’s partnership with McLaren Automotive has seen the agency help create a benchmark licensing portfolio across all major toys and collectible categories. These include ride on vehicles, radio control cars, replica models as well as a kids’ mobility range featuring scooters and balance bikes.
GTL has worked with McLaren and its licensees to ensure the programme is supported with extensive marketing and PR. Activations included stunts with Formula 1 drivers and a debut of ride on vehicles at McLaren’s stand at the Goodwood Festival of Speed. Additionally, to support McLaren’s fifth
anniversary of the iconic McLaren P1TM, GTL successfully supported the brand with the launch of the very first kids’ mobility range of ride on vehicles. GTL is focused on expanding the toys and collectibles programme further.
LEVC
GTL represents LEVC, which produces the iconic London taxi, on a worldwide basis and is developing a crosscategory global consumer products programme with an initial focus on toys, apparel, homewares, and gifting. LEVC’s history began in 1908 when they launched their first dedicated black cab specially designed and commissioned for use in London. With its unmistakable silhouette and classic design cues, this iconic British vehicle has defined the company for over a century. In 2018, LEVC introduced its latest taxi model, the electric TX, which is the world’s cleanest, most advanced taxi ever, powered by LEVC’s revolutionary eCity technology.
Lotus
By remaining true to the ethos of founder Colin Chapman, Lotus stands alone as a brand dedicated to pure drivers’ cars. Innovative engineering, cutting-edge technologies and advanced materials ensure that every Lotus proves the value of achieving performance through light weight. As Lotus moves forward with an exciting new strategy, GTL is supporting the company with an extensive licensing programme, working with top-class partners across the toys, collectibles and interactive categories. This activity will support Lotus’ ambitious product launch strategy, which includes ranges from Tamiya, Mattel, Scalextrix and Codemasters, with many more to be revealed soon.
Scania
Scania is a world leading provider of transport solutions and, together with its partners and customers, is driving the shift towards a sustainable transport system. In 2019 alone, 91,700 trucks, 7,800 buses as well as 10,200 industrial and marine engines were delivered to customers. GTL began rep-
resenting Scania earlier this year and, although the partnership is still in its infancy, there is already an incredible story to tell with many new licensees on board, including some of the largest players in the industry, alongside several new projects in the pipeline that will be revealed in the coming six18 months. For Scania, GTL is focused on seeking licensees across all major toys, collectibles, and lifestyle categories with a particular focus on kids’ mobility
Mercedes-Benz
GTL is proud to have represented Mercedes-Benz for over 10 years in the toys and collectibles categories with a major focus on trademark protection in China, as well as growing the licensing programme in the US and Asian markets.
Pagani
Founded in 1998 by Horacio Pagani, who Top Gear described as the “de Vinci of car builders”, Pagani Automobili SpA is an Italian manufacturer of hypercars. The first of its cars, the Zonda C12, was presented at the 1999 Geneva motor show. GTL is delighted to have represented Pagani for over five years in the toys and col-
lectibles categories and the agency is actively looking for new licensees to add to the growing portfolio.
Jaguar and Land Rover
Since the first Jaguar car was produced in 1935, they have pushed the boundaries of what is possible. The current line-up of seven Jaguar cars and SUVs includes the luxurious XJ, which celebrated its 60th anniversary in 2018, alongside the Jaguar I-Pace the ultimate all-electric SUV. In 1970, Land Rover released the first production three-door Range Rover. Met with widespread critical acclaim, it was the first vehicle to deliver permanent Four-Wheel Drive. Today, the family of Land Rover extends to seven vehicles, from the ultimate luxury of the Range Rover to the adventurous Land Rover Defender. GTL has been representing Jaguar and Land Rover in the toys, collectibles, and interactive categories since 2015 and has helped grow their brand licensing programme to be amongst the leading in the automotive sector. There have been many highlights over the years, including the launch and joint press conference of the Lego Land Rover Defender at the Frankfurt Motor show, alongside the launch of the vehicle itself. GTL is actively seeking new partners in the toys , collectibles and interactive categories to add to the existing business.
A DIVERSIFYING PORTFOLIO – GTL POWERS UP CROSSFIRE REPRESENTATION
Additionally, GTL will be heading to China Licensing Expo with a new addition to its growing and diversifying portfolio, CrossFire – a first-person shooter game that is now one of the world’s most renowned computer gaming titles. CrossFire has become one of the highest grossing online titles in China and currently boasts 670M active users across 80 countries. IP owner, Smilegate Entertainment, GTL is now seeking partnerships for the hugely successful property across all categories, including apparel & accessories, toys, collectibles, food & beverage, health, beauty & personal care, computer gaming electronics, publishing, promotions & partnerships, experiential and more. There are currently over 90 CrossFire consumer products sold in China through online channels that will also be available to new licensees, including Tencent QQ Mall and Tmall.
Since launching in 2007 as a PC game, CrossFire has successfully established itself over the past decade and a half as a cross-platform franchise with multiple touchpoints for its growing legion of fans. In the e-Sports space, there continue to be regularly scheduled league events since 2013, and CrossFire is now the second most played eSports game in China. The Crossfire World Championship has broken viewership records worldwide with 37.5 million unique viewers.
Crossfire also extended into a 36-episode web drama, which is jointly produced by Smilegate, Tencent Pictures, Yaoke Media, Spark Media and Lingke Shining. It has generated an estimated cumulative view count of over 2.2 billion since its launching in July 2020. The series tells a coming-of-age story about two young Crossfire gamers – played by famous Chinese actors Lu Han and Leo Wu Lei– trying to carve out a career in eSports.
Building on the success of Crossfire content, Sony Columbia is currently developing an original global theatrical film of the hit game. Tencent Pictures will co-finance and participate in the production of the movie, which will be produced through Neal H. Moritz’s Original Film label.
CrossFire has also entered into live events and attractions for fans in China, with Smilegate opening its first branded indoor theme park in 2020 in partnership with location-based entertainment company Grand Laser Strike Association. Located in Suzhou Center, China’s largest shopping mall and landmark, the CrossFire theme park utilises the in-game elements of the game to give Chinese fans a new experience of the game. Smilegate is planning to open five further indoor theme parks in China.
The diary for appointments with Global Trademark Licensing at China Licensing Expo (Booth Number E3C13) is now open. Please contact Summer Lin (summer@gtl-int.com) to book your appointment. For any general inquiries please contact inquiries@gtl-int.com. Additional company details can be found at: globaltrademarklicensing.com
