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opportunity Toy World caught up with leading licensors to ask them what they consider to be the biggest challenges and opportunities for their business currently, and how they feel the pandemic has changed the licensing industry.
Francesca Lisle - Managing director, Lisle Licensing As an industry, I believe we are all facing similar macro-economic challenges which will carry over into 2022. It’s evident this has been driven by Brexit, followed by the Covid pandemic and the subsequent localised (UK) financial consequences. When this plays out on a global scale as it’s doing right now, for an industry such as ours - which is so reliant on international manufacturing, shipping, partnerships, conferences etc. - the impact is immense. We saw this early in 2021 with the impact of cost increases on raw materials; the situation sadly hasn’t improved. If anything, as we entered Q4, we saw the challenges exacerbated by delays with freight, which has created a major issue for the peak Christmas season. On the upside, the opportunity to meet in-person with licensees, buyers and our UK clients once again is great. We are looking forward to seeing our international clients at BLE for the first time in nearly two years. Whilst meetings on Teams have been a lifesaver, there’s nothing like a meeting face to face, in which you can properly interact, gauge reactions and make meaningful connections. Without doubt, the return to in-person trade fairs is also an opportunity for us to meet potential new clients, retail partners and licensees. It’s important we approach everything with positivity and do our utmost to make the most of every opportunity. The pandemic has certainly changed the way we work and how we present our business, be that to potential clients or buyers. In some ways this has been for the better. Less time in the car, on planes and trains. A smaller carbon footprint. That’s better for our general wellbeing but also for getting the job done - and it’s no longer taboo to be seen working at your kitchen worktop. There are those in our industry who have embraced the opportunity for change and the very obvious shift to online, and who have become quicker to react to retail demand. This can only be a good thing. But, on the flip side, it has made launching new brands slightly more challenging: there are retailers who seem to be more risk averse now. We need a way of meeting in the middle and working through these changes for the good of both our industry and consumers.
Kate Schlomann - EVP Brand Management & Content Marketing, Boat Rocker
We see huge opportunity for Boat Rocker’s ‘pre-Westoric’ pre-school show Dino Ranch, which airs on various Disney platforms around the globe including Disney Jnr. in the US and Disney+ in the UK. Jazwares’ toy line has just launched in the US and is performing strongly, and we have high hopes its success will be replicated in the UK and internationally. Series 2 will also land in 2022. We expect the franchise to grow significantly next year, helping to cement Boat Rocker’s position as a fantastic storyteller and franchise creator. Our lovable, huggable hero Love Monster will also see increased lines and distribution across toys, apparel and other categories next year in addition to the launch of Series 2. We are also really excited about a soon to be announced high-profile partnership and brand extension that will really help to strengthen and broaden Love Monster’s reach. I think the pandemic has demonstrated the resilience and strength of the licensing industry. At Boat Rocker, we’re pulling together with our partners to get through 2021 while also strategising ways to navigate 2022, with its continued container shortages and supply chain issues. Everyone in the industry is facing major problems with getting products to the right place at the right time. I think that as a result, we’ll see an increase in print on-demand and of sourcing supplies much closer to home.
