Thanks to Peppa Pig, the industry is back in the media spotlight.
‘Peppa Big’ is a headline typical of The Sun, but one which certainly sums up not only the sheer size of the preschool brand, but also just how important it is to the UK licensing industry.
Stemming from an idea that Neville Astley, Mark Baker and Phil Davies from Astley Baker Davies had in the pub back in 2000 (according to The Sun), the brand is now estimated to hit £246 million in UK retail sales this year. And, being really honest, who saw that one coming? I know that when I first saw the early episodes, the simple design and dialogue between the characters, it didn’t strike me as a show which would be such an astronomical success.
And not just in the UK, but all across the world – a feat which is notoriously difficult to achieve.
Since 2000, the brand and the team at eOne have received a number of awards, but I don’t think the way they handled the licensing programme in those early days gets the credit it deserves. When the show started to gather momentum, and consumers started to demand product, it would have been so easy to rush release lines. But the team held their nerve and waited it out, letting that fanbase build and build.
Of course, that time is a luxury that not many companies can afford, especially in today’s ‘want it now’ society. But it certainly paid dividends for eOne.
Of course, Peppa Pig isn’t the first licensed property to get the media all hot and bothered this year – Minions, Jurassic World and The Avengers have seen their fair share of column inches. And the appearance of LIMA UK MD Kelvyn Gardner on BBC Breakfast to talk about Star Wars: The Force Awakens and the impact it will have on UK retail – plus the ensuing newspaper coverage on early product sales – is surely only the tip of the iceberg.
Peppa Pig also isn’t the only good idea to be created over a pint or two. The best ideas are often born out of conversations between like-minded people, passionate about the industry they work in and looking to make a difference. I was lucky enough to start my career in journalism with one such individual, and now I’ve hit gold again with Max Publishing.
Even though our readers only got to see LicensingSource.net yesterday, the team behind it has been living and breathing it for a number of months – taking it from rough sketches (and, yes, maybe a few pub-inspired conversations) to fully fledged website (thanks again here to Bionic). Now I’m inviting you – the audience – to get involved too. Get in touch and tell me what you want to see (and what you don’t) and together we build something truly special which can benefit the UK licensing industry.
Samantha Loveday is the editor of LicensingSource.net. She can be contacted on saml@max-publishing.co.uk.
