This ad will be closed automatically in X seconds.

‘Be persistent and be consistent’ advises CMC panel

Retail is challenging, but there are still opportunities out there to grow licensed product sales, say key execs.

Yes, retail may be challenging at the moment, but there are still opportunities for licensed products – and new IP – to build a presence.

That was the view of a panel of licensing executives at a session called Steps to Retail Success (sponsored by LIMA) held at the Children’s Media Conference yesterday (July 5).

Introduced by Sarah Fletcher, director of Maximum Licensing, the panel – Patrick Bailey, coo of Fashion UK/Global Licensing; Libby Grant, director of We are Bloom; Ian Wickham, director and co-founder of Licensing Link Europe; Gary Panton, commissioning editor, Ladybird; and Richard Hollis, licensing consultant – acknowledged that it was currently a tough retail landscape to work in.

“Retail is not in a particularly great state and the customer dynamic is changing, too,” Ian admitted when asked if it was tough for new IP to break through at the moment. “That certainly has to be taken into account with plans for both new and existing IP.

“However, there are still opportunities for new IP. You need to know your market and what’s happening within it. Check out what’s going on with other brands and how companies have successfully launched them into the market.”

Libby agreed that a big part to success is knowing which retailer is going to work best for your brand.

She said: “It’s being able to communicate your vision to the retailer; they will be buying into these brands for a long time, so don’t be afraid to be persistent. Be consistent. Target a retailer that matches where you see your brand; don’t just take a scattergun approach as retailers are looking for differentiation more and more.”

Patrick added that, from a licensee perspective, there are always opportunities for new brands. “When we go into retailers, they are looking for opportunities. As a licensee, it’s great to have a good mix of brands – classic and new. At the moment we are seeing a lot of pick up for gaming properties and this will be something to watch for next year.”

Gary pointed out that timing is perhaps more important than ever before. “You only really get one chance at retail now,” he commented. “I’m not sure that Peppa Pig for example would have been given 3-4 years to grow at retail now.”

Looking further ahead and into 2019, Richard noted that industry consolidation is a real issue. “There is potentially a danger from this as it could lead to shelf space all going to one place,” he pointed out. “However, looking at the trend for user generated content… could this feed through into user generated product?”

And Ian left the assembled delegates with this thought: “The business model used needs to be adapted. Product needs to get to market quickly and that can’t happen in certain sectors currently. It’s going to be a challenge working that out.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
SeminalBigPicture500x500
 
The company has appointed Big Picture Licensing to support and represent Seminal as an introducer agent model to identify and develop new innovative licensing partners on a global basis....
Smileypopups500x500
 
The move follows the success of the brand's franchise stores in China....
TomGatesstageshow500x500
 
Dynamic doodler, homework-hater and lover of snacks Tom Gates and his 'brilliant' world are being brought to life for family audiences across the UK in a new live show, Tom Gates EPIC Stage Show....
POPMoomin500x500
 
The partnership is part of the Moomins’ 80th anniversary celebrations in 2025 and marks the first of two collection releases, with the second due to debut in spring 2025....
HAAmbassadorsgroupshot500x500
 
The first ever celebratory lunch for the Honorary Achievement winners from The Licensing Awards and the Brand Licensing Ambassadors from the Brand & Lifestyle Licensing Awards took place yesterday (20 November)....
PeugeotWildBrain500x500
 
WildBrain CPLG will represent the Peugeot brand globally across selected lifestyle categories including home and garden, electricals, sports equipment, toys and infant products....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.