Rainbow Productions’ Simon Foulkes on making ‘play’ while the sun shines across family festivals and events this summer.
LicensingSource.net catches up with a selection of licensees across a number of categories to find out their expectations for summer trading, how sell-through is going in their respective sectors, concerns and what they are most looking forward to as Q3 approaches.
Today: Simon Foulkes, md, Rainbow Productions.
“In our world it’s not so much making ‘hay’ but making ‘play’ while it shines. The summer months are Rainbow’s busiest in terms of events with the profligacy of family festivals and events. From theme parks, family attractions and holiday resorts through to horse racing and outdoor events, live entertainment is in tremendous demand and quality family time is not only required but expected. Consumers have never been so sophisticated in their demands for character-led entertainment.
Creativity is at the heart of live events and pushing the boundaries of expectations is not only self-fulfilling but, more importantly, driving consumer engagement.
By Q3, we will already be preparing for Christmas activations including shopping centre and retail tours by festive favourites such as the Elves Behavin’ Badly, The Grinch and The Snowman. Rainbow exists to put smiles on faces and all the time we can achieve this, it’s job done.”
This feature originally appeared in the summer 2024 edition of Licensing Source Book. To read the full publication, click on this link.
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