This ad will be closed automatically in X seconds.

How Spot is gearing up to be fabulous at 40

Penguin Ventures discusses just some of the plans for the classic publishing character.

As the home of Spot publishing, Puffin will release a commemorative edition of Where’s Spot? alongside a range of new preschool publishing to celebrate the 40th anniversary. Marketing activity will kick off to coincide with World Book Day and will continue on May 16-17 in bookstores nationwide.

Sarah Hulands, junior brand manager at Penguin Ventures, explained: “We are targeting the nursery space via partner activations including a partnership with Sport Relief in February, which will see Spot feature as the ambassador for their nursery fundraising campaign, and also with Fit for Sport, who will be developing a programme to promote fitness within preschool settings throughout spring.”

The illustrations in Eric Hill’s books will be the inspiration for a range of anniversary licensed products. Rainbow Designs launched plush last year and will release wooden toys towards the end of 2020. Dennicci will roll out infant apparel across key grocers this quarter, and Smiffys will launch a range of dress-up in time for World Book Day. Play Press Toys and Boxine have also signed for greetings cards and audio figurines.

Having adapted well to changing times, Penguin Ventures has been building its digital footprint for Spot. Sarah continued: “We’ve launched a dedicated Instagram channel and ramped up our marketing activity on Facebook to ensure our community there will be the first to find out about our anniversary plans for Spot. We will be establishing a home for the existing Spot animation on YouTube.”

The brand’s refreshed creative treatment encompasses a style guide and trends which will be attractive to contemporary families. While moving with the times is key for success, Penguin Ventures also ensures the core themes of the property are kept central.

Sarah concluded: “While the way families are accessing content has changed immeasurably since Spot was first conceived, the core values remain as relevant to children today as they were 40 years ago.”

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

This feature originally appeared in the spring 2020 edition of Licensing Source Book. Click here to read the full publication.

MORE NEWS
TfLlunchbox500x500
 
Designed by creative agency Crush Creative, the guide includes a set of colourful, illustrated assets that draw on TfL’s heritage and serve as a toolkit for licensees developing products for young audiences....
Tulipop500x500
 
Tulipop Studios - creator and owner of the Icelandic character-based Tulipop IP - is growing into new markets having secured a number of fresh deals....
YakkaDee500x500
 
Rachel Bardill and Liz Keynes - both well known and respected family and children's brand strategists - have come on board to further drive awareness for the preschool show....
AliceBurden500x500
 
In her new role, Alice will be responsible for steering and driving forward the strategic and creative direction of Toon2Tango, focusing on storytelling and creative development....
job
 
H&A is looking to further strengthen its team with the appointment of a supply chain planner....
SManners500x500
 
Industry trade body, Licensing International has responded to Labour's Budget from earlier this week, saying that moving forward 'beloved brands' will be more important than ever before in providing a point of difference....
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.