Start Licensing’s Ian Downes spends a productive three days at Spring Fair and is encouraged to see licensing so well represented at the show.
This was the report that almost never was. They say there is a first time for everything and this year on my way the Spring Fair I had my bags searched and, as a result, my Start Licensing leaflets were confiscated.
Apparently I could be soliciting for business.
I tried to explain the nuances of licensing and that we had around 15 partner companies exhibiting, but there was no room for negotiation. I was told to throw my leaflets in the bin. Inspired by Products of Change I tried one last negotiation tactic and said this was wasteful, but security pointed out I could use the recycling bin!
I did make it through but it was a close call.
I appreciate the show’s stance on soliciting and non-exhibitors trying to sell at the show but, given I had participated in a meeting with the show organisers a few months ago about how licensing could be more of a feature at the show, I felt a little miffed!
Anyway, I spent three productive days at the show sans leaflets. It was good to see that there was a focal point on licensing with the inclusion of a Licensing Lab managed by Licensing International. This acted as a hub for licensing and was the venue for a series of educational talks and debates. This is a good move I think and a foundation from which to build further licensing activity at the show. There is no doubt that licensing and licensed products are a feature throughout the show. Building the relationship between the show and the licensing sector is a good thing.
As I walked the aisles between meetings (not sales calls) I made a few observations – 5 for 75 – this year is Spring Fair’s 75th anniversary. It is a fair achievement for a trade show to be running for 75 years. Yes, of course the show has changed and isn’t as large scale as it was, but in my view it still has a vital role to play in the gift business, not least I believe for smaller and start up businesses. It is a great forum for companies looking to build their businesses and extend their retail reach. But like lots of trade shows it has to move with the times and recalibrate itself to reflect current market needs. Things like the Licensing Lab are good moves in this regard.
Indeed, the first of my observations is to applaud the Giftware Association for the ongoing development of the Gift of the Year programme.
There was a dedicated area again for the annual awards featuring all the shortlisted products and it was also where ‘live judging’ took place. The Gift of the Year programme creates momentum and publicity for the sector plus, of course, individual companies. It is also a useful showcase for retail buyers to visit.
Licensed products featured in a number of categories with featured brands including The Traitors, Shaun the Sheep and the RHS. The Gift of the Year is a great initiative and one I think that will carry on growing in importance.
Heritage licensing is very firmly established in the market now. Companies like Museums and Galleries have pioneered licensing in this category and its stand this year was a great showcase for heritage licensing. It was also good to see companies like Custom Works at Spring Fair. It has been successfully working in the heritage sector for a number of years. It combines a retail portfolio alongside managing bespoke developments for heritage brands’ own shops. Interestingly it works with a good mix of heritage brands including the likes of Charles Rennie Mackintosh.
As the heritage sector becomes more competitive, the expertise of companies like Custom Works in regards to design and product development will become more important, not least as product ranges will need to be distinctive and offer a point of difference.
My third observation is a related one in regards to product development. It is good to see companies recognising the value in investing in product development and getting their reward for it.
Half Moon Bay is a great example of this. It has invested in tooling for 3D product – for example its Wallace & Gromit range features a high proportion of 3D product like mugs, tea pots and drinks bottles. These products lean in on the licence well and are very distinctive. This has been a development over time with a long-term vision. It has paid off with listings, sell-through and significant consumer PR.
Half Moon Bay shows that there is a real value in investing in product and taking time to nurture a licensed product range. Hopefully it is a sign that long-term licensing is in vogue.
It is also good to see more companies thinking about the environment, nature and sustainability in their products. Willsow is a great example of this with its RHS range which includes cards, calendars and Christmas Crackers. The products are plantable and have strong sustainability credentials. The RHS and Willsow are a well made match.
It seems more gift companies and brand owners are thinking about sustainability and environmental issues when developing products and programmes.
A final observation is that I thought it was good to see companies like Heart and Soul look beyond the usual suspects when it comes to choosing licences to work with. It markets Christmas Crackers and a new addition to the range is a set of crackers based on a Big Potato board game. It makes sense that a board game could crossover into this category with an emphasis on gameplay.
Likewise it is good to see stalwart licensees like Danilo developing new product formats in response to changing consumer demand and also taking advantage of new technology. Danilo has a range of Collector Boxes featuring football clubs like Liverpool and these products have a sound element to them. In the case of the Liverpool box, the iconic anthem You’ll Never Walk Alone sounds as you open the box. It is a product that is well placed to meet the growing demand for collector and fan products.
It was also good to see a number of ‘new to licensing’ companies such as DCUK which used Spring Fair as an opportunity to launch its partnership with Aardman and Wallace & Gromit. This is a reminder that trade shows create a great opportunity for new product launches and building momentum for new products.
All in all an interesting Spring Fair for me. Some vital lessons learnt, not least about leaflets. It was also good to see licensing so well represented at the show and encouraging to see the organisers thinking about the role licensing plays in the gift trade.
Ian Downes runs Start Licensing, an independent brand licensing agency. His X handle is @startlicensing and on Instagram he is @iandownesphotos – he would welcome your suggestions for what to look out for.
