We chat to Warner Bros.’ Rachel Wakley about Harry Potter, DC Burgers and why the future of licensing is so exciting.
“The past year has just gone so fast,” says Rachel Wakley, as she sits down to chat to Licensing Source Book exactly a year to the day that she took up the role of general manager, consumer products, UK & Ireland at Warner Bros. Consumer Products.
Since arriving from Tesco, the last 12 months has seen Rachel shape the team at WBCP, with a primary focus to make sure that it is set up to deliver for the next five years, as well as working hard to finalise key quarter four activations for this year. “We have a rich portfolio of franchises, and ensuring we are continuing to work with the best partners possible, are imperative to that success,” Rachel tells us. “The first thing I did at Warner was to get to know the team. In licensing, much like many other companies, alongside IP, our people are the most important asset to our business.”
The UK consumer products team is broadly split between category and retail from an external point of view, however supporting the whole function there is also a team of legal, franchise, finance and team support.
The category team is split into core business areas and is led by senior licensing manager Nick Stratton, with Seetal Patel, Emma Barker-Davies, Jennifer Judd and Sarita Parmar, while the retail team is headed up by retail director Anita Serradimigni, who is supported by Carl Franks and Andrea Aley.
For Rachel, the move from retailer – she was at Tesco for almost seven years, latterly as head of licensing – to licensor has been a smooth one. “Working in retail was an amazing experience,” she says. “I was lucky enough to work with some of the most talented, brilliant people. One of the most helpful mindsets I learnt at Tesco, which is proving helpful, is putting the customer at the heart of our decisions. I truly believe that everything we do, be that as a licensor or a retailer, needs to focus around the customer and our fans. If we know who they are and what’s important to them, then we’ll make the right decisions.”
Rachel says that there are a number of initiatives that she’s “very proud of” from the past year, although she is quick to point out that “everything we work on has a team of people who work exceptionally hard to deliver them, so I certainly can’t take credit for these alone.”
Rachel has highlighted three initiatives, starting with the recent partnership with Hamleys to bring the Wizarding World to life in its Regent Street store. “The team at Hamleys, as well as a cross-divisional team at WB – across franchise, design, category and retail – have landed a really impactful experience for fans,” says Rachel.
Meanwhile, January saw the launch of a Looney Tunes collaboration with menswear fashion designer Bobby Abley. “Unveiling the range at London Fashion Week was fantastic and seeing it come to life at both Selfridges and Urban Outfitters has been amazing.”
And then in July, WBCP launched its first ever range of DC Burgers and Sausages with Asda: “For the first time ever, British BBQs could feature official ‘Bat-burgers’,” exclaims Rachel.
There’s much more to come, too, and, although Rachel couldn’t be persuaded to share more, WBCP’s presence at Brand Licensing Europe featured more on the Wizarding World and DC franchises – including current big screen hit Fantastic Beasts: The Crimes of Grindelwald from the former, and Aquaman and new action-comedy adventure Shazam from the latter – as well as Wonder Woman, DC Super Heroes, Scooby-Doo, Looney Tunes and Tom & Jerry.
“I think the future of licensing is exciting,” Rachel concludes. “The retail landscape is a moving picture and that won’t likely ever change. As consumer behaviour evolves so to do the retail challenges and, in turn, the licensor challenges. Store executions, retail platforms, brand applications and, most importantly, the way we all think have to evolve.”
The quick fire round
Favourite film? “Twin Town – originally released by Film 4, it’s a small independent film set in my home town… which is definitely not a ‘pretty shitty city’.”
Who would play ‘Rachel Wakley’ in a film of your life? “Perhaps Gal Gadot would be a step too far, so maybe Ruth Jones.”
Favourite holiday destination? “Anywhere hot with minimal creatures! I’m terrified of birds and pretty much anything with more legs than me. With that in mind, I’d pick Las Vegas for a grown-up holiday and the South of France with the kids.”
Best thing about being Welsh? “The rugby, the sense of community, the understanding and appreciation of hard work… I could go on forever! To paraphrase the poet Brian Harris: “To be born Welsh is to be born privileged. Not with a silver spoon in your mouth, But music in your heart and poetry in your soul”.”
Brand you would most like to work with? “I’ve been lucky enough to work on some of the biggest and best brands in the world, so I’ve already covered a lot of them. I have a list of brands I’d like to partner with though… fingers crossed for 2019!”
Favourite brand in the Warner Bros. stable? “That’s like asking me to pick my favourite child!”
Online or high street? “I honestly believe that there is a time and place for both.”
This feature originally appeared in the autumn 2018 edition of Licensing Source Book. Click here to read the full publication.
