A spotter’s guide to the good and bad of licensing, by Start Licensing’s Ian Downes.
I spend a lot of my spare time checking out retail shelves with an eye on spotting what’s happening licence wise. Good and bad.
I find this a great way of trendspotting and also identifying new business opportunities.
The downside is that I have been asked to leave a few shops as a result.
It is rather strange in the age of social media that shops have a ‘no photo rule’. Or, on reflection as one anxious shop manager said maybe I do look like a shoplifter.
Memo to self – leave the big bag, silver foil and wire cutters at home next time!
I also try to follow news services and blogs such as Retro to Go which provide some great insight into new products.
I was delighted when I was asked to write this update, not least as I believe as an industry we should be pushing ourselves to deliver innovative and quality products that are adding value to consumers. Hopefully I can highlight some of these.
It was via Retro to Go that I recently spotted an outstanding example of innovation and creativity in licensing. A classic Volkswagen Camper Van shaped cool box.
I understand this is produced by the Monster Factory who developed a VW Camper Van pop up tent previously. I think both these products show the benefit of fusing a good licence with an innovative product. The combination had delivered a highly original product that will catch consumer and retail interest. The licence has been used in a progressive way.
Recent news relating to VW in the United States illustrates how those involved in brand licensing have to be aware of the ‘wider’ brand and its activity. That said the licensing programme associated with VW Camper is propelled by the lifestyle values and heritage associated with the VW Camper Van which should help protect the brand in licensing terms.
Delivering creativity and innovation in licensing is an ongoing challenge and one that can be especially difficult with a well-established property. In this regard collectables company Royal Selangor’s Star Wars range meets the challenge head on and it has delivered an outstanding range.
It was presented in an eyecatching and entertaining way at the Autumn Fair including stand staff in costume and a display that reassuringly encouraged photo taking (ideal for social sharing, aka free PR).
The range of collectables will appeal to established Star Wars fans and delivers something new for them. It should also appeal to gifters and also draw in new consumers who admire the design quality and finish of the items. For the licensee it will help them stimulate interest in their brand and category.
By developing this range the highly relevant collectables category for Star Wars has received a timely boost. Royal Selangor has clearly embraced the opportunity with a real desire to deliver an outstanding range that has a premium feel to it and have set their bar high. Hopefully their efforts will be rewarded with good listings and sell through.
It was also good to see the partworks category embracing licensing again with the launch of a Doctor Who book series by Hachette. Partworks can deliver big returns and are high profile in TV advertising terms, but are also a licensing category that requires patience and nurturing as the development timeliness can be lengthy.
Sometimes in licensing it pays to invest in nurturing long-term relationships.
Ian Downes runs Start Licensing, an independent brand licensing agency. His Twitter handle is @startlicensing – he would welcome your suggestions for what to look out for.
