We delve into the licensing life of Octane 5’s EMEA business development director.
Denise Penn,
Director, business development EMEA, Octane 5
My route into the licensing industry went something like this…
I left school and found college dull so decided to try the world of work for a year, just to get some inspiration. I got a job at Woolworths head office, in the toys merchandise team, filling in forms and keying in orders. I stayed 7 years and made it to assistant buyer – Woolies has been the foundation for everything I’ve ever achieved since…..
How many years in the industry?
I worked on my first licensed stationery range in 1992. Product approvals were still mainly communicated by post and I used to love visiting our graphics provider in Leytonstone where we’d make changes directly to the colour separated film before the printing plates were made.
When I was growing up, I had no idea licensing was an industry so I wanted to be…
Well, accepting at a young age that I would not be a ballerina, I plumped for bank clerk. One week’s work experience, stapling cheque books, put paid to that idea, thankfully!
The deal I am most proud of is…
Coronation Street 50th Anniversary Celebration Roses. The Hilda Ogden rose had deep pink edges, like Hilda’s poorly applied lipstick. The Rita Sullivan rose was flame red, and the actress Barbara Knox, a keen gardener, became very emotional when she received her own plant.
My most interesting experience in licensing has been…
My time with ITV Studios. I learned a lot about the subtleties of television production and hope that I helped promote the idea that licensing can play an active part in the marketing of shows and engaging viewers enough to become consumers. It was also great to work with real time shows and ‘live’ icons. Cartoon characters don’t have opinions!
The best piece of advice I’ve ever received is…
Never comment on photographs used in toy packaging. Invariably the models are the chairman’s grandchildren….
If I wasn’t in licensing, I would be…
A programmer. I’ve been channelling my ‘inner geek’ for a while now and I would love to be able to write great code to automate processes like my colleagues can at Octane5.
Who do you admire most in the industry (and why)?
Our trade publishers, in particular Francesca Ash, who work tirelessly to bring us all the latest information on our industry, inspiring lively debate and enabling a view of the bigger picture.
In a film of your life, which licensed character would play you?
Wonder Woman – which is probably true of every working parent in the industry! A lot easier these days, but I still have to employ the ‘wonder spin’ to keep things on track during trade show season.
If I could change anything about the industry, it would be…
To continue to open up to new ideas and new entrants to the market. Back when I was consulting, as x-squared, much of my work involved introducing ‘unknown’ companies to the industry, who had struggled to be heard. Proud to say I helped a, now, big player in stationery/accessories get onto the first licensing rung. I found their products on sale in a store in Atlanta recently. That felt good.
