Pioneer Europe’s Julie Dommett discusses the company’s approach to licensing.
Signing the best licences at the right time can, and has been, very beneficial for Pioneer Europe, says the company’s head of marketing, Julie Dommett.
Speaking to sister title, PartyWorldwide.net, Julie said that having licensed merchandise in the portfolio often offers the company the chance to interact with new customers, increasing overall sales.
“Licensing is hugely important to the party industry,” Julie commented. “Consumers, especially children, are always searching for products featuring their favourite characters, especially when it comes to birthday parties. We recognise this and aim to provide retailers with the best quality licensed products.”
Julie continued to explain that preschool brands – such as PAW Patrol – are particularly strong, while Qualatex also enjoyed success last year with its Jurassic World foil balloons.
The launch of Pioneer Party premium partyware ranges for Disney classics such as Bambi, The Little Mermaid and Mickey Mouse had also been well received.
You can read the full interview with Julie on sister site, PartyWorldwide.net, by clicking here.
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