This ad will be closed automatically in X seconds.

Why we’re backing the B&LLAs 2017: Happy Jackson

‘The most important factor in brand licensing is relevance’ say co-founders.

The most important factor in brand licensing is relevance, the co-founders of Happy Jackson have told The Source.

Giles Andreae and Heather Flynn said that if the consumer senses any kind of ‘cash in’, you instantly lose credibility and that can have long-term effects on your core business and the perception of your brand as a whole.

“Building really strong long-term sales in credible and relevant categories feels to us like the most successful approach for our – and many other non-entertainment – brands,” the duo commented.

“We work with a very tight bunch of licensees who understand exactly what we’re trying to do, and why we’re trying to do it.

“Designing the products ourselves from scratch, and working with our licensees’ studios to realise these designs into products, we think, really helps. This creates an authenticity, which resonates with the consumer.”

Happy Jackson is sponsoring Best Department Store or Mixed Retailer Brand Licensed Retailer Execution at this year’s Brand & Lifestyle Licensing Awards.

Giles and Heather added: “Designers, custodians and owners of brands are often far more closely invested in their products than, say, the big entertainment studios, so the room at the awards event is full of people who really care about that they’re doing.

“That’s a great feeling – and it makes a big difference.”

The Brand & Lifestyle Licensing Awards takes place at The Dorchester, Park Lane on Thursday, April 27.

Other partners on board include headline sponsor Brand Licensing Europe, LIMA, TLC, CPLG, Beanstalk, Golden Goose, Pink Key Consulting, TLP, Start Licensing, Octane 5, Brandgenuity Europe, The Smiley Company, House Beautiful and Country Living Magazine, PowerStation Studios, Corsair, Autumn Fair, Select Licensing and Monty Bojangles.

You can check out full details by visiting the dedicated website by clicking here.

For ticket enquiries, please contact Clare Davies of Createvents on clare@createvents.co.uk or call 01183 340085.

You can also click here to download a booking form.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
TfLlunchbox500x500
 
Designed by creative agency Crush Creative, the guide includes a set of colourful, illustrated assets that draw on TfL’s heritage and serve as a toolkit for licensees developing products for young audiences....
Tulipop500x500
 
Tulipop Studios - creator and owner of the Icelandic character-based Tulipop IP - is growing into new markets having secured a number of fresh deals....
YakkaDee500x500
 
Rachel Bardill and Liz Keynes - both well known and respected family and children's brand strategists - have come on board to further drive awareness for the preschool show....
AliceBurden500x500
 
In her new role, Alice will be responsible for steering and driving forward the strategic and creative direction of Toon2Tango, focusing on storytelling and creative development....
job
 
H&A is looking to further strengthen its team with the appointment of a supply chain planner....
SManners500x500
 
Industry trade body, Licensing International has responded to Labour's Budget from earlier this week, saying that moving forward 'beloved brands' will be more important than ever before in providing a point of difference....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.