Total Brand Licensing Autumn 23

A Tempting Brands property

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BRAND LICENSING

A Total Licensing Group Publication

CO-PUBLISHER

Francesca Ash francesca@totallicensing.com

CO-PUBLISHER

Jerry Wooldridge jerry@totallicensing.com

EDITORIAL DIRECTOR

Rebecca Ash becky@totallicensing.com

OFFICE MANAGER

Helen Bowerman helen@totallicensing.com

EAST ASIA AGENT

Roger Berman, ZenWorks rmb@zenworks.jp

With thanks to all those who have contributed to this issue.

HEAD OFFICE

Total Licensing Ltd

4 Wadhurst Business Park

Faircrouch Lane, Wadhurst, East Sussex, TN5 6PT, UK Tel: +44 (0) 1892 782220 www.totallicensing.com

Welcome to this issue of Total Brand Licensing!

Rod Stewart, K-Pop, Dinosaurs, Downton, sweets, Traitors, Frida Kahlo and horticulture – not things with an obvious common theme, until you realise they all feature in this magazine. The autumn/fall issue of Total Brand Licensing is its usual eclectic mix!

In the run up to Brand Licensing Europe, where you can pick up this publication alongside Total Licensing’s other offerings, we are seeing a lot of intriguing extensions, creative partnerships and of course many brands moving into the location-based entertainment sphere, which is the theme of this year’s BLE.

Two big anniversaries also feature in this issue – Brandgenuity and Global Trademark Licensing both turn 20 this year. Global Trademark Licensing is now one of Asia’s top-five licensing agencies and has also recently acquired the rights to Lambretta. Brandgenuity is revving up its program around BMW, and is also taking a strong focus on sustainability.

Gracing our front cover is LMCA and the company highlights some of the work they are doing with big names such as Castrol, Kodak and Electrolux, outlining how they utilise the power of these brands and many more to build long-term, relevant licensing programs.

We’ve got some distruptors in this issue too – Australia’s Asembl, with its winning brand extensions, and All3 Media International, dominating the space with some of its entertainment brands.

The Marie Antoinette brand from Tempting Brands continues to see some clever deals being signed, and the V&A continues to wow.

There is growth among all sectors of the brand licensing world – including automotive, food and beverage, sports, fashion, corporate, celebrity, art – and we also have a dedicated focus on museums and heritage in this issue. In fact, I was fortunate enough to travel to Highclere Castle in the summer, (the instantly-recognisable home of Downton Abbey) to interview the owners of the magnificent house and see how they are focusing on heritage with a modern twist to keep the castle in the public eye.

So as the industry prepares to head to London for BLE, I can’t wait to see what will be on offer!

Total Licensing will be at stand E131 – see you there!

Rebecca Ash

Editorial Director

Total Brand Licensing

Happy Anniversary! Brandgenuity Turns 20

The agency has lots of exciting news in the works!

The Sims Brandgenuity was selected to build a global licensing program for the iconic life simulation game franchise, The Sims, targeted to its creative and diverse Gen Z and Millennial fanbase. Lifestyle categories will include apparel, accessories, collaborations, collectibles and games, publishing and more.

Brandgenuity Expands Partnership with Paramount in Europe

Expanding their relationship with Paramount in the UK!

In 2023, Brandgenuity celebrates its 20th anniversary. In 2003, four passionate licensing executives decided to join forces and launch an agency. Brandgenuity would focus

In addition to MTV and its sub brands, Brandgenuity will be seeking partnerships on behalf of Paramount’s TV and Movie catalogue including Emily in Paris, Teenage Mutant Ninja Turtles, Baby Shark, South Park, Spongebob Squarepants and more.

NFLPA Player Passport

passport came at the perfect time for players to become even more acquainted with the hosting markets.

A Focus on Sustainability

on leveraging licensing as a tool for strategic growth and providing hands-on client service. In 2015, the agency grew to expand into Europe, with Teri Niadna heading the London office and all European operations.

Brandgenuity teamed with the NFLPA to host the first ever NFLPA Player Passport Tour in June 2023, which included a packed schedule across both Frankfurt and London. Eight active NFL players were invited to attend the trip to build professional relationships for the NFLPA, as well as developing their own personal brands within the markets. With new products across the NFLPA portfolio launching during this year’s international games in London and Frankfurt, the Player

Sustainability continues to be top of mind for brand owners around the globe. Brandgenuity is continuously looking for ways to help deliver on this for clients and consumers. An exciting launch in 2023 was the Groundtruth x Ed Stafford Duffle Pack which is made from recycled components and materials including plastic bottles and captured carbon.

BMW Licensing Revving Up!

The BMW licensing program is continuing to delight its fans with its growing lifestyle licensing program that is appealing to a wide range of consumer segments. BMW and PUMA continue their fuel-driven relationship by recently announcing their latest collaboration, the 24H of Thrills Collection. Reflecting the essence of speed, power, and precision, this collection brings the exhilaration of GT and endurance racing into the world of everyday fashion. And, marquis eyewear partner, Marcolin, has a sleek line of BMW eyewear that’s reinforcing the brand’s design aesthetic. Visit Brandgenuity at Brand Licensing Europe, Stand C254.

JEEP COLLABORATE WITH MERRELL FOOTWEAR

Merrell®, the world’s leading hike and outdoor footwear brand, and the Jeep® brand announced they will launch the “Merrell Moab 3 Mid x Jeep” – a hiking boot built on the legendary heritage of the two icons.

The limited-run “Merrell Moab 3 Mid x Jeep” brand boot will be available for purchase on Oct. 16 in eight countries in both men’s and women’s sizes The boot is offered in three colorways, touting popular Jeep brand coat names: Sarge Green, Sting Grey, and Hydro Blue. The Jeep brand team previewed the boot at the North American International Auto Show (NAIAS) in Detroit from Sept. 13 through Sept. 24, 2023. NAIAS is considered one of the most influential automotive events in the world – fitting for the two Michigan brands to debut the collaboration.

“Adventure meets adventure with the ‘Merrell Moab 3 Mid x Jeep’ collab, and we’re thrilled to work with an iconic partner like the Jeep brand whose legacy has so much alignment to our own history on the trail,” said Merrell Senior Director of Brand Marketing, Lindsey Lindemulder. “The Jeep brand has a loyal fan base similar to Merrell, and these boots have on- and off-road capability for you to navigate any journey with confidence.”

“Moab, Utah, is the Jeep brand’s preeminent playground, and it’s only fitting we honor it with the landmark designs featured in the ‘Merrell Moab 3 Mid x Jeep’,” said Kim Adams House, Head of Licensing & Merchandising – All Brands, Stellantis. “The craftsmanship you expect, know, and love in our vehicles is matched in this trail-rated boot.”

The collaboration will be offered in the U.S., Canada, Taiwan, China, Japan, Peru, Panama, and Colombia while supplies last. It will also be available in select Dick’s Sporting Goods, Public Lands, and Atmosphere.

PINAULT ACQUIRES CAA

Pinault’s Paris-based holding company, Artémis, has agreed to acquire a majority stake in Creative Artists Agency (CAA) from asset management firm TPG.

CAA reps several kids brands, managing content deals for Jazware’s plush phenom Squishmallows, The Tiny Chef, Beano Studios and Ms. Rachel. The LA-based entertainment agency also manages A-list celebrities such as Brad Pitt, Reese Witherspoon and Steven Spielberg, along with emerging athletes through its CAA Sports division.  The CAA transaction is expected to close later this year for an undisclosed amount. Following the sale, CAA’s leadership team will remain on board, including president Jim Burston and co-chairs Bryan Lourd, Kevin Huvane and Richard Lovett. Singapore-based investment firm Temasek will also stay in the mix as a minority investor in the agency.  Artémis acquired the majority stake in CAA to diversify its portfolio and unlock new business opportunities for its brands, said CEO François-Henri Pinault in a release. The firm manages more than US$40 billion in assets, including luxury brands Gucci, Saint Laurent, Alexander McQueen and Christie’s.  Since launching in 1975, CAA has opened offices in key cities like New York, Singapore, Shanghai, Beijing and London in order to manage licensing deals for its wide range of entertainment and sports clients.

GULF OIL APPOINTS GOLDEN GOOSE TO DEVELOP PROGRAMME

Gulf has appointed UK brand licensing boutique Golden Goose to develop its strategic licensing programme internationally. Synonymous with high quality products, innovation and technical excellence, licensing will leverage the Gulf brand’s iconic racing light blue & orange colours and their immediately recognisable disc logo that have powerful associations beyond motorsport. Gulf is a lifestyle brand which can stretch into many areas to reflect the core Gulf brand values of Quality, Endurance and Passion. The brand personality is bold, spontaneous and confident and the licensed product will appeal to a consumer who embraces these traits and wants to make their mark in the world. Golden Goose’s Client and Strategy Director, Antonia Habdank-Toczyska said: “We look forward to creating branded collaborations for the immediately recognisable Gulf brand that is regularly voted as motor racing fans favourite livery.”

Sacha Davis, Vice President of Marketing for Gulf Oil International Group said: “Gulf has a history of successful branded collaborations so we know the Gulf brand appeals to consumers in the multiple countries where we operate. It’s all about being discerning about how we use our brand IP and always ensuring we develop high quality products with a strong brand fit.“

DESIGN BY CHRISTOPHER

Christopher Morse studied photography with Aaron Siskind at the Rhode Island School of Design, receiving a Bachelor of Fine Arts degree. He exhibits his photographs under the name, C E Morse.

All his surface designs are derived from elements in his photographs. In the beginning, Christopher’s colorful and complex designs were created purely for his line of silk scarves. Following their success, the designs are now available for licensing.

For more information, contact Christopher Morse. dbychristopher@gmail.com www.designbychristopher.com

AVIREX ENJOYS RETAIL EXPANSION

UK based sports and streetwear distributor Focus Brands has announced retail expansion in the UK for US military apparel brand, Avirex, with two new stores which opened in September. Working with commercial interior and experience design studio, White Room, the Focus team have developed a new design concept for the brand’s bricks and mortar shopping experience. A sleek, minimalist design with a nod to Avirex’s aviation heritage with silver and black metal fixtures and fittings and neon tube lights in the window and on the shop floor. Opened on the 15th September, the first London site is a pop-up on Soho’s Berwick Street and the second is on Fitzrovia’s Eastcastle Street, joining the Shoreditch store in Boxpark, which has been trading since the brand’s UK and European relaunch in July 2022. The Berwick Street store will become the brand’s largest retail site, while Eastcastle Street is smaller and will offer a more boutique shopping experience.

Head of Marketing for Focus Brands, Jennie Bianco, says, “Avirex has had a fantastic first year back in the UK and European markets, and we are thrilled to be in a position 12 months on from launch, that we are able to expand the brand’s physical retail presence. The majority of Avirex customers are located in the capital at the moment, and both the Berwick Street and the Eastcastle Street sites are great central London positions and just in time for the new season launch and peak!”

Established in 1975, Avirex has its roots in the US military, most famous for the iconic Maverick leather flight jacket. Avirex’s timeless designs, graphic badging and highquality fabrication has maintained its iconic reputation. Highly sought after by musicians and celebrities, Avirex jackets have been seen on the likes of Ludacris, Nas, Snoop Dogg, Rihanna, and most recently British rappers Aitch and Stormzy, Nigerian singer Burna Boy, British TV presenters Maya Jama and Amelia Dimoldenberg and English footballer Jessie Lingard. Focus have held the license for Avirex in the UK and Europe since March 2022, relaunching the brand back into the UK and European markets in July of that same year.

AUTHENTIC BRANDS BUYS QUIKSILVER

Authentic Brands have confirmed the completion of the purchase of world-renowned super brands Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Honolua and Boardriders.

Each brand comes with significant and recognised presence in the action sports and lifestyle industries. With the completion of the purchase, Authentic’s annual retail sales are now $29+ billion worldwide. They will shortly announce a roster of best-inclass partners around the world to help drive the brands in their next stage of growth.

LAURA ASHLEY

Laura Ashley has stepped into menswear with an exclusive collaboration with American fashion label, rag & bone.

The 10-piece collection includes hoodies, outerwear, shirts, trousers and accessories; all blending Laura Ashley’s romantic florals with rag & bone’s classic British tailoring and American workwear aesthetic. The range is steeped in nostalgia, incorporating styles synonymous with ‘80s or early ‘90s fashion, trends which are firmly making a comeback.

Carolyn D’Angelo, Senior Managing Director, Gordon Brothers Brands and President of Laura Ashley Global, said, “This collaboration marks a hugely exciting moment for the Laura Ashley brand, especially as we celebrate our 70th anniversary year.”

PRINGLES AND THE CAVIAR CO

The flavor masterminds at Pringles are joining forces with caviar powerhouse, The Caviar Co., to provide fans with the ultimate flavor experience – the ‘Crisps and Caviar Collection’. Inspired by the flavorful online buzz, the two forces united their culinary genius to craft a firstof-its-kind collection to bring the luxurious snacking trend to the masses and elevate everyday occasions. Expertly pairing Pringles® Original, Sour Cream & Onion and BBQ flavors with The Caviar Co.’s Classic White Sturgeon Caviar and Smoked Trout Roe, the collection features three ‘Crisps and Caviar’ kits with must-taste flavor combinations.

Fans can select from three kit offerings each stocked with a gold collectable caviar keychain to open tins and two spoons to enjoy this trendy snack at home or on-the-go:

Pringles x The Caviar Co. Smoky Shores: Pringles® Sour Cream & Onion expertly pairs with The Caviar Co.’s smoky and savory Smoked Trout Roe and decadent crème fraîche for a bright, tangy and balanced tasting experience. Plus, the kit is equipped with a Mr. P bow tie-inspired serving tray to showcase your culinary creations and enjoy on-the-go.

Pringles x The Caviar Co. Salt of The Sea: For a harmonious blend of crunchy, creamy and salinity, top Pringles Original with The Caviar Co.’s buttery Classic White Sturgeon Caviar and rich crème fraîche; enjoy on the Mr. P bow tie-inspired serving tray for peak presentation.

Pringles x The Caviar Co. ‘Crisps and Caviar’ Flight: Can’t decide between the two? We’ve got you covered with a full flavor flight of Pringles Original, Sour Cream & Onion and BBQ to pair with The Caviar Co.’s Classic White Sturgeon Caviar and Smoked Trout Roe and enjoy all six of the must-taste flavor combinations.

“From TikTok reviews to reality TV housewives, the nation is craving Pringles and caviar – and in true Pringles fashion, we’re satisfying the caviar-curious,” said Mauricio Jenkins, US marketing lead for Pringles. “Our partnership with The Caviar Co. not only embraces the trending snacking behavior in an approachable manner, but expertly curates our beloved crisp flavors with this seafood delicacy for a Pringles tasting experience unlike one you’ve ever had before.” No matter how snacking enthusiasts mix and match flavors, they’ll relish in the light texture, balanced flavor and uniform hyperbolic paraboloid shape of Pringles that perfectly complements this oceanic delight.

“Pringles and caviar are the high-low snack the world didn’t know we needed, but the combination is simply delightful,” said Petra Higby, chief executive officer and founder of The Caviar Co. “We expertly paired our high-quality, sustainably sourced caviar and roe with Pringles flavors that complement each other in taste, aroma and texture – the result is a must-try collection that takes the guesswork out of pairing and serving caviar, is sure to elevate any occasion, and brings your caviar dreams to life.”

The partnership was brokered by Kellogg’s exclusive global food and beverage licensing agency, Beanstalk.

NHRA PARTNER WITH ECELL GLOBAL

The National Hot Rod Association (NHRA) has announced it has partnered with Ecell Global for Official NHRA branded cell phone and device cases. Diehard NHRA race fans will now be able to show off their passion for the sport with a wide selection of NHRA branded cell phone and device cases. The licensing partnership was secured by JRL Group, NHRA’s licensing agency.  These NHRA products come in different styles with many of the iconic NHRA logos and images on gel cases and leather book wallet for most leading mobile phones and tablets, and stunning hard back cases and skins for your MacBook and laptops. Styles also include premium grade vinyl skins for your Xbox, PlayStation and Nintendo game consoles.

“We are delighted to be collaborating with ECell Global for these NHRA cell phone and device cases” stated Jeffrey Young, VP of Marketing at NHRA. “It’s a great way for our race fans to show their affinity for NHRA.”

ASPIRE TO LICENSE COLUMBIA AND CAMBRIDGE

ASPIRE, the Corporate & Lifestyle division of agency WildBrain CPLG, is expanding its collegiate brand roster with newly added representation rights for the New York-based institution Columbia University, a leader in research and higher education in the US and around the world.

ASPIRE will represent the institution primarily in India, the Middle East and North Africa (MENA), the UK and Europe in a new partnership, with the aim to grow the collegiate brand’s presence in lifestyle categories including fashion, apparel, accessories, backto-school, home and gifting.

ASPIRE has also been appointed to represent the University of Cambridge across its core IP for consumer products, alongside its consortium of eight University Museums and Cambridge University Botanic Garden. ASPIRE will rep the institution in Greece, Cyprus, Spain, Portugal, Italy, Turkey, MENA, India and the US.

The Enduring Appeal of Peaky Blinders

“This time, ten years ago, the world was slowly being introduced to the Shelbys, a Birmingham-based family that ran the most feared and powerful local gang, the Peaky Blinders. The show was unlike anything we had seen before...set in a post-war Birmingham on the cusp of the 1920s, viewers were taken into a dark and ruthless world, brought

including Brad Pitt, David Beckham, A$AP Rocky, Snoop Dog and Stephen Spielberg. In 2018, about 18 months after I joined what was then Endemol Shine (now Banijay), we announced we were representing a variety of global ancillary rights for Peaky Blinders. As a huge fan of the show, this was the dream brand to be working on. We had an incredibly exciting opportunity to establish something from the ground up, with one of the biggest and without doubt, the coolest shows in the world.

International Brand Licensing,

Brands

to life through Steven Knight’s dazzling and powerful recreation.

Peaky Blinders immediately garnered critical acclaim, and over the next few years, it seemed like Peaky fever had gripped the entire global population! A ratings smash, which has sold to more than 180 countries, the show even boasts some very well-known fans

Over the last five years, we have built an extremely diverse and exciting licensing programme for the brand, spanning 40 licensees across multiple territories and categories including gifting, gaming, live experience, apparel, publishing, accessories, personal care, and beverages. Highlights include the Legitimate Peaky Blinders Festival, which brought the post-World War 1 era to life for an unmissable weekend which included the cast of the series and performances by Liam Gallagher and Primal Scream; a mobile gaming experience, partnering with Yodo1 to integrate Peaky Blinders into the hugely popular Mafia City; and a menswear collection

with Kent & Curwen supported by David Beckham. We’ve also been very active in the beverage space with the creation of Shelby, an IPA created by Thornbridge Brewery; the first official Peaky Blinders wines (a Saint-Émilion and a Saint-Émilion Grand Cru) from the highly-regarded French vineyard, Vignobles Bardet, and the collaboration with Bushmills for the Irish Whiskey Prohibition blend by order of the Shelby company in the US. We will continue our successful live events, which have included escape rooms (from Birmingham to Brazil), location tours and barbershop experiences, our apparel ranges which have been available at retail and online, with the likes of Next, Primark and Tesco, multiple publishing deals and an extensive programme of gifting, stationary and grooming products.

Plus, this year, we have begun unveiling a number of special products to mark ten years of the show. Anniversaries offer long-running brands like Peaky Blinders a fresh hook to create something special for fans, and we have put a lot of work into creating a new style guide for our existing partners and new licensees, which will commemorate this milestone, with unique special edition products. Peaky Blinders is a once-in-a-lifetime show, and it’s a pleasure to be able to extend this enjoyment into people’s homes. Whilst its sixth and final season aired last year, consumer appetite for the brand shows no sign of slowing!”

Banijay Brands represents a range of global ancillary rights for the Peaky Blinders brand. The series is owned and produced by Caryn Mandabach Productions and co-produced with Banijay’s Tiger Aspect Productions. Caryn Mandabach Productions owns the global Peaky Blinders brand.

Top Brands Head to BLE

Top brands will be on display at Brand Licensing Europe, taking place 4-6 October at ExCel in London

BLE will host a new Location Based Experiences (LBE) Trail at this year’s event, which takes place Wednesday 4 – Friday 6 October at ExCeL, London. Including the Peppa Pig Afternoon Bus Tour in collaboration with Brigit’s Bakery and the Tiger Shark Hot Wheels Monster Truck, visitors will be able to get fully immersed in interactive features across the show floor.

With more than 25 offices around the world, IMG represents some of the world’s most prestigious corporate trademarks and institutions, sports brands, teams and federations, fashion labels, lifestyle, media, and entertainment properties, as well as major personalities.

Over the last few years, IMG has facilitated a range of creative and unique location-based entertainment (LBE) activations to help clients further build their brands and engage with audiences in impactful, new ways.

Talking about LBE’s rising popularity, Christian Zeidler, Vice President of Licensing, Dubai, IMG, said, “Post the pandemic, when the Homebody Consumer trend was causing havoc in the retail industry, Location Based Entertainment emerged as a perfect solution for many brands and businesses. It allowed them to combine leisure, hospitality and retail elements to give people a reason to leave the comfort of their homes. The industry’s double-digit growth is projected to continue in the coming years, supported by the recent technological breakthroughs in immersive video content, augmented, virtual and mixed reality, 3D project mapping, and more.” Recently, IMG facilitated a deal between Rovio’s Angry Birds and SCG America to launch the first-ever Angry Birds-themed retail café in New York City. Designed for individuals and families alike, the 3,300-square-foot iSwii by Angry Birds features Angry Birds-themed culinary treats, interactive gaming, a retail section and Instagrammable statue installations.

Beanstalk, a global brand extension licensing agency, offers a breadth of services across its practice areas including Brand Repre-

sentation, Digital Media Representation (Tinderbox), Manufacturer Representation, Consulting, Cultural Intelligence, Brand Partnerships, Legal and Financial Services and Royalty Auditing. Beanstalk will be showcasing its lineup of world-leading brands,

including Proctor & Gamble, Stanley Black+Decker, Audi, Bentley, Volvo, The Metropolitan Museum of Art, WW, Guinness, Baileys, Kelloggs, TGI Fridays, Xbox, Activision, Ubisoft and Atari.

Start Licensing are celebrating their 20th Anniversary this year. Firmly established as an independent Licensing agency and consultancy Start Licensing are well regarded in the industry particularly for their focussed and innovative approach to licensing. Brands they

represent include The Ashmolean Museum, Aardman Animations, Britvic Soft Drinks, Asterix, Spirit of Concorde, Nadiya Hussain and Jane Devonshire.

They have recently been appointed to represent Edition Holden – A Country Diary. A property that has enjoyed considerable success in the licensing market. A new style guide will be unveiled at BLE.

Start also represent US based artist Kendra Dandy and her property Bouffants and Broken Hearts. Licensees for this dynamic art brand include Blueprint Collections, UK Greetings and Cooneen. Recent new deals for Start Licensing and their clients include Bird & Blend Tea launching a Wallace & Gromit tea blend, Schwartz launching a range of meal kits and spice blends with Nadiya Hussain and China Petals launching mosaic craft kits with the Ashmolean Museum. Graphenstone Paints who have developed the Treasured Collection Paint Collection with the Ashmolean have recently won awards for the range from Livingetc and Country & Town House magazines. This paint collection is also nominated for an award in the forthcoming Licensing Awards in the Sustainability category.

Start Licensing also offer licensing consultancy services for IP owners – this includes new business development and licensing strategy work.

New York Botanical Gardens (NYBG) and Jewel Branding and Licensing have appointed Metrostar to manage NYBG’s brand licens-

ing in the UK and Ireland. The campaign will launch at BLE 2023. NYBG is the United States’ largest botanical garden and a national landmark that is focused on conservation, plant research and education. The brand draws inspiration from an archive of designs that date back to the 12th century. In 2023 the brand has seen significant growth globally, particularly in apparel and fashion accessories. NYBG partnered with LeSportsac on a colorful new floral collection of handbags, totes and backpacks that launched worldwide in Spring. New part-

launched into licensing with Metrostar in a multi-year deal in the UK and Ireland. The campaign will be launched at Brand Licensing Europe.

Metrostar will launch and manage London Zoo’s licensing programme, working together with the conservation charity and its branding experts, opening the internationally recognised brand to new categories with a special focus on engaging pre-schoolers, schoolers and their families; the conservationists of tomorrow. Items will include homeware, stationary, toys and games, clothing, books, and publishing.

BLE 2023 comes at a perfect time for the RHS. This year has seen an acceleration in licensee numbers and partner endorsements, supported by an expansion of the RHS licensing team to manage continuing growth. Plans for a busy 2024 include continuing to build on the success of the RHS’s homeware and children’s offerings as well as the enormous success of the core gardening category.

Categories extend into homeware, giftware, kitchenware, quilting, children’s publishing, fabrics, fragrances, greeting cards, apparel, food and drink, paint, garden fences, and even modern takes on traditional shepherds’ huts.

nerships in Asia include CutisBio in Korea for skincare, New Era (Japan) for headwear and a second season with Mash Style Labs for sleepwear under the Snidel Home label. In the US, the programme also includes bath & body, fragrance, tea, home textiles, stationery, puzzles & floral subscription service. In the UK, Carousel Calendars is introducing 2024 and 2025 calendars. Luxury online wall décor purveyor Surface View, is a long-standing partner for wall murals, art prints, tiles, shades, and other curated wall and home décor items. The collection showcases botanical and architectural gems from NYBG’s historic archives.

London Zoo, a ZSL conservation Zoo, has

This growing product portfolio is also targeted at an extended age range that now includes a successful recent move into children’s products.

Pink Key Licensing is an established UK based licensing agency specialising in the development of food and non-food licensing programmes for corporate brands particularly focused on food and drink brands. Pink Key manages established licensing programmes

for Kellogg’s (including Tony the Tiger, Froot Loops, Pop Tarts and vast archive) , Pringles, SLUSH PUPPiE, Pan Am, Jane Asher and Bel Brands (including The Laughing Cow and Babybel); as well as growing programmes for Vimto, Peperami with its notorious front man The Animal, and a programme focussed wholly on sustainability for Quorn. Imperial War Museums (IWM) will be making its return to Brand Licensing Europe 2016 to present unique opportunities for its diverse licensing programme, inspired by the museum’s rich archive. IWM will be showcasing exciting new licensing partnerships that combine the museum’s classic archival artwork with Wayne Hemingway’s inimitable Spitfire style guide, unveiled at BLE in 2015. Visitors to IWM’s stand this year will also be able to take a fascinating step back in time as the museum’s scent historian will be dressed in vintage 1940s style and on hand to demonstrate authentic scents used by women during the period.

IWM also continues to expand its burgeoning gift and homeware category, which has enjoyed tremendous success at retail, with the appointment of a new giftware licensee. Widdop & Co will launch a giftware range entitled ‘Words of Winston’ based on iconic imagery and memorable quotes from Winston Churchill in addition to products featur-

ing the Spitfire, Vulcan and Lancaster.

In 2023, Brandgenuity celebrates its 20th anniversary. In 2003, four passionate licensing executives decided to join forces and launch an agency. Brandgenuity puts focus on leveraging licensing as a tool for strategic growth and providing hands-on client service. In 2015, the agency grew to expand into Europe, with Teri Niadna heading the London office and all European operations. The agency has lots of exciting news in the works.

WildBrain CPLG’s ASPIRE division, which provides a dedicated home for Corporate & Lifestyle brands, also continues to grow and secure ambitious collaborations globally on behalf of its trusted partners across the entertainment, corporate & lifestyle, and sport sectors. It will showcase opportunities across a growing line-up of renowned brands, including Sauber Motorsports’ racing team Alfa Romeo F1 Team Stake, Master Lock, Lyle & Scott and beauty

innovator Revolution Beauty. Additionally, ASPIRE has been leading the way with developing collegiate brands globally and will present new opportunities for Yale, Harvard, USC, Colombia and Cambridge universities. In food and beverage, ASPIRE represents The Absolut Company, for both its Absolut Vodka and Malibu rum brands.

Perfetti Van Melle announces the 25th anniversary of their Global Licensing Division at the upcoming BLE.

To commemorate this milestone, in line with the event theme, Perfetti Van Melle has crafted a special Candy booth concept that pays homage to the heritage and nostalgia of the evergreen candy brands, inspired by the color and fun present in its DNA.

During the show, Perfetti Van Melle is excited to offer a sneak preview into the launches and artwork developments happening.

Unleashing Worldwide Potential: Exploring the Global Brand Licensing Expertise of LMCA

Global brand licensing agency

LMCA, which celebrates its 37th anniversary this year, has been busy over the past two years. They’ve doubled the size of their global headquarters in New York and Asia headquarters in Shanghai, set up new offices in Mexico and Brazil, and grown their team of licensing experts in key markets around the world.

In another recent expansion, LMCA has partnered with Cambridge-based Brand Advisory firm, Stobbs, to launch LMCA Europe.

LMCA Europe, with offices in London and Cambridge, provides a full-service agency offering to LMCA’s global brand clients, while also delivering a portfolio of brand-related services including trademark portfolio strategy, management and protection, online

brand protection (OBE), anti-counterfeiting support and brand valuation through Stobbs’ extensive capabilities.

Esther Jolley, who leads LMCA Europe and is also a Director at Stobbs, understands first-

hand the strategic advantage of the LMCA and Stobbs partnership. “The nature of our set up means we can provide full-service licensing solutions for brands,” says Jolley. “It also means we can provide consultancy services to brand owners who might not want or need full agency representation, but would like support in considering licensing feasibility, developing a strategy, or negotiating agreements. We can be flexible in delivering resources and services tailored to whatever the client needs.”

A good example of how the partnership brings value is the relationship that both LMCA and Stobbs have with global home appliances leader, Electrolux. LMCA is the sole global licensing agent for the Electrolux Group. The group also uses Stobbs’ trademark portfolio management software tool, iaidō, to manage thousands of trademarks globally in addition to other IP and brand management services.

“Having LMCA and Stobbs work together on behalf of our brands is a tremendous benefit to our business,” comments Jennifer Campbell, Head of Global Brand Licensing at the Electrolux Group. “As our dedicated global licensing agency, LMCA understands the nuances of doing business in local markets and has the expertise to execute a comprehensive

global licensing strategy that drives results regionally. Combining that with Stobbs’ capabilities in managing our trademarks and providing tailored brand management services gives us the right tactical pairing to ensure brand success.”

With a client list of well-respected brands,

in addition to the Electrolux brand portfolio, LMCA represents Philips, Castrol, HP, Compaq, Wurlitzer, Kodak, to name a few, LMCA is focused on offering comprehensive licensing solutions for global brands. LMCA Europe is just one new component of the agency’s global growth strategy.

“It’s been exciting to preside over the direction and expansion of our business,” said Ciarán Coyle, Global CEO of LMCA, who joined the agency just over two years ago. “We now have offices in London and Cambridge and work closely with Stobbs to provide enhanced offerings and resources for our clients. Having a footprint in the UK and real expertise in the European market is an added asset to our clients.”

From strategy development to licensee management to building a global licensing roadmap that represents the brand consistently across regions, LMCA sees the future of their business in building closer relationships with their clients and continuing to build out local teams to meet their clients growing global needs.

“A benefit of working with a partner like LMCA is they have expertise in building out large corporate programmes,” says Daniel Tibbetts, Global Licensing Lead at Castrol. “LMCA has been a valuable partner in providing insights into licensing globally and have helped us to make informed decisions that maximize the strategic value of licensing for Castrol.”

Castrol became an LMCA client in 2021 after deciding to build a global licensing programme. “Together with LMCA, we worked on developing a global licensing strategy that supported the future direction of our brand,” said Tibbetts. “It is important for us to have a partner that can look at the global landscape. The solutions and licensees that LMCA brings to the table help us to build our brand with new consumers. It’s exciting to see the momentum building so quickly.”

While LMCA has been at the forefront of the strategic brand licensing industry for over three decades, the agency also recognizes that client and brand needs have evolved.

Founder and Executive Chairman of LMCA, Allan Feldman, reflects, “when we began in 1986, we were only one of a few companies out there trying to share the value brand licensing can bring to corporate brands. Over the years, corporate licensing has become mainstream. It’s not a matter of if brands license but more how, where, and when. Licensing is only one facet of a brand’s business, so our clients look to us to be experts

and ambassadors for the brand in the licensing space,” said Feldman. “Any added services or resources we can bring to the table that grow their programs and increase brand reach and market presence are ways we are adding value to our clients.”

As HP’s global licensing agency, LMCA works closely with their brand licensing team to define new white space opportunities for their programs.

“LMCA has been our licensing agency since 2016 and have remained just as committed to our brands as they were when we first began working with them,” says Dan Croft, Head

of IP Sales & Licensing at HP. “HP has a lot of considerations when it comes to licensing, particularly around innovation and sustainability. LMCA has been adept at upholding the integrity of our brands and finding partners that fit HP’s DNA to grow its brands in new, innovative ways.”

LMCA has brokered over a dozen licensing partnerships for HP in paper shredders and short-throw projectors in the UK and globally. As HP’s agency for the Compaq brand, LMCA focuses on building Compaq’s presence worldwide, while protecting and extending Compaq into televisions, smart watches, tablets, mobile phones, earbuds, and

more across Latin America and India. LMCA’s considered approach to growing the agency’s capabilities and delivering enhanced value to its clients isn’t slowing down anytime soon. “The launch of LMCA Europe and our partnership with Stobbs is a key step in the ability of both LMCA and Stobbs to offer an unmatched suite of strategic brand and IP services to our clients,” said Coyle. “Ultimately our agency’s development and expanded offering allows us to provide our clients with the right strategy, execution and management for their global licensing initiatives. We are confident this continued growth will lead to further success for our clients and agency in the years to come!”

From the looks of it, as their 37th anniversary quickly approaches, LMCA is just getting started!

Perfetti Van Melle Global Licensing

Celebrating 25 Years of Creativity and Sweetness

Perfetti Van Melle, the power candy house, is thrilled to announce the 25th anniversary of their Global Licensing Division at the upcoming BLE.

For a quarter century, Perfetti Van Melle Global Licensing has proudly excelled in innovation and creativity, continually surpassing its own achievements and leaving an indelible mark on the licensing world. The immense value of its brands, along with the commitment and dedication of the entire licensing family, including worldwide agents and master licensees, has paved the way for many remarkably successful licensing partnerships.

To commemorate this milestone, in line with the event theme, Perfetti Van Melle has craft-

for Chupa Chups. To top it all off, the launch of Chupa Chups in the Metaverse will be unveiled shortly.

Do you have an appetite for more?

ed an special Candy booth concept that pays homage to the heritage and nostalgia of the evergreen candy brands, inspired by the color and fun present in its DNA.

During Brand Licensing Europe, Perfetti Van Melle is excited to offer a sneak preview into the launches and artwork developments happening as we speak.

Chupa Chups and Mentos are already succeeding in the Location-based category in numerous events in Asia, with many more on the way. New captivating collectible toys are offering consumers delightful experiences. In Food & Beverage category, the iconic brands are expanding offering a wide range of products in different geographies. Recent novelties are Mentos Drinks, Chupa Chups Popcorn and Fruit-tella ice-creams. The company is also stepping into the protein category, with Nutrabolt for Airheads and The Hut Group

Visit Booth D240 and immerse yourself in this special candy experience, designed to evoke fond memories as you encounter the beloved Perfetti Van Melle brands, each with its unique story and charm.

The Power of the Long Game

Richard Pink of Pink Key explains...

I think we all know that the world of licensing is an ever-moving feast and every agent knows that the first thing they’ll hear when sitting down for a meet ing at BLE is ‘what’s new?’

It’s understandable: in an industry still dominated by entertainment brands there are new releases, new content, new epi sodes and so on, occur ring every month. In many ways it’s the lifeblood of the industry; its very nature is that it doesn’t stand still – stagnation is the worst thing that can happen in an industry where at the youngest end new consumers are continually entering the market, and where the latest trends are so relevant across every aspect.

Having worked in licensing for many years the constant refreshment is one of the things that make it such an exciting place to work.

I know what you’re thinking …. there’s a ‘but’ coming.... well, actually it’s a ‘however’.

I’ll start with a caveat by saying that we have seen a significant change over the last few

years. When faced with the ‘what’s new’ question, we used to take great delight in pointing out that we were managing an archive and the whole point was ‘nostalgia’, so anything new was going to be a bit out of kilter. As the industry has matured there has definitely been a shift in thinking, longer-term relationships more highly valued with a greater understanding of the power of longevity.

One of the mantras we have at Pink Key is that ‘every brand we have has a story to tell’. Many of the consumers have grown up with our brands. They lend themselves to long term strategies and a patient approach. We’ve found that without exception the licensees and retailers who understand this have had the most success with them.

As with most things, it’s all about balance. From a licensee or retailer’s portfo lio management point of view there is room for both the new, the ‘in and outs’ and long-term stayers. By and large our brands fall into this latter category and when it works well it becomes a valuable piece of business that continues to deliver year after year.

The value of longevity can be a powerful asset from both a product and relationship point of view. A fine example of the former is our Pringles pencil case, initially introduced by Helix in 2017. It’s amazing to think that something as simple as a single pencil case shaped like a can of Pringles can continue to be bought

by consumers year in, year out but it clearly demonstrates the power of a product that is totally ‘on brand’. It doesn’t need to be new or improved – it just ticks all the boxes.

The same can be said of many of our licensee relationships: they understand the value of sticking with a brand and then going deeper into its DNA, rather than doing a couple of products and moving on. There are far too many to mention them all, and their approaches can be very different, but for Kellogg’s one of our longest standing licensees is the German gifting company Nostalgic Art, a licensee for twelve years who has patiently built a superb range of retro products that sells to the local and tourist market year after year which has never shown any sign of diminishing.

The nature of our brands is such that it at their best they attract companies who have a real understanding of their appeal and their ‘slow burn’ nature. We are fortunate that for each of our brands there is at least one licensee in a relevant category who understands how to build a programme in this way. Our relationships with great apparel companies such as Poetic Brands in the UK and Brand Design in Europe are very important, especially since that category can be so fast moving. And it would be wrong not to mention Kimm and Miller and Fizz Creations, respectively long-term gifting partners for Kellogg’s and SLUSH PUPPiE. Although some may not have had immediate returns in the early stages of the license, over time it has paid back in spades, and they have built businesses with power and longevity, creating value for themselves and for our brands.

Elegance Redefined: The Marie-Antoinette home collection launched in India

In the annals of history, few figures have left as indelible a mark on the world of fashion and style as Marie-Antoinette, the Queen of France.

Her name has become synonymous with elegance, opulence, and a sense of daring innovation that still influences the world of design today. While her life was filled with controversy and upheaval, her legacy as a fashion icon and tastemaker endures through the ages.

Marie-Antoinette’s keen eye for fashion was evident from a young age. As a member of the Habsburg family in Austria, she was brought up in an environment that valued artistic expression and luxurious living. When she married Louis XVI of France

at the tender age of 14, she embarked on a journey that would see her not only become a queen but a trendsetter.MarieAntoinette’s keen eye for fashion was evident from a young age.

As a member of the Habsburg family in Austria, she was brought up in an environment that valued artistic expression and luxurious living. When she married Louis XVI of France at the tender age of 14, she embarked on a journey that would see her not only become a queen but a trendsetter.

One of the most intriguing aspects of Marie-Antoinette’s life was her retreat from the formalities and constraints of court life at the Palace of Versailles to the idyllic Petit Trianon. This oasis of natural beauty and architectural splendor became her haven, a place where she

could escape the rigors of royal etiquette and immerse herself in a more relaxed and intimate atmosphere. It was here that her creative genius truly flourished.

Marie-Antoinette’s influence extended far beyond her personal wardrobe. Her love for the picturesque and the romantic led her to transform the Petit Trianon into a space that reflected her unique taste. The interiors were adorned with neoclassical designs, pastel color palettes, and a fusion of styles that gave birth to what is now known as the Marie-Antoinette style. The Petit Trianon became a living testament to her creative spirit, an embodiment of her desire to escape the constraints of convention and embrace a world of beauty and fantasy.

Tempting Brands, best known for the worldwide renowned property ROUTE

66, has launched in 2018, after years of preparation on Artwork, Style Guide and Fashion Guide, the brand MarieAntoinette. With a clear strategic vision to create an international resounding success, Tempting Brands has entered last year into a multiyear license agreement for MarieAntoinette home decoration products with Mont Blanc Ventures.

Aiming to create a large collection including floor coverings, mirrors, wall stickers, candles, decorative objects, vases or frames, Mont Blanc Venture gain already a great success in India by launching a multi brand home store Elle Decor Home Collection. Spread across a whopping 15,000 sq ft area, the store sets a tone of opulence from the get go with a never-seen-before amalgamation of exclusive international brands.

The Marie-Antoinette Collection by Mont Blanc Venture India is more than a mere assortment of home decoration items; it’s an invitation to embrace the past while celebrating the present. Each piece is a testament to the enduring allure

TEMPTING BRANDS

of creativity, elegance, and individuality – values that Marie-Antoinette herself championed. With the Marie-Antoinette Collection, Mont Blanc Venture India brings history to life, infusing your home with the essence of a queen who continues to inspire and captivate.

Licensees are invited to explore the licensing opportunities that Tempting Brands offers for the brand Marie-Antoinette for all

types of products from apparel to toiletries, fashion accessories in multiple territory. The artworks and design collection are available to enchant the audience.

Tell us about Asembl and the role the business plays in the licensing sector.

Asembl is Asia Pacific’s premier design, FMCG & lifestyle brand extension agency.

Part of the Merchantwise Group, an integrated group of marketing, media, email and brand licensing business, Asembl is headquartered in Melbourne, Australia and led by Co-Founder and Managing Director, Justin Watson.

Asembl brings new licensed product and service innovation to market, and brand stories to life.

2023 is shaping up to be another big year for Asembl – challenging, extending and innovating key brands and categories across food, soft lines and hard goods globally.

Can you describe the current Australian market for us? What have been the key challenges and where have you seen successes and opportunities?

The Australian retail landscape is ever-evolving. The recent news of Kmart and Target, both owned by Wesfarmers, merging and streamlining their backend operations has captured the industry’s attention. This strategic move aims to create greater efficiencies in sourcing, but it has also unfortunately resulted in some job redundancies across key departments. Amid these changes, BIG W has reported a robust growth of 8% in FY23 and positioned itself as a leading retailer for licensed programs in the country. These developments underscore the dynamic nature of the retail sector and the need for retailers to adapt swiftly to shifting consumer preferences.

Asembl’s success is attributed to its trusted relationships with brand owners, retailers and manufacturers with whom the business builds long term meaningful and strategic partnerships. Working with global brands, retailers and licensees, the passionate Asembl team creates millions of new touch points and occasions for consumers to be surprised and delighted by the brands they know and love. With capabilities extending across strategy, brand management, retail engagement, product development, creative, contract administration, marketing, and digital media Asembl delivers a truly wholistic end to end approach. Asembl’s impressive portfolio of clients includes Coca-Cola, Diageo, Ellie Whittaker, Perfetti Van Melle, and Unilever.

The Merchantwise Group has significantly bolstered its retail capabilities by establishing a dedicated marketing team, and the recent appointment of Nick Mills as the company’s Trend & Retail Director. This strategic addition highlights the paramount importance of keeping abreast of ever-evolving retail trends, particularly in a market where consumer preferences can undergo transformations quite quickly. The Merchantwise Group remains

steadfast in its commitment to delivering indispensable support to both clients and retailers through a comprehensive marketing and digital expertise - leveraging the group’s owned agencies to expertly navigate the intricate terrain of the digital landscape.

One notable trend to emerge recently is the recalibration of online retail. As the world slowly recovers from the global pandemic, consumers are returning to shopping centers and physical stores. This shift suggests that online retail is finding a new baseline, one that complements rather than competes with traditional brickand-mortar establishments. While e-commerce remains an essential component of the retail ecosystem, it is increasingly seen as part of a holistic shopping experience.

The Australian Bureau of Statistics data for July 2023 offers valuable insights into the evolving consumer landscape. It highlights a notable decline in discretionary spending on apparel and home furnishings compared to previous months. This decline can be attributed to a combination of factors, including economic uncertainty, evolving work-from-home dynamics, and shifting consumer priorities. However, the data also reveals a contrasting trend: there has been a consistent increase in

Brand Collaborators. Category Disruptors. Product Innovators. “Taking great Australian brands to the world”

spending on food, as well as in cafes, restaurants, and hotels. This suggests that consumers are still willing to allocate a significant portion of their budgets to experiences and indulgent treats even as they exercise caution in other areas of their spending. In response to this growing trend, Asembl’s FMCG/CPG division has successfully capitalized on this opportunity by launching a range of products including flavored milks, frozen, and chilled desserts. The retail industry’s response to these trends needs to be multifaceted. Retailers must remain agile and responsive, leveraging data and insights to adapt their product offerings and marketing strategies. Investing in omnichannel capabilities is crucial to meeting consumers where they prefer to shop, whether online or in-store. Moreover, fostering innovation and differentiation is vital in a competitive market, where consumers are seeking unique and memorable experiences.

The Australian retail landscape is undergoing significant shifts which has been marked by mergers, changing consumer priorities, and

Flavoured Milk:

In 2023, Asembl established itself as a leader in flavour licensing. Driving significant growth in flavoured milk, Asembl innovated in the category with 8 new launches including Golden Gaytime x OAK, Splice x OAK, Rainbow Paddle Pop x OAK, Chupa Chups Choco-Vanilla x Breaker, Chupa Chups Strawberry and Cream x Breaker, and Aeroplane Jelly’s Raspberry Jelly, Lemon Jelly and Mango Jelly Milks. Each launch received significant support from licensees including PR, out of home advertising, point of sale signage, catalogue features and social media campaigns. These launches have been able to re-excite consumers who deemed them to be a reasonable indulgent spend.

Mentos Air Fresheners:

the resurgence of physical retail. While challenges persist, opportunities abound for those retailers who can adapt and innovate. The key to success lies in staying attuned to consumer preferences, investing in the right talent and technology, and delivering exceptional shopping experiences that resonate with today’s discerning shoppers.

What key successful licensed launches has Asembl seen this year?

Asembl has continued to excite the Australian customer with new licensed product across both food and fashion – despite the challenging economic times.

A key highlight in hardlines was the recent launch of Australia’s first Mentos brand extension - an innovative gel design air freshener range with Balco Brands which launched in Kmart stores and online. Available in four forever fun fragrances - Mentos Air Freshener Grape, Mentos Air Freshener Mint, Mentos Air Freshener Strawberry and Mentos Air Freshener Pineapple.

Drawing on Asembl’s strong credentials in licensing out iconic flavours, this launch successfully extended Mentos into a new category ensuring greater brand visibility and furthering the reach of this iconic fresh candy. The launch received significant pick up through earned media with an audience reach of over 50 million.

Ellie Whittaker:

Asembl has achieved remarkable success for Ellie across various categories, including fashion, baby products, accessories, sleepwear, home goods, textiles, and bedding. This success can be attributed to Ellie’s distinctive designs and her unwavering dedication to each launch. S he engages her loyal social community and collaborates passionately with licensees and retailers.

Ellie’s “Caravan of Colour” road trip along Australia’s East Coast marked the beginning of her partnership with Best&Less. She journeyed down the coast in a caravan adorned with her artwork, documenting past moments of inspiration while inspiring new ones. Internationally, Ellie infuses her love for nostalgia, flora, and fauna into her work, blending her unique Australian style with the influences of new cities.

Ellie’s artwork possesses the remarkable ability to encapsulate the essence of nostalgia in every design—a true embodiment of Australian style and a global cultural passport.

Asembl is now taking Ellie’s designs worldwide to celebrate the essence of Australia and nostalgia, reaching from Europe to destinations in between.

If you would like to collaborate with best-in-class global brands, please get in touch:

justin@asembl-brands.com

www.asembl-brands.com

Welcome to The Smiley Company: The Original Home of Happiness!

The Original Smiley Brand launches a global trailblazing Campaign - We are all Original

For more than half a century, Smiley has been a universally recognised trademark of happiness and positivity. Born in 1972 as a beacon of feel-good news, Smiley has transcended to become a global brand, inspiring creativity and optimism.

The Smiley Company, are the proud creators and guardians of two iconic brands: The original Smiley and the SmileyWorld brand featuring the original Smileys; whose journey is a celebration of creativity, positivity, and the art of influence.

At the heart of Smiley’s philosophy lies the celebration of the Creative, Unique, Individual, and Inspirational. This celebration takes form in collaborations with leading global brands and retailers, resulting in premium collections and limited-edition capsules that embody the essence of positivity and creativity.

For 2024, the Smiley brand delves into the minds of influential artists who share their perspectives on being original creators, the power of creation, the art of influencing others, and the emotions tied to imitation. These engaging conversations with talented artists are their way of reinforcing the position as the true originators of the Smiley brand, the pioneers who have revolutionized online communication with the iconic Smileys.

The Smiley brand has left an indelible mark on the landscape of brand, with countless companies following their path in spreading happiness and positivity. However, in a world filled with copycats, this new campaign will ensure that the public can always distinguish the genuine article from the imitators. The campaign creates a deep emotional connection with their audience, so they yearn for the original, craving nothing less than the authentic Smiley experience.

Discover why they are not just a brand but a legacy, dedicated to bringing happiness to your

life. Experience the true, the original, and the extraordinary – only at The Smiley Company.

Introducing “We Are All Original”: Redefining Trailblazing

The “We Are All Original” campaign by Smiley represents a bold and pioneering endeavor that dares to champion the cause of authenticity in a society where success is often measured against the rigid yardsticks of societal norms. This campaign goes beyond the conventional understanding of pioneering by fundamentally reshaping the way we perceive uniqueness in individuals, irrespective of their background or social standing.

In a world that frequently encourages conformity, the campaign courageously emphasizes the innate distinctiveness that resides within every individual. It challenges the prevailing notions that often pressure people to conform to societal expectations and standards, encouraging them to stand proud in their own unique identities.

Rather than adhering to the stereotypical ideals of success, the “We Are All Original” campaign highlights a diverse array of individuals who embody the essence of originality. These individuals, hailing from various walks of life, serve as living testaments to the power of being true to oneself. Through their stories and experiences, the campaign aims to ignite a sense of empowerment within others, inspiring them to embrace their authentic selves.

The campaign’s global impact is nothing short of remarkable, with a staggering reach that spans over 100 million people worldwide. To convey its profound message of individuality and authenticity, “We Are All Original” leverages a multi-faceted approach. It employs captivating storytelling that engages the audience on an emotional level, making them connect deeply with the message. Dynamic visuals

bring these stories to life, creating a visual feast that resonates with viewers. Additionally, the campaign uses relatable narratives that bridge the gap between diverse backgrounds, making it accessible to people from all walks of life.

In sum, the “We Are All Original” campaign by Smiley stands as a beacon of inspiration in a world that sometimes stifles individuality. It encourages us to break free from the shackles of conformity, embrace our unique qualities, and proudly proclaim, “We Are All Original.” With its far-reaching impact and compelling storytelling, this campaign serves as a powerful reminder that authenticity is a universal treasure worth celebrating. #WeAreAllOriginal.

Unleashing Creative Expression

This global digital-first campaign creatively spotlights global trailblazers in their respective fields. Collaborations with partners bring their products into the heart of this creative expression. The line-up for We are All Original includes global actors, artists, fashion designers, musicians, sporting icons and more.

Partners for a Positive Impact

We Are All Original” goes beyond the Smiley brand as it extends its invitation to partner brands. Through this campaign, Smiley provides a platform for partners to participate, placing their customers and innovators at the forefront. Delivering an inclusive, personal celebration of their varied customer demographics.

Rolling Out the Campaign: A Global Resonance

The “We Are All Original” campaign represents a dynamic and far-reaching endeavor that aims to make a lasting impact on a global scale. This initiative is strategically designed to not only reinforce Smiley’s existing reputation but also elevate it to the status of the ultimate destination for individuals seeking positivity, creativity, and inclusivity in their brand choices.

To achieve this, the campaign will leverage a multifaceted approach, capitalising on a diverse array of channels and strategies, creating a 360 marketing campaign encompassing outdoor advertising, media partnerships,

influencer collaborations, retail experiential, and a robust presence on social and digital platforms.

By employing this comprehensive approach across multiple touchpoints, the “We Are All Original” campaign is well-equipped to resonate with a global audience, thereby reinforcing Smiley’s position as the leading brand for positivity, creativity, and inclusivity. It’s a testament to the brand’s commitment to embracing and celebrating the diversity of its customer base while fostering a sense of unity and authenticity worldwide.

This campaign unites activists, artists, creatives, outsiders, and originators under the banner of “We Are All Original.”

Smiley’s Vision for a Sustainable Tomorrow: Future Positive®

In an era where sustainability and conscious consumption are paramount, Smiley continues to evolve and inspire a brighter tomorrow. Deeply rooted in the essence of the Original Smiley Brand, Future Positive® is a pioneering initiative, a testament to Smiley’s dedication to addressing worldwide social and climate injustices.

By offering a platform to showcase those that align with the Future Positive ® mindset, The Smiley Company will become an ambassador for responsible brands, positioning itself as a committed stakeholder in society.

This conscientious approach has drawn over 50 brands and partners from diverse sectors, including FMCG, home, lifestyle, and fashion, to embark on this transformative journey. The forward-thinking campaign aspires to not only inspire environmental solutions but also play its part in ecological transition.

By offering a prominent platform to showcase brands that share the Future Positive® mindset, The Smiley Company is poised to become an ambassador for responsible businesses and a committed stakeholder in society’s journey towards sustainability.

For the past three years, this brand mission has materialized through the Smiley Movement, a not-for-profit initiative in alignment with the United Nations Sustainable Development Goals. The Smiley Movement serves as a catalyst for meaningful engagement with consumers, fostering a social legacy. It aims to inspire positive change in society by addressing pressing societal and environmental challenges through a comprehensive cross-media approach encompassing news, videos, events, and awards. This bridge between the non-profit sector and the wider public aims to empower individuals to take purposeful action and nurture hope for a brighter future.

In a world where individuals are increasingly ready to be empowered and to take meaningful action, the Smiley Movement is dedicated to supporting and facilitating this transformative shift.

As Smiley embraces the Future Positive® mindset, it not only charts its own course toward sustainability but also emerges as a beacon of hope and change, guiding us all towards a future that is not just brighter but also more responsible and conscious.

GLOBAL TRADEMARK LICENSING: A licensing agency that continues to move with the times

2023 is a milestone year for Global Trademark Licensing (GTL). It was twenty years ago that its founder Thomas Nielsen started to work with Chinese factories to educate them on how to correctly use brand trademarks of Globally renowned brands. A short five years later Thomas established GTL which has subsequently developed successful licensing programmes for many of the world’s most famous Automotive brands.

Today GTL remains one of the leading trademark agencies, servicing its impressive client portfolio with a dynamic business model that spans eight global offices located in the UK, Europe, and the U.S.A., all whilst maintaining a strong presence in Asia with offices in Beijing, Shenzhen, Hong Kong and Singapore. With further strategic partner agencies expanding the global reach into South America, Australia, New Zealand, and South Korea.

GTL is proud to rank as one of Asia’s top five

agencies as well as being a top 15 licensing agency globally. Its team of industry experts have experience across all major categories

and a vast array of leading brands.

The company’s focus is on building strong brand awareness and extending brand experiences through strategic partnerships and creative brand licensing for its partners.

To achieve this, GTL offers six core services- brand representation, manufacturer representation, market consultancy, approvals management, royalty auditing, and trademark protection, with the ultimate aim of providing peace of mind for its partners, who trust in the agency to represent their brands.

GTL’s dedicated team prides itself on extensive market knowledge combined with a proactive, innovative, and creative business development approach that delivers outstanding results for its clients, this has allowed GTL to establish comprehensive, indus-

try-leading programmes for clients including Mercedes-Benz,

Translating Brand Values

Programme highlights have included innovative launch events such as the Lego Defender revealed alongside the actual vehicle at the Frankfurt Motor Show and the unveiling of the Mattel Hot Wheels Jaguar F Type at the opening of the new Jaguar Design Studio.

As the toy industry became increasingly focused on digital and interactive, GTL broadened its horizons to apply its skillset to what has become the world’s largest entertainment industry.

Bespoke strategies for GTL clients have delivered premium opportunities with major titles from industry leaders Microsoft, Sony, EA and Ubisoft, as the interactive industry continues to evolve with the expansion of eSports, the advancement of the Metaverse and the ubiquity of NFTs. With its team of licensing experts, GTL understands the importance of choosing the correct opportunities and is continually working with its clients to build tailored strategies to manage the risks and rewards of this burgeoning sector.

Building a Lifestyle brand is at the core of many of GTL’s premium clients. Brand extensions represent an excellent way to translate the DNA of a brand to tell its story in a different way and reach new audiences. However, as a brand moves away from its core business the risk increases so prospective collaborations must be authentic and relevant.

GTL has helped its clients expand their brand into many new sectors including apparel, watches, luggage, footwear, bikes, and e-mobility amongst many others.

GTL’s process involves:

• Selecting a partner with the right synergies to meet the objectives of the brand extension.

• Managing the interaction of design teams to deliver an authentic and genuine translation of the brand(s) involved.

• Ensure timely product development in line with the design and quality expectations of both brands to hit the target price points.

• Establishing a robust logistics chain to maximise global sales channel opportunities.

• Maximising the market resources of all parties to ensure an impactful launch and ongoing sales support.

• Supporting the sales network with the required tools, including comprehensive customer service support, to drive long-term sales success.

• Regular analysis to drive tactical adjustment and longer-term strategic adjustments including future product development and sales expansion.

New brand representation

GTL are delighted to announce representation agreements for three new brands that fit seamlessly into its current brand portfolio.

Lambretta

Lambretta is one of the most recognized and iconic brands in the world of scooters. The company was founded in 1947 in the Lambrate district of Milan, Italy, and quickly became known for its innovative design and engineering. Today, Lambretta continues to be a leader in the scooter industry, with a range of innovative products for the modern consumer that are known for their quality, performance, and style.

Lambretta also has a rich history of style becoming an icon of British fashion through the decades, with frequent appearances in films and popular culture with a clean-cut and modern style that remains just as relevant today.

Lambretta continues to be a brand with strong global appeal, GTL is actively looking to find new licensing partners to build on their existing program in all major categories with a particular focus on apparel, footwear, watches & jewellery, eyewear, grooming products, home products, art, gifting, toys, games and interactive.

GTL are delighted to be working with the James Hunt Estate to celebrate this motor racing rockstar as the 50th anniversary of his F1 championship approaches in 2026.

James Hunt became one of the most iconic drivers in Formula One history, winning the World Championship in 1976 with McLaren. James Hunt garnered a reputation for his flamboyant style both on and off the track, with his battle for the 1976 championship with Nikki Lauda inspiring the award-winning film Rush directed by Ron Howard.

With James Hunt’s enduring legacy continuing to inspire fans around the world, GTL is looking for partners to help to continue to tell the wonderful story of this racing icon and are interested in speaking with production companies for film and TV, publication

houses and lifestyle opportunities such as apparel, eyewear, watches, luggage, art, and other accessories.

Formula E

GTL are also thrilled to add Formula E to its increasingly diverse client portfolio. The 2023 ABB FIA Formula E World Championship was a ground-breaking year for Formula E with new race locations, drivers competing in the state-of-the-art GEN3 race car and the season culminating in a pulsating World Championship with Jake Dennis triumphing at the Hankook London E-Prix, the future looks exciting for this innovative race series.

As Formula E enters into its 10th season, GTL is actively pursuing new partners in the toys and collectables categories.

Today’s Portfolio of Brands

As well as the three exciting new additions

GTL is heading to Brand Licensing Europe this October with a showcase of its expanding client portfolio, which includes many of the world’s most famous automotive brands including Mercedes-Benz, Jaguar, Range Rover, Defender, McLaren Racing, Lotus Cars, Scania, and London Taxi.

For more information, visit the Global Trademark Licensing Booth B268 at Brand Licensing Europe or email inquiries@gtl-int.com

www.globaltrademarklicensing.com

Selfies, Coral Store and a basketball team...

Howard Robinson is a busy man! He explains more...

“I exhibited for the first time in several years at Surtex in New York where I met with Robert Schwartz of Prime 3D who publish the Selfie lenticular 3D range. We agreed a refresh was in order so the summer has been incredibly busy painting for an whole new range of Selfies to feature across the entire range with an exciting 3D puzzle collection for launch at New York Toy Fair in September.

Recent new licensing deals agreed include an exclusive with Liquid Blue for pre-print T Shirts and non-exclusively for a various range of apparel items. In Europe an agreement with The Coloured House for a range of Fleece Blankets, Mugs & Tumblers and in the UK Printedfresh will now produce a range of dog related Mugs & Coasters.

I have been working with Robert F Smith & Rob Hartley who are amazing charity fund raisers on developing a towel n toss game called Flooples. To support their work I have recently produced some Selfie designs and also some National Park designs for their game as they work on sponsorship funding, by sponsoring the towels for the first 16 months so the Parks can begin to see a 100% profit revenue stream. The aim is to find out a “need”, whether it is to have a walking trail improved, safety life-jackets, buildings repaired, a trail created or something

that would help the park, and they would donate to improve the parks throughout the country. They wish to call this the Howard Robinson Nature Gift which is rather flattering.

“If The Reef Experience is indicative of how all reef shops will be in coming years, it’s an exciting time to be in the hobby”.

Spring 2023 saw the return of the Capalonga Selfies basketball team in the Philippines, after becoming champions in 2018 & 2019 we became the victims of our own success as the prize money enabled many of our players

to move away to attend various collages. I designed a new strip for 2023 and a whole new team created from scratch which I’m please to say have once again excelled in becoming Champions at the first attempt. Selfies had somewhat taken over my life for several years and so it has been nice during lockdowns to be able to find the time to look at other things. I have taken my hobby to the next level, leased a sports hall size building and designed and built a new large and rather stylish Marine aquarium and Coral store called The Reef Experience, an Ocean Selfie mural of course adorns the lounge area. The idea was to bring some design style and flair to Marine Aquariums and to source ethically grown and tank bred fish & corals which has been an approach warmly welcomed.”

UltraMarine magazine

The V&A Making art and design accessible to all

The founding mission of the V&A was to make art and design accessible to all and through the museum’s global partnerships with designers, manufacturers and retailers, the museum continues to champion and inspire the creative industry today. The award-winning Brand Licensing programme offers an almost infinite source of design inspiration for a multitude of product categories, reaching broad audiences and all age groups. Spanning across apparel, home interiors, wall art, homeware, apparel, jewellery, gifting, stationery and crafting, the museum continues to grow its brand presence within the retail industry, allowing both new and existing audiences to connect with the V&A’s collection of over 2.8 million objects. Apparel is a key category of growth for the V&A. Drawing on inspiration from a variety of artefacts contained in the vast and diverse collections, apparel and accessories has seen various launches across the UK, Europe and East Asia.

The third range from Love & Roses is inspired by Indian, Persian, Baroque and Renaissance style textiles. This AW23 collection of timeless silhouettes and luxurious fabrics encapsulates the magic of centuries past while embracing the confidence and elegance of the present. Full of flowing dresses and graceful separates, adorned with ornate floral motifs and delicate arabesque patterns, each garment in the collection is not only a celebration of historical

artistry, but also a testament to Love & Roses’ commitment to quality and signature prints. This exquisite fusion of vibrant florals and rich patterns tells a story of opulence and grace.

Dutch jeans brand Denham launched a collection of individually unique pieces, each created with their own story to tell in Denham’s distinct jean making tradition. Applying their ‘East meets West’ aesthetic, Denham created a summer denim collection for both men and

women. Researched in the V&A and designed with a modern workwear perspective, the range encompasses a vibrant mix of colourful patterns sourced from an album of Japanese textiles and a seascape by Gustave Le Gray (an early pioneer of photography as an art form). Kimono-inspired fabric swatches, recoloured with a fresh summer colour palette, and a striking view of the Mediterranean coastline evoking feelings of holiday, have been applied to contemporary denim fabric and silhouettes.

The debut launch included a photoshoot at the museum, with V&A staff modelling the garments, celebrating the collaboration from start to finish.

The V&A’s longstanding relationship with ethical clothing brand People Tree continues to grow. Their SS23 collection sought inspiration from the museum’s collection of floral textiles.

Both prints featured in this range are inspired by the ethos and aesthetic of the Arts and Crafts Movement - Harebell is based on an elegant and gentle pattern designed by C.F.A. Voysey in 1929, while Merton features an all over pattern originally designed as a wallpaper

Each bag encapsulates the essence of Art Nouveau’s graceful curves and the bold geometry of Art Deco, transforming these artistic styles into contemporary accessories. The fusion of luxurious materials and masterful handwork ensures that each limited piece isn’t just a bag, but a wearable piece of art that transcends time.

The natural world is central to Japanese aesthetics and artists continue to work with nature in the sublime art form of producing outstanding kimonos. Kyoto Marubeni launched their inaugural range of exquisite garments and accessories in spring 2023.

inspiration from Morris’ exuberant designs such as Pimpernel and Cray, as well as designs by his contemporaries, Marubeni transformed the 19th century prints into a collection of textiles including kimono, obi, scarves and handbags. Carefully and beautifully re-drawing distinctive and richly detailed Arts and Crafts patterns, Kyoto Marubeni have gracefully positioned arching branches and delicate flowers on to silk kimonos and accessories.

for Morris & Co. by Kate Faulkner in 1888. The collection is made by Creative Handicrafts, an organisation which supports women in India by providing employment and fair wages.

Olympia Le-Tan, the Parisian fashion house who re-imagine classic book covers and art, transforming them into coveted artisanal clutch bags and accessories, will soon be introducing more limited-edition styles. The indulgent and opulent new collection has been meticulously crafted from the rich design sourcebooks and portfolios of 20th century artists residing within the prestigious V&A National Art Library.

A fusion of traditional Japanese textile techniques with V&A patterns from the Arts and Crafts era by talented designers of the creative movement, including William Morris. Taking

The V&A will be showcasing its licensing collaborations at Brand Licensing Europe 2023. Their booth will display the beautiful campaign imagery from the museum’s growing interiors category which has developed significantly throughout the UK, Europe, Japan and USA and draws on inspiration from a variety of artefacts from the vast and diverse archives.  Also on the stand will be  cards, stationery and gifts from long-standing licensees Museum & Galleries and Fells and many more from the spectrum of licensees across multiple product categories

Synonymous with innovation and craftsmanship, the museum’s prestigious brand endorsement encapsulates a range of products that are beautifully crafted using the finest quality materials.

To find out more about the V&A Brand Licensing programme, visit stand B251 or email the team at licensing@vam.ac.uk.

Editor Becky Ash travelled to Highclere Castle, the ‘real Downton Abbey’ to discover how one of the most famous buildings in the world is building a solid and sustainable licensing programme

Keepers of the Castle

Driving through bucolic countryside and up a long, open driveway, I was excited to get my first glimpse of Highclere Castle – known to many from one of the most successful TV series of all time, Downton Abbey. It is even more stunning in real life than on television, and certainly – the size and grandeur of the magnificent castle, built in the Victorian era, the Bath stone, the turrets spiking towards

the blue sky - is breathtaking. Located in Berkshire, the estate sits on 5000 acres of grounds and parklands – and is still very much a working estate and private home to the present Lord and Lady Carnarvon, having been the family seat for generations. I was welcomed into the estate offices –formally a vast stable block, sitting in the shadow of the great house – to meet with Lord Carnarvon and find out more about Highclere in its own right, as a brand offering countless licensing and expansion opportunities.

He guides me through the intricate history of Highclere, to begin. ‘The country house was built in 1679, with much of what you see completed by the mid-1800s.’ Lord Carnarvon, of course, has an encyclopaedic kowledge of the estate and it is clear he feels a great love, responsibility and passion for everything Highclere. ‘The parkland, designed by Capability Brown, contains follies and ancient trees. The Castle played host to wounded soldiers in World War 1, and evac-

uees in the Second World War. It has been home to Egyptian artefacts!’ It has been used for numerous filming locations. Above all, of course, and familiar to those who watched Downton Abbey, it is and has always been a working estate. Lord and Lady Carnarvon are involved in every aspect. ‘Lady C’, as she is known affectionately by all who

work there, has a great love for the heritage of the place, and runs a successful website, has written many books including Seasons at Highclere, and gives a very enjoyable online account of everyday life; the estate plays host to events throughout the year and guided tours, with people coming from all over the world.

and have, with the help of brand agency LMI, carved a unique and successful licensing programme around Highclere.

They remain steadfast in their principles, which in many ways match their ethos of ‘crop to table’ – there certainly won’t be any label-slapping to capitalise on the poignant landmark. ‘Any licensing inspired must reflect the core brand.’ Connecting with the audience remains key, as well as being completely hands-on with any licensing deals considered. With such a wealth of history, they have been able to pick and curate programmes that resonate with the past and present and really capture the essence of the estate.

pillows under their Sidanda Brand. Also in China is Jinhua Mingduwho who market a range of Highclere Duvet covers, pillowcases, bedspreads and throws.

A highly awarded and unique gin under the Highclere Castle name has been created and a Highclere Castle fine Cigar made for them in Nicaragua, which have also won awards in the USA.

It is this that parallels the life seen on screen in Downton – to keep such an estate going, every bit of the land must be utilised, from farming to events, to monetise the castle and keep it preserved for future generations. There is a bustling community of chefs, gardeners and housekeepers as well as estate staff. However, Lord and Lady Carnarvon have their heads firmly planted in the 21st century,

The current licensing programme includes AW Industries in the USA who are launching ‘The Highclere Collection’ a range of beds, mattresses and headboards, and joining the current licensees in the US are Standard Fiber, one of the world’s largest suppliers to the home textile and hospitality markets, who will develop and distribute a broad assortment of top of bed, bath and pet products all designed with the distinctive English elegance and charm that the famous estate exudes. Hangzhou Kanghouin China have launched a successful range of luxurious duvets and

There are great opportunities in areas such as tableware, ceramics, gourmet foods, furniture, jewellery and more.

It is abundantly clear, as I leave my meeting with Lord Carnarvon, the total passion that they have for their family home, connecting the history, culture and sheer beauty of the place with those that want to experience it. I am excited to see what they do next – and already look forward to my next visit.

Something for Everyone

Do you think you know The Traitors’ distributor All3Media International? Think again!

Smash-hit reality series The Traitors is just ONE of the brilliant iconic brands represented by independent television distributor and rights holder All3Media International.

From classic evergreen gameshows, nostalgic global entertainment and prime time dramas here are the top titles from All3Media International’s brand licensing catalogue you need to know about…

For world building brands …

The Traitors: A global format phenomenon packed with nail-biting psychological game play in which treachery and deceit are the name of the game.

Why you need to know this brand … A buzzy breakout hit, the BAFTA wining BBC version has over 34 million views on iPlayer and over 25 local versions commissioned.

Off-screen there’s a book deal with Penguin

Random House to tie in with the BBC series, board and card game deals in various European territories with partners Vivid, Egmont, Ginger Fox and Identity Games and an official dress up line will launch for Halloween- with much more to come.

Hollyoaks: A flagship British soap opera celebrated for riveting storytelling, topical plotlines and vibrant charismatic characters. For the environmentally conscious … Sort Your Life Out: A freshly launched feelgood format encouraging a more sustainable lifestyle by offering expert advice about decluttering and organising homes.

Great British Menu: An iconic cookery competition, celebrating the nation’s incredible creative culinary talent, including Michelin starred chefs like Tom Kerridge, Nathan Outlaw and Tom Aikens – and spotlighting Britain’s brilliant local produce.

Why you need to know about this brand…

Superstar chefs shine a light on homegrown culinary delights and as sustainability becomes more important in our day to day lives, this brand will stir up a plenty of sustainable, locally focused culinary products and partners.

Love Your Garden - Escape into the charming world of British gardens, where horticultural experts help those whose lives will be improved the most by gaining green space on their doorstep.

Why you need to know about this brand…

A feel-good garden makeover series, packed with brilliant tips from experts that offers plenty of off-screen opportunities to dig intono matter how big or small your garden.

For never ending nostalgia…

Midsomer Murders: Britain’s longest running detective drama follows DCI Barnaby and his team as they solve some of the strangest murders in the idyllic yet deadly English county of Midsomer. Having captivated global audiences for over two decades, the charmingly murderous world of Midsomer is consistently expanding with an interactive novel from Octopus Books, Qiiwi Interac-

tive’s gaming app – and many more off-screen extensions planned.

All Creatures Great and Small: Told with heart and humour, this series is based on the internationally bestselling books, following the adventures of a young vet working in the stunning Yorkshire dales. For evergreen gameshows…

Catchphrase: This classic word guess game is an enduring family favourite where players must identify a familiar catchphrase represented by an amusing animation.

Lingo: The definitive word-play game where contestants battle against the clock and each other to find words.

The Cube: An addictive game show featuring pairs of contestants who attempt seemingly simple physical tasks within the nerve-wracking confines of a glass box in the hope of winning a major cash prize.

From classic evergreen gameshows, nostalgic global entertainment and prime time dramas...

What is the value of social media for businesses in 2023?

In the fast-moving digital landscape, social media has become a crucial part of our daily lives. With its vast reach and influence, social media platforms have transformed the way businesses connect with their target audience. As we hurtle through 2023, and inevitably move into the new year, businesses need to recognise the significance of social media and take advantage of its potential. Here, Amy Spooner - assistant director and social media expert at the award-winning marketing agency, VerriBerri - explores the primary benefits of social media for companies in 2023 and how it can help them succeed.

Enhancing Brand Awareness and Visibility

Businesses have a unique opportunity to use social media to expand their audience and boost brand awareness. They can establish and build their presence, provide interesting content, and engage with potential customers globally thanks to the billions of active users across numerous platforms. Boosted brand recognition, loyalty and awareness can be achieved by continuously posting relevant and valuable content.

Targeted Advertising and Engaging with Customers

Social media platforms have continued to refine their advertising features in 2023, making it possible for companies to connect with niche markets. Businesses can generate tailored adverts that cater to the demands of their target demographics thanks to sophisticated algorithms and user data analysis. Businesses can enhance their marketing expenses and distribute tailored messages to the right people at the right time by using precise targeting options, including age, location, and interests. Brand reputation, along with customer happiness and loyalty, can be boosted too by actively engaging with customers.

Influencer Marketing

Influencers who have built up credibility and a devoted following can have a significant influence over what people who follow them buy. Businesses can tap into influencers’ extensive networks, reach new audiences, and profit from the social proof that comes with reliable recommendations.

User-generated content (UGC) also has a

significant impact on how people perceive a brand. Users can share their experiences, opinions, and recommendations on social media networks, providing businesses with authentic social proof. This UGC not only strengthens brand reputation, but also works as a potent marketing tool to draw in new clients and foster their trust in your business. Social proof

Social proof is a psychological concept that describes how people are influenced and validated by the behaviours and viewpoints of others. Social proof takes on many different forms when used in the context of social media and internet platforms. Some examples are listed below:

1. User reviews: Online reviews and customer endorsements have a significant influence on prospective customers. Positive reviews not only show that a good product or service exists, but they also give the brand’s reputation more credibility.

2. Influencer endorsements: In recent years, influencer marketing has become incredibly popular. Influencer marketing results in improved brand awareness, reach, and revenue since followers view the endorsement as a reliable recommendation.

3. Social media engagement: A brand’s popularity and relevancy can be inferred from the number of likes, shares, comments, and followers it has on social media platforms. When people see a post with a lot of involvement, they are more inclined to think it is trustworthy and valuable.

4. Case studies: Giving concrete examples of how a product or service has aided clients in achieving their goals or resolving issues generates convincing social proof. Success stories show the efficacy and worth of a brand’s products, instilling confidence in future buyers that they will reap the same rewards. The demand for validation and assurance that underlies all human endeavours is at the heart of social proof’s significance for businesses. People’s perceived risk is lowered and their faith in the brand is raised when they see other people using its goods or services. In the end, social proof influences purchasing decisions by helping to overcome scepticism and roadblocks to decision-making.

Nevertheless, it’s crucial to retain authenticity when utilising social proof. A brand’s reputation and customers’ trust can be damaged by false or manufactured social proof. Credibility in the eyes of customers can only be developed and sustained via authenticity and transparency.

Market Research and Competitive Analysis

By employing the wealth of data generated by social media platforms, businesses can learn more about their target market, as well as their competitors. They can discover developing market demands, identify consumer preferences, and adjust their strategy accordingly by listening to discussions, following trends, and studying user activity. Businesses can remain ahead of the curve, spot opportunities, and make data-driven decisions to spur development and innovation with the help of social media listening tools.

Social media platforms also provide useful competitive intelligence. Businesses can assess their tactics, limitations, and strengths by observing the social media activity of competitors. This information can help firms with their marketing initiatives, enabling them to stand out from the competition, spot market gaps, and maintain a competitive edge. It’s impossible to exaggerate the importance of social media for businesses in 2023. Used correctly, it opens up a world of opportunities; allowing brands to engage their audience more deeply, and generate sustainable development in the competitive environment of today.

The Past and the Future

Museum and heritage brands are doing wonderful and creative things....

Historic Royal Palaces has launched a collaboration with high-profile fashion brand Olympia Le-Tan®.

Inspired by the hugely successful Crown to Couture exhibition held at Kensington Palace, the brand Olympia Le-Tan have created three unique limited edition clutch bags to kick-off their three-year licensing deal with Historic Royal Palaces, the charity that cares for Kensington Palace. Items from the exhibition have been interpreted across the brand’s signature book clutch for the unique collection, which have all been hand embroidered with silk thread and felt appliqué, a technique that can take up-to 300 hours to complete. Crown to Couture opened in April and celebrates the glittering world of the Georgian court alongside the high glamour of the modern-day red carpet. It’s the largest exhibition ever staged at the Palace, with over 200 fascinating objects on display from some of the finest examples of 18th century court dress to iconic contemporary red carpet looks. The Spitalfields Mantua is one of the highlights of the exhibition, dating from the

mid-18th century. The dress is a stunning example of the English silks that mantuas of women attending court during this period needed to be made from. Entire industries, and the London economy, relied on the court season. The silk on this stunning mantua has been brocaded with woven flower motifs which have been beautifully interpreted by the designers and seamstresses at the brand Olympia Le-Tan onto a book clutch. George III’s Coronation Fan was produced in commemoration of the Coronation of King George III in 1761. Aptly on display during this Coronation year, it features within the exhibition to highlight accessories worn to court. The King and Queen both feature on the fan wearing their Coronation robes. The satire print, ‘Tight Lacing or Fashion before Ease’ is just one print within the Historic Royal Palaces’ print collection, which covers fashion, interiors and architecture, as well as iconic palace scenes.

Jenny Smyth, Licensing Manager, Historic Royal Palaces: “We’re hugely proud of our new partnership with the brand Olympia LeTan. The handcrafted nature of these pieces and the skill that has gone into producing them is reflective of the time and effort that has gone into creating some of the historic pieces in this exhibition, including the ex-

quisite Spitalfields Mantua. This is a striking interpretation of what the Historic Royal Palaces licensing programme represents – be inspired by the past to create stunning product for today. We are excited to start work on new designs with the creative team from the brand Olympia Le-Tan.”

Imperial War Museums’ unique collections continue to inspire and expand year-on-year and their archive is perfectly placed to service the ongoing consumer trend for nostalgia licensing and British heritage. Its partners have cleverly developed a range of products that put a contemporary design spin on vintage artwork and slogans from propaganda posters to make them appealing, on-trend and humorous to modern consumers. This strategy has strengthened IWM’s retail footprint and allowed them to expand their licensing programme.

IWM have signed up new toys and games licensees that are poised to launch products in the UK from autumn, inspired by the museum’s design collaboration with Hemingway Design. Amongst these are The Lagoon Group, which is launching a range that includes jigsaw puzzles, a rubber-band powered spitfire, poster paper planes and a model spitfire and tank.

The licensor also continues to expand its

flourishing gift and homeware category, which has enjoyed tremendous success at retail, with the appointment of new giftware licensees, The UK’s largest giftware supplier, Widdop & Co. will be launching a giftware range entitled ‘Words of Winston’, based on iconic imagery and memorable quotes from Winston Churchill in addition to products featuring the Spitfire, Vulcan and Lancaster. To date IWM products have achieved great success. The Kimm and Miller product range ‘Victory is in the Kitchen’ was popular in Sainsbury’s and the Garden Centre Group. Products are also on sale in major high street retailers and the toiletry range designed by SLG was the bestselling male toiletry range in Marks and Spencer for three years running. David Fenton, Head of Retail and Brand Licensing, said: “The introduction of new licensees underlines the ability of the IWM brand to tap into the enduring trend for British heritage. The evolution of our partnership with HemingwayDesign and its ability to inspire new product lines perfectly demonstrates this potential.”

The Natural History Museum is the custodian of one of the world’s most important scientific collections comprising over 80 million specimens and more than 1.5 million books, manuscripts and artworks. The licensing team draws on the collections as inspiration to create products across a wide range of categories from apparel, homewares, furniture, stationery and toy.

2023 has already been a successful year for the licensing team with multiple launches from high street retailer Dunelm, a second womenswear collection from Joanie and in July their first collaboration with Biscuiteers.

The Museum’s collection of art inspired by the natural world has launched in John Lewis via another new licensee, East End Prints. The team has also announced a host of new partners - Galt Toys who will be launching a range of NHM STEM toys in 2024, Blues Group who are developing daywear, nightwear and accessories for the kids and preschool markets and A2V who have created a range of products appealing to consumers on the move via a partnership with World Duty Free stores.

The team, who recently celebrated multiple awards at this year’s B&LLA’s including Best Heritage Brand for the fourth consecutive year, are looking forward to another successful BLE showcasing some of the beautiful products that have launched throughout 2023 as well as a sneak peek of their third Joanie collection which will launch this November.

A new trend pack will be available to licensees

just before BLE, which is themed to nocturnal creatures, following on from the Day at the Museum trend pack, which was launched earlier this summer providing beautiful visual assets for the preschool market. With the opening of the newly transformed gardens in Spring 2024 the team are excited to expand the licensing programme into complimentary categories and start discussions across the LBE category whilst continuing to build on their successful programme in the UK.

The team are also gearing up for a busy end of year with announcements of new licensing partnerships in numerous categories including apparel, puzzles, toy and many more. International markets are now a focus with upcoming announcements of agents in key territories. Maxine Lister, Head of Licensing: “We feel the time is right for us to expand the Natural History Museum’s reach into other markets, with the case studies of what we have achieved so far we are able to work with our agents and licensees to develop beautiful products for multiple markets and bring the story of the Museum to a wider audience.”

Recent new deals for Start Licensing include China Petals launching mosaic craft kits with the Ashmolean Museum. Graphenstone Paints have developed the Treasured Collection Paint Collection with the Ashmolean have recently won awards for the range from Livingetc and Country & Town House magazines. This paint collection was also nominated for an award in the Licensing Awards in the Sustainability category.

It’s All About the ‘Ping!’

With a renewed energy and focus for 2023 and beyond, Total Art Licensing caught up with UK greeting card company, Crumble & Core, to hear all about their plans for expansion, including into the world of art licensing.

“We always know when a design, product, or new business ideas are right, because we all get what we refer to as ‘the ping’, it’s like a moment when we all go ‘yes, that’s it!’” says Louise Pike, one of the co-founders and owners of UK based greeting card company, Crumble & Core. ‘The ping’ has been at the heart of Crumble & Core since it was founded around the kitchen table by three friends, artist Jilly Mercer, commercial guru, Louise Pike and sister-in-law and retail expert, Lucy Pike back in 2017. Starting with a range of designs that artist, Jilly already had in her portfolio, the company has grown into a successful business servicing over eight hundred independent retailers in the UK, as well as customers in Benelux, via their licensing deal with Art Group, and retail accounts in France, Germany, Japan, and Switzerland. Their recent licensing deal with distributors Pavilion Gifts for earring cards and china products has been a great entry for them into the North American market which has been received extremely well.

“We were lucky to be able to test out our initial ideas and designs by placing a small capsule of our products in Lucy’s gift shop to begin with,” continues Jilly, “this allowed us to see first-hand how customers responded and then to develop our designs and product ranges from there.” This kind of customer feedback, as well as an understanding of running a retail business, has given Crumble & Core a real edge in developing not only their designs, but also their overall business. Drawing on their individual commercial, design and retail skills Crumble & Core began 2023 with a renewed focus and ambition for their business namely to grow their core ranges at retail, develop a bespoke artwork service to support visitor attractions and expand into licensing offering both their own customer base as well as other retailers in the gifting sector the chance to purchase products that complement the Crumble & Core aesthetic. “We feel really energised and focused by

this new direction,” comments Louise, “it really feels like we are working ‘on’ growing the business rather than simply being ‘in’ the business.” This renewed focus has seen Crumble & Core launch a new more colourful and visually impactful range of greetings and jewellery cards as well as scented candles under the ‘Bright Blooms’ banner. In addition to the core ranges, Crumble & Core have been working with visitor attractions around the UK to create bespoke watercolour designs that they’ve been able to turn into gorgeous product for the attractions retail outlets. This new area has already brought them commissions from Salisbury Cathedral, Urquhart Castle, Leeds Castle, and Blenheim Palace where their ranges have sold so well that they are now expanding into additional product lines. “We really see this as a whole new area to explore,” remarks Lucy, “and having engaged with this sector of the market, we’re really looking forward to attending and exhibiting at the ACE (Association of Culture Enterprises) conference next year where we hope to be able to show our current ranges to visitor attractions, museums and galleries with whom we can collaborate on creating new and unique products.”

Crumble & Core also took the decision to step into licensing, working with consultant and agent, Susan Bolsover, founder of Lightbulb Licensing, to diversify and grow their brand and take it into new product areas. “I was attracted to working with Crumble & Core not only because of their gorgeous artwork, but also because of their ambition, energy, and overall approach to doing business. They were open to new ideas and suggestions, and I found that really refreshing,” says Susan. With a focus on products that both compliment the Crumble & Core artwork, as well as work for their existing

retail base Lightbulb Licensing are exploring print-based products, such as calendars, stationery, and wall art as well as bags, accessories, and home décor. “We’re just closing an international deal for jigsaw puzzles and are in discussions for bags and accessories as well as finalising the appointment of an agent in GAS and Benelux,” comments Susan. “We are initially focusing on products that feel like a natural extension to Crumble & Core’s own ranges such as on calendars, stationery, textile products, tableware, toiletries and home fragrance.”

One of Crumble & Core’s central values in building their business has been how they can support other local and UK based companies. Priding themselves on being British Designed, British Made all their products are hand-finished in their oast-house offices in Sussex, while their packaging is sourced locally. The paper for their cards is milled in the Lake District and then printed in Kent, while their candle range is poured in the UK and made from recycled glass, and their jewellery boxes are made in Scotland. “The only product not currently sourced in the UK is our jewellery which comes from an ethical factory in Thailand,” commented Louise, “though we’d love it to be made in the UK if possible!” adds Jilly. This commitment to creating a sustainable, family business, driven by a shared creative vision and purpose is what really sets Crumble & Core apart in the art and design space and we’re excited to see the new licensed product opportunities for 2024 and beyond.

To stock Crumble & Core products or to discuss bespoke artwork services contact crumbleandcore@gmail.com

To discuss licensing opportunities, contact Susan Bolsover, Lightbulb Licensing at susan@lightbulblicensing.com

Frida Kahlo and Her Continual Allure

inspire young minds the values of self-expression, diversity, and the power of art to transcend boundaries.

their finger on the pulse of innovation, this collaboration caters to a global community of creators seeking to infuse their projects with the essence of Kahlo’s vibrant creativity.

The indomitable spirit of Frida Kahlo continues to captivate hearts and minds around the world, transcending generations and inspiring creativity.

Frida Kahlo’s allure in the licensing market remains steadfast, transcending into various creative realms. Through thoughtful collaborations, her essence is brought to life in ways that both honour her legacy and captivate new generations.

The Frida Kahlo Corporation, in partnership with Hachette, a renowned worldwide publisher, introduces an enchanting children’s activity set that delves into Kahlo’s life and artistic journey. This collaboration invites young fans on an immersive adventure, experiencing the transformation of a young girl into an iconic artist.

The heart of this collaboration lies in the creation of a limited edition of 8000 copies of a captivating children’s activity box which will be sold in French the speaking territories of the world. This collaboration aims to

In preparation for launch in 2024 the Frida Kahlo Corporation, and art ask agency, have also joined hands with Prezioso Group’s brands Play by Play and Famosa, both very prominent toy brands, to unveil an exquisite Frida Kahlo Nancy doll and a plush figurine. The launch of the Nancy Frida Kahlo doll, meticulously designed to capture her iconic style, offers a powerful message of empowerment to young hearts, from her vibrant attire to her iconic braided hair and signature brows. This doll is not only a plaything but a symbol of self-expression, individuality, and the limitless potential of dreaming big.Frida Kahlo is the eternal trendsetter with continued success in apparel and accessories around the world. Newly signed collaborations include For Art Sake for glasses, Fenella Smith for bags, Fashion UK, Brand Alliance and Designwork Australia for apparel, just to mention a few recently signed agreements. A new wave of creativity is set to surge as two iconic entities, the Frida Kahlo Corporation and Creative Fabrica, join forces in a ground breaking collaboration that bridges the gap between classic art and modern digital design. This innovative partnership is poised to redefine how artists, designers, and creators engage with the legacy of iconic Frida Kahlo and integrate her spirit into their digital projects.

The Frida Kahlo Corporation, guardian of the iconic artist’s legacy, and Creative Fabrica, a dynamic platform for digital design resources, have come together to unveil a treasure trove of digital assets that pay homage to Frida Kahlo’s artistry and life story. With

Art Ask agency new signing and new license deal sealed for Turnowsky and Groupe

Editor

Art Ask agency announces that Turnowsky, the award-winning design studio and publisher from Israel, and the French market leader in high end greeting cards and social stationery, Groupe Editor, launch and redefine elegance and artistry with “Fragile Nature” this autumn. A collaboration that will resonate with admirers of artistry and refinement. Turnowsky and Groupe Editor, distinguished leaders in the realm of luxury paper products, have united their creative prowess to introduce a collection that not only redefines the art of card making, gift wrapping, stationery, and gift items but also sets a new standard for the emotional connection that each piece can evoke.

This initial launch of a dedicated spinner featuring 48 embellished and elevated greeting cards, promises to be a symphony of elegance and creativity, offering a bridge between art and the human experience.

Each card is more than an object; it is a canvas that encapsulates the delicate beauty of the world around us paying homage to Turnowsky’s legacy of crafting experiences through design. Proudly made in France, each piece reflects a commitment to quality, elegance, and meticulous care. This dedication ensures that every item is not just an artifact but an experience—an embodiment of Turnowsky and Groupe Editor’s collective philosophy.

The Brand Jam Observatory

Brand Jam observes the world of licensed collaborations and brand extension activities, dissecting more than 300 innovative cases each quarter with its Collaborations Observatory for Total Brand Licensing. This issue’s column by Paulo Lucci is dedicated to three cases, all around music business, fandom and celebrity, which underline some trends to watch.

Music merch embraces pop-up retail

A special temporary store follows Born Pink World Tour, the act of the popular K-Pop girl group of international fame Blackpink. London hosted on July 2 a three-day event as part of a series of engaging experiences anticipating the appearance of Blackpink at BST Hyde Park festival, sponsored by American Express.

At this pop-up store, fans had the opportunity to immerse themselves in an experiential Born Pink World Tour store curated by Verdy, the Japanese graphic designer responsible for the group’s image. In this pop-up store, fans had access to a limited-edition collection, also curated and designed by Verdy, while American Express offered its cardholders exclusive access one hour before the general opening and a dedicated checkout line to avoid lines.

Bravado-Universal Music leverages the concepts of scarcity and exclusivity, emphasizing the F.O.M.O. effect on fans. By adding a dedicated benefit for its cardholders, American Express is joining the party, not only associating the brand with an emotional event, but actually serving GenZers.

Multiplying the touchpoints with fans is the new golden rule for music merchandising, tracing an evolution towards retail experiences paralleled to TV series franchises, with

Netflix and Paramount as leaders with many such activations.

From rap to riches

It was 2005 when François-Henry Bennahmias, an executive at the Swiss luxury watchmaker Audemars Piguet, convinced the board to launch the Royal Oak Offshore Jay-Z 10th Anniversary Limited Edition: 100 top-end watches co-designed with the rapper. Bennhamias, now the company’s CEO (the same responsible for long term deal between the luxury brand and Marvel) saw it coming, despite his role in the conservative world of Swiss watchmaking: the association of luxury and street culture can be groundbreaking. After nearly twenty years of this convergence, and many ups and downs (less downs, probably, although truly painful ones, as seen with adidas Yeezy) Hennessy, the cognac brand of LVMH luxury group, renames a bottle of Hennessy VS for the first time, in celebration of hip-hop’s fifty anniversary. The cognac has long supported hip-hop artists, and the famous multi-Grammy Award-winning rapper, NAS is one of those.

The LVMH brand created a new limited edition bottle, remodeling the name in ‘HenNASsy’ adding a trio of cocktails conceived for the tastes of the new generation. For his part, NAS reciprocated with a video in collaboration with photographer Renell Medrano, telling the story of his Bronx days.

So, as Bronx becomes the new Rive Gauche, Sean “Diddy” Combs, in addition to litigating with Diageo over the vodka brands they co-own (more on that in a moment), launches Empower Global, a digital marketplace designed to support black entrepreneurs and create more opportunities for them to access the resources, tools and support needed to build successful businesses.

Celebrities and booze: partners in business

Support for black people’s brands is key for Sean Combs, and his dispute with spirits giant Diageo stems from the idea that the high-end tequila DeLeón and vodka Cîroc, which the rapper and the company have co-owned since 2013, are not sufficiently supported because they are not targeted at the white community.

While the issue will be clarified in court, the

fascination of celebrities, be they rappers, rockers or actors, over alcoholic beverages is getting stronger and stronger.

Rod Stewart has presented his own whisky brand, just launched venturing with Scotland’s Loch Lomond distillery.

Rod Stewart joins the ranks of high number of celebrities who are entering the spirits business directly, putting not only their faces on it, but declaring their passions and tastes, creating a storytelling brand, and most importantly, partnering with a specialised producer for manufacturing and distribution. Bob Dylan, one of the exceptions in exposure on the rockstars scene, entered the bourbon market in 2018 financially backing Heaven’s Door, brainchild of two well-known whiskey industry figures-Marc Bushala, founder of Spirits Investment Partners (SIP), and Ryan Perry, a whiskey developer at Diageo. Unlike the licensed model, this directly financed business proves successful businesswise. Actor George Clooney launched his Casamigos tequila brand in 2013 for personal use, and then sold it in 2018 to Diageo for the incredible sum of $1 billion. According to Spirit Business, Casamigos became the fastest-growing spirits brand in 2022, capturing a 22 percent share of the U.S. tequila market. Cheers!

You can read about the most interesting collaborations, merchandising, and brand extension insights on BrandJam.it/en every week, and send any queries or comments at paolo.lucci@brandjam.it

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