As Brand Licensing Europe (BLE) gets ready to mark its 25th birthday at London’s ExCeL from 24-26 September, GIftsandHome.net takes a look at what’s new in licensed giftware this season.
New partnerships span everything from home and gift, jewellery, bath and body, fashion accessories, lighting, housewares, baby and children’s, plus much else besides.
The Personalised Memento Company (PMC) has several new licensed products being released this autumn/winter to include a Tiny Tatty Teddy safari breakfast set, which is part of a wide selection of new Tiny Tatty Teddy products, including photo albums, money boxes and more besides. It also comes in a floral woodland design.
“Mealtimes are an important part of the day, and this set will encourage little ones to sit at the table to eat their food,” says PMC’s marketing director Keren Dicken.“Each piece features an illustration of Tatty Teddy, along with the child’s name, which adds an extra special touch.”
Fizz Creations, best known for its innovative lighting and quirky kitchen gadgets, has combined the company’s expertise with one of the hottest trends in toys – Squishmallows. “Our vibrant neon lights feature Cam, Fifi, and Winston, along with string lights, waffle makers and pancake pans,” highlights head of marketing Zoe Ryan.
The Wheat Bag Company, always keen to develop their own range of bespoke textiles, has recently worked with Emma Lawrence Designs to license ten exclusive designs for the company’s handmade fabric wheat bags, home accessories and handmade gifts. The designs feature Emma’s detailed illustrations of farm animals and 4×4 farm vehicles, bringing the countryside into the home.
“Using designs which have already proved popular enhances the range,” says The Wheat Bag Company’s managing director Sally Moore. “Working with an illustrator who hand draws the designs fits in well with the ethos of The Wheat Bag Company brand.”
On the beauty, bath and body front, Mad Beauty is launching a series of new collections that have been inspired by some of the most iconic characters in entertainment. The Rocky Horror Show collection is a brand new licence for the company, as is a Beetlejuice-inspired collection to celebrate the film’s recently released sequel. The Disney The Jungle Book collection meanwhile, features classic Disney art inspired by the original transformation, with Mad Beauty also celebrating Tom and Jerry,
“Creating new collections and coming up with fresh ideas is always a challenge, ” comments Mad Beauty’s creative director Julia Cash. “We look for four key elements that we believe represent the essence of the licence so that we can tell a great story. These include looking at products that are on trend, deliver our quality expectations as well as interpreting the fun and the magic of the properties.”
Shrieking Violet meanwhile, has launched its first licensed collection, partnering with the Royal Entomological Society to create a range of flower pendants with bee charms. “The pendants symbolise the synergy between flowers and insects and the important role they play in biodiversity,” explains Shrieking Violet’s co-founder Lash Marash. “We’re delighted to work with the Royal Entomological Society to raise awareness as well as funds for a cause that we all rely on, which ties in with our business, with all our jewellery handmade with real flowers.” Adds Lash, “For every pendant sold in the collection, 5% of the sale price – with a minimum donation of £2 – will go to the Royal Entomological Society.”
With the festive season in mind, Willsow has launched licensed plantable Christmas crackers in collaboration with the RHS. All feature RHS designs and recycled paper, with the cracker containing a hat and a joke. “Once the paper is planted, it grows and flowers, making the cracker the gift,” explains Willsow’s founder Tom Willday. The crackers complement the company’s recently launched RHS calendars which feature a different flower for each month of the year.
To read the article in full, click through to pages 63-65 in the September issue of Progressive Gifts & Home.
Top: Squishmallows Fifi The Fox neon lighting from Fizz Creations.
