Start Licensing’s Ian Downes reflects on the Wallace & Gromit film Vengeance Most Fowl and also highlights the rise and rise of plush in the gift industry.
Like many others I enjoyed the new Wallace & Gromit film over Christmas,Vengeance Most Fowl. Aardman are one of our clients and it was really uplifting to see the film they have lovingly crafted being so well received by the public. It has been good to hear from licensees such as Aurora, Half Moon Bay and Paw Print Family that the on screen success has translated into off shelf sales success. It is a welcome reminder that a patient and focused approach can work in licensing.
One aspect of the Aardman licensing programme is a commitment to authenticity and developing products that are ‘on brand’. We feel this approach is well received by consumers and retailers. Consumers in particular are increasingly looking for products that connect them to the brand that they are fans of and help them extend their brand experience. Companies like Half Moon Bay understand this and have invested in bespoke product such as 3D mugs and shaped cookie jars. Products like this are more expensive to manufacture but the product development investment pays off in regard to sales, listings and longevity in the market. Licensing and licensees are getting better at long-term thinking and investing in product formats that have the scope to be in the market for an extended period. This approach also insulates them against a constant churnover of product which can be costly.
Christmas however, is a fast fading memory now, as I have already notched up three trade shows with more to come. I attend trade shows to meet our licensing partners, to meet retailers and also to check in on product trends.
This month, one product area that I focused on in terms of trend watching was plush, which is definitely a category that has evolved over the years for the better. In general terms, plush manufacturers are investing more in product. Companies are thinking more about design and also about purchasing decisions. For example, there is more awareness around collectability and also more thought is given to the gifting potential of plush.
A good example of this shift was provided by SC Brands and Bon Ton Toys at Top Drawer, a long-term exhibitor. They have done a great job of developing Miffy in the plush category with a commitment to design innovation in terms of colour, format and materials and do a great job of showcasing the brand at the show. Their product display really showcases the spectrum of colours they use and is an effective way of signposting how Miffy has evolved in the category colourwise. It was also interesting to see that they have just launched a Snoopy product range and again, they have given this classic brand a fresh feel with the product styling. Ranges like these show that there is merit and reward in investing in product development.
Plush was also on my radar at the EAG show. This trade show is centred on the leisure and amusement sectors. Exhibitors include the likes of PMS, Whitehouse Leisure and Bandai NAMCO who all have plush in their ranges. These products are generally used as rewards and prizes within the leisure sector.
As a general point, the quality of plush that these companies produce has improved dramatically over the years. There is no longer a noticeable gap between retail and leisure plush. An interesting trend that I noticed at EAG is the prominence of plush ranges based on gaming franchises like Minecraft, Sonic the Hedgehog and Pac Man. This underpins the popularity of gaming as a genre and the pull it has with consumers. The ranges I saw at EAG also show how gaming characters can work in plush again when companies treat brands individually and show a commitment to developing products that capture the brand accurately. Fans want authentic products.
My final trade show of January was the UK Toy Fair and, of course, there was no great surprise that there was plenty of plush on show. It was good to see how Aurora have developed ranges like their Aardman one as a collection of characters. In part, this in response to retailers who seem to want to sell collections and merchandise them in store accordingly. In Aardman’s case the Aurora range features characters from a number of Aardman’s films. Consumers are receptive to plush ranges that are developed in this way – it encourages repeat purchase but also makes gifting easier.
A final observation on plush was inspired by Rainbow Designs’ recently launched Mr Men and Little Miss range. This is an evergreen brand that has featured in plush throughout its licensing life. This can make launching a new range challenging. How do you deliver a new plush experience? I think Rainbow Designs have managed to do this. They have changed the product format and feel while also adding some new features such as colour coordinated hang tags with messaging on. The product has a real gift feel to it and also feels good to the touch which should translate well into impulse purchase in store.
My trade show looking out and focus on plush has encouraged me that companies are investing in product and product development. Licensing helps them to do this and also to create engaging ranges. Hopefully this investment pays off in sales – I think it will – not least as licensees are giving fans want they want – an authentic brand experience.
Ian Downes, Start Licensing
07776 228454 | twitter.com/StartLicensing
Top: Ian Downes runs Start Licensing, an independent brand licensing agency.
