Start Licensing’s Ian Downes credits the Barbie movie for putting licensing in the spotlight this year.
“July saw the release of the Barbie movie which brightened up a very dull month weatherwise, and created quite a stir in the licensing market. I think most people have applauded Barbie, not least for its all encompassing marketing campaignand the way it has engaged consumers. Given current market conditions I think the licensing industry has been united in its praise for the film and the way it has helped shine a light on licensing.
I know some retailers are cautious about licensing, having concerns about issues like shelf life for licensed products, pricing and product differentiation. However, I think the Barbie campaign and a number of other recent licensing programmes should make retailers think again.
Licensing is a much more sophisticated model these days. with products created to appeal to different parts of the retail market and different consumers. It is no longer one size fits all. Brand owners and licenses are more aware of the need to develop a licensing programme that can travel retailwise. Most licensing programmes are accompanied by multiple design guides that allow licensees and retailers to work in a more bespoke way developing products that fit a particular sector rather than crowbarring in a particular design look. In turn design and product development are more thought through these days and there is much more awareness about being customer ready.
Most IP owners and licensing agents are more open to talking to retail buyers and working collaboratively with them to develop ranges that they are looking for. Brand Licensing Europe has recognised the link between licensing and retail by making their show very welcoming to retailers, and also running a Retail Mentoring Programme for new buyers.
Given the publicity and goodwill Barbie the movie generated it is worth reconsidering licensing and the role it can play in your business. Licensing is part of pop culture and pop culture is a movement that is a significant one, and one that is certainly influencing consumers.
Indeed, I have noticed how some retailers have recognised how licensed products can help drive footfall for them while also creating engaging in store and window displays. Licensing and licensed products can make a positive contribution to the in store experience.
Recent examples include the likes of Ryman featuring licensed ranges from Squishmallows and Numberblocks in store including a branded Numberblocks FSDU. Branded FSDUs seem to be coming more popular in retail and it is easy to see how a popular licensed brand can be effective in this context.
WH Smith are currently using Spider-Man as a core part of their Back to School offer. Licensing can contribute to a range of retail events and themes, thinking about opportunities such as Father’s Day and Mother’s Day. This can also extend into sporting events such as The Ashes and the Women’s World Cup.
It is also good to see gift retailers such as Between the Lines featuring brands like Emma Bridgewater in their window displays, combining core products and licensed products to make a really effective display.
Generally IP owners think carefully about design and invest in it, ensuring their design work is attractive, engaging and on trend. It is a really good asset for retailers to tap into and to leverage in their displays. This can also work in retail environments such as department stores. Recently Ben Townsend from Aardman, one of my clients, visited Selfridges in Birmingham. Ben highlighted how the retailer had embraced licensing in areas like its toy department with well signed dedicated space for brands such as Paddington and Harry Potter. But this themed approach wasn’t just confined to entertainment brands, it extended into areas such as heritage with dedicated space for the V & A.
When well planned and deployed, licensing can enhance the retail experience.Perhaps it is time to give licensing a second glance.”
E: ian@startlicensing.co.uk; Tel: 07776 228454; twitter.com/StartLicensing
Top: Ian Downes runs Start Licensing, an independent brand licensing agency.
