With gift retailers across the board going all out to ring up sales in the run up to Christmas, Ian Downes, who runs Start Licensing, an independent brand licensing agency, highlights some of the licensed giftware that’s currently trending for the festive season,
“One category of gifting that comes to the fore in the run up to Christmas is composite gifting, featuring food and drinks brands. There are several specialist licensees in this category including Beams, Kimm & Miller and Scoop Designs. They work with brand owners to put together gifting products that often feature the core brand accompanied with other items such as mugs and bowls.
Continues Ian: “Many retailers turn over space to this category for Christmas recognising that it gives them incremental sales opportunities and that the gift sets work really well, not least as they are trading off the awareness that the featured brands have.
“Good examples of this kind of product include a range featuring Baileys Irish Cream liqueur. Within this range product formats include an Orange Hot Chocolate gift set that comes with a branded mug, a mini whisk and a small bottle of Baileys. Other examples of brands featuring in this category are Jack Daniels and Guinness.
“In general terms, food gifting products also come to the fore in the run up to Christmas, with manufacturers such as Dean’s developing gift tins filled with their shortbread featuring the artwork of Steven Brown – well known for his very original and colourful highland cow artwork, while specialist fudge manufacturer Gardiners works with brands such as Famous Grouse to market gift tins of flavoured fudge.”
Ian highlights that it has also been interesting to see how retailers and licensees are embracing new opportunities emerging from shifts in consumer’s media consumption. “A good example of this is the rapid growth in the popularity of anime and manga properties. These properties, including the likes of Dragonball Z and One Piece, originate from Japan and have found popularity through animation, publishing and gaming. They are very much fan driven properties but it is a genre with a significant following. Licensees such as Abysse and Pyramid have recognised this and developed gifting ranges in response to the demand.
“These ranges have been supported by a range of retailers, including specialists such as comic stores, independents and book stores, and also feature in retailers such as Asda and WH Smith. WH Smith currently have a FSDU programme in place, with Asda dedicating a lot of space to anime inspired product.
“HMV is another retailer that has recognised and is embracing fan driven properties. HMV spend a lot of time getting to grips with the market, identifying opportunities – in part by talking to their customers but also by attending events such as Comic Con and also employing staff who are pop culture fans.
“Social media can also be a good source of market intelligence,” continues Ian. “HMV also work closely with expert suppliers such as Half Moon Bay, and they also connect with brand owners to further understand the market. Ranges that are currently in store include a Wallace & Gromit collection.
“An interesting point here is that licensees such as Half Moon Bay have recognised that fans are looking for products that really have an attention to detail or added value. They are prepared to spend more on products such as 3D figural mugs or tinware that is embossed. They are also more receptive to products that include specific details from their favourite programmes or films. This might include quotes that fans will recognise. Attention to detail in product development is important.
“Finally, it is also worth noting how the shape of retail and licensing is changing in certain situations. Take the RHS shop at Wisley as an example. This shop features a mix of products sourced from licensed suppliers, RHS licensees and non-licensed suppliers. Seemingly the RHS team are looking to buy the products that best suit their location and consumers. For example, they carry Emma Bridgewater and William Morris licensed products sourced from companies such as Woodmansterne, Elite Tins, Spode and Royal Worcester.
“Product selection is in part based on design fit but also on price points and packaging. The RHS shop also buys in depth so that key ranges get good coverage in store. “There is a full bay of Peter Rabbit product in store. The RHS also support their own licensees with companies like Heathcote & Ivory and Dexam featuring prominently. Another interesting aspect of the RHS approach to product is their development of exclusive ranges that feature just in their shops. Here they support artists, illustrators and artisan producers. This is a great use of their retail outlets but also ensures that their shops feature unique products and designs. A good example of this is a range that they have developed with artist Rob Ryan that includes Christmas decorations and gifts.”
Concludes Ian: “Things have certainly changed since my early days in licensing but there is certainly no change in how closely linked the worlds of gifting and licensing are. Indeed, there are probably more opportunities now for gift manufacturers and retailers to use licensing in a proactive way to engage with consumers.”
Top: Ian Downes runs Start Licensing, an independent brand licensing agency.
