Start Licensing’s Ian Downes says that while Halloween is gaining momentum in the licensing space, Christmas is very much licensed-led in the big multiples.
“I recently visited the National Trust’s Winkworth Arboretum, tempted in by the promise of seeing the Autumn colour which is a sure sign that the seasons are changing in nature, and, judging by a few recent retail visits, the seasons are currently changing in shopping as well. The Autumn colour wasn’t fully out, and again, at retail, the seasons haven’t fully changed yet either, with Halloween and Christmas ranges in particular fighting for space.
Interestingly, Halloween as a retail and licensing theme seems to have gained increasing momentum in recent years. I can still remember when it was a very small opportunity and seen as a new business opportunity for licensing. Now it seems to be firmly fixed in the retail and licensing calendars. The vast majority of retailers seem to be building their ranges around generic product with a sprinkling of licensed lines, but it’s clear that in categories like confectionery, dress up and partyware licensing is playing a role.
To date, my highlight has been a shopping bag in Tesco featuring Snoopy in a cloak, with the slogan Spooky. Simple but effective, and a reminder how existing artwork can be re-purposed to fit specific occasions which, of course, can be bolstered by commissioning bespoke art packs tailored to particular themes.
As noted in previous Licensing Lookouts, licensing has got much better at developing artwork to suit specific opportunities and retail gaps. Another interesting Halloween development I spotted is the development of specific Halloween themed books, such as one I saw featuring Bluey in a Let’s Get Spooky activity book.
Christmaswise, retailers are starting to roll out their Christmas ranges including specific categories such as composite gifting. Boots in particular, is a retailer that supports composite gifting, investing in a printed gift guide catalogue, Give Joy, which available in store. Licensing and licensed brands feature throughout.
Examples include a MasterChef apron and PlayStation bookends; Delicious Art, a food gifting range built around the National Gallery licence, a well established range having been in Boots for some time – a good example of taking a long-term approach to product development and retail relationships. Other food brands include Nando’s sauce gift sets; TGI Fridays cocktail sets; BBC Good Food’s Loaves and Bakes sets, and more from MasterChef. One range that is highlighted in detail is a Disney food gifting range using festive Mickey Mouse imagery, with the range including hot chocolate gift sets, festive biscuits and baking sets that are presented in a Christmas themed design. It works well as a range ‘off the page’.
In other retailers, Tesco has also been bringing in their festive food and drink gift sets, leaning on high profile brands that attract an audience and are also very giftable. Examples include gift sets featuring Baileys, Famous Grouse, Jack Daniels and Guinness.
The quality of product and design in this category has definitely improved in recent years, with the product mix becoming more varied. It is no longer only focused on glassware but is embracing a range of product categories. One of the Guinness gift sets for example, features a Guinness bobble hat. It may still be October, but it’s definitely getting to feel a lot like Christmas!”
E: ian@startlicensing.co.uk; Tel: 07776 228454; twitter.com/StartLicensing
Top: Ian Downes runs Start Licensing, an independent brand licensing agency.
