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, both in major multiples and independent gift stores.
“Retailers are in full festive mode now, with ranges in-store reflecting the Christmas sales opportunity,” states Ian. “It’s interesting to see certain types and formats of product coming to the fore, as well as what’s been pushed to the front of shelf for the Christmas season.
“In toys and games, it’s boxed board games. This is a category that seems to be growing, but Christmas is giving it extra fizz. The products are being bought as gifts but also as family entertainment for when family and friends get together over the festive season.”
Continues Ian: “Foyles is a good example of a retailer that is backing this category in depth, as it has a dedicated, substantial space on the ground floor of its Charing Cross Road store for both board games and puzzles. Within the board game offering there are a number of licensed lines. One selection theme seems to be backing board games based on popular TV game shows. These feature big brand names and often recognisable ‘talent’, and also fit in well with the idea of family entertainment and families choosing to play a game together. Examples of this include Michael McIntyre’s The Wheel and Richard Osman’s House of Games.
“Foyles also stocks the Popmaster board game. This is based on Ken Bruce’s very popular Radio 2 music quiz, where it’s refreshing to see a brand built on a radio show. There is also a presence for games based on programmes from platforms such as Netflix, an example being The Queen’s Gambit board game. It’s clear that TV – and radio – tie-ins are a strong component of the board game market, particularly at this time of year.”
Staying with Foyles, Ian highlights that the retailer also supports jigsaw puzzles in depth, featuring a large selection. “Licensing-wise, one puzzle that was particularly interesting was a 750-piece shaped puzzle featuring the Liberty shop. The design featured a lovely illustration of the iconic Liberty shopfront. I believe that the puzzle was published by a US company so I’m guessing that, as a classic British brand, Liberty resonates well in the United States. However, it also speaks to the uniqueness of Liberty that a retailer such as Foyles is happy to stock a product featuring another retailer,” Ian highlights.
He adds that, as a former purchaser, he also recently received an email update from Biscuiteers. “It was introducing a new licensed range featuring Paddington Bear. The range includes a biscuit tin and a postable letterbox-friendly giftbox. The products include a Paddington biscuit and a Marmalade jar shaped biscuit, along with other designs featuring iconic London images. It’s a well presented collection and uses the Paddington licence well. It was also interesting to note that the Biscuiteers products are available in Hamleys too, reinforcing the fact that Paddington is a brand that has strong appeal and resonance with visitors to London. Additionally, it was interesting to see a retailer such as Hamleys stocking a product like this, but again, a reflection that retailers are taking a much more flexible approach to what they sell these days and are less rigid in their product selection.
“Having received the product update via email, I was reminded how important it is becoming for companies to have a direct relationship with consumers. With product updates and news, they can really engage with consumers. From a licensing point of view, it is much more common to have conversations about supporting product launches through email marketing and social media these days. And staying with Paddington, he has been a very busy bear recently, and now has a London bus tour where people can have tea with him. Again, a great example of a new style of licensing and building Paddington’s profile in the visitor marketplace.”
Ian adds that different types of licensing are also making an impact in the independent gift retail sector. “Independent retailers are a core part of the retail mix who can have a strong impact in and on local high streets. It’s increasingly common to see independents in the gift sector selling a mix of product categories, as well as abuying and selecting product to reflect their customer base and often their geographic location.
“I was further reminded of the uniqueness of the Liberty brand by a product range I saw in a gift shop at Cowdray Park. It was selling a range of products such as hot water bottles and make up bags by Alice Caroline which feature a Liberty print, accompanied by the distinctive Liberty swing tag.
“The product range suited the retail environment and, from Liberty’s point of view, the partnership gives it access to a network of retailers in a kind of outreach programme. It helps to reinforce its brand credentials and remind consumers about the brand.
“I also visited Gilbert White’s House, a very interesting location, and a site that has its own gift shop as well. Here again, it has selected product to suit the shop and the location, including art-based ranges. A big part of its product selection are stationery lines – such as Notecards from Art Angels – which feature illustrations from several artists, with subject matter such as birds, nature and country scenes. The product and subject is well chosen for the location and a great example of how art licensing can have an impact in the independent marketplace.”
Concludes Ian: “licensing can come in lots of forms and styles – it’s easy to forget that licensing features in a broad spectrum of retailers – but increasingly, it seems that success in licensing and retail is about knowing your audience, including those that might be tempted by a sweet biscuit or two!”
Top: Ian Downes runs Start Licensing, an independent brand licensing agency.
