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TOTAL LICENSING
Sean Clarke: “The obvious growth past lethargy and negativity toward the The audience and fans can be upset
area has to be sports. Football will London hosting in 2012 will shortly quite easily and it’s tough to win them
continue to thrive and off the back of reverse and positively magnitise over back”.
the great success of the GB team in the coming years. Aspirational lifestyle
Bejing, I am sure there will be great licensing will also increase its market Vickie O’Mally: “In times on uncer-
momentum into the Olympics in Lon- share primarily via celebrity and art & tainty, people turn to classic rights and
don in 2012.” design routes. There is unquestionably we’ve certainly found that our tried
a consumer hunger for all of the afore- and tested entertainment properties
Ciarán Coyle: “The big growth areas mentioned, however, the consolidated, are performing strongly despite gen-
for licensing lie in corporate brands dominant and intransigent retail dis- eral market conditions; WWE, Sesame
and celebrity brands that can offer tribution base in the UK & Eire is the Workshop and Elvis Presley exemplify
a credible and aspirational lifestyle biggest obstacle to market diversifi- that. With proven properties, risk is
proposition to consumers. cation. At the other end of the scale, minimal and that’s very attractive to
Land Rover, a premium brand that is corporate brand extension licensing licensees and buyers in turn. Confi-
most associated with adventure and will probably decrease in market share dence also comes from rights which
the outdoors, has built on its brand as other IP owners come to the table have been successful in other catego-
equity by licensing products into cate- for a “slice of the pie” and also as the ries and we have classics-in-the-mak-
gories close to its core. In the UK, the higher end product sector suffers with ing such as Horrid Henry, which has
extension into bikes has been seam- the credit crunch and very real pos- grown from Francesca Simon’s phe-
less in the eyes of consumers. The sibility of imminent recession”. nomenally successful publishing series
brand also immediately developed a into first a TV smash and now Re:
credible positioning at retail as it sat Richard Hollis: “I think art licensing Creation’s toy line”.
side-by-side other famous, up-market is undervalued. As people have more
bike brands. chance to create and showcase their Clare Piggot: “I think it’s impor-
Celebrities that have a specialism own creations online - art, home- tant to mention the Olympics here
can also bring depth and breadth to grown music, and personal pastiches - and not the Beijing but the London
a potential lifestyle proposition. Gar- and hybrids of other elements become Olympics; sport is going to be high
den tools and outdoor products from more feasible and easier to share”. on everyone’s agenda and it will be
much-loved British gardener Alan a boost both for the capital and the
Vickie O’Mally
Titchmarsh is a case in point. Con- John McInnerny: “There is an inexo- country”.
Copyrights
sumers are likely to engage emotion- rable growth in brand licensing and
Promotions UK
ally (and financially) if the respective also sports. This will, I am sure, con- Claire Shaw: “Art is proving to be a
brand extension genuinely delivers tinue”. category to watch out for. Many suc-
added value and a point of difference cessful properties are being bourne
in the market place”. Bettina Koeckler: “Over the past out of stationery and greeting cards
few years we have seen quite a number which are successfully transitioning
Nicholas Durbridge: “Brand and of brands outside of the entertain- into apparel and homeware. Two note-
sports licensing are robust in the UK. ment sector which have contributed worthy examples are Me To You and
Also, a lot of celebrity licensing. Art broadly to the overall licensing situa- BobbyPin.. It demonstrates that having
is fairly flat. With the 2012 Olympics tion: whether art brands or company broadcast in place is not always a pre-
looming, sports has to be one of the brands from the a range of sectors requisite to kicking off a strong licens-
biggest growth areas”. including automotive and sports to ing and merchandising programme”.
fashion brands up to individuals like
Angela Farrugia: “ Food and bever- actors and music. I certainly do see a Anthony Temple: “Brands, sports,
age brand licensing is growing faster growth in this segment as more and celebrity and demand for designer la-
than other sectors. Consultancy more young people want to make a belled products”.
projects are also a large part of the statement at a much younger age and
mix, showing the increasing caution they use brands to express them-
On the entertainment
taken by big brand owners to evaluate selves. With the Olympics coming up
side, how important, in
Clare Piggot
before moving into this area”. in the UK I see a quite a potential in
your opinion, is terrestrial Nickelodeon Viacom
the sports brand business as well as
television broadcasting ?
Stephen Gould: “Undoubtedly there fashion brands as they feed the wish
How do you see the future
will be growth sectors and the most for luxury in the consumers’ life. How-
significant one will probably be sport ever, key to a long-term success in this
of broadcasting in relation
with the current hype of the Beijing area of licensing, is to be extremely
to licensing?
Olympics and how this will inevitably selective in deciding if the brand trans-
translate in the build-up for London in fer is keeping the true brand values
Sean Clarke: “Terrestrial broadcast-
2012. Indeed, I would predict that the or when it’s just not making sense.
ing has become less critical, over the
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