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TOTAL LICENSING
and yet still reflect the whole range tures and diverse profitable cross cat- time at home with their families, and
of human emotions. Charlie and Lola egory L and M programmes”. enjoying the simple pleasures such
is another one where Lauren Child’s as going for a walk or eating home-
graphics and Tiger Aspect’s TV pro- Anthony Temple: “In pre-school, cooked meals. Fashion and celebrity
duction allow real emotional depth to Thomas the Tank Engine was the brands with the right equities can di-
shine through stories and images that groundbreaker that paved the way for versify credibly into the Home area.
appear very straightforward”. introduction of British pre-school into
the American market. British publish- Health and Wellbeing: fuelled by the
John McInnerny: “In the pre-school ing classics such as Beatrix Potter have desire to pamper and protect them-
category the likes of Thomas The also translated successfully in the US selves, consumers are actively engag-
Tank Engine and Bob The Builder. On and Japan and more recently Manches- ing in meditative forms of exercise and
the art side Bang On The Door and ter United has become a big brand in leisure (e.g. yoga and pilates), natural
Withit. Also Wallace and Gromit. All Asia. There are many examples and and complementary medicine, and spa
individual and impossible to ignore”. it’s always refreshing to see successful treatments. Thus, opportunities ex-
British exports overseas”. ist for brands with a natural empha-
Bettina Koeckler: “The one prop- sis, promoting health and wellbeing.
erty which immediately comes to
Finally, how, in general
Health and Beauty, Food and drink,
mind is the Teletubbies. Introduced
terms, do you see the
gyms and spas, and other leisure-ori-
as a pre-school show with an all new
future of licensing in
entated brands will see greater rel-
concept and design behind it, it has
the UK. Are there any s
evance.
become a big success in all major in-
ectors of the marketplace
ternational markets. Harry Potter is Harmony with the Planet: shopping is
obviously also on that list – though it
that you see likely to
becoming an increasingly political pas-
has been marketed by a US company.
expand or contract? If so,
time as consumers seek out products
But one should not forget the British
what makes you think this?
that are organic, Fairtrade, recycled or
brands such as Range Rover, Dunhill for a good cause. Thus, opportuni-
or the National History Museum and
Sean Clarke: “Generally, even though
ties are ripe for brands with an ethi-
also celebrities like David Beckham.
we are experiencing an economic dip I
cal stance, ‘green lifestyle’ brands, and
However, the Teletubbies have shown
am still positive about the future of li-
charities as brands in their own right.
that an international property can very
censing in the UK. There will always be
Co-branding partnerships with chari-
well dominate a marketplace once it is
birthdays and social occasions to buy
ties can, of course, be effective at rais-
marketed with the right strategy and
gifts for we just need to work even
ing the profile (and consumer aware-
partners”.
hard to understand our market, en-
ness) of specific causes”.
sure are programming is being viewed
Vickie O’Mally: “In global terms,
on all existing and developing plat-
Nicholas Durbridge: “Licensors
Britain can hold it head very high; from
forms, adapt our product accordingly
must adopt new ways to bring prop-
the Potters (Harry and Beatrix) to the
and support our key categories with
erties to the marketplace, for example
Mr Men and Winnie who, let’s not for-
strong marketing support.”
the Internet. Supermarkets are far
get, is really a British bear”. more powerful and important than
Ciaran Coyle: “I list four key market
ever before while department stores
Claire Shaw: “Postman Pat and Tel-
and consumer trends, which I believe
are less so”.
ebtubbies in the pre-school category.
will drive licensing opportunities in
Both properties have achieved world-
the UK.
Angela Farrugia: “The brand licens-
wide success and continue to evolve ing arena continues to grow globally,
as strong brands which resonate with
Lifestyle by Design: consumers increas-
particularly in the area of mainstream
its audience.
ingly want to experience their favour-
brands. The industry cannot afford to
Postman Pat is being refreshed and
ite brands in every aspect of their
stand still, and as such the brand own-
CBeebies has commissioned a brand
lives. The licensing of fashion brands
ers have to evolve to meet the needs
new series (52 x 15) Postman Pat SDS
has led the way in allowing consumers
of changing markets. Sectors such as
which sees Pat in a brand new guise
to realise this desire. Thus, brands that
promotions become lost in the objec-
and promoted to Head of Special De-
can stretch beyond their core through
tives”.
livery. The new show has generated
a recognisable design handwriting and
pre-sales in over 80 territories.
brand image will be the new lifestyle
Stephen Gould: “Whether a cynic
Harry Potter is undeniably perhaps
winners.
or an optimist, the future is one where
the most successful British export of there is no place for the mediocratic
all time. A worldwide publishing phe-
Cocooning: in their desire to escape
and one where all the component
nomenon which has spawned several
the hustle and bustle of everyday life,
parts of any successful licensing pro-
multi million pound Hollywood pic-
consumers are spending more quality
gramme must encapsulate the risk
120
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