TOTAL LICENSING
versus reward model in tandem with Licensed products will continue to a part of kids’ everyday lives. Hence
equity parameters from both a gra- be driven by social trends too – the the success of Nickelodeon’s iCarly. Its
tuitous and punitive perspective. In industry will increasingly be driven by storyline is based around kids and the
short, there will be consolidation and environmental and ethical concerns as Web and it utilises the concept in a
there will be casualties. Purest licens- public awareness increases”. clever, quirky way that’s appealing to
ing agents will struggle to compete the teen and tween audience – and
as their already limited commission John McInnerny: “It is always a sur- especially girls.
retention is further eroded by third prise to me how many people make But technology is also becoming rel-
party partnership demands and those their living out of licensing. There are evant to another market: the family.
without an equity stake in the brand so many niches to be explored. The There’s a noticeable trend towards
will have little choice but to watch brand and sport categories will con- family-oriented gaming through
from the sidelines instead of scrum- tinue to expand. We will continue to products like the Wii. That will have
ming down on the pitch. Specialist de- be a vibrant market”. a knock-on effect on consumer elec-
lineation will become further blurred tronics as pricing reflects demand but
as licensees become licensors, retail- Bettina Koeckler: “I believe we it may have other, less immediately ob-
ers become licensees, broadcasters will see a shift from classic licensing vious ramifications. The marketplace
become licensing agents and licen- to more and more Direct-to-retail li- still has a lot of surprises in store”.
sors become retailers…..and so on. In censes. The retailers know the orders
short, the market is about to become which they want to take and by licens- Claire Shaw: “Will always remain
vey ambidextrous to say the least. The ing them directly the risk of manufac- buoyant. The key to success is identify-
close networking hub that is the UK turing is drastically reduced. With their ing a strong niche in the market and
licensing fraternity will remain, how- support in store and the media the properties which have great storytell-
ever, it too will become much more product turnaround gets a lot quicker ing and characterisation will always
“black and white” in it’s levity as en- and the consumers can choose from perform and achieve cut through”.
trepreneurial acumen falls foul of re- new product and designs which again
tail distribution cynicism. There needs drive costumers in the stores. When it Anthony Temple: “The future will
to be a re-balance of the power base comes to content I believe that brand be as challenging and changing as it has
and a taking of stock by all in the play- licensing will see some growth due to been over the last 10 years. The busi-
ground and as part of this continuing the evolution of the population and ness is founded on trends and fashions.
evolution, mainland Europe is about to the increasing trend amongst also the If I had a crystal ball and could predict,
come ashore – big time! Some retail- younger consumers to express them- I would probably keep the secrets to
ers are already here and more are on selves by a fashion statement”. myself and become a very rich man!”
their way, however, the greatest im-
petus will be from licensees who are Vickie O’Mally: “For those that can
both strongly established in Europe adapt to change, explore new com-
and who are now proactively engaged mercial and creative models, the fu-
in conquering the previously protect- ture’s bright.
ed domain of the home base licen-
Sign up for your
see. Much of the latter territory shift Clare Piggot: “It will be interesting FREE subscription to
is driven by nationalist retail as they to see what happens to the overall re-
Total Licensing.
will readily take what they can, at the tail landscape in the next 12 months.
lowest price they can from wherever There will be winners and losers; it’s
they can…..and any business etiquette inevitable given the economic situa-
Visit Booth 410 at
or industry protocol has no place in tion we find ourselves in.
Brand Licensing
their scant pursuit of an ever improv- But it’s not all gloom and doom. Pre-
Europe 2008
ing bottom line. In short, the gloves school will remain healthy. The tweens
are off and Darwinian Law is coming and teens market is getting even more
home to roost!” interesting as live action takes off. This
Alternatively, see
particularly applies to girls - and that
Total Licensing at
Richard Hollis: “Licensing certainly is a particularly interesting market.
has a strong future. As long as enter- Across all female age groups a trait
MIPCOM
tainment is inspiring then kids – and that’s coming through in licensing and Licensing Asia 2008
adults - will want to be part of the broadcasting these days is to provide
Licensing Forum Italy
world of their favourite characters, aspirational role models for girls (Dora
whether that means wearing clothes the Explorer is one such). Another
Day of Licensing,
that demonstrate their loyalty, collect- trait – and very much affecting girls
Germany
ing replicas of what they see on screen, - is the growing number of TV shows
or acting out the stories themselves. reflecting the fact that technology is
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