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The benefits of selling licensed products
TOTAL LICENSING
Character World designs
and produces bedroom The benefits of selling licensed products
textiles featuring some of
the world’s best loved
The licensing market in the UK is sure and pester power amongst kids. own non licensed ranges which have
characters and supplies
worth over £2 billion and products In the ‘I want that one’ generation, our higher profit margins. However,
over 200 retailers across
licensed by Disney are likely to hit background work ensures our retail- Howarth argues that licensed products
the UK.
over $30 billion mark in annual sales ers stock the right characters at the can be used to compliment other in-
The company focuses sole-
in 2008. With figures like this, it’s not right time and benefit from the huge store ranges. “Licensed products can
ly on licensed characters
surprising that more and more retail- buzz that is created. Brands are care- be used to spearhead a varied range
after abandoning non-
ers are seeing the benefits of stocking fully matched to retailer to ensure of designs in-store. Proven, low-risk
licensed textiles due to
licensed products, often to comple- the right ranges are exposed to their licensed products teamed with own-
lack of demand from
ment their own ranges. target market. Basically, we’re able to brand, generic designs create a bal-
retailers.
Schweiger explains the consumer pull eliminate much of the risk involved anced product offering with something
of the big brands. “It’s been proven in making that first step into selling for every taste and budget. Although
Bon Bon Buddies is
time and time again that licensed char- licensed products at retail by knowing a premium price can be charged for
Europe’s leading supplier
acters quickly attract huge numbers of what will work for a retailer’s target character merchandise, this doesn’t
of licensed confectionary.
dedicated fans who are willing to go customer. mean the sales of the lower price
The company is based in
to great lengths own-brand products
Crumlin and has an office
to be surrounded are cannibalised. They
in France. Like Character
by all the official can work very well to-
World, Bon Bon Buddies is
merchandise of gether and could attract
dedicated to designing and
their favourite a customer base that
manufacturing leading
character. They would never have been
licensed products.
want everything exposed to the stores’
from clothing to own brand products.”
greeting cards, Added to this, Sch-
duvets to dolls, weiger states that re-
which means the range of opportu- Both companies stress that it’s vital to tailers across the UK, whatever their
nities for retailers is endless. A store refresh designs regularly to maintain size, can benefit from the advertising
that stocks the latest brands and latest customer interest and ensure repeat budgets and promotional spends of
products is able to increase its footfall purchases. the world’s biggest brands. “As well as
by offering these dedicated fans ex- “At Character World we pride our- benefiting from the world renowned
actly what they want. Selling licensed selves on refreshing all designs on a reputation and stamp of authenticity
goods gives retailers the opportunity seasonal basis – with designs that al- that comes with the official products
to create character themed window low retailers to take advantage of the of companies like Disney and Nickelo-
displays; shop in shop areas; or even desire within kids to have the most up deon, retailers will also profit from the
just points of sale, as a way of show- to date styles and products. This en- massive promotional spends of the big
Here, Danny
ing off and maximising the impact of a courages repeat purchases and means brands. If there’s a new film or DVD re-
Schweiger (above),
licensed range. The store may also be our ranges regularly evolve with the lease, for example, licensors will invest
Director at
able to attract entirely new customers re-branding of characters such Power huge amounts of money to ensure the
Character World and
by becoming known as a destination Rangers”. public is well informed. The Indiana
Chris Howarth
store for the latest Indiana Jones or Some retailers’ worry that licensed Jones film for example amassed global
(below), Managing
Spider-Man merchandise for exam- ranges will mean fewer sales of their box office sales of £157m in just five
Director at Bon Bon
ple.” days. They will use advertising to get
Buddies, explain the
Of course, there are still retail buyers well-timed exposure for ‘tie-in’ prod-
benefits to retailers of
that are yet to be convinced of the ad- ucts and inform customers where
selling licensed
vantages of offering licensed products they can buy them. As the consumer
products.
to their customers. Many worry that awareness of a brand heightens, retail-
the ranges won’t appeal to their cus- ers reap the rewards and undoubt-
tomer base. edly experience uplift in sales, without
Bon Bon Buddies say this is where having to spend a penny themselves.”
the company’s expertise comes into Licensed products have never been so
its own. Howarth explains. “With so popular and according to Schweiger
many licenses available, it’s vital we do and Howarth, there are clear ben-
our research very carefully in an at- efits for retailers that choose to stock
tempt to predict what is going to be them. Children will always demand the
the next big seller. By speaking directly latest brands and parents can be re-
to consumers we can see which li- assured that rigorous quality control
censes will generate both peer pres- governs all licensed products.
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