It’s been a busy couple of months in the UK Licensing market, most notably as the industry assembled at the 25th incarnation of Brand Licensing Europe (BLE) and people’s attention turned to the key Christmas trading period.
BLE celebrating its 25th Anniversary was cause for celebration and also reflection. The show has come a long way in its 25 years – it was originally sited at the Business Design Centre in Islington and is now sited at ExCel in London’s Docklands. The two venues are some 10 miles apart. The distance in miles traveled is modest when compared to the strides the licensing industry has made in the same time.
Licensing is definitely now more established in a range of business sectors and recognized as an opportunity by more retailers. This is due in part to the collective effort of the industry but of course this has been bolstered by the work of individual companies. Licensing is a cooperative business but also one that is highly competitive. BLE 2024 reinforced the growing level of competition on the supply side of the business – there are more rights than ever available to license. Maybe we need to be a little more circumspect about launching new properties?
It also reinforced my view that as an industry, we need to redouble our efforts to develop licensing opportunities in new business sectors, and that we need to encourage new suppliers to try licensing. One aspect of this is trying to nurture “new to licensing” companies more carefully with a view to them becoming long-term players rather than being “one and done” licensees.
Categories like “live licensing” give cause for encouragement in regard to new business and how licensing can make an impact in new sectors. There are lots of examples of licensed rights being used to create “experiential” activations at the moment.
A few good examples are: the National Trust working with Aardman to create a Shaun the Sheep Art trail at its Winkworth Arboretum property, the ongoing success of the Horrible Histories Terrible Thames sightseeing tour, and the Paddington experience which recently opened in London.
Live licensing isn’t confined to children’s brands though. TV quiz shows like Taskmaster have spawned live shows whilst sports brand owners like the Formula One authority have created live “hands-on” experiences.
It is also good to see retailers like Sainsbury’s use licensed IP to create their Christmas TV commercials; these campaigns are high-impact and very visible. Sainsbury’s commercial features Roald Dahl’s BFG character.
It is also encouraging to see categories like food and drink using licenses more frequently for new product launches. Chocolate and confectionery firm Zertus just announced a new deal with premium alcohol brand Bailey’s that includes a range of Bailey’s Chocolate products.
In my own experience, I have seen how well-chosen character brands can be used to create engaging new products like Tyrrell’s Wallace & Gromit Wensleydale & Cranberry flavored crisps.
This launch, as an exclusive to Co-op stores, is thriving. To reinforce what can be done in FMCG, the Wensleydale Creamery have launched a range of Wallace & Gromit shaped cheese truckles in the run-up to Christmas.
Getting your timing right is also a key contributor to licensing success.
I am not sure I will be attending BLE 2049, but I feel sure the UK Licensing industry will be surviving and thriving then. I’m hoping that as an industry we are looking forward to seeing how we can all help the industry grow and reach new market sectors.
It’s hard to predict what the Licensing landscape will look like in 2049, but I am sure the leading properties in that landscape will be ones built on solid foundations and ones that are delivering an audience that is emotionally engaged with them.
This article was written by Ian Downes, Director at Start Licensing Limited, for The Bugg Report.
This article originally appeared in Edition 13 of The Toy Universe Magazine
