Gift Focus - Nov/Dec 2017 (Issue 104)

giftfocus 53 hot property One of the most noteworthy trends in licensing at the moment is the growth in popularity of what are described as ‘classic’ or ‘evergreen’ properties – these are generally drawn from areas such as music, television, film and comics. In a wider context, this ties in with the interest in all things vintage, nostalgic and retro. Consumers seem to look back with fondness at their favourite things they remember when growing up or perhaps when they were teenagers. We work with designer Wayne Hemingway and Wayne has been at the forefront of this trend with the great success of his Vintage Festivals which are a celebration of pop culture. He’s taken this a step further with his Land of Lost Content Collection - an archive of ephemera running to more than 500,000 items including examples of packaging, handbills and posters which evoke times past. Recently we have worked with the British Music Experience in Liverpool to create a music themed gift range based on Land of Lost Content assets. The V&A has had huge success with its Pink Floyd exhibition, whilst The Beatles is one of the most successful ‘brands’ in gift licensing. Music is a really good example of the emotional driver in the nostalgia market. There are some great gift suppliers who tap into the nostalgia market well including Half Moon Bay, Paladone, Danilo and Pyramid. They have recognised the potential this sector holds in terms of gifting. It’s worth reviewing what they’re doing. Another growth area are products associated with classic arcade and computer games – for example Space Invaders. Key anniversaries also provide a focus for this market – for example iconic comic Beano celebrates its 80 th birthday in 2018. Anniversaries are always good moments for retailers to focus on particular properties tapping into the PR that is generated around the anniversary. This is firing up growth in categories such as wall art – a category also benefitting from other factors like growth in loft style flats and apartments. It’s worth taking note of the nostalgia trend and how licensed properties play such a big part in it. Adding some retro, nostalgic or vintage-style product ranges to your retail mix should be an effective way of reaching hard- to-buy-for consumers, draw in new customers and also create opportunities for effective in store displays. The Personalised Memento Company is delighted to announce the newest licence to join its personalised licensed portfolio is Rachael Hale®; a brand renowned for its enchanting animal imagery and world-wide appeal. Combining adorable photography of the world’s most lovable animals with on-trend artwork elements, the Rachael Hale® brand offers an astounding amount of potential for personalised gifts. The range is now available on PMC’s best-selling personalised gifts for her, for him and for children, bringing everyone’s favourite pets to the world of personalisation. PMC’s range of personalised gifts will be available in all categories including personalised greetings cards, stationery, purses, mugs, lunch bags, drinks bottles and framed prints. For more information or to view the range please visit personalisedmemento.co.uk Personalised Rachael Hale® gifts join PMC’s licensed portfolio Ian Downes hot property Catch up with all the latest from the world of licensing For more information visit startlicensing.co.uk