Gift Focus - Jan/Feb 2018 (Issue 105)

giftfocus 63 hot property There aren’t many tradeshows or consumer events you get a medal for attending. However, MCM Comic Con London is one – I even have a London Mint medal to prove that I visited their London show last year! MCM Comic Con is a real window on fan culture bringing together pop culture themes such as comics, films, cult television, computer games, manga and anime. The event I attended was held over three days at London’s Excel. It’s one of a series of fan events that tour the country. The event is a fusion of exhibits, demo zones, specialist retails, talks and appearances from stars of the genre. It really is a window on the world of pop culture and fandom. The growing importance of the show and the commercial potential of the audience it delivered can be measured by the fact that companies like Marvel take dedicated space to showcase new films such as Thor Ragnarok and Black Panther . Fans are active consumers and are very loyal to their favourite films, characters or games. This pop culture world has been a little hidden and underground but with the success of MCM Comic Con and other fan- related events it’s now easier to chart what’s happening in it. Licensees such as Funko has recognised the potential this audience holds – Funko had a fantastic stand at the event showcasing the full range of its Pop! vinyl figures. the range includes brands such as Asterix , Star Wars and Rick & Morty . These are collectable figurines that are fan favourites – there was even a queue at the show to visit the stand. Other licensees such as GB Eye, Pyramid and BioWorld International put a lot of effort into developing product ranges that are accurate and reflect the fans’ passion. It has become easier for retailers to tap into fan culture trends with products such as posters, stationery, bags, T shirts and collectibles. This is a fast growing area of licensing and one that is worth tracking – licensees active in the category can help retailers develop a product offering and to plan out a retail year. Many licensees provide support such as spinners, FSDUs and POS kits. Fans like to follow their passion and for many it’s a real hobby. They like to show their support for a favourite character, and like to collect and are also interested in things like wall art. Managed in a sympathetic and timely way, a pop culture range could be a great addition to a retail offering. It’s also a consumer group who retailers can connect with through social media platforms. It could be worth taking a visit to a MCM Comic Con event in 2018 as a good way of understanding the market, plus it’s a lot of fun. If you’re lucky, you might be rewarded with a medal for your efforts. The Lagoon Group is launching a fabulous range of Enid Blyton games and puzzles based on the tongue-in-cheek Famous Five for Grown-Ups series, which includes the best-selling titles Five on Brexit Island , Five Go Parenting and Five Give up Booze . There are five mini jigsaw puzzles and four games in the Lagoon range: a What Ho! after dinner games; a Dash It All! trivia quiz; Sticky Wicket Pranks and Diversions; and By Jove! entertainment for kids. Managing Director Heather Watherston said, “We’re delighted with this Enid Blyton collaboration as the Famous Five books have been a publishing sensation. “They have huge nostalgic appeal and our games, with Enid Blyton’s instantly recognisable artwork and language, will capitalise on that whilst sitting very nicely alongside our other classic licences including Ladybird, David Walliams and Professor Rubiks.” Enid Blyton’s best-known work is the Famous Five series and she regularly features in the top 10 list of the best-selling authors in the UK. She’s also popular across the world, making her the fourth most translated author in history – after Agatha Christie, William Shakespeare and Jules Verne. For further information, please contact: Heather Watherston +44 (0)20 8563 6520 or visit the website thelagoongroup.com Enid Blyton games and puzzles Ian Downes hot property Catch up with all the latest from the world of licensing For more information visit startlicensing.co.uk

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