Gift Focus - Nov/Dec 2018 (Issue 110)

giftfocus 53 hot property It is easy to think of licensing in the simple terms of character licensing, but licensing is increasingly wider than that. In the context of greetings cards, there are good examples of licensed ranges making a real impact. Take the Adult Humour category as an example – Danilo has tapped into classic TV programmes like Only Fools and Horses and Wallace and Gromit to develop cards that work at key sending occasions like Father’s Day and Christmas. Danilo recognised that these brands resonate with consumers. A well-chosen licence brings a value with it and is a purchaser’s insurance policy, as they know the card represents a safe bet when sending it to a fan of the brand. Clearly, humour is a big selling point too, and licensing allows card publishers to tap into this vein and work with some of the country’s best loved TV shows. Card companies are also getting better at using licensed designs in new and fresh ways, with lots more flair and originality being shown. For example, Gemma Designs recently launched Studio by Gemma, which features a more illustrative and classic style of character design. Licensing can also help card publishers and, in turn, retailers create strong, well-curated offerings in sectors like heritage, nostalgia and hobby interests. Brands such as the Royal Horticultural Society and the Victoria and Albert Museum are a rich source of artwork and fit well into retail sectors like garden centres, galleries and museums. Woodmansterne is a good example of a card company that uses heritage brands well, as it builds ongoing collections of cards through its licensing strategy. Another example of licensing working for a card company is Hype. It has developed a house style that blends its design successfully with pop culture brands like Morph, Miffy and Moomins, and it is easy to spot a Hype card. The company has unlocked distribution in non- traditional card shops and outlets by focusing on choosing character brands that fit in locations like book stores, comic shops and general gift retailers, and these brands can then appeal to different generations of consumers. Licensing can also work the other way around for card companies. Greetings cards can be a starting point for a licensing programme. There are a number of examples of successful licensing programmes that are based on greetings card brands – for example, Me To You and Forever Friends. It may be that as a card publisher you have created an Intellectual Property that can work beyond cards. Think about related product categories of stationery, giftwrap, calendars and diaries as a starting point. It can add value to your bottom line. It is worth giving licensing a second look if you are a publisher or a retailer, as licensing works when used properly. hot property Catch up with all the latest from the world of licensing For more information visit startlicensing.co.uk Ian Downes, Start Licensing