Gift Focus - May/Jun 2019 (Issue 113)

96 Hot pr operty Catch up with all the latest from the world of licensing An area of licensing that is quite rightly attracting a lot of attention these days is that of gaming – characters or brands that have risen to popularity through computer games. For any gift retailer, it is well worth spending some time checking this category out. There are lots of customers who are looking for products. Computer gaming is a passion for many people and has become a pastime that seems to affect all households. It appeals to different ages and people at different life stages. One of the most popular licences of the moment is Fortnite . Licensees have moved quickly to develop products featuring characters from this franchise, and products are now in retail. For many people in licensing, it is as important to be aware of opportunities from the gaming sector as it is for television and film properties. With this in mind, it is well worth gift retailers being aware of what is going on in the gaming sector and being alert to opportunities emerging from the sector. Licensed gift suppliers such as GB Eye, Danilo, Paladone and Pyramid have a good handle on the market and are normally alive to new opportunities. While games like Fortnite and Minecraft are recent successes, there has long been a relationship between licensing and gaming. Two of the most successful character brands of all time are Super Mario and Sonic the Hedgehog. Both started life in the gaming world and have gone on to enjoy considerable success in terms of licensing. Indeed, there is now a growing demand for retro or nostalgic characters. This is a reflection of the fact that many people who grew up with the likes of Sonic are now adults but remain interested in the gaming world, keeping them in the market for gift products featuring their hero characters. Companies like Paladone have been very alert to this trend and have developed ranges specifically around retro or nostalgic characters. That said, franchise brands like Sonic and Super Mario are still significant in terms of their core gaming market. New game releases can be big events with big budgets behind them, including TV campaigns, posters and print advertising. Many computer game companies now employ in-house licensing experts to pursue consumer products licensing deals. They are aware that merchandise is part of the fan experience. Pop culture licensees such as Funko have developed Pop! vinyl figures featuring a variety of gaming characters alongside film, TV and publishing brands. Products that appeal to gamers can range from gift items like figurines and shot glasses through to more sophisticated items like lighting products. There is also a market for gaming accessories. Gaming is a good category to explore for gifting – not least as there is an active and motivated consumer market for gaming-related products. In gifting terms, it is game on. For more information visit startlicensing.co.uk Ian Downes, Start Licensing