Gift Focus - Jul/Aug 2019 (Issue 114)

133 HOT PROPERTY NEW LICENSEES FOR ANGRY BIRDS Two new partners have joined the licensing programme for gaming brand Angry Birds. The mobile game series has had more than four billion downloads since its original release in 2009. The brand has since grown its presence with an animation series and the 2016 movie. The Angry Birds 2 is due to premiere later this year, supported by a large promotional campaign. The agreements are with Sambro for puzzle erasers and Smith & Brooks for apparel and accessories. The new partners join a well-established UK programme, which includes licensees such as Silver Fox Collectibles, Whitehouse Leisure, Poetic Brands, Gemma International and Winning Moves. Global toy partners for the brand include Jazwares, Edukie and Maisto. “Angry Birds is one of those rare brands, originating from the apps world and going on to become a household name across a variety of media,” said Bulldog managing director Rob Corney. “It’s now instantly recognisable and licensees across a wide range of sectors want to be involved. With hype surrounding the new film already building, I’m sure we’ll be announcing more deals very soon.” ELF ON THE SHELF READIES FOR CHRISTMAS WITH NEW LICENSING ANNOUNCEMENTS The Elf on the Shelf brand, based on the story of Santa’s magical Scout Elves, has seen a surge in UK licenses in the run-up to Christmas 2019. New licences have been signed across a number of categories, including food gifting, publishing, babywear, dress-up and Christmas crackers and cards. New products will reach retail in Q4 in time for the festive season, and products with a wide appeal are anticipated, targeting families and children. Stationery publisher Danilo’s new Elf on the Shelf greetings cards, gift wrap and bags for distribution in card shops and grocers is in development, along with Christmas cards with personalised and sound cards that target the whole family. Kimm & Miller is planning a food gifting offering for high street retailers and grocers, including a hot chocolate set, baking gifts and more. Infant apparel licensee Paul Dennicci Ltd has also been signed to develop babywear ranges for grocers and specialist outlets, contributing to what is anticipated to be a strong apparel offering for the brand in 2019. Smiffys will also be developing The Elf on the Shelf dress-up costumes, aimed at boys and girls from toddler to teen. The range will be available through online retail, independents and grocers. The publishing offering for the brand is also expanding. Specialist publisher Signature Publishing is planning a The Elf on the Shelf issue of its We Love… format, targeted at children aged between four and eight. The issue will be on sale from 25 th October – 26 th December, 2019, at a large number of outlets and will feature quizzes, puzzles, colouring pages and posters. Little Brother Books will product the 2020 The Elf on the Shelf annual, for sale at outlets such as grocers and bookshops. Finally, RMS International will be launching a range of Christmas crackers into grocery, online and high street retailers. All of the 2019 products, including those from existing licensees, will be developed using the brand-new 2019 style guide. This includes a strong graphic look, as well as a bank of photographic assets. Combined with existing licensees, the new additions mean there will be at least 16 UK Elf on the Shelf licensees with product ready for Christmas 2019. Releases will be strongly supported with retail promotions and marketing campaigns in the months leading up to Christmas. Christa Pitts, founder and co-CEO of The Elf on the Shelf, said: “The news that many more The Elf on the Shelf licensees have come on board in the UK and Ireland, and that existing licensees are developing new product, underlines the enormous international appeal of this magical brand. We’re looking forward to welcoming even more partners in the run-up to what promises to be an amazing Christmas for The Elf on the Shelf.” Two new licensees join the Black Cab Bulldog Licensing recently announced two new deals for the London Electric Vehicle Company (LEVC), manufacturer of the iconic Black Cab. LEVC is the world’s only producer of the black cab, recognised as the hackney carriage vehicle of choice for use in London and around the world. The new eco-friendly but classically shaped cars are attracting attention from the media. The new licensing partners are Portfolio Group for stationery and gifting and Meller Designs for cufflinks. These deals add to an existing programme that includes Inifinity Brands, which recently renewed its agreement for food gift tins, Bioworld International for apparel and accessories and High Resolution Design for taxi plush. Hornby Hobbies is creating a Taxi Airfix QuickBuild to add to its diecast taxi collection, while Oxford Die Cast, Motormax, Sunstar Models and Welly Die Cast have all created diecasts of different scales. In addition, Bulldog is seeking licensees for toys, games and video games. Bulldog licensing executive Sophie Yates said: “The Black Cab is one of the world’s most famous vehicles, and it’s a truly iconic brand that everyone knows, both in this country and abroad. Licensees are eager to tap into this extraordinary level of brand recognition, and so this is a programme that just keeps on growing!”