BEST KEPT SECRETS WELCOMES NEW MARKETING MANAGER, JESSICA BARKER Best Kept Secrets is entering an exciting new chapter with the appointment of Jessica Barker as its new Marketing & Business Development Manager. With over a decade of marketing experience across retail, hospitality and lifestyle brands, Jess brings a wealth of industry knowledge – but it’s her passion for creativity that truly sets her apart. With a strong track record in creative marketing and commercial planning, Jess’ appointment supports the brand’s ambition to strengthen its market presence and accelerate growth across retail and wholesale channels. Jess has a passion for storytelling and visual branding and says she’s excited to elevate Best Kept Secrets’ voice and presence: “There’s something really special about this brand – family run with a love for beautiful things. My goal is to make Best Kept Secrets a must-have luxury in homes across the country.” Her remit will include driving brand awareness, expanding digital reach and developing the company’s positioning within the premium gifting and home fragrance sector. Jess will take the lead on a refreshed social media and brand strategy, aiming to increase visibility with both existing customers and new audiences. With her blend of strategic thinking and creative flair, she is perfectly placed to elevate Best Kept Secrets and introduce its beautifully crafted, gift-ready products to an even wider audience. www.bestkeptsecrets.co.uk THE GREETING CARD ASSOCIATION LAUNCHES INITIATIVE TO INSPIRE NEXT GENERATION OF CARD SENDERS The Greeting Card Association (GCA) has launched a new, free initiative – Card Club – inviting children aged 4 to 11 to explore the joy of card making, writing, and sending cards. The initiative has been created in collaboration with a qualified teacher, who has trialled it in their classroom and had highly positive feedback from teachers and pupils alike. This exciting project encourages children to connect with friends and family while developing literacy, handwriting, and emotional communication skills. The GCA has launched a toolkit for the Card Club, which provides a simple, structured way for teachers and club organisers to engage children in meaningful activities. With lesson plans and creative ideas included, the toolkit ensures participation is easy, fun, and rewarding. Card sending helps keep a cherished British tradition alive - Brits sends more cards than any other nation on earth. Cards offer a tangible way to stay in touch and creates a strong emotional connection between the person that sends a card and the person that receives it. By launching Card Club, children can learn empathy, express their feelings and understand the value of doing something special for others which is why this initiative is so important. “There’s no need for a special occasion to send a card – sometimes a simple ‘Hello’, ‘Thinking of You’ or similar message can brighten someone’s day,” said GCA chief executive officer Amanda Fergusson. “The Card Club is a wonderful way to inspire children to make, write, connect, and spread joy, while also enhancing their literacy skills.” One of the first schools to launch Card Club is Milverton Primary in Leamington Spa. www.gca.cards BRAND & LIFESTYLE LICENSING AWARDS 2026 OPEN FOR ENTRIES The Brand & Lifestyle Licensing Awards will be returning in 2026, with a glittering 10th anniversary event which will also see the introduction of two new categories. Taking place on Thursday 23 April 2026 at the Royal Lancaster London, the B&LLAs gives the brand and lifestyle licensing and retail sector an opportunity to be recognised and rewarded separately to the massive character and entertainment licensing sector which is covered by The Licensing Awards (held in September). It was established in 2016 by Max Publishing, which also owns and organises The Licensing Awards, as well as publishing Licensing Source Book and LicensingSource.net. “It feels like yesterday that we launched the B&LLAs, so for it to be marking its 10th anniversary is extraordinary,” commented Ian Hyder, ceo at Max Publishing. “Back in 2016, we had the vision of what we wanted the event to be, but the brand and lifestyle licensing sector was still evolving and it was one of our biggest challenges to embrace it and create an event which highlighted both its achievements and its potential.” The B&LLAs 2026 will look to reward brand and lifestyle licensing activity which has taken place in the UK between 1 January 2025 to 31 December 2025, across Product, Retail and Property categories. In addition, the Brand Ambassador Award will also be presented to a special individual (brand owner, licensor, retailer, licensee or supplier), acknowledging their contribution to the brand licensing sector, while the UK Rising Star Award will recognise and reward excellence among those new to the brand licensing sector in the UK who have shown real potential in the continued evolution of the sector. 2026 will also see two new categories join the line-up – Best Brand Licensed Paper Products & Publishing Range (open to all brand licensed paper products and publishing including greeting cards, stationery, calendars, diaries, giftwrap, nonchildren’s books and magazines, partworks and sticker albums) and Best Brand Licensed Retail Marketing Initiative (for the most creative and effective marketing campaign run in a UK retailer or pop-up to support a licensed brand (non-character and entertainment) or range of licensed products or individual product). The deadline for nominations and entries across all categories is Friday 27 February 2026. The entry and nomination process for all categories is free and via online submission – all the forms, including full criteria for each award, can be accessed from the dedicated B&LLAs website. www.brandlicensingawards.com/enter/ INDUSTRY NEWS 9
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