One of your clients is Harrogate Tipple. How has Asgard helped them develop their licensing portfolio?
First off, I can’t take credit for onboarding Harrogate Tipple – they were one of Kelvyn’s clients who I’m now working with. Founded in 2016, they worked with Asgard to find their place in a crowded craft gin market by taking a Downton Abbey license. This helped strengthen their international distribution and won them multiple awards.

“Licensing should always support your existing business rather than the other way around.”

They have recently partnered with the RHS – brokered by us, naturally – and have released a beautiful range of gin, rum and whisky, infused with the botanicals handpicked from the 750-year-old gardens at Ripley Castle, made with Harrogate Spring Water – a perfect blend.

The range looks great – and very on trend. On that, how do you keep up with the latest trends and developments in licensing?
I’m deep rooted in the industry with *cough* several years under my belt in the toy industry, so I’m fortunate enough to be included in lots of licensor presentations, roundtable discussions and general chit-chats. This all helps me to form a bigger picture of the current and future landscape of retail, manufacture and licensing.

You mentioned your toy industry experience there and before Asgard you worked with Funko. Fan-led licensing seems to be an area of dynamic growth at the moment.
Absolutely! I’ve said it before but it still rings true, fans are proud of their brands and enjoy playing a part in their journey to success. Prouder than they’ve been comfortable admitting in the past, they’re pleased to have the opportunity to show their allegiance to brands as an extension of their sense of self – and they tend to do it in a more sophisticated way than just wearing band t-shirts and playing with action figures.

There are so many more options now, a sterling silver Marvel bracelet, Downton Abbey gin, Xbox nail varnish, Stranger Things bath bombs… That said, with so much content being created, they can’t all be hits and they won’t all translate well to consumer product programs. It needs to be a team effort and it needs to engage and enrich the consumers experience by strengthening their sense of connection to the franchise.

“Post-pandemic, I’ve noticed that there’s a lot less nonsense to cut through during licensor presentations.”

If you were advising a manufacturer who was eyeing up the licensing sector, what would you advise them to be thinking about? How should they prepare themselves to be market ready?
Make sure that the brand aligns with your growth strategy. Don’t try to make connections where it doesn’t make total sense for your own brand. Licensing should always support your existing business rather than the other way around.

Also, I know it’s tempting to promise the world but don’t overreach or make up things you think licensors want to hear – it will only bite you in the arse! That’s why I really enjoy getting stuck into my role at Asgard. I get to champion, encourage, elevate and protect our clients and licensors – truly objectively, it’s a privilege to be able to be so honest in my work!

You obviously see a lot of rights owners, agents and presentations. Have you any observations around how licensed IP is sold and marketed? Are there aspects of these kinds of presentations that could be improved?
Actually, post-pandemic I’ve noticed that there’s a lot less nonsense to cut through during licensor presentations. Rights owners should – and for the most part are – so focused on nurturing the connection with consumers and finding ways for consumer products to support that; it’s refreshing to see.

We’ve all heard enough that XYZ license is number one – on a Wednesday, on that specific channel, for boys aged three to three and a half, who are looking left and wearing red trousers – too many times!

“Fans are proud of their brands and enjoy playing a part in their journey to success.”

Absolutely. Looping back to trends, what are you seeing trend-wise in terms of design in licensing? Are there new themes, styles and looks emerging?
Sustainability now plays a part in every brand and product strategy – it’s unavoidable. The key to doing that successfully is to find a way to include that message in innovative ways. Already I’ve seen recycled packaging opening to form a diorama playset… In years gone by, that would’ve all been plastic and would’ve gone straight in the bin after five minutes! I am following the recycling toys journey closely and hope that green educational ethos grows into other product categories.

Design-wise, I think it’s much of a muchness to be honest. It’s at the whim of the modern consumers and they’re all over the place after recent years so I’ll be interested to see what shakes out and survives over the coming years!

Are there some specific business sectors that you feel would benefit from using licenses more?
Given it’s the area we’re focused on as a business, I would say the food and beverage industry is ripe for licensing. It’s a great way to get more eyeballs on your brand outside of the traditional toy and publishing aisles.

Robyn, this has been great. Huge thanks and let’s catch up again soon!

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I act on behalf of the manufacture to educate the licensor on their sales and marketing endeavours whilst also negotiating the best deal for all parties.

You are Head of Strategic Partnerships at Asgard – talk us through what that involves.
My role is twofold – managing client and licensor partnerships. I am well-connected within the licensing industry and part of my role is to nurture those relationships to benefit our new and existing clients, while also keeping on top of trends and brands as they emerge.

“There’s no point doing a deal for doing a deal’s sake – many companies have and failed.”

As well as managing existing client relationships, I also introduce new businesses to the licensing arena and enlighten them as to how they can use brands to elevate their position and reach new audiences through meaningful partnerships and products. We act as their licensing department when they don’t have the know-how, connections or time.

Given your experience in the industry, how would you sell the benefits of licensing to a company new to this space?
My experience is mainly in character licensing, but my personal interest is in heritage and lifestyle brands. While talking to new and existing clients, I encourage them to look for natural synergy. I recommend they align themselves with a licensor whose core values mirror their own – be playful, sophisticated, sustainable and so on.

What are some of the common mistakes that you have seen those new to licensing make?
There’s no point doing a deal for doing a deal’s sake – many companies have and failed. They can also target only one licence, which in my opinion is not really a strategy and can lead to over-paying for contracts.

“For meaningful product ranges to be a success, it should be a joint effort!”

Sometimes a licensor sees the opportunity but then they don’t put the work in themselves. I truly believe that for meaningful product ranges to be a success, it should be a joint effort! That’s not a message that all licensors are aligned with, but it’s my job to protect the manufacturers and ensure they’re entering a two-way street and not a cul-de-sac!

Great line! Prior to Asgard, you worked at the likes of Underground Toys and Funko. What is your take on the current trend for ‘pop culture’ brands and products? What’s driving the interest in this category?
I’m loving the pop culture trend and long may it continue. People no longer feel they need to hide their nerdiness and there’s so many great consumer product ranges which allow people to express themselves and their interests – it’s fantastic to see.

People are still craving newness and change after *cough* covid times but it’ll be a while before retailers feel they can take risks on new properties, so I think the classic properties have still got some time on the clock.

I know you recently attended the toy and gift fairs. Did you pick up on any trends or developments worth highlighting?
Something we are trying to align ourselves with is sustainability and we saw a huge amount of people representing that at recent shows. We hope that we can connect the demand from licensors to align themselves with that message, with the right products and partners.

How do you think rights owners and licensing agents could work smarter when it comes to attracting new licensees to the market?
Looking for natural links is a great place to start. Similar brand values, aspirations and messaging will mean that both parties will work hard to make their products and ranges a success.

“People are still craving newness and change after covid times, but it’ll be a while before retailers feel they can take risks on new properties.”

If a licensor doesn’t have time to look for those opportunities or to educate potential new partners on how licensing works, then that’s where Asgard come in!

Are there some product categories you feel are licensing ‘lite’?
I think creative crafting could do with some heritage brand partnerships, as well as healthier food options aligning themselves with brands who have a similar set of values. If you represent any of those product categories and are reading this then please get in touch – we’d love to guide you into making the right license choices, for the best price.

Similarly, if you’re a licensor looking for partners in particular areas then we’d love to look at introducing clients in those areas.

Finally, could you highlight a few products or ranges that you see as good examples of licensing?
It would be remiss of me not to take the chance to mention our gin distillery client Harrogate Tipple and the recently announced deal we brokered with the lovely Cathy Snow at The RHS. They are using botanicals inspired by the five gardens of the Royal Horticultural Society and taking inspiration from the RHS Flower Shows to create a beautifully presented gin range which I can’t wait to see released at The Chelsea Flower Show in May this year.

Another great licensed item which fills my heart with joy is the Van Gogh Museum x Floral Street perfume inspired by the life and work of the artist.

It feels really unique and truly collaborative, where fine art meets fine fragrance, brilliant.

Great insight and nice examples. Thanks Robyn.

The post Asgard Media’s Robyn Cowling on why successful licensing should be a two-way street and not a cul-de-sac appeared first on Brands Untapped.