“We’re incredibly excited to partner with CAA Brand Management across our key markets in Asia,” said Alison Taylor, Director of Licensing & Distribution at Aardman.

“Our brands already have a strong and loyal following in Japan and China, however this collaboration allows us to build on that momentum with a focused and local expertise. Together, we see significant opportunity to unlock new categories and partnerships, to help deepen consumer engagement and support sustainable, long-term growth across Asia.”

Romel Maranon, VP – Brand Management Asia at CAA Brand Management, added: “It’s an honour to join forces with Aardman and represent such beloved and iconic brands across Asia. We look forward to leveraging our regional expertise and global network to help Aardman reach new audiences and create meaningful connections with fans. Together, we’re committed to delivering innovative brand experiences and driving long-term growth for Shaun the Sheep, Wallace & Gromit, and the entire Aardman portfolio throughout these dynamic markets.”

The Aardman licensing business was previously held by Tohokushinsha Film Corporation (TFC) in Japan and U-Young in China.

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The move will see Beanstalk will be integrated into CAA Brand Management.

“CAA Brand Management and Beanstalk share a common belief in the power of creativity, collaboration and integrity to create lasting brand value,” said Perry Wolfman, Chief Executive Officer, CAA Brand Management.

“We have long admired Beanstalk’s reputation for excellence and their dedication to client service. Bringing our teams together integrates two industry leaders that view brand stewardship not as a transaction, but as a trusted partnership grounded in purpose and performance.”

Noah Gelbart, President at CAA Brand Management, added: “This combination represents a tremendous opportunity to accelerate growth for our clients.

“Together, we can offer deeper category expertise, a broader global footprint, and greater strategic innovation. By combining our complementary capabilities, we are creating a platform that can unlock new value and opportunity for brands in every corner of the world.”

Allison Ames, Chief Executive Officer of Beanstalk – who will become Co-President of CAA Brand Management – added: “When two forces of creativity unite, the possibilities don’t just grow, they multiply.

“Our companies share a deep commitment to client excellence and a long-term vision for what brand management can achieve. Together, we’re not just shaping the future of brand licensing – we’re redefining it. I am very excited about amplifying our impact and setting a new standard of leadership in our industry.”

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CAA Brand Management brokered the deal with Micro on behalf of its client Porsche for the exclusive GT3 RS Edition collection. The range spans the Micro Smart Balance Bike Porsche Edition, Mini Micro Deluxe LED Porsche Edition and Micro Kickboard Deluxe LED Porsche Edition.

“Micro and Porsche are a perfect match – both brands stand for quality, design and an exceptional riding experience,” said Wim Ouboter, Micro Founder and CEO.

“With this collaboration, we are bringing the Porsche experience into everyday life – from kindergarten to the daily commute.”

Deniz Keskin, Head of Brand Management and Partnerships at Porsche AG, added: “Innovation and performance are core values that unite Porsche and Micro. Together, we create products that guarantee driving fun for all age groups.”

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It was there that I first worked under a creative director. Seeing how they worked with the editors, art directors, stylists and photographers to create such a strong sense of storytelling was addictive. Creating a strong narrative, driving direction and vision to engage brands with their audience is what I knew I wanted to keep doing – and what we aim to do with our clients at CAA Brand Management.

What projects from the past year highlight the creative approach CAA takes to extending its brands?
A good example is our latest work with Ford. It’s a privilege to work with such an iconic brand, and hugely rewarding to put creative thought into new ways to engage younger fans… From toys with LEGO and apparel at PacSun to collaborations with Percival…

Ford has amazing heritage to inspire a consumer products program and this is only the beginning.. We’re building several style guides and trend reports to do even more next year. Plus, we’re about to launch an exciting project with Porsche – something no other automotive brand has ever done… We can’t wait to share that.

Nicely teased! You mention style guides… What does an effective one need to do these days?
In essence, it must be the vehicle from brand to product. It needs to inspire and guide, but always have the brand’s DNA translated into the specific category. We love adding in easter eggs of excitement for true fans, and helping inspire news ways of translating the brand into product.

What’s the key to successful creative collaborations between CAA Brand Management and its clients?
I always feel it comes down to the strength of the partnerships we build. Our goal is to feel like we’re part of our client’s team, supporting their vision and understanding what great creative execution means to them. Once we have that as our foundation, it’s about building out the narrative so that any extensions or collaborations feel like a natural part of their story.

I understand CAA Brand Management launched consultancy services this year. Tell me about that…
We continue to provide bespoke, dedicated creative services to clients – but we’re expanding! We’re taking on opportunities that bring our creative, trend and insight services to a wider client base. What’s key about our expertise is how we blend rich data with a uniquely CAA Brand Management lens… Offering thought-provoking creative, targeted for licensing. Brands have access to so much info about markets and consumers now – but it’s how we make sense of it and translate it into something actionable for licensing that’s invaluable.

Is the licensing industry in a good place creatively right now?
I think we’re seeing the evolution of licensing at the moment. Today’s consumers increasingly expect brands to make society better. This has led to a dramatic transformation in the wider industry. The business is moving away from disposable, logo-slapped products to creating more purpose-driven products that can fit into our lives.

Last question! What fuels your creativity?
Apart from the obvious – what’s happening in culture, from movies to the latest exhibition – it really comes from working with such an inspirational team. They come from creatively rich backgrounds, from tailors to fine artists, bringing their experiences from different countries and all walks of life. This mix allows us to see everything from a broad range of perspectives.

We all question the work and the process, challenging ourselves and each other to craft the result into the best it can be. The mix of brands we work across is also amazing inspiration – from Playboy to Bugatti, Minecraft to Bob Marley… The variety and calibre of the brands we work with means there is always something new to create.

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Under the agreement, CAA Brand Management will manage the Stumble Guys consumer products licensing and brand extension program in the US, UK, Europe, the Middle East, and beyond. CAA will focus on key categories, including apparel and accessories, back-to-school items, toys, housewares, and more.

“Stumble Guys has evolved into a global gaming sensation, with more than 50 million players each month and nearly 700 million downloads,” said Noah Gelbart, President of CAA Brand Management.

“The game has continued to grow beyond mobile and PC to all major consoles, including Xbox, PlayStation, and Nintendo Switch, further increasing its popularity. We see significant potential to expand the game’s reach by extending the brand into the consumer products industry, aiming to create innovative partnerships across diverse product categories that appeal to both casual players and dedicated gamers alike.”

Jake Bales, SVP and General Manager for Stumble Guys, added: “It’s been a landmark year for Stumble Guys, both on and off the screen. Following our successful expansion to all consoles and the global launch of our toy line, we’re bringing Stumble Guys beyond the screen and into the everyday lives of our players through this partnership with CAA Brand Management.

“With hundreds of millions of players around the world, the Stumble Guys brand continues to grow as we create even more ways for our community to enjoy Stumble Guys wherever they are.”

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CAA Brand Management will oversee Dr. Seuss Enterprises’ existing consumer products partnerships throughout the region, in addition to growing the brand’s portfolio into new categories.

“Our mission at Dr. Seuss Enterprises is to educate and entertain generations around the world,” said Susan Brandt, President and CEO of Dr. Seuss Enterprises.

“This significant entry into LATAM is an important step in furthering this goal. We are confident that CAA will be successful in translating our characters, stories, and life lessons into meaningful products and collaborations.”

Noah Gelbart, President of CAA Brand Management, added: “Dr. Seuss’s beloved stories and characters have delighted people of all ages for many generations.

“We see a tremendous opportunity to further extend the licensed program within the burgeoning LATAM market through the creation and execution of new and innovative storytelling collaborations across the world of Dr. Seuss.”

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You’ve launched recent Playboy collections with DUKE + DEXTER and KOI. Let’s dive into those! What made DUKE + DEXTER a good fit for the brand?
DUKE + DEXTER proved to be an exciting partner for Playboy due to its inspired heritage feel, aligning perfectly with Playboy’s rich history and magazine assets. Additionally, their attention to detail assured us that we would receive a fantastic and creatively inspired collection that resonates with fans of both brands.

Talk us through some of your favourite design details in the collection?
Some of our favourite design details in the collection include DUKE + DEXTER’s clever use of iconic cover images and graphics printed on the front of their signature penny loafer, showcasing the rich history of the Playboy brand. We particularly appreciate the inclusion of the rare Femlin assets created by Leroy Neiman in one of the designs, adding an extra layer of exclusivity and a high-end touch to the products. They truly symbolise the Playboy aesthetic.

Elsewhere, KOI also launched a Playboy range recently. Why did this partnership make sense for the brand?
KOI stands out as a unique brand in its field, characterised by boldness, bravery and breaking the rules. These qualities resonate perfectly with the core values of Playboy. KOI’s commitment to creativity – not just any creativity, but a bold, boundary-pushing creativity – sets them apart. Their mantra is: “Unapologetically bold and limitlessly creative, KOI is for the confident and the curious.” We were confident that partnering with KOI would result in a Playboy collection that is truly unique, daring, and destined to stand out. Lastly, KOI’s dedication to sustainability is commendable. Their use of 100% vegan leather and conscious production made the collaboration more meaningful.

What are some highlights from KOI’s collection?
The entire collection has amazing designs and several really stand out from a brand perspective. One style we find particularly exciting features the iconic Playboy Rabbit Head stamped across the classic KOI chunky boot. The fusion adds a unique and bold touch to an already impressive silhouette.

Additionally, the designs paying homage to the Year of the Rabbit, in stunning gold and red tones, accented by gold shimmer on both the platform heel and boot are so original and gorgeous.

Guys, congrats again on these launches and thanks for taking time out to chat.

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So, here we have our most read articles of 2022,

Have a brilliant Christmas, a great New Year and we’ll see you in 2023.

1. NEWS: Read the Brands Untapped 100: 2022 Edition online now
2. INTERVIEW: “Play the games, drive the cars, taste the sweets”: CAA Brand Management’s Ellie Parry on being hands-on with brands
3. INTERVIEW: Asmodee’s Gregory Benassar and Beatrice De La Rochefoucauld on three ways to bring brands into board games
4. INTERVIEW: Perfetti Van Melle’s Mar Gili on how art, design and the element of surprise fuel brand extensions for Chupa Chups
5. INTERVIEW: MDR Brand Management’s Daniel Avener on the design-led approach to crafting authentic partnerships for Amy Winehouse
6. INTERVIEW: Peppa Pig, Bluey and more: an interview with Andrew Carley, Director of Global Licensing at BBC Studios
7. OPINION: The Brand Radar: Royal Mail, Aardman and fresh thinking around licensing
8. INTERVIEW: Kimm & Miller’s Maddie Northern and Alex Cotton discuss Kellogg’s brand extensions and more
9. INTERVIEW: Penguin Ventures’ David Sprei on creativity, collaboration and keeping classic brands fresh
10. INTERVIEW: WildBrain CPLG’s Michael Ogunseitan on creativity, innovation and asking “What if?”

The post Our top 10 most read articles of 2022 appeared first on Brands Untapped.

My path into design naturally evolved from a background studying fine art. I was always a creative kid; I was obsessed with punk rock fanzines and LP covers growing up – and still am! There is something about that DIY approach to design that struck a chord in me… How you can convey an impactful message or tell an authentic story with the tools you have at your disposal.

After art college my options were either teaching art or professional mural artist… However, as a struggling artist, I needed to find a career in order to fund my passion. I began working at a brand extension agency called TLC and this experience taught me how I could harness my creativity with a commercial mindset. Years later, I consider myself extremely fortunate to still be working in this industry at CAA Brand Management.

Yes, and you’re Design Director at CAA Brand Management. What does a typical day look like – if there is one!?
What I enjoy most about my role is that no day is ever the same. One day I’ll be creating conceptual mood boards, next I’ll be building a fully rendered 3D space that demonstrates how an apparel collection could sit at retail… These are just some examples!

“Having been involved in re-imagining the Playboy brand is something I’m most proud of.”

I’m lucky to work alongside individuals who are dedicated in producing top quality work for our brands. It’s a real collaborative effort. I love to see a project develop right the way through from concept to appearing on shelf.

Can you talk us through some notable projects you’ve worked on that have launched in the past year? What are some good examples of smart design leading to success on shelf?
Having been involved in re-imagining the Playboy brand is something I’m most proud of. Playboy set out to establish a clear brand positioning as the foundational shift from a media property to a consumer products brand. This also included expanding its audience to include both male and female target consumers among its current fans and for future generations to come.

Playboy has always been bold and outspoken in its pursuit of pleasure for all, yet thoughtful and sophisticated in its approach. It’s ‘bold style’ lends itself perfectly to collaborate with partners such as Pleasures, Fila, The Great Frog and most recently Saint Laurent. I’ve seen a fundamental shift in brand perception for Playboy, which has led to success.

Interesting. We’re also seeing more and more successful examples of ‘left field licensing’. From a design point of view, how do you assess how far you can stretch a brand, while retaining its authenticity?
As long as the core values of a brand aren’t ignored, I’m all for it. It’s amazing what resonates with consumers sometimes. Nobody predicted the success of Squid Game for Netflix and I remember we had to get licensed product to market within 24 hours, that trend surprised all of us… The consumer wanted Squid Game apparel and I’m happy to say we delivered!

Another successful collaboration that recently dropped – and one that surprised a lot of people – has to be Minecraft x Lacoste. Minecraft appeals to such a wide demographic and the attention to detail in that collection is insane: Buttons shaped like mini Minecraft blocks, large scale retail takeovers and all new in game content… Lacoste was committed to creating a true authentic Minecraft experience across a multitude of different mediums and it works so beautifully.

Great examples. Let’s move on to how you work. What’s your process in terms of getting under the skin of your brands?
Every brand is unique and at CAA Brand Management we have a strategic 360-degree approach to everything we do. We recognise trends in the market and how best to align these with our brands, targeting specific territories and retail channels, which also play a key role.

However, for me personally, I often try a more simplistic approach. I remove my personal feelings and replace them with those of a fan. What does the fan want to see in a licensed product? Consumers are far savvier nowadays and can spot a logo slap instantly. We must ask ourselves how we can tap into that fan mindset by offering the consumer authentic story telling through desirable commercial products.

We’ve spoken about a few launches that CAA has spearheaded. What is it about CAA’s portfolio of brands that fuels creativity in partners?
Our portfolio is made up with some of the most globally recognised iconic brands in the world: Coca-Cola, Playboy, Netflix and McLaren to name but a few! I’d like to think that the excitement I feel is shared by our partners who see a diverse portfolio bursting with creative possibilities.

On that, what do you think is the key to successful creative relationships between licensees and licensors?
A brand’s style guide only restricts creativity if you let it. As long as a brand’s DNA remains intact globally and manufacturing restraints are taken into account, it should feel like a real team effort; a true partnership. Sure, there may be challenges along the way but as long as each party positively inspires the other and they each bring a lot of ideas to the table, it can only result in success.

“Get out there and explore! You’ll never have great ideas if you stare at a screen all day.”

What fuels your creativity? What helps you have ideas?
By staying curious. Get out there and explore! You’ll never have great ideas if you stare at a screen all day. I feel like nowadays fuelling my creativity goes hand in hand with keeping my mental health in check. It’s important to disconnect once in a while. Go and visit an exhibition, gallery or show. Surround yourself with other creative individuals.

My daughter was born in the middle of a global pandemic and ever since then I feel like I have a responsibility to somehow create a better world for her. That put everything into perspective for me. I need to know what I’m doing will have a positive impact, no matter how small… So don’t be afraid to ask difficult questions, remove yourself from your comfort zone, remember to have fun, do your research and, most importantly, consider what you’ll be leaving behind for future generations.

Fantastic. Richard, this has been great. A huge thanks again for taking time out for it.

The post CAA Brand Management’s Richard Loveless discusses the importance of embracing a fan mindset appeared first on Brands Untapped.

Under the multi-year agreement, CAA Brand Management will support McLaren’s internal team, helping manage McLaren’s licensee roster. This includes identifying new business opportunities in key categories, including gaming, jewellery, publishing, and apparel.

CAA will also help McLaren extend its consumer products programmes into new territories, with an immediate focus on the United States, Europe, the Middle East, and Asia.

“Appointing CAA Brand Management as our global consumer product licensing agency will help us continue to realise the full potential of our brand, drive significant growth in extending our licensing roster and continue to acquire new brand fans and admirers,” said Gareth Dunsmore, Chief Marketing Officer at McLaren Automotive.

“We look forward to working with CAA Brand Management to drive forward our ambitious licensing strategy.”

CAA Brand Management President Noah Gelbart added: “McLaren Automotive has experienced a rapid expansion of its core business globally, cementing itself as a leader in modern automotive luxury.

“We see this as a significant opportunity to support the business and help create new ways for consumers to engage with the brand.”

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