Food & Drink

In recent years, M&S’ Percy Pig brand has expanded from sweets into other categories like own-brand greeting cards, bedding and even fizzy pop… So is it about time Percy dipped his trotters into the licensing space?

“I wanted to make sure when you crack open the beer you knew immediately what the inspiration was,” said Goose Island Master Brewer, Andrew Walton.

Start Licensing’s Ian Downes looks at how the world of automobiles has embraced licensing, shining a spotlight on Volkswagen’s partnership with fridge manufacturer Gorenje.

The Marketing Store also developed a Happy Meal box which transforms into Pikachu, complete with pop-out ears.

“We look forward to growing the licensing program with thoughtful partnerships that excite fans and introduce his brand ethos to new admirers alike,” said Licensing Haüs’ Maria Alcaide.

Marmite… It’s said that you either love it or hate it. In the first of a new regular column, Start Licensing’s Ian Downes puts the spread in the spotlight, looking at Unilever’s inventive approach to licensing the brand.

“This is a thrilling partnership for Fabergé, as it sees us continuing our legacy of creating unique and collectable objects, bridging the gap between historic legacy and modern-day heirlooms,” said Fabergé’s Josina von dem Bussche-Kessell.

The launch celebrates the takeover of Wrexham AFC by Ryan Reynolds and Rob McElhenney – who also own Aviation Gin.