Can you tell us about a recent launch you were involved in that you feel is an especially creative use of a licensed brand?
We wanted bring ‘newness’ to the education books category. Traditionally, education books that are school’s curriculum content are generic – kids find them boring and dull to do. We wanted to introduce well known licensed characters to make learning more fun for kids, while still bringing in the school’s curriculum content that parents want and trust… This is where our partnership with Purple Mash came in. They are the UK’s leading online digital learning platform that over 6,500 schools subscribe to. They write the school’s curriculum content for our education range and our amazing licensors add the fun.

Can you tell us about a launch you’ve seen – but wasn’t involved in – that you feel is a creative brand extension?
Wow! Stuff are one of the most creative companies I know. They think about brands and their customers and then creative ‘Wow’ products that customers love – and that perfectly fit the brands they represent. For example, their Harry Potter, Jurassic Park and Nano Pods ranges… Another new company on the block that is also looking creatively how they can work with big brands is Toy Topic. They have to think creatively to find opportunities in a ‘cluttered’ product portfolio for these mega brands, such as their new Cubez range.

What’s the key to successful creative collaborations between licensors and licensees?
Both sides understanding each other in an open and honest partnership. Firstly, licensees need to fully understand the brand DNA, target market and brand strategy, so they can see how it fits with their products and categories. Then vice versa, the brand owner needs to understand each category and how they might fit their brand into it.

Finally, BLE is on the horizon. Is attending BLE is a good means of fuelling creativity?
Yes, absolutely. BLE is a great environment for discussing ideas, fresh brands, new brand plans and strategies. But most of all, simply being a ‘sponge’ and absorbing everything you see and hear from everything around you!

If you still haven’t registered for BLE this year, click here to do so!

The post BLE Creative Corner with… Little Brother Books’ Matthew Reynolds appeared first on Brands Untapped.

This year marks the milestone and Pedigree will be launching a limited-edition 60th anniversary collector’s doll. Each doll will be individually numbered and accompanied by a confirmation card.

Two new websites have also been launched for fans. The first, www.sindy.com, is tailored for younger fans, while the second, www.vintagesindy.co.uk, delves into Sindy’s rich heritage, offering a trip down memory lane for long standing collectors. Both sites will feature regular updates to keep everyone updated throughout the celebratory year.

Spring 2024 will also see the launch of a Sindy exhibition at an as-yet-to-be-announced museum. Pedigree Toys and Brands also plans to bring Sindy into the baby and toddler space with the launch of a new Little Sindy & Paul brand.

“This is a special milestone for our girl Sindy and we’re excited for a year of celebrations to begin,” said Matthew Reynolds, MD of Pedigree Toys and Brands.

“Not many brands have the history and following that Sindy has enjoyed for 6 decades. She is known globally and a true British icon! She has fans of all ages as she’s cherished by multiple generations, so our celebrations plan to embrace them all. Sindy deserves her place in the limelight to celebrate her special anniversary.”

Since debuting in 1963, Sindy has sold over 150 million dolls to date.

The post Pedigree Toys and Brands details slate of activity for Sindy’s 60th anniversary appeared first on Brands Untapped.