It blended space populated by exhibitors like Emma Lawrence, OddBalls and art licensing agency Jehane with a theatre space that played host to a well-curated programme of panels and interviews. The emphasis on these sessions was providing further insights into the world of licensing and participants included Aardman Animations, the V&A Museum and Liberty.

Part of the rationale for including an educational element in the Licensing Lab was to build on the growing role licensing is playing in the gift industry – and the show floor featured a host of companies that include licensed products in their product portfolios.

Ian Downes from Start Licensing hosted a panel discussion featuring Ian Wickham from Licensing Link, Sandra Vanstan from William Lamb and Matthew Gibson from Oddballs. The topic for the panel discussion was: ‘Demystifying the Price Point: How to Value and Sell Licensed Products.’

The panel touched on a number of areas connected to this topic, including product development and how retailers can benefit from licensed products. The panel also highlighted that rights owners are more willing than ever to engage with retailers – big and small – to create promotional activity focused on driving up customer engagement.

Below is a recap from the panel on some of the key points raised in the discussion:

Should retailers be concerned about the price of licensed products?
Matthew Gibson, Head of Partnerships & Licensing, OddBalls: No! It’s something to be considered but not feared. It’s not a secret that licensed products can be more expensive as they include MGs, royalties and often marketing spend commitment. The key is to forecast accurately and understand the overall financial undertaking if taking a license themselves. Or, when looking to buy in a licensed range, make sure their customers are willing to pay the price point.

Sandra Vanstan, Head of Licensing, William Lamb: Retailers should naturally be concerned about price points to remain competitive. However, buyers are under enormous internal pressure to focus on margins, and often, sadly, it’s the product that suffers.

Ian Wickham, Co-Founder, Licensing Link: Licensed products come with the perception of being slightly more expensive than generic products for a number of reasons… The value associated with the license, the quality associated with the license, consumers wanting to own a ‘piece’ of a license and the additional costs that have gone in to creating the products – like rigorous QA testing to hit the licensor’s brand requirements.

“There’s a credibility and gravitas associated with some licenses.”

Plus, there’s an expectation that the licensed product – because of all the above – will last longer than a generic one. All of this comes with a cost associated with it. So retailers should not be concerned with marking their licensed products up with a premium within their overall offer to consumers.

For retailers, what are the benefits of licensed products?
Sandra Vanstan, William Lamb: If you have ever experienced a child’s tantrum over a Frozen doll, then you will understand the benefits of selling licensed products!

Matthew Gibson, OddBalls: The reputation of the brand itself is a huge pull to purchase for the customer. It will allow a retailer to trial a new category or product, before bringing in a wider range in that category. All because the licensed brand will have an existing following and strong fanbase to purchase new product. Licensing a new design of an existing range will add great value for minimal cost.

Ian Wickham, Licensing Link: By supporting licensed products, retailers have the ability to increase their basket spend – as well as build on a loyal shopper that wants to come back and purchase further into a range of licenses. Additionally, there’s the benefit of offering consumers a point of difference as well as choice – this all enhances their shopper experience.

On top of this, there’s the credibility and gravitas that can be associated with some licenses which can lead to additional sales and up-selling, as well as building the retailers credibility about their offering too.

“For bricks-and-mortar stores, it’s about selling around an event or experience…”

The sale of licensed products could also encourage retailers to expand their offer into additional categories that have synergy with their current lines and what the license can deliver. This further enhances their credibility as well as repeat footfall with consumers coming back to buy into the extended ranges.

How can retailers highlight the added value licensed products deliver in their stores?
Ian Wickham, Licensing Link: Great use of POS in store to communicate the arrival of licensed product is a great way of explaining and educating the consumer all about the products and range. Most licensors have pre-approved toolkits for retailers to use in store, so the effort to deliver this is fairly minimal from the retailer’s perspective – an easy win.

I’d also suggest using social platforms too. Do mail outs explaining the value associated with licensed products in-store or online, and social media posts communicating the features, benefits and the additional points of difference to entice a consumer. Website takeovers are also a very easy win for retailers to communicate the value associated with the products.

If relevant, character visits to the store can generate additional theatre, atmosphere and occasion. It’s great for families, magical for children and a great way of delivering added value around a particular license.

Finally, cross category promotions and merchandising various items together can make a statement in store. Have licensees work together to make the offer cover a multitude of purchase occasions.

Matthew Gibson, OddBalls: I’d suggest small POS assets like ‘Official Merchandise’ and using social media constantly to show people what is in store. Retailers who tap into super fans through clever marketing will also see significant value when retailing licensed products.

Sandra Vanstan, William Lamb: For retailers trading in ecommerce, high-quality photography and video are essential, with aspirational lifestyle shots helping to showcase products at their very best. For bricks-and-mortar stores, it’s about selling around an event or experience… Whether that’s supporting a key anniversary or capitalising on a much-anticipated movie release with merchandise that customers can quite literally dress themselves in from head to toe.

Finally, which licensed product of yours would you highlight as a good example of licensing?
Matthew Gibson, OddBalls: I’d highlight our most recent licensed range with Aardman’s Wallace & Gromit. Launched in a timely manner at the start of Aardman’s 50th anniversary, the range captures the personality and charisma of the iconic duo. The design is on brand and relatable for fans. Seeing Wallace in his dressing gown enjoying a brew, Gromit sewing and his cute but often puzzle facial expressions make for a superb first design for the collection!

The range launched at a topical time, used great design assets and was marketed strategically to the fanatical fan using Wallace & Gromit branded slogans, other characters and a wide range of well know icons from the show.

“Retailers who tap into super fans through clever marketing will see significant value.”

It’s a wonderful example of the amalgamation of two brands creating one superb range of desirable products! Not to mention the high percentage of returning customers who bought, showing the brand fit was incredibly accurate but, also a 99.93% sell through in just three weeks…

Ian Wickham, Licensing Link: I’d go for the Floral Street Sunflower Pop and Sweet Almond Blossom parfum. Created using 100% vegan ingredients, the formulation for both was created using inspiration from where Vincent van Gogh painted in Arles, France.

Floral Street themselves are a disruptor in the fragrance category, just as Vincent was in the art world. The business was set up by one very driven lady – just as Vincent was self taught, getting knock backs as he improved his designs and signature brushstrokes. Floral Street are trailblazing in the category they operate in, as Vincent was too – so it’s a great match.

The use of storytelling is key to the overall execution which fits in with the Van Gogh Museum’s strategy to get the message out about Vincent and his art. ‘If one loves nature, one finds beauty everywhere’ is what Vincent wrote to his brother Theo. This is the overall message and carrier for the Floral Street x Van Gogh Museum range which is pertinent to the use of natural ingredients as well as Floral Street’s use of flowers. As is the overall strapline of ‘Where fine art meets fine fragrance’, cementing together the relationship between licensor and licensee.

Sandra Vanstan, William Lamb: One of my proudest product launches was an Enormous Crocodile slipper set we developed for Start-Rite, which included Roald Dahl’s The Enormous Crocodile book alongside a beautifully crafted, premium pair of slippers. The crocodile’s appliqued mouth stretched across the vamp of both feet, forming the full character when placed together. Seeing the product in store was an absolute squeal moment.

The post OddBalls, Licensing Link and William Lamb discuss valuing and selling licensed products appeared first on Brands Untapped.

Carl Rush,

Oh my gosh, Miss Piggy is absolutely perfect for brand licensing. We all know she lives for luxury, fashion and beauty, so those are obvious choices for licensing categories. I could go on forever, but here are my top three products inspired by her iconic catchphrases:

“Hi-ya!” Perfumed Body Mist: A glam-meets-kung-fu body mist that celebrates Miss Piggy’s fiery side, confidence, sass and ability to take control of any room – or frog. Think OTT fragrance, pink pink pink packaging and a little attitude in every spritz.

“Moi” Luxury Lip Kit: A high-glamour lip set capturing her diva personality. Available in playful, sophisticated shades like: Piggy Pink, Champagne Kiss, Kiss de Moi, Pearl Diva, Froggy’s Fancy, Blush of Fame, Silk Snout. Perfect for fans who want to channel Miss Piggy’s signature style.

“Kiss Kissy” Luxury Handbag collaboration with Louis Vuitton: Glossy piggy-pink patent leather with a built-in mirror so you can admire yourself at all times. A flirty, indulgent accessory that perfectly embodies Miss Piggy’s love of drama, glamour, and unapologetic confidence.

Come on Miss Piggy, give Crush a call!

–

Lucy Salisbury,
Director, Group Licensing & Retail Strategy, Funko

As a lifelong Miss Piggy fan, I couldn’t be more excited about this new chapter for such an iconic character. With the announcement that Jennifer Lawrence and Emma Stone are bringing her story to life, the upcoming Miss Piggy movie has all the right ingredients to inspire a new wave of consumer excitement. At Funko, we’ve already seen incredible enthusiasm for our Miss Piggy Funko Pop! and Loungefly Muppets Miss Piggy Mini Backpack. With more products across expanding categories on the way, the timing couldn’t be more perfect to celebrate her larger-than-life charm!

Oliver Dyer,
Founder, Skew

Why wait for the Miss Piggy movie? When it lands, the gravitational pull of Emma Stone or Jennifer Lawrence will be hard to resist. But it’ll also make it harder to tell any story that isn’t theirs. There’s already a product story to be told. One that could prepare the ground now.

Ruth Handler’s cameo in Barbie made us look again at Miss Piggy’s origin story, and we weren’t the least bit surprised to find Bonnie Erickson behind her creation. One of the original female creatives on Henson’s team, Erickson gave Piggy her look, attitude and flair.

The spotlight’s usually on Henson. But if there’s ever been a time to shift focus, it’s now. A ‘Bonnie Erickson Collection’ would be a fitting tribute and a sharp commercial move. Think updated 1970s design, subverted slogans and products that play with – and punch through – outdated norms. Piggy would HIYA! the idea that creativity is just for the boys.

And it’s needed. In a world where female-focused platforms like Halo – meant to promote women’s rugby – are pulled after three days for being “unbelievably sexist,” there’s still huge cultural and commercial space for brands that get it right. Piggy has always had star power. Now’s the time to show she has origin power too.

–

Sophie Bloomfield,
Creative Director, SBC

Miss Piggy is an icon. And what IP delivers the strongest licensing opportunities? Icons.

Having grown up with Miss Piggy, her attitude, strong female personality and unapologetic assertiveness have always inspired me – and I believe many millennials and Gen X’ers feel the same.

When developing a licensing programme, I always start with a creative audit, identifying the natural themes within a character and building product categories around them. With Miss Piggy, there’s a rich heritage to draw from. Much like Madonna, she’s constantly reinventing herself, which opens the door for an ‘Eras of Miss Piggy’ range spanning fashion, accessories and footwear.

Her flawless face and signature glamour also lend themselves perfectly to beauty – Ciaté’s past makeup collaboration proved just how well that space fits her. And let’s not forget her musical side. A karaoke partnership with a brand like Lucky Voice, or even a line of musical instruments, could hit exactly the right note.

Gary Pope,
Co-Founder, Kids Industries

She was born for the solo career that beckons. Frank Oz, her creator, always said that, a little like Kermit, she was one of the few Muppets that really did have three dimensions. And that’s the simple rationale that says a solo licensing programme for the swine could very well shine.

So who exactly is this enigmatic cultural icon? We know she grew up in Keystone, Iowa; her father died when she was young, and her mother wasn’t at all nice to her. She took herself off to beauty contests and had to win to survive. And she did. Allegedly. That tough upbringing meant, as it so often does, a vulnerability disguised by a forceful personality – and her killer karate chops. Ultimately, it’s this hard-earned resilience that provides the foundation for the success that will follow her forthcoming movie.

She’s been called a feminist icon, and it’s clear that Miss Piggy is part of our collective consciousness. This porky embodiment of nostalgia is entering stage left for her big moment at just the time when nostalgia is more needed than ever. She’s glamorous, funny, confident and always impeccably dressed. If the movie producers get it right and Disney plays their CP hand well, this Miss will be a bigger piggy than Peppa.

When awareness levels match affinity scores, then you know you’re on to something good. And that’s where we are with her. Never mind the trade; her existing consumer fan base is legion. And if someone isn’t a fan now, they will be. Who doesn’t like an anthropomorphic, French phrase-purring, frog-loving, karate-chopping puppet diva pig? There is so much to play with. However, maintaining her character’s authentic identity – elegant, self-absorbed, and comedic – is essential in ensuring brand integrity as those deal memos get signed.

A considered licensing strategy for the doyenne of pigs can and should target multiple segments, with products designed for different age groups and across various categories. Toys and costumes for children, luxury accessories for adults and novelty items that highlight her larger-than-life personality can all be explored for great effect and margin.

Categories such as apparel, accessories and beauty products appear particularly promising. Her glamorous image aligns perfectly with fashion collaborations, cosmetics and jewellery lines that emphasise confidence and style. Yes, it’ll need a tongue-in-cheek execution, but that’s why it will work. Who doesn’t want a pillow or a throw blanket that screams “Moi”?

And let’s not forget the digital age was tailor-made for Miss Piggy. She’ll take the socials by storm – posing, pouting and playful. That larger-than-life personality is perfect for TikTok, Instagram and beyond. She might even spark some interest among influencers and content creators, making her not just a licensing icon but a social media sensation.

Glamour, humour, awareness and affinity? Miss Piggy will hog the spotlight and bring home the bacon.

Danny Heffer,
Independent Creative

Oh wow, what a character! What a force of nature! Actress. Singer. Model. Author. Style icon. International treasure. I see a very clear route here, noticing the buzz around The Devil Wears Prada sequel and previous outings like House of Gucci. Playing on Piggy’s fabulousness is a clear winner. I’d look to create some top notch collabs with the best of the best fashion houses and turn a silk purse into a sow’s ear.

Her penchant for French phrasing steers me to towards the French fashion houses… She’s fashion-forward, fashion-flawless, fashion-everything. Perhaps she could use her beau for a muse, Hermès for Kerm-ès perhaps? The world needs it! The most dapper of frogs would suit a bespoke bow tie or pocket square, although being naked I’m not sure where he’d keep it.

Looking at her other attributes, she’s a black belt in karate so sportswear seems an obvious route to the (livestock) market. I see her in a hot pink version of Uma Thurman’s Kill Bill tracksuit by Onituska Tiger maybe? Being so adept at the martial arts, I wonder if there’s a UFC angle here? Brands such as Monster and Red Bull are in the Octagon already, so perhaps there’s room for an energy drink too – giving the modern athlete some pork power could work. Bacon-flavoured energy gels? Protein packed pork scratchings for that after work out refuelling? Fizzy gravy drinks? Count me in.

Megastars in a similar league have looked to create their own brands and therefore cut out the need to pay away to a third party. Beyonce has Ivy Park of course, but I see a natural fit for Ivy Pork. Queen Bey has just linked up with adidas and ASOS to deliver a winter drop. Using body loving latex, sheer monogrammed leggings and patterned puffers, when winter hits, find your Pork.

So what attributes should we carry forward into a licensing programme? What pearls of wisdom can we cast before the swine? Feminine power obviously, Having the mental strength to cope with such devastating beauty, glamour personified. What the love of a good frog can do to a woman. So many life lessons to be learned from such an inspirational figure.

She is beauty. She is sparkle. She is the reason sequins exist. I’m smitten, I’m boar-struck. I can’t wait for the movie.

Alaina Caldwell,
Partner & Creative Director, StyleWorks

Miss Piggy is an icon! She could definitely hold her own as a solo licensed character even without the motion picture, but the new character-focused movie will certainly make for a major marketing moment and begin a flood of product development that could extend for years to come.

I think health and beauty would be an important category for her as it ties back to her glamorous character. Apparel and accessories and dress up could be huge as well, as she always loves to dress to impress. Most importantly, the product messaging and sayings within the designs should focus on her snarky humour and unfiltered expressions.

–

Sandra Vanstan,
Head of Licensing, William Lamb Group

Miss Piggy could absolutely smash a solo licensing push. She is so iconic, sassy, glamorous and confident. She knows what she wants and does not hold back to get it! An inspiration!

She touches the hearts of many who know and love her through growing up watching The Muppets, or through her gifs and memes on social media. One of the things I absolute love about her is her unapologetic self-love and body positivity, such a key relevant cultural message.

This beautiful swine would most definitely shine working with both fabulous retro high-end fashion collabs and fast fashion. Perhaps a Valentine opportunity with her passionate pursuit for Kermit! I could also see health and beauty doing well with this, thinking ‘Eau de Moi’ perfume, and not forgetting those false eyelashes!

Naturally, I have absolutely no doubt our talented team here at William Lamb will pay homage to her with product development to support this movie. I think the key would be to keep Miss Piggy true to herself, keep that inner diva and let her own it!

April Canlas Eddy,
VP of Operations & Business Development, Mattson Creative

The enduring allure of Miss Piggy can absolutely sustain a standalone licensing program today.

Her intentionally over-the-top glamour gives fans permission to lean into high style and personality. This maps cleanly into premium collaborations across apparel, handbags, sunglasses, cosmetics and skincare.

Miss Piggy’s aspirational lifestyle also lends itself effortlessly to partnerships across gourmand-adjacent categories such as chic kitchenware, tabletop, wine glasses, barware, and aprons. The opportunity is not just in nostalgia alone, but in Miss Piggy’s attitude. Her self-love is turned all the way up! She is bold, extra, and full of camp.

Miss Piggy appeals to adult fans of the Muppets franchise and her comedic bravado is culturally aligned with what audiences celebrate now – empowerment, theatrical confidence and radical self-awareness. I can’t wait to see the movie!

–

Arrthi Little,
Founder of Arrthi Ltd & Creator of Cheeky Legends

Undoubtedly, Miss Piggy has all the right notes to take the centre stage of a solo licensing outing. This character is not only visually iconic, but her sass eludes drama and makes her take the spotlight on the shelves. We’ve recently seen other pink, diva-heavy characters stand out – such as Barbie and Glinda from Wicked – proving the appetite for powerful, aspirational female archetypes who embrace theatrical glamour.

I believe Miss Piggy would truly shine on women’s apparel. There is no doubt nostalgia will be used as a powerful tool for edgier, adult t-shirts, perhaps using original TV show imagery and bold graphic treatments. But for the new generation, I see a softer approach – cute and comfortable sleepwear that makes for great gifting. This ties into the growing consumer trend for wellness and self-care that has dominated the lifestyle market. There is also the opportunity to tap into the beauty and diva aspect, so I see strong collaborations with premium make-up brands.

As far as the retail landscape is concerned, the Muppets brand is still vastly more popular in its country of origin, the US. However, from a UK perspective, the Disney ownership makes the licensing program ideally suited to high-volume, trend-driven retail. We should expect to see products appealing to both large supermarkets and high street destinations like Primark, offering affordable, fashionable gifting options that tap into both comfort and nostalgia.

On a final observation… I was recently watching Muppet Babies with my little girl and what stuck out was the introduction of a new character, Summer Penguin, perhaps to address the lack of female representation. As you soon notice, Miss Piggy is the only female lead amongst a nearly all-male cast. So, I would not be surprised if we see a new, more diverse female character being introduced with the solo movie project that might have a potential ‘Ken effect’. If so, licensees must be ready to embrace this unexpected star. The biggest opportunities often come from agility, and the licensing industry should not hesitate to leverage a breakout new character to build fresh, long-term audiences.

Stephanie Griggs,
Founder & Creative Director, Studio Griggs

I reckon there’s a pig opportunity to build a licensing programme around this… Quite frankly it feels like a range should already exist, film or no film, because to me, Miss Piggy sits in a Jennifer Coolidge-character-adjacent space, which is the slightly unhinged energy we all need.

She has so many iconic phrases, which I’m sure the film won’t be short on taking advantage of, so pun and slogan-led fashion and accessories would be great hero categories.

I’m thinking quotes like this, on tees, hoodies, phone cases and so on: ‘Who, moi?’, ‘Too glam to give a ham’, ‘Cancelled? Impossible’, ‘Hogging the spotlight since 1976’, ‘Green flags only!’… I could go on with the porky puns!

–

Katie Edmundson,
Senior Designer, Studio Noel

Fashion and beauty comes to mind – she’s known for being glamorous and always being beautifully dressed. I can imagine luxurious fur-trimmed pyjamas, everything in pink or a range of accessories that she herself would wear. For beauty, she could work well as the face for a range of products and vanity accessories – false eyelashes, sparkly eyeshadows, light-up mirrors and bedazzled eyelash curlers.

Homeware could have a similar vibe to fashion but translated to luxury products you could buy for your home, which she would surround herself with. Think sassy slogans on pillows and everything in pink.

Then in publishing, I can see some guides, memoirs or inspirational books from Miss Piggy. Her takes on how to live life as a diva, how to love yourself, how to be unapologetically you, or a range of diaries, calendars, journals with glamorous design and motivational quotes or fashion tips.

Jasmine North,
Licensing Co-ordinator, TDP Textiles

Of course Miss Piggy could go solo – she’s a global icon! She is the ultimate diva who isn’t afraid to speak her mind, head strong and confident. An unlikely feminist but with all of her traits makes her the perfect advocate. Even her name ‘Piggy’ usually referred to as a negative connotation, an insult even, can be turned around into positive association – juxtaposition at its finest!

With it now being announced that she has finally made it and has her own movie is quite liberating and the fact that Jennifer Lawrence and Emma Stone are behind the movie makes it even more empowering. And where would she shine? I would love to say everywhere but I think she would be a great success in the high street retailers such as New Look, Primark, M&S, H&M and Zara… Imagine the activations! Glitzy and glamorous – attracting not only magpies but anyone who loves a bit of glam in their lives.

Online retailers such as Character.com, Truffle Shuffle, Vanilla Underground and Amazon are also places that I think would work. Not only does Miss Piggy tap into that nostalgia trend but with the convenience of the online shop, fans can purchase impulsively when the hype erupts.

Millennials would remember Miss Piggy from The Muppets and her on/off romance with ‘Kermie’ or ‘Frog’ depending on whether he was in good books or not. They would also remember Miss Piggy’s talent for karate, with the recognisable “Hiii-Ya!” delivering a karate chop – or more appropriately pork chop!

The obvious collaboration would be a makeup/beauty brand as she is well-known for her extravagant eyelashes, well applied makeup and immaculate hair. Other perfect products could be hairbrushes, false eyelashes, eyeshadows – the list goes on.

I’m excited to see Miss Piggy develop and expand as a solo brand and to achieve that movie star status – hopefully she’ll get her own golden star on the Hollywood Walk of Fame!

–

Steve McInerny,
Director, Sharp Sharp Creative

I’m all for licensing campaigns being based on one character – though Fozzie Bear would have been my choice. People identify much more naturally with a character than an abstract brand, and we all know that Piggy doesn’t like to share the limelight.

Is Miss Piggy a popular enough character to sustain this? There hasn’t been a lot of recent Muppets content for kids, and she isn’t especially well-loved among Muppets fans, based on a quick trawl of Reddit’s r/Muppets feed. In the media she’s often mentioned as a size positive, feminist and LGBTQIA+ icon. These are not areas which I’m an expert in, so I asked some friends who collectively have a broader range of perspectives. For some reason they didn’t take this entirely seriously, here’s a summary of their more printable comments…

• In this time of Ozempic, celebrities and the media are moving away from size positivity.
• Piggy is in need of an update: my female friends didn’t especially identify with her extreme fixation on a male (frog) figure. And maybe it’s time for Miss Piggy to become Ms Piggy?
• There wasn’t any great recognition of her being an LGBTQIA+ icon.
• The Muppet character Sam the Eagle was jokingly proposed as being more in tune with the present zeitgeist with his more conservative, patriotic views.

So based on this straw poll, Miss Piggy has some work to do in order to become a success. Jennifer Lawrence makes the development process sound like it’s all been very vibes-based up until now, though I’m sure there are more hard-snouted conversations going on at Disney.

I’d love to see a Miss Piggy assertiveness self-help book. And surely there’s a great partnership to be had with one of the dating apps. Just don’t say pork products.

The post Talking Brands: A Miss Piggy movie is in the works… Could the famous Muppet sustain a solo licensing push? appeared first on Brands Untapped.

How does the business keep in touch with the licensing market?
We have a dedicated, experienced team for licensing and have incredibly strong relationships with licensors and agents based on integrity and trust. We also have a close relationship with our customers, who are so much more closely connected to the licensing industry than ever before.

Have you seen changes in the shape of the licensing market over recent years, in terms of the types of brands that are licensed?
Absolutely. It’s so much more diverse and trend-focused, which is one of the reasons why we love to push the boundaries on accessories. We especially love to see products in the market, such as milkshake carton shaped bags. We are also seeing that while movies play an important role in the peaks of successful licensing, it’s no longer the main driving force – which for us and our customers is a good thing with recent movie date changes! Fashion collaborations are also a growing trend, which is very much welcomed… Not only do they look fabulous, but they also create hype and demand for our products.

How do you think design in your category has evolved in recent years?
In recent years we have moved from simple functional products to pushing the boundaries on design and new shapes. We’ve added innovations and are not afraid to explore new materials and techniques. Also, brand collaborations and high-end designers utilising mainstream licences has also helped us take our designs to a more premium standard.

On innovation, how important is it to ‘add value’ to products in this way?
The design team is very focused on innovation. We’re always looking for any extra details and value-added items that can add appeal for consumers and offer USPs to our retailers. We believe by exploring feature materials and add ons, it takes our products to the next level, turning a standard bag into a more premium bag. Add ons and new materials or techniques also add an interactive feature which can lift a product, adding more excitement which appeal to children.

“We are not afraid to explore new materials and techniques.”

How do you keep in touch with design trends from the wider fashion and accessories market?
Our large team of designers are regularly out and about doing comp shopping and product searching. It’s an important part of our role to ensure that we see what’s new on the high street. We also send design teams into Europe and beyond where we see inspiration from further afield. Most recently we have had designers visiting Copenhagen, Disneyland, Verona and Paris amongst others.

We also use trend prediction agencies such as WGSN to keep ahead of key looks and styling, from catwalk to high street. Our licensors are very good at providing us with their own research and trend work. This helps us in developing a handwriting that delights them for their properties.

Does your design team work in tandem with other licensing categories, like apparel, to get their ‘design look’? How do you coordinate things?
General clothing trends do play a fundamental part in influencing both our bag and footwear ranges… How directly we work with clothing ranges can depend on the customer and if they are co-ordinating product cross-category. For example, a supermarket may brief nightwear and slippers to match, or outerwear and bags, and we would work with the licensor and customer on the direction to follow.

A lot of your products are for younger children. What are the challenges you face when designing for young consumers?
The power of character product in the kids’ market is undeniable! Our ethos is not just to service the demand for some of our key characters, but to always try to push ourselves to keep producing better and more appealing products. Trends can ignite so quickly with the power of social media now, so fast reaction times and dynamic sourcing mean we can be quick to market with new products.

In footwear, fit and comfort are key, so lots of technical work goes on behind the scenes to make sure that our products are produced not only to look great, but to be as hard-wearing and comfortable as possible.

Given your portfolio is full of high profile pre-school brands like Bluey, what do you think are the elements that make an IP successful in this category?
Bluey is a great example of a pre-school licence that works incredibly well for us on all levels. Bluey has an appeal across all genders and ages; it’s one of our lead licences on kids’ footwear and bags, and we think it will be around for a good while yet. A successful license must be a license that not only children will love, but the characters need to be easily recognisable and simple enough to be represented in many different of the techniques we use on our various products.

Turning to retail, what would be your snapshot on the retail market for your category at the moment? What new opportunities are emerging in retail?
Some of our biggest retail additions are online retailers who are working in the fan market – and this is a great opportunity for us to work into some of our lesser used licences that might be considered geeky or retro. Primark have dominated the licence world on the high street, but some traditional retailers are following in their footsteps, heavily backing key licences with cross-category co-ordination, in-store POS and merchandising. It’s a great opportunity for us with our wide product offer.

What is next for William Lamb?
We always have new products in development. Our design cycle is continuous, our footwear season begins with our house ranges, followed closely by customer made to order ranges. Bags and accessories run to a similar timescale so every week we have newness arriving. We’re looking at AW25 now, so current projects in the pipeline include new moulds for light-up wellies and school shoes, new bag shapes and techniques, looking at new innovations to continue pushing the boundaries on newness… One of the most important things when starting a new season for all designers here at William Lamb is looking at new innovations and continuously looking at how we can to take things to the next level.

Thanks again guys.

The post William Lamb’s Sandra Vanstan, Ruth Evans and Emily Bean on pushing boundaries in licensed bags and footwear appeared first on Brands Untapped.

William Lamb Group is on board to develop a range of Magic Mixies footwear, bags, purses and accessories. The collection will debut with a retail exclusive bag in spring 2024, while the full range of products will be in development later in the year.

Elsewhere, Imagine8 will be developing Magic Mixies jewellery and accessories. The range will launch with a retail exclusive cap and sunglasses in the spring.

“This innovative and colourful toy brand has clearly caught the imagination of kids everywhere and is perfectly positioned to bring its magic to many licensing categories,” said Sandra Vanstan, Head of Licensing at William Lamb Group.

“We’re enormously excited to be taking Magic Mixies into footwear, umbrellas and more, in which we are certain the brand will enjoy even more success.”

Norman Thompson, MD at Imagine8, added: “Bringing together the massive appeal of Magic Mixies with our own expertise in licensed character merchandise is a great opportunity to extend this popular property into new categories.

“Jewellery and accessories are perfect for Magic Mixies, and we’re delighted to have been chosen to bring these key products to retail across the UK.”

Bulldog is also in advanced discussions with several partners across secondary toy, arts & crafts and activity, publishing, home and further soft lines.

“The phenomenal success of Magic Mixies continues, both for the retail property and for the growing number of licensing extensions it inspires through partnerships with leaders in their field – like William Lamb and Imagine8,” said Rob Corney, MD at Bulldog.

“We’re thrilled to welcome these high-quality partners to a campaign that is getting more exciting by the day.”

Lucy Wynn-Jones, Licensing Director at Moose Toys, added: “These important additions to the licensing campaign fuel the growing popularity of the brand and fans’ desire to share their love of all things Magic Mixes.

“With retail demand high, a hit streaming show and more licensee announcements on the way, our partners continue to build on the momentum of Magic Mixies.”

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