Pop Paper City follows paper characters Plom and friends who embark on adventures fuelled by crafting and creativity.

“We are thrilled to partner with The Point 1888,” said Georgina Hurcombe, Creator of Pop Paper City.

“Their wealth of experience in developing brand licensing programs aligns perfectly with our vision. I’ve always wanted to create a series that encourages ‘doing as well as viewing,’ and now, with The Point 1888, we’re excited to bring our characters and stories to life in new and exciting ways.”

Will Stewart, CEO and Founder at The Point.1888, added: “We were captivated by Pop Paper City’s unique concept – a ‘craft adventure’ series that not only entertains but also promotes play and sustainability.

“It’s unique and the 52 episodes already available offer diverse opportunities for toys, arts & crafts, publishing and much more. We’re excited to bring this series to BLE next week”.

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Can you tell us about a recent launch you were involved in that you feel is an especially creative use of a licensed brand?
Unfortunately, my idea has been stolen by Laura at Egmont, but I am so proud of our Denzels x Battersea collaboration. Everything about this launch is perfect – huge listings at great retailers. Beautiful product, excellent execution by Sadie Wright on the PD. Elite level licensee management by Bethan and Sadie. And all with true purpose at its core – raising money to help make a better life for our furry friends.

Battersea is our longest standing client now and was on my dream client list when I started The Point.1888, so it’s a true honour to finally be a small part of the next generation of the brand extension programme.

Good pick. And can you tell us about a launch you’ve seen – but were not involved in – that you feel is a creative brand extension?
Anything to do with trainers. I love the trainer collabs. I loved Nike x London Transport Museum, adidas and LEGO… What a partnership that is!

What’s the key to successful creative collaborations between licensors and licensees?
Open honest communication. Working in partnership to solve a common problem.

Last question! BLE is almost upon us. Is attending the show a good means of fuelling creativity and having ideas?
Yes, it’s the greatest show in licensing – sorry Vegas I love you really!

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

The post BLE Creative Corner with… The Point.1888’s Will Stewart appeared first on Brands Untapped.

Available now, the special issue will feature activities, puzzles, jokes, story extracts and stickers, inspired by Walliams’ books and characters.

Content includes a guide on how to build your own Beast of Buckingham Palace, an opportunity to join the Midnight Gang with a Story Maker game and details on how to make your own pet Fing. Plus, readers will also receive a head torch free gift for secret under-the-cover reading.

“This is a dream publication – I have wanted to bring the humour, fun and values of David Walliams to a children’s magazine for years and to see this now come to life is brilliant,” said Katie Wilkinson, Commercial and Strategy Director at The Point.1888, who brokered the deal.

“Redan have developed a publication that perfectly translates everything fans already love about David’s books into a new format and we can give children additional content and fun.”

Managing Director of Redan Publishing, Julie Jones, added: “We are truly delighted to bring to market this unique magazine that brings together an exciting collection of activities inspired by some of the most popular characters from The World of David Walliams. Fans of the books will be able to extend their love for the stories by immersing themselves in puzzles, crafts, drawing, colouring and even read original content from David himself!”

Shane Jones, Editor of the magazine, continued: “It has been a privilege to work with these much-loved characters and create new and exciting content that complements and enhances the reading experience. It was so much fun trying to think of the different ways that we could capture the humour and heart from the stories, and I’m confident that we achieved this. I’m really proud of how it’s turned out”.

Nick Lake, Fiction Publisher at HarperCollins Children’s Books, said: “We are really thrilled to work with Redan to bring the world of David Walliams to even more children. This creatively conceived, wonderfully designed and most importantly very fun magazine is full of the joy of stories, and will bring so much pleasure to children this summer. We are already making our own Fing pets in the office! We hope that, alongside David’s brilliant books, it will help to inspire a whole new generation of readers.”

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Dav Pilkey’s Dog Man series launched in August 2016 and has more than 60 million copies in print, while all five books in Pilkey’s Cat Kid Comic Club series have topped bestseller lists. Elsewhere, an animated Dog Man feature film is slated to open in theatres worldwide in January 2025.

“We are absolutely honoured and thrilled to be representing Dog Man and Cat Kid in the UK and working alongside JLG,” said Katie Wilkinson, Commercial & Strategy Director at The Point.1888.

“We are massive fans of these incredible graphic novels and are so excited to build a consumer products programme that extends the characters that children already love into new areas. We can’t wait to start conversations at Licensing Expo.”

Jackie DeMaio, Senior Licensing Director at The Joester Loria Group, added: “The Point.1888’s strength across multiple licensing categories and a number of brands has made them the great choice to grow the Dog Man and Cat Kid licensing program. We are looking forward to building the licensing program of this much-loved brand.”

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Ahead of the brand’s 80th anniversary next year, Blade & Rose is on board for infant apparel, Licensed to Charm is developing jewellery, Practical Publishing has joined for magazines, while Skinny Dip is readying Moomin phone accessories.

“Working on the Moomin brand is an absolute delight,” said Becky Langer, Head of Commercial & Brand at The Point.1888.

“The brand has real depth, purpose and strong values which are in alignment with what consumers are looking for. Its appeal across all demographics makes it truly unique and we can’t wait to celebrate the 80-year anniversary with all of our dedicated partners.”

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New licensees include Mappin & Webb for a luxury jewellery collection, The Royal Mint for collectibles and VOW Nutrition for licensed nutrition products and water bottles. Elsewhere, Brompton Bicycle, Hy-Pro Sports and Micro-Scooter are also on board, along with plush toys specialist Aurora World, and underwear firm OddBalls.

Baby apparel special Brecrest Sports has also joined the roster, along with Fashion UK, MBI Inc, BB Designs, Gibson Games, Hachette Children’s Group and You Are The Star.

“We’re delighted with this range of new licensees, which bring together a fantastic variety of products at retail that are sure to appeal to fans of all ages,” said Sadie Wright, Brand and Product Development Manager at The Point.1888.

“We are sure our retail activations and product roll out will bring a summer of sport and excitement to customers.”

Team GB licensing and retail lead, Amber Jeffries Keel, added: “Team GB has a long-standing history in licensing, but we’re always impressed with the fresh ideas and opportunities that The Point.1888 brings to the table. Their approach helps us expand our presence and work with new licensees to delight our fans. We can’t wait to see these exciting new products as the nation rallies together to support our team.”

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Stephanie Griggs, Creative Director, Studio Griggs
A range that really made me smile this year was the Lush x SpongeBob SquarePants collection. It had everything that a good brand partnership should have in my eyes: solid purpose and shared brand values – the range raised awareness for the SpongeBob SquarePants: Operation Sea Change initiation and was 100% plastic free – creative synergy and great product innovation… The Krabby Bathy was a 3-in-1 bubble bar, soap and bath bomb that in my four-year olds words “made bath time cool”.

I’ve loved seeing Lush build out their licensed ranges as a staple strand of their offering. This year saw a number of other great collaborations for them including Barbie, the Super Mario Bros movie and Netflix’s Stranger Things.

Paula Rich, Owner, Dot Dash Design
My top choices among licensed products this year are undoubtedly the collaborations with The Met in New York. Expanding on their prior successful partnerships in the realms of fashion and beauty, they launched six captivating fragrances in collaboration with Pura. Each scent draws inspiration from the museum’s most iconic spaces, such as The Temple of Dendur. These exclusive products are available at The Met, their online store and through Pura’s website.

I was particularly impressed with the thoughtful approach taken in the collaboration. Recognising the strong connection between fragrance and memory, The Met sought innovative ways to convey the museum experience through the senses, bringing a fresh dimension to the appreciation of art.

Being a stationery enthusiast, I also loved their collaboration with Papier. The newly unveiled collection of planners and diaries for 2024 is exquisite, showcasing artwork from The Met’s archive. This includes a rejuvenation of art nouveau book covers designed by Margaret Neil Armstrong.

Ben Cox, Creative Director & Co-Founder, Fraktal
My favourite licensed product this year is definitely Hasbro’s Haslab Ghostbuster Proton Pack. I’ve been a lifelong fan of Ghostbusters and as a child I dreamed of owning a Proton pack. Alas, I had to make do with the Kenner Real Ghostbusters version to fill the gap… Fast-forward 35 years and Hasbro answered the call of Ghostbuster fans everywhere by manufacturing a full-size screen-accurate replica through their crowdfunding Haslab platform. The campaign was a roaring success and thousands of fans are now the owners of their very own nuclear accelerator. With all credit to Hasbro, this a great example of a company listening to fans and going the extra mile to deliver a product beyond the expectations of consumers.

Oliver Dyer, Founder, Skew
Our team is closely following fan brands, community-led product development and social selling like TikTok Shops. Sides by Sidemen – in partnership with Hero Brands – fits very much within this emerging phenomenon. Hero Brands, the company behind German Doner Kebab and Island Poké, is moving extremely fast to turn Sidemen’s immense following into a sustainable, long-term brand. It’s impressive and whip-smart how they quickly turned the feedback received from the delivery-only model into a carefully selected chain of restaurants. The location, menu, product design and marketing are a case study in where licensing is heading… Fan brands are the future, and Sidemen have a hyper-engaged focus group of over 20 million who are only too happy to help shape their brand extension offerings.

Anita Castellar, CEO, FanGirl Consulting & Brand Management
My standout for 2023 is McDonald’s bringing back the beloved retro mascots. I always regretted that McDonald’s didn’t keep these iconic characters relevant throughout the years and put them into the archives. Their resurgence not only creates a nostalgia play for kidults, but also an opportunity for a shared moment with those of us who have children. Now we can pass along our love for these sometimes-mischievous characters to next generation. My personal favourites are the adult Happy Meals and the Loungefly bag collection for the win!

Ian Downes, Director, Start Licensing
It’s been interesting to see food and drink brands embracing licensing more frequently and in more depth in recent years. Brand owners like Unilever have led the way with a range of licensing deals with brands such as Marmite. These always seem to be well chosen and created with care. There’s no rush to market, rather a strategic roll out of products. One recent deal that I particularly admired – and one that is a great example of developments in the sector – is McDonald’s working with Galaxy to create a Galaxy Caramel Hot Chocolate. It is well presented in store and represents a very effective bit of NPD. It’s well timed in the run up to Christmas – a season when consumers are looking for festive treats and experiences – and is a great way for Galaxy to activate their brand while strengthening their brand equity. It’s also a good example of a focused licensing deal. The fact it’s a limited edition helps build more engagement and opens the door for further NPD in the future. It is a great example of what is going on in the FMCG licensing market at the moment – and also what is possible when brand owners work together in a focused way.

Sophie Bloomfield, Creative Director & CEO, SBC
2023 has been yet another year of awesome consumer products. It just shows the creativity out there, and the demand for great products. Barbie X Zara collection must get a shout out because wow – just wow! I don’t think Zara has ever given so much attention and marketing support to one brand, let alone a licensed brand. The in-movie look approach to the range was a great creative direction and the sales results proves this was a fantastic collection.

My second choice is Bird & Blend’s Wallace and Gromit tea range. So adorable, especially the packaging and how they executed the brand in store. Great work Aardman!

This next choice has only just launched. Mattel’s Uno collection with Province of Canada. They have literally made Uno into a cool art brand – I want it all! But in all seriousness, this is a tough feat of design. Often classic brands aspire to being a collectable art and lifestyle brand but fail. Uno and Province of Canada have executed this range effortlessly. This is down to the balance of design aesthetics, the choice of products and styles – and not ‘over-designing’ the collection.

Last one! A new favourite is the boygenius collaboration with Brooklyn-based Jewellery brand Catbird. I first saw Catbird’s work via their collab with The Met in 2020 and have been impressed by their work ever since.

David Born, CEO, Born Licensing
Barbie has had such an incredible year, with the world turning pink in July as Greta Gerwig’s film generated over $1.4bn at the box office. However, the product that really caught my eye this year would have been my choice regardless of the film success: the Barbie Stevie Nicks doll. Steve Nicks is one of my favourite performers and when I saw this product, I was super impressed. Mattel absolutely nailed it, with 27-year old Stevie’s iconic bohemian dress and signature tambourine inspired by the 1977 album Rumours. The launch generated a lot of mainstream press and, from what I’ve read, it sold out very quickly. Mattel are brilliant at ensuring that Barbie continues to appeal to a broad customer base… Collaborating with Stevie Nicks is a great example of tapping into the older demographic who grew up listening to Fleetwood Mac and Stevie Nicks.

Tim Collins, MD, The Brand Director
My vote is for Bearbricks. These are large scale figures in different materials covering the usual superhero, sci-fi and classic toy characters. They’re really nicely produced and are – of course – not at all subtle. It truly shows that ‘merch and pop culture’ isn’t a niche market any longer.

Will Stewart, Founder & CEO, The Point 1888
The Powerpuff Girls x Nike SB Dunks are fucking awesome in every way. No idea if it’s gonna be successful, but hey in our industry what does successful licensing mean anyway? Eyeballs, inches or sales? All are valuable regardless of objectives or success. Our industry can do it just cos it’s cool… We can look at a worldie like this and be proud we work in such a cool industry.

Rob Hutchins, Editor & Community Manager, Products of Change
My pick has to be Lush x SpongeBob SquarePants. This was exciting from the get-go. Launched to coincide with Plastic-Free July as part of Paramount’s SpongeBob SquarePants Operation Sea Change campaign, this was a partnership that heralded a new first and a new dawn for licensing. Quick to market with fresh products, Lush is a dynamic outfit of creatives – and it’s everything licensing loves. Bold, pioneering, with a captured pop culture audience on the global stage – all while being kind to the planet through sustainable practices and regenerative processes up and down the value chain. Lush presents a purpose-driven new era for licensing. And the SpongeBob collection presents a creative new application of the industry’s best-loved IP. Besides, show me anyone not happy jumping into a bathtub with a Krabby Patty after a big night out and I’ll show you a liar!

Susan Bolsover, MD & Founder, Lightbulb Licensing
My choice has to be Barbie. While I am a Sindy girl through and through, Mattel knocked it out the park this year! What I found so brilliant was the way in which traditional consumer products and promotions blended seamlessly with movie marketing to create a truly immersive event – and a memorable pop-culture moment. From the core toy product through the extended licensing categories – shout out to the apparel category in particular –to the movie poster selfie generator and the Malibu home promotion with Airbnb to name but a few… Barbie changed the landscape of movie licensing forever and showed how with joined up thinking around a brand, you can deliver something truly outstanding… Something that consumers of all ages around the world can engage with.

The post Stuff We Loved: What are the industry’s favourite licensed launches of 2023? appeared first on Brands Untapped.

It begs the question, do buyers get the chance to share their insights enough with brand owners, licensees and agencies?
Everyone in licensing would like to talk to buyers if they could. The trouble is they’re very busy and it’s such a tough job. They’re under a lot of pressure because they’re trading live all the time. In licensing, we’re planning nine to 12 months ahead, and they’re buying nine to 12 months ahead, but they’re trading every single day.

“Who doesn’t want to sit in the pub coming up with ideas for brands? It’s what ties the industry together.”

Something you see more of these days is licensees speaking to buyers before they sign a licensing deal for a brand. Brand owners don’t like it, but all they’re doing is their own due diligence. And let’s be honest, there’s not enough due diligence done in the licensing industry. Licensing isn’t quick or easy – it looks it, but it isn’t! Lots of brands have woken up to it, but they need to do some basic market analysis in order to put together a proper strategy. Otherwise, a lot of enthusiasm and planning can end up being a complete waste of time.

The Point.1888 has an eclectic portfolio of brands – from Abbey Road to Barratt sweets to Royal Historic Palaces. What makes an IP well suited to you guys?
Variety is the spice of life. We look for ambitious brands with purpose. We want brands that have a cause, want to change something or can generate money to go back into something. Beyond that, it’s about people. We want to work with people that share our morals, ethics and values.

“We look for ambitious brands with purpose.”

Abbey Road is a good example. We love music, it’s iconic and it has a purpose behind it because it’s trying to drive an interest in music among the youth. It really means something. Are we going to do loads and loads of licensing for it? No – but the people are cool, the purpose is there and it’s something very special that we like doing.

These are also brands that don’t necessarily have an obvious route into consumer products.
We love that aspect of it. Who doesn’t want to sit in the pub coming up with ideas for brands? That’s what ties the whole industry together. We love coming up with ideas and we’re also not shy in coming up with shite ideas. We like building on ideas, even if they’re not quite right initially. If you shoot ideas down straight away, you’re losing the potential for that to spark other, better thoughts. We’ve got a lot of great ideas-people here and ideas can really come from anywhere.

Historic Royal Palaces is a great example. The Gin in a Tin partnership came out of nowhere and it’s done really well. At some point that would’ve sounded like a crazy idea, but everyone loves it now!

How do you see the relationship between commercial teams and design teams?
Designers push beyond your initial vision and commercial’s job is to work with them to figure out how far you can actually push things. That’s how you get great things that you wouldn’t have got to on your own. Creatives have something that commercial brains don’t have, so we need to tap into that otherwise we’ll all stay average.

When we’re pitching to brands, we always give them a couple of really out-there ideas because you never know what will come off. We work with Mumsnet and the only licensing deal we’ve done with them so far is a vibrator. Of all the things we’ve explored for that brand, a vibrator is the first one to come off… It’s bonkers, but welcome to licensing!

You mentioned earlier about putting purpose at the core of everything you do, and you’ve recently launched a podcast all about it – the True Purpose Podcast. Day-to-day, how does being purpose-led shape the business?
We’ve turned down opportunities and exited clients because they weren’t aligned to our purpose. Anything that any business does to be more purposeful is a positive step towards a better future. Every brand needs to be looking at it because purpose is important to Gen Z and Gen Alphas – and they’ll research and find out if companies are doing things to help the planet or make it worse. We should celebrate every move a company or brand makes to being more purpose-led.

“We should celebrate every move a brand makes to being more purpose-led.”

The podcast is called The True Purpose Podcast, and The Point’s parent company is called True Purpose Enterprises. How do you assess a true purpose versus a fake one?
Well, if you can cut open a business open and everything is tied to a purpose, then that’s true purpose. Fake purpose covers things like greenwashing or cases where companies jump on a bandwagon for the sake of it. Your purpose might be to sell a shit-tonne of kitchen towels! That’s fine! But if you’re doing that and saying that you’re planting 10,000 trees to be a purposeful business, but you’re actually cutting down 10 million… Well that’s a fake purpose, and the end consumer will catch those kinds of businesses out.

Just on the podcast, what does it focus on?
It’s about inspiring people to be more purposeful. We interview people about their own personal purpose, and it’s been amazing. I hope it’s something I do for the rest of my life.

And for anyone interested in checking that out, it’s here. I also wanted to speak with you about the launch of your new food and drink-focused licensing agency, Eighty Ate. Top marks for the name! Why is now the right time for this venture?
Food and location-based entertainment are some of the key growth areas in our industry, and you want to be in those areas. We also have a rich history with food and drink brands; the first thing we ever did was the Innocent woolly hats with Oliver Bonas. The second thing we did was taking Leon into cookware with John Lewis. And our biggest thing outside of entertainment is the Barratt lollies – it’s a £25m turnover business. Huge! Food is such an innovative space in licensing; there’s lots of exciting things going on. And it’s fun! Who doesn’t want to sit and taste ice cream!

I’m sold! And where is the focus for you in terms of food brands going into non-food categories, non-food IP going into food…
Food brands going into non-food is massive and there’s people knocking that out of the park, like the guys at Pink Key. Non-food brands going into food, like the recent Barbie popcorn, is also really interesting. But in my opinion, the big one is food brands extending into other food brands.

A lot of food companies like to think they should do that sort of thing in-house, but their innovation funnels can last three or four years; it’s too slow. Our industry does things quickly and if something lands, it can be massive. That’s the opportunity for our industry. We can tap into the big food producers and offer them a faster route – that’s less stressful – and just as lucrative and innovative. That’s one of our big targets for Eighty Ate and we have some exciting announcements coming up.

For a food brand moving into a different food category, what makes or breaks a launch like that?
The flavour. It’s tricky, but consumers love their food brands and so you need to spend the time to get it right. It needs to be authentic and recognisably that flavour. That means you usually need to do lots of testing, and that means lots of eating – so it’s not all bad!

Ha! If you ever need help with that, you have my details! Will, this has been great! I have one last question: What would you say is the most underrated project you’ve worked on?
We’ve not done too much press on it, but I’d say Story1888’s marketing campaign with Tourettes Action to raise awareness of Tourette’s. That campaign is so purpose-led and it will end up as a TikTok docuseries. It’s very different but a great brand. I’m very proud of the work we’ve done there.

Will, thanks again for making time.

The post “It’s bonkers, but welcome to licensing!”: The Point.1888’s Will Stewart on the value of exploring ‘out-there’ ideas appeared first on Brands Untapped.

I imagine the character parade gives quite the first impression! What’s been your best BLE memory?
Our first year exhibiting – in 2017 – was really special. Seeing our brand logo in massive letters on a wall and having our own little space on the BLE footprint was a defining moment as a new business. We were late additions to the show though so we were squished in a corner and had a big pillar through the stand – but as we had 2,000 LOL balls, we were mobbed throughout!

What makes for a good BLE meeting?
A good BLE meeting is one with someone you’ve not met before. I love seeing our current clients and partners, but the whole point of a trade show is to meet new people.

Great answer. And what’s your key aim for this year’s BLE?
Meet lots of exciting new people!

Before we let you go, can you give us a BLE tip or recommendation? Could be a restaurant, pub, venue or show advice…
Comfy shoes, lots of water and lots of coffee – and lots of loo breaks!

Fab! Thanks Will.

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

BLE 2023 runs at ExCeL London from October 4th to 6th 2023.

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The new agency supports both food businesses seeking to break into new markets, as well as non-food brands to enter food and drink categories by creating products that fit existing retail gaps.

Formerly run within The Point.1888 as a specialist division, the food and drink team achieved impressive results for its clients, including a wide range of products for Barratt. These include ice cream and ice lollies at Iceland, cupcakes at Co-op and a Bulk.com Sports Nutrition range. The division was also behind Historic Royal Palace moving in the drinks category with a ‘Gin in a Tin’.

Heading up Eighty Ate will be True Purpose Enterprise’s Chief Commercial Officer, Bethan Garton, and Janine Richmond, The Point.1888’s Head of Product & Brand. They will be supported by an Account Team as well as experts from True Purpose Enterprise’s other businesses The Point.1888, Spotlight.1888, and Story.1888.

“Eighty Ate’s goal is to help its clients stay ahead of the curve by creating innovative products that will stand out on the shelves,” said Bethan Garton, Chief Commercial Officer of True Purpose Enterprises.

“By using our unique combination of data-driven insights, creativity, and years of food industry experience, we can provide clients with effective solutions that will give them a competitive edge. Over the coming months we have several new food and beverage brands joining our family and we can’t wait to share more on those very soon.”

The new agency supports both food businesses seeking to break into new markets, as well as non-food brands to enter food and drink categories by creating products that fit existing retail gaps.

Formerly run within The Point.1888 as a specialist division, the food and drink team achieved impressive results for its clients, including a wide range of products for Barratt. These include ice cream and ice lollies at Iceland, cupcakes at Co-op and a Bulk.com Sports Nutrition range. The division was also behind Historic Royal Palace moving in the drinks category with a ‘Gin in a Tin’.

Heading up Eighty Ate will be True Purpose Enterprise’s Chief Commercial Officer, Bethan Garton, and Janine Richmond, The Point.1888’s Head of Product & Brand. They will be supported by an Account Team as well as experts from True Purpose Enterprise’s other businesses The Point.1888, Spotlight.1888, and Story.1888.

“Eighty Ate’s goal is to help its clients stay ahead of the curve by creating innovative products that will stand out on the shelves,” said Bethan Garton, Chief Commercial Officer of True Purpose Enterprises.

“By using our unique combination of data-driven insights, creativity, and years of food industry experience, we can provide clients with effective solutions that will give them a competitive edge. Over the coming months we have several new food and beverage brands joining our family and we can’t wait to share more on those very soon.”

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