INTERVIEW TOTAL LICENSING
GED BACKLAND
The Backland Studio
After first appearing on the scene for babies was either classic or twee -
in 2004, The Backland Studio has there was nothing that was clever and
gone from strength to strength and funny and we became determined to
currently holds a strong portfolio of do something about it!”
design-led properties. The result was Goochicoo, which
The studio came into being after has been a strong success - licensees
husband and wife team Ged and include Tommee Tippee for branded
Kaely Backland had spent 14 years cutlery, Izziwotnot for bedding, clothing
as creative directors for UKG and giant Poeticoetic Gem fGem foror babbabyy aapparel,el,
Hallmark. “Having created some and Kiss HK for a line of Goochicoo
major characters that had proved very wooden toys, whilst greeting cards are
successful at retail, such as Bubblegum, being distributed nationwide by UK
we decided that we had what it takes Greetings. Backland also has Vincent, the bear
to go it alone and The Backland Studio The brand is also spreading across with one ear, who appears on a range
was born,” explains Ged. “We are the globe: “Bulldog Licensing is the of UKG cards as well as bedding by
currently based in a converted barn worldwide licensing agent,” explained Izziwotnot. The studio are now in talks
in a little Yorkshire village and while Ged, “and has secured partnerships with Dublin-based Boulder Media
we are small, we only employ thirteen with Wild Pumpkin in the Australian/ about a possible animation.
people, we are perfectly formed!” NZ market, Performance Brands for Aunt Acid and Grumpy Old Gits
Numbers at Backland have just been the Middle East, and MJA in France and complete the Backland stable. Grumpy
the Benelux countries. Al Ovadia & Old Gits is based around photos of
Associates already handle Goochicoo gurning old gits with slogans such as
in the US where it is proving to be ‘saga Lout, and ‘grumpy is the new
phenomenally popular.” happy’, which are available in Clinton
However, the Backland stable is not Cards on socks, keyrings, pint glasses,
limited to babies. The studio created cards, coasters and T-shirts – there’s
and co-owns red even a grumpy swear
hot teen/tween box. “Aunt Acid is
property Scarlett the old tartan terror
and Crimson with recognisable to every
Coolabi. “Scarlett family. She’s off her
and Crimson has tartan trolley” added
been very well Ged, “Wielding her
received,” said Ged. tartan shopping bag
boosted by the acquisition of ex- “It even made The on wheels like a lethal
Hallmark illustrator Peter Allright, Sunday Times Style weapon! She’s only been
copywriter Nicole Adams, and 2009 trend guide and available since February
copywriter/illustrator David Iddon. has huge appeal to but UKG are already on
The Backland Studio is behind one of girls in the 10 to 14 board for cards.”
the biggest design-led hits of recent age range. The next There is plenty more
years in the form of Goochicoo – the 12 months will see planned for the future
range of small babies accompanied by the property really catch fire with the from The Backland Studio. “We have
slogans that give them a clever and launch of the first four of 16 Scarlett just gone into partnership with Duo,
humorous edge, such as Boy Racer and Crimson books through Simon an amazing creative outfit, to develop
and The Piddler. “The idea came after and Schuster in the UK and the US. a character called Wit, which we’ve
the birth of our twins,” said Ged. A Scarlett and Crimson teen make-up all got very high hopes for,” says Ged.
“Babies are so full of character - they range from beauty industry celebrities “Everybody who has worked on Wit
have what I call ‘nappitude’ - yet we Ruby Hammer and Millie Kendall is thinks it’s got amazing potential and
realised that there just wasn’t anything also set to hit the High Street, so it’s it’s definitely one to look out for in
out there to reflect that. Everything all very exciting.” the future!”
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