TOTAL LICENSING
heritage and archive collections. This
is extending into other areas such as
comic collections. In my work with
DC Thomson we are having increas-
ing success with licensing imagery
from their archive of comic artwork.
A new licensee is Wild and Wolf who
are creating a wide range of products
using artwork sourced directly from
comics published in the 1980s. They
like the design style, the authentic
nature of the source material and the
fact that they can produce a range
with a unique design style not repli-
cated elsewhere.
Associations with the heritage sector
are not confined to product as Lori
Heiss, a former Marketing Director at
HIT Entertainment and now a free-
lance licensing consultant observed:
“Brand owners are always looking With an obvious appeal, ranging
for innovative and creative ways to from students to visitors to Boston,
extend their brands. In recent years, tourists and the worldwide souvenir
the heritage sector has emerged as H market, the whole operation is run in-
a unique way to offer existing fans a house from the university’s headquar-
unique brand experience whilst also The words museum, heritage and ters, with all revenue received going
“...licensing
offering exposure to potential new institution can conjure to mind any towards undergraduate financial aid.
consumers not otherwise reached. number of areas or places. In essence, The National Trust in the UK has two
programs for
Similarly, the heritage sector see a licensing programs for institutions facets to its licensing venture – one,
institutions
benefit from linking with popular such as museums and universities aim as an income generator, and secondly, such as
characters by gaining broader expo- to reflect the name of the brand with increasing partnerships with organiza-
museums and
sure to a mass market for their tra- offerings of a certain quality. Given the tions to reinforce the Trust’s message.
universities
ditionally niche, higher end brands. diverse nature of the following institu- The licensing program has been
aim to reflect
Recent partnerships like the one be- tions and companies, it is no surprise ramped up in the last two years, with
tween HIT Entertainment’s Angelina that each runs a very different licens- key areas including food and drink,
the name of
Ballerina and English National Ballet ing program to the next, each intend- and leisure, home and lifestyle.
the brand with
as well as Aardman’s current Wallace ing to convey the unique nature of the Key partner examples include Wood- offerings of a
and Gromit exhibit at The Science name behind the product. mansterne for greetings cards, and
certain
Museum (and Bob the Builder before Harvard University, renowned as one Universal for a range of CDs available
quality...”
them), create a symbiotic relation- of the world’s top universities, under- on the high street as well as in Na-
ship between popular culture and the takes three operations in its licens- tional Trust shops.
heritage sector in which both camps ing program. These are worldwide With over 200 shops on its sites, the
see the benefit of a stronger offering trademark enforcement, worldwide National Trust, while retaining the
and the opening up of potential new trademark licensing, and internal use traditional products it sells, is increas-
markets.” of name policies. ing its program. The food part of its
With developments like these it is It maintains important emphasis on licensing arena intends to link in as
increasingly likely that there will be a the trademark program, with the mis- much as possible with products pro-
crossover between the different sec- sion stated by the university to pro- duced by National Trust farmers, once
tors of licensing and more licensees tect the Harvard trademark world- again reinforcing the message of a tra-
will recognise the value in the heritage wide. The university undertakes a ditional, homegrown Britain.
sector and indeed more rights own- conservative licensing program, in Sport can often play a large part in
ers will attempt to realise the value of keeping with its Ivy League traditions. the heritage of a country. Rugby sta-
the intellectual property. Only apparel and other items that do dium Twickenham will be celebrating
This points to an exciting future for not pose a risk to the reputation of its 100th anniversary throughout the
this sector of licensing and one that Harvard are approved, and although 2009/2010 season.
will be a welcome boost to the licens- there are agents worldwide, every Since unveiling the stadium’s south
ing economy. single approval is made by the univer- stand development last year, Twick-
www.startlicensing.com sity itself. enham has become a venue for more
123
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160