TOTAL LICENSING
who can use it as inspiration to create as the Tellyscope II, the Piella Propel-
exciting fresh designs. A case in point lor and the Blend-O-Matic.
is Hunter Boots, the manufacturer of NMSI Trading (Science Museum, Na-
wellies. The company has taken sever- tional Railway Museum/ Flying Scots-
al artworks and deconstructed them man & National Media Museum) has
to create a distinctive suite of boots recently brought all of its IP activity
and clogs. Earlier this year, they were into one division under the manage-
seen on the Milanese catwalks and in ment of newly appointed IP Manager
the pages of Vogue. Mark Bezodis. In addition to strong
RHSE licensing states that it only proven brands, licensees will now
works with ‘like minded’ companies. have quicker access to a vast range
From the Library, Tredecim was in- of images from the Science and Soci-
spired by a necklace design by Ger- ety Picture Library as well as footage
trude Jekyll to create a contemporary and audio from collections across the
and stylish collection of outdoor fur- museums. Not one to be phased by a
Scotsman is due to come back onto
niture. The furniture is made from large undertaking, Bezodis has grand
the mainline in 2010 which will pro-
100% recycled aluminium and will last plans for the future of NMSI Licensing
vide a boost to an already successful
forever. “by bringing all of our IP assets un-
licensing programme.
RHSE Licensing continues to evolve der the management of one team we
Museum exhibitions might not be he
and seek out new licensing oppor- are in a great position to enhance our
foremost place one would think of
tunities. This year will see the RHS working relationships with both exist-
for a form of children’s entertainment
brands extended into new stationery ing and new licensees. NMSI already
media – Sesame Workshop – but the
products, kitchen textiles, china and operates strong licensing programs
company believes it is a natural fit.
more garden related products. for both Science Museum and the Na-
Sesame Workshop partnered with
The Intellectual Property Office, Aard- tional Railway Museum and this could
Thinkwell Design and Production to
man, SGA Productions and the Science really take us to the next level”.
create The Body, which debuted in
Museum have all partnered to launch 2008/2009 has been a good year for
May 2005 and has continued traveling
Wallace & Gromit present A World of the NMSI licensing programme. The
across the country. The interactive
Cracking Ideas, which opened at the Science Museum and the NRM/ Fly-
exhibition, sponsored by New Balance,
Science Museum in March 2009. The ing Scotsman brands enjoyed record
is an extension of the Healthy Habits
exhibition is designed to inspire a new sales on the high street. One of the
for Life initiative which launched in
generation of innovators in the UK keys to this success has been branch-
2004 in response to America’s grow-
and beyond. ing out into new categories. Through
ing childhood obesity crisis. The Body
The £2 million exhibition has been the year NMSI has signed licences in
features 4 interactive zones designed
funded by the Intellectual Property the fields of gaming (both traditional
to get children excited about how the
Office (formerly the Patent Office), and electronic) and DVD. It is hoped
human body works: How You Work,
and designed and built for Aardman by both of these areas will grow signifi-
Your Insides, Your Outsides and Stay-
SGA Productions in association with cantly in 09/10. When asked how he
ing Healthy.
IY A Studios. would like to see the business devel-
On average, when Sesame Street
The project builds on the existing op, Bezodis commented “it is vital that
Presents: The Body exhibits, museums’
relationship between the IPO and assets such as our images and footage
general admission rises 88%. In addi-
Aardman, with the two having worked collections are made available to our
tion, museums have seen increases in
together for the last three years on licensees going forward. What we are
membership sales upwards of 400%
the nationwide Cracking Ideas com- aiming for is a one stop shop that can
and group sales upwards of 300%.
petition. efficiently offer brands, images and
Sesame Workshop also partnered
Inside the exhibition, visitors are taken footage to interested parties”.
with co-producers Adler Planetarium
on a tour of 62 West Wallaby Street Key Science Museum Licensees
in Chicago, Illinois and Beijing Plan-
- the home of Wallace and Gromit - such as WOW! Stuff, Zeon, Great
etarium as well as the Liberty Science
where they can view objects from the Gizmos & Halsall
Center in New Jersey to create One
Science Museum’s collections, as have produced
World, One Sky: Big Bird’s Adventure.
well as a selection of Wal- strong ranges
The 20-minute show begins on Sesame
lace’s own ‘cracking which are aimed
Street when Elmo’s friend Hu Hu Zhu
contraptions’, at both the high
visits from China. Together, Big Bird,
such street and
Elmo and Hu Hu Zhu locate the Big
people’s Dipper, North Star and Moon in the
homes. night sky. Elmo and Hu Hu Zhu want
The Flying to learn more about the Moon, so Big
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