Retailers need to give new brands a chance, say licensors
Retailers which show faith in fresh properties early will be rewarded in the future by Samantha Loveday
RETAILERS SHOULD change the way they look at new brands – being more patient and letting them grow organically. That’s the view of several licensors, who told ToyNewsthat while they understand that buyers are under enormous pressure to meet targets, fresh licences are also needed to give the industry a shot in the arm every so often. “There’s a lack of patience from retailers to allow new properties to grow and find an audience,” stated Hannah Mungo, head of UK licensing at eOne. “If you allow properties to grow then you’ll be rewarded further down the line. “This was crucial to the success of Peppa Pig in the early years.” Mungo added: “There is
always consumer demand for something fresh and new; it just needs one retailer to stand up and take a risk. Retailers should dedicate space for new properties and drive sales via promotions and brand enhancement initiatives.
Cutouts firm welcomes more Stars
by Samantha Loveday
STAR CUTOUTS is continuing to aggressively grow its range, signing up two new pre-school properties and expanding its Star Warsline. The firm has added a
new collection of characters from Jake and the Neverland Pirates including Jake, Cubby and Izzy. Several fun face masks will also be available shortly. “This is a great new set
‘Support fresh brands’: Hannah Mungo, eOne; Rob Corney, Bulldog Licensing; Tom Roe, CPLG
Licensors are very keen to get involved in this.” Rob Corney, MD of Bulldog Licensing, agreed, saying that cutting back on
‘safe brands’ but fewer SKUs of each, allowing shelf space to open up for divergent properties. This offers consumers
If you allow properties to grow then you’ll be rewarded further down the line. This was crucial to the success of Peppa Pig in the early years. Hannah Mungo, eOne
the number of lines on offer is ultimately a false economy. “A wiser move is to diversify – yes, carry the
something new that might not be available on competitor’s shelves. This approach protects margins
and provides interest to consumers.” However, brands such as Skylandershave been bucking the ‘wait and see’ attitude, said Tom Roe, category manager for toys and games at CPLG. “Obviously the brand is
already a super hot property, which makes is less of a ‘risk’, but this is still encouraging and it must be hoped that the Skylandersexperience will benefit the industry as a whole and help to reinvigorate the retail landscape for new brands,” he told ToyNews.
of characters that have already taken Disney Channel by storm, and a fantastic addition to our range of Disney cutouts,” said Kevin Taylor, sales manager at Star Cutouts. “Following on from this, we are excited to launch a further range from Disney featuring the characters from Brave, including Merida.” The
company has also added a range Peppa Pig cutouts. Star