in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: CHARACTER/ENTERTAINMENT >>>HELLO KITTY 2 Brand Owner: Sanrio


Cute and adorable, Hello Kitty has a massive following of all ages and, like Madonna, the property is consistently reinvented with great success. Judges praised the team at Fluid World


for the creative delivery of a multi-tiered licensing programme, proving that properties with modern classic status can be exercised across all levels of retail, co-branding and collaboration. Recent tie ups with M&S, DC Comics Super Heroes and Mr Men, to name a few, continue to illustrate the appeal of the brand to all demographics. One of the keys to success for the


brand is that it manages to work with high-end companies at high price points all the way through to the important pocket money end of the market.


>>>MOSHI MONSTERS 3 Brand Owner: Mind Candy


In what must be one of the largest licensing programmes currently in the market, Mind Candy has succeeded in getting Moshi pretty much everywhere. With a depth of distribution across multiple categories and with a unisex appeal across all ages, Moshi Monsters has proved that you don’t need to have a major TV show to create an impact in the consumer products space. Having the charismatic Michael Acton Smith at the helm has helped, but the whole team has a reputation in the business for being friendly, enthusastic and fun. Moshi is the benchmark for what can be achieved with a good idea, hard work and a bit of luck thrown in. One judge simply called it “a dream


for UK retail”. 10 www.licensing.biz


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