in association with THE MOST INFLUENTIAL BRANDS IN LICENSING
FROM PEPPA PIG TO LEVI ROOTS ... THE VOTES ARE IN
FIVE YEARS ago, when we introduced
Licensing.biz to the business, it was, in all honesty a bit of a gamble. To start with, it was our parent company’s first online-only brand and we swiftly learned that it needs a different approach to print. And it was also a first for the licensing industry. Their interaction with trade media had been pretty limited to quarterly titles which just came out around trade shows and a US-based publication which mainly focused on the domestic market. Right from the start, we wanted the industry to know that
Licensing.biz was ‘their’ site and would support the business all year round. At its heart, it would be news- focused, but would also offer analysis, opinion, profiles and interviews. Crucially, contributions from anyone in the business were welcomed. However, there can often be a fear of something different, and the site could have
This isn’t just about looking back. It’s also about highlighting those brands to watch and
showcasing those which licensees may not have considered working with before.
crashed and burned within the first six months. But it didn’t.
Licensing.biz now attracts an average audience of 31,000 unique visitors each month from across the globe, and 22,000 receive our breaking daily emails. It changed what the licensing industry expects from its news media. Myself and the team are incredibly grateful to those companies which took a chance and backed
Licensing.biz from the beginning, and to those who continue to support us now. The
Licensing.biz Power Listis our first foray into the world of print and a natural extension for the brand. Voted for by a panel of independent judges (all licensors and agencies were barred from voting for their own brands to keep the list as fair as possible), it is a reflection of the properties which the industry itself believes have made the most impact over the past 12 months. Split into four areas – Character & Entertainment, Brands, Art & Design and Sports – some of the properties which have made it are obvious. Peppa Pig, Angry Birds, Skylanders, One Direction, Hello Kitty, London 2012 Olympic Games, V&A and LEGO are all in there, as you would expect. But so too are some slightly more under the radar brands and those which are just starting out on their licensing path. The Brands and Art & Design sectors, in particular, threw up gems including Fatina Dreams, Rob Ryan, Keith Haring, The Bright Side, Jelly Belly, Marmite, Walls, Tango and Levi Roots. It’s not just about looking back though, and rewarding those
brands which have performed well (although this kind of recognition is always nice for any company). The
Licensing.biz Power Listis also about highlighting those brands to watch and showcasing those which licensees may not have considered working with before. I would like to offer my thanks to all the judges who kindly gave up their time to vote, and to all those who helped in other ways (you know who you are). Many thanks also go to our fantastic headline sponsor miEvents, as well as our gold partners MyBrandEmail and Counterpoint Systems. But most of all, I would like to congratulate those brands – and the companies which
represent them –which made it into the inaugural
Licensing.biz Power List. Licensing is a vibrant, fun, fast paced and eclectic industry – and we love being its voice. Here’s to the next five years and whatever they bring.
Samantha Loveday
Samantha.Loveday@intentmedia.co.uk
www.licensing.biz
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