in association with THE MOST INFLUENTIAL BRANDS IN LICENSING
Kirsty Barr, Managing Director, miEvents A WORD FROM OUR SPONSORS
IT DOESN’T seem that many years ago that I first came across the words ‘consumer products’ – or licensing as it’s now more commonly known. My first foray into the world of branded t-shirts, plushes, foiled balloons and CDs came under the guise of the (now iconic) Mr Blobby when I worked on the ratings-winner TV series Noel's House Party; which was also when I first met the very lovely Richard Hollis. That was 1993 and over the subsequent 20 years I have observed with interest the industry grow ten-fold, both in the UK and internationally. Licensing is now considered a key element in business growth planning, building and extending a brand’s life, as well as delivering additional revenue streams. Licensing is not only a major pound or dollar driver for many brands, but interestingly there are those today which began their life purely as a licensed property – think of Moshi compared to Pokémon, which in the early Noughties derived its brand growth from trading cards. Licensing has become an increasingly powerful method of breaking down commercial barriers, enabling commercial partnerships and developing creative connections to consumers: a great example being the LucasArts and Vodafone partnership which evolved at just the right time for both parties.
Licensing touches all five of the human senses: we smell the scent, taste the confectionary and drinks, listen to the songs while watching our favourite characters and playing the latest computer game, or touching screens engaging with a new app.
Licensing is an any time, any place, anywhere industry. As such it is befitting we champion those who lead the way in this vibrant and exciting industry that continues to grow year on year and supports our UK economy. And that's despite economic downturns
licensing agencies. In the past six years we have grown to become a holistic PR consultancy and events business which crosses boundaries and delivers results. Whether we’re creating an edgy consumer campaign for JCB, executing a photo stunt around London for Tatty Puppy, hosting a shopping centre food festival with Simon Rimmer, supporting a store opening in Leamington Spa, working on Christmas PR in the middle of summer or couriering a Zinc scooter direct to the doorstep of Tim Lovejoy, we always deliver our work
2013 has been a great year for
licensing. It’s fitting to champion those brands spearheading a bright future for the industry.
and a continuing change in consumer retail habits. miEvents, and our sister company
miPR, relish the work we do within this industry; it's both engaging and rewarding. Thankfully our clients, the general public and the trade and consumer media, all seem to like what we do ... that must mean we're doing something right. As a combined business we also
work with clients beyond licensing, but invariably link back to the industry; from toy and gift brands to retailers, broadcasters and production companies, creative and
with passion, enthusiasm and a smile. So, it’s with a smile that we’re delighted to be headline sponsor of the inaugural
Licensing.biz Power List. Yes, there are a few non- surprises, but there are also many brands that feature who should be proud of their ranking and deserve the accolade of being associated with this first edition. 2013 has been a great year for licensing; it’s fitting to commend many of the most influential properties and champion those who are spearheading a bright future for this great industry.
in association with >>> For more information contact:
www.mi-pr.co.uk
www.mi-events.co.uk +44 (0)1494 775250
www.licensing.biz 05
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