New developments
Lemongrass -
Small Squares
Traditionally
Maddicott has
offered the same
design in two
sizes: a 140mm
square and a
smaller 100mm
square. Although
not every design
will be offered in
a small format,
a range of 15
Creative challenges
Lemongrass
small square
Creative director, Bev Cunningham tells us
Room for some updating
designs
how she got to grips with the ‘Maddicot Look’ is being
“One of the things that attracted us to
“When the deal for Clare Maddicott was launched in
Maddicott was that the company had such
done we soon realised that although the April. These
a strong and individual look; not something
collection had a strong and individual look and will not be
you can instantly create overnight. We were,
contained a number of good selling designs, direct replicas
and still are, mindful to nurture that look and
there were some elements that just weren’t of the larger
not to tinker too much with what makes the
selling in any volume. We thought there were squares scaled
company’s products popular but we also felt
just too many designs available making it not down, but
that there was scope to update and move the
only diffi cult for the agents to show customers re-designed to
‘look’ on.
the full collection but also for customers to suit the smaller
“We briefed existing and long-term
identify the key designs. format and
Maddicott artist Linda Edwards to create a
“We therefore discontinued a number of intended to be
new range based on a design from the existing
designs and in some cases chopped out a purchase in their own right.
Flower Power range.
whole ranges.”
“The resulting Lemongrass collection,
Getaways
Great kids’ cards but no
which uses a combination of illustration and
The popular Mini Breaks range inherited from Maddicot is based
children’s range
photographic elements has a ‘Maddicott look’,
around getting away from it all. Now an offshoot range called
particularly in its use of bold colour, but it is still
“We also realised that although Maddicot had
Getaways is being launched in May featuring iconic leisure
quite a departure for the company. Thankfully it
a large number of strong children’s designs,
‘hideaways’ and modes of travel, from a pitched tent, to a
appears to have gone down very well with UK
these were not being marketed as such and
garden shed
and export customers alike.”
in fact the company didn’t have a stand alone
Getaways through to
range of ‘children’s’ greeting cards at all.
Lack of strong occasion cards
the proverbial
“So we created a children’s range called
camper van
“Occasion cards are an important part of our
“Piece of Cake”, which incorporated designs
and even an
business at Abacus so we were surprised to
based on the existing best sellers. We also
ice cream
discover that occasions only constituted a
added age cards 1 to 10 for both boys and
van.
small proportion of the Maddicott offering and
girls (previously Maddicott had only offered
The
that some major titles were not covered at all!
unisex age cards for ages 1 to 6).”
designs
For example, ‘With Sympathy’ and ‘Thinking
are not as
Hidden Gem
of You’ are just two titles that we do very well
detailed
with on Abacus.
as the
“With Maddicott we acquired the licence for
“So it made sense to add 24 new
Mini Break
Harold’s Planet, which is a fantastic upbeat
occasions into the range and cover titles
cards but
character created by Lisa Swerling & Ralph
previously not represented.”
the subject
Lasar. Although selling well in the
matter in
likes of certain multiples, the Harold’s
Mini Breaks
Getaways is
Planet range hadn’t been updated
presented
for a while and had very little
large and
exposure in the independent sector.
boldly
Working closely with Lisa & Ralph
against
we created 42 new designs for the
simple
range, many of which were based
fl ittered
on more topical subjects bringing
backgrounds
the sentiment of Harold bang up to
to evoke
date and relevant to consumers.
feelings of
“We’re now working hard
happiness
to spread the word and share
and good
the success of this popular little
times.
character with independent
retailers.”
Greetings Today 27
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