Children’s Cards
The licensing game Woodmansterne
To celebrate Wally’s 21st birthday in
Martin Carter of Danilo talks us
2009, Woodmansterne has launched
through character licensing for kids
a range of Where’s Wally? cards - the
cards
classic game of ‘hide & seek’ which has
Danilo now has an excellent cross section of kids licenses
entertained both young and old for over
that cater for all retailers.
20 years. The 12 visual puzzle cards
Finding the right license is never simple as there are
feature many weird and wonderful
many factors to consider.
landscapes bursting with colour and
When selecting a new license you are sometimes
humour.
bombarded with all kinds of stats to back the reasons
Price: £1.80 rrp, sized 12x17cm
you should not miss out on the party, but what it really
Also performing well in retail is
comes down to is ‘Will it make a commercially successful
Animal Alphabet - bold and quirky
range of greeting cards for Danilo? There’s no point in
collage animals each celebrating a different letter of the alphabet!
publishing a product that does nothing but advertise a
Price: £1.80 rrp. Size: 12x17cm
brand for the licensor. We have got to be able to produce
Tel: 01923 200630
what the customer and retailer wants. This may sound
Web: www.woodmansterne.com
obvious, but just getting the right license does not mean that
you will be able to create great product. You need a great
style guide and fl exibility to create commercial product.
The key is to be able to react quickly at every level. Even
before you get the license it’s always a good idea to get
The Carte Postale
retailer feedback and fi nd out what other companies have
Strawberries is a trendy new range for kids
signed up to the license, as this can give an indication of it’s
from The Carte Postale.
potential. Timing is also a major factor. This is particularly
The 20 designs designs were launched
important with kids properties as trends are constantly
at Spring Fair and found immediate favour
changing and it takes a combined effort of all involved. You
with buyers, particularly the animal designs.
need to start communicating with retailers ASAP to make
Giftwrap is also available and TCP claims all
sure they are aware of the TV/movie scheduling. However
its ranges all use recycled papers, vegetable
good a program or movie is, if the scheduling is wrong, you
inks and compostable wrappers to make
are on an uphill struggle before you have even designed
them 100% eco-friendly.
the fi rst card. You also have to see what competition is
Price: 90p (£2.50 rrp). Size: 120 x
around before you commit. If there’s a huge blockbuster that
170mm.
will dominate merchandise out at the same time, again it’s
Tel: 0208 299 6138
something that must be considered.
Web: www.thecartepostale.com
It is also important to try and select licenses that
compliment and strengthen your existing ranges, which
should ideally be aimed at a different target audience. You
don’t want to compete against yourself.
Elvin
Some of our most successful ranges are those that
Simon Elvin’s broad range of
combine all of the above factors. From the enchanting ‘In
children’s cards is expanding
The Night Garden’ for pre-school to the ever popular and
with new releases coming
hilarious classic ‘The Simpsons’, appealing both to the
onboard in June as well as
young and young at heart.
new designs available now
In The Night Garden is a wonderfully magical license that has captivated a whole
in wholesale.
generation of pre-schoolers. This along with a very strong merchandise support from other
Cool Kidz is a range of six
companies and retailers has helped create a very strong and successful license. As its
boy and girl designs for
popularity has gone from strength to strength, therefore we have added new formats and
ages 7 through to 16 from
designs to our range. This includes added activities, die cuts and height chart cards.
Elvin’s Spring Everyday
Having only recently acquired The Simpsons license, it certainly came with it’s own
range, which is available
success being the UK’s best-loved comedy TV family. Its humour manages to transcend the
now (Series 14679-14684).
young to the old, from the mischievous behaviour of Bart through to the idiotic humour of
A new range of four
Homer. Our job was to make sure that the designs live up to the success of the show, which
Code 50 designs in
I’m confi dent we have achieved.
ages 1-16 from the Mid
From acquiring the license to getting fi nished product in-store, this journey is certainly
Season range will be
not a straightforward process but if at the end of it all you have a successfully selling card
unveiled in June (Series
range, then all the hard work has been worth it.
15076-15104).
Our ranges for 2009 include: SpongeBob SquarePants, Dr. Who, The Simpsons,
Juvenile badge ages
Transformers, High School Musical, Hannah Montana, Fame, Power Rangers, In The Night
are also on the card for
Garden, Clone Wars, WWE Wrestling, Wallace & Gromit plus all the best from the Premiership
release in June, again for
Football teams.
Code 50 card ages 1-10 (Series 15103-15104)
Tel: 01992 702900
Tel: 01628 526711
Web: www.danilo.com
Web: www.simonelvin.com
34 Greetings Today
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