Half Moon Bay on the mighty power of super hero licenses

Robert Hutchins

By Robert Hutchins

April 10th 2017 at 3:58PM
Half Moon Bay on the mighty power of super hero licenses

As we shine a light the tight-wearing, muscle clad heroes of today, Half Moon Bay's marketing executive, Emily Moores talks Licensing.biz through the strength of its world beating super hero product line-up.

How has business been for Half Moon Bay over the last year?

We’ve had another great year in lots of ways – we launched a few new licenses including Marvel in the latter half of last year and Beauty and the Beast more recently, enjoyed success at multiple trade shows both nationally and internationally and have experimented with new and exciting ways to develop our products.

We’ve just launched some wonderful new products for spring/summer 2017 across multiple licenses which we’re really excited about, and a more contemporary feel is present with design details such as metallic finishes, relief embossing and heat changing elements.

What licenses have performed the best for you over the last year?

All of our licenses are doing well but we’ve really been enjoying the continued positive reception and success of our DC Comics and Marvel licenses.

We use iconic original artwork across a range of great product formats and work with characters that have already established fan bases all over the world. Batman continues to be an evergreen character for us and our new Joker lines have also proved popular this year.

We’ve been especially pleased with how our Wonder Woman range has been performing and we’ve had great feedback on it from both our customers and theirs. We’ve just released lots of wonderful new Wonder Woman products for this year and we’re expecting them to perform well for us too.

Can you talk us through your Super Hero offering, what have been the leading lines and properties for you over the last year?

We’re honoured to work with the two companies that introduced all of our favourite super heroes to the world, DC Comics and Marvel.

Subsequently, our Super Hero offering includes licenses for Superman, Batman and Wonder Woman from DC and some of Marvel’s most popular Heroes; Spider-Man, Thor, Hulk, Captain America and Iron Man. Our customers love our heat changing mugs and glassware and due to the iconic comic-style artwork and logos we can use, these formats work well for these licenses.

The success of lines such as our Cape Towels and Character Aprons for our DC characters show that people love getting involved in that Super Hero feeling and enjoy bringing a little bit of that into their daily lives too.

We’ve also had particularly great success with our range of The Joker products following the release of Suicide Squad last year and are looking forward to lots of great new Super Hero film releases over the next couple of years.

How have you seen demand for Super Hero products grow recently and why do you think this is?

We were really excited to launch our Marvel range as it was actually something our customers were asking for following the success of our licenses with DC.

Product opportunities go hand in hand with box office hit film releases, advanced graphics games and of course classic comic books - with their continued success the demand of officially licensed merchandise also continues to grow.

Super Heroes are great because they still hold the excitement they always have done for children, but adults also get to enjoy that nostalgic feeling too, not only when they’re watching their favourite heroes in action, but also when they get to drink from a mug or write in a notebook adorned with the logo of that hero.

Super Heroes always have and always will be really exciting and we get to make exciting consumer products to match.

What do you think the future holds for Super Hero properties in the licensing space?

We can only imagine that the opportunities for Super Hero licensing will continue to grow as they certainly haven’t shown any signs of slowing down so far.

In particular we’re looking forward to seeing more female superheroes being brought to light. It’s great to see exciting new licensed ranges coming out such as the collaboration between Her Universe and WBCP for a DC-inspired women’s sportswear range and Mattel’s DC Super Hero Girls action dolls from last year.

We’re particularly excited for the new Wonder Woman film coming out soon and have expanded our Wonder Woman range with many fantastic new lines dedicated to the superheroine. Marvel has also been introducing a larger scope of diverse Super Hero characters, which hopefully a lot of comic readers can relate to.