Myne Cards is to take a leaf out of Funko’s book with its approach to licensing, with plans to ‘provide a license for everyone,’ for its innovative range of contactless card protectors.
The outfit burst onto the scene in 2017, when it secured it first slate of licensing agreements with partners in the art space, which includes the likes of Beryl Cook. The company’s approach was later supplemented with partnerships with To Home from London and Dominique Vari.
This week has seen the contactless card protectors manufacturer secure its first partnership in the entertainment space, celebrating 30 years of Wallace & Gromit in a licensing deal with Aardman Animation.
A major coup for Keith Milburn, co-founder of Myne Cards, who is a self-confessed Wallace & Gromit nerd, the deal has helped the firm set a new agenda for its business and its mission statement that it now ‘wants there to be a Myne Card for everyone.’
“Whether a travel, arts, pop culture, or sports fan, we want there to be a Myne Card for everyone,” Milburn tells Licensing.biz. “We are interested in working with licensors that can support us in reaching new audiences and testing markets.”
In just a matter of months, the Myne Cards outfit is planning to launch its first Kickstarter campaign to build a fanbase and test the waters for a raft of licenses. The move was inspired by a Licensing U presentation at Licensing Expo this year.
It’s indicative of Milburn’s approach to the industry that, as a relative newcomer to the space, highlights an intrigue and excitement to look at new and interesting approaches. It’s perhaps this that has seen Milburn and the Myne Cards business seek some level of mentorship in Start Licensing’s Ian Downes, who was instrumental in helping Milburn secure the new deal with Aardman Animation.
“We worked with Start Licensing to test the market before signing a licensing agreement, which helped keep costs down,” continues Milburn. “We took some initial designs to Spring Fair and talked directly with buyers.
“We gained valuable insight and confirmed that Wallace & Gromit are a popular license to use – plus the timing is great as it is Wallace & Gromit’s 30th anniversary ‘30 cracking years’ and we will benefit from that.”
In just a short while, Myne Cards has demonstrated an eye for spotting the ‘right license for the right audience,’ and tapping into its older adult audience with partnerships with The National Trust and Beryl Cook.
“At 30 years old, Wallace & Gromit easily fits into that category of customers,” adds Milburn. “But we are broadening our range to attract customers of all age groups, hence Dom Vari, Howard Robinson, To Home from London, all of which have a place in our roster – with a few more licenses to come.”