Firstly, can you tell us the story behind the brand?
Wolfblood is the award-winning fantasy/drama series that centres on two seemingly normal teenagers, Rhydian and Maddy, who live a secret life as Wolfbloods – humans that can turn into wolves. Wolfbloods have razor-sharp senses, combined with speed, strength and agility when in human form, abilities that often prove useful in negotiating the turmoil of teenage life. However this is a secret that Maddy and Rhydian must keep or they could be placed in mortal danger. Alongside their friends Jana, Shannon and Tom, the Wolfbloods must try to negotiate the perils of trying to co-exist with humanity.
How did the brand perform in 2013?
Wolfblood has been a massive hit for the BBC with first runs reaching nearly 1.1m kids aged six to 12 on CBBC. The popular male lead Bobby Lockwood won a Children’s BAFTA for his role as Rhydian and the show has also won an RTS and Banff Rookie Award since its debut. Bulldog first announced the licensing programme behind the brand in early 2014 and has had a huge amount of interest from both licensees and retailers already.
How many licensees does it have to date, and in which categories?
Having only announced the representation agreement for the brand about six weeks ago, we are still finalising deals in a number of areas, but there are already five approved licensees covering soft lines and stationery categories with a further four proposals at a very advanced stage of discussions. Announcements are imminent.
What are some of the best performing products?
With a strong female audience, we think that fashion lines, apparel accessories and stationery will lead for Wolfblood and we are also in advanced discussions with licensees covering publishing, home entertainment and games.
Do you have any special marketing initiatives or promotional activity planned for 2014?
A third series of Wolfblood is in production right now and will air in late 2014 on CBBC. In line with Bulldog’s normal approach of providing very significant support for our brands, we are also planning a wide-reaching programme of trade marketing to ensure all retailers and licensees are fully aware of the scale of the opportunity with one of the UK’s most popular entertainment brands.
What has the reaction from retail been like to the brand?
With such a huge following of Wolfpackers, we have had a great reaction from retail buyers right across the board. Delivering chart-topping ratings with new broadcast confirmed on the UK’s biggest kids’ channel is a compelling commercial proposition, but Wolfblood is also creatively excellent, providing the perfect solution for an industry keen to support brands that will drive appeal amongst a significant audience.
What would you most like to achieve with the brand by the end of 2014?
2014 is set to be a great year for Wolfblood with a significant range of merchandise to launch from autumn onwards. With a huge and passionate audience, we will be using this year to build the foundations for long term, high profile and sustainable presence right across retail channels.