The Elf on the Shelf eyes global expansion as CCA B makes double appointment

Creatively Classic Activities and Books, the company behind the best selling The Elf on the Shelf: A Christmas Traditionthe hit animation An Elf’s Story, and a programme of consumer products, is looking to increase its global footprint with new entertainment content and immersive experiences.

In order to do so, CCA and B has welcomed Michael Champion and Regan Holyroyd to the roles of president and chief administrative officer, respectively.

Together they will work closely with the company’s founders and co-CEOs Christa Pitts and Chanda Bell to fulfil the company’s vision of expansion.

“Mike is the perfect choice to lead the company into our next chapter,” said Pitts. “We are no longer a company whose focus is solely on a book about a magical Scout Elf, but one focused on an entire North Pole universe filled with a cast of characters with endless stories to be told.”

Since joining CCA and B in 2012, Champion has been an active member of the Executive Board and the architect of innovative business and legal strategies that have taken the company from a small, family-owned organisation to a globally recognised IP company.

He has already significantly expanded the company’s global distribution network and has developed a sophisticated framework of legal protection throughout the world. Additionally, he has played a key role in the strategic planning of corporate administrative functions.

“I am thrilled and humbled to be given the opportunity to lead this organisation at such an exciting point in its trajectory and to continue this family-owned company’s legacy,” said Champion. “We want to bring heartwarming stories and family traditions to the world.  I am just honoured to be an integral part of it all.”

In addition to his new responsibilities as president, Champion will continue to directly manage the brand protection teams and maintain the role of Chief Legal Officer.

Meanwhile, Holroyd joined the company in 2012 and most recently served as vice president of Human Resources.

“Regan has built a best-in-class HR function during a period of immense growth,” Pitts, “so, the new CAO role headed by Ms. Holroyd will be essential as we develop programmes and strategic initiatives, which will align the organisation’s resources, policies and business objectives.”

During her time with the company Holroyd has been promoted from within several times. She has been responsible for directing the administrative functions of the business including philanthropy. Most recently, she was tasked with direct oversight of five internal departments and was appointed chairperson for the company’s leadership team.

Martha Stewart welcomed to the 2020 Licensing International Hall of Fame

Licensing International has the named longtime licensing powerhouse, Martha Stewart as the 2020 inductee to the Licensing International Hall of Fame.

Stewart will be honoured at the Licensing International Excellence Awards, taking place May 19th, 2020 at the Mandalay Bay Resort and Casino in Las Vegas, NV in conjunction with Licensing Expo.

Stewart was one of the pioneers of the modern licensing model, beginning with her trailblazing direct-to-retail deal with Kmart in the late ’90s.

Stewart founded the diversified media and merchandising company, Martha Stewart Living Omnimedia, which is owned by brand management firm, Marquee Brands. Over the last two decades her branded products have graced the shelves of top-name retailers such as Macy’s, Staples, Michaels, TJX Companies and QVC.

The business has also expanded to include major e-commerce retailers, Amazon and Wayfair. With a product line that has touched almost every category from fashion to food, paint to pet products, and a wide variety of home goods, Stewart continues to launch innovative, lifestyle-based brand extensions.

Most recently the brand announced plans to develop branded real estate communities in markets around the globe, among many other projects in the housewares, food and beverage, pets, crafts, fashion, garden and travel markets.

“I am very honoured to be inducted into the Licensing International Hall of Fame. I have spent my life’s work creating high-quality, practical, functional, and innovative products at an affordable price to enhance one’s lifestyle and home,” said Martha Stewart.

“I look forward to sharing more of the expertise we have developed over the years and to expanding our product categories and distribution worldwide.”

The Licensing International Hall of Fame is home to the most esteemed global brand licensing executives of the last three decades, individuals like Stewart who have helped to shape this $280.3 billion industry.

Inductees are chosen through a rigorous nomination and review process, with the final selection being made by a vote of the Licensing International Board of Directors, which is comprised of global executives representing all aspects of the brand licensing industry.

Past inductees include Sanrio founder Shintaro Tsuji; Star Wars creator George Lucas; sports business pioneer Mark McCormack; Chairman and CEO of Hasbro Brian Goldner; Walt Disney; Peanuts creator Charles Schulz; and many others.

 “Choosing one individual to recognise from the vast pool of talented, dedicated professionals in this industry is never easy. Martha epitomizes everything this honour represents – her legacy of innovation and constant evolution, which continues to this day, showcases brand building at its best,” said Licensing International president, Maura Regan.

“I look forward to celebrating Martha’s achievements alongside other pioneering work from leaders across our industry at the Licensing Excellence Awards in May.”

“We are beyond proud of Martha for receiving this honour from Licensing International,” said Carolyn D’Angelo, president of the Home Division at Marquee Brands. “She founded an incredible company that has since become a renowned and widely distributed brand, transcending across various media channels, product categories and industries.

“We are excited to continue growing the brand and bringing Martha’s expertise into more homes around the world.”

Acamar Films bolsters team as 2019 rings of success for Bing

While Acamar Films enjoyed quite the successful past 12 months in the public space, with the launch of its new app Bing: Watch, Play, Learn, and the debut of Bing’s Christmas in 106 cinemas across the world, for the UK independent studio, things were just as eventful behind the scenes.
The company has added to its growing stable, welcoming new senior members to the product development and marketing teams.

Paul Keech joined Acamar Films as director of product development. A respected consumer product professional with over 20 years’ experience he has a proven track record of project delivery in global design direction, creative management, style guide creation and product development.

Prior to joining Acamar Films, he was VP of creative services at both DHX Media and HIT Entertainment and director of European Product Development at 20th Century Fox.

Meanwhile, Charlotte Hill has taken on the newly created role of marketing director, leading on Bing’s global marketing and communications strategies. Hill brings with her over 15 years’ experience across content and licensing.

She was previously global brand director at DHX Media and has worked at FremantleMedia Kids & Family, 4Kids Entertainment and Disney amongst other places.

Finally, Ruedilyn Schwegler joined Acamar Films as head of marketing from Warner Bros. where she was key to the global branding, marketing and communications of Harry Potter and the newly created umbrella brand, the Wizarding World.

Schwegler has 11 years’ experience in entertainment marketing and has worked at UKTV, BSkyB and Channel Nine Australia.

Sandra Vauthier-Cellier, chief commercial officer, said: “We are delighted to be welcoming a wealth of experience to Acamar Films to strengthen our senior management team. We are driving forward international expansion in 2020 and are committed to bringing Bing into more homes and hearts.”

Acamar Films bolsters team as 2019 rings of success for Bing

While Acamar Films enjoyed quite the successful past 12 months in the public space, with the launch of its new app Bing: Watch, Play, Learn, and the debut of Bing’s Christmas in 106 cinemas across the world, for the UK independent studio, things were just as eventful behind the scenes.
The company has added to its growing stable, welcoming new senior members to the product development and marketing teams.

Paul Keech joined Acamar Films as director of product development. A respected consumer product professional with over 20 years’ experience he has a proven track record of project delivery in global design direction, creative management, style guide creation and product development.

Prior to joining Acamar Films, he was VP of creative services at both DHX Media and HIT Entertainment and director of European Product Development at 20th Century Fox.

Meanwhile, Charlotte Hill has taken on the newly created role of marketing director, leading on Bing’s global marketing and communications strategies. Hill brings with her over 15 years’ experience across content and licensing.

She was previously global brand director at DHX Media and has worked at FremantleMedia Kids & Family, 4Kids Entertainment and Disney amongst other places.

Finally, Ruedilyn Schwegler joined Acamar Films as head of marketing from Warner Bros. where she was key to the global branding, marketing and communications of Harry Potter and the newly created umbrella brand, the Wizarding World.

Schwegler has 11 years’ experience in entertainment marketing and has worked at UKTV, BSkyB and Channel Nine Australia.

Sandra Vauthier-Cellier, chief commercial officer, said: “We are delighted to be welcoming a wealth of experience to Acamar Films to strengthen our senior management team. We are driving forward international expansion in 2020 and are committed to bringing Bing into more homes and hearts.”

Steve Manners named VP of business development at WildBrain CPLG and WildBrain Spark

WildBrain has appointed Steve Manners to drive a new business development initiative designed to help licensors and content creators reach consumer audiences through YouTube.

In the newly created role, Manners will work with clients to build brand management programmes that leverage the blended expertise of WildBrain’s established consumer products licensing agency, WildBrain CPLG, and its WildBrain Spark network and studio.

According to the firm the initiative reflects WildBrain’s position to “offer a full approach to brand management and monetisation through its expertise in consumer products licensing, content creation, and digital distribution.”

Maarten Weck, EVP and managing director at WildBrain CPLG, said: “We have been working closely with our colleagues at WildBrain Spark as the licensing industry becomes increasingly attuned of the potential of YouTube and other digital platforms for launching, supporting or reinvigorating IP.

“Steve is the ideal person to spearhead business initiatives that help inform and support our clients as they look to navigate the digital landscape, and his new role will help maximise the synergies across our businesses.”

Jon Gisby, managing director at WildBrain Spark, added: “WildBrain Spark’s expertise in digital distribution and content creation can help IP owners and their licensees engage audiences across the world, and maximise the return on their marketing investments.

“With approximately four billion views per month on our YouTube network, we have an abundance of insights and data that can drive consumer products strategies and campaigns. In addition, we assist licensors in creating ‘always on’ content delivery on YouTube to further engage consumers and support brand activity, so it’s a natural step to harmonise our offering for IP owners.

“Steve’s experience and relationships in the licensing world will enable us to enhance our services and forge expanded and new partnerships.”

As VP, business development WildBrain CPLG and WildBrain Spark, Manners will report to Weck and Gisby. He boasts nearly 30 years’ experience in consumer products. Since 2010, he has been a key member of the management team that has seen WildBrain CPLG become one of the world’s top consumer products licensing agencies.

Manners has played an integral role at the agency in overseeing the successful programmes of key licensors and also securing new representation. Prior to CPLG, he held senior positions at 20th Century Fox, Universal and Beanstalk.

Manners added: “There is a huge opportunity for IP owners in harnessing the expertise, tools and reach of both WildBrain CPLG and WildBrain Spark – it’s a very exciting time to be at the forefront of this bold new world.

“We are uniquely positioned to offer combined expertise and services that benefit those coming from the AVOD-first space to consumer products, as well as those licensors looking to leverage YouTube as a tool.”

The Point. 1888 expands leadership team as it readies for 2020 growth

The Point.1888 is roaring in 2020 with an expanded senior leadership team to meet its five-year expansion plan.

 Following a successful 2019, in which four new clients were signed, the brand licensing agency has created two new roles within its leadership team – Head of Retail and Head of Business Development.

 Hannah Stevens, previously The Point.1888’s senior commercial manager, has taken the role of Head of Retail, following another outstanding year in the business. The newly created role has been pegged as ‘vital for The Point. 1888’s continued growth,’ who now has 68 active accounts on the books.

Having spent two years at the agency, and recently winning the company’s coveted Joseph Miller Human of Year award, Hannah was the first choice for this new role and will continue to work closely with Commercial Director Bethan Garton to push the business into the “roaring 20’s” with a bang.

 Speaking about Hannah’s promotion, Garton said: “Hannah has had the most amazing year and without a doubt has made the biggest impact to The Point.1888 throughout 2019. Her tireless energy, incredible capacity and impact on our culture and purpose have made this promotion to Head of Retail a must as our business steps into its next phase.

“With our team growing and restructuring once again, we are all ready for what the future holds and with Hannah and I leading this department, we know that the possibilities are endless and we are so excited to share it all with her.”

 Meanwhile, taking the agency’s role of Head of Business Development is Martin McLaughlin, who joined The Point.1888 last June.

 Having previously delivered communications, advertising and brand partnership planning for superbrands such as T-Mobile, Cadbury, Amazon, Warner Music and Ford among others, he spent the last seven months growing The Point.1888’s book of FMCG and Publishing clients as well as using his expertise supporting its Marketing & Creative division.

 In his new role, he’ll be focusing on brand recruitment, international expansion and special projects as well as managing the publishing category. He will also head up the rapidly growing consultancy division which has big plans for the year ahead.

 Garton added: “Martin joined our team last summer and in such a short space of time has had a huge impact on the business. His creativity and ability to deliver a compelling brand narrative is phenomenal and I am very proud to have Martin in my team and heading up all that comes under the Business Development umbrella.”

 The Point.1888 Director and Founder, Will Stewart, said: “It’s a huge honour and privilege for me to be leading such a talented team of professionals. 2020 is going to be even more exciting for us with these additions to my senior team and just what they are bringing to the business on a daily basis, and the changes they are making to both our existing clients and the many new brands we are working with as we enter what will be the biggest year yet for The Point.1888.”

Interview: Soula Zavacopoulos of The London Studio talks originality in the greetings cards space

Soula Zavacopoulos is an award-winning artist and designer and founder of The London Studio, a specialist in the greetings cards category, and a growing name in the wider design-led licensing community, thanks to an ever-expanding portfolio led by Blonde Sheep Licensing.

Kicking off Licensing.biz’s 2020 coverage, we chat with Zavacopoulos about the importance of originality in a sector increasingly fraught with ‘copycats’, the ongoing battle for shelf space at retail, and how licensing is helping to cast designers and artists into the spotlight.

Hello Soula, it’s an interesting portfolio you have to your name at The London Studio, can you talk us through your style?

My work is very varied, I don’t have one style like many creatives, instead I develop very different properties ranging from inspirational, wellbeing ranges to quirky humour properties. I also like to develop ranges that are unusual and have not been seen before in the market – like my secret message range, For Your Eyes Only. I really love coming up with new ideas that are different to what’s already out there and I get a buzz out of seeing the surprise and delight in people’s faces.

Could you give us a bit of background as to what you do and deliver to the greetings cards sector and the wider design space?

My background is in graphic design and advertising. My clients were big blue-chips and it helped me develop my ability to work many different styles, observe what the needs of the market are and analyse data to enable me to produce work that was most likely to be successful. The results of my work were always measured and I always analysed the data to help me develop even more effective and commercially successful products. It’s meant that the work I create serves a purpose and fills a retail need, rather than just being “nice design” so it’s more commercially successful in the market.

Soon after setting up my design company, The London Studio, I was lucky enough to be featured in the national press and my work attracted a number of celebrity fans and support including international popstars Boy George, Dannii Minogue, and Peter Andre, supermodel Caprice, as well as BBC Dragon and retail magnate Theo Paphitis. I was honoured when I won his SBS Award and he even provided a testimonial for the cover of my first book.

I went on to win a number of other awards, from retail awards, to design awards and industry awards such as The Gift of The Year Award. This helped my work gain recognition and my design studio became ranked in the top 20 most creative & innovative businesses in the UK and named one of the UK’s Top 100 Businesses in the Smarta100 Awards.

I started publishing my own greeting cards, together with licensing properties into other categories such as gifting and tableware. Through my own publishing company and through licensing I supplied some of the biggest names in retail, from high end stores Harrods, Selfridges and Harvey Nichols, to grocers including Tesco, Waitrose, ASDA & Sainsburys, as well as high street chains, including Urban Outfitters, Marks & Spencer, Paperchase, Waterstones & WHSmith.

I have been lucky enough to have my work displayed at museums and galleries including the Design Museum in London, and I was headhunted by the Licensing Committee for the London 2012 Olympic Games.

Can you talk us through the past 12 months within licensing for you? What kind of reception have you had? 

I license my greeting card designs to publishers including Woodmansterne, Pigment Productions, Emotional Rescue, Ling and Paperlink. I work with many as each of my ranges is very different in style and genre; they are each aimed at different markets and different audiences, so depending on the range, they’re supplied across the whole retail spectrum.

With Blonde Sheep Licensing I am growing the core licensing business across more key categories including social stationery, gifts, books tableware, homeware and apparel. I’ve had a lot of success with my quirky or humorous ranges, which have won awards and been featured in the national press. One such property that is gaining a lot of traction at the moment is For Your Eyes Only.

It’s a funny and naughty range that incorporates a hidden secret message that is revealed either by special magic glasses or by heat changing ink (depending on the product). The range started life as a greeting card range which smashed sales targets and sold out. With two years of proven commercial success as cards under its belt, For Your Eyes Only was licensed into a gift book and released by Summersdale Publishers (part of Hachette).

The range is also being developed into gifts by Widdop & Co and include mugs where the hidden message is revealed when hot water is poured into the mug, or sequinned cushions where the funny secret message is revealed by brushing the sequins in the other direction.

In stark contrast in style to For Your Eyes Only is my wellbeing property: Dream Big! This too is gaining traction in the licensing arena, yet instead of its focus being humour, this range focusses on the ever growing trend for mindfulness and wellbeing.

It uses a combination of contemporary illustration combined with motivational quotes to inspire us to live life to the full. The language is uplifting, inspiring and positive, to make people feel happy and inspired to live our best life.

Dream Big! has just been shortlisted in the Gift of the Year Award 2020 – the Diary and Happiness Planner wowed the judges and is part of a social stationery collection of Dream Big! products licensed to and published by BrownTrout Publishers.

What is the current health of the greetings cards market? What have been some of the biggest challenges in the space and how are you utilising your brand to overcome these?

One of the biggest challenges at the moment is how the high street has been suffering in today’s challenging market and therefore retail buyers are not buying as much as they once did; they are also hesitant to take risks on properties that are not as well known.

The way I overcome this is by providing data to the retailers – namely, I test my designs before approaching retailers and I use the subsequent sales data to determine which designs are the top sellers and which we might drop, to ensure that I have a commercially successful range before launching it to retailers.

This pre-testing stage gives the retailer the safest possible offering, rather than them having to take a punt and see if the public buy.

And what does The London Studio bring to the space?

I would say originality. There is a lot of copying going on in the industry, but I try to counter that by thinking up original ideas and looking at where there are gaps in the market that I can fill to bring out commercially successful ranges.

My background of analysing data to help build successful products and campaigns is also useful, as I use this in my work, along with the testing I mentioned, to launch ranges that do well.

I have a lot of different ranges and new ideas, so as the market changes, so too do my designs and ideas. I try to keep ahead of the trends and forecast what people may want – I guessed the wellbeing trend well before it even became a trend for example.

What are you setting out to achieve in the licensing space? Why is this an important sector for The London Studio?

Licensing is important as it’s a way to expand my ranges and reach more people, sharing humour and wellbeing through the different ranges.  I don’t have the time or expertise to handle everything by myself, so I appointed Blonde Sheep Licensing as my agent to handle licensing outside of greeting cards.   

I changed my greeting cards business model four years ago from publishing to licensing as I wanted to concentrate on what I enjoyed most – namely, focus on my art and design work, coming up with ideas for new properties, brands and ranges. So licensing is incredibly important to me, as it is how I now get these ranges to market.

What does the coming year have in store for The London Studio?

Through my agent, Blonde Sheep Licensing, we plan to develop Dream Big! further – the wellbeing movement is growing, and this is a strong range that will help people. I love the idea of doing something positive through my work and making a difference, so I will work hard on Dream Big! as it’s set to help people.

We will also will expand on my humour ranges. I feel honoured that my work in humour has been well received, not just with awards but it is regularly featured in the national press and on television, including the BBC, ITV’s This Morning, The Times, The Guardian, The London Evening Standard, The Sun, The Independent on Sunday, At Home magazine, Stylist and OK Magazine. Humour is an area that is growing in retail as well, so it’s definitely a focus for me in the coming year.

I’m also working on some new book ideas – again, with a humour focus, and also growing my wellness and inspiration range, Dream Big! to help people live happier lives.