Sweet Connexion was established in April 2012 by Carl Richardson.
Richardson’s first experiences with licensing were as a licensee back in the late 1990s as marketing director of Mr Lucky Bags, a company that had reinvented kids surprise bags. He established a strong platform of licences from a wide variety of licensors.
“Before GPS there isn’t a part of London I haven’t been lost in," Richardson begins. "When I eventually found out where I was going, I remember getting a real buzz out of licensing; it really interested me, the industry was exciting and although lots has changed the buzz and excitement remains."
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