4sight Licensing Solutions was established in 2006 as a subsidiary of 4Kids Entertainment. Its remit was to specialise in the marketing and licensing of design and fashion led brands, geared mainly towards adults, tweens and teens, leaving 4Kids to concentrate on properties more specifically aimed at children.
The plan is working well so far, and has meant that more attention can be given to the Artlist Collection of brands – The Dog, The Cat, The Pig, The Hamster, The Duck and The Rabbit – as well as welcoming into the fold the likes of The Kennel Club and Crufts, plus art and fashion brands Chicaloca, Hokusai Collection and Pachanga by Belén Mena.
“The idea behind 4sight was to create a division within 4Kids that could reach new age groups and extend into new categories,” explains Sandra Vauthier-Cellier, MD EMEA. “We wanted to diversify our brand portfolio with properties that were not TV dependant. The different brands within the portfolio aren’t, therefore, cannibalising others through different positioning across art, corporate, event and fashion.”
The Crufts and The Kennel Club brands, in particular, have recently seen a lot of activity, Vauthier-Cellier continues.
“For Crufts, we’ve recently signed Revel Mob for a new iPhone app and World Editions, which will develop six different types of commemorative stamp editions and medallion editions which will include the image of the winning dog breeds from the competition. We’ve also brought Cream Publishing on board, which is set to release a new Crufts lifestyle magazine.
“For The Kennel Club we’ve just signed three new licensees – Scruffs for dog bedding, accessories and puppy starter packs; Bow Wow Meow for branded pet tags which are engraved with the owners’ contact information; and Country Cards for a broad range of Kennel Club greeting cards.”
Elsewhere, 4sight has signed a deal with Joystick Junkies for a line of exclusive branded Chicaloca t-shirts for women, while the firm is also about to complete new deals for beach towels and flip flops, as well as a cosmetic line.
4sight is actively on the look out for further brands, says Vauthier-Cellier: “We are looking to target and develop brands that appeal to tweens up to adults, but we also want to develop more properties, such as the Artlist Collection brands and Hokusai and Pachanga, that are not linked to TV.
“Over the next year we will be looking to strengthen and develop the brands we already represent, as well as adding exciting and innovative new properties that have the potential for growth. In terms of the next five years, we will be looking to further diversify our brand portfolio to broaden the demographics we target and the categories we work with.”