BLE NEW EXHIBITOR SPOTLIGHT: Daisy the Cat

Find out more about the art company and its move into licensing.
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Having found in June that her Poppy the Cat licensed T-shirts were still selling, three years after the deal was signed through online T-shirt company, redmolotov.com, founder of Daisy the Cat (stand D134), Esther Clarke signed up for Brand Licensing Europe.

She says: "The sales were very small but it encouraged me to think through my potential as a publisher/designer and take the opportunity to develop Daisy the Cat."

Clarke founded a greetings card company in 2007, which offered a number of designs including a cat character called Poppy. She explains: "The cards sold very well in independent shops, but the designs were raw and slightly too quirky for mainstream shops.

"I did however win an award in Bristol for Best New Business with BRAVE for the potential and creativity of design."

Since then, Clarke has returned to the drawing board, keeping in mind how popular the cat was because of her social conscience and her way of looking at life.

She furthers: "Poppy became Daisy in June of this year due to Poppy Cat becoming a trademark and so with the new name came a development of the character."

Daisy the Cat will make its debut at BLE, with elements of the old designs but predominantly with new, stronger and more vibrant designs, including a range called Daisy's Rules.

Clarke explains: "I really wanted to give this a go. I know I have something different. I know the thoughts behind the designs are appealing and I have done my market research to ensure that although still quirky and different, they do connect me with people."

The company has clear hopes for the show. "My goal is to make a snail number of licence contracts with exceptional companies who will be able to make the most of the Daisy the Cat brand.

"I would like to give the licensee the freedom to explore their potential with Daisy with the knowledge for me that they are a successful, responsible and forward thinking company."

Clarke is hoping to move the brand into giftware initially. She concludes: "I have many ideas for future designs and explorations for the character."

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