Chapman explains in-house Fifi licensing move

Expansion of key product categories for girls brand being targeted, says firm's director of licensing.
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Chapman Entertainment is getting straight down to business after transferring the licensing for Fifi and the Flowertots in-house, with the firm's director of licensing telling Licensing.biz it is working on a number of new opportunities.

Valerie Fry explained that the natural evolution of Chapman as a company meant that, when the existing Target deal for Fifi came to an end, it had the capabilities and resources to manage both Fifi and Roary itself.

The aim for Fifi now is to maintain its position as one of the top pre-school brands for girls in the UK, with new episodes and fresh brand design.

"After four years in the market, Fifi is an established brand, however there are still opportunities to expand key categories, such as gardening, by way of retail exclusives or direct to retail options, plus the continued addition of new licensees to the programme," explained Fry. "The ongoing management and communication to current licensees is, of course, very important. We also recently implemented a brand refresh with exciting new design themes now in the market."

There are currently 52 UK licensees for Fifi and the Flowertots across a variety of product categories. Gardening, food, home and creative ranges will be key focuses going forward.

"Internationally, we want to continue to focus on appointing strong licensing agents and licensing partners who can really help the Fifi brand grow into a global evergreen property," Fry continued.

"We have a big plan for growth at Chapman Entertainment across Fifi and the Flowertots and Roary the Racing Car, plus we have a number of new properties in development for a range of age groups. These are very exciting times at Chapman."

With Fry heading up the licensing division - with global responsibilities across Fifi and Roary - she was recently joined by Natasha Dyson as UK head of licensing, who is in turn supported by licensing manager Caroline High. Ross Allen and Sam Clapham are in the product development team, while Gitte Watkins reports into both director of marketing Melissa Brown and Fry, responsible for international licensing and brand management.

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