Innovation and creativity are the key drivers of success in children’s licensed toiletries. We ensure all our products are fun, original and surprising,” explains H&A MD, Angela Hall.
“It is also important to be true to the brands that you work with and strive to encompass their values and essence within the products.”
Hall’s background in buying and marketing in the pharmaceutical and FMCG sectors stood her in good stead when she decided to set up H&A in 1988. Since then, the firm has developed strong relationships with customers, licensors and suppliers in order to build a strong washing and bathing portfolio.
The company’s product portfolio consists of an own-brand children’s range, Bathtime Buddies; a range of adult bath accessories, Bath Essentials and the licensed children’s portfolio.
The licensed range began in 1996 with a deal with the BBC for Mr Blobby sponges. Hall explains: “High profile licence acquisitions in recent years, such as Ben 10, Finding Nemo, 3rd & Bird and Winnie the Pooh, have allowed the company to go from strength to strength.”
Over the next year, H&A plans to continue to expand the licensed portfolio and has a number of key deals in the pipeline.
Hall continues: “We will be continuing to expand our range of children’s licensed products with exciting new brand acquisitions as well as seeking to secure new distribution for our adult bath accessories.”
Once the licences are in place, H&A understands that the right product development is key to a successful range. Hall says: “We take the time to understand our customers’ businesses and their consumers. By matching the needs of both, we ensure we create products which provide good returns to the retailer and a product which consumers love.”
With the product designed and ready to sell, the company works closely with retailers and licensors in order to create the maximum impact for the lines.
Hall comments: “H&A maintains close relationships with the majority of major retailers and has developed those relationships through over 20 years of trading.
“We work in tandem with buyers and category managers to ensure brands are properly planogrammed before reaching store shelves to ensure maximum impact and exposure.
“Our focus is on making sure our products sell themselves off the shelf. We also work closely with licensors to support their efforts to build their brands and properties."