The Finalists of the Licensing Deal of the Year award cover an eclectic mix of products and brands – from bespoke men’s clothing, to super heroes, to baking queens, Turtle-branded pizzas, kids’ gardening kits and to a Time Lord.
Find out who will take home the award by joining us at Sway Bar, Holborn on Thursday April 30th.
Mr Porter/Kingsman bespoke clothing collection
Online retailer Mr. Porter teamed up with Matthew Vaughn, the director of Kingsman: The Secret Service, to launch a line of suits and men's accessories inspired by the film.
Based on the costume designs of Arianne Phillips, which were inspired by a ‘classic British gentleman's wardrobe’, the 60-piece collection features a range of tailored suits, shirts and accessories such as eyewear, watches, footwear, pocket squares, briefcases and even umbrellas.
The list of licensees for the line is a veritable ‘Who's Who’ of British heritage brands including Bremont, George Cleverley, Cutler & Gross, Adeney Brigg, Drake's and Turnbull & Asser.
Mr. Porter launched the collection at a one-day pop-up event on London's Savile Row in January and the line is now available via the Mr. Porter website.
Tesco/Disney/Sony – Every Little Hero Helps campaign
With the launch of the ‘Every Little Hero Helps’ campaign, Tesco took Spider-Man to market across a multitude of different commercial categories and buying teams with a merchandised promotional bay in over 300 stores across toys, clothing, stationery, DVD, video games, books and bedding.
The initiative included the development of an app via the Tesco Discover App site, allowing customers access to exclusive gaming content designed exclusively for Tesco. Customers could unleash various Spider-Man stills allowing photo opportunities which could be shared on social media.
Tesco worked with Disney to develop a bespoke TV ad – shot in-store – to drive awareness of our offer, and the Spider-Man licence. A fully-branded Spider-Man ‘Bag for Life was also introduced during the promotional period.
To continue this campaign and delivery throughout the year, Tesco also brought back a cross category retail execution across general merchandise to support the Home Entertainment release. This was supported with a free action figure toy worth £9.99.
Poundland - Jane Asher’s Kitchen line
While the combination of Jane Asher and Poundland surprised a few people, the success of the range is undeniable.
Starting with 50 items with the intention of providing everything you need to bake a cake (with every item £1), the sales were amongst the best Poundland had ever seen. As a result the range has been expanded to 100 items including food and non-food in a range of beautiful colours and no compromise on quality.
Jane Asher herself has had a very high level of involvement in the design of each item and has tested everyone, adding hints and recipes to all the packaging. It is in every Poundland store and the partnership is being developed further through in-line and social media.
Nickelodeon/O’Keefe’s Bakery – Teenage Mutant Ninja Turtles pizza
In 2014, Nickelodeon and O’Keefes Bakery joined forces to bring to life one of the most iconic elements of the Teenage Mutant Ninja Turtles brand - the pizza – with a ‘Make-At-Home Ninja Pizza’ kit.
The brand new product acted as the perfect complement to O’Keefe’s existing range of ‘Make-at-Home’ pizza kits, where there is everything you need within one box to make the ultimate pizza. Aimed originally at adults, the extension of the product offering to children, coupled with the excitement surrounding the Teenage Mutant Ninja Turtle brand for its core target market, created the perfect licensing opportunity.
Bulldog/The Conservation Volunteers - Mr Bloom’s Nursery gardening range
The Conservation Volunteers signed an agreement with Bulldog to take the hit pre-school brand Mr Bloom's Nursery to market in the gardening sector.
The brand features an allotment owner who teaches kids about plants and food from his colourful, interactive potting shed.
The product range, developed by The Conservation Volunters is perfect for both its brand-relationship and the innovation in design, developing tools, which are ergonomically created for little hands and grow boxes to enable kids to easily grow vegetables.
Launching the product range at this year's Spring Fair, TCV went the extra mile in their product display, even dragging two tractor tyres across the NEC to build up a scene. With a full range covering bird and bug boxes, gardening equipment, aprons and gloves and the seed packs themselves, retail reaction to the product has been incredibly strong and Bulldog is now in advanced discussions for retail activations across a number of key national accounts.
BBC/LEGO – LEGO Doctor Who
Following a successful campaign launched via the crowdsourcing page, LEGO Ideas, the construction toy giant earlier this year revealed that it will now be producing a LEGO Doctor Who set.
The Doctor Who concept, designed by Andrew Clark, received the 10,000 votes requisite for The LEGO Group to consider it for production.
Now, a licensing agreement between BBC Worldwide and The LEGO Group will see the new set available in all of The LEGO Group’s key markets before the end of the year.
Clark’s initial idea featured a range of Doctors, companions and monsters across the show’s history. However fans will have to wait until later this year to find out what will be included in the upcoming set.
The Licensing.biz People Awards take place on Thursday April 30th at Sway Bar, London.