Lifestyle brand Lindy Smith goes global -

Lifestyle brand Lindy Smith goes global

JELC appointed to roll out comprehensive style guide for new lifestyle brand.
Publish date:
Social count:

International author and renowned sugar craft artist, Lindy Smith is the focus of a global licensing campaign for a new lifestyle brand.

And JELC has been appointed to build awareness and roll out a licensing strategy for the Lindy smith brand, using Smith's distinctive patterns and palettes as the basis of a comprehensive style guide.

Working alongside Minnow Creative, Smith has already put together a collection of colours, icons, prints and finishes to generate a range of fresh products.

The brand is already reporting strong licensee interest and to meet the growing demand for more information, Lindy Smith will be attending Brand Licensing Europe in October to meet potential licensees and demonstrate her design skills.

Lindy smith said: "When my love of sugar craft and cake decorating became a successful business I dreamed that the cake and cookie designs I so enjoyed creating could in their turn inspire the designs of kitchen tools and textiles and many other items associated with cakes.

"Now thanks to Minnow Creative and JELC, that dream is becoming a reality."

Jane Evans, joint managing director, JELC, added: "The vision for Lindy Smith is to create a leading British lifestyle brand with products in key categories worldwide - and, thanks to her highly distinctive style and the enormous global awareness of her name and work this campaign is off to a great start.

"We are thrilled to be working with a true British design classic on a campaign that is already proving highly attractive to prospective licensees."

Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Daily Digest and Newsflash services. You can also follow on Twitter and Facebook.



Smith & Brooks

Smith & Brooks has been supplying apparel to the High Street for almost 25 years, with its core business in the licensed children's clothing sector.

Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Executive

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.