MY LIFE IN LICENSING: Andy Oddie - Licensing.biz

MY LIFE IN LICENSING: Andy Oddie

The MD of Underground Toys tells Licensing.biz about his 13 years in the industry...
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Time spent in licensing industry?
13 years.

First job in licensing?
Working for a catalogue company after leaving university selling Star Trek and X Files merchandise.

What were your responsibilities?
Product sourcing primarily

Current job in licensing?

Managing director of Underground Toys. I also sit on the board of Forbidden Planet International and Forbidden Planet llc.

What are your current responsibilities?
I oversee licence acquisition and manufacturing of all of our items.

What is your greatest achievement so far?

Expanding into manufacturing from what was a distribution-only base in the nineties.

What licence would you most like to have in your portfolio?

Star Wars (and we do at the moment).

What is the best licence you have worked on in your career and why?
Family Guy because of its appeal to a totally fresh audience and one that very few properties are able to reach successfully.

If you could choose your dream job in licensing, what would it be and why?
It sounds corny but I enjoy what I do. I am 100 per cent happy.

What’s the best thing about working in the licensing industry?
There is always an opportunity someone else has not thought of. This has its dangers, though as if you look too hard for those and get carried away with a new concept you can lose a lot of money.

What is your most embarrassing moment so far?
My cat peed in a customers bag (cat was in the office after operation)

What would you most like to change about the licensing business?

Lower royalty rates and contracts that UK licensor subsidiaries have more freedom to negotiate on.

What’s the best licensing industry trade show you’ve ever been to and why?
NY licensing

Tell us a secret about someone you know in the industry.
I can’t tell you the exact person but I do know someone very well who thought he spent the night with two willing [single] girls... and the next day their pimp was stood in front of him wearing his £2000 watch demanding £600 or no watch back.

Which do you prefer: working in retail or distribution?
Distribution.

If you weren't working in licensing, what would you be doing?
Property development.

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