The key to success in licensing lies with good product innovation that will help you stand out with parents and kids, according to Nickelodeon UK’s new VP of consumer products Clare Piggott.
Piggot told Licensing.biz that while the market at the moment is very competitive, there is room for the best properties to succeed. Nick UK is still enjoying year-on-year growth and Piggott’s aim for 2008 is to maintain Dora the Explorer, build SpongeBob Squarepants even further and develop Go Diego Go into a core boys brand for three to six year olds.
Dora the Explorer is Nickelodeon’s biggest success in the UK, with the lead categories in licensed product being toys and apparel. It currently has around 90 licensees, while SpongeBob Squarepants has slightly under that.
And while there’s no secret formula for creating a successful licensing and merchandising programme around a kids’ property, Piggott says that the quality of the broadcast platform and also the timing can be very important.
“Strong consumer products also help, especially if they can be spun out of the show. As well as good products you also need strong partners and broad retail support, and we have been very fortunate in that respect.”
To read the full interview with Clare Piggott, click here.