From Marmite Easter Eggs through to lightsabre BBQ tongs, we profile the finalists in our Brand Extension & Beyond category.


Marmite Easter Eggs, Beano-themed restaurants, The Snowman and Snowdog, Tango shower gel, light sabre BBQ tongs, Spongebob Squarepants cycling gear and 50 Shades of Grey ‘toys’. What do they have in common? They’re all Finalists in the Brand Extension & Beyond category of the People Awards.

Find out who will take home the award by joining us at Sway Bar, Holborn on Thursday April 30th.

Marmite Easter Eggs – Unilever/Kinnerton

Unilever UK has once again teamed up with Kinnerton, Britain’s largest independent manufacturer of chocolate and novelty confectionery, to introduce the new and innovative Easter egg to their range.

Tapping into the Easter market, which has grown 14.3 per cent (£45m) and is worth a massive £365m, iconic British brand Marmite launched in a chocolate Easter egg format for the first time to bring fun, excitement and drive interest in Easter fixtures.

Yes, the Easter egg combines Marmite with chocolate… so you you will either love it or hate it.

The Beano at Brewer’s Fayre – Start Licensing/DC Thomson

The deal encompasses Brewer’s Fayre’s 140 restaurants which have used The Beano to theme their Children’s & Family dining offer.

Specifically this has meant branded menus with character art and dishes given a Beano theming; signage throughout the restaurants; a free Beano Activity Comic for each child; a free Activity Sheet for each child; posters and banners outside restaurants; inclusion of The Beano branding and activity in emails to over 400,000 customers who are part of the Brewer’s Fayre loyalty scheme; dedicated part of Brewer’s Fayre website given over to and themed with The Beano; Brewer’s Fayre are also upgrading their Soft Play areas to be themed completely with The Beano and The Beano characters.

In addition there have been a number of specially produced Beanos created for Brewer’s Fayre. Each restaurant also offers Beano themed children’s parties which include partyware and invitations. This has involved Beano licensee Neviti. A Beano cake is offered to party users as a pre -rdered ‘extra’ for the birthday party.

Other activity has included PR , competitions , character visits and licensee promotions. The activity has led to party bookings increasing, children’s meal sales up and more.

The Snowman and The Snowdog Trafford Centre Grotto – Penguin Ventures

“Christmas wouldn’t be Christmas without The Snowman,” pointed out the team behind this project, but the team wanted to bring everyone’s family favourite Christmas character to life in a whole new way for 2014.

Working in partnership with the Intu Trafford Centre, Penguin Ventures collaborated with multiple stakeholders to bring to life a grotto experience and retail centre entertainment concept in the North West of England with a focus around the Trafford Centre itself.

The venture was supported by a marketing campaign which included a bespoke gift wrapping service branded with The Snowman and The Snowdog; 50,000 limited edition The Snowman and The Snowdog branded gift cards; licensed product retailer engagement across Waterstones, WH Smith, Boots, John Lewis, Marks and Spencer and Thorntons; 25,000 The Snowman and The Snowdog branded centre gift guides; engagement from major on-site retailer, Selfridges, whose annual ice-rink was also The Snowman and The Snowdog branded.

The grotto attracted visitors from all over the North West and beyond including visitors from Japan, China, the USA, Russia, Germany and Hungary which saw over 43,000 people through the doors in a seven and a half week period and delivering a 9.67 per cent increase on visitors on 2013.

Tango branded products – Start Licensing

Start Licensing took this classic soft drink and created a range of Tango branded and flavoured products that includes shower gels, lip balms, bath foam, hand wash, car air fresheners, Jaffa Cake biscuits, spray candy, ice pops, popping candy, liquorice and bon bons.

All product is on brand in terms of consumer appeal, targeting, product taste and flavour. And the programme has included embracing some real cutting edge products and ideas – for example Tango Shower Gels which have now sold over two million units. Also, using the Blue Raspberry flavour used solely in cinemas for ‘slush ice’ products to create a distinct confectionery range – including Blue Ball bon bons.

The licensed products have been integrated into the core brand’s activities and have helped create noise’ for a brand that is known as an irreverent brand that likes to take risks.

Licensed products are now worth over £ 6 million at retail.

Fifty Shades of Grey sex toys – Lovehoney/Caroline Mickler Ltd

Lovehoney, a UK online firm specialising in sex toys, lingerie and erotic gifts, saw profits triple thanks to its official Fifty Shades of Grey collection.

One of only 15 companies to have secured a licensing deal for the Fifty Shades property, Lovehoney – working with Caroline Mickler – launched a Fifty Shades of Grey sex toy collection spanning handcuffs, spanking cream, pleasure balls and even a Christian Grey tie back in 2012. It became one of the fastest-selling adult product lines in Europe and helped Lovehoney triple its profits.

Since launching in the US, Lovehoney claims its official Fifty Shades collection has sold an estimated 1.2 million units worldwide.

Other product categories covered in the Fifty Shades of Grey licensing programme include jewellery, clothing, body lotions, wine, a teddy bear, a classical album which has sold 93,000 copies and a board game that has sold over 200,000 copies.

Star Wars Light Sabre BBQ tongs – BLUW/Disney

The Star Wars BBQ tongs are a unique innovation on a legendary licensed property. They transform the Lightsaber, one of the main features of Star Wars’ decades-long appeal, into a great gift item that is practical, looks amazing and has a quirky sense of humour.

The tongs are shaped like Darth Vader’s famous weapon and feature a heat-resistant plastic handle, metal tongs, a red storage case, and authentic sound effects.

According to BLUW, “they give the user the chance to rule the grill as well as the galaxy and are ideal for turning your meat to the dark side.”

Spongebob Squarepants cycling wear – Scimitar Sports/Nickelodeon

Custom sportswear manufacturer Scimitar Sports teamed up with Nickelodeon & Viacom Consumer Products to produce a range of fully licensed classic sportswear to entice the hipster generation, including the Teenage Mutant Ninja Turtles cycle jerseys and run vests, and SpongeBob SquarePants cycle jerseys and run vests.

The SpongeBob SquarePants line features the smiling face of the world’s most famous yellow sponge. Scimitar Sports #kitspiration has been successful in cleverly combining popular nostalgia with performance-enhancing technical features, such as soft, stretchy fabrics engineered to keep runners and riders cool and dry.

The collaboration between Nickelodeon and Scimitar represents the popularity of nostalgic children’s brands within the adult marketplace and is the perfect example of stretching the possibilities of consumer reach.

The People Awards take place on Thursday April 30th at Sway Bar, London.

Tickets are priced at just £79 and can be purchased by clicking here.

A limited number of sponsorship opportunities are available. Contact Jodie Holdway via or Carole Eagles via, or call 01992 535647 to find out more.

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