BLE NEW EXHIBITOR SPOTLIGHT: Battersea Dogs & Cats Home

How the animal home is looking to raise funds through licensing activity.
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Since opening in 1871 Battersea Dogs & Cats Home has cared for more than 3.1 million animals. Originally for dogs only, the home started accepting cats in 1883.

In 2010 the home took in 17 dogs and seven cats arriving every day on average and searched for almost 10,000 stray, abandoned or unwanted dogs and cats throughout the year.

“Last year, it cost over £11.8 million to run and care for the animals living at Battersea’s centres in south London, Brands Hatch and Old Windsor,” says Lucy McCredie, licensing consultant at Battersea Cats & Dogs Home.

“So the home has decided to maximise its huge brand potential and consumer familiarity to raise funds through consumer product licensing.”

With 140 years of history and Royal patronage since 1884, the home is positioned as a heritage brand. As McCredie says: “Battersea Dogs & Cats Home has been a part of south west London for as long as people can remember.”

This fame and ‘consumer familiarity’, has also been re-inforced by the BBC show Battersea Dogs Home, which was on TV screens from 1998 to 2006.

Current licensees include MPL, which has a licence for dogs beds currently on sale in Argos.

Arriving at BLE for the first time this year, the home is looking to attract licensees in categories like greetings, stationery, plush, giftware, apparel and home-wares as well as pet products and accessories.

McCredie says: “We will have examples of the Home’s unique imagery and illustrations of cats and dogs available for licensing.

“We will have a Battersea dog visiting our stand, which we hope will encourage people to stop and find out more about what we have on offer.”

You can find Battersea Cats & Dogs Home at stand F145.

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