Christmas clout - Licensing.biz

Christmas clout

Tim Kilby, brand director at bedding and bedroom specialist Character World, reveals his pick of the licences set to top Christmas lists this year.
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Movie licences continue to dominate the market with a raft of new releases hitting the cinemas throughout the year.

Disney’s Inside Out and Big Hero 6 have proved to be huge hits with youngsters and associated products will be in demand this Christmas.

Arguably, the most highly anticipated movie is still yet to be released. Yes, Star Wars: The Force Awakens, in cinemas from December 17th is expected to be the biggest blockbuster of the year.

The Star Wars brand has continued to captivate fans worldwide since the first film was released in 1977 and has continued to perform well in the licensing arena year after year.

The latest film will no doubt smash all box office expectations and create a new generation of fans, young and old, looking to engage with the brand through merchandise.

Superheroes have been a clear trend throughout the year which is set to continue through Christmas and into next year which sees the release of Batman V Superman: Dawn of Justice.

The current popularity has been spurred on by recent blockbuster movies, such as Ant-Man and Avengers: Age of Ultron. Our superhero portfolio is ever-growing and already includes, Batman, LEGO Batman, Superman, The Amazing Spider-Man and Ultimate Spider-Man, and it shows no sign of slowing down.

The girls arena has been equally as dynamic as the boys in 2015 and will make for an interesting festive period. Ever popular properties such as Frozen and Disney Princess continue to inspire young girls into engaging with their brands.

New brands that have exploded onto the scene in 2015 and vying for a top spot this Christmas include the hugely popular children’s toy brand, Shopkins.

The property has taken the toy market by storm since launch in 2014. The grocery inspired brand has seen exceptional growth as it continues to captivate the attention of young children from all over the world.

Paw Patrol is another new property that has proved to be a hit during 2015 and will prove popular this Christmas.

Evergreen properties such as Thomas & Friends, Fireman Sam and Peppa Pig continue to perform well with the younger audiences. The characters, storylines and visual stimulations appeal to pre-school children while the nostalgia of the property appeals to parents and grandparents. These brands remain strong contenders in the market despite high numbers of new brands that regularly enter the market.

The range of licences and brands in the market are extremely dynamic and appeal to an array of different audiences meaning there are huge opportunities for licensees like Character World.

Christmas is a key time for both licensees and retailers and it’s exciting to see what will come up trumps over the festive period.

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The explosion of movie licences

Tim Kilby is Brand Director at Character World which designs and manufactures licensed character bedding and bedroom accessories. Here, he talks about the growing global appeal of movie licences.

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