Tag Archives: Lifestyle

English Heritage appoints Golden Goose as it looks to build across lifestyle, home and garden licensing

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English Heritage has appointed the strategic licensing boutique, Golden Goose as its licensing representative with the remit of building up and managing the brand’s lifestyle, home, and garden licensing. The appointment swiftly follows the announcement of a new global spirits licensee for the English Heritage name.

Kingston Myles, head of commercial development at English Heritage, said: “As the custodians for 400 sites, many with stunning gardens, that receive 10 million visitors a year, we are looking forward to working with Golden Goose to create an exciting range of licensed products that will capture our expert team’s passion for authentic storytelling alongside the hugely recognisable English Heritage brand.”

The appointment of Golden Goose arrives at a time in which the ‘staycation’ market has witnessed a huge increase in numbers thanks to travel restrictions surrounding the pandemic. On top of this, English Heritage currently boasts close to one million members and 100 existing English Heritage retail outlets.

Adam Bass, Golden Goose’s director, added: “We love the passion, authenticity and  history behind the English Heritage brand, and can’t wait to develop the quality of products that this prestigious programme deserves.” 

The account team working on the English Heritage licensing programme, alongside new business director Martin Clark, will  include two of Golden Goose’s latest hires, Rebeckah Dalton and Helen Webster, who have a wealth of experience working in  the lifestyle and home categories.

PJ Masks embarks on Dubai Fitness Challenge to encourage local children to get active

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PJ Masks is embarking on the month-long Dubai Fitness Challenge throughout November, helping to promote a healthier lifestyle to children, and encouraging them to be active for at least 30 minutes a day. The campaign, developed in partnership with Hasbro and eOne, will be delivered through exclusive workout videos released through the month.

The partnership was secured by 20too Licensing, Hasbro’s local sub-representative in MENA and Eventbox.

PJ Masks’ own Catboy, Owlette and Gekko are known for being active throughout the series. The heroes have to master their physical abilities in every episode, learning the values of teamwork, discipline and co-ordination in all their adventures – showing children that they too can be superheroes.

Four PJ Masks workout videos have been created for children of all ages, inspired by the well-known hero moves from the trio: Catboy, Owlette and Gekko. The first PJ Masks workout video will be released on the Dubai Fitness Challenge YouTube channel on 30 October 2020 and once a week thereafter until 28 November 2020.

The videos feature catchy and fun PJ Masks themed songs and the routines are energetic, challenging and intent on keeping the kids’ focus featured in iconic locations in Dubai. Children will be encouraged to replay the videos to keep learning and perfecting their own version of the routine with their favourite PJ Masks moves.

Whether it is inside or outside the home, children can learn the importance of staying active and healthy from a young age combined with the values of the PJ Masks heroes, where friendship and teamwork always saves the day.

Miffy celebrates 65th anniversary with a year of licensing and collaborations success

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It’s been a 65th anniversary celebrated in style for Dick Bruna’s iconic white bunny character, Miffy, whose fans have been ‘spoiled by an array of new products’ released throughout 2020.

A highlight of the milestone year – and not one to be forgotten anytime soon – has been the Miffy Design Challenge, in which brand owner Mercis invited design and fashion students from across the world to re-imagine the character by designing a new outfit for a 3D Miffy.

No fewer than 82 highly creative entries have been whittled down to 10 winners, each of which has been produced as an exclusive, limited-edition plush collection by Dutch licensee, Bon Ton Toys. Launched in the UK with a competition via the Miffy Shop. fans were given the chance to win one of the exclusive winning plush toys before it is launched to retailers across the world.

This summer saw the launch of a high-end collection of Miffy bags and purses from Strathberry, as well as a new range of craft kits from Stitch and Story that brought Miffy and friends, including Poppy Pig and Boris Bear brought to market. Licensed to Charm launched a range of silver and gold Miffy-inspired jewellery for the teen and adult market, while still to come is a new Miffy Christmas charm from the gift partner Magpie, and bamboo plates will follow recent tinware lines.

In publishing, Dick Bruna became the star of the latest edition of Thames & Hudson’s series The Illustrators which celebrates our greatest illustrators and acts as an introduction to the art and techniques of Bruna including his creation of Miffy. A new treasury of four Miffy classic stories was also published by Simon & Schuster in October. 

Translating well into fashion across the ages, Tobias and the Bear launched a new baby and toddler collection with a new distinctive and stylish unisex handwriting. A partnership with Next in girlswear has been rewarded with a Licensing Awards nomination, while another success story for this year was the Miffy NHS Heroes T-Shirts initiative.

Alicia Davenport, licensing director at DRi Licensing, said: “In spite of this year’s many challenges we were happy to be able to celebrate Miffy’s milestone birthday with so many genuinely beautiful and innovative new collections. And as we come to the end of this celebratory year, it has been a wonderful pinnacle for Miffy to be selected as a Finalist in the prestigious Licensing Awards, Classic Licensed Property category.”

WWE partners with My Custom Sport Chair to launch wrestling heroes line-up

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WWE and chairs usually only collide when one is being smashed over the head of a muscle-clad monster, prancing about ringside in his leather underwear to the cheers of a blood-thirsty crowd. That was until the sport and entertainment franchise met My Custom Sports Chair, of course.

The result? A range of chairs you’re not going to want to smash up. That’s right, WWE and My Custom Sports Chair have partnered to create a series of custom, folding Adirondack Chairs featuring the imagery and logos of some of the greatest WWE Superstars to walk the ring. Triple H, Roman Reigns, John Cena, The Rock, and Undertaker all feature, alongside WWE Hall of Famers Stone Cold Steve Austin, Ric Flair, The Ultimate Warrior, and Macho Man Randy Savage.

This is the latest in sporting franchises to have signed with My Custom Sports Chair, who already enjoys partnerships with the likes of the NFL, MLB, NCAA, NHL, and Nascar. Its collection makes up the only officially licensed, fully customisable Adirondack sports chair on the market.

Weather tested for all year round use, each chair is made with HDPE recycled resin which prevents warping, fading and splintering, making them ideal for use in the back garden, on the patio, in the recreation room, or any other setting in which a chair could be of use.

 All products are manufactured and assembled in Stoney Creek, ON, Canada with over 60,000 units in market since 2015.

Cosmopolitan uncorks its own wine collection with Guarachi Wine Partners

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Hearst Magazines has moved in on the wine-making market with the launch of a new brand Uncorked by Cosmopolitan. Via a deal brokered by IMG, the magazine publisher has partnered with Guarachi Wine Partners to bring a curated selection of Cosmopolitan branded wines to market.

Leveraging Guarachi’s more than 35 years of success pioneering wine brands in the US as an importer, marketer and supplier of fine wines, the Uncorked by Cosmopolitan collection has been curated by Cosmo’s editorial team and features labels designed by the world’s biggest young women’s media brand.

“This is the most natural collaboration we could imagine – Cosmo readers have had 36 million glasses of wine in the last seven days,” said Jessica Pels, editor in chief, Cosmopolitan. “Young women represent a massive wine consumer base, and yet they’re under-served by the current market, which doesn’t target young women at all.”

Uncorked by Cosmopolitan offers four popular varietals: Rosé, Chardonnay, Pinot Noir and Cabernet Sauvignon, all sourced from California appellations including Napa, Sonoma and Central Coast with a suggested retail price of $14.99. Future line extensions are already being developed with Pinot Grigio as the next varietal launch.

Guarachi Wine Partners founder and CEO, Alex Guarachi, said: “I’ve always found success in delivering high quality wines that customers will enjoy at prices that over-deliver. As the entire wine industry focuses on how to reach young female wine drinkers, I’m thrilled to be partnered with the world’s leading young women’s lifestyle brand.

“Who better to help design and curate what young women want than Cosmopolitan – a brand that has done this successfully for more than a century?”

Uncorked by Cosmopolitan was created with the magazine’s audience in mind. Its own research suggests that almost nine out of ten Cosmo readers celebrate special occasions at home with friends and family, and three out of four are buying gifts as a way of expressing gratitude. The company believes that these statistics highlight greater opportunities for wine purchases and general interest in wine among this audience.

Domestic appliance brand Smeg celebrates 70 years of Peanuts with limited edition model

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The Italian domestic appliance brand, Smeg, is marking the 70th anniversary of the world-loved Peanuts brand with the launch of a limited edition refrigerator. In a deal brokered by WildBrain CPLG, Smeg will now produce 70 Peanuts commemorative refrigerators, one for each year of the brand’s existence.

The limited edition model will take the form of Smeg’s own popular 1950s family mini fridge FAB10, which will feature an illustration taken from the Peanuts comic strip. It will depict Snoopy alongside his cherished doghouse along with his friend, Woodstock.

Each fridge in the series will be decorated with a silver plaque showing its unique product number.

The Peanuts refrigerator will be available at Smeg’s stores and subsidiaries across Europe from November, with a retail price of €1299. Smeg will support the launch through window displays, social media and influencer activity.

Tara Botwick, senior director territory management for Peanuts Worldwide, said: “With Smeg known as one of the most popular names in home appliances thanks to the brand’s iconic retro style, colourful designs and reputation for quality, they are an excellent company to create a memorable product for Peanuts’ 70th anniversary milestone.

“We look forward to seeing this eye-catching refrigerator take pride of place in the homes of Peanuts fans across Europe.”

Cath Kidston will ‘draw on British heritage to operate as a digital-first retailer in the UK’

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Cath Kidston has identified opportunities to bolster its brand relevance and product innovation, as well as improve its digital presence and international partnerships, the retailer has said, in a move to deliver “a sustained profitability model” over the next three years.

The fashion and lifestyle name entered administration and underwent a restructure in April this year. Since then, it has leaned into online retailer, an arm that now accounts for 85 per cent of its business. The firm has now detailed a transformation plan that puts digital acceleration and global growth at its centre.

With renewed support and investment from parent company Baring Private Equity Asia, Cath Kidston said it has realigned its cost base and structure to create an “economically viable operating model” as a brand-led, digital first retailer.

The retailer has said that it would draw on its British heritage to operate as a digital-first retailer in the UK.

As reported by the Retail Gazette, Cath Kidston will re-open its Piccadilly store in London next month, which will operate as its global flagship and its only high street store in the UK. It will seek to leverage its wholesale relationships and franchise partnerships in over 35 countries.

Other transformation measures include streamlining Cath Kidston’s product range by curating content for customers in more meaningful ways, and refining the offer to focus on key products and easier ways to shop.

The retailer has ambitions to reclaim its status as a gifting destination where one in five UK customers have either bought or received a Cath Kidston gift, and will continue to build new categories to reflect growing consumer demand in areas such as home and kids.

Cath Kidston chief executive Melinda Paraie, said: “We truly believe that Cath Kidston is a brand for our time, and we have worked incredibly hard to create a sustainable, profitable future for the brand following our restructuring.

“Our customers sit at the heart of our new strategy, and it was fundamental to our vision that we could maintain Cath Kidston’s role of inspiring the everyday optimist with our hand drawn prints and joyful products.

“Particularly as we all face our new normal world, the role of bringing moments of joy to everyday is even more relevant.”

Cath Kidston chair Marty Wikstrom, added: “[Cath Kidston] is a brand with a powerful heritage and loyal customer following that has pivoted its business strategy to ensure that it is positioned for success in a changing retail environment.”

Cath Kidston’s administration process occured at the height of lockdown in April this year and led to the closure of 60 of its UK stores and the loss of 908 jobs. Baring Private Equity Asia had secured a pre-pack administration deal that saw it buy back Cath Kidston’s brand, wholesale and online operations.

The retailer’s 100-plus stores overseas, especially in Asia, were untouched from the administration process.

Art Ask Agency partners with Moleskine for Frida Kahlo luxury notebook range

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The Barcelona-based licensing firm, Art Ask Agency, has landed yet another partnership for the female icon Frida Kahlo having secured a new deal with Moleskine and the launch of three luxury notebooks.

The collection is designed to inspire fans to seize the creative moment and express themselves in words or drawings. Each colourful notebook in the collection reflects Frida Kahlo’s vibrant artistic approach and introspective nature. It has been billed as ‘a unique and sophisticated Moleskine interpretation, featuring iconic elements and quotes.’

With a fully comprehensive digital and physical marketing campaign, under the title of “Explore your own reality”, this range will create high visibility for the officially licensed products and for Frida Kahlo.

Selected physical stores will present the collection with full in-store installations at iconic retail sites in Milan, Rome, London Regent Street, Paris, LA, San Francisco, New York, Beijing and Shanghai. Fans are also invited to take part in the Frida challenge, to create a self-portrait that represent themselves portraying the true you, entries closing November 28th.

Additionally, there is a full spread editorial on Frida Kahlo in Moleskine’s magazine FOLD, distributed worldwide and online. https://www.foldmagazine.com/frida-kahlo-self-expression-liberation

“This launch is truly one of my dearest dreams come true. Moleskine is the height of quality and heritage when it comes to notebooks and I am the number one stationery freak,” said Maria Strid, owner of Art Ask Agency.

Simona Sbarbaro, Moleskine brand and communication director, added: “Frida Kahlo was truly a legendary woman and her legacy reverberates to this day, as her work and life continue to inspire and touch the lives of so many.

“Moleskine is immensely pleased to join forces with the Frida Kahlo Corporation in a celebration of this truly remarkable artist and woman with a Limited Edition Collection dedicated to her.”

Female fitness channel Blogilates launches first signature sporting goods through Semaphore Licensing partnership

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The female fitness YouTube channel, Blogilates has developed its first line if signature sporting goods in partnership with the US retail giant Target in the brand’s first foray into licensing. The partnership was brokered by the channel’s rights and merchandising agency, Semaphore Licensing Solutions.

Semaphore Licensing is continuing to create opportunities for its ‘new media’ brands to expand their reach within the retail world. The Blogilates deal follows from the previously detailed licensing expansion for the YouTube skateboarding channel, Braille Skateboarding in deals that took the brand into toys and recently into footwear.

Blogilates is recognised as the leading female fitness channel on YouTube with over 812 million lifetime views and 5.36 million subscribers. The channel features full-length POP Pilates, HIIT, and total body sculpting workouts that can all be done at home, led by certified Pilates an fitness instructor, and the CEO and founder of Blogilates, Cassey Ho.

The brand’s extended reach currently engages nearly 11 million wellness loving fans across several other social platforms, including 2.1 million TikTok followers and 1.9 million Instagram followers.

The licensing opportunity with Target will allow Blogilates to bring stylish sporting good essentials into the hands of consumers who value quality fitness equipment, as at home workouts become the new normal. The line of products that will be available via Target stores and Target.com will include items such as luxurious vegan suede yoga mats, beautiful gold dumbbells, and blush toned resistance bands.

“Our goal is to create licensing opportunities that connect consumers with their favorite brands via retailers they trust,”said Lisa Berlin Wright, senior vice president of licensing, Semaphore Licensing Solutions

“Target understands the emotional connection that new media stars have with their audience. We are thrilled to be elevating the at home fitness experience through high-quality products at accessible price points for consumers nationwide,” added Michael Bienstock, founder and CEO, Semaphore Licensing Solutions.

Rising Up: MGM Studios on how 45 years later the Rocky franchise is still packing a punch

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The trumpets, the grey tracksuit, the run up the stairs and the timeless story of David vs Goliath, the underdog with the eye of the tiger; there’s very little about the Rocky franchise that isn’t iconic. It’s difficult to believe that it’s been… [checks notes]… 45 years since Sylvester Stallone first stepped into the ring as Rocky, and not so difficult to believe that over the course of four and a half decades, he has emerged as a staple image of popular culture.

The sentimental affinity that the world shares with the message and storyline of Rocky aside for a moment, the statistics alone for the franchise are as impressive as Rocky’s boxing career. This is a franchise that has accrued $1.3Billion at the box office; three academy awards and 10 nominations, two golden globes across six films, and has given rise to two spin offs in the form of the more recent Creed films. 

If ever there was a case of life imitating art, suggests Robert Marick, executive vice president of global consumer products and experiences at MGM, the rights holders and studio behind the franchise, Rocky is surely it.

News of MGM’s partnership with TCG Entertainment to bring live Rocky concerts to the global stage as part of the 45th anniversary celebrations of the Rocky franchise has already fired up the engines of its core audience base across the world; so word that this is just a part of the wider plans to celebrate the global cinematic, pop culture, and even sporting culture icon that is Rocky Balboa is certain to send it into fever pitch.

Here, Licensing.biz talks with MGM’s Robert Marick to discuss a cultural icon, learn more about those 45th anniversary plans, and discover what kind of potential a brand that spans not only cinema, but pop culture, sport culture, lifestyle and more, has within the ever evolving licensing space.

People talk about iconic brands a lot in licensing, but Rocky without doubt is a true icon – of cinema, pop culture, and beyond – from the soundtrack, style, iconic film scenes, the script its story, and even the acting. Handling the licensing programme for something embedded in culture must be an exciting prospect?

To be honest, it’s a privilege. While everything you’ve mentioned is accurate, Rocky is so much more. From underdog to champion, there is so much depth to the franchise that appeals to its core audience. Because of the multi-dimensional nature of the franchise, it allows us to re-interpret the licensing program in so many ways.   

How do you begin to look at the licensing strategy for something so well revered the world over?

The Rocky franchise provides a multi-dimensional view and therefore a complimentary licensing strategy. In 2021, we’ve rallied around the theme “Champion”. As we developed the Rocky 45th licensing plan, we provided three opportunities. Train like a champion; Look like a champion; and Feel like a champion.

Each opportunity allows for unique product segmentation of licensed product. If you want to “look like a champion”, apparel and accessories is a natural fit. For those that want to “train like a champion”, gym equipment and interactive games such as VR games, workout systems allow fans to train like Rocky; If fans want to “feel like a champion” and show their fandom, publishing, collectibles and replicas will deliver on that aspiration.

In support of this strategy, we developed a bespoke style guide celebrating the 45th anniversary. Our licensing program is focused to rally the “everyday Rocky” to tap into their inner champion, celebrate champions in his or her community, and give fans new ways to show their love for the Rocky franchise all year long.

 You recently detailed the TCG Entertainment partnership, which seems to have fans really excited for the 45th celebrations. What other plans have you got for the anniversary? What aspects of licensing will the plans span? 

While the full roll out plans are still being finalized, I can tell you that we are planning a year-long celebration which will include new and exciting merchandise, interactive games, licensed advertising and location-based entertainment activations.  One example is the Rocky Run. In its seventh year, the Rocky Run unites fans from all over the world to Philadelphia, with like-minded fans, and for a day, step into Rocky’s footsteps where they are able to train, look and feel like a champion leading all the way up those famous stairs.

How much will the current global situation influence the plans and licensing roll out? How do you think it has shaped innovation within licensing, and will you guys be tapping into any of the trends here?

We don’t want to capitalize on this global situation and proactively push the point. Instead we want to focus on the future and getting through it by having Rocky fans express their own Rocky moment and using Rocky to motivate and inspire them to persevere and go the distance. It needs to be and should be organic. 

Can you talk us through the new partners you’ve got lined up for the brand, what categories will you be spanning? What of the current partnerships will you be expanding upon?

Boxing/Athleisure has been identified as a new Fashion Trend. Boxing remains mainstream, trendy and relevant for men and women and Rocky’s signature grey hoodie has made a major comeback. We are looking for key collaborations that can bring together two powerful brands. As for new categories to explore, we are looking at pet, jewelry accessories and location based and live entertainment.

Rocky and Creed are in a unique position that they cover both pop culture and sporting markets, you’ve mentioned the Rocky themed running events in the works – how far will you be taking the sports and entertainment crossover? What potential does this offer?

A great example of this cross over is the Rocky / Creed Rise to Glory VR game by Survios. It’s become an evergreen title, that – similar to the Rocky Run – gives fans a chance to step in the ring and train and feel like a champion. I am excited to share that the hit, Creed: Rise to Glory VR game will be available on console platforms in time for the 45th anniversary. Other opportunities in this area are vast and we are currently exploring our gym and fitness equipment.

Why do you think Rocky continues to resonate with fans across the globe? 

The Rocky franchise is a global phenomenon! The story has so many themes such as ambition, determination, courage, being the underdog and rising to the top etc., and that all translates across generations, demographics and cultures around the world. Everyday people can relate to Rocky in some shape, way or form. Today, more than ever, Rocky is beacon of hope and inspiration around the world. 

It’s hard to believe that it’s been 45 years since fans saw Rocky hit enter the ring for the first time. Looking back over the years, it’s amazing what Sylvester Stallone accomplished. Just like the Rocky character, the franchise and Sylvester Stallone, beat all the odds at the time as an up-and-coming writer, director and actor. 

The statistics are staggering. $1.3Billion at the box office; three academy awards and 10 nominations; two golden globes across six films and two spin offs with the Creed films. In this case, life–imitates–art. What a champion!