Tag Archives: Opinion

OPINION – Hurrah for the madding crowd: How crowdfunding is fueling the flames of fandom

It’s like the old Funko strapline says: Everybody’s a fan of something. It’s no secret that adult fandom has become an increasingly important market to the toy industry and pop culture scene in general, but – with limited shelf space among retailers – just how can brands and manufacturers cater …

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OPINION – Asgard Media’s Kelvyn Gardner on the importance of looking outside of the industry

Next week the ‘virtual doors’ of the Festival of Licensing will open to the licensing world. So, before we’ve even begun to get used to London’s Excel as the new home of Europe’s biggest licensing event, Asgard Media will now be coming to terms with being a digital exhibitor. We …

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Opinion: Is the Wild West about to be tamed? – Anthony Marks

Anthony Marks is MD of Fanattik a pop culture specialist, a gifts and collectibles licensee for 20th Century Fox, Universal Studios, and Paramount Pictures. He talks us through why the days of the Comic Con counterfeiter may just be numbered As a self-confessed geek I have no problem admitting that …

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Opinion: International trust and how to keep our young consumers onside – Trudi Bishop

In my on-going battle against plastic waste, I have previously written that it was time for brands to be more public about the actions they’re taking to be more sustainable. Consumers aren’t looking for perfection, but they are looking for action.  Action by brands leads to increased trust and loyalty. …

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Opinion: Will Harry and Meghan receive a right royal welcome to licensing?

He’s not quite the artist formerly known as Prince, just yet but when Harry and Meghan first made clear their intentions to step away from their Royal Duties, it was quickly reported on soon after that the pair had registered their SussexRoyal trademark. Since then, the licensing industry has been …

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Opinion: James Dean’s CGI return to Hollywood is damaging to celebrity licensing’s integrity

For a number of years I had wrestled with the feeling of unease around the licensing of dead celebrities. While the attraction of much of this industry is the creativity that fizzes around innovative IP, this was a pocket of licensing that always seemed to me, cynical. It wasn’t until …

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“My interpretation? 2019 is going to get crazy for licensing”

The Point 1888 - in its own words, had an incredible 2018 - triumphantly bringing left-field brands into the world of licensing. But as the industry gears for the year ahead, Licensing.biz asks the company's founder and MD, Will Stewart what he thinks it will look like...

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Opinion: Penguin and Backyard Cinema’s The Snowman Experience will change the game for experiential licensing

It’s been two weeks since The Snowman Experience launched at Hyde Park’s Winter Wonderland, and while the buzz in the months preceding suggested something big was about to rise from this collaboration, no one really knew what to expect.

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