Tag Archives: Pink Key Licensing

Spotlight on brands: Richard Pink on where The Laughing Cow is heading next

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There’s more to The Laughing Cow than the iconic red image. We caught up with Richard Pink of Pink Key Licensing – exclusive licensing agent for the brand in the UK – to talk pink cows, pop art and plans for the future.

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Hi Richard, how has the last year been for you, business-wise?

It’s been a tough year for everyone: we’ve tried to work with our licensees and support them through the problems they have had to deal with, including Covid, and the ensuing challenges of fractured supply chains and increased freight costs, and to be as flexible as we can. The Laughing Cow and some of the other brands we have such as Kellogg’s, Pringles, Vimto and SLUSH PUPPiE are the kind of brands that people gravitate to in troubled times because they’re so familiar; they’re ones we’ve all grown up with. Consequently, things have not been too bad, but I think the licensing industry more than any other thrives on social interaction and we’ve all missed that enormously.

So, we’re all looking for things to cheer us up?

Definitely. After being locked down for so long, all we were hearing from people was ‘We really need a laugh’, and we can’t think of a licence that conveys laughter better than The Laughing Cow does. So, while we’ve hopefully come through the worst, the brand has a certain resonance about it for these times.

The red cow image is instantly recognisable. But what else is there to the brand?

The red cow itself is iconic, but outside of that, there’s so much imagery to play with. You’ve got vintage artwork that dates back to when the brand first came to fruition a century ago, right the way through to pop art and contemporary imagery – there’s such a vast range available and it works on so many different levels.

Some brands don’t have the flexibility to allow you to adapt the imagery, they have quite stringent rules in terms of what you can and can’t do. But we love The Bel Group (owners of The Laughing Cow) because they are so open to ideas. When we first took on The Laughing Cow and we said to them, ‘We’d love a pink cow’, they had no problem with that!

What plans do you have for The Laughing Cow in the UK?

It’s had a solid licencing programme in Europe for quite some time and one of the reasons we wanted to take it on is because even though it’s a French brand it has an enormous affinity with the UK consumer. It’s got a great history in the UK and is very recognisable, so we knew it would work.

Because of the close association with food The Laughing Cow is always going to lend itself to kitchen and food related products, but if you start looking at some of the Laughing Cow’s quirky imagery, it also really lends itself to apparel and gifting. In a similar way to Kellogg’s, it can potentially benefit from being part of a number of trends that seem to come and go such as vintage, logos and – most obviously – food.

And in the long term?

We are still keen to sign new brands, but you can see from our portfolio that they have to fit what we do. We are lucky enough to represent the rights of some brands that are distributed globally. They all have longevity and great stories behind them, and they’re going to be around for a long time. We only work with brands that we love, and they have to be brands that need to be managed the way we do it.  We try and build brand programmes in a methodical way, going for the ‘bullseye’ products and categories that fit the nature of the brand most closely, because we think that this is the best way to manage the type of brands we have for the long term.

If you are interested in talking to Pink Key about licensing The Laughing Cow you can contact Richard at richard@pinkkey.co.uk

Spotlight on Brands I Pink Key gets Vim!

 

 

 

 

 

 

 

Spotlight on brands: Richard Pink on where The Laughing Cow is heading next

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There’s more to The Laughing Cow than the iconic red image. We caught up with Richard Pink of Pink Key Licensing – exclusive licensing agent for the brand in the UK – to talk pink cows, pop art and plans for the future.

[divider style=”solid” top=”20″ bottom=”20″]

Hi Richard, how has the last year been for you, business-wise?

It’s been a tough year for everyone: we’ve tried to work with our licensees and support them through the problems they have had to deal with, including Covid, and the ensuing challenges of fractured supply chains and increased freight costs, and to be as flexible as we can. The Laughing Cow and some of the other brands we have such as Kellogg’s, Pringles, Vimto and SLUSH PUPPiE are the kind of brands that people gravitate to in troubled times because they’re so familiar; they’re ones we’ve all grown up with. Consequently, things have not been too bad, but I think the licensing industry more than any other thrives on social interaction and we’ve all missed that enormously.

So, we’re all looking for things to cheer us up?

Definitely. After being locked down for so long, all we were hearing from people was ‘We really need a laugh’, and we can’t think of a licence that conveys laughter better than The Laughing Cow does. So, while we’ve hopefully come through the worst, the brand has a certain resonance about it for these times.

The red cow image is instantly recognisable. But what else is there to the brand?

The red cow itself is iconic, but outside of that, there’s so much imagery to play with. You’ve got vintage artwork that dates back to when the brand first came to fruition a century ago, right the way through to pop art and contemporary imagery – there’s such a vast range available and it works on so many different levels.

Some brands don’t have the flexibility to allow you to adapt the imagery, they have quite stringent rules in terms of what you can and can’t do. But we love The Bel Group (owners of The Laughing Cow) because they are so open to ideas. When we first took on The Laughing Cow and we said to them, ‘We’d love a pink cow’, they had no problem with that!

What plans do you have for The Laughing Cow in the UK?

It’s had a solid licencing programme in Europe for quite some time and one of the reasons we wanted to take it on is because even though it’s a French brand it has an enormous affinity with the UK consumer. It’s got a great history in the UK and is very recognisable, so we knew it would work.

Because of the close association with food The Laughing Cow is always going to lend itself to kitchen and food related products, but if you start looking at some of the Laughing Cow’s quirky imagery, it also really lends itself to apparel and gifting. In a similar way to Kellogg’s, it can potentially benefit from being part of a number of trends that seem to come and go such as vintage, logos and – most obviously – food.

And in the long term?

We are still keen to sign new brands, but you can see from our portfolio that they have to fit what we do. We are lucky enough to represent the rights of some brands that are distributed globally. They all have longevity and great stories behind them, and they’re going to be around for a long time. We only work with brands that we love, and they have to be brands that need to be managed the way we do it.  We try and build brand programmes in a methodical way, going for the ‘bullseye’ products and categories that fit the nature of the brand most closely, because we think that this is the best way to manage the type of brands we have for the long term.

If you are interested in talking to Pink Key about licensing The Laughing Cow you can contact Richard at richard@pinkkey.co.uk

Spotlight on Brands I Pink Key gets Vim!

 

 

 

 

 

 

 

Spotlight on Brands I Pink Key gets Vim!

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Spotlight on brands

 

Vimto is a brand with real pedigree. Nationally renowned and proudly from the North, it also has a proven licensing pedigree.

It all began in Manchester in 1908 when John Noel Nichols created the drink we know and love as a herbal health tonic using a secret recipe combining fruits, herbs and spices from around the world. It  was a pick-me-up, giving the consumer ‘vim’ (energy and enthusiasm) and ‘vigour’ (strength and power).

But the brand we know now as Vimto has never stood still. From its rich heritage it has kept itself contemporary by adapting to changes in consumer conditions and tastes and has developed a versatile product range. There are numerous ways now in which you can enjoy the great taste of Vimto – from the ‘schlurp’ out of a can to hot (yes, hot!) Vimto to fend off those chilly winter nights.

Yet, through all these developments, the brand character has always remained constant: a fun, high-quality, refreshingly different soft drink.

 

Perfect partnerships

Vimto is no stranger to the licensing world, and has already acquired many food licensees managed by its dedicated Commercial Development Controller, Helen Hartley, who has brought on board a number of partners including:

  • Confectionery with Vimto Bon Bons, Jelly Babies and Juicy Mixups
  • Frozen foods with Vimto Ice Lollies, Cheesecake, Pyramids and No Added Sugar Remix Ice Pops
  • Dedicated Vimto ‘Factories’ in Selfridges, the Trafford Centre Manchester and the Bullring Birmingham, offering Vimto Slush, drinks and confectionery
  • Vimto protein powders and vitamins in partnership with the world’s number one sports nutrition brand MYPROTEIN.

Vimto is extending its licensing programme to take both and its rich history and heritage into the non-food arena.

Pink Key’s pedigree

Pink Key Licensing is Vimto’s exclusive UK agent to develop the non-food programme, and will be offering new licensees a style guide that will focus on the brand’s history and is packed with visuals of posters, packs and amazing artwork from the extensive Vimto archive, including Vimto logos and slogans.

Richard Pink of Pink Key says: “The Vimto archive is extraordinary in its range of colour and usable assets. It’s a brand that I’ve always felt would be an ideal fit with what we do so well, and I’m delighted that Vimto think so too!”

There is no doubt that Vimto seems to naturally fit within Pink Key’s portfolio, which incudes food brands Kellogg’s, Pringles, SLUSH PUPPiE and The Laughing Cow, alongside the heritage programme that Richard and his team have been running for Pan American Airways.

“Having lived in Manchester myself, I have an appreciation of just how proud the people are of home-grown and developed brands; they are fiercely loyal,” says Richard. “And it’s not just anecdotal: Vimto is a nationally recognised brand, but in its home town its popularity rivals the best in the world!”

 


If you are interested in talking to
Pink Key about licensing Vimto you can
contact Richard at
richard@pinkkey.co.uk

 

 

 

Kellogg’s taps Beanstalk for licensed food and beverage across US, Canada, Europe, Japan and South Korea

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Beanstalk has been tapped as the exclusive food licensing agency for Kellogg Company with the remit of growing the Kellogg’s brand’s licensed food and beverage categories in the US, Canada, Europe, Japan, and South Korea.

These categories will work to complement the brand’s core portfolio in cereal, snacks, and frozen foods.

‘Kellogg is committed to creating better days and a place at the table for everyone through our trusted food brands. Licensing Kellogg’s brands into strategic food and beverage categories will better enable us to meet our vision and purpose as an organization,’ read a statement from the firm.

Today, Kellogg boasts a number of existing licensing agencies supporting its global business in multiple regions, including Pink Key Licensing here in the UK who remains the brand’s key licensing agent for consumer products outside of the food aisles. 

With the exception of Latin America, Beanstalk will be focusing on food and beverage global licensing to complement Kellogg’s pre-existing, non-food brand extension partners in other regions. 

The Laughing Cow partners with Iconospheric for gifts, prints, and apparel celebrating 100th anniversary

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The Laughing Cow has kicked off the New Year with a brand new collaboration with the popular prints and merchandise specialist, Iconospheric.

In a deal brokered by The Laughing Cow’s licensing agency, Pink Key Licensing, Iconospheric has launched a collection of gifts, homewares, prints, and more depicting the 100-year-old food brand. The current range from Iconospheric includes mounted prints, greeting cards, tote bags, mugs, and a range of apparel.

More than 30 SKUs make up a collection designed to celebrate the 100th anniversary of The Laughing Cow brand, drawing on the both its vintage and modern appeal with a mix of graphics.

Richard Pink at Pink Key Licensing, who brokered the partnership, said: “We couldn’t be happier about this new partnership. Iconesphric’s product quality is superb and its fantastic to have an all year round on-line destination for anyone who is fan of products carrying the beautiful Laughing Cow artwork.”

The Laughing Cow’s 100th anniversary is another reason to be cheerful in 2021

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Next year is giving us all a good reason to smile, and it’s not just at the prospect of a Covid-19 vaccine emerging out of a year of turmoil. More so than that, 2021 marks the 100th anniversary of the Laughing Cow.

Bel Licensing has now earmarked the coming year as one for celebration, bringing in its roster of 40 continent-spanning licensees to take part in the joviality, and celebrate the iconic Laughing Cow – the image that has been called the ‘pop art incarnation of the Mona Lisa’ by the US conceptual artists Mel Bochner, in the only way it knows how.

Created in 1921, iconized by Benjamin Rabier in 1923 and present in more than 130 countries, the Laughing Cow brand will be celebrated by its nearly 40 licensees across food and non-food categories and spanning a licensee roster of long-established partners and brand new ones.

Patrick Tamburlin, Bel Licensing manager, has hinted at new deals to launch across the globe throughout the coming year, as well as the launch of a new TV ad spot, a new style guide celebrating the 100th anniversary, 100 years limited edition packaging, in-store pop-ups and more.

New partnerships brokered by Pink Key Licensing in the EMEA, and Design Plus Licensing in the US, as well as Infiniss in Korea will all be celebrated.

“So many new deals to arrive and other ones to (re) discover all over 2021 to reinforce huge brand celebration (new TV copy, 100 years specific logotype, 100 years limited packaging edition, pop-up store…) echoing The Laughing Cow universal brand mission ‘It’s better to laugh’,” said Tamburlin.

Fruit pickings: Richard Pink talks the history and future of the Vimto brand in licensing

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With the tagline ‘Seriously Mixed Up Fruit’, Vimto already spans a wealth of foods and drinks from Vimto Fudge packaged in artwork that will take consumers on a trip through the brand’s history, to the more contemporary looking, and sounding, Vimto Candy Spray. But with a new licensing agent in Pink Key Licensing and the food and beverage licensing specialist, Richard Pink himself, the Vimto brand is about to embark on a seriously new venture entirely.

It was earlier this month that Pink lifted the lid on his company’s new partnership with the Vimto brand, appointed to manage the non-food activity for the 110 year old brand here in the UK, marking the first time in its history that Vimto’s logo, slogans, and imagery would be thrust into the licensing limelight.

Armed with a library of designs spanning more than a century of Vimto, the programme, Pink declared, will cover both the depth of the Vimto archive, as well as the design and style of the contemporary brand. Now, as Richard Pink, MD of Pink Key Licensing prepares to showcase the brand’s style guides at the upcoming Festival of Licensing, Licensing.biz takes its chance to talk with Pink about how he got himself seriously mixed up with the fruity new brand.

Hello again, Richard! It’s clearly a busy year for Pink Key Licensing this year. Can you talk to us about the latest addition to the portfolio then, what attracted you to the Vimto brand and what does it bring to the Pink Key offering?

Vimto is a brand that I’ve always felt was a good fit for us. Its combination of heritage and contemporary styling as well as the product categories it lends itself to fits brilliantly into the business model we have already developed for our other brands. At the same time it has some unique features that mean that there is little or no conflict with our existing portfolio. 

What does the Vimto brand bring to the licensing space, spanning its 110 year heritage and its contemporary appeal?

While there are a number of brands that have heritage programmes, there are very few who also continue to change and develop the way that Vimto has. This is a unique combination that gives it the broadest possible appeal to the older consumer who will be drawn to the heritage aspects that play into what they remember growing up, but also the younger generation who see it as a brand for them. In addition there is an ‘Englishness’ about the brand that is at the core of its identity. 

So why is now the right time to be bringing the Vimto brand into the consumer products space for the first time? And, what are your plans to make this an impactful launch into the market?

The launch now is because the brand feels that the time is right for them – they have a proven track record of food licensing that they have made a great success of and they can see the value in also leveraging their unique heritage to consumers who have grown up with the brand. Our plan is to identify the categories and products that are the most natural fit for Vimto and build a platform from there for the long term. 

What is the strategy for tapping into both the heritage/vintage style of the brand, as well as its more modern look? 

We are very lucky as we feel like we have two distinct audiences to go after, and while there will be some product overlap it will mean the range of categories and styles will be bigger than it would have been with, for example, just the heritage.

If we know the kind of brands that catch your eye, Vimto will be one with a rich history and story to tell… How will you be telling that story through its licensing programme?

It think that’s going to come down to the licensee execution – the archive is a story in itself, and if the licensees feel that it’s appropriate to support what they do with the story of the development of Vimto, then we have all the tools they need to allow them to do it.

What is it about Vimto that keeps it relevant to audiences today? How big a part will licensing play in maintaining that?

The modern execution of the Vimto brand is very different to its heritage – the product stands for different things today, but it always carries its history with it. Part of the reason why it’s more popular now than it ever was, is because it hasn’t stood still, its adapted to consumer tastes and styles – our programme is going to reflect and re-enforce the brand position. 

What will be the first steps taken in this new partnership for you? What product categories do you think Vimto will perform best within?

It’s important to make sure that we’ve identified the categories that we think are most relevant. Obviously things related to the core product will be key such as drinkware, but the archive is almost an art gallery so that gives us endless possibilities for development into categories where this might work. 

If I know one thing about licensing – whatever you think will happen probably won’t! I could guess that housewares and food gifting will drive this programme but all it take is a retailer to find design they like for a T-shirt and the whole game could change!

How will you guys be pushing the envelope of innovation in licensing as you develop the portfolio?

It’s funny; the words ‘heritage’ and ‘innovation’ would seem to be mutually exclusive, but we’ve seen some great ideas from licensees we’ve worked with that has given a whole new take on the brands we manage that can make a difference. I’ve learnt that the more focus there is on innovation the more longevity there is in a programme. There are products that will be obvious for this programme and driven by the design from the style guides but we are always open to new ideas on any brand.

We want to hear from any licensees who think they can do a great job with this brand – the art we have available is amazing and we can’t wait to hear what licensees could do with it.

In the (food and) drink with Richard Pink – Pink Key Licensing and the moveable feast of F&B licensing

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Richard Pink and his Pink Key Licensing business has become almost synonymous with the food and beverage licensing market, with a portfolio ranging from Kellogg’s, Colman’s, and PG Tips through to the likes of Pringles, SLUSH PUPPiE, and who can forget The Laughing Cow?

But it’s by Pink’s own admission that this was never a deliberate move, but moreover a natural gravitation of the firm towards the kind of brands that have a story to tell. There’s a rich history of cultural affinity with brands like Kellogg’s, Colman’s, and PG Tips that is shared the world over that arguably places this particular trio in the bracket of heritage licensing, while Pringles, SLUSH PUPPiE, and The Laughing Cow (La Vache Qui Rit for our French speaking friends) certainly tap into today’s demand for brands of pop culture status.

No, it may not have been a deliberate move in Pink’s part to find the common thread that ties all of these brands – and the extended Pink Key Licensing portfolio of those outside of Food and Beverage licensing – together, but it was certainly a very smart one, curating a central hub for some of the most iconic brands to have dominated the supermarket aisles and homestead across the decades.

Here, Licensing.biz catches up with Richard Pink, MD or Pink Key Licensing to talk about the latest trends in the Food and Beverage licensing space, the strength of the Pink Key Licensing portfolio within it, and what the future holds for the market.

It’s always enjoyable looking at the Pink Key portfolio for its Food & Beverage brands and those iconic names with real history. How would you summarise the Pink Key approach to F&B licensing?

Our focus on F&B licensing is a strategy which has evolved organically rather than deliberately. I think people have seen what we have done with Kellogg’s and SLUSH PUPPiE and begun to associate us with these types of brands. Having said that, we have developed a bit of a mantra as we’ve grown: we have to love the brand – genuinely; if we don’t love it, I don’t think we can make anyone else love it and we have to want to keep it in our portfolio forever.

Kellogg’s, Colman’s, and PG Tips arguably straddle both F&B and heritage/vintage thanks to their history and cultural role across the decades, while Laughing Cow, Pringles, and SLUSH PUPPiE are iconic in their own right. Is there a common theme for all of these brands? What do you look for in a brand?

That’s probably the third part of our mantra and something all our brands have in common: they all have a story to tell. Sometimes, as you say, this comes from the heritage of the brand but with a brand like SLUSH PUPPiE, although it plays on people’s memories, it’s still very much a contemporary brand and its story is all about what the brand is going to do in the future, where we can go and how it can develop. This is exactly the same as Babybel, The Laughing Cow and Pringles.

What are some of the key trends in F&B licensing at the moment, and how is the Pink Key portfolio tapping into these right now?

The trends for food and beverage licensing tend to be around particular eras, and luckily, we have access to a broad bank of artwork for each of our brands. As a result, we are able to allow licensees access to artwork by particular decades, for example.

Additionally, with SLUSH PUPPiE, we are very fortunate to work with the licensing agency in America, Design Plus, run by Carol Janet who has managed the brand globally and developed the style guide and assets for many years. As a result, we can be really proactive in developing artwork very quickly to reflect any trend that comes to the market.

What is the strength of the F&B licensing market like right now? Have you seen it evolve and grow over the last year, and how have events of recent months affected or influenced this market in particular?

The Food & Drink licensing market has been very strong now for a number of years. I think this is principally down to the depth and breadth of available assets. Retailers and licensees have become more aware of the amount of amazing artwork that is available because of the rich heritage of many of these brands. I think this is why the trend towards brands with strong logos and a large body of available art has been sustained over the last few years. The fact that interest in these brands has maintained has been extremely exciting for us and, although the lockdown has ‘paused’ things for everyone, I don’t see this changing.

What do you think the future looks like for the F&B licensing market coming out of this peculiar period? How responsive to this sector is retail at the moment, and how will this look going forward?

It’s very hard to say how the market will be affected by Covid and the lockdown, in the same way that it is difficult to predict this for any market sector. However, because of the rich heritage, I believe that consumers are likely to gravitate towards things they find familiar, and I believe inevitably this will have a positive effect for the food and drink licensing sector.

Can you talk us through some of the latest updates for the F&B portfolio, what have been some of the key partnerships you’ve lined up this year? Anything that’s taken you by surprise this year?

We’ve had an extremely strong year with all of our brands. I don’t think we are alone in looking into the possibilities of getting closer to the consumer through Direct to Consumer Print on Demand websites, to try and give ourselves an all year round presence as an additional distribution channel that will support our main business through licensees.

I always say that the brand in our portfolio that completely took me by surprise is SLUSH PUPPiE: we have been amazed by the consumer response and it seems to go from strength to strength driven primarily by the amazing work done by Fizz Creations and their ubiquitous SLUSH PUPPiE machine (available at all good retailers!) along with a range of accessories.

We have also been really pleased by the sales of Manchester Drinks frozen pouches, and we have some very exciting new licensees lined up for the brand who will be bringing product to market later this year.

There seems to have been plenty of activity surrounding The Laughing Cow over the course of 2019/2020 – why is this brand resonating the way it is, and what is the UK strategy for this one?

It’s still early days but the initial response we’ve had has been very positive, particularly in apparel. I believe it resonates because of the heritage and people’s positive associations with it, and the graphics are incredibly strong, but principally because the brand is so positive – it’s all about laughing, and we all need a laugh these days.

Also, we are delighted that our partners for SLUSH PUPPiE and ICEE in the US, Design Plus, have also been appointed as the US agent for the Laughing Cow – we work so well together and I think it’s going to be hugely positive for the brand and its programme.

What further developments in the F&B space can we expect from Pink Key this year and next?   

We are always looking at ways to strengthen our portfolio, but it has to meet the criteria that I outlined at the start. We do have a couple of ongoing conversations which are proving to be very positive indeed and hope to be able to make an announcement nearer to BLE about an addition to our portfolio.

 

Travel Man: Richard Pink captures the glamour of Pan Am

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The air bridges have been opened and the holiday makers are scouring the internet for the best deals this summer, but Richard Pink, MD and founder of Pink Key Licensing recalls a time when travel had a certain glamour to it; a time when it was a little less about shipping the hordes from one airport to another, and a little more about enjoying the ride.

That’s what the Pan Am brand signifies; not only for Pink but for the thousands of consumers that engage with it on the same level, and whether today – a period in which we could all do with a touch of glamour about our travel arrangements – that’s an escapism to a ‘time that was’ or a rosy-tinted nostalgia, Pink is very certain of the opportunities abound for the lifestyle brand.

Licensing.biz catches up with Pink Key’s Richard Pink to discuss Pan Am, the pandemic, and how licensing life – and lifestyle licensing – looks on the other side of the world’s ‘Great Pause.’

Richard Pink, MD and Founder of Pink Key Licensing

How has this period impacted you guys and the brands in the portfolio – how did you ‘control the controllable’ in this scenario and what key take-aways or insights did this period offer you?

It’s pretty much been ‘business as usual’ at Pink Key Towers – the team has always all worked from home so the only real difference was that we were unable to go out to do the face to face meetings and socialising that we would have expected to do through this part of the year. Zoom has become our contact life blood.

I think the big takeaway for us has been that, right at the start we were pro-active in contacting our licensees to understand what their situation was, what issues they were facing and identifying possible solutions, so that we could work with them to establish a practical way forward and also manage our clients’ expectations. This was hugely important.

 

How do you think the past few months have changed consumers’ mind-sets and their approach to brands/brand engagement? How do you think this affects the brands under the Pink Key portfolio? For instance, Pan Am is a heritage travel brand – is there an opportunity to be found in recent events that tap into that ‘luxury’ feel of the Pan Am brand?

I think this is very hard to define. I wrote recently that I thought licensing was going to benefit from a surge in consumer interest post-lockdown, as I think consumers will have been starved of interaction with the things that make them happy, and I stick by that. However, you do make a good point here, and a brand like Pan Am will benefit from being one that represents a certain escapism for consumers – evoking memories of a time when we COULD go places and fly in a certain glamour and style, rather than what is it now, effectively being treated like cattle!

 

What have been some of the latest developments for Pink Key across the portfolio? There always seems to be a project on the go or news shared – how is the portfolio looking for this year and beyond?

You’re absolutely right,  we have got some really interesting developments currently going on. I think it’s safe to say that we have a project or at least one new licensee that we are excited about for each of our brands. The programmes are at different stages of development: some, like Kellogg’s, are quite mature with established licensees, so we are asking ourselves how to find opportunities in terms of products and territories where our representation could be better. Some, like Colman’s, are at very early stages, so we are appointing our first licensees in core areas like housewares. Pan Am is especially interesting as we are looking at ‘lifestyle’, and that may allow us to look at licensees in areas we’ve not really considered for our other brands, particularly as the brand has a unique combination of ‘cool’ and ‘heritage’ qualities.

One of the areas we are particularly keen on developing is the on-line distribution of our brands: the current crisis has exposed the over-reliance on ‘bricks and mortar’ stores. Whilst I don’t sense a sea change, I do think it’s accelerated the whole industry’s aspirations in this area and particularly the rise of ‘print on demand’.

As for our portfolio, well …. watch this space….

Talking about Pan Am specifically – what have been the latest developments for you guys here? What partnerships have you secured and in what categories? Are you pleased with the consumer/retailer reception to the brand?

There have been a few developments that have given us a bit of lift recently and this has meant that we are in a much better position to talk to people about product distribution. We were given an early boost by our apparel in H&M and our good friends at Nostalgic Art in Germany are distributing a great range of nostalgic gifting. As with all of our brands, it’s a slow build, however – but we like that.

We have some great licensees building a solid range of products across Europe, but one of the key developments is a new partnership which will see us seriously venturing into ‘print on demand’ with two new licensees placing product in a variety of on-line market places. It is hugely important for us to be able to reach Pan Am fans regularly through social media and allow them to get the kind of products they want whenever they want. One of these new licensees is about to launch a website called ‘Iconospheric’, a print on demand site dedicated to the kind of retro-cool product that Pan Am is so indicative of. We are really proud to be one of the first brands on the site when it launches in September.

 

Where would you like to take the Pan Am brand next? How do you think the licensing industry has evolved over the past 12 months, and where now do you think Pan Am sits within the lifestyle sphere?

I spoke to Stacy Beck who is VP of Brands and Licensing at Pan Am and her comments would also be mine:

‘Pan Am has traditionally been positioned as a heritage brand due to its over 90 year legacy as “The World’s Most Experienced Airline”. That said, there is a massive opportunity in the market to align Pan Am with a plethora of products and services that embody the highest level of quality, style, and innovation. It is innovation that we feel will provide the most opportunity going forward. With tourism still a massive part of global economies, travellers will be looking for a trusted partner in navigating the new normal of travel. From luxury personal travel accessories, to branded hotels, tours, digital apps, and travel concierge services, Pan Am can emerge as a beacon in a cluttered and mediocre marketplace. We are very excited for the next chapter in this legacy.’ 

 

How has Pink Key evolved and adapted to changing landscapes over the last 12 months? How do you maintain your strength of position in the market?

For us it’s about growing in line with our portfolio – we know the kind of brands that we are looking for. And I believe that’s what we are known for. We have not wavered in the last few years in our mission to develop solid programmes for brands that we love and that have longevity. As our brands have grown, we’ve put in the resource to support them. We’ve tried not to overstretch ourselves which is tricky sometimes when the success of a brand like SLUSH PUPPiE takes you by surprise.

Where do you think the future of the lifestyle licensing space is heading, and what role do you think Pan Am has to play in it?

I think the consumer is of the mindset to think about the things that the current crisis has taken away and there is going to be a tendency not to take these things quite so much for granted going forward. I think developments in the lifestyle space will reflect this, with people appreciating the finer things in life even more: Pan Am’s personality of glamour and a ‘better life’ is perfectly placed to reflect this and we are looking at products right now that will do just that.

 

What’s next for Pink Key now?

There are so many unexplored opportunities in our portfolio that all our time is being taken up maximising them to their full potential – but it doesn’t mean we won’t have a couple of new things ready to be announced very soon.