Sustainable fashion brand Supacult to debut at Licensing Expo

Supacult, a new sustainable fashion brand targeting the consumer-savvy and on-trend Gen Z consumer, will launch next week at Licensing Expo 2022 in Las Vegas. 

Lines from the Supacult range will be unveiled in the Products of Change Business Lounge over the course of the three-day show.

Supacult aspires to be a brand that is as sustainable as possible, focusing on the fashion conscious consumer who wants high-quality jersey-wear apparel that’s been ethically and responsibly produced. There will be six tees and sweats capsule ranges per year for men and women in a target age group of 15-35.  Supacult launches with its own DTC website and a select number of curated wholesale fashion accounts including Next and Zalando.

The designs are intended to be bold and bright, fusing the iconic artwork of pop culture with the world of on-trend fashion wear that is sustainably produced and easy to wear. Drawing upon the existing strong licensor partnerships already in place, Supacult designs will feature some of the world’s largest entertainment properties from Disney, Warner Bros. and global music artists in capsule collections that are both iconic and classic.

The product itself is at the heart of the Supacult brand. Blanks are sourced from a leading supplier which has been licensed under the Global Organic Standards (GOTS) since 2007 and manufactures organic, ethical and climate-neutral product produced exclusively from Indian cotton. With every item labelled as organic, the product blanks are produced in facilities powered by green renewable energy from low-impact raw materials, which adds to their sustainability manufacturing chain. Supacult’s exclusive product supplier has been the largest organic textile licensee of the Soil Association for the past five years, giving consumers the assurance and confidence that Supacult has sourced the best-in-class partner for its brand.

Once the blanks arrive at Supacult’s London production facility they are printed using water-based inks and printed as made-to-order garments.  Beyond this, all Supacult products are shipped using sustainable packaging, creating an entire process that is as sustainable as possible.

Commenting on the launch, Supacult managing director Rick Lowe says: “This is an exciting new move in the growth of our licensed fashion business; Supacult enables us to leverage our core business expertise and relationships, with a sustainable product offering for the discernible trend-led consumer. Our objective is to continually evolve our sustainability offering in line with market developments and consumer demand.”

George at Asda partners with Animal Planet for children’s clothing range

George at Asda, one of Britain’s leading retailers, has partnered with Animal Planet, a member of the Warner Bros Discovery family of brands, to launch a range of children’s clothing made from responsibly sourced materials.

The kidswear collection, which went on sale both online and in 450 selected Asda stores in the week preceding Easter, is suitable for all age ranges across baby, boys, and girls and comprises 26 SKUs. The partnership reinforces George’s commitment to providing customers with sustainable products and each item is sourced with more responsible fibres including cotton and recycled polyester.

The partnership was brokered by Warner Bros Discovery’s UK licensing agent, IPR Licensing, and the range was designed and manufactured by Poetic Brands, which specialises in licensed apparel and sustainable fashion lines.

The clothing itself features slogans encouraging kids to reconnect with the planet and animals, such as “Love Our Planet”,Be Kind” and “Wild One”, with all products designed using illustrations depicting various animals.

The launch has been supported by both partners including an on-air ad campaign on Animal Planet, a feature in the monthly issue of Animal Planet magazine, social media outreach and POS activity in stores where the range is on sale.

Jade Snart, Sustainability and Compliance Expert at George, says: “We’re extremely proud to have partnered with Animal Planet to launch an incredible range of children’s clothing this spring. It was clear from the beginning of the partnership that both George and Animal Planet share the same business values – trying to make our world greener!

“All of the products within the range have a sustainable element to them because at George we’re committed to doing the right thing by our customers and the planet.”

Ian Woods, SVP International Consumer Products at Warner Bros Discovery, adds: “We are extremely proud of this collaboration with George at Asda because it’s been a true partnership in delivering a clothing range that meets the objectives of both teams. The designs are fantastic, and we have high hopes this is just the beginning of a strong collaboration between Animal Planet and the George at Asda team.”

The George x Animal Planet collection is available online at george.com, and in selected Asda stores, with prices starting from just £4.

Baby Shark marks Earth Day with new series about climate change

In line with its mission to “make the world a better place with joyful content”, Baby Shark is continuing its efforts to motivate children and their parents to learn what they can do to take care of our planet.

To celebrate Earth Day 2022, The Pinkfong Company has released Earth Day with Pinkfong and Baby Shark, a brand-new playlist consisting of a climate change content series designed to inspire families to take small but significant steps to help protect the environment.

Featuring the beloved Pinkfong and Baby Shark, the 35 minute-long playlist contains 15 fun and engaging videos that educate viewers on the importance of preserving the Earth, and adopting habits to improve the environment. Through content such as The Scary Mr. Greenhouse Gas! and Buzzy Buzzy Bees, audiences will be able to learn how to reduce waste and emissions and conserve endangered species.

The full playlist will be available on Pinkfong’s YouTube channels in six languages, including English, Spanish, Korean, Chinese, German, and Portuguese.

In addition to the educational playlist, The Pinkfong Company is teaming up with A Plastic Ocean Foundation (APO), a charitable organisation in Hong Kong, to support Only One Ocean Flag Day 2022, a charity event to conserve the ocean hosted by APO. As part of the collaboration, The Pinkfong Company and APO has launched a series of high-quality flag stickers and collectibles, including the Baby Shark RPET Lunchbags made from post-consumer recycled PET bottles.

Kids Industries to reveal new research on sustainability at Brand Licensing Europe

Family-focused marketing agency Kids Industries (KI) is launching a new report today at Brand Licensing Europe (BLE) exploring the relationship children and their parents have with the environment.

Hot on the heels of COP26 and the announcement that Government is planning to change the primary curriculum to include climate change science and sustainability studies, the survey of 2,001 children and parents in the UK and US shines a light on current perceptions today and what families would like to see change.

It showed that the current understanding of climate concerns and topics is limited:

  • 65 percent of children aged 5-15 do not know what ‘sustainability’ means – this includes 80 percent of 5–7-year-olds and 50 percent of 12-15 year olds
  • 65 percent of children aged 5-15 do not know what ‘sustainability’ means – this includes 80 percent of 5–7-year-olds and 50 percent of 12-15 year olds
  • 87 percent of UK children don’t know what ‘greenwashing’ means
  • 86 percent don’t understand the term ‘bioplastic’
  • 42 percent of UK children are confused about environmental issues (this confusion reduces with age) – this rises to 53 percent amongst US children

Children do think the environment is important: 

While 63 percent of UK children (67 percent in the US) aged 5-15 believe our impact on the environment and wildlife is the most important issue we face today, the specifics vary by country.

In the UK, they are:

  1. Plastic waste (53 percent)
  2. Climate change (50 percent)

In the US, they are:

  1. Pollution (41 percent)
  2. Saving endangered species (39 percent)

Children are trying to do their part – even if it is small: 

  • 94 percent of UK children (92 percent US) have done something for the environment, most commonly recycling (63 percent UK, 36 percent US).
  • 83 percent of UK and US children US agree everyone can be environmentally friendly if they try hard enough.
  • 70 percent of UK children (76 percent US) agree it is important to them that their lifestyle is more environmentally friendly.
  • 69 percent of UK children (77 percent US) would do more for the environment if they had more time and money.

The circular economy and product reuse, recycle, repurpose

 It’s clear that plastic is still king, but planet-friendly toy options are catching up.

Plastic toys were the most popular toy category purchased in the past 12 months by UK parents (40 percent) and US parents (52 percent), followed by second-hand toys in the UK (37 percent) and wooden toys in the US (38 percent)

In the US, plastic toys are also the most frequently bought (32 percent) but in the UK, more parents buy second hand (25 percent) over plastic (22 percent).

What happens when toys outlive their use:

  • Thrown away and heading to landfill (14 percent UK/16 percent US)
  • Given to charity (32 percent UK/26 percent US)

Interestingly, 25 percent of UK parents said that they had bought a ‘sustainable’ toy in the past year (rising to 37 percent of US parents).

 What next? 

Parents want to see…

  1. Products that are easier to recycle (48 percent UK/41 percent of US)
  2. Cheaper sustainable product options (45 percent UK/32 percent US)
  3. Products that are easier to refurbish or fix (37 percent UK/35 percent US parents).

Gary Pope, CEO and Co-Founder at Kids Industries and Children’s Commissioner for Products of Change, commented: “The introduction of a new environment-based curriculum couldn’t come at a better time. Children need supporting in their knowledge of the issues at hand and what they can do to make a difference – never underestimate the power of collective responsibility. That said, parents don’t want more information, they want it to be easier and they’re looking for companies that can facilitate this.

“The demand for new solutions from children and their parents is evident – and just as recycling is at the forefront of children’s minds, it’s playing on their parents thinking, too, and best of all, it’s the easiest solution. There’s now a genuine desire too for toys that are produced more sustainably – a consciousness to see less waste. The toy industry has a responsibility to review these figures and adjust accordingly. The time to take action and listen to wants and desires in these areas is now.”

Meet Gary Pope at the BLE Sustainability Activation 17-19 November, ExCeL London. He is also presenting in the Retail Trends Lounge at 10am on Friday 19 November, which is accessible to retailers and press badge holders.

 

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BLE EXCLUSIVE: Sine Klitgaard Møller on the LEGO Group’s sustainability initiatives

The LEGO Group is participating in the BLE Sustainability Activation in partnership with Products of Change at Brand Licensing Europe 2021. The event runs in person from 17-19 November with follow-up online content launching 22 November and online networking taking place 30 November – 1 December. Registration is free at www.brandlicensing.eu

Ahead of the event, Sine Klitgaard Møller, Director Licensing & Extended Line Sustainability Transformation, the LEGO Group, outlines the measures the company has implemented to reduce its environmental impact.

The LEGO Group is being praised for pushing the sustainability agenda in the toy sector. Tell us what you’ve done and still plan to do.

At the LEGO Group, we want to play our part in building a sustainable future and creating a brighter world for children to inherit. We are guided by our Planet Promise, an approach built on the idea of leaving a positive impact.

When it comes to the environment, the LEGO Group is working to minimise the environmental impact of our operations and to make our products and packaging from more sustainable materials. In 2018, we launched our first bio-based elements made from sustainably sourced sugar cane. In 2020, we revealed and started piloting our new paper bags that will hold LEGO bricks in product sets. And earlier this year, we unveiled a LEGO prototype brick made from recycled plastic.

Within our licensing function, we’re working closely with the licensing partners on sustainability initiatives. Our big focus right now is to make our packaging more sustainable and to remove all single-use plastic. One example is the development of packaging guides for our partners, which include material guidelines, inspiration and ideas on how to remove plastic from designs.

We started looking at our licensing portfolio in 2019. We spent a lot of time educating ourselves and hiring experts. Understanding what our environmental impacts were and their magnitude was the first step we took. We then had to prioritise our efforts, as the list of potential projects kept growing, and ultimately, we built a strategy.

Today, we’re at a point where our understanding is deep, and we have created a systematic approach to sustainabiltiy in our licensing portfolio. And we are bringing our partners along on the journey with us. For example, we’re asking them to report through CDP as part of the LEGO Group’s supplier Engage-to-Reduce programme. We are also looking to create more playbooks to help guide our partners on, for example, their product materials challenges.

Do you have key performance indicators that you can share with us?

The targets that are most relevant to my work are firstly, our ambition to remove single-use plastic and transition to more sustainable packaging by end 2025, and secondly, our science-based CO2 target to reduce emissions by 37% by 2032, compared with 2019, which not only covers our own operations but also the supply chain – and includes all of our licensing partners.

What can other brands, manufacturers and retailers learn from LEGO Group’s experience when it comes to sustainability?

I think we can all learn from each other, as it is such a complex agenda to grasp. One thing is for sure, no one can ignore the climate crisis and carry on with business as usual. We must each be open to learning new ways and challenge ourselves to find solutions to the changes we must implement.

My biggest learnings personally came through educating myself on climate change and circular economy principles and understanding the need to partner with environmental experts on my projects. I’m also lucky to work for a creative brand where creative thinking is baked into the way we work.

What will visitors to Brand Licensing Europe see from the LEGO Group in the Sustainability Activation? 

We are excited to share the first brown reduced-print ADIDAS x LEGO shoebox, LEGO CITY bedding with no single-use plastic and a reduced-print packaging card, made by Character World for JYSK, and a LEGO Brick Backpack made from recycled PET plastic bottles, by Carry Gear Solution.

What’s the one message you’d like the licensing industry to take away from visiting you at BLE? 

We want to inspire others to get started on their sustainability journey if they have not already done so. We also want to encourage our peers to join forces and work together, so that we can all learn from one another. Sustainability will be the licence to operate and a requirement of how we do business in the future, which is why it’s so important for us to act now.

What’s the one message you’re sharing with kids – big and small – about sustainability through the LEGO Group? 

The LEGO Group have a responsibility to take urgent action and protect the world that children will inherit. And we’re working hard to play our part in building a sustainable future.

We also believe that children’s voices on sustainability need to be heard, and we want to help give children a greater platform. For example, at COP26, the LEGO Group shared Building Instructions for a Better World with decision makers, informing leaders what young people believe need to happen if we’re to tackle the climate crisis and create a more sustainable future.

 

Sky’s Obki ties up with Products of Change to launch sustainable character merchandise

With Brand Licensing Europe just around the corner, Products of Change has announced the launch of a truly sustainable brand champion for the community and planet.

Obki on Sky Kids will be a leading force in driving the sustainability agenda on a global platform through a series of worldwide licensing deals via newly signed licensing agency the Radius Group. Launching at The Brand Licensing Europe Show on November 17, supported by Products of Change, Obki will bring together the most sustainable companies to curate a range of brand lifestyle products, including apparel, plush, toys, food, drink and publishing for children.

The cartoon series on Sky Kids features Obki, a loveable alien, on his journey to be a positive force for good on Earth. The show is part of Sky’s campaign to be net zero carbon by 2030 and its commitment to encourage its customers to #GoZero, by using its content and channels to raise awareness of the climate crisis and inspire viewers with actions they can take to protect the planet.

Products of Change is a global educational hub aimed at driving sustainable change across consumer product markets and beyond and will highlight the inroad that Obki on Sky Kids is making as a sustainable brand. With growing numbers of shoppers calling on retailers, brands and governments to implement change from Cop26, Obki is working with Sky Zero and Products of Change as part of its strategy.

Global licensing expert and CEO of the Radius Group, Damian Hopkins, says: “Obki has a unique ability to command the most sustainable licensing partners and influence what toys, clothes and food consumers buy and how they use their purchases at home. Obki will lead by example, driving change in the character licensing industry, by collaborating with licensees and partners to deliver products with sustainability at their core.”

Obki founder Amanda Evans coined the term “small step sustainability” – the notion that providing customers with a wide range of branded goods that they know and trust as being truly sustainable will make it easier and quicker for them to make multiple sustainable decisions, both in store and at home.

For 2022, Obki will focus on being the voice of positivity and proactivity in the face of climate change doom and gloom and communicate that small changes make a big difference. Customers will be able to view Obki on Sky Kids and obtain detailed information about the sustainability credentials of Obki’s food, clothing, toys or homewares that they are purchasing.

Amanda says: “We want to educate consumers about Obki’s sustainability principles and how they can shop more ethically and reach for the product that they know is better for the planet. Retailers will then be able to shift ethically minded consumers towards these products. Obki will become an active ambassador for climate change by inspiring the next generation to be environmentally intuitive in their thinking and decision making.”

Helena Mansell-Stopher, CEO and founder of Products of Change, says: “Obki is an example of a brand that embeds sustainability into its thinking and operations. To see the ambitions of the team to build a truly sustainable licensed brand from content to product is pretty phenomenal, as well as incorporating a large proportion of the UN 17 Sustainable Development Goals within its sustainability framework. It is a real honour to be working with such a progressive team at Obki to bring this to life, and I am really looking forward to watching its success around the world.”

OBKI was screened at COP26 at a special event called ‘World Leaders Listen Up’ and Obki’s animator Simone Giampaolo was chosen as a UK Government ‘One Step Greener’ Ambassador.

 

Autumn Fair launches its own app to help visitors ‘discover more’ at next month’s trade show

Sustainability and Made In Britain Product Trails are listed among the features of an official app being launched by Autumn Fair and the show’s organisers this year, as the Birmingham retail trade show prepares to get underway early next month.

The new app has been designed as an easy-to-use digital show guide to give visitors more information ahead of the show in order to help them get the most out of their visit and aid with on-site navigations. The app users AI technology to offer product recommendations based on unique interests.

It also enables searches for exhibitors to find out their stand number and location, while the built-in interactive floor plan map helps visitors navigate their way around the show and the featured Sustainability and Made in Britain Product Trails.

It can also bookmark and save exhibitors, products, and seminars from the theatre timetable to individual profiles. All registered visitors get instant access to the app, visit https://www.autumnfair.com/show-app-visitor.

Thousands of buyers have already pre-registered for Autumn Fair indicating the appetite for the exclusive product and content that the show is renowned for. Sought-after new brands to the Gift sector include Rex London who is celebrating its 40th anniversary, Allied Imports which is showcasing Orla Kiely for the first time, as well as Find Your Glow, Opticaid, Grange Street, Potter’s Crouch, Scentiment Gifts, Welsh Connection, Bispol Candles, Go La La, and The 3D Factory.

In a new direction for its global business, accessories brand Claire’s will showcase its latest trend collections within its concession space model which offers over 10,000 SKUs, as well as fixtures and staffing. Arts on Scarves launches its new scarf range and designs for the first time at Autumn Fair. The Seed Card Company launches a stunning new greeting card collection called Nature Always Wins and its new post-consumer waste Christmas wrapping paper designs which coordinate with the Christmas card collection, and Ceramic Design Heritage offers a first view of its bespoke heritage collection.

Autumn Fair continues its long-standing partnership with Theo Paphitis’ #SBS Small Business Sunday, supporting small independent businesses as they launch into the marketplace. Visitors will be treated to these 11 incredible up and coming designers and brands: Bring A Book to Life, Arcform, Alexia Claire, Kind2, Zac & Bella Fashion, Cushy Paws, Kate O’Brien Art, Lizzie Martell Illustration, Rose May, Canterbury Brewers, and Leo Charley & Me, as they make their first steps into business.

The Gift First areas will house more new and first time exhibitors in the form of Amaura London, Crafty You Crafty Me, Katherine Sheard Art, The Candle Brand, UK Telescopes, and Ibadah London. Amaura London’s eco home fragrances are luxurious, sustainably made, mood-boosting and lovingly hand-poured in the UK.

For those sourcing Sustainable and Made in Britain gifts, the app encourages visitors to use the Products Trails to discover brands including The Sugar Shed, Bumble Wrap, The Beeswax Wrap Company, The Giggle Gift Company, Pintail Candles, and St Eval Candle Co.

Meanwhile, for buyers looking for new toys and gadgets, a host of leading brands will be on show including Rainbow Designs, House of Marbles, Winning Moves, Keel Toys, TY UK, Cheatwell Games, Thames & Kosmos, Rachel Lowe, Grossman, Whitehouse Leisure, Kidicraft, Alphabet Jigsaw, Child’s Play International, Squelch, Bakedin, Craft Buddy, GetRetro, and Cartamundi UK.

Showing for the first time at Autumn Fair are Jigsaw Puzzles, Bachmann Europe, SES Creative, Click Europe, and Willsow. Within Toy First, an introductory new platform for up-and-coming designers, buyers will discover MAI clothing, Fabula Toys, Treasure Map Trails, and Colour Chronicles.

Mattel partners with contemporary artist and activist Shepard Fairey to launch environmentally focused UNO

Mattel has partnered up with the renowned contemporary artist, activist, and illustrator, Shepard Fairey for the release of a new UNO deck made with sustainable materials and themed around the artist’s environmental activism.

The new deck has been designed by both Fairey and the UNO team at the artist’s LA studio, Studio Number One and features new, original environmentally-themed art in Fairey’s iconic graphic style and design elements. These elements include a consistent illustration style and colour palette to mirror the artist’s signature style.

The latest in Mattel’s UNO Artiste Series, the new launch – housed on Mattel Creations – joins a line up of previous artists to have featured in the UNO series, including Jean-Michel Basquiat, Keith Haring, and Nina Chanel Abney.

Shepard Fairey’s collaboration with Mattel sees the toymaker deliver an UNO deck made entirely with sustainable materials, including recyclable cards, a paper belly band around the cards, wood-free paper for the instruction sheet and the removal of all cellophane wrapping.

This special deck follows an earlier launch of UNO Nothin’ But Paper, recognised as the first fully recyclable UNO deck that did away with its cellophane packaging materials as part of the brand’s plan to remove the cellophane from 100 per cent of standard, paper-based decks in 2021. This is also in line with Mattel’s goal to achieve 100 per cent recycled, recyclable, or bio-based plastic materials across its products and packaging by 2030.

To take the partnership to the next level, Mattel is also making a donation on behalf of Fairey to Ocean Conservancy, a nonprofit organization dedicated to protecting the oceans through federal and state legislation, in support of his initiatives.

Fashion statements | WildBrain CPLG explores how the post-pandemic world of licensed fashion has shifted gear

With the world beginning to reawaken and emerge from its pandemic slumber, so too is the world of fashion switching gear, slipping out of its comfy bagging clothing and back into a wardrobe designed for life outside, once again. However, notes Pau Pascual, VP Southern Europe and MD of Iberia and MENA, at WildBrain CPLG, the ever-moving fashion scene hasn’t emerged untouched by the shift in consumer sensibilities. Not by any stretch of the imagination.

Here, WildBrain CPLG’s Pascual talks us through the key trends to be hitting the post-pandemic licensed fashion space.

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Last year, as with many changes brought about by the pandemic, we saw significant shifts in the world of fashion, particularly in purchasing choices. With much of the world working from home, consumers were prioritising clothing that was comfortable because this became the new daily wardrobe for many, and so there was a swing from retailers to embrace this trend and offer more in the way of casual and sportswear.

However, now with the world starting to open up again, many consumers are looking to inject freshness into their wardrobes and retailers are looking to keep their offering engaging, relevant and fun. Below are five key trends that we’re seeing in the fashion space at WildBrain CPLG, exploring how these are being adopted by brand owners: 

Varsity Back in the Spotlight 

We’ve seen varsity and US college-inspired products, both in the mass market and high-end fashion space, for many years now, but in 2021, the presence of styles that take inspiration from iconic US institutions and their merchandise – such as the baseball ‘letterman’ jackets – has really accelerated. 

There was certainly a large halo effort from Hedi Slimane’s spring ‘21 menswear collection for Celine, which included varsity jackets, along with other varsity-inspired trends, from baseball caps and high-top sneakers to sweatsuits and track shorts, that we’ve seen trickle down to the high street. This trend has also been fuelled by TV shows, such as the Gossip Girl reboot and Riverdale, that have played a key part in bringing varsity style fashion back into focus. Also, the portrayal of Princess Diana in the latest season of The Crown has drawn renewed attention to her fashion looks, including her iconic Philadelphia Eagles varsity jacket. 

Many licensed properties are leaning into this trend and providing their own fresh takes, such as with the beloved Peanuts brand we represent and its many ranges with Inditex. We also represent several iconic institutions themselves, including Harvard and Yale universities, and are seeing great interest in these brands.

Retro Gaming 

Another fashion trend that has been around for a little while but is now stepping up a level, is the use of retro gaming brands, such as Nintendo, and our very own Tetris, Space Invaders and Sonic. As platforms have evolved over the years, these games have been played by multiple generations in many different ways – from the original arcade and console games, and now on tablets and mobile devices – and so they bring wide brand recognition across multiple demographics. 

These properties also offer a real sense of fun and playfulness, as well as tapping into the spirit of nostalgia and evoking the spirit of the ‘80s and ‘90s, which is proving to be really appealing to the millennial generation. More generally, the distinctive graphics are a hit with fans of strong visual styling. 

In particular, we’re seeing these brands enjoy great success with footwear collaborations, such as the deal we recently secured with premium Dutch footwear brand Floris Van Bommel for a Spring/Summer capsule collection inspired by Space Invaders. We often see a ‘30-year-cycle’ where kids who grew up with the IP are now in a position to buy something special that reminds them of their childhood and we see this as a real driver of the trend.

Vintage Brands Applied to Lifestyle 

Also in the vein of millennial and Gen Z nostalgia, we’re increasingly seeing the use of vintage brands applied to lifestyle products within fashion, for example, the new capsule collection inspired by the iconic Fruit of the Loom apparel brand that’s recently launched at Zara. There’s also a lot of interest in brands such as Technics and Kodak, as well as heritage sports brands like Prince and Kappa. 

The fashion industry often aims for the surprise factor by reviving brands that used to be the ‘coolest ones around’ and using them to create a flashback moment during which consumers are reminded of something they’d perhaps long forgotten. This type of licensed collaboration really gives consumers a chance to relive their memories of a certain brand and, although the product may now appear in a different form, it offers them a chance to once again buy something from a brand they loved when they were younger.

Care for the Planet, Ourselves and One Another 

Across all stages of fashion, there is an increased commitment to more environmentally friendly practices and choices – starting right with the manufacturing processes and the raw materials that are being used. The industry is striving to embrace the ‘circular’ economy with reusing and recycling being the top priorities, and this is already happening across many of the big fashion retailers. Many new fashion companies are also solely working with recycled materials and within this type of circular economy. 

Environmental sustainability is also being applied directly to the messaging of products, such as Ecolaf with its ‘There’s No Planet B’ campaign. We also recently worked on a fantastic collaboration for Peanuts Worldwide with the luxury eco-sustainable apparel brand, Vayyu. To mark Earth Day, Vayyu launched its first licensed collection, which featured Charles M. Schulz’s classic Peanuts characters and included garments designed by students from Nottingham Trent University. This was all part of Peanuts Worldwide’s “Take Care with Peanuts” initiative, a global multi-year enterprise encouraging everyone to take care of themselves, each other and the Earth.

As well as embracing the growing interest in caring for the planet, licensing trends are also capturing the zeitgeist within the fashion space for care and kindness – as we emerge from the pandemic with a renewed respect for one another and our world. This is coming across in apparel that brings in messages of acceptance and inclusivity, as well as encouraging individuals to express themselves freely. A great example of this is WildBrain’s recently launched Teletubbies adult fashion collection for 2021 Pride Month, which incorporates a theme of ‘Big Hugs, Big Love’ and celebrates the importance of self-expression in an uplifting way. The collection’s proceeds will also benefit GLAAD to support its culture-changing work to accelerate acceptance for the LGBTQ community. 

In a more visual sense, we’re seeing many floral and colourful patterns as consumers embrace fun, playful prints to counteract the difficult period we’ve been living in.

Art, Graphics and Museums 

Finally, there’s been a continuing trend for many years for fashion partnerships inspired by art brands, particularly when there’s an anniversary from artists and museums to be celebrated with supporting merchandise. 

This trend has ramped up recently, with many well-respected artists and museums being a key focus for licensed collaborations. Some recent examples include Zara launching a menswear collection inspired by the “El Prado” Museum in Spain as well as a range for the Sistine Chapel, and Pull & Bear collaborating with Tate Modern. Licensed collaborations offer consumers another – often more affordable – avenue to own a ‘piece of art’ from their favourite creators and build this into their daily lives. 

Crayola and OceanX | “We’re encouraging partnerships to have a profound impact on supporting our planet”

The global non-profit ocean exploration organisation, OceanX has expressed its hope that its new partnership with the children’s arts and crafts brand, Crayola, will inspire more collaboration between brands and conservation groups.

The pair joined forces earlier this month to launch a new range of crafts kits to the US market, each designed to educate and inspire the next generation of ocean explorers and conservationists by blending hands-on creativity with a digital experience.

Titled The Crayola Experience Home Adventure Ocean Edition, the kits aim to ‘bring the wonder of the sea into homes across the US,’ by guiding children through a learning experience spanning the five layers of the ocean. Crayon characters will take them on their journey as they create a series of crafts inspired by sea creatures.

The education experience will also engage kids with its interactive video content, featuring nine activities including a drawing tutorial led by a Crayola designer.

Mark Dalio, founder and creative director at OceanX, told Licensing.biz that the hope is the partnership between the two will “encourage other companies and organisations to think about how they can creatively collaborate” to “have a profound impact on supporting our planet.”

He said: “This partnership exists at the intersection of Crayola’s creativity and youthfulness and OceanX’s mission to share the wonder and beauty of the ocean with the world. It’s always been our goal to put audiences in the front seat of exploration, and partnering with Crayola will help us spark a lifetime of interest, curiosity, and love for the ocean.

“Crayola is one of the world’s most renowned family brands, trusted by parents and educators everywhere to use its signature thoughtful, colourful creativity to educate and inspire children.

“This partnership illustrates Crayola’s role in highlighting important issues facing our society while also inspiring the next generation to be stewards of our planet’s most treasured natural resource.”

Designed to inspire environmentalism and conservation, the Crayloa and OceanX collaboration has also launched an immersive experience across the Crayola brand’s own physical Experience attractions in the US.

The message, says Crayola’s executive vice president and general manager of Crayola Attractions and Retail, Victoria Lozano, is “consistent and congruous” with the brand’s mission to “help parents and educators raise creatively alive kids and inspire the next generation.”

Lozano told Licensing.biz: “This includes teaching them to preserve the world in which they will live in as adults. Our partnership with OceanX will help us create content and engaging experiences to accomplish that through cultivating a sense of wonder for the mysterious playground of the deep blue.

“This partnership will continue to develop creativity products and educational content to bring to kids everywhere.”