The results of the Gift of the Year first round, online judging were announced on Wednesday (4 January), with Ian Downes, who runs independent brand licensing agency, Start Licensing, on the judging panel for the second time.
“Once again, I found it a really worthwhile experience, with judges reviewing entries in a number of categories with the objective of building a shortlist for each one. The products will then go on to be judged at a live judging session across all four days of Spring Fair, which takes place at the NEC from 5-8 February.
The Gift of the Year competition is a very well organised event, and one that shines a very worthwhile shaft of light on the gift sector and gifting companies. From my perspective, I have found it very encouraging for the licensing industry, as licensing-led products feature prominently on the various shortlists. This should give encouragement that well developed licensed products can work in the gift industry.
A common theme among the licensed products on the shortlist seems to be that they have been developed in a bespoke way, with specific consumers and retailers in mind. The license is an integral part of the product rather than just a badge added to a standard product.
Unsurprisingly, the Gift of the Year category that is dominated by licensing is the Branded Gift one. In itself it is a good barometer for how there are a variety of ways of using licensing, and that there are different styles of licenses available. Nominated products include Taskmaster The Secret Series Game based on a popular TV gameshow ; Minecraft Fine Tip Pens based on a computer gaming license ; a Build Your Own Wallace & Gromit Rocket from Build Your Own Kits featuring a classic animated series, and a range of Emma Bridgewater gift lines based on designs from the well-established designer.
These examples underpin the fact that specific licenses can be chosen and developed in a focused way by gifting companies. Increasingly, brand owners are happy to work collaboratively with licensees in terms of product development, design and NPD. There is a greater understanding of working in partnership, and also an acceptance that the insight from category experts can add value to a licensed product range.
The other thought that occurred to me when reviewing the shortlists is how licensing can add value in terms of delivering an audience and, in lots of cases, ready made opportunities for digital marketing. In a crowded marketplace, licensed products can stand out.
Licensing-led nominations featured in other categories beyond Branded Gift which further suggests that licensing and licensed products are having an impact in the gifting sector. For example, in the prestigious My Gift of All Time category, licensed ranges featuring William Morris, the RHS and Paddington Bear are on the shortlist, while in the Novelty gift category, Pot Noodle makes an appearance with Kimm & Miller’s Bombay Bad Boy Spinning Fork Gift Set being nominated, while Harry Potter features in the Festive Gifts category.
It will be interesting to see how the licensed products fare in the final judging, but there are enough licensed lines on the shortlists to give the licensing industry encouragement that it has a real role to play in the gift sector and, conversely, maybe it’s time for some giftware companies to reconsider their attitude to licensing.
Given that we are entering a new year, I thought it might also be an appropriate moment to make some observations about trends in the licensing industry that are worth noting with regards to planning this year, and where there may be new opportunities emerging to engage with the licensing industry.
A big growth area in licensing is ‘live’ licensing – with exhibitions, events, concerts and theatre shows becoming a more regular feature of licensing programmes. In turn these kind of activations often have retail shops associated with them which are looking for licensed products to sell. In my experience, licensees such as Half Moon Bay are finding accounts like this a welcome boost and good additional business.
A second trend that seems to be growing and firming up is the opportunity to create special or limited edition products for fan communities. This is working across categories and genres, but there is definitely an appetite for products that help extend the fan experience. Organisations such as the Royal Mail and the Royal Mint have recognised this and have released a number of products that are targeting fan communities.
I would also flag up that licensed gift products can open up new distribution opportunities and create new ways of engaging with retailers. I have recently noticed The Carat Shop’s Harry Potter gift range in WH Smith, and that this range is being promoted with kerbside posters outside shops. Well-known brands can give retailers fresh momentum and marketing ammunition.
A final thought is that IP owners are open to talk to new , start up or ‘young’ businesses – they are keen to enter new product categories and to be associated with innovative products. It is worth having a conversation to explore ideas but, in this context, be prepared to share your thinking on design, product ideas and route to market.
Licensing provides a range of opportunities and it is worth exploring these with an open mind as the Gift of the Year nominations show licensing is a very credible option for gifting.”
Top: Ian Downes runs Start Licensing, an independent brand licensing agency.
