Retail Merchandiser - September/October 2016 - Global Sensation - M16


COVER STORY
Thoughtful Approach
The Licensing Shop oversees licensees in the
United States and Canada while Bulldog Licensing focuses on the U.K. Both licensing agents
had worked with Moose Toys and found
a way to rekindle that partnership with
Shopkins because it was the collectible
toy brand they both wanted to be part of.
"Moose came to us and we saw amazing
characterization, a market, repeat cause to
action and media," Bulldog Licensing Managing Director Rob Corney says. "Moose is a
long way ahead of the competition. It's not a
bunch of plastic collectibles; this is a massive
toy concept with characterization and social
media following that sets itself apart from
anything else out there."
Both boutique-style licensing agents have
put communication with licensees among their top
priorities. Corney founded Bulldog Licensing a decade
ago because he saw the need for more direct communication that resulted in retailers making informed
buying decisions, which is exactly the model he
continues to deliver today. "We take a retail-first
approach and the licensees benefit," he adds. "We
have close relationships with licensees and retailers. Moose

and our company share similar brand values when it
comes to business, and it's nice they have maintained that warmness you feel from a privately
owned brand."
"When I first saw Shopkins, I told my
wife and business partner, Nancy, that I
found the property we have been looking for for 10 years," Fowler remembers.
"I had a gut instinct on it and I've turned
down a lot of different brands, but fortunately never turned down the next big thing. We
saw the potential and at the time there
was less competition in the girls' space -
there was a window for it."
The Licensing Shop let Shopkins speak for itself among licensees. The brand established itself as
a collectible toy that could support a
long-term licensing program. "We didn't pitch
Shopkins at Licensing Expo in 2014 because the
toys just launched and we didn't want to explain
what the brand is or sell an unproven license," Fowler
explains. "We really built the brand around the toys
and in late fall 2014 we went out after our launch
categories. We planned our rollout over a matter of
years and because it is a toy-driven brand we started in the
publishing category with books, magazines, board games
and puzzles."

Controlled Licensing

Making Memories

Moose Toys says it is in the business of making children happy.
Its products are sold in more than 80 countries and the global
organization prides itself on innovation, design and quality. "The
award-winning company is known for developing, designing and
distributing toy and lifestyle products around the globe for children of all ages and the young at heart," the company says.
Moose prides itself on taking its brands from product design
and development to market. The company says that it enables it to
create and launch innovative brands that reach its target audience
in a fun and impactful way that gets results. Today, Moose is one
of the top-five toy companies in the United States and in Australia.

16

RETAIL-MERCHANDISER.COM

September/October 2016

The Licensing Shop and Bulldog Licensing experienced
different responses from licensees when it came to licensing the brand. "It's been a dream brand," Corney says. "It
hit the market and took off really quickly. Buying teams
were very receptive and we communicated the strength
of the property
to the relevant
ABG Accessories
buyers in the
ABG Accessories is proud to be a part of
categories."
the Shopkins family. Together we have
The Licensing
created innovative designs, top selling
Shop's biggest
product, and lasting impressions with our
challenge in the
consumers. Like Moose, ABG is also family
owned and operated with a strong history
beginning was
spanning over 50 years in the industry. We
getting buyers to
offer a dynamic creative team, a customerbelieve a collectfocused sales team, and manufacturing
ible toy brand
that delivers quality goods on time. ABG
would succeed.
and Shopkins combined are a force to be
reckoned, always ahead of trends and
"Not everyone
fashion forward. Congratulations on all of
accepted us and
your accomplishments! We look forward to
we struggled
our continued success and growth with you!
in the apparel


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2016 - Global Sensation

Retail Merchandiser - September/October 2016 - Global Sensation - MCover1
Retail Merchandiser - September/October 2016 - Global Sensation - MCover2
Retail Merchandiser - September/October 2016 - Global Sensation - M1
Retail Merchandiser - September/October 2016 - Global Sensation - M2
Retail Merchandiser - September/October 2016 - Global Sensation - M3
Retail Merchandiser - September/October 2016 - Global Sensation - M4
Retail Merchandiser - September/October 2016 - Global Sensation - M5
Retail Merchandiser - September/October 2016 - Global Sensation - M6
Retail Merchandiser - September/October 2016 - Global Sensation - M7
Retail Merchandiser - September/October 2016 - Global Sensation - M8
Retail Merchandiser - September/October 2016 - Global Sensation - M9
Retail Merchandiser - September/October 2016 - Global Sensation - M10
Retail Merchandiser - September/October 2016 - Global Sensation - M11
Retail Merchandiser - September/October 2016 - Global Sensation - M12
Retail Merchandiser - September/October 2016 - Global Sensation - M13
Retail Merchandiser - September/October 2016 - Global Sensation - M14
Retail Merchandiser - September/October 2016 - Global Sensation - M15
Retail Merchandiser - September/October 2016 - Global Sensation - M16
Retail Merchandiser - September/October 2016 - Global Sensation - M17
Retail Merchandiser - September/October 2016 - Global Sensation - M18
Retail Merchandiser - September/October 2016 - Global Sensation - M19
Retail Merchandiser - September/October 2016 - Global Sensation - M20
Retail Merchandiser - September/October 2016 - Global Sensation - M21
Retail Merchandiser - September/October 2016 - Global Sensation - M22
Retail Merchandiser - September/October 2016 - Global Sensation - M23
Retail Merchandiser - September/October 2016 - Global Sensation - M24
Retail Merchandiser - September/October 2016 - Global Sensation - M25
Retail Merchandiser - September/October 2016 - Global Sensation - M26
Retail Merchandiser - September/October 2016 - Global Sensation - M27
Retail Merchandiser - September/October 2016 - Global Sensation - M28
Retail Merchandiser - September/October 2016 - Global Sensation - M29
Retail Merchandiser - September/October 2016 - Global Sensation - M30
Retail Merchandiser - September/October 2016 - Global Sensation - M31
Retail Merchandiser - September/October 2016 - Global Sensation - M32
Retail Merchandiser - September/October 2016 - Global Sensation - M33
Retail Merchandiser - September/October 2016 - Global Sensation - M34
Retail Merchandiser - September/October 2016 - Global Sensation - M35
Retail Merchandiser - September/October 2016 - Global Sensation - M36
Retail Merchandiser - September/October 2016 - Global Sensation - M37
Retail Merchandiser - September/October 2016 - Global Sensation - M38
Retail Merchandiser - September/October 2016 - Global Sensation - M39
Retail Merchandiser - September/October 2016 - Global Sensation - M40
Retail Merchandiser - September/October 2016 - Global Sensation - M41
Retail Merchandiser - September/October 2016 - Global Sensation - M42
Retail Merchandiser - September/October 2016 - Global Sensation - M43
Retail Merchandiser - September/October 2016 - Global Sensation - M44
Retail Merchandiser - September/October 2016 - Global Sensation - M45
Retail Merchandiser - September/October 2016 - Global Sensation - M46
Retail Merchandiser - September/October 2016 - Global Sensation - M47
Retail Merchandiser - September/October 2016 - Global Sensation - M48
Retail Merchandiser - September/October 2016 - Global Sensation - M49
Retail Merchandiser - September/October 2016 - Global Sensation - M50
Retail Merchandiser - September/October 2016 - Global Sensation - M51
Retail Merchandiser - September/October 2016 - Global Sensation - M52
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