Retail Merchandiser - September/October 2016 - Global Sensation - M18


COVER STORY
category," Fowler admits. "We chased
the best-of-breed licensees, but a lot
of people didn't believe a collectible
toy brand could translate and have
longevity. Our success today really
has proven it's a lifestyle brand. We
have been quite pleased with the
results of the licensing program."
Today, The Licensing Shop has
75 licensees covering a wide range
of products and next year plans
to grow even more by reaching
80 different categories. Bulldog
Licensing has 40 licensees, which
Corney says is a very substantial
program when you consider the size
of the U.K. "The key thing is to not
over-proliferate or take it into irrelevant categories. You
need to consider: Does the licensed product help maintain
your brand?" he asks. "Or does makes the consumer think
you are trying to fleece them for every penny."
Girls ages six to eight years old are the brand's target demographic, and both licensing agents have held firm on that when

it comes to adding licensees. "We could
have been really greedy and blown this
out very quickly to 200 licensees in the
U.S. and Canada," Fowler admits.
"But there are a lot of categories we
haven't licensed out and are sticking
to that demographic."
Of course, Shopkins has fans
of all ages, but the licensing agents
found this age range to be the most
beneficial to its licensing program.
"Six to eight year olds have a very
different play pattern compared to
a four-year-old," Fowler explains.
"They understand the collectible part,
know what the number 148 means,
understand the quirkiness of the character names and
can appreciate the humor. And they know what limited
edition and rare means. We know further down the track
it will eventually age down and there will be a plan to help
support that when it does transition."
Bulldog Licensing and The Licensing Shop are seeing
tremendous growth with Shopkins. Bulldog has licensees
launching at the end of this year and expects growth to
continue as Shopkins is the No. 1 girls brand in the U.K.,
Corney says. "We expect significant growth for years to
come," he adds. "We have to make sure it's going out to the
right age consumer with the right designs. Most licensees
are taking their products to market expecting it to be No. 1
because they have seen the evidence."
The Licensing Shop in 2017 will launch consumables
and has partnered with major household name brands that
Fowler could not share at this time. The company says the
brand will get into live theater events and a number of new
categories soon. "This year has been a big growth year, but
2017 will be our biggest growth year," Fowler believes. "We
did just win in June the 2016 LIMA Award for the top
character toy brand, which is industry recognition that this
is a global brand that has done well."

"

Globally, children have
related to it. Every kid
loves a surprise and
our price points work
in all markets.

18

RETAIL-MERCHANDISER.COM

September/October 2016


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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