‘How to… for
the domestically inept’ wins License This!
final at Brand
Licensing Europe 2011 - Irreverent
cartoon series inspired by airline instruction cards selected as the
new concept
with the greatest licensing potential - - ‘How to…’
wins a fully-furnished stand at Brand Licensing Europe 2012, worth around
£5,000, and the chance to showcase their property to
over 6,000 retailers, manufacturers and sales promotion professionals
- Olympia, London, Thursday 20 October
2011 – ‘How to…
for the domestically inept’, the cartoon series by novice licensor, giftware
retailer Sarah Watts, has won the final of License This! at Brand
Licensing Europe 2011, the only pan-European event dedicated to
licensing and brand extension. Aimed at licensing entrepreneurs, the
second annual Dragon’s Den-style challenge was the highlight of the final day,
as the show comes to a close after three very exciting
days. Inspired by airline instruction
cards, the irreverent cartoon strips captured the imagination of the judging
panel and audience alike. Over 100 licensing agents, retailers, promoters and
visitors packed into the Licensing Academy for the third day in a row, eager to
get a first look at new and exciting concepts for the future of licensing.
‘How to…’ competed against four other finalists
– ·
Jacky
Al-Samarraie Landscapes, presented by Jacky Al-Samarraie, who portrays British
rural and urban landscapes in silhouette and vibrant block
colour ·
Little
Godz, presented by Peter Rohde, based on the gods of Asia, presented in a
colourful and contemporary way to appeal particularly to
children ·
Marsh
Mellow, presented by Sarah Lawrence, featuring a band of brightly coloured,
cheeky characters living in a candy-filled world ·
Turizmo,
presented by Jane Evans, combining sci-fi and fantasy in a series of fighting
versions of real car models targeted at boys ‘How to…’ has won a fully-furnished stand at
Brand Licensing Europe 2012, worth around £5,000, and the chance to showcase the
property and seek opportunities amongst over 6,000 retailers, manufacturers and
sales professionals who attend from more than 60
countries. Sarah Watts said of her License
This! win today:
“I can’t believe I have won License This! I had the idea for ‘How to…’
nearly five years ago, but didn’t know how to develop it or bring it to
market. A few months ago a contact of mine recommended I look into coming along
to Brand Licensing Europe, so I took a stand, entered License This! and
here I am! This means I am coming back next year and the contacts I have made
today mean I can develop this concept.” Andrew Kerr, managing director of
Aoh!K Commercial Limited, chair of the judging panel said: “We were very excited to find a
smart, confident and original property. ‘How to…’ is applicable to host
of product categories, making it commercially viable right
now.” License This! is an opportunity for those with a
brand new creative concept to break into the licensing industry. Brand extension
is a global business worth $191 billion at retail through merchandise such as
clothing, stationary, toys, games, books, DVDs and collectables. The finalists
are all owners of a new property looking for partners to help create revenue
streams. Last year’s winner, Animaru - the
Japanese-inspired graphic design concept by UK artist Sophie Hinton - took to
its own stand at the show this year, with aplomb. The win in 2011 has given
Animaru the business boost it needed, now boasting new characters, a new
website, style guide and new range of Greeting Cards themed around specific
holiday periods such as Christmas and Valentine’s Day. A range of children’s
books is currently being developed for release in future. Noel Hinton, managing director of
Animaru said: “We
have been really pleased at how Animaru has taken shape over the past twelve
months. It has been a very exciting time since winning License This! and
we truly believe we are in a position to attract major
licensees.” The five entrepreneurs pitched to the
judges in front of a live audience. The panel included Kerr; Oliver Dyer,
managing director of Skew Studio; Eric Huang, publishing director media and
entertainment, Penguin Group; and Patricia de Wilde, licensing director,
Zodiak. - ends
- For more
information please contact Braben at ble@braben.co.uk or 0207 025
8021 Picture caption: Eric Huang, publishing director
media and entertainment, Penguin Group; Patricia de Wilde, licensing director,
Zodiak; Oliver Dyer, managing director of Skew Studio; Andrew Kerr, managing
director of Aoh!K Commercial Limited; Sarah Watts, creator of ‘How to…’;
and Jessica Blue, event director, Brand Licensing Europe
2011. Notes to
editors: About Brand Licensing
Europe: About Advanstar
Licensing: Advanstar Communications Inc. (www.advanstar.com), producer of Licensing International Expo, Brand Licensing Central
& Eastern Europe and Brand Licensing Europe is a leading worldwide media
company providing integrated marketing solutions for the Fashion, Life Sciences
and Powersports industries. Advanstar serves business professionals and
consumers in these industries with its portfolio of 147 events, 68 publications
and directories, 267 electronic products and Web sites, as well as educational
and direct marketing products and services. Market leading brands and a
commitment to delivering innovative, quality products and services enables
Advanstar to "Connect Our Customers With Theirs." Advanstar has approximately
1,000 employees and currently operates from multiple offices in North America
and Europe. === Rachel
Froggatt Director Linkedin:
Rachel Froggatt and Braben Twitter:
@BrabenPR and @globalfroggers Skype:
RachelFroggatt brabenCommunications
that build businesst. 020 7025
8021 m. 07515 587
199
Brand Licensing
Europe 2011 (www.brandlicensing.eu) – taking place October
18 – 20 at Olympia in
London is the only pan-European event dedicated to licensing and brand
extension. Now in its 13th successful year, Brand Licensing Europe
2010 hosted 236 exhibitors and 5,634 retailers, manufacturers and sales
promotion professionals from 63 countries. The event
hit mainstream media in 2010, featuring on BBC Breakfast, Sky News,
MediaGuardian and more.
Click here to read our PR Week blog on media,
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