Sweet Success For The Honey Monster As Start Licensing Expands The Licensing Programme

BRANDORA Editorial Staff - July 2011

 
Start Licensing (www.startlicensing.co.uk) announce the expansion of The Honey Monster licensing programme with the addition of the following new licensees; C&S Collectables and Portico. C&S will be developing a range of collectable ceramic figurines and moneyboxes based on the iconic Honey Monster character and Portico will be developing a range of greeting cards including personalised cards for the greeting cards website Funky Pigeon website (www.funkypigeon.com). The new products are scheduled for release in Quarter Four 2011.

 

The new licensees join an existing strong licensee portfolio, including Smiffy’s who will launch the much anticipated Honey Monster dress up costume shortly. PMS recently produced a range of stationery and have developed plush for the leisure and retail markets. Somerbond hold the license for t-shirts, underwear and nightwear having had a great deal of success with the character achieving listings in key fashion retailers such as Topshop and Topman. Honey Monster t-shirts are also featured on the retro t-shirt online store Truffleshuffle website (www.truffleshuffle.com) through Famous Forever.

The Honey Monster, the brand character of Sugar Puffs, is one of the UK’s best-known brand mascots with strong recognition worldwide. Sugar Puffs are widely available in all supermarkets, convenience and independent outlets and the product range has widened with additions such as Monster Puffs cereal bar and a Honey Waffles cereal. Honey Waffles were recently the subject of a television advertising campaign featuring the Honey Monster and the famous tagline “Don’t tell them about the Honey, Mummy “.

Ian Downes, Director, Start Licensing comments: “The Honey Monster is a character held in huge affection by consumers and has a sense of humour which translates well to product – licensees such as Somerbond have tapped into this well and have also recognised that the Honey Monster is a brand character that benefits from lots of exposure in the marketplace today coupled with the pull of a character that has a rich heritage behind it.”