New campaigns, iconic brands and big announcements at an action-packed stand F005

With special announcements, new signings, recent launches and strong business from established brands, Rocket Licensing expects activity on stand F005 at BLE 2011 to surpass even last year’s hectic schedule.

The Rocket portfolio ranges from classic names loved by children of all ages, such as Dr Seuss, Scalextric and Airfix, to iconic brands such as Bruce Lee, Atari and Rocky. Rocket is also launching the cheeky, off-the-wall BBC One comedy Mrs Brown’s Boys and not one but three forthcoming blockbuster films in the shape of Real Steel from DreamWorks Studio and Madagascar 3 and Puss in Boots from DreamWorks Animation.

Dr Seuss
In the run-up to BLE 2011 Rocket Licensing has launched a major new European licensing campaign for the legendary and perennially popular Dr Seuss, whose books and characters have been a hit with readers of all ages for over half a century. The brand’s classic status has been reinforced by the continuing television and publishing success of The Cat in the Hat, Fox in Socks and many others. Deals are already being finalised across a number of categories, with an eye to building a strong retail presence in 2012, backed by promotional campaigns emphasising both the fun and learning aspects of the brand.

Madagascar 3
Released in October 2012, Madagascar 3 will be the latest movie in the hugely successful animation franchise from DreamWorks Animation. Rocket is looking to create a UK licensing programme that complements and reflects the success to date of this tremendous movie franchise and its continuing popularity with children and families.

Mrs Brown’s Boys
Rocket has launched a global licensing campaign that will take the staggeringly popular BBC One comedy — series one audience figures hit an astonishing 4.1 million — and in particular its hilariously tactless and ribald central character, Mrs Brown, into a number of highly appropriate categories. With repeats, a second series and a live tour, all planned or under way, not to mention a half-million-selling DVD, licensing and consumer interest is expected to be strong right through to 2012 — and beyond.

Bruce Lee
Another major launch for BLE is Bruce Lee, the original — and greatest — Kung Fu legend. Groovy UK has already been signed up for bathrobes and Trademark Clothing for t-shirts. Rocket sees a strong market for the Bruce Lee brand in fashion, apparel, gift and numerous other categories inspired by the iconic Kung Fu master.

Airfix, Corgi, Hornby and Scalextric
The licensing programme for the Hornby Hobbies ‘superbrands’ — Airfix, Corgi, Hornby and Scalextric — has been making major inroads into both kids’ and adult markets since its launch in 2009. Last year’s official Scalextric game app was a massive iPhone and Android hit, and has recently been followed by the new Airfix iPhone game. Cakes, apparel, dress-up, t-shirts, coin-operated rides and melamine homeware have all been eagerly taken up by the 4-12-year-old range, while apparel, jigsaws, hip flasks, playing cards, mugs and wash bags have found a market among adult males of all ages.

Real Steel
The eagerly awaited film Real Steel, a boxing drama set in the near future where 2,000-pound robots do battle, opens only days before BLE. A number of key licenses are already signed up for the UK campaign, including toys, cards, posters and calendars, and Rocket is expecting the growing buzz around the product and promotional opportunities offered by this Hugh Jackman-starring movie event to be reflected in strong interest at stand F005.

Happy birthday Atari!
Classic retro design-and-fashion-led brand Atari has scored at retail in t-shirts, headphones and a number of other categories since the licensing campaign was launched. Rocket is now looking forward to extending its licensing programme for the video game pioneer’s 40th anniversary in 2012.

The Dangerous Book for Boys
Rocket’s long-running licensing campaign for another classic, The Dangerous Book for Boys, with over 30 partners worldwide, has successfully transferred the values and appeal of the book to a carefully selected and designed range of products.

Rocky
A classic film name with a recognition factor that spans multiple generations, Rocky was a success from the moment it hit retail and still remains a strong seller among males from teens and tweens up, through Rocky-branded t-shirts, posters, arcade machines and — of course — robes.

Teen Wolf
Rocket is also the UK licensing agent for the popular new MGM/MTV co-production of Teen Wolf. The show follows the story of Scott McCalll, who has to fight to control his new and disturbing self after an attack from a creature in the darkness. The hour-long 12-episode series debuted in the UK on Sky Living in July. The first phase of the campaign will focus on apparel, accessories and stationery, focusing on a large target demographic of tweens, teens and young adults of both sexes.

Princess Pearl
Rocket has also been chosen to license Princess Pearl, a new series of books from Emma Thomson, one of the most successful names in children’s publishing. A range of cards from Woodmansterne is already selling well at retail in department stores and independents, a series of storybooks is to be published by Hodder Children’s Books in spring 2012, and Rocket is progressing opportunities across a range of products for the 4 to 9 year-old girls’ market.

Charlie Donaldson, Joint Managing Director of Rocket Licensing, says: “We’re proud that our reputation for a diverse, high quality and exciting roster of brands is being underlined at this year’s show. BLE is perfectly timed to coincide with a lot of major announcements and updates, so keeping visitors up-to-date with all the news and activity surrounding all our clients and brands is going to be a bit of a challenge — but we’re really looking forward to it!”