‘How to… for the domestically inept’ wins License This! final at Brand Licensing Europe 2011

Brand Licensing Europe - October 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

 

‘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.