Beanstalk Drives Brand Presence at Brand Licensing Europe 2017 Beanstalk - September 2017

 
Leading brand extension agency grows its client roster and continues to work with its esteemed clients to expand their licensing programmes through prominent new licensees

2017 has been another exciting year for brand extension agency Beanstalk. New client announcements included the appointment by Yildiz Holding to represent Godiva, McVitie’s, Flipz and Turtles brands in key strategic territories. Beanstalk also worked closely with other clients to launch new product ranges, added new licensees and expanded its geographic reach.

In Europe and the UK, Beanstalk was appointed to represent the leading biscuit brand McVitie’s. Crafting the UK’s favourite biscuits and cakes since 1830, McVitie’s is the number one sweet biscuit brand in the country. Beanstalk is seeking new opportunities across all of their delicious brands including Jaffa Cakes, Digestives, Hob Nobs and Nibbles. The agency is focusing on close to core categories that will leverage the brand’s best loved flavours and wholesome ingredients, with desserts, ice cream, yoghurt, and gifting forming the initial strategy.

New agreements have been signed for Beanstalk’s client, Diageo, a global leader in beverage alcohol. Guinness® has partnered with Windyridge, a speciality cheese producer based in Dorset, to create a new range of Guinness flavoured cheddar cheese. Set to launch in October 2017, the range will be available across all major UK grocers. On the apparel side, Guinness has partnered with German clothing retailer EMP, Europe's number one retailer for rock and metal band merchandise, movie, TV and gaming merchandise and alternative fashion. The range will include men’s and women’s apparel and footwear, and is set to launch across 17 countries in EMP stores, catalogues, webstore, apps, and trade shows this summer. Since launching in the Uniqlo apparel collection, ‘The Brands’, the Guinness T-Shirt designs have ranked in the Top Five best-selling SKU’s, spurring on the decision to produce an additional 40,000 units to be distributed across all Uniqlo stores. Meanwhile, Baileys® has launched an exciting new coffee pod with Tassimo, the only single cup brewer that delivers authentic café-style beverages using unique Intellibrew™ technology, brewing the perfect drink each and every time. Launched in the UK at Tesco in June, the pods are a tempting combination of espresso and the rich velvety taste of Baileys to create a truly decadent Latte Macchiato coffee pod. Looking ahead, a new range of sharing cakes and cupcakes that incorporate the indulgent creaminess of the core beverage is scheduled to launch in early 2018 from food manufacturer Finsbury Food Group, the largest supplier of celebration cakes to the UK’s multiple grocers.

In the hard goods sector, Beanstalk has worked closely with Stanley Black & Decker to further develop the global licensing programme for the client across its three key brands – Stanley, Black+Decker and DeWalt, and recently won the Brand and Lifestyle Licensing Award for the ‘Best Licensed Non-Food Brand 2017’ for the Stanley programme. The DeWalt programme maintains its focus on the core value of “Guaranteed Tough,” adding Fall Protection Equipment and Ladders to its portfolio, whilst Black+Decker is building on its aim of creating products that make people’s lives easier, extending the brand into the key small domestic appliances category across Europe.

Beanstalk client TGI Fridays™ launched its international licensing programme earlier this year, kicking off with a trio of slow-cooked meats from licensee Tulip in April. The TGI Fridays™ slow-cooked meats range is available nationally across 300 Morrison’s stores in the UK. Continuing the licensing programme’s global expansion, licensee Handcrafted Restaurants Ltd. launched TGI Fridays™ BBQ Ribs in July across 13 Costco stores in Taiwan and additional best-in-class licensees are in the pipeline for 2018 retail launches across the UK, Australia, Korea and Japan. Elsewhere, TGI Fridays™ are launching a gifting range in time for the Christmas season. The products have been developed by IG Designs and will be available in Boots stores across the UK.

For client Chupa Chups, the number one lollipop brand in Europe, Beanstalk signed licensee Greencore to develop a Chupa Chups celebration cake. The new product launched in March in Asda stores across the UK.

Beanstalk continues to grow the global licensing programme for longstanding client Energizer. Leveraging the core equities of ‘Power and Light’ the programme has close to thirty licensees, and has launched products in over 35 categories across both the Energizer and Eveready brands. Eveready is expanding its European programme to include flameless LED candles, whilst Energizer will be adding Christmas lighting and photographic batteries and accessories. Looking ahead, Beanstalk will seek to extend the brands into additional categories and territories with a focus in particular on the SE Asia region.

Tinderbox, Beanstalk’s dedicated digital division, has been working closely with Halo® to develop its European licensing programme. Products include an adult apparel collection with Bioworld Europe and — for the first time in Europe — boys wear from licensee Blues Clothing — both set to launch in Q4 2017. In addition, Halo Top Trumps are scheduled to launch this September from Winning Moves, and Halo model kits from licensee Revell will launch in September across Europe. Tinderbox have also built licensing programmes for other upcoming Microsoft game releases: Crackdown 3 will see products developed within apparel, comics, toys and collectibles, and the Sea of Thieves programme will include apparel, comics, art books, novels, toys and collectibles. Elsewhere, a new Killer Instinct/Battletoads statue will also be available from licensee Triforce, whilst a new Killer Instinct comic series is being developed by licensee Dynamite.

To find out more, please stop by the Beanstalk stand #Q100 at Brand Licensing Europe 2017 or visit our website: www.beanstalk.com.