JELC announces 21 licences across key properties — with more to come
UK-based licensing agency JELC has announced stunning licensing successes for four of its key properties recently highlighted at Brand Licensing Europe. Grumpy Old Gits, The Bamforth Collection, Plain Lazy and Vincent have between them gained no fewer than 21 licensing agreements.
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A clever combination of snappy one-liners and pictures of unimpressed old blokes has already made the Grumpy Old Gits brand a massive gifts success. Building on the categories that made ‘the Grumpies’ such a hit will be International Greetings with greetings cards, gift bags, wrap and Christmas crackers. Meanwhile Only4 U has been signed to supply giftware into Clintons Cards for the pivotal Christmas 2010 and Father’s Day 2011 dates. However, the Grumpy Old Gits brand has further confirmed its enormous licensing potential through a sleepwear, underwear and socks deal for one of the major Grocers and deals with a number of other licensees offering gift confectionery, beer, apparel and a further line of sleepwear, underwear and socks, this time for general retail. Several gift licences have been signed for specific retail channels.
Grumpy Old Gits is another hit from the legendary Backlands Studio, who’s very different but equally popular greetings card character Vincent was also a big favourite on the JELC stand at BLE. Vincent, a one-eared bear whose quirky wisdom has sold thousands of cards, enjoyed a stunning customer reaction when Izziwotnot took him into the bedding and nursery accessories category. Vincent’s look and style, combined with a truly distinctive voice, has a clear appeal to both parents and young adult women, offering further strong licensing possibilities. |
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The Bamforth Collection, whose name is synonymous with the very British phenomenon of the seaside postcard, was only launched as a licensing brand at BLE. However, licensees have been quick to see the potential of Bamforth’s vast catalogue of popular and iconic images, taking them into a wide range of diverse categories. Moonpig has already been signed up for print on demand greetings cards and print specialist Raiseprint for metal signs plus t-shirts, boxer shorts, gift confectionery, cushions and beer.
Plain Lazy is a celebration of a ‘relaxed attitude to life’ that has built a strong market among easygoing males and females from 12 up. However, there’s nothing relaxed about the licensee response to Plain Lazy, which has taken its striking images and witty slogans into the highly appropriate categories of underwear, sleepwear and socks. Further licensees have signed for a selection of gifts and accessories. |
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Jane Evans, MD of JELC, says: “We have been amazed at the strong response to these brands from the licensing industry only a short time after launch — but perhaps we shouldn’t be. All these brands combine striking images with memorable words to powerful effect — a characteristic of successful brands the world over — all come from a strong design background and all are very, very funny. Even now we are receiving further licensing enquiries and we expect to be kept very busy in the coming months!” |
