We catch up with Nickelodeon’s European retail campaign manager.
Charlotte Boyce,
European Retail Campaign Manager, Nickelodeon and Viacom Consumer Products
My route into the licensing industry went something like this…
I was lucky enough to do a placement year at Disney during my degree and landed in the retail team – at the time I had no idea what licensing was, but got to learn pretty quickly on some great projects and among some really great people. I decided to try a different path after I finished my marketing degree and worked at a marketing agency for a few years. I got to work with so many different clients, on so many different campaigns and loved it, but when the role at Nickelodeon came up I knew I had to go for it.
How long in the industry?
Nearly three years.
When I was growing up, I had no idea that ‘licensing’ was an industry, so I wanted to be…
An interior designer. I used to be addicted to programmes like Changing Rooms, I even met Laurence Llewelyn-Bowen once and forgot I didn’t actually know him!
Biggest inspiration in the licensing industry?
There are so many people in this industry to be inspired by, but mostly I’m inspired by my colleagues at NVCP – they are a passionate and supportive bunch who are really hard working, and importantly know how to have fun.
Best thing about your current role?
Well a few weeks ago I got to spend a day on set with six puppies… that was definitely a highlight, oh and I can call JoJo Siwa my best friend! Seriously though, it’s probably how closely I get to work with so many of our international teams and retailers across the world; every market has their own uniqueness and I love helping to unlock ideas with them.
What are you most proud of within your licensing career to date?
I’m particularly proud of delivering Nickelodeon’s first ever pan-European Toys R Us feature wall for the Teenage Mutant Ninja Turtles movie. It was literally a 360 degree marketing campaign across six markets which delivered some great results.
Licensed character you can most identify with (and why)?
It’s probably Michelangelo from TMNT, I’m the middle child so I guess I have a little bit of a wild streak, but I’m also really creative and enthusiastic and I try to be a bit humorous… I also really love pizza.
What were your first thoughts when you were revealed as a nominee for the LIMA UK Rising Star Award?
I was extremely privileged; I know there’s a lot of young talent in this industry so to be thought of among them is really humbling.
The adage goes, once you enter the licensing industry, you never really leave… what are your short-term goals for your career in licensing (say, the next two years)?
We’ve got a really exciting pipeline so it’ll be about launching the re-imagination of Turtles, as well as new properties Rusty and Nella, and building their licensing and retail executions across Europe.
The LIMA UK Rising Star award will be presented as part of the Licensing Awards, which take place on Tuesday September 12 at The Grosvenor Hotel, London.
