Beanstalk’s Louise French discusses a return to print, pattern and nostalgia, the growth of ‘kidults’ and an increase in metaverse brand activations.
LicensingSource asks some key licensors and licensing agents for what they think will be some of the biggest opportunities for the UK licensing industry in 2022.
Today: Louise French, svp business development and operations, Beanstalk.
“We are craving a return to normality and with it a nostalgia for brands, experiences and products that bring us joy and that help us return to life’s simple pleasures. Lifestyle brands that celebrate a life less serious will benefit.
Time spent at home has resulted in a boom in demand for interiors products, and we see this continuing with a return to print, pattern and nostalgia. Brands with a strong design handwriting will be launching new licensed ranges to grow their reach and capitalise on this trend. In addition, the trend towards restaurant brands continuing to connect with consumers off-premise will gather further pace offering more opportunities for brands to integrate into our everyday lives.
Alongside this we have a growing social conscience that is resulting in consumers of all ages (but particularly the youth), demanding transparency and sustainability from the brands they engage with – whether through core or brand extensions.
The uncertainties of the past two years have prompted the growth of ‘Kidults’ – adults looking to channel their inner child as a form of escapism. This offers unique opportunities for gaming brands to further engage with their growing audiences through new products and extended brand experiences to reward their considerable fan bases. We will also see more streaming services content securing a stronger foothold at retail, as well as an increase in metaverse brand activations as brands look to increase their digital reach.
Finally, we will see a return to fun and engaging bricks and mortar brand experiences as we look to engage all our senses in our purchasing.”
This feature originally appeared in the spring 2022 edition of Licensing Source Book. To read the full publication, click on this link.
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