Asda puts spotlight on growing trends

Buyer Scott Macrae on the integration of technology, Disney, Harry Potter and Love Island.

Asda has highlighted some of the key trends which are having an impact on the licensing space as it moves into the key fourth quarter.

Speaking to Licensing Source Book as part of the judging of the product categories for this year’s Licensing Awards, Scott Macrae (pictured), buyer of men’s, women’s and kids’ footwear and accessories at Asda, highlighted the growing integration of technology into product design as a trend to watch.

“One trend that is set to grow and grow is the integration of technology into product design as this is the key way of licensed properties to engage with the consumer,” Scott said. “We stock a range of wine where the wine label comes to life using AR.

“Wouldn’t it be great if on a pair of children’s trainers that by pointing a phone at them you could have Mickey Mouse sitting on your foot talking to you? It will come.”

Scott also pointed out that Disney looks set for a strong 2019 with “its full roster of multi-generational films, such as Toy Story 4 and Aladdin”.

Scott continued: “Harry Potter is set for further growth, you cannot deny the impact Primark has had in re-establishing this as a popular property that also appeals to adults.

“The outsider this year though has to be Love Island, who could have foreseen the extent of its popularity?”

This feature originally appeared in the autumn 2018 edition of Licensing Source Book. Click here to read the full publication.

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