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“Being nimble will continue to be very important throughout 2022”

Larkshead Licensing’s Clare Piggott on why 2022 could prove to be a year of re-balancing shorter term needs with longer term gain.

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: Clare Piggott, director, Larkshead Licensing.

“There’s certainly a ‘Mystic Meg’ element to any predictions for 2022 due to all the challenges we faced as an industry throughout 2021.

Being nimble will continue to be very important throughout 2022, but for classic brands this needs to be balanced with longer term strategic planning. So, 2022 may well prove to be a year of re-balancing shorter term needs with longer term gain.

Parents are increasingly focused on positive learning outcomes for their children, so I predict that 2022 will see a significant rise in popularity for brands such as Numberblocks and Alphablocks that can provide fun learning in a curated and relevant way.

The elevation of online retailers has seen the development of new players in this sector that present exciting opportunities for emerging brands particularly ones with a strong digital fan base.”

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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