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“Brand dilution is a big issue”

Gemma’s Tim Rudd-Clarke on how it’s time to be a little more daring in 2019.

It’s the start of a new year, one which could potentially bring some serious changes to the way business is done in our industry.

We got the lowdown from some key licensees as to what they think will be their main challenges in 2019 and why.

Today: Tim Rudd-Clarke, licensing director, Gemma International

“Brexit will become messier in 2019… for all of us in licensing, the rules and laws are about to change, but nobody knows how they will change.

From licensee’s perspective it’s a very difficult time, and of course where importation of stock is involved, raw materials and the pound’s value, against the Dollar and the Euro are a big issue. Retailers and consumers will have to sooner rather than later expect inflation caused by currency flotations and raw material price increases in the Far East, to push prices upwards.

With so many platforms to view programming and with so much new content, it’s been a tough time for retailers to invest in shelf space on new brands. I also think brand dilution is a big issue, buyers often playing safe.

While here at Gemma we have many great classic brands, we have been investing in licences that are more internet-based like Simon’s Cat, Flossy and Jim, we think it’s time to be a little more daring in 2019… it’s a case of nothing ventured nothing gained.”

This feature originally appeared in the spring 2019 edition of Licensing Source Book. Click here to read the full publication.

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