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‘Characters should be recognisable for buyers’

Morrisons/Nutmeg’s Jane Mildenhall on licensing trends and what they’ve learnt.

Characters needing to be obvious on product so that they are recognisable to buyers has been one of the major learnings for Morrisons/Nutmeg this year.

Jane Mildenhall – pictured far right with colleagues Donna Booker, Jessica Brown and Dayna Kent – spoke to Licensing Source Book as part of the judging of the product categories for this year’s Licensing Awards.

Jane commented: “PAW Patrol is doing really well for girls and boys, while Superman and Batman are doing good superhero business.

“We will be trialling Hey Duggee and PJ Masks shortly, while Tatty Teddy, Peppa Pig, Shopkins and Disney Princess all do well.

“We’ve learnt that the characters need to be obvious on the product; it has to be recognisable for buyers.”

This feature originally appeared in the autumn 2017 edition of Licensing Source Book. Click here to read the full publication.

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