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“Commercial sustainability meant fleet-footedness in 2021”

Simon Foulkes, md of Rainbow Productions, discusses growing productive capacity, finding new business and developing into new markets.

As we begin the journey through 2022, LicensingSource asks a selection of licensees from across various categories how they are looking to make the most of the first quarter of the year.

Today: Simon Foulkes, md, Rainbow Productions.

“Sustainability in recent years has become the buzzword of the environmentally conscious community (of which I am proud that Rainbow is utterly engrossed). But, commercial sustainability meant fleet-footedness in 2021 and in our sector of the industry navigating steaming coals (or another metaphor may be less savoury but more appropriate) was Q4’s bush-tucker challenge.

The surge in popularity of immersive and experiential activations has been seismic and while we have always matched the demand for managing live events, either with or without costume characters, the pressure we are now under is to grow our productive capacity. Nice problem to have thinking back to those steaming coals, but one thing I am sure of is that Q1 2022 is going to be expensive.

To meet our commercial sustainability goals, we are expanding our administrative workforce, growing our infrastructure, developing and adding automated systems as well finding and training new steamsters, seamstresses, prop makers and sculptors.

And if that wasn’t enough our exhibition travel plans are now back on schedule (at time of writing). Video conferencing has been well used and essential for account management, but now the export team will be manning exhibition stands in many different industries to find new business and develop new markets.”

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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