“Families will be looking for shared, multi-generational experiences”

ViacomCBS’ Venetia Davie on why, from a brand and IP perspective, there are many reasons to be cheerful.

Last year showed that licensing is an industry which can move at speed, adapt and still keep delivering amazing products and programmes.

Against this backdrop, LicensingSource.net asks some key licensors and licensing agents for what they think will be some of the biggest opportunities for the industry in 2021.

Today: Venetia Davie, vp, Viacom CBS Consumer Products, UK & Ireland.

“Once the words ‘lockdown’ and ‘bubble’ are resigned to a time capsule, I believe families will be focusing on going ‘out, out’. Families will be escaping home, looking for shared multi-generational experiences and great days out. I think licensed brands can really benefit from this. In 2021, experiences will be the new craft kits, sticker books and trampolines.

From a brand and IP perspective we have so many reasons to be cheerful. In 2020, with kids and families spending more time at home, we saw record levels of content being consumed across linear TV, streaming services and YouTube. We are seeing awareness and affinity figures for brands like PAW Patrol strengthen and new brands like Blue’s Clues & You establishing a fan base and audience really quickly.

On the back of this we’re seeing stronger listings and sell through and greater retailer commitment and confidence around new consumer product launches.”

This feature originally appeared in the spring 2021 edition of Licensing Source Book. To read the full publication, click on this link.

Want to read more news like this? Simply sign up to our daily digest in the box below. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

Brands including Hey Duggee, Bing and Baby Shark among others feature in the new pyjama range....
Pop Trading Company combines two classics as Miffy meets the Converse Jack Purcell Pro....
The company has acquired magazine rights for the fast growing Moonbug preschool brand....
Initiative will see one tree planted for every person who joins Products of Change in April and May....
Marc Ollington joins in new role which has been created to build on the continued growth of the company....
New line with luxury eco-sustainable lifestyle brand will feature designs by fashion students from a UK university....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.