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“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, 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.

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