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“Gaming brands continue their march”

Matalan’s Kate Callender highlights her key brands and trends to watch going forward.

Gaming brands will continue to perform well, while newer brands such as Ryan’s World are also set for growth, according to Matalan’s buyer of childrenswear, Kate Callender.

Talking to Licensing Source Book at the judging of the product categories for The Licensing Awards, Kate said that brands which are either true classics and family entertainment – or ideally both – tick all the boxes with the consumer.

“Aladdin, Toy Story, Star Wars and Frozen are well placed to pick up on this,” Kate commented. “Gaming brands continue their march, including Minecraft, Pokémon, Fortnite and Sony.

“On the newer brands front, Roblox, Ryan’s World, Tiana and Ninja are all set for growth, underpinned by the changing dynamics of how youngsters digest content – notably through YouTube and Netflix.”

Greater importance also needs to be placed on the environmental aspects of licensed merchandise, Kate believes.

“Retailers, licensees and licensors will all have to place greater importance on the environmental aspects of the licensed merchandise they are producing and retailing, including on the packaging front as well as the materials used, such as recycled polyester for swimwear or Fair Trade cotton for apparel,” Kate commented.

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

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