We chat to IFL Science’s Michele Kuprewicz on how the brand’s licensing programme is going stratospheric.
Social media giant I F*#ing Love Science has hit the ground running since launching its licensing programme. The popularity and off-beat tone has struck a chord and is being translated into a global programme that is aiming to leverage the science and humour of the website into products through witty messages and illustrations.
The publishing category is among those proving successful this year – along with apparel and giftware (including stationery and kitchenware), Michele Kuprewicz, head of retail and licensing at IFL Science, tells us.
The first part of the publishing drive to hit shelves is 117 Things You Should F*#king Know About Your World from Running Press, while Ice House Books is readying a line of mini gift book sets, with the first three arriving in spring 2020.
Meanwhile, a new partnership with Ripley Entertainment – secured by UK licensing agent, Licensing Link Europe – will see the two brands publish WTF. Weird True Facts in May 2020.
“We are so excited to be working with Ripley’s,” says Michele. “Our audience and tone are very similar, so it is a partnership that makes sense.”
Carrie Bolin, editorial manager at Ripley Publishing, adds: “We are thrilled to be partnering with IFL Science. We’re bringing the best of both the Ripley’s Believe It Or Not and IFL Science brands together to create amazing content that appeals to fans of both.”
In addition, a growing partnership with Half Moon Bay will see the arrival of giftware, stationery and kitchenware from early next year. Items will include a notebook, glass water bottles, Bunsen burner candle holder, eco-friendly coffee cups, a range of mugs and a Moon LED lamp.
On top of this, a partnership with Bioworld International has also been agreed by Licensing Link Europe. The collection of apparel and softline accessories will draw on the theme of the environment, focusing on the importance of reducing plastic waster and the increasing threat of climate change.
There’s more to come, too. During a successful appearance on Licensing Link Europe’s stand at Brand Licensing Europe in October, the focus was on electronic accessories, games, jewellery, digital content and brands for collaborations, helping to grow the IFL Science property even further.
Michele concludes: “2020 is due to be a very exciting year for IFLS, with the majority of products due to be in-store from Q1. The huge array of content spans across all subjects of science and allows partners to be really creative. The IP stays true to its voice and has a team of amazing designers who are able to capture the stores and recreate them in a fun, cheeky and cool way.”
Brand facts
- IFL Science began life as a Facebook page, founded by Elise Andrew in 2012
- 25 million Facebook followers
- 50 million unique visitors to iflscience.com
- Key audience is 18-34 males and females
- 42% of audience is young families
- Key markets: North America, Canada, UK, Australia/New Zealand
- Key assets: science-related articles, animation and illustrations
This feature originally appeared in the autumn 2019 edition of Licensing Source Book. Click here to read the full publication.
