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LIMA UK Rising Stars: Alex Salisbury

Find out more about the six award nominees, starting with Nickelodeon UK’s retail licensing manager.

Alex Salisbury

Retail licensing manager, Nickelodeon UK

My route into the licensing industry went something like this…

I started my career in a small business called Wicked that sells boomerangs all over the world. It was in this role that I discovered the wider toy industry and absolutely loved it. Seeking a new challenge, I went to Mattel and cut my teeth as a brand manager on the Nordics business looking after Barbie & Hot Wheels. I developed a good relationship with the licensing team who were amazing and gave me a lot of professional guidance. I joined Nick in January 2017 and haven’t looked back! I am genuinely having the time of my life doing what I love and I’m surrounded by such talented and driven people who make me laugh pretty much every day.


How long in the industry?

Coming up to 2 years now.

When I was growing up, I had no idea that ‘licensing’ was an industry, so I wanted to be…

A backing dancer. I spent many hours practicing in my room.

Biggest inspiration in the licensing industry?

My vp Marianne. She is just brilliant and such a well-respected figure within the industry.

Best thing about your current role?

A lot of my time is spent with buyers so I love the fact that I have many different conversations every day, learning about different categories and how they work. I’m constantly gaining more insight into retail – there’s always more to learn, particularly in such a rapidly changing environment.

What are you most proud of within your licensing career to date?

I’m really proud of my PAW Patrol Super Saturdays campaign at The Entertainer which is up for Best Retail Execution at The Licensing Awards this year. The Entertainer did such a good job bringing it to life in-store and the results were fantastic so fingers crossed.

Licensed character you can most identify with (and why)?

My nickname in the team is Trinket, the unicorn from Nella the Princess Knight. Trinket is Nella’s best friend who goes along on all the adventures with Nella but doesn’t like getting her hooves dirty – she’s a bit fabulous. I guess I have my diva moments…

What were your first thoughts when you were revealed as a nominee for the LIMA UK Rising Star Award?

Incredibly proud and grateful to have been nominated.



The adage goes, once you enter the licensing industry, you never really leave… what are your short-term goals for your career in licensing?

Land more – hopefully award winning – campaigns at retail. I’d also like to dedicate more time getting to know everyone in the industry, so watch this space…

The LIMA UK Rising Star award will be presented as part of The Licensing Awards, which take place on Tuesday September 11 at The Grosvenor Hotel, London.

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