We delve into the licensing life of NVCP’s senior director, hardlines and business development.
Ashley Holman,
Senior Director, Hardlines & Business Development, Nickelodeon and Viacom Consumer Products
My route into the licensing industry went something like this…
I am probably the industry anomaly as I actually wanted to get into the industry versus most who fell into it. Whilst at university I was introduced to two leading industry members (David Scott from Rainbow Productions and Ian Downes from Start Licensing) as part of my father helping me decide what I wanted to do for a career after I had finished. Their explanation of the licensing world struck a cord and really interested me so I visited the 2004 BLE show as a visitor to learn more. The mix of big business on fun brands and product sold it to me (as well as the Elvis-inspired suits from the Roy Lowe boys that year) and from there I was determined to get into the industry.
I decided to look at licensing for my dissertation (beer licensing naturally being a student!) However, I was actually initially shot down as my tutor had no idea about licensing or how big an industry it was! Once I finished university, I secured a job at Licensingpages selling advertising to the industry which was a great way to meet everyone. From there moved to Coolabi as licensing manager before then moving to Nickelodeon in January 2007. My role has developed and expanded over the years and I honestly can’t see myself working in any other industry now.
How many years in the industry?
Ten years
When I was growing up, I had no idea licensing was an industry so I wanted to be…
Antiques auctioneer or an estate agent.
The deal I am most proud of is…
The SpongeBob SquarePants real musical instrument range, which was one of my first deals and it went on to win the Innovation Award at that year’s Licensing Awards. John Hornby Skewes remain a licensee to this day so it has lasted the test of time.
My most interesting experience in licensing has been…
I can’t pick one as I have had some fantastic experiences, but overall nothing can beat closing a new deal in an innovative area of the market, seeing that product be developed and then finally being able to watch someone buy it in store.
One of my funniest was having a heated conversation about SpongeBob Square Crumpets on a train once and the lady sat next to me say “Seriously? Were you shouting about SpongeBob crumpets?!” Ha!
The best piece of advice I’ve ever received is…
Enjoy what you do as if you don’t, you won’t be very good at it.
If I wasn’t in licensing, I would be…
An estate agent I would imagine as I love all things property.
Who do you admire most in the industry (and why)?
I would have to say I most admire the two people that got me into the industry – David Scott and Ian Downes. Both have had incredibly successful corporate careers and then took the hard decision to set up on their own and now run very successful companies in their own right. They have always supported me and been mentors throughout my career. They are well respected, liked and trusted within all areas of the licensing industry and that is something I aspire to be.
In a film of your life, which licensed character would play you?
Morph – for obvious reasons.
If I could change anything about the industry, it would be…
Tough one as everyone has day-to-day challenges that they would like to be easier to overcome however, overall, the industry is great. I’d probably say the main thing would be for everyone (licensors, licensees and retailers) to be more flexible and willing to take risks otherwise our industry will become stagnant and lose its excitement.
