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The Licensing Q&A… with Trudi Hayward

We delve into the licensing life of ITVS GE’s svp head of global merchandise.

Trudi Hayward,

SVP Head of Global Merchandise for ITV Studios Global Entertainment

My route into the licensing industry went something like this…

My mother used to buy the Coca-Cola licence for tinware from Beanstalk Europe and it was her that told me about how exciting the licensing industry is. Jane Evans, who headed up Beanstalk at the time, happened to mention that she was looking for a licensing manager and my mother made an introduction to Jane for me. I was selling radio airtime at the time and Jane concluded that anyone who could sell radio could sell licences… and, as they say, the rest is history. I have never looked back.

How many years in the industry?

23 years… oh how time flies.

When I was growing up, I had no idea licensing was an industry so I wanted to be..

A policewoman.

The deal I am most proud of is…

There’s too many to mention, don’t forget I have been in the industry for a long time.

My most interesting experience in licensing has been…

Meeting so many lovely people working in this industry.

The best piece of advice I’ve ever received is…

Make sure you confirm absolutely everything in writing.

If I wasn’t in licensing, I would be…

Very bored.

Who do you admire most in the industry (and why)?

Ian Downes. He is the least likely sales person, which is why he is so good. He is always able to find a creative solution to close a deal. And of course, he is also one of the nicest guys in licensing.

In a film of your life, which licensed character would play you?

Little Miss Bossy. I don’t think I need to say any more!

If I could change anything about the industry, it would be…

I would try and encourage retailers to support properties for longer and give them a chance to perform before writing them off.

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