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Licensed Character having ‘best ever season’ at Matalan

‘One stop shop’ for licensing is proving a great success, says retailer’s Kate Callender.

Licensed Character is having its “best ever season” in kidswear at Matalan, the retailer’s Kate Callender has told The Source.

Kate, childrenswear buyer for Disney and licensed, as well as dress-up and schoolwear, said that the retailer’s one stop shop for licensing is proving a great success

“Ahead of Christmas peak trading, we have already seen a fantastic reaction to all our gifting and novelty product,” Kate commented. “In one of the most challenging years in retail, we are thrilled to see record breaking sales across all product categories with new licences such as L.O.L. driving sales.”

The retailer has launched several new licences for autumn/winter 2018, all of which are “outperforming expectations”.

Minecraft and Harry Potter are both new for this season and are being supported in Matalan’s monthly mailer marketing campaign and with in-store POS.

Kate continued: “Gaming continues to be one of the most searched for genres of licence online and we anticipate great sales when Fortnite’s Men’s and Kids merchandise lands in store this week.”

Evergreen characters such as Minnie Mouse, Disney Princess, Marvel, Peppa Pig and George also continue to perform well. The recent launch of Matalan’s first ever Peppa family nightwear range, for example, sold out within a week.

“Our new collections hopefully demonstrate our love for the product and our commitment to delivering new and exciting ideas within licensing,” Kate added. “After a great week at BLE, we are working closely with licensors and licensees to strategically grow our licensed proposition for 2019.

“Myself, Denille and the rest of the team would like to say a huge thank you to all our suppliers for helping deliver a great season.”

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