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“Sell-through remains consistent on our key brands”

Disguise’s Mike McGillion on building for Halloween, Christmas and Carnival, plus expansion through new territories.

LicensingSource.net catches up with a selection of licensees across a number of categories to find out their expectations for summer trading, how sell-through is going in their respective sectors, concerns and what they are most looking forward to as Q3 approaches.

Today: Mike McGillion, VP of Sales in EMEA, Disguise.

“Summer is where our customers build their ranges and plans for launches for Halloween, Christmas, Carnival and World Book Day dependent on region. This time is also used to plan retail execution and marketing initiatives.

Sell-through remains consistent on our key brands and very strong within regions where we’ve been expanding – Eastern Europe is very strong as the consumer is given more access to our categories. Main concerns are around conflicts continuing in the Middle East and disrupting trade, particularly if they expand.

The ideal situation [entering Q3] would be for conflicts to be resolved and trade normalised. We are looking forward to the content from our licensing partners hitting the consumer, driving pull-through at retail.”

This feature originally appeared in the summer 2024 edition of Licensing Source Book. To read the full publication, click on this link.

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