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“Significant attention will continue to build across lifestyle brands”

Licensing Link Europe’s Chris Taday on the biggest opportunities for the UK licensing industry in 2021.

Last year showed that licensing is an industry which can move at speed, adapt and still keep delivering amazing products and programmes.

Against this backdrop, asks some key licensors and licensing agents for what they think will be some of the biggest opportunities for the industry in 2021.

Today: Chris Taday, director, Licensing Link Europe.

“This year will be a bumper year for licensed sport event products – with the European Championships, Olympics, Paralympics, Lions tour and Rugby League World Cup due to take place, fans will want to own a piece of merchandise to highlight support for team and country.

Significant attention will continue to build across the lifestyle brands where there is no reliance on external factors – plus these continue to be relevant all year round so should offer retail comfort in their ability to deliver consistent sales.

There will be tremendous opportunities within the digital gaming space, in particular integrating brands and characters into the standard gameplay.

Finally, there will be opportunities for licences and products to enjoy visibility and share of voice across the digital space – taking emphasis and reliance away from those bricks and mortar bastions that don’t have online presence. This is certainly great for competition and great for those licences that could otherwise struggle to present themselves to consumers.”

This feature originally appeared in the spring 2021 edition of Licensing Source Book. To read the full publication, click on this link.

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