This ad will be closed automatically in X seconds.

“The specialist collector market has proven successful”

Bandai’s Kirsty Mackenzie talks Dragon Ball success and returning consumer confidence.

With 2020 now in full swing, many in the industry will be hoping to move on from the uncertainty that swirled throughout 2019.

Source catches up with a selection of licensees to ask them about their hopes and fears for 2020, from both a business and a personal point of view.

Today: Kirsty Mackenzie, head of marketing, Bandai UK

“Bandai UK had an exciting year [in 2019] with new product launches, and expansions to our own IP and licensed portfolios. The specialist collector market has proven particularly successful with our Dragon Ball range out-selling expectations.

We’re optimistic that the range will continue to perform throughout 2020, and that we’ll build on 2019’s positive performance by implementing a robust and immersive experiential campaign in [2020], bringing Dragon Ball to a wider, mass audience.

We’re also hopeful that consumer confidence returns before long and we start to see the halt in high street retailers closing. It would be incredible to see more support to help encourage retailers with how best to create environments and space for today’s consumers.”

This feature originally appeared in the spring 2020 edition of Licensing Source Book. To read the full publication, click on this link.

Want to read more news like this? Simply sign up to our daily digest in the box below. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

Licensing International brings industry together to discuss diversity and inclusion and how companies can take authentic action....
Entry deadline for Best Licensed Promotions Campaign in this year's awards is Friday August 14....
Penguin Random House Children's launches new content campaign for families throughout the summer holidays....
Bel Licensing's Patrick Tamburlin on adapting processes and ways of working, as well as starting new projects....
Archive episodes from the first generation of Beyblade debut on official YouTube channel ahead of new product launches this summer....
Bespoke 77's Mark Tomlin on exploring new opportunities and collaborations during lockdown....
Get the latest news sent to your inbox
Subscribe to our daily newsletter