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“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.

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