“Toys and games remain very much at the forefront of parents’ minds”

Vivid’s Emma Weber talks learning to navigate new consumer behaviours and the launch of Love Diana in SS21.

As we move into Q4 and planning continues apace for 2021, LicensingSource.net catches up with a selection of licensees across categories to ask them about the biggest challenges facing their business as we head towards the year-end, but also the biggest positive they are taking from 2020.

Today: Emma Weber, marketing and licensing director, Vivid.

“The biggest challenge for Vivid was forecasting, learning to navigate new consumer behaviours and be agile enough to adjust marketing campaigns that captivated families at the right time to influence purchase decisions for Christmas.

The positive to take from the past few months is that toys and games remain very much at the forefront of parents’ minds, and sales as we move into the final few weeks of the year have shown that great products, strong licences and enduring brands like Crayola can continue to perform well, even in these continued uncertain times.

We are looking forward to launching Pocketwatch’s Love Diana range to fans of her YouTube channel in S/S21, as well as new innovations in Crayola and building on the successful launch of Vet Squad this A/W.”

This feature originally appeared in the autumn 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 by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
GGFremontCompany500x500
 
US food manufacturer The Fremont Company has appointed brand licensing boutique Golden Goose to develop its strategic licensing programme internationally for the Mississippi Barbecue brand....
PoeticBrandsXbox500x500
 
The partnership was supported by Xbox’s European licensing agency Tinderbox, the specialist digital division of Beanstalk....
AnthonyGarnon500x500
 
Titan Entertainment Group has welcomed Anthony Garnon to lead its Titan Merchandise team and Forbidden Planet direct to retail team....
BeagleScout500x500
 
WildBrain CPLG is attending Korea’s largest interior design and lifestyle exhibition, The Seoul Living Design Fair 2024, with a comprehensive range celebrating the 50th anniversary of the Beagle Scouts from the character brand....
TalkingTom500x500
 
Prism Licensing has been tasked with collaborating with local partners to further grow and expand the licensing programme for the property....
HeinzGodfather500x500
 
Heinz has partnered with Paramount to launch a new limited edition pasta sauce inspired by The Godfather....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.