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“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, 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.

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