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“We entered Q4 on track to have the best Halloween season on record”

Dominique Peckett, director of product and marketing at Smiffys, talks Halloween and feeling positive.

As we move into the ‘golden quarter’, asks a selection of licensees how summer was for them, what were some of their successes and what do they see as the highlights and challenges as we enter the final part of the year.

Today: Dominique Peckett, director of product and marketing, Smiffys.

“We had a great summer at Smiffys. Festival season has been key again for us this year, with our new festival hats and accessories being a sell out. We’ve also noticed an increase in family festivals with fancy dress themes, helping to boost the quieter summer months.

We can’t talk about success this summer without mentioning the Barbie movie release. Our Barbie costume collection has been amazingly popular; we’ve been seeing it featured all over social media this summer and we are looking forward to seeing Barbie and Ken being a top costume trend going into Halloween.

We are entering Q4 on track to have the best Halloween season on record – our pre orders have been record breaking and we have a strong stockholding heading into the season ready for last minute top-up orders. This Halloween is the first for many of our new licences and we are excited to see these launch to consumers for the season including Rocky Horror Show, Friday 13th, IT the Movie and Beetlejuice.

A challenge we will all be facing going into Q4 is the continuing cost-of-living crisis. With everyone feeling the pinch, this could affect sales across the board heading into Halloween and Christmas. We’re feeling positive though, and we are already seeing strong sales for Halloween across the B2C side of the business, online and in-store.”

This feature originally appeared in the autumn 2023 edition of Licensing Source Book. To read the full publication, click on this link.

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