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“We have had to devise new styles of experiences”

Rainbow Productions’ Simon Foulkes on launching new experiences which maintain integrity and have quicker customer flow.

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: Simon Foulkes, md, Rainbow Productions.

“Having now cleared the backlog of costume manufactures, the workshops are now up and running and the whirr of the sewing machines and buzz of the lathes is a very welcome return to a sort of familiarity.

During lockdown we invested in staff training and redesigned our workshop spaces with two goals – the first being to create COVID protected pods and secondly to increase our productive capacity. Complementing the new space we have also acquired new technology with a view to giving us a long-term global competitive edges. Now the challenge is to capitalise on these investments and create the need in the costume character creation market.

The programme of Adapted Character Engagements (ACE) we introduced in the summer was transformative and put children and their families at the heart of the experiences.

Historically Q4 has always been a very busy time for character appearances, but this year with reduced capacities at venues we have had to devise new styles of experiences which maintain integrity and have a quicker customer flow.

For this winter we have evolved the ACEs and will be launching a series of character events featuring 4m and 5m inflatable snow globes with the costume characters inside, augmented by the Rainbow Magic Makers who will enhance the activations even further.”

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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