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“You cannot deny the influence of Netflix”

Moonpig’s Sarah-Jane Porter on how the streaming service has opened up licensed brands to new audiences.

The influence of Netflix is one of the key trends having an effect on the licensing business.

This is the view of Sarah-Jane Porter, head of licensing and cards at Moonpig, who told Licensing Source Book at the product category judging of The Licensing Awards: “You cannot deny the influence Netflix has had and will have on licensed brands.

“Nowhere is this more evident than in adult brands. Just look at how Friends has taken hold, bringing a whole new generation to the brand.

“On the adult brand front, popularity for Stranger Things will continue to grow to the end of 2019 while interest in Rick & Morty is also being sustained.

Sarah-Jane also highlighted influencers as another trend having a major impact on the licensing business.

She continued: “At the younger demographic the role of influencers cannot be ignored. We are looking to work with Tiana and have our eyes out for others who chime with the younger age groups.”

This feature originally appeared in the autumn 2019 edition of Licensing Source Book. Click here to read the full publication.

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