Licence of the decade

Licensing.biz recently asked both licensors and licensees to choose their top brands from the last ten years.

This interesting article made us think; which brand would we choose from a Cause-Related Licensing perspective?

We asked our colleague Richard Wood, Licensing & Partnership Director at Louis Kennedy to choose his top brand over the last ten years.

“For me the license of the decade just has to be Bagpuss. In 2002 I presented Bagpuss to the chief executive of Asthma UK and forecasted that over a 2 year license term sale of exclusive merchandise could help raise £100,000 for the charity. Little did I know that we would be asked to renew the license agreement again and again and go on to help raise a staggering £1.5 million for the charity!

Bagpuss is a much loved character, and Asthma UK and Louis Kennedy are immensely grateful to Oliver Postgate, Peter Firmin, Licensing By Design, and more recently Coolabi for allowing us to use the Bagpuss image. The character is particularly poignant, as an exposure to cats is a trigger for many of the 5 + million people in the UK with asthma today. The funds raised have contributed towards AUK’s research to conquer asthma, including the development of a cat vaccine.

Other AUK research projects, looking at improving asthma treatments and finding a cure, have also benefited from the funds raised.

To learn more about Louis Kennedy and Cause-Related Licensing visit

http://www.louiskennedy.com/what-we-do/cause-related-licensing.html

To read the full Licensing.biz article click here http://www.licensing.biz/features/247/Licence-of-the-decade

Return

BBC Children in Need and Pudsey Bear
The charity raised over £38 million in 2008. Louis Kennedy’s contribution was evidenced by the support of key corporate partners who collectively distributed over one million items.

Comic Relief, Monkey and PG Tips
We helped the charity secure all intellectual property rights and, using unparalleled knowledge of character merchandise, we created a believable and appealing beanie.

Asda and The Garden Gang
Louis Kennedy’s 'Healthy Eating' brainchild brought these exciting fruit and vegetable characters to life both in-store and in-pack by creating a family of 3D collectables.