TOTAL LICENSING
Sheepworld will also be appointing Flowertots and Roary the Racing producing a variety of products.
licensing partners for various prod- Car. Roary follows the adventures of Sheila lives and works in Derbyshire,
uct categories in this territory and is Roary and his friends at Silver Hatch on the edge of the Peak District Park
looking for further licensing partners race track. and has been a professional artist for
in all other territories in particular Award-winning comic Peter Kay
UK, Benelux and Scandinavia. Sheep- provides the voice of Big Chris the
world has over 20 licensees in vari- mechanic and racing legend Sir Stir-
ous categories ranging from bedding ling Moss is the narrator. Featuring a
to bicycles. Licensees include Raven- mix of stop frame animation and CGI,
sburger, Herding, teNeues, Heye, Ber- Roary the Racing Car had its TV pre-
telsmann, Quelle, BIC in Germany, miere on Five’s Milkshake! and Nick
Passion Cards in Poland and Danilo Jr in May and now has over 24 UK
and GB Posters in the UK. licensees and international TV sales
The Lego Group regards licensing to over 60 territories.
as an opportunity to strengthen the Fifi and the Flowertots remains the
Lego brand by offering Lego fans the number one pre-school property for
opportunity to experience the brand girls, a position the brand has held for
in other ways than through the core the last year. Fifi has now made £70
toys. million at retail globally and sold over
The Lego Group has licensed pro- 12 million units to date. The TV series
ducts in a number of different cate- has picked up sales to over 160 ter-
gories including video games, apparel, ritories.
footwear, school bags, pens, publishing The National Maritime Museum
and furniture and is seeking to ex- has an active licensing program, which
tend the Lego brand equity further currently operates in the UK, Europe
globally. and the US. The Museum encompas-
The Lego Group is a privately held, ses two brands: the National Maritime
seven years. She uses watercolour as
family-owned company, based in Bil- Museum and the Royal Observatory,
her main medium because of what
lund, Denmark. It was founded in Greenwich. Under the umbrella of
she describes as its unpredictability
1932 and today the group is one of The National Maritime Museum, are
and transient nature.
the world’s leading manufacturers internationally recognised brands, ac-
Sheila paints a variety of animals, such
of play materials for children, em- cess to previously unpublished and
as horses, cats, dogs and hares to
ploying approximately 4,500 people unseen images, and access to cause-
name a few. She also has a fondness
globally. Lego products can be pur- related marketing etc.
for Venice and loves the architec-
chased in more than 130 countries. UK award winning water-colour ar-
ture and images that can be conju-
Wendy Darker has been a designer tist, Sheila Gill will be returning
red from it. Sheila has more recently
within the giftware industry for over to Brand Licensing to extend her
produced collections of children’s
15 years and her work can be seen licensed products range with her
animals as well as English Seascapes
over an array of merchandise.
and landscapes. Properties
She has been presented with
include greetings cards, limi-
the Gift of the Year Award at
ted edition prints, tile murals,
the Royal College of Art and
open edition prints and china
has also won a best business
mugs, as well as featuring in
award from Business Link.
many mail order catalogues
She is universally known for
both in the UK and US.
her popular collections of
Start Licensing will be ex-
bright and bold imagery. Her
hibiting their varied portfolio
experience and ability to
of brands. The Beano, which
produce marketable designs
celebrates its 70th Anniver-
has ensured a successful col-
sary in 2008 will be featured
laboration with a number
on the stand with a strong fo-
of licensing partners. Wendy
cus on iconic character Den-
continually works on new
nis the Menace. Dennis the
material and many new de-
new children’s, equine and chicken
Menace is featured regularly on BBC
signs will be showcased at the show.
collections. Following a successful vi-
television in his own animation series.
Chapman Entertainment will be
sit in 2006, she has forged licensing
There is also a dedicated Beano area
exhibiting its properties Fifi and the
relationships with several companies
at Chessington World of Adventures.
95
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