TOTAL LICENSING
The big question...
Licensing expert and parent, Caroline Mickler, asks how we can
take advantage of low cost manufacturing yet at the same
time demand less environmentally damaging packaging?
We are made to feel like social brand extension business for
pariahs if we dare to ask for car- years I now find I have a built
rier bags in the supermarket, and in research sample - me. It’s
in this day and age why not, after surreal, I go to shop and find
all it’s no big deal to take a few of myself casting a professional
those permanent bags back each eye over the goods on sale
time and save that real menace and then I spot something that
to land fill? I just have to have for Junior
So we have now been trained to and suddenly I am the ‘target
separate our rubbish diligently for market’. That’s how it was
recycling, god help us if we put card when I saw the luggage set. He
in the bag meant for paper or leave a didn’t need it, certainly hadn’t
cap on a glass bottle. With all this nan- asked for it and didn’t know
nying in the name of green it is noth- he wanted it. There were 5
ing less than shocking that as yet the separate items from a suitcase
eco friendly credentials of packaging on wheels down to a small
wallet, all absolutely essential
“It’s surreal, I go to shop and find
for the international travelling
two year old. The accessory
myself casting a professional eye items were individually packed
in plastic bags although they
over the goods on sale and then I
were slipped inside the main
spot something that I just have to
item. There are good eco-
economic reasons by someone very
nomic reasons for this in the manufac-
close to the manufacturing process.
have for Junior and suddenly I am
turing process I’m sure, but each item
This affair is just the tip of the iceberg
the ‘target market’. That’s how it
was wrapped in a plastic bag. Not re-
and the industry needs to look at far
cyclable and also dangerous.
greater self regulation rapidly for the
was when I saw the luggage set. He The big question being that with so
good of society or we’ll find the EU
didn’t need it, certainly hadn’t asked
much of our manufacturing being in
regulates and that will just be a mess.
China how on earth can we take ad-
for it and didn’t know he wanted it.
vantage of the low cost manufacturing
So it all comes back to where
base yet at the same time demand less
There were 5 separate items from a
the most pressure can be ap-
environmentally damaging packaging.
plied. Please do not ask the poor
suitcase on wheels down to a small
Heaven forbid, our margins might suf-
consumer to only buy properly
fer by a fraction of a percent. Retail
packaged goods. Childhood and
wallet, all absolutely essential for the
has a responsibility here. Retail is the
parenting doesn’t work like that.
international travelling two year old.”
power. If they say package better, we
Manufacturers need to make the
package better. Manufacturing is all
changes and make an effort to
about value engineering, every aspect
get this right without becoming
we use on product for kids just goes
of the process is examined. Tiny frac-
pious and using the new found
on unchecked. The aftermath of this
tions of a penny cost reductions on a
eco responsibility as the latest
Christmas bonanza is certainly going
high volume piece really matter. Maybe
marketing angle.
to give the land fill sites a thoroughly
that’s why there was the paint scan-
It’s one of those cases of manu-
Christmas-like reason to belch.
dal, certainly the leaden paint wasn’t
facturers just ‘getting with the
I bought a well known character lug-
the premium product and whilst the
programme’, and the bodies to
gage set for my two year old recently
brand owner was wholly innocent
ensure they do it?
– being a relatively new mother and
in the affair, the decision to use the
after having been in the licensing and
wrong paint was certainly taken for
You guessed it ….Retail !
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