TOTAL LICENSING
NO RULES PROGRAM GROWS
A major licensing campaign is underway for lifestyle brand No Rules, han-
dled through Newman International in Australasia with Allsorts Licensing
representing the property in the UK and Benelux territories.
Aimed primarily at the 7 – 14 youth market, No Rules is both character
and logo driven with strong graphic elements and a style direction that
combines casual and ‘street’. The brand’s focus is skate/extreme sports
and street sports and is already represented across several categories of
youth lifestyle products including apparel, stationery and sporting equip-
ment.
First created in 1994, the brand is in a growth phase around the world. In
the US, major retail support for Spring/Summer and back to school 2007
has come from West Coast regional department store Gottchalks and
national department store group Mervyns. New activity is planned for
Fall/Holiday this year at JC Penny, Kohls and Sears and KJM Enterprises,
based in San Diego, have recently signed to produce screen printed T-
shirts for boys aged eight to twenty.
In Asia, there are four active licensees with best performing product cat-
egories being sportswear, headwear, belts, beachwear, backpacks, stake-
boards and stickers.
In Singapore and Malaysia, retail concessions are included in Seiyu Bugis,
Isetan and Takeshimaya amongst others and stand-alone No Rules stores
are set to open shortly in Shanghai and Beijing.
In Europe, Allsorts report that there are five active licensees with key
product including sportswear, sleepwear, stationery, backpacks and skate-
boards.
THE LICENSING AWARDS 2007
Following the overwhelming success of the first Licensing Awards held
last September, Max Publishing are preparing for an even bigger event
this year with more than 1000 people expected to attend the Gala eve-
ning at the Royal Lancaster Hotel in London on September 13
th
.
As at the inaugural event last September, the awards ceremony will com-
prise a number of product and retail based awards, together with an
Honorary Achievement award – won last year by Richard Culley, co-
founder of Copyrights Promotions.
However, this year’s awards program has been expanded to include
three ‘property’ awards for the first time – Best Pre-School Property,
Best Schoolers Tween or Teen Property and Best Adult Property.
Tickets to the awards are now available at £160 per place or £1600 for a
table of ten, via the website – www.thelicensingawards.co.uk.
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