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TOTAL LICENSING
Quick
Win to
Excellence..
I am a firm believer that there are no ney). With more than 15 years experi- your product to the next level.
prizes given out for taking the path ence in the field of Children’s product 6 steps towards great product
Laura Ashley-Timms,
of most resistance - and yet I regu- development, Michelle is unique hav- development
the Licensing larly meet people running businesses ing worked in the 3 key disciplines of
1. Get into Character!
Industry’s very own
that see “asking for help” as a sign of Retail, Design and Licensing.
No, it’s not just for actors and actress-
Coach, has teamed
weakness. I need to set the record I would like to hand over to Michelle
es – I find this is a sure fire way of not
straight - seeking help from experts – who is going to share her perspec-
up with Total
missing those key elements that make
is not only a true sign of strength – it tive on what it takes to design great
Licensing to
every character different. If your char-
is also one of the fastest ways to suc- consumer products for the Licensing
acter stands out as being different so
challenge you to cess! If you are a great leader you are
Industry.
should the product!
improve yourself
not going to be an expert on every-
A Creative Step Ahead – by Start by getting into their world:
and your business.
thing – so to be the best, you need to
Michelle Somerville where they live, what their typical day
seek out experts who can add amaz-
Accelerating change is working its looks like, who their friends are, what
ing value to your business and who
So read on... and
way into most developed industries do they eat for lunch etc.
you can build a long term relationship
and consumer product development
then send in your
One example could be Tinkerbell. A
with – effectively outsourcing these
is no exception. We are in a world of teeny tiny fairy living in a secretive
questions to be
areas and keeping your fixed costs
increasingly rapid change and we all world where everything is in minia-
answered in our
under control!
need to make headway at the speed ture, she is playful and enjoys mischief.
regular
Look no further of light to stay ahead of the game. Her world is a palette of greens &
‘Coaching Corner’
“Where do I find “experts” I can Whether it’s the production of a new blues; it is translucent & light, delicate
trust? style guide or the launch of a new and organic. Instantly you banish from
feature.
One of the best ways is by referrals – product category getting the design, your mind any product that may be
and of course how better to demon- character presence and packaging pink, bold or oversized.
strate this than leading by example! right is key. Both char- It can be the difference
As such I would like to introduce you acter and product need between a shampoo

to an amazing company and an expert to connect with the bottle being made of
resource for the Licensing Industry in consumer with light- opaque plastic with
general. Great product leads to great ning speed to fend off a cumbersome top
sales – a short cut to great product the potential purchase and oversized char-
is great design. Your goal is to work of a competitor prod- acter art to being a
with a design company that is not only uct. delicate transparent
creative, but genuinely understands I’m not going to pre- bottle wrapped in
the needs of the retailer, the Licensor tend there is a scientif- petals, which unfold
and the Licensee. ic formula to designing to reveal a little fairy
The company I want to introduce great character prod- surprise.
you to is Marshmallow Creative. uct. You always need
They come to licensing design from a that added element of 2. Take a second
unique perspective – because the MD creative whiz-bang-fizz, glance!
and driving force of this great com- however in the follow- Another test of
pany, Michelle Sommerville, has not ing paragraphs I have whether a product
only been a top designer within global identified some key or piece of graphic
retailers but has also been Creative steps, which will defi- design will be a suc-
Director for a global Licensor (Dis- nitely assist in taking cess is when you have
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