Licensed ranges make up a key part of the party market, with properties popular for all ages from preschoolers to adults. Brands are prominent in a number of annual events, particularly Halloween and World Book Day, as well as everyday events such as birthdays and group events like hen and stag parties. PPE found out what’s hot right now in the world of licensing.
Often when we think of licensed party ranges and dress up, we think of children’s brands such as Peppa Pig, Peter Rabbit and Paw Patrol, among many others. But licensed sales run far beyond the realm of preschool, with recent increase in popularity around the likes of gaming licences for older children. And beyond that, adult licences can add strong sales revenues throughout the year.
Dominique Peckett, director of Smiffys, says licensed and non-licensed work together in the company’s offering: “We have found that our licensed and non-licensed ranges compliment each other. Our non-licensed catalogue of products offers variety, value and options to suit all occasions. The licensed category continues to be successful as we can bring to life recognisable, popular characters from a huge range of licensed properties for those customers who want to transform into well-known icons with ease.”
To read the full article in the digital issue of Progressive Party Europe magazine, and find out what properties are hot right now, simply click here.