BLE Creative Corner with… Paramount’s Sarah Martin

Sarah, thanks for making time. Can you tell us about a recent launch you were involved in that you feel is an especially creative use of a brand?
Our recent launch at Primark to celebrate SpongeBob SquarePants’ 25th birthday was nothing short of extraordinary. The collection featured 18 unique SKUs, including our popular Fam Jams, complete with options for pets – ensuring the whole family could join in on the fun.

The collaboration was more than just a product; it was an experience. We also orchestrated a 12-week café takeover in three of the largest UK stores, where customers could indulge in SpongeBob-themed food and drinks. The café environments were fully themed to align with the apparel ranges, creating a visually cohesive and immersive in-store experience. Let’s not forget photo opportunities in store and even walk around characters.

The launch was powerfully supported by extensive digital and social campaigns, propelling SpongeBob and his friends into viral sensation territory. The entire range captured the essence of SpongeBob’s bright, fun, and bold character and multi-generational appeal. Overall, this launch was a success not only in terms of sales, but also in how it reinforced the brand’s connection with its audience in an innovative and meaningful way. It was the perfect way to commemorate 25 years of SpongeBob SquarePants!

Great pick. And what’s the key to successful creative collaborations between licensors and partners?
When working with our Paramount DTR partners, it’s essential to provide best-in-class creative that is both on-trend and tailored to each retailer. Offering exclusive designs and unique art styles ensures that our partners have bespoke and trend driven products. I often encourage our partners to view us as an extension of their team… By cross-sharing trends, colour palettes and insights into what has and hasn’t worked, we can continue to have the best – and more importantly, successful – products in store.

What fuels your creativity? What helps you have ideas?
I draw inspiration from a wide array of sources, including street style, catwalks, art galleries, social media and more recently illustrators – I love finding new art styles or talent to collaborate with to show our characters in a different way. Collaborative environments also play a big role in fuelling my creativity. Brainstorming sessions with diverse teams often lead to unexpected insights, as different viewpoints challenge me to think outside the box.

“I often encourage our partners to view us as an extension of their team.”

My creativity is largely fuelled by the challenge and excitement of working with licensed products. There’s something incredibly inspiring about taking an established, beloved brand and finding fresh, innovative ways to bring it to life on product. It’s about finding that perfect balance between staying true to the brand and innovating in ways that excite both long-time fans and new audiences.

Great answer! BLE is coming up. Do you find attending the show also helps fuel creativity?
BLE is a good means of fuelling creativity. It’s a wealth of innovative designs, new product formats, new art styles and collaborations… Just walking the floor can spark a multitude of creative ideas as you encounter cutting-edge concepts and explore a range of approaches to branding and product development. The vibrant atmosphere and array of exhibits provide endless inspiration, helping you discover new trends and innovative solutions that can drive your own creative projects forward.

Thanks again Sarah.