BLE Creative Corner with… Universal Products & Experiences’ Kim Saxelby

Kim, it’s lovely to connect! To kick us off, what fuels your creativity? What helps you have ideas?
My creativity is fuelled by a mix of exposure to diverse information, problem-solving briefs, and the ability to connect seemingly unrelated concepts. From reading, learning and engaging with different people and topics – from music to art to fashion… It helps me draw from a wide range of ideas and perspectives.

Creativity often comes from combining ideas in new ways. By linking concepts from different fields or contexts, we can generate innovative solutions or fresh perspectives on our diverse portfolio. Possibly the most inspiration for me comes from my design and product development team at Universal, who in my opinion are the perfect blend of creativity, commerciality and enthusiasm.

A triple threat! Now, can you tell us about a recent launch you were involved in that you feel is an especially creative use of a brand?
A recent one that springs to mind is our lifestyle range and café takeovers at Primark inspired by DreamWorks Animation’s beloved Shrek franchise. Both the team at Universal and at Primark across all functions have been working hard to pull this together. The range looks amazing, and the cafes look fantastic.

The range capitalises on the continuing popularity of the Shrek franchise. This collaboration brings a playful, nostalgic touch to the collection, appealing to both fans of the original movies and a younger generation discovering Shrek through memes and internet culture. It’s generated an amazing buzz on social media, where fans are sharing their favourite items and styling tips. This online engagement helps to spread awareness and drive traffic to Primark stores.

It’s a perfect blend of pop culture, nostalgia and fashion, offering something fun and unique for fans of the franchise.

Looks fun. And what about about a launch you’ve seen – but wasn’t involved in – that you feel is a creative brand extension?
I absolutely love the Jellycat Fish and Chips activation currently at Selfridges which combines British culture with Jellycat’s whimsical charm, offering a unique and engaging experience for kids and adults. The novelty of the concept – along with the exclusivity of the products – has created a buzz on socials. I would love to do something similar for one of Universal Vault properties, like JAWS or Universal Monsters.

Keep us posted should that become a reality! What do feel is key to successful creative collaborations between licensors and licensees?
Aligned vision and goals. It’s crucial that both the licensor and licensee share a common vision for the project or IP. This alignment ensures that both parties are working towards the same objectives, with a focus on designing innovative and engaging products, break-frame creative and deepening the brand’s connection to fans. We curate best-in-class partnerships based on the brand’s ethos and shared core values as well as a shared creative vision.

Consistency in how the brand is portrayed is essential to maintaining its integrity and appeal, while the licensor must allow for creativity and flexibility to create newness. Successful collaborations often result from a long-term perspective rather than focusing solely on short-term gains. Building a sustainable partnership and feeding it creatively can lead to ongoing opportunities and greater success over time.

Kim, this has been great. Before we wrap up, BLE is only a few weeks away. Is attending the show a good means of fuelling creativity for you?
BLE gives us exposure to diverse products and brands, ranging from global powerhouses to emerging properties. This variety can inspire new ideas by exposing you to different brand strategies, aesthetics and innovative product lines… Not to mention industry trends and insights via the many seminars, presentations and panel discussions available to check out.

It can definitely fuel creativity and spark new ideas by providing a rich environment full of inspiration, learning opportunities and catching up with old friends and colleagues from the last 20 years! Which is probably my favourite part!

Agreed. Thanks Kim; see you at BLE!