Start Licensing’s Ian Downes looks at the upcoming launch of Budweiser popcorn from Joe & Seph’s, and how the firm is using brand collaborations to drive innovation in the category.

We caught up with Sanderson’s Licensing Manager Liz Bonnert, Head of Partnerships Fleur Neal and Licensing Assistant Dhamina Mistry to find out more about the firm’s portfolio of brands.

To find out more about Motul’s brand values, and why now is the right time to embrace licensing, we caught up with Romain Grabowski, Head of Brand at Motul.

With clients including Kellogg’s, Disney, WWF and Tesco, Gary Pope discusses the licences and values he holds.

This month, industry figures are looking at the UK’s most watched drama series of the 21st Century, Line of Duty – and its potential for brand extensions.

The new funding competition will see Innovate UK invest up to £2.5m in innovative projects from UK registered micro and small businesses in the creative sector.

“At Johnnie Walker Princes Street, we want our visitors to begin their immersive storytelling experience from the moment they walk through our doors,” said Greg Klingaman, Diageo’s Global Retail Director.

The film tells the story of Sir Gawain, King Arthur’s reckless and headstrong nephew, who embarks on a daring quest to confront the Green Knight.

“Hellcat is a hop-forward lager with a golden hazy appearance and crisp finish – an epic beer worthy of this massive collaboration,” said James Watt, CEO and Co-Founder of BrewDog.

Mizuno Corporation’s UK Marketing Manager, Graham Johnson, on the sports company’s partnership with comedian Eddie Izzard – and a recent brand collaboration with the Rijksmuseum.