Food & Drink

Start Licensing’s Ian Downes takes us inside the development of Meyer’s new Nadiya Hussain homewares and bakewares collection.

Ashleigh Amos, Head of Brand Experience at Camden Town Brewery, tells us about the development of the Camden Marmite Ale – and the firm’s ambitions when it comes to future brand partnerships.

Scott Shillet on Endemol Shine North America’s most challenging IP

“Combining Marmite’s distinctive flavours with our never pasteurised beer might seem like an unlikely pairing at first – but trust us, you’re going to love it,” said Ashleigh Amos, Head of Brand Experience and Partnerships at Camden Town Brewery.

Victoria Whellans tells us how WildBrain CPLG expands its entertainment, sport and brand licensing.

“So many of our favourite summer memories involve BBQ and Bud, meaning we had a ton of personal experience to draw on creating these candles,” said Homesick’s Lauren Lamagna.

Partnerships include Kellytoy for plush, Spin Master for games and YWow for novelty sized puzzles.

“It will inspire young minds and help children to learn more about where their food comes from, the effort that goes into producing it, and the importance of establishing ethical and sustainable farming practices now and long into the future,” said M&S Food MD Stuart Machin.

Start Licensing’s Ian Downes looks at the recent partnership between M&S and ITV’s new Cooking with the Stars show – and how the collaboration has spanned in-store activity and tie-in product.

We caught up with Victoria to find out more about the origins of The Brand Informer, and how it’s helping change the relationship between retailers and brands.