The Brand Radar

From Cathedral City Heinz Beanz to Baileys easter eggs, Start Licensing’s Ian Downes puts food brands in the spotlight.

Inspired by a trip to the Exclusively tradeshow, Start Licensing’s Ian Downes looks at how brands can thrive in the homewares sector.

What are the core benefits of licensing? Start Licensing’s Ian Downes picks the brains of Rose Marketing, Nerdy Banana, A Perry and The Makersss to find out.

Start Licensing’s Ian Downes looks at the rise and rise of personality-based licensing – and why it’s a route worth navigating carefully.

Start Licensing’s Ian Downes shares some of his licensing highlights from this year’s IFE show.

Start Licensing’s Ian Downes looks at LEGO’s innovative approach to working with brands, be it youngsters with DUPLO or AFOLs (Adult Fans of LEGO) through advanced sets.

Start Licensing’s Ian Downes looks at the ever-tightening relationship between the charity space and the licensing industry.

Sparked by a Valentine’s Day partnership between Costa and Rolo, Start Licensing’s Ian Downes looks at how food brands reach new consumers.

Start Licensing’s Ian Downes looks at how the Isle of Man Post Office’s recent range of David Bowie stamps cements the notion that authenticity is key when it comes to brand extension success.

Inspired by the Booksellers Association’s Christmas Books catalogue, Start Licensing’s Ian Downes puts licensed publishing in the spotlight.