The Brand Radar: Brands in the mix for Gift of the Year 2024

The Giftware Association recently revealed the shortlists for the Gift of the Year Awards.

The Association understands the importance of the relationship between licensing and gifting. They recognise this by dedicating one of the Award categories to Branded Gifts. This category features 13 products – all of them licensed products – which in itself is a good indicator of the level of licensed activity in the gift sector at the moment. But licensing wasn’t just confined to this category, with licensed products popping up in a number of the other categories.

I’ve looked over the shortlists to see how licensed products fared and below are my 10 ‘licensing picks’ from across the categories. These products reflect the breadth of licensing that currently features in the gift sector, but also the diversity of licensed brands, products and designs within it.

William Morris At Home Forest Bathing Refresh & Reset (Bath, Beauty & Spa category)
This product comes from leading personal care and toiletries supplier Heathcote & Ivory – an experienced licensee that has used licensing for a number of years in a very selective way. Their William Morris range has been running for some time and this product is a new addition to the established collection. It’s a very good example of how heritage licensing has a firm footing in the licensing market these days – and how timeless designs like William Morris can be deployed successfully when coupled with well-chosen products.

It’s a good example of how a licensed range can grow over the years. Often there is a temptation to seek instant success with a licensed range. Of course there has to be early momentum, but increasingly licensees and retailers recognise that licensed ranges can be long-term ones – particularly those that feature design or heritage brands.

The Adventures of Paddington Tea Set and Soft Toy (Children’s Educational and Pre School)
This product was developed by Rainbow Designs, another experienced licensee. Indeed, the majority of their output is licensing-led. They have built up a portfolio of classic characters, including ones like Paddington that have a publishing background. A challenge when marketing classic characters is bringing freshness to the market. With this product, Rainbow Designs has succeeded in creating a compelling new product offering by combining a trusted product format – a plush Paddington – with the new elements of tea set and suitcase.

The product works well in the gift category whilst also appealing to other channels like toy and book retailers. It includes some nice extra touches, like stickers to personalise Paddington’s suitcase. This is a really good example of a licensee extracting full value from a license. Most licensed properties come with well-developed style guides that include design icons and motifs. These design elements can be used to create product extras – like stickers – which help add value to the overall product in the consumers’ eyes.

Modern Art Distillery (Contemporary Gift)
Modern Art Distillery have linked up with a number of contemporary artists to create this collection of spirits – including gin, vodka and rum. Featured artists include Alice Bulmer, Chris Pompa and Lu Cornish. The artists have created label art for the bottles and, as well as the bottles, Modern Art have made limited edition prints of the artwork available to buy. This is a great example of how art licensing is becoming more important in the overall licensing marketplace – and how companies can work directly with artists to create bespoke artwork that fits their purpose well.

It’s also a good example of the increased connection between licensing and alcohol producers, be they distilleries or brewers. Over recent years there have been an increasing level of licensing in the alcohol category, with products featuring the likes of Iron Maiden, Judge Dredd and the RHS hitting the shelves. These partnerships have been driven in part by art and design – but also focused on creative thinking around product development.

I Like Birds Glasses Cases & Premium Glasses Cloths (Fashion Accessories & Jewellery)
I Like Birds and licensee Opticaid UK have been working together for some time and represent a good example of the importance of nurturing relationships in licensing. This is also another good example of how art licensing can be tailored to work effectively in specific categories and product areas. Licensing is getting better at spreading its reach beyond traditional categories; it’s more common to see licensing being used in specialist product areas and fast growing categories.

Licensing can help manufacturers establish themselves in a category quickly and with a unique identity. When working directly with artists, licensees are able to respond to specific opportunities and also talk about design trends. I imagine that the relationship between I Like Birds and Opticaid is a very proactive one, with a regular exchange of ideas and opportunities. Often the most successful licensing partnerships are ones that are built on a cornerstone of good communication and a flexible approach to design requirements. Increasingly one size doesn’t fit all.

Fast Track TfL Card Game (Games & Puzzles)
Developed by Gibsons, this card game builds on the games company’s ongoing relationship with Transport for London. Gibsons have a number of other TfL products – including Mind the Gap, Connecting London and Race the Rails. This new product was invented by Andrew Harman and features designs from artist Clare Elsom, which Gibsons has used before for a children’s puzzle. This product combines two games in one and makes full use of the rich content that the TfL license delivers.

Games and puzzles now enjoy much broader distribution, taking in gift retailers – not least as boxed games work well as gifts in terms of size and formatting. Products like this one also show how well chosen content can inspire product development. Whilst TfL is particularly well known in London, iconic designs like the Tube roundel have broader appeal and work well in the souvenir market.

Licensees are increasingly being more challenging around their licensing acquisitions – particularly around the issue of distribution… They are keen to know where they will be able to sell their licensed products and are hoping products work in multiple channels. Another factor in this case is that I would imagine TfL will stock this product in outlets such as the London Transport Museum in Covent Garden, which will help bolster sales for Gibsons.

RNLI Boat House (Heritage Gifts)
Designed with the Royal National Lifeboat Institute, this papercraft kit from PlayPress Toys is based on the Mumbles Boat House. The playset is a 3D building playset designed to be played with time and time again – and it’s packaging free. The product will be in the market in 2024 to tie in with the RNLI’s 200th Anniversary.

PlayPress attend tradeshows like Top Drawer and have long recognised that their products have appeal beyond toy retailers. They have other licenses with character brands such as Shaun the Sheep and The Gruffalo, and have built distribution in areas like independent gift retailers, heritage sites and book shops. Priced at £15, this kit works well in the context of gifting and the ‘making’ element provides long-lasting play value. PlayPress have been recognised for their creativity and innovation, picking up industry awards for their products before.

Grinch Pet Toys (Pet Gift)
Licensee Fizz Creations are a frequent user of licences in their business and have enjoyed considerable success with ranges such as their Slush Puppie line. They have recognised that licensing can give them an edge in the market with ranges that stand out and allow them to tap into product trends. There is certainly more interest and demand for pet gifts at the moment and Fizz Creations has tapped into a well-established brand in The Grinch – which has a high profile around the Christmas period.

A development like this gives Fizz Creations an exclusive product to bring to market, but also ammunition for PR, trade marketing and social media. Licensing can really help companies raise their profile and deliver engaging content for social media. In a key trading period like Christmas, this can really help drive sales and secure listings. This is also an example of licensing adding some fun to a fast growing category.

Relaxeazz 2 in 1 Travel Pillow (My Gift of All Time)
The My Gift of All Time category is framed to capture bestsellers and items that are perennials for retailers. Puckator’s Relaxeazz 2 in 1 Travel Pillow fits the bill as a range that Puckator constantly update through licensing. Puckator has a blended product portfolio where they mix licensed ranges with non-licensed designs. It seems to be a successful formula that appeals to retailers and reflects how most retailers operate by offering a mix of products.

This product combines a soft toy with a cushion and eye mask. They have used brands like Pusheen and The Original Stormtrooper to refresh the range and to keep ‘on trend’. This is a really good example of a licensee recognising that licensing can help create variety and bulk up a range. Crucially, Puckator need to make sure the licenses they select have ongoing appeal and work in gift retailers. For brand owners, this represents the opportunity to see their brand associated with a fun and fashionable product that’s on-trend and innovative. It’s nice to see a gifting company using licensing to grow the reach of a new and innovative product.

Shaun the Sheep Plantable Children’s Book (Branded Gift)
Launched in September 2023, this Shaun the Sheep book is plantable. Made from 100% recycled post-consumer waste paper and is embedded with 5,000 UK native wildflower seeds on the covers. This is the first venture into licensing for WillSow and follows on from their successful appearance on Dragons’ Den.

For Aardman the book dovetails well with their Oner Farm marketing focus for Shaun the Sheep, which looks at issues like sustainability and sourcing. For WillSow, they have been able to add a new product to their existing portfolio that has given them additional distribution opportunities and a fresh story to tell. It’s a really nice example of a good ‘fit’ in licensing terms, with both parties gaining from the partnership. Product-wise, it suits the gift market well and is a great example of a license being well chosen and delivering creatively.

RHS Gifts for Gardeners ‘Asteraceae’ collection (Branded Gift)
My final selection features a range from the Royal Horticultural Society, developed by Burgon & Ball. The RHS are a great example of a heritage brand that has embraced licensing, recognising that it can deliver new revenue streams and open new channels for them to reach consumers. Organisations like The RHS have access to archive material that can be adapted for licensing purposes and create a creative resource that can be used over the long-term – allowing licensees like Burgon & Ball to plan ahead. In brand licensing, it’s important that licensees can enter into agreements that give them confidence of long term success. A key factor here is the regular supply of artwork and design assets that they can use to inspire new product collections.

There is also a benefit to licensees of working with organisations like the RHS that bring authority to a subject and deliver authenticity. The RHS also has the ability to shine a light on products through their own shops, publications and events. The RHS and Burgon & Ball have been working together for some time and I suspect The RHS feel comfortable with their partner in this category – not least because of the approach to design but also their retail reach. Importantly, fresh design encourages consumers to buy again and in the context of gifting can be quite motivational. In this context, The RHS is a brand that a gift purchaser can trust – even if they aren’t a gardening expert themselves.