74 which products to create by where the gaps in the market are. Effectively, we’ve reverse-engineered the traditional licensing model by looking first at what retailers want to fill their shelves with, and what they know their customers will buy, and then helping our brands create those products with the right licensee partners. What this approach has told us is that craft products are currently in huge demand by retailers and our brands’ target audiences. Not only that, but with customers being more considerate than ever with their disposable income and more inclined to support independent and UK businesses where they can, the opportunity for small craft companies is huge. And there are many small craft businesses that are reaping the benefits of this already. Last year, we paired The Crafty Kit Company with iconic character brand Moomin, and in December, we announced the launch of a range of 12 craft kits for the brand, based on the beloved artwork of The Moomins’ creator, Tove Jannsson. The kits include needle felting, cross stitch and embroidery, designed to appeal to both the craft and gift market - and of course to the growing community of Moomin fans worldwide. When establishing this relationship, we were keen to find a licensee that could not only deliver a beautiful, high quality range of products, but would also share Moomin’s brand values. We hit the craft departments of high street stores for inspiration and found The Crafty Kit’s stunning range in John Lewis. Of course, we recognise that many craft companies aren’t lucky enough to have a position in a high street store so we recommend that if you aren’t, you get in touch with us to make your products known and to be added to our records for future conversations. This deal with Moomin was one of The Crafty Kit Company’s first licensing projects, which could be a little daunting, but the founder, Jo Lochhead, clearly understood the commercial opportunity and above all was deeply passionate about developing this range. Our team of experts supported her throughout the process from the negotiations and license agreement, through to creative kick off and production. Thanks to The Crafty Kit’s dedication and vision, collaborating with such a leading and prestigious brand as Moomin has paid dividends. Not only has the customer reaction established a sizeable new revenue stream and increased the company’s brand awareness significantly, but the range has also been nominated as a ‘Gift of the Year’ as voted by buyers. It has been a huge success for everyone involved, particularly the manufacturer, and there are plenty more opportunities for craft companies to get involved in brand licensing. We love working with small businesses and it’s inspiring to see their dedication and creative talent. If they understand the brand values for the property, their target customer base and have the capabilities to develop a commercial product range, we can support them through the process. As another example of crafting success in brand licensing, take The Makerrs, which has already developed ranges for
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