STEVEN SINGER JEWELERS + WICKED: LICENSED PRODUCT LAUNCH
THE WICKED LICENSING DEAL THAT CREATED THE FRANCHISE'S MOST COVETED PRODUCT
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After the success of their first licensed Care Bears rose, Steven Singer Jewelers (the Licensee) wanted to license another iconic property, whilst also tying in with a big pop culture moment. The release of the new “Wicked” movie seemed the perfect fit.
The first thing we did was focus on understanding the Licensee’s objectives, which were different and more ambitious than their first licensed range.
We spent time with the Licensee to develop a shortlist of suitable licenses to consider, tying in with big movie releases and upcoming franchises.
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Once we had established the ideal licenses to explore, we prepared a pitch which detailed all of the information a Licensor typically looks for when considering a proposal. We personally presented this to the Licensors on a call and answered any questions they had about the proposal, before starting negotiations around the commercial terms of the license.
We managed the License Agreement process to ensure all parties were on the same page before signing. This included reviewing the contract and helping the Licensee understand some standard licensing terms that they were unfamiliar with.
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Once the License was signed we were able to access styleguides and assets. We reviewed all of the available material and took the Licensee through the breadth of possibilities. Our Head of Product Development worked with the Licensor to best understand which assets would be most suitable for the Licensee’s product.
The packaging, tag, samples and marketing material all had to be submitted at various stages of development. We managed this diligently on behalf of the Licensee, submitting material to the Licensor’s preferred approvals platform. Anything that we thought wouldn’t get approved was amended before being submitted, allowing for a more efficient process.
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The Elphaba and Glinda-inspired roses launched on the Licensee’s website and social channels for a price of US$99.95. We aligned with the Licensor and Licensee marketing and social teams to ensure the launch was maximized across all channels. We also organized a press release that was circulated amongst the licensing press, which was covered by a variety of industry publications.
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We continue to manage reporting obligations such as quarterly royalties reports.
We pride ourselves on providing the best level of service possible, and that means supporting the Licensee with anything that comes up throughout the licensing process.
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