Creative Leisure News - Category Reports

What's new in various product categories; monthly update.

Licencing Show Update

Crafts are definitely on the radar.

by Debba Haupert (July 5, 2004)

Thanks to the Plaid Horizon Award grant, I was privileged to attend The Licensing Show in NYC recently (www.licensingshow.com). Directors from Toys R Us, NASCAR, Nickelodeon, Fisher-Price, etc., spoke at the classes I attended on all aspects of licensing � becoming a licensee/licensor, licensing your artwork, brand management, strategic partners, and much more.

My goal for attending classes and the show was to learn about this potentially lucrative industry and any cross-over opportunities for manufacturers and designers in the craft/hobby industry. A few interesting trends were reported in the Licensing Show Daily Update magazine:

"Arts & crafts is on the radar as companies enter the fray for the first time armed with products that are a creative alternative to TV, video games, and PCs."

"The scrapbooking category shows growth potential, specifically for the lucrative teen and �tween' markets."

"The fabric category is gaining momentum for whimsical designs."

"Fashion brands and retailers are launching accessories for pets."

Also mentioned in a trend session: Girlfriends are still a strong theme, however the trend is moving from sassy/girly to sophisticated.

More Licensing Lessons.

Gregory Hoffmann (Mary Engelbreit�s Business Partner) noted his opinion on scrapbooking: "Scrapbooking continues to be hot. However, major companies are getting out of paper. Too many manufacturers are producing for this category and turnover in stores is very, very slow � 1.5 to 2 turns per year. Manufacturers are moving into more embellishments." Other points from his session: "You have two customers � retailers and consumers, market to both of them. Field research is essential � shop where you want to sell. Publicity is important � create a buzz, get the word out. Develop core marketing materials � press kit, bio, fact sheet, sales brochure, etc."

Note: The comments above were taken with permission from Debba's quarterly report/newsletter for her clients and friends. BoBella Marketing and Design provides marketing, product development, and design services for the hobby and craft industry. Her craft designs have been published in numerous magazines and books, and her book, The New Book of Image Transfer, published by Lark Books, was released in May. Debba has represented manufacturers on Carol Duvall, QVC, and A.C. Moore videos. She has developed products and kits sold in Michaels and Hobby Lobby. She is a member of CHA and serves on the SCD Board of Directors. Visit www.bobella.com, email debba@bobella.com, or call 513-533-0793.

Note: To read previous category reports, click on the titles in the right-hand column.

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