Nostalgia of the 1980’s Netflix show has inspired new capsule collaboration.
Nike has been inspired by the 1980s nostalgia of Stranger Things, revealing it is to launch a new capsule collaboration with the hit Netflix show.
Set in the summer of 1985, the latest season of Stranger Things finds small town Hawkins, Indiana in the midst of change, with the core group on the cusp of high school, grappling with themes of love and friendship and – obviously – tackling a looming danger.
Classic Nike footwear and brands are common in the show, and the company has taken this off-screen into the collection, highlighting the Cortex, Blazer and Tailwind.
The first drop of the collaborative capsule incorporates Hawkins High’s green and orange colour scheme and Tiger mascot into a mix of apparel and footwear. Sweat suits and complementary t-shirts channel 1980s phys-ed class style, while three sneakers match accordingly. The pieces launch on June 27.
Meanwhile, a second drop of shoes is planned for July 1. Dubbed the ‘OG Pack’, each shoe carries a red, white and blue colour scheme and celebrates 1985 Independence Day with a year marker on the heel and special firework display sock liner.
Today we are chatting with Smita Maroo – Senior Vice President (Animation, Digital Kids, L&M) Shemaroo Kids. Over the last 2 decades, Smita has been at the forefront of Shemaroo taking it from strength to strength. Today the agenda is to understand a little more about Shemaroo’s brand new offering Yedaz – Bollywood Madness…..
Tell us what was the idea behind creating Yedaz- Bollywood Madness who were the people involved and what was the vision?
Shemaroo houses the biggest Bollywood film library. Such is the work environment where everyone talks and breathes Bollywood. We like to believe, every moment we live is a story and someone behind the lens is filming us, such is our love for Bollywood. In India, for most people, there are few films, few characters, dialogues or songs that they closely relate to. The challenge was to bring this love and passion for all Bollywood things in a tangible fashion to the end customer. That’s when we thought why not print this Bollywood madness on clothes we wear, on home accessories, and spread the love! Little did we know what was to follow was a deluge of madness and ideas for goodies! So, madness prevailed and amidst this, we found the apt name for the brand Yedaz which means mad people literally and hence our tagline “Bollywood Madness”!
The core concept of having Bollywood themed merchandise was conceived at the management level. However, to bring this to reality, we first tried working with a lot of creative agencies externally. Still, they could not help crack a design which would translate our vision. So finally, the core team of the L & M division brainstormed, and after many trials and errors, we eventually cracked our winning formula, which was very simple and intuitive.
Vision: The vision is to keep the iconic Bollywood legacy alive for generations to come in the form of tangible Bollywood merchandise that every Bollywood fan can proudly own.
How has Yedaz adapted to the changes and trends in the merchandising industry since it began its journey in 2016?
As the business environment is very dynamic and is constantly evolving, we at Yedaz aim to engage with the audiences through various modes such as ground events, campus events, social media engagements, and so on. We continuously talk to our customers, take their feedback, and incorporate into our products. Thereby adapting to the trends in the market. For example, one of our customers asked for a Bollywood themed whiskey glass, and we promptly delighted them by bringing out a range of whiskey glass designs.
What are the offerings at Yedaz and what is your plan on expanding these offerings?
Today Yedaz is the official Bollywood licensing and merchandising rights holder. It is a one-stop shop for all Bollywood themed products ranging from T-shirts, coffee mugs, coasters, beer mugs, whiskey glasses, shot glasses, fridge magnets, cushion covers, badges, mobile covers, notebooks, tote bags and much more which are available on major
e-commerce platforms as well as our own Yedaz website.
Since we want to build up a complete ecosystem of Bollywood licensing in India, we are doing a strategic partnership with many of the licensees to grow this segment together. Also, at our own pace, we are expanding into various new categories. We are also tying up with current and new upcoming e-commerce platforms nationally as well as internationally.
What are the channels of distribution you work with? Also, tell us about the recent collaborations you have done?
As a brand, we started with a digital presence on all the e-commerce platforms and our own website yedaz.com. Also, we are tying up with many of the licensees and slowly venturing into offline markets as well.
We are now associated with India’s favorite theme park Imagica, and all the latest Bollywood Merchandise from Yedaz is now available across Imagica Stores. It is a chance for all Bollywood fans at Imagica to grab and take their favorite Bollywood merchandise home!
We have officially partnered with Macmerise for Bollywood themed mobile accessories for all the markets where Macmerise is present.
Tell us about some of the recent developments with Yedaz?
Yedaz.com has been growing steadily. Initially, we started with just 3 e-commerce platforms, and now we have grown to many more such as Amazon Prime, Flipkart, Snapdeal, Pepperfry, Rediff, Paytm, Paytm Mall & Shop clues. Also, recently Yedaz was awarded as the winner in ILA 2018, and we have been nominated for LIMA International Licensing Awards 2019.
As you also head the licensing division at Shemaroo, what has your experience been in the licensing Bollywood in this Hollywood era? How do you plan on growing the Bollywood licensing industry in India and globally?
SM: Even though Bollywood is a huge industry churning more than 800 films every year when it comes to licensing and Bollywood, this space has never been exploited. In fact, we at Shemaroo are trying to create a new segment of official Bollywood themed merchandise. Hollywood has been well established around the world and has reaped the fruits from the licensing industry whereas Bollywood licensing business is just about seeing the light of day. So far, the biggest challenge was how to present Bollywood themed merchandise, which we have cracked. Currently, we are engaging with licensees to help integrate iconic Bollywood designs with their products.
There are a plethora of opportunities and this is just the beginning. India and Indians around the world are Bollywood fans. We at Yedaz want each Bollywood fan to own a piece of Bollywood in their everyday life. To be able to achieve this, licensing of Yedaz designs across multiple product categories both in India and globally is the way forward.
Thank you for speaking with us. We wish you all the best!
License Global is now officially calling for submissions for its annual Top 150 Global Licensors and Top 20 Global Licensing Agents reports.
License Global’s annual reports are the most comprehensive analysis of their kind and prove a benchmark for licensed merchandise worldwide. The lists provide valuable data on the world’s largest licensors and agents in the entertainment, sports, fashion, corporate brands, art as well as non-profit sectors. Both reports not only rank the world’s leading licensors and agencies but also provide valuable insight into the world’s most essential and well-known brands.
The Top 150 Global Licensors report and the Top Global Licensing Agents reports will be published in the August issue of License Global. Referenced throughout the year by retail executives, licensees, agents, brand executives and business-to-business/consumer media, this report is also distributed at key trade shows and meetings and offered digitally on the License Global website.
Interested agencies and licensors are encouraged to apply via the links below as soon as possible. The deadline for submissions is Friday, June 14.
The Smiley Company has secured a new deal with Smiffys, which will see the costume and dress-up specialist launch a line of products that pay homage to Smiley’s iconic status in the music scene.
The 17-piece collection will feature apparel including bodysuits, unitards, rain ponchos and boilersuits, as well as a selection of must-have music festival accessories including flags, hats and sunglasses emblazoned with the Smiley logo.
The first line of products will launch globally for the kick off of the festival season this month. Smiffys also has plans for a second wave of products in time for carnival season in February 2020.
“Smiley’s status as a world-famous symbol of festivals and the global music scene is a perfect fit for brands who want to tap into this booming trend,” says Lori Heiss-Tiplady, vp brand strategy at The Smiley Company. “Leading brands around the world continue to leverage our authentic heritage in this space, and we are excited to partner with Smiffys to apply our iconic artwork which will bring happiness to festivals for summer 2019 and beyond.”
Trevco buys Graphics & More in expanding into the accessories print-on-demand business for the first time.
Terms of deal, which includes production facilities in Rancho Cordova, CA, were not disclosed. David Nielson and Heather Dykes, who founded the company in 2008, are being retained on short-term consulting agreements, Trevco President Trevor George said.
Graphics largely focused on non-licensed accessories across automotive (license plate frames, air fresheners), home & office (can coolers, bookmarks, coasters), tech (cellphone covers), sports (bike belts, camping mugs) and jewelry (bracelet, charms). Trevco, which largely focuses on apparel, has a small number of home products, including throws, fleece blankets and beach towels.
Trevco, which has more than 800 licenses, will focus the business on direct-to-consumer marketplaces such as Amazon, where Graphics was ranked among the Top 400 third-party sellers, George said.
Graphics had a small number of licenses, including for Legendary Television’s “Lost in Space”, illustrator Howard Robinson, U.S. Marines and Jim Henson Productions (Muppets). Trevco will retain the licenses.
Global Merchandising Services is to develop the worldwide merchandise program for pop icons, The Spice Girls.
The original purveyors of ‘girl power’ announced a new Spice World tour last year, kicking off with a 13-date stadium tour across the UK and Ireland.
The tour – which sold out in record time – began on May 24 at Croke Park in Dublin and includes three sold out dates at London’s Wembley Stadium.
Global launched the official Spice Girls online store in April, receiving press from major media outlets and proving a hit with fans. Even Canadian rap star Drake was spotted sporting a Spice World hoodie during his recent tour in the UK.
Global is exhibiting at Licensing Expo this week (booth H230) and is keen to explore opportunities to extend the brand across all channels and key categories.
CPLG has brokered a deal with Bravado to create a pop-up shop offering a collection of BT21 merchandise.
The range will feature all eight BT21 characters including Koya, RJ, Shooky, Mang, Chimmy, Tata, Cooky and Van. Each item will be available at the secret pop-up location in Camden, London.
“BT21 is a global phenomenon, and bringing BT21 to customers in this first London pop-up will further drive BT21’s popularity and widen its appeal in the U.K.,” says Stacy Scimia, category and retail director, CPLG U.K. ” We are very excited about this pop-up shop launch and the range of bespoke BT21 London merchandise that we believe customers will love!”
BT21 is a new property created through a collaboration between Line Friends and global boy band BTS. The London pop-up follows a series of BT21 pop-up shops in Toronto, Canada.
it’s not too late to jump on a flight and head to the mecca of licensing LAS VEGAS! Sample the latest brands in the licensing space, meet new partners, and of course party till you drop! For more details click here – https://www.licensingexpo.com/
Licensing Expo 2019
Mandalay Bay Convention Center
3950 So. Las Vegas Boulevard
Las Vegas, , NV 89119 United States
A new Crayola Experience attraction has debuted in Chandler, Ariz.
Crayola executives were on hand for a ribbon-cutting ceremony to celebrate the launch of the new location in Chandler’s Fashion Center. The nearly 20,000-square-foot family attraction features 19 hands-on creative activities and is adjacent to a 4,000-square-foot retail location, which hosts one of the largest selections of Crayola products and souvenirs in the world.
“Crayola Experience is an immersive, larger-than-life, creative adventure that we can’t wait to share with both locals and tourists,” says Smith Holland, chief executive officer, Crayola. “We hope to inspire countless kids and help create colorful family memories that will last a lifetime.”
The new Chandler location joins existing Crayola Experiences in Orlando, Fla., Bloomington, Minn., Plano, Texas, and Easton, Penn
Meanwhile, the LIMA International Licensing Awards will take place after the first day of the show (Tuesday June 4), while the Global Licensing Group Party has switched to day two (Wednesday June 5) and will be held at the HyperX Esports Arena at the Luxor.