What's new in various product categories; monthly
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
"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
"Fashion brands and retailers are launching accessories for
Also mentioned in a trend session: Girlfriends are still a
strong theme, however the trend is moving from sassy/girly to
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,
or call 513-533-0793.
Note: To read previous category reports, click on the titles
in the right-hand column.