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

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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.

xxx

 

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Category Reports Recent Columns...
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THE PASSING OF ANOTHER PIONEER; Rest in peace: Jerry Kreinik.

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WHAT'S NEXT FOR JEWELRY MAKING? Kristal Wick, Jill Mackay and Katie Hacker have the answers.

ARTISTS + ART MATERIALS STUDY 2009; A first-ever portrait of opportunity.

THE STATE OF NEEDLEWORK, 2009; Excerpts from a Yarn Market News survey.

UPDATE: THE SEWING & CRAFT ALLIANCE; Growth, variety, and enthusiasm.

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A SCRAPBOOKER'S IMPRESSIONS OF CHA WINTER 2007; A step in the right direction.

THOUGHTS ON THE HISPANIC MARKET; There's potential for the industry, if you understand the culture.

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AN EYEWITNESS REPORT ON THE JEWELRY PHENOMENON, PT. III; Where this enthusiast buys from, and from whom.

AN EYEWITNESS REPORT ON THE JEWELRY PHENOMENON, PT. II; OK, Barbara is hooked. Now what?

AN EYEWITNESS REPORT ON THE JEWELRY PHENOMENON, PT. I; The ongoing saga of a new enthusiast.

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WHAT DO KIDS WANT? Crafts as we know them -- or technology.

FORCED TO SELL DIRECT; Blacklisting by shops is self defeating.

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KNIT / CROCHET EVENTS CONTINUE TO GROW; New York, Washington, D.C., Pasedena, and Charlotte.

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AND MORE WAL-MART NEW; Responding to critics, hiring a heavyweight, and more.

THE LATEST WAL-MART NEWS; Applauding and criticizing the world's largest retailer.

THE LATEST WAL-MART NEWS; The good, the bad, and the amazing.

REPORT I: TNNA / LONG BEACH; The products, designs, and trends from two needlework veterans.

A WARNING TO U.S. SCRAPBOOK VENDORS; Investigate before signing an exclusive distributorship with an overseas company.

KNIT-OUT & CROCHET; Huge crowds and publicity should result in higher yarn sales.

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LICENCING SHOW UPDATE; Crafts are definitely on the radar.

TNNA/INRG SHOW REPORT; Most -- but not all -- were pleased.

QUILT MARKET, PT. I; Changing colors, more wool -- lots of trends.

THE DECORATIVE ARTS COLLECTION SPREADS THE WORD; Building consumer interest in decorative painting.

DECORATIVE PAINTING GETS A FACE LIFT; New programs should give the category a boost.

WHY THE GIFT MARKET IS SEEING "RED"; The Red Hat Society is permeating design trends.

MISCELLANEOUS CHRISTMAS FACTS & FIGURES; Courtesy of the U.S. Census Bureau.

GIFT TRENDS FOR 2004; Predictions from a leading magazine, and comments on the relevance to crafts.

COMPARING QUILTING AND NEEDLEWORK; One is growing while the other ... some possible reasons why.

MORE VIEWS OF QUILT MARKET; Impressions from a newcomer and a veteran.

DECORATIVE PAINTING REPORT; You won't find change in a rut.

INRG REPORT; Smaller ... and slower.

TNNA SHOW REPORT; By all accounts, the Columbus show was a success.