As a new licensing agency we learned the hard way that licensing is a 'quick quick, slow slow' business. This means that sometimes it can take three years from the idea to getting your licensed product to retail, and another three before the clauses in the contract really start to matter!
How one of the UK's leading Tea brands saw licensing as a way to support a nationwide advertising campaign
In April 2009, Golden Goose were appointed by RAC to manage their existing licensing programme. With a wide range of products already successfully licensed RAC and managed in house, RAC were looking for a company to organise their existing programme and develop new routes to retail.
The process of taking sports brand HEAD into toiletries actually started in 2003, when someone in the office had the brainwave. A study of the category identified a trend away from baths and into showering, which fitted with the more active lifestyle of the sports enthusiast. After developing some initial designs and research, we arranged a meeting with HEAD and agreed terms to represent the brand within the category.