Licensing: Licensing authority - Having children can be a licensing education

I love my job - it's dynamic, challenging and fast-paced - but I also love being a mother. My company, The Licensing Company (TLC), has been flexible and understanding, both through my pregnancies and now that I am mother of two children.

That understanding could be paying off because child rearing is an education in more ways than one. There's feeding, sleeping and health to learn about, but my three-year old Rachel and nine-month old Abraham are also helping to educate me in what it's like at the consumer end of the licensing business.

What do I mean? Well, even I, as a licensing professional, am amazed at children's brand awareness. It's not just due to stations or strands such as CBeebies and Milkshake, or videos and live shows featuring licensed characters such as Barney or Hi5; it's the other stuff that just seems to filter through. I did not know Rachel had even seen Barbie until she mentioned her to me the other day.

And it's not just the kids. I'm learning from parents who buy, say, Thomas the Tank Engine or Spiderman paperware, and who recommend children's books and videos to each other. I'm seeing the impact licensed products have on them and their kids, but I'm also understanding a bit more about their buying patterns and their motivation to buy. And I'm learning about unexpected promotional outlets: you would not believe how much of a role surgeries, paediatric wards and dentists have in exposing children to toys, books and games.

Even Abraham is educating me: while I'm trundling him around Woolworth's or Mothercare, I study promotions, deals and presentation. Now I have a reason to purchase, I'm becoming more retail-savvy.

I'm also getting a better feel for what's hot among the pre-school generation.

I'm now living in the market as well as trying to make it. And who knows? With Humphrey's Corner (below), Lil' Bratz and The Magic Roundabout on our books, TLC may even benefit from my unexpected "fieldwork".


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral
Chevrolet launches £350m Manchester United shirt deal with nostalgic video
Warburtons rebrands to 'Warbeartons' in Paddington Bear movie tie-up
M&S blames new website as non-food sales fall again
Top 10 skills for young creative talent: The Mad Men era of on-the-job learning is long gone
Pepsi Max calls on fans to take part in Kelly Rowland video
From mutton chops to manscaping, Gillette takes a trip through 100 years of male grooming
Digital democracy creation: how the marketing industry made its voice heard
Three prints spoof apology letter to hapless holiday-less consumers
Sponsors congratulate Novak Djokovic on Wimbledon win