Greetings Today magazine, giving you the bigger picture

Deckled Edge’s ticket to ride

License This! runners up hope competition exposure will take horsy brand forward


THE head-to-head battle for the License This! crown saw Spanish brand Ioguis take the title but greetings publishers Deckled Edge are also winners despite coming second.

Their horse-related product and concept were put before a wide audience of licensing agents and interested parties with founder and artist Janna Cossettini’s pitch to the judging panel coming across very well.
And the judges – LIMA UK MD Kelvyn Gardner, Sam Ferguson of Jazwares, JELC licensing agents’ Jane Evans, Danlio licensing director Dan Grant, and Clare Piggott of Larkshead Media – admitted they had a difficult task choosing between the two finalists.
In her 10-minute presentation at the final on Thursday, October 12, Janna explained how her love of horses goes back to her first scruffy Shetland pony called Donald and she’s coupled that with her artistic talents honed from an early desire to draw everything she saw.
The former art director for the Condé Nast family of magazines started trading as Deckled Edge in 2015 and now sells to independent gifts and greetings retailers as well as equine charities and gifting websites in the UK and abroad, plus wholesalers Westgate EFI who distribute to 1,500 tack shops and country stores.
Sbe explained how she hopes to take the brand forward with licensed products across the outdoor textiles, homeware and stationery categories as well as gifting.
After much deliberation, the judges announced Ioguis as the ninth winners of the annual License This! competition, held at Brand Licensing Europe 2017 at London’s Olympia, earning them their own stand at next year’s show.
Ioguis are five illustrated friends who live in the woods and meet a yoga master who teaches them the philosophy of yoga through games, postures and wisdom. With plans in hand for an animated release, the story has been designed to invite children to learn how to handle their emotions and habits and encourage them to practice yoga.
Creative director Florencia Kohan, said: “I feel pretty emotional and very happy to have won License This! Winning this award and being able to come back next year will be a very important step in growing the brand and helping to position it across new sectors.”
Judge Sam added: “The mindfulness and the element of yoga, and installing it in a pre-school property the way they have, just feels lovely. It’s truly shocking when you read about children suffering with stress at such a young age so this brand’s ethos is great.
“The licensing potential of the brand is huge – as a global toy manufacturer, I can already envisage how the toys will look based on the designs and the characters.”
Launched in 2009, License This! is sponsored by LIMA UK and was introduced by BLE to give unlicensed brand and image owners the opportunity to enter the licensing market, currently worth £197.68billion ($262.9bn) globally.
Announcing the winners Kelvyn, pictured with Janna (second from left) and the other judges, said: “I just want to remind everybody that to reach this final these two properties have had to see their way to the top of the dozens who went through the elimination process.
“So even getting here is quite an achievement and in fact in previous competitions it’s not just the winners who have gone on to licensing success as we are like the X-Factor in that respect.”
Hoping to follow in the footsteps of last year’s finalists and fellow greetings publishers I Like Birds – who already have three big licensing deals in place with The Art File, My Gifts Trade and Quadrille Publishing, plus more in the pipeline after signing with JELC immediately after the competition – Janna told Greetings Today: “I was way out of my comfort zone with the presentation but it was a very good experience nonetheless. I hope something comes of it – I’m off for a horse ride!”

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