Clicks and Mortar – The New Retail Space
Wednesday 3rd July 2019, 11:10am - 12:10pm BST
Showroom Cinema 2Read session report Read session preview
How has the merchandise and licensing industry adapted to digital disruption? With increasingly limited shelf space dominated by the big studios with even bigger budgets; toy companies now investing in their own content arms; plus the closure of specialist retailers such as Toys R Us, the traditional licensing models seem less and less sustainable. Yet we know that digital brings with it opportunity. E-commerce and D2C are, in many sectors, huge success stories, often due to a very different approach to marketing. In this session we meet the brand owners who are doing it for themselves: bringing toy designers in-house, selling product via e-shops, creating new consumer product stories around today’s influencer talent, and developing their own direct-to-consumer platforms to reach a paying audience. Will this new frontier provide a much-needed gold rush or is the marketing and regulatory overhead just too prohibitive?