Licensed to Sell
To sell more licensed candy, retailers need to pay
better attention to . . .
". . . coordinating with each department
buyer. If there is
a promotion going on in a specific department with a licensed product, they
should get together with the other department buyers and do tie-ins. Or at
least have cross merchandising with the different departments to maximize
the sales potential."
–Rose Downey, marketing manager,
Au’some Candies Inc.
". . .the retail price. Although an impulse price point is important, there is a
point at which the price can get too low in which the product creativity
and novelty is sacrificed."
–Kelly Gilmore, vice president of toys and theme
park licensing,
Warner Bros. Consumer Products
". . .cross-merchandising and added-value/higher
ticket gift/candy items. Cross merchandising is the best way to develop higher average
sales. A well done featured promotion using cross merchandising has the
potential of not only increasing overall endcap sales volume, but it will
add ‘new life’ to older favorites that may be experiencing
sluggish sales in recent years. This primarily relates to seasonal
displays."
–Debie Brandt, president,
Teddy’s Friends
". . . being targeted earlier by the
licensing community. Although this
responsibility falls mostly on the licensing community and the various
studios, candy buyers need to have a voice. A lot of times our candy buyers
aren’t exposed to licenses until we bring them into it. The licensing
community needs to reach out more deeply into the retail channel for candy
specifically, and retailers need to express that they want to be brought
into it much earlier than they currently are."
–Deirdre Gonzalez, vice president of marketing,
Cap Candy