The next generation in brand licensing, The Point.1888, has doubled the number of licensees signed up to make products for its client Barratt.
Since starting work with the leading confectionery company and producer of Wham bars, Dip Dabs, Fruit Salads, Black Jacks and Refreshers, The Point.1888 has secured deals with manufacturers spanning health & beauty, stationery, apparel and socks. This new wave of licensees brought on board will mark a new direction for the brand as it seeks to expand its footprint in the food & beverage, and car and home markets.
The new licensees secured by The Point.1888 for Barratt are:
- Ice Fresh, a specialist supplier of quality ice cream and frozen desserts, to produce ice cream and iced lollies
- Manchester Drinks, a leader in innovative ready-to-drink beverages, to produce slush drink pouches and water enhancers.·
- Fizz Creations, which produces novelty gifts and homeware, for the creation of a huge variety of products including milkshake, candy floss and popcorn.·
- 151, a hugely popular manufacturer of licensed goods, to create sweetie scented air fresheners for the car
- Kokomo, a leading supplier of children’s and adults’ toiletries, to create new health and beauty products
The broad range of deals that have been secured will mean that consumers of all ages will be able to purchase clothing, snacks and merchandise in their favourite sweet treat branding.
In addition, an existing deal with Crackerjack for the production of lip balms has been renewed, and a range of nail polish gift sets has been added to the line.
Founded in 1848, the Barratt brand is one of the fastest growing sugar confectionery brands. Its new ranges are expected to be snapped up across various retail channels from grocers and value stores, to department stories and fashion retailers.
Commenting on the news, Gabbi Langdorf, senior commercial manager of Hard Goods at The Point.1888, said: “Barratt has mass market appeal across many generations so we saw huge potential from the very beginning to take their name across many categories with some incredible partners and retailers. It’s also the 100 year anniversary of Fruit Salad and Black Jack next year so we’re not intending to hold back. We can’t wait to show the world the next phase.”
Russell Tanner, category and marketing director for Barratt, said: “We’re not new to licensing, but with so many well-known products under the Barratt brand and a broad customer-base, we’d be missing a trick not to make our brand licensing programme a big focus this year. The Point.1888 promised to help us enter new categories and build a larger, more loyal following and the licensees they’ve brought on board will do just that.”
Established in 2014, The Point.1888 delivers retail focused brand extension programmes through partnership licensing agreements. The company has grown exponentially in the last 18 months, building strategic licensing programmes for Yvonne Ellen, River Cottage, Battersea, and more recently the Metropolitan Police Service.
The first products are expected to be in stores by AW 2019.