As liquidators PriceWaterhouseCoopers (PWC) are in the final throes of closing off Gemma International’s business for good, following its demise last month through a CVL (https://www.pgbuzz.net/bid-deadline-for-gemma-stock-set-at-lunchtime-today-by-liquidators/) so new partnerships have been announced for some of the key licences the company held for greeting cards, giftwrap and party.
Entertainment One (eOne), home of Peppa Pig and PJ Masks has announced that the ink has dried on agreements which sees Danilo (already a licensee for calendars) become the greeting card partner for both these brands; IG Design Group, (which already produces Peppa Pig stationery) adds giftwrap and gift bags for both licences while Amscan has been appointed to produce a collection of party products for both Peppa and PJ Masks (to join its existing foil/latex balloons and dress-up costumes for both brands).
“The greetings and party category is an extremely important part of the licensing programme as it deepens the emotional connection that fans have with our brands at a very special time in their lives,” stated Katie Rollings, svp licensing – UK, family & brands at eOne. “We’re excited to be strengthening our partnerships with market leaders in these categories and are confident that Amscan, Danilo and IG Designs will create new ranges that bring immense joy to family celebrations, milestones and seasonal events throughout the UK.”
All parties have worked together with PWC to successful manage a delicate situation, to ensure a close control of these brands’ products following Gemma’s demise and safeguard their future growth in the market. Gemma’s agreement with eOne, was terminated when PWC was appointed as liquidator for the business. Bids were then invited by PWC for the Gemma stock from companies that eOne specified as its ‘preferred suppliers’ (in this case Danilo, Amscan and IG Design Group).
In addition to acquiring a sizeable amount of Gemma’s Peppa Pig and PJ Masks’ cards from the liquidators in order to facilitate a continuous supply for customers, Danilo also acquired the Gemma design bank for these brands, though its own talented in-house design studio is now full steam ahead developing new Peppa Pig and PJ Masks collections that will launch in Q4.
Sharing his joy at the signing of Peppa Pig and PJ Masks, Dan Grant, Danilo’s licensing director said: ”Both brands are two of the leading preschool properties in the market and licences which I have admired for many years. The addition of these brands to the Danilo portfolio will provide an even stronger proposition for us to take to retail. Danilo already has an established relationship with eOne through the calendar side of the business and we very much look forward to building this relationship further with the new opportunity on greeting cards.”
Amscan is equally delighted to have extended its licensing agreement into partyware for the two leading brands. As Melanie Beer, licensing director EMEA of Amscan said, “We’re really excited to add party rights to our existing product offering of foil/latex balloons and dress up costumes for Peppa Pig and PJ Masks, as it means we can now offer the ‘One Stop Party’ experience to all our wonderful customers.”
Amscan is now in the process of developing a brand new Peppa Pig range which will be available to order from December 2019 but in the meantime is able to offer some Gemma stock as well as items from Amscan’s US range. As for PJ Masks, Amscan’s US range is in stock and available to order now.
Meanwhile for IG Design Group UK, the addition of Peppa Pig and PJ Masks giftwrappings to its portfolio further reinforces its commitment to licensed merchandise (https://www.pgbuzz.net/ig-design-group-shows-its-strength-of-character/)
* PWC’s Rachael Wilkinson, joint liquidator for Gemma told PG Buzz yesterday (July 29) that she was “in the final stages” of exiting Gemma’s Andover premises at the end of this month. A full report will then be prepared to assess the likelihood of what creditors will receive.
Stuart Grant, group sourcing director of The Entertainer confirmed to PG Buzz that in addition to Gemma stock that it had acquired prior to the CVL, following PWC’s agreements with licensors’ ‘preferred suppliers’ the retailer also purchased additional stock to sell through its growing global business.
Top: Danilo, Amscan and IG Design Group sign additional licences with eOne for Peppa Pig and PJ Masks.