Licensing agent The Point.1888 has doubled the number of licensees for Barratt, adding health and beauty, novelties and more to the confectionery brand’s growing list of licensed lines.
Since starting work with the sweet-maker, The Point.1888 has secured deals with manufacturers spanning health & beauty, stationery, apparel and socks.
Baratt is the producer of popular sweet brands such as Wham, Dip Dabs and Refreshers, but the company has tapped The Point.1888 to accelerate its licensing efforts. This new wave of licensees marks a new direction for the brand as it seeks to expand its footprint in the food and beverage, and car and home markets.
Gabbi Langdorf, Senior Commercial Manager of Hard Goods at The Point.1888, says the brand is ideal for licensing due to its “mass market appeal across many generatons”.
“It’s also the 100 year anniversary of Fruit Salad and Black Jack next year so we’re not intending to hold back,” Gabbi adds. “We can’t wait to show the world the next phase.”
Among the new partners of Ice Fresh, a specialist ice cream and frozen dessert company, slushies and beverage brand Manchester Drinks, and Fizz Creations – which will be bringing iconic visuals and flavours from Baratt sweets to a variety of new categories, such as candy floss, milkshakes and popcorn. Kokomo, a leading toiletries supplier, will be giving the bathroom a sweet makeover, and 151 will create scented air fresheners for the car
Russell Tanner, Category and Marketing Director for Barratt, says: "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.”