The Point.1888 targets parents with Mumsnet licensing

The agency will build a consumer products and brand licensing programme for and with the community of the UK’s biggest website for parents

Written by Rhys Thomas

Posted 03.09.2019 | Lifestyle

The Point.1888 targets parents with Mumsnet licensing thumbnail

Mumsnet, the UK’s largest website for parents, has signed The Point.1888 to deliver a brand licensing programme in support of its mission to ‘make parents’ lives easier’.

As part of the programme, Mumsnet has tasked The Point.1888 to create new branded products across home, beauty, fashion and grocery – categories that will appeal to or solve the problems faced by the site’s 10 million monthly visitors and community of influencers.

The Point.1888 will also seek collaborative partnership opportunities and drive demand for Mumsnet’s product testing services and its Mumsnet Rated badge, a mark of trust that informs parents that a product has been tested and reviewed by hundreds of parents from the Mumsnet community.

"Mumsnet’s credibility and influence is incredibly valuable to retailers, manufacturers and brands and we’re delighted to be the agency it’s chosen to take advantage of this,” says Will Stewart, Managing Director at The Point.1888. “We are extremely excited to be working with such an incredible brand which started with a purpose to help other parents, and still that is what the business delivers day after day.”

By expanding on its current brand licensing efforts with The Point 1888, Mumsnet hopes to develop partnerships with brands to tap into the parents in their community to lead the way in developing product, ensuring they meet their needs.

Helen Rowley, Head of Commercial Operations at Mumsnet, says: ““We're excited to be partnering with The Point.1888 to create new products that truly make parents' lives easier, and we look forward to seeing our partnership delivering great solutions for brands and consumers.”

The Point.1888 says this latest deal is the latest step in its mission to create licensed products products never traditionally covered in the industry until now. Its retail-first brand extension model has been one of the drivers of the agency’s 279 per cent growth in the last 12 months – a factor that helped it win the sought-after Mumsnet brand.

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