Has the pandemic made us more or less creative? And what does that mean for the buyer / licensee / licensor relationship?

It has often been said that crisis leads to innovation, forcing us, as creatures who are often averse to change, into finding new and ground-breaking ways to develop creative products, ideas and collaborations. At a time when the retail landscape is evolving at pace, despite the risk averse nature of many of the key players, and the extreme cost increases we are facing, there is still room for optimism, and the green shoots of a new way of working.  

Over the past couple of weeks we have seen evidence of this, with the opening of a new and innovative store environment for M&S in Stevenage, on the site which previously housed Debenhams. Percy Pig invites shoppers in from his vantage point on the roof, and inside the experience is rich with licensing opportunity and collaboration.

Perennial favourites Peter Rabbit, Winnie the Pooh and Paddington Bear take pride of place in the childrenswear department, with a stunning array of new-born clothing and accessories. There is a fabulous collaboration with Fired Earth, bringing a more modern twist to homeware, and a plethora of new fixturing across the store which attracts attention and creates interest.