Trend Bible are a global trend agency and leaders in predicting the future of life at home. Taking to the License Global Twitter feed ahead of their keynote talk at Brand Licensing Europe 2019 (Oct. 1-3), we spoke to Joanna Feeley, Chief Executive Officer and Founder and Lauren Zayya, Senior Trend Strategist at Trend Bible to find out what’s around the corner for 2020 and what new opportunities lay ahead.
License Global: What should we expect to see in 2020 that will impact the baby and kids’ licensing market?
Trend Bible Team: We will see the world look to Japan as hosts of the 2020 Olympic and Paralympic Games. Feeling optimistic and influenced by Japanese pop culture, the focus will fall on kawaii, inspiring the return to a fun playful aesthetic with kawaii characters appealing to the whole family.
Where do trends fit in when it comes to brand collaborations?
Brand collaborations create newness and excitement, but they have to be brand-right and resonate with customers. To be trend-led is to understand what is important to your customers and gives brands confidence to explore new ideas, think beyond the conventional and innovate.
You’re due to speak at BLE 2019, what can we expect to learn at your keynote?
We will talk about why trends matter, how understanding what is happening in the world can bring you closer to your customers and responding to trends to help your brand maintain its presence and enjoy growth.
What wider trend are you particularly excited about?
This blurring of boundaries between online and offline worlds is really exciting. Combining digital technologies with physical engagement harnesses a new type of creativity to design more immersive and social experiences. This is shaping what kids want from a play experience, how customers want to be entertained and the characters we are drawn to, unlocking countless opportunities for brands and retailers.
Are there any watch outs that the industry should be looking out for?
A key watch-out is the rise of the sustainable living movement. Consumers are beginning to question their impact on the environment, adopting a “good for me, good for the planet” mindset. This is particularly true of the younger generation who will become the next wave of parents.
Visit Trend Bible’s talk at Brand Licensing Europe 2019 or register here for your access pass to Europe’s biggest licensing event.