Our Head of Product and Brand, Janine has been working closely with Micro Scooters and Team GB over the last few months to create something amazing.
We are very excited to announce the Team GB Micro Scooters range has launched and is now live to purchase on the Micro Scooters website (and every member of Team.1888 seem to want one!) The range includes three products: The Classic Team GB Micro Scooter, The Sprite Classic Team GB Micro Scooter and then a scooter for children, the Mini Micro Team GB Deluxe Scooter and range from £79.95 to £159.95
This collaboration was one of Janine’s all-time favourites to work on and her favourite deal to have secured. At the time of the initial deal, it was also the first license that Micro Scooters had signed, which made the deal even more exciting for everyone at The Point.1888 and Team GB.
We had a chat this week with Janine to discuss the ins and outs of this deal, and the process of the production of these scooters from the initial concept, to the final product. Here’s what she had to say about this collaboration…
Had Micro Scooter done any Brand Licensing before this? If not, what was it about this partnership that persuaded you?
No, they hadn’t when we started discussions over 14 months ago, but for me this was a dream partnership with such paralleled values. It felt it would appeal more than character-based licensing. I’m genuinely a massive fan of Micro Scooters – they are perfectionists with the quality of product and branding, which I’ve experienced first-hand having now bought most of their range for my children! I was previously a Toy Buyer, so I knew their product consistently sells. I also knew that the customer profile would be perfectly aligned.
What are you trying to achieve with brand licensing?
Whilst every sale supports athletes on their journey, the level of engagement is massive, with 94% of the UK population expecting to follow the Tokyo games this July and August. We also know fans want to feel more connected to the brands they love. The Olympics inspires us to become more active and get outside, so this is a great way of getting closer to the action through product!
What’s been the process from initial talks with micro scooter to today?
Every single conversation we’ve had with Micro Scooters throughout this entire process has been so positive as we’ve navigated our way through agreeing terms; product development; finalising the formal contract; marketing plans to retail activation.
What would you say to brands considering brand licensing?
My main piece of advice would be to stay true to your values and work with people you can trust – it’s all about good partnerships.
What challenges have you faced in the process?
The critical path has been pretty tight (and lets not mention the postponement of the Olympics in 2020 which did throw a rather large spanner in the works), but since early 2021 we have know the Olympics will be on and it has been all hands-on deck to ensure the product could launch in time, we could not be happier with the outcome.
What excites you about this fabulous product range?
It’s so exciting to see the concepts coming through – the product range has surpassed all expectations. The Micro Scooters team are fuelled with amazing ideas of how to get interaction with their product whether on the track; through school programmes or fanZones; they are hugely committed to making this a success and are a joy to work with ….watch this space!
Thanks so much Janine for chatting to us about this super special partnership. Head over to Janine’s https://www.linkedin.com/in/janine-richmond-b5191123/?originalSubdomain=uk to connect with her and get chatting about how we could help you!