The Art of Licensing - June 2008 - (Page 22) The Paper Trail Nina Favata’s colorful nature themes tap into the green trend. paper and writing instruments for executives, pen collectors, and gift givers. Mark Coleman, senior vice president, global stationery, Disney Consumer Products, explains the strategy behind the Signature launch. “Most of us have been touched by the Disney experience at some point in our lives— whether it was through a visit to a Disney park, watching Disney movies or the Disney Channel, or reading Disney literature. We wanted to capture that experience and appreciation for the Disney heritage for the adult segment because children who love Disney become adults who love Disney.” The elegant paper collection launched at last month’s National Stationery Show at the Jacob Javits Center in New York. The collections include Walt Disney Signature Executive, Sleeping Beauty, and Fantasia. The collection includes pens by Monteverde, leather bound journals by Eccolo, and note cards from Crane and Co. The Executive collection salutes those who, like Walt, believe in the impossible dream. The pens, leather journals, and stationery reflect a 1940’s streamline design inspired by furniture from Drexel Heritage. A crown embellishment at the top of the pen is inspired by a photograph of Walt walking through the archway of his castle in the soonto-open Kingdom. Magic The duction processes. “The stationery category has been saturated with higher price points and novelty 3D cards (many embellished with plastic pieces) that ultimately end up being thrown away a lot sooner than a beach towel would,” says Spain, who believes designers should be more responsible and innovative in their use of materials. Bullard of karen cole design sees potential in the tween market. “I have a 9-year-old daughter who loves paper and stickers, but I haven’t found that there are many products for that age group that are appropriate,” says Bullard. Trends to Watch Disney’s Coleman believes technology and innovation are driving the business. He points to Hallmark soundcards, which he believes have revolutionized an otherwise moderately growing industry. “The accessibility of information via the Internet has bred more discerning consumers who are demanding to trade-up for better quality products and more customized/personalized products,” says Coleman. “Lastly, sustainability is becoming a way of life.” Kate Spain also sees a major interest in “green” products and related themes. “It will be interesting to see this develop and how various artists interpret it,” says Spain. “In my own work, I’ve tried not to address it in literal ways, but rather by subjects that include ferns and other botanicals.” “The graphic design direction is evolving into organic designs and textile-like patterns,” says Bullard of karen cole design. “Paper is a very fashion-forward business,” she says, adding that designers tend to interpret fashion and home trends. Bullard sees palettes of pink/lime green and pink/orange trending. Letterpress printing with vintage themes, “silhouette” styles, and “old world” floral-scroll wallpaper looks with an almost art deco/art nouveau flair are also gaining recognition. For Steve Russo, president and ceo, FAB Starpoint, “novelty” stationery is on an upward swing. The company, which has licenses for Hello High Kitty, School material mix is an ebony black marbleized acrylic interspersed with rings of aviation grade carbon fiber. Since themes of love, dreams, and beauty are potent elements in the Sleeping Beauty film, they also played a key role in the design of the stationery and writing instruments. “As a film, Sleeping Beauty makes a definitive artistic statement. The design can be described as mid 20th century modern meets medieval,” says Coleman. Here, a Modernist composition magically mixes with the decadent detail of illuminated manuscripts. The golden, jewel encrusted, Sleeping Beauty Storybook was central to the design. Disney also salutes the artistry of Fantasia with a collection that incorporates a palette of royal blue with silver accents. The line will be available in the fall at independent stationery shops, fine retailers, and at www.crane.com. Disney certainly has plans to expand the Walt Disney Signature collection. “We are considering a lot of opportunities across multiple categories for the brand ranging from scents to florals,” says Coleman. There’s certainly not a shortage of artists eager to ink stationery deals, but there are some key areas of the market that are currently underserved. Kate Spain believes the market demands more “green” goods and pro- Musical, and Cars reported a strong 2007 and predicts a stronger 2008. 22 THE ART OF LICENSING Summer 2008 http://www.crane.com
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.