Louis Kennedy launches DTC platform to raise money for good causes

Published on: 7th March 2022

Louis Kennedy has launched a direct-to-consumer online platform for ethically produced licensed collectables, with proceeds going to good causes.

Blu Goblin will offer premium limited-edition, exclusively licensed collectible models, replicas, figures and art across the worlds of entertainment, sport and gaming, with each collection having been created to celebrate a specific event, anniversary, launch or major milestone.

The first collection, now live, is a range of five framed prints inspired by the highly successful 2021/2 exhibition, Tokyo: Art and Photography, supporting the work of the Ashmolean Museum.

The selection of prints covers a wide range of Japanese themes from classic cherry blossom and Geishas to architecture, transport and caricature. Limited to just 250 per design, they are printed on the world’s first acid-free digital fine art paper made from 90% bamboo and 10% cotton fibres, a natural and environmentally friendly alternative to traditional paper. The handmade gallery frames are FSC certified and made from solid wood from sustainable sources, with no veneers, MDF, or any other type of reconstituted materials.

Declan McCarthy, Head of Publishing and Licensing at the Ashmolean, says: “The Ashmolean is delighted to be working with Start Licensing and Blu Goblin, to be part of the launch of this exciting initiative. We are very proud of these limited edition prints, not only because they are beautifully crafted and ethically sourced, but that they will help to support our work and mission.”

Blu Goblin was born as a direct result of two pilot programmes instigated by Louis Kennedy during the lockdown in 2020, the first being Thank You Baked Potato. Sold exclusively online from a dedicated eCommerce page with a three-week pre-sale window, and with promotion via Matt Lucas’ own PR channels and Twitter feed, proceeds went to Feed NHS.

The second programme was a collaboration with BBC Children in Need and BBC Studios. A collection of seven limited-edition Pudsey bears sold exclusively direct-to-consumer on BBC CiN’s website, with promotion via BBC CiN Digital Channels. All proceeds went to BBC Children in Need.

Grant Morgan, CEO of Louis Kennedy, says: “The world has changed dramatically, as have consumer habits. Brands must now demonstrate that they care and stand for more than just profit. Consumers want the brands they love to commit to positive social and environmental impact, to make a meaningful contribution to the quality of their lives, while also helping others. Charitable causes benefit from perfectly matched brand partnerships which bring PR, donor acquisition and most importantly funds to deliver their services.”

Tracey Richardson, Director of Partnerships and Licensing at Louis Kennedy, adds: “The Licensing Industry has been extremely enthusiastic and supportive of Blu Goblin, especially considering that when I first started discussions back in the spring, the platform didn’t even have a name! The opportunity to create new products which add another dimension to the planned celebrations and demonstrate support for a cause close to the heart of the brand, were all reasons we’ve been able to deliver such a wonderful range of campaigns.”

Aiming to create a vibrant social following while building a rich user database, Blu Goblin will segment and deliver relevant messaging to a growing community of committed collectable enthusiasts, a plethora of fans of licensed brands, as well as an increasing base of existing Blu Goblin fans. Dynamic remarketing to these audiences, with information about current and future cross-sell collectable campaigns, will make Blu Goblin the ‘go to’ platform for limited edition, framed art, models, figures and figurines.

Coming Soon campaigns include the Beano and Dennis, Bullseye and Danger Mouse. Every Blu Goblin drop will be unique and availability will be strictly limited, through




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