Gambling tech company Playtech teams with The Jockey Club

Playtech, the world’s leading gambling technology company, today announces a new five-year partnership with The Jockey Club, the largest commercial group in British Horseracing.

The exclusive agreement will see Playtech develop a range of cross-product content based on the famous races and racecourses operated by The Jockey Club. The deal was brokered by Creation i-Gaming and Metrostar.

Under the new agreement, Playtech will have rights to develop a range of content across its best-performing product verticals including Casino, Live Casino, Poker, Virtual Sports and Bingo. The first content from this partnership will be launched in time for this year’s Cheltenham Festival, including a RNG casino game that will be the latest addition to Playtech’s Sporting Legends suite.

The Jockey Club, founded in 1750, is the largest commercial group in Britain’s second-biggest spectator sport, operating 15 racecourses nationwide, The National Stud, Jockey Club Estates, Jockey Club Catering, Jockey Club Live, Jockey Club Services and its charity, Racing Welfare.

Alongside its industry leading products and services, Playtech has worked with its licensees to become synonymous with efforts to raise industry standards in responsible business and safer gambling. By partnering and working with the leading operators and suppliers in the industry Playtech led efforts to develop the industry’s first code of conduct on safer game design. Moreover, through Playtech Protect, Playtech has pioneered the use of research, data and artificial intelligence to develop products to identify at-risk customers and deliver tailored safer gambling interventions.

James Frendo, Casino Director at Playtech, says: “At Playtech, we are committed to developing the most engaging branded content. By partnering with an iconic sporting institution such as The Jockey Club, we are able to create a full range of exceptional and exciting cross-product content. Partnering with globally recognised brands is a key pillar of our branded content strategy as we look to deliver a unique and engaging responsible gambling experience to our customers.”

Charlie Boss, Chief Commercial Officer at The Jockey Club, adds: “We are delighted to partner with Playtech, whose industry leading software and expertise will help translate the success of our historic brands into the iGaming market for the first time. Playtech also share our values on putting safer gambling at the heart of their products.”

Elmer the Patchwork Elephant welcomes Danilo and Robert Frederick to the licensing roster

Elmer the Patchwork Elephant has welcomed two new licensing partners to its growing roster, as the popular publishing property now makes its way into the calendars and greetings, and gifts and stationery sectors.

A duo of deals brokered by Metrostar, Danilo has joined the line-up to publish calendars, greetings cards, gift wrap and bags, while Robert Frederick will create gifts, arts and crafts, and stationery.

Existing licensees are also busy working on new Elmer products. Amscan has renewed its dress up licence and Rainbow Designs will be adding new lines to its Elmer portfolio. Paul Dennicci has also developed the first Elmer babywear collection for Primark.

New products from all will be launched in 2021.

Claire Potter, Metrostar’s managing director, said: “Elmer is proving to be a very reliable performer in a number of product categories across an increasingly large retail base. Metrostar started working on Elmer in 2016 and in every year since he has gained new licensees and added new retailers to the programme.

“As well as the addition of Danilo and Robert Frederick, in 2021 we will see new Elmer products in Primark, Sainsbury’s, Matalan, John Lewis and Waterstones.”

Paul Black, Andresen Press brand director, added: “We’re absolutely delighted to welcome Danilo and Robert Frederick to our licensing programme.

“Both are perfect partners for Elmer and we look forward to working with them to develop and promote new products. We would also like to thank our family of Elmer licensees for working so hard this year. We know how challenging it has been and really appreciate their continued support and enthusiasm for Elmer.”

Elmer the Patchwork Elephant welcomes Danilo and Robert Frederick to the licensing roster

Elmer the Patchwork Elephant has welcomed two new licensing partners to its growing roster, as the popular publishing property now makes its way into the calendars and greetings, and gifts and stationery sectors.

A duo of deals brokered by Metrostar, Danilo has joined the line-up to publish calendars, greetings cards, gift wrap and bags, while Robert Frederick will create gifts, arts and crafts, and stationery.

Existing licensees are also busy working on new Elmer products. Amscan has renewed its dress up licence and Rainbow Designs will be adding new lines to its Elmer portfolio. Paul Dennicci has also developed the first Elmer babywear collection for Primark.

New products from all will be launched in 2021.

Claire Potter, Metrostar’s managing director, said: “Elmer is proving to be a very reliable performer in a number of product categories across an increasingly large retail base. Metrostar started working on Elmer in 2016 and in every year since he has gained new licensees and added new retailers to the programme.

“As well as the addition of Danilo and Robert Frederick, in 2021 we will see new Elmer products in Primark, Sainsbury’s, Matalan, John Lewis and Waterstones.”

Paul Black, Andresen Press brand director, added: “We’re absolutely delighted to welcome Danilo and Robert Frederick to our licensing programme.

“Both are perfect partners for Elmer and we look forward to working with them to develop and promote new products. We would also like to thank our family of Elmer licensees for working so hard this year. We know how challenging it has been and really appreciate their continued support and enthusiasm for Elmer.”

Metrostar to launch Kraft Heinz into the licensing arena at Festival of Licensing

Metrostar will be joining the line-up of virtual exhibitors at this year’s Festival of Licensing, where it will take to the screens to showcase its newest client, Kraft Heinz and make use of the platform for a hard launch of its brands into the world of licensing.

The two companies, along with the company’s global licensing agent, Brand Central, have been working with Kraft Heinz brand teams on strategies for each of the brands in the UK. As such, together they have identified their key priorities for the show.

Metrostar now reports that early conversations are going well, citing ‘high levels of interest’ amongst both retailer and licensees, and that the Festival of Licensing will ‘provide the ideal platform to introduce Kraft Heinz brands to the broader licensing industry.’

A variety of Heinz sub-brands are to be on show, including Tomato Ketchup, Baked Beans, Salad Cream, Cream of Tomato Soup, Spaghetti Hoops, as well as other brands in the company’s portfolio such as HP Sauce, Lea & Perrins, Amoy and Bull’s Eye.

Metrostar MD, Claire Potter, said: “Our workshops have generated some great new product ideas for these iconic brands. The opportunity to extend is significant and we’re looking forward to talking with potential partners in food and non-food about our thoughts. The Festival of Licensing couldn’t have come at a better time for us.”

Kraft Heinz marketing director, Northern Europe, Olivia Hibbert, added: “With unmatched strength in brands spanning across categories with over £800M in UK and Ireland sales, we are excited to take these iconic and much loved brands into new and exciting directions for the future.”

Elmer the Patchwork Elephant lands successful first baby wear range at Matalan

Elmer the Patchwork Elephant‘s Licensing Agent, Metrostar and licensee, Paul Dennicci have delivered a new first for Elmer with the launch of his latest baby wear range at Matalan. The range comprises a bodysuit, vest set, dress and bib each featuring on-trend monotone graphics alongside Elmer’s signature colourful patchwork.

Working alongside its partner License to PR, Andersen Press supported the range with a coordinated campaign, inviting a select group of influencers to post pictures of their little ones wearing the range. Plush from Rainbow Designs, cards from Hype and a puzzle from Ravensburger also featured in the campaign that reached over 324,000 people.

Paul Black from Andersen Press, said: “It’s great to see Elmer breaking into yet another new retailer and we’ve been bowled over by the social media engagement with Matalan’s new range. We are fully committed at Andersen Press to supporting our licensee’s efforts to secure new distribution channels for their Elmer products, and get as many people celebrating Elmer as possible.”

Claire Potter at Metrostar, added: “Elmer’s messages of friendship and inclusivity are more important and relevant than ever. They mandate us to ensure he is accessible to all, while delivering high quality consumer products. The range at Matalan is an important step in that endeavour.”

Kraft Heinz taps Metrostar and Brand Central to licensing roll out of Heinz, HP Sauce and Lea & Perrins

Kraft Heinz has tapped Metrostar and Brand Central LLC to manage the brand licensing programme for its flagship brands in the UK and Ireland. The campaign will exploring product extensions such as new food categories and merchandise partnerships with leading names in the lifestyle sector for the likes of Heinz, HP Sauce, Lea & Perrins, Amoy, and Bull’s-Eye.

The programme will build upon Brand Central’s representation of Kraft Heinz brands in the United States and Canada.

Kraft Heinz boasts a strength in brands spanning across categories with over £800M in UK and Ireland sales. The firm has more than 200 brands sold in nearly 200 countries, including eight $1bn + brands.

Metrostar and Brand Central will jointly manage the programme with Metrostar taking the lead in prospecting and licensee management.

“After discussions with several licensing agencies, we are excited to select Metrostar and Brand Central to represent Kraft Heinz in the UK and Ireland,” said Olivia Hibbert, marketing director, Northern Europe at Kraft Heinz. “We feel that Metrostar and Brand Central have the right innovative approach to take our iconic and much loved brands in to new and exciting directions for the future.”

Ross Misher, CEO of Brand Central, added: “Working with the global licensing team at Kraft Heinz, we are looking forward to expanding our program beyond the US and Canada and into Europe. There is an enormous global opportunity for Kraft Heinz across territories with its portfolio of strong brands.

“Metrostar is the perfect partner to launch into this new market with their expertise in food licensing and strong retail relationships. Kraft Heinz brands have a huge emotional connection with consumers in the UK who grew up eating these products and continue to enjoy them today.”

Metrostar MD, Claire Potter, concluded: “These brands are legends in British food and we see great potential in a number of product areas. We’re thrilled to be representing Kraft Heinz and to be working, once again, with Ross and the team at Brand Central.”

Brand Central and Metrostar partnered previously on the UK licensing campaign for Krispy Kreme doughnuts. The campaign was nominated for Best Food & Drink Licence at the Brand & Lifestyle Licensing Awards and Krispy Kreme won the Best Health & Beauty Range in 2018.

Weidenfeld & Nicolson to publish The Wisdom of Call the Midwife

Weidenfeld & Nicolson is to publish a collection of narrations and life-affirming quotes from the hit TV drama, Call the Midwife, in a new compendium titled The Wisdom of Call the Midwife. The collection will be taken from the original scripts by Heidi Thomas and will offer up lessons on love, friendship, motherhood, and more.

The collection is scheduled to publish in October 2020 and is the fruit of the efforts of editorial director Maddy Price, who acquired world rights from Claire Potter at Metrostar on behalf of Neal Street Productions.

It will feature, among others, the voices of glamorous but vulnerable Trixie, forthright Nurse Crane, the delightfully witty Sisters Evangelina and Monica Joan and of course the wise and iconic narrations voiced by Vanessa Redgrave. Heidi Thomas, the creator and writer of the show will write a foreword.

Call the Midwife is an award-winning period drama set in Poplar, in the East End of London created by Heidi Thomas.  Made by Neal Street Productions for BBC One, Call the Midwife has been one of Britain’s most popular drama series since it launched in 2012 and it continues to be the most watched drama series in the UK. The most recent series averaged nine million viewers per episode and a landmark tenth series is due to commence filming later this year.

Maddy Price, editorial director, Weidenfeld & Nicolson, said: “As the publishers of the Jennifer Worth memoirs that originally inspired the TV series, we at W&N couldn’t be happier to be publishing this lovely book of quotes from the scripts. Call the Midwife is unique in that its episodes bring so much joy and comfort to viewers, and unique also in the loyalty and dedication of its fans.”

Heidi Thomas added: “I am delighted that Weidenfeld and Nicholson have produced this beautifully illustrated volume for fans of Call the Midwife. Our lovely, loyal viewers have been asking for a book of quotes from the series for a long time, and with our tenth anniversary approaching, I know they will be thrilled with this unique keepsake.”

The Wisdom of Call the Midwife will be published by Weidenfeld & Nicolson in October 2020 in hardback and eBook.