Building From Scratch
Brand: MTG Licensing
Services: Brand Strategy, Go-To-Market Plan, Creative Direction, Product Design
The Challenge
MTG approached us with a rather large task. They wanted to build an apparel and accessories start-up targeting the MENA region with global licensing.
It was our first project focused on this part of the world, so after the initial kick-off and alignment meeting, we set off on a tour to establish licensing best practices and visit potential production facilities.
The Region
This tour and subsequent focus group research gave us the bedrock to build the initial brand and product strategies. The proliferation of unlicensed products in commercial markets, and the lack of connectivity between merchandising and licensees investment meant there was a clear opening.
The IP Takeaway
The Strategy
Leverage the Investment
Combine Disney with high-quality, well-designed closet staples. Build a product calendar tied to major movie releases and milestones.
Design for Joy
The characters are the stars of the show. Focus on the most iconic IP, and build the perfect platform of quality, fit, color and placement.
Go To Market in Parallel
Launch simultaneously with major retail chains, marketplaces, and MTG´s own e-commerce channel. Invest in trade and influencer marketing.
Providing fun casual wear for the whole family was a key focus for the launch. Quality fabrics, inch-perfect silhouettes, joyful colors, and Mickey
On the surface a straightforward ask, but the design and development process for MTG had to be built from the ground up. Meeting the suppliers at the project's outset allowed us to plan a rigorous development calendar. Disney is magic, so too is a perfect tech pack.
Simple is Not Easy
MTG was introduced to end consumers and key accounts at a three-day gaming festival. The reception was overwhelmingly positive, and the product ranges were sold into Amazon, Carrefour MENA and other regional key accounts.
Implementation & Launch
Building a company from scratch is significant, but ultimately directly proportional to the needs of the client. At Casa CPM we customize our services according to what your business. Need to accelerate your entry into a new category or reach a new consumer? We can show you how.