Licensing and Retail

The Merchandising and Licensing section of M2002 were responsible for the management and establishment of the licensee distribution network incorporating quality control mechanisms and the sale, advertising and management of supplier product ranges. Merchandising had a creative role that encompassed formulating ideas for product development as well as inputs to overall design, product range and colour selection through the use of an art-pack. The team developed working relationships with a series of companies.

The overall aims of the Merchandising programme were established in early planning phases and included the following:

· The generation of income without exposing the organisation to the financial risk.

· Selection, appointment and management of a range of licensees.

· Development of a merchandise range around the following themes: Basic, Sport, Tourist, Jubilee, The Queen's Jubilee Baton Relay, Mascot, Games Time, Ceremonies and UK Teams.

· Production and management of an art-pack for licensees and retailers.

· The securing of a partner to operate concessions at Games time and Games store prior to the event.

· Appointment and management of a mail order partner.

· Management of Sponsor premiums and gifting items for M2002.

· Control and tracking of minimum guarantees and royalty payments from licensees.

· Appointment and management of a company to produce programmes and distribute at Games time.

· Appointment of a preferred retailer to maximise high street presence.

· Appointment and management of an e-commerce partner.

The merchandise programme had a high media profile from its launch all the way through to the end of the Games. During the Games, press activity centred around the Merchandise Superstore at Sportcity with several national and international radio and TV crews conducting news items there. Visits from several high profile athletes also helped to raise the profile of the merchandise. The coverage was generally very good with positive comments on the range of merchandise and its quality.

Records inlcude Meeting minutes, operational papers