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Greeting cardies join the licensing clan at a buzzy BLE

Greeting card company Deckled Edge came so close to clinching the License This! competition that is run by the show, making it into the final two.

Founder and designer Janna Cossettini put in a strong performance pitching her equestrian-skewed brand to the judges, but in the end was pipped at the post by Spanish pre-school concept based around children and yoga.

Commenting on Deckled Edge, Kelvyn Gardner, MD of LIMA UK who headed up the judging panel said: “The judges were impressed by Deckled Edge. The Equestrian imagery has a wide fan-base and the panel saw a strong mix of originality and classic look in the brand to offer genuine licensing potential.”
The judging panel for License This! included (right-left) Clare Piggott (Larkhead Media) and Danilo’s licensing director Dan Grant and (3rd left-right) LIMA UK’s Kelvyn Gardner, Jazwares’ Sam Ferguson and JELC’s Jane Evans.

Dan Grant, licensing director of Danilo, who was also part of the License This! panel added his praise for Janna’s submission and presentation: ”The Deckled Edge proposal was stunning. Janna has a very professional approach and clearly knows how to position her brand.”

Dan adds that Janna’s focus on the equestrian field, gives Deckled Edge “something unique, which can be taken into specialist retailers within the world of equestrian. At the same time the quality and appeal of her amazing artwork will mean that this property has the opportunity to secure listings across key high street retailers and department stores.”

You can read the full article here by Jakki Brown on PGBUZZ;

 

 

 

 

 

 

 

 

(Images supplied by Greetings Today Magazine)

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THE head-to-head battle for the License This!

THE head-to-head battle for the License This! crown saw Spanish brand Ioguis take the title but greetings publishers Deckled Edge are also winners despite coming second.
Their horse-related product and concept were put before a wide audience of licensing agents and interested parties with founder and artist Janna Cossettini’s pitch to the judging panel coming across very well.
And the judges – LIMA UK MD Kelvyn Gardner, Sam Ferguson of Jazwares, JELC licensing agents’ Jane Evans, Danlio licensing director Dan Grant, and Clare Piggott of Larkshead Media – admitted they had a difficult task choosing between the two finalists.
In her 10-minute presentation at the final on Thursday, October 12, Janna explained how her love of horses goes back to her first scruffy Shetland pony called Donald and she’s coupled that with her artistic talents honed from an early desire to draw everything she saw.
The former art director for the Condé Nast family of magazines started trading as Deckled Edge in 2015 and now sells to independent gifts and greetings retailers as well as equine charities and gifting websites in the UK and abroad, plus wholesalers Westgate EFI who distribute to 1,500 tack shops and country stores.
Sbe explained how she hopes to take the brand forward with licensed products across the outdoor textiles, homeware and stationery categories as well as gifting.

Read the full article here: 

View my presentation here:

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We are a FINALIST!!

Deckled Edge has been selected as a finalist at this years Brand Licensing Europe annual Trade Event held at London Olympia.
I’m soooo excited, and really pleased for the brand, but also very nervous…pitching in front of a live audience!
BLE reveals License This! Finalists. Read it here link
Janna earns the license to pitch. Read more from Greetings Today Magazine link