Gifts Today magazine

Mad Beauty Ltd.’s Kellogg’s Vintage Health and Beauty Range wins

It's official ‘Best Licensed Brand Range’ at The Licensing Awards 2015 goes to Mad Beauty

Mad Beauty Ltd.’s Kellogg’s Vintage Health and Beauty Range has been crowned ‘Best Licensed Brand Range’ at The Licensing Awards 2015, hosted at Grosvenor House Hotel in London on Tuesday 15 September 2015. Competing in the Product Sector, against a diverse range of highly sought after licensed products including the Rugby World Cup Collection from Ulster Weavers, V&A Spring/ Summer 15 Collection from Oasis, Volkswagen Retro Housewares Range from Half Moon Bay, PlayStation Retro Range from Bioworld and the Historic Royal Palaces Baroque Gardening Collection from Briers. Mad Beauty’s Kellogg’s Vintage Health and Beauty Range came out top as the winner of this esteemed category.
Managing Director, Trevor Cash comments, “We launched Kellogg’s Vintage at the Autumn Fair in September 2014 and as this is our first major license, to win this award at our first attempt and after just one year in the market place, is a tremendous honour. Our mission statement is “that we are serious about making cosmetics fun” and the Kellogg’s database of around 1 million images gave our designers the opportunity to bring that through into the range”.  Together with their other broad range of designer led gifts with a cosmetic appeal is putting MAD Beauty on target for an increase of sales in this fiscal year in excess of 25%.
The UK’s only dedicated licensing industry annual awards programme was attended by over 1,000 retailers, licensees and industry elite whose integrity is unquestioned as an endorsement of excellence. As a company in the first year of licensing, the rigorous judging process highlights the accolade Mad Beauty have achieved in the award with over 100 different retail buyers including Tesco, Argos, Oliver Bonas, Sainsbury’s, Mothercare, Primark, Asda, River Island and Rymans assessing the excellence of design, innovation and originality; consumer targeting and quality of manufacture and packaging.
Alongside their core collection, the brand is quickly establishing itself in the licensing market with further expansion of the Kellogg’s Vintage Beauty range including Pop Tart and Froot Loops products launched in September 2015 and a dedicated Christmas collection in October 2015.
The success of the beauty range has seen the brand diversify into the Stationery market with MAD Stuff®’s (a division of MAD Beauty Ltd.) ‘Vintage Kellogg’s Stationery’ showcasing classic Tony the Tiger, Coco Pops and Rice Krispies imagery from the 50’s and 70’s on a range of erasers, notebooks, note pads and cases.
2016 will see Mad Beauty and Mad Stuff continuing the Kellogg’s license with incorporating other iconic Kellogg’s Vintage properties, including Froot Loops, Pop Tarts , Cornflakes and more.
MAD’s approach to licensing is somewhat different to many others as they prefer to offer a broad range of products but in a narrow band of properties rather than a narrow product range across many brands
They are currently in discussions several top licensors and will expect to announce another major collaboration with just one of these shortly.


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