Put simply, we take intellectual property, whether that is a television series, character, talent, brand or organisation and look at it in the same way consumer goods or service companies look at their products – as a brand. We’re particularly interested in the brand’s potential to stretch into new product areas. These can take many guises from books, magazines, food, clothing, toys and games and giftware, to personal appearances, exhibitions and promotions. If a brand has that potential, we help its owner, to find the right partner organisations to realise it.
The aim of the exercise
At Metrostar we think of what we do as ‘brand nutrition’; developing new products and creating new experiences which ‘feed back’ into the original. Done well, it creates a fitter, happier and healthier brand. Done poorly it creates a rather tired, fat and unappealing one. After all, you are what you eat! So we resist talk of ‘cashing in’ and ‘milking’. We help to create new products which enliven and enhance brands – and through that, we generate new revenues. The plans we create and the partners we work with are carefully crafted and selected. We talk to clients about their needs and each partner needs to ‘get’ a brand before we recommend them – and we always favour product quality. The right licence in our view is the one which builds the brand, not the one which offers the short-term commercial return.
We’re small and agile with a relatively small portfolio of clients. We take the time and trouble to help each through every stage of the process, making sure it is as profitable and enjoyable as we would all wish it to be!