About Us

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!

Claire Potter


Claire’s background is in brand management. After completing her law degree, Claire joined Unilever’s graduate training scheme with Brooke Bond Foods where she worked on soup, tea and mushy peas before leading the team which launched Chicken Tonight cooking sauce in the UK. She held senior marketing positions with Golden Wonder and Ladbrokes before joining BBC Worldwide as UK Marketing Director for their combined publishing businesses. Whilst there she worked on TV brands such as Teletubbies, EastEnders, Top Gear, Only Fools and Horses, Walking with Dinosaurs and Gardeners’ World. Excited by the challenge of the internet, Claire left the BBC to join the Guardian Media Group as Marketing & Product Development Director for their recruitment web site, Workthing. In 2003, Claire had a baby boy. In 2004, she gave birth to Metrostar and has never looked back.


Claire’s passion for brands and consumer insight underpins Metrostar’s planning processes.

Stuart Cooper


Stuart Cooper joined Metrostar in 2006, bringing over 20 years’ experience in book publishing. He has worked as an editor or commissioning editor for major houses including Cassell, Conran Octopus and Pavilion. Most recently he was Senior Commissioning Editor at BBC Books, where he was responsible for the Doctor Who and Torchwood lists and also worked on tie-ins for Grumpy Old Men and Top Gear. Stuart has commissioned and edited bestselling books across a wide range of subject areas, including reference, lifestyle, comedy, travel, natural history, popular culture, and adult and children’s fiction. He has also worked with some of the biggest names and brands in UK publishing, including David Attenborough, Alan Titchmarsh, Terence Conran and the Royal Horticultural Society.


Stuart manages Metrostar’s book publishing activities – which involves working with clients to create great book ideas and helping them to deliver them – as well as selling those ideas to publishers.