By Allison Watkinson
TLL Reporter
The British nail brand Nails.Inc has entered a licensing partnership with Percy Pig for a line of scented nail products.
Percy Pig is a British confectionary brand that is owned by the multinational retailer Marks and Spencer’s. This licensing collaboration with Nails.Inc marks the first time that the Percy Pig brand has collaborated with another brand.
The Percy Pig team at Marks and Spencer have been working closely with the marketing agency Story.1888 on strategies for brand partnerships, retail campaigns, licensing, and more.
“Working closely with Martin and Sarah at Story.1888 has allowed us to really push our thinking for what is possible for Percy Pig, now and in the future in terms of how we retain Percy’s iconic status,” said Sophie Jacobs, Brand Manager at M & S Foods.
Story.1888 is a creative marketing agency that helps its clients with product design, marketing campaigns, brand strategies, and retail activations. Story.1888 is a division of the brand licensing agency, The Point.1888.
“It has been a lot of fun working with team Percy! What other brand has the kind of reach and iconic status that Percy does?” said Martin McLaughlin, co-founder of Story.1888.
“The ideas just flow with this one and the opportunities for how Percy can now branch out into more categories and emerge in more areas of our homes and lifestyle will be very exciting to see.”
Founded by Thea Green in 1999, Nails.Inc is an independent beauty company that focuses on bringing high-quality, cruelty-free nail and beauty products to market.
“For us it was an absolute dream to work with such an iconic brand like Percy Pig,” said Green.
“We’ve had a long-standing relationship with M&S Beauty and working with Story.1888 really helped bring the collaboration to existence. We are looking forward to seeing where this partnership will go.”
The co-branded Percy Pig x Nails.Inc scented nail products have launched exclusively at Marks and Spencer stores nationwide and online for the 2022 holiday season.
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