Ahead of Licensing Expo, Liz Wain, founder of Wain’s World, speaks with License Global about the changing world of art and design.
License Global: Can you tell us about how you started your agency?
Wayne: Honestly, Wain’s World as a licensing agency was an unintended natural extension of my 30-plus year adventure in product design, development, and licensing.
Back in 2015, I was planning a career change. At the time, I had just finished all my corporate creative work. I decided it was time to start something of my own again. I had no idea what that “thing” was. All I knew was that I wanted to combine my experience with a global network by doing what I love: designing and developing products.
I started consulting. Some clients were licensing agencies. From time to time, artists contact me asking for advice on who to represent their work to in order to obtain a license. As time allowed, I reviewed my portfolio and introduced artists I thought were a good fit to my agent. One day, a truly unique portfolio came across my desk. I liked the artwork so much that I thought, “Why should I give this talent to someone else to manage and grow…I should represent this artist.” I signed my first artist, Patti Leibold. It continues to represent him today.
Designed by Katherine Herrell.
One by one, we added artists with unique brand voices that stand out from the plethora of similar brands on the market. I started working with a trusted network to offer product programs for artists.
Over time, I began consulting less and developing artist brands more, and in early 2019, licensing agency Wain’s World was founded. Wain’s World now proudly represents 24 artist brands.
What are the current trends in art and design?
Retailers are more aware than ever of the diverse backgrounds of their customers and are offering a wider range of products to appeal to a wider range of customers.
Microtrends are a hot topic. It’s a lively conversation using icons that will put a smile on your face right away. Retailers are introducing products at a faster pace to capture consumers’ attention. We are there to provide creative content.
Juliette Meeks Tallulah Kitchen Towel.
As a counterbalance, the Grand Millennial trend is evolving, becoming cleaner and more sophisticated with toned-down hues. Everyone loves dusty blue and blush.
Preppy is back, a cheeky refresh of the genius of the 70s and early 80s.
Pretty floral prints are always a consumer favorite. While modern florals are on trend, traditional watercolor florals remain the cornerstone of the business.
How do you think licensing overall will change over the next five years?
Technology will continue to change the retail industry. Today’s consumers have many options to purchase products based on their personal values and aesthetics and want to strengthen their personal brand.
The rise of social media and influencers has given end consumers direct access to and influence over the design community. As positive dialogue continues, consumer appreciation of emerging artist brands will continue to grow.
I realized that my clients were no longer just looking for beautiful, on-trend designs. Rather, they come to Wain’s World looking for his brand, a designer with an authentic brand voice who offers something truly new to the market. A brand with something to say and a creative flair to adapt and deliver quickly.
What excites you most about creating new collaborations?
Each new collaboration brings hope and excitement to creating products that are special and meaningful to consumers. The journey from concept to point of sale is always an adventure. I’m excited to work with artists to develop their artwork into collections of products that people use every day. For me, that excitement never fades. There are so many variables in the mix. No two days are the same and my job is never boring. Every artist is different. Each collection of artwork created is unique, and the possibilities for your products are endless. My job is fun.
What can we expect from Wain’s World for the rest of 2024 and into 2025?
In its fifth year of existence, Wain’s World Artists has generated $23 million in retail sales and is expected to grow by 25% in 2024. Wain’s World’s retail footprint continues to grow across tabletop, paper and gift categories. These strong partnerships have led to new collaborations in interior decoration.
Job openings for 2025 are already off to a great start. A la Mode: The classic, timeless preppy pouch aesthetic is reflected in several artists’ brands as well as their innovative and clever conversations. Regardless of the artist’s brand, Wain’s World always delivers new and consistently innovative creative content.
Corinne Haig Raz We import decorative home accessories and wall art.
What makes Wain’s World Agency different from other licensing groups?
Throughout my creative career, I’ve worked in nearly every position in the product process, including licensor, licensee, retailer, manufacturer, and retailer.
As an Agent and Creative Director at the agency, I partner with licensors and licensees to facilitate a more efficient process for licensees who are more time-pressed than ever before, and I believe my 360-degree licensing experience paves the way for success for all of my partners.
