When you think of Kodak, you think of the movies. But the company is by no means archaic.
Founded by George Eastman and Henry A. Strong in 1888, today Kodak is a global technology company focused on printing, digital imaging, photographic materials, equipment and services, advanced materials, and chemicals. The company provides hardware, software and services to customers in the areas of commercial printing, packaging, publishing, manufacturing and entertainment.
Kodak is applying its materials science expertise, which has its roots in filmmaking, to new applications ranging from touch sensors to 3D printing and beyond. Its licensing program builds on the heritage of brands in photography and film, but it also broadens its scope to categories that are meaningful to the consumer.
âWe are looking for strong and lasting relationships,â says Clara Fort, vice president, Global Brand Licensing, Eastman Kodak Company. âWe are not looking for anything opportunistic. We are looking for partners who will go the extra mile and bring their expertise to the brand portfolio. “
Kodak worked with Adesso for computer and office accessories, which saw sales increase during the pandemic when people’s homes suddenly turned into offices.
âThe ring lights were huge,â Fort says. âThey’re not just for social media. Half of their customers use it for video conferencing and online meetings, not just content creation. We also had very good performance on home projectors and instant printers. People were looking for new ways to be busy while staying at home, so they put a movie at home and have parties outside. There has been a rise in crafts and scrapbooking, and it has gone really well. Projector sales increased 500% in the first quarter compared to last year.
Kodak is also part of the smart home category. Its line of baby monitors and security cameras performed well in 2020 and saw sales increase last year as more and more people stayed at home. âParents had to work from home,â says Fort. “They have to watch and know what the kids are doing in the next room.”
Brand specific extension is a strategy that works well for Kodak. Although Kodak has reduced its licenses, the company reported that retail sales of branded products increased 13%, reaching around $ 400 million in 90 countries in 2020. âBefore, we also had different tools for l ‘product approval and financial reporting,’ explains Fort. âWe do better with less. We have implemented new marketing and financial management tools to streamline processes and make life easier for everyone. We are also giving more to the licensee and we have increased the asset space.
You want to know more ? Check out the June issue of License Global, available now!