Launched in 2005, Star Cutouts prints on demand a rich array of characters, including the Royal family, celebrities, sports stars, as well as film and TV stars. The products are popular among fans for home decor, as well as parties and events.
However, launching a successful new product takes time, effort, and is risky.
“We launch a variety of new characters a month,” Ian said. “Selecting the right character is extremely time consuming as it involves research via social media to spot who and what is trending. Sentiment also changes so quickly day to day. Sometimes by the time we decide to design and launch we’ve missed the boat.
“Ultimately, we are too reactive. Out of 10 product launches, one might be a success. When you are spending X amount on licensing agreements you need to be confident in your investment.”