Inside the den
Promotional merchandise was the winner when the BPMA and Comic Relief teamed up for a Dragons’ Den style pitch
Promotional merchandise professionals came up trumps in creating innovative new product ideas for the Comic Relief organisation.
The BPMA and Comic Relief challenged members to let their imaginations roam free to devise new merchandise ideas for the much-loved charity.
The Comic Relief Design Challenge asked for a brand-new item of merchandise for Comic Relief that captures its essence and stands as a year-round symbol of its work beyond the traditional Red Nose Day and Sport Relief campaigns.
Designs were encouraged to consider sustainability, inclusivity and accessibility and how best to embody the Comic Relief ethos of humour and heart. The BPMA was hugely impressed by both the quality and quantity of submissions received from members.
After much consideration, eight shortlisted member companies were invited to present their ideas in a ‘Dragons’ Den’ style pitch event in November.
Held at the original Dragons’ Den studio in North London, the pitch event offered the eight shortlisted companies the unique opportunity to step into the iconic set and experience what it’s like to pitch under the pressure of the dragons’ gaze.
Against the backdrop of the original studio, complete with lighting, cameras, and a full production crew, the day delivered all the intensity and excitement of a real television moment.
Each pitch was assessed by a panel of expert dragons composed of representatives from Comic Relief and the BPMA Board, showcasing the imagination, expertise and energy that define the promotional merchandise sector.
The judging panel featured Becky Yeoh (Comic Relief), Greg Leaney (Comic Relief), Clive Allcott (DTB) and Melissa Chevin (Globefish Consulting), who collectively brought a wealth of insight, brand expertise and commercial understanding to the evaluation process.
Shortlisted companies taking to the floor were: Sycal, Juniper, Total Merchandise, Wild Thang, Far ‘n’ Beyond, Exceptio, Bizz Badge and Brand Addition. Each company delivered an incredible pitch, highlighting creative product design, sustainability credentials and commercial potential.
The final four selected for consideration in the final stage of the competition were Brand Addition, Exceptio, Sycal, and Total Merchandise.
Brand Addition was named the winner of the competition for its imaginative interactive Tap Patch that encouraged both donations and engagement with the charity and its good causes.
Feedback from the day was overwhelmingly positive, with participants and judges alike praising the creativity, professionalism and shared enthusiasm that filled the studio.
Comic Relief’s Greg Leaney, said the experience was “firmly top of the list of slightly mad days at Comic Relief.
“We got to hear from eight businesses, who pitched ideas for new and innovative ways we could be making the most of merch,” he said. “Thank you to everyone who took part, and to the British Promotional Merchandise Association (BPMA) for organising, and all your support for Comic Relief this year.”
John Howarth from Wild Thang shared: “The energy, creativity, and passion in that room was unreal – every pitch was next-level and such a brilliant reminder of the talent we have in our industry. A huge thank you to everyone who made the day so special – our fellow pitchers, the production crew, and of course the BPMA and Comic Relief teams. Truly, a day to remember.”
Sam Wood from Far ‘n’ Beyond said: “It’s such a great opportunity working on something new for Comic Relief and the BPMA, as it highlights the positive impact that Comic Relief has, whilst getting to create a new marketing angle, which is really exciting.”
Brand Addition was revealed as the winner at the BPMA 60th Anniversary Celebration featuring the Product Awards, in December, where the industry will come together to celebrate 60 years of the BPMA and recognise the most innovative and exciting promotional products of the year.
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