At our core, we are consumer product brand builders.
We work with brands, partnering with manufacturers and retailers, to create + position kick-ass consumer product brand extensions –  to build brand equity.
We are both a consultancy + full service agency

Sean Kay

President, Benchmark Licensing

“Throughout my career I’ve focused on building my experience on all sides of the consumer products sphere: retail, brand, and manufacturing.

I’ve had the good fortune of working with incredible people, as well as a diverse range of brands + retailers, developing successful CP licensing businesses that span a wide range of categories, demographics, and retail channels.

I opened Benchmark to offer something that I thought was needed, then and now; an agency + consultancy that has a wealth of experience in consumer products, that is incredibly passionate about brand-building, which takes an active role in business development. We also think it’s important to have some fun along the way.”

At Benchmark, there are no short cuts. We start with the premise that we don’t have all the answers – yet.
We believe every brand has their own unique path to growth and we partner with them to find it.
Through inspiration and expertise, we help brands expand with purpose and meaning.

WE COMBINE

CONSUMER INSIGHTS

STRATEGY

INNOVATION

PRECISION

RETAIL ANALYTICS

CREATIVITY

COMMERCIAL REALITY

SPEED TO VALUE CREATION

WE COMBINE

CONSUMER INSIGHTS

STRATEGY

INNOVATION

PRECISION

RETAIL ANALYTICS

CREATIVITY

COMMERCIAL REALITY

SPEED TO VALUE CREATION

WE THINK DIFFERENTLY|We’re brand builders vs. transactional deal makers.

We figure out the lane for success and devise clear winning turn key solutions to position brands.

WE’RE YOUR BOOTS ON THE GROUND|We represent you.

We’re a seamless extension of your organization – driving your vision and intention in market, with sound retail market intelligence and strategy.

WE’RE ACTIVE NOT PASSIVE|We’re your tenacious advocate.

We push your manufacturers to work harder for you and retailers to be more committed to you –to execute your brand vision cohesively, across all platforms.

WE THINK DIFFERENTLY |We’re brand builders vs. transactional deal makers. We figure out the lane for success and devise clear winning turn key solutions to position brands.

WE’RE YOUR BOOTS ON THE GROUND|We represent you. We’re a seamless extension of your organization – driving your vision and intention in market, with sound retail market intelligence and strategy.

WE’RE ACTIVE NOT PASSIVE |We’re your tenacious advocate. We push your manufacturers to work harder for you and retailers to be more committed to you – to execute your brand vision cohesively, across all platforms.

WE THINK DIFFERENTLY |We’re brand builders vs. transactional deal makers. We figure out the lane for success and devise clear winning turn key solutions to position brands.

WE’RE YOUR BOOTS ON THE GROUND|We represent you. We’re a seamless extension of your organization – driving your vision and intention in market, with sound retail market intelligence and strategy.

WE’RE ACTIVE NOT PASSIVE |We’re your tenacious advocate. We push your manufacturers to work harder for you and retailers to be more committed to you – to execute your brand vision cohesively, across all platforms.

But don’t just take our word for it…

“I’ve worked with Sean for over 17years. He’s a strategic thinker who has worked with some of the top brands in North America. His relationship with retailers, licensees and brand owners are best in class as evidenced by his ability to drive broad distribution of consumer products across multiple platforms and channels.”

Bruce Morrison – President and C.O.O., Trends International

“Having known Sean for over 15 years I have continued to be impressed with his thorough knowledge of the marketplace and moreover his passion and commitment to the brands he represents.  Our team enjoyed working alongside Sean, and his Benchmark team, who understood the challenges of our limited retail landscape.”

Susan Savedra – President, Unique Party Favor

We could not have secured and significantly increased our Trolls placement at Walmart for Fall ’16 and Spring ’17 without Sean and his team’s support. It was truly a collaborative effort.”

Rick Chan - Senior Account Executive, Black & White (shoes)

“Our company has had the pleasure of working with Sean in various capacities over the past 15 years.  I can unequivocally attest to his integrity when it comes to building partnerships and passion for working together with licensees to develop and position branded programs at retail.”

Myles Robinson – President, Centura Brands

“Sean understands the retail landscape had relationships with the buying and management teams at the key accounts. Sean took the time to understand our business and the nuances of the category, which made for a better partnership…working hand in hand with Sean to build our business was a core part of the success that we had together.”

Margot Lazar – SVP Licensing and Marketing, BBC international

“I’ve known and worked with Sean for the past 15 years. Over that time, I’ve seen him structure merchandise programs for retailers and brands, which have been strategic, innovative, entrepreneurial, and of course successful for all parties involved.”

Chris King – VP Licensing, JD Power

“Sean understands how to drive growth in all channels of distribution. He leveraged his relationships with retailers’ management and he provided us with merchandising and marketing support to help us secure branded programs at the largest retailers. He cares about brand integrity and is passionate about product quality and differentiation.”

Chafik Zakaria – President Born To Shine Consulting • (formerly) President, Paris Geneve Inc

“I have worked in the licensing world for over 10 years; working with all of the major licensors. Having worked with Sean for years I have found him to be the best representative in the industry…”

Warren May - Sales Director Franco Manufacturing of Canada

“I had the great pleasure of working with Sean Kay during my time at DreamWorks Animation. At DWA, I was based out of NY, and responsible for retail sales and marketing efforts for Toys R US globally.  Sean Kay is a strategic licensing professional, and an absolute expert on both the licensing marketplace and Consumer Products licensing.”

Colin McLaughlin. VP Licensing & Sales - Retail Monster • (formerly) DreamWorks TRU Head of Global Sales

“Based on Sean’s passion and equitable approach to developing a long term relationship, we agreed to become DreamWorks’ master apparel partner. The collaboration that ensued has led to a very successful partnership for both Brand and Licensee.”

Michael Eliesen – President & CEO, NTD Apparel Inc.

“Sean was a great partner for Hasbro as we launched the Trolls license in Canada. Both Sean and his team have extremely strong relationships at retail which helped us solidify Tier 1 level programs that ensured that the launch of our Toy line with the Trolls license was flawless.”

Rob Chuchla – Vice President Sales, Hasbro Canada
We consult, build and manage the growth of brands through…
DUE DILIGENCE

Market Research, Insight + Analytics, Strategic Partnerships

BRAND ARTICULATION

Identity + Positioning, Brand Guidelines, Look Books, Product Design Direction

DEVELOPMENT

Strategic Plans, Brand Extension Roadmap, Brand Procurement + Creative Licensing Solutions, Negotiations, Marketing + Retail Business Development

MANAGEMENT

On-going Program Management, Royalty Reporting, Forecasting, Compliance

We have past + present experience working with a wide variety of brand partners…
…and retailers across all channels.
Here’s a representation of our work.

(click on image for more information)

ARTICLES
VIDEOS
JKW Media Launch Event
Joan Kelley Walker on Your Morning
Joan Kelley Walker on eTalk

LET’S CONNECT!

51 Wolseley Street | Toronto, ON | M5T 1A4

(416) 629-9512

brand@benchmarklic.com

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