The Happets

property focus
focus propriedad
Spain
The Happets
La Tropa de Trapo, se desarolla.
Desde la serie de dibujos animados al largometraje y a
los libros que protagonizan, The Happets son seis buenos
amigos que comparten sus divertidos descubrimientos con
niños y niñas al tiempo que contribuyen a desarrollar su
personalidad… Biplano gestiona los derechos mundiales de
esta propiedad preescolar.
>
Cada uno de los personajes
de este grupo de amigos está
hecho de una tela y textura
diferentes: Mumu, la vaca de cuadraditos
azules, Milo, el osito de lana verde, Talalo el
pajarito con rayas de colores, Olga la cerdita
rosa con su estampado de flores, Alfred, el
perrito vestido de tweed para el té y Rita, la
jirafa amarilla con lunares amarillos. Este
aspecto da a cada protagonista una identidad y personalidad propia. Las texturas
de los tejidos juegan un papel primordial
en el aspecto de
los principales
personajes. Éstas
no sólo subrayan
la identidad de
cada personaje
sino que también
los convierte en
unos peluches
irresistibles.
El propósito de la
Tropa de Trapo es
el de entretener
y estimular a los
niños y niñas de
entre 2 y 6 años,
ayudándoles a descubrir el mundo que les
rodea en interacción con otros.
Una propiedad transmedia…
El público infantil puede disfrutar de la
Tropa de Trapo tanto en soporte audiovisual
(TV y cine) como editorial y on-line.
La serie de TV consta de 52 episodios de 7
minutos y se está emitiendo en la televisión
de Catalunya TV3 así como en otros países
de Asia. También se lanzó una película en
3D estereoscópico en verano 2010 en los
cines a nivel nacional con más de 40 000
espectadores, la cual ha ganado un premio
44
Gaudí (Academia de Cine Catalana) y está
nominada a los Goya (Academia de Cine
Española).
También existe una aplicación de iPad para
los más pequeños.
El programa de licensing
empieza.
Las técnicas de animación de HD en 3D
empleadas en la serie de TV enfatizan las
texturas, haciendo que los personajes
resulten facilmente reconocibles y transportables sobre
p ro d u c t o s d e
licencia. El target
del licensing es
prescolar y las
valores transmitidas son diferencia, amabilidiad y
amistad. ¡Resulta
fantástico ser
uno mismo!
Lupita Books ya
ha publicado un
amplio programa
editorial para La
Tropa de Trapo.
Los libros se publican en países como
España, Francia, Italia, Australia, Korea,
Dinamarca, Holanda, Brasil y próximamente UK y Japón.
Biplano está ya trabajando para desarrollar
un programa completo de licensing y de
promoción poniéndose en contacto con
televisiones, licenciatarios y partners para
integrarlos en este ambicioso proyecto.
El objetivo es desarrollar un programa
de licensing que cubra las principales
categorías como el juguete, el back to
school y el textil.
V.L.
Kazachok Licensing Mag’ Avril - Juin 11
The Happets are being developed
From the animated series to the feature film
through to the books in which they are the main
characters, The Happets are six good friends who
share their fun discoveries with boys and girls
while helping develop their personalities… Biplano
manages the global rights for this pre-school
property.
Each of the characters in this group of friends is made
from different fabric and has a different texture. This
aspect gives each protagonist its own identity and
personality. The fabric textures play a primary role
in the main characters’ appearances. They not only
highlight each character’s identity but also turn them
into irresistible soft toys.
The Happets aims to entertain and stimulate the
minds of boys and girls aged 2 to 6, helping them
discover the world around them through interactions
with others.
A cross-media property…
The infantile audience can enjoy The Happets though
audiovisual (TV and cinema), editorial and online
media.
The TV series comprises 52 7-minute episodes and is
broadcast on Catalan Television channel TV3 as well
as in other countries in Asia. A stereoscopic 3D film
was also released in national cinemas in summer
2010, which enjoyed viewing figures of more than
40,000, won a Gaudí award (Academy of Catalan
Cinema) and has been nominated for a Goya Award
(Spanish Cinema Academy).
An iPad app has also been developed for little ones.
The licensing programme begins
The 3D HD animation techniques used in the TV
series emphasize the textures, making the characters
easily recognisable and transportable through
licensed products. The licensing target audience is
of pre-school age and the values transmitted are of
difference, kindness and friendship.
Lupita Books has already published a broad editorial
range for The Happets.
The books are published in countries such as Spain,
France, Italy, Australia, Korea, Denmark, the Netherlands and Brazil, with the UK and Japan set to follow
in the near future.
Biplano is already in the process of developing a
full licensing and promotion programme, getting
in contact with television stations, licensees and
partners who it can involve in this ambitious project.
The aim is to develop the main categories such as
toys, back to school and textiles.
V.L.
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interview
entrevista
Spain
Jesús
Durán
Gerente de Kukuxumusu
>
Kazachok: ¿Cómo se
posiciona Kukuxumusu en el
mercado español?
Jesús Durán: La Fábrica de Ideas y
Dibujos Kukuxumusu es una empresa
popular, cuyo objetivo es licenciar
productos de uso cotidiano, dirigidos a
toda la familia, que incorporan el valor de
una buena calidad y de nuestros diseños.
Podemos decir que nuestros productos
se posicionan en el segmento medio,
medio-alto.
K.: ¿Cuál es la notoriedad de la marca
a nivel internacional? ¿Cuáles son los
mercados más fuertes?
J.D: Kukuxumusu es una marca presente
en Europa, sobre todo en el Estado español y francés, aunque desde finales del
año pasado estamos desarrollando un
plan de internacionalización de nuestras
licencias. El año pasado, por ejemplo,
estuvimos en la Licensing International
Expo de Las Vegas y la respuesta fue
sorprendentemente buena. Hemos
estado también en la Brand Licensing
Europe de Londres a través de nuestro
agente de licencia para el Reino Unido. Y
además, tenemos intención de participar
en la Bologna Licensing Trade Fair,
también en colaboración con nuestro
agente para Italia. Nuestras mayores
expectativas para el futuro se centran en
los mercados de México, Italia y Japón.
K.: ¿Qué tipo de productos existen?
¿Cuál es el target?
J. D.: La verdad es que la gama de productos de Kukuxumusu es muy variada y
nuestro target es amplio. Solemos decir
que nuestro público objetivo va desde 1
a 99 años, aunque nuestros seguidores
más fieles se sitúan entre los 16 y los 35
años, tanto chicos como chicas.
Somos una marca unisex y, además de
46
nuestros productos textiles (camisetas,
sudaderas, ropa interior, etc.), también
disponemos de 35 licencias de diferentes
ámbitos, cuyos productos son populares
y de uso cotidiano. Hablamos de
accesorios de telefonía, iPhone y iPads
con Inoffcom y Avenir Telecom, ropa
íntima, calcetería y bañadores con Kler,
material de escritura y papelería con
Inoxcrom y Miquelrius, mecheros con
Bic, barajas de cartas con Heraclio
Fournier, complementos para mascotas
con Arppe, artículos para la cocina
con Valira, complementos para
e l a u t o m ó v i l co n B C
Corona, albúmenes
de fotos (analógicos o digitales)
con Hofmann,
m o n t u ra s d e
g a fa s ( t a n t o
graduadas
como pregraduadas y de
s o l ) co n B C N
Trade Emplacement, paraguas
y sombrillas de
playa con Clima,
complementos
outdoor con
Laken y otros
más.
K.: ¿Cuál será
la estrategia
licensing en
España y a nivel
mundial en los
próximos años?
J. D.: En el Estado español disponemos
actualmente de más de treinta licencias
y nuestro objetivo es afianzar nuestra
relación con ellas e ir ampliando esa
cartera poco a poco.
Kazachok Licensing Mag’ Avril - Juin 11
Interview with Jesús Durán,
Manager of Kukuxumusu
Kazachok: How is Kukuxumusu positioned in the
Spanish market?
Jesús Durán: The Ideas and Drawing
Factory Kukuxumusu is a popular
company that is dedicated to licensing
everyday products for all the family that
incorporate the added values of excellent
quality and our designs. Our products are
positioned in the medium to upper-medium
market segment.
K.: How well-known is the brand on an
international level? What are its strongest
markets?
J. D.: As a brand, Kukuxumusu can be found
in Europe, particularly in Spain and France,
although we have been developing a plan for
the internationalisation of our licences
since the end of last year. Last year,
for example, we exhibited at the
Licensing International Expo
in Las Vegas and received a
surprisingly positive response.
We were also present at the
Brand Licensing Europe trade
fair in London through our UK
licensing agent. Furthermore,
we intend to participate in the
Bolonga Licensing Trade Fair,
also in cooperation with our agent
for Italy. The markets for
which we have the
greatest expectations for the
future are those in Mexico, Italy and
Japan.
K.: What types of products do you
have? Who is your target audience?
J. D.: Kukuxumusu’s range of products is
extremely diverse and we have a broad target
audience. We should say that our target audience
is aged 1 to 99 although our most loyal followers are
both males and females aged between 16 and 35.
We are a unisex brand that offers not only textile
products (t-shirts, sweatshirts, underwear etc.) but
also 35 licences from different environments with
interview
entrevista
Spain
Entrevista dirigida por V.L.
popular everyday products. These include telephone
accessories, iPhones and iPads with Inoffcom and
Avenir Telecom, lingerie, hosiery and swimwear with
Kler, writing materials and stationery with Inoxcrom
and Miquelrius, lighters with Bic, playing cards with
Heraclio Fournier, pet accessories with Arppe, kitchen utensils with Valira, automotive accessories with
BC Corona, photo albums with Hofmann, spectacle
frames with BCN Trade Emplacement, umbrellas and
beach parasols with Clima, outdoor accessories with
Laken and many more.
Actualmente contamos también
con varias licencias internacionales,
aunque nos gustaría incrementar dichas
licencias con la puesta en marcha de
nuestro plan de internacionalización que
se desarrollará a través de la figura del
agente de licencias en una serie de mercados que hemos elegido. Actualmente
estamos cerrando ya acuerdos con
agencias de licencias en EEUU, Canadá,
México, Reino Unido, Italia, Alemania y
Japón.
En relación a las licencias internacionales de las que hablábamos,
trabajamos por ejemplo con: Mad Catz,
Inc., empresa que fabrica y comercializa
complementos para videoconsolas en
EEUU; Grandes Vinos y Viñedos S.A.,
con quien hemos sacado una colección
de vinos varietales que se importan y
venden en EEUU; la empresa alemana
MBM Systems Gmbh, para la que hemos
diseñado unas postales lenticulares,
que simulan 3D o movimiento y cuya
distribución es mundial; Kelnet (Francia), dedicada a producir todo tipo de
gamuzas (tejidos en micro-fibras para
limpiar cristales, pantallas de TV, pantal-
las de ordenador, gafas,
o b j e t i vo s d e cá m a ra
fotográfica, etc.), que
comercializa en toda
Europa y, sobre todo,
en Francia, España y
Alemania; BLGS Hometextile SPRL (Bélgica),
especializada en textil
hogar (toallas de playa,
textil de cama y textil de
baño), cuyos principales
mercados son España,
Francia, Bélgica, Suiza, Italia y
Alemania; Loris SRL (Italia),
productora y comercializadora de productos de papelería (Papel de regalo,
bolsas de papel, cajas de ordenación
y material escolar) en Italia; Avenir
Telecom SA (Francia), especializada
en complementos para telefonía móvil,
cuya distribución se hace en Europa; y,
por último, Dahon (EEUU), que fabrica
bicicletas plegables que distribuye a
nivel mundial.
K.: ¿Cómo trabajan con la distribución?
J. D.: Kukuxumusu gestiona y distribuye
todo lo que se refiere al producto textil,
sobre todo en Europa, y en el caso del
producto licenciado la distribución queda
en manos de cada licenciatario, lo que
nos garantiza la presencia de nuestros
productos en más de 90 países del
mundo.
K . : ¿ C u á le s s e r á n lo s p ró x i m o s
proyectos?
J. D.: Estamos aventurándonos en el
mundo audiovisual, pero de momento no
os podemos concretar más.
K.: What is your licensing strategy going to be in
Spain and on a global level over the next few years?
J. D.: Presently, we have more than 30 licences in
Spain and it is our aim to strengthen our relationships
with these and gradually expand this portfolio.
We also currently have several international licences
although we would like to increase this number by
rolling out our internationalisation plan, which will
involve licensing agents in a number of carefully
selected markets. Right now, we are in the process of
concluding agreements with licensing agencies in the
USA, Canada, Mexico, UK, Italy, Germany and Japan.
Examples of companies with which we already work
on an international level include Mad Catz, Inc., a
company that manufactures and sells computer
console accessories in the USA; Grandes Vinos y
Viñedos S.A., with which we have brought out a range
of varietal wines, which are imported and sold in the
USA; the German company MBM Systems GmbH, for
which we have designed several lenticular postcards
that simulate 3D images or movements and are sold
on a global level; Kelnet (France), which produces
all types of chamois (fabrics with micro-fibres for
cleaning windows, TV screens, computer screens,
glasses, camera lenses etc.) and markets its products
throughout Europe and particularly in France, Spain
and Germany; BLGS Hometextile SPRL (Belgium),
which specialises in home textiles (beach towels,
bed linen and bathroom textiles) and has its main
markets in Spain, France, Belgium, Switzerland,
Italy and Germany; Loris SRL (Italy), manufacturer
and seller of stationery products (wrapping paper,
paper bags, decorative boxes and school materials)
in Italy; Avenir Telecom SA (France), which specialises
in mobile telephone accessories and markets its
products in Europe; and finally, Dahon (USA), which
manufactures folding bicycles for global distribution.
K.: How do you work in terms of distribution?
J. D.: Kukuxumusu manages and distributes all
kinds of textile products throughout Europe. In the
case of licensed products, the distribution remains
in the hands of each licensee, which ensures that
our products are present in more than 90 countries
around the world.
K.: What are your upcoming projects?
J. D.: We are adventuring into the audio-visual world
but cannot be any more specific at the moment.
Kazachok Licensing Mag’ Avril - Juin 11 47
products hall
galería de productos
Spain
■ Chupa Chups
Home Linen
• Licensee: CTI
• Launch: Spring
Summer 2011
• Territories: Europe
• Licensor: Chupa Chups,S.A.
Unipersonal
■ The Triplets backpack
• Licensee: Dis2
• Launch: Q2 2011
• Territories: Spain and Portugal
• Licensor: Cromosoma
■ Inazuma T-shirt
• Licensee: Comic
Studio
• Launch: March 2011
• Territory: Spain
• Licensor: Arait
Multimedia
■ LazyTown costumes
• Licensee: Simba Dickie Group
• Launch: Abril 2011
• Territories: España
• Licensor: El Ocho Licensing
■ Sandra game
• Licensee: Comansi
• Launch: Spring 2011
• Territories: Spain
and Portugal
• Licensor: Imira
Entertainment
■ Tutti Cuti Lovely Folio
notebook80 sh squared
• Licensee: Montichelvo
Industrial, SA
• Launch: Spring 2011
• Territories: Spain and Portugal
• Licensor: Santoro London
48
Kazachok Licensing Mag’ Avril - Juin 11
news
news
Germany
Starke Entwicklung des Lizenzprogrammes des Kleinen Prinzen
Die in München ansässige Lizenzagentur Euro Lizenzen entwickelt ein sehr erfolgreiches Lizenzprogramm für den Klassiker der Kleine Prinz, der
mit über 140 Millionen verkauften Exemplaren weltweit nicht nur das meistverkaufte Kinderbuch aller Zeiten ist, sondern anders als andere Helden,
die Herzen aller Altersgruppen erobert. Euro Lizenzen hat bereits starke Partner wie CTI für Heimtextilien, Dumont für eine große Anzahl an Wandkalendern, Edition XXL für Puzzle-Bücher und Tagebücher, arsEdition mit zahlreichen Geschenkbüchern, Babyalben, Magneten und Lesezeichen,
Auerhahn für Kinderbesteck und -Porzellangeschirr, Ravensburger Spieleverlag für 2D- und 3D-Puzzles, P:OS für eine schöne Süßwarenlinie
und Melamin-Produkte, Stratic für Gepäck und Knoenitz Porzellan für Becher und
Geschirr für Erwachsene, um nur einige zu nennen, an Bord. Die Puzzle-Bücher zum
Kleinen Prinzen von Edition XXL wurden erst im Mai 2010 neu veröffentlicht und war
im vergangenen Jahr das am besten verkaufende Kinderbuch in Deutschland.
A strong licensing development for The Little Prince Munich based
licensing agency Euro Lizenzen is developing a highly successful licensing programme
for the classic Little Prince, with over 140 million sold copies worldwide makes it not only
the best selling children’s book ever but also a hero unlike other, capturing the hearts of
all ages. Euro Lizenzen has already strong licensing partners on board like CTI for home
textile, Dumont for a big range of wall calendars, Edition XXL for puzzle books and diaries,
arsEdition for a range of gift related books, baby albums, magnets, bookmarks; Auerhahn
for children’s cutlery and porcelain dinnerware, Ravensburger Spieleverlag for 2D and 3D
puzzles, P:OS for a nice confectionary line and melamine products, Stratic for lugguage
and Koenitz Porcelaine for mugs and dinnerware for adults, to name a few. Edition XXL’s
The Little Prince puzzle book which was first published in May 2010, became #1 selling
children’s book in Germany.
Euro Lizenzen zählt auch auf Fashion
Brands wie Radio Days
Iconkids & Youth startet Kids
Lizenz Monitor
Die Radio Days-Kollektion, die auf der Sammlung von X One X Movie basiert, spannt einen Bogen über die großartige 100 Jahre alte Geschichte
Hollywoods und ist heutzutage Kult in
der Popkultur in Anlehnung an legendäre
Musik, Mode, Filme, Sportarten und
Comics, die gleichzeitig cool, jugendlich
und zeitgemäß sind.
Das Radio Days Bilder-Portfolio bietet den
bestehenden Lizenznehmern wie Santex
Moden, Contrast A/S, Leifheit, teNeues,
Nostalgic Art , Shanghai oder Huge Scents
zahlreiche Möglichkeiten im Handel. Die
mit Radio Days gebrandeten Lizenzprodukte
sind bereits bei Handelspartnern wie C&A/
Cloackhouse, Oviesse, Jack & Jones, Vero
Moda, Only, Jennyfer, New Look, Next, River
Island, Urban Outfitters und vielen anderen
zu finden!
Eine neue vierteljährliche multinationale Marktstudie misst
die Begehrlichkeit und das
Potential von Lizenzthemen
für Kinder zwischen 4 und 12 Jahren in europäischen
Kernmärkten: Frankreich (Mediapartner: Kazachok),
Deutschland (Mediapartner: Licensing Press), Großbritannien (Mediapartner: Total Licensing). Die quantitative Online-Erhebung deckt 36 Lizenzthemen in den
drei Märkten und 12 lokale Lizenzen ab. Verschiedene
Variablen der einzelnen Lizenzen werden abgefragt, u.a.
Bekanntheit, Begehrlichkeit, Image in der Peer Group,
wahrgenommene Marktpräsenz, derzeitiger Besitz von
Produkten mit der Lizenz. Die vier Umfragewellen pro
Jahr sind über Abonnement unter a.dammler@iconkids.
de zu beziehen. Die erste Welle wird voraussichtlich ab
Ende April 2011 erhältlich sein.
Euro Lizenzen also believes in
fashion brands with Radio Days
Radio Days‘ property collection, based on X One
X Movie archives, features Hollywood’s rich history spanning over 100 years and is now iconic in
pop culture aligning itself with legendary music,
fashion, movies, sports, and comics all while remaining cool, youthful, and up to date.
Radio Days image portfolio offers licensees like Santex Moden, Contrast A/S,
Leifheit, teNeues, Nostalgic Art, Shanghai Huge Scents which are already on board
numerous possibilities in the marketplace! The Radio Days branded licensed
products are already placed in such retail outlets as C&A/Cloackhouse, Oviesse,
Jack & Jones, Vero Moda, Only, Jennyfer, New Look, Next, River Island, Urban
Outfitters and many more!
50
Kazachok Licensing Mag’ Avril - Juin 11
Iconkids & Youth launches Kids’ License
Monitor This new quarterly multi-national market
study measures the appeal and potential of licenses
for children at the age of 4 to 12 years in European key
markets: France (media partner: Kazachok), Germany
(media partner: Licensing Press), UK (media partner:
Total Licensing). The quantitative online survey covers
36 licenses in all three markets and 12 local licenses in
each local market. Several variables are studied e.g. awareness, appeal, image of the property in the peer group,
perceived market presence, current ownership of products
with that license. The four waves per year are available by
subscription: a.dammler@iconkids.com. The first wave
will approximately be a ready by the end of April 2011.
news
news
Germany
Sailor Moon ist zurück!
Im Auftrag von Toei Animation vermarket m4e ab sofort den Kult-Animé
Sailor Moon. Das Münchner Medienunternehmen hat ein umfangreiches
Rechtepaket erworben, das Free- & Pay-TV, Home Entertainment und
Licensing & Merchandising im deutschsprachigen Raum umfasst.
Mit Sailor Moon gelang Mitte der 1990er Jahre den japanischen Mangas
in Europa der Durchbruch. Seit 1992 produzierte Toei Animation die Sailor
Moon-TV-Serie, die heute 5 Staffeln mit insgesamt 200 Episoden umfasst
(200 x 26‘‘). Nach 5 Jahren Pause wurde im Herbst 2010 der Europa-Relaunch
mit einem neuen Style Guide in Italien gestartet, wo die TV-Serie gleich
Top-Quoten erzielte. Erste Produkte der Spielwarenlinie wurden dort noch
vor Weihnachten erfolgreich im Handel platziert. Nun folgen die iberischen
Märkte, Skandinavien und Deutschland.
Die Geschichte von Sailor Moon beginnt, als ein 14-jähriges Mädchen auf
dem Schulweg eine schwarze Katze rettet. Die Katze trägt ein mysteriöses
Mondzeichen auf der Stirn und erzählt dem Mädchen, dass es Sailor Moon
sei, die Beschützerin von Erde und Mond. Sie übergibt dem Mädchen eine
magische Brosche und vertraut ihr ein Kennwort an, mit dem es sich in Sailor
Moon verwandeln kann. In actionreichen und romantischen Geschichten trifft
Sailor Moon auf viele gute und böse Charaktere.
Viele Lizenznehmer haben
Yakari für 2011 gewählt!
Yakari ist ein tapferer und mutiger neun Jahre alter SiouxJunge mit einer geheimen Gabe… Er kann mit Tieren
sprechen! Die TV-Serie mit 78 Folgen à 11 Minuten für
Jungen und Mädchen zwischen 3 und 8 Jahren wird seit
2008 im deutschsprachigen Raum im KI.KA, im ZDF und
im ORF gezeigt – mit einer Rekordquote von 1,5 Mio. Zuschauern täglich. Euro Lizenzen kooperiert mit mehr als
20 Lizenznehmern für mehr als 80 verschiedene Lizenzartikel wie z.B. DVDs, Bettwäsche, Kinderbekleidung,
Brillen, Verlagsprodukte, Brettspiele, Bastelartikeln,
Bälle, Tipi-Zelte, Schlafsäcke, Klappstühle, Plüschspielwaren, Haarschmuck, Melamin-Geschirr, KeramikBechern und –Frühstücksets als auch Lebensmittel und
Süßwaren, die dieses Jahr im deutschsprachigen Markt
erhältlich sein werden.
Sailor Moon Comeback! On behalf of Toei Animation, m4e is now representing
the cult animé Sailor Moon. The Munich-based company will exploit an extensive
package of rights including Free- & pay TV, home entertainment and licensing &
merchandising in the German-speaking territories.Thanks to Sailor Moon Japanese
mangas made their breakthrough in Europe during the mid-1990s. Since 1992 the
TV-series was produced by Toei Animation and has since grown to 5 seasons with a
total of 200 episodes (200 x 26‘‘). After a break of more than 5 years and supported by a
new style guide, the European relaunch of the brand started in Fall 2010 in Italy, where
the TV series immediately reached top ratings. First products from the toy line were
successfully placed at retail in Italy before Christmas. Now Iberian, Scandinavian and
German markets are to follow. The story of Sailor Moon begins with a 14-year-old girl
rescuing a black cat on her way to school. The cat, which has a mysterious moon sign on
its forehead, tells the girl that she is Sailor Moon, protector of the Earth and the Moon.
The cat gives her a magic brooch and tells her the key word to change into Sailor Moon.
This marks the start of action-packed and romantic stories of Sailor Moon, in which she
encounters many good and evil characters.
Many licensees chose Yakari for 2011!
Yakari
is a brave and courageous nine years old Sioux boy with a
secret gift…. He can speak with animals! The TV-Series of
78 x 11’, which targets both boys and girls of 3 to 8 years,
is broadcasted in the German-speaking countries since
2008 on KI.KA, ZDF and ORF with record breaking 1,5
million viewers everyday. Euro Lizenzen partnered with
over 20 licensees with more than 80 different licensed
articles including DVD, bedding, children’s apparel,
glasses, publishing, board games, arts and crafts, play
balls, tipi tents, sleeping bag, folded chair, plush related
toys, hair accessories, melamine dinnerware, ceramic
mugs and breakfast sets as well as food and confectionary
products will be on the market in the German-speaking
markets this year.
Kazachok Licensing Mag’ Avril - Juin 11 51
interview
interview
Germany
Stefanie
Brandt
Interviewed by V.G.
Senior Territory
Manager für
Stefanie Brandts Karriere begann als Product Manager
bei der Lizenzagentur Bavaria Sonor. Im Anschluss
war sie als Marketing-Referentin verantwortlich für
den Aufbau einer Vermarktungsagentur für Lizenzund Sponsoring-Aktivitäten der SOS-Kinderdörfer
weltweit und arbeitete als Lizenzeinkäuferin bei der
Promotionagentur Creata. Anfang 2008 gründete sie
die Agentur BRANDTSATZ, die auf die Vermarktung von
Lizenzthemen und auf Cross-Marketing spezialisiert ist.
Unter anderem ist Stefanie Brandt hier als Senior Territory Manager für Kazachok tätig.
Stefanie Brandts Fachbuch „Marketinghandbuch Licensing – Brands und Lizenzthemen
professionell vermarkten“ erscheint im April 2011 beim Gabler Verlag/ Wiesbaden.
>
Kazachok: Um was geht es in
Ihrem Buch über Licensing
genau?
Stefanie Brandt: Licensing ist auch in
Deutschland kein neues Thema. Jedoch
gab es bisher darüber
we nig de ut s c hs pra chige Fachliteratur. Das
„Marketinghandbuch
Licensing“ richtet sich
sowohl an Einsteiger als
auch an „alte Hasen“,
die sich strategisch mit
Licensing beschäftigen
wollen. Mein Ziel ist
es, den Beteiligten der Branche
Entscheidungshilfen zu geben, ob
und wie sie Lizensierungsprogramme
aufsetzen sollten. Abschnitte über
wichtige rechtliche Termini, den Handel
und Sonderformen des Licensing sowie
Beiträge von einigen Licensing-Experten
runden mein Buch ab.
wird für die Kleinsten viel traditionelles
Spielzeug ohne Lizenz oder zumindest
mit einem vermeintlich wertigem
Background wie einer Buchlizenz gekauft.
Wer das Herz von deutschen Eltern (und
Großeltern) und damit
den Hauptkäufern von
Kinderlizenzprodukten
erobern möchte, dem rate
ich beim Markteintritt auf
wertige Lizenzprodukte
zu setzen: Bücher, Hörund Brettspiele. Außerdem hat Deutschland nur
eine kleine Anzahl an TVSendern mit täglichem Kinderprogramm
und gesetzliche Vorschriften schränken
die werbliche Unterstützung von Produkten für die jungen Zielgruppen ein.
Dauert es oft
länger, bis sich
eine Lizenz bei
uns durchsetzt
K: Was denken Sie über den deutschen
Lizenzmarkt?
S.B: Große, internationale Lizenzen
funktionieren auch in Deutschland.
Allerdings sind hiesige Käufer allgemein
zurückhaltender, was Lizenzprodukte
angeht und dauert es oft länger, bis sich
eine Lizenz bei uns durchsetzt. Dafür ist
der deutsche Konsument treu und hat
im Vergleich zu anderen Ländern häufig
länger Interesse an einer Lizenz.
Bei Kinderprodukten setzen deutsche
Konsumenten auf Qualität. Deswegen
52
K: Was sind Ihre Aufgaben bei Kazachok?
S.B: Kazachok bietet Dienstleistungen
rund um das Lizenzgeschäft an, die
auf den europäischen Lizenzmarkt
zugeschnitten sind. Die stetig wachsende
internationale Bedeutung des Kazachok
Forums in Paris belegt dies eindrucksvoll.
Die deutschsprachigen Territorien sind
ein wichtiger Wirtschaftsraum innerhalb
Europas und damit auch für Kazachok.
Ich unterstütze die Kollegen in Paris als
Ansprechpartnerin in München, die sich
um Marketing und PR in der GAS-Region
kümmert. Dazu verantworte ich hier
den Sales für das Kazachok Forum und
betreue den Anzeigenverkauf für die
Kazachok-Medien.
Kazachok Licensing Mag’ Avril - Juin 11
Interview with Stefanie Brandt,
Senior Territory Manager for Kazachok
Stefanie Brandt’s career began as a product
manager at the licensing agency Bavaria Sonor.
She subsequently became a marketing consultant
for SOS Children’s Villages and worked as a license
purchaser for Creata. At the start of 2008, she founded her agency BRANDTSATZ, which specialises in
marketing licensed themes and cross-marketing.
Among her other roles, Stefanie Brandt acts as
Senior Territory Manager for Kazachok.
Stefanie Brandt’s textbook, “Marketinghandbuch
Licensing – Brands und Lizenzthemen professionell
vermarkten” (“Licensing marketing manual – how to
professionally market brands and licensed themes”)
was published by the Gabler Verlag, Wiesbaden in
April 2011.
Kazachok: What exactly is your licensing book
about?
Stefanie Brandt: It is aimed at both newcomers and
“old hands” and gives sector participants an aid to
decide whether and how they should use licensing
programmes. Sections about key legal terms,
retail and special forms of licensing and articles from
several licensing experts round off my book.
K.: What do you think about the German licensing
market?
S. B.: Major international licenses also work in Germany. However, German buyers are generally more
cautious when it comes to licensed products and it
often takes longer for a license to achieve success
here. In return, German consumers are loyal and tend
to be interested in licenses for longer than consumers
in other countries.
When it comes to children’s products, German
consumers value quality. I would advise anyone who
wants to win over the hearts of German parents
(and grandparents) to focus on high-quality licensed
products during their market entry stage: books,
radio plays and board games. Furthermore, Germany
only has very few TV stations with daily children’s programmes and legal regulations impose restrictions
on the advertising support for products for the young
target groups.
K.: What are your duties at Kazachok?
S. B.: Kazachok offers licensing services that are
tailored to the European licensing market. The
continuously growing international importance of the
Kazachok Forum in Paris impressively confirms this.
The German-speaking territories are a key economic
area within Europe and thus also for Kazachok. I am
responsible for marketing and PR in the GAS region.
I am also responsible for the sales for the Kazachok
Forum and the advertising sales for the Kazachok
media.
market focus
markt focus
Germany
BRANDORA
Lizenzneuheiten 2011
Vom Säugling bis zum „Silver-Ager“ – für jeden lässt sich
ein Lizenzprodukt entwickeln. Immer mehr Hersteller setzen
auf Lizenzen als Garant für höhere Umsätze. Einen „kleinen“
Überblick interessanter Neuheiten möchten wir Ihnen
nachstehend geben:
„Dibedibedab“ – Das KiKANiNCHEN
markiert das Vorschulangebot des
KI.KA und ist Programm, Dachmarke
und Figur in einem. Kikaninchen und
Christian, der einfallsreiche und gut
gelaunte Freund, treffen sich täglich
zum Spielen und entdecken gemeinsam
mit den Kindern die Welt. Montags bis
freitags zwischen 6:50 Uhr und 10:25
Uhr zeigt der Kinderkanal von ARD
und ZDF ausschließlich ein Programm
für drei- bis sechsjährige Zuschauer.
KiKANiNCHEN ist der Titel des Programms und der Name der Hauptfigur.
Die Sendung ist ganz auf die jüngste
Zielgruppe zugeschnitten, denn die Themen knüpfen unmittelbar an den Alltag
und die Lebenswelt von Vorschülern in
Deutschland an. Die Simba Dickie Group
hat sich dem Thema KiKANiNCHEN
angenommen und auf der Spielwarenmesse in Nürnberg 2011 ihre Neuheiten
vorgestellt. Das KiKANiNCHEN–Bobby
Car von BIG in gelb mit hellblauem
Lenkrad und Felgen macht einfach
gute Laune. Das KiKANiNCHEN-Holzspielwarensortiment von Eichhorn, ein
Holz-Xylophon mit acht Klangplatten,
zwei Schlägeln und einem Liederbuch
sowie klassischen Holzbausteinen, soll
Kinder ermuntern, kreativ und gestalterisch zu sein. NORIS bringt Spiele,
Puzzles und ein Memo auf den Markt.
Bei Nicotoy ist das KiKANiNCHEN Titel
des Programms und die Plüschfiguren
in verschiedenen Größen lassen kleine
Herzen höher schlagen. Art&Fun bietet
eine Reihe von Kreativspielwaren wie
z.B. das KiKANiNCHEN Perlenset an.
Somit hat die Simba Dickie Group viele
Markt-Segmente abgedeckt.
54
>
KiKANiNCHEN (m4e)
D i e S T U D I O 10 0 G R U P P E ,
Rechteinhaber der großen Stars der
Kinder- und Jugendunterhaltung,
präsentierten sich auf der diesjährigen
Spielwarenmesse in Nürnberg zum
erstem Mal mit eigenem Messestand.
D a s S o r t i m e n t z e i g te d a s e i g e n e
Merchandisingprogramm rund um die
Top-Brands.
Seit der Gründung im Jahr 2007 als
Dependance der belgischen Muttergesellschaft hat sich Studio100 mit Sitz
in München zu einem unverzichtbaren
Partner für Hersteller, Handel und
Fernsehsender entwickelt. Mit dem
Erwerb der EM.Entertainment GmbH
gelang im Jahr 2008 ein Coup: Die
Rechte von zahlreichen Klassikern
des Kinderfernsehens, etwa „Heidi“,
„Die Biene Maja“ oder „Wickie und die
starken Männer“, gingen auf Studio100
über. Seitdem sind das Unternehmen,
seine Produkte, Spielwaren und Marken
nahezu in jedem Haushalt und in jedem
Kinderzimmer vertreten. Highlights in
2011 sind „Das Haus Anubis“ und die
„Biene Maja“.
Kazachok Licensing Mag’ Avril - Juin 11
BRANDORA: Licensing News 2011
Licensed properties for people of all ages
From infants to senior citizens – licensed
products appeal to everyone. More and more
m a n u f a c t u re r s re ly o n
licensing to generate
significant growth in sales
and tap into new markets.
B r a n d o r a p ro v i d e h e re
a s h o r t o u t lo o k o n n ew
products and properties on
the German market:
“Dibedibedab” – The KIKANINCHEN accompanies the
youngest TV audience
through their KI.KA. slot.
The cute blue rabbit is
programme, umbrella brand
and licensed character at the
same time. Kikaninchen and
Christian, its imaginative and
good humoured friend, meet daily to play games
and discover the world together with their young
audience. Monday to Friday between 6.50 and
10.25 a.m. the children’s channel by ARD and ZDF
provides programme only for viewers between
three and six. KiKANiNCHEN presents this special preschool slot of the same name. The show is
tailor-made for the youngest target demographic,
and topics tie in with everyday life and experience
of preschool children in Germany. Simba Dickie
Group has taken care of KiKANiNCHEN and
introduced their new licensed product range at
the 2011 International Toy Fair in Nuremberg. The
bright-yellow KiKANiNCHEN Bobby Car by BIG,
with its light blue steering wheel and rims, will
certainly lift young children’s spirits. Eichhorn’s
wooden KiKANiNCHEN toy range includes a
wooden xylophone with eight bars, two mallets, a
song book and classic wooden building blocks to
encourage children’s creativity and imagination.
NORIS Spiele launch board games, puzzles and
a game of Pairs to the German market. What is
more, a whole range of different sized soft toys to
the popular KiKANiNCHEN character by Nicotoys
makes young hearts beat faster. Art&Fun developed a collection of creative toys including a set
of licensed KiKANiNCHEN beads. So the product
portfolio of Simba Dickie Group covers almost the
whole toy market.
This year the STUDIO100 GROUP, rights owner
of many big properties from children and youth
entertainment, made their exhibitor’s debut on
market focus
markt focus
Germany
> Das Haus Anubis: D i e
Mystery-Serie „Das Haus
Anubis“ erzählt die Geschichte von Jugendlichen, die
gemeinsam in einem Internat,
dem Haus Anubis, leben. Die
dunklen Mauern des Hauses
hüten jahrhundertealte
Geheimnisse. Jede Staffel
hält die perfekte Mischung
aus Mystery, Comedy und
Humor bereit: Es geht um
große Rätsel, verborgene
Kammern, knifflige Hinweise,
mysteriöse Gegenstände,
gemeine Lehrer, verschwundene Mitschüler und nicht
zuletzt auch um die große
Liebe. Das Haus Anubis ist die
größte deutsche Eigenproduktion des Kindersenders
N i c k e l o d e o n u n d w u rd e
in Rekordgeschwindigkeit
zur Trendserie mit echtem
> Das Haus Anubis (Studio100)
Kultcharakter. Das Buch „Der
geheime Club der alten Weide“ und das lebhafte, neugierige Art und ihre große
Brettspiel „Das Haus Anubis“ wurden Entdeckungsfreude sammelt sie viele
seit 2009 jeweils über 100.000 Mal Erfahrungen, die ihr helfen, in Freiheit
verkauft. „Das Haus Anubis“ geht mit ihren eigenen Weg zu gehen. Jeder
drei neuen Brettspielen an den Start. kennt und liebt Maja und sie hat eine
In „Das geheimnisvolle Amulett“, „Der jahrzehntelange TV-Präsenz auf ZDF,
Schatz von Anubis“ und „Der Pfad der KI.KA und Junior auf Sky. Mit „Willis
sieben Sünden“ schlüpfen jeweils zwei Würfel Waben“ hat Studio100 Media ein
bis vier bzw. fünf Spieler in die Rollen Spiel entwickelt, das sich an Kinder ab
der Anubis Hausbewohner. Ihre Aufga- vier Jahren richtet. Die Spieler haben
ben: Rätsel lösen, Schätze entdecken
und dabei den Mitspielern immer eine
Nasenlänge voraus bleiben. „Das
Haus Anubis“ ist der Seriennewcomer
des Jahres 2009 und läuft seitdem
mit großem Erfolg bei Nickelodeon.
Neben den Brettspielen sowie weiteren
Neuheiten bietet Studio100 schon heute
eine vielfältige Produktwelt an, die sich
im Einzelhandel bewährt hat.
> Die Biene Maja – die flotteste Biene
im Kindermarkt wird 35: Gemeinsam
mit dem faulen Willi und vielen weiteren
Freunden lebt die Biene Maja auf der
Klatsc h m o hnwi e s e u n d s u c h t i h r
Glück jenseits der starren Regeln
ihres Bienenstaates. Dabei erlebt sie
spannende Abenteuer und gerät oftmals
in schwierige Situationen. Durch ihre
>
the International Toy Fair in Nuremberg and
displayed a whole range of merchandise to their
top brands.
Since their foundation in 2007 the Munich-based
subsidiary to the parent company in Belgium,
Studio100 has become an important partner for
manufacturers, retailers and TV companies in
Germany. The acquisition of EM.Entertainment
GmbH in 2008 proved to be a masterstroke: The
rights to countless classic TV properties for
children including “Heidi”, “Maya the Bee” and
“Vicky Viking” passed into Studio100’s ownership.
Since then, there is hardly any household or
child room in Germany without products, toys, or
brands that originally come from the successful
rights agency. Highlights in 2011 are “House of
Anubis” and “Maya the Bee”.
> House of Anubis: The mystery show “House
of Anubis” features a group of teenagers who
live together in a boarding house, the House of
Anubis. The dark walls conceal ancient secrets
and each season provides a perfect mixture of
mystery, comedy and humour. The show tells
about great riddles, hidden chambers, tricky
hints, mysterious objects, horrid teachers, lost
students and – last but not least – first love. To
date, House of Anubis is the biggest production
of the leading children’s channel Nickelodeon in
Germany and soon became an iconic hit show
within the target demographic. More than 100,000
copies of the book to the series “Der geheime
Club der alten Weide” and the board game “Das
Haus Anubis” have been sold since their market
launch in 2009. Now even three new board games
to “House of Anubis” enter the German market:
In “Das geheimnisvolle Amulett”, “Der Schatz
von Anubis”, and “Der Pfad der sieben Sünden”
two to four or five players act as the inhabitants of
the House of Anubis. Their mission: Solve riddles,
discover treasures and always keep ahead of your
fellow players. “House of Anubis” was the most
successful new show in 2009 and still enjoys
increasing popularity among the Nickelodeon
audience. In addition to board games and other
innovative products, Studio100 also offers a broad
range of products that already stood the test of
time on retail shelves.
> Maya the Bee – the fastest bee on the children’s market celebrates her 35th birthday: Maya
the Bee lives on a corn poppy meadow together
with lazy Willy and many other friends. On her
quest for happiness away from the strict rules
of her beehive she finds exciting adventures and
difficult situations. With her lively and inquisitive
nature and her joy of discovery she always finds a
solution and learns to make her way to freedom.
Every child in Germany knows and loves Maya the
Bee. For more than three decades Maya has been
present on German TV channels like the ZDF,
KI.KA and on the Sky Junior slot. “Willis Würfel
Waben” is a new game developed by Studio100
for children aged 4+ where players try to do
Maya puzzles as fast as possible. On occasion
Die Biene Maja (Studio100)
Kazachok Licensing Mag’ Avril - Juin 11 55
market focus
markt focus
Germany
>
Haribo (Bavaria Sonor)
die Aufgabe, die Puzzleteile von Maja
und ihren Freunden so schnell wie
möglich zusammenzusetzen. Außerdem
ko m m t p a ss e n d z u m 3 5 - j ä h r i g e n
TV-Jubiläum ein weiteres Brettspiel
„Maja’s Geburtstagsfest“ auf den Markt.
hauck TOYS FOR KIDS präsentiert
das neue Biene Maja Puppenzubehör.
Puppenwagen- und Zubehör im
frischen Design – vom Buggy über
Puppenwagen, Wippe, Hochstuhl und
Reisebettchen. Die Produkte sind zum
Weihnachtsgeschäft 2011 im Spielwarenfachhandel erhältlich. Die Marke mit
3-Generationen-Effekt ist einfach Kult…
und das wird gefeiert!
unterzogen, hierdurch soll für Eltern
der Wiedererkennungswert bzw. das
Wiederfinden der „Disney Baby“-Produkte erleichtert werden.
Aber auch für die Größeren gibt es
Neuheiten. Winnie Puuh kommt im
Frühjahr in die deutschen Kinos.
Diesmal hat I-Aah seinen Schwanz
verloren. Puuh und seine Freunde
machen sich sofort daran, ihrem Freund
zu helfen. Als Puuh dann Christopher
Robin um Hilfe bitten möchte, ist dieser
unauffindbar – für Puuh steht fest:
er wurde entführt. Die altkluge Eule
schickt Puuh und seine Freunde auf
eine abenteuerliche Mission durch den
Hundert-Morgen-Wald. „Ein ziemlich
aufregender Tag für einen Bären, der
sich doch nur aufmachen wollte, um ein
wenig Honig zu suchen“ findet Puuh.
Timmy das Schäfchen steht in diesem
Jahr hoch im Kurs bei SUPER RTL.
Namhafte Lizenznehmer haben das
süße Lamm aus „Shaun das Schaf“ für
ihre Produkte entdeckt. Ob Kinderbek-
HARIBO (HANS RIEGEL BONN)
macht Kinder froh! Diesen Spruch kennt
fast jeder in Deutschland. Überall in
der Welt sind die kleinen Gummibärchen aus Bonn bekannt. Nachdem
Hersteller wie WIKING bereits den
LKW der Firma HARIBO als Modell auf
den Markt gebracht haben, stellte die
Firma JAMARA Modelltechnik auf der
diesjährigen Spielwarenmesse einen
ferngesteuerten Modellhubschrauber in
HARIBO-Optik vor.
Bei DISNEY DEUTSCHLAND gibt
es für jedes Alter die passende Lizenz.
Für die Allerkleinsten wird in diesem
Frühjahr die erfolgreiche Marke „Disney
Baby“ im einheitlichen Look erscheinen.
Sämtliche Franchiseprodukte für Säuglinge und Kleinkinder bis 18 Monate
werden sukzessive einem Relaunch
56
>
SimsalaGrimm (Greenlight Media)
leidung wie Jeans, Sweatshirts, Hoodies
und T-Shirts von Santex oder Sommerbekleidung vom New Yorker FashionUnternehmen Capelli, Kind „ist“ von
Kopf bis Fuß auf Timmy eingestellt.
Aber Timmy lässt auch Blumen blühen!
Die Kampagne „Pflanzen mit Timmy“
startete im März. Unter diesem Motto
wurden in 180 Garten Centern bundesweit in Deutschland rund 100.000
Kazachok Licensing Mag’ Avril - Juin 11
of Maya’s 35th TV anniversary another board
game – “Maja’s Geburtstagsfest” will hit German
retail shelves. And hauck TOYS FOR KIDS present
new doll accessories to Maya the Bee: Doll prams
and accessories in fresh design – strollers, doll
prams, doll bouncers, highchairs and travel cots.
All products will enter the toy market just in time
for the Holiday Season 2011.
Maya is an iconic brand for three generations…
and that’s a good reason to celebrate!
Kids and grown-ups love it so – the happy world of
HARIBO (HANS RIEGEL BONN)! Almost everyone
in Germany and abroad knows the HARIBO slogan
and people all over the world love the sweet
little Gold Bears from Bonn. Manufacturers like
WIKING have already launched HARIBO vehicles
to the toy market and now JAMARA Modelltechnik
introduced their licensed R/C model helicopter in
HARIBO design to trade visitors on the International Toy Fair in Nuremberg.
DISNEY GERMANY provides a licensed property
for every age group. The successful “Disney
Baby” brand for the very young will appear in
new design this spring. All franchise products
for infants and young children under the age of
18 months will undergo a re-launch to facilitate
brand recognition and visibility for all “Disney
Baby” products.
But Disney has news for elder children as well:
This spring Winnie the Pooh sees his theatrical
release throughout Germany. Eeyore has once
more lost his tail. Pooh and his friends immediately decide to help Eeyore. But when Pooh wants
to ask Christopher Robin to join in, the friends
from Hundred-Acre-Wood realize that the boy has
disappeared. Pooh fears the worst: their friend
must have been kidnapped! Owl sends the whole
gang on a wild quest to save Christopher Robin.
It turns out to be “a very busy day for a bear who
simply set out to find some hunny”, says Pooh.
This year, Timmy is extremely popular with SUPER
RTL. Top class licensees have discovered the cute
lamb from “Shaun the Sheep” and “Timmy Time”
for their product range: With children’s clothing
like jeans, sweatshirts, goodies and T-shirts
by Santex and summer wear by the New York
fashion label Capelli, children may soon wear
Timmy from top to bottom. What is more, Timmy
makes Germany bloom and blossom! The flower
campaign “Pflanzen mit Timmy” (Planting with
Timmy) starts in March 2011. 180 garden centres
throughout Germany will distribute about 100,000
booklets with flower seeds. Children bring
spring to their own window sills with “Timmy’s
Daisy Seeds”. And when they want to replant
the flowers to the garden outside, they will - of
course! - use the Timmy outdoor products by
Wader. Invitations for the next children’s party
will be written on Timmy cards, the birthday
table will be decorated with Timmy paper plates
and cups and lots of Timmy balloons. Amscan,
worldwide leading supplier of party products and
decoration, will launch these items end of 2011 to
market focus
markt focus
Germany
Booklets mit Blumensamen verteilt. Mit
dem „Timmy Gänseblümchensamen“
können sich die Kinder den Frühling
auf die Fensterbank holen. Und will
man seine Blumen dann in den Garten
umpflanzen, nimmt man dazu natürlich
die Outdoor-Produktlinie von Wader.
Steht ein Kindergeburtstag an, werden
die Timmy Einladungskarten geschrieben, der Tisch mit Timmy Papptellern
und –bechern geschmückt und viele
Timmy Luftballons aufgeblasen. Der
weltweite Marktführer im Party-ArtikelBereich, die Firma Amscan bringt diese
Artikel Ende 2011 auf den deutschen
Markt. Wenn es dann wieder kälter
wird, kommen die funktionalen WinterAccessoires wie Handschuhe, Mützen
und Schals der Firma Capelli zum
Einsatz – und schon kann es losgehen
zum Schlittenfahren. Natürlich auf dem
Timmy Schlitten. Alpen Gaudi ®, das
Label von Schlittenhersteller IPV wird
für die kommende Saison eine eigene
Produkt-Range zu Timmy auf den Markt
bringen. Neben zwei Lenkrodeln und
einem Kinderbob wird es auch einen
Minibob für die speziellen Sicherheitsbedürfnisse der Allerkleinsten geben.
Ergänzt wird das Programm durch zwei
platzsparende Untertassenrutscher.
Die Firma HEUNEC ist auf Lizenzprodukte spezialisiert. Für die „Kleinen“
gibt es in 2011 eine märchenhafte
Lizenz-Neuheit. Yoyo und Doc Croc, die
Hauptdarsteller aus der Zeichentrickserie „SimsalaGrimm“, wird es als
Plüschfigur geben. Zur Spielwarenmesse in Nürnberg wurden
die beiden erstmals in verschiedenen plüschigen Varianten
vorgestellt. SimsalaGrimm ist
die erfolgreiche Zeichentrickserie, die Kindern im Alter
von drei bis zehn Jahren
die Märchen der Gebrüder
Grimm erzählt. Dabei werden Yoyo und Doc Croc mit
dem Märchenbuch in die Geschichte geflogen. Hier „helfen“
sie den Protagonisten und fliegen
nach erfolgreicher „Mission“
wieder zurück ins Bücherregal.
>
Speziell für Mädchen (jeden Alters)
hat ACTIVE MERCHANDISING
genau das richtige Thema. Bella Sara
Pferdekarten zum Sammeln und
Spielen, die online und offline
bespielbar sind. Anfang
2011 wurde Funny Farm
zum offiziellen Verkaufsund Vertriebspartner für
Bella Sara Sammelkarten
in Deutschland ernannt.
>
>
Die Maus (WDR mediagroup licensing)
WDR MEDIAGROUP LICENSING bringt eine
Die Maus wird 40 und
eigene Maus-Kollektion für Jungen
auf den Markt. Bislang wurden diese
Produkte für 6- bis 9-jährige Mädchen
konzipiert. Aber im März 2011 wird es
erstmals auch eine Jungenreihe im
Handel geben. Im Mittelpunkt dieser
Eigenproduktion steht das Thema Abenteuer/Entdecken, das mit Artikeln wie
Periskop, Multifunktionstuch oder
Leuchtschlüsselanhänger
umgesetzt wird. Weiter h i n w i rd e s M a u s
und Elefant auch im
Spiel-, Papier- und
Geschen-warenhandel
geben.
Katja Lux
Bella Sara (Active Merchandising
the German market. And when the weather gets
colder, children apply functional cold weather
goods like gloves, hats, and mufflers from
Capelli. This way they are perfectly equipped to go
sledging outside – on a Timmy sledge, of course.
Next winter, Alpen Gaudi®, a label by sledge
manufacturer IPV, will launch their own Timmy
collection to Germany. In addition to two steerable
sledges and a sledge without runners they will
also provide a mini sledge tailor-made for the
security requirements of very young children. Two
space-saving bum boards top off the range.
HEUNEC Company specializes in licensed
products. For the young ones they now feature
a fairytale license. Yoyo and Doc Croc, the main
characters of the animated show “SimsalaGrimm” will enter the toy market in plush. Just
in time for the International Toy Fair Heunec
introduced various soft toys to the licensed property. SimsalaGrimm is a hit TV series telling the
Grimm’s Fairy Tale Classics to children aged 3 to
10. Each time, Yoyo and Doc Croc fly into the story
on their fairytale book. Here they “help” the main
characters and when their mission is completed
they fly back onto their bookshelf.
ACTIVE MERCHANDISING offers the perfect
license for girls (irrespective of age): Bella Sara
provides play fun online and offline. Girls just
love to collect, play and swap the beautiful horse
cards. Since January 2011 Funny Farm officially
sells and distributes Bella Sara Trading Cards in
Germany.
The Maus turns 40 and WDR MEDIAGROUP
LICENSING launch their own Maus collection for
boys to the German market. These products were
originally only designed for girls between 6 and
9. But now, in March 2011, the first-ever boys
collection will hit retail shelves. With items like
a periscope, multifunctional headwear and LED
key ring pendants the new collection will focus
on adventures and discoveries. Like before, Maus
and Elefant will continue their presence on the
toys, stationery and gift item market.
Katja Lux
SimsalaGrimm (Greenlight Media)
Kazachok Licensing Mag’ Avril - Juin 11 57
products hall
produkt-galerie
Germany
■ Table Football - Classic Pro Maracana
(DFB - Deutscher Fußballbund)
• Licensee: Garlando
• Launch: Spring 2011
• Territories: Germany, Austria, Switzerland
• Licensor: m4e
■ New-Mini-BobbyCar (KiKANiNCHEN)
• Licensee: BIG
• Launch: Spring 2011
• Territories: Germany,
Austria, Switzerland
• Licensor: m4e
■ Sorgenfresser Plush
• Licensee: Schmidt Spiele
• Launch: April 2011
• Territories: Europe
• Licensor: Helle Freude
■ SpongeBob Popcorn Maker and Waffle Maker
• Licensee: Lutter & Partner GmbH
• Launch: May 2011
• Territories: Germany, Austria, Switzerland
• Licensor: Nickelodeon Consumer Products
■ Timmy Time Sand
and Beach Toys
■ Sex and the City Home Textiles
• Licensee: Estella
• Launch: new collection Summer 2011
• Territories: Germany, Austria,
Switzerland
• Licensor: TLC Germany (Agent), HBO
(licensor)
58
Kazachok Licensing Mag’ Avril - Juin 11
• Licensee: Wader
Quality Toys
• Launch: Spring 2011
• Territories: Germany,
Austria, Switzerland
• Licensor: SUPER
RTL (Agent) Aardman
(Licensor)
strategy
International
Roberto
Interviewed by V.G.
Lanzi
President of Sanrio EMEA
Roberto Lanzi has an important range of experience
in the entertainment, music business and of course
licensing, including over 20 years of working with
Sanrio. His familiarity with the entertainment world
gives him a perspective on the licensing business that
greatly enhances Sanrio’s position in the global market.
Kazachok: Hello Kitty is your strongest
The main properties we’re launching for the
property, how will you maintain this
EMEA market are My Melody, Keroppi, Badtz
success?
Maru, Kuromi,
which don’t have a
specific
target.
Some of them are
Roberto Lanzi: Hello
Kitty is indeed
remembered from the 80’s
a popular character
in many
by
to d a y ’s 3 0 ye a rs
different categories.
She
old, some of them are
is admired among kids
newer and liked by
so we have successful
younger clients.
toys, back to school,
Jewelpet, as they are
confectionary licenses,
cartoon character have
publishing and apparel
more specific target,
for girls. It is also successwhich are primary school
ful among women who
and tween girls. This
love the jewellery lines and
property is facing really
special edition products.
good results at the moment
In order to maintain this
with Giochi Preziosi master
success, apart from the great
license in toys.
work we’re doing with licensing and getting into new markets
we will be concentrating also on
K.: You plan to increase the
awareness of the brand Sanco-brandings, which are already
rio: how will you do that and why?
very popular in US and Japan, and © 2005, 2011 SANRIO CO., LTD.
which allow us to keep the brand
R.L.: Sanrio has always been acting
fresh and trendy.
through its products and its fans/celebrities
Last year, in the occasion of 50th anniversary
to exploit awareness and business. This is the
way we prefer.
we did some interesting co-brandings with
Dr. Martens and Mimobot, just to mention
few. Then we collaborated with some fashion
K.: What are your
brands like Liu Jo and we asked some
main markets?
artists to develop special edition toys for
R.L.: Western
Kidrobot and Amos. In London we did music
Europe, especially
compilation with Ministry of Sound... Now
Italy, France,
we’re also focusing
Spain, Germany
on collaborations
and Porwith streetwear and
tugal. We’re
urban brands.
developing a
lot in Eastern
Europe, Middle
K.: What are your
East and Russia
other properties?
which nowadays is booming. © 1988, 2011 SANRIO CO., LTD.
R.L.: We h a ve a l l
We have many agents in different parts of the
together more than
world.
400 properties.
© 1976, 2011 SANRIO CO., LTD.
60
Kazachok Licensing Mag’ Avril - Juin 11
K.: What is the activity of the Sanrio
foundation?
R.L.: The simple aim of the Foundation is to
bring smiles to children in the hospitals as
well as helping the hospitals themselves in
poorer countries, by bringing the primary
necessities. It’s been proved that when kids
smile and laugh they reduce their stress
levels, which makes their stay in the hospital
more pleasant and it helps in their recovery.
K.: Why have you decided to establish the
Foundation?
R.L.: It’s been on our minds for a long time.
Sanrio was always taking part in charity
actions as well as helping local children
associations, so it was natural for us to come
up with the idea for a proper Foundation. We
heard about the studies, which were showing
that laughing and good humour helps the
children in healing and getting better. Having
such a friendly and loved character as Hello
Kitty, we decided that it would be a great
opportunity to give kids the possibility to
interact with her and have some fun time,
something that makes their stay in the
hospital less painful.
© 1976, 2011 SANRIO CO., LTD.
K.: What are your next projects?
R.L.: We will always be the referral company
for the next underground property, so expect
some news shortly...
market focus
International
A Taste of Europe
Point of view of :
While it might sometimes seem that US kids’ formats have taken
over the planet, European children’s programming
production is f ighting back with some fantastic
shows that are attracting attention both at home
and
abroad. A quick glance at the top kids’
titles in the major European markets
over the month of December
2010 brings up any number of
home grown formats, varying from
long standing local hits to international
phenomena.
>
In France, for example, the top
children’s programs for the month
of December were decidedly Gallic
in flavour, with Tootuff, The Garfield Show
and Esprits Fantômes among the titles to
make it into the top 15 (ranked on children
4-14), while nearly half the top 25 were French
creations. Strong production and popularity
at home has resulted in success overseas for
French animation, for example in Spain, where
Nouky & Friends, Code Lyoko and The Magic
Roundabout all ranked in the December top 25
on the children 4-12 target.
Spain certainly seems to have an appetite
for productions from elsewhere in Europe,
possibly due to its own animation sector
being still somewhat under patronised by the
pubcaster TVE. The Italian format Gormiti
gathered a peak of 317 200 children 3-12 for a
25.2% market share, putting it in fourth place
on this target. Meanwhile, UK formats such
as Postman Pat and Make Way for Noddy (coproduction with the US) and the international
Icelandic hit Lazytown were also present in
the top 25.
The UK is possibly the most distinctive of all
the European markets, as it is so strongly
dominated by home made productions,
with only The Simpsons, an animated film
and Disney’s Shake it Up making it into the
rankings from abroad. Among the dedicated
children’s thematic channels, it
was the Christmas CBeebies
pantomime special Oh Yes It
Is! that won the month with
335 000 children 4-15 watching for a share of 16.6%.
UK formats are also well
consumed abroad, with
for example the animated
Shaun the Sheep making regular
appearances in the top shows
across Europe, including this
month in Germany.
This taste for European formats is certainly not
limited to their home continent, with many of
them snapped up by markets from Australia
to the USA and beyond. While the appetite
for distinctive children’s content is very much
alive, however, it is strong production and
consumption at home that remains the key
drivers of international success.
Claire Mitchell
Sources: Eurodata TV Worldwide / Kantar Media
Spain / BARB
Kazachok Licensing Mag’ Avril - Juin 11 61
property focus
International
Generator Rex
the new Cartoon Network series
Turner CN Enterprises launches a new action animated series for boys across the world: Generator Rex.
>
From the creators of Ben 10,
Generator Rex is an animated
series that takes viewers on an
adventure full of fun, action, wish fulfilment and teenage drama. Rex is a young
super agent who, with his incredible
ability to create mechanical weapons
and vehicles from his own body, must
balance his adrenaline-fuelled exploits
with the everyday ups and downs of being
a teenager.
where it ranked No.1 and a number
of high profile, global partners were
secured in key areas even before the
EMEA broadcast rollout. TV ratings and
early industry commitment indicates
that Turner’s new property will build
on the success of Ben 10.”
An international launch
on TV
The UK was the first
European territory
to launch Generator
Rex on Cartoon Network
i n O c to b e r 2 0 1 0 a n d a
comprehensive broadcast
schedule is being rolledout across EMEA in
2011. 40 Generator
Rex episodes have
now been produced with another 20 in
production and more to come.
Says Maria Rosaria Milone, Commercial
Director, EMEA Licensing, Consumer
P ro d u c t s & L i ve E ve n t s ,
Turner CN Enterprises,
“Generator Rex is a
62
Kazachok Licensing Mag’ Avril - Juin 11
A good start
in licensing
great action-adventure
brand that will continue
to build upon our
core expertise
of developing
action brands
for boys.
The show
debuted in
the US in
April
2010
The first deals announced for the franchise
include Mattel, the global toy partner for the
brand with a full line of action figures, role
play items, play sets and vehicles. MEGA
Bloks are also on-board to launch their
popular construction toys across EMEA fall
2011. Leveraging success from the global
phenomenon of Ben 10 and adding to the
existing portfolio of strong brands for boys,
Turner CN Enterprises will continue to
build a strong affinity for the brand and high
demand for consumer products. Generator
Rex is definitely one to watch!
V.G.
market focus
International
Point of view of Frédérique Tutt
Toy licenses
are resisting satisfactorily
on the European market
TOP 5 Europe
A growth market
With a growth of almost 5% within the five
largest countries in Europe (France, UK, Germany, Spain and Italy) for 2010, the toy market
confirmed once again that it is resisting in a
satisfactory manner to the less than favorable
economic situation (source NPD panels EPoS).
Permanent sales did well (January – October),
and the season was off to a good start until
the snow falls slowed down the economy in
France, Germany and the UK. In these three
countries sales were down a few points for the
two weeks preceding Christmas. In the end,
the toy sales of the last quarter did finish off
with an overall increase, but slightly lower than
the growth rates registered during permanent
sales, however the figures are still far higher
than most of the lasting goods markets.
Licensed toy sales had a per- fectly
satisfactory year with a strong
increase in sales figures. In
Germany licensed toys represent
at least 18% of overall sales and 34%
in the country where they are most
established, which is Spain. The sales
increase was prompted by the English
Toy licenses 2010
1
Hello Kitty
2
Star Wars
3
Toy Story
4
Cars the Movie
5
Ben 10
market (+7%), German market (+11%), Italian
market (+12%) and Spanish market (+3%)
whereas in France they receded slightly (-2%),
although these figures show good resistance
of the toy market to the economic crisis.
Toy Story 3 was a big hit on Anglo-Saxon and
Spanish markets and even ranked #1
in the US and the UK. In the
other European countries it
was one of the hits in a number of
categories thanks to Mattel and Lego
among others. However in
Germany the property
only reached #11 for
yearly sales. In fact,
to the exception of Toy
Story, no major novelties emerged in 2010
and classic properties
continue to rule.
What will 2011 have to offer?
Considering the context and the good results in
2010, 2011 should be a good year. The market
still shows lots of growth opportunities for
established categories as well as dolls or
outdoors for instance, or preschool also – a
category where no Pan European leader really
seems to stand out...
We are evidently impatiently awaiting
the return of Cars. Although it won’t fill
the partial void left by Toy Story, it should
however consolidate Disney’s lead. Sequels
of hits such as Transformers, Pirates of the
Caribbean, Harry Potter and Kung Fu Panda
will also yield excellent BO returns and should
contribute to developing the market for older
targets. Finally, the arrival of Giochi Preziosi
as the European licensee for Christmas 2010’s
sensation Zhu Zhu Pets is the promise of lovely
novelties for girls and boys in new categories...
Kazachok Licensing Mag’ Avril - Juin 11 63
report
International
DQ Entertainment
from the creation of TV series to licensing:
a global strategy!
DQE is one of the leading producers
of animation, visual effects,
game art and entertainment
content for the global media
and entertainment industry.
It was established in year
2000 in India and has now
a workforce of over 3500
permanent employees and
a global client/partner base of
over 90 producers, distributors,
broadcasters and licensors - including
Walt Disney Television Animation,
Nickelodeon Animation Studios Inc., Electronic Arts,
Marvel Comics, American Greetings, NBC-Universal,
BBC Group, M6/ France TV/ TF1 Broadcasting
groups from France, ZDF Germany and many more
worldwide.
Family, three seasons of Mickey Mouse
Clubhouse. DQE is now producing
properties like Little Prince, Little Nicolas
and Charlie Chaplin. It has a library
of over 450 hours of international
programs for distribution.
Since its creation, DQE has evolved
and now handles its productions
from the start until the end. We will
explain the various activities of DQE
with the example of the Jungle Book.
DQE has produced/co-produced and distributed
iconic brands such as Iron Man (3D animated TV
series, now in season 2), Twisted Whiskers, Mikido,
Casper, Pinky & Perky, second season of Large
1 The choice of the series
The Jungle Book is known and loved by
millions the world over. Rudyard Kipling’s tale
about a “man cub” brought up in the jungle by
animals who are friends has struck a chord
with children and adults alike. The concept and
characters that were created by Kipling have
an exuberant timelessness to it, something
that would appeal kids and adults. This is why
DQE chose to introduce this timeless classic
64
Kazachok Licensing Mag’ Avril - Juin 11
to the 21st century kids in a 3D avatar for the
first time.
Jungle Book explores the escapades of Mowgli
and his Jungle friends, of how Mowgli lives and
survives in the jungle where his only family
and friends are the animals he has grown up
with. Dodging trials from known and unknown
enemies and nurturing old and new friends,
the tale takes the viewers through a complete
report
International
action packed journey filled with emotions and
humor that everyone will relate to and feel.
Given the advancements in animation technology and a strong team of writers roped in to
give shape to Kipling’s beloved Jungle Book,
they made a nice series. Added to which it is a
strong brand that drives the immense scope
for licensing and merchandising.
DQE has co-produced this series with global
partners that include ZDF Group (Germany),
TF1 (France) and Moonscoop (France).
2 The making of the series
> Creation of the designs by DQE
A visit to the same Jungle’s which inspired
Kipling to write this legend was the first
thing on the list. The Ranthanbore Wild Life
Sanctuary and the Kanha National Park
were their first stop where the day safari’s
and the tiger reserve park became their first
inspiration for Shere Khan and design of other
animals because the same abundance of wild
life species exists today in the Park, as it must
have when Kipling roamed these parts.
The backgrounds, flora and fauna were inspired by the surrounding in the national park.
The water falls and marble cliffs you see in the
series were inspired by real life Narmada river
which cuts through the glittering and marve-
lous marble cliffs which are an incomparable
sight. These were some of the natural wealth
of prehistoric treasures that inspired DQE in
the initial creative process for this series.
to survive against the odds. The differentiating
factor is what their characters are up to on a
daily basis, who they encounter and what kind
of adventures they embark on keeping in line
with the fun, humorous and zany undertone
that DQE has set.
Character and background design is one of
the most important stages and given that
the concept is something people have been
exposed to earlier, they had the daunting task
of creating designs that stayed true to Kipling’s
descriptions set in the massive Seeonee
Jungle situated in Central India amidst ruins of
forts and temple and amazing waterfalls and
cliffs, all this keeping in mind that it appeals to
the new age.
> Story-boards
The stories are created keeping in mind the
basic structure and relationships as put down
in the original book by Kipling. Shere Khan
remains Mowgli’s nemesis while Mowgli’s best
friends in the jungle are Baloo and Bagheera
who teach him the “Laws of the Jungle” and
> The production of the series
The work is split between DQE as the lead
producers and Moonscoop as the co-producers from France. The writing & voices were
undertaken in UK.
> 1st design of Mowgli
Kazachok Licensing Mag’ Avril - Juin 11 65
report
International
3 The TV Distribution
The TV distribution is handled by DQE. Thanks
to the Licensing and Distribution Team.
The Jungle Book has been sold in over 160
countries around the world.
Global Television channels like Disney, ABC
Australia, BBC ,TF1, EBS Korea, Thai Broadcasting service, B Channel, TV 12 Singapore,
ZDF, SVT Switzerland, ATV Turkey, Al-Jazeera,
Noga TV, TVo kids, Tele-Quebec among others
covering regions that include India, Pakistan,
Bangladesh, Bhutan, Nepal, Srilanka , Maldives, Thailand, Vietnam, Cambodia, Japan,
Korea, Indonesia, UK, Sweden, Germany &
German speaking Europe, Canada, 22 Arabic
Nations that include Algeria, Bahrain, Djibouti,
4 The development of licensing
icensing
DQE has a small but
very energetic Licensing & Distribution
team in India. And
they have different
agents for different
territories like D&C
for Israel, TF1 for
Fre n c h s p e a k i n g
region of Europe, ZDF
for German speaking
Europe etc.
The Jungle Book has signed multiple Licensing
& Merchandising deals with major licensing
companies like ZDF, TF1, Plus Licensing,
CPLG, D&C, Hachette, Universal Trends GmbH
Mookie, Ahiem Fried, Belltex, Nestle and
various others for multiple countries in Europe
and Asia like France, Belgium, Netherlands,
Luxemburg and French speaking Switzerland,
Andorra, Monaco, Germany, Austria, Switzer-
66
Kazachok Licensing Mag’ Avril - Juin 11
land, Liechtenstein,
n, Alto Adige, Canton Ticino,
San Marino, Vatican
can City, UK, Eire, Spain,
Portugal and Japan,
pan, Israel among others
for various products
cts categories that include
footwear, toys, back
ck to school products, bed
linen etc.
Apart from the above
ove mentioned deals they
are also in talks with several global licensing and merchandising
ndising organizations for
different regions and
nd categories.
V.G.
Egypt, Moon Island, Libya, Iraq, Jordan, Saudi
Arabia, Kuwait, Lebanon, Mauritania, Morocco,
Oman, Palestine, Qatar, Somalia, Sudan, Syria,
Tunisia, UAE, Yemen etc.