Property Focus

KAZACHOK INTERNATIONAL
Countrgye
langua h
s
+ Engli
#25 - January - March 11
Toys for
Christmas 2011
Kazachok
Licensing
Forum 2011
Icon Kids
explain the German market
The UK
Marketplace
in 2011
A
big
opportunity
for growth
Interview of
Juanjo Conde
Elastic Rights
editorial
Kazachok Licensing Mag’
141 Avenue de Verdun
92130 Issy les Moulineaux
- France
T. 33 (0)1 55 95 00 20
F. 33 (0)1 55 64 98 26
www.kazachok.com
Publishing Director :
Nathalie Chouraqui
(nc@kazachok.com)
Editor Manager :
Virginie Lopez
(vl@kazachok.com)
Virginie Goyenetche
(vg@kazachok.com)
Advertising Manager :
Ariane Binet-Prévost
(abp@kazachok.com)
Subscriptions :
info@kazachok.com
subscription rates
per year 52€
Contributing writers :
Marie Richez, Lise
Benkemoun, Véronique
Morel, Carol'Anne Renau,
Sophie Zangs, Christophe
Macht, Francesca Ash,
Tiffany Weltman, Frédérique
Tutt, Johanna Karsenty,
Zljko Krnjak, Hrvoje
Reljanovic
Translation by :
Kathryn Walton Ward
(kwaltonward@orange.fr),
Anja Clayton,Amy Barter
Conception :
Julien Cabane
(lebookdejulien.com)
Chers lecteurs,
Un numéro de plus en plus international, une couverture
européenne de plus en plus large, le Kazachok Mag’ élargit son
contenu également vers les pays de la nouvelle Europe.
C’est en s’intéressant individuellement à chacun des marchés
locaux qu’il sera possible de dégager les tendances européennes
et de faire ainsi de la “broderie” lors de l’acquisition de droits.
Aussi, l’article rédigé par Axel Dämmler éclairera la plupart
d’entre nous sur les raisons des difficultés à pénétrer le marché
germanophone. Francesca Ash fait pour sa part un rapport
détaillé du marché anglais et identifie les particularités de
consommation très spécifiques et propres aux anglais. Mais le
numéro de janvier ne serait pas complet si on ne tentait pas de
définir les jouets sous licence de Noël prochain, c’est le dossier
des pages françaises. Nous abordons également l’utilisation des
stars en licence : faut-il s’associer à des stars locales ou
internationales, quelles sont leurs valeurs, sur quels produits
faut-il les placer ? Toutes les réponses dans l’article consacré aux
“people” ! Et puis, des pages internationales font leur apparition,
elles concernent le monde entier et contiennent des focus et des
interviews.
Je ne saurais conclure cet édito sans vous souhaiter une
excellente année 2011, qu’elle soit sous le signe de la santé et de
la reprise économique. N’oubliez pas que nous vous attendons
pour la 8ème édition du Kazachok Licensing Forum, qui se tiendra
les 31 mars et 1er avril 2011 à Paris !
Toute l’équipe se joint à moi pour vous présenter ses vœux de
bonheur.
Dear Readers,
This issue is even more international, with increasing coverage of
European topics as well as opening Kazachok Mag’ to the emerging
countries of new Europe. In order to “weave” the suitable pattern to
purchase rights we will analyze each local market so as to establish
upcoming European trends. Axel Dämmler’s report will show us why
the German-speaking territories can be difficult to conquer.
Francesca Ash provides a detailed focus on the English market and
identifies the very specific and particular British consumer patterns.
However, this January Edition necessarily needed to look at what hit
licensed toys should be available next Christmas, which is the subject
of our French focus. We also investigated the use of celebrities for
licensing purposes: should you choose a local or international star,
what values do they stand for, and what products should they
endorse? You will find answers to all of these questions in the report
on “celebs”! Last but not least, we are introducing new international
pages devoted to the entire world with different reports and
interviews.
I cannot sign off before wishing you a wonderful year 2011. May it
bring good health and the end of the economic crisis! Don’t forget
that we are looking forward to welcoming you during the 8th edition of
the Kazachok Licensing Forum that will take place on March 31st and
April 1st 2011 in Paris!
The whole team and myself are happy to present our very best wishes.
Sonia Laugier
Nathalie Chouraqui
Joint Manager
Avec et pour Sandra - with and for Sandra
All illustrations are
reproduced by permission
of their owners.
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Kazachok Licensing Mag'
Janvier - Mars 11
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[P.17]
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content
Kazachok Licensing Mag' N°25 - Janvier - Mars 2011
FRANCE
Chiffres du marché GFK / Market’s figures p 04
Actu / News
p 06
Saga des marques / Brands Saga
Garfield
p 12
Stratégie / Strategy
Anoush Kevorkian Warner Bros. consumer products
p 14
UNITED KINGDOM
News
p 44
Dr Who
p 46
Ultimate Fighting Championship
p 47
Market Focus The UK Marketplace 2011
p 48
Property Focus
Focus propriété / Property Focus
Yu-Gi-Oh!
Dino Train The Dinosaur Train
Victorious
p 16
p 17
p 18
Interview
Moise Kissous Jungle
p 20
Distribution / Retail
Les panels licences :
quels indicateurs pour un marché multifacettes ?
Licensing panels: which indicators for a multifaceted market?
DEUTSCHLAND /GERMANY
Lizenzthemen Focus Vipo
Markt Focus Axel Dammler –
p 52
Icon Kids
p 54
Markt Focus Brandora Analyse
desdeutschen Lizenzmarktes
p 22
Current Analysis Of The German Licensing Market
p 56
Brand & Design
Interview Olivier Lapidus
Focus La Totoche
Dossier / Hotfile
L’univers du jouet à Noël 2011
Toys for Christmas 2011
p 26
p 27
p 28
Tendances / Trends
Attention célébrités !
Beware here come celebs!
p 46
Titeuf / Tootuff
p 40
Planning éditorial / editorial line
p 82
Reportage / Report
ESPAÑA / SPAIN
Actualidades/News
Focus propriedad / Property focus
Sandra
Codigo Lyoko / Code Lyoko
p 62
p 62
Juanjo Conde Elastic Rights
p 64
Interview Victoria Fernandez BRB
p 66
Strategie / Strategy
NEW EUROPE
INTERNATIONAL
Property Focus Anne Geddes
Interview Ira Mayer EPM
Property Focus Monster High
Interview Vanessa Champion Lavish Rights
Happenings
Point of view
p 72
Zljko Krnjak – Representative Lima of the New Europe
p 73
Market Focus Croatia and the region have
p 74
a big opportunity for growth
p 76
Kazachok Licensing Forum 2011
p 78
Products Hall
p 80
Kazachok Licensing Mag’ est édité par :
p 60
[P.64]
p 68
p 70
chiffres du marché
market figures
France
Le Panel GFK des Licences
Kazachok vous livre les derniers chiffres du marché de la licence en partenariat avec GfK. Cette
rubrique scanne un marché différent à chaque parution, selon l’actualité.
Le groupe GfK
Le Groupe GfK se classe au 4ème rang
mondial des instituts d’études marketing
et a réalisé un chiffre d’affaires de
1,2 milliard d’euros en 2009.
Site internet : www.gfkrt.com
Pour en savoir plus sur les licences en
général et pour adresser vos demandes
spécifiques : Fr-Licence@gfk.fr
Ou spécifiquement sur le marché de la
papeterie : aurelie.arbadji@gfk.com.
Les résultats sur le marché
de la PAPETERIE
Ce mois-ci, retrouvez le classement des
meilleures licences en valeur sur le
marché de la papeterie de janvier à
septembre 2010 dans l’ensemble des
réseaux de distribution.
20 meilleures ventes
de licences sur le marché de la papeterie
Méthodologie
de janvier à sept. 2010 (valeur) dans tous les réseaux
GfK Retail and Technology collecte chaque
mois, tout au long de l’année les données
de ventes à la référence d’un échantillon
de points de vente représentatifs de la
distribution de 300 biens durables en
France : hypermarchés, supermarchés,
spécialistes bureautiques, vente par
correspondance et par Internet, grands
magasins, grands spécialistes culture,
jeux, jouets et librairies. Soit un univers
de plus de 68 000 points de vente.
Les données récupérées auprès de ces
points de vente sont extrapolées selon des
méthodes statistiques pour représenter
les ventes de produits neufs sur la totalité
du territoire français (métropole hors
Corse et DOM-TOM).
GfK Retail and Technology propose un
baromètre régulier, avec les volumes de
ventes et chiffre d’affaires réalisés sur
chaque licence, au global et par marché.
Les marchés suivis au travers de cet outil
par GfK sont :
• les produits d’écriture,
• le livre,
• le DVD,
• la musique,
• le jeu vidéo.
in the stationery market (in value)
from January to September 2010 in all stores.
A venir dans les prochains mois :
le textile, la bagagerie et l’optique.
4
Kazachok Licensing Mag'
20 best sales of licenses
GFK licensing panel
Kazachok and its partner GfK are happy to offer you
the latest licensing figures. This topic scrutinizes a
different market each time depending on the latest
news.
Methodology
Over the course of the year GfK Retail and
Technology collects monthly sales data from a
number of representative French sales outlets:
hypermarkets, supermarkets, specialized outlets,
mail order and online stores, etc.
The data collected in these sales points is
extrapolated using statistical methods to represent
the sales of new products all over the French
territory (excluding Corsica and French overseas
departments and territories).
The markets that GfK follows with this tool are:
writing items, books, DVDs, music and video games.
Textile, luggage and glass wear will also be
surveyed over the next months.
1
POIVRE BLANC
2
OXBOW
3
AIRNESS
4
LOONEY TUNES
5
HELLO KITTY
6
CONVERSE
7
MULTI DISNEY
8
O NEILL
Website: www.gfkrt.com
9
RG 512
10
Contacts: Fr-Licence@gfk.fr,
aurelie.arbadji@gfk.com (stationery)
KUKUXUMUSU
11
LULU CASTAGNETTE
12
LITTLEST PETSHOP
13
DIDDL
14
OM CLUB
15
BATMAN
16
HANNAH MONTANA
17
NBA
18
PUCCA
19
L'AGE DE GLACE
20
CARS
Janvier - Mars 11
Results for video game market
This month we chose to focus on the top licensed
video games in value from January to June 2010 in
the whole distribution.
The GfK Group
The GfK Group ranks n°4 worldwide for marketing
surveys and grossed 1.2 billion Euros in 2009.
Définition / definition
Dans la définition de GfK, une licence est un
produit présentant un ou plusieurs personnages
de fiction déclinés sur plusieurs supports (livre,
jeu vidéo…).
GfK intègre aussi la notion de “marque” (Oxbow,
Esprit…) pour le marché de l’écriture.
GfK's definition of a license is a product that
presents one or more fictional characters on a
number of products (books, video games, etc.).
GfK also includes brands such as Oxbow or Esprit
for instance in the writing market.
actu
news
France
De nouveaux licenciés René La
Taupe !
La Fédération Française des Droits Dérivés est
en marche !
« T’es si mignon, mignon, mignon, mignon mais gros, gros,
gros… » Cette chanson de René la Taupe a connu un franc
succès : n°1 des ventes de single chez EMI, plus de 450 000
téléchargements sur mobile… cet air résonne dans toutes
les têtes. Et ce succès a séduit plusieurs licenciés. Après
les peluches de Jemini et les T-shirts de Sun City, Best
sortira courant 2011 des chaussons, pantoufles et tongs.
Un autre contrat est en cours de signature pour des sacs et
a cce ss o i res mobiles. Ce pro g ramme de lice n ce
à destination des enfants/ados est géré par LT
Licensing/HallB.
Côté musique, EMI a sorti en fin
d’année un album soutenu par
199 spots TV, et un nouveau titre
e st attendu pour la Sa intVa lentin… On n’a pas fini
d’entendre René la Taupe !
Créée en mars 2010, la Fédération Française
des Droits Dérivés (F2D2) est ouve r te aux
ayants-droits et agents de licence basés
en France et exerçant une activité sur le
territoire français.
Elle est l 'organ ism e offi ciel
re p ré s e n tant la profession auprès des
autres fédérations, des services publics, de
l ' e n s e m b le de la distribution, des média et des
industriels.
A l'origine de cette fédération, une volonté commune de se
regrouper pour parler d'une seule voix auprès des pouvoirs publics et des
acteurs clés du marché afin de promouvoir les métiers des droits dérivés en
France et à l'international.
La F2D2 est présente sur les salons représentatifs de la profession (Kazachok
L i censing Forum, Brand Licensing Europe, MIP Cannes, ....). Elle est
également en contact avec les organismes institutionnels en rapport avec la
profession.
La F2D2 organise également des conférences et ateliers juridiques autour de
la Propriété Intellectuelle et ses exploitations. Un premier atelier juridique,
en collaboration avec le cabinet juridique KGA sur le thème de l'exploitation
et la protection des marques sur internet s'est déroulé le mois dernier. Les
ateliers sont accessibles gratuitement aux membres de la Fédération.
Pour tout renseignement concernant la F2D2 : f2d2infos@gmail.com
New licensees for
René the Mole!
René the Mole ’s song
Mignon, Mignon (You’re so
cute) has been very
s u cce ssf ul: n °1 of E MI
s i n g le s , d o w n lo a d e d o n
m o b i le phones over 450,000
times, eve r yone has heard it.
T h i s s u cce ss p ro m p ted a
number of licensees to try their luck with the
property. After soft toys by Jemini and tee shirts by Sun City,
Best will offer slippers and flip-flaps by 2011. Another contract
for handbags and phone acce ssories is curre n t ly being
negotiated. LT Licensing/HallB handles the licensing program
that ta rgets children and teens. EMI marke ted an album
sustained by 199 TV adds during the Christmas holidays and
anew single is scheduled for Valentine’s Day. We’re going to be
hearing more from René the Mole!
The French Licensing Federation is underway! The French Licensing
Federation was launched in March 2010 (in French F2D2). It is open to rights owners
and licensing agents based and working in France.
It is the official representative of the trade as far as other organizations, governmental
institutions, distributors, media and manufacturers.
F2D2 attends the fairs that are important in the business such as Kazachok Licensing
Forum, Brand Licensing Europe, MIP Cannes, etc. It also has contacts with institutions
pertaining to the trade.
F2D2 also organizes conferences and legal workshops about copyright and property
development. The workshops are free for F2D2 members.
For information about F2D2: f2d2infos@gmail.com
Une fondation Sanrio pour les enfants à l’hôpital
En octo b re dernier, Sanrio a créé une
fondation pour gérer ses activités caritatives.
Cette fondation a pour objectif de redonner le
sourire aux enfants à l’hôpital en organisant
la visite de la mascotte Hello Kitty, en faisant
des dons et des cadeaux, en décorant le s
chambres…
Pour cela, elle s’associera à des associations
lo ca les, organisera des évènements pour
ré co l ter des fonds, diffusera ses idéaux
sociaux et mettra en place des activités
sociales.
La Fondation Sanrio a déjà fait ses premiers
pas en faisant voyager la mascotte Hello Kitty
en Italie, en Ukraine et en Roumanie. Elle
6
Kazachok Licensing Mag'
souhaite maintenant étendre son activité à
toute la zone EMEA.
A Sanrio Foundation for kids in
hospitals L a st October, Sanrio established a
Foundation to manage its social re s p o n s i b i l i t y
activities. Sanrio Foundation aims to bring a smile
to the kids in the hospitals through a tour involving
Hello Kitty mascot, donations, small gifts for young
patients, decoration of hospital’s rooms, licensing
for free uses of Hello Kitty image for social
purposes.
The foundation will fo l low these aims thanks to
p a r t n e rship with lo cal social ass o c i a t i o n s ,
fundraising events, promotion of Sanrio and Hello
Kitty social ideals, design and management of
social activities. Before being established, Sanrio
Janvier - Mars 11
Foundation has moved its first step bringing the
Hello Kitty mascot in Italy, Ukraine and Romania.
Now that it is established the foundation aims to
bring smiles to the kids that needs it all over the
EMEA region.
actu
news
France
France Télévisions Distribution, organisateur
d’évènements
Panini fête les 35 ans de sa collection
FOOT
L’agent FTD a créé un service dédié à l’organisation d’évènements et
renforce ainsi son pôle hors média, dirigé par Emmanuelle Fortunato. Ces
opérations viendront soutenir les licences gérées par l’agent.
Trois évènements ont déjà été mis en place : le tournoi Foot2Rue, la
tournée du Camion de la Découverte C’est pas Sorcier et la Vélibienne.
Le 2 mai dernier, 600 garçons et filles, âgés de 8 à 12 ans se sont affrontés
à l’occasion du tournoi Foot2Rue dans le pur esprit de la série animée : fair
play et mixité.
La MAIF, via sa structure le Fonds MAIF pour l’éducation, s’est associée à
l’émission C’est pas Sorcier de France 3 et à l’Express pour lancer une
animation itinérante ludo-éducative : Le Camion de la Découverte C’est
Pas Sorcier. Cette animation a été conçue pour aller à la rencontre des
enfants de 7 à 11 ans et leur proposer une approche interactive et ludique
de l'univers des sciences. Objectif : éveiller leur curiosité et développer
leur sensibilité à la science. La tournée du Camion de la découverte C'est
Pas Sorcier est prévue pour 3 ans, avec une centaine de villes visitées
chaque année.
La première randonnée La Vélibienne a eu lieu en septembre dernier, dans
le cadre des journées du vélo et des mobilités électriques organisées par la
Ville. Partis de quatre communes voisines, Malakoff, Neuilly, Saint-Ouen et
Vincennes, les fans de Vélib’ ont convergé vers le Parvis de l'Hôtel de Ville,
au terme de 15 kilomètres!
Des évènements sont en préparation pour 2011 : tournoi Foot2Rue, tournée
d’été Intervilles, La Vélibienne 2011, un évènement d’Art d’Art.
France Télévisions Distribution: events organizer Agent FTD
cre a ted a department dedica ted to organizing events to strengthen its non media
b ranch and appointed Emmanuelle Fortunato as manager. These events will
ensure higher visibility for the properties that the agent handles. Three events
have already been organized: the Street Football tournament, the Discovery Truck
Tour for TV show The Whizz Report and a hike called la Vélibienne.Last 2 nd of May
600 girls and boys from 8 to 12 ye a rs old co m p e ted in the Street Fo o t b a l l
tournament. MAIF, via its educational structure MAIF Fund for Education, is a
partner of TV pro g ram The Whizz Report on Fra n ce 3 as well as magazine
l’Express and they teamed up to launch a The Whizz Report Discovery Truck Tour.
This event is intended to introduce children 7 to 11 ye a rs old to a novel funeducational approach of the scientific realm. The Tour is scheduled to last 3 years.
The first La Vélibienne hiking trip took place last September during the
celebration of cycling and electric mobility organized by the City of Paris. Other
events are being planned for 2011 : Street Football tourname nt, summer
Intervilles Tour, La Vélibienne 2011, an Art of Art event.
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Kazachok Licensing Mag'
Janvier - Mars 11
Le 12 janvier, Panini lance son 35ème album de stickers dédié à
l’univers du football FOOT 2011, en partenariat avec l’UNFP
(Union Nationale des Footballeurs Professionnels) et la LFP
(Ligue de Football Professionnel). Pour fêter l’évènement,
Panini organise pour les fans du ballon rond un match de 35h
o ù d e s j o u e u rs a m a te u rs d e t ou s n i v e a u x e t d e s
personnalités entreront en compétition. Le match aura lieu
les 15 et 16 janvier au stade éphémère du Pa rc des
Expositions de Paris (Hall 5.1). En cas de réussite, le record
entrera officiellement au Guinness Book. Un album géant de
5.5x4,53 mètres sera mis en place. Les visiteurs pourront
immortaliser leur participation et y coller leur photo. Le 35ème
album comportera quant à lui 80 pages dédiées aux clubs de
Ligue 1, et 20 pages aux clubs de Ligue 2. Les collectionneurs
pourront retrouver des informations incontournables sur
leurs clubs et joueurs préférés, une double page dédiée aux
meilleurs exploits depuis 35 ans… L’album et les 670 stickers
à co l lectionner seront en vente chez les marchands de
journaux, supermarchés et hypermarchés, ainsi que les
magasins de jouets.
Panini is celebrating 35 years of FOOTBALL products
Next 12th of January Panini will launch its 35th sticker album dedicated to
FOOTBALL 2011, with partners UNFP (National Union of Professional
Football Playe rs) and LFP (League of Profe ssional Football). To
celebrate the event Panini is organizing a 35 – hour match for fans. If it
is possible to play that long the event will enter the Guinness Book of
records. Visitors will be able to immortalize their participation and stick
their picture. The 35th album will include 80 pages about League One
clubs and 20 pages about League 2 clubs. Collectors can find important
data about their favorite clubs and players and a double page about the
wildest feats of the last 35 years, etc. The album and the collection of
670 stickers will be available in newsstands, super and hypermarkets
as well as toy stores.
l
Raffiné
l
Kawaî
Kokeshi : © Annelore Parot/éditions Milan 2009
Tendance
Un licencié majeur
Un site internet
www.kokeshi-leclub.com
350 000 livres
vendus en 1 an
en France et à l’international
Groupe Bayard, créateur de héros
Contact : émilie pineau, Responsable Licencing
E-mail : emilie.pineau@groupebayard.com - Tél. : 01 74 31 63 24
Kazachoc_Magazine.indd 1
06/12/10 14:10
actu
news
France
Une forte actualité pour le rugby en 2011 !
Des accessoires Vélib’ !
La Coupe du Monde de rugby aura lieu en 2011
en Nouvelle-Zélande. Une belle actualité pour la
l i ce n ce des All Blacks… Cette équipe, au
p a l m a rès exceptionnel, est en effet la plus
connue internationalement. En plus du logo
n o to i re, du cod e co u leu r n oi r et bl a n c
emblématique, le Haka (danse traditionnelle
Maori) est aussi un des signes distinctifs de cette icône mondiale du rugby.
90% des Français considèrent qu’il s’agit de l’équipe internationale de rugby la
plus connue et 71% se disent intéressés ou très intéressés par l’équipe des All
Blacks*. En France, c’est TF1 Licences qui gère cette licence et développe des
produits pour les fans de tous âges. Adidas est déjà partenaire des All Blacks
depuis plus de 10 ans et Jack Russell Malletier développe de la bagagerie
depuis fin 2010. Plusieurs produits viendront s’ajouter en 2011 : bijoux et
montres (SMB), linge de maison (CTI), back to school (Cartorama), chaussures
(Triboo), vêtements enfants (Sun City), tong et espadrilles pour adultes et
enfants (JL2M), sous-vêtements (Textiss), gadgets et accessoires de décoration
(Polymark). A suivre !
La Mairie de Paris a décidé de développer un programme
de lice n ce autour de Vélib’, et en a confié la gestion à
l’agent France Télévisions Distribution. Ce programme
s’appuie sur les valeurs véhiculées par Vélib’ : la liberté, la
santé, la praticité, l’ é con omie et le res pect de
l’environnement.
Depuis novembre dernier, une gamme d’accessoires de
cycles pratiques et tendances est commercialisée sous la
marque Vélib’ : panier, qui épouse parfaitement la forme
du panier Vélib’, sac de courses, antivol, serre-pantalon,
protège-panier, gants, poncho, couvre-selle… Conçue
pour améliorer la sécurité et le confort des usagers, cette
ligne d’accessoires renforce l’esprit communautaire Vélib’
e t ré p o n d a u x d i f f é re n t e s
attentes des cyclistes et usagers.
D éve loppée par les sociétés
A r m a co e t A d d - O n e , c e t t e
gamme est disponible chez les
buraliste s et e n réseaux
spécialisés.
Lots of things happening for rugby in 2011! The Rugby World Cup will
take place in New Zealand in 2011. It will provide great coverage for the famous New
Zealand team the All Blacks! This team is the most well known of all. Not only for their
black shirts and shorts but also for their pre-match dance called Haka (the traditional
Maori dance). In France, TF1 Licences handles the property with licensed products
suitable for all ages. Adidas has been a partner of the All Blacks for already 10 years and
Jack Russell Malletier began developing luggage end of 2010. In 2011 there will be a
number of new products: jewelry and watches by SMB, house linen by CTI, back to school
by Cartorama, shoes by Triboo, child clothes by Sun City, and flip flaps and espadrilles
(shoes with rope soles) for adults and kids by JL2M, underwear by Textiss, decoration
accessories by Polymark. Keep an eye on this property!
*Source : Continental Research UK, Online Survey
X Factor arrive sur M6
Le programme X Fa c tor arrive sur M6 dès le premier
semestre 2011 pour un show musical. Présenté par Sandrine
Corman et Jérome Anthony, le programme est un concours
de chant pour tous styles et tous âges confondus, en solo ou en groupe. Il se
déroule en quatre étapes : les auditions dans plusieurs villes de France et
Belgique, où une centaine de candidats seront sélectionnés devant le public ; les
épreuves de perfectionnement à Paris ; le coaching par les membres de jury,
composé de Christophe Willem, Olivier Schulteis, Henri Padovani et Veronic
Dicaire. Enfin les candidats passeront en direct où les téléspectateurs participeront
aux votes. Le gagnant signera avec une maison de disque pour l’enregistrement
d’un album. Au Royaume-Uni, The X Factor rencontre un franc succès et de
nombreux produits dérivés existent sur le marché. Une promotion Daddy X Factor
sera en place pendant toute la diffusion du programme sur M6 et au printemps
2011 sortira le jeu Vidéo X Factor distribué par la Société Koch Media.Les droits
sont gérés conjointement en France par Fremantlemedia et M6 Licences.
X Factor arrives on M6 Musical show X Factor will be on M6 by the first semester
of 2011. Hosted by Sandrine Corman and Jérome Anthony, the program is a singing
contest that is open to every style and any age group performing solo or as a band. It
includes four phases: auditions in different French and Belgian cities; training sessions in
Paris; and coaching by jury members including Christophe Willem, Olivier Schulteis, Henri
Padovani and Veronic Dicaire. Finally the competitors will be on TV live and viewers will be
able to be part of the voting process. The winner will sign a contract for an album. In the
UK, The X Factor has been extremely successful and there are numerous licensed
products. A Daddy X Factor promotion will take place during the entire length of the show
on s M6 (X Factor rights are handled by FremantleMedia and M6 Licences). Koch Media
will launch the video game Vidéo X Factor during the spring of 2011.
10
Kazachok Licensing Mag'
Janvier - Mars 11
La Mairie de Paris et FTD co m p tent bien poursuivre ce
développement et élargir les catégories de produits Vélib’.
Liste des points de vente disponible sur www.velib.paris.fr
et Boutique en ligne www.bike-original.com
Vélib’ accessories! The Paris Town Hall decided to develop a
licensing program for Vélib’ (Note from the translator : the Parisian
bicycle rental service) and appointed France Télévisions Distribution
as agent. The program will highlight the things Vélib’ stands for:
f reedom, health, co n ve n i e n ce, savings and enviro n m e n ta l
awareness.
S i n ce November a range of co n venient and trendy cyc l i n g
accessories are available under the Vélib’ brand: shopping bag,
cart, lock, trouser clip, poncho, saddle cover, etc. The line of
accessories is intended to increase the comfort and security of
users as well as reinforcing the community spirit and answering
Velib’ users’ expectations. Armaco and Add-One developed the
range that is sold in tobacco shops and specialized distribution
circuits.
The Paris Town Hall and FTD intend to continue developing the
program and increase the amount of categories of Vélib’ products.
The points of sale are found at www.velib.paris.fr and Online store:
www.bike-original.com
© 2011 A.T. ALL RIGHTS RESERVED // ™ & © Nelvana Jointly Licensed by Nelvana Limited and The Clifford Ross Company, Ltd. All Rights Reserved. // Ushuaïa © 2011 TF1//© SHINE France 2011 // © 1976, 2011 SANRIO CO., LTD. // © 2004, 2011 SANRIO CO., LTD // © Ludorum plc 2011® Chuggington is a registered trade mark of Ludorum plc. // © Bird Studio/Shueisha, Toei Animation // OCTONAUTS™ OCTOPOD™ Copyright
© 2011 Chorion Rights Limited. All rights reserved. // © MMVII Futurikon – Télétoon Tous droits réservés // © 2011 DUJARDIN marque déposée. Tous droits réservés. // Copyright © VOOZCLUB Co., Ltd. All rights reserved WWW.VOOZCLUB.COM License by VOOZCLUB // TFOU © 2011 TF1 // GOGO’S/CRAZY BONES © 2010 PPI-MARTOMAGIC, S.L.U. // © 2011 HARIBO // © 2009 DQ Entertainment // Copyright © 2011 Silver Lining
Productions Limited (a Chorion company). All rights reserved. GASPARD ET LISA™ Hachette Livre. // © 2011 City of New York. All Rights Reserved. // © C2C 2011 // LE JUSTE PRIX est une marque déposée de FremantleMedia France SAS. Licence par FremantleMedia Enterprises. www.fremantlemedia.com // The Silver Fern Device and ALL BLACKS® are registered trademarks of the NZRU // © 2011 Castaway Television Production Ltd.
© 2011 2waytraffic. All rights reserved. // © copyright photothèque Groupe Lucien Barrière // © SHINE France 2011 // Ushuaïa © 2011 TF1 // © 2011 Miss France
Sans oublier : Bob l’éponge*, Chococat, Dora l’Exploratrice*, Keroppi, Go Diego !*, Kuromi, Les Enfants de la Télé, Little Twin
Stars, La Fée Coquillette, Ni Hao, Kai-Lan*, Voici Timmy, Une Famille en Or, Badtz-Maru, Les Pingouins de Madagascar*,
Secret Story, Téléfoot, Eliot Kid, TFOU de Cuisine, Petits Plats en Equilibre, Automoto, Le Plus Grand Quiz de France,
Le Cochon Qui Rit, Joséphine Ange Gardien, Clem, Lucien Barrière…
PAGE_KAZACHOCK 2.indd 1
TF1 LICENCES, le meilleur du divertissement !
* 100% Promotion
OFFREZ-VOUS DES LICENCES PHARES !
Immeuble Atrium - 6, Place Abel Gance - 92 100 Boulogne Billancourt
Tel : 33 (0) 1 41 41 42 10 - Fax : 33 (0) 1 41 41 15 85
Site corporate : www.tf1licences.com
7/12/10 12:26:33
licensing saga
France
Garfield & Cie
Après plus de 30 ans de succès d’un comic strip universellement connu, Garfield
prend du relief avec sa nouvelle série TV en 3D et HD : Garfield & Cie !
DU COMIC STRIP À L’A N I MATION 3D
strip Garfield
> 1978 : Création du comic strip Garfield par l’auteur américain Jim Davis.
> 1980 : Publication du 1er recueil de strips aux Etats-Unis par United
Feature Syndicat. A ce jour, 135 millions d'albums ont été vendus
dans le monde.
>1 9 8 1 : J i m
Davis crée sa
propre société,
Paws Inc., à
Muncie dans
l’Indiana.
> 1984 : Acquisition des droits de publication en langue française par
les Editions Dargaud.
> 1988 à 1995 : Diffusion de la série “Garfield and friends” aux EtatsUnis sur C.B.S. puis rediffusion jusqu’en 2000 sur Nickelodeon.
> 2004 et 2006 : Sorties mondiales des longs-métrages “Garfield – The
Movie” et “Garfield 2”
> 2007 : Garfield entre dans le Guinness des Records en
tant que strip le plus lu dans le monde (2600 journaux,
263 millions de lecteurs).
> 2008 : Le studio Dargaud Media crée la série en 3D et
en haute définition Garfield & Cie.
> 2010 : Garfield & Cie a remporté Le Prix ActuKids de la
Communication Junior 2010 dans la catégorie Prix de
la Licence Junior !
> 1980: United Feature Syndicate published the 1st book of strips in the
US. 135 millions comic books sold worldwide.
> 1981: Jim Davis set up his own company ca l led
Paws Inc.
> 1984: Dargaud Editions bought the rights to
publish Garfield in French
> 1988 to 1995: The series Garfield
and friends began on C.B.S. in the
US and then Nickelodeon ran it
until 2000
> 2004 and 2006: Worldwide release
of Garfield – The Movie and Garfield
2
> 2 0 0 7 : Garfield ente red the
Guinness Book of Records as
the most popular comic st r i p
worldwide (2600 newspapers,
263 Million readers)
FROM COMIC STRIP TO 3D ANIMATION
> 1978: A m e r i can author Jim Davis cre a tes the comic
>2008: Studio
D a rg a u d M e d i a
created the 3D and
HD series The
Garfield Show.
> 2010: The Garfield Show
won the 2010 ActuKids Junior
Communication prize in the
category Junior License!
UNE SÉRIE TV PLEINE D’HUMOUR (104 X 11’)
> Diffusion sur France 3 dans l'émission Ludo (saison 2 à l’antenne depuis août 2010) et sur Boomerang France
> N°1 en part d’audience (34,3% sur France 3) des programmes jeunesse en France devant Titeuf et Pokémon
(Eurodata TV worldwide / Mediamétrie, du 16/08 au 12/09/2010)
> Régulièrement dans le Top 3 des
meilleurs scores d’audience des
séries jeunesses de France 3
(pic d’audience à plus
d’1,37 million de
t é l é s p e c ta te u rs 4-10
ans).
A TV SERIES WITH A LOT
OF HUMOUR (104 X 11’)
> Began on Fra n ce 3 i n
Ludo (season 2 on air
since August 2010) and
on Boomerang France
> N°1 in terms of kid programs’ audience in France (34,3% on France 3) in front of
Titeuf and Pokemon (Eurodata TV worldwide / Mediamétrie, from 08/16 until 09/12/2010)
> Regularly among the Top 3 of best scores for kid series on France 3
12
Kazachok Licensing Mag'
Janvier -Mars 2011
licensing saga
France
The Garfield Show
After 30 years of success as a worldwide known comic strip,
The Garfield Show, a 3D and HD TV series is a big hit also!
HÉROS DE BD ET DE CINÉMA
> Déjà 2 succès au cinéma
> 2 nouveaux albums de BD par an
en langue fra n çaise depuis 1984
chez Dargaud (5 millions d’albums
vendus)
> Publication dans TéléPoche, Métro,
I Love English et Toboggan (6
millions de le c te u rs à chaque
parution)
> Une nouvelle collection d’albums
BD pour enfants issus de la série
d’animation, 4 nouveautés par an
A COMIC BOOK HERO AND MOVIE STAR
> 2 new comic books published every
year by Dargaud (5 Million books
sold)
> Available in TéléPoche, Métro, I Love
English and Toboggan (6 Million
readers each time)
> A new collection of comic books for
kids after the TV series, 4 novelties
each year
> Already 2 movie hits
GARFIELD & CIE EN
LICENCE
Cible : 4-10 ans, mixte
Un programme de licence
en plein développement
• JEUX- JOUETS : Lansay
(peluches, réveil), Nathan
(puzzle), Panini (albums
d’autocollants)
• TEXTILE JOUR-NUIT :
SunCity
• JEUX VIDÉO : E ko Software
(distribution monde)
• ÉDITIONS DÉRIVÉES : D a rg a u d
(album de BD, magazine),
Hachette Jeunesse
( roma ns), Hemma et
Albin
Michel
(coloriages,
activités, liv re s
illustrés)
• VIDÉO : Citel Vidéo
(DVD, VOD,
SVOD,…)
• DÉCORATION : OKT (boîtes
de rangement)
Déjà 2 opérations chez Quick
(en 2009 et 2010), 2 opérations
c h e z To t a l ( 2 0 0 9 e t 2 010 ) ,
1 opération Marie Luang (2010) et de
nouvelles promotions en 2011.
Une charte graphique riche, originale et
évolutive : plus de 200 visuels disponibles,
un graphisme limpide et rond,
immédiatement reconnaissable.
L’ensemble des droits Garfield & Cie est
géré par Mediatoon Licensing, RMP
continuant à travailler Garfield,
l’image BD, dans
certaines
catégories.
THE GARFIELD SHOW’S LICENSING
PROGRAM
Target: 4-10 y.o. coed
The licensing program is in full swing
• TOYS &GAMES: L a n s a y (soft toys, alarm
clock), Nathan (puzzle), Panini (sticker
albums)
• TEXTILE DAY-NIGHT: SunCity
• VIDEO GAMES : E ko Software (worldwide
distribution)
• L I C E N S E D P U B L I S H I N G : D a rg a u d ,
Hachette Jeunesse Romans,
Albin Michel,
Hemma
• VIDEO : Citel
Vidéo
• DECORATION : OKT
(storage boxes)
There already were 2 promot i o n s
with Magic Box menu at Quick
(2009 & 2010), 2 promotions in
Tot a l gas stations (2009 &
2010), 1 promotion on Marie
L u a n g c o o ked dishes (2010 )
and other promotions are coming
in 2011.
The graphic charter
is rich, original and
evolving: over 200
visuals already
available.
Mediatoon Licensing
handles all of the
Garfield Show’s,
while RMP continues
to manage the
comic
strip
representation of
G a r field for some
categories.
LES ACTUALITÉS 2011
• Lancement de la diffusion de la série sur
Boomerang en France dès février 2011
• Nouvelles collections 2011 (jeux-jouets,
textile, éditions dérivées, DVD) issues de
la charte 3D
• Opération promotionnelle dans le secteur
de l’alimentaire pendant l’été
• Préparation d’événements grand public /
road show / animation… par Evasion
Communication
HOT NEWS IN 2011
• The series will launch on Boomerang in
France in February 2011
• New 2011collections based on the 3D graphic
charter
• Promotion in the food category during the summer
• Evasion Communication is working on events that
will target general public, road show, animation, etc
GARFIELD & CIE À L’INTERNATIONAL
> The Garfield Show est diffusée dans plus de
130 pays : Belgique (RTBF), Suisse (TSR),
Allemagne (KI.KA.,…), Scandinavie (DR, YLE),
Europe de l’ e st (Slovak TV, Ceska TV), Chine
(CCTV)… et aussi sur Cartoon Network USA,
Japon, UK, Espagne, Italie, Pays-Bas, Europe
centrale, Amérique latine, …
GARFIELD ON THE INTERNATIONAL MARKET
www.garfield-et-cie-blog.com
Garfield & Cie avec la participation de France 3 et
avec le soutien de la région Île de France et du CNC
Plus d’infos sur
www.mediatoon-licensing.com
> The Garfield Show already sold in over 130
territories : Belgium (RTBF), Switzerland (TSR),
Germany (KI.KA. etc.), Scandinavia (DR, YLE),
Eastern Europe (Slovak TV, Ceska TV), as well as
C a r to o n N e t wo r k US A , U K, S p a in , It a ly ,
Netherlands, Central Europe, etc.
Kazachok Licensing Mag'
Janvier - Mars 11
13
strategie
strategy
France
Anoush
Kevorkian
Directrice de Warner Bros. Consumer Products France
Après une première expérience chez un producteur indépendant aux Etats-Unis, Anoush
Kevorkian est arrivée chez Warner Bros. France il y a 20 ans. Elle a pris la direction commerciale
des droits dérivés en 2000, puis la direction du département en 2008.
Kazac hok : Vous a vez ré ce m m e n t
développé plusieurs produits DC Comics à
destination des adultes : pourquoi ?
Anoush Kevorkian : En effet, nous avons
développé des collections textiles en DTR
chez Carrefour et Celio – qui travaillait la
licence pour la 1ère fois – dont les ventes ont
dépassé les objectifs. Plusieurs grandes
marques ont également choisi nos héros
pour le u rs campagnes de pro m o t i o n ,
comme Samsung ou Kadéos, et nous
déve loppons des produits de décoration
intérieure avec Téo Jasmin.
Nous considérons que le portefeuille DC est
un magnifique axe de cro i ss a n ce pour
Warner Bros. dans le monde entier car ces
h é ro s bén éfici ent d ’un e noto r i é t é
unive rs e l le et transgénérationnelle. De
plus, il y a peu de concurrence parmi les
l i ce n ces à destination des jeunes
adultes, qui est pourtant une cible de
plus en plus demandeuse.
Nous avons une importante actualité à
venir avec la sortie des films Green
Lantern (été 2011), Batman
(été 2012), Superman
(Noël 2012), et un
objectif sur le lo n g
terme de deux sorties
par an de films de super
h é ros. Les studios Wa r n e r
Bros. se positionnent ainsi en
première position sur la cible des
jeunes adultes.
A noter également les sorties de
jeux video dédiés aux jeunes
a d u l tes d ont le très a tte n d u
Batman Arkham City en 2011.
Nous allons de plus déve lopper
des programmes issus de nos
séries à succès : The Mentalist,
Gossip Girl et Vampire Diaries.
14
Kazachok Licensing Mag'
K. : Travaillez-vous toujours la licence DC
Comics pour les enfants ?
A.K. : Oui, bien sûr, les DC Comics ont
également un fort potentiel à destination
des 4-10 ans et nous déve loppons du
n o u veau co n tenu animé pour eux en
p a r tenariat avec France Télévisions. La
saison 3 de l’Alliance des Héros est sur
France 3 et France 4, la série Green Lantern
arrivera fin 2011 suivie de Young Justice
puis Batman et Superman. Mattel est
toujours le mastertoy de DC Comics avec
de nouve l les gammes to u j o u rs plus
étoffées. Le jeu video n’est pas en reste
avec notamment la sortie du jeu video
Green Lantern en 2011.
K. : Quelles sont vos autres lice n ces à
destination des enfants ?
A.K. : Nous avons toujours une
fo r te actualité avec Sco o b y Doo. La série animée est
diffusée sur Fra n ce 3, et le
spectacle “Scooby Doo et les
p i ra tes fa n t ô m e s ”
Strategy interview of
Anoush Kevorkian
Director of Warner Bros.
Consumer Products France
Pierre Sissmann began his career in 1978 in the
Music Department of CBS (now Sony Music). From
1988 to 2000 he enjoyed great success within Disney
before co-founding Cyber Group Europe and in 2005
Cyber Group Studios, which boasts co n s i ste n t ly
increasing sales figures.
Kazachok: You re ce n t ly deve loped licensed DC
Comics products for adults. What prompted that
decision?
Anoush Kevorkian: Indeed we developed Direct-toRetail textile collections for Carrefour and Celio, and
the sales exceeded our expectations. A number of
leading brands also chose our heroes for their
promotions, such as Samsung or Kadéos for instance.
T h e re isn’t much competition among
properties for young adults, although it’s a
target that is more and more in demand.
We have lots of exciting news coming up
with the release of Green Lantern (summer
2011), Batman (summer 2012), Superman
(Christmas 2012), and a long-term goal
of two films starring super
heroes per year.
Fu r t h e r m o re we will be
d eve loping lice n s i n g
programs for our hits
series: The Mentalist,
Gossip Girl and
Vampire Diaries.
K.: Do you still develop
DC Comics products fo r
children?
A.K.: Oh yes for sure, DC
Comics also have great
potential for 4 to 10 yearolds and we are
developing new
animation programs
for them with our
p a r t n e r Fr a n ce
Télévisions.
Season 3 of
strategie
strategy
Propos recueillis par V.G.
France
d’attractions à Orlando, qui a attiré plus
d’un million de visiteurs en 6 semaines.
A l’occasion de la sortie des deux derniers
films au cinéma, de nombreux licenciés
sont positionnés et des opérations sont
mises en place dans plusieurs grandes
enseignes : Carrefour, Virgin… Par la suite,
nous axerons le déve loppement d’Harry
Po t ter sur des produits co l le c to rs à
destination des jeunes adultes.
était de retour à Paris pour Noël dernier
avant une tournée en prov i n ce. Chaque
année, cette licence est très présente en
promotion alimentaire et de nouveaux
l i cenciés se positionnent, comme par
exe m p le Giochi Preziosi qui vient de
s’ajouter à Lansay.
L’album Scooby-Doo est n°1 des ve n te s
Panini et le jeu concours organisé sur le
site www.monludo.fr a rassemblé plus de
15 000 participants.
D’autre part, une nouve l le série Looney
Tunes de 22x26’, The Looney Tunes Show,
arrivera sur France 3 à la rentrée 2011.
Cette saison sera très musicale avec le
retour des Merry Melodies, et chaque
épisode se terminera par une séquence de
Bip Bip et Coyotte en 3D. Looney Tunes est
la licence n°1 en alimentaire en Europe
a vec des parte n a i res tels que Ferrero,
Nest l é Wa ters, Pe p s i co, Système U en
France…
Enfin, Tom & Jerry est diffusé tous les jours
sur France Télévisions et était mis en avant
dans les ca ta logues de Noël grâce aux
licenciés Lansay, Carel, Panini et Gipsy. Ce
programme familial est également utilisé
en promotion alimentaire.
K. : Le dernier opus d’Harry Potter sortira
au cinéma en juillet prochain : comment
allez-vous gérer cette licence par la suite ?
A.K. : Avec 7 romans au succès mondial et
7 long-métrages, Harry Potter est devenu
un véritable phénomène, connu et apprécié
de tous. Il a même son pro p re parc
K. : Quelle est l’actualité de Pucca ?
A.K. : Nous positionnons Pucca sur un cœur
de cible 15-24 ans. Pour se rapprocher du
te r r i to i re d’origine de Pucca, nous
déve loppons du contenu pour Internet :
shorts, flashs animés…toujours avec un
humour décalé.
De plus, nous
souhaitons
associer Pucca à
la Saint-Valentin.
Une opération de
partenariat est en
co u rs avec MSN
pour célébrer la fête
des amoureux.
K. : Quels sont vos
projets pour la suite ?
A.K. : En décembre prochain,
le film Happy Feet 2 sortira au cinéma, avec
un st y le enco re plus musical et plus
moderne. Giochi Preziosi en sera le
mastertoy et nous sommes en discussion
pour plusieurs secte u rs, notamment le
tex t i le, les peluches, et la pro m o t i o n
alimentaire…
Pour 2012, nous préparons une nouvelle
version de Cosmocats, série de sciencefiction qui avait été diffusée sur France 2
dans les années 80. Elle sera de nouveau
en télévision, et Bandai sera le mastertoy.
Enfin, nous travaillons activement sur l’Euro
2012, qui se déro u le ra en Ukraine et
Pologne. Nous avons développé 7 chartes
graphiques, pouvant s’adresser aux enfants
comme aux adultes.
Batman: The Brave and the Bold is running on France
3 and France 4; Green Lantern will arrive by the end of
2011 followed by Young Justice and then Batman and
Superman. Mattel remains the Maste r toy for DC
Comics.
K.: What other children properties do you have?
A.K.: We still have a lot going on for Scooby-Doo that
is running on France 3. Year after year this property
remains very visible in food promotions and new
licensees are arriving.
Then we also have the new Looney Tunes series of
22x26’, The Looney Tunes Show, that will air on
France 3 for Back-to-School 2011. Each episode will
end with a sequence of Road Runner and Will. E.
Coyote in 3D. Looney Tunes is the n°1 food franchise
in Europe.
Finally, Tom & Jerry is on France Télévisions every
day and was showcased in the Christ m a s
ca ta logues thanks to our lice n s e e s
Lansay, Carel, Panini and Gipsy. This
family program is also used for
food promotions.
K.: The latest Harry Potter will
be released next July: how will
you continue handling that
property?
A.K.: With 7 worldwide best sellers
and 7 films, Harry Po t ter has
become a real phenomenon that
everyone knows and likes. He even
has his own theme park in Orlando,
which attra c ted over a Million visitors in 6
weeks. For the re lease of the two last films
numerous licensees arrived and there will be all kinds
of promotions in a number of leading chains.
After that we will focus on developing collector Harry
Potter products for young adults.
K.: What are Pucca’s news?
A.K.: We are positioning Pucca for a core target of 15
to 24 year-olds. To get back to Pucca ’s original
environment we are developing Internet content.
Fu r t h e r m o re, we wish to ass o c i a te Pucca with
Valentine’s Day. A partnership is underway with MSN
to celebrate the Day of Lovers and Friends.
K.: What are your future projects?
A.K.: Next December Happy Feet 2 is coming out with
even more music and a more modern touch. Giochi
Preziosi will be the Mastertoy.
For 2012, we are working a new version of Cosmocats,
a sci-fi series that ran on France 2 in the 1980s. It will
return on TV and Bandai will be the Mastertoy.
Finally we are actively working on Euro 2012, which
will ta ke place in the Ukraine and Poland. We
developed 7 style guides for children as well as adults.
Kazachok Licensing Mag'
Janvier - Mars 11
15
focus propriété
property focus
France
Yu-Gi-Oh!
fête ses 10 ans
En 2011, Yu-Gi-Oh! fêtera ses 10 ans en Europe et aux
US, et 4Kids Entertainment prévoit pour l’occasion de
nombreux évènements qui raviront les fans et en
attireront de nouveaux…
Le manga Yu-Gi-Oh! a été créé
au Japon par Kazuki Takahashi
en 1996. En
1998, la série TV est
appa rue a u Japon,
suivie du jeu de cartes
à co l le c t i o n n e r. En
2 0 0 1 , l a s é r i e , le s
cartes et les jouets ont
été lancés aux US puis
dans le reste du monde
en 2002.
Le scénario original
suit Yugi et ses amis
J o ey, Tr i stan et Te a ,
tous fans du jeu Duel
Monsters! Dans ce jeu
de combat de cartes, ils
affrontent d’étranges créatures dans des
duels magiques !
Depu is , Yu-Gi-Oh! n’a ce ssé de se
renouveler avec Yu-Gi-Oh! GX puis Yu-GiOh! 5D’s, offrant de nouvelles histoires et de
n o u veaux personnages. La série a
rencontré un vrai succès auprès des jeunes
garçons, qui peuvent retrouver les héros
chez eux grâce au jeu de cartes
accompagnant chaque nouvelle saison et
proposant des extensions chaque mois.
>
Dix ans de croissance
internationale
Yu-Gi-Oh! a acquis une notoriété mondiale
dans 3 domaines principalement : TV, jeu
vidéo et cartes à collectionner. Le cumul
des 3 séries re p ré s e n te 545 épisodes
diffusés dans 80 pays, Konami a vendu 25
millions de jeux vidéo et les cartes sont
éditées en 7 langues pour 51 pays par
Konami également, qui en a vendu 22.5
milliards dans le mode. Elles sont dans le
Top 3 des jeux de cartes en Allemagne, UK,
16
Kazachok Licensing Mag'
France et Italie.
Au total, Yu-Gi-Oh! a généré $5 milliards de
ventes retail depuis 2001.
En Fra n ce, plusieurs
épisodes deYu - G i - O h !
sont diffusés chaque jour
de la semaine sur Canal
J, et Yu-Gi-Oh! 5D’s est
sur AB1 le samedi. La
sé ri e est éga le m e n t
présente dans les
p rin c ip a u x m a rc h é s
européens : UK
(Nickelodeon), Allemagne
(RTL2 et Tele 5) et Italie
(Italia 1). Cette visibilité
e st re n fo rcée par le s
tournois de cartes
organisés chaque année au niveau local,
régional, national et international.
Célébration du 10ème
anniversaire
Le principal évènement sera la sortie au
cinéma d’un film 3D dans les principaux
pays européens au 1er trimest re 2011,
soutenue par d’importantes campagnes
trade et BtoC.
Il y aura également des opérations web, des
mises en avant lo rs des évè n e m e n t s
Konami, et des jeux-co n co u rs dans
différents magazines et sites internet. Le
DVD sortira quelques semaines après le
film et contiendra une carte à collectionner.
Le site Yu-Gi-Oh! – www.yugioh.com –
retrace ces 10 dernières années en incluant
chaque facette de la propriété : TV, cartes,
jouets, jeux vidéo, publishing et produits
dérivés. Et une nouvelle série, lancée au
printemps au Japon, arrivera dans le reste
du monde cet automne !
V.G.
Janvier - Mars 11
Yu-Gi-Oh! celebrates
its 10 th A n n i ve r s a r y
In 2011, Yu-Gi-Oh! will ce le b ra te its 10th
A n n i ve rsary in Europe and the US and 4Kids
Ente r tainment is planning a ce lebration of the
franchise that is set to both delight existing fans
and attract new ones.
The Yu-Gi-Oh! manga was created in Japan by Kazuki
Takahashi in 1996. In 1998, a TV series debuted in
Japan and was followed by a trading card game (TCG).
In 2001 the TV series, TCG and a toy range were
launched in the US, with a worldwide re le a s e
following in 2002.
The original plot featured Yugi and his best friends
Joey, Tristan and Tea, who all share a love for the
game Duel Monsters! In this card-battling game,
players pit different mystical creatures against one
another in magical duels! Yu-Gi-Oh! has been
reinventing itself ever since, with Yu-Gi-Oh! GX and
then Yu-Gi-Oh! 5D’s.
Ten years of international growth
Over the last ten years, Yu-Gi-Oh! has become very
famous acro ss the world, larg e ly thanks to its
strength in three particular sectors – TV, video games
and TCGs. The combined total of the three TV series
now represent 545 episodes, which are airing in 80
countries, while Konami has sold 25 million video
games worldwide and the TCG, also from Konami had
over 22.5 billion cards sold worldwide. The game
ranks in the Top 3 performing TCGs in Germany, UK,
France and Italy.
In total, Yu-Gi-Oh! has generated nearly $5 billion at
retail since 2001. In France, Yu-Gi-Oh! airs on Canal J,
and Yu-Gi-Oh! 5D’s airs on AB1. It is also broadcast
across all other major European markets – on
Nickelodeon in the UK, RTL2 and Tele 5 in Germany
and Italia 1 in Italy. This visibility is boosted by TCG
tournaments that are organised each year.
Celebration of the 10th Anniversary
The most important event will be the theatrica l
release of a 3D movie in key European markets in Q1
2011. There will also be online promotions, displays
and leaflets at Konami organised play events, and the
chance to enter competitions to win tickets to the
movie through kids’ magazines and websites. The
DVD will be released a few weeks after the film’s
release and will feature a free on-pack trading card.
A Yu-Gi-Oh! website – www.yugioh.com – has also
recently launched, including TV, TCGs, toys, video
games, publishing and licensed products. A brand
new series is also set to launch in Japan in the spring
followed by the rest of the world from the autumn
onwards.
V.G.
focus propriété
property focus
France
Le Dino Train
Un “Jurassic Park pour enfants” sur France 5 !
Après avoir conquis les Etats-Unis, les aventures du Dino Train
sont arrivées sur France 5 le 28 juin dernier. Deux épisodes de la
série sont actuellement diffusés du lundi au samedi dans Ludo
Zouzous. Produite par le studio Jim Henson (1, Rue Sésame, Le
Muppet Show, Sid le Petit Scientifique, également sur France 5),
la série en 3D de 80 x 13’ s’adresse aux enfants de 3 à 6 ans.
Craig Bartlett, le créateur de Hé
Arnold !, décide de s’entourer de
paléontologues, scientifiques et
experts de la petite enfance pour emmener
les 3-6 dans un unive rs exotique. Cette
série est régulièrement diffusée sur
France 5 et réalise de très bons
scores en semaine et le samedi
matin.
>
Des valeurs sociales et
une dimension
éducative dans
chaque épisode
Samy est un tyra n n o s a u re
curieux qui, bien que prudent, va
t ra ve rser un monde pré h i sto r i q u e
fascinant. A bord du Dino Train, il
re n co n t re d’autres espèces de
dinosaures et explore sa planète,
e n co u rageant ainsi les jeunes
t é l é s p e c ta te u rs à observer et
comprendre leur propre
monde.
Diffusée depuis octobre 2009
sur PBS Kids aux Etats-Unis, le
Dino Train est régulièrement n°1
des séries preschool toutes
chaînes confondues.
Un programme de licences
bien lancé
Le Dino Train s’adresse à une cible mixte
préscolaire et plaît aux parents. Il a déjà
conquis plus de 25 licenciés américains.
Son Master Toy mondial Learning Curve a
rencontré un vif succès aux Etats-Unis sur
l’ensemble de sa gamme notamment chez
Toys’R’Us et Walmart, qui multiplient les
exclusivités en attendant l’arrivée des
nouvelles “interaction figures”. Celles-ci
sont actuellement en développement chez
L earni ng C ur ve qui prévo it leur
commercialisation pour la fin 2011, début
de diffusion de la seconde saison aux EtatsUnis. En France, le mastertoy sortira au
printemps 2011 une série de tra i n s ,
des figurines à collectionner et des
peluches, et à l’été 2011
des figurines inte ra c t i ve s
qui utilisent la
te c h n o logie Smart
Talk, permettant aux
p e rsonnages de se
reconnaître, de se parler
et d’interagir.
Mega
B ra n d s
p ré p a re pour ce t te même
année une gamme de jouets de
construction et Uncle Milton
des jeux scientifiques pour
2012. De plus, les premiers
livres Dino Train, fruit d'un
p a r tenariat entre Gallimard
Jeunesse et France Télévisions
Distribution, sortiront dès le
printemps 2011 sous le
label GJ Éditions, qui
publiera 15 titres par an (co m p re n a n t
albums, livres d'activités et livre s
documentaires). Courant 2011, Belltex
s o r t i r a d u l i n g e d e l i t e t AT M d e s
accessoires. En 2012, TV Mania lancera du
textile et Bagtro t ter du back-to - s c h o o l .
D ' a u t res secte u rs comme les jeux de
p l a teau sont en co u rs sont en cours de
négociation par l'a gent GaumontAlphanim, qui représente cette propriété en
France. Samy et ses copains du Dino Train
n’ont pas fini de faire parler d’eux!
T.W.
Dinosaur Train: A Jurassic Park
for kids now on France 5!
A f ter taking the US by storm the adventures of
Dinosaur Train arrived on France 5 last 28th of
June. Two episodes of the series are currently
running from Monday to Saturd a y. Studio Jim
Henson (Sesame Street) produced the 3D series
(80 x 13’) that targets children 3 to 6 years old.
Craig Bartlett, who created Hey Arnold! decided to
call on paleontologists and child experts to enable
c h i l d ren to discover nature and pale o n to lo g y
through such values as friendship and manners.
The series already reached 3 rd b e st rating fo r
children’s programs on France 5.
Socialization values and
an educational dimension
in each story
Samy is a curious yet cautious Tyrannosaur that
t ra vels through a fascinating pre - h i sto r i ca l
environment. He meets other species of dinosaurs on
Dinosaur Train and explores the planet.
Dinosaur Train has been running since October on
PBS Kids in the US and has regularly been n°1 for
preschool series, all channels included.
The licensing program
is doing very well
Dinosaur Train targets a coed preschool audience and
parents appreciate the pro g ram. It has already
interested over 25 American licensees. The worldwide
M a ster Toy Learning Curve has been extremely
successful in the US. In France, the Mastertoy will
launch a collection of trains, collection figurines and
soft toys by the spring of 2011 before marketing a
collection of interactive figurines that include the
Smart Talk technology that enables the characters to
re cognize each other, talk and inte ract for the
summer of 2011. Mega Brands is preparing for the
same year a line of construction toys whereas Uncle
M i l ton will launch scientific games in 2012.
Furthermore Dinosaur Train will be ava i l a b le as
publishing thanks to GJ Editions (the brand by
G a l l i m a rd Jeunesse and Fra n ce Télév i s i o n s
Distribution). In 2011, Belltex will offer bed linen and
ATM acce ssories. In 2012, TV Mania will launch
a p p a rel and Bagtro t ter back-to-school. Other
ca tegories such as games are curre n t ly being
discussed.
T.W.
Kazachok Licensing Mag'
Janvier - Mars 11
17
focus propriété
property focus
France
Victorious
la nouvelle série des ados !
Véritable phénomène aux Etats-Unis depuis son
lancement en mars 2010, la nouvelle série live musicale
Victorious est arrivée en Europe fin 2010 sur Nickelodeon.
Victoria
Justice,
alias
Tori Vega dans la
série, est âgée
de 15 ans. Sa
sœur ainée Trina a
toujours été LA star
de la famille. Mais
Tori aussi a du talent :
c’est une chanteuse,
danseuse et actrice.
Elle intègre une école
d’art dramatique,
Hollywood Arts, où elle se
fait de nouveaux amis,
mais aussi des ennemis.
>
Victorious, the new teen series!
Une série aux
airs pop
Victorious est une série live imaginée par
Dan Schneider, le cré a teur de Dra ke &
Josh, iCarly et Zoey 101, pour Nickelodeon.
Composée de 30 épisodes de 20 minutes,
elle s’adre sse aux 7-14 ans qui font de
l’héroïne Tori Vega leur nouveau modèle.
Aux Etats-Unis, la série a été lancée le 27
mars 2010 sur Nickelodeon, où la première
diffusion a battu des records d’audience sur
les chaînes câblées. Au Royaume-Uni,
l’avant-première diffusée le 3 septembre
2010 a rassemblé plus de 247 000
téléspectateurs. Nickelodeon était
en tête des chaînes pour les 4-15
ans. Depuis novembre dernier, la
série est arrivée sur les chaînes
Nickelodeon en Europe, comme en
France, en Italie, en Espagne et au
Portugal, mais aussi dans le monde
entier : Australie, Corée, Amérique
Latine, Israël…
www.theslap.com. Les fans de la
série peuvent y re t ro u ver des
photos, vidéos, jeux, interviews
des acteurs. Par aille u rs, la
série a atteint les plus hauts
taux de téléchargements en
Avril 2010 sur iTu n e s .
V i c toria Just i ce a sorti
son premier s i n g le
intitulé
« M a ke I t
Shine ». Celuici a été téléchargé
137 023 fois en Juillet 2010 aux Etats-Unis.
De nouveaux épisodes sont en production.
En ce qui co n cerne l’ E u rope du sud,
Nickelodeon Consumer Products souhaite
laisser la série s’installer sur une chaîne
hertzienne, et développer des produits
d é r i vés à partir de l’ a u tomne 2011 ave c
notamment des secteurs clés comme le
tex t i le et le back-to-school. Un avenir
prometteur pour cette nouvelle star !
C.R.
Un potentiel en licence
Aux Etats-Unis, un site dédié à la
série a été mi s en pla ce s ur
18
Kazachok Licensing Mag'
The new live musical series Victorious quickly
became a real phenomenon in the US where it
launched in March 2010. It arrived in Europe end of
2010 on Nickelodeon.
Victoria Justice - Tori Vega in the series – is 15 years
old. Her older sister Trina has always been THE star in
the family. But Tori is talented also: she is a singer, a
dancer and an actress. Little does she know when she
is acce p ted at a performing arts school ca l le d
Hollywood Arts that she will make great friends as
well as fierce enemies there!
A pop series
Victorious is a live series imagined by Dan Schneider,
who created Drake & Josh, and Carly & Zoey 101, for
Nickelodeon. The 30x 20’ series targets 7 to 14 y.o.
who have chosen Tori Vega as their new role model. In
the US the series launched on March 27th 2010 on
Nickelodeon, and the first run broke records on cable
channels. In the UK the sneak preview on September
3 rd 2010 attra c ted over 247,000 viewe rs and
Nickelodeon was in front of the other channels for the
4 to 15 year old bracket. Since last November the
series has arrived on the European Nickelodeon
channels such as France, Italy, Spain and Portugal as
well as worldwide in Australia, Korea, Latin America,
Israel, etc.
Licensing potential
In the US a dedica ted we b s i te is ava i l a b le at
www.theslap.com. The series’ fans can find pictures,
videos, games, and inte r v i ews of the
actors. In April 2010 the series reached
top download scores on iTunes. Victoria
Justice came out with her first single
c a l le d « M a ke I t S h i n e » . I t w a s
downloaded 137,023 times in July 2010 in
t h e U S . N e w e p is od e s a re b e in g
produced. As far as Southern Europe,
Nickelodeon Consumer Products wants
the series to settle on a te r re st r i a l
channel, and start developing licensed
p roducts for fall 2011 in such key
categories as textile and back-to-school.
This new star ce r ta i n ly has a bright
future!
C.R.
Janvier - Mars 11
© 2011 Viacom International Inc. Tous droits réservés.
VICTORIOUS
La nouvelle série phare de
CONTACT :
cpfrance@mtvne.com
+33 1 70 94 94 94
interview
France
Propos recueillis par Virginie Goyenetche
Moïse
Kissous
Directeur Général
des éditions Jungle
Interview of Moïse Kissous,
GM of Editions Jungle
Après une longue expérience dans la communication au sein du groupe Publicis, Moïse
Kissous décide de se lancer dans l’édition. Il s’intéresse alors à la série Caméra Café et a l’idée
de l’adapter en BD. Pour ce projet, il fonde les Editions Jungle en juillet 2003 en partenariat
avec Casterman. La société a progressivement grandi, pour atteindre un chiffre d’affaires de
5 millions d’euros nets en 2010.
After a long experience in the field of communication
for the Publicis Group, Moïse Kissous decided to get
into publishing. He created Editions Jungle in July
2003 with partner Casterman. The company grew
steadily to reach 5 Million Euros sales after tax in
2010.
Kazachok: Pouvez-vous nous présenter
votre activité ?
Moïse Kissous : Notre société a réussi à
s’imposer comme le spécialiste de l’édition
de BD sous lice n ces. Nous sommes
p résents dans tous les réseaux de
distribution : hypermarchés, enseignes
c u l t u re l les, librairies… et tra va i l lo n s
p r i n c i p a lement autour de 2 axes : la
jeunesse (Totally Spies!, Bob
l’éponge, Les Pingouins de
M a d a g a s car) et l’humour
(Vie de Merde, South Park).
Outre la bande dessinée,
nous éditons également des
l i v re s d ’ a c t i v i t é a v e c
Spiderman et d’autre s
p e rs o n n a g e s M a r v e l ,
auxquels vient s’ a j o u te r
ce t te année Batman (DC
Comics).
Depuis 2 ans, nous éditons
également des créations
originales. Nous avons par
exemple sorti 3 Tomes de
“Girlz” qui se sont vendus à
10 000 exemplaires chacun
e t s’ ex p o r t e n t d a n s 6
pays européens. N o u s
envisageons même une adaptation TV…
Kazachok: Could you introduce your company to our
readers?
Moïse Kissous: Our company has established itself
as the specialist for licensed comic books. We are
present in all of the distribution circuits and we work
along two major lines : children’s books (To ta l ly
Spies!, SpongeBob) and humor (Vie de Merde - F my
Life; South Park). We also publish Spiderman activity
books as well as other Marvel characters and this
year we published a Batman book (DC Comics). Over
the last two years we also began publishing original
creations
Fo r i n s t a n ce w e
published three Girlz
books that sold
10,000 copies each
and were purchased
by 6 European
te r r i tories. We are
even considering a
TV version...
K.: What are yo u r
projects for 2011?
M.K.: This year we
will evidently
continue our
bestselling series: F
my Life, the
Simpsons (#1 selling
comic book in
France for the past 6
m o n t h s * ) , Ta r a
D u n can (launching
end of 2010). We
have novelties such
as High 5 Tony Parker, Sally Bollywood, and Scènes
de Ménage. We also signed a deal with éditions
Michel Lafon to develop a number of comic book
versions of works such as The Knights of Emerald (12
volumes – over 1 Million copies in print), Frenemies,
and Men are from Mars, Women are from Venus.
K.: What about your latest company called Ludétis?
M.K.: We created this new structure to publish
licensed travel guides for children. We began last
summer with a Scooby-Doo collection. 50,000 copies
of a Special version for ADP (Paris Airports) were
handed out in airports. We have other projects
underway with ADP and we are also conducting talks
with a number of leisure and tourism ventures.
K. : Quels sont vos projets en 2011 ?
M.K. : Cette année, nous allons bien sûr
continuer nos séries qui marchent le
mieux : Vie de merde, Les Simpson (1ère
série BD en France depuis 6 mois*, devant
Tintin et Astérix !), Tara Duncan (lancée fin
2010). Et nous aurons des nouveautés :
High 5 Tony Pa r ker, Sally Bolly wo o d ,
Scènes de Ménage.
Cependant, comme les licences
audiovisuelles à succès se font de plus en
20
Kazachok Licensing Mag'
plus rares, nous avons cherché d’autres
pistes de développement. Nous avons ainsi
conclu un accord cadre avec les éditions
Michel Lafon, nous permettant de
déve lopper plusieurs livres en BD : Les
Chevaliers d’Emeraude (12 tomes vendus à
plus d'un million d'exemplaires), Meilleures
Ennemies, Les Hommes viennent de Mars
les femmes viennent de Vénus.
K. : En quoi consiste votre nouvelle société
Ludétis ?
M.K. : Nous avons créé ce t te nouve l le
structure pour créer des guides de voyages
sous lice n ce à destination des enfants.
Nous avons débuté l’été dernier avec une
collection Scooby-Doo. Une version créée
en exclusivité pour ADP a été distribuée en
50 000 exemplaires dans les aéroports.
Nous avons d’autres projets avec ADP et
sommes également en discussion ave c
quelques sociétés spécialisées dans les
loisirs et le tourisme.
Janvier - Mars 11
* Source Gfk, toutes catégories (hors manga), avril-sept 2010
Source Gfk, all categories (except manga), April-Sept 2010
distribution
retail
France
Les panels licences
Quels indicateurs pour un marché multifacettes ?
Le marché des licences est un marché multifacettes, regroupant
une infinité d’entreprises de tailles différentes, ayant-droits, agents
et fabricants, opérant sur des dizaines de segments de marché,
distribués dans de multiples circuits de vente… Cet éparpillement ne
facilite pas l’analyse des marchés ! Néanmoins une offre panel
Les panels historiques
Le marché du jouet étant le pre m i e r
segment en valeur pour la licence (sauf
pour les cibles d’âge supérieures à 8 ou 10
ans), nous commencerons par présenter
les services de NPD : NPD est une société
américaine qui opère dans le monde entier,
et est leader sur les panels concernant le
jouet, proposant à la fois un panel
distributeur et un panel consommateur
( voir enca d ré pour les définitions aide
mémoire !).
Grâce à une base de données complète,
et une catégorisation mondiale, NPD
peut fournir des données agrégées au
niveau de l’Europe (9 pays), et faciliter
ainsi les co m p a raisons entre pays, ou
avec les Etats-Unis par exemple, ce qui
optimise le reporting dans les sociétés
existe, sur quelques segments de prédilection (jouets, culture), et
s’étendant plus récemment sur de nouveaux marchés comme le
textile par exemple. Nous vous proposons dans cet article une revue
des outils disponibles, des nouveautés et des projets, pour vous
guider dans le décryptage des offres !
internationales. NPD est par ailleurs le
seul pre sta ta i re à proposer à la fois un
panel distributeur et un panel
co n s o m m a teur avec des appro c h e s
co m p l é m e n ta i res : ve n tes au pro d u i t ,
hebdomadaires ou mensuelles pour le
panel dist r i b u te u rs, ex p lo ration du
co n tex te d’achat et des circuits de
distribution via le panel consommateurs.
La multitude des circuits de vente rend la
vision globale des marchés très difficile ! /
Multiple sales circuits make a global vision
of the market very difficult!
Les spécialistes textile, des enseignes encore peu ou pas
couvertes par les panels distributeurs ! / Textile specia lists are little or not yet taken into account by distribution
panels!
22
Kazachok Licensing Mag'
Janvier - Mars 11
Les projets NPD pour 2012 :
Fré d é r i q u e Tu t t n o u s
a n n o n ce l’ i n t é g ration des
c i rcuits online dans le
panel dist r i b u te u rs. De
plus, les données seront
a cce ss i b les à un nive a u
régional, afin de pouvo i r
affiner les plans d’action,
au niveau d’une équipe de
ve n te par exe m p le. En
e f fet, les régions sero n t
p e rs o n n a l i s a b les pour
chaque client.
Su r les m a rc hé s de l a
culture, GFK est
l’intervenant leader avec
un panel distributeur qui
Licensing panels: which indicators
for a multifaceted market?
The licensing market involves an infinite number of
different companies of all sizes that work for dozens
of market segments, with multiple distribution
circuits... This sca t tering doesn’t help market
analysis! However a panel offering does exist.
Historical panels
In terms of value the toy market
is th e le adin g se gment fo r
licensing (except targets above 8
or 10 y.o.), thus we will start by
introducing the services provided
by NPD: NPD is an America n
company operating worldwide
and the leader for toy panels. It
offers a distribution panel and a
consumer panel.
NPD can provide aggregated data
for Europe (9 countries), and thus
facilita te comparisons betwe e n
countries, which maximizes
reporting for inte r n a t i o n a l
ventures. Furthermore, NPD is
the only service provider that can
provide both a distribution panel
and a consumer panel with interacting approaches:
sales per product for the distribution panel, exploring
the buying environment and the distribution circuits
via the consumer panel.
NPD’s projects for 2012: Frédérique Tutt announced
the integration of online circuits in the distribution
panel. Furthermore, data will become accessible on a
regional level.
As far as cultural goods (publishing, video games,
DVD, music), GFK is the leader with its distribution
panel that benefits from maximum coverage. Using
this basis, over the past 2 years GFK has developed a
larger way of envisioning licensing in order to follow
the results of a property on all of the marke t
segments that the GFK panel encompasses (culture,
but also writing, eye glasses and luggage). In 2010
GFK launched a textile panel that includes hyper and
supermarkets as well as mail order). This new tool is
still being established with a coverage rate of 25% in
2010. Deals will be signed with the major textile
specialists to increase in representativeness.
distribution
retail
par Véronique Morel
France
NPD PANEL EPOS
NPD PANEL CONSOMMATEUR
GFK
CONSUMER PANEL
KIDZ GLOBAL
BRANDTRENDS
Type de panel / Kind of panel
Distributeur / Distributer
Consommateur / Consumer
Distributeur / Distributer
Consommateur / Consumer
Méthode de recueil des
données/ Method for
obtaining data
Sorties caisses / After paying
0nline
Sorties caisses / After paying
0nline
Segments couverts /
Segments covered
Jouet / Toys
Jouet / Toys
Culture (édition, jeux vidéos, Tous segments / All segments
DVD, musique), Ecriture,
bagagerie, optique, textile
Culture, writing, luggage, eye
glasses, textile
Circuits de distribution
couverts / Distribution circuits
covered
Hypers, spécialistes jouets, To u s c i r c u i t s - 1 0 0 % d e
internet - 70% de couverture
couverture / All circuits - 100%
Hypermarkets, toy stores, coverage
internet - 70% coverage
Périodicité de l’information /
Frequency of data
Mensuelle ou hebdomadaire
Monthly or weekly
3 x an en juin, septembre et Mensuelle (hebdomadaire pour Trimestrielle / Quarterly
décembre / 3 x year in June, le segment culture) / Monthly
September and December
(weekly for the cultural segment)
Type d’informations /
Kind of data
Ventes réelles, valeur, volume,
prix, distribution, au produit.
Résultats à la marque, au
segment, au fabricant, et par
c i rcuits / Real sales, value,
volume, price, distribution, per
product. Results per brand, per
segment, per manufacturer, per
distribution circuit.
Taille de marché, profil des
consommateurs et des utilisateurs
(sexe, âge, csp), contexte d’achat
(occasion, demande de l’enfant),
circuits de distribution fréquentés /
Market size, profile of buyers and
users (gender, age, SPC),
purchase reason (occasion, child’s
demand), distribution circuits
visited
Ventes réelles, valeur, volume,
prix, distribution, au produit.
Résultats à la marque, au
segment, au fabricant, et par
c i rcuits / Real sales, value,
volume, price, distribution, per
product. Results per brand, per
segment, per manufacturer, per
distribution circuit.
Résultats à la marque, notoriété
(spontanée, assistée), attitude
envers la marque, intentions
d’achat ; circuits de distribution
fréquentés / Results per brand,
recognition, (spontaneous,
assisted), attitude towards the
brand, purchase intentions;
distribution circuits visited
Usages / Use
Suivi des ventes au produit,
calcul de la demande,
comparaison des ventes entre
marques, recommandations
produits et prix, estimations de
potentiels de vente / Following
sales per product, calculating
demand, comparing
sales between brands,
recommendations for products
and prices, estimating sales
potential
Suivi de tendance, profils
consommateurs, résultats par
tranches d’âge, diagnostic et
recherche de causales, etc…
Following trends, buyer profiles,
results per age, diagnostic and
search of causal, etc.
Suivi des ventes au produit,
calcul de la demande,
comparaison des ventes entre
marques, recommandations
produits (prix), estimations de
potentiels de vente / Following
sales per product, calculating
demand, comparing
sales between brands,
recommendations for products
and prices, estimating sales
potential
Mesure de la popularité des
marques, selon les tranches
d’âge, et de l’attractivité de l’offre
produits. Opportunités
d’extension (produits ou circuits
de vente) / Measuring brand
popularity depending on age and
product offering attractiveness.
Extension opportunities
(products and sales circuits)
Principaux avantages /
Principal advantages
La référence pour les panels
jouets - Vision historique Comparaison entre pays (9 pays
en Europe, présence mondiale)
The reference for toy panels,
historical version. Comparison
between countries (9 European,
worldwide presence).
La référence pour les panels
jouets - Définition de profils de
c on s o m ma t e u r s - V i s i o n
historique - Comparaison entre
pays / The reference for toy
panels, definition of buyer
profiles. Historical vision Comparison between countries.
La référence pour les panels
culture - Vision historique
The reference for cultural goods
panels. Historical vision.
Vision complète des marchés et
de la distribution - Aspects
prospectifs - Implantation dans
5 pays majeurs (autres pays en
projet). / Global vision of markets
and distribution - Prospective
aspects - Established in 5 major
countries (others are being
considered).
Hypers et supers, vente à Tous circuits / All circuits
distance, spécialistes culture,
librairies… Plus de 80% de
couverture sur la partie culture,
25% sur le textile
Hyper and supermarkets, mail
o r d e r, outlets specialized in
cultural products, bookstores,
etc. Over 80% coverage for
cultural goods, 25% for textile
Kazachok Licensing Mag'
Janvier - Mars 11
23
distribution
retail
France
bénéficie d’une couve r t u re maximale .
S’appuyant sur cette base, GFK a développé
depuis 2 ans une vision licences plus large
permettant de suivre les résultats d’une
propriété au travers de tous les segments
de marché co u verts par le panel GFK
(culture mais aussi écriture, optique et
bagagerie). En 2010 GFK lançait son panel
textile couvrant les hypers et
supermarchés, et la vente à distance. Ce
nouveau panel est encore en lancement,
son taux de couverture est de 25% en 2010
et des accords doivent être signés avec les
grands spécialistes textiles pour gagner en
représentativité : selon Cécile Poulet, GFK
va pouvoir ainsi développer des analyses
plus précises notamment en ce qui
concerne les distinctions entre les rayons
textiles permanents (nuit, sous-vêtements
j o u r , c h a u ss a n t , b a g a g e ) , e t p l u s
s a i s o n n i e rs (vê tements de dess u s ,
chaussures, linge de maison), ainsi que
toutes les analyses portant sur la part des
licences dans les ventes.
Les produits promotionnels, une zone d’ombre dans les panels.
Promotions don’t appear in panels.
How users consider these surveys
Who uses panels such as NPD and GFK? Frédérique
Tutt for NPD explained how apart from toy
manufacturers, NPD works for major groups such as
Disney or Warner, who wish to identify the strengths
or weaknesses of their brands and understand the
profile of their clients.
However, many companies that make the licensing
market exist are small ventures with little financial
means. Thus, Patricia de Wilde, who represents the
brand new French Licensing Federation (Fédération
Française des Droits Dérivés or F2D2), deeply regrets
that many of the federation’s members aren’t able to
invest in such expensive surveys.
The second problem stems from the trade’s structure
with agents handling properties for rights owners: it
makes the investment decision more complex.
Therefore, the real economic weight of licensing on
the French market remains very difficult to evaluate,
even more so since many aren’t enthused about
UN CONTENU EXC LUSIF VOUS OUVRE LES
PORTES DE LA DISTRIBUTION !
Le point de vue des
utilisateurs sur les
applications de ces études
Qui sont les utilisateurs des panels NPD et
GFK ? du côté de NPD, outre les fabricants
de jouets, Frédérique Tutt ex p l i q u e
travailler avec de grands groupes comme
Disney ou Warner, qui cherchent à identifier
les fo rces et les fa i b le sses de le u rs
m a rques, cerner le profil de le u rs
consommateurs, expliquer les
p e r fo r m a n ce s d e s p ro p ri é t é s . E n
Angleterre par exemple, Hit Entertainment
s’ e st ainsi inte r rogé sur les pro f i l s
consommateurs de deux de ses propriétés
premier âge : Bob the Builder et Thomas,
afin de mieux positionner les deux
marques.
Cependant, les intervenants sur le marché
de la licence sont des entreprises de petite
taille, et disposant donc de faibles moyens
f i n a n c i e rs. Ainsi, Patricia de Wilde, qui
24
Kazachok Licensing Mag'
repré s e n te la toute nouvelle Fédération
Fra n çaise des Droits Dérivés (F2D2),
regre t te que beaucoup de ses membres
n’aient pas les moyens d’investir dans des
études de ce prix, qui re stent ainsi
ré s e r vées aux plus grands groupes. Le
second problème tient à la structure du
métier, où les agents gèrent des propriétés
pour le co m p te d’ayants droits : ce l a
complique la décision d’investissement, et
le pro ce ssus est plus simple pour le s
groupes intégrés, moins nombreux.
Du coup, le vrai poids économique de la
licence sur le marché français reste très
difficile à évaluer, d’autant que les acteurs
ne font pas toujours preuve d’une grande
motivation pour partager leurs chiffres et
leurs informations : ce n’est pas dans les
habitudes de ce marché, qui fonctionne
encore souvent de façon artisanale, et sur le
mode du secret.
Patricia De Wilde exprime ainsi les besoins
Janvier - Mars 11
Depuis 2009, Kid’Insto re est un outil original
apportant une vision qualitative de l’activité des
l i ce n ces dans tous les circuits de dist r i b u t i o n
(nouveautés produits et promotions).
Cette étude est disponible tous les 2 mois et est
basée sur une cinquantaine de visites magasins, et
couvre aussi bien les hypers, supers, spécialistes
jouets ou culture, circuits de restauration rapide et
sorties cinémas… De nombreuses photos et
i l l u st rations, assorties de co m m e n ta i res et
analyses, apportent aux ayants droits et agents un
é c l a i rage unique pour mieux co m p rendre le s
leviers utilisés par les propriétés auprès du trade,
b e n c h m a r ker la co n c u r re n ce, et identifier de
nombreuses pistes d’action.
A l’heure où les équipes sont de plus en plus
réduites et sous pression, c’est un précieux gain de
temps aussi bien pour l’analyse de l’activité hors
médias sur le territoire, la mise en œuvre des plans
marketing, sans oublier le reporting auprès des
structures internationales.
Kid’Instore est disponible sur abonnement annuel.
Kid’In Store: an exclusive key
to distribution!
Since 2009 Kid’Instore has provided an original
tool that offers a quality overview of licensing in all
of the distribution circuits.
The survey is available every 2 months based on
some 50 sto res visited. It enco m p a ss e s ,
hypermarkets, supermarkets, toy specialist s ,
cultural goods, fast food chains and out of the
movie polls, etc. When teams are getting smaller
it’s a great timesaver when it comes to analyzing
the non-media activity throughout a territory, the
unfolding of marketing plans, as well as reporting
on international ventures. Kid’Instore is available
by yearly subscription.
distribution
retail
France
du secteur en terme d’études pour le
marché de la licence : des panels couvrant
tous les circuits et les marques de façon
large, le tout bien entendu, pour un coût
modéré.
Les nouveaux outils :
vers plus d’accessibilité ?
On le voit au travers de ces témoignages, le
besoin existe pour une vision globale du
marché de la licence, même si la réponse
e st co m p lexe : ainsi, il est très difficile
d’envisager de couvrir l’ e n s e m b le des
c i rcuits de distribution via des panels
distributeurs, car cela suppose d’obtenir
l’accord de toutes les enseignes concernées
qui doivent communiquer leurs ventes. De
même, ce r tains produits ne pourro n t
certainement jamais être inclus, comme les
produits promotionnels : comment le s
différencier des produits non porteurs de
promotion, puisqu’ils ont le même gencod ?
quasiment impossible… les panels sont
pour le moment parcellaires, comme le
regrette Patricia De Wilde.
Une nouve l le société d’études vient de
s’ i m p l a n ter en Fra n ce depuis quelques
semaines pour tenter de répondre à une
POUR EN SAVOIR PLUS !
GFK
Cécile Poulet, Directrice de Clientèle.
Cecile.poulet@gfk.com
KIDZ GLOBAL – BRAND TRENDS
Philippe Guinaudeau.
Philippe.guinaudeau@kidzglobal.com
NPD
Frédérique Tutt – Eurotoys Industry
Analyst – Frederique.Tutt@npd.com
KID'IN STORE
Véronique Morel
veronique@license-biz.fr
partie de ces problématiques : KIDZ
G LOBAL, déjà pré s e n te en Aust ra l i e ,
Allemagne, Royaume Uni et Japon, propose
un nouveau panel consommateur, BRAND
TRENDS. Philippe Guinaudeau, spécialiste
des panels et des marchés de la licence, qui
développe ce service, nous en explique le
principe : à tra ve rs des questionnaires
online auprès des enfants, BRAND TRENDS
identifie les marques et personnages les
plus attractifs du moment. Les données
suivies recouvrent la notoriété (sur plus de
140 propriétés), évaluent les attitudes des
e n fants et des mamans enve rs ce s
marques, mesurent la popularité et l’intérêt
pour les produits dérivés sur tous le s
segments de marché. Les données sont
disponibles par tranches d’âges (de 0 à 14
ans), tous les trois mois. BRAND TRENDS
permet également d’établir un profil des
co n s o m m a te u rs, ainsi que des non
consommate u rs. Les ré s u l tats ne sont
cependant pas disponibles au niveau du
produit. L’intérêt de l’outil est de proposer
une solution glo b a le, puisque le panel
consommateur peut couvrir l’ensemble des
segments de marché et des circuits de
distribution, pour un coût modéré.
PANEL DISTRIBUTEURS
échantillon permanent et
représentatif des distributeurs
du commerce de détail dans
lequel on réalise des
observations portant sur les
ventes en nombre d’unités, les
prix, etc…
Distributor panels =
permanent and representative
sample of retail distributors
used to scan sales by number
of units, prices, etc.
New tools: towards more
availability?
It is very difficult to envision covering all of the
distribution circuits via distributor panels because
that involves getting the agreement of all concerned.
Another problem being that some products will
probably never be included in panels. For instance,
promotional products: how can they be differentiated
f rom the same product without a pro m o t i o n a l
packaging since they bear the same gencode?
A few weeks ago a new survey company opened an
office in France: KIDZ GLOBAL, already present in
Australia, Germany, the UK and Japan. They offer a
n ew consumer panel ca l led BRAND TRENDS.
Philippe Guinaudeau, an expert on panels and
licensing markets, is developing this service. He told
us how it works: by way of online surveys conducted
on children, BRAND TRENDS identifies the most
trendy brands and characters at the time. BRAND
TRENDS also can establish a profile of users and nonusers. However the results aren’t ava i l a b le per
product. The tool’s advantage lies in its global vision
s i n ce the consumer panel can cover all of the
market’s segments and distribution circuits, for a
moderate price.
PANEL CONSOMMATEURS
échantillon représentatif de
consommateurs, que l’on
interroge régulièrement sur
leurs achats. Les panels
consommateurs couvrent 100%
des circuits de distribution.
Consumer panels =
representative sample of
buyers that are regularly
surveyed as far as their
purchases. The consumer
panels cover 100% of
distribution circuits.
Conclusion
Le marché de la licence est en
phase de structuration, et gagne
p r o g r e s s i vement en maturité. Il
reste cependant de nombreux
aspects à défricher en ce qui
concerne les études et les panels.
Les outils existants, NPD et GFK, ont
fait leurs preuves et apportent des
solutions complètes et
sharing data and results.
Patricia De Wilde explained how the French licensing
market would need panels that encompass all the
distribution circuits and brands in general for a
moderate price.
TAUX DE COUVERTURE
c’est le % du marché couvert
par le panel considéré. Pour
un panel distributeurs, un taux
de couverture de 70% est déjà
très satisfaisant.
Level of coverage = the % of
the market covered by the
panel. For a distributor panel a
level of 70% of coverage is
already considered very
satisfactory.
Conclusion
performances sur leurs marchés de
prédilection, jouet ou culture. De
nouveaux intervenants viennent
compléter ces offres et apportent
des solutions globales qui peuvent
répondre à de nombreux besoins
pour des budgets modérés. Un
signe de dynamisme bienve n u
pour les années à venir !
The licensing market is in a structuring phase and
is maturing. However, there still are numerous
aspects that need to be defined as far as surveys
and panels. The existing tools, NPD and GFK, have
proven their usefulness and provide global as well
as performing solutions for their specific markets
– toys and cultural goods. Newco m e rs are
complementing these tools by offering glo b a l
solutions that can answer many demands fo r
modera te budgets. Definitely a welcome sign of
dynamics for the coming years!
Kazachok Licensing Mag'
Janvier - Mars 11
25
m
a
r
q
u
e
s et
design
brands
and d
e
s
i
g
n
France
Propos recueillis par V. G. / Interviewed by V. G.
Olivier
Lapidus
Couturier
et
Designer
Olivier
Lapidus,
dont
le
père
fonda
la
Maison
éponyme
dans
les
années
60
(Te
d
Lapidus)
est
très
tôt
immergé
dans
le
domaine
de
la
mode.
En
1982,
il
est
diplômé
de
la
Chambre
Syndicale
de
la
Haute
Couture
parisienne
et
en
1989,
il
devient
Grand
Couturier.
Créateur
indépendant
depuis
l’année
2000
il
a
aussi
conçu
des
petites
collections
de
«
luxe
accessible
»
comme
des
costumes
haut-de-gamme
avec
Carrefour,
qui
ont
rencontré
un
vif
succès
entre
2005
et
2009.
Kazachok : Quels sont vos projets dans le
domaine de la couture et du design ?
Olivier Lapidus : Je viens de lancer une
nouvelle collection de prêt-à-porter pour
l’ a u to m n e - h i ver 2010/2011 : Lapidus
V i n tage en hommage à la mode des
années 60 de la Maison Lapidus. Une
gamme pour hommes est à venir en
association avec un partenaire Français.
Il s’agit de pièces en édition limitée
vendues dans très peu de magasins :
environ 10 points de vente dans le monde
(Maria Luisa et son espace du Printemps
en France, exclusivité chez Barney’s aux
US, pré s e n ce au Japon et en Russ i e ) .
D’autre part, je conçois actuellement un
hôtel, Le Félicien, qui ouvrira en 2012 à
Paris, ainsi qu’un projet de yacht pour le
groupe Simon. Depuis peu, je tra va i l le
é g a lement avec les Maisons Lignal,
fabricant de maisons en bois, et un groupe
français pour des meubles de jardin.
K. : Comment mêlez-vous technologie et
création ?
O.L. : Comme de nombreux couturiers
modernes, je suis passionné par
l’ i n n ovation. Nous avons désormais des
outils informatiques qui nous permettent
d’acc ro î t re nos capacités de création.
Dans mes travaux de design, j’essaie ainsi
d’associer le savo i r - faire du textile à la
26
Kazachok Licensing Mag'
technologie. Par exe m p le, j’ai imaginé
pour les Maisons Lignal un matériau
a yant l’ a p p a re n ce du bois mais une
s e n s a t i on a u to u c h e r
identique au textile
( ve lo u rs, satin ou cuir).
Pour un un yacht
j’imagine des solutions
i n n ova n tes comme des
murs en fibres optiques
que nous étions les
pre m i e rs à tisser avec le
Groupe Lyonnais “Brochier
technologie” en 1998.
K. : Comment vous
développez-vous en
licence ?
O.L. : Mon programme de
l i ce n ce s e s t g é ré p a r
Sophie Moreau, de l’ a g e n ce Les Fées
Existent. En plus des différents produits
sur lesquels je tra va i l le actuellement,
l’idée est de décliner en produits dérivés
toutes les catégories d’ameuble m e n t d é co ration intérieure que je développe
pour l’hôtel. Par exemple, nous sommes
déjà sur le point de signer avec un
fabricant de tapis et moquettes. D’autres
d i s c u ssions sont en co u rs avec des
fa b r i cants de meubles, baignoire s ,
rideaux…
Janvier - Mars 11
Olivier
Lapidus
Fashion
Designer
and
Designer
Olivier
Lapidus,
whose
father
created
Te
d
Lapidus
in
the
1960s,
was
immersed
in
fashion
from
a
very
young
age.
In
1982
he
graduated
from
the
Chambre
Syndicale
de
la
Haute
Couture
in
Pa
r
i
s
and
i n
1989
he
became
Grand
Couturier.
Since
2000
he
has
been
an
independent
designer
and
has
created
accessible
luxury
collections
as
well
as
quality
suits
for
Carrefour
that
were
very
successful
between
2005
and
2009.
Kazachok: What are your fashion and
design projects?
Olivier Lapidus: I just launched a new
ready-to - wear collection for fall/winter
2010/2011 and a range for men with a
French partner is in the making. It will be a
series of limited editions sold in very few
outlets. Furthermore I am working on a
hotel called Le Félicien, scheduled to open in Paris in
2012. I am also working on a yacht for the Groupe
Simon. Not very long ago I began working with
Maisons Lignal, a wooden house manufacturer, and
finally a French group of garden furniture.
K.: How do you blend technology and creation?
O.L.: As far as design I try to associate my textile
expertise and technology. For instance for Maisons
Lignal I imagined a material that looks like wood but
feels like fabric (satin, leather or velvet). For a yacht I
imagine novel solutions such as walls in fiber optic
that we were the first to weave back in 1998 with the
Lyon based company Brochier Technologie.
K.: How do you develop your licensing programs ?
O.L.: My licensing activities are managed by Sophie
Moreau, at the agency Les Fées Existent. On top of
the diffe rent products I am working on at the
moment, the idea is to develop a licensed collection
of all the furniture and deco ration items I am
developing for the hotel. For example we are about
to sign a deal with a carpet and rug manufacturer.
Other talks are being conducted with furniture,
bathtub and curtain manufacture rs among other
categories.
m
a
r
q
u
e
s et
design
brands
and d
e
s
i
g
n
France
La
Totoche
fait
son
come
back
!
Hit
dans
les
années
90,
La
Totoche
revient
en
force
en
2011
:
gaie,
fun
et
surfant
s ur
l a
t endance
vintage,
c ette
m arque
r enaît
a vec
u n
p rogramme
géré
par
LT
L
i
c
e
n
s
i
n
g
.
Il y a une vingtaine d’année, ces
tétines en plastique inondaient
les co u rs d e ré c ré : de
différentes tailles et de toutes les couleurs,
les fillettes (et même certains garçons) les
portaient en pendentif, sur leur trousse, en
p o r te-clés, aux lacets des baske t s …
Collectionnées et échangées, ces totoches
sont l’un des symboles des années 90.
>
Stratégie
licence
La To toche s’adre sse aux
jeunes filles entre 12 et 25
ans, avec un cœur de cible
12-17, mais peut également
toucher une cible
nostalgique plus âgée. Elle
se décline en trois thèmes :
“girly et paillettes”, “love” et
“tendance” avec un design
plus urbain et branché. LTLicensing mettra
en place différe n tes actions marke t i n g
visant à faire co n n a î t re La To toche aux
jeunes filles : marketing “viral”, partenariat
presse, égérie portant les produits… Une
communication évènementielle comme de
l’échantillonnage dans les boîtes de nuit,
une tournée des plages, organisation de
jeux concours sont également envisagés.
(lancement du produit emblématique /
d’origine + nouveaux produits portant le
logo)
Des
licenciés
déjà
positionnés
Le spécialiste du textile enfant-ado Stone
Kids lance une collection textile jour et nuit
aux couleurs de La Totoche. Des Tee-shirts
sont d’ores et déjà disponibles depuis
décembre chez Cache-Cache.
Prochainement, sweats, tuniques, joggings
mais aussi pyjamas et nuisettes seront
commercialisés en grande distribution et
boutiques spécialisées. D’autre part, la
société Polyflame lancera sa collection de
porte-clés, briquets et cendriers qui seront
vendus dans les réseaux tabac-presse les
semaines à venir. De son côté, Only License
commercialisera dans toute la distribution
(grande distribution, magasins spécialisés,
boutiques cadeaux, points presse...) une
The
return
of
La
Totoche!
A
hit
in
the
1990s
La
Totoche
will
be
making
its
comeback
in
2011:
amusing,
fun
and
in
synch
with
the
vintage
trend,
the
brand
is
being
relaunched.
LTLicensing
is
handling
the
licensing
program.
About twenty years ago these small plastic pacifiers
we re all over playgrounds: they came in all sizes
and colors, girls (and sometimes boys) wore them
around their neck, or decorated their pencil cases,
backpacks, key-rings or sneakers with them. They
we re collected and exchanged and symbolize the
1990s.
Licensing
strategy
gamme de bijoux fantaisie comprenant La
Totoche en pendentif, bracelet...dès le mois
d'avril 2011. A partir de mai-juin il lancera
é g a lement sur ce même réseau, une
collection de maroquinerie fantaisie (sacs
shopping, besaces) et
d'accessoires pour mobiles tels
que charms ou housses pour
mobiles. Enfin, le spécialiste de
bagagerie scolaire SchoolPack
lancera une gamme complète pour
la rentrée des classes 2012. La
Totoche fait un vrai come back !
C.R.
La Totoche targets girls between 12 and25 years old
with a core target of 12 to 17 year olds, although it
might ex tend to an older nostalgic population. It
comes in 3 versions: Girly and Glittery, Love and
Trendy, which has a more urban and hype design.
LT L i censing will conduct diffe rent marke t i n g
operations to promote La Totoche and have young
g i r l s d i s c o v e r i t : v i r a l m a r ke t i n g , P re s s
partnerships, famous people wearing it,
etc. Onsite communication such as
gifts in nightclubs, beach tours and
contests are also being considered.
Licensees
have
already
positioned
themselves
Child-teen textile specialist Stone Kids
is launching a night and day La Totoche
collection. Tee shirts are available since
December at Cache-Cache. Soon coming in
l a rg e - s ca le distr ibu tion ou tlets or
specialized stores will be sweatshirts, tops,
jogging pants and pajamas or nightgowns.
Fu r t h e r m o re, over the next few weeks
Polyflame will market a collection of key rings,
lighters and ashtrays in tobacco/newsstand
co r n e rs. By April 2011 Only License will
market a range of fantasy jewelry in larges ca le distribution circuits. Then in
May/June they will launch a collection of
fantasy bags (shopping bags, shoulder bags)
and mobile phone acce ssories such as
trinkets or cases. Finally school backpack
specialist will have an entire range ready for
b a c k - to-school 2012. La To toche is
definitely back!
C.R.
Kazachok Licensing Mag'
Janvier - Mars 11
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France
L’univers du jouet
à Noël 2011
3 milliards d’euros de chiffres d’affaires, premier
marché en Europe, le secteur du jouet est capital dans
le domaine de la licence. Enquête sur les propriétés et
les produits phares de Noël 2011.
Noël 2010 vient juste de se
terminer et autant commencer
par les bonnes nouvelles, il ne
s’annonce pas trop mauvais. NPD prévoyait
même que ce serait le Noël le plus fort
depuis 2002, avec au moins 10% de
c ro i s s a n ce p a r r a p p o r t à l’ a n n é e
p récé d e n te. Certes, la crise n’est pas
encore finie, et la plupart des Français (53%
d’entre eux en novembre 2010) prévoyaient
de réduire leur budget Noël. Cependant,
comme le dit Jackie Pellieux directeur de
JouéClub « Les gens retro u vent l’envie
d’acheter ». Un point de vue que confirme
Dominique Jullien, directeur marketing de
Toy’s R US : « Nos clients nous disent qu’ils
vont encore se priver pour leurs enfants. »
De ce fait, le budget Noël des familles pour
>
2010 devait se situer autour des 220 euros,
soit un ou deux euros de plus que l’an
dernier. Une petite éclaircie qui n’a peutê t re l’air de rien, mais qui, au bout du
co m p te, peut faire beaucoup… Alo rs, à
quelles licences ou quels produits profite
déjà ou pro f i te ra en 2011 ce t te petite
embellie ?
Jouet Dragon Ball Z / Toy (Bandai)
Peluche Grand Galop /
The Saddle Club plush (Jemini)
Toys for Christmas 2011
The toy market represents 3 Billion Euros worth
of sales: it is the leading European market and
therefore, it is evidently of utmost importance for
licensing. Here is a report on the key properties
and products that will dazzle Christmas 2011!
Christmas 2010 is just behind
us and we might as well
start with some good
n ews: it looks
l i ke it was
p r e t t y
s a t i s fa c to r y.
NPD had even
fo reseen that it
would be the best
C h r i stmas since
2002, with an increase
of at least 10% versus the
year prior. Indeed, the economic crisis is far from over
and most French people (53% in November 2010)
were planning on cutting down on their Christmas
budget. However, as the director of JouéClub Jackie
Pellieux stated: «People are starting to feel like buying
again.» So then, what properties or products are
already benefiting - or should benefit in 2011 - from
this small breath of fresh air?
For 2010, D. Jullien was optimistic about «miniature
toys that are cheap and part of a collection.» The
leading products were evidently Giochi Preziosi’s Zhu
Zhu Pets, a huge hit during Christmas 2010 that
should continue to do very well next year. Hasbro
immediately followed up with the Furry Frenzies that
are also performing very satisfactorily. More animals
with Saddle Club that is continuing to enthuse little
girls who love horses and relate with the series’ stars.
Patricia de Wilde, Marathon’s Licensing Director and
S a d d le Club’s agent for Europe, explained: «
Christmas 2010 was the ideal moment to launch the
range of toys including soft toys (some were sold out),
board games, puzzles and video games. Christmas
2011 will be perfect to introduce new soft toys and
figurines, different play-sets, card games and our big
novelty: a range of art and crafts/creative activities for
which we have great expectations.»
Creative activities and electronics
are in!
The re n ewed inte re st in cre a t i ve activities is a
tendency confirmed by a number of manufacturers.
«These products are really enjoying a sales increase,
asce r tained Christophe Drevet, Bandai’s GM. He
28
Kazachok Licensing Mag'
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France
Pour 2010, D. Jullien pariait sur « Les jouets
mini, pas chers et qui se collectionnent. »
Au premier rang desquels on trouve, bien
e n tendu, les Zhu Zhu Pets de Giochi
Preziosi, véritable phénomène de Noël 2010
qui dev rait se pours u i v re l’an prochain.
Hasbro leur a immédiatement emboîté le
pas avec les Furry Frenzies et remporte un
franc succès, avec sa gamme plus grosse,
les Fur Real. Des animaux qui miaulent, se
promènent et ressemblent à des vrais.
Toujours du côté des animaux, la passion
des petites filles pour les chevaux et les
cavalières de Grand Galop ne se dément
pas. Comme l’explique Patricia de Wilde,
Directrice des Licences de Marathon Media,
agent européen sur ce t te marque :
« Courant 2010, on a vu le lancement de la
gamme jouets avec des peluches (dont
certaines ont été en rupture de stock), des
jeux de société, des puzzles et les jeux
vidéos. Le Permanent 2011 verra l’arrivée
d’une gamme de loisirs créatifs, une grande
n o u veauté, suivi d’un ord i n a teur sous
licence, de plays-sets et d’un jeu de cartes à
j o u e r. Noël 2011 ve r ra l’apparition de
nouvelles peluches et tous ces jeux et jouets
devraient avoir un très beau succès ! ».
Les activités manuelles et
l’électronique ont le vent en
poupe !
La montée des activités manuelles ? C’est
clairement une tendance confirmée par
plusieurs fa b r i cants. « Il y a une vraie
c ro i ss a n ce sur ces produits co n f i r m e
Christophe Drevet, directeur général de
Bandai « et elle est due à la qualité des
d éve loppements produits de tous le s
fabricants ». Il a lui-même été surpris par le
succès de sa gamme Harumika, de petits
mannequins à habiller de tissus : « On a
vendu 70 000 boîtes l’an dernier et pour
Noël 2010 on tablait sur 200 000 boîtes,
c’est colossal, c’est la première vente de
jouets Arts and crafts en France ! C’est du
niveau des poupées mannequins. Je pense
que ça montre que les enfants
d’aujourd’hui, si modernes soient-ils ont
encore besoin de manipuler les choses. Le
succès de la gamme est amplifié par le site
internet, Harumika. fr qui est devenu une
véritable communauté avec près de 50 000
abonnés.». Pas étonnant vu la montée en
puissance des smartphones cette année
dès l’entrée au collège ! Est-ce à dire pour
autant que les jouets électroniques aussi
Un nouvel acteur : Ankama Products
Alors qu’Ankama Products était déjà Master Toy Jouets et Peluches sur ses marques
DOFUS et Wakfu, la société roubaisienne poursuit sur sa lancée et lance une gamme
Playset PopPixie (Bandai)
himself was surprised by the succe ss of the
Harumika range of little models to dress with fabric:
«I think it shows that however modern kids may be
today, they still need to really touching things.»
What about electronics? Stéphane Azoulai, director of
Lansay still feels that «Electronics are indeed doing
well, but that’s nothing new.» Bandai had the same
analysis: «Electronics have been established for years
now, however they are more of a means of creating
n ovel toys than anything else and that’s just not
enough.» Was the little electronic touch responsible
for Monopoly becoming of interest again? In any case
board games are making a comeback. That’s also
true of electric guita rs and video ca m e ras. Eve n
Mattel went down that road for Christmas 2010 with
their Barbie Video Girl. Americans are expecting kid
versions of touchpads to create a tidal wave during
Christmas 2011. Wait and see... One thing is for sure:
next year we should be in for some fun with the return
of leading brands of the 1980s.
Leading heroes in 2011: some
newcomers and some oldies!
Star Wars, Pokémon and Power Rangers will be back
as well as Dragon Ball Z, Beyblade and Ben 10!
«Power Rangers Samourai is the series’ 18th Season!»
announced C. Drevet at Bandai. «By back-to-school
complète de figurines. Destinés à la collection, au jeu ou au jeu de plateau, ces
produits couvrent les besoins des enfants comme ceux des joueurs, tels que ceux du
MMORPG Wakfu. Pour 2010 et 2011, Bandai assure, toujours pour les produits Wakfu,
la distribution et les aspects marketing et publicitaires grand public en France et
Benelux. Dans la foulée des produits lancés pour Noël 2010, Ankama Products et
Bandai proposeront en 2011, plusieurs gammes de figurines Wakfu sur tous les
réseaux de distribution, ainsi que des play sets et pets Wakfu pour la fin de l’année.
2011 it will be running on a French channel and we
will give Power Rangers the push they deserve.»
Pokémon will also come under focus with the release
next spring of Pokémon Black and White. «Each time
a new game is launched, the popularity of other
games surges because it introduces a brand new
generation of Pokémons, explained C. Drevet. When
the series airs on Gulli, the property will benefit from
exceptional exposure.» Last but not least, Dragon Ball
Z will celebrate its 20th birthday in 2011. It should also
be making a nice come back during Christmas 2011,
felt Céline Georges from TF1 Lice n ces who
a n n o u n ced that there already are 20 lice n s i n g
partners involved and the series will be available on
Game One. More about boys: over Christmas 2010 the
big return was Beyblade, the very trendy spin top, and
Kazachok Licensing Mag'
Janvier - Mars 11
29
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Beyblade
ont le vent en poupe ? Selon Stéphane
Azoulai, directeur de Lansay, « C’est vrai
que l’ é le c t ronique marche bien, mais
comme toujours. La radio-commande par
exemple a du succès, mais bon, ce n’est pas
une révolution ». Même son de cloche chez
Bandai : « L’électronique a pris sa place
depuis des années mais c’est plus un outil
pour faire des jouets innovants qu’autre
chose, ça ne suffit pas ». Est-ce le petit
plus électronique qui a remis le Monopoly
sur le devant de la scène ? En tout cas, on
constate un retour des jeux de société à
plateau. Idem pour les guitares électriques
et les caméras vidéo. Même Mattel s’y est
mis pour Noël 2010, avec l’arrivée de la
Barbie Vidéo Girl. Alors, l’électronique sertil seulement à améliorer de bons produits
ou créera t-il de vrais succès en 2011 ? Il
est peut-être encore un peu tôt pour le dire.
Mais il est clair que les América i n s
attendent un raz de marée sur les tablettes
tactiles adaptées aux enfants pour Noël
2011. A suivre, donc… Ce qui sera plus drôle
en revanche l’an prochain, c’est le retour en
fanfare des marques phares des années 80.
Les héros forts de 2011 : du
nouveau et du vieux…
Star Wars, Pokémon et les Power Rangers
seront de retour, ainsi que Dragon Ball Z,
B eyblade et Ben 10 ! « Power Rangers
Samourai est la 18ème saison de cette série !
C’est un grand retour aux sources, avec aux
commandes Haim Saban, le créateur des
Power Rangers ce qui devrait donner une
impulsion et une fraîcheur à la marque »
a n n o n ce C. Drevet de Bandai. « Dès la
rentrée 2011 ce sera diffusé sur une chaîne
nationale et nous donnerons aux Powe r
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Kazachok Licensing Mag'
R a n g e rs un push à le u r
mesure ».
Pokémon également,
qui a été une des
plus fortes licences
g a rç o n s d e c e s
de ux der ni ère s
décennies, devrait
a u ssi fa i re son
come-back, avec
la sortie au
printemps
p rochain des
nouveaux jeux
vidéos “Pokémon
Black and White”.
« A chaque nouvelle sortie de
jeu, on a un pic de popularité dans le s
jouets, parce que ça amène une nouvelle
génération de Pokémon 100 % inédits »
affirme C. Drevet. « Au Japon, ils ont déjà
vendu 2 millions de cartouches de ce jeu,
c’est un record ! Et a vec le passage sur
Gulli, on aura une actualité
exce p t i o n n e l le sur ce t te marque ».
Last but not least, Dragon Ball Z qui fêtera
son 20ème annive rs a i re en 2011 auss i
devrait faire un beau retour à Noël 2011,
comme l’annonce Céline Georges de TF1
Licences avec près « de 20 partenaires déjà
positionnés sur cette licence » et une
diffusion TV qui démarre sur Game One. Du
côté des garçons toujours, on notait à Noël
2010 le grand retour de Beyblade, la plus
mode des toupies, qui devrait encore être
présente l’an prochain. Dans le même
genre d’univers un peu manga, Ben 10, la
star des jouets en Angleterre continue de
ve n d re d e s qu an t i t és d e j o u et s
impressionnantes Outre-Manche. « C’est
un vé r i table phénomène chez eux, et en
Fra n ce, Ben 10 re ste quand même une
marque très solide pour nous. » affirme C.
Drevet. « La nouve l le saison “Ultimate
aliens” arrive en TV, et les ventes ont de
nouveau décollé en Grande-Bretagne donc
logiquement ça devrait aussi être le cas
chez nous !». Aliens ou monstres, même
combat, Gormiti devrait continuer sur sa
lancée en 2011, comme le confirme Patricia
de Wilde : « En 2011, nous aurons le
lancement de la 3ème saison de Gormiti, avec
une nouve l le co l lection co m p l è te de
figurines, des nouveaux personnages et de
nouveaux lieux que les garçons vont tous
vouloir avoir ».
Pour les filles, une nouvelle propriété de
Janvier - Mars 11
it should still be hot next year. In the same slightly
manga way, Ben 10 is selling humongous amounts
of toys across the Channel thanks to the new Season
Ultimate Aliens. Aliens or monsters, the challenge is
the same and Gormiti should continue developing in
2011, as Patricia de Wilde confirmed: «in 2011, we will
launch the Season 3 of Gormiti ».
For girls one of Mattel’s new properties should be hot:
M o n st e r H i g h . Fu r t h e r m o re , t h e le a d i n g
manufacturer will enlarge the Barbie collections that
are ever as appealing to little girls. There also is
PopPixie, handled by France Télévisions Distribution,
which seems to be becoming more prominent and
Bandai will be launching new items: figurines, minienvironments, dolls, etc.
For little ones: Babar, Noddy, Toy
Story, Spider-Man and Barbapapa
Small children properties are also enjoying a return of
old-timers and in 2011 Babar and Noddy will be paid a
lot of attention. « Babar will be 80 years old in 20112012 and there will be retrospective, 30 partnerships
and in store attractions » announced Céline Georges
at TF1 Licences. Lansay’s director Stéphane Azoulai
shares this enthusiasm: « we doubled our sales
figures for Noddy in 2010 and we’re coming out with a
new line of construction toys in 2011. » As far as
Barbapapa, it is also continuing to perfo r m
satisfactorily, noticed Céline Georges from TF1: «
Barbapapa’s birthday during Kidexpo represents 65
licensees and 100,000 visito rs.» Thierry Bertoux,
director of Jemini confirms that: « By Christmas
2010, we noticed important deve lopments fo r
Barbapapa in our category (soft toys and protections).
Saddle Club is triggering interest as well as Raving
Rabbids and we are confident about the new Barbie
and Maya the Bee lines.»
For little guys also Toy Story should be a winner this
year and although the effect of the film should
dwindle in 2011, everyone agrees that Buzz Lightyear
isn’t about ready to disappear from stores! Cars and
Spiderman are also continuing to
do very well. Marve l / D i s n ey
h as th e se c ret h o p e o f
getting
older
Spiderman fans
h o o ked on i ts n ew
property called
Avengers with the film
ex p e c ted in 2012.
Maya the Bee could
also be a hit in 2011.
It will be Planeta
J u n i o r ’s mai n
priority as Erick
Rouillé deta i led
for us: «We ’ re
going to have an
e n t i re range of
toys in a big
chain of toy
sto re s b e fo re
the series airs
on TV in 2012.
Figurines Gormiti (Giochi Preziosi)
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France
Mattel devrait s’imposer : Monster High. Ce
fa b r i cant majeur agra n d i ra de plus ses
collections Barbie, qui séduisent toujours
les petites filles. Et la licence PopPixie,
gérée par France Télévisions Distribution,
semble prendre de l’importance et Bandai
lancera de nouvelles références : figurines,
mini-univers, poupées…
Chez les petits : Babar, OuiOui, Toy Story, Spider-Man et
les Barbapapa
Chez les petits aussi, on assiste au retour
de plusieurs licences, avec notamment en
2011 une forte actualité sur Babar et OuiOui. « Babar fêtera ses 80 ans en 2011-2012
a vec une exposition ré t ro s p e c t i ve, 30
partenaires et des animations en magasin »
annonce Céline Georges de TF1 Licences.
Un optimisme partagé par Stéphane
Azoulai, directeur de Lansay. « Babar fait de
très bonnes audiences, plus de 30% de part
de marché ce qui est to u j o u rs trè s
e n co u rageant, nous avons une gamme
assez étendue de produits et la distribution
s e m b le intére ssée, donc j’ai beauco u p
d’espoir sur cette licence. Quant à Oui-Oui,
on a doublé notre chiffre d’affaires en 2010
sur cette propriété et on arrive avec une
nouvelle gamme de jeux de construction
pour 2011. » Du côté des Barbapapa, on
continue aussi les bonnes performances,
comme l’affirme Cél in e
Georges de TF1, « avec 65
licenciés et 100 000
v i s i t e u r s p ré s e n t s à
Kidexpo pour l’anniversaire
de Barbapapa ». Des propos
confirmés par Thierry Bertoux,
directeur de Jemini : « Dès
Noël 2010, dans notre
secteur (peluches/confection
rembourrée), on constatait un
énorme développement sur
Barbapapa. Ca marche bien
aussi sur la Panthère rose même
si j’ai un peu l’impression d’être le seul
(rires) et toujours Hello Kitty, T’choupi et
We’ve already signed 23 licensing deals, it’s a very
nice property that is pan-European, very modern,
3D and it has a very high recognition level.» Classics
such as Scooby-Doo and Garfield should also do
well and everyone is waiting to see if a new property
emerges in the mini-environment category after
Littlest Petshop. «The girl market is very dynamic
but maybe slightly le ss open to licensing than
b e fo re» sta ted C. Drevet at
B a n d a i . I n an y ca se a s
Jackie Pellieux said
during the Deauville fair:
«we’re feeling a return of
c reativity on behalf of
m a n u fa c t u re rs.» One
thing is for sure: there won’t
be a hint of boredom in the
toy ca tegory during
Christmas 2011!
Lise Benkemoun
A newcomer:
Ankama Products
Ankama Products, which was
already the Master Toy for toys
Poupée PopPixie / Doll (Bandai)
Le marché du jouet traditionnel et la licence
dans le jouet peu sensibles à la crise en 2010….
Point de vue de Frédérique Tutt,
NPD Europe
Malgré la crise économique qui sév i t
e n co re da n s l a pl upa rt des pays
i n d u strialisés et para lyse ce r ta i n s
investissements et marchés de grande
consommation, il semblerait que le jouet
traditionnel continue de bien se porter
a vec un taux de croiss a n ce européen
avoisinant les 5% sur les neuf premiers
mois de l’année 2010. Le Royaume Uni
et l’Allemagne affichent les chiffres les
p l u s fo r ts à f i n S e p te m b re a ve c
respectivement 11% et 7%
d’augmentation du chiffre d’affa i re s
depuis le début de l’année. D’après la
société d’études NPD, le marché du jouet
p ro u ve en effet une fois de plus sa
résistance et son dynamisme grâce à des
lancements forts de nouvelles gammes
et nouveaux produits.
La France quant à elle affiche une hausse
32
Kazachok Licensing Mag'
de 4% par rapport aux neuf premiers
mois de 2009, en valeur aussi bien qu’en
volume. Le prix moyen re ste sta b le à
?9.71.
Les catégories les plus dynamiques avec
un taux de croissance à deux chiffres se
nomment les jeux de construction (Lego
entre autres), la peluche (Zhu Zhu Pets)
et les autres jouets, poussés par les
cartes Panini et autres lignes collection.
Seules trois grandes catégories sont en
recul, la plupart liées à des effets de
gammes vieillissantes, en l’attente d’un
renouvèlement produit ou d’innovation.
Ces grandes tendances sont communes
aux autres marchés européens.
La lice n ce reste sta b le avec 22% du
marché fra n çais (source NPD Panel
distributeurs cumul à fin Septembre).
E l le pro g re sse plus vite chez le s
Janvier - Mars 11
Neither the traditional toy market nor
licensed toys suffered much from the
crisis in 2010!
Frédérique TUTT from NPD Europe offers her POV
Although the economic crisis is still hitting most
industrialized countries and paralyzing some investments
and mass markets, it seems that the traditional toy market
is continuing to perform satisfactorily with a growth rate of
5% in Europe during the first nine months of 2010.
Germany and the UK show the best results with sales
figures of +7% and +11% since the beginning of the current
year. Survey provider NPD thus feels that the toy market is
once again demonstrating how dynamic and resistant it
remains thanks to heavy launching of new ranges and
novel products.
As far as France it shows a growth of +4% as compared
with the first 9 months of 2009, in value as well as in
volume. The average price remains stable at ?9.71.
The most dynamic categories with a growth rate of two
figures are construction games (Lego among others), soft
toys (Zhu Zhu Pets) and other toys energized by Panini
cards and other collections. There are only three major
ca tegories that declined - most ly because of aging
collections and waiting for products to be renewed or
created. The other European markets share these major
tendencies.
dossier
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France
Dora. On sent l’intérêt sur Grand Galop, Les
lapins crétins et on a confiance pour les
n o u ve l les gammes Barbie et Maya
l’abeille ».
Du côté des petits toujours, Toy Story tenait
ce t te année le haut du pavé et même si
l’effet de la sortie du film devrait un peu
s’estomper en 2011, de l’avis général, Buzz
l’éclair n’est pas prêt de disparaître des
rayons ! Cars et Spider-man également font
to u j o u rs de bonnes perfo r m a n ces, et
l’homme araignée aura en mai 2011 un
nouveau film en salles, qui devrait relancer
la machine et convaincre aussi les plus
grands. Marvel/Disney a même le secret
espoir de faire basculer les plus “vieux”
fans de Spider-man sur sa nouve l le
franchise : Avengers dont le film est prévu
en 2012. Maya l’abeille pourrait également
fa i re une belle percée en 2011. Chez
P l a n e ta Junior en tout cas, ce sera la
priorité absolue, comme le confirme Erick
Rouillé. « On aura une gamme de jouets en
avant-première dans une grande chaîne de
s p é c i a l i ste s j o u e t s q u ’e n h yp e r
notamment grâce à Hello Kitty et Star
Wars.
Le classement des lice n ces les plus
vendues en 2010 nous montre que Cars
The Movie caracole en tête encore une
fois et continue de progresser, même si
le film est déjà bien loin. Ceci augure
forcément d’excellents ré s u l tats pour
2011 à la veille du deuxième lancement.
Hello Kitty, comme en Espagne et chez
nos autres voisins européens affiche un
chiffre quasiment double de celui de
2009. Les trois positions suivantes sont
occupées par des licences garçons plus
âgées avec support télé qui se trouvaient
déjà sur le marché l’année passée.
Ceci dit, 2010 a vu le retour de deux
licences fortes avec Toy Story - #8 en
cumul à date en Septembre - et Beyblade
qui, re l a n cé en fo rce, fut pro p u l s é
première licence sur le marché français
dès le 26 Septembre… A suivre…
Comme le re f l è te ce classement, les
tranches d’âge les plus réceptives aux
licences sont les 2-9 ans pour qui la
licence représente environ un quart du
chiffre d’affaires du jouet traditionnel.
C ’ e st l à a u ss i q u e N P D n o te le s
m e i l le u res pro g re ssions en 2010,
jouets avant même la diffusion de la série
en 2012. On a déjà 23 co n t rats de
licence signés, c’est une très belle
propriété, pan-européenne, très
m o de rn e , e n 3 D e t a ve c un e
notoriété très forte. Il ne faut pas
oublier que la série TV des années
70 a fait un carton dans l’Europe
e n t i è re ! » Des class i q u e s
comme Scooby-Doo et Garfield
devraient aussi faire de bonnes
performances et tout le monde attend de
voir si une nouvelle licence va se dégager
dans les mini-univers, sur les traces d’un
Littlest Petshop. « Le marché des filles est
très dynamique mais peut-être un peu
moins ouvert à la licence que par le passé »
affirme C. Drevet de Bandai. En tout cas,
comme le disait Jackie Pellieux, au salon
de Deauville, « On sent de nouveau de la
créativité chez les fabricants ». Une chose
est sûre, à Noël 2011 dans les jouets, on ne
va pas s’ennuyer !
Lise Benkemoun
particulièrement chez les garçons (+11%
chez les 2-5 ans sur la première moitié
de l’année 2010). Ceci n’écarte en aucun
cas les touts petits mais l’on constate
clairement une préférence des parents
pour les marques avant l’âge de 2 ans. La
bonne santé du marché du préscolaire en
France en est la première raison.
Pour l’année 2010, le marché de la
licence a connu sa plus forte progression
grâce à des concepts ‘collection’ – Panini
et Match Attax - avec la coupe du monde
pa r exe m p le, et a vec les jeux de
co n struction qui va l u rent à Lego de
remporter le prix du licencié de l’année
2010 offert par Disney pour la gamme Toy
Story…
TOP 5 Licences EPOS
Janvier Septembre 2010
January September 2010
1
CARS THE MOVIE
2
HELLO KITTY & FRIENDS
3
STAR WARS
4
POKEMON
5
WWE / WWF
Jouet Barbapapa /
Soft Toy (Jemini)
and plushes afte r
Wakfu and Dofus, goes
on with different kinds of
figurines: collection, toy ,
and board games. They target kids as well as the
Wakfu MMORPG players.
Bandai is taking care of distribution, marketing and
general public advertising for the Wakfu products
available in France/Benelux in 2010 and 2011. After
the launch of the first products during Christmas
2010, Ankama Products will be launching other
ranges of Wakfu figurines during 2011 that will be
available in all of the distribution circuits. They will
also market play-sets and Wakfu Pets by the end of
the year.
Licensing remains stable with a share of 22% of the French
market (source NPD Distributor Panel total sales by end of
September). It is growing faster in specialized outlets than
in hypermarkets thanks to Hello Kitty and Star Wars.
The rating of the most purchased licensed products in
2010 indicates that Cars The Movie continues to lead once
again and is still growing although the movie was released
some time ago now. This definitely means it should have
excellent results in 2011 when the second launch will take
p l a ce. Just as in Spain and in the other Euro p e a n
neighbors, Hello Kitty almost doubled its results versus
2009. The three following ranks are held by properties with
TV pre s e n ce for older boys that we re already on the
market last year.
That being said 2010 saw the return of two st ro n g
properties: Toy Story is #8 in terms of total sales to date in
September, and Beyblade that was heavily relaunched hit
the top of licensing sales in France as soon as September
26th... To be continued...
As this rating clearly shows, the most re ce p t i ve age
categories are 2 to 9 year-olds that represent a quarter of
traditional toy sales. Here again NPD found the highest
sales increases for 2010, particularly for boys (+11% for 2
to 5 year-olds over the first half of 2010). This doesn’t
mean that little children aren’t included, but parents
definitely go for brands when it comes to products before
the age of 2 years old. The first reason being the good
condition of the preschool market in France.
For the year 2010 the strongest increase of the licensing
market was due to co l lection co n cepts - Panini and
Match Attax – for the World Football Cup for instance,
and construction games that enabled Lego to win the
2010 Licensor Prize offered by Disney for the Toy Story
range…
Kazachok Licensing Mag'
Janvier - Mars 11
33
points de vue européens
points of view
International
Axel Kaldenhoven
Managing director of Schmidt Spiele GmbH
Kazachok: What will be new in your catalogue in 2011?
Axel Kaldenhoven: Our product range for 2011 focuses
on four strong brands – Schmidt Spiele, Drei Magier,
Hans im Glück,
Kiddinx – as well as
on the segments
games, puzzles,
plush toys and
e n te r tainment. With
a to tal of 120 new
articles covering all
p roduct areas, we
a re s h ow i n g th e
power that the
market needs in
o rder to kee p it
strong. After all, it’s
the new items that
act as the driving
force. In addition to a
great number of new games for families and children
of all ages and inte re sts, we are re leasing a highquality program of wooden toys for small children for
the first time under the premium brand “Drei Magier”
that leans heavily on the “magical” scenario of the
mysterious world of this brand. This cre a tes competent
d i ve rsification in a market that promises sustainable
growth.
K.: What do you think of the German market of
licensed games and toys?
V.B. : Good licenses with a high degree of familiarity
in the relevant target groups are essential for the
growth of the ove rall market for games and toys.
The “pre-sold” themes that are effe c t i ve ly
advertised mostly on TV
generate the necessary
f requency in re ta i l
stores and a
significant
amount of
additional
s a les that are
g e n e ra ted into
reasonable profits. Licenses
are therefore attractive “door openers” that we and our
trading partners cannot – or will not – do without. The
co n s e q u e n ce: 30 percent of our pro g ram focuses on
licenses.
Federica Iezzi
Marketing Manager of Liscianigiochi Srl
Kazachok: What will be new in your catalogue in 2011?
Fe d e r i ca Iezzi : In 2011 Liscianigiochi will deve lop a
range of new products: most of the new products will be
delivered for the back to school and the Christmas issue.
Some new licenses for 2011 will be: Barbie (electronics
and creative toys), Barbapapa (board games, educational
games, electronics), Ape Maia (books and book games),
Baby Looney Tunes (book and book games), Chuggington
(puzzles, preschool educational games, electronic pen,
books, games book).
K.: What do you think of the toys licensing market in
Italy?
F.I. : The licensing market was growing in Italy in a very
interesting way during the last two years. The licensed
products in the market increased compared to some
years ago especially in some new fields different from
the traditional toys and games market. In Italy the toys
market includes today the licensed products in a massive
way, most of the top ten or top twenty of the bestsellers
are very often licensed products. This is also due to the
m e rchandising policies that are more and more
developed during the year in order to use the opportunity
of some movies or entertainment events.
34
Kazachok Licensing Mag'
Janvier - Mars 11
european points of view
points de vue
Interviewed by V. G.
International
Rosie Bayles
Media & Licensing Director of Bandai UK
Kazachok: What will be new in your catalogue in 2011?
Rosie Bayles: Ben 10 Ultimate Alien is the latest series of
the phenomenal Ben 10 franchise! Now 16 years old, Ben's
secret identity is revealed and he needs to draw upon the
newly evolved Omnitrix; the 'Ultimatrix', to transform his
aliens into stronger forms and enlist new aliens to defeat
the latest threat against the world. Launched on Cartoon
Network in the UK on 10/10/10, the new series is supported
by a brand new range of figures, vehicles and role-play
items from Bandai.
Meanwhile, Autumn 2011, will see the premier of the brand
new series of Power Rangers – Power Rangers Samurai.
This evergreen property is now back thanks to Saban, that
reacquired the brand back from Disney in May 2010. Bandai
has been the toy partner for
Power Rangers since its
inception and will launch
an extensive toy range
co n s i sting of figure s ,
ve h i c les, ro le-play and
Megazords in line with the TV show.
As master toy licensee for the hit
CBeebies programme Tinga Tinga Tales, Bandai’s bright
and colourful range of collectable figures, soft toys and
playsets is already a hit with
pre-school fans. A second
series of this st u n n i n g
animation – all inspired by traditional African
animal folktales - is already on air, and more
interactive and musical toys based around the
most popular characters are being developed
for later in 2011.
Also in the pre-school sector, July will see a
much anticipated re-launch of children’s favourite
Noddy with new playsets and vehicles, some of which will
focus on a theme of Noddy Takes to the Air. Highlights in
the new range will include a Noddy Pilot soft toy and an
airport playset with sound, as well as traditional car
playsets and collectable figures.
K.: What do you think of the toys licensing market in UK?
R.B. : In terms of the UK, licensing in toy sector continues to
be of huge importance and while the area suffered somewhat
with the demise of Woolworths it seems to have bounced
back. I think the fact that BLE is now a 3 day – and a buzzing
event! - shows the importance and interest in this area. The
Uk is undoubtedly one of the more developed European
markets in terms of toy licensing but I’m sure there’s still
room for some more growth!
David Olesti
Marketing Manager of Educa Borras S.A
Kazachok: What will be new in your catalogue in 2011?
David Olesti: Our position clearly is about getting back to
the co re of our business, which means educational
products and puzzles. That’s why the majority of our 2011
novelties are educational items. However,
although our educational items are branded
EDUCA, puzzles are the range for which
licensing is the most evident. Our portfolio
of properties represents a balance between
perennial properties and trendy franchises.
So it ranges from Winnie the Pooh and
Disney Princesses to Ben 10 Ultimate and
Cars 2. The market is now prone to so many
fluctuating trends that a long-term stance
requires a balance between established
values that guaranty a solid basis and
trendy licenses that enable you to remain competitive.
K.: What do you think of the toys licensing market in
Spain?
D.O. : French and Spanish markets are somewhat similar in
terms of trends and behavior patterns although Spain is more
licensing-orientated than France. Indeed, 35% of their
products are licensed, which makes Spain the leading
European country for licensing use. Each year the Spanish
buyer purchases more licensed products, even though the
economic situation is fragile. However, to the contrary of the
situation a few ye a rs ago, the licensing market isn’t
synonymous of a
m o n o p o le anymore.
The market used to be
dominated by a handful
of rights ow n e rs and
“established”
properties, but that isn’t
the case now a d a y s .
Amidst the amount of
properties, there isn’t a
single one that really
stands out or lasts in a
significant manner. We are now looking at a constantly
bubbling market with a diversified offering, which indicates a
versatile and unfaithful buying profile. That is the challenge
for marketing teams: to know how to include the risk of
anticipating on the success of a property, while continuing to
have a range of properties that ensure the balance of a
portfolio.
Kazachok Licensing Mag'
Janvier - Mars 11
35
tendances
trends
France
Attention célébrités !
Pour gérer les droits de célébrités toujours vivantes, il faut souvent aimer le risque. Mais
la récompense est toujours à la mesure des efforts engagés.
La marque de mode 39 Pro de
Nicolas Anelka est en sommeil…
depuis le dernier Mondial de
Footba ll. « I nutile de ra p p e ler le s
circonstances, affirme d’emblée Catherine
B a n o s - B e r n a rd, dire c t r i ce de Canal +
Licence, le représentant de la marque. Cet
exemple montre combien la gestion de
p e rsonnalités viva n tes co m p o r te de
risques. Pour autant, cette expérience ne
nous décourage pas. Jusqu’au Mondial, le
succès de la marque était grandissant. Et
si c’était à refaire, nous serions prêts à
signer à nouveau. D’ailleurs, rien n’est figé
dans ce domaine, et il n’est pas dit que la
m a rque est définitivement morte et
enterrée ». Même si la pilule reste amère,
Canal Plus Licences ne désarme pas, et
poursuit ce travail avec les personnalités de
l’ a n tenne, et notamment l’ h u m o r i ste
d’Action Discrète, Thomas Séraphine, qui
p rê te en ce moment ses ta lents à la
promotion de la Play Station Move de Sony.
« L e s l i en s q u e pe u ve n t cré er le s
consommate u rs avec une personnalité
sont très intimes, et donc tout auss i
merveilleux que dangereux, poursuit la
directrice des licences de Canal Plus. La
personnalité qui s’engage doit être prête à
jouer le jeu jusqu’au bout ».
Encore faut-il en définir les règles ! Et dans
ce domaine, les limites paraissent souvent
floues ou complexes à énoncer avant toute
confrontation avec le marché. Ainsi, Impex,
qui se félicite de travailler depuis août 2008
a vec M6 Lice n ces et Valérie Damidot,
commence à s’interroger sur les limites de
son choix. « Nous avons éco - conçu du
mobilier gonflable avec la caution de la
spécialiste de la déco « do it yourself »,
ra co n te Geoffroy Simon, dire c te u r
marketing. Nous avons été élus Produit de
l’année, et Janus de l’Industrie. Le produit a
connu un franc succès, mais aujourd’hui
l’effet “mode” est en perte de vitesse. Si
Valérie Damidot est to u j o u rs auss i
populaire, elle a commencé à prêter son
image à des enseignes comme Gifi, et à se
l a n cer dans la comédie avec Victo i re
>
36
Kazachok Licensing Mag'
Beware here come celebs!
Handling the rights for living ce lebrities ofte n
requires a love for risk. However, the reward is
always as big as the efforts involved.
Bonnot, ce qui a tendance à brouiller les
messages à destination des
consommateurs ». Le directeur maketing
s’interroge aujourd’hui sur l’avenir de cette
l i ce n ce. « Le m a rch é est to u j o u rs
demandeur, mais la distribution commence
à ré f é re n cer moins de produits, to u t
Janvier - Mars 11
Nicolas Anelka’s fashion brand 39 Pro was put to
sleep... after the last World Football Cup. « Well
t h e re ’s no need to re call the circ u m sta n ce s ,
immediately ascertained Catherine Banos-Bernard,
GM of Canal + Licence that handles the brand. This
ex a m p le shows the amount of risk invo lved in
handling living celebrities.» Even though it’s a tough
pill to swallow, Canal + Licence isn’t giving up and will
continue to work with famous TV people. «The bonds
that viewers can establish with famous people are
very intimate, therefore they are just as marvelous as
they can be dangerous, continued Canal +’s Licensing
Director».
In any case the first thing to do is define the rules! And
in this field, the limits seem fuzzy. For instance, Impex
e n j oyed working with M6 Lice n ces and Va l é r i e
Damidot since August 2008, but is now starting to
wonder about the limitations of that choice. « We
created inflatable furniture that is environmentally
f r i e n d ly and received the French DIY deco ra t i o n
queen’s approval, reco u n ted Marketing Manager
Geoffroy Simon. We won the Prize for Product of the
Year. However, today the fashionable aspect is fading.
tendances
trends
France
While Valérie Damidot remains as popular as ever,
she started representing brands such as Gifi, and
went into comedy acting with Victoire Bonnot, which
tends to confuse buyers.» The Marketing Manager
is now wondering about that property’s future.
« The market is still in demand, but distributors
are starting to cut down on product references,
simply because the Damidot effect isn’t working
anymore since the celebrity has other priorities. We
can’t handle that kind of evolution. »
A finely tuned piece of work
T-shirts Lady Gaga et Rolling Stones (Sun City)
simplement parce que l’effet Damidot ne
joue plus, la personnalité ayant changé ses
priorités, même si elle reste très active sur
D&Co, explique-t-il. Nous ne pouvons
maîtriser ce type d’évolution ».
Un travail d’orfèvre
Même s’il ne l’exprime pas ouvertement,
c’est sans doute pour limiter les risques
d’essoufflement trop rapide que Franck
Cymes, directeur des droits dérivés et
évènements chez Fra n ce Télév i s i o n s
Distribution, établit des accords spécifiques
pour les personnalités viva n tes. « Nous
parlons, pour notre part, de gestion de
droits d’image et de licence d’attributs de
la personnalité, explique-t-il. Les contrats
sont très précis et détaillés et stipulent tous
les attributs que vous pouvez exploiter chez
la personnalité concernée. Il est précisé
l’ u n i ve rs dans lequel évolue ce t te
personnalité et l’obligation de se cantonner
uniquement à ce périmètre ». Pour Julie
Ferrez, coach et chroniqueuse de l’émission
Télé Matin, les produits portant son nom
appartiennent strictement à l’univers du
fitness. Pour les animateurs de l’émission
pédagogique C’est pas Sorcier, Fred et
Jamy, par ailleurs journalistes, les règles
sont encore plus précises, la profession de
j o u r n a l i ste réclamant une ce r ta i n e
déontologie. « Nous ne lancerons jamais de
produits portant uniquement la signature
Fred et Jamy, précise Franck Cymes. Ils
doivent porter l’appellation de l’émission.
Fra n ce Télévisions a engagé de vaste s
p rojets autour de ces animate u rs en
respectant ces règles. C’est à ce prix que
l’animateur apparaît comme une véritable
caution, et non comme une image collée à
un produit », conclut le re s p o n s a b le
licences.
Une analyse que Sandy Cosimi du service
marketing de Sun City partage en grande
partie. « Exploiter l’image de Lady Gaga
ou des Rol lin g Ston es récla me de
travailler en très étroite collaboration avec
les agents concernés, lance-t-elle. Les
ca h i e rs des charges sont très précis et
n o t re choix pour la réalisation de nos
collections textile se limite à l’exploitation
d’un échantillon de visuels
soigneusement élaborés. Ensuite, il faut
encore obtenir la validation définitive, ce
qui n’est jamais gagné d’ava n ce ». En
regard, quand la ve d e t te est au top, les
ventes, elles aussi, décollent à la vitesse
grand “V”. Mais quand la personnalité fait
Franck Cymes, Fra n ce Télévisions Dist r i b u t i o n ’s
Licensing GM, sets up specific deals for living celebs.
He explained to us how: « as far as we are concerned,
we talk about handling the image rights and licensing
the celebrity’s attributes. The contracts detail all of
the attributes that can be exploited for the concerned
celebrity. And the environment in which the celebrity
appears is also detailed. ». Julie Ferrez, coach and
contributing reporter for morning show Télé Matin,
only has fitness products branded with her name. The
rules are even more specific for the hosts of the
famous scientific educational pro g ram C’est pas
Sorcier, Fred and Jamy, who are also journalists,
since journalistic pro fe ssion has deontological
demands. « We will never market products solely
under the name of Fred and Jamy, detailed Franck
Cymes. They must bear the show’s name.»
Sandy Cosimi from Sun City’s Marketing department
mostly shares that analysis. « Exploiting the image of
Lady Gaga or the Rolling Stones involves working very
closely with the re l a ted agents, she offe red. The
specifications and requirements are very detailed and
our choice is limited to a sample of ca re f u l ly
d eve loped visuals. Then, you still have to obtain
definitive validation.» Nonetheless, when the celebrity
is performing well, sales also take off overnight.
However, when the celeb’s conduct goes astray, the
market’s sanction is immediate.
Limits that need to be established
The managers of Télé Images Kids feel quite serene
as far as Tony Pa r ker is co n cerned. The ve r y
particular procedure chosen by the rights owner
certainly plays a central part in their confidence. The
contact was drafted very precisely and the terms of
use of the basketball star’s image, his personality, and
even his flaws are cle a r ly defined. Tony Pa r ke r
appears on screen as an animated version of himself.
« The amount of work befo re hand was huge,
re cognized Philippe Ale ssandri, who runs Télé
Images Kids. We needed Tony Parker’s validation for
each script and every line of dialogue. However in the
end, this kind of partnership makes the series
completely legitimate for the audience as well as
critics and onlookers.»
It’s probably because they know perfectly well where
the limits of this kind of project stand that Disney
Studios have taken the procedure one step further for
their hit series Hannah Montana and star actress and
singer Miley Cirus by deve loping an even more
original and detailed approach. « Our experience is
that licensed products after this kind of property
mostly target the series’ fans, ascertained Isabelle
Lahoud, who runs Disney Consumer Pro d u c t s
Fra n ce. The success usually lasts as long as the
Kazachok Licensing Mag'
Janvier - Mars 11
37
tendances
trends
France
quelques écarts de conduite, la sanction
du marché est immédiate.
Des limites à construire
Avec Tony Parker, les dirigeants de Télé
Images Kids se montrent plutôt sereins. La
formule tout à fait particulière choisie par
l’ a yant droit y est sans doute pour
b e a u co up. Le co n t rat a é t é t rè s
p récisément élaboré et les clauses
d’utilisation, dans la série animée High 5,
de l’image du basketteur, de son caractère,
voire de ses défauts sont particulièrement
détaillées. Tony Parker est bien présent à
l’image, mais à travers sa représentation en
dessin animé. « Le travail réalisé en amont
e st t rè s lo u rd , re con n a î t P hi l i pp e
Alessandri, dirigeant de Télé Images Kids.
Nous avons besoin de l’aval de Tony Parker
pour les scénarios et pour chaque dialogue.
Il arrive aussi que Tony nous donne des
idées. En résumé, c’est un travail différent
des autres, sans doute plus risqué, mais
a u ssi plus riche. Enfin, ce type de
collaboration crédibilise complètement la
série aux yeux du public et aussi des
critiques et des observateurs ».
C’est sans doute parce qu’ils connaissent
parfaitement les limites de l’exercice que
les Studios Disney pratiquent avec la série
Hannah Montana et son héroïne l’actrice et
c h a n teuse Miley Cirus une démarc h e
e n co re pl u s orig in a le et pou ss é e .
« D’ex p é r i e n ce, l’aventure des produits
dérivés sur ce type de propriété vise une
cible très précise de jeunes filles entre 8 et
39 Pro, marque de Nicolas Anelka gérée par Canal +
Licence - Anelka's brand handled by Canal + Licence
12 ans, et qui sont principalement des fans
de la série, affirme Isabelle Lahoud,
d i re c t r i ce Disney Consumer Pro d u c t s
France. Le succès dure en général le temps
de la série, soit 5 ou 6 saisons, rarement
au-delà.
Comparativement aux personnages de nos
dessins animés, dont certains comme
Mickey sont déclinés en produits dérivés
depuis plus de 80 ans, la différence est
considérable. Il faut également préciser
que nous n’exploitons pas dire c te m e n t
l’ i m a g e d e M i ley C y r u s , m a i s s o n
personnage dans la série.». Le
comportement de Miley Cyrus dans sa vie
de tous les jours, n’impacte pas son
p e rsonnage dans la série, to u j o u rs
identique à lui-même.
Marie Richez
Bardot se lance dans l’aventure
Cyber Group Animation a signé tout récemment un contrat avec Mary de Vivo, qui
s’occupe des droits à l’image de Brigitte Bardot. « Nous allons travailler sur deux
grands axes, se réjouit Christine Blériot, directrice des licences et du marketing. Le
premier, signé Brigitte Bardot, fera référence à une iconographie de BB en noir et
blanc et s’attachera en priorité aux produits de luxe. Le second, baptisé BB, reprend
des visuels en couleurs de la star des années 60. Dans cette catégorie, le textile, la
chaussure, les accessoires seront accessibles à une majorité de femmes. Par
aille u rs, nous allons aussi exploiter les droits de La Madrague, la propriété
mythique de la star ». S’il est encore trop tôt pour connaître plus en détail les
projets mis en ?uvre, le producteur de la série Ozie Boo ! annonce que les premiers
produits, sans doute de la bagagerie, seront en vente dès la fin de l’année 2011.
Pour gérer cette nouvelle mission qui s’annonce comme un véritable défi, la société
s’est restructurée et a étoffé ses équipes. Le jeu en vaut la chandelle. « Brigitte
Bardot reste l’icône emblématique des années 60, souligne Christine Blériot. Le
succès que rencontre actuellement la gamme BB chez Lancel prouve qu’il existe
une réelle nostalgie pour cette époque insouciante. Nous sommes confiants, et
surtout très heureux de travailler sur un projet d’une telle envergure ».
38
Kazachok Licensing Mag'
Janvier - Mars 11
Produits Hannah Montana (Papeteries Sill, Sun City
et Bagtrotter)
series, some 5 or 6 Seasons, but rarely beyond. When
compared with our animated characters, some of
which, like Mickey Mouse for instance, have existed
as licensed products for over 80 years, there is a huge
difference. It is noteworthy that we don’t exploit the
image of Miley Cyrus herself, but that of her character
in the series.» The way Miley Cyrus behaves in
everyday life has no impact on the character in the
series, which always remains identical.
Marie Richez
Brigitte Bardot in licensing!
Cyber Group Animation very recently signed a deal
with Mary de Vivo, who handles the rights to
Brigitte Bardot’s representation. Christine Blériot,
in charge of licensing and marketing, was happy
to announce: «We will deve lop two major lines.
The first line will be branded Brigitte Bardot, and
will re fer to her black and white photos with
mainly luxury items. The second line called BB,
will use color images of the star in the 60s. This
category will offer textile, shoes and accessories
t h a t m o s t w o m e n w i l l b e a b le t o a f f o rd .
Furthermore, we will also exploit the rights of the
star’s mythical estate La Madrague. The current
s u cce ss of the BB line for Lancel shows how
much demand there is for products reminiscent
of that carefree era. We feel confident and most of
all extremely happy, about being involved in such
an important project.»
tendances
trends
International
Point of view of
Stars in their eyes:
celebrities and kids’ TV
>
Thanks largely to The Simpsons,
viewers have become accustomed
to seeing well known faces getting
the cartoon treatment, however over the past
few ye a rs the phenomenon has been
s p reading into more pure ly ‘childre n ’s’
animation. Matching the right celebrity to the
right show can create a partnership that is
both a bonus for the viewer and beneficial for
a l l co n cer n e d , h ow eve r t h e
financial outlay involve d
can be high, and the
wrong choice co st ly
in more way that
one!
It’s not just the
a t tention of the
kids that the show s
want to ca tch, but
also their pare n t s .
I n ternational sta rs
such as Beyoncé, who
made an appearance as
the singer Shine on Wow!
Wow! Wuzzby last year, can improve the
program’s notoriety across all demos. When
the four episodes starring the singer we re
s h own on Nicke lodeon US last April, they
gathered an average audience of 1.75 million
(individuals 2+), a clear improvement on the
program’s 2009 ave rage for the channel of
1.49 million viewers. The channel scored an
even bigger hit in July when 3.5 million
viewers tuned in to watch a star studded 30
m i n u te Spongebob Squarepants special
starring Victoria Beckham as mermaid
queen Amphitrite. Other ce lebrities who
appear in the episode include Seinfeld actor
John O’Hurley as King Neptune, and Skid
R ow s i n g er S eb a s ti a n Ba ch a s t h ei r
rebellious son Triton.
Although such big name one off appearances
a re useful for drawing attention to the
pro g ram, more permanent arra n g e m e n t s
with carefully chosen personalities can raise
the profile of the show right from the word
go. In the UK, for example, the cartoon Roary
the Racing Car is narra ted by the British
Formula One legend Sir Stirling Moss, who
was recently joined by the well known racing
commentator Murray Walker. Although the
p re - s c h o o le rs themselves may not have
h e a rd of them, such names nonethele ss
raise the show’s profile and have helped it to
become one of the most popular kids’ shows
on Five, with an average market share of
10.9% among children 4-6 over 2010 so far
(01/01 – 24/10/2010). Similarly, in France, the
basketball player Tony Pa r ker is
lined up to star in a series for M6
Famous guests are frequent in The Simpsons
by the
name of
High 5, to air in early
2011, which will ce n t re
on his ro le as a st re e t
basketball coach.
The sometimes risky
aspect of entrusting your
brand’s image to a third
p a r ty , h ow eve r, w a s
i l l u st r a t e d o v e r t h e
summer at France 3. The
broadcaster had
arranged for the French
Character with the voice of Johnny Depp in SpongeBob Squarepants
i n ternational footballer
Nicolas Anelka to star in
their animated kids’ football series Foot 2 N o n e t h e le ss, it seems unlikely that such
Rue, in a two episodes screened this month occurrences will put other formats off taking
w i t h t h e W o r l d C u p i n f u l l s w i n g . a chance on celebrity guest stars, and while
Unfortunately, the week before the episodes the stars themselves continue to claim they
were shown, Anelka was dismissed from the enjoy taking part as much as they do, we can
national squad and sent home for insulting expect to see more and more well known
the coach. The animated Anelka’s messages faces taking animated form over the years to
about sportsmanship and putting the team come.
first thus fell a little flat.
Johanna Karsenty
Sources: Eurodata TV Worldwide / BARB – Kantar Media UK / Nielsen Media Research
Kazachok Licensing Mag'
Janvier - Mars 11
39
reportage
reports
France
Titeuf
De la bande dessinée
au grand écran
La bande dessinée Titeuf a été publiée
L'intégralité des bénéfices de la vente des
pour la première fois en France en 1993.
carafes a été reversée à une association
Depuis, le succès de Titeuf n’a cessé
afin de financer une action humanitaire
d’augmenter pour dépasser le cadre de la
permettant l’accès à l’eau potable dans un
bande dessinée.
village du Kenya.
En effet, en plus de son succès en édition et
De même, pour la Croix Rouge Vaudoise,
en télévision, Titeuf a depuis le 12 octobre
Zep a réalisé un dessin reproduit sur des
2004 sa statue au musée Grévin, qui reçoit
affiches, flyers et quotidiens régionaux afin
800 000 visiteurs par an.
de promouvoir la traditionnelle vente des
L’institutionnalisation du phénomène, c’est
mimosas en janvier 2009. L’aide était
aussi la Poste Française qui a commandé à
destinée à des enfants ou adolescents
ZEP un dessin de Titeuf pour la fête du
issus de familles aux revenus modestes.
timbre. Ce timbre avec Titeuf ayant le doigt
Cette année, la licence Titeuf va franchir un
dans le nez a été vendu à 15 millions
nouveau cap en partant à la conquête du
d’exemplaires !
grand écran…
Titeuf répond également présent lors
d’appel d’associations caritatives. Ainsi, La
Société des Services Industriels de
Genève (S.I.G.) a lancé en 2009 une
action de sensibilisation pour inciter la
consommation d'eau du robinet. Cette
campagne s’est concrétisée notamment
par la création d’une carafe “Eau de
Tootuff: The journey from comic
book to film
The first Tootuff comic book was published in France in
1993. Since then the success of the Tootuff character
has soared and now extends far beyond the world of
comics.
Indeed, as a result of its publishing and TV success,
To otuff was granted the honor of a statue in the
Parisian wax museum musée Grévin on October 12th
2004. 800,000 visitors see the museum yearly.
The phenomenon turned into a real institution, for
instance the French Post Office sold 15 Million stamps
representing Tootuff with a finger up his nose.
To otuff also patronizes charities. In 2009 Geneva’s
Industrial Services (S.I.G.) launched a campaign aiming
for people to drink tap water. For the occasion ZEP
worked on a water pitcher called “Eau de Genève”.
Zep also helped the Red Cross of the Swiss Vaux
region by offering a drawing that was used on posters,
flyers and in regional
newspapers to promote the
traditional Mimosa sale in
January 2009.
This year the To ot u f f
property will take on
a n other challenge by
entering the realm of
movies.
Genève”, dont ZEP a réalisé les visuels.
Succès de la bande dessinée
Le 1er tome de la bande dessinée Titeuf a été publié
en France par les Editions Glénat en janvier 1993. Il
ra co n te la vie quotidienne de Titeuf et de sa
désormais célèbre mèche blonde, de ses amis et
de leur vision du monde des adultes, avec un to n
impertinent.
Titeuf a plu car il était le premier personnage à
s’adresser aux enfants avec un ton aussi direct et à
aborder des problèmes de société graves, avec la
vision que peuvent en avoir les enfants, comme le
sida, le chômage, la dépression du père, le racket à
l’école.
De plus, Titeuf décomplexe les enfants car il ne
40
Kazachok Licensing Mag'
Janvier - Mars 11
Step 1 Success of the comic book
Editions Glénat published the first Tootuff co m i c
book in Fra n ce in January 1993. It tells the sto r y
of Tootuff’s daily life with his friends and their
vision of the adult world, in a cocky way. His lo c k
of blond hair went on to become ultra famous.
Tootuff was a succe ss because he was the first
c h a ra c ter to addre ss children in such a dire c t
way as well as talking about important society
i ssues such as Aids, unemployment, his Dad’s
d e p re ssion, being subjected to ex tortion at
school.
Furthermore Tootuff does wo n d e rs for children’s
s e l f - co n f i d e n ce b e ca u se h e i sn ’t g o o d a t
reportage
reports
France
réussit pas tout : il est nul en
maths, il n’arrive pas à séduire
Nadia, l’élue de son cœur. Dans
un monde de performance où
les parents souhaitent des
enfants parfaits, Titeuf
revendique le droit à avoir 0 en
maths, le droit à être naze,
moche, à ne pas être parfait.
Dans tous les cas, Titeuf est un
h é ros hors norme qui a su
trouver le langage pour parler
aux enfants! Ses ex p re ss i o n s
f é t i c h e s co m m e “ Tc h o ! ”,
“C’est pô juste !””, “Espèce de
zizi sex u e l” et “Lâche moi le
slip” sont désormais cultes !
T i teuf est un vé r i table succès
d’édition, plus de 17 millions d’albums
ont été vendus au total pour ses 12
tomes ! Le tome 12 a été vendu à lui
seul à plus d’1,8 millions
d’exemplaires. Titeuf est donc devenu
un phénomène dans les co u rs de
récréation.
T i teuf a su également conquérir le
cœur des parents en 2001 avec la
sortie du guide du zizi sexuel de ZEP
et Hélène Bruller. Les parents ont en
effet apprécié la qualité de ce guide,
qui explique avec des mots simples la
sexualité et le sentiment amoureux et
répond à to u tes les questions que se
posent les 9/13 ans sur la découverte
de l’Amour et du Sexe. Ce guide
réussit à aborder le sentiment
amoureux sans jamais heurter la
pudeur du public préados, et a
été vendu à plus de 2 millions
d’exemplaires !
Ce su ccès a con du i t la Ci té d es
Sciences et de l’Industrie à demander
à ZEP de concevoir et scénariser une
exposition “Zizi sexuel, l’ expo”. Plus
de 350 000 visiteurs ont été séduits
par cette exposition, qui s’est même
déplacée à Genève en 2009 et a attiré
250 000 visite u rs supplémenta i res. Le
guide du zizi sexuel a aussi été dérivé
en jeu de plateau par Lansay depuis
septembre 2008.
everything: he’s a disaster
at Math, and can’t
succe ed in se ducing
Nadia, the girl he’s in love
with. In a world of
p e r fo r m a n ces in which
p a rents would like their
c h i l d ren to be perfe c t ,
Tootuff feels the right to
h a ve E s i n M a t h , b e a
z e ro, ugly, and far fro m
perfect. His ca tchphrases
such as “Schmo!” or
“S'not fair!” have become
cult.
To ot u f f i s a tr u e
publishing succe ss with
over 17 Million copies of
th e 12 co mic bo oks in
print! Number 12 alo n e
sold 1,8 million co p i e s .
T h a t ’s h o w To o t u f f
b e ca m e a re a l s c h o o l
i con.
To o t u f f a l s o g a i n e d
parental approval in 2001
wh e n ZE P a nd Hé lè n e
B r u l ler published Willies: A user’s guide. It
a n s we rs in a simple language all the quest i o n s
children 9 to 13 ye a rs old have about sex and love .
The guide succeeds in talking about love without
ever bothering pre teens and it sold over 2 Million
copies!
The guide was such a succe ss that the Pa r i s i a n
exhibition hall Cité des Sciences et de l’ I n d u st r i e
set up an exhibit ca l led “Zizi sexuel, l’ expo”. It
a t t ra c ted over 350,000 visito rs befo re going to
Geneva in 2009 to enthuse another 250,000 visito rs.
In Se ptemb er 2008 L ansay came o ut wit h a
d e d i ca ted board game.
Titeuf à la télévision
Depuis 2001, Titeuf est devenu une
série d’animation. Zep en a suivi la
fa b r i ca tion : i l a va li dé tous le s
scripts et choisi la voix de Tite u f.
Ces épisodes ont été diffusés et
rediffusés pendant sept ans
par Fra n ce 3 avec succès.
En 2008, de nouvelles
saisons ont été co p ro d u i te s
par Moonscoop, Fra n ce 3 et
Canal J, menant le nombre
d’épisodes à plus de 270.
Ces épisodes sont diffusés sur
France 3 e t Ca nal J e t pl acent
Fra n ce 3 en tête d’audience des
chaînes de télévision sur sa
t ra n ch e ho ra i re de di ffu s i on .
Depuis septembre 2009,
l’ a u d i e n ce moyenne est de 700
000 téléspecta te u rs, pour une
part d’audience de 15,8%.
La série a permis d’élargir la
c i b le d e T i t eu f et d ’a u g m e n t e r
co n s i d é ra b lement sa noto r i é t é .
Step 2: Tootuff on TV
Since 2001, Tootuff is the hero of his animated series.
Zep followed the development by validating all of the
scripts and choosing the voice for his hero. The series
ran numerous times on France 3 for over 7 years and
was a big hit. In 2008, Moonscoop, France 3 and Canal J
coproduced new seasons and the number of episodes
has now reached more than 270. The series is running
on France 3 and Canal J, and has placed France 3 in
the lead for that time slot. Since September 2009, the
average following is about 700,000 viewers, and 15,8%
of market shares. The TV series enlarged To o t u f f’s
target and considerably increased its recognition.
Kazachok Licensing Mag'
Janvier - Mars 11
41
reportage
reports
France
Titeuf au cinéma
Le long-métrage Titeuf sortira en France le
6 avril prochain, sur 650 copies grâce à la
synergie des compétences des Editions
Glénat, de Moonscoop, de France 3 (Ludo)
et Pathé.
Cela faisait quelques années que le
producteur de la série souhaitait faire un
long-métrage Titeuf, mais Zep voulait le
gérer entièrement. Il s’y est donc attelé dès
que son emploi du temps le lui a permis, en
2008. Zep a ainsi écrit le scénario, supervisé
la création de tous les personnages et fait la
réalisation.
Dans ce film, Titeuf doit faire face à une
catastrophe : Nadia fête son anniversaire et
il n'est pas invité ! Il ne comprend pas
pourquoi, alo rs qu'il soigne son
attitude “ove r - s é d u c t r i ce” à
chaque fois qu'il la croise.
Mais un séisme encore plus
important encore va venir
secouer la vie familiale
de Titeuf…
Titeuf va alors être
balloté entre la
campagne
chez mémé,
les séance s
de psy et les
colloques
de la cour
d ' é co le. Son
imagination
l ' e m m è n e ra
aussi de la
préhistoire au farwe st où il fe ra la
rencontre d'un vieux
baroudeur qui
r e s s e m b l e
étrangement à
Johnny Hallyday !
T i teuf, égal à luimême, va te n te r
de co m p re n d re
42
Kazachok Licensing Mag'
ce qui lui arrive et va
multiplier les stratagèmes
désastreux pour réparer sa
vie... tout en ne perdant pas
de vue son objectif : être
invité à l'annive rs a i re de
Nadia.
Pendant près de deux ans, une
centaine de personnes ont travaillé
sur la fabrication du film dans les studios
parisiens de Moonscoop, en coproduction
avec France 3 Cinéma et Pathé. Mais le
rendu souhaité a également néce ssité
l’ i n te r vention de quatorze sites de
production dans le monde.
Dans ce long-métrage, plusieurs célébrités
p rê t e n t le u r s v o i x a u x d i f f é re n t s
personnages, comme Zabou Breitman et
Sam Karmann qui interprètent les parents
de Titeuf et Maria Pa côme et Jean
Rochefort qui seront ses grands-parents.
De plus, la bande originale du film réunit
les plus grands noms de la chanson
f ra n çaise comme Francis Cabrel, JeanJacques Goldman, Johnny Hallyday, Alain
Souchon et Bénabar, avec des
tex tes écrits par Zep en
personne.
Titeuf, Le Film sera un
donc un évènement
important du
printemps 2011,
a vec un plan
media de cinq
millions
d'euros.
Janvier - Mars 11
Step 3: Tootuff in movie theaters
Tootuff The Film will be released on April 6th 2011
in 650 movie theaters thanks to the joint expertise
of Editions Glénat, Moonscoop, Fra n ce 3 (Ludo)
and Pathé.
The pro d u cer had wanted to adapt Tootuff as a
movie for some years already but Zep wanted to
handle the project entirely so he set to work as
soon as his schedule allowed in 2008. Zep wrote
the script, supervised the creation of all the
characters and directed the film.
In the film, Tootuff fa ces a major catastrophe:
Nadia is having a birthday party but he’s not
invited! However, something even worse is going
to unsettle the life of Tootuff’s family…
Tootuff will find himself running between his
g r a n d m o t h e r ’s h o u s e i n t h e c o u n t r y ,
appointments with a
shrink and the ta l k s
he conducts during
recess at school. His
fa n tasies will also
h a ve him tra ve l i n g
t h rough pre h i sto r i c
ages to the Fa r - We st
w h e re he will meet an
o l d a d v e n t u re r w h o
certainly looks a like
French icon Johnny Hallyday!
Some hundred people worked
on the film during close to two
ye a rs in the Parisian studios of
M o o n s coop, with co p ro d u ce rs
Fra n ce 3 Cinéma and Pathé. But
t h e f i n a l to u c h a l s o i n v o lv e d
fo u r teen production sites acro ss
the world.
A number of famous actors are lending their voice
talent to the characters such as Zabou Breitman
and Sam Karmann who play Tootuff’s parents and
Maria Pa côme and Jean Rochefort who play his
grandparents.
Fu r t h e r m o re the film’s original soundtra c k
includes famous French artists such as Francis
Cabrel, Jean-Jacques Goldman, Johnny Hallyday,
Alain Souchon, Bénabar, with some songs written
by Zep himself.
Tootuff, The Film will be one of next year’s major
events, scheduled for spring of 2011, with an
awesome media plan of five Million Euros.
TITEUF par Zep aux Editions Glénat © 2011 - MoonScoop - Pathé Production - France 3 Cinéma
Titeuf par ZEP © Moonscoop IP / France 3 / Canal J - 2008 Avec la participation du Centre National de la Cinématographie
© Editions Glénat - 2001
reportage
reports
France
Souris - m o u s e (Mad X)
Puzzle 2010 (Hasbro)
Carte de vœux - Greeting cards
(La Carterie)
Jeu Titeuf Zizi sexuel - Boardgame
(Lansay)
Lunettes - glasses (Opal)
Titeuf en produits dérivés
Titeuf est un des rares personnages de
BD à avoir rapidement été décliné en
p roduits dérivés. La Carterie a été la
première société à déceler le potentiel du
p e rsonnage à mèche blonde dès ses
débuts dans la bande dessinée.
T i teuf est une lice n ce dynamique, de
nouve aux prod uit s dé ri vé s sont
d éve loppés chaque année : papete r i e
s co l a i re, bonbons, biscuits, images
autocollantes, stickers, puzzles…
Annick Briard, Dire c t r i ce des Dro i t s
D é r i vés aux Editions Glénat explique la
raison du succès de la licence Titeuf par le
choix de produits « qualitatifs et qui ont
une forte adéquation avec l’Univers de
Titeuf et des cours de récréation ».
L e f i l m T i t e u f e s t l’ o c c a s i o n d e
renouveler toute la gamme des produits
sous licence. Les licenciés ont accès à
une to u te nouve l le charte gra p h i q u e
avec de nouveaux décors et personnages
issus du long métrage d’animation. De
plus, c’est la première fois que Titeuf
porte des vêtements différents. Pour la
pre m i è re fois également, les lice n c i é s
auront accès à la charte graphique qui
contient des éléments de l’ u n i ve rs
textuel de Titeuf, tels que “Waaah la
classe”.
Les fans de Titeuf vont pouvoir se
procurer après la sortie du film, le livre du
film (il existera un tirage de luxe du livre
avec des tirages signés par ZEP), du linge
de lit, des mugs, ca r ta b les, agendas,
peignoirs et jeu vidéo Titeuf Le Film…
La sortie du long-métrage a aussi attiré
de nouveaux licenciés, comme EMD qui
sort une guita re Titeuf, rappelant ainsi
une scène du film.
Titeuf, une licence qui n’a pas fini de nous
étonner !
Step 4: Tootuff’s licensed products
Tootuff is one of the very few comics’ heroes to have
quickly been used for licensing. La Carterie was the
first company to foresee the potential of the blond
hero as soon as it was published.
Tootuff is a dynamic property, with new licensed
products developed each year: school paper items,
candy, cookies, stickers, and puzzles…
Annick Briard, Editions Glénat’s Licensing Director,
explains the success of Tootuff licensed products by
«the choice of quality products that really are in synch
with Tootuff’s world and playground preoccupations.»
The Tootuff film provides the opportunity to renew all
of the licensed products thanks to a new style guide
with new sets and characters. For the first time the
licensees will have access to the style guide with
elements from the spoken world of Tootuff such as
the now cult expression “Waaah la classe” (Wow
classy). The film’s release has attracted new licensees
such as EMD that will market a Tootuff guitar after
one of the film’s scenes.
Tootuff: a property that will long continue to astound
us!
Mug (Cinemaniak)
Linge de lit - Bed linen (CTI)
Guitares - G u i t a r s (EMD)
Marques pages
magnétiques - Magnetic
bookmarks(Initiatives)
Heinz Ketchup 2010
Kazachok Licensing Mag'
Janvier - Mars 11
43
news
U.K
A 3rd Nintendo DS Game
for Peppa Pig
More Licensees For Artlist Collection The Dog,
The Cat And The Pig!
P2 Games is co l l a b o rating with Ente r tainment One to
publish a new handheld videogame for the Nintendo DS™
based on the pre-school brand Peppa Pig. Peppa Pig:
Theme Park Fun has been
developed to launch alongside
the multi-million pound
themed attraction Peppa Pig
World and will be released in
the UK on 25th March 2011 in
time for Easter.
Aimed at children aged 3-7
years, the new Nintendo DS release will feature 18 fun-filled
games themed around the family’s day out at a theme park.
Peppa Pig: Theme Park Fun also marks the beginning of a
new partnership between P2 Games and Koch Media, a
leading producer and distributor of digital entertainment
products, who will be distributing the game nationwide. The
game will also be developed using a new games developer
S t rawdog Studios whose team have an ex te n s i ve
background in animating large sca le feature films for
studios such as Disney, Twentieth Century Fox and Warner
Bros.
P2 Games has been building a highly profitable portfolio of
Peppa Pig videogames since the release of the first Peppa
Pig videogame on Nintendo DS in 2008, which has now
sold over 250,000 units in the UK alone and a further
100,000 units on Wii™. More recently, P2 launched the
f i rst ever Peppa Pig iPhone/iPod touch app in the UK,
which reached over 50,000 downloads in only 6 we e k s
making it the Number One Kids Game App on iTunes.
The firm will be maximising cro ss - p ro m o t i o n a l
opportunities with Pa u l tons on Peppa Pig World and
Entertainment One who are planning to release a Theme
Park based DVD at the same time.
4sight licensing solutions have secured a number of European licensing
a g reements for Artlist
Collection’s photography
f ranchise The Dog, The
Cat and The Pig.
Licensees newly on board
fo r T h e D o g i n c l u d e
E n s o b rados Marto re l l ,
which will be launching
stickers, sticker albums
and sheets, trading cards
and mobile phone
charms across a
multitude of Euro p e a n
countries. Also on board
for The Dog are C.T.I. in
France for bedding, towels, cushions and curtains, and Marpe in Italy for ice
cream cone holders.
The Pig has also attracted a new licensee in the shape of Canenco, which will
be releasing a back to school range, including stationery sets, pencil cases,
notebooks, backpacks and messenger bags, across the UK, Benelux, Austria,
Switzerland, Norway, Sweden, Denmark and Finland.
Three more licensees are also set to join the programme. House of Kids will
launch The Dog and The Cat branded door and bedroom mats in Benelux,
Germany, France and UK; Derform is on board for The Cat and The Pig
stickers and sticker albums for Poland; and Strong Trading has signed an
agreement to launch The Dog and The Cat confectionary across a range of
territories including Russia, CIS and the Baltic States.
These new partners add to an impressive list of licensees across many key
ca tegories. There have also been promotions with partners such as
McDonald’s, Spar, Quick Resta u rants, Nutrexpa and Unilever Jerónimo
Martins.
The Dog, The Cat and The Pig have also recently been joined by three new
additions to the collection - The Hamster, The Duck and The Rabbit.
Tinga Tinga Tales® Fund benefitting children in Africa
Classic Media and Tiger Aspect Productions established the Tinga Tinga
Tales® Fund that will be devoted to enriching the lives of children in
Africa primarily through education.
As co - p roduction partners of the new animated
preschool series, Tinga Tinga Tales, Classic Media and
Tiger Aspect Productions are committed to giving
back to Africa, from where the art and stories come.
The two companies have agreed to co n t r i b u te a
portion of their net profits from the brand to the Fund.
All Tinga Tinga Tales partners will have va r i o u s
philanthropic opportunities to contribute to the Fund,
with the goal of 100% participation set by Classic
Media and Tiger Aspect Productions. Some
key partner contributions have already been established.
Safaricom, Kenya’s leading integrated telecoms company,
with Citizen TV, has signed on to sponsor the Tinga Tinga Tales
series in Kenya and has set up “The More You Know! The More You
44
Kazachok Licensing Mag'
Janvier - Mars 11
Grow!” campaign to support the enhancement of primary education. On
behalf of Tinga Tinga Tales, Safaricom has committed to building 48 new
school classrooms in Kenya.
Children’s Publisher, Puffin has committed to donating new Tinga Tinga
Tales books to The Pearson Education Programme.
Tinga Tinga Tales is an all-new animated preschool
series that introduces children to the vibrant art and
sounds of Africa through stories told with a funny twist
about how our favourite animals came to be. It is
entirely produced in Kenya.
Tinga Tinga Ta les made its bro a d ca st debut in
February 2010 in the U.K. on CBeebies. The
successful U.K. launch is paving the way as Tinga
Tinga Tales expands globally, with key bro a d ca st
partners in place, including: Playhouse Disney (US), RTE
(Ireland), France 5 (France), Rai 3 (Italy), YLE (Finland), NRK
(Norway), SVT (Sweden) and ABC (Australia).
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CKERS
DE
E LA LIGUE 1® ET DE LA LIGUE 2®
En vente dès maintenant !
www.recordpanini.com
property focus
U.K
Doctor Who
The British success becomes international
Since its relaunch on BBC in 2005, Doctor Who has been very successful in the UK. It is now
spreading to the world…
The British science fiction
television programme Doctor Who
is produced by the BBC. It depicts
the adventures of a mysterious and eccentric
humanoid alien known as the Doctor who
tra vels through time and space. With his
companions, he faces a variety of foes and
saves civilizations.
>
An evergreen property
in the UK
Doctor Who has been entertaining children
and adults alike for over 40 years, running on
BBC from 1963 to 1989. It was brought back
to TV screens in 2005 after a 16 year absence
by lead writer and executive producer Russell
T.Davies and has grown
in popularity ever
since. Doctor Who is a
successful multimedia
brand with an extensive
l i censing pro g ra m m e
which includes DV D s ,
P u b l i s h i n g ,
Merchandise, and most
re ce n t ly nationwide
Live Events and
Exhibitions including
UK arena tour Docto r
Who Live and an upcoming immers i ve
a u d i e n ce ex p e r i e n ce in February 2011.
Doctor Who is a flagship TV show for BBC
One with a licensing programme that spans
all major product categories. Over 7 million
action figures have been sold by The
Character Group, and over 300,000 Children’s
books were sold last year by Penguin.
The programme is even listed in Guinness
World Reco rds as the lo n g e st - r u n n i n g
science fiction television show in the world.
In April 2010, a fifth series of the relaunched
programme was launched in the UK, starring
a new Doctor played by Matt Smith, a new
companion played by Karen Gillan and under
46
Kazachok Licensing Mag'
the direction of a new show runner Steve n
M o f fat. Series 5 has proved ex t re m e ly
popular in the UK, with the series premiere
pulling in over 9.5 million viewe rs as it
successfully rebooted the well loved show for
a new generation of fans.
This well established brand with a
phenomenal track record for merchandise
sales in the UK is now gaining a foothold in
international territories.
A success that is becoming
international
With scheduling on France 4 this exc i t i n g
series is beginning to establish itself in
France. Four series have aired to date on this
channel and Winter 2010 saw the scheduling
of two specials in November and then a
further two specials over the Christ m a s
period. The new series 5 will launch in Spring
2011.
Since 2006, when Doctor Who box sets were
first available for purchase in France, France
Te levision Distribution have re p o r te d
impress i ve DVD sales which further signal
the progress that the brand has made in the
French market. The current figure stands at
around 33,000 units sold, and with only three
series released so far, this figure is set to
rise.
In addition to this, Doctor Who featured at this
Janvier - Mars 11
s u m m e r ’s Paris Comic Con which was
attended by over 170,000 visitors. An episode
of series 5 starring Matt Smith was played to
a packed screening room in Paris.
France is not the only territory in Europe in
which Doctor Who is establishing a foothold.
Doctor Who Series 2 is currently establishing
a strong audience in Turkey with scheduling
on Dogus.
In Germany on the back of
the scheduling of the first
two series on SyFy
Channel, the first lice n s e
agreement has been signed
with Zig Zag Poster
P roductions for a raft of
m e rchandise including
Posters, Keychains, Mugs,
Mousepads, and Memory
Sticks. After watching the
demand for Doctor Who
products growing in Germany, Zig Zag’s first
products will hit the market in the build up to
Christmas this year. DVDs for the first two
series are also available in Germany.
In Spain and Portugal, where the series airs
on SyFy (a lso on second pla tform TV
Catalunya in Spain), Tribanda have recently
signed the DVD license and launched their
f i rst titles from Series 3 re ce n t ly and are
reporting very good sales. The next titles
come out in time for Christmas. A Publishing
agreement is in final negotiation with the first
two titles launching early next year.
V.G.
property focus
U.K
The Ultimate
Fighting
Championship
®
The Ultimate Fighting Championship® has
been described as ‘the fastest growing
sports organisation in the world’ and ‘the
combat sport for a new generation’ – only 17
years from a supposedly one-off Pay-PerView curiosity which took place before 2,800
bewildered spectators in Denver, Colorado.
a mix of martial arts
The idea of merging diffe re n t
martial arts is nothing new; the
sport of Pa n k ration – a mix of
boxing and Gre co-Roman wre stling – was
popular at the Ancient Olympics. But in 1993,
sports fans reacted like they had never seen
anything like it and, without knowing it, the
original ow n e rs of the UFC® c re a ted the
oldest brand new sport in the world.
>
An increased popularity
since 2001…
In January 2001, Zuffa LLC bought the
company and began co m p le te ly
re s t r u c t u r i n g t h e U F C ® . M o re
stringent rules we re intro d u ced, a
total of seven weight divisions with a
s i n g le championship each we re
c re a ted, and the emphasis of the
p romotion was on the sport, the
athletes and the skills of the
competitors.
Under the leadership of
U FC ® P resident Dana
W h i te , th e U FC ’s
popularity has surged. By
2006, the UFC® surpassed
boxing as the undisputed king of
PPV and began a rapid expansion
throughout the rest of the world, now
reaching nearly half a billion homes across 147
countries and 17 languages. UFC® live events
outsell acts such as the Rolling Stones, setting
box office and merchandise records in the
biggest arenas across North America, the UK,
Europe, the Middle East and Australia.
A truly international sports organisation, the
UFC® now has offices in the US, Canada, the
UK, and China, with agency staff in Brazil,
across mainland Europe and in Australia, and
over 220 co m p e t i to rs from the USA to
A u st ralia and Japan and all points in-
between.
The UFC®’s popularity
continues to explode in
Europe. The UFC® 120
event, which drew a
celebrity studded sellout crowd of 17,113 to
London’s O2 Arena in
October, was watched
b y m i l l i o n s a c ro ss
Europe.
…that leads to licensing
The UFC® began to roll out its lice n s i n g
programme across Britain in earnest in 2010.
Earlier this year UFC® training and fitness
gear debuted in high st reet chain Argos,
whose ca ta logues are dist r i b u ted in 17
million British homes. UFC® products sold at
an unprecedented rate, and stock could not
keep pace with demand.
S i m i l a r ly, the demand for UFC® l i fe st y le
c lothing in JD Sports stores acro ss Great
Britain has been even greater than initially
a n t i c i p a ted, although UFC ® UK Division
President Marshall Zelaznik is not surprised.
He said: “Our fans are
some of the most
committed and passionate
in sport. There is a whole
l i fe st y le and subculture
built around our bra n d ;
it is a way of life for 18-35
year old males and,
increasingly, females.”
The UFC® licensing push
will expand into Europe in
January 2011, just we e k s
after the organisation holds
its second 2010 event on
the mainland - UFC 122 in
Oberhausen, Germany.
Zelaznik feels the UFC®’s
brand has enormous licensing potential. He
said: “The UFC® is one of the most powerful
brands in sport, and the sky is the limit as to
the potential for this sport and the UFC®. We
believe this will be the biggest thing in world
sports within the next 10 years.”
Jane Evans of JELC, the Licensing Agency
managing the deve lopment of the UFC ®
l i censing pro g ramme acro ss Europe said
“JELC is thrilled to be representing such a
fa st growing sport which we believe will
b e come a licensing phenomena in Europe
over the coming months and years
Kazachok Licensing Mag'
V.G.
Janvier - Mars 11
47
market focus
U.K
The UK Marketplace 2011
Point of view of Francesca Ash, Publisher, Total Licensing
The UK market is widely recognised as the biggest market in terms of
licensed products within Europe. Here is a picture of this marketplace.
Before we move onto the licensing
industry specifically, let’s just take a
m i n u te to look at some British
>
statistics.
The UK population is 61.8 million of which 12.4
million are children under the age of sixteen.
The average salary in the UK is now a little over
23,000 pounds, compared with 28,000 in the
USA.
In terms of entertainment, the UK leads the
way in television viewing with an average of 28
hours a week. This is equal to the United States
but higher than some of the UK’s European
neighbours such as Italy with 27 hours, and
France and Germany with 23 hours.
Last year saw 164 million cinema visits in the
UK, a rise of just over 1% from the preview year.
In terms of the Internet, 51.4 percent of
households now have an internet connection,
compared with 65 percent in Germany, 59
percent in Russia and 44 percent in France.
Licensing suffered from the
economic crisis
As far as licensing is concerned, going back
over recent decades to a time when the vast
m a j o r i t y o f l i c e n s e d p ro d u c t s , a n d
entertainment material came from the United
States, the UK was always seen as the first
stop across the Atlantic.
OK, a lot of this would have been because of
the language but it was also widely recognised
that the UK was, perhaps, the most receptive
market for American-originated productions.
To an extent, this is still the case but, of course,
the origins of popular productions and licensed
properties, now come from a much wider base.
The UK has suffe red, as the majority of
countries, as a result of the world economic
downturn.
The kids licensing marketplace in the UK, with
retail sales estimated anything between $4 and
$5 billion dollars a year, remains the largest
children’s marketplace in Europe although,
according to NPD figures earlier this year, the
kids marketplace fell around 6% year on year.
The recession, of course, is partly to blame.
48
Kazachok Licensing Mag'
However, a major blow to the UK licensing
industry was the closure of major chain store
Woolworths.
Woolworths was responsible for around 20%
of licensed toy and gift sales in the UK – a large
gap that, of course, had to be filled .
The announcement that it was to shut down
was hurtful to many businesses.
For many years Woolworths had been a prime
place for selling licensed merchandise and
many see it as the ‘big bang’ that represented
the financial woes of the country.
Stock was sold off in sales and most of the
shops closed in the beginning of 2009,
resulting in enormous job losses around the
UK.
Of course, Woolworths was by far and away not
the only retailer that faced massive losses and
co n s e q u e n t ly clo s u re. Acco rding to The
Guardian newspaper, in February 2009, UK
shop va cancy had reached 10%, with 15%
expected by December. Zavvi was another
retail giant to fall in the crisis.
The loss of Woolworths to the UK licensing
industry was immense. This can be illustrated
by figures from NPD. For the twelve months
ending March 31 2009, Woolworths was still
Janvier - Mars 11
the No 1 retailer for licensed products aimed at
kids, although it only traded for nine of the
twelve months.
The clo s u re of the chain, in many ways,
changed the licensed product buying
l a n d s cape and came at the time when the
major supermarket chains such as Tesco or
Asda turned from being merely a place to buy
food to enormous retail outlets with large toy,
apparel and other child-friendly sectors.
S i m i l a r ly, other places that have seen an
upswing in licensed product sales are chains
such as Boots, WH Smith and clothing retail
chains such as Next, New Look, Marks &
Spencer and Top Shop.
Publishing, in the form of comics, sticker books
and other small-ticket items went up and
many believe this was as a result of the demise
of Woolworths. Small toy purchases, formerly
made in Woolworths, now became low-cost
comics or magazines from places such as WH
Smith.
Today’s retail market, though, has changed in
the UK. The trends that are emerging in the
aftermath of the financial crisis will last for
some time and will, without doubt, shape the
way business is done in the market.
market focus
U.K
Firstly, retailers are fiercely risk-averse. They
will stick to the tried and tested properties. This
is not to say that there is not room for new, but
it may mean that people are more cautious of
investing heavily in one property and large
amounts of stock.
In the so-called ‘good years’ of the economy in
Britain, especially in terms of retail, retailers
would buy large amounts of stock and hope
that it was sold. For some this worked very
well, for others, it didn’t.
Today’s retailer buys less and more often, thus
reducing their risk. Competition is fierce for
retail space and this has led to some licensors,
and licensees, beginning to look for other ways
of merchandising their licensed product.
Development of the online
shopping market
Of co u rse, online shopping has seen
enormous growth and the UK leads the way
in online purchases with over 38 billion
pounds in 2009.
On average, European
onl ine customers
spent £774 each in
2009 on e-re tail, and
purchased an average
of 20 items, with an
average cost per item
of £39.
UK online shoppers
had the highest
a ve ra ge indi vidu al
spend in Europe with
£1,102 fo l lowed by
Denmark with £1,079
and Norway with £979.
On average UK
consumers purchased
the greatest number of
items in 2009 with 37,
w h e reas the Po l i s h
bought the le a st with
10. At £44, the average
cost per item in France
was 48% higher than
in the UK, which at £30
was the lowest in
E u rope. Norway had
the highest spend per
item at £75.
When taken in the context of each individual
country’s population, UK online sales per
ca p i ta we re £628, just behind those in
Denmark (£636) which has a smalle r
population, but just ahead of Norway (£617).
In the UK and Denmark, where online re ta i l
accounts for a substantial share of overall
re tail trade, the average per ca p i ta online
spend was double the European average of
£318.
For 2010, the UK is forecast to spend 42.7
billion in online shopping.
M o re significa n t ly, a UK re ta i ler whose
online sales are a typical 16% of re ta i l
t u r n over, and whose internet sales are
ex p e c ted to grow at
20% per year,
co m p a red with 2%
t h ro u g h p h y s i c a l
stores, should
a c h i eve more than a
q u a r ter of its sale s
online by 2014, more
than 40% by 2018,
and almost 50% by
2020.
This, together with
other fa cts, ha s
c re a t e d a m o re
p o s i t i ve attitude
within the UK.
Licensing is a key
i n d u stry in that so
many pro p e r t i e s
have licensing
programmes built
a ro u n d t h e m i n
t o d a y ’s m a r ke t ,
and it is important
for t he U K, as a
part of Europe and
as a part of the
worldwide industry, to show itself as a
major player in the industry.
So, moving away from sta t i stics, let’s take
a moment to look at what’s popular in the
UK.
Entertainment licensing
There are many key players in the UK who do
huge amounts of licensing, including the BBC,
Turner, Disney, HIT, and many more.
Some of the best known properties around the
world today have come from the UK, - prime
examples are Harry Po t ter and Winnie the
Pooh.
Thomas the Tank Engine, celebrating its 60th
b i rt h d a y, i s o n e of t h e to p l i ce n s i n g
programmes to have ever evolved. Thomas has
been successfully licensed since the series
first went on air in the UK back in 1984.
P roperties shown on Cbeebies such as
Zodiak’s Waybuloo, Ragdoll’s In the Night
Garden, and of course, the phenomenon that
is The Teletubbies have all seen extremely
successful programmes, with The Teletubbies
still going strong after many years.
The Harry Potter series of books, which led to
the films from Warner Bros and huge ranges of
merchandise form further examples. Brands
such as Peppa Pig and Bob the Builder were
home grown but have since gone global.
Entertainment licensing is enormous, and one
of the biggest revenue-drivers in the industry.
Classic British brands have also seen growth in
interest. They are often a safe bet for retailers
and appeal to nostalgia for better times
amongst consumers. Parents are more likely
Kazachok Licensing Mag'
Janvier - Mars 11
49
market focus
U.K
In the UK, a raft of licensed consumer products
has been launched this Autumn including
apparel, giftware, DVD and music products,
video games, accessories and books. Further
launches including home décor, food and a
number of promotions will be launched next
year.
Of course, entertainment is only a part of the
story in the UK. There are many other
categories that have ventured into licensing.
Brand licensing
to buy something for their children that they
know rather than something they have never
heard of.
The resurgence has seen increased popularity
for many classics from the UK. Examples
include Roland Rat, who was a big hit in the
1980’s. The people who grew up with him are
n ow adults, most like ly to be financially
independent and interested in fashion, buying
products that remind them of childhood.
Going further back, re n ewed ca m p a i g n s
around classic British properties Bill and Ben,
Andy Pandy and Monty Python are underway
and brands such as the Wombles, - ahead of
their time with their recycling message –
together with Dangermouse and Bagpuss
carry wide appeal for apparel for children right
through to their grandparents.
It is est i m a ted that around 30% of the UK
licensing market is now home-grown. But, that
said, of co u rse, the te r r i tory is open to
successful properties from around the world.
Toy Story, Princesses and Cars, from Disney,
have been hugely successful in the UK, as has
Ben 10, Shrek and, of course, Hello Kitty, one of
the most successful properties in the UK.
The Licensing Awards, which took place in
London in September, attended by over 1000
people from the UK and further afield saw both
Hello Kitty and Peppa Pig as the children’s
property award winners.
Preschool is, of course, highly competitive in
the UK. At the other end of the scale, the teen
and tween market has performed well in the
past year, thanks largely to teen properties
such as the High School Musical franchise,
iCarly and, of course, the omnipresent Glee.
Glee is television’s most award-winning new
series and has become an inte r n a t i o n a l
sensation. The soundtracks have topped charts
around the world and in the United Sta te s
alone, over seven million songs have been
downloaded.
50
Kazachok Licensing Mag'
H e r i tage is one of these, and The Natural
History Museum, London Zoo, the Victoria and
Albert Museum, and Oxford and Cambridge
Universities are all examples of brands that are
used on diverse applications. These heritage
brands also have the advantage of being
traditional, which taps into a certain need in the
market.
Sport, of course, plays a major part in UK life in
general, and licensing in particular. Football,
rugby, cricket and a host of other sports enjoy
significant licensing programs.
Wo r l d - famous football clubs such as
Manchester United, Chelsea and Liverpool
enjoy merchandising programmes that have
travelled the world. In cricket, the Ashes – the
bienniel hard-fought match between Australia
and England, inspires a wide range of products
as does the Wimbledon tennis championships.
Lords, the home ground of English cricket,
even has a licensed wine that uses its name!
But, of course, the sporting event destined to
eclipse all of these is the 2012 Olympics to be
held in London. The first ranges of products
a re going insto re this Autumn and key
licensees have been signed including Golden
Bear as master toy licensee and Winning
Moves as games partner.
In addition, a new London 2012 shop opened
at Paddington Station rece n t ly and other
outlets are scheduled to be opened in the
near future.
Janvier - Mars 11
London 2012 now has 36 licensees for their
London 2012, Team GB and Paralympics GB
m e rchandise. The final pro g ramme is
ex p e c ted to have around 50 licensees who,
between them will generate around 1 billion
pounds which will contribute over 80 million
towards the running of the games.
Of course, the Olympics have a lot to live up to,
following the Beijing games two years ago. For
those that like figures, there will be 205 nations
taking part in the London 2012 Oly m p i c s ,
co n s i sting of a combined 10,500 athle te s ,
70,000 volunteers, 20,000 accredited media,
8m tickets, a global audience of 4bn and 26
Olympic sports across 300 events in 17 days.
This will be followed two weeks later by the
Paralympic Games, the wo r l d ’s 3rd largest
sports event with an additional combined
4,500 athle tes, 2m tickets, 20 Pa ra lympic
sports, across 12 days and a total of 471 events.
Of co u rse, all of the UK is hoping that the
country enjoys more success in the field and
track events than they did during the World
Cup where England’s pitiful perfo r m a n ce
meant they were eliminated early on in the
tournament.
May and June saw a rise in toy sales as a result
of the World Cup, ahead of its opening but, with
key territories including Fra n ce and Italy
e l i m i n a ted early, merchandise sale s ,
understandably, never reached the heights that
were originally predicted.
To summarise, the UK has lived through a
s i g n i f i cant downturn but, cle a r ly, is now
moving in the right direction. Retailers are still
hesitant to take new properties and, when they
do, orders are nothing close to the scale they
used to be.
This said, the potential of the UK market to
grow is significant and, in terms of licensing,
n o d o u b t t h e i n d u s t r y w i l l re ce i ve a
tremendous boost in the coming year ahead of
the 2012 London Olympics.
Lizenzthemen Fokus
property focus
Germany
Vipo
Die Abenteuer des fliegenden Hundes Vipo gehen mit
der Fertigstellung der zweiten Fernsehserie in eine neue
Runde. Die Bekanntheit der Marke wächst weiterhin
rasch auf internationalem Niveau.
Eine zweite animierte Serie in Produktion
2005 hatte Vipo seinen erste n
öffentlichen Auftritt, seinerzeit
mit einem illust r i e r te n
Kinderbuch und einem großen Plüschhund.
Anfang 2008 wurde die erste TV Serie fertig
gestellt, seitdem macht der fliegende Hund
eine rasante internationale Karriere.
>
Vipo entdeckt die Welt
Die erste Staffel „Vipo entdeckt die Welt“
(im Original „Vipo - Adventures of the Flying
Dog“) lief seit Anfang 2008 in etwa 100
Ländern und wurde über 30mal übersetzt.
Weitere Sprachen wie z.B. Mandarin oder
Koreanisch kommen nach wie vor hinzu.
Die Reiseabenteuer, die lehrreiche Inhalte
mit spannenden Abenteuergeschichten
verbinden, finden hervorragenden Anklang
bei Kunden und in der
jungen Zielgruppe. Letztes
Jahr belegte Vipo bei TVE
als Newcomer eine Top 10
Platzierung bei allen in
Spanien ausgestrahlten
K i n d e r p ro g rammen, in
Italien verdoppelte sich auf
Italia 1 die Einschaltquote
im Folgemonat der
Erstausstrahlung. Für die
Home Video Auswertung
w u rd e n z a h l re i c h e
namhafte Partner
gefunden, so z.B.
Constantin Film in Deutschland, Warner
in Spanien oder Noviy Disk in Russland.
Auch Lizenzartikel erfreuen sich
zunehmender Beliebtheit, aktuell
e x i s t i e re n c a . 4 0 0 P r o d u k t e w i e
Plüschtiere, Sammelfiguren, Printartikel,
Puzzles, Kissen oder Handyanhänger. Zur
U n te rstützung des Marke n a u f b a u s
können sich Kinder im mehrs p ra c h i g
verfügbaren Vipoclub registrieren und
s i c h m i t z a h l re i c h e n A k t i v i t ä t e n
beschäftigen. Weiterhin kooperiert die
Vipo Land GmbH mit Partnern wie den
Kinderhotels, wo die Charaktere auf die
ideale Zielgruppe treffen.
52
Kazachok Licensing Mag'
Die zweite Vipo Serie
Im Zuge des Erfolges und der positive n
Akzeptanz von Vipo wird eine zweite Serie
produziert und bereits im Februar 2011
fertig gestellt sein. In „Vipo & Friends –
Surviving Time Island“ ve rschlägt es
u n s e re n H e l d e n m i t s a m t s e i n e n
T i e r f reu nden au s Sta f fel 1 i n eine
unbekannte Welt, in der es viele Aufgaben
zu lösen gibt. Zuerst lernen sich die
verschiedenen Charaktere untereinander
kennen. VIPOs Herausforderung wird es
sein, vier verlorene Steine wiederzufinden,
um ein Amulett damit zu komplettieren –
nur so können die Freunde in ihre Heimat
z u r ü c k ke h ren. Auf Time Island le b e n
außerdem die Goggs, grüne froschartige
Wesen, die für alle r lei Komplikationen
sorgen. Die neue 3D
animierte Serie wird
in High Definition
und 5.1 Surro u n d
Sound produziert,
i st b ere it s i n
m e h re re Länder
verkauft und erntet
großes Lob für die
herausragende
Animationsqualität.
Pa rallel wird auch
die erste Serie in
High Definition
überarbeitet.
Zusätzlich zum hochwertigeren Rendering
we rden hier zahlreiche neue visuelle
Effekte kreiert. Zusammen werden im
Frühjahr somit 52 Episoden verfügbar sein,
ein wichtiger Schritt, um das Portfolio für
ein erfolgreiches Lizenzprogramm nicht
nur qualitativ, sondern auch quantitativ zu
erweitern. Als Spin-Off ist eine virtuelle
Welt in Entwicklung, die ebenfalls im
Fr ü h j a h r 2 0 1 1 fe r t i g g e s te l l t u n d
gelaunched wird. Die Website greift das
Konzept von „Time Island“ auf und wird
über mehre re einzigartige Fe a t u re s
verfügen.
S.Z.
Janvier - Mars 11
Vipo, a second series
in production
With the completion of a second television series,
Vipo – Adventures of the Flying Dog is entering a
n ew round. The brand aware n e ss is ra p i d ly
growing on an international level.
Vipo was first seen by the public in 2005 in the form of
an illustrated children‘s book and a large plush dog.
The first TV series was completed at the start of 2008.
Vipo - Adventures of the Flying Dog
The first season ‘Vipo - Adventures of the Flying Dog’
has been broadca st in around 100 countries and
translated into over 30 different languages. Despite
being a newcomer, last year, Vipo ranked in TVE’s top
10 children‘s programmes broadcast in Spain. In Italy,
the viewer numbers on Italia 1 doubled the month
after the programme was first aired. Several wellk n own partners we re found for home video
distribution, including Constantin Film in Germany,
Warner in Spain and Noviy Disk in Russia. There are
currently around 400 products such as plush animals,
collectible figures, printed material, puzzles,... To help
deve lop the brand, children can register in the
Vipoclub, which is available in several languages. Vipo
Land GmbH is continuing to work with partners such
as Kinderhotels, where their characters come into
contact with the ideal target group.
The second Vipo series
In ‘Vipo & Friends – Surviving Time Island’, that will be
completed in February 2011, our hero and all of his
animal friends find themselves in an unknown world
in which they have to resolve multiple tasks.
Produced in high definition and 5.1 surround sound,
the new 3D animated series has already been sold in
s everal countries. And the first series is being
reworked in high definition. In addition to the highquality rendering, several new visual effects are being
created.
As a spin-off, a virtual world is being developed, which
will also be completed and launched in spring 2011.
The website is based on the idea of ‘Time Island’ and
will offer several unique features.
S.Z.
Advertorial
License experts draw three
trumps at the International Toy
Fair Nuremberg 2011
• Nuremberg offers ToyInnovations,
ToyKnowHow and ToyNetwork
• LicenseCenter – the meeting place
for the Licensing industry from 3-5
February 2011
• LicenseCenter moves to central
entrance area and hosts License Lounge
he International Toy Fair Nuremberg 2011 is
basing its pro g ramme on the three trumps
innovations, know ledge and co n tacts. Visitors to
Nuremberg draw a good hand of cards for their
year’s business. Among them the licensing industry
who will find the LicenseCenter all new designed.
The LicenseCenter is moving to the spectacular
Mitte (central) entrance of the Nuremberg exhibition
centre. It will be enhanced by a License Lounge for
licensors, licensees and licensing agencies.
T
he new location gives the license worlds of current themes presented in the LicenseCenter more
design scope. Licensors and licensing agencies also provide clear information and film trailers on
the license themes. Media partners from various countries show which license themes are expected to
become the top sellers of the year in the worldwide markets in their International Trend Selection.
Kazachok Mag' will present the French Trend Selection. The LicenseGuide is also being revised. New
search functions and a clearer display enable tra d e rs to quickly find which licenses the va r i o u s
manufacturers offer. Visitors to the LicenseCenter can direct all their questions to the experts from the
LicensingPress magazine at the fair. The Licensing Industry Merchandisers’ Association (LIMA) supports
the LicenseCenter as official partner.
T
Come and take your
Kazachok Guide on
booth EING-M10, at
CCN Mitte.
ith the License Lounge,
Spielwarenmesse eG is expanding
the prev i o u s ly tra d e r - o r i e n ta te d
LicenseCenter into a get-together for all
players who achieve a considerable part
of their revenue for toys in the license
business. They have the opportunity for
talks until 7 p.m. daily from 3-5 February
2011 at their new meeting-point in the
foyer of Brüssel hall in the ce n t ra l
entrance area. This enables exhibitors to
find time for a visit to the lounge as well.
W
The LicenseCenter : 3-5 February 2011
Toy Fair Nürnberg : 3-8 February 2011
he organizer Spielwarenmesse eG sees its task as preparing the huge spectrum of products in an
efficient and clearly arranged form for the trade visitors. Its special shows highlight current topics and
structures the products with extra display areas or in brochures, e.g. Toys go green. Nuremberg offers
three main success factors to the trade visitors: ToyInnovations, ToyKnowHow and ToyNetwork. First and
foremost retailers and buyers come to Nuremberg to discover new products for their assortment. This
makes the InnovationCenter in hall 4 the heart of the innovation programme, where visitors find an overview
of the manufacturers’ new products and the ToyAward winners. The knowledge offered at the International
Toy Fair in 2011 includes the toy fair special and the Global Toy Conference on 2.8.2011 and the daily series
of presentations at the Toy Business Forum. Furthermore, there are numerous networking opportunities at
Nuremberg like the LicenseCenter. Professionals for consumer goods, toys and licensing from all over the
world meet the International Toy Fair to make new contacts and cultivate existing ones.
T
icensing experts and speciality
re ta i lers committed to provide
good service to their customers will
profit from the Toy I n n ovation,
ToyKnowHow and ToyNetwork of the
I n ternational Toy Fair Nuremberg
from 3-8 February 2011. For further
information, please visit www. toyfair.de or contact the French representative of Spielwarenmesse eG.
L
markt fokus
market focus
Germany
Nachrichten aus
Axel Dammler ist geschäftsführender
Gesellschafter von iconkids & youth
international research, Deutschlands größtem
Institut für Kinder- und Jugendforschung.
iconkids & youth bietet Lizenzgebern und -nehmern Beratung und
Marktforschung zu sämtlichen Bereichen des Lizenzierungsprozesses.
Neben Befragungen und Online-Umfragen zur Ermittlung
vielversprechender Lizenzmöglichkeiten bietet das Institut auch
maßgeschneiderte qualitative und quantitative Studien zur
Entwicklung und Bewertung geeigneter Markt- und
Produkteinführungsstrategien.
Wir haben Herrn Dammler nach
seiner Einschätzung des
deutschen Marktes gefra g t :
Deutschland unterscheidet sich ganz klar von
anderen Märkten. Nicht dass ich darauf stolz
bin, es ist einfach eine Tatsache. Der Vorteil
für uns Deutsche: Wir können es uns leisten
a n d e rs zu sein, da Deutschland einen
wichtigen Markt darstellt. Der Nachteil
für alle anderen: A l les, was für den
deutschen Markt bestimmt ist, muss an
u n s e re seltsamen Einstellungen und
Verhaltensweisen angepasst werden.
Was für fast jedes Marktsegment zutrifft,
gilt natürlich auch für den Bere i c h
Lizenzprodukte. Im Vergleich zu anderen
Lä ndern ist Deuts chl and noch ein
Entwicklungsland, wenn es um die
Bedeutung von Lizenzen geht.
Das grundlegende Pro b lem ist, dass
deutsche Ve r b raucher vor allem auf
Spielzeugsysteme setzen.
>
Deutsche Eltern mögen
Spielzeugmarken…
Ob Lego, Playmobil oder Barbie: Deutsche
Eltern statten Kinderzimmer bevorzugt mit
Spielzeugmarken aus. Einerseits haben sich
diese über die Jahre als Qualitätsmarken
bewährt, andererseits bauen die Spielzeuge
dieser Marke aufeinander auf. Welches neue
Lego-Set ein Kind auch immer erhält, es
ergänzt die Produkte, die es bereits hat – und
sorgt so für mehr Spielmöglichkeiten und
Langlebigkeit. Und wenn das Kind nicht
mehr damit spielen will, kann man es immer
noch we i te r ve r k a u fen. Aufgrund dieser
54
Kazachok Licensing Mag'
Grundeinstellung kaufen deutsche Eltern
äußerst ungern lizenzierte Spielzeuge, da
diese lediglich als kurzlebige Pro d u k te
angesehen werden (was sie natürlich auch
sind).
Lizenzen funktionieren im Spielzeugsegment
am besten, wenn sie mit zuverlässigen
nachhaltigen Marken kombiniert werden.
Der Erfolg von Lego mit Star Wars und Bob
der Baumeister zeigt, was möglich ist,
wenn eine starke Lizenz auf eine starke
Spielzeugmarke trifft. Ist diese Kombination
nicht möglich, liegt die vielversprechendste
Alternative darin, den Einfluss der Eltern
möglichst zu umgehen und sich auf Produkte
zu konzentrieren, die Kinder von ihrem
Taschengeld kaufen können, wie etwa
Sammelkarten und -figuren.
... Und sie vertrauen die TV
Serien nicht
Auch wenn sich dies in den le t z ten fünf
Jahren verbessert hat, besteht immer noch
ein grundlegendes Misstrauen gegenüber
dem Fernsehen – insbesondere in Bezug auf
neue Fo r m a te bei TV-Animationsserien.
Deutsche Eltern sind mit tra d i t i o n e l len
Formaten wie Disney oder Warner Brothers
aufgewachsen. Zudem lieben sie
Zeichentrickserien wie Wickie oder Heidi, die
als „von Grund auf deutsch“ wahrgenommen
werden.
Die Folge: Je jünger die Kinder, desto
traditioneller zeigt sich auch heute noch der
deutsche Markt. Bei Kleinkindern und
Kindern im Vorschulalter bis ca. 6 Jahre
haben Eltern die ausschließliche Kontrolle,
Janvier - Mars 11
Messages from
an alien country
Licensing in Germany
Axel Dammler is managing director of iconkids & youth
international research, Germany's largest child and
youth research agency. iconkids & youth prov i d e s
consulting and research for all stages of the licensing
process and for both licensors and licensees. Services
include online or face-to-face surveys to identify the
promising licenses, or tailor made qualitative and
quantitative studies to develop and evaluate fitting
market strategies or product executions.
Yes, Germany is different. The good news for us
Germans is that we get away with it as we are such an
important market, the bad news for the rest of the
world, however, is that whatever is brought to Germany
needs to be adapted to our strange attitudes and
behaviour.
What is true for almost any market segment is obviously
also true for licensing. Compared to other countries,
Germany is still a development country when it comes
to the relevance of licenses.
German parents like toy brands
No matter if it's Lego, Playmobil, or Barbie: German
parents like to establish toy brands in their children's
rooms. On the one hand, these brands have proven
their quality over the years, and on the other hand toys
of these brands build together. And if the child does
not want to play with it anymore, you can still sell it.
Because of this basic attitude, German parents are
very reluctant to buy into licensed toys as these are
considered to be short-term products only (which in
fact they are, of course).
Licenses work best in the toys segment when combined
with a trustworthy, sustainable brand. Lego's success
with Star Wars or Bob the Builder shows what can
happen when a strong license meets a strong toy brand.
If this is not possible, the most promising alternative is
markt fokus
market focus
Germany
einem fremden Land
Lizenzierung in Deutschland
sodass moderne neue Lizenzprodukte nur
wenig Aussicht auf Erfolg haben. Einige
Erfolgsgeschichten auf dem deutschen
Lizenzmarkt wie Prinzessin Lillifee oder
Capt'n Sharky von Coppenrath konnten sich
vor kurzem durchsetzen, da sie den
traditionellen Formaten entsprachen und auf
Kinderbüchern beruhen (was für deutsche
Eltern mit überlegener Qualität gegenüber
Fernseh- oder Filmlizenzpro d u k te n
gleichzusetzen ist).
Ein zentrales Problem ist, dass deutsche
E l tern neue Zeichentrick- bzw.
A n i m a t i o n sserien hauptsächlich
anhand ihrer visuellen Aufmachung
b e u r te i le n. Al le s , w a s d e m
klassischen Format entspricht, wird
schnell angenommen. Wenn jedoch
ein neuer oder anderer Look
ve r wendet wird, steht man
diesem zunächst mit Argwohn
gegenüber. So we rden Anime
beispielsweise automatisch mit
Aggressivität und Gewalt gleichgesetzt,
was natürlich nicht stimmt.
Und seltsam aussehende
Serien wie SpongeBob
Schwammkopf werden von
vielen abgelehnt, da die
Charaktere so anders
aussehen und die Stimme von
SpongeBob nicht gut ankommt. Um
das noch einmal zu verdeutlichen: Es ist nicht
die Qualität der Serie, die auf Ablehnung
stößt, sondern das Format!
Deutsche Händler sind
konservativ
Ähnlich wie die Eltern zeigen sich auch
deutsche Händler recht konservativ. Es
dauert einige Zeit, bis sie sich eine neue
Lizenz zu eigen machen und sich für deren
Einführung auf dem Markt einsetzen.
Andererseits muss man auch sagen, dass
sich einige der ersten etwas mutigeren
Ve rsuche der Händler als ko m p le t te
Fehlschläge erwiesen haben: So wurde zum
Beispiel Harry Potter mit vollem Einsatz (und
vielen schlechten Produkten) eingeführt,
erwies sich jedoch zunächst als Regalhüter.
Selbst Bob der Baumeister brauchte fast
z wei Jahre, um in Deutschland wirklich
erfolgreich zu sein.
Erst wenn Kinder im Grundschulalter nicht
länger der Kontrolle der Eltern unterstehen,
ändert sich die Situation und neue Lizenzen
haben eine Chance auf Erfolg. In
diesem Alte rssegment zeigen
sich in
Deutschland
ähnliche
Präferenzen wie in
a n d e ren Märkte n .
Dazu zählen Lizenzen
wie Hannah Montana
oder Bakugan, die
nicht unbedingt bei
Eltern beliebt sind.
Hier kann sich die
Trägheit der Händler
und Lizenznehmer jedoch als
Problem erweisen. Denn der
Grund, warum traditionelle Lizenzen
auch im Grundschulalter und bei unter
Dreizehnjährigen vorherrschen ist nicht etwa,
weil die jungen Verbraucher sie bevorzugen,
sondern weil co o le neue Pro d u k te und
Trends nicht rechtzeitig angeboten werden.
Aus all diesem ergibt sich, dass der deutsche
Markt viel Aufmerksamkeit erfordert – und
das über einen längeren Zeitraum. Man
muss bereit sein, die Lizenz langsam auf dem
Markt auszubauen, um sich das Vertrauen
der Verbraucher und Händler zu sichern –
dann wird man belohnt. Die Denkweise der
Deutschen lautet schlicht und einfa c h :
Warum sollte man Neues ausprobieren,
wenn bereits eine Reihe an starken Lizenzen
vorhanden ist und die Deutschen mit diesen
zufrieden sind?
Dennoch: Warum sollten Sie uns die
Möglichkeit nehmen, neue und spannende
Lizenzen zu entdecken? Also, bitte
überzeugen Sie die Deutschen, dass Ihre
Lizenz und Ihre Lizenzprodukte es wert sind!
to avoid the influence of parents and to focus on
products the children can buy from their pocket money,
e.g. trading cards or figurines.
And they mistrust TV series
Even though it has become better in the last five years,
there is still a basic mist r u st concerning TV, and
specifically with regard to new animation styles on TV.
German parents have grown up with the traditional
styles delivered by Disney or Warner Brothers. In
addition, they love animated series such as Wickie or
Heidi that are perceived as being German to the bone.
In consequence, the younger the children, the more
traditional the German market still is. Some recent
success stories in German licensing such as Prinzessin
Lillifee or Capt'n Sharky by Coppenrath were successful
because they met traditional styles, and originated in
children's books (= superior quality for German parents
compared to TV or movie licenses!).
A central problem is that German parents tend to judge
new animation series mostly by their visual style. What
fits into the frame set by the classics finds it quite easy to
convince, but everything that has a new and different
look is looked at with suspicion. For example, they
believe anime is aggressive and violent by default which
is obviously not true. And weird looking shows such as
SpongeBob are rejected by many just because the
characters look so different and SpongeBob's voice is
not liked. To make this clear: It's not about the show's
quality, it's just the style that leads to rejection!
German retailers are conservative
Similar to the parents, German retailers are quite
conservative. It takes time before they embrace a new
license and help pushing it into the market. It has to
be said, however, that some of the retailers' first
attempts to become more daring were brutal failures:
For example, initially Harry Potter was released with
full force (and with many poor products), yet it was
glued to the shelves. Even Bob the Builder needed
almost two years to take off in Germany.
Only when children finally escape the control of
their parents in the primary school age the picture
changes and new licenses have a fair chance to win.
In this age segment we see similar preferences in
Germany as in other markets, including licenses
such as Hannah Montana or Bakugan that are not
n e ce ss a r i ly loved by parents. And here, the
s l a c k n e ss of re ta i le rs and licensees can in fa c t
become a problem. This is why long-term licenses
dominate also in the primary school and tweenager
segment: Not because the young consumers would
prefer them, but because the cool new entries and
fads are missing at the right time.
The lesson to be learned from all this is that the
German market requires full devotion – and this for a
longer period of time. Be prepared and willing to build
the license slowly in the market to establish trust
among consumers and re ta i le rs and you will be
rewarded. The German way of thinking is simply like
that: Why bother with new stuff when there are
already a number of strong licenses around and the
Germans are happy with them?
But still: Why take us the chance to discover exciting
new licenses? So please convince the Germans that
your license or licensed product is worth it!
Kontakt: a.dammler@iconkids.com - Website: www.iconkids.com
55
markt fokus
market focus
Germany
Lizenzen
nicht immer steht der Umsatz
BRANDORA
Wer denkt beim Thema Lizenzen nicht an Umsatzzahlen, Budget und Verkaufsschlager. Dass es aber auch anders geht, zeigen die
folgenden Beispiele. Von der Unterstützung gemeinnütziger Institutionen über Wohltätigkeitsveranstaltungen bis hin zu gesunder
Ernährung und Bewegung unserer Kinder werden viele Projekte unterstützt oder wurden ins Leben gerufen.
>
Looney Tunes von Natur aus
aktiv! WBCP bewegt die Kids!
Looney Tunes Aktive! ist eine Initiative im
Rahmen der Looney Tunes, die auf der
einzigartigen und ungebändigten Natur der
Looney Tunes Charaktere aufbaut. Mittels
einer Auswahl an Marketinginitiativen und
sportlicher Bewegung soll ein aktive rer
Lebensstil bei Kindern gefördert werden.
Seit 2006 hat die Looney Tunes Sportparty
in vielen Städten und Schulen für Furore
g e s o rgt. So macht Sport Spaß: mit
Bugs Bunny, Daffy Duck und einer
S p o r t s h o w m o d e r a t o r i n w i rd d i e
Sportlichkeit der Publikumskinder geprüft
und es wird gezeigt, wie man so richtig fit
wird. Mit lustigen Spielen und sportlichen
Songs kommt Bewegung und Spaß ins
Publikum und auf die Bühne. Etwa
1/2 Millionen Besucher erreichen die
Looney Tunes bei diesen Events.
Disney zeigt soziales
Engagement
Seit seiner Unternehmensgründung 1923
hat Walt Disney es sich zur Aufgabe
gemacht, durch gemeinnützige Tätigkeiten
in der ganzen Welt Kindern und Familien
ihre Herzenswünsche zu erfüllen. Dabei
liegt der Schwerpunkt Disneys auf
d e n B e re i c h en W u n s c h e r f ü l l u n g ,
Unterstützung von Kinderkrankenhäusern
u n d K i n d e rh os p i z e n s o w i e d e r s o
genannten Disney VoluntEARS-Initiative.
Diese Initiative zeichnet sich durch die
freiwillige Wohltätigkeitsarbeit von DisneyMitarbeitern aus. Disney VoluntEARS bietet
den Mitarbeitern die Möglichkeit, ihre Zeit,
ihr Wissen und ihr gemeinnütziges
Engagement dafür einzusetzen, im Umfeld
der Disney-Standorte Gutes zu tun. Mit der
gemeinnützigen Arbeit, die seit jeher zur
56
Kazachok Licensing Mag'
Tradition Disneys zählt, möchte das
Unternehmen direkt an seinen Standorten
einen sozialen Beitrag leisten. Weiterhin
s p e n d e t D i s n ey D e u t s c h l a n d a l le
Lizenzprodukte, die die Lizenznehmer
jährlich auf der Disney Retail Expo
ausstellen, an gemeinnützige
Einrichtungen im näheren Umkreis der
Ausstellung – 2010 gingen diese an die
Arche in Düsseldorf.
Nickelodeon Consumer
Products unterstützt die Welt!
Mit der Aktion „Weltbeschützer“ versucht
NCP 2010 bereits zum Dritten mal Kindern
den Umweltschutz näher zu bringen. Mit
verschiedenen Aktionen und prominenter
Unterstützung (2010 mit Schauspielern aus
der Serie „Das Haus Anubis“) we rd e n
Kinder aufgefordert, Ideen zu entwickeln,
wie man beispielsweise Energie sparen,
R e c ycling betreiben oder etwas für
sauberes Wasser tun kann. Mit etwas Glück
und einer guten Idee gewinnt man am Ende
€1.000 für seine Aktion und darf sich
Janvier - Mars 11
BRANDORA´s Point Of View:
Licensing in Germany –
sales figures not always
come first
When people think about licensing, they often think
in terms of sales figures, budget, and the next big
seller. However, there is another way to do licensing
– as the fo l lowing ex a m p les will reveal. Fro m
supporting non-profit organisations to charity
events, promoting healthy diet and active lifestyle –
licensing in Germany provides for many valuable
projects or even initiates charitable projects of their
own.
Looney Tunes - active by nature!
WBCP shows kids that being active
is cool!
The Looney Tunes Active! initiative builds on the
unparalleled dynamic and hilarious nature of the
Looney Tunes characters. By engaging in marketing
action, sports events and other physical activities
WBCP aim to encourage an active lifestyle among
children and their families. Since the first event in
2006, Looney Tunes sports parties have been creating
much excitement in German schools and cities. This
markt fokus
market focus
Germany
in Deutschland
an erster Stelle
Weltbeschützer nennen. Eine we i te re
Aktion aus dem Hause NCP ist „Hilf Dora
helfen“. Nickelodeon und Dora, die kleine
Heldin aus dem Nick Jr. Programm, ruft in
dieser Kampagne Kinder auf, anderen
Kindern zu helfen. Die Aktion findet bereits
zum dritten Mal statt. Kindergarten- und
Vorschulkinder malen ein Bild von Dora und
senden es nach Berlin an Nickelodeon. Für
jedes Bild, das bei Nickelodeon eintrifft,
spendet der Sender einen Euro für einen
g u ten Zweck. In diesem Jahr wird die
Spende unter fünf Kindergärten aufgeteilt.
Diese Kindergärten können sich dann über
eine Spende für eine Renovierung oder
Neuanschaffung freuen.
Super RTL setzt sich in
vielfältiger Weise für soziale
Projekte ein
Auch bei Super RTL legt man Wert auf
s o z i a le Kampagnen und nachhaltige
Projekte.
U n te r d e r S c h i r m h e r rs c h a f t v o m
Bundesministerium für Gesundheit und
Soziales sowie dem Bundesministerium
für Ernährung, Landwirtschaft und
Ve r b ra u c h e rschutz ko o p e r i e ren Lazy
Town & “5 am Tag e.V.“ für eine gesunde
Ernährung.
Seit 2007 engagiert sich Super RTL im
Bereich der Leseförderung. Super RTL ist
Mitglied der Stiftung Lesen. Dies ist eine
way, being active can be real fun: Bugs Bunny, Duffy
Duck and a sports presenter te st the audience’s
fitness and give practical advice. Funny games and
sportive songs promote activity while having fun. At
these events the Looney Tunes regularly reach almost
half a million visitors.
Disney commit to charity
Since their company foundation back in 1923, Walt
Disney have dedicated themselves to charity and
continued to draw upon their magic to make wishes
come true for children and their families around the
world. Doing so, Disney conce n t ra te on fulfilling
wishes, supporting children’s hospitals as well as
children’s hospices and Disney VoluntEARS, an
initiative for Disney employee volunteerism. Disney
VoluntEARS enables their employees to dedicate their
time and talents to improve their communities around
the world. Philanthropy is a part of Disney’s tradition
and dedication to contribute to society. What is more,
after their annual Disney Expo Disney Germany
donate all products on display to charity organisations
in their vicinity – 2010 the product went to the Arche in
Düsseldorf.
Nickelodeon Consumer Products
protects the world!
For the third time, NCP try to give children an
understanding for environment protection with their
“Weltbeschützer” (World Pro tectors) initiative.
Different activities and celebrity support (The ‘House
of Anubis’ cast in 2010) encourage children to develop
ideas on power saving, waste re c ycling and the
control of water pollution. With some luck and a good
idea children even win 1,000 Euros and earn the title
“World Protectors”. Another initiative by NCP is “Hilf
Dora helfen” (The Big Help). In their third year
Nickelodeon and Dora the Explorer, the little Nick
Junior heroine, engage kids to make a difference in
the world. Preschool children paint a picture of Dora
and send it to Nickelodeon in Berlin. For each picture,
Nickelodeon donate one Euro to charity projects. This
year five nursery schools share the money to renovate
their buildings or acquire new equipment.
Super RTL campaign for various
social projects
Also Super RTL value social campaigns and
s u sta i n a b le projects. In co o p e ration with the
Federal Ministry of Health and the Federal Ministry
of Food, Agriculture and Consumer Protection, Lazy
Town and “5 am Tag e.V.” (5 A Day) pro m o te a
healthy diet. What is more, since 2007 Super RTL
work to increase reading education and reading
competence as an official “Stiftung Lesen” member.
“ S t i f t u n g L e s e n ” i s a G e r m a n n o n - p ro f i t
organisation under the patronage of the President
of Germany and aim to spark interest and pleasure
in reading. Super RTL annually engage in their
large-scale reading campaign.
As part of another non-profit project, Super RTL
ta ke “WOW! Die Entdeckerzone” (WOW – The
Discovery Zone) to schools. Students and Teachers
a re enco u raged to ta ke part in the “WOW! Der
Entdeckerpreis” (WOW – The Discovery Award)
Kazachok Licensing Mag'
Janvier - Mars 11
57
markt fokus
market focus
Germany
gemeinnützige Organisation unter der
Schirmherrschaft des Bundespräsidenten
und hat sich zum Ziel gesetzt, Lesefreude
zu we c ken und Leseko m p e tenz zu
ve r m i t t e l n . J ä h r l i c h g i b t e s e i n e
großangelegte Kampagne zum Thema
Lesen.
Mit „WOW! Die Entdeckerzone“ geht Super
RTL an die Schulen. Hier werden Schüler
und Lehrer gebeten, am We t t b ewe r b
„WOW! Der Entdeckerpreis“ teilzunehmen.
Die Aufgabe besteht darin, das beste
S c h u lexperiment im Fach Chemie zu
entwickeln. Die fünf besten Klassen werden
zu einem Wissenschaftstag in den „EuropaPark“ eingeladen.
In der Vorweihnachtszeit ruft Super RTL
Kinder und Eltern in Deutschland und
Österreich dazu auf, ein ausgewähltes und
gut erhaltenes Spielzeug zu spenden. Die
S p i e l z e u g p a ke te können ko ste n lo s
eingeschickt werden und werden nach
Sichtung über den Verband „Die Tafel“ an
hilfsbedürftige Kinder und Familien in ganz
Deutschland verteilt. Für jedes
e i n g e s a n d te Päckchen spendet der
Ve rein „Super RTL für Kinder e.V. “
zusätzlich 1 Euro an „Clowns für
Kinder im Krankenhaus e.V.“
Aber auch an die Kle i n sten wird
gedacht. Die Aktion „Bob hilft
Kindergärten“ fand bereits fünfmal
statt. Damit Bob weiß, we lc h e n
K i n d e rg ä r ten besonders dringend
geholfen werden muss und was dort zu
tun ist, braucht er die Hilfe von Kindern,
Eltern und den Mitarbeitern der
Kindergärten. Der aktuelle Zustand des
Außengeländes sowie die Größe und Form
des zu renovierenden Bereiches sollte
dokumentiert sein. Aus allen Einsendungen
w e rd e n d a n n f ü n f K i n d e rg ä r t e n
ausgewählt, denen dann jeweils ? 5.000,
für die Renovierungsarbeiten zur Verfügung
gestellt werden.
Der kleine Prinz ist Botschafter
für die Rechte der Kinder
Seit mehr als 60 Jahren begle i tet „Der
kleine Prinz“ auch hier in Deutschland
große und kleine Leute auf dem Weg zum
Erwachsenwerden. Auf allen seinen Reisen
zeigt der kleine Prinz große Verantwortung
für die Welt in der er lebt und die Freunde,
die er dort findet. Deshalb ist er auch seit
vielen Jahren Botschafter für die Rechte
der Kinder und den gemeinsamen Traum
58
Kazachok Licensing Mag'
von einer besseren Welt. Er steht dabei für
die kindliche Neugier, Ehrlichkeit, Toleranz,
Liebe und Gro ß z ü g i g keit gegenüber
anderen: „Man sieht nur mit dem Herzen
gut. Das Wesentliche ist für das Auge
u n s i c h t b a r.“ Durch die Ve rgabe vo n
Lizenzen für den kleinen Prinzen wollen
Euro Lizenzen und die Familie von Antoine
de Saint-Exupéry (Saint Exupéry-d´Agay
E sta te) seine Botschaft we i te r t ra g e n ,
Kinder in Erstaunen ve rsetzen und
Erwachsene auf eine Reise zurück in ihre
eigene Kindheit einladen. Euro Lizenzen
und die Lizenznehmer unterstützen dabei
ganz im Sinne des kleinen Prinzen die
Hilfsprojekte von Children for a better World
e.V. mit 10% ihrer Einnahmen. So wird aus
jeder erteilten Lizenz ein Beitrag zu mehr
Menschlichkeit und einer besseren Welt für
unsere Kinder.
Telepool und die Lesefüchse
Der Telepool ist es ein wichtiges Anliegen
mit ihrer geschäftlichen Tätigkeit auch
einen Beitrag für die Gesellschaft zu leisten.
Dabei we rden die ve rs c h i e d e n ste n
Organisationen, unter anderem auch das
R o te Kreuz, mit Hilfe von Sachspenden
unterstützt. Aktuell versorgt Telepool den
gemeinnützigen Verein „Lesefüchse e.V.“
regelmäßig mit Spenden in Form vo n
Büchern und hilft so mit, Kinder ans Lesen
heranzuführen. Die Jungen und Mädchen
können so Wissens- und Sozialkompetenz
aufbauen, was ihnen ihr spezielle r
familiärer Hintergrund oft versagt. Ebenso
werden immer wieder Kindertagesstätten
Janvier - Mars 11
contest and develop the best chemical experiment
at school. Top five classes are invited to enjoy a day
of science at the “Europa-Park” leisure park.
During the Holiday Season Super RTL call on
children and parents in Germany and Austria to
donate well-preserved toys. Packages can be send
free-of-charge and are distributed with the help of
“Die Tafel” (The Foodbank) to children and families
in need throughout Germany. For each package, the
association “Super RTL für Kinder e.V.” donate 1
Euro to “Clowns für Kinder im Krankenhaus e.V.”
(Clown Care). And last but by no means least the
youngest: This year Super RTL organize their fifth
“Bob hilft Kindergärten” campaign. To know which
nursery schools are in urgent need of help, Bob the
Builder relies on the help of children, parents and
n u rser y sc h ool te a c h e rs. T h ey app ly with
documents revealing the current state of premises
and the size of the area that needs refurbishment.
From all submissions five nursery schools win 5,000
Euros for renovations.
The Little Prince acts as
ambassador for children’s rights
Also in Germany, “The Little Prince” has been
accompanying young and not-so-young
people for more than 60 years on their
way to adulthood. On all his journeys
the Little Prince displays gre a t
responsibility for the world around
him and the friends he meets.
That’s why he has been acting as
ambassador for children’s rights
and their shared dream of a better
world for ye a rs. Doing so, he
stands for curiosity, honest y ,
to le ra n ce, love and genero s i t y
towards others: “One sees clearly
o n ly with the he ar t. An ything
essential is invisible to the eyes.” By
licensing the Little Prince brand, Euro
Lizenzen and the family of Antoine de
Saint-Exupéry (Saint Exupéry-d´Agay
E sta te) want to pass his message on,
amaze children and invite adults on a journey
back to their own childhood. True to the spirit of
the Little Prince, Euro Lizenzen and lice n s e e s
donate 10% of royalties to aid projects organised by
Children for a better World e.V. So whenever Euro
Lizenzen grant a license to produce Little Prince
products, they make this world more humane and a
better place for children.
Telepool and the Lesefüchse
Telepool is likewise concerned to have their share in
society and charitable action. They support several
non-profit organisations including the Red Cro ss
with in-kind donations. For their late st project,
Te lep o ol re g u l a r ly p rov id e t h e n o n -p ro f i t
“Lesefüchse e.V.” association with book donations
for the purpose of introducing children to the world
of reading. Reading helps boys and girls fro m
difficult family backgrounds to develop social skills
and acquire know ledge on diffe rent topics. In
addition, Telepool supports day care centres and
nursery schools with toy donations.
markt fokus
market focus
Germany
und Kinderg ä r ten mit Spielsachen
unterstützt.
CPLG – Unterwegs für einen
guten Zweck
Charlie Brown, Snoopy, Peppermint Patty –
ein Leben ohne sie ist kaum vorstellbar. Seit
C h a r les M. Schulz die liebenswe r te n
Charaktere 1950 ins Leben rief, begleiten
uns die Peanuts mit ihren lako n i s c h e n
We i s h e i ten. In diesem Jahr we rden die
Peanuts 60 Jahre. Grund genug für die
Copyright Promotions Licensing Group
Deutschland (CPLG)
sich etwas ganz
b e s o n d e re s
a u s z u d e n ke n u n d
ihnen ein rauschendes
Fe st auszurichte n .
Gemeinsam mit der
Hilfsorganisation Bild
hilft e.V. „Ein Herz für
Kinder“ und Peanuts
Wo rl d w i d e , d em
R e c h teinhaber der
Peanuts, entwickelten
die Lizenzprofis ein
s p e z i e l le s L o g o .
A u f takt des
Geburtstagsjahrs war
die Übergabe eines von den Lizenzpartnern
gesponserten Schecks in Höhe von 100.000
Euro an die Hilfsorganisation Bild hilft e.V.
„Ein Herz für Kinder“ bei der jährlichen,
vo r weih na ch tlich en, von v ielen
Prominenten unterstützten ZDF Gala 2009.
K rö n e n d e r A b s c h l u s s d e s 6 0 s t e n
G e b u r t stags wird die Übergabe eines
weiteren Schecks bei der diesjährigen Gala
im Dezember 2010 sein. Ein besonderes
Highlight ist die Kooperation mit der
deutschen Fluggesellschaft Condor. Mit
Condor gewannen die Peanuts einen
engagierten Partner, der gemeinsam mit
CPLG ein umfangreiches Lizenzprogramm
ausarbeite te: Bis Ende 2010 unte rstützt
Condor Kinderprojekte der
Hilfsorganisation Luftfahrt ohne Grenzen
e . V. - Wings of Help mit einem Te i l
de r Einnahme n aus Tic ke t - und
Bordshopverkäufen sowie mit zahlreichen
S o n d e raktionen. Hierzu zählt unte r
a n d e re m e i n e Ve r s t e i g e r u n g vo n
Flugzeugmodellen in Snoopy-Lackierung,
d e ren E r lös vo l l st än d i g an d i e
Hilfsorganisation geht. Je ein Flaggschiff
der drei Condorflotten B757, B767 und A320
z e ig t Pea nu t s C h a ra k t e re a u f d er
Außenlackierung. Snoopy und Woodstock
sind bei allen Maschinen in das Condor
Logo integriert. Snoopy und die Peanuts
sind darüber hinaus auf der CondorWe b s i t e p r ä s e n t u n d s o rg e n i m
Bordprogramm, auf Bechern, Servietten
und vielem mehr für Spaß an Bord.
„Wir sind stolz, mit Condor einen so
e n t h u s i a stischen Kooperationspartner
gefunden zu haben“, freut sich Joachim
Knödler, Managing Director von CPLG.
„Wenn ein traditionsreiches Unternehmen
so frei und offen das eigene Markenzeichen
mit einer anderen Marke verbindet, ist
dies nicht nur ein Kompliment an die
G röße der Peanuts, sondern in erster
Linie an den Gedanken, der hinter jeder
Hilfsaktion steckt: Gemeinsam sind wir
stark!“ Zusätzlich mobilisierte die
Hilfsorganisation «Luftfahrt ohne Grenzen
– Wings of Help» einen Tra n s a t l a n t i k
„World Children´s Flight“ mit Snoopy und
der Sikorsky S 38 von Minneapolis nach
Deutschland. Exklusiv für Luftfahrt ohne
G ren zen – Win gs of H elp wa gt die
Sikorsky eine Atlantik-Überquerung, die
an die Kindertage der Fliegerei erinnert.
Auf dem historischen Langst reckenflug
wird die alte Dame technisch von Condor
unterstützt. Der Flug wird außerdem von
ei ne m K a mera te a m b egle i tet un d
dokumentiert. CPLG rief Lizenzpartner zu
Spendenaktionen auf. Zusätzlich fanden
im Herbst Besuche des Snoopy Walking
Acts in von „Ein Herz für Kinder“ betreuten
Einrichtungen wie Kinderkrankenhäuser,
hospize und Kindergärten statt.
CPLG – On their way for good
cause
It’s hard to imagine a life without Charlie Brown,
Snoopy, Peppermint Patty. Since Charles M. Schulz
cre a ted the loveable characte rs back in 1950 the
Peanuts accompany people everyday with their
laconic wisdom. This year the Peanuts celebrate their
60th annive rs a r y. Reason enough for Copyright
Promotions Licensing Group Germany (CPLG) to
p re p a re a lavish ce le b ration and come up with
something special. Together with the aid organisation
Bild hilft e.V. “Ein Herz für Kinder” and Peanuts
Worldwide, rights owner of the Peanuts, the licensing
professionals developed a special logo. To prelude the
anniversary year, CPLG officially presented the aid
organisation with a donation cheque
for 10,000 Euros at the annual TV
Christmas Charity Gala 2009, funded
by licensing partners. The 60 th
birthday’s grand finale will be the
donation of another cheque at this
ye a r ’s Charity Gala in December
2 01 0. A n o t h e r h i gh li g h t is a
cooperation agreement with Condor,
one of Germany’s leading airlines.
With Condor the Peanuts have
gained a dedica ted partner to
d eve lop a larg e - s ca le lice n s i n g
p ro g ramme in cooperation with
CPLG: Condor support “Luftfahrt
ohne Grenzen e.V. – Wings of Help”
child relief projects throughout 2010
with a portion of their ticket sales
and onboard shopping proceeds as
well as numerous special events,
including an auction of custo m - p a i n ted model
airplanes featuring Peanuts characters. The flagships
of each Condor fleet - B757, B767, and A320 – feature
Peanuts characters to promote the charity campaign.
For all other airplanes, Snoopy and Woodstock are
incorporated into the official Condor logo. What is
more, Peanut characters are displayed prominently
on the Condor website and are part of the in-flight
entertainment and onboard programme, featured on
all cups, napkins and much more. “We are proud to
work with a partner as enthusiastic as Condor,” said
Joachim Knödler, Managing Dire c tor von CPLG.
“When a traditional company freely incorporates
another brand into its own corporate logo, it is not only
paying a compliment to the importance and influence
of the Peanuts, but also paying tribute to the idea
behind each relief operation: Together we are strong!”
In addition, the aid organisation “Luftfahrt ohne
Grenzen – Wings of Help” arranged a transatlantic
“ World Childre n ’s Flight” with Snoopy and the
legendary Siko rsky S 38 from Minneapolis to
Deutschland. With technical support by Condor and
accompanied by a camera crew the Sikorsky sets off
to an exclusive transatlantic flight that reminds of the
first years of aviation. CPLG calls to their licensing
p a r t n e rs to donate to charity. What is more, this
autumn a more than life-sized Snoopy visited several
“Ein Herz für Kinder” facilities including children’s
hospitals, children’s hospices and nursery schools.
Katja Lux
BRANDORA
Katja Lux
BRANDORA
Kazachok Licensing Mag'
Janvier - Mars 11
59
actualidades
news
Spain
Julio Cano se une a Hasbro
El último 2 de noviembre, Julio Cano se juntó al
equipo del grupo Hasbro Global Licensing como
L i censing Manager para España y Portugal.
Trabajará en estrecha colaboración con los
equipos de Hasbro European Entertainment &
Licensing y de Hasbro Valencia Sales & Marketing
para aprovechar las oportunidades en licensing y
retail de la región y crear licencias a largo plazo,
como Transformers, Littlest Pet Shop, My Little
Pony o Monopoly entre otras. Julio fue Head of
Worldwide Licensing & Promotions en el Real
Madrid Football Club durante tres años. También
trabajó en Warner Bros. Consumer Products
como Senior Category Manager en las categorías
de juguetes, regalos, promociones, productos de
belleza y alimentación.
Julio Cano joins Hasbro
Last November 2nd,
Julio Cano joined Hasbro’s Global Licensing group in the
position of Licensing Manager for Spain and Portugal
territories. He will work closely with Hasbro’s European
Entertainment & Licensing team and Hasbro Valencia
Sales & Marketing teams to leverage licensing and retail
opportunities within the region, to build long-term
licenses such as Transformers, Littlest Pet Shop, My
Little Pony or Monopoly. Julio was Head of Worldwide
Licensing & Promotions at Real Madrid Football Club
for three ye a rs. He also wo r ked at Warner Bro s .
Consumer Products as Senior Category Manager in
Toys, Gifts, Promotions, Personal Care and Food.
Nuevos productos para
Tea Sisters
Tea Stilton es una escritora de la factoría
Stilton y a la vez la
mentora de las
c i n c o Te a
S i ste rs que
forman el
“Club de Tea”,
V i o le t, N ick y ,
Paulina, Colette y
Pamela. Los libros
cuentan las aventuras
de las Tea Siste rs para
le c to ras de 6 a 11 años. En
España, Planeta edita las novelas en
ca stellano mientras que Grup 62
propone la versión ca talana. En 2010,
Planeta vendieron 200 000 ejemplares de
sus 6 títulos, y se esperan 8 nueva s
novelas para 2011. Grup 62, que propone 6
t í t u los desde 2008, vendió 100 000
e j e m p l a res, buenos cifras para el
m e rcado de edición. Art Ask Agency,
agente para España y Francia, ha firmado
varios contratos. El Grupo Erik lanzó a
f i n a les de 2010 póste rs en Francia y
España. Planeta y Grup 62 propondrán
packs de regalo a partir de primavera
2011. Las ultimas noticias son de
Comansi, licenciatario de juguetería,
lanzará una colección de softball para el
verano y Diset, también licenciatario de
juguetería, hará puzzles y juegos de mesa
para navidad 2011.
New products for Tea Sisters
Tea
Stilton is a Stilton factory writer and also the
mentor of the five Tea Sisters who form the
“Tea’s Club”. The books tell the Tea Siste rs
adventures for feminine readers from 6
to 11 year old. In Spain,
Planeta publishes Castilian
n ove l s w h i le G r u p 6 2
publishes the Cata l a n
ve rsion. In 2010, Planeta
sold 200,000 copies of its 6
titles and 8 new novels are
expected for 2011. Grup
62 sold 100,000 copies
with 6 titles, good
results for the
publishing market.
Art Ask Agency,
Spain and Fra n ce agent signed
several deals: El Grupo Erik (posters for France
and Spain), Planeta and Grup 62 (gifts packs),
Comansi (toys), Diset (puzzles and board
games).
El Ocho desarrolla sus propiedades Kimmidoll y Peppa Pig en España y Portugal
El Ocho Licencias y Promociones gestiona
punto de cerrar el Master Toy para España. En Portugal será
los derechos de la marca de diseño
Concentra. Random House Mondadori será el Publisher para España
Kimmidoll en España, Portugal, Italia,
con 12 títulos publicados a lo largo del 2011, y Dravemad lanzará su
Reino Unido y Grecia. La agencia ha
primera colección de calzado en invierno 2011.
firmado dos acuerdos de licencias para
El Ocho develops its Kimmidoll and Peppa Pig properties in
Spain and Portugal El Ocho Licencias y Promociones handles the
2011. Safta lanzará una colección de
“Vuelta Al Cole” a partir de Mayo 2011 ,
mientras que Ambilar lanzará una línea de
Textil Hogar de ambas marcas Kimmidoll y
Kimmi Junior (marca dirigida a un target
más infantil), cuya presentación será en la
feria de Frankfurt en Enero 2011 . Por otra parte, la serie animada
Peppa Pig, que es nº1 en U.K habiendo recaudado más de 150 millones
de libras en el Reino Unido, llega a España y Portugal . En Portugal ya
está en emisión y en España empezará a emitir a finales del primer
trimestre de 2011 en Clan TV. La agencia de licencias EL Ocho está a
60
Kazachok Licensing Mag'
Janvier - Mars 11
Kimmidoll design bra n d ’s rights in Spain,
Portugal, Italy, United Kingdom and Greece. The
agency signed two licensing deals for 2011. Safta
will launch a Back To School collection in May
2011, whereas Ambilar will sell a Texil Hogar line
for both Kimmidoll and Kimmi Junior (brand for a
younger target), which will be presented at Frankfurt Fair in January 2011. In
addition, Peppa Pig animated series, number one in U.K collecting £150 million,
arrives in Spain and Portugal. The series is already airing in Portugal, and will
arrive in Spain at the end of the first quarter of 2011 on Clan TV. El Ocho is close to
sign a deal with a Master Toy for Spain. In Portugal the toy licensee is Concentra.
Random House Mondadori will be the Spanish publisher with 12 titles published
during 2011, and Dravemad will launch its first footwear collection for winter 2011.
focus propriedad
property focus
Spain
Sandra detective de cuentos
Imira Entertainment trabaja al desarrollo en licencia de esta nueva serie animada para las
niñas de 4 a 8 años.
Sandra, the fairytale detective
Imira Entertainment is developing the license for
this new animated series for girls aged 4 to 8.
C o p ro du c id a p or I mi ra
E n te r tainment, RTVE y DQ
Entertainment, la serie de 52 x
13 ‘ se emite en España por TVE, Clan TV,
Disney Channel y Disney XD desde 2009. Se
emite también en Francia (TF1, Disney
C h a n n e l ) y P o r t u g a l ( R T P ) . I m i ra
E n te r tainment gestiona esta nueva
propiedad para el mundo.
>
Un concepto original
Sandra tiene 10 años. Es una alumna de 5°
de primaria, inteligente, valiente y decidida
cuyo abuelo era “Detective de cuentos”. A
su vez, Sandra está encargada de la
misión de detective. Con su amigo Fo el
elfo viajan al mundo de “érase una vez”
para ayudar a los personajes de los
cuentos clásicos. Así, episodios como
“Una nariz prodigiosa” o “El zapato
desaparecido” se inspiran de Pinocho o
La Cenicienta. ¿Quién ha secuestrado a
Pinocho? ¿Porqué la Bella Durmiente
no ha desperta d o ? ¡ S a n d ra resuelve
todos los misterios! La nueva serie,
dirigida a las niñas entre 4 y 8 años,
tuvo una audiencia media de 346.000
espectadores en La 1 desde el fin de
2009 hasta septiembre de 2010.
participó también al Festival del Clan de las
Navidades 2010. La gira, que tuvo lugar en
Barce lona, Zaragoza, Madrid y Málaga
entre el 28 de Diciembre al 8 de Enero es un
espectáculo donde los niños pueden bailar
y cantar con sus personajes favoritos. En lo
que concierne los productos, Publidisa
propone libros personalizados en línea bajo
d e ma n d a , y l a s ed i ci o n es P i ru e ta
desarrollan libros y libros de actividades,
con una nueva colección llegando en 2011.
Nova Azimat ha firmado para productos de
co n f i tería y juguetes con ca ra m e lo ,
Comansi se encarga de juegos de mesa,
62
Kazachok Licensing Mag'
An original concept
Sandra is a 10-year-old schoolgirl whose grandfather
was a ‘fairytale detective’. Suddenly, Sandra inherits
the role of detective. Together with her friend Fo the
elf, she travels to the world of ‘once upon a time’ to
help the characters from the classic fairytales. Who
has kidnapped Pinocchio? Why has Sleeping Beauty
not woken up? Sandra solves all the mysteries! Aimed
at girls aged 4 to 8, the new series had an average
audience of 346,000 viewers on La 1 from late 2009 to
September 2010.
A developing
licensing
programme
Un programa de licensing
en desarrollo
Sandra tuvo una visibilidad importante
en diferentes eventos a lo largo del 2010
p a ra sostener el lanzamiento de lo s
primeros pro d u c tos derivados. En Abril
2010, la detective estuvo presente en las
tiendas Abacus para Sant Jordi. En un fin
de semana, se vendieron dos mil unidades
de libros y DVD desarrollados por Roca
E d i t o r i a l y Tr i b a n d a . T V E e I m i ra
o rg a n i z a ro n ta mb i én a cc i o n e s
p ro m o c i o n a les en la Sant Jordi de
Barcelona y la Feria del Libro de Madrid. En
Mayo y Junio, el Club Pitiflus de varios Corte
Inglés de España emitieron la serie. Sandra
Coproduced by Imira Entertainment, RTVE and DQ
Entertainment, the 52 x 13’ series has been broadcast
in Spain on TVE, Clan TV, Disney Channel and Disney
XD since 2009. It is also broadcast in France (TF1,
Disney Channel) and Portugal (RTP).
figuras en 3D y pelotas, mientras que
Invercas lanzará artículos de fiesta, piñatas
y vajillas. En cuanto a Panini, ha firmado
para una gama de cromos y stickers para
co le ccionar. Imira Entertainment está
n e go ci a n d o p a ra di fe re n t es o tra s
ca tegorías como juguetes, puzzles y el
sector de la alimentación. Los fans de
Sandra podrán reunirse en línea gracias al
l a n z a m i e n to de “l a com u n id a d de
detectives”. ¡La pequeña detective estará
bien ocupada este año!
C.R.
Janvier - Mars 11
Sandra enjoyed major visibility
at seve ral events throughout
2010. In April 2010, the detective
was ava i l a b le in the Abacus
shops at the time of Saint Jordi.
Two thousand books and DVDs
were sold in just one weekend.
TVE and Imira also organised
p romotional campaigns in
ce le b ration of Saint Jordi in
Barcelona and the Madrid Book
Fair. In May and June, the Club
Pitiflus at several Corte Inglés
stores in Spain broadcast the
series. Sandra also participated
in the Christmas 2010 Clan
Fe st i val. With re g a rd to the
products, Publidisa is proposing
an on-demand range of personalised books and the
Pirueta publishing house is developing story and
activity books, with a new collection arriving in 2011.
N ova Azimat has ente red into a co n t ract fo r
confectionary and toys with caramel, Comansi is in
charge of board games, 3D figures and balls while
I n ve rcas will launch party products, piñatas and
tableware. Panini has entered into a contract for a
range of co l le c ta b le ca rds and st i c ke rs. Imira
Entertainment is currently in negotiations in other
categories. The Sandra fans can meet online thanks
to the launch of the ‘detective community’. The little
detective is certainly going to be busy this year!
C.R.
focus propriedad
property focus
Spain
Código
Lyoko,
un grán éxito en España
La serie de 97x26’ que cuenta con cuatro temporadas en 2D
y 3D se emite en España por Clan TVE y TVE 1 desde 2007.
Coproducida por Moonscoop, France 3 y Canal J, es una serie
de acción y aventuras para los niños entre 6 y 12 años. Enjoy
se encarga de la distribución y del programa licensing para
España y Portugal.
Lyoko es un mundo paralelo al
n u e st ro, en el cual Jere m i e ,
Ulrich, Odd y Yumi, cuatro
compañeros de escuela, están traslados
para combatir contra X.A.N.A. Éste es un
virus programado para destruir nuestra
p l a n e ta. En el mundo virtual de Lyo ko ,
ayudan a Aelita, la única cre a t u ra
hominoide virtual, para salvar los dos
mundos.
>
Una propiedad bien instalada
en España
La serie se emitió por la cadena Forta
entre 2006 y 2009, y por Cartoon Network
entre 2005 y 2009. Está presente en Clan
TV y TVE 1 desde 2007, donde tiene un
éxito considerable. El 26 de abril de 2010,
fue la 2° serie en el Top 25 de cadenas
j u ve n i les con una audiencia de 39,5%
sobre los 4-12 años en Clan TVE. Fue en
quinta posición del Top 25 de las cadenas
principales con 14,5% de audiencia el 10
de abril en TVE 1. Disfrutó de una larga
p romoción en la rev i sta Clan (70 000
s u s c r i p to res per mes) y en la rev i sta
Dibus, secunda rev i sta para niños en
España. Código Lyoko
estuvo en el espectáculo musical Festival
del Clan 2010. El Mastertoy Simba-Dickie
organizó una campaña de publicidad en
160 grandes carteleras y 60 autobuses de
Madrid, Barcelona, Valencia y Sevilla entre
septiembre y octubre; y difere n tes spot
p u b l i c i t a r i o s e n t re s e p t i e m b re y
diciembre. Ahora, Código Lyo ko cuenta
con 28 licenciados en varias categorías.
C reaciones Euromoda propone ro p a
blanca, y Passion Secret desarrolla líneas
de ropa. En el sector editorial, Alfaguara
ha publicado dos novelas, y Media Live
Content se ocupa de libros de actividades.
O t ros como Gieepool (zapatos), Emax
(co le cc i o n a b les), Dra cco (co n f i tería), o
Dohe (papelería) se han posicionado
también en la propiedad. Warner Home
Entertainment vendió 46 000 unidades de
DVD de las dos primeras temporadas en
un año y medio.
Las novedades para 2011
Las gamas se extienden con nuevo s
productos como una bicicleta con Toimsa,
un ordenador interactivo de CEFA Toys o
una cá m a ra video y un móvil de Ingo.
Durante el año, Regal Art lanzará una
cole cción de regalos de madera, ca j a s ,
cuadros multifunción... Enjoy continua su
acuerdo estratégico con la revista Clan en
2011. Lemon Live Entertainment
trabaja al desarrollo de un Live
S h ow que llegará en Madrid y
B a rce lo na e n oc t ub re y
noviembre. ¡Misión cumplida para
Código Lyoko!
C.R.
Code Lyoko, a phenomenal
success in Spain
The 97x26’ series with four seasons in 2D and 3D
has been broadcast in Spain by Clan TVE and TVE 1
since 2007. Co-produced by Moonscoop, France 3
and Canal J, it is an action and adventure series
for children aged six to 12. Enjoy is responsible for
both distribution and the licensing programme for
Spain and Portugal.
> Lyoko is a parallel world into which four school
friends Jeremy, Ulrich, Odd and Yumi are transported
to fight X.A.N.A. – a virus programmed to destroy our
planet. In the virtual world of Lyoko, they help Aelita,
the only virtual humanoid, to save both worlds.
A property with a strong foothold
in Spain
The series was bro a d ca st by the channel Forta
b e t ween 2006 and 2009 and by Cartoon Network
between 2005 and 2009. It has been shown on Clan TV
and TVE 1 since 2007, where it enjoys considerable
success. On 26 April 2010, the second series entered
the top 25 for children’s channels with an audience of
39.5% of 4-12 year olds on Clan TVE. It ranked in fifth
position in the top 25 of the main channels with 14.5%
of the audience on 10 April on TVE 1. It benefitted from
a long-term promotion in the magazines Clan (70,000
subscribers per month) and Dibus, the second most
popular children’s magazine in Spain. Code Lyoko was
at the Clan Festival 2010 musical show. The master
toy Simba-Dickie organised a publicity campaign on
160 billboards and 60 buses in Madrid, Barcelona,
Valencia and Seville between September and October;
and various TV advertisements between September
and December. Code Lyoko currently has 28 licensed
products in several categories. Creaciones Euromoda
offers linen and Passion Secret is developing lines of
c lothes. In the editorial sector, Alfa g u a ra has
published two novels and Media Live Content is
responsible for activity books. Others such Gieepool
(shoes), Emax (collectables), Dracco (confectionary)
and Dohe (stationery) have also positioned
t h e m s e lves with the pro p e r t y. Warner Home
Entertainment sold 46,000 season one and two DVDs
in a year and a half.
New for 2011
The ranges are being expanded to include new
products such as a bicycle from Toimsa, an interactive
computer from CEFA Toys and a video camera and
mobile phone from Ingo. During the year, Regal Art
will launch a collection of wooden gifts, boxes, multifunctional paintings and more… Enjoy will continue
its strategic agreement with the magazine Clan in
2011. Lemon Live Entertainment is developing a live
show, which will come to Madrid and Barcelona in
October and November. Mission complete for Code
Lyoko!
C.R.
Kazachok Licensing Mag'
Janvier - Mars 11
63
strategie
strategy
Spain
Juanjo
Conde
Director de
Marketing de
Elastic Rights
Licenciado en Derecho y Económicas, Juanjo Conde fue consultor estratégico en Accenture,
Director de Marketing y Promociones en Vocento y Adjunto Director General de la División de
Revistas. Lleva 7 años en Elastic Rights como Director de Marketing.
Kazachok: ¿Puedes presentarnos Elastic
Rights?
Juanjo Conde: E l a stic Rights es un una
compañía dedicada a la gestión integral de
marcas y contenidos multimedia, tanto de
animación como de imagen real, dirigidos
principalmente a un público preescolar,
i n fantil, juvenil y familiar; en España,
Portugal, Italia, Grecia, Turquía y Francia.
Comenzó sus operaciones en 2002 en
España y Portugal a través de la oficina en
España. Abrió oficinas en Portugal e Italia
(2008), en Grecia y Turquía (2009), y a finales
de 2010 en Francia. Lo
que nos diferencia es la
amplitud y profundidad
del objetivo que nos
marcamos en la gestión
de la propiedad:
“Estiramos” el potencial
de marcas y contenidos
en todas y cada una de
sus carteras de
d e rechos (TV, vídeo,
e d i torial, juguetes, licencias, música ,
Internet, promociones...), asegurando su
máxima exposición y rentabilidad de forma
sostenible en el tiempo.
K.: ¿Cuales son sus principales licencias?
J.C.: Nuestro catálogo está agrupado en
t res ve r t i e n tes principales: series de
animación preescolar, animación de acción
y aventura para los 4-12 años e imagen real
dirigida a un ta rget infantil, juvenil y
familias. Actualmente, Elastic tiene 20
series en explotación, 18 de ellas en todas
sus categorías de derecho y 17 en emisión
en televisión en nuestros territorios. Entre
o t ra s , p o de m o s d e st a ca r: “M a m á
M i ra b e l le ’s Home Movies” y “Toot &
Puddle” de National Geographic, “Wow !
Wow ! W u b bz ! ” y d e S ta r z M e d i a ,
64
Kazachok Licensing Mag'
“Campeones” de Enoki, “Pichi Pichi Pitch,
Mermaid Melody” de Kodansha, “Artzooka”
de CCI, “Patito Feo, la historia más linda” y
“Consentidos” de Ideas de Sur y Televisa
y“Champs 12” de Dori Media.
K.: ¿Cómo las elijes?
J . C . : Te n e m o s e n c u e n t a m u c h o s
e le m e n tos. Primero, la idoneidad del
contenido y del género con nuestro portfolio
y con nuestros planes a medio y largo plazo
en cada uno de sus territorios. Segundo, la
naturaleza y disponibilidad de la cartera de
Strategy interview of Juanjo Conde
Marketing Manager at Elastic Rights
A Law and Economics graduate, Juanjo Conde has
wo r ked as a strategic co n s u l tant at Acce n t u re,
Head of Marketing and Promotions at Vocento and
Deputy Director General of the Magazines Division.
He has been Marketing Manager at Elastic Rights
for seven years.
Kazachok: Can you tell us a bit about Elast i c
Rights?
derechos derivados de la propiedad, según
nuest ra est ra tegia de gestión integral.
Después, el histórico y resultados en otros
países de referencia, si bien a ve ces es
necesario apostar por nuevos géneros e
innovar, como en el caso de Patito Feo, cuyo
g é n e ro en el momento en el que la
elegimos, era aún un gran desconocido en
Europa. Finalmente, somos muy sensibles
a las condiciones de los mercados en los
que pretendemos ex p lotarlas en cada
m o m e n to. Esto es, prestamos especial
atención a la demanda de las televisiones y
a las tendencias de moda y gustos de los
consumidores en los segmentos menos
saturados y con más potencial de compra.
K.: ¿Cómo explicas el éxito de Patito Feo?
J.C.: El acierto de su contenido es un factor
Janvier - Mars 11
Juanjo Conde: Elastic Rights is a company that is
dedicated to the integral management of multimedia
brands and contents in Spain, Portugal, Italy, Greece,
Turkey and France.
It began operations in 2002 in Spain and Portugal via
the Spanish office. It opened offices in Portugal and
Italy in 2008, Greece and Turkey in 2009 and France at
the end of 2010. What differentiates us is the breadth
and depth of the objective that we have set for
ourselves in relation to property management: we
‘stretch’ the potential of brands and contents in each
and every one of their portfolios of rights.
K.: What are your main licenses?
J.C.: Our catalogue is divided into three main areas:
preschool animation series, action animation and
adventure for 4 to 12 year olds and true pictures
aimed at an infantile, youth and family target group.
Elastic currently has 20 series in operation, 18 of
which span its rights categories and 17 of which are
broadcast on television in our territories. To mention
but a few, these include: ‘Mama Mirabelle’s Home
Movies’ and ‘Toot & Puddle’ by National Geographic,
‘Wow! Wow! Wubbzy!’ by Starz Media, ‘Flashkicker’
by Enoki, ‘Mermaid Melody Pichi Pichi Pitch’ by
Kodansha, ‘Artzooka!’ by CCI, ‘Patito Feo, la historia
más linda’ and ‘Spoiled Kids’ by Ideas de Sur and
Televisa and ‘Champs 12’ by Dori Media.
K.: How do you choose licenses?
J.C.: First, we study the suitability of the content and
the genre in relation to our portfolio. Second, we look
strategie
strategy
Spain
c l a ve en su éx i to, que ha marcado la
diferencia con lo que se conocía hasta ahora
en Europa: la música, las coreografías y el
humor son parte esencial de la historia, a lo
l a rgo de 265 episodios de una hora
comercial. Otro punto importa n te es la
forma de consumo de la serie que se hace
de forma conjunta por la madre y su hija;
así, no sólo llegamos a una audiencia más
amplia, sino que se co n v i e r te en una
experiencia compartida en familia.
El éx i to pro cede también de la apuesta
decidida de los canales de televisión que
han apoyado la serie desde el principio,
d á n d o le l a m e j o r p ro g ra m a ci ó n y
promoción. Ése ha sido el caso con Disney
Channel y Tele c i n co en España, Disney
Channel y Mediaset en Italia, SIC y BIGGS
en Portugal y Mega Channel en Grecia.
F i n a l m e n te, el fenómeno que hemos
co n struido ha sido el re s u l tado de la
coordinación precisa entre el equipo de
Elastic con Televisa e Ideas del Sur, así
como con un equipo único de licenciatarios
que creyeron desde el inicio en el proyecto.
K . : ¿ C u a le s s o n l o s p ró x i m o s
productos que quieres desarrollar?
J.C.: En la línea de preescolar “Wow!
Wow! Wubbzy!” es nuestra próxima
gran apuesta, pues creemos que
puede llegar a ser un éxito
rotundo ta n to en
televisión como en el
desarrollo de
productos derivados.
En animación para los
4-12 años, esperamos
ex tender el éx i to de
Campeones en España y
Portugal a nuevos
territorios como Grecia y Turquía.
Para chicas, esperamos iniciar
pronto el desarrollo de “Pichi
Pichi Pitch, Mermaid Melody”
en España, Portugal y Francia
(donde ya se emite en Canal J)
y confirmar planes de emisión
en TV en Grecia y Turquía.
Por otra parte, el formato de
imagen real “Artzooka!” de CCI,
se producirá loca l m e n te en
Francia en 2011 y esto nos
permitirá dar el salto
muy pronto al re sto
de los te r r i to r i o s
ta n to, en con la
l a ta original
doblada como con nuevas adaptaciones.
Por último, queremos continuar con el
género de la novela infantil/juvenil y familiar
que hemos iniciado con Patito Feo, dando
paso a Consentidos, serie de 150 episodios
de una hora producida por Ideas del Sur y
d i stribuido por Te levisa. Utilizando la
m i s m a e s t r a t e g i a d e P a t i t o Fe o ,
Consentidos comenzará su emisión a
principios de 2011 en Italia 1, y
p o s t e r i o r m e n te e n E s p a ñ a ,
Portugal, Grecia, Turquía y Francia
entre 2011 y 2012.
K.: ¿Cuales son tus
novedades para 2011?
J.C.: Además de
extender y
d e s a r rollar las
licencias ya
mencionadas, Elastic
se plantea en Francia
su gran reto para 2011.
Nuestro objetivo es firme
en este sentido y
p re tendemos que desde el
primer año de actividad en
e ste te r r i torio de enorme
potencial, Elastic sea capaz
de desarrollar y demostrar
s u ex p e r i e n c i a co m o
gestor integral de marcas.
E s p e ra m os q u e m u y
pronto podamos anunciar
n u e v o s e s t re n o s d e
nuestras series en
Francia y que eso nos
p e r m i ta obtener lo s
p r i m e ros re s u l ta d o s
d u ra n te el ejerc i c i o
entrante.
Entrevista dirigida por Carol'Anne Renau
at the nature and availability of the portfolio of rights
derived from the property. Next, we focus on the
h i story and results in other reference countries,
although it is sometimes necessary to opt for new
genres and innovate, as in the case with Patito Feo,
the genre of which was largely unknown in Spain
when we selected this property. Finally, we pay special
attention to the television demand as well as the
fashion trends and consumer ta stes in the le a st
saturated segments with the greatest purchasing
potential.
K.: How can you explain the success of Patito Feo?
J.C.: The music, the choreography and the humour
are an essential part of the story throughout the 265
episodes, which each last one commercial hour.
Another important point is how consumers watch the
series: it is jointly watched by mothers and their
daughters.
The success can also be attributed to the deliberate
choice of the television channels that have supported
the series from the start: Disney Channel and
Telecinco in Spain, Disney Channel and Mediaset in
Italy, SIC and BIGGS in Portugal and Mega Channel
in Greece.
K.: What are the next products you want to
develop?
J.C.: In the preschool line, ‘Wow! Wow! Wubbzy!’ is
our next great bet.
In animation for 4 to 12 year olds, we hope to extend
Flashkicker’s success in Spain and Portugal to new
territories such as Greece and Turkey. For girls, we
hope to start developing ‘Mermaid Melody Pichi Pichi
Pitch’ in the near future.
F i n a l ly, we want to fo l low up the genre of the
infantile/juvenile and familial novel that we started
with Patito Feo, making way for Spoiled Kids, a series
comprising 150 hour-long episodes produced by
Ideas Sur and distributed by Televisa. Spoiled Kids will
first be broadcast on Italia 1 at the start of 2011 and
then in Spain, Portugal, Greece, Turkey and France
between 2011 and 2012.
K.: What’s new for 2011?
J.C.: Further to ex tending and deve loping the
aforementioned licenses, Elastic is fo c u ssing on
France as its major challenge for 2011. We have a firm
objective in this regard and hope that right from our
first year of activity in this promising country, Elastic
will be able to develop and demonstrate its experience
as an integral brand management company. We hope
to announce new releases of our series in France in
the near future and that this will enable us to obtain
the initial desired results during the coming year.
Kazachok Licensing Mag'
Janvier - Mars 11
65
entrevista
interview
Spain
Victoria
Fernández
Directora de Licencias de BRB Internacional
Victoria Fernández Rojo es la Directora de Licencias de BRB Internacional desde hace
10 años. Antes de eso, trabajaba en el sector de la distribución de juguete.
Kazachok: ¿Cuales son sus propiedades
más fuertes en España?
V i c toria Fernández: Actualmente, las
licencias de Turner CN Enterprises: Ben 10
Alien Fo rce, es un éx i to absoluto en
chavales con centenares de productos en el
mercado y con grandes expectativas para
el lanzamiento en 2011 de Ben 10 Ultimate
(continuación de la saga y lanzamiento de
juguete por parte del master toy Bandai);
Las Supernenas Z, para niñas, se acaban
de lanzar en España de la mano de Simba
como ejemplo para el resto de Europa en
medio de una gran campaña promocional.
Continuamos potenciando el fenómeno
Bakugan. Y acabamos de lanzar Hero 108,
con la distribución del juguete del
Master Toy Playmates por parte de
Giochi Preziosi que lo est á
posicionando en el mercado
español de ca ra a
Navidades.
K.: ¿Cu ales son sus
novedades?
V.F.: A finales de 2011 o
principios de 2012
lanzaremos también en España y Portugal
una pote n te propiedad de la fa c to r í a
Cartoon Network: Generator Rex, que
l lega pre cedido de un gran éx i to en
Estados Unidos, y que cuenta con Mattel
como Master Toy.
Y, desde otoño, estamos posicionando
como agente de Target Entertainment en
E s p a ñ a y P o r t u g a l p a ra l a m a rca
Invizimals, propiedad de uno de los más
exitosos videojuegos de Playstation para
PSP. El videojuego Invizimals lleva más de
400.000 copias vendidas en Europa en el
último año, y nosotros nos encargamos de
l i cenciar sus famosos personajes (así
como los del segundo v ideojuego,
Invizimals: La Otra dimensión,
que acaba de lanzarse en
España este mes). Comansi
e st á p re p a rand o ya el
lanzamiento de las primeras
figuras coleccionables de la
saga.
Por otro lado, ta m b i é n
e sta m os p ote n c i a n d o
Suckers, una licencia de la
fa c toría BRB basada en
Interview of Victoria Fernández Rojo,
Licensing Manager at BRB Internacional
V i c toria Fernández Rojo has been Lice n s i n g
Manager at BRB Internacional for 10 years. Before
this, she worked in the toy distribution sector.
Kazachok: What are your strongest properties in
Spain?
V i c toria Fernández: C u r re n t ly, the Turner CN
Enterprises licenses: Ben 10 Alien Fo rce is an
absolute success with young people with hundreds of
products on the market and excellent forecasts for
the 2011 launch of Ben 10 Ultimate (the continuation
of the saga and the launch of the toy by the master toy
Bandai); The Powerpuff Girls Z for girls has recently
been launched in Spain by Simba by means of a major
promotional campaign. We are continuing to foster
the phenomenon of Bakugan. Also, we have recently
launched Hero 108, with Giochi Preziosi distributing
the toy from the master toy Playmates.
K.: What are your new products?
V.F: At the end of 2011 or the start of 2012, we will
also launch a powerful property from the Cartoon
Network factory in Spain and Portugal: Generator
Rex, which already enjoys great success in the United
States and has Mattel as master toy.
Also, since autumn, we have been acting as agent for
Target Entertainment in Spain and Portugal for the
b rand Invizimals, property of one of the most
successful Playstation videogames for the PSP. The
videogame Invizimals has sold more than 400,000
copies in Europe in the last year and we are in charge
of the licensing for its famous characters. Comansi is
already preparing the launch of the first collectable
figures from the saga.
Furthermore, we are also optimising Sucke rs, a
licence from the BRB factory based on several friendly
puppets like those we all have in our cars. The series
is enjoying great success on Disney XD in several
countries.
We also intend to launch the brand David, the Gnome
– b as e d o n t h e p o p u la r c l a ss ic f ro m BR B
Internacional, which is currently triumphing in
Madrid’s Häagen-Dazs Calderón theatre.
K.: What does your licensing strategy involve?
V.F: Consolidating and optimising each of our
licenses, increasing the number of licensees and
products. And in doing so, always respecting the
essence of each licence, working hand in hand with
entrevista
interview
Spain
the owner of each licence to achieve the maximum
return in every case.
Rojo
unos simpáticos muñecos como los que
todos llevamos en el interior de nuestros
coches, cuya serie está siendo un gran
éxito en Disney XD en varios países.
Y, pretendemos relanzar la marca David,
el Gnomo – basada en el gran clásico de
BRB Internacional, que ahora triunfa en
el te a t ro Häagen-Dazs Calderón de
Madrid donde presenta el Musical Sábado
Tres y Media con las canciones más
famosas de la te levisión. Ta m b i é n
ten e m os pl a n i fi ca d o l a n z a r D i b o ,
Canimals, Kambu… entre o tras
destacadas propiedades.
K.: ¿En qué co n s i stirá su est ra te g i a
licencia?
V.F.: En consolidar y potenciar cada una de
nuestras licencias, ampliando el número de
l i ce n c i a tarios y el de productos con su
marca en el mercado. Y todo respetando
s i e m p re la esencia de cada lice n c i a ,
trabajando codo con codo con el propietario
de cada una de ellas, para sacar el máximo
rendimiento en cada caso.
K.: BRB ha producido nuevas series para
los 3-5 anos, ¿porque se interesa ahora a
este edad?
V.F.: Aunque no es la primera vez que BRB
t rabaja este ta rget en el te r reno del
licensing, sí es cierto que últimamente
volvemos a apostar fuertemente por él. De
hecho, estamos terminando dos series de
producción propia -Zookaboo y Kambu- que
se emitirán en 2011, y tenemos pensado
lanzar Dibo, una propiedad basada en una
potente serie de Ocon Animation Studios,
en España y Portugal. En el merca d o
ibérico, afectado como la mayoría por la
Entrevista dirigida por Carol’Anne Renau
K.: BRB has produced new series for 3-5 year olds.
Why is it interested in this age group?
V.F: We have recently returned to our commitment to
3-5 year olds. In fact, we are currently completing two
own production series – Zookaboo and Kambu –
which will be broadcast in 2011. We also plan to
launch Dibo, a property based on a powerful Ocon
Animation Studios series, in Spain and Portugal. In
the Iberian market, which like most has been affected
by the current severe economic crisis, these types of
licences work well in the long term, and that’s what
we want.
f u e r te crisis eco n ó m i ca actual,
funcionan este tipo de licencias muy
bien a largo plazo y en ello
estamos.
K.: ¿Que piensa del
mercado espanol?
V.F.: Que, pese a que la
crisis económica
mundial le está
afectando duramente, el
sector de las licencias está
saliendo re forzado porq u e
añade un plus de control de calidad
y de exposición en el punto de venta nada
despreciable y mucho menos en tiempos
de crisis. BRB lleva 35 años como agencia
de licensing y merchandising y su veteranía,
como compañía española, es signo de que
el mercado responde a su gestión.
K.: ¿Quiere BRB posicionarse como agente
para otras marcas?
V. F.: Ya estamos posicionados y, por
supuesto, queremos seguir siendo un
re fe re n te ta n to a nivel nacional co m o
internacional. Somos los agentes de Turner
CN Enterprises en España y Portugal así
como de Target Ente r tainment para las
propiedades inte le c t u a les de la marca
Playstation LittleBigPlanetTM, EyePetTM,
InvizimalsTM y SingStarTM también en España
y Portugal, por mencionar dos destacados
e j e m p los. Y, de ca ra a 2011, te n e m o s
potentes acciones ya cerradas: como el
lanzamiento de las figuras de Invizimals,
por parte de Comansi, a principios de año, o
el lanzamiento de Ben 10 Ultimate y
Generator REX, de Turner CN Enterprises,
en nuestros territorios.
K.: What do you think about the Spanish market?
V.F: That despite being severely affected by the global
economic crisis, the licensing sector is emerging from
the crisis even stronger than befo re because it
provides enhanced quality control and exposure
at sales outlets that is far from
insignificant, especially in
times of crisis. BRB has
been a licensing and
m e rc h a n d i s i n g
agency for 35 ye a rs ,
and its extensive
ex p e r i e n ce , as a
Spanish co m p a n y ,
shows that the
market responds to
its management.
K.: Does BRB want to
position itself as an agent
for other brands?
V.F: We already have a st ro n g
position and, of course, want to remain
a point of reference on both a national and
international level. We are the agents of Turner CN
E n terprises in Spain and Portugal and Ta rg e t
E n te r tainment for the inte l lectual pro p e r t i e s
LittleBigPlanetTM, EyePetTM, InvizimalsTM and SingStar TM
of the brand Playstation in Spain and Portugal, to
mention two notable examples. Also, looking to 2011,
we have several strong actions that have already been
prepared: for example, the launch of the Invizimals
figures by Comansi at the start of the year and the
launch of Ben 10 Ultimate and Generator REX by
Turner CN Enterprises in our territories.
Kazachok Licensing Mag'
Janvier - Mars 11
67
Point of View
New Europe
Point of view of
Zljko Krnjak
Representative LIMA
of the new Europe,
which represents an area
of 35 countries
One of the most powerful tools of
marketing or a lucrative business
model… Can we also use it? What
good and which advantages can come from
it?
Licensing is everywhere around us and we
are almost not even aware of it. This is the
b i g g e st proof of its bre a k t h rough and
success. This unique concept was developed
in the United States of America at the height
of the Great depression. The first to use it
was Walt Disney, soon after the success of
Mickey Mouse when it greatly contributed to
the increase of his fame, expanding into
co m p lete ly new areas and ensuring new
sources of income.
A popular character from the small and big
screen was commercially surrendered for
usage to an inte re sted manufacturer and
applied to different products, ensuring the
demand and sales of these products on the
market and at the same time helping the
increase of popularity and presence of the
character itself, but also bringing in a nice
i n come to the owner of the rights. “The
for m u l a ” h a d in sta n t ly prove n to b e
successful and the profits from the selling of
rights for using a chara c ter, the so ca l led
royalty, quickly brought in sums much larger
than the films themselves! The lice n s e d
program is always tightly connected with the
basic co n tent (which is virtual) and its
popularity is developed as its
“materialization”.
Licensed programs have become a powerful
tool and a very important part of business of
all the big film studios (mostly Holly wo o d )
and big TV stations. Interestingly, this part of
>
68
Kazachok Licensing Mag'
b u s i n e ss had long been in the shade, not
even noticed by analy sts and film industry
experts. Licensing has only recently moved
from the wing of t he med ia and
entertainment industry to the areas such as
publishing, galleries, museums, destinations,
L i censing, like a franchise, is part of the
mindset that has, up until recently, belonged
to the so called developed world, which had
capital interests as their main aim. This is the
main reason why licensing is not so wide
spread in the rest of the world, apart from
sports, non-profit organisations, big (not only
sport) events, celebrities…
privileged individuals or small groups.
In our part of the world, not only in southeast
Europe but in all the countries “behind the
iron curtain” – I call them New Europa – a
mindset was built with a completely different
set of values, so that favourite characters and
themes from film and te levision or fro m
The changing of mindset
Today, big manufacturers and corporations
integra te licensing into their core, into the
very top of their marketing goals.
Janvier - Mars 11
Point of View
New Europe
product packaging were not followed by the
powerful support given by licensing. Imagine
what we could do with a st rong lice n s e
p ro g ram for pro fe ssor Baltazar, for the
unique chara c ter of the bear Lino fro m
Podravka’s children’s food packaging , for the
still very attra c t i ve Bajadera, for specific
parts from the archives of our galleries and
museums, for Dubrovnik as a histo r i ca l
destination, for the unique Geno suits, for the
fascinating history of Zadar as an area of the
Maraska cherry and fine liqueur production, for
the red and white sports kit (“squares”, “chess
board”), for Goran Ivanisevic… Or for the rose
from Bulgaria, the babushka from Russia, to
mention just some of the main ones.
Besides this, on the markets of the world the
first to be recognised and accepted will be
licensed products. Even a generic product
with added value of an interesting license will
find its market much more easily. Leading
circles of the world’s licensing industry are
seriously interested in New Europa and ready
to openly share their knowledge and great
ex p e r i e n ce. With them come their
license programs.
A chance for the creative
Licensing can have a good
influence on the economy.
Let us not fo rget that
Japan has built its whole
economy on the strategy
of licensing. Their
ex a m p le was ca re f u l ly
studied by Korea and it is
now a priority program of
their economic strategy. A
few other countries are on
this trail. Licensing
carries potential that is
ex t re m e ly important for
Croatia at this moment:
licensed programs
manage to endure the
m o st difficult eco n o m i c
conditions but are also
a t t ra c t i ve by their basic
q u a l i t y : a s i g n i f i ca n t
increase in sales (licensed
products sell at le a st 25
percent more than others).
This is an opportunity that should be
seized because with this knowledge
and the nece ssary skills we ca n
d eve lop our own license pro g ra m s
a n d re - i n st a t e t h e n e ce s s a r y
relations with those who are on the
w o r l d s ce n e a n d w h o w a n t t o
collaborate with us. Up until now our
part of the world – and the whole of
New Europa – represented the so
called grey zone for different license
traders, and even today there are a
lot of those in these parts who pass
themselves for more than they really
are.
The first big step was made by
o rga n i s in g t he ex h i bi t io n a n d
conference Licensing New Europe,
l a st year in Rovinj, which was a big
surprise to the people from the
l i censing industry and which has
been organised at their initiative this year in
Zagreb, from the11th – 13th November. Also,
the top world organisation LIMA has named a
Croat for its official representative for New
E u rope, which holds 35 countries and
represents a market of 400 million people.
We can now say with pride that Zagreb is
included in the world map of important hot
spots of the licensing industry, with an idea
that it should become the centre of licensing
for New Europe.
This is a chance for everyone that is creative
and enterprising to become well informed
and syste m a t i ca l ly become invo lved in
l i censing by making pro f i ta b le lice n s i n g
pro g rams. LIMA New Europe is preparing
d i f fe rent activities which will enable
permanent education and quality connecting
in the region and the world.
Licensing is a very powerful business and it is
up to us to become involved in this part of the
world and cre a te our own place in the
industry that glo b a l ly makes around 190
billion dollars.
Kazachok Licensing Mag'
Janvier - Mars 11
69
market focus
New Europe
Croatia and the region have
a big opportunity for growth
“The first boom in this sector occurred in the 1970’s with Star Wars, which was the first bait for
consumers. The Ninja Turtles and The Power Rangers hit the region in the following few decades,
while today we have SpongeBob and other interesting characters. When speaking of animated
characters, licensing holds a great importance in the planning of the manufacturing process”.
This year’s confere n ce Licensing
New Europe, International Licensing
and Merchandising Industry Show
and Conference, with Brand and Chara c te r
licensing as the main theme, will be held in
Z a g reb o n t h e 1 1 - 1 3 N ov e m b e r. T h e
conference will enable everyone who wishes to
learn and gain nece ssary pre re q u i s i te
conditions and knowledge about this exciting
and attra c t i ve business. Speaking at the
conference will be Marty Brochstein, the Vice
President of LIMA, editor of a few American
Licensing magazines and one of the biggest
experts in licensing; Francesca Ash, publisher
and editor of To tal Licensing, a fa m o u s
magazine of the global licensing industry as
well as the initiator of the first conference on
the theme of licensing and icons in the world;
and Ira Mayer, publisher of the most famous
and most respected market analyses and trend
reports, publisher and editor of a few licensing
publications and one of the best experts in the
industry as well as the President of the Board
of EPM Communications. As there is no formal
education or school that teaches licensing, this
conference is an ideal opportunity for gaining
new knowledge from speakers who are true
authorities in the industry. They are coming
with a wish and a will to pass on their practical
k n ow ledge to people who know how to
recognize the opportunity for a business worth
200 billion dollars.
>
p e rcent of the to tal share. However, the
success of a certain product on a single market
is influenced by many different factors, such as
cultural and economic differences or legal
limitations of foreign product media exposure”,
Ira Mayer points out. For example the local
fashion industry is very strong in Europe with a
share of about 30 percent, while it is only 20
percent in the USA and Canada, ex p l a i n s
Mayer, and he adds how in South America
trademark brands take up 26 percent, while in
Europe this share is only 8 percent. When we
speak of brand characters from entertainment,
the leading markets are Latin America and
Africa that represent 40 percent of
licensed goods in retail sales.
Taking into account that 360
millions people live in this
re g i o n a n d
their
consumption
Growth since the seventies
According to the International Licensing
Status Report, the value of licensed
goods sold in the world through retail amounts
to 149,77 billion dollars last year. The leading
m a r kets are the USA and Canada with 62
percent of the total share, followed by Europe
(22 percent) and Asia (12 percent). “Leading
in product sales are fashion brands with 23
70
Kazachok Licensing Mag'
Janvier - Mars 11
is currently minimal, the great potential hiding
there is obvious. Mayer explains the situation in
the region which he calls “New Europe”: “For
the future of licensing in this region, it is
necessary to have quality infrastructure for
distribution and this is where you should seek
advice from multinational companies that have
ex p e r i e n ce in trading with these types of
goods. You must also be aware that licensed
products are predicted for the middle and
upper classes, so the ones with le ss e r
spending power are not the target group. In the
end, you must build a relationship between the
owner of the license and the
manufacturer, so they can
g row together with the
m a r ket and help each
other out.”
market focus
New Europe
larger fluctuation of people and inte re sted
parties“, concludes Ash.
“The region of “New Europe” is interesting to
all business communities, as it is to us who are
in licensing. The nomination of Zeljko William
Krnjak as the representative of LIMA for this
region is a big step forward for this sector and
for this area,” points out Marty Brochstein.
Getting to know the industry
One of the pioneers, Francesca Ash, points out
that she has been in the business for thirty
ye a rs. “I organized the first co n fe rence in
London in 1979. More than 300 people from all
over the world attended, which gave us a
reason to conclude that licensing had a future.
Soon we sta r ted publishing diffe re n t
n ew s lette rs to include as many people as
p o ss i b le. I launched the magazine To ta l
Licensing in 2003. And its success is manifest
through the fact that it is read in 103 countries”,
says Ash.
The first boom in the sector occurred in the
1970’s with Star Wars, which was the first bait
for consumers. The Ninja Turtles and The
Power Rangers hit the market in the following
few decades, while today we have Sponge Bob
and other inte re sting chara c te rs. When
speaking of these animated chara c te rs ,
l i censing holds a great importa n ce in the
planning of the manufacturing process. The
costs of animated films have risen so much
that the opportunity of revenue thro u g h
licensing has become one of the key points in
budget planning.
Led by these policies many other companies
want to expand their business in that direction.
The best examples are Coca-Cola, Electrolux,
Fe r rari and many other global companies.
Many celebrities like Elvis Presley and Paris
Hilton have been licensed as have sporting
events and clubs.
A chance for discovery
The reason for my coming to this conference
is to learn as much as I can about the market of
“New Europe” and to understand the local way
of thinking. Last year the gathering in Rovinj
was fantastic. We discovered professor
B a l ta z a r , w h o i s a p o p u l a r
character in this area while
outside of the borders hardly
anyone has heard of him.
The other example is the
S lovenian Umko, who
no one has ever heard
of outside the country.
This is also an excellent
opportunity to initially
meet the local business
le a d e rs, which co u l d
result in joint business
projects”, points out Ash,
“and the adva n tage of
this co n fe re n ce ove r
other events is that it is
o rg a n i z e d b y l o c a l
people”.
“The fact that the event
in Zagreb is being held
at the same time
as the Book fair,
will, I believe ,
contribute to the
The mission of LIMA is to help companies and
give them knowledge on this business so they
can answer all the market demands and
challenges. Many people think that licensing is
just using a name or a logo but it is much more
than just that.
“Our first task is to identify companies who
already use licensing and then introduce other
companies to this industry. After a network of
interested parties is formed it will be easier for
the business to develop. The arrival on a new
market is a big challenge for all of us. It is
always fascinating to observe how the set rules
in one part of the world are able to adjust to
the real market conditions in a new region.
The economic crisis has had an influence on
this sector as well but there are indications that
things are heading fo r w a rd. Eve r y d a y
companies invest more and more into new
products and so give consumers more reasons
to spend money”, says Brochstein who is an
expert in sports licensing. “The key
element for licensing is the capability
of the license (logo, mascot, sign,
name) to generate emotions and
provoke a reaction in the consumer.
If there is no emotional connection,
there is no sale. Given the fact that
sport is highly emotional, there is
a great potential in licensing”.
In the USA licensing in sports
is mostly built around event
o rg a n i z e rs – NBA, MLB,
NFL, NHL. Only clubs such
as the Los Angeles Lakers
(NBA) or the New Yo r k
Ya n k e e s ( M L B ) c a n
individually break onto the
market. On the other side, in
Europe, the main initiators of
lice nsing are the clubs
themselves, such as Manchester
U n i ted or Barce lona. Here, eve n t
organizers hold a much lesser role.
Kazachok Licensing Mag'
Hrvoje Reljanovic,
journalist, Business.hr
Janvier - Mars 11
71
property focus
International
Anne Geddes
a celebration
of birth and life
US-based Geddes Group and Munich-based licensing
agency Euro Lizenzen join forces to develop a tailor-made
licensing programme in Europe.
natural products made with love,” says Günter
Vetter, Managing Director of Euro Lizenzen.
The main ta rget group is new b o r n s ,
mothers, grandmothers, teenage girls
and women of all ages.
Anne Geddes’ images have become
classic icons celebrating birth and
life; her imagery is published in
83 countries. A two-time New York
Times bestselling author, her books
have sold more than 19 million
copies worldwide and have
been tra n s l a ted into 24
languages. Her we b s i te ,
annegeddes.com, remains
an international success
story, attracting more than
2.5 million visits ye a r ly
f ro m m o re t h an 213
countries.
>
A European licensing
programme
A license with
nice values
Anne Geddes, one of the world's
m o st re s p e c ted photo g ra p h e rs ,
creates imagery that singularly captures
the beauty, purity and preciousness of new
life, embodying her deeply held belief that each
and every child must be protected, nurtured
and loved.
Last October, she launched a new gift book
“Beginnings“ with more than 140 neverbefore-published images. In “Beginnings“,
Anne presents the simple and ele g a n t
elements of nature and new life. For the first
time, an Anne Geddes book was re le a s e d
simultaneously in print and as an e-book
edition, in multiple languages. Released in
conjunction with “Beginnings“ was a visually
rich, emotionally moving, and deeply intimate
short film, Anne Geddes: New Beginnings,
available from iTunes.
Together with the Geddes Group, Euro
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Kazachok Licensing Mag'
Lizenzen will build a programme that will
re i n fo rce, enhance and
compliment Anne
Geddes brand equities
and
values,
p ro tecting nature
and love. “We are
honored to have the
opportunity to
re p resent Anne
Geddes brand in
Europe. We will be
ca re f u l ly sele c t i n g
European licensees
whose efforts reflect
the quality of Geddes
images. The Anne Geddes
b rand embodies a st ro n g
platform of hope and promise
for humanity and the future.
Our goal is to make mothers,
newborns and Anne Geddes
fans happy through pure ,
Janvier - Mars 11
Euro Lizenzen’s licensing
strategy is to find
licensees able to
m a ke p ro d u c t s t h a t
wi ll be un iqu ely an d
cre a t i ve ly designed and
manufactured by using all
natural products. They take
the approach that no matter
w h a t t y p e o f p ro d u c t i s
deve loped, it must be quality.
Through the licensed products kids
and mums will share the brand values
and beauty of the Anne Geddes art everyday.
First, they plan to deve lop all kind of baby
products from feeding bottles, pacifiers to
rompers and bibs. They will also look fo r
licensees for apparel and accessories not only
for babies, toddlers and children, but also for
teenage girls and young women. The licensing
opportunities for Anne Geddes are limitless,
primary product ca tegories are social
stationary, paper products, home textile,
home & living, personal ca re. The
category gifts and collectables will
also be huge for the Geddes
B rand. The agent we will be
focusing on mid-tier retailers
and specialty shops.
Depending on the
distribution possibilities of
each and every pote n t i a l
licensee, Euro Lizenzen
will have a mixture of
lo cals as well as panEuropean licensees.
A strong programme is to
come!
V.G
interview
Interviewed by V. G.
International
Ira
Mayer
President of EPM
Communications
Publisher of The Licensing Letter
EPM Communications publishes The Licensing Letter, a twice-monthly newsletter that
identifies and analyzes retail, product, property trends and delivers data about the size
of the licensing business. The company also publishes "International Licensing: A
Status Report" and other research studies that quantify the business on a global basis.
Kazachok: Can you explain the status report
to our readers?
I ra Mayer: The "Status Report" deta i l s
licensing activity in more than 40 markets.
Included are our proprietary est i m a tes of
retail sales by type of property and by product
category for each market. In addition, the
report features extensive analysis of the retail
infrastructure in each market, the key media
outlets, demographic and economic data,
and, for the first time, information about the
geographic source of properties in every
market.
The sixth edition of the "Status Report"
b reaks down the USD 149.77 billion
licensing business to its component parts.
K.: What we re the evolutions of the
licensing market in 2010?
I.M.: At the beginning of 2010, eve r yone
thought the market for licensed
merchandise would stabilize, with growth
to resume in 2011. By the middle of the
year it was clear the market was st i l l
declining - although less drastically than in
the prior two years - and the hope became
that 2011 would be the year the lice n s i n g
business remained steady, with 2012 the year
to look for growth. Of course, there have been
exceptions to this scenario differing by
country or region.
What eve r yone agrees, though, is that the
U.S., Canada, Western Europe and Japan are
mature markets, where growth will be slow
even when those re s p e c t i ve eco n o m i e s
re cove r. That pushes many to look at
emerging markets for future growth. Each of
those markets has its own challe n g e s ,
though. For example:
Brazil: Brazil has had one of the few booming
e conomies the last few ye a rs. That will
probably continue to be true for another year,
maybe two, before growth slows. Still, new
retail sites are being built, mass media are
strong, and this one market accounts fo r
n e a r ly half of re tail sales of lice n s e d
merchandise in Latin America.
R u s s i a : D i s n e y h a s m a d e i n ro a d s ,
establishing local offices (with local partners
who know the market), but others find Russia
a challenging marketplace due to weak retail
infrastructure and rampant corruption. Just
knowing who to do business with - and who
you can trust - are a mystery to most
newcomers to the market.
India: The lack of re tail infrastructure will
hold back deve lopment of the lice n s i n g
market here. For the most part, lice n s i n g
caters to the wealthy here — so while there is
a huge population, only a small fraction of it
has disposable income. Still, the government
is relaxing some of the rules restricting the
involvement of retailers from outside India
itself.
China: The growing rank of the middle class,
w i t h s o m e d i s p o s a b le i n co m e a t i t s
command, is key to the expansion of the
Chinese market for licensed merchandise.
The Chinese see American brands, in
particular, as representing "quality." Retail is
expanding here, too, fueling growth.
K.: What we re the biggest licenses and
product categories?
I.M.: L i censed merchandise based on the
designs of fashion designers accounted for
23% (USD 34 billion) of retail sales of all
licensed goods in 2009. The second largest
property type were corporate trademarks and
brands, at 21% (USD 31 billion). Third was
entertainment/character at 18% (USD 27
billion) and fourth was sports at 12% (USD 18
billion).
L o o ked at by product ca tegory, appare l ,
a cce ssories and fo o t wear, co m b i n e d ,
repre s e n ted 40% (USD 60 billion) of retail
sales of all licensed merchandise in 2009.
Toys and interactive games were a distant
second at 12% (USD 18 billion). No other
product category has more than an 8% share
of the market.
K : W ha t m a i n d i ffe re n ce s b e t we e n
countries does it reveal?
I.M.: Each market has its own
characteristics. Generally speaking, fashion
and corporate trademarks are dominant in
most of the mature licensing markets, while
entertainment/character licenses are more
significant in emerging markets. That said,
Ja p a n , w h i c h is a m a tu re ma rke t, i s
d o m i n a ted by ente r ta i n m e n t / c h a ra c te r
properties, in large part because it has a
strong animation industry.
E n tering new markets, or improving your
po s it i on i n ex i sti n g ma r ke ts , ca n be
t re a c h e rous. The goal of "Inte r n a t i o n a l
Licensing: A Status Report" is to provide the
key data property ow n e rs, manufacturers,
agents and re ta i le rs need to make wise
investments for future growth.
Kazachok Licensing Mag'
Janvier - Mars 11
73
property focus
International
Monster High
a school full of pretty scary monsters
Mattel already launched their new franchise Monster High in the US and many countries around
the world with huge success. They are now going to conquer Europe…
Monster High is a high school where
students are sons and daughters of
legendary monste rs. They live
together all the experiences of the teenagers:
friendship, love… All this is delivered with a
st rong sense of humor and is mixed with
magical elements and a gothic and fashion
t rend. All the chara c te rs have their ow n
personality with their own defects.
Monster High is a brand, a range of toys, a
franchise and a story…
>
New York Times best sellers list within its first
month on the market.And Mattel develops a
line of toys: fashion dolls, plushes, bags, tattoo
maker, fear book, etc.
A license for several targets
Girls from 6 to 8 like Monster High thanks to
the toys: they enjoy playing with dolls.
Girls from 8 to 10 like Monster High thanks
to the fashion style of the license.
Girls over 13 are brand addicts and like
M o n ster High thanks to its gothic and
original look. They are also seduced by the
book.
For each target, there is a different look and
a different strategy.
Products targeting tween girls (8-12) will be
sold in all re tail channels and all categories
can be developed. For teen girls (13+), they
will only deve lop apparel and acce ssories
for a distribution in Mid-tier, class and
specialty retailers.
Monster High has strong values
Themes are based on the awkward moments
that all teens experience in high school: raging
hormones, changing bodies, acne, braces,
fearing you will be an outcast who doesn’t fit
in… So everybody can identify with the
characte rs. All of the students have freaky
flaws that make them real so Monster High
emphasize that individuality and encourage
students to be themselves. But we do like to
have a good laugh at all the humorous things
that happen to our students along the way.
And, above all, this property is very fashion.
Six freaky characters
The five main characters are the daughters of famous horror heroes.
A rich content
Monster High is present on different supports:
website, webisodes, publishing, toys, music.
So far, there are 15 webisodes of 90 seconds
with a dedicated song that is broadcast at the
beginning of each episode. For those songs,
partnerships with famous artists are to come.
27 of these will be available by the end of 2011.
A 52x3’ series and a 22’ Special should also be
available then. A series of longer format is
planned as well.The books are written by the
successful American Lisi Harrison, who sold 6
millions of her book The Clique in the US. It
stayed during 100 weeks in the best sellers
according to the New York Times and was
translated in 11 languages. Monster High first
novel (4 are already planned) made #5 on the
74
Kazachok Licensing Mag'
Frankie Stein is the daughter of
Frankenstein. She is only 15 days old
but is stitched together with style. She
gets cranky when battery runs low but
her purse is actually her battery pack
so she can recharge on the go. Frankie
is very honest and optimistic.
Janvier - Mars 11
D r a c u l a u r a is the daughter of
Dracula. She is 1599 years old and
she is sweet and spontaneous. She
is also a Vegetarian and she faints
at the sight of blood! Draculaura
loves the sun and has a crush on
the new human boy at school.
Lagoona Blue is the daughter of
the Sea Monster. She enjoys being
outside with animals and is very
sporty, this is why she knows all
the hot boys. Lagoona Blue gets
rather dry skin and has to
moisturize more than most girls!
property focus
International
A success in the US
The Monster High franchise was first
launched in the US, and already has many
l i censed products. Just i ce launched
apparel, accessories and stationery for girls
7-12 in 2010. Those products exce e d e d
expectations and were re-ordered for 2011.
Mattel also has partnerships with retailers
for dire c t - to - re tail products. Last fa l l ,
Claire’s developed a range of products: eyes h a d ow, lip glo ss, pre ss-on nails, and
a cce ss or i e s . For ea c h
category there are 3
different collections inspired
by the 3 main chara c te rs. In
spring 2011, Claire’s will ex tend
the collection with fashion bags,
stationery, headwear and
accessories. In spring 2011, Macy’s
will a lso l aun ch Monster High
T-shirt.
An international development
C l a wde en Wo l f is the
daughter of a werewolf, so she
has many brothers and sisters.
She is smart, enchantress and
shop-addicted. But Clawdeen
has so much hair that she has
to shave between classes!
Cleo de Nile is the daughter of the Mummy.
This mean girl has had 5,000 years of
Princess attitude and this Princess rules the
corridors of Monster High. She feels the
students should be worshipping her and
doesn’t like that Frankie stealing the lime light.
Cleo de Nile is afraid of the dark.
And there is one boy, D e u c e
Gorgon, who is Medusa’s son. This
basketball star is a brooding Bad
b oy with a heart of gold. Deuce
Gordon turns his classmates to
stone when he looks at them in the
eyes.
The property is handled by the offices of
M a t tel all over the world, and lice n s e d
products have already been launched. For
example, there was an apparel collection in
C&A Brazil. In Fra n ce, the we b s i te was
launched last December, followed by the
webisodes and the music in January, the
toys in January and the books in March with
Editions Bragelonne. In Europe, the property
and toy line has already been launched at
the end of 2010 in Iberia, the UK, Germany
a n d I t a l y w i t h i n c r e d i b le s u c c e s s
everywhere!
Thus, Monster High appears to be a real
phenomenon. It is already a succe ss
everywhere launched and it will soon spread
all over the world. The main force of this
franchise is to be on different supports: web,
music, toys, licensed products… And it could
then arrive on TV and in the theatre s …
Monster High students are going to be as
famous as their parents!
V.G.
Kazachok Licensing Mag'
Janvier - Mars 11
75
interview
International
Vanessa
Champion
Kazachok: Can you describe the Luv Me
Buddies to our readers?
Vanessa Champion: The story of the Luv me
Buddies, is a truly magical one. When you let go
of a balloon, it floats up into the sky until it
reaches a giant heart-shaped cloud and gets
caught in a magic tree, where it turns heartshaped. When another little girl goes to sleep
and dreams she had a puppy or any other
animal to love, the magic tree hears her and a
“Luv Me Buddy” floats down to her pillow.
There are over 20 Luv me Buddies. Each Buddy
is a little dog, giraffe, fish, bunny and is best
friends with the little girl who befriends it.
One of the great things about Luv Me Buddies,
is the fact that you can have many different
colourways for each of the characters. So if you
want to personalise your own Luv Me Buddy,
you can create your own design.
K.: How did you create them?
V.C.: Marc Todd, CEO of Lavish Rights and Vicky
Dudley (our design director) visited Kazachok
in Paris to meet with 2-Dream, their European
agent and the number of Far Easte r n
properties was overwhelming. What was
missing they discovered was a true
character line which fused East
meets West. So over a bottle of
wine and good dinner in Paris,
the Luv Me Buddies we re
born.
The strength of the brand is
that it is a brand whose
essence is Eastern, but has
been created by a We ste r n
design studio. This gives the
Luv Me Buddies their unique
look. To make sure we were
o n th e r ig h t ro a d, we
co n d u c ted re s e a rch with
around 500 girls, and their
feedback ensured our
characters would be loved by our
target consumer. So rather than
coming up with just another design,
we really listened to our “audience”
76
Kazachok Licensing Mag'
Licensing Director
of Lavish Rights
The new brand Luv me buddies was lunched last year by the British
studio Lavish Rights. It is handled in the rest of Europe by the French
agent 2-Dream.
and
market
and we
b e l i eve we ha ve
something quite unique in
the marketplace.
K.: How do you adapt the design to the
two different targets: 4-8 and 9-15?
V.C.: Luv Me Buddies has a core “sweet spot”
of 11, which is aspirational to the yo u n g e r
demographic, but totally of fashionable appeal
to tweenage girls. Luv Me Buddies is a modern
and co n te m p o rary digital and fresh new
fashion brand. We are doing a lot of direct to
retail approaches in conjunction with our
licensees. Which helps support our licensees
directly.
Janvier - Mars 11
Interviewed by V. G.
K: Can you explain us your “100 day
plan”?
V.C.: Lavish Rights is part of the leading
London digital design agency, we
conceive and create campaigns fo r
blue-chips and major entertainment
groups, so it was natural to strategise
our own marketing plans in the similar
directed vein. So our 100 day plan was
an ambitious targeted strategy to launch
a brand new property with a full
l i censing pro g ram on a global sca le
within 100 days…without the aid of film,
television or publishing to support it.
We launched in London, with
a “summit” with our European
agents. We then signed our
first licensee, Commonwealth
Toy and Novelty in the USA
within just two weeks and
their product will hit retail in
February. We also achieved our other
milestones, from creating and launching
the consumer website to designing and
launching all our style guides
and brand books, so our
agents had all the visual
a ssets they need to
market the characters
in their territories.
K : H o w d o y o u h a n d le t h e p ro p e r t y
internationally?
V.C.: We hand-selected the most-driven agents
across the world and now have representation
in over 70 countries, from the USA, South
America, UK and Europe, Nordic territories,
Arabia, Far East and Aust ralia. As a rights
owner we are very proactive and encourage
regular dialogue among our agents so that
global deals can be struck. We are already
being told that Luv Me Buddies is the new Hello
Kitty… We’ll see, that is a great brand, and we
would be flattered if our little Luv Me Buddies
should enjoy such affection from the public
internationally.
For the consumer, our little girl fans, we
cre a ted the innova t i ve luvmebuddies.com.
This is a completely international website,
with free co n tent, eca rds, wallpapers and
downloads. There are no words, all navigation
is through symbols and imagery.
K.: What are your projects for 2011?
V.C. : With our agents in place, we are
co n ce n t rating on re tail, whole s a le and
distribution, supporting our licensees however
and wherever we can. We will also be launching
targeted consumer marketing campaigns with
our agents.
It will be an exciting year for Luv Me Buddies.
Who knows, maybe 2011 will be the year the
world turns heart-shaped?
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happenings
International
Kazachok Licensing
The Industry’s International Hub will take place in
For its 8th Edition, the licensing industry’s spring rendezvous will be returning to La Halle Freyssinet.
Licensing has earned more and more recognition among different industries, which is why
Kazachok Licensing Forum will now offer a 2-DAY PASS for 45? excl tax.
Exhibitors will be available to inform and explain the trade to newcomers while offering their
long-time partners a privileged welcome and unveiling novelties and hits for 2012 and beyond.
>The Confe re n ce Pro g ra m
remains the best introduction to
the market and is open to all.
PLEASE NOTE: all conferences are bilingual (FrenchEnglish) – translation headsets are provided.
Conference program:
• Entertainment brand licensing for children:
what do kids have to say?
• Challenges for a preschool property to
establish itself on different markets
• Publishing & Licensing: multilateral links
• The use of special events in the development
of a license
Special Hotel Offer:
Make hotel reservations now!
Kazachok teamed with WIP hotel reservation
agency to offer you accommodation deals during your stay in
Paris for the Forum. Take advantage of your trip to discover
Paris the City of Lights thanks to WIP’s diffe re n t
accommodation alternatives and Special Forum Offers.
http://forumlicence.kazachok.com
Come and meet the most dynamic actors of the market!
happenings
International
Forum 2011
Paris, the City of Licensing
Don’t miss the first-time opportunity to
connect with fashion and luxury brands. The 1st
Fashion Floor will be located on the Mezzanine
of the Halle Freyssinet, a professional licensing
corner dedica ted to personal equipment
products.
>
CPLG has been present at the Kazachok Forum since the first edition
back in 2004 and MARINA NARISHKIN gave us her feed-back on why
this Fair is of particular interest in Europe:
CPLG has been a great supporter of the annual Kazachok Licensing Forum in France
since its creation as it illustrates the increasing importance of the business towards
the Press, Retail, and other businesses but also towards licensing markets around the
world. It is an opportunity for CPLG to present our brands, announce new rights and
present exclusive footage. We are counting on the new pricing and easy access in
2011 to attract many new visitors, increase the potential presence of the buyers and
promotional agencies and make the 2011 Kazachok Forum a great success.
If you are looking for an agent, a new property, counsel on how to manage your rights
or if you are looking to better target your core audience through media in connection
with a licensed property, you will find the answers at the Kazachok Forum on March
31st and April 1st 2011. Come and meet the French licensing companies and visit the
CPLG stand.
This year CPLG has reserved an even larger and more innovative space and is
welcoming for the first time ever, the French Football Federation and celebrating the
return of the Power Rangers. You will also see the kid’s favorite heroes like Fireman
Sam, the Raving Rabbids, Strawberry Shortcake and Snoopy being highlighted on our
stand. It is an ideal occasion to introduce our new properties Rosie and EMI lyrics.
Products Hall
International
Original, novel or simply brand new licensed products!
Pip & Co bib and bag
• Licensee: Shreds
• Launch: January 2011
• Territories: UK, Eire and
Channel Islands
• Licensor: KJG Ltd.
Sandra Candy Basket
• Licensee: Invercas
• Launch: Q1 2011
• Territories: Spain
• Licensor: Imira Entertainment
3 wheels Scooter
Ben 10 Alien Force
Patito Feo PSP Game
Ultimate Fighting
Championship T-shirts
• Licensee: Fight for
Fashion Limited
• Launch: March 2011
• Territories: France,
Germany, Scandinavia,
Benelux
• Licensor: Ultimate
Fighting Championship®
/ JELC
• Licensee: Sony
PlayStation
• Launch: January 2011
• Territories: Spain
• Licensor: Elastic Rights
• Licensee: D’Arpèje
• Launch: January 2011
• Territories: France
• Licensor: Turner
Broadcasting SystemCartoon network /
Canal + Licence
Dino Train Smart Talk
• Licensee: Learning Curve
• Launch: Summer 2011
• Territories: France
• Licensor: The Jim Henson
Company / Gaumont
Alphanim
Si vous souhaitez apparaître dans cette rubrique, envoyez vos informations à vg@kazachok.com
If you want to be in this heading, please send your information to vg@kazachok.com
80
Kazachok Licensing Mag'
Janvier - Mars 11
Products Hall
International
The Raving Rabbids St
Valentine plush
• Licensee: Jemini
• Launch: JanuaryFebruary 2011
• Territories: France
• Licensor: Ubisoft / CPLG
France
SpongeBob T-shirt
• Licensee: StoneKids
• Launch: Summer 2011
• Territories: France
• Licensor: Nickelodeon
VCP
DC Comics T-shirts
• Licensee: Myface
• Launch: Spring-summer 2011
• Territories: Europe – Middle East
• Licensor: DC Comics / Warner
Bros
Mr Men & Little Miss 3D
Magnet
• Licensee: Joucéo
• Launch: January 2011
• Territories: France
• Licensor: Chorion / France
Télévisions Distribution
Apparel Tweety By
Cathy Guetta
• Licensee: Swoon
• Launch: Spring-Summer
2011
• Territories: France
• Licensor: Warner Bros. &
Cathy Guetta
Noddy toys
• Licensee: : EDUCA BORRAS
• Launch: January 2011
• Territories: Spain
• Licensor: Chorion / Biplano
Licensing
Kazachok Licensing Mag'
Janvier - Mars 11
81
Editorial line 2011
+ Interviews, News,
April - May issue
Property Focus,
Local Reports
Hotfile
“Apparel and licenses: sector status report and
prospects”
Trend
”Product placement, new perspectives for brands”
June - September issue
Hotfile
Trend
“Stationery 2012, what’s the place for licenses?”
”Media Groups and their licensing brand extension”
October - December issue
Hotfile
“Multimedia and the role of licenses (video games
and internet) ”
Trend
”Products innovation at the core of licenses”
INTERNATIONAL CONTENT
FRANCE
GERMANY
SPAIN
UK
NEW
EUROPE
INTERNATIONAL
> You want to be quoted in one of the topics? Contact us!
vg@kazachok.com
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Tag der Lizenzen 2011
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Profitieren Sie von geballtem Wissen
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