MAGAZINE WITH CHARACTER - back to school 2017

nยบ02 / backtoschool 2017 Time to play!

THE MAGAZINE WITH CHARACTER

8 427934 156603

WWW.CERDAGROUP.COM

magazine nº02 / backtoschool 2017

EDITOR JOSÉ FCO. CERDÁ EDITORIAL DEPARTMENT BÁRBARA RODRÍGUEZ ART DIRECTION BELÉN MARTÍ PRODUCT DESIGN LORENA NAVARRO, JOAN E. GARCÍA, ÓSCAR LLOPIS, AROA JOVER, LAURA VALOR, DAVID GARRIDO, OLGA CHULIÁ, MÓNICA TORTOSA PHOTOGRAPHY AMPARO VALLS, ADOLF BOLUDA, BELÉN MARTÍ, BÁRBARA RODRIGUEZ MODELS VERA GARCÍA, PAU VALLS, JOAN JIMÉNEZ, PAULA ASENSI PRINTING BLAUVERD IMPRESSORS CONTRIBUTION ÁLVARO ORTEGA, ONLY KIDS STORE SPECIAL THIBAULT WERY

BACK TO SCHOOL 2017

3

LITTLE CONTENTS

Technology

06-09 ADVANTAGES OF ONLINE SHOPPING

Retail

Sector

Cerdá

20-21 THE MINIONS ARE BACK!

36-42

22-23

TUTORIAL, 3 DAYS IN DISNEYLAND PARIS

SHIMMER AND SHINE,THIS IS MAGIC!

46-49

26-29

THIBAULT WÉRY, MANAGING DIRECTOR

A CINEMATIC YEAR, A TV SERIE’S YEAR

Customer Product

12-16 THE LIFECYCLE OF A LICENSE

32-35

50-53

THE TWO FACES OF FASHION: REINVENTING BACKPACKS

CASO ONLY KIDS STORE: A SUCCESS MODEL

BACK TO SCHOOL 2017

4

EDITORIAL I create Oh blessed moments of happiness. Those that you wouldn’t change for anything: your first birthdays, the first time you fell in love, your son smiling after receive a big surprise, etc. Everyone remembers those special moments that give meaning.

We are talking about the little moments, instants of absolutely happiness, that if you accumulate in your memory they aren’t small any more and give meaning to everything. Ironic, isn’t it?.

Just as ironic as working with products for kids without thinking about them.

I firmly believe that our mission (and that of those who move in this sector) should be this. Without any trap. Everyone should find this infant emotion.

OUR LEITMOTIV IS TO MAKE A CHILD SMILE I wonder if the licensing business, in some cases, is degenerating in other directions which leads to dissolve the mission of why are we here.

In Cerdá, our compromise is strong. We don’t only want to get profitability and sales – despite be necessary-, but we believe and advocate to bring more value beyond. After all, what is more important than find incessantly for the emotion with which a child play, smile and makes own his favourite character?

We have two options: produce without any control, just to earn more or do the things well, taking care of every detail to feel proud of the work done. In Cerdá, it was a long time we choose the second option and as a result of this job, we have been awarded the Best Entertainment Licensee for the third consecutive year in Current Licences.

Do you create?

Jose Fco. Cerdá “SWEET CHILD O’ MINE” - Guns N’ Roses

Technology

ADVANTAGES OF ONLINE SHOPPING FOR YOUR BUSINESS SHOPPING CHILDREN’S PRODUCTS ONLINE

IN THIS ARTICLE, WE POINT OUT SOME OF THE ADVANTAGES OF CHOOSING THIS METHOD AND EVERYTHING YOU CAN GET FROM IT. TAKE NOTE!

BACK TO SCHOOL 2017

6

FOR SOME TIME NOW, ONLINE SHOPPING, THAT IS, MAKING PURCHASES ON THE INTERNET HAS BECOME AN EVERYDAY THING FOR MOST OF US. THIS IS NOT ONLY DUE TO THE COMFORT OF THIS SHOPPING METHOD, BECAUSE YOU PLACE THE ORDER FROM WHEREVER IS MOST CONVENIENT FOR YOU, BUT ALSO BECAUSE ON MANY OCCASIONS WE FIND ECONOMIC ADVANTAGES THAT FAVOUR THESE TYPE OF PURCHASES. THESE OFFERS AND PROMOTIONS CONTRIBUTE TO THE USE OF ONLINE CHANNELS WHEN MAKING SMALL PURCHASES. IN OUR CASE, FOR EXAMPLE, WE ALWAYS INVITE ALL OUR CUSTOMERS TO LOOK TO OUR WEBSITE FOR REPEAT ORDERS AS THESE CAN BE DONE VIRTUALLY AND, IN MANY CASES, OUR CUSTOMERS DISCOVER THAT BUYING PRODUCTS THEY ARE ALREADY FAMILIAR WITH THROUGH CERDAGROUP.COM IS MUCH SIMPLER AND FASTER.

BACK TO SCHOOL 2017

7

Technology

ADVANTAGES OF ONLINE SHOPPING

THE PURCHASE OF A WIDE RANGE OF PRODUCTS USING THE INTERNET HAS BECOME QUITE FREQUENT: IN ADDITION TO BEING ABLE TO CARRY OUT THE OPERATION IN A SIMPLE WAY, THERE ARE CASES WHERE IT CAN BE EVEN MORE BENEFICIAL. LET’S HAVE A LOOK AT SOME ADVANTAGES OF BUYING CHILDREN’S PRODUCTS ONLINE.

1. MUCH MORE

2. A GREATER VARIETY AND

COMFORTABLE

AVAILABILITY OF PRODUCTS

We don’t need to rely on a visit from a sales representative

Usually when we enter an online store, we find much more

in order to reorder a product and, in many cases, we don’t

variety to choose from than if we were at a display store or

even need to leave home: this way, we can complete the

at a commercial store. In these cases, in order to save us

whole operation from the comfort of our homes, and so it

time, they will always filter in products that could be of our

not only becomes a much more pleasant process, but also a

interest.

time-saver given that once the product has bene selected it will take only a few minutes to complete the operation.

While purchasing goods at a physical store has many advantages, buying products online can also be beneficial and it

Also, when we shop at an online store not only can we find

offers us a great catalogue of products to choose from.

a discount or promotion, but it is also usual for many stores to offer a variety of payment methods to suit your needs.

BACK TO SCHOOL 2017

8

Technology

ADVANTAGES OF ONLINE SHOPPING

EVERY DAY THERE ARE MILLIONS OF PEOPLE SHOWING A GROWING CONFIDENCE IN USING THIS METHOD AND TAKING ADVANTAGE OF WHAT THE INTERNET HAS TO OFFER. THE BENEFITS THAT WE CAN GET WHEN BUYING PRODUCTS ONLINE ARE NUMEROUS AND OVER TIME, THERE ARE CERTAIN TO BE MORE PEOPLE MAKING USE OF THIS SHOPPING METHOD.

3. IDEAL FOR REORDERING

4. A COMPLETE

ON-TREND PRODUCTS

USER EXPERIENCE

If you have bought a character and you see that demand

Many pages already have a comprehensive service on their

is increasing, do not wait for your sales representative to

web pages so you can find and analyze all the information

make you a visit and risk running out of stock! Log on to

in your account without calling or receiving a business

the website and place your order before the fashionable

visit. For example, at Cerdagroup.com we work in this

characters are out of stock. Buying children’s items online

area to offer a total experience to our users. In this way, in

can be very helpful, since you will see how demand is

the personal area of the sites, users can manage from their

increasing at not only your point of sales, but everywhere.

personal or fiscal data, to orders and pending products. In Cerdá, we also give information about an extensive list of

That is, the internet will give you an indication of business

functionalities related to finance, payments and consump-

level. Sometimes our days are swallowed up completely,

tion. Thanks to this improvement many information can

so being able to buy what we need from our computer and

be consulted in detail; as consumption, download invoices,

receiving it 24-48 hours later is an excellent alternative.

know the status of purchased items or check outstanding charges.

BACK TO SCHOOL 2017

9

2100001786 -SPORT/TRAVEL BAG SIZE: 50 X 20 X 23 CM 2100001793 - BACKPACKJUNIOR SIZE: 28 X 34 X 10 CM 2100001793 - ROUND PENCIL BAG SIZE: 21 X 7 CM

BACK TO SCHOOL 2017

10

2100001910 - BACKPACK NURSEY SIZE: 24 X 28 X 10 CM 2300002578 - CASUAL SHOES WITH LIGHT SIZE: 25-26-27-28-29-30-31-32

BACK TO SCHOOL 2017

11

THE LIFECYCLE OF A LICENSE AND HOW TO SURVIVE THE CURRENT WORLD OF LICENSING

By Jose Fco. Cerdรก

BACK TO SCHOOL 2017

12

Retail

THE LIFECYCLE OF A LICENSE

THE SPEED WITH WHICH A LICENSE COMES INTO OUR LIVES AND DISAPPEARS FROM IT WITH EITHER MORE OR LESS FANFARE WILL DEPEND ON MANY FACTORS.

When we talk about lifecycle we refer to the different phases

The duration of a license does not depend only on one fac-

in the life of something or someone until its death. Thus, we

tor, it depends on many, and many of these are independent

need to consider time as not only a fundamental element

from our own management.

of this cycle but also the variables that make help to extend this time so that the existence of this something or someone

There are three parallel realities in this space-time bino-

is lengthened.

mial of a license: licensor, licensee and distributor, and in

Moreover, what does time depend upon? It will depend then

this case, the consumer is a mere spectator, a consequential

on the speed with which different events occur before its

player born out of decisions made by any of these realities.

death and on the space that it will have travelled until disappearing.

From the licensee’s point of view, we must understand that once we sign a license it is because we have previously ac-

What we really have when we talk about the lifecycle of a

cepted, or have given credibility to a perception of how the

license is a physical problem of such magnitude that Albert

license will be received over time. That is, the life that that

Einstein himself could not have solved.

content or brand is going to have, and usually, this view is one of “wild success”.

This article, far from being a treatise on “physical licensing”, is a reflection on how we deal with the management of licen-

The funny thing about this view is that it never proposes

ses, not so much to focused on making these last for shorter

an end time, and that is where we must be open to identif-

or longer amounts of time, but to manage just how many it

ying those clues that may lead you to think that a license is

affects us.

coming to an end, or to identify “false alarm bells” about a perhaps prematurely announced end.

THE LIFECYCLE OF A LICENSE GOES THROUGH DIFFERENT PHASES UNTIL ITS ULTIMATE DECLINE, AND DURING EACH ONE OF THESE, WE MUST IDENTIFY THE CLUES TO CONTINUE TO EITHER GO ON, ACCELERATE, DECELERATE OR TO SLAM THE BRAKES ON.

BACK TO SCHOOL 2017

13

Retail

THE LIFECYCLE OF A LICENSE

THE INTRODUCTION PHASE IS THE

THE GROWTH PHASE, ESPECIALLY IN

PHASE THAT AROUSES THE MOST

THE CASE OF TOP LICENSES, IS THE

ENTHUSIASM AND EXPECTATIONS.

PHASE THAT WE ALL LIKE TO DRIVE.

During this phase of temporary blindness, it often happens

It is the point of balance between the three realities mentio-

that all the chips are put on the red, and this means that

ned above. It is here that euphoria overflows and we commit

during later phases, even if the brand is operating properly

insanity for love. It is the phase of excess, of embracing that

and following its “normal” course, stock saturation, the sub-

more is better. There is a special merger between licensee

sequent early liquidations of merchandise because of cash

and distributor in order to achieve the sales target for the

flow needs, as well as other desperate actions, mean that

year, the Pareto principle falls down, convinced by the idea

even while almost at the beginning of a licence’s lifecycle,

there is no other license in the portfolio. The consequences

there is a certain aversion to the licence. For that licensee,

we already know, entire shelves that make no sense, qualities

related merchandise has almost ended.

and designs that leave much to be desired, products across various vendors, supermarket promotions of bedspreads

It is also commonplace for us to be affected by the “guru”

and glasses, and other surrealistic situations.

syndrome, seeing a license ahead of time, becoming the flag bearer of a movement for a license that only you have seen,

The licensor, for its part, compounds this state of affairs by

sponsored by a licensor eager to close a sale at a time when

increasing the number of licensees, with the excuse that the-

the time is right. In this case, the licensee sets sail on a solo

re is a market and possibilities for it. All kinds of products

voyage because most of the time the licensor/agent is busy

are approved, there are no filters, and anything goes. This

with other things.

scenario usually reappears during the maturity phase.

BACK TO SCHOOL 2017

14

Retail

THE LIFECYCLE OF A LICENSE

IN THE MATURITY PHASE A

THE DECLINE PHASE SHOULD ARRIVE

WELL-COORDINATED INTRODUCTION

LATE OR PERHAPS NEVER

OF A PRODUCT CAN EXTEND THE LIFECYCLE OF LICENSE.

But there are more important factors that may mean that

The ideal outcome is that we turn that brand into a clas-

all of this is not enough, such as the great proliferation of

sic that will endure over time. Currently only a few brands

brands and content that compete for the same segment year

become classics because the circumstances that would ena-

after year.

ble them to do so just don’t exist. The new digital scenario and new consumption patterns mean that even the classics

Out of this saturation of brands, what usually happens is

themselves are unfamiliar to new generations of consumers.

that some of them are embraced by their target audience, and this means we suddenly exit out autopilot mod and

This phase is the gradual disinvestment so that a “sa-

move to be on alert. The idea is to be able to identify the

les-downturn” is not a problem, but a cushion to finish li-

time to divest on the one hand and to revert to another. The

quidating any surplus products in secondary sectors.

curious thing about this scenario is that this is often caused by the licensor who, given the large amount of content they produce, themselves cause the shortening of the lifecycle of their brands, cannibalizing amongst themselves.

BACK TO SCHOOL 2017

15

Retail

THE LIFECYCLE OF A LICENSE

FROM THE LICENSEE’S POINT OF VIEW, THERE ARE NO RECIPES FOR SUCCESS. WE CANNOT THINK THAT EVERYTHING WORKS THE SAME AND THAT EXPERIENCE COUNTS. PERHAPS EXPERIENCE DOES PLAY IMPORTANT ROLE BUT NOT IN REPLICATING PREVIOUS MODELS OR ACTIONS, BUT TO HELP TO BETTER UNDERSTAND CERTAIN SITUATIONS. THE MOST IMPORTANT THING IS INFORMATION, KNOWING HOW TO MANAGE EVERYTHING WE HAVE AT HAND (INTERNAL AND EXTERNAL) AND USING A HIGH LEVEL OF LOGIC TO MAKE DECISIONS. ABOVE ALL, WE SHOULD NOT MAKE DECISIONS IN SILOS. MARKETING, SALES AND MANAGEMENT SHOULD BE INVOLVED IN KEY DECISIONS AROUND THE LIFECYCLE OF A LICENSE AND OF LICENSED PRODUCTS

BACK TO SCHOOL 2017

16

BACK TO SCHOOL 2017

17

HERO GIRL COLLECTION

2200001910 - PENCIL BAG 3 POCKETS SIZE: 22 X 11,5 CM 2100001699 - PLUMIER 3 LAYERS WITH ACCESSORIES SIZE: 12,5 X 19,5 X 6,5 CM

BACK TO SCHOOL 2017

18

2200001866 - ADAPTABLE BACKPACK 42 CM SIZE: 31 x 42 x 13 CM 2300002654 - CASUAL PHYLON EVA SHOES SIZE: 28-29-30-31-32-33-34-35

BACK TO SCHOOL 2017

19

THE MINIONS ARE BACK AND IT WOULD BE AWESOME!

0

1

2

3

4

5

6

7

THE THIRD INSTALMENT OF “DESPICABLE ME” WILL BE RELEASED IN CINEMAS THIS JUNE. AS THE DATE APPROACHES, WE WILL LET YOU IN ON THE QUIRKS OF THIS UNIQUE AND ADORABLE VILLAIN AND HIS FANATIC YELLOW FOLLOWERS. THEY’LL LEAVE YOU WITH YOUR MOUTH OPEN!

BACK TO SCHOOL 2017

20

Sector

THE MINIONS ARE BACK

“Despicable Me 3” is the new movie from the hit animated

FAMOUS POR

film saga produced by Illumination Entertainment (‘Despicable Me’, ‘Despicable Me 2’, ‘Minions’, ‘The Secret Life of Pets’, ‘Sing’), which has a worldwide revenue of more than 1.5 billion dollars.

Not only did the first two instalments

Chris Meledandri, founder and CEO of Illumination

its spin-off

crush world box office records, but

Entertainment, and his collaborator Janet Healy produce the film, with Chris Renaud as the executive producer. This third instalment of the franchise, not counting the spin-off ‘Minions’, has been directed by Pierre Coffin and Kyle Balda,

“Minions“, managed to

surpass both of these films raking in a trillion dollars in revenue. Thanks to this success, “Despicable Me 3” was inevitable.

co-directed by Eric Guillon and written by Cinco Paul and Ken Daurio.

PARKER GIVES LIFE TO THE VILLAIN BALTHAZAR BRATT, A FORMER CHILD PRODIGY OBSESSED WITH THE ROLE HE PLAYED IN A SERIES FROM THE 80’S, WHO

SYNOPSIS

WILL GO ON TO BECOME GRU’S MOST FORMIDABLE ENEMY TO DATE.

Gru has been left out of work since In the Spanish version of the film, Florentino Fernández

he let supervillain Balthazar Bratt

once again lends his voice to Gru as well as his missing twin

escape. Bratt was an 80’s child star,

brother Dru, who is introduced in this new instalment.

the protagonist of a series where he

And Patricia Conde once again voices Lucy in the Spanish

played a criminal mind that used a

version. In the original version, Steve Carell and Kristen

combination of techniques, including

Wiig’s voices are on this occasion joined by Trey Parker, an

hip-hop, martial arts and high-tech

Emmy, Grammy and several Tony Awards winner, and co-

weapons. But with the onset of puberty,

creator of both ‘South Park’, Comedy Central’s worldwide

he lost everything and is now creating

phenomenon and of the Broadway success ‘The Book of

chaos across the entire planet. Gru,

Mormon’. Parker gives life to the villain Balthazar Bratt, a

on the other hand, has to face other

former child prodigy obsessed with the role he played in a

problems: he will meet his twin brother

series from the 80’s, who will go on to become Gru’s most

Dru. Dru is a billionaire, identical to him

formidable enemy to date.

in every way but that he as long blonde hair. Dru is eccentric and outgoing and Gru, although with a sense of humour, is still a grump. In addition, Gru will now have to decide whether he is ready to continue the family tradition of devoting himself to crime and join his brother in carrying out one last job...

Will Gru become a villain again?

BACK TO SCHOOL 2017

21

SHIMMER & SHINE THIS IS MAGIC!

CLAN SPAIN HAS BEEN BROADCASTING SHIMMER AND SHINE SINCE THE FIRST QUARTER OF 2017 AND IS AN ORIGINAL NICKELODEON SERIES, CREATED BY FARNAZ ESNAASHARI-CHARMATZ

(POST-PRODUCTION

FOR

DORA THE EXPLORER) AND WAS BORN OUT OF THE IDEA TO REINFORCE THE IMPORTANCE OF TEAMWORK, RESILIENCE AND OVERCOMING OBSTACLES FOR CHILDREN.

BACK TO SCHOOL 2017

22

Sector

THIS IS MAGIC!

Shimmer and Shine narrates the adventures of twin

FAMOUS FOR

sisters, secret genies belonging to a girl called Leah, who always seems to have some problem that requires the help of her magical friends. To help her, the twins offer her a maximum of three wishes a day, although they sometimes don’t properly understand what she has wished for which ends up causing more than one accident that culminates in the problem only getting worse! In the end, together, the

>

Retail

campaigns

focused

on

activities, granting wishes to children, treasure hunts, presents like bracelets of wishes and friendship...

geniuses and Leah, manage to find a solution.

> Online activities and games to help

Shimmer is pure of heart and always looking for ways to

of teamwork and helping others.

parents teach their children the benefits

increase everyone’s fun. She is bright, cheerful and an eternally optimistic dreamer. She always lives in the moment and enjoys it to the fullest.

> Reinforce this key message in the series: ‘Better together and as a team Like Shimmer & Shine’ > Teaching that is okay to make

SHIMMER & SHINE IS THE ONLY PRESCHOOL PROGRAM THAT COMBINES FRIENDSHIP, MAGIC AND PETS WITH THE FEMININE

mistakes, the benefits of teamwork, and also the importance of helping others, all in a fun and engaging way.

APPEAL OF FASHION, HAIR AND SPARKLES.

Shine is bold, brave and very trustworthy. Although they are twins, she assumes the role of the eldest sister and

INTERESTING INFORMATION

always has wise words to impart... which she invents in the moment. And if there is something that melts her heart melt, it is animals, especially her pet, a Bengal tiger.

> Top 10 in the UK, Hungary, Poland, Spain, Italy, Brazil, Canada and Mexico.

TRIUMPHING IN THE DIGITAL ENVIRONMENT

> Broadcast on CLAN Spain since the

ARE THE FOLLOWING APPS AND ONLINE

first quarter of 2017: great adventures

GAMES: ‘PLAYTIME WITH SHIMMER & SHINE

in the world of magic, with incredible

APP’, AND THE ‘ENCHANTED CARPET RIDE GAME’.

characters and friendship themes. > Toys, clothing, accessories, homeware, etc. are in development > The creative strategy focuses on the female audience (2-6 years old) with magical elements like jewels and bracelets, fashion in pink and sparkles, emblematic places: palaces, genies, magic carpet ...

BACK TO SCHOOL 2017

23

2100001793 - 3D INSULATED LUNCH BAG SIZE: 23,5 X 19,5 X 8 CM 2100001965 - 3D BACKPACK SIZE: 25 X 31 X 10 CM 2100001995 - 3D BIG TROLLEY BACKPACK SIZE: 31 X 41 X 13 CM

2100001975 - 3D BACKPACK LADYBUG SIZE: 25 X 31 X 10 CM

BACK TO SCHOOL 2017

24

2700000209 - 3D PLUMIER WITH ACCESSORIES STORMTROPPER SIZE: 19 X 23 X 6,5 CM

2100001989 - 3D BIG BACKPACK BATMAN SIZE: 31 X 41 X 13 CM 2100001793 - 3D BACKPACK DARTH VADER SIZE: 31 X 30 X 10 CM

BACK TO SCHOOL 2017

25

AN AWESOME CINEMATIC YEAR THE MOST IMPORTANT RELEASES OF 2017

BACK TO SCHOOL 2017

26

Sector

01

A CINEMATIC YEAR

05

WONDER WOMAN 23-06-2017

03

JUSTICE LEAGUE 17-11-2017

SPIDERMAN HOMECOMING 07-07-2017

The first film featuring DC Comics’ most famous superhero group. After the tragic events that occurred in the Batman v Superman feature film, the planet once again finds itself in danger when a totally unknown Young Peter Parker is getting ready for a new solo film after featuring Diana Prince is an Amazon warrior princess trained to be an invincible fighter. In this movie, Diana finding herself in a completely foreign

in Marvel’s ‘Captain America: Civil War’. ‘Spider-Man: Homecoming’ will be set after the events that took place in that instalment.

02

04

a race against time, Batman and Wonder Woman manage to convince Aquaman, Cyborg and Flash to join their metahuman group.

06

environment, takes sides in World War I.

mortal threat lands on Earth. In

STAR WARS VIII 15-12-2017

CARS 3 04-08-2017

GRU 3 30-06-2017

Lightning McQueen is still the best racecar in the world, but now that he is one of the veterans on the circuit, he must prove to everyone that he can still win a big race and that he New movie from the animated saga

doesn’t need to retire...

The eighth instalment of this space saga begins immediately after the events that occurred at the end of ‘Star Wars: The Force Awakens’ (2015). A new adventure is about to

that began in 2010 with Despicable

begin, and old and new characters,

Me, and continued three years later

as well as some familiar faces, must

with Despicable Me 2.

prepare for what is to come.

BACK TO SCHOOL 2017

27

THE SERIES EVERONE IS TALKING ABOUT… DON’T MISS THE TV SERIES OF THE MOMENT!

BACK TO SCHOOL 2017

28

Sector

01

SHIMER&SHINE CLAN

03

A TV SERIE’S YEAR

05

ZAG STORM CLAN

ELENA DE AVALOR DISNEY CHANNEL

Zak Storm is expected to premiere in late 2017, with thirty-nine Shimmer and Shine was born out of the idea to reinforce the importance of teamwork, resilience and of overcoming obstacles for the young ones.

02

Latin diversity has arrived in the world of Disney princesses. Elena of Avalor is the first Hispanic princess in the Disney realm. Dark skinned, lively, courageous and as skilled with a guitar as she is with a sword,

PRODIGIOSA LADYBUG DISNEY CHANNEL

she arrives ready to fill the void that

two high school students, Marinette and Adrien, who have characteristics that set them apart from their fellow classmates: Both have a secret life in which they are superheroes.

Marinette transforms into a heroine called Ladybug and Adrien becomes

is a normal guy in the middle of a surfing competition when he is sucked into the Seven Seas of the Bermuda Triangle and finds himself playing the role of the captain of a ship of misfits.

existed in the world of fairy tales.

04

This series is based on the story of

22-minute episodes. Zak Storm

06

TROLLS CLAN

PJ MASKS DISNEY CHANNEL

These three brave seven-year-old kids lead normal lives, go to school and hang out with their friends, but at nightfall, and thanks to the powers their pyjamas lend them, they turn into incredible superheroes, saving the city from the wicked plans of the villains.

This animated series is expected to be screened on Clan and will premiere in the first quarter of 2018.

The third season will premier in 2019 and we will have to wait until

a hero called Cat Noir.

2020 for the film.

BACK TO SCHOOL 2017

29

THE POWER collection

BACK TO SCHOOL 2017

30

BACK TO SCHOOL 2017

31

THE TWO FACES

BACK TO SCHOOL 2017

32

OF FASHION REINVENTING BACKPACKS

¿DO YOU WANT TO KNOW MORE? WATCH THIS VIDEO https://goo.gl/pZODk6

BACK TO SCHOOL 2017

33

Product

THE TWO FACES OF FASHION

Children have a great many different favourites in the world of licensing and property. And it is for this reason that fashion, and Cerdá, have reinvented themselves to offer the greatest possible variety to children.

RECENTLY, WE AT CERDÁ HAVE LAUNCHED A CAPSULE COLLECTION WITHIN OUR CHILDREN’S LINE, BOTH AS A RESULT OF THIS REASONING AND BECAUSE OF OUR CONSTANT DESIRE TO INCORPORATE THE LATEST TRENDS INTO FASHION.

And just what product are we talking about? Fully reversible backpacks. In the world of fashion, this is an entirely new trend.

Who would have thought that the “backpack” would have so much to offer, but the truth is that it does. Perfect for day-today life, family trips, weekend getaways and excursions. A new chapter has begun in the comfort-fashion revolution, a convenient and practical way of carrying around belongings for children and adolescents (and even adults) has arrived.

This is, undoubtedly, an accessory that has been with us our entire lives, from our first ones printed with images of Disney princesses or Star Wars while we were at school to the XL models we used in high school or some other, more vintage style in college, backpacks are still drawing attention!

There are days when children wake up with lots of energy, feeling like they are capable of saving the world, and others where, because of a bad night, they don’t quite feel up to par.

Whatever the day, Cerdá is sure to have a character that they can identify with.

With this in mind, we present you with seven unique designs that have two different sides. Batman or Superman?

Marinette or Lady Bug? Gru or the Minions?

WE NOW GIVE YOUR LITTLE ONES THE OPTION OF CHOOSING WHICH CHARACTER THEY WANT TO WEAR DEPENDING ON WHAT THEY ARE DOING OR THE MOOD THEY ARE IN.

BACK TO SCHOOL 2017

34

BACK TO SCHOOL 2017

35

TUTORIAL 3 DAYS IN DISNEYLAND PARIS

THE TRIP WAS FOR THREE INTENSE DAYS, DAYS WHEN I WOULD WAKE UP WITH THE FIRST RAYS OF SUNSHINE AND GO TO SLEEP TO THE SOUND OF THE NOCTURNAL LIGHT SHOW. THROUGHOUT THIS TALE, I WILL TRY TO SUMMARIZE THE BEST WAY TO NAVIGATE DISNEYLAND PARIS SO YOU ARE ABLE TO TAKE ADVANTAGE OF EVERY MOMENT TO THE FULLEST. I’M GOING TO TELL YOU THIS AS THOUGH IT IS GOING TO BE A THREE-DAY TRIP, WHICH FOR ME IS THE PERFECT LENGTH OF TIME. I WILL ALSO DO IT IN A GENERAL WAY, THAT IS, NOT THINKING ABOUT JUST CHILDREN, OR JUST ADULTS, OR ABOUT A RELAXED OR FAST-PACED TRIP- I WILL ONLY DESCRIBE WHAT I THINK IS AN INTERESTING PLAN, LEAVING ROOM FOR MAGIC AND SURPRISE.

BACK TO SCHOOL 2017

36

Cerdรก

TUTORIAL: 3 DAYS IN DISNEYLAND PARIS

BACK TO SCHOOL 2017

37

Cerdá

TUTORIAL: 3 DAYS IN DISNEYLAND PARIS

I WILL INTRODUCE MYSELF: MY NAME IS BÁRBARA RODRÍGUEZ, AND I AM THE MARKETING MANAGER AT CERDÁ DURING MY WORKING HOURS AND A PASSIONATE ABOUT THE DISNEY UNIVERSE THE REST OF THE DAY.

From a very young age, I have grown up among princesses, stories and animations. Ariel awakened the adventurer inside me (I always dreamed of being a mermaid), the Beast created my empathetic side and taught me that what is important is not on the outside, Prince Eric was my first love and Stitch stole my heart. I can recite each and every one of the storylines of the Disney classics that marked my childhood and, to tell you that the best trip of my life happened very recently on my holiday to Disneyland Paris.

Let me tell you about it in detail, allow you to immerse yourself in my universe and delve into my mind, and feel a part of the journey of my life.

For as long as I can remember, I have wanted to go to Disneyland. I asked for it every Christmas, every birthday, every time a tooth fell out... Every single time I had the chance. And because good things come to those who wait, but not as early as they should, it has taken 27 Christmases, 28 birthdays, 20 baby teeth and all the patience and faith in the world for my dream to come true.

My very first step within this great amusement park was this winter. A place, no doubt, full of magic and fantasy.

BACK TO SCHOOL 2017

38

Cerdá

TUTORIAL: 3 DAYS IN DISNEYLAND PARIS

DAY 1 Shortly after arriving, you can go directly to see Main Street and walk along this beautiful street until you reach Sleeping Beauty’s castle. If you arrive at noon, then head to lunch first somewhere you have made a reservation so as not to waste time. For example, Café de Agrabah, just after entering Adventureland, a few steps to the left of the castle, or to Walt’s, an American restaurant situated just before you get to central square, or maybe to Plaza Garden’s Restaurant. If you are on a tight budget, I recommend Casey’s Corner at the end of Main Street, it’s fast and a little better priced!

To help your food settle it is worth spending a couple of hours walking around the park and locate each area on the map, you will thank yourself later for having done it! Walk through Fantasyland, go into the castle, stop to see the

DAY 2

rock of the skull in Adventureland, and once you know where everything is, begin riding the attractions.

Remember to leave the busiest attractions to later in the day because there are less queues at night, as is the case for Space Mountain or the Big Thunder Mountain. For dinner, my recommendation is to eat at the Blue Lagoon or Auberge Du Cendrillon depending on your taste buds, but both are spectacular and not to be missed.

The following morning I recommend having breakfast while you take a look at the program for the shows at both parks so that you can decide which ones you don’t want to miss and plan around these, so you don’t miss any because you didn’t do your homework! You can get a timetable for shows at reception or when entering the park. There is also the APP that works just fine and will give you real-time countdowns to each spectacle. After breakfast, head to the Walt Disney Studio. It’s true that the attractions don’t begin operating before 10:00 AM, but if you get there early, you’ll be able to wander around the park beforehand or get in early to ride the most popular attraction without the need for a FastPass: the Crush’s Coaster. While waiting, one of the members of your group can use a FastPass for the other attraction with the second longest queue there: ‘Ratatouille: The adventure’.

Dedicate the day to see this park in its entirety by taking advantage of the FastPass so as not to waste your time.

The park is not too big but it does have a great many

BACK TO SCHOOL 2017

39

Cerdá

TUTORIAL: 3 DAYS IN DISNEYLAND PARIS

attractions that consume quite a lot of time, like ‘Moteur Action!’ and ‘Cinemagique’. This park closes its doors at 6-7 pm (depending on the time of year). This is an ideal time to head out to dinner, for example in the Village, you can wander around a little, take in the night atmosphere, disconnect from the attractions and have dinner because there is enough variety in the one place, and you can book in to take in the Buffalo Bill Wild West Show, which will make dinner even more enjoyable. Once this is over you have to head to Disneyland Park to see the light and water spectacle and the fireworks at the Sleeping Beauty Castle. Needless to say, it is a wonder to behold, and besides being the park’s closing attraction it is also the perfect end to the day and you will return to the hotel with a smile on your face.

THE ONLY THING THAT IS REALLY ESSENTIAL FOR THIS TRIP WILL BE THE DESIRE TO SEE NEW THINGS AND A WANT TO EXPERIENCE THE MAGIC OF THE PLACE. SO LET YOUR INNER CHILD FREE AND YOU WILL ENJOY IT ENORMOUSLY!

DAY 3 The last day will depend a lot on the timing of your return flights. My recommendation is to make use of the Extra Magic Hours so you spend two extra hours in the park walking around, climbing or re-riding the attractions. After this, give yourself free reign to go and see whatever you didn’t yet have time to or repeat something that you really loved.

I hope this outline is useful to you at some point. As a final thought, I should say that, contrary to what it may seem, I am not very much into planning holidays, and one of the charms of Disneyland is that it is a place that welcomes people discovering it by aimlessly wandering the grounds.

The only thing that is really essential for this trip will be the desire to see new things and a want to experience the magic of the place. So let your inner child free and you will enjoy it enormously!

BACK TO SCHOOL 2017

40

CerdĂĄ

TUTORIAL: 3 DAYS IN DISNEYLAND PARIS

TO FINISH, I WILL OFFER YOU A SELECTION OF ANSWERS THAT I CONSIDER USEFUL FOR THOSE WHO WANT TO DELVE IN AND PLAN THEIR NEXT TRIP TO DISNEYLAND.

> Are two days enough to see the whole park?

you will be given a FastPass to gain time in attractions and queues.

I would say that the ideal time to take advantage of the park to the fullest is three days. It is a fairly easy to get around

> How should I organise my meals?

the parks, although it is true that it will be practically impossible to see everything 100%, to ride all the attractions,

You should plan any meals you want to eat at any of the Dis-

to eat at all the restaurants, to visit all the hotels, to attend

ney restaurants ahead of time. Obviously, you will find fast

all the shows... That will be an impossible task! What I do

food stalls in the parks, but restaurants at peak times are

recommend is that you draw up a daily plan to get the most

quite full and this will rob you of hours of fun. The best op-

out of your trip.

tion is to plan where you want to eat ahead of time and make reservations before you arrive. You can book at the many of

> Is it worth staying at a Disney Resort hotel?

the most popular venues through your travel agency or by directly contacting the park. If you ask me, a must-see is the

I would say yes. Obviously the price is not the same but a

CafĂŠ Mickey, where you will enjoy a varied menu surroun-

park like this, where every second is an experience, deser-

ded by the most charming classic story tale characters. Take

ves this extra expense. Also, keep in mind that staying at a

the chance to get some great pics with them!

Disney hotel offers the possibility of enjoying the parks for an extra two hours each morning without the general pu-

Do not miss out of a visit to the Disney stores. Each one has

blic having access (Extra Magic Hours). This gives you the

its own charms and themes. Worthy of being admired and

opportunity to see or ride a wide selection of attractions and

photographed for their product displays, their store win-

visit the different areas with much less people. In addition,

dows and their own uniqueness!

BACK TO SCHOOL 2017

41

Cerdรก

TUTORIAL: 3 DAYS IN DISNEYLAND PARIS

BACK TO SCHOOL 2017

42

collection

2100001837 - PREMIUM BACKPACK SIZE: 28 X 38 X 17 CM 2500000693 - DINNING SET SIZE: 22,5 X 14 X 8,5 CM

BACK TO SCHOOL 2017

43

BACK TO SCHOOL 2017

44

https://goo.gl/s0ilDt

interview BUSINESS

THIBAULT W Y /tib’o w’ery/

BEING A MANAGING DIRECTOR IS NOT A JOB, IT IS A VOCATION

MY PLAN IS TO PUT THE CUSTOMER

AT THE CENTRE OF ALL DECISIONS

Cerdá

THIBAULT WÉRY, MANAGING DIRECTOR

Thibault Wéry was trained in Human Resources

> How do you face the challenges of being the CEO of Cerdá?

Management and has a Master’s degree from the University of Valencia in Spain in Business Process Planning and

T: I face it with great enthusiasm, a great amount of drive and,

Management. After a first experience in Human Resources

at the same time, with a lot of respect. Leading a company

in Brussels, he worked in consulting for 5 years in Business

with such talent and history is a fantastic experience, but

processes, logistics and company organization in Valencia.

as Spiderman would say: “with great power comes great

During this experience, he was a consultant at Cerdá and

responsibility.” There are many people behind the scenes at

finally joined the team in early 2016.

the company and it is my duty to think of, about, and for them. We must make the right decisions and very clearly

Belgian, sports fanatic and a lover of food. This is how

define the way forward.

Thibault defines himself at the beginning of an interview that promises high doses of sincerity, fun and dedication. A

Taking advantage of the occasion, I would like to convey my

family man and resident in Spain for more than 8 years now,

gratitude to the Cerdá family. They have taken a gamble on

he is a lover of great and genuine challenges. Every day, in

me and because of this, I will not fail them. Infinite thanks

the charming town of L’Olleria, this young and promising

for the trust they have placed in me. Sincerely, I believe

Director does his best to reflect his immense commitment to his team, always guided by a set strategy and following a fixed course. Given the initial steps he has taken at the company, I would say that what lays ahead is a great promise of Business Managing. The beginning of this article touched on Thibault’s passion for sport, but, without doubt, he is even more passionate about his team’s projects. > Tell us about yourself: what three words would define you?

T: Challenges. I love setting myself goals, both personal and about sports, like a marathon, a team-cycling race, or professional goals such as business challenges, training, etc.

If I can also experience this set of challenges surrounded by people, and work with a motivated and ambitious team, then that’s even better!

Organization. I consider myself a fairly organized person, who plans a lot of events. Organizing my life efficiently allows me to do more things in less time and this makes me feel very comfortable.

Relationships.

I am a very accessible person and I

quickly trust the people around me. I like building sincere relationships with those around me. In the same vein, I can say that I love sharing personal stories and/or professional experiences with people.

BACK TO SCHOOL 2017

47

Cerdá

THIBAULT WÉRY, MANAGING DIRECTOR

that apart from my management skills, what has really

make the shopping experience fast and digital. And this is

mattered in the decision that they have made are the values

just the beginning…

we share: from family to building relationships, through to honesty, the pursuit of quality, passion for work and an

> Tell us two of Cerdá’s main strengths

entrepreneurship spirit.

T: The first is the ability to innovate and improve. Cerdá is > Could you tell us what plans you currently have for the

a company with a very proactive way of doing things and

company?

our employees have DNA that is constituted by a positive attitude and the desire to excel at their work. Every operator,

T: I have many plans in mind, but I think there are two that

every employee, every sales team member, cares and

particularly stand out:

continuously seeks to improve and create value for the end

WHAT HAS REALLY MATTERED IN THE DECISION THAT THEY HAVE MADE ARE THE VALUES WE SHARE: FROM FAMILY TO BUILDING RELATIONSHIPS, THROUGH TO HONESTY, THE PURSUIT OF QUALITY, PASSION FOR WORK AND AN ENTREPRENEURSHIP SPIRIT.

customer. This proactive behaviour has in the company’s 1. The first is to put the customer at the centre of all our

DNA from the very beginning thanks to our founder,

decisions. I firmly believe that this is one of the keys to success.

Pepe Cerdá. I am sure that this culture of change and this

More important than even the declaration of intentions, is

eagerness to improve is part of Cerdá’s success.

to let this inform all our decisions. Every improvement, every investment should be designed so that the experience

As a second strength, I would like to highlight the company’s

of being a Cerdá customer is increasingly pleasant and

values. For us, in regard to dealing with customers,

unique. Internally, at all levels, we try to think about them

suppliers, collaborators and employees, we build a closeness,

and do our best to satisfy them as much as possible. We are

honesty and transparency in our relationships. We like to

being very self-critical across all our areas (from Design,

have a relationship of mutual trust from the outset. This

Marketing, Sales, Operations, Administration, Logistics,

transparency, coupled with our tight knit relationships,

etc.) to ensure we continue to be innovating. It is also very

makes us different and unique.

important to adapt the value proposition we have with our customers to provide each of them with the solutions that

> What challenges do you currently face in your position?

they most need at the right time.

T: I think the most important challenge is to keep myself 2. My second priority is the digital transformation of the

up to date. I must know a little about everything and know

company and the team. This is not science fiction, it is the

what is to come in order to make decisions on aspects as

reality and we must be current. As Cerdá is a company

varied as logistics, finance, marketing, sales, etc.

with a lot of history and so obviously was not born in the digital age, it must be transformed, which is much

Once this is controlled, the most difficult part is what

more complicated than if it had been created now in the

remains: guiding the entire company in the same direction

connected and digital world that we all know. It is complex

and keeping the entire team motivated and focused on

because we have to change habits, customs and completely

the same goals. I think of a company as a group of people

reinvent the way we do things. At the level of information

travelling in the same direction, each in their respective

and processing speeds of orders, we are taking giant steps to

cars. I am the driver in front and my mission is that we all

BACK TO SCHOOL 2017

48

Cerdá

THIBAULT WÉRY, MANAGING DIRECTOR

arrive at the same point together. Therefore, I must drive in a way that ensures no one gets lost and make sure that the cars at the back arrive on time to the right place.

I like this image very much because life is not only a question of always looking forward with your eyes set only on the challenges and innovations, but the key is to make sure that everyone is following you and that everyone, with their specific skills and talents, participates in defining the right path. > If you could give some advice to the managers who are reading this, what would you tell them?

T: I think the best advice I can give them is to be humble. To be able to admit that it doesn’t matter how much experience and training we have, we know nothing. We must exchange and share ideas and information with other people, whether within the company or not. We must talk about what is current, train ourselves and above all, network with people from other sectors, whether in training, seminars, fairs or just meetings. These exchanges will help us to see what is not obvious and to develop new ideas. In an ever-changing world, it is our duty to ensure the continuous training of both our teams and of ourselves.

THE MOST DIFFICULT PART IS WHAT REMAINS: GUIDING THE ENTIRE COMPANY IN THE SAME DIRECTION AND KEEPING THE ENTIRE TEAM MOTIVATED AND FOCUSED ON THE SAME GOALS.

BACK TO SCHOOL 2017

49

by ÁLVARO ORTEGA PRESENTLY, ONLY KIDS IS A GROUP OF STORES

CASE

FOCUSED ON MEETING THE NEEDS, DREAMS AND WISHES OF LITTLE ONES.

BACK TO SCHOOL 2017

cliente Only Kids Store

ONLY KIDS STORE, A SUCCESS MODEL

50

Customer

ONLY KIDS STORE, A SUCCESS MODEL

Every entrepreneur, freelancer and professional dedicating

la Frontera (Cรกdiz), but thanks to the courage they showed

themselves to the sale, sometimes (90% of our time) ponder

to invest in new products, such as textiles and footwear in

what exactly the strategies are that could be implemented

addition to the gifts and accessories they have on offer, they

across their businesses that will build a path that leads us

were quickly gained a customer base which translated into

to the destination that we are all aiming to reach: success.

For many, success can translate into terms of sales, turnover and profits. For others, success is reflected in securing customer satisfaction and building a viable business model that will stand the test of time.

FOR ME, THE IDEAL FORMULA FOR WORKING AND PERSEVERING EACH DAY WOULD CONSIST OF A MIX OF ALL THE ABOVE BUT ... HOW DO YOU ARRIVE AT SUCCESS? a growing demand that allowed expansion into a second store in the town of San Fernando. Since then, it has conWhat works for one does not necessarily work for others,

tinued growing with a new store opening in the capital of

but taking note of models of success around often provi-

the province and there are expectations of new openings in

des the required dose of motivation and strength to not just

the near future.

keep us moving forward but also to know that success is possible. For this reason, there is no better way than to un-

Only Kids Store offers its customers a wide range of pro-

derstand the model of success employed by one of the best

ducts. You can find almost everything at the stores, from

licensed stores in our industry: Only Kids Store.

gift accessories to everything needed in footwear and clothing to dress the kids in the family. They also stock all the

Presently, Only Kids is a group of stores focused on mee-

school supplies a child needs for school. This is perhaps one

ting the needs, dreams and wishes of little ones. It began

of the most important factors that has led to their success -

operating out of a single store in the town of Chiclana de

knowing how to take advantage of the opportunity you have

BACK TO SCHOOL 2017

51

Customer

ONLY KIDS STORE, A SUCCESS MODEL

when a customer is in the store. In only a single visit, customers are able to find all the products they need, without the store being an obviously specialty store and, in this way, seizing the opportunity to cross sell. For example, a mother who wants to buy school supplies for her child also takes the opportunity to purchase those other products that, sooner or later, she will need, such as shoes for the coming rainy days, or other footwear and textiles that are appropriate for a coming season, etc.

IF TO ALL THIS WE ADD THE POSSIBILITY OFFERED BY SOME SUPPLIERS, LIKE CERDĂ , TO INCREASE CROSS-SELLING BASED ON COLLECTIONS COORDINATED UNDER A SAME LINE OF DESIGN FOR SEVERAL PRODUCT CATEGORIES, THE AVERAGE SALE WILL INCREASE SUBSTANTIALLY, AND THIS WILL ALSO MAKE WAY FOR CREATING WELL DIFFERENTIATED AREAS IN THE STORE FOR EACH CHARACTER, SOMEWHERE YOU CAN DISPLAY THE DIFFERENT COLLECTIONS.

Only Kids Store knows how to appropriately manage merchandising and in-store product placements and, in this way, they facilitate the purchasing process, as well as satisfy the tastes and preferences of all its customers with different collections.

Only Kids Store, in addition to offering all the collections of the latest trends, also celebrates the classic licences that, in addition to short-term sales, will always represent guaranteed and durable sale power over time.

We have to take into account one important factor: who is the decision maker when it comes to a purchase? If it is the child who is choosing, logically, he or she will lean towards the characters that are currently more popular, but if it is, for example, the mother or grandmother, the character preferences will change. In this way, any customer looking for a specialty shop selling all the products that little ones generally demand will know that this is where they will find them.

BACK TO SCHOOL 2017

52

Customer

ONLY KIDS STORE, A SUCCESS MODEL

SO YOU MAY BE ASKING, WHAT ARE THE REASONS BEHIND ONLY KIDS STORES BEING A REAL SUCCESS STORY? THEY ARE A GREAT MANY DIFFERENT REASONS, AND WE HAVE LISTED SOME OF THESE BELOW: > Backing new lines and investment, assuming the risks that this involves, so that they can include new categories of products that, a priori, do not form the bulk of their sales (initially). > Offer different design lines or existing collections for each character, in addition to creating well-defined spaces, which allows cross selling of articles across different categories. > It pays to have on offer all the current product licenses, both for those that are now on-trend as well as classic licenses, giving customers the image of “expertise” and sector knowledge. > And, above all, it’s a reflection of the owner’s effort, perseverance and dedication to manage the business in a committed way and convey to their customers, in the same way that the employees do so well, the illusion and confidence that allows customers to have a great shopping experience.

BACK TO SCHOOL 2017

53

BACK TO SCHOOL 2017

54

TOGETHER FOR THESE

life ’ s little moments BACK TO SCHOOL 2017

55

THE MAGAZINE WITH CHARACTER

WWW.CERDAGROUP.COM