Fall 2014
Reaching Millennials Where They
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B rand L icensing E urope
2014
Departments 8 Publisher’s Point 9 Stat Shot A look at top-selling properties for kids.
10 LIMA Update Martin Brochstein discusses the importance of quality content in creating a must-have property. 12 Property Profile: NBA NBA Vice President of Licensing Lisa Piken Koper discusses the wide appeal of the international sports brand. 16 A Look Inside: Epic Rights Epic Rights’ EVP, Strategic Partnering and Licensing Juli Boylan-Riddles discusses the roster that the company will bring to this year’s Brand Licensing Europe. “Why do you keep insisting I take a license out on that particular character?! How do you even know it’s popular?” Volume 31, NumbeR 4
Features 11
Millennials: The Surprising Influences Along Their Path to Purchase
Mom Central Consulting Founder and CEO Stacy DeBroff analyzes the millennial generation’s consumer behavior.
20
The Brand Promise
Skepticism has become the status quo. Every commercial, billboard, and promotional email is easily ignored, neglected, or forgotten. The key is to break that trend and rise above the bland buzz of average businesses—and that starts with branding.
24
Bringing a Virtual Property to Life
28
Brand Licensing Europe
There are limitless opportunities to reach an active, engaged audience when a licensing program is well-conceived and developed, and product and packaging leap off the shelves and racks at retail stores. Our annual look at London’s licensing show, featuring coverage of international brand and property owners and what they’re introducing on the world stage.
18 Hot Shots: Greg Economos Sony Pictures Consumer Products SVP, Global Consumer Products Greg Economos talks about the company’s plans for Brand Licensing Europe and beyond. 22 Talking Social Media Make the most of 140 characters to increase Twitter engagement. 47 Blogger Bash A new conference gives brands a fresh way to connect with bloggers and find potential brand ambassadors. 48 Of Counsel James Kipling addresses the unique issues encountered when licensing works of art. 50 Directory
THE LICENSING BOOK, Fall 2014 “THE LICENSING BOOK” (ISSN-0741-0107) is published quarterly, by Adventure Publishing Group, Inc.®, 307 Seventh Ave., Room 1601, New York, New York, 10001. Periodicals postage paid at New York, NY 10001 and additional mailing offices. © 2014 Adventure Publishing Group, Inc®. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopying, recording on any information storage and retrieval system, without permission in writing from the publisher. Printed in U.S.A. Subscription rates: $48 per year. THE LICENSING BOOK, THE LICENSING BOOK INTERNATIONAL, WORLDWIDE LICENSING, and the “WLE” design are trademarks and service marks of Adventure Publishing Group, Inc.® registered in the United States Patent & Trademark Office Postmaster: Send address changes to THE LICENSING BOOK, c/o Adventure Publishing Group, 307 Seventh Ave., #1601, New York, NY 10001
EDITOR’S POINT
LICENSINGBOOK
®
THE
www.licensingbook.com
ADVENTURE PUBLISHING GROUP INC.® Vol. 31, No. 4, Fall 2014 Licensing is a tricky business, filled with surprises and ups and downs. As I write this column, we are abuzz over Disney Consumer Products’ decision to take its Disney Princess doll license from Mattel and grant the rights to Hasbro beginning in 2016. This is a major move, and one that harkens back to Sesame Workshop’s decision to move its Sesame Street license from Mattel to Hasbro in 2011. Disney Princess is one of the top toy licenses in the U.S., and Mattel seems to be handling the license well. Mattel is a huge player in the doll market. Despite Barbie’s recent downward trajectory, she is still one of the top fashion dolls of all time. Not to mention Mattel’s unbelieveable success with Monster High and, now, Ever After High. The main difference here is that Mattel owns these brands, and licenses them out in various categories, but creates the dolls and related entertainment content in-house. So what is behind Disney’s decision? Perhaps Disney is transitioning its properties to Hasbro, which is doing an excellent job with many of the company’s “boy”-skewing properties (Marvel, Star Wars), and wants to keep its brands with one manufacturer. This could mean further losses for Mattel down the road, as the company also has the rights to major Disney preschool properties, such as
8 • The Licensing Book
Disney•Pixar Cars and Jake and the Neverland Pirates. Hasbro likely made a bid for the license in order to take a much larger stake in the fashion doll category, where it has relatively little to offer outside of its newly launched—but high potential— My Little Pony Equestria Girls line. Hasbro certainly knows the girls’ toy market, and is making in-roads with its Nerf Rebelle line, in addition to its more traditional brands. Is this transition a risk on Disney’s part, moving its fashion doll business to a company that—despite being the No. 3 toy manufacturer in the world—is not as wellknown for this particular niché? Perhaps, but not much. Hasbro is a known risk taker (e.g., launching The Hub network in 2010, its entrance into construction with the Kre-O line), but the company makes good decisions in general and is expanding into areas where there is room for growth, particularly in the girls’ arena. Will Mattel find a new license to fill the void left by Disney Princess? The company has two more holiday seasons with the brand, and surely it will pick up the slack with new hot licenses. The company has shown that it’s capable of tremendous success with dolls, and I’m certain we can expect more innovation from Mattel as we •••• move toward 2016.
President Laurie Schacht laurieschacht@aol.com
Co-Publisher Jonathan Samet jsamet@adventurepub.com
Co-Publisher/Editor-in-Chief Jackie Breyer jbreyer@adventurepub.com
Senior Editors Marissa DiBartolo mdibartolo@adventurepub.com
Ali Mierzejewski amierzejewski@adventurepub.com Associate Editors Christine Duhaime cduhaime@adventurepub.com
Phil Guie pguie@adventurepub.com Editorial Assistant Deanna Atkins datkins@adventurepub.com
Editorial Interns Magdalene Michalik, Alexis Willey Production Director Anthony K. Guardiola aguardiola@adventurepub.com
Bookkeeper Lori Rubin lrubin@adventurepub.com ADVENTURE PUBLISHING GROUP, INC.® 307 SEVENTH AVE., SUITE 1601 NEW YORK, NY 10001 TELEPHONE: (212) 575-4510; FAX: (212) 575-4521
S TAT S HOT Top-Selling Toy Properties by Country Ranked on January to June 2014 Value Sales
U.S.
UK
Disney Princess Little Tikes
France
Spain
Germany
Australia
Playmobil
Playmobil
Star Wars
Lego City
Monster High
Playmobil
Star Wars
Lego City
Disney Princess
Barbie
Barbie
Barbie
World Cup Soccer Pokémon
Nerf
Lego City
Monster High Star Wars
Little Tikes
Star Wars
Star Wars
Peppa Pig
Star Wars
Disney Princess
VTech Baby
Mickey & Friends Lego Duplo
Peppa Pig
Source: The NPD Group Inc./Retail Tracking Service
Top 10 Properties in the UK (Boys)
Top Ten Properties in the UK (Girls)
1. Lego
6. Nerf
1. Barbie
6. Lego Friends
2. Disney•Pixar Cars
7. Spider-Man
2. Hello Kitty
7. Disney Princess
3. Thomas & Friends
8. Star Wars
3. Lego
8. Monster High
4. Toy Story
9. Mickey Mouse
4. Peppa Pig
9. My Little Pony
5. Hot Wheels
10. Playmobil
5. Minnie Mouse
10. Mickey Mouse
Source: Kidz Global on behalf of LIMA
Peppa Pig
Hello Kitty Hot Wheels High Jump Frenzy, from Toy State
Fall 2014
The Licensing Book • 9
LIMA Update
Content Is King Turning Content Into a Must-Have Property by Martin Brochstein, senior vice president of industry relations and information, Licensing Industry Merchandisers’ Association (LIMA) ith the approach of Brand Licensing Europe and the upcoming holiday selling season, my mind keeps coming back to an old truism that often is forgotten: Content is king. Licensing is a marketing-driven business, dependent in large part on anticipating, creating, and reacting to Licensing is a marketing- consumers’ needs and desires by driven business, dependent in developing and large part on anticipating, tweaking prodcreating, and reacting to ucts and services to find that sweet consumers’ needs and desires spot in which by developing and tweaking 1+1=3 (or 4 or 5 products and services to find or 6). One of the that sweet spot in which most frustrating 1+1=3 (or 4 or 5 or 6).” and exhilarating aspects of the licensing business is the ongoing search for the hot new thing—and figuring it out early enough to leverage it to the max, jumping on the bandwagon before there even is one. How many people saw Angry Birds coming? Does anyone remember that Spider-Man was a relatively dormant character (in the broader entertainment marketplace) until the May 2002 debut of the eponymous Sony-produced feature film? In the cases of both Angry Birds and Spider-Man,
W
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success (including the licensing and merchandising aspect) was far from a foregone conclusion. Nobody from the mobile game space had seen their game spawn significant licensed merchandise before Rovio launched Angry Birds, and nobody’s come close to duplicating its merchandise success. Likewise, while Spider-Man was a major tentpole film for Sony in the summer of 2002, it was hardly viewed during sell-in to retail as a no-brainer, gotta-have property. But here’s what set Spider-Man on the road to franchise heaven: Sony, Marvel, and director Sam Raimi made a really good movie. It got great reviews and audiences flocked to see it. More than a decade later, even as ticket prices have risen, it still ranks as the sixth highest grossing superhero movie of all time at the box office. Spider-Man licensing really took off only after the first film succeeded so wildly. If the first Spider-Man had been a bad film with poor ticket sales, odds are there would never have been a second or third, or a second film series, and the merchandising juggernaut would never have gotten off the ground. Content, in the end, is king. This brings us to a film that was hardly on anyone’s licensing and merchandising radar a year ago as it prepared for its late-November launch—but is one of the big success stories of the past year. Frozen premiered on November 19, went out to wide distribution on the 27th, and has cut an incredibly wide swath through the kids’ business, with some estimating that it will account
continued on page 46
Fall 2014
Marketing Memo
: s l a i n n e l l i M The Surprising Influences Along Their Path to Purch ase by Stacy DeBroff, founder and CEO, Mom Central Consulting illennials—the generation of Americans in their post-college 20s and early 30s—represent the next generation of influential consumers. They march to their own drummer when it comes to the path to purchase, differing dramatically from how previous generations made purchasing decisions. Recently, Mom Central Consulting launched a new division, Millennial Central, which focuses exclusively on millennial influencers. It sparked an extensive research study to gain an even deeper understanding of this generation. The study, which surveyed 1,100 American millennial women, focused on millennials’ purchase paths both online and offline, how their deep connections with family and friends impact the choices in their lives, the effect of various types of media on their day-to-day decisions, and how the ability to share and crowdsource online in visual and instantaneous ways shapes their perspectives on brands, media, and relationships. As they travel along their path to purchase, millennials focus extensively on peer education. They look for social networking sites and blogs to gather opinions on a potential purchase, as well as ask, “What do my friends or parents think about this decision?” They diligently pursue—both online and offline—insights from those in the know and those who have experience with a particular product or service. The study also sheds light on what generates trust among millennial consumers—and what doesn’t: • Research: 87 percent trust products after doing their own research, which involves heavy crowdsourcing among their peers. • Recommendations: 93 percent have purchased a product after hearing about it from a family member or friend.
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• Friends’ Opinions vs. Brand Recommendations: 89 percent trust recommendations from a friend, peer, or family member more than recommendations from a brand. • Fame Holds Little Sway: 68 percent of millennials remain unfazed by a celebrity spokesperson’s influence when promoting a brand or product. Moreover, as millennials maintain close ties to their parents, Mom and Dad remain key influencers on millennial purchasing decisions: • Big-Ticket Items: 66 percent of millennials frequently seek their parents’ guidance when making large purchases such as a house or a car. • Mom and Dad Matter: When gathering advice from multiple sources, 80 percent of millennials rely most on their parents’ advice, compared to 61 percent who rely on their spouse’s or significant other’s advice, and 35 percent who rely most what on their friends tell them. Siblings’ opinions factor in heavily as well. • The Family That Shops Together: 47 percent often go shopping with their parents. From crowdsourcing friends to canvassing family members, millennials dive in deep to get the facts, adding to the complexity and dis•••• cerning nature of this influential, up-and-coming generation. Stacy DeBroff, founder and CEO of Mom Central Consulting, is a social media strategist, attorney, and best-selling author. A frequent national and international speaker, she consults with brands on consumer and social media trends. You can reach her at stacy@momcentral.com.
The Licensing Book • 11
Property Profile
A
K N U D SLAM
SUCCESS
The Licensing Book chats with NBA Vice President of Licensing Lisa Piken Koper about the wide appeal of the international sports brand. How do you keep the female demographic interested in the NBA brand? Women are an integral component of our fan base and great consumers of NBA merchandise. The NBA works with its partners and licensees to develop programs and merchandise that cater to the female fanbase. Our female fans are stylish and aware of fashion trends, but we understand that not all women are the same. As such, we continually try to diversify our women’s offering by adding compelling, progressive products to ensure that we offer something for everyone. We now offer maternity, plus size, juniors’, and kids’ merchandise in a variety of styles and fabrications. Additionally, we offer products geared toward women ranging from swimwear to home goods, to accessories including handbags and jewelry.
ues to fuel our merchandise business. Thirty percent of merchandise sales are generated from outside the U.S., with China being our No. 1 market outside of the U.S. and Europe being No. 2. In addition to our domestic e-commerce site, NBAStore.com, the NBA has four dedicated international e-commerce sites: LojaNBA.com (Brazil), NBA.TMall.com (China), NBATienda.com (Mexico), NBAStore.eu (Europe, Middle East, and Africa), and Jabong.com (India), with more to follow soon, including a site for Australia. This provides access to fans around the world and helps to keep the NBA engaged with consumers in other countries.
How do you utilize social media to promote consumer interest in NBA products? The NBA is the No. 1 professional sports league on social media, with more than 650 million likes and followers globally across all league, What is your strategy for consumer product sales beyond team, and player platforms. We utilize Facebook, the U.S.? Is NBA top-of-mind with consumers in other Twitter, and Instagram to update our social media countries? and tech-savvy fans on the latest merchandise— The NBA is definitely top-of-mind with consumers whether it’s new uniform designs, adidas on-court in other countries. The league has established a major collections, or new product categories, product international presence with games and programlines, licensees, or promotions on NBAStore.com. ming in 215 countries and territories in 47 lanSocial media is a very powerful tool that guages, and NBA merchandise is for sale Peace Love World’s NBA collecin more than 125,000 stores in 100 coun- tion pairs team names and logos helps the league reach our global fanbase. with signature Peace Love World In fact, as a way to pay tribute to the tries on six continents. affirmations and symbols, includThe growing popularity of basketball ing “I love my team,” “I am love,” loyal, tech-savvy fans of our game, the “I am passion,” and “believe.” NBA recently added its social media hanand interest in the NBA globally contin-
12 • The Licensing Book
Fall 2014
dle, @NBA, to the official Spalding gameball.
How important is fashion to the NBA brand? The NBA continues to enjoy a high level of engagement with the fashion-forward fan. Through licensees such as adidas, Mitchell & Ness, Unk, Majestic Threads, and Sportiqe, we offer a broad range of apparel products for men, women, and children that feature sleeker cuts, comfortable material, and body-conscious designs. While our core products continue to see strong growth, our fans demand new and creative products, and we work closely with our licensees to give the fans what they want. It’s also important to note that the fashionable fan doesn’t only reside in the U.S. Internationally, MK Trend, the lifestyle fashion apparel licensee in Korea, has opened 67 NBA-branded shops as of this past July, with plans to open eight more by the end of the year. In addition, there are more than 45 NBA Shops in Taiwan. By the end of the year, we will have more than 30 NBA Shops in China and additional NBA Shops in Australia, Japan, and the Philippines.
How important is fitness to the NBA consumer products line? As a sports league, the NBA always encourages fans to live a healthy, active lifestyle. For that reason, we work with our licensees to provide consumers with fitness equipment, apparel, and accessories that they can use while engaging in physical activity—whether it’s on a basketball court, at the gym, or while working out at home. For example, licensee Cirrus Fitness now provides a line of exercise equipment such as yoga mats and medicine balls that feature the logos of all 30 NBA teams, allowing fans to show support wherever they are.
Are there any new licensing categories you are looking to break into? Technology continues to be at the forefront of discussions, especially since our fan base is the youngest, most tech-savvy group among major sports. It’s a natural brand extension to see the growth of NBA products in the digital space, specifically with gaming partners. As the gaming business evolves, we are looking to expand as well, starting with the league’s premiere gaming partner, 2K Sports. The property will continue to reach fans around the world, including China, where NBA2KOnline is the leading online sports game. In addition, the league works with a dozen active partners in the gaming space, including DeNA’s NBA My Dream, the popular card battle game in China, and RenRen's endless runner game, NBA Rush, which pits NBA stars against aliens. The NBA’s fans want to have a full-contact experience and engagement with the NBA, so we are continuing to look for new ways to break further into the gaming and digital space. What do you look for in a new licensee? We look for licensees that can offer new, on-trend products that contribute to the broad range of merchandise that we already offer for men, women, and youth—whether it’s a totally new category or an innovative twist on an already existing product. ••••
Lisa Piken Koper serves as NBA vice president of licensing and oversees the apparel and sporting goods business, which includes two global apparel and equipment partners, adidas and Spalding.
Fall 2014
The Licensing Book • 13
CIRRUS FITNESS
Cirrus Fitness aims to encourage healthy living by creating fitness products that are personal to the user. The brand has broken new ground by developing a line of authentic, professional sports-licensed fitness equipment, including medicine balls, yoga mats, and yoga mat bags. Available with all 30 NBA team logos and colors, the fitness equipment drives fans to reach their personal health and fitness goals while representing their favorite NBA team.
MITCHELL & NESS
Mitchell & Ness Nostalgia Co., a manufacturer of vintage sports goods, introduces an all-new headwear collection for the upcoming NBA season. This year’s line features team logos and colors on the front with white mesh fabric on the backside of the caps. Signature Mitchell & Ness branding is also prominently featured above the hat’s adjustable snapback. The collection is available in 10 team designs on NBAStore.com.
2K SPORTS
On the heels of NBA 2K14’s 70 Game of the Year award nominations, the NBA 2K franchise is the ultimate basketball simulation experience. Featuring NBA MVP Kevin Durant on the cover, NBA 2K15, from 2K Sports, a division of Take Two Publishing, is the 16th installment of the franchise and hits the court with unprecedented lifelike graphics, ultra-realistic NBA gameplay, and a soundtrack curated by Pharrell Williams. The game was released on October 7 in North America for Microsoft Windows, Xbox One, Xbox 360, PlayStation 3, and PlayStation 4.
14 • The Licensing Book
ADIDAS
For the upcoming 2014-2015 NBA season, adidas and the league will debut the official On-Court Collection for all 30 teams. This new line of warm-up apparel includes stylish designs and elite performance features to outfit NBA athletes and fans worldwide. Embodying a modern take on the classic varsity bomber, the Anthem Jacket features a sleek mix of high-end materials, including poly double-knit and woven matte. Crafted embellishments on the jacket include an enlarged NBA logo on the hip, team logo on the chest, and ribbing with three-stripe detail around the neck collar. The apparel will be available this month at NBAStore.com.
FOR BARE FEET
For Bare Feet, the NBA’s official on-court sock provider, has made the full assortment of on-court socks worn by the world’s best athletes available to consumers. Sold exclusively at Champs Sports nationwide, three versions of the socks can be purchased: Speed, Agility, and Balance. While the Speed version has been at retail since the socks were first produced in 1999, this is the first time Agility and Balance are available to fans. The socks feature the same technological and ergonomic features as the pairs worn by NBA players.
Fall 2014
A Look Inside
Ready to Rock BLE Epic Rights Looks to Expand Iconic Musicians into New International Categories by Phil Guie
pic Rights represents some of the most iconic rock ‘n’ roll acts in history, including John Lennon, KISS, and Jefferson Airplane. Epic Rights brings its roster to Brand Licensing Europe (BLE) with the goal of establishing partnerships that turn these acts into international brands. Along with establishing each musical artist as its own brand—a strategy that differs from traditional musical licensing—Epic Rights seeks to expand them beyond fashion into categories such as home décor, stationery, and more. At BLE, the company will look for licensees positioned to reach these new audiences, offering design kits with diverse sets of artwork. Partners will be able to choose from different designs: Higher-end retailers, for example, will have specific assets for creating higher price point items. According to Juli BoylanRiddles, executive vice president, strategic partnerships and licensing at Epic Rights, the kits address a common problem in the music industry: a lack of available images and artwork. She says the new assets provide fresh art and designs, as well as color palettes geared specifically to the European market. “It’s easy to extract from [the assets] and make individual pieces of art,” says BoylanRiddles. “That’s where we take advantage as far as the elements of existing art that are instantly recognizable, and how we make them relevant to
E
16 • The Licensing Book
consumers today.” The international approach for each artist will vary. Some will launch with a wide swath of products across multiple categories, while for others, fashion items will take the lead. Typically, Epic Rights determines the viability of merchandising in a specific region through social media, which it manages for most of its artist roster. One method is to update social media accounts multiple times per day, which allows Epic Rights to gauge an artist’s popularity by the activity generated. The company also utilizes its tour merchandise, putting different images up at concerts and observing fans’ reactions; this data is subsequently available for retail partners. The digital space allows Epic Rights to be clinical in how it determines where a band or act is most popular outside the U.S. Once the analysis is complete, Epic Rights’ representatives collaborate with the artist to build a strong program. “It’s invaluable in helping us build these international markets,” says Boylan-Riddles. Epic Rights has solidified its agents for BLE and will speak to buyers at all levels of distribution. The goal is to introduce product internationally as soon as possible, with department store apparel expected by spring, and home and stationery items anticipated for next fall. In either case, Boylan-Riddles says the end result is the creation of ownable assets for consumers. “It’s not just about T-shirts, but also about broadening our program so we get multiple products out there and make a statement at retail for our artists,” she says.
John Lennon
Epic Rights will develop three new programs based on the legacy of John Lennon, with the intent to partner strategically with European retailers and vendors on mar-
Fall 2014
keting campaigns. The three programs will consist of In My Life, which will develop products featuring Lennon’s name, likeness, and signature; and the John Lennon Bag One program, which will be split into two lines—one intended to appeal to adults, and the other to kids. Both the adult-centric Imagine line, and the more youth-oriented Real Love will base assets on Lennon’s pen-onpaper artwork made between 1964 and 1980. Each program will have its own set of design assets, utilized across apparel, accessories, collectibles, stationery, home décor, and more. For the John Lennon Bag One program, Boylan-Riddles spoke highly of the way in which Lennon’s abstract artwork will be combined with pillows, bedding, and other household items. “We look forward to sharing the design kits our creative agency, PowerStation Studios, is putting together featuring art that will lead to the brand extension expanding into home décor, and it’s awe-inspiring,” says Boylan-Riddles. Regarding potential licensees, opportunities presently exist for retailers at all levels. Looking ahead to BLE, Epic Rights is especially interested in a retailer that will get behind the brand and help give it a strong push at launch, particularly in parts of the UK. “The great opportunity for us as a licensor is we have the whole market open to us,” says Boylan-Riddles. “We’re interested in establishing the John Lennon Bag One brand long-term. We want to establish it as having a very long shelf life.”
KISS
Epic Rights CEO Dell Furano has worked with KISS for more than 25 years, and continues to guide the development of the band’s licensing and merchandising program worldwide. To coincide with KISS’ European tour early next year—an extension of its North American 40th anniversary tour—Epic Rights is taking a strategic approach that targets multi-generational consumers. At BLE, the company will pursue opportunities across a number of segments including fashion, apparel, and accessories; gift and novelty; toys and games; apps; and home décor. Epic will also look to push the KISS brand into the digital realm, with social media and other collaborative cross-promotions. Boylan-Riddles says that the KISS assets consist of 40 years of onand off-stage photo-real images, many of them capturing the band’s unique iconography. Along with album covers, icons, and logos, the new design kit features multiple design directions intended to appeal
Fall 2014
to consumers of all income levels.
Woodstock
In partnership with Perryscope, Epic Rights will oversee a series of initiatives intended to both honor and reflect the Woodstock legacy and lifestyle, which turns 45 this year. Boylan-Riddles says that Epic is excited to bring Woodstock to BLE, and points to the popularity of music festivals in Europe; however, she says Woodstock is what consumers think of as the original, and therefore, it has a built-in air of authenticity. “Was it the first? I’m not sure,” Boylan-Riddles says. “But it’s what the consumer thinks of as the original festival.” While Woodstock is already well supported by apparel and accessories, opportunities exist in high-end fashion, accessories, and home décor such as bedding and bedroom accessories. Epic Rights also plans to roll out new products in the lifestyle segment, including items for categories such as paper and novelties.
Jefferson Airplane
Jefferson Airplane was San Francisco’s defining psychedelic rock band during the ’60s. In anticipation of the 50th anniversary of the band’s formation next year, Epic Rights plans to incorporate artwork from the band’s albums—which include the groundbreaking Surrealistic Pillow and Crown of Creation—as well as photographic imagery into consumer products and services.
Gary Baseman
While not a musician per se, Baseman is a contemporary artist and animator whose aesthetic is influenced by the pop art movement, which dates back to the ’50s in Great Britain. In addition, fans of Teacher's Pet, a cartoon series that aired from 2000 to 2002, and the board game Cranium will be familiar with his work. Epic Rights serves as Baseman’s global licensing agent, with the goal of developing a worldwide consumer products program across all major categories. Its creative assets will be based on Baseman’s illustrations, paintings, and the various characters that exist in his worlds. His unique style and whimsical characters are already on the runways with Baseman’s collaboration with Coach as part of its spring/summer ’15 collection. Boylan-Riddles ends by stating, “BLE is the perfect event to introduce our roster to the world, as music is what connects us all.” ••••
The Licensing Book • 17
Hot Shots
Q&A with
Gregory Economos, senior vice president of global consumer products, SPCP
Sony Pictures Consumer Products
The Licensing Book talks with Sony Pictures Consumer Products’ (SPCP) Gregory Economos about the company’s plans for Brand Licensing Europe and into next year.
What is SPCP’s overall vision in the licensing sector of the business? How do you choose partners to match that? Our vision is to help create and nurture brands that will live on. Our purpose is to generate revenue, create consumer engagement, drive awareness, and increase viewership and theatrical attendance. To drive the brand’s success, we start with an honest assessment of the property to understand its DNA, core demographic, competitive landscape, and retail opportunities. We then define the categories, licensing partners, and retailers. We select our partners based on their interest in the property, passion, and go-to market expertise.
What is SPCP’s strategy when working on licensing programs for such a wide range of entertainment brands? We make sure we stay authentic to each brand and can leverage the existing fanbase. We also focus on the right product categories based on the core demographic, the trends, and the retail opportunities we have to bring these properties to life. What are your plans for Brand Licensing Europe this year for popular properties you will showcase, such as Ghostbusters and Breaking Bad? Ghostbusters continues to explode as a result of the 30th anniversary and there is more to come. We are now getting ready for the limited engagement theatrical re-release of the original 1984 film re-mastered in 4K (select markets), followed by a Ghostbusters-themed program with Krispy Kreme doughnuts, and Blu-ray and soundtrack anniversary editions. Classic merchandise will also be available.
18 • The Licensing Book
After smashing ratings records and numerous awards, Breaking Bad’s social media program is helping to break merchandise sales records in spite of the series ending. We will continue to offer merchandise to satisfy demand. We will also introduce a comprehensive program for its AMC prequel, Better Call Saul. How do you plan to revamp and refresh some of the company’s classic brands at BLE this year? For our classics, we look at the market to help dictate whether or not a campaign is warranted. We also follow the global trends to find creative ways to offer extensions and experiences that, while new, remain authentic to the brand and continue to engage fans. What are your licensing goals moving into next year? We will continue the momentum with our classics, and introduce new TV and theatrical properties. We will team up with Scholastic to bring R.L. Stine’s worldwide best-selling Goosebumps stories to a new generation of fans with a live-action film. Hotel Transylvania 2 brings back the worldwide hit that opened at No. 1 in more than 43 territories with Drac, Mavis, Frank, and friends’ next adventure. In Pixels, a team of arcaders must save the world invaded by ’80s video game characters. The Breaking Bad prequel, Better Call Saul, is set six years before Saul Goodman (Bob Odenkirk) became Walter White’s lawyer. Jimmy McGill is a small-time lawyer hustling to make ends meet. Working alongside, and often against, McGill is “fixer” Mike Erhmantraut (Jonathan Banks). The series tracks McGill’s transformation into Saul, the man who puts the “criminal” in “criminal lawyer.” ••••
Fall 2014
Brand Building
The
Brand Promise: The Key to Bigger Profits
P
by Dan Antonelli, CEO and creative director, Graphic D-Signs Inc.
romises, promises. It seems like everywhere you turn to look, someone is trying to sell you on something. Maybe it’s quality, efficiency, or a better lifestyle—but whatever that something may be, this much is for certain: Customers remain doubtful. The typical customer distrusts the average advertisement, and for good reason. There are so many lackluster companies out there, promising the world and delivering a poor experience, that skepticism has become the status quo. Every commercial, billboard, and promotional email is easily ignored, neglected, or forgotten. So the key is to break that trend and to rise above the bland buzz of average businesses. And that starts with branding.
Where to Begin
The foundation of every great brand is an effectively designed logo. Its strength will dictate the positive association that flows through from every marketing channel you seek to utilize. A placeholder logo won’t do, either. You need to aim for greatness. What makes a great logo? Although there are a number of prerequisites, the main components center on authenticity, differentiation, appropriateness to the sector, and proper execution across your media mix. A great logo stands out to the consumers it aims to attract, creates a positive sentiment, and claims ownership over an experience. It should be T-shirt worthy, not a template-based eyesore.
Crafting the Brand Identity
In order to gain a customer, your business
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needs to both outshine and out-deliver. These two elements comprise what is known as the brand promise, and the stronger your brand promise is, the greater your success will be. One element serves to endorse the other, and both are essential for growth. However, performance growth will be severely hampered if you remain a logo-less business entity. You need to own your success, and that comes from branding your services, products, and experiences. If you know what your company does, what it stands for, and what it aims to accomplish, you’re on the right track. Seek out a professional to help undertake your brand development. Get a seasoned expert to design a vector-based, hand-crafted logo. Re-think what you know about logos, taglines, and overall presentation. Start thinking like the big players in your sector. A spectacular logo is the culmination of many things. Recognize that it is a labor of love and requires a great deal of give-and-take with your designer. This is not a simple process, and those who try to explain otherwise are probably not going to be able to deliver the best possible results. The right designer or design team for the job will put forth great effort to deliver a brand identity that you can be proud to call your own. However, you will need to complete the sequence yourself, and fulfill the expectations it sets forth. The best brands place values and virtue above all else. Their pride comes from within, and that commitment to craftsmanship is something they always try to perfect. Companies looking to deceive their customers will only be around for so long before word gets out. Today’s economy makes it decidedly harder to provide dastardly service, while attempting to put forth a spotless image. Authenticity, both inside and out, is what
Fall 2014
“When you fail to deliver on the visual end of the brand promise, customers begin to doubt your core business abilities. That is why you must always bring your A-game, be it on social media, in print, or around the web.” spurs real word-of-mouth buzz, so a certain sense of identity and mission is what will truly make a brand’s logo shine.
Encouraging the Interested Customer
Many businesses think that logos and branding only help with introductions, but this couldn’t be further from the truth. A successfully implemented brand will work just as hard as the most loyal employee to present a positive image of the business at every turn. It starts with the acquisition (where the branding and logo manifests), but it will grow with a continually integrated and improved-upon experience (where the branding will serve to reinforce sentiment). This is how brands such as Disney and Apple grow customer equity—through quality, human interactions and positive, expertly branded touchpoints. There must be no shortcuts taken when it comes to interacting with the customer, which in turn, emphasizes the commitment to customer service. Whether it be the digital journey of a newcomer to your website or a frequent buyer opening up your latest direct mail letter, you need to deliver on the promise. The same visual representation, brand voice, and message need to be transmitted, no matter the medium. When you fail to deliver on the visual end of the brand promise, customers begin to doubt your core business abilities. That is why you must always bring your Agame, be it on social media, in print, or around the web. Get customers talking to their respective spheres of influence by creating a personable buyer experience for them, and keep them coming back by ensuring that they always receive top-tier treatment. Then take it to new heights by rewarding your biggest cheerleaders, who will become customers for life.
Always Raise the Bar
Part of building a brand that lasts and gets people ex-
Fall 2014
cited is continuing the conversation. You can’t set it and forget it by any means. Every day, you and your team need to keep strengthening the notoriety of your business within your particular niche. Take it from the pros. Billionaire shark Mark Cuban reiterates time and again the importance of remaining competitive, 365 days per year, seven days per week. With the latest innovations constantly popping up, businesses need to be vigilant in their brand-building efforts. If you’re not going to great lengths to get your message out, you can be sure that your competition is. So how do you make it easier on yourself and your team? By keeping in line with the branding you’ve created, becoming an authority in your sector, and giving much of your insights for free. The global economy is a giving economy, and customers can realistically get whatever insights they need for free online. Make it easy for them and aggregate that information, and then put it under your own brand, and offer up experience-laden expertise. Help customers achieve great outcomes and fulfill their dreams, and you can bet they will believe in your brand promise. Moreover, don’t limit your beliefs about what your brand can or can’t do, as there are countless ways that you can wow, surprise, and impress your customers. ••••
Dan Antonelli is the CEO and creative director of New Jersey-based advertising agency Graphic D-Signs Inc., a small business advertising agency. He is also the author of Building A Big Small Business Brand and other books. For more information, visit graphicd-signs.com.
The Licensing Book • 21
Talking Social Media
#Tips to Improve Tweet Effectiveness Make the Most of 140 Characters to Increase Twitter Engagement By Bernard Perrine, CEO, SocialCentiv
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ith more than 500 million tweets sent daily, it’s likely your next customer is on Twitter. Companies struggle to make their tweets stand out and build their business by capturing a greater share of the growing market using Twitter. An effective tweet can boost business by creating the highest engagement with followers, while building a devoted fanbase. But what constitutes an effective tweet? Here are a few techniques to assist in constructing ideal tweets that are more likely to be heard above the crowd, be retweeted or favorited, and ultimately help drive sales:
Find your brand voice. Your tweets should reflect a
professional voice. Be positive, engaging, and conversational. Offer perspective or insight—even when retweeting—to make your post stand out.
Include multimedia to encourage interaction. Tweets should contain pictures, links, or hashtags to catch the reader’s attention and trigger involvement.
Pin a tweet to highlight what’s important. Businesses can pin a specific tweet to the top of their profile to showcase their special offers so that their followers don’t miss out. Avoid starting a tweet with @username. Starting
with @username makes that tweet only visible to the sender and receiver. It also moves the tweet from your main feed to the “Tweets & Replies” page. Try “Hey, @username!...” or insert a period before the username, such as “.@username...” to create greater visibility.
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Create exclusive and custom offers. Tweets with exclusive offers can spur interest to try your company’s products or services, build customer loyalty, and make your Twitter community feel special. Try offering 20 percent or more off products or services or a buy one, get one free (BOGO) offer. Tweet less than six times per day. According to getspokal.com, followers become annoyed with accounts tweeting more than five times per day or more than one tweet per hour. Increase tweet visibility. Request users to retweet within the tweet, and tweet four to five times per day to increase retweets. You can also join trends by linking a tweet to a specific hashtag and a trending word or fun phrase. When finding your company’s brand voice, consider developing a style that is uniquely yours. Followers will quickly recognize your company, look forward to receiving tweets, and be more likely to retweet and share with their family and friends. Businesses that use Twitter to reach out to potential customers have the opportunity to realize a greater conversion rate than with direct mail campaigns or even email. It’s all about a well-orchestrated Twitter presence and finding people in real time, at the moment when they are looking for your product or service. Happy tweeting! •••• Bernard Perrine is CEO of social marketing application SocialCentiv, patented software technology that helps businesses find new customers on Twitter.
Fall 2014
Marketing Memo
Bringing a Virtual Property to Life via Consumer Product Licensing by Ted Mininni, president, Design Force Inc.
C
onsumers of entertainment fare, both children and adults, become immersed in the “lives” of their favorite properties, attracted by their backstories and fascinated by their adventures. With the emergence of new media, fans are able to interact with favorite heroes and each other in an intimate manner. Transmedia—the use of traditional outlets and digital platforms—helps advance storylines and characters in snippets to
stronger relationships between consumer and brand, much as it does between two people. It also leads to consumer adoption of favorite entertainment brands as lifestyle choices. Even though there are entertainment behemoths such as Disney, Hasbro, and Nickelodeon (to name a few), even small, unknown properties can become sensations thanks to Internet exposure and consumer adoption. There are no barriers to entry in the marketplace now, but properties must still be managed with strategy, planning, and sound marketing principles. Virtual brands emerging from video games and even apps such as Angry Birds have taken the world by storm, becoming hot properties that are eventually ready for licensing.
Speaking of Licensing ...
Angry Birds
24 • The Licensing Book
create a coordinated entertainment experience. A rich tapestry of content is created, one that fans can seek out and enjoy on demand. Gone are the days of waiting for the next movie, TV episode, book, or comic book to advance the story of a favorite protagonist. Increased interaction leads to the building of
Licensing can help make virtual properties come alive for consumers. There are limitless opportunities to reach an active, engaged audience when the licensing program is well-conceived and developed, and product and packaging leap off the shelves and racks at retail stores. Strong brands can actually amplify the shopping experience for their devoted fans, making them want to go into retail stores to seek out new consumer products boasting their favorite properties—a boon to retailers who are struggling to maintain traffic flows in their stores. All of this implies that licensing program design has to consider not only products and packaging,
Fall 2014
but merchandising in crowded retail stores in order to be successful. Since most licensed brands are rarely merchandised in “store within a store” environments, or “boutiques,” it’s important to make sure there’s instantaneous recognition for the property’s fans, regardless of what the products are and the categories in which they are merchandised across the store. When developing a licensing program design, research divulges which cues are central to the brand and elicit the strongest emotions among the brand’s fans. These cues will thrill and bring all of the pleasure associated with the property to consumers’ attention in a compelling manner. Consideration must be given as to how these cues will be leveraged regardless of product category, so it’s a good idea to illustrate examples showing how they can be translated into design elements, including badges, patterns, and iconography that licensees will use to develop consumer products. Some style guides might even show consumer product and packaging examples to demonstrate how the design aesthetic might be applied. Merchandising aids should also be given to licensees and retail partners. Even incredible design on licensed products and packaging can get lost on crowded retail shelves and racks unless retailers are assisted with well-blocked plan-ograms, shippers, banners, and signage. No matter how hot a property is, to be successful in the licensing world, strategy, focus, and a well-developed visual licensing program have to be in place to support all licensing partners. Remember that many hot properties have fizzled at retail due to poor licensing partnerships, a lack of cohesive strategies and planning, and a poorlyconceived licensing program design.
Why Moshi Monsters Are Rocking It
One of the hottest global entertainment properties for tweens ages 7 to 12 is Moshi Monsters, the brainchild of UK entrepreneur Michael Acton Smith, the CEO of parent company Mind Candy, who has been dubbed “Walt Disney 2.0.” As of last
Fall 2014
year, 70 million kids in 150 countries were active on the gaming and social network site; one-third of them in the UK and an estimated 20 million in the U.S. It didn’t happen overnight. The site was launched in 2008, but didn’t take off until 2009, due to continuing research and experimentation based on user data. Tweens log on to play games, chat with each other, solve puzzles, and buy merchandise. There are other sites of this nature for kids, so what’s different about Moshi Monsters? Strategy and planning have been part of the brand’s DNA since its inception, not to mention astute marketing. According to Acton Smith, the focus of Moshi Monsters is: • To offer virtual pets who find their own pets, aka Moshlings, which kids can nurture. Tweens have always loved nurturing, naming, and taking care of real or virtual pets, making deep and important relationships in the process. (Why not set up Moshi Monsters for adoption by kids?) • To put kids in control of all of the choices that must be made concerning their Moshi Monster so they can customize their experiences. This is important since tweens identify more with teens than with children. • To garner parental support with a site designed for shorter bursts of play. • To consciously set up a model that encourages subscriptions to access more than the basic play, rather than sells virtual products, because that makes parents more comfortable. • To develop games, movies, and music that are not only magical, but educational in nature. • To make sure that the social networking part
No matter how hot a property is, to be successful in the licensing world, strategy, focus, and a well-developed visual licensing program have to be in place to support all licensing partners.”
The Licensing Book • 25
Marketing Memo
of the site is monitored and secure. • To provide a site that is non-controversial. • To continually offer new features that kids are looking for, and to seamlessly integrate online and offline experiences with well-conceived licensing partnerships. Many large entertainment companies find it difficult to accomplish what Moshi Monsters does seemingly effortlessly. In interviews, Acton Smith points out that mobile is the future for kids in the digital space, especially tablets. Formatting new material for tablets is the focus of the company, as kids consume more entertainment on tablets and love this medium. Once the brand became strong enough, the company began to license products in key categories. In 2012, toy analysts at The NPD Group claimed that Moshi Monsters licensing was second to Star Wars, but ahead of the Hello Kitty and Thomas & Friends franchises in sales. Naturally, plush representations of Moshi Monsters are huge sellers; and books, movies, games, stickers, stationery and craft supplies, bedding, and even food products are hot in the UK and Europe, and gaining strength in the U.S., as the company plans to make inroads in Asia.
The Eyes Have It
Licensed products and packaging feature the brand-centric logo, which recalls the mod fonts of the 1970s—no accident since Acton Smith’s inspiration for Moshi Monsters was his 1975 gift of a Pet Rock. The clever brand identity features a “horned” M on the word Moshi and an eye (not just any eye, but a true Moshi Monster eye) instead of a dot on the letter I. A “tail” comes out of the “I”
26 • The Licensing Book
and wraps around the entire logo. All six colorful Moshi Monsters cover packaging in their distinctive fashion, sometimes depicted alone or in a large crowd. Monster eyes and smiles abound, along with confetti colors, balloons, and shooting stars—all central to the brand and its promise of fun. The Moshi Monsters magazine, as well as packaging on consumer products, feature the website link prominently—connecting virtual and real worlds seamlessly. Even better, many products offer a three-month subscription or free gifts with purchase, which has driven great success in the cosmetics industry for decades. Other products encourage kids with “try me” packaging designed to encourage interaction. There are creative examples of packaging that incorporate the Monster eye into product names as well. Cross-category Moshi Monsters merchandise is now featured in a 12-foot wall display at the front of all Toys “R” Us UK stores—prime real estate— due to the power of the brand, with colorful banners overhead and a clear plan-o-gram in place. For stores in which a dedicated 12-foot section isn’t possible, block merchandising can still be done in an effective manner within various departments on a smaller scale. The licensed program design, with its dominating identity and monster eyes, makes all Moshi Monsters merchandise clearly visible to the brand’s legions of fans no matter where merchandise is peppered across retail environments. With this level of attention to detail, strategy, planning, and smart marketing, we can expect to see this property continue to explode with monstrous success. ••••
Ted Mininni is president of Design Force Inc., a package and licensing program design consultancy to the consumer product and entertainment industries. He can be reached at (856) 810-2277. Mininni blogs about package and licensing program design at www.designforceinc.com.
Brand Licensing Europe
PROPERTY SHOWCASE
DreamWorks Animation Showcases Brands Across Media
Led by a largely UK-based international team with inmarket support in China, France, and Australia, DreamWorks Animation (DWA)’s franchises include content across film, TV, digital, and publishing. Highlights of DWA’s feature film properties include Home, arriving in theaters next spring; B.O.O.: Bureau of Otherworldly Operations, debuting worldwide in summer/fall of next year; and Trolls, arriving just in time for the 2016 holiday season. DreamWorks Dragons featured this summer’s international blockbuster How to Train Your Dragon 2, the highest worldwide grossing animated film of the year, with additional TV and film content in the pipeline. DWA is set to expand its TV slate with two arrivals: Voltron and Dinotrux. A re-imagined classic and a Noddy debut franchise respectively, both are actionpacked and sure to be big hits on the small screen. DreamWorks Classics features Postman Pat and Where’s Wally?, as well as international preschool property Noddy. DreamWorks recently acquired legendary feline Felix, ensured to be a major fashion statement in the future. In the digital realm, AwesomenessTV continues to expand its audience network. DreamWorks Animation’s newest arm, DreamWorks Press, will self-publish both traditional and digital titles inspired by the company’s vast array of characters and franchises.
eOne Celebrates Peppa’s Tenth Anniversary
International entertainment company Entertainment One Licensing (eOne) is celebrating the preschool property Peppa Pig’s 10th anniversary in the UK with consumer marketing activities, new product partnerships, and a special 15-minute broadcast. Globally, the property continues to expand in Australia, Italy, Spain, the U.S., Latin America, Russia, and Benelux’s key markets. eOne’s property Ben and Holly’s Little Kingdom has full retail distribution rights throughout the UK with master toy partner Character Options. The Character Options range will be distributed globally into next year. Additionally, retail plans are in place for Skelanimals in the U.S., while the lifestyle design brand So So Happy looks to gain new licensees to join its partners who have already signed on for cosmetics, apparel, and more. eOne also looks to increase the brand’s popularity in the U.S., the UK, and the Netherlands.
Deer Little Forest Expands into Books
Since it debuted last year, Deer Little Forest now boasts a greeting card range at UK stationers Paperchase, apparel with Digital Giving, wooden postcards with Timbergram, and Karto greeting cards in Finland. ThinkTank Emporium serves as the brand’s U.S. licensing agent. The first of six planned books has also been completed. Animal Moon Parade features Forest Flo and a musical band of woodland friends who endeavour to save their forest one tune at a time. The stories feature various themes, inspiring mottos, and different animal characters. Created by Jo Rose, Deer Little Forest’s original designs are replicated using a combination of paper cutting, illustration, photography, and 3-D sets into which individually drawn characters are placed, then backlit and photographed.
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Fall 2014
Brand Licensing Europe
m4e Is Big on Kid-Friendly Fare
The m4e Group specializes in animated and live-action TV programming, with a library of nearly 2,200 episodes featuring brands such as Lizzie McGuire, Moomins, Rainbow Fish, and more. m4e has a number of new shows in development or production, including Mia and me, Tip the Mouse, Wissper, and Atchoo! Mia and me is a hybrid of live action and 3-D, CGI animation produced by Lucky Punch. With the third season already in development, Mia and me is broadcast in all major territories, including the U.S. on Nick Jr., the UK on Nickelodeon, France on Gulli, and Spain on Clan TV. The TV series is currently launching on Televisa in Mexico. Mattel serves as international toy partner and will launch new products this fall. Other worldwide licensees include Unilever, Nestlé, Egmont, Panini, Clementoni, Joy Toy, IMC Toys, Ravensburger, Simba Dickie Group, Leomil, Canenco, Fabri Editore, MSZ, and Random House. m4e seeks licensees in the categories of promotions, food, and electronic consumer products. Atchoo!! is an animated comedy for kids ages 6 to 9 about Teo, an 8-year-old boy who expresses strong emotions through sneezes, and then turns into an animal.
Atchoo!!
PROPERTY SHOWCASE Sakar Cools Off with Frozen
Sakar International’s line of Disney Frozen karaoke systems bring the hit movie to life right at home. Three different styles of karaoke systems will be available under the Frozen brand, each featuring songs from the Disney film. The Frozen Karaoke Machine with Flashing Lights is an easy-to-use karaoke system that allows kids to sing along with their favorite music. Designed with graphics featuring Anna and Elsa, this karaoke machine includes a handheld microphone and features flashing lights and enhanced vocal effects. Kids can connect a smart device or use the built-in CD player to play music. Additionally, Sakar’s Teenage Mutant Ninja Turtle lineup brings turtle power to electronics. The Teenage Mutant Ninja Frozen Karaoke Machine Turtles Sewer Adventure Kit has everything kids need for their with Flashing Lights next crime fighting mission, including a compass, a telescope, binoculars, and a camera. Other Teenage Mutant Ninja Turtles-branded product offerings include headphones, tablet cases, alarm clocks, TMNT-shaped flashlights, and portable speakers. Sakar’s range of Nerf Rebelle gear offers entertainment for any aspiring spy or adventure seeker. Kids can store secret files in the Password Journal and protect their room from intruders with a trip wire. Top secret walkie-talkie pens and walkie-talkies in the form of lipstick cases keep mission secrets undisclosed. The Rebelle lineup will also include a durable, waterproof action camera that can be mounted to any bicycle, helmet, or surfboard. The camera comes with a removable protective waterproof case and takes still photos and records video footage.
Delta Children Is the Cat’s Meow
Delta Children will introduce a line of Hello Kitty kids’ furniture. The Hello Kitty Plastic Toddler Bed features fun decals of the iconic feline. The sturdy bed sits low to the ground and features two attached safety rails for added security. The bed holds up to 50 pounds and is for kids ages 15 months and up. The Hello Kitty Multi-Bin Organizer can hold large and small toys. Featuring six uniquely sized fabric bins and a sturdy wood frame, it’s decorated with colorful graphics. The bin is recommended for kids ages 3 to 6. The Hello Kitty Table & Chair Set features a spacious tabletop along with two coordinating chairs that showcase Hello Kitty’s iconic silhouette. The set is recommended for kids ages 3 to 6 and each chair can hold up to 50 pounds. All pieces feature a durable, scratchresistant, and easy-to-clean finish. Hello Kitty Multi-Bin Organizer
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Fall 2014
Brand Licensing Europe
PROPERTY SHOWCASE
Dracco Expands Kitty Club, Zombie Zity
Dracco, creators of Filly, first launched Kitty Club last year. Kitty Club houses a world of fashionable kitten friends who love to shop, gossip, and hang out together. Each of the kitten figurines has a cute look and design, with colorful blinking eyes, crystals, and complementary accessories. All the Kitty Club figures come with interchangeable, stylish hats. There is a new Kitty Club series to collect every year with special features, including 21 kitties from the initial launch. Zombie Zity is a wacky city inhabited by wobble-headed zombies. Dracco has reimagined the zombie theme, creating a kid-friendly brand suitable for boys and girls of all ages. Launched last fall, Kitty Clubhouse Zombie Zity has grown into categories including toys, gifts, accessories, stationery, confectionary, and more. Zombie Zity Bouncerz are micro-bouncing zombies with 48 characters to collect. Now with play sets, the brand is packed with action-loaded game play and interactivity. Zombie Zity has a rich universe of characters, a storyline, and a digital experience on zombiezity.com, which is integral to the brand’s expression.
AG Proper ties Brings Care Bears Brand to UK and Beyond
AG Properties, the intellectual property and outbound licensing division of American Greetings Corp., has lined up a score of new licensees for its Care Bears brand. Thanks to a partnership with Just Play, a new Care Bears toy line will arrive at major retail outlets this fall. The line will feature plush, figures, and play sets with Care Bears characters, including Cheer Bear, Funshine Bear, Share Bear, and more. Just Play, in turn, has entered into an exclusive distribution deal with Vivid Toy Group to bring Care Bears to the UK, France, Germany, and Benelux next spring. Vivid will launch three plush SKUs featuring favorite characters with a wide range of colors and expressions. In the UK, new Care Bears licensees include Brand International for footwear, including slippers, trainers, shoes, sandals, and Wellington boots; and Posh Paws for school bags, backpacks, rucksacks, draw string bags, plush backpacks, and messenger bags. Redan will create a branded Care Bears magazine with covermount. In Germany, Austria, and Switzerland, Santex has signed on for apparel, while in Benelux, Just Formats will provide puzzles and card games. In Turkey, licensees include RH Smith and Sons for costumes and accessories and Lal Kitap for coloring books, activity books, and storybooks. The Care Bears brand will also hit skate parks next year, thanks to a partnership with Osiris Shoes for retro skate shoes featuring Care Bears characters. The skate shoes will be sold at major skate and apparel retailers. AG Properties partnered with Miniclip to create Berry Rush, a mobile game based on the Strawberry Shortcake brand, which was released this summer. Care Bears Skate Shoes, from Osiris
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Fall 2014
SPCP Celebrates Ghostbusters’ 30th Anniversar y
This year, Ghostbusters merchandise continues to succeed as a result of the franchise’s 30th anniversary. Similarly, Breaking Bad has broken merchandising sales records despite the series ending, and will continue to offer merchandise and programs. Next year, Sony will expand its brand portfolio by continuing the momentum with strong performing classics, and will introduce new TV and theatrical properties with built-in fanbases. Goosebumps is based on the children’s book series written by R. L. Stine that sold more than 400 million books worldwide. The live-action/adventure film stars Jack Black and is set for release next year. Hotel Transylvania, the worldwide phenomenon that opened at No. 1 in more than 43 territories, is back with Hotel Transylvania 2, set for release next fall. Pixels features an all-star cast including Adam Sandler, Kevin James, Peter Dinklage, Josh Gad, Ghostbusters doughnut, Michelle Monaghan, and Brian Cox. Pixels is inspired by the original short film by Patrick Jean that from Krispy Kreme went viral in 2010 and is slated for release next summer. Better Call Saul is the prequel to Breaking Bad, set six years before Jimmy, who later becomes Saul Goodman, became Walter White’s lawyer. The series will track Jimmy’s transformation into Saul. The series premieres in February on AMC. This fall, fans can enjoy a limited-engagement theatrical re-release of the original 1984 Ghostbusters film, re-mastered in 4K, in select markets. Following the theatrical release of the film, fans will be able to enjoy themed flavored Krispy Kreme donuts, Blu-ray anniversary editions of both films, and vinyl LPs of the soundtrack. Classic merchandise will be available beyond the 30th anniversary.
Hoho Enter tainment Seeks Par tners for Kids’ Brands
Hoho Entertainment is a children’s production and rights management company, which was founded by industry professionals Helen Howells and Oliver Ellis. Hoho seeks licensees and retail partners together with international licensing agents to represent its brands overseas. The CBeebies series Cloudbabies features the adventures of four childlike characters whose jobs is to look after the sky. The series teaches kids about caring for others and the world around them. It has been sold to numerous territories abroad and will start airing in Germany on Kika this year with Active Merchandising representing the rights for Germany, Austria, and Switzerland. Toddler Time is based on a preschool publishing franchise that has sold more than 240,000 copies and is available in 16 languages. Hoho has established partnerships with licensees and retailers to develop a range of merchandise keeping with the books’ brand values faithful to Katie Sanders’ illustrations. Hoho has appointed Joan Packard Luks at The Serenata Group as the licensing agent for the U.S. Already the stars of an interactive storytelling iPad app, Mimi Good and Bibi Badd is a new fashion brand aimed at girls ages 5 to 9. The characters occupy polar ends of the moral spectrum and the brand has both a cute and edgy design.
Fall 2014
Euro Lizenzen Shows Off Ar t Brands
Based out of Munich, Euro Lizenzen will be onhand and exhibiting its portfolio at this year’s BLE. The agency’s properties include Antoine de saint-Exupéry’s Le Petit Prince; the world’s very first comic hero, Asterix; children’s book titles Guess How Much I Love You and Geronimo Stilton; Chupa Chups; photographer Anne Geddes; artists Keith Haring and Jean-Michel Basquiat; and more. Photo by Anne Geddes
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Brand Licensing Europe
PROPERTY SHOWCASE
NBCUniversal Brings Big Screen Favorites Home
Universal Partnerships & Licensing (UP&L) oversees NBCUniversal’s consumer products licensing, film, home entertainment, and TV promotions. This division is also responsible for monetizing the company’s vast library of films and characters through licensing, branding, and marketing opportunities. UP&L is part of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Universal will have a slate of films next year, including Pitch Perfect 2, the sequel to 2012’s comedy from Universal Pictures and Gold Circle Films, which will be released in May. Fast & Furious 7 will be in theaters in April, and June brings the next installment in the Jurassic Park film series, Jurassic World. Hasbro has already signed on as the worldwide master toy licensee for the film, renewing the partnership that the companies have had since the original film in 1993. In July, Universal Pictures and Illumination Entertainment partner for their fifth motion picture collaboration, Minions. The film is a spin-off from the Despicable Me franchise, centering on the iconic Minion characters. Thinkway Toys will return as the global master toy licensee for Minions, along with other partners including Hasbro and Hybrid JEM. In addition to the film slate, UP&L has a licensing lineup of TV programming for both NBC and Sprout. The Biggest Loser has licensing partners focused on health and wellness. The series has achieved 15 seasons of fan affinity and a strong level of consumer awareness with solid, consistently growing ratings. Other key shows in the program include The Tonight Show Starring Jimmy Fallon, Battlestar Galactica, and The Office.
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BRB I n ter n aci on al I n tr odu ces Invizimals to New Territories
The Sony Computer Entertainment Europe (SCEE) brand Invizimals, which BRB Internacional manages in Iberia and Greece, will premiere its first TV series by the end of the year. The brand already has successful product launches in other countries with Panini’s trading cards and IMC Toys. Invizimals is based on the PlayStation video game saga, incorporating augmented reality techniques in both TV and licensed products. Its two movies—Invizimals: The Alliance and Invizimals: A Tale of Two Dimensions—premiered last holiday season and boasted more than 8 million viewers worldwide. SCEE has also announced the launch of the new video game, Invizimals: The Resistance, for PS Vita this year, along with new product launches in categories including apparel, back-toschool, publishing, and more.
FremantleMedia Keeps Kids and Families Enter tained
FremantleMedia Kids & Family Entertainment (FMKFE) works as an independent producer, licensor, and distributor to build global franchises for its partners, which include a variety of kid- and familyfriendly brands. FMKFE will showcase a reinvented series of the 1980s UK TV show Danger Mouse, which is due to air on CBBC next year. Danger Mouse is co-produced by CBBC, FMKFE, and Boulder Media, and will feature all of the classic characters and comedy with a variety of high-tech twists. Kate & Mim-Mim, a CGI-animated preschool series produced by Nerd Corps Entertainment, currently airs on CBeebies. The series chronicles the adventures of a small yet feisty girl named Kate and her toy bunny Mim-Mim who travel to a world where MimMim comes to life.
Fall 2014
Brand Licensing Europe
PROPERTY SHOWCASE
Zag Highlights Animated Proper ties
Zag will showcase its portfolio of properties at BLE. Miraculous Ladybug, a 3-D, CGI-animated action comedy series, is set for release next fall in co-production with Disney Channel. Ghostforce, another 3-D, CGI-animated action comedy, is slated for release in 2016 in partnership with Bandai America. Superstar, a musical fantasy series with 52 x 11-minute episodes, will launch in the fall of 2016. Preschool adventure series Sammy will debut this fall. Zag will also showcase seasons one and two of Rosie, a flash-animation comedy series consisting of one- and fiveminute episodes.
Jam Brands Launches Jits Licensing Program
Jam Brands Inc. and Copyrights Group will launch the Jits licensing program at BLE. Jits seeks licensing agencies in key markets worldwide. Based on the success of Jits Magazine, a worldwide lifestyle print publication that provides the international Brazilian Jiu Jitsu (BJJ) community with industry-leading content focused around BJJ culture, and of JitsTV, its TV and online media division, Jits has grown into the quintessential BJJ lifestyle brand. As a result of its continuous grassroots publishing and marketing, the Jits brand will enter the realm of licensing. Plans call for a wide range of Jits-branded products, including apparel, accessories, personal care, nutrition, and food and beverage.
36 • The Licensing Book
The Jim Henson Co. Debuts BLE Presence
The Jim Henson Co. will be at BLE for the first time and will focus on four properties, including two Jim Henson Co. Brands. The animated children’s series Dinosaur is broadcast across Europe and has more than 35 licensees in Western Europe. New toy products from Tomy and VTech will debut in all key markets for the holiday season. In Germany, the company has signed a new agreement with Kosmos for travel games, and new products launching this fall include magazines from Panini, partyware from Papstar, housewares from Herding, and plush from Huenec. In the UK, Gemma International has signed on for greeting cards and partyware and Play by Play has signed on for plush. In Spain, new products are in development, including puzzles from Educa, back-to-school items from Monticheivo, candy and cookies from Hot Shots, and apparel and accessories from United Labels. Doozers encourages kids to design, create, and innovate. Doozers debuted in April in the U.S., following launches on Discovery Kids Latin America in March, and Turner’s Cartoonito in the UK and Italy, Turner’s Boomerang HD in Germany, and Nick Jr. via Foxtel in Australia last fall. The Jim Henson Co. will secure licensees for toys, apparel, and publishing. Henson Independent PropDoozers erties (HIP) will focus on Lily’s Driftwood Bay, a new animated series that debuted on Nick Jr. in the UK, ABC in Australia, and Sprout in the U.S. HIP seeks licensees in the toy, apparel, publishing, and arts and crafts categories. Elias: Rescue Team Adventures has garnered an 82 percent market share in its timeslot on NRK Norway since its launch in March. More than 300 different consumer products have been introduced in the Nordic region, and negotiations are underway with several leading international broadcasters. HIP seeks international licensees for the property.
Fall 2014
Rovio Fluffs Its Feathers with Angr y Birds Stella
Rovio Entertainment Ltd. will showcase a consumer-focused, action-packed fall lineup of content and licensing partnerships, including the launch of Angry Birds Stella, an Angry Birds Transformers collaboration with Hasbro, season two of the Angry Birds Toons animated series, and the Angry Birds Stella animated series, supported by a range of consumer products. Angry Birds Stella, released in September as a mobile game with a supporting line of Telepods from Hasbro, is a new brand that introduces new characters and a new story to the Angry Birds universe. Angry Birds Stella explores the reality of friendship and daring adventures and appeals to a wide audience with challenging gameplay and relatable characters. Stella and friends delight fans across multiple channels, bridging the digital world of games, animation, and entertainment with the physical world of consumer products and fan experiences. This year, Rovio’s ToonsTV celebrated 3 billion views with audiences worldwide. With exciting content and initiatives planned far into next year, Rovio is establishing itself as a worldwide entertainment company and building excitement for summer 2016 when the first 3-D Angry Birds movie will be globally distributed by Sony Pictures.
Fall 2014
Big Tent Enter tainment Adds Par tners for Domo
Big Tent Entertainment will showcase several new deals for pop culture icon Domo, along with new properties Something Fuzzy and Zerby Derby. Domo signed with Coolabi, the property’s first licensing agent in the UK, which will help to bring Domo apparel and fashion to runways. Other European licensing agents for Domo include Early Bird Agency in Sweden, Home Made Licensing in France, and Lisans Medya in Turkey. In the U.S., Domo has joined forces with the NFL Players’ Inc. (NFLPI) for a new line of co-branded merchandise featuring Domo and active NFL players for plush, apparel, collectibles, and more. Additionally, Domo partnered with Sony for a co-branded Ghostbusters line with licensees including Funko, Underground Toys, and Kelly Toy. Products in the line portray Domo as the Stay Puft Marshmallow Man, Slimer, and a Ghostbuster.
Aardman’s Shaun the Sheep: The Movie Set for Worldwide Release
Bristol-based film and TV producer Aardman plans for another successful year starting with its worldwide theatrical release of Shaun the Sheep: The Movie. In Asia, 2015 is Chinese “Year of the Sheep” and many Shaun-themed celebrations and promotions will take place across the continent. In the UK, marketing and licensing programs are in place for plush toys from Rainbow Designs and products from licensees including Cooneen, Kids@Play, Giromay, Centum, and Fashion UK. Other promotions include a Shaun in the City showcase, which will feature 120 Shaun the Sheep-themed sculptures that celebrities and artists in London and Bristol will decorate to raise money for charity. In addition, a merchandise campaign in partnership with Rugby World Cup will be hosted in England in September of next year. Aardman looks to explore new partnerships and licensing deals for the Wallace and Gromit and Morph properties. In the meantime, Morph has been running new episodes on its YouTube channel.
The Licensing Book • 37
Brand Licensing Europe
PROPERTY SHOWCASE
Smiley Co. Puts on a Happy Face
The Smiley Co. trademark is registered in more than 100 countries and in more than 25 product categories. It has significant exposure through licensees in sectors such as clothing, home decoration, perfumery, plush, stationery, publishing, and more. Highlights from this year so far include fashion partnerships with high-profile designers Anya Hindmarch, Italia Independent, and Moschino; back-to-school success across Europe with partners including Herlitz, Alpa, Lannoo Graphics, and Stationery Team; FMCG promotions with Nutella and Ferrero; and kids’ gifts with Panini and NICI. TV Mania is a key apparel licensee for Smiley, whose retail clients include Esprit, Urban Outfitters, El Cortes Ingles, La Halle, GO Sports, and more. Smiley also has several direct-to-retail deals in place with major high street stores throughout Europe, including H&M, Benetton, and Etam.
Saban Brands Sees Growth Worldwide
Saban Brands continues its global growth as a company and across its core and new brands, maintaining a diverse portfolio of properties. The company entered a new partnership with Macbeth, a fashion and lifestyle brand for men ages 14 to 34 that offers apparel, accessories, and other lifestyle products currently sold at specialty retailers in the U.S., Europe, Australia, Japan, and Southeast Asia. Through this partnership, Saban Brands and Macbeth will continue to grow and extend into new categories and territories worldwide. Saban Brands has partnered with Jakks Pacific to launch Emojiville, an upcoming kids’ series that follows three emoji friends. Emojiville will launch as an original web series this fall and then as a global TV series next year. Jakks will support the property with a full consumer products and toy line—including technology products—while Saban Brands leads content, distribution, marketing, promotions, and other licensing for the brand. Spin Master was named global master toy licensee for the re-imagined Popples brand, slated to launch next year. Popples is a new animated children’s series based on the nostalgic characters from the popular 1980s toy line and TV series. Spin Master will produce a full range of toys for kids ages 5 and up, including dolls, collectible figures, play sets, and plush. Bandai is the global master toy licensee for Power Rangers, with toys from the current season available in the U.S. and internationally later this year for kids ages 6 to 11. Internationally, Saban Brands has signed Year Zero for a high-end fashion collaboration in the U.K., as well as Philcos for themed apparel in Canada. Power Rangers Dino Charge is set to debut on Nickelodeon early next year. Bandai will continue to serve as the global master toy licensee for the franchise, creating a dinosaur-themed product line, along with hundreds of additional licensees for the brand. A feature film for the property is set for release in July. Julius Jr. was picked up by Nick Jr. for a second season to premiere this fall. The Julius Jr. consumer products program, targeted for kids ages 2 to 5, has launched in the U.S. and will roll out internationally next year. Fisher-Price toys based on the series are available at Toys “R” Us and will launch at more retailers this fall. Random House children’s books based on the series are available on Amazon and at Barnes & Noble. In addition, there will be a full consumer products line, which will include apparel, accessories, crafts and activities, and role-play. New licensees include Accessory Innovations, Amscan, Freeze, High Point Design, Idea Nuova Global, Jay Franco, Komar Kids, Parigi Group, and Rubie’s Costume Co. Paul Frank is licensed to more than 200 companies worldwide, and offers products ranging from pajamas to fashion-forward apparel and accessories. Internationally, Paul Frank has signed on new licensing partners including BC International, BB Designs, Room Copenhagen, Royer, CHJ Jewelry, and C&A Brazil. The brand has secured global deals with H&M and Primark for apparel. In Asia, the brand plans to expand to 200 stand-alone stores next year. Digimon Fusion airs in the U.S., Australia, Spain, Latin America, and other key markets worldwide. Bandai serves as the global master toy licensee for the brand, with publishing company Panini signing on as the newest licensing partner for Digimon Fusion in the UK and Spain.
38 • The Licensing Book
Fall 2014
Brand Licensing Europe
PROPERTY SHOWCASE
Nerd Corps Greenlights Third Season of Slugterra
Nerd Corps Entertainment has greenlit a third season (13 episodes) of Slugterra. The new season follows three Slugterra TV movies, including Slugterra: Return of the Elementals, which had a limited theatrical release in North America in August. The third movie and 17 new one-minute shorts are also in production, and a global rollout for all three movies on Disney XD and free-to-air is underway. This spring and summer, Slugterra became a top show on SABC in South Africa, Spain’s Clan TVE, the UK’s KIX, and Germany’s YEP!, among many more top ratings worldwide since the property launched two years ago. In addition, Slugterra toys have seen excellent sell-through in Greece, Croatia, the Middle East, South Africa, Latin America, Spain, Italy, and the U.S. Slugterra launched on Netflix in the U.S. in July, and the first two Slugterra movies—Slugterra: Ghoul from Beyond and Slugterra: Return of the Elementals—aired on Disney XD in the U.S. in August.
Neat- Oh! Launches Barbie Mansion
Neat-Oh! has partnered with licensors including Mattel and Disney/Lucas Film for storage products, such as a Hot Wheels car and a Millenium Falcon. This year, Neat Oh! has developed new products such as the Barbie Mansion. The 60 Doll Fashion Mansion holds an entire collection of Barbie dolls and accessories and unfolds into a three-sided (plus roof) mansion-themed backdrop to provide an arena for creative play. When playtime is over, the mansion folds into a trunk. Also set to launch next year is a life-size cardboard Barbie House and Hot Wheels Car. Neat-Oh! looks to add new licenses to its portfolio at BLE.
Cardboard Barbie House
Mattel to Give Barbie a New Look
Mattel will roll out a global marketing campaign to mark the 70th anniversary of Thomas and Friends. New packaging and style guides will support the friendship and celebration themes, creating new opportunities for licensees. Next year will see the release of Thomas & Friends DVDs Dinos & Discoveries and Sodor’s Legend of the Lost Treasure. The latter will include an extensive range of tie-in products, including toys, publishing, and apparel. Series 19 will also launch next year and will introduce new characters. Barbie will debut a new look and a new style next year. The Barbie franchise continues to grow with new partnerships and programs that amplify the brand at major fashion retailers, including Uniqlo, Forever 21, and Primark. The brand has also expanded in the toy, stationery, creative play, sporting goods, health and beauty, and consumer electronics categories. Barbie will have a year of career firsts, reimagined content, fashion news, global brand acceleration, and her break frame new movie release, Princess Power, which will be supported with cross-category opportunities for licensees. Next year will see the launch of new licensing partnerships for Monster High, as well as expansion on existing agreements. Mattel will expand the brand’s presence throughout the retail sector with clothing, beauty, home furnishings, sporting goods, consumer electronics, stationery, and creative play product ranges. Publishing also continues to be a major category, with the Monster High magazine available every three weeks in 22 countries, including the UK. Mattel continues its media partnerships with TV specials and builds on its Universal partnership with the release of Freaky Fusion. A new Fireman Sam website has been launched in the UK, Germany, France, and Italy, and will roll out in core global markets through next year. Brand campaign Little Heroes will roll out in priority EMEA markets to raise awareness and underpin the launch of the new Simba-Dickie toy line. Heroes of the Storm, the feature-length DVD special, will launch next year as well, with a new fire station, veThomas and Friends hicles, and firefighters. Mattel will also showcase other key brands, including Fisher-Price, Mike the Knight, Hot Wheels, Scrabble, and Bob the Builder.
40 • The Licensing Book
Fall 2014
Thunderbirds Are Go with ITV Studios
Thunderbirds 1 vehicle, from new Thunderbirds Are Go series
ITV Studios Global Entertainment (ITVS GE) will showcase Thunderbirds Are Go, the new boys’ action-adventure series that reimagines the iconic 1960s Thunderbirds TV series. Produced in partnership with Pukeko Pictures and Weta Workshop, and set to debut next spring, the series introduces new filming techniques that combine CGI animation with live-action miniatures. The first series of 26 x 22-minute episodes will air in the UK on ITV and CiTV. The new series brings the brand to a new generation of kids ages 5 to 11 and to new international audiences, as well as revitalizes interest in the classic series. An extensive consumer marketing campaign, including retail promotions, digital initiatives, new product partnerships, events, and live shows, will support the global rollout of Thunderbirds Are Go. Vivid Imaginations is the master toy partner for Europe, Australia, and New Zealand. Other ITVS GE featured brands include Classic Thunderbirds, which celebrates its 50th anniversary in 2015; Matt Hatter Chronicles; Playmobil, for which ITVS GE will develop a retro licensing program and the new “inspired by Playmobil” kids’ TV series Super 4; Cut the Rope; Digimon; and the Village People.
Beanstalk Launches New Divisions
Beanstalk offers brand licensing, direct-to-retail program management, license acquisition for manufacturers, consulting, and royalty auditing. Tinderbox, Beanstalk’s digital division, works with new media properties to realize their potential in the world of consumer products. Beanstalk is headquartered in New York, with offices in London, Los Angeles, Miami, and Cincinnati, as well as additional affiliates throughout the world. This year, Tinderbox partnered with Microsoft to develop a global consumer products program for various titles within the Xbox portfolio. Tinderbox will support two of Microsoft’s internal studios, Turn 10 and Launchworks, in pursuing global licensing opportunities across multiple categories for Xbox titles Forza, Killer Instinct, and State of Decay. In addition, Tinderbox partnered with digital specialist agency 5th Wave Brands in April to develop a consumer products program for action-adventure game Badland. Tinderbox supports 5th Wave Brands in pursuing global licensing opportunities for Badland and is focused on building the program in the UK. Tinderbox will continue to expand the programs of its established clients: MovieStarPlanet, My Singing Monsters, Doodle Jump, and The Beetnuks. This year, Beanstalk announced the official launch of Blueprint—Powered by Beanstalk, a new consulting division dedicated to advising companies on how to evolve their brands through innovative and commercially viable brand development and extension strategies. Blueprint works with brand owners, retailers, and manufacturers to evaluate and analyze their needs and provide a road map to open doors to new markets, audiences, and revenue. Fender guitar In addition, Beanstalk extends its geographical reach through strategic alliances with two brand licensing specialist agencies in India and Greater China. Mumbai-based Wild East Group works with Beanstalk on developing local properties, and brings existing Beanstalk clients to India. CLICK! Licensing is headquartered in the Philippines, with offices in China, Indonesia, Malaysia, Thailand, Korea, and Taiwan, and collaborates with Beanstalk on developing local brands, while it also extends Beanstalk’s existing reach in the region. Beanstalk partnered with TGI Fridays in July, and will work to extend the Fridays brand into additional food, beverage, and other complementary categories in mass, grocery, convenience store, and club channels. The agency will also continue to expand the programs of its established clients, such as Energizer, Eveready, Stanley Black&Decker, Volvo, P&G, Jack Daniel’s, Chewits, Matthew Williamson, La Tasca, and The Hummingbird Bakery.
Fall 2014
The Licensing Book • 41
Brand Licensing Europe
PROPERTY SHOWCASE
Mind Candy Introduces PopJam
Mind Candy went mobile this year with the launch of Moshi Monsters: Village in more than 100 countries. Moshi Monsters also hit the big screen when Moshi Monsters: The Movie launched in theaters across the UK and Australia with the DVD ranking at No. 2 on the kids’ chart over Easter weekend. Mind Candy will also showcase World of Warriors. Launching later this year in more than six languages and supported across all mobile platforms, World of Warriors will be supported by trading cards, publishing, toys, collectibles, apparel, and accessories. Key partners are based in the UK, Europe, and North America. Mind Candy will also feature new app PopJam, a safe social community targeted at kids ages 13 and under. The tool will empower, entertain, and inspire kids to connect with all the different brands they love in an environment that encourages creativity and self-expression. PopJam
MGL Picks Up New Ar t Proper ty Lily & Val
MGL Licensing’s newest property, Lily & Val, makes its debut this year at BLE. Lily & Val is the chalk boutique started by artist Valerie McKeehan. Whimsical and handcrafted, McKeehan’s chalk designs are honest and authentic, at home with their imperfections and unique character. MGL has signed Portico as the first UK licensing partner to join the Lily & Val program. Portico will roll out a greeting card and stationery line early next year. MGL now represents Gal Designs. Handcrafted collections blending fabric, paper, and lace are the basis for Gal’s portfolio, which is rich in colors, patterns, and textures. MGL aims to build on Gal Designs’ licensing success in America and the Middle East and is actively looking for giftware, stationery, and homeware partners to join the licensing program. A focal point for MGL this year will be its preschool property Marsh Mellow. Licensing partner Sterling will Marsh Mellow roll out a line of Marsh Mellow back-to-school stationery later this year. MGL seeks to license Marsh Mellow across all key categories worldwide.
42 • The Licensing Book
Per fetti Van Melle Builds a Candy House
Perfetti Van Melle will present its brands Chupa Chups, Airheads, Mentos, and Frisk at BLE as it seeks new licensees. Chupa Chups will expand to lifestyle products and retail experiences. Airheads will expand into the apparel, cosmetics, stationery, and digital games categories. Mentos will expand its presence in the U.S. and Europe. Frisk will implement a licensing program for young urban professionals in Japan next year.
Santoro Gets Gorjuss
Santoro will showcase its established Gorjuss and Mirabelle collections, and will offer visitors a special preview of new licensing opportunities, such as Willow and Kori Kumi, Santoro’s newest creation. Santoro has increased its commercial success in key European territories outside of the UK, such as France, Spain, and Italy. Expansion has also continued into Eastern European territories, South America, and the U.S. Santoro has sustained its relationships with retailers such as Harrods, Undercolors Of Benetton, El Corte Inglés, and Cultura. Santoro has appointed Trimcraft Ltd. Willow as a new UK licensee for the Willow Collection. Trimcraft will develop papercraft products, including stamps, papers, card-making kits, and embellishments. Chilean licensee Libesa renewed its license for Santoro’s Gorjuss agendas, notebooks, and folders, and has plans for new product launches. Santoro’s Mirabelle collection was launched in Undercolors Of Benetton (UCB) stores worldwide, spanning nightwear, underwear, loungewear, and accessories. UCB also offers Gorjuss beachwear.
Fall 2014
FCP Showcases Ice Age, The Simpsons
Twentieth Century Fox Consumer Products (FCP) will highlight its most successful animated film franchise, Ice Age. The property continues to shine with a live show, global theme park rides, 4-D attractions, new mobile game apps, fashion apparel, and more programs and product lines leading up to the theatrical release of the next Ice Age movie in 2016. The live touring show, Ice Age Live! A Mammoth Adventure, will make its debut in Eastern Europe later Ice Age Live! this year. The five-year live show combines ice skating, dance, aerial arts, acrobatics, and characters from the film, taking audiences on a journey with a new story based on the animated film. More than 2.5 million books are in print worldwide. Ice Age is also making a splash in the digital space with the launch of the Ice Age Adventure mobile game that joins the Ice Age Village app that debuted in 2012. Ice Age Adventure is an exploration and adventure game that explores the unknown with Sid, Manny, and Diego as playable characters. The Simpsons, the longest-running scripted series in TV history, celebrates its 25th anniversary this year. FCP will showcase The Simpsons with merchandise collections in collaboration with new and existing global licensing partners. The Simpsons will partner with global brands, including MC2 Saint Barth, Just Hype Limited, Undiz, Freegun Brand, Etam, and Original Marines with new merchandise, such as apparel and accessories. This year, FCP introduced new partnerships with fashion partners and boutique brands including Eleven Paris, Uniqlo, Drop Dead Clothing, Joyrich, A Bathing Ape, Johnny Cupcakes, Shepard Fairey, and Zara Kids, as well as major brands with Lego and MAC Cosmetics. MC2 Saint Barth will offer beachwear for women, men, and kids. Just Hype Limited will introduce adult apparel and accessories. Undiz will roll out an underwear and home wear capsule collection. Freegun Brand will debut men’s and boys’ underwear featuring The Simpsons. Etam will offer women’s headwear, jeans, jackets, hoodies, makeup bags, and backpacks. Original Marines will roll out a collection of boys’ apparel.
Fall 2014
The National Museum of the Royal Navy Boosts Its Fleets
The National Museum of the Royal Navy (NMRN) will open its collections and archives to a wider audience as a first time exhibitor. The NMRN’s Historic Fleet consists of 10 ships and submarines and 99 historic aircrafts. The HMS Victory is now protected under CTM and celebrates its 250th anniversary in 2015. The HMS Caroline, the sole remaining survivor from the Battle of Jutland, celebrates 100 years in 2016, coinciding with its permanent opening to members of the public.
JELC Wants Licensees to Say iDoo -B -Doo
JELC is managing the licensing campaign for iDoo-B-Doo, a property for girls ages 3 to 7. Created by Sammie Luck, children’s author Ann Bryant, and illustrator Mike Spoor, and first published in the book Dolly Doodles and Her Adventures in Muddle-Puddle, iDoo-B-Doo has since expanded to a website, magazine appearances, and licensee interest. Flix Facilities is also interested in developing the property into a TV series. There will be a licensing focus on developing iDoo-B-Doo, which stars Dolly Doodles and her best friend, Tinkaboo, who love to make things out of paper, into greetings cards, arts and crafts, publishing, homeware, stationery, and apparel. The most relevant children’s retail categories will be targeted, with a special focus on arts and crafts.
The Licensing Book • 43
Brand Licensing Europe
PROPERTY SHOWCASE
Rainbow Celebrates 10 Years of Winx Club
Rainbow’s Winx Club celebrates its 10th anniversary this year, spanning 156 animated episodes and two feature-length movies that mix 2-D animation with CGI. The series follows the adventures of a group of young fairies and combines action and adventure with comedy. The seventh season is currently in production with a projected release date for next year. The third movie, The Mystery of the Abyss, premiered in Italy in September before expanding to territories worldwide. Winx Club has more than 500 licensees globally with more than 6,000 products developed. Rainbow looks to expand the property into less conventional sectors, such as Winx Club-themed holidays Winx Club and experiences. Mia and Me, a co-production with Lucky Punch GmbH/M4e, chronicles the adventures of 12-year-old Mia in the mystical land of Centopia and mixes live-action with CGI animation. More than 70 broadcasters in more than 80 territories currently show the program, with a second series in production. A full range of merchandise has been established, including a toy line from international toy partner Mattel, and products from Ravensburger, Egmont, Unilever, Nestle, and Panini.
King Features Is Well-Versed in the Classics
King Features Syndicate seeks to develop extensive licensing programs for its roster of properties, which includes classic comic strip characters. At BLE, King Features will look to add partners for Popeye, which continues to grow via a successful apparel and fashion licensing program. King Features is focusing on the sportswear, accessories, giftware, promotions, apps, and games segments. For Olive Oyl, King Features will target fashion accessories and promotions. Following partnerships with fashion brands Joyrich and Forever 21, King Features is focusing on fashion, teens’ back-to-school, personal care, footwear, apps, and games for Betty Boop; and seeking apparel, sleepwear, accessories, back-to-school, gifts, apps, and games for the new collaboration of Betty Boop & Chupa Chups. For Baby Boop, King Features is targeting children’s wear and accessories, as well as back-to-school. Finally, for Betty Boop and Popeye by Shinzi Katoh, King Features is focusing on gifts, home décor, textiles, stationery, and accessories. For classic heroes Flash Gordon and The Phantom, King Features is targeting multiple categories: adult apparel, sleepwear, underwear, accessories, gifts and stationery, and collectibles for Flash Gordon; and men’s apparel, sleepwear, underwear, and gifts and collectibles for The Phantom. For the comic strip viking, Hagar, King Features is focusing on men’s apparel, gifts, and promotions.
Ink Shows Off Subway Sur fers
Ink will showcase the properties Subway Surfers and Masha and the Bear. Subway Surfers is a 3-D platform game that features graffiti artists who must evade capture after being spotted by an angry railway security guard and his dog. The game is updated regularly, with the characters running through some of the most famous cityscapes in the world, including London, Los Angeles, and Rome. A Subway Surfers animation is currently in development. Ink represents Subway Surfers in the Nordics, Eastern Europe, and Russia. Masha and the Bear is a Russian animation that is now going global. Agreements are in place with major broadcasters across the world for screenings, and Ink will take the brand into the consumer products field through a global network of sub-agents. Masha and the Bear currently enjoys success in the Russian licensing market, with licensees such as Kinder, Egmont, Orkla, and Ferrero.
Baby Monnalisa swimsuit
44 • The Licensing Book
Fall 2014
Brand Licensing Europe
PROPERTY SHOWCASE
Rocket Licensing Celebrates The Ver y Hungr y Caterpillar ’s 45th Bir thday
London-based independent licensing and brand development company, Rocket Licensing, will showcase its plethora of properties, including Dr. Seuss’s The Grinch, Goosebumps, Hotel Transylvania 2, Breaking Bad, and The Very Hungry Caterpillar, which celebrates its 45th birthday. Based on Eric Carle’s children’s book, The Very Hungry Caterpillar brand’s UK licensing campaign managed by The Joester Loria Group brings the brand to new consumer product categories, including toiletries, homeware, puzzles, crockery, party paperware, nursery furniture, and more.
Copyrights Expands Paddington Range
A new Paddington live-action and CGI-animated movie will launch on November 28 in the UK, followed by a worldwide release in early December. International licensed products for this year include toys and plush, apparel and accessories, puzzles, nursery goods, confectionery, books, bags and backpacks, and more. The DVD is scheduled for next spring, and will be accompanied by expanded ranges from existing licensees, as well as a new Paddington London Tour launching on Easter.
flip to page 53 for more BLE coverage
continued from page 10 for $1 billion in retail business this year. It’s a phenomenon that nobody, including Disney, saw coming. Product shortages abounded for the holidays; in fact, they became a major news story—with a lot of cynicism about whether Disney was keeping supplies scarce to drive up interest. But the real story here was that an original property—without a track record that potential licensees and retailers could plug into their analytical systems—was succeeding so wildly in this age of franchise- and sequel-driven IP and licensing. It was consumers who were driving the phenomenon worldwide. Kaori Taniguchi, managing director of LIMA Japan, called the launch of Frozen there in March “a social phenomenon,” with, in some cases, merchandise imported from the U.S. supplementing a meager supply of locally licensed goods. At Hong Kong Disneyland—the film launched in December in Hong Kong and February in China—Frozen costumes weren’t even making it from shipping cartons onto racks before they were sold, reports LIMA China Managing Director Tani Wong.
46 • The Licensing Book
Similar stories have come from Australia, the UK, Korea, and elsewhere. This year, everyone is playing catch-up, and by all accounts, Frozen will play a huge role at Christmas. Of course, Disney is now stoking the fire, and doing everything it can to maximize both the current and long-term business. So whether you’re leveraging the success of Frozen, or competing with it, take a step back and think about the power of content that doesn’t arrive straight from the franchise factory, and how there’s still an opportunity to try to identify the “next big thing” early enough to gain an edge. Even the biggest companies in this business don’t always know what they have. ••••
Marty Brochstein joined Licensing Industry Merchandisers’ Association (LIMA) in 2008. Brochstein was a business journalist for more than 20 years, covering the consumer products and retail industries. He spent five years as senior editor of Television Digest and was the founding editor of Consumer Multimedia Report. He was also editor of Consumer Electronics Monthly and Electronics Merchandising, and spent time with Discount Store News, Chain Store Age, and Home Furnishings Daily.
Fall 2014
New conference gives brands a new way to find potential brand ambassadors.
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by Laurie Schacht, Toy Insider Mom, founder, Blogger Bash
he first annual Blogger Bash two-day conference took New York City by storm in July, revolutionizing the way brands and bloggers connect. Utilizing a new conference format, more than 400 bloggers in attendance enjoyed 10 themed, intimate parties where they met with more than 120 brands over the course of two days. From kids’ entertainment brands to music, high-end fashion to the best in baby care, Blogger Bash had something for everyone. Making a huge splash on social media, Blogger Bash generated more than 117.5 million impressions in the U.S. Brands such as Hasbro, Rovio, Anne Geddes, Warner Bros. Interactive, Chicken Soup for the Soul, Johnny Rockets, Sony Legacy, Crayola, WWE, and more were in attendance at Blogger Bash this year. These brands were able to connect with seasoned bloggers with an average of more than 78,000 UMVs per month and an average Twitter following of 10,000.
Fall 2014
Parent bloggers have become some of the most influential voices when it comes to promoting brands and new products across all industries, and Blogger Bash is the perfect way to connect with them. Whether you want to host a party that is all about you, or if you want to be part of a larger themed party, like The Big Toy Book’s Sweet Suite toy event, there’s something to fit every brand and every budget. With a relaxing and fun environment, Blogger Bash provides the perfect opportunity to grow your blogger network, receive invaluable feedback on new product introductions, and find new brand ambassadors. And—these bloggers know their stuff. In the age of the Internet, social media matters, and these bloggers have a lot of influence on Facebook, Twitter, Pinterest, and more. The power lies with the consumers—and that’s exactly what these bloggers are. If you are interested in learning more about getting involved with Blogger Bash this summer, please contact Laurie Schacht at thetoyinsidermom@gmail.com or (212) 575-4510, or visit www.bloggerbash.com. ••••
The Licensing Book • 47
Of Counsel
ART LICENSING 101 Licensing 101, Part 74
by James Kipling, Of Counsel
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This is the 74th article in a series devoted to the creation and documentation of the licensing relationship and the elements of a typical license agreement.
he parties to a license agreement for works of art can face unique issues in establishing their relationship. Artwork is typically protected by copyright, but well-known works of art can also enjoy characteristics of trademark protection. In addition, the artist who creates the work can have special protection known as “moral rights” relating to his or her works.
COPYRIGHT PROTECTION
Both parties to a license agreement conveying rights to artwork have an interest in confirming copyright protection through registration with The U.S. Copyright Office. Under current law, copyright protection is created automatically upon creation of artwork in tangible form; however, the added step of registering the copyright carries with it very important benefits. These include establishment of the right to seek enforcement against infringers in the Federal Courts of the U.S. In addition, if the registration is secured prior to the publication of the work or a later commencement of infringement, registration also provides possible recovery of legal fees expended by the copyright owner in an enforcement proceeding, as well as access to “statutory damages,” which can be awarded in amounts up to
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$150,000 per infringement. With respect to artwork that is used in connection with licensed merchandise, another important consideration is the fact that registration gives the copyright owner access to the enforcement processes available through U.S. Customs Service. This process is dramatically less costly to a party whose copyright is infringed than enforcement through court action. In addition, since the infringing goods can be stopped at the port of entry and prevented from entering U.S. commerce, the result can be significantly more salutary than chasing down infringements already being distributed. Combined with the fact that copyright registration is very inexpensive, the parties to a license for artwork have substantial incentive to procure such registrations of the licensed works. The standards for determining copyright infringement can involve legal and factual determinations that exceed in complexity the treatment that can be given in this brief article. Suffice to say that the most basic elements that must be established by a plaintiff include access by the alleged copyist to the artwork at issue together with copying to an extent greater than insubstantial. There can be affirmative defenses available to defendants in such cases even though substantial copying has occurred, which add further complexity. Future articles in this series will address the various aspects of establishing copyright infringement.
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“MORAL RIGHTS” OF ARTISTS
Under a relatively recent revision of the law in the U.S., artists can retain control over the integrity of their artworks even after disposing of ownership. The concept behind the law is that the artist retains the right to prevent modification of the expression of his or her artistic efforts by anyone, even the acquirer of ownership of the artwork. This principle was recognized in the substantial body of law in European countries for decades before it became applicable in the U.S. Product manufacturers that use or incorporate works of art must keep this in mind and obtain a waiver by the artist permitting the manufacturer to modify the artwork as reasonably necessary to adapt it to the licensed merchandise. The parties to licenses for artwork should clearly document their intentions in this regard.
TRADEMARK ASPECTS
Individual works of art can become so recognizable to the public that they achieve protection as trademarks. Certain works of Andy Warhol, such as his famous photograph of Marilyn Monroe, would be an example. Similarly, DC Comics and Marvel have successfully registered the images of certain superhero characters as trademarks, including Superman, Batman, and Spider-Man. Trademark protection in such instances is significant for several reasons, including the term of protection. Protection for trademarks can be unlimited, but for copyrights it is defined by a formula based on the lifespan of the creator. Trademark registration brings additional procedural and substantive rights which are similar to those enhancements that a copyright proprietor enjoys through timely registration. These various rights are cumulative and can be enforced in tandem against an infringer. In the event that a licensed work of art has achieved trademark status, it would be appropriate to include reference to the trademark registration numbers along
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with the copyright registrations in the body of the license agreement.
AESTHETIC QUALITY CONTROL
As discussed in an earlier article in this series, a trademark licensor has a critical legal interest in maintaining the quality of products sold under its mark. Failure to do so can jeopardize the validity of the mark itself. In absence of the trademark aspect described above, a copyright owner does not have a similar legal burden. Nevertheless, for purposes of maintaining goodwill with consumers of licensed products, the copyright owner will have a practical reason for requiring high-quality reproductions of its artwork in licensed merchandise.
“ A trademark licensor
has a critical legal interest in maintaining the quality of products sold under its mark. Failure to do so can jeopardize the validity of the mark itself.”
The subject matter on which a license agreement is based of necessity dictates basic elements of license agreements. Licensing artwork has become big business, as exemplified by the myriad appearances of the works of Mary Engelbreit, Thomas Kinkade, and many other famous artists. Knowledge and proper crafting of required contractual terms are essential to each party in a license agreement of this variety. •••• James Kipling has represented licensors and licensees for more than 20 years, negotiating entertainment, sports, artwork, brand, invention, and technology agreements. He is Of Counsel with Dinsmore & Shohl LLP in Cincinnati, and can be reached at jim.kipling@dinsmore.com. Copyright: ©2014 James M. Kipling. All rights reserved.
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Directory of Properties, Products and Services
THE LICENSING BOOK, Fall 2014 “THE LICENSING BOOK” (ISSN-0741-0107) is published quarterly by Adventure Publishing Group, Inc.®, 307 Seventh Ave., Room 1601, New York, New York, 10001. Periodicals postage paid at New York, NY 10001 and additional mailing offices. © 2014 Adventure Publishing Group, Inc ®. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopying, recording any information storage and retrieval system, without permission in writing from the publisher. Printed in U.S.A. Subscription rates: $48 per year. THE LICENSING BOOK, THE LICENSING BOOK INTERNATIONAL, WORLDWIDE LICENSING and the “WLE” design, are trademarks and service marks of Adventure Publishing Group, Inc.® registered in the United States Patent & Trademark Office Postmaster: Send address changes to THE LICENSING BOOK, c/o Adventure Publishing Group, 307 Seventh Ave., Room 1601, New York, New York, 10001.
ADVERTISER INDEX Activision ...........................................................................................................................................................................4, 5 BBC ...................................................................................................................................................................................1, 2 Delta Children’s Products .......................................................................................................................................................29 Dracco.................................................................................................................................................................................19 Entertainment One Family .....................................................................................................................................................31 Epic Rights ...........................................................................................................................................................................35 Gateway Licensing................................................................................................................................................................50 GM Licensing .......................................................................................................................................................................50 Harris-Sachs ........................................................................................................................................................................50 Hong Kong Trade Development Council..................................................................................................................................45 National Basketball Association .............................................................................................................................................23 Sakar ....................................................................................................................................................................................7 Sesame Workshop ................................................................................................................................................................39 Sony Pictures Consumer Products ...........................................................................................................................................27 Universal Studios ......................................................................................................................................................15, 51, 52
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