Summer 2012 by The Licensing Book

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D ep ar tm en ts 18 Publisher’s Point 20 News Bandai and Sync Beatz to launch Tamagotchi L.i.f.e. line in the U.S. 24 Stat•Shot Check out the top kids’ licenses of Q1. 26 Good Practices Tips for creating an effective auditing process. 50 Property Profile: Mike the Knight Hit Entertainment plans an assortment of products for its medieval-themed property. 107 Corporate Corner Beanstalk and Nancy Bailey & Associates are experiencing enormous success following their merger in 2011. Now in their second year together, Beanstalk and NBA discuss the future. 136 TIA Perspectives Tips for creating licensed toys and kids’ products VOLUME 29, NUMBER 3

Features

32 2012: Virality Builds Brands

The pace of change has accelerated. With evolving technology, exciting changes in branding and licensing happen day-to-day. The whole process is a collaboration between traditional forms of marketing and consumers. Licensees and licensors need to stay on top of the rapid changes taking place in order to stay in the race. Multiple strategies can help you go viral. Weston Anson and Lacey Lodes discuss what’s changing right before our eyes.

38 State of the Industry Q&A

We chatted with property and brand owners, consumer products manufacturers, licensing agents, and other industry experts about the latest hot topics swirling around the industry.

52 Licensing Show 2012

Our annual look at the industry’s biggest event, with more than 80 pages of coverage of the character and entertainment, corporate branding, and art and publishing sectors.

Summer 2012

137 Licensing Administration Amos Biegun shares what brand licensors can learn from the music industry. 138 International Sid Shah offers tips for entering and succeeding in India’s licensing industry. 140 Licensing Audits Clay Kugler discusses what’s fact and fiction about licensing audits. 142 Marketing Memo Ted Mininni explains how to turn a superhero into a top-selling consumer products program. 144 Of Counsel James Kipling discusses who owns further developments of a property that result from a licensing partnership.

146 Directory

PUBLISHER’S POINT

LICENSINGBOOK

THE

www.licensingbook.com

Cover design by M Style Marketing

The business of licensing is a mature one. The nature of our business changes because of the way we work our partnerships. Over the years, we have moved from slapping a logo on a Tshirt to thought-out strategies that tell a story, bringing favorite properties and brands to life for consumers. So when something really changes the scope of our business, it becomes really exciting! Let’s talk about app licensing. It is all the buzz—and many of you are wishing you had the crystal ball with the Angry Birds smashing through (hey, has anyone made that yet?). This issue will cover all facets of our business, but apps are all the talk. “Will it last?,” “Does it have legs?,” “Can I still get on board?” are all the questions you will be asking when looking at the “next hottest app.” Take a look at what made Angry Birds so successful and see where else that magic is being replicated. Like anything else that’s new, there will be winners and losers in this arena. Don’t forget to check out the app store and see if the app your thinking about is top of the download list (great advice I got at PlayCon), look at the Facebook pages, see their followers, and take your time making your decision. Apps that last with consumers—and great applications to bring those to life—will become great sources of revenue. But if the app isn’t up to par, the products will be very short-lived. This brings me to another hot topic— social media and connecting your brands to

Summer 2012

consumers. If you have a brand, an active social media campaign is now a must for your day-to-day business. We have never before been so connected to the consumer. That direct access is amazing, but it needs to be cultivated and you must pay attention. This is not an easy job, but as Weston Anson, chairman of Consor, points out in his opening State of the Industry report (page 32), “Social media is key and currently the king of the game.” Connect to your consumer, and respond to them as well. They want to hear from you, they want to like you, and when you pay attention, they will want to support you. Technology will continue to inspire and challenge us as we create ways to connect our brands and properties with the consumers who love them. While traditional categories will still be the bread and butter that you rely on, technology offers new opportunities. So as you walk through this year’s Licensing Show, flip through the pages of The Licensing Book (both print and digital), and keep an eye out for what appeals to your target audience and think about the unique ways you can deliver. Our State of the Industry report begins with Wes’ article, and is followed by your peers: licensees, licensors, agents, retailers, and legal counsel. Use this as your reference guide throughout the year and, as always, feel free to share with us what you’d like to see us cover and bring to you through our pages. Looking forward to catching up with you in Vegas. Have a great show! ••••

ADVENTURE PUBLISHING GROUP INC.® Vol. 29, No. 3, Summer 2012 President/Co-Publisher Laurie Schacht laurieschacht@aol.com

Co-Publisher Jonathan Samet jsamet@adventurepub.com

Editorial Director Jackie Breyer jbreyer@toybook.com

Associate Editor Melissa Tinklepaugh mtinklepaugh@licensingbook.com

Assistant Editor Sierra McCleary-Harris smcclearyharris@toybook.com

Editorial Assistant Leah Rocketto lrocketto@adventurepub.com

Contributing Editors Frank Farina, Bryan Joiner, Ali Mierzejewski Production Director Anthony K. Guardiola aguardiola@adventurepub.com

Controller/Office Manager Robert Forde rforde@adventurepub.com ADVENTURE PUBLISHING GROUP, INC.® 307 SEVENTH AVE., ROOM 1601 NEW YORK, NY 10001 TELEPHONE: (212) 575-4510 FAX: (212) 575-4521

Licensing News BRAND LICENSING

Precious Moments, Inc. and Colorbök Launch Crafts Line Precious Moments, Inc., and Colorbök have partnered for a new line of arts and crafts activity products. Products include scrapbooking materials, sew easy plush pals, wall art with paints, plaster magnet kits, and sun catcher kits. Designs include both the classic Precious Moments characters and a new brand extension for kids, called the Hug ‘n Cuddle Bugs. Retail placement includes Jo-Anne stores, Walmart stores, and Walmart.com. Visit booth No. 5313 at Licensing Show to learn more about the new artists that Precious Moments represents, as well as what’s new with the Precious Moments brand.

CHARACTER LICENSING

The Elf on the Shelf Makes Its Balloon Debut A new Christmas tradition joins the nation’s most beloved spectacle as The Elf on the Shelf giant helium balloon debuts November 22 in the 86th Annual Macy’s Thanksgiving Day Parade. The Elf on the Shelf balloon will be designed and created by the artists of Macy’s Parade Studio. Since its debut in 2005, The Elf on the Shelf has grown into a new holiday tradition for millions of families. The Elf on the Shelf comes in a keepsake box with an illustrated watercolor board book and a special elf from the North Pole tucked inside. The book tells the story of the scout elves sent by Santa with a mission to keep watch over children during the holiday season. When an elf is adopted by a family and given a name, it receives its Christmas magic.

MOVIE LICENSING

Sony Pictures Adds to Men in Black 3 Product Line

BRAND LICENSING

Bandai to Launch Tamagotchi L.i.f.e. Line of Products in the U.S. Bandai Co., Ltd. has named Los Angeles-based Sync Beatz Entertainment, Inc., as the exclusive U.S. licensing agent and brand manager for its Tamagotchi brand, which has sold more than 78 million units in 54 countries and territories since the virtual digital pet was introduced 15 years ago. Sync Beatz Entertainment plans to implement a comprehensive marketing program for an extensive line of Tamagotchi L.i.f.e. (Love Is Fun Everywhere) products in key categories, including apparel, domestics, furnishings, gifts and novelties, health and beauty, and publishing, in the U.S. Among the key drivers supporting the brand launch will be a range of digital media, including apps and webisodes.

Summer 2012

Sony Pictures Consumer Products has added new deals to its extensive Men In Black 3 product line. Totally Irreverent is making T-shirts, hooded sweatshirts, and sweatpants to be sold in Australia and New Zealand. J Fox is producing men’s underwear, lounge pants, T-shirts, socks, belts, pajamas, watches, clocks, fashion bags, wallets, mugs, laundry bags, and toiletry sets to be sold in the UK, Ireland, and Channel Islands. Stampii put together a program in 25 countries throughout Europe, the Middle East, North Africa, and Latin America for digital collectible trading cards. Each trading card has digital content for collectors and MIB fans. More than 5 million of these digital trading card packs are expected to be distributed between April 5 and June 30.

Licensing News APP LICENSING

Disney Launches Where’s My Water? Merchandise Line Disney Mobile and Disney Consumer Products (DCP) have announced the first line of merchandise based on the Disney Mobile game, Where’s My Water?. Partners include Hasbro, Jakks Pacific/CDI, and Toys “R” Us. The first wave of Where’s My Water? products will be available at mass retailers nationwide in June, with select items available now at Disney Store locations and DisneyStore.com. The line features plush and novelty toys, consumer electronics accessories, and apparel and accessories. The second wave of products, coming this fall, will include a face-to-face game, consumer electronics, stationery, home accessories, and Halloween costumes. Available this month, Jakks and CDI will release plush versions of Swampy, Allie, and Cranky as 3-inch clip-ons and 7-inch, 10-inch, and 20-inch dolls. The companies will also launch a line of 2-inch figurines. Later this year, Swampy will make his online debut in a 12-episode Web series titled Where’s My Water?: the Adventures of Swampy.

ENTERTAINMENT LICENSING

Sakar Partners with Hit for Thomas & Friends Hit Entertainment and Sakar International have entered into a license agreement that will bring the Thomas & Friends franchise into the consumer electronics space in North America. The license authorizes Sakar to develop, manufacture, and market an extensive collection of branded merchandise ranging from clock radios, walkie talkies, text messengers, and boom boxes to digital cameras, flashlights, and video game and computer accessories. The agreement covers the U.S. and Canada. The first products in the collection will be released early next year.

TOY LICENSING

Comic Images Inks Licensing Deal with Vamplet

Plush Swampy

MUSIC

ACME Studio Presents Third Installment of The Beatles Collection ACME Studio has announced the third installment of The Beatles Collection, the result of a licensing agreement with Apple Corps, Ltd., brokered by Live Nation Merchandise, The Beatles’ North American licensing agent. Throughout the course of its timed releases, the collection will introduce nine individually numbered, limited-edition pens commemorating each year The Beatles were together, beginning with 1962. Two pens will be released every six months, with edition numbering that matches the year depicted on the pen. In this new collection, ACME will present 1966 and 1967 in runs of 1,966 and 1,967 pieces respectively. For each of the 13 UK albums released by The Beatles, a pen and card case set packaged within miniature album covers will be introduced in editions of 1,000 pieces each. The “Singles” eyeglass case will be released, featuring a collage of the most interesting and exciting singles covers that were done during The Beatles’ career. Sgt. Pepper and the Lonely Hearts Club eyeglass case

Summer 2012

Comic Images, the manufacturer of Star Wars, Marvel, and Moshi Monsters plush, has signed a licensing agreement with Vamplet, LLC to produce a full line of designer plush characters from The Nightmare Nursery of Gloomvania. The line will feature a cast of fashionable unhuman babies and their pets, including vampires, zombies, and werewolves, all wearing stylish diapers and trendy hair accessories. The complete line of The Nightmare Nursery of Gloomvania babies will debut at retail in July.

Send licensing news to Jackie Breyer, jbreyer@toybook.com, for inclusion in the weekly e-newsletter, Total Licensing Report.

Stat•Shot

Top Kids’ Licenses

The NPD Group releases top licenses, properties, and video games in the U.S.

ccording to market research company The NPD Group, U.S. first quarter (Q1) 2012 licensed toy sales grew by 1 percent and added one share point of total toy industry revenue— 27 percent of total toy sales in Q1 2012 vs. 26 percent in Q1 2011. The top five traditional toy licenses for Q1 were (in alphabetical order) Cars: The Movie, Disney Princess, Star Wars, Thomas and Friends, and Toy Story, each generating anywhere from 3 percent to 10 percent of total licensed product sales. “Licensing is an important part of the toy industry,” says Anita Frazier, industry analyst for The NPD Group. “The average retail selling price of a licensed

Top Five Traditional Toy Licenses in Q1 2012 (in alphabetical order) Cars: The Movie Disney Princess Star Wars

Thomas and Friends Toy Story

Top Five Toy Properties for Q1 2012 (in alphabetical order) Barbie

Cars: The Movie Crayola

Hot Wheels Star Wars

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toy was nearly 50 percent larger than that of unlicensed toys in the first quarter, showing the premium a toy can generate by being associated with a child’s favorite character or property.” Thanks in part to strong movie releases as well as the introduction of children’s tablets in 2011, the top five growth properties included (in alphabetical order) Cars: The Movie, Monster High, Lalaloopsy, LeapPad Tablet, and Star Wars. “Licenses tend to have very gender specific appeal,” says Frazier. “While sales of Disney Princess and Hello Kitty & Friends toys are largely made for girls, the remainder of the top licenses and top growth licenses in the first quarter were largely purchased for boys.” ••••

Top Five Growth Licenses in Q1 2012 (in alphabetical order) Angry Birds

Cars: The Movie

Hello Kitty & Friends

Pirates of the Caribbean Star Wars

Top Five Growth Properties in Q1 2012 (in alphabetical order) Cars: The Movie Lalaloopsy

LeapPad Tablet Monster High Star Wars

25%

Licensed merchandise made up 25 percent of sales to kids ages 0-14 from September 2011 to March 2012, compared to 75 percent of non-licensed merchandise sold. Licensed

Top 10 Games for April (new physical retail only; across all platforms, including PC)

Non-licensed

75%

Top licenses for boys ages 0-14 from September 2011 to March 2012 (in alphabetical order)

1 Prototype 2** Activision Blizzard 2 Kinect Star Wars Lucasarts 3 Call of Duty: Activision Modern Warfare 3** Blizzard 4 Tiger Woods Electronic Arts PGA Tour 13** 5 NBA 2K12 Take 2 Interactive 6 The Witcher 2: Warner Bros. Assassin of Kings** Interactive 7 Mario Party 9 Nintendo 8 Mass Effect 3** Electronic Arts 9 Just Dance 3 Ubisoft 10 MLB 12: The Show Sony

Cars: The Movie NFL

Spider-Man Star Wars

Transformers

Top licenses for girls ages 0-14 from September 2011 to March 2012 (in alphabetical order) Barbie

Disney Fairies

Disney Princess

**(includes CE, GOTY editions, bundles, etc. but not those bundled with hardware)

Dora the Explorer

Hello Kitty & Friends

Top Properties* Across Europe in 2011 UK

France

1 Disney•Pixar Cars Playmobil

2 Star Wars 3 Lego City

Hello Kitty &

4 Friends 5 Barbie

6 Toy Story 7 Nerf

8 Disney Princess

Beyblade

Playmobil

Star Wars

Disney•Pixar Cars Disney•Pixar Cars Barbie

Barbie

Littlest Pet Shop

Lego City

Hello Kitty & Friends VTech Baby Star Wars

9 Sylvanian Families Zhu Zhu Pets

10 Peppa Pig

Germany

Winnie the Pooh

Source:The NPD Group/Kids Industry Data Service

Lego Duplo Beyblade

Lego Technic Filly

Carrera

Italy

Spain

Barbie

Disney•Pixar Cars

Playmobil

Hello Kitty & Friends Ben 10

Lego City

Mickey & Friends Bakugan

Cicciobello

Disney Princess

Winnie the Pooh

Monster High Barbie

Hello Kitty & Friends Nancy

Mickey & Friends Nenuco

SpongeBob SquarePants Beyblade

*a property includes brand and licensed product sales

Summer 2012

Good Practices

Creating an Effective Auditing Process by Martin Brochstein, senior vice president of industry relations and information, Licensing Industry Merchandisers’ Association (LIMA) Factory monitoring and auditing are critical elements in the supply chain relationships among licensors, licensees, and their suppliers. As noted in the previous two articles in this series, many companies may believe they’re doing everything correct in terms of complying with licensors’, licensees’, and retailers’ standards for corporate social responsibility (CSR) and, indeed, many are. But there is always room for improvement, sometimes in subtle ways. This material is drawn from Good Practices for Complying with Licensors’ Social and Environmental Requirements: A Practical Guide for Licensees, a 28-page guide developed by LIMA and BSR—a leader in corporate responsibility for nearly 20 years—with major contributions from a Licensing Working Group consisting of Hasbro, NBC Universal,Time Warner, and The Walt Disney Company, among others. The importance of having products made in a socially responsible way is a particularly acute issue for those in the licensing business. Coming down on the wrong side of factory labor issues or environmental practices can damage the businesses of not just the brand owner and a specific licensee, but also of other licensees of that same brand. The guide is designed to help illuminate issues, and to give practical tips to improve processes. The full guide is available as a free download from LIMA at: http://www.licensing.org/wp/wp-content/uploads/2010/09/LIMA-licensee-guide.pdf. Factory monitoring can be conducted by licensors’ audit staff, licensee audit staff, third-party auditors, multi-stakeholder initiatives, or industry groups. The scope, duration, and focus of audits can vary substantially. It is critical to understand licensors’ audit requirements and procedures, and to assist suppliers, subcontractors, and agents to understand and prepare for these audits. Some good practices for monitoring include: • Requiring an audit or reviewing previous audit results well before entering into contracts and placing orders with a supplier. • For suppliers with whom you have ongoing relationships, require an audit on a regular basis. • Social and environmental compliance audits require a specific set of skills, expertise, and training. In general, companies with a dedicated social and environmental audit function can conduct and follow-up on audits more consistently and with more influence with factory management. However, building and maintaining an audit function takes time and resources, and

Summer 2012

at the start, it may be necessary to rely on external firms that specialize in social and environmental audits. • Social and environmental responsibility is a long-term priority for the industry. Consider building up your compliance monitoring team in countries or regions where you expect to be sourcing over the next several years. • When a licensor requests an audit of your suppliers, review the monitoring history and discuss with the licensor the best course of action given this history.

Social Compliance Audits

Social compliance audits typically focus on labor standards and occupational health and safety issues. These can include but are not limited to: • Freely chosen employment (no forced, bonded, involuntary, prison labor) • Child labor and young workers • Working hours, wages, and benefits

Labor Standards and Human Rights

Good Practices • Humane treatment • Non-discrimination • Freedom of association • Collective bargaining • Grievance systems • Worker/management committees • Harassment • Occupational safety • Fire safety • Emergency preparedness • Occupational injury/illness • Industrial hygiene • Physically demanding work • Machine safeguarding • Living conditions

Occupational Health and Safety Issues

A social compliance audit should be based on good practices, including 1) management interviews, 2) worker interviews, 3) physical inspection of facilities and dormitories, and 4) document reviews.

During management interviews, auditors review the policies and implementation processes for ensuring social compliance with management. Auditors should assess management’s understanding of and commitment to social compliance. In addition, auditors should assess whether and how social compliance policies are implemented, and whether in fact they are put into practice through procedures, responsibilities, and management review. For example, auditors should seek to determine whether management has issued directions to human resources staff to check new workers’ identification papers to ensure they meet minimum age requirements and whether management holds HR accountable for doing so. Auditors should also seek to understand if management is being open and honest about their compliance challenges.

1. Management Interviews

Summer 2012

Workers are the central focus of social compliance: Their experience in the workplace and the extent to which they enjoy their rights and fulfill their responsibilities comprise the “heart and soul” of social compliance. Confidential worker interviews are vital for understanding the situation on the production lines. A social compliance audit based on good practice will include: • Random selection of workers by the audit team; • Interviews conducted without factory supervisors or managers present.; • Interviews conducted by auditors in the local language and in private and comfortable settings.; • Worker protection from retaliation for participating in interviews; • Interviews can be conducted on- or off-site; • Selection of interviewers should account for gender and cultural norms about who interviews whom, such as female auditors interviewing female workers.

2.Worker Interviews

The audit team will tour the facility, inspecting production lines, administrative areas, inbound and outbound logistics and warehouses, maintenance bays, water treatment facilities, waste handling areas, chemical storage areas, canteens, onsite clinics, and onsite or adjacent dormitories. Auditors will be checking for specific compliance items, as well as the general state of the facilities. They will focus in particular on any potential health and safety hazards, such as blocked emergency exits. In addition to following appropriate policies and procedures, and using the appropriate equipment, running a well-maintained and orderly facility is essential for demonstrating compliance.

3. Physical Inspection

Auditors will review facility record-keeping systems and records to assess compliance. They will review payroll documentation and pay slips, personnel records,

Document Reviews

and accident and injury logs. Keeping an organized, accurate, timely, and complete set of records is essential for demonstrating compliance. Facilities exhibit a wide range of compliance, but experience shows that, particularly in developing countries, you should expect to see some violations. There is also a toocommon practice of keeping a false set of books, which can be very detailed and sophisticated, to satisfy audit requirements. • Licensees should keep eyes open when visiting and auditing factories. • Ensure that whoever conducts the audit is seeking facts and is not expected to deliver a specific result. • Ensure that auditors are specifically trained by a social audit firm, brand, or retailer with a long history of social compliance, and preferably have some form of certification, such as IRCA or SA8000. • Be suspicious of audit results that are fully compliant if this is in a geographic locale or industry that typically has compliance violations. Bribery, double books, and hiding a portion of the workforce are very common in some instances.

Reality Check

Environmental Compliance Audits

Environmental compliance audits are intended to assess a facility’s environmental management system and performance. They are similar to social compliance audits, in that they use management interviews, physical inspection, and document reviews; however, the focus is on a different set of topics, including: • Environmental permits • Pollution prevention • Management of hazardous substances, wastewater, and solid waste • Control of airborne emissions • Specifications on product contents • Management of energy and water resources Many of the topics covered by an environmental compliance audit are highly technical. It is critical that a facility’s staff with knowledge and responsibility for environmental management be available to assist the audit team in preparation for and while conducting the audit, such as accompanying the audit team during the facility tour and providing documentation. At the close of an audit, an auditor will issue a preliminary report detailing specific findings of noncompliance and the steps the facility must take to remediate the noncompliance. The typical components of an audit report include: • Facility information, such as factory name, key contacts, location, site layout, types of products made, demographics of the workforce, and other contextual information; • Details about the audit itself, including names of the audit team members, the date and duration of the audit, whether it was announced or unannounced, and a summary of the audit activities;

Interpreting an Audit Report

Good Practices • Audit findings, which include evidence and analysis related to the code of conduct requirements; • Licensor and customer contact information.

Controls Related to Corruption, Bribery, and Fraudulent Records

Corruption is a serious issue that can negatively affect customer-supplier relationships. It is an invisible problem that makes the compliance audit approach less effective at identifying compliance issues. Some anticorruption program features include: • A company-wide statement of zero tolerance for corruption, which is included in and applied through supplier codes of conduct, contractual requirements, and training; • Education for staff members; • Procedures for reporting and handling suspected cases of bribery and other instances; • Controls on purchasing practices, including regular reviews (e.g., internal audits) of contracting and payment processes. After 15 years of social auditing, many licensors, retailers, brands, and supply chain compliance experts agree that there are limits to what social audits can identify and achieve. Most audits are a snapshot in time, and do not always provide a sense of the overall capabilities of a facility to comply with code of conduct standards over the long term. In addition, most audits do not identify the root causes of labor violations. To identify root causes, it is necessary to use audit approaches that take a “management systems” point of view. Audits themselves don’t drive improvement; think of them as a needs assessment but not a solution. They can also be viewed as “patriarchal”—a top-down approach to finding problems; seek ways to include factory employees in the assessment and resolution process. Despite these limitations, social audits are widespread and easily executed. In the absence of widely accepted alternatives, they offer a common approach to understanding working conditions and provide a road map for improvement. In addition to

The Limitations of Auditing

Summer 2012

audits, consider other techniques for identifying and resolving non-compliances: • Support the operation of credible and effective labor unions. • Where labor unions are not viable, support the creation and maintenance of participatory worker councils and grievance systems. • Promote training for factory supervisors and other relevant factory employees. • With factories, identify positive and negative incentives for good social and environmental performance. • Ask your licensors who they will accept audit reports from. Some licensors will accept audit reports conducted by other firms or companies (if they are timely and conducted by trained and credible parties). • Understand the scope of licensors’ monitoring programs. For example, some focus only on labor standards. If environmental compliance is part of the audit, identify the specific issues that will be checked, e.g., environmental permits, water usage and discharge, waste disposal, etc. • Help your facility managers and supplier managers to save time. • Consult with licensors or social audit firms about developing your own monitoring program. • Understand the circumstances under which the audit was conducted. • Review the audit procedures to ensure they meet licensor requirements and follow good practice. ••••

Practical Tips For Licensees

Marty Brochstein joined Licensing Industry Merchandiser’s 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.

State of the Industry

2012: Virality Builds Brands Change Accelerates as Apps, Social Media, and DTC Build Brands T-Mobile’s commercial ads spoofing flash mobs were brilliant. Not only did the ads go viral themselves, but they played on the spontaneity of flash mobs and the idea of not wanting to be left behind.T-Mobile products became a must-have item for those who wanted to be in the forefront.Virality builds brands. by Weston Anson and Lacy J. Lodes, Esq., CONSOR Corporation

et’s travel back in time a bit. In 2007, CONSOR wrote in The Licensing Book about the underlying “state of denial” in the licensing industry and the assumption that “branding” would cure all licensing problems. Then in 2009, CONSOR pointed out that the licensing industry was in crisis mode and branding was no longer enough. The mood switched to optimism in 2010 with encouraging new licensing frontiers opening up. Last year, CONSOR discussed the constancy of change in retail and social media, and the trends in branding and licensing. What does CONSOR say today? The pace of change has accelerated. With evolving technology, exciting changes in branding and licensing happen day-to-day. The whole process is a collaboration between traditional forms of marketing and consumers. Licensees and licensors need to stay on top of the rapid changes taking place in order to stay in the race. Multiple strategies can help you go viral—positive or negative. Let’s discuss what’s changing right before our eyes.

Weston Anson, chairman, CONSOR

Consumer Loyalty Comes from Collaboration

Consumers still love their brands. How they are staying connected to their brands has changed, however. As we

Summer 2012

discussed previously, “branding” is no longer enough. You have a brand, but how are consumers getting their hands on it? The retail environment is changing the way brand-loyal consumers shop. These consumers are not just looking for the hot new product. They want the newest edition of their favorite product, and the newest limited-edition designer version of this product. These products become part of a loyal consumer’s persona. With the physical retail environment changing, the brand must find a way to stay in the hands of these loyal consumers. Consumers are not going to the electronics store to look for a new phone. They are anxiously waiting for Apple to release the newest version of the phone they already love, paired with the Michael Kors case. The Apple Store online describes it best: “Fashion meets function.” Apple followers are devoted, loyal consumers who allow the brand to become a part of them. A recent study from KAE, a consulting firm out of the UK, determined that 43 percent of survey respondents who already owned at least one Apple product would leave their existing bank if Apple used its funds to open its own bank. When asked why, two-thirds of those loyal consumers said they would transfer their funds solely because they trusted Apple. On this basis, with U.S. and UK populations, an Apple bank that opened today would instantly have approximately 37 million customers. Loyalty is the goal. To create this kind of loyalty, brands must find a way

to get their product directly to consumers. Brands must nurture the connection. We will discuss what brands need to consider as they develop, nurture, and collaborate with their loyal consumer base.

1. Going Direct to the Consumer

Look at the lifestyle of today’s consumers. The majority of them have the attitude of Veruca Salt, from the Willy Wonka stories, and are demanding, “I want it now!” Retailers and licensors get this and are responding by providing more direct distribution channels.

2.Temporary Distribution Channels

Temporary distribution channels have been rapidly growing in the past two years and have become an effective branding trend as a direct-to-consumer technique. These temporary outlets can take several forms. Temporary channels include mobile stores (think of it as a lunch truck for clothing) and stores within stores. Target is embracing this concept with The Shops at Target, which launched in early May. These local temporary boutiques are a partnership with small businesses, the first round being: • The Candy Store (San Francisco, Calif.) • Cos Bar (Aspen, Colo.) • Polka Dog Bakery (Boston, Mass.) • Privet House (Greenwich, Conn.) • The Webster (Miami, Fla.)

3. Limited-Edition Reinvented (Get It While It’s Hot!)

Pop-up stores are fantastic opportunities for brands and licensees to sell around an event or a season. During the recent NFL Draft, the NFL Shop at Draft pop-up store in New York City housed merchandise from a variety of NFL licensees, including Nike, New Era, Under Armour, Wilson, and Forever Collectibles. The pop-up was only open during the month of April. The pop-up shop concept isn’t new, but designer brands have changed the game. Major brands are taking the opportunity to pop-up wherever and whenever they want using interesting spaces, such as Puma’s three-story shipping container “city” that gets shipped all over the world and includes a bar, a shoe store, and

an art room. Another example is the unique design aesthetic utilized by Kate Spade’s dome shop. Pop-up shops give the brand flexibility, and meet the consumer’s immediate wants. They are the reinvented “limited edition.” Consumers can follow the locations of the shops through the brand’s social media communications. Pop-up shops allow a brand to create an environment that engages the consumer, accentuates the product, and drives the need for the “I want it now” consumer.

4. Direct to Retailer

We mustn’t forget that direct-to-consumer many times is, in practice, direct-to-retailer. Target has been successful in retailing Apple products, as well as retail exclusives from designers such as Jason Wu, Missoni, and Alexander McQueen. H&M has sold Versace and Marni labels. Retail exclusives allow designers to release a limited run of product direct to the everyday consumer. The designer maintains control of the brand, while the consumer gets to share in the excitement generated by these brands. Retail exclusives are not to be confused with celebrity-branded lines, as discussed below, which have also been quite successful for stores such as Kohl’s and Sears.

5.Virtual Stores

Virtual stores are the online version of a department store. They should allow the consumer easy access to the product they desire from anywhere. Additionally, virtual stores can be a great platform to showcase your product line, allowing the consumer to pre-shop. Direct-to-consumer success through virtual stores has been evident with such brands as Ralph Lauren, 40 percent of whose operating margin came from online sales last year, and with Macy’s, whose online sales increased 40 percent in 2011’s fourth quarter. EMarketer has forecasted that U.S. online shoppers

Summer 2012

Lacey J. Lodes licensing director, CONSOR

State of the Industry will spend $224.2 billion this year, up 15.4 percent from 2011, a more optimistic prediction than previous forecasts. As William Lynch Jr., CEO of Barnes & Noble, will note in his keynote address at the Internet Retailer Conference & Exhibition, “The Web has become the engine that drives retailing.” The key to success with virtual stores is letting it connect the consumer to the brand.

6. New Direct Channels

New direct channels are popping up everyday. Getting your product directly to the consumer whenever the consumer has the desire to buy allows you to take advantage of every possible sale. Capitalize on the consumer’s “I want it now” buying power. Look for these direct channels as a starting point to get the conversation going in-house: • direct to India, China, and other geographic locations • direct to eBay • direct to QVC, HSN, or The Shopping Channel • direct to TV • direct to new retail channels • direct to virtual stores Puma City

Summer 2012

Direct, direct, direct to the consumer—but how is the consumer involved?

Being Social Is Being Viral—Using All Social Media Platforms

Does your brand have a social media strategy in place? If not, what are you waiting for? Social media is key and currently the king of the game. The acceleration of change in branding and licensing trends is a direct result of today’s consumer being involved. Consumers are the driver, and social media gives the brand an outlet for letting the consumer drive.

1. Impact of Social Media on Direct to Retail

When the consumer has an affinity with your brand and a feeling of ownership, licensed products will sell faster. This allows you to focus those sales. A whimsical campaign photographed by Tim Walker, reminiscent of his extravagant yet romantic style, resulting in a scene that could have been right out of Alice in Wonderland, was placed on Sixth Avenue in New York City, taking up 5,000 square feet. All of this, just to promote Target’s first collaboration with designer Liberty of London. This pop-up store, combined with the hype developed through print, commercial, and a viral social media campaign, left a four-day, 300-item collection, one location pop-up, sold out on opening night. Shortly thereafter, the Target-Missoni collaboration ramped up the scale. It opened an 8,000 square foot pop-up—a 400-item collection—showcasing the bull’s-eye logos, Missoni’s signature pattern, and a home to “Little Marina,” a 25-foot-tall doll, that was all part of a social media campaign for the launch. Again, the five-day pop-up store sold out within hours of opening the second day and concurrently disabled the Target retail website within three hours of the release. Target understands the essential combination between the direct-to-consumer and

State of the Industry

product from Polka Dog Bakery at The Shops at Target

social media platforms. Target’s collaborations demonstrate how the impact of social media in branding and retailing is growing. At one time, your online strategy must-have was a website. Now, the essential need is a social media strategy.

2. Consumers Are the Driver

We find that brands that are not afraid to let the consumer have input, and those brands that also respond, get better results than those that tend to ignore issues or refuse to let consumers be “social.” PulsePoint, a management and digital consulting firm, recently conducted a survey of marketing executives. They found that 84 percent claimed social media campaigns raised the effectiveness of their brands. Additionally, companies with an “extensive social engagement presence” reported ROIs more than four times that of companies that did not engage in social media. This is not something to ignore, and collaboration is the key. Social media won’t save your brand, but it will take you down if you are not paying attention. Get your brand strategy in place. Social media is not a place to throw all your ideas at the wall and wait to see what sticks. It is important to strategize which social media outlets are right for your brand and your message. CONSOR will discuss some of the options you should consider. Regardless of how you proceed with your social media strategy, social media is here to stay and, if used properly, can improve your consumer base.

3. Social Media Strategy

What should your brand focus on when developing its social media strategy? • THE BIG TWO: Facebook and Twitter. Yes, every-

Summer 2012

one knows about the big two, but why are they the big two social media platforms? Because they are the most effective way to create buzz for your branded and licensed products. (Facebook alone had 845 million active users worldwide as of December 2011). • VISUAL PINBOARDS: Quickly becoming the third most popular social media platform, and not likely to go away soon, Pinterest is the one to watch when it comes to a brand’s influence over consumers. Here again, the consumer influences their followers by what they pin, which very well may be a re-pin from your brand’s pinboard. Pinterest users are able to click back to a website, where, hopefully, they will purchase your branded and licensed products. Successful Pinterest campaigns include Victoria’s Secret’s Pinterest Challenge, and Kotex’s Custom Goodie Baskets based on their Pinterest boards. The brands listened to their consumers and rewarded them. Real time, social media communication. Another similar new platform is The Fancy, which seems to have a more direct link to purchasing methods, and personalizes your possible shopping needs through direct emails to the consumer. • JOINT AND GROUP PLATFORMS: Foursquare and Facebook Check-In. Depending on what type of brand you are, location sharing can help create a buzz around your brand. American Express has partnered with many Foursquare locations to offer discounts and accumulation of points for future rewards, such as the Barista Badge and random gift cards. The buzz is also created when friends check-in to certain places, which make followers want to go and visit too. Foursquare and Facebook users also post why they are at those certain locations. CONSOR uses these check-ins to announce what books we are buying and the lunch destination of the day. • GROUP BUYING PLATFORMS: Consider using Groupon, Living Social, Gilt Groupe, and other group buying platforms because these offers are often shared via Facebook and Twitter. Again, these platforms help create the buzz when friends are buying; think of it as a type of “keeping up with the Joneses.” But don’t overuse this platform, or your brand will become one associated with a discount mentality, or the “I only buy it when there’s a coupon” mentality.

continued on page 134

State of the Industry

Sarah Levy

Bryony Bouyer

COO,

SVP Global Franchise Development & Marketing, Global Licensing & Publishing Division,

Nickelodeon

Hasbro How important is it to expand your brands across multiple platforms? Nickelodeon’s philosophy is to be “everywhere kids are.” We know kids are multi-platform consumers. Every kid of every age— preschoolers, kids, and tweens—goes between screens. In order to build on our audiences’ entertainment experience, we create companion events on multiple platforms to keep engagement high and strategically enhance key network initiatives. Every show on Nickelodeon has its own robust companion site, online experience, and consumer product married to it. We continue to develop programs and events that allow us to interact and enhance the viewing experience for our viewers and fans. When we create a show and market around it, we’re in a daily conversation about that content. We’ve innovated TV by being the first network for kids, and we innovate every day on the web, through online and tech applications, to keep our dialogue and relationship with the audience going. What is your strategy for approaching international and emerging markets? Internationally, we are focused on maximizing and expanding efforts in key consumer product markets where we still have plenty of opportunities to grow our existing business. In emerging markets, we’ll continue to partner with the best regional agents and licensees whose expertise and insight position us well for ongoing growth as licensing and retail sectors advance. What trends are emerging for the year ahead? Technology continues to be a top trend and an essential ingredient in toys. A number of new Nickelodeon products will use new technology to provide kids with new play experiences. All of our properties have an extensive line of breakthrough techy gadgets, including the upcoming Winx line, which launches this summer. Nickelodeon also continues to emphasize the value of basic play with partners including Lego, Hasbro, and NSI.

Summer 2012

How is social media changing the way consumers interact with your brands? Social media allows us to create a two-way dialogue with our consumers and engage them at varying stages in the awareness and purchasing process. Through key social media channels like Twitter and Facebook, we share rich content such as new product reveals and “behind-the-scenes” pictures and video in real-time. We also integrate social with traditional marketing to ensure full consumer engagement and brand messaging. How important is it to expand your brands across multiple platforms? One of the main measurements of brand strength is the reach of its content and merchandise to its target consumer base. The ability to take our iconic brands and re-imagine them on the right content platforms, such as entertainment, digital, and publishing, are critical to telling the brand story. Merchandising categories such as toys, apparel, publishing, and digital allow the consumer to celebrate their love of the brand via high-quality products. How do you collaborate with retailers for exclusive partnerships? Can you share a project that was especially significant? Hasbro works collaboratively with key retailers and licensees worldwide to tell its product stories through multiple retail touch points. Companies such as Hot Topic, Uniqlo, Macy’s, and Dillard’s engage the older fan with trend-right graphics and silhouettes. Mass retailers such as Big W, Carrefour, Walmart, Kmart, Target, Metro, Tesco, and Toys “R” Us will bring Hasbro’s brands to life at retail across all consumer categories. Online sites such as Zazzle and Fashion Playtes allow consumers of all ages to customize their favorite brands into one-of-a-kind fashions. Our My Little Pony Canterlot program at Target, which launched last summer, was a significant program because it’s a showcase example of how Hasbro reinvents its brands and works with retailers and licensees to create innovative and meaningful connections with consumers.

Elie Dekel

Debra Joester

President,

President and CEO,

Saban Brands

The Joester Loria Group

What is your strategy for approaching international and emerging markets? Our strategy is very specific to each region and market. For example, when expanding Paul Frank into China, we licensed an endemic company, Shanghai Romma, which serves as Paul Frank’s master apparel and retail licensee in that country— a collaborative model that has worked well for IP owners in China. Strategically, around the world, we engage local licensing agencies, attorneys, and experts that have the infrastructure and relationships, knowledge, and expertise in local regulations, customs, and practices. How do you collaborate with retailers for exclusive partnerships? Can you share a project that was especially significant? The role of the retailer has become increasingly important to the licensed consumer products business model. Nothing new, but now more than ever, we consult and collaborate with retailers at the marketing, merchant, and management levels simultaneously. We need to be thinking about the retailers’ business and how our brands and licensed products can help to drive success at the cash register. When Saban Brands relaunched Power Rangers in 2011, we worked very intimately with Toys “R” Us and Walmart. Working closely together with retailers enables us to sustain and ensure the brand’s ongoing, evergreen success. What’s the biggest challenge the industry will face in the year ahead? Ultimately, consumers need to choose and buy our products. So many factors can impede that result: the economy, unemployment, competitive choices for discretionary spending, age compression among kids, etc. Add to that the continuing consolidation in the retail sector, increased pressure on margins, and the tightening up of available shelf-space, and we all face a very challenging marketplace. Subsequently, the importance of strong, well-known, and beloved brands becomes even more valued by licensees, retailers, and, best of all, consumers.

What challenges are involved in targeting young adults with a property or brand? Popular licensed categories such as T-shirts and loungewear perform very well with young adults. We have had exceptional success with Pepsi, Mountain Dew, Animal Planet, and Annoying Orange in these categories. The food brand extensions are also adult-targeted with young adults often the focus of “eat and go” offerings, including the recently licensed line of Johnsonville Jerky. The key to success is designing product that fits into young adult lifestyles and being realistic about the brand appeal to this consumer. How is social media changing the way consumers interact with your brands? Social media has been a terrific asset in marketing to consumers and building brand engagement. For some properties, including Pinkalicious and The World of Eric Carle, we are using Facebook and Pinterest to engage with moms, provide activities, and build the community on a daily basis. For all the properties we represent, we are utilizing social media to drive awareness of new product, secure feedback and testimonials, and drive sales. Traditional media remains an important part of our marketing strategies, but the ability to instantly engage with consumers effectively and affordably through social media has been a game changer. What’s the biggest challenge the industry will face in the year ahead? One of the big challenges facing licensors in securing retail placement and driving consumer purchase is breaking through the clutter and competition. Retailers are seeking brands that will differentiate them and lift sales, and today’s retailers can choose from hundreds of properties. Successful licensors are clearly articulating the unique selling proposition of their properties to retailers and, once on shelf, actively participating in driving sales. This requires expertise and investment. Ultimately, successful properties reinforce the power of licensing and the relevance of the industry.

Summer 2012

State of the Industry

Liz Kalodner

Liza Abrams

EVP and General Manager,

Vice President, Licensing & Corporate Communications,

CBS Consumer Products What challenges are involved in targeting young adults with a property or brand? When it comes to a fashion-related brand, any design, style, or silhouette has to be letter perfect for the young adult consumer who has a finely tuned barometer for trend-right merchandise. In addition, the young adult is digitally savvy and social media fluent. Any brand marketing has to be finely honed in the right terminology for the right medium. And, perhaps most important, this consumer is one who is constantly learning and changing, absorbing new content and adapting to new information and new technology, so any effort against the young adult must be current and relevant. What is your strategy for approaching international and emerging markets? International markets continue to represent the largest growth opportunity for us as we expand our reach and expose our portfolio to more regions. Because our library is so vast, we try to focus on the top three to five properties in each market, and license more categories to fewer partners in order to maximize the efficiency of an international operation. What’s the biggest challenge the industry will face in the year ahead? The challenging global economic conditions continue to affect the industry, not just in revenue potential, but in the delicate balance among licensors, licensees, and retailers. In anxious times, licensees want greater exclusivity at the same time that licensors are least willing to give it. And manufacturers want to license more categories to lock them up at the same time that brand owners want to spread the property across a greater number of partners to mitigate risk. Retailers want better terms at the same time that licensors and licensees are least prepared to afford them. The continuing shift to e-commerce from brick and mortar further aggravates these issues as retailers and licensees feel less settled in a digital and on-demand world.

Summer 2012

Sakar What is your strategy for approaching international and emerging markets? Before launching a product through international channels and emerging markets, we launch a program in the U.S. This way we can make sure it has legs, it’s up and running, and all the kinks are worked out. Afterward, we look to expand first into English-speaking territories before hitting other global and emerging markets. We have offices in Europe, Latin America, Canada, and Asia, which helps facilitate our international expansion and integration. How do you collaborate with retailers for exclusive partnerships? Can you share a project that was especially significant? We launched our iCarly and Victorious lines exclusively with Toys “R” Us for a short period of time around the holiday season before we expanded to other outlets. This strategy works well for us because a big name retailer is able to help build awareness and excitement around a product or property. Other retailers take notice and may gravitate toward the license or item. In other cases, Sanrio (Hello Kitty), for example, there are a few retailers that each have their own style guide for art and packaging and we are able to run separate programs for each. We also develop product and property mixes to match a store’s specific style guide; Hot Topic is a good example of that. What trends are emerging for the year ahead? The big buzz word is “app-cessories.” Every manufacturer is trying to come up with products that relate to apps. It’s a huge business right now and no one knows how far it will go. Sometimes, these things tend to burn out quickly, but some, like Angry Birds, clearly have legs beyond just the app. The whole concept is still in its infancy, but there is a lot of potential. Mattel and other big names in the toy industry are getting involved in this space, which is very telling. We got on board with our Disney AppClix Camera, app-based karaoke machines, and some other items that we’re working on now.

State of the Industry

Howard Beige EVP,

Rubie’s Costume Co.

How do you collaborate with retailers for exclusive partnerships? Can you share a project that was especially significant? Typically, Rubie’s, the licensor, and the retailer will put together a promotion that will allow the retailer to have the exclusive products to supplement their in-store boutiques for Halloween. For Halloween 2011, Walmart, Mattel, and Rubie’s worked together to bring Monster High to the forefront of their Halloween program by putting together a merchandise program filling two Walmart end caps in their Halloween department.

Ashley Maidy

Eric Morse

Head of Global Licensing and Partnerships,

Senior Director of Licensing & Product Development,

Activision

Spirit Halloween

How is the strategy for licensing a video game property different than licensing for more traditional properties? Unlike traditional licensing, we actually started at retail with a consumer product [for Skylanders]. We created an enormous footprint at launch right out of the gate—over 60,000 linear feet—and, based on the success, we’ve been able to increase that footprint not only with the game itself but through licensed merchandise. Buyers outside of the electronics department have embraced the concept of gaming and look to draft the success in their own departments. What is your strategy for approaching international and emerging markets? We are appointing international agencies to work hand-in-glove with us to execute against our strategy, which entails partnering with best-in-class licensees in markets where we have solid distribution. This will ensure that we can maximize our efforts at retail and expand into consumer products outside of our core. Our leading markets are currently Western Europe and Australia/New Zealand, so we have assigned CPLG (Europe) and Wild Pumpkin (Australia) for the respective territories. Looking ahead we will be expanding into Latin America and Eastern Europe, as well as Asia.

Summer 2012

How is social media changing the way consumers interact with your stores? It has opened up the communication tremendously. With nearly 1 million fans on Facebook, they have a chance to engage with us and have a voice. When it comes to licensed properties, social media allows a licensor to quickly and easily promote Spirit to their fans. This becomes a win-win situation as it introduces a new fan base to Spirit and inspires them to become their favorite characters, driving sales and brand awareness. What’s the biggest challenge the industry will face in the year ahead? Halloween is evolving and our guests are becoming more creative every year. The Halloween enthusiast wants to be something unique and show their personal style. They look to Spirit for accessories and costumes that will fill that need. Our buyers scour the market to find unique licensed products to meet the demands of this growing segment. Our challenge arises as licensing agreements become narrow by channel or by season. This restricts the merchandise available to us, thereby limiting our ability to surprise, delight, and scare our guests, which is what Spirit is all about!

State of the Industry

David Luner EVP, Licensing and Consumer Products,

FremantleMedia Enterprises

What challenges are involved in targeting young adults with a property or brand? The single biggest challenge is breaking through the clutter and creating a meaningful, long-term relationship around your brand. In today’s fragmented entertainment landscape, consumers have more options than ever before. This gluttony of “on-demand” content has created a cluttered and competitive landscape, which has increasingly made the growth of brand loyalty more difficult than ever.

What trends are emerging for the year ahead? The biggest trends for the upcoming year are occurring within the merging of the digital, retail, and brand spaces. The digital landscape is constantly providing new, innovative, and lucrative licensing and branding opportunities driven primarily by gaming. The interactive space is creating, building, and launching brands that are crossing all platforms, media, and retail outlets. Retail products and traditional toys are becoming more interactive, personalized, and customizable experiences, creating an exciting landscape for brand expansion and exploitation.

What makes an app a good property for consumer products licensing? The formula for creating a good app property for consumer products licensing is no different than for any other sort of entertainment brand. It’s about brand awareness, emotional attachment, merchandisable characters, and sustainability. There are a lot of great apps out there that have some of these, but without them all, an app with even the highest download numbers is no different than a top-rated TV show that has no key merchandisable elements. People will watch, but most likely won’t buy a product based on it. With Cut the Rope, we’ve been extremely conscious of this, knowing that as we develop the gaming experience it’s just as important that we continue to develop Om Nom into a star. We update the app regularly, releasing new levels, game elements, and characters to keep consumers engaged in the brand since we’ve found that the gameplay creates a significant emotional connection between Om Nom and the player. It’s clear that our fans want Om Nom outside of the game, and it’s this emotional connection that differentiates Cut the Rope from other apps and provides the underpinning for a merchandising program.

Tanya Haider

Head of Licensing and Merchandising,

ZeptoLab

What’s the biggest challenge in app licensing? The biggest challenge in app licensing is the unknown. How are apps measured? What do the measurements we do have mean? Are apps sustainable? Where are they placed in stores? There are so many questions. The truth is that the market doesn’t like risk, but when it gets down to it, apps are no riskier than any traditional entertainment brand, and the right ones are probably far less risky due to the ability of apps to quickly address market issues and customize to address market needs. If you release a bad season of a TV show, it takes years to correct the problem. If app exposure slips, however, corrections can be made within weeks or months, with updates delivered directly to the end user. It’s a great competitive advantage. What challenges are involved in targeting young adults with a property or brand? There are certainly challenges. You need to create a product that is fresh and cool—something that has the “wow” factor. Interest spans for young adults are different than other demographics, making the categories of what you can offer successfully much narrower. Teens and tweens aren’t buying the toys, they’re buying the accessories. They want to buy products that are part of their lifestyle and that make a statement about who they are. We’re lucky with Cut the Rope that we’re able to offer something for everyone because we have such a broad audience that spans multiple demographics, not just teens or younger children.

Summer 2012

State of the Industry

Pam Westman

Marc Mostman

Regional Head, The Americas,

Partner,

Hit Entertainment How do you collaborate with retailers for exclusive partnerships? Can you share a project that was especially significant? Different retailers are better at reaching different consumers, and, with exclusive retail partnerships, we can tailor programs and products that are most appealing to those groups. For example, Hit has had a strong, long-standing relationship with Toys “R” Us for Thomas & Friends. Each year, we host three exclusive Thomas & Friends play dates at all 855+ Toys “R” Us stores that attract 15,00020,000 guests. The play dates create an in-store Thomas experience for boys, with trains to play with, story time, coloring sheets, and party games, and we offer parent coupon offers that drive sales. In the e-tailing world, Amazon has the most comprehensive Thomas & Friends brand store that is a one-stop shop for all Thomas & Friends consumer products, from DVDs and books to toys and apparel. How important is it to expand your brands across multiple platforms? To grow and expand our brands and deepen our relationship with our consumers, it is vital to extend our brands across all touch points in their daily lives. Rather than relying on being just a toy property or just a television program, our brands can be found across consumer products, live events, home entertainment, broadcast programming, and digital entertainment. These touch points help us to grow our business simultaneously across multiple platforms, and also builds affinity with parents and kids to transform our brands into a complete brand experience. It is important to have brand presence on the platforms that consumers are using the most, and two of these platforms are apps and social media. Through our digital media business, we offer a portfolio of apps that increases brand awareness and gives kids an entirely new way to experience our brands. In addition, with social media we’ve enhanced the brand experience for parents, providing them with an opportunity to interact directly and personally with our brands.

Summer 2012

Striker Entertainment What is your strategy for approaching international and emerging markets? Striker Entertainment works with a network of international agents in the various territories who are focused on local deals and emerging markets, so we are constantly evaluating opportunities worldwide to make sure the properties we represent are reaching maximum penetration. Striker has also been doing licensing deals with worldwide companies with global distribution. The overall strategy is to align the properties we represent globally with the best companies in the respective territories. How is the strategy for licensing apps different than for more traditional properties? Striker Entertainment is in the business of licensing great content worldwide. The fact that the content may come from an app rather than a film or television show does not change the way we handle the licensing program. We identify the consumer, the retail marketplace, and the best licensees to pull together a cohesive, top-notch program that captures the essence of the brand. The goal is to create a licensing program that supports the growth of the property (marketing support) and generates revenue (royalties). Striker goes into every deal with the expectation that the property will be a success. We do rely on our relationships and our track record to convince manufacturers and retailers to back the properties we represent, but we have found that the world has become much more open to looking at great content that comes from non-traditional sources, such as apps. We recently announced that we are representing certain licensing categories for the new Pac-Man animated series (Pac-Man and the Ghostly Adventures), which is set to air in fall 2013. This is a cartoon based on a classic video game, but we are confident that the licensing program will help reintroduce the character to a new generation of fans. There will be a video game, a toy line, and a complete merchandise program to support the launch of the animated series, and we are confident that there will be a resurgence of the brand.

State of the Industry

Maura Reagan

Jordan Sollitto

SVP and General Manager, Global Consumer Products,

EVP, International Licensing,

Sesame Workshop How important is it to expand your brands across multiple platforms? Sesame Street is an everyday, everywhere brand. We work hard to ensure our content is available wherever, whenever: on television, online, apps, books, VOD, etc. The same can be said for our products. We partner with best-in-class to ensure our products can be found in all channels of trade and in as many different aisles as possible—well beyond toys and apparel. Every preschooler wants to live in “Elmo’s World,” and every mom knows her day is a little bit easier when Elmo and friends are along, from helping her preschooler get out the door with the Elmo backpack, to grocery shopping for healthy snacks from Earth’s Best. How do you collaborate with retailers for exclusive partnerships? Can you share a project that was especially significant? Sesame Street is fortunate to have a portfolio of characters and story themes that provide great opportunities for exclusive retail partnerships. We strive to ensure our products are available everywhere and to everyone, but we also enjoy working with retailers to create unique Sesame experiences. We enjoy tremendous success in Canada and Australia, with Zellers and Target respectively, with infant-Sesame Beginnings programs. What are the challenges in refreshing an evergreen property for a new audience? The challenge for us is less with our core consumer— preschoolers—as we create a new show every season. Our challenge is in how to update and refresh our Sesame story at retail. We do this by using our content to drive our creative. Strong story themes, new creative, and refreshed packaging all help to keep our brand relevant and appealing.

Summer 2012

Warner Bros, Consumer Products What challenges are involved in targeting young adults with a property or brand? We have so many brands that appeal to young adults, and the challenge is communicating with them in the distribution tiers and places where they hang out, and finding where and how your message has some real credibility and resonance. The Batman property is a perfect example of how we target and reach this demographic, while still adapting it into such a powerhouse for retail with licensing and merchandising programs for fans of all ages; The Dark Knight Rises is a mature skewing film, Arkham City video games broaden the target demo, and there are toy lines for all Batman fans, from toddlers to collectors. From the consumer product perspective, we’ve done everything to target the multiple demos and speak to them where they live; then we create products for retail that will appeal to them in the places they shop. With young adults, it’s mostly collector-oriented and apparel-based. With kids, it tends to be more toys, back-to-school, and accessories. How do you collaborate with retailers for exclusive partnerships? Can you share a project that was especially significant? A good example is found in our partnership with French food retailer Système U. Working with Système U, we developed more than 100 food products that use the Looney Tunes characters as a branding mechanism to make healthy eating a more fun and funny proposition for kids than it would be otherwise. It’s a really good example of how we work with a single retailer to address a specific need, which, in this case, was how to make this whole premise of healthy lifestyles more compelling and fun for kids. What is the biggest challenge the licensing industry will face in the year ahead? The biggest challenge that we’re confronting is the macroeconomic challenge. Western Europe constitutes a big part of our business and it’s important that we know how to adapt for licensees and retailers, make smart judgments, and show flexibility. Our business is in good shape and we’re very confident, but we keep tabs on the microeconomic situation constantly.

Jim Kipling

Janet Hsu

Of Counsel,

COO,

Wood, Herron, & Evans LLP

Sanrio

What is the most common mistake licensors make in protecting their I.P.? What is the No. 1 tip you would give licensees before signing a license deal? Both the licensor and the licensee must begin by asking themselves a third question: “What is my business plan for this property, and what must I do at this juncture in order to achieve it?” Licensor: To achieve a favorable financial outcome, a balance must be struck between the extensiveness of the protection sought and the costs of doing so. Ownership of a trademark in the U.S. ultimately depends upon actual use of the mark in interstate commerce in connection with a category of products. A potential licensor who has used its brand only for hand tools (perhaps, the Stanley brand as used in 1912) will not have established ownership in products outside of hand tools, e.g. toys. Nevertheless, it can achieve a position of priority by filing an “intent to use” trademark application with the United States Patent and Trademark Office (PTO) for the planned expansion categories. The Stanley Company tested the water with initial licenses closely related to its own traditional product categories and had a level of success before “rolling out” registrations more broadly. Had the company initially sought registration of its brand in dozens of categories and its licensing program not been successful, the funds expended could have been wasted. Today, the Stanley brand has been licensed and registered in such diverse categories of goods and services as home security systems, gardening equipment, and clothing—as well as toys. Licensee: The licensee must know how, when, and where it will use the property, and what it can afford to pay. It also must be aware that there can be land mines and pitfalls in licensing agreements, and know how to adjust them before signing. The licensee must be able to discern whether or not the agreement grants the scope of rights required to put the plan into operation within the desired territory and channels of distribution, for the length of time that the licensee anticipates its products to remain viable, and with appropriate protections against loss of rights or interference from competitors. It must determine whether provisions of the agreement might enable the licensor to increase the licensee’s payment obligations under unforeseen circumstances. A good example is the “most favored nations” provision that can automatically trigger royalty escalation.

Hello Kitty has signed many new licensing partners in the past year. How do you maintain control of a brand’s core essence while branching out so rapidly? We find the best partners who are able to translate and execute the brand’s core essence. This process is collaborative to ensure high quality and design. Sanrio manages the growth strategically, aligning the right product with the right distribution channels. It is important for Sanrio to ensure that there are enough access points, as we have a diverse fan base. However, the brand’s core essence isn’t compromised with the increased access points. Ultimately, the objective is to deliver a unique and authentic experience to all of our fans. What has been your biggest challenge since being named COO? This challenge is not specific to Sanrio. There is always the challenge of evolving brands as the world around us changes. It is important to always stay relevant and connected. There are additional challenges with the economic situation in the U.S. and around the world. During more difficult times, we try to emphasize the “small gift, big smile” philosophy and maintain a product portfolio that offers something to consumers at all price points. What trends are emerging for the year ahead? The digital space continues to become more and more a part of everyday life. This will increase global access and how we communicate. For companies in general, social media is becoming one of the primary ways of communicating with consumers. That space is evolving every day. Keeping up with that going forward is going to be critical to staying connected to consumers. It is more important than ever to be timely and relevant.

Summer 2012

Property Proﬁle

Mike the Knight

Licensor: Hit Entertainment

Main Characters: Mike the Knight, Evie, Squirt and Sparkie, Galahad Audience: Preschool-age boys and girls

Show Producers: Hit Entertainment and Nelvana Studio

U.S. Broadcaster: Nickelodeon and Nick Jr., since February Show Summary:

Mike the Knight is a CGI animation for preschoolers, which transports viewers to a bygone age filled with castles, quests, and dragons. With his rallying cry, “Be a knight, do it right!,” the heroic Mike conjures up the excitement and enchantment of medieval times into the life of the modern preschooler. Mike is a young boy with a big future. The son of the king and queen of Glendragon, Mike is determined to become a great and noble knight like his father. He is joined on his adventures by his companions Squirt and Sparkie—two extraordinary and eccentric dragons—and his trusty steed, Galahad. Mike's sister Evie, a trainee wizard, often tries to lend a hand, even though her spells often hinder, rather than help, her brother’s progress. Through his endeavors, Mike discovers the power of responsibility and learns about doing things the right way.

Summer 2012

Hit Entertainment’s Medieval-Themed Property Gallops Toward U.S. Retail

by Melissa Tinklepaugh

it Entertainment’s CG-animated series Mike the Knight delivers fantasy, magic, and adventure to preschoolers, while teaching them lessons that transcend the medieval age into modern day life. Enchanting children with a world of castles, dragons, and trolls, the young knight-in-training takes viewers on quests that demonstrate responsibility, friendship, and determination. “The whole medieval-themed play pattern of Mike the Knight is one every child goes through on their own,” says Stacey Reiner, head of consumer products licensing, U.S., for Hit Entertainment. The show first launched in Canada on Treehouse in September, and then in the UK on CBeebies in October. After launching Mike the Knight on Nickelodeon and Nick Jr. in February, Hit Entertainment is planning a U.S. consumer products program to debut at mass and specialty retailers next year. Mike the Knight has attracted both girls and boys because of its characters, creatures, and colorful, imaginative world. A strong character for girls, Mike’s sister Evie tries to perform magic that ofttimes backfires. Appealing to both genders, the creatures on the show include Mike’s horse, named Galahad; two dragons who are Mike’s best friends; and the queen’s two dogs. Hit is securing a master toy partner for its U.S. consumer products program, and plans to launch toys in fall 2013. “We’re actually in the midst of designing some toys, and I believe Mike will be targeted for both [genders] with the items that we’re working on right now,” says Reiner. The company named Simon & Schuster as the global publishing partner in March 2011, before the show debuted in Canada and the UK last fall. Under a fiveyear agreement, Simon & Schuster has obtained rights

to publish books, in all categories apart from annuals, based on the animated series. The publishing program will launch in the U.S. with story readers and 8x8s in summer 2013, says Reiner. In the meantime, Hit plans to launch Mike the Knight apps this summer. Reiner says she’s signing partners for Halloween costumes, sound books, magazine publishing, party and cake decorating items, puzzles, and games. She has also received a host of proposals including master apparel, pajamas, and ancillary categories. After showing Mike the Knight to partners within the past six to eight months, creating awareness, Reiner says the licensing community’s feedback has been stellar. “I think because people are very excited about what Mike has to offer from the whole medieval-inspired knightly program, they wanted to get on board earlier.” Hit has sold the show to 17 international broadcasters in total, and signed CPLG Benelux, TF1 Licenses (France), and Super RTL (Germany) as licensing agents in their territories. The licensor appointed Character Options as the UK and Ireland master toy licensee in March 2011, and the preschool property now has more than 40 international licensees for products. “Everyone knows Hit Entertainment is an awardwinning, content producer of children’s shows, and I think they were waiting for that next big show. We are the home to Thomas and classics such as Barney and Bob and Fireman Sam,” says Reiner. “I think Mike the Knight added into our portfolio has been very well received.” ••••

Summer 2012

Licensing Show 2012

Character & Entertainment

The Licensing Shop Gets Trashy

In addition to launching series two of The Trash Pack this year, launch toys this year, with NCircle launching the first DVD this The Licensing Shop plans to extend the brand to include licensed fall. Two publishing partners will be announced shortly. Based on the designs of Noah Z. Jones, the series is goods, including apparel, publishing, and backa comedy about underwear-clad animals set packs. The Trash Pack is a collection of icky at the beachfront hotel, The Banana Cabana. characters named after all that one might Dino Dan, the Nick Jr. live-action CGI find in their trash can. The next wave of hybrid, follows the adventures of paleonTrash Pack will feature new orange tologist-in-training Dan Henderson and his bins, 168 collectible Trashies, and friends as he uncovers the secrets of new special edition Moldy Trashies dinosaurs. During each episode, Dan takes to collect and trade. an ordinary situation and spins it into For The Licensing Shop’s Almost a dino-adventure full of informaNaked Animals, which launched on tion and fun-filled facts. There Cartoon Network last June, are 52 episodes currently airing, licensees Basic Fun, Underground The Trash Pack with another 52 in production. Toys, and Character Options are set to Garbage Truck

A Milestone Year for Classic Media

Classic Media is gearing up to present its stable of classic entertainment properties, including Where’s Waldo?/Where’s Wally?, Masters of the Universe, and Postman Pat, along with the newly acquired preschool brands Noddy and Olivia. As Waldo gets set to celebrate his 25th year in hiding, Classic Media has announced a host of new licensees, a broader retail presence, and several new territory launches. Both Where’s Waldo? and Where’s Wally? continue to build on their successes as gaming franchises with the recent launch of the properties’ first Android app from Gameloft, the upcoming release of the third Apple app from Ludia, and the first Facebook game, also from Ludia. Techno Source, Concept One, and Jem Sportswear will debut consumer products this fall. Territories launching a 25th year-centric consumer products program include France, Spain, and Korea. This year will also feature more publishing SKUs than any other year in Waldo’s history. Since the debut of Mattel’s Masters of the Universe toy line 30 years ago, the franchise has continued to hold onto both mass and cult appeal. Classic Media has now brought

Summer 2012

on a slew of new licensees to complement the original toy launch. Key partners include DC Comics, Changes for apparel, Disguise for costumes, New Era for headwear, Mill Creek for a 30th anniversary DVD, and Funko for a line of bobbleheads. Classic Media introduces the addition of two new preschool heritage brands, Noddy and Olivia. Momentum continues for Noddy, a French property, with a new toy line from Lansay, a publishing program from Hachette, and a full consumer products program. In the U.S., Olivia’s adventures continue as the brand rolls out products from new partners Just Play and LeapFrog. Classic Media has planted its flag on 2013 and deemed it “The Year of Pat,” in recognition of Postman Pat’s feature film debut. The film will be released in the UK in May 2013; season two of the TV series will hit CBeebies the same year. Timed to the launch of the new entertainment, consumer products will relaunch with toys, publishing, and more. New partners for Voltron, and news regarding the seasonal favorites Santa Claus Is Comin’ to Town, Casper the Friendly Ghost, Frosty the Snowman, and Peter Cottontail will be released this year. Noddy

Licensing Show 2012

Character & Entertainment

Genius Brands Looks to Go Digital

Genius Brands International, developer and marketer of entertainment products, including the Baby Genius line of music- and education-based products, gets set to expand its brands and educational content into the digital world. Having already announced the fall launch of a line of 20 new Baby Genius musical and early learning toys from Tollytots, and this past Februaryâ&#x20AC;&#x2122;s start of

a yearlong Wendyâ&#x20AC;&#x2122;s Kidsâ&#x20AC;&#x2122; Meal promotional program for the U.S. and Canada, Genius Brands now seeks branding opportunities among all existing and emerging digital platforms. In addition to its Baby Genius brand, Genius Brands will also seek potential licensees and manufacturers for its Little Genius and Kid Genius brands.

FremantleMedia Reveals New Brands

In the upcoming year, FremantleMedia Enterprises plans to expand several child-friendly brands, including Tree Fu Tom, The Aquabats Super Show!, Bellator Fighting Championships, and Monsuno. Tree Fu Tom, an animated fantasy-action series, encourages viewers to interact with the show through physical actions that have been devised and approved by movement development specialists to assist in the development of children. FME is taking a phased approach to its consumer products roll-out strategy in order to maximize consumer awareness and build character recognition. For the initial launch, FME is looking for licensing partners in core categories for toy, publishing, apparel, and DVDs. For the full launch, FME is seeking partners across outdoor/sports, interactive games, stationery, dress-up, novelty, puzzles, and tableware. The Aquabats Super Show! follows five musicians on their never-ending quest to battle evil with music. The characters are fictionalized personas of the real members of cult classic rock band The Aquabats, which debuted in 1994. FME will manage the ancillary rights for the brand across a broad range of categories, including apparel, costumes, publishing, and games/gadgets. Bellator Fighting Championships, the premier tournamentbased mixed martial arts organization, showcases a unique format of world-class fighting with a 12-week, eight-man tournament fea-

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turing some of the most dynamic fighters in the world. FME will handle the licensing, digital, and ancillary rights for the U.S. and international markets, and will explore a range of opportunities across co-branded products, licensing partnerships, e-commerce, sponsorship, and more. Monsuno, a show about battle creatures with destructive potential, premiered on Nicktoons in the U.S. in February and has since seen strong ratings growth. The series will now roll out in more than 60 markets worldwide, with multi-platform launches in the UK, Australia, and New Zealand this past spring on Nicktoons, and further free-to-air deals to be announced. As distribution and ancillary rights agent for the brand, FME recently signed agreements with Jerry Leigh of California, Inc. to introduce a range of apparel, including graphic Tshirts and bottoms for boys; VIZ Media, LLC for paperback and digital graphic novels (U.S. and Canada only); and Accessory Innovations for accessories including backpacks, lunch totes, messenger bags, and more (U.S. market only). FME is seeking new global partners for phase two in categories including additional apparel, graphic novels, and sticker and activity books; and for phase three in categories including games, outdoor toys, dress-up and role play, activity and crafts, board games, and puzzles.

Licensing Show 2012

Character & Entertainment

Skylanders Soar with Activision

Activision Publishing, Inc., a wholly owned subsidiary of Activision Blizzard, Inc., has secured a core group of licensees to help launch a comprehensive merchandising program for Skylanders Spyro’s Adventure, one of last year’s top 10 video gaming titles. The company has secured partnerships with best-in-class licensees, including JEM Sportswear (T-shirts), Mad Dog Concepts (sleepwear), ABG Accessories (headwear and cold weather), Thermos L.L.C. (lunch kits and Funtainers), BDA/POWER A (carrying cases and game accessories), Rubie’s Costume Co. (Halloween), Brady Games (strategy guides), and Trends International (posters). Activision has also announced a global licensing partnership with

Penguin Books Limited for a series of books and apps to sit alongside Skylanders Spyro’s Adventure. The Skylanders publishing program will be the next tie-in range to expand the digital brand with exclusive downloads, guides to the world, and original stories that are inspired by the game. Penguin Children’s Books will publish five titles under its Media & Entertainment imprint beginning this spring. The debut title, The Doomsday Quest, was an ebook, which released in April. The physical Doomsday Man title will publish in October, along with Master Eon’s Official Guide, Magic & Tech Handbook, and a sticker book.

Tree Rex in Skylanders Giants

Aardman Gives Wallace & Gromit a New Look

Aardman Rights has secured licensing and promotional partnerships to maximize Wallace & Gromit’s British credentials. Several licensees have come on board, including Danilo for calendars, ECP for a range of homewares, Swan for Wallace & Gromit kitchen appliances, and Huntley & Palmer for biscuits and confectionary. Rainbow Designs is developing a giftware range that includes plush, mugs, slippers, and key rings. Aardman recently launched a new style guide for the brand, which includes a contemporary take on nostalgic themes, with a fresh color palette and iconic British imagery ready for celebrations and events this year. Aardman also renewed its deal with Chocoolate, a high-quality Hong Kong-based apparel retailer, which will use Wallace & Gromit characters to promote clothing ranges through dressed window

display mannequins, advertising, and both retail and promotional product. The campaign runs from this fall to next summer. Viewers of Shaun the Sheep have been able to download 15 free films in 3-D exclusively via Nintendo Video, and play the game Fleece Lightning, released by Chillingo in April. Aardman Rights recently acquired third-party representation for several properties. The company has partnered with Channel 4 as international TV distributor for The Snowman 2, securing global TV distribution rights, excluding the UK and Ireland, and DVD rights in the U.S. and Japan. Aardman Rights has also partnered with Walker Productions and Jam Media as international TV distributor for the preschool series Tilly and Friends, and has recently announced TV and DVD rights deals with WDR and the WDR Media Group in Germany, DVD placement with ABC Australia, and a TV deal with TVOKids in Canada.

Wallace & Gromit

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Licensing Show 2012

Character & Entertainment

Hit Entertainment Pulls Into Licensing Show

Hit Entertainment’s Thomas & Friends introduces new friends and destinations this year and highlights the narrow gauge engines on the Island of Sodor in the forthcoming CG-animated, 60minute feature Blue Mountain Mystery, set for worldwide release on DVD this fall. To support this feature event, Thomas & Friends licensees worldwide, including Fisher-Price, Random House, Egmont, Mega Bloks, and Tomy, will create more than 75 tie-in products, including books, games, engines, play sets, apparel, bedding, and accessories. New Thomas licensees in the lifestyle category include Sakar for electronics, Cardinal for games, Moose Mountain for ball pits, Diggin It for inflatable beds, Tri-Coastal for stacking boxes and storage containers, MZ Berger for health and beauty items for preschoolers, PTI Group for Easter baskets, Feral Interactive for games for PC and Macs, Eden Marketing for learning chopsticks, and Heys for hard-sided luggage. Hit has re-signed Ravensburger to bring new Thomas puzzles to market. Discovery Bay Games and Hit will introduce the first Thomas & Friends iPad game appcessory and corresponding apps. The new Thomas & Friends-branded Duo appcessory will offer app-supported active play for iPad, and is slated to be introduced this fall. In Latin America, new apparel and accessories partners have been lined up, and, in Asia, a Thomas & Friends licensing program will kick off following the program’s launch on CCTV in China last year. Hit and Corus Entertainment’s Nelvana Studio have teamed up to produce 52 12-minute episodes of Mike the Knight, a new CG-animated preschool series that takes viewers into a rich world of castles, quests, dragons, and trolls. A total of 17 international broadcasters have signed on for the series so far. Nelvana Enterprises represents the series in broadcast and home entertainment in Latin America and France, as well as broadcast in the U.S., while Hit represents Mike the Knight in all other territories globally. More than 40 licensees have signed up with Mike the Knight.

Summer 2012

Product roll out has begun at retail in the UK, and a full U.S. consumer products program will debut at mass and specialty retailers next year. Master toy licensee Character Options will launch a new range of Fireman Sam toys internationally later this year. Product is also available for distribution opportunities throughout EMEA. Fireman Sam toys and other consumer products will launch in Australia this year. Two new Angelina Ballerina DVDs will release this year, and Hit has named new partners for the property. AB Studio Licensing will license an Angelina Ballerina dance curriculum to studios in the U.S. The Angelina Ballerina Dance Academy will commence this fall. The program teaches beginner dance at two levels developed by dance education specialist and master teacher Beverly Spell. This summer, the All Inclusive Collection will launch newly designed kids’ clubs and interactive indoor and outdoor kids’ areas featuring Hit’s “Little Big Club” with Thomas & Friends, Barney, Bob the Builder, and Angelina Ballerina. The Little Big Club will feature a live show with Hit’s characters, regular character appearances, and permanent character attractions. The first The Little Big Club theme park will open this fall in the Puteri Harbor, Malaysia. UK master toy licensee Character Options will launch a new range of Bob the Builder toys later this year, including new play sets, vehicles, and figurines. This summer, Red Toolbox will debut a new line of Bob the Builder-themed real working tools and wooden kits for preschoolers in the U.S. A new Bob the Builder website with CGI artwork debuted in the UK earlier this year and rolls out to all other territories throughout the year. Barney, another Hit property, will see a new DVD, Barney’s Most Loveable Moments, launch this fall in the U.S. Timed to the 2012 Summer Olympics, the Rainbow Magic book series (Orchard Books in the UK; Scholastic in the U.S.) released a special Olympia the Games Fairy in May. Rainbow Magic books are also available in e-book format with Rosetta books in the U.S.

Licensing Show 2012

Character & Entertainment

Beairdo’s Runty Makes a Run for It

Beairdo “Ryan Beaird” has been a cartoonist for more than five years and has recently started gaining exposure in the UK and abroad for the “Jack and Runty” comic strips and “The Runty Show.” The comics have now secured publication in newspapers in India and the U.S., and Beairdo is in initial discussions with the German Press Association to distribute the cartoon strips to newspapers around the world beginning this August. He is also on the lookout for agents to come onboard and secure new licensees to produce Jack and Runty products to coincide with the brand’s launch later this year. Runty is a compulsive lying British charlatan on the run from the Queen of England, seeking refuge in New York after urinating on her antique carpet. Runty’s many adventures feature him using his British charm to get himself out of trouble with Jack, the leader of the unsuspecting New York family with which he is staying.

Bliss House Laughs

Bliss House plans to honor Monty Python through new partnerships and products. Bliss will launch a new line of Monty Python apparel. New licensees Liquid Blue and Changes recently launched their T-shirt lines, which display iconic Monty Python phrases. Bliss House is seeking additional companies to wreak havoc on polite products everywhere, especially products that “talk,” calendars, apps, hats, toupees, novelty products, and condom marketers.

Summer 2012

Moshi Monsters Publishing

Mind Candy announces that four new publishing partners will join its Moshi Monsters portfolio. New titles from Penguin and its imprint DK; Scholastic; Reader’s Digest; and Prima Games, an imprint of Random House, will be available at retail this year. Penguin will debut children’s paperback, hardcover, and electronic offerings, while its DK imprint will offer a Moshi Monsters character encyclopedia and an Ultimate Stickers Collection. Additionally, Scholastic will offer Moshling collector’s guides. Reader’s Digest will offer children’s novelty books. A print strategy guide for the Moshling Zoo Nintendo DS game will be released by Prima Games. SkyJack has extended its North American partnership for the U.S. and Canada version of Moshi Magazine.

Big Idea’s Veggie Garden Grows

Big Idea Entertainment, a member of the Classic Media family, will showcase its new licensing, promotional, and retail programs for the VeggieTales brand as it gears up to celebrate the property’s 20th anniversary next year. This year will see the launch of new products, such as crafts and activities from The Orb Factory, live plant containers from Masterpiece Flower Company, homeschool curriculum from A Journey Through Learning, wall murals from Wacky Wallscapes, and multiple educational and game apps from Ruckus Media Group, Weeblets, Moveable Code, and ReelCards. Big Idea Entertainment will release a do-it-yourself Friendship Box, allowing kids to build their own “treasure chest” to store special items. These new licensees join the VeggieTales’ alreadyexisting roster of premium partners that includes Strottman International, ConAgra, Day Spring/Hallmark, Bendon Publishing, and Enesco, among others. Open categories for VeggieTales include food and beverage, health and beauty, apparel, school supplies, party supplies, electronics, and game and book apps.

CMG Worldwide

CMG Worldwide added an array of brands to its client list this year. Celebrities include actor Jimmy Stewart, comedians Andy Kaufman and Don Adams, physicist Dr. Richard Feynman, violinist Guy Lombardo, and actress Jane Russell.

Guru Studio’s Justin Time Sprouts

Guru Studio debuted its first original adventure series, Justin Time, on the preschool channel Sprout in the U.S., this past April. Sprout has acquired two seasons of the show that is already airing on Discovery Kids Latin America and Disney Junior. Justin Time features a young boy named Justin who embarks on imaginary adventures with his make-believe friends Squidgy, a shape-shifting piece of yellow clay; and Olive, the group’s trusty navigator. Together the trio takes off on a series of historical adventures that feature everything from Vikings on the high seas to a lost monkey in outer space. The Justin Time website, co-produced by Zincroe and Guru Studio, invites preschoolers and parents into Justin’s world to extend the fun and pro-social messages of the series with online scroller games and related apps. Guru Studio has partnered with Immedium for a Justin Time book series. The first book in the series, Justin Time, The Pancake Express, is based on an episode from the TV show.

CBS Brings New Meaning to “Live TV”

CBS Consumer Products’ Star Trek will take center stage this year as the franchise gets set to ring in the 25th anniversary of Star Trek: The Next Generation. Looking ahead, the May 2013 release of J.J. Abrams’ second Trek film will be supported by master toy partner Hasbro and a new multi-platform video game from Namco Bandai. Bringing the galactic experience off screens, CBS, along with Media Ten, will return the famed Star Trek convention to London for the first time in 10 years. The event will host all five captains from the many iterations of the series, including William Shatner, Patrick Stewart, and Scott Bakula. CBS and Media Ten will partner up again in May as Toronto gets set to host America’s Next Top Model Live, at which fans of the fashion show can check out the latest clothes and

makeup and have a chance to meet contestants. This year marks the North American debut of the fashionable function. CSI Live will make its European debut this May in Portugal, followed by a tour in Spain in June. CBS and Lemon, the largest producer of children’s shows in the Iberian Peninsula, will organize the kid-friendly event in which the audience members become part of the action, acting as witnesses, CSI recruits, or suspects. Club CSI, a new children’s book series for the crimecentric show, joins the direct-to-retail science kits at Toys “R” Us. Finally, CBS’ Television City classic collection, with a library that includes The Brady Bunch, Dynasty, Happy Days, and more, will be celebrating milestone anniversaries this year for both Cheers and Mighty Mouse.

Summer 2012

Character & Entertainment

Licensing Show 2012

Guess How Much I Love You

Walker Books Group announces a new direction for the classic brand Guess How Much I Love You, which will skew toward baby and infant products in the UK starting next year, and then roll out into several international markets including Germany, Australia, and the U.S. The UK effort has garnered a host of new partners, such as Rainbow Designs for plush toys and gifts, Dennicci for apparel, Suncrest for bedding and textiles, and Hallmark UK for greeting cards and gift wrap. In the U.S., licensing will build on Candlewick Press’ current licensing partnerships with Hallmark U.S. for cards, gifts, and the exclusive recordable book, as well as Kids Preferred for plush, toys, and gifts. Walker Books Group’s Guess How Much I Love You brand is based on the picture book by Sam McBratney and illustrated by Anita Jeram. First published in 1994, the book carries the message of love and powerful emotional sentiment throughout its pages.

Elvis Presley Licensing Sees Continued Growth

The worldwide licensing program of Elvis Presley Enterprises, Inc., continues to see growth with hundreds of new products, including apparel, books, music, and a 4-D film. Elvis and his legacy are being celebrated in a new multi-level progressive jackpot slot machine from International Game Technology (IGT) unveiled recently at the Global Gaming Expo. A jukebox included in the game allows players to sing along to Elvis’ hits while they play. Graphic Elvis, a book from licensee Liquid Comics, is in stores now and combines rare quotes, writings, photos, and memorabilia with original pieces of artwork by leading international graphic novel artists. The list of other new products hitting retail includes an Elvis Kingman acoustic guitar from Fender Acoustics, an “Aloha from Hawaii” Mr. Potato Head from PPW Toys, and Elvis figurines from Precious Moments. Licensee Fan Mosaics is creating an opportunity for fans to upload their own photo to be included in an officially licensed photo mosaic of the king. After the upload period, they’ll return to the site and see their picture as part of the Elvis mosaic image. A poster of the mosaic, which can be pre-ordered during the upload process, will also include the branding for the “I am an Elvis fan” campaign. Fans will be able to vote on their favorite Elvis songs for a new CD that will be released July 31 by Sony, titled I Am an Elvis Fan. The cover for the CD will come from the fan mosaic of Elvis. Those who vote on the songs are able to pre-order a special

Summer 2012

version of the CD, which will include packaging that includes their name. Fans can also purchase an “I am an Elvis fan” Tshirt on ShopElvis.com. Celebrity-Entertainment, EPE’s agent in Europe, has recently announced a deal with Sanrio that will see the brand Hello Kitty illustrated wearing Elvis sunglasses and outfitted in classic jumpsuits. Other new products from Europe include an Elvis-inspired 4-D movie developed for attraction and ride films from The Juice and a line of Elvis-inspired apparel from Benetton. Special events taking place around the world are also a key driver for generating the desire for licensed products. “Elvis Presley in Concert,” the production that reunites former Elvis band mates live on stage with a state of the art video-projected Elvis, recently returned from a 15-city European tour. Licensed preliminaries for the Ultimate Elvis Tribute Artist Contest are taking place this summer in Japan, Canada, the UK, Australia, and other countries. Additionally, the largest exhibit of artifacts ever displayed outside of Graceland in Memphis will be on display this fall in Sao Paulo, Brazil. From January 10-15, fans will be gathering in Honolulu, Hawaii, for a celebration of the 40th anniversary of “Aloha from Hawaii,” and licensees are taking the opportunity to create Hawaiian-inspired merchandise that celebrates Elvis’ movies, concerts, and a love of the islands.

Licensing Show 2012

Character & Entertainment

Plenty of Opportunities for Kidz to Bop

Music brand Kidz Bop will kick off this summer with a set of new partnerships, consumer products, and licensing agreements in place. The latest volume in the audio series, Kidz Bop 22, will be released this July. Timed to the release of the new song collection, Imperial Toy will debut a new line of Kidz Bop Pop Star role-play toys, featuring musical microphones, keyboards, and fashion accessories that incorporate technological elements. New Kidz Bop downloadable content continues to be available on LeapFrog’s app center, with new content rolled out on a monthly basis. Kidz Bop has also partnered with Sakar to create a new line of youth electronics. Sakar’s initial offerings will include karaoke machines, headphones, MP3 players, and digital cameras. Earlier this year, Kidz Bop launched Kidz Bop Block Party on SiriusXM, a new radio show on the Kids Place Live station. The interactive show allows kids to help determine playlists and seg-

ments, chat with celebrities, and hear their own voices over the airwaves. KidzBop.com recently launched an interactive games section that will continue to offer new titles throughout the year. In addition, it will host new video contests in partnership with several major youth-oriented entertainment brands. On the mobile front, Kidz Bop has released a karaoke app for the iPhone, iPad, and iPod touch. Kidz Bop has partnered with RCA Records and Electus to launch the Kidz Star USA 2012 Talent Search, a national competition for kids age 15 and younger. Beginning this June, kids can upload a 90-second performance video for their chance to be the next Kidz Star. Electus will produce a reality series chronicling the top 10 contestants as they perform before a live studio audience, and the grand prize winner will receive an RCA recording contract and a starring role in upcoming Kidz Bop video content.

Ludorum’s Chuggington Is Traintastic

Ludorum, creators of the television show Chuggington, announces Traintastic Adventures!, a multi-platform campaign that focuses on Chuggington’s collection of characters, destinations, and adventures. Ludorum kicked off this year with the U.S. premiere of the show’s third season on Disney Junior, as well as on the new 24-hour Disney Junior cable and satellite channel. To formally launch the new campaign, Anchor Bay Entertainment will release the Traintastic Adventures! DVD this August, and Budge Studios will release a full feature game app. This October, families can visit movie theaters to catch Traintastic Adventures! episodes on the big screen, through a partnership with Kidtoons. To encourage collectibility among the Chuggington fan base, Ludorum will introduce a set of Chuggington Traintastic Adventures! collector cards and a map, which will be free to consumers

Summer 2012

who purchase select Tomy or Anchor Bay products beginning in August. At retail, Ludorum continues its partnership with Totsy.com, the flash sale website. The two companies’ new venture will be a Traintastic Adventures! online feature shop. Ludorum also will launch the Traintastic Family Adventures Sweepstakes in partnership with Delta Vacations. Master toy partner Tomy introduces a new track system, the Chuggington DieCast Railway, which allows fans to build track layouts vertically; it will hit shelves this fall. Bendon Publishing will introduce activity books and educational workbooks under the company’s new Imagine Ink link, and LeapFrog will offer digital Chuggington content in its App Center for the first time. Pacific Cycle will release new bikes, protective gear, and accessories. Ludorum is looking to license Chuggington in the health and beauty, oral care, packaged goods, confection, and home décor categories.

Licensing Show 2012

Character & Entertainment

Paradox Entertainment Brings the Action

Bruce Willis, Arnold Schwarzenegger, Liam Hemsworth, Chuck Norris, and Jean-Claude Van Damme. The film hits theaters this August and will be supported by licensees Hot Toys, United Cutlery, and Diamond Collectibles. Celebrating its 80th anniversary this year, the Conan the Barbarian brand welcomes new licensees Quarantine Studios, Epic Weapons, and Rizzoli/Universe to the fold. Solomon Kane’s adventures are currently in print through Random House, Dark Horse, and Pinnacle.

Paradox Entertainment presents an array of entertainment and character properties this year, including Spartacus from Starz Entertainment. The series stars Liam McIntyre, Lucy Lawless, and Peter Mensah. A new season will air on Starz in January. New licensees include Gale Force Nine, Titan Publishing, and Rizzoli/Universe. The anticipated sequel to the 2010 blockbuster, The Expendables 2 stars Sylvester Stallone, Jason Statham, Jet Li, Dolph Lundgren, Randy Couture, and Terry Crews, and features appearances by

Lawless Entertainment Nabs the Prince

Lawless Entertainment has recently been appointed representative for licensing and merchandising for The Little Prince property in the U.S. and Canada. First published in 1943, The Little Prince is a novella and the most famous work of the French writer, poet, and aviator Antoine de Saint-Exupery. Throughout the story, the title character wonders about life’s most reappearing existential questions about friendship, love, death, and the meaning of life. With international partners already in place, The Little Prince has a proven sales track record with 40 licensees in France, 20 in Germany, 15 in Brazil, and 30 in Japan and Korea. Lawless Entertainment aims to build a new consumer products program for the North American marketplace, and seeks retail partnerships with department and specialty chains. As the worldwide representative for the animation, publishing, and merchandising brand Suzy’s Zoo, Lawless Entertainment announces a slew of new deals. The three brands under the Suzy’s Zoo umbrella—Little Suzy’s Zoo, Suzy’s Zoo/Duckport, and Wags and Whiskers—

feature illustrations that aim to evoke a spirit of freedom and camaraderie in a colorful neighborhood world. In the U.S., Flickback Media continues to expand its line of greeting cards and calendars as the new social expressions licensee. Dalmation Press will develop a new set of books and coloring books, with six titles planned for launch throughout this year at Target, Dollar Tree stores, and additional locations. Fun Rugs will launch Little Suzy’s Zoo and Wags and Whiskers rugs this spring. For Canada, StickerYou will offer personalized stickers that utilize the Suzy’s Zoo and Little Suzy’s Zoo character sets for purchase on the company’s website. For the UK and Europe, Joanna Sheen, Ltd. is developing a variety of craft items, beginning with decoupage and rubber stamps for the Little Suzy’s Zoo characters. The items will be available on Sheen’s website, at other online outlets, on Create and Craft TV, and at a variety of specialty stores. Also for Europe, Suncrest has developed a line of Little Suzy’s Zoo nursery bedding and accessories. University Games continues to update its line of board games, card games, travel games, electronic board games, color forms, and jigsaw puzzles for sale in the UK and the U.S.

Witzy and Boof from Little Suzy’s Zoo

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Licensing Show 2012

Character & Entertainment

WSLicensing’s Two New Brands

WSLicensing represents YammyYammy and Panda J9’s extensive library of characters this year and aims to develop a unique and entertaining range of consumer products across a variety of categories. YammyYammy, the character brand that launched last year, is geared up to introduce three new lines of foodrelated characters: YammyYammy Sushi Japan, YammyYammy Dim Sum China, and YammyYammy Cupcake. WSLicensing will release plush toys of the characters in many sizes, along with slippers, key rings, and cell phone accessories. WSLicensing also introduces Panda J9, which features Rul and Tel, boy and girl pandas that hail from Panda Planet. The company recently released a clothing line, which includes unisex graphic tees and backpacks. Mobile device accessories will follow by the end of this year.

Huevocartoon Raises Awareness with Licensing

Huevocartoon and its characters hold a privileged position among the Spanish-speaking population spread around the world. Its popularity, which originated 10 years ago, has resulted in two full-length motion pictures, as well as hundreds of products, official websites, and social network pages that receive more than 300,000 visitors daily. From its beginning, the brand’s web art and animation has been well received by the teen population. Since then, this success has extended into products and promotions. A range of products—in genres such as stationery and school, food and drink, candy, toys and games, apparel, party goods, plush, kitchen, video games, electronics, mobile content, and digital—are present in more than 25 countries around the world. Moreover, the brand has a diverse, international reach, with 49 percent of its audience stemming from Mexico, 27 percent from the U.S., 22 percent from Central and South Americas, and 2 percent from Europe and the rest of the world. On the social networking front, the brand maintains a strong YouTube following—

Summer 2012

more than 475,000 subscribers and an average of 157,500 video hits daily—as well as a presence on both Facebook and Twitter. Huevocartoon has maintained an optimum recognition level thanks to promotions and licensing deals with brands such as Build-a-Bear, Crayola, Gtech, Gamesa, Hasbro, Kellogg’s, KFC, Kimberly Clark, Mattel, NASCAR, Nextel, Pepsi, Renault, FritoLay, Uno Noticias, and many more. The brand has hit a number of milestones this year. Huevocartoon released a 24-episode TV series on the Azteca America Networks. The show combines Huevocartoon’s famous animations and mocking, funny characters along with live-action sketches depicting hilarious adventures of Hispanics living in the U.S. Huevocartoon recently launched a new brand, HuevoKids, that targets children ages 8 and under. It is also launching the first console video game with Mexican licensed characters, for Zeebo; the first instant winner lottery ticket with Mexican licensed characters; 14 DVD compilations of short animations; and mini games and applications for mobile devices such as Apple’s iPod Touch, iPad, iPhone, and several models of Nokia smartphones.

Licensing Show 2012

Character & Entertainment

Hasbro’s Showcase

The Global Licensing and Publishing division of Hasbro continues to showcase its Transformers, My Little Pony, and Nerf brands this year. The lineup will span categories such as apparel, home, food, and publishing. Additionally, the company will spotlight its initiatives in the entertainment sector, from film and television to digital gaming.

New Content for Nelvana’s TV Brands

Nelvana Enterprises’ Babar and the Adventures of Badou enters into its second season and will see the addition of new characters and themed episodes this year. Licensing opportunities will be available for the new show, as well as for the classic Babar brand. As preschool show Franklin and Friends enters season two, the new CGanimated episodes will see Franklin and his friends solving mysteries as the Super Cluepers, racing their bumpy buggies, and being creative. Each story emphasizes the importance of family, friendship, and helping others.

Babar and the Adventures of Badou

Nelvana Enterprises and d-rights are releasing 52 new episodes of the animestyle action series Beyblade: Metal Fury. In part three of the series, the world is at a tipping point in the battle between good and evil. The key to Earth’s salvation lies within 10 star fragments that empower its masters to fight for their chosen side. This includes the new Beywheelz chapter, which takes place in the futuristic city of Destection. The series Max & Ruby now features 78 half-hour episodes following the bunny siblings and a number of popular apps for mobile platforms.

Sesame Workshop Continues on the Cutting Edge

Following the success of Let’s Rock Elmo!, Sesame Workshop continues its partnership with Hasbro, introducing new items to Hasbro’s learning line of toys this year. The products will feature a full range of Sesame Street characters and will include Ernie’s Alphabet Notepad, which is designed to help kids explore their ABCs on a colorful LCD screen tablet. Through a new partnership with Qualcomm, Sesame Workshop

aims to explore and develop ways that augmented reality technology can encourage learning abilities, imaginative play, and emotional growth among children. Using the Vuforia augmented reality platform and holding up a tablet to a traditional play set, children can interact with their favorite characters in a new way. In other tech news, a partnership with Microsoft through its Kinect for Xbox 360 console will result in Sesame Workshop’s Kinect Sesame Street TV. With the new title, kids and families can jump into the action using full-body and voice recognition. Sesame Workshop and Delta Children’s Products will release a new line of branded children’s furniture this year, including a bed, a toy Ernie’s Alphabet box, a chair desk, a multi-bin organizer, a table and Notepad chair set, and a book and toy organizer.

Kinect Sesame Street TV

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Licensing Show 2012

Character & Entertainment

SMC Offers The Jungle Book, TeenNick Series

SMC Entertainment, the entertainment and brand management company and sister company to global consumer products manufacturer Sun-Mate Corporation, acquired all North American television, home entertainment, licensing, and merchandising rights for The Jungle Book CG-animated series last year, as well as the onehour telefilm from DQ Entertainment International. The company has also secured the master toy rights for Australia and New Zealand and the merchandising rights for South Africa. Recently signed deals include Phase 4 for home entertainment, Isaac Morris for apparel, Komar for sleepwear, Seasons USA for Halloween costumes, Nanco for amusement plush, Pacific Play Tents for outdoor, and Barnes and Noble for e-books. SMC looks to further the Jungle Book brand to develop a new campaign across the toy, ELAs, publishing, games and puzzles, gaming and interactive, apparel, footwear, accessories, back-toschool, party goods, food and

beverage, arts and crafts, and home furnishing categories. H2O: Just Add Water is a live-action TeenNick series about three teenage girls who face everyday problems with a twist— they’re mermaids. SMC will initially build H2O: Just Add Water’s licensing and merchandising program to include swimwear, apparel, accessories, publishing, gaming/apps, stationery, room décor, and novelties, with expansion into additional categories in the second tier. Merchandise is targeted for next spring, and SMC is looking to develop partnerships with retailers. TeenNick series Dance Academy is a coming-of-age story that follows a small town girl as she pursues a career in professional ballet dancing. SMC aims to develop relationships with licensees targeting tween and teen girls ages 8-14 in dancewear, apparel, accessories, publishing, gaming, back-to-school, and room décor categories.

Sony Pictures Entertainment Heads to Transylvania

Sony Pictures Entertainment heads into 2012 seeking the development of co-branded promotions, licensed merchandise, and retail promotions for its new slate of feature films. The CG-animated Hotel Transylvania hits theaters this September and features Adam Sandler as the voice of the infamous Dracula as he gets set to host all the world’s most popular ghouls and monsters—Frankenstein, the Mummy, the Invisible Man, and more—at his home resort to celebrate his daughter’s 118th birthday. The party kicks off swimmingly until one ordinary man stumbles into the festivities and develops a liking for the bloodsucker’s little girl. Sony’s upcoming sequel, The Smurfs 2, slated for release next July, features the addition of Gargamel’s Smurf-like creations, the Naughties, who attempt to harness the all-powerful Smurf essence. When he discovers that only a true Smurf holds the secret to the creation process,

Summer 2012

Gargamel kidnaps Smurfette and imprisons her in Paris. February 2014 sees the release of Cloudy 2: Revenge of the Leftovers, which revisits Flint Lockwood and his friends as they are forced to leave Swallow Falls following the disastrous food storm of the first film. When it’s discovered that sentient food beasts have overrun the island, they are asked to return to save the world again. Skewing older with a PG-13 rating, M. Night Shyamalan’s liveaction After Earth arrives in theaters next June and features the characters Cypher Raige and his son Kitai as they crash land on Earth one thousand years after a cataclysmic event renders it uninhabitable. As Cypher lays dying in the cockpit, Kitai must trek across the hostile terrain in order to recover the rescue beacon. Sony Pictures Entertainment continues to add partners to a new licensing program that targets core fans of Ghostbusters.

Bravado’s All Over the Top 40

Bravado International Group, a division of Universal Music Group, has taken steps to grow its worldwide branding and licensing business with its latest announcement to create, market, and sell Authentic Icon (AI), the official American Idol Clothing line, which launched exclusively at Kohl’s in April. The deal was spearheaded by Bravado after inking a global branding deal last May with Tommy Hilfiger’s Music Entertainment Sports Holding (MESH), a division of Hong Kong-based sourcing company Li and Fung Limited LF USA. Utilizing UMG’s relationship with American Idol to secure the involvement of Tommy Hilfiger as the image advisor on the show, Bravado brought all the parties together, including producers FremantleMedia Enterprises and 19 Management, to launch a clothing line at Kohl’s based on the Fox music competition. Bravado has recently added superstars Nicki Minaj and Lil Wayne, as well as music icons the Beach Boys and Black Sabbath, to an already impressive artist roster that includes Justin Bieber, Lady Gaga, the Rolling Stones, Michael Jackson, Whitney Houston, Eminem, the Wanted, Queen, and LMFAO.

Big Tent’s Tent Gets Bigger

More than a decade since its launch, Big Tent Entertainment’s Domo rolls on with new licensees and products spanning the globe. Domestic highlights for this year include renewals with Fifth Sun for apparel, Nancy Sales Co. for amusement park novelties, and Virtual Greats for virtual goods. New partners for the viral superstar include Bioworld Merchandising for apparel and electronic accessories, Mezco Toyz for collectibles, Modify for watches, Pangea Brands for novelty items, and Worldwide Dynasty for jewelry. Domo continues to cast a global shadow with programs airing in Brazil, Mexico, Germany, the UK, Australia, and New Zealand. New and existing international licensees include Barcel in Mexico, Tex Ass Textilvertriebs in Germany, PlayCorp in Australia/New Zealand, and Sunset International in the Netherlands. Big Tent plans to expand the Domo program in the fashion, gaming, electronics, and home décor categories. With PixFusion’s photo-personalized video technology, Internet users have been digitizing themselves into a wide range of branded, online content with a click of the

upload button. To date, several companies and brands have successfully married PixFusion’s technology with their content, including Mindspark, Pep Boys, JibJab, Majesco Entertainment, Jim Davis’ Garfield, and Scott Adams’ Dilbert. Recently, PixFusion partnered with the Idaho Division of Tourism for its 2012 campaign, “My ID,” which encourages users to interact with personalized content featured on the official Idaho travel website. Big Tent, under its Kideo brand, has inked a new deal with Saban Brands to create a collection of personalized DVDs and digital video shorts for the Power Rangers. Additionally, Kideo has announced an interactive line of iPad apps based on stories from the PBS Kids series Between the Lions, kicking off with the release of The Three Little Pigs enhanced e-book. Miffy and Friends, the book series by Dutch artist Dick Bruna, is set to go mobile with the release of the rabbit’s first iPad and iPhone app, Miffy’s Garden. Big Tent’s Miffy property will also see the release of its first movie next year. Big Tent looks to duplicate the success of UK property Purple Ronnie in the U.S. with a licensing program that focuses on social expression, casual games, publishing, apparel, gift, and novelty categories.

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Licensing Show 2012

Character & Entertainment

HBO Rules the Throne

HBO Global Licensing has a regal year ahead led by its hit series Game of Thrones, which is currently in its second season on the network. The series will be supported by HBO as it builds upon a targeted retail and promotional program, adding new categories to the brand. True Blood is also a focus for HBO as the company seeks fresh blood to support the series at retail. HBO will also showcase its properties Eastbound and Down, Treme, Curb Your Enthusiasm, Veep, Girls, Enlightened, and evergreen hits, such as The Sopranos and Sex and the City.

Zinkia’s Pocoyo Grows Globally

Zinkia Entertainment’s Pocoyo is now airing in more than 150 markets around the world, including on Nick Jr. in the U.S. and Nick Jr. in the UK. The brand has more than 150 licensing partners and continues to grow in the digital arena with the Pocoyo YouTube channel garnering more than 50 million hits per month, and the app Pocoyize, in collaboration with Zazzle, which allows users to create their own Pocoyo-style avatar online or via their mobile devices. In the U.S., Zinkia has recently signed a slate of new licensing partners, brokered by Evolution, including LeapFrog for digital content across all of its platforms, Buy Seasons for online party goods and accessories, Pioneer Balloon Company for balloons, Baby Boom Consumer Products for toddler bedding and pillows, and JCP Live for costumed character events. For Zinkia’s existing roster of partners, NCircle Entertainment has just extended its agreement to release Pocoyo content on DVD for the next five years. The next title, Pocoyo Music & Dance, will be released this December, with more titles slated for next year. Additional Pocoyo merchandise will begin launching at retail this summer through next year, including the August launch of a new series of storybooks, reader books, coloring and activity books, board books, and ebooks from Random House. The titles in the series are Picture This, Pocoyo Dance, Pocoyo’s Big Lift-and-Look Book, and Surprise for Pocoyo. New apparel from Benetex will allow both boys and girls to represent Pocoyo on their T-shirts, sportswear, sleepwear, swimwear, and outerwear. Zinkia will intro-

Summer 2012

duce a new circus theme to the Pocoyo action, which will then be incorporated across select product lines, next spring. Zinkia has recently signed a Ready to Learn educational partnership with the Hispanic and Telecommunications Network (HITN) that will establish the brand as the foundation for the English Language Learning component of Project LAMP. Through this initiative, HITN will bring Pocoyo to tablets, smartphones, and Web-based programming designed to aid preschool children in developing English literacy skills. Pocoyo will also continue his reach into the environmental sphere as his reign as the Official Global Kids Ambassador for the World Wildlife Fund’s Earth Hour Campaign rolls on to raise awareness of conservation among children. Internationally, Pocoyo continues to expand with new deals recently signed in Russia, Turkey, and Korea. In Russia, Zinkia has signed Rio Licensing as the licensing agent and Gran Toy as the master toy partner. In Turkey, Zinkia has secured licensees for Pocoyo across a range of categories, including apparel, publishing, stationery, toiletries, sleepwear, blankets, and bedding, with Metropol serving as the licensing agent. In South Korea, Zinkia has signed licensing agent Concoban and has renewed the agreement with its Pan Asian agent, Empire. Pocoyo is also enjoying continued growth in Spain with new licensing deals in apparel, footwear, and gift and novelty. Zinkia has signed agent Tycoon to manage its property in Ecuador, Peru, Venezuela, and Colombia.

Licensing Show 2012

Character & Entertainment

The Aird Group

The Aird Group’s kimmidoll brand continues to expand globally as the company has signed on eight licensing agents, bringing the total number to 12, and has created a family of sub-brands, each with its own style and appeal. A recent new creation within the kimmidoll umbrella, kimmidoll love was designed to appeal to tween and teen girls, and aims to capture the fun, creative vibe of Generations Y and Z. Each character expresses her own edgy, fashion-forward style and celebrates all of the excitement that youth has to offer. The Aird Group plans to launch two new sub-brands, kimmidoll Baby and kimmidoll Wisdom, next year.

Synchronicity Becomes Licensing Agent for Frida Kahlo

Synchronicity has been appointed as the North American licensing agent for artist Frida Kahlo by Mexico’s More Than Licensing and the Frida Kahlo Family. The Frida Kahlo lifestyle and home programs, FK and Casa Kahlo Collection, will be inspired by the spirit of Frida and her love of color, beauty, nature, animals, and her Mexican/European heritage. Originally a blog, Parenting Illustrated with Crappy Pictures, written by Amber Dusick, is being published by Harlequin Nonfiction and will hit the shelves for Mother’s Day 2013. The ever popular Tootsie Roll candy brands (Tootsie Roll, Tootsie Pop, Sugar Daddy, Sugar Babies, Dots, Junior Mints, Blow Pops, Charms, Charleston Chew, Andes Mints, Fluffy Stuff, Cellas, and Mr. Owl) are back after another great year at retail. New licensees include Mead Westvaco for back-toschool stationery; The Wish Factory for Pop Girl scented press-on nails found now at Toys “R” Us; Eugene Textiles for fabric-by-theyard; NRG Global Sourcing for tops in Canada; Open Road Brands for signs, wall art, thermometers, and glass candy jars; Shindigz for custom party decorations and favors; Trevco for specialty market tees; and Box Seat Clothing for custom tees at PopFanatics.com. In Mexico, Bash just released its juniors’ tees at retailer Suburbia. Panty Lux has also just signed on for pajamas and daywear for women, juniors, and girls through subagent Amy Rosemberg at More Licensing. In Japan, Dollop has co-branded the Tootsie Candies with the popular Earthbound

Summer 2012

brand for girls. The Wham-O toy brands (Frisbee, Hacky Sack, Slip ‘n Slide, Hula Hoop, and SuperBall) are now represented in the UK and Europe by Rocket Licensing International. Kiloo’s Frisbee Forever app has been a huge success worldwide. Frisbee scratch lottery tickets go on sale in Nebraska in May. Morey Boogie, Boogie Board, BZ, and Churchill are available for apparel and surf and beach accessories. Sassy Slang and Sporty Slang by Icebreaker Entertainment continue their trajectory in the U.S. with several new deals, including F.A.B/Starpoint for bags, luggage, and impulse accessories and stationery; C&D Visionary for buttons, stickers, magnets, key chains, and mugs; JAT for barware, phone cases, lunch boxes, and travel mugs; and Box Seat Clothing for custom tees on PopFanatics.com. 5 Below is featuring Trau & Loevner’s tees and Almar lip balms. Stud Muffin tees continue to be a staple at Kohl’s. Internationally, Bulldog Licensing just snagged The Slang Brands subagent rights for the UK, Australia, and New Zealand, and has already secured its first apparel deal. Sassy and Sporty Slang are also represented in Mexico by Amy Rosemberg of More Licensing. Recent deals for Vulture Kulture, the lifestyle brand referred to as “Metal Art with an Edge,” include lighters and cases from NBSP, bowling balls and pins from Leading Edge, and custom tops sold at PopFanatics.com from Box Seat Clothing.

Licensing Show 2012

Character & Entertainment

Saban’s Power Rangers Turn 20

Saban Brands gets set to ring in the 20th anniversary of the Power Rangers next year. To mark the occasion, the brand’s next chapter, Megaforce, will be unveiled later this year. The program will air on Nickelodeon beginning early next year, and all throughout the year the Power Rangers will make their presence known at several large events with surprise appearances. Saban plans to celebrate the milestone by holding events across the globe and creating all new content. A new partnership with global home furnishings manufacturer Majarian Furniture Company will result in a new line of Paul Frank youth furniture. The collection, designated for all ages from toddler to teen, will feature complete bedroom sets, storage cubes, stackable ottomans, and desk chairs.

The Amazing Brands of Marvel

Marvel continues to assemble a major worldwide licensing and merchandising campaign to support Marvel Studios’ upcoming theatrical slate, led by the recent blockbuster release of Marvel’s The Avengers and next year’s releases of Iron Man 3 (May 3) and Thor 2 (November 15). Marvel will also leverage Avengers-related TV content, including two new TV series launching next year, as well as other platforms, such as video games, comics, and digital. Marvel’s approach to this portfolio is both long-term and expansive, establishing the “Avengers Assemble” as the franchise retail umbrella that will help drive licensed product sales next year and beyond, providing licensees and retailers the opportunity to develop integrated, evergreen consumer products programs based on the films and overall franchise. With major blue-chip partners already on board for portfolio-wide programs, including master toy licensee Hasbro, Hallmark for social expressions, Li & Fung for apparel, Jay Franco for home, and Kraft for food, Marvel is looking to assemble a roster of top-tier licensees across all core categories to build comprehensive licensing and merchandising programs, as well as innovative retail and co-branded programs, surrounding its upcoming feature film releases.

Summer 2012

The Amazing Spider-Man movie will release in July, and to bring the character to kids’ homes on a weekly basis worldwide, the Ultimate Spider-Man animated series recently launched as a part of Disney XD’s Marvel Universe programming block in the U.S. The program will roll out internationally this fall. This content focus, along with new video games, comics, books, and digital initiatives, will secure Spider-Man’s status as a core, evergreen boys’ franchise. With major licensees already on board and new partners being signed in key categories, Marvel is looking to grow Spider-Man significantly with comprehensive licensing and merchandising programs, as well an innovative retail approach. Delta Children’s Products will offer Spider-Man-licensed products, including a toddler bed, a multi bin organizer, a table and ottoman set, a chair desk, an upholstered chair, a toy box, and a foam chair. Marvel is broadening its consumer focus with a lifestyle brand targeting the female demographic, anchored by new art styles and editorial. Designed for the girls, tweens, juniors, and missy segments, this licensing program includes lifestyle apparel and accessories incorporating Marvel’s iconic characters with fashionforward glamour and design.

Licensing Show 2012

Character & Entertainment

Nickelodeon Offers Winx and More

Nickelodeon Consumer Products introduces new products and merchandising partners for its new and established properties, including Teenage Mutant Ninja Turtles, Winx Club, Team Umizoomi, and Bubble Guppies. The company will also unveil a new lineup of Dora the Explorer toys, from Fisher-Price, including a dollhouse, dolls, figures, play sets, and role-play toys. Dora will also be featured on a new line of children’s furniture from Delta Children’s Products, including a canopy bed, a deluxe organizer, a toy box, a table and chair puzzle, a three-tier organizer, and an art play product. SpongeBob SquarePants’ product lineup will include construction sets from Lego and Imaginext system play sets, figures, and vehicles from Fisher-Price. The animated fantasy adventure series Winx Club will make its retail debut with a line of dolls, play sets, accessories, dress-up and role-play items, and Halloween costumes by Jakks Pacific’s Creative Designs International and Disguise Halloween divisions. Additionally, Nickelodeon is set to launch a program for merchandising and promotional partners for its preschool series Bubble Guppies, which features a diverse group of preschoolers with fish tails who go on adventures exploring their world.

Mattel and Bentex Partner for Barbie

Mattel will expand several brands into new product areas this year, including apparel, publishing, sporting goods, and home décor. For the Barbie brand, Sakar is creating molded hair bowand ponytail-shaped earbuds, multi-piece gaming kits, LED flashlights and headlights, an electronic music keyboard, and mini and acoustic guitars. Additional Barbie-branded products, which range from cell phone cases to computer accessories, became available this spring. The Bentex Group will launch a new Barbie-inspired clothing line, available this fall. The Barbie-branded collection includes combinations of tops and tunics with skirts or leggings that feature details girls love, such as chiffon, tulle, and ruffles. The Bentex Group will also launch a line of Barbie graphic tees showcasing glam embellishments including sparkles, sequins, and bows. Barbie will also make an appearance in bookstores. Random House Children’s Books and Mattel will celebrate 50 years of Barbie books by publishing two vintage replicas of the original Barbie stories and art from 1962. Monster High will be turned into a tween book series as part of a partnership with Little, Brown Books for Young Readers. The new series, titled Ghoulfriends Forever, adds three new monster characters to Mattel’s Monster High brand.

Summer 2012

Mattel’s Fisher-Price brand will launch a complete program of metal trikes and bikes with new licensee Kent International. Available in June, the line features formats designed to help young children learn to ride, including the Stroll2Ride Trike (trike with steerable handle), Folding Trike, My 1st Bike (10-inch bike with training wheels), and Learn 2 Balance Bike (glide format with no pedals). Also found in the sporting goods section this spring is a line of Barbie and Hot Wheels bikes, both released by Dynacraft. The Barbie Bling It Bike lets girls decorate their own bike and bike bag with gemstones, markers, and five blank inserts. The frames are decorated with a Barbie design, handlebar pad, comfort grips, and a mini Barbie bike attached to the handlebars so Barbie can come along for the ride. The Hot Wheels Turbo Revvin’ Rev Grip Bike, with lights and sounds, features a BMX frame with a new light-up REV grip that revs like a motorcycle. Boys can bring the Hot Wheels fun inside with a new line of personal care products from Biotropic Corporation. Girls will also have something to bring home, with the launch of bedroom and office furniture from Najarian Furniture Company. Sakar will introduce Hot Wheels-branded flash drives molded to resemble die-cast cars, as well as cell phone cases, flashlights, and musical instruments.

Olly the Van

Ideas at Work’s Olly the Little White Van TV series, which debuted on ITV in the UK last year, will soon be seen in as many as 50 countries by the end of this year. Fifty-two five-minute episodes have now been completed for Olly, with season three having just debuted and season four on the way. The first range of toys from master toy licensee Hornby, comprised of vehicles, figurines, play mats, and puzzles, is now available. Autumn Publishing, part of the Bonnier Group, will release a line of books, while Abbey Home Media prepares Olly DVDs. A global deal with Idoodle Software in Canada has resulted in a set of interactive educational software products due this summer. Ideas at Work also announces that Olly has been signed by EMI as the worldwide music publisher, and the brand’s first app has been published and released in the UK. On the marketing side, a campaign that targets the UK’s 90,000 primary schools is about to kick off, building on the theme of Olly’s Little Helpers. The online interactive program aims to engage teachers and parents along with their students and children.

Delta and Disney Continue to Drive

This year and beyond, the Disney brand will continue to lead at retail through compelling merchandise programs. In addition to a laser focus on evergreen franchises including Disney Princess, Cars, and Mickey Mouse, Disney will mine new film opportunities with The Lone Ranger, Oz, Frozen, and Disney-Pixar’s Monsters University. On the home entertainment front, fresh new content including Planes and the next installment in the Disney Fairies DVD series will drive incremental opportunities. Merchandise inspired by Disney Channel and Disney Junior will continue to fill shelves at retail as new programming and new product lines are introduced for the tween and preschool segments. Disney Baby will roll out a new marketing and branding initiative supporting its expansion of merchandise categories across retailers. Delta Children’s Products plans to release an assortment of Cars- and Disney Princess-themed furniture. Items will include toddler beds, tables, upholstered chairs, desks, and toy bins. Delta will also produce a selection of toys, such as a Princess easel, a Cars track table, and a Cars tool table that doubles as a puzzle. Delta will also focus on the original faces of Disney with a line of Mickey Mouse and Minnie Mouse furniture. The Mickey and Minnie line will include standard bedroom furniture, as well as a music table, which comes complete with a cymbal, drums, and a xylophone. Cars dresser, from Delta

Grani & Partners Hits the Road

Grani & Partners plans to focus on licensing efforts for its brands Gormiti, Dino Froz, Hello Kitty, Ben 10, The Smurfs, and Dragon Ball. The company has announced that it’s in the early stages of bringing Hello Kitty to the world of two- and four-wheelers, through its partnership with Dorna for the Moto GP and Ferrari brands. Gadget collections, based on new concepts and materials, are currently being developed in association with the company’s Hong Kong R&D department. Another recent initiative for Grani & Partners includes two spring promotions designed for Granarolo, which involved teaming licensed Animal Planet and Cartoon Network stickers sold together with, respectively, one-liter bottles of milk and Yomino yogurts. The company has also recently created some of its own collectibles brands, soon to be used for a host of different promotional projects. Among these are Calamiticars, magnetically powered 3-D cars; Jewels of the Heart pendants; and Mums, a collection of 36 3-D monsters Hello Kitty products associated with the Mum Invasion app for iPhones and 4G IPods.

Summer 2012

Licensing Show 2012

Fox’s Headliners

Fox’s licensing efforts this year span through television, to sports and all the way to the big screen. For TV, the company will showcase its long-running animated series The Simpsons and Family Guy, announce news for its series New Girl, and prepare for the next season of FX’s Sons of Anarchy. In the world of sports, Fox will soon reveal new programming for its Fox Sports brand. For feature films, both Ice Age and Alvin and the Chipmunks maintain their presence at retail. Rise of the Apes and Rio will soon have sequel news, and Steven Spielberg gets set for his science fiction film adaptation of Robopocalypse.

Character & Entertainment

Nerd Corps Brings Slugterra to Retail

Jakks Pacific, Inc., has entered into a licensing agreement with Nerd Corps Entertainment, Inc., to manufacture, distribute, and market a line of toys based on the animated series, Slugterra. The sci-fi, action-comedy adventure series is set to air on Disney XD this fall with 39 half-hour episodes, plus 39 one-minute online “Slugisodes.” The agreement includes action figures and accessories, vehicles, play sets, role play, novelties, and plush items. Jakks expects to launch Slugterra products in North America beginning next spring, targeting kids 6 to 11 years old.

BBC Gears Up for Doctor Who’s 50th Anniversary

Last year, Doctor Who: The Complete Sixth Season was the No. 1 downloaded series on iTunes in North America. The series, which airs on BBC One in the UK and Space in Canada, continues to produce record ratings. Doctor Who merchandise has found favor with fans worldwide, further developing a strong following in the U.S. Leading up to Doctor Who’s 50th anniversary in November 2013, the property’s international licenses have grown exponentially throughout the world. With more than 100 licensees last year and more additions in the first half of this year, the brand extends across several verticals, including home furnishings, comic books, board games, on/offline video games, beach towels, calendars, seasonal décor, construction toys, science toys, a powered ridein Dalek, collector sculptures, and wide ranges of new clothing designs for both adult fans and children. With the conclusion of the seventh series’ filming and the premiere just around the corner, fans wait in anticipation for the return of the Eleventh Doctor (Matt Smith) and his companions—Amy (Karen Gillan), Rory (Arthur Darvill), and the introduction of the newest companion (Jenna-

Summer 2012

Louise Coleman)—for the biggest year in the show’s history. The Doctor will meet his new friend in a dramatic turn of events as the show builds toward its climactic 50th anniversary year. After the success of the in-store signing of action figures at Barnes & Noble, the nationwide bookstore has developed a month long “shop and shop” program featuring select Doctor Who merchandise, including books, DVDs, toys, and action figures. New licensees in the U.S. include IDW (The Doctor Who/Star Trek joint comic book), Elope, Inc. (masks, hats, and adult costumes), Her Universe (junior apparel and sleepwear), Kurt S. Adler (tree ornaments, stockings, and lights), Lady Sandra (pillows, cushions, and wall decor), Mead Westvaco (2013 50th anniversary and The Eleventh Doctor calendars), Rabbit Tanaka Copr USA (lamps, mirrors, and clocks), Robe Factory (robes featuring The Eleventh Doctor, The Fourth Doctor, The Tardis, and the Dalek; Tardis beach towel), USAopoly (The 50th Anniversary Doctor Who Monopoly and Yahtzee board game), and The Wand Company (The Doctor Who Sonic Screw Driver universal remote control). Doctor Who Sonic Screwdriver from Underground Toys

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a comprehensive companion website, thetoyinsider.com, features links to participating advertisersʼ and retailersʼ websites.

• Widespread Media Coverage

Laurie Schacht, the TOY INSIDER MOM, appeared in over 80+ National and Major Market TV segments, along with hundreds of print and online features.

• Participation in National Sweepstakes and Guerilla Marketing Programs to showcase participantʼs products.

To participate in the 7th Annual The Toy Insider™ contact: Jonathan Samet — 212.575.4510 x 2321, jsamet@adventurepub.com Laurie Schacht — 212.575.4510 x 2320, Laurieschacht@aol.com www.thetoyinsider.com

Licensing Show 2012

Character & Entertainment

San-X and Jen X’s Space Hamsters

San-X Co., Ltd., a character-oriented manufacturer in Japan, has selected Jen X Productions to commercialize its Space Hamster children’s brand across the globe. The companies will soon preview the brand’s new children’s apparel line and iPhone and iPad story app and game. Jen X plans to explore new opportunities to expand the brand through new licensing and merchandising deals, and an animated television series is currently in the works. The new Space Hamster iOS app will be one of the first products that give users a glimpse of the property’s characters and outer space Hamster homeland. The app will introduce the backstory of the Space Hamsters and their mission on Earth, which is to rescue pets and act as the ambassadors to all animals in the world. Jen X will donate 1 percent of net proceeds to a variety of animal-based charities.

Zodiak Introduces Tickety Toc

Produced by The Foundation, a part of Zodiak Media Group, and FunnyFlux Entertainment, Tickety Toc is a new preschool animated series where behind the face of the Tickety Toc Clock lies an extraordinary world. The show tells the story of Tommy, Tallulah, and their friends as they race against time to keep the clock ticking and chiming. The series contains humor and visual gags reminiscent of old-school slapstick comedies. Created by English animator Simon Tofield, Zodiak’s Simon’s Cat is an online animated series that follows the humorous adventures of Simon’s cat and his relationship with Simon’s cartoon alter ego. The newly signed partner for the viral hit, Sharples & Grant will launch a line of pet products and joins an existing roster of licensees, including Canongate, Carte Blanche, Only 4 U, ECP Designs, Castle, Portico, and Greencore. Little Princess, the character with an irrepressible curiosity, continues to air on Milkshake and its consumer products business grows this year with a new line of plush from Aurora, four publishing titles from Andersen, T-shirts from Fabric Flavours, aprons from Shreds, and a new DVD release slated for October. The Milkshake live theater tour returns this July and features Little Princess and Scruff on stage alongside Noddy and Tessie Bear, Roary and Big Chris, Fifi and Bumble, and the Bananas in Pyjamas. Zodiak’s Waybuloo uses a mix of animation and live action to transport children to Nara, a live-action world inhabited by animated characters called Piplings who embody a range of emotions. The CBeebies series has a new app that launched in March, the Piplings will appear at Lollibop, a UK children’s festival, and on-

Summer 2012

going retail activities are planned throughout the year. Mister Maker is an interactive arts and crafts show that teaches children to turn everyday objects into art. A new website is in development for the property. Mister Maker will appear at this year’s Lollibop, as well as at MamaMagic, The Baby Expo in Johannesburg, and the Good Food and Wine Show in Cape Town. This summer, a Mister Maker promotion is set to run in 37 Archie’s Pizza restaurants across Colombia. Since Tiger Aspect appointed Zodiak Rights as its licensing agent for Mr. Bean, multiple deals have been secured. New deals include Ty, which will launch a range of Mr. Bean Beanies and Beanie key rings, and new apparel lines from MonnalisaSPA, Original Marines, Spreadshirt, Half Moon Bay, and Spike Leisurewear. New greeting cards from Hype and a Mr. Bean adult costume by Orion Costume Ltd. will debut.

Tickety Toc

Licensing Show 2012

Character & Entertainment

American Greetings Properties

American Greetings Properties announces its new initiatives for the U.S. and abroad for some of its evergreen brands. Strawberry Shortcake is entering her second season on The Hub Network and is adding a new character, Cherry Jam, who brings her talents to Berry Bitty City. Cherry Jam is the first new character to join the American Greetings family in 10 years. A Cherry Jam DVD will debut this fall. Strawberry Shortcake is also introducing a new live show touring throughout Latin America, the expansion of a global publishing program, a long-term partnership with Pernambucanas Department Stores in Brazil, and QSR promotions with McDonald’s in Latin America and Asia Pacific; KFC in China; and Jollibee in the Philippines. After debuting in 1982, Care Bears celebrates 30 years with the return of a brand new CGI-animated TV series this summer on The Hub Network. The show will feature new characters in the land of Care-a-Lot. Toys from Hasbro are set to release in the U.S.

DreamWorks Animation

This year, DreamWorks Animation’s portfolio of properties and characters is led by Turbo, an original CG-animated film, which hits theaters next July. The tale of an ordinary garden snail with dreams of racing greatness has DreamWorks aiming for cross-category support, led by global master toy licensee Mattel, with additional licensees in the toy, apparel, accessory, sporting goods, room décor, back-to-school, party, and digital content categories. A pair of upcoming sequels and original films make up the remainder of DreamWorks Animation’s feature film plans. Madagascar 3: Europe’s Most Wanted hits theaters this June. How to Train Your Dragon 2 will be released in June 2014. The Croods debuts next March, and Rise of the Guardians, which will bring children’s favorite legendary characters to life in a whole new light, is set for release in November. Additional business initiatives include an array of digital projects in both publishing and gaming and the expansion of themed entertainment experiences in the recreation and leisure markets. Turbo

Summer 2012

and other international markets next year. This year, AGP secured global deals for the Care Bears with Uniqlo, Oysho, Fox, and Pull & Bear, as well as promotion opportunities with Unilever in Europe; Yahoo!, Cathay United Bank, and Family Mart Convenience Stores in Taiwan; KFC and Coca Cola Brand (Olo Olo) in Japan; and Malaysia Airlines. The Holly Hobbie brand expands its licensing program throughout Europe with recycled stationery products from Pigna Nature, and a DTR apparel program with 275 Springfield outlets. The brand also has a line of agenda and novelty books from V&R Editoras in Latin America.

Kenn Viselman

Kenn Viselman presents… has announced that its Oogieloves in The Big Balloon Adventure independent family film will see a release this Labor Day weekend. Filming is already underway for the sequel, The Oogieloves in The Big Family Adventure, which is slated for August 2013, and writing is underway for The Oogieloves in The Big Holiday Adventure, scheduled for 2014. New Oogieloves bendable push toys will launch along with the films. Kenn Viselman will soon announce several new promotional partners. A scavenger hunt will take place at this year’s Licensing Show, with a prize of $50,000 awarded to the winner.

Licensing Show 2012

Spin Master

Character & Entertainment

Spin Master’s La Dee Da, the newest doll on the shelves, inspires girls to imagine, create, and express themselves through fashion. Each collection, which includes Signature, Sweet Party, World Trip, and Studio Fashions, shows off a unique look. Whether it’s simple chic or crazy couture, there are outfits and accessories for every style. Even La Dee Da’s dog, Le Bun, keeps up with the trends and wears only the most fashionable outfits. The La Dee Da hair extensions let girls change their do with some clip-on color, while the La Dee Da Fashion Design Sketchbook lets them draw their own creations. Zoobles has given girls a whole new way to play. These mysterious, whimsical creatures can roll up into a ball and magically pop open to surprise and amuse girls when dropped on their very special Happitats. Zoobles captivates the imagination of younger and older girls alike with trendy and vibrant graphics. Spin Master continues to market the La Dee Da product through inSignature Doll creased promotional retail activity, as well as with a McDonald’s Happy Meal promotion in June and July. The company will continue to produce mini games, downloads, consumer contests, rewards, and more, while increasing Zoobles’ presence on Facebook and YouTube.

Summer 2012

Uglydoll Lands a Slew of New Partners

Pretty Ugly announces a host of new partnerships with companies in a variety of categories for its Uglydoll brand of characters. Callaway Digital Arts has signed on to create mobile apps based on the Uglyverse; Amscan will create a line of party supplies, ceramics, and balloons; FAB Starpoint will introduce backpacks, messenger bags, handbags, totes, cosmetic bags, wallets, coin purses, zipper pulls, lunch bags, and luggage. Accessory Innovations will create a line of fashion headwear, cold weather accessories, hosiery, and umbrellas. Thermos is on board and will launch Funtainer products, lunch accessories, and lunch kits. Zak Designs will introduce Uglydoll children’s dinnerware, flatware, and drinkware; Freeze will introduce an apparel line, and Komar will launch a children’s sleepwear line. Richard Leeds International will create a sleepwear line for the junior and women’s categories. United Legwear will produce socks and bodywear for a variety of age groups. Toy Factory has a line of branded products for the amusement park market, and Thumbtack Press will create a line of art prints.

ROI Visual’s Poli Sweeps the Globe

ROI Visual’s Robocar Poli is making its initial inroads into the international market this year with the announcement of a new deal with the Piwi+ channel in France and upcoming launches in Asia, including Taiwan, Indonesia, Hong Kong/Macao, Thailand, and Malaysia. The series will air on the main FreeTV channel in each country. A deal for China is close to finalizing, with a launch planned for this summer. ROI Visual is also preparing for another big launch in the Middle East on JCCTV and South Africa this June. The edutainment series that targets kids ages 3-5 tells the story of the transforming Robocar rescue team, and ROI Visual will use the themes of the series in a global traffic safety campaign for children, sponsored by the Korean government and Hyundai Motors. In addition, Robocar Poli has been appointed the new celebrity partner by the World Food Program.

Studio Licensing Grows Throughout North America

Studio Licensing’s North American brand portfolio now includes the puzzle game app Cut the Rope, Angel Cat Sugar from Hello Kitty creator Yuku Shimizu, and the kawaii-inspired brand Lolligag. This spring, Cut the Rope leapt off of screens, with a mass-market consumer products program targeting kids, tweens, teens, and young adults. Top licensees include Mattel for an Apptivity game; Hasbro for board games; Jakks Pacific for plug-and-play games; Round 5 for plush and figures; LF USA and NTD Apparel for sleepwear, outerwear, loungewear, underwear, and swimwear; Franco Manufacturing for bedding, throws, and bath towels; and Simply Natural Foods for fruit snacks, gummies, and hard candy. After a series of international launches, Angel Cat Sugar is set to fly into the homes of infants and young girls across North America this fall. Key licensees include Millennium Products Group for room décor, party goods, outdoor toys, activities, and accessories; Black & White

for footwear; Decopac for cake decorations and kits; and Danawares for plush, puzzles, and games. For Canada, Studio Licensing’s portfolio includes the rights to the National Basketball Association (NBA), Elvis Presley, and Stupid Factory Studios, a mix of content and characters by Todd Goldman. An NBA-inspired consumer products program will launch this fall, with Gillyboo debuting toy and activity sets, X-Treme Worldwide debuting men’s apparel, and Gertex Hosiery, which will release hosiery and accessories. Three licensees are in place to bring the Elvis Presley brand to Canadian consumers throughout this year. X-Treme Worldwide will introduce a line of infant and toddler sleepwear, ladies’ and men’s apparel, glassware, bar accessories, and Christmas items. A line of luggage and bags from Calego and adult-targeted puzzles from Primemotion round out the offerings.

Annoying Orange Adds a Bundle of New Licenses

This year, The Collective, along with licensing agent The Joester Loria Group, will debut new licensees and a new merchandising program for YouTube’s Annoying Orange. The character, which will star in its own Cartoon Network series this summer, has already appeared in marketing campaigns for Sprint, Dole, and Nokia. Created by Dane Boedigheimer, each episode features an annoying yet entertaining orange that heckles other fruits, vegetables, or whatever object happens to be nearby. Current licensees include master toy partner The Bridge Direct, Hybrid Apparel for apparel, Accessory Innovations for accessories, Nancy Sales Co. for amusement park toys, Rubie’s Costume Co. for Halloween costumes, and LF USA for loungewear and sleepwear. New partners for Annoying Orange include A & A Global Industries, which will create a set of vending machine gift and novelty products; Calendar Holdings

for Annoying Orange 2013 calendars; Classic Imports, which will create items for Spencer’s gift stores and other specialty retail markets, including Sherpa blankets, lanyards, talking coffee mugs, air fresheners, pint glasses, and key chains; Kurt S. Adler for holiday décor; Mount Franklin Foods/Sunrise Confections for confections, such as gummies and fruit snacks; Papercutz, which will launch three full-color graphic novels; Paris Geneve Company for apparel in Canada; Play Visions for a line of talking pens, temporary tattoos, and 3-D lenticular stickers; Sakar International for ear buds, headphones, cell phone and MP3 player skins and cases, flash drives, docking stations and speakers, talking alarm clock radios, flashlights, talking digital cameras, and Nintendo DS Cases; and Scorpio Posters for posters in all sizes and print formats, including flocked and blacklight.

Summer 2012

Licensing Show 2012

Character & Entertainment

Lalaloopsy for the Feet from MGA

MGA Entertainment and licensee SGFootwear introduce a new line of Lalaloopsy footwear for kids. The Lalaloopsy Skate Shoe features functional elastic laces and a Velcro strap. Color schemes include two shades of pink patent with a buttons and hearts print. The glitter heart patch on the side of the shoes features the character Crumbs Sugar Cookie. Lalaloopsy Athletic shoes also feature elastic laces and a Velcro strap, and feature pink mesh and trim on a purple metallic base. The shoes feature a stars print, and the glitter heart patch features the character Pillow Featherbed. The Lalaloopsy Canvas shoes are lace-less oxfords with a heart-accented Velcro strap. They feature lavendar glitter trim combined with black and white canvas. The ruffle trim on the collar aims to provide a feminine touch to the overall sporty items. The silk screen on the side features Peanut Big Top. For the home, Lalaloopsy Scuff Slippers feature a pink plush upper half with a matching polka dot sock portion. The Lalaloopsy Sock Top has a pink plush base with a neon orange sole. Bubblegum and pastel pink stripes accent the sock, and the embroidered face is of the character Pillow Featherbed.

Sanrio’s Hello Kitty

Sanrio announces that Sakar International has launched a new collection of Hello Kittybranded kitchen appliances. The products range from a hand mixer and tea kettle, to a slow cooker, a pancake maker, a rice cooker, an ice cream maker, a popcorn popper, a cotton candy maker, and a cordless hand vacuum, all featuring a pink color scheme and the signature Hello Kitty style. The new appliances were released to Target this March.

Summer 2012

Lego and SGI

Lego, along with licensee SGI Apparel, introduces a new line of sleepwear for its Lego/Ninjago brand. The Lego/Ninjago boys’ coat style pajama set features a brushed micro jersey feel with ribbed piping. A two-piece set with raglan sleeves, and a 100-percent cotton long sleeve and pant pajama set will also be released by SGI.

My1story Tones Down Fairy Tales

My1story, a new company from two former Disney executives, aims to create a kinder fairy tale kingdom, using classic characters but with a gentler twist to a true happy ending. The titles 3 Lil Pigs & Harry, Goldie & The Teddy Bears, Jack’s Beanstalks, and Lil Red Riding Hood & Wolfie have all been updated with new storylines about sharing, friendship, and problem solving. Last October, Mexico stationery goods company Granmark signed a deal to manufacture and market a complete line of My1story party goods, including wrapping paper, gift bags and boxes, mini coloring books with stickers, and additional party favors, decorations, and social expression items. This year, My1story will announce additional deals in the toy category for Latin America and intends to fulfill an initial phase of international licensing to include publishing, toys, home décor, and bedding.

Licensing Show 2012

Character & Entertainment

From the Strip to the Shelf with King Features

This year, King Features combines the famous army general Beetle Bailey with famous sailor Popeye for a limited-edition menswear fashion program through a collaboration with fashion innovator Darren Romanelli, known for his fashion brand Dr. Romanelli. Comic icons Beetle Bailey and Popeye’s paths cross to create an Americana- and military-infused collection for both men and boys. Betty Boop continues to remain relevant with a whole new generation with the expansion of Baby Boop, the infant-version of the Queen of Cartoons. New agreements have been signed for infant

apparel and accessories, baby care products, gifts, stationery, and learning products. The cartoons continue with King Features’ Sunday Funnies brand, a collection of the timeless Blondie, Beetle Bailey, Hagar the Horrible, and The Family Circus, all ready to use on a wide-array of consumer products.

C3 Entertainment Expands Three Stooges Lineup

C3 Entertainment has signed several licensees for the Three This added to a toys and games category that already included Stooges classic program for movies licenses, including Changes The Three Stooges Monopoly Game, Collector Yahtzee Game, and All-U for T-shirts; International Collector Coins & Stamps and the Mr. Potato Head set. from IGPC and Homestands. Beeline Creative came to market with the first Three Stooges New licensees with both classic and movie licenses include Pa- Talking Bobbleheads and also has lunchboxes and nesting dolls. percutz for new, movie-based comics and Multipet International licensed a collection of plush reprints for classic Three Stooges comics dog toys with Three Stooges character imagery and in a collector’s hardcover edition; voice boxes with Three Stooges phrases. Browntrout with a movie calStreamline Design & Silkscreen, Inc., endar and joining Leap Year licensed co-branded tees with StreamPublishing, Inc. and Mead line’s Old Guys Rule and Coastal ClasWestvaco for classic Three sics brands. Stooges calendars; and Easter Roto-Rooter used the classic Three Unlimited, Inc./Fun-World for Stooges in its national television and radio Halloween costumes. advertising campaign, joining a list that includes Senitype licensed the movie for its colPublic Storage, Time Warner Cable, The Georgia Lotlectible film cel program producing a coltery, Telefonica, Master Card, Verizon, Carl’s Jr., Dicklectible bookmark, film cel card, and movie ies, and McDonald’s. ticket. Each is a limited edition, individuC3 has also taken on additional classic brands for ally numbered and embedded with an licensing and merchandising, including the Barbi Benoriginal 35mm cel from the movie. ton Signature Collection of merchandise and prodThe Three Stooges Lottery Program exucts. C3 is seeking licensing partners in all categories Three Stooges Movie T-shirt panded with 11 new games from eight for the Barbi Benton Signature Collection. C3 has also announced its exclusive representation of Dan states, all launched in the first four months of this year. Another gaming-related license was taken by Universal Manufacturing Haggerty, best known for his starring role as Grizzly Adams in Company, Inc. for charitable giving products: Bingo paper, pull the television show The Life and Times of Grizzly Adams, for worldwide licensing and merchandising. tabs, punch boards, ink markers, and jar tickets. Arrow Classics/Linda Lovelace also became a C3-represented New Three Stooges classic licensees include White Mountain Puzzles, which released a 1,000-piece montage last holiday season. brand for licensing and merchandising.

Summer 2012

Licensing Show 2012

Character & Entertainment

Ohiya Hits the Ground Running The world of Ohiya is inhabited by cute and crass, but always friendly, characters that carry a message of friendship and fun. Created by illustrator Jason Tharp, Ohiya offers humor, positive messages, and up-to-date fashion statements. Earlier this year, Ohiya products launched at retailers and included apparel, plush, purses, lanyards, key chains, and buttons. In its licensing agreements, Ohiya aims to appeal to consumers worldwide with products across all categories to fit every budget. These include accessories, toys, publishing, social expressions, and school supplies.

Evolution Expands Executive Team and Client List

Evolution’s founders, Travis J. Rutherford and Adam Unger, have ing for BandMerch Inc., and as executive director of product develjoined forces with Stanley Lerman and Ryan Broomberg to expand opment and creative services for Paramount Pictures. the capabilities of the firm. Evolution is now looking to expand its The company’s vast suite of services include strategic planning client portfolio from filmed entertainment and character brands into and market analysis; consumer insights and brand research; licensee new media, location-based entertainment, corporate trademarks, identification, qualification, and negotiations; product design, sourcconsumer-packaged goods, and fashion brands. ing, and logistics; creative and product development approvals; reLerman has been named Evolution’s managing director and tail development; direct response programs; and brand manageCOO, and is a seasoned entrepreneur and chartered accountant ment compliance. with more than 25 years’ experience ownEvolution will continue to handle ing and operating major corporations. He Summertime Entertainment’s new anibrings extensive retail, consumer packaged mated feature film, Dorothy of Oz, to be goods, fashion, and direct response experireleased theatrically next year; Zinkia ence to the company. Lerman’s primary reEntertainment’s animated preschool sponsibilities are strategic planning, operaproperty Pocoyo; Zydeco Studios’ chiltions, finance, and legal, and he will oversee dren’s novelty brand Floppets; and the all international licensing efforts. new business development function for Ryan Broomberg, named as executive Creata. vice president, brings expertise in retail opThe company has acquired several erations, sourcing, and distribution logistics new entertainment properties and a to Evolution. Broomberg, also a chartered technology client, including Taffy Saltaccountant, has more than 25 years’ experiwater, a new animated series created by ence in building companies across a broad author and artist Michael Paraskevas; Cuddletunes Monstroids, an animated series that takes spectrum of consumer industries, including alcohol and beverage, premium packaging, and novelty retail. Also on classic monsters; The Farm Team, a new animated series surjoining Evolution as senior director of licensing and brand compli- rounding animals with super powers; and Cuddletunes, software ance, Kirsti Tichenor will handle all product development approvals, that allows users to record their own audio tracks over a beautiful creative services, and category licensing sales. Tichenor previously music soundtrack and download them to an MP3 player inside their worked as a premium buyer for U.S. Sales Corp, director of licens- child’s plush toy.

Summer 2012

Licensing Show 2012

Character & Entertainment

Striker Entertainment Takes Aim

Striker Entertainment features several new blockbusters at this year’s Licensing Show, including the film sequel to The Hunger Games, Catching Fire, which releases in theaters November 2013. Striker will also feature Pacific Rim, a summer 2013 action film from Legendary Studios, directed by Guillermo del Toro, and starring Charlie Hunnam, Idris Elba, and Ron Perlman. Striker continues to represent new film properties from Summit Entertainment, the studio behind The Twilight Saga, including Ender’s Game, based on the science fiction novel series, starring

Harrison Ford, Asa Butterfield, Hailee Steinfeld, and Viola Davis (November 2013); and Warm Bodies, the zombie/human love story starring Nicholas Hoult, Teresa Palmer, and John Malkovich (February 2013). Other properties that will be featured at the Striker booth include AMC’s The Walking Dead television series and Ted, a live-action feature film from Seth MacFarlane.

doll of Katniss Everdeen from The Hunger Games

CPLG Invades Licensing Show’s Space with Classics

CPLG U.S., the licensing arm of Cookie Jar, will showcase several oping Johnny Test party goods for its Birthday Express website. properties, including Caillou. Toys “R” Us stores nationwide and Johnny Test also has a master T-shirt partner, ODM, which is Toysrus.com will offer an expanded assortment of Caillou mer- selling into retail now. chandise this fall. The line includes figures, play sets, puzzles, bath New deals signed for evergreen girls’ property Strawberry toys, and plush. PBS Distribution continues to release new Cail- Shortcake include Koba Entertainment for a ticketed Strawberry lou DVD compilations this year, includShortcake theatrical show premiering ing Caillou's Outdoor Adventures and Cailin January 2013 in North America; lou’s Mysteries and Adventures. Caillou Newco for a foam sleeper, foam chair, bedding is being developed by new masand bean bag now prominently featured ter bedding partner, Baby Boom (dba on an endcap in all Babies “R” Us stores; Betesh Group). and a Toys “R” Us exclusive line of roleHaving launched a new toy line last play toys. fall, The Bridge Direct is the master toy New Space Invaders products inpartner for Richard Scarry’s Busytown. clude apparel from Changes and JunkThe Busytown Play System lets kids exfood, children’s sleepwear from Saraplore and play in their own Busytown max Apparel Group, Inc., and adhesive world, while Wonder Forge follows its wall clings from Blik. E-commerce prodEye Found It! board game with the Busy, ucts are available from Blik, ThinkGeek, Busy Airport Game. CPLG will renew its and Pop Fanatics. partnership with the American AutomoClassic construction toy brand Erecbile Association (AAA) to continue protor has brought back to life the tradimoting child passenger safety, and has tional system that made it famous and Space Invaders T-shirt secured a top QSR partner for most of continually moves toward innovation next year. Koba Entertainment is launching a live, ticketed stage with the imaginative assembling systems that it devises using the show for this fall in North America. Home furnishings are being latest materials. CPLG is developing a licensing program for kids developed by Gift Creations. Toddler footwear is being developed 4 to 10 years old, as well as for teenagers and adults. Ambassadors of Goodwill, the Harlem Globetrotters are in deby Crocs. With 26 new episodes in development for kids’ TV show velopment for a licensing program that features men’s apparel Johnny Test, a new Johnny Test mobile gaming app releases in June from Freeze, accessories, sporting goods, trading cards, and infrom 505 Games for the iPad and iPhone. Buy Seasons is devel- teractive games.

Summer 2012

Big Films on the Horizon for Warner Bros.

Warner Bros. Consumer Products aims to provide opportunities grams The Looney Tunes Show and Scooby-Doo are seeing deals with for licensees and retailers around the world with The Hobbit: An new licensees to bring to market new merchandise. DC Comics will again be at the forefront of Warner Bros.’s plans, Unexpected Journey and Man of Steel. Also on the Warner Bros.’s slate are The Dark Knight Rises, which will be supported by mas- as the company, along with DC Entertainment, has extended its ter toy partner Mattel and additional partners, and next year’s partnership with Mattel. Additionally, Batman Live, an actionpacked, live stage show, will The Hobbit: There and Back Again. debut in North America this Warner Bros. is currently working fall, following its runs in with a range of licensees for The Europe and South America. Hobbit films, including master toy Another live show, Harry partners The Bridge Direct and Potter: The Exhibition, in partVivid Group. nership with Global ExperiWarner Bros. continues to supence Specialists, continues to port its slate of TV animated fare, bring an interactive experience with the growth of its DC Nation highlighting costumes, props, block on Cartoon Network, along and other film artifacts to fans with the new series Beware the Batall over the world. man. The timeless animated profilm still from The Hobbit:An Unexpected Journey

Zenescope Kick-starts Its Grimm Series

Zenescope Entertainment has announced that its Kickstarter project for the Grimm Fairy Tales animated series has been successfully funded. The campaign, which ended May 1, reached a total of $188,970, the sixth highest funded film and video project in the website’s history. The series, directed by Joe Schnepp and with Titmouse Studios handling animation duties, will begin pre-production immediately and is planned for a release later this year. The story features a realm filled with creatures both good and evil, following Cinderella, Goldilocks, and Red Riding Hood, along with goblins, trolls, and dragons, as they battle for control of the realms of power and for the fate of humanity. The pilot features voice work by Lena Heady, Briana Evigan, Chris Hardwick, and Josh Barnett, as well as art contributions from Bill Sienkiewicz, Alex Pardee, Eric Powell, and Roman Dirge. Zenescope announces the release of its first line of action figures, as well as a board game with a flip board feature, from 5th Planet Games, based on its Wonderland comic book series. The Alice action figure, sculpted by

Clayburn Moore from C.S. Moore Studios, is the first planned release from the upcoming line. Wonderland features Violet and her mother Calie, who has escaped from Wonderland only to remain on the run with her daughter from the realm of madness. The first original series in Zenescope’s Silver Dragon Books line, Jurassic Strike Force 5 tells the story of alien overlord Zalex, who transforms Earth’s once-abundant dinosaurs into the ultimate soldiers in order to conquer the universe. Coupled with the comic book will be a line of action figures sculpted by C.S. Moore Studios, which will include Rex, Spike, and other Jurassic Strike Force 5 characters. Writer and expert monster hunter John Paul Ross talks to readers about the methods and explains the strategies and dangers of hunting, battling, and capturing dangerous monsters in the Monster Hunters Survival Guide. Zenoscope will soon have news on a line of collectible Sasquatch, Yeti, and Pitt toys. Zenescope also announces that Brett Ratner and Rat Entertainment have been brought aboard to bring its comic book series, The Library, to the big screen.

Summer 2012

Licensing Show 2012

Character & Entertainment

Imira Entertainment Seeking Licensees for Brands

Imira Entertainment, Spain’s leading production, distribution, and licensing company specializing in youth programming, showcases Lucky Fred and Kumis at this year’s Licensing Show. Lucky Fred, a broadcast-based property aimed at 6- to 12year-olds, has already attracted a strong lineup of international partners. The series has sold to more than 155 territories worldwide. New channels signing up for the animated series include RTM in Malaysia, e-Vision in UAE, TG4 in Ireland, and Kidz in Turkey. They join broadcast partners including TF1 for France; Disney Channel in Spain, France, Italy, Germany, India, Israel, and Australia; and Nickelodeon in Benelux, Scandinavia, Latin America, Asia, and South Korea. TF1 Licences (France) and CPLG (Benelux) have also been appointed as agents for Lucky Fred and Imira, which handles the L&M rights for the series in Spain and Portugal, and has already signed licensees Editorial Planeta and Grup 62, which are set to release books in Spain between 2012 and 2014. New licensed products to be developed include candies from Dracco, for the European market. Imira will be seeking new partners in additional categories. The series is complemented by the Lucky Fred cross-platform app, which features a Web and mobile-based interactive geo-lo-

calized alien hunt for the whole family to play. It includes multilayers, collectibles from the series, and puzzles. Available around the world via the Apple Store for iPhone and Android Market, the app recruits fans as special agents and tasks them with finding and neutralizing aliens in their own city in exchange for prizes, including exclusive collectibles and discounts for local attractions. Imira will also be looking to expand the consumer products range of Kumis, a Japanese-inspired brand that incorporates four small geishas, a Buddha, and a ninja, each with distinct personalities and colorful looks, mixing traditional and modern Japanese style with an emphasis on ‘60s style. More than 300,000 teens own a Kumis article. The Kumis brand has been adapted for products including figurines, plush, bags, pencil cases, and homeware, and is especially popular with females ages 8 to 35 with a special line of products for kids ages 8-12. Kumis products are currently distributed in more than 30 countries worldwide, and new designs are released every season. Imira represents the brand in Europe. With an emphasis on design and decoration, La Habitación de Nekane creates original properties for all ages. Its products are found in more than 700 points of sale and in all major fashionable stores and concepts across Spanish cities and the rest of Europe.

SPD Brands Boasts Strong Lineup

SPD Brands, represented by The Licensing Group, launches new properties at this year’s Licensing Show, including Malibu Life, Heart Girl, and Flight Patterns. Malibu Life captures the spectacular beauty, attitude, and spirit of California’s most glamorous and affluent beachfront community, with an extensive range of designs. Known worldwide and referred to by locals as simply “The Bu,” Malibu is the very embodiment of the Southern California beach lifestyle. Heart Girl is a happy, whimsical character who lives in the magical world of Heartland. Inspired by the sweet and creative innocence of little girls, Heart Girl symbolizes affection, friend-

Summer 2012

ship, kindness, and love. Flight Patterns features innovative illustrations and patterns using airline route maps and the familiar three-letter airport designation codes unique to each airport worldwide, as well as other familiar symbols associated with air travel in an array of compelling designs.

Licensing Show 2012

Character & Entertainment

NBCUniversal Encourages You to Keep Losing

NBCUniversal Television Consumer Products Group and Shine America has announced the launch of The Biggest Loser Live Training program through a partnership with the Aerobics and Fitness Association of America (AFAA). The program will offer certification for fitness professionals to become official “Biggest Loser Pros,” as well as offer direct-to-consumer fitness options with both online and onsite training. To launch the program in July, the AFAA will offer free workout sessions, conducted live online with a Biggest Loser Pro. NBCUniversal will also join with The Biggest Loser season five contestants, Jackie and Dan Evans, and their company FitWorld to introduce a series of national run/walk events this fall. The first event, scheduled for September, will take place in San Jose, Calif., and each event will include 1K, 5K, half marathon, and full marathon courses. Continental Event and Sports Management, in a deal brokered by Russ Kamalski and Nora Wong of Consumer strategies, will assist in the production of the events. Eddie and Marilyn Munster action figures

A group of new products based on NBCUniversal’s classic television properties will be released this year. For the 1978 version of Battlestar Galactica, Bif Bang Pow will release a line of retro figures this July. The 8-inch action figures feature multiple points of articulation, episode-specific fabric clothing, and a retro style reminiscent of the Mego action figures from that era. An Apollo and a Cylon Centurion figure make up the initial launch. Costumes for the classic Battlestar Galactica brand will be released this fall from Anovos, and later this year, a set of high-end prints of Ralph McQuarrie’s original concept art will debut from EFX Collectibles. Diamond Select Toys joins NBCUniversal to release the Eddie and Marilyn Munster action figure two-pack this August. The two youngest members of the Munsters clan come as a pair, along with character-specific accessories for Spot and Woof Woof. The new Munsters House Model Kit, from Moebius Models, is 1:87-scale and stands approximately 6 inches tall upon completion. A set of Six Million Dollar Man and The Bionic Woman Trading Cards will be released by Rittenhouse Archives later this year.

The Wiggles Get Their Wiggle Back at 20

Worldwide children’s band The Wiggles are having a big year after founding member Greg Page returned to the band, following a five-year absence. The Wiggles recently announced, however, that this would be the final year of the original lineup. Yellow Wiggle Greg Page, Red Wiggle Murray Cook, and Purple Wiggle Jeff Fatt have decided to retire from the band. This summer’s “Celebration Tour,” a 30-city concert series occurring during July, August, and October, celebrating the band’s 21 years together, will be the final chance for fans in North America to see the original lineup perform together live on stage. Next year, Lachlan Gillespie, Simon Pryce, and the firstever female Wiggle, Emma Watkins, will join the group’s founder, Blue Wiggle Anthony Field, on stage. After leaving Disney in 2009 to become an anchor brand at the 24-hour preschool cable network Sprout, The Wiggles are poised to bring their pol-

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ished edutainment programming onto network television this year, with the launch of Sprout’s Saturday morning preschool block debuting on NBC this July. The group is in talks to finalize a new daily show to air on Sirius XM’s Kid’s Place Live, also starting in July. Fans can also bring the Wiggles home with The Wiggles Big Birthday, a DVD release from N Circle, and a new CD release from Razor & Tie, in mid-July. Ruckus Media Group will feature The Wiggles as part of the initial books for the release of the Ruckus Reader, a learning program for the iPad. Jets, Sets and Elephants Beauty Corporation is launching a new line of Wiggles bath products for toddlers, which will include bubble bath, shampoo and conditioner, foaming hand soaps, and character-head bath sponges. California Costumes will launch a new line of Wiggles costumes for children. BuySeasons is releasing a line of Wiggles-themed party supplies beginning this summer.

Licensing Show 2012

Character & Entertainment

Live Nation Merchandise Is Ready to Rock

Live Nation Merchandise is set to release a whole new batch of licensed products for many of its rock and roll brands. AC/DC hits the U.S. with an expansion of its AC/DC wine program. Warburn Estates, in a deal brokered by Live Nation Merchandise, will release all four varieties to the U.S., including Back in Black Shiraz, Highway to Hell Cabernet Sauvignon, Thunderstruck Chardonnay, and Hells Bells Sauvignon Blanc. This May, EMI and Apple Corps., in conjunction with D&E Entertainment, brought the original feature film Yellow Submarine back to theaters throughout the U.S. Live Nation Merchandise has been working with licensees to not only create new products, but also to rerelease past hits, including plush figures from Factory Entertainment, model kits from Round2 Corp., collectible figures from Knucklebonz, buildable figures from K’nex, Pop! vinyl from Funko, and artwork from Dark Hall Mansions, among others. Live Nation announces that it will be a busy year for KISS, starting with a new line of build-

able figures from K’nex, available exclusively at Target stores, Target.com, and K’nex’s website this fall. The new KISS credit card, from UMB Bank, offers qualified cardholders benefits including no annual fee, a low APR, and reward points for shopping at participating merchants. KISS By Monster Mini Golf is a rock and rollthemed amusement attraction based on the fire-breathing band. The indoor mini golf course features 18 glow-in-the-dark holes, a live DJ, the Rock & Roll All Nite Café, and the Hotter Than Hell Wedding Chapel. Showing its versatility to appeal to all ages and genders, KISS will also enter into a global collaboration with Hello Kitty, which will merge the two pop-centric brands together on product lines beginning this year. Live Nation also announced that Wayde King and Brett Raymer, from the Animal Planet series Tanked, have created a custom KISS-themed fish tank, which was unveiled at the new KISS By Monster Mini Golf course and will be featured on Tanked’s upcoming season.

Garfield Adapts to New Technology

Paws, Inc.’s timeless lasagna-loving cat, Garfield, rolls on this year fueled by growth in China, a host of direct-to-retail programs, and programs in France, Brazil, and the U.S. Garfield’s popularity worldwide has been given a boost by The Garfield Show, which appears on Cartoon Network and Boomerang in 130 countries. Paws has also brought Garfield into the digital realm this May, along with SoPeachi Entertainment, which launched digital platforms for Garfield and Friends, U.S. Acres, and Garfield TV specials. The shows were also digitally remastered for the release and will be featured on Amazon Prime, iTunes, BestBuy’s CinemaNow, Hulu, Cineplex, WalMart’s Vudu, and other outlets. A new partnership between Paws and Hong Kongbased Totally Apps/Out-

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blaze Ventures has resulted in cross-platform apps for Garfield’s Diner for iPads and iPhones on iTunes, and Garfield’s Defense for Android on Amazon. Google Play and additional iTunes releases will follow. For digital publishing, Paws announces new e-book releases from Random House and digital storybooks for Barnes and Noble’s Nook devices. Castlebuilder introduces Garfield’s BooClips app, featuring Garfield’s Pet Force, which is presented with word-for-word narration, voice-over recording, and HD video. It features a 3-D interface, touch capabilities, sign language interpretation, and translation to different languages. Paws has also expanded Garfield in the traditional licensing field, with new licensees Aurora for plush, Play Imaginative for action figures, T-matalon for color and wash dolls, Gooseberry Patch for a cookbook, Genera Mobile for mobile apps, Boom! Entertainment for a comic book, Cat Fanciers’ Association for promotional, Late for the Sky for board games, Field Candy for popup tents to benefit charities, and Californian Products for pet products.

Yash Raj Films

Yash Raj Films, the Bollywood production house, has announced that it has exclusively partnered with Soundtech to offer Bollywood-inspired social expression products this August. The new line will include greeting cards, sound cards, gift wrap, calendars, and electronics. This was the first partnership brought together by the Wild East Group, and Yash Raj Films will soon finalize deals in the publishing, home décor, back-to-school, and apparel categories.

Jim Henson Celebrates the Old and New

For The Jim Henson Company’s Pajanimals, Tomy International, the U.S. master toy licensee, is developing an assortment of toys and juvenile products, including plush, figures and play sets, nighttime projectors, monitors, nightlights, nap mats, and play mats, which will launch next year. Additionally, The Jim Henson Company recently inked a digital licensing deal with N-Fusion Interactive, under which the company will release the first Pajanimals app in June. This August, NCircle Entertainment, which holds the home entertainment rights for the U.S. and Canada, will release the brand’s first DVD, Meet the Pajanimals. Other licensees set to launch products next year include SaraMax Apparel Group for sleepwear, Planet Sox for socks, Lighthead Beds for illuminated graphic children’s headboards, Starbound Entertainment for parade balloons, and California Costumes for infant and toddler Halloween costumes. Dinosaur Train brings trains and dinosaurs together in an animated children’s series airing on PBS Kids. Most recently, the company signed a licensing agreement with TDG & Associates to develop healthy foods and snacks for toddlers across several food categories. Master toy licensee Tomy will debut new products this year, including new additions to its InterAction Figure line. Tomy will also expand the Dinosaur train play set offerings with the introduction of the Arctic Adventure Motorized Train set and Big Dinosaur Motorized Adventure set. For the brand’s publishing program, by the end of this year, more than 100 Dinosaur Train reading and activity books— from partners Penguin, Random House, Reader’s Digest, and Publications International—will have been released globally.

Additional U.S. Dinosaur Train licensees include VTech Electronics for ELAs, Mega Brands for construction toys, Uncle Milton for science toys and kits, Pressman Toy for board games, Patch Products for magnetic play sets and puzzles, Sunstar Americas for toothbrushes and accessories, Rail Events for live events, DecoPac for cake and cookie decorations, Hallmark for greeting cards, California Costume Collections for Halloween costumes, Cranston Fabrics for fabrics, and Crayola for its Crayola Wonder products and coloring books. Mega License has been appointed to oversee the licensing efforts for the brand in Russia, and new agents for Germany and the UK will soon be announced. New European publishers include Puffin in the UK and Egmont in Poland for cover mounts. To celebrate Fraggle Rock’s 30th anniversary next year, The Jim Henson Company has signed 30 brands, designers, and artists for the Dance Your Cares Away Fraggle Fun campaign, which will include a line of Fraggle denim, a line of funky costume jewelry, a Fraggle Rock String Doll Gang line, and a compilation record. The current Fraggle Rock licensing program in the U.S. includes Jem Sportswear and Bioworld for apparel, Concept One for accessories, and Manhattan Toy for plush and puppets. Archaia Studios Press continues to introduce new Fraggle Rock graphic novels. Outside the U.S., The Jim Henson Company currently has 13 apparel companies creating products for Spain, the Nordic region, the UK, and Canada. The company’s Henson Independent Properties banner is licensing its Psyclops and Skatelab properties.

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Licensing Show 2012

Character & Entertainment

Bruno Expands

Bruno Productions will continue to represent Angel Cat Sugar, Fido Dido, Twisted Whiskers, and Almost Naked Animals this year, while building on its newest brands, Soft Spots and Wooly. Bruno Productions holds the worldwide rights for Soft Spots, a property centred around six colorful dalmatians. The new website, www.soft-spots.com, features activities, such as coloring and craft making. Also, Mishme Enterprises is developing a Soft Spots avatar, which will soon be available on Facebook and mobile app. Pioneer Balloon will release balloons, and Paso will create colorful bags, backpacks, and school accessories. Bruno Productions is the licensor for Wooly, a little lamb who teaches important life lessons. Currently, there are 26 animated episodes of Wooly aired on Dutch and Belgian television, while Toongoggles, a children’s entertainment channel, launched English episodes on its website. This year, Moveable Code will release the first Wooly Step-by-Story, which enables children to create their own story.

Soft Spots

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Creative Licensing Goes Retro

Creative Licensing Corporation, a licensing agent for hundreds of motion picture titles, reports a strong upsurge in retro films in the past year. CLC has seen an interest in its movies from the 1980s and 1990s, with Terminator, Rambo, Evil Dead 2, Basic Instinct, and Bill and Ted’s Excellent Adventure being the most widely licensed films. These films are popular with traditional categories, such as T-shirts and collectibles, as well as new areas, such as online gambling games, social media games, and theme park attractions. With nearly 100 active licensees, CLC is seeing new interest from many countries. Current licenses are headquartered in more than 15 countries besides the U.S., including the UK, Germany, Denmark, Israel, Italy, Australia, China, Japan, and even Lichtenstein and Gibraltar. At Licensing Show, CLC will showcase some new retro films: Serpico, The Graduate, Mad Monster Party, The Deer Hunter, and This Is Spinal Tap.

Wendy Thorburn’s Debut Ride

Wendy, made by Red Kite Animations for international publishers DC Thomson & Egmont, is a new 3-D animated series for girls ages 6-10. The story follows comic bookfavorite Wendy Thorburn, an accomplished horsewoman who lives at the crowded Rose Valley Stables. There she spends time with her best friend Bianca, tries to steer clear of rude cousin Vanessa, and tries to ignite a romance with love interest Jerry. When the going gets tough, Wendy retreats to her stable of horses, using her sixth sense to connect with them as nobody else can. The new 3-D series of 26, 24-minute episodes will debut on KIKA, ZDF, and France TV at the end of this year, with additional broadcasters to follow next year. Licensing partners for a line of products to be released this year and next year include Gorian Consumer Products in Germany, France Television Distributions for France, and Egmont for Nordic. ZDF Enterprises will handle broadcast sales for most international markets.

4Kids Goes for TV and Beyond

4Kids Entertainment has a series of new announcements for its Yu Gi Oh!, J.V. The Extraordinary Adventures of Jules Verne, Beast Keeper, The Artist Collection: Dog and Friends, Max Adventures, and Pachanga properties. The fourth series of Yu Gi Oh! Zexal is planned for a television rollout this fall in top international territories. Other news includes a monthly booster and starter pack of the Konami trading cards and the search for global licensees in key categories, such as toys, apparel, accessories, and school supplies. The new action comedy J.V. The Extraordinary Adventures of Jules Verne imagines that the legendary author of classics, such as 20,000 Leagues Under the Sea, Around the World in Eighty Days, and Journey to the Center of the Earth, actually lived through these experiences as a young man. J.V. will have a television debut later this year and licensees in publishing and toys will be announced. Beast Keeper, a new animated adventure series co-produced by Starbright, Mondo TV, Ponpoko Productions, and Kappa Edi-

zione, is comprised of 52 13-minute episodes. New TV deals across multiple territories and licensees in the master toy category are to be announced for a 2013 launch. The Artlist Collection animal photography franchise, which targets girls ages 6-14, has a new style guide available with updated assets and a 2-D version. Licensees, including Eaglemoss and TCC, are extending their lines across multiple territories, and new licensees are currently jumping on board. ADTR program is planned for this fall with French retailer Gifi. Adding to the list of Max Adventures global licensees, a new group of CGI-based deals to extend beyond TV have been agreed upon, including a 4-D film with a Jurassic theme by The Juice, scripted CGI attractions from Animalive, and a 3-D avatar for mobile devices and apps for launch at amusement parks next year. The Pachanga collection boasts more than 300 different species of moths created by Ecuadorian artist Belen Mena. The designs have been translated into books, jewelry, interiors, and stationery.

Santoro Stays Simply Gorjuss

Santoro London announces a host of news for its Gorjuss line. The company has appointed A. Fulton Company Ltd. as a new partner for Gorjuss Umbrellas. Fulton will launch its first design as a retail exclusive later this year. For Gorjuss back-to-school stationery, Santoro announces the appointment of licensee Gut Distribution SRL in Italy, with its first licensed collections planned for next year. Gut will also distribute Santoro London’s fashion bags, purses, wallets, and fashion stationery in Italy starting later this year. Santoro’s high-end Gorjuss and Eclectic scented candles, fragranced ceramics, and reed diffusers will be released in the UK by Ashleigh & Burwood Ltd. later this year. Santoro will also bring a line of Gorjuss back-to-school stationery and agenda books to Brazil this year

through a partnership with Jandaia (Bignardi Industria E Comercio De Papeis E Artefatos LTDA). Santoro’s Gorjuss cross stitch kit licensee Bothy Threads Ltd. recently took home the award for Stitching Licensed Character of the Year 2012 at the British Craft Awards. The company has a new range of kits currently in development. In addition to its Gorjuss Ruby 500-piece jigsaw puzzle, French licensee Jeux Ravensburger SAS is now planning a number of new Gorjuss product launches, including 1,000-piece puzzles aimed at adults. UK fans of Gorjuss will soon see the retail launch of the Special Edition Cloth Doll range, developed by Aurora World UK Ltd. Sneak peeks of the dolls recently hit Facebook, and even more doll designs are in development for release later this year through next year.

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Corporate Corner

Beanstalk and NBA: A Powerful Pair

Formerly competitors, these two licensing agencies are experiencing enormous success following their merger in 2011. Now, in their second year together, Beanstalk and NBA make plans for the future.

In January 2011, Omnicom Group, Inc.’s Diversified Agency Services announced its acquisition of corporate licensing agency Nancy Bailey and Associates, Inc., and its plans for NBA to become a division of Beanstalk, a global brand licensing agency and consultancy. Now, 18 months later, the merger has provided global resources to NBA, a depth of connections and experience in food licensing to Beanstalk, and the ability for the agencies to develop a new brand acquisitions service. Michael Stone, president and CEO of Beanstalk, says the merger exponentially increased their knowledge and relationship bases. “By combining the two, we just combined so much knowledge. It’s like one plus one equals three.” Founded in 1982 and 1992 respectively, NBA and Beanstalk both specialized in the development and management of brand licensing programs. Today, the combined agency’s clients include Stanley Black & Decker, Procter & Gamble, AT&T, U.S. Army, HGTV, Chiquita, Coppertone, Crayola, Travelocity, and Salma Hayek, among others. Toward the end of the agencies’ first year together, Stone and Bailey decided to integrate teams for some accounts, with Beanstalk executives working on NBA’s Crayola, Energizer, and Pennzoil accounts. Both Beanstalk and NBA had pre-existing business relationships with Procter & Gamble, so after the merger, the two agencies consolidated their P&G teams into one global team across the U.S., Europe, and Asia. “We’ve grown together really. We pitch clients together,” says Stone. “There are a lot of new client opportunities in the pipeline, and new licensee opportunities in the pipeline. We’ve been able to rely on each other’s relationships.”

A Delicious Pairing

Before the merger, NBA was a small company based in Atlanta and Miami, from where its account executives did their own selling, contract negotiation, and marketing. With access to Beanstalk’s departments for such procedures, in addition to

Beanstalk’s offices in Hong Kong and London, NBA has been able to expand its business and go global. Nancy Bailey, now vice chairman of Beanstalk, says the merger has been seamless. “When you think about doing something like this, you really never know how it’s going to turn out. But I think all of us never thought it would be as great as it has turned out to be.” Before the merger, NBA and Beanstalk had each pitched McCormick & Company to represent its Old Bay Seasoning brand. The former competitors were McCormick’s top two choices, so, naturally, McCormick became the first client they signed as a joint agency, announced in May 2011. As the licensing agency of record for McCormick’s Old Bay, Beanstalk and NBA are extending the brand’s blend of ingredients, logo and packaging, recipes, and bold artwork into food and non-food categories launching this year. The agencies are now talking to other major food companies about licensing. Around 30 to 40 percent of new brand business under consideration are major food brands and other related opportunities in the grocery channel, a huge focus for the agency, says Bailey. NBA already had a relationship with Chiquita Brands, but, after the merger, Chiquita became a global account for the company, one of the first global assignments resulting from the merger. Chiquita Brands appointed Beanstalk in October to develop a strategic licensing program for Chiquita in quality food brand extensions across Europe and the Middle East, while NBA manages the Chiquita licensing program in the U.S. “One of the things that attracted us to NBA was Nancy and her team’s great experience in the food category––years and years of experience in the food category, which is a very active category in licensing right now,” says Stone. “We had some experience, but not as broad or deep as Nancy’s. In the past year, we’ve had so many new food opportunities come our way. I can’t say it’s because of Nancy or because of Beanstalk, but now the depth of experience we have makes us a No. 1 go-to-choice for companies

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Corporate Corner interested in food licensing.”

Building Business

The merger was the catalyst for developing the new Beanstalk Brand Acquisitions service to represent manufacturers and find the right licenses for them, an area in which Beanstalk has had some clients over the years. “After the merger, when we all got together and started strategizing how to grow our now joint businesses, one of the things we looked at was this acquisition business,” says Stone. He explains that they thought they could be more strategic about it and devote more resources to the service as one team. Beanstalk appointed Nell Roney as senior vice president of brand acquisitions in January, tasking her with leveraging her 20-year industry experience and relationships to partner best-in-class manufacturers and retailers with sought after brands. “Our goals are to continue to grow organically as well as by

merger and acquisition, continue to look for new services to offer to our clients, to improve the services that we offer––we’re always looking to polish the apple––and to continue to be innovative and collaborative about the kinds of licensing that we do and the way that we work for our clients,” says Stone. The merger has allowed the agencies to grow and add to its services as well. Beanstalk has also been able to expand its preexisting auditing service as a result of having a larger pool of potential clients, while NBA is leveraging Beanstalk’s stronger presence in retail-direct licensing. The merging of two former competitors in the brand licensing space has resulted in more business and new approaches. Between Stone and Bailey, they’ve done and seen it all, says Stone. “Now, together we can pull from our history and knowledge base. It’s fun just to come up with new ways of doing business.” ••••

Beanstalk Has Celebs and Digital Properties

Since Beanstalk’s appointment as the exclusive, global licensing toys, back-to-school, HBA, home textiles, and consumer elecagency for app franchise Talking Friends, the agency has secured tronics categories. 17 major licensing agreements across North America, Europe, Beanstalk has worked with Paris Hilton Entertainment to deand Asia. The licensing program has entered the retail space with velop a licensing program that reflects Hilton’s lifestyle, targeting apparel at Next in the UK, and at Walmart and Amazon in North female consumers ages 16 to 25. Beanstalk recently announced an America. Talking Friends plush will launch globally in July at re- agreement between Paris Hilton Entertainment and Asian eyetailers including Toys “R” Us, followed by wear manufacturer OEM & Design Company to Tom of Talking Friends launches across multiple territories and redevelop an exclusive line of optical frames, suntailers for mobile accessories, footwear, gift glasses, and colored contact lenses. The range of and novelty, sleepwear, and bedding and Paris Hilton Eyewear was launched by Paris at home décor. the Shanghai Optical Fair in February, and is Beanstalk will soon announce the Movicurrently sold in department stores and specialty eStarPlanet publishing partner, kicking off jewelry stores across the region. a licensing program extending the brand In August 2011, Salma Hayek launched Nubeyond the virtual world. Licensed prodance Salma Hayek, a complete beauty collection ucts will be heavily supported within of skincare, body care, hair care, and cosmetics, MovieStarPlanet, one of the fastest growing in partnership with CVS/Pharmacy. The 100plus SKU collection, available across all 7,000 online games and social networks for CVS/Pharmacy stores, offers CVS consumers an tweens ages 8-13, with 45 million users across 11 countries. The first products for the brand are expected exclusive premium beauty line that contains exotic, natural into roll out in the UK and Nordic countries in August. Beanstalk is gredients. Beanstalk is working to secure additional global partseeking licenses for the brand in the apparel/apparel accessories, ners to expand the brand outside of North America.

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Corporate Brands

Beanstalk Adds New Clients and Expands Licensing Programs

In 2012, Beanstalk is focused on developing licensing programs for recent additions to its client roster, including digital properties, while continuing the growth of its existing clients’ programs through new product launches. Currently in product categories including frozen novelty, beverages, apparel, gift and novelty, and home décor, the Airheads brand will have several new partners this year, including handbags with Nahui Olin and a variety of apparel, home goods, toys, and gifts with online vendor Zazzle.com. Last year, Beanstalk partnered Airheads with Unilever’s Popsicle and Jel Sert to bring the product’s flavor to other items. Beanstalk added Bigelow, America’s classic tea blender, to its client list this year. Through licensing, Beanstalk will leverage Bigelow’s brand equity of great taste, premium quality, and innovative flavor variety, including green tea, into food, beverage, and health and beauty products. This year, the Chiquita licensing program will extend into adjacent food and non-food categories. Beanstalk London will work with Chiquita to extend the brand to quality food extensions across Europe and the Middle East. Chiquita will also expand into the apparel and accessory industry. Rasta Imposta will introduce the first licensed Chiquita banana costume to the U.S. and the UK. The costume will come in all size ranges including baby bunting, toddler, adult, plus size, and pet styles. Chiquita-branded lip balms, lip glosses, and nail polish will also be available this year through a licensing partnership with Almar Sales International. Open categories include yogurt, frozen novelties, frozen fruit, marmalades/jams, nuts/trail mix, baked goods, oatmeal, fruit-infused water, and housewares. Beanstalk recently appointed Home Leisure Direct as licensee for Jack Daniel’s Pool Tables, launching in Q3 2012 across Europe. Giftware licensees Poolebeck and Presentation Products will launch a number of SKUs at UK high street retail for Christmas 2012. The European licensing program for Jack Daniel’s is targeted to 18- to 35-year-old males, and features apparel, giftware and collectibles, BBQ sauces, and conAT&T iPad dock

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fectionery, distributed at grocers and department stores, specialist chains, independents, and premium mail order. Key markets include the UK, Germany, Denmark, Spain, and Italy. Nesquik continues to expand its licensing program with the brand’s equity of making life fun and healthy. Beanstalk is leveraging the Nesquik Bunny in the apparel, accessories, and housewares categories. Categories currently licensed include T-shirts and lip balm products available at various retail outlets, including Target, Beall’s, FAO Schwarz, and Claire’s. Several wallpapers and mobile apps featuring the Nesquik Bunny will be available later this year. Nesquik brand has also partnered with Evriholder Products to offer consumers fun and unique products that enhance the drinking experience. The line, including Sip’R Eye drinking straw glasses and Puzz-L-Mug, set to launch this spring and summer, will be displayed adjacent to Nesquik products on clip strips and in counter and floor displays. Beanstalk is working to extend Old Bay’s unique blend of ingredients, iconic logo and packaging, recipes, and bright, bold artwork into multiple product categories, including frozen and refrigerated seafood meals and appetizers, soups/chowders, snacks, oyster crackers, sauces and marinades, flavored cocktail mixes and alcohol, as well as non-food categories such as kitchen gadgets, kitchen textiles, and lifestyle products. Beanstalk recently partnered McCormick’s Old Bay Seasoning brand with Crab Source, LLC, a leading value-added seafood processor and manufacturer, to offer Old Bay Seasoned frozen crab cakes at retailers nationwide. AT&T-licensed products strategically complement existing telecommunications services, with more than 200 SKUs including corded and cordless telephones, business telephony systems, mobile device accessories, and children’s toys. AT&T will partner with Concept 101 to launch AT&Tbranded consumer electronics and accessories in the North American market. The initial product line will debut at the Consumer Electronics Show and will be available at retail this year. AT&T will launch a line of docking stations, headphones, and accessories for Bluetooth devices and tablets.

The Coppertone licensing program continues to expand with new licensees that reinforce sun protection and fun in the sun. InnoVision will launch Coppertone and Sesame Street cobranded children’s headwear with UPF 50+ protection, which will feature Sesame Street characters. The line will launch this summer at Rite-Aid. Coppertone sunglasses and sunreaders by Select-A-Vision will be available at all Walmart stores this summer. The program’s newest licensee, Aqua Leisure, will launch children’s UV protective swimwear, apparel, accessories, eyewear, sun shelters, inflatable pools, and beach novelties next spring. Additionally, Jerry Leigh has signed on for Coppertone vintage tees, leveraging the iconic Little Girl & Dog, launching later this year. In almost two years, Beanstalk has successfully expanded David Tutera’s brand name into key categories including bridal fashion, fine jewelry, watches, crafts, and accessories. Currently, the David Tutera for Mon Cheri bridal gowns live in more than 500 bridal stores throughout the country; David’s do-it-yourself craft product line by Darice, Inc. has found a home in Jo-Ann arts and crafts stores nationwide with additional retailers to be announced. Sears continues to support the David Tutera Bridal Jewelry collection by partner Combine, which is also working on a direct-to-consumer website for Tutera’s newest collection of fashion jewelry. Beanstalk also formed a new partnership with New Yorkbased Fabric Traditions for a collection of David Tutera printed and woven fabrics. Moving forward, Beanstalk will continue expanding David Tutera’s brand into additional categories, such as men’s formalwear and stationery. HGTV continues to grow across a number of categories. HGTV has teamed up with horticulture experts Agricola Management Group to introduce the HGTV Home Plant Collection, Expressions Annuals, launching at more than 350 garden retailers nationwide. The debut collection features mixed plant varieties in complementary color families that are matched in timing for balanced growth and consistent color. Expressions Annuals and all of the coming plant varieties in the HGTV Home Plant Collection will be supported by HGTV Know How!, which refers to the plant care tips, landscaping inspiration, and gardening ideas featured on the products, online, and in retail stores. HGTV and Bassett Furniture have announced the launch of the HGTV Home Furniture Collection, available at furniture

Licensing Show 2012

Corporate Brands

stores and independent retailers. A separate line of HGTV Home-branded custom upholstery and accent furniture, available in HGTV Home Design Centers, will be available at Bassett, beginning this fall. Other launches this year include HGTV Home Indoor Lighting with Elk Lighting and HGTV Home Solar Lighting with Alpan Lighting Products. HGTV Home will continue program expansion next year by introducing a collection of HGTV Home Fabric. Beanstalk is working with British fashion designer Matthew Williamson to help develop his brand’s international licensing program. Beanstalk is working to secure best-inclass licensing partners across a range of luxury lifestyle categories, including fragrance, eyewear, footwear, luggage, homewares, and childrenswear, internationally. Stanley Black & Decker’s licensing program will continue to expand into strategic product categories for the home and jobsite. New licensees added last year, including generators, ladders, heaters, air purifiers and humidifiers, jobsite mobile accessories, and garden hand tools, will provide opportunities for increased brand impressions and new retail channel growth. Travelocity travel accessories by Mizco Products have launched nationwide at key retail accounts, including CVS, Publix, and Bed Bath & Beyond. The extensive line includes luggage tags, neck pillows, ear buds, eye masks, cell phone covers, iPad covers, and travel kits. Beginning this year, Travelocity travel accessories will be made available directly to Travelocity.com customers to purchase online after booking a trip. Additionally, Exhart launched the beloved Travelocity Talking Roaming Gnome statue on QVC in February, and it sold out in five minutes. Categories available for licensing include luggage and bags. For the U.S. Army licensing program, new partnerships include an apparel deal with BioWorld that further expanded the brand’s presence in the mass and department store channels earlier this year, while Crocs, Inc. launched its line of Army-branded footwear in December. Beanstalk partnered with Zazzle for the creation of an official Zazzle store for the U.S. Army brand.

CTA Digital premiered its line of U.S. Armybranded video game controllers and accessories at CES in January. This past holiday season, EB Brands’ line of U.S. Army R/C helicopters and land vehicles was a toy of choice at JC Penney locations nationwide. In the sporting goods category, Tippmann Sports, Army’s paintball licensee, launched its line of U.S. Army camping equipment, including tents, sleeping bags, and camping chairs. Bravo Sports will launch a line of U.S. Army scooters, ride-ons, and protective helmets later this summer. Open categories for licensing include food and beverage, luggage, sporting goods, and die-cast toys. Pennzoil, the top-selling motor oil brand in America, continues to make its mark through new products. Through licensing, Beanstalk has extended the brand across a variety of automotive accessories including oil filter wrenches, funnels, hose clamps, spouts, drip pans, and fluid transfer pumps. The Pennzoil licensing program extends the brand to products consistent with the brand’s equity of innovation, quality, performance, and durability, with the goal of attracting new consumer segments while increasing the brand’s visibility at retail. Licensed products have secured placement at automotive, discount stores, and home improvement channels. Custom Accessories, one of the program’s longest-running partners, continues to show strong sales with the Pennzoil-branded product line. With major retail placement at Walmart, O’Reillys, Pep Boys, Ace, True Value, Canadian Tire, and Meijer, the product line saw a 30 percent sales increase last year. Products include filter wrenches, siphon pumps, and transfer pumps. Focusing on expansion, one of the program’s newest partners, Square One Brands, is currently launching a line of nostalgic products including embossed tin signs and vintage tin cabinets to be sold across various channels of retail, including Hobby Lobby. This will complement the current collectible program with New Ray Toys that also has strong placement in hobby stores. Categories available for licensing include degreasers, shop towels, creepers, fuel system tools, and lifting equipment.

David Tutera

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Ride the Rails with Ringling Bros.

The Ringling Bros. and Barnum & Bailey Circus has partnered with Bachmann Trains to let fans experience all the excitement as The Greatest Show on Earth travels by rail with two vintage electric train sets. The G-scale train set comes with a 4-60 steam locomotive with headlight, smoke, and speed-synchronized sounds, a coal tender, a performers’ car, an elephant stock car, a flat car with vintage wagons, lion and tiger circus animal figures, an 8-foot 2-inch by 4-foot 3-inch oval track, and DVD video instructions. Bachmann’s HO-scale Ringmaster train set includes a 0-6-0 steam locomotive and tender with operating headlight, three cars, body-mounted EZ Mate couplers, and a 47-inch by 38-inch oval track. Both sets include a power pack, a speed controller, and an illustrated instruction manual.

Source Interlink Media

Source Interlink Media, a multimedia agency, content creator, and licensor, now holds more than 70 enthusiast brands, making up more than 800 licensed consumer goods, including jumper cables, jumpstarts, multi-tools, and pet car safety items. The company’s Motor Trend cellular accessories and Bluetooth items will roll out this year and grow to include new GPS accessories. Source Interlink’s GrindMedia division has licensed the Action Sports Brand with Surfer and Slam apparel and accessories. Licensed mobile apps for Android phones, iPhones, and tablets continue to be a focus of the company’s business moving forward. SIM also continues this year with 11 branded radio and television shows and is on the lookout for new partners.

Licensing Show 2012

Corporate Brands

New Upgrades for MyMediaBox

Conecture Technologies is set to showcase the latest upgrades to its product approvals workflow application, Mediabox-PA, and its style guide asset management system, Mediabox-DAM. The company will also demo Mediabox-DM, which tracks deal memo terms and controls the types of projects a licensee can start in the Mediabox-PA application based on their contractual agreements. From capturing contractual terms to granting access to style guide art, MyMediabox aims to provide a complete business solution for licensors, agents, and licensees. With Mediabox-PA, the entire approval process—beginning with the completion of the online approval form to concept designs through final production submissions—all business rules and archiving can be found in one online location. With the new Mediabox-DM module, licensors will be able to track all deal memo terms, either automatically imported from third-party rights and royalty systems via integration or through direct data entry. Mediabox-DM can also regulate the types of projects a licensee can start in the system.

TÜV Rheinland

TÜV Rheinland, a third-party accredited safety testing laboratory, is teaming up with XOS, the manufacturer of the HDXRF machine, to provide education and demonstrations on the cutting edge technology of lead detection. The CPSC approved the use of the HDXRF methodology for lead detection in March 2011. The new product shows improved turnaround time, non-destructive testing, reduced required number of samples, reduced sample size (spot size as small as 1 mm in diameter), high level of accuracy (detection limits in the single-digit parts-per-million levels), and a level of detail that the results reveal beyond just pass/fail, as opposed to the wet chemistry method or the non-HD XRF technology.

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Moda’s Tour de Force

Moda Licensing introduces the Tour de France Cycling collection, from Cycle Force Group/Messingschlager. The line consists of bicycles, gear, parts, and accessories. Tour de France cycling products are available in North America, the UK, and Europe through IBD, sporting goods stores, distributors, and online retailers, including Amazon, Walmart, Dick’s Sporting Goods, Kmart, and Overstock. A range of kid and adult bicycles were released to select Walmart stores this spring.

Trademarketing Resources

This year, Trademarketing Resources showcases its stable of brands, including Polaris, Victory Motorcycles, and the National Rifle Association (NRA), as well as its newest addition, the outdoor brand Hillbilly. Front and center for Polaris is the new Polaris Electric Bike, from Evantage, which is part of a full line of electric bikes that hit stores this spring. Also new for Polaris are branded snow sleds and snow ride-ons from Globe Dragon, Polaris rugged footwear from Better Brands, and a new line of R/C toy vehicles that aim to replicate the grown-up Polaris power sports vehicles. For Victory, branded automotive accessories, from Cloud-Rider Designs, and Victory motorcycle replicas, from Maisto, will be released this year. The National Rifle Association has a line of outdoorsman’s hats, by Resistol, ready for release this year. Branded shooting glasses from Cliff Weil, disposable lighters from Clipper, and a full line of men’s and women’s T-shirts and caps from BBC Imagewear round out the new licensed NRA offerings. Trademarketing Resources welcomes its newest brand, Hillbilly, to the fold this year. A line of apparel from Mad Engine and Hillbilly personal accessories from Ultimate Accessories make up the initial products.

Licensing Show 2012

Corporate Brands

Lemur Licensing

Lemur Licensing will be displaying products from existing clients Briggs & Stratton, National 4-H Council, Snapper, and United Way at Licensing Show. Recently added licenses include Briggs & Stratton garden hoses by Parker Hannifin, United Way melamine dinnerware and calendars from Leap Year, and pet products from R&D Enterprises. Lemur Licensing continues to grow the 4-H pet and livestock products business and Snapper garden tool business from licensees Harris Farms and Meridian LG. For the first time, Lemur Licensing will be seeking licensees for new clients Blue Rhino, The Busted Knuckle Garage, and Peace and Victory logo. Primarily a men’s gift company, The Busted Knuckle Garage is a lifestyle brand for anyone who’s ever picked up a tool. Current merchandise consists of herbal skin care products, garage gear and décor, and a full line of clothing that includes work wear, caps, and shirts. The company is eager to procure a licensee for soft goods, expand its functional items, such as tools and tool boxes, and reach a younger demographic with room décor and clothing. Housewares and party goods, such as gas pump cookie jars, rubber tire coffee mugs, and gift bags, are currently in development. A majority of the direct-to-consumer business consists of female buyers searching for a gift for a husband, boyfriend, father, brother, son, or the mechanic who repaired her car. Blue Rhino is a replacement propane tank brand, targeting 30- to 59-year-old males with backyard cooking and entertainment products, camping equipment, and outdoor heating tools. Peace and Victory logo is a fun, creative brand targeting the children’s and teen market.

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Electrolux and AEG

Electrolux Global Brand Licensing’s portfolio of nearly 50 brands includes Frigidaire, Tappan, Eureka, and Kelvinator, among others. Electrolux also showcases its European brands, such as AEG, Zanussi, Corbero, and Electrolux itself. Electrolux is now focused on introducing AEG into the U.S. A part of the European market for generations, AEG carries with it the tagline “Perfekt in Form and Funktion.” Already active in the field of solar energy in the U.S., AEG will introduce a product line of LED lighting. Electrolux is interested in companies and licensees in all categories, including lighting, housewares, green energy, outdoor products, and heating products.

Muy Pop

What started as just a tiny little bubble for Muy Pop has since grown into MC Bubble and the Chew Chew, a new part of the company’s mission to mix pop music, pop culture, Asian animation, and retro graphics. Muy Pop, the vintage T-shirt brand, features a collection of prints and characters from the company’s studio. The collections, created by Muy Pop Bubble Factory BV in Amsterdam, are sold in the Muy Pop online shop and distributed throughout Europe by Relaunch Fashion BV.

ACA Joe Head to Toe

ACA Joe introduces a new line of menswear that it describes as a set of modern classics with a cool edge. Also offered are ACA jeans for women, ACA Boy, and ACA Girl. The apparel can currently be found in 80 Comercial Mexicana locations in Mexico. ACA Joe plans to expand the brand further in Latin America and the U.S., targeting licensing categories such as eyewear, footwear, hosiery, underwear, bags and backpacks, tech accessories, and more.

Licensing Show 2012

Corporate Brands

Joester Loria Expands Its Brands

The Joester Loria Group announces an expansion for its Discov- will introduce a branded line of jerky and meat sticks in convenery Communications programs, including River Monsters, Dis- ience, grocery, and supermarket chains nationwide. covery Expedition, and Animal Planet. For River Monsters, the Entenmann’s will debut a new line of premium flavored 100company unveils a line of branded fishing and outdoor gear, percent Arabica coffee and hot chocolates, a new seasonal gift bassuch as rods, tackle boxes, nets, and lure kits, as well as a collec- ket program, and a nationwide rollout of Entenmann’s bakeware, tion of men’s and young men’s T-shirts. Fishing gear launched at featuring a Mini’s collection for kids. Coming off the launch of EnCabela’s last holiday season and tenmann’s Big Book of Baking last fall, several became available at outdoor spespinoff publications and digital formats are cialty and sporting goods retailers planned for this year and next. this spring. Discovery Expedition’s Recently appointed as the North Amerinew items this year include lugcan agent for Oxford Limited, licensor for gage, from Delsey, and a full line of the University of Oxford, The Joester Loria binoculars, telescopes, comGroup will extend the brand in apparel and puter/iPad accessories, outdoor home furnishings, and will develop these lighting, and travel gear. Animal categories in the U.S. and Canada. In addiPlanet’s licensed products for both tion, the University’s libraries and museums, pets and pet lovers will grow to insuch as the Bodleian and the Ashmolean, clude lifestyle products for chilwill provide reference and source material dren and adults, including apparel, for the brand’s licensing program. accessories, footwear, publishing, As the global master licensing agent for stationery, toys, and confections. The World of Eric Carle, The Joester Loria The products are anchored by its Group has initiated a global strategy to 11-year partnership and direct-toextend the program’s reach. Key segments retail program with Toys “R” Us. include infant and toddler apparel, toys, The Joester Loria Group’s many games, arts and crafts, HBA, feeding, home corporate brands also continue to textiles, and teaching and school materials. expand this year. Pepsi licensing New to the program are museum gifts, has debuted a capsule collection home and personal accessories, junior Christian Cota’s designs for Pepsi from designer Christian Cota, inapparel, loungewear, and accessories. spired in part by the iconic Pepsi advertising that adorned runNew this year for Pinkalicious are seven new book titles and ways at Fashion Week this year. new consumer products, including cosmetics, hair accessories, SoBe will extend the brand and its lizard mascot to the worlds dress-up and role-play items, apparel, bikes, skateboards, rideof fashion apparel, accessories, and beach gear. Mountain Dew ons, and games and puzzles. Poppy Cat, the book series and PBS throwback apparel and accessories will see the addition of a new Kids Sprout series, will soon debut on NBC’s Saturday Morning limited-edition collaboration with Dew-sponsored music artists, Sprout block of programming with key licensing categories athletes, and streetwear brands to launch with online retailer planned for North America, including toys, games, and apparel. Also debuting on NBC’s Saturday Morning Sprout block, Karmaloop this year. Dew Tour will unveil its Pro Series Skateboards and Protective Gear this fall at Walmart. Additional prod- LazyTown offers live theatrical events, music, DVDs, and pubucts scheduled for launch next year include lifestyle apparel, ac- lishing. Joester Loria will launch a multi-category licensing processories, and additional collaborations with athletes and sports gram this year. Kicking off with dress-up and role play, the program will expand into healthy food and beverage, publishbrands. Heading to a different aisle of the grocery store, Johnsonville ing, toys, and games.

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Marathon Projects

Marathon Projects will showcase two of its licensing properties this year: The Kids In Need Foundation and PADI (Professional Association of Diving Instructors). The Kids In Need Foundation, a charitable organization founded in 1995, has a mission to ensure that every child is prepared to learn and succeed by providing free school supplies nationally to the students most in need. The charity’s national network extends to 25 facilities that allow teachers from low-income schools to obtain free supplies. Additionally, Kids In Need Teacher Grants provide K-12 educators with funding to provide innovative learning opportunities for students. Over the past few years, companies such as Target, Energizer, Entertainment Book, Innex, and Traveler’s Club have partnered with Kids In Need by donating a portion of their sales to the cause. PADI members, comprised of more than 6,000 dive centers and 135,000 dive professionals worldwide, issue nearly one million certifications each year, making underwater exploration accessible to the public, while maintaining the highest industry standards for safety, training, and customer service. Through the PADI licensing program, Marathon will leverage these strengths to further the awareness of the sport, with an eye on categories such as swimwear, beach apparel, footwear, luggage, dolls, action figures, video games, boats, calendars, and travel books.

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Corporate Brands

Brand Central Expands Its Reach

Brand Central will unveil new opportunities for both new and existing clients this year, and will continue its focus on the food and beverage realm, with clients such as Wells Dairy, Dr Pepper Snapple Group, Baja Fresh, La Salsa, and Beef o’ Brady’s. Newcomers to Brand Central’s portfolio this year include Beekman 1802, the brand behind the reality TV show The Fabulous Beekman Boys, and best-selling novel, The Bucolic Plague. The fitness and wellness brands Seventh Generation, Gaiam, and personal health pioneer Dr. Andrew Weil will also be represented by Brand Central, as will the home improvement and décor brands Apartment Therapy, First Alert, and, along with agency Ripe Ideas, the baby boutique Petit Tresor. Brand Central’s roster of outdoor brands, on behalf of The Jarden Corporation, includes Coleman camping, K2 skiing, Ride snowboards, ExOfficio, Marmot, Rawlings, Berkley Fishing, and Shakespeare Fishing. The agency announces that it will build ABC’s daytime cooking and chatting show, The Chew, into a full merchandise collection. Other entertainment clients include Mister Rogers’ Neighborhood and Mark Burnett Productions, home of Are You Smarter Than a 5th Grader? and The Apprentice.

EA Set to Release New Games

This year, Electronic Arts, Inc. will showcase an array of wholly owned franchises that range from “Rated E for Everyone” to “Rated M for Mature.” Electronic Arts’ franchises include Mass Effect, Dragon Age, Battlefield, Medal of Honor, The Sims, Command & Conquer, Need for Speed, Dead Space, and Army of Two, as well as its EA Sports business. EA’s launch of Battlefield 3 and Mass Effect 3 was accompanied by licensed merchandise campaigns. Notable licensees include: Razer Peripherals, BioWorld Merchandising, Walls360, Dark Horse Deluxe, Kotobukiya, Random House Publishing, Triforce, and Calibur11. In the upcoming year and beyond, announced video game releases include Medal of Honor: Warfighter (October 2012), Command & Conquer: Generals 2 (fall 2013), and Sim City (2013). With the recent acquisition of PopCap, EA expands its reach into mobile and social games. PopCap’s first brand licensing agreements have been signed with Trends International, Bioworld Merchandising, Funko!, MjC International, and Walls360. The first products from PopCap, appearing this spring, will be based on the company’s global franchise Plants vs. Zombies. The company also plans to bring Bejeweled and other franchises to fans early next year.

Discovery Communications Expands Its TV Properties

Animal Planet has been connecting animals and consumers for more than 15 years. Discovery Communications and its licensing agent, The Joester Loria Group (TJLG), plan to broaden its branded pet program, which already includes a line of Animal Planet beds, blankets, leashes, and toys from MerchSource. New products rolling out this year include pet food (Premium Pet Health), grooming products (Fantasia Accessories), and housing and litter products (Edison Nation). Animal Planet will continue to grow its pet care books and pet costumes (California Costumes). As always, a portion of the proceeds from all licensed products will continue to benefit the principal partners of Reach Out. Act. Respond (R.O.A.R), a campaign leading the way in aiding animals. Discovery will continue to develop a multifaceted licensing program including digital media, toys, fan gear, publishing, and other merchandise based on popular programs. Licensing programs that are expanding this year include Sons of Guns apparel (Club Red), Gold Rush collectible (Northwest Territorial Mint), and Dirty Jobs cleaning products. Wooly Mammoth Keeping with the core values of Discovery Kids, Big Tent has pet costume inked several new deals that expand the brand’s presence at retail. Gamenamics will debut a collection of Discovery Kids-branded, build-your-own science and robot kits. Discovery Kids has also launched new apps and mobile games. Parragon Books introduced an immersive, shark-packed interactive iPad experience with the Discovery Kids Sharks app, which features animated games, compelling information, and live-action Shark Week video footage. Zap Toys has kids taking on the role of an explorer through Scuba Adventure, now available for download on iOS, Android, and Apple devices, a game where divers navigate through the deep sea to uncover buried treasure while learning about animal and plant life. As the U.S. licensing agent for TLC, Big Tent Entertainment will spearhead licensing efforts for the network’s shows, including Cake Boss and NY Ink. Cake Boss fans can get a taste of the reality series this summer with the debut of ready-to-sell cakes through a licensing deal with Dawn Foods, brokered by Big Tent. The line will feature a selection of cakes based on recipes and designs from the show. Coinciding with the return of Cake Boss, a selection of buttercream-iced cakes will be available this summer at bakeries, grocery stores, and warehouse clubs nationwide, while fondant iced cakes will be unveiled this fall. TLC has also expanded its consumer products program with a line of NY Ink apparel featuring designs from Ami James. The program will continue to grow with accessories, gift and novelty items, home décor, and publishing lines. In partnership with global luggage manufacturer Delsey, a line of Discovery Expedition lifestyle luggage, travel bags, and accessories made its debut early this year. Products will be available at retail beginning this summer. The brand is currently seeking partners for lifestyle apparel, footwear, eyewear, and camping gear.

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The Licensing Group Offers Malibu Life and More

The Licensing Group, Ltd. (TLG) will feature new and continuing properties this year. Malibu Life, an aspirational lifestyle brand embodying the illustrious Malibu, Calif., beach lifestyle, is a versatile brand with broad appeal. The Flight Patterns brand, inspired by airport-specific three-letter codes combined with route map imagery and other familiar travel icons, is transformed into myriad patterns ideal for creating products. Social expression character HeartGirl represents the best attributes of little girls all over the world with its charming heart design. Children’s character Huggledoo—When Only a Hug Will Do—will be introduced for the first time. Bluewater Productions has commenced a licensing program for its comic books. Painter/sculptor Terry Ritter’s stunning 8-foot by 50-foot 3-D mural “Folies in Flight” pays homage to the Las Vegas showgirl and the golden age of “Sin City.” “Folies in Flight” is available for licensing as part of the Stage Life collection. TLG’s evergreen property America’s Legacy, developed for the United States Secret Service Uniformed Benefit Fund, provides the

use of many American symbols, including logos, emblems, seals, military images, and national historic buildings and monuments such as the U.S. Great Seal, the official White House emblem, and the Air Force One Insignia. America’s Legacy images are being adapted to products being merchandised worldwide, with proceeds donated to the U.S. Secret Service Uniformed Benefit Fund. The Los Angeles Police Department offers the LAPD shield, logo, and other images for licensing. Winning MTV’s America’s Best Dance Crew, Jabbawockeez licensing rights are now available. The eyepopping photo realism art of Andrea Alvin’s Portfolio consists of iconic American images that are perfect choices for creating arresting products. The Licensing Group is licensing consultant to Yash Raj Films, a film production company in India. TLG also represents a number of manufacturers for acquisition of licenses including U.S. knife maker Master Cutlery; back-to-school manufacturer Continental Accessory; collectible coin company S & A Partners; and T-shirt manufacturer American Trendz.

Wildflower Celebrates the Girl Scouts’ 100 Years

Build-A-Bear Workshop, Carvel, and Steiff are the latest companies to join forces with the Girl Scouts of the USA, represented by The Wildflower Group, in association with licensing agency Creative Properties. There are several goals for the licensing program, including communicating who the Girl Scouts are and what they do, retaining and building membership (both girls and adult volunteers), and re-engaging alumnae. In March, Build-A-Bear Workshop debuted a “beary” special make-yourown Girl Scouts 100th Anniversary Bear. Available at all of its stores and on its website, the bear features a matching pink nose and feet and an anniversary trefoil on her chest. Bear-sized Girl Scout Daisy, Brownie, and Junior uniforms are also available. In April, Carvel developed and released new Sundae Dashers, which feature Thin Mints, Samoas,

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and Tagalongs. The limited-time treats combine Carvel’s soft-serve ice cream base with layer upon layer of one of the three chosen Girl Scout cookies. Carvelanches in these three new flavors will arrive at Carvel stores in July. This fall, Steiff will introduce its Girl Scouts Centenary Bear. The limited-edition golden blonde bear is made of mohair wool and features five-way articulation. The bear shows its Scout colors with a green skirt and sash, and features the troop number 312 for March 12, the official anniversary date. Girl Scouts USA recently launched T-shirts from J2 Licensing, and is looking to expand upon this category and move into accessories, such as socks. The Wildflower Group is also talking with companies about camping products and is exploring the toy category. In addition, the company is looking to build upon the success of Lip Smackers’ Girl Scout product and grow the HBA category. The Wildflower Group also represents a selection of apps from Electronic Arts, as well as Raggedy Ann & Andy from Simon & Schuster Children’s Publishing.

Licensing Show 2012

Corporate Brands

Synergy Licensing Energizes for Las Vegas

Synergy Licensing will unveil the new Safety 1st-branded preschool toy line from Jakks Pacific this year. This initial assortment showcases Cubikals, an innovative spin on building blocks that incorporates electronic features to create an engaging interactive experience. This initial launch, available at major mass and toy retailers this fall, focuses on developmental and early learning toys, including vehicles, play sets, role-play, stacking/sorting, and push/pull toys. Synergy also announces its new Safety 1st licensee, Best Brands Consumer Products, for a full line dedicated to parents on the go. This comprehensive line, expected to begin retail rollout next year, includes everything parents need on the run, such as shopping cart covers, sunscreen, cold packs, hand sanitizers, wipes, bath mitts, shampoo, and towels. Synergy’s newest client, Laura Ashley, is an English lifestyle brand that offers a broad assortment of products ranging from apparel to home fashions, classic to contemporary. Laura Ashley has 450 stores worldwide, and licensed products can be

found in more than 25,000 retail stores in the U.S. and Canada. The recent launch of the Laura Ashley e-commerce website, commitment to social media, and strong retail presence supports more than 30 active, domestic Laura Ashley licensees. A division of ePals Corporation, Carus Publishing’s global magazine brands and characters, Babybug, Ladybug, Click, and Cricket, will be featured at Synergy Licensing’s booth. With close to 40 years worth of content and the globally successful line of Ladybug iPhone apps, future licensing plans include programming, toys and games, and crafts and activities. Mikasa, America’s tabletop fashion leader, and Pfaltzgraff, one of America’s oldest and most established brands in dinnerware, have paired up with Croscill Home and Excell/Glenoit for a line of home fashions. Lines include tablecloths and napkins, bedding, and bath, all of which were fashioned after their coordinating patterns. Synergy Licensing will be expanding the licensing program into categories that relate back to the core property and its demographics.

Brandgenuity Gets Reality with A&E

Brandgenuity announces a new partnership with A&E Networks, which includes History and its arsenal of shows, including Swamp People, American Pickers, American Restoration, Top Shot, and A&E’s Storage Wars. This year, Brandgenuity has also expanded its relationship with FX Network, adding the animated comedy Archer alongside the live-action comedy series It’s Always Sunny in Philadelphia, which currently has 15 licensees developing products. Also growing this year is Brandgenuity’s Food Network licensing program, with an expanded housewares assortment at Kohl’s and the continuation of its cruise/travel programs, which have featured culinary classes, tips for the home cook, and on-board talent. Rocky has entered the ring in a collaboration with streetwear company Undefeated in celebration of its 35th anniversary. MGM’s Hoosiers will celebrate its 25th anniversary. New MGM portfolio licensees Neca, ODM, Life Clothing, and Trau & Loevner will launch

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their first wave of new products. For gaming, Brandgenuity’s Pink Panther brand will see the launch of branded slot machines with Lightning Gaming this year, as will The Phantom of the Opera, which will unveil new gaming partners IGT for slot machines and MDI for scratch-off lottery tickets. For online gaming, The World Poker Tour licensing program rolls on this year with the launch of its multi-player, interactive Texas Hold ‘Em game on Facebook. Brandgenuity’s Arm & Hammer brand has launched a new line of home products in strategic categories, including food storage, closet organization, laundry care, and pet products, and has secured retail placement at Walmart, Target, Petsmart, and more. Social expressions designer Kathy Davis has hit the ground running with her tabletop line, from Tabletops Unlimited, and growth continues with plans for the home, crafts, and social expressions categories. Pella Corporation, maker of doors and windows, will unveil its first licensed products this year.

Licensing Link Takes Food Brands Beyond the Table

This year, Licensing Link will showcase all of its brands, with an emphasis on those in the candy and food business. Dubble Bubble, owned by Tootsie Roll Industries under the Concord Candy Brands division, has bubbled up recently in new areas of retail, such as apparel at Forever 21. Almar Sales is currently producing a line of lip balm, gloss, nail polish, and other Dubble Bubble cosmetics, while Evergreen takes a more literal approach with the launch of Dubble Bubble Bubble Bath. Lottery tickets by Pollard Banknote continue to cash in across the U.S. and now overseas. Square One Brands will soon release a

line of Dubble Bubble fabric kits and accessories. Ferrara Pan’s brands include Lemonhead, Atomic Fireball, Boston Baked Beans, Jaw Buster, Red Hots, and other kid-favorite candies. Licensing Link has reported continued success in the apparel and health and beauty categories. For White Castle, licensee Changes will continue to release licensed tees at Old Navy, Kohl’s, and Walmart. Fashion tees, from Local Celebrity, are also expected for Licensing Link’s first energy drink brand, Jolt Cola. News of the arrival of Motel 6 products at Walmart and JC Penney, as well as additional news on Duncan Yo-Yo, Sea Monkeys, Made U Look, and With It, will be released this year.

RJM Licensing

From artwork to athletics, RJM Licensing works with an assortment of properties. The newsest brands added to its list include artist Madeline Floyd, the book Where’s the Meerkat, and USA Curling. Working in conjunction with DRI Licensing in the UK, RJM will fill key categories such as stationery, fabric, kitchen textiles, pet products, and home décor for British artist Madeline Floyd. The company will focus on developing a strong program for the artist throughout the U.S. and Canada. RJM Licensing has also been named the exclusive licensing agent for the best-selling Where’s the Meerkat? series of books. Originally published in the UK, Where’s the Meerkat? has sold more than 500,000 copies and will soon be released in 20 more countries. Although winter is a while away, RJM Licensing has started strategizing for USA Curling, the national governing body for the sport in the U.S. Named the worldwide licensing agent, RJM will begin filling key licensed categories such as technical gear, apparel and accessories, toys, games, and apps in order to have merchandise available right before, during, and after the 2014 Olympic Winter Games.

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Corporate Brands

LMA Is Over the Moon for Licensing Show

Lisa Marks Associates, Inc. (LMA) has taken on a number of brands this year. LMA has signed on as North American licensing agency for candy company Leaf Brands. LMA will create broadscale licensing programs for Leaf’s stable of brands, including Astro Pops, Bonkers, Wacky Wafers, Yummers, Farts Candy, and David’s Signature Beyond Gourmet Jelly Beans brands. LMA is planning comprehensive programs across all categories including apparel and accessories, health and beauty aids, food, packaged goods, gifts, stationery, social expressions, school supplies, publishing, toys and games, multimedia, and mobile apps. LMA will be re-launching and developing licensing programs for a number of classic American brands owned by RetroBrands U.S.A., Inc. Properties represented include Chipwich, Hai Karate, Whistle Pop, Big Mouth, Tender Vittles, Ken-L Ration, Puss ‘N Boots, Modess, and Aftate. Extensive licensing programs are being developed for all brands, including apparel and accessories, gifts and collectibles, and social expressions, as well as core category programs for Hai Karate (with cologne and more), Modess, for Tender Vittles, Puss ‘n Boots, and Ken-L Ration with cat and dog food, treats, and pet toys. LMA has added key partners to the licensing program for the MoonPie brand. The Old Wood Co., based in Asheville, N.C., has introduced The MoonPie Heritage Furniture Collection, a modern, industrial line with numbered pieces handmade to order. Incorporating environmentally friendly practices and exquisite attention to detail, woodworker and artist Darren Green has created a new American classic. In apparel, lead licensee Trau & Loevner is creating a line of basic and fashion tees and fleece for juniors, girls, and young men, selling into mid-tier, mass, and specialty channels. Boxercraft is developing MoonPie men’s, women’s, and children’s lounge pants, shorts, boxers, and afghans, as well as fashion tops, sweatshirts, sweatpants, and tank tops for the specialty market. MoonPie lottery tickets are being produced by MDI Entertainment, LLC, a subsidiary of Scientific Games Corporation, a leader in providing gaming solutions to lottery and gaming organizations worldwide, and will be available in North America

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where tickets are sold. Wholesale licensed collectibles manufacturer Desperate Enterprises has created MoonPie tin signs and magnets using logos, packaging, and art to capture the classic and vintage aspects of the brand. Square One Brands, LLC has signed an agreement to produce MoonPie wall décor for the mass market. LMA brokered a program between apparel powerhouse Lucky Brand and the all-American C.F. Martin & Co. guitar brand for a line of men’s and women’s imprinted T-shirts and fashion accessories, which are being sold nationally. Topsville has signed on to become master apparel partner for development brand Sassy, Inc. The Topsville program will utilize Sassy’s unique icons and graphics and signature design sensibility. A global Sassy publishing program will be announced shortly as well. LMA has brokered an agreement with MDI Entertainment, LLC to offer instant scratch lottery games featuring logos, themes, and images from the Palitos Locos art property. Palitos Locos, or “Crazy Sticks,” Southern California artist Bill Attinger’s line of bold, whimsical, attitude-filled stick figure characters, has a unique connection to the Hispanic community, urging fans to “Live Out Loud” with art, phrases, and nicknames familiar to Hispanic consumers. For the Smarties brand, Chaser is creating a line of young men’s tees for T.J. Maxx stores. Best Items International, LLC has developed a line of Smarties candy wrapper-inspired bags and accessories. Best Items has also developed a line for Spangler Candy’s Dum Dums brand, and Dum Dums young men’s tees are in production from Chaser for T.J. Maxx stores. Chaser will also be creating young men’s T-shirts for Impact Confections’ Warheads brand for T.J. Maxx stores. Just Born’s classic Peeps brand has been extended with a collectible crafted Longaberger basket topped with the Peeps chick. Gift product designer and manufacturer Midwest-CBK has signed on for a line of Peeps items, including figurines, lights, ornaments, bags, containers, candles, and ceramic tabletop accessories. Just Born’s Mike and Ike brand has entered a new program with The Jel Sert Company. Jel Sert has created Mike and Ike freezer bars, selling at grocery, mass, drug, and convenience stores.

Art & Publishing

Robin Zingone

Designer Robin Zingone’s signature brand, robinzingone, brings modern and classic designs to textiles, stationery, paper products, social expressions, accessories, and bed and bath products. It’s now expanding to Spain, Portugal, Italy, and France on linens, including duvet covers, sheets, bedspreads, sleeping bags, and pillows. Another of the designer’s lines, loveMi, which brings pop art onto products ranging from backpacks and school supplies to photo albums, greeting cards, and electronics, will see the addition of a new line of baby products for release in Mexico.

Licensing Show 2012

Dissero Brands Aids Animals with New Partnership for Rachel Hale

Dissero Brands announces a new partnership between Morris Animal Foundation and its brand Rachael Hale, “the world’s most lovable animals.” As a world leader in animal photography, the Rachael Hale brand has captured “the world’s most lovable animals“ on images that can be seen on a wide range of products that are sold in more than 60 countries around the world. Recently, the Rachael Hale brand opened its online shop, www.rachaelhale.com, and it is from the proceeds of these sales, and special programs with licensees, that Rachael Hale donations will be made to Morris Animal Foundation, a nonprofit organization for advancing animal health. The Rachel Hale brand is an evergreen brand that Dissero continues to grow with its collection of more than 3,000 images. Dissero also offers wallpaper icons and other design elements for licensees to use. Dissero Brands released a boys’ photographic brand called Wag Alley last year.

Two New Artists for MHS

Aiming to create a brand that was hip enough for kids but sweet enough for moms, Robin Zingone developed the new Cocomimilulu brand. Currently featured on activity books, stickers, journals, scrapbooks, electronics, baby products, and back-to-school products, Cocomimilulu will now expand into Latin America, Canada, and Europe. Products for the Girlygirl brand include back-to-school products, journals, wall art, electronics, greeting cards, social expressions, giftbags, scrapbooks, and, in Spain and Portugal, a line of motorcycle helmets.

MHS Licensing introduces two new artists to its portfolio this year. The artwork of Amylee Weeks combines a message of faith with blasts of color and fun. Her inspirational designs are available for licensing on a wide variety of products including stationery, tabletop, gifts, apparel, and accessories. Through the use of simple shapes and thoughtful colors, Stephanie Ryan’s talents have led to early success in tabletop art, and MHS aims to bring her imagery to categories including paper products, fabric, bedding, kitchen, bath, and garden décor. MHS Licensing will also introduce new images from its existing roster of talent, including the Hautman Brothers, Tina Higgins, Robin Roderick, Al Agnew, Audrey Jeanne Roberts, Paper D’Art, Patrick Reid O’Brien, Collin Bogle, Louise Carey, Judy Buswell, Kathy Hatch, Luis Fitch, Amy Hautman, H. Hangrove, Cranston Collection, Darrell Bush, James Meger, and Victoria Schultz, as well as the brands Smirk, Sparky & Marie, Museware by Sheree, Munki Munki, Buck Wear, and The Girls. art from Stephanie Ryan

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Art & Publishing

A Penguin Book for Every Age

Penguin Young Readers Group introduces a host of new picture book series and characters available for licensing. Llama Llama is a lyrical rhyming story focused on social growth skills. The company’s Corduroy books continue to teach the value of home and friendship to a whole new generation. Nelly Sue, from the Every Cowgirl books, is a character that appeals to girls with an interest in dress-up and role play. Betty Bunny is a new character with a mix of fun and social growth skills for energetic girls. This year, Penguin looks to adapt all four of these picture book characters into the toy, game, puzzle, apparel, party supply, fabric, and home décor categories. Penguin also announces that its Jan Brett character will be available for licensing for categories such as fabrics, home décor, and drinkware. New for middle school-aged boys,

the Shark Wars books, digital games, and brand come complete with a rich mythology and strong characters. Penguin aims to expand the brand into the entertainment, toy, and game and puzzle categories. Additionally, Penguin’s Mad Libs and Adult Mad Libs brands are on the lookout for licensees for all categories. The Mad Libs iPhone app has been downloaded more than 3 million times. Penguin’s two vampire-laden brands, High School Bites and Vampire Academy, look to leap off the page and onto shelves starting this year. Under the High School Bites umbrella, The Chronicles of Vladimir Tod and the new spinoff series, The Slayer Chronicles, will be available for licensing in the apparel, accessories, and home décor categories. Penguin also plans to present the action and romance stories of Vampire Academy, by Richelle Mead, to accessory licensees this year.

Milestones and More for Scholastic Media

Anniversaries are top of mind for Scholastic Media this year as many of its timeless brands celebrate milestones. Clifford the Big Red Dog rings in 50 (human) years and is geared up for a big birthday party throughout the 2012-2013 school year. The brand will see product releases from Douglas, Zoobies, Patch Products, Buy Seasons, The Canadian Group, Bendon, and Derma Sciences, print and digital publishing from Scholastic, DVDs from Lionsgate, digital products from Scholastic Interactive, and a new QSR partner. PBS Kids, where the show has aired for the past 11 seasons, will premiere Clifford’s Really Big Movie this fall. Clifford: A Big Family Musical, from Mills Entertainment, is in the midst of a 50-city tour. Goosebumps will mark its 20th anniversary this Halloween. In addition to on-air promotions on The Hub, which now airs the series, there will be new publishing from Scholastic, DVD releases from Fox Home Entertainment, and board games from Fundex. The Magic School Bus rolls on this year

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with the release of The Magic School Bus: Oceans for the LeapFrog Explorer, four new science kits from The Young Scientists Club, and three new releases from Scholastic Audio. The brand will also see a back-to-school launch from new home video partner New Video. For I Spy, several new games and puzzles from Briarpatch, two new titles for both Nintendo DS and Wii, and new publishing from Scholastic will hit shelves this year. The PBS Kids Go! series Wordgirl will be supported by new comic books from Kaboom this year. Scholastic Media’s Little Scholastic brand will see new branded infant and baby developmental toys from Danara as a Target exclusive, while Kids Station will release seven new Scholastic-branded products to its existing line. Rounding out the new products, new publishing and audio editions for The 39 Clues: Cahills vs. Vespers will be released this year. Scholastic Media continues to seek partners for the remainder of its portfolio, including Animorphs, Flyguy, Turbo Dogs, Dear America, and Maya & Miguel. Clifford plush blanket and toy, from Zoobies

Licensing Show 2012

Art & Publishing

Working Girls Hard at Work

Working Girls Design, the full service design and product development company created by artist Jodi Pedri and writer Tonja Steel, has expanded into new categories this year. The company’s latest licenses include a Diva Dog and Cat calendar with Willow Creek Press and a girlfriend giftware line from Coyne’s & Company. The pair will also debut the Lost and Found cartoon collection this year. Featuring cutting edge one-liners paired with sketchy line drawings, the line includes 24 original illustrations that focus on the humor of everyday life. Another new cartoon line, Well Said, features more than 50 sassy sayings designed in bold colors. Working Girls aims to bring Well Said to cocktail napkins, tabletop, and gift items.

Benton’s New Brands

Benton Arts introduces two new properties this year, Catwad and Happy Over Here, both aimed at girls, juniors, and women. For Catwad, which features a delightfully miserable voice in a world where people are perhaps a little too happy, Decal Girls has signed on to release a line of electronics skins. Jag Plush will develop a line of plush for the brand. For Happy Over Here, described as a quirky celebration of oddballs everywhere, Benton Arts will soon announce a new set of licensees. The company is interested in all categories of licensing for the two brands.

Happy Over Here

Julie West’s New Art

Art Impressions has teamed up with designer Julie West to develop a new design brand shown for the first time this year. West has built a following in both corporate and pop culture circles, and is known for her collaborations with clients such as Kidrobot, Nike, Jansport, Arista Records, and Disney Vinylmation. The result of a new partnership with Art Impressions, West has developed a chic and whimsical collection featuring animals, smiling fruits, and other characters. Designed to appeal to children as well as parents, the new brand is targeted for licensing in the apparel, fashion accessory, stationery, textile, and home décor categories.

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Dena Designs’ Next Generation

Dena Designs’ happi by Dena brand has a reach through multiple product categories ranging from bedding and room accessories to wall decals, memory books, and photo albums. Dena Designs announces that Random House has placed its happi board books at Babies “R” Us, and the RoomMates wall decals and C.R. Gibson albums also continue on at retail. The Dena Home program has products now placed in stores, including Neiman Marcus, Horchow, Dillards, Belk, and Bed Bath & Beyond. Anchored by its bedding collections from Nostalgia Home, the program also boasts home décor fabric from P/K Lifestyles, dinnerware from Zrike, and Dena’s new home décor book, The Painted Home, releasing this September. The home program will expand to Asia and Europe through strategic partnerships, and Dena Designs announces opportunities for licensing in accessories, wallpaper, and floor coverings. Moving into the teen and tween demographic, Dena introduces a collaborative project with her daughter, Rachel, the star of the Footwear News FN Shoe Star competition. The duo will bring color, mix-and-match design elements, and fashion-driven characters to a new set of products.

MGL Licensing Expands Its Portfolio

MGL Licensing, a UK-based art licensing company, has now grown to represent 70 artists with an archive of more than 10,000 images, including wildlife, landscapes, fantasy, and photography, as well as contemporary art, illustration, and graphic properties. British artist Reilly is set to unveil his Back2Front series for boys and his Kashi Kisu series for girls. MGL also announces that its property Hot Foot is back with a new street look. Music decks, skateboards, scooters, and other extreme sports feature heavily in the property, which is designed for boys ages 8-12. Another boys’ property, Extreme Zombies, was recently relaunched and refreshed to match the current zombie spike in pop culture. Extreme Zombies aims to offer an alternative to the typically ghoulish image, bringing them into the 21st century as trendy, sporty monsters of the night. A new trading card game, from Fantom, will allow Extreme Zombies fans to create their own profiles online, make new friends, and have a chance to win a limited-edition Extreme Zombie Skateboard. Fantom provides its users a place to collect and trade cards in a safe, virtual community. Additionally, Wow Beanbags will adapt Extreme Zombies to a new product line. MGL is also showcasing Valentina, Lisa Jane, and preschool property Marsh Mellow. Wow Beanbags product

Gifty Idea

Gifty Idea Greeting Cards & Such will debut more than 40 dog- and cat-inspired images this year. New images include those from the newest collection “Pups in Bloms,” a series of puppies paired with colorful flowers and blooms, as well as new holiday and general occasion kitten and puppy images. Gifty Idea offers clean, contemporary dog- and cat-inspired photography and designs for license, custom photography, and design, as well as a full retail line of dog-inspired greeting cards and stationery. Current Gifty Idea licensees include Leanin Tree, Inc., Jean Marie Creations, Willow Creek Press, Intercontinental Greetings Ltd., Elizabeth’s Studio, LLC, and Jays International Trading C.C.

Harris-Sachs, LLC Stays True to Its Mission

After weathering the changing tides of the licensing industry for the past 21 years, the clear mission statement from day one has always remained the same: knowledge, experience, integrity. Harris-Sachs is a full service consultancy founded by Steve Harris in 1991 to provide expertise in assisting manufacturers to successfully and profitably compete in the world of licensing. Jim Sachs joined Harris as his partner in 2004 to bring his long experience in consumer product licensing to the growing business. In addition, Harris provides account management to several of the firm’s major clients. This team has been able to deliver a total service ethic to the many product categories they represent, such as apparel, plush, home textiles, rugs, food, beach, fabric, candles, and drapery. Each client has different needs that must be addressed. HS studies the individual business, and attends trade shows and markets to make sure all of their clients are able to acquire the best licenses for their companies. As the economy has struggled since 2008, the need to minimize risk has never been greater. Securing a powerful brand has become the No. 1 goal of almost every manufacturer today. H-S has been able to bring winning brands to their clients and enabled them to gain retail space when the old formulas no longer guarantee placement. A major part of this strategy involves the ability to call upon

the many contacts H-S has access to. Personal relationships built over the long term are an important asset in a world of texts and emails from strangers to other strangers. As we head into the future, change will occur faster than ever before. Those who are ready for it and, in fact, welcome it are the ones who will continue to be leaders. Harris-Sachs, LLC stands as a proven leader in licensing consulting.

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Art & Publishing

HarperCollins Is Fancy

HarperCollins introduces new Sticky Mosaics Fancy Nancy Sunglasses from The Orb Factory. The kit, which includes a pair of sunglasses, and more than 250 sparkling jewel pieces, features a numbered legend to follow to create a set of sparkly shades based on the children’s books.

AMI

Art Makers International, Inc. (AMI) represents five properties: Air Waves, Inc.; Designs by Current; Morehead, Inc.; Patty Krizan; and Vicky Howard. AMI recently began representing Krizan’s art, and she has just signed new licenses for birthday partyware and Easter cards. Vicky Howard’s comical and seasonal art appears on partyware and greeting cards this year for several retailers. AMI’s partyware and gift bag programs will introduce new patriotic, floral, birthday, and holiday designs from Air Waves, Inc., Designs by Current, and Vicky Howard. On its 30th anniversary, AMI launched a new website that features a searchable database of more than 6,000 designs available for licensing.

New Partners for Thomas Kinkade

Thomas Kinkade’s artwork aims to offer a place of refuge in today’s often hurried, complex world by focusing on family and faith. The Thomas Kinkade Company publishes and distributes the artist’s work through a global network of independently owned galleries, branded and licensed dealers, and strategic marketing relationships. Kinkade’s art includes imagery of gardens, cottages, estates, cityscapes, holiday scenery, and commemorative American landmarks. The Thomas Kinkade Company announces that new licensee DecalGirl will offer a variety of laptop, e-reader, and mobile device skins that feature Kinkade’s imagery. New licensee Precious Moments will offer hand-painted, glass-blown ornaments. Other recent partners include Trend Setters, a maker of Star Fire Prints, which allow the art to be printed on semi-translucent glass; and ErcolanoUSA, manufacturer of music boxes sold in boutiques and hotels worldwide. The Thomas Kinkade Company is looking for new partnerships in home décor categories. Thomas Kinkade’s “Studio in the Garden”

The Zolan Company Continues to Gift

The Donald Zolan brand includes 10 collections and more than 150 designs of children, depicting life’s simple pleasures. New products for this year include the Joys of Childhood puzzle collection from Masterpieces, a five-set collection of 1,000-piece puzzles to be available at Michaels and Jo-Ann Fabric and Craft Stores this summer, as well as Kmart in the fall. Harvest House Publishers will introduce Zolan’s Book of Christmas Blessings, a gift book that features inspirational Christmas stories and poems, along with images. The book will be available at Cracker Barrel stores this holiday season. Partnering with China’s Top Vigour factory, Zolan’s LED flameless candles will be sold by direct marketing company LTD Commodities this year. They will be packaged in a set of three garden angel designs. The Zolan Company will launch its interactive website this June at www.zolan.com. The Zolan Company’s Joy of Childhood puzzle collection

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Jewel Branding & Licensing

Jewel Branding & Licensing will represent London-based artist Dominique Vari for North America and Japan. Vari’s extensive portfolio is available for greeting cards, tabletop, social stationery, apparel, and home décor. The company will also launch Shell Rummel’s new collections and look to add coordinating products to her fabric and tabletop licensees launching this fall. Jessie Steele will launch a new collection of tabletop, kitchen stationery, and gifts, as well as fabrics in October. Client Heather Rosas signed with Eugene Textiles for fabrics and flannel blankets, Department 56 for a Christmas Gift line, and

Withit’s New Brands

Unique Industries for partyware. Simon+Kabuki is launching a partyware collection with Unique, in addition to office products with MeadWestvaco in the fall. Betsy Cameron is building upon her greeting card collection with Leanin’ Tree with six new images. Robin Pickens is expanding categories with existing licensees by adding new greeting cards, gift products, and rug designs for this year. Jewel is working with agents in the UK, Germany, France, Japan, and Korea to extend its artists into additional territories.

Withit, the international art design and lifestyle brand, is set to showcase new designs for its characters and will look to expand its licensees across the U.S., as well as in Central and South America and Australia, in categories such as housewares, gifts, greeting cards, and posters. Withit introduces two new brands to its portfolio. Doodlebros is a series of six animal characters—a hippo, an elephant, a ladybird, a frog, a squirrel, and a panda—adorned in a soft color palette and skewed toward the preschool market. The design-led brand’s style guide, developed by Watermelon, will be released this year, and Withit hopes to sign new partners in the apparel, bedding, stationery, and gift categories. The second of Withit’s newcomers, Phizzogs is a cheeky and irreverent cartoon-style brand that targets the attitudinal and hip teenage demographic.

“Dog Set” from Dominique Vari

Porterfield’s Art

Porterfield’s Fine Art Licensing has announced that it now has exclusive representation for Bob Pettes, painter of Americana and European landscapes. Beginning his professional career as a commercial artist and illustrator, Pettes went on to develop his own distinctive style of painting landscapes that has since found a market among publishers and giftware manufacturers. His Americana landscapes established his reputation as a painter who could capture the nostalgic feel of life in America long ago. His journeys through Europe prompted him to capture the nuances of rural village life in each country he visited. The artist’s works have been licensed and reproduced as calendars, prints, porcelain products, greeting cards, and more.

LM² Licenses New Artists

LM²—Art Marketing & Licensing is launching licensing programs for four artists: Ilene Richard, Kristen Ray Naugle, Brenda Boles, and Claudia Sanchez. Ilene Richard crafts every painting to create an emotional and personal connection between the viewer and the fun, colorful people in her Snazzy Gals Collection. Her first products have launched and include note cards, personal electronics cases, and architectural décor. Kristen Ray Naugle’s two collections, Poetry in Nature and Frost, have been recently released for expansion into a full licensing program. In celebration of Brenda Boles’ 20th anniversary in the art business, the Brenda Boles Art Collection is being extended into the art publishing and licensing product categories. Claudia Sanchez and her Claudia’s Cats Collection have been in galleries, exhibitions, shows, and homes around the world for more than 15 years. The full Claudia Sanchez Claudia’s Cats Collection is now available for licensing. Sanchez is particularly interested in pursuing apparel, stationery and paper products, home décor, gifts and collectibles, bedding and textiles, and pet product opportunities. “Dogwood VI” by Kristen Ray Naugle

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State of the Industry

continued from page 36

There are a number of social media platforms, and brands can easily get lost trying to accommodate all different types of consumers. Don’t get lost in the maze. Find a few that work with your brand, and remember to stick to the mission of your brand and your brand’s products. In order to stay on top of the game, you can’t spread yourself too thin. Remember how quickly the buzz may come and go. Solidify your 15 minutes of fame, and go on to get an additional 15 minutes with something new. Then, continue to solidify with other social media platforms. Don’t think that social media is the only aspect of your marketing strategy. Social media won’t replace traditional methods, but should be used in concert with traditional marketing (print, broadcast, online) and in collaboration with DTR, DTC, and mobile methods.

Apps Build Sales and Consumer Collaboration 1. Staying Mobile and Selling Product

Disney, Coca-Cola, BMW, IBM, General Electric, Sony— what do these brands have in common? They all have mobile applications. Disney alone has more than 600 apps. According to Distimo, an app store market data firm, more than 90 percent of the top 100 brands had mobile apps by the end of 2011. For the luxury market, Gucci, Louis Vuitton, Saks Fifth Avenue, and Gilt Groupe are the most frequently downloaded apps by wealthy consumers. Another form of DTC, many mobile apps contain catalogs, store finders, and “how-to” sections. Within some retail stores, their apps use barcode product comparisons, provide coupons, and keep shopping lists current.

2. Build Fun into Your Mobile Apps

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Fun mobile apps help your brand and licensed products, too. The fun factor in mobile apps, such as gaming apps, keeps consumers interested in following the brand. Some fun popular apps include the Hershey’s Chocolate Milk app (add in

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milk for a refreshing drink through your virtual straw), the Virtual Zippo’s Lighter app (good for those emotional concert moments), the Barclaycard Waterslide Extreme app, and the Audi A4 Driving Challenge app. Fun, relevant, and memorable.

3.Apps Becoming Products

We must mention the success of Angry Birds—the game app that became a licensing phenom. The number of Angry Birds products is overwhelming: stuffed animals, key chains, clothing, books, board games, flip flops, and more. There’s even an Angry Birds Land in a Finland theme park. It may be worth it for your brand to partner with a popular game. Mobile apps keep the consumer constantly in touch with your products, in practical and fun ways. Only a year and a half ago, the average consumer spent an average of 64 minutes a day surfing the Web, with more than 43 minutes a day spent on mobile apps, according to data from Flurry Analytics. By mid-2011, those numbers flipped, and by December, consumers spent a daily average of 94 minutes a day on apps in comparison to 72 minutes a day on the Web. Which side is your brand on?

Technology Is the Edge in Good Branding

Does your brand or trademark incorporate technology? Could it? Look to sell technology, not just a trademark or a brand. Today’s changing technology is not just a method to drive the consumer to your products; embrace technology within the products themselves and they will attract the consumer. The Jetson’s lifestyle is quickly approaching and consumers want technologically advanced products. Licensing partners can help your brand capture that edge. Let’s look at a few examples: • Kenneth Cole uses the Gentle Souls technology, which has been applied to its shoes, providing increased comfort in the soles typically found in athletic shoes. The technology is highly desirable, especially for extra high heels. • Life+Gear creates innovative everyday products with added life-saving capabilities. Eco-friendly products are prepared for life’s emergencies, such as water-

proof flashlights that glow and flash, key chain flashlights/glow sticks, and survival kits. • Columbia’s Omni-Shade sun protection technology helps block UV rays from reaching your skin. Consumers don’t have to worry about reapplying sunscreen and can stay outdoors much longer. The OmniShade technology fits right in with Columbia’s mission of being a leader in the outdoor apparel industry. Technology is the edge that drives consumers to new products.

Don’t Forget the Licensee

Remember brands and their licensees are working together. It is to everyone’s benefit to share distribution and marketing channels. Make it a team effort when forming distribution channels, social media strategies, and developing products. Collaborate with each other, while collaborating with the consumer.

Consumers Are the Brand

So, what’s the biggest change CONSOR notices? People are the focus. The celebrity is the brand—and the celebrity can be the PTA mom who has 800 followers on Facebook. Social media has made both entertainment celebrities and neighborhood celebrities our friends, and consumers continue to trust what friends recommend. Kohl’s has continued to profit through a down economy, taking advantage of celebrity brands and their social media following. Through the past few years, Kohl’s has continued to add celebrity clothing lines, which started a few years back with Britney Spears for Candie’s. With the success of that limited promotion, its store space now is consumed by celebrity faces, such as Vera Wang’s Simply Vera, LC by Lauren Conrad, and Lea Michele for Candie’s. And most recently, former celebrity couple Jennifer Lopez and Marc Anthony each created separate lines with joint promotion. This is not exclusive to clothing, and we are seeing what formerly was known as endorsement now turning into established celebrity product lines. Look at Bobby Flay, a celebrity chef whose popularity exploded with his Food Network shows. In the past, you would

see someone of Bobby Flay’s status putting his endorsement on an established product—think Tiger Woods and his Nike sponsorship—but now, increasingly, celebrities are creating and selling their own product. Bobby Flay doesn’t need to endorse someone else’s products; he can just develop his own. And with distribution in more than 1,100 Kohl’s stores, plus Bobby Flay’s social media connection to his fans, he instantly becomes more than a household name. Don’t just cook like Bobby Flay, use the products he created.

Consumers Are Your Friend—Literally

Social media has blurred the lines between personal friends and celebrities. On Twitter you can get up-to-the-minute updates from your family, your favorite brands, and your favorite celebrities with no differentiation of postings. After a while, the consumer begins to trust them all the same. Are you making that kind of connection with your consumers? Even Ford has used the average Joe as the new celebrity in its broadcast ads (actual Ford owners at the press conferences). The guy-next-door endorsement is just as valuable as the celebrity endorsement. Whether it is through more efficient DTC methods, mobile apps, or social media platforms, the focus has shifted to the consumer. And to keep the attention of the fickle consumer, your brand needs to generate constant buzz. It’s definitely a challenge for brands and their licensees. Create the buzz through the consumer, stay collaborative, and the virality of your products will be the reward. •••• CONSOR encourages The Licensing Book readers to collaborate with us. Contact Weston Anson, Susan Bailey, or Lacy J. Lodes, Esq., through www.consor.com. Facebook: www.facebook.com/ConsorIP Twitter : twitter.com/#!/ipconsor LinkedIn: www.linkedin.com/company/consor *Article edited by CONSOR Online Director Jemma Samala.

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TIA Perspectives

Licensed Toys and Games Bring Characters to Life Five tips from licensing experts. by Kristin Morency,Toy Industry Association

he longstanding relationship between the toy and entertainment industries has brought countless beloved characters to the playroom and enriched the play experience for generations of children. With 26 percent of total industry sales and 2 percent growth in 2011, licensed products are also a vital business component of the U.S. toy industry. Building on conversations that took place at the American International Toy Fair in February, the program for this year’s PlayCon: TIA’s International Conference of Play Professionals (May 16-18) featured a licensing presentation The Licensing APP-titude by Tom McGrath (TMG Consulting) and Test* a related panel discussion led by Shirley • What are the app’s rankings on iPrice (Funrise Toy Corporation) with panelists Joel Berger (Cardinal IndusTunes? Are the rankings consistent? tries); Julia Fitzgerald (Sears Holding (They should be in the top 20 on a regCorporation); McGrath; Michael Stone ular basis.) • What are the variances in popular(Beanstalk); and Manuel Torres (Nickelodeon Consumer Products). During ity in international markets? • What are the gaming habits of chiltheir remarks, the experts shared facts and trends for companies that might be dren who play with those particular interested in rolling out licensed prodapps? • Who are the developers behind the uct lines. Five key tips culled from their remarks follow: apps? • Do the developers have registraBalance Risk and Reward tions or trademarks taken care of? • Are there style guidelines or other Movie-related licensing has a much documents to help take the virtual higher risk compared to literary or clasworld into a physical property? sic properties, but these licenses also have a higher potential for reward, *Tom McGrath, owner TMG including worldwide applicability and support.

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“Retro” properties—hit characters from 10 to 20 years ago—are becoming increasingly popular among today’s children and nostalgic collectors. Collectors are primarily interested in “established” properties that can stand the test of time and where emotional connections have already developed.

Everything Old Is New Again

For boys, heroes and villains are both popular characters. The most important facet of these toys is that they provide continuing entertainment and action. The storyline must continue, and the fantasy must evolve.

Boys’ Action

Licensed toys should provide a unique play pattern and represent a true point of difference in the marketplace. Storylines should support a highly extendable and flexible product line.

Unique and Quirky

When it comes to apps or other Internet-based opportunities, licensees were advised to express interest early but to hold off on commitments until (1) success of the property is apparent, and (2) it’s obvious that the property can translate well into a three-dimensional toy. A critical mass of both kid and adult (the product purchase decision-maker) enthusiasts is key. [See sidebar for more considerations.]

Play the Waiting Game

Conversations about toy licensing are expected to continue at special events held in conjunction with the Toy Industry Association’s upcoming go-to-market events Fall Toy Preview (October 2012) and Toy Fair (February 2013). For more information, visit events.toyassociation.org and ToyFairNY.com. ••••

Licensing Administration

Streamlining the Administration of a Licensing Business, Part II by Amos Biegun, CEO of Counterpoint Systems he licensing industry continues to generate billions of dollars despite weakened economic conditions. In fact, all indications seem to point to a strong future. In Part II of this three-part series, we look at the music industry, which can serve as an example for the consumer products and brand licensing industries. Although this might be known to some, the music industry is really split into two sub-industries: music publishing and recorded music. The protection of copyrights has remained the highest priority for everyone involved in the music ecosystem. In the music business, whether you’re a songwriter, publisher, record label, or distributor, strictly adhering to the terms of your licensing agreement is paramount to your longevity in the industry. Despite its size, the music community operates like a tight-knit outfit that won’t tolerate bad licensing behavior. Great pains have been taken to set standards to ensure comprehensive protection for rights owners and to try to provide transparency to rights users. In the U.S., for example, broadcasters can pay for their use of music in one of two ways: obtain permission or a license directly from the music’s copyright owner (usually the publisher), or obtain a license from performing rights organizations (PROs) to use all of the music in their repertoire. ASCAP and BMI, along with other smaller PROs such as SESAC, are responsible for monitoring license usage and compensating music authors and publishers once they receive payment from distributors. Nearly every professional composer, songwriter, lyricist, and publisher is a member of a PRO. It’s all very straightforward. In the licensing industry, every licensor keeps their own ownership and rights-related information, and works directly with their licensing partners to negotiate contracts; track usage across formats, territories, languages, and rates; and calculate royalties. In the music industry, acceptable standards have evolved across the industry, whereas in licensing, each

licensee reports in their own way except for those working with the largest licensors, who dictate very specific reporting formats. For licensors working with a number of different licensees, receiving data in a number of formats can be frustrating. For licensees, developing custom reports to suit each licensor can be daunting, especially if done manually. There is simply no standard and no current collaboration among the various players in the industry to develop one. Just look at the distribution of music today as compared to a decade ago. There are so many ways music lovers can consume licensed music, not to mention the sheer volume of licensing transactions required to service these consumer needs. The music industry has been able to adapt more quickly than other industries because they’ve had the time to build a strong infrastructure. Direct-to-retail licensing has become more prevalent among licensors. Retailers who control shelf space are in control of the key outlets, and the squeeze on shelf space means that traditional licensees are being completely cut out of the equation in certain scenarios. The licensing industry would benefit by borrowing practices from its successful neighbors in music. While adapting to change is difficult, future standardization could save the industry millions of dollars in hours of manual administration, and would open up new opportunities. A song can be licensed in a number of ways but a brand’s use is almost unlimited. Maybe it’s time for the licensing industry to adopt some of music’s winning strategies and explore marching to a slightly different beat. •••• Amos Biegun is the CEO of Counterpoint Systems, a provider of rights and royalties software for the media and entertainment, brand licensing, and music industries. For more information, visit www.counterp.com.

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International

Developing Your India Strategy Lower Your Expectations and Think Outside of the Box

by Sid Shah, president, The Wild East Group here is a lot of news about the massive, unstoppable growth of licensing in India and China. To be clear, there is no India and China; it is China, then India. To compare the two territories would be an injustice to the brand owners, licensing agents, licensees, and other stakeholders. It is important to clearly understand the differences, both positive and negative, in these territories so you can develop a realistic strategy. In China you might be able to do a deal that results in 500 owned brand specific stores across the country, while in India for the same brand, you may be lucky to be in 50 multi-brand stores. India is not the U.S. 20 years ago; it is a very sophisticated, brand savvy, price conscious place with complex and vast demographics that can make or break your brand entry. To provide a bit of history, licensing exists in India thanks to the efforts of Disney and Cartoon Network and, as a result, character licensing is the most successful and mature form of licensing in the territory. The success is largely due to the brand/media support that is offered to potential licensees. Disney and Cartoon Network fill the airwaves with content, so the brand recognition for their characters is very high and licensees donâ&#x20AC;&#x2122;t have to spend much, if anything, on marketing. Licensing in this area, however, has been met with a lot of challenges. Licensees have been burned by high minimum guarantees, and typically donâ&#x20AC;&#x2122;t renew their agreements. Furthermore, because of the high minimum guarantee and minimal return on investment, licensees may sit on the license because of the high costs associated with consignment buy-backs, dead stock, store credit, and inventory.

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To appreciate the licensing industry in India, there are a few items worth considering. Organized retail is relatively new, and the top five retail players collectively have fewer than 1,000 doors across India. Consequently, the unorganized market makes up about 95 percent of the $400 billion retail industry.

Organized Retail (Big-Box)

Theoretically, India could be four different countries. There are vast differences between the North, South, East, and West. Additionally, tier 1 cities like Mumbai and Delhi, which are extremely metropolitan and global in nature, are no indication of what the rest of the country is like. There are more than 26 regional languages, and every religion is represented. It is key to understand where your property fits in this landscape. Is it a mass brand (and by mass, I mean, does it traverse tier 1â&#x20AC;&#x201C;tier 3 cities across the country)? Is it a premium brand that might only have a chance of success in very high-end boutiques in Mumbai or Delhi? If it is a mass brand, then the brand recognition has to be extremely high. In addition to Disney and Cartoon Network characters, Bollywood and Cricket have an extremely high brand recognition level. If you are an international brand that is trying to enter India, you have to ask yourself, who is the target? Is it the global traveler? Is it the new middle class? Is it the mass market? Is it the tier 1 cities? How aware of your brand is this group of people? Most importantly, what are you as the brand owner doing to educate them? Based on this you will be able to set the proper expectations with your stakeholders and partners.

There Is More Than One India

In the West, there is a defined relationship and ecosystem between a licensor and a licensee, where the licensee has the ability and infrastructure to manufacture, distribute, and retail the licensed product. In India, the manufacturing sector is very order-based. Most manufacturers only produce based on a minimum quantity, and are not organized to sell, nor do they have any interest to sell, to retailers. The number of licensees that have manufacturing, distribution, and sales infrastructure can be counted on one hand across categories. The few licensees that are organized to take a license will test your brand with all of the national and regional distributors to gauge interest, and then they will be able to have a discussion on the feasibility of the property.

Licensor / Licensee Ecosystem

This seems like the most obvious route to market. However, this comes with its own set of challenges, as most organized retailers here are organized like real estate agents, where they rent out space in their department store, don’t pay for headcount for the specific area, and charge a high percentage of gross margins (almost 25 to 45 percent). It is the brand’s responsibility to absorb those costs. If the retailer does believe in the traditional DTR deal, they will add those costs to the bottom line, and a brand will be lucky to get a royalty of 4 to 7 percent.

Direct to Retail

Because of the small domestic retail market and high expectations of brands, most licensees have been burned on MG’s because the sales do not justify the expectations. In most cases, it does more harm than good.

Minimum Guarantees

the print industry is still growing. So the awareness strategy has to be bigger than social and digital. Typically, the licensee will not pay for any ATL marketing activations, which is a huge departure from the model in the West. The economics, however, do not justify the investment for the licensees.

Each category has its own nuance; please consider the following as you embark within the territory: • Characters: Characters are the most mature area of licensing. Because of immense competition from Disney and Cartoon Network, it is crucial for the character to be on TV from a brand recall perspective. To give context, Ben 10 is on TV about six hours a day and DoRaeMon is on about eight hours a day. If that awareness is not there, no licensee will pick up the property. That is the first thing they will check. • U.S. Celebrities: There is an absolute case for disruption in this space. However, because U.S. celebrities are not a mass-market play, licensees would only see success launching in tier 1 cities. Consider that David Beckham is not a mass brand here. This means that the opportunity is much smaller. It is important for U.S. celebrities and their managers to understand that, initially, it is more about brand impressions than the revenue. If you can build your brand in front of several hundred million people, then the next licensing deal could meet the type of revenue you are used to getting in other territories.

continued on page 143

If the brand is not on TV or in print consistently, the brand will have a very small chance of getting into a licensing arrangement. While Internet penetration is growing rapidly, it is currently at 8 percent (that is only 80 million people), and India happens to be one of the only countries in the world where

Brand Recognition Is King

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Licensing Audits

Myth Versus Reality What’s fact and fiction about licensing audits.

by Clay Kugler, director of audit services at Beanstalk

ne of the most important practices for any licensing partnership is a transparent understanding of sales volume by both the licensor and the licensee. Unfortunately, many in the industry today view the process as a tactic taken when something goes wrong with a licensing partnership—a necessary evil with the potential to damage a strategic business relationship. While any licensing audit should be carefully navigated with an outside third-party auditor that has relevant industry expertise, a licensing audit is a valuable best practice that can actually help to enhance a licensing relationship and can benefit both the licensee and licensor. In order to demonstrate this value, I’d like to dispel a few common industry misconceptions about licensing audits. As any person who has submitted their taxes to the IRS would attest, the word “audit” has negative connotations, ranging from the meticulous investigation of minute details in search of discrepancies and errors to the potential implementation of a penalty. Most license agreements give licensors the right to audit their licensees as often as once a year, and it is shocking how many licensors wait years and years to audit their programs, if at all. The simple reality is that millions of dollars in royalty fees are forfeited each year by brand licensors due to the (often unintentional) inaccurate reporting of their licensing programs’ activity. And, indeed, sometimes licensees have overpaid, costing them money as well. Conducting regular audits of licensing programs not only gives the licensor and licensee transparency into the success of the program, but it also prevents the audit from becoming a contentious situation, which can

A Licensing Audit Is a Form of Punishment

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often become the case when audits are conducted on a reactive, rather than proactive, basis.

At the end of the day, it’s just dollars and cents, right? So any auditor can effectively audit a licensing program? Wrong. While a wide range of accounting and financial services firms claim to have the expertise to audit brand licensing programs, the unique nature of these relationships requires the delicate touch of a seasoned licensing expert, with contract compliance audit acumen. It is very important to work with a firm that actually understands the nuances of the relationship between the licensee and licensor and who will take a non-adversarial approach. As a result, choosing a partner within the licensing industry can help to nurture the relationship between licensor and licensee while helping to sustain that relationship into the future. In addition, a true licensing industry audit partner will be better equipped to understand the contractual interpretations and help the two parties reconcile any contractual ambiguities, shepherding the findings of an audit through to settlement rather than simply pointing out a problem and leaving it for the licensor and licensee to figure out.

Any Firm Can Audit Licensing Programs

While audit findings can sometimes result in initial financial hardship on the licensee (or the licensor if there have been overpayments), the settlement of an audit gives both parties a better understanding of the process, strengthens the line of communication, and establishes a clear path for the future success of the licensing program. An effective audit can also help licensees identify inaccuracies or inconsistencies that may be present within their other licensing programs, thereby helping licensees optimize their entire suite of

Licensing Audits Only Benefit the Licensor

continued on page 143

Marketing Memo

The Business of Marketing Superheroes

by Ted Mininni, president of Design Force, Inc. hat makes superheroes so marketable? Why are they such a draw for fans? And what makes them terrific licensed properties for consumer products? In the past, superheroes were born in comic books, TV, and movies. These days, they also originate in virtual worlds, video games, and digital media, as well as toys (think Transformers). Superheroes can make the leap from one entertainment genre to another successfully, but keeping them relevant for the long haul is another matter. The series of blockbuster movies that open this year have renewed interest in superhero properties, but tying these characters back to their storied heritage, while also contemporizing them for modern audiences, is one of the secrets to longevity. Marketers can keep heroes in front of the public by using a number of entertainment platforms in a well-executed manner. Employ new storylines—when characters make the move from toys and comic books to movies and video games, fans can interact with them through more platforms, more often, and at times of their choosing. New fans can get acquainted while old fans will remember the heritage of their heroes and pick up the thread of their ongoing sagas more easily. Licensing superhero properties takes know-how and a good style guide. A good style guide allows for flexibility yet also ensures cohesiveness in the multitude of consumer products (and their packaging), across a wide range of categories. First, the unique assets of each superhero, as well as its subtleties, must be drawn out. Deconstruction of the property helps to uncover the hero’s powers, dominant qualities, quirks, faults, and origins. People cheer their heroes on to overcome an increasingly complex cadre of villains, many of whom have superpowers of their own.

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It’s all about good overcoming evil: a universal story as old as humankind. Fans also get behind their favorite superheroes and root for them to overcome their personal deficiencies and struggles, too. Their favorite heroes’ quirks and faults make them seem human, and ironically that makes superheroes more likeable. Next, it’s important to delve into the character’s back story, and the subtler hints its creator has given, to get to its core essence. By gradually sharing glimpses into the character’s back story and continually updating its image with new conflicts and villains, the superhero remains fresh and in focus. People feel as though they have deepening relationships with their favorite heroes as their stories unfold. That leads to deepening emotional connections. Then, a visual approach can be developed for licensees, which can stretch to encompass all consumer product categories, allowing for exclusive deals with retailers in all channels. Developing design elements that embody the superhero in a contemporary, dynamic manner will resonate with a modern audience. Developing an iconic visual hook for the property helps to establish immediate recognition, but it’s the ongoing storytelling integrated into consumer products and packaging that cements relationships. A superhero property may be hot, but it’s tough to get consumer dollars in this competitive licensed products industry. Even hot properties have been known to fail or have been met with lukewarm responses. Building long-term success, loyalty, and equity in the brand depends upon getting it right. •••• Ted Mininni is president of Design Force, Inc., a package and licensing program design consultancy to the consumer products and entertainment industries. He can be reached at (856) 810-2277. For more information on Design Force, visit www.designforceinc.com.

Continuation

Licensing Audits continued from page 140 licensing partnerships. The audit can also uncover areas for optimization within the licensee’s business overall. Licensing as a business strategy inherently has its risks, but a proactive, transparent approach to auditing helps brand owners minimize exposure and protect the brand. While the bottom line benefits are clear, a collaborative and predictable auditing process will bring value to all parties and enable licensors and licensees to strengthen their existing partnership and identify clear steps to the ongoing success of the program. ••••

The Bottom Line

International continued from page 139 • U.S. Corporate Brands: There is no definite point of view for U.S. corporate brands. A brand like Harley-Davidson would do extremely well in India because of its global aspirational brand positioning. However, a brand like Ford—with very clear brand attributes in the U.S. and a strong presence in India—failed to capture the hearts and minds of consumers in the merchandise space. The more aspirational the brand is, the better chance for it to succeed.

So, how do you develop your India strategy and, more importantly, build a successful ecosystem that can be sustained and grown over time? • Set Realistic Goals: Take your expectations and cut them by 80 percent. Seriously. • Be Prepared for the Long Haul: There are no short-term wins in India. This is not specific to licensing; it is the case in the PE, VC, and e-Commere communities as well. Part of it is cultural, and part of it is that the only decision maker, the CEO, has limited time. Mid/senior management are not empowered to make decisions, even in a public company, so a deal must be made with the CEO. It is still a very top down/feudal-run business ecosystem. While something in the U.S. may take one to three months, multiply that by five for the minimum time frame in India. • Explore Different Business Models: Some brands are looking

Clay Kugler, based in Hong Kong, leads Beanstalk's global audit service offering. Kugler has performed more than 150 royalty compliance reviews throughout the world, including Hong Kong, Japan, Korea, Australia, the UK, Germany, Italy, the U.S., and Canada. His compliance reviews have been performed on behalf of corporate patent and trademark holders, celebrities, software developers, and licensing agencies. Kugler has also performed other related contract compliance audits including licensing agency and subagent reviews, client reviews, most favored customer reviews, and channel reviews. A former Big Four auditor, Krugler leverages his past experience to deliver optimum results, while taking non adversarial appraoch to protect business relationships. Kugler is a CPA (Certified Public Accountant) and CFE (Certified Fraud Examiner).

at joint equity deals with local partners that have the distribution capability. Other brands are looking at exclusive, short-term collaborations to test the waters and build a small footprint with no minimums. • Find a Good Local Agent: There are not a lot of players here, so you will be able to quickly figure out which partner makes sense for you and your property. Look for someone who has a track record of success and good relationships. • Recognize Your Attributes: Think about what you can offer the licensee in terms of marketing, and think of this as a partnership as opposed to a one-way licensing agreement. If the brand owner has an investment strategy to build the brand, finding licensees will never be an issue. It is an exciting time for new business models, exciting brands, and cool partnerships in India. But the model has to be localized, it has to be flexible, and it has to be given time. It is a marathon, not a sprint. •••

The Wild East Group is a business development and brand management agency that exclusively manages new business opportunities for the top celebrity, corporate, sports, and character brands in India. The firm has executed many “first” deals across all categories and has been the leading force defining the industry in India.

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Of Counsel

Ownership of Derivative Works Licensing 101, Part 65 by James Kipling (This article is the 65th in a series devoted to the documentation of the licensing relationship and elements of a typical license agreement.) Whether a property to be licensed is a motion picture, corporate brand, professional sports team or sports hero, a celebrity, artwork, or a patented device, it is essential that the agreement defines which of the parties owns further developments of the licensed property that may result from their partnership.

For example, that newest hero of heroes, the “Heroman” character, might be licensed to an action figure manufacturer and depicted on packaging and in advertising for the Heroman-licensed products in the exact two-dimensional form that he might have appeared in his recent debut comic book. As applied in licensed action figure products, however, the character would be transformed into a new threedimensional sculptural form. The new sculpture would be a “derivative work.” [Note: “Heroman” is used as the centerpiece of this article because of his soon-to-be universal recognition and immense popularity—and also because of his egregiously crafted license agreements.]

The Licensed Property

Ownership

ho Owns the I.P.?

License agreements typically grant use of the property for defined purposes for a limited period, and after the expiration of that period, all rights licensed will revert to the licensor. But unless the agreement also addresses the ownership and permitted use by the respective parties of any additional intellectual property included in the licensed products and related materials, there can be disputes both during and after the term of the agreement.

Derivative Works

The term “derivative works” is most commonly used in the context of copyright works, but can conveniently describe any further developments of a property of any nature from the form originally provided by the licensor. For example, a property can be applied to licensed products, either in the original form depicted in the licensor’s style guide or in an altered or simplified form better adapted to manufactured products. The latter can be characterized as derivative works, to the extent that they are “derived from” the originals.

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It is understandable that the Heroman licensor wishes to own and control all such works and all new versions of Heroman, as is also the case with previous superheroes. The standard license agreements of most licensors today already include a provision to the effect that the licensor will own and control all renditions of the property itself that appear in the licensee’s products as well any derivative works created by or for the licensee. Even without such a provision, the original versions of the character as well as the licensee’s derivative works could not be used by the licensee without permission of the licensor. In absence of the contractual language, however, there could be an issue regarding use by the licensor of the newly created derivative works without the permission of the licensee. As a result, most licensorgenerated agreements include provisions by which any and all modifications, revisions, and renditions of the property will be owned exclusively by the licensor immediately upon their creation and subject to any and all uses by the licensor at its discretion. Thus, 2-D images of Heroman in a licensee’s video

game will become the property of the licensor upon their creation, as will 3-D embodiments in the licensee’s action figures—even though those versions may depart in certain aspects from all prior images of the character—and the licensor will have the right to put them to any use of its choosing.

Peripheral Materials

The question can become a bit dicey when the focus is not upon renditions of the property itself or modified versions of the original, but rather upon the materials in which, or on which, elements of the property appear. For example, if Tonka, Inc. (when it existed as an independent company) was the Heroman licensee for toy trucks and under its license created packaging that included only a single image of the Heroman character and no other licensed artwork on an otherwise standard Tonka Truck package, who should own the rest of the Tonka artwork on the package? (Granted, not a very effective package but please play along.) If Tonka had created a TV commercial showing kids playing with its Heroman-licensed Tonka Truck, who should own generic music, the kids’ dialogue, and any other original elements incorporated in the commercial? Even more basically, if Tonka had affixed a single label depicting Heroman onto the door of an existing Tonka Truck, who should own the truck design itself? As it happens, in fact, the Heroman form license agreement specifically addresses these questions. Under the pertinent language of the Heroman form license agreement and, in fact, those of many other of today’s licensors, the answers to all of the above questions are “the licensor.” The mere fact that the image of the licensed character were to appear on these otherwise unrelated works could be enough to transfer ownership of all of them to the licensor. Most licensees would find such a result intolerable. The Tonka people probably would as well—particularly when they received direction from their licensor at the expiration of the license to ship their Tonka Truck tooling to the new Heroman toy truck licensee.

Reasonable Alternatives

Should not there be some middle ground? Perhaps, for example, pre-existing intellectual property of the licensee ought not to be transferred to the licensor merely because it temporarily included the licensed property. By the same token, should not new but generic creations remain with the licensee despite their having been used with the licensed property? If the licensed property can be removed completely and a viable product will remain, should not the licensee’s effort in creating that product have continuing value to the licensee? The I.P. sections of license agreements can make busy executives’ eyes glaze, but circumspect licensees will not simply skim over those provisions. All of the above possibilities deserve attention because the majority of licensor-generated agreements presume that all artwork and other elements of intellectual property used with the licensor’s property should be owned by the licensor, no matter the source of those elements or their existence prior to or creation under the license. •••• James Kipling has represented licensors and licensees for more than 20 years in negotiating entertainment, sports, artwork, brand, invention, and technology agreements. He is Of Counsel with Wood, Herron & Evans LLP in Cincinnati, Ohio, and can be reached at (513) 2412324, or jkipling@whepatent.com. Copyright: ©2012 James M. Kipling. All rights reserved.

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Directory of Properties, Products and Services

THE LICENSING BOOK, Summer 2012 “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. © 2012 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, PO Box 47703 Plymouth, MN 55447.

Activision......................................................................................53 Adventure Publishing Group ........................................................147 American Greetings ......................................................................65 BBC Worldwide ..........................................................................148 Beanstalk....................................................................106, 109, 111 BioWorld......................................................................................45 Bravado International ....................................................................67 Coca Cola ....................................................................................41 Classic Media ..............................................................................8,9 Delta Children’s Products................................................................91 Dissero Brands ............................................................................129 Eddie Bauer ..................................................................................35 Elvis Presley Enterprises .................................................................87 FremantleMedia Enterprises ...........................................................63 Gateway Licensing ..............................................................121, 146 GM Licensing......................................................................125, 146 Halfbrick ......................................................................................57 Harris Sachs .......................................................................131, 146 Hasbro .........................................................................................17 Hit Entertainment...........................................................................69 Huevocartoon ...............................................................................93 Kidz Bop ......................................................................................59 Lemur Licensing...........................................................................113 Moshi Monsters.............................................................................55 Nerd Corps ................................................................................3, 4

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Nickelodeon ................................................................................1,2 NPD...........................................................................................141 Penguin Licensing and Consumer Products ................................29, 31 Precious Moments .........................................................................43 Rubies Costume Co......................................................................101 Saban Brands .............................................................................6, 7 Sakar ...........................................................................................75 Sesame Workshop ........................................................................37 Skechers...............................................................................71, 123 Sony ............................................................................................47 Source Interlink Media .................................................................117 Suzy’s Zoo ..............................................................................14, 15 Talking Friends ..............................................................................85 The Aird Group.......................................................................12, 13 The BIG Balloon Adventure ......................................................10, 11 The Joester Loria Group ...............................................................115 The Toy Insider ..............................................................................83 The Wish Factory ..........................................................................99 TUV Rheinland ............................................................................119 Ugly Doll ......................................................................................79 Universal Studios.....................................................................23, 27 Warner Bros. Consumer Products .............................................19, 21 Zodiak Kids .................................................................................77 Zinkia Entertainment......................................................................95

The Voice Reaching Both Trade and Consumers

CONTACT: JONATHAN SAMET OR LAURIE SCHACHT ADVENTURE PUBLISHING GROUP 307 7TH AVENUE, SUITE 1601 NEW YORK, NY 10001 TEL: 212-575-4510 FAX: 212-575-4521 WWW.ADVENTUREPUB.COM