Brand engagement versus novelty value

And the crisis shows another reality, we all knew was there, but we still never reacted to. The unhealthy superiority of the movie industry in the licensing business. Please don’t get me wrong. I love a good movie and good popcorn entertainment, but we encounter now what happens when the lights go out. We’re alone in the dark. The gaming industry worlwide is much bigger, than the movie industry. Why has licensing concentrated so hard on the next massive boxoffice hit and has always seen the gaming industry as nice to have? Once again, this is not bashing one and celebrating the other. It’s an offer to open one’s eyes. In the current situation, everything is possible and projects are likely to be looked at which in ‘usual’ times would have never been discussed. Do it. And the current situation is a massive opportunity for well seasoned traditional brands, franchises and properties. Those who we, and maybe even our parents, grew up with. Brands, franchises and properties, that feel warm and cozy and familiar. Like a warm blanket or a hot bowl of chicken soup. In times of a crisis people (not only consumers) turn to these. Give them the opportunity to lay back and encounter them, to rediscover their propositions and values. Let me end this with some caring words for those who will not be winners in this all. We will lose companies (worldwide) in this and other businesses. People will lose their roles and positions. Not only the lazy ones, the slow or the arrogant. It will be people like you and me. Hardworking professionals, who gave their best. To fail is a very human thing, not a personal flaw. Don’t be ashamed, talk to people around you. Don’t suffer in silence. And to the winners: don’t look down, this could be you. Be kind, be mindful and help. A good way of going through such hard times is to show a helpful attitude towards the people around you. Needless to say: The COVID pandemic has left its traces in the German licensing market, too. We saw hardly any fresh entries in the market, with movies being postponed and TV struggling under the increasing pressure coming from VSOD services. Typically, you’d look at playground value and hype factor when talking about the licensing market. But the top licenses indicate other rules applied in 2020: The most important currency was brand engagement and interaction. Some examples indicate how successful licenses were an important part of the everyday lives.

Licensing 2020 in Germany:

Brand engagement beats Novelty Value

Frozen

The Frozen phenomenon is more than just the movie. Girls sing the songs, listen to the story, read the books, play with the toys … And so the whole life is ‘frozened’ Minions, Dragons, Ice Age, Tom & Jerry are great unisex success stories – but they are the exception to the rule. The Top ten list shows a clear differentiation between themes for boys and themes for girls, and in most cases gender specific IPs beat unisex ones because they are much closer to the needs and wants of the children. What is interesting about Frozen and previous Disney princesses like Rapunzel and Merida is not their girlishness, though: These ladies excite the girls because they are princesses with beautiful dresses, but they are also representing a new generation of female role models. These princesses are not the helpless victims that need to be saved by Prince Charming, but they take their fate into their own hands. In fact, their princes are more a burden then a real support on their quest … So gender preferences will always be an issue for the selection of licenses and children will go for the design codes that are currently en vogue, but this does not automatically mean this takes the children back to the role models of the 50’s. By Axel Dammler Managing Director iconkids & youth international research GmbH, Germany’s largest research institute specialised in kids and youth research. a.dammler@iconkids.de www.iconkids.com

Mario rules

Gaming was one of the winners during the lockdown period, and Nintendo is the only gaming company that takes young customers seriously. Add this to a generation of parents who grew up with characters from the Mario universe and you understand why this franchise is so successful.

Paw Patrol 24/7

Streaming platforms such as Netflix and Disney+ emerged as winners from the lockdown, too. Parents like to keep their kids’ watching in the safe territory of a closed service, without interruption by advertising or any fear that inadequate contents may be used as on YouTube. Paw Patrol was strong last year, and has become even stronger this year because of its massive presence with a lit of content in the streaming arena.