TOTAL LICENSING
A Key Player in the world of Children’s Brands Let’s talk about Kids’ Brands! With a strong connection to TFOU, TF1’s programming dedicated to children’s viewing, TF1 Licensing is a major player when it comes to licensing for children.
The favourite animated amily, Barbapapa, is one of TF1 Licensing’s evergreen international phenomena. Created over 50 years ago, they’re still popular today with the new series. Indeed, Barbapapa came back in 2019 with new episodes and a new show “The Barbapapa Family”. This new show is broadcast worldwide: on free channels in France, Italy, Quebec, Belgium, Finland and soon in Slovenia and also on Nick Jr (paid TV) all over the World, and it has been a success! In France, on TF1, the show achieved 37% audience share since its launch in November 2019, gathering 81.4 million contacts aged 4+ according to Médiamétrie – Médiamat. In 2021, TFOU had 444 airings of the show twice as many as in 2020. Barbapapa is definitely one of TFOU’s key drivers, with four episodes every week. It is also a success in Italy, Barbapapa’s second home. Broadcast on Rai Yoyo, the show has an average of 126.000 AMR with 9% share among 4-7 on every slot, making it the most watched show in the early afternoon slot with 162.000 AMR according to Rai 2021. A success that’s also very much supported by Giochi Preziosi, Barbapapa’s Mastertoy, who launched the first products in 2020. Figurines, playsets and plush, which went out with a strong marketing plan in France and Italy and are today in all the major retailers (Carrefour, Auchan, KingJouet, Jouéclub, Amazon and many others). Along with TV and toys, the Barbapapa family is also a success on bookshelves. Indeed, the new show is accompanied by a historic publishing partner in France: Les Livres du Dragon d’Or, who launch new products every year - eight titles in 2021 and more to come in 2022. In Italy, the publisher
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Salani has chosen Barbapapa for a series of new titles with a strong program. The Barbapapa stories are also adapted in books in Switzerland, Finland, Denmark, Bulgaria and Asia. Les Livres du Dragon d’Or also accompanied the Barbapapa Family when it entered the Louvre Museum. Indeed, in 2021, the characters decided to go to the museum with a wonderful collaboration never seen before - The BarbaLouvre . An arty and optimistic collection in which the most famous art pieces of the Louvre are adapted into the World of Barbapapa. A collaboration between the Louvre, the Réunion des Musées Nationaux (National Museum organisation) and Barbapapa to encourage children to discover art through many products: stationery, memory, clothes, etc. and of course a new novel by Les Livres du Dragon d’Or: “Barbapapa in the Louvre Museum”. Press, digital and TV coverage on an unprecedented scale allowed the collaboration to reach millions of contacts. And since Barbapapa is everywhere, they’re also coming back to movie theatres. Last year, the Family entered the dark rooms for a month with some chosen episodes on a specific topic:
Barbapapa goes green. This year, children and adults will be able to discover or rediscover their adventures with all the animals they’ve met. A partnership with Kinépolis in about 70 cinemas in France this Spring and a whole communication plan set to be revealed. All this success has motivated other partners to come along the adventure and the licensee family has welcomed many new members: Educa Borras with a range of puzzles, loto, memo and dominoes, Plastoy for the figurines, Pabobo (childcare), Xcellence (costume character), Fizzy (food), Take Care (Beauty and Hygiene products), CEP (fragrance), CTI (bed linen) and soon Friodis (bags). There are now 20 licensees all over the world. As for Fashion, the Barbapapa Family is on trend! Along with Sahinler for textiles and Oxygen for shoes, Barbapapa has entered the fashion industry with Patou.The luxury house, which belongs to the LVMH Group has chosen Barbapapa for a one-of-akind capsule collection available since February at Le Bon Marché store in Paris, but also in Germany, Hong Kong, Italy, Japan, Luxembourg and Taiwan. So, as you see can we’ve entered a Barbapapa area full of projects and surprises to come! But that’s not all, and TF1 Licensing’s other brands from the children entertainment universe are stronger than ever. Miraculous, the success story “à la Française” is more and more one of children’s favourite brands. In 2021,
