TOTAL LICENSING Robert Marick, Executive Vice President Global Consumer Products & Experiences, MGM, gave Total Licensing an insight on the exciting plans the studio has for the next year and beyond...
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The Lion’s Roar! Can you outline what you will be focusing on around the time of Licensing Expo Virtual? Over the past year, MGM has expanded its catalogue program and in particular the horror genre with initiatives around classic titles such as Killer Clowns. As we move into Licensing Expo Virtual, we will double-down into this very popular genre with the introduction of our “Midnite Movies” lineup. It’s a huge versatile collection of monsters, villains, themes and symbols that audiences have grown to love. We will be reviving the history of vintage MGM horror movies to a new generation of fans. If that wasn’t enough to scare you, we will be taking a similar genre approach and introducing a Sci-Fi catalogue program. This initiative, will bring together MGM’s most iconic sci-fi franchises under one licensing umbrella. From RoboCop, to Stargate, Species, War Games and more, this multidimensional genre will surely ignite fans interest from across the globe. Leading with the sci-fi fan favourite, RoboCop, we will be celebrating its 35th anniversary next year with a year-long celebration. We will use this opportunity to update the style guides and assets across both RoboCop and Stargate and will be looking for licensees to help create compelling products, programs and initiatives throughout 2022 and beyond. Last time we spoke, there were big plans for Addams Family 2, Legally Blonde and Rocky – can you tell us any updates or recent news for these properties? We are so fortunate to have such a broad roster of compelling properties to license. We have something for everyone in the family. Addams Family 2 will release in theatres on October 1st. We will be supporting the release with a licensing program that has significantly expanded from the previous theatrical release. We’ve added five new licensed categories including Console Games,
Fashion Collaborations, Home, Beauty and Subscription. These product manufacturers add to an already impressive roster of over 30 Addams Family licensees. Get ready as Legally Blonde turns 21 next year. We are kicking off this yearlong celebration with new products and programs that speak to the brands DNA of empowerment, education, pink and humor. Partners across various categories have already signed on. However, I am most excited about the recent announcement that we will be launching the first-ever Legally Blonde mobile game early next year.The game will combine puzzle and choice-based narrative mechanics with the empowering themes and positive messages of the Legally Blonde franchise Rocky turns 45 later this year, and is still “packing a punch” and with eight films in the franchise there is a lot to celebrate. MGM recently announced that Rocky IV will be limited theatrical release in November with a new directors cut that will include never-before released scenes. In addition, a new documentary about the making of the film will release at the same time. During the last year, families have often turned to classic franchises and movies for comfort – MGM has a huge catalogue of classics! How much has this propelled the licensing programs for your top properties? The pandemic had a significant impact on classic brands and movie licensing. During this past year, we heard from many licensees and retailers that during the early days of the pandemic, consumers were looking for a comfort outlet such as a favorite food, song or movie to stay positive. Fortunately, many MGM movies filled that niche including Rocky, Pink Panther, Legally Blonde and more. Classic brands felt new again. We used this renewed demand for our classic properties to stay relevant with new product ideas and ways to interact with our customer. As a result, MGM has been fortunate to come through in good form. But we could not have done it without the
support of our licensees and retailers. Thank YOU! Focusing on the Addams family – can you tell us more about the release, and the Wednesday spinoff? Past consumer research indicated how popular the Wednesday character was in the film and that popularity translated into merchandising sales for the last film. So, when MGM announced that they signed a deal with Netflix to create a Wednesday Addams series, we were very excited.
Our excitement only grew when it was announced that Tim Burton will be directing this live action adaptation. In addition, MGM announced that they found their Wednesday with the selection of Jenna Ortega to play the lead. All of this translates to an incredible consumer products program opportunity. We are in the process of developing our plans now and hope to start discussing our licensing plans with our current Addams Family licensees shortly. Anything else you’d like to add? It’s great time to be working with MGM Consumer Products. We have an incredible slate of new and classic properties that transcend demographics, regions and audiences. From the upcoming Creed 3 theatrical release, to the new Vikings: Valhalla series, the new MGM Trademark program or the evergreen Pink Panther licensing program, there is so much opportunity and excitement with MGM properties.
