The Power of Kids LicensingJason Rice, Licensing Director
Russia Market Overview?•   Transitional period for Russia market•   Russia is now becoming a serious contender in the glob...
Cartoon Network Russia               Branded Prime Time CN Blocks on TV3launched October 2009                and Ren TVCN ...
A Franchise Management                                               Approach• Co-ordinated roll-out acrossmarkets – TV, S...
A Quick Case Study….
Show Essentials•   Created by Craig McCracken•   3 Emmy nominations - 1999, 2001 & 2004•   78 half-hour episodes•   Primar...
Brand SegmentationDesigner                Marcus Lupfer/SelfridgesGirls 13-25             Tom van Lingen/ ColetteBrand Dri...
Apparel & Footwear
Bags & wallets
Gift & Stationery
Accessories & Personal Care
Helmets & Trainers
Adidas - Shoes
Bershka
Gaudi Catwalk - Barcelona
Gaudi Catwalk - Barcelona
Branded Environments &                                        Live Entertainment                Pop-Up         Cafes      ...
Extend your brand across key                                consumer touch-points National National      Online           ...
Infrastructure…
Tertiar                       y                               Example:Decide Your        Secondary   Primary              ...
Retail StrategyHigh - EndMidHigh Street/Mass
Direct to Retail Model•   Bespoke retail licensing programmes•   Allows us to build long-term relationships with key retai...
Premiere ScreeningsAlien Swarm Premiere ScreeningMoscow, 6 Dec 2009
Kids Events….
2006   2008   2009   2010
SupportsProduct Evolution
CN Studios   Co-Production   Acquisition
And finally….
Cпасибо!Jason Rice, Licensing Director
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
Cartoon Network: The Power of Kids Licensing
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Cartoon Network: The Power of Kids Licensing

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Презентация на конференции Секреты детского маркетинга, 2010

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Cartoon Network: The Power of Kids Licensing

  1. 1. The Power of Kids LicensingJason Rice, Licensing Director
  2. 2. Russia Market Overview?• Transitional period for Russia market• Russia is now becoming a serious contender in the global market of licensing and merchandising:  Increasing purchase power  Changes in consumer behaviour  Accelerated development of TV and other mass media• Retail turnover has exceeded $400billion per year over the past five years• In 2009 the Russian children’s market increased by 16% up to $10billion with growth of 13 to 16% predicted over the next five years Comcon 2009
  3. 3. Cartoon Network Russia Branded Prime Time CN Blocks on TV3launched October 2009 and Ren TVCN Microsoite on Tvidi.ru, largest Dedicated CN website launching lateRussian Kids Web Portal Autumn 2010
  4. 4. A Franchise Management Approach• Co-ordinated roll-out acrossmarkets – TV, Syndication, L&M• Shared content, assets andtimings• FM process ensure we createand source best brands throughpooling resources across EMEA• Reduces costs and maximisescommercial upside
  5. 5. A Quick Case Study….
  6. 6. Show Essentials• Created by Craig McCracken• 3 Emmy nominations - 1999, 2001 & 2004• 78 half-hour episodes• Primary Show audience = 4- 12 yr old girls
  7. 7. Brand SegmentationDesigner Marcus Lupfer/SelfridgesGirls 13-25 Tom van Lingen/ ColetteBrand Driver La Casita de Wendy/ EKSHigh Street BershkaGirls 13-25 TopshopRevenue Driver Pimkie ClockhouseHigh Street/Mass AdamsGirls 4-12 ECIRevenue Driver C&A
  8. 8. Apparel & Footwear
  9. 9. Bags & wallets
  10. 10. Gift & Stationery
  11. 11. Accessories & Personal Care
  12. 12. Helmets & Trainers
  13. 13. Adidas - Shoes
  14. 14. Bershka
  15. 15. Gaudi Catwalk - Barcelona
  16. 16. Gaudi Catwalk - Barcelona
  17. 17. Branded Environments & Live Entertainment Pop-Up Cafes Retail Parks THEMEDATTRACTIONS Appearances Mini Shows Interactive Stage Events LIVE
  18. 18. Extend your brand across key consumer touch-points National National Online Online Video Video Publishing Publishing Promotional PromotionalCampaignsCampaigns Game Creator Game Creator Games Games Expansion Expansion Licensing Licensing iPhone iPhone Personal Personal Channel Channel Live Live DVD DVD Show Show Apps Apps appearances appearances Events Events
  19. 19. Infrastructure…
  20. 20. Tertiar y Example:Decide Your Secondary Primary  ToysProduct Strategy  Publishing  BTS  Gift & Novelty Primar Secondary  Apparel y  Accessories  Footwear  Sporting goods  Accessories  Homewares Tertiary  Consumer Electronics  Interactive  Pet Accessories
  21. 21. Retail StrategyHigh - EndMidHigh Street/Mass
  22. 22. Direct to Retail Model• Bespoke retail licensing programmes• Allows us to build long-term relationships with key retail partners• Enables our licensing programmes to get to market quickly and establish desired in-store presence• Creates compelling destinations for our brands and our retail partners in consumers’ minds
  23. 23. Premiere ScreeningsAlien Swarm Premiere ScreeningMoscow, 6 Dec 2009
  24. 24. Kids Events….
  25. 25. 2006 2008 2009 2010
  26. 26. SupportsProduct Evolution
  27. 27. CN Studios Co-Production Acquisition
  28. 28. And finally….
  29. 29. Cпасибо!Jason Rice, Licensing Director
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