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

Презентация на конференции Секреты детского маркетинга, 2010

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  • 1. The Power of Kids LicensingJason Rice, Licensing Director
  • 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. 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. 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. A Quick Case Study….
  • 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. 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. Apparel & Footwear
  • 9. Bags & wallets
  • 10. Gift & Stationery
  • 11. Accessories & Personal Care
  • 12. Helmets & Trainers
  • 13. Adidas - Shoes
  • 14. Bershka
  • 15. Gaudi Catwalk - Barcelona
  • 16. Gaudi Catwalk - Barcelona
  • 17. Branded Environments & Live Entertainment Pop-Up Cafes Retail Parks THEMEDATTRACTIONS Appearances Mini Shows Interactive Stage Events LIVE
  • 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. Infrastructure…
  • 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. Retail StrategyHigh - EndMidHigh Street/Mass
  • 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. Premiere ScreeningsAlien Swarm Premiere ScreeningMoscow, 6 Dec 2009
  • 24. Kids Events….
  • 25. 2006 2008 2009 2010
  • 26. SupportsProduct Evolution
  • 27. CN Studios Co-Production Acquisition
  • 28. And finally….
  • 29. Cпасибо!Jason Rice, Licensing Director