The Simpsons TM & (c) 2010 TWENTIETH CENTURY FOX FILM CORPORATION. ALL RIGHTS RESERVED. For licensing opportunities visit ...
Welcome!       Dobro došli!F                                                                                      D       ...
A Powerful                                                        L                                                       ...
TABLE oF                                                                                                                  ...
Licensing is   everywhere around us                                                   part of business of all the big film...
Licenciranje je   svuda oko nas                                                     vanja dugo ostao u drugom planu,      ...
Everthing can be protected and soldStrictly formally speaking, licensing is a practice of leasing lawfully protected intel...
Sve se može zaštititi i prodatiStrogo formalno govoreći licenciranje je praksa leasinga zakonski zaštićene intelektualne i...
ness, quickly make money and then get           balefully on this industry proving that it              which is almost eq...
jednostavan način da među prvima                pogubno djelovala na tu industriju doka-              ra od prodaje licenc...
CONFERENCEPROGRAM                   PROGRAM               kONFERENCijECONFERENCE PROGRAM         PROGRAM kONFERENCijE     ...
DAY oNE - 11th. NoVEMBER - DAY ONE                                                                                        ...
12th. NoVEMBER - DAY TWO    CONFeReNCe PROGRAM                     FRIDAY, NOVEMBER 12th – DAY TWO                     10:...
11th & 12th NoVEMBER - SPECIAL FEATURES                                                                                   ...
The Weekly Partner To                         The Croatian Economy.     privredni vjesnik                         www.priv...
CONFERENCESPEAkERS                 GOVORNiCi NA                 kONFERENCijiCONFERENCE SPEAkERS      GOVORNiCi NA kONFEREN...
CoNFERENCE    SPeAKeRS                                                                     Charles Riotto                 ...
CoNFERENCE                                                                                                                ...
LicensingNewEurope 2010 GUIDE
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Licensing New Europe 2010 GUIDE is publication dedicated to the licensing & merchandising trade show and conference held in Croatia in November 2010.
It contains very useful information's for those involved in licensing & merchandising business and those who are looking for business opportunities in New Europe region.
Enjoy!

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LicensingNewEurope 2010 GUIDE

  1. 1. The Simpsons TM & (c) 2010 TWENTIETH CENTURY FOX FILM CORPORATION. ALL RIGHTS RESERVED. For licensing opportunities visit stand d4 Or contact Fox Consumer Products foxlicensing.europe@fox.comLocal Agent Kidz Entertainment/EEMC info@kidz-entertainment.com
  2. 2. Welcome! Dobro došli!F D or the second year in the ter market score, a “standard” one or rugu godinu zaredom Licensing New Europe 2010 Show & row the major international the one using licensing as a tool? Lijepa naša je mjesto Conference nije samo naša companies and top okupljanja jakih zajednička prilika da iz prve ruke professionals from the Licensing New Europe 2010 internacionalnih kompani- čujemo i kroz interakciju s emninet- Licensing industry will Show & Conference isn’t only our ja i vrhunskih nim profesionalcima naučimo kakogather in the Republic of Croatia. chance to gain relevant information profesionalaca iz sfere rada i trgovine ćemo na najjednostavniji načinLike in the old Croatian saying “There from the world class professionals s licencnim pravima korištenja upregnuti licenciranje da bih smois everything from the needle to the thru the interactive communication. poznatih brendova, stvarnih osoba, ostvarili korist za svoje proizvode ilocomotive.” virtually there is not a Before all it is a „two-way street“ animiranih likova, umjetničkih kompanije, već je prije svegasingle product on the world communication platform for the dijela, naziva i imena ... na najrazličiti- „dvosmjerna ulica“ za ravnopravnuthat may not gain benefits from the presentation of our own markets, jim vrstama proizvoda. prezentaciju naših i stranihsynergy effects of the licensing in goods and services and for exchange Kao u uzrečici „od igle do lokomotive“ roba i usluga i razmijenu specifičnihorder to generate profit or increase of the specific knowledge from the gotovo da i ne postoji proizvod koji ne znanja s „obje strane stola“.the market share. „both sides of the table“ bi mogao kroz sinergijske učinke koje licenciranje u sebi nosi ostvariti profit U ime organizatora LNE 2010Although the Licensing New Europe In the behalf of the Creata compa- ili povećati tržišni udio. tvrtke Creata, želimo vam uspješan2010 is the second gathering of the ny, organizer of the LNE 2010 we are I to je jedna od čari ove idustrije. rad kroz ova tri dana našegLicensing & Merchandising industry wishing you success during the next druženja kao i kroz cijelu narednufocused on the New Europe region, three days as well as during the entire Iako je Licensing New Europe godinu i pozivamo vas da sein reality it is only a beginning of the year ahead. 2010 drugo okupljanje Licensing & za godinu dana ponovno sastanemoentirely new economy branch. Merchandising industrije fokusirane na Licensing New Europe 2011And we all are a part of it. We are inviting you to meet again next na regiju Nove Europe, zapravo je Show & Conference i razmjenimo year on the Licensing New Europe tek početak jer svi mi zajedno iskustva o postignućima koje smoIf used properly this new economy 2011 Show & Conference to exchange učestvujemo i svjedočimo u stvaranju ostvarili.branch will help our domestic and our experiences about the nove gospodarske grane u našoj regiji.regional well known brands to expand accomplishments we have achieved. Gospodarske grane kroz koju će seto a new markets or to diversify their naši domaći i regionalni poznati Goran Krnjak Sergej Ivasovićportfolio to a new product niches. brendovi proširiti na nova tržišta ili direktor izvršni direktorAlso this new economy branch will Goran Krnjak Sergej Ivasović diverzificirati svoj portfolio nacreate a new momentum for our Managing Director Executive Director proizvodne niše u kojima nisuproducers of the quality goods domicilno prisutni, a proizvođačiand services to achieve significant kvalitetnih roba i usluga ostvariti jakbusiness growth. rast poslovanja.We are aware that from the Svjesni smo da u trenutku u kojemperspective of the current econo- se nalazimo, pristisnuti globalnom imy momentum created by a domes- našom domaćom ekonomskomtic and global economy crisis these krizom ove riječi zvuče kao praznawords may sound phony. obećanja. Prekrasno je što je istina diametralnoBut the truth is quite opposite - and suprotna.that is the beauty of it. Licenciranje je jedan od izlaza izLicensing is one of the ways out of the teškoća u kojima se nalazimo.problems that we are faced with. Ne vjeruje te? Zapitaj te kolege uYou don’t see it that way? maloprodaji koji proizvodi imaju boljuPlease ask our colleges from the retail prođu na tržistu, „uobičajeni“ ili onibusiness which products have a bat- koji već koriste licenciranje kao alat? 1
  3. 3. A Powerful L I Licensing Connection M power by association global power powerful information knowledge is power powerful savings2 A 350 FIFTH AVENUE SUITE 4019 NEW YORK, NY 10118 P: 212.244.1944 F: 212.563.6552 WWW.LICENSING.ORG
  4. 4. TABLE oF CONteNtWelcome! Dobrodošli!Licensing is everywhere around us - Željko Krnjak, LIMA New Licenciranje je svugdje oko nas - Željko Krnjak, LIMA New EuropeEurope Kazalo i impresumEverthing can be protected and sold Sve se može zaštiti i prodatiLNE2010 Conference LNE2010 Konferencija... Program ... Program... Speakers ... GovorniciLicensing as a marketing tool Licenciranje kao marketinški alatInterview with Mr. Ciaran Coyle, Beanstalk Group Razgovor s g. Ciaranom Coyleom, Beanstalk GroupCroatia and the region have a big opportunity for growth Hrvatska i regija imaju veliku priliku za rastLNE 2010 Show LNE2010 IzložbaInterview with Mr. Carl Lumbard, 20th Century Fox Consumer Razgovor s g. Carl Lumbard, 20th Century Fox Consumer ProductsProductsIntro to the Brand Licensing - Mr. Pete Canalichio, Brand Licensing Uvod u licenciranje brendova - g. Pete Canalichio, Brand LicensingExpert Inc. Expert Inc .Glossary of terminology Riječnik engleskih pojmovaWhat is the New Europe? Što je Nova Europa?The Licensing Letter The Licensing LetterInterview with Mrs. Maura Regan, Sesame Workshop Razgovor s gđom. Maura Regan, Seasame WorkshopPowerful growth and market development of licensed products Snažan rast i razvoj tržišta licencnih proizvodaInterview with Mr. Yaakov Chai, VIPO Razgovor s g. Yaakov Chai, VIPOThe importance of a strong quality, recognisable and characteristic Važnost jakog, kvalitetnog, prepoznatljivog i karakternog brendabrandLIMA - The International Licensing Industry Merchandisers’ LIMA - The International Licensing Industry Merchandisers’Association AssociationList of properties Popis licencnih dobaraShow floor & Conference floor plan Plan izložbenog prostora i prostora konferencije 3
  5. 5. Licensing is everywhere around us part of business of all the big film ic parts from the archives of our gal- Leading circles of the world`s studios (mostly Hollywood) and big leries and museums, for Dubrovnik licensing industry are seriously inter- TV stations. Interestingly, this part of as a historical destination, for the ested in New Europa and ready to business had long been in the shade, unique Geno suits, for the fascinat- openly share their knowledge and not even noticed by analysts and film ing history of Zadar as an area of the great experience. With them come industry experts. Licensing has only Maraska cherry and fine liqueur pro- their license programs. recently moved from the wing of the duction, for the red and white sports media and entertainment industry to kit (“squares”, “chess board”), for A chance for the creative the areas such as publishing, galler- Goran Ivanišević… This is an opportunity that should ies, museums, destinations, sports, or for the rose from Bulgaria, the be seized because with this knowl- non-profit organisations, big (not only babushka from Russia, to mention just edge and the necessary skills we can sport) events, celebrities… some of the main ones. Licensing can develop our own license programs have a good influence on the econo- and re-instate the necessary relationsŽELjKo KRNjAK, Representative LIMA or the new The changing of mindset my. Let us not forget that japan has with those who are on the world sceneEurope, which represents an area of 35 countries Today, big manufacturers and corpo- built its whole economy on the strat- and who want to collaborate with us.o rations integrate licensing into their egy of licensing. Their example was Up until now our part of the world – ne of the most powerful core, into the very top of their market- carefully studied by Korea and it is and the whole of New Europa – repre- tools of marketing or a ing goals (core marketing goals). now a priority program of their eco- sented the so called grey zone for dif- lucrative business model? Licensing, like a franchise, is part of nomic strategy. A few other countries ferent license traders, and even today Can we also use it? What the mindset that has, up until recent- are on this trail. there are a lot of those in these parts good and which advan- ly, belonged to the so called devel- Licensing carries potential that is who pass themselves for more thantages can come from it? oped world, which had capital inter- extremely important for Croatia at this they really are. Licensing is everywhere around us ests as their main aim. This is the moment: licensed programs manage The first big step was made byand we are almost not even aware main reason why licensing is not so to endure the most difficult econom- organising the exhibition and confer-of it. This is the biggest proof of its wide spread in the rest of the world, ic conditions but are also attractive ence Licensing New Europe, last yearbreakthrough and success. This unique apart from privileged individuals or by their basic quality: a significant in Rovinj, which was a big surprise toconcept was developed in the United small groups. increase in sales (licensed products the people from the licensing indus-States of America at the height of the In our part of the world, not only in sell at least 25 percent more than try and which has been organisedGreat depression. The first to use it southeast Europe but in all the coun- others). Besides this, on the mar- at their initiative this year in Zagreb,was Walt Disney, soon after the suc- tries “behind the iron curtain” – I call kets of the world the first to be recog- from the11th – 13th November. Also,cess of Mickey Mouse when it greatly them New Europa – a mindset was nised and accepted will be licensed the top world organisation LIMA hascontributed to the increase of his fame, built with a completely different set products. Even a generic product with named a Croat for its official repre-expanding into completely new areas of values, so that favourite charac- added value of an interesting license sentative for New Europe, which holdsand ensuring new sources of income. ters and themes from film will find its market 35 countries and represents a market Amain principal was installed: a and television or from much more easily. of 400 million people. We can now saypopular character from the small and product packag- with pride that Zagreb is included inbig screen was commercially surren- ing were not fol- the world map of important hot spotsdered for usage to an interested manu- lowed by the of the licensing industry, with an ideafacturer and applied to different prod- powerful sup- that it should become the centre ofucts, ensuring the demand and sales port given licensing for New Europe.of these products on the market and by licens- This is a chance for everyoneat the same time helping the increase ing. Imagine that is creative and enterprising toof popularity and presence of the char- what we become well informed and system-acter itself, but also bringing in a nice could do atically become involved in licensingincome to the owner of the rights. “The with a strong by making profitable licensing pro-formula” had instantly proven to be license pro- grams. LIMA New Europe is preparingsuccessful and the profits from the gram for different activities which will enableselling of rights for using a character, professor permanent education and quality con-the so called royalty, quickly brought in Baltazar, for the necting in the region and the world.sums much larger than the films them- unique character Licensing is a very powerful busi-selves! The licensed program is always of the bear Lino from ness and it is up to us to becometightly connected with the basic con- Podravka`s children`s involved in this part of the world andtent (which is virtual) and its popular- food packaging , create our own place in the industryity and is developed as its “materiali- for the still very that globally makes around 190 bil-zation”. attractive lion dollars. Licensed programs have become Bajadera,a powerful tool and a very important for specif- 4
  6. 6. Licenciranje je svuda oko nas vanja dugo ostao u drugom planu, profesora Baltazara, za jedinstven lik izvod. Ta i generički proizvod s doda- nisu ga zamijetili čak ni analitičari i medvjedića Lina s Podravkinih pakira- nom vrijednošću zanimljive licencije dobri poznavatelji filmske industri- nja hrane za djecu, za još uvijek atrak- lakše nalazi svoje tržište. je. Licenciranje je iz okrilja industri- tivnu Bajaderu, za pojedine cjeline iz Vodeći krugovi svjetske industrije je medija i zabave tek u novije doba fundusa naših galerija i muzeja, za licenciranja ozbiljno su zainteresirani iznimno uspješno primijenjeno i na Dubrovnik kao povijesnu destinaciju, za za Novu Europu i spremni su otvore- područjima kao što su nakladništvo, unikatna odijela Gena, za fascinantnu no podijeliti svoja znanja i veliko isku- galerije, muzeji, destinacije, sport, povijest Zadra kao svjetskog prostora stvo koje nose. S njima dolaze i njihovi neprofitne organizacije, veliki (ne samo prerade višnje maraske i proizvodnje licencni programi. sportski) događaji, poznate osobe finih likera, za crveno-bijeli dres (‘koc- (celebrity)... kice’, ‘šahovnica’) hrvatskih reprezen- Prilika za kreativne tativaca, za Gorana Ivaniševića... Ili, za Međutim, to je prilika koju treba isko- Promjena svjetonazora ružu iz Bugarske, babušku iz Rusije, da ristiti, jer s tim znanjem i potrebnimŽELjKo KRNjAK, predstavnik LIMA-e za Novu Danas velike proizvodne i trgovačke spomenem samo neke najosnovnije. vještinama možemo razvijati vlasti-Europu, što predstavlja područje od čak 35 zemalja korporacije integriraju licenciranje u Licenciranje može imati dobar utjecaj te licencne programe i uspostavi-j samu jezgru, u sam vrh, u srž svojih na prilike u gospodarstvu. Ne zaboravi- ti potrebne relacije s onima koji su edan od najmoćnijih alata marketinških ciljeva (tzv. core marke- mo da je japan cjelokupno svoje gos- na svjetskoj sceni, a žele suradnju s marketinga ili lukrativni ting goals). podarstvo izgradio na strategiji licen- nama. Dosad je naš dio svijeta - i cije- poslovni model? Možemo li Licenciranje, kao i franšiza, dio je ciranja. Njihov je la Nova Europa - predstavljao tzv. sivu se i mi njime koristiti? Kakve svjetonazora koji je sve done- primjer pomno zonu za kojekakve trgovce licencija- dobrobiti i prednosti i uopće davno pripadao tzv. razvi- izučila Koreja ma, a i danas ima dosta takvih koji sekoristi možemo imati od njega? jenom svijetu, koji je u i to je sada kreću našim prostorima izdajući se za Licenciranje je posvuda oko nas, prvom planu imao prioritet- više nego što jesu (ako sa svojih mar-a da toga gotovo nismo svjesni. To interese kapi- ni pro- gina uopće jesu).je najveći dokaz njegove prodornosti tala. To je Prvi je veliki korak učinjen organiza-i uspješnosti. Taj je jedinstveni kon- glavni cijom izložbe i konferencije Licensingcept razvijen u Sjedinjenim Američkim razlog New Europe, koja je prošle godine uDržavama u jeku Velike depresije. Prvi zašto Rovinju bila veliko iznenađenje ljudi-ga je počeo upotrebljavati Walt Disney licen- ma iz industrije licenciranja te se naveć nakon prvih uspjeha Mickeyja ciranje njihov poticaj ove godine organiziraMousea i to je silno pridonijelo pove- nije tako u Zagrebu, od 11. do 13. studenoga.ćanju poznatosti, širenju u posve nova prošireno Također, krovna svjetska organizaci-područja i osiguravanju kvalitetnih i poznato u ja LIMA imenovala je jednoga Hrvatanovih izvora prihoda. ostatku svi- za službenog predstavnika za Novu Uspostavljen je glavni princip: jeta, osim Europu, koja obuhvaća 35 zemalja ipopularni lik s velikog i malog ekrana m e đ u predstavlja tržište od 400 milijuna ljudi.komercijalno se ustupa na korištenje privi- S ponosom valja reći da je Zagreb sadazainteresiranom proizvođaču te aplici- uvršten na svjetsku mapu važnih žari-ra na različite proizvode, osiguravaju- šta industrije licenciranja s idejom daći potražnju i prodaju tih proizvoda na postane središte licenciranja za Novutržištu, istodobno pridonoseastu popu- Europu.larnosti i sveprisutnosti samog lika, ali To je prilika za sve kreativne i podu-i donoseći lijep prihod vlasniku prava zetne da postanu dobro upućeni te sekorištenog lika. ‘Formula’ se odmah gram nji- sustavno bave licenciranjem stvaraju-pokazala uspješnom, a prihodi od pro- legira- hove gospodarske ći profitabilne licencne programe. LIMAdaje prava za korištenje lika tzv. royal- nim pojedincima ili malim skupinama. strategije. Na tom je tragu još neko- New Europe priprema razne aktivnostity ubrzo su donosili iznose kudikamo U našem dijelu svijeta, ne samo liko zemalja. koje će omogućiti permanentnu edu-veće od samih filmova! Licencni pro- u jugoistočnoj Europi nego u svim Licenciranje nosi potencijal koji je kaciju i kvalitetno povezivanje u regi-gram uvijek je usko povezan s osnov- zemljama ‘iza željezne zavjese’ - nazi- za Hrvatsku u ovom trenutku iznimno ji i svijetu.nim sadržajem (koji je virtualan)i nje- vam ga Nova Europa - izgrađivan je važan: licencni programi ponašaju se Licenciranje je vrlo moćan biznis igovom popularnošću, te se razvija kao svjetonazor s posve drugačijim vrijed- ‘žilavo’ i u najtežim ekonomskim prili- na nama u ovom dijelu svijeta jest danjegova ‘materijalizacija’. nostima u prvom planu, tako da omilje- kama, ali i privlačno po svojoj osnovnoj se kvalitetno uključimo i ostvarimo svoj Licencni programi postali su moćan ne likove i teme s filma i televizije ili s kvaliteti: znatnom povećanju prodaj- prostor u industriji koja globalno ostva-alat i silno važan dio poslovanja pakiranja proizvoda nije pratila moćna nosti (licencirani proizvodi prodaju se ruje oko 190 milijardi dolara.svih velikih filmskih studija (uglav- podrška kakvu pruža licenciranje. barem 25 posto više od ostalih). osimnom Hollywooda)i velikih televizijskih Zamislimo što bi bilo moguće uči- toga, na tržištima u svijetu najprije ćekuća. Zanimljivo, taj je aspekt poslo- niti s jakim licencnim programima za prepoznati i prihvatiti licencirani pro- 5
  7. 7. Everthing can be protected and soldStrictly formally speaking, licensing is a practice of leasing lawfully protected intellectual assets to anotherperson for a product, service or promotion. In this case the intellectual asset is called property, and the termproperty refers to author rights and lawfully protected name, logo, similarity, character, phrase or design.Licensing is based on a contract between the owner of the property (or his representative, i.e. agent), whois called a licensor and the receiver of the licence – the licensee, who is most commonly the manufactureror the seller.L icensing is a way of making toy industry. Toys make almost half the Therefore, it is not surprising that the known well and the financial rewards for “intellectual property” com- business in the category “character and most profitable part of the licensing and successful licensing can be huge. mercial – a syntagm which entertainment licensing”. If anyone is merchandising industry is character The third party, who actually uses your was created as a legal term qualified and experienced to talk about licensing and entertainment programs idea or product knows very well that by for someone`s original idea. this, then it is Richard. His insider exam- (films, tv). It is followed by licensing of licensing their product or service theyWhether it is a patent, a logo or an original ples will be a real treat and will give us corporate logos and brands, licensing in are putting it into the context of an ideapiece, i.e. a film, a book, a cartoon or vid- a true picture of how we too can use the fashion, licensing in sport and licens- or product that is popular and whoseeogame – licensing ensures the frame for methodologies and approaches for suc- ing in art other segments are celebrity value and emotional experience are anconnecting the owner of these ideas with cess in licensing. licensing, licensing in publishing, licens- important entreaty, with which the mar-the people who know how to sell them. Licences are important to companies ing in retail, licensing in non-profit organ- ket identifies with and by which the buy- ing of that particular product or service is encouraged. Strictly formally speaking, licensing is a practice of leasing lawfully protect- ed intellectual assets to another person for a product, service or promotion. In this case the intellectual asset is called property, and the term property refers to author rights and lawfully protected name, logo, similarity, character, phrase or design. Licensing is based on a con- tract between the owner of the property (or his representative, i.e. agent), who is called a licensor and the receiver of the licence – the licensee, who is most commonly the manufacturer or the sell- er. This gives the licensee permission to use the property under precisely defined terms and time limits, which include the Attending this years Licensing New because they attract attention, provoke isations (museums, charities), licens- purpose of usage, defined territory andEurope conference is Pete Canalichio, emotions that are connected to the prod- ing in multimedia activities (Interactive/ specified time frame. In exchange for this,the Vice President of Brand Licensing Inc., uct and upgrade the placement and sales Wireless), academic licensing and licens- the licensor gets financial compensationwho will, in detail, explain the terminol- of the product that is not usually followed ing in music. usually in the form of a guaranteed fee orogy, the business processes of corporate by a special promotion. a percentage of the sales. Most of theselicensing and show these processes on A well chosen licence significantly An idea for money agreements are regulated by a licensinga number of interesting examples such advances the placement and sales of a Licensing is a means and a way for some- contract. Although there exists a gen-as Coca-Cola and the olympic Games in product and helps increase the sales of one to create and place an idea or prod- eral licensing contract with set frames,Vancouver. generic products. uct on the market without major costs of it serves mostly for good orientation, so Apart from this, the conference will Licensing of popular, well known and raising capital, development, production, the services of a lawyer are recommend-be marked by a very interesting work- famous persons (celebrity licensing) is marketing, distribution and operations, ed for drawing up all the necessary legalshop which will be hosted by Greg perhaps the most “visible” and there- but in a way that lets them hold the rights documents. For sealing a good licensingBattersby, one of the worlds most influ- fore the most well known part of the to this idea under their control and in their deal it is important not to involve law-ential corporate lawyers specialized for licensing industry, but the most profit- ownership at the same time. yers too early in the negotiating proc-brand licensing, from the law firm Grimes able part is definitely character licensing. This is the process of leasing, oth- ess, claims Goran Krnjak, the directorand Battersby and legal expert of LIMA, The character that is best licensed and erwise known as renting of ownership of Creata.who will show the process of licens- an absolute number one in the world`s rights to your idea or product to a thirding on examples and new trends in the food industry is Popaye – for the rights party, in exchange for money through so Licensing consultantsEuropean legal acquisitions. of using his character on food products, called royalties. Licensing can be seen as a long term Also attending the conference will various companies pay 2 billion dollars This process is not difficult to achieve marketing strategy or a simple way tobe Richard Gottlieb, a key name in the every year. but the necessary steps need to be be amongst the first to get into that busi- 6
  8. 8. Sve se može zaštititi i prodatiStrogo formalno govoreći licenciranje je praksa leasinga zakonski zaštićene intelektualne imovine drugojosobi za proizvod, uslugu ili promociju. U ovom slučaju intelektualna imovina naziva se property, a pojamproperty odnosi se na autorskim pravima i zakonom zaštićeno ime, logotip, sličnost, karakter, frazu ili dizajn.Licenciranje se temelji na ugovornom sporazumu između vlasnika propertyja (ili njegova zastupnika,tj. agenta) koji se naziva davatelj licencije - licensor i onoga koji je primatelj licencije - licensee, a to jenajčešće proizvođač ili prodavač.L icenciranje je način komer- Licenciranje popularnih, pozna- štu bez velikih troškova prikupljanja pravima i zakonom zaštićeno ime, logo- cijalizacije “intelektualnoga tih, uspješnih i slavnih osoba (celebri- kapitala, razvoja, proizvodnje, marke- tip, sličnost, karakter, frazu ili dizajn. vlasništva” - sintagme koja je ty licensing) možda je “najvidljiviji” i tinga, distribucije i operacija, ali tako Licenciranje se temelji na ugovornom stvorena kao pravni naziv za stoga najpoznatiji dio industrije licen- da istodobno drži prava na tu ideju pod sporazumu između vlasnika propertyja nečiju izvornu ideju. Bilo da je ciranja, ali najunosniji dio predstavlja svojom kontrolom i u svojem vlasništvu. (ili njegova zastupnika, tj. agenta) kojiriječ o patentu, zaštitnome znaku (logu) licenciranje likova (character licensing). To je proces “leasinga” odnosno se naziva davatelj licencije - licensor, iili originalnom djelu, npr. filmu, knjizi, Najbolje licenciran lik i apsolutni broj iznajmljivanja, ‘rentanja’ vlastitih prava onoga koji je primatelj licencije - licen-crtiću ili videoigrici - licenciranje osi- jedan u svjetskoj prehrambenoj indu- na svoju ideju ili proizvod nekom trećem see, a to je najčešće proizvođač ili pro-gurava okvir za ujedinjavanje vlasnika striji je Popaj - za prava korištenja nje- u zamjenu za novac koji se ostvaru- davač. To primatelju licencije - licen-tih ideja s ljudima koji ih znaju prodati. gova lika na prehrambenim proizvodi- je kroz tzv. royalty (tantijeme, premija). seeju - daje dopuštenje za korištenje Na ovogodišnju konferencju ma razne tvrtke plaćaju svake godine Proces ostvarivanja toga nije težak, propertyja pod točno utvrđenim uvje-Licensing New Europa dolazi Pete ukupno 2 milijarde dolara. ali mora se vrlo dobro znati kako podu- tima i rokovima, koji uključuju svrhuCanalichio, potpredsjednik Brand Stoga ne čudi da je najprofitabilniji zeti potrebne korake, a financijske korištenja, definirani teritorij i određenoLicensinga Inc., koji će detaljno obja- segment industrije licenciranja i merc- nagrade za uspješno licenciranje mogu vremensko razdoblje. U zamjenu za tosniti terminologiju, poslovne procese handisinga licenciranje likova i zabav- biti goleme. korištenje davatelj licencije - licensorkorporatinog licenciranja te pokazati taj nog programa (entertainment, TV, film). Treća strana koja zapravo koristi - dobiva financijsku naknadu, obično uproces na nekoliko zanimljivih primjera, Slijede ga licenciranje korporativnih vašu ideju ili proizvod vrlo dobro zna da obliku zajamčene naknade i/ili naknadekao što su Coca-Cola i olimpijske igre zaštitnih znakova i brendova, licencira- svoj proizvod ili uslugu licenciranjem na postotak od prodaje. Većina je takvihu Vancouveru. nje u modi, licenciranje u sportu, licen- stavlja u kontekst ideje ili proizvoda koji sporazuma regulirana licencnim ugo- osim toga, konferenciju će obilje- ciranje u umjetnosti. je popularan i čija vrijednost i emotivni vorom. Iako postoji generalni licencnižiti vrlo zanimljiva radionica koju će ostali su segmenti licenciranje slav- doživljaj jesu važan apel, ono s čime se ugovor sa zadanim okvirima, on služivoditi jedan od najuglednijih svjetskih nih osoba, licenciranje u izdavaštvu, tržište poistovjećuje i što potiče na kup- više za dobru orijentaciju, a preporu-korporativnih odvjetnika specijaliziran licenciranje u maloprodaji, licenciranje nju upravo tog proizvoda ili usluge. Tako čuje se obraćanje odvjetniku za izraduza brend licensing Greg Battersby iz u neprofitnim organizacijama (muze- licencirani proizvod ili usluga stječu pre- svih pravnih dokumenata. Za sklapanjeodvjetničkog ureda Grimes & Battersby ji, dobrotvorne organizacije), licen- ferentnu poziciju u tržišnom okruženju u dobrog licencnog posla važno je tako-i pravni ekspert LIMA-e, koji će na pri- ciranje u multimedijskim aktivnosti- odnosu na konkurenciju. đer ne uključiti odvjetnika prerano umjerima pokazati proces licenciranja ma (Interactive/Wireless), akademsko Strogo je formalno govoreći licenci- pregovarački proces, tvrdi Goran Krnjak,i nove trendove u europskoj pravnoj licenciranje i licenciranje u glazbi. ranje praksa leasinga zakonski zaštiće- direktor tvrtke Creata.stečevini. Na konferenciju dolazi i RichardGottlieb, ključno ime u industriji igrača-ka. Igračke su gotovo polovica biznisa ukategoriji “character and entertainmentlicensinga”. Ako netko može o tomegovoriti s pozicije osobe koja zaista zna,onda je to Richard. Njegovi insajderskiprimjeri bit će prava poslastica i dat ćenam pravu sliku o tome kako i mi može-mo koristiti metodologije i pristupe zauspjeh u licenciranju. Licencije su važne kompanijama jerprivlače pozornost, izazivaju emocijekoje se povezuje s proizvodom i takounapređuju plasman i prodaju proizvo-da koji inače nije popraćen posebnompromocijom. Dobro odabrana licencija znatno una- ne intelektualne imovine drugoj osobipređuje plasman proizvoda te utječe Ideja za novac za proizvod, uslugu ili promociju. U tom Konzultanti za licenciranjena povećanje prodaje generičkih pro- Licenciranje je sredstvo i način da netko se slučaju intelektualna imovina nazi- Licenciranje se može promatrati kaoizvoda. ostvari i plasira ideju ili proizvod na trži- va property, što se odnosi na autorskim dugoročnu marketinšku strategiju ili 7
  9. 9. ness, quickly make money and then get balefully on this industry proving that it which is almost equal to the revenue that it is unthinkable that a feature or ani-out of it. In the early development phase is exceptionally resistant to economic this Paramount film had made at the box mated film and the most popular TVof this industry in the world, the `strategy` turbulence. office”, says Krnjak. It is interesting that series would not have licensed productswas to simply stick a brand or a famous Consumers are saving money on lux- what we today call the industry of licens- connected to them.cartoon character on your product and ury products and tickets to expensive ing, goes back all the way to the 1930`s, This is why, almost without excep-hope that somebody would buy it. Such events but still gladly and regularly visit when Walt Disney himself, at the height tion, film and TV companies have specialbad examples can still be found today. the cinema and watch and follow TV of the Great depression, sold the rights departments and separate companiesMany have made it this way but licensing programs. for using the Mickey Mouse character who deal exclusively in the developmenthas to this day, evolved into a real busi- “official data shows that on the long on drawing boards for 300 dollars, which and marketing of licensed products.ness which should be seriously taken list of blockbusters in 2008. film, TV helped him to sustain the expensive pro- one of the most recent examples ofinto consideration. As every business companies and production houses have duction of animated films. But Disney connection of a super successful filmproject, licensing should be approached made an incredible profit of 66,3 billion was the exception, not the rule. and licensed products is “Avatar”, in theseriously. The right license which should dollars from sales of licensed products. What is today known under the term production of 20th Century Fox, whichconnect well with your product should be The first on the list of revenue made of licensing based on a film, marks its after it wrecked box offices around thechosen and a business plan that shows from sales of licensed products is the beginnings with the success of licensed world and made a huge profit, markedwhether, and in which time this invest- company Disney Consumer Products, programs of “Star Wars” (1977.) and the same success in sales of licensedment will be profitable, should be drawn which made 27,2 billion dollars. It is “E.T.” (1982.) and carried on with film products.up. It should be kept in mind that which- followed by Warner Bros Consumer successes of the action heroes Batman The announcement of films forever brand or character you have chosen Products with 6 billion dollars and (1989.) and Spiderman (2002.), “The 2010., which includes titles such asfor licensing on your product, it must be Nickelodeon and Viacom Consumer Lord of the Rings” (2001. and 2003.) and “The Chronicles of Narnia”, “Alice intreated as a part of the marketing plan. Products with 5,5 billion dollars. We can the serial about “Harry Potter” (2001.-). Wonderland”, “Iron Man 2”, “Toy StoryThe success of licensing is in proportion also add that the revenue of Marvel, LucasFilm is with its “Star Wars” (with 3”, “The Prince of Persia”, “Shrek 4”,with the amount of work and quality of bought by Disney last year, has not been a revenue of 2 billion dollars only in last “Spiderman 4” and the new “Harrypreparation that you have brought into included and Marvel itself brought in 4,9 year) constantly at the top of the list of Potter” film, suggests that this could bethe project. Before the decision about billion dollars. Hasbro, one of the world`s companies for which the licensing busi- a record year by revenues made at boxlicensing, whether you are the owner or biggest toy manufacturers, announced ness is highly profitable. offices and also a very good surround-the user of the license, it is very impor- in December 2009. that it had made ing for sales of connected licensedtant and desirable that you consult with a revenue of 830 million dollars from A record year products.experts who will provide the right advice sales of licensed products from the line Today the close connection of films and Marko Perićand get you on the right track. “Transformers: Revenge of the Fallen”, licensed goods is absolutely normal and If you are a license user it is recom-mended to hire a licensing consultant. PRIVATE LABELSThis is a specific and different type of Tools and levers for creating added valueadvisor from the usual and not very pop-ular comprehension of this vocation inour country. His role is to create a strat- If we talk about the market in Croatia and the sur- and now it is developing their own. So, things are ing” is the current trend, especially in Europe.egy and together with you the best pos- rounding countries, the potential is huge but very slowly moving in this sector but it is still weak and Croatia has a huge cultural heritage, in thesible choice, to guide you through the scarcely used, says Goran Krnjak, the Director of not enough. I am not familiar with any case of li- holdings of museums, galleries, libraries lay worldwhole process and represent your inter- the company Creata and adds that the pioneer censing of domestic companies that are owners known and valuable goods. Why not get them outests. As far as the licensors are con- in issuing licenses in Croatia was Croatia Film, of strong brands. The key people in companies of the archives and turn them into a highly profit-cerned, they usually use agents who rep- which has developed a successful licensing pro- such as Podravka, Atlantic grupa, Agrokor, Kraš, able business from which their work and devel-resent their interests and whose job is gram from “Šegrt Hlapić”. Vindija, should seriously consider what they are opment could at least be partly financed?to find licensees. And in the end, a very “Magma has been in this story for a long missing out on by not using the power of their If we look at sport, explains Krnjak, our foot-important role is held by lawyers, who time as a license user. Here we have “Professor own brands, which already have the conditions ball and handball representations, our water poloregulate relations from a legal point of Baltazar”, who has made a comeback after 25 to become an excellent marketing tool and lever players, Blanka Vlašić, individual clubs, all haveview. years of “resting”, thanks to the company Ultral- for creating added value by using licensing as a great potential. “janica Kostelić and ink. one2Play has quickly risen by using licenses business model. one of the listed companies had Goran Ivanišević unfortunately did not go in thatFrom soap to ice cream started moving in that direction. direction, while their colleagues in the west madeIt is common knowledge that the film outside of great systems Kravata, Penkala, a lot more money and are still making it todayand TV industry are much more than just Tesla, Marco Polo, Maraschino, Dubrovnik… on licensing rather than on their sporting suc-production. But a less known fact is that are just some of the highly potent individual ex- cesses. This is a shame, but it is the way it is”,film, production and TV companies head- amples of brands more than ready for licensing. says Krnjak.ed by Disney, Warner Bros, Nickelodeon We have brilliant designers, illustrators, artists”, South Korea has put the development of li-and Viacom, the BBC and others, often Krnjak points out. According to him, there are censing and usage of intellectual property asearn much more on licensed products many medium sized companies, food, textile a priority of strategic economic developmentthan on their individual basic products – companies, wood industries, that have excellent and it constantly invests money in this direction,feature films, documentaries, animated products but not brands. For them, licensing is encouraging the development of this industry.movies and TV series. There are tens of the right way to go. Croatia could do a lot in bringing to life its econ-thousands licensed products, from soap Production for owners of private labels, su- omy and development by using resources forto ice cream, from toys to Cartier dia- permarket chains, to many is currently of great licensing that it already has. This industry is amond bracelets. importance for survival, but what will happen chain in which many subjects participate in. It is The world economic crisis that is still when there will be no more of these orders, ex- like building a ship, but not as complicated. Andgoing on, judging by all, has not acted plains Krnjak an adds that “private label licens- it brings profit. 8
  10. 10. jednostavan način da među prvima pogubno djelovala na tu industriju doka- ra od prodaje licenciranih proizvoda iz Rekordna godinauđete u taj posao i brzo zaradite novac, zujući ponovo da je izuzetno otporna na linije “Transformers: Revenge of the Bliska povezanost filmova i licenciranepa iz toga izađete. U ranoj fazi razvoja te ekonomske turbulencije. Fallen”, što je gotovo jednako priho- robe danas je posve normalna i neza-industrije u svijetu “strategija” je jedno- Konzumenti štede na luksuznim pro- du koji je taj Paramountov film ostva- mislivo je da igrani i animirani filmovi istavno bila da zalijepite brend ili poznati izvodima i ulaznicama za skupe doga- rio na kino blagajnama”, ističe Krnjak. najpopularnije TV serije nemaju i pove-lik iz crtića na svoj proizvod i nadate se đaje, ali i dalje rado i redovito odlaze u Interesantno je da počeci onog što zane licencirane proizvode. Zato goto-da će ga netko kupiti. Takvih loših pri- kino dvorane i pozorno prate TV pro- danas zovemo industrijom licenciranja vo bez iznimke sve filmske i TV kom-mjera ima i danas kod nas. Mnogi su grame. sežu u daleke tridesete godine prošlog panije imaju posebne odjele ili zasebnetako i uspijevali, ali licenciranje je do “Službeni podaci pokazuju da su na stoljeća, kada je upravo Walt Disney u tvrtke koje se bave isključivo razvojemdanas evoluiralo u pravi biznis koji treba valu podulje liste blockbustera u 2008. jeku Velike depresije u SAD-u za tadaš- i marketiranjem licencnih proizvoda.ozbiljno uzeti u obzir. Kao i svakom godini filmske i TV kompanije i produk- njih 300 dolara prodao prava korište- jedan od najsvježijih primjera pove-poslovnom projektu, i tome treba pri- cijske kuće od prodaje licenciranih pro- nja lika Mickeyja Mousea na pločama zivanja super uspješnog filma i licen-stupiti ozbiljno, odabrati pravu licenciju izvoda prihodovale nevjerojatnih 66,3 za pisanje, što mu je pomoglo da održi cnih proizvoda je “Avatar” u produkcijikoja će se dobro složiti s vašim proizvo- milijarde dolara. skupu produkciju crtanih filmova. Ali Twentieth Century Foxa koji nakon štodom, pripremiti poslovni plan iz kojega Prva na listi prihoda ostvarenih pro- Disney je dugo bio iznimka, a ne pravilo. je poharao kino dvorane diljem svijetaće se vidjeti hoće li vam se i u kojem dajom licenciranih proizvoda je kom- ono što je poznato pod današnjim i ostvario golemu zaradu jednak uspjehroku to ulaganje isplatiti. Treba imati na panija Disney Consumer Products, pojmom licenciranja temeljenog na bilježi i u prodaji licenciranih proizvoda.umu da bez obzira na to koji ste brend koja je ostvarila prihod od 27,2 mili- filmu svoj pravi početak bilježi uspje- Najava filmova za 2010. godinu kojaili lik izabrali za licenciranje na vašem jarde dolara, a slijede je Warner Bros hom licencnih programa “Ratova zvijez- uključuje naslove poput “Kronikeproizvodu, morate ga tretirati kao dio Consumer Products sa 6 milijardi dola- da” (1977.) i “E.T.-a” (1982.) i nastav- iz Narnije”, “Alisa u zemlji čudesa”,marketinškog plana. Uspjeh licenciranja ra i Nickelodeon & Viacom Consumer ljeno je filmskim uspjesima akcijskih “Iron Man 2”, “Toy Story 3”, “Princproporcionalan je količini rada i kvaliteti Products sa 5,5 milijardi dolara. junaka Batmana (1989.) i SpiderMana od Perzije”, “Shrek 4”, “Štrumfovi”,priprema koje ste unijeli u projekt. Prije Dodajmo da u Disneyjeve prihode od (2002.) te “Gospodarom prstenova” “Spider Man 4” i novi nastavakodluke o licenciranju, bez obzira na to licencnih proizvoda još nisu uključeni (2001.i 2003.) i serijalom o “Harryju “Harryja Pottera” sugerira da bi i ovajeste li vlasnik ili korisnik licencije, vrlo prihodi Marvela, kojega je Disney kupio Potteru” (2001.-). LucasFilm je sa svo- godina mogla biti rekordna po priho-je važno i poželjno da se konzultirate prošle godine, a Marvel je sam prihodo- jim “Ratovima zvijezda” (s ostvarenim dima na kino blagajnama i isto takosa stručnjacima koji će vam dati prave vao 4,9 milijarde dolara. Hasbro, jedan prihodom od 2 milijarde dolara samo u dobro okruženje za prodaju s njimasavjete i izvesti vas na pravi put. od najvećih svjetskih proizvođača igra- prošloj godini) konstantno u vrhu liste povezanih licencnih proizvoda. Ako ste korisnik licencije, preporuč- čaka, objavio je u prosincu 2009. da je kompanija kojima se licencni biznis ite- Marko Perićljivo je angažirati konzultanta za licen- ostvario prihod od 830 milijuna dola- kako isplati.ciranje. To je specifična i drugačija vrstasavjetnika od uobičajenog i ne baš omi- PRIVATNE ROBNE MARKEljenog poimanja tog zanimanja kod nas.Njegova je uloga napraviti strategiju izajedno s vama najbolji mogući izbor, Alat i poluga za stvaranje dodatne vrijednostivoditi vas cijelim procesom i zastupa- Ako govorimo o tržištu Hrvatske i zemljama i svoje. Dakle nešto se kreće u tom dijelu, ali dodaje kako je “private label licensing” trenu-ti vaše interese. Kad je o davateljima u okruženju, potencijal je golem i vrlo slabo to je još slabo i nedovoljno. Nije mi poznat ni tačno trend, osobito u Europi.licencija riječ, oni često koriste agen- iskorišten, ističe Goran Krnjak, direktor tvrtke jedan slučaj licenciranja domaćih kompani- Hrvatska ima golemo kulturno bogatstvo,te za licenciranje koji zastupaju njihove Create, te dodaje da je na strani davatelja li- ja koje su vlasnici jakih brendova. Vodeći ljudi u fundusima muzeja, galerija i knjižnica ležeinterese i kojima je posao da nađu kori- cencija pionir licensinga u Hrvatskoj Croatia kompanija poput Podravke, Atlantic grupe, svjetski poznata i vrijedna dobra. Zašto ih nesnike licencija. I na kraju, jako važnu Film, koji je od Šegrta Hlapića razvio uspješan Agrokora, Kraša, Vindije, trebali bi ozbiljno izvući iz arhiva i učiniti od njih visokoprofita-ulogu imaju pravnici, odvjetnici koji će licencni program. razmisliti o tome što propuštaju ne koristeći bilan biznis od kojega se barem djelomičnos pravne strane regulirati međusobne “Magma je već dugo u toj priči kao kori- snagu vlastitih brendova koji već imaju pre- može financirati njihov rad i razvoj?odnose. snik licencija. Tu je i profesor Baltazar koji se duvjete da postanu odličan marketinški alat Ako dotaknemo sport, objašnjava Krnjak, vratio nakon 25 godina ‘mirovanja’ zahvalju- i poluga stvaranja dodane vrijednosti kori- naša nogometna i rukometna reprezentaci-Od sapuna do sladoleda jući tvrtki Ultralink. one2play je doživio stre- štenjem licensinga kao poslovnog modela. ja, vaterpolisti, Blanka Vlašić, pojedini klubovi,Da je filmska i TV industrija puno više loviti uspon koristeći licencije, a sada razvija jedna od navedenih kompanija krenula je u odličan su potencijal. “janica Kostelić i Goranod same produkcije sadržaja, pozna- tom smjeru. Ivanišević nažalost nisu išli u tom smjeru, dokto je mnogima. No manje je pozna- Izvan velikih sustava Kravata, Penkala, su njihovi kolege na zapadu daleko više za-ta činjenica da nerijetko filmske, pro- Tesla, Marco Polo, Maraschino, Dubrovnik… rađivali i danas zarađuju više na licenciranjudukcijske i TV kompanije predvo- samo su neki od visokopotentnih pojedinač- negoli na svojim sportskim uspjesima. Moždađene Disneyjem, Warner Brosom, nih primjera brendova zrelih za licenciranje. nažalost, ali je tako”, ističe Krnjak.Nickelodeon &Viacomom, BBC-jem i Imamo sjajnih dizajnera, ilustratora, likovnih južna Koreja je postavila razvoj licencira-drugima često zarađuju daleko više na umjetnika”, ističe Krnjak. nja i korištenja intelektualnog vlasništva kaolicenciranim proizvodima negoli na svo- Prema njegovim riječima, postoje brojne prioritet strateškog razvoja gospodarstva,jim pojedinim osnovnim proizvodima - srednje velike kompanije - prehrambene, konstantno ulaže novac u tom smjeru i potičeigranim, dokumentarnim i animiranim tekstilne tvrtke, drvne industrije, koje imaju razvoj te industrije.filmovima i serijama. Licencnih je proi- izvrsne proizvode, ali ne i brendove. Za njih je Hrvatska bi mogla puno učiniti u oživljava-zvoda na desetke tisuća, od sapuna do korištenje licencija pravi put. nju gospodarstva i razvoju korištenjem resur-sladoleda, od igračaka do Cartierovih Proizvodnja za vlasnike privatnih robnih sa za licenciranje koje ionako već ima. Ta jedijamantnih narukvica. marki, trgovačke lance, mnogima je trenu- industrija lanac u kojem sudjeluju brojni su- još uvijek aktualna svjetska eko- tačno životno važna za opstanak, ali što kada bjekti. To je kao da gradite brod, ali nije tolikonomska kriza po svemu sudeći nije tih narudžbi više ne bude, objašnjava Krnjak i složeno. I donosi profit. 9
  11. 11. CONFERENCEPROGRAM PROGRAM kONFERENCijECONFERENCE PROGRAM PROGRAM kONFERENCijE program konferencijeCONFERENCEpROgRam10
  12. 12. DAY oNE - 11th. NoVEMBER - DAY ONE CONFeReNCe PROGRAMYou need to be registered to attend conference sessions. Keynote session is FREE to attend. For all other sessions an flat fee need to bepaid in order to receive pass for conference. This agenda is subject to change.For the latest information please visit www.licensingneweurope.com10:00 – 10:30 in HALL „RAB“ KEYNoTE ADDRESS: The Future of Licensing: Creating New opportunities in a Global Business Charles M.Riotto, President LIMA - International Licensing Industry Merchandisers’ Association10:30 – 11:30 in HALL „RAB“ THE BASICS oF LICENSING: THE RIGHT PRoPERTY, THE RIGHT PRoDUCT, THE RIGHT LICENSEE Martin Brochstein, Senior Vice President LIMA, Industry Relations and Information This presentation will examine the fundamentals of licensing, giving a look at the basics of deal structure, the relationship between licensees and licensors, and the questions that companies entering into a licensing relationship need to be asking themselves and each other.11:30 – 12:30 in HALL „RAB“ INTRoDUCTIoN To BRAND LICENSING Pete Canalichio, Vice president, business development - Licensing Brands, Inc. The session covers the basics of BRAND licensing. It includes topic such as what is brand licensing, why companies license, what are benefits to manufacturers and brand owners. The session provides an overview of Licensing Brands’ proprietary 8-step process that companies should follow.12:30 -13:30 in HALL „RAB“ THE VALUE oF LICENSING Richard Gottlieb, President, Richard Gottlieb’s USA Toy Experts Lecture will focus on the value of licensing in terms of increased demand, perceived value, gross revenue and most important of all gross profit.13:30 – 14:30 LUNCH BREAK & NETWORKING in “SPOON” RESTAURANT14:30 – 15:30 in HALL „RAB“ ANAToMY oF LICENSE AGREEMENT / HoW To NEGoTIATE LICENSING CoNTRACT Christian Fortmann, European Trademark Attorney – 24ip Law Group A clause by clause discussion of a typical license agreement with negotiation points for both licensors and licensees. Eminent international lawyer Christian Fortmann will discuss how to resolve conflict as well as examining the legal and technical considerations that are vital to successful contract negotiation.15:30 – 16:30 in HALL „RAB“ PANEL DISCUSSIoN: THE RoLE oF THE LICENSING AGENTS AND CoNSULTANTS Martin Brochstein, Senior Vice President LIMA, Industry Relations and Information Licensing agents and consultants can play a central role in the development of an effective licensing program. This seminar will aid participants in defining respective roles; key into the pertinent questions they should be asking if considering an agent or consultant and learn how the best relationships work. Panelists will include licensing agents & consultants.16:30 – 17:00 in HALL „RAB“ LICENSING IN NEW EURoPE FRoM AN AGENTS PoINTS oF VIEW Eva Karlsson, Director of Sales CEE & Nordic, Plus Licens Conference Program Eva will share an insight in the role as a licensing agent in New Europe including topics such as: The entering new markets experience; The local market needs; Why working through an agent? The agents offer to Licensors, Licensee’s and Retailers 11
  13. 13. 12th. NoVEMBER - DAY TWO CONFeReNCe PROGRAM FRIDAY, NOVEMBER 12th – DAY TWO 10:00 – 10:45 in HALL „RAB“ INTERNATIoNAL LICENSING: A STATUS REPoRT Ira Mayer, Publisher -The licensing Letter, President - EPM Communications, Inc. Learn where New Europe fits in the context of the overall market for licensed merchandise. This session examines the size of the global licensing business, and then looks at the chalanges and growth opportunities in key Western, Central and Eastern European markets. 11:00 – 13:30 in HALL „RAB“ PANEL: GLoBAL AND (INTER)NATIoNAL VIEW oN BRAND & CHARACTER/ENTERTAINMENT LICENSING TRADITIoNAL & HoT PRoPERTIES, MARKETS AND TRENDS Moderator: Francesca Ash, Total Licensing USA & CANADA - Ira Mayer, The Licensing Letter/EPM Communications UK - Francesca Ash, Total Licensing GERMANY - Christophe Macht, Brandora FRANCE - Olivier Chouraqui, Kazachok GREECE - Paul Berrington, Black&White Licensing 13:30 – 14:30 LUNCH BREAK & NETWORKING at “SPOON” RESTAURANT 14.30 – 17:00 in HALL „RAB“ IN FoCUS: NEW EURoPE / EMERGING MARKETS PANEL: BUSINESS STRATEGIES AND ECoNoMIC oUTLooKS Speaker & moderator: Linas Liubinskas, Consult Consortium, Managing Director Which countries and regions offers the best sales and profit opportunities in the short, medium and long term period ? How should companies approach and structure their business in New Europe? What is best practice for companies that want to step up the effort and do more in New Europe? Retail and consumers in New Europe – insight and trends. Market overviews, strategies and plans. Panelists are: Linas Liubinskas, Consult Consortium, Managing Director Dr.sc. Igor Matutinovic, GfK Research Institute, Managing Director prof. Dr.sc. Velimir Srica Representatives of Chambers of Commerce & Economy representatives from Russia, Serbia, Poland, Croatia, Macedonia, Ukraine, Romania, Austria,... - market overviews, strategies and plans WHAT RETAILERS WANT? Brand Licensed goods vs. Private labels ?! Representatives of leading regional retail chains will give their view about licensed & private label merhandise, sales results, perspectives, wishes and needs WHAT MANUFACTURERS / LICENSEES ARE LooKING FoR? Manufacturers/licensees will give their look and discuss about experience in use of license CRoSS BoRDER LICENSING IN (NEW) EURoPE Christian Fortmann, European Trademark Attorney – 24ip Law GroupConference Program Christian Fortmann, will lead this advanced seminar for those embarking on licensing deals with partners across (New)Europe. He will examine legal and other technical considerations that are vital to achieving successful cross-border licensing in (New)Europe, as well as offer thoughts on conflict resolution, brand protection and best business practice. Panelists will include representatives of national IP Institutions, IP experts (several from New Europe) Presentations of licensing properties from New Europe region: Prof. Balthazar; Hlapich; Tibor 12
  14. 14. 11th & 12th NoVEMBER - SPECIAL FEATURES CONFeReNCe PROGRAMSPECIAL FEATURES - NOVEMBER 11th & 12th 201014:30 – 16:00 SHOW FLOOR LICENSING CLINIC - one-on-one Meet & Greet with licensing experts 15 min meetings one on one, previous appointment required Ira Mayer, Publisher -The licensing Letter, President - EPM Communications, Inc Pete Canalichio, Vice president, business development - Licensing Brands, Inc. Richard Gottlieb, President, Richard Gottlieb’s USA Toy ExpertsNOVEMBER 11th , 15:30 – 16:30 in HALL „BRAC“ PANEL for publishers - LICENSING CLASSIC PUBLISHING BRANDS Moderator: Francesca Ash, Total Licensing Panelists: Mr.Jovan Milenković, Prava i prevodi; Egmont; Croatia Film & others TBA Classic brands, from a publishing base, have formed the basis of many successful licensing and entertainment programmes with properties as diverse as Winnie the Pooh, SpiderMan and Beatrix Potter. This seminar will take an in-deph look the licensing of classic publishing brands and how different companies have approached developing and creating licensing programmes in different parts of Europe.NOVEMBER 12th, 11:00 – 12:30 in HALL „BRAC“ WHAT MAKES A BRAND LICENSABLE AND WHAT Do YoU NEED To Do MAKE IT HAPPEN ? SEMINAR / WoRKSHoP 90 minute session, MAX 25-30 participants Ciaran Coyle, Managing Director, International – The Beanstalk Group This session will comprise both a seminar and a workshop covering both the theory and practice of taking a brand to market under a licensing business model, and will include some famous case studies.The seminar will outline the stages necessary to identify the equity and attributes necessary for a brand or celebrity to extend into new product and/ or service areas. Mr. Coyle will draw on examples from Beanstalk’s large portfolio of international clients, corporate and celebrity, including Ford, jack Daniel’s, Paris Hilton, Harley-Davidson, Land Rover and jaguar. The following workshop will allow participants to have hands-on experience of considering a potential brand for licensing and work through the step-by-step process from brand analysis to brand strategy to programme execution.NOVEMBER 12th, 12:30 – 13:30 in HALL „BRAC““ TYING LICENSING INTo EVENT MARKETING Pete Canalichio, Vice president, business development - Licensing Brands, Inc. This session is perfect for individuals, companies and other event stakeholders. The session includes the event licensing process, the timeline and pitfalls. Using a case to study to demonstrate the process, this session will assist attendees in understanding the dynamics of an event licensing programHOT PROPERTIES PRESENTATIONS in HALL „BRAC“NOVEMBER 11th , TIME TBA 20th CENTURY FOX by Carl Lumbard, Vice President & Managing Director Consumer ProductsNOVEMBER 11th , TIME TBA KIDZ EEMCNOVEMBER 11th , TIME TBA Conference Program VIPO by Oliver AlexanderNOVEMBER 12th , TIME TBA PLUS LICENS by Eva Karlsson, Director of Sales CEE & Nordic, Plus LicensNOVEMBER 12th , TIME TBA CARTOON NETWORK by ELC 13
  15. 15. The Weekly Partner To The Croatian Economy. privredni vjesnik www.privredni.hr14
  16. 16. CONFERENCESPEAkERS GOVORNiCi NA kONFERENCijiCONFERENCE SPEAkERS GOVORNiCi NA kONFERENCiji GOVORNICI NA KONFERENCIJICONFERENCESPEAKERS 15
  17. 17. CoNFERENCE SPeAKeRS Charles Riotto President International Licensing Industry Merchandisers’ Association (LIMA) Charles Riotto is President of the International Licensing Industry Merchandisers’ Associa- tion (LIMA), the leading trade organization for the worldwide licensing industry. Since joining LIMA in 1997, the organization’s membership has grown by 38% to more than 1,100 member companies in 30 countries around the world. LIMA is recognized globally as the authoritative voice of the worldwide licensing industry. The organization is based in New York, with offices in London, Munich, Tokyo and Shanghai. Mr. Riotto is responsible for the day-to-day operations of LIMA and has guided the associa- tion through a period of unprecedented growth in the licensing industry. In 2006, retail licensing revenues reached $108.1 billion in the United States, and an estimated $180 billion worldwide. Mr. Riotto is widely regarded as a leading spokesman for the industry and has been quoted by such prominent news organizations as the New York Times, Wall Street journal, CNN, Variety, The Washington Post, the Associated Press and USA Today. He has been interviewed by numerous major media outlets for his views on licensing and is recognized in the global licensing community for his commitment to expanding the success and scope of the industry, and to the increasing recognition of licensing as an effective and vital component of successful marketing programs. Mr. Riotto has spent over 30 years in association management. Prior to joining LIMA, he served as Executive Director of the International Recording Media Association, a global trade group based in Princeton, New jersey. Previously, he was Executive Director of the Toy Manufacturers of America, Inc., the leading trade association for the United States toy industry. Ciarán Coyle Managing Director, International Beanstalk Ciarán oversees Beanstalk’s international licensing business across Europe, Africa and Asia. Ciarán nadzire međunarodno licenciranje grupe Beanstalk širom Europe, Azije i Afrike. Ciaran is based in Beanstalk’s London office and has driven significant international growth Njegovo je sjedište u londonskom uredu Beanstalka, a otkada se, 2002. godine pridružio in Beanstalk’s presence and client base since he joined the company in 2002. kompaniji, potaknuo je veliki rast u pogledu njene međunarodne zastupljenosti i baze During this period, Ciarán has seen the company expand internationally through offices and klijenata. collaborations in Asia, India and South America. U tom je periodu Ciarán gledao međunarodno širenje kompanije kroz urede i kolaboracije He has also been instrumental in developing the company’s prestigious client portfolio u Aziji, Indiji i južnoj Americi. Posredovao je i u stvaranju portfelja prestižnih klijenata which now includes some of the world’s leading corporate, lifestyle and celebrity brands. kompanije koji danas uključuju neke od vodećih svjetskih korporativnih, lifestyle i celebrity brendova. Prior to joining The Beanstalk Group in 2002, Ciarán was chief operating officer of aConference Speakers successful Cambridge, U.K. technology start-up, and has held senior posts in consulting, Prije nego što se pridružio Beanstalk grupi 2002. godine, Ciarán je bio uspješan kao sales and marketing and general management. glavni operativni direktor tehnološkog startupa u Cambridgeu gdje je držao i predavanja o From 2001 until 2004, Ciarán served as a member of the Advisory Board of judge Business savjetovanju, prodaji i marketinškom i generalnom menadžmentu. School (Cambridge University) and was chairman of Cambridge Alumni in Management, a od 2001. do 2004., Ciarán je bio član Savjetodavnog odbora u judge Business School global network with members in over 65 countries. (Sveučilište Cambridge) i predsjednik bivših diplomaca menadžmenta s Cambridgea, svjetske mreže s članovima u više od 65 zemalja. Ciarán is a qualified teacher and earned a BA honours degree in Linguistic Science, an MA in Applied Linguistics, and an MBA from Cambridge University. Ciarán je kvalificirani nastavnik i ima BA (hons) diplomu iz lingvističke znanosti, MA u primijenjenoj lingvistici i MBA od Sveučilišta Cambridge. 16
  18. 18. CoNFERENCE SPeAKeRS Christophe Macht CEO BRANDORA GmbHChristophe Macht was born in 1959 in France and lived in Germany since his youth. Christophe Macht je rođen 1959. u Francuskoj, a u Njemačkoj živi od mladosti. NakonFollowing his bank apprenticeship, he studied business economics in Cologne. učenja bankarstva, studirao je poslovnu ekonomiju u Cologni.At the age of 30 he established his first toy shop in Cologne, a second shop followed shortly. U tridesetoj je godini otvorio svoj prvi dućan igračaka u Cologni, a drugi je slijedio veomaToday he is Managing Director of BRANDoRA, an information and service company for the brzo. Danas je Managing Director u BRANDoRA kompaniji, kompaniji za informacije i uslugeGerman toy industry founded in 2000 by Mr. Macht and his two business partners. za njemačku industriju igračaka. Kompaniju je 2000. godine osnovao g. Macht sa svoja dvaKey element of BRANDoRA’s well-established web portal is their comprehensive index of poslovna partnera. Ključni element dobro razrađenog BRANDoRINoG web portala njihov jeabout 200,000 toy products. opsežni indeks od oko 200 000 proizvoda igračaka.Major market players and retail partners like amazon.de, Karstadt, Metro Group, CIAo Veliki marketinški igrači i maloprodajni partneri kao što su Amazon.de, Karstadt, Metroand many more now rely on BRANDoRA content. In 2005, the company launched a new Group, CIAo i mnogi drugi oslanjaju se sada na BRANDoRIN sadržaj. Kompanija 2005.platform tailored for the demands of the licensing industry, followed by the international godine lansira novu platformu prilagođenu zahtjevima industrije licenciranja, a 2007. godinelicensing platform brand-licensing.com in 2007. Almost all national licensing agencies and slijedi međunarodna platforma za licenciranje: brand-licensing.com. Gotovo su sve nacion-right owners and an increasing number of international licensors and brand management alne agencije za licenciranje, vlasnici prava, sve veći broj međunarodnih davatelja licenci icompanies present their licensed properties in the comprehensive online database that kompanija za upravljanje markama predstavile svoje licencne karakteristike u toj opsežnojcontains detailed information on licensees, categories and respective products. online bazi podataka koja sadrži detaljne informacije o kupcima licenci, kategorijama iWhat is more, the well-established national and international newsletters have long become respektivnim proizvodima.an absolute “must read” for industry professionals Uz to su dobro organizirane nacionalne i međunarodne publikacije odavno postale „must read“ za industrijske stručnjake Katja Lux Project Manager Licensing BRANDORA GmbHKatja Lux was born in 1971 in Germany. After her training in export trades she worked for Katja Lux rođena je 1971. u Njemačkoj. Nakon obuke u izvoznoj trgovini, radila je u nekolikoseveral export firms. In january 1999 her first daughter was born. 2000 and 2002 two other izvoznih firmi. U siječnju 1999. Katja je rodila prvu, a 2000. i 2002. i druge dvije kćeri pa jedaughters followed, so Katja Lux was on parental leave until the end of 2005. bila na porodiljnom dopustu do prosinca 2005. godine od kada radi u BRANDoRA kompaniji.Since December 2005 she has been working for BRANDoRA Company. Katja Lux je odgovorna za lansiranje, operativnost i širenje platforme za licenciranje: www.Katja Lux is responsible for the launch, the operation and expansion of the licensing lizenzbranche.de. U 2007. godini je razvila online koncept prilagođen međunarodnom tržištuplatform www.lizenzbranche.de. In 2007 she developed the online concept tailor-made for licenci.the international licensing market. Danas sve ciljne grupe vlasnika relevantnih prava predstavljaju svoja licencirana vlasništvaToday, all target-group relevant rights owners present their licensed properties on these na tim stranicama vezano uz detalje o kupcima licenci, kategorijama i informacijama opages, linked to details on licensees, categories and product information. proizvodu. BRANDoRINE nacionalne i međunarodne publikacije odavno su nužno štivo za Conference SpeakersBRANDoRA’s national and international newsletters have long become an absolute “must industrijske stručnjake. Radi najboljih i pouzdanih informacija, BRANDoRA blisko surađujeread” for industry professionals. For best and reliable information, BRANDoRA works in s međunarodnim poslovnim sajmovima uključujući Kazachok Forum u Francuskoj, Brandclose cooperation with international business fairs, including the Kazachok Forum in France, Licensing Europe u UK i Licensing International Expo u Sjedinjenim Državama što je samoBrand Licensing Europe in the UK, and the Licensing International Expo in the United States, par primjera takve suradnje.to name but a few. 17

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