Total Licensing New Europe - Autumn 2014 issue

Autumn 2014
Central & Eastern Europe, Russia & CIS

4
TOTAL LICENSING NEW EUROPE
FEATURES
Info / News......................................................6
[Licensing] Info & Deals around the globe
Chupa Chups ...............................................16
Cover Story: Masha andThe Bear ............18
Success story continues in Europe and Latin America
Inspired by success.......................................24
What new properties to be expected from Russia?
Case Studies:TMNT in Russia.....................30
VIMN Russia promotions of TMNT
Brand Licensing Europe 2014 ....................32
Overview & Highlights
Are licensing agents doing their job?.........34
by Jeff Stoller
Polish brands.................................................36
Overview by JanuszTarasziuk
Getting closer to New Europe market......38
Cartamundi success story
Maya the Bee flies high inTurkey ...............39
TURKEY -Territory Spotlight................... 40.
Complete market overview
Interview: Izzet Pinto...................................46
Founder & CEO of Global Agency
Interview: Robert Fuhrer............................48
Founder of KenKen Puzzle talks about brain puzzle
What’s On.....................................................50
Welcome to the Autumn 2014 edition of Total Licens-
ing New Europe – the ONLY magazine that highlights
developments in licensing, content and merchandising
specifically within the huge ‘New Europe’ region – a
marketplace that includes Russia, the CIS,Turkey, Central
and Eastern Europe countries. It is a region that has 500
million people with a growing interest in brands and li-
censed products.
This issue also has in-depth feature onTurkey, Russia and
Poland – parts of New Europe but very different in char-
acter, although both are growing in terms of consumer
sophistication.
Our next issue, to be published in January, will take an
indepth look at the territories of Central
Europe including GAS territories. We will
also focus on companies based in New Eu-
rope that will be at the Nuremberg Toy Fair
– traditionally a key market for the region.
One thing that we believe comes across
strong in this edition is the development
of properties that have bee created in the
Francesca Ash Goran Kernyak Jerry Wooldridge
Publisher Editor Director
francesca@totallicensing.com goran@totallicensing.com jerry@totallicensing.com
Publisher
Francesca Ash
francesca@totallicensing.com
Editor
Goran Kernyak
goran@totallicensing.com
Director
Jerry Wooldridge
jerry@totallicensing
Editorial
Becky Ash
becky@totallicensing.com
Advertising Sales
James Ash
james@totallicensing.com
Subscriptions
subscriptions@totallicensing.com
Contributing Writers
Jeff Stoller
Janusz Tarasziuk
New Europe Market Team
Total Licensing
New Europe Office
Goran Kernyak
Marijane Radev 4
HR-10000 Zagreb
Croatia
Mobile +385 99 202 33 93
US Cell: +1 917 214 6101
Skype: gorankrnjak
goran@totallicensing.com
Head Office
Total Licensing Ltd
4 Wadhurst Business Park
Faircrouch Lane
Wadhurst, East Sussex
TN5 6PT, UK
Tel: +44 1892 782220
Fax: +44 1892 782226
www.totallicensing.com
© 2014Total Licensing Ltd
All illlustrations are reproduced by
permission of their owners.
Autumn 2014
Welcome • Willkommen • Benvenuti • Bienvenidos • Mirë se vini • Pari yegak •
Shchyra • zaprashájem • Dobro došli • добре дошъл • Vitame vás • Tere tulemast
• Καλώς ήλθατε • Kalos orisate • Isten hozta • Khosh keldiniz • Aalzhy polyngar •
Esiet sveicinati • Sveiki • Dobre dojdovte • Witajcie • Bun venit • Vitajte • Dobrodošli
• Hoş • Geldiniz • Laskavo prosimo • добро • пожаловать • Vítáme tĕ • Шчыра
запрашаем • mobrdzandit • üdvözlet • dobredojde • bine aţi • venit
New Europe region and how many are now poised to ex-
pand their reach into the rest of the world.
Masha and the Bear, featured within these pages, is a great
example of a property that has taken Russian and CIS mar-
kets by storm and is now expanding into Europe, Latin
America and beyond.
Throughout 2015,Total Licensing New Europe will contin-
ue to bring readers information, insights and research into
the vast New Europe market.The magazine reaches signifi-
cant numbers in New Europe and beyond and, in addition,
is also distributed toTotal Licensing’s 86,000 readers in 105
countries.You will also find Total Licensing New Europe at
a number of key trade fairs, including the upcoming Brand
Licensing Europe in London and Toy fair in Nu-
ermberg.We hope you enjoy this issue and look
forward to talking with you about future plans
for the magazine. The magazine is designed for
the industry both within and outside the New
Europe region and we would love to hear your
thoughts, plans or experiences in working within
this rapidly expanding area.

6
INFO
Turkish licensing agency
Sinerji is reporting strong
interest in Lumberjack, the
Italian lifestyle brand, as the
property enters new mar-
kets across the globe.
Lumberjack’s global pres-
ence is now growing be-
yond Italy and high interna-
tional awareness make it a
fantastic licensing opportu-
nity.This is bolstered by the
brand’s new UrbanNature
concept, which focuses on
how Lumberjack brings the
simplicity of nature into
the city through footwear
designed for outdoor use
that is both stylish and so-
phisticated. Lumberjack has recently been bought by Turkish company Ziylan Group, which is set to use its considerable
resources and global reach to popularise the brand through new distribution deals, with expansion targeted on the firstly
Europe and then Eastern Europe, Russia and China respectively.
Sinerji will be working closely with Ziylan Group to capitalise on the growing presence of the Lumberjack brand and move
the property into a wide range of consumer product categories. Apparel and accessories are initial targets before the
brand moves into sectors such as textiles, bags, accessories and perfume.
“Lumberjack is a lifestyle brand that’s creating a lot of excitement as it has a global profile and is set to expand rapidly over
the next few years as it reaches new markets in Europe and across the world,” says Hakan Durdağ of Sinerji.“We want to
meet with potential partners who are enthused by this and want to tap into Lumberjack’s vast potential – the sky is the
limit with this property!”
ITALIAN BRAND LUMBERJACK GOING GLOBAL
Ink Global has announced that Zafari – a new animation– will be
presented to visitors at MIPCOM Junior in October.
ZAFARI is the brainchild of David Dozoretz, who worked alongside
George Lucas on the Star Wars prequels and also contributed to
movies such as Jurassic Park, Forrest Gump, Moulin Rouge, X-Men 3,
J.J.Abrams’ Star Trek and Mission Impossible: Ghost Protocol.
With a multi-million euro budget in place, this animation tells the
story of a group of animal friends who live together in Zafari.
“There is a big buzz growing around this property – it has such an
incredible pedigree through David Dozoretz and no expense will be
spared during the production process,” says Director Claus Tøm-
ming.“Zafari,with its strong message of embracing our differences,is
a story that needs to be told to the world. We believe this enhances
the brand and makes it really stand out in a crowded market.The fact
that broadcasters are already signing up in the pre-production phase
shows its potential and MIPCOM Junior represents a huge opportu-
nity for both broadcasters and licensees to link up with what will be
a massive global property.”
ZAFARI TO MAKE MIPCOM JUNIOR DEBUT
VISIT THE TOTAL LICENSING AT BRAND LICENSING EUROPE
BOOTH H035
VISIT THE TOTAL LICENSING AT BRAND LICENSING EUROPE
BOOTH H035

Betty Boop, together with Animal Logic Entertainment and Simon Cowell’s Syco Entertainment have
announced their plan to develop and produce Betty Boop’s first feature-length film.
Partnering with Fleischer Studios,Animal Logic and Syco Entertainment will produce a music-driven
hybrid animated comedy featuring universally adored screen starlet Betty Boop.
Betty Boop had her first hit screens in 1930 with numerous appearances in Max Fleischer’s Talkar-
toons and her own “Betty Boop” cartoon series. More recently, she has taken her career to new
heights, starring in a Lancôme campaign and featuring in collaborations with Coca-Cola, NASCAR,
UNIQLO and Chupa Chups.Betty also has countless other global commercial and mass merchandis-
ing deals through her exclusive worldwide licensing agency, King Features. Betty’s last movie appear-
ance was a cameo in the movie “Who Framed Roger Rabbit” (1988).
The film, which will be produced by Zareh Nalbandian and Jason Lust from Animal Logic and Simon
Cowell and Adam Milano from Syco, promises to be a strong addition to the Animal Logic and Syco
Entertainment growing development slate with broad audience appeal.
Of the announcement,Betty Boop said:“I’m so excited to return to the big screen – and I only work
with the best! Let’s have some fun, Simon. Boop-Oop-a-Doop!”
Simon Cowell said,“Betty is an icon, and one of the biggest stars in the world – I’m thrilled to be
working with her. Betty, I’ve worked with some serious divas but I think you could be the biggest of
them all!”
SIMON COWELL AND ANIMAL LOGIC TO DEVELOP BETTY BOOP FILM
Indian IP development company,Aadarsh Pvt Ltd,has appoint-
ed one of Poland’s leading licensing agency Jantar Projekt to
represent its anchor property, Purple Turtle.
Commenting on the signing, N.K Krishanand, Head of Licens-
ing and Publishing for the Purple Turtle brand, said, “Purple
Turtle books feature stories that guide and stimulate a child’s
mind - creative stories that provide great learning while hav-
ing fun experiences.This deal enable us to expand the grow-
ing popularity even further. Young children in Poland will now
be able to enjoy many of PurpleTurtle’s adventures through a
variety of read and play opportunities.”
Janusz Tarasiuk, Head of Licensing agency Jantar Projekt,Poland agreed.“In recent years, licensed
products have been increasing in popularity and grounding in terms of shelf space.
PurpleTurtle in Poland will be an excellent option for kids who love adventure and friendship.The
book content may be a kind of inspiration for kids and their parents. It also teaches educational
and development skills that are so needed in our fast moving and sometimes even rude world and
we definitely need heroes who in a peaceful and friendly way can teach kids and show them a dif-
ferent way to create a better world.” Originally introduced in 2012, the Purple Turtle books have
been published in the USA, UK, Russia, Kazakhstan, Ukraine, Latvia, Estonia, Romania, Indonesia,
Sir Lanka, Malaysia, China and 6 regional languages in India with over 1 million copies published to
date. a 78 x 7 minute 3D HD animated series is also in development.
JANTAR PROJEKT TO REPRESENT PURPLE TURTLE IN POLAND

8
INFO
Entertainment One Licensing
(eOne) has revealed details of its
long term strategy for lifestyle
brand Skelanimals, which will
celebrate its 10th anniversary
in 2016. As part of an ongoing
media strategy, the company has
2-minute-long shorts in produc-
tion and due for delivery Spring
2015. Newly refreshed website
and social media platforms are
set to launch in the latter part
of 2014 with interactive features
that will act as a ‘hub’ for fans’
online experience. The brand is
also stepping up its fashion pro-
gram through new collabora-
tions with key pop-culture part-
ners including Iron Fist, Tripp NYC, Loungefly, and Goodie Two Sleeves
for a range of apparel and accessories targeted to the boutique and spe-
cialty markets which have been central to Skelanimals’ success.
ENTERTAINMENT ONE UNVEILS NEW
PARTNERS, MARKETING INITIATIVES
FOR SKELANIMALS
Cartoon Network has partnered with international fashion
retailer H&M to launch an exclusive t-shirt range inspired by
its animated comedy series Adventure Time.
The t-shirt collection features lead characters Finn and Jake
and unique slogans characteristic of the comedy series.
“Adventure Time has proven itself as a brand that resonates
with fans of all ages throughout the world,” says Johanne
Broadfield,Vice President of Cartoon Network Enterprises,
Turner Broadcasting System, EMEA. “Through creative col-
laborations with global retailers like H&M, our fans have the
opportunity to express their individual style through looks
inspired by their favourite Cartoon Network shows and
characters.”
Cartoon Network has also announced that Adventure Time
has been greenlit for seventh season.
CARTOON NETWORK COLLABORATESWITH H&M FOR ADVENTURE
TIMET-SHORT RANGE
A 17-strong team from leading licensing business Character World partook in When you Wish Upon a Star’s annual
‘Dragon Boat Race’ last weekend to raise £1415 for the children’s charity that grants once in a lifetime wishes to chil-
dren with life threatening illnesses.
The event welcomed 25 teams from across the North West of England, all competing to raise money for the charity.
The Cheadle-based business’ contribution takes it even closer to its £4,000 donation target for the year.
CharacterWorld is partaking in a number of events organised by different members of the team to raise money for the
charity this year including a Manchester to Chester bike ride, long distance walks and a ‘tough mudder’ event.
Character World is supporting a number of charities through its fundraising in 2014 including WhenYou Wish Upon a
Star,The Light Fund and Cancer Research UK.
For more information or to donate, please visit the business’ JustGiving page:
https://www.justgiving.com/Character-World-Character-World/
CHARACTER WORLD RAISES MONEY FOR CHILDREN’S CHARITY
Joyrich collaborated with Playboy for a
collection of streetwear.The collection
is set in black, white, and soft pink and
features the iconic Playboy rabbit head.
Items include shirts, scarves, and dress-
es, and are available online at joyrich.
com and in the U.S.and Japan at Joyrich
stores.
JOYRICH
COLLABORATEWITH
PLAYBOY

FremantleMedia North Amer-
ica (FMNA) has announced
it is expanding the Loteria
brand through two new part-
nerships with Mad Engine
and Chronicle Books. As the
licensing agent for Loteria,
FMNA has continued to seek
new opportunities to expand
the overall brand surrounding
the iconic Latin American tra-
ditional game enjoyed by play-
ers for more than 200 years.
Through the new relation-
ships with Mad Engine and Chronicle Books, classic images from the Don
Clemente version of the beloved game of chance will soon be gracing new
apparel and stationary items. Mad Engine will be combining Loteria with
fashion by introducing a full line of apparel including stylish tanks and tops,
hooded pullover and zip fleece, and even infant onesies. The new clothing
line will include items for men, women, juniors, girls and boys, making Lote-
ria wearable for fans of all ages. Chronicle Books will be bringing a host of
stationery products to market this fall across North America, United King-
dom andAustralia. Items will include journals,notebooks and notecards,all
featuring trademarked images from this cultural pastime.
FREMANTLE NORTH AMERICA EXPANDS
THE LOTERIA BRAND IN NEW DEALS
9
INFO
JELC has been appointed by the National Gallery Company
Ltd to develop a comprehensive, international licensing pro-
gramme featuring the National Gallery’s collection of some of
the best paintings in the world.
The licensing programme will develop a portfolio of licensed
products across a broad spectrum of categories ranging from
paper products and home décor to health and beauty,outdoor
living, homewares, gifts, accessories and much more.
As part of the programme JELC will also collaborate with the
National Gallery Company Ltd on expanding its popular food
and drink range, Delicious Art, a range that already includes
fine teas, biscuits, chocolate, wines, Champagne and liqueurs,
gift sets and a luxury hamper.
The licensing programme will generate additional income to
support the Gallery. With almost six million visitors a year
the National Gallery is the fourth most visited museum in the
world. The Gallery houses the national collection of paintings in the Western European tradition from the 13th to the
19th century. Judith Mather, Buying and Merchandise Director, the National Gallery Company says,“By appointing JELC
our aim is to develop a programme of licensed products which will be widely available in mid to high tier retailers across
a broad spectrum of product categories in as many territories as possible around the world. We also wish to expand our
highly popular food and drink range, Delicious Art. JELC is our agency of choice because of the expertise, passion and
enthusiasm the team brings to the project.”
JELCTO DEVELOP NATIONAL GALLERY LICENSING PROGRAMME
Penguin UK has acquired world repre-
sentation rights in a new Skylanders Uni-
verse magazine, based on the Skylanders
Spyro’s Adventures, Skylanders Giants
and Skylanders SWAP Force videogames.
In the first deal of its kind for the pub-
lisher, Penguin will work to secure and
manage licensees for the magazine as it
takes its first step into magazine publish-
ing. Penguin, who also has the rights to
the Skylanders Universe books, has se-
cured Immediate Media to produce the
global magazine content and distribute
the magazine in the UK. Initially, the new
magazine will only be sold in the UK, al-
though Penguin has already begun coor-
dinating with key partners to make the
magazine available worldwide. The first
issue will launch in October 2014 with
13 issues published yearly.
PENGUIN UK
ACQUIRESWORLD
PUBLISHING RIGHTS
IN NEW SKYLANDERS
UNIVERSE MAG

10
INFO
Weekly women’s magazine, The People’s Friend, is to
launch a partnership with charities that form the Age UK
network: Age Cymru, Age NI, Age Scotland and Age UK.
The joint venture will see a range of cross promotional
activity taking place which includes copies ofThe People’s
Friend magazine being stocked in the charities’ shops.
The People’s Friend will be available to purchase in the
charities’ shops when it begins to roll out from 17th Sep-
tember 2014. A portion of the cover price of each copy
will go direct to the charities. The partnership follows a
successful initial roll out period of six weeks in which Age
UK stocked the magazine in 30 of its shops in England.
On saleWednesday 27thAugust,the 30thAugust issue of
The People’s Friend will feature a range of in-title editorial
that draws on the Age UK network’s expertise in health
and finance. In addition to this The People’s Friend’s has
dedicated its annual Love Darg appeal to the charities,
with readers being invited to use their knitting and cro-
chet skills to make items to donate toAge Cymru,Age NI,
Age Scotland and Age UK.
DC Thomson Head of Advertising (Consumer Entertain-
ment) Andrew Williams commented: “This is a first for
The People’s Friend. To have our magazine stocked na-
tionwide in the charities’ stores is a great chance for us to
develop and grow the brand’s audience, as well as reach-
ing out in a different way to our existing readers. It offers
an exciting and unique opportunity for advertisers.”
THE PEOPLE’S FRIEND PARTNERS WITH AGE UK NETWORK
Apparel specialist Poeticgem is set to develop a range based
around two of world’s most well-known beverage brands – Pepsi
and 7UP.
Poeticgem will use classic imagery based on the brands to create
an adult nightwear range that will tap into the appeal of these
properties.
“We are very excited to be working with two of the most iconic
global beverage brands,” says Elliott Matthews of Poeticgem. “If
you are a Pepsi or 7UP fan, you will also love this new nightwear
range. We are confident of a very strong performance when
product hits the high street.”
POETICGEM SIGNS WITH PEPSI AND 7UP
Representatives from Exceed Entertainment and The Wild East Group announced this week that the two companies
will be merging, with immediate effect. TheWild East Group will continue to operate independently within the Exceed
Entertainment group of companies.
Afsar Zaidi, CEO of Exceed Entertainment, comments “We are excited to bring The Wild East Group into the Exceed
infrastructure. This is a powerful merger as the skillsets of the two companies are clearly very complimentary, and
will redefine the talent management and brand space to by offering new bundles of services with a variety of different
lenses.”
Sid Shah, Founder of The Wild East Group, says “India has irrevocably passed from the age of transactions and deals to
the age of value, and this merger was necessary to be able to offer the kind of value add services that brands require.
We have already been embedded culturally with Exceed for years, so there won’t be much of a transition, and our cli-
ents will get to share in the benefits of significant resources that Exceed brings to the table. I will step down, with the
team remaining in tact and Neha Kanoria will become President of this new entity, bringing a wealth of international
and domestic experience in the space”.
THEWILD EAST GROUP MERGESWITH EXCEED ENTERTAINMENT

New York • LoNdoN • MuNich • TokYo • hoNg koNg • MeLbourNe
www.licensing.org
The Global Trade Association for the Licensing Industry
Expand Your
LicEnsing
potEntiaL
FurthEr Your
industrY
Education
EnhancE
BusinEss
rELationships
incrEasE Your
gLoBaL
nEtwork

12
INFO
Harry Potter: The Creature Vault, the
first book devoted exclusively to the
process of bringing the creatures in
the Harry Potter films to life, will be
on sale from Harper Design on Octo-
ber 28. The book is a comprehensive
look at the creatures that populate the
magical world—from Dementors, gob-
lins,and Chinese Fireball dragons—and
peers into filmmaking archives to give
readers an inside look into the movies.
The book is bound in a purple leath-
erette case with de-bossed images of
the creatures, and the interior features
high-quality photographs including concept art, behind-the-scenes shots, and
film stills. It also comes with a removable poster that pictures each of the
creatures in full color and an eight-page Eeylops Owl Emporium catalog, pro-
filing the owls on offer at Diagon Alley.
HARRY POTTER: THE CREATURE VAULT
TO DEBUT IN OCTOBER
DHX Media has appointed Character Options as global
master toy partner for the new series of Teletubbies.
The deal was completed by DHX Brands, the company’s
dedicated brand and consumer products arm.
Character Options will launch product at retail in the
UK in 2016, with other territories to follow. Core cat-
egories will be plush, plastics and bath toys.
The new 60-episode series ofTeletubbies has been com-
missioned by the UK’s CBeebies and is being produced
by UK production company,Darrall Macqueen Ltd.It will
feature the same characters but will bring a refreshed,
contemporary look to one of the world’s most well-
known pre-school properties,ensuring that it is relevant
for a new generation.
DHX Brands EVP Peter Byrne says: “Teletubbies is one of the most recognizable pre-school brands globally which we
believe represents a remarkable consumer products opportunity.We’re very excited to be partnering with Character Op-
tions, who have an incredible track record in building and nurturing pre-school brands for the long term.”
DHX SIGNS CHARACTER OPTIONS AS MASTER TOY FOR TELETUBBIES
Digital Giving and Bulldog Licens-
ing have delighted to announce a
partnership between the T-Shirt
Booth app and Plants vs. Zombies
to benefit BeatBullying, a bullying
prevention charity. Digital Giving’s
freeT-Shirt Booth app allows fans to
personalise a T-Shirt with just a few
taps of their smartphone or tablet.
This partnership also gives fans the
chance to join the digital fundrais-
ing revolution. The T-Shirt Booth
app takes an innovative approach by
linking engaging children’s character
brands to good causes donating £2
of each T-Shirt sale to the brand’s
partner charity, in this case it’s Beat
Bullying and the brand is Plants vs.
Zombies™.
DIGITAL GIVING AND
BULLDOG SIGN TO HELP
PREVENT BULLYING
The Wisdom of Kids has entered an
agreement with Gemma International
Ltd. for licensed greeting cards. The
partnership will bring the design brand
to specialist card retail outlets, stores,
and supermarkets nationwide next
spring/summer. The line will include
stand alone designs with occasion and
relation cards.
JELC, the UK-based licensing agency
for The Wisdom of Kids, plans to ex-
pand the brand to stationery, gifts, ap-
parel, electronics, home-wares, house-
hold textiles, and more.
THE WISDOM OF KIDS, GEMMA INTERNATIONAL
PARTNER FOR GREETING CARDS

13
INFO
PGS Entertainment has announced a raft of global sales for the Method Ani-
mation and DQ Entertainment series Robin Hood: Mischief in Sherwood.
Broadcasters that have recently licensed the series include RTBF (French-
speaking Belgium), NRK (Norway), RTS (Switzerland), RTL Telekids (Nether-
lands & Luxembourg), Direct Sight (Ukraine), and BBC ALBA (Scotland).
The series has previously been sold to TF1, ZDF, DEAkids (Italy), RTVE-Clan
and Canal Panda (Spain),VRT (Flemish-speaking Belgium), Canal Panda (Por-
tugal), SVT (Sweden), MTV3 (Finland), LRT (Lithuania),Télé-Québec (Canada)
and Gloob (Brazil). Commissioned byTF1, ZDF and DeAgostini, Robin Hood:
Mischief in Sherwood (52 x 11min) is available in HD CGI and 3D for the
first time.
PGS ANNOUNCES ROBIN HOOD DEALS
Bluewater Productions has announced the release of new comic book biography
of music icon David Bowie.
Fame: David will be released this week in print as well as digital.This summer,
Bluewater has released biographical comic books featuring Kurt Cobain, Amy
Winehouse, and Freddie Mercury as part of their Tribute series.
Written by Mike Lynch with art by George Amaru, Fame: David Bowie features,
six collectable covers by MichaelTroy,Graham Hill,and GeorgeAmaru showcas-
ing Bowie’s flamboyant fashion through the decades.
DAVID BOWIETO STAR IN NEW COMIC BOOK
Haven Licensing has announced that Artestar has appointed them to manage the licensing of
their portfolio of art, design and pop culture brands in Australia and New Zealand.
Based in NewYork,Artestar’s clients include Keith Haring, Jean-Michel Basquiat, Patricia Field,
Jeremyville and Curtis Kulig amongst a plethora of other designers and artists. Internationally,
the Artestar team have collaborated with a wide variety of labels and retailers, including
Reebok,Uniqlo,Comme des Garcons,IKEA andAdidas.This new deal with Haven brings these
opportunities to the ANZ market.
“We see great potential for our artists and brands in the region and we’re really excited to be
partnering with Haven to spearhead the effort,” said David Stark,President ofArtestar.“Haring
and Basquiat have been perennially successful throughout Europe,Asia and the US, along with
the cohesive portfolio of talent that we’ve built around that success. Expanding into Australia and New Zealand is a
logical next step for us and our clients.”
“We are delighted to be working withArtestar,” saidYvonne King,Director,Haven Licensing.“We’ve been contemplating
a foray into art and design licensing for some time now, and breadth of the Artestar portfolio makes them a one stop
shop for licensees & retailers looking to capitalise on the tremendous surge of interest in the genre. We’re seeing the
trend come through in the High Street stores internationally, and the time is right for us to be introducing the brands
into the ANZ market place.”
HAVEN PARTNERSWITH ARTESTAR FOR KEITH HARING AND OTHERS
Sanrio has collaborated with heritage
and lifestyle brand, Barbour.
The deal, brokered by Sanrio’s UK
licensing agent Fluid World, will see
the launch of a range of Hello Kitty
girlswear including; jackets, knitwear,
hats and socks. Pinks, purples and
navy’s feature strongly across the
collection with the Hello Kitty image
appearing in a countryside scene
wearing wellies and a Barbour jacket.
The collection launched this August
to coincide with Hello Kitty’s 40th
anniversary.
HELLO KITTY IN
PARTNERSHIP WITH
BARBOUR FOR
GIRLS RANGE

14
INFO
Extreme has announced the appointment of three new Extreme-sponsored
athletes; Cam Peake, Sam Carne and Ross Welch.
The final addition to the Extreme roster is Ross Welch, Freestyle Skiier, who
is proud to represent the sports company at tournaments and festivals as
he sees himself as part of the bigger picture for the brand. Like all Extreme’s
athletes,performers and artists,Ross is one of the leader’s in his chosen hobby
and has achieved a level whereby he can make it his occupation;competing on
the global stage at the AFP World Tour and founding the Gap Nation Ski and
Snowboard competition in the UK.
Alistair Gosling, CEO and Founder of Extreme, comments, “Extreme has
always maintained its position as a major player by re-investing in the sector;
seeing our sponsored athletes grow from strength to strength is testimony to
our ambassador programme.Our athletes,performers and artists are the first
to hear about new trends and talent and the most direct avenue to our fans.
They ensure the Extreme in-house team never take their finger off the pulse.”
NEW ATHLETE APPOINTMENTS FOR EXTREME
Sanrio has revealed details for
Hello Kitty Con 2014, the first of-
ficial Hello Kitty fan convention in
the world. Presented in conjunction
with Target, Hello Kitty Con was
developed in celebration of Hello
Kitty’s 40th anniversary and will
take place at The Geffen Contem-
porary at The Museum of Contem-
porary Art (MOCA) in Los Angeles
from October 30 to November 2.
Hello Kitty Con 2014 will present a
full lineup of activities, including in-
tegrated workshops, lectures, panel
discussions, special appearances
and signings with Hello Kitty head
designer Yuko Yamaguchi and oth-
ers, interactive art installations, and
daily artist signings.The Hello Kitty
Friendship Station Pop-up Shop will
offer convention exclusives; the
Hello Kitty Super Supermarket will
feature a curated selection of ven-
dors offering products and experi-
ences available only at the conven-
tion; and a Hello Kitty retrospec-
tive and vintage shop will sell rare
collectibles. Other event highlights
include product and collaboration
previews; a tattoo shop; and photo
opportunities.Hello Kitty will be on
hand for special appearances and to
hug fans as part of her global Share
a Hug with Hello Kitty! campaign
throughout the four day event.
Sanrio and Target will offer limited-
edition, co-branded product availa-
ble only at the convention.A further
offering of exclusive Hello Kitty
40th anniversary products, such as
apparel, cosmetics, accessories, and
toys, will be available beginning Sep-
tember 14 at Target stores nation-
wide and at target.com.
SANRIO ANNOUNCES
HELLO KITTY CON 2014
Breaking Bad picked up five Emmys in the 2014 cer-
emony, and will now expand its licensing programme.
The licensing programme, managed in the UK by
independent licensing company Rocket Licensing on
behalf of Sony,is still expanding as the franchise builds
to satisfy the demand of the show’s growing number
of fans. In the newest deal, licensed clothing producer
Poeticgem has announced details of a major agree-
ment that will see the company produce Breaking
Bad nightwear, underwear and loungewear, featuring
classic imagery from what is now officially one of the
greatest TV shows in history.The line, which includes,
pyjamas, briefs, lounge pants and onesies modelled on
the infamous Los Pollos fast food restaurant, is aimed
at young adults of both sexes. It will reach high street
retail, fashion and gift shops this autumn.
Breaking Bad product at retail already includes Pyramid posters, masks from
Mask-arade, and t-shirts and sweatshirts from both Trademark Products and
Plastic Head.Socks from Roy Lowe and dressing gowns from Groovy,along with
dress-up costumes from Smiffys, phone and tablet cases and leather-embossed
notebooks from VMC will follow soon, along with a Breaking Bad Top Trumps
card game. Publishing and gifting licences are expected to be announced before
the end of 2014.As well as developing a licensing programme for Breaking Bad
Rocket is also working with Breaking Bad spin-off, Better Call Saul, for which a
group of licensees is developing product for the programme’s launch on Netflix
in 2015.
BREAKING BAD EXPANDS LICENSING
PROGRAM AFTER EMMYS WIN

15
The Ansada Group specializes in fine art with over 10,000 images available for
licensing focusing on nature and nostalgia.
Wildlife is one of the strongest categories represented with world renowned artists like Carl Brenders,Daniel Smith,John
Seerey-Lester and many, many more. Depicting wildlife accurately and in their habitats requires much first-hand knowl-
edge, research and travel.
Inspired by his surroundings, Daniel Smith finds one of the most rewarding and inspiring elements is fieldwork. Smith is
passionate about his subjects and travels frequently seeking artistic inspiration. This translates into his paintings which are
filled with life and emotion.
Carl Brenders creates powerful renditions of wildlife in all its spectrum,the mastery of details and the tactile realism Carl
creates in his paintings provides viewers with a close encounter with his subject.
John Seerey-Lester prefers to paint from life and has visited such many diverse locations including Africa, China, India,The
Arctic and Antarctica as well as Central and South America. John has gained a reputation over the years for producing
images that tell a story, with a mysterious or mystical appeal. When asked how long it takes to create a painting, John
Seerey-Lester says “it takes a lifetime…”
Fine Art Licensing

16
Since its launch in
1958, many different
generations have grown
up with Chupa Chups. It
has very much become
an iconic brand, part
of popular culture and
a generic name for
round lollipops in many
countries, not least in
Russia, where the lollipop
has been produced in St.
Petersburg since 1991.
The brand belongs to the confec-
tionery group PerfettiVan Melle, a
company that is present in over 150
countries worldwide and third in the
global sugar confectionary market.
It is market-leader in many markets
with strong brands like Mentos,
Fruitella, Frisk,Alpenliebe, Golia, Hap-
pydent,Vivident, Big Babol,Airheads,
Smint and Chupa Chups.
The Licensing Experience
PerfettiVan Melle develops licensing
programs with some of its most icon-
ic brands.The Chupa Chups licensing
activities started fifteen years ago and
continue to expand steadily around
the globe. Airheads, a popular brand
in the US, is also running a successful
licensing program in the North Amer-
ican market.The candy power house
is now gearing up to license two of
its other confectionery classics: Men-
tos, its most international brand, and
Frisk, Japan’s leading mint brand.
The international licensing program
for Chupa Chups has over 60 licens-
ees worldwide. 2.5 million licensed
products are developed annually in
over 50 countries covering product
areas including fashion and lifestyle
categories such as apparel, personal
care, accessories or electronic de-
vices.
Recent success stories from Chupa
Chups include worldwide projects
with fast fashion retailers such as
H&M, Uniqlo and Zara Group with an
international launch of flavoured lip
glosses by the popular Lip Smackers
brand.This year, the lollipop brand is
also the subject of a co-brand project
with Betty Boop from King Features
Syndicate.
Chupa Chups In Russia
Chupa Chups is extremely popular in
Russia where it is one of the biggest
Chupa Chups
A Perfetti Van Melle Group Brand

PerfettiVan Melle, the third largest
confectionary Group in the world, is
a privately owned company producing
and distributing candies and chew-
ing gum in more than 150 countries
worldwide.
PerfettiVan Melle Group develops
successful sweet licensing programs
with some of its most popular brands:
Chupa Chups and Airheads; and fresh
lifestyle licensing programs are soon
to be launched with two other con-
fectionery classics: Mentos and Frisk.
Chupa Chups, the international lol-
lipop brand with a strong personality
and emotional link with its consum-
ers, has developed a lifestyle licens-
ing program worldwide.The iconic
lollipop brand always finds new ways
to transfer the essence of its flavours
and colours to an ever expanding
universe of lifestyle products and re-
tail experiences.
Airheads is a popular brand found
almost everywhere in the US. It is
successfully licensed onto food and
beverage products but is now also
expanding into several lifestyle cat-
egories such as apparel, cosmetics,
stationery and digital games, among
others.
Mentos is a global brand currently
sold in more than 130 countries. It
enjoys a huge international brand
awareness and ranks number 3 in
the combined candy and chewing
gum category. Inspired by its unique
heritage and characteristics, an art
portfolio has been developed to apply
to the main licensing categories such
as apparel, personal care and accesso-
ries, targeted to young adults, across
the European market and in the US
as of 2015.
Frisk, the premium high-quality power
mint, is preparing a premium licensing
program for young urban profession-
als to be implemented in Japan as of
2015.
The strong refreshing mint and men-
tal energizer is number one in Japan
with a brand awareness of 97%.
For further information, please visit:
www.chupachupsuniverse.com
or contact:
Marta Ballesteros, Licensing Area
Manager at PVM Licensing Division:
marta.ballesteros@es.pvmgrp.com
17
confectionery brands in the market.
Chupa Chups scores an awareness of
more than 95% and has a tremendous
emotional link with its consumers, re-
freshed by a communication strategy
aimed at a teenagers through a “Life
Less Serious” spirit.
In order to enter the Russian market,
Chupa Chups selected leading Mos-
cow licensing agency Megalicense,
who have represented the brand, ex-
clusively in Russia since 2012.
A joint strategy was designed to se-
cure and manage licensees across a
range of lifestyle categories targeted
primarily at teenagers.
Initial deals include Ast License Ltd
(Premiera –Origami Group) who
have developed a colourful collection
of stationery items and backpacks
which will soon be found on the
shelves of bookshops, stationery
shops, gift shops, toy shops across the
country.
Chupa Chups has also partnered with
OJSC - Octext (Monolit group) a
company that specialises in home tex-
tile products, and well known for its
Мona Liza brand. Based on the most
iconic artworks of the brand, they
have designed bed linen, terry towels,
plaids, pillows, blankets, etc. which has
been launched in specialized retail
and department stores.
Personal care and digital game deals
are also in the pipeline and Chupa
Chups is looking to take its colourful
lifestyle to key categories in personal
care and apparel.

18
Masha and the Bear is a humorous
family show that has enjoyed
tremendous success across the
Russian and CIS market.Thanks to its
unique style it has quickly developed
from an animated cartoon to a
become a globally expanding brand.
The Series
The Masha and the bear series
tells us about a unique relationship
between an exceedingly active little
girl Masha who can’t sit still and has
to make everything her business
and her friend the Bear.Although he
had a crazy youth as a circus artist,
now he loves comfort and quietness.
Masha is the only one who can give
him a nervous breakdown,
and as a result he is
always anticipating
another fun and wind
adventure that Masha
will pull him in to.
Their relationship reflects
the communication between a
child trying to learn about the
world and an adult trying to
help.As a result, the cartoon has
successfully appealed to kids and
parents all over the world.
Although Masha’s creator, Oleg
Kuzovkov, avoided the direct
didactics,
the show
entertains
and
teaches
both
children and
grown-ups.
Thanks
to its rare
combination
of qualities, as
Buzzfeed once
noted, people
keep watching
Masha “religiously.”
Each 7 minute episode
has a stand-alone plat
Masha and the
Bear is the most
popular brand
amongst girls and
boys aged 2 to 6,
and is one of the
leading brands
for other audi-
ences including
7-9 year olds and
10-14 year-olds.
THE BRAND THAT HELPS YOU
TO FIND YOUR
INNER CHILD

19
show is now airing in more than 25
countries including Russia (Russia
1, Karousel, Mult), Ukraine (1+1,
TET, ++, Piksel), Kazakhstan
(Khabar, El Arna), Norway
(NRK), Czech Republic
(Ceska televiza), Bulgaria
(BNT), Finland (MTV Juniori),
Italy (Rai2), Estonia (ETV,
ETV2), Benelux (VRT, ZAPP),
Switzerland (RTS, SRF),
Slovakia (RTV), Poland (TVP),
France (France5),Austria (ORF),
Germany (KIKA), Sweden (STV),
Israel (Talit),Vietnam (HTV),Australia
(ABC), Indonesia (ANTV), South
Korea (EBS,Tooniverse), Canada
(Tele-Quebec), UK (Cartoonito,
Boomerang, Cartoon Network), and
Latin America (Cartoon Network,
Boomerang).
Almost all of these channels have
the rights to air both Season 1 and 2
and the plan is to completely cover
Europe by the end of 2014.
Broadcasting deals with Spain,
Portugal, Serbia,Turkey and MENA
territories are currently under
negotiation.
The huge worldwide interest backed
up by a long list of existing and
upcoming DVD and other media
agreements with strong international
partners, such as Sony Music, Nordisk
Film, NBC Universal, Mountain road
and others.
The leading cinema chains in the
UK (Odeon,Vue and Picture House)
reported more positive comments
than any other content for kids that
they showed.The average viewing
figures forVUE and Odeon were
higher than those for Disney Junior.
The Brand
The Masha brand began to be
developed in Russia in 2009 after
the hugely successful release on
the most popular TV program
for kids on Russia1.Although the
property’s core audience is girls
from 2 to 9 and boys from 2 to
6, the statistics indicate extended
data according where the cartoon is
in demand amongst 0 to 14 year old
age groups.
The reason why younger age groups
are becoming broader is that during
the five years since its release, Masha
and the Bear became a nationally
accepted family show, hence parents
are embracing it as a brand for
their newborns, and furthermore a
generation of girls has grown up with
Masha so their purchasing intentions
for trendy licensing products is
impressively high.
and outstanding 3D CGI animation. In
addition, there is all-round appealing
humour which is clear through both
the action and Masha’s quotes that
become popular right away.The show
also has original music and songs.
Another advantage of the show
is the very well-balanced media
support that never overloads the
market. Production on Season 1 (26
episodes) is complete and production
on Season 2 production will be
completed by February 2015.There
is also a plan to begin production
on Season 3 by the end of this year,
which will provide the audience with
new Masha stories by mid 2017.
Masha’s Tales is a unique spin-off
project that launched in 2012, where
Masha tells popular fairy tales in
a childish manner, confusing both
storylines and characters, but always
coming up with original and positive
advice.
The main goal of Masha’s Tales is to
create a spin-off that shows new sides
of Masha’s unique personality.
• The Target Audience is 2-6 year olds.
• Masha’s Tales is a unique
combination of 3D CGI animation
and 2D Flash animation.
• The show is a humorous take on
globally known fairy tales.
• Media support is 26 episodes (5.5
min each).
Global Broadcasting Plan
Broadcasting is gradually expanding.
With very high ratings amongst
kids, parents and grown-ups, the

20
With more than 100 licensees
covering such
categories
as
publishing,
puzzles,
confectionery,
home decorations,
digital, toys and fashion,
Masha and the Bear
has become a leading
preschool IP in
Central and Eastern
Europe.
One of the great
qualities of the
brand is that it is
equally popular on
food and non-food
products thanks to
its flexibility.
Here are just a few
facts showing the
consumer products’ success:
• Despite a generally flat toy market,
Masha licensed toy sales grew in 2013
by 82% compared with 2012;
• Egmont publishes over 300 titles
each year which equates to 4.7
million books and 853,000 magazines.
Taking into account Masha’s
phenomenal potential, leading
European companies keep picking up
the brand to launch their product
lines in Russia and CIS. Ferrero
was the first partner who signed
a very successful winter campaign
featuring Masha on Kinder Pingui
and Kinder Milk Slice bars.Thanks
to an animated TV commercial made
by Animaccord Animation Studio
(viewed over 18 million times on
YouTube), the campaign gathered
thousands of participants.That story
continued with the back to school
campaign for Kinder Delice. In 2013
Kinder Surprise also went Russian,
introducing the first local collection
with Masha and the Bear.
The results speak for themselves:
Russia and CIS are getting ready for
the debut of the second collection
in 2015. Leading up to this, Masha
fans will take part in a new Kinder
promo which was launched on
September 1, accompanied by a TV
commercial. Ferrero Ukraine went
further engaging the whole country
with products such as Nutella and
Kinder Presents with Masha and the
Bear. One of the key goals of 2014
is proving that, no matter what the
political situation is, Masha succeeds
with consistently high sales from
Danone in Ukraine.
Key activity in publishing, which is
worth mentioning, are the deals
with Panini whose collectible albums
appeared in 2013 and the partwork
magazine by Eaglemoss
which will highlight the
market in February 2015.
Global Licensing
Program
Globally, Masha has
recently welcomed
on board leading
companies that
consider the
brand unique
and, importantly,
transcultural. One
of the key principles
of the brand’s
mission statement is
that manufacturers
should guarantee a
high-quality in terms
of their products.
Simba-Dickie Group has become
the master toy partner throughout
Europe and a few toy categories will
be presented in Russia and CIS in
January 2015.
Vladimir Gorbulya,Vice President at
Animaccord, said,“Because of Masha’s
potential and Simba’s great abilities
and resources, I have no doubt
that this partnership will bring an
interesting and promising synergy to
the toy market.”
Egmont International brought Masha’s
books and magazines to Germany,
the UK, Nordic, CEE and Turkey.
Other companies such as Hachette,
Mondadori, I MoM, Ravenburger,
Giromax and others will also produce
Masha licensed products.
The worldwide licensing program,
excluding Americas, is handled
through Ink Brands. Ink’s Director,
Claus Tømming said,“The initial
deals we are signing for Masha are
indicative of the enormous potential
for the brand globally - it really is
something magical and you just have
to look at the success Masha has
enjoyed in Russia to see how far it
can go.The sky’s the limit with this
property!”
As Masha has just been launched
across the whole Latin America,
Animaccord Corporation who
represent the brand in the region is
keen to start developing the licensing
program immediately.
Digital Success
The digital success of the show
keeps growing globally. Each episode’s

21
premier is an anticipated event that
millions of fans impatiently wait for.
Masha’s officialYouTube channel
(MashaMedvedTV) has become one
of the main platforms to release the
new episodes.
The number of subscribers has
reached 1.6 million people generating
over 250 million views monthly.
One of the respected digital
sources, entitled Tubefilter ranked
MashaMedvedTV #12 in the most
popular channels worldwide chart
(April 2014 data).
Bearing in mind that
MashaMedvedTV is
regularly included
in Top-50 channels
with its 44 episodes
in Russian, this
sounds quite
impressive.
One of the
episodes,‘The
Laundry Day’,
became the most
popular video on
YouTube in Russia,
making it the only country where
Gangnam Style was pushed into
second position.Another episode,‘La
DolceVita’, took first place in 2013.
Another fascinating fact is Masha and
the Bear has been chosen by Google
as the top series to be released on
GooglePlay Russia for paid digital
distribution, due to brand’s popularity
and success. Just a few episodes
have been uploaded over 80 000
times within first 3 months. Having
a quick glance at the top selling
movies, viewers can always see Masha
amongst other posters.
In order to increase and maintain
the brand’s popularity, the new
freemium game was released for
iOs and Android users and has been
downloaded over 500 000 times.
But Masha wouldn’t
be Masha if she
just stood still and
enjoyed the success.
Animaccord has also
launched an official
YouTube channel for
the Ukrainian
audience.
According to
the plan, a
further key
launch this
year will be
related to a
channel in English.
Promotional Advantages
The brand’s principles enable the
licensing team to provide partners
with top-quality materials in order to
make consumer products appealing
and unique. Each promo developed
with Masha enjoys great success and
attracts thousands of participants.
Licensees are also included in the
online promotional activities, making
full use of all the new media and
digital tools.
The official website (www.mashabear.
com) is an
interactive
playground for kids gathering up to
80,000 unique users a day, thanks to
the new edutainment games and the
seasonal changing of the background
etc.
Thanks to Animaccord, Masha speaks
fluently in English, Spanish, French,
German and other languages, which
means that fans from all over the
world will be using the localized and
geographically-targeted versions
starting from this fall.
Today’s Masha’s followers on
Facebook number 2.7 million, and
growing rapidly.The official accounts
on Twitter,Vkontakte, Odnoklassniki
and others are also hugely popular.
Animaccord’s unique competitive

22
advantage is the high-quality of their
TV commercial production.These are
more like mini-cartoons that happen
to be promoting something - as a
result the views that these TVCs are
gathering onYouTube are extremely
high.
Thanks to the major success that the
brand has already attained in Russia,
CIS and Europe, Masha is heading to
become one of the most promising
pre-school brands.
“Masha and the Bear is an
international cruise liner traveling
across the globe, gently and positively
looking for the right partners to take
on board.” saidVladimir Gorbulya.
“Famous for its all-round appeal and
catchiness, Masha and the Bear is
looking forward to supporting the
synergy of growing popularity with
strong partnerships.”
FIND
Masha and The Bear
at
BLE 2014
Booth E115
&
MIPCOM
Booth C16.A7
www.mashabear.com
www.animaccord.com
22A Murmansky proezd
129075, Moscow
info@animaccord.com
We have to become friends!
www.youtube.com/user/MashaMedvedTV
www.facebook.com/MashaAndTheBear
www.vk.com/MashaMedvedTV
www.twitter.com/MashaAndTheBear

23
Licensing World Russia
is the only trade show
in Russia dedicated
to brands, character,
entertainment and art
licensing.The show will
take place from 15 to
17 September 2015 at
Moscow’s Crocus Expo
facility.
The event is bringing together
exhibitors from around the world,
to create a network platform, that
provides opportunities for brand
extension, increased distribution and
new brand collaborations.
The licensing market in the region is
categorized by a number of features,
among which are high customer
loyalty, product quality and content
orientation.All these components
make for a stable marketplace.
Quite simply, Licensing World Russia
provides participants with the
opportunity to expand their business.
Licensing World Russia comprises
two equally important parts: an
exhibition and a business program.
The exhibition includes leading
Russian and foreign licensing agents
operating in Russia and abroad.The
business program presents best
practices and the upcoming trends.
“The main goal of Licensing World
Russia is to create a unity between
Russian and foreign markets,” said
Oxana Zharkova, Head of the
Licensing World RussiaProject.“On
the one hand it is a great opportunity
to show foreign companies the
substantial opportunities of expanding
their business into Russia, CIS and
Eastern Europe. On the other
hand, it gives Russian companies
the opportunity to promote their
products and national brands, and to
tell their audience how the use of
famous characters influences brand
awareness and stimulates sales.”
The international tradeshow
will introduce the brand owners,
licensors, and licensing agents in
key categories including fashion
and lifestyle, characters and
entertainment, heritage and art,
corporate brands and more.
In terms of the business program,
attendees can learn about the
licensing industry and branding
strategies, get expert advice if they
are just getting started and connect
with the executive-level audience.
Amongst the attendees are licensees,
retailers, advertising agencies, media,
distributors and manufacturers
of all product categories such as
fashion apparel, food/drink, home/
housewares, toys/hobbies, video/
home entertainment, health/ beauty,
publishing, consumer electronics, gifts
and souvenirs, automobile accessories
and others.
Licensing World Russia facts and
figures:
95% of exhibitors confirmed
their participation at Licensing
World Russia; 2000 visitors - 93%
are industry specialists; 99% of
visitors will definitely visit Licensing
World Russia;A business program
comprising 10 events bringing
together more than 600 attendees.
Key events at the Licensing World
Russia
A three-day business program,
including Licensing University;
A Retail Center: two B2B days
dedicated to current trends in the
licensing retail business;
A Popular characters parade.
Licensing
World
Russia

24
The Russian licensing
market is one of the fast
growing. Every year it
increases by one third due
to the overall maturing
of the entertainment
industry itself but mainly
to the establishing of
monetization scheme
for the kids series,
government support and
development of local
brands.
Animation studios and right holders
are learning fast from the interna-
tional heavy-weights such as Disney,
Marvel,Winx and etc. speeding popu-
larity of the Russian locally created
animated series. Keeping up the tradi-
tions of the world-renowned Soviet
school of animation today’s Russian
animation industry moves intensively
forward relying on creativity and in-
novative techniques.
The first New-Russian licensing ani-
mation brand was Kikoriki, which is
still popular in Russia and also made
its story abroad.This cartoon ap-
peared on the Russian television in
2005 and through nine years of its
existence managed to achieve almost
one hundred percent brand recogni-
tion among the Russian audience of
all ages.Thanks to the partnering with
the Nickelodeon channel, now Kikor-
iki is aired for children and adults in
17 countries.
Truly international project which suc-
cess we are currently witnessing and
which is yet has not hit the limits of
its world potential is one of the new
leaders of the Russian animation and
licensing market Masha and the Bear
(Masha and Mishka as the daughter
of my French friend calls it – as she is
watching it without translation).The
3D animated series have caused a lot
of positive buzz on social networks
like Facebook, My World,Twitter, etc.
and have millions of viewers onYou-
tube.The secret of its popularity is
a funny and simple story about rest-
less small Russian girl Masha and her
adult friend the Bear (she calls him
Mishka – and yes this is what Russian
is famous for) – they both get into
various comic situations, while Masha
constantly drives Mishka to nervous
breakdown.
According to the research of Syno-
vate Comcon in the first half of 2014,
the favorite characters of the Rus-
sian mothers with children up to 4
years are Masha and The Bear (52%),
Kikoriki (30%), Luntik (23%) which
are followed by Disney’s Cars (22%)
and Winnie The Pooh (19%).Also the
survey says that the most popular
animated films of recent years in
Russia are the series Masha and The
Bear,The Fixies and Kikoriki. By today,
these shows already covered many
territories around the world and
became extraordinarily popular in
Europe and Asia.
MIPJunior and MIPCOM will host
Inspired by
SuccessWhat new properties to be expected from Russia and Belarus?

25
once again the Russian Animation
pavilion – an initiative organized by
Cinema Fund with the support of the
Ministry of Culture of the Russian
Federation.
Following the international success of
above said Russian animated projects
and properties Russian Animation pa-
vilion will focus on existing or brand
new projects with top international
potential, some seeking for coopera-
tion and partners or licensing agents
and being in different stages of devel-
opment:
MASHA AND THE BEAR
animation series, family show
Animaccord Animation Studio,
Masha and the Bear Ltd
Masha and the Bear is an extremely
popular cartoon about a unique re-
lationship between a little girl Masha
and her friend The Bear.As it reflects
a communication of a child trying to
learn about the world and an adult
trying to help with this difficult task,
the family show became an extraordi-
nary hit across Europe and Asia, part-
nering with such companies as Sony,
NBC Universal, Nordisk Film.The
show has almost covered the whole
Europe airing on Cartoon Network,
FranceTV, KIKA and other channels.
Masha and the Bear has been chosen
by leading European companies.
200+ licensees globally.
Master Toy Partner in Europe – Simba
Dickie Group
DVDs by Sony Music, NBC Universal,
Nordisk Film, Mountain Road
European Publishing by Egmont, Ha-
chette
Games – Tech4Kids
Puzzles – Schmidt Spiele, Ravens-
burger
Magazines – Eaglemoss, Panini,
Egmont
This summer Danone Ukraine Com-
pany has released a range of chil-
dren’s natural yogurts “Masha and the
Bear” for sale in Ukraine.The new
product instantly gained recognition
among Ukrainian small customers and
their parents.
KIKORIKI
animated comedy series, features
The Riki Group
Kikoriki is one of
the leading programs
in Russia among
boys and girls of
5–12 years old with
daily viewers of
more than 5 million
kids. 50% of parents
watch the show with their kids.
Life’s a ball in Kikoriki — a place
where everyone counts on the
improbable and depends on the
impractical; a land where you can
turn snores into energy, order your
dreams before bed, sail to the edge
of the Earth, and even get a perpetual
chocolate maker as a birthday gift!
Meet Krash the Rabbit, a blue ball of
energy always ready to jump into ad-
venture with his cautious companion,
Chiko the Hedgehog.There’s Wally
the Ram, a purple poet in search of
inspiration from his unrequited love,
Rosa the Pig, a true fashionista.When
there’s a problem in need of an inven-
tive solution you can always count on
Pin the Penguin’s engineering genius
to make the simple complex.And
if it’s unsolicited advice you’re after,
look no further than Olga the Owl, a
wise old granny full of zip, and her pal,
Carlin the Crow, a born entertainer
and legend in his own mind!Yes, you
could say that the world of Kikoriki
is a lot like the world of Winnie the
Pooh — if the Hundred Acre Wood
had a submarine, a soccer field, a sci-
ence lab, ping pong tables, computers,
a hot air balloon, a baby robot, skate-
boards, and a disco that is!
The series has been followed by the
animated comedy Kikoriki:Team
Invincible (stereoscopic 3D CGI)
as a prequel. Kikoriki: Legend of the
Golden Dragon is the next feature
based upon the series, with release in

26
Russia in 2015.
60+ licensees in Russia and the coun-
tries of the former USSR, with more
than 6,000 licensed products in 35
categories including: food, printed
and media products, games and toys,
clothing and shoes, auto accessories,
cosmetics, stationery, home goods
and others.
THE FIXIES
animated comedy series, edutainment
Aeroplane Productions,The Riki Group
The Fixies animated series is the
launching pad for the multi–platform
project “The Fixies”, an animated
brand designed for the international
market. It’s one of the most high
speed developing projects in Rus-
sia, airing in prime time on “Russia
1”, federal TV–channel, collecting
more than 7 million viewers a day.
The rights for the TV release of the
show have been sold to 67 countries
around the world.
Fixies are tiny creatures, that live in-
side of our machines and appliances,
conscientiously cleaning and repair-
ing them.With Fixies living inside of
every man–made device and appli-
ance in every home in every country
around the world, there are an abun-
dance of creative and commercial
opportunities.THE FIXIES follow the
misadventures of an eight–year–old
TOM–THOMAS and his secret
friendship with SIMKA and NOLIK,
the children of the Fixie family that
live in his apartment.
Current production and development
include the series, an internet portal,
the feature film, computer and con-
sole games, specialized mobile con-
tent, a line of printed and e–books,
and a character licensing program.
70+ licensees, 2000+ licensed prod-
ucts (distribution in Russia, Ukraine):
toys, games; goods for sports and rec-
reation; books, magazine, partwork;
DVD, computer game, apps; children’s
clothing and shoes; stationery; con-
fectionery and other food products;
medicine.
ALISA KNOWS WHAT TO DO!
animated science–fiction adventure
series inspired by the stories of Kir
Bulychov
Bazelevs,The Riki Group
2093. Planet Earth.Together with her
friends,Alisa Seleznyova, the twelve–
year old daughter of an intergalactic
zoologist, sets out on a series of
incredible adventures throughout our
galaxy.
Alisa Knows What To Do! are won-
drous and fantastic science–fiction
adventures for and about young
adults.The stories are written to
inspire the show’s young viewers to
develop independence, strive for cre-
ativity, and discover their individuality.
The project is based on the books
by Kir Bulychov, arguably the most
famous author of science–fiction for
children in Russia. His stories about
Alisa are still as popular as ever with
each new generation of young read-
ers and have been adapted multiple
times for big and small screens.
Audience: Boys and girls 7–11.
At the moment the licensed products
include: toys, books, coloring books,
crossword puzzles, goods for school
(distribution in Russia).
THE BUBBLES
adventure, comedy series
NEBO animation studio
The series revolves around the lives
of five Bubbles, in particular Marty,
who loves discovering new stuff,
Marty’s uncle Floyd, the naive and
slightly nerdy Gloop, the sweet–na-
tured Mika and Tim – the brainiest of
the lot. Being bubbles, some of them
bounce, while others can inflate, light
up, or even change shape.They live in
an amazing planet where everything
is constantly flying, puffing up, burst-
ing and exploding.The Bubbles are
a curious bunch who never stay still
– they’re constantly exploring, finding
new friends, and of course, getting
into all kinds of sticky situations, the
characters’ adventures are always full
of unexpected twists and turns.Target

27
Audience: kids 4–7.
The Bubbles is being actively pro-
moted to release on TV both in Rus-
sia and abroad.This year it will be
aired on the Carousel Channel, the
main Russian TV channel for children
and youth. Since June 2014 the first
season is available onYouTube.
All the charac-
ters are very
vivid and deli-
cious, that is
why this brand
has a strong
commercial
potential and
prospects of
international development.
A wide licensing program is launch-
ing in Russia in 2015. Recently NEBO
animation studio and Megalicense
Company have signed an exclusive
agency agreement for “The Bubbles”
brand in Russia and other countries.
The international licensing program
will start in early 2016.
BIMS (preschool 3D animated series)
Age of Aquarius (co–production: Rus-
sia, the UK, New Zealand, China)
BIMS – is an original 3D animation
series. In this project main characters
are BIMS – cute, kind, fairy creatures,
giving joy, happiness and good mood
to people.With the help of their
sorcery, music and magic recipes they
make delicious things for children.
Each of them gives its own superior
force or helps children with their
problems, for example to become
brave, kind etc.Air date – 2015.
MONSIKI
a book byVictoria Shimanskaya, practic-
ing psychologist and business consultant
The projects started from a book-
workshop for children 4-9 years old.
The Adventures of Monsiki teaches
kids in the form of games to com-
municate, explain, negotiate, plan,
set goals and
achieve them.
In short, it is
preparing kids
for the future
life. Psycholo-
gists have
already called
this book one
of the most successful attempts to
reach out to the world of the child in
the whole range of natural diversity
of feelings and emotions; and an indis-
pensable guide for parents.
Monsiki are funny characters, each of
them has its own communication tal-
ent and is happy to share it with the
little readers.
Since July 2014 The Adventures of
Monsiki is on sale in all major book
stores and online shops in Russia.
Currently, the project is negotiated
with major media houses about pro-
duction of the animated film with the
book’s characters, and developing
apps for mobile devices and play-
grounds for educational institutions.
Monsiki from Russia are ready to
go off the book’s pages and win the
hearts of children around the world!
CARROT CITY
action–comedy series
PinkWing Studio
A family of colorful bunnies moves
into a big city called Carrot-City.They
settle down in an ancestral manor,
which they inherited.
Main character of the show – Flip –
accidentally finds a secret door that
leads to a secret room. Flip shows his
discovery to his brother Dock and
sister Pinky.There they find evidence
that their ancestor was the founder
of the city, as well as the creator of
the mysterious “Tricky Rabbit” order.
And so begins the most interesting
quest that you can only dream of.
Children look for and find the order’s
caches, each containing its secret.
Swamps of time, Jurassic dungeon
with dinosaurs, the scary library and
the super generator of ideas are just
the tip of the mystical iceberg hidden
in the depths of Carrot City.
Unpredictable stories with good hu-
mor will not leave indifferent kids or
parents. Funny characters with vivid
personalities, beautiful surroundings,
plenty of action, gags, and music.This
project is able to grab the attention
of children from the first seconds.
There is no violence and antagonists
in the project. But there is an over-
whelming desire of the heroes to dis-

28
cover the world, find a fun adventure
and reveal all the secrets of the city!
Audience: Children 6-8.
Scope:
– Animated feature film
– Animated series
– Games – iOS,Android, Social Net-
works
– Mobile Applications – educational
entertaining
– Books, comics, magazines
– Theatrical performances for chil-
dren
– Entertainment centers Carrot–City
for children – restaurants, quest
adventures for children, educational
activities for children, toy store chil-
dren’s clothing store
THE MAGIC TOWER
animation, feature
Masterfilm Studio
The Magic Tower is a historical fairy
tale. In the movie fantastic characters
interact with real historical persons.
The action is going in Moscow during
epoch of Tsar Peter. One of the main
characters is Jacob Bruce. He’s associ-
ate of Tsar Peter, scientist, founder of
“Navigation school for boys” as well
as he’s mysterious and mystical char-
acter. His magic laboratory is in the
Tower. It’s a symbolic place and all ad-
ventures of Peter boy, Margo Bruce’s
daughter and their mechanical friend
Cube start from here. It’s remarkable
that the Tower really
was situated in Mos-
cow of XX century
and was destroyed by
Joseph Stalin’s order
but very carefully
piece by piece.
Audience: Children
6+. Release in Russia
– 2015.
To date there is an
app for Russian speak-
ing audience.
TISHKA THE TRAIN
animated series
AA Studio
The main heroes of these animation
series are trains (rather than locomo-
tives) who live in Train Town, just like
ordinary people.
They have their own families and
friends.Their life
resembles life in the
real world – relation-
ships, problems, needs,
dreams, daily routine.
The heroes visit lo-
cal shops to buy their
spare parts, they go
to service centers to
fix the dents, clean
wheels, change oil,
clear windows, they visit cafes and
restaurants to “refill”.They watch TV
to follow world news, buy different
“railway fashion” accessories to fol-
low the latest trends and build their
careers in train–related spheres.
The story in the second part is
rapidly evolving.We see many new
locations and exciting new characters.
The heroes make a lot of journeys
both in reality and inside their imagi-
nation. Snowfalls, dangerous thunder-
storms, airless space and underwater
world with its numerous inhabitants,
stone age, era of jousting tourna-
ments and musketeer battles, the

29
world of Russian fairy tales – all that
make the stories particularly exciting
for young audience.
Audience: Children 3–7.
ROBIKI
animated 3D series
Cubincup Animation Studio (Belarus)
The first belarusian 3D animated se-
ries for children!
Robiks?! Did you know that they ex-
ist? Have no doubt! Their city and
they are “really real”, but only in the
other reality – in the virtual world.
The main characters of the animated
series are Svetlik, Flex and Crepe –
robots, but more correctly – robiks,
cause they are yet not quite adults.
They are just like you: brush their
teeth every morning, drink milk and
eat.They also love adventures and
can’t help but get into a scrape. Ro-
biks live in a marvellous city.The only
thing that can sustain life of the city
and of all robiks is the electro–fire-
flies KSU.The main celebration of all
robiks is The Day of Installation.
On this day they receive their so long
awaited gift – the chip! Thanks to the
chip robiks gain superpowers. Crepe
– got the strength, Flex – a hand that
can be stretched for more
than kilometer and Svetlik...
Games for smartphones are
available.
YOKO
animated series
Wizart Animation (Russia),
Somuga (Spain),
Dibulitoon (Spain)
Yoko has been developed as a truly
international property focused on
outdoor play patterns with a social
curriculum that mixes friendship, na-
ture, and imagination.
Target group: Boys and Girls 4–6.
The stories are about three friends,
Oto, Mai andVik, who meet in City
Park to play. MagicalYoko who lives in
the part (and just wants to play too)
appears at the beginning of each epi-
sodes and his unpredictable baby na-
ture turns the kids’ everyday games
into a high–stakes adventure where
playgrounds become spaceships
(check out the pilot for that one), or
the sun switches off because camping
is just more fun in the dark.
Delivery – March 2015.
The Pavilion will also house full length
animated films such as Belka & Strel-
ka by Kinoatis,The Snow Queen 1&2,
Sheep and Wolves by Wizart Anima-
tion and many others – to present
the full scope of Russian animation at
such important markets as MIPJunior
and MIPCOM.

30
Viacom International
Media Networks’ (VIMN)
Russia Consumer Products
division has partnered
with Russia’s largest
children’s retail chain
Detsky Mir to create an
in-storeTeenage Mutant
NinjaTurtles promotion.
The in-store campaign, which began
in August 2013, included 3D-turtle
model window displays and specially
branded in-store interactive play ar-
eas in around 230 Detsky Mir stores
that ran the promotion across Russia.
The retail promotion was supported
on air on federal and cable TV chan-
nels and online (on a special site
cherepakhi.nickelodeon.ru) with a
Teenage Mutant Ninja Turtles compe-
tition to win the prize of a trip to the
home of the Turtles – NewYork.
This first partnership with Detsky
Mir resulted in an increase in both
footfall and overall sales for Detsky
Mir, as well as a spike in sales of Teen-
age Mutant Ninja Turtles products.
In addition to this, brand awareness
for the Teenage Mutant Ninja Turtles
in Russia grew significantly. In Russia,
brand awareness among boys aged
10-14 y.o. is 95%1.
BTL, PR and social media).
Dan Frugtniet, Senior Director, Li-
censing & Business Development
EMEA, Consumer Products,VIMN,
commented,“We continue to build
and develop our relationship with
Detsky Mir across our core kid’s
properties in Russia.As the largest
children’s retailer in Russia, Detsky
Mir has become a key strategic part-
ner for our business and is a natural
fit for our brands.”
CASE STUDIES
VIMN Promotions for
Teenage Mutant Ninja Turtles
in Russia
Given this success,VIMN Russia
Consumer Products agreed another
Teenage Mutant Ninja Turtles promo-
tional tie-in with Detsky Mir, which
launched in July 2014 to coincide with
the premiere of the Teenage Mutant
Ninja Turtles movie in cinemas.The
campaign is designed to drive con-
sumer interest in the new Teenage
Mutant Ninja Turtles consumer prod-
ucts line launch and reinforce brand
strength using a multiplatform com-
munications approach (on-air, online,

31
Viacom in Russia has also
secured its first quick
service restaurants (QSR)
deal with fast food chain
Burger King to promote
Teenage Mutant Ninja
Turtles across their chain
of restaurants in Russia.
This deal also marked
Burger King’s first local
in-store promotional deal
in the market.
The branded promotion featured
Teenage Mutant Ninja Turtles licensed
toy and stickers that were included
in all Burger King children’s combo
meals.The campaign also had an as-
sociated interactive element where
children could enter a competition
to develop their own healthy burger
recipe to win a trip to Nickelodeon
Land in the UK.
The campaign was supported online
with the creation of a bespoke web-
site http://burgerking.nickelodeon.
ru/ and on air (on the Nickelodeon
channel).The partnership was a suc-
cess and, as a result, Burger King sold
more than 50,000 combo meals.
Dan Frugtniet, Senior Director, Li-
censing & Business Development
EMEA, Consumer Products,VIMN,
continued,“We are delighted to have
secured our first Burger King deal
in Russia and to have launched the
restaurant chain’s first local promo-
tion in the market. Both Burger King
and Teenage Mutant Ninja Turtles are
strong brands in the marketplace, so
it was a natural fit to join forces for
this campaign.We are thrilled at the
success of the partnership and look
forward to working with Burger King
in the future.”
Ivan Shestov, Head
of Marketing, Burger
King Russia, added,
“For us, the part-
nership has already
grown into a real
success because of three things: 1.
It used a rejuvenated international
kids brand with a heritage that is
recognized and beloved by kids; 2.
It used multiple channels and active
employed digital communications; and
3.The timing was smart, right before
the release of the Teenage Mutant
Ninja Turtles movie in August 2014.”

32
Brand Licensing takes place
from the 7-9 October 2014, at
Olympia, London.
Brand Licensing Europe 2014 is offi-
cially the biggest in its 16 year history,
featuring around 235 exhibitors of
which over 55 are new.
Retailers, licensees, brand owners
and more will gather from around
Europe and the rest of the world to
see the latest brands, characters and
images available for license, create
new partnerships and network.The
world’s leading consumer brands will
be there, including fashion, character,
food, drink, sports, publishing, lifestyle
and celebrity.
This year’s new exhibitors span cat-
egories including sports, entertain-
ment, heritage and fashion. Just some
of the new faces include: BANDAI
NAMCO Games Inc, Boj, Chelsea
Football Club, Games Workshop, In-
ternational NewYork Times, National
Museum of Royal Navy,Team GB,The
Jim Henson Group, UEFA Euro 2016
andVon Dutch.
Darren Brechin, BLE Event Director,
commented:“The 16th annual Brand
Licensing Europe event has already
surpassed our expectations.As we
welcome back many loyal exhibitors,
it’s encouraging to see so many new
faces attending the show and feel this
growth is a strong reflection of the
stability of the licensing industry as
whole.”
Twelve free-to-attend workshops,
seminars and panel discussions taking
place in the Licensing Academy.
on the road to Rio, from licensing to
events and everything in between.
Leah Davis, Head of Marketing at the
BOA said,“Team GB has been on a
fantastic journey in the last few
years, both on and off the field of play,
but there is much more to come.
We’re looking forward to sharing
the story of our journey with the
delegates at BLE and talking about
some of our exciting plans on the
road to Rio 2016 and beyond.We are
a pretty unique sporting brand in that
Team GB brings people together and
if you put that alongside the Olympic
Games, there are exciting opportuni-
ties ahead.”
BLE event director Darren Brechin
said,“It’s very exciting for us to wel-
come a brand that carries with it
such warmth, strength and opportu-
nity.We all saw what was achieved
with the brand around London
2012 and I’m looking forward to
hearing Leah and Simon talk about
the next chapter in its history.”
Brand Licensing Europe is supporting
the launch of an innovative charity
event, raising awareness of table ten-
nis as an effective therapy for those
suffering from Dementia, by hosting a
themed ‘Table Dennis’ championship
at the show in partnership with prop-
erty owner DC Thomson Consumer
Products, Bounce Alzheimer’s Therapy
(BAT) Foundation and Table Tennis
England (TTE).
Championship players from Table
Tennis England, together with sports
personalities and celebrities, are in-
vited to take part in demonstration
matches throughout the show.
Team GB has been announced as the
Keynote Speaker, on Tuesday 7 Octo-
ber at 13.00.
Leah Davis, Head of Marketing for
Team GB at the British Olympic As-
sociation, and Simon Massie-Taylor,
Commercial Director at the British
Olympic Association, will tell the BLE
audience the story of ‘Team GB’
from Beijing to London, explaining
how London 2012 was a ‘game-chang-
er’ for the BOA and how it has
built and maintained an active fan
base.They will share the vision for
what happens now for Team GB
and outline the key opportunities
Over 280 leading
brand owners, more
then 2200 of the
hottest brands and
9000+ licensing
professionals
The Biggest
In Its 16 Year History
07-09 October | Olympia | London

33
EXHIBITORS HIGHLIGHTS
Bulls Licensing and Moomin will
exhibit this year, with the Moomin
movie set to hit the big screen in
October.Tove Jansson, creator of
Moomin would have been 100 years
old in 2014, so celebrations are taking
place around this.
There is also a new Moomin web-
shop, and Uniqlo’s Moomin range has
seen success since it launched.
Euro Lizenzen, in corporation with
the Geddes Group, continues to de-
velop a successful licensing program
for the Anne Geddes brand in Europe.
A series of new themed images (“Un-
der The Sea”) have been released
early summer, setting the stage for
further releases.
“Numerous licensees bring Anne
Geddes’ licensed products on
the market.The selection of
product spans from baby CDs to
apparel and footwear, cosmetic
care for expecting mothers and
newborns, confectionery and
back-to-school” says Günter
Vetter, Managing Director of
Euro Lizenzen. He adds:“We
have been recently appointed by
Geddes Group to develop a new
publishing program in Europe.The
high iconic imagery of Anne Geddes
allows a great deal of exciting oppor-
tunities for publishers.”
Radio Days is another partner of
Euro Lizenzen, as is Forever Friends,
and Euro Lizenzen sealed a deal for
women’s underwear and nightwear
with the Dutch company Saborn, and
plans to extend the range to home
linen, baby & nursery products, arts
& crafting, gifts, publishing, calendars,
toiletries, confectionary and more.
INK will be showcasing Subway Surf-
ers and Masha and the Bear.
Masha and the Bear is the Russian
animation that, with Ink’s help, is
now going global.The next stage in
the process will see Ink capitalising
on broadcast success by taking the
brand into the consumer products
field through a global network of sub-
agents. Masha and the Bear has licens-
ees such as Kinder, Egmont, Orkla
and Ferrero which have generated
over 1000 individual SKUs, demon-
strates the potential for merchandis-
ing growth.
Silentnight, the National Gallery,
Hinchcliffe and Barber,The Wisdom
of Kids, Gem Fairies, iDoo-B-Doo and
Loose Leashes lead JELC’s line-up.
The portfolio of partner company
Brand Extensions Russia (BER) will
also be on display at the JELC stand.
JELC will be managing the campaign
for The National Gallery and also
working on the expansion of the gal-
lery’s highly popular food and drink
range, Delicious Art.
iDoo-B-Doo is a ‘Make & Create’
brand for girls.The initial licensing
focus is on greetings cards, arts and
crafts, publishing, stationery and ap-
parel, through both arts and crafts
and general retail.Television and
publishing deals are already in the
pipeline to accompany the books and
website.
In the US, prints from Ron Schmidt’s
branded line of fun and witty con-
ceptual dog photographs — branded
Loose Leashes — have already gained
a following and secured a range of
licensing partners that include Ran-
dom House, Sunrise/Hallmark, RSVP
and Woodmansterne.At BLE, JELC is
taking this line to dog-lovers, initially
through stationery, gifts, homewares,
pet products and accessories.
The m4e Group will present its ros-
ter of brands such as Lizzie McGuire,
Mia and me,Tip the Mouse, Moomins,
Miffy, Rainbow Fish, Conni and Some-
thing Else.
The company controls Tex-ass Textil-
vertriebs GmbH,Telescreen B.V., m4e
Television GmbH, the joint venture
companies Lucky Punch GmbH and
YEP! TV Betriebs GmbH & Co.KG, as
well as m4e Licensing & Merchandis-
ing, a full service agency/division that
represents entertainment and lifestyle
brands such as Beyblade or Little
Princess.
Outfit7 will showcase licensing and
retail opportunities for its flagship
entertainment franchise,Talking Tom
and Friends.
At the show, Outfit7 will share news
of its expanding global licensing pro-
gram and upcoming content slate that
will substantially boost the profile of
Talking Tom and Friends to further
position it as a household entertain-
ment brand.
New animated shorts onYouTube,
continual app updates and a burgeon-
ing licensing program has enabled
Talking Tom and Friends to remain
consumer-centric, offering its
global fan base both new con-
sumer touch points and fresh,
engaging content.
Rovio Entertainment Ltd. will
feature a consumer-focused line-
up that includes the launch of
Angry Birds Stella,Angry Birds
Transformers collaboration with
Hasbro, season two of Angry
Birds Toons,Angry Birds Stella
animated series and a strong list
of licensing partnerships worldwide.
Angry Birds Stella, released in Sep-
tember as a mobile game with sup-
porting line of Telepods from Hasbro,
is a new brand that introduces new
characters and story to the Angry
Birds universe.
In consumer products, Rovio has
been strengthening its team with in-
dustry veterans across all geographic
regions and focusing on signing new
partners, expanding the business and
continuing to grow the Angry Birds
brand.
Studio 100 will be showcasing its
global animation brands; Maya the
Bee, Blinky Bill and Heidi.The Studio
100 team will be promoting its first
venture into cinema, Maya the Bee:
Movie, as well as looking to extend
the portfolio for the CGI TV Series’
of Blinky Bill and Heidi.
UEFA Euro 2016 will showcase 24
teams, and display its official licensing
programme at the show.

34
In order to answer, we first must
define “that job” for a specific set of
circumstances, since one definition
does not fit all circumstances. Just
as there is no such thing as a motor
vehicle that satisfies every driver’s
need, so there is a range of condi-
tions of IP’s and needs of IP own-
ers that must be factored into the
choice of who handles licensing.
Whether a person is employed by
the IP owner to handle licensing or
is an independent contractor, such
distinction has little effect on the job
he or she does -- or is supposed to
do -- and the relative level of com-
pensation. For purposes of this ar-
ticle, all people engaged in licensing
on behalf of an IP owner, whether
employed or independent, are re-
ferred to as “agents.”
Some licensing agents are underpaid
because the IP owner undervalues
the importance and value of licens-
ing. On the other hand, some li-
censing agents are overpaid because
they are not rendering “full service”
licensing -- whether the reason is
inability, inexperience or simple lazi-
ness.
The problem created by this wide
variety of circumstances and knowl-
edge is the difficulty an IP owner
who is not experienced in licens-
ing has in determining the value of
licensing to the respective IP and to
find an appropriate licensing agent,
to trust that person and to feel con-
fident that the compensation is com-
mensurate with the job being done.
As for those being overcompen-
sated, they hurt the reputation of
agents, in general, leading IP owners
to feel they are not getting a fair
deal, and making it more difficult for
good agents to command the re-
spect and reward they truly deserve.
On the other hand, overcompensat-
ed agents lower the bar of expecta-
tions as to what an IP owner should
expect, making it easier for the truly
good agents to look spectacular.
The mall analogy seems to have
worked, so we will use it again. To
refresh: A mall with an anchor ten-
ant that can attract tenants to fill the
vacant space is similar to an IP the
primary goods or service of which
are the “anchor tenant” that at-
tracts licensees. The goal of the mall
owner is to maximize the value of
all the space in the mall, not just the
anchor tenant; just as the goal of an
IP owner is to maximize the value of
the IP, not just the primary goods or
service related to that IP.
When prospective tenants call to
inquire about space, who do they
reach? In an extreme case that is
unlikely to occur but serves the
purpose of this analogy, there may
be no one other than someone who
works for the anchor tenant (e.g., an
accountant at a department store).
That person, the so-called “leasing
agent,” may have been chosen for no
reason other than he or she volun-
teered or because a superior made
an arbitrary assignment. This agent
may have no expertise in leasing and
may perceive the assignment as an
annoyance and interference with his/
her principal job functions. More-
over, if such agent’s compensation
is based on the performance of the
employer (i.e., the anchor tenant),
then he/she will care little how much
space is leased to tenants or their
success.
Just as the mall owner in the fore-
going extreme case places little
value or importance on the mall
space outside the anchor tenant, so
many IP owners consider their IP
an insignificant asset, and either do
not address licensing at all or assign
someone within the firm to add
“licensing” to their job description,
with no experience or basis for that
assignment. In most cases, such IP
owners are correct that their IP has
little value outside of the principal
goods or service. In fact, a related
problem is the IP owners who think
their IP is worth more than it really
is; but that is a topic for future dis-
cussion. For purposes of this article,
IP’s that really do have value are the
object of our focus.
Contrary to the extreme case just
described, most mall owners either
employ or engage one or more leas-
ing agents whose sole responsibility
is leasing. Such agents take the in-
formation provided by the mall own-
er and memorize it or put it in a file,
so that when a prospective tenant
walks in, the appropriate informa-
tion can be parroted or pulled out
of a file. This somewhat cynical de-
scription is not meant derogatorily,
only to suggest, as an observation,
that most leasing agents are reactive
-- not proactive, and do not require
extensive experience to simply field
inquiries and pass them on to the
brand owner. For a mature mall,
one that is fully leased with estab-
lished tenants, this may be all that is
needed. However, for an immature
mall -- one that may have only an
anchor tenant and few, if any, estab-
Are Licensing Agents
Doing Their Jobs?
by Jeff Stoller
What is reasonable to expect from a licensing agent and what
should be paid for that job?

35
lished tenants -- a more proactive
and sophisticated approach to leas-
ing may be beneficial, if not neces-
sary. It is, in fact, the immature mall
that offers the most upside potential
because of all the vacant space.
Similarly, some IP owners will put
together some information about
licensing, engage either an employee
or independent person or firm, and
let them respond to inquiries. For
the most part, their principal re-
sponsibility is to repeat the informa-
tion correctly and not turn off the
prospective licensee.
A truly valuable mall leasing agent
would:
(a) Create a comprehensive leasing
program (not just the information,
but also the strategy, target audi-
ence, marketing plan and long-term
support plan),
(b) Not only respond to inquiries
but also find or help generate appro-
priate tenants, and
(c) Meet with tenants to say, “I have
some ideas how to help you build
your business” and ask, “What can
the mall do to help you build your
business?”
That is also what a truly valuable
licensing agent could do.
How can an IP owner tell whether
a licensing agent is what is either
wanted or needed? Of course,
there is not one “right” way, but
here are 4 suggested steps to filling
such a position:
1. The IP owner should examine his/
its own expertise in licensing and
ability to devote the time, effort and
resources to realistically determine
the present state of the IP and its
potential. Is the IP owner looking to
engage someone to create licenses
or to create a complete licensing
program?
2. The candidate must have good
communication skills and a non-of-
fensive personal presentation. If the
IP is “mature,” as described above,
less specific experience may be nec-
essary for a reactive position to, as
stated above, field inquiries and pass
them to the owner. If, on the other
hand, the IP is immature and has
few licensees or an uncertain, little
known or non-existent “persona,”
more experience may be required
for a proactive role in creating a
licensable property.
One mistake to avoid here as in any-
thing, is assuming that if someone
has done a particular task, he/she
is capable of managing others to do
similar and/or related tasks. Some
people are, in fact, capable, but it
would be like taking a successful first
baseman and assuming he can man-
age the team simply because he was
a good first baseman.
The same is true of licensing: Just
because someone has owned a busi-
ness that is or could be a licensee
does not mean he is capable of
creating a comprehensive licensing
program, understanding the nuances
of other people’s businesses in dif-
ferent markets, and working with
those people to sign them up and to
benefit their businesses as well as
the IP.
3. Ask the candidate or firm to write
his/her/its own job description. For
a reactive position, a job description
that says only “Respond profession-
ally to anyone who is interested in
a license,” may be satisfactory. But
for a proactive position that requires
the candidate’s input into creating a
comprehensive licensing program, a
description of how and where new
licensees will be found and selected,
and an on-going interaction with the
licensees to help build their busi-
nesses -- which increases royalties,
will be more interesting.
4. For a proactive position, the
candidate’s desire and knowledge
to help your “tenants” or licensees
build their business is good, but a
higher degree of experience and
ability is required for this position as
compared to a reactive agent. Does
the candidate have the knowledge
and experience to help licensees in
their respective businesses, without
which the candidate will be unable
to come up with ideas to assist such
businesses or have the understand-
ing to address in a positive manner
the ideas and requests of the licens-
ees?
Once you have found the person (or
firm) that satisfies the specific need
and state of your IP, you can make
a more intelligent determination as
to appropriate compensation. After
all, it would be a waste to save mon-
ey to buy a compact car when what
you really need to do the job and
get positive results is a truck; just as
it would be a waste to get a truck
when all you need is a compact.
As well as being an attorney and accountant, Jeff Stoller is one of the most experienced executives in the
hospitality/entertainment fields, having been an owner, operator, executive and consultant, with more than
20 years in product and brand licensing. He is presently Director of Global Club Licensing at FriendFinder
Networks, one of the largest adult entertainment companies in the world and publisher of the world-
famous Penthouse Magazine, where he is in charge of licensing Penthouse hospitality venues – nightclubs,
bars, resorts, casinos and retail stores – as well as other individual categories (including live entertainment
such as Penthouse parties and golf tournaments) around the world.
Stoller created the licensing program that now has him overseeing venues throughout the United States and
as far away as New Zealand and Russia, with others under development in Asia,Australia, South America
and Europe.

36
Every country has its own local and,
sometimes very old, brands. Some of
them are still in local hands, but most
of them today belong to overseas
companies. It is a very great pity, but
on the other hand it is better that
they exist supported by a foreign
owner than not existing at all.
What happened to the coffee brand
“Murzynek”, the only natural coffee
beans available in the Polish market
for decades before the political
changes?
Did the producers lose the
opportunity to build a really strong
position for the brand, before global
brands came into the market? Maybe
the lack of competitors was the
brand’s downfall. I personally think
so as Murzynel was a better known
brand then Coca Cola during this era.
Hortex did not miss the opportunity
to not only survive but even make
the brand stronger.This leading
producer who focuses on juices and
non-carbonated soft drinks as well
as frozen fruit and vegetables began
its success story back in 1944.Their
products can be found in 90 000
shops in Poland and also in many
other markets. Every Pole aged 40 or
more, could not imagine his or her
childhood without a glass of Hortex
juice.
A hundred years before Hortex
appeared, a Warsaw resident named
Wedel, started production and
sales of chocolate bars.Their first
chocolate shop was opened in
Warsaw in 1851. Over the years, the
Wedel family expanded the business
and quality of the product.Today,
despite some turbulence over the
years, the “E.Wedel” logo is still a
mark of great quality and taste.
The awareness of the brand is
proved by the stories that after
WW2 the socialist government not
only illegally took over the company
from the Wedel family, but changed
the company name to “Zaklady
22 Lipca.” However, the export
department of the new company
could not sell anything overseas using
the new logo.As a result, they add
the old “E.Wedel” logo and exports
returned.Today Wedel is owned by
Japanese capital, but is still creating
great products and an unforgettable
chocolate taste.You can check the
quality of the product in special shops
or via chocolate fountains located
across Poland. (Picture, website:
http://www.wedelpijalnie.pl/pl/oferta).
Food generally was, and still is,
one of the categories of which
Polish producers can be proud. For
many years the Polish vodka brand
“Wyborowa” was leading export
product into Western Europe.Today,
the brand is still considered to be
one of the best vodkas in the world.
Zubrowka is sometimes known
as BisonVodka from the Bialystok
distillery. Polish beer brand “Zywiec”
has, since 1956, been considered the
best local beer and is hugely popular
overseas, winning a number of
international prizes.
All above mentioned beverages are
very much linked to local natural
resources.The history of the pasta/
By JanuszTarasiuk
JANTAR PROJEKT
jantar@jantarprojekt.pl
Polish Brands
A Market Overview

37
noodle producer “Lubella” goes
back to the end of the XVI century.
Currently the brand is developed
by the great Polish food producer
Maspex Wadowice. Even though
macaroni is not a speciality of Poland,
the country is proud of the quality
and taste of the products.
It may be strange, but apparel
producers in Poland could also have
something to tell about brands.
The country has never had world-
renowned or famous designers
but, recently, even that seems to
be changing. Manufacturers such as
“Vistula”,“Wolczanka” and “Bytom”
are today proud of the quality of their
products and their position on the
international market.
Among others, fashion brands are
also represented by the Polish leather
accessories producer “Batycki” from
Gdansk and “Rylko” from Kalwaria
Zebrzydowicka. Both producers
are known for their high quality
and excellent designs.“Inglot” the
cosmetic company’s success story
was mentioned in a previous article.
Totally a different category of
Polish brands is represented by oil
company “Orlen”.This fuel producer,
distributor and retailer is one of the
biggest companies in the region and
the biggest supplier of national GDP.
Of course, I could never mention all
the brands that deserve to be talked
about here.
Generations of Poles have worked
on building success for companies
and brands that Poland can be
proud of. This article is dedicated
to those people who through hard
work have built today’s Polish brands
into success stories, despite all the
political and historic difficulties and
issues that have affected the country
over the years.

Total Licensing New Europe - Autumn 2014 issue

Total Licensing New Europe - Autumn 2014 issue

Recommended

Recommended

More Related Content

What's hot

What's hot (6)

Similar to Total Licensing New Europe - Autumn 2014 issue

Similar to Total Licensing New Europe - Autumn 2014 issue (20)

Recently uploaded

Recently uploaded (20)

Total Licensing New Europe - Autumn 2014 issue