Cartoon Network: The Power of Kids Licensing
•
1 like•1,040 views
Презентация на конференции Секреты детского маркетинга, 2010
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (17)
Similar to Cartoon Network: The Power of Kids Licensing
Similar to Cartoon Network: The Power of Kids Licensing (20)
More from Oleg Ulyansky
More from Oleg Ulyansky (20)
Recently uploaded
Recently uploaded (20)
Cartoon Network: The Power of Kids Licensing
- 1. The Power of Kids Licensing Jason Rice, Licensing Director
- 2. Russia Market Overview? • Transitional period for Russia market • Russia is now becoming a serious contender in the global market of licensing and merchandising: Increasing purchase power Changes in consumer behaviour Accelerated development of TV and other mass media • Retail turnover has exceeded $400billion per year over the past five years • In 2009 the Russian children’s market increased by 16% up to $10billion with growth of 13 to 16% predicted over the next five years Comcon 2009
- 6. Cartoon Network Russia Branded Prime Time CN Blocks on TV3 launched October 2009 and Ren TV CN Microsoite on Tvidi.ru, largest Dedicated CN website launching late Russian Kids Web Portal Autumn 2010
- 7. A Franchise Management Approach • Co-ordinated roll-out across markets – TV, Syndication, L&M • Shared content, assets and timings • FM process ensure we create and source best brands through pooling resources across EMEA • Reduces costs and maximises commercial upside
- 10. A Quick Case Study….
- 11. Show Essentials • Created by Craig McCracken • 3 Emmy nominations - 1999, 2001 & 2004 • 78 half-hour episodes • Primary Show audience = 4- 12 yr old girls
- 13. Brand Segmentation Designer Marcus Lupfer/Selfridges Girls 13-25 Tom van Lingen/ Colette Brand Driver La Casita de Wendy/ EKS High Street Bershka Girls 13-25 Topshop Revenue Driver Pimkie Clockhouse High Street/Mass Adams Girls 4-12 ECI Revenue Driver C&A
- 15. Bags & wallets
- 17. Accessories & Personal Care
- 19. Adidas - Shoes
- 20. Bershka
- 21. Gaudi Catwalk - Barcelona
- 22. Gaudi Catwalk - Barcelona
- 24. Branded Environments & Live Entertainment Pop-Up Cafes Retail Parks THEMED ATTRACTIONS Appearances Mini Shows Interactive Stage Events LIVE
- 28. Extend your brand across key consumer touch-points National National Online Online Video Video Publishing Publishing Promotional Promotional Campaigns Campaigns Game Creator Game Creator Games Games Expansion Expansion Licensing Licensing iPhone iPhone Personal Personal Channel Channel Live Live DVD DVD Show Show Apps Apps appearances appearances Events Events
- 29. Infrastructure…
- 31. Tertiar y Example: Decide Your Secondary Primary Toys Product Strategy Publishing BTS Gift & Novelty Primar Secondary Apparel y Accessories Footwear Sporting goods Accessories Homewares Tertiary Consumer Electronics Interactive Pet Accessories
- 32. Retail Strategy High - End Mid High Street/ Mass
- 33. Direct to Retail Model • Bespoke retail licensing programmes • Allows us to build long-term relationships with key retail partners • Enables our licensing programmes to get to market quickly and establish desired in-store presence • Creates compelling destinations for our brands and our retail partners in consumers’ minds
- 37. Premiere Screenings Alien Swarm Premiere Screening Moscow, 6 Dec 2009
- 38. Kids Events….
- 40. 2006 2008 2009 2010
- 42. CN Studios Co-Production Acquisition
- 43. And finally….
- 46. Cпасибо! Jason Rice, Licensing Director