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![Research, Analysis & Contacts To
www.epmcom.com Build Profitable Licensing Programs
The Licensing Letter
TLL
MAY 3, 2010
Vol XXXIV, No. 9
THE
The indispensable tip sheet for savvy executives — and the leading LICENSING
LETTER
resource in the licensing business for news, numbers, and names. No fluff, T H E D E F I N I T I V E S O U R C E F O R D ATA , A N A LY S I S , N E W S A N D C O N TA C T S S I N C E 1 9 7 7
no ads. Just the information you need to perform Augmented Reality And What It Means For The Toy
Industry: Will It Hit In Licensed Toys, For 3-D Films?
With the number of 3-D movies seeming to
increase exponentially with each new release,
wait and see approach. “When you first see AR,
it’s absolutely super cool, but I’m not quite sure
Inside
at your competitive best:
and with the consumer electronics industry try- how kids will really play with it,” says Carlin This Issue
ing to push 3-D into the home, what are the West, 4Kids Entertainment.
prospects for licensed 3-D toys, books, card “I have seen what Topps has done with its Fashion Licensing
games and other products incorporating the cards, and how images come up on screen and Down 13% With Home
Furnishings, Jewelry
technology known as Augmented Reality (AR)? move around and do things, but I’m not sure it’s
Taking Hits ....................4
There is definitely buzz about Augmented really a play pattern; I don’t know if it gives the
The only widely accepted retail sales data for the licensing business
Reality in the toy, publishing, and entertainment kid that much extra value.” As previously report- Licensing News ............5
industries. Back at this year’s Toy Fair, one ed, Topps has had success with its Disney Club Contacts &
attendee went so far as to say he has “seen the Penguin cards, which are interactive with the Connections................10
future of toys and it is Augmented Reality.” children’s virtual world website.
But whether AR is the “flavor of the month” or As West points out, one of the hottest toys International Contacts
& Connections............11
has real potential for becoming a mainstay of the on the market of late is “a wind-up hamster.”
worldwide
toy aisles remains to be seen. Items like $1 Hot Wheels have also been driv- Who’s News.................12
Broadly, AR involves a product such as a card ing volume.
or toy connected to a webcam that allows an Continued on page 12
image to be viewed in 3-D form on a monitor. At
this stage, AR offers more promise than actual
product, but some speculate that it will trans-
KAZACHOK FORUM in short
form the toy industry — perhaps with 3-D tie-ins Licensing Outlook Positive In Have a property avail-
More than 100 contacts in each issue
to heavily licensed 3-D movies. able for licensing, or a
“There are traditionally two phases of tech-
Europe, With Growth On Horizon property recently
While no one we spoke to at the pan-European assigned or granted?
nology. The first, shock and awe, happens when
Kazachok Licensing Forum in Paris last month Send it to escardi-
everyone jumps on what is cool and different. no@epmcom.com and
The second, general acceptance, is when a tech- thought business would recover this year, most
we will include it in the
nology becomes mainstream and a part of every- believed the worst of the declines to be behind next possible issue.
them.
Early notice on new property availabilities
day life. It’s too early too tell what AR will do, but
I wouldn’t bet against it becoming mainstream,” For most, the forecast for 2010 is down some
says toy consultant Richard Gottlieb. more (but not the 20%-25% decline from 2008-
“[Augmented Reality] seems to have the 2009), with 2011 expected to be a stabilizing year
potential to become mass market in the not-so- before growth returns in 2012.
distant future,” says Greg Davis of Total Immer- From a property standpoint, Kazachok is
sion, a company focused on integrating AR heavily entertainment and publishing-centric,
Exclusive industry surveys
technology into new platforms. “As [AR] contin- though we met with manufacturers from across
ues to develop, new methods of tracking this a wide array of product categories as well as
paradigm will change dramatically, providing a licensors and agents, and the outlook was con-
playground that seamlessly combines the virtu- sistent — and upbeat. A retail presence was also
al with the physical world.” significant.
Certainly AR is novel and exciting, but others Despite the on-going travails, the mood was
question whether it will have a run beyond the very optimistic. Those who have survived the
International coverage
© 2010 EPM Communications,
novelty factor. As one licensor says, “I just don’t near-worldwide recession (Brazil keeps coming Inc. All rights reserved.
see what’s fun about it right now.” up as the main exception, though with Poland so May not be reproduced in
whole or in part without
Many experienced toy licensors are taking a Continued on page 3 consent of the publisher.
Stay up-to-the-minute on which properties have been assigned, renewed,
and made available…licensing trends…the latest on agents, property owners and manufacturers.
22 issues per year, $467.
International Licensing: A Status Report, 6th Edition
TLL’s exclusive data revealing retail sales of licensed merchandise in 40
countries is your roadmap to future growth. Use the 125 charts and analysis
INTERNATIONAL of the retail and media infrastructure in each territory to develop new market
LICENSING entry strategies or fine tune existing arrangements.
A STATUS REPORT 6th Edition
Included are:
Retail sales of licensed merchandise by country and property
By Karen Raugust
Retail sales of licensed merchandise by country and product category
Per-capita retail sales of licensed merchandise
Special Projects Editor
TLLTHE
LICENSING
LETTER
Produced By
Shares of entertainment/character, sports, fashion and corporate trademark
licensing by territory
Market snapshots with key demographic and media penetration data
Need-to-know trade, economic status, and political environment factors affecting licensing
Published June 2010, approx. 225 pages. $2,195 ($1,995 for paid subscribers.)
Licensing Business The Licensing Letter THE
Handbook Royalty Trends Report LICENSING
LETTER
This comprehensive introduc- This inside look at creative
tion to licensing provides you royalty, guarantee and advance
ROYALTY
TRENDS REPORT
with the tools to build new strategies will help you initiate By EPM Communications, Inc.
revenue streams and profit win-win licensing agree-
Publisher of
centers. Used by corporations ments. Use 10-year
The Licensing Letter
Royalty Trends Report
to train newcomers and edu- trendlines and sector- 2010 2010 Edition
JPEGs
cate clients, by individuals by-sector analysis to
developing their first licensing programs, and as a structure realistic and fair
EPM Communications, Inc.
19 E. 21st St., #303
New York, NY 10010
212-941-0099
info@epmcom.com
www.epmcom.com
© 2010 EPM Communications, Inc.
textbook by major universities. Includes 300+ term licensing deals that foster
glossary, FAQ, and model for constructing a five genuine partnerships between T
year business plan. property owners and manufacturers. Includes 2
Seventh edition, 276 pages, $69.95 ($63.95 for paid sub- FREE copy of .jpgs for 35 graphics ready to drop
scribers). into your proposals, reports, and presentations. E
Published May 2010, 60 pages. $319 ($219 for paid sub-
scribers).
EPM Communications, Inc. • 19 W. 21st St., #303, New York, NY 10010 • Phone: 212-941-0099, Fax: 212-941-1622
info@epmcom.com • www.epmcom.com
38](https://image.slidesharecdn.com/lne2010guidelowres-110319165616-phpapp02/85/LicensingNewEurope-2010-GUIDE-40-320.jpg)
![Special Edition Licensing New Europe
Global Sales of Licensed Merchandise vides deep data on licensing in 44 countries by
Grow Your Continued from page 1 property type and product category, and
Emerging includes extensive analysis of global licensing
tively recently. Now, DTR is a trend-in-the-mak- and retailing trends. For a complete table of con-
Markets ing just about everywhere there is a large-scale tents and exhibit list, see www.epmcom.com/intl
Licensing retail infrastructure and a competitive retail or speak with Ira Mayer or Riva Bennett at THE
Programs environment. LICENSING LETTER booth at Licensing New Europe.
Retail Consolidation. A few years ago it looked
as though there would be a wholesale globaliza-
tion of the retail community. That hasn’t hap-
INTERNATIONAL pened, though the largest retailers do continue Augmented Reality
LICENSING to expand (see separate story this issue). On the Continued from page 1
A STATUS REPORT 6th Edition
one hand, Auchan, Carrefour, H&M, Tesco, Toys
R Us, Walmart and Zara went from 15,851 stores Here is how AR is making its way into the mar-
By Karen Raugust
Includes
Special Projects Editor
TLL THE
LICENSING
in 2007 to 18,516 as of the first quarter of 2010. ketplace in products and promotions:
That’s a gain of 17% in those chains in roughly Improved Action Figures. Mattel and Total
LETTER
29 spreadsheets
Produced By
with key data
by region and two and a half years —right through the reces- Immersion introduced a line of action fig-
country sion. But far more doors have been closed due to ures based on 20th Century Fox’s Avatar in
DID YOU bankruptcies, receiverships, and mergers than fall 2009. The collection, called iTag Set,
KNOW: have been opened. started with an initial 25 SKUs and was fol-
• Brazil accounts for Globalization Of Properties. Thanks largely to lowed with an additional 15 SKUs for spring
48% of the market the Internet, exposure for new properties means 2010. Similarly, SpinMaster’s Tron Legacy
for licensed a global stage if you catch the right Impulse Projection Figure has a 3D face
merchandise in viral/marketing wave, especially if it’s a movie that displays lifelike features.
Latin America. being released simultaneously around the world, Point-of-Sale. Lego and its AR partner,
• Retail sales of or a sports event or fashion label for which there Metaio, are using AR on toy packaging. Kids
licensed merchan- is a global stage. Also contributing: retailers hold a package to a screen to see what the
dise in mainland expanding across borders and licensors having completed project looks like in 3-D. This
China grew 8.6% worldwide strategies. Lego Digital Box is currently available in all
2008-2009. Digital Media. Digital media are increasingly Lego retail stores.
• Small shops known important as sources of new properties and as a Beyond The Printed Word. Kids’ books
as Kirana generate means of selling merchandise that might not “come alive” with animations, sound, and
95% of all retail work at traditional retail. video clips when placed in front of the web-
business in India. More Home Grown Properties. Concurrently, cam, says Metaio’s Lisa Murphy. “[It] really
Use International because licensors and licensees in many coun- teaches the kids the topics.” Metaio and
Licensing: A Status tries are more aware of and sophisticated about ArsEdition recently introduced an interac-
Report to develop licensing, there is a strong pull toward home- tive 3-D book, “Aliens & UFOs,” which
market entry grown properties. This contributes to a greater transforms 2-D pictures into 3-D. Animated
strategies and grow variety in the types of properties that are suc- films Nine and Coraline both issued AR-
existing licensing ceeding, as do global licensors entering new mar- enhanced trading cards allowing users to
programs around the kets that were formerly more homogenous. interact virtually with film characters.
world. In markets where entertainment, sports, or Topps and Total Immersion offer 3-D Live
fashion may have once dominated, the degree is trading cards for Major League Baseball
less pronounced, and other types of properties and the NFL.
www.epmcom.com/international
are extending their reach. Virtual Theme Parks. Total Immersion has
A part of this is attributable to the necessity worked with Six Flags Theme Parks on sev-
Subscribers for some licensors to work with more niche eral interactive games, including Professor
pay just $1995 properties than they would have a few years ago Keaney’s Xploratorium. Metaio teamed
to compensate for business lost over the last two with Universal Orlando for an AR promo-
SAVE
years. A similar trend is in evidence for manu- tion providing a 3-D-enhanced tour at the
$200
facturers. new Harry Potter world.
($2195 for More Uniformtity In Strategy & Product Mix. Food Tie-Ins. The general consensus among
(212) 941-0099
others)
This is not to say there’s one “licensing factory” those in the restaurant industry is that in
for the world. There isn’t, and the differences addition to a toy, premiums need a digital
country-to-country and territory-to- territory are element to appeal to families. McDonald’s
both profound and a cornerstone of the licensing has been the first to offer AR premiums
business. with McD Vision, a global promotion tied to
International Licensing: A Status Report, pro- Avatar that ran in 40 countries.
4 TLL THE LICENSING LETTER w w w. e p m c o m . c o m
90](https://image.slidesharecdn.com/lne2010guidelowres-110319165616-phpapp02/85/LicensingNewEurope-2010-GUIDE-92-320.jpg)
Uploaded byGoran Kernyak
LicensingNewEurope 2010 GUIDE
The document discusses the Licensing New Europe 2010 Show and Conference, focusing on the opportunities in the licensing industry in the New Europe region. It emphasizes the potential for growth and collaboration among professionals, brands, and markets in licensing to enhance profits and market share. The text serves as an invitation for stakeholders to participate and innovate in licensing as a strategic marketing tool for their businesses.
LicensingNewEurope 2010 GUIDE
- 2. The Simpsons TM& (c) 2010 TWENTIETH CENTURY FOX FILM CORPORATION. ALL RIGHTS RESERVED. For licensing opportunities visit stand d4 Or contact Fox Consumer Products foxlicensing.europe@fox.com Local Agent Kidz Entertainment/EEMC info@kidz-entertainment.com
- 3. Welcome! Dobro došli! F D or the second year in the ter market score, a “standard” one or rugu godinu zaredom Licensing New Europe 2010 Show & row the major international the one using licensing as a tool? Lijepa naša je mjesto Conference nije samo naša companies and top okupljanja jakih zajednička prilika da iz prve ruke professionals from the Licensing New Europe 2010 internacionalnih kompani- čujemo i kroz interakciju s emninet- Licensing industry will Show & Conference isn’t only our ja i vrhunskih nim profesionalcima naučimo kako gather in the Republic of Croatia. chance to gain relevant information profesionalaca iz sfere rada i trgovine ćemo na najjednostavniji način Like in the old Croatian saying “There from the world class professionals s licencnim pravima korištenja upregnuti licenciranje da bih smo is everything from the needle to the thru the interactive communication. poznatih brendova, stvarnih osoba, ostvarili korist za svoje proizvode i locomotive.” virtually there is not a Before all it is a „two-way street“ animiranih likova, umjetničkih kompanije, već je prije svega single product on the world communication platform for the dijela, naziva i imena ... na najrazličiti- „dvosmjerna ulica“ za ravnopravnu that may not gain benefits from the presentation of our own markets, jim vrstama proizvoda. prezentaciju naših i stranih synergy effects of the licensing in goods and services and for exchange Kao u uzrečici „od igle do lokomotive“ roba i usluga i razmijenu specifičnih order to generate profit or increase of the specific knowledge from the gotovo da i ne postoji proizvod koji ne znanja s „obje strane stola“. the market share. „both sides of the table“ bi mogao kroz sinergijske učinke koje licenciranje u sebi nosi ostvariti profit U ime organizatora LNE 2010 Although the Licensing New Europe In the behalf of the Creata compa- ili povećati tržišni udio. tvrtke Creata, želimo vam uspješan 2010 is the second gathering of the ny, organizer of the LNE 2010 we are I to je jedna od čari ove idustrije. rad kroz ova tri dana našeg Licensing & Merchandising industry wishing you success during the next druženja kao i kroz cijelu narednu focused on the New Europe region, three days as well as during the entire Iako je Licensing New Europe godinu i pozivamo vas da se in reality it is only a beginning of the year ahead. 2010 drugo okupljanje Licensing & za godinu dana ponovno sastanemo entirely new economy branch. Merchandising industrije fokusirane na Licensing New Europe 2011 And we all are a part of it. We are inviting you to meet again next na regiju Nove Europe, zapravo je Show & Conference i razmjenimo year on the Licensing New Europe tek početak jer svi mi zajedno iskustva o postignućima koje smo If used properly this new economy 2011 Show & Conference to exchange učestvujemo i svjedočimo u stvaranju ostvarili. branch will help our domestic and our experiences about the nove gospodarske grane u našoj regiji. regional well known brands to expand accomplishments we have achieved. Gospodarske grane kroz koju će se to a new markets or to diversify their naši domaći i regionalni poznati Goran Krnjak Sergej Ivasović portfolio to a new product niches. brendovi proširiti na nova tržišta ili direktor izvršni direktor Also this new economy branch will Goran Krnjak Sergej Ivasović diverzificirati svoj portfolio na create a new momentum for our Managing Director Executive Director proizvodne niše u kojima nisu producers of the quality goods domicilno prisutni, a proizvođači and services to achieve significant kvalitetnih roba i usluga ostvariti jak business growth. rast poslovanja. We are aware that from the Svjesni smo da u trenutku u kojem perspective of the current econo- se nalazimo, pristisnuti globalnom i my momentum created by a domes- našom domaćom ekonomskom tic and global economy crisis these krizom ove riječi zvuče kao prazna words may sound phony. obećanja. Prekrasno je što je istina diametralno But the truth is quite opposite - and suprotna. that is the beauty of it. Licenciranje je jedan od izlaza iz Licensing is one of the ways out of the teškoća u kojima se nalazimo. problems that we are faced with. Ne vjeruje te? Zapitaj te kolege u You don’t see it that way? maloprodaji koji proizvodi imaju bolju Please ask our colleges from the retail prođu na tržistu, „uobičajeni“ ili oni business which products have a bat- koji već koriste licenciranje kao alat? 1
- 4. A Powerful L I Licensing Connection M power by association global power powerful information knowledge is power powerful savings 2 A 350 FIFTH AVENUE SUITE 4019 NEW YORK, NY 10118 P: 212.244.1944 F: 212.563.6552 WWW.LICENSING.ORG
- 5. TABLE oF CONteNt Welcome! Dobrodošli! Licensing is everywhere around us - Željko Krnjak, LIMA New Licenciranje je svugdje oko nas - Željko Krnjak, LIMA New Europe Europe Kazalo i impresum Everthing can be protected and sold Sve se može zaštiti i prodati LNE2010 Conference LNE2010 Konferencija ... Program ... Program ... Speakers ... Govornici Licensing as a marketing tool Licenciranje kao marketinški alat Interview with Mr. Ciaran Coyle, Beanstalk Group Razgovor s g. Ciaranom Coyleom, Beanstalk Group Croatia and the region have a big opportunity for growth Hrvatska i regija imaju veliku priliku za rast LNE 2010 Show LNE2010 Izložba Interview with Mr. Carl Lumbard, 20th Century Fox Consumer Razgovor s g. Carl Lumbard, 20th Century Fox Consumer Products Products Intro to the Brand Licensing - Mr. Pete Canalichio, Brand Licensing Uvod u licenciranje brendova - g. Pete Canalichio, Brand Licensing Expert Inc. Expert Inc . Glossary of terminology Riječnik engleskih pojmova What is the New Europe? Što je Nova Europa? The Licensing Letter The Licensing Letter Interview with Mrs. Maura Regan, Sesame Workshop Razgovor s gđom. Maura Regan, Seasame Workshop Powerful growth and market development of licensed products Snažan rast i razvoj tržišta licencnih proizvoda Interview with Mr. Yaakov Chai, VIPO Razgovor s g. Yaakov Chai, VIPO The importance of a strong quality, recognisable and characteristic Važnost jakog, kvalitetnog, prepoznatljivog i karakternog brenda brand LIMA - The International Licensing Industry Merchandisers’ LIMA - The International Licensing Industry Merchandisers’ Association Association List of properties Popis licencnih dobara Show floor & Conference floor plan Plan izložbenog prostora i prostora konferencije 3
- 6. Licensing is everywhere around us part of business of all the big film ic parts from the archives of our gal- Leading circles of the world`s studios (mostly Hollywood) and big leries and museums, for Dubrovnik licensing industry are seriously inter- TV stations. Interestingly, this part of as a historical destination, for the ested in New Europa and ready to business had long been in the shade, unique Geno suits, for the fascinat- openly share their knowledge and not even noticed by analysts and film ing history of Zadar as an area of the great experience. With them come industry experts. Licensing has only Maraska cherry and fine liqueur pro- their license programs. recently moved from the wing of the duction, for the red and white sports media and entertainment industry to kit (“squares”, “chess board”), for A chance for the creative the areas such as publishing, galler- Goran Ivanišević… This is an opportunity that should ies, museums, destinations, sports, or for the rose from Bulgaria, the be seized because with this knowl- non-profit organisations, big (not only babushka from Russia, to mention just edge and the necessary skills we can sport) events, celebrities… some of the main ones. Licensing can develop our own license programs have a good influence on the econo- and re-instate the necessary relations ŽELjKo KRNjAK, Representative LIMA or the new The changing of mindset my. Let us not forget that japan has with those who are on the world scene Europe, which represents an area of 35 countries Today, big manufacturers and corpo- built its whole economy on the strat- and who want to collaborate with us. o rations integrate licensing into their egy of licensing. Their example was Up until now our part of the world – ne of the most powerful core, into the very top of their market- carefully studied by Korea and it is and the whole of New Europa – repre- tools of marketing or a ing goals (core marketing goals). now a priority program of their eco- sented the so called grey zone for dif- lucrative business model? Licensing, like a franchise, is part of nomic strategy. A few other countries ferent license traders, and even today Can we also use it? What the mindset that has, up until recent- are on this trail. there are a lot of those in these parts good and which advan- ly, belonged to the so called devel- Licensing carries potential that is who pass themselves for more than tages can come from it? oped world, which had capital inter- extremely important for Croatia at this they really are. Licensing is everywhere around us ests as their main aim. This is the moment: licensed programs manage The first big step was made by and we are almost not even aware main reason why licensing is not so to endure the most difficult econom- organising the exhibition and confer- of it. This is the biggest proof of its wide spread in the rest of the world, ic conditions but are also attractive ence Licensing New Europe, last year breakthrough and success. This unique apart from privileged individuals or by their basic quality: a significant in Rovinj, which was a big surprise to concept was developed in the United small groups. increase in sales (licensed products the people from the licensing indus- States of America at the height of the In our part of the world, not only in sell at least 25 percent more than try and which has been organised Great depression. The first to use it southeast Europe but in all the coun- others). Besides this, on the mar- at their initiative this year in Zagreb, was Walt Disney, soon after the suc- tries “behind the iron curtain” – I call kets of the world the first to be recog- from the11th – 13th November. Also, cess of Mickey Mouse when it greatly them New Europa – a mindset was nised and accepted will be licensed the top world organisation LIMA has contributed to the increase of his fame, built with a completely different set products. Even a generic product with named a Croat for its official repre- expanding into completely new areas of values, so that favourite charac- added value of an interesting license sentative for New Europe, which holds and ensuring new sources of income. ters and themes from film will find its market 35 countries and represents a market Amain principal was installed: a and television or from much more easily. of 400 million people. We can now say popular character from the small and product packag- with pride that Zagreb is included in big screen was commercially surren- ing were not fol- the world map of important hot spots dered for usage to an interested manu- lowed by the of the licensing industry, with an idea facturer and applied to different prod- powerful sup- that it should become the centre of ucts, ensuring the demand and sales port given licensing for New Europe. of these products on the market and by licens- This is a chance for everyone at the same time helping the increase ing. Imagine that is creative and enterprising to of popularity and presence of the char- what we become well informed and system- acter itself, but also bringing in a nice could do atically become involved in licensing income to the owner of the rights. “The with a strong by making profitable licensing pro- formula” had instantly proven to be license pro- grams. LIMA New Europe is preparing successful and the profits from the gram for different activities which will enable selling of rights for using a character, professor permanent education and quality con- the so called royalty, quickly brought in Baltazar, for the necting in the region and the world. sums much larger than the films them- unique character Licensing is a very powerful busi- selves! The licensed program is always of the bear Lino from ness and it is up to us to become tightly connected with the basic con- Podravka`s children`s involved in this part of the world and tent (which is virtual) and its popular- food packaging , create our own place in the industry ity and is developed as its “materiali- for the still very that globally makes around 190 bil- zation”. attractive lion dollars. Licensed programs have become Bajadera, a powerful tool and a very important for specif- 4
- 7. Licenciranje je svuda oko nas vanja dugo ostao u drugom planu, profesora Baltazara, za jedinstven lik izvod. Ta i generički proizvod s doda- nisu ga zamijetili čak ni analitičari i medvjedića Lina s Podravkinih pakira- nom vrijednošću zanimljive licencije dobri poznavatelji filmske industri- nja hrane za djecu, za još uvijek atrak- lakše nalazi svoje tržište. je. Licenciranje je iz okrilja industri- tivnu Bajaderu, za pojedine cjeline iz Vodeći krugovi svjetske industrije je medija i zabave tek u novije doba fundusa naših galerija i muzeja, za licenciranja ozbiljno su zainteresirani iznimno uspješno primijenjeno i na Dubrovnik kao povijesnu destinaciju, za za Novu Europu i spremni su otvore- područjima kao što su nakladništvo, unikatna odijela Gena, za fascinantnu no podijeliti svoja znanja i veliko isku- galerije, muzeji, destinacije, sport, povijest Zadra kao svjetskog prostora stvo koje nose. S njima dolaze i njihovi neprofitne organizacije, veliki (ne samo prerade višnje maraske i proizvodnje licencni programi. sportski) događaji, poznate osobe finih likera, za crveno-bijeli dres (‘koc- (celebrity)... kice’, ‘šahovnica’) hrvatskih reprezen- Prilika za kreativne tativaca, za Gorana Ivaniševića... Ili, za Međutim, to je prilika koju treba isko- Promjena svjetonazora ružu iz Bugarske, babušku iz Rusije, da ristiti, jer s tim znanjem i potrebnim ŽELjKo KRNjAK, predstavnik LIMA-e za Novu Danas velike proizvodne i trgovačke spomenem samo neke najosnovnije. vještinama možemo razvijati vlasti- Europu, što predstavlja područje od čak 35 zemalja korporacije integriraju licenciranje u Licenciranje može imati dobar utjecaj te licencne programe i uspostavi- j samu jezgru, u sam vrh, u srž svojih na prilike u gospodarstvu. Ne zaboravi- ti potrebne relacije s onima koji su edan od najmoćnijih alata marketinških ciljeva (tzv. core marke- mo da je japan cjelokupno svoje gos- na svjetskoj sceni, a žele suradnju s marketinga ili lukrativni ting goals). podarstvo izgradio na strategiji licen- nama. Dosad je naš dio svijeta - i cije- poslovni model? Možemo li Licenciranje, kao i franšiza, dio je ciranja. Njihov je la Nova Europa - predstavljao tzv. sivu se i mi njime koristiti? Kakve svjetonazora koji je sve done- primjer pomno zonu za kojekakve trgovce licencija- dobrobiti i prednosti i uopće davno pripadao tzv. razvi- izučila Koreja ma, a i danas ima dosta takvih koji se koristi možemo imati od njega? jenom svijetu, koji je u i to je sada kreću našim prostorima izdajući se za Licenciranje je posvuda oko nas, prvom planu imao prioritet- više nego što jesu (ako sa svojih mar- a da toga gotovo nismo svjesni. To interese kapi- ni pro- gina uopće jesu). je najveći dokaz njegove prodornosti tala. To je Prvi je veliki korak učinjen organiza- i uspješnosti. Taj je jedinstveni kon- glavni cijom izložbe i konferencije Licensing cept razvijen u Sjedinjenim Američkim razlog New Europe, koja je prošle godine u Državama u jeku Velike depresije. Prvi zašto Rovinju bila veliko iznenađenje ljudi- ga je počeo upotrebljavati Walt Disney licen- ma iz industrije licenciranja te se na već nakon prvih uspjeha Mickeyja ciranje njihov poticaj ove godine organizira Mousea i to je silno pridonijelo pove- nije tako u Zagrebu, od 11. do 13. studenoga. ćanju poznatosti, širenju u posve nova prošireno Također, krovna svjetska organizaci- područja i osiguravanju kvalitetnih i poznato u ja LIMA imenovala je jednoga Hrvata novih izvora prihoda. ostatku svi- za službenog predstavnika za Novu Uspostavljen je glavni princip: jeta, osim Europu, koja obuhvaća 35 zemalja i popularni lik s velikog i malog ekrana m e đ u predstavlja tržište od 400 milijuna ljudi. komercijalno se ustupa na korištenje privi- S ponosom valja reći da je Zagreb sada zainteresiranom proizvođaču te aplici- uvršten na svjetsku mapu važnih žari- ra na različite proizvode, osiguravaju- šta industrije licenciranja s idejom da ći potražnju i prodaju tih proizvoda na postane središte licenciranja za Novu tržištu, istodobno pridonoseastu popu- Europu. larnosti i sveprisutnosti samog lika, ali To je prilika za sve kreativne i podu- i donoseći lijep prihod vlasniku prava zetne da postanu dobro upućeni te se korištenog lika. ‘Formula’ se odmah gram nji- sustavno bave licenciranjem stvaraju- pokazala uspješnom, a prihodi od pro- legira- hove gospodarske ći profitabilne licencne programe. LIMA daje prava za korištenje lika tzv. royal- nim pojedincima ili malim skupinama. strategije. Na tom je tragu još neko- New Europe priprema razne aktivnosti ty ubrzo su donosili iznose kudikamo U našem dijelu svijeta, ne samo liko zemalja. koje će omogućiti permanentnu edu- veće od samih filmova! Licencni pro- u jugoistočnoj Europi nego u svim Licenciranje nosi potencijal koji je kaciju i kvalitetno povezivanje u regi- gram uvijek je usko povezan s osnov- zemljama ‘iza željezne zavjese’ - nazi- za Hrvatsku u ovom trenutku iznimno ji i svijetu. nim sadržajem (koji je virtualan)i nje- vam ga Nova Europa - izgrađivan je važan: licencni programi ponašaju se Licenciranje je vrlo moćan biznis i govom popularnošću, te se razvija kao svjetonazor s posve drugačijim vrijed- ‘žilavo’ i u najtežim ekonomskim prili- na nama u ovom dijelu svijeta jest da njegova ‘materijalizacija’. nostima u prvom planu, tako da omilje- kama, ali i privlačno po svojoj osnovnoj se kvalitetno uključimo i ostvarimo svoj Licencni programi postali su moćan ne likove i teme s filma i televizije ili s kvaliteti: znatnom povećanju prodaj- prostor u industriji koja globalno ostva- alat i silno važan dio poslovanja pakiranja proizvoda nije pratila moćna nosti (licencirani proizvodi prodaju se ruje oko 190 milijardi dolara. svih velikih filmskih studija (uglav- podrška kakvu pruža licenciranje. barem 25 posto više od ostalih). osim nom Hollywooda)i velikih televizijskih Zamislimo što bi bilo moguće uči- toga, na tržištima u svijetu najprije će kuća. Zanimljivo, taj je aspekt poslo- niti s jakim licencnim programima za prepoznati i prihvatiti licencirani pro- 5
- 8. Everthing can beprotected and sold Strictly formally speaking, licensing is a practice of leasing lawfully protected intellectual assets to another person for a product, service or promotion. In this case the intellectual asset is called property, and the term property refers to author rights and lawfully protected name, logo, similarity, character, phrase or design. Licensing is based on a contract between the owner of the property (or his representative, i.e. agent), who is called a licensor and the receiver of the licence – the licensee, who is most commonly the manufacturer or the seller. L icensing is a way of making toy industry. Toys make almost half the Therefore, it is not surprising that the known well and the financial rewards for “intellectual property” com- business in the category “character and most profitable part of the licensing and successful licensing can be huge. mercial – a syntagm which entertainment licensing”. If anyone is merchandising industry is character The third party, who actually uses your was created as a legal term qualified and experienced to talk about licensing and entertainment programs idea or product knows very well that by for someone`s original idea. this, then it is Richard. His insider exam- (films, tv). It is followed by licensing of licensing their product or service they Whether it is a patent, a logo or an original ples will be a real treat and will give us corporate logos and brands, licensing in are putting it into the context of an idea piece, i.e. a film, a book, a cartoon or vid- a true picture of how we too can use the fashion, licensing in sport and licens- or product that is popular and whose eogame – licensing ensures the frame for methodologies and approaches for suc- ing in art other segments are celebrity value and emotional experience are an connecting the owner of these ideas with cess in licensing. licensing, licensing in publishing, licens- important entreaty, with which the mar- the people who know how to sell them. Licences are important to companies ing in retail, licensing in non-profit organ- ket identifies with and by which the buy- ing of that particular product or service is encouraged. Strictly formally speaking, licensing is a practice of leasing lawfully protect- ed intellectual assets to another person for a product, service or promotion. In this case the intellectual asset is called property, and the term property refers to author rights and lawfully protected name, logo, similarity, character, phrase or design. Licensing is based on a con- tract between the owner of the property (or his representative, i.e. agent), who is called a licensor and the receiver of the licence – the licensee, who is most commonly the manufacturer or the sell- er. This gives the licensee permission to use the property under precisely defined terms and time limits, which include the Attending this years Licensing New because they attract attention, provoke isations (museums, charities), licens- purpose of usage, defined territory and Europe conference is Pete Canalichio, emotions that are connected to the prod- ing in multimedia activities (Interactive/ specified time frame. In exchange for this, the Vice President of Brand Licensing Inc., uct and upgrade the placement and sales Wireless), academic licensing and licens- the licensor gets financial compensation who will, in detail, explain the terminol- of the product that is not usually followed ing in music. usually in the form of a guaranteed fee or ogy, the business processes of corporate by a special promotion. a percentage of the sales. Most of these licensing and show these processes on A well chosen licence significantly An idea for money agreements are regulated by a licensing a number of interesting examples such advances the placement and sales of a Licensing is a means and a way for some- contract. Although there exists a gen- as Coca-Cola and the olympic Games in product and helps increase the sales of one to create and place an idea or prod- eral licensing contract with set frames, Vancouver. generic products. uct on the market without major costs of it serves mostly for good orientation, so Apart from this, the conference will Licensing of popular, well known and raising capital, development, production, the services of a lawyer are recommend- be marked by a very interesting work- famous persons (celebrity licensing) is marketing, distribution and operations, ed for drawing up all the necessary legal shop which will be hosted by Greg perhaps the most “visible” and there- but in a way that lets them hold the rights documents. For sealing a good licensing Battersby, one of the worlds most influ- fore the most well known part of the to this idea under their control and in their deal it is important not to involve law- ential corporate lawyers specialized for licensing industry, but the most profit- ownership at the same time. yers too early in the negotiating proc- brand licensing, from the law firm Grimes able part is definitely character licensing. This is the process of leasing, oth- ess, claims Goran Krnjak, the director and Battersby and legal expert of LIMA, The character that is best licensed and erwise known as renting of ownership of Creata. who will show the process of licens- an absolute number one in the world`s rights to your idea or product to a third ing on examples and new trends in the food industry is Popaye – for the rights party, in exchange for money through so Licensing consultants European legal acquisitions. of using his character on food products, called royalties. Licensing can be seen as a long term Also attending the conference will various companies pay 2 billion dollars This process is not difficult to achieve marketing strategy or a simple way to be Richard Gottlieb, a key name in the every year. but the necessary steps need to be be amongst the first to get into that busi- 6
- 9. Sve se možezaštititi i prodati Strogo formalno govoreći licenciranje je praksa leasinga zakonski zaštićene intelektualne imovine drugoj osobi za proizvod, uslugu ili promociju. U ovom slučaju intelektualna imovina naziva se property, a pojam property odnosi se na autorskim pravima i zakonom zaštićeno ime, logotip, sličnost, karakter, frazu ili dizajn. Licenciranje se temelji na ugovornom sporazumu između vlasnika propertyja (ili njegova zastupnika, tj. agenta) koji se naziva davatelj licencije - licensor i onoga koji je primatelj licencije - licensee, a to je najčešće proizvođač ili prodavač. L icenciranje je način komer- Licenciranje popularnih, pozna- štu bez velikih troškova prikupljanja pravima i zakonom zaštićeno ime, logo- cijalizacije “intelektualnoga tih, uspješnih i slavnih osoba (celebri- kapitala, razvoja, proizvodnje, marke- tip, sličnost, karakter, frazu ili dizajn. vlasništva” - sintagme koja je ty licensing) možda je “najvidljiviji” i tinga, distribucije i operacija, ali tako Licenciranje se temelji na ugovornom stvorena kao pravni naziv za stoga najpoznatiji dio industrije licen- da istodobno drži prava na tu ideju pod sporazumu između vlasnika propertyja nečiju izvornu ideju. Bilo da je ciranja, ali najunosniji dio predstavlja svojom kontrolom i u svojem vlasništvu. (ili njegova zastupnika, tj. agenta) koji riječ o patentu, zaštitnome znaku (logu) licenciranje likova (character licensing). To je proces “leasinga” odnosno se naziva davatelj licencije - licensor, i ili originalnom djelu, npr. filmu, knjizi, Najbolje licenciran lik i apsolutni broj iznajmljivanja, ‘rentanja’ vlastitih prava onoga koji je primatelj licencije - licen- crtiću ili videoigrici - licenciranje osi- jedan u svjetskoj prehrambenoj indu- na svoju ideju ili proizvod nekom trećem see, a to je najčešće proizvođač ili pro- gurava okvir za ujedinjavanje vlasnika striji je Popaj - za prava korištenja nje- u zamjenu za novac koji se ostvaru- davač. To primatelju licencije - licen- tih ideja s ljudima koji ih znaju prodati. gova lika na prehrambenim proizvodi- je kroz tzv. royalty (tantijeme, premija). seeju - daje dopuštenje za korištenje Na ovogodišnju konferencju ma razne tvrtke plaćaju svake godine Proces ostvarivanja toga nije težak, propertyja pod točno utvrđenim uvje- Licensing New Europa dolazi Pete ukupno 2 milijarde dolara. ali mora se vrlo dobro znati kako podu- tima i rokovima, koji uključuju svrhu Canalichio, potpredsjednik Brand Stoga ne čudi da je najprofitabilniji zeti potrebne korake, a financijske korištenja, definirani teritorij i određeno Licensinga Inc., koji će detaljno obja- segment industrije licenciranja i merc- nagrade za uspješno licenciranje mogu vremensko razdoblje. U zamjenu za to sniti terminologiju, poslovne procese handisinga licenciranje likova i zabav- biti goleme. korištenje davatelj licencije - licensor korporatinog licenciranja te pokazati taj nog programa (entertainment, TV, film). Treća strana koja zapravo koristi - dobiva financijsku naknadu, obično u proces na nekoliko zanimljivih primjera, Slijede ga licenciranje korporativnih vašu ideju ili proizvod vrlo dobro zna da obliku zajamčene naknade i/ili naknade kao što su Coca-Cola i olimpijske igre zaštitnih znakova i brendova, licencira- svoj proizvod ili uslugu licenciranjem na postotak od prodaje. Većina je takvih u Vancouveru. nje u modi, licenciranje u sportu, licen- stavlja u kontekst ideje ili proizvoda koji sporazuma regulirana licencnim ugo- osim toga, konferenciju će obilje- ciranje u umjetnosti. je popularan i čija vrijednost i emotivni vorom. Iako postoji generalni licencni žiti vrlo zanimljiva radionica koju će ostali su segmenti licenciranje slav- doživljaj jesu važan apel, ono s čime se ugovor sa zadanim okvirima, on služi voditi jedan od najuglednijih svjetskih nih osoba, licenciranje u izdavaštvu, tržište poistovjećuje i što potiče na kup- više za dobru orijentaciju, a preporu- korporativnih odvjetnika specijaliziran licenciranje u maloprodaji, licenciranje nju upravo tog proizvoda ili usluge. Tako čuje se obraćanje odvjetniku za izradu za brend licensing Greg Battersby iz u neprofitnim organizacijama (muze- licencirani proizvod ili usluga stječu pre- svih pravnih dokumenata. Za sklapanje odvjetničkog ureda Grimes & Battersby ji, dobrotvorne organizacije), licen- ferentnu poziciju u tržišnom okruženju u dobrog licencnog posla važno je tako- i pravni ekspert LIMA-e, koji će na pri- ciranje u multimedijskim aktivnosti- odnosu na konkurenciju. đer ne uključiti odvjetnika prerano u mjerima pokazati proces licenciranja ma (Interactive/Wireless), akademsko Strogo je formalno govoreći licenci- pregovarački proces, tvrdi Goran Krnjak, i nove trendove u europskoj pravnoj licenciranje i licenciranje u glazbi. ranje praksa leasinga zakonski zaštiće- direktor tvrtke Creata. stečevini. Na konferenciju dolazi i Richard Gottlieb, ključno ime u industriji igrača- ka. Igračke su gotovo polovica biznisa u kategoriji “character and entertainment licensinga”. Ako netko može o tome govoriti s pozicije osobe koja zaista zna, onda je to Richard. Njegovi insajderski primjeri bit će prava poslastica i dat će nam pravu sliku o tome kako i mi može- mo koristiti metodologije i pristupe za uspjeh u licenciranju. Licencije su važne kompanijama jer privlače pozornost, izazivaju emocije koje se povezuje s proizvodom i tako unapređuju plasman i prodaju proizvo- da koji inače nije popraćen posebnom promocijom. Dobro odabrana licencija znatno una- ne intelektualne imovine drugoj osobi pređuje plasman proizvoda te utječe Ideja za novac za proizvod, uslugu ili promociju. U tom Konzultanti za licenciranje na povećanje prodaje generičkih pro- Licenciranje je sredstvo i način da netko se slučaju intelektualna imovina nazi- Licenciranje se može promatrati kao izvoda. ostvari i plasira ideju ili proizvod na trži- va property, što se odnosi na autorskim dugoročnu marketinšku strategiju ili 7
- 10. ness, quickly makemoney and then get balefully on this industry proving that it which is almost equal to the revenue that it is unthinkable that a feature or ani- out of it. In the early development phase is exceptionally resistant to economic this Paramount film had made at the box mated film and the most popular TV of this industry in the world, the `strategy` turbulence. office”, says Krnjak. It is interesting that series would not have licensed products was to simply stick a brand or a famous Consumers are saving money on lux- what we today call the industry of licens- connected to them. cartoon character on your product and ury products and tickets to expensive ing, goes back all the way to the 1930`s, This is why, almost without excep- hope that somebody would buy it. Such events but still gladly and regularly visit when Walt Disney himself, at the height tion, film and TV companies have special bad examples can still be found today. the cinema and watch and follow TV of the Great depression, sold the rights departments and separate companies Many have made it this way but licensing programs. for using the Mickey Mouse character who deal exclusively in the development has to this day, evolved into a real busi- “official data shows that on the long on drawing boards for 300 dollars, which and marketing of licensed products. ness which should be seriously taken list of blockbusters in 2008. film, TV helped him to sustain the expensive pro- one of the most recent examples of into consideration. As every business companies and production houses have duction of animated films. But Disney connection of a super successful film project, licensing should be approached made an incredible profit of 66,3 billion was the exception, not the rule. and licensed products is “Avatar”, in the seriously. The right license which should dollars from sales of licensed products. What is today known under the term production of 20th Century Fox, which connect well with your product should be The first on the list of revenue made of licensing based on a film, marks its after it wrecked box offices around the chosen and a business plan that shows from sales of licensed products is the beginnings with the success of licensed world and made a huge profit, marked whether, and in which time this invest- company Disney Consumer Products, programs of “Star Wars” (1977.) and the same success in sales of licensed ment will be profitable, should be drawn which made 27,2 billion dollars. It is “E.T.” (1982.) and carried on with film products. up. It should be kept in mind that which- followed by Warner Bros Consumer successes of the action heroes Batman The announcement of films for ever brand or character you have chosen Products with 6 billion dollars and (1989.) and Spiderman (2002.), “The 2010., which includes titles such as for licensing on your product, it must be Nickelodeon and Viacom Consumer Lord of the Rings” (2001. and 2003.) and “The Chronicles of Narnia”, “Alice in treated as a part of the marketing plan. Products with 5,5 billion dollars. We can the serial about “Harry Potter” (2001.-). Wonderland”, “Iron Man 2”, “Toy Story The success of licensing is in proportion also add that the revenue of Marvel, LucasFilm is with its “Star Wars” (with 3”, “The Prince of Persia”, “Shrek 4”, with the amount of work and quality of bought by Disney last year, has not been a revenue of 2 billion dollars only in last “Spiderman 4” and the new “Harry preparation that you have brought into included and Marvel itself brought in 4,9 year) constantly at the top of the list of Potter” film, suggests that this could be the project. Before the decision about billion dollars. Hasbro, one of the world`s companies for which the licensing busi- a record year by revenues made at box licensing, whether you are the owner or biggest toy manufacturers, announced ness is highly profitable. offices and also a very good surround- the user of the license, it is very impor- in December 2009. that it had made ing for sales of connected licensed tant and desirable that you consult with a revenue of 830 million dollars from A record year products. experts who will provide the right advice sales of licensed products from the line Today the close connection of films and Marko Perić and get you on the right track. “Transformers: Revenge of the Fallen”, licensed goods is absolutely normal and If you are a license user it is recom- mended to hire a licensing consultant. PRIVATE LABELS This is a specific and different type of Tools and levers for creating added value advisor from the usual and not very pop- ular comprehension of this vocation in our country. His role is to create a strat- If we talk about the market in Croatia and the sur- and now it is developing their own. So, things are ing” is the current trend, especially in Europe. egy and together with you the best pos- rounding countries, the potential is huge but very slowly moving in this sector but it is still weak and Croatia has a huge cultural heritage, in the sible choice, to guide you through the scarcely used, says Goran Krnjak, the Director of not enough. I am not familiar with any case of li- holdings of museums, galleries, libraries lay world whole process and represent your inter- the company Creata and adds that the pioneer censing of domestic companies that are owners known and valuable goods. Why not get them out ests. As far as the licensors are con- in issuing licenses in Croatia was Croatia Film, of strong brands. The key people in companies of the archives and turn them into a highly profit- cerned, they usually use agents who rep- which has developed a successful licensing pro- such as Podravka, Atlantic grupa, Agrokor, Kraš, able business from which their work and devel- resent their interests and whose job is gram from “Šegrt Hlapić”. Vindija, should seriously consider what they are opment could at least be partly financed? to find licensees. And in the end, a very “Magma has been in this story for a long missing out on by not using the power of their If we look at sport, explains Krnjak, our foot- important role is held by lawyers, who time as a license user. Here we have “Professor own brands, which already have the conditions ball and handball representations, our water polo regulate relations from a legal point of Baltazar”, who has made a comeback after 25 to become an excellent marketing tool and lever players, Blanka Vlašić, individual clubs, all have view. years of “resting”, thanks to the company Ultral- for creating added value by using licensing as a great potential. “janica Kostelić and ink. one2Play has quickly risen by using licenses business model. one of the listed companies had Goran Ivanišević unfortunately did not go in that From soap to ice cream started moving in that direction. direction, while their colleagues in the west made It is common knowledge that the film outside of great systems Kravata, Penkala, a lot more money and are still making it today and TV industry are much more than just Tesla, Marco Polo, Maraschino, Dubrovnik… on licensing rather than on their sporting suc- production. But a less known fact is that are just some of the highly potent individual ex- cesses. This is a shame, but it is the way it is”, film, production and TV companies head- amples of brands more than ready for licensing. says Krnjak. ed by Disney, Warner Bros, Nickelodeon We have brilliant designers, illustrators, artists”, South Korea has put the development of li- and Viacom, the BBC and others, often Krnjak points out. According to him, there are censing and usage of intellectual property as earn much more on licensed products many medium sized companies, food, textile a priority of strategic economic development than on their individual basic products – companies, wood industries, that have excellent and it constantly invests money in this direction, feature films, documentaries, animated products but not brands. For them, licensing is encouraging the development of this industry. movies and TV series. There are tens of the right way to go. Croatia could do a lot in bringing to life its econ- thousands licensed products, from soap Production for owners of private labels, su- omy and development by using resources for to ice cream, from toys to Cartier dia- permarket chains, to many is currently of great licensing that it already has. This industry is a mond bracelets. importance for survival, but what will happen chain in which many subjects participate in. It is The world economic crisis that is still when there will be no more of these orders, ex- like building a ship, but not as complicated. And going on, judging by all, has not acted plains Krnjak an adds that “private label licens- it brings profit. 8
- 11. jednostavan način dameđu prvima pogubno djelovala na tu industriju doka- ra od prodaje licenciranih proizvoda iz Rekordna godina uđete u taj posao i brzo zaradite novac, zujući ponovo da je izuzetno otporna na linije “Transformers: Revenge of the Bliska povezanost filmova i licencirane pa iz toga izađete. U ranoj fazi razvoja te ekonomske turbulencije. Fallen”, što je gotovo jednako priho- robe danas je posve normalna i neza- industrije u svijetu “strategija” je jedno- Konzumenti štede na luksuznim pro- du koji je taj Paramountov film ostva- mislivo je da igrani i animirani filmovi i stavno bila da zalijepite brend ili poznati izvodima i ulaznicama za skupe doga- rio na kino blagajnama”, ističe Krnjak. najpopularnije TV serije nemaju i pove- lik iz crtića na svoj proizvod i nadate se đaje, ali i dalje rado i redovito odlaze u Interesantno je da počeci onog što zane licencirane proizvode. Zato goto- da će ga netko kupiti. Takvih loših pri- kino dvorane i pozorno prate TV pro- danas zovemo industrijom licenciranja vo bez iznimke sve filmske i TV kom- mjera ima i danas kod nas. Mnogi su grame. sežu u daleke tridesete godine prošlog panije imaju posebne odjele ili zasebne tako i uspijevali, ali licenciranje je do “Službeni podaci pokazuju da su na stoljeća, kada je upravo Walt Disney u tvrtke koje se bave isključivo razvojem danas evoluiralo u pravi biznis koji treba valu podulje liste blockbustera u 2008. jeku Velike depresije u SAD-u za tadaš- i marketiranjem licencnih proizvoda. ozbiljno uzeti u obzir. Kao i svakom godini filmske i TV kompanije i produk- njih 300 dolara prodao prava korište- jedan od najsvježijih primjera pove- poslovnom projektu, i tome treba pri- cijske kuće od prodaje licenciranih pro- nja lika Mickeyja Mousea na pločama zivanja super uspješnog filma i licen- stupiti ozbiljno, odabrati pravu licenciju izvoda prihodovale nevjerojatnih 66,3 za pisanje, što mu je pomoglo da održi cnih proizvoda je “Avatar” u produkciji koja će se dobro složiti s vašim proizvo- milijarde dolara. skupu produkciju crtanih filmova. Ali Twentieth Century Foxa koji nakon što dom, pripremiti poslovni plan iz kojega Prva na listi prihoda ostvarenih pro- Disney je dugo bio iznimka, a ne pravilo. je poharao kino dvorane diljem svijeta će se vidjeti hoće li vam se i u kojem dajom licenciranih proizvoda je kom- ono što je poznato pod današnjim i ostvario golemu zaradu jednak uspjeh roku to ulaganje isplatiti. Treba imati na panija Disney Consumer Products, pojmom licenciranja temeljenog na bilježi i u prodaji licenciranih proizvoda. umu da bez obzira na to koji ste brend koja je ostvarila prihod od 27,2 mili- filmu svoj pravi početak bilježi uspje- Najava filmova za 2010. godinu koja ili lik izabrali za licenciranje na vašem jarde dolara, a slijede je Warner Bros hom licencnih programa “Ratova zvijez- uključuje naslove poput “Kronike proizvodu, morate ga tretirati kao dio Consumer Products sa 6 milijardi dola- da” (1977.) i “E.T.-a” (1982.) i nastav- iz Narnije”, “Alisa u zemlji čudesa”, marketinškog plana. Uspjeh licenciranja ra i Nickelodeon & Viacom Consumer ljeno je filmskim uspjesima akcijskih “Iron Man 2”, “Toy Story 3”, “Princ proporcionalan je količini rada i kvaliteti Products sa 5,5 milijardi dolara. junaka Batmana (1989.) i SpiderMana od Perzije”, “Shrek 4”, “Štrumfovi”, priprema koje ste unijeli u projekt. Prije Dodajmo da u Disneyjeve prihode od (2002.) te “Gospodarom prstenova” “Spider Man 4” i novi nastavak odluke o licenciranju, bez obzira na to licencnih proizvoda još nisu uključeni (2001.i 2003.) i serijalom o “Harryju “Harryja Pottera” sugerira da bi i ova jeste li vlasnik ili korisnik licencije, vrlo prihodi Marvela, kojega je Disney kupio Potteru” (2001.-). LucasFilm je sa svo- godina mogla biti rekordna po priho- je važno i poželjno da se konzultirate prošle godine, a Marvel je sam prihodo- jim “Ratovima zvijezda” (s ostvarenim dima na kino blagajnama i isto tako sa stručnjacima koji će vam dati prave vao 4,9 milijarde dolara. Hasbro, jedan prihodom od 2 milijarde dolara samo u dobro okruženje za prodaju s njima savjete i izvesti vas na pravi put. od najvećih svjetskih proizvođača igra- prošloj godini) konstantno u vrhu liste povezanih licencnih proizvoda. Ako ste korisnik licencije, preporuč- čaka, objavio je u prosincu 2009. da je kompanija kojima se licencni biznis ite- Marko Perić ljivo je angažirati konzultanta za licen- ostvario prihod od 830 milijuna dola- kako isplati. ciranje. To je specifična i drugačija vrsta savjetnika od uobičajenog i ne baš omi- PRIVATNE ROBNE MARKE ljenog poimanja tog zanimanja kod nas. Njegova je uloga napraviti strategiju i zajedno s vama najbolji mogući izbor, Alat i poluga za stvaranje dodatne vrijednosti voditi vas cijelim procesom i zastupa- Ako govorimo o tržištu Hrvatske i zemljama i svoje. Dakle nešto se kreće u tom dijelu, ali dodaje kako je “private label licensing” trenu- ti vaše interese. Kad je o davateljima u okruženju, potencijal je golem i vrlo slabo to je još slabo i nedovoljno. Nije mi poznat ni tačno trend, osobito u Europi. licencija riječ, oni često koriste agen- iskorišten, ističe Goran Krnjak, direktor tvrtke jedan slučaj licenciranja domaćih kompani- Hrvatska ima golemo kulturno bogatstvo, te za licenciranje koji zastupaju njihove Create, te dodaje da je na strani davatelja li- ja koje su vlasnici jakih brendova. Vodeći ljudi u fundusima muzeja, galerija i knjižnica leže interese i kojima je posao da nađu kori- cencija pionir licensinga u Hrvatskoj Croatia kompanija poput Podravke, Atlantic grupe, svjetski poznata i vrijedna dobra. Zašto ih ne snike licencija. I na kraju, jako važnu Film, koji je od Šegrta Hlapića razvio uspješan Agrokora, Kraša, Vindije, trebali bi ozbiljno izvući iz arhiva i učiniti od njih visokoprofita- ulogu imaju pravnici, odvjetnici koji će licencni program. razmisliti o tome što propuštaju ne koristeći bilan biznis od kojega se barem djelomično s pravne strane regulirati međusobne “Magma je već dugo u toj priči kao kori- snagu vlastitih brendova koji već imaju pre- može financirati njihov rad i razvoj? odnose. snik licencija. Tu je i profesor Baltazar koji se duvjete da postanu odličan marketinški alat Ako dotaknemo sport, objašnjava Krnjak, vratio nakon 25 godina ‘mirovanja’ zahvalju- i poluga stvaranja dodane vrijednosti kori- naša nogometna i rukometna reprezentaci- Od sapuna do sladoleda jući tvrtki Ultralink. one2play je doživio stre- štenjem licensinga kao poslovnog modela. ja, vaterpolisti, Blanka Vlašić, pojedini klubovi, Da je filmska i TV industrija puno više loviti uspon koristeći licencije, a sada razvija jedna od navedenih kompanija krenula je u odličan su potencijal. “janica Kostelić i Goran od same produkcije sadržaja, pozna- tom smjeru. Ivanišević nažalost nisu išli u tom smjeru, dok to je mnogima. No manje je pozna- Izvan velikih sustava Kravata, Penkala, su njihovi kolege na zapadu daleko više za- ta činjenica da nerijetko filmske, pro- Tesla, Marco Polo, Maraschino, Dubrovnik… rađivali i danas zarađuju više na licenciranju dukcijske i TV kompanije predvo- samo su neki od visokopotentnih pojedinač- negoli na svojim sportskim uspjesima. Možda đene Disneyjem, Warner Brosom, nih primjera brendova zrelih za licenciranje. nažalost, ali je tako”, ističe Krnjak. Nickelodeon &Viacomom, BBC-jem i Imamo sjajnih dizajnera, ilustratora, likovnih južna Koreja je postavila razvoj licencira- drugima često zarađuju daleko više na umjetnika”, ističe Krnjak. nja i korištenja intelektualnog vlasništva kao licenciranim proizvodima negoli na svo- Prema njegovim riječima, postoje brojne prioritet strateškog razvoja gospodarstva, jim pojedinim osnovnim proizvodima - srednje velike kompanije - prehrambene, konstantno ulaže novac u tom smjeru i potiče igranim, dokumentarnim i animiranim tekstilne tvrtke, drvne industrije, koje imaju razvoj te industrije. filmovima i serijama. Licencnih je proi- izvrsne proizvode, ali ne i brendove. Za njih je Hrvatska bi mogla puno učiniti u oživljava- zvoda na desetke tisuća, od sapuna do korištenje licencija pravi put. nju gospodarstva i razvoju korištenjem resur- sladoleda, od igračaka do Cartierovih Proizvodnja za vlasnike privatnih robnih sa za licenciranje koje ionako već ima. Ta je dijamantnih narukvica. marki, trgovačke lance, mnogima je trenu- industrija lanac u kojem sudjeluju brojni su- još uvijek aktualna svjetska eko- tačno životno važna za opstanak, ali što kada bjekti. To je kao da gradite brod, ali nije toliko nomska kriza po svemu sudeći nije tih narudžbi više ne bude, objašnjava Krnjak i složeno. I donosi profit. 9
- 12. CONFERENCE PROGRAM PROGRAM kONFERENCijE CONFERENCE PROGRAM PROGRAM kONFERENCijE program konferencije CONFERENCE pROgRam 10
- 13. DAY oNE -11th. NoVEMBER - DAY ONE CONFeReNCe PROGRAM You need to be registered to attend conference sessions. Keynote session is FREE to attend. For all other sessions an flat fee need to be paid in order to receive pass for conference. This agenda is subject to change. For the latest information please visit www.licensingneweurope.com 10:00 – 10:30 in HALL „RAB“ KEYNoTE ADDRESS: The Future of Licensing: Creating New opportunities in a Global Business Charles M.Riotto, President LIMA - International Licensing Industry Merchandisers’ Association 10:30 – 11:30 in HALL „RAB“ THE BASICS oF LICENSING: THE RIGHT PRoPERTY, THE RIGHT PRoDUCT, THE RIGHT LICENSEE Martin Brochstein, Senior Vice President LIMA, Industry Relations and Information This presentation will examine the fundamentals of licensing, giving a look at the basics of deal structure, the relationship between licensees and licensors, and the questions that companies entering into a licensing relationship need to be asking themselves and each other. 11:30 – 12:30 in HALL „RAB“ INTRoDUCTIoN To BRAND LICENSING Pete Canalichio, Vice president, business development - Licensing Brands, Inc. The session covers the basics of BRAND licensing. It includes topic such as what is brand licensing, why companies license, what are benefits to manufacturers and brand owners. The session provides an overview of Licensing Brands’ proprietary 8-step process that companies should follow. 12:30 -13:30 in HALL „RAB“ THE VALUE oF LICENSING Richard Gottlieb, President, Richard Gottlieb’s USA Toy Experts Lecture will focus on the value of licensing in terms of increased demand, perceived value, gross revenue and most important of all gross profit. 13:30 – 14:30 LUNCH BREAK & NETWORKING in “SPOON” RESTAURANT 14:30 – 15:30 in HALL „RAB“ ANAToMY oF LICENSE AGREEMENT / HoW To NEGoTIATE LICENSING CoNTRACT Christian Fortmann, European Trademark Attorney – 24ip Law Group A clause by clause discussion of a typical license agreement with negotiation points for both licensors and licensees. Eminent international lawyer Christian Fortmann will discuss how to resolve conflict as well as examining the legal and technical considerations that are vital to successful contract negotiation. 15:30 – 16:30 in HALL „RAB“ PANEL DISCUSSIoN: THE RoLE oF THE LICENSING AGENTS AND CoNSULTANTS Martin Brochstein, Senior Vice President LIMA, Industry Relations and Information Licensing agents and consultants can play a central role in the development of an effective licensing program. This seminar will aid participants in defining respective roles; key into the pertinent questions they should be asking if considering an agent or consultant and learn how the best relationships work. Panelists will include licensing agents & consultants. 16:30 – 17:00 in HALL „RAB“ LICENSING IN NEW EURoPE FRoM AN AGENTS PoINTS oF VIEW Eva Karlsson, Director of Sales CEE & Nordic, Plus Licens Conference Program Eva will share an insight in the role as a licensing agent in New Europe including topics such as: The entering new markets experience; The local market needs; Why working through an agent? The agents offer to Licensors, Licensee’s and Retailers 11
- 14. 12th. NoVEMBER -DAY TWO CONFeReNCe PROGRAM FRIDAY, NOVEMBER 12th – DAY TWO 10:00 – 10:45 in HALL „RAB“ INTERNATIoNAL LICENSING: A STATUS REPoRT Ira Mayer, Publisher -The licensing Letter, President - EPM Communications, Inc. Learn where New Europe fits in the context of the overall market for licensed merchandise. This session examines the size of the global licensing business, and then looks at the chalanges and growth opportunities in key Western, Central and Eastern European markets. 11:00 – 13:30 in HALL „RAB“ PANEL: GLoBAL AND (INTER)NATIoNAL VIEW oN BRAND & CHARACTER/ENTERTAINMENT LICENSING TRADITIoNAL & HoT PRoPERTIES, MARKETS AND TRENDS Moderator: Francesca Ash, Total Licensing USA & CANADA - Ira Mayer, The Licensing Letter/EPM Communications UK - Francesca Ash, Total Licensing GERMANY - Christophe Macht, Brandora FRANCE - Olivier Chouraqui, Kazachok GREECE - Paul Berrington, Black&White Licensing 13:30 – 14:30 LUNCH BREAK & NETWORKING at “SPOON” RESTAURANT 14.30 – 17:00 in HALL „RAB“ IN FoCUS: NEW EURoPE / EMERGING MARKETS PANEL: BUSINESS STRATEGIES AND ECoNoMIC oUTLooKS Speaker & moderator: Linas Liubinskas, Consult Consortium, Managing Director Which countries and regions offers the best sales and profit opportunities in the short, medium and long term period ? How should companies approach and structure their business in New Europe? What is best practice for companies that want to step up the effort and do more in New Europe? Retail and consumers in New Europe – insight and trends. Market overviews, strategies and plans. Panelists are: Linas Liubinskas, Consult Consortium, Managing Director Dr.sc. Igor Matutinovic, GfK Research Institute, Managing Director prof. Dr.sc. Velimir Srica Representatives of Chambers of Commerce & Economy representatives from Russia, Serbia, Poland, Croatia, Macedonia, Ukraine, Romania, Austria,... - market overviews, strategies and plans WHAT RETAILERS WANT? Brand Licensed goods vs. Private labels ?! Representatives of leading regional retail chains will give their view about licensed & private label merhandise, sales results, perspectives, wishes and needs WHAT MANUFACTURERS / LICENSEES ARE LooKING FoR? Manufacturers/licensees will give their look and discuss about experience in use of license CRoSS BoRDER LICENSING IN (NEW) EURoPE Christian Fortmann, European Trademark Attorney – 24ip Law Group Conference Program Christian Fortmann, will lead this advanced seminar for those embarking on licensing deals with partners across (New)Europe. He will examine legal and other technical considerations that are vital to achieving successful cross-border licensing in (New)Europe, as well as offer thoughts on conflict resolution, brand protection and best business practice. Panelists will include representatives of national IP Institutions, IP experts (several from New Europe) Presentations of licensing properties from New Europe region: Prof. Balthazar; Hlapich; Tibor 12
- 15. 11th & 12thNoVEMBER - SPECIAL FEATURES CONFeReNCe PROGRAM SPECIAL FEATURES - NOVEMBER 11th & 12th 2010 14:30 – 16:00 SHOW FLOOR LICENSING CLINIC - one-on-one Meet & Greet with licensing experts 15 min meetings one on one, previous appointment required Ira Mayer, Publisher -The licensing Letter, President - EPM Communications, Inc Pete Canalichio, Vice president, business development - Licensing Brands, Inc. Richard Gottlieb, President, Richard Gottlieb’s USA Toy Experts NOVEMBER 11th , 15:30 – 16:30 in HALL „BRAC“ PANEL for publishers - LICENSING CLASSIC PUBLISHING BRANDS Moderator: Francesca Ash, Total Licensing Panelists: Mr.Jovan Milenković, Prava i prevodi; Egmont; Croatia Film & others TBA Classic brands, from a publishing base, have formed the basis of many successful licensing and entertainment programmes with properties as diverse as Winnie the Pooh, SpiderMan and Beatrix Potter. This seminar will take an in-deph look the licensing of classic publishing brands and how different companies have approached developing and creating licensing programmes in different parts of Europe. NOVEMBER 12th, 11:00 – 12:30 in HALL „BRAC“ WHAT MAKES A BRAND LICENSABLE AND WHAT Do YoU NEED To Do MAKE IT HAPPEN ? SEMINAR / WoRKSHoP 90 minute session, MAX 25-30 participants Ciaran Coyle, Managing Director, International – The Beanstalk Group This session will comprise both a seminar and a workshop covering both the theory and practice of taking a brand to market under a licensing business model, and will include some famous case studies.The seminar will outline the stages necessary to identify the equity and attributes necessary for a brand or celebrity to extend into new product and/ or service areas. Mr. Coyle will draw on examples from Beanstalk’s large portfolio of international clients, corporate and celebrity, including Ford, jack Daniel’s, Paris Hilton, Harley-Davidson, Land Rover and jaguar. The following workshop will allow participants to have hands-on experience of considering a potential brand for licensing and work through the step-by-step process from brand analysis to brand strategy to programme execution. NOVEMBER 12th, 12:30 – 13:30 in HALL „BRAC““ TYING LICENSING INTo EVENT MARKETING Pete Canalichio, Vice president, business development - Licensing Brands, Inc. This session is perfect for individuals, companies and other event stakeholders. The session includes the event licensing process, the timeline and pitfalls. Using a case to study to demonstrate the process, this session will assist attendees in understanding the dynamics of an event licensing program HOT PROPERTIES PRESENTATIONS in HALL „BRAC“ NOVEMBER 11th , TIME TBA 20th CENTURY FOX by Carl Lumbard, Vice President & Managing Director Consumer Products NOVEMBER 11th , TIME TBA KIDZ EEMC NOVEMBER 11th , TIME TBA Conference Program VIPO by Oliver Alexander NOVEMBER 12th , TIME TBA PLUS LICENS by Eva Karlsson, Director of Sales CEE & Nordic, Plus Licens NOVEMBER 12th , TIME TBA CARTOON NETWORK by ELC 13
- 16. The Weekly PartnerTo The Croatian Economy. privredni vjesnik www.privredni.hr 14
- 17. CONFERENCE SPEAkERS GOVORNiCi NA kONFERENCiji CONFERENCE SPEAkERS GOVORNiCi NA kONFERENCiji GOVORNICI NA KONFERENCIJI CONFERENCE SPEAKERS 15
- 18. CoNFERENCE SPeAKeRS Charles Riotto President International Licensing Industry Merchandisers’ Association (LIMA) Charles Riotto is President of the International Licensing Industry Merchandisers’ Associa- tion (LIMA), the leading trade organization for the worldwide licensing industry. Since joining LIMA in 1997, the organization’s membership has grown by 38% to more than 1,100 member companies in 30 countries around the world. LIMA is recognized globally as the authoritative voice of the worldwide licensing industry. The organization is based in New York, with offices in London, Munich, Tokyo and Shanghai. Mr. Riotto is responsible for the day-to-day operations of LIMA and has guided the associa- tion through a period of unprecedented growth in the licensing industry. In 2006, retail licensing revenues reached $108.1 billion in the United States, and an estimated $180 billion worldwide. Mr. Riotto is widely regarded as a leading spokesman for the industry and has been quoted by such prominent news organizations as the New York Times, Wall Street journal, CNN, Variety, The Washington Post, the Associated Press and USA Today. He has been interviewed by numerous major media outlets for his views on licensing and is recognized in the global licensing community for his commitment to expanding the success and scope of the industry, and to the increasing recognition of licensing as an effective and vital component of successful marketing programs. Mr. Riotto has spent over 30 years in association management. Prior to joining LIMA, he served as Executive Director of the International Recording Media Association, a global trade group based in Princeton, New jersey. Previously, he was Executive Director of the Toy Manufacturers of America, Inc., the leading trade association for the United States toy industry. Ciarán Coyle Managing Director, International Beanstalk Ciarán oversees Beanstalk’s international licensing business across Europe, Africa and Asia. Ciarán nadzire međunarodno licenciranje grupe Beanstalk širom Europe, Azije i Afrike. Ciaran is based in Beanstalk’s London office and has driven significant international growth Njegovo je sjedište u londonskom uredu Beanstalka, a otkada se, 2002. godine pridružio in Beanstalk’s presence and client base since he joined the company in 2002. kompaniji, potaknuo je veliki rast u pogledu njene međunarodne zastupljenosti i baze During this period, Ciarán has seen the company expand internationally through offices and klijenata. collaborations in Asia, India and South America. U tom je periodu Ciarán gledao međunarodno širenje kompanije kroz urede i kolaboracije He has also been instrumental in developing the company’s prestigious client portfolio u Aziji, Indiji i južnoj Americi. Posredovao je i u stvaranju portfelja prestižnih klijenata which now includes some of the world’s leading corporate, lifestyle and celebrity brands. kompanije koji danas uključuju neke od vodećih svjetskih korporativnih, lifestyle i celebrity brendova. Prior to joining The Beanstalk Group in 2002, Ciarán was chief operating officer of a Conference Speakers successful Cambridge, U.K. technology start-up, and has held senior posts in consulting, Prije nego što se pridružio Beanstalk grupi 2002. godine, Ciarán je bio uspješan kao sales and marketing and general management. glavni operativni direktor tehnološkog startupa u Cambridgeu gdje je držao i predavanja o From 2001 until 2004, Ciarán served as a member of the Advisory Board of judge Business savjetovanju, prodaji i marketinškom i generalnom menadžmentu. School (Cambridge University) and was chairman of Cambridge Alumni in Management, a od 2001. do 2004., Ciarán je bio član Savjetodavnog odbora u judge Business School global network with members in over 65 countries. (Sveučilište Cambridge) i predsjednik bivših diplomaca menadžmenta s Cambridgea, svjetske mreže s članovima u više od 65 zemalja. Ciarán is a qualified teacher and earned a BA honours degree in Linguistic Science, an MA in Applied Linguistics, and an MBA from Cambridge University. Ciarán je kvalificirani nastavnik i ima BA (hons) diplomu iz lingvističke znanosti, MA u primijenjenoj lingvistici i MBA od Sveučilišta Cambridge. 16
- 19. CoNFERENCE SPeAKeRS Christophe Macht CEO BRANDORA GmbH Christophe Macht was born in 1959 in France and lived in Germany since his youth. Christophe Macht je rođen 1959. u Francuskoj, a u Njemačkoj živi od mladosti. Nakon Following his bank apprenticeship, he studied business economics in Cologne. učenja bankarstva, studirao je poslovnu ekonomiju u Cologni. At the age of 30 he established his first toy shop in Cologne, a second shop followed shortly. U tridesetoj je godini otvorio svoj prvi dućan igračaka u Cologni, a drugi je slijedio veoma Today he is Managing Director of BRANDoRA, an information and service company for the brzo. Danas je Managing Director u BRANDoRA kompaniji, kompaniji za informacije i usluge German toy industry founded in 2000 by Mr. Macht and his two business partners. za njemačku industriju igračaka. Kompaniju je 2000. godine osnovao g. Macht sa svoja dva Key element of BRANDoRA’s well-established web portal is their comprehensive index of poslovna partnera. Ključni element dobro razrađenog BRANDoRINoG web portala njihov je about 200,000 toy products. opsežni indeks od oko 200 000 proizvoda igračaka. Major market players and retail partners like amazon.de, Karstadt, Metro Group, CIAo Veliki marketinški igrači i maloprodajni partneri kao što su Amazon.de, Karstadt, Metro and many more now rely on BRANDoRA content. In 2005, the company launched a new Group, CIAo i mnogi drugi oslanjaju se sada na BRANDoRIN sadržaj. Kompanija 2005. platform tailored for the demands of the licensing industry, followed by the international godine lansira novu platformu prilagođenu zahtjevima industrije licenciranja, a 2007. godine licensing platform brand-licensing.com in 2007. Almost all national licensing agencies and slijedi međunarodna platforma za licenciranje: brand-licensing.com. Gotovo su sve nacion- right owners and an increasing number of international licensors and brand management alne agencije za licenciranje, vlasnici prava, sve veći broj međunarodnih davatelja licenci i companies present their licensed properties in the comprehensive online database that kompanija za upravljanje markama predstavile svoje licencne karakteristike u toj opsežnoj contains detailed information on licensees, categories and respective products. online bazi podataka koja sadrži detaljne informacije o kupcima licenci, kategorijama i What is more, the well-established national and international newsletters have long become respektivnim proizvodima. an absolute “must read” for industry professionals Uz to su dobro organizirane nacionalne i međunarodne publikacije odavno postale „must read“ za industrijske stručnjake Katja Lux Project Manager Licensing BRANDORA GmbH Katja Lux was born in 1971 in Germany. After her training in export trades she worked for Katja Lux rođena je 1971. u Njemačkoj. Nakon obuke u izvoznoj trgovini, radila je u nekoliko several export firms. In january 1999 her first daughter was born. 2000 and 2002 two other izvoznih firmi. U siječnju 1999. Katja je rodila prvu, a 2000. i 2002. i druge dvije kćeri pa je daughters followed, so Katja Lux was on parental leave until the end of 2005. bila na porodiljnom dopustu do prosinca 2005. godine od kada radi u BRANDoRA kompaniji. Since December 2005 she has been working for BRANDoRA Company. Katja Lux je odgovorna za lansiranje, operativnost i širenje platforme za licenciranje: www. Katja Lux is responsible for the launch, the operation and expansion of the licensing lizenzbranche.de. U 2007. godini je razvila online koncept prilagođen međunarodnom tržištu platform www.lizenzbranche.de. In 2007 she developed the online concept tailor-made for licenci. the international licensing market. Danas sve ciljne grupe vlasnika relevantnih prava predstavljaju svoja licencirana vlasništva Today, all target-group relevant rights owners present their licensed properties on these na tim stranicama vezano uz detalje o kupcima licenci, kategorijama i informacijama o pages, linked to details on licensees, categories and product information. proizvodu. BRANDoRINE nacionalne i međunarodne publikacije odavno su nužno štivo za Conference Speakers BRANDoRA’s national and international newsletters have long become an absolute “must industrijske stručnjake. Radi najboljih i pouzdanih informacija, BRANDoRA blisko surađuje read” for industry professionals. For best and reliable information, BRANDoRA works in s međunarodnim poslovnim sajmovima uključujući Kazachok Forum u Francuskoj, Brand close cooperation with international business fairs, including the Kazachok Forum in France, Licensing Europe u UK i Licensing International Expo u Sjedinjenim Državama što je samo Brand Licensing Europe in the UK, and the Licensing International Expo in the United States, par primjera takve suradnje. to name but a few. 17
- 20. CoNFERENCE SPeAKeRS Francesca Ash Publisher and Editor-in-Chief Total Licensing Limited Francesca Ash became involved in the licensing industry thirty years ago when she was Francesca Ash postala je dio industrije licenciranja prije 30 godina kada se uključila u involved in the organization of a conference in London on Merchandising and Licensing organizaciju konferencije u Londonu čije su teme bile merchandising i licenciranje i na kojoj where more than 300 people attended. je sudjelovalo više od 300 ljudi. Realising that licensing was a big ‘unknown’ subject, she was involved in organizing the Shvaćajući da je licenciranje jedna velika „nepoznata“ tema, uključila se u organizaciju first exhibition in the United States and also launched a directory of companies involved, prvog izlaganja u Sjedinjenim Državama, a lansirala je i prvi direktorij uključenih kompanija moving onto newsletters and eventually, through a different company set-up, launched prelazeći na newsleter i na kraju, kroz različite strukture kompanija, lansira magazine. magazines. Francesca Ash bila je prva ne-američka urednica LIMA-e – položaj koji je zadržala dvije Francesca Ash was the first non-American office of LIMA – a post she held for two years. godine. Ira Mayer Publisher, The Licensing Letter President, EPM Communications, Inc. The Licensing Letter, an EPM Communications, Inc. publication Ira is publisher of The Licensing Letter and oversees publication of EPM’s research studies Ira izdaje The licensing letter i prekooceansko izdanje EPM-ovih istraživačkih studija i knjiga, and books, including “International Licensing: A Status Report,” covering 40 countries; uključujući “International Licensing: A Status Report”, koji pokriva 40 zemalja, “Royalty “Royalty Trends Report;” “The Licensing Business Handbook;” “Licensing Business Trends Report”; “The Licensing Business Handbook”; “Licensing Business Databook” i Databook;” and a variety of research studies about U.S. consumer behavior. razne istraživačke studije o ponašanju američkih potrošača. He conducts on-site seminars and has delivered speeches and spearheaded research Vodi on-site seminare, drži govore i vodi istraživačke projekte za klijente kao što su Cox, projects for such clients as Cox, General Mills, McDonald’s, Nickelodeon, Reader’s Digest, General Mills, McDonald’s, Nickelodeon, Reader’s Digest, Sprint, Pizza Hut, Booz-Allen & Sprint, Pizza Hut, Booz-Allen & Hamilton, McKinsey & Co., the National Chicken Council, and Hamilton, McKinsey & Co., National Chicken Council i drugi. others. Irina karijera profesionalnog novinara počela je 1970. kada sudjeluje u „Riffs“ kolumni Ira’s career as a professional journalist began in 1970 as a contributor to the Village Voice’s Vilage Voicea namijenjenoj kritici pop glazbe. Iscrpno je pisao o pop kulturi i masovnim Conference Speakers “Riffs” column of pop music criticism. He has written extensively about pop culture and medijima za Rolling Stone, High Fidelity, Stereo Review, The Sunday New York Times i de- mass media for Rolling Stone, High Fidelity, Stereo Review, The Sunday New York Times, setke drugih izdanja. Dvanaest godina je bio glavni pisac za New York Post, a u isto vrijeme and dozens of other publications. He was chief pop music writer for the New York Post for piše kolumnu o kućnom računalstvu, uređuje newsletter o video industriji i 12 years, during which time he also wrote a column on home computing. Concurrently, industriji kompjuterskih igara te piše i uređuje istraživačke studije za mnoge izdavače. he edited newsletters on the video and computer game industries, and wrote and edited Među njegovim knjigama su “The Electronic Mailbox” (Hayden) o čudesima e-maila – 1988, research studies on marketing for a variety of publishers. i putnički vodiči za New York, Montreal i London (Fodor’s). Among the books Ira has written are “The Electronic Mailbox” (Hayden) about the wonders Ira je izvanredni profesor marketinga na Njujorškom sveučilištu i drži M.A (magistarski of e-mail—in 1988!; and travel guides to New York, Montreal and London (Fodor’s). studij) iz Medijske ekologije na tom Sveučilištu te prvostupnički studij na Hunter Collegeu Ira is an adjunct professor of marketing at New York University, and holds an M.A. in Gradskog njujorškog sveučilišta. Ira je bio predsjednik u Newsletter & Electronoic Publishers Media Ecology from that institution and a B.A. from Hunter College of the City University Association (sada Specialized Information Publishers Association) od 2005. do 2006. of New York. Ira was President of the Newsletter & Electronoic Publishers Association (now Specialized Information Publishers Association) 2005-2006. 18
- 21. CoNFERENCE SPeAKeRS Jovan Milenković Director PRAVA I PREVODI International Copyright Agency Born on December 17 1935 in obrenovac (Serbia). Rođen 17.12.1935. u obrenovcu (Srbija). Prvih 25 godina nakon studija na Filozofskom He spent his first 25 years after studying at the University of Belgrade (History and Theory of Fakultetu u Beogradu (Povijest i teorija svjetske književnosti) proveo je kao urednik Večernjih World Literature) working as editor of Večernji list and TV Novosti, the two largest daily and novosti i TV Novosti, dva najtiražnija dnevna i tjedna izdanja. weekly editions. Since he has never been a member of the Communist Party, he left Serbia in Godine 1973. napušta Srbiju jer nikad nije bio član komunističke partije i preuzima posao u 1973 for Germany. There he took a job in the newspaper Eltern, only to set up the GPA agency redakciji lista Eltern u Njemačkoj, ne bi li nakon godinu dana osnovao sa Gerdom Plesslom in Munich a year later with Gerd Plessl. This company was the first company in any Eastern u Münchenu agenciju GPA, koja se prva za vrijeme komunističkih režima u Istočnoj Europi European country to have dealt with the placement of copyrights under the Communist regime. bavila plasiranjem izdavačkih prava u tim zemljama. GPA je dvije godine kasnije distribuirao Two years later GPA started also distributing comics and merchandising rights, particularly in i stripove i trgovačka prava, posebno se orijentirajući na jugoslaviju. Yugoslavia. In 1985 he parted with Gerd Plessl on good business terms and founded his own Godine 1985. prijateljski se razdvaja od Gerd Plessla i osniva u Münchenu vlastitu agenciju agency in Munich for placement of copyright. In 1989 he co-founded the P&R Permissions & za plasiranje autorskih prava, a 1989. postaje jedan od osnivača P&R Permissions & Rights Rights Ltd., an International agency for the protection and placement of copyright law with offices Ltd. - međunarodne agencije za zaštitu i plasiranje autorskih prava s uredima u nekoliko in several Eastern European countries. In 1993 he returned to Yugoslavia and began to distribute istočnoeuropskih zemalja. Godine 1993. vraća se u jugoslaviju i počinje distribuirati TV TV programs, and later co-founded the first children’s Happy TV terrestrial television and the programe, a kasnije s partnerima osniva prvu dječju zemaljsku televiziju Happy TV i mrežu network of local TV stations MAG. The P&R Permissions & Rights Ltd.. - whose chairman is jovan lokalnih TV stanica MAG. P&R Permissions & Rights Ltd. - čiji je predsjednik uprave jovan Milenković - now has several independent divisions in many countries. It is the largest distributor Milenković - danas ima nekoliko samostalnih odjeljaka u većem broju zemalja. Najveći of TV programs in the region, representing over 300 000 writers from around the world in 14 je distributer TV programa u regiji, zastupa preko 300 000 pisaca iz cijelog svijeta u 14 European countries, co-owner of local TV stations in the former Yugoslavia, issuing DVDs and zemalja Europe, suvlasnik je lokalnih TV stanica u bivšoj jugoslaviji, u suradnji s lokalnim books with the most popular TV characters in cooperation with local distributors. He also takes distributerima izdaje DVD-e i knjige prema najpopularnijim TV likovima i brine za dječiji care for the children’s program of a number of stations in the region, among others RTS Beograd. program više stanica u regiji, u koje se ubraja i RTS Beograd. jovan Milenković is now enjoying in the creation of new projects in the publishing and television, jovan Milenković danas najviše uživa u kreiranju novih projekata u izdavaštvu i televiziji, as well as creating a TV program for new local terrestrial and cable TV stations. kao i u stvaranju TV programa za nove lokalne zemaljske i kablovske TV stanice. eva Karlsson Director of Sales CEE and Nordic Plus Licens HQ Plus Licens AB With the accumulated experience from 20 years within the licensing industry, Eva Kroz 20 godina u industriji licenciranja Eva Karlsson je prikupila golemo iskustvo upravljanja Karlsson has gained vast experience of managing international brands within challenging međunarodnim brendovima unutar zahtjevnih područja u razvoju. and developing territories. Svojim iskustvom uspjela je razviti licenciranje u nordijskim zemljama, a također je bila Her experience covers both the growth and development of licensing in the Nordic territories pionir Plus Licens tvrtke u srednjoj i istočnoj Europi koja je postala vodeća regionalna as well as being part of the early establishment of Plus Licens in CEE and the development tvrtka za licencije. of the Plus Licens agency into the leading licensing agency in this region. Danas Eva nadgleda prodaju i razvoj licencnih programa u nordijskim zemljama i srednjoj i Today Eva oversees the sales and development of the licensing programs in Nordic and istočnoj Europi za premium brendove poput Hello Kitty, Star Wars (Ratovi zvijezda), Hasbro CEE on premium brands such as Hello Kitty, Star Wars, Hasbro brands and Peanuts among brendove i Peanuts (Charlie Brown). others. Conference Speakers 19
- 22. CoNFERENCE SPeAKeRS Olivier Chouraqui General Manager Kazachok “After more than 20 years in the Consumer Electronics Goods, olivier joins Kazachok as a „Nakon više od dvadeset godina rada za Consumer Electronics Goods, oliver se pridružuje partner in charge of business development. As General Manager and International Marketing Kazachoku kao partner odgovoran za razvoj poslovanja. Kao generalni direktor i direktor Director, olivier got a deep experience of International Brand & Industrial Management.” međunarodnog marketinga, olivier je stekao široko iskustvo u industrijskom menadžmentu i menadžmentu internacionalnih brendova.“ Dr. Igor Matutinović Managing Director Institute of market reserche Gfk GfK – center for market research Born in 1957, Croatia. Holds Ph.D. in ecological economics. Since 1999 managing Rođen 1957 u hrvatskoj. Doktorirao je na ekološkoj ekonomiji. od 1999. godine generalni je director of the institute for market research GfK Croatia, member of the direktor Instituta za istraživanje tržišta GfK Hrvatska, koja je članica GfK Grupe Nürenberg, GfK Group Nürenberg, Germany. Njemačka. Professor of market research at the High Business School Zagreb 2008-2010. Profesor je istraživanja tržišta na Visokoj poslovnoj školi u Zagrebu 2008-2010. Teaches course on environment and sustainable development at Faculty of Predaje kolegij okoliša i održivog razvoja na Fakultetu Elektrotehnike i Računarstva, Electrical Engineering and Computing, University of Zagreb. Sveučilište u Zagrebu. Redovito sudjeluje na međunarodnim konferencijama te Participates regularly at international conferences and publishes in peer-reviewed objavljuje članke u recenziranim međunarodnim časopisima većinom na području international journals mostly in the fields of institutional and ecological economics. institucionalne i ekološke ekonomije. Conference Speakers 20
- 23. CoNFERENCE SPeAKeRS Martin Brochstein Senior Vice President, Industry Relations and Information International Licensing Industry Merchandisers’ Association (LIMA) Marty Brochstein joined LIMA in 2008 after 12 years as Executive Editor of The Licensing Letter, a Marty Brochstein pridružio se LIMA-i 2008. nakon 12 godina kao izvršni urednik u Licensing Letter-u, New York-based newsletter that covers the global licensing business. He also was Editorial Director njujorškom newsletteru koji pokriva temu s područja globalnog licenciranja. Bio je i glavni urednik of the parent publishing company, EPM Communications. In addition to writing and editing the twice- matične izdavačke kompanije EPM komunikacije. osim što je pisao i uređivao newsletter koji se monthly newsletter, he also compiled the publication’s industry numbers and edited EPM’s other objavljivao dva puta mjesečno, napravio je i kompilaciju brojeva izdavačke industrije i uređivao je licensing-related publications, including International Licensing: A Status Report, and The Licensing druga EPM-ova izdanja vezana s licenciranjem uključuljući International Licensing: A Status Report i Letter’s Sports Licensing Report. Brochstein was a business journalist for more than 30 years, prima- The Licensing Letter’s Sports Licensing Report. Brochstein je bio poslovni novinar više od 30 godina, rily covering the consumer products and retail industries. Before joining The Licensing Letter, he spent primarno pokrivajući maloprodajnu industriju i potrošačke proizvode. Prije nego što se pridružio five years as Senior Editor of Television Digest and founding editor of Consumer Multimedia Report. Licensing Letter-u, pet godina je radio kao viši urednik Televizije Digest i glavni urednik Customer He also has been editor of several publications in the consumer electronics and retail fields. He is a Multimedia Reporta. Bio je i urednik nekoliko izdanja na području potrošačke elektronike i malopro- graduate of Boston University. Founded in 1985, The International Licensing Industry Merchandis- daje. Diplomac je Bostonskog sveučilišta. osnovana 1985, Međunarodna grupacija za merchandising ers Association (LIMA) is the worldwide trade organization for the licensing industry. LIMA’s main i licenciranje (The International Licensing Industry Merchandisers Association – LIMA), svjetska je objective is to work for the advancement of professionalism in licensing through research, national trgovačka organizacija za industriju licenciranja. Glavni zadatak LIMA-e je izgradnja profesionalizma and international seminars, trade events and publications. With members in 35 countries, offices in u licenciranju kroz istraživanja, nacionalne i internacionalne seminare, trgovačke evente i izdanja. S New York, London, Munich, Tokyo and Shanghai, and representatives in Croatia, India, Italy and Spain, članovima u 35 zemalja, uredima u New Yorku, Münchenu, Londonu, Tokyju i Šangaju, predstavnicima members enjoy access to a wide variety of activities, information and benefits. LIMA sponsors the u Hrvatskoj, Indiji, Italiji i Španjolskoj, članovi imaju pristup širokom rasponu aktivnosti, informacija i annual Licensing International Expo (to be held next in Las Vegas june 14-16, 2011), Brand Licensing povlastica. LIMA sponzorira godišnji Licensing International Expo (sljedeći se održava od 14. do 16. lip- Europe (London), LiMa Licensing Market (Munich), Day of Licensing (Cologne), Licensing Asia (Tokyo), nja 2011. U Las Vegasu), Brand Licensing Europe (London), LIMA Licensing Market (München), Day of Shanghai Licensing Pavilion and the Hong Kong Licensing Show. In addition, LIMA offers ways to Licensing (Cologne), Licensing Asia (Tokyo), Shanghai Licensing Pavilion i Hong Kong Licensing Show. jump start a career in licensing: the Certificate in Licensing Studies (CLS) program which is the only osim toga, LIMA predstavlja i način za početak karijere u licenciranju: Certifikat u programu Licensing educational course specifically designed to prepare professionals to succeed in the ever-changing Studies (CLS) koji je jedini obrazovni program posebno namijenjen za pripremu stručnjaka za uspjeh u licensing industry, and flip, a subset of LIMA offering support and networking for the Future LIMA stalno promjenjivoj industriji licenciranja, a flip, jedinica LIMA-e pruža podršku i networking za buduće Industry Professionals. For more information please visit www.licensing.org. profesionalce u LIMA industriji. Za više informacija, molimo posjetite www.licensing.org Pete Canalichio Vice President, Business development Licensing Brands, Inc Pete brings 20 years of global business experience. Prior to starting Licensing Brands, Inc. Pete ima dvadesetogodišnje iskustvo u globalnom businessu. Prije početka s Licencing in 2009, he served as the General Manager of CardScan, a Newell Rubbermaid Company. Brand Inc, 2009, bio je generalni direktor za CardScan, Newell Rubbermais kompaniju, There he delivered quick wins while rejuvenating the organizational culture. Tamo je ostvario brze uspjehe dok je uvodio novine u organizacijski kulturu. Pete began his licensing career at Coca-Cola in 1997 as the Event Licensing Group Manager Licenciranjem se počinje baviti 1997, u Coca Coli gdje je imao funkciju menadžera grupe where he executed programs in support of the Nagano 1998 Winter olympics, the France za Event Licensing i gdje je vodio programe potpore Zimskih olimpijskih igara u Naganu 1998 FIFA World Cup and NASCAR events. In his second year, he led the group to over 1988, Svjetskog nogometnog prvenstva u Francuskoj 1998. i Nascar evenata. U drugoj $50 million in retail sales, earning $3 million in royalty revenue. In 1998, Pete delivered godini poslovanja doveo je grupu do više od $50 milijuna u maloprodaji zarađujući pri tome $30 million in retail sales in commemorating the first ever race between Dale Earnhardt and $3 milijuna u tantijemima. Pete je ostvario 30$ u maloprodaji povodom komemoracije prve Dale Earnhardt, jr. at the Coca-Cola 500 in Tokyo, the largest co-branded program on record trke između Dalea Earnhardta I Dalea Earnhardta juniora na Coca Cola 500 u Tokiju, najveći Conference Speakers for Coca-Cola. For this he earned the Greatest Contribution to the Licensing Department co-branded program za Coca Colu. Za taj je rad nagrađen Nagradom za najveći doprinos award. odjelu za licenciranje. Pete continued his licensing career at Coca-Cola in 2001 as the Licensing & Consumer Pete ja karijeru u Coca Coli nastavio 2001. kao direktor za licenciranje i aktiviranje Activation Director of the 2002 olympic Winter Games in Salt Lake City, UT. There he potrošača Zimskih olimpijskih igara u Salt Lake Cityju, UT. Tamo je upravljao razvojem i directed the development and implementation of Coca-Cola’s licensing programs and implementacijom Coca Cola programa za licenciranje i aktiviranja potrošača za Zimske consumer activation for the olympic Winter Games. During the Games Coca-Cola sold olimpijske igre. Tijekom Igara, Coca Cola je prodala više od 52 milijuna licenciranih over $2 million of licensed product, a 100% increase over the prior Winter Games. proizvoda što je značilo stopostotni porast u odnosu na prethodne Zimske igre. From 2005 to 2007, Pete served as Director, Global Licensing at Newell Rubbermaid for od 2005. do 2007, Pete je bio direktor Global Licensinga u Newell Rubbermaidu za the Rubbermaid brand. In this role, Pete led a 9 member cross-functional team while Rubbermaid brend. Vodio je devetočlani kros-funkcijski tim dok je bio menadžer za managing 17 licensees. In two years, wholesale sales grew from $30 million to $70 million 17 stjecatelja licenci. U dvije je godine ukupna prodaja porasla s $30 milijuna do and average royalty rates increased by 2%, more than doubling royalty revenue. $70 milijuna, a prosječna naknada od tantijema povećana je za 2%, što je više nego For his achievements, Pete received the MVP Award for stellar contributions to the Global udvostručenu prethodnu zaradu od tantijema. Za taj je uspjeh dobio MVP nagradu za Licensing department. znatne doprinose odjelu za Global Licensing. 21
- 24. CoNFERENCE SPeAKeRS Carl Lumbard Senior Vice President and Managing Director Twentieth Century Fox Consumer Products Carl Lumbard is the Senior Vice President and Managing Director for Twentieth Century Carl Lumbard je viši potpredsjednik i direktor (MD) za 20th Century Fox Consumer Products Fox Consumer Products EMEA. Carl leads the consumer products programme across Fox’s EMEA. Carl vodi program potrošačkih proizvoda kroz upečatljiv niz televizijskih i filmskih strong slate of TV and film franchises including The Simpsons and Ice Age franšiza među kojima su Simpsoni i Ledeno doba. Linas Liubinskas President and Chief Executive Officer ConsultConsortium SPLLC Mr. Linas Liubinskas is the founder and leading worldwide expert on the practice of Impact Linas Liubinskas je osnivač i vodeći svjetski stručnjak za Impact Management, koji se bavi Management, which is designed to build personal and organizational “relevance” in an izgrađivanjem osobne i organizacijske “relevantnosti” u svrhu kapitaliziranja globalizacijskih effort to capitalize on the forces of globalization, while at the same time combating brand kretanja, u istovremenoj borbi protiv “komoditizacije” marka zbog pojavljivanja velikog broja commoditization brought about by the entry of multiple competitors operating within a vast konkurenata koji operiraju na ogromnom broju novih platformi. number of new platforms. Gosp. Liubinskas je vodeći konzultant za međunarodni marketing, strateški menadžment Mr. Liubinskas is a top-tier international marketing, strategy and change management i menadžment promjene, s naglaskom na održivo kreiranje utjecaja, strateško planiranje, consultant, with an emphasis on sustainable impact creation, strategic planning, sales and razvoj prodaje i tržišta, ciljnu segmentaciju, sve aspekte planiranja i izvedbe u marketingu market development, target segmentation, all aspects of marketing planning and execution, različitih razina i menadžmenta korporativnih promjena. and multiple layers of corporate change management. He is experienced in a number of Diplomirao je Marketing na University of Illinois u Chicagu 1986. g. Conference Speakers industries, but primarily financial services and management consulting. Radio je kao direktor strateškog razvitka i maloprodajne distribucije za Hosehold Intl Mr. Liubinskas graduated from the University of Illinois at Chicago in 1986 with a BS in (danas HSBC), marketinški strateg za CUNA Mutual, Portfolio risk menadžer za Marketing. He has served as Director of Strategic Research and Retail Distribution for GE Capital, s odgovornošću za 2.3 milijarde dolara potrošačkog kredita i kao direktor mar- Household Intl (now HSBC), Marketing Strategist for CUNA Mutual, Portfolio Risk Manager ketinga za Axon Solutions u Velikoj Britaniji i Renaissance Capital Consumer Finance for GE Capital overseeing $2.3 billion in consumer credit, and Marketing Director for Axon u Moskvi. Solutions in the UK and Renaissance Capital Consumer Finance in Moscow. od 2001. g. Liubinskas radi kao predsjednik i direktor ConsultConsortiuma SPLLC, koji Since 2001, Mr. Liubinskas has served as President and CEo of ConsultConsortium SPLLC, osigurava konzultantske usluge za visoki menadžment u srednjoj i južnoj Europi, zapadnoj i which provides senior-level consultation across Central and Eastern Europe, West and srednjoj Africi, južnoj i jugoistočnoj Aziji i Srednjem istoku. Central Africa, South and Southeast Asia, and the Middle East. His company serves as a “conduit” between these Developing Countries and Emerging Markets with over 10,000 best-in-class consultants from around the world. His corporate headquarters are in Sofia, Bulgaria, while he operates from his office in Paris. 22
- 25. CoNFERENCE SPeAKeRS Peter Schnohr COO Kidz Entertainment/EEMC A/S Peter Schnohr, 40 years of age with 15 years experience in working with high profile brands. Peter Schnohr, četrdesetogodišnjak je s 15 godina iskustva u radu s visokoprofilnim brendovima. Peter has a Master degree in International Marketing and has among other headed up Hallmark in Peter ima magistarsku diplomu u Međunarodnom marketingu, a između ostalog je vodio Hallmark u Denmark, been Managing Director for Britax/Römer in the Nordic area, He has been Nordic Sales Danskoj i radio kao direktor (MD) u Britax/Romeru u nordijskom području. Bio je direktor prodaje za Director of Hasbro and has been responsible for marketing on Danone, johnson & johnson. Hasbro u nordijskoj regiji i odgovoran za marketing brendova Danone i johnson & johnson. Peter je Peter has always been working to create success for strong well known brands and since he joint oduvijek radio na postizanju uspjeha za jake, poznate brendove i, nakon što se 2010. pridružio Kidz Kidz Entertainment EEMC in 2010 as Chief operating officer, he has continued his work to bring Entertainment EEMC-u kao glavni operativni direktor, nastavio je doprinositi uspjehu brendova u successes to the brands he is involved with. kojima je angažiran. Richard Gottlieb President Richard Gottlieb’s USA Toy Experts Richard Gottlieb is a well known toy industry commentator and President of Richard Richard Gottlieb je poznati komentator industrije igračaka i predsjednik konzultantske tvrtke Gottlieb’s USA Toy Experts, a toy industry consultancy. Richard combines an MBA in Global za industriju igračaka, Richard Gottlieb’s USA Toy Experts. Richard kombinira svoje teoretsko Management with years of toy industry experience to help small, medium, and large toy znanje (MBA iz Globalnog menadžmenta) s dugogodišnjim iskustvom u industriji igračaka manufacturers increase their market share. kako bi pomogao malim, srednjim i velikim proizvođačima igračaka da povećaju svoj udio Richard is frequently interviewed by media worldwide, and has been called on by CNN, PBS, na tržištu. ABC and other media outlets. He is the publisher of Global Toy News as well as a Contribut- Richarda često intervjuiraju razni svjetski mediji, među ostalima CNN, PBS, ABC i drugi. ing Editor to Playthings magazine in the US and Toys n’ Playthings in the UK. Considered an Izdaje Global Toy News, a radi i kao povremeni urednik časopisa Playthings u SAD-u i Toys expert on the toy industry, Richard is frequently asked to speak at toy industry conferences. n’ Playthings u Velikoj Britaniji. Budući da je na glasu kao stručnjak za industriju igračaka, Richard has written a book, Ambassador to the Kingdom of Wal-Mart and his blog, “out of Richarda često zovu kao govornika na konferencijama o industriji igračaka. Conference Speakers the Toy Box” is a popular destination for those who want to know what is happening and is Autor je knjige Veleposlanik u Kraljevini Wal-Mart (Ambassador to the Kingdom of Wal-Mart) going to happen in the toy industry. In addition, Richard produces a monthly bulletin called a njegov blog, „out of the Toy Box” je popularno odredište za one koji žele znati što se “What’s Next” which focuses on coming trends. događa i što će se dogoditi u industriji igračaka. osim toga, Richard izdaje mjesečni bilten Richard is the “Ambassador” to the United States for the Spielwarenmesse International Toy pod nazivom „What’s Next”, koji se fokusira na dolazak novih trendova. Fair in Nuremberg, Germany. In recognition of his prominence in the toy industry, Richard is Richard je „ambasador” Sjedinjenih Američkih Država na Međunarodnom sajmu igračaka member of the United States National Toy Hall of Fame voting committee. Spielwarenmesse u Nürnbergu u Njemačkoj. U znak priznanja za njegovo istaknuto mjesto u industriji igračaka, Richard je imenovan članom biračkog odbora United States National Toy Hall of Fame-a. 23
- 26. CoNFERENCE SPeAKeRS Christian Fortmann Senior Partner / Head of Licensing Law 24ip Law Group Sonnenberg Fortmann Christian Fortmann studied both industrial and manufacturing Systems Engineering at the Christian Fortmann je studirao na Tehničkom sveučilištu u njemačkom Clausthlul te na Technical University in Clausthal and at the Escuela Superior de la Ingeniería Industrial de la Escuela Superior de la Ingeniería Industrial de la Universidad de Zaragoza u Španjolskoj Universidad de Zaragoza in Spain. After receiving his degree, he worked as a consultant in (industrijske i proizvodne inženjerske sustave). Nakon postignute diplome, radio je kao the area of computer simulation for assembly processes in the automobile industry whilst konzultant u automobilskoj industriji na području računalnih simulacija u procesima continuing with his academic studies at the same time. montaže, te u isto vrijeme nastavlja akademsko obrazovanje. He became involved in patent law and after successfully passing the patent bar, he became Zainteresirao se za područje patentnog prava. Nakon uspješno položenog ispita o patentima, a founding partner of the firm Sonnenberg Fortmann (now part of the 24IP Law Group). His postao je osnivački partner tvrtke Sonnenberg Fortmann (sada dio 24IP Law Group). Njegove day-to-day responsibilities include the preparation, filing and prosecution of patents, trade- svakodnevne odgovornosti uključuju pripremu, podnošenje i procesuiranje patenata, marks and designs, conducting revocation proceedings, and opposition proceedings, as well zaštitnih znakova i dizajna, vođenja postupaka opoziva, te postupke prigovora, kao i izradu i as drafting and reviewing contracts with a focus on licensing, software and merchandising. pregled ugovora s naglaskom na licenciranje, software i trgovačku robu. He holds an LL.M. in Intellectual Property Litigation from Nottingham Trent University in the Parničenje na području intelektualnog vlasništva ‘apsolvirao’ je na Nottingham Trent Univer- UK, which provided him with insights into the common law legal system of the Anglo-Amer- sity iz Velike Britanije, čime je stekao unutarnji uvid i potrebna znanja o zakonskoj regulativi ican IP World. His wide experience have made him a preferred partner for colleagues from i pravnom sustavu Anglo-Američkog svijeta (posjeduje LL.M.) Zbog bogatog iskustva, all parts of the world in order to support them in the protection of IP rights and licensing preferirani je partner za kolege iz svih dijelova svijeta za podršku u zaštiti prava intelektual- their intellectual property rights in Germany and Europe. nog vlasništva i licenciranju njihova intelektualnog vlasništva u Njemačkoj i Europi. Christian Fortmann is a member of the German Engineers Federation (VDI), Licensing Ex- Christian Fortmann je član German Engineers Federation (VDI), Licensing Executive Society ecutive Society (LES), and ITechLaw.org. He served as a member of the international Board (LES), i ITechLaw.org. Radio je kao član međunarodnog odbora Direktora za Licensing of Directors for the Licensing Industry Merchandisers Association (LIMA). Industry Merchandisers Association (LIMA). Conference Speakers 24
- 27. Strateški razvoj Licensing & Merchandising programa! Creata je prva kompanija u našoj široj regiji specijalizirana za Licensing & Merchandising savjetovanje. Naš rad orijentiran je na profesionalnu pomoć proizvodnim kompanijama u našoj regiji u generiranju novih profita kroz strateški razvoj i provedbu Licensing & Merchandising programa. Antuna Bauera 4 | Zagreb | HR-10000 | t: 385 1 66 08 733 | f: 385 1 66 08 737 | e: licensing@creata.hr | www.creata.hr 25
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- 29. Licensing as a Licenciranje kao marketing tool marketinški alat The success of a business is measured through Uspješnost posla mjeri se kroz tržišni porast the market increase of the brand value with an vrijednosti marke kojoj pridružuju licenciju i added license and its sales results, which in the njezine prodajne rezultate, što u konaćnici znaći end means that the increase of the brand`s range is da je povećanje dosega brenda lako mjerljivo easily measured with good business results. dobrim poslovnim rezultatima. Celebrity Brendiranje branding: poznatih: l Carmen Electra l Carmen Electra l Christopher Lowell l Christopher Lowell l Countess LuAnn De Lesseps l Countess LuAnn De Lesseps l janet Reger l janet Reger l Lee Cooper l Lee Cooper l Paris Hilton l Paris Hilton l Salma Hayek l Salma Hayek l Sean john l Sean john B B eanstalk Group is the world’s product development, including legal and eanstalk grupa vodeća je svjet- vrijedne resurse za razvoj proizvoda, uklju- leading brand licensing agen- creative guidelines and access to a rich ska brend licensing agenci- čujući pravne i kreativne smjernice, kao i pri- cy and consultancy. As part of archive of products, was launched. The ja i konzultantska kuća. Kao stup bogatoj arhivi proizvoda. Snažna mar- the omnicom group, the world strong marketing support comes through dio omnicom grupe, svjetskog ketinška potpora očituje se u 9 milijuna funti leader in advertising and mar- the 9 million pounds worth of annual cam- lidera u reklamnoj i marketinš- vrijednim godišnjim kampanjama samo u keting communication, it has been in this paigns only in Great Britain. The brand is koj komunikaciji, tim se poslom bavi već tri Velikoj Britaniji. Snaga brenda gradi se i kroz business for three decades an their glo- being strengthened through numerous desetljeća, a globalni doseg osiguravaju ure- brojne glazbene događaje kako u Britaniji, bal reach is ensured through their offic- music events not only in Britain but also at dima u SAD-u, Europi i Aziji. Na konferenciju tako i na festivalima na ostalim europskim es in the USA, Europe and Asia. Attending festivals on other European markets. Also, Licensing New Europa dolazi Ciaran Coyle, tržištima. Također, manifestacija Mr. jack’s the Licensing New Europe conference will the manifestation “Mr. jack`s birthday” is jedan od vodećih svjetskih stručnjaka koji Birthday obilježava se sredinom rujna diljem be Ciaran Coyle, one of the world`s lead- held across Europe in mid September, with vodi europski ured Beanstalka, a održat će Europe uz jako oglašavanje i mnogo kon- ing experts who runs Beanstalk`s European strong advertising and many concerts. worskshop o temi korporativnog brandin- cerata. office. He will hold a workshop on the theme ga i licenciranja, te sudionicima konferenci- of corporate branding and licensing and will Recognisability of a brand je pomoći da vlastiti brend podignu na višu Prepoznatljivost brenda help participants of the conference to raise All these attempts have shown to have paid razinu i za njega stvore licencni program. Svi ti napori pokazali su se opravdanim s their own brand to the highest level and cre- off considering the constant increase of the Koristeći licenciranje kao marketinški alat, obzirom na stalno povećanje vrijedno- ate a licensing program for it. Using licensing brand`s value since a European jack Daniel`s klijentima pomažu pri izgradnji njihovih bren- sti brenda otkada je 2002. godine osno- as a marketing tool helps clients to build their licensing program was launched in 2002. dova. Razvijaju strateške programe licen- van europski program licenciranja jacka own brands. They develop strategic licens- and in 2007. more than 20 million euros was ciranja koristeći se imenima slavnih osoba, Daniel’sa. Tako je 2007. godine ostvareno ing programs by using celebrity names, cor- made through retail. korporativnih robnih marki ili pomalo zabo- više od 20 milijuna eura prihoda u malo- porate labels of forgotten brands. The suc- Another brand whose license they own is ravljenih i uspavanih brendova. Uspješnost prodaji. cess of a business is measured through the jaguar. It is their wish to turn this British car posla mjere kroz tržišni porast vrijednosti Drugi brend na čiju licenciju polažu prava je market increase of the brand value with an into a recognisable British brand which rep- marke kojoj pridružuju licenciju i njezine pro- jaguar. Želja im je tu britansku automobil- added license and its sales results. resents luxury in other sectors too. The stra- dajne rezultate. sku marku pretvoriti u prepoznatljiv britanski tegic licensing plan is pointed in the direc- brend koji označava luksuz i u drugim sekto- Strategic planning tion of luxury consumers with an empha- Strateško planiranje rima. Strateški plan licenciranja usmjeren je one of the examples of successful licensing sis on the lifestyle category, which includes jedan je od primjera uspješnog licenciranja na luksuz potrošača s naglaskom na lifestyle is that of jack Daniel`s. A strategic licensing clothes, sunglasses, perfume, furniture… onaj jacka Daniel’sa. Razvijen je strateš- kategorije koje uključuju odjeću, naočale, plan was developed for primary European The results have justified their intentions. ki plan licenciranja za primarna europska parfeme, namještaj... Rezultati su pokazali markets – Great Britain, Germany, Italy and More than 130 million dollars revenue from tržišta - Veliku Britaniju, Njemačku, Italiju svu opravdanost njihovih nastojanja. Naime, Spain. The second phase included aggres- sales is brought in by around 60 licensed i Španjolsku. Sekundarna faza uključivala više od 130 milijuna dolara prihoda od pro- sive campaigns for western and eastern products that are offered across the world. je agresivne kampanje za zapadnu i istoč- daje donosi 60-ak licenciranih proizvoda koji Europe and South Africa. A jack Daniel`s Marko Perić nu Europu te južnu Afriku. Pokrenuta je i se nude diljem svijeta. website, that offers valuable resources for jack Daniel’s internetska stranica koja pruža Marko Perić 27
- 30. Croatia and theregion have a big opportunity for growth The first boom in this sector happened in the 1970`s with the appearance of Star Wars, which were the first bait for consumers. The Ninja Turtles and The Power Rangers appeared in the following few decades, while today we have Sponge Bob and other interesting heroes. When speaking of these animated characters, licensing holds a great importance in the planning of the manufacturing process. T his year`s conference Licensing New cent, while in Europe this share is only 8 percent. “ The reason for my coming to this conference is to The economic crisis has had an influence on Europe, International Licensing and When we speak of brands founded on characters learn as much as I can about the market of “New this sector as well but there are indications that Merchandising Industry Show and for entertainment, the leading markets are of those Europe” and to understand their way of thinking. things are heading forward. Everyday companies Conference, with Brand and Character in Latin America and Africa where the make up 40 Last year the gathering in Rovinj was fantastic. We invest more and more into new products and so licensing as the main theme, will percent of licensed goods retail sales. discovered professor Baltazar who is a impres- give consumers more reasons to spend money”, be held in Zagreb from the 11.-13. November Taking into account that 360 million people live sionable character in this area while outside of points out Brochstein. and will enable everyone who wishes to learn in this region and their consumption is currently the borders hardly anyone has heard of him. The He, above all, deals in sports licensing. “ The and gain necessary prerequisite conditions and minimal, it is understandable what kind of poten- other example is the Slovenian Umko, who no one key element for licensing is the capability of knowledge about this exciting and attractive busi- tial is hiding here, Mayer explains the situation in has ever heard of outside of the state. This is also the license (logo, mascot, sign, name) to gen- ness. Speaking at the conference will be Marty the region which he calls “New Europe”. “ For the an excellent opportunity to initially meet the local erate emotions and provoke a reaction in the Brochstein, the Vice president of LIMA, the editor future of this business in this region it is neces- business leaders, which could result in joint busi- consumer. If there is no emotional connection, of a few American magazines and one of the big- sary to have quality infrastructure for distribution ness projects”, points out Francesca Ash. there is no sale. Given the fact that sport is high- gest experts in licensing, Francesca Ash, publish- and this is where you should seek advice from The advantage of this conference over other ly emotional, there is a great potential in licens- er and editor of Total Licensing, one of the most multinational companies that have experience in events is that it is organized by local people, ing,” says Brochstein. famous and respected magazines of the global trading with these types of goods. You must also explains Francesca Ash and adds how it was In the USA licensing in sports is mostly built licensing industry, the initiator of the first confer- be aware that licensed products are predicted for know to happen that some organiz- ence on the theme of licensing and icons in the the middle and upper classes, so the ones with ers invite American companies to hold world and Ira Mayer, publisher of the most famous lesser spending power are not the targeted group. classes and presentations and in the and most respected reports containing market In the end, you must build a relationship between end everything is left at that. analyses and trends, publisher and editor of a few the owner of the license and the manufacturer, so “This has almost no effect because licensing publications and one of the best experts they can grow together with the market and help many things are not adaptable to their in the industry, the President of the Board of EPM each other out.” cases. The fact that the manifestation Communications. As there is no formal education one of the pioneers, Francesca Ash, points out in Zagreb is being held parallel with or school that this business could be studied at, that she has been in the business for thirty years. “I the Book fair, will, I believe, contrib- this conference is an ideal opportunity for gaining organized the first conference in London in 1979. ute to the larger fluctuation of peo- new knowledge because the mentioned speak- More than 300 people from all over the world ple and interested parties, “ concludes ers are true authorities of the licensing industry, attended, which gave us a reason to conclude that Francesca Ash. that have in fact, created it and they are coming licensing has a future. Soon we started publishing “The region of “New Europe” is with a wish and a will to pass on their practical different newsletters as to include as many people interesting to all business communi- knowledge to people who know how to recognize as possible. I started the magazine Total Licensing ties, as it is to us who are in licensing. a presented opportunity of a business worth 200 in 2003. and its success is manifested through the The naming of Željko William Krnjak billion dollars. fact that it is being read in 103 countries”, points as the representative of LIMA for this out Francesca Ash. region is a big step forward for this sec- Growth since the seventies The first boom in this sector happened in the tor and for this area,” points out Marty The value of licensed goods sold in the world 1970`s with the appearance of Star Wars, which Brockstein. through retail amounted to 149,77 billion dollars were the first bait for consumers. The Ninja Turtles Getting to know the industry last year, according to the International Licensing and The Power Rangers appeared in the following The mission of LIMA is to help com- Status Report. Leading are the markets of the few decades, while today we have Sponge Bob panies and educate them about this USA and Canada with 62 percent of the total and other interesting heroes. When speaking of business so they could come up with share, followed by Europe (22 percent) and Asia these animated characters, licensing holds a great answers to all the market demands (12 percent). importance in the planning of the manufacturing and challenges. Many people think that “Leading in product sales are fashion brands process. The costs of animated films have risen licensing is just the using of a name or with 23 percent of the total share. However, the so much so that the possibility of revenue through logo but I is much more than just that. success of a certain product on a single market licensing has become one of the key points in “ our first task is to identify companies who around event organizers – NBA, MLB, NFL,NHL. is determined by many different factors, above budget planning. already use licensing and then introduce other only rare clubs such as the Los Angeles Lakers all cultural and economic differences, legal limi- Lead by these policies many other companies companies to this industry. After a network of (NBA) or the New York Yankees (MLB) can indi- tations of foreign product media exposure”, Ira want to expand their business in that direction. The interested parties is formed it will be easier for the vidually break onto the market. on the other Mayer points out. For example the local fashion best examples are Coca-Cola, Electrolux, Ferrari business to develop. The arrival on a new market side in Europe the main initiators of licensing industry is very strong in Europe with a share of and many other global companies. Many celebri- is a big challenge for all of us. It is always fascinat- are the clubs themselves, such as Manchester about 30 percent, while it is only 20 percent in the ties like Elvis Presley and Paris Hilton have been ing to observe how the set rules in one part of the United and Barcelona. Here, event organizers USA and Canada, explains Mayer and adds how in licensed as have sporting events and clubs. world are able to adjust to the real market condi- hold a much lesser role. South America trademark brands take up 26 per- A chance for discoveries tions in a new region. Hrvoje Reljanović 28
- 31. Hrvatska i regija imaju veliku priliku za rast Prvi bum u ovoj branši dogodio se sedamdesetih godina prošlog stoljeća pojavom Star Warsa, koji su bili pravi mamac za potrošače. Sljedećih desetljeća pojavile su se Ninja kornjače i Power Rangersi, a danas imamo Spužvu Boba i ostale zanimljive junake. Kada je riječ o tim animiranim likovima, licenciranje ima veliku važnost u planiranju proizvodnog procesa. o vogodišnja konferencija Licensing idealna prilika za stjecanje novih znanja jer su jedna od pionirki, Francesca Ash, ističe kako Činjenica da se manifestacija u Zagrebu odvija New Europe, International Licensing spomenuti predavači istinski autoriteti industrije je u poslu već 30 godina. “Prvu konferenciju usporedo sa Sajmom knjiga dodatan je bonus & Merchandising Industry Show & licenciranja, koji su je de facto stvarali, a dola- organizirala sam još 1979. godine u Londonu. koji će, vjerujem, pridonijeti još većoj fluktuaciji Conference, koja će se s glavnom ze upravo sa željom i voljom da stečena znanja Na nju je došlo više od 300 ljudi iz čitavog svi- ljudi i interesnih skupina”, zaključuje Francesca temom Brand & Character licenci- iz prakse prenesu ljudima koji znaju prepoznati jeta, što nam je dalo razloga misliti kako licenci- Ash. ranja održati u Zagrebu od 11. do 13. studenoga, priliku koja im se pruža jer je riječ o poslu koji je ranje ima budućnost. Uskoro smo počeli s izda- “Područje ‘nove Europe’ zanimljivo je svim omogućit će svima koji to žele da nauče i ste- vrijedan 200 milijardi dolara. vanjem različitih biltena kako bismo uključili što poslovnim zajednicama, pa tako i nama koji knu potrebne preduvjete i znanja o tom uzbudlji- više ljudi. Časopis Total Licensing pokrenula sam se bavimo licenciranjem. Imenovanjem Željka vom i atraktivnom poslu. Na konferenciji će tako Rast od sedamdesetih 2003. godine, a njegov se uspjeh manifestira Williama Krnjaka za predstavnika LIMA-e za ovu govoriti Marty Brochstein, potpredsjednik LIMA-e, Vrijednost prodane licencirane robe u svijetu u kroz podatak da se čita u 103 zemlje”, ističe regiju velik je korak naprijed, kako za ovu bran- urednik nekoliko američkih časopisa i jedan od maloprodaji u prošloj je godini iznosila 149,77 Francesca Ash. šu, tako i za ovu regiju”, ističe Marty Brochstein. najvećih poznavatelja licenciranja, Francesca milijardi dolara, prema International Licensing Prvi bum u ovoj branši dogodio se sedam- Ash, izdavačica i urednica Total Licensinga, jed- Status Reportu. Prednjače tržišta SAD-a i Kanade desetih godina prošlog stoljeća pojavom Star Upoznavanje s industrijom nog od najpoznatijih i najcjenjenijih časopisa glo- sa 62 posto ukupnog udjela, a potom Europa (22 Warsa, koji su bili pravi mamac za potrošače. Misija LIMA-e jest pomoći tvrtkama i educirati ih balne industrije licenciranja, organizatorica prve posto) i Azija (12 posto). Sljedećih desetljeća pojavile su se Ninja kornjače o tom poslu kako bi one mogle odgovoriti na sve “U prodanim proizvodima prednjače i Power Rangersi, da bismo danas imali Spužvu tržišne zahtjeve i izazove. modni brendovi sa 23 posto ukupnog Boba i ostale zanimljive junake. Kada je riječ o Mnogi ljudi misle da je licenciranje samo korište- udjela. Međutim, uspješnost određe- tim animiranim likovima, licenciranje ima veliku nje imena ili loga, no to je mnogo više od toga. nog proizvoda na pojedinom tržištu važnost uopće u planiranju proizvodnog procesa. “Naš je prvi zadatak identificirati tvrtke koje uvjetuju mnogi čimbenici, prije svega Naime troškovi izrade animiranih serija toliko su već koriste licenciranje, a zatim i druge upoznati kulturne i ekonomske razlike, zakon- porasli da je mogućnost prihoda od licenciranja s tom industrijom. ska ograničenja medijske izloženosti jedna od ključnih stavki u planiranju budžeta. Nakon što se stvori mreža zainteresiranih stranih proizvoda”, ističe Ira Mayer. Vođene tom politikom, i mnoge druge kom- subjekata, cijeli će se posao lakše razvijati. Primjerice u Europi je snažna doma- panije svoje poslovanje žele proširiti u tom smje- Dolazak na novo tržište velik je izazov za sve ća modna industrija s udjelom oko 30 ru. Najbolji su primjeri Coca-Cola, Electrolux, nas. Uvijek je fascinantno promatrati kako se pra- posto, dok ona u SAD-u i Kanadi izno- Ferrari i još mnoge druge globalne kompani- vila utvrđena u jednom dijelu svijeta prilagođava- si samo 20 posto, objašnjava Mayer i je. Licencirane su i brojne ličnosti poput Elvisa ju stvarnim tržišnim uvjetima u novom području. dodaje kako se u Sjevernoj Americi na Presleyja ili Paris Hilton, kao i sportska natjeca- Kriza je utjecala i na ovaj sektor industrije, no trademark brendove odnosi 26 posto, nja i klubovi. postoje znakovi da stvari kreću prema naprijed. dok je u Europi taj udjel samo 8 posto. Tvrtke svakim danom sve više ulažu u nove pro- Kada je riječ o brendovima utemeljeni- Prilike za otkrića izvode i tako daju potrošačima više razloga za ma na likovima za zabavu, prednjače “Razlog mog dolaska na ovu konferenciju je želja trošenje novca”, ističe Brochstein. tržišta Latinske Amerike i Afrike gdje da naučim što više stvari o tržištu ‘nove Europe’ on se prije svega bavi licenciranjem u sportu. oni čine 40 posto maloprodajne pro- i pokušam shvatiti njihov način razmišljanja. Na “Ključni je element za licenciranje sposobnost daje licencirane robe. prošlogodišnjem okupljanju u Rovinju bilo je fan- licencije (logotipa, maskote, znaka, imena) da S obzirom na to da u ovoj regiji živi tastično. otkrili smo profesora Baltazara, koji je generira emocije i izazove reakciju kod potro- 360 milijuna ljudi, a njihova je potroš- upečatljiv lik na ovim prostorima, no izvan gra- šača. nja trenutačno minimalna, razumljivo je nica malo je tko čuo za njega. Drugi je primjer Ako nema emocionalne veze, nema ni proda- koliki se potencijal tu krije, objašnjava slovenski Umko, za kojega izvan granica matič- je. S obzirom na to da sport obiluje emocijama, Mayer stanje u regiji koju naziva “nova ne države gotovo nitko ne zna. osim toga, ovo postoji i velik potencijal za licenciranje”, ističe Europa”. “Za budućnost ovog posla u je odlična prilika da upoznamo ovdašnje vodeće Brochstein. vašoj regiji nužno je uspostaviti kvali- poslovne ljude i s njima ostvarimo kontakt koji U SAD-u je licenciranje u sportu uglavnom tetnu infrastrukturu za distribuciju i tu može rezultirati nekim zajedničkim poslovnim izgrađeno oko organizatora natjecanja — NBA, biste trebali potražiti savjete multinaci- projektom”, ističe Francesca Ash. MLB, NFL, NHL. Samo se rijetki klubovi poput konferencije na temu licenciranja i ikona u tom onalnih kompanija koje imaju iskustva u trgovi- Za razliku od sličnih događanja, prednost je Los Angeles Lakersa (NBA) ili New York Yankeesa svijetu, te Ira Mayer, izdavač najpoznatijih i naj- ni tom vrstom robe. Također, morate biti svjesni ove konferencije u tome što je organiziraju lokalni (MLB) mogu samostalno probiti na tržište. S cjenjenijih izvještaja s analizama tržišta i trendo- da su licencirani proizvodi uglavnom namijenjeni ljudi, pojašnjava Francesca Ash i dodaje kako se druge strane u Europi su glavni pokretač licen- va, izdavač i urednik nekoliko publikacija o licen- srednjoj i visokoj klasi te da oni s manjom pla- zna dogoditi da neki organizatori pozovu američ- ciranja sami klubovi poput Manchester Uniteda ciranju i jedan od najboljih poznavatelja industrije, težnom moći nisu ciljana skupina. Naposljetku, ke kompanije da održe predavanja i prezentacije ili Barcelone. ovdje organizatori natjecanja imaju predsjednik uprave EPM Communicationsa. Kako morate izgraditi odnos između vlasnika licencije i sve ostane na tome. puno manji značaj. ne postoji formalno obrazovanje ili škola u kojoj i proizvođača, kako bi oni mogli rasti zajedno s “To nema gotovo nikakvog efekta jer mnoge Hrvoje Reljanović se može naučiti taj posao, ova je konferencija tržištem i međusobno si pomagati.” te stvari nisu primjenjive u njihovim slučajevima. 29
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- 33. SHOW EXiBiTORS iZLAGAČi SHOW EXiBiTORS iZLAGAČi IZLAGAČI SHOW EXIBITORS 31
- 34. SHoW eXIBItORS BusinessNewEurope T: +44 20 8133 6221 Shluterstrasse 19, 10625 Berlin F: +44 203 031 1322 Germany E-mail: editor@businessneweurope.eu Website: www.businessneweurope.eu Business new europe (bne) is unique as it the only magazine covering business, Business new europe (BNE) je jedinstven po tome što predstavlja jedini časopis koji economics, finance and politics in the dynamic new markets of central, eastern and pokriva poslovni svijet, ekonomiju, financije i politiku na dinamičnim novim tržištima southeast Europe in English. središnje, istočne i jugoistočne Europe na engleskom jeziku. Currently readers interested in this region have to read over a dozen local language Trenutno čitatelji zainteresirani za ovu regiju moraju čitati na desetke novina na newspapers if they want to follow the action in new Europe, and almost all of these lokalnim jezicima ako žele pratiti događanja u novoj Europi, od kojih su gotovo sve are of very low quality. vrlo niske kvalitete. bne’s veteran team of journalists have more than 50 years of collective experience of bne-ov tim novinara-veterana broji više od 50 godina zajedničkog iskustva reporting on this dynamically growing region and can explain the “why” of “what” is izvještavanja o ovoj regiji u dinamičnom rastu i može objasniti “zašto” ili “što” se going on. događa. bne goes beyond the headlines to add value and explain the story behind the news. bne svjesno zahvaća daleko iza samih naslova kako bi dodao vrijednost i objasnio A third of bne’s content is commentary and analysis explaining the story that priču koja se nalazi iza vijesti. Trećinu bne-ovih sadržaja čine komentari i analize koje investors need to know for making investment decisions. Most of the newspapers objašnjavaju priču s kojom investitori moraju biti upoznati ne bi li donijeli investicijske (and all of the newswires) simply report the facts of the story, with out explaining the odluke. Većina novina (i svi teleksi) jednostavno izvještavaju o činjenicama u priči, bez importance of the story. da objasne u čemu je njezina važnost. Almost all our writers have lived and worked in their respective countries for many Gotovo svi naši novinari živjeli su i radili u ovim zemljama dugi niz godina i izgradili years and built up unsurpassed contacts and knowledge of their market. nenadmašne kontakte i poznavanje tih tržišta. Almost all have worked with the leading international publications such as the Gotovo svi su radili u vodećim međunarodnim časopisima i novinama, kao što su Financial Times (four of bne current writers are also FT bureau chiefs), The Wall Street Financial Times (četiri aktualna novinara bne-a su također predstojnici FT-ovih journal, Daily Telegraph, The Banker, Euromoney, BusinessWeek, and so on. uredničkih deskova), The Wall Street journal, Daily Telegraph, The Banker, Euromoney, The second half of bne’s job is to function as an “intelligent filter”. Investors can be BusinessWeek, i tako dalje. overwhelmed by research – much of it contradictory. bne’s daily lists pick out the Druga polovina bne-ove zadaće je da funkcionira kao inteligentni filter. Ulagači znaju best research of the day, the new ideas or the most concise explanations of what is biti preplavljeni istraživanjima – od kojih mnoga budu kontradiktorna. bne-ove dnevne going on. liste izabiru najbolja dnevna istraživanja, nove ideje ili najsažetija objašnjenja o tome bne’s intelligent filter means investors and businessman can stay on top of the što se događa. latest developments without having to wade through mountains of research or news bne-ov inteligentni filter omogućava investitorima i poslovnim ljudima da neprestano reports. prate najnovija događanja bez da sami moraju kopati kroz brda istraživanja ili vijesti. Show Exibitors 32
- 35. SHoW eXIBItORS Bruno Productions B.V. T: +31 570 789 400 Gotlandstraat 34/36, 7418 AX Deventer F: +31 570 789 435 The Netherlands E-mail: info@brunoproductions.com Sanne van der Linden Licensing Coordinator Website: www.brunoproductions.com Jolien Blanken Licensing Assistant Bruno Productions is an independent licensing agency based in the Netherlands. Bruno Productions je neovisna agencija za licenciranje sa sjedištem u Nizozemskoj. With more than 20 years of experience in mediating it is well established in S više od dvadeset godina medijskog iskustva, ima čvrsto utemeljen položaj u representing and marketing various characters and brands. predstavljanju i marketingu raznih likova i brendova. jedan od posljednjih uspjeha one of Bruno Productions most recent successes is Angel Cat Sugar, a new character Bruno Productions agencije je Angel Cat Sugar, novi lik gospođe Yuko Shimizu, from the original creator of Hello Kitty, Mrs. Yuko Shimizu. other properties that are izvorne autorice Hello Kitty. being represented by this agency are Wooly, Soft Spots, 5x30+, American Greetings’ Agencija predstavlja i Wooly, Soft Spots, 5x30+, američke najnovije CGI-serije newest CGI-series “The Twisted Whiskers Show”, Calimero and Fido Dido. “The Twisted Whiskers Show”, Kalimera i Fido Dido. For more information about Bruno Productions and its properties, please have Za više informacija o agenciji Bruno Productions, molimo posjetite a look at www.brunoproductions.com. www.brunoproductions.com. Angel Cat Sugar Angel Cat Sugar Angel Cat Sugar, from the original creator of Hello Kitty, is adored by children for its Angel Cat Sugar, autorice Hello Kitty, djeca obožavaju jer je slatka, cool tinejdžeri cuteness, cool teens for the japanese trend setting appeal and adults for the quirky zbog japanskog trend-settinga, a odrasli zbog uvrnutog dizajna. Angel Cat Sugar designs. Nowadays, Angel Cat Sugar has grown to having over 300 products danas ima više od 300 proizvoda dostupnih u Aziji, Europi i Sjedinjenim Državama. available in Asia, Europe and the US. Angel Cat Sugar is embraced by celebrities in Miljenica je slavnih osoba kao što su Claudia Schiffer, Dannii Minogue, Geri Halliwell the likes of Claudia Schiffer, Dannii Minogue, Geri Halliwell and others. i drugi. Wooly Wooly Wooly, the little lamb that will warm your heart and more importantly, that of Wooly, malo janje koje će stopliti vaše i što je još važnije, dječje srce. children. Wooly has style and is unique in its ageless visual portrayal. Wooly ima svoj stil i jedinstven je u svojoj bezvremenskoj vizualnoj pojavi. Vibrant and pure colours are encapsulated in bold, delineative lines to capture the Treperave i čiste boje uokvirene su podebljanim rubnim linijama da zadrže attention of the young. pozornost najmlađe publike. Soft Spots Soft Spots Soft Spots are six cute, little Dalmatian puppies in fun, fresh, funky colours. Soft Spots su šest malih slatkih dalmatinaca u zabavnim, svježim, funky bojama. They came to live as Sophie painted them; each puppy reflects an aspect of her U život ih je dovela Sophie kada ih je naslikala i svaki psić odražava jednu stranu personality: Beauty, Itchy, Trouble, Tickly, Sad and Sunny spot...designed to njene osobnosti: Beauty, Itchy, Trouble, Tickly, Sad i Sunny spot... diraju „slabu appeal to the soft spot in everyone. točku“ u svakome od nas! 5x30+ 5x30+ 5x30+; imagine that you are a woman living in our current society, desperately 5x30+; zamislite se kao ženu koja živi u današnjem društvu i očajnički traži seeking for happiness and love. You will find yourself in situations ranging ljubav i sreću. Naći ćete se u situacijama koje variraju od veoma neugodnih from very embarrassing to total happiness; eventually learning that you don’t do situacija ispunjenih srećom; na kraju ćete naučiti da ne treba sve u životu have to take everything in live so seriously. That is what 5x30+ is all about!. shvaćati toliko ozbiljno. Upravo o tome je 5x30+! Show Exibitors 33
- 36. ISPLATI SE BITIPRETPLATNIK BUSINESS.HR-a! Uz najčitanije poslovne dnevne novine, svim pretplatnicima darujemo... ...mjesečno Business Class, luksuzni lifestyle magazin ...četiri puta ...ponedjeljkom b2b prilog godišnje qLife, prvi stručni časopis za liderstvo i organizacijski razvoj ...godišnje, magazin Gazele OdjeL prOdaje pretpLate Besplatni tel.: 0800 300 003, tel.: 01 555 1 555, fax: 01 555 1 544, e-mail: pretplata@business.hr, web: www.business.hr 34
- 37. SHoW eXIBItORS BUSINESS.HR d.o.o. T: + 385 1 555 1 600 Slavonska avenija 2/9, 10000 Zagreb F: + 385 1 555 1 544 Croatia E-mail: redakcija@business.hr; oglasi@business.hr Zlatko Čaušević pretplata@business.hr; marketing@business.hr Director Website: www.business.hr Business.hr is the most widely read daily business newspaper in Croatia and one of Business.hr najčitanije su poslovne dnevne novine u Hrvatskoj i jedan od najčitanijih the most read business web portals. It provides a not to be missed source of informa- poslovnih web portala. Nezaobilazan su izvor informacija ambicioznih, obrazovanih, tion for ambitious, educated, mobile people, and offers the most relevant accounts of mobilnih ljudi te najrelevantniji pregled gospodarstva i financija. the economy and finances. Business.hr pokrenut je 2005. godine kao tjednik, a 2008. godine prerastao je u Business.hr started up in 2005 as a weekly magazine, and became a daily paper in dnevnik i kontinuirano širi čitalačku publiku te otvara nove kanale komuniciranja s 2008. Its readership continued to grow and it formed new channels of communica- oglašivačima. Kao vodeći medij i autoritet za hrvatske poslovne ljude, Business.hr želi tion with advertisers. As the leading form of media and authority for Croatian business pridonijeti afirmaciji i razvoju hrvatskih poslovnih subjekata i gospodarstva u cijelosti, people, Business.hr aims to contribute to the affirmation and development of Croatian promičući visoke etičke vrijednosti i europske norme u poslovanju. businesses and the economy as a whole, promoting high ethical values and European Provokativan i istraživački pristup temama profilirao je čitateljsku publiku Business. norms in business. hr-a u najšire pore hrvatskog gospodarstva, od poduzetnika do top-menadžmenta The provocative and investigative approach that it takes to topics means that Busi- najvećih kompanija. Redizajnom web portala učinjen je novi iskorak prema stvar- ness.hr has an audience that permeates right through the Croatian economy, from anju vodećega poslovnog portala, koji će zadržati prepoznatljivost po brzini objave entrepreneurs to managing directors of the largest companies. With the redesign of relevantnih poslovnih vijesti i događanja. the web portal, a new step has been taken towards the creation of a leading business Za svoje pretplatnike Business.hr izdaje besplatne b2b tjedne priloge, Business Class, portal, which will help it maintain its recognisable edge for the quick publication of luksuzni lifestyle mjesečnik, te magazin Gazele. U suradnji s quantum21.net portalom relevant business news and events. Business.hr publishes b2b weekly attachments, izdaje i qLife, časopis za liderstvo i organizacijski razvoj 4 puta godišnje as well as a luxurious lifestyle monthly Business Class and the Gazelle magazine for its subscribers. In cooperation with quantum21.net, Business.hr publishes also qLife magazin for leadership and organizational growth 4 times a year Gazelle Gazele Gazelle is a project where the Business.hr media house promotes the rapidly grow- Gazele su projekt kojim medijska kuća Business.hr promovira brzorastuće male ing number of small and medium firms. They are critical for the opening up of new i srednje tvrtke, ključne za otvaranje novih radnih mjesta i ekonomski razvoj work places and the economic development of the country. This highly nurtured zemlje. Pokrenut 2006. godine, ovaj zapaženi projekt uključuje magazin Gazele i project started in 2006 and includes Gazelle magazine and offers prizes to the most podjelu priznanja najuspješnijim hrvatskim poduzetnicima. Magazin Gazele izlazi successful Croatian entrepreneurs. Gazelle magazine is published once a year at the jednom godišnje, krajem studenoga, a objavljuje cjelovit pregled ključnih podataka end of the year. This includes the publication of a thorough overview that offers key o poslovanju oko 2000 brzorastućih hrvatskih poduzeća koja posluju korektno i data about the operations of around 2000 of the fastest growing business subjects transparentno. in Croatia, who do their business correctly and transparently. Show Exibitors 35
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- 39. SHoW eXIBItORS Croatia film T: +385 1 481 37 11, + 385 1 492 25 60 Katančićeva 3, 10000 Zagreb F: +385 1 492 25 68, 385 1 481 05 37 Croatia E-mail: ivana.galic@croatia-film.hr Ivana Galić Managing Director Website: www.croatia-film.hr www.hlapic.net www.djecja.tv CRoATIA FILM was founded in 1946 as a film company for the distribution of domes- CRoATIA FILM je osnovan 1946. kao filmska kompanija za distribuciju domaćih i tic and foreign films. Its activities expanded during the 60s and the company started stranih filmova. Tijekom šezdesetih godina kompanija širi svoje aktivnosti i počinje s production of feature and commercial films on its own. Numerous significant short vlastitom produkcijom dugometražnih igranih i komercijalnih filmova. CRoATIA FILM and feature films for children and adults, as well as many commercial films, were animacijski studio je iznjedrio brojne kratke i dugometražne igrane filmove za djecu i created at CRoATIA FILM animation studio. CRoATIA FILM created the Croatian odrasle kao i mnoge komercijalne filmove. Stvorili su dječji brend Hlapić čije se mer- children’s brand Lapitch, whose merchandise is based on heroes from the animated chandising temelji na junacima iz animiranog filma i serije “Čudnovate zgode Šegrta film and the series “Lapitch, the Little Shoemaker.” CRoATIA FILM is also the author Hlapića”. CRoATIA FILM je i autor humorne i satiričke televizijske serije za odrasle of “Good Night, Croatia” a humoristic and satirical television series for adults. “Laku noć, Hrvatska” koja je svojom svakodnevnom desetominutnom produkcijom The series pushed the boundaries of possibility in the world of animation, even at a pomaknula granice mogućnosti u svijetu animacije na globalnoj razini. Zahvaljujući global level, with its ten minutes of animation production each day. Thanks to its long dužem produkcijskom iskustvu, CRoATIA FILM pruža visokokvalitetne usluge vezane experience in production, CRoATIA FILM provides high quality services related to the za produkciju animiranih, dokumentarnih i igranih dugometražnih filmova i videos- production of animated, commercial, documentary and feature films and video spots. potova. Vlasništvo: Hlapić Property: Hlapić / Lapich. Hlapić / Lapitch Hlapić / Lapitch Lapitch, the little shoemaker (Hlapic, cro), famous Croatian animated children char- Šegrt Hlapić, slavni animirani dječji lik je preuzet iz bajke Čudnovate zgode šegrta acter, developed on the a fairy tale “The adventures of Lapitch, the little shoemaker” Hlapića proslavljene hrvatske spisateljice Ivane Brlić Mažuranić. Priča je to o avan- by famous Croatian writer Ivana Brlic Mazuranic. It is a story about adventures of a turama malog miša, hrabrog i inteligentnog postolara little mouse, the brave and intelligent shoemaker. jedinstveni dječji marketinški brend, Hlapić, koji je stvoren i još se uvijek razvija u CRoATIA FILMU, uključuje: The unique Croatian children market brand Lapitch, developed and still being - animirani dugometražni film “Čudnovate zgode šegrta Hlapića”, developed within CRoATIA FILM, includes: - animiranu seriju “Čudnovate zgode šegrta Hlapića”, - animated feature film Lapitch, the Little Shoemaker - dječju zabavnu i obrazovnu igrano-animiranu emisiju Hlapićeva televizija, - animated series of Lapitch, the Little Shoemaker - animiranu seriju Hlapićeve sportske igre, - children’s entertainment and educational television show Lapitch’s Television - interaktivni CD RoM Poštujte naše znakove, Hlapićeve sportske igre i učenje slova - animated series Lapitch Sports Games i brojeva s Hlapićem, - interactive CD RoMs obey our Signs, Lapitch’s Sports and Learning Letters and - niz raznih proizvoda koji predstavljaju Hlapića i njegova prijatelje koji se prodaju u Numbers With Lapitch Hlapićevim trgovinama u Hrvatskoj kroz licenciranje i vlastitu produkciju - a series of various products featuring Lapitch and his friends which are sold in Lapitch’s Stores in Croatia through licence and through own-production. Show Exibitors 37
- 40. Research, Analysis &Contacts To www.epmcom.com Build Profitable Licensing Programs The Licensing Letter TLL MAY 3, 2010 Vol XXXIV, No. 9 THE The indispensable tip sheet for savvy executives — and the leading LICENSING LETTER resource in the licensing business for news, numbers, and names. No fluff, T H E D E F I N I T I V E S O U R C E F O R D ATA , A N A LY S I S , N E W S A N D C O N TA C T S S I N C E 1 9 7 7 no ads. Just the information you need to perform Augmented Reality And What It Means For The Toy Industry: Will It Hit In Licensed Toys, For 3-D Films? With the number of 3-D movies seeming to increase exponentially with each new release, wait and see approach. “When you first see AR, it’s absolutely super cool, but I’m not quite sure Inside at your competitive best: and with the consumer electronics industry try- how kids will really play with it,” says Carlin This Issue ing to push 3-D into the home, what are the West, 4Kids Entertainment. prospects for licensed 3-D toys, books, card “I have seen what Topps has done with its Fashion Licensing games and other products incorporating the cards, and how images come up on screen and Down 13% With Home Furnishings, Jewelry technology known as Augmented Reality (AR)? move around and do things, but I’m not sure it’s Taking Hits ....................4 There is definitely buzz about Augmented really a play pattern; I don’t know if it gives the The only widely accepted retail sales data for the licensing business Reality in the toy, publishing, and entertainment kid that much extra value.” As previously report- Licensing News ............5 industries. Back at this year’s Toy Fair, one ed, Topps has had success with its Disney Club Contacts & attendee went so far as to say he has “seen the Penguin cards, which are interactive with the Connections................10 future of toys and it is Augmented Reality.” children’s virtual world website. But whether AR is the “flavor of the month” or As West points out, one of the hottest toys International Contacts & Connections............11 has real potential for becoming a mainstay of the on the market of late is “a wind-up hamster.” worldwide toy aisles remains to be seen. Items like $1 Hot Wheels have also been driv- Who’s News.................12 Broadly, AR involves a product such as a card ing volume. or toy connected to a webcam that allows an Continued on page 12 image to be viewed in 3-D form on a monitor. At this stage, AR offers more promise than actual product, but some speculate that it will trans- KAZACHOK FORUM in short form the toy industry — perhaps with 3-D tie-ins Licensing Outlook Positive In Have a property avail- More than 100 contacts in each issue to heavily licensed 3-D movies. able for licensing, or a “There are traditionally two phases of tech- Europe, With Growth On Horizon property recently While no one we spoke to at the pan-European assigned or granted? nology. The first, shock and awe, happens when Kazachok Licensing Forum in Paris last month Send it to escardi- everyone jumps on what is cool and different. no@epmcom.com and The second, general acceptance, is when a tech- thought business would recover this year, most we will include it in the nology becomes mainstream and a part of every- believed the worst of the declines to be behind next possible issue. them. Early notice on new property availabilities day life. It’s too early too tell what AR will do, but I wouldn’t bet against it becoming mainstream,” For most, the forecast for 2010 is down some says toy consultant Richard Gottlieb. more (but not the 20%-25% decline from 2008- “[Augmented Reality] seems to have the 2009), with 2011 expected to be a stabilizing year potential to become mass market in the not-so- before growth returns in 2012. distant future,” says Greg Davis of Total Immer- From a property standpoint, Kazachok is sion, a company focused on integrating AR heavily entertainment and publishing-centric, Exclusive industry surveys technology into new platforms. “As [AR] contin- though we met with manufacturers from across ues to develop, new methods of tracking this a wide array of product categories as well as paradigm will change dramatically, providing a licensors and agents, and the outlook was con- playground that seamlessly combines the virtu- sistent — and upbeat. A retail presence was also al with the physical world.” significant. Certainly AR is novel and exciting, but others Despite the on-going travails, the mood was question whether it will have a run beyond the very optimistic. Those who have survived the International coverage © 2010 EPM Communications, novelty factor. As one licensor says, “I just don’t near-worldwide recession (Brazil keeps coming Inc. All rights reserved. see what’s fun about it right now.” up as the main exception, though with Poland so May not be reproduced in whole or in part without Many experienced toy licensors are taking a Continued on page 3 consent of the publisher. Stay up-to-the-minute on which properties have been assigned, renewed, and made available…licensing trends…the latest on agents, property owners and manufacturers. 22 issues per year, $467. International Licensing: A Status Report, 6th Edition TLL’s exclusive data revealing retail sales of licensed merchandise in 40 countries is your roadmap to future growth. Use the 125 charts and analysis INTERNATIONAL of the retail and media infrastructure in each territory to develop new market LICENSING entry strategies or fine tune existing arrangements. A STATUS REPORT 6th Edition Included are: Retail sales of licensed merchandise by country and property By Karen Raugust Retail sales of licensed merchandise by country and product category Per-capita retail sales of licensed merchandise Special Projects Editor TLLTHE LICENSING LETTER Produced By Shares of entertainment/character, sports, fashion and corporate trademark licensing by territory Market snapshots with key demographic and media penetration data Need-to-know trade, economic status, and political environment factors affecting licensing Published June 2010, approx. 225 pages. $2,195 ($1,995 for paid subscribers.) Licensing Business The Licensing Letter THE Handbook Royalty Trends Report LICENSING LETTER This comprehensive introduc- This inside look at creative tion to licensing provides you royalty, guarantee and advance ROYALTY TRENDS REPORT with the tools to build new strategies will help you initiate By EPM Communications, Inc. revenue streams and profit win-win licensing agree- Publisher of centers. Used by corporations ments. Use 10-year The Licensing Letter Royalty Trends Report to train newcomers and edu- trendlines and sector- 2010 2010 Edition JPEGs cate clients, by individuals by-sector analysis to developing their first licensing programs, and as a structure realistic and fair EPM Communications, Inc. 19 E. 21st St., #303 New York, NY 10010 212-941-0099 info@epmcom.com www.epmcom.com © 2010 EPM Communications, Inc. textbook by major universities. Includes 300+ term licensing deals that foster glossary, FAQ, and model for constructing a five genuine partnerships between T year business plan. property owners and manufacturers. Includes 2 Seventh edition, 276 pages, $69.95 ($63.95 for paid sub- FREE copy of .jpgs for 35 graphics ready to drop scribers). into your proposals, reports, and presentations. E Published May 2010, 60 pages. $319 ($219 for paid sub- scribers). EPM Communications, Inc. • 19 W. 21st St., #303, New York, NY 10010 • Phone: 212-941-0099, Fax: 212-941-1622 info@epmcom.com • www.epmcom.com 38
- 41. SHoW eXIBItORS The Licensing Letter / EPM Communications, Inc. T: +1-212-941-0099 19 W. 21 St., #303, New York, NY 10010 F: +1-212-941-1622 USA E-mail: riva@epmcom.com Riva Bennett Chief Operating Officer Website: www.epmcom.com/tll The Licensing Letter is the exclusive source of detailed worldwide sales data for Licensing Letter ekskluzivni je izvor detaljnih podataka o prodaji širom svijeta the licensing business. It is also the leading source of new licensing business za poslovanje sa licencama. To je i vodeći izvor za nove poslovne kontakte u contacts and analysis of business strategies. Published twice-monthly, and poslovanju i za analizu poslovnih strategija. objavljuje se dva puta mjesečno, a dos- available by paid subscription. Parent company EPM also publishes: tupan je putem plaćene pretplate. • “International Licensing: A Status Report,” covering retail sales of licensed Matična kompanija EPM također objavljuje: merchandise in 44 countries, and including details of retail and media • “International Licensing: A Status Report” koji pokriva maloprodaju licencirane infrastructure as well as key demographic data; robe u 44 zemlje i koji uključuje pojedinosti o maloprodaji i medijskoj infrastrukturi • “The Royalty Trends Report,” delivering royalty rates for the key property types kao i demografske podatke; and product categories; • “The Royalty Trends Report” koji donosi vrijednosti tantijema za glavne vrste • “The Licensing Business Handbook,” an introduction to how licensing works; vlasništva i kategorije proizvoda; • “Licensing Metrics,” which examines different ways to assess the success of • “The Licensing Business Handbook” uvod u licenciranje; licensing programs beyond just financial performance; and • “Licensing Metrics” gdje se ispituju načini uspjeha programa licenciranja, osim • “The Licensing Letter Sourcebook,” a directory of 4,000 licensing business isključivo financijske izvedbe; i executives around the world, indexed by properties owned for licensors and • “The Licensing Letter Sourcebook” direktorij 4000 izvođača licenciranja u cijelom represented by agents; products manufactured and licenses held for licensees. svijetu koji su indeksirani prema posjedovanom vlasništvu za davatelje licenci i predstavljeni agentima; stvorenim proizvodima i posjedovanim licencama za stjecatelje licenci. THE LICENSING LETTER ROYALTY LICENSING TRENDS REPORT METRICS How To Measure The By EPM Communications, Inc. Success Of Consumer Products Publisher of Licensing Programs By Leigh Ann Schwarzkopf & Lynn Scott 2010 Edited By Karen Raugust SOURCEBOOK INTERNATIONAL LICENSING A Status Report THE LICENSING LETTER INTERNATIONAL LICENSING A STATUS REPORT 6th Edition By Karen Raugust EPM Communications, Inc. Special Projects Editor EPM Communications, Inc. 160 Mercer Street, 3rd Floor New York, NY 10012 TLL THE LICENSING LETTER 2010 Show Exibitors Phone: 212-941-0099 Produced By Fax: 212-941-1622 ENDORSED BY: E-mail: info@epmcom.com Online: www.epmcom.com EDITION 39
- 42. SHoW eXIBItORS European Licensing Company T: + 36 1 354 0474 Szabadsag ter 7. Budapest 1054 F: + 36 1 354 0598 Hungary E-mail: yvas@eulico.com Yvett Vas Country Manager Website: www.europeanlicensingcompany.com European Licensing Company Ltd. (ELC) is one of the leading licensing agencies in European Licensing Company Ltd (ELC) je jedna od vodećih agencija za licenciranje Eastern Europe and the C.I.S. covering more than 500 million consumers. Bringing u Istočnoj Europi i Zajednici Neovisnih Država* te pokriva više od 500 milijuna together the licensing expertise of Hellas Press President Themos Sgouras and Lisans potrošača. Ujedinivši stručnost u licenciranju predsjednika Hellas Pressa, Themosa A.S. President Hakan Durdag, ELC operates a network of six offices in Athens, Sgourasa i predsjednika Lisans A.S.-a, Hakana Durdaga, ELC danas upravlja mrežom Bucharest, Budapest, Istanbul, Moscow, and Warsaw. Throughout 32 countries in od šest ureda u Ateni, Bukureštu, Budimpešti, Istanbulu, Moskvi i Varšavi. U ukupno Eastern Europe and the C.I.S., ELC offers the very best in licensing opportunities by 32 zemlje Istočne Europe i Zajednice nezavisnih država, ELC nudi ono najbolje u representing companies such as Warner Bros. Consumer Products (including licenciranju, zastupajući tvrtke kao što su Warner Bros Consumer Products (zastup- properties such as Scooby Doo, Tom and jerry, Looney Tunes, Superman, Batman, nike Scooby Doo-a, Tom i jerryja, Looney Tunesa, Supermana, Batmana, Harryja Harry Potter, The Champions League and Euro 2008), Cartoon Network Consumer Pottera, Lige prvaka i Eura 2008), Cartoon Network Consumer Products (Ben 10, Products (including Ben 10, Power Puff Girls and Kidz Next Door) and New Line Power Puff Girls i Kidz Next Door) i New Line Cinema Consumer Products (Gospodar Cinema Consumer Products (including Lord of the Rings and The Golden Compass). prstenova i The Golden Compass). ELC nudi učinkovita rješenja za licenciranje s ELC offers effective licensing solutions with character, sports and art properties and karakterom, sportsko i umjetničko vlasništvo i brandove. ELC također nudi vizualni brands. ELC also offers visual content for advertising agencies and the press as well sadržaj za reklamne agencije i tisak, ali i prava na sadržaje za televiziju i home video. as television and home video content rights. Ben10 Ultimate Alien Ben10 Ultimativni vanzemaljac one year older and 16-year old Ben’s secret identity has been revealed to the world. Godinu dana stariji i 16-godišnji Benov tajni identitet je otkriven cijelom svijetu. on je He’s now an international mega-star super hero, loved by kids the world over but dis- sada međunarodni mega-zvijezdani super-heroj, kojeg obožavaju djeca cijelog svijeta, trusted by many adults. With the omnitrix destroyed, Ben must master a new watch, ali mu ne vjeruju mnogi odrasli. Sada kada je uništio omnitrixa, Ben mora ovladati the Ultimatrix, which allows him to activate more powerful, “ultimate”, novim satom, Ultimatrixom, što mu omogućuje da aktivira jaču, “ultimativnu” verziju versions of his alien entities via an extra half-turn of the dial. Ben 10 continues on his svojih vanzemaljskih moći putem dodatnih pola okretaja brojčanika. Ben 10 nastavlja mission with Gwen and Kevin, fighting against wrong and saving the world svoju misiju s Gwen i Kevinom, tako se bori protiv nepravde i spašava svijet. Batman the Brave and the Bold Batman Hrabri i Smjeli STRoNG, but not indestructible. AGILE, but not super human. BRILLIANT, but not jAK, ali ne i neuništiv. oKRETAN, ali ne i superčovjek. BRILIjANTAN, ali ne i radioak- radioactive. FAST, but not bulletproof. CLEVER, but not proud. HERoIC, yet UNLIKE ANY tivan. BRZ, ali ne i otporan na metke. PAMETAN, ali ne i uobražen. HERoj, ali NE KAo oTHER Super Hero. More than a license, more than a character – BATMAN is a cultural IjEDAN DRUGI super heroj. Više od licence, više od lika - BATMAN je kulturni fenomen. phenomenon. Men respect and admire him. Boys emulate him. His only super power Muškarci ga poštuju i dive mu se. Dječaci ga oponašaju. Njegova jedina supermoć je is his humanity. He is committed to bringing to justice those who would harm the njegova ljudskost. on ne prestaje dovoditi pred lice pravde one koji bi inače naštetitili innocent. His symbol is the bat – the ultimate creature of fear; from out of the dark- nedužnima. Njegov simbol je šišmiš - ultimativno biće straha, iz mraka oni izviru hitro, ness they soar with great speed, instinct and agility. He’s both ingenious and brilliant. brzo i instinktivno. on je i domišljat i genijalan. BATMAN stvara i proizvodi najbolje od BATMAN creates and enlists the greatest of gadgets. najboljih gadgeta. Puppy in my pocket Psić u mom džepu Friendship is a universal feeling. It is the warmth that heats your heart up, it’s the joy of not being Prijateljstvo je univerzalan osjećaj. To je toplina koja ti grije srce, to je radost što nisi sam, što je alone, of having someone next to you who returns your love and takes care of you…Every hu- pored tebe netko tko ti uzvraća ljubav i brine se za tebe... Svaki čovjek, više ili manje svjesno, man being, more or less consciously, knows the importance of friendship…but what no human zna važnost prijateljstva...ali ono što nitko ne zna je da je prijateljstvo više nego samo “osjećaj”... being knows is that friendship is more than just a “feeling”…Friendship is a strong power, Prijateljstvo daje i veliku moć, i što je u onih koji trebaju prijatelja srce čistije, to ta moć postaje and the purest the heart of those who need a friend is, the more explosive this energy gets. … jača... A tko ima čistije srce od djece? U Džepogradu živi lijepa mačkica-princeza po imenu Ava and who is purer than children? In Pocketville there’s a beautiful kitty princess named Ava who koja rado spaja nove prijatelje, djecu i ljubimce. jednog dana, zbog nečega što je učinila njena matches new friends, children and pets. one day, by the doing of her envious twin sister Eva, zavidna sestra blizanka Eva, Avu slučajno pošalju u ‘stvarni svijet’, a našu glavnu protagonisticu, she is accidentally sent to the ‘real world’ while our protagonist, Kate, is sent to Pocketville in her Kate pošalju u Džepograd na njezino mjesto. U odsutnosti princeze Ave, Kate će se, zajedno sa place. In princess Ava’s absence, Kate, together with her recently matched pet friend Magic, will svojim odnedavnim prijateljem Čarobnim, pobrinuti da se Avini zadaci spajanja djece i kućnih make sure that Ava’s duties of matching children and pets continue to be conducted while Eva ljubimaca i dalje obavljaju, a Eva će pokušati sve što je u njenoj moći da ih zaustavi, kako bi ona will try everything she can to stop them so that she can become the new princess! postala nova princeza! ManU ManU A Brand with immense heritage and history that is steeped in success. A Brand with Brand s ogromnim naslijeđem i poviješću, i strmoglavim uspjehom. Brand velikog great demographic and geographic spread. A Brand with a track record of delivering demografskog i geografskog napretka. Brand poznat po isporuci isključivo kvalitetnih quality product. A Brand with a unique marketing support package. proizvoda. Brand s jedinstvenim paketom podrške u marketingu. Manchester United je Manchester United is the richest club in the world, thanks to shrewd marketing to a najbogatiji klub na svijetu, zahvaljujući mudrom marketingu prema navijačima diljem worldwide fan base. They are twice European Cup winners, 16 times English League svijeta. Dva puta su bili pobjednici Europskog Kupa, 16 puta engleske Lige prvaka, winners, 11 times FA Cup. More than 140,000 members - 1 in 8 of the UK population 11 puta FA kupa. Više od 140.000 članova - svaki osmi stanovnik Velike Britanije supports Manchester United. More than 4 million names on the club’s own fan data- podržava Manchester United. Više od 4 milijuna imena u vlastitoj bazi obožavatelja base. Www.manutd.com, the most popular football website in the world. kluba. www.manutd.com, najpopularnija nogometna web stranica na svijetu. Show Exibitors Looney Tunes Active Looney Tunes Active The first Looney Tunes cartoon called “Sinkin’ in the Bathtub” was released in April 1930. Almost Prvi Looney Tunes crtani film pod nazivom “Utapanje u kadi” objavljen je u travnju 1930. Gotovo eighty years later these fantastic characters and personalities are still cherished by millions of fans! osamdeset godina kasnije te genijalne likove i ličnosti i dalje vole milijuni obožavatelja! Looney The Looney Tunes enjoy universal appeal and awareness across all demographics and reach millions Tunes imaju univerzalnu privlačnost, poznati su u svim sredinama i svakodnevno dopiru do of fans everyday through all media platforms. Their tone, their fast-talk and fast-moving attitude, their milijuna obožavatelja, svim mogućim medijima. Njihov ton, ubrzani govor i brzo prilagodljiv stav, humour and outrageous personalities make them icons of animation. The Looney Tunes are active njihov humor i nevjerojatne osobnosti čine ih ikonama animacije. Looney Tunes su po svojoj by nature, so they are the ideal ambassadors to get today’s kids active whilst having fun! These high- priroidi aktivni, što ih čini idealnim ambasadorima aktivnog druženja među djecom danas! energy characters and their group dynamics invite kids into an active lifestyle, promoting children’s ovi energični likovi i njihova grupna dinamika pozivaju djecu u aktivan stil života, promicanje participation in activity, with strong parental endorsement. Looney Tunes Active is the only character sudjelovanja djece u aktivnostima, uz veliko ohrabrivanje roditelja. Looney Tunes Active je jedini brand that stands for an active lifestyle. over the last three years Looney Tunes Active has become a brand likova koji predstavlja aktivan životni stil. Tijekom posljednje tri godine Looney Tunes Active global licensing program, with over 200 companies using the new artwork and supported by marketing je postao globalni program licenciranja, s više od 200 poduzeća koja koriste ove nove umjetničke campaigns and initiatives across Europe. umotvorine, a podržavaju ga marketinške kampanje i inicijative diljem Europe. 40
- 43. SHoW eXIBItORS Fremantle Licensing Germany GmbH T: +49-331-70 60 660 Dianastr. 21,14482 Potsdam F: +49-331-70 60 656 Germany E-mail: diana.dieckmann@fremantlemedia.com Diana Dickemann antje.roestel@fremantlemedia.com Vice President Licensing Germany, Eastern, Central & Southern Europe Antje Roestel Website: www.fremantlemedia.com Merchandising Manager Germany, Eastern, Central & Southern Europe FREMANTLE Media belongs to Europe´s biggest broadcasting company RTL Group. As FREMANTLE Media pripada najvećoj europskoj televizijskoj kompaniji, RTL Grupi. part of FREMANTLE Media Enterprises, FREMANTLE Licensing Germany (FLG) is the Kao dio kompanije FREMANTLE Media Enterprises, FREMANTLE Licensing Germany included marketing sector and with Fremantle Licensing in charge of ancilliary rights (FLG) uključeni je marketinški sektor i s FREMANTLE LICENSINGoM zadužen je za exploitation and the development of all FremantleMedia TV brands. FLG mainly handles iskorištavanje prava i razvoj svih FREMANTLE Media TV brendova. FLG je pretežito Merchandising & Licensing, Sponsoring, Telephony, Mobile Content and online Activities. usmjeren na robu i licenciranje, sponzoriranje, telefonske komunikacije, mobilne FLG maintains offices all around the world is is therefore able to act both globally and sadržaje i online aktivnosti. Urede ima po cijelom svijetu pa može djelovati i lokalno i locally alike. FML is located in the UK, France, Netherlands, Brussels, Australia and Ger- globalno. FML je lociran u Ujedinjenom Kraljevstvu, Francuskoj, Nizozemskoj, Belgiji, many. our mission is to elongate our TV brands and transfer their emotions onto tangible Australiji i Njemačkoj. Naša misija je produžavanje naših TV marka i prijenos njihovih products and cross media cooperations. Mainly: • Classic merchandising (DVDs, audio emocija na dodirne proizvode i cross-medijske korporacije. books, electronic games, CD-Roms, board games, toys, stationary, books & magazines, Pretežito: • Klasično robni (DVD-i, audio knjige, elektronske igre, CD-RoM-ovi, stolne fashion products • Cooperations (on & off air promotions, cross-promotions). In Germany igre, igračke, školski pribor, knjige i magazini, modni proizvodi. • Kooperacije (on i off we handle all UFA Production brands (in general depending on the individual ancillary air promocije, međusobne promocije). rights situation). In cooperation with our partner we develop distinctive marketing- and U Njemačkoj vodimo sve marke UFA Produkcije (u pravilu ovisi o pravima u svakom advertising concepts in collaboration with the broadcaster. Since August 2007 FLG pojedinom slučaju). U suradnji s partnerima razvijamo različite marketinške i is also in charge of all FREMANTLE productions in Eastern Europe. Since 2008 oglašavačke koncepte. od kolovoza 2007., FLG je odgovoran i za FREMANTLE FREMANTLE also exploits third party properties worldwide, such as character licenses produkcije u Istočnoj Europi. od 2008. FREMANTLE iskorištava i vlasništva treće without media exposition. strane širom svijeta kao što su licence za likove bez medijskog izlaganja. Rebecca Bonbon Rebecca Bonbon Rebecca Bonbon is a French bulldog and super cute fashionista from Paris. She is an Rebecca Bonbon francuski je buldog i super slatka zaljubljenica u modu iz Pariza. exciting new character design, drawn by the creator of Hello Kitty. ona je novi, uzbudljivi lik koji je stvorio autor poznate Hello Kitty. U japanu je postigla She was an instant success in japan with over 50 licensees. Acquiring the exclusive nagli uspjeh s više od 50 prodanih licenci. Dobivši ekskluzivna prava od Crown rights from Crown Creative in 2008, FME is currently expanding the licensing program Creative 2008. godine, FME danas širi program licenciranja po cijelom svijetu. worldwide. Continuing on its success in japan, Rebecca Bonbon, is quickly becoming Nastavljajući svoj uspjeh u japanu, Rebecca Bonbon brzo postaje jedna od najbrže one of the fastestgrowing international fashion licenses aimed at females 14-25. rastućih međunarodnih modnih licenci koja cilja na djevojke i žene od 14 do 25 godina starosti. Merlin Merlin Merlin is an exciting quality drama suitable for the whole family. It is cinematic Merlin je uzbudljiva drama za cijelu obitelj. U njoj se pojavljuju nove mlade zvijezde, in scale with stunning young stars, powerful character actors and internationally upečatljivi karakterni glumci i međunarodno slavne gostujuće zvijezde. recognised guest stars. Merlin is a primetime show, satisfying the huge consumer Merlin je film za udarni termin jer će zadovoljiti visoke apetite potrošača za appetite for magic and modern in attitude with inspiration to kids, drama lovers magičnim i modernim u inspiriranom stavu prema djeci, ljubitelje drame svih godina of all ages and huge action appeal. FME represents all licensing rights including i one željne akcije. FME predstavlja sva prava licenciranja uključujući distribuciju, distribution, home entertainment and licensing worldwide. kućno kino i licenciranje širom svijeta. H2O – Just add Water H2O – Samo dodaj vodu H2o is an adventure-drama about how you stay „normal“ – even if you are part H2o je avanturistička drama o tome kako ostati „normalan“ čak i ako si jednim mermaid! Three modern teenage girls suddenly discover that they possess a special dijelom sirena! Tri moderne tinejdžerice naglo otkriju svoje posebne moći koje power when they come in contact with water. Cleo, Emma and Rikki are entirely se javljaju kada dođu u kontakt s vodom. Cleo, Emma i Rikki potpuno su različite different 16-year-old girls, who are on their way to becoming adults. But since when šesnaestogodišnjakinje koje su na svojemu putu odrastanja. Ali, otkada to odrastanje does growing up have something to do with turning into a mermaid and getting podrazumijeva postajanje sirenom i posebne moći? Životi tih tinejdžerki zauvijek će special powers? The lives of these three teenagers will change forever, but they will se promijeniti, ali će naučiti više o sebi i o snazi prijateljstva. learn more about themselves and about the power of friendship. Elephant Princess Elephant Princess (Princeza slonica) The next hit by producer jonathan M. Shiff (“H2o – just Add Water”). Sljedeći hit producenta jonathana M. Shiffa („H20 – Samo dodaj vodu“). A hip comedy/fairy tale featuring lots of rock music, fun magic and a unique Hip komedija/bajka uz mnogo rocka, zabavne magije i jedinstvenog sjaja blaze of color. Special powers, great music, fun magic, a captivating blend of boja. Posebne moći, izvrsna glazba, zanimljiva magija, uspješni spoj humora i humour and drama, fantasy and realism - this is the story of Alex, who learns drame, fantazije i realizma – to je priča o Alex koja za svoj šesnaesti rođendan on her 16th birthday that she is a princess and heiress to the throne of a saznaje da je princeza i penje se na tron jednog magičnog kraljevstva u Show Exibitors magical kingdom in a parallel universe. And that she has magical powers! paralelnom svijetu. Tu su i magične moći koje ima! Will she give up her rock band and comfortable life in the suburbs to become Hoće li napustiti svoj rock bend i bezbrižan život i postati kraljica Manjipoora? the queen of Manjipoor? Bang on the door Bang on the door Bang on the Door (BoTD) has been a successful design brand for over 20 years. Bang on the Door (BoTD) već je dulje od dvadeset godina uspješan dizajnerski With a proven track record and a portfolio of over 750 characters, licensees and brend. S dokazanim referencama i portfeljom s više od 750 likova, kupci licenci i retailers have a unique opportunity to market exclusive product ranges for their maloprodaja imaju jedinstvenu mogućnost za marketing ekskluzivnih proizvoda za customers. With the creative support of the original creators and a vibrant design svoje potrošače. Uz kreativnu podršku izvornih tvoraca i tima energičnog dizajna, team, BoTD continually refresh and update their artwork portfolio. Most recent BoTD stalno osvježava i obnavlja svoj portfelj. Najnoviji dodaci uključuju Guitar Star additions include “Guitar Star” for boys and “Make Me Famous” for girls. za dječake i Make Me Famous za djevojčice. BoTD is now represented by 10 International agents worldwide. BoTD danas predstavlja 10 međunarodnih agenata u svijetu. 41
- 44. SHoW & CoNFERENCE PARtNeRS Gral company d.o.o. Member of Master group T: +385 1 2015 069 Pere Pirkera 20, 10361 Sesvetski Kraljevec F: +385 1 2015 068 Croatia E-mail: info@gral-company.hr Zoran Gregurić CEO Website: www.gral-company.hr With the purpose of providing better and high quality services we are specialized Specijalizirani smo za tržište posebnih interesa: team building i poticajna putovanja in Team building and incentive as part of the MICE market. We have network of our kao dio MICE segmenta tržišta čime težimo profiliranosti i kvalitetnijem pristupu DMC partners all around Croatia who we achieved through ten years expirience of pružanja usluga. Kroz desetogodišnje iskustvo organizacije i realizacije izleta, team organization and realization of team building programs, trips and events. building programa i evenata na području cijele Hrvatske stekli smo mrežu suradnika By investing in our own resources we have developed property in ethno village koji poznavanjem lokacije i njenih resursa predstavljaju naše DMC partnere. „Karanac“ managed by our partner Baranya Adventure Team. Ulaganjem u vlastite resurse razvili smo imanje u etno selu Karanac kojim upravlja Green river rafting center placed near river Una and balloon club Gral which we naš partner Baranya Adventure Team čime stvaramo lidersku poziciju na tržištu manage, present attractive adrenaline resources for incetive travel which have the direktnim posjedovanjem i pružanjem vlastitih usluga i proizvoda. purpose of team bonding. Uz Green river rafting centar na Uni i balon klub Gral kojim upravljamo, predstavljamo atraktivne adrenalinske resurse u sklopu poticajnih putovanja koji imaju za svrhu team bonding. Team building Team building our team provides You full service organization of team building: activities, Naš tim pruža Vam kompletnu uslugu organizacije team buildinga-a: aktivnosti, workshops, transportation, accomodation, meals, escort during the event etc. radionice, prijevoz, smještaj, prehranu, pratnju tijekom eventa... We approach each client individualy recommending actions depending on the Svakom klijentu pristupamo individualno, predlažući akcije ovisno o trenutnom current condition and results which are trying to achieve. stanju grupe i rezultatu kojem se teži i želi postići. Zajedno određujemo i evaluiramo Together we determine and evaluate criteria which make team building a purpose- kriterije kako bi team building bio s namjerom upravljan proces, sukladno planu koji driven process, developed according to a systematic plan, to create, maintain, and ima za cilj stvoriti, održavati i obogatiti razvoj grupe ljudi u povezanu i skladnu cjelinu enrich the development of a group of people into a cohesive unit. kako bi djelovali kao tim. Incentive travel Poticajna putovanja Incentive travel as part of the MICE has a purpose of team bonding (a process in Poticajna putovanja kao dio MICE segmenta tržišta imaju za cilj team bonding which participants create closer relations through community). (proces u kojem sudionici stvaraju bliže odnose kroz zajednice). Incentives are less formal and strucured. Through incetives participants can get to Manje su formalna i strukturirana, a cilj im je bolje upoznavanje sudionika na know each other on a personal level so they could feel safe and comfortable in their osobnoj razini kako bi se u poslovnom okruženju osjećali sigurno i ugodno. working environment. Incentives are effective through simple activities like going to Učinkovita su kroz jednostavne aktivnosti poput zajedničkog odlaska na ručak, a joint lunch, dinner, rafting, paintball tournament, theme parties, karaoke, etc. večeru, rafting, paintball turnir, tematski party, karaoke i sl. Sukladno željama, In accordance with Your we suggest You and organize the gathering. preferencijama i mogućnostima predlažemo Vam i organiziramo druženje. Adventure Tours Izleti We have created adventure tours for groups all over Croatia in accordance with our Sukladno poslovanju na tržištu posebnih interesa kreirali smo avanturističke special interest. izlete za grupe po cijeloj Hrvatskoj. Trips perform members of our team and reliable partners so we could provide You Izlete izvode članovi našeg tima i pouzdani partneri kako bi Vama pružili professional and reliable service and experience. profesionalnu i sigurnu uslugu kao i doživljaj. join us to fly a balloon, jeep safari or become a climber with no limits. Pridružite nam se u letu balonom, jeep safariju ili postanite alpinista bez granica. Events Eventi In our business we have detected that the best service is a complete service U svom poslovanju otkrili smo kako je najbolja usluga kompletna usluga – one – one stop shop. Stop Shop. So we are providing to our clients full support while organizing parties, Našim klijentima želimo olakšati organiziranje promocije, party-ja, otvorenja openings, promotions and other events: location rental and decoration, stage i svih ostalih evenata pružajući potpunu podršku: najam i uređenje prostora, rental, lighting, sound system, microphones, catering, entertainment, Dj’s, najam pozornice, rasvjeta, ozvučenje, mikrofoni, catering, zabavni programi, famous speakers, singers, various artists, dancers, hostesses, etc. Dj-i, poznati voditelji, pjevači, razni umjetnici, plesači, hostese... We are at work throughout the organization and implementations of the event, Mi smo na djelu tijekom organizacije i provedbe eventa, a na Vama je da se and is up to you to have fun and to dedicate to your guests! zabavite i posvetite svojim uzvanicima! Show Exibitors 42
- 45. SHoW eXIBItORS HABY d.o.o. Member of Master group T: +385 1 3778 503 Ljudevita Posavskog 30, 10000 Zagreb F: +385 1 3778 506 Croatia E-mail: haby@haby.hr Robert Hajdek Director Website: www.haby.hr HABY ltd is a private company based in Zagreb, and was founded in 1994 with the HABY d.o.o., utemeljen 1994. u Zagrebu, vodeće je poduzeće u Hrvatskoj i zemljama purpose of selling and renting inflatables, tents, air dancers, decorations and similar regije čija je djelatnost usmjerena na prodaju i/ili iznajmljivanje reklamnih proizvoda, products intended for entertainment and promotion activities. šatora, dekorativnih elemenata te zabavnih sadaržaja za djecu i odrasle. After 16 years of learning, working with joy and enthusiasm, and growing with the Tijekom šesnaestogodišnjeg učenja i veselja zbog realiziranih projekata te razvoja help of our partners and customers, we have become the leading company in our suradnje s našim partnerima i klijentima, danas smo spremni odgovoriti svim business in Croatia and the countries of the region. zahtjevima tržišta i ponuditi vam inovativan i potpuno personaliziran proizvod. We have grown into a company that can fully satisfy the demands of such a specific Tematski reklamni baloni, lukovi, stupovi, svijetleći tornjevi, mega plakati i živahne market, which gives prominence to creativity and delivers tailor-made products dinamične figure samo su dio naše ponude. Promo igre izvor su dobre zabave te according to the specifications of our customers. nezaobilazan sadržaj različitih promotivnih evenata i team-building-a. We are proud to have 200 regular customers that have shown trust in the quality of Ponosni smo na 200 stalnih klijenata koji pokazuju povjerenje u kvalitetu naših our products. prozvoda. Ekskluzivni smo partner Segway-a, nove metode BTL promocija koja We are also Sagway exclusive partner in Croatia. velikom brzinom osvaja tržište. Recently we have entered the market of indoors playground for children. We are opremanje unutarnjih i vanjskih dječjih igraonica proslavili smo otvaranjem našeg especially proud of Habyland, our family entertainment centre that opened in May prvog obiteljskog zabavnog centra Habyland u svibnju 2009. godine na koji smo 2009. In November this year Habyland will also be opened in Skoplje, Macedonia. posebno ponosni. U studenom ove godine otvaramo igraonicu Habyland i u Skoplju (Makedonija). Habyland Habyland Habyland is a unique family entertainment center which allows parents to enjoy Habyland je jedinstveni obiteljski zabavni centar koji omogućava roditeljima da many special activities with their children and also participate in the unforgettable zajedno s djecom sudjeluju u brojnim zabavnim aktivnostima. Posebno ističemo birthday parties. nezaboravne proslave dječjih rođendana. Rich in activities, the center also offers education to children and adults in safe and Igraonica bogata sadržajem, u sigurnoj i poticajnoj okolini nudi i edukativnu stimulating environment, through workshops, presentations and lectures. We have komponentu kroz radionice, predavanja i različite prezentacije. Uspješnu suradnju s also established successful cooperations with our business clients throughout plac- poslovnim klijentima ostvarujemo i plasiranjem njihovih proizvoda u našoj trgovini ili ing their products in our toy-store or small restaurant. ugostiteljskom objektu. Show Exibitors 43
- 46. There is onlyone worldwide licensing directory you need... The Guide to the Licensing World The world’s leading international business directory for the brand licensing industry. Come and see us at: Licensing New Europe, Zagreb, Croatia, Booth #3 www.licensing-directory.com Telephone: +44 1892 668444 Advertising opportunities for 2011 available now! email richard@licensingworld.co.uk For a free listing in the 2011 Guide email joanna@licensingworld.co.uk 44
- 47. SHoW & CoNFERENCE PARtNeRS Guide to the Licensing World T: +44 1892 668444 The Old Stables, School Lane, Crowborough. East Sussex. F: +44 1892 668555 TN6 1PA. GB E-mail: richard@licensingworld.co.uk Richard Latter Website: www.licensingworld.co.uk Sales Director The Guide to the Licensing World is the most comprehensive international directory that Vodič u svijet licenciranja (The Guide to the Licensing World) najobimniji je guides you through the world of licensed product merchandising. Need to know who međunarodni direktorij koji vas vodi kroz svijet licenciranih trgovačkih proizvoda. owns a licence? Who to contact to distribute a licensed product? This book has all the Želite znati tko posjeduje licencu? Koga kontaktirati za distribuciju licenciranog answers and covers the entire world! In its’ eighteenth year, this international directory proizvoda? U toj su knjizi sadržani odgovori na sva ta pitanja za područje cijelog references over 25,000 property listings (characters, films, personalities, brands, svijeta! U svojoj osamnaestoj godini, taj međunarodni direktorij sadrži više od 25000 trademarks, etc) with over 1900 licensing agents in over 80 countries world-wide. vlasničkih lista (likovi, filmovi, osobnosti, brendovi, robne marke, itd.) s više od 1900 It also lists licensees, specialist services, trade publications and trade-show calendars. agenata za licenciranje u više od 80 zemalja širom svijeta. Sadrži i listu stjecatelja The licensing and merchandising industry moves billions of dollars of products every year licenci, specijalnih usluga, trgovačkih izdanja i kalendara sajmova. and is one of the fastest growing segments of retailing. Industrija licenciranja i trgovačke robe okreće bilijune dolara proizvoda svake godine i Catch up with all the latest changes and find the hottest properties. jedan je od najbrže rastućih maloprodajnih segmenata. Come along to our booth to get your copy of the 2010 Guide to the Licensing World and Budite u tijeku s najnovijim promjenama i nađite najatraktivnije vlasništvo. receive the 2011 edition free when published in january 2011. Dođite na naš štand i uzmite svoj primjerak Vodiča 2010. te ćete dobiti izdanje za 2011. besplatno nakon izdanja u siječnju 2011. Show Exibitors 45
- 48.
- 49. SHoW eXIBItORS Janus Interactive/Fun Factory T: +381 11 2189-778 Braće Jugovića 2a, 11000 Belgrade F: +381 11 2189-778 Serbia E-mail: nessa@funfactorystudio.com Nebojša Stanković Owner Website: www.secretagentizzy.com janus Interactive(jI)/Fun Factory(FF) is specialized in production of interactive TV janus Interactive (jI) / Fun Factory (FF) je tvrtka specijalizirana za proizvodnju shows. The animation and IT department of FF created the most popular interactive interaktivnih TV emisija. odjel animacije i IT-a FF-a stvorio je najpopularniju children’s TV show in the Balkans – Secret Agent IZZY. It is an interactive TV game interaktivnu dječju tv emisiju na Balkanu - Tajnog agenta Izzyja. show where the main character, IZZY (an animated cat), is controlled by viewing To je interaktivna tv emisija-igra u kojoj glavnog lika Izzyja (animiranog mačka), players through exciting 3D animation scenarios by simply selecting and pressing kontroliraju gledatelji-igrači u uzbudljivim 3D animacijskim scenarijima, digits on a touch-tone telephone, fixed or mobile. jednostavnim pritiskom znamenke na telefonu s tonskim biranjem, fiksnom ili With his instant appeal to children, IZZY also provides substantial opportunities for mobilnom. Budući da oduševljava djecu na prvu loptu, Izzy također pruža značajne merchandising for local manufacturers in the food&beverage sector and toy sectors mogućnosti prodaje i marketinga za lokalne proizvođače u sektoru hrane i pića, as well as publishing. sektoru igračka i izdavaštva. Izzy je bio u eteru posljednjih 7 godina na mnogim IZZY has been on the air for the past 7 years on some of the major TV stations in the najvažnijim tv postajama u regiji, npr. Pink TV SRBIjA, SRBIjA B92, FoX TV SRBIjA, region like PINK TV SERBIA, B92 SERBIA, FoX TV SERBIA, PINK BoSNIA, TV VIjESTI PINK BiH, TV VIjESTI CRNA GoRA, MAKEDoNIjA NACIoNALNA MAKEDoNSKA MoNTENEGRo, NATIoNAL MACEDoNIAN STATIoN 1, ALSAT ALBANIAN TV STATIoN STANICA 1 i ALSAT ALBANSKA TV STANICA U MAKEDoNIjI. jedinstvena kombinacija IN MACEDoNIA. The unique combination of daily broadcasting is intelligently coupled dnevnog emitiranja promišljeno se kombinira s velikim izborom robe koja publiku with the vast choice of merchandising which keeps the audience associated with the veže uz brand Izzy 24 / 7. Svaki proizvod nosi odgovarajući broj bodova koji se, kada IZZY brand 24/7. Each of the merchandising items bears adequate number of points postignete određenu razinu, objavljuje na TV stanici na tjednoj odnosno mjesečnoj which when reached certain value are posted to the TV station for a weekly/monthly listi. Emisija je također privukla velik broj sponzora: Frikom, Nestle, CITRoEN, draw. The show has also attracted large sponsors like: FRIKoM, NESTLE, CITRoEN, TELECoM SRBIjA (MTS) i Samsung. TELECoM SERBIA (MTS) and SAMSUNG. Show Exibitors 47
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- 51. SHoW eXIBItORS Kazachok T: + 33 (0) 1 55 95 00 20 141 avenue de Verdun - 92130 ISSY Les Moulineaux F: +33 (0) 1 55 64 98 26 France E-mail: oc@kazachok.com Olivier Chouraqui General Manager Website: www.kazachok.com Kazachok was created in 2001 and is an independent European information agency Kazachok je nezavisna Europska informativna agencija specijalizirana za poslovanje specialized in the licensing business. u licenciranju, osnovana 2001. godine. Cilj tvrtke je pružiti pouzdane i objektivne The aim of the company is to provide reliable and objective information to licensing informacije za profesionalce u licenciranju, i to u ulozi Izdavača (licenciranje vodiča, professionals as a Publisher (Licensing Guides, Magazines and Newsletters), as an časopisa i biltena), Event managera (licenciranje tribina, konferencije i dr.) i Konzult- Event manager (Licensing forums, conferences…) and as a Consultancy agency. antska agencija. www.kazachok.com www.kazachok.com International Licensing & Merchandising Guide Međunarodni vodič kroz licenciranje i marketing na - 1.500 properties prodajnom mjestu 2.500 contacts in Europe : Agents / Right Holders and Licensees - 1,500 licenci / prava - 10 years of licensing market analysis in one single tool 2,500 kontakata u Europi: posrednici / nositelji prava i licenci - Daily updates available on the Web - 10 godina analize tržišta licenciranja u jednom jedinom alatu - Dnevno ažuriranje dostupno na webu ‘Kazachok INternational Licensing Mag’ ‘Kazachok međunarodni licensing časopis’ - Multilingual quarterly publication dedicated to the European licensing business - Višejezična tromjesečna publikacija posvećena analizi europskog poslovnog tržišta market analysis licenciranja - The key information tool for licences and consumer products on the market to - Alat s ključnim informacijama na tržištu za licence i potrošačke proizvode koje vam think ahead of the trends omogućuju da razmišljate unaprijed i preduhitrite trendove - Available on the web - Dostupan na webu Show Exibitors 49
- 52. SHoW eXIBItORS International Licensing Industry Merchandisers’ T: +1-212-244-1944 Association (LIMA) F: +1-212-563-6552 350 Fifth Avenue, Suite 4019, New York, New York, 10118 E-mail: mbrochstein@licensing.org US Martin Brochstein Website: www.licensing.org Senior Vice President, Industry Relations and Information Founded in 1985, The International Licensing Industry Merchandisers Association osnovana 1985., The International Licensing Industry Merchandisers Association (LIMA) is the worldwide trade organization for the licensing industry. (LIMA) svjetska je trgovačka organizacija za industriju licenciranja. LIMA’s main objective is to work together with licensors and licensees for the Glavni zadatak LIMA-e je suradnja s davateljima i stjecateljima licenci radi advancement of professionalism in licensing through research, national and interna- promicanja profesionalizma u licenciranju kroz istraživanja, nacionalne i tional seminars, trade events and publications. internacionalne seminare, trgovačke evente i izdanja. With members in 35 countries, and offices in New York, London, Munich, Tokyo and Sa svojih 35 zemalja članica, s uredima u New Yorku, Londonu, Münchenu, Tokyju, Shanghai, and representatives in Croatia, India, Italy and Spain, members enjoy Šangaju i predstavnicima u Hrvatskoj, Indiji, Italiji i Španjolskoj, LIMA svojim access to a wide variety of activities, information and benefits. članovima omogućuje pristup širokom rasponu aktivnosti, informacija i pogodnosti. LIMA is a proud sponsor of the annual Licensing International Expo (to be held in LIMA je ponosni sponzor manifestacija kao što su Licensing International Expo Las Vegas june 14-16, 2011), Brand Licensing Europe (London), LiMa Licensing (održat će se u Las Vegasu, od 14. do 16. lipnja 2011.), Brand Licensing Europe Market (Munich), Day of Licensing (Cologne), Licensing Asia (Tokyo), Shanghai (London), LiMA Licensing Market (München), Day of Licensing (Cologne), Licensing Licensing Pavilion and the Hong Kong Licensing Show. Asia (Tokyo), Shanghai Licensing Pavilion i Hong Kong Licensing Show. In addition, LIMA offers ways to jump start a career in licensing: the Certificate in LIMA pruža i način za početak karijere u licenciranju: Certifikat u programu Licensing Studies (CLS) program which is the only educational course specifically Licensing Studies (CLS) koji je jedini obrazovni program posebno namijenjen za designed to prepare professionals to succeed in the ever-changing licensing industry, pripremu stručnjaka za uspjeh u stalno promjenjivoj industriji licenciranja, a flip, and flip, a subset of LIMA offering support and networking for the Future jedinica LIMA-e pruža podršku i networking za buduće profesionalce u LIMA industriji. LIMA Industry Professionals. For more information please visit www.licensing.org. Za više informacija, molimo posjetite www.licensing.org. Show Exibitors 50
- 53. SHoW eXIBItORS Kidz Entertainment/ EEMC A/S T: +4533556100 Vesterbrogade 35, 2nd Fl., DK-1620 København V F: +4533556109 Denmark E-mail: mg@kidz-entertainment.com Morten Geschwendtner psc@kidz-entertainment.com Chief executive officer Peter Schnohr Website: www.kidz-entertainment.com Chief operating officer Founded in 1992, Kidz Entertainment/EEMC has since grown to become the leading Tvrtka Kidz Entertainment/EEMC osnovana je 1992. godine i do danas je postala integrated brand marketing agency in the Nordic region and Eastern Europe, including vodeća marketinška agencija za brendove na području nordijskih zemalja i istočne making significant in-roads into the Russian market. Europe, a napravila je i velik iskorak prema ruskom tržištu. Sjedište joj je u With headquarters in Copenhagen and offices in Moscow, London, Prague, Kopenhagenu s centrima u Moskvi, Londonu, Pragu, Varšavi, New Yorku i Warsaw, New York and Budapest, the company is able to provide a global perspective Budimpešti, čime tvrtka ima uvid u globalnu perspektivu, ali i u stručnosti i combined with significant regional knowledge and expertise. ključna znanja pojedinih regija. The company specialises in brand development, licensing and promotion for the Specijalizirali su se za razvoj marki, licenciranje i promociju u svijetu zabave te entertainment business and represents a number of high profile properties, including zastupaju prava nekoliko popularnih licenci poput Štrumfova, Lego, Tomice i prijatelja, Smurfs, Lego, Thomas The Tank Engine, The Simpsons, and the Ice Age movie Simpsonovih i franšizu za film Ledeno doba te surađuje s partnerima kroz veliki niz franchise, and works with partners across a wide range of categories. kategorija. Despite the challenging market conditions, Kidz Entertainment/EEMC has been Unatoč teškim uvjetima na tržištu, Kidz Entertainment/EEMC se može pohvaliti dugim experiencing a huge period of growth and is bucking the economic trend by continuing periodom rasta i napretka i opire se gospodarskom trendu kroz kontinuirani rast to expand, with activity growing in all the territories where it currently operates. svojih aktivnosti u svim područjima svojeg trenutnog poslovanja. ZhuZhu Pets ZhuZhu Pets ZhuZhu Pets® is the toy phenomenon that continues to sweep the globe, achieving je globalni fenomen u svijetu igračaka koji i dalje postiže vrhunske rezultate u prodaji impressive worldwide sales and attracting global media attention. For those in need i privlači medijsku pozornost diljem svijeta. Za sve one koje treba podsjetiti zašto of a reminder about why this property is so important, ZhuZhu Pets® is the truly je ova licenca toliko važna, recimo samo da je ZhuZhu Pets® nevjerojatna kolekcija amazing collection of cute, run-around hamsters and accessories. Each ZhuZhu dražesnih, jurećih hrčaka i popratnih igračaka. Svaki ZhuZhu Pet® ima drugačiju Pet® has its own individual personality and makes whimsical sounds as it races osobnost i proizvodi ćudljive zvukove dok juri svojim svijetom. Uz dva načina rada, around its world. With two different modes, adventure-mode and nurture-mode, pustolovni i odgojni, ZhuZhu Pets® su osvojili srca djece, ali i roditelja kao “ljubimci ZhuZhu Pets® warmed themselves into children’s hearts, while remaining appealing bez nereda”. ” Izazvavši tako velik fenomen, za ovaj je proizvod stvoren veliki to parents as the ultimate “pet without the mess.” Due to the phenomenon of this program licenciranja koji i dalje ubrzano raste čime je licencija dostigla sam vrh product, a major licensing programme has resulted that continues to rapidly grow, ključnih kategorija poput igračaka, darova, odjeće i izdavaštva bringing the property into key categories such as toy, gift, apparel and publishing, to name a few The Simpsons Simpsonovi A brand 20 years young, watched in over 100 countries by more than 40 million Brend 20 godina mlad, emitiraju se u preko 100 zemalja i tjedno ih gleda više od viewers weekly, Homer, Marge, Bart, Lisa and Maggie have become true global 40 milijuna ljudi, čime možemo reći da su Homer, Marge, Bart, Lisa i Maggie postali icons. More than 400 licensees and worldwide retail sales topping $8 billion, there prave svjetske ikone. S više od 400 primatelja licencije (licensees) i prodajom koja is no end in sight for one of the most powerful television properties of all-time as prelazi 8 milijardi dolara, ne nazire se kraj jednoj od najsnažnijih televizijskih licenci Twentieth Century Fox Consumer Products continues to take the brand into new svih vremena, a Twentieth Century Fox Consumer Products nastavlja širiti brend u product areas, markets and audiences across the globe. nova područja, na nova tržišta i prema novoj publici diljem svijeta. ICE AGE LEDENO DOBA is a franchise of mammoth proportions generating $2 billion in worldwide box Ledeno doba je franšiza mamutskih proporcija koja putem kino-dvorana generira office sales, with ICE AGE 3: DAWN oF THE DINoSAURS ranking as the number one 2 milijarde dolara, pri čemu je LEDENo DoBA 3: DINoSAURI DoLAZE doseglo prvo animated film in 34 countries. our favourite sub-zero heroes return to theatres july mjesto na ljestvici animiranih filmova u 34 zemlje. Naši omiljeni ledeni junaci vraćaju 2012 with the fourth instalment of the billion dollar franchise Ice Age 4: Continental se u kino-dvorane u srpnju 2012. godine s četvrtim nastavkom franšize Ledeno Drift in 3D! Doba 4: Continental Drift u 3D tehnici teškim milijardu dolara! Power Rangers Power Rangers Power Rangers: The most successful live-action kids series in the history of Najuspješnija dječja serija o akcijskim junacima u povijesti televizije se television is back and BIGGER than ever! Launched in 1993, Power Rangers vraća jAČA nego ikada prije! Power Rangers su nastali 1993. godine i ubrzo quickly became the #1 kids action brand in the world. Building on this postali svjetski brend broj 1 dječjih akcijskih junaka. Nastali na nenadmašnim unsurpassable foundation, the Power Rangers return for their 19th season temeljima, Power Rangers se vraćaju po 19. sezonu – Power Rangers Samuri, – Power Rangers Samuri, where a new generation of Rangers must learn to gdje će nova generacija Rangersa morati naučiti ovladati Samuri simbolima master the Samuri symbols of power over the elements of Fire, Water, Sky, moći nad elementima Vatre, Vode, Neba, Šume i Zemlje i boriti se sa drevnim Forest and Earth to battle an ancient evil. With a unique blend of action, zlom. jedinstvenim spojem akcije, pustolovine, humora i srčanosti Power adventure, humour and heart Power Rangers is the ultimate pop icon. Rangersi postaju prave ikone. Show Exibitors Thomas & Friends Tomica i prijatelji Thomas & Friends; over the past 65 years, Thomas & Friends has been captur- Tomica i prijatelji; Već 65 godina Tomica i prijatelji osvajaju srca i maštu djece i ing the hearts and imaginations of children and parents around the world through roditelja diljem svijeta kroz dodirne točke potrošača koje obuhvaćaju: izdavaštvo, consumer touch points including: Publishing, Broadcast, Home Entertainment, emitiranje, kućne zabavne sadržaje, proizvode široke potrošnje, javne nastupe i Consumer Products, Live Events and Attractions. In the UK alone, Thomas & Friends zabavne parkove. Samo u Velikoj Britaniji, Tomica i prijatelji su već 10 uzastopnih has been the No.1 Preschool License for 10 consecutive years. The success of the godina licencija broj 1 za predškolski uzrast.. Uspjeh brenda se ne može poreći i uz brand is undeniable and with the all new CG animation and master toy licensees pomoć novih tehnologija animacije i glavnih primatelja licence Fisher Price i Mega, Fisher Price and Mega, the future only holds more exciting adventures for Thomas u budućnosti možemo očekivati još mnogo uzbudljivih pustolovina Tomice i njegovih and his Friends! prijatelja! 51
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- 55. SHoW eXIBItORS kilogrammedia T: + 44 ( 0 ) 1279 778 919 Bury Barn, Brent Pelham, Hertfordshire F: + 44 ( 0 ) 1279 778 929 United Kingdom SG9 0AU E-mail: office@kilog.co.uk Jane Garner Director Website: www.kilogrammedia.co.uk Kilogrammedia is a licensing specialist public relations and marketing agency, Kilogrammedia je marketinška agencija specijalizirana za odnose s javnošću i mar- offering complete PR and promotional solutions to licensors, licensees, agents and keting u industriji licenciranja, nudeći potpuna PR i promotivna rješenja davateljima i production companies alike. With years of experience in the industry, the kilogram- primateljima licenci, agentima i proizvođačima podjednako. Uz dugogodišnje iskustvo media team has built up an outstanding list of trade and consumer media contacts u industriji, kilogrammedia tim izgradio je referentni popis iznimnih kontakata u me- and has in-depth knowledge and understanding of what it takes to stand out in the dijima i trgovini, te posjeduje ‘dubinska’ znanja i razumijevanje o tome što je potrebno world of licensing. isticati u svijetu licenciranja. In addition to trade and consumer PR, kilogrammedia offers a complete range of Uz usluge PR-a za trgovinu i potrošače, kilogrammedia nudi kompletan asortiman marketing services to all those operating in the licensing industry, this includes marketinških usluga za sve one koji rade u industriji licenciranja,što uključuje i savje- advising on and placing media spend, designing and writing corporate and consumer tovanje o medijskom prostoru i trošku, planiranje i pisanje korporativnih i potrošačkih facing literature, planning and implementing social networking strategies, arranging tekstova, planiranje i provedbu strategije društvenog umrežavanja, osmišljavanje consumer competitions and promotions, organising events and managing talent. unapređenja prodaje i promocije, organiziranje evenata i pronalaženje talenata. Not only is every sector of the industry covered, but with licensing a truly global busi- Svaki sektor industrije je pokriven, a s licenciranjem koji je uistinu globalno poslova- ness, kilogrammedia works with companies across the world and has the contacts nje, kilogrammedia surađuje s tvrtkama diljem svijeta te ima kontakte i znanja koja joj and knowledge to facilitate this. to i omogućuju. Show Exibitors 53
- 56. Laris-TCB je tvrtkaspecijalizirana za booking izvođača i umjetnika različitih profila, kao i za organiziranje evenata. Višegodišnji profesionalni rad rezultirao je suradnjom s preko 100 različitih glazbenih izvođača - od poznatih imena hrvatske estradne scene, preko poznatih i manje poznatih bandova i izvođača različitih glazbenih profila (pop, rock, jazz, soul, blues, swing i sl.), ..., pa sve do klapa, tamburaša i romskih bandova. Osim s glazbenicima, surađujemo i dogovaramo nastupe s umjetnicima i izvođačima drugih različitih zanimanja, kao što su plesači, iluzionisti, mađioničari, stand-up komičari, imitatori, žongleri, gutači vatre, voditelji, glumci, glumačke družine, itd. Organiziramo različite vrste događanja – od promocija, domjenaka, prezentacija, kongresa, (ne)tipskih party-a, ..., pa sve do svadbenih svečanosti i raznih prigodnih proslava. Od ideje, programa, produkcije, pa do scenografije, snimanja i same organizacije – sve je to naša briga. Ljudski pristup, iskustvo i profesionalna organizacija razlog su zašto smo do sada organizirali preko 500 različitih vrsta događanja. Na upit ili na zahtjev klijenta, a u suradnji s našim partnerima i dobavljačima, osiguravamo i kompletnu tehničku (bina, razglas i rasvjeta, scenografija, ...) i video produkciju (ekrani, plazme, projektori, snimanja, fotografiranja, montaže snimljenog materijala, ...). Laris-TCB d.o.o. | Ružmariinka 9, HR-10000 Zagreb | tel. ++385 1 231 40 64 | fax. ++385 1 236 14 56 | e-mail. laris-tcb@laris-tcb.hr | www.laris-tcb.hr 54
- 57. SHoW eXIBItORS LARIS-TCB d.o.o. Member of Master group T: +385 1 2314-064 Ružmarinka 9, 10000 Zagreb F: +385 1 2361-456 Croatia E-mail: laris-tcb@laris-tcb.hr Feđa Čaušević Owner / CEO Website: www.laris-tcb.hr The firm is specialized in booking and representation of various profiles performers Firma je specijalizirana za booking izvođača i umjetnika različitih profila, kao i za and artists, as well as event organization. organiziranje evenata. our many-years professional dealing in this entertainment business, gave us the Naše višegodišnje profesionalno bavljenje ovim poslom rezultiralo je suradnjom s cooperation with more then 100 different music performers - from Croatian music preko 100 različitih glazbenih izvođača - od poznatih imena hrvatske estradne scene, celebrity scene, through known and less known bands and performers with different preko poznatih i manje poznatih bandova i izvođača različitih glazbenih profila (pop, music profiles (pop, rock, jazz, soul, blues, swing etc.), all the way to “klapas” and rock, jazz, soul, blues, swing i sl.), pa sve do klapa, tamburaša i romskih bandova. gypsy bands. osim s glazbenicima, surađujemo i dogovaramo nastupe s umjetnicima i izvođačima Apart of musicians, we cooperate with other artists and performers like dancers, drugih različitih zanimanja, kao što su plesači, iluzionisti, mađioničari, stand-up illusionists, magicians, stand-up comedians, imitators, janglers, fire swallowers, komičari, imitatori, žongleri, gutači vatre, glumci, glumačke družine, itd. actors, acting groups, etc. organiziramo različite vrste događanja – promocije, domjenke, prezentacije, We organize vast range of events – promotions, banquets, presentations, congresses, kongrese, (ne) tipske partije, ..., pa sve do svadbenih svečanosti i raznih prigodnih (non) typical parties all the way to weddings and celebrations. proslava. From idea, program, production, set, recording and organization itself - everything od ideje, programa, produkcije, pa do scenografije, snimanja i same organizacije - is our concern. Human approach, experience and professional organization are the sve je to naša briga. Ljudski pristup, iskustvo i profesionalna organizacija razlog su reasons we have organized over 500 different types of events. zašto smo do sada organizirali preko 500 različitih vrsta događanja. Upon inquiry or demands of our clients and in cooperation with our partners and Na upit ili na zahtjev klijenta, a u suradnji s našim partnerima i dobavljačima, suppliers we provide full technical (stage, light, and sound, set, ...) and video osiguravamo i kompletnu tehničku (bina, razglas i rasvjeta, scenografija, ...) i video production (screens, plasmas, projectors, cameramans, photographers, editing produkciju (ekrani, plazme, projektori, snimanja, fotografiranja, montaže snimljenog recorded material, ...). materijala, ...). Show Exibitors 55
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- 59. SHoW eXIBItORS LICENSING BRANDS, INC. T: +1- 404-784-1222 2972, Northside drive, Suite 100 Atlanta, GA 30305 F: +1- 440-809-2413 USA E-mail: pete.canalichio@brandlicensingexpert.com PETE CANALICHIO President Website: www.brandlicensingexpert.com Licensing Brands, Inc. offers informational products and coaching to manufacturers Licensing Brands, Inc. nudi informacijske proizvode i obuku proizvođačima i vlasnici- and brand owners to assist them in harnessing the power of brand licensing. At Li- ma marka, te im pomaže iskoristiti moć licenciranja marka. Mi u Licensing Brandsu censing Brands, we believe successful companies with strong products and services vjerujemo da uspješne tvrtke s dobrim proizvodima i uslugama mogu postati još can become great companies when they have access to great brands through licens- bolje ukoliko im se omogući pristup vrhunskim markama putem licencija. Davatelji ing. Licensors with great brands, in turn, can benefit from licensees which can extend licencije vrhunskih marka također mogu profitirati od primatelja licencije, koji mogu their brand into categories, regions and channels faster than if they chose to do so svoje marke brže proširiti kroz druge kategorije, regije i kanale prodaje, nego da to internally. When a licensee and licensor come together, many more amazing products pokušaju učiniti interno unutar svoje mreže. Kada se udruže davatelj i primatelj and services sold under brands consumers know and love will make their way to licencije, mnogi novi proizvodi i usluge koji se prodaju pod markama koji su market. These products and services will in turn delight their consumers thereby potrošačima prepoznatljivi i dragi, pronalaze put do tržišta. Ti proizvodi i usluge će making the world a better and more enjoyable place for us all to live. The licensee jednako tako oduševiti potrošače čime možemo ovaj naš svijet učiniti boljim i ugod- and licensor don’t just make money from such an endeavor. They contribute ideas nijim mjestom za život. Davatelj i primatelj licencije ne zarađuju samo novac takvim that can transform entire industries, even entire economies. pothvatom. oni doprinose ideje koje mogu promijeniti čitavu industriju, pa čak i čitavo Licensing Brands, Inc. is a business that focuses on the principles of doing right, act- gospodarstvo. Licensing Brands, Inc. je tvrtka koja nastoji činiti prave stvari, raditi ing with integrity, promoting sustainability and behaving as a good corporate citizen pošteno, unaprjeđivati održivost i biti dobar korporativni građanin. CUBES&CRAYONS CUBES&CRAYONS Cubes&Crayons provides a space for kids and parents to develop side-by-side. Cubes&Crayons nudi mjesto za međusobni razvoj djece i roditelja. Cubes&Crayons je Cubes&Crayons was built for moms and dads everywhere who want to be parents osnovan za mame i tate cijeloga svijeta koji žele istovremeno biti roditelji i uspješni as well as professionals and have time with their babies and children. Licensing stručnjaci u svome poslu i imati vremena za svoju djecu. Licensing Brands pomaže Brands is helping Cubes&Crayons geographically expand their model through Cubes&Crayons kako bi svoju ideju proširili svijetom uz pomoć licenciranja licensing. COOL 2 BE AMERICAN COOL 2 BE AMERICAN Lifestyle Brands believes in getting involved and giving back to the country and its Lifestyle Brands vjeruje u uključenost pojedinca i davanje sebe za zemlju i svoje citizens with trademarks such as Cool 2 Be American and Remembering 9-11-01. sugrađane kroz trademark proizvode (zaštitne znakove proizvođača) poput Cool 2 Be Licensing Brands is helping Lifestyle Brands maximize their impact by finding the American (Super je biti Amerikanac) i Remembering 9-11-01 (Pamtimo 11.09.2001). right business partners for their trademarks and creating commercial platforms that Licensing Brands pomaže da Lifestyle Brands povećaju svoj utjecaj tako da im would enable them to give back to the community. pronalaze odgovarajuće poslovne partnere za njihov trademark i stvaraju prostor za komercijalni razvoj, koji im omogućava da vrate svoj dug zajednici ZELOSPORT ZELOSPORT Zelosport creates products that put families back together in kitchens and living Zelosport kreira proizvode koji vraćaju obitelj na mjesta zajedništva, gdje mogu igrati rooms playing wholesome games and building lasting memories. igre, družiti se i stvarati trajne uspomene. Također, kroz igre kreiraju lige i turnire They also create leagues and tournaments around their games that bring communi- koji mogu povezati cijelu zajednicu poput Turnira u prstometu (nogomet prstima). ties together, such as the Finger Football Tournament. Licensing Brands is assisting Licensing Brands pomaže Zelosportu pronaći odgovarajuće brendove s kojima se Zelosport in soliciting brands to partner with. može udružiti. PENLEY PENLEY Licensing Brands is helping Penley Art to increase the reach of artist Steve Licensing Brands također pomaže Penley Art kako bi kroz licenciranje njegovih Penley’s work through licensing his art. Penley is known for his bold and djela povećali doseg umjetnika Steve Penleya. Penley je poznat po svojim vibrant paintings of historical and popular American icons. Licensing Brands smionim i živahnim slikama povijesnih i popularnih američkih ikona. Kroz will make Penley’s works of art available to be enjoyed by a larger number of licenciranje Licensing Brands će približiti Penleyeva djela široj publici. Licens- people through licensed products. Licensing Brands is working with Penley Art ing Brands radi s Penley Art kako bi prepoznao kategorije koje se slažu s to identify categories that compliment Penley Art’s brand positioning and is pozicioniranjem njegovog brenda i koje bi povećale izglede suradnje primatelja also prospect licensees to partner with Penley Art. licencija s Penley Art. Show Exibitors COCA-COLA COCA-COLA Licensing Brands executed the Coca-Cola Vancouver 2010 olympic Retail Licensing Brands vodio je programe prodaje robe i bedževa (pin trading) za Merchandising and Pin Trading Programs and was responsible for coordinating the Coca-Colu u Vancouveru 2010. za vrijeme olimpijskih igara i koordinirao je cijeli entire co-branded licensing program including, planning and budgeting, allocat- program licenciranja što uključuje planiranje, određivanje budžeta, dodjeljivanje ing resources, recruiting and managing licensees, merchandise development and sredstava, pronalaženje i upravljanje novim primateljima licencije, razvoj i provedbu approval, pin trading center design and execution. Additionally, Licensing Brands has razvoja robe široke potrošnje te provedbu plana za pin trading centar. Nadalje, assisted the Coca-Cola team in bringing together its retail merchandise program for Licensing Brands je pomogao Coca-Coli u plasiranju svojeg maloprodajnog progra- Expo 2010 Shaghai held from May 2010 to october 2010. ma na Expo 2010 u Šangaju, koji se održavao od svibnja do listopada 2010. godine. 57
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- 61. SHoW eXIBItORS LIVE d.o.o. T: +386 05 66 08 198 Polje 9, 6310 Izola F: +386 05 66 08 172 Slovenia E-mail: alen.vuk@live.si Alen Vuk Director Website: www.targetbag.com Live d.o.o. continues more than 10 annually tradition of one of the most important Live d.o.o. nastavlja više od deset godina tradicije jedne od najvažnijih kompanija u companies in Slovenia and southeastern Europe, based in Izola. Larger part of our Sloveniji i jugoistočnoj Europi, sa sjedištem u Izoli. Veći dio naše aktivnosti odnosi activity is trading with bags, school and office products, and promotional gifts. se na trgovinu torbama, školskim i uredskim materijalom i promotivnim poklonima. We are strongly present with marketing of various brands. We spread our activity Marketing raznih brendova vrlo je zastupljena dimenzija u našem radu. from parts of Slovenia and southeastern Europe on range of entire Europe territory. S teritorija Slovenije i jugoistočne Europe proširili smo djelovanje na područje cijele Company Live features several new licensing items: school bags and stationery, Europe. Kompanija Live predstavlja nekoliko novih licenciranih proizvoda: školske which are marketed under the brand Hello Kitty, Barbie, TMNT, Spiderman, Hulk, torbe i pribor pod brendovima Hello Kitty, Barbie, TMNT, Spiderman, Hulk, NBA, NBA, Harley-Davidson, Ben10, Bakugan and Moto GP. We are directly present in the Harley-Davidson, Ben10, Bakugan i Moto GP. Izravno sudjelujemo na hrvatskom, Croatian, Serbian, Macedonian, Bosnian and Montenegrin markets where we srpskom, makedonskom, bosanskom i crnogorskom tržištu gdje djelujemo kroz operate, through its subsidiaries, representative offices or agents. The entire company podružnice, predstavničke urede ili agente. Cijela je kompanija fokusirana na nove is totally focused into new trends, quality and reactivity. We prefere to concentrate on trendove, kvalitetu i reaktivnost. Koncentriramo se na ono u čemu smo najbolji. what we do best. Experience, creativity and knowledge counts! ono što vrijedi su iskustvo, kreativnost i znanje! CILj VAS PoKREĆE. TARGET MoVE YoURSELF. Hello Kitty Hello Kitty Hello Kitty is a fictional character produced by the japanese company Sanrio, first Hello Kitty izmišljeni je lik japanske kompanije Sanrio, Izvorno ju je osmislila Yuko designed by Yuko Shimizu. The character is a staple of the kawaii segment of japa- Shimizu. Taj je lik glavni proizvod kawai segmenta japanske popularne kulture. nese popular culture. The character is portrayed as a female white japanese bobtail Njen je lik ocrtan kao ženka bobtail japanske mačke s crvenom vrpcom. cat with a red bow. The character’s first appearance on an item, a vinyl coin purse, Prvi put se pojavila na novčanicima u japanu 1975. , a 1978. dolazi u Sjedinjene was introduced in japan in 1975 and brought to the United States in 1976This Države. Taj je prvi dolazak bio pod okriljem Sanrio kompanije i tamo se još uvijek debut came under the Sanrio company lineup, where her various products are still razvijaju i prodaju njeni razni proizvodi. developed and sold. Barbie Barbie Barbie is a fashion doll manufactured by the American toy-company Mattel, Inc. Barbie je modna lutka koju je tvornica igračaka Maftel proizvela i lansirala u ožujku and launched in March 1959. Barbie is the figurehead of a brand of Mattel dolls and 1959. godine. Barbie je naslovni lik brenda Maftel lutaka i dodataka uključujući accessories, including other family members and collectible dolls. Barbie has been druge članove obitelji i pripadajuće lutke. an important part of the toy fashion doll market for fifty years, and has been the Barbie je pedeset godina važan dio tržišta modnih lutaka i bila je tema brojnih subject of numerous controversies and lawsuits, often involving parody of the doll kontroverzni i sudskih tužbi koje su se često odnosile na parodiju lutkice i njenog and her lifestyle. životnog stila. Spider-Man Spider-Man Spider-Man is a fictional Marvel Comics superhero. The character was created by Spider-Man je super-junak Marvel Comicsa. Stvorili su ga Stan Lee i Steve Ditko. writer-editor Stan Lee and writer-artist Steve Ditko. He first appeared in Amazing Prvi se put pojavio u Amazing Fantasy #15 (kolovoz 1962). Lee i Ditko su donijeli taj Fantasy #15 (Aug. 1962). Lee and Ditko conceived of the character as an orphan lik kao siroče koje su odgojili ujna May i ujak Tom te kao tinejdžera koji se suočava s being raised by his Aunt May and Uncle Ben, and as a teenager, having to deal tipičnim problemima adolescencije uz probleme borbe s kriminalom. with the normal struggles of adolescence in addition to those of a costumed crime Tvorci Spidermana dali su mu natprirodnu snagu i okretnost, sposobnost fighter. Spider-Man’s creators gave him super strength and agility, the ability to cling prijanjanja uz sve površine, pucanja iz oružja svojeg vlastitog inventara koji on to most surfaces, shoot spider-webs using devices of his own invention which he naziva “web-shooters” i brze reakcije na opasnost svojim spider-osjetom koji mu called “web-shooters”, and react to danger quickly with his “spider-sense”, enabling omogućuje pobjedu u tim sukobima. him to combat his foes. Bakugan Bakugan Bakugan is a japanese action adventure anime television series produced by Bakugan je japanska akcijska avanturistička animirana serija koju su TMS Entertainment and japan Vistec under the direction of Mitsuo Hashimoto. producirali iTMS Entertainment i japan Vistec pod direkcijom Mitsuoa The story centers on the lives of creatures called Bakugan and the battle Hashimotoa. Priča se usredotočuje na živote stvorenja Bakugana i na battle brawlers who possess them.In New Vestroia, Dan, Marucho, and Shun are brawiers koji ih posjeduju. Dan, Marucho i Shun pozivaju se u novoobnovljenu called to the newly restored Vestroia to stop an alien race called the Vestals Vestroiju kako bi zaustavili napad vanzemaljaca Vestala. who invaded it. They allied with the Bakugan Battle Brawlers Resistance: Mira, oni se udružuju s Bakugan Battle Brawlers otporom: Mirom, Aceom i Baronom Ace, and Baron in order to stop an evil group known as the Vexos from stealing kako bi zaustavili zlu grupu Vexos od krađe bakugana iz Nove Vestroije, a the bakugan from New Vestroia, and possibly, the whole universe , later the možda i cijelog svemira. Poslije se Vexasi osvećuju pokušavajući uništiti Show Exibitors Vexos take revenge as they try to destroy the Bakugan, and that’s when the Bakugane i tada brawlers dolaze spasiti Novu Vestroiju. brawlers come in to save New Vestroia. Ben 10 Ben 10 Ben 10 is an American animated series created by “Man of Action” (a group consist- Ben 10 je američka animirana serija koju su stvorili “Man of Action” (skupina u kojoj ing of Duncan Rouleau, joe Casey, joe Kelly, and Steven T. Seagle), and produced su Duncan Rouleau, joe Casey, joe Kelly i Steven T. Seagle) i koju su producirali by Cartoon Network Studios. The series is about a boy who gets an alien device Cartoon Network Studios. Serija je o dječaku kojemu je pripojen vanzemaljski uređaj attached to his arm that allows him to turn into alien creatures. za ruku pomoću kojega se može pretvoriti u vanzemaljska stvorenja . 59
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- 63. SHoW eXIBItORS Orbis travel agency Member of Master group T: +385 1 483 23 36 Zrinjevac 14, 10000 Zagreb F: +385 1 483 23 38 Croatia E-mail: info@orbis.com.hr Danijel Silić CEO Website: www.orbis.com.hr Allow us to introduce you to orbis travel agency based in Zagreb, which is engaged in ovim putem htjeli bismo Vam predstaviti agenciju orbis putovanja – full service providing travel services to individual guests, groups and businesses. agenciju koja posebnu pozornost pridaje upravo pružanju usluga tvrtkama. We have started off as a travel agency and a car rental (a fleet of 50 vehicles), and with Nastali smo kao putnička agencija i rent-a-car koji u floti ima oko 50 vozila, a s time in line with the demand, we have gathered a team of experts for the organization vremenom smo u skladu s potražnjom, oko sebe okupili timove profesionalaca te tako and implementation of team building programs, making us an all-rounder company sada možemo reći da smo jedna od agencija s najkompletnijom ponudom usluga za with a full range of services for companies: from business trips to incentive and team tvrtke na području poslovnog turizma. building programs. Direktno surađujemo sa gotovo svim turističkim subjektima (hoteli, agencije, our clients are mostly individual guests and companies from all around the world agroturizmi,…) i zrakoplovnim kompanijama u zemlji, a indirektno i sa mnogima u We sell through several channels: directly at a branch office („walk in“ clients at a inozemstvu gdje koristeći subagentski način rada ostvarujemo i povoljnije cijene s prominent Zagreb location, on Zrinjevac square, which is also known as the „travel obzirom na obujam posla. Na taj način u mogućnosti smo svojim klijentima ponuditi agency boulevard“), in cooperation with other agencies and through a direct contact potpunu uslugu dok istovremeno inzistiramo na individualnom pristupu klijentima i with companies via internet. personaliziranoj usluzi. We cooperate with a large number of hotels around the country and abroad, partly directly and partly through other agencies. Show Exibitors 61
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- 65. SHoW eXIBItORS AMK Paneks Member of Master group T: + 389 2 3113188 Zdanec 40, Skopje 1000 F: + 389 2 3122729 R. Macedonia E-mail: amkpaneks@yahoo.com Zlatko Pankov General Manager Website: www.paneks.com An event is an expressive medium that gathers and interprets the flows turning them Event je jedan ekspresivni medij koji skuplja i tumači razne struje i pretvara ih u into experience. The message delivered by an event does not stop once the event is iskustvo. Poruka koju odašilje event ne prestaje s prestankom eventa, nego se stvara over, but they generate a stratification of meanings which keep on communicating slojevitost mišljenja koja nastavlja komunicirati u dolazećem vremenu. over time. Povijest: PANEKS – privatna marketinška agencija s dvadesetogodišnjim iskustvom. History: PANEKS - private marketing agency which exist 20 years. Godine iskustva su nas naučile da uspješni marketinški rad podrazumijeva posebno Through the years, our experience taught us that successful marketing work means usmjeravanje pozornosti na tržište i želje potrošača. Danas je naš koncept ponude paying special attention to the market and customers desires, especially in the cjelokupne marketinške usluge prepoznatljiv u širokim okvirima na tom području context of quality and velocity. Today our concept of extraordinary offer of complete poslovanja. marketing services is recognizable in wide frame in this field of business. Redovito sklapamo ugovore za sajmove sa Makedonskim i stranim kompani- We are regular contractors for fair stands of Macedonian and foreign companies and jama i udrugama na brojnim međunarodnim sajmovima u Europi kao i u mnogim Associations at wide range of International Fairs in Europe as well as at lot of specific specifičnim i različitim događanjima; postavljanju pozornica, u organizaciji zabavnih and different events, stage settings and organizing entertainment ,promotions, sadržaja, promocija, konvencija, kongresa, priredba, javnih manifestacija, domjenka conventions, congresses, shows, public outdoor events, community events, special za različita društva, organizacije, stranke, itd. parties, etc. Načela našeg djelovanja: our operating principles: 1. U sve projekte ulažemo snagu ideja i vrijednost komunikacije. 1. Giving to all projects the strength of ideas and the value of communication 2. Razvijamo sadržaje u skladu s ciljem, korporativnim vrijednostima i vrijednostima 2. Developing contents according to target, corporate and product values in proizvoda kako bi stvorili opipljive efekte vezane uz događaj. order to generate tangible effects connected to the event. 3. Dajemo solucije za zaštitu potrošača, pri čemu se usmjeravamo na rješavanje 3. Providing solutions that protect the customer with orientation to problem problema i optimizaciju ulaganja. solving and investment’ optimization 4. ostvarujemo fiksne ciljeve. 4. Achieving the fixed objectives Show Exibitors 63
- 66. SHoW eXIBItORS TWENTIETH CENTURY FOX CONSUMER T: +44 (0) 20-7314-7013 PRODUCTS F: +44 (0) 20-7753-0290 31-32 Soho Square, London, W1D 3AP, E-mail: foxlicensing.europe@fox.com United Kingdom Website: www.fox.co.uk Carl Lumbard Senior Vice President and Managing Director, Europe A recognized industry leader, Twentieth Century Fox Consumer Products licenses and Twentieth Century Fox Consumer Products kao vodeće ime u industriji licencira i markets properties worldwide on behalf of Twentieth Century Fox Film Corporation, stavlja na tržišta diljem svijeta intelektualno vlasništvo tvrtki Twentieth Century Fox Twentieth Television and Fox Broadcasting Company, as well as third party lines. Film Corporation, Twentieth Television i Fox Broadcasting Company, kao i The division is aligned with Twentieth Century Fox Television, one of the top suppliers proizvode treće strane. Ti sektori prate Twentieth Century Fox televizijsku kuću, of primetime entertainment programming to the broadcast networks. jednog od vodećih dobavljača zabavnog programa. Davatelji su licence (licensor) za They are licensor for the following properties: The Simpsons, Family Guy, Glee, sljedeće intelektualne imovine: Simpsonovi, Family Guy, Glee, franšizu Ledeno doba, Ice Age Franchise, Avatar, Alvin and the Chipmunks, The A-Team, Rio, Diary of a Avatar, Alvin i vjeverice, The A-Team, Rio, Diary of a Wimpy Kid Wimpy Kid. The Simpsons Simpsonovi The longest-running comedy in television history, The Simpsons exploded into a oni su najduže emitirana komedija u televizijskoj povijesti. cultural phenomenon in 1990 and has remained one of the most ground-breaking Simpsonovi su se pojavili 1990. i odmah postali globalni fenomen te zadržali and innovative entertainment franchises, recognizable throughout the world. mjesto jedne od prvih i najinovativnijih franšiza zabavne industrije, prepoznatljive u cijelome svijetu Glee Glee With 19 Emmy nominations, the most of any TV series for the 2009-2010 Season, S 19 nominacija za nagradu Emmy, što je više od ijedne serije u sezoni 2009-2010, GLEE has quickly become a pop-culture phenomenon and one of the most talked serija GLEE je brzo postala fenomen suvremene pop-kulture i nova serija o kojoj about new shows in years. GLEE follows an optimistic teacher who – against all se najviše priča. Serija prati optimističnog učitelja koji usprkos malim šansama i odds and a malicious cheerleading coach – inspires McKinley High’s Glee club to zlobnom treneru navijačica potakne McKinley High Glee klub da krenu u osvajanje conquer the world one singing competition at a time. svijeta natječući se u pjevanju Avatar Avatar Since its global theatrical release last December, AVATAR has continued to make otkad je prošlog prosinca započelo prikazivanje diljem svijeta, AVATAR je nastavio motion picture history. Written by james Cameron and produced with his long-time stvarati povijest kinematografije. Djelo autora jamesa Camerona i njegovog collaborator jon Landau, AVATAR stars Sam Worthington, Zoë Saldana, Sigourney dugogodišnjeg suradnika jona Landaua, AVATAR je okupio sljedeću ekipu: Sam Weaver, Stephen Lang, Michelle Rodriguez, Giovanni Ribisi, joel David Moore, CCH Worthington, Zoë Saldana, Sigourney Weaver, Stephen Lang, Michelle Rodriguez, Pounder, Wes Studi and Laz Alonso. The oscar® and Golden Globe® winning epic Giovanni Ribisi, joel David Moore, CCH Pounder, Wes Studi i Laz Alonso. Epska is the highest grossing film of all time, taking in over $2.7 billion in worldwide box priča, dobitnik oscara® i Zlatnog globusa® postala je film s najvećom zaradom svih office. vremena zaradivši preko 2.7 milijardi dolara u kino-dvoranama diljem svijeta Alvin & The Chipmunks Alvin i vjeverice ALVIN AND THE CHIPMUNKS is a multi-generational brand that has received a ALVIN I VjEVERICE je brand za sve generacije koji je doživio modernu modern makeover thanks to two blockbuster movies ALVIN & THE CHIPMUNKS preobrazbu zahvaljujući dvama blockbusterima ALVIN & THE CHIPMUNKS and ALVIN & THE CHIPMUNKS: THE SQUEAKQUEL. And now, the hilarious fun (Alvin i vjeverice) i ALVIN & THE CHIPMUNKS: THE SQUEAKQUEL (Alvin i will continue with Alvin, Simon, Theodore – and the Chipettes – in 2011 with vjeverice 2). Urnebesna zabava nastavlja se s Alvinom, Simonom, Theodoreom the December release of CHIPWRECKED. The franchise has earned over $800 i Chipettesama u prosincu 2011. godine s nastavkom CHIPWRECKED. Zarada million at the box office, Nickelodeon’s Kids’ Choice Awards, certified platinum od franšize dostigla je preko 800 milijuna dolara kroz kino-dvorane, Nickelo- and gold soundtracks and top-ranking DVD sales. deon’s Kids’ Choice nagrade, platinaste i zlatne nosače zvuka i prodaju DVD-a. Show Exibitors Ice age 4: Continental Drift Ledeno doba 4: Continental Drift The sub-zero heroes of comedy and adventure are at the centre of a franchise of Ledeni junaci komedije i pustolovina središnji su likovi franšize mamutskih propor- mammoth proportions! Grossing $1.9 billion worldwide and selling over 90 million cija! Sa zaradom od 1.9 milijardi dolara diljem svijeta i uz prodanih preko 90 milijuna DVDs, Scrat, Manny, Sid, Diego and the gang have become part of the culture and DVDa, Scrat, Manny, Sid, Diego i ekipa postali su dio kulture i životnog stila djece lifestyle of kids around the globe, and are coming back in an all new 3D movie ICE širom svijeta i vraćaju nam se u novom 3D filmu ICE AGE: CoNTINENTAL DRIFT u AGE: CoNTINENTAL DRIFT in Summer 2012. ljeto 2012. 64
- 67. SHoW eXIBItORS Plus Licens AB T: +46 0 8 545 139 00 Kungsgatan 54, 10364 Stockholm F: +46 0 8 24 25 61 Sweden E-mail: peder.tamm@pluslicens.se Peder Tamm President Website: www.pluslicens.com Plus Licens is the largest licensing company in Eastern Europe and the Nordic countries, Plus Licens najveća je kompanija u Istočnoj Europi i Nordijskim zemljama, s tržištem a market with more than 438 million consumers - more than half of Europe’s population. s više od 438 milijuna potrošača što čini više od polovine europskog stanovništva. Plus Licens has a licensing know-how of more than 30 years, working with the majority Plus Licens ima know how licenciranja dulje od 30 godina radeći s većinom svjetski of the world’s most successful licensors. In addition to its head office in Stockholm, Plus najuspješnijih davatelja licenci. Uz glavni ured u Stockholmu, Plus Licens ima urede u Licens also has offices in Warsaw, Moscow, Kiev, Prague, Budapest, Bucharest, Paris and Varšavi, Moskvi, Kijevu, Pragu, Budimpešti, Bukureštu, Parizu i Tokyju. Tokyo. our business consists on the one hand of the Entertainment Properties driven by Naše poslovanje se s jedne strane veže za vlasništva u industriji zabave, vođena kino TV exposure and Theatrical releases, on the other hand the fashion-driven Design Rights. projekcijama i TV proizvodiima, a s druge strane za modna, dizajnerska prava. Uz sve Plus Licens has in addition during the last few years been appointed the pan-European to, Plus License je tijekom posljednjih par godina preuzela ulogu paneuropskog agen- agent of several design-driven properties. Due to the fact that Plus Licens has been ta za nekoliko dizajnerskih vlasništva. Zahvaljujući činjenici da je Plus License dobila entrusted with the licensing rights to entertainment properties of more major interna- više licencnih prava za vlasništva u industriji zabave od većeg broja međunarodnih tional media companies, in more countries, than any other licensing company in Europe, medijskih kompanija i u više zemalja nego ijedna druga europska kompanija za licen- we have over the years been able to develop thousands of relationships that today ciranje, kroz godine rada smo uspjeli stvoriti tisuće kontakata koji se danas prenose u translate into an unrivaled clout in the marketplace. As a consequence Promotional Retail jedan ne-rivalski odnos na tržištu. Promotivni maloprodajni marketing i manifestacije Marketing & Events are a central focus of ours to truly function as a powerful market- su, kao posljedica toga, u središtu našeg fokusa kao jedan snažan marketinški stroj. ing machine. Plus Licens is proud to bring some of the world’s most attractive mass Plus Licens ponosno dovodi neke od najprivlačnijih svjetskih ikona masovne kulture culture icons to some of the most exciting and promising territories in the world. na neka od najuzbudljivijih i najperspektivnijih područja na svijetu. GORMITI GORMITI Even before the TV series, Gormiti was a toy phenomenon among boys. The Gormiti Čak su i prije TV serije, Gormiti bili poznati fenomen među dječačkim igračkama. property comprises a new animated television series, publishing products, and six Vlasništvo Gormita obuhvaća nove animirane televizijske serije, izdavačka proizvode CGI-animated DVD episodes. The TV series is already on air in Bulgaria and the i šest CGI animiranih DVD epizoda. Serija se već prikazuje u Bugarskoj i baltičkim Baltic states and planned for launch in Poland, Croatia, Serbia, Slovenia, Bosnia zemljama, a planira se u programima Poljske, Hrvatske, Srbije, Slovenije, Bosne i and Macedonia during 2011. Giochi Preziosi and Marathon Media have recently Makedonije tijekom 2011. godine confirmed that a third season of the Gormiti TV series will be produced, bringing the total number of episodes up to 104 half-hours available in summer 2011. HASBRO HASBRO The toy company is currently exploring and expanding its portfolio with new theatrical Kompanija igračaka trenutno istražuje i širi svoj portfelj novim dramskim i televiz- and television adaptations of classic toy and game brands and the launch of a new ijskim adaptacijama brendova klasičnih igračaka i igara i pokretanjem novog dječjeg children’s television channel. The classic My Little Pony brand is set for a new TV series televizijskog kanala. Klasični brend Moj mali poni će biti u novoj TV seriji 2011. in 2011. A 3rd movie in the extremely successful Transformers franchise is planned for godine. Trgovina malih kućnih ljubimaca najbrže je rastući brend u industriji igračaka release in july 2011. Littlest Pet Shop is the fastest growing girls brand in the toy industry i broj jedan u zastupljenosti među figurama igračaka, na osnovi kolektibilnosti, and the #1 brand in the playsets/themed figure category, based on collectability and estetskih i emocionalnih vrijednosti. aesthetic and emotional values. HELLO KITTY HELLO KITTY one of japan’s most significant cultural exports, Sanrio’s Hello Kitty has become one jedan od najznačajnijih japanskih kulturnih izvoznih proizvoda, Sanriova Hello Kitty of the most successful commercial images of all time. Hello Kitty is pure imagery, an postala je jedan od najuspješnijih komercijalnih likova svih vremena. icon that allows viewers whatever meaning to her that they want. In spite of having Hello Kitty čista je slika, ikona koja omogućuje gledateljima da joj daju koje god oni no mouth, Hello Kitty talks with her heart and manages both to speak to a global žele značenje. Iako nema usta, Hello Kitty govori svojim srcem i uspijeva razgovarati audience and say different things to different people. Sanrio is celebrating its own s globalnom publikom i reći različite stvari različitim ljudima. Sanrio je 2010. slavio 50th anniversary in 2010 through a special logo honoring the company legacy and svoju pedesetogodišnjicu kroz poseban logo koji odaje počast kompaniji i portfelju its vast character portfolio. njenih likova. MTV/NICKELODEON MTV/NICKELODEON MTV Networks, a unit of Viacom, is one of the world’s leading creators of MTV Networks, dio Viacoma, jedan je od vodećih svjetskih tvoraca programa programming and content across all media platforms. Recent deals will bring i sadržaja na svim medijskim platformama. Novi će ugovori Nickelodeona Nickelodeon content like SpongeBob SquarePants, Dora the Explorer and donijeti na nova područja Istočne i Srednje Europe baš kao što je bio slučaj sa iCarly into new territories in Central and Eastern Europe. The 10th anniversary Spužva Bobom Skockanim, Dorom Istraživačicom i iCarly. U 2010. se slavila celebrations around Dora the Explorer, one of the most successful pre-school desetogodišnjica Dore Istraživačice, jednog od najuspješnijih predškolskih properties of all time, have been rolling out in 2010. SpongeBob Square Pants proizvoda svih vremena. is the most widely distributed property in the history of MTV Networks with a Spužva Bob Skockani jedan je od najšire distribuiranih vlasništva u povijesti Show Exibitors unique cross-demo appeal. MTV Networksa uz jedinstvenu cross-demo privlačnost. STAR WARS STAR WARS For nearly 35 years, Star Wars has entertained and inspired. A defining event for Ratovi zvijezda gotovo 35 godina pružaju zabavu i inspiraciju. Event za milijune, millions, Star Wars is still embraced by new generations. Lucasfilm has recently Ratove zvijezda vole i mlađe generacije. Lucasfilm je objavio da će prebaciti svih announced that it will convert all six original live-action feature films into stere- šest originalnih filmova u stereoskopski 3D za kino projekcije od 2012. godine. oscopic 3D for theatrical release from 2012. The third season of the animated Star Treća sezona animiranih Ratova zvijezda: serija Ratovi klonova, sastoji se od Wars: Clone Wars series, comprising 22 all-new episodes, was launched on Cartoon 22 potpuno nove epizode, a od 17. rujna se počela prikazivati na Cartoon Networku. Network from September 17. In addition, Lucasfilm Animation is now developing an osim toga, Lucasfilm Animation stvara novu animiranu seriju Ratovi zvijezda all-new animated Star Wars series targeting younger children. namijenjenu mlađoj djeci. 65
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- 69. SHoW eXIBItORS Tibor, origional project of Damir Čivrak T: +385 1 2792 581 Celine 238, 10340 Vrbovec M: +385 91 549 7303 Croatia E-mail: damir.civrak@zg.t-com.hr Damir Čivrak Project author Website: www.vampirtibor.blog.hr/ Tibor is a literary character who first appeared in public in 2007 in the book “Tibor: Tibor je književni lik koji se u javnosti pojavio 2007. godine u knjizi «Tibor: Bajka o Tale of the good-hearted vampire.” But Tibor, having such a restless and curious spirit dobroćudnom vampiru». Ali Tibor, onako nemirnog i znatiželjnog slikarskog duha, nije of an artist, he could not just stop there. He expanded since in many areas, all with se mogao zadržati samo na tome. Proširio se od tada na mnoga područja, a sve sa the aim to entertain kids, give them lots of beautiful moments together and make ciljem da zabavi najmlađe, pruži im puno lijepih trenutaka u zajedničkom druženju i their childhood an even nicer place to be. uljepša djetinjstvo. Almost everyone knows the legend that goes around Tibor, the benign vampire. Tibor Gotovo svi znaju legendu koja kruži o njemu, Tiboru, dobroćudnom vampiru… Tibor je is a young and poor painter who works as an assistant in a village pub. He is in love mlad i siromašan slikar koji kao pomoćnik radi u jedinoj seoskoj gostionici. Zaljubljen with a beautiful daughter of the owner of the pub, Agnes. Coincidentally, Tibor be- je u prelijepu gostioničarevu kći Agnezu. Igrom slučaja Tibor postaje vampir kada ga comes a vampire when he gets bitten by the countess Sibilska, a vampire who came ugrize grofica Sibilska, vampirica koja je u Zarin, Tiborovo selo, došla s namjerom da into the Tibor’s village Zarin, to subdue and isolate it from the rest of the world with ga sa svojom mnogobrojnom vampirskom vojskom pokori i izolira od ostatka svijeta. her countless vampire army. In a difficult struggle against his newly imposed vampire Uz tešku borbu protiv svoje nametnute vampirske prirode, Tibor je, izlažući opasnosti nature, Tibor takes up an important role in the war of people against vampires, vlastiti život, svojom hrabrošću zauzeo važnu ulogu u ratu između ljudi i vampira. putting his life into danger. With the help of the scientist Kosinius and his miraculous Uz pomoć znanstvenika Kosiniusa i njegova čudotvornog napitka, uspio je povam- potion, he manages to turn the vampirised villagers back to people. This has thwarted pirene seljane povratiti u ljude. Time je osujetio grofičin pakleni plan, spasio svoje the Countess’s deadly plan, saved his villagers and Agnes from vampires, and life in seljane i Agnezu od vampira, a život u Zarinu vratio u svakodnevicu. Zarin returned to everyday life. Po knjizi Tibor Cateia Games izradila je istoimenu računalnu igru za djecu koju je Cateia Games has created an eponymous computer game for children after the prošle godine objavio jutarnji list. Računalnu igru Tibor objavio je i ruski izdavač book, which was published last year by jutarnji list. The Tibor computer game was Akella, pa se ona može naći u maloprodaji i na teritoriju ruske federacije. published by the Russian publisher Akella, so it can be found in retail throughout the Nakon Rusije, videoigra Tibor objavljena je i u Poljskoj, izdavač je Play&fun a Russian Federation. Following Russia, the Tibor video game was released in Poland, distributer IQ Publishing. U ostatku svijeta igra se distribuira internetom, a prevedena with Play&Fun as publisher and IQ Publishing as distributor. In the rest of the world, je na engleski, ruski, poljski, njemački, španjolski, francuski i japanski jezik. the game is distributed via Internet, and has been translated into English, Russian, Nakon računalne igre, Tibor se proširio i na ostala područja, pa tako postoje dvije Polish, German, Spanish, French and japanese. društvene igre, Pronađi put do dvorca! i Uhvati vampira!. Tu su i puzzle i poklon After the computer game, Tibor spread to other areas, so there are two other differ- vrećice s Tiborovim likom. Svakog mjeseca u časopisu Dječji klub može se pročitati ent games now, Find your way to the castle! and Catch the vampire!. There are also novi kratki strip o Tiborovim veselim pustolovinama. puzzles and gift bags with Tibor’s character. Each month the journal Children’s Club Autor cijelog projekta Tibor je Damir Čivrak, pisac i strip scenarista, naravno, uz issues a short new comic about Tibor’s jolly adventures. podršku mnogobrojnih suradnika. The author of the Tibor project is Damir Čivrak, writer and comic book writer, natu- rally, with the support of his many contributors. TIBOR TIBOR 10. Tibor is the original project of Damir Čivrak, writer and screenwriter. The 10. Tibor je autorski projekt Damira Čivraka, pisca i scenariste. U cijeli whole project includes several companies that have recognized the potential projekt uključeno je više kompanija koje su prepoznale potencijal Tibora kao of Tibor as an upcoming Croatian brand. By now, there have been several Tibor nadolazećeg hrvatskog brenda. Do sada na tržištu postoji nekoliko proizvoda products on the market; Tibor; - The book “Tibor: Tale of the benign vampire,” published by Begen. - Knjiga «Tibor: Bajka o dobroćudnom vampiru», objavio nakladnik Begen. - Video Game “Tibor: Tale of the good-hearted vampire”, published by the - Videoigra «Tibor: Bajka o dobroćudnom vampiru», objavio jutarnji list (EPH jutarnji list (EPH Ltd.) d.o.o.). - Two games “Tibor: Find your way to the castle!” and “Tibor: Catch a vam- - Dvije društvene igre «Tibor: Pronađi put do dvorca!» i «Tibor: Uhvati vam- pire!, produced and distributed by Grafika-grafoprint. pira!», igre proizvodi i distribuira Grafika-grafoprint. - Gift bags, manufactured and distributed by Grafika-grafoprint. - Poklon vrećice, proizvodi i distribuira Grafika-grafoprint. - Puzzle, manufactured and distributed by Grafika-grafoprint. - Puzzle, proizvodi i distribuira Grafika-grafoprint. - The comic Tibor, with a new episode coming out every month in the largest - Strip Tibor, novi nastavak izlazi svaki mjesec u najtiražnijem dječjem children’s magazine Children’s Club. časopisu Dječji klub. Show Exibitors Tibor also appeared on the foreign markets; Tibor se pojavio i na inozemnim tržištima; - Akella Publisher released Tibor video game in Russia. - Izdavač Akella objavio videoigru Tibor u Rusiji. - IQ Publishing released Tibor video game in Poland. - Izdavač IQ Publishing objavio videoigru Tibor u Poljskoj. - The video game Tibor is sold worldwide throughout digital distribution (i.e. - Putem digitalne distribucije (interneta) videoigra Tibor prodaje se u cijelom online) and was translated, other than Russian and Polish, into German, svijetu, a prevedena je osim ruskog i poljskog, i na njemački, francuski, French, Spanish and japanese, as well. španjolski i japanski jezik. By the end of the year the tales of Tibor are expected to be out on audio books Do kraja godine očekuje se izlazak bajke o Tiboru u mediju zvučne knjige (i.e. audio CD), and coloring books. (audio CD-a), te bojanke. 67
- 70. Fall/A utum n 2010 Total Licensing ... Bringing the world of licensing to the countries of New Europe. Glob +354 www.l 59 al He biz@l 0 1700 azytow azytow ad n.com n.biz office Collect your free copy at Licensing New Europe, Booth # 1. www.totallicensing.com Summ er 20 10 68
- 71. SHoW eXIBItORS Total Licensing Limited T: +44 1892 782220 4 Wadhurst Business Park, Faircrouch Lane, Wadhurst F: +44 1892 782226 East Sussex TN5 6PT E-mail: jerry@totallicensing.com England Website: www.totallicensing.com Jerry Wooldridge Director With over 50 years of combined experience in the industry between them, Francesca S više od 50 godina zajedničkog iskustva u industriji, Francesca i jerry osnovali su and jerry founded Total Licensing in 2003, since when the magazine has become the 2003. godine Total Licensing i od tada taj magazin postaje vodeće svjetsko izdanje za leading worldwide publication for the licensing industry. industriju licenciranja. Sticking to its aim of being an independent publication from the industry for the Želeći biti jedna neovisna publikacija od industrije za industriju, Total Licensing je od industry, Total Licensing has grown from a concept to a globally read and respected koncepta narastao do svjetski čitane i cijenjene publikacije s više od 80000 čitatelja publication, with over 80,000 readers in over 103 countries worldwide, and advertis- u više od 103 zemlje svijeta i oglašavača iz više od 35 zemalja. Total Licensing je dio ers from over 35 countries. Total Licensing is present at at every relevant trade svakog relevantnog trgovačkog sajma u Europi, Sjevernoj Americi, južnoj Americi, show in Europe, North America, South America, Asia and beyond. In addition to Total Aziji i dalje. Uz Total Licensing, kompanija izdaje i Total Art Licensing, jedini magazin Licensing, the company publishes Total Art Licensing, the only global art licensing o globalnom licenciranju u umjetnosti i Total Licensing Australia koji se bavi sve magazine and Total Licensing Australia, which looks at the growing world of licensing razvijenijim svijetom licenciranja u Australiji. Uz sve to, Total Licensing objavljuje The in Australasia. over and above these, Total Licensing publishers The Total Licensing Total Licensing Report - besplatni tjedni online newsletter koji se dostavlja za više od Report – a free online weekly newsletter, distributed to more than 80,000 people 80000 ljudi u cijelom svijetu. around the world. Total Licensing Total Licensing Total Licensing is the leading magazine for the worldwide licensing industry. Total Licensing je vodeći magazin za svjetsku industriju licenciranja. Magazin se The magazine, published quarterly in digital and print formats, now has more than kvartalno objavljuje u digitalnom i tiskanom obliku i čita ga više od 80000 čitatelja 80,000 readers in 103 countries. Each issue includes special features covering u 103 zemlje. Svaki broj ima posebnu temu koja pokriva jedan aspekt licenciranja different aspects of licensing together with a territory focus, key trade show zajedno uz teritorijalni fokus, najave i osvrte na najvažnije sajmove, detaljne studije i previews and reviews, in-depth studies and analysis, property and company profiles analize, profile kompanija i vlasništva i itd. and much more. Total Licensing Australia Total Licensing Australia Total Licensing Australia is published in March and is the only stand-alone magazine Total Licensing Australia objavljen je u ožujku i jedini je samostalni magazin koji dedicated to the Australian licensing industry. The issue includes a major Australian je posvećen australijskoj licencnoj industriji. To izdanje uključuje pregled velikog Toy Fair preview together with features and company and property profiles and is australskog sajma igračaka uz profile kompanija i vlasništva. Distribuira se distributed to manufacturers and retailers in Australia as well as at the Melbourne proizvođačima i prodavačima u Australiji kao i melburnškom sajmu igračaka. Toy Fair. Total Art Licensing Total Art Licensing Total Art Licensing magazine, published twice a year, is designed specifically to help Total Art Licensing magazin izlazi dva puta mjesečno i posebno je namijenjen onima those in the art, design and illustration licensing business. The magazine covers a kojima treba pomoć u licenciranju na području umjetnosti, dizajna i ilustracije. wide range of art styles – from photographic to fine art and illustration and is ready Magazin pokriva široki raspon umjetničkih stilova - od fotografije do fine umjetnosti i by readers in over 70 countries. ilustracije i ima čitatelje u više od sedamdeset zemalja. The Total Licensing Report The Total Licensing Report The Total Licensing Report is a weekly newsletter that covers global news from Total Licensing Report tjedni je newsletter koji pokriva globalne vijesti iz the licensing industry. industrije licenciranja. The Report is sent out to over 80,000 individuals every Wednesday, and is an Report dobiva više od 80000 osoba svake srijede i iznimno je pogodan način za extremely useful way of seeing all the news from the industry in one digest. pregled svih vijesti iz te industrije na jednom mjestu. It covers news from North and South America, Europe, Asia and Australasia. Newsletter pokriva novosti iz Sjeverne i južne Amerike, Europe, Azije i Australazije. Show Exibitors 69
- 72. SHoW eXIBItORS VIPO Land GmbH T: +49-(0)89-9438 420-0 Muenchner Str. 20, 85774 Unterfoehring F: +49-(0)89 9438 420-29 Germany E-mail: oalexander@vipoland.de Oliver Alexander International Marketing Manager Website: www.vipoland.com In 2008 VIPo Land Inc. entered the world of Media & Entertainment, launching the VIPo Land Inc. ulazi 2008. godine u svijet medija i zabave lansirajući uspješnu successful, pre-school 3D animated series, “VIPo The Flying Dog”. In addition, VIPo animiranu seriju „VIPo leteći pas“ za predškolski uzrast. osim toga, VIPo Land Land Inc. is the manufacturer and distributor of diverse VIPo products, such as: plush Inc. proizvođač je i distributer raznih VIPo proizvoda kao što su plišane igračke animal toys, books and booklets, DVD’s, games, accessories, audio book & music životinjskog lika, knjige DVD-i, igre, dodaci, audio knjige i glazbeni CD-i i linija VIPo CD’s and the VIPo baby-products line. Beginning of next year, VIPo Land Inc is to proizvoda za bebe. Početkom sljedeće godine, Globe će lansirati drugu seriju launch a 2nd series, called VIPo & Friends - Surviving Time Island and aimed at a “VIPo & prijatelji - Preživjeti Time Island” koja cilja na malo stariju publiku. slightly older audience. In addition, a complementary Virtual World called osim toga, krajem 2010. godine će na Internetu pokrenuti komplementarni virtualni “Time Island”, which is a spin-off of the 2nd TV series, is going to be launched svijet „Time Island“. on the internet towards the end of 2010. VIPo – Leteći pas: VIPo projekt jedinstveni je obrazovni i kreativni projekt koji se VIPo - The Flying Dog: The VIPo project is a unique educational and creative bazira na pričama „VIPo, leteći pas“. Vipo je u kratko vrijeme uspio šarmirati project based on the stories of “VIPo the flying dog”. VIPo has managed to charm bezbrojnu djecu i njihove roditelje. countless children as well as their parents in a very short time. Do sada je serija prevedena na trideset jezika i prikazuje se u više od sto zemalja So far, the high quality, 3D animated series has been translated into 30 languages uključujući Njemačku, Španjolsku, Italiju, Finsku i zemlje Zapadne i Istočne Europe. and broadcast in over 100 countries, including Germany, Spain, Italy, Finland and Imajući neuobičajeno duge uši, Vipo nauči letjeti i sa svojim prijateljima, rodom West,- Eastern Europe countries. Having unusually long ears, VIPo learns to fly Henrijem i igračkom, mačkom Betty, doživljava mnogobrojne avanture na putovanju and is joined by his friends, Henry the stork and Betty the toy cat, on numerous oko svijeta. VIPo serija nije samo zabavna, nego i obrazovna; uči djecu o različitim adventures in a journey around the world. The VIPo series is not only entertaining, zemljama, gradovima, kulturama i tradicijama. osim toga, Vipo naglašava načela it is also educational, teaching children about different countries, cities, cultures and prijateljstva, odanost i uzajamno poštovanje. Zbog visoke prihvaćenosti i brzog razvoja traditions. In addition, VIPo highlights principals of friendship, loyalty and mutual poslovnih aktivnosti i produktivnih partnerskih odnosa, VIPo Land Inc. je počeo s respect. Due to the high acceptance and the fast-growing business activities and produkcijom druge sezone serije. development of productive partnerships, VIPo Land Inc has started to produce the Avantura će se nastaviti - uz real HD i 5.1 Dolby surround! 2nd season of VIPo. The adventure will continue - in real HD and 5.1 Dolby surround! VIPO & Friends – Surviving Time Island VIPO & Prijatelji – Preživjeti Time Island VIPo Land Inc. proudly announces the new second TV-series: VIPo & Friends – VIPo Land Inc. ponosno najavljuje novu, drugu TV seriju „VIPo i prijatelji - Preživjeti Surviving Time Island will be launched beginning of 2011 in real HD and Time Island“ koju će lansirati početkom 2011. u real HD i 5.1 surround ozvučenju uz 5.1 surround sounds, with fantastic adventures on amazing “Time Island”. fantastične avanture na nevjerojatnom Time Islandu. „osjeti uzbuđenje“ ključna je “Experience the thrill” is the catchword for this exciting series with new extraordi- riječ za tu uzbudljivu seriju s novim, neuobičajenim likovima. nary characters. The series is a light-hearted, fantasy adventure that celebrates Serija je vedra, fantastična avantura koja slavi našu raznolikost i promovira ono što our diversity, while promoting what we all have in common. It challenges us to nam je zajedničko. Potiče nas da upoznamo svoje susjede, riješimo svoje probleme i get to know our neighbours, solve our problems, settle our disputes, and to show razmirice i budemo vođe kada je to potrebno. leadership when the moment calls. VIPO – Adventures of The Flying Dog VIPO – Avanture letećeg psa In each of the 26 episodes, we follow VIPo with his friends Betty (a toy cat) and U svakoj od 26 epizoda pratimo Vipa i njegove prijatelje, Betty i Henryja, na različitim Henry (a stork) to a different destination, where they meet interesting characters destinacijama gdje susreću zanimljive likove i stvaraju nova prijateljstva. and make new friends. In each exciting adventure, the young viewers learn valuable Kroz svaku uzbudljivu avanturu, mladi gledatelji uče vrijedne lekcije i fascinantne lessons and fascinating facts about the world we live in. činjenice o svijetu u kojemu živimo. The series features 50 lovable characters and offers major merchandising potential. Serija donosi pedeset simpatičnih likova i nudi veliki trgovački potencijal. The TV series is accompanied by numerous product lines, from home entertainment TV seriju prate brojne linije proizvoda, od kućne zabave i knjiga do raznih trgovačkih and books to merchandising. The cute character VIPo has brand-name value and roba. Šarmantni lik Vipo ima vrijednost brenda u univerzalnom kontekstu. universal appeal. Show Exibitors 70
- 73. SHoW eXIBItORS Ultra link d.o.o. T: + 385 1 3701 457 Bosanska 1, HR-10000 Zagreb F: + 385 1 3701 457 Croatia E-mail: info@ultralink.hr Renata Brkić info@professor-balthazar.com CEO Website: www.professor-balthazar.com Based on the Assignment Agreement on the non-film distribution executed with the Temeljem ugovora o prijenosima prava za vanfilmsku distribuciju sklopljenima s ZAGREB FILM and authors of the animated series Professor Balthazar (the Work), Ustanovom Zagreb film i autorima serijala animiranog filma Professor Balthazar Ultra Link has been entitled to the non-film use of the intellectual property arising (Djelo), Ultra link je nositelj prava vanfilmskog iskorištavanja intelektualnog vlasništva from the Act including copyright, trademark, models, designs, namely integrity of all proizišlog iz djela uključujući pritom autorska prava na Djelu, žigove, uzorke, the characters and animated expressions that may be related to the stated Act. modele, odnosno ukupnost svih likova i animiranog izričaja koji bi se mogli povezati All the characters and other expressions arising from the Act are the basis for the s navedenim Djelom. Svi likovi i drugi izričaji koji proizlaze iz Djela predstavljaju commercial use of the stated intellectual property by producing the merchandise podlogu za komercijalno iskorištavanje navedenog intelektualnog vlasništva i to and/or providing the services with the fixed or incorporated portions of the stated proizvodnjom trgovačke robe i/ili pružanjem usluga s fiksiranim i ugrađenim intellectual property as well as the use of the characters in advertising materials dijelovima navedenog intelektualnog vlasništva kao i korištenje likova u and media marketing; Ultra link is authorized to enter into appropriate business promidžbenom materijalu i oglašavanju u medijima, te je Ultra link ovlašten sklapati agreements with the business partners in order to exploit the characters and odgovarajuće pravne poslove s poslovnim partnerima u pogledu iskorištavanja likova expressions of the Act and to label merchandise and/or services. i izričaja iz Djela, odnosno obilježavanja robe i/ili usluga. Ultra link gathers the specialists in the organization of the integral supply chain – Ultra link okuplja specijaliste u području upravljanja lancem dobave – od dizajna from sourcing and designing, to production and delivery – of the promotional and proizvoda, preko angažmana najboljih izvora proizvodnje, do konačne dobave – commercial products under the Professor Balthazar brand in the non-food segment. promotivnih i komercijalnih proizvoda pod valstitim brandovima klijenata ili pod brandom Profesor Baltazar u segmentu neprehrane. Professor Balthazar Profesor Baltazar Professor Balthazar is a pleasant scientist who always solves the problems of his Profesor Baltazar je simpatični zananstvenik koji probleme svojih sugrađana u fellow-citizens by means of hurly-burlytron machine. But really he solves the Baltazargradu rješava uz pomoć svoga čarobnoga stroja, maštom, pozitivnom problems by means of his imagination and a lot of positive energy. energijom i s puno dobre volje. Professor Balthazar loves nature, loves all living beings, he protects anybody he can, Profesor je ljubitelj priprode, zaštitinik svih živih bića, borac protiv zla, ekolog i he fights evil, he is an ecologist, he promotes tolerance, peace and love, he is funny, potpuno posvećen svojim svevremenskim idealima. on je promotor tolerancije, modest and unobtrusive, he is friendly and dedicated to what he is doing. mira, ljubavi i prijateljstva. ovo je kratka lista osobina protagonista serije crtanih This is a short list of the characteristics of the protagonist of the cartoon series filmova Profesor Baltazar koja je nastala u Zagrebu, Hrvatska, kao najuspješniji Professor Balthazar. The series has been animated in Zagreb, Croatia, and it has projekt Zagrebačke škole crtanog filma i angažiranih autora od kojih su mnogi i been the most successful product of the Zagreb School of Animation and its danas aktivni. authors, some of whom are active even today. Malo je likova u suvremenoj umjetnosti, kako likovnoj, tako i literarnoj, koji kao There are only a few characters in the contemporary art, both in visual arts as well Profesor Baltazar okupljaju sve generacije i prekrasno zatvaraju krug od roditelja as in literature, which like Professor Balthazar join generations and close the circle prema djeci i opet nazad prema roditelju. Baltazarske male drame sve imaju sretan from parents to children, and then go back together to parents. završetak i uče nas kako je zadovoljstvo u usrećivanju drugih. The Balthazarian little dramas all have a happy ending and there is always a lesson jednostavna radnja u umjetničkom animiranom formatu kojeg djeca obožavaju on how the happiness of others can cheer up all people. These magnificent stories, i sve to s pričom s uvijek sretnim krajem i pozitivnom porukom djeci – to su told with the help of beautiful colours and drawings, are always so positive and pedagoške i umjetničke vrijednosti ovog svevremenskog crtanog filma za djecu i resemble fairy tales. odrasle. Show Exibitors 71
- 74. SHoW eXIBItORS Creata d.o.o. T: +385 1 6608 733 A. Bauera 4, 10000 Zagreb F: +385 1 6608 737 Croatia E-mail: creata@creata.hr Goran Krnjak Managing Director Website: www.creata.hr Creata is youth-oriented brand consultancy which specialized in marketing techniques and creative solutions for today’s children and youth (young children, tweens and teens). Creata provides strategic insights & design solutions for brands that truly benefit the young & youth minded. We believe in creating financial success for our clients through responsible, insightful, and truly desirable products for children of all ages. One division of Creata is an exclusive distributor for highly valuable toy brands on SouthEastern Europe market: Clicstoys Belgium, FischerTechnik and FischerTips Germany, Russ U.S.A., Berg Nederland, Active People Switzerland, among others. Company is deeply involved in licensing and merchandising. We are focused on advancing licensing and merchandising through education and communication, information and collaboration, law and legislation in New Europe. Creata is the organizer and active participant in various events. With having vast knowledge about New Europe 400 million people markets, crucial understanding of licensing and merchandising industry and there core businesses and needs Creata has an excellent opportunity to focus on both agendas under one priority. Show Exibitors 72
- 75. Razgovor s Maura Regan, Sesame workshop www.sezameworkshop.org Z ovem se Maura Regan i Sjedinjenim Američkim Državama – mo dioničarima, nego samo starija sam potpredsjed- na ključnim međunarodnim tržišti- djeci. I to je ono što nas nica i generalna direk- ma: Ujedinjeno Kraljevstvo, japan, stvarno vodi. torica. Radimo kao dio Meksiko, Brazil i Australija su trži- Sesame Workshopa, šta na kojima smo dugo prisutni te P: Kako biste opisa- polazišta poznatog programa za za nas imaju posebnu vrijednost li poteškoće pri ulasku na djecu Ulice Sezam (Sesame Street). donoseći prihod našoj organizaci- tržišta? Imate li neke pri- Brend smo koji postoji više od 40 ji. Ali istovremeno smo u potrazi za jedloge kako poboljšati godina i sada smo prisutni u 140 novim tržištima. U poslovanju smo komunikaciju između licen- zemalja. Većina ljudi prepoznaje 40 godina. Na nova tržišta ulazimo ciranja na Istoku i Zapadu? brend bez obzira u kojem ste dije- s lokalnim partnerima, razvijamo lu svijeta. Tu sam sa svojom kole- kvalitetne i karakteristične sadrža- o: Vjerujemo u iskreni gicom Risom Greenbaum koja je je i zatim kreiramo televizijske pro- razgovor, u stvarno razu- pomoćna potpredsjednica našeg grame. mijevanje i identificiranje poslovanja u Zapadnoj Europi i na onoga što se događa. U brojnim drugim tržištima. Dakle, P: Ljudi su iznenađeni kada razumno i realno defini- mali smo tim koji radi veliki posao. shvate da je Sesame Workshop ranje uspjeha. Mnogi naši A isto tako sam i potpredsjednica zapravo neprofitna organizacija. partneri su s nama već 10, LIMA-e, krovne svjetske organiza- Možete li nam nešto reći o povije- 15 ili 20 godina. Imamo koje bi se od njih mogle izdvojiti cije industrije licenciranja. sti, o pozadini svega? partnere u emitiranju u Njemačkoj kao dobro za vas u ovom trenutku? više od 30 godina, u Meksiku 30 Ima li nekih tržišta u kojima vidite P: Koja su najvažnija tržišta za o: Naravno. Povijest počinje prije godina. Kamo god dođemo, dugo potencijal za razvoj? Ulicu Sezam? 40 godina na jednoj večeri s pri- ostajemo. Dakle, gradimo jaka, jateljima, kao što to često biva. U pametna i strateška partnerstva. U o: Sve je za nas dobro, jer je naš o: Svakako Sjedinjene Države. to vrijeme krize, ljudi su pričali o svakom odnosu ima uspona i pado- pristup specifičan. Drugačije gle- Prije svega, Ulica Sezam je obra- stanju u državi, o djeci. Bilo je to va, ali imamo uzajamno poštovanje damo na razvoj tržišta, što ovisi o zovna organizacija pa stvaramo u 60-ima, mnogo se toga događa- i razumijevanje za ono što je važno tome gdje smo u našoj strategi- obrazovne sadržaje. ono što Risa lo. Postojala je prava podjela izme- i do čega želimo doći. ja zago- ji rasta. Važno je uzeti u obzir i to Greenbaum i ja činimo diljem đu djece u gradovima, poput New varam rad s tvrtkama koje imaju gdje su pojedine zemlje u smislu svijeta su programi koji finan- Yorka, Chicaga, Los Angelesa, i razvijenu infrastrukturu u lokalnoj receptivnosti za plaćanje nakna- cijski podržavaju ono što radi- djece u predgrađima. Djeca u gra- zajednici, koje znaju kako uprav- da, to je samo pitanje vremena. mo kao neprofitna organizacija. dovima su obrazovno zaostajala. ljati razvojem itd. Financijska neo- Mislimo da će za neko vrijeme Svako tržište je važno za nas, bile Takva situacija je bila vrlo izazovna visnost tvrtke je vrlo važna, pa to Rusija davati više naknade - tamo to Sjedinjene države, bilo Hrvatska, i postavilo se pitanje što mi može- uzimamo u obzir prilikom izbora. radimo 10 godina. Imamo partne- gdje god da se nalaze djeca kojima mo učiniti. Na večeri je bio produ- Dakle, težimo raditi s tvrtkama koje ra i u Poljskoj koja je dobro trži- je potrebno obrazovanje. Prihode cent i naš osnivač koji je ustanovio su stvarno najbolje u klasi, koje šte za nas u pogledu emitiranja. od licenciranja ponajpri- da se zaista nešto može poduzeti. znaju kako stvoriti proizvod, kako Uglavnom, mislimo da će nam vri- je ostvarujemo - osim u Država New York nas je osno- ga prodati, ali također i naplatiti jeme pokazati potencijalna tržišta. vala kao obrazov- kako bi mogli platiti nama. Dakle, nu organizaciju, to je važno. Maloprodaja je iznimno P: I za kraj, kao potpredsjedni- pa je važno važna i na nju obračamo poseb- ca LIMA-e, recite nam nešto o pla- da budemo nu pozornost: u tome se isprepli- novima razvoja organizacije LIMA neprofitni, će poznavanje interesa naših trgo- u svijetu. jer ne vaca, ali i nas kao vlasnika licenci, odgo- također važno je obrazovati proda- o: Vrlo smo zadovoljni time što vara- vače da razumiju vrijednost onoga smo privukli toliko partnera iz cije- što nazivamo property, jer se npr. log svijeta, očito i vas. Cilj nam je mora vidjeti da postoji vrijednost dodatno ojačati kao organizaci- u likovima iz Ulice Sezam, poput ja, jer postoje sve pretpostavke da Elma. LIMA bude jedna i jedina globalna instanca za sve što bi imalo veze s P: od New Yorka i tržišta komercijalnim licenciranjem i trgo- Amerike do jugoistočne Europe, vinom (Trademark Licensing and Srednje i Istočne Europe, Rusije, Merchandising). 73
- 76. A POWERFUL PORTFOLIO OF COMPELLING BRANDS BB C 20 05 . © & o™ log G e ar Top In th eN ig h tG rd e a n™ & © R adgoll Worldwid Worldwide R a gd o l l Lt d . e s TM u bbi le t Te e Li mit ed 20 07 . . 09 20 C BB © l o go Film s Lt d & 9 St or Wish y En &© Doc t or W ho ter M t ai oT nm og en Pi gl tI y nc bl 20 ib W 09 . FOR EMEA/ASIA LICENSING: JaCkie Ferguson Head of International Licensing +44-208-433-2000 BBC Worldwide, Media Centre, MCG D6, 201 Wood Lane, London, UK, W12 7TQ jackie.ferguson@bbc.com 74
- 77. d. ite m Li e id ld w or W BC 7B 20 0 c. © ie s , I n ro ad c a s t i n g c o m p a n r ic a n B A me 0 07 ©2 Ch arl ie & ol L aT M &© L au re n Child 2 0 05. Life logo © B BC 20 0 ited. 9. B Lim B Cl id e og ld w o© or C BB W 19 C 9 6. BB by ed c ens . Li 0 09 Zing zill as logo © B BC 2 o r ld w id e L i m i t e d . LONE LY BC W PL A yB NE db 3rd Tw n se &B or ice dm .L i rd rk td yL a an ™ dl s Pt & og Li oT ion © t tl M& c at eA (c ) 20 P u b li ir p lan 09. Lonely Planet e 20 08. FOR GLOBAL LICENSING FOR UNITED KINGDOM: FOR THE AMERICAS: INQUIRIES PLEASE CONTACT: riChard hollis Carla peyton tom keeFer Head of UK Licensing SVP, Licensing - The Americas SVP Global Licensing +44-208-433-2000 +1-212-705-9395 +1-212-705-9300 richard.hollis@bbc.com carla.peyton@bbc.com tom.keefer@bbc.com 75
- 78. Razgovor s Carl Lumbardi, 20th Century Fox uspješni licencni program za vodećih 450 primatelja licenci evizijskim kućama sada osigurani Chipmunk. Prva dva filma su jako, (licensees) i velikih trgovačkih na svim ključnim tržištima. Pri- jako dobro prošla, ostvarila su mreža. kazuje se u Španjolskoj i Italiji na 300 milijuna na kino-blagajnama Povratna informacija, dakle, Fox kanalima, u Rusiji na TNT-u, širom svijeta. Alvin 3 izlazi u dolazi od ljudi koji zaista kupuju u Njemačkoj na RTL-u, te u Fran- prosincu 2011, svi smo vrlo naše proizvode. Uistinu je golema cuskoj na kanalu M6. Najvažnija uzbuđeni zbog toga. Moram reći prisutnost brenda (Simpsoni) koji stvar o Glee jest ta da je dogo- da nam je veliko zadovoljstvo što je mlad već 20 godina i ulazi u 22. vorena sezona 2 i 3. ocjene za smo partneri na projektu Diary of sezonu. sezonu 2 su veće u odnosu na the whippy kid – književnom djelu sezonu 1, tako da ostaje mnogo koje uvodimo na veliko filmsko Planiramo veliki property za materjala za nove gledatelje platno.. žensku publiku, upravo je u koji će pratiti nove nastavke u stadiju razvoja. Prije godinu dana SAD-u. U Velikoj Britaniji neće se Proizvod po kojem smo najpoznat- započeli smo s velikim brojem pokrenuti sezona 2 do sredine ijih u Europi je licencni program proizvoda i licenci za ženski siječnja, a ostala tržišta prikazi- za Ledeno doba. Četvrti nasta- program koristeći lik Marge i vati će sezonu 1 negdje u prvom Stariji sam potpredsjednik i direk- vak, Ledeno doba IV, lansira se u sekundarne ženske likovi kao što tromjesečju iduće godine. tor Fox potrošačkih proizvoda u srpnju 2012. su npr. Sestre Bouvier. Europskoj regiji. Naše sjedište je Svaki property je sjajna priča, jako smo usredotočeni na dolazak u Londonu, a radimo kroz mrežu ukupno gledajući imamo zaista Family Guy postaje veliki hit u u Zagreb, kako bi objasnili što agenata u različitim dijelovima veliku ‘zbirku’ licencnih programa, srednjoj Europi, ne samo u Velikoj mi radimo u regiji. Imali smo Europe. Također imamo mrežu veliki Fox album Britaniji. Isto tako imamo vrlo velike uspjehe sa Simpsonima u agenata na istočnoeuropskom s bogatom smiješne likove Stew- Češkoj, dobar je primjer i Rusija tržištu, prioritetno je to Kids ieja i Petera koji su s Ledenim dobom 3. Želimo se Entertainment EEMC s njihovim su-karakteri proiz- proširiti kroz cijelo područje Nove uredima. voda koji je vrlo Evrope uz prvenstvenu potporu Fox Consumer Product je odjel prodoran na licencne agencije Kids Entertain- za licenciranje i trgovinu koji tržištu Velike ment EEMC. obuhvaća cjelokupnu Fox televiz- Britanije. ijsku i filmsku mrežu. Dakle, mi P: Dakle, vi se bavite svoj licenc- smo odgovorni za prodaju i mar- Zatim, fenomen nim programom za Novu Europu keting intelektualnog vlasništva Glee, koji je pokre- koristeći agenta? Možete li nam naše kompanije koje proizlazi iz nut u SAD-u prošle objasniti kako djeluje ta suradnja? sadržaja televizijskih programa godine. on je najprije i filmova, a za koje su zainter- stigao u Veliku Britaniju, o: odnos koji imamo s Kids esirane različite industrije - od na početku ove godine. Najbolja Entertainment EELC traje već dugi odjeće do igračaka, raznovrsne baštinom, sve velike produkcije. vijest jest ta da su dogovori s tel- niz godina, a zadnjih je godina ta elektronike... sve u svakoj kate- jedan od razloga sudjelovanja goriji proizvoda. Naši najvažniji Twentieth Century Fox - Con- brandovi su filmske franšize, koje sumer Products na licensing predvodi Avatar, film koji je po eventu u Zagrebu jest naša želja rezultatima na kino blagajnama da se povežemo, da nastavimo apsolutni broj 1. svih vremena. Za graditi naše filmske brandove u Avatar smo isplanirali dugoročnu ovom dijelu svijeta, da steknemo strategiju licenciranja, još prije no daljnji uvid kako i s kim to što izađu drugi i treći nastavak, na možemo ponajprije na rastućem što se sam autor james Cameron istočnoeuropskom tržištu. ovdje obvezao. smo postigli veliki uspjeh, pose- bice u Rusiji. Slijedeći važan naslov je Rio, Što se televizije tiče, fokusiramo najnoviji animirani film iz Blue se na naš stvarno cool property Sky Studija, kojega lansiramo na – The Simpsons – koji je upravo proljeće, u travnju 2011. proglašen br.1 licencom svih Zatim imamo jedan veliki i vremena prema odabiru kolega: 76
- 79. suradnja postajala svebliskija. ljudi vide Istočnu Europu kao o: Zanimljivo pitanje. Da me netko nešto što zaostaje. No, mogu reći Važnost agencija jest u pos- ovo upitao prije 3 ili 4 godina kako se ovdje često nađu odlični jedovanju lokalnog osoblja i bilo bi velikih razlika. No sada proizvodi. znanja na svom području. Mi postoje velike prilike za rast u imamo sjedište od 12 ljudi u istočnoeuropskom području. Moje Mislim da će tržište rasti, jer Londonu koji se bave brend je mišljenje kako su potrošači postaje sofisticiranije. menadžmentom, maloprodajom, jednaki u cijelom svijetu. Svi žele marketingom proizvoda i proda- proizvode povezane s televiz- Svaki put kad dođem u Istočnu jom za Veliku Britaniju. No bilo da ijiskim emisijama i filmovima koje Europu, trgovci su različiti, ali i bez filma. Što se televizijskog emitiranja tiče, važno je raditi s dobrim partnerom. • P: Što ćete predstaviti u Zagrebu na Licensing New Europe? Mi ćemo raditi s agencijom Kids Entartainment EEMC, usredotočiti se na brandove za koje osjećamo da su relevantni za tržište. Primjer je Ledeno doba 4, Alvin 3 i Rio. Govoriti ćemo o licencnom programu Avatar, a posebice gledamo Simpsone kao središnji televizijski brend, uz Glee koji je hit. P: Kakva su Vaša očekivanja? o: Izazvani smo tržištima Istočne Europe. Možemo naići na iznenađujući interes za neki brend. Možda će se netko zanimati za Avatar 2 i 3, Glee bi je riječ o Finskoj ili južnoafričkoj vole. Naš je posao donošenje tih oni su jednako jaki na svom mogao postati hit, ovisno o tome regiji, mi imamo odnose s emisija i filmova na tržište. ‘lokalnom’ tržištu kao što su kada ga preuzmu televizijske agentima koji omogućuju potporu to trgovci u zapadnoeuropskim mreže, možda Simpsoni. i lokalni business inteligence. Pravu sam razliku vidio do tržištima. Tako da nemam očekivanja Prodaja funkcionira na terenu tako sada samo u postojanju lokalne specifično za neki od FoX proiz- da donosi dogovore s klijentima konkurencije, dakle nadmetanja s P: Korelacija između prikazivanja voda, jednostavo mislim da će biti trgovcima, na način da zapravo lokalnim brendovima koji su jaki filma, emitiranja na televiziji i li- iznenađenja, stvari koje se mogu možemo razvijati naše poslovanje na tržištu zbog povijesnih razloga. cencnog programa u trgovinama? dogoditi. Najvažnija prilika koju na tim mjestima. sada imamo jest vidjeti i upoznati Druga veća razlika jest razlika o: Uvijek vam je potrebna ljude koji čine posao. Trgovci će Malo i putujemo, ali nam je između proizvoda u Češkoj Re- medijska pažnja usmjerena na biti svjesni onoga što imamo. potrebna lokalna prisutnost, ona publici, u usporedbi s proizvodom proizvod. Ice Age franšiza jest Ključni proizvođači možda još ne koja bi nam dojavila gdje su dobre iste licence u npr. Francuskoj. odličan primjer uspjeha. Likovi znaju što mi imamo za ponuditi, te prilike. Postoje regionalne razlike, ali to je poput Sida, Diega i Manny-ja sada ćemo vrlo rado porazgovarati sa svejedno dobar proizvod. su dobro poznati, ne samo zato svakim od zainteresiranih i uputiti Proizvod kojeg smo proizveli s što je film bio uspješan, već zato ih u kvalitete svakog od brendova P: Kako biste opisali razlike X5 u Rusiji iz visoke je klase. Kad što je marketing kroz medije bio i pripadajućih licencnih programa. između zapadnih dijelova svijeta i sam posjetio dućan, u trgovini je toliko dobro odrađen u tisku da naše regije? prikaz bio odličan. Mislim kako proizvod potrošači prepoznaju 77
- 80. LE TTER N EWS OW REE N F C RIBE S UBS www.brand-licensing.com With www.brand-licensing.com BRANDORA designed a business informationplatform especially for the demands of licensing professionals. Details on more than 1,000 properties, their owners, agents, licensees and their particular products are easily accessible and virtually just a click away. What is more, the Licensing Bulletin is an independent, free-of-charge newsletter that regularly provides more than 7,000 licensees, licensors and retail partners from the licensing and toy market with national and international news on licensing and brand extensions. Countless business professionals and key market playes consider the Licensing Bulletin to be an absolute "must read". BRANDORA GmbH Zeithstraße 119 - 53819 Neunkirchen-Seelscheid, Germany Fon: +49 (0)2247 9698071 E-Mail: licensing@brandora.de Internet: www.brand-liensing.com (Licensing International) www.lizenzbranche.de (Licensing German) www.brandora.de (Toys & Brands) Contact us at the Licensing New Europe Mobile: +49 170 8411202 78
- 81. WHAT YOU NEE D TO K N OW BEFORE YOU G E T S TA RT E D A FRE E R E P O RT F R O M : © 2009 Licensing Brands, Inc. All Rights Reserved. INTRODUCTION TO BRA N D L I C E N S I N G 1 79
- 82. AN IN TRODUCTION TO B R AND LICENSING An easy way to get started on the topic of Brand Licensing is to break the subject into its two component parts – brand and licensing. Let’s start with the latter part rst. What is licensing? Licensing means nothing more than the renting or leasing of an intangible asset. An example of intangible assets includes a song (Somewhere Over The Rainbow), a character (Donald Duck), a name (Michael Jordan) or a brand (The Ritz-Carlton). An arrangement to license a brand requires a licensing agreement. A licensing agreement authorizes a company which markets a product or service (a licensee) to lease or rent a brand from a brand owner who operates a licens- ing program (a licensor). Before we move any further, let’s discuss what we mean when we use the term brand. WHAT IS A BRAND? According to Philip Kotler and Gary Armstrong a brand is dened as “a name, term, sign symbol or combination of these, that identies the maker or seller of the product” or service. The brand or its legal term, trademark, afxed to the product helps the consumer understand where it was manufactured or produced. In essence, a trademark simply states “I made this”. From the brand owner’s perspective, it distinguishes the products or services from those of its competitors. Consumers, in turn, can be assured the product they are purchasing is exactly what they want. Based on its reputation, a brand will convey a level of quality, reliability and durability. WHY D O COMPANIES BR AND THEIR PRODUCTS? The primary reason companies choose to brand their products is to differentiate them from their competitors’ products. For example, most consumers have no problem differentiating a Coke from a Pepsi. By giving their products a brand, a company or brand owner can begin to com- municate with their consumers regarding the attributes of their products. Over time, a consumer can rely on the brand to connote not only a product’s value but also its reputation. If a consumer likes what a brand represents and they have purchased it before, there is a higher likelihood they will choose the brand of their preference over a competitor. In fact, consumers will often pur- chase a brand for the rst time if it has a strong reputation or if it is used by friends or celebrities. Brands also lead consumers to develop certain expectations of products. The longer they experi- ence predictable, consistent quality and performance, the more they will expect any new products sold under the same brand to have the same. The brand, therefore, adds value to these products. For example, customers expect new products sold under the BMW brand to be of the same qual- ity as an existing BMW. Consumers will associate a brand with a certain price level and standard © 2009 Licensing Brands, Inc. All Rights Reserved. I N T R O D U C T I O N TO B R A ND LICENSING 1 80
- 83. of performance. Ifwe look at two distinct watch brands: Rolex and Timex, one is associated with a high price and high performance and the other with value through a low price and durability. These same attributes can also be of benet to businesses. Many companies as well as consum- ers look to UPS for their shipping needs because Brown has developed the reputation of actually adding value to an organization through its understanding of its customers’ needs and its consis- tent reliability. When consumers and businesses get into the habit of buying certain brands, they automatically buy them again. This reduces the amount of time and promotion needed to make future sales, and it results in brand loyalty. According to Philip Kotler, brand loyalty, in marketing, consists of a “consumer’s commitment to repurchase or otherwise continue using the brand” and can be dem- onstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. Brands usually pass through successive stages of brand loyalty, which is the customers’ allegiance to a particular brand. The stronger the brand loyalty, the higher the value of the brand and the greater revenue it will drive for its owner. W H Y DO COMPANIES LI CENSE THEIR BRANDS? As we said above, a licensing agreement authorizes a company which markets a product or ser- vice (a licensee) to lease or rent a brand from a brand owner who operates a licensing program (a licensor). Companies who know their brands well have a good understanding of the equity of the brand. A brand’s equity is derived from the awareness and image a brand holds with its consumers. Licensing enables companies whose brands have high preference to unlock a brand’s latent value and satisfy pent up demand that exists. After Apple launched the iPod a number of years ago, it created an immediate need for accessories; Apple could have chosen to manufacture and distribute these themselves, but decided they were not core to the business and therefore, chose to satisfy the need through licensing. Licensing the iPod brand enabled many companies to pro- duce all kinds of terric products to make the iPod more user-friendly and enhance the listening experience. Examples include the Bose Sound System with iPod docking station, other products that enable an iPod to be heard through a vehicle’s built-in stereo and iPod holding devices that allow users “to take their music with them” when they go running. All these accessories are sold by licensees. Apart from benets to licensors, there are benets to licensees as well. Licensees lease the rights to a certain property for incorporation into their merchandise, but traditionally they do not share ownership in it. Having access to major national and global brands, and the logos and trade- © 2009 Licensing Brands, Inc. All Rights Reserved. INTRODUCTION TO BRAN D L I C E N S I N G 2 81
- 84. marks associated withthose brands, gives the licensee signicant benets they previously did not possess. The most important of these is the marketing power the brand brings to the licensee’s products. Building a brand from scratch can take years, millions of dollars and a lot of luck. The company which licenses a brand gains immediate access to all the positive brand and im- age building that went before it. The licensee also takes with them the reputation of the licensor. Often this “halo” effect can translate into many intangible and immeasurable benets such as returned calls, an agreement to meet, or simply the benet of the doubt. USING L ICENSING TO E N T E R N E W C AT E G O R I E S Often brand managers will enter or extend their brands into new product categories to drive stra- tegic growth for the company. For example, Crest several years ago extended its brand from toothpaste into whitening (Crest Whitestrips). Before, Procter & Gamble (P&G), the owner of the Crest brand launched Crest Whitestrips, they conducted research to understand if the brand had permission to enter into the retail whitening category, long held by established brands such as Rembrandt and Aquafresh. P&G wanted to nd out if consumers would expect Crest to offer a whitening product and if so, based on the preference for the Crest brand, purchase this new product. As we know Crest Whit- estrips have performed well since their launch in the market and have achieved high rankings and advocacy ratings. While P&G decided to source the product overseas and distribute globally, they could have chosen to manufacturer it themselves and distribute or enter the market through licensing. In the case of P&G’s Mr. Clean brand, P&G discovered that consumers expected them to sell cleaning accessories under the Mr. Clean brand. In this case, P&G decided to enter the market by licensing the category to Magla, a company that already had expertise and presence in this category. The diagram below illustrates the different stages that are a part of the Licensed Product Process Flow: © 2009 Licensing Brands, Inc. All Rights Reserved. INTRODUCTION TO BR A N D L I C E N S I N G 3 82
- 85. WHAT ARE THEEXPECTAT I ONS OF LICENSORS AND LICENSEES? Licensors expect that the licensee will be committed to investing in the category they license. This means they will work hard to understand the essence of the brand and develop their licensed product in a way that captures that essence. In other words, the licensed products should con- nect with the consumer both functionally and emotionally. If the licensee does this, the products they develop will normally be approved without delay or difculty. To achieve this takes time and money. So while both parties want to commercialize the category as soon as possible, the licensor will expect the licensee to start with building the brand into the product rst. The licen- sor will also expect the licensee to be familiar with the contract and to meet the obligations of the contract. That is why it is important for the licensee to ensure all employees in the licensee’s organization working on the license are familiar with its contractual obligations. For example, when a product becomes approved, the licensor will expect the licensee to commercialize the licensed product expeditiously in each of the authorized channels. Finally, the licensor will ex- pect the licensee to meet or exceed the projected sales targets for the category as outlined in the contract. When all of these things happen, the result can truly be award winning products that meet or exceed annual sales and royalty projections. Licensees, in turn, expect that the license they have acquired will provide them with sales growth, and rightfully so. This sales growth may be in the form of growth within existing chan- nels or the opportunity to enter a new channel or new market. To accomplish this objective, licensees expect that the brand they are licensing is as strong or stronger than they believe or have been told, that it will open doors and ultimately help them meet or exceed their business objectives. Moreover, licensees expect that the licensor or their agents will run a simple, straight forward licensing program that will not administratively tax their organization. Finally, they expect that the licensor will approach the licensing relationship with a win-win attitude that will allow them to move quickly to take advantage of opportunities that present themselves. Because licensing contracts obligate the licensee to sales targets and royalties, the licensee’s goal will be to quickly achieve sales of licensed product to meet these requirements. © 2009 Licensing Brands, Inc. All Rights Reserved. I N T R O D U C T I O N TO B R A N D L I C E N S I N G 4 83
- 86. R OYA LTY A N D PAY M E N T F L OW Royalty is the monies that are paid to a licensor by the licensee for the right to use the licensed property. It is calculated by multiplying the Royalty Rate by the Net Sales. Below is an example of how the royalty payments would ow from the retailer to the licensee and ultimately to the licensor. The example assumes a 10% royalty rate. Want to learn more about Brand Licensing? Want to determine whether your prod - - plex licensing contracts and how to negotiate them before you agree to a royalty rate or other contract terms that could end up costing you later? Learn all this and more by visiting our Products page. © 2009 Licensing Brands, Inc. All Rights Reserved. I N T R O D U C T I O N TO B R A N D L I C E N S I N G 5 84
- 87. DEFINITIoNS & GLoSSARY OF teRMINOLOGY WHAT ARE THE DIFFERENT PROPERTY TYPES OR Net Sales: Amount to which royalties are applied. Usually is the wholesale DIFFERENT CATEGORIES OF LICENSING? price to retailers, less certain allowable deductions. Term: Duration of a licensing agreement. Varies, but commonly two to three According to EPM, publishers of The Licensing Letter, the following were listed years for entertainment properties, longer for fashion and corporate trade- as property types (Additionally, there are eleven licensing “property types.”) marks. Sell-off period: A specified period of time after the termination of a licensing Art: original art and designs. Examples would be Norman Rockwell, Thomas agreement during which licensees have the opportunity to dispose of excess Kincade, Picasso, and Mary Engelbreit. inventories of licensed merchandise on a non-exclusive basis. After the sell-off Character/Entertainment: Characters who are best known from entertainment, period, the licensee is not allowed to let merchandise reach the market. publishing and toys. Examples would include the Looney Tunes characters, The Simpsons, Sesame Street characters, Star Wars, Winnie the Pooh, Spiderman, More terms used within the licensing industry. Batman, and hundreds of others. Celebrity / Estates: Examples include Albert Einstein, Elvis, james Dean, Agent: A company or individual that handles the licensing rights on behalf of Marilyn Monroe, and the Three Stooges. a licensor. A typical contract with an agent may run for 3 to 5 years covering Collegiate: Schools who license their names to manufacturers. Examples are either single or multiple territories. Notre Dame, UCLA, Harvard, and hundreds of other NCAA schools, and the Brand Extension: Taking the core equities and name of a branded product and various Bowl games and athletic conferences. transfering them to a different product in the same market sector. Fashion: Licenses from the world of design and fashion. Examples are Calvin Copyright: The right to copy or reproduce. originally set up to protect the copy- Klein, Ralph Lauren, FUBU, Tommy Hilfiger, and many others. ing of literacy, dramatic, musical or artistic work, copyright concerns protecting Music: Elvis, jessica Simpson, Tim McGraw, the Beatles, and dozens of other the expression of an idea, rather than the idea itself. Normally lies with the artists from a wide range of music and performers. creator of the work. Non-profit: Examples would be American Red Cross, ASPCA, National Audubon Counterfeit: ‘Fake’ products or services that replicate or mimick the originals Society, American Heart Association, and the World Wildlife Fund. in design and look. Publishing: Examples would be Good Housekeeping, Playboy, Sports Illustrat- Distribution channel: the types of sales outlets or avenues through which the ed, Popular Mechanics, Hot Rod Magazine, Seventeen, Teen, and Rolling Stone. licensed product or service will be sold. They may include retail outlets such Sports (leagues, individuals): Leagues including the NBA, NFL,NHL and MLB. as department or specialist stores, tv or on-line shopping networks, third party Individual athletes would include Shaq, Arnold Palmer, Tiger Woods, George advisors or associated groups and direct response mechanisms such as direct foreman, and Lance Armstrong. Also, NASCAR, WWE, Wimbledon, and the Indy mail or catalogues. 500 would fall into this category. Infringement: Usually the breach or contravention of an entity’s rights. This Toys & Games: Barbie, G.I. joe, Hot Wheels, and Bratz, among many others. may include counterfeit products, unauthorised usage or reproduction of Trademarks / Brands: Examples of this type would be Samsonite, jeep, Harley properties. Davidson, Anheuser-Busch, McDonald’s, Coca Cola, Ford Motors, Pillsbury, Licensee: The manufacturer or distributor of a product or service that has General Motors family of products and many others. purchased use of a license to sell products to retailers. Major retailers can also be licensees as they often sign license agreements directly with licensors. The important thing to remember is that regardless of the licenses you select Licensed product: A product that incorporates a licensed property. to apply to your product, treat them as an important part of your marketing Licensed territory: The geographic region in which the license can be used. plan. By that we mean that the success of licensing is directly proportionate to the amount of work and the quality of the preparation that you put into the Licensor: The owner of the licensed property or brand. E.g. Bugs Bunny is project. owned by Warner Bros, so Warner Bros is the licensor of Bugs Bunny. Product liability insurance: Insurance against prosecution in the event of the According to The Licensing Letter, the business is divided into eighteen “prod- misperformance and subsequent damages caused by the use of a product. uct categories.” Some examples of product categories are: apparel; domestics; Property (or Intellectual Property): The term for the brands or items that are li- electronics; food beverage; home furnishings; health and beauty; house wares; censed. These may be in the form of a brand name or logo, likeness, character, Definitions & Glossary of Terminology publishing; sporting goods; and toys and games. artwork, design, sporting or other event, personality or phrase. Point of sale material: Promotional or other literature and communication tools LICENSING SEEMS TO HAVE ITS OWN UNIQUE LANGUAGE. WHAT ARE SOME in or around the retail outlet or environment. OF THE KEY ELEMENTS OF A LICENSING AGREEMENT? Qualitative research: A type of research that involves seeking in depth information about a subject, often looking at attitudes, perceptions and usage In Karen Raugust’s book, The Licensing Business Handbook, the following behaviour. Normally conducted with small groups of people. concise definitions were given: Quantitative research: A type of research that seeks to quantify (support with numbers) opinions, assumptions or behaviour. Methodologies may include Advance: Part of the payment required for a license, usually due upon contract questionnaires, telephone or other polls. signing. Most often, it is a portion of the guarantee rather than an additional Retailer: The organisation or outlet that sells the product or service to the payment. trade or end consumer. Guarantee: A minimum royalty payment, usually based on expected sales. Ac- Royalty: The remuneration paid by the licensee to the licensor for use of the tual royalty payments accrue against the guarantee amount: Whatever remains licensed property. Normally in the format of an agreed percentage on sales and of the guarantee after total royalties are tallied is due at the end of the contract payable quarterly. period. If royalties exceed the minimum guarantee, no further money is owed. Sub licensee: Additonal licensee(manufacturer/supplier)appointed by the Royalty: The basic form of payment in a licensing agreement; usually a per- principal licensee. centage of the net sales price of each unit sold. Support companies: organisations or individuals that provide services to the Royalty Reporting: The act of providing licensors with accurate and detailed licensing industry, which may include: lawyers, accountants, promotions agen- information on sales results and royalties due over a period of time. cies, designers and consultants. Licensing fee: 1) A flat fee required as payment for use of a license. An alterna- tive to a royalty, generally for promotional or advertising uses rather than retail Trademark: “any sign capable of being represented graphically, which is capa- products. 2) Sometimes used in reference to the guarantee. ble of distinguishing goods or services of one undertaking from another”. 85
- 88. WHAT IS NeW eUROPe The term “New Europe” begs a definition. For most people it signifies a new “New Europe, as the title suggests, is about the vigour and vitality of that half order of Europe - a Europe without the Iron Curtain, without economic barri- of Europe which has, for most of my lifetime been seen as grey, secretive and ers, without intellectual barriers. But… unwelcoming. 1 - New Europe is a rhetorical term used by conservative political analysts in I am happy to report that almost everywhere we went in the 20 countries of the United States to describe European post-Communist era countries. our journey, there was evidence that people were pleased to see us, anxious to talk to us and full of stories to tell.” 2 - New Europe is a term used for the twelve new members of the European UK BBC 2007, US Travel Channel 2008 Union that joined the Community in May 2004 and january 2007. The boundaries of New Europe, therefore, are subject to considerable overlap 3 - Very often, New Europe became sinonym for Eastern Europe. Eastern Eu- and fluctuation depending on the context in which they are used, which makes rope as defined by the United Nations Statistics Division, includes the countries differentiation difficult. Global regions are often of social constructs defined by of Bulgaria, Czech Republic, Hungary, Poland, Romania, Russian Federation abstract, neutral criteria and not necessarily strict physical features. and Slovakia as well as the Slavic republics of Belarus, Moldova and Ukraine. For our licensing and merchandising industry event New Europe is Central and In some sources, Eastern Europe is defined as the nations bordered by the Eastern Europe, South-East Europe and CIS region + some neighbourhood Baltic and Barents seas on the north; the Adriatic, Black, and Caspian seas countries. and the Caucasus Mountains on the south; and the Ural Mountains. Using this definition, the nations of Albania, Bosnia and Herzegovina, Croatia, Serbia and We can talk about New Licensing Europe: Montenegro (formerly Yugoslavia), which the UNSD categorizes as Southern Albania, Austria, Azerbaijan, Armenia, Belarus, Bosnia and Herzegovina, Europe, would be included. This definition also includes the Baltic republics of Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Georgia, Greece, Hungary, Estonia, Latvia, and Lithuania, considered by the UN as Northern Europe. The Israel, Kazakhstan, Kyrgyzstan, Latvia, Lebanon, Lithuania, Malta, Macedonia, Transcaucasian countries of Armenia, Azerbaijan, and Georgia are included in Moldova, Montenegro, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, this definition, though they are defined by the UN as western Asia. Turkey, Tajikistan, Turkmenistan, Ukraine, Uzbekistan Licensing and merchandising in the New Europe: The Spirit of Co-operation What is New Europe The term “Eastern Europe” is often used to refer to all European countries that were previously ruled by communist regimes (the Eastern Bloc), due to the For the first time, licensing and merchanddising industry gathers all kind of concept of the “Iron Curtain” separating Western Europe and Soviet-controlled professionals from Central and Eastern Europe, South-East Europe and CIS Eastern Europe throughout the period of the Cold War. Prior to German reunifi- region. Participants will have an excellent opportunity to communicate with cation, East Germany was often described as an Eastern European country. each other and go through all critical issues and questions. The “What works in Developed licensing world should work in New Europe too” premise will 4 - Michael Palin explores a New Europe: In his latest television series be closely looked at. Unified business model often pushed by larger licensing Michael Palin has travelled throughout Eastern Europe to explore how the and merchandising industry players is not always the best strategy to choose. region and its people have developed since the fall of the Berlin Wall almost Regional and cultural differences along with non-uniform legal conditions of two decades ago. CEE, SEE and CIS region may create a need for specific market approach. 86
- 89. TLL NOV. 11 -13, 2010 SPECIAL EDITION THE LICENSING NEW EUROPE LICENSING LETTER T H E D E F I N I T I V E S O U R C E F O R D ATA , A N A LY S I S , N E W S A N D C O N TA C T S S I N C E 1 9 7 7 Global Sales Of Licensed Merchandise At $150 Billion; Russia, Poland Are Half Of Central/Eastern Europe Business Retail sales of licensed merchandise world- wide totaled $149.77 billion in 2009, down 10.8% recently healthy economies, with malls sprout- ing up even in the Amazon region), Russia (lots Inside from 2008, according to THE LICENSING LETTER’s of promise, very difficult to navigate), India and This Issue just-released International Licensing: A Status China (both expanding, albeit slowly, and com- Multinational Report. (Dollar figures in this report are plicated by political systems that are often not Retailers Expanding.....2 expressed in 2009 U.S. dollars.) trade-friendly). The U.S. continues to dominate the global A decade ago Eastern Europe and Southeast Developing Child Apps ...............................2 licensing marketplace, accounting for almost Asia were seen as the dominant growth oppor- 62% of retail sales — down from 67% when we tunities. These areas have not developed as Number Of Stores, first started reporting worldwide data in 1995. quickly as hoped. Why? Economic doldrums and By Country ....................3 Western Europe is second, at 22%, and Asia, undeveloped retail and manufacturing infra- Properties Available including China, India and Japan, is third at 12%. structures have stymied growth in Eastern For Licensing ................5 Central and Eastern Europe accounted for Europe. Meanwhile, Southeast Asia is extremely $430 million in retail sales of licensed merchan- fragmented, with few economies of scale to be International dise last year, led by Russia ($140 million), found. Licenses Assigned And Granted ..................7 Poland ($90 million), and Hungary and the Czech That said, the Middle East and Africa, while Republic ($60 million each). tiny markets from a licensing perspective, are Disney Products Beyond the numbers, here are some of the showing growth for some licensors. Growth ...........................9 trends emerging from International Licensing: A Direct-To-Retail. DTR has been more common Contacts Status Report, which includes sales data by prop- in Europe and Japan than in the U.S. until rela- & Connections............10 erty type and product category for 44 countries, Continued on page 4 plus an analysis of retail and media infrastruc- Movie Studio Licensing.....................12 ture in each territory: The Economy. The down global economy, of AUGMENTED REALITY course, is the challenge confronting everyone, Assessing The Prospects For first in the U.S., and now in Europe and else- Licensed Toys, Books & Games in short where. In addition, what currency your licensing agreements are in can be cause for celebration With the number of 3-D movies increasing rap- At Carrefour in Paris, idly, and with the consumer electronics industry Cars sandals for one year and have a severe negative impact on children are €7 .90; your bottom line the next. trying to push 3-D into the home, what are the equivalent Carrefour Property Balance. Globally, fashion dominates prospects for licensed 3-D toys, books, card store brand sandals the world licensing stage, accounting for 23% of games and other products incorporating the are €5. retail sales of licensed merchandise worldwide. technology known as Augmented Reality (AR)? Trademark/brand licensing, which includes AR involves a product such as a card or toy food, automotive, and other large sectors, is sec- connected to a webcam that allows an image to ond at 21%; and entertainment/character is third be viewed in 3-D form on a monitor. At this stage, at 18%. However, there are significant differences AR offers more promise than actual product, but by territory, with entertainment/character dom- some speculate that it will transform the toy inating in emerging markets and in Asia, while industry in particular — perhaps with 3-D tie-ins corporate trademark licensing is the largest sec- to heavily licensed 3-D movies. tor in the U.S./Canada. Comparative data by ter- Certainly AR is novel and exciting, but others © 2010 EPM Communications, ritory is available in the full report. question whether it will have a run beyond the Inc. All rights reserved. May not be reproduced in New Markets. The primary interest is in the novelty factor. whole or in part without so-called BRIC countries — Brazil (one of the few Continued on page 4 consent of the publisher. 87
- 90. Special Edition LicensingNew Europe Multinational Retailers Are national retailer, it is expanding slowly and care- fully, with only nine stores in Italy, and two in Growing In Emerging Markets Japan. Latin America, South America, the Middle Rapid expansion without a solid logistics East and Asia are providing growth opportuni- infrastructure can spell doom. Remember, even ties for multinational retailers and the vendors Walmart couldn’t make it happen in Germany or that sell to them (see accompanying chart P. 3). South Korea, and the world’s most successful Carrefour for instance, grew from 112 to 134 retailer was smart enough to hedge its bets and stores in China last year alone, and expanded withdraw from both countries when its model from 48 to 59 stores in Taiwan. Tesco has also just didn’t work there. been on a rapid growth track in Asia, growing Walmart, in fact, has been closing underper- from 137 to 242 stores in South Korea alone as of forming stores, including 7 units in Chile and 13 last year, and from 56 to 70 stores in China. in Mexico. Retail Opportunities Overall, the international market for licensed merchandise is still undertapped. While some larger entertainment companies such as Disney Chorion, Sesame, HIT have a well-developed global licensing strategy, Developing Child Apps there is still room for growth. Parents can be seen handing their phones off For example, for Disney, about half of its to their pre-school-aged children to keep them licensing business is generated outside the U.S.; entertained at restaurants, doctors’ offices, or on at Warner Bros., the figure is closer to 60%. mass transit. Some parents “who always upgrade Jordan Sollitto, of Warner Bros. Consumer to the latest iPhone are giving their old model to Products, sees tremendous growth and growth their kids,” says Chorion’s Steve Cipolla. potential in some markets; licensed merchandise Chorion, HIT, Sesame Workshop and other sales in Brazil, for instance, are on a growth children’s property owners are developing apps TLL THE LICENSING LETTER Executive Editor curve, sure to be spurred in the next few years by the Olympics and 2014 World Cup there. “The growth rate in 2010 in Brazil is projected at 5% — to appeal to those kids (and their parents). Chorion launched its first Olivia app, “Olivia Paints,” in June 2010 and it became a top-selling Emily Scardino infinitely higher than developed Western coun- product in the Apple store — No. 1 in kids’ apps 212-941-1633, x19 tries,” says Sollitto. at its launch, and around top 20 in the store. escardino@epmcom.com Category Matters “Olivia the Great,” a magic game app, is in devel- Publisher opment. The bad news is that it is still unclear when Ira Mayer HIT sold around 70,000 copies of its Thomas 212-941-1633, x27 demand will start driving results specifically for The Tank Engine app between its April launch imayer@epmcom.com licensed product. Tesco and Carrefour sell a and June, according to HIT’s Pam Westerman. large amount of food products, so unless you are Special Projects Editor Though pricier and likely to stay firmly in the a Disney or a Warner Bros. with a huge consum- Karen Raugust hands of adults for the moment, the iPad has lots kbraugust@yahoo.com ables deal such as Disney’s at Tesco, you may be of preschool potential as well, especially for the out of luck. Chief Operating Officer eBooks that Disney and Sesame Workshop Some of the categories more traditionally Riva Bennett brought out in recent months. 212-941-1633, x28 favorable to international licensing, such as toys, “We have book-based applications available riva@epmcom.com apparel or home goods, are at retailers experi- for the iPhone that work with a scrolling motion; encing less rapid growth. In 2009, Toys R Us VP Marketing we have developed 10 book-based apps to date, pulled completely out of its franchise in the Michele Khan another iteration of the classic books in digital 212-941-1633, x21 Netherlands: it had 17 stores in the relatively form,” says Sesame’s Scott Chambers. mkhan@epmcom.com small country the prior year. The Sesame Street eBooks are offered via a Though Swedish specialist Hennes & Mauritz Circulation Manager free platform for now, though it will ultimately (better known as H&M), which sells licensed Loretta Netzer coexist with a separate subscription-based serv- 212-941-1633, x17 product including Snoopy socks, is a multi ice with more than 120 titles. lnetzer@epmcom.com THE LICENSING LETTER (ISSN: 8755-6235) is published 22 times a year by EPM Communications, Inc. Subscription: $467 per year/$527 outside North America. For site licenses, bulk discounts and reprint services, please contact Riva Bennett at 212-941-1633, x 28. A member of EPM will pay $5,000 for evidence of illegal photocopying, and/or electronic or fax distribution of this newsletter that leads to a successful resolution of a claim. Confidentiality is assured. Please contact Ira Mayer at 212-941-1633, x27. EPM Communications, Inc. 19 West 21st St., #303, NY 10010; Phone: 212-941-0099; Fax: 212-941-1622 2 TLL THE LICENSING LETTER w w w. e p m c o m . c o m 88
- 91. November 11-13, 2010 STORES, BY COUNTRY, SELECTED MULTINATIONAL RETAILERS AUCHAN (Hypermarkets CARREFOUR (Hypermarkets HENNES & MAURITZ TESCO (All formats, TOYS R US WAL-MART (All Formats, ZARA (All Formats, only, April 2009) only, December 2009) (November 2009) February 2010) (March 2010) (January 2010) (January 2010) NORTH AMERICA U.S..................................169 U.S..................................115 U.S..................................842 U.S................................4258 U.S....................................48 Canada.............................43 Canada.............................67 Canada...........................318 Canada.............................14 Puerto Rico.........................4 Puerto Rico.......................56 Puerto Rico.........................1 EUROPE France ............................121 Belgium ...........................57 Austria .............................60 Czech Republic...............113 Austria .............................14 UK ..................................358 Andorra..............................1 Hungary ...........................11 France ............................218 Belgium............................56 Hungary .........................149 Denmark ..........................13 Austria .............................11 Italy ..................................47 Greece/Cyprus ..................31 Czech Republic.................16 Ireland............................116 Finland ...............................4 Belgium............................26 Luxembourg .......................1 Italy ..................................69 Denmark ..........................68 Poland ............................319 France ..............................39 Cyprus ................................4 Poland ..............................25 Poland ..............................78 Finland .............................36 Slovakia............................70 Germany ..........................57 Croatia ...............................3 Portugal............................26 Spain ..............................168 France ............................114 Turkey...............................96 Iceland ...............................3 Czech Republic...................6 Romania.............................6 Turkey...............................22 Germany ........................340 U.K. ..............................2306 Norway...............................8 Denmark ............................3 Russia...............................33 Romania...........................21 Greece................................9 Portugal..............................8 Estonia ...............................2 Spain ................................50 Slovakia..............................4 Hungary .............................8 Spain ................................44 Finland ...............................4 Ukraine ..............................2 Ireland................................9 Sweden ............................15 France ............................114 Italy ..................................47 Switzerland ........................6 Greece..............................43 Luxembourg .......................9 UK ....................................75 Germany ..........................64 Netherlands......................97 Netherlands......................15 Norway.............................86 Hungary .............................6 Poland ..............................53 Ireland................................9 Portugal............................17 Iceland ...............................2 Slovakia..............................3 Italy ..................................78 Slovenia .............................9 Latvia .................................4 Spain ................................99 Lithuania ............................4 Sweden ..........................151 Luxembourg .......................2 Switzerland ......................66 Malta .................................1 UK ..................................146 Monaco..............................1 Montenegro .......................1 Norway...............................3 Poland ..............................28 Portugal............................60 Romania.............................9 Russia...............................35 Serbia .................................4 Slovakia..............................2 Spain ..............................328 Sweden ..............................8 Switzerland ......................10 Turkey...............................27 UK ....................................65 LATIN AMERICA Argentina .........................67 Argentina .........................28 Argentina ...........................8 Brazil ..............................162 Brazil ..............................345 Brazil ................................26 Colombia..........................59 Chile...............................197 Chile...................................7 Dominican Republic ...........1 Costa Rica ......................164 Colombia............................8 El Salvador .......................77 Costa Rica ..........................2 Guatemala .....................160 Dominican Republic ...........1 Honduras..........................50 El Salvador .........................2 Mexico .........................1197 Guatemala .........................2 Nicaragua.........................51 Mexico .............................48 Panama ..............................2 Uruguay .............................2 Venezuela.........................11 ASIA/AFRICA/MIDDLE EAST/OCEANIA China................................31 Algeria ...............................1 China................................13 China................................70 Australia...........................35 China..............................243 Bahrain...............................2 Taiwan..............................15 Baharain.............................1 Israel ..................................1 Japan..............................135 China................................15 Japan..............................371 China................................44 China..............................134 Japan..................................2 Malaysia...........................29 Egypt..................................4 Indonesia ...........................8 Egypt..................................4 South Korea ...................242 Hong Kong .......................11 Israel ................................19 Indonesia .........................43 Thailand .........................571 Israel ................................27 Japan................................50 Japan..................................7 Japan..............................167 Jordan ................................2 Jordan ................................1 Kuwait................................1 Kuwait................................5 Kuwait................................1 Macau ................................1 Lebanon .............................4 Malaysia...........................16 Oman .................................1 Malaysia.............................5 Oman .................................2 Malaysia...........................15 Morocco .............................4 Quatar................................3 Philippines..........................8 Oman .................................1 Saudi Arabia.......................9 Quatar................................1 Philippines..........................6 Singapore...........................2 Saudi Arabia.....................10 Qatar..................................2 Taiwan..............................59 Singapore...........................6 Saudi Arabia.....................21 Thailand ...........................31 South Africa .....................24 Singapore...........................7 Tunisia................................1 South Korea .......................5 South Korea .....................17 UAE ..................................10 Taiwan..............................16 Syria ...................................1 Thailand .............................8 Thailand .............................5 UAE ....................................6 Tunisia................................2 UAE ....................................5 SOURCE: EPM Communications, Inc. w w w. e p m c o m . c o m THE LICENSING LETTER TLL 3 89
- 92. Special Edition LicensingNew Europe Global Sales of Licensed Merchandise vides deep data on licensing in 44 countries by Grow Your Continued from page 1 property type and product category, and Emerging includes extensive analysis of global licensing tively recently. Now, DTR is a trend-in-the-mak- and retailing trends. For a complete table of con- Markets ing just about everywhere there is a large-scale tents and exhibit list, see www.epmcom.com/intl Licensing retail infrastructure and a competitive retail or speak with Ira Mayer or Riva Bennett at THE Programs environment. LICENSING LETTER booth at Licensing New Europe. Retail Consolidation. A few years ago it looked as though there would be a wholesale globaliza- tion of the retail community. That hasn’t hap- INTERNATIONAL pened, though the largest retailers do continue Augmented Reality LICENSING to expand (see separate story this issue). On the Continued from page 1 A STATUS REPORT 6th Edition one hand, Auchan, Carrefour, H&M, Tesco, Toys R Us, Walmart and Zara went from 15,851 stores Here is how AR is making its way into the mar- By Karen Raugust Includes Special Projects Editor TLL THE LICENSING in 2007 to 18,516 as of the first quarter of 2010. ketplace in products and promotions: That’s a gain of 17% in those chains in roughly Improved Action Figures. Mattel and Total LETTER 29 spreadsheets Produced By with key data by region and two and a half years —right through the reces- Immersion introduced a line of action fig- country sion. But far more doors have been closed due to ures based on 20th Century Fox’s Avatar in DID YOU bankruptcies, receiverships, and mergers than fall 2009. The collection, called iTag Set, KNOW: have been opened. started with an initial 25 SKUs and was fol- • Brazil accounts for Globalization Of Properties. Thanks largely to lowed with an additional 15 SKUs for spring 48% of the market the Internet, exposure for new properties means 2010. Similarly, SpinMaster’s Tron Legacy for licensed a global stage if you catch the right Impulse Projection Figure has a 3D face merchandise in viral/marketing wave, especially if it’s a movie that displays lifelike features. Latin America. being released simultaneously around the world, Point-of-Sale. Lego and its AR partner, • Retail sales of or a sports event or fashion label for which there Metaio, are using AR on toy packaging. Kids licensed merchan- is a global stage. Also contributing: retailers hold a package to a screen to see what the dise in mainland expanding across borders and licensors having completed project looks like in 3-D. This China grew 8.6% worldwide strategies. Lego Digital Box is currently available in all 2008-2009. Digital Media. Digital media are increasingly Lego retail stores. • Small shops known important as sources of new properties and as a Beyond The Printed Word. Kids’ books as Kirana generate means of selling merchandise that might not “come alive” with animations, sound, and 95% of all retail work at traditional retail. video clips when placed in front of the web- business in India. More Home Grown Properties. Concurrently, cam, says Metaio’s Lisa Murphy. “[It] really Use International because licensors and licensees in many coun- teaches the kids the topics.” Metaio and Licensing: A Status tries are more aware of and sophisticated about ArsEdition recently introduced an interac- Report to develop licensing, there is a strong pull toward home- tive 3-D book, “Aliens & UFOs,” which market entry grown properties. This contributes to a greater transforms 2-D pictures into 3-D. Animated strategies and grow variety in the types of properties that are suc- films Nine and Coraline both issued AR- existing licensing ceeding, as do global licensors entering new mar- enhanced trading cards allowing users to programs around the kets that were formerly more homogenous. interact virtually with film characters. world. In markets where entertainment, sports, or Topps and Total Immersion offer 3-D Live fashion may have once dominated, the degree is trading cards for Major League Baseball less pronounced, and other types of properties and the NFL. www.epmcom.com/international are extending their reach. Virtual Theme Parks. Total Immersion has A part of this is attributable to the necessity worked with Six Flags Theme Parks on sev- Subscribers for some licensors to work with more niche eral interactive games, including Professor pay just $1995 properties than they would have a few years ago Keaney’s Xploratorium. Metaio teamed to compensate for business lost over the last two with Universal Orlando for an AR promo- SAVE years. A similar trend is in evidence for manu- tion providing a 3-D-enhanced tour at the $200 facturers. new Harry Potter world. ($2195 for More Uniformtity In Strategy & Product Mix. Food Tie-Ins. The general consensus among (212) 941-0099 others) This is not to say there’s one “licensing factory” those in the restaurant industry is that in for the world. There isn’t, and the differences addition to a toy, premiums need a digital country-to-country and territory-to- territory are element to appeal to families. McDonald’s both profound and a cornerstone of the licensing has been the first to offer AR premiums business. with McD Vision, a global promotion tied to International Licensing: A Status Report, pro- Avatar that ran in 40 countries. 4 TLL THE LICENSING LETTER w w w. e p m c o m . c o m 90
- 93. 4 November 11-13, 2010 licensing news PROPERTIES AVAILABLE FOR LICENSING PROPERTY DESCRIPTION CATEGORIES AVAILABLE LICENSING CONTACT Bound By Ink Magazine that chronicles the impact of art on All Carol McGovney, Source Interlink tattoo culture and design. Media Lowrider Magazine devoted to the lowrider car culture All Carol McGovney, Source Interlink Magazine that is also the largest auto magazine among Media Hispanics, according to the company. World of Characters based on the literary property by All Leigh Anne Brodsky, Nickelodeon Beatrix Potter Beatrix Potter, including Peter Rabbit, are being turned into a new animated television show airing on Nickelodeon. LICENSES RECENTLY ASSIGNED PROPERTY DESCRIPTION CATEGORIES AVAILABLE LICENSING CONTACT Pillow Pets All-in-one pillow-plush toy that comes in a vari- Apparel, accessories, sleepwear, bedding, HBA, Michael Carlisle, Wildflower Group ety of animal shapes including a ladybug, uni- publishing, stationery, paper party goods, corn, puppy, bee, and more; the transformation videogames from plush to pillow takes place by way of a Vel- cro strap. Taste of Home Leading global cooking magazine and multi- All Michelle Alfandari, Moda Licensing }platform source of information on food, cooking, and entertaining. Comprised of three magazines, 40 special interest recipe collections sold at retail, cookbooks, 300 cooking schools staged annually across the U.S., and a website with 2.1 million unique visitors annually. LICENSES RECENTLY GRANTED PROPERTY GRANTED TO PRODUCTS MANUFACTURED GRANTED BY Animal Planet MerchSource Collapsible pet houses, pet kennels, portable Discovery Communications zip-up pet beds, pet steps Archie Grosset & Dunlop/Price Stern Sloan Novels for middle graders and humor books Archie Comic Publications K7-10 Cartoon Net- Fillpoint Videogames (Nintendo 3DS) Cartoon Network Enterprises work proper- ties Ben 10 Ultimate Alien, The PowerPuff Girls, Dexter’s Laboratory, Samuari Jack, Marvelous Misadventures of Flapjack, and others Curious Junkfood Apparel Universal Studios Partnerships George L.A. Rug Rugs SaraMax Sleepwear Zoobies Plush Continued on page 6 w w w. e p m c o m . c o m THE LICENSING LETTER TLL 5 91
- 94. Special Edition LicensingNew Europe 4 licensing news Continued from page 5 LICENSES RECENTLY GRANTED PROPERTY GRANTED TO PRODUCTS MANUFACTURED GRANTED BY Diane von ID Fragrances Fragrance Diane von Furstenberg Furstenberg E! Live From Charlotte Russe Women’s apparel, women’s accessories, ACI Licensing The Red Carpet cosmetics, fragrance, home furnishings Stila Cosmetics Cosmetics Fast & Furious Design International Group Stationery Universal Studios Partnerships Glee Accessory Innovations Bags, handbags, journals Fox Heidi Klum New Balance Athletic Shoe Athletic footwear Heidi Klum Hellboy 2 Rubie’s Costume Halloween costumes Universal Studios Partnerships Hush Puppies Aurora World Plush toys Hush Puppies Division of Wolverine World Wide Justin Bieber Accessory Innovations Backpacks, lunch bags, handbags, headwear Bravado International Group Peace Frogs A&A Global Industries Stickers Brentwood Licensing Group Aquarius Entertainment Merchandising Posters, calendars Nanco/Nancy Sales Amusement park plush Plasticolor Molded Products Auto decals, auto accessories Pet Head ArgentoSC iPod accessories, iPad accessories, cell phone cas- Stone America Licensing es, MP3 player cases/accessories, electronic con- nectors, electronic chargers, headphones, ear buds, headphone/ear bud cases, steering wheel covers, automotive sun shades Blue Sky, The Color of Imagination Calendars, planners, journals, notebooks, binders, pencil cases, wall organizers Jarden Consumer Solutions Pet furniture, movable and stationary cat and dog condos, tables, chairs, seating products, pet food management products, pet sanitation items, storage products, scoops, placemats, bowls, containers Kennedy International Lap desks, garment storage, totes, storage boxes, paper boxes, bins, organizers, closet storage, tin boxes, collapsible storage, bed raisers/risers, garbage cans, waste baskets, memo boards, bath accessories, cleaning accessories, laundry accessories Pillow Pets Commonwealth Toy & Novelty Toys, novelties, gifts Wildflower Group SG Footwear / SGI Apparel Group Footwear Psycho Rubie’s Costume Halloween costumes, accessories Universal Studios Partnerships Richie Rich Ape Entertainment Comic books Classic Media Selena Accessory Innovations Handbags, accessories Disney Consumer Products Gomez-Dream Out Loud Serena OPI Products Nail polish ACI Licensing Williams Continued on page 7 6 TLL THE LICENSING LETTER w w w. e p m c o m . c o m 92
- 95. November 11-13, 2010 4 licensing news Continued from page 6 PROPERTY GRANTED TO PRODUCTS MANUFACTURED GRANTED BY Silly Bandz Cra-Z-Art Arts, crafts Brand Central ESI Cases & Accessories Cell phone accessories Mad Engine Apparel Ouchies, LLC Bandages Zoo Games Videogames Snuggie SG Footwear / SGI Apparel Group Slippers Brand Central Smokey & the Franklin Mint Die-cast Universal Studios Partnerships Bandit Strawberry Ape Entertainment Comic books with scratch-and-sniff covers American Greetings Shortcake Hasbro Retro doll collector’s set, iPhone app, CGI animated series Sugar ES Originals Footwear, floaties (women’s, children’s) ACI Licensing SG Footwear / SGI Apparel Group Hanging footwear sets, slippers Taboo (member Jump Sneakers ACI Licensing of the Black Eyed Peas band) INTERNATIONAL LICENSES RECENTLY ASSIGNED PROPERTY DESCRIPTION CATEGORIES AVAILABLE LICENSING CONTACT Hanazuki Universe created by Dutch designers Niko All (Worldwide) Andrew Kerr, Aoh!K Commercial Stumpo and Hanneke Metselaar, featuring the Limited female character Hanazuki and her friend Little Dreamer who fend off villainous Nightmares, Hemkas, and Fatty Bum-Bum, all while exploring the comets and stars. Targeted to girls ages 7-10. It’s Happy Irreverant animated icon based on the character All (India) Dwijorani Senjam, Extend Brands Bunny illustrations of Jim Benton. Me To You Illustration-based brand that launched in 1995, Apparel, footwear, confectionary, toiletries (South Kerry Radmall, Revolution Licensing with the character Tatty Teddy communicating Africa) warmth and happiness, and touching people’s lives all over the globe, in a variety of situations. Twisted Cats, dogs, and other characters, including a All (The Netherlands, Belgium, Luxembourg) Nelleke Bruno, Bruno Productions Whiskers shark, that have a twisted and sassy point of view and a television show that airs internationally. Continued on page 8 w w w. e p m c o m . c o m THE LICENSING LETTER TLL 7 93
- 96. Special Edition LicensingNew Europe 4 licensing news Continued from page 7 INTERNATIONAL LICENSES RECENTLY GRANTED PROPERTY GRANTED TO PRODUCTS MANUFACTURED GRANTED BY Back to the Mattel Action figures, die-cast vehicles (Worldwide) Universal Studios Partnerships Future Telltale Games Interactive games (Worldwide) Welly Die-Casting Fty., Ltd. Die-cast vehicles (Worldwide) Barbie Hakan Canta Sanayi ve Tic Back-to-school products Mattel (Europe, Middle East, Northern Africa) Big Lebowski Nastrovje Potsdam Apparel, hats, T-shirts, sweatshirts (Germany) Universal Studios Partnerships Despicable Me How Mobile Mobile wallpapers, screensavers, ringtones Universal Studios Partnerships (Brazil) Dora the Egmont UK Magazines (UK) Nickelodeon & Viacom Consumer Explorer Products Panini Magazines, sticker collections (Spain) Random House Story books, activity books, novelty books (Carrefour exclusive) (Spain) Dora the Hincler Books Early reading flash cards (UK) Nickelodeon & Viacom Consumer Explorer, Go! Products Diego Go! Dora the Phidal Publishing Learning books (UK) Nickelodeon & Viacom Consumer Explorer, Go! Products Diego Go!, SpongeBob SquarePants, The Wonder Pets E.T. M.A.C. Apparel Apparel (Australia, New Zealand) Universal Studios Partnerships Holly Hobbie & Algazarra Algazarra Algazarra Friends Corporacion Grafica Navarrete Sa Stickers, sticker albums (Peru) Dermil Wil Industria Plastica Backpacks, accessories (Brazil) Editora Alto Astral Publishing (Brazil) Industria Grafica Foroni Ltda. Back-to-school products (Brazil) Pt Trisinar Indopratama Lunchboxes, drink bottles (Peru) Jaws M.A.C. Apparel Apparel (Australia, New Zealand) Universal Studios Partnerships Nickelodeon Hewlett Packard Digital photo printing kiosks (U.S., Australia, New Nickelodeon & Viacom Consumer properties Zealand, UK, additional markets Worldwide) Products including Dora the Explorer, Eaglemoss Publications Publishing (Worldwide excluding U.S.) iCarly, The Backyardigans, SpongeBob SquarePants, The Wonder Pets! Continued on page 9 8 TLL THE LICENSING LETTER w w w. e p m c o m . c o m 94
- 97. November 11-13, 2010 4 licensing news Continued from page 8 PROPERTY GRANTED TO PRODUCTS MANUFACTURED GRANTED BY Pink Cookie Corporacion Capi C.A. Backpacks, bags, cases, folders, luggage, iPod Tycoon Enterprises cases, lunch boxes, cushions, wallets, purses, bottles, clocks, lamps (Venezuela) Industrias Danpex, SA de CV Agendas, calendars, cases, folders, binders, notepads, back-to-school accessories (Mexico) No Sabe Fallar SA de CV Pens, pencils, lighters (BIC subsidiary) (Mexico) Rhein Chile Notepads, notebooks, binders, agendas, scrapbooks, wrapping paper, gift bags (Chile) Saint Selya Bandai America Toys, collectibles (China) Toei Animation Metersbonwe Apparel (juniors’, young men’s) (China) Tian Yi Audio & Visual DVD box set (China) Shaun of the Pyramid Posters Posters, postcards (UK, EIRE) Universal Studios Partnerships Dead SpongeBob THQ Videogames (Playstation 3, Wii, Xbox 360, Nickelodeon & Viacom Consumer Square Pants Nintendo DS, Sony PSP, Xbox Live, Xbox 360, Products PlayStation Network, Nintendo Wii Virtual Console) (Worldwide) Editorial Everest Chapter books, activity books, story books, coloring books, novelty books (Spain, Portugal) Media Live Novelty books (Spain, Portugal) Titan Magazines Magazines (UK) Woody Pack Light Wrapping paper, gift bags (Brazil) Universal Studios Partnerships Woodpecker Editora Alto Astral Stationery (Brazil) Woody Plentitude Comercio e Industria Infant wallcoverings, balloons (Brazil) Woodpecker Baby Disney Reveals $50B Growth Plan Disney hopes to increase its annual merchan- Looking at 2011, a Winnie The Pooh-based dise sales (from both licensed and non-licensed movie is expected to drive licensed product products) to $50 billion within the next five sales, especially for Disney Baby merchandise. years, according to the studio’s Andy Mooney. Also in 2011, the release of Cars 2 is expected This increase — up from $27 billion in its last to drive sales that have remained strong, deliv- fiscal year ended in October 2009 — is based on ering some $2 billion in retail sales annually a new store concept being introduced through- despite the fact that the first film came out in out the U.S., a heavy push behind its own prop- 2006. erties such as Toy Story and Cars, the addition Disney Princess is the company’s No. 1 fran- of the Marvel stable of characters to its roster, chise across North and South America. and a strong emphasis on international growth. With the recession still a factor through this Disney’s strategy is to provide competing year, Disney is focusing on fewer, but broader retailers with an exclusive position on product and deeper programs with key retail accounts rather than limiting exclusivity to a particular Walmart, Target Toys “R” Us, and Sears, says property. This past summer’s Toy Story 3 was Mooney. Disney is also eyeing expanded distri- the first instance of this being put into practice. bution in the drug, grocery, club, and value retail- According to Mooney, the studio projects that ing channels. E-commerce is also a push on the Toy Story 3 will generate $2.4 billion in global retail front. retail merchandise sales for this fiscal year. w w w. e p m c o m . c o m THE LICENSING LETTER TLL 9 95
- 98. Special Edition LicensingNew Europe contacts & connections Contacts& Connections is an alphabetical listing, by company, of the licensors, licensing agents in the issue. A&A Global Industries, Brian Kovens, EVP, Charlotte Russe, Jenny Ming, President, L.A. Rug, Sion Maher, Product Manager, 410-252-1020, bkovens@aaglobalind.com, CEO, Director, 858-587-1500, p. 6. 323-235-4000, sionmaher@laruginc.com, p. 6. p. 6. Chorion, Steve Cipolla, EVP Global Mad Engine, Alby Amato, President, Accessory Innovations, Karyn Weiss, SVP Licensing & Sales, 212-973-4729, 858-558-5270, aamato@madengine.com, p. 7. Business Development/Licensing, 212-292- steve.cipolla@chorion.us, p. 5. 1238, kweiss@accessory-innovations.com, Mattel, Neil Friedman, President Brands p. 6, 7. Classic Media, Karyn Schneider, VP Division, 212-620-8300, Licensing North America, 212-659-1965, friedman@fisher-price.com, p. 8. ACI Licensing, Karla Braun, Account Execu- ks@classicmedia.tv, p. 7. tive, 310-806-9482, kbraun@acilicensing.com, MerchSource, Mike Roberts, President, p. 7. Commonwealth Toy & Novelty, Andrew 949-900-0902, p. 5. Freed, VP Product Development, Licensing ACI Licensing, Andy Cohan, Presi- & Marketing, 212-242-4070 x307, Moda Licensing, Michelle Alfandari, dent/Managing Principal , afreed@cwt-ny.com, p. 7. President, 212-687-7640 x214, 310-806-9482, acohan@acilicensing.com, m.alfandari@modaintl.com, p. 5. p. 6, 7. Cra-Z-Art, Vito Amato, VP Licensing/ Marketing, 973-598-3810, p. 7. Nanco/Nancy Sales, Stephen Lipkin, ACI Licensing, Jennifer Flynn, President, 617-884-1700 x307, Account Executive, 310-806-4480/9480, Design International Group, Julie Hwang, stephenl@nancobos.com, p. 6. jflynn@acilicensing.com/jcase@acilicensing. Licensing Liaison, 626-369-2289, jhwang@luckydig.com, p. 6. New Balance, Ed Haddad, VP Intellectual com, p. 6. Properties & Licensed Products, 617-783- American Greetings, Michael Brown, Discovery Communications, Elizabeth 4000, ed.haddad@newbalance.com, p. 6. VP Licensing, 216-252-7300 x1346, Bakacs, VP Licensing & Creative, 240-662- 4281, elizabeth_bakacs@discovery.com, p. 5. OPI Products, George Schaffer, President & michael.brown@amgreetings.com, p. 7. CEO, 818.759.2400, p. 7. Aquarius Entertainment Merchandising, Disney Consumer Products, Jessica Dunne, EVP Global Licensing, 818-544-0015, Ouchies, LLC, Ian Madover, Owner, Konrad Hoening, President, 905-895-1556 212-944-0812, ian@ouchiesonline.com, p. 7. x223, konrad@aquariusimages.com, p. 6. jessi.dunne@disney.com, p. 7. ES Originals, Pam Glazer, VP Licensing, Plasticolor Molded Products, Matt Bagne, Archie Comic Publications, Kari Silbergleit, President, 714-525-3880, Licensing Coordinator, 914-381-5155, 212-994-0110, pglazer@esoriginals.com, p. 7. matt@plasticolorinc.com, p. 6. licensing@archiecomics.com, p. 5. ESI Cases & Accessories, Mark Weinberger, VP, 973-586-0055, marw@esicellular.com, Rubie’s Costume, Howard Beige, President, ArgentoSC, Jack Scaba, Product Manager, 516-326-1500, howie@rubies.com, p. 6, 7. 212.704.2006 Ext. 214, jack@argentosc.com, p. 7. p. 7. Fillpoint, Paul Sickles, Marketing Director, SaraMax, Eddie Betesh, President, 518-899-6200, p. 5. 212-842-4000, ebetesh@saramax.com, p. 6. Aurora World, Sean Hellenbrand, Director Sales, 562-205-1222, sean@auroragift.com, Franklin Mint, Karen Vitale, 610-884-4602, SG Footwear/SGI Apparel Group, Elisa p. 6. kvitale@franklinmint.com, p. 7. Gangl, VP Licensing & Marketing, 201-336-1869, elisag@sgfootwear.com, p. 7. Blue Sky, The Color of Imagination, Jean Grosset & Dunlop/Price Stern Sloan Freeman, Product Manager, 714-389-7708, A division of Penguin Young Readers, Source Interlink Media, Carol McGovney, jeanf@blueskyimg.com, p. 6. Debra Dorfman, President/Publisher, Sales Manager, 310-531-5962, 212-414-3525, p. 5. carol.mcgovney@sorc.com, p. 5. Brand Central, Ross Misher, President, 310-268-1231, ross@brandcentralgroup.com, Hasbro, Bryony Bouyer, SVP Licensing, Stila Cosmetics, Amanda Rozelle, Director p. 7. The Americas, 401-431-8422, of Marketing and Product Development, bbouyer@hasbro.com, p. 7. 323-913-9443, arozelle@stila.net, p. 6. BrandBerry, Ashley Mady, President, 561- 499-0543, ashley@brandberryinc.com, p. 7. Hush Puppies Division of Wolverine Stone America Licensing, Robert Stone, World Wide, Mark Neal, President, President, 646-214-5910, Bravado International Group, Robert rstone@stoneamerica.com, p. 6, 7. Edwards, Head of Licensing, 011-44-208-742- 616-866-7327, p. 6. 5582, robert.edwards@bravado.com, p. 6. Jarden Consumer Solutions, Carlos Universal Studios Partnerships, Amy Coroalles, VP Licensing, 561-912-4419, Taylor, EVP Partnerships & Licensing, 818- Brentwood Licensing Group, Joel Barnett, 777-0276, amy.taylor@nbcuni.com, p. 6, 7. President, 310-720-3285, ccoroalles@jardencs.com, p. 6. joel@brentwoodlicensing.com, p. 6. Jump, Joy Chen, President, 201-854-6060, Wildflower Group, Michael Carlisle, info@jumpcorp.com, p. 7. Principal, 212-924-2322, Cartoon Network Enterprises, Christina michael@thewildflowergroup.com, p. 5, 7. Miller, SVP Turner Sports Strategy/ Junkfood, Natalie Grof, CEO, 310-582-1111, Marketing Promotion & Cartoon Network p. 6. Zoobies, Ryan Treft, VP Marketing, 801-802- Enterprises, 404-885-0911, 0507, ryan@zoobies.com, p. 6. christina.miller@turner.com, p. 5. Kennedy International, Henry Guindi, Licensing, 609-409-4515 x111, henry@kennedy-intl.com, p. 6. 10 TLL THE LICENSING LETTER w w w. e p m c o m . c o m 96
- 99. November 11-13, 2010 international contacts & connections This section refers to the International listings on Page 9. International calls from the U.S. and Canada must be preceded by the 011-prefix. Aoh!K Commercial Limited (UK), Andrew Industrias Danpex, SA de CV (Mexico), Juan Pt Trisinar Indopratama (Indonesia), Kerr, Founder, phone: 011-44-0-1789-417-719; Manuel Rojas, Comercial Director, phone: Sjamsoe Indra, Owner, phone: 011-62-21- fax: 011-44-0-7917-723-872; info@aohk.co.uk, 011-01 55 5719 00 14; 011-01 55 5368-6296, 5873141; fax: : 011-62-21-5845905, p. 9. p. 9. p. 9. Pyramid Posters (UK), Nic Wastell, Bandai America (U.S.), Andre Lake Mattel (U.S.), Neil Friedman, President Licensing Director, phone: 011-44-116-264- Mayer, VP Licensing, phone: 714-816-9756; Brands Division, phone: 212-620-8300; fax: 2642; fax: 011-44-116-264-2640; mayera@bandai.com, p. 9. 212-620-8337; friedman@fisher-price.com, nic@pyramidposters.com, p. 9. p. 8. Bruno Productions (Netherlands), Random House (UK), Mary Vacher, Nelleke Bruno, Managing Director, M.A.C. Apparel, phone: 011-64 9 632 1154; Licensing Director, phone: 011-44-208-231- phone: 011-31-570-789400-402; info@macjays.co.nz, p. 8. 6871; mvacher@randomhouse.co.uk, p. 8. fax: 011-31-570-789435; nelleke.bruno@bruno.nl, p. 8. Metersbonwe (China), phone: 011- 021- Revolution Licensing (South Africa), 38119999, p. 9. Kerry/Lee Radmall, Client Service Director, Corporacion Capi C.A. (Venezuela), lee@revolutionafrica.co.za, p. 8. Roberto Rabinovich, General Manager, Nastrovje Potsdam (Germany), Frank phone: 011-58 212 242 3877, p. 9. Schilling, Product Manager, phone: 011-49- Rhein Chile (Chile), Gonzalo Fernandez, 7720-83470; fax: 011-49-7720-22435; GM, gonzalo.fernandez@rhein.cl, p. 9. Corporacion Grafica Navarrete Sa (Peru), schilling@napo.de, p. 8. Katherine Navarrete, Licensing Director, Telltale Games (U.S.), Dan Connors, CEO, phone: 011-51-3620606; fax: 011-51-3620607, National Entertainment Collectibles phone: 415-258-1638; fax: 415-258-1795, p. 8. p. 9. Association (NECA) (U.S.), Joel Weinshanker, President, THQ (U.S.), Jim Huntley, Licensing Director, Dermil Wil Industria Plastica (Brazil), phone: 908-686-3300 x206; fax: 908-686-7656; phone: 818-871-5190; fax: 818-871-8886; Dercio Estevez Ruiz Filho, Product Manager, joelw@necaonline.com, p. 9. Jim.Huntley@thq.com, p. 9. phone: 011-55-11-6096-3777; Titan Magazines (UK), Chris Teather, fax: 011-55-11-6692-5572, p. 9. Nickelodeon & Viacom Consumer Products (U.S.), Leigh Anne Brodsky, Publishing Director, phone: 011-44-207-620- Eaglemoss Publications (UK), Andrew President, phone: 212-846-7181; fax: 212-846- 0200; fax: 011-44-207-620-0032; Jarvis, CEO, phone: 011-44-207-605-1200; 1310; leighanne.brodsky@nick.com, p. 8, 9. chris.teather@titanemail.com, p. 9. fax: 011-44-207-605-1201, p. 9. Toei Animation (U.S.), James Kobayashi, No Sabe Fallar SA de CV (U.S.), Sandra Editora Alto Astral (Brazil), Fabiano Mosqueda, Brand Manager, phone: 011-01 55 President & COO, phone: 310-996-2241; fax: Flamino, Supervisor, phone: 011-55-14-3235- 50 89 60 00, p. 9. 310-445-0969; ykobayashi@toei-anim.com, 3878; fax: 011-55-14-3235-3879, p. 9. p. 9. Panini (Italy), L. Mario Belaunde P., Editorial Everest (Spain), Esther Sarfatti, Licensing Manager, phone: 011-551-9792- Tycoon Enterprises (Mexico), Elias Fasja Editor Licensing, Novelty Books, phone: 2386; fax: 011-551-241-5019; Cohen, President, phone: 011-525-55395-7833 011- 34 987 844200; fax: 011- 34 987 844202, mbelaunde@panini.it, p. 8. x225; fax: 011-525-55395-7873; p. 9. efasja@tycoon.mx, p. 9. Phidal Publishing (Canada), David Soussan, Egmont UK (UK), Emma Cairns-Smith, Head VP, phone: 514-738-0202; fax: 514-738-5102, Universal Studios Partnerships (U.S.), of Licensing, phone: 011-44-207-761-3500; p. 8. Amy Taylor, EVP Partnerships & Licensing, fax: 011-44-207-761-3510; phone: 818-777-0276; fax: 818-622-0132; info@euk.egmont.com, p. 8. Plentitude Comercio e Industria (Sao amy.taylor@nbcuni.com, p. 8, 9. Paulo), José Figliolini, phone: 011-22067600, Exim Licensing Group (U.S.), Elias Hofman, p. 9. Welly Die-Casting Fty., Ltd. (Hong Kong), President, phone: 305-534-1900; fax: 305-534- Leona Lunn, Product Manager, phone: 6440; ehofman@eximlicensing.com, p. 9. 011-852-2416-5487; fax: 011-852-2412-0042, p. 8. Extend Brands (India), Dwijorani Senjam, Director, phone: 011-91-98719-99103; fax: 011-91-124-4377877; extebrands08@gmail.com, p. 8. Benchmark Royalty Rates, Guarantees and Advances www.epmcom.com/royalty Hakan Canta Sanayi ve Tic, Bulent Mizrak, DID YOU KNOW: General Manager, 90-212-485-4585, THE LICENSING • Royalties on licensed merchandise averaged 8.8% in 2009 bulent@hakancanta.com, p. 8. LETTER • Celebrities, sports, and estate-owned properties command average Hewlett Packard (U.S.), Michael Menden- hall, SVP & CMO, phone: 650-857-4178; fax: ROYALTY royalties of 10% or more, with select entertainment properties going as high as 20% TRENDS REPORT (212) 941-0099 650-857-7299; michael.mendenhall@hp.com, • Across product categories, manufacturers of Subscribers pay just $219 p. 9. By EPM Communications, Inc. videogames and traditional toys/games pay the highest royalties SAVE $100 Publisher of Industria Grafica Foroni Ltda. (Brazil), Initiate win-win merchandising programs for licensors, ($319 for others) Marici Campenella, Product Manager, phone: 011-5511-6915-0005; fax: 011-5511- 2010 licensees and agents with The Licensing Letter Royalty Trends Report. 274-4816, p. 9. w w w. e p m c o m . c o m THE LICENSING LETTER TLL 11 97
- 100. Snažan rast irazvoj tržišta licencnih proizvoda Među domaćim proizvodima valja istaknuti profesora Baltazara i još jedan crtani lik, šegrta Hlapića. Hlapić je jedini dječji nacionalni brend u Hrvatskoj već više od 10 godina. Animirani dugometražni film 'Čudnovate zgode šegrta Hlapića' i animirana serija 'Hlapićeve nove zgode' postigli su izniman inozemni uspjeh te se prikazuju u više od 80 zemalja svijeta, na najgledanijim televizijama, među ostalim i na Disney Channelu V eć se dugo među vodećim susjednim tržištima, glavna je preoku- tvrtkama koje se bave licen- pacija većine kompanija koje se bave ciranjem i merchandisingom licenciranjem fokusiranje na razvoj ino- raspravlja o potrebi da se na zemnih tržišta. Većina je sporazuma drukčiji način pristupi tržišti- (ugovora) o licenciranju i merchandisin- ma "nove Europe" jer su se dosadašnji gu u temeljima jednaka za sva područ- pristupi pokazali dobrima, ali ne i naj- ja, no pravni i kulturni okviri znatno su boljima. S druge strane rastuća tržišta različiti na teritoriju "nove Europe". "nove Europe" pokazuju sve veće zani- U cijeloj priči o licenciranju i razvo- manje za licenciranje i merchindising ju u svijetu možda se teorija i praksa uz uočen nedostatak kvalitetnih znanja mogu povezati legendarnom rečeni- i vještina. com američkog predsjednika Edgara Prošla je godina bila najbolja komer- j. Hoovera iz 1933. godine o tome da cijalna filmska godina sa zaradom na kokoš mora biti u svakom loncu. Da je kinoblagajnama od 9,5 milijarda dolara to primjenjivo i u industriji zabave shva- samo u SAD-u. No svjetska je filmska tili su vrlo brzo u Disneyju, koji je iste produkcija postala toliko sofisticirana godine rekao kako Disneyjev lik mora da ju je nemoguće financirati samo iz biti u svakom domu i time udario teme- prihoda na kinoblagajnama. Dvadeset lje licenciranju. odmah se krenulo i u puta više od ukupne zarade na kino- stvaranje proizvoda s likom Mickeyja blagajnama filmskim je studijima donio Mousea i tako je samo sat s njegovim program licenciranja i merchandisinga. likom u jednom danu te godine prodan Na toj su dobro čuvanoj tajni u 2008. u 11 tisuća primjeraka. U Europi su popularne princeze, vile, godini zaradili više od 191 milijardu Godinu kasnije General Foods pla- Winnie Pooh i Mickey Mouse, dok je u dolara, što je ukupni maloprodajni pri- tio je milijun dolara Disneyju kako bi lik Velikoj Britaniji dr. Who postao ever- Hlapićeve hod od licenciranih proizvoda u svijetu Mickeyja Mousea završio na žitarica- green. Sport i moda su jako popularni u NoVoSTI, te godine. ma. Popaj je popularizirao špinat, dok SAD-u. E-Hlapić — pro- Proizvođači i maloprodajni lanci koji su 70-ih godina kroz merchandising jekt o sigurnosti djece na su od početaka bili među onima koje "Ratovi zvijezda" zaradili pet milijardi Domaća iskustva internetu i služenju mobite- su povezivali s velikom filmskom indu- dolara. jedan od najpopularnijih crti- Među domaćim proizvodima svakako lom, Hlapićev KLUB, Učim broj- strijom i koji su u svojem programu ća posljednjih desetljeća "Mutant Ninja treba istaknuti profesora Baltazara i još ke i slova s Hlapićem... samo su upotrebljavali elemente filmske indu- Turtles" pojavljivanjem na najrazličiti- jedan crtani lik, šegrta Hlapića. Sa sigur- neki na kojima se kontinuirano radi strije imali su znatno bolje rezultate na jim proizvodima — od skateboarda do nošću se može reći da je Hlapić jedi- već godinama. osnovne značajke bren- tržištu. žitarica — zaradio je čak tri milijarde ni dječji nacionalni brend u Hrvatskoj da, style guide, postavke svih vizualnih Razvojem licenciranja i merchandi- dolara. Navedeni su likovi primarno dio već više od 10 godina. Animirani dugo- elemenata vezanih uz Hlapića, njegov singa njihovi su proizvodi počeli značaj- goleme američke industrije zabave, dok metražni film "Čudnovate zgode šegrta redovan redizajn i moderniziranje, kako no odskakati od konkurentskih. Iako je je ekspanzija licenciranja u svijetu jaka Hlapića" i animirana serija "Hlapićeve tehnološki tako i programski, precizno američko tržište (SAD i Kanada) kolijev- u posljednjih dvadesetak godina. nove zgode" postigli su izniman ino- su i dugoročno osmišljene tako da uvijek ka te industrije, licenciranje je posta- Evo još nekih primjera. južnokorejski zemni uspjeh te se prikazuju u više od promoviraju osnovne strateške odredni- lo jedno od najsnažnijih marketinških lik Pucca, 10-godišnja nećakinja pro- 80 zemalja svijeta, na najgledanijim ce brenda. alata u ostvarivanju prihoda u cijelom izvođača njoka koja je zaljubljena u televizijama, među ostalim i na Disney Pod vodstvom izvršne direktorice svijetu. U 2007. je maloprodaja licenci- ninju Garu, ima više od 500 licencija Channelu. Croatia film kao najstarija Croatia filma Ivane Galić, Hlapić je pio- ranih proizvoda dosegnula 71,25 mili- diljem svijeta, dok "Bob graditelj" nije producentska kuća u Hrvatskoj nasta- nir licencnih ugovora i merchandisinga jardi dolara. Na tržištu zapadne Europe uspio u Koreji jer roditelji ne žele da im vila je s razvojem novih projekata veza- u Hrvatskoj. vrijednost prodaje licenciranih proizvo- djeca grade i bave se fizičkim radom. nih uz Hlapića u Hrvatskoj, što i danas "S obzirom na to da je takav oblik da procjenjuje se na više od 26 milijar- japanski lik Mashimaro zapo- uspješno radi. Poštujte naše znakove suradnje i upotrebe dječjeg lika bio di dolara. čeo je kao flash animacija i postigao — projekt zaštite i promocije sigurnosti nepoznat na našem tržištu, zahtijevao je zastupljenost na tri tisuće proizvo- djece u prometu, Hlapić Sport — projekt mnogo uvjeravanja, edukaciju korisnika Fokus na inozemstvu da. Licenciranje je grana koja različito koji educira djecu o sportu, fair playu te veliko povjerenja hrvatskih menadže- Nakon razdoblja rasta na domaćem i funkcionira na različitim tržištima. te promovira zdrav život, Hlapić BEBE, ra. Put prema ozbiljnom licenciranju bio 98
- 101. Producenti i korisnicilicencnih prava nudi visokokvalitetne proizvode s doda- surađuju s tvrtkama koje nude projekte nom vrijednošću, ima ekonomsku pod- koji su društveno odgovorni i koji nude logu za daljnji razvoj i širenje. obrasce odgoja djece koji udovoljavaju osim toga, Hlapić je uspješan pri- najvišim kriterijima. mjer licenciranja i merchandisinga u Rad na proizvodima namijenjenima Hrvatskoj i šire, jer svaka nova generaci- djeci uvijek sa sobom nosi veliku odgo- ja djece novi je izazov i zapravo zahtije- vornost. “Svoju poziciju lidera u dijelu va novi početak, objašnjava Ivana Galić edukacije i komunikacije s djecom više i dodaje kako im je to poticaj premda su smo puta dokazali i dokazujemo sva- mnogi sumnjali da nije moguće u tako kim danom. S ponosom možemo reći maloj zemlji postići tako velik uspjeh u da smo odabirom pravih partnera i stal- tom području. nim proširenjem suradnje u području “Hlapić je dokaz da kvalitetan projekt, licencnih ugovora stvorili uvjete i dru- uz upornost i dugoročno postavljene gim dječjim likovima da lakše pronađu strateške ciljeve, može uspješno živje- svoj put na isti ili sličan način”, ističe ti i razvijati se još mnogo desetljeća”, Ivana Galić. zaključila je Ivana Galić. “osim dugogodišnjih uspješnih ugo- Marko Perić vora s Maraskom (Hlapićevi soko- vi), Egmontom (slikovnice, bojanke), Tvornicom olovaka Zagreb (školski pri- bor), Gavrilovićem (mesne prerađevi- ne za djecu), Delfinom (dječji party pro- gram), jadran tvornicom čarapa (čarape i stopalice za djecu), Mobitelom (SMS sadržaji), prošle godine smo započe- li iznimno uspješnu suradnju s tvrt- kom Stanić na području mli- ječnih proizvoda i deserata za djecu”, objašnjava Ivana Galić. Hlapić za sve generacije ove godine proizvedeno je i plasirano na tržište više od 10 novih proizvoda: Hlapićevi voćni jogurti, mliječni deserti, "Iako Hlapićev Čoksi, sladoledi, puding, čoko- ispočet- ladni namazi, a u pripremi su i razni ka nismo jogurti s dodacima, čokoladno mlijeko, mogli žitarice za djecu, keksi... računati Suradnja s tvrtkom Stanić pokazu- na ozbiljniju je da je i na ovako malom tržištu mogu- dobit iz takvih će pronaći model suradnje koji osim što ugovora, računali smo da je to dugoročno ulaga- nje u naš brend, njegovu prepoznatlji- CRTANI LIKOVI vost i život u različitim segmentima privrede, i nismo se prevarili", Stvaranje kvalitetnog nastavlja Ivana Galić. "jedini je uvjet bio da proizvod bude zdrav koncepta i kvalitetan te da tvrtka s kojom je težak i u početku spor. Kako surađujemo, osim toga što je Glavni izvršni direktor Globea Yaakov Chai prije je rezultat bio izniman u vrlo kratkom među najboljima u svom sekto- 25 godina stvorio je simpatični crtani lik Vipo roku, nakon probijanja straha od nepo- ru, ima iste korporativne vrijed- kao psića koji može letjeti i tako istraživati znatog, suradnja se logično počela širiti, nosti kao i mi." cijeli svijet te djeci omogućiti jednostavan i to u svim industrijama koje smo pro- način upoznavanja država, ljudi i kultura. cijenili interesantnima za komunikaciju VDanas imaju više od 500 vla- Chai ističe kako Vipo nije samo crtani lik nego s djecom. Smatrali smo, među ostalim, stitih merchandising proizvo- jednostavno cijeli koncept kreiran oko tog da na taj način i potičemo razvoj hrvat- da i više od 100 licencnih, kao simpatičnog letećeg psića, što uključuje skih proizvođača te pokazujemo da je rezultat desetogodišnjeg rada svakodnevne proizvode, odjeću, DVD-e, knjige. moguće proizvesti visokokvalitetan pro- na brendu. Svaki korisnik licen- Dosad je proizvedeno 26 epizoda popularnog crtića izvod ‘s pričom’ te ga uspješno plasirati cnih prava sudjeluje u svim aktiv- koji je prikazivan u više od 100 zemalja svijeta. na tržište", ističe Ivana Galić. nostima unutar projekta. 99
- 102. Powerful growth andmarket development of licensed products Among domestic products we need to point out professor Baltazar and another animated character “šegrt Hlapić” (apprentice Hlapić). Hlapić has been the only children`s national brand in Croatia for over a decade. The animated feature film “The amazing adventures of apprentice Hlapić” and the animated series “The new adventures of Hlapić” have accomplished exceptional foreign success and are being shown in over 80 coun- tries on the most popular TV channels, among which is the Disney Channel F or a long time, among the deal in licensing is focusing on the leading companies that development of foreign markets. Most deal in licensing and mer- contracts about licensing and merchan- chandising there have dising are basically the same for all been discussions about areas, but the legal and cultural frames the need for a different approach to the significantly differ on the territory of markets of “New Europe”, because the “New Europe”. current approach has shown to be good In the whole story about licensing but not the best. on the other side the and development in the world perhaps growing markets of “New Europe” are theory and practice can be linked with showing larger interest in licensing and the legendary sentence of American merchandising but with an obvious lack President Edgar j. Hoover, that a hen of knowledge and skills. should be in every pot. The fact that Last year was the best commercial this could be applied in the entertain- film year with a 9.5 billion dollar rev- ment industry was soon realised at began as a flash animation and enue at box offices only in the USA. But Disney, which said that a Disney char- achieved representation on three thou- world film production has become so acter must be in every home and there- sand products. Licensing is a branch sophisticated that it is impossible to fore hit the foundations of licensing. that functions differently on different finance it only from box office revenues. Soon after they started to develop prod- markets. In Europe the most popular are Film studios earn twenty times more ucts with the Mickey Mouse charac- princesses, fairies, Winnie the Pooh from licensing and merchandising than ter and that year 11 thousand watches and Mickey Mouse, while in Great from box office revenues. They earned with his image had been sold in one Britain, Dr. Who has become an ever- more than 191 billion dollars in 2009. single day. green. Sport and fashion are extremely on this well kept secret, which was the A year later General Foods paid popular in the USA. total retail revenue of licensed products Disney a million dollars so that they in the world that year. Manufacturers could use the Mickey Mouse image Domestic experiences and retail chains which were from the on their cereal packs. Popaye popu- Among domestic products we need to beginning among those that collabo- larised spinach, while in the seven- point out professor Baltazar and anoth- rated with the large film industry and ties “Star Wars” earned five billion dol- er animated character “šegrt Hlapić” which used elements from the movie lars through merchandising. one of (apprentice Hlapić). We can say with industry in their program had signifi- the most popular cartoons in the past certainty that Hlapić has been the only cantly better results on the market. few decades has been the “Mutant children`s national brand in Croatia With the development of licensing Ninja Turtles”, showing up on the most for over a decade. The animated fea- and marketing their products began to diverse products – from skateboards ture film “The amazing adventures of significantly stand out from the com- to cereals – earning a sum of three bil- apprentice Hlapić” and the animated petition. Although, the American mar- lion dollars. The mentioned characters series “The new adventures of Hlapić” ket (USA and Canada) is the cradle of are primarily part of the large American have accomplished exceptional foreign this industry, licensing has become entertainment industry, while the success and are being shown in over Hlapić BABIES, Hlapić NEWS, E-Hlapić one of the strongest marketing tools in expansion of licensing in the world has 80 countries on the most popular TV – a project about children`s internet achieving revenues across the world. In strengthened in the past twenty years. channels, among which is the Disney and mobile phone usage safety, Hlapić 2007. retail sales of licensed products Here are a few other examples. The Channel. Croatia film, as the oldest pro- CLUB, Learning numbers and letters reached 71,25 billion dollars. on the south Korean character Pucca, the 10 duction house in Croatia carried on with with Hlapić… are only some which have western European market the value of year old niece of a gnocchi maker, who developing new projects connected to continuously been developed for years. licensed product sales is estimated to is in love with the ninja Garo, has more Hlapić in Croatia and it is still doing so The main characteristics of the brand, be more than 26 billion dollars. than 500 licenses across the world, today. “Respect our signs” – a project of the style guide, the settings of all vis- while “Bob the builder” has not had protection and the promotion of safety ual elements connected to Hlapić, his Focusing on foreign markets success in Korea because parents there for children in traffic, Hlapić sport – a regular re-design and modernisation After a period of growth on the domes- do not want their children to build and project which aims to educate children have carefully and through a long peri- tic and neighbouring markets, the main be involved in hard physical labour. about sport, fair play and healthy living, od of time been developed, so that they preoccupation of most companies that The japanese character Mashimaro always promote the basic, strate 100
- 103. ues Ivana Galić.“The only condition was in the area of dairy products and des- that the product be healthy and of high serts for children”, explains Ivana Galić. quality and that the company we were collaborating with, apart form being the Hlapić for all generations best in its sector, has the same corpo- More than 10 new products were manu- rate values as us.” factured and placed on the market this year: Hlapić fruit yoghurts, dairy des- High criteria serts, Hlapić chocolate, ice-creams, Today they have more than 500 mer- puddings, chocolate spreads, with dif- chandising products and more than 100 ferent yoghurts, chocolate milk, cereals licensed ones as a result of ten years for children and biscuits in preparation. of developing the brand. Every user The collaboration with the company of licensed rights takes part in all the Stanić shows that even on a small mar- activities of the project. Producers and ket like this a model of collaboration users of licensed rights collaborate with is possible, which not only offers high companies that offer projects which are quality products with added value but socially responsible and which offer the also has an economic base for further guidelines for upbringing of children that development and expansion. satisfy the highest criteria. Besides this, Hlapić is a success- Work on products predict- ful example of licensing and merchan- ed for children always carries a huge dising in Croatia and its surroundings, responsibility with it. “our position as because every new generation of chil- leaders in parts of education and com- dren calls for a new challenge and actu- munication with children, was proven ally demands a new beginning, explains many times and we are proving it every Ivana Galić and adds how this is what day. We can say with pride, that encourages them even though many by choosing the right partners doubted that it was possible to accom- and by constantly expand- plish such great success in such a small ing collaboration in the country in this field. area of license contracts, we “Hlapić is proof that a quality project, have created conditions for other with hard work and long term strategic children`s characters to find their way goals, can successfully live and develop in the same or similar manner,” says for decades to come”, concludes Ivana Ivana Galić. Galić. fear “Apart from the long and successful Marko Perić of the contract with Maraska (Hlapić juices), Egmont (picture books and colouring books), Zagreb`s pencil factory (school supplies), Gavrilović (meat products for unknown, children), Delfin (children`s party pro- collabora- grams), jadran sock factory (children`s tion logical- socks), Mobitel (SMS contents), last year ly began to expand we began an exceptionally successful into all industries that proved collaboration with the company Stanić, to be interesting for communication ANIMATED CHARACTERS with children. It was our view, that among other things, we were The development of a gic reference of the brand. encouraging the development Under the leadership of the of Croatian manufacturers and quality concept Managing director of Croatia Film Ivana showing that is was possible to Galić, Hlapić became a pioneer of produce a high quality product The Managing director of Globe, Yaakov Chai, created the licensing and merchandising in Croatia. “with a story”, which could suc- charming animated character Vipo 25 years ago, as “Taking into consideration that this cessfully be placed on the mar- a dog who by flying explores the whole world, while kind of collaboration and the usage ket”, says Ivana Galić. providing children with an easy way of getting of a children`s character used to be “Although, in the beginning to know different countries, people and cultures. unknown on our market, it demanded we could not count on seri- Chai points out that Vipo is not just an animat- a lot of persuasion, user education and ous profits from such contracts, ed character but simply a whole concept created a great amount of trust from Croatian we counted on the long term around this charming flying puppy, which includes managers. The road to serious licensing investment in our brand, its rec- everyday products, clothes, DVD`s, books. Up until now was hard and slow at the beginning. As ognisability and life in different there have been 26 episodes of this popular cartoon, the results were exceptional in a very segments of the economy, and we shown in over 100 countries across the world. short period of time, after surpassing were not mistaken”, contin- 101
- 104. An interview of Mr. Yaakov Chai the CEO of the Globe SA “Vipo stands for the whole concept” S pecific topics become idea insisted to come back to my group of three. So far there are 50 Yaakov Chai: It is fun to deal with always more and more mind. I thought how important this characters that have been created creativity and fantasy in contrast to important in the toy dog will be for the children and I for the episodes happening all over my technically orientated every day industry as demands played with the letters VIP until the the globe. business life and create non-violent grow. A display on a name Vipo emerged to my mind. and happy world accessible sales event has to be planned in a I turned to my nephew Ido Angel Question: Your profession actually for children. way that it wakes up an interest of who was writing and directing for lies in a totally different field. We have been building schools, buyers among hundreds of cinema. Can you tell about the activities hospitals and decent residential exhibitors. VipoLand GmbH is a I asked him to create a series for of your company? areas in Africa for about 20 years prime example. television that would be based on so all kinds of issues considering Vipo´s character. Yaakov Chai: VipoLand GmbH children have always been Question: CEo Yaakov Chai you I wanted the series have an added belongs to Globe International close to my heart. have invented and developed a value and I thought Vipo´s flying SA concern which operates in sympathetic character of the Vipo abilities could take him around the construction and real estate Question: You are creating a dog. When and how did you get this world to see new countries and fields whole new world on the basis of idea? meet new cultures and thus teach and Vipo, including different our children important issues relat- characters. It seems that you Yaakov Chai: Creativity interests ed to foreign traditions and cultural are creating a long term business me the most in my business. diversities. with Vipo which however is not Whether it is a new house to As excelling is always only a dog who enters childrens’ be planned or a factory to be very important to me, the rooms. managed -in my opinion it is always animation had to be per- What makes Vipo stand out more interesting how things are fect too. of the crowd? made than the things themselves, a Vipo needed a side- story is always more appealing. Yaakov Chai: Vipo is an This was quite natural already by unique creature because he then when my idea of Vipo was learns how to fly and visits dif- born 25 years ago. ferent countries and cultures In my initial images has by flying. been a flying dog with As the big, long ears – who third would have such a look in air- his eyes that could capture line hearts The Finnair has signed an agreement for airing the Vipo episodes on their flights to holiday of chil- dren. destinations. Already at that time I had the first kick and who in manufacturing “The adventures of the flying original drafts produced. would be a better companion than a for consumer goods. dog” is a perfect match for airlines migrating stork – that is how Henri and other ways entertaining people This image stayed like that for was born. Question: Do you consider Vipo as in the travel industry. quite a long time, I was busy with And of course we always need a an opposite to the technical orien- In my opinion it is essential and other projects. female too – and Betty the spoiled tated world? important that children from the Like all good things tend to do - this toy cat was added to the winning smallest toddler may learn to 102
- 105. tolerate and toaccept different and In short: for instance compared good life values mean and at the kind of people and habits in this more is to a quality of the other plush same time sharing funny facts world of ever growing globalisation to come toys our products are very about our globe. and also todays crisis-influenced next affordable. The first season of the time. autumn. Vipo has been so huge that Vipo is not only a single character The new Question: You give your we have known already for but a whole concept: 26 episode distributors the possibility to quite a long time that there will Meaning of the DVD´s , books and series is broadly expose the Vipo world. be another season of 26 new other lifestyle products is under With different displays you episodes. clearly educational aiming at learn- production guarantee an eye-catching and It will be even more adventures ing good manners and life values. and it will be visually charming effect. than the first season. Licensing agreements for What kind of reaction has been at We are all very excited about our manufacturing and your Vipo booth at the fair? future with Vipo. distributing purposes are signed all the time in many countries. Question: Nowadays, if one wants to position a brand, it Yaakov Chai: We are very is almost finished content about the amount of essential during this summer. visitors at the fair. to include TV Moreover we have TV series and the products or other media. Is this substantial marketing and created on the basis of them also considering Vipo? PR activities as well as we have attract our clientele. control over own website “Vipoclub” We have made the experience Yaakov Chai: It is of course a very whose membership grows every that Vipo concept has been important point in our considera- day. received fine among retail and a tion to make Vipo well-known for In this club the club members wholesale business. the public. can deal with interactive and Especially with the international We have produced a TV series educational games. firms we have established considering 26 episodes, which are They also get all the Vipo news many contacts which are very aired on TV channels, now in more and Vipo products are sold essential for the purposes of the than 100 countries: on-line as well. entire Vipo business. In Europe, Asia, Africa, Middle-East The Amo oy is the distributor and USA. In Finland we are happy to Question: What is the price range in Finland and the marketing have MTV 3 junior channel for Vipo and his friends? decision makers were excited airing the Vipo series three times a about the Finnish talking Vipo week in prime time for the Yaakov Chai: Since we focus plush toys. audience of children. very much on high quality and The Sandrew Metronome in since we have invested a lot in the Vipo series is aiming to provide Finland has published two DVD´s a production of the materials, high quality entertainment for half a year ago. we can guarantee an excellent children all over the world by They consider five episodes each price-quality ratio. educating what friendship and 103
- 106. The importance ofa strong quality, recognisable and characteristic brand The world`s licensing industry was worth around 170 billion dollars in 2008., from which the USA generated around 110 billion dollars, while from that around 5,81 billion came from royalties. At the same time the European licensing industry was worth around 34 billion dollars I f we look at licensing as a form were not interested before or have his- years and the ones that stand out are see means to capitalize on the advan- of business, we should certainly torically been uninterested in a prod- Konzum, Mercator, Kaufland, Lidl, Getro tages of one or more of such well estab- understand the key concepts that uct or service. In the end, this is the and others. lished brandsorganic growth can be define this business model as more way of achieving credibility for the In the global game of today`s com- difficult, especially in today`s economy. and more profitable, especially in breakthrough into new market sec- petitive surroundings every available one of the ways of progress is creating the global surroundings of today`s world tors through product extension and for resource is necessary for the build- a brand portfolio with different brands, economy. securing additional retail space and ing of a brand. Licensing is a power- something that could include the acqui- In creating a licensed product, licens- benevolence. ful tool for brand building and it is often sition of rights to the ing brings the possibility of commer- Paris Hilton is an interesting example not used enough. For many, licensing is outside brand, in other words brand cial usage, a stronger presence and an because she was built into a product by an unknown marketing discipline with licensing (licensing of labels). increase of brand awareness or own- the agency Beanstalk after many years many more questions than answers. This type of business strategy implies ership. of researching her brand characteristics. Nevertheless, corporate brand licens- capitalizing on the established market This can be done by rising brand only after this, a license program project ing is still one of the fastest growing value of the brand instead of creating a presence in retail or ensuring new pos- was drawn up which was connected to areas of the licensing business. completely new brand. sibilities of distribution. Experts claim the name Paris Hilton and a brand was A big product without big branding The end result is faster acquiring of that this is the way to support and created. leads nowhere and the building of a rec- new business and at the same time strengthen the basic value through “col- Licensing is one of the most excit- ognized brand, the creating of affiliated benefits from consumer recognition and laboration” with a licensed product or ing activities of the marketing mix. Many associations and label loyalty takes up a loyalty. service or a category like, for example, owners of market labels – brands - pay lot of time and investment. To be a licen- Zvonko Galić a connection with healthy foods or high big attention to the idea that their labels fashion. acquire a value that can be used in We should not forget the possibili- areas outside of their current existence ties of opening a new market because ( areas in which they have become well this sometimes represents a big prob- known and in demand ). lem due to smaller resources, but with The fundament itself, the core of val- licensing this is much easier to achieve. ues that the brand represents can be In the end, all of this generates new used for realization of added income income, which is of great importance which can directly contribute to the for a business model, with a little par- strengthening of its base. ticipation of added financial and other The world`s licensing industry was resources. worth around 170 billion dollars in 2008., from which the USA generated An increase of interest around 110 billion dollars, while from Besides for the licensor, the license that around 5,81 billion came from roy- program is certainly a good source of alties. At the same time the European income for the licensee also, which ena- licensing industry was worth around 34 bles the increase of business. billion dollars. The key advantage for the licensee (especially for manufacturers and retail- Private labels ers) is a sure opportunity to significantly Inside this, character and entertainment increase consumer interest for a product licensing (licensing of mascots and or service. This can be done by passing fun) makes the largest part of activi- on values and the consumer preference ties on around 44 percent of the market. towards ownership on a licensed prod- Corporate brands and trademarks (cor- uct or service. At the same time there is porate labels and logos) make around the possibility of adding value to a prod- 19 percent, sport makes up 14 percent, uct or service, differentiation to com- collegiate (academic) 3 percent and 3 petitive products and receiving addition- percent form arts. al marketing support through activities Stores have a tendency to start- that support the basic meaning of licen- ing their own labels which can also be sor ownership. licensed as to become more attractive We should not forget the attractive- to consumers. This has become a fre- ness for new targeted markets which quent case in Croatia in the past few 104
- 107. Važnost jakog, kvalitetnog, prepoznatljivog i karakternog brenda Svjetska industrija licenciranja bila je 2008. vrijedna oko 170 milijardi dolara u trgovini, od čega SAD generira oko 110 milijardi dolara, a od toga oko 5,81 milijardu dolara autorskih prava. Istodobno je u Europi industrija licenciranja vrijedila oko 34 milijarde dolara K ad se promatra licenciranje odnosno kategorijom kao što je Ključna je prednost za primatelja Vlastite robne marke kao oblik poslovanja, treba primjerice povezanost sa zdravom licencije (osobito proizvođača ili trgov- Unutar toga, character and enterta- svakako shvatiti ključne poj- hranom ili vrhunskom modom. ca) sigurna prilika da znatno pove- inment licensing (licenciranje masko- move koji taj poslovni model Nikako se ne smije zaboraviti ća zanimanje potrošača za proizvod ili ta i zabave) čini najveći dio aktivnosti s definiraju kao sve isplati- mogućnost otvaranja novih tržišta, jer uslugu te prodaju proizvoda ili usluga. oko 44 posto viji, pogotovo u globalnom okruženju to ponekad predstavlja prevelik To može učiniti prijenosom vrijedno- tržišta, corporate brands and trademar- današnjega svjetskog gospodarstva. problem zbog manjih resursa, no sti i naklonosti potrošača prema vla- ks (korporativne robne marke i zaštit- U stvaranju licencnog proizvoda licen- licenciranjem je to mnogo lakše postići. sništvu na licencirani proizvod ili uslu- ni znakovi) čine oko 19 posto, 14 posto ciranje donosi mogućnost komercijal- Sve to na kraju generira nove priho- gu. Pritom mu je omogućeno pružanje sport, moda 14 posto, collegiate (fakul- nog iskorištavanja, jačanja prisutnosti de, što je za poslovni model vrlo važno, dodane vrijednosti proizvodu ili usluzi i tetski) 3 posto, te umjetnost 3 posto. te povećanja poznatosti brenda ili vla- uz malo sudjelovanje ili uključivanje diferencijacija od konkurentske ponu- Trgovine su sklone i pokretanju vla- sništva. dodatnih financijskih i drugih resursa. de te dobivanje dodatne marketinške stite robne marke koja također može To je moguće učiniti uz povećanje potpore kroz aktivnosti koje pronose biti licencirana i tako steći veliku atrak- prisutnosti u maloprodaji ili osigura- Povećanje zanimanja temeljno značenje vlasništva koje pro- tivnost. To je posljednjih godina sve vanjem novih mogućnosti distribucije. osim za davatelja licencije, licencni je vodi davatelj licencije. češći slučaj i u Hrvatskoj, a u tome se Stručnjaci tvrde da se time omogućuje program svakako dobar izvor prihoda i Ne smije se zaboraviti ni atraktiv- ističu Konzum, Mercator, Kaufland, Lidl, podupiranje i osnaživanje osnovne za primatelja licencije, kojemu nost, privlačnost za nova ciljana tržišta Getro i drugi. vrijednosti kroz ‘udruživanje’ s omogućuje povećanje obima koja prije nisu bila zainteresirana ili su U globalnoj je utakmici u današnjem licenciranim proizvodom ili uslugom poslovanja. povijesno nezainteresirana za proizvod konkurentnom okruženju potreban ili uslugu. Na kraju se time omoguću- svaki raspoloživi resurs za izgradnju je dobivanje kredibiliteta za ulazak u brenda. Licenciranje je snažan alat za nove tržišne niše odnosno tržišne sek- izgradnju brenda koji je često premalo tore kroz ekstenziju proizvoda, te stje- iskorišten. Za mnoge je brend licenci- canje dodatnih maloprodajnih prostora ranje nepoznata marketinška disciplina i naklonosti. s mnogo više pitanja nego odgovora. Zanimljiv primjer je Paris Hilton Ipak, korporativno licenciranje bren- jer je stvorena kao proizvod agencije da i nadalje je jedno od najbržerastućih Beanstalk nakon višegodišnjih istraži- područja licencnog biznisa. vanja njezinih brend karakteristika. Velik proizvod bez velikog brenda Tek je nakon toga izrađen projekt ne vodi nikamo, a izgradnja priznatog licencnog programa veznog uz ime brenda, stvaranje pripadajućih asoci- Paris Hilton i od nje stvoren brend. jacija i stvaranje lojalnosti marki uzima Licenciranje ostaje kao jedna od puno vremena i ulaganja. Biti kori- najuzbudljivijih aktivnosti marketinškog snik licencnih prava znači kapitalizira- miksa. Mnogi vlasnici tržišnih marki ti prednosti jednog ili više takvih dobro - brendova - obraćaju pozornost na etabliranih brendova. ideju da njihove marke steknu vrijed- organski rast može biti težak, pose- nost koja se može iskoristiti u područ- bice u današnjoj ekonomiji. jedan je jima izvan njihova trenutačnog posto- od putova napretka stvoriti brend por- janja (područja na kojima su postale tfelj s više brendova, nešto što bi moglo poznate i tražene). Sam fundament, uključivati jezgra vrijednosti onoga što brend stjecanje prava na vanjski brend, znači može se koristiti za ostvarenje drugim riječima - brand licensing dodatnog prihoda koji može izravno (licenciranje robnih marki). pridonijeti jačanju njegove osnove. Taj tip poslovne strategije podra- Svjetska industrija licenciranja bila je zumijeva kapitaliziranje na utvrđenoj 2008. vrijedna oko 170 milijardi dola- tržišnoj vrijednosti marke umjesto stva- ra u trgovini, od čega SAD generira ranja potpuno novog brenda. oko 110 milijardi dolara od čega oko Krajnji je rezultat brže stvaranje 5,81 milijardi dolara autorskih prava. novih poslova te istodobna korist od Istodobno je u Europi industrija licenci- potrošačkog priznanja i potrošačke ranja u vrijedila oko 34 milijarde dolara. lojalnosti i odanosti. Zvonko Galić 105
- 108. BECAME A MEMBER POSTANI ČLAN Through regional and national events, seminars, exhibits, and publishing, LIMA as not-for-profit association is the international rallying point for organizations interested in learning about and participating in the business of licensing. LIMA offers a full range of business-related services and information resources to help members succeed. Kroz regionalne i nacionalne događaje, seminare, izložbe i nakladničku djelatnost, ova neprofitna asocijacija je međunarodno stjecište i ishodište za sve organizacije i pojedince koje zanima stjecanje znanja, upoznavanje i sudjelovanje u poslovima licenciranja. LIMA nudi cijeli niz poslovno orijentiranih servisa te izvora informacija i drugih sredstava kojima pomažu članovima ostvariti uspjeh. 106
- 109. Founded in 1985,LIMA is the largest world-wide organization representing companies and indi- viduals in the marketing of licensed products. If you’re very serious about licensing your products or intellectual property, you should become a member of LIMA and exploit the services, including a monthly magazine, they offer you. LIMA sponsors several world-wide licensing conventions and networking events-these will cost you additional money, but keep in mind that a fairly large pro- portion of licensing deals originate-and finish-at licensing or manufacturing conventions. The LIMA site’s calendar gives you a good run-down of international networking and conference events. Most valuable to you in your fledgling enterprise is LIMA’s free online international direc- tory of licensing agents at www.licensing.org/agents/LicensingAgents.cfm. It is the most compre- hensive directory available on the Internet. LIMA membership offers you several resources. Membership gives you access to the largest online database of international manufacturers, licensing agents, and licensees in the world. You also receive a printed copy of LIMA’s Who’s Who, which I have found to be an invaluable resource in negotiating the world of licensing agents and manufacturers-everyone who is serious about licensing should have this book on their desk! Membership also includes educational resources and seminars, including a certificate program, the Certificate of Licensing Studies. Membership dues are based on a sliding scale of revenues-the lowest end of the scale (no revenues) means you’ll be investing $750 to be a member for one year. Utemeljena 1985, LIMA je najveća svjetska organizacija koja predstavlja tvrtke i pojedince na tržištu licenciranih proizvoda. Ako ste jako ozbiljni u odluci da licencirate svoje proizvode ili intele- ktualno vlasništvo, svakako biste trebali postati član organizacije LIMA i koristiti njene usluge, uključujući mjesečni časopis, koje vam se nude. LIMA sponzorira nekoliko velikih događanja u svijetu na temu licenciranja - konvencija i networkinga; to će vas koštati dodatni novac, ali imajte na umu da najveći dio konkretnih licencnih poslovnih dogovora potječu i završavaju – na takvim poslovnim okupljanjima trgovaca i onih koji se bave licenciranjem. LIMA web site kalendar daje dobar aktualni pregled svih važnijih događaja međunarodnog licensing networkinga i konferencija. Najzanimljiviji za vas mogao bi biti besplatni LIMA online međunarodni direktorij agenata koji se basve licenciranjem u www.licensing.org/agents/LicensingAgents.cfm. To je najobuhvatniji imenik dostupan na internetu. Ipak, svatko iole upućen u licensing i ovu vrstu poslovanja preporučit će vam da se prvo upoznate sa iskustvima i praksom licensing businessa, a za vaš konkretan upit dobro je da se upoznate s regionalnim predstavnikom organizacije LIMA. On bi vam mogao dati dragocjene 'smjerokaze' i pomoći vam da se kvalitetno orijentirate. LIMA članstvo nudi nekoliko resursa. Pristupanjem u članstvo dobivate pristup u najveću online bazu podataka međunarodnih proizvođača, licencnih agenata i davatelja licenci u svijetu (vlasnika i zastupnika licencnih prava). Možete također dobiti tiskani primjerak knjižice LIMA Who's Who, za koju su upućeni pronašli da je neprocjenjiv resurs u pregovorima sa svijetom agenta i proizvođača licencnih programa i proizvoda - u svakom slučaju svatko tko je ozbiljno u licen- ciranju treba imati ovu knjigu na svom radnom stolu! Članstvo također uključuje i obrazovne resursa te seminare, uključujući i certificirani program, Uvjerenje o studiju licenciranja - The Certificate of Licensing Studies, posebice za one koji bi licenciranje odabrali za životni poziv ili se njime ozbiljnije bavili. Članarine se temelje na kliznoj skali prihoda – najniža na kraju ljestvice (bez prihoda) znači da ćete investirati 750 dolara da budete član za jednu godinu 107
- 110. “Brand owners cannotthebenefitsto licensing. afford not investigate of ” Charles M. Riotto, president of the International Licensing Industry Merchandisers' Association (LIMA), explains the appeal of licensing. "Licensing is one of the most powerful and cost effective forms of marketing and brand extension. Even the most well-established brands need to maintain a presence before their loyal customers, and try to reach out to potential new loyalists." He continues, "Licensing generates recognition, maintains ongoing brand awareness and can also reinforce brand image by bridging the brand and its message into different segments of the retail environment. It's primarily a means of multiplying viewer impressions and expanding consumer association." According to Riotto, brand owners cannot afford not to investigate the benefits of licensing. "In this highly competitive age, even well-known brands need to be as visible as possible. They are a valuable asset that must be maintained and kept up-to-date. A strong licensing program can accomplish these objectives while driving sales of the core product and creating a significant royalty revenue stream." “Vlasnici branda ne moguprednosti licenciranja si priuštiti da ne istraže ” „Licenciranje je jedan od najmoćnijih i troškovno najučinkovitijih oblika marketinga i ekstenzije brenda. Čak i najbolje uspostavljeni brendovi trebaju održati svoju prisutnost među i pred svojim lojalnim kupcima, ali i pokušati doprijeti do potencijalnih novih vjernih konzumenata. " Zatim nastavlja: "Licenciranje generira priznanje, održava u tijeku svijesti o brandu i također može pojačati imidž premošćivanjem branda i njegove poruke u različite segmente maloprodaje i okoliša na prodajnom mjestu. To je prije svega sredstvo 'pojačanog odašiljanja poruke' brenda, naime umnažanje impresija i širenje asocijacije na brend u potrošača. " Prema Riottu, vlasnici branda ne mogu si priuštiti da ne istraže prednosti licenciranja: "U ovom vremenu izrazito velike i oštre konkurencije, čak i dobro poznati brandovi trebaju biti vidljivi što je više moguće (biti što više vidljivi na što više mogućih mjesta). Oni su vrijedne imovine, nematerijalne vrijednosti koja se mora održavati i držati up-to-date. Snažan i dobro proveden program licenciranja može ostvariti ove ciljeve istodobno jačajući prodaju glavnog (matičnog) proizvoda i stvarajući značajan prihod od ustupljenog prava na korištenje brenda tzv. royalty.“ 108
- 111. LIMA is theLicensing Industry Merchandisers' Association: This is the only industry body for the licensing industry. Member companies representing everything from major movie and TV studios and mega corporate brands down to individual artists. Originally twelve members, it now has offices in New York, London, Munich, Tokyo, Shanghai, Hong Kong, Milan, Barcelona, Zagreb, New Delhi. LIMA’s main objective is to work together with licensors and licensees for the advancement of professionalism in licensing through research, national and international seminars, trade events and publications. LIMA. The Licensing Industry Merchandisers' Association. Tvrtke članice obuhvaćaju cjelokupni spektar unutar industrije licenciranja, od velikih filmskih i TV studija i mega korporativnih brandova sve do individualnih stvaratelja (umjetnika). Izvorno počevši sa svega dvanaest članova osnivača, sada ima urede u New Yorku, Londonu, Münchenu, Tokiju, Šangaju, Hong Kongu, Milanu, Barceloni, Zagrebu, New Delhiju. Središnji zadatak asocijacije LIMA je raditi zajedno s davateljima i primateljima licenci na unaprijeđenju profesional- nosti u licenciranju kroz istraživanja, nacionalne i međunarodne seminare, organizaciju konferencija, događaja i drugih priredbi o trgovini licencencnim pravima, programima i proizvodima, objavljivanje stručnih publikacija. LIMA New Europe main goal is to help foster better licensing skills and an improved understanding of the licensing industry for those currently working in or looking to enter the industry. LIMA New Europe will happily promote your big licensing stories as a part of our overall communications strategy. Contact us today! LIMA New Europe ima za glavni cilj pomoći poticati i unaprijeđivati vještine licenciranja te bolje razumijevanje industrije licenciranja za one koji se trenutno licenciranjem bave ili pak žele ući i okušati se u licenciranju. LIMA New Europe neposredni je dio globalne zajednice svih zainteresiranih za licenciranje, izravna spona sa krovnom svjetskom organizacijom te ključni kontakt za komunikaciju sa vlasnikom ili zastupnikom bilo koje od traženih licenci. LIMA New Europe također pruža potrebnu edukaciju, povezuje tvrtke i pojedince putem networkinga, pomaže u nalaženju resursa da se definira vlastiti property ili generira licencni program bilo koje tvrtke, institucije ili pojedinca iz zemalja Nove Europe. LIMA New Europe rado će promovirati vaš uspjeh ili vašu veliku priču o licenciranju kao dio sveukupne globalne komunikacijske strategije. Kontaktirajte nas još danas! LIMA New Europe Regional Representative: Željko William Krnjak M: +385 99 813 94 69 Zakmardijeve stube 4 M: +385 91 660 87 37 10000 Zagreb E: wkrnjak@licensing.org Croatia W: www.licensing.org/neweurope 109
- 112. PRoPERTY INDeX 5x30+ Bruno Prpductions Elephant Princess Fremantle Licensing Germany GmbH Alchemy Gotic Live d.o.o. Emil Plus Licens AB Alvin and the Chipmunks Twentieh Century Fox Consumer Products Euro 2008 European Licensing Company American Retro Museum Plus Licens AB Everything that counts (TV-Series) Fremantle Licensing Germany GmbH Among Us (TV-Series) Fremantle Licensing Germany GmbH Family Guy Twentieh Century Fox Consumer Products Angel Cat Sugar Bruno Prpductions Fendt Berg Toys Angels Friends Live d.o.o. Ferrari Berg Toys Arthur Creata Flora’s Hill Plus Licens AB Arthur and the Two Worlds War Bruno Prpductions Forbidden love (TV-Series) Fremantle Licensing Germany GmbH Asterix Plus Licens AB Garfield Plus Licens AB Avatar Twentieh Century Fox Consumer Products Glee Twentieh Century Fox Consumer Products Bakugan Live d.o.o. Good times Bad times (TV-Series) Fremantle Licensing Germany GmbH Bang on the Door Fremantle Licensing Germany GmbH Gormiti Plus Licens AB Barbie Live d.o.o. Got Talent (TV-Show) Fremantle Licensing Germany GmbH Barcelona European Licensing Company H2o – just add Water Fremantle Licensing Germany GmbH Batman European Licensing Company Harley-Davidson Live d.o.o. Ben 10 European Licensing Company Harry Potter European Licensing Company Ben10 Live d.o.o. Hasbro properties Plus Licens AB Betty Boop Live d.o.o. Hello Kitty Live d.o.o. Beyblade Live d.o.o. Hello Kitty Plus Licens AB Blue Dragon Plus Licens AB Hexe Lilli und die Reise nach Mandolan Fremantle Licensing Germany GmbH Calimero Bruno Prpductions Hlapić / Lapitch Croatia film Cartoon Network European Licensing Company Hulk Live d.o.o. Charmmy Kitty Live d.o.o. Ice Age Kidz Entertainment/ EEMC A/S Chorion properties Plus Licens AB Ice Age Franchise Twentieh Century Fox Consumer Products Chuggington Plus Licens AB IchigoIchie Plus Licens AB City of Friends Plus Licens AB Idols (TV-Show) Fremantle Licensing Germany GmbH Claas Berg Toys jeep Berg Toys Coca-Cola Licensing Brands, Inc. john Deere Berg Toys Coca-Cola Shanghai EXPo 2010 Licensing Brands, Inc. juventus European Licensing Company Coca-Cola Vancouver 2010 Licensing Brands, Inc. Karlsson-on-the-Roof Plus Licens AB Converse Allstar Live d.o.o. Kidz Next Door European Licensing Company Cookie jar properties Plus Licens AB Kuromi Live d.o.o. Cool 2 be American Licensing Brands, Inc. Laban the Little Ghost Plus Licens AB CopCorp properties Plus Licens AB Little Anna Plus Licens AB Property Index Cubes&Crayons Licensing Brands, Inc. Little Pink & Brokiga Plus Licens AB Dance Academy Fremantle Licensing Germany GmbH Lonsdale Live d.o.o. Danger Mouse Fremantle Licensing Germany GmbH Looney Tunes European Licensing Company Diary of a Wimpy Kid Twentieh Century Fox Consumer Products Lord of the Rings European Licensing Company Discovery Brands Fremantle Licensing Germany GmbH Lucasfilm properties Plus Licens AB 110
- 113. PRoPERTY INDeX Lyric Emi Plus Licens AB The A-Team Twentieh Century Fox Consumer Products Manchester United European Licensing Company The Champions League European Licensing Company Mashimaro Fremantle Licensing Germany GmbH The Golden Compass European Licensing Company Merlin (TV-Series) Fremantle Licensing Germany GmbH The jungle Book Plus Licens AB MGM properties Plus Licens AB The Little Prince Plus Licens AB Mondo TV European Licensing Company The Majors Licensing Brands, Inc. MoshiMoshiKawaii Plus Licens AB The Price is right (TV-Show) Fremantle Licensing Germany GmbH MoTo GP Live d.o.o. The Simpsons Twentieh Century Fox Consumer Products MTV Networks/Nickelodeon properties Plus Licens AB The Simpsons Kidz Entertainment/ EEMC A/S Naruto Plus Licens AB Thomas & Friends Kidz Entertainment/ EEMC A/S NBA Live d.o.o. Tibor Damir Čivrak project NBA European Licensing Company TMNT Live d.o.o. NHL Plus Licens AB Toei Animation properties Plus Licens AB ocean Pacific Live d.o.o. Tom and jerry European Licensing Company Pandou Creata Totally Spies Plus Licens AB Paramount properties Plus Licens AB Twisted Whiskers Bruno Prpductions Peanuts Worldwide properties Plus Licens AB UCLA Plus Licens AB Penley Licensing Brands, Inc. Ul13 Alchemy Live d.o.o. Pippi Longstocking Plus Licens AB Universal properties Plus Licens AB Power Puff Girls European Licensing Company VIPo Creata Power Rangers Kidz Entertainment/ EEMC A/S VIPo – Adventures of The Flying Dog VIPo Land GmbH Professor Balthazar Ultra link d.o.o. VIPo & Friends – Surviving Time Island VIPo Land GmbH Proseed Flour Licensing Brands, Inc. Warner Bros European Licensing Company Rebecca Bonbon Fremantle Licensing Germany GmbH WINX Live d.o.o. Remembering 9-11-01 Licensing Brands, Inc. Wooly Bruno Prpductions Rio Twentieh Century Fox Consumer Products Wrestling European Licensing Company Sanrio properties Plus Licens AB X Factor (TV-Show) Fremantle Licensing Germany GmbH Scooby Doo European Licensing Company Zelosport Licensing Brands, Inc. Secret Agent Izzy janus Interactive/Fun Factory ZhuZhu Pets Kidz Entertainment/ EEMC A/S Sesame Workshop properties Plus Licens AB Zorro Plus Licens AB Skechers Live d.o.o. Skelanimals Live d.o.o. Snoopy Live d.o.o. Soft Spots Bruno Prpductions Properti Index Spider-Man Live d.o.o. Sprayground Live d.o.o. Star Wars Plus Licens AB Superman European Licensing Company Tatto johnny Live d.o.o. Teletubbies Plus Licens AB 111
- 114. FLooR PLAN eXHIBItION FLOORPLAN EXHIBITION - SHOW HALL “KORNATI” PRESS CENTRE BERG BUSINESSLOUNGE O RGANIZERS TOYS OFFICE BUSINESS.HR PANDOU EPM COMMUNI CATIONS GRAL HABY FREMANTLE PLUS LIMA LICENSING CLINIC LARIS LICENS MEDIA NEW ORBIS EUROPE PANEKS LICENSING RANDS INC. B KAZACHOK BRUNO PRODUCTIONS REST KIDZ AREA EEMC LIVE ULTRALINK 20thCentu y Fox r GUIDE TO THE LICENSING VIPO W ORLD ELC CROATIA ENTRANCE TOTAL ENTRANCE TIBOR EURO PACORP LICENSING W ARNER B ROS FILM CARTOON NETW ORK Floor Plan Exhibiton 112
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- 118. The besT brands in easTern europe russia denMarK (hQ) poLand CzeCh hunGarY a few of the brands we represent: Pattern Tile ThE SiMPSonS TM & ©2010 Twentieth Century © 2010 Cepia LLC. Zhu ZHu PetzTM logos, names and SBGLU003 related indicia are trademarks of and copyrighted by Cepia Fox Corporation. All rights reserved. LEGO and the LEGO logo are trademarks LLC. All rights reserved. of the LEGO Group. ©2010The LEGO Group Pattern Tile © 2010 Gullane (Thomas) Limited ©Takafumi Adachi MFBE Project, TV © Peyo - 2010 - Licensed through I.M.P.S. (Brussels) - www.smurf.com kidz entertainment/eemC a/S | Vesterbrogade 35, 2nd Floor | 1620 Copenhagen V, denmark | tel: (+45) 33 55 61 00 | www.kidz-entertainment.com | sales@kidz-entertainment.com