Download to read offline
![4
TOTAL LICENSING NEW EUROPE
FEATURES
Info / News......................................................6
[Licensing] Info & Deals around the globe
Cover Story:Winx Club ..............................18
Winx Club Celebrates 10 years &
Interview with Kira Plastinina and LorenaVaccari
Kids LicensesTrends 2014 ..........................26
Spielwarenmesse 2014 license trends
Licensing Forum Moscow............................30
Overview of Russian licensing event
Russia - Market Research............................38
Synovate Comcon Conference report - byVestnik
Russia - A Market Overview .......................40
Report by Philippe Guinaudeau, Kidz Global
BIG Interview: Peter Maffay........................42
Interview with German rock superstar
Germany - Licensing News &Trends..........46
Day of Licenses in Cologne & more - by Brandora
Otto Schmidt................................................50
Interview with Russian artist
Mr Freeman, who are you ? ........................52
Brand Licensing Proces Step by Step
Part 2, Steps 5-8 - by Pete Canalichio ...........54/58
Turkey - Licensing News &Trends ............ 62
Licensing market trends - by HamdullahYalvak
TinkerToys &Trademark programs...........64
Both need planning to build something ....
Poland Now!..................................................66
Market opinion by JanuszTarasziuk
What’s On.....................................................68
Welcome to the Spring 2014 edition of Total Licensing
New Europe magazine – the ONLY magazine that spe-
cifically covers the licensing industry in Russia, the CIS,
Central and Eastern Europe.
Throughout 2014,Total Licensing New Europe will con-
tinue to bring readers information, insights and research
into the vast New Europe region. New Europe is term
which describes the region comprising 35 countries
with more then 500 million people and a highly growing
interest in brands and licensed products.
Launched in April 2012,Total Licensing New Europe cel-
ebrate its 2nd birthday and ourTotal Licens-
ing flagship magazine is celebrating 11 suc-
cessful years! With almost 100.000 readers
in 105 countries we can proudly say that the
Total Licensing group – now consisting of 6
different editions - is the leading global pub-
lisher of magazines specializing in licensing
and merchandising.
Francesca Ash Goran Kernyak Jerry Wooldridge
Publisher Editor Sales Director
francesca@totallicensing.com goran@totallicensing.com jerry@totallicensing.com
Добро пожаловать в нoвoе издание журнала 2014
года. Total Licensing New Europe – ЭДИНСТВЕННЫЙ
журнал, который конкретно охватывает отрасль ли-
цензирования в России, странах СНГ, Центральной
и Восточной Европе. На протяжении 2014 года, Total
Licensing New Europe по-прежнему будет приносить
читателям информацию, идеи и исследования из це-
лого региона Новой Европы. Новая Европа термин,
который описывает регион, включающий 35 стран и
более чем 500 миллионов людей, с высоко растущим
интересом к брендам и лицензионным продуктам.
Это издание, Total Licensing New Europe запущенное
в апреле 2012 года отмечает свой другый
день рождения, а наш ведущий журнал
Total Licensing отмечает 11 успешных лет! У
нас почти 100,000 читателей в 105 странах.
Мы с гордостью можем сказать, что Total
Licensing – состоит из 6 различных изда-
ний, и это глобальный издатель журналов,
который специализируется в области ли-
цензирования и мерчандайзинга.
Publisher
Francesca Ash
francesca@totallicensing.com
Editor
Goran Kernyak
goran@totallicensing.com
Sales Director
Jerry Wooldridge
jerry@totallicensing
Editorial
Becky Ash
becky@totallicensing.com
Advertising Sales
James Ash
james@totallicensing.com
Subscriptions
subscriptions@totallicensing.com
Contributing Writers
Danny Simon
HamdullahYalvak
Janusz Tarasziuk
Pete Canalichio
Philippe Guinaudeau
Vestnik of licensing market.
Total Licensing
New Europe Office
Goran Kernyak
Business Development
Manager
Marijane Radev 4
HR-10000 Zagreb
Croatia
tel: +385 1 3865 564
mobile: +385 99 202 33 93
goran@totallicensing.com
Head Office
Total Licensing Ltd
4 Wadhurst Business Park
Faircrouch Lane
Wadhurst, East Sussex
TN5 6PT, UK
Tel: +44 1892 782220
Fax: +44 1892 782226
www.totallicensing.com
© 2014Total Licensing Ltd
All illlustrations are reproduced by
permission of their owners.
Spring 2014
Весна 2014
Welcome • Willkommen • Benvenuti • Bienvenidos • Mirë se vini • Pari yegak •
Shchyra • zaprashájem • Dobro došli • добре дошъл • Vitame vás • Tere tulemast
• Καλώς ήλθατε • Kalos orisate • Isten hozta • Khosh keldiniz • Aalzhy polyngar •
Esiet sveicinati • Sveiki • Dobre dojdovte • Witajcie • Bun venit • Vitajte • Dobrodošli
• Hoş • Geldiniz • Laskavo prosimo • добро • пожаловать • Vítáme tĕ • Шчыра
запрашаем • mobrdzandit • üdvözlet • dobredojde • bine aţi • venit](https://image.slidesharecdn.com/tlneweuropespring2014-150331125503-conversion-gate01/85/Total-Licensing-New-Europe-Spring-2014-issue-4-320.jpg)
![TOTAL LICENSING NEW EUROPE
34
NICKELODEON ПОЛУЧИЛ
ЗВАНИЕ «ЛУЧШЕГО ДЕТСКОГО
ТЕЛЕКАНАЛА»
По результатам зрительского го-
лосования телеканал Paramount
Comedy стал победителем в но-
минациях «Телеканал сериалов»
и «Развлекательный телеканал»,
а Nickelodeon получил звание
«Лучшего детского телеканала».
Ранее Nickelodeon уже становился
двукратным лауреатом премии по
версии жюри, а в этом году луч-
шим его назвали и зрители.
Торжественная церемония на-
граждения победителей премии
«Большая цифра» прошла в рамках
16-й международной выставки и
форума CSTB’2014 - главного еже-
годного события телевизионной и
телекоммуникационной отраслей
России и стран СНГ. «Наша победа
в зрительском голосовании стала
подтверждением того, насколько
хорошо мы знаем нашу аудиторию
и ее предпочтения. И, конечно, за-
лог победы – это качество нашего
контента и правильная стратегия
развития каждого из телекана-
лов», - прокомментировала победу
Nickelodeon и Paramount Comedy
генеральный директор VIMN Рос-
сия, СНГ, Украина, Прибалтика Еле-
на Бальмонт.
По мнению руководства VIMN
свой вклад в получение
премии внесли и те
положительные резуль-
таты, которых Paramount
Comedy и Nickelodeon
удалось добиться в 2013
году в России. Например,
Paramount Comedy обе-
спечил доставку россий-
ским зрителям качествен-
ного западного контента
(новые сезоны «Теории
Большого Взрыва» и
«Южного парка» в популярной
озвучке проектов «Кураж-Бамбей»
и Евгения Рыбова соответственно)
в максимально короткие сроки
после глобальной премьеры. По-
мимо этого, к декабрю 2013 года
среднесуточный охват аудитории
Paramount Comedy в возрасте от
18 до 34 лет вырос на 112% по
сравнению с аналогичным пе-
риодом 2012 года[1]. Телеканал
Nickelodeon в 2013 впервые вы-
шел на рекордные показатели те-
лесмотрения, сравнимые с резуль-
татами эфирных каналов, он стал
платным каналом №1 в России по
доле телесмотрения [2]. В ноябре
2013 года Nickelodeon отметил
15-летний юбилей вещания в Рос-
сии и предстал перед зрителями
в обновленном формате. В 2013
году помимо премьер новых шоу
телеканал впервые показал в эфи-
ре нескольких полнометражных
фильмов для всей семьи.
В планах каналов Paramount
Comedy и Nickelodeon на 2014 год
дальнейшее развитие предло-
жения для российских зрителей.
Самой ожидаемой премьерой
Nickelodeon в 2014-м году станет
запуск второго сезона сериала
«Черепашки» в феврале, а самым
популярным шоу – церемония
вручения ежегодной премии Kids
Choice Awards, которая пройдет
в конце марта в Лос-Анджелесе.
Paramount Comedy планирует
начать показ лучших зарубежных
полнометражных комедий, про-
должить работу над выпуском
собственного контента, а также
привезти в Россию популярные
сериалы и новые выпуски концер-
тов лучших зарубежных стенд-ап
артистов.
ПЕРВЫЕ ИТОГИ КИНОПРОКАТА
АНИМАЦИОННОЙ ЛЕНТЫ
«БЕЛКА И СТРЕЛКА. ЛУННЫЕ
ПРИКЛЮЧЕНИЯ»
Кассовый сбор лишь за один
день проката популярного пол-
нометражного фильма «Белка и
Стрелка. Лунные приключения»
составил 4,5 млн. рублей или 130
тыс. долларов США, что позволило
данному мультфильму войти в
пятерку российского кинопроката
наряду с такими блокбастерами,
как «Волк с Уолл-Стрит», «Вий», «В
спорте только девушки». Кино-
прокат сиквела полюбившейся
зрителям анимационной ленты
«Белка и Стрелка. Звездные Соба-
ки», выпущенной кинокомпанией
«КиноАтис» в 2010 году, стартовал
6 февраля 2014 года.
По итогам первого уик-энда про-
должение мультфильма о забав-
ных приключениях собак-космо-
навтов «Белка и Стрелка. Лунные
приключения» собрал 97,6 млн.
рублей ($ 2,81 млн.), заняв третье
место среди компаний-лидеров
национального кинопроката.
»БУКАШКИ. ПРИКЛЮЧЕНИЕ В
ДОЛИНЕ МУРАВЬЕВ» ПОКАЗАЛИ
БЛЕСТЯЩИЙ СТАРТ ВО ФРАНЦИИ
Во Франции с большим успехом
идёт полнометражный 3D мульт-
фильм Букашки –Приключение в
Долине Муравьёв. Фильм вышел
на 468 копях, и в общей сложности
за первые пять дней проката его
посмотрело 369 172 человека.
Данные опроса зрителей на выхо-
де также показали потрясающие
результаты: 96% положительных
отзывов.
Несмотря на то, что в последнее
время посещаемость кинотеатров
во Франции упала, «Букашки»
смогли достигнуть таких же высо-
ких показателей, что в своё время
«Артур и Минипуты» Люка Бессо-
на, опередив «Эрнеста и Селести-
ну» и «Кирику».
Параллельно в прокате во Фран-
ции 12 Лет Рабства (398 копий,
фильм с девятью номинациями
на Оскар), который в тот же срок
увидело 300 000 человек, а всего
за три недели проката – 675 000,
и Джейк Райан: Теория Хаоса с
Кирой Найтли, Крисом Пайном и
Кевином Костнером (400 копий),
который посмотрело 210 000 зри-
телей.](https://image.slidesharecdn.com/tlneweuropespring2014-150331125503-conversion-gate01/85/Total-Licensing-New-Europe-Spring-2014-issue-34-320.jpg)
![42
Total Licensing New
Europe spoke to
Peter Maffay, German
rock’n’roll legend, about
Tabaluga, his music and
his charitable works.
Peter Maffay is not only one of the
most successful German musicians
of all time, a living rock’n’roll legend,
he has also succeeded in using his
enormous popularity to create and
support a good cause.
As soon as Peter Maffay starts talking
about Tabaluga (and other charity
projects he is involved in), it becomes
clear that this is a musician who,
after more than 40 years at the top
of the German charts, has found his
vocation and his life’s work.
He is dedicating his heart and soul
to helping children, caring for their
needs and protecting their rights.And
he realized years ago that licensing
is also a very powerful tool in order
to create additional brand awareness
and income for charity.
Goran Kernyak: When did you
start your career?
Peter Maffay: I started in the 70’s
- more than 40 years ago... the last
century, last millennium (laugh).
GK:After all these years are
you satisfied with what you have
achieved?
PM: We are happy, really happy
because so far things are going well,
very well.We had fifteen* No1
albums and around forty million
copies sold. (*Editor’s note: shortly
after the interview, Peter Maffay’s new
release “Wenn das so ist” became his
16th No1 album).
GK:Your new album was
released in January and it is
another one which went to No
1 in the German charts. How
many albums have you released
up until now?
PM: Honestly, I don’t know, I don’t
count them.You could say that
generally every 2-3 years we have an
album, so, on average, over the past
40 years that would be something
like 20 albums.And other projects, of
course, like Tabaluga.
GK:You came to Germany from
Romania, right?
PM: I came as teenager, at fourteen
years old. I finished school in the
shortest possible period in order to
switch to music. I knew when I was
14 that music would be my life. For
a young man it is just great to know
what you intend to do and to be able
try it. Many talented people never get
to the point where they are satisfied
with what they are doing, because
they simply didn’t find the right way
in or out. For me, music was the right
decision and I have never regretted it.
GK:What was the breakthrough
point in your music career?
PM: In 1970 I was 21 years old
and made my first single Du (You
in German).And that became a hit
record, a huge hit.What followed
then was not so impressive, but
anyway was a good start and
somehow we managed to survive.
By the end of the 70s I had an
opportunity to exit my old contracts,
and we built our own company,
studios, and then I began to write
my own songs and my whole style
changed quite a bit. In the 70s music
was very mellow,‘schlager’ music.
It was hard to make this change
because of the success I had with it.
Then we were lucky to have our first
No1 album and from then on, we
leapt into the top league which was
a fantastic experience. I formed my
band and started to play with them - I
am still doing this today.
GK: How didTabaluga come to
be created?
PM:Well, my second wife is a teacher
[I have been married 4 times] and
at that time we sometimes used to
sit together and discuss different
situations at school. For example
the way of telling stories and the
attitude of storytelling. In the 80s
this changed completely. Everything
was very emotionless, very cold and
very rational.
She said to me: „You can be part of
this change.Why don’t you sit with
your friends and create a beautiful
story, and illustrate it with music?” I
said: “Baby, I’m a rocker and I don’t
know if it is going to work that I
become a storyteller”. She said:‘Is it
written anywhere that you can’t’?”
So she started to motivate me to
do it. I talked about it with my crew
and they agreed to try it.At that
time the market was full of violence
and toys were also like that [as it
is unfortunately still today].And we
said we wanted to do something
completely different which would
TOTAL LICENSING NEW EUROPE
PETER MAFFAY
THE BIG INTERVIEW
By Goran Krnjak,
Editor of
Total Licensing
New Europe
goran@totallicensing.com](https://image.slidesharecdn.com/tlneweuropespring2014-150331125503-conversion-gate01/85/Total-Licensing-New-Europe-Spring-2014-issue-42-320.jpg)
![TOTAL LICENSING NEW EUROPE
43
be much more interesting – we
wanted to bring back values, which
are so important for the upcoming
generations.As a result, we created
Tabaluga, a very positive figure.
GK:Tabaluga began as a music
CD for children and families?
PM:Yes, and a storybook with
illustrations.We thought that
storytelling can only work if a child
has a book in his hands.The book
should have big drawings to feed
imagination in so many different ways
because this will put an emotional
bond between those that listen to
the story and those that tell it.
And every story should have a
consequence and a result.Then
we started to look for someone
who could illustrate it.We found
Helme Heine, and he was the one
who gave Tabaluga his face and look.
We were completely overwhelmed
by his drawings.And then all of a
sudden these drawings, at least in our
imagination, started to move.And the
music became like a movie. It was a
beautiful experience.
GK: How it was accepted among
the public?
PM: It went into the market [despite
my record company who thought
that I was going completely nuts] and
it sold the same way as every other
rock album we did!
We took that as a proof that it was
reasonable to do things like this.We
also recognized that kindergartens
and schools interpreted the contents.
Almost every week we received
recordings (cassettes at that time),
with groups who brought Tabaluga
on the stage in their own way.
Sweet stuff! Sometimes we were
laughing, sometimes we were crying,
sometimes both at the same time.
Because it was just so naive, so
beautiful, when we were listening
to what little children 5-6 years old
were doing with content and what
they thought was good and the way
they interpreted it.
GK: How hasTabaluga affected
you?
PM: It turned us into children. For
me Tabaluga has become much more
important even then my leather
jackets and my Harleys!You could
say I found myself, along with
my friends, in the sandbox,
playing with toys again!
The next step was the
establishment of the
foundation.With the foundation
there, we understood that Tabaluga
was not just a one shot wonder.
Tabaluga was a philosophy.
And when you walk out on stage
now and you experience what is
happening there, in front of three
or four generations - it’s incredible!
Tabaluga has become synonymous
with respect, friendship, correctness,
and for all good “old-fashioned”
values.And at the same time it hasn’t
changed, because love will never be
anything other than love.
GK:Thanks toTabaluga you did
rediscover your inner child?
PM:YES and now that I have a 10
year old son I can see what it does
to him. He came to me and said:
“Papa is it true: A strong
person stands for himself, but
a stronger person stands for
others! “
I think for a 10 year old to come to
to this conclusion is pretty sharp,
isn’t it? And it shows that many
children have this quality.They are so
smart, they have such high values
and are so pure.We have to
pay attention to
that, especially
when
Photocredit:TineAcke](https://image.slidesharecdn.com/tlneweuropespring2014-150331125503-conversion-gate01/85/Total-Licensing-New-Europe-Spring-2014-issue-43-320.jpg)
![TOTAL LICENSING NEW EUROPE
44
it comes to traumatized children
who deserve shelter, and deserve
attention. So these are some of the
reasons why playing in the sandbox
make sense.
GK: In your presentation
you said thatThe Greatest
Adventure is discoveringThe
Secret ofTime. Did you reveal
that secret?
PM: I can tell you what it does to
me when I’m standing in front of
the mirror at nine o’clock brushing
my teeth. I can see what time does.
Next to my desk in the office I have a
painting of Keith Richards. I’m getting
pretty close to it now (LOL)!.
I’m very thankful for every
opportunity I have had to use time
for what I do. Not many people have
a chance to invest their time into
dreams.And we do that every day. I
think maybe the secret is to accept
time as a power which it is senseless
to fight.What happens to us is what
happens to everybody else.At a
certain point, our time will be ended
and we have to live with what we
have and make the best out of it.
In our latest story Tabaluga is trying
to find out what the power of time
is.And he realizes that time is very
powerful, but then time (represented
in story by an time fairy - a beautiful
girl) is something you can never
possess.When you think you do, she
is gone.That’s what happens with
time.
You think you have time. NO, wrong!
Never. I say, we don’t dominate time,
time dominates us. But then time (the
girl) shows up and says,‘Listen, I’m
very powerful, but I’m just a servant
of the Creation, I’m part of it, and
there is somebody who is much more
powerful then I am’ - and that’s God
or what we call God.
So, I’m a servant, nothing else.That’s a
very beautiful, very deep way to look
at time. I have an amount of time to
do [hopefully] something good and I
try to use it.
GK: BesideTabaluga you did
initiate other projects and do
you perform music in English as
well?
PM:Yes, we have released several
projects where I, together with
others, sing in English. One is a
Tabaluga-connected project, called
‘Encounters – An Alliance for
Children’.The first record we did was
against racism and against fascism
which we experience everywhere.
This is an attitude which despite
everything, has not gone away.We
played concerts, we took part in
demonstrations and we looked at
alliances all over the world – people
who think the way that we do.
‘Encounters’ was an attempt to prove
that despite everything, in the world
there are many people who know
about history, who have learned
and will not forget what happened
in the past and will not accept that
it could be repeated. For example, I
have a friend, Noah, an Israeli singer.
You know if a German and an Israeli
singer go on stage together and they
sing a song together, it’s not just a
song. It’s a statement.
One of my very close friends was
Mandawuy Junupingu, an Aborigine.
In 1992 he was declared Australian
of TheYear. He invited me to come
to his camp and live with him while
we made a record together. I was in
Afghanistan, China, South America
and in North America – adopted
by the Native Americans. I was in
every country where we established
a project or supported a project. I
sing in Hebrew, Chinese, some Native
American languages, Russian and of
course in Romanian.
GK: Until the middle of 2013 you
were on tour with your band and
after that you decided to take
back all the rights forTabaluga
and relaunch the project. Do you
plan anotherTabalugaTour as
well?
PM:After we bought back all rights
of Tabaluga we are planning several
big projects for the next few years.
A new album and a forth tour with a
big production are part of that plan
and are in preparation. Plus I think
that there are other options. One of
these options will be, for example, a
theatrical movie which would interest
me a lot.And we have never had that
before.Writing music is a completely
different world.After 40 years I think
it is about time I at least tried to
produce one movie.
GK: Is it possible to adapt
Tabaluga in other territories?
PM: I would love to! I would love to
take all the records, the drawings, the
story.They work in every language.
You can take music, because music
is universal.You can use the sense of
it, translate it with care and love and
it will work, for sure. I have not seen
one kid in the world who has his
heart on the right side. No, it’s always](https://image.slidesharecdn.com/tlneweuropespring2014-150331125503-conversion-gate01/85/Total-Licensing-New-Europe-Spring-2014-issue-44-320.jpg)
![68
TOTAL LICENSING NEW EUROPE
DISCOP Istanbul................................................. Mar 4 - 6......................................................................www.discopistanbul.com
Licensing Forum - Moscow............................... Mar 12 -14........................................................................ www.licensingexpo.ru
Bologna Licensing Trade Fair............................ Mar 24 - 26..............................................................www.bolognalicensing.com
Bologna Children’s Book Fair........................... Mar 24 - 27...........................................................www.bookfair.bolognafiere.it
Kazachok Licensing Forum - Paris..................Apr 1 - 2................................................................................www.kazachok.com
License Day - Cologne .....................................Apr 2...................................................................................www.lima-verband.de
MIP TV - Cannes ................................................Apr 7 - 10.....................................................................................www.miptv.com
Surtex - NewYork.............................................. May 18 - 20 ...............................................................................www.surtex.com
NEM [New Europe Market] - Dubrovnik..... June 10 - 13..................................................................www.neweumarket.com
Int’l Licensing Expo - LasVegas........................ June 17 - 19.................................................................. www.licensingexpo.com
NATPE Europe - Prague.................................... June 23 - 26.................................................................................www.natpe.com
Seoul Licensing & Character Fair 2014.......... July 16 - 20..........................................................................www.characterfair.kr
Int’l Comic-Con San Diego ............................. July 24 - 27 ...................................................................www.comic-con.org/cci
World Congress of Play – San Francisco ..... Sep 15 - 17........................................................www.worldcongressofplay.com
Licensing Awards – London ............................ Sep 16..................................................................www.thelicensingawards.co.uk
Licensing World Russia - Moscow...................Sep 18 - 19........................................................................ www.licensingexpo.ru
Mir Detstva 2014 (Kids’ World) – Moscow.. Sep 23 - 26............................................................www.mirdetstva-expo.ru/en/
Buybrand/Licensing Salon - Moscow.............. Sep 23 - 25...................................................................www.buybrandexpo.com
Expo Licensing Brasil ........................................ Sep 30–Oct 1...............................................................www.licensingbrasil.com
Brand Licensing Europe - London................... Oct 7 - 9..........................................................................www.brandlicensing.eu
Frankfurt Book Fair ......................................... Oct 8 - 12.............................................................................www.buchmesse.de
MIP Junior............................................................. Oct 11 - 12..........................................................www.mipcom.com/mipjunior
MIPCOM............................................................... Oct 13 - 16.............................................................................www.mipcom.com
What’s on
SUMMER 2014
Published 27 May 2014
LEAD FEATURE
Licensing Trends Worldwide
FEATURES
New Europe at Licensing Expo
Sweet World of Food & Drink Licensing
Fashion & Celebrity Licensing
The Big Interview
TERRITORY SPOTLIGHT
Eastern Europe
DEADLINES
Editorial: 1 May 2014
Ad Material: 16 May 2014
AUTUMN 2014
Published 8 September 2014
LEAD FEATURE
360° Licensing in Turkey and SEE:Who is Who?
FEATURES
Buybrand Russia
Brand Licensing Europe & MIPCOM Preview
Corporate/Trademark Brand Licensing
TERRITORY SPOTLIGHT
Turkey and South Eastern Europe
DEADLINES
Editorial: 1 August 2014
Ad Material: 24 August 2014
2014
LEAD FEATURE
360° Licensing in Russia:Who is Who?
FEATURES
NurembergToy Fair, NewYorkToy Fair
Sports Licensing
Toys & Games Licensing
The Big Interview
TERRITORY SPOTLIGHT
Russia and CIS, Central Europe
SPRING
Published 5 March 2014
Licensing Forum Moscow
DEADLINES
Editorial: 21 February 2014
Ad Material: 21 February 2014
Bonus distribution: Licensing World Russia, Buybrand Russia
Brand Licensing Europe, MIP Junior, MIPCOM
Bonus distribution: Licensing Forum Moscow/Toys & Kids Russia,
Bologna Licensing Fair, Kazachok Paris, Licensing Day Cologne
Bonus distribution: International Licensing Expo,
NEM - New Europe Market Dubrovnik, NATPE Europe
The Big Interview
For more information’s about Editorial and Advertising opportunities please contact:
Goran Kernyak - Editor | E-mail: goran@totallicensing.com | Tel: +385 1 3865 564 | Mob: +385 99 202 33 93 | US Cell: +1 917 214 6101
SUMMER 2014
Published 27 May 2014
LEAD FEATURE
AUTUMN 2014
Published 8 September 2014
LEAD FEATURE
2014
LEAD FEATURE
360° Licensing in Russia:Who is Who?
FEATURES
NurembergToy Fair, NewYorkToy Fair
Sports Licensing
Toys & Games Licensing
The Big Interview
TERRITORY SPOTLIGHT
Russia and CIS, Central Europe
SPRING
Published 5 March 2014
Licensing Forum Moscow
DEADLINES
Editorial: 21 February 2014
Ad Material: 21 February 2014
Bonus distribution: Licensing Forum Moscow/Toys & Kids Russia,
Bologna Licensing Fair, Kazachok Paris, Licensing Day Cologne](https://image.slidesharecdn.com/tlneweuropespring2014-150331125503-conversion-gate01/85/Total-Licensing-New-Europe-Spring-2014-issue-68-320.jpg)
Uploaded byGoran Kernyak
Total Licensing New Europe - Spring 2014 issue
Весной 2014 года вышло новое издание журнала Total Licensing New Europe, посвященное индустрии лицензирования в России и странах Центральной и Восточной Европы. В журнале представлены успешные лицензии, такие как Peppa Pig и Masha and the Bear, а также отчет об успешных сделках и трендах на рынке лицензирования. Издание нацелено на продолжение информирования читателей о лицензионной деятельности в быстрорастущем рынке Новой Европы.
Total Licensing New Europe - Spring 2014 issue
- 1. Spring 2014 /Весна 2014 ENGLISH/РУССКИЙ
- 3. For inquiries andopportunities please contact: Friderico Gatti: fg@megalicense.ru Peppa Pig © Astley Baker Davies Ltd / Entertainment One UK Ltd 2003. All Rights Reserved. Global smash hit pre-school brand splashing into Russia Publishing, art & craft, bags and confectionary lines secured. Rosman appointed as Master Toy Partner Broadcast daily on Karusel www.peppapig.com #1 in the UK, Spain, Italy and Austalia Growing in Latin America, USA, Europe and Asia Retail launch Fall 2013
- 4. 4 TOTAL LICENSING NEWEUROPE FEATURES Info / News......................................................6 [Licensing] Info & Deals around the globe Cover Story:Winx Club ..............................18 Winx Club Celebrates 10 years & Interview with Kira Plastinina and LorenaVaccari Kids LicensesTrends 2014 ..........................26 Spielwarenmesse 2014 license trends Licensing Forum Moscow............................30 Overview of Russian licensing event Russia - Market Research............................38 Synovate Comcon Conference report - byVestnik Russia - A Market Overview .......................40 Report by Philippe Guinaudeau, Kidz Global BIG Interview: Peter Maffay........................42 Interview with German rock superstar Germany - Licensing News &Trends..........46 Day of Licenses in Cologne & more - by Brandora Otto Schmidt................................................50 Interview with Russian artist Mr Freeman, who are you ? ........................52 Brand Licensing Proces Step by Step Part 2, Steps 5-8 - by Pete Canalichio ...........54/58 Turkey - Licensing News &Trends ............ 62 Licensing market trends - by HamdullahYalvak TinkerToys &Trademark programs...........64 Both need planning to build something .... Poland Now!..................................................66 Market opinion by JanuszTarasziuk What’s On.....................................................68 Welcome to the Spring 2014 edition of Total Licensing New Europe magazine – the ONLY magazine that spe- cifically covers the licensing industry in Russia, the CIS, Central and Eastern Europe. Throughout 2014,Total Licensing New Europe will con- tinue to bring readers information, insights and research into the vast New Europe region. New Europe is term which describes the region comprising 35 countries with more then 500 million people and a highly growing interest in brands and licensed products. Launched in April 2012,Total Licensing New Europe cel- ebrate its 2nd birthday and ourTotal Licens- ing flagship magazine is celebrating 11 suc- cessful years! With almost 100.000 readers in 105 countries we can proudly say that the Total Licensing group – now consisting of 6 different editions - is the leading global pub- lisher of magazines specializing in licensing and merchandising. Francesca Ash Goran Kernyak Jerry Wooldridge Publisher Editor Sales Director francesca@totallicensing.com goran@totallicensing.com jerry@totallicensing.com Добро пожаловать в нoвoе издание журнала 2014 года. Total Licensing New Europe – ЭДИНСТВЕННЫЙ журнал, который конкретно охватывает отрасль ли- цензирования в России, странах СНГ, Центральной и Восточной Европе. На протяжении 2014 года, Total Licensing New Europe по-прежнему будет приносить читателям информацию, идеи и исследования из це- лого региона Новой Европы. Новая Европа термин, который описывает регион, включающий 35 стран и более чем 500 миллионов людей, с высоко растущим интересом к брендам и лицензионным продуктам. Это издание, Total Licensing New Europe запущенное в апреле 2012 года отмечает свой другый день рождения, а наш ведущий журнал Total Licensing отмечает 11 успешных лет! У нас почти 100,000 читателей в 105 странах. Мы с гордостью можем сказать, что Total Licensing – состоит из 6 различных изда- ний, и это глобальный издатель журналов, который специализируется в области ли- цензирования и мерчандайзинга. Publisher Francesca Ash francesca@totallicensing.com Editor Goran Kernyak goran@totallicensing.com Sales Director Jerry Wooldridge jerry@totallicensing Editorial Becky Ash becky@totallicensing.com Advertising Sales James Ash james@totallicensing.com Subscriptions subscriptions@totallicensing.com Contributing Writers Danny Simon HamdullahYalvak Janusz Tarasziuk Pete Canalichio Philippe Guinaudeau Vestnik of licensing market. Total Licensing New Europe Office Goran Kernyak Business Development Manager Marijane Radev 4 HR-10000 Zagreb Croatia tel: +385 1 3865 564 mobile: +385 99 202 33 93 goran@totallicensing.com Head Office Total Licensing Ltd 4 Wadhurst Business Park Faircrouch Lane Wadhurst, East Sussex TN5 6PT, UK Tel: +44 1892 782220 Fax: +44 1892 782226 www.totallicensing.com © 2014Total Licensing Ltd All illlustrations are reproduced by permission of their owners. Spring 2014 Весна 2014 Welcome • Willkommen • Benvenuti • Bienvenidos • Mirë se vini • Pari yegak • Shchyra • zaprashájem • Dobro došli • добре дошъл • Vitame vás • Tere tulemast • Καλώς ήλθατε • Kalos orisate • Isten hozta • Khosh keldiniz • Aalzhy polyngar • Esiet sveicinati • Sveiki • Dobre dojdovte • Witajcie • Bun venit • Vitajte • Dobrodošli • Hoş • Geldiniz • Laskavo prosimo • добро • пожаловать • Vítáme tĕ • Шчыра запрашаем • mobrdzandit • üdvözlet • dobredojde • bine aţi • venit
- 6. 6 TOTAL LICENSING NEWEUROPEINFO Apps Ministry has launched the first official “Masha and the Bear” game, based on the cartoon of the same name. Apps Ministry has joined forces with Animaccord, animators and creators of Masha and the bear, and produced an entertaining game that closely represents the look and feel of the cartoon itself. “Masha and the Bear” is the most popular family show in Russia which is now successfully moving through Europe and Asia, with Germany, France and UK as the latest countries to acquire the rights to the cartoon.The Masha and the Bear YouTube channel has more than one billion views and is among the most popular channels worldwide. Masha and the Bear is the story of a small girl and her adventures with her friend, the bear. In “Masha and the Bear: search and rescue,” the player takes on the role of Masha. It’s the player’s job to successfully fly a hot air balloon, while saving rabbits from the waters below and collecting as many candies as possible along the way. The game is aimed at the younger end of the market andApps Ministry has been highly successful in recreating the world and spirit of the original animation. Game manager Maxim Kochurin said, “We know there are huge numbers of Masha fans worldwide, and as lovers of the cartoon ourselves, we took our re- sponsibility very seriously.We needed to create a game which truly represented the spirit and fun of the original animation. Long hours and every bit of effort has gone into not only creating the best possible game, but also one which en- capsulates the passion,delight and vibrancy of the characters and the world they live in. In our opinion, we’ve achieved what we set out to do.We love the game and we are sure parents and children around the world will love it as much as we do.” Vadim Shilov, CEO of Apps Minsitry, added,“We have already produced a high- quality video-on-demand app for Masha and the Bear and we have a first-class record in producing dozens of other kids’ apps based on popular brands.As a business,we are never prepared to accept anything other than the very best,and we spared no expense or time in ensuring we produced a world-class gaming experience for Masha and the Bear and its many fans.” APPS MINISTRY ANNOUNCES THE LAUNCH OF MASHA AND THE BEAR: SEARCH AND RESCUE GAME The Trump Organization and Pre- mium Brands Footwear (PBF) have formed a new partnership to pro- duce men’s dress and casual shoes under the Donald J.Trump Signature Collection brand for distribution in Mexico. This offering will comple- ment the global expansion efforts of the brand into Mexico and Latin America. “We are delighted to be partnered with PBF to extend the Donald J. Trump Signature Collection brand into Mexico,” said Cathy Hoffman Glosser, Executive Vice President of Global Licensing. “PBF understands our commitment to brand excel- lence, providing the customer with enhanced wardrobe staples that ex- ude and inspire the poise and confi- dence that has become synonymous with the Donald J.Trump Signature Collection brand.” “The opportunity to partner with the Trump brand to introduce foot- wear under the Donald J. Trump Signature Collection brand in Mex- ico is one that we take with great pride,” said Raul Alejandro Aceves, President of PBF.“The Trump brand brings a level of sophistication and attention to detail that aligns with the core values that we have based our business around.This is an ex- citing time for us and we look for- ward to great success.” TRUMP AND PBF SIGN FOR SIGNATURE COLLECTION VISIT THE TOTAL LICENSING BOOTH AT LICENSING FORUM IN MOSCOW, BOLOGNA LICENSING TRADE FAIR AND KAZACHOK PARIS VISIT THE TOTAL LICENSING BOOTH AT LICENSING FORUM IN MOSCOW, BOLOGNA LICENSING TRADE FAIR AND KAZACHOK PARIS
- 7. 7 TOTAL LICENSING NEWEUROPE Впервые на крупнейшей выставке тек- стильной и легкой промышленности Текстильлегпром был представлен широкий ассортимент лицензионной одежды. На стенде, организованном компанией RIO Fashion, посетители мог- ли ознакомиться с товарами под веду- щими лицензионными брендами. RIO Fashion – дистрибьюторская ком- пания полного цикла, представляет широкий ассортимент лицензионной одежды от ведущего европейского про- изводителя – компании TV Mania. Сегод- ня уникальный ассортимент лицензионных брендов стал доступен розничным клиентам и региональным оптовым компаниям. Компания TV Mania – один из крупнейших производителей лицензионной одежды для Ев- ропейского рынка, который на протяжении 12 лет занимается выпуском одежды, обуви и аксессуаров. Компания владеет 13 фабриками на территории юго-восточной Азии. На настоящий момент продукция TV Mania поставляется в страны Западной и Восточной Ев- ропы и Ближнего Востока. Ежегодный оборот компании составляет более 120$ млн. в год. В портфеле TV Mania - более 20 ведущих лицензионных брендов. Товар поставляется во все крупные европейские торговые сети. Сегодня RIO Fashion – единственный на российском рынке дистрибутор, имеющий в своем портфеле широкий ассортимент одежды под таким большим количеством лицензионных брендов. В рамках Текстильлегпром посетителям были предложены детские коллекции се- зонов SS’14 и FW’14-15 с самыми популярными в России брендами: Тачки, Самолеты, Hello Kitty, Angry Birds, Monster High и многими другими. Клиенты по достоинству оценили высо- кое качество представленного лицензионного товара, а организаторы выставки вручили компании RIO Fashion диплом «За представление высококачественной продукции». В ходе делового общения на стенде RIO Fashion более 100 розничных компаний выразили желание начать сотрудничество и сделать заказы. Восемь компаний заказали товар прямо на экспозиции. Доступные цены на все линейки лицензионной одежды и качество товаров привлекли внимание представителей крупных торговых сетей и интернет-магазинов. RIO Fashion является официальным дистрибьютором продукции TVMANIA в России и СНГ и предлагает своим клиентами выгодные условия закупки, а также полный комплекс со- провождающих услуг: доставку со склада производителя, оформление всех необходимых документов, маркетинговую поддержку и консалтинг. Для крупных оптовых компаний дей- ствует специальное предложение. Подробнее о предложении компании вы можете узнать на сайте www.fashionrio.ru. ВПЕРВЫЕ НА ВЫСТАВКЕ ТЕКСТИЛЬЛЕГПРОМ БЫЛ ПРЕДСТАВЛЕН БОЛЬШОЙ АССОРТИМЕНТ ЛИЦЕНЗИ- ОННОЙ ОДЕЖДЫ ОТ КОМПАНИИ TV MANIA For li cens i ng oppor tu nities, pleas e contact: Marie-Laure.Marchand@studio100.tv Evy.Van.Nederkassel@studio100.tv w w w.maya.tv BasedonthebookswrittenbyWaldemarBonsels“MayatheBee”©2012Studio100Animation Мировые кассовые сборы «Гадкого Я - 2» составили 970 миллионов долларов США, таким образом в 2013 году картина стала самой успешной по мировым сборам среди всех ани- мационных фильмов. В России, собрав в прокате более 35 миллионов долларов США, «Гадкий Я - 2» стал самым успешным анимационным фильмом за всю историю. Следующий фильм из цикла будет называться «Миньоны», премьера запланирована на лето 2015 года. «Гадкий Я - 3» выйдет летом 2017 года. Агентство Plus Licens, представляющее бренд в России, заключило ряд лицензионных со- глашений, в числе которых – кондитерская продукция (Danli), готовые завтраки (Witek), мороженое (Торговый дом «Сибирский холод»), товары для дома (Almedena Holdings), канцелярская продукция (Бюро Линк), товары для красоты и здоровья (Клевер), тек- стиль для дома (Объединенная текстильная компания), игрушки (RevontuliToys). Ведутся переговоры по заключению крупной сделки на одежду. Товар мастер-лицензиата по производству игрушек, Thinkway Toys, стали хитом по все- му миру. Бренд «Гадкий Я» вошел в пятерку самых продаваемых в отделах игрушек, не- смотря на то, что товар продавался в 2013 году только 6 месяцев. В России продукция Thinkway Toys представлена в 73 магазинах «Детский Мир». УСПЕХИ «ГАДКОГО Я - 2» В РОССИИ
- 8. 8 TOTAL LICENSING NEWEUROPEINFO Building on the international success of Peppa Pig, Russia is one of the next ter- ritories earmarked for growth by licensor Entertainment One.The show began airing daily and on weekends on Russia’s No. 1 dedicated children’s TV chan- nel, Karusel, in 2013 and the widespread national exposure is being leveraged by licensing agent, Megalicense, to accelerate licensing in the territory. Rosman holds the master toy rights and partners have also been signed across Publishing,Arts and Crafts andAccessories and the first line of products began rolling out at retail towards the end of 2013 with secondary categories due to launch this year. Peppa will also begin expanding into FMCG when leading confectionary com- pany Perfetti Van Melle launch a line of chocolate eggs in 2015 and 2016 supported by a strong advertising campaign. Andrew Carley, Head of Global Licensing at Entertainment One said, “As one of the world’s fastest growing territories for licensed merchandise, there is huge multi-platform potential for Peppa Pig in Russia.We’re working closely with Rosman to explore the commercial opportunities of this brand in this exciting emerging market.” PEPPA PIG GOES BIG IN RUSSIA WikiLeaks announced that it has appointed WikiLicense, a new Reykjavik- based commercial entity led by Olafur Sigurvinsson and a team of industry specialists, as exclusive brand representative to act as master agent for the WikiLeaks brand, as well as the Julian Assange trademark and likeness. The WikiLeaks brand has become an important and globally recognized symbol of people’s desire to express their beliefs on the topic of freedom of speech and transparency. The creation of a professional body around commercial licensing will not only facilitate more widespread use of the WikiLeaks trademark in related initiatives, but will also serve as an addiIonal revenue stream to fund the important work conducted by the organization itself and thus help bring truth to the world. “WikiLeaks and Julian Assange enjoy amazing worldwide recognition and possess all of the key attributes of major global brands,” said Olafur Sigurvinsson, WikiLicense CEO, “They represent a cause that a large proportion of people are passionate about,have strong momentum and speak to a growing consumer demographic that is emerging from a swell of changing opinion across the world.As we’ve seen with the exposures of mass surveillance in 2013 by Edward Snowden, the importance of WikiLeaks is going to become increasingly more relevant.We have already received expressions of interest from a number of companies with consumer products and services that align with our brand values, and I expect the first of these to start appearing soon.” “We have created new ways for our supporters to fund our work andWikiLicensing is an important part of that,” says Julian Assange, founder and publisher of WikiLeaks, “This is also a positive way of both spreading the awareness of our work and protecting the integrity of the brand.” WikiLicense is currently setting up a network of local representative agents for all key territories and will shortly present a style guide and other materials for future licensees. WIKILICENSE Rainbow has announced that B-rights, one of the leading licensing agencies in Greece, will now be representing the Winx Club brand across the country. B-rights already works with a selection of leading Rainbow brands, including Huntik, PopPixie and Mia and Me, and has enjoyed huge success in growing their licensing profile in Greece. This has led Rainbow to extend the relationship to include Winx Club – a truly classic brand that is loved and watched by millions through 115 broadcasters across the globe. “It is an honour for us to have been chosen to represent Winx Club in Greece and Cyprus,” says B-rights Director Clemente Pinedo. “The team is excited to start working with the brand and continue to grow our great relationship with Rainbow.” Rainbow Country Manager Antonella Ceraso said, “We have been hugely impressed by the ability of B-rights to promote our brands across Greece, so it was a logical move to extend this relationship to include Winx Club – I’m sure the team will do a fantastic job with this truly magical brand and boosting its presence on the Greek market.” RAINBOW EXTENDS RELATIONSHIP WITHTOP GREEK AGENT
- 9. 9 TOTAL LICENSING NEWEUROPE Малышки и русалочки с волосами из пены Lalaloopsy, а также четыре новых персонажа известнейшего бренда MGA Entertainment и их друзья-питомцы уже в магазинах! Маленькие Лалолупси – это те же герои, но теперь совсем крохотные! В сезоне 2014 года мы увидим какими были Сладкоежка, Перышко, Принцесса и Хозяюшка в детстве. У ка- ждой куклы-малышки вы найдете бутылочку в форме её любимого питомца и шляпку, кото- рая точно отражает ее характер. У всех новых кукол есть соска-пустышка и даже пупок-пу- говка. А еще в стране Lalaloopsy появились новые русалочки! Веселые русалочки Пенка (дослов- но - жемчужная морская пена) и Ветерок (дословно – океанский бриз) не обычные – у них морская пена в волосах! Нанесите на ее волосы мыльный раствор (шампунь, пену для ван- ны или мыло), нажмите на хвост и смотрите как много пузырьков появится в ее волосах! А какое многообразие новых причесок вы сможете создать с помощью этих пузырьков! Русалочки Лалалупси продаются вместе со своими очаровательными питомцами. Вместе с русалочками и малышками в стране Lalaloopsy появились четыре новых куклы! Встречайте: Юки, Улыбка, Хрустящая вишенка и Мари. Новые персонажи, новые друзья, новые Лалалупси! И это еще не все! В магазинах появились питомцы-друзья Lalaloopsy! Новые персонажи Лапка, Нана, Шерстинка и Пышечка - забавные животные, у каждого из которых уникаль- ный характер, зависящий от материала, из которого они сшиты, в точности также, как и старшие Лалалупси! Рецензию на новые куклы Лалалупси можно почитать на Baby Gizmo’s или по ссылке New York Daily News’ countdown of holiday toy crazes. Уникальная упаковка Lalaloopsy была ос- вещена в журнале Packaging World’s в статье “Пусть упаковка расскажет историю вашего бренда”, в которой утверждается, что стиль упаковки Lalaloopsy “укрепляет отношения потребителя с брендом” и “вводит идеи бренда в жизнь”. Также большой обзор упаков- ки Lalaloopsy Малышка Загадка Востока можно посмотреть по ссылке 360° view of the Lalaloopsy Littles’Pita Mirage package. НОВЫЕ LALOLOOPSY НА ПОЛКАХ Movie re l e a s e Q3/Q4 2 01 4 in New Eu rope For li cens i ng oppor tu nities, pleas e contact: Marie-Laure.Marchand@studio100.tv Evy.Van.Nederkassel@studio100.tv BasedonthebookswrittenbyWaldemarBonsels“MayatheBee”©2013Studio100Media,BuzzStudios MGA Entertainment объявили, что ведущие бренды компании заняли лидирующие по- зиции в 2013 году по данным The NPD Group, всемирной исследовательской компании, проводящей исследования рынков и экономической деятельности по объему и тенден- циям рынка. Основанные на данных систем учета реализации продукции, в прошлом году товары семейства The Little Tikes и Lalaloopsy преобладали в самых крупных катего- риях игрушек в индустрии США. «Мы всегда признательны за положительные отзывы от игрушечной индустрии и мы знаем наверняка, что в основе нашего успеха лежит то огромное количество детей во всем мире, которые увлекаются нашими продуктами год за годом» - отмечает Исаак Ла- риан, генеральный директор MGA Entertainment. «Тот факт, что миллионы семей в про- шлом году выбрали наши игрушки под брендами Lalaloopsy и LittleTikes побуждает нас в дальнейшем продолжать придумывать и создавать такие игрушки, которые вдохновля- ют детей мыслить творчески и развивают воображение у детей всех возрастов». Бренд Lalaloopsy получил значительное преимущество, став номинантом по следующим позициям, выиграв: • № 1 в игровом наборе «Тематические статуэтки и аксессуары 2013» получил набор мини куколок Lalaloopsy® • Первое место в разделе «Демонстрационные куклы и аксессуары 2013» присуждено коллекционной кукле Lalaloopsy® (Ivory Ice Crystals). • №1 в разделе «другие куклы и аксессуары 2013» завоевал набор мягких кукол Lalaloopsy® Бренд Little Tikes® обратил на себя внимание и завоевал первое место в категории «Обо- рудование для игровых площадок 2013» среди батутов, которая является очень значи- мой для бренда, поскольку конкуренция в данной категории очень высока. MGA Entertainment в данный момент выставляется на Международной Американской Ярмарке Игрушек, выставляя свои новейшие изобретения сезона Осень-Зима 2014, ко- торым суждено возглавить хит-парады до конца года. MGA ENTERTAINMENT ЗАСЛУЖИЛА ВЫСОКУЮ ОЦЕНКУ НА МЕЖДУНАРОДНОЙ ЯРМАРКЕ ИГРУШЕК 2014 В США
- 10. 10 TOTAL LICENSING NEWEUROPEINFO Until recently, brands with active media support jealously ruled the licensing market, leaving little place for the few brands that emerged withoutTV support.The licensing business,in the eyes of licensees,was divided into media brands which are broadcast on TV, and non-media brands such as graphics, sports, celebrities and others. Today, a large slice of the licensing pie belongs to the so-called digital brands - brands that were born from digital content and have earned their popularity from the number of downloads via various electronic stores. We all know them well.There’s Om Nom from Cut the Rope,Tom the sociable cat form Talking Tom and Friends and, of course, the collection of forever irritated birds from the hit game Angry Birds. While media franchises are investing millions of dollars in order to publicise the next part of an animated feature film, or to stimulate BluRay sales through television advertising,modest teams of mobile developers are achieving the same incred- ible popularity by investing very much less.Whatever the reasons - financial or otherwise - the result is the same - the licensing trend of this decade is through applications for Smartphones and tablets. Of course,the greater interest by youth in transferring fromTV screens to PC monitors and,most recently to tablets and Smartphones has undoubtedly played its part. Electronic stores distributing content for portable devices - theApp Store and Google Play - expands every year - by 100% or even 200%. Consumers recognize the new format of entertainment, accept it and actively use it.As a result, marketers are entering a new era. As sociologists and just parents around the world now realise is that the target user of portable devices is, quite literally, any age from toddler. Nowadays preschool children understand all this far better than their parents.As a result, there is more and more digital content aimed at these young audiences. No wonder the tablet is now recognized as the best way to occupy and soothe your baby! As a result, billions of games are downloaded by children and adolescents and the rights holders, and licensing agents have been signed to create products based on these games. Just think: in Russia Talking Tom and his friends have already been downloaded 36.5 million times, - by 43% of the total population!TalkingTom and Friends is among the ten most downloaded applications at all times since its launch.The brain- child of British studio OutFit7, licensing in the Russian market is represented by Icon Promotion, the licensing division of Simba Dickie Group Russia. A successful brand is always accompanied by a good licensed program and Talking Tom is not an exception. All major product categories have been signed around the world and Russia is now identifying key partners for the property. “Everyone remembers the toy parrot and may have one at home. Before Talking Friends there were other “talking” apps, but with more than a billion downloads Talking Friends is by far the most popular. In fact, the secret of success is the same as with most brands: It is an interesting, and entertaining but not too compli- cated concept with humorous and charismatic characters and, of course,“a touch of magic!” commented Lydia Grigorieva , market- ing director at Icon Promotion. For more information, contact Icon Promotion Russia. www.iconpromotion.ru/en/ RUSSIA - DIGITAL BRANDS LICENSING JELC, global licensing agent for Hinchcliffe and Barber, has announced the first major deal for the brand based on the work of the English design team.My GiftsTrade is to produce a range of homeware and gifts illustrated with many of the designs that made John Hinchcliffe and Wendy Barber internationally famous.The range includes ceramics, household and kitchen items, garden accessories and gift stationery. It will be showcased at Home & Gift, Harrogate, in mid-July. The ceramics include boxed and single mugs, teapots and milk jugs.The household items include trays, tins, coasters, place mats, oven gloves, tea towels, tablecloths, aprons and napkin rings.The gift stationery includes notebooks, photo albums, address books and iPad covers.The garden accessories include garden gloves, watering cans and garden forks. Every item in the range will be illustrated with one of the simple, elegant and contemporary designs firmly rooted in British craft traditional skills that have made Hinchcliffe and Barber’s work a favourite with buyers and collectors for decades.The range will be available at independent gift stores,department stores and online retailers from July this year. JELC ANNOUNCES FIRST MAJOR HINCHCLIFFE AND BARBER DEAL
- 11. 11 TOTAL LICENSING NEWEUROPE Small in size Big in imagination ©2013Studio100Animation–ASEStudios For li cens i ng oppor tu nities, pleas e c ontact : Marie-Laure.Marc hand@studio100.tv Ev y.Van .Nederkassel@studio100.tv Еще совсем недавно на лицензионном рынке ревностно правили бренды с активной ме- дийной поддержкой, оставляя небольшое место под солнцем лишь избранным брендам без поддержки ТВ. Весь лицензионный бизнес в глазах лицензиата делился на «медий- ные бренды», которые активно транслируют по ТВ, и «немедийные бренды» – включая графические, спортивные, celebrity, и другие. Сегодня же большой кусок пирога активно отрезают себе так называемые «диджитал-бренды»: бренды, которые родились в виде цифрового контента, и заработали свою популярность количеством скачиваний во все- возможных электронных магазинах. Примеров масса, и мы все их хорошо знаем: это и зеленый зверек-лакомка Ам Ням из игры «Cut the Rope», это и общительные кошаки - Том и его друзья - из говорящего приложения «Talking Tom and friends», и, конечно же, отряд вечносердитых птичек из хитовой игры «Angry Birds». В то время как медийные фран- шизы инвестируют миллионы долларов, снимая очередную часть мультипликационного или художественного фильма, стимулируют продажи Blu-Ray-дисков и платят за рекламу на ТВ, скромные команды разработчиков мобильных приложений добиваются такой же невероятной популярности, при этом, вкладывая гораздо меньше. Один из феноменов современности – в действии: кто-то назовет это «славой за гроши», кто-то «простотой, ко- торая свойственна всему гениальному», но факт остается фактом, и лицензионный тренд 2010-х годов – это приложения для смартфонов и планшетов. Большую роль, несомненно, сыграла общая тенденция «пересадки» молодежи из-за экранов телевизоров - за мониторы персональных компьютеров, а впоследствии – за планшеты и смартфоны. Рост электронных магазинов для дистрибьюции контента для портативных устройств – App Store и Google Play – с каждым годом растет на 100, а то и на все 200%. Пользователи признают новый формат развлечений, принимают его и активно пользуются. Соответственно, и маркетологи выходят на новый рынок. Что вдвойне при- мечательно для нового формата, если в эпоху персонального компьютера значительным фактором являлась образованность пользователя, и, как следствие, - его компьютерная грамотность, то с приходом «Революции Джобса» - на лицо явное движение в сторону упрощения и минимализма. Как отмечают социологи, да и просто родители по всему миру, - целевой пользователь портативного устройства попадает чуть ли не под кате- горию 0+! В наши дни чадо дошкольного возраста разбирается в своем планшете куда лучше мамы и папы, поэтому и цифровой контент все более нацелен на детскую аудито- рию. Недаром планшет давно уже признан как самый лучший способ занять и успокоить ребенка! В итоге, простенькие по своей структуре и понятные для детей игры и приложения скачи- вают миллиарды детей и подростков по всему миру, а правообладатели – и их лицензи- онные агенты – подписывают различные категории товаров для выпуска лицензионной продукции по мотивам своих игр. Отдельного внимания заслуживают детские прило- жения, которые заработали свою популярность, не являясь играми. Ведь с играми все понятно: и дети, и взрослые играли, и играть будут всегда. В свою очередь, есть «не игро- вые» приложения, которые, при этом, способны втянуть и заинтересовать аудиторию похлеще любой игры! Например, простая реализация принципа «попугая» - когда про- грамма повторяет за тобой сказанное – в сочетании с прикольными персонажами (коша- чьими и не очень) - бренд Talking Tom and Friends. Подумать только: в России Говорящего Тома и его Друзей уже скачали 36,5 миллионов раз, а это 43% от всего населения страны! Talking Tom and Friends входит в десятку самых скачиваемых приложений во все времена с момента запуска. Наверняка или вы, или ваши друзья загружали себе говорящего кота Тома или попугая Пьера, и веселились, пока они повторяли ваши слова. Детище британ- ской студии OutFit7 на российском лицензионном рынке представляет компания ICON PROMOTION, лицензионное подразделение концерна Simba Dickie Group Russia. Успеш- ный бренд всегда сопровождает хорошая лицензионная программа, что не является ис- ключением в отношении Talking Friends. По миру уже подписаны все основные катего- рии товаров, и в России сейчас определяются ключевые партнеры для сотрудничества. «Все помнят игрушечных попугаев, а у кого-то дома есть и настоящий, но достаточно ли одного лишь принципа «говоришь - повторяет» для истинной популярности? До Talking Friends были и другие «говорящие» приложения, но больше миллиарда скачиваний по- лучил именно приложения Talking Friends. На самом деле, секрет успеха все тот же, что и с большинством брендов: интересный, но не слишком сложный концепт; забавные и харизматичные персонажи; ну и, конечно же, «немного магии»! – комментирует Лидия Григорьева, директор по маркетингу Icon Promotion. www.iconpromotion.ru/en/ ДИДЖИТАЛ БРЕНДЫ В ЛИЦЕНЗИРОВАНИИ
- 12. 12 TOTAL LICENSING NEWEUROPEINFO Studio 100 International, part of the leading global family entertainment company Studio 100 Group, have announced that they will launch three ex- clusive Maya the Bee branded children’s play areas in leading Turkish shopping centres. The agreement, brokered by Studio 100’s Turkish licensing agent, Sinerji, will see Balo design and produce the three play areas which will range from 200 square metres to 2000 square metres and include a themed Maya the Bee branded playroom.The agreement will provide the children’s brand with expo- sure to Turkish fans in high footfall des- tinations. Visitors to the play areas can expect live en- tertainment plus meet and greets from the character. In addition, Maya the Bee product will be offered to the public within the themed area. Branded vending machines will be placed in the play areas alongside licensed plush and other premium branded items. Maya branded food and beverages will also be available so that children can embrace the whole experi- ence of being with the character. The first Maya branded play area is scheduled to open in Forum Istanbul, the biggest shopping and leisure centre in Europe, in 2014.The 175,000 square metre complex sites 280 local and international brands and is renowned for of- fering customer services and year round consumer events. It is expected to draw 20 million visitors annually.Introduc- ing the first play area within Forum provides major expo- sure and brand credibility for Maya in Turkey. Marie-Laure Marchand, International Licensing Director at Studio 100, commented,“We are extremely proud of this exciting partnership.This ambitious project will take Maya the Bee to the next level in terms of promotion,retail pres- ence and brand exposure in Turkey.” This is the first licensing venture into play areas for Stu- dio 100 and the company plans to announce further licensing agree- ments in this territory through- out 2014. On a different note, Studio 100 has an- nounced the appointment of Tom Reding as Digital Di- rector. Tom will establish and lead a team respon- sible for Commercial Exploitation and Digital Marketing. The team is tasked with ensuring that emerging Studio 100 digi- tal products resonate with the consumer. Formerly Head of Digital Entertainment & Games for BBC Worldwide, Tom left to explore exciting new challenges at Studio 100 and spearhead this new digital arm of the business. His experience includes working on commercial digital products for BBC Earth, Walking with Dinosaurs, Top Gear, Doctor Who and CBeebies. Tom will transfer this experience with globally recognised names into promot- ing Studio 100’s intellectual properties. His new role will see him developing a long-term digital strategy for the business, working across tab- lets and smartphones, consoles, social media and websites. Commenting, Tom said, “It was a simple decision to join Studio 100 as I was struck by the entre- preneurial spirit that runs throughout the business. My objective is to harness that ambition and extend Studio 100’s offer with digital products that will compete on a global scale. All the right ingredients for success are there – global brands, quality content, a strong team, a solid partnership network and top level support for digital trans- formation.It’s a very exciting time for Studio 100 and I can’t wait to talk about the products we have in production.” Hans Bourlon, Studio 100 CEO,“We are delighted to have secured Tom Reding as our Digital Director.This appoint- ment adds strength to Studio 100’s digital capabilities and we know thatTom’s skills and experience will drive this arm of the business forward into new and exciting areas.” Staying with the digital side, in cooperation with mixtvision Digital, Studio 100 has launched the official app Maya the Bee: Flower Party internationally in 10 different languages: English, German, French, Dutch, Spanish, Italian, Turkish, Russian, Japanese, Chinese. The collection of mini-games within the app centres around the popularity of Maya, her friends and their adventures. The app is targeted towards Maya fans but will also appeal to young children who enjoy exploring new virtual worlds and is available on all popular mobile devices. “We are delighted to be launching this stunning Maya the Bee app across multiple platforms and markets; the world of Maya continues to evolve and we are sure it will be a huge hit with both new and existing fans all around the globe“ commented Marie-Laure Marchand. “Developing Maya the Bee: Flower Party was great fun for all who were involved.We are sure this entertainment will be reflected across all Maya the Bee fans when they play the app”, says Oliver Coors, CEO, mixtvision Digital. Maya the Bee:Flower Party is suitable for children aged 3 to 6.The app is available worldwide in 10 languages and will be available for download for from the iOS app store, Google Play,Amazon app shop and Samsung. STUDIO 100 UPDATE
- 13. 13 TOTAL LICENSING NEWEUROPE 4M RENT PARK LANE 2 8M 1 3M 1M 1M ACTION CARD Draw 2 extra cards. play into centre to use PASS GO Upgrade your game with the exciting range of Shuffle products. Fun card games, innovative packaging, full media support and great consumer feedback. Powered by shufflecardgames.com cartamundi.com MONOPOLY©1935,2014Hasbro.AllRightsReserved. Продукция Чупа Чупс® всегда отличается от других сладостей креативным и привлекательным внешним видом, вызываю- щим любопытство. Новая линейка продукции компании по мотивам фильма «Че- ловек из стали» от Warner Bros. с легендарным Суперменом содержит сюрприз – фигурку любимого супергероя. Шоколад- ные шары доступны как в индивидуальной упаковке, так и в формате мультиупаковки, состоящей из трех шоколадных ша- ров. Соберите коллекцию из 8 игрушек! ЧУПА-ЧУПС ВЫПУСТИЛА ШОКОЛАДНЫЕ ШАРЫ С «ЧЕЛОВЕКОМ ИЗ СТАЛИ» Торговая площадка Molotok озвучила самые популярные дет- ские бренды и товары. Чаще всего россиянки заказывают в ин- тернете детскую одежду и обувь, на втором месте детская ме- бель и коляски. Самыми популярными оказались детские вещи торговых марок Next, Cortes, H&M, Kerri, Hello Kitty, CHICCO. Торговая площадка Molotок озвучила статистику покупок детских товаров. Рост спроса на детские игрушки в декабре 2013 — январе 2014 составил 35%. В эти зимние месяцы мамы чаще всего покупали своим детям кукол (25%), интерактивные игрушки (18,5%), конструкторы Lego (15%) и трансформеров (13,5%), сообщает пресс-служба компании Регулярно растет популярность и других онлайн-товаров для детей: большой популярностью в последние два месяца поль- зовалась одежда для детей от двух лет (22%), детская обувь (18%), мебель для детской комнаты (6,5%), одежда для самых маленьких (4,5%), коляски (4,1%) и автокресла (4%). Из одежды для детей от двух лет наибольшим спросом поль- зовалась одежда для девочек (63,5%), особенно детские пухо- вики и куртки (75%). Самыми популярными брендами детской одежды в настоящий момент являются Next, Cortes, H&M, Kerri, Hello Kitty, CHICCO. Из мебели для детской мамы чаще всего выбирают стульчики для кормления торговой марки Chicco (58,6%). А коляски и ав- токресла в основном покупают торговых марок JEDO, Stokke, Peg-Perego и Bebecar. В феврале-марте 2014 года на торговой площадке ожидается сезонный спрос на коляски и автокресла. Весной молодые мамы выходят на прогулку чаще. Популярность автомобиль- ных кресел весной связана с тем, что многие семьи отправля- ются вместе с детьми на природу. Также в марте традиционно растет спрос на легкие куртки, а в апреле — на летнюю детскую обувь. «Рынок детских товаров — один из самых динамичных в рос- сийском e-commerce. Спрос на детские товары не так зависим от цен и уровня дохода семьи, — комментирует ведущий ме- неджер по маркетингу торговой площадки Molotok Виктория Крутиховская, — Именно поэтому мы наблюдаем регулярный рост спроса на детские товары, в особенности на одежду, об- увь и детские игрушки». НАЗВАНЫ САМЫЕ ПОПУЛЯРНЫЕ ДЕТСКИЕ БРЕНДЫ И ТОВАРЫ ПО ВЕРСИИ ТОРГОВОЙ ПЛОЩАДКИ MOLOTOK
- 14. 14 TOTAL LICENSING NEWEUROPEINFO Bandai Co., Ltd. and Sync Beatz Entertainment have announced that the Tama- gotchi L.i.f.e.Angel App is now available for on iOS and Android devices in the U.S. and Canada. The free app recreates the original Tamagotchi Angel digital handheld game series, which was one of the most popular Tamagotchi series after the original release of 1996 in Japan and 1997 in the U.S. The new music in the Tamagotchi L.i.f.e. Angel App is a unique feature for the brand. For the first time ever, Joan Jett is allowing “AnyWeather,” the lead single from Joan Jett and The Blackhearts’ new album, Unvarnished, to be included in a game-based app. The multi-platinum recording artists’ single,“Any Weather,” co-written and performed with Dave Grohl, has been integrated into the new Angel App mini-game for Tamagotchi fans to enjoy. Unlike the original, this 2014 instrumental version introduces music throughout the Angel-raising experience. The Angel app features changeable play modes that allow players to care for their Angels in the classic eggshell TOY mode or full screen in APP mode. The free app offers a multitude of Angel characters and new color environments; updated Life,Happiness,Hunger and Effort me- ters; a new technical feature which enables the screen to be tapped to scare away flying bats; 22 new in-app wallpapers and eight wallpapers for use on the player’s device; 12 shell choices; an image gallery and fun mini-games. Addition- ally,theTamagotchi L.i.f.e.Angel app enables us- ers to post photos of the Tamagotchis they’re raising on Facebook. TAMAGOTCHI L.I.F.E.ANGEL APP Endemol, the world’s largest independent production company, recently announced that it has closed a line up of new deals for its international game show formats in Central and Eastern Europe. Broadcasters in Poland, Macedonia and Serbia have snapped up first series of UK originated hit Pointless from Endemol. Endemol Poland has been commissioned by TVP2 to produce 26 episodes of the quiz, which puts obscure knowledge to the test.The series will launch in access prime time on the channel at the end of the month. In Serbia PRVA has ordered a 24-part run of the show, whilst in Macedonia Sitel has commissioned 30 episodes.These deals follow the format’s success in Croatia where a second series of 129 episodes recently debuted on RTL Televizija, pulling in 13.3% above the channel average in its first week. Next One from Endemol Italy, the quiz where contestants queue up on stage to take part in a high-speed game of knowledge, has been renewed for further series in Hungary andAlbania. MTVA in Hungary has commissioned a second season of 95 episodes,which is due to air this month.InAlbania a third series of 15 episodes has been ordered by Top Channel. In Bulgaria, the first series of Next One on TV7 has been so successful the channel extended the initial 15 episode weekly run with 132 daily episodes, which is currently on air. Global blockbusterThe Money Drop is returning toTurkey on new broadcaster Kanal D.The channel has ordered a prime time series from Endemol, which is set to launch in March this year.The game show is also returning for a seventh season in Poland on TVP2 and Russia on Rossiya. Marina Williams, CEO of Central and Eastern Europe and MENA Regions comments; “Endemol’s game show formats consistently deliver great ratings in Central and Eastern Europe. As we head to Discop in Istanbul, we are extremely pleased to close new deals, which will see these international hits airing in eight key markets across the region.” NEW DEALS FOR ENDEMOL RTL Kockica, the first free-to-air channel for children, youth and families,begun broadcasting on 11th January in Croatia. RTL Kockica is the newest member of the media group RTL Croatia. The program, a combination of domestic production and foreign programs, offers variety from animated films for the youngest to documentaries and family films for the older viewers. “We are proud to introduce RTL Kockica. A lot of work has gone into the launch of this new channel, and we are confident that we have a very interesting program that is both educational and fun. RTL Kockica will continue to enrich their programs with new formats and ideas, “ said Johannes Zuell, CEO of RTL Croatia. The morning format, Little Dice, presents the cartoons,‘Little sports academy’ made in co-production with PBS Centre of sporting excellence;‘Time Machine’; and the ‘Let’s go to the zoo’ franchise which introduces the secrets of the animal kingdom.The series was created in collaboration with the Zagreb Zoo. The afternoon programming features an adaption of the Brothers Grimm fairy rales in ‘Most beautiful fairy-tale world’, as well as French educational cartoon ‘Once Upon a Time... The Human Body’, which introduces the human organism to children in a fun way. Also on air is ‘Little Scientists’, which is an educational and entertaining program.The evening session brings the cartoon series ‘Granny tells beautiful stories’ and is followed by family movies, documentaries and TV shows. BEGUN BROADCASTING IN CROATIA
- 16. 16 TOTAL LICENSING NEWEUROPEINFO Total Licensing will launch its new publication,Total Brand Licensing.The magazine will debut at Licensing Expo in Las Vegas this June. There has long been a need for an information outlet that focuses solely on brands and brand exten- sion, away from the entertainment industry, and Total Brand Licensing does just that. Total Brand Licensing will specifically cater to the needs of brands and brand extensions. Cover- ing all aspects of brand licensing around the world, nine core sections will be the central focus of the new publication, including corporate/trademarks, celebrities, collegiate, estates, fashion, music, copyright, non-profit, sport, and technology. The magazine will also carry global news, research data, and regular opinion. Regular sections will include “Ask a Pro,” company profiles, best prac- tices, retail and merchandising opportunities, show previews and reviews, and market research and development. An editorial advisory board is being created comprising specialists from all walks of the business who will be able to give expert opinion to readers. “This launch is hugely exciting for the industry, as this sector has never, until now, had a global magazine 100 percent devoted to it,” commented Francesca Ash, Publisher. “Given that the 100 most valuable brands in 2013 were worth more than $2.55 trillion, and that together this would make them the 6th biggest country in the world by GDP, ahead of Russia, Brazil and India, the timing is perfect to launch a publication that spotlights brands across the globe following Total Licensing’s publishing ethos of delivering worldwide information to a global industry.” Companies already committed to the first issue cover all sectors of brand,including sports,fashion,corporate brands and more, so don’t miss your chance to be involved in what we believe is one of the most exciting trade publication launches in a long time! TOTAL BRAND LICENSING TO LAUNCH IN JUNE TV production company, BRB Internacional, and Outfit7, have signed a deal to produce the all-newTV series,TalkingTom and Friends.The 52 x 11 minute format will be based on the entertainment phenomenon of the same name that achieved record-breaking acclaim when it became the fastest growing entertainment app series of all time.To date it has achieved over 1.5 billion downloads and 850 million hits onYouTube. A trailer for theTalkingTom and Friends series will make its debut at MIPTV in Cannes this April. Produced in 3D for a target audience of 8 to 12 years-olds, the Talking Tom and FriendsTV series will seeTalkingTom and his group of friends transition from the digital world onto the small screen for the first time.The characters will maintain their distinctive sense of humor and original design that has given them tremendous success on digital platforms. Co-produced by BRB’s creative studio, Screen 21, and Outfit7, the series will be distributed around the world by BRB Internacional. “We’ve spent many years developing our brands, their characters and personalities, so that they resonate with people of all cultures, ages and demographics,” said Samo Login, Founder and CEO of Outfit7. “It is important that we partner with a company that shares our vision and love for our characters. BRB have both the experience and talent to deliver first class content that will further engage with our fans across the world.” Carlos Biern, CEO of BRB Internacional, commented:“I don’t know anyone who doesn’t have these characters on their tablet or mobile phone.We have the good fortune of being able to draw the millions of fans of this brand even further into their universe.The incredible number of hits generated from their first shorts on YouTube, in addition to the 200 million people engaging with them every month, prove there is an audience waiting to consume Talking Tom and Friends content on TV. We’re confident that, together with Outfit7, we will drive the brand to new heights.” BRB INTERNACIONAL AND OUTFIT7 TO PRODUCETALKINGTOMTV SERIES Evolution has been appointed as the global licensing agency for Gaumont International Television and NBCUniversal’s TV series Hannibal. The announcement was made by Travis J. Rutherford, President of Licensing and Retail Development for Evolution, Kim Niemi, Senior Vice President, NBCUniversal Television Consumer Products Group, and Tim Farish, Head of Marketing for Gaumont International Television. Evolution is pro-actively seeking manufacturing and retail partners to launch the brand in North America and Europe via key product categories, including Apparel, Accessories, Fragrance, Home Furnishings, Home Decor, Games and Collectibles. EVOLUTION APPOINTED FOR HANNIBAL
- 17. 17 TOTAL LICENSING NEWEUROPE In the ever-evolving global media in- dustry, NEM is at the forefront of emerging media trends.The New Eu- rope Market brings together leading figures from all sides of the global me- dia industry,whose decisions influence the latest technological and content standards. Following the first event last year, NEM has established itself as the lead- ing content market in the region; of- fering various thematic panels that provide insight into the newest indus- try trends, and cutting-edge presen- tations from influential figures in the global television industry. NEM 2014 will be held at the Du- brovnik Sun Gardens and Radisson BLU Resort & Spa; where the Medi- terranean atmosphere will provide for a more relaxing and conducive networking and business environment. The leading global satellite operator, Eutelsat, has con- firmed that it will once again be the Diamond Spon- sor for the sec- ond New Europe Market, NEM 2014, which will be held from June 10th to 13th. Eutelsat recog- nized NEM’s influ- ence at its first ever edition, NEM 2013. Apostolos Triantafyllou, Senior Vice President of Sales at Eutelsat for Central & Eastern Europe, Caucasus and Central Asia, said, “It’s with great pleasure that Eutelsat has decided to sponsor NEM for the second edi- tion. It is a great occasion to reunite all our trusted partners and friends in the region and to demonstrate our attention to their needs. Eutelsat has optimal resources to better serve the broadcasting industry and the market dynamics! See you all in June!” For more information about NEM 2014, visit www.neweumarket.com or via Facebook,Twitter, LinkedIn, and Instagram. EUTELSAT TO BE NEM’S DIAMOND SPONSOR For over a decade, Kazachok has organized the only show dedicated solely to licensing and brand exten- sion in France.The 11th Edition of this unique fair will take place on April 1st and 2nd 2014 in Paris. France is a complex market; the French are demanding and critical, distribution circuits are difficult to get into and licensing in many ways is very different from other countries in Eu- rope. The way that Kazachok is organized is unique and allows people in attend- ance to conduct business and net- working at any level. Licensees flock to the fair because over and above the Pitching Ses- sions about licens- ing strategies they can also exchange views with other participants and share with other manufacturers the way that they see different catego- ries developing. Buyers and mar- keters attend because they clearly un- derstand how crucial it is to discover new brands and properties very early on as well as learn about the market- ing and communication plans unveiled by exhibitors. In terms of the program, over the two days, the Forum hosts an extensive array of topics including conferences on key topics, pitching sessions and private keynotes, special events and more. The event also includes the Brand Awards event with awards presented to the best in Art and Design, Celeb- rity, Entertainment, Corporate/Brand, Sport, Communication and Promo- tion, Product Innovation and License of theYear. Amongst the many exhibitors are most of the leading companies in France including CPLG,Ankama, Cast- erman, Les Editions Albert Rene, Bi- plano, Bamboo Edition, Edis, Eurogift, FranceTV Distribution, Freegun/ Textiss, Gallimart Jeunesse, Gaumont Animation, Groupe Delcourt, hasbro Brand and Licensing, Kontiki, Millim- ages, Le Petit Prince Licensing, Nel- vana, Nickelodeon/Viacom Consumer Products, Planeta Junior France, Studi- ocanal, Longboard/Norprotex, Media- toon,M6,Teo Jasmin,Telfrance Interac- tive,TF1,The Licensing Company,Toei Animation Europe,Viz Media,Warner Bros Consumer Products and Zodiak Kids. An event for distribution and buying pro- fessionals will take place onWednesday,2 April from 12.30 to 14.30. French buyers and marketers will discover the upcoming brands for the new seasons. For more information or to register to attend, e-mail: forumregistrations@kazachok.com or call +33(0) 1 55 95 00 20. KAZACHOK NEWS
- 18. TOTAL LICENSING NEWEUROPE 18 The magical Winx Club brand is celebrating its 10th anniversary throughout 2014.The anniversary underlines the stability and enduring popularity of a fantastic brand that has been at the top of the girls sector for a decade now. The anniversary calendar is supported by a wide-ranging marketing plan full of activities, from a huge programme of events to retail promotions and strategic partnerships designed to engage all target markets and highlight Winx values. Rainbow always ensures that marketing activities reflect those brand values that have made the property such a success — values like energy, friendship and fashion.All activities therefore, are carefully planned and structured to involve initiatives that keep those brand values well to the fore. Winx Club in particular is a phenomenon.Ten years after its first broadcast it is today one of the most successful 4-12 year old girls’ properties of all time.The series boasts over 15 million viewers each day across 115 broadcasters worldwide.The thrilling and enchanting adventures of a group of young fairies have so far produced six animated series (with a seventh in production), as well as three feature- length movies and an enormously successful licensing programme.Winx Club’s blend of action, adventure and comedy, not to mention magic and stunning designs, has proved massively appealing to girls aged from 4 to tween — and even teen.That appeal has in turn attracted over 500 licensees, across a multitude of categories with over 6000 products developed every year. One of the most important countries for the expansion of Winx Club is Russia, where the trendy fairies are loved by a huge fanbase. Lots of news are in store and the release of the highly anticipated third movie in October looks to be a highlight for the brand.Winx Club has been airing continuously on key Russian TV channel CTC since 2008 and reaches millions of viewers. Importantly the Russian market is key in the digital field being the number one territory in the world for Winx ClubYouTube views incredible seven million a month whilst Russia also boasts the most visitors to the Winx Club website, attracting more than 350,000 monthly, what’s more the territory has driven the highest number of downloads when it comes to the Winx Club app. There are over one hundred Russian licensees covering all the core categories and they are supported by an extremely strong marketing plan that includes amongst other high profile promotions an upcoming paneuropean agreement with McDonald’s which Winx Club Celebrates 10 Years COVER STORY
- 19. TOTAL LICENSING NEWEUROPE 19 exclusively by Kira herself.The high-end, collectible doll is now on sale at selected retailers and comes complete with luxury packaging that will prove irresistible to Winx Club fans looking for a truly special product from their favourite show. Every single doll sold will also help enrich the lives of deprived children as part of the sales income will go to the Planeta Mira cultural and charitable fund.The doll was officially unveiled at a magical event inYakimanka Children’s Gallery in Moscow. It will be distributed in a limited edition by Gulliver,Winx fashion dolls distributor, and one of the leading player in the Russian toys market. After ten years,Winx Club is stronger than ever and it seems certain that the next decade will prove just as exciting for this truly magical brand! Winx Club is one of the most successful 4-12 year old girls’ properties of all time. No other property in its demographic boasts such a solid command of all aspects of the industry. will see Winx Club feature as part of a Happy Meals activity. Among all the marketing activities planned for the Russian market, a hugely exciting link-up with Kira Plastinina, the major Russian fashion designer whose name is behind more than 300 stores in Europe and Asia to celebrate the fashion DNA of Winx Club.This has seen a brand new Winx Club doll hit the shelves complete with a special new outfit designed Kira Plastinina & Lorena Vaccari Make Magic To Create New Fairy Flora Winx Doll Kira Plastinina and Lorena Vaccari, Head of Promotion and Retail at Rainbow, talk to Total Licensing New Europe about the ‘Winx Fairy Doll by Kira Plastinina’ project, the fashion world and the popularity of Winx Club in the Russian market. TLNE: Congratulations on your limited edition Winx doll.What attracted you to the project and your involvement with Winx and Rainbow? Kira Plastinina: It was a pleasure for me when Winx Club asked me to create an outfit for one of the Winx characters. It was twice as interesting for me because I recalled my childhood.And I recalled the time when I was a little girl and created first dresses for my own dolls. I wanted to inspire girls and give them a chance to make a look for their own dolls. That is why in the box of my doll Flora there are wings the girls can color and feel a real designer. When I was a kid I had one of my favorite doll whose name was Monica. One day when my mother was at work… I liked my mother’s scarf very much… so I took it and made my doll a dress.While this outfit was being created no scarf was damaged (laughs)! But as a result there is a LorenaVaccari Kira Plastinina
- 20. TOTAL LICENSING NEWEUROPE 20 bright and appealing outfit. I selected Flora because I like her role in the cartoon and I like her personality very much. I appreciate her modesty, her positive attitude to life and her wish to make everything better. It is a limited collection and every doll has a unique number which you can find on its package. TLNE:The limited edition doll was officially launched on February 9th. How was the event? KP: The event was really exciting! It attracted a lot of attention from the media and celebrities, but mostly important – the kids, who were the most important participants.We made a full size dress and found a model to wear it and make kids were eager to take photos with me, with the model and their new friend - the doll Flora. During the event there was also a fashion show with my younger sister as a model, the master-class of kid make-up and nail service.That was a real festival of fashion for kids! TLNE:The doll will help deprived children through the Planeta Mira fund, is this a cause close to your heart? KP. We have had a close cooperation with Planeta Mira Fund for many years already.There are a lot of projects we have implemented together, but many more are still to be worked on. TLNE:Although you are still only 21 you have been a famous fashion designer for some years was it always your ambition to go into design? KP: I always wanted to be a fashion designer. For my first attempts I used my mother’s clothes (I frequently lent some of her dresses to make my own ones) and my first outfits were designed for my dolls and pets. TLNE: How would you describe the Kira Plastinina doll’s outfit? KP: I envisaged a romantic, tender but at the same time bright and appealing outfit for Flora. In my opinion, we managed to implement our ideas to life even better than the first drafts were. TLNE: Do you think that the partnership with Winx Club will continue? KP: Yes, and I hope that we will be able to continue our partnership in future and my Flora will inspire me for creating my future small fairy collections! Working with such a professional team which are so absorbed in their work is really a pleasure. I would like to thank everyone who took part in our project and am looking forward to meeting them again! TLNE: Winx club is very much about fashion. Is that what inspired you to work with Kira? LorenaVaccari: Of course! Kira is one of the biggest names in the fashion business and her cool, stylish and exciting designs are a perfect fit for the image that the Winx Club fairies project. TLNE:Why did you choose to develop a doll? LV:Winx Club is one of the world’s top TV shows for girls aged 4-12.A doll seemed an ideal way to reflect the style and beauty of the Winx Club fairies for its young audience. But this is no ordinary doll. It is a limited edition, beautifully designed and packaged doll for an audience that wants a very special souvenir of the Winx fairies. TLNE: How important is Russia as a territory for Winx Club? LV: Russia is one of the ten biggest markets in the world.
- 21. TOTAL LICENSING NEWEUROPE 21 It is also relatively new to licensing and expanding very quickly, with a loryoung audience eager to hear about new and exciting products based on their favourite television characters. Winx Club has enjoyed enormous popularity among Russian viewers and has excellent long-term potential in this vast market. TLNE: : It’s Winx Club’s tenth anniversary this year, what other special events do you have planned? LV: The anniversary calendar will be supported by a wide-ranging marketing plan full of activities, from a huge programme of events to retail promotions and strategic partnerships designed to engage all target markets. Each project we develop has a clearly defined aim: to highlight and emphasise the positive values we associate with the Winx world. Fashion, of course, is a core value of primary importance to the brand. TLNE: :What is your next project with Kira? LV: Our hope is that this exciting project will be the beginning of a long-term partnership. Kira has a lot in common with Winx brand — as a fashion leader, of course, but also as a cool, stylish and trendsetting personality with enormous popularity in the Russian market. Last but not least...we both also have a positive wink to the pink colour ... Find Winx at Licensing Forum in Moscow & Bologna Licensing Trade Fair Rainbow S.r.l. via Le Brecce , 60025 - Loreto (AN) - Italy e-mail: licensingdept@rbw.it www.rbw.it Follow us! www.winxclub.com www.youtube.com/user/WinxClubEN www.youtube.com/user/WinxClubRU www.facebook.com/Winx Club Coming soon! Winx Club is a worldwide phenomenon, continuously broadcast in over 130 countries with top ratings.
- 22. TOTAL LICENSING NEWEUROPE 22 В 2014 году бренд Винкс Клуб празднует 10-ю годовщину с момента появления. Эта дата очередной раз доказы- вает стабильность и неуменьшающуюся по- пулярность фантасти- ческого бренда, зани- мающего лидирующие позиции в секторе про- грамм и товаров для девочек на протяжении десяти лет подряд. Праздничный календарь событий подкрепля- ется широкомасштаб- ным разносторонним маркетинговым пла- ном, включающим как огромную про- грамму мероприятий, так и продвижение розничных продаж и стратегическое сотрудничество с целью задей- ствовать все целевые рынки и подчер- кнуть ценности Винкс. Маркетинговая деятельность Rainbow всегда отражает ценно- сти, которые при- вели сериал к успеху – среди них, энергич- ность, дружба и мода. Все мероприятия тщательно рас- планированы и спроектированы для придания данным ценностям первостепенного значения. Винкс Клуб представляет собой необыкновенное явле- ние. Сейчас, через десять лет после первого пока- за, это один из самых популярных сериалов для девочек 4-12 лет за всю исто- рию мультипликации. Каждый день его смотрят более чем 15 миллионов зрителей и показывают 115 телевещательных компаний по всему миру. История захватываю- щих увлекательных приключений команды юных фей рассказывает- ся в шести сезонах сериала (седь- мой находится в производстве) и трех полнометражных мультфиль- мах, и привела к созданию неверо- ятно успешной программы лицен- зирования. Стиль Винкс Клуб совмещает дина- мическое развитие событий, при- ключения и комедию, не говоря о магии и потрясающем дизайне, и завоевал невероятную попу- лярность у девочек от четырех до двенадцати лет и даже старше. Такой успех в свою очередь при- влек более 500 лицензиатов самых различных категорий товаров. Ежегодно под брендом Винкс Клуб выпускается более 6000 продук- тов. Россия является одной из самых важных стран в плане развития бренда Винкс Клуб. Мод- ные феи уже пользуются здесь популярностью у огромного количества поклонников. Наготове множество новостей, и выход ожидаемого всеми третьего фильма в октябре подкрепит попу- лярность бренда. Винкс Клуб идет в эфире ключевого канала рос- сийского телевидения СТС с 2008 года, и его смотрят миллионы зрителей. Важно отметить, что российская аудитория является ключевой с точки зрения циф- ровых товаров. Россия лидирует по количеству просмотров Винкс Клуб на YouTube – невероятная статистика, семь миллионов про- смотров в месяц. Помимо этого Россия занимает первое место по заходам на сайт Винкс Клуб (более 350 000 в месяц), и по скачиваниям приложения Винкс Клуб. Более ста российских лицензиатов работают над производством всех основных кате- горий продуктов. Их деятельность подкре- пляется надежным мар- кетинговым планом, включающим, помимо других высококлассных мероприятий, панъевропей- ское соглашение с компанией Winx Club исполняется десять лет СТАТЬЯ НОМЕРА
- 23. TOTAL LICENSING NEWEUROPE 23 кукла Винкс Клуб в эксклюзивном наряде от Киры. Высококачествен- ная коллекционная кукла уже поступила в продажу и доступна у определенных продавцов. Она поставляется в роскошной упа- ковке, перед которой не смогут устоять поклонники Винкс Клуб, желающие приобрести особенную игрушку из любимого шоу. Каждая проданная кукла помогает улучшить жизни детей-сирот – часть доходов от продаж пойдет в культурно-благотворительный фонд Планета Мира. Официаль- ная презентация куклы прошла в Москве на волшебном празд- нике в магазине Детская Галерея «Якиманка». Распространением игрушки будет заниматься «Гулли- вер», официальный продавец кукл Винкс и один из ведущих пред- ставителей российского рынка игрушек. Через десять лет после своего создания Винкс Клуб силен как никогда, и все указывает на то, что следующая декада будет такой же увлекательной для этого по-насто- ящему волшебного бренда! Через десять лет после первого показа, Winx один из самых популярных сериалов для девочек 4-12 лет за всю историю мультипликации. McDonald, которая намеревается включить Винкс Клуб в состав Happy Meal. Среди всех запланированных маркетинговых мероприятий для российского рынка особенно ярко выделяется сотрудничество с Кирой Пластининой, ведущим российским модельером, чье имя стоит на более чем 300 магазинах в Европе и Азии. Этим замечатель- ным событием мы отдаем должное основному аспекту Винкс Клуба - моде. В связи с этим на прилав- ках появится абсолютно новая Кира Пластинина и Лорена Ваккари Сотворить магию и создать новую куклу Винкс Клуб Кира Пластинина и Ло- рена Ваккари, Начальник продвижения и рознице в компании Rainbow, гово- рят о проекте «Кукла ‘Фея Винкс’ от Киры Пласти- ниной», мире моды и попу- лярности Винкс Клуба на российском рынке. TLNE: Поздравляю с выходом ва- шей коллекционной куклы Винкс. Что привлекло вас в этом проек- те и к сотрудничеству с Винкс и “Rainbow”? Кира Пластинина: Мне было очень приятно, когда WINX CLUB обратилась ко мне с предложе- нием создать образ для одной из героинь мультипликационного фильма WINX . Это было вдвойне интересно, потому что я вспом- нила детство, я вспомнила то время, когда я была еще совсем маленькой и придумывала первые наряды для своих кукол, и мне хотелось вдохновить и дать шанс девочкам создать образ для своей куклы. Поэтому у моей куклы Флоры в коробке есть крылья, которые можно раскрасить, и почувство- вать себя дизайнером. У меня в детстве была одна из любимых кукл, ее звали Моника. А когда мама ушла на работу, из ее шарфа, который мне очень Лорена Ваккари Кира Пластинина
- 24. TOTAL LICENSING NEWEUROPE 24 нравился, я сделала кукле платье. При создании наряда для куклы Флоры ни одного маминого шар- фика не пострадает (смеется). У нас получился очень яркий и ин- тересный образ. Я выбрала именно Флору, потому что мне нравится ее роль и ее характер. Мне нравится ее скром- ность, ее позитивный взгляд на жизнь и ее желание все всегда улучшить. Это лими- тированная коллекция, у каждой куклы есть свой но- мер, который вы можете найти на упа- ковке. TLNE: Выход коллекцион- ной куклы официально состоялся 9-го февраля. Как прошло это событие? КП: Ивент был неверо- ятно интерес- ный, он при- влек внима- ние не только средств мас- совой инфор- мации и селебрити, но и самых наших главных участников - детей. Мы создали платье в натуральную величину и одели его на девушку модель, многие дети сфотографи- ровались со мной, с ней и со своей новой подругой - куклой Флорой. В ходе мероприятия состоялся показ мод с участием моей млад- шей сестры в качестве модели, мастер классы детского макияжа и маникюра. Это был настоящий праздник моды для детей! TLNE: Эта кукла поможет де- тям-сиротам через фонд Планета Мира. Вам близка эта инициа- тива? КП: С фондом Планета Мира мы сотрудни- чаем на постоянной основе уже много лет. Очень много инициатив мы уже реализовали вместе, и очень очень много нам еще предстоит. TLNE: Вам всего 21-год, но вы уже несколько лет успешно работаете дизайнером. Вы с самого начала хоте- ли заниматься дизайном одежды? КП: IЯ хотела стать дизайне- ром с того момента как себя пом- ню. Мои первые дизайнерские экс- перименты коснулись гардероба моей мамы (часто я заимствовала у нее вещи для создания платьев), а первые наряды я создавала для своих кукол и домашних питомцев. TLNE: Как вы опишите наряд ку- клы «Кира Пластинина»? КП: Наряд Флоры задумывался мной как романтичный, нежный, но в то же время яркий и интерес- ный образ. Думаю, нам удалось воплотить все наши задумки в жизнь даже лучше, чем в первона- чальных эскизах. TLNE: Вы рассчитываете на продолжение сотрудничества с Винкс Клубом? KП: Да, и я надеюсь, что мы будем иметь возможность сотрудничать снова в будущем и моя Флора бу- дет вдохновлять меня на создание моих следующих волшебных кол- лекций для WINX! Работа с такой профессиональной командой увлеченных своим делом лю- дей- огромное удо- вольствие, хочется поблагодарить всех, кто принимал участие в нашем проекте и, надеюсь, на нашу ско- рую встречу! TLNE: Винкс Клуб тесно связан с модой. Это и вдохновило вас на сотрудничество с Кирой? Лорена Ваккари: Конечно! Кира – одна из известнейших личностей в модельном деле, ее современные, стильные, великолепные дизайны идеально подходят под образ фей Винкс Клуба. TLNE: Почему вы решили создать куклу? ЛВ: Винкс Клуб - один из самых популярных телевизионных сери- алов для девочек 4-12 лет. Кукла идеально демонстрирует стиль и красоту фей Винкс Клуб для моло- дой аудитории. Но это необычная кукла. Она выпускается ограни- ченной партией, прекрасно разра- ботана и упакована, и предназна- чена для тех, кто хочет получить особый подарок от фей Винкс. TLNE: Насколько важен россий- ский рынок для Винкс Клуб?
- 25. TOTAL LICENSING NEWEUROPE 25 ЛВ: Россия представляет один из десяти крупнейших рынков в мире. Помимо этого она довольно недавно начала применять лицен- зирование и активно развивается. В этой стране есть большая зри- тельская аудитория, желающая по- лучить новые интересные товары, связанные с любимыми персона- жами сериалов. Винкс Клуб поль- зуется огромной популярностью у российских зрителей и обладает отличным потенциалом для долго- срочного развития рынка. TLNE: : В этом году Винкс Клуб исполняется десять лет. Какие особые мероприятия вы запла- нировали? ЛВ: Праздничный календарь собы- тий дополнится широкомасштаб- ным разносторонним маркетин- говым планом, включающим как огромную программу мероприя- тий, так и продвижение розничных продаж и стратегическое сотруд- ничество с целью задействовать все целевые рынки. Каждый разрабатываемый нами проект обладает определенной целью: подчеркнуть и особенно положительные ценности мира Винкс. Мода является основной первостепенной ценностью брен- да. TLNE: : Каким будет ваш следую- щий проект с Кирой? ЛВ: Мы надеемся, что этот проект станет основой для долгосрочного сотрудничества. У Киры есть мно- го общего с брендом Винкс - она устанавливает стандарты моды и сама явля- ется стильной, современ- ной модной личностью, пользующейся невероятной популярностью в России. И наконец, важно, что она тоже любит розовый цвет… Посетите Winx на: Российский лицензионный форум в Москве и Bologna Licensing Trade Fair Rainbow S.r.l. via Le Brecce , 60025 - Loreto (AN) - Italy e-mail: licensingdept@rbw.it www.rbw.it Давайте дружить! www.winxclub.com www.youtube.com/user/WinxClubEN www.youtube.com/user/WinxClubRU www.facebook.com/Winx Club скоро! Каждый день Winx смотрят более чем 15 миллионов зрителей и показы- вают 115 телевеща- тельных компаний по всему миру.
- 26. 26 Each year,Spielwarenmesse iswithout doubt a showcase for licensed toys.This year,at biggest show ever licensed products were present across almost all booths and in every product category. A special highlight at Spielwarenmesse is the International Trend Selection, in which international media partners present the top three properties with potential in their respective country markets. Results of this selection highlight the differences between world’s markets.While theTeenage Mutant NinjaTurtles,Disney properties and Skylanders are, as expected, on the lists, the Turkish Top 3, for example, is quite surprising and reflects the importance of ‘local’ properties which are still in many cases the most popular and, as such, resist the more global phenomenon influence. More information is available at: http://www.toyfair.de/highlights/?L=1 Here,TLNE brings you the results and available descriptions of all the selected Top licenses with the spotlight, of course, on New Europe territories: Russia & Turkey. Germany • Teenage Mutant Ninja Turtles • Looney Tunes Co-Brand. NBA • Mike the Knight France • Calimero • Tenkai Knights • LoliRock Italy • Barbie • Peppa Pig • Mickey Mouse Russia • Masha and the Bear • WinX Club • Cars International Trend Selection 2014 Spain • Violetta • Peppa Pig • Teenage Mutant Ninja Turtles Turkey • CAN • Niloya • Sindy UK • Matt Hatter Chronicles • How to TrainYour Dagon • Teenage Mutant Ninja Turtles USA • Skylanders • Doc McStuffins • Amazing Spider-Man 2 TOTAL LICENSING NEW EUROPE
- 27. 27 RUSSIA Top 1: Mashaand the Bear The franchise was developed based on a famous Russian cartoon series. It’s the first Russian anima- tion brand that connects with the children all over the world thanks to its style and emotional appeal generated by the top-notch animation quality and amusing scenarios.The series tell us about a unique relationship between the two main characters. Masha is an exceedingly active little girl who can’t sit still on one place and has to make everything a business of her own.Her curiosity is off the charts and as every child she believes that the world was created for her amusement.The Bear is a big and hearty guy who loves comfort and whose life is quite average and boring without Masha. Licensor:Animaccord Studio/Masha and the Bear Licensing Agency: INK Brands Top 2:WinX Club Winx Club is one of the most successful 4-12 year old girls’ properties of all time. No other property in its demographic boasts such a solid command of all aspects of the industry. Winx Club is the only kids’ brand supported by 104 half-hourTV episodes,2 big-budget theatrical features: Winx Club –The Secret of the Lost Kingdom (2007) and Winx Club 3D – Magical Adventure (2010), a Broadway-style kids musical, an ice skating show, an MMO Game (slated for 2014), billions worth of merchandising at retail all over the world and even a theme park.Winx Club is a worldwide phenomenon, continuously broadcast in over 130 countries with top ratings Licensor: Rainbow s.r.L. Top 3: Cars Cars is a 2006 animated film produced by Pixar Animation Studios and released by Walt Disney Pic- tures and Buena Vista Distribution.The movie was directed by John Lasseter and co-directed by the late Joe Ranft.A sequel, Cars 2, was released in theaters on June 24, 2011.Also Planes is an spin-off of the 2006 animated film Cars and the 2011 animated sequel Cars 2.Cars is still a strong licensing topic spreading over Russia. Licensor: TheWalt Disney Company LicensingAgency:TheWalt Disney Company CIS TURKEY Top 1: CAN CAN is a 5 years old curious and cute boy who has a very lovely family including his father, mom, grandma, sister and elder brother. In each episode, CAN learns some values and good manners of life from his family members and he repeats with a song what he learned in the episode. CAN is already on air with the first season.Another season will be ready in March 2014. Licensing Agency: Metropol Lisans A.S. Top 2: Niloya Kaynak Licensing is about to complete the first season of its first animated cartoon serie Niloya. Niloya is a 4 years-old sweet and curious girl living in a town close to the city center with her family. She explores and learns new things every day with the help of others in the family and she is very curious about the nature. Niloya has a very strong imagination power and you can see all her imagi- nations from the songs she performs in every episode.The cartoon series will start onYumurcak TV channel in 2014. Licensing Agency: Kaynak Licensing Top 3: Sindy With the newest face and style, in September 2013, Sindy the world’s famous doll brand has celebrat- ed 50 years of success. Over all of these years Sindy has been a role model, best friend and fashion icon to millions of girls.There will be over 25 new doll models of Sindy in 2014 with a recently updated style guide offering new elements and design contents for licensees use for their product categories. Licensing Agency: Lisans Medya TOTAL LICENSING NEW EUROPE
- 28. 28 Amazing Spider-Man 2 Spider-Manis one of the biggest icons in popular culture with a long-established legacy amongst boys and men.This year, Marvel’s Amazing Spider-Man returns in an all-new theatrical adventure. Spider-Man must save NewYork from the electrifying power of fan-favourite villain Electro,with new characters join- ing this new film. Spider-Man provides all of the action, heroics and fun of Super Heroes that people of all ages seek out, leveraging the worldwide awareness and multinational appeal of the character and his universe to create products that appeal to people of all ages. Barbie - No 1 Italy Barbie is a fashion doll manufactured by American toy-company Mattel, Inc. and was launched in March 1959.American business woman Ruth Handler is credited with the creation of the doll using a German doll called Bild Lilli as her inspiration. Barbie is the figurehead of a brand of Mattel dolls and accessories, including other family members and collectible dolls. She has an on-off romantic relationship with her boyfriend Ken, who first appeared in 1961. Calimero - No 2 France For its 50th anniversary,Calimero is back in a new CGI series.With his three companions,Calimero sets off on wild adventures to put right all those things in life that are just not fair. Produced by Gaumont Animation,the series will start airing in 2014 on key free to air channels.A new licensing programme will follow targeting both adults with vintage products and children 4 to 7 with products based on the new CGI designs.A large range of toys and games will be developed as well. Doc McStuffins – No 2 USA Doc McStuffins is an imaginative animated series on Disney Junior which follows Doc, a six-year-old girl who communicates with and heals stuffed animals and broken toys out of her backyard playhouse clinic. The series highlights the importance of taking care of oneself and others,while showcasing the hallmarks of great Disney storytelling – fantasy and wish fulfilment. Appealing to the nurturer in children, the come-to-life element of the Doc McStuffins toys supports aspirational doctor play amongst children.Doc McStuffins was the fastest-selling franchise at the The Disney Store in 2013 and with a newly-launched seriesand significant cross category expansion throughout 2014, the franchise continues to grow from strength to strength. How to TrainYour Dragon - No 2 United Kingdom The franchise began in 2010 with film which told an original story about a mythical world of dragons, combining action, adventure and comedy into one amazing movie that touched the hearts of moviego- ers around the world.The film drove $500M in box office, 2 Academy Award nominations, 10M videos sold and $1B in retail sales globally. DreamWorksDragons: Riders of BerkTV series launched 2012-2013 and rose to #1 in many of the 57 countries airing, with season 2 Defenders of Berk airing 2013-2014. The release of How toTrainYour Dragon 2 has driven a massive expansion in 2014 into all key hardline/ softline consumer products categories as well as publishing,online and app games,and live entertainment. LoliRock - No 3 France LoliRock, a new and exciting music-based animated TV show targeted at the hugely exciting 5-10 girls market, follows the adventures of Iris and her friends of her LoliRock band as she discovers a new world of music, mystery and magic. Initial launch in fall 2014 on France 3 and EMEA. Looney Tunes Co-Branding NBA - No 2 Germany The Looney Tunes have been delighting the public worldwide for decades and are global entertainment idols.They are now teaming up with the NBA, the global sports and media operation especially known for the US basketball league.The deal is designed to increase interest in an active lifestyle and encourage children in EMEA to play basketball.The products produced for this will integrate the popular Looney Tunes characters with the NBA’s branding, and feature Bugs Bunny, Daffy Duck and other Looney Tunes characters in NBA team jerseys. Co-branded basketball training to be held at selected NBA events in Europe will be one key aspect of the partnership. Properties – InternationalTrend Selection (in alphabetical order) TOTAL LICENSING NEW EUROPE
- 29. 29 Matt Hatter Chronicles– No 1 United Kingdom International hit series about a schoolboy destined to be the next Hatter Hero. Matt must protect and defend a secret dimension called the Multiverse accessed only via his family home, the Coronet Movie Theatre. Famous movie villains screened at the Coronet have escaped into the Multiverse and are under the evil control of Lord Tenoroc. Matt and friends Roxie and Gomez must defeat and capture the Super Villains and save his grandpa! Mike the Knight - No 3 Germany Through comedy, adventure and magical mishaps, Mike rises to each challenge tackling each mission ac- cording to his motto “Be a Knight, do it Right” together with the help of his closest friends: Sparkie and Squirt (a pair of tame dragons) and his trusty horse, Galahad. Mickey Mouse - No 3 Italy Mickey Mouse is a funny animal cartoon character and the official mascot of The Walt Disney Company. He was created byWalt Disney and Ub Iwerks at theWalt Disney Studios in 1928.An anthropomorphic mouse who typically wears red shorts, large yellow shoes, and white gloves, Mickey has become one of the most recognizable cartoon characters in the world. Mickey generally appears alongside his girlfriend Minnie Mouse,his pet dog Pluto,his friends Donald Duck,and Goofy,and his nemesis Pete,among others. Peppa Pig - No 2 Italy, No 2 Spain Peppa Pig is a British children’s animated television series created,directed and produced byAstley Baker Davies and distributed by E1 Kids.To date,four series have been aired.It is shown in 180 territories.Each episode is approximately 5 minutes long.The show revolves around Peppa, an anthropomorphic female pig,and her family and friends.Each of her friends is a different species of mammal.Peppa’s friends are the same age as she,and Peppa’s younger brother George’s friends are the same age as him.Episodes tend to feature everyday activities such as attending playgroup, going swimming, visiting their grandparents, going to the playground or riding bikes. Skylanders - No 1 USA Skylanders SWAP Force builds upon the success of the Skylanders franchise’s signature gameplay and collectible toy experience,adding an all-new dimension to the“toys to life” innovation.As the third instal- ment in the award-winning series, the game introduces a compelling play pattern – swapability – that lets gamers transform 16 SWAP Force inter-action figures into more than 250 unique characters by swapping the top and bottom halves of the toys. Portal Masters can mix and match characters’ powers and moves to experience an unprecedented level of choice. Fans also can play Skylanders SWAP Force with their entire collection of 100+ characters from Skylanders Spyro’s Adventure and Skylanders Giants. Tenkai Knights - No 2 France In Tenkai Knights, teenagers Guren, Ceylan, Chooki and Toxsa accidentally stumbled into an interdimen- sional portal and ended up on the world known as Quarton. They emerged as Bravenwolf, Tributon, Lydendor andValorn, the legendary Tenkai Knights. Now these four friends hold the fate of two worlds in their powerful robotic hands and must master amazing powers to stop the evilVilius and his army of shapeshifting robots from destroying both Quarton and Earth. Teenage Mutant Ninja Turtles - No 1 Germany, No 3 Spain, No 3 United Kingdom Leo, Donnie, Ralph and Mikey have turned the world green and the mutant momentum continues into 2014 and beyond.With strong viewership around the world and best-in-class products, the Turtles have emerged as this generation’s household heroes.Throughout 2014 and 2015, massive investments in in- tegrated marketing campaigns, paired with all new content, fresh creative and a major theatrical release will engage core fans and recruit new ones. Violetta – No 1 Spain Violetta is a romantic Telenovela full of humour for girls from 8 to 13 years.The story is aboutVioletta, a lonesome teenager with a lot of talent.After living some years in Europe she moves back to her home countryArgentina.In BuenosAires she finds true friends and the love,while she discovers her appeal for the music.The first and parts of the second edition were already aired with a huge success on Disney Channel. TOTAL LICENSING NEW EUROPE
- 30. TOTAL LICENSING NEWEUROPE 30 The Russian Licensing Forum - the event that brings together brands, images and other characters for licensing, was held from 12 to 14 March 2014 at Crocus Expo International Exhibition Center in Moscow. The exhibitions leading partner this year is NickelodeonViacom Consumer Products, and major exhibitors included Melnitsa Studio, Rainbow Srl, Riki/Marmelad Media, Animaccord, Disney, Playcom and FC Zenit. Further exhibitors at this year’s event include Ink, Megalicense, Brand Extensions Russia, ELC, Icon Promotion, Plus License,Alfa-Studio, KinoAtis,Aeorplan, CLS,Toonbox Studio,Tempting Brands, Stella+, Detskiy Klub, Edis SpA, the the Russian Animated Film Association, Among all the advantages of the visiting the Forum for producers of various kinds of products (fashion apparel, food, drinks, household goods, toys, hobby; video, home entertainment, stationery; sporting goods; publishing business, gifts, souvenirs, beauty, accessories and others) is a new look of your product, specialized exhibition are very effective ways to widen the scope of a brand and increase its recognition in Russia. Key areas covereded during the Russian Licensing Forum included national Russian brands, marketing and licensing, the protection of intellectual property, the licensing market in Russia and the CIS, as well as statistics, trends, facts and new media and digital in licensing. The Russian Licensing Forum is held with the support of ADGI (The Association of Children’s Goods Industry) which is the organiser of the business program this year. Key media partners includeVestnik, the leading information portal devoted to licensing in Russia who are the official information partners; and Total Licensing, who are general information partners. CJSC RNTA-EXPO, organisers of the event, are leading professional exhibition and marketing service providers. Besides The Russian Licensing Forum, RNTA Expo organise the Toys & Kids Trade Fair in Russia. For further information, please visit http://www.licensingexpo.ru which opens the perspectives and opportunities for goods and services promotion. In addition to the exhibition, there were a business program including presentations, conferences and seminars led by leading experts in licensing. Key speakers uncovered the secrets of how to create, manage and promote licensed brands and products.They also shared their “know-how”, in terms of the best technology and tomorrow’s trends. A busy business program and In addition to the exhibition, there was a major business program including presentations, conferences and seminars led by leading experts in licensing. RUSSIAN LICENSING FORUM 12-14 March | Crocus Expo | Moscow
- 31. TOTAL LICENSING NEWEUROPE 31 Brand Extensions Russia exhibited at the recent Russian Licensing Forum. Jane Evans, CEO of BER, gave her impressions of the Russian market, and the show in particular, toTotal Licensing New Europe. “Our observation of attendees at the Russian Licensing Forum over the last couple of days has demonstrated there are some upcoming trends among some categories and an increase in interest in licensing from companies of many different sizes. Over the past 10 years Russian manufacturers have generally focused on media brands.Today, whilst maintaining that interest, they are starting to look for brands that are stable and have longevity.We saw this in apparel, back to school and even in more niche product categories. Another trend is that established licensees, having secured their kids’ portfolio, are now looking for the next age groups of 14-19 and adult brands. People now understand that a great idea with dynamic execution of visual components can be sufficient to build a highly successful collection or line without the need for media support. A great example is Pets Rock which Brand Extensions Russia signed just a few days before the show.They say that every person looks like their dog, cat or hamster and this unique take on famous personalities through our favourite pets is proving to be very popular. Parody is a new and exciting area for Russia as it is completely unknown in this market. Launched in 2008 Takkoda’s award winning brand, Pets Rock, is a striking play on our enduring fascination with pets and the cult of celebrity.We have been very pleasantly surprised by the level of interest from a wide variety of categories and look forward to a truly successful programme in Russia/ CIS. Another trend is the number of attendees from Ukraine which really seems to be the next big market after Russia (despite the current political situation) although most of the big Russian companies have Ukraine and some other CIS countries in their license agreements Ukrainian companies are now looking for rights for themselves not via a Russian licensee. Other CIS countries also seem to be getting the licensing vibe and we have met people from Armenia, Azerbaijan and others. Other recent property acquisitions by Brand Extensions Russia are Angel Cat Sugar, for whom we have already secured a publishing and a back to school deal, and Dakar the world famous rally held in uncompromising landscapes which offers a completely different opportunity for licensees and consumers. Finally we have secured an agreement for stationery and bags with The Academy Group for Pepsi; ranges of bed-linen and other bedroom textiles with OTK for Hallmark’s Forever Friends, three publishing deals with Fenix for Gem Fairies,Turizmo and Angel Cat Sugar and more in the pipeline. We are very much looking forward to the next three to six months until we next exhibit at Brand Licensing Europe in London in October.”
- 32. TOTAL LICENSING NEWEUROPE 32 «Российский Лицензионный Форум» - главное событие российского рынка лицензирования – пройдет с 12 по 14 марта 2014 в Москве (МВЦ «Крокус Экспо», павильон 3, зал 17). Единственное в своем роде мероприятие, объединяющее выставочную экспозицию и отраслевую конференцию, представляющее актуальные мировые тенденции лицензирования и самые топовые персонажи, бренды, изображения, предлагаемые для аренды потенциальным лицензиатам. Официальным партнером «Российского Лицензионного Форума 2014» является Nickelodeon Viacom Consumer Products - подразделение одного из крупнейших медиа-холдингов мира – VIACOM International Media Networks (Nickelodeon, MTV, Paramount). Аудитория брендов VIACOM составляет более 600 млн. домохозяйств в 150 странах мира. Практически в каждом детском магазине в России можно купить игрушки, одежду, канцелярскую продукцию и другие товары с персонажами Nickelodeon – «Губка Боб Квадратные Штаны», «Даша- путешественница» и «Черепашки- ниндзя». Среди постоянных экспонентов выставки самые известные правообладатели: Студия «Мельница», RAINBOW, ГК РИКИ / «Мармелад Медиа», Студия «Анимаккорд», DISNEY, Плейком (Cut the Rope), ФК «Зенит». Неизменными участниками «Российского Лицензионного Форума» являются крупнейшие лицензионные агентства: INK, Мегалайсенз, Brand Extensions Russia, ELC, ICON Promotion, Plus Licens. В 2014 году к числу экспонентов «Российского Лицензионного Форума» присоединились: CLS – Комплексные Лицензионные Решения, Студия Toonbox, Tempting Brands AG, Детский клуб, КиноАтис, АЭРОПЛАН, EDIS S.p.A., Ассоциация Анимационного Кино телекомпания «Первый ТВЧ». Организатор «Российского Лицензионного Форума» - ЗАО «НАИР ЭКСПО», ведущая профессиональная выставочная компания с многолетним опытом в проведении отраслевых мероприятий, приглашает Вас посетить официальный сайт выставки www.licensingexpo.ru где Вы сможете получить более подробную информацию о мероприятиях в рамках выставки, экспонентах и представленных брендах. РОССИЙСКИЙ ЛИЦЕНЗИОННЫЙ ФОРУМ 12-14 марта | Крокус Экспо | Москва
- 33. TOTAL LICENSING NEWEUROPE 33 Общаясь с посетителями Российского Лицензионного Форума, мы заметили несколько свежих тенденций лицензионного рынка, общих для компаний из разных категорий и разных размеров. Долгое время российский лицензиаты и производители фокусировали свои усилия на медийных брендах, сейчас этот интерес остается, но компании присматриваются и к бренд- лицензиям, которые отличаются стабильностью и долгим жизненным циклом. Мы наблюдали эту закономерность как в традиционных для лицензирования категориях, таких как одежда или школьные товары, так и в более нишевых продуктовых категория. Еще один тренд – компании сформировали стабильное портфолио для детской аудитории и теперь приступают к разработке портфолио для подростков (14- 19 лет) и взрослых. А это требует иного подхода к принятию решений относительно выбора лицензии: компании понимают, что яркая идея с сильным визуальным наполнением может служить основой для создания успешной коллекции или линейки продуктов без классического присутствия на телевидении или в кинопрокате. Отличным примером может служить бренд Pets Rock, контракт с которым был заключен Brand Extensions Russia за несколько дней до выставки. Компания Takkoda - cоздатели бренда заметили, что в каждом человеке есть что-то от домашнего любимца (кошки, собаки или хомячка) и посмотрели на знаменитостей через призму этой идеи. Так на лицензионном рынке появилось новое веяние – пародия, ранее никем не используемая. Takkoda выпустили первые продукты в 2008 году, сразу завоевали несколько отраслевых наград благодаря блестящей идее соединить образы домашних любимцев и знаменитостей. И мы очень рады откликам посетителей форума – представители компаний из разных категорий отметили высокий интерес к результатам работы. Мы надеемся, что в скором времени на рынке в России и СНГ появятся новые продукты с героями Pets Rock. Стоит отметить еще одну тенденцию – активизировалась Украина, которая метит на второе место по величине лицензионного рынка в СНГ после России (несмотря на политическую ситуацию в стране). И это несмотря на тот факт, что крупные российские лицензиаты обычно присутствуют на Украине и в других странах СНГ. Украинцы все чаще запрашивают лицензии для себя в традиционно сильных отраслях – текстиль, школьные товары. Мы также общались с компаниями из Армении, Азербайджана – похоже, что другие страны СНГ тоже открывают для себя лицензионный рынок. Мы также получили значительный интерес относительно наших новых брендов - Angel Cat Sugar (мы подписали два контракта – издательский и школьные товары) и Дакар – известное состязание автомобилей и мотоциклов (сейчас ведутся переговоры в нескольких категориях). Пользуясь случаем, мы рады анонсировать сотрудничество с «Академией Групп» по бренду Pepsi (категории канцелярских товаров и сумки), сотрудничество с ОТК по бренду Forever Friends (Hallmark) в категории постельного белья и аксессуаров для спальни, сделки с издательством «Феникс» по брендам Gem Fairies, Turizmo и Angel Cat Sugar. В ближайшие полгода мы надеемся завершить еще несколько сделок и поделиться результатами работы на выставке Brand Licensing Europe в октябре в Лондоне.
- 34. TOTAL LICENSING NEWEUROPE 34 NICKELODEON ПОЛУЧИЛ ЗВАНИЕ «ЛУЧШЕГО ДЕТСКОГО ТЕЛЕКАНАЛА» По результатам зрительского го- лосования телеканал Paramount Comedy стал победителем в но- минациях «Телеканал сериалов» и «Развлекательный телеканал», а Nickelodeon получил звание «Лучшего детского телеканала». Ранее Nickelodeon уже становился двукратным лауреатом премии по версии жюри, а в этом году луч- шим его назвали и зрители. Торжественная церемония на- граждения победителей премии «Большая цифра» прошла в рамках 16-й международной выставки и форума CSTB’2014 - главного еже- годного события телевизионной и телекоммуникационной отраслей России и стран СНГ. «Наша победа в зрительском голосовании стала подтверждением того, насколько хорошо мы знаем нашу аудиторию и ее предпочтения. И, конечно, за- лог победы – это качество нашего контента и правильная стратегия развития каждого из телекана- лов», - прокомментировала победу Nickelodeon и Paramount Comedy генеральный директор VIMN Рос- сия, СНГ, Украина, Прибалтика Еле- на Бальмонт. По мнению руководства VIMN свой вклад в получение премии внесли и те положительные резуль- таты, которых Paramount Comedy и Nickelodeon удалось добиться в 2013 году в России. Например, Paramount Comedy обе- спечил доставку россий- ским зрителям качествен- ного западного контента (новые сезоны «Теории Большого Взрыва» и «Южного парка» в популярной озвучке проектов «Кураж-Бамбей» и Евгения Рыбова соответственно) в максимально короткие сроки после глобальной премьеры. По- мимо этого, к декабрю 2013 года среднесуточный охват аудитории Paramount Comedy в возрасте от 18 до 34 лет вырос на 112% по сравнению с аналогичным пе- риодом 2012 года[1]. Телеканал Nickelodeon в 2013 впервые вы- шел на рекордные показатели те- лесмотрения, сравнимые с резуль- татами эфирных каналов, он стал платным каналом №1 в России по доле телесмотрения [2]. В ноябре 2013 года Nickelodeon отметил 15-летний юбилей вещания в Рос- сии и предстал перед зрителями в обновленном формате. В 2013 году помимо премьер новых шоу телеканал впервые показал в эфи- ре нескольких полнометражных фильмов для всей семьи. В планах каналов Paramount Comedy и Nickelodeon на 2014 год дальнейшее развитие предло- жения для российских зрителей. Самой ожидаемой премьерой Nickelodeon в 2014-м году станет запуск второго сезона сериала «Черепашки» в феврале, а самым популярным шоу – церемония вручения ежегодной премии Kids Choice Awards, которая пройдет в конце марта в Лос-Анджелесе. Paramount Comedy планирует начать показ лучших зарубежных полнометражных комедий, про- должить работу над выпуском собственного контента, а также привезти в Россию популярные сериалы и новые выпуски концер- тов лучших зарубежных стенд-ап артистов. ПЕРВЫЕ ИТОГИ КИНОПРОКАТА АНИМАЦИОННОЙ ЛЕНТЫ «БЕЛКА И СТРЕЛКА. ЛУННЫЕ ПРИКЛЮЧЕНИЯ» Кассовый сбор лишь за один день проката популярного пол- нометражного фильма «Белка и Стрелка. Лунные приключения» составил 4,5 млн. рублей или 130 тыс. долларов США, что позволило данному мультфильму войти в пятерку российского кинопроката наряду с такими блокбастерами, как «Волк с Уолл-Стрит», «Вий», «В спорте только девушки». Кино- прокат сиквела полюбившейся зрителям анимационной ленты «Белка и Стрелка. Звездные Соба- ки», выпущенной кинокомпанией «КиноАтис» в 2010 году, стартовал 6 февраля 2014 года. По итогам первого уик-энда про- должение мультфильма о забав- ных приключениях собак-космо- навтов «Белка и Стрелка. Лунные приключения» собрал 97,6 млн. рублей ($ 2,81 млн.), заняв третье место среди компаний-лидеров национального кинопроката. »БУКАШКИ. ПРИКЛЮЧЕНИЕ В ДОЛИНЕ МУРАВЬЕВ» ПОКАЗАЛИ БЛЕСТЯЩИЙ СТАРТ ВО ФРАНЦИИ Во Франции с большим успехом идёт полнометражный 3D мульт- фильм Букашки –Приключение в Долине Муравьёв. Фильм вышел на 468 копях, и в общей сложности за первые пять дней проката его посмотрело 369 172 человека. Данные опроса зрителей на выхо- де также показали потрясающие результаты: 96% положительных отзывов. Несмотря на то, что в последнее время посещаемость кинотеатров во Франции упала, «Букашки» смогли достигнуть таких же высо- ких показателей, что в своё время «Артур и Минипуты» Люка Бессо- на, опередив «Эрнеста и Селести- ну» и «Кирику». Параллельно в прокате во Фран- ции 12 Лет Рабства (398 копий, фильм с девятью номинациями на Оскар), который в тот же срок увидело 300 000 человек, а всего за три недели проката – 675 000, и Джейк Райан: Теория Хаоса с Кирой Найтли, Крисом Пайном и Кевином Костнером (400 копий), который посмотрело 210 000 зри- телей.
- 35. TOTAL LICENSING NEWEUROPE 35 Продюсерский центр «Рики» за- пустил в производствополноме- тражный анимационный фильм «Смешарики: Легенда о Золотом Драконе». «Легенда о Золотом Драконе» - это спин-офф анимационного сериала «Смешарики».Приключенческая комедия с динамичным, эксцен- тричным и лихо закрученным сюжетом. Действие переносится из Страны Смешариков, хорошо известной подавляющему боль- шинству российских - и не только – детей, в джунгли. И какие только загадки и неожиданности не под- стерегают Смешариков на пути! Главный герой фильма – Бараш, натура очень поэтичная, но бояз- ливая по своей природе. Он давно смирился со своими страхами и комплексами и, вместо того, чтобы бороться, - учится жить с ними в мире и согласии. Бараш старается не ввязываться ни в какие авантю- ры и ведет довольно спокойную жизнь. Но однажды ему выпадает исключительный случай «улуч- шить» себя под влиянием нового изобретения своего друга Лосяша. Правда, «Улучшайзер» вместо того, чтобы превратить Бараша в смелого и решительного парня, направляет юного неудачника в тело... гусеницы! Как выжить в диких джунглях? Как вернуть обратно своё тело?! А заодно и спасти друзей из плена туземцев, остановить банду зо- лотоискателей, ну - и напоследок - спасти мир, предотвратив извержение вулкана? Всё как в хорошем кино, толь- ко ползком ) Фильм рассчитан на семейный просмотр, ядро целевой аудито- рии – дети в возрасте 6 - 8 лет. Релиз фильма запланирован на осень 2015 года. Рассказывает Надежда Кузнецова, директор Студии компьютерной анимации «Петербург»: «Всех зрителей ждут совершенно новые и неожиданные Смешарики – такими их еще никто не видел! Наши старые знакомые поборются за права женщин, примут обет безбрачия, развенчают культ лич- ности в одном затерянном племе- ни и, между делом, спасут мир во всем мире. Творческая команда студии «Петербург», не покладая рук, работает над новой сагой о Смешариках. К сожалению, работа затрудняется из-за приступов неу- правляемого смеха, поражающих каждого, кто имеет отношение к проекту. Но, несмотря на эту эпи- демию, мы обязуемся закончить наш фильм в срок - и донести заряд хорошего настроения до зрителя!» Денис Чернов, режиссер и сцена- рист фильма: «Работа над сценарием велась больше года, ситуации и герои разрабатывались с учетом ох- вата аудитории всех возрастов. Особое внимание было уделено «расшучиванию» и комедийным моментам – изменения в реплики и новые визуальные гэги вноси- лись на всем протяжении работы над раскадровками и разработки образа персонажей. Нами освоена новая система ви- зуализации, которая позволяет добиться такой же степени детали- зации и фотореалистичного изо- бражения, как у ведущих мировых производителей. Опыт, получен- ный при работе над первым филь- мом («Смешарики. Начало», вышел в прокат в декабре 2011 года), по- зволяет нам ещё активнее исполь- зовать эффект стереоскопии. Что, в свою очередь, позволит сделать картинку еще более зрелищной и объемной. Кроме того, нами была разрабо- тана и своя система управления проектом, файлами и ресурсами, что позволить нам ускорить темпы производства. Это уже второй полнометражный мультфильм студии компьютер- ной анимации «Петербург», где на протяжении 10 лет рисуются «Смешарики». В конце 2011 года в кинотеатрах вышел полнометраж- ный мультфильм «Смешарики: Начало». Жанр: приключенческая комедия Формат: 3D CGI stereoscopic Продолжительность: 85 мин. Режиссер: Денис Чернов Сценаристы: Денис Чернов, Дми- трий Яковенко Продюсеры: Илья Попов, Анатоли- й Прохоров Производство: СКА «Петербург» Статус: In Production Релиз: осень 2015 г. «СМЕШАРИКИ» СНОВА ВЫЙДУТ НА ШИРОКИХ ЭКРАНАХ
- 36. TOTAL LICENSING NEWEUROPE 36 «СМЕШАРИКИ» И «ЗЕНИТ»: К ВЫПУСКУ ГОТОВЫ! Агентство по управлению правами «Мармелад Медиа» завершило работу над новым Стайл-гайдом совместного проекта «Смешарики и Зенит: теперь вместе», запуске которого ФК «Зенит» и «Марме- лад Медиа» объявили осенью 2013года. Елена Морева, директор ди- зайн-студии «Мармелад Медиа»: - Перед нами стояла непростая задача - отталкиваясь от существу- ющих стилистик «Зенита», вживить их в стиль Смешариков, сохранив при этом узнаваемость обоих брендов. Новый стайл-гайд рас- считан наразные возрастные ау- дитории: в нем есть тематики как с двухмерными, так и с трехмерны- ми Смешариками. Векторная тема- тика со Смешариками в 2D решена в сине-бело-голубых тонах и рас- считана на аудиторию постарше, а также подходит лицензиатам, ко- торые могут работать с векторной графикой. Для другой аудитории, помладше, мы взяли за основу акварельную стилистику из гайда «Зенита» и интегриро- вали туда Смешариков в 3D, ярких, динамич- ных, немно- го хулига- нистых и юморных, во «взрослых эмоциях». Эти образы вызывают улыбку. Продукция в таком решении ориентирована и на детей, и даже на тех, кто ког- да-то рос на «Смешариках» - но уже повзрослел. В новом гиде по стилю представ- лены примеры ко-брендинговой продукции: это и школьные това- ры, в том числе, рюкзаки, мешки для обуви, тетради, блокноты, карандаши, и товары для праздни- ков, ипосуда, и многое другое. Агентство «Мармелад Медиа» уже заключило первый договор на производство лицензионной про- дукции под ко-брендом «Смеша- рики и Зенит» с компанией «Кон- фитрейд» в следующих категориях: • Игрушки, в том числе, спортивные, конструкторы и ма- шинки, с кондитерскими изделия- ми; • Подарочные кондитер- ские наборы; • Сезонные продукты с кондитерскими изделиями (напри- мер, водяные игрушки и банданы); • Наборы из шоколадных изделий, гематогена или жеватель- ных резинок - с игрушкой; • Разнообразные драже, мармелад, карамели разных фор- матов, зефир, жевательные конфе- ты, вафли, печенья и даже чай. «ПАМПА ГРИН” ЗАПУСКАЕТ ФРАНШИЗУ «Пампа Грин» - один из первых детских клубов, профессионально занимающийся детскими и семей- ными праздниками объявляет о старте продаж своей франшизы. «Сейчас наша компания находится на той стадии жизненного цикла, когда уже накоплен достаточный опыт в сфере организации детских праздников, развивающих занятий и творческих мастерских, и мы готовы делиться этим опытом, нашими разработками с будущими партнерами, вот почему объяв- ляем программу франчайзинга открытой», - говорит учредитель клубов Светлана Голубева. Потенциальным франчайзи будет предложено несколько программ франчайзинга, среди которых они смогут выбрать то, что подходит больше всего именно им. Проект франчайзинга детского клуба предусматривает построение двух моделей детского клуба площадью от 170 до 350 кв.м.: «Эконом» и «Оптимум». На базе представленных небольших фор- матов мы предлагаем реальную, проверенную временем и опы- том, экономически эффективную бизнес-модель. Экономичный фор- мат потребует от потенциального франчайзи меньших первоначаль- ных вложений в размере от 10 млн рублей и, как следствие, меньшего срока окупаемости – 1,5 года. Оптимальный формат потребует от франчайзи от 14 млн рублей на открытие детского клуба со сро- ком окупаемости 2 года, однако более высокими показателями доходности. Помимо этого, компания предлага- ет и иные программы - «Инвестор» или «франчайзинговый контракт на менеджмент», формат конвер- сионного франчайзинга – ведение иной, схожей деятельности под торговой маркой «Пампа Грин», например, продажа товаров для творчества, услуги детской студии красоты или семейного кафе. В настоящий момент детские клубы «Пампа Грин» обладают необходимыми преимущества- ми для создания грамотной и конкурентоспособной франшизы: запоминающийся фирменный стиль, известный бренд со своей историей, безупречная репутация, яркий дизайн помещений, много- форматность, собственные про- граммы развития. Главное – это то, что мы предлагаем франшизу по организации сразу трех направле- ний в сфере организации детских проектов – праздники, развива- ющие программы и творческие мастерские. Пампа Грин - это три направления в одном месте: детские праздники, развивающие занятия и творче- ские мастерские. На данный момент - 2 детских клу- ба в Москве и Подмосковье: 6 лет работы компании на рынке, более 5 000 лояльных клиентов.
- 38. TOTAL LICENSING NEWEUROPE 38 Детские бренды В конце февраля одна из ведущих исследовательских компаний Рос- сии, Synovate Comcon, в рамках выставки «CJF - Детская мода» провела очередную конференцию о детских брендах, на которой озвучила ряд данных по рынку лицензирования. Тема мероприя- тия звучала как «Детские бренды: поиск единой платформы для взрослой и детской аудитории». В числе прочих, на мероприятие была приглашена анимационная студия Аэроплан, представитель которой рассказал о методах оценки популярности детских брендов на примере собственного бренда «Фиксики». Выступления, посвященные вопросам лицензи- рования, посетила корреспондент «Вестника лицензионного рынка» Елена Олесик. Результаты исследования «Новое поколение», проведенного ком- панией Synovate Comcon осенью 2013 года, были обнародованы в выступлении Марины Кудрявце- вой, аналитика Synovate Comcon. Как и в предыдущей волне, в дан- ном исследовании было опрошено 1400 мам и 1400 детей в возрасте 4-15 лет, проживающие в горо- дах-миллионниках. Исследование охватывает два взгляда: взгляд детей о том, что им нравится, и взгляд мам о фактическом потре- блении детьми. По результатам исследования, объем рынка лицензионных товаров в России составляет 25,2 миллиардов рублей в год. 68% опрошенных детей в возрасте до 4 лет покупаются лицензионные товары, в возрасте 4-6 лет – 77%, в возрасте 7-9 лет – 72%, в возрасте 10-12 лет – 65%, в возрасте 13-15 лет – 49%. По сравнению с преды- дущем исследованием, аналитики сделали возрастную разбивку более дробной. Больше всего товаров с персо- нажами детям до 4 лет покупают в категориях «Детская одежда и белье» (67% товаров в этой кате- гории – товары с персонажами), «Детские игрушки и игры» (47%), «Косметика» (33%), «Продукты питания, напитки» (31%). Любимыми персонажами мам детей до 4 лет стали «Маша и Мед- ведь» (52%), «Смешарики» (30%), «Лунтик» (23%), «Тачки» (22%), «Винни Пух» (19%). Synovate Comcon продолжает исследовать проблему контрафак- та в России. На настоящий момент доля контрафактной продукции на рынке по разным оценкам может достигать 30-50%. Согласно опросу, 50% мам стараются ни- когда не покупать контрафактные товары, даже ради экономии, 41 % иногда покупает контрафактные товары, если их цена ниже, чем у других, 9% респондентов всегда предпочтут купить контрафактный товар, если его цена будет ниже, чем у оригинала. Чтобы вычислить контрафакт, 47% мам читают над- писи на товаре и на упаковке, 41% Поиск единой платформы для взрослой и детской аудитории www.licensingrussia.ru
- 39. TOTAL LICENSING NEWEUROPE 39 опрошенных покупают товары только в проверенных магазинах, (что, безусловно, не дает гарантии не встретить там подделки). 27% ответивших считают, что перед ними оригинал, если качество товара хорошее. 11% мам полага- ют, что товар оригинальный, если у него высокая цена. Главной тенденцией рынка лицен- зирования брендов, по мнению директора по исследованиям Synovate Comcon Юлии Быченко, сейчас является переход от интуи- тивного выбора к осмысленному, основанному на цифрах. «Рынок нуждается в цифрах, так как не все рейтинги, которые публикуются, вызывают доверие, - проком- ментировала «Вестнику» Юлия. - Пока лицензионные агентства аргументируют больше эмоциями, показывают клиентам фильмы или апеллируют к вкусам собственных детей». По мнению Юлии Быченко, при переходе к цифрам среди суще- ствующей сейчас сотни брендов появится более строгая иерар- хия: как на любом другом рынке, выделятся топовые персонажи, развивающиеся и растущие. Рынок уйдет от ситуации, когда существу- ет огромное множество брендов, и о них говорят как о чем-то равно- значном. Также Юлия Быченко отметила развитие персонажей, пришедших из мобильных приложений: «По результатам нашего последнего исследования, в рейтингах лю- бимых персонажей всех поло- возрастных групп мальчиков на топовых позициях – Angry Birds. В рейтинг любимых персонажей де- вочек попал бренд из мобильных приложений Subway Surfers. Число подобных брендов будет неуклон- но расти». Успех Subway Surfers, как считает Юлия Быченко, будет напрямую связан с активностью правооб- ладателя в его поддержке. Если, аналогично Angry Birds, у Subway Surfers будут выходить новые игры и будет организован активный выпуск мерчендайзинга, бренд укрепится в своей популярности. С докладом «Методы оценки популярности детского бренда на примере бренда «Фиксики»» выступила директор по связям с общественностью проекта «Фикси- ки» Дарья Моргунова. Выступаю- щая отметила сложности в иссле- довании детской аудитории. По опыту компании, зачастую школа и родители блокируют контакты де- тей с социологами, при общении дети часто замыкаются или идут на поводу у чужого мнения. В своем выступлении докладчица также затронула насущную для лицензионного рынка пробле- му – объективность проводимых сегодня исследований и состав- ляемых рейтингов. В первый год существования проект не попадал в рейтинги исследователей. По мнению Дарьи Могуновой, при измерении популярности брендов возможны ошибки, поскольку в числе поисковых запросов учи- тываются синонимы: например, словосочетание «Ледниковый Период» может означать не только мультипликационный бренд, но и телепередачу. Во избежание воз- никновения подобных ситуаций создатели «Фиксиков» для своего проекта намеренно придумали не существовавшее ранее слово. Представитель Студии «Аэроплан» надеется на скорый выход рей- тинга Ассоциации анимационного кино, в котором будет измеряться популярность детских телесери- алов России. Рейтинг, по мнению докладчицы, должен стать более объективным, так как в критериях оценки проектов будут фигуриро- вать количество произведенных серий, число показов в эфире и в интернете.
- 40. TOTAL LICENSING NEWEUROPE 40 Consumer Trends Consumers are increasingly showing preferences for brand name products, especially those from entertainment properties, and Russians are no strangers to this trend. This allows the licensing industry to develop more towards franchises, and in more product categories. However, this intensification of the competition also creates a tougher conditions for entertainment companies to operate their properties.Therefore, a thorough knowledge of the market factors, components and trends is required to avoid any severe downturn in sales. Industry Outlook The Russian market for the licensed Entertainment brands shares with the other BRIC countries (Brazil, Russia, India and China) three main characteristics: • Major appetite for licenses. Russian consumers are more and more sensitive to entertainment licensing. As a matter of fact, the top 30 most popular brands are known by at least 75% of the kids – depending on the age group – with each kid knowing at least 24 of the top 30 brands! • National brands are key! National brands take a significant space in the market, especially top brands ‘Smeshariki’ and ‘Masha & the Bear’ (see below example with infant girls). These brands, amongst the most popular across all age groups, even export to other territories. Some other national brands also play a key role in the licensing market in the Russian Federation, such as ‘Nu Pogodi’,‘Pooh (Soyouz Films)’ or ‘Cheburashka’. • But international brands develop fast. In the recent years, international brands strongly pushed ahead, mainly American names. This strong ground for national brands works in conjunction with developing international brands, especially in recent years, making the Russian market a very interesting market to expand. Industry Trends In addition to the push of international brands accompanying the building of the Russian Licensing market, there are two other important trends, that are shared with the other the European territories: • The life cycle of digital brands, such as famous Angry Birds, tends to extend; and as a consequence, these properties remain much longer among the most popular brands of Russian kids. • UK phenomenon Peppa Pig, targeted to young kids, makes its way through the most demanded brands in the territory; as this happened in 2013 in Italy, Germany, Spain or Australia. Competitive Landscape The competition would be organized between Russian brands (such as Smeshariki or Masha & the Bear), US brands or European brands. In general, most of the top brands originated from TV shows or theatrical, both for the national and international properties. Interestingly, video-games brands do not perform as well in the Russian Federation as in the other countries, including among the older kids (10 to 14). Mobile games would record slightly better results though. Product Categories Entertainment on apparel is a good match in the Russian Federation. Every time a product was considered for purchase, over 50% of the kids/ parents would consider the brand on a tee-shirt, shirt or jacket. Traditional entertainment categories, such as plush, toys and games or publishing, would appeal to 30% of consumers, and this figure is growing; some brands, such as Masha, could even attract up to 58% of intention to buy. Older kids are also interested in licensed products on video-games (Lego: 45% for instance) as well as DVD’s. RUSSIA By Philippe Guinaudeau. Kidz Global philippe.guinaudeau @kidzglobal.com A Market Overview
- 42. 42 Total Licensing New Europespoke to Peter Maffay, German rock’n’roll legend, about Tabaluga, his music and his charitable works. Peter Maffay is not only one of the most successful German musicians of all time, a living rock’n’roll legend, he has also succeeded in using his enormous popularity to create and support a good cause. As soon as Peter Maffay starts talking about Tabaluga (and other charity projects he is involved in), it becomes clear that this is a musician who, after more than 40 years at the top of the German charts, has found his vocation and his life’s work. He is dedicating his heart and soul to helping children, caring for their needs and protecting their rights.And he realized years ago that licensing is also a very powerful tool in order to create additional brand awareness and income for charity. Goran Kernyak: When did you start your career? Peter Maffay: I started in the 70’s - more than 40 years ago... the last century, last millennium (laugh). GK:After all these years are you satisfied with what you have achieved? PM: We are happy, really happy because so far things are going well, very well.We had fifteen* No1 albums and around forty million copies sold. (*Editor’s note: shortly after the interview, Peter Maffay’s new release “Wenn das so ist” became his 16th No1 album). GK:Your new album was released in January and it is another one which went to No 1 in the German charts. How many albums have you released up until now? PM: Honestly, I don’t know, I don’t count them.You could say that generally every 2-3 years we have an album, so, on average, over the past 40 years that would be something like 20 albums.And other projects, of course, like Tabaluga. GK:You came to Germany from Romania, right? PM: I came as teenager, at fourteen years old. I finished school in the shortest possible period in order to switch to music. I knew when I was 14 that music would be my life. For a young man it is just great to know what you intend to do and to be able try it. Many talented people never get to the point where they are satisfied with what they are doing, because they simply didn’t find the right way in or out. For me, music was the right decision and I have never regretted it. GK:What was the breakthrough point in your music career? PM: In 1970 I was 21 years old and made my first single Du (You in German).And that became a hit record, a huge hit.What followed then was not so impressive, but anyway was a good start and somehow we managed to survive. By the end of the 70s I had an opportunity to exit my old contracts, and we built our own company, studios, and then I began to write my own songs and my whole style changed quite a bit. In the 70s music was very mellow,‘schlager’ music. It was hard to make this change because of the success I had with it. Then we were lucky to have our first No1 album and from then on, we leapt into the top league which was a fantastic experience. I formed my band and started to play with them - I am still doing this today. GK: How didTabaluga come to be created? PM:Well, my second wife is a teacher [I have been married 4 times] and at that time we sometimes used to sit together and discuss different situations at school. For example the way of telling stories and the attitude of storytelling. In the 80s this changed completely. Everything was very emotionless, very cold and very rational. She said to me: „You can be part of this change.Why don’t you sit with your friends and create a beautiful story, and illustrate it with music?” I said: “Baby, I’m a rocker and I don’t know if it is going to work that I become a storyteller”. She said:‘Is it written anywhere that you can’t’?” So she started to motivate me to do it. I talked about it with my crew and they agreed to try it.At that time the market was full of violence and toys were also like that [as it is unfortunately still today].And we said we wanted to do something completely different which would TOTAL LICENSING NEW EUROPE PETER MAFFAY THE BIG INTERVIEW By Goran Krnjak, Editor of Total Licensing New Europe goran@totallicensing.com
- 43. TOTAL LICENSING NEWEUROPE 43 be much more interesting – we wanted to bring back values, which are so important for the upcoming generations.As a result, we created Tabaluga, a very positive figure. GK:Tabaluga began as a music CD for children and families? PM:Yes, and a storybook with illustrations.We thought that storytelling can only work if a child has a book in his hands.The book should have big drawings to feed imagination in so many different ways because this will put an emotional bond between those that listen to the story and those that tell it. And every story should have a consequence and a result.Then we started to look for someone who could illustrate it.We found Helme Heine, and he was the one who gave Tabaluga his face and look. We were completely overwhelmed by his drawings.And then all of a sudden these drawings, at least in our imagination, started to move.And the music became like a movie. It was a beautiful experience. GK: How it was accepted among the public? PM: It went into the market [despite my record company who thought that I was going completely nuts] and it sold the same way as every other rock album we did! We took that as a proof that it was reasonable to do things like this.We also recognized that kindergartens and schools interpreted the contents. Almost every week we received recordings (cassettes at that time), with groups who brought Tabaluga on the stage in their own way. Sweet stuff! Sometimes we were laughing, sometimes we were crying, sometimes both at the same time. Because it was just so naive, so beautiful, when we were listening to what little children 5-6 years old were doing with content and what they thought was good and the way they interpreted it. GK: How hasTabaluga affected you? PM: It turned us into children. For me Tabaluga has become much more important even then my leather jackets and my Harleys!You could say I found myself, along with my friends, in the sandbox, playing with toys again! The next step was the establishment of the foundation.With the foundation there, we understood that Tabaluga was not just a one shot wonder. Tabaluga was a philosophy. And when you walk out on stage now and you experience what is happening there, in front of three or four generations - it’s incredible! Tabaluga has become synonymous with respect, friendship, correctness, and for all good “old-fashioned” values.And at the same time it hasn’t changed, because love will never be anything other than love. GK:Thanks toTabaluga you did rediscover your inner child? PM:YES and now that I have a 10 year old son I can see what it does to him. He came to me and said: “Papa is it true: A strong person stands for himself, but a stronger person stands for others! “ I think for a 10 year old to come to to this conclusion is pretty sharp, isn’t it? And it shows that many children have this quality.They are so smart, they have such high values and are so pure.We have to pay attention to that, especially when Photocredit:TineAcke
- 44. TOTAL LICENSING NEWEUROPE 44 it comes to traumatized children who deserve shelter, and deserve attention. So these are some of the reasons why playing in the sandbox make sense. GK: In your presentation you said thatThe Greatest Adventure is discoveringThe Secret ofTime. Did you reveal that secret? PM: I can tell you what it does to me when I’m standing in front of the mirror at nine o’clock brushing my teeth. I can see what time does. Next to my desk in the office I have a painting of Keith Richards. I’m getting pretty close to it now (LOL)!. I’m very thankful for every opportunity I have had to use time for what I do. Not many people have a chance to invest their time into dreams.And we do that every day. I think maybe the secret is to accept time as a power which it is senseless to fight.What happens to us is what happens to everybody else.At a certain point, our time will be ended and we have to live with what we have and make the best out of it. In our latest story Tabaluga is trying to find out what the power of time is.And he realizes that time is very powerful, but then time (represented in story by an time fairy - a beautiful girl) is something you can never possess.When you think you do, she is gone.That’s what happens with time. You think you have time. NO, wrong! Never. I say, we don’t dominate time, time dominates us. But then time (the girl) shows up and says,‘Listen, I’m very powerful, but I’m just a servant of the Creation, I’m part of it, and there is somebody who is much more powerful then I am’ - and that’s God or what we call God. So, I’m a servant, nothing else.That’s a very beautiful, very deep way to look at time. I have an amount of time to do [hopefully] something good and I try to use it. GK: BesideTabaluga you did initiate other projects and do you perform music in English as well? PM:Yes, we have released several projects where I, together with others, sing in English. One is a Tabaluga-connected project, called ‘Encounters – An Alliance for Children’.The first record we did was against racism and against fascism which we experience everywhere. This is an attitude which despite everything, has not gone away.We played concerts, we took part in demonstrations and we looked at alliances all over the world – people who think the way that we do. ‘Encounters’ was an attempt to prove that despite everything, in the world there are many people who know about history, who have learned and will not forget what happened in the past and will not accept that it could be repeated. For example, I have a friend, Noah, an Israeli singer. You know if a German and an Israeli singer go on stage together and they sing a song together, it’s not just a song. It’s a statement. One of my very close friends was Mandawuy Junupingu, an Aborigine. In 1992 he was declared Australian of TheYear. He invited me to come to his camp and live with him while we made a record together. I was in Afghanistan, China, South America and in North America – adopted by the Native Americans. I was in every country where we established a project or supported a project. I sing in Hebrew, Chinese, some Native American languages, Russian and of course in Romanian. GK: Until the middle of 2013 you were on tour with your band and after that you decided to take back all the rights forTabaluga and relaunch the project. Do you plan anotherTabalugaTour as well? PM:After we bought back all rights of Tabaluga we are planning several big projects for the next few years. A new album and a forth tour with a big production are part of that plan and are in preparation. Plus I think that there are other options. One of these options will be, for example, a theatrical movie which would interest me a lot.And we have never had that before.Writing music is a completely different world.After 40 years I think it is about time I at least tried to produce one movie. GK: Is it possible to adapt Tabaluga in other territories? PM: I would love to! I would love to take all the records, the drawings, the story.They work in every language. You can take music, because music is universal.You can use the sense of it, translate it with care and love and it will work, for sure. I have not seen one kid in the world who has his heart on the right side. No, it’s always
- 45. TOTAL LICENSING NEWEUROPE 45 on the left side.Why should anybody feel any different? I think you can take the example we have here in Germany – it can be transferred and adopted anywhere, into any country you imagine. For example, you take Russian, you write it down/translate into Russian, and you still find a 1.68m Russian Peter Maffay (LOL). Connect it with a charity project. A lot of children need help.And you have a living, vital, intelligent project in order to do this. Combine this with sponsors,and invite industry to participate and show their social conscience by taking money and giving it back to children. Make business but make sure it benefits the children.That legitimizes the effort, makes it make sense.At least that is my point of view. I know this is subjective, but I will always try to look at it this way. Use Tabaluga; use his power to bring it back to the children.And those who participate should make money and have a win-win situation as they always give a part of it back to society. GK:What are your next plans forTabaluga? PM:We are at the start of a renewed saga. Licensing is something I have never done in my life personally, but I’m aware how powerful it is and can be. I have people in the company who are professionals in that area as well in in other areas necessary for a successful re-launch.We need to revitalize our relationships.We need to go back to the roots where it was at the beginning and discover new opportunities. It’s not like trying to generate brand new energy because Tabaluga is alive as it has been alive before. It has never ever lost its spark. It made sense to buy back the Tabaluga rights.And now with this bouquet of flowers we can go into the market. I think as we see things now: it’s simple, beautiful and honest and we have a good system. Something which you often don’t find with other properties. If you look at the partners who joined us over the years, then you can see that there is a chance to bring together society, industry, politics, in order to create alternative solutions for the benefit of children. And at the same time you can still create business.That is also the good thing about it. What we have to do now is to carry out that idea, make it transparent to everybody, make it attractive and invite people to join us. Tabaluga is a family brand. It was created “for children, and for those who have remained children at heart”. Tabaluga conveys timeless values.These are needed more than ever in today’s society, which seems to be largely devoid of them. On his Journey through life,Tabaluga experiences deeply human emotions such as friendship, love and also hate.The way he reacts in the different stories gives the younger generation important help with their lives and a basis for dialogue, as well as therapeutic and educational impulses to enhance their awareness of how important life is.At the same time, the stories are highly entertaining for the whole family. Because of all the values he represents,Tabaluga has in- creasingly become a protector and defender of the weak and the leading figure of foundation for traumatized chil- dren.With the support of sponsors, meeting platforms are being created and values communicated that are helping to break down prejudices and promote mutual respect, far beyond ethnic and religious affiliations. Together with selected partners, mission is to finance and safeguard the activities and projects of the Peter Maffay Foundation by means of license revenues and donations. Foundation’s logo can be used on all products that make a contribution towards it.With the logo you can give your product or your company positive associations. “Tabaluga returns home” — this is what motivated Peter Maffay in early 2013 to buy back all the licensing.TV and film rights to the figure “Tabaluga”.They had been trans- ferred to EM.TV in 1999 and then to Studio 100 Media. In July 2013, in order to administer the rights to the little green dragon in the best possible and most compre- hensive way in the future, Peter Maffay founded Tabaluga Enterprises GmbH. This new company trades under the umbrella brand “Red Rooster”, Grouping together and administrating all the rights to Tabaluga, representing the original authors and title authors, and linking this to all other business sectors of Red Rooster keep decision paths short, and provide an opportunity to create a large number of synergy effects. Tabaluga Enterprises will further establish Tabaluga in Germany and abroad as a family brand with clearly defined communication of positive values. Preconditions are also created to economically safeguard the projects of the Peter Maffay Foundation. For more info visit: www.tabaluga-enterprises.de Tabaluga - the brand for social skills & entertainment • Cartoon series with 3 seasons - total of 78 episodes + TV movie special • Sold in over 100 countries • Own show on German television • 5 concept albums with over 6 million copies sold • 3 music tours across Germany with over 2 million concert visitors • 3 Live DVD’s and CD’s
- 46. TOTAL LICENSING NEWEUROPE 46 On April 2nd 2014 the Day of Licenses organised by LIMA Germany takes place in Cologne. A number of major licensing agencies will introduce their latest acquisitions in limited time slots. In the evening, participants have the opportunity to enjoy the relaxed atmosphere of an informal dinner, to make new contacts and cultivate existing relationships. For further information about this event please contact LIMA Germany or visit: www.lima-verband.de . The year 2014 is already holding out the promise of countless new top properties in the German licensing market. Here is a brief overview of what to expect in the coming months. Filly Soars into 2014 with Filly Butterfly Dracco, the creator, developer and manufacturer of top-selling Filly, has announced the brand’s newest line for 2014 - Filly Butterfly. Launched at the start of the year with regular releases each season, Filly Butterfly promises to delight and captivate consumers of all ages with colourful, enchanting characters and their beautiful translucent wings.All Filly Butterfly figurines feature at least one Swarovski crystal element and have golden crowns and a velvety flocking.A television ad campaign and point-of-sale in-store marketing will introduce consumers to Filly Butterfly, while a strong digital component will allow them to engage with the characters in their magical garden home on ww.Filly.com. Each single-figure foil bag includes an online code for a virtual gift. The Pink Panther - from Head to Toe! …Yes, he really is 50 years old! Pink Panther – the only animated character ever to receive an Academy Award – this year celebrates his 50th anniversary. On the occasion of his special anniversary CPLG has prepared a number of promotional and retail activities around the globe. The Simpsons, the (almost) average family from Springfield, celebrate the 25 anniversary of Homer, Bart the rest this year. Loyal fans have already received a big gift: Springfield, hometown of the famous family, has come to life at the Universal Resort in Orlando, Florida including everything from original food through to dedicated rides. However, the German market also experienced a boost of sales with more than 20 licensing partners covering different categories. Many different anniversary activities are scheduled for February 2014 - March 2015. The successful story of the Skylanders is set to continue. In Autumn 2011 ‘Skylanders Spyro’s Adventure’ hit the German market and in next to no time became a top seller and Germany’s most successful videogame. In the light of this success the continuously high demand for licensed product comes as no surprise. More than 125 licensees worldwide are currently working on dedicated products to augment the Skylanders brand, including Aventures Diffusion, Belltex, Rubies,TV Mania, Topps, BD&A, MegaBloks, IMC,Vivid, Folat, Sakar and many others. GERMANYlizenzbranche@ lizenzbranche.de Overview of the licensing market
- 47. TOTAL LICENSING NEWEUROPE 47 Tabaluga and the Signs of the Times Become an Immersive 360 Degree Experience In mid 2013 Peter Maffay reacquired all rights to the popular green dragon and founded Tabaluga Enterprises GmbH.Today major projects featuring the little green dragon are already in the pipeline. Tabaluga Enterprises plans major international expansion supported by different projects and activities starting with Tabaluga and the Signs of the Times – an immersive 360 degree experience. In cooperation with “The Content Dome GmbH” Peter Maffay’s No 1 album is for the first time translated into a 3D animated full dome film for planetariums with a special focus on the theme of time. What is time? Who determines time? When is your time up? Is it possible to freeze time or turn back the clock? Can you buy time for money and what is the actual value of your time? These are the questions the little green dragon Tabaluga asks.And now he comes to German planetariums with his answers.The immersive 360 degree experience Tabaluga and the Signs of the Times makes its debut at the Hamburg Planetarium this Spring. Under the large circular dome the audience can enjoy the unique 3D animation in comfortable recliner seats.The whole experience is accompanied by Peter Maffay’s music in surround sound. In summer 2014 the event will be found in other planetariums. Initially, the event will only be staged in German-speaking countries, with plans to take it into the wider world. Also worth mentioning is the Peter Maffay Foundation.Thanks to the diversity of values Tabaluga has become a protector and advocate of the weak and role model for the foundation that specialises in traumatized children.Thanks to the support of sponsors the foundation creates space and opportunities for children to meet each other, to learn about values, to overcome prejudices and live together in mutual respect. SUPER RTL and DreamWorks Animation Enter an Exclusive Licensing Partnership Super RTL, is has announced an addition to their licensing portfolio - DreamWorks Animation.. DreamWorks has been delivering content since mid 2013 and are now extending their strategic partnership into the licensing market.As a result, Super RTL has been able to acquire the marketing rights to properties like Shrek, Madagascar, Dragons: Riders of Berk and countless other new productions. DreamWorks will generate a significant share of sales of consumer products in the German market. Continuously expanding their hit movies by adding dedicated TV series, DreamWorks is the world’s largest independent animation studio.A good example of this successful strategy is the series Dragons: Riders of Berk which is a spin-off from the blockbuster movie How to TrainYour Dragon. Being the first format delivered under the new contract with DWA, Dragons: Riders of Berk made its debut in Autumn 2013.The show was the best series launch for late afternoons last year. Season 2 is scheduled for broadcast on Super RTL in 2014 and – together with the theatrical release of the second movie in summer – a program is underway for a major launch of dedicated products for back to school 2014. Long-term strategies build on properties like Turbo and Mr. Peabody & Sherman. And even fans of classic characters like Shrek will enjoy the start of new animated spin- off series. The Turbo F.A.S.T. show, based on the animated movie Turbo, will start airing on Super RTL in Autumn 2014. In 2015 the animated film B.O.O. (Bureau of Otherworldly Operations) airs on the silver screen in Germany.A spin- off series is already in the pipeline. This story about cunning B.O.O. agents provides enormous potential for successful licensed products and merchandise. For Super RTL the cooperation with DWA represents a milestone in the development of their licensing portfolio.Together with their licensing and retail partners, the German market leader is now able to develop product concepts tailor-made for their diversified target demographic. Germany
- 48. TOTAL LICENSING NEWEUROPE 48 Nickelodeon – The Turtles Enter the Second Round 2014 is presenting additional highlights for the battle-tested turtle brothers in Germany. Numerous licensing partners introduced new dedicated products at the International Toy Fair in Nuremberg. Playmates/Stadlbauer, LEGO, Ravensburger and John consider the Teenage Mutant Ninja Turtles to be one of the hit properties in Germany for this year. Brand new TV episodes go on air this Spring. Synchronized promotional activities with well-known retail partners are already in the pipeline. In the second half of the year, the movie will continue to put the spotlight on the brand. SpongeBob also remains a top-selling property. He will be the lead character of the Nickelodeon Marketing Campaign for the first six months of 2014. Throughout the year various partners will launch new licensed products covering different categories, including toys and games, home entertainment, publishing, food and beverages and apparel. In December the Paramount Pictures 3D SpongeBob film with the special guest appearance of Antonio Banderas will hit the big screen throughout Germany. Disney – Junior Pilots Love all PLANES Products After Planes took German theatrical audiences by storm last August, the film has been available on DVD as well as 2D and 3D high definition blu-ray since January.The humorous animation adventure tells the story of Dusty – a little propeller-driven aircraft with a fear of heights and a big dream: He wants to qualify for the legendary Wings around the Globe - the world’s most famous air race. The brave little cropduster plane that excels himself and faces countless adventures takes his viewers on an action-driven emotional rollercoaster flight around the world! A sequel to the movie is already in the pipeline and scheduled for release in Germany on 14 August 2014: Planes 2 – Fire & Rescue debuts a team of elite firefighter planes that have to find the courage to save the historic Piston Peak National Park from a fierce forest fire. In this sequel Dusty and his friends once more reach new heights and learn what it means to be true heros. Planes has long touched down in the world of toys and licenses with an exciting large range of products. Figurines and playsets by Mattel, soft toys by Simba Dickie and construction sets by LEGO Duplo – all see junior pilots take flight with Dusty and his team. In addition, many other dedicated products hit the market, including bags and creative sets by Undercover, games and jigsaw puzzles by Ravensburger, outdoor items by Mondo, night lights by Philips and electronic toys byVtech. Warner – New Games to Accompany the Hobbit After the successful launch of the movie The Hobbit:The Desolation of Smaug, Warner and well-known partners have presented games based on the movie. Kosmos launch a board game into the market that allows fans to continue the unexpected journey. In Mirkwood Bilbo Baggins, Gandalf the Wizard and the group of dwarves meet malicious spiders and have to escape hostile wood elves. But the most dangerous creature is the dragon Smaug.Who will win the fight: the players or the dragon? However, there is more to the movie than games. Ravensburger has made it their business to produce puzzles to great movie adventures and provides 500 and 1000 piece jigsaw puzzles reaching the usual Ravensburger high quality. Telepool – Our Little Sandman is 55! The Telepool team is wishing the Little Sandman a happy 55th birthday in 2014. Every day millions of children look forward to the Little Sandman show and his bedtime stories. On 22 November 1959 the Little Sandman made his debut on TV screens in East Germany.Although he began airing in the former GDR he has long become part of all-German TV history. Broadcast over three timeslots every day, the Little Sandman and his friends tell short bedtime stories to preschool children all over Germany. Average rating figures of 1.5 to 1.6 million viewers per show confirm that for most families the little sleepy dust messenger is an integral part of their night-time ritual. Sandman and his friends are one of the top licenses in German-speaking countries. For years, many notable partners from different categories have been relying on the strength of this classic brand. Bed linen, soft toys and Advent calendars – the little messenger always cuts a fine figure.About 60 active licensees and 500 products cover the whole range of licensing. But there also is a humorous side to Telepool:The popular dwarves Bubi (Otto Waalkes), Cookie (Gustav Peter Wöhler), Sunny (Ralf Schmitz), Germany
- 49. 49 Speedy (Martin Schneider),Tschako (MircoNontschev), Ralfie (Norbert Heisterkamp) and Cloudy (Boris Aljinovic) have their third movie adventure – and this time with a totally new look! Computer-animated dwarves set off in 3D to break the terrible curse that has been cast on beautiful Princess Rose in her castle.The movie is scheduled for release throughout Germany at the end of September 2014 and will be followed by 26 episodes on TV.Telepool believe that the hilarious dwarves hold enormous potential in terms of licensing. Euro Lizenzen – About Brave Indian Boys and Little Globetrotters Animated series Mouk has been produced by the European production and distribution company Millimages and targets children aged 3 to 6.The series comprises 104 x 11 minute episodes and made its German debut in February 2014. Today, it airs on primetime Monday to Friday at 6:15 every evening on KiKA with regular reruns at 10:15am in the morning.The dialogue of this “edutainment” TV series is tailor-made for preschool children and thus easy to understand. Interests like friendship, fun, adventures and surprising discoveries unify Mouk and his target demographic. The first products have already hit the market and were showcased at the international Toy Fair in Nuremberg. Yakari was one of the most successful children’s characters in 2013 and there is still no end in sight …Children and parents love the little, nature-loving Red Indian boy who always has new adventures together with his friend, the pony Little Thunder.Yakari can to talk to animals, which is sometimes of great help in tricky situations. While he copes with his adventures, Yakari’s totem Great Eagle is always keeping a watchful eye on the little boy. Children readily identify with Yakari and his adventures.You might suppose that Red Indian stories only appeal to boys. ButYakari proves that the reverse is also true. Boys and girls equally love the character and readily identify withYakari. In 2013 Yakari made his debut as a musical star.WhenYakari, Little Thunder, Rainbow and Double Teeth entered the stage, the audience went crazy. In 2013 more than 90,000Yakari fans filled halls and theatres to watch the adventures of the young Sioux hero and his friends – many of them dressed up as “Little Red Indians”. Eurolizenzen believe that there is no limit on the products that can be based on this popular animated character. KiKANiNCHEN This year, KiKANiNCHEN, the multimedia KiKA preschool brand will be five years old. In autumn KiKA will celebrate its anniversary.The brand has long established itself on TV, in the market and in the heart of children and parents alike.The latest survey of the Internationales Zentralinstitut für das Jugend- und Bildungsfernsehen (IZI) confirms that Kikaninchen is one of the Top 10 Preschool Characters and also the No. 2 Preschool Programme. It’s no wonder that KiKANiNCHEN continuously gains significant market share among preschool children.The web portal www.kikaninchen.de ranks among the most popular preschool websites in Germany.And, of course, the licensed products enjoy massive popularity among children, parents and in the German market. At the Toy Fair in Nuremberg new licensee Ravensburger introduced dedicated jigsaw puzzles featuring KiKANiNCHEN and its animal friends. In addition, Simba Toys presented wooden toys and creative sets under their Eichhorn brand over and above their bestselling KiKANiNCHEN soft toys. In addition, KiKANiNCHEN licensees include arsEdition, Carlsen and KV&H, BIG Spielwarenfabrik and p:os handels gmbh. Five new episodes from the world of KiKANiNCHEN feature on the new KiKANiNCHEN DVD “Lass uns gute Freunde sein” (Universal Music Family Entertainment) that has been available in the market since October last year. The DVD comes with four music clips as a bonus. TOTAL LICENSING NEW EUROPE
- 50. 50 TOTAL LICENSING NEWEUROPE Total Licensing New Europe talked to Evgeny Schmidt to find out how his career started and what is so unique about his works that attracts millions of people around the globe. Otto Schmidt, (real name Evgeny Schmidt ) regarded as a multicultural artist, is a Russian comic artist employed by Toonbox studio, who managed to create his unique style and graphic design and turn it into a fashion platform for apparel and accessories lines. The Otto Schmidt property is now represented worldwide by RIO Licensing agency. “Owing to the artist’s talent, the values of Otto Schmidt property are very important. One glance is enough to understand what attracted you in it,” says Roman Fedotov, managing director of RIO Licensing.“Working with this property brings sheer pleasure and joy.” Evgeniy, how did your career start? What are you inspired by? I started my career in late 1980es, but at that time I was mainly developing logos and corporate identities. Later, in mid-1990es I got acquainted with animation, that turned out to be difficult and thankless job, which nevertheless is my reason to love life and not to get distressed with failures in my illustrator’s job and when working with clients. I have always been inspired by a variety, by the possibility to imagine and create things that were unrealizable dreams to others. I adore discovering unexpected meanings in ordinary things, as well as creating intrigues and breaking univocacy. Who are your favourite artists? I would name Herluf Bitsrup, Jean Effel, Rockwell Kent,Yevgeniy Migunov and Tcharushin. Of course, I admire Russian classic painters and graphic artists. Modern painters I respect are Sergio Toppi, Joseph Leyendecker, Jean Giraud, James Jean, Simon Bisley, Mike Mignola, Jeff Campbell, J. Hewlett. There are actually many more names on the list. But I was never trying to imitate, I have my own style. What is the essence of your style? What values are you popularizing with your works? What feelings are you trying to conjure up in people? In my works I am reflecting real things as invented ones, and the invented ones as real.You askabout values.... It is not a narrow-minded morality that I am spreading, though I share such common postulates as love, friendship, value of life and charm of death, acceptance of death as of an evitable development stage, as a final line, as a step in learning and wisdom. In fact, with my works I am trying to express life as it is... May be a bit more romantic. I love making semantic inversions, I like watching people’s reaction. Interestingly, sometimes people see the meanings which I did not intend in my works. Moreover, there is much sensuality about my art, which leaves an imprint on how it is perceived. But I am against primitive ways, and I like finding irony in sacred things, turning a joke into sadness, and vise versa. Who is your audience? My audience is adults, not just because my art is censored 18+. My works are for those who remain childish at heart because they are interested in every single thing around them, for those adults who are not ‘soreheads’ yet. Hypocrites will never understand my art. What projects are you currently working on? I am planning to create a second book which will probably be published next winter. Right now I am gathering the material. I am also taking part in a European kids project about monsters.The festival is to take place this spring. There is certainly no sensuality in this project! Please tell about your cooperation with Marvel. I made a lot of sample pages and pin- ups for them.This work resulted in a more close cooperation with Disney. The details of this partnership remain in secret, but they are to be unveiled very soon, as its release is scheduled for fall. Are you going to create any art especially for merchandising? Sure. I have plenty of ideas of this kind I would love to realize. My style will presumably look at apparel, mobile and laptop accessories, stationary, posters and postcards. Why do you think your art is often regarded as multicultural? Because I am trying to avoid peculiarities of any particular region, I focus rather on widely understandable things. I would like my message to be clear irrespective of a language. Otto Schmidt: to be clear in any language
- 51. 51 TOTAL LICENSING NEWEUROPE Otto Schmidt (реальное имя Евге- ний Юрьевич Шмидт), российский комисксист, художник студии Toonbox, создал свой уникальный авторский стиль, графический ди- зайн, который сегодня представ- ляет собой отличную fashion-плат- форму для создания коллекций одежды и аксессуаров. Бренд Otto Schmidt во всем мире теперь будет представлять лицензионное агент- ство RIO Licensing. «Благодаря таланту художника ценности, заложенные в арт-бренд Otto Schmidt, не нуждается в пояс- нении, одного взгляда достаточно, чтобы понять, что вас зацепило, - комментирует директор по раз- витию RIO Licensing Роман Федо- тов. - Работа с таким качественным брендом приносит истинное удо- вольствие и наслаждение». Нам удалось побеседовать с Евге- нием Шмидтом и узнать, как начи- нался его творческий путь и чем его работы «цепляют» миллионы зрителей по всему миру. Расскажите, пожалуйста, о том, как начиналась ваша работа. Что вас вдохновляет? Работать я начал еще в конце 80-х. Но тогда я разрабатывал в основ- ном фирменные стили и логотипы. В середине 90-х я познакомился с анимацией – это адский труд и во многом неблагодарный, хотя именно он даёт мне основания любить жизнь и не слишком огор- чаться неудачам в иллюстрации, при работе с клиентами. Меня всегда вдохновлял интерес к многообразию. К возможности представить и сделать то, что для других было несбыточной фан- тазией. Открывать неожиданные смыслы в, казалось бы, обыденных вещах и создавать интригу и наво- дить туман в однозначности. Кто из художников симпатичен вам в начале творческого пути и сегодня? Пожалуй, назвал бы Нerluf Bitsrup, Jean Effel, Rockwell Kent, Евгения Мигунова, Чарушина. Конечно же, русская классика живописи и графики. Из современных это: Sergio Toppi, Joseph Leyendecker, Jean Giraud, James Jean, Simon Bisley, Mike Mignola, Jeff Campbell, J. Hewlett. Список можно продолжать долго. Но я не стремился им подражать, в смысле копирования. Я не хотел быть ими или лучше их. Предпо- читаю прививки иных манер, чем воспроизведение чужого стиля. А копирование скучно. В чем суть вашего стиля? Какие ценности вы пропагандируете своими работами? Какие чув- ства стараетесь пробудить у зрителя? Я отображаю реальное как выду- манное, а выдуманное, как взятое из жизни, скажем так. Ценности? Ну, это точно не «моральные скре- пы». Хотя, мне близки такие общие постулаты, как дружба, любовь, ценность жизни и обаяние смер- ти, принятие её как необходимой фазы развития, итоговой черты, ступени познания и мудрости. Собственно, в своих работах я стараюсь показывать жизнь, как она есть. Ну, может быть, немного более романтизированной. Я люблю делать смысловые перевёртыши. Мне интересно следить за реакцией зрителя. Ин- тересно получать от людей такие трактовки, которые я даже не за- кладывал. Кроме того, в моем творчестве до- вольно много эротики, что, конеч- но же, накладывает отпечаток на его восприятие. Но я не сторонник лобовых решений. Мне интересно увидеть иронию в сакральном, перевести шутку в печаль и печаль в шутку. Кто ваша аудитория? Для кого вы работаете? Аудитория взрослая. Не из-за контента 18+. Скорее, мои работы для взрослых, которые в душе как дети, которым всё интересно. Взрослые люди, ко- торые ещё не стали брюзгами. Для ханже- ской аудитории моё существование уже печать сатаны. Какими проектами вы сейчас занимае- тесь? В планах стоит со- здание второй книги, выйдет она, скорее всего, в начале зимы следующего года. Сей- час нарабатывается материал. Помимо этого я уча- ствую в европейском детском проекте о монстрах. Фестиваль состоится весной это- го года. Здесь, конечно, никакой эротики! Расскажите поподробнее о ва- шем сотрудничестве с Marvel. Я делал для Marvel довольно мно- го пробных страниц, пин-апов персонажей. В итоге эта работа привела меня к более плотному сотрудничеству уже со студией Disney. Подробности моей работы на Disney пусть пока останутся не- большой тайной. Осталось совсем недолго – осенью релиз. Будете ли вы создавать специ- альные серии работ специально для лицензионных товаров? Да, конечно. У меня есть множе- ство идей, и, надеюсь, мне удастся их воплотить в жизнь. Мне ка- жется, мой стиль подошел бы для мужской и женской одежды, аксес- суаров для мобильных устройств и ноутбуков, канцелярских товаров, плакатов и открыток. Как вы считаете, почему ваши работы называют «мультикуль- турными»? Видимо из-за того, что я стараюсь уйти из узкой зоны“местного коло- рита”к популяризации в широкие массы. Хочу быть понятным «без языка». Otto Schmidt: быть понятным на любом языке
- 52. 52 TOTAL LICENSING NEWEUROPE Having appeared in the global network, “Mr. Freeman” project immediately became a hit.The audience tired of stereotyped media was glad to accept the philosophic property. At the end of 2009 the first episode featuring memorable and a bit shocking character with an egg-shaped head, empty eye-sockets and insinuating voice appeared onYouTube.The gentlemen subjected consumerism and lifestyles of modern citizens to criticism.The project which has been anonymous for quite a long time, attracted the interest to Mr. Freeman and provoked rumors of his possible creators. Each episode is a monologue of the “animated guru” Mr. Freeman with which he addresses the audience, community-minded, cogitative and not indifferent people.The character tries on different social masks, exposing thereby the weakest points of modern society and individuals. The project draws attention to social degradation, zombification conducted by mass media. It makes people think, make their own decisions and follow their ideals.The episodes contain a great number of symbols, digital mysteries and philosophical overtones. The authors claim that Mr. Freeman aims at making people see a bit more then TV shows.The project tries to remove the blinkers from people’s eyes, to see the world as it is.The character keeps on saying: “People, get free, think on your own, no one including Mr. Freeman should rule you”.The idea of the project is to start a revolution of people’s consciousness. Since it was created, Mr. Freeman evolved from an internet- character into a real socio-cultural phenomenon followed by multi- million audience. Animated guru’s performances spread through modern communication channels like a virus, gaining more and more fans.As the ideas popularized by the cartoon are equally relevant to all nations, Mr. Freeman conveys his messages to millions of viewers from outside Russia. His biggest fan clubs are located in Poland, Israel and even in Greece, even though the series are not translated into the Greek language. The voice of a popular Russian actorVadim Demchog dubbing Mr. Freeman made him one of the brightest media-characters which is easy to recognize even without the video.The animation is provided by Toonbox – one of the leading animation studious in Russia that got awarded with iKids award for its series «Cut The Rope». At the moment there are 19 x 3 min episodes and 10 x 15 sec video- questions produced.The project was airing on Russian 2x2 channel and will be broadcasted there again later this year. Also, the second season of the series is scheduled to be produced this year. The audience of the project is men aged 14-18 and 25-35 years old. The character is very easy to be remembered and quite simple to be depicted, which triggers the development of fun art. Starting 2014, the Mr. Freeman property is presented in Russia and worldwide by RIO Licensing agency. To communicate with international audience, the character will learn English language. Besides, in the nearest future the project is to be translated into 7 other languages, i.e: Ukranian, German, French, Spanish. Italian, Portuguese and Chinese. RIO Licensing is currently negotiating with consumer products producers and publishers. Agents from outside Russia are invited to cooperate. Roman Fedotov, managing director of RIO Licensing, said: «I am personally a big fan of Mr. Freeman and I share his values. I got acquainted with the IP when it started spreading in the Internet. Back at that time I tried to contact its creators but without success, as the authors preferred to remain in the shade.To my greatest surprise, the creators turned out to be my friends,Toonbox animation studio. I am sure Mr. Freeman is very likely to be loved worldwide by cogitative people, regardless of the language they speak». Mr. Freeman, who are you?
- 53. 53 TOTAL LICENSING NEWEUROPE Появившись в глобальной сети, проект Mr. Freeman сразу же стал популярным. Аудитория, уставшая от шаблонных медиа, с радостью приняла философский проект. В конце 2009 года на Youtube.com появился первый ролик, в кото- ром запоминающийся, немного шокирующий медиа-персонаж с головой-яйцом, пустыми глаз- ницами и вкрадчивым голосом выступил с едкой критикой обще- ства потребления и образа жизни современных обывателей. Созда- тели сериала долгое время дер- жали авторство проекта в секрете, тем самым подогревая интерес к Mr. Freeman и провоцируя слухи о том, кто стоит за ним на самом деле. Эпизоды сериала выстроены в форме моноло- гов Mr. Freeman’а, своеобразных обращений «мультиплика- ционного гуру», к зрителям. Его аудитория – это социально актив- ные, думающие, неравнодуш- ные люди. Mr. Freeman при- меряет на себя самые разные социальные маски, обнажая тем самым наи- более слабые места современного общества и человека. Проект привлекает внимание к вопросам социальной деградации, зомби- рования СМИ, заставляет людей думать, принимать решения и следовать своим идеалам. Серии мультфильма содержат множество различных символов, цифровых загадок, философских подтекстов и намеков, а также «25-е кадры», являющиеся элементами некоего более крупного изображения, огромного таинственного пазла. Сами создатели проекта уверяют, что задача Mr. Freeman`a– заста- вить людей видеть чуть больше того, что дают с экрана телевизо- ра. Mr. Freeman пытается сломать призмы и заставить посмотреть на вещи прямо, увидеть их таки- ми, какие они есть. Он говорит: люди, освободитесь, думайте сами, своей головой, никто не должен вами управлять, в том числе и Mr. Freeman. Идея проекта Mr. Freeman – это революция созна- ния масс. За время своего существо- вания Mr. Freeman вырос из интернет-персонажа в настоящее социокультур- ное явление, завоевавшее внимание миллионной аудитории. Выступления «мультипликационного пророка» как вирус рас- пространяются через современные каналы коммуникации по планете, приобретая все больше последователей. Идеи се- риала одинаково актуаль- ны для жителей всех стран мира, и Mr. Freeman доно- сит свои послания миллио- нам зрителей далеко за пределами России. Самые большие фан-клубы бренда расположены в Польше, Израиле и даже в Греции, несмо- тря на то, что перевода сериала на греческий язык не существует. Голос известного актера Вадима Демчога сделал Mr.Freeman’a одним из самых ярких медиа-пер- сонажей, поэтому его легко узнать его даже без видеоряда. Анима- ция сериала выполнена одной из ведущих российских студий — Toonbox, получившей награду американского кинорынка iKids за сериал «Cut The Rope». На данный момент вышло 19 эпи- зодов сериала длительностью 3 минуты и 10 видео-вопросов про- должительностью 15 секунд. Сери- ал демонстрировался на россий- ском телеканале 2Х2, в 2014 году ожидается повтор показа. Также в этом году планируется производ- ство второго сезона сериала. Коммерческая целевая аудитория проекта – мужчины 14-18 лет, имиджевая – мужчины 25-35 лет. Персонаж сериала мгновенно запоминается. Его образ легко изо- бразить, благодаря чему сегодня активно развивается фан-арт. С 2014 года в России и за рубежом права на бренд представляет агентство «RIO Licensing». Для общения с зарубежной аудито- рией Mr. Freeman заговорит на английском языке. Помимо этого, в ближайшем будущем сериал будет переведен еще на 7 языков: укра- инский, немецкий, французский, испанский, итальянский, порту- гальский и китайский. В настоящее время «RIO Licensing» ведет переговоры с производи- телями потребительских товаров и издателями. К сотрудничеству приглашаются агенты на иностран- ных территориях. «Я сам являюсь большим поклонником бренда и разделяю ценности, которые он несет, - комментирует Роман Федо- тов, директор по развитию агент- ства «RIO Licensing». - Я узнал о Mr. Freeman’е, когда он только начал распространяться через интернет, и попытался выйти на его создате- лей. К сожалению, тогда нам так и не удалось познакомиться, так как авторы предпочитали оставаться в тени. Каково же было мое удивле- ние, когда оказалось, что авторами мультфильма являются мои друзья - студия Toonbox. Я уверен, что у бренда Mr. Freeman очень высокий потенциал, он обязательно понравится думающим людям во всем мире, независимо от языка, на котором они говорят». Кто ты, Mr. Freeman?
- 54. TOTAL LICENSING NEWEUROPE 54 PART 2 | STEPS 5-8 Brand licensing can be very beneficial for both brands and licensees if done in a step-by-step manner. We have divided the brand licensing process into eight critical steps. In the last edition of Total Licensing New Europe we have given our readers an insight into first 4 critical steps. In this issue, Pete Canalichio, an expert in brand licensing, gives readers an guide into critical steps 5 to 8 in launching Brand Licensing Program. The Brand Licensing Process starts several months prior to the commercialization or launch of the licensed product. Figure 2 will give you a timeline of each of the processes listed in Figure 1. Licensees and licensors should also keep in mind that missing crucial deadlines such as a line review can push the product launch out by up to a year. STEP 5: DEFINE LICENSING OPPORTUNITY After completing the due diligence process, the licensor should normally be left with two to three qualified prospects. Now it’s time to assess the size and scope of the actual license agreement. This requires the licensor to work with the selected candidate licensees to fully understand their strengths and determine whether the licensing opportunity is viable or not. Outstanding candidate licensees will immerse themselves in the licensor’s brand so that they can fully understand its positioning and architecture. From this, they should propose the look and feel of the products. They will incorporate the brand attributes into the design of their products. Licensees will pay particular attention to the placement of the logo on the product, the material from which it is constructed and how the logo is affixed to the product. A sharp licensee will request that the licensor provide them with the brand’s style-guide so they have the required information to do this. Simultaneously, the licensor should request that the candidate licensees develop three-year sales projections so they can assess the scope of the license. This forecast should be a conservative estimate of the sales the licensee thinks they can achieve and is segmented by region, channel and Stock Keeping Units (SKUs). It also includes the number of new products the licensee thinks they will introduce each year. The sales projections provided by each of the shortlisted licensees are compared with each other. The licensor then evaluates the proposals to assure they are viable, achievable and maximize the brand opportunity. For example, a prospective licensee who is number one in their category may only wish to dedicate a small portion of their business to the license, whereas the company number three in the category may be willing to convert all of their sales to the newly licensed brand. In this case the scope of the opportunity with company number three may be much bigger than company number one. Therefore, from a scope perspective the number three company may be preferred. However, it may be determined that converting the entire product from its current state to a brand state may not be achievable. Once the sales projections have been vetted, the licensor should use these to rank the candidates. The size of sales targets can then be used as a guide when negotiating the following quantifiable deal terms: minimum sales targets, guaranteed royalty minimums and cash advances. As these deal terms are based on the forecasts developed by the licensees, they should not only be fair, they BRAND LICENSING PROCESS STEP BY STEP THE BRAND LICENSING PROCESS Identify Where to Play Determine How to Win Prospect Licensees Perform Due Dilligence Define Licensing Opportunity Negotiate Contract Conduct Orientation Establish Business Plan Figure 3: Brand Licensing Process Figure 1: Brand Licensing Process By Pete Canalichio Brand Strategist and Licensing Expert pete.canalichio@ brandlicensingexpert. com
- 55. TOTAL LICENSING NEWEUROPE 55 should be robust and achievable. With this, the groundwork for the actual contract is prepared. The licensees and the licensors then go into the next step. STEP 6: NEGOTIATE CONTRACT The basis of the licensing opportunity has been prepared by the conservative sales estimates in the previous step. It is now time to establish the core deal terms. These parameters define the structure of the contract, and define such parameters as the term of the contract, where the licensed products will be sold, what royalty rate will be paid and what trademarks will be used. Because the value of these terms will be unique to every licensing contract, they must be negotiated between the licensor and prospective licensee. While each party inherently wants to arrive at the most favorable terms for their side, the best set of deal terms are those that allow both parties to achieve a successful long- term licensing program. Successful licensors keep the end in mind and practice win-win negotiating strategies. Similarly, smart licensees will have identified several choices of brands from which to acquire a license and will set limits on what deal terms they will accept, regardless of the brand. In these instances both parties can shake hands on a set of terms they know will allow them both to be successful. These terms include rights to territories, channels, covered products and trademarks, work product, quality assurance standards, the licensing approval process, manufacturing facility approval, royalty rates, minimum guaranteed royalties and sales requirements. Understanding these terms and the commitments that will be made is crucial to an effective licensing contract negotiation and could save the licensee hundreds of thousands of dollars over the life of the agreement. As the deal terms are an integral part of the contract they should be understood by all relevant members of the licensee’s organization. The deal terms are reviewed by both parties, revised if necessary, and once both sides are comfortable with the terms, they are incorporated into the licensing contract. Because licensing contracts must enable a licensor to protect their brand fully, they tend to be one-sided with significant provisions for termination. In most cases the standard contract provisions are not negotiable and as such, the licensing contract is finalized and signed soon after the deal terms are agreed upon. STEP 7: CONDUCT ORIENTATION The signing of the contract marks the beginning of a relationship. It is important for the licensee to get familiar with the licensor and the licensing program as much as possible and it is the licensor’s responsibility to make sure they provide the licensee with all the information they need. Well-run licensing programs require a formal orientation session shortly after the contract is signed. The orientation provides an opportunity for key members from the licensor’s and licensee’s companies to meet and get to know each other. Attending from the licensor’s side should be members from the licensing group, the brand group, product development and sales. Members attending from the licensee’s side should include the general manager, product development, account management, sales and marketing. The licensor normally gives the licensee an overview of the brand architecture, brand positioning and category positioning. The licensor also takes the licensee through the product approvals process, timelines and key terms in the licensing agreement. The orientation session also includes a review of all testing and auditing protocols. Normally, the licensor will deliver a brand licensing style guide to the licensee at orientation. The style guide helps direct the licensee on how to use the brand logo and style elements when creating products, packaging and marketing collateral. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Identify Where to Play Determine HowtoWin Prospect Licensees Due Dilligence Define Licensing Opportunity Negotiate DealTerms Agree to Deal Terms Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Contract Signed Conduct Orientation Concept Development Starts with Samples Production & Shipping Line Review POIssued Prototype Approval Jan’16 Commercialization Step 5 Step 6 Step 7 Step 8 Step 4Step 3Step 2Step 1 Figure 2: Product Commercialization Timeline
- 56. TOTAL LICENSING NEWEUROPE 56 If the licensor does not have a brand licensing style guide, it is highly recommended that they develop one. In addition, the orientation session is used to walk the new licensee through the approval process. The licensee must be intimately familiar with the approval process if they wish to get their products approved quickly and efficiently. STEP 8: ESTABLISH BUSINESS PLAN Now that you’ve signed a contract and have made sure the licensee has a good understanding of the brand, it is important to give the licensee the right tools to be successful. Monitoring the licensee’s business and ensuring that they set achievable targets enables them to make the maximum use of the license. The licensee should begin with developing a one-year business plan. The business plan should start with a firm understanding of the licensor’s brand and category positioning statements. Key targets taken from the licensing contract should also be cited in the business plan. These include: • Minimum sales • Minimum guarantees • Royalty rate The business plan should also contain a clear understanding of the product development/ commercialization timeline, the SKUs they plan to sell including any new products that they plan to develop, and the key retailers where the licensee plans to sell their licensed product over the next year. The sales plan should be built by month, by retailer, and if applicable, by region. Projected royalties should be calculated based on the sales projections and reviewed against minimum royalties to assess the robustness of the plan. On the next page is a snapshot of what such a plan should contain. Dashboard Reviews: On a monthly basis the licensor will review the business estimate against the plan. Thus both the licensee and the licensor should track the actual sales and royalties versus those projected in the annual business plan. Subsequent monthly projections should be laid out with justifications for any increases or decreases relative to the business plan and the most recent estimate. The results of this will be used to maximize opportunities within the calendar year and to develop the business plan for the following year. Similarly, there is a quarterly and an annual review that compare the sales performance with the previous quarter (or year). Audits: Each licensing agreement provides the licensor with the rights to audit its licensee. These audits include a review of the licensee’s financial and product development records, as well as social compliance audits of its approved factories. Social compliance audits are conducted whenever a new licensee or facility is made part of a licensing program. In addition, business audits are performed routinely to ensure the licensee is complying with the terms of the agreement. Typically audits are conducted by approved third parties. Any discrepancies found in a social compliance audit that can be harmful to the facility’s employees must be resolved before the facility can be used. Others may be resolved on an ongoing basis. Licensee business audits that turn up any inconsistencies are reviewed for the seriousness of the error. A discrepancy related to selling unapproved product or selling product in an unauthorized method can result in termination. In addition, there are significant penalties for sales of unapproved or unauthorized product. Royalties related to these sales typically are equal to the sales value themselves. Minor infractions are resolved by correcting the problem in a prudent and expeditious fashion. SUMMARY For most brand owners, Brand Licensing is an under-utilized method of entering a new product category. However, we hope that through this module we have been able to illustrate what Brand Licensing is and the numerous benefits that it has to offer both to licensors and licensees, as well as describe the entire brand licensing process as we have seen it work in the real business world. Pete is a brand licensing strategist with over 20 years of business experience. Having worked in brand licensing for close to 15 years for companies such asThe Coca-Cola Company and Newell Rubbermaid, he is considered an expert on the subject and is repeatedly asked to speak at branding and licensing conferences and leading business schools globally. In 2009, Pete founded Licensing Brands, Inc., a company dedicated to helping brand owners and manufacturers harness the power of brand extensions through licensing. For more information, please visit website: www.brandlicensingexpert.com
- 58. TOTAL LICENSING NEWEUROPE 58 ЧАСТЬ 2 | ШАГИ 5-8 Лицензирование бренда будет взаимовыгодным как для брен- да так и для лицензиата если будет проводится шаг за шагом. Мы разделили лицензирование бренда на восемь шагов. В последнем издании журнала Total Licensing New Europe мы дали нашим читателям представ- ление о первых 4 критических шагов. В этом издании, Пит Каналичио, эксперт в области лицензиро- вания бренда, дает читателям руководство в критические шаги с 5 по 8 в запуске программы ли- цензирования бренда. Процесс Лицензирования бренда начинается за несколько месяцев до коммерциализации или запу- ска лицензированного продукта. Рисунок 2 дает вам представление о каждом процессе, который пред- ставлен на рисунке 1. Лицензиаты и лицензиары, долж- ны также иметь в виду, что без необходимых сроков, таких как своевременный запуск продукта может продлится и до года. ШАГ 5: ОПРЕДЕЛЕНИЕ ВОЗМОЖНОСТИ ДЛЯ ЛИЦЕНЗИИ После завершения процесса про- верки, лицензиар обычно оставля- ет от 2-3 перспективных клиентов. Теперь пришло время для оценки размера и объема фактического лицензионного соглашения. Это требует от лицензиара работы с выбранным кандидатом лицензи- атом чтобы полностью понять их сильные стороны и определить, является ли возможность лицен- зирования реальной или нет. Вы- дающиеся кандидаты –лицензиаты должны с головой погрузится в бренд лицензиара, чтобы в полной мере понять его позиционирова- ние и структуру. С этого момента они должны предложить внешний вид продукции. Им необходимо включить в дизайн своей продук- ции атрибуты бренда. Лицензиаты должны так же уделять особое внимание размещению логотипа на изделии, материале и как ло- готип выглядит на изделии. Про- ницательный лицензиат попросит лицензиара предоставить ему ру- ководство по стилю бренда, чтобы иметь необходимую для роботы информацию. Одновременно, лицензиар должен попросить кандидата лицензиата разработать трехлетний прогноз продажи, чтобы они могли оце- нить масштаб лицензии. Этот про- гноз должен быть консервативной оценкой продажи, которые лицен- зиат предполагает достичь по ре- гионам, каналам и ассортиментной позиции (SKU). Также включает в себя ряд новых продуктов, кото- рые по мнению лицензиата, будут представлены каждый год. Прогнозы продаж, предостав- ляемые каждым лицензиатом из сокращенного списка сравни- ваются между собой. Лицензиар затем оценивает предложения того чтобы убедиться в их жизне- способности, достижимости для увеличения возможностей бренда. Например, потенциальный лицен- зиат который является лидером в своей категории может выразить желание посвятить небольшую часть своего бизнеса лицензии, в то время как компания номер три в этой категории готова, транс- формировать всю продажу на новый лицензированный бренд. В таком случае объем возможностей с компанией под номером три может быть намного больше, чем с компанией номер один. Таким образом, с точки зрения объема перспектив, у компании под номе- ром три больше шансов. Однако, может быть так, что трансформация всего продукта из текущего состояния в состояние бренда может быть и недостиг- нутой. После того, как прогнозы продажи прошли аттестацию, ли- цензиар должен использовать их, чтобы ранжировать кандидатов. Размер цели продажи может быть использован в качестве руковод- ства при согласовании следующих количественных показателей сдел- ки: минимальные цели продаж, гарантированные минимумы роял- ти и снятия наличных. Поскольку эти условия сделки основаны на разработанных прогнозах лицен- зиатов, они должны быть не только справедливыми, но и надежными, и достижимыми. ЛИЦЕНЗИРОВАНИЕ БРЕНДА ПРОЦЕСС - ШАГ ЗА ШАГОМ ПРОЦЕСС ЛИЦЕНЗИРОВАНИЯ БРЕНДА Определите поле деятельности Определите, как победить Исследование лицензиатов Проявить должную осмотрительность Определение возможности для лицензии Переговоры по условиям контракта Руководство по ориентировке Создание бизнес-плана Рис. 1: Процесс лицензирования бренда Пит Каналичио, Эксперт брендового лицензирования pete.canalichio@ brandlicensingexpert. com
- 59. TOTAL LICENSING NEWEUROPE 59 Таким образом под- готовка для фактиче- ского контракта за- вершена. Лицензиаты и лицензиары могут перейти к следующий стадии. ШАГ 6: ПЕРЕГОВОРЫ ПО УСЛОВИЯМ КОНТРАКТА Возможность ли- цензирования была подготовлена на осно- вании консервативных оценок продажи из предыдущего шага. Сейчас настало время, чтобы уточнить условия основной сделки. Эти параметры определяют структуру контракта, а также определяют такие параметры, как срок действия договора, где будет продаваться лицензионная про- дукция, какая ставка роялти будет выплачиваться и какие торговые марки будут использоваться. По- скольку значение этих терминов будет уникальным для каждого лицензионного договора, они должны согласовываться между лицензиаром и потенциальным лицензиатом. В это время как каждая из сторон по своей природе хочет прийти к наиболее благоприятным усло- виям для себя, по этому лучшим набором условий сделки являются те, которые позволяют обеим сторонам обеспечить успешную долгосрочную программу лицен- зирования. Успешный лицензиар имеет в виду конец, потому использует беспроигрышную стратегию ведения переговоров. Точно так же, умные лицензиаты выделяют несколько брендов, на которые хотят получить лицензию, и уста- новить некоторые ограничения на условия сделки, которые они будут принимать, независимо от марки. В таких случаях обе сторо- ны могут пожать друг другу руки, поскольку они знают, что условия контракта, позволит им обоим, быть успешным. Эти условия включают в себя права на территории, каналы, покрытие продуктов и торговые марки, результат труда, стандарт качества, утверждение процесса лицензирования, производствен- ные цеха и утверждение ставок роялти, минимальный гарантиро- ванный роялти и продажа требо- ваний. Понимание этих условий и обязательств, которые будут сде- ланы имеют решающее значение для эффективных переговоров о договоре лицензирования и могут спасти лицензиату сотни тысяч долларов в течение срока действия договора. Поскольку условия сделки являются неотъ- емлемой частью договора они должны быть понятны всем чле- нам организации лицензиата. Условия сделки рассматриваются обеими сторонами, пересматри- ваются при необходимости, и как только обе стороны довольны ус- ловиями, они включаются в лицен- зионный договор. Лицензионный договор должен дать возможность лицензиару защитить свой бренд в полном объеме и с полной воз- можностью его окончания. В большинстве случаев стандарт- ные положения контракта не под- лежат обсуждению и такой, лицен- зионный договор будет завершен и подписан в ближайшее время после того, как условия сделки будут согласованны. ШАГ 7: РУКОВОДСТВО ПО ОРИЕНТИРОВКЕ Подписание контракта знаменует собой начало отношений. Это важ- но для лицензиата ознакомиться с лицензиаром и программой ли- цензирования как можно больше, и это ответственность лицензиара убедиться в том, что они предоста- вят лицензиату всю необходимую информацию. Хорошо управляемые программы лицензирования требуют офици- альной ориентационной сессии, сразу после подписания контрак- та. Ориентация дает возможность ключевым членам со стороны ком- паний лицензиара и лицензиата, встретиться и познакомиться друг с другом. Участниками со стороны лицензи- ара должны быть члены из группы лицензирования, бренд группы, группы разработки продукта и продажи. Со стороны лицензиата должны быть: генеральный менед- жер, представители отделов раз- работки продуктов, управление счетами, продажи и маркетинга. Лицензиар обычно дает лицен- зиату обзор структуры бренда, позиционирование бренда и пози- ционирования категории. Лицензиар также знакомит лицен- зиата с процессом утверждения продукта, сроками и ключевыми условиями в лицензионном согла- шении. Ориентировка также вклю- чает в себя обзор всех испытаний, аудита протоколов. Как правило, лицензиар дает на ориентировке лицензиату руко- водство по стиле бренда. Стиль руководства помогает направить лицензиата, в использование ло- готипа бренда и элементов стиля при создании продукции, упаков- ки и в сопровождающих маркетин- янв фев март апр май июнь июль авг сен окт ноя дек 2014 Определите поле деятельности Определите, какпобедить Возможные лицензиаты Должная осмотрительность Определите возможности для лицензирования Обговорите условия контракта Соглашение с условиями контракта янв фев март апр май июнь июль авг сен окт ноя дек 2015 Контракт подписан Ориентация Концепция развития по образцам Производство и перевозка Линии обзора Заказ выдан Прототип одобрен янв’16 Рис. 4: тайм-линии коммерциализации продукта Коммерциализация Шаг 5Шаг 4Шаг 3Шаг 2Шаг 1 Шаг 6 Шаг 7 Шаг 8 Рис. 2: тайм-линии коммерциализации продукта
- 60. TOTAL LICENSING NEWEUROPE 60 га. Если у лицензиара не имеется руководства по стилю бренда, настоятельно рекомендуется, чтобы они его разработали. Кроме того, ориентировка используется для того, чтобы пошагово объяс- нить новом лицензиату процесс утверждения. Лицензиат должен быть хорошо знаком с процессом утверждения, если хочет, чтобы его продукты были одобрены бы- стро и эффективно. ШАГ 8: СОЗДАНИЕ БИЗНЕС- ПЛАНА Теперь, когда вы подписали контракт и убедились в том, что лицензиат хорошо понимает бренд, важно дать лицензиату не- обходимые инструменты, для того чтобы он стал успешным. Контроль деятельности лицензиата и уве- ренность в том, что он поставили перед собой достижимые цели, позволит максимально использо- вать действия лицензии. Лицензиат должен начать с раз- работки бизнес-плана сроком на один год. Бизнес-план должен начинаться с четкого понимания бренда лицензиара и заявления о категории позиционирования. Ключевые цели взяты из лицен- зионного договора также должны быть наведены в бизнес-плане. К ним относятся: • Минимальная продажа • Минимальные гарантии • Ставка роялти Бизнес-план должен также содер- жать четкое понимание разработ- ки продукта / сроки коммерциа- лизации, артикулы (SKUs) которые они планируют продавать, вклю- чая любые новые продукты, кото- рые планируют развивать, а также ключевые ретайлери, где лицен- зиат планирует продавать свои лицензионные продукты в течение следующего года. План продажи должен быть разра- ботан по месяцах, по ретайлерах, и если возможно, по регионам. Прогнозируемые роялти должны быть рассчитаны на основании прогнозов продаж и пересмотре- ны за минимальным роялти, это дает возможность определить корректность этого плана. На сле- дующей странице снимок того, что этот план должен содержать. Отзывы з доски управления: На ежемесячной основе лицензи- ар рассматривает оценки бизнеса в соотношении с планом. Таким образом, лицензиат и лицензиар должны отслеживать фактические продажи и роялти против тех, которые прогнозировались в годо- вом бизнес-плане. Последующие ежемесячные прогнозы должны быть изложены с обоснованием увеличения или уменьшения по сравнению с бизнес-планом и по- следней оценкой. Результаты анализа будут учтены при максимальном использовании возможностей в течение кален- дарного года и для разработки бизнес-плана на следующий год. Точно так же, необходим ежеквар- тальный и годовой обзор, который сравнивает показатели продаж с предыдущим кварталом (или годом). Аудиты: Каждое лицензионное соглашение предоставляет лицензиару право на аудит своего лицензиата. Эти проверки включают в себя анализ финансов и записей о разработки продуктов лицензиата, а также социальный аудит соответствия избранных заводов. Социальный аудит соответствия проводятся каждый раз, когда новый лицензиат или объект входит в состав программы ли- цензирования. Кроме того, бизнес аудиты проводятся регулярно с целью удостоверения в том, что лицензиат обеспечивает условия соглашения. Обычно аудиторские проверки проводятся утвержден- ными третьими лицами. Все обнаруженные отклонения в социальном аудите соответствия, которые могут быть вредными для сотрудников на объекте должны быть решены прежде чем объект может быть использован. Другие отклонения могут быть ре- шены в рабочем порядке. Лицен- зиат бизнес-аудиты, которые нахо- дят какие-то неответственности, пересматриваются на серьезность ошибки. Расхождения, связанные с продажей продукта или несанк- ционированная продажа продукта может быть прекращена. Кроме того, существуют значитель- ные штрафы за продажу неутверж- денных или несанкционированных продуктов. Роялти, связанные с такими продажами обычно равны их продажной стоимости. Незна- чительные нарушения разрешают- ся путем исправления проблемы, проявляя осмотрительность и оперативность. РЕЗЮМЕ Для большинства владельцев бренда, лицензирования бренда является малоиспользуемым спо- собом ввода новой категории про- дуктов. Тем не менее, мы надеемся, что через эту статью, мы смогли показать, что Лицензирование Бренда имеет и многочисленные преимущества, которые помогут, как лицензиарам так и лицензи- атам, а также здесь описан весь процесс лицензирования бренда, такого каким мы видим в реаль- ном мире бизнеса. Пит - стратег брендового лицензирования с более чем 20-летним опытом в сфере бизнеса. Проработав в области брендового лицензировании около 15 лет с такими компаниями, как The Coca-Cola Company и Newell Rubbermaid, он считается экспертом по этому вопросу и к нему неоднократно обращались для выступления на конференциях по брендингу и лицензированию, а также в ведущих бизнес-школах всего мира. В 2009 году Пит основал Licensing Brands, Inc., компанию, которая стремится помочь владельцам брендов и производителям использовать возможности расширения бренда с помощью лицензирования. За дополнительной информацией, пожалуйста, посетите веб-сайт www.brandlicensingexpert.com
- 61. Winter 2014 Fall/Autumn 2012 TOTALLICENSINGUK Fall/Autumn2013 Winter 2014 Autumn 2013/Oсень 2013 ENGLISH/РУССКИЙ March 2014 TOTAL LICENSING TOTAL BRAND LICENSING TOTAL Art Licensing TOTAL LICENSING UK TOTAL LICENSING NEW EUROPE TOTAL LICENSING AUSTRALIA www.totallicensing.com
- 62. TOTAL LICENSING NEWEUROPE 62 Hamley’s plans to open toy stores in Turkey With its 250 year history in London, Hamley’ has 36 stores internationally, with nine in the UK and Ireland. Hamleys has signed Franchise Partners for the key growth markets of Turkey,Azerbaijan, Russia, Sweden, Finland, Norway, Malaysia, Singapore, Lebanon, Egypt and Iraq. Hamleys has now grown to over 30 franchised stores across Europe, Middle East, India, and S E Asia with ambitious plans to grow to over 200 stores by 2017. Hamleys will open its first store in Istanbul in Spring 2014 with a strong growth plan for Turkey over the next five years. Shaun the Sheep is now airing on Minika Go kids channel in Turkey. UK-based stop motion animation company Aardman Animations has reached a TV Broadcast agreement with Minika Go kids channel which is one of the channels of ATV - Turkuvaz Broadcasting Group.Aardman has also inked an agency deal recently with Royal License company for representation of both merchandising and publishing rights of Shaun The Sheep for Turkey. Sindy’s licensing program is growing In September 2013 the Sindy brand celebrated 50 years of success. Sindy’s brand owner and worlwide licensor has now appointed Lisans Medya as their agent for Turkey. Pedigree and Lisans Medya have developed an intensive licensing and merchandising program for Sindy brand in Turkey and the number of licensees are growing rapidly.Along with the new style guide and new licensing categories, Lisans Medya has also planning to bring the new dolls into the Turkish market with an experienced and pioneer toy distributor soon. CAN - A new kids cartoon series from Samanyolu Samanyolu Broadcasting Group has completed its first season of animated cartoon series CAN which is produced with motion capture technique in its own animation studios. CAN is a cute and curious five year old boy and each episode teaches values and good manner. CAN is already airing onYumurcak TV, which is the kids channel from Samanyolu. Kaynak Licensing starts an licensing program for Niloya Kaynak Licensing, which is a subsidiary of Kaynak Holding, is about to complete the first season of its first animated cartoon serie Niloya. Niloya is a four-year-old girl who explores and learns new things everyday with the help of others in the family, and has a curiosity about nature. Her imagination is evident in the songs she performs in each episode. Niloya will begin airing on theYumurcak TV channel in early 2014. Metropol Lisans has added new brands to its licensing portfolio Metropol Lisans A.S., which is the licensing and merchandising subsidiary of Dunya Group, has accelerated its licensing programs and activities with new and strong licensed brands. Metropol signed agency deals with Famosa for Pin y Pon and with Mediatoon for Marsupilami brands. Representing some licensed brands such as Caillou, Arthur, Pocoyo,Tarcin TURKEY By Hamdullah Yalvak, LicenseTime MagazineTurkey hyalvak@licensetime.com Licensing Market News
- 63. TOTAL LICENSING NEWEUROPE 63 and Friends and Louie, Metropol Lisans is also the owner of the CAN brand. Metropol Lisans has all merchandising and licensing rights for CAN worlwide and will be ready to distribute license rights in early 2014.Yumurcak Dunyasi, which is the marketing and distribution company of Dunya Group, will be the master toys licensee and publisher of CAN brand in Turkey. Donmezler Lisans has launched the first U.S. Polo ASSN bags in Turkey The pioneer manufacturer and distributor of licensed stationery products and bags has recently launched the first products of the season under U.S. Polo ASSN brand. The product line includes laptop bags, pencil cases, school bags, backpacks, travel bags and trolleys. Donmezler has a very wide range of licensed products with well-known brands such as Ben10, Smurfs, Pocoyo, Ice Age, Caillou, Generator Rex and Marie’s. Türkiye In the last 10 years, the Turkish animation has seen a very noticeable growth, with an increasing number of animation studios each year in the country. Here are some of the major players in local animation sector in Turkey and some of their series produced: ANIMATION COMPANY ANIMATED CARTOON SERIES Samanyolu Broadcasting Group Can (2013) Animax Keloglan,Anka (2011) Kaynak Licensing Niloya (2013) Cordoba Animation Nane Ile Limon, Cille (2008-2009) Dusyeri Pepee (2010) Portakal Animasyon Canim Kardesim (2013) Mart Ajans CatlakYumurtalar/Sizinkiler (2012) Turkey Animation Industry Heads to Grow Up with new local animated film series 1- TRT COCUK Cille Anka - Phoenix Keloglan Nane ile Limon - Mint and Lemon Kostebekgiller- Mole Family Canim Kardesim-My Dear Sister Sizinkiler CatlakYumurtalar-Cracked Eggs Pepee 2-YUMURCAK TV Can Caillou Tarcin ve Arkadaslari Pocoyo Marsupilami Arthur Louie 3- CARTOON NETWORK Ben10 Redakai Gormiti Wow Wow Wubbzy Star Wars:The Clone Wars Smurfs Generator Rex Garfield 4- DISNEY CHANNEL Mickey Mouse’s Clubhouse Marvel Super Heroes Avengers Slugterra Max Steel Spider Man Iron Man 5- MINIKA COCUK / MINIKA GO Shaun the Sheep Aysegul My Little Pony Strawberry Shortcake Monsuno Max Steel Transformers Thomas and Friends Little Prince Peter Pan’s Adventures Beyblade Top 5 Kids Channels and their most watched programs
- 64. TOTAL LICENSING NEWEUROPE 64 Facing the prospect of launching a new property into the marketplace can seem like an overwhelming task. The effort should include: evaluating the appropriate core demographic to which the property will appeal; determining what will emerge as the property’s central focus; building a marketing program; creating the basic licensing tools such as the property’s style guide, and the list goes on. There is also one other essential element that also has to planned with equal care, and ideally at the start of any licensing program; the develop- ment of a well planned trademark program.All too often, whether it is a film, television show, video game or other piece of entertainment, plans regarding creation of the trademark program seem to often go over looked, or left until it becomes an absolute necessity to do something about it.This lack of planning often results in what I call “panic filling,” or let’s file for whatever and wherever we can.The outcome is often that far more money is spent on needless fil- ings for useless categories. Unless you are an in-house attorney, panic filling can be great for your monthly billings, but in the end you are going to face an unhappy client when they finally realize what they have spent on the property’s trademark program. What I am suggesting is a smarter approach to building a trademark program for any new property. It is not based any legal tables, theories, or other legal textbook ideologies. The self-titled “Simon Theory of Trademark Filing” is driven strictly by matching marketing needs with what categories you, and in what markets you file. If after all trademark protection exists for the most part to provide protection for goods in the marketplace that bear unique imagery, such as cartoon characters, designer names, patterns, corporate identities, etc., then a well planned trademark program must anticipate what product categories a licensing program will likely include and where, and then obtain protection in those specific categories and geographic markets.What I am offering here are simple steps that will help make the whole process easier, and hopefully less costly. STEP ONE Licensor and Lawyer must work together In order to take the first step and all others thereafter, under my self-titled trademark program, it is an impera- tive that both work closely on the development of a trademark pro- gram. Each party brings to the table a unique skill set that is essential in building a sound a program. With the licensor having done the work of defining the market for the property, which must be ac- complished before hand – this includes identification of the core consumer(s), and understanding as to how the property will be marketed on geographic basis -- there should also be the development of a list of what the licensor believes are or will be those categories of goods that are likely to be licensed. It is also help- ful if the list is arranged in order of priority, from most important to lest important categories. STEP TWO Compile a product category list Using the product category list complied by the licensor as a base, both licensor and lawyer are now in a position to work through that list in order to determine exactly which Classes will be filed and when – at the beginning of the trademark pro- gram, shortly thereafter, or sometime later on. For example, if the property is feature film being released 18 months from now, with material that will appeal to young boys – let’s say it is an action adventure film – with a big budget and well known talent, and will be supported with a big advertis- ing/marketing campaign, then there is every reason to believe that it is likely that it will appeal to the toy and vid- eo game markets.Therefore, it is both logical and prudent that these classes be covered immediately.There is the lead time need to by both industries to build product, and if the material is good, it is logical to presume that a licensing agreement for either or both categories can be obtained, and therefore protection is necessary. Due to the long lead times need by both industry, it is certain that it will be among the first categories pitched by the licensor. However, if the film is six months from opening, is a touching story about a young girl who comes of age in harsh environment of the Upper East Side of NewYork who has to do battle with over protective nannies and strudel peddling Jewish Mothers, then it is doubtful that we have much chance for either toys or video games with this property.Therefore, why would anyone bother to seek trade- mark protection in either the toy or video game classes? Neither class re- lates to the property, nor is there re- ally the time to develop product even if the property did relate.Therefore it is a real long shot that filing in either class is really neither necessary nor a wise investment, at least at this time. If, after the film’s release, you find for some reason that a toy market does relate to the film, then go for it. Chances are it will still be available as the same logic will apply to others who review the property – where is the audience for the product? Do remember that a product cat- egory list developed by the licen- sor is just a guide. It should not be looked at as something written in By Danny Simon, President of The Licensing Group danny@tlgla.com +1.323.653.2700 x20 THE AUTHOR’S NOTE This article came to mind as I reflected on the number of times I have had to build trademark programs for various entertain- ment properties. Each time I begun the task, I had no assurance that the program would hold up – meaning that it would have stay- ing power in the marketplace. Each time I had to balance the need to obtain trademark protec- tion with the real world issues of doing so with things like staying within a lim- ited budget. Having done this for proper- ties such as Dallas, Dynasty, M*A*S*H, Rambo,T2 and the US Secret Service licensing program, America’s Legacy, I thought that from what I have learned about the steps nec- essary to accomplish this goal might just be the right stuff for an article. I hope you agree. But let me know if you don’t. TINKER TOYS & TRADEMARK PROGRAMS Both Need Planning To Build Something Meaningful
- 65. TOTAL LICENSING NEWEUROPE 65 stone, but in fact should be con- tinually questioned by both par- ties both before and after the film opens or a television show airs. STEP THREE Plan waves of trademark filings I believe that you do not rush out and trademark all the classes that you think relate to your property at the beginning of a trademark pro- gram. Rather, you should plan your filing program in waves of filings, with the key or essential product catego- ries being covered in the first wave. Thereafter, you then file the next most important, etc. My reasoning is based not only the cost factors as- sociated with filing, but let’s face it, what if the property bombs? This is particularly true for theatrical films, where there is a small window that determines if the property is suc- cessful or not.Why spend for protec- tion in a vast number of categories or geographic markets only find that it was money wasted as the movie did not have legs, and the licensing program was going to phase out quickly.Also, let’s be re- alistic, after day one of a film’s open- ing, with a few filings in place, if you see that the property is a runaway hit, you still have time to fill in other categories. Just make sure that you stay on top of both the national and/or worldwide opening box office numbers, and move quickly once you see that the movie is/will be suc- cessful. STEP FOUR Planning the international markets The international market deserves as much attention as the US market, given the increased sales of licensed goods in so many markets outside the US in recent years.Trademark coverage is needed in those markets where you are likely to sell licensed goods, either through local licensees or via importation of US (or other market) goods. Unlike the US, in certain markets you can file for mul- tiple classes, which greatly reduces the cost of filing. In Europe, there is the ability now to file one trademark per class to cover the EC market, a move that can create significant cost savings in filing trademarks in these markets. But in overall, an interna- tional trademark program can get very expensive very quickly. Make certain that property warrants the effort – is the popularity of the prop- erty in a particular country worth the expense and effort of filing for the class or classes? As most licensors employ sub-agents to represents their interests in mar- kets outside the US, often these sub- agents can be an excellent source of honest information as to a property’s licensing potential in that local mar- ket.As these sub-agents all work on commission, retaining a percentage of the royalty income generated from the sale of the property’s licensed merchandise in their market, usually they will put their efforts behind only those properties that have the po- tential of generating local licensees. Therefore, they will quickly abandon those properties that afford no or little licensing revenue.Thus, they are the best source for such information. Like the US market, plan your filings in waves, seeking protection in only the key classes first, unless of course you are allowed to file for multiple classes under the same filing. If in fact your property is a popular property conducive to licensing, then most likely a fair number of the key prod- uct categories such as toys and video games will have been granted on worldwide bases.This means that the majority of international licenses will be smaller categories such as apparel, paper goods, novelties, etc. STEP FIVE Planning the international markets: pirate markets Trademark protection is also needed in markets that are known to be likely markets in which pirated goods are often manufactured.Without having filed in such countries it will be significantly harder, if not impos- sible, to take action to stop such activity if discovered. However, with a trademark on file in a country where pirating of your property is found, obtaining legal instruments such seizure and/or confiscation of the pirated good is a good deal easier to acquire from the courts. The countries which are most often listed as markets likely to manufacture pirated goods are the following: China, Sri Lanka,Vietnam, Thailand, Indonesia and Pakistan. Their may be others, but this list is a good start. Items most likely to be pirated are those such as apparel, bags, simple toys, paper goods, novelties, and non articulated figures. The more complex the product is the less likely it is to be pirated.This is true for most entertainment based products. Given the often short shelf life of a large percentage of entertainment licensed goods, usually the effort to duplicate complex products is not warranted. However, this is certainly not the case in other categories of licensing. CONCLUSION Does the property really need it, and is it worth the expense? This is the phrase to remember.The development of a good trademark program is built mostly on common sense; file for the classes needed and in the territories required. I am not suggesting that for the cost of fil- ing a trademark you place a mark in jeopardy. No, that is clearly not the message I wish to communicate here. What is the message; a smart trade- mark program is not one in which protection is obtained by the shear volume of class filings in random territories throughout the world. Rather, it protection achieved from implementation of a well planned trademark program, where filings are made in pre-selected classes that parallel the property’s development and growth in the consumer market. This type of program creates a win- ning solution for both the property and your client. Wishing you HAPPY TRADEMARKING!
- 66. TOTAL LICENSING NEWEUROPE 66 In 1991 the Teraz Polska (http:// www.terazpolska.pl/) foundation was established, running parallel with the political and economic changes across the country. Many producers, retailers, companies and individuals since then have been presented with the prestige awards and titles. Products with the logo “Teraz Polska” are considered as the best in their category. This article is not dedicated to the great Polish “Teraz Polska” contest winners (though maybe we could find the place and time in the near future) but to the companies that have achieved international and global positions and are justifiably proud of the job they have done. Inglot is one of the leading Polish cosmetic producers, with the head office in Rzeszow (http:// inglotcosmetics.com/) and began trading 30 years ago.Today their products can be found in 50 countries on 6 continents and in almost 400 shops.Whilst the founder passed away last year, the idea of creating good quality products and a strong brand goes on. 95% of Inglot production is in Poland. LPP Co from Gdansk is a company I mentioned in TLNE Autumn 2012. Their success and growth continues and the retailer has opened new shops in the Middle East and has launched a new chain entitled Sinsay. Another Polish retailer Redan SA, is located in Lodz, with around 500 shops across Eastern Europe.Their brands include Textilmarket,Top Secret, Drywash and Troll and is another example of the international expansion of a Polish company. They are also present in Russia and Ukraine. In terms of the international success of Polish retailers, there is no doubt that SMYK (http://smykgroup.com/ pl/ ) is a great example.This kid’s retail chain belongs to the EMF group, including the Spielemax (Germany) and empik stores (Poland) and already has shops in Russia, Ukraine and Turkey with plans for expansion. With several Direct To Retail licensing programs, SMYK is the leading kid’s retail chain in Eastern Europe.Their own brands, Cool Club (apparel) and Smiki (toys) are continuing to grow and develop. There are also great samples of Polish licensees.Ameet www.ameet. pl has a number of leading licensing programs and has enjoyed worldwide distribution since 1991,.As the owner explained,“Ameet was the one of the first companies in Poland that believed and trusted in the licensing business.” Additionally Ameet is developing its own designs and product ranges for the local market. Another well-known Polish licensee, Trefl SA, with their head office in Gdynia, was established in 1985 and is another example of a great international success story.Thanks to working with global brands and licensors,Trefl distribution is now worldwide and competes with major international players.The product range is huge and Trefl is unsurpassed in its category within the EE region. COBI SA, www.cobi.pl is a Polish construction blocks producer. It is the category leader in Eastern Europe with sales and distribution in more than 60 countries and sales offices in the Czech and Slovak Republics, making it another sample of Polish excellence. Established in 1987 Cobi now produces a wide range of licensing products and their portfolio continues to expand. COBI is also great distributor of other categories of toys. These are just a few examples of Polish international successes stories. It has been possible thanks to the people who believed in their ideas, hard work and the support of their teams, as well as the opportunities that emerged after the political changes in the 1989. Polska By JanuszTarasiuk JANTAR PROJEKT 03-133Warszawa, Nowodworska 29B lok.104 Poland Tel: +48 22 614 20 28 jantar@antarprojekt.pl POLAND NOW!Teraz Polska !
- 68. 68 TOTAL LICENSING NEWEUROPE DISCOP Istanbul................................................. Mar 4 - 6......................................................................www.discopistanbul.com Licensing Forum - Moscow............................... Mar 12 -14........................................................................ www.licensingexpo.ru Bologna Licensing Trade Fair............................ Mar 24 - 26..............................................................www.bolognalicensing.com Bologna Children’s Book Fair........................... Mar 24 - 27...........................................................www.bookfair.bolognafiere.it Kazachok Licensing Forum - Paris..................Apr 1 - 2................................................................................www.kazachok.com License Day - Cologne .....................................Apr 2...................................................................................www.lima-verband.de MIP TV - Cannes ................................................Apr 7 - 10.....................................................................................www.miptv.com Surtex - NewYork.............................................. May 18 - 20 ...............................................................................www.surtex.com NEM [New Europe Market] - Dubrovnik..... June 10 - 13..................................................................www.neweumarket.com Int’l Licensing Expo - LasVegas........................ June 17 - 19.................................................................. www.licensingexpo.com NATPE Europe - Prague.................................... June 23 - 26.................................................................................www.natpe.com Seoul Licensing & Character Fair 2014.......... July 16 - 20..........................................................................www.characterfair.kr Int’l Comic-Con San Diego ............................. July 24 - 27 ...................................................................www.comic-con.org/cci World Congress of Play – San Francisco ..... Sep 15 - 17........................................................www.worldcongressofplay.com Licensing Awards – London ............................ Sep 16..................................................................www.thelicensingawards.co.uk Licensing World Russia - Moscow...................Sep 18 - 19........................................................................ www.licensingexpo.ru Mir Detstva 2014 (Kids’ World) – Moscow.. Sep 23 - 26............................................................www.mirdetstva-expo.ru/en/ Buybrand/Licensing Salon - Moscow.............. Sep 23 - 25...................................................................www.buybrandexpo.com Expo Licensing Brasil ........................................ Sep 30–Oct 1...............................................................www.licensingbrasil.com Brand Licensing Europe - London................... Oct 7 - 9..........................................................................www.brandlicensing.eu Frankfurt Book Fair ......................................... Oct 8 - 12.............................................................................www.buchmesse.de MIP Junior............................................................. Oct 11 - 12..........................................................www.mipcom.com/mipjunior MIPCOM............................................................... Oct 13 - 16.............................................................................www.mipcom.com What’s on SUMMER 2014 Published 27 May 2014 LEAD FEATURE Licensing Trends Worldwide FEATURES New Europe at Licensing Expo Sweet World of Food & Drink Licensing Fashion & Celebrity Licensing The Big Interview TERRITORY SPOTLIGHT Eastern Europe DEADLINES Editorial: 1 May 2014 Ad Material: 16 May 2014 AUTUMN 2014 Published 8 September 2014 LEAD FEATURE 360° Licensing in Turkey and SEE:Who is Who? FEATURES Buybrand Russia Brand Licensing Europe & MIPCOM Preview Corporate/Trademark Brand Licensing TERRITORY SPOTLIGHT Turkey and South Eastern Europe DEADLINES Editorial: 1 August 2014 Ad Material: 24 August 2014 2014 LEAD FEATURE 360° Licensing in Russia:Who is Who? FEATURES NurembergToy Fair, NewYorkToy Fair Sports Licensing Toys & Games Licensing The Big Interview TERRITORY SPOTLIGHT Russia and CIS, Central Europe SPRING Published 5 March 2014 Licensing Forum Moscow DEADLINES Editorial: 21 February 2014 Ad Material: 21 February 2014 Bonus distribution: Licensing World Russia, Buybrand Russia Brand Licensing Europe, MIP Junior, MIPCOM Bonus distribution: Licensing Forum Moscow/Toys & Kids Russia, Bologna Licensing Fair, Kazachok Paris, Licensing Day Cologne Bonus distribution: International Licensing Expo, NEM - New Europe Market Dubrovnik, NATPE Europe The Big Interview For more information’s about Editorial and Advertising opportunities please contact: Goran Kernyak - Editor | E-mail: goran@totallicensing.com | Tel: +385 1 3865 564 | Mob: +385 99 202 33 93 | US Cell: +1 917 214 6101 SUMMER 2014 Published 27 May 2014 LEAD FEATURE AUTUMN 2014 Published 8 September 2014 LEAD FEATURE 2014 LEAD FEATURE 360° Licensing in Russia:Who is Who? FEATURES NurembergToy Fair, NewYorkToy Fair Sports Licensing Toys & Games Licensing The Big Interview TERRITORY SPOTLIGHT Russia and CIS, Central Europe SPRING Published 5 March 2014 Licensing Forum Moscow DEADLINES Editorial: 21 February 2014 Ad Material: 21 February 2014 Bonus distribution: Licensing Forum Moscow/Toys & Kids Russia, Bologna Licensing Fair, Kazachok Paris, Licensing Day Cologne
- 70. The 100 mostvaluable brands in 2013 were worth over $2.55 trillion, which would make them the 6th biggest country in the world by GDP, ahead of Russia, Brazil and India... ...and most of them are licensed! June will see the launch of a magazine dedicated to the licensing of these and other brands from around the world For more information contact: Francesca Ash (francesca@totallicensing.com) Goran Krnjak (goran@totallicensing.com Jerry Wooldridge (jerry@totallicensing.com