total licensing new europe - spring 2014 issue

Spring 2014 / 2014ENGLISH/

For inquiries and opportunities please contact:

Friderico Gatti: [email protected] Pig Astley Baker Davies Ltd / Entertainment One UK Ltd 2003. All Rights Reserved.

Global smash hitpre-school brandsplashing into Russia

Publishing,art & craft, bagsand confectionary

lines secured.

Rosman

appointed as

Master

Toy Partner

Broadcast dailyon Karusel

www.peppapig.com

#1 in the UK, Spain, Italy and AustaliaGrowing in Latin America, USA, Europe and Asia

Retail launch Fall 2013

4TOTAL LICENSING NEW EUROPE

FEATURESInfo / News .....................................................6

[Licensing] Info & Deals around the globe

Cover Story: Winx Club .............................18

Winx Club Celebrates 10 years &

Interview with Kira Plastinina and Lorena Vaccari

Kids Licenses Trends 2014 .........................26

Spielwarenmesse 2014 license trends

Licensing Forum Moscow ...........................30

Overview of Russian licensing event

Russia - Market Research ...........................38

Synovate Comcon Conference report - by Vestnik

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 Hamdullah Yalvak

Tinker Toys & Trademark programs ..........64

Both need planning to build something ....

Poland Now! .................................................66

Market opinion by Janusz Tarasziuk

Whats 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 our Total 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 WooldridgePublisher Editor Sales [email protected] [email protected] [email protected]

oo 2014 . Total Licensing New Europe , - , , . 2014 , Total Licensing New Europe - , - . , , 35 500 , . , Total Licensing New Europe

2012 , Total Licensing 11 ! 100,000 105 . , Total Licensing 6 -, , - .

PublisherFrancesca Ash

[email protected]

EditorGoran Kernyak

[email protected]

Sales DirectorJerry Wooldridgejerry@totallicensing

EditorialBecky Ash

[email protected]

Advertising SalesJames Ash

[email protected]

[email protected]

Contributing WritersDanny Simon

Hamdullah YalvakJanusz Tarasziuk Pete Canalichio

Philippe GuinaudeauVestnik of licensing market.

Total LicensingNew Europe Office

Goran KernyakBusiness Development

ManagerMarijane Radev 4HR-10000 Zagreb

Croatiatel: +385 1 3865 564

mobile: +385 99 202 33 [email protected]

Head OfficeTotal Licensing Ltd

4 Wadhurst Business ParkFaircrouch Lane

Wadhurst, East Sussex TN5 6PT, UK

Tel: +44 1892 782220Fax: +44 1892 782226

www.totallicensing.com

2014Total Licensing Ltd All illlustrations are reproduced by

permission of their owners.

Spring 2014 2014

Welcome Willkommen Benvenuti Bienvenidos Mir se vini Pari yegak Shchyra zaprashjem Dobro doli Vitame vs Tere tulemast Kalos orisate Isten hozta Khosh keldiniz Aalzhy polyngar Esiet sveicinati Sveiki Dobre dojdovte Witajcie Bun venit Vitajte Dobrodoli Ho Geldiniz Laskavo prosimo Vtme t mobrdzandit dvzlet dobredojde bine ai venit

6TOTAL LICENSING NEW EUROPEINFO

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. Its the players 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 and Apps 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, weve 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 OFMASHA AND THE BEAR: SEARCH AND RESCUE GAME

The Trump Organization and Pre-mium Brands Footwear (PBF) have formed a new partnership to pro-duce mens 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

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Fo r l i c e n s i n g oppo r t u n i t i e s , p l e a s e c on t a c t :

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8TOTAL LICENSING NEW EUROPEINFO

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 Russias No. 1 dedicated childrens 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 and Accessories 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 worlds fastest growing territories for licensed merchandise, there is huge multi-platform potential for

Peppa Pig in Russia. Were 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 peoples 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 weve 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 and WikiLicensing 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 Im sure the team will do a fantastic job with this truly magical brand and boosting its presence on the Greek market.

RAINBOW EXTENDS RELATIONSHIP WITH TOP GREEK AGENT


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MGA ENTERTAINMENT 2014

10

TOTAL LICENSING NEW EUROPEINFO

Until recently, brands with active media support jealously ruled the licensing market, leaving little place for the few brands that emerged without TV 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. Theres 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 from TV screens to PC monitors and, most recently to tablets and Smartphones has undoubtedly played its part.

Electronic stores distributing content for portable devices - the App 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! Talking Tom 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 Gifts Trade 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 Barbers 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

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TOTAL LICENSING NEW EUROPE

Small in size Big in imagination

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www.iconpromotion.ru/en/

12


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 childrens play areas in leading Turkish shopping centres.The agreement, brokered by Studio 100s 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 childrens 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 100s 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 100s 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. Its a very exciting time for Studio 100 and I cant 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 100s digital capabilities and we know that Toms 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

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14


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 Any Weather, 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 players device; 12 shell choices; an image gallery and fun mini-games. Addition-ally, the Tamagotchi L.i.f.e. Angel app enables us-ers to post photos of the Tamagotchis theyre raising on Facebook.

TAMAGOTCHI L.I.F.E. ANGEL APP

Endemol, the worlds 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 formats 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 and Albania. MTVA in Hungary has commissioned a second season of 95 episodes, which is due to air this month. In Albania 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 blockbuster The Money Drop is returning to Turkey 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; Endemols 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 Lets 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


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 Licensings 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 dont 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-new TV series, Talking Tom 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 on YouTube.A trailer for the Talking Tom 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 Friends TV series will see Talking Tom 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 BRBs creative studio, Screen 21, and Outfit7, the series will be distributed around

the world by BRB Internacional.Weve 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 dont know anyone who doesnt 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. Were confident that, together with Outfit7, we will drive the brand to new heights.

BRB INTERNACIONAL AND OUTFIT7 TO PRODUCE TALKING TOM TV SERIES

Evolution has been appointed as the global licensing agency for Gaumont International Television and NBCUniversals 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


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 NEMs 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, Its 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 NEMS 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 the Year.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 on Wednesday, 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:[email protected] or call +33(0) 1 55 95 00 20.

KAZACHOK NEWS


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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 Clubs 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 Club YouTube views incredible seven million a month whilst Russia also boasts the most visitors to the Winx Club website, attracting more than 350,000 monthly, whats 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 McDonalds which

Winx Club Celebrates 10 Years

COVER STORY


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 in Yakimanka Childrens 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 VaccariMake Magic To Create New Fairy Flora Winx DollKira 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 mothers 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 Lorena Vaccari Kira Plastinina


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 mothers 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 dolls 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?

Lorena Vaccari: 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 worlds 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

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: : Its Winx Clubs 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 Winxat

Licensing Forum in Moscow

&Bologna Licensing

Trade Fair

Rainbow S.r.l. via Le Brecce , 60025 - Loreto (AN) - Italye-mail: [email protected]

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

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26

Each year, Spielwarenmesse is without 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 worlds markets. While the Teenage Mutant Ninja Turtles, 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


Turkey

CAN

Niloya

Sindy

UK

Matt Hatter Chronicles

How to Train Your Dagon


USA

Skylanders

Doc McStuffins

Amazing Spider-Man 2


27

RUSSIA

Top 1: Masha and the BearThe franchise was developed based on a famous Russian cartoon series. Its 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 cant 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 ClubWinx 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-hour TV 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 ratingsLicensor: Rainbow s.r.L.

Top 3: CarsCars 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: The Walt Disney Company Licensing Agency: The Walt Disney Company CIS

TURKEY

Top 1: CANCAN 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: NiloyaKaynak 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 on Yumurcak TV channel in 2014.Licensing Agency: Kaynak Licensing

Top 3: SindyWith the newest face and style, in September 2013, Sindy the worlds 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


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Amazing Spider-Man 2Spider-Man is one of the biggest icons in popular culture with a long-established legacy amongst boys and men. This year, Marvels Amazing Spider-Man returns in an all-new theatrical adventure. Spider-Man must save New York 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 ItalyBarbie 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 FranceFor 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 USADoc 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 Train Your 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 Berk TV 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 to Train Your 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 FranceLoliRock, 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 NBAs 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 International Trend Selection (in alphabetical order)


29

Matt Hatter Chronicles No 1 United KingdomInternational 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 ItalyMickey Mouse is a funny animal cartoon character and the official mascot of The Walt Disney Company. He was created by Walt Disney and Ub Iwerks at the Walt 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 childrens animated television series created, directed and produced by Astley 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. Peppas friends are the same age as she, and Peppas younger brother Georges 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 USASkylanders SWAP Force builds upon the success of the Skylanders franchises 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 Spyros Adventure and Skylanders Giants.

Tenkai Knights - No 2 FranceIn 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 and Valorn, 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 evil Vilius 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 KingdomLeo, 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 generations 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 SpainVioletta is a romantic Telenovela full of humour for girls from 8 to 13 years. The story is about Violetta, a lonesome teenager with a lot of talent. After living some years in Europe she moves back to her home country Argentina. In Buenos Aires 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.



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 Nickelodeon Viacom Consumer Products, and major exhibitors included Melnitsa Studio, Rainbow Srl, Riki/Marmelad Media, Animaccord, Disney, Playcom and FC Zenit.

Further exhibitors at this years 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 Childrens Goods Industry) which is the organiser of the business program this year.Key media partners include Vestnik, 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 tomorrows 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

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, to Total 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 Takkodas 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 Hallmarks 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.


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Consumer TrendsConsumers 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 OutlookThe 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 TrendsIn 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 LandscapeThe 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 CategoriesEntertainment 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 DVDs.

RUSSIABy Philippe Guinaudeau.Kidz [email protected]

A Market Overview

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Total Licensing New Europe spoke to Peter Maffay, German rocknroll 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 rocknroll 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 lifes 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 70s - 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. (*Editors note: shortly after the interview, Peter Maffays 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 dont know, I dont 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 didnt 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 did Tabaluga 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 dont you sit with your friends and create a beautiful story, and illustrate it with music? I said: Baby, Im a rocker and I dont know if it is going to work that I become a storyteller. She said: Is it written anywhere that you cant? 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


PETER MAFFAYTHE BIG INTERVIEW

By Goran Krnjak, Editor of Total LicensingNew [email protected]


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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 imag

total licensing new europe - spring 2014 issue

Business

total licensing group

licensing industry

licensing market trends

licensing info deals

turkey licensing news

brand licensing proces

vast new europe region

eastern europe