SONIC THE HEDGEHOG – STILL UNSTOPPABLE! - Kazachok

#29
JANUARY - MARCH 2012
© 2012 Viacom International Inc. All Rights Reserved. Created by Stephen Hillenburg.

Kazachok Licensing Mag’
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Virginie Goyenetche
(vg@kazachok.com)
Advertising Manager :
Ariane Binet-Prévost
(ABP2 Conseil,
abp@kazachok.com)
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Contributing writers :
Lena Rose
Véronique Morel
Katja Lux
Clément Franceschini
Claire Mitchell
Translation by :
Kathryn Walton Ward
(kwaltonward@orange.fr)
Graphic conception :
Julien Cabane
(lebookdejulien.com)
All illustrations are
reproduced by
permission of their
owners.
editorial
Chers lecteurs,
Bienvenue en 2012, l’année des Jeux Olympiques de Londres
et de l’UEFA, de la sortie au cinéma de Spiderman, Batman,
l’Age de glace, Astérix, Madagascar, le Marsupilami, the
Avengers, Bilbo le Hobbit et Star Wars ! Les licences
pérennes, historiques et installées dans l’esprit des consommateurs
seront dans les linéaires tant sur des produits qu’en
opérations promotionnelles.
La cible du préscolaire est toujours avide de nouveautés,
vous découvrirez quelques-unes des futures propriétés à
capter. Deux dossiers font la part belle au marché du jouet,
dans le cahier français, un focus vous est proposé sur les
distributeurs spécialisés qui créent la dynamique et dans
le cahier international, l’émergence des licences issues du
jouet. Cette tendance se retrouve largement dans les pays
européens et semble s’installer durablement auprès des
consommateurs.
Je ne saurais conclure cet édito sans vous donner rendezvous
à Paris les 11 & 12 avril prochains pour préparer à
l’occasion du Kazachok Forum les années 2013 et 2014 !
Dear Readers,
Welcome to 2012, the year of the London Olympics and
UEFA, and the movie premieres of Spiderman, Batman,
Ice Age, Asterix, Madagascar, Marsupilami, the Avengers,
Bilbo the Hobbit and Star Wars! Perennial and classic
properties, which are already well recognized by buyers,
will brand products on shelves and be the object of
promotions.
The preschool target loves novelty so we went looking
for some of the future hits to keep an eye on. Two reports
focus on the toys & games market: in the French section
we investigated how specialized chain stores create sales
dynamics, and in the international section we researched
the emergence of toy properties. This trend is largely
evident in European countries and seems to be becoming
a lasting habit with the public.
I cannot say good-bye without making an appointment
with you for the Kazachok Forum on April 11 th & 12 th in
Paris to prepare for 2013 and 2014!
Nathalie Chouraqui - Joint Manager
Avec et pour Sandra - with and for Sandra
from April,11th to April,12th KAZACHOK FORUM 2012
THE INTERNATIONAL LICENSING RENDEZVOUS!
in Paris
Register now on http://forumlicence.kazachok.com/
[P.08]
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content
FRANCE
Chiffres du marché GFK / Market’s figures p 04
News p 06
Licensing Saga
Franklin p 08
Property focus
Zou p 10
Jake et les pirates Jake and the pirates p 12
Outcome & Perspectives
Oggy et les Cafards Oggy and the Coackroaches p 14
Interview
Philippe Soutter PGS Entertainment p 16
Retail
Jouet de noël : les spécialistes assurent le spectacle !
Christmas toys: professionals stage the show! p 18
Interview
Philippe Alessandri Téléimages Kids & Tony Parker p 22
Hotfile
Licences Média : des licences de marques pas
comme les autres
Media properties: the specifics of these brand licenses p 24
Art & Design
News p 28
Focus Rebecca Bonbon p 29
Strategy
Philippe Alessandri Téléimages Kids & Tony Parker p 30
Products Hall p 31
UNITED KINGDOM
Property focus
Moshi Monsters p 34
Interview
Julie Quirke V&S Entertainment p 36
Products Hall p 38
Kazachok Licensing Mag’ est édité par :
[P.62]
ESPAÑA / SPAIN
News p 40
Interview
Rosa Tévar Warner Bros. CP p 42
Property focus
Lucky Fred p 43
Products Hall p 44
Hotfile
BRANDORA Übersicht der Neuigkeiten auf dem
deutschen Lizenzmarkt Overview of latest
developments on the German licensing market p 46
Interview
Nina Jäcker p 50
Products Hall p 52
News p 54
Market focus
Forever Young: Classic Kids Shows
Eurodata TV Worldwide p 56
Strategy
Nickelodeon European executives’points of view p 58
Interview
Sandra Vauthier-Cellier 4Kids Entertainment
& 4Sight Licensing Solutions p 60
Marie-Laure Marchand Studio 100 p 62
Trend
Licensing Toy bands: an increasingly frequent trend
emerging p 64
Law
Kazachok Licensing Mag’ N°29 - Janvier -Mars 2012
DEUTSCHLAND / GERMANY
INTERNATIONAL
[P.43]
Intellectual Property Management:
[P.44] Securing your revenue stream p 60
Kazachok Licensing Mag’ Janvier - Mars 12 3

France
Méthodologie
GfK Retail and Technology
collecte chaque mois, tout au
long de l’année les données
de ventes à la référence d’un
échantillon de points de vente
représentatifs de la distribution
de 300 biens durables
en France : hypermarchés,
supermarchés, spécialistes
bureautiques, vente par correspondance
et par Internet,
grands magasins, grands
spécialistes culture, jeux, jouets
et librairies. Soit un univers de
plus de 68 000 points de vente.
Les données récupérées
auprès de ces points de vente
sont extrapolées selon des
méthodes statistiques pour
représenter les ventes de
produits neufs sur la totalité du
territoire français (métropole
hors Corse et DOM-TOM). GfK
Retail and Technology propose
un baromètre régulier, avec
les volumes de ventes et chiffre
d’affaires réalisés sur chaque
licence, au global et par marché.
Les marchés suivis au travers de
cet outil par GfK sont :
• les produits d’écriture,
• le livre,
• le DVD,
• la musique,
• le jeu vidéo.
Les résultats sur le
marché du jeu vidéo
Ce mois-ci, retrouvez le
classement des meilleures
licences en valeur et en volume
sur le marché du jeu vidéo de
janvier à septembre 2011 dans
l’ensemble des réseaux de
distribution : librairies, Internet,
les GSA, les GSS et autres (circuits
mineurs comprenant notamment
la VPC).
Le Panel GFK des Licences
Kazachok vous livre les derniers chiffres du marché de la licence en partenariat avec GfK. Cette
rubrique récurrente scanne un marché différent à chaque parution, selon l’actualité.
Le groupe GfK
Le Groupe Gfk se classe au 3 ème rang
mondial des instituts d’études marketing
et a réalisé un chiffre d’affaires de
1,3 milliards d’euros en 2010.
Site internet : www.gfkrt.com
Pour en savoir plus sur les licences en général
et pour adresser vos demandes spécifiques :
Fr-Licence@gfk.fr
Ou spécifiquement sur le marché du jeu vidéo:
jean-francois.bonne@gfk.com
1 MARIO
Valeur / Value Volume
2 POKEMON
3 LEGO
4 BEYBLADE
5 ZELDA
6 DONKEY KONG
7 MORTAL KOMBAT
8
LAPINS CRETINS
RAVING RABBIDS
9 NARUTO
10 CARS
11 MULTI MARVEL
12 FINAL FANTASY
13 STREET FIGHTER
14 STAR WARS
15 DRAGON BALL
16 JAMES BOND
17 HARRY POTTER
18 DRAGON QUEST
19 TRANSFORMERS
20 RESIDENT EVIL
4 Kazachok Licensing Mag’ Janvier - Mars 12
20 meilleures ventes
de licences sur le marché du jeu vidéo de
janvier à sept. 2011 dans tous les réseaux
20 best sales of licenses
in the video games market
from January to september 2011
Définition / definition
Dans la définition de GfK, une licence est un produit présentant un
ou plusieurs personnages de fiction déclinés sur plusieurs supports
(livre, jeu vidéo…). GfK intègre aussi la notion de “marque”
(Oxbow, Esprit…) pour le marché de l’écriture.
GfK’s definition of a license is a product that presents one or
more fictional characters on a number of products (books, video
games, etc.). GfK also includes brands such as Oxbow or Esprit for
instance in the writing market.
20 meilleures ventes
de licences sur le marché du jeu vidéo
de janvier à sept. 2011 dans tous les réseaux
1 POKEMON
2 MARIO
3 LEGO
4 BEYBLADE
5 ZELDA
6 CARS
7
20 best sales of licenses
in the video games market
from January to september 2011
LAPINS CRETINS
RAVING RABBIDS
8 DONKEY KONG
9 NARUTO
10 STAR WARS
11 FINAL FANTASY
12 MORTAL KOMBAT
13 DRAGON BALL
14 STREET FIGHTER
15 MULTI MARVEL
16 JAMES BOND
17 RESIDENT EVIL
18 HARRY POTTER
19 PRINCE OF PERSIA
20 TOMB RAIDER
market focus
GFK licensing panel
Kazachok and its partner GfK are
happy to offer you the latest licensing
figures. In each magazine, this topic
and scrutinizes a different market each
time depending on the latest news.
Methodology
Over the course of the year GfK Retail
and Technology collects monthly sales
data from a number of representative
French sales outlets: hypermarkets,
supermarkets, specialized outlets,
mail order and online stores, etc. The
data collected in these sales points is
extrapolated using statistical methods
to represent the sales of new products
all over the French territory (excluding
Corsica and French overseas
departments and territories). The
markets that GfK follows with this tool
are: writing items, books, DVDs, music
and video games. Textile, luggage and
glass wear will also be surveyed over
the next months.
Results for
video games market
This month we chose to focus
on the top licensed products the
video games market from January
to September 2011 in the whole
distribution.
The GfK Group
The Gfk Group ranks n°3 worldwide
for marketing surveys and grossed
1.3 billion Euros in 2010.
Website: www.gfkrt.com
Contacts: Fr-Licence@gfk.fr,
jean-francois.bonne@gfk.com
(video games)

SONIC THE HEDGEHOG – STILL UNSTOPPABLE!
From the very fi rst day of the release of Sonic The
Hedgehog back in June 1991 on the SEGA Mega Drive
console, Sonic The Hedgehog quickly became a
worldwide gaming icon due to his super fast speed,
cool edgy character and his readiness for all types
of adventure.
In the twenty years that the video games
have been available, Sonic The Hedgehog
has achieved over 70 million sales
worldwide and is now one of the most
recognised icons of the gaming industry.
As well as video games, Sonic The
Hedgehog has enjoyed huge success in
a wide number of additional areas from
his own line of comics, apparel and toys, to
starring in three full animated TV series, and
much more to come!
Sonic has appeared in more than 65 games
to date!
An estimated 60 million people have played
at least one Sonic game!
Over 70 billion rings have been collected
by players!
Sonic is offi cially the fastest videogame
character of all time! (Guinness Book of
World Records)
Voted No. 1 iconic videogame character
of all time! (2009 MSN Poll)
FOR LICENSING QUERIES, PLEASE CONTACT:
US, Canada and Latin America:
Cindy Chau
Email: cindy.chau@sega.com
Tel: +1 415 701 3836
Europe:
Sissel Henno
Email: shenno@sega.co.uk
Tel: +44 (0) 208 996 4568
Rest of World:
Yukari Takeuchi
Email: overseasml@soj.sega.co.jp
Tel: +81 3 5736 7313
© SEGA. SEGA, the SEGA logo and SONIC THE HEDGEHOG are either registered trademarks or trademarks of SEGA Corporation. All rights reserved.

France
De nouvelles propriétés chez TF1 Licences
Le portefeuille
de TF1 Licences
s’enrichit avec une
belle marque preschool.
Le célèbre
poussin Caliméro
sera de retour,
suite à un accord
de développement
signé entre TFOU et
Alphanim pour une
série inédite en 3D. 2013 marquera également les 50 ans de ce héros transgénérationnel,
dont TF1 licences gère les droits sur la France.
Côté programmation familiale, The Voice va être l’événement TF1 de 2012. Ce
nouveau talent show va faire évoluer le genre grâce aux auditions à l’aveugle, aux
battles de haute volée musicale, et aux performances live.
L’agent gère également de nouvelles licences promotionnelles : Warner vient de
lui confier la gestion des droits promotionnels de 3 de ses programmes phares :
Mentalist, série phénomène de TF1, Gossip Girl, licence glamour culte, et Vampire
Diaries, ciblant fortement les ados.
Côté jeunesse, les Droits Promotionnels de Rekkit, série diffusée dans TFOU sur
TF1, ont été confiés par Zodiak Kids / Marathon Média à TF1 Licences.
De nombreux développements en perspective !
New properties for TF1 Licences The portfolio of TF1 Licences has welcomed a
nice preschool property. Calimero, the famous little black chick is returning thanks to a deal
signed between TFOU and Alphanim for a new 3D series. 2013 will see the celebration of this
transgenerational hero’s 50 th birthday. TF1 Licences will handle the licensing rights for France.
The Voice will be the big family entertainment event on TF1 in 2012. This new talent show
will include novelties such as blind test auditions, high standard musical battles and live
performances.
The agent will also be managing new promotional properties. Warner just appointed TF1
Licences to handle the promotional rights of 3 of their leading programs: Mentalist, TF1’s
hit series ; Gossip Girl, the cult glamour property ; and Vampire Diaries, which is intended
for teenagers. As far as kid shows, Zodiak Kids / Marathon Média appointed TF1 Licences
to handle the rights to Rekkit, which runs on TF1’s TFOU. There will surely be lots of new
developments!
6 Kazachok Licensing Mag’ Janvier - Mars 12
news
Remise des Trophées de la
Licence 2012
Cette année, la F2D2,
Fédération Française
des droits dérivés,
organise pour la 1 ère
fois les Trophées de
la Licence, récompensant
par catégorie les meilleures
licences exploitées sur le
marché français durant la période
du 1 er janvier au 31 décembre 2011.
Sept catégories de trophées seront ainsi décernées :
Art&Design, Personnalités, Entertainment, Marques,
Meilleure promotion en magasin, Meilleure communication,
Meilleure innovation produit. Chaque société
détenant des droits d’exploitation de produits dérivés
peut déposer jusqu’à 5 dossiers de candidature, avant
le 30 janvier 2012. Les vainqueurs seront élus par
l’ensemble de la profession, qui votera en ligne de
façon anonyme. La remise des prix aura lieu le jeudi 12
avril 2012, lors du Forum Kazachok. Déposez vite vos
dossiers ! Contact : tropheesf2d2@gmail.com
Le rendez-vous international du film d’animation : du 6 au 8 juin à Annecy
Plus grand événement international dédié à l’industrie
du film d’animation, le Mifa (Marché international
du film d’animation) réunit 2300 accrédités, 450
exposants, plus de 200 acheteurs et distributeurs, 40
pays et propose une vidéothèque de 500 films.
Participer au Mifa permet de rencontrer les
professionnels du cinéma, de la TV et des nouvelles
plateformes, de négocier des droits, de présenter
des projets à différents stades de développement afin de financer la
production ou de vendre, et bien sûr de découvrir les dernières tendances
et les nouvelles opportunités.
Enfin, le Mifa propose plusieurs conférences organisées par de grands
experts. Un évènement à ne pas manquer !
2012: The 1 st Edition of Licensing Awards
French Federation of Licensing Rights - F2D2 - is hosting
the First Licensing Awards ceremony. The Awards will
honor the best properties developed on the French
market between January 1 st and December 31 st 2011.
There are 7 different categories: Art & Design, Famous
figure, Entertainment, Brand, Best in-store promotion,
Best Advertising, Best product innovation. Each company
holding licensing rights can submit up to 5 entries before
January 30th 2012. A representative panel of professionals
will vote anonymously online to elect the winners. The
ceremony will be held on Thursday April 12 th during the
Kazachok Forum. Don’t miss the submission deadline!
Contact: tropheesf2d2@gmail.com
Animation’s international
trade fair: June 6 th to 8 th in
Annecy The largest international
animation event, Mifa (International
Market of Animation Films)
attracts 2300 registered visitors,
450 exhibitors, and over 200 buyers
and distributors from 40 different
countries. The market offers access
to over 500 films.
Mifa is an opportunity to meet TV,
movie and mobile platform professionals
as well as negotiating rights,
or presenting projects at different development stages to find funding for
production. Evidently the market is also a key moment for sales and a
possibility to find out what the latest trends or new opportunities might be.
Finally, Mifa offers a cycle of conference hosted by leading experts. Don’t
miss this unavoidable event!

SOYEZ DANS L’ACTION
AVEC LES LICENCES ¢
CONTACT
Séverine Contri Nahon + 33 1 71 35 23 70 severine.contrinahon@canal-plus.com
¢ 5/13 Bvd de la République, 92100 Boulogne - Billancourt, France
© FCBARCELONA , © 2009 ESPN, INC. ALL RIGHTS RESERVED.

France
Franklin
LA NAISSANCE DE FRANKLIN
En 1983, Paulette Bourgeois,
journaliste canadienne, décide
d’écrire un livre pour les petits,
dans lesquelles elle relate les
aventures de Franklin la tortue,
qui réalise son apprentissage
Paulette Bourgeois Brenda Clark
de l’existence à travers ses
propres expériences : la perte de son doudou, la peur du noir, la
visite à l’hôpital…. En 1986, Kids Can Press lance l’édition de ces
aventures, illustrées par Brenda Clark. Au tout début des années 90,
Hachette est séduit par les histoires de ce héros du quotidien, auquel
s’identifient facilement les enfants. C’est en 1997, que Franklin fait
UNE SUCCESS STORY
• Une forte identification des enfants avec
Franklin, ce héros du quotidien.
• Une licence pérenne, cautionnée par les parents
• Licence preschool leader sur des catégories
majeures du jeu et jouet dans les années 2000
• 60 partenaires majeurs ont été moteurs de
l’aventure comme Lansay, LU, TF1 Games, TF1
Vidéo, Jemini, France Cartes, Sun City, MCT,
Ravensburger,… Certains partenaires repartent déjà
à l’aventure !
• Plus de 9 millions de livres vendus par Hachette
depuis le lancement
• Une belle visibilité TV avec une diffusion
ininterrompue sur TF1 depuis 1999; Diffusion de
la nouvelle série 3D dans TFOU sur TF1 depuis
septembre 2011
• Une forte notoriété auprès des familles comme des
distributeurs : 90% de notoriété sur les 4-5 ans et une
« cote d’amour » 7.4/10 (1)
A SUCCESS STORY
• Strong identification of kids to Franklin, an everyday hero
• A perennial property that parents appreciate
• Leading preschool license in major categories of Toys&
Games in the 2000s.
• 60 key partners led the licensing adventure such as
Lansay, LU, TF1 Games, TF1 Vidéo, Jemini, France
Cartes, Sun City, MCT, Ravensburger, etc. Some
partners have already expressed their desire to renew
their participation!
• Hachette has sold over 9 Million copies of the books
since they were launched
• Good TV visibility thanks to non-stop presence on TF1
since 1999 ; The new 3D series launched on TF1 in TFOU
in September 2011
• High recognition by families and distributors:
90% of recognition by 4 to 5 YO and a Love Level of 7.4/10 (1)
8 Kazachok Licensing Mag’ Janvier - Mars 12
licensing saga
est devenu
un classique !
ses premiers pas à la télévision dans la série produite
par Nelvana, lancée en 1999 sur TF1.
FRANKLIN: ONCE UPON A TIME
In 1983, Paulette Bourgeois, a Canadian news
reporter, decided she wanted to write a book for
little children in which she would tell the adventures
of Franklin the turtle who learns through a series
of experiences such as losing his favorite soft toy,
being scared of the dark or visiting a hospital, etc.
In 1986, Kids Can Press published the adventures
with illustrations by Brenda Clark. In the beginning
of the 90s, Hachette was enthused by this everyday
hero with whom kids easily identify. In 1997, Franklin
premiered on TV in a series that Nelvana produced and
first appeared in France in 1999 on TF1.
FRANKLIN FAIT SON SHOW
• En Télévision : 6 saisons en diffusion
ininterrompue depuis 1999 sur TF1 -
De belles performances
• Au Cinéma : sortie du film « Franklin
et le Trésor du Lac » en 2006
• Sur scène : spectacle musical
Franklin en 2008
THE FRANKLIN SHOW
• On TV: 6 Seasons have been running
without interruption on TF1 since 1999
- Good ratings
• In movie theaters: Franklin and the
Turtle Lake Treasure in 2006
• On stage: Franklin musical in 2008

France
UNE NOUVELLE SÉRIE EN 3D
Cette nouvelle série (52x11 minutes) diffusée dans TFou sur TF1 réalise des
débuts prometteurs. Les enfants retrouvent leur héros, sa famille et ses fidèles
amis au cœur de Woodland. Franklin a grandi : fan de sport, plus sûr de lui et
indépendant, il accompagne les enfants dans leur apprentissage au quotidien,
avec humour et enthousiasme. Un nouveau personnage va également leur transmettre
son goût pour les voyages, la découverte et l’aventure : la tante
de Franklin, jeune artiste excentrique, débordante d’imagination.
Avec ces nouvelles aventures et ce graphisme 3D moderne,
cette nouvelle série reste fidèle à l’esprit original de Franklin
en véhiculant les valeurs fortes et fédératrices : solidarité,
famille, amitié, indépendance, tolérance, soif de découverte
et d’aventures
UNE NOUVEAU PROGRAMME
DE LICENCE PROMETTEUR
• Une cible preschool
• Une diffusion sur TF1 dans TFou
• Un mini-site sur tfou.fr
• Une charte 3D inédite
• Déjà des partenaires majeurs sur
les principales catégories :
- Mastertoy Mango avec un concept merchandising
innovant. Plus de 10 catégories de produits déjà
en développement : figurines, playsets,
peluches, déguisement, roulants, jeux,
arts and crafts, mobilier enfant,
décoration de chambre, gifts, back to
school, instruments de musique…
- Hachette : édition
- Ravensburger : puzzle, loto,
mémo, domino, puzzle Ball,
Mandala
- TF1 Vidéo : DVD
- Dynastrib : accessoires de fête
- Leomil : textile et chaussures
- Belltex : linge de lit
A PROMISING NEW
LICENSING PROGRAM
• Preschool target
• Broadcast on TF1 in
TFou
• A dedicated mini
website on tfou.fr
• A brand new 3D
graphic charter
• Major licensing
partners in the
leading categories:
- Mastertoy Mango with innovative merchandising: figurines, play sets,
soft toys, costumes, rolling items, games, arts and crafts, kid furniture,
bedroom decoration, gifts, back-to-school, music instruments, etc.
- Hachette: publishing
- Ravensburger: puzzle, lotto, memo, dominos, puzzle Ball, Mandala
- TF1 Vidéo: DVD
- Dynastrib: party accessories
- Leomil: apparel and shoes
- Belltex: bed linen
(1) Source : TFOUmètre – 2011 - IFOP – notoriété assistée / assisted recognition
licensing saga
THE BRAND NEW 3D SERIES
The new series (52x11’) available on TF1 (TFou)
made a promising debut. Children are happy to
reunite with their hero, his family and his friends in
Woodland. Franklin has grown up: he loves sports,
and has gained self-confidence and independence
to accompany children as they learn about every
day life with a fun and enthusiastic attitude. A new
character will also share her taste for travel, discovery
and adventures: Franklin’s aunt, a young zany
artist with loads of imagination. The new series
in 3D is full of exciting adventures and modern
visuals yet it continues to stand for the character’s
strong values such as: helpfulness, family,
friendship, independence, tolerance,
curiosity and adventurous spirit.
ACTUALITÉS 2012
• Une 2 ème saison en développement
soit 104x11’ épisodes
• Un programme d’édition 2012 très riche
prévu par Hachette, partenaire historique de
la marque
• De nombreuses nouveautés produits
développées par le Master Toy et les
nouveaux licenciés
2012 NEWS
• 2 nd Season under development will amount to
104x11’ episodes
• A very rich 2012 publishing program
scheduled by Hachette, the property’s
historical partner
• Numerous new products developed by the Master
Toy and the new licensing partners
UN PERSONNAGE
INTERNATIONAL
• 25 ans de succès en édition : 65 millions de
livres vendus dans le monde en 30 langues,
100 titres dans 50 pays
• Une présence dans de nombreux
pays pour la nouvelle série : Canada
(Treehouse), France (TF1), Italie (Mediaset),
Europe de l’Est (Minimax), Australie (ABC),
Finlande (YLE TV2), Amérique Latine
(Discovery Kids), Norvège (NRK), Pologne
(TVN), Portugal (Canal Panda), Russie
(Canal J), Singapour (KTO), Corée du Sud
(EBS), Indonésie (Space Toon)
AN INTERNATIONALLY KNOWN CHARACTER
• 25 years of publishing success: 65 Million
books sold worldwide, translated in 30
languages, 100 different titles in 50 territories
• A broadcast in many countries for the new
series: Canada (Treehouse), France (TF1),
Italy (Mediaset), Eastern Europe (Minimax),
Australia (ABC), Finland (YLE TV2), Latin
America (Discovery Kids), Norway (NRK),
Poland (TVN), Portugal (Canal Panda), Russia
(Canal J), Singapore (KTO), South Korea (EBS),
Indonesia (Space Toon)
Kazachok Licensing Mag’ Janvier - Mars 12 9
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France
10 Kazachok Licensing Mag’ Janvier - Mars 12
de sa famille avec qui il vit à “Zebraville”.
A l’un des personnages : la maman très
protectrice, le fier papa, la grand-mère
indulgente, le grand-père taquin ou enfin la
très sage arrière-grand-mère…
En France, la série sera diffusée sur
France 5 and Disney Junior. Et plusieurs
chaînes se sont également positionnées
à l’étranger : Disney Junior pour
l’Europe, l’Amérique Latine et l’Asie,
RTBF, TV2 Norway, Télé Quebec…
En ce qui concerne les produits dérivés, 3
licenciés ont déjà signé en France. Hachette
lancera 13 livres en 2013, Hemma publiera
des livres de coloriage et d’activité, et Citel
éditera le DVD.
Et d’autres contrats sont en cours de
négociations. A suivre !
V.G.
property focus
deZou !
Bienvenue dans
le monde
Alors même que la série n’a pas encore été livrée, le jeune
zèbre Zou a déjà de l’actualité dans plusieurs pays…
Welcome to the world of Zou !
>Cyber Group Studios produit
actuellement une série 3D tirée
d’un livre de L’Ecole des Loisirs.
Cet adorable personnage a déjà séduit de
nombreux diffuseurs et même des licenciés !
Une présence internationale
en édition
A l’origine, Zou est une collection de livres
pour enfants, publiée en France par L’Ecole
des Loisirs. Cinq titres sont sortis en 2010
et un autre a été lancé pour Noël 2011.
Au travers du regard curieux et malin de
Zou, l’histoire aborde les principaux thèmes
de la petite enfance, en faisant pas à pas de
grandes découvertes.
Le livre est déjà édité dans 11 pays à
travers le monde : Etats-Unis, Allemagne,
Espagne, Japon, Nouvelle Zélande…
La qualité des livres a été mise en avant
par plusieurs récompenses, comme le
Parents’Choice Awards aux Etats-Unis
en 2004, ou the Youth Bologna Book-Fair
Special Award en Italie en 2009.
Déjà des partenaires
pour la nouvelle série
Cyber Group et Scrawl Studios produisent
la série 3D de 52x11’, qui sera livrée fin
2012. La production est supervisée par
Theresa Plummer Trees – ancienne Directrice
de BBC Kids – et s’adresse aux enfants
de 1 à 5 ans. La série suit les aventures
quotidiennes de Zou, un zèbre de 5 ans, et
Although the series has not even been delivered,
the young zebra Zou is already very successful
across the world…
Cyber Group Studios are producing a 3D series
based on book published by L’Ecole des Loisirs.
The adorable hero has already convinced many
broadcasters and even licensees!
An international presence
in publishing
Zou is originally a collection of children books,
published in France by L’Ecole des Loisirs. Five titles
were released in 2010
and a new one arrived for
Christmas 2011.
Through Zou’s inquisitive,
cheeky but innocent eyes,
the story touches all themes
of early childhood, taking
small steps but making big
discoveries. It is already
present in 11 countries
across the world : USA,
Germany, Spain, Japan,
New Zealand…
The quality of the books
has been pointed out with
famous awards such as the
Parents’Choice Awards in
the USA in 2004, the Youth Bologna Book-Fair Special
Award in Italy in 2009.
The new series already
appealed to partners
Cyber Group and Scrawl Studios Studios are producing
a 3D series of 52x11’ that will be delivered in the
end of 2012. It is supervised by Theresa Plummer
Trees - former Head of BBC Kids and targets kids
from 1 to 5. The series tell the story of the daily-life of
Zou, a five year-old zebra and his family, who live all
together in a “zebra town”. Everyone in the family will
recognize himself in one of the characters: over-protective
mother, proud father, indulgent grandmother,
playful grandfather and wise great grandmother…
In France, it will be broadcasted on France 5 and
Disney Junior. And broadcasters have also been
announced abroad: Disney Junior for Europe, Latin
America and Asia, RTBF, TV2 Norway, Télé Quebec…
On the licensing side, 3 licensees have already signed
in France. Hachette will launch 13 books in 2013,
Hemma will publish coloring and activity books and
Citel Video will release the DVD.
And other deals will soon be announced. To be
continued!
V.G.

Contact licences
Christine Blériot
tel : +33 1 80 27 22 36
cbleriot@cybergroupstudios.com
www.cybergroupstudios.com
Le nouveAu héros
des tout-petits
A magic world of Licensing
©Cyber Group Studios/Scrawl studios

France
12 Kazachok Licensing Mag’ Janvier - Mars 12
Un programme de licences
en lancement
The Walt Disney Company souhaite développer
une gamme étendue de produits à
destination des garçons de 2 à 5 ans. Jake
et les Pirates lui permettent d’accéder à de
fabuleuses aventures.
Le mastertoy Fischer Price lancera une
gamme de playset, figurines et jeux
d’imitation à partir de l’été 2012 : Bucky le
bateau pirate, le set de crochets spéciaux
multifonctions crochet/ canne à pêche/
canon, l’épée sonore de Jake, la lampe
crocodile, la longue vue, etc. Dans un
premier temps les produits seront lancés
chez les spécialistes sur la fin d’année 2012
et en mass market en 2013.
V.G.
property focus
Jake et les pirates
un nouveau héros Disney pour les petits
>Jake et les Pirates est une
série animée 2D dont l’univers
de pirates et de chasse aux
trésors n’est pas sans rappeler Pirates des
Caraïbes et Peter Pan – on retrouve d’ailleurs
dans la série le célèbre personnage
du Capitaine Crochet.
La série est diffusée sur la chaîne câblée
Disney Junior, depuis le lancement de
celle-ci en mai 2011. Cette nouvelle chaîne
a réussi à se faire une place en quelques
mois. En effet, Disney Junior est aujourd’hui
la 1 ère chaîne jeunesse sur les ménagères
avec enfants parmi l’offre payante, et 4 ème
chaîne la plus puissante, toutes chaînes
confondues, sur les 4-10 ans après TF1, M6,
Disney Channel et avant Gulli.
Une série pleine d’aventures
Jake et sa bande de pirates sont à la
recherche d’un trésor. Il est un leader
enthousiaste et dynamique pour qui le
travail d’équipe est la chose la plus importante.
Il encourage tout le monde y compris
ses jeunes spectateurs à venir le rejoindre
dans ses chasses au trésor. Aucun obstacle
ne lui fait peur et il n’hésite pas à demander
de l’aide à ses compagnons. Il est épaulé
par Cuby et Izzy ses amis et Bucky son
fidèle bateau doté d’une incroyable
personnalité. Il lui suffit de siffler pour que
le navire accoure. Et bien entendu Skully le
perroquet n’est pas en reste lorsqu’il s’agit
de donner une bonne leçon à ce fourbe de
Capitaine Crochet.
Diffusée depuis mai 2011 sur Disney
Junior, Jake et les Pirates est une
nouvelle série interactive pour les
2-5 ans. The Walt Disney Company
développe un programme de produits
dérivés à destination des petits
garçons.
Jake and the Pirates: a new Disney
hero for little ones
Jake and the Pirates aired on Disney Junior in
May 2011. It’s an interactive series for 2 to 5
YO. The Walt Disney Company is developing a
licensing program for little boys.
Jake and the Pirates is a 2D series that takes place in
a world of pirates and treasure hunting that is reminiscent
of Pirates of the Caribbean and Peter Pan – in
fact the famous character of Captain Hook is featured.
The series began running on cable TV channel Disney
Junior since it was launched in May 2011. In just a
few months the new channel has already found its
place: today it is rated the No 1 children’s channel
by mothers with kids among the paying channels
and the 4 th leading channel (all channels included)
for children 4 to 10 years old after TF1, M6, Disney
Channel and before Gulli.
An action-packed series
Jake and his pirate gang are after a treasure. He’s
a dynamic and enthusiastic leader who insists on
teamwork. He encourages everyone, including the
young viewers, to come give him a hand. He relies
on his friends and his boat called Bucky, which has a
strong personality. He needs only whistle for the boot
to run up. There also is Skully the parrot, who loves to
teach sly old Captain Cook a good lesson.
The licensing program is on its way
The Walt Disney Company wants to develop a large
range of products for little boys 2 to 5 YO, who can
experience fabulous adventures with Jake and the
Pirates.
Mastertoy Fischer Price will introduce a range of
fun play sets, figurines and imitation games by the
summer of 2012 such as Bucky the pirate vessel, a set
of multifunction Hooks, Jake’s speaking sword, Jake’s
spyglass, etc. the products will initially be available at
specialized outlets by the end of 2012 before arriving
on the mass market distribution circuit in 2013.
V.G.

France
14 Kazachok Licensing Mag’ Janvier - Mars 12
Plusieurs produits sont sortis en 2011 et
d’autres contrats seront bientôt annoncés,
notamment en direct-to-retail…
Oggy et les cafards, une licence qui n’a
pas fini de croître !
V.G.
outcome & perspectives
Oggy et les Cafards
une licence en progression depuis 1999
Dès sa première diffusion sur France 3, la série animée Oggy
et les Cafards a réalisé de fortes audiences, mais c’est surtout
lors de sa multi-diffusion sur Gulli en 2006 que sa notoriété a
explosé. C’est alors que de nombreux licenciés ont choisi de
l’ajouter à leur catalogue : Sony, Jemini, TF1 Games, Blues, ATM,
Royer, Panini… Xilam Animations continue son développement.
De nombreuses
nouveautés à venir
La saison 4 d’Oggy et les Cafards est
actuellement en production dans les
studios de Xilam, pour une diffusion
sur France Télévisions.
Cette saison reste fidèle au concept
des 3 précédentes : un cartoon sans
paroles très coloré et plein de coursespoursuites
trépidantes… Mais elle
innovera également, avec par exemple
l’arrivée de la charmante voisine
Olivia, qui apportera une touche de
féminité à la série.
Et de nouveaux produits seront lancés
en 2012 : fèves Alcara, opération
promotionnelle en restauration rapide…
Parallèlement, la série continue son
expansion internationale. Aux 150
diffuseurs déjà
positionnés viennent
s’ajouter Cartoon
Network Espagne et
Cartoon Network Asie.
Oggy et les Cafards sera
ainsi diffusée dans 28
pays de cette région
du monde, dont l’Inde,
la Chine, le Japon et
l’Indonésie.
Oggy se développe
également sur le
marché des produits
dérivés international,
avec les agents
Mediaset pour l’Italie
et Viacom pour l’Inde
et le Moyen-Orient.
Les chiffres du succès
200 épisodes de 7 minutes en 2D
96% de notoriété chez les 2-10 ans
4 diffuseurs en France :
France Télévisions, Gulli, TPS, Canal J
+ de 150 pays : Super RTL (Allemagne), Mediaset (Italie),
ITV (Royaume-Uni), ZAPP (Hollande), MTV Oy (Finlande),
NRK (Norvège), Cartoon Network (Japon),…
n°1 en part d’audience sur France 3 sur les 4-10
dès son lancement en 1999
25 licenciés… et de beaux chiffres de vente :
200 000 DVD, 300 000 peluches, 750 000 paires de
chaussettes, 200 000 fèves pendant l’épiphanie 2010
Oggy and the Cockroaches:
constant expansion since1999
Oggy and the Cockroaches first aired on France 3
where it enthused a large audience, but it was in
2006 when Gulli ran it multiple times that it really
boomed. That also was the moment numerous
licensees chose to include the property
in their catalogue: Sony, Jemini, TF1
Games, Blues, ATM, Royer, Panini,
etc. Xilam Animations continues
developing it.
Figures of a success
• 200 episodes of 7’ in 2D
• 96% of recognition by 2 to 10 Y.O.
• 4 broadcasters in France: France
Télévisions, Gulli, TPS, and Canal J
• Presence in over 150 territories: Super
RTL (Germany), Mediaset (Italy), ITV
(UK), ZAPP (Holland), MTV Oy (Finland),
NRK (Norway), Cartoon Network
(Japan), etc.
• N°1 in terms of following on France 3 by
4 to 10 year-olds as soon as it launched
in 1999
• 25 licensees and excellent sales figures:
200,000 DVDs, 300,000 plush toys, 750,000 pairs of
socks, 200,000 charms sold during Epiphany 2010
Numerous novelties
coming soon
Xilam is currently producing Season 4. The series will
run on France Télévisions. This new season remains
true to the concept that made the success of the other
seasons: a slapstick cartoon with minimal dialogue,
full of colors and packed with action. However a
charming new character will make her debut: Olivia
the lovely neighbor will bring her feminine touch
to the program. New products will be introduced
in 2012: Epiphany charms by Alcara, a promotion
in a fast-food chain, etc. Furthermore the series is
continuing to grow internationally. Cartoon Network
Spain and Cartoon Network Asia will join the 150
broadcasters who already purchased the program.
Oggy and the Cockroaches will be available in 28 territories
of that part of the world, including India, China,
Japan and Indonesia. Oggy is also developing on the
international market in terms of licensing thanks to
agents Mediaset in Italy and Viacom for India and the
Middle East. A number of products were launched in
2011 and other contracts are to be announced in the
near future, for instance in direct-to-retail. Oggy and
the Cockroaches still has a lot of growth potential!
V.G.

NEW IN 2012
CONFERENCES
BUSINESS MEETING
PITCHING SESSION
LICENSING
GALLERY
A SHOWCASE FOR
LICENSED PRODUCTS
ONLY ACCESSIBLE
TO RETAILERS
KAZACHOK FORUM
THE INTERNATIONAL LICENSING RENDEZ-VOUS !
APRIL 11 TH & 12 TH 2012
Paris
City of Licensing
In the 5,000 square meters of the Kazachok Forum
at the Halle Freyssinet visited by 18 nationalities, meet
80 exhibitors who represent over 2,500 properties.
The 9 th edition will introduce the worlwide premiere
of a Licensing Gallery dedicated to retail buyers.
Media Partners
http://forumlicence.kazachok.com • +33(0)1 55 95 00 25
LA REVUE DU

France
> Philippe et Guillaume Soutter
Kazachok : Quelle est l’activité de PGS
Entertainment ?
Philippe Soutter : Au départ, nous étions
spécialisés dans les ventes TV et droits
vidéo à l’international. Notre 1 er client a été
Method Animation, avec Le Petit Prince,
Iron Man et Charlie Chaplin. Cet essai s’est
révélé concluant puisque Le Petit Prince est
nominé pour le prix de la série française la
plus exportée !
Puis d’autres propriétés se sont ajoutées à
notre catalogue : Marsupilami, Les Gees,
Léon, La Ligue des Super Vilains… Notre
stratégie est de privilégier la qualité à la
quantité des programmes représentés. Et
cette stratégie fonctionne bien : 80% des
séries 26x26’ sur lesquelles nous avons
travaillé ont eu une deuxième saison ou
plus et ceci en moins de trois ans.
Nous avons désormais un bureau à
New-York, un autre à Miami qui nous
permettent de gérer plus en profondeur
respectivement les US et l’Amérique Latine
et nous sommes en train d’en ouvrir en
Russie et en Asie afin d’avoir des antennes
internationales relais sur chacun des
continents. Depuis 2010, nous gérons des
droits dérivés, comme par exemple pour les
As de la jungle et Wize & Ope.
K. : Quelle est l’actualité pour les As de
la Jungle ?
P.S. : Ce spécial de 52 minutes produit par
TAT Productions en partenariat avec France
Télévisions se développe maintenant sur
une série de 52x11’, qui sera livrée en
2013. Elle raconte l’histoire de Maurice,
un pingouin qui a été élevé dans la jungle
par une tigresse, et qui se prend donc pour
un tigre… Le spécial a été diffusé pendant
16 Kazachok Licensing Mag’ Janvier - Mars 12
Philippe
Soutter
Président de PGS Entertainment
En 2008, Philippe et Guillaume Soutter ont fondé la société PGS
Entertainment pour gérer les développements de marque à
l’international. Ils sont spécialisés dans les marques jeunesse
et famille issues de l’entertainment. La société s’est fortement
développée en 3 ans et gère désormais la distribution de 12
propriétés avec un catalogue de 700 demi-heures de programmes.
les fêtes sur France 3. Un long métrage
est prévu pour
2015.
Les As de la
Jungle ont été
prévendus
dans plus
de 100 pays,
Universal a
acquis les droits vidéo, et un deal européen
pour le publishing est en cours de finalisation.
K. : Pouvez-vous nous
présenter le personnage
Wize & Ope ?
P.S. : Wize (pour wise)
& Ope (pour open minded)
est un personnage
iconique à destination
des teens, plutôt garçons.
Il a été décliné sur
des montres personnalisables,
dont 100 000 exemplaires ont
été vendus dans le monde. Ce personnage
a déjà séduit Quo Vadis, qui a lancé de la
papeterie en septembre 2011, et Virgin qui
propose des coques pour iPhone à son
effigie. PGS vient de conclure un accord
de représentation pour le développement
licences de Wize & Ope et nous lancerons
la propriété sur les marchés internationaux
dès 2012.
interview
interviewed by V.G.
Interview of Philippe Soutter
President of PGS Entertainment
In 2008, Philippe and Guillaume Soutter started
PGS Entertainment to handle international brand
development. They specialize in youth and family
entertainment brands. Over the past 3 years the
company grew considerably and now handles 12
properties and a catalogue of 700 half hours of
programs.
Kazachok: What is PGS Entertainment’s
activity?
Philippe Soutter: In the beginning we
specialized in international sales of TV and video
rights. Our 1st client was Method Animation
for The Little Prince, Iron Man and Charlie
Chaplin. The partnership was a success since
The Little Prince is nominated for the Award
of the most exported French TV series! Then
other properties came along: Marsupilami, The Gees,
Léon, The League of Super Evil, etc. Our strategy is
about favoring the quality rather than the quantity of
the programs we handle. It works well: 80% of the
26x26’ series we worked on had a Season 2 or more
and all of this happened in less than 3 years. We now
have offices in New York and Miami in order to really
develop projects in the US and Latin America and we
are opening branches in Russia and Asia to have local
representations on each continent. Since 2010 we
have been handling licensing for rights, like for Jungle
Bunch and Wize & Ope.
K.: What’s the news for The Jungle Bunch?
P.S.: The 52’ special produced by TAT Productions
with France Télévisions is becoming a 52x11’ series
that will be delivered in 2013. It tells the story of
Maurice, a penguin brought up in the jungle by a lady
tiger so that he thinks he’s a tiger! France 3 broadcast
the Special during the holidays and a full-length film
is scheduled for 2015. The Jungle Bunch was presold
in over 100 territories. Universal purchased the video
rights and we are currently finalizing a European
publishing deal.
K.: What other properties do you handle?
P.S.: Wize (as in wise) & Ope (as in open minded)
is an iconic character for teens, mainly boys.
It was developed into monsters that can be
customized and 100,000 units have been sold
worldwide. The character enthused Quo Vadis to
launch paper items in September 2011 and Virgin
is selling iPhone shells after the character. PGS
just signed a representation deal to develop Wize
& Ope licenses and we will launch the property
internationally by 2012.
© TAT productions – Master Films – Vanilla Seed / 2011
© wize & ope

Qui Qui est est ... ...
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gourmandises
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Où Où trouver trouver
les produits? produits?
Pour plus d’informations, contactez-nous :
Nathalie Delin
VP Licences France
T: + 33 (1) 46 62 38 00
E: licensing.france@fremantlemedia.com
RebeccaBonbon® is a registered trademark of Crown Creative.
®&©CROWN CREATIVE CO., LTD. Licensed by FremantleMedia Enterprises.
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Nouveau Nouveau personnage
personnage
par par Yuko Yuko Shimizu, Shimizu,
la la créatrice créatrice originale originale
d’Hello d’Hello Kitty Kitty ! !
Née Née à à Paris, Paris,
elle elle vit désormais désormais
une une vie vie de de rêve rêve à
New New York York ! !

France
Jouet de noël
18 Kazachok Licensing Mag’ Janvier - Mars 12
événementielles, comme Beyblade, sont
concentrées sur une gamme courte avec
très peu de produits. Il est alors essentiel
de proposer ces produits clés, toute rupture
entrainant le départ du consommateur vers
un autre point de vente. Ce qui signifie que
les équipes achats doivent se positionner
très tôt sur les prévisions de commande,
retail
les spécialistes assurent le spectacle !
Le marché du jouet en France pèse environ 3 milliards d’euros, c’est donc l’un des piliers des offres
licences enfant. C’est également l’un des rares marchés qui affiche année après année une bonne
santé, avec une croissance de 5% en 2010, et à nouveau 8% sur les 8 premiers mois de l’année 2011 !
Les enseignes spécialistes approchent les 50% de parts de marché, augmentant chaque année
leur performance, grâce à de nombreuses ouvertures magasins et à leur réactivité à référencer les
nouveautés. Le marché du jouet est également très dépendant des nouveautés produits : chaque
année, ce sont elles qui dynamisent le top des ventes, et les produits ont un cycle de vie très court,
excepté pour certains segments comme les jeux de société, ou le premier âge. Les phénomènes de
mode dictent leur loi au marché…
>Pour les enseignes, les enjeux
de la saison de Noël sont très
lourds, commercialement et
financièrement : comment prévoir au mieux
les ventes sur des phénomènes de mode
parfois explosifs ? Comment choisir les
produits catalogues, faire face à l’afflux de
marchandises et de clients en magasins ?
Autant d’aspects que nous vous proposons de
découvrir…
Un an à l’avance, les fabricants
dévoilent leurs collections !
Alors que les équipes achats et magasins
sont en plein rush de Noël, ont lieu les
préviews fabricants pour les collections
de l’année suivante. Sans même connaître
les résultats définitifs de Noël, il faut déjà
jeter les bases de l’année suivante. Les
conditions de vente seront finalisées en
début d’année, puis les référencements, les
produits catalogues, les prévisions de vente
théoriques et les opérations trade marketing.
Les décisions stratégiques sur les
prix sont prises en dernière minute fin août
ou début septembre, puis le catalogue est
imprimé, prêt à être distribué vers le milieu
du mois d’octobre pour les spécialistes.
Comment les enseignes
construisent-elles
leur plan de vente ?
Faire un choix parmi des centaines de
nouveautés si longtemps à l’avance est un
vrai défi ! Selon Franck Mathais, Directeur
des Ventes à La Grande Récré, il y a plusieurs
types de marques. Les licences très
> La Grande Récré valorise les licences et travaille
la visibilité et le média magasin.
La Grande Récré showcases properties by working
on visibility and the store as a media in itself.
Christmas toys:
professionals stage the show!
The French toy market weighs about 3 Billion
Euros, and therefore it is one of the leaders for
children’s licensed products. It also remains one
of the few areas that consistently shows excellent
growth: in 2010 it registered +5% in sales
and again +8% for the first 8 months of 2011!
Specialized chains represent
close to 50% of market shares
with increasing results each
year! The toy market heavily
relies on novelties: products
have a very short life cycle
except for some categories
such as board-games or baby
products.
For large-scale distributors
Christmas involves a series of
major challenges: maximizing
purchases in advance when
they sometimes are related to a
trend’s sudden boom? Choosing
products for the catalogues and
handling the surge of products
and clients in the outlets?
These are some of the issues
this report will help you to
understand.
Manufacturers unveil
their collections a year
before!
While buying teams and outlets
are buzzing with the yearly
Christmas rush, manufacturers
are showcasing previews of
the following year’s collections.
Buyers have to lay down the basis for the following
year without even knowing what the definite Christmas
figures will be like. Strategic price decisions are

France
> En octobre, les magasins sont déjà pleins à craquer pour faire face à la saison qui
approche ! - By October, stores are already bursting with merchandise to anticipate the
coming season!
de façon à permettre au fabricant de les servir au mieux. Dans ce cas,
l’enseigne a donc une stratégie offensive de conquête de parts de marché
et de création de trafic ! Des licences comme Cars ou Hello Kitty, si elles
sont également très puissantes, disposent en revanche d’un assortiment
très large, sur de nombreux segments : on peut alors proposer des offres
alternatives au consommateur, y compris des exclusivités enseignes, ce qui
permet aux équipes achat de construire un assortiment plus différencié, où les
ruptures pourront être compensées par des offres de repli. Enfin, les grands
classiques, comme Disney, Oui Oui, sont des licences qui plaisent toujours et
sont travaillées sur le long terme.
En synthèse de ce travail d’analyse des collections et des plans d’action,
chaque enseigne fera donc des choix sur les marques qu’elle verra comme
prioritaires, et celles sur lesquelles elle se positionnera de façon modérée.
La Grande Récré a également eu un vrai coup de cœur en 2011 pour le Petit
Prince, une licence patrimoniale, porteuse d’image, et bénéficiant d’une
actualité riche (dessin animé, édition, produits dérivés). L’enseigne a donc
référencé une nouvelle gamme de produits (notamment Polymark) qui
apporte une différenciation pour l’enseigne, et une porte d’entrée auprès des
spécialistes jouets pour le fabricant.
taken at the last minute - by the end of August or beginning of September
- before sending the catalogue out to print so it is ready to be distributed in
specialized outlets by mid-October.
How do chain stores build their sales plan?
Choosing among hundreds of novelties such a long time ahead is a real
challenge! Franck Mathais, La Grande Récré’s Sales Manager feels that
there different types of brands. Very event-related brands such as Beyblade
that focus on a short ranges that include few products. In that case
the outlet must offer these key products, for if they aren’t in stock anymore,
buyers will go find them somewhere else.
Properties such as Cars or Hello Kitty, which are also very strong, offer
to the contrary a wide range of products in a variety of categories: in this
case it is possible to offer buyers an alternative, including store exclusives.
Finally classic brands such as Disney or Noddy are properties, which
continue to appeal, and are developed on the long term.
In 2011 La Grande Récré fell in love with The Little Prince, a patrimonial
property that was under the spotlight with an animated series, and
retail
Kazachok Licensing Mag’ Janvier - Mars 12 19

France
Chez JouéClub, on a choisi Cédric
comme mascotte du catalogue de Noël :
une façon de travailler qualitativement
l’image enseigne, et de séduire largement
les parents ou grands parents.
Comment les enseignes
métamorphosent leur front
de vente à Noël…
Pendant l’été, et au cours de la période
de rentrée, les enseignes musclent
leurs outils de vente. Ainsi JouéClub a
entièrement rénové son site de vente en
ligne en août dernier, la Grande Récré a
ouvert 18 magasins entre septembre et
novembre 2011. C’est également en septembre
(2010) que Toys’R’Us avait lancé
son site web marchand, ce qui lui permet
d’en fêter l’anniversaire à grand renfort
de promotions et de communication en
octobre 2011.
En fait, la pré-saison est une période clé
pour tous les acteurs : les hypermarchés
également déploient de multiples
initiatives pour attirer une clientèle
familiale, avec par exemple les opérations
licences (Carrefour et Disney, Cora et
Dreamworks, Auchan et Astérix…). Dès la
fin du mois d’août, les grandes marques
de jouet redémarrent les campagnes TV.
En septembre et octobre, les jouets filles
ou garçons bénéficient de campagnes
cumulant au moins 2000 à 3000 GRP
pour chaque segment. C’est également
pendant cette période de pré-saison que les
enseignes vont procéder à de nombreuses
embauches, car les magasins doublent
leurs équipes pour faire face à la saison :
cela représente près de 800 recrutements
(et formations) pour la Grande Récré par
exemple ! Pour les magasins, il faut se
préparer à absorber un énorme flux de
clients : 75000 visiteurs en moyenne pendant
la saison, 40000 passages en caisse,
des jours et horaires d’ouverture élargis,
jusqu’à 150 palettes de marchandises
reçues chaque jour… c’est un marathon de
plus de 2 mois et tout le monde est à pied
d’œuvre !
Créativité et innovation au
service de la croissance
Les spécialistes du jouet gagnent des parts
de marché, comme nous l’avons dit en
introduction, grâce à leur réactivité et à leur
dynamisme commercial. En voici quelques
exemples !
20 Kazachok Licensing Mag’ Janvier - Mars 12
> JouéClub choisit Cédric pour animer son
catalogue de Noël 2011. JouéClub chose Cédric to
illustrate its Christmas 2011 catalogue.
La surface des magasins spécialistes n’est
pas extensible, alors que les hypermarchés
multiplient par 4 leur rayon jouet à Noël ?
La solution : ouvrir des pop up stores !
Toys’R’Us en a déployé environ 600 aux
US à Noël 2010 (un peu moins en 2011),
et a lancé le projet dès 2009 en France.
JouéClub a également ouvert un magasin
éphémère à la Défense à Noël dernier.
C’est une tendance qui va certainement se
développer dans les années à venir.
Les magasins ont du mal à gérer le flux
de clients à Noël ? King Jouet lance « l’Eresa
» pour permettre au consommateur
de choisir et réserver son produit sur
le web, et venir le chercher en magasin
ensuite. Certains magasins sont d’ailleurs
équipés d’un emplacement « drive ».
JouéClub lance aussi le Drive à Noël 2011,
une forme de commerce qui se développe
très vite et peut parfaitement répondre à la
problématique du jouet.
Les consommateurs sont mobiles et
technophiles ? JouéClub a lancé depuis
plusieurs années son application disponible
sur App-Store et Androïd. La Grande Récré
y vient également à Noël 2011 avec l’appli
« Coffre à histoires ». De quoi satisfaire
le besoin d’information immédiate du
consommateur, rendre le catalogue
retail
publishing and licensed products. The
chain store decided to index this new
range of products in order to stand out
against competition whereas Jouéclub
chose Cédric as the Christmas
catalogue’s mascot, a way of attracting
parents and grandparents.
How chain stores
completely transform their
sales front for Christmas...
Chain stores maximize their sales
tools during the summer and back-toschool
periods. For instance Jouéclub
completely renovated their online sales
website last August while La Grande
Récré opened 18 new stores between
September and November 2011.
In fact the season before Christmas is a
key period for all actors: hypermarkets
also go to great lengths to attract families,
for instance by staging licensing
promotions (Carrefour and Disney,
Cora and DreamWorks, Auchan and
Astérix, etc.).
By the end of August the leading toy
brands launch TV advertising.
It also is during this pre-season that chain stores hire
massively because stores double their staff to face the
seasonal surge: at La Grande Récré for instance this
represents some 800 additional employment – and
training – contracts!
Stores have to prepare to welcome a massive arrival
of clients: an average of 75,000 visitors during the
season, 40,000 checkout sales, expanded opening
hours and days, up to 150 pallets of merchandise
received each day, etc.
Creation and innovation
to boost growth
Toy specialists win market shares because of their
reactivity and their sales dynamics. Here come a
few examples!
The floor space of specialized outlets can be
expanded whereas hypermarkets multiply the
shelf space devoted to toys by 4 during Christmas?
The solution: opening pop-up stores! Toys’R’Us
opened some 600 pop-up stores across the US for
Christmas 2010, after having already launched the
project in France as soon as 2009. Jouéclub also
opened an ephemeral store in Parisian la Défense
neighborhood last Christmas.
Stores have a tough time managing the flux of
clients during Christmas? King Jouet launched
e-reservations so that clients can choose and
book their product online before picking it up in the
store. Some stores now have drive-in counters and
Jouéclub is launching that for Christmas 2011.
Clients are mobile and love technology? Some years
ago Jouéclub launched its app that is available on
the App-Store and Androïd. La Grande Récré is
launching theirs for Christmas 2011.
Some products require detailed explanations?
Jouéclub and King Jouet enriched their com-

France
accessible partout, et faciliter le choix.
Certains produits nécessitent des explications détaillées ? JouéClub et
King Jouet complètent leur dispositif de communication en magasins
(théâtralisation, conseils, télé et radio) en ajoutant des flashcodes sur leurs
catalogues et sur leurs PLV pour permettre au consommateur d’accéder à
des démonstrations produits et déclencher l’achat !
Les consommateurs ont soif de dialogue et de conseils ? La Grande Récré
organise tous les mercredis pendant la saison de Noël des dialogues en
direct avec des conseillers de l’enseigne sur tous les sujets qui intéressent
les parents ! Si les enfants choisissent les jouets au travers de leurs listes de
Noël, ce sont bien les parents qui choisissent le lieu de leurs achats… et le
Père Noël a plus d’un tour dans son sac pour les attirer !
VÉRONIQUE MOREL
munication by adding flash codes to their catalogues and sales point
advertising to enable buyer to access demos and prompt purchasing!
Buyers want to talk to someone and get advice? During the Christmas
season La Grande Récré organizes open lines every Wednesday for
parents to discuss all subjects of interest with sales advisers!
While children choose the toys on their Christmas list, parents are the
ones who decide where to buy the toys and Santa Claus has more than
one trick up his sleeve to attract them!
VÉRONIQUE MOREL
> King Jouet et Joueclub lancent le drive à Noël 2011 !. King Jouet and Jouéclub launch
drive-in pick-up counters for Christmas 2011!
retail
Kazachok Licensing Mag’ Janvier - Mars 12 21

France
Kazachok : Pourquoi avez-vous choisi de travailler avec Tony Parker ?
Philippe Alessandri : Parce qu’il est actuellement l’un des plus grands
champions français tous sports confondus. Parce qu’il est très populaire en
France, notamment auprès des enfants, et très connu aux Etats-Unis. Parce que
sa personnalité charismatique dépasse le cadre sportif (engagement caritatif,
incursion dans la musique,…).
K. : La présence d’une star dans la boucle n’ajoute-t-elle pas trop de
contraintes ?
P.A. : La présence d’une star peut parfois créer des complications (approbation
préalable du contenu, refus de certaines exploitations, secteurs déjà
cédés, …) mais, dans le cas de Baskup, Tony Parker n’a entraîné aucune
contrainte et s’est révélé un atout formidable pour la série (forte implication
dans la promo, mise en relation avec ses sponsors, participation à
un tournoi avec des enfants, …).
K. : Quelle est votre stratégie licence pour Baskup ?
P.A. : Notre objectif à terme sur Baskup, et surtout compte tenu des
ambitions internationales de la série, serait de pouvoir s’étendre
sur plusieurs territoires notamment sur les catégories jouets et
jeux vidéo. A ce jour nous avons un certain nombre de licenciés tels
que D’arpèje, Tenessee, Hachette et Jungle. La papeterie et le textile
devraient voir le jour 2 ème semestre 2012. Nous avons mené de
nombreuses actions marketing telles que la mise en place d’un
grand Challenge sur internet cet été soutenu par une campagne
TV, une journée événement au Jardin d’Acclimatation en présence
de Tony Parker et dernièrement notre présence sur Kidexpo.
interview
interviewed by V.G.
Philippe Tony
Alessandri Parker
Directeur Général de Téléimages Kids Production
Philippe Alessandri, GM of Téléimages Kids Production
Kazachok: Why did you decide to work with Tony Parker?
Philippe Alessandri: Because he is one of the leading French champions.
Because he is extremely popular, both in France and in the US. Because his
charisma exceeds the sports field.
K: Doesn’t a star induce all kinds of constraints in the process?
P.A.: The presence of a star can sometimes make things more complicated
(general approval of the contents, some categories aren’t available for
licensing anymore, etc.) but Tony Parker was never a burden and turned out
to be a huge asset for the series.
K: What is your licensing strategy for Baskup?
P.A.: On the long-term, considering the series’
international potential, we would like to expand
into a number of categories. Therefore we are
doing a large amount of marketing. Up to date
we already have a number of licensing
partners such as D’arpèje, Tenessee,
Hachette and Jungle. Paper items
and textile should be available by the
second half of 2012.
22 Kazachok Licensing Mag’ Janvier - Mars 12
Kazachok : Pourquoi avez-vous décidé de prêter votre image
à un dessin animé ?
Tony Parker : Plus jeune, j’étais un fan de dessin animé.
J’adorais Olive et Tom. Lorsque mon agent m’a présenté le
projet, je n’ai pas mis longtemps à accepter. C’est un honneur
d’avoir son personnage en dessin animé mais ce qui m’a
surtout décidé, c’est ce que ce projet était destiné aux enfants.
Si je peux leur inculquer quelques valeurs et leur faire profiter
de mon expérience, j’aurai rempli mon contrat.
K. : Etes-vous impliqué dans sa production ?
T.P. : Oui, c’était la condition la plus importante.
Mon image étant utilisée, il était important que
je puisse donner mon avis. Je voulais quelque
chose qui me ressemble et nous avons réussi.
Je suis vraiment ravi.
K. : Et dans l’élaboration des
produits dérivés ?
T.P. : J’ai rencontré l’équipe qui a travaillé
dessus en septembre dernier.
C’était Noël avant l’heure, il y en avait
partout ! (Rires) Et comme pour le
reste, j’ai été consulté. Encore une
fois, je remercie tous les gens qui
ont travaillé sur ce projet. Ils ont
fait un travail extraordinaire.
Tony Parker
Kazachok: What prompted you to star in an animated
program?
Tony Parker: As a kid I loved to watch cartoons, for instance I
was a big Olive and Tom fan. So when my agent suggested the
project I agreed pretty quickly. It’s an honor to have your own
character in an animated series but what really made me agree
was that it’s a project dedicated to kids. If I can pass on a few
values and share my experience I feel I will have done my job.
K: Did you have anything to do with the production?
T.P.: Yes and that was the main condition. Since my image is
involved I wanted to be able to have a say. I wanted something
that resembles what I am and we succeeded in doing so.
K.: And did you also get involved in the licensed products?
T.P: Last September I met the team that was developing
the licensed products. It was like Christmas
before Christmas. There was stuff all over the
place! (Laughs) There again I had my say. I wish
to thank all the people who worked on this
project once more.

France
nourrir et de générer du chiffre d’affaires
additionnel » dit Isabelle Joly, responsable des
Licences Prisma. « Les produits sous licence
permettent à notre public de poursuivre
l’expérience, la relation à la marque et aussi
de la revendiquer comme porteuse de
valeurs proches des siennes » ajoute Claire
Etchegoyhen, chef de marché du Pôle héros,
fiction et développement visuel du groupe
Bayard. Mais le marché sur lequel elle évolue,
à savoir l’information au sens large, n’en fait
toutefois pas une marque comme les autres.
« La ligne de crête n’est pas forcément
évidente reconnaît Lionel Rabiet, directeur
du pôle diversifications du groupe Figaro, par
exemple je ne ferais jamais la voiture Figaro,
ça n’aurait pas de sens. On m’a déjà proposé
hotfile
Licences Média
des licences de marques pas
Internet redistribue les cartes du paysage médiatique, quitte à parfois les brouiller.
Pour les médias historiques, les licences permettent de se positionner comme référent,
marque caution, tout en élargissant leur territoire.
>Télévision, radio, presse écrite
et internet, tel est le quarté joué
gagnant par les Français selon
l’édition 2011 du baromètre de confiance dans
les média que TNS Sofres réalise chaque
année pour La Croix. D’autres études ont
également montré qu’ils retrouvaient le
chemin des kiosques au plus fort de l’actualité
économique, politique ou sportive. Mais cette
confiance dans les médias historiques a
besoin d’être entretenue par une stratégie
marketing dans laquelle les licences trouvent
leur place.
Au départ, rien ne différencie la stratégie des
médias de celle des autres marques sous
licences. « L’objectif est de multiplier les
points de contact avec la marque, de la
A chacun sa recette
Les scores d’audience le montrent, les Français ont de l’appétit pour les émissions
de cuisine. A couteaux tirés dans ce domaine là aussi, M6 et TF1ont vite compris
le potentiel des licences développées autour de leurs émissions culinaires
respectives. Avec Un dîner presque parfait et Top Chef, M6 Interactions tient
la tête avec deux concepts complémentaires, l’art de recevoir pour le premier
(décoration de table, linge de cuisine ….), la cuisine semi-professionnelle pour le
second (articles ménagers, livres de recettes des chefs, Cyril Lignac en tête ...).
La chaîne a également créé avec Reed le salon « Cuisinez avec M6 » destinés aux
passionnés de cuisine, dont la prochaine édition se tiendra du 18 au 21octobre 2012.
Chez TF1 Licences, qui dit cuisine, dit Masterchef, une marque déclinée en édition
( La collection « Je cuisine avec MasterChef », le Cookbook chez Solar ), ou en food
(Coffrets associant un vin et des mets). Mais Masterchef fait aussi l’objet d’opérations
de licensing promotionnel destinées à mettre le public dans les conditions
de l’émission, comme ce fut le cas à l’automne 2011 avec Béghin Say et Elle & Vire
de Bongrain, tous deux parrains de la saison 2. Grâce à leurs programmes phares,
les deux chaînes s’octroient ainsi les plus grosses parts du gâteau. Chez France
Télévisions Distribution, on ne souhaite cependant pas rester sur sa faim. Le groupe
mise sur le succès de l’émission de France 5 « C à Vous » dont Babette de Rozières
tient les fourneaux tous les 2 jours et lance début 2012 une collection de matériel de
cuisine à son nom, fabriquée et distribuée par le groupe Sitram.
L.R.
Media properties: the specifics of
these brand licenses
The Internet has redefined the media field, sometimes
to the point of confusion. As far as what can
now be called historical media, properties are
seen as a reference and a guaranty, while they
also offer expansion opportunities.
There is no difference in the initial stages of media
brands and other licensed properties’ strategies.
« The aim is to multiply the number of contacts with
the brand and generate additional sales » explained
Isabelle Joly, who manages Prisma’s licenses.
« Licensing provides a link between readers and
the brand as well as enhancing their feeling that it
vehicles values similar to their own » added Claire
Etchegoyhen, Senior Market Manager of the Hero,
Fiction and Audiovisual department of French
publisher Bayard. However, the markets on which
these properties are launched – information at large
– make them stand out compared to other brands.
« The peek line isn’t so easy to define, recognized Lionel
Rabiet, director of the Diversification Department
of the Figaro group, for instance I will never create
a Figaro car, it would make no sense. I have already
been approached to create high quality products that
generate sales but I can’t risk hurting the brand and
people turning away from the newspaper. » Fabrice
> Accessoires de cuisine Femme Actuelle
Femme Actuelle kitchen accessories (Metaltex)

France
comme les autres
> Vélo Femme Actuelle - Bicycle (Planet Fun)
des produits haut de gamme générateurs de
chiffre d’affaires mais je ne peux prendre le
risque d’abîmer la marque et que les lecteurs
cessent d’acheter le journal ». Comme
estime de son côté Fabrice Plaquevent, DG de
Lagardère Active Entreprises, « l’exploitation
d’une marque média en droits dérivés sousentend
de remplir certains critères, de créer
de la richesse, de la valeur ajoutée et pas
uniquement faire de l’argent ».
Si la finalité est la même, les moyens
diffèrent selon le type de médias. La radio, par
exemple, ne s’éloigne guère de son territoire
d’origine qu’est le son. La liste est longue des
compilations du groupe NRJ, de Fun Radio
aux coffrets « le meilleur du Grand Mix Nova
Tunes de Nova Records ». Et ça marche : les
compilations du label NRJ ont trusté les 6 premières
places au classement des meilleures
ventes de compilations de janvier à septembre
2011 publié par Gfk Music (plus d’un million
d’exemplaires). En novembre 2011 est aussi
arrivé le Nova Headphone, un casque audio en
bois, vendu en exclusivité dans les Fnac. Nova,
comme Radio France ou RTL ont aussi sous
leur marque un département éditions tourné
vers l’audiovisuel mais aussi l’écrit.
La presse déploie ses marques
Les produits d’édition restent cependant
l’apanage des marques de presse écrite,
mais là aussi l’heure est à la diversification
hotfile
> Coffret CD Nova - CD Box (Nova)
Jeu L’école des fans - Board Game (TF1 Games)
Plaquevent, GM of Lagardère Active Entreprises, feels
that « the exploitation of a media brand in terms of
licensing must comply with certain obligations, and
create added value instead of only representing a way
of making more money.»
Although the final outcome remains similar, the
means differ depending on the type of media. As far
as radio brands for example, they don’t steer away
from their core business, which is sound. And it
works: NRJ’s Best Offs consistently remained in Gfk
Music’s top 6 list between January and November
2011 (minimum of over a Million units sold). In
November 2011 Nova radio launched its wooden
Headphone, exclusively sold in Fnac outlets. Nova,
just as Radio France or RTL also has a licensed
publishing department that markets audiovisual and
print items.
The Press is maximizing
its product offering
While publishing items continue to concern mainly
magazines and newspapers, these licensors are also
diversifying their product offering. In terms of French
newspapers Le Figaro is a good example of this
tendency. Whereas its historical competitor Le Monde
only markets cultural goods (books, DVDs, CDs), Le
Figaro has become involved in other areas, namely
tourism and particularly cruises. « Le Figaro stands
for information, way of life, hospitality and therefore,
classy cultural cruises make sense » stated Lionel
Rabiet. The Diversification Department’s manager
intends to continue this diversification launched
3 years ago with a brand extension into the wine
territory what with a website, a collection of books on
wine and oenological cruises. « It will be one of the
Diversification Department’s important stakes for
2012: we are organizing a literary cruise with famous
French author Eric-Emmanuel Schmidt, added Lionel
Rabiet. The reporters will also be involved, which will
help readers feel even closer to the brand by having
the opportunity to meet some of our editorial staff as
well. » That is also the trump card played by Prisma’s
licensing department. Since October 2009 they have
launched cruises that welcome the editorial team
aboard. « We have teamed up with Costa Croisières
Europe, and in 2011 we organized 9 theme cruises
with reporters from Prisma magazines, whereas
there only were 2 organized in 2010. 44,000 people
traveled with us over the past 2 years », boasted
Isabelle Joly. Back in June 2008 her department
also launched a rental and vacation activity branded
Femme Actuelle Vacances and Télé Loisirs Vacances
in association with tour operator Voyages Loisirs.
As Isabelle Joly recalled, Prisma was one of the
first media groups to enter the licensing arena. For
instance everyone remembers the Femme Actuelle
bicycle and its girly accessories (6,000 units were
sold). « It proved that the brand could travel unexpected
paths yet remain true to its highly feminine
values » indicated Isabelle Joly. Since then, Femme
Actuelle has marketed 150 different cooking utensils
branded Femme Actuelle Maison that are sold online,
as well as a collection of shoe wear by Trott & Go that
is available in middle and large-scale outlets. By the
end of 2011 it began offering a loyalty card - REV by
Voici – for online shopping that includes immediate
Kazachok Licensing Mag’ Janvier - Mars 12 25

France
des droits dérivés. En presse
quotidienne nationale, Le
Figaro est une bonne illustration
de cette évolution.
Alors que son concurrent
historique Le Monde s’en
tient aux produits culturels
(livres, DVD, CD ), Le Figaro
a investi des territoires
beaucoup plus vastes. Son
évolution vers le tourisme,
et plus particulièrement la
croisière en est un exemple.
« Les valeurs de marque du
Figaro sont l’information,
l’art de vivre, la convivialité
et la croisière abordée sous
un angle haut de gamme,
culturel, a du sens » déclare
Lionel Rabiet. Pour le
directeur du pôle diversification,
cette activité lancée
il y a 3 ans va encore se
développer avec l’extension
de la marque à l’univers
du vin. « L’avis du vin » est,
en effet, un site Web, une
collection de livres relatifs
au vin, et des croisières
œnologiques dont la première
a été organisée avec
Costa en Méditerranée il y a quelques mois.
« C’est un enjeu économique important
pour le pôle diversifications en 2012, nous
organisons une croisière littéraire avec
Eric-Emmanuel Schmidt » dit Lionel
Rabiet. Les rédactions sont également
impliquées, ce qui permet de rapprocher
> Sac Marie-Claire - Bag
> Croisière Ca m’intéresse - Cruise (Costa Croisières)
26 Kazachok Licensing Mag’ Janvier - Mars 12
un peu plus encore les lecteurs de la
marque en la personnifiant à travers ses
journalistes. C’est également la carte
que joue l’activité licences de Prisma, qui
embarque lecteurs et journalistes depuis
octobre 2009. « Avec notre partenaire Costa
Croisières Europe, nous avons organisé 9
hotfile
Succès des magazines féminins à
Pour les lectrices françaises, ELLE ou Marie-Claire
sont des magazines de mode, alors que pour les
coréennes ou japonaises, ce sont aussi des marques
de mode au sens large. ELLE comme Marie-Claire ne
développent, en effet, de licences qu’à l’international.
Pourquoi ce choix ? « Pour des problématiques culturelles
et de vie d’entreprise » dit, sans autres précisions,
Fabrice Plaquevent, Dg de Lagardère Active
Entreprises, en charge de la marque ELLE. « C’est
plus difficile pour Marie-Claire d’évoquer la mode
et le luxe à la française en France, où la concurrence
est par essence plus importante, que dans les pays
où nous avons des éditions locales » précise de son
côté Stéphanie Ertzbischoff, responsable marketing
du département Licensing de Marie Claire Group.
Lancée dans les années 80 au Japon, la marque
« Marie-Claire Paris » commercialise plus de 80
lignes de produits dans le monde (prêt-à-porter,
sportswear, sacs, chaussures, accessoires, beauté et
décoration). Elle s’est même offert sa première égé-
discounts or discounts that add up. The card can
be used on over 150 online shopping sites. Prisma
licensing also develops products for Géo and Prima
magazines.
TV: network or program brands?
The field of Press magazines seems to be slightly
ahead of other media. Because products stand for
a single label, it is easier to clearly represent a name
than a TV network for instance, because it tends to
brand its programs (Thalassa, Ushuaïa, etc.) more
than the name of its channels. Lagardère Active is
something of an exception since it sells products
labeled MCM, and Gulli even more (electronics,
games and books, Gulli theme Park). « Gulli, already
represents a lot more than a TV channel, its stands for
an experience for both parents and children. We wish
to make Gulli the leading family entertainment destination
in France. Opening our first Gulli theme park,
which I hope will be followed by numerous others,
is an important stage of that licensing development
» noted Antoine Villeneuve, General Manager of the
Lagardère Active TV activity and President of Gulli.

France
l’international
rie en 2010, en la personne de l’Australienne Jennifer
Hawkins, ex Miss Univers 2004. Les collections sont
surtout vendues en Asie (Japon, en Chine, Corée,
Singapour, Taiwan) mais aussi en Europe, et plus
récemment en Australie. « C’est à la fois une source
de revenus et une ouverture vers d’autres catégories
de produits comme la mode masculine et enfantine »
explique Stéphanie Ertzbischoff. C’est aussi vrai pour
ELLE qui a donné naissance en 2011au ELLE Spa
de l’hôtel Eden Roc Rennaissance de Miami Beach,
en Floride, une première incursion pour la marque
dans cet univers. Parallèlement, ELLE continue de
développer son territoire. Le Vietnam est le dernier
en date. La marque qui se limitait jusqu’à lors à la
bagagerie a élargi en 2011 son univers au prêt-àporter
et accessoires féminins et masculins, produits
et distribués par le groupe Phuoc Long Investment.
ELLE continue, par ailleurs, d’ouvrir des boutiques
en Chine et est arrivé en Amérique Latine.
croisières thématisées en 2011 avec les
magazines Prisma contre 2 en 2010 et 44
000 passagers ont voyagé avec nous en 2
ans » raconte Isabelle Joly, responsable
des Licences Prisma. Son département a
aussi une activité locations et séjours sous
les marques Femme Actuelle Vacances
et Télé Loisirs Vacances en association
avec Voyages Loisirs depuis juin 2008, qui
propose plus de 1000 produits, au rythme
des saisons, en France et en Europe.
Comme le rappelle Isabelle Joly, Prisma
a été un des premiers groupes média à
se lancer dans la licence. On se souvient,
par exemple, du vélo Femme Actuelle
et ses accessoires girly vendu à 6 000
exemplaires. Il a permis de montrer que
la marque peut aller là où on ne l’attend
pas tout en restant fidèle à ses valeurs
de marque féminine » indique Isabelle
Joly. Depuis, Femme Actuelle décline 150
références d’ustensiles de cuisine Femme
Actuelle Maison vendus sur internet, une
sélection de produits chaussants Trott &
Go en gms, et propose, depuis fin 2011, la
carte REV by Voici dédiée aux achats en
ligne qui propose des remises immédiates
et cumulables (jusqu’à 25%) sur plus de
150 sites e-commerce (beauté, mode, déco,
culture …). Les licences Prisma intégrent
aussi l’univers des marques Géo (puzzles
Hasbro / MB, peluches avec Cat Company,
L.R.
articles de voyage), et Prima
(produits de mercerie La Brosse
et Dupont).
TV : chaîne ou
programme ?
En matière de licences, la presse
donne ainsi le sentiment d’avoir
une longueur d’avance sur les
autres médias. Monomarque,
elle peut, en effet, plus facilement
avancer sous ses propres
couleurs que la TV, par exemple,
qui commercialise plus ses
marques programme (Thalassa,
Ushuaïa…) que ses marques
chaîne. Dans ce sens, Lagardère
Active fait un peu figure d’exception
avec MCM (compilations
musicales, casques audio,
logiciels de mixage, autoradio) et
surtout Gulli. La chaîne familiale
appose, en effet, sa marque
sur des produits électroniques
(casques audio, TV, appareils
photo, caméscope), des services aux
familles, des éditions de jeux et de livres,
et même sur un Parc, le Gulli Parc ouvert
à l’automne 2011 à Bry-sur-Marne (94).
« Gulli, c’est déjà beaucoup plus qu’une
chaîne de télévision, c’est une expérience
pour notre public, la famille, enfants et
parents réunis, que nous voulons proposer
partout et en toutes occasions. Nous voulons
aujourd’hui faire de Gulli la première
destination de divertissement familial en
France. L’ouverture de ce premier Gulli
Parc et j’espère, de beaucoup d’autres, est
une étape importante de ce développement
d’une marque forte de valeurs dont la
notoriété ne cesse de s’étendre
» dixit Antoine Villeneuve,
directeur général du Pôle
TV Lagardère Active et
président de Gulli.
Mais quel que soit son
univers, la marque média a
un avantage de poids sur les
autres : sa puissance de communication.
« Elle dispose par essence
de la puissance médiatique, publicitaire
que les marques tiers doivent, en
revanche, acheter pour mettre leurs
produits en avant » confirme Pierre-Olivier
Bonfillon. Les marques média semblent
donc avoir un bel avenir en licences!
LENA ROSE
hotfile
However whatever the environment, a media brand
has a big advantage over other brands by already
having its own communication. « A media brand
has communication and advertising tools, whereas
other brands have to spend money on promotion to
showcase their products » ascertained Pierre-Olivier
Bonfillon, Director of Editions Prisma.
An international success for
women’s magazine
For French women, ELLE or Marie-Claire stand for
fashion magazines whereas Korean or Japanese
women also know them as global fashion brands.
ELLE and Marie-Claire alike only develop licensed
products for the international market. Why is that so?
« Because of cultural and company life issues, said
Fabrice Plaquevent, without any further explanation.
« it is more complicated for Marie-Claire to represent
fashion and French luxury in France where competition
is a lot tougher, than in countries where we
publish foreign editions», detailed Stéphanie Ertzbischoff,
a marketing manager at Marie Claire Group’s
Licensing department. The brand « Marie-Claire
Paris » was launched in Japan back in the 80s. It sells
over 80 ranges of products worldwide. The products
are mostly sold in Asia but also in Europe and recently
became available in Australia. « They represent both
a source of an income and an introduction to other
categories of products » explained Stéphanie Ertzbischoff.
This is also true of ELLE: the ELLE Spa at the
Eden Roc Rennaissance in Miami Beach opened in
2011. Furthermore ELLE is continuing to open stores
in China and has recently arrived in Latin America.
Everyone has a different recipe
Audience ratings show that French viewers enjoy
cooking shows. M6 is taking advantage of their
hit programs «Come Dine With Me» and «Top
Chef» to widen their action range. The TV network
developed a dedicated fair «Cooking with M6» with
trade fair organizer Reed that targets cooking fans.
The next edition is scheduled between October 18 th
and October 21 st 2012.
> Lecteur video MP3 Gulli - MP3 Video reader
Kazachok Licensing Mag’ Janvier - Mars 12 27

France
Le licencié Téo Jasmin développe sa mascotte
La société Téo Jasmin développe depuis 10 ans des produits de décoration
en marque propre ou sous licence : Beatles, DC Comics, Paul Frank, Coca
Cola… Mascotte de la marque Téo Jasmin depuis plusieurs années, le
bulldog Teo Cherry Blossom arrive sur le marché de la licence. Fort du
succès rencontré par les produits déjà développés, l’ayant-droit présente un
personnage aux multiples facettes, figure de proue d’une communication
axée sur des valeurs positives, le partage et la bonne humeur. S’adressant
aux enfants comme à leurs parents et grands parents, Teo Cherry Blossom est une
licence au grand coeur, destinée à un avenir riche en surprises et en élans de générosité. De
belles valeurs à développer !
Un nouvel agent pour Lollipops !
La marque Lollipops vient de confier la gestion de ses produits
dérivés à l’agent français NDRL pour l’Europe et la Russie. Créée il
y a 10 ans, la marque s’est imposée comme une référence fantaisie
auprès des fans de mode sur le secteur de l’accessoire : chaussures,
bijoux fantaisie, ceintures, chapeaux et parapluies. Elle est désormais
présente en France et à l’étranger avec 100 boutiques et 1200 points
de vente. La marque compte déjà plusieurs licenciés en France :
GEM (optique), Oberthur (papeterie, bagagerie scolaire), De Bruyère
(maquillage), ainsi qu’en Corée du Sud (lingerie The Sign).
NDRL compte bien poursuivre ce développement en France et à
l’étranger : il a ainsi déjà signé un contrat avec la BRED (CB brandée
Lollipops et remise d’une paire de lunette Lollipops sous licence GEM
pour chaque souscription d’une carte) et en Russie avec Academy
Holding (back-to-school) pour 2012 et 2013. Lollipops est une marque
de mode s’adressant aux adolescentes et jeunes femmes, dont la charte graphique est mise
à jour 2 fois par an. A suivre !
art & design
Licensee Teo Jasmin launches its mascot
For the past 10 years Teo Jasmin has marketed
decoration items under its own signature or under
such prestigious labels as: Beatles, DC Comics, Paul
Frank, Coca Cola, etc. The bulldog Teo Cherry Blossom
has been the brand’s mascot for some time. Now it
has inspired a new range of products after successfully
branding a number of items. Teo Cherry Blossom targets
the entire family from children to grandparents. It’s a
big-hearted property, set for a bright future of generous
spontaneity.
Lollipops appoints as new agent!
Lollipops just appointed French agent NDRL
to handle Europe and Russia. The brand
was created 10 years ago and is distributed
in France and abroad through some 100
boutiques and 1, 200 points of sale. In France
the brand is represented through a number of
licensees such as: GEM, Oberthur, De Bruyère.
In South Korea fans can find women underwear
by The Sign. NDRL intends to continue
expanding in France and internationally. The
agent already signed a contract with BRED
bank. NDRL also signed with Russian licensee
Academy Holding for a back-to-school contract
that runs from 2012 through 2013. Lollipops the
fashion brand that targets teenagers and young women.
The style guide is renewed twice a year.

France
>Cet adorable bulldog français
est né de l’imagination de Yuko
Shimizu, la créatrice de la « cultissime
» Hello Kitty. Née à Paris, Rebecca
Bonbon vit désormais à New York et aime le
shopping, la mode, la musique sans oublier
les bonbons et autres délicieux cupcakes, ce
qui lui vaut son surnom de Rebecca Bonbon !
Une licence bien installée
Rebecca Bonbon se décline déjà sur de
nombreux accessoires, jouets et vêtements
colorés et très girly visant une cible
féminine 8-25 ans.
Elle est ainsi présente
dans les principaux réseaux de
distribution sur plusieurs secteurs :
textile enfant et adulte (Gemo, Kiabi,
La Redoute...), chaussure enfant et ado
(HAC, Gemo, Besson, Desmazières...),
chaussettes/collants (Gemo, HAV...),
peluches (Groupe Casino, JouéClub...),
accessoires de téléphonie mobile (réseau
Internity, grande distribution…)…
Par la suite, FremantleMedia souhaite
développer les catégories parfum, cosmétique,
hygiène/beauté, optique et solaire,
édition, jeux et jouets électroniques,
vaisselle, article de cuisine, art de la table,
bijoux, art & craft...
Aux États- Unis, Rebecca Bonbon
connaît un vrai succès commercial, à
travers Kmart et Sears, qui représentent
plus de 2000 magasins dans lesquels
les consommatrices peuvent trouver
une centaine de références : textile,
chaussures, accessoires, papeterie,
cosmétiques, sacs ou encore accessoires
pour chiens...
Une visibilité en France
et à l’international
Afin de soutenir cette propriété, Fremantle-
Media développe des opérations marketing
dans le monde. Outre la présence sur les
salons locaux et internationaux, l’agent
développe également une communication
auprès des consommateurs.
En France, la marque se distingue au
travers d’opérations de communication
ludiques et originales : des ateliers de
décoration des « cute cupcakes » de
Rebecca Bonbon ont été proposés aux visiteurs
du salon Cuisinez et des cyclobulles
aux couleurs de la marque ont été
aperçus dans les rues de Deauville
à l’occasion du Pré Show, le rendezvous
professionnel du secteur du jouet.
Et des nouveautés à venir
Toute l’année 2012 se déclinera aux
couleurs acidulées de Rebecca Bonbon
avec le lancement de nombreux nouveaux
produits. Un jeu sera en ligne dès janvier
2012 développé par Mediastay, la collection
de textile adulte verra le jour à l’été 2012,
une collection de valises, sacs de voyage et
shopping bags sera disponible à l’automne
2012, et un jeu-éducatif Rebecca Bonbon
est quant à lui prévu pour l’hiver 2012.
Le petit bulldog français va encore faire
parler de lui …
V.G.
property focus
Rebecca Bonbon
personnage girly en pleine ascension !
La propriété graphique Rebecca Bonbon compte déjà des millions d’aficionados
dans le monde. FremantleMedia, qui en gère les droits, a su l’installer sur le marché
de la licence en France et à l’international.
Rebecca Bonbon,
a girly character on the way up!
Design property Rebecca Bonbon can already
boast millions of fans across the world. Fremantle
Media represents the license and did a great job
establishing it as a licensing hit in France and
internationally.
Yuko Shimizu – creator of Hello Kitty - imagined the
French bulldog who was born in Paris before moving
on to New York. Rebecca Bonbon loves shopping,
fashion, music and candy and cupcakes!
The property is already
nicely established
Rebecca Bonbon adorns numerous items that target
girls and young women from 8 to 25 YO. The products
are available in all the main distribution circuits in a
number of categories such as: child and adult apparel
(Kiabi, La Redoute, etc.), children and teen shoes
(Gemo, Besson, Desmazières, etc.), soft toys (Casino
Group, JouéClub, etc.), mobile phone accessories by
Internity among others. In the future, FremantleMedia
wishes to develop other categories among which will
be Hygiene & Beauty, eyewear, publishing, toys and
electronic games, cooking utensils, and jewelry for
instance. Rebecca Bonbon is a big success in the US
where some hundred products are sold by Kmart and
Sears in over 2,000 outlets.
Visibility in France and
internationally
To sustain the property’s development Fremantle
Media is setting up all kinds of marketing events
worldwide. In France, the brand stands out thanks to
fun and original communication tools: for example
Rebecca Bonbon’s cute cupcakes decoration
workshop was a hit with the visitors of the Cuisinez
trade fair.
More goodies are coming
During the entire year 2012 Rebecca Bonbon’s zingy
colors will enhance numerous new products. By
January 2012 Mediastay will launch an online game,
an adult textile collection is expected by the summer
of 2012, a line of luggage will arrive for the fall of 2012,
and a Rebecca Bonbon educational game is planned
for the winter of 2012. The little French bulldog will
continue to make the news!
V.G.
Kazachok Licensing Mag’ Janvier - Mars 12 29

France
Kazachok : Comment les ventes de cette
licence ont-elles évolué au fil des années?
Florence Roussel : Les premiers produits
Cars 1 ont commencé à se consommer
avant même l’arrivée du film au cinéma.
Nous avons alors compris que Cars avait le
potentiel d’une propriété pérenne et nous
l’avons donc développée dans ce sens, et
pas en « one-shot ».
Joaquin Vinas : De même que Disney,
nous avons immédiatement
reconnu le fort potentiel de
Cars, et avons donc travaillé
les collections comme nous
le faisons sur les marques
pérennes. Les ventes ont bien
sûr été très fortes en 2006 lors
de la sortie du 1 er film, mais les records
ont été atteints en 2008 et 2009, soit 2 et
3 ans après la sortie du film, ce qui est un
phénomène exceptionnel ! Cela prouve à
quel point Cars est une véritable marque,
qui peut vivre même sans actualité
cinématographique.
K. : Quelle est la place de Mattel au sein
des licenciés Cars ?
F.R : Il est évident que le secteur du jouet
est moteur pour la licence Cars. Il y a une
parfaite légitimité de cette propriété sur
les petits véhicules, voitures radio-commandées
et circuits. Mattel a donc été un
partenaire clé dès le 1er film, et il a bien su
s’adapter à la croissance de la franchise.
Nous réalisons avec lui un travail de fond
depuis maintenant 5 ans.
Mattel est aujourd’hui le principal
partenaire jouet de Disney et nous
travaillons à réitérer le succès de Cars sur
d’autres propriétés comme Mickey ou les
Princesses Disney.
K. : Quelle est aujourd’hui la place de Cars
au sein du catalogue de Mattel ?
J.V : Cars fait partie du Top 5 des marques
développées par Mattel, y compris les
30 Kazachok Licensing Mag’ Janvier - Mars 12
marques
propres. En
2011, cette licence
a fortement contribué à la
croissance de Mattel, malgré un contexte
économique difficile. Nous considérons
désormais Cars comme une véritable
marque de notre catalogue, cela va au-delà
de la licence.
Et nous comptons encore beaucoup sur
Cars dans les années à venir.
K. : Quelles sont les stratégies mises en
place pour maintenir la licence au top ?
J.V : Pour nous, il est important de
renouveler régulièrement nos collections
et d’apporter de l’innovation. Par exemple
nous avons lancé une voiture McQueen
avec un système innovant lui permettant
de changer de couleur, comme dans le
film. Nous proposons également des
accessoires qui permettent d’augmenter
les possibilités de jeux.
Pour Noël 2011, nous avons réalisé une
mise en place très importante soutenue
par des animations retail et de la communication
TV et presse.
En 2012, nos mots d’ordre seront collectibilité,
innovation et théâtralisation.
F.R : Pour notre part, nous soutenons bien
sûr la licence en créant de nouveaux contenus,
comme nous venons de le faire avec
strategy
interviewed by Virginie Goyenetche
Florence Joaquin
Roussel Vinas
Directrice jeux-jouets France de
The Walt Disney Company
Directeur marketing
France de Mattel
Florence Roussel et Joaquin Vinas décryptent pour vous le succès de la gamme Cars chez Mattel.
Interview of Florence Roussel,
Manager of the French Toys &
Games branch of The Walt Disney
Company and Joaquin Vinas,
Marketing Manager of Mattel France
Florence Roussel and Joaquin Vinas deciphered the
success of Mattel’s Cars range for our readers.
Kazachok: How did the sales of this property’s
products evolve over the years?
Florence Roussel: The first Cars 1 items were
launched before the first film was even released.
That’s when we understood Cars had the potential
to become a perennial property.
Joaquin Vinas: Just as Disney, we immediately
recognized the big potential of Cars. Sales were
very already big in 2006 when the first film came
out, however they hit record peaks in 2008 and
2009, some 2 to 3 years after the film had been
launched! That goes to show that Cars is a real
brand that can continue to exist even when nothing
special is happening.
K.: What does Mattel represent in terms of Cars’
licensing?
F.R.: The Toys & Games category clearly is the
driving force behind Cars. The property has perfect
legitimacy in little vehicles, remote controlled cars
and racing circuits. Therefore Mattel was a key
partner as soon as the first film was released and
Mattel continued to be in synch with the property’s
development.

France
Cars 2, qui a boosté toute l’année 2011. En
2012, comme il n’y aura pas d’actualité
particulière, nous allons investir
dans une campagne de communication
sur les produits
dérivés. Nous l’avons fait cette
année sur Spider-man et cela a
engendré une hausse des ventes
de 40% ! Pour Cars, nous travaillons
sur une communication
innovante pour les vacances d’été,
moment où de nombreuses familles
voyagent en voiture…
Au niveau des produits dérivés, nous
veillons également à ne pas « tuer » la
licence en développant trop de produits,
et surtout en développant des catégories
moins fortes qui l’affaibliraient… C’est
pourquoi nous refusons plus de contrats
que nous n’en acceptons… Et nous nous
concentrons avant tout sur le core-business
de Cars, le jouet et principalement
les voitures.
K. : Quelles sont les synergies mises en
place entre Disney et Mattel ?
F.R : Dès le départ, nous avons mis en place
avec Mattel un « joint business planning »
afin de planifier ensemble les mises en
place des produits. Nous partageons nos
plans marketing et commerciaux dans
une totale transparence et nos équipes se
rencontrent régulièrement afin de décider
ensemble de la stratégie à adopter.
Il est par exemple très important de
ne pas se tromper sur les estimations
de vente et la gestion des stocks. En effet,
pour un même nombre d’unités vendues,
le ressenti des retailers est beaucoup plus
positif s’il y a une rupture de stock plutôt
que du stock restant. Nous essayons donc
de calibrer nos estimations de ventes au
plus juste… Ces plans sont réalisés
conjointement.
J.V : J’ai en effet été surpris lors
de mon arrivée en France par ce
partenariat particulièrement fort.
Nous travaillons main dans la main avec
Disney afin d’optimiser nos résultats.
K. : La propriété Cars a-t-elle encore de
belles années devant elle ?
F.R : Bien sûr, nous avons l’intention de
poursuivre le développement de Cars
sur le long-terme, grâce à la création
de contenu et à l’investissement média.
En 2013 sortira le film Planes, que nous
positionnons comme une suite de Cars.
J.V : Ce film nous permettra de renouveler
nos collections en développant
des avions aux côtés des voitures. Nous
faisons confiance à Disney pour faire
vivre la licence encore longtemps. De
plus, nous avons pu constater que même
sans actualité cinématographique, la
demande de produits Cars reste très
élevée.
Cette licence est donc encore
promise à un bel avenir !
strategy
Today Mattel is Disney’s leading Toys & Games
partner and we are working on other properties
such as Mickey Mouse or Disney Princesses
to achieve the same level of success that Cars
enjoyed.
K.: What is Cars’ position in Mattel’s catalogue?
J.V.: Cars is among the Top 5 brands that Mattel
develops, including our own brands. In 2011, the
property strongly contributed to Mattel’s growth
and we now consider Cars as one of our real
brands, even beyond licensing.
K.: What is your strategy to keep Cars on top?
J.V.: We feel it’s important to renew our ranges
regularly and come out with novelties.
For Christmas 2011 we set up strong visibility
sustained by retail promotions and TV and publishing
advertising.
In 2012, our mottos will be collectible, innovation and
dramatization.
F.R.: As far as we are concerned we evidently sustain
the property by providing new contents such as
we just did with Cars 2. In 2012, we will invest in
advertising the licensed products. We did as much
this year for Spider-man and that generated a 40%
sales increase! We also are very careful not to kill
the property with too many licensed products.
That’s why we refuse more licensing deals than we
sign. And we focus on Cars’ core business, which
is toys.
K: How do Disney and Mattel work together?
F.R.: From the start we set up joint business
planning with Mattel to decide together how the
products would be marketed. Our teams meet
regularly to devise suitable strategies.
For instance it’s highly important not to make
mistakes about the predicted volume of sales
and stock management. That kind of planning is
carried out together.
J.V.: When I arrived in France I was surprised by
such a tight partnership. We work hand in hand
with Disney to maximize the outcome.
K: Do you think Cars will continue to perform this
well?
F.R.: Indeed and we intend to continue developing
Cars on the long-term by providing more content
and investing in advertising. The film Planes will
premiere in 2013, and we see at the sequel of Cars.
J.V.: This film will allow
us to renew our collections
by offering
planes as well as cars.
We trust Disney to keep
the property lively over
the years. And we
have noticed that
even when there
is no film release
Cars products
remain in strong
demand.
The property still has
many more great years
ahead!
Kazachok Licensing Mag’ Janvier - Mars 12 31

France
n The Smurfs
Inflatable cushion
• Licensee: Jemini
• Launch: 1 st semester 2012
• Territories: France,
Suisse, Benelux
• Licensor: IMPS / TLC
32 Kazachok Licensing Mag’ Janvier - Mars 12
n Withit T-shirts
• Licensee: AA Brands
• Launch: Spring 2012
• Territory: France
• Licensor: Withit
Licensing Ltd / MJA
Licensing
n Redakai trading cards
• Licensee: Spin Master
• Launch: 2012
• Territory: Europe
• Licensor: Zodiak Kids
Marathon Média
products hall
n Wonder Woman T-shirts
• Licensee: Sahinler
• Launch: Spring 2012
• Territory: France
• Licensor: Warner Bros. CP
n South Park Magnets
• Licensee: Jemini
• Launch: 1 st semester 2012
• Territory: France
• Licensor: Nickelodeon CP
n Babette de Rozières pans
• Licensee: Sitram
• Launch: January 2012
• Territory: France
• Licensor: France Télévisions
Distribution

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DES LICENCES SUR LE DEVANT DE LA SCÈNE !
Sans oublier : Auto-Moto, Bob l’éponge*, Dora l’Exploratrice*, Clem, Go Diego*, Joséphine Ange Gardien, Keroppi, Kuromi, Lanfeust, Le Plus
Grand Quiz de France, Les Enfants de la Télé, Badtz-Maru, Little Twin Stars, My Melody, Ni Hao, Kai-Lan*, Petits Plats en Equilibre, Rekkit*,
Secret Story, Téléfoot, TFOU de Cuisine, Une Famille en Or, Ushuaïa Junior, Casper, Le Cochon Qui Rit, Charmmykitty, Baby Boom, Victorious*,
Mentalist*, Gossip Girl*, Vampire Diaries*, The Voice…
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Tel : 33 (0) 1 41 41 46 43 - Fax : 33 (0) 1 41 41 15 85
Site corporate : www.tf1licences.com
Email : tf1licences@tf1.fr
TF1 LICENCES, le meilleur du divertissement !
* 100% Promotion

United-Kingdom
Moshi Monsters
>Moshi Monsters is a website where
kids can adopt a pet monster, play
games, solve puzzles, upload art
and read stories. The online community allows
kids to share, show off and communicate
with their friends in a moderated and safe
environment.
Those Moshi Monsters have their own pets,
the Moshlings, which are very cute and
popular.
The brand targets boys & girls 4-12. Indeed,
the interesting thing about online brands is
that both genders & a wide range of ages
can interact in different ways, a 4 year old
can come online and tickle and dance to
the Moshi music while a 9/10 year old will
use Moshi to play game & puzzles, send
messages or gifts to each other and dress their
monster and room in unique designs.
Moshi has become extremely popular and is
now one of the fastest growing websites in the
world.
Already a big success!
Today, 50 million players are registered across
180 countries. There is one new signup every
second and 1 in 2 kids in the UK and Australia
have adopted a Moshi Monsters!
In the UK, the Moshi Monsters had an
impressive growth in a few months and it exists
in different categories. Vivid Imaginations
launched a range og toys that is in the top 10
: n°2 best selling toy, n°5 and 6 best selling
34 Kazachok Licensing Mag’ Janvier - Mars 12
plush*… Penguin Books
sold 200,000 Moshling
collectors
guides and
publishes a magazine
that is now the UK’s biggest selling kids
magazine. Thanks to Topps, Moshi Monsters
are now the n°1 entertainment collectable
across the UK and are n°1 best selling
product all toys*. The monsters also have
a game on
Nintendo DS and 3DS and other deals will
soon be announced…
Of course, the brand is supported by big
marketing campaigns: TV, print, radio, PR,
online advertising on more than 14,000
children’s sites daily.
property focus
successful virtual pets
Launched in 2008, the website counts 50 million players worldwide. It is already a licensing success in
UK and Mind Candy plans to develop the brand across the world…
In 2011, Mind Candy also launched Moshi TV,
an online platform including Moshi Monsters
content, safely moderated user-generated
content and third party programming.
And the growth will continue…
A global expansion
to come
So far, the key markets
have been English
speaking. Their home
market, the UK, came
first with a January
2011 launch. This
has seen Moshi
Monsters as the
number one brand
launched this year*.
They also launched in
Australia & New Zealand
around the same time with America & Canada
coming on board in August – results so far
have exceeded expectations. New markets in
2012 will include Scandinavia, Mexico, Chile,
Benelux, Poland, Philippines, Indonesia and
Israel. In late 2012 through 2013 we will move
through mainland Europe, Asia and more.
The site just launched in Spanish and Brazilian
Portuguese will follow. Through 2012
they will launch in Chinese and Russian with
additional languages in development.
The licensor plans to guarantee brand
growth to Moshi thanks to continued content
development and quality.
Continued growth of Mind Candy will come
from new markets, new IP and expansion
of other areas including MoshiTV, Moshi
Music, Moshi publishing and new areas to
be announced.
With this development, Mind Candy plans
to grow into a global entertainment organisation
and to widen their office and staff
around the globe.
V.G.
*NPD data

eative Focus
Festival
The world market for animation professionals
MIFA
onferences
www.annecy.org
6th - 8th Mifa
6Mifa
6 June 2012
Mifa is the biggest event on the international animation fi lm industry calendar and a place to:
• Meet up with players from TV, cinema and new platforms
• Find your co-production partners
• Network with over 200 buyers
• Meet and share experience with key international speakers
And, at the same time, be part of the world’s animation community with the famous
Annecy International Animation Film Festival.
th Mifa
th - 8 8th Mifa Mifafi
lm market Mifafi th June June 2012
• © CITIA

International
United-Kingdom
Kazachok: Can you present us Rosie?
Julie Quirke: Everything’s Rosie (52 x
11’) is an outstanding HD CGI animated
series with first class production values and a
bold vibrant colour palette. The highly crafted
storylines feature a strong cast of colourful
characters, with all seven primary characters
appearing in each episode, offering strong
audience identifiers that appeal to both girls
and boys.
Rosie and her constant companions are
positive, bright and inspiring role models
for pres-choolers, bringing fun, laughter,
discovery and timeless life lessons to a fast
growing fanbase.
K.: How is the property developed in UK?
What’s its future?
J.Q.: In the UK, the licensing programme has
developed over a period of 12 months ensuring
that we had a significant volume of products
available to launch at the same time. Rosie
products were launched in July 2011 across
multiple categories, led by the toy line from
Vivid and supported by TV advertising.
We now have over 25 licensees signed in key
categories, including Master Toy (Vivid); Books
(Egmont); DVD (NBC Universal), wheeled
toys; boardgames and puzzles (Jumbo),
bedding (Zap); apparel (Blues), underwear and
nightwear (TDP / Aykroyds), socks (Roy Lowe),
bags (Trade Mark Collections), lunchware and
tableware (Vogue), Pop Up Tents and Ready
Beds (Worlds Apart), Watches, Clocks and
novelty lighting (Zeon), Cbeebies Magazine
and Specials, Fun To Learn Friends Magazine
(Redan), Pedigree (Annuals). New categories
include Dress Up and Accessories and
Footwear. Target categories include secondary
toy, outdoor toys and electronic learning toys.
Initial listings are incredibly strong across
all retailers. It is evident that buyers have
recognized that there is a gap in the market
for a hot new girls property and that Rosie is
the hit pre-school brand to fill it. The future
36 Kazachok Licensing Mag’ Janvier - Mars 12
Julie Quirke
Director of Licensing V&S Entertainment
V&S Entertainment Ltd is a UK independent children’s TV production
and distribution company. In addition to its own production
Everything’s Rosie, the V&S Entertainment catalogue includes Blanche,
Batfink, Summerton Mill and Fred Basset who is soon to celebrate his
50 th Anniversary.
looks very rosy with listings confirmed across
a wide range of retailers and across all product
categories.
K.: And what about Spain?
J.Q.: As in the UK, Rosie has built a strong fanbase
very rapidly in Spain on RTVE’s CLANTV
and Rosie has been an immediate hit, with a
peak audience share of 64% in the 4-6 year old
age group. The audience peak for series one
was 583,000 and the average share, 43.6% for
children aged 4-6 years old.
The Rosie toy range from
Vivid is distributed
by leading European
toy company, Giochi
Preziosi in Spain. Toys
were launched in September
in Spain with a
strong marketing plan
from GPz and Suma
Licensing are managing
the implementation of the
M&L programme a number
of top quality licensees in key
categories signed including
Random House, Divisa for DVD,
IMC, SAFTA, STOR, ASTRO, CYP
Imports.
K.: What are the differences between the
licensing programmes in UK and in Spain?
J.Q.: There are more similarities than
differences. Rosie’s ratings have been
consistently high over a sustained period since
launch, in both the UK (CBeebies) and Spain
(RTVE’s CLANTV), underlining that the young
audience are quick to find the series and that
the audience numbers grow rapidly from first
broadcast.
The audience reaction in UK and Spain is a
powerful indicator that the distinct visual
interview
interviewed by V.G.
look of the series and strong cast of colourful
characters is resonating with an international
fanbase, creating enormous worldwide
licensing potential for the future.
Retailers and the licensing community
recgonize that Everything’s Rosie is a brand
that resonates universal values through the
innovative storylines that inform, entertain and
engage a young audience.
The key difference in the licensing programmes
is the timeline to launch products
from first broadcast. In Spain products
launched six months after first broadcast,
whereas in the UK, products launched 14
months after first broadcast.
K.: In what other
countries will
you then develop
Rosie?
J.Q.: The success
of the show in the UK
has led to other European
broadcasters
quickly acquiring
the series including
RTVE – Spain; France
Televisions - France, Canal Panda -
Portugal and RAI YOYO – Italy. We are
strategically planning a comprehensive M&L
programme to roll out products across these
key markets in the next 12 months; starting
now in Spain and extending to Portugal, Italy,
France, Ex-Yugoslavia, Russia, Scandinavia
and then to the US. We will roll-out our
licensing programme across Europe using a
similar model to the one we have successfully
implemented in the UK and Spain, ensuring
that we have a strong audience base before
products launch. We will work closely with our
global partners to ensure an integrated launch
across multiple categories in key markets.

What do kids
really want to watch ?
Kids TV Report
Trends & Hits
in Children’s Programming
Understand
Today
$
$
Prepare Understand Track Prepare Understand Get Track Prepare My Understand EurodataTV Get Track Prepare My EurodataTV Understand
Get Track My EurodataTV
Prepare Get My EurodataTV Get My EurodataTV
Tomorrow Today Your Rights Tomorrow Today the Right Your Price Rights Tomorrow Today the Right Your Price Rights Tomorrow the Right Today Your Price Rights Tomorrow the Right Price the Right Price Track
Your Rights
WE SPEAK TV
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United-Kingdom
n Pip the Cat stationary products
• Licensee: Robert Frederick Ltd
• Launch: February 2012
• Territories: Europe, Canada, US, Australia
• Licensor: Over The Moon / KJG
n Pink Cookie Cosmetics
• Licensee: Peers Hardy
• Launch: Spring 2012
• Territories: UK
• Licensor: CopCorp Licensing
38 Kazachok Licensing Mag’ Janvier - Mars 12
n UFC stationary products
• Licensee: Lanoo Publishing
• Launch: June 2012
• Territories: Europe
(excluding Poland)
• Licensor: UFC / JELC
products hall
n Mister Maker Minute Makes
• Licensee: Creativity International
• Launch: January 2012
• Territories: UK, Ireland
• Licensor: Zodiak Rights
n Spider-man bed tent
• Licensee: World’s Apart
• Launch: 1 st semester 2012
• Territory: Europe
• Licensor: The Walt Disney Company
n Everything’s Rosie toys
• Licensee: The Vivid Toy
Group
• Launch: Spring 2012
• Territories: UK and Spain
(Giochi Preziosi)
• Licensor: V&S
Entertainment Ltd

www.ltwmag.co.uk
The global licensing magazine
that joins the dots between
licensor, licensee and retailer.
To advertise call Casey on
Tel: 0044 1442 289930
Email: casey@lemapublishing.co.uk

España
¡Nuevos productos para Peppa Pig!
Peppa Pig se instala en España con El Ocho Licencias y Promociones como
Agencia de Licensing. Ya se han cerrado más de diez categorías y cuenta con
Bandai como Master Toy y Random House que desarrollará la línea editorial
a comienzos del 2012. Los productos se empezarán a lanzar a partir de Septiembre
del 2012 y empresas como Copywrite, Artesanía Cerda, IMC, Claudio
Reig, The Beach Factory, Dravemad o United Labels ya están preparando las
primeras colecciones.
La serie de animación Peppa Pig - que ha sido nº1 en UK - llega a España
emitiéndose desde principio de Septiembre en Clan. Peppa Pig contó, el primer
mes de emisión, con más de 400.000
espectadores cada tarde y se ha situado
dentro de los 20 programas más vistos
de todos los canales infantiles de España.
Peppa Pig también cuenta con 8 millones
de visitas en la página web de Clan, http://
www.rtve.es/infantil y en la categoría de
“Vídeos más vistos”, los vídeos de Peppa
Pig ocupan los 5 primeros puestos en este
ranking.
New Peppa Pig products! Peppa Pig is
gaining a footing in Spain with El Ocho Licencias
y Promociones as its licensing agency. Contracts
have been drawn up for more than ten categories,
Bandai is the Master Toy and Random House will develop the editorial range at the start
of 2012. The products will start to be launched from September 2012 with Copywrite,
Artesanía Cerda, IMC, Claudio Reig, The Beach Factory, Dravemad or United Labels.
The animated series Peppa Pig – which has been no. 1 in the UK – has arrived in Spain and
been broadcast on Clan since the start of September. In its first month of broadcasting,
Peppa Pig had more than 400,000 viewers every afternoon making it one of the 20 most
viewed programmes on all children’s channels in Spain. Peppa Pig also had 8 million
visitors on the Clan website, http://www.rtve.es/infantil.
Novedades para Elastic Rights…
Por primera vez Elastic Rights participa como co-productor en el
desarrollo desde origen y en la gestión de sus derechos en todo el mundo
de dos proyectos
televisivos: «Lola,
Aprendiz de Musa»
y «Gluko & Lennon».
«Lola, Aprendiz de
Musa» será una
serie familiar de
imagen real de 120
episodios de una
hora de duración
cuya grabación se
iniciará a comienzos
de 2012 en Argentina.
«Gluko & Lennon» será la primera serie de animación creada y desarrollada
por la compañía argentina L’Orange Gutan en colaboración con
Elastic Rights. Una comedia dirigida a niños de 6 a 11 años que relatará
las locas aventuras de dos inseparables amigos.
Finalmente, Elastic Rights ha cerrado un acuerdo con Pow Wow para
40 Kazachok Licensing Mag’ Janvier - Mars 12
news
Nueva imagen de Enjoy
Enjoy, agencia de desarrollo
de marcas que opera
en España y Portugal ha
variado su imagen corporativa.
Según nos indica Rubén Gil, CEO de la empresa,
“Necesitábamos un cambio de imagen que expresara
lo que somos en estos momentos. La empresa ha
evolucionado en una dirección donde la representación
de marcas de moda ha tomado más importancia. Por
supuesto, continuamos con nuestro trabajo con marcas
infantiles, pero la fuerte presencia de marcas de moda
en nuestro catálogo, exigía un cambio de imagen”.
Enjoy asimismo ha variado su logo y su página web,
«Enjoy, where brands like to be». Enjoy aspira a ser un
entorno donde las marcas se sientan como en casa,
como en manos de sus propietarios. Su nueva página
web www.enjoybrandlicensing.com, sigue una línea
estítica que permite albergar tanto marcas de moda
como de entretenimiento, sin que ninguna de ellas está
fuera de lugar.
New image for Enjoy Enjoy, a brand development agency
that operates in Spain and Portugal, has changed its corporate
image. Rubén Gil, CEO of the company, told us, “The company
has developed in a direction in which the representation of
fashion brands has taken on greater importance. Of course,
we are still continuing our work with children’s brands but the
strong presence of fashion brands in our catalogue demanded
a change of image”. Enjoy has also changed its logo and
website, ‘Enjoy, where brands like to be’. Enjoy aspires to be
an environment where brands feel at home and in the hands of
their owners. The new website: www.enjoybrandlicensing.com
la distribución y explotación de «DANCE!», comedia adolescente
repleta de música, baile, drama, intriga y romances. A lo largo de sus
80 episodios de una hora de duración, se sucederán
los triunfos y desilusiones en el mundo de la danza.
Elastic Rights gestiona todos los derechos de la lata y
el formato de esta serie en España, Portugal, Francia,
Italia,Grecia y Turquía.
New products for Elastic Rights… For the first
time, Elastic Rights is acting as co-producer in the development
from scratch and the management of the global rights
of two television projects: ‘Lola, Muse in Training’ and ‘Gluko
& Lennon’.
‘Lola, Muse in Training’ will be a live-action family series with
120 one-hour episodes that will be filmed from the start of
2012 in Argentina.
‘Gluko & Lennon’ will be a comedy that is aimed at 6 to 11
year olds and relates the crazy adventures of the two inseparable friends.
Finally, Elastic Rights has entered into an agreement with Pow Wow for the
distribution and promotion of ‘DANCE!’. Its 80 one-hour episodes will follow the
triumphs and disappointments in the world of dance. Elastic Rights is managing
the rights for this series in Spain, Portugal, France, Italy, Greece and Turkey.

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España
Kazachok: Es usted la nueva Directora
de Licencias de Warner Bros. Consumer
Products España y Portugal. ¿Qué va a
cambiar?
Rosa Tévar: Mas que hablar de cambio,
podemos hablar de una estrategia clara
para el 2012/2013 centrándonos en
nuestras prioridades clásicas y nuevos
contenidos. Queremos afianzarnos aún
más en el mundo de la distribución y el
retail, y seguir asociándonos a través de
nuestras licencias con compañías líderes
en el mundo.
K.: ¿Cuáles son las propiedades
más fuertes?
R.T.: Los Looney Tunes
y los Superhéroes de DC
Comics, entre los que
podemos encontrar a
marcas como Batman,
Superman, Wonder Woman, La Liga de
la Justicia o Green Lantern, son nuestras
propiedades clásicas más potentes.
Generan un enorme volumen de contenido
para diferentes plataformas tanto
en cine, televisión como video o internet
y se adaptan fácilmente a cualquier
categoría de producto. Los resultados
nos indican que nuestras marcas se
mantienen a lo largo del tiempo con una
fuerza considerable, gracias al hecho de
que se trata de marcas clásicas con una
constante actualización y puesta al día.
K.: ¿Cuáles serán los proyectos para
2012 /2013?
R.T.: En 2012 se estrenarán dos esperadas
películas, la tercera entrega de Batman,
42 Kazachok Licensing Mag’ Janvier - Mars 12
The Dark Knight Rises, de Christopher
Nolan, y The Hobbit: an unexpected journey,
película dirigida por Peter Jackson,
basada en la novela de JRR Tolkien.
Otra gran novedad para 2012 es Thundercats.
La serie de los años 80 ha estrenado
nueva serie animada en Estados Unidos,
adaptando la animación y las aventuras
de nuestros héroes a los gustos y
expectativas del espectador del siglo XXI.
La serie animada se emitirá muy pronto
en España. Bandai ya se ha convertido en
el master toy a
nivel mundial.
Los Looney
Tunes también
van a estar en
el canal infantil
de Televisión
Española, Clan
TV, con “El
Show de los Looney Tunes”, una nueva
serie animada que sin duda se va a
convertir en la gran novedad de la temporada
en la televisión infantil en España.
El gran evento deportivo de UEFA EURO
2012, que se celebrará en Polonia y Ucrania,
constituye otro de nuestros grandes
proyectos para 2012, ya que WBCP es el
representante exclusivo de licencias para
está gran competición futbolística.
Y para 2013, además del estreno de la
película “The Hobbit: there and back
again”, está previsto uno de los estrenos
más esperados, la nueva película de
Superman, dirigida por Zach Zinder, que
llega con las nuevas aventuras de nuestro
superhéroe, uno de los personajes más
reconocidos en todo el mundo.
interviewed by Virginie López
Rosa Tévar
Directora de Licencias de Warner Bros.
Consumer Products España y Portugal
Queremos
afianzarnos aún
más en el mundo
de la distribución
interview
Interview of Rosa Tévar
Licensing Manager for Warner Bros.
Consumer Products Spain and Portugal
Kazachok: You are the new Licensing Manager
for Warner Bros. Consumer Products Spain and
Portugal. What are you going to change?
Rosa Tévar: Rather than change, it would be better
to talk about a clear strategy for 2012/2013 focusing
on our classic priorities and on our new contents.
We want to consolidate our position even more in
the distribution and retail world, and continue to
form partnerships through our licenses with leading
companies across the globe.
K.: What are your most important properties?
R.T.: Looney Tunes and DC Comics’ Superheroes,
including brands such as Batman, Superman, Wonder
Woman, Justice League and Green Lantern, are
our most powerful classic properties. They generate
enormous content volume for different platforms
both in film and television as well as in video and
internet and they can be easily adapted to any product
category.
K.: What other properties do you handle?
R.T.: In 2012, two long awaited films will be released:
the third sequel of Batman, “The Dark Knight Rises”,
by Christopher Nolan, and “The Hobbit: an unexpected
journey”, a film directed by Peter Jackson, based
on JRR Tolkien’s novel.
Another new development for 2012 is Thundercats. A
new animated version of this legendary 80s series has
been released in the United States, where the animation
and adventures of our heroes have been adapted
to the tastes and expectations of the 21st-century
spectator. The animated series is soon to be aired in
Spain. Bandai is the master toy at the global level.
Looney Tunes is also going to be on the television
platform, specifically on Spanish National Television’s
children’s channel, Clan TV, with the “Looney Tunes
Show”, a new animated series that will undoubtedly
become the greatest innovation of the season in
children’s television in Spain.
The great UEFA EURO 2012 sporting event, which
will be held in Poland and Ukraine, is another of our
major projects for 2012, as WBCP is the exclusive
licensing representative for this prestigious football
championship.
And in 2013, in addition to “The Hobbit: there and back
again”, another long-awaited release is planned,
that of the new Superman film, directed by Zach
Zinder, which will be featuring the latest adventures
of our superhero, one of the most widely-recognized
characters across the globe.

España
>Lucky Fred es una sitcom
animada en 2D que combina lo
cotidiano con lo extraordinario.
Desarrollada por Imira Entertainment en
colaboración con The Walt Disney Company,
Nickelodeon, TF1 y coproducida con Rai y
Televisió de Catalunya, esta serie de 52x12’
se dirige a los niños entre 6 y 10 años. Una
segunda temporada está en financiación. De
los guionistas de Phineas y Ferb, Pingüinos
de Madagascar, George of the Jungle y Lilo &
Stitch, esta serie presenta un gran potencial y
es una mezcla de aventura cómica.
Fred es un chico corriente de 13 años que
vive divertidas aventuras. Por lo general, ha
tenido bastante mala suerte. Pero un día, un
regalo del cielo aterriza
en el jardín de su casa:
un robot personal de
alta tecnología capaz
de cumplir los deseos
de quien considere su
amo…
Un plan de emisión muy bien
orquestado…
Ya se ha vendido la serie en 153 países.
Televisió de Catalunya (España), Rai (Italia),
RTP (Portugal), Disney Channel (España,
Francia, Italia, Alemania, India, Israel y
Australia), Nickelodeon (Benelux, Escandinavia,
Asia, Corea del Sur & América
Latina) se han posicionado e irán emitiendo
el programa en 2012 y 2013, según los
territorios.
En España, habrá una emisión simultánea
en Disney Channel en abierto en el 1er
trimestre 2012 y en Televisió de Catalunya
en el tercer trimestre del 2012.
Imira Entertainment anuncia
el lanzamiento de su nueva
serie animada. Focus sobre la
estrategia de licensing…
Una estrategia de licensing ya
en marcha
El juego video se lanzó en Apple Store y
Android Market en navidades 2011. El juego
de geolocalización es un buen apoyo. Se
puede realizar misiones personalizadas
con las principales ciudades europeas: promociones,
regalos y descuentos al cazar el
Alien, misiones ad-hoc para promociones
de consumo, retail y apoyo de lanzamiento
de producto, en cualquier ubicación de
google map.
Se organizará también un macro evento en
«Festa dels supers» en 2012.
La guía de estilo está lista para todas las
categorías con 3
líneas de desarrollo
muy diferenciadas
y creativas: “The
Protector”, “Friends
Forever”, “Fred and
Friday”.
Los 104 episodios de
Lucky Fred asegurará la continuidad de la
propiedad. La productora está ahora seleccionando
los mejores agentes europeos
y finalizando los principales acuerdos de
licencia (Master Toy, Video Juego multi
plataformas, etc.). Los lanzamientos de
productos se harán a partir del tercer
trimestre del 2012, de manera progresiva,
para que los niños fans de la serie los
puedan encontrar en la distribución de
cara a navidades 2012. El año 2013 será un
año clave para Lucky Fred. Llevará varios
meses en antena a nivel mundial, abriendo
puertas a un programa completo.
V.L.
property focus
¡La nueva propiedad
Lucky Fred
llega al mercado!
The new property Lucky Fred
is coming to market!
Imira Entertainment has announced the launch
of its new animated series. The focus is on the
licensing strategy…
Lucky Fred is a 2D animated sitcom that combines
the everyday with the extraordinary. Developed by
Imira Entertainment in cooperation with The Walt
Disney Company, Nickelodeon and TF1 and coproduced
with Rai and Televisió de Catalunya, this
52x12’ series is aimed at 6 to 10 year olds. A second
season is currently being financed.
Fred is an ordinary 13-year-old boy. In general, he
has had quite bad luck. One day, however, a gift falls
out of the sky and lands in his garden: a high-tech
personal robot that can fulfil the desires of whoever
it considers its master…
A well-orchestrated broadcasting
schedule…
The series has already been broadcast in 153
countries. Televisió de Catalunya (Spain), Rai (Italy),
RTP (Portugal), Disney Channel (Spain, France, Italy,
Germany, India, Israel and Australia), Nickelodeon
(Benelux, Scandinavia, Asia, South Korea and Latin
America) have all positioned themselves and will
broadcast the programme in 2012 y 2013 in their
respective territories.
In Spain, a simultaneous free to air broadcast
will occur on Disney Channel in the first quarter
of 2012 and on Televisió de Catalunya in the third
quarter of 2012.
The licensing program
is already underway
The video game will be launched in the Apple
Store and the android market at Christmas 2011. A
macro-event is also being organised at the ‘Supers
Festival’ in 2012. The style guide is ready for all the
categories with three highly differentiated and creative
development lines: ‘The Protector’, ‘Friends
Forever’ and ‘Fred and Friday’. The producer is
currently selecting the best European agents and
finalizing the main licensing agreements. The
products will be progressively launched from the
third quarter of 2012 so that the young fans of the
series can find them in shops in the run-up to
Christmas 2012. 2013 will be a key year for Lucky
Fred, which will be broadcast globally for several
months, opening the door for a full programme.
V.L.
Kazachok Licensing Mag’ Janvier - Mars 12 43

España
n Chupa Chups plush
• Licensee: Play by Play
Toys & Novelties, Europe S.A.
• Launch: Spring 2012
• Territories: Spain, Portugal, Germany,
Austria, Switzerland, Italy, France, Greece,
Turkey and Poland
• Licensor: Chupa Chups Licensing
44 Kazachok Licensing Mag’ Janvier - Mars 12
n Generator Rex
back pack
• Licensee: Safta
• Launch: Q1 2012
• Territories: Spain, Portugal
• Licensor: Turner Broadcasting
System / BRB Internacional
n Ben 10 Ultimate Alien
Revolution Ultimatrix
• Licensee: Bandai
• Launch: Spring 2012
• Territory: Spain
• Licensor: Turner
Broadcasting System
products hall
n Everything’s Rosie melamine
no rim set 3 pcs pack
• Licensee: Stor, S.L.
• Launch: January 2012
• Territories: Spain, Portugal
• Licensor: V&S Entertainment
Ltd / Suma Licensing
n Huntik blister 3 characters + 1
amulet
• Licensee: Giochi Preziosi Spain
• Launch: March 2012
• Territories: Spain, Portugal
• Licensor: Huntik / Rainbow Spain
n Canimals toys
• Licensee: Tommy
• Launch: Q4 2012
• Territory: Europe
• Licensor: Vooz / BRB
Internacional

Germany
Kiddinx feiert den berühmtesten
sprechenden Elefant der Welt
Vor 35 Jahren erblickte er das Licht der Welt – viele
von uns sind mit seinen Geschichten groß geworden.
Die Rede ist von Benjamin Blümchen, dem
wohl berühmtesten sprechenden Elefanten der
Welt. Und Benjamin möchte seinen Geburtstag
mit vielen neuen Produkten und Aktionen
feiern. Ob Theater-Tournee, Gastspiel
im Robinson Club auf Fuerteventura oder
Fernsehen – der graue Dickhäuter mit den großen
Ohren ist (fast) überall. Im Jubiläumsjahr hat
KIDDINX neue Hörspielfolgen geplant. Weiterhin
wird es von Schmidt Spiele einen Plüsch-Elefanten
mit Schlafanzug sowie ein Memo-Spiel mit
„Törööö“-Sound und Kinderpuzzles geben. Der
Ellermann-Verlag bringt ein liebevoll gestaltetes
und illustriertes Vorlesebuch heraus. Der Ehapa
Verlag veröffentlicht weiterhin das monatliche
„Benjamin-Blümchen-Magazin“. Zum Jubiläum präsentiert Coppenrath & Wiese seine
Törööö!-Kindertorte in neuem Design mit lustigen Benjamin Blümchen Figuren zum
Sammeln und Spielen. B-Interaktiv begleitet den Elefanten mit einer App für iOS und
Astroid ins Jubiläumsjahr und last but not least präsentiert sich Benjamin mit eigener
Facebook-Seite und einer neuen, auf die ganz kleinen User abgestimmten Web-Seite.
Herzlichen Glückwunsch Benjamin – auf die nächsten 35 Jahre! Törööö!!!
m4e präsentiert Mia and me
Mia and me, eine einzigartige neue Serie, die Realfilm mit CGI-Animation in einer
noch nie gesehenen künstlerischen Manier verbindet, wird im Frühjahr 2012 im Ki.Ka
ausgestrahlt. Die ersten Lizenznehmer stehen bereits in den Startlöchern: Ehapa
im Publishingbereich, Panini mit Stickern und dem
dazugehörigen Album sowie das Magazin,
Schmidt Spiele mit Brettspielen und
Puzzles sowie John Toys mit Outdoor
Toys und AA Brands mit Textilien.
Weiter vermeldet m4e, dass auch
Connie ins Fernsehen kommt. Die
Serie basiert auf den bekannten
und erfolgreichen Kinderbuchgeschichten,
die zumeist als Pixi-
Bücher erschienen
sind.
46 Kazachok Licensing Mag’ Janvier - Mars 12
market focus
BRANDORA-Übersicht
der Neuigkeiten auf dem
deutschen Lizenzmarkt
Wir schreiben das Jahr 2012 … Was wird es bringen? Viel Neues, aber auch Themen, die seit langer
Zeit erfolgreich vermarktet werden. Wie immer ein kurzer, aber interessanter BRANDORA-Überblick der
neuen und altbekannten Lizenzthemen auf dem deutschen Markt.
BRANDORA
Overview of latest developments on
the German licensing market
It is 2012… and what can we expect of the
upcoming year? A lot of new properties, but
also long-term favourites. Below you will find a
small but interesting overview of new and classic
properties on the German licensing market.
Kiddinx celebrate world’s most
famous talking elephant
He came into the world 35 years ago – and for
many his stories have been an integral part of their
childhood days. Who are we talking about? Benjamin
Blümchen, of course, world’s most famous talking
elephant. And Benjamin wants to celebrate his birthday
with numerous new products and activities. A
theatre tour, a guest appearance at the Robinson Club
in Fuerteventura or a show on TV – the giant pachyderm
with the large ears is (almost) everywhere. On
occasion of his anniversary KIDDINX plans to release
brand new audio plays. What is more, Schmidt Spiele
launch a plush elephant in pyjamas, a game of pairs
with “Toorooo” sound and several children’s puzzle
games. Ellermann will publish a lovingly designed
and illustrated story book. Ehapa continue to release
their monthly “Benjamin-Blümchen-Magazin”. Just
in time for the anniversary Coppenrath & Wiese
provide their Törööö! children’s cake in new design –
including funny new Benjamin Blümchen collectibles.
B-Interaktiv provides a Benjamin App for iOS and
Astroid and, last but not least, the famous elephant
presents himself on Facebook and his own updated,
dedicated website tailor-made for young users.
Happy birthday, Benjamin – to the next 35 years!
Toorooo!
m4e present Mia and me
The cutting-edge new series Mia and me artfully
combines live action elements and CGI animation.
From spring 2012 the new show will be airing on
Ki.Ka. First licensing projects are already in the pipeline:
Publishing licensee is Ehapa; Panini launches
stickers, albums and magazine; Schmidt Spiele
is currently developing branded board games and
puzzles while John Toys provides outdoor toys and AA
Brands textile products.
Another highlight: m4e announced that Connie plans
to enter the TV screen. The animated show is based

Germany
Die Wilden Kerle
sind wieder da!
Wer in Deutschland kennt sie nicht: Die
wilden Kerle? In den letzten Jahren ist es
still geworden um eines der erfolgreichsten
Kinder-Lizenzthemen. Aber jetzt kommt
wieder Action ins Spiel. In diesem Frühjahr
erscheinen «Die wilden Kerle» erstmals
als animierte TV-Serie auf den deutschen
Bildschirmen. Im März werden dann die
ersten neuen Bände der Buchreihe zur
TV-Serie veröffentlicht. Aber auch Fans
der bestehenden Buchreihe können sich
freuen. Der Baumhaus Verlag bringt im
Frühjahr Band 14 und im Herbst Band 15
von Joachim Masannek
in den Buchhandel.
Weiter wird es
im Sommer in
zwei Robinson
Clubs
ein Wilde
Kerle-Camp
geben.
Edel:Kids
deckt mit
ersten DVDs
und Hörspielen
zur Fernsehserie den
Home-Entertainment-Bereich ab und
Master-Toy-Lizenznehmer ist die Simba
Dickie Group. Die Spielwaren-Range
wird zur Nürnberger Spielwarenmesse
präsentiert. Weitere Lizenznehmer sind:
Brehme Lederwarenfabrik für Schulartikel,
Gorius Druck und Service GmbH für
Getränke und Foodartikel, IVKO mit Brillen,
J. Gschwandtner mit Süßwaren, Tramondi
mit Bekleidung und Fußballartikeln und
Lübbe mit Büchern.
Nickelodeon startet
voll durch!
Seit Ende 2009 besitzt Nickelodeon
die weltweiten Rechte für die Teenage
Mutant Ninja Turtles, das mit 5
Milliarden US$ Handelsumsatz eines
der erfolgreichsten und bekanntesten
Lizenzthemen der letzten 25 Jahre ist.
Donatello, Leonardo, Michelangelo
und Raphael entwickelten sich in
den 90er Jahren schnell zu einer der
erfolgreichsten Kinderfernsehserien
weltweit. Zwar ist der TV-Start der Serie
in Deutschland erst für Anfang 2013
geplant, aber das Licensing hat bereits
angefangen. Für den deutschsprachigen
Raum konnte der Master Toy Partner
Playmates die in Österreich ansässige
Stadlbauer Marketing- und
Vertriebs GmbH als Distributions-
und Marketingpartner
gewinnen. Partner für DVDs
und Blu-ray ist Paramount
Home Entertainment. Ebenfalls
sehr erfolgreich ist das Thema
Victorious. Die US-amerikanische
Teen-Sitcom erzählt
von sieben Schülern einer privaten
Schauspielschule. Hauptdarstellerin
Victoria Justice, bekannt u.a. aus der
Serie Zoey 101, spielt Tori Vega. Der
Mix aus Musik, Spaß, Teenager-Problemen
und der Identifikationsfaktor
kommen beim deutschen Publikum
super an. Umsetzungsmöglichkeiten
für Lizenzprodukte sind mannigfaltig.
Paramount Home Entertainment ist als
Lizenznehmer für DVDs dabei. Herding
Heimtextil wird die passende Bettwäsche
im Fachhandel präsentieren.
Der Oetinger Verlag im Ritter-Fieber
Bereits Ende 2011 wurde das zweite Abenteuer des sympathischen kleinen Ritters
Trenk „Der kleine Ritter Trenk und der Große Gefährliche“ veröffentlicht. Trenk ist in
Schwierigkeiten! Hatte er doch als Beweis für den Tod des Drachens echte Drachenzähne
mitgebracht – dass der Drache in Wahrheit eine nette Drachenmama war und Trenks
Beweisstücke die Milchzähne der kleinen Drachenkinder, sollte
natürlich niemand erfahren. Doch nun ist Trenk aufgeflogen und
Ritter von überall her wollen Jagd auf den gefährlichen Drachen
machen. Trenk und seine kleine Freundin Thekla brechen
schnell auf, um die Drachenmama zu warnen. Da wird
Trenk vom bösen Ritter Werthold in eine gemeine Falle
gelockt ... Jetzt präsentiert Oetinger passend
zum Thema tolle Merchandising-Artikel. Vom
Frühstücksbrettchen über Tassen, Bleistift
und Anspitzer, Radiergummi und Butterbrotdose,
überall und immer ist der kleine
Ritter Trenk mit dabei.
> Ritter Trenk
market focus
upon one of the popular and successful German book
series, mostly published as inexpensive paperback
books, the so-called Pixi books.
The Wild Soccer Bunch is back!
Is there anyone in Germany who doesn’t know them:
Die wilden Kerle? They are one of Germany’s most
successful children’s properties. However, in recent
years we heard little about the wild soccer bunch.
Now they are back into the game. This spring, the wild
guys enter German TV screens with their first ever
animated show. New books to the TV series will follow
in March. What is more, all those who love the existing
book series have every reason to be happy, too:
Joachim Masannek and Baumhaus Verlag will launch
volume 14 in spring and volume 15 in autumn. Two
Robinson Clubs will organize Wilde Kerle summer
camps and Edel:Kids will cover the home entertainment
segment with new DVDs and audio plays to the
TV series. Master toy licensee Simba Dickie Group
will showcase their new toy range at the International
Toy Fair 2012 in Nuremberg. Additional licensees
are: Brehme Lederwarenfabrik for school supplies,
Gorius Druck und Service GmbH for food and
beverages, IVKO launches glasses, J. Gschwandtner
sweets, Tramondi is licensee for apparel and football
accessories and Lübbe publishes books.
Nickelodeon takes off!
Since end of 2009 Nickelodeon owns the worldwide
rights to the Teenage Mutant Ninja Turtles, with a
turnover of more than 5 billion US $ one of the most
successful and most famous licensed properties
of the last 25 years. During the 1990s Donatello,
Leonardo, Michelangelo, and Raphael soon
became one of the most successful children’s shows
worldwide. Although the launch of the new TV show
is not scheduled before early 2013 licensing activities
have already begun. Master toy partner Playmates
appointed the Austrian Stadlbauer Marketing- und
Vertriebs GmbH as official distribution and marketing
partner for German speaking territories. DVD and
Blu-ray partner is Paramount Home Entertainment.
Equally successful is the Victorious brand. The US
American teen sitcom follows seven aspiring students
at their performing arts school and features Victoria
Justice acting as Tori Vega. The teenage star is
already famous for the Zoey 101 series. An addictive
combination of music, fun, and teenage problems
and a significant identification factor appeal to the
German audience and will seamlessly translate into
trend-driven merchandise. Paramount Home Entertainment
is licensee for DVDs. Herding Heimtextil will
present specialized retailers with matching bed-linen.
Oetinger has caught medieval fever
End of 2011 Oetinger published the second adventure
of the loveable little knight Trenk: “Trenk the Little
Knight and the Great Big Dangerous Dragon”. Trenk
is in a pickle! He has brought back genuine dragon’s
teeth from his last adventure to prove the beast was
dead – but, of course, he didn’t want anyone to know
that the dragon in question was actually a friendly
dragon mom and Trenk’s dragon-slaying evidence
was just the younglings’ milk teeth. But now Trenk
has been found out and knights from all over the
country suddenly strive to hunt the dangerous dragon
down. Trenk and his friend Thekla soon set off to warn
Kazachok Licensing Mag’ Janvier - Mars 12 47

Germany
ZDF Enterprises wird
außerirdisch
Ein vielversprechendes neues Lizenzthema
präsentiert das ZDF. Nach Elephant
Princess und H2O wieder ein Thema,
welches einen Mix aus Spaß, Fantasie und
Teenager-Problemen vereint – Lightning
Point. Hier geht es um zwei hübsche Teenager-Alien,
die mit ihrem Raumschiff eines
Tages im australischen Küstenstädtchen
Lightning Point landen. Sie kommen vom
dürren, wasserlosen Planeten Lumina und
sind von den Ozeanen der Erde fasziniert.
Sie finden in dem einheimischen Surfer-
Mädchen Amber eine Freundin und ent-
decken, dass sie die angeborene Fähigkeit
zum Surfen besitzen. Lassen Sie sich
mitreißen von diesem außerirdischen
Abenteuer.
Turner geht mit Ben10 auf
große Kinotour
Turner Broadcasting Systems plant
zusammen mit Kinopolis (voraussichtlich
für das 2. Quartal) eine Kinotour zum neuen
Ben10 CGI Movie. Näheres folgt auf www.
lizenzbranche.de. Zu den neuen Themen
„Zoobles“ und „Puppy in my Pocket“
kommen jetzt die ersten Produkte auf den
deutschen Markt. In erster Linie wird es
sich um Publishing Produkte (Magazine
und Bücher) und Stationary handeln.
Apparel und Home & Living folgen dann im
weiteren Verlauf des Jahres.
48 Kazachok Licensing Mag’ Janvier - Mars 12
Batman is back
Warner Bros. bringt die Fortsetzung zum
Kino Blockbuster The Dark Knight „The
Dark Knight Rises“ im Sommer in die
deutschen Kinos. Es ist das finale Kapitel
zur Batman Trilogie. Die hochkarätige
Starbesetzung steht auch bereits fest:
Bruce Waye wird wieder von Christian
Bale gespielt, Anne Hathaway spielt Selina
Kyle „Catwoman“. Weiterhin sind Marion
Cotillard, Michael Cane, Morgen Freeman
und Gary Oldman mit von der Partie. The
Dark Knight Rises wird von einer großen
Marketing- und Werbekampange beleitet.
Die Tribute von Panem neu bei CTM CTM startet mit drei interessanten
Themen ins neue Jahr. Zum
einen wird es eine Fortsetzung zu
Sammy geben. Mit Sammy 2 – The
Great Escape kommt die beliebte
Schildkröte wieder in 3D in die
deutschen Kinos. Auch KlexXi,
das Maskottchen der CinemaxX
Kinos wird in Zusammenarbeit mit
CTM zu einem eigenen Charakter
auf- und ausgebaut. Für die ältere Zielgruppe bietet CTM Die Tribute von Panem (The
Hunger Games) an. Erzählt wird die Geschichte einer nicht allzu fernen Zukunft: Nach der
Apokalypse ist aus dem zerstörten Nordamerika der totalitäre Staat Panem entstanden,
das Kapitol regiert das hungernde Volk mit Härte und Schrecken. Um seine Macht zu
demonstrieren, veranstaltet das Regime jedes Jahr die brutalen „Hungerspiele“: 24
Jugendliche, je ein Mädchen und ein Junge aus Panems zwölf Distrikten, müssen in
einem modernen Gladiatorenkampf antreten, den nur einer von ihnen überleben darf. Als
ihre kleine Schwester Prim für die Spiele ausgelost wird, nimmt die 16-jährige Katniss
freiwillig ihren Platz ein. Der zweite Kandidat aus Katniss´ Distrikt ist Peeta, den sie seit
ihrer Kindheit kennt. Kurz bevor das perfide Turnier beginnt, gesteht Peeta Katniss seine
Liebe. Doch das Kapitol macht sie zu Todfeinden…
market focus
the mother dragon. But then Trenk is lured into a
cunning trap set up by evil Sir Werthold… Now Oetinger
present fantastic merchandise to accompany the
story: Small chopping boards, mugs and cups, pencils
and sharpeners, rubbers and lunch boxes – wherever
you go, take the Little Knight Trenk along!
ZDF Enterprises receives
guest from outer space
ZDF presents another promising new property. After
Elephant Princess and H2O they once more provide a
perfect mixture of fun, fantasy and teenage problems
– Lightning Point. The series follows two pretty teen
aliens crash-landing their spaceship in the quiet
Australian coast town Lightning Point. Coming from
the dry, water-less planet Lumina they are fascinated
by the Earth’s vast oceans. They soon make friends
with local surfer girl Amber and discover their natural
surfing skills. Allow yourself to be swept along by a
really alien adventure.
Turner and Ben10 go on
nationwide tour
In cooperation with Kinopolis Turner Broadcasting
Systems plans (for the second quarter) a theatre
tour to support the new Ben10 CGI movie. Detailed
information will soon be announced on www.brandlicensing.com.
First branded products to the new
properties “Zoobles” and “Puppy in my Pocket” enter
the German market – mainly publishing products
(magazines and books) as well as stationery. Apparel
and home & living will follow later this year.
The Hunger Games new to CTM
CTM start the new year with three fascinating new
licenses. First of all, this year will see the sequel
of Sammy. With Sammy 2 – The Great Escape the
popular turtle will re-enter German silver screens
in 3D. What is more, CTM will help KlexXi, the official
CinemaxX theatres’ mascot to grow into a licensed
character. Older consumers will appreciate CTM’s
new license Die Tribute von Panem (The Hunger
Games). These books tell stories of a – fictional – near
future: After the Apocalypse the totalitarian state
Panem arises from the destruction of North America.
The Capitol rules the hungry people with cruelty and
terror. To demonstrate their own power, the regime
each year stages the cruel “Hunger Games”: 24
young participants, one boy and one girl from each
of the 12 district in Panem are forced to participate in
modern gladiatorial combats and fight, until only one
remains. When her younger sister Prim is selected for
the games by lottery, 16-year-old Katniss volunteers
to take her place. The second participant from her
district is Peeta, a boy she has known since early
childhood. Shortly before the cruel games begin,
Peeta reveals his love for Katniss. But the Capitol
turns them into deathly enemies...
Batman is back
In summer Warner Bros. will release the sequel to
the hit movie The Dark Knight to German theatres.
“The Dark Knight Rises” is the final chapter of the
Batman trilogy. The high-class cast has already been
announced: Christian Bale once more acts as Bruce
Waye, Anne Hathaway is Selina Kyle “Catwoman”.
Also on board are Marion Cotillard, Michael Cane,

Germany
Tabaluga und die Zeichen der Zeit
Eine Erfolgsgeschichte: Im Jahr 1983 veröffentlichte Peter Maffay das erste
von vier Konzertalben: «Tabaluga oder die Reise zur Vernunft». Seitdem wird
Tabaluga in über 70 Ländern von Kindern und Eltern geliebt. Elf Jahre später
geht mit «Tabaluga und Lilli» das erste Musical an den Start. 1997 startete dann
die aufwendige Kinder-Spielshow auf dem ZDF und auf dem KI.KA und die erste
Staffel der Zeichentrickserie wird ausgestrahlt. 2003 folgt die Peter Maffay Tour
«Tabaluga und das verschenkte Glück», die Tour zum vierten Konzertalbum. Hierzu
gab es insgesamt 90 ausverkaufte Shows. 2007 geht Tabaluga, anlässlich
seines 10-jährigen TV-Jubiläums,
auf große «Glückstour» durch
Deutschland und Österreich.
Ein Jahr später
feiert Tabaluga
sein 25-jähriges
Jubiläum. Bisher
wurden über vier
Millionen DVDs und
über fünf Millionen
Tabaluga-Alben von Peter Maffay verkauft. 2011 wird dann der erste Tabaluga
Ride im Holiday Park Hassloch eröffnet. Im gleichen Jahr kommt das Album
«Tabaluga und die Zeichen der Zeit» auf den Markt. 2012 geht das neue Tabaluga-Musical,
passend zum Album, auf Deutschland-Tour. Auch feiert Tabaluga
in diesem Jahr das 15-jährige TV-Jubiläum.
KATJA LUX
WICHTIGE TERMINE + DATEN:
• Die LIMA Deutschland lädt am 17. April 2012 wieder zum Tag der
Lizenzen nach Köln ein. DAS Branchenevent des Frühjahrs versammelt
wieder Lizenznehmer, Industrie und Handel. Lizenzgeber und
Agenturen präsentieren ihre Highlights. Über den Tag verteilt, zeigt
die Branche in limitierten Time-Slots von 15 bis 25 Minuten
das Beste aus Brands, Characters, TV-, Kino- und Sportrechten.
Im Anschluss können die LIMA-Mitglieder
das Networking beim exklusiven LIMA-Frühlingsfest
fortsetzen, um über die Eindrücke des Tages zu diskutieren
und natürlich im romantisch-historischen
Burgambiente zu feiern.
• Die kleine Prinzessin ist endlich wieder zurück
IMPORTANT DATES + FACTS:
• On 17 April 2012 LIMA Germany once
more invites licensing experts to their Day of
Licenses in Cologne. THE industry event in
spring brings together licensees and licensors,
industry and retail. Renowned licensors,
rights owners and agencies present current
highlight properties. In tight time slots of
15-25 minutes the industry reveals their best
brands, outstanding characters, and promising
properties from entertainment, TV, movie and
sports. After a long day of information and
business making, LIMA members continue
networking at the exclusive LIMA Spring
Festival, discuss their impressions of the day
and celebrate against the romantic-historic
background of Wolkenburg castle.
• The little princess is back to Germany.
m4e has added the royal heiress to their
large portfolio and is now official contact
for future licensees in German-speaking
territories.
• What is more, Team! Licensing now market
MoshiMoshiKawai and Skelanimals. As
always, interested manufacturers will find
contact details on www.brand-licensing.com.
market focus
Morgen Freeman, and Gary Oldman. The Dark Knight
Rises is supported by a large-scale marketing and
advertising campaign.
Tabaluga und die Zeichen der Zeit
A success story: In 1983 Peter Maffay released the
first of four concert albums: «Tabaluga oder die Reise
zur Vernunft». Ever since, children and parents from
more than 70 countries love Tabaluga. Eleven years
later the first musical «Tabaluga und Lilli» took to
the stage. In 1997 a lovingly arranged game show for
children started airing on ZDF and KI.KA, followed by
season one of the animated TV show. In 2003, Peter
Maffay went on «Tabaluga und das verschenkte
Glück» tour to support his fourth concert album. All
90 shows were completely sold out. On occasion of
his 10th TV anniversary in 2007 Tabaluga set off on
his great “Glückstour” of Germany and Austria. A
year later he celebrated his 25 birthday. Up to date,
Tabaluga sold more than four million DVD and Peter
Maffay over five million Tabaluga albums. In 2011 the
first Tabaluga Ride in Holiday Park Hassloch brought
the world of the lovely dragon to life. The same
year saw the German market launch of the album
«Tabaluga und die Zeichen der Zeit». Now, in 2012
the new Tabaluga musical to the album makes their
tour of Germany and Tabaluga celebrates his 15 th TV
anniversary.
KATJA LUX
in Deutschland. m4e hat die kleine Prinzessin in ihr Portfolio
aufgenommen und ist ab sofort Ansprechpartner für potentielle
Lizenznehmer im deutschsprachigen Raum.
• Team! Licensing präsentiert ab sofort MoshiMoshiKawai und die
Skelanimals. Interessierte Lizenznehmer finden auf www.
lizenzbranche.de die Kontaktdaten.
• Sie möchten weiter auf dem Laufenden gehalten
werden? Registrieren Sie sich für unseren Lizenzbranchen
Newsletter. Einfach auf www.lizenzbranche.
de unter Newsletter bestellen anmelden. Natürlich
steht Ihnen das BRANDORA-Team für Fragen und
Anregungen immer gerne zur Verfügung.
• And of course, BRANDORA and their business
platform www.brand-licensing.com will continue
to keep their interested readers up to date with
latest developments on the German and international
licensing market.
You want to stay up to date with latest developments
on the German and international licensing
market? Simply register for our BRANDORA
Brand Licensing e-Bulletin. Visit www.brandlicensing.com
and hit the “Order our Newsletter”
button. And, of course, our BRANDORA team is
always happy to assist with questions, problems
and suggestions.
Kazachok Licensing Mag’ Janvier - Mars 12 49

Germany
Nina
Die WDR mediagroup licensing GmbH nutzt exklusiv die Radio- und
TV-Programme des Westdeutschen Rundfunks (WDR), des größten öffentlichrechtlichen
Senders Deutschlands. Zusätzlich betreibt die WDR mediagroup
licensing den „Maus & Co.“-Laden in Köln als auch den WDR Onlineshop.
Nina Jäcker kam 2004 zur WDR mediagroup licensing, wo sie ursprünglich in
der Rechtsabteilung tätig war. 2008 wurde sie zur Geschäftsführerin der WDR
mediagroup licensing GmbH ernannt, wo sie 2010 das Geschäftsfeld der
Eigenproduktionen etablierte.
Kazachok: Was sind Ihre stärksten
Lizenzthemen?
Nina Jäcker: Wir sind besonders bei den
Unterhaltungsthemen für Kinder stark.
Das heißt, wir halten Lizenzrechte an
beliebten deutschen Fernsehprogrammen
wie „Der Sendung mit der Maus“, „Der
Sendung mit dem Elefanten“ und „Shaun
das Schaf“. Hierbei agieren wir als beides:
als Lizenzagentur gegenüber unseren
Geschäftspartnern und auch als Hersteller
und Verkäufer unserer eigenen
In-House-Produkte im Zusammenhang
mit den Hauptfiguren. Da
das WDR-Programm sich an
Menschen jeden Alters richtet,
beinhaltet unser umfangreiches
Lizenzportfolio auch Musikaufnahmen
des international
renommierten WDR Symphonieorchesters
und DVD-Veröffentlichungen
hochwertiger Fernsehfilme.
K.: Was werden 2012 Ihre neuen
Lizenzen sein?
N.J.: 2012 werden zwei der WDR-Figuren
für Kinder besondere Geburtstage feiern.
Wenn „Lars der Eisbär“ im Frühling 25 Jahre
alt wird, wird sein Verlag Nord Süd Verlag
eine wunderschöne Anthologie über den
kleinen Polarbären veröffentlichen und unser
Partner Schmidt Spiele GmbH wird ein tolles
Plüschspielzeug auf den Markt bringen.
Außerdem wird es neue Kalender (DuMont
Kalenderverlag), Magnete (Magnetic Image)
und aufblasbare Wasserspielzeuge (Royal
50 Kazachok Licensing Mag’ Janvier - Mars 12
Beach) geben. Zum 55. Geburtstag von „Der
kleine Maulwurf“ wird die Range an Mal- und
Bastelprodukten in Zusammenarbeit mit Edition
A. Trötsch ausgeweitet. Und bei unseren
eigenen Produkten wird es neue Tassen, Stifte
und andere Produkte zu „Die Sendung mit
der Maus“ geben, so dass die Anzahl unserer
In-House-Produkte auf 75 ansteigt.
K.: Was ist Ihre Strategie bei deren
Entwicklung?
N.J.: NUnsere Erfolgsformel ist es,
bekannte und gut etablierte Programmthemen
durch die kontinuierliche
Veröffentlichung von dazu passenden
aktuellen Produkten frisch und jung zu
halten. Klassische Marken mit einer
langen Tradition zeichnen sich durch einen
stabilen und anhaltenden Markenwert aus.
Unser Ziel ist es, deren Nachhaltigkeit und
hohe Qualitätsstandards zu gewährleisten.
Unsere extensive Erfahrung auf diesem
Gebiet ist allgemein anerkannt und macht
uns zu einem attraktiven künftigen Servicepartner
auch für andere Lizenzgeber.
interview
interviewed by V.G.
Jäcker
Geschäftsführerin der WDR
mediagroup licensing GmbH
Interview of Nina Jäcker
Managing director of WDR
mediagroup licensing GmbH
WDR mediagroup licensing GmbH utilizes exclusively
the radio and TV programmes of Westdeutscher
Rundfunk (WDR). In addition, WDR mediagroup
licensing operates a retail shop in Cologne and
the WDR online-shop. Nina Jäcker joined WDR
mediagroup GmbH in 2004 in the law department. In
2008 she became managing director of WDR mediagroup
licensing GmbH, where she established the
business segment of in-house production in 2010.
Kazachok: What are your strongest licensing
properties?
Nina Jäcker: We are specifically strong in the area
of children’s entertainment, thanks to “Shaun the
sheep” and others. Here, we function both as a
grantor of licenses and as a creator and vendor of our
own in-house products associated with the main characters.
Since the plurality of the WDR programme
addresses people of any age, our extensive licensing
portfolio also includes music recordings and DVD
releases.
K.: What will be your new licenses in 2012?
N.J.: In 2012, two of the WDR’s children’s characters
celebrate remarkable anniversaries. When “Lars der
Eisbär” turns 25 next Spring, the publishing company
Nord Süd Verlag will produce a beautiful anthology
and our partner Schmidt Spiele GmbH will come up
with a neat plush toy. There will also be new calendars
(DuMont Kalenderverlag), magnets (Magnetic Image)
and inflatable water toys (Royal Beach). On the occasion
of the 55 th anniversary of “Der kleine Maulwurf”,
we will extend the range of painting and handicraft
items in cooperation with Edition A. Trötsch. And we
will make new cups, pens and other, which will raise
the number of our in-house products to 75.
K.: What is your strategy to develop them?
N.J.: Our formula for success is to keep wellknown
programme brands fresh and young
by continually releasing up-to-date products.
Classic brands with a long lasting tradition excel
a particularly firm and enduring brand value. It
is our aim to ensure their sustainability and high
quality standards. Our extensive experience in this
field is generally acknowledged and contributes
to our appeal as a future service partner for other
licensors as well.

Germany
n The Little Prince leather goods
• Licensee: Stratic Lederwaren
• Launch: Spring 2012
• Territories: Germany, Austria,
Switzerland
• Licensor: SOGEX / Euro Lizenzen
n Power Rangers
Samurai Magazine
• Licensee: Blue Ocean
Entertainment AG
• Launch: January 2012
• Territory: Germany
• Licensor: Saban
Brands LLC / Copyright
Promotions Licensing
Group GmbH
52 Kazachok Licensing Mag’ Octobre - Décembre 11
n TinTin “Don´t worry Game”
• Licensee: United Labels AG
• Launch: January 2012
• Territories: Germany, France
and Benelux
• Licensor: The Licensing
Company Germany GmbH
products hall
n Peanuts silk scarf
• Licensee: Codello Lifestyle
Accessories GmbH
• Launch: Spring 2012
• Territories: Europe, North
America, Australia, Japan,
China, Russia
• Licensor: Peanuts
Worldwide / Team Licensing
n Spider-Man
car accessories
• Licensee: Kaufmann
Neuheiten GmbH
• Launch: Spring 2012
• Territories: Germany,
Austria, Switzerland
• Licensor: The Walt
Disney Company

preview, © Bruno Sabastia, Fotolia. Organisation SAFI, filiale des Ateliers d’Art de France et de Reed Expositions France
Influences maison
Home influences
20-24 Jan. 2012
Paris Nord Villepinte
www.maison-objet.com
Le salon de la mode-maison
Salon réservé aux professionnels
The show for home-fashion
Trade only.
Tél. 08 11 04 00 96 (prix d’un appel local)
maison-objet@badgeonline.net

International
A new DTR deal for
the Artlist Collection
The Dog and Friends is the
photographic franchise featuring
an adorable collection of
animals - The Dog, The Cat, The
Pig, The Hamster, The Rabbit
and The Duck. All the properties
are based around expressive
pictures of the animals, which
are taken using a fish-eye lens to
produce a trademark 70:30 headto-body
ratio. 2D images have
also recently been added to the
style guide that are particularly
appealing to young children and
make sure the brand appeals
to everyone from toddlers to
grandparents.
The franchise is handled by 4
sight licensing and has been
successfully extended into a
vast range of sectors, including
loyalty programmes, publishing,
greetings, digital, promotions,
apparel, games and housewares.
A recent DTR deal with GIFI in
France will see a vast range of
products based on The Dog -
including gifts, bedding, plush,
pet accessories, bags, stationery,
melamine and toiletries - go on
sale in the retailer’s stores across
France, Belgium, Italy, Spain and
Morocco.
54 Kazachok Licensing Mag’ Janvier - Mars 12
2dream launches subsidiary Square Licensing
2dream Licensing announced the launch of
Square Licensing, a newly-formed licensing
agency dedicated to Luv Me Buddies, with offices
in London, Paris and Hong Kong.
Armelle Madelin, commented ‘Square Licensing
is a joint venture company held between 2dream
& toy & retail experts, the combined talents and
experience of which will have great strength in the toy and retail sectors. Reaction to the launch of
Luv Me Buddies has been so strong amongst licensees and retailers that it makes sense to form a
company dedicated to the brand its characters’.
Square Licensing, overseen by 2dream, will manage licensing rights for Luv Me Buddies and Luv Me
Baddies in mainland Europe and Southeast Asia (China, Hong Kong, Taiwan, Macao, Singapour) and
is expecting to announce deals with major pan-European & Chinese retailers very soon.
Lulu Zipadoo’s licensing program is developing
France Télévisions Distribution already holds the international rights
to Lulu Zipadoo’s Season 1 and the agent just announced they
acquired the global rights for Season 2 of the series produced
by Mondo TV France, with the participation of France Télévisions.
As the property’s international agent, France Télévisions
Distribution manages the sales, development of the
licensed products and video developments for all
territories. The appointment of 2 sub-agents was
recently disclosed: BBC Worldwide will handle
the UK and Ireland, while Mondo TV Consumer
Products will be in charge of Italy.
In France, the series already attracted a dozen
licensees and Jemini just signed a pan-European
contract. The company’s director Thierry Bertoux
was enthused by the character: « I was already
familiar with the book and really liked this original
character. I was enthused by the TV adaptation for it completely respects
the initial work’s spirit. » The first soft toys will be available by the 2nd semester of 2012 with other
products from Hicarex (art and craft), Clementoni (board games), Gladius (loto domino), Sun City
(apparel), Tennessee (back-to-school) et Pik&Roll (outdoor).
Licensing New Europe Becomes Licensing@Russia!
The organisers of the Licensing New Europe
Show & Conference (LNE) have announced
that the 2012 show will be called Licensing@
Russia and will take place in Moscow on March
14-16, with the venue set to be confirmed soon.
Licensing@Russia will carry on from where
LNE left off - promoting the role of licensing in
the New Europe region, an area comprising 35
countries across Central, Eastern and Southeastern
Europe, Russia and CIS. Last year’s
event attracted more than 350 participants.
news
The 2012 show promises an insight into the vast
and vital Russian & CIS market, and boasts a
programme of leading company and property
presentations, screenings, panel discussions,
workshops and educational sessions. The timing
of the show will coincide with many other hugely
important events taking place in Moscow at the
same time - these include World Food Moscow
and the Specialized Exhibition of Services for TV
and Cinema Production, but most importantly
Детство/Toys&Kids Russia 2012 and the
Скрепка/Skrepka International Stationery Expo.
Licensing@Russia is being organised by a
partnership of Creata Ltd and the Magnum Opus
company.

International
market focus
Point of view of Eurodata
Forever Young:
Classic Kids Shows
>While each generation of kids embraces new characters
and new formats, there are also some stories and ideas
that just never seem to get old, reinventing themselves
to enchant children today as they did their parents before them.
From local factual institutions such as Blue Peter in the UK and
Die Sendung mit der Maus in Germany, to the classic cartoons
of Disney and Hanna-Barbera, these titles have all succeeded in
retaining their instantly recognizable character, whilst continually
renewing themselves to stay fresh and appropriate for each new
generation of fans.
At a time when industry players are less willing than usual to take
risks on new formats, the idea of a taking on an already well-loved
character is obviously tempting. Among the many recent examples
of this is Babar and the Adventures of Badou, a 3D animated series
based on the Babar character. The show has been sold in Canada,
Australia, the UK, the US and Italy, and over the first semester of
2011 it was the 10th best performing children’s format in France
among 4-10 year olds, with 205 900 watching on average for a 27.6%
share on this target.
While children especially (although by no means always) in Eastern
Europe continue to greatly appreciate classic cartoons in
their original formats, with series from the
70s, 80s and 90s or even earlier continuing
to enrapture viewers, updated versions of
old hits are making headway in Western
Europe and the US.
Scooby Doo, having first appeared
on our screens back in 1969, is still
pulling in viewers around the world
today. Over the first semester of 2011,
various incarnations of the property were
ranked among the top 15 children’s
shows in markets as diverse as the UK, France, Russia, Spain and
Poland. In Russia, for example, the 1980s formats The New Scooby
Doo Mysteries was the second best performing children’s title over
the semester with 401 400 children 4-15 watching on average for an
impressive 43.6% market share (CTC). Older versions also appealed
in Poland, whereas in the UK, France and Spain it was the 2000s
revamp What’s New, Scooby Doo? That earned the property its
places in the top rankings.
Similarly, the Looney Tunes continue to go from strength to internationally,
with both Baby Looney Tunes and Loonatics Unleashed (both
Clan) appearing in the top 15 kids’ series in Spain over the first half
of 2011. This has inspired Warner Bros. to keep the series coming
with The Looney Tunes Show out this year on Cartoon Network in
the US, which is a sure bet to be snapped up by networks around the
world happy to play is safe with new acquisitions! The retro trend
doesn’t stop with animation however: the updated Power Rangers
were placed ninth in the US top ranking over the first semester of
2011, with an average audience of 1.4 million children aged 2-11 for
a 17.3% share (Nickelodeon).
If the past is proving an endless source of inspiration for broadcasters,
it is not surprising that kids continue to turn to these shows
for the same reasons that they loved them in the first place: great
concepts, characters and storylines appeal both across the decades,
and across the world.
CLAIRE MITCHELL
Sources: Eurodata TV Worldwide / Médiamétrie / Nielsen Media Research / Auditel / TNS
Kazachok Licensing Mag’ Janvier - Mars 12 55

International
K.: What are your
strongest properties?
L.T.: The evergreen
properties such as
Dora the Explorer and
SpongeBob SquarePants have always done
well in the French market. Dora has sold over
12 million books in this market alone, that’s
more than one book per French child, and TF1
video recently released new Dora the Explorer
DVDs with beautifully embossed sleeves that
make them desirable for
collectors and keep the
title fresh.
56 Kazachok Licensing Mag’ Janvier - Mars 12
K.: What will be your next hit?
L.T.: Along with our partners we’re very excited
about the upcoming return of Teenage Mutant
Ninja Turtles which will be a core focus for us in
2012/2013. Also on our slate in our ‘Something
for Everyone’ portfolio will be hot new teen/
tween property Victorious which has already
turned into a smash hit for Nickelodeon after
a relatively recent launch. We’re excited about
bringing a new line of Victorious apparel and
electronics etc to the French market.
strategy
interviewed by V.G.
Nickelodeon
European executives’
points of view
K.: What are your
strongest properties?
A.N.: As with so many
other teams, Sponge-
Bob SquarePants
is one of our strongest titles topping
broadcast ratings in Germany. We’re
particularly excited about the relaunch
of Dora the Explorer consumer products
over the next year that will see a completely
re-vamped and diverse product
offering and a whole new consumer products
programme roll out. The MTV brand
also continues to perform well for us in
Germany as part of the VIMN ‘Something
for Everyone’ offering. Our live-action
series, such as iCarly, Victorious and
Laurent Taieb Vice President, NCP South, covering France, Italy, Greece
based in Paris
Big Time Rush are also becoming very
strong properties for us with huge success
across the teen/tween press.
K.: What will be your next hit?
A.N.: Product innovation is key for new
properties (as well as keeping more
established ones fresh) and we’re particularly
excited about some of the products
we’re developing in the consumer
electronics category such as the electric
toothbrushes that Lutter & Partner is
creating for example. In the toy sector we
also have a really exciting new product,
the SpongeBob SquarePants Carrera
Slot Cars from Stadlbauer – to name only
two products. In terms of titles, there is
no doubt that the return of the Teenage
K.: What makes you different from the
other European offices?
L.T.: While sharing the core objectives of NCP’s
international offices of course, we also find
that in this market particularly we’re currently
seeing high-end design filter down into mass
market products. As well as current projects,
in the past we’ve collaborated with a number
of high-profile designers such as ATELIERS
RUBY, CORINNE COBSON, and RTOWN to
create specific lines around properties such as
Dora the Explorer and
SpongeBob Square-
Pants.
Andreas Niedergesäss Vice President, NCP North, covering GAS,
Benelux, Nordics operating from Berlin and Dusseldorf
Mutant Ninja Turtles will create a lot of
excitement amongst new and die-hard
fans alike.
K.: What makes you different from the
other European offices?
A.N.: In Germany we have one of the most
diverse and varied Retail markets in the
world. There are less hypermarkets but
lots of NTOs/discounters positioned in
different ways to other European countries.
In terms of our consumers, they are more
conservative when it comes to licensing
than in France, Iberia and Benelux or the
Netherlands. It’s crucial that we invest
even more time to establish our properties
but once they work they tend to perform
incredibly well.

International
K.: What are your
strongest properties?
J.M.C.: SpongeBob
SquarePants and
Dora the Explorer are
evergreen animation and preschool shows
for our company that have only recently
launched in the Spanish market so we see a
lot of room for growth with these properties.
SpongeBob SquarePants consistently ranks
as a top three hit show and it has become our
most successful property for the last 2 years
exemplified by the fact that over 1million
SpongeBob SquarePants books sold in just
10 months since launch. In the toy business
SpongeBob SquarePants has been one of the
most successful licenses during 2010/11.
K.: What are your
strongest properties?
D.F.: SpongeBob SquarePants
and Dora the
Explorer remain global
icons and
as such it’s always a focus for us
to keep them fresh and interesting
for consumers and to maintain
our sales momentum. We also
focus on our MTV adult portfolio
including MTV Logo, South Park,
K.: What are your
strongest properties?
D.F.: Our evergreens,
Dora
the Explorer
& SpongeBob
SquarePants, always perform well
for us, but in addition to these we are
anticipating real potential in the teen/tween
market with live action properties such
as Big Time Rush and our hot new series,
Victorious, both of which have proven to be
ratings-winners for the network.
José Maria Cendra Vice President, NCP Iberia
based in Madrid
K.: What will be your next hit?
J.M.C.: New teen/tween properties Big Time
Rush and Victorious both launch on free-to-air
this October in Spain via TVE so we’re anticipating
a rise in interest around these titles and
this also supports our plans around associated
fashion, electronics and gifting launches in the
coming year. For kids Fanboy & Chum Chum
is going to beat all records in some product
categories thanks to incredibly strong ratings
and audiences on free-to-air TV.
Dan Frugtniet Director, NCP Emerging Market
based in London
Beavis & Butthead, Teenage Mutant Ninja
Turtles Retro and Jackass.
K.: What will be your next hit?
D.F.: Teenage Mutant Ninja Turtles is the big
new hit in the pipeline across all markets but
we predict the educational preschool
show Team Umizoomi will
also do well for us. Sitting alongside
these titles in our ‘Something for
Everyone’ portfolio are new live
action properties Victorious and Big
Time Rush.
K.: What will be your next hit?
D.F.: Like many of the other consumer
products offices
around the world,
we’re extremely
excited about
bringing the
Teenage Mutant
Ninja Turtles line to
market in 2013 but in
the meantime we’re
looking forward to
the new Victorious
strategy
K.: What makes you different from the
other European offices?
J.M.C.: There are a number of differences but
just like our colleagues across every NCP office
we have a very robust and fruitful partnership
with local free-to-air broadcaster TVE – Clan
TV – and we ensure that we maximize our
social media activities. Add to this our strong
relationships with key Spanish retailers, the
way we carefully select partners to develop
and sell our products, the keen eye for detail
in terms of design, quality and distribution we
have a solid foundation from which to build.
Probably our biggest difference is that we’re
lucky to have very open minded consumers
in our territory which means they tend to buy
products as soon as they become popular.
K.: What makes you different from the
other European offices?
D.F.: There’s a lot of diversity and growth
potential in the EM region and very little
cross-sell so it’s a very wide spread of
markets and disciplines to cover. This does
give great scope for innovation and holistic
franchise management though so there are
continually lots of exciting opportunities and
the Nickelodeon & MTV brands continue to
perform well.
Mark Kingston Vice President, UK & Australia and European
Retail Development, NCP based in London
ranges across toys, electronics, stationery
& apparel as well as new girls animated
property Winx Club.
K.: What makes you different from the
other European offices?
D.F.: Following a recent expansion of the
UK team, we now have a greater number
of retail sales & marketing professionals
working on creating innovative solutions &
events for retailers. A key element to this
process is utilising the network’s multiple
brand touch-points to build strategic
campaigns to drive awareness and sales.
Kazachok Licensing Mag’ Janvier - Mars 12 57

International
58 Kazachok Licensing Mag’ Janvier - Mars 12
interview
Vauthier-Cellier
Managing Director of
4Kids Entertainment International
and 4sight licensing solutions
Sandra Vauthier-Cellier has been heading up 4Kids Entertainment International and 4sight licensing solutions since 2008 for the EMEA operation.
Sandra started her career in the FMCG sector in France before moving to the retail industry, where she headed up marketing and communications
at household appliances, TV and computing group BT Lec, part of E.Leclerc. Her first taste of the licensing industry came after joining The Beanstalk
Group in 2000, where she worked on global brands such as Coca-Cola, Harley Davison and mary-kateandashley. She currently oversees a team
that covers sales, retail and promotions, marketing and acquisitions across EMEA and has been instrumental in developing brands such as
Teenage Mutant Ninja Turtles, Dinosaur King, Yu-Gi-Oh!, Artlist Collection: The Dog and Friends, Chicaloca and The Kennel Club and Crufts.
Kazachok: Can you present us the
activity of 4 Kids?
Sandra Vauthier-Cellier: We are a
diversified entertainment and media
company with operations in Licensing,
TV & Film Production and Distribution,
Advertising Media and Broadcast. We
have headquarters in New York City, with
the EMEA office based in London, and
have business relationships with clients
around the world.
We manage global brand development
and merchandise licensing for children’s
television properties and product
concepts and are consistently ranked by
industry media and analysts as a leading
authority in the licensing and marketing
of children’s brands. We have a strong
track record in managing licensing
rights for the hottest kids’ properties and
have brought amazing brands such as
Pokemon, Teenage Mutant Ninja Turtles,
Yu-Gi-Oh! and Cabbage Patch Kids closer
to market.
K.: How is the company structured?
S.V-C: 4Kids Entertainment International
is the London-based international office
of 4Kids Entertainment (NYSE: KDE). We
have a very strong relationship with 4Kids
US whereby we share best practices and
look at joint business opportunities.
4sight licensing solutions is a division of
4Kids Entertainment International that
has been set up to specifically focus on
Sandra
the marketing and licensing of brands
geared primarily to older audiences.
K.: What’s new in your portfolio?
S.V-C: We have started representing
Max Adventures, which is aimed at 6-10
year olds and is currently making a
mark across Europe; a TV show has been
snapped up by key European broadcasters
and a Max Adventures ice cream range is
interviewed by V.G.
proving extremely popular.
Both 4Kids and 4sight are enjoying
success with new licensing deals across
our properties. We have signed up a
host of new partners for brands such as
Chicaloca, Artlist Collection: The Dog and
Friends and The Kennel Club and Crufts.
Other important news concerns our
partnership with Lux Vide and Rai in Italy
– we will now be acting as their master

International
> The Extraordinary adventures of Jules Verne
licensing agent for The Extraordinary Adventures of Jules Verne, a
new TV show coming in 2013.
We are also now representing Beast Keeper, a new TV show from
Mondo TV in Italy.
K.: Why did you create 4sight?
S.V-C: 4sight licensing solutions was established in 2006 in order to
create a division within 4Kids that could reach new age groups such
as teens, adults and families as well as extend into new categories.
The brand extension strategy and business model are both very
different due to the positioning of 4sight brands, which cover lifestyle,
fashion, art and trademarks.
We have already enjoyed considerable success with this remit;
having creative and talented people within 4sight who
are experienced in working with brands aimed at an
older demographic puts us one step ahead of other less
specialised agencies.
K.: Which properties are under 4sight?
S.V-C: 4sight licensing solutions represents Chicaloca,
The Kennel Club and Crufts, Artlist Collection: The Dog
and Friends and Pachanga.
Chicaloca is an aspirational fashion brand that is proving
particularly successful, with toiletries, cosmetics, gift and
accessories lines from various licensees having recently
launched across all BHS stores - a leading department
store in the UK and Ireland.
Artlist Collection: The Dog and Friends is also experiencing
ongoing success. In spring this year (2012) GIFI - a leading
mass-market retailer in France - will launch a huge range of
The Dog products that will really connect with consumers and
boost the retail presence of the brand.
In addition, we have built up a very strong licensing
programme for The Kennel Club and Crufts with a
wide range of pet products. We are focussing on all pet
owners including children, through which we reach a new
target demographic and ensure the next generation of pet
owners identifies strongly with both brands.
interview

International
Kazachok: Would you introduce Studio 100 for
our readers?
Marie-Laure Marchand : Hans Bourlon and
Gert Verhulst started Studio 100 in Belgium in
1996 and have had the same motto ever since:
entertaining children and families thanks to a
360 ° approach.
Nowadays, Studio 100 employs 1,000 people in
its own production studios where it produces
TV programs and movies for children.
Little by little the company’s scope widened to
encompass producing numerous yearly live
theatrical and musical shows adapted after its
leading properties. The shows are extremely
successful and usually sell out.
The company also opened various departments
under its own label: publishing, DVD,
video games, music and merchandising. Thus,
it launches some 870 licensed products each
year that are labeled Studio 100. However, the
company also signs licensing deals for certain
categories.
Finally, the group owns 5 theme parks called
Plopsaland that are dedicated to showcasing
our different properties. There are 3 parks
located in Belgium, 1 in the Netherlands and
1 in Germany.
A number of properties are very established
and active locally such as Plop the Gnome; K3
a teenager band of 3 female singers; super
heroin Megamindy; or House of Anubis, a
successful teenager series, etc.
K.: Are these properties present on international
markets?
M-L.M.: After becoming a major figure in
the Benelux, Studio 100’s goal is to develop
60 Kazachok Licensing Mag’ Janvier - Mars 12
interview
Marie-Laure
Marchand
Studio 100’s International Licensing Manager
Marie-Laure Marchand was appointed by Studio 100
to handle the studio’s properties internationally to the
exception of Benelux, Germany, Austria and Switzerland
that are directly managed by local offices and the territories that Planeta Junior handles
for Maya the Bee, Vic the Viking and Heidi.
The team she leads focuses particularly on Eastern Europe, the Middle East and Latin
America. Marie-Laure also handles a number of multi-territory deals. Let’s have a look
at a company that is expanding...
internationally.
The House of Anubis is a perfect illustration of
our globalization. We kept the series’ concept
but shot new episodes in German and English
with local talent for Germany and the US. The
method proved very successful.
We have already produced 3 seasons for
Germany where a full-length film will premiere
in April 2012.
Nickelodeon developed the
series for the US and international
markets. Season
1 began successfully
running on Nick US back
in January 2011 as well as
all in the territories where
the network broadcasts
internationally. Season
2 will begin running by
the beginning of 2012.
interviewed by V.G.
Nickelodeon handles the licensing rights for
the English-speaking territories and Studio
100 handles the rest of the world. Up to date we
already have some 30 licensing partners.
K.: How did Studio 100 get involved in
animation?
M-L.M.: One of Studio 100’s goals is to ensure
its properties exist lastingly in all fields and one
of the ways of achieving this goal was adapting
them as animation series. When Studio 100

International
bought a German group in 2008, the purchase
allowed us to enlarge our children’s catalogue
with amongst others Maya the Bee, Vic the
Viking or Heidi, which all have real international
legitimacy. It seemed logical to produce
new CGI versions of these classic series so that
today’s kids could discover these cult series.
K.: What is the activity of Studio 100’s
Parisian office?
M-L.M.: The Studio 100 Animation subsidiary
was opened in Paris in 2009 to create new
* Survey conducted by Studio 100 Media - Germany, 2010
animation series. We are currently producing
a new 78x11’ 3D Maya the Bee series.
Our next project will be Vic the Viking, and
then Heidi in 3D. The branch office only
opened 3 years ago and it now employs 60
people!
K.: What’s happening for Maya the Bee?
M-L.M.: Maya will celebrate her centennial in
2012. In Europe her recognition rate is over
90%. Grandparents, parents and children
are familiar with the character since the
2D animated series was broadcast on 136
networks in 120 countries!
interview
We are currently producing a new 78x13’ 3D
series with our partners TF1, Tiji and ZDF.
Delivery is scheduled for the end of 2012/
beginning of 2013.
Before the series is even finished, he
has already been presold in numerous
territories.
In terms of licensing the main territories
are: Europe, Eastern Europe, the Middle
East and Latin America. Maya already has
over 180 licensees. The licensees who are
already developing their products after the
Classic Maya graphic charter will be able
to adapt their visual creations during 2012
thanks to the new Maya 3D graphic charter.
Therefore the main categories are already
seen to and we have very important partners
in the publishing field - Planeta, De
Agostini, Vemag, Panini, Egmont, Hemma,
Nathan, Albin Michel, etc. – as well as toys:
IMC Toys, Lansay, Smoby, VTech, Educa,
Clementoni, etc.
Studio 100 is promoting Maya in other ways
like the Mayaland attraction in Belgium that
spreads over 3,500 indoor square meters
dedicated to the character’s world, a live
show in store for 2013 and a 3D film project!
K.: And what about Vicky the Viking?
M-L.M.: This hero appeared for the 1 st time
in 1963, as a creation of Runer Jonsson. In
1974, Maya’s adventures were adapted for
TV as a 2D series.
We are producing a new 78x13’ series
currently in pre-production in our Parisian
studio. The series targets boys 6 to 10 years
old: it is scheduled for delivery by the end of
2013. Our broadcast partners are TF1, Tiji,
ZDF, Channel 10 and ABC in Australia.
The property is well known and very present
in Germany where it has been breaking
news for 35 years with over 60 licensees.
Panini publishes a bimonthly magazine that
sells 145,000 copies. In September 2009,
Studio 100 launched a Nintendo DS game
that sold 40,000 units, with a new version
launched in September 2011.
In Germany Vicky is 6 to 7 year-olds 4 th
favorite character.*
We will relaunch this property internationally
with the new 3D series, which is more
modern and dynamic. Broadcast is already
guaranteed in a number of territories and
we are currently seeking licensing partners
for publishing and Toys & Games categories.
Kazachok Licensing Mag’ Janvier - Mars 12 61

International
When toys
become
properties!
62 Kazachok Licensing Mag’ Janvier - Mars 12
trends
>
Beyblade, Barbie, ZhuZhu Pets or
Gormiti are toys our little ones know
extremely well. They enjoy high media
visibility and sometimes much more since a
number of theses hot selling must-haves benefit
from a finely tuned licensing strategy. Indeed,
rights owners create visibility and make sure it
lasts by introducing new pro ducts, TV series,
websites, etc. Here come a few examples of
success stories!
Gogo’s Crazy Bones, a true phenomenon!
Rob Corney, Managing Director of Bulldog Licensing
In a single twelve month period, there were over 250 Million packs of Gogo’s sold around the world. When it was
launched in March 2008, in both Spain and the UK, Gogo’s appeared in Licence Global’s list of the top 125 licensed
brands based on retail sales value and grew to become the biggest-selling collectable toy in the UK, Spain, Germany,
Benelux, Australia/New Zealand and South Africa. In more recent months, Gogo’s has seen its full market release in the
US where it has taken the market by storm, dominating the collectables charts in Walmart, Walgreens and Target.
Over 50 licensees are now on board around the world and there were successful retail promotions with Carrefour and
C1000. The promotion with C1000 in Benelux was so successful that it added 5% to the bottom line of the retailer.
Kazachok: Why Gogo’s has become so successful?
Rob Corney: I think success can be predictable based on a number of factors: excellent design, excellent product,
excellent distribution and market routes... Gogo’s has all of these in abundance. Gogo’s look great, they
are extremely tactile and have underlying character values. The concept is scalable. It works on apparel,
toys, books, etc., so it is constantly being refreshed and the collectable product that drives the brand is
excellent value for money at 99p for 3 Gogo’s, giving kids a good return for their investment and a feeling
of instant gratification as you can play games straight away with 3 figures.
Gogo’s is being handled by TF1 in France and looking worldwide, we have some very high profile activity
launching through 2012 which includes additional licensed lines across our key territories, new territory
launches and very strong support activity.
As well as the continuing growth of the core Gogo’s brand as a non-media property, we launched the
Gogo’s TV series at Mipcom this year and had an incredible reaction from all of the major networks.
Zhu Zhu Pets toys: a phenomenal hit
ZhuZhu Pets was first introduced in 2009, and has grown from the original four interactive hamsters into an International
Licensing Program. Lisle International was appointed in 2010 to manage the licensing program outside of North
and South America and has signed up key partners such as the Giochi Preziosi Group for mainland Europe (excluding
the UK) as master toy licensee. GP led the program with key categories outside the toy line such as Back to School, or
Plush and Puzzles. In the UK, Master Toy Licensee, Character Options, has been instrumental in establishing
the brand and has now been joined by other key category licensees including Grossman for Outdoor Play,
Inspiration Works for Electronics, and Blues Clothing for Apparel. The recent global distribution of the first
ZhuZhu Pets Movie, released on DVD by Universal Pictures, has marked a new era for the property bringing
the ZhuZhu Pets characters to life! This is the first in a trilogy of movies to be released. Publishing has also been
an important category in reinforcing the popularity of the characters and opening up even more opportunities
for existing and future partners. Egmont Publishing is on board in the UK and Hachette and Grani& Partners are
key figures of the program in France and Italy. With this and more to come, there will be plenty to look forward to with
ZhuZhu Pets throughout 2012 and beyond.

International
products hall
Zoobles and Bakugan, from toys to licensing…
Maria Rosaria Milone, Commercial Director, Licensing
Consumer Products & Live Events, Turner CN Enterprises
Turner CN Enterprises is managing the licensing rights for Zoobles and
Bakugan. Spin Master has launched Zoobles, aimed at girls aged 6-8 years,
across EMEA with hundreds of unique Zoobles to collect throughout 2011.
Turner CN Enterprises will launch a licensed product range across EMEA
in 2012. This brand combines the desire for collectability, unique graphic art
style, and new ways to play. After Spin Master’s global promotion
with McDonalds, the licensor has secured deals with Ravensburger
(games and puzzles), Activision (videogame) and D’Arpeje
(sporting goods). Turner has also signed stationary and paper
goods deals with Sun Decorations B.V. and Frajodis NV in the Netherlands and Hatber-M in Russia. Zoobles
reached #2 toy in its category in the UK and France – where it also received the ‘Toy of the Year Award’ accolade.
The licensing program will benefit from the launch of over 55 new Zoobles in Spring 2012, 3 new TVC’s,
more ways to play and more magical features.
Bakugan is based on the three television series and the licensing program, which is aimed at boys aged 6-12
years and boasts over 300 licensees. With over 200 Million products sold up-to-date, 300,000 DVDs sold and a
plethora of awards, Bakugan is consistently ranked in licensed properties Top 10.
Kazachok: Why are those toys successful in licensing?
Maria Rosaria Milone: Zoobles is unique on the market, offering girls a collectible toy that focuses on core
girl play patterns – nurturing and personalization. The character design is distinctive, simple and colorful
and transfers well onto product. Bakugan’s appeal is the game play and innovative toy range. The brand is
continually reinvigorating itself with new strategic game play. We saw magnetic balls first in Season 1, then
traps in Season 2; Season 3 will introduce battle gear and sky raiders during Spring and Fall 2012 and there will be more
to come with the latest Season, Mechtogan. We recognized that beasts were proving to be more popular on licensed
products so the new creative direction has moved away from adult characters to focus more on beasts.
Zodiak Kids - 2 properties from the world of toys
Two years ago Marathon Media launched Gormiti with licensing partner Master Toy Giochi
Preziosi. Thanks a common strategy for the toy, TV and the licensed products, Gormiti was a real
success in all three fields. The producer’s next hit will be Redakaï. A 52x13’ 2D series is currently
being developed with co-producer Spin Master that will launch a novel card game in 3DMatik
along with the TV series. Childs will not only collect cards but battle. The series will be available on
Cartoon Network internationally during the year and on Canal J and Gulli in France. Agents have
been appointed around the world: UK (Cartoon Network), Italy (Teamworks), GAS (glam), Benelux
(CPLG), Spain, Portugal, Greece (Planeta Junior), Scandinavia (NLC), Russia (Plus Licens), Poland
(ELC), Turkey (Lisans AS), Israël (LDI), South Africa (Revolution), Australia
& New Zealand (Stella Projects).
Patricia de Wilde’s POV – Head of Licensing
One of the strong features of properties that stem from toys is manufacturers’
media strength. Indeed they invest heavily in advertising
so the toys quickly become unavoidable, which attracts licensees.
However the life cycle of a toy and a property are different. Very
often toy brands take off very quickly but go down very quickly also
before even had time to establish their licensing program. That is why it is more and more
frequent to include a Master Toy as soon as the property is created and even to work with
the Master Toys on a co-production basis. That is why we team up more and more with toy
manufacturers beforehand to coordinate and fine-tune marketing strategies and work on
establishing the brand on the long term. That was how we delt with Gormiti and Redakai.
Kazachok Licensing Mag’ Janvier - Mars 12 63

64
International
trends
Beyblade, a 360° strategy development
Nelvana handles the rights for the Beyblade phenomenon.
Their objective is to increase this property in
2012, 2013 and beyond. 10 years ago, Beyblade took
the world by storm. Over 80 Million Beyblade Tops sold
worldwide. By 2012 it will be launched in 50 countries.
Over 200 partners are now on board and the full merchandising
program was launched fall 2011.
Beyblade is the number 1 boy action brand in Europe
(NPD ePoS Retail Tracking YTD June 2011). The secret
is simple. This brand has key characteristics, which
make it very powerful: TV series with new content,
new Hasbro products, European activities, new online
presence and world championship.
Indeed the 102x26’ TV series is very well broadcast all over the world and the 3 rd season “Beyblade Metal Fury” is
now in production and planned for fall 2012.
Master toy Hasbro innovates constantly with the introduction of a new segment each year in this category with
the respect of the 3C rule “Collect! Customize! Compete!”. They plan to launch new products until 2014. They are
developing products outside of the Beyblade core business: role-play, figurines, board games…
The merchandising program is tremendous. The objective being to maintain and diversify it during 2012, 2013 and
beyond. There is a huge Beyblade website community with over 4.4 Million unique visitors and 5.9 million page
views on www.beyblade.com and also 42,000 fans on Facebook. The World Beyblade Championships will be held
in Spring 2012. Over 30 countries will participate, and one winner from each country will be sent to the World
Championships tournament to compete for the title of #1 Blader in the world. Social Media is a key component of
promoting the World Championship and the content the event will generate. These tournaments help to establish
membership and community.
A leading figure on the toy market,
Mattel develops properties for licensing
The main brands that Mattel develops as licensed products are Barbie, Hot Wheels Fisher Price and recently
Monster High. The dolls were launched in France in March 2011 and sales are already bigger than Mattel’s Disney
Princesses. The brand already has gone beyond the toy world by producing Webisodes content, Panini Magazine
and books as well as licensed products, with many more planned during 2012. They will be sustained by the
release of a DVD for the end of the year period.
Nathalie Albaladejo’s POV - Head of Licensing France
Children are already extremely attached to their toy brands so it’s normal for them to enjoy finding theses brands
in other categories as a continuation of their game environment in their daily lives. Furthermore children love
to have fun and exciting experiences with their favorite heroes. That is why we organize events that enable kids
to experience unique moments, which grant our properties further importance. For instance in November 2011
we organized Barbie workshops in Paris that attracted 6,000 little girls. For little boys we created a Hot Wheels
teem that performs stunts on motorcycles and bikes, which they discovered during the last Kidexpo fair end of
October in Paris. All of these promotions make the toys come to life and we are currently working on all kinds of
fun projects for 2012 to make our brands exist in the world of children.

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International
66 Kazachok Licensing Mag’ Janvier - Mars 12
law
Intellectual Property
Management
It’s all about the details
Everybody signs contract but only a few
carefully read the content. Unfortunately,
it’s all about the details.
And this is the most challenging
issue we come across when performing
compliance audits.
According to most license agreements,
a Licensor shall have the
right from time to time, during
normal business hours, to audit
Licensee’s transactions over a certain
period. To do so, the Licensor
appoints an audit firm to conduct a
compliance audit.
Therefore, the Licensor sends a notification
to the Licensee and explains his
intention to perform an Audit. Once on
site, Auditors perform a set of monetary
controls (e.g. ensure royalty completeness,
verify promotional spent) and
non-monetary controls (e.g. check that
products sold are approved by Licensor
or verify that manufacturers are duly
authorized, etc.).
Subsequent to this fieldwork conducted
at Licensee’s premises, Auditors take
over all the findings in a recap Audit
report. The report is sent to the Licensor
for review and ultimately, the Licensor
liaises with the Licensee to ensure a swift
and amicable resolution of each of the
findings.
Trust is good, control is better
-Vladimir Ilitch Oulianov-
Insight Licensing Services s.a.s is an experienced forensic licensing
audit & compliance firm that performs royalty and compliance
audits throughout the world.
Clément Franceschini, EMEA Partner, shares his view of the market
in this following article.
An audit is not a CSI or a police inspection,
it is a compliance assignment to establish
whether Licensees comply (or not) with
90% of audits
performed show
significant monetary
findings…
the terms of their license agreements.
For information, a compliance / royalty
examination do not fall under regulatory
requirements conducted by external
auditors. Yes, in some instances, such
controls are negatively perceived by the
Licensees as it looks like lack of trust. But
to some extent, this is contradictory.
Indeed, most companies trust their
employees but still verify their expense
claims!
So why auditing?
From a statistical perspective, 90% of
audits performed show significant monetary
findings resulting from clerical or accounting
errors or omissions. Obviously,
some findings are harmless. For instance,
when a copyright logo is not affixed on a
T-shirt label, it is not a big deal. Though,
when 10 articles are missing from the
last 3 years royalty declarations, or when
unauthorized deductions are applied to
the royalty reported, it does matter. In
many circumstances, royalty shortfall is
significant.
Oscar Wilde used to say that Experience
is the name every one gives
to their mistakes. So it has nothing
to do with cheating. It is all about
accounting mistakes, interpretation
and lack of internal control.
Read, understand, control
A standard contract brief is about
2/3 pages whereas a regular
license agreement is 25 pages at a
minimum. A contract is not entertaining
literature - Agree - but all binding clauses
are used by auditors to establish an Audit
program accordingly. Somehow, contracts
are made for third parties: The auditor,
the Liquidators and the Judge. So this is
a good reason to carefully read the entire
agreement, not just the brief, at least
once…
Bear in mind that reading does not mean
understanding. How many times do we
read a contract clause and we do not
understand anything? It is a little bit naïve
to write this but it is always better to
clarify conditions in advance rather than
waiting for the not-too-good surprise
raised by Auditors. Alternatively, Licensees
are more than welcome to liaise with
Licensors in case of doubt.
Also, the one who produces the royalty
declaration is not necessarily the one who
understands the contract. So unless you

International
law
Securing Your
Revenue Stream
establish control oriented processes to
capture the right amount, from the right
database, at the right time, there are
good chances that some royalties will be
missing.
As a matter of fact, it is understandable
that there is a serious gap between
contract requirements and Licensee’s
business practices. And sadly with
regards to royalties, the amount to be
reported to the Licensor does not match
with the reported one.
Business case:
Unreported articles
Let’s take an example of a textile Licensee.
There are 2 collections a year. Per
collection, licensee offers 10 designs.
Also, 4 colors and 4 sizes are available
and licensee distributes products through
3 different assortments. In total, licensee
will create approximately 1000 article
references! Most importantly, Licensee
must include such articles when capturing
royalties quarterly.
So the big question seems to be who is
THE BEACH FACTORY S.L.
Avd. Generalitat, s/n par.42
43480 Vila-seca (Tarragona) SPAIN
Tel. (+34) 977 393 794
comercial@thebeachfactory.com
doing what? And when? In fact, the real
question is not what has to be done - since
teams / internal stakeholder’s know the
solutions – but rather, the question is who
is doing it?
In the textile example here before, the
licensee forgot to capture half of the new
article references. The reason for that
is that designers in charge of creating
articles were not communicating effectively
any new article created to I.T. and
Accounting department.
In addition, a trainee was in charge of
running a royalty report quarterly by pressing
the F12 button. This is interesting
Some simple practices
By experience, here is a couple of advises
we would like to share with both Licensors
and Licensees.
1. We encourage Licensing companies to
be proactive in defining License terms and
expectations. Weak definitions are subject
to confusion,
but what’s behind F12? Where is the data
coming from? Is the I.T. query complete?
How do we make sure new article created
is effectively taken over in the quarterly
royalty declaration? Who does control the
royalty declaration before sending to the
Licensor ? And so on…
All in all, 40% findings raised are unreported
royalties. So unless you go on site
to ask questions and check records, you
would never know whether something
could be missing from your declarations.
Again, it has nothing to do with cheating, it
is making mistakes.
2. Licensing companies shall educate /
communicate to licensees early on what is
expected and acceptable from a reporting
perspective,
3. Licensee should read what they sign
and check what they send quarterly.

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