International United-Kingdom <strong>Kazachok</strong>: 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 <strong>Kazachok</strong> 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 <strong>–</strong> Spain; France Televisions - France, Canal Panda - Portugal and RAI YOYO <strong>–</strong> 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.
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