SONIC THE HEDGEHOG – STILL UNSTOPPABLE! - Kazachok

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