SONIC THE HEDGEHOG – STILL UNSTOPPABLE! - Kazachok

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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
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