The fi ne art of style guide design The fi ne art of style guide design

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licensing licensing Pets’ teamwork central to L&M plan been a little over a year since top-ranking preschool series The Wonder Pets! debuted on Nick Jr. And with IT’s a CD and DVD just out, Nickelodeon and Viacom Con- just yet to divulge the name of the property’s master toy partner. But she’ll be looking to augment the product offering with additional tentpeg category partners in the coming months, so you can expect the show’s sumer Products is in the midst of putting together a full mass-mar- stars, Linny, Tuck and Ming-Ming, to have a major presence on the Nick ket merchandise program for the TV property. stand at Licensing Show next month. Division president Leigh Anne Brodsky and her team are taking the Brodsky envisions the range of preschool product, aimed at boys and classic Nick approach to licensing a new IP. While girls, focusing on the ensemble concept. “The things we’ll obviously want the show is building an audience to capitalize on are teamwork, superheroes and and ratings on air, product rollout saving the animals—three things our will be supported by TV exposure research shows us are really resonat- and follow at a more measured ing with kids and their moms.” pace in order to build demand. For The show, which also airs on example, the DVD and CD launch Noggin, was created by Little Air- coincided with the broadcast of a plane Productions’ president Josh special half-hour episode called Selig and is currently in its second “Save The Wonder Pets!” season. In terms of performance, The The full product launch Wonder Pets! consistently ranks amongst isn’t slated to take place until the top three preschool shows on 2008, and Brodsky isn’t ready Nick’s style guide for The Wonder Pets! touts the ensemble cast US commercial TV. ECA Property Granted by Granted to Product category Demo Release date Animal Crossing: Wild World Nintendo Tomy master toy kids July 2007 20 MAY 2007 Licenses recently granted Brainy Baby Mary Meyer Brainy Baby developmental toys, plush infants/toddlers holiday 2008 Cars Mater-National Disney Consumer Products THQ video game kids fall 2007 Domo Big Tent Entertainment Play Along master toy kids fall 2007 It’s Happy Bunny CopCorp American Greetings stickers, magnets, notepads, tweens/teens winter 2007 back-to-school stationery Little Princess TV-Loonland Martin Yaffe International figures, plush, inflatables, kids two to six February 2008 wheeled/educational activity toys Lizzie McGuire Telescreen Jollibee Foods (The Philippines) toys/gadgets girls eight to 14 fall 2007 Prestige Clothing/Little Number outerwear, sleepwear, socks July 2007 (South Africa) and hooded towels Wow! Wow! Wubbzy! Bolder Media Starz Home Entertainment DVD/video kids spring/summer 2008 Fisher-Price master toy license Hasbro games and puzzles Scholastic publishing (school and retail) fall 2007 Simon & Shuster coloring/activity books spring/summer 2008 Meredith sound storybooks Children’s Apparel Network apparel SG Footwear footwear Dream Apparel sleepwear Berkshire headwear/accessories Unique party goods Bakery Crafts wholesale cake decorations A.E. Nathan over-the-counter fabric CTI Industries Mylar balloons
licensing licensing “Style guides” continued from page 19 designs are printed now. But what you save on budget, you may lose in effectiveness. Hard-copy guides can benefi t from unique production techniques like foil printing, specialized inks and textured paper that may inspire more creative product design, says Metzger. “With a printed guide, you have a tactile experience. It helps to hold it in your hands and peruse it at your leisure to get a brand overview.” If you do decide to go the printed route and if you have some room in your budget, it doesn’t hurt to add bells A character scale chart is a key element of the pre-pack, a style guide sneak-peek that longerlead toy and promo partners work with and whistles. For Foster’s Home for Imaginary Friends, Cartoon Network Enterprises created a die-cut style guide in the shape of the house where the characters live. And inside the book, each product category was contained in a different and appropriate room. So applications for party goods, for example, were housed in the Party Room. The guide’s innovative approach earned CNE style guide awards from both HOW and Communication Arts magazines last year. But Hyperdesign’s Metzger points out that all the fancy printing apps in the world mean zilch if a guide loses sight of its core purpose, which is to provide licensees with the info and assets they need to produce high-quality product that upholds the integrity of the brand it stems from.
Page 1: CANADA POST AGREEMENT NUMBER 400502
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Page 12 and 13: 10 MAY 2007 publisher’s notes Our
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Page 18 and 19: ppd ppd Zigby co-pro trots towards
Page 20 and 21: licensing This style guide Grabbing
Page 24 and 25: HOT TOPIC CRANKS ITS MUSIC BIZ Teen
Page 26 and 27: marketing marketing Cartoon partner
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Page 30 and 31: kids Up Upfront front Car Cartoon t
Page 32 and 33: LOOK WHO’S WATCHING A snapshot of
Page 35 and 36: C E L E B R A T I N G 1 0 Y E A R S
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Page 40 and 41: Congratulations! We salute the team
Page 42: 40 C E L E B R A T I N G 1 0 Y E A
Page 45 and 46: in new jobs Cartoon Network Europe
Page 47 and 48: Industry Legend Advertising-Ad Anim
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