tendances - Kazachok

eportage reports
mondiales
Cars ! Pourtant, certaines licences,
très fortes sur un territoire, ne passent
pour ainsi dire jamais la frontière.
Gérard Pina constate : «Nous travaillons
aussi des licences locales. Par exemple,
Janosch ou Lillifee, personnages issus de
l’édition enfantine allemande, s’adressent
exclusivement au marché local.»
Des incontournables kiosques à journaux
en Espagne aux magasins spécialisés en
Allemagne, du goût germanique pour les
jeux de construction à celui des français
pour l’édition enfantine, de l’excentricité
du marché japonais à la force des contes
traditionnels en Inde, réseaux de
distribution, niveaux de pouvoir d’achat,
habitudes de consommation, logiques de
saisonnalité… les spécificités locales sont
patentes. Et pour bâtir un programme de
licence mondiale, il faut les intégrer.
Faiseurs d’histoires
universelles
Philippe Lavoué, VP Sales, Retail & Mktg
de Disney Consumer Products, explique :
«Les priorités de franchises sont
TV Pad Dora l’Exploratrice
Dora the Explorer TV Pad (Lansay)
décidées au plus haut niveau de notre
organisation. Elles mixent une cible
démographique et un personnage.
Ensuite, l’ensemble des divisions locales
Subsidiaries or agents?
At Nickelodeon & Viacom Consumer Products, the
integration degree of international activities is defined
individually. A subsidiary was created for the
European zone in 2003, directed by Jean-Philippe
Randisi. The motto: to intertwine taking charge of
activities by the group's entity and rights
representation by an agent. «While activities are 100%
integrated in the UK, they are slightly less so in
Germany where our agent CPE is involved in the sales
force, and in France they are 50% integrated since we
are involved in the toy, publishing and promotional
licensing businesses». This sophisticated approach
maximizes individual expertise. At WWE, a British
m u l t i m e d i a g ro u p s p e c i a l i z e d i n s p o r t s
entertainment; the property Catch has strong
international visibility thanks to their 15 agents that
represent the rights for Europe and Asia.
Dialectic between central
and local levels
Jean-Philippe Randisi sees binary reasoning as
obsolete: «going from one dimension to another is
constantly necessary. The dynamics between local
and global levels create joint forces.» For instance,
Dora was born in the US but became an educational
recreational reference in Europe. While the property
expanded in the US on traditional products (toys,
textile…), in France over a quarter of sales returns
come from publishing with the educational range by
Magnard among others. When a property travels that
can have a very positive impact on the country of
origin. Jean-Philippe Randisi adds: «we might
consider developing an educational line for the US.»
Talent without borders
In the USA, Nickelodeon's property SpongeBob has
been successful with different age ranges. But in
Europe TV programming turned it into a brand for
kids. So then how do you go about developing Bob
textile for young adults in Europe? By making them
forget about the TV series but keeping the symbol in
mind. In this case it's up to the artistic direction to
meet the challenge by having trendy lines booming
by the end of next summer. That's how creativity,
wherever it comes from, can provide an alternative to
squaring the circle.
Sandrine Toledano
Accessoires Auto Air Wick
Car Accessories Air Wick (Impex)
Kazachok Licensing Mag' Juin - Septembre 08 55