{"id":10959,"date":"2016-10-07T10:09:55","date_gmt":"2016-10-07T14:09:55","guid":{"rendered":"http:\/\/worldscreen.com\/tvkids\/ble-preview-license-to-thrill\/"},"modified":"2016-10-10T09:42:32","modified_gmt":"2016-10-10T13:42:32","slug":"ble-preview-license-to-thrill","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/ble-preview-license-to-thrill\/","title":{"rendered":"License to Thrill"},"content":{"rendered":"

Ahead of Brand Licensing Europe (BLE), rights owners share with\u00a0<\/em>TV Kids their strategies for standing out in the children\u2019s licensing and merchandising business.<\/em><\/p>\n

By all accounts, the global licensing business is buoyant right now. Global retail sales of licensed goods hit $251.7 billion in 2015, marking a 4.2-percent increase over the previous year. According to data from LIMA\u2019s Annual Global Licensing Industry Survey, character- and entertainment-based brands continue to be the most dominant categories, delivering 45 percent of all licensed retail sales.<\/p>\n

That\u2019s good news for content rights owners as they continue to navigate the crowded waters of the kids\u2019 licensing and merchandising (L&M) business. The prospects are particularly bright for those that can offer retailers products inspired by proven brands with dedicated fan bases. When kids see items featuring characters from their favorite TV shows on store shelves, their wish lists grow, and so do revenues.<\/p>\n

BRAND RECOGNITION<\/strong>\u00a0<\/strong>
\nEstablished properties like Saban Brands\u2019\u00a0Power Rangers<\/em>\u00a0franchise continue to draw in new and returning fans, a harbinger for ongoing success in the kids\u2019 L&M arena. \u201cPower Rangers<\/em>\u00a0has become an iconic, evergreen brand that taps into the strong nostalgia trend influencing today\u2019s consumer products industry,\u201d says Janet Hsu, the CEO of Saban Brands, of the 23-year-old property. \u201cRetailers look for brands with proven success at retail and consumer awareness, which is why longstanding franchises, like\u00a0Power Rangers<\/em>, see such strong traction.\u201d<\/p>\n

For the new Netflix original kids\u2019 series\u00a0Cirque du Soleil Junior: Luna Petunia<\/em>, Saban is betting on the built-in recognition associated with the Cirque brand. Funrise is already on board as the global master toy licensee for the animated preschool property, which premieres in late 2016, with the toy range set to hit the U.S. market in fall 2017. Initial categories will include dolls, accessories, playsets, plush, role-play\u00a0and dress-up, among others.<\/p>\n

Risa Greenbaum, the assistant VP of international licensing at Sesame Workshop, knows a thing or two about proven brands. At BLE, \u201cSesame Street<\/em>\u00a0is the core franchise that we\u2019ll be representing,\u201d she says. \u201cRetailers like properties that are established and have proven themselves because those tend to be lower risk.\u201d<\/p>\n

Sesame Workshop is also promoting newer shows such as\u00a0The Furchester Hotel<\/em>, which is in production on two additional seasons for CBeebies in the U.K., and an all-new\u00a0Elmo\u2019s World<\/em>. Both properties feature characters from the mainstay brand, giving them an advantage when it comes to L&M.<\/p>\n

Another veteran property that has been gaining traction in the kids\u2019 L&M world is the anime brand\u00a0Yu-Gi-Oh!<\/em>, which began as a manga comic in Japan 20 years ago and is celebrating its 15th anniversary in territories outside of Asia this year. The\u00a0Yu-Gi-Oh!<\/em>\u00a0brand has developed into a trading-card game and a TV series with five iterations. According to Jennifer Coleman, the VP of licensing and marketing at 4K Media,\u00a0Yu-Gi-Oh!\u00a0<\/em>possesses the \u201cthree key components that you want to have with any successful children\u2019s brand that can allow it to remain evergreen and stay in the consciousness.\u201d These are its roots in publishing, gameplay and collectability associated with the trading-card game, and a TV series that reinforces the core values of the brand.<\/p>\n

Mondo TV is looking to expand the licensing program for the animated series\u00a0Sissi, the Young Empress<\/em>, which has had time to build a following on the small screen. The first season launched in Italy last year and since then Mondo has \u201cdeveloped an extensive licensing program based on the property\u201d throughout Europe, says Valentina La Macchia, Mondo TV\u2019s director of consumer products. The company plans to \u201ccontinue to work on this franchise and to create long-term partnerships with the existing licensees and reach new ones,\u201d she notes. With an eye toward keeping the property fresh, Mondo TV will present a new style guide for the 26-episode second season of the series at BLE.<\/p>\n

Mondo is also highlighting new properties with roots in well-known brands:\u00a0YooHoo & Friends<\/em>, based on the plush line from toy company Aurora World, and\u00a0Heidi, Bienvenida a Casa<\/em>, a live-action co-production between Mondo TV Iberoamerica and Alianzas Producciones.<\/p>\n

While having a property with a track record of fan engagement or roots in a well-known brand is helpful when trying to get merchandise on shelves, proven brands cannot simply rest on their laurels and expect to attract consumers or retailers.<\/p>\n

GOING 360<\/strong>
\n\u201cAt Saban Brands, we break through by taking a 360-degree approach for our diverse portfolio of brands with elevated content and multiplatform distribution, innovative licensing and retail programs, as well as disruptive marketing strategies and initiatives,\u201d Hsu says.<\/p>\n

At BLE, Saban has a dual focus for the\u00a0Power Rangers<\/em>\u00a0brand, concentrating on both the upcoming feature film and the new season of the TV series,\u00a0Power Rangers Ninja Steel<\/em>, both set for 2017. Global master toy licensee Bandai will launch a new\u00a0Power Rangers<\/em>\u00a0toy line inspired by the 23rd television season. There will also be product lines from new partners Mattel, Funko, Jada Toys and Bioworld, among others.<\/p>\n

Toys, apparel and publishing have been the biggest drivers for Sesame Workshop\u2019s brands, Greenbaum notes, \u201cbut we\u2019re always looking to expand into areas we feel could benefit children, such as the food category,\u201d with healthy alternatives taking center stage.<\/p>\n

STAYING FRESH<\/strong>
\n\u201cWe want consumers to know that even for a brand with such longevity in some markets, we continue to be fresh and vibrant,\u201d Greenbaum continues. \u201cWe have a new saying we like to share: \u2018It\u2019s a brand-new day on Sesame Street.\u2019 We\u2019re committed to strengthening the core\u00a0Sesame Street<\/em>characters such as Elmo, Cookie Monster, Big Bird and Abby Cadabby. We\u2019re developing some great new content. We\u2019re building new partnerships such as [one] with Apple and one with IBM.\u201d<\/p>\n

4K Media\u2019s Coleman says the\u00a0Yu-Gi-Oh!<\/em>\u00a0brand is continuing to evolve. \u201cWe\u2019ve got some great new artwork that was never available to us before because we\u2019re now a Konami-owned company. We\u2019re also working on taking [the brand] in new directions and opening different doors we hadn\u2019t previously been allowed to open for\u00a0Yu-Gi-Oh!<\/em>. The new style guide that we\u2019ve been developing is called Super-deformed, and we\u2019ll be announcing new partners for that soon. Thanks to that new artwork, we\u2019ve got some great interest from partners who we might not have been able to work with before.\u201d<\/p>\n

Publishing is a core category for\u00a0Yu-Gi-Oh!<\/em>, Coleman adds. Partners include Scholastic and UDON Entertainment, and both have new\u00a0Yu-Gi-Oh!<\/em>\u00a0books coming out in Q4. \u201cWe hope that it\u2019s just the start of [what] we\u2019ll be able to do in the publishing category. I will pursue publishing in all shapes and formats where it makes sense for our brand and our partners in Japan,\u201d she says. Apparel is another strong category, with FREEZE and Bioworld on board.<\/p>\n

Ink Global is heading to BLE with hopes to extend the L&M campaign further for\u00a0Masha and the Bear<\/em>, which \u201chas already established hugely successful consumer-products (CP) programs in many markets,\u201d says Annalisa Woods, the commercial director for Ink Group.\u00a0Masha<\/em>\u00a0is \u201cat varying levels of brand maturity throughout Europe, and so the CP strategy needs to reflect this,\u201d Woods adds. \u201cWe are renewing, extending and expanding our key existing partnerships, while also signing up new partners locally at regional levels to supply the increasing consumer demand as the brand\u2019s popularity continues to soar.\u201d<\/p>\n

Many of the core categories are covered across Europe, so Ink Global\u2019s plan is to \u201cextend our work with partners in the FMCG and promotional categories, as well as continue to partner with [strong] brands locally across all markets.\u201d<\/p>\n

Mondo TV\u2019s La Macchia stresses that a successful L&M strategy is about \u201cnot just strengthening existing categories, but always looking to expand our business\u2026. In this way, we are able to increase our revenue because we can develop more SKUs, more products for different retailers and have more products on shelves.\u201d<\/p>\n

Food, promotions and personal care goods are prime growth opportunities for La Macchia. The main categories Mondo TV is pursuing for all of its brands include fashion and back to school. The toy category is also paramount, especially for preschool brands like\u00a0YooHoo & Friends<\/em>, La Macchia says. Mondo TV is co-producing season three of the series with Aurora World, which is in charge of plush for that brand. She reports that Mondo TV is currently in several conversations regarding the master toy license and is also pursuing secondary toys like puzzles, board games and arts and crafts, as well as publishing.<\/p>\n

While L&M categories may be expanding, entertainment and retail consolidation are creating some woes for independent content rights owners.<\/p>\n

SHRINKING SHELVES<\/strong>
\nInk\u2019s Woods believes that \u201cconsolidation of IP portfolios under fewer brand-owning entities is creating an interesting, and very tough, dynamic in the industry at the moment. Amalgamation of \u2018top\u2019 brands under limited ownerships shrinks the market as it creates a more difficult environment in which independent brands can compete and thrive.\u201d<\/p>\n

4K Media\u2019s Coleman agrees that entertainment consolidation has brought about challenges for independents. \u201cCouple retail consolidation with entertainment consolidation and there is less shelf space and fewer companies out there trying to keep the buyers on their toes,\u201d she says.<\/p>\n

\u201cThere are a lot of big movie properties [that] are literally buying shelf space at retail,\u201d Sesame\u2019s Greenbaum adds. \u201cIt makes it a little tough from a competitive perspective. Retailers are choosing to support fewer and fewer properties.\u201d<\/p>\n

That means it\u2019s more important to offer new ways for consumers to enjoy longstanding brands. As such, Greenbaum believes these challenges come with a silver lining.<\/p>\n

CREATIVE SOLUTIONS<\/strong>
\n\u201cWe like to think of it more as an opportunity for\u00a0Sesame Street<\/em>, and it challenges us to think about things differently and create better products and new ways to license our brand,\u201d Greenbaum says. \u201cYou have to think differently about the brand these days, everybody does. The traditional categories are great, and they serve as a great baseline for developing licensing programs, but you need to think out of the box and try new things.\u201d<\/p>\n

Freshness is key for the products themselves. Saban\u2019s Hsu adds, \u201cIt is crucial for brands to focus on innovation as retailers look for stand-out products that have clear points of differentiation from what is currently on the market.\u201d<\/p>\n

REACHING RETAIL<\/strong>
\nMondo TV\u2019s La Macchia also believes that to stand out, a licensing program must offer a point of difference. \u201cRetailers want to see things that make your brand, your product and your message different from everybody else\u2019s. They want something unique,\u201d she says. \u201cSo to capture buyers\u2019 interest, there has to be some level of exclusivity for the offer, and there are different ways to achieve that [such as] a unique brand or exclusive products that are only available at [specific] retailers.\u201d<\/p>\n

For 4K Media\u2019s Coleman, it is critical to maintain relationships with both licensees and retailers to ensure that the products being pitched are relevant. \u201cWe\u2019re trying to create and grow direct relationships with the retailers so that we have a dialogue with them. We can tell them directly what\u2019s happening with the brand, why it\u2019s worth looking at and who all of our partners are so that they\u2019re not just getting single-product category pitches from our licensees,\u201d she explains. \u201cWe can show them the breadth and scope of what\u2019s available on the licensing side.\u201d<\/p>\n

Coleman adds, \u201cWe are cultivating retailer relationships so that when there is an opportunity to create special product for them, we can pounce on it.\u201d<\/p>\n

DIGITAL DRIVE<\/strong>
\nAnother key area of focus for brand owners is the digital sphere, which is creating an entirely new pathway to consumers.<\/p>\n

\u201cTo build something in the consumer-products [space] you need a table with four legs, and the fourth leg is digital distribution,\u201d says Bruno Zarka, Ink Group\u2019s media director. \u201cYou can\u2019t build something only on digital, you can\u2019t build something only on TV.\u201d<\/p>\n

\u201cWe realize that it\u2019s a different world, and kids can do things on iPads and devices that they never could do before,\u201d Sesame\u2019s Greenbaum says. \u201cSo we\u2019re making sure that we create new digital content that meets the needs of today\u2019s kids. That\u2019s where kids are today, so it\u2019s important for us to be there as well.\u201d<\/p>\n

Greenbaum acknowledges the power of apps to help youngsters further engage with a brand. \u201cWe have almost 30\u00a0Sesame Street<\/em>\u00a0apps, some of which have won awards. They bring our characters to life through engaging and interactive content: there\u2019s music, there are games, there are lots of fun ways for kids to interact with our apps these days. We also have an extensive line of e-books that are available globally on many platforms. So digital is an area that we focus on, and we see a lot of opportunity with it.\u201d<\/p>\n

Mondo\u2019s La Macchia shares Greenbaum\u2019s perspective. \u201cDigital is very important. We just launched a game app [for]\u00a0Sissi<\/em>. We will continue to create more innovative products to target these brands.\u201d<\/p>\n

4K Media\u2019s Coleman reports that gaming is an essential element of\u00a0Yu-Gi-Oh!<\/em>\u2019s digital strategy, which is handled by Konami Digital Entertainment. \u201cIn the past, Nintendo DS has been a key driver, and PlayStation, Xbox, all of the typical gaming devices have been strong and important platforms for the brand, and they will continue to be.\u201d<\/p>\n

\u201cMobile gaming is a key area of focus for us in the digital L&M space,\u201d echoes Saban\u2019s Hsu. \u201cWe\u2019ve partnered with game developer nWay and global content leader Lionsgate to reimagine\u00a0Power Rangers<\/em>\u00a0as a real-time multiplayer mobile action game. Slated to launch next year, the mobile game will connect millions of\u00a0Power Rangers<\/em>\u00a0fans around the world with a gaming experience unlike anything else.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Ahead of Brand Licensing Europe, rights owners share their strategies for standing out in the children\u2019s licensing and merchandising business.<\/p>\n","protected":false},"author":477,"featured_media":10976,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[79,21],"tags":[1881,1882],"class_list":["post-10959","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-features","category-top-stories","tag-ble","tag-brand-licensing-europe","pmpro-has-access"],"yoast_head":"\nLicense to Thrill - TVKIDS<\/title>\n<meta name=\"description\" content=\"Ahead of Brand Licensing Europe (BLE), rights owners share with\u00a0TV Kids Weekly\u00a0their strategies for standing out in the children\u2019s licensing and merchandising business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvkids\/ble-preview-license-to-thrill\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"License to Thrill - TVKIDS\" \/>\n<meta property=\"og:description\" content=\"Ahead of Brand Licensing Europe (BLE), rights owners share with\u00a0TV Kids Weekly\u00a0their strategies for standing out in the children\u2019s licensing and merchandising business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvkids\/ble-preview-license-to-thrill\/\" \/>\n<meta property=\"og:site_name\" content=\"TVKIDS\" \/>\n<meta property=\"article:published_time\" content=\"2016-10-07T14:09:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-10-10T13:42:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvkids\/wp-content\/uploads\/sites\/9\/2016\/10\/License-to-Thrill-e1475857138848.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"388\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sara Alessi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sara Alessi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/ble-preview-license-to-thrill\/\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/ble-preview-license-to-thrill\/\",\"name\":\"License to Thrill - TVKIDS\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\"},\"datePublished\":\"2016-10-07T14:09:55+00:00\",\"dateModified\":\"2016-10-10T13:42:32+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/3a30a856ec6d9cc2372bf054d26a0418\"},\"description\":\"Ahead of Brand Licensing Europe (BLE), rights owners share with\u00a0TV Kids Weekly\u00a0their strategies for standing out in the children\u2019s licensing and merchandising business.\",\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/ble-preview-license-to-thrill\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvkids\/ble-preview-license-to-thrill\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/ble-preview-license-to-thrill\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvkids\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"License to Thrill\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/\",\"name\":\"TVKIDS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvkids\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/3a30a856ec6d9cc2372bf054d26a0418\",\"name\":\"Sara Alessi\",\"description\":\"Sara Alessi is the associate editor of World Screen. 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