Total Licensing New Europe Spring 2014

ENGLISH/
Spring 2014 / 2014
Global smash hit

pre-school brand
splashing into Russia
Retail launch Fall 2013
an
Rosm s Master
a
inted r tner
o
p
p
a
a
Toy P
Broadcast daily
on Karusel
Pu
ar t & blishing
,
craf t
and
,
bags
conf
e
c
t
lines
io
secu nary
red.
#1 in the UK, Spain, Italy and Austalia

Growing in Latin America, USA, Europe and Asia
For inquiries and opportunities please contact:
Friderico Gatti: fg@megalicense.ru

Peppa Pig Astley Baker Davies Ltd / Entertainment One UK Ltd 2003. All Rights Reserved.
www.peppapig.com
TOTAL LICENSING NEW EUROPE
Spring 2014
2014
Publisher
Francesca Ash
francesca@totallicensing.com
Editor
Goran Kernyak
goran@totallicensing.com
Sales Director
Jerry Wooldridge
jerry@totallicensing
Editorial
Becky Ash
becky@totallicensing.com
Advertising Sales
James Ash
james@totallicensing.com
Subscriptions
subscriptions@totallicensing.com
Contributing Writers
Danny Simon
Hamdullah Yalvak
Janusz Tarasziuk
Pete Canalichio
Philippe Guinaudeau
Vestnik of licensing market.
Total Licensing
New Europe Office
Goran Kernyak
Business Development
Manager
Marijane Radev 4
HR-10000 Zagreb
Croatia
tel: +385 1 3865 564
mobile: +385 99 202 33 93
Head Office
Total Licensing Ltd
4 Wadhurst Business Park
Faircrouch Lane
Wadhurst, East Sussex
TN5 6PT, UK
Tel: +44 1892 782220
Fax: +44 1892 782226
www.totallicensing.com
2014Total Licensing Ltd
All illlustrations are reproduced by
permission of their owners.
FEATURES
Info / News......................................................6
[Licensing] Info & Deals around the globe
Cover Story: Winx Club ..............................18
Winx Club Celebrates 10 years &
Interview with Kira Plastinina and Lorena Vaccari
Kids Licenses Trends 2014 ..........................26
Spielwarenmesse 2014 license trends
Licensing Forum Moscow............................30
Overview of Russian licensing event
Russia - Market Research............................38

Synovate Comcon Conference report - by Vestnik
Russia - A Market Overview .......................40
Report by Philippe Guinaudeau, Kidz Global
BIG Interview: Peter Maffay........................42
Interview with German rock superstar
Welcome Willkommen Benvenuti Bienvenidos Mir se vini Pari yegak

Shchyra zaprashjem Dobro doli Vitame vs Tere tulemast
Kalos orisate Isten hozta Khosh keldiniz Aalzhy polyngar
Esiet sveicinati Sveiki Dobre dojdovte Witajcie Bun venit Vitajte Dobrodoli
Ho Geldiniz Laskavo prosimo Vtme t
mobrdzandit dvzlet dobredojde bine ai venit
Welcome to the Spring 2014 edition of Total Licensing
New Europe magazine the ONLY magazine that specifically covers the licensing industry in Russia, the CIS,
Central and Eastern Europe.
Throughout 2014, Total Licensing New Europe will continue to bring readers information, insights and research
into the vast New Europe region. New Europe is term
which describes the region comprising 35 countries
with more then 500 million people and a highly growing
interest in brands and licensed products.
Launched in April 2012, Total Licensing New Europe celebrate its 2nd birthday and our Total Licensing flagship magazine is celebrating 11 successful years! With almost 100.000 readers
in 105 countries we can proudly say that the
Total Licensing group now consisting of 6
different editions - is the leading global publisher of magazines specializing in licensing
and merchandising.
Francesca Ash
Publisher
francesca@totallicensing.com
Germany - Licensing News & Trends..........46

Day of Licenses in Cologne & more - by Brandora
Otto Schmidt................................................50
Interview with Russian artist
Mr Freeman, who are you ? ........................52
Brand Licensing Proces Step by Step
Part 2, Steps 5-8 - by Pete Canalichio ...........54/58
Turkey - Licensing News & Trends ............ 62
Licensing market trends - by Hamdullah Yalvak
Tinker Toys & Trademark programs...........64
Both need planning to build something ....
Poland Now!..................................................66
Market opinion by Janusz Tarasziuk
Whats On.....................................................68
oo 2014
. Total Licensing New Europe
, , ,
. 2014 , Total
Licensing New Europe -
, . ,
, 35
500 ,
.
, Total Licensing New Europe
2012
,
Total Licensing 11 !
100,000 105 .
, Total
Licensing 6 , ,
.
Goran Kernyak
Editor
Jerry Wooldridge
Sales Director
jerry@totallicensing.com
INFO
APPS MINISTRY ANNOUNCES THE LAUNCH OF

MASHA AND THE BEAR: SEARCH AND RESCUE GAME
Apps Ministry has launched the first official Masha and the Bear game, based
on the cartoon of the same name.
Apps Ministry has joined forces with Animaccord, animators and creators of
Masha and the bear, and produced an entertaining game that closely represents
the look and feel of the cartoon itself.
Masha and the Bear is the most popular family show in Russia which is now
successfully moving through Europe and Asia, with Germany, France and UK as
the latest countries to acquire the rights to the cartoon.The Masha and the Bear
YouTube channel has more than one billion views and is among the most popular
channels worldwide.
Masha and the Bear is the story of a small girl and her adventures with her
friend, the bear. In Masha and the Bear: search and rescue, the player takes on
the role of Masha. Its the players job to successfully fly a hot air balloon, while
saving rabbits from the waters below and collecting as many candies as possible
along the way.
The game is aimed at the younger end of the market and Apps Ministry has been
highly successful in recreating the world and spirit of the original animation.
Game manager Maxim Kochurin said, We know there are huge numbers of
Masha fans worldwide, and as lovers of the cartoon ourselves, we took our responsibility very seriously. We needed to create a game which truly represented
the spirit and fun of the original animation. Long hours and every bit of effort
has gone into not only creating the best possible game, but also one which encapsulates the passion, delight and vibrancy of the characters and the world they
live in. In our opinion, weve achieved what we set out to do. We love the game
and we are sure parents and children around the world will love it as much as
we do.
Vadim Shilov, CEO of Apps Minsitry, added, We have already produced a highquality video-on-demand app for Masha and the Bear and we have a first-class
record in producing dozens of other kids apps based on popular brands. As a
business, we are never prepared to accept anything other than the very best, and
we spared no expense or time in ensuring we produced a world-class gaming
experience for Masha and the Bear and its many fans.
VISIT THE TOTAL LICENSING BOOTH AT

LICENSING FORUM IN MOSCOW,
BOLOGNA LICENSING TRADE FAIR
AND KAZACHOK PARIS
6
TRUMP AND PBF

SIGN FOR SIGNATURE
COLLECTION
The Trump Organization and Premium Brands Footwear (PBF) have

formed a new partnership to produce mens dress and casual shoes
under the Donald J.Trump Signature
Collection brand for distribution in
Mexico. This offering will complement the global expansion efforts
of the brand into Mexico and Latin
America.
We are delighted to be partnered
with PBF to extend the Donald J.
Trump Signature Collection brand
into Mexico, said Cathy Hoffman
Glosser, Executive Vice President of
Global Licensing. PBF understands
our commitment to brand excellence, providing the customer with
enhanced wardrobe staples that exude and inspire the poise and confidence that has become synonymous
with the Donald J. Trump Signature
Collection brand.
The opportunity to partner with
the Trump brand to introduce footwear under the Donald J. Trump
Signature Collection brand in Mexico is one that we take with great
pride, said Raul Alejandro Aceves,
President of PBF. The Trump brand
brings a level of sophistication and
attention to detail that aligns with
the core values that we have based
our business around. This is an exciting time for us and we look forward to great success.

. ,
RIO Fashion, .
RIO Fashion ,

TV Mania.
.
TV Mania , 12 ,
. 13 - .
TV Mania . 120$ . .
TV Mania - 20 .
.
RIO Fashion ,

. SS14 FW14-15 : , , Hello
Kitty, Angry Birds, Monster High . ,
RIO Fashion .
RIO Fashion 100
.
.
-.
RIO Fashion TVMANIA
, : ,
, . .
www.fashionrio.ru.
- 2
- 2 970 ,
2013 . , 35 ,
- 2 .
,
2015 . - 3 2017 .
Plus Licens, , , (Danli), (Witek),
( ), (Almedena Holdings),
( ), (), ( ), (Revontuli Toys).
.
- , Thinkway Toys, . , , 2013 6 .
Thinkway Toys 73 .
Fo r l i c e n s i n g o p p o r t u n i t i e s ,
please contact:
Marie-Laure.Marchand@studio100.tv
Evy.Van.Nederkassel@studio100.tv
w w w. m a y a . t v
7
Based on the books written by Waldemar Bonsels Maya the Bee 2012 Studio 100 Animation

TV MANIA
INFO
PEPPA PIG GOES BIG IN RUSSIA

Building on the international success of Peppa Pig, Russia is one of the next territories earmarked for growth by licensor Entertainment One. The show began
airing daily and on weekends on Russias No. 1 dedicated childrens TV channel, Karusel, in 2013 and the widespread national exposure is being leveraged
by licensing agent, Megalicense, to accelerate licensing in the territory. Rosman
holds the master toy rights and partners have also been signed across
Publishing, Arts and Crafts and Accessories and the first
line of products began rolling out at retail towards
the end of 2013 with secondary categories due to
launch this year.
Peppa will also begin expanding into FMCG
when leading confectionary company Perfetti Van Melle launch
a line of chocolate eggs in 2015
and 2016 supported by a strong
advertising campaign.
Andrew Carley, Head of Global
Licensing at Entertainment One said, As one of
the worlds fastest growing territories for licensed
merchandise, there is huge multi-platform potential for
Peppa Pig in Russia. Were working closely with Rosman
to explore the commercial opportunities of this brand in
this exciting emerging market.
WIKILICENSE
WikiLeaks announced that it has appointed WikiLicense, a new Reykjavikbased commercial entity led by Olafur Sigurvinsson and a team of industry
specialists, as exclusive brand representative to act as master agent for the
WikiLeaks brand, as well as the Julian Assange trademark and likeness.
The WikiLeaks brand has become an important and globally recognized
symbol of peoples desire to express their beliefs on the topic of freedom
of speech and transparency. The creation of a professional body around
commercial licensing will not only facilitate more widespread use of the
WikiLeaks trademark in related initiatives, but will also serve as an addiIonal
revenue stream to fund the important work conducted by the organization
itself and thus help bring truth to the world.
WikiLeaks and Julian Assange enjoy amazing worldwide recognition
and possess all of the key attributes of major global brands, said Olafur
Sigurvinsson, WikiLicense CEO, They represent a cause that a large
proportion of people are passionate about, have strong momentum and speak
to a growing consumer demographic that is emerging from a
swell of changing opinion across the world. As weve seen with
the exposures of mass surveillance in 2013 by Edward Snowden,
the importance of WikiLeaks is going to become increasingly
more relevant. We have already received expressions of interest
from a number of companies with consumer products and
services that align with our brand values, and I expect the rst
of these to start appearing soon.
We have created new ways for our supporters to fund our
work and WikiLicensing is an important part of that, says Julian
Assange, founder and publisher of WikiLeaks, This is also a
positive way of both spreading the awareness of our work and
protecting the integrity of the brand.
WikiLicense is currently setting up a network of local
representative agents for all key territories and will shortly
present a style guide and other materials for future licensees.
RAINBOW
EXTENDS
RELATIONSHIP
WITH TOP GREEK
AGENT
Rainbow has announced that
B-rights, one of the leading licensing
agencies in Greece, will now be
representing the Winx Club brand
across the country.
B-rights already works with a
selection of leading Rainbow
brands, including Huntik, PopPixie
and Mia and Me, and has enjoyed
huge success in growing their
licensing profile in Greece. This
has led Rainbow to extend the
relationship to include Winx Club
a truly classic brand that is loved
and watched by millions through
115 broadcasters across the globe.
It is an honour for us to have been
chosen to represent Winx Club in
Greece and Cyprus, says B-rights
Director Clemente Pinedo. The
team is excited to start working
with the brand and continue to
grow our great relationship with
Rainbow.
Rainbow
Country
Manager
Antonella Ceraso said, We have
been hugely impressed by the ability
of B-rights to promote our brands
across Greece, so it was a logical
move to extend this relationship to
include Winx Club Im sure the
team will do a fantastic job with this
truly magical brand and boosting its
presence on the Greek market.
LALOLOOPSY
Lalaloopsy,
MGA Entertainment - !
, ! 2014
, , . - , . - -.
Lalaloopsy ! ( - ) ( )
! (, ), !
!
.
Lalaloopsy !
: , , . , ,
!
! - Lalaloopsy!
, , - , , , , ,
!
Baby Gizmos New
York Daily News countdown of holiday toy crazes. Lalaloopsy Packaging Worlds
, , Lalaloopsy
. Lalaloopsy 360 view of the
Lalaloopsy Littles Pita Mirage package.
MGA Entertainment , 2013 The NPD Group, ,

. ,
The Little Tikes Lalaloopsy .

,
, - , MGA Entertainment. , Lalaloopsy Little Tikes
, .
Lalaloopsy ,
, :
1 2013
Lalaloopsy
2013
Lalaloopsy (Ivory Ice Crystals).
1 2013
Lalaloopsy
Little Tikes 2013 , , .
MGA Entertainment
, - 2014, - .
Movie release
Q 3 /Q 4 2 0 1 4
in New Europe
please contact:
Evy.Van.Nederkassel@studio100.tv
9
Based on the books written by Waldemar Bonsels Maya the Bee 2013 Studio 100 Media, Buzz Studios
MGA ENTERTAINMENT
2014
INFO
RUSSIA - DIGITAL BRANDS LICENSING

Until recently, brands with active media support jealously ruled the licensing market, leaving little place for the few brands
that emerged without TV support.The licensing business, in the eyes of licensees, was divided into media brands which are
broadcast on TV, and non-media brands such as graphics, sports, celebrities and others.
Today, a large slice of the licensing pie belongs to the so-called digital brands - brands that were born from digital content
and have earned their popularity from the number of downloads via various electronic stores.
We all know them well. Theres Om Nom from Cut the Rope, Tom the sociable cat form Talking Tom and Friends and, of
course, the collection of forever irritated birds from the hit game Angry Birds.
While media franchises are investing millions of dollars in order to publicise the next part of an animated feature film, or
to stimulate BluRay sales through television advertising, modest teams of mobile developers are achieving the same incredible popularity by investing very much less. Whatever the reasons - financial or otherwise - the result is the same - the
licensing trend of this decade is through applications for Smartphones and tablets.
Of course, the greater interest by youth in transferring from TV screens to PC monitors and, most recently to tablets and
Smartphones has undoubtedly played its part.
Electronic stores distributing content for portable devices - the App Store and Google Play - expands every year - by 100%
or even 200%. Consumers recognize the new format of entertainment, accept it and actively use it. As a result, marketers
are entering a new era.
As sociologists and just parents around the world now realise is that the target user of portable devices is, quite literally,
any age from toddler. Nowadays preschool children understand all this far better than their parents. As a result, there is
more and more digital content aimed at these young audiences. No wonder the tablet is now recognized as the best way
to occupy and soothe your baby!
As a result, billions of games are downloaded by children and adolescents and the rights holders, and licensing agents have
been signed to create products based on these games.
Just think: in Russia Talking Tom and his friends have already been downloaded 36.5 million times, - by 43% of the total
population! Talking Tom and Friends is among the ten most downloaded applications at all times since its launch.The brainchild of British studio OutFit7, licensing in the Russian market is represented by Icon Promotion, the licensing division of
Simba Dickie Group Russia.
A successful brand is always accompanied by a good licensed
program and Talking Tom is not an exception. All major product
categories have been signed around the world and Russia is now
identifying key partners for the property.
Everyone remembers the toy parrot and may have one at home.
Before Talking Friends there were other talking apps, but with
more than a billion downloads Talking Friends is by far the most
popular. In fact, the secret of success is the same as with most
brands: It is an interesting, and entertaining but not too complicated concept with humorous and charismatic characters and, of
course, a touch of magic! commented Lydia Grigorieva , marketing director at Icon Promotion.
For more information, contact Icon Promotion Russia.
www.iconpromotion.ru/en/
JELC ANNOUNCES FIRST MAJOR HINCHCLIFFE AND BARBER DEAL

JELC, global licensing agent for Hinchcliffe and Barber, has announced the first major deal for the brand based on the
work of the English design team. My Gifts Trade is to produce a range of homeware and gifts illustrated with many of the
designs that made John Hinchcliffe and Wendy Barber internationally famous. The range includes ceramics, household
and kitchen items, garden accessories and gift stationery. It will be showcased at Home & Gift, Harrogate, in mid-July.
The ceramics include boxed and single mugs, teapots and milk jugs. The household items include trays, tins, coasters,
place mats, oven gloves, tea towels, tablecloths, aprons and napkin rings. The gift stationery includes notebooks, photo
albums, address books and iPad covers. The garden accessories include garden gloves, watering cans and garden forks.
Every item in the range will be illustrated with one of the simple, elegant and contemporary designs firmly rooted in
British craft traditional skills that have made Hinchcliffe and Barbers work a favourite with buyers and collectors for
decades.The range will be available at independent gift stores, department stores and online retailers from July this year.
10
,
. , ,
, , celebrity, .
-: ,
, . , :
- Cut the Rope, -
- Talking Tom and friends, , ,
Angry Birds. ,
, Blu-Ray-
,
, , .
: - , - , , ,
2010- .
, , -
- ,
.
App Store Google Play 100,
200%. ,
. , . ,
, , , -
, -
. ,
, - 0+!
, .
!
, ,
. , , .
: , , . , , , ,
! , - ( ) - Talking Tom and Friends. :
36,5 , 43% !
Talking Tom and Friends
. ,
, , . OutFit7 ICON
PROMOTION, Simba Dickie Group Russia. , Talking Friends. , .
, - ,
- ? Talking
Friends , Talking Friends. , ,
: , ;
; , , !
, Icon Promotion.
www.iconpromotion.ru/en/
2013 Studio 100 Animation ASE Studios
Small in size
Big in imagination
please contact :
E v y .V a n . N e d e r k a s s e l @ s t u d i o 1 0 0 . t v
11
INFO
STUDIO 100 UPDATE

Studio 100 International, part of the leading global
family entertainment company Studio 100 Group,
have announced that they will launch three exclusive Maya the Bee branded childrens play
areas in leading Turkish shopping centres.
The agreement, brokered by Studio 100s
Turkish licensing agent, Sinerji, will see Balo
design and produce the three play areas which
will range from 200 square metres to 2000
square metres and include a themed Maya the
Bee branded playroom. The agreement will
provide the childrens brand with exposure to Turkish fans in high footfall destinations.
Visitors to the play areas can expect live entertainment plus meet and greets from the
character. In addition, Maya the Bee product
will be offered to the public within the themed
area. Branded vending machines will be placed in
the play areas alongside licensed plush and other premium
branded items. Maya branded food and beverages will also
be available so that children can embrace the whole experience of being with the character.
The first Maya branded play area is scheduled to open in
Forum Istanbul, the biggest shopping and leisure centre in
Europe, in 2014. The 175,000 square metre complex sites
280 local and international brands and is renowned for offering customer services and year round consumer events.
It is expected to draw 20 million visitors annually. Introducing the first play area within Forum provides major exposure and brand credibility for Maya in Turkey.
Marie-Laure Marchand, International Licensing Director at
Studio 100, commented, We are extremely proud of this
exciting partnership. This ambitious project will take Maya
the Bee to the next level in terms of promotion, retail presence and brand exposure in Turkey.
This is the first licensing venture into play areas for Studio 100 and the company plans to
announce further licensing agreements in this territory throughout 2014.
On a different note,
Studio 100 has announced the appointment
of Tom Reding as Digital Director. Tom will establish
and lead a team responsible for Commercial
Exploitation and Digital
Marketing. The team is
tasked with ensuring that
emerging Studio 100 digital products resonate with the
12
consumer.
Formerly Head of Digital Entertainment
& Games for BBC Worldwide, Tom left to
explore exciting new challenges at Studio
100 and spearhead this new digital arm
of the business. His experience includes
working on commercial digital products
for BBC Earth, Walking with Dinosaurs,
Top Gear, Doctor Who and CBeebies.
Tom will transfer this experience with
globally recognised names into promoting Studio 100s intellectual properties. His new
role will see him developing a long-term digital
strategy for the business, working across tablets and smartphones, consoles, social media
and websites.
Commenting, Tom said, It was a simple decision
to join Studio 100 as I was struck by the entrepreneurial spirit that runs throughout the business.
My objective is to harness that ambition and extend
Studio 100s offer with digital products that will compete
on a global scale. All the right ingredients for success are
there global brands, quality content, a strong team, a solid
partnership network and top level support for digital transformation. Its a very exciting time for Studio 100 and I cant
wait to talk about the products we have in production.
Hans Bourlon, Studio 100 CEO, We are delighted to have
secured Tom Reding as our Digital Director. This appointment adds strength to Studio 100s digital capabilities and
we know that Toms skills and experience will drive this arm
of the business forward into new and exciting areas.
Staying with the digital side, in cooperation with mixtvision
Digital, Studio 100 has launched the official app Maya the
Bee: Flower Party internationally in 10 different languages:
English, German, French, Dutch, Spanish, Italian, Turkish,
Russian, Japanese, Chinese.
The collection of mini-games within the app centres around
the popularity of Maya, her friends and their adventures.
The app is targeted towards Maya fans but will also appeal
to young children who enjoy exploring new virtual worlds
and is available on all popular mobile devices.
We are delighted to be launching this stunning Maya the
Bee app across multiple platforms and markets; the world
of Maya continues to evolve and we are sure it will be a
huge hit with both new and existing fans all around the
globe commented Marie-Laure Marchand.
Developing Maya the Bee: Flower Party was great fun for
all who were involved. We are sure this entertainment will
be reflected across all Maya the Bee fans when they play the
app, says Oliver Coors, CEO, mixtvision Digital.
Maya the Bee: Flower Party is suitable for children aged 3 to
6.The app is available worldwide in 10 languages and will be
available for download for from the iOS app store, Google
Play, Amazon app shop and Samsung.
Molotok . , .
Next, Cortes, H&M, Kerri, Hello Kitty, CHICCO.
Molot
.
2013 2014 35%.
(25%),
(18,5%), Lego (15%)
(13,5%), -
-
: (22%),
(18%), (6,5%),
(4,5%), (4,1%) (4%).
(63,5%), (75%).
Next, Cortes, H&M, Kerri,
Hello Kitty, CHICCO.

Chicco (58,6%). JEDO, Stokke,
Peg-Perego Bebecar.
- 2014
.
. , .
,
.
e-commerce.
, Molotok
,
, , .
-

, .
Warner Bros.
. ,
, . 8 !
with the exciting range of Shuffle products.

Fun card games, innovative packaging,
full media support
and great consumer feedback.
Powered by
4M
1M
PARK LANE
ACTI
ON C
RENT
1
3M
8M
PASS
GO
Draw
play
ARD
2 extr
into c
a card
entre
to use
s.
MONOPOLY 1935, 2014 Hasbro. All Rights Reserved.

MOLOTOK
Upgrade your game
1M
shufflecardgames.com
cartamundi.com
13
INFO
NEW DEALS FOR ENDEMOL

Endemol, the worlds largest independent production company, recently
announced that it has closed a line up of new deals for its international game
show formats in Central and Eastern Europe.
Broadcasters in Poland, Macedonia and Serbia have snapped up first series of
UK originated hit Pointless from Endemol.
Endemol Poland has been commissioned by TVP2 to produce 26 episodes of
the quiz, which puts obscure knowledge to the test. The series will launch in
access prime time on the channel at the end of the month.
In Serbia PRVA has ordered a 24-part run of the show, whilst in Macedonia
Sitel has commissioned 30 episodes. These deals follow the formats success
in Croatia where a second series of 129 episodes recently debuted on RTL
Televizija, pulling in 13.3% above the channel average in its first week.
Next One from Endemol Italy, the quiz where contestants queue up on stage
to take part in a high-speed game of knowledge, has
been renewed for further series in Hungary and Albania.
MTVA in Hungary has commissioned a second season
of 95 episodes, which is due to air this month. In Albania
a third series of 15 episodes has been ordered by Top
Channel. In Bulgaria, the first series of Next One on
TV7 has been so successful the channel extended the
initial 15 episode weekly run with 132 daily episodes,
which is currently on air.
Global blockbuster The Money Drop is returning to Turkey on new broadcaster
Kanal D. The channel has ordered a prime time series from Endemol, which is
set to launch in March this year.The game show is also returning for a seventh
season in Poland on TVP2 and Russia on Rossiya.
Marina Williams, CEO of Central and Eastern Europe and MENA Regions
comments; Endemols game show formats consistently deliver great ratings
in Central and Eastern Europe. As we head to Discop in Istanbul, we are
extremely pleased to close new deals, which will see these international hits
airing in eight key markets across the region.
TAMAGOTCHI L.I.F.E. ANGEL APP

Bandai Co., Ltd. and Sync Beatz Entertainment have announced that the Tamagotchi L.i.f.e. Angel App is now available for on iOS and Android devices in the
U.S. and Canada. The free app recreates the original Tamagotchi Angel digital
handheld game series, which was one of the most popular Tamagotchi series
after the original release of 1996 in Japan and 1997 in the U.S.
The new music in the Tamagotchi L.i.f.e. Angel App is a unique feature for the
brand. For the first time ever, Joan Jett is allowing Any Weather, the lead single
from Joan Jett and The Blackhearts new album, Unvarnished, to be included in
a game-based app. The multi-platinum recording artists single, Any Weather,
co-written and performed with Dave Grohl, has been integrated into the new
Angel App mini-game for Tamagotchi fans to enjoy. Unlike the original, this 2014
instrumental version introduces music throughout the Angel-raising experience.
The Angel app features changeable play modes that allow players to care for
their Angels in the classic eggshell TOY mode or full screen in APP mode. The
free app offers a multitude of Angel characters and new color environments;
updated Life, Happiness, Hunger and Effort meters; a new technical feature which enables the
screen to be tapped to scare away flying bats;
22 new in-app wallpapers and eight wallpapers
for use on the players device; 12 shell choices;
an image gallery and fun mini-games. Additionally, the Tamagotchi L.i.f.e.Angel app enables users to post photos of the Tamagotchis theyre
raising on Facebook.
14
BEGUN
BROADCASTING
IN CROATIA
RTL Kockica, the first free-to-air
channel for children, youth and
families, begun broadcasting on 11th
January in Croatia. RTL Kockica is
the newest member of the media
group RTL Croatia. The program,
a combination of domestic
production and foreign programs,
offers variety from animated films
for the youngest to documentaries
and family films for the older
viewers.
We are proud to introduce RTL
Kockica. A lot of work has gone
into the launch of this new channel,
and we are confident that we have
a very interesting program that
is both educational and fun. RTL
Kockica will continue to enrich
their programs with new formats
and ideas, said Johannes Zuell,
CEO of RTL Croatia.
The morning format, Little Dice,
presents the cartoons, Little sports
academy made in co-production
with PBS Centre of sporting
excellence; Time Machine; and the
Lets go to the zoo franchise which
introduces the secrets of the animal
kingdom. The series was created in
collaboration with the Zagreb Zoo.
The
afternoon
programming
features an adaption of the Brothers
Grimm fairy rales in Most beautiful
fairy-tale world, as well as French
educational cartoon Once Upon
a Time... The Human Body, which
introduces the human organism
to children in a fun way. Also on
air is Little Scientists, which is
an educational and entertaining
program.The evening session brings
the cartoon series Granny tells
beautiful stories and is followed by
family movies, documentaries and
TV shows.
INFO
TOTAL BRAND LICENSING TO LAUNCH IN JUNE

Total Licensing will launch its new publication, Total Brand Licensing. The magazine will debut at Licensing Expo in Las
Vegas this June. There has long been a need for an information outlet that focuses solely on brands and brand extension, away from the entertainment industry, and Total Brand Licensing does just that.
Total Brand Licensing will specifically cater to the needs of brands and brand extensions. Covering all aspects of brand licensing around the world, nine core sections will be the central focus of
the new publication, including corporate/trademarks, celebrities, collegiate, estates, fashion, music,
copyright, non-profit, sport, and technology. The magazine will also carry global news, research
data, and regular opinion. Regular sections will include Ask a Pro, company profiles, best practices, retail and merchandising opportunities, show previews and reviews, and market research
and development.
An editorial advisory board is being created comprising specialists from all walks of the business
who will be able to give expert opinion to readers.
This launch is hugely exciting for the industry, as this sector has never, until now, had a global
magazine 100 percent devoted to it, commented Francesca Ash, Publisher. Given that the 100
most valuable brands in 2013 were worth more than $2.55 trillion, and that together this would
make them the 6th biggest country in the world by GDP, ahead of Russia, Brazil and India, the
timing is perfect to launch a publication that spotlights brands across the globe following Total
Licensings publishing ethos of delivering worldwide information to a global industry.
Companies already committed to the first issue cover all sectors of brand, including sports, fashion, corporate brands
and more, so dont miss your chance to be involved in what we believe is one of the most exciting trade publication
launches in a long time!
BRB INTERNACIONAL AND OUTFIT7

TO PRODUCE TALKING TOM TV SERIES
TV production company, BRB Internacional, and Outfit7, have signed a deal
to produce the all-new TV series,Talking Tom and Friends.The 52 x 11 minute
format will be based on the entertainment phenomenon of the same name
that achieved record-breaking acclaim when it became the fastest growing
entertainment app series of all time. To date it has achieved over 1.5 billion
downloads and 850 million hits on YouTube.
A trailer for the Talking Tom and Friends series will make its debut at MIPTV
in Cannes this April.
Produced in 3D for a target audience of 8 to 12 years-olds, the Talking Tom
and Friends TV series will see Talking Tom and his group of friends transition
from the digital world onto the small screen for the first time.The characters
will maintain their distinctive sense of humor and original design that has
given them tremendous success on digital platforms. Co-produced by BRBs
creative studio, Screen 21, and Outfit7, the series will be distributed around
the world by BRB Internacional.
Weve spent many years developing our brands, their characters and
personalities, so that they resonate with people of all cultures, ages and
demographics, said Samo Login, Founder and CEO of Outfit7. It is
important that we partner with a company that shares our vision and
love for our characters. BRB have both the experience and talent to
deliver first class content that will further engage with our fans across
the world.
Carlos Biern, CEO of BRB Internacional, commented: I dont know
anyone who doesnt have these characters on their tablet or mobile
phone. We have the good fortune of being able to draw the millions
of fans of this brand even further into their universe. The incredible
number of hits generated from their first shorts on YouTube, in
addition to the 200 million people engaging with them every
month, prove there is an audience waiting to consume Talking
Tom and Friends content on TV. Were confident that, together
with Outfit7, we will drive the brand to new heights.
16
EVOLUTION
APPOINTED FOR
HANNIBAL
Evolution has been appointed as
the global licensing agency for
Gaumont International Television and
NBCUniversals TV series Hannibal.
The announcement was made by
Travis J. Rutherford, President of
Licensing and Retail Development
for Evolution, Kim Niemi, Senior Vice
President, NBCUniversal Television
Consumer Products Group, and
Tim Farish, Head of Marketing for
Gaumont International Television.
Evolution is pro-actively seeking
manufacturing and retail partners to
launch the brand in North America
and Europe via key product categories,
including
Apparel,
Accessories,
Fragrance, Home Furnishings, Home
Decor, Games and Collectibles.
EUTELSAT TO BE NEMS DIAMOND SPONSOR

In the ever-evolving global media industry, NEM is at the forefront of
emerging media trends. The New Europe Market brings together leading
figures from all sides of the global media industry, whose decisions influence
the latest technological and content
standards.
Following the first event last year,
NEM has established itself as the leading content market in the region; offering various thematic panels that
provide insight into the newest industry trends, and cutting-edge presentations from influential figures in the
global television industry.
NEM 2014 will be held at the Dubrovnik Sun Gardens and Radisson
BLU Resort & Spa; where the Mediterranean atmosphere will provide
for a more relaxing and conducive
networking and business environment.
The leading global satellite operator,
Eutelsat, has confirmed that it will

once again be the
Diamond
Sponsor for the second New Europe
Market, NEM 2014,
which will be held
from June 10th to
13th.
Eutelsat
recognized NEMs influence at its first
ever edition, NEM
2013. Apostolos Triantafyllou, Senior
Vice President of Sales at Eutelsat for
Central & Eastern Europe, Caucasus
and Central Asia, said, Its with great
pleasure that Eutelsat has decided
to sponsor NEM for the second edition. It is a great occasion to reunite
all our trusted partners and friends
in the region and to demonstrate our
attention to their needs. Eutelsat has

optimal resources to better serve the
broadcasting industry and the market
dynamics! See you all in June!
For more information about NEM
2014, visit www.neweumarket.com
or via Facebook, Twitter, LinkedIn, and
Instagram.
KAZACHOK NEWS
For over a decade, Kazachok has

organized the only show dedicated
solely to licensing and brand extension in France. The 11th Edition of
this unique fair will take place on
April 1st and 2nd 2014 in Paris.
France is a complex market; the
French are demanding and critical,
distribution circuits are difficult to get
into and licensing in many ways is very
different from other countries in Europe.
The way that Kazachok is organized
is unique and allows people in attendance to conduct business and networking at any level. Licensees flock
to the fair because

over and above
the Pitching Sessions about licensing strategies they
can also exchange
views with other
participants and
share with other
manufacturers the
way that they see
different categories developing.
Buyers and marketers attend because they clearly understand how crucial it is to discover
new brands and properties very early
on as well as learn about the marketing and communication plans unveiled
by exhibitors.
In terms of the program, over the two
days, the Forum hosts an extensive
array of topics including conferences
on key topics, pitching sessions and
private keynotes, special events and
more.
The event also includes the Brand
Awards event with awards presented
to the best in Art and Design, Celebrity, Entertainment, Corporate/Brand,
Sport, Communication and Promotion, Product Innovation and License

of the Year.
Amongst the many exhibitors are
most of the leading companies in
France including CPLG, Ankama, Casterman, Les Editions Albert Rene, Biplano, Bamboo Edition, Edis, Eurogift,
FranceTV Distribution, Freegun/
Textiss, Gallimart Jeunesse, Gaumont
Animation, Groupe Delcourt, hasbro
Brand and Licensing, Kontiki, Millimages, Le Petit Prince Licensing, Nelvana, Nickelodeon/Viacom Consumer
Products, Planeta Junior France, Studiocanal, Longboard/Norprotex, Mediatoon, M6,Teo Jasmin,Telfrance Interactive, TF1, The Licensing Company, Toei
Animation Europe, Viz Media, Warner
Bros Consumer Products and Zodiak
Kids.
An event for distribution and buying professionals will take place on Wednesday, 2
April from 12.30 to 14.30.
French buyers and marketers will discover
the upcoming brands for the new seasons.
For more information or to register
to attend, e-mail:
forumregistrations@kazachok.com
or call +33(0) 1 55 95 00 20.
17
COVER
STORY
Winx Club
Celebrates 10 Years
The magical Winx Club
brand is celebrating
its 10th anniversary
throughout 2014.The
anniversary underlines
the stability and enduring
popularity of a fantastic
brand that has been at
the top of the girls sector
for a decade now.
The anniversary calendar is
supported by a wide-ranging
marketing plan full of activities, from
a huge programme of events to
retail promotions and strategic
partnerships designed
to engage all target
markets and
highlight Winx
values.
Rainbow
always
ensures
that
marketing activities
reflect those brand
values that have made
the property such a success
values like energy, friendship and
fashion. All activities therefore, are
carefully planned and structured to
involve initiatives that keep those
brand values well to the fore.
Winx Club in particular is a
phenomenon. Ten years after its
first broadcast it is today one of the
18
most successful 4-12 year old girls

properties of all time. The series
boasts over 15 million viewers
each day across 115 broadcasters
worldwide. The thrilling and
enchanting adventures of a group of
young fairies have so far produced
six animated series (with a seventh in
production), as well as three featurelength movies and an enormously
successful licensing programme. Winx
Clubs blend of action, adventure
and comedy, not to mention magic

and stunning designs, has proved
massively appealing to girls aged from
4 to tween and even teen. That
appeal has in turn attracted over
500 licensees, across a multitude of
categories with over 6000 products
developed every year.
One of the most important countries
for the expansion of Winx Club is
Russia, where the trendy fairies are
loved by a huge fanbase. Lots of news
are in store and the release of the
highly anticipated third movie in
October looks to be a highlight
for the brand. Winx Club has been
airing continuously on key Russian
TV channel CTC since 2008
and reaches millions of
viewers. Importantly the
Russian market is key in the
digital field being the number
one territory in the world for
Winx Club YouTube views incredible
seven million a month whilst Russia
also boasts the most visitors to the
Winx Club website, attracting more
than 350,000 monthly, whats more
the territory has driven the highest
number of downloads
when it comes to
the Winx Club app.
There are over
one hundred
Russian licensees
covering all the
core categories and
they are supported
by an extremely
strong marketing
plan that includes
amongst other high
profile promotions
an upcoming
paneuropean
agreement with
McDonalds which
Winx Club is
one of the most
successful 4-12
year old girls
properties of all
time.
No other
property in its
demographic
boasts such a
solid command of
all aspects of the
industry.
will see Winx Club feature as part of
a Happy Meals activity.
Among all the marketing activities
planned for the Russian market, a
hugely exciting link-up with Kira
Plastinina, the major Russian fashion
designer whose name is behind more
than 300 stores in Europe and Asia to
celebrate the fashion DNA of Winx
Club. This has seen a brand new Winx
Club doll hit the shelves complete
with a special new outfit designed
exclusively by Kira herself. The

high-end, collectible doll is now on
sale at selected retailers and comes
complete with luxury packaging
that will prove irresistible to Winx
Club fans looking for a truly special
product from their favourite show.
officially unveiled at a magical event

in Yakimanka Childrens Gallery in
Moscow. It will be distributed in a
limited edition by Gulliver, Winx
fashion dolls distributor, and one of
the leading player in the Russian toys
market.
Every single doll sold will also

help enrich the lives of deprived
children as part of the sales income
will go to the Planeta Mira cultural
and charitable fund. The doll was
After ten years, Winx Club is

stronger than ever and it seems
certain that the next decade will
prove just as exciting for this truly
magical brand!
Kira Plastinina & Lorena Vaccari

Make Magic To Create New Fairy Flora Winx Doll
Kira Plastinina and Lorena
Vaccari, Head of Promotion
and Retail at Rainbow, talk to
Total Licensing New Europe
about the Winx Fairy Doll
by Kira Plastinina project,
the fashion world and the
popularity of Winx Club in the
Russian market.
Winx characters. It was twice as

interesting for me because I recalled
my childhood. And I recalled the time
when I was a little girl and created
first dresses for my own dolls. I
wanted to inspire girls and give them
a chance to make a look for their
own dolls.
TLNE: Congratulations on your

limited edition Winx doll. What
attracted you to the project and
your involvement with Winx and
Rainbow?
When I was a kid I had one of my

favorite doll whose name was Monica.
One day when my mother was at
work I liked my mothers scarf
very much so I took it and made
my doll a dress. While this outfit was
being created no scarf was damaged
(laughs)! But as a result there is a
Kira Plastinina: It was a pleasure

for me when Winx Club asked me
to create an outfit for one of the
That is why in the box of my doll

Flora there are wings the girls can
color and feel a real designer.
Lorena Vaccari
Kira Plastinina
19

bright and appealing outfit.
I selected Flora because I like her
role in the cartoon and I like her
personality very much. I appreciate
her modesty, her positive attitude to
life and her wish to make everything
better.
It is a limited collection and every
doll has a unique number which you
can find on its package.
TLNE:The
limited
edition doll
was officially
launched on
February 9th.
How was the
event?
KP: The event was
really exciting! It attracted a lot
of attention from the media and
celebrities, but mostly important
the kids, who were the most
important participants. We made a
full size dress and found a model to
wear it and make kids were eager to
take photos with me, with the model
and their new friend - the doll Flora.
During the event there was also a
fashion show with my younger sister
as a model, the master-class of kid
make-up and nail service. That was a
real festival of fashion for kids!
TLNE:The doll will help
deprived children through the
Planeta Mira fund, is this a cause
close to your heart?
KP. We have had a close
cooperation with Planeta
Mira Fund for many years
already. There are a lot
of projects we have
implemented
together, but
many more are still to be

worked on.
TLNE: Although
you are still only
21 you have
been a famous
fashion designer
for some years
was it always your
ambition to go into
design?
KP: I always wanted to be a
fashion designer. For my first
attempts I used my mothers
clothes (I frequently lent some of her
dresses to make my own ones) and
my first outfits were designed for my
dolls and pets.
TLNE: How would you describe
the Kira Plastinina dolls outfit?
KP: I envisaged a romantic, tender
but at the same time bright and
appealing outfit for Flora. In my
opinion, we managed to implement
our ideas to life even better than the
first drafts were.
TLNE: Do you think that the
partnership with Winx Club will
continue?
KP: Yes, and I hope that we will be
able to continue our partnership in
future and my Flora will inspire me
for creating my future small
fairy collections! Working
with such a
professional
team which
are so absorbed in their work is

really a pleasure. I would like to
thank everyone who took part in our
project and am looking forward to
meeting them again!
TLNE: Winx club is very much
about fashion. Is that what
inspired you to work with Kira?
Lorena Vaccari: Of course! Kira
is one of the biggest names in the
fashion business and her cool, stylish
and exciting designs are a perfect fit
for the image that the Winx Club
fairies project.
TLNE: Why did you choose to
develop a doll?
LV: Winx Club is
one of the worlds
top TV shows for
girls aged 4-12. A
doll seemed an ideal
way to reflect the
style and beauty of the
Winx Club fairies for its
young audience. But this
is no ordinary doll. It is a
limited edition, beautifully
designed and packaged
doll for an audience
that wants a very special
souvenir of the Winx fairies.
TLNE: How important is
Russia as a territory for
Winx Club?
LV: Russia is one of the ten
biggest markets in the world.
20
Winx Club is
a worldwide
phenomenon,
continuously
broadcast in over
130 countries with
top ratings.
It is also relatively new to licensing
and expanding very quickly, with a
loryoung audience eager to hear
about new and exciting products
based on their favourite television
characters.
Winx Club has enjoyed enormous
popularity among Russian viewers
and has excellent long-term potential
in this vast market.
TLNE: : Its Winx Clubs tenth
anniversary this year, what other
special events do you have
planned?
LV: The anniversary calendar will
be supported by a wide-ranging
marketing plan full of activities,
from a huge programme of events
to retail promotions and strategic
partnerships designed to engage all
target markets.
and emphasise the positive values

we associate with the Winx world.
Fashion, of course, is a core value of
primary importance to the brand.
TLNE: : What is your next
project with Kira?
LV: Our hope is that this exciting
project will be the beginning
of a long-term partnership.
Find Winx
at
Licensing Forum
in Moscow
&
Bologna Licensing
Trade Fair
Kira has a lot in common

with Winx brand as a
fashion leader, of course, but
also as a cool, stylish and
trendsetting personality with
enormous popularity in the
Russian market. Last but not
least...we both also have a
positive wink to the pink
colour ...
Each project we develop has a

clearly defined aim: to highlight
Follow us!
www.winxclub.com
www.youtube.com/user/WinxClubEN
www.youtube.com/user/WinxClubRU
www.facebook.com/Winx Club
Coming soon!
Rainbow S.r.l.
via Le Brecce , 60025 - Loreto (AN) - Italy
e-mail: licensingdept@rbw.it
www.rbw.it
21
Winx Club

2014
10-

.

,

.

,
,

Rainbow
,
, , .

.

. ,
,

22
4-12 .
15

115
.
( )
, .
, ,
,

.
500
.

6000 .

.

.
,

.
2008
,
. ,

.

YouTube
, .

(
350 000 ),
.

.
, ,

,

, Winx

4-12

.
McDonald,

Happy Meal.

,
,
300
.

- .

.

.
,
,

.

-

-
. -

.
,

.

, ,

- !

,

Rainbow,
,
.
TLNE: .

Rainbow?
:
, WINX CLUB
-

WINX .
, ,
,

,

.

,
, .

, .
,
,
23

, .

().
.
,

. ,

.

,

,

.
TLNE:

9- .

?
:
,
,
- .

, ,
- .

,

.
!
TLNE: -
. ?
:

.

24
,
.
TLNE: 21-,

.

?
: I .
(
),

.
TLNE: ?
:
, ,
. ,

, .
TLNE:

?
K: , ,

WINX!

- ,
,

,
, !
TLNE:
.
?
: !

, ,
,

.
TLNE:
?
: -
4-12 .

.
. , , ,
.
TLNE: ?
Winx

15
115
.
:

.
.
, ,
.

.
TLNE: :
.
?
: ,
,

.

:

.
.
TLNE: : ?
: ,

. -

,

,

. ,
,

Winx :
Bologna Licensing
Trade Fair
!
www.winxclub.com
www.youtube.com/user/WinxClubEN
www.youtube.com/user/WinxClubRU
www.facebook.com/Winx Club
!
Rainbow S.r.l.
via Le Brecce , 60025 - Loreto (AN) - Italy
e-mail: licensingdept@rbw.it
www.rbw.it
25
International Trend Selection 2014

Each year, Spielwarenmesse is without doubt a showcase for licensed toys.This year, at biggest show ever licensed products
were present across almost all booths and in every product category.
A special highlight at Spielwarenmesse is the International Trend Selection, in which international media partners present
the top three properties with potential in their respective country markets.
Results of this selection highlight the differences between worlds markets.While the Teenage Mutant Ninja Turtles, Disney
properties and Skylanders are, as expected, on the lists, the Turkish Top 3, for example, is quite surprising and reflects
the importance of local properties which are still in many cases the most popular and, as such, resist the more global
phenomenon influence.
More information is available at: http://www.toyfair.de/highlights/?L=1
Here, TLNE brings you the results and available descriptions of all the selected Top licenses with the spotlight, of course,
on New Europe territories: Russia & Turkey.
Germany

Teenage Mutant Ninja Turtles
Violetta
Looney Tunes Co-Brand. NBA
Peppa Pig
Mike the Knight
France
Turkey
Calimero
CAN
Niloya
Tenkai Knights
LoliRock
Sindy
Italy
UK
Barbie
Matt Hatter Chronicles
Peppa Pig
How to Train Your Dagon
Mickey Mouse
Russia
USA
Masha and the Bear
Skylanders
WinX Club
Doc McStuffins
Amazing Spider-Man 2
Cars
26
Spain
RUSSIA
Top 1: Masha and the Bear
The franchise was developed based on a famous Russian cartoon series. Its the first Russian animation brand that connects with the children all over the world thanks to its style and emotional appeal
generated by the top-notch animation quality and amusing scenarios. The series tell us about a unique
relationship between the two main characters. Masha is an exceedingly active little girl who cant sit
still on one place and has to make everything a business of her own. Her curiosity is off the charts and
as every child she believes that the world was created for her amusement.The Bear is a big and hearty
guy who loves comfort and whose life is quite average and boring without Masha.
Licensor: Animaccord Studio/Masha and the Bear
Licensing Agency: INK Brands
Top 2: WinX Club
Winx Club is one of the most successful 4-12 year old girls properties of all time. No other property
in its demographic boasts such a solid command of all aspects of the industry. Winx Club is the only
kids brand supported by 104 half-hour TV episodes, 2 big-budget theatrical features: Winx Club The
Secret of the Lost Kingdom (2007) and Winx Club 3D Magical Adventure (2010), a Broadway-style
kids musical, an ice skating show, an MMO Game (slated for 2014), billions worth of merchandising at
retail all over the world and even a theme park. Winx Club is a worldwide phenomenon, continuously
broadcast in over 130 countries with top ratings
Licensor: Rainbow s.r.L.
Top 3: Cars
Cars is a 2006 animated film produced by Pixar Animation Studios and released by Walt Disney Pictures and Buena Vista Distribution. The movie was directed by John Lasseter and co-directed by the
late Joe Ranft. A sequel, Cars 2, was released in theaters on June 24, 2011. Also Planes is an spin-off of
the 2006 animated film Cars and the 2011 animated sequel Cars 2. Cars is still a strong licensing topic
spreading over Russia.
Licensor: The Walt Disney Company
Licensing Agency:The Walt Disney Company CIS
TURKEY
Top 1: CAN
CAN is a 5 years old curious and cute boy who has a very lovely family including his father, mom,
grandma, sister and elder brother. In each episode, CAN learns some values and good manners of life
from his family members and he repeats with a song what he learned in the episode. CAN is already
on air with the first season. Another season will be ready in March 2014.
Licensing Agency: Metropol Lisans A.S.
Top 2: Niloya
Kaynak Licensing is about to complete the first season of its first animated cartoon serie Niloya.
Niloya is a 4 years-old sweet and curious girl living in a town close to the city center with her family.
She explores and learns new things every day with the help of others in the family and she is very
curious about the nature. Niloya has a very strong imagination power and you can see all her imaginations from the songs she performs in every episode. The cartoon series will start on Yumurcak TV
channel in 2014.
Licensing Agency: Kaynak Licensing
Top 3: Sindy
With the newest face and style, in September 2013, Sindy the worlds famous doll brand has celebrated 50 years of success. Over all of these years Sindy has been a role model, best friend and fashion
icon to millions of girls.There will be over 25 new doll models of Sindy in 2014 with a recently updated
style guide offering new elements and design contents for licensees use for their product categories.
Licensing Agency: Lisans Medya
27
Properties International Trend Selection

(in alphabetical order)
Amazing Spider-Man 2
Spider-Man is one of the biggest icons in popular culture with a long-established legacy amongst boys
and men. This year, Marvels Amazing Spider-Man returns in an all-new theatrical adventure. Spider-Man
must save New York from the electrifying power of fan-favourite villain Electro, with new characters joining this new film. Spider-Man provides all of the action, heroics and fun of Super Heroes that people of
all ages seek out, leveraging the worldwide awareness and multinational appeal of the character and his
universe to create products that appeal to people of all ages.
Barbie - No 1 Italy
Barbie is a fashion doll manufactured by American toy-company Mattel, Inc. and was launched in March
1959. American business woman Ruth Handler is credited with the creation of the doll using a German
doll called Bild Lilli as her inspiration. Barbie is the figurehead of a brand of Mattel dolls and accessories,
including other family members and collectible dolls. She has an on-off romantic relationship with her
boyfriend Ken, who first appeared in 1961.
Calimero - No 2 France
For its 50th anniversary, Calimero is back in a new CGI series.With his three companions, Calimero sets
off on wild adventures to put right all those things in life that are just not fair. Produced by Gaumont
Animation, the series will start airing in 2014 on key free to air channels. A new licensing programme will
follow targeting both adults with vintage products and children 4 to 7 with products based on the new
CGI designs. A large range of toys and games will be developed as well.
Doc McStuffins No 2 USA
Doc McStuffins is an imaginative animated series on Disney Junior which follows Doc, a six-year-old girl
who communicates with and heals stuffed animals and broken toys out of her backyard playhouse clinic.
The series highlights the importance of taking care of oneself and others, while showcasing the hallmarks
of great Disney storytelling fantasy and wish fulfilment. Appealing to the nurturer in children, the
come-to-life element of the Doc McStuffins toys supports aspirational doctor play amongst children. Doc
McStuffins was the fastest-selling franchise at the The Disney Store in 2013 and with a newly-launched
seriesand significant cross category expansion throughout 2014, the franchise continues to grow from
strength to strength.
How to Train Your Dragon - No 2 United Kingdom
The franchise began in 2010 with film which told an original story about a mythical world of dragons,
combining action, adventure and comedy into one amazing movie that touched the hearts of moviegoers around the world. The film drove $500M in box office, 2 Academy Award nominations, 10M videos
sold and $1B in retail sales globally. DreamWorksDragons: Riders of Berk TV series launched 2012-2013
and rose to #1 in many of the 57 countries airing, with season 2 Defenders of Berk airing 2013-2014.
The release of How to Train Your Dragon 2 has driven a massive expansion in 2014 into all key hardline/
softline consumer products categories as well as publishing, online and app games, and live entertainment.
LoliRock - No 3 France
LoliRock, a new and exciting music-based animated TV show targeted at the hugely exciting 5-10 girls
market, follows the adventures of Iris and her friends of her LoliRock band as she discovers a new world
of music, mystery and magic. Initial launch in fall 2014 on France 3 and EMEA.
Looney Tunes Co-Branding NBA - No 2 Germany
The Looney Tunes have been delighting the public worldwide for decades and are global entertainment
idols. They are now teaming up with the NBA, the global sports and media operation especially known
for the US basketball league. The deal is designed to increase interest in an active lifestyle and encourage
children in EMEA to play basketball. The products produced for this will integrate the popular Looney
Tunes characters with the NBAs branding, and feature Bugs Bunny, Daffy Duck and other Looney Tunes
characters in NBA team jerseys. Co-branded basketball training to be held at selected NBA events in
Europe will be one key aspect of the partnership.
28

Matt Hatter Chronicles No 1 United Kingdom
International hit series about a schoolboy destined to be the next Hatter Hero. Matt must protect and
defend a secret dimension called the Multiverse accessed only via his family home, the Coronet Movie
Theatre. Famous movie villains screened at the Coronet have escaped into the Multiverse and are under
the evil control of Lord Tenoroc. Matt and friends Roxie and Gomez must defeat and capture the Super
Villains and save his grandpa!
Mike the Knight - No 3 Germany
Through comedy, adventure and magical mishaps, Mike rises to each challenge tackling each mission according to his motto Be a Knight, do it Right together with the help of his closest friends: Sparkie and
Squirt (a pair of tame dragons) and his trusty horse, Galahad.
Mickey Mouse - No 3 Italy
Mickey Mouse is a funny animal cartoon character and the official mascot of The Walt Disney Company.
He was created by Walt Disney and Ub Iwerks at the Walt Disney Studios in 1928. An anthropomorphic
mouse who typically wears red shorts, large yellow shoes, and white gloves, Mickey has become one of
the most recognizable cartoon characters in the world. Mickey generally appears alongside his girlfriend
Minnie Mouse, his pet dog Pluto, his friends Donald Duck, and Goofy, and his nemesis Pete, among others.
Peppa Pig - No 2 Italy, No 2 Spain
Peppa Pig is a British childrens animated television series created, directed and produced by Astley Baker
Davies and distributed by E1 Kids.To date, four series have been aired. It is shown in 180 territories. Each
episode is approximately 5 minutes long. The show revolves around Peppa, an anthropomorphic female
pig, and her family and friends. Each of her friends is a different species of mammal. Peppas friends are the
same age as she, and Peppas younger brother Georges friends are the same age as him. Episodes tend to
feature everyday activities such as attending playgroup, going swimming, visiting their grandparents, going
to the playground or riding bikes.
Skylanders - No 1 USA
Skylanders SWAP Force builds upon the success of the Skylanders franchises signature gameplay and
collectible toy experience, adding an all-new dimension to the toys to life innovation.As the third instalment in the award-winning series, the game introduces a compelling play pattern swapability that lets
gamers transform 16 SWAP Force inter-action figures into more than 250 unique characters by swapping
the top and bottom halves of the toys. Portal Masters can mix and match characters powers and moves
to experience an unprecedented level of choice. Fans also can play Skylanders SWAP Force with their
entire collection of 100+ characters from Skylanders Spyros Adventure and Skylanders Giants.
Tenkai Knights - No 2 France
In Tenkai Knights, teenagers Guren, Ceylan, Chooki and Toxsa accidentally stumbled into an interdimensional portal and ended up on the world known as Quarton. They emerged as Bravenwolf, Tributon,
Lydendor and Valorn, the legendary Tenkai Knights. Now these four friends hold the fate of two worlds
in their powerful robotic hands and must master amazing powers to stop the evil Vilius and his army of
shapeshifting robots from destroying both Quarton and Earth.
Teenage Mutant Ninja Turtles - No 1 Germany, No 3 Spain, No 3 United Kingdom
Leo, Donnie, Ralph and Mikey have turned the world green and the mutant momentum continues into
2014 and beyond. With strong viewership around the world and best-in-class products, the Turtles have
emerged as this generations household heroes. Throughout 2014 and 2015, massive investments in integrated marketing campaigns, paired with all new content, fresh creative and a major theatrical release
will engage core fans and recruit new ones.
Violetta No 1 Spain
Violetta is a romantic Telenovela full of humour for girls from 8 to 13 years. The story is about Violetta,
a lonesome teenager with a lot of talent. After living some years in Europe she moves back to her home
country Argentina. In Buenos Aires she finds true friends and the love, while she discovers her appeal for
the music. The first and parts of the second edition were already aired with a huge success on Disney
Channel.
29
RUSSIAN
LICENSING FORUM
12-14 March | Crocus Expo | Moscow
The Russian Licensing
Forum - the event that
brings together brands,
images and other
characters for licensing,
was held from 12 to 14
March 2014 at Crocus
Expo International
Exhibition Center in
Moscow.
The exhibitions leading partner
this year is Nickelodeon Viacom
Consumer Products, and major
exhibitors included Melnitsa Studio,
Rainbow Srl, Riki/Marmelad Media,
Animaccord, Disney, Playcom and FC
Zenit.
Further exhibitors at this years
event include Ink, Megalicense,
Brand Extensions Russia, ELC, Icon
Promotion, Plus License, Alfa-Studio,
KinoAtis, Aeorplan, CLS, Toonbox
Studio, Tempting Brands, Stella+,
Detskiy Klub, Edis SpA, the the
Russian Animated Film Association,
Among all the advantages of the
visiting the Forum for producers of
various kinds of products (fashion
apparel, food, drinks, household
goods, toys, hobby; video, home
entertainment, stationery; sporting
goods; publishing business, gifts,
souvenirs, beauty, accessories and
others) is a new look of your product,
30
which opens the perspectives and

opportunities for goods and services
promotion.
In addition to the exhibition, there
were a business program including
presentations, conferences and
seminars led by leading experts in
licensing.
In addition to
the exhibition,
there was a
major business
program
including
presentations,
conferences and
seminars led by
leading experts
in licensing.
Key speakers uncovered the
secrets of how to create, manage
and promote licensed brands and
products. They also shared their
know-how, in terms of the best
technology and tomorrows trends.
A busy business program and
specialized exhibition are very

effective ways to widen the scope of
a brand and increase its recognition
in Russia.
Key areas covereded during the
Russian Licensing Forum included
national Russian brands, marketing
and licensing, the protection of
intellectual property, the licensing
market in Russia and the CIS, as well
as statistics, trends, facts and new
media and digital in licensing.
The Russian Licensing Forum is held
with the support of ADGI (The
Association of Childrens Goods
Industry) which is the organiser of
the business program this year.
Key media partners include Vestnik,
the leading information portal
devoted to licensing in Russia who
are the official information partners;
and Total Licensing, who are general
information partners.
CJSC RNTA-EXPO, organisers of
the event, are leading professional
exhibition and marketing service
providers. Besides The Russian
Licensing Forum, RNTA Expo
organise the Toys & Kids Trade Fair
in Russia.
For further information, please visit
http://www.licensingexpo.ru
Brand Extensions Russia

exhibited at the recent
Russian Licensing Forum.
Jane Evans, CEO of BER,
gave her impressions of
the Russian market, and
the show in particular,
to Total Licensing New
Europe.
Our observation of attendees at the
Russian Licensing Forum over the
last couple of days has demonstrated
there are some upcoming trends
among some categories and an
increase in interest in licensing from
companies of many different sizes.
Over the past 10 years Russian
manufacturers have generally focused
on media brands. Today, whilst

maintaining that interest, they are
starting to look for brands that are
stable and have longevity. We saw this
in apparel, back to school and even in
more niche product categories.
Another trend is that established
licensees, having secured their kids
portfolio, are now looking for the
next age groups of 14-19 and adult
brands. People now understand that
a great idea with dynamic execution
of visual components can be sufficient
to build a highly successful collection
or line without the need for media
support.
to be very popular. Parody is a new

and exciting area for Russia as it is
completely unknown in this market.
Launched in 2008 Takkodas award
winning brand, Pets Rock, is a striking
play on our enduring fascination with
pets and the cult of celebrity. We have
been very pleasantly surprised by the
level of interest from a wide variety
of categories and look forward to a
truly successful programme in Russia/
CIS.
Another trend is the number of
attendees from Ukraine which really
seems to be the next big market after
Russia (despite the current political
situation) although most of the big
Russian companies have Ukraine
and some other CIS countries in
their license agreements Ukrainian
companies are now looking for
rights for
themselves not
via a Russian
licensee. Other
CIS countries
also seem to
be getting the
licensing vibe
and we have
met people
from Armenia,
Azerbaijan and
others.
Other recent property acquisitions
by Brand Extensions Russia are Angel
Cat Sugar, for whom we have already
secured a publishing and a back to
school deal, and Dakar the world
famous rally held in uncompromising
landscapes which offers a completely
different opportunity for licensees
and consumers.
Finally we have secured an agreement
for stationery and bags with The
Academy Group for Pepsi; ranges of
bed-linen and other bedroom textiles
with OTK for Hallmarks Forever
Friends, three publishing deals with
Fenix for Gem Fairies, Turizmo and
Angel Cat Sugar and more in the
pipeline.
We are very much looking forward
to the next three to six months until
we next exhibit at Brand Licensing
Europe in London in October.
A great example is Pets Rock which

Brand Extensions Russia signed just
a few days before the show. They
say that every person looks like
their dog, cat or hamster and this
unique take on famous personalities
through our favourite pets is proving
31
12-14 | |

-

12 14 2014
( ,
3, 17).

,

,

, , ,

.

2014
Nickelodeon Viacom Consumer
Products -
-
VIACOM International Media
Networks (Nickelodeon, MTV,
Paramount).
VIACOM 600 .
150 .

, ,

Nickelodeon
, .

:
, RAINBOW,
32
/ ,
, DISNEY,
(Cut the Rope), .

:
INK, , Brand Extensions
Russia, ELC, ICON Promotion, Plus
Licens.
2014

:
CLS
, Toonbox,
Tempting Brands AG, ,
, , EDIS S.p.A.,

.

,

,

www.licensingexpo.ru

,

.

,

,

.

,

,
.

,

,
.

(1419 ) .

: ,

.

Pets Rock,

Brand
Extensions
Russia

.
Takkoda c
,

-
(,
)

.

,
. Takkoda
2008 ,

.

. ,

Pets Rock.

(
).
,

.

,
.
,
,

.

- Angel Cat Sugar
(
)

(

).

Pepsi (
),

Forever Friends
(Hallmark)

,

Gem Fairies, Turizmo
Angel Cat Sugar.

Brand Licensing Europe
.
33
NICKELODEON

Paramount
Comedy
,
Nickelodeon
.
Nickelodeon

, .

16-
CSTB2014 -

.

,

. , ,

, -
Nickelodeon Paramount Comedy
VIMN , , , .
VIMN

3D
.
468 ,

369 172 .
-

, Paramount
Comedy Nickelodeon
2013
. ,
Paramount Comedy
(

-
)

. , 2013

Paramount Comedy
18 34 112%
2012 [1].
Nickelodeon 2013 , ,
1
[2].
2013 Nickelodeon
15-
. 2013

: 96%
.
,

,
,
, .

.
4,5 . 130
. ,

,
-, ,
. -
34

.
Paramount
Comedy Nickelodeon 2014
.

Nickelodeon 2014-

,

Kids
Choice Awards,
-.
Paramount Comedy

,
,

-
.
12 (398 ,

),
300 000 ,
675 000,
:
,
(400 ),
210 000 .

. ,
2010 ,
6 2014 .
- - .
97,6 .
($ 2,81 .),
-
.

:
.
-
-
.
,
.
,
-
, .
!
,
, .

, ,
, -
.

.

.
,
,
,

... !
?
?!

, , -
- ,
?
, )

,

6 - 8 .

2015 .
,

:

!

,
, , ,
.
,
,
. ,
- ,
,
. , ,
-

!
, :

,
.

.
,
,
. , (. ,
2011 ), . ,
,

.
,
, ,

.

,
10
. 2011
:
.
:
: 3D CGI stereoscopic
: 85 .
:
: ,
: ,
:
: In Production
: 2015 .
35
:
!

-

: ,

2013.
, - :
-
- ,
,

. - :
, . 2D
-- ,
,
. ,
,

-
,

.

,

,
,
,

3D, ,
,
,
.

.

, , - -
.
-
: , , ,
, , ,
, , , .

- -
,
, -
.

,
,
.

170 350 ..:
.
,
,
-.
10
, ,
1,5 .

14
2 ,

.
, -

36
:

, ,
, , ;

;

(, );

, - ;

,
, , , , , .
,
,
,
,
,
.

:

,
, ,
, , . ,

,
.
-
: ,
.
- 2 : 6
,
5 000 .
www.licensingrussia.ru

, Synovate Comcon,
CJF -

,

. :

.
,

,

. ,
,

.

, Synovate Comcon
2013 ,
, Synovate Comcon.
,
1400 1400
4-15 , -.
:
38
, ,
.
,

,

.
4
25,2
. 68%

4
, 4-6 77%,
7-9 72%,
10-12 65%, 13-15
49%. -

(67% ),
(47%),
(33%),
, (31%).

4 (52%), (30%),
(23%), (22%),
(19%).
Synovate Comcon
.

30-50%.
, 50%
, , 41 %

, ,
, 9%

, ,
.
, 47% , 41%

. .
,
,

.

,
(, ,
). 27%
,
,
. 11% , ,
.
,

Synovate Comcon ,
,
.
,
, ,
, - .
-
,

.
,

: ,
,
.
, ,
- .

,
:

, -

Angry Birds.

Subway Surfers.
.
Subway Surfers,
,
. ,
Angry Birds, Subway

Surfers

,
.

.

.
,

,
: ,

,
.

.

-

,
. ,
,
,

,
.
39
RUSSIA
By Philippe
Guinaudeau.
Kidz Global
philippe.guinaudeau
@kidzglobal.com
A Market Overview
Consumer Trends
Consumers are increasingly showing
preferences for brand name products,
especially those from entertainment
properties, and Russians are no
strangers to this trend.
This allows the licensing industry to
develop more towards franchises, and
in more product categories.
However, this intensification of the
competition also creates a tougher
conditions for entertainment
companies to operate their
properties. Therefore, a thorough
knowledge of the market factors,
components and trends is required to
avoid any severe downturn in sales.
export to other territories. Some

other national brands also play a
key role in the licensing market in
the Russian Federation, such as Nu
Pogodi, Pooh (Soyouz Films) or
Cheburashka.
But international brands develop
fast. In the recent years, international
brands strongly pushed ahead, mainly
American names.
This strong ground for national
brands works in conjunction with
developing international brands,
especially in recent years, making the
Russian market a very interesting
market to expand.
Industry Outlook
The Russian market for the licensed
Entertainment brands shares with
the other BRIC countries (Brazil,
Russia, India and China) three main
characteristics:
Major appetite for licenses. Russian
consumers are more and more
sensitive to entertainment licensing.
As a matter of fact, the top 30 most
popular brands are known by at least
75% of the kids depending on the
age group with each kid knowing at
least 24 of the top 30 brands!
National brands are key! National
brands take a significant space in
the market, especially top brands
Smeshariki and Masha & the Bear
(see below example with infant girls).
These brands, amongst the most
popular across all age groups, even
40
targeted to young kids, makes its way

through the most demanded brands
in the territory; as this happened
in 2013 in Italy, Germany, Spain or
Australia.
Competitive Landscape
The competition would be organized
between Russian brands (such as
Smeshariki or Masha & the Bear), US
brands or European brands.
In general, most of the top brands
originated from TV shows or
theatrical, both for the national and
international properties. Interestingly,
video-games brands do not perform
as well in the Russian Federation as in
the other countries, including among
the older kids (10 to 14). Mobile
games would record slightly better
results though.
Product Categories
Industry Trends
In addition to the push of
international brands accompanying
the building of the Russian Licensing
market, there are two other
important trends, that are shared
with the other the European
territories:
The life cycle of digital brands,
such as famous Angry Birds, tends
to extend; and as a consequence,
these properties remain much longer
among the most popular brands of
Russian kids.
UK phenomenon Peppa Pig,
Entertainment on apparel is a good

match in the Russian Federation.
Every time a product was considered
for purchase, over 50% of the kids/
parents would consider the brand on
a tee-shirt, shirt or jacket.
Traditional entertainment categories,
such as plush, toys and games or
publishing, would appeal to 30% of
consumers, and this figure is growing;
some brands, such as Masha, could
even attract up to 58% of intention
to buy. Older kids are also interested
in licensed products on video-games
(Lego: 45% for instance) as well as
DVDs.
PETER MAFFAY
THE BIG INTERVIEW
By Goran Krnjak,
Editor of
Total Licensing
New Europe
Total Licensing New

Europe spoke to
Peter Maffay, German
rocknroll legend, about
Tabaluga, his music and
his charitable works.
Peter Maffay is not only one of the
most successful German musicians
of all time, a living rocknroll legend,
he has also succeeded in using his
enormous popularity to create and
support a good cause.
GK:Your new album was

released in January and it is
another one which went to No
1 in the German charts. How
many albums have you released
up until now?
PM: Honestly, I dont know, I dont
count them.You could say that
generally every 2-3 years we have an
album, so, on average, over the past
40 years that would be something
like 20 albums. And other projects, of
course, like Tabaluga.
As soon as Peter Maffay starts talking

about Tabaluga (and other charity
projects he is involved in), it becomes
clear that this is a musician who,
after more than 40 years at the top
of the German charts, has found his
vocation and his lifes work.
He is dedicating his heart and soul
to helping children, caring for their
needs and protecting their rights. And
he realized years ago that licensing
is also a very powerful tool in order
to create additional brand awareness
and income for charity.
Goran Kernyak: When did you
start your career?
Peter Maffay: I started in the 70s
- more than 40 years ago... the last
century, last millennium (laugh).
GK: After all these years are
you satisfied with what you have
achieved?
PM: We are happy, really happy
because so far things are going well,
very well. We had fifteen* No1
albums and around forty million
copies sold. (*Editors note: shortly
after the interview, Peter Maffays new
release Wenn das so ist became his
16th No1 album).
42
GK:You came to Germany from

Romania, right?
PM: I came as teenager, at fourteen
years old. I finished school in the
shortest possible period in order to
switch to music. I knew when I was
14 that music would be my life. For
a young man it is just great to know
what you intend to do and to be able
try it. Many talented people never get
to the point where they are satisfied
with what they are doing, because
they simply didnt find the right way
in or out. For me, music was the right
decision and I have never regretted it.
GK: What was the breakthrough
point in your music career?
PM: In 1970 I was 21 years old
and made my first single Du (You
in German). And that became a hit
record, a huge hit. What followed

then was not so impressive, but
anyway was a good start and
somehow we managed to survive.
By the end of the 70s I had an
opportunity to exit my old contracts,
and we built our own company,
studios, and then I began to write
my own songs and my whole style
changed quite a bit. In the 70s music
was very mellow, schlager music.
It was hard to make this change
because of the success I had with it.
Then we were lucky to have our first
No1 album and from then on, we
leapt into the top league which was
a fantastic experience. I formed my
band and started to play with them - I
am still doing this today.
GK: How did Tabaluga come to
be created?
PM: Well, my second wife is a teacher
[I have been married 4 times] and
at that time we sometimes used to
sit together and discuss different
situations at school. For example
the way of telling stories and the
attitude of storytelling. In the 80s
this changed completely. Everything
was very emotionless, very cold and
very rational.
She said to me: You can be part of
this change. Why dont you sit with
your friends and create a beautiful
story, and illustrate it with music? I
said: Baby, Im a rocker and I dont
know if it is going to work that I
become a storyteller. She said: Is it
written anywhere that you cant?
So she started to motivate me to
do it. I talked about it with my crew
and they agreed to try it. At that
time the market was full of violence
and toys were also like that [as it
is unfortunately still today]. And we
said we wanted to do something
completely different which would

be much more interesting we
wanted to bring back values, which
are so important for the upcoming
generations. As a result, we created
Tabaluga, a very positive figure.
GK:Tabaluga began as a music
CD for children and families?
PM:Yes, and a storybook with
illustrations. We thought that
storytelling can only work if a child
has a book in his hands. The book
should have big drawings to feed
imagination in so many different ways
because this will put an emotional
bond between those that listen to
the story and those that tell it.
And every story should have a
consequence and a result. Then
we started to look for someone
who could illustrate it. We found
Helme Heine, and he was the one
who gave Tabaluga his face and look.
We were completely overwhelmed
by his drawings. And then all of a
sudden these drawings, at least in our
imagination, started to move. And the
music became like a movie. It was a
beautiful experience.
GK: How has Tabaluga affected

you?
PM: It turned us into children. For
me Tabaluga has become much more
important even then my leather
jackets and my Harleys! You could
say I found myself, along with
my friends, in the sandbox,
playing with toys again!
The next step was the
establishment of the
foundation. With the foundation

there, we understood that Tabaluga
was not just a one shot wonder.
Tabaluga was a philosophy.
And when you walk out on stage
now and you experience what is
happening there, in front of three
or four generations - its incredible!
Tabaluga has become synonymous
with respect, friendship, correctness,
and for all good old-fashioned
values. And at the same time it hasnt
changed, because love will never be
anything other than love.
GK:Thanks to Tabaluga you did
rediscover your inner child?
PM:YES and now that I have a 10
year old son I can see what it does
to him. He came to me and said:
Papa is it true: A strong
person stands for himself, but
a stronger person stands for
others!
I think for a 10 year old to come to
to this conclusion is pretty sharp,
isnt it? And it shows that many
children have this quality. They are so
smart, they have such high values
and are so pure. We have to
pay attention to
that, especially
when
Photo credit: Tine Acke
GK: How it was accepted among

the public?
PM: It went into the market [despite
my record company who thought

that I was going completely nuts] and
it sold the same way as every other
rock album we did!
We took that as a proof that it was
reasonable to do things like this. We
also recognized that kindergartens
and schools interpreted the contents.
Almost every week we received
recordings (cassettes at that time),
with groups who brought Tabaluga
on the stage in their own way.
Sweet stuff! Sometimes we were
laughing, sometimes we were crying,
sometimes both at the same time.
Because it was just so naive, so
beautiful, when we were listening
to what little children 5-6 years old
were doing with content and what
they thought was good and the way
they interpreted it.
43

it comes to traumatized children
who deserve shelter, and deserve
attention. So these are some of the
reasons why playing in the sandbox
make sense.
GK: In your presentation
you said that The Greatest
Adventure is discovering The
Secret of Time. Did you reveal
that secret?
PM: I can tell you what it does to
me when Im standing in front of
the mirror at nine oclock brushing
my teeth. I can see what time does.
Next to my desk in the office I have a
painting of Keith Richards. Im getting
pretty close to it now (LOL)!.
Im very thankful for every
opportunity I have had to use time
for what I do. Not many people have
a chance to invest their time into
dreams. And we do that every day. I
think maybe the secret is to accept
time as a power which it is senseless
to fight. What happens to us is what
happens to everybody else. At a
certain point, our time will be ended
and we have to live with what we
have and make the best out of it.
In our latest story Tabaluga is trying
to find out what the power of time
is. And he realizes that time is very
powerful, but then time (represented
in story by an time fairy - a beautiful
girl) is something you can never
possess. When you think you do, she
is gone. Thats what happens with
time.
You think you have time. NO, wrong!
Never. I say, we dont dominate time,
time dominates us. But then time (the
girl) shows up and says, Listen, Im
very powerful, but Im just a servant
of the Creation, Im part of it, and
there is somebody who is much more
powerful then I am - and thats God
or what we call God.
So, Im a servant, nothing else. Thats a
very beautiful, very deep way to look
at time. I have an amount of time to
do [hopefully] something good and I
try to use it.
GK: Beside Tabaluga you did
initiate other projects and do
you perform music in English as
well?
44
PM: Yes, we have released several

projects where I, together with
others, sing in English. One is a
Tabaluga-connected project, called
Encounters An Alliance for
Children. The first record we did was
against racism and against fascism
which we experience everywhere.
This is an attitude which despite
everything, has not gone away. We
played concerts, we took part in
demonstrations and we looked at
alliances all over the world people
who think the way that we do.
Encounters was an attempt to prove
that despite everything, in the world
there are many people who know
about history, who have learned
and will not forget what happened
in the past and will not accept that
it could be repeated. For example, I
have a friend, Noah, an Israeli singer.
You know if a German and an Israeli
singer go on stage together and they
sing a song together, its not just a
song. Its a statement.
sing in Hebrew, Chinese, some Native

American languages, Russian and of
course in Romanian.
One of my very close friends was

Mandawuy Junupingu, an Aborigine.
In 1992 he was declared Australian
of The Year. He invited me to come
to his camp and live with him while
we made a record together. I was in
Afghanistan, China, South America
and in North America adopted
by the Native Americans. I was in
every country where we established
a project or supported a project. I
GK: Is it possible to adapt

Tabaluga in other territories?
PM: I would love to! I would love to
take all the records, the drawings, the
story. They work in every language.
You can take music, because music
is universal.You can use the sense of
it, translate it with care and love and
it will work, for sure. I have not seen
one kid in the world who has his
heart on the right side. No, its always
GK: Until the middle of 2013 you

were on tour with your band and
after that you decided to take
back all the rights for Tabaluga
and relaunch the project. Do you
plan another Tabaluga Tour as
well?
PM: After we bought back all rights
of Tabaluga we are planning several
big projects for the next few years.
A new album and a forth tour with a
big production are part of that plan
and are in preparation. Plus I think
that there are other options. One of
these options will be, for example, a
theatrical movie which would interest
me a lot. And we have never had that
before. Writing music is a completely
different world. After 40 years I think
it is about time I at least tried to
produce one movie.

on the left side. Why should anybody
feel any different?
I think you can take the example we
have here in Germany it can be
transferred and adopted anywhere,
into any country you imagine. For
example, you take Russian, you write
it down/translate into Russian, and
you still find a 1.68m Russian Peter
Maffay (LOL).
Connect it with a charity project. A
lot of children need help. And you
have a living, vital, intelligent project
in order to do this. Combine this
with sponsors,and invite industry
to participate and show their social
conscience by taking money and
giving it back to children.
Make business but make sure it
benefits the children. That legitimizes
the effort, makes it make sense. At
least that is my point of view. I know
this is subjective, but I will always try
to look at it this way.
Use Tabaluga; use his power to bring

it back to the children. And those
who participate should make money
and have a win-win situation as
they always give a part of it back to
society.
GK: What are your next plans
for Tabaluga?
PM: We are at the start of a renewed
saga. Licensing is something I have
never done in my life personally, but
Im aware how powerful it is and
can be. I have people in the company
who are professionals in that area as
well in in other areas necessary for
a successful re-launch. We need to
revitalize our relationships. We need
to go back to the roots where it was
at the beginning and discover new
opportunities.
Its not like trying to generate brand
new energy because Tabaluga is alive
as it has been alive before. It has
never ever lost its spark.

It made sense to buy back the
Tabaluga rights. And now with this
bouquet of flowers we can go
into the market. I think as we see
things now: its simple, beautiful and
honest and we have a good system.
Something which you often dont find
with other properties.
If you look at the partners who
joined us over the years, then you
can see that there is a chance to
bring together society, industry,
politics, in order to create alternative
solutions for the benefit of children.
And at the same time you can still
create business. That is also the good
thing about it.
What we have to do now is to carry
out that idea, make it transparent
to everybody, make it attractive and
invite people to join us.
Tabaluga - the brand for social skills & entertainment

Tabaluga is a family brand. It was created for children,
and for those who have remained children at heart.
Tabaluga conveys timeless values. These are needed more
than ever in todays society, which seems to be largely
devoid of them. On his Journey through life, Tabaluga
experiences deeply human emotions such as friendship,
love and also hate. The way he reacts in the different
stories gives the younger generation important help with
their lives and a basis for dialogue, as well as therapeutic
and educational impulses to enhance their awareness of
how important life is. At the same time, the stories are
highly entertaining for the whole family.
Because of all the values he represents,Tabaluga has increasingly become a protector and defender of the weak
and the leading figure of foundation for traumatized children. With the support of sponsors, meeting platforms
are being created and values communicated that are
helping to break down prejudices and promote mutual
respect, far beyond ethnic and religious affiliations.
Together with selected partners, mission is to finance
and safeguard the activities and projects of the Peter
Maffay Foundation by means of license revenues and
donations.
Foundations logo can be used on all products that make
a contribution towards it. With the logo you can give
your product or your company positive associations.
Tabaluga returns home this is what motivated Peter
Maffay in early 2013 to buy back all the licensing.TV and
film rights to the figure Tabaluga. They had been trans-
ferred to EM.TV in 1999 and then to Studio 100 Media.

In July 2013, in order to administer the rights to the little
green dragon in the best possible and most comprehensive way in the future, Peter Maffay founded Tabaluga
Enterprises GmbH. This new company trades under the
umbrella brand Red Rooster, Grouping together and
administrating all the rights to Tabaluga, representing the
original authors and title authors, and linking this to all
other business sectors of Red Rooster keep decision
paths short, and provide an opportunity to create a large
number of synergy effects.
Tabaluga Enterprises will further establish Tabaluga in
Germany and abroad as a family brand with clearly
defined communication of positive values. Preconditions
are also created to economically safeguard the projects
of the Peter Maffay Foundation.
Cartoon series with

3 seasons - total of 78
episodes + TV movie
special
Sold in over 100
countries
Own show on
German television
5 concept albums
with over 6 million
copies sold
3 music tours across
Germany with over 2
million concert visitors
3 Live DVDs and CDs
For more info visit: www.tabaluga-enterprises.de
45
lizenzbranche@
lizenzbranche.de
GERMANY
Overview of the licensing market
properties in the German licensing

market. Here is a brief overview of
what to expect in the coming months.
On April 2nd 2014 the

Day of Licenses organised
by LIMA Germany takes
place in Cologne.
A number of major licensing
agencies will introduce their latest
acquisitions in limited time slots.
In the evening, participants have
the opportunity to enjoy the
relaxed atmosphere of an informal
dinner, to make new contacts and
cultivate existing relationships.
For further information about this
event please contact LIMA Germany
or visit: www.lima-verband.de .
The year 2014 is already holding out
the promise of countless new top
Filly Soars into 2014 with Filly

Butterfly
Dracco, the creator, developer and
manufacturer of top-selling Filly, has
announced the brands newest line
for 2014 - Filly Butterfly. Launched
at the start of the year with regular
releases each season, Filly Butterfly
promises to delight and captivate
consumers of all ages with colourful,
enchanting characters and their
beautiful translucent wings. All Filly
Butterfly figurines feature at least
one Swarovski crystal element and
have golden crowns and a velvety
flocking. A television ad campaign
and point-of-sale in-store marketing
will introduce consumers to Filly
Butterfly, while a strong digital
component will allow them to engage
with the characters in their magical
garden home on ww.Filly.com. Each
single-figure foil bag includes an
online code for a virtual gift.
The Pink Panther - from Head

to Toe!
Yes, he really is 50 years old!
Pink Panther the only animated
character ever to receive an Academy
Award this year celebrates his
50th anniversary. On the occasion
of his special anniversary CPLG has
prepared a number of promotional
and retail activities around the globe.
46
The Simpsons, the (almost) average

family from Springfield, celebrate
the 25 anniversary of Homer, Bart
the rest this year. Loyal fans have
already received a big gift: Springfield,
hometown of the famous family,
has come to life at the Universal
Resort in Orlando, Florida including
everything from original food through
to dedicated rides. However, the
German market also experienced
a boost of sales with more than 20
licensing partners covering different
categories. Many different anniversary
activities are scheduled for February
2014 - March 2015.
The successful story of the

Skylanders is set to continue. In
Autumn 2011 Skylanders Spyros
Adventure hit the German market
and in next to no time became a top
seller and Germanys most successful
videogame. In the light of this success
the continuously high demand
for licensed product comes as no
surprise. More than 125 licensees
worldwide are currently working on
dedicated products to augment the
Skylanders brand, including Aventures
Diffusion, Belltex, Rubies, TV Mania,
Topps, BD&A, MegaBloks, IMC,Vivid,
Folat, Sakar and many others.
Tabaluga and the Signs of the

Times Become an Immersive
360 Degree Experience
In mid 2013 Peter Maffay reacquired

all rights to the popular green dragon
and founded Tabaluga Enterprises
GmbH. Today major projects featuring
the little green dragon are already in
the pipeline.
Tabaluga Enterprises plans major
international expansion supported
by different projects
and activities
starting with
Tabaluga and the
Signs of the Times
an immersive
360 degree
experience.
In cooperation with
The Content Dome
GmbH Peter Maffays No
1 album is for the first time
translated into a 3D animated
full dome film for planetariums with
a special focus on the theme of time.
What is time? Who determines time?
When is your time up? Is it possible
to freeze time or turn back the
clock? Can you buy time for money
and what is the actual value of your
time?
These are the questions the little
green dragon Tabaluga asks. And now
he comes to German planetariums
with his answers. The immersive
360 degree experience Tabaluga and
the Signs of the Times makes its
debut at the Hamburg Planetarium
this Spring. Under the large circular
dome the audience can enjoy the
unique 3D animation in comfortable
recliner seats. The whole experience
is accompanied by Peter Maffays
music in surround sound. In summer
2014 the event will be found in other
planetariums. Initially, the event will
only be staged in German-speaking
countries, with plans to take it into

the wider world.
Also worth mentioning is the Peter
Maffay Foundation. Thanks to the
diversity of values Tabaluga has
become a protector and advocate
of the weak and role model for
the foundation that specialises in
traumatized children. Thanks to the
support of sponsors the foundation
creates space and opportunities for
children to meet each other, to learn
about values, to overcome prejudices
and live together in mutual respect.
SUPER RTL and DreamWorks

Animation Enter an Exclusive
Licensing Partnership
Super RTL, is has announced an
addition to their licensing portfolio -
DreamWorks Animation..
DreamWorks has been delivering
content since mid 2013 and are now
extending their strategic partnership
into the licensing market. As a result,
Super RTL has been able to acquire
the marketing rights to properties
like Shrek, Madagascar, Dragons:
Riders of Berk and countless other
new productions.
DreamWorks will generate
a significant share of sales of
consumer products in the German
market. Continuously expanding
their hit movies by adding dedicated
TV series, DreamWorks is the
worlds largest independent
animation studio. A good example of
this successful strategy is the series
Dragons: Riders of Berk which is a
spin-off from the blockbuster movie
How to Train Your Dragon. Being the
first format delivered under the new
contract with DWA, Dragons: Riders
of Berk made its debut in Autumn

2013. The show was the best series
launch for late afternoons last year.
Season 2 is scheduled for broadcast
on Super RTL in 2014 and together
with the theatrical release of the
second movie in summer a
program is underway for a major
launch of dedicated products for
back to school 2014.
Long-term strategies build on
properties like Turbo and Mr.
Peabody & Sherman. And even fans
of classic characters like Shrek will
enjoy the start of new animated spinoff series.
Germany
The Turbo F.A.S.T. show, based on

the animated movie Turbo, will start
airing on Super RTL in Autumn
2014. In 2015 the animated film
B.O.O. (Bureau of Otherworldly
Operations) airs on
the silver screen in
Germany. A spinoff series is already
in the pipeline.
This story about
cunning B.O.O. agents
provides enormous
potential for successful
licensed products and
merchandise.
For Super RTL the cooperation
with DWA represents a
milestone in the development of
their licensing portfolio. Together
with their licensing and retail
partners, the German market leader
is now able to develop product
concepts tailor-made for their
diversified target demographic.
47
Nickelodeon The Turtles Enter

the Second Round
Germany
2014 is presenting additional

highlights for the battle-tested turtle
brothers in Germany. Numerous
licensing partners introduced
new dedicated products at the
International Toy Fair in Nuremberg.
Playmates/Stadlbauer, LEGO,
Ravensburger and John consider
the Teenage Mutant Ninja Turtles
to be one of the hit properties
in Germany for this year. Brand
new TV episodes go on air
this Spring. Synchronized
promotional activities
with well-known retail
partners are
already in the
pipeline. In the
second half
of the year,
the movie will
continue to put
the spotlight on
the brand.
SpongeBob also
remains a top-selling property.
He will be the lead character of the
Nickelodeon Marketing Campaign
for the first six months of 2014.
Throughout the year various partners
will launch new licensed products
covering different categories,
including toys and games, home
entertainment, publishing, food and
beverages and apparel. In December
the Paramount Pictures 3D
SpongeBob film with the special guest
appearance of Antonio Banderas
will hit the big screen throughout
Germany.
Disney Junior Pilots Love all

PLANES Products
After Planes took German theatrical
audiences by storm last August, the
film has been available on DVD as
well as 2D and 3D high definition
blu-ray since January. The humorous
animation adventure tells the story
of Dusty a little propeller-driven
aircraft with a fear of heights and a
big dream: He wants to qualify for the
legendary Wings around the Globe
- the worlds most famous air race.
The brave little cropduster plane that
48
excels himself and faces countless

adventures takes his viewers on an
action-driven emotional rollercoaster
flight around the world!
A sequel to the movie is already
in the pipeline and scheduled for
release in
Kosmos launch a board game into the

market that allows fans to continue
the unexpected journey. In Mirkwood
Bilbo Baggins, Gandalf the Wizard and
the group of dwarves meet malicious
spiders and have to escape hostile
wood elves. But the most dangerous
creature is the dragon Smaug. Who
will win the fight: the players or the
dragon?
However, there is more to the movie
than games. Ravensburger has made
it their business to produce puzzles
to great movie adventures and
provides 500 and 1000 piece
jigsaw puzzles reaching the
usual Ravensburger high
quality.
Telepool
Our Little
Sandman is
55!
Germany on
14 August 2014: Planes
2 Fire & Rescue debuts a
team of elite firefighter planes that
have to find the courage to save the
historic Piston Peak National Park
from a fierce forest fire. In this sequel
Dusty and his friends once more
reach new heights and learn what it
means to be true heros.
Planes has long touched down in
the world of toys and licenses with
an exciting large range of products.
Figurines and playsets by Mattel,
soft toys by Simba Dickie and
construction sets by LEGO Duplo
all see junior pilots take flight with
Dusty and his team. In addition, many
other dedicated products hit the
market, including bags and creative
sets by Undercover, games and jigsaw
puzzles by Ravensburger, outdoor
items by Mondo, night lights by Philips
and electronic toys by Vtech.
Warner New Games to

Accompany the Hobbit
After the successful launch of the
movie The Hobbit: The Desolation
of Smaug, Warner and well-known
partners have presented games based
on the movie.
The Telepool
team is wishing the Little Sandman a
happy 55th birthday in 2014.
Every day millions of children look
forward to the Little Sandman show
and his bedtime stories. On 22
November 1959 the Little Sandman
made his debut on TV screens in East
Germany. Although he began airing in
the former GDR he has long become
part of all-German TV history.
Broadcast over three timeslots
every day, the Little Sandman and his
friends tell short bedtime stories to
preschool children all over Germany.
Average rating figures of 1.5 to 1.6
million viewers per show confirm
that for most families the little sleepy
dust messenger is an integral part of
their night-time ritual. Sandman and
his friends are one of the top licenses
in German-speaking countries. For
years, many notable partners from
different categories have been relying
on the strength of this classic brand.
Bed linen, soft toys and Advent
calendars the little messenger
always cuts a fine figure. About 60
active licensees and 500 products
cover the whole range of licensing.
But there also is a humorous side to
Telepool: The popular dwarves Bubi
(Otto Waalkes), Cookie (Gustav
Peter Whler), Sunny (Ralf Schmitz),

Speedy (Martin Schneider), Tschako
(Mirco Nontschev), Ralfie (Norbert
Heisterkamp) and Cloudy (Boris
Aljinovic) have their third movie
adventure and this time with a
totally new look!
Computer-animated dwarves set off
in 3D to break the terrible curse that
has been cast on beautiful Princess
Rose in her castle. The movie is
scheduled for release throughout
Germany at the end of September
2014 and will be followed by 26
episodes on TV. Telepool believe that
the hilarious dwarves hold enormous
potential in terms of licensing.
Euro Lizenzen About

Brave Indian Boys and Little
Globetrotters
Animated series Mouk has been
produced by the European
production and distribution company
Millimages and targets children aged
3 to 6. The series comprises 104 x
11 minute episodes
and made its German
debut in February
2014.
Today, it airs
on primetime
Monday to
Friday at 6:15
every evening
on KiKA with
regular reruns
at 10:15am in the
morning. The
dialogue of this
edutainment
TV series
is tailor-made for
preschool children and thus easy
to understand. Interests like
friendship, fun, adventures and
surprising discoveries unify Mouk
and his target demographic.
The first products have
already hit the market and
were showcased at the
international Toy Fair in
Nuremberg.
Yakari was one of the most successful
childrens characters in 2013 and
there is still no end in sight
Children and parents
love the little, nature-loving
Red Indian boy who always
has new adventures together
with his friend, the pony
Little Thunder.Yakari can to
talk to animals, which is sometimes
of great help in tricky situations.
While he copes with his adventures,
Yakaris totem Great Eagle is always
keeping a watchful eye on the little
boy. Children readily identify with
Yakari and his adventures.You might
suppose that Red Indian stories only
appeal to boys. But Yakari proves that
the reverse is also true. Boys and
girls equally love the character and
readily identify with Yakari. In 2013
Yakari made his debut as a musical
star. When Yakari, Little Thunder,
Rainbow and Double Teeth entered
the stage, the audience went crazy.
In 2013 more than 90,000 Yakari fans
filled halls and theatres to watch
the adventures of the young Sioux
hero and his friends many of them
dressed up as Little Red Indians.
Eurolizenzen believe that there is
no limit on the products that can be
based on this popular animated
character.
KiKANiNCHEN
This year,
KiKANiNCHEN, the
multimedia
KiKA
preschool
brand will
be five years
old. In autumn
KiKA will celebrate
its anniversary. The
brand has long
established itself on
TV, in the market
and in the heart
of children and
parents alike. The
latest survey of
the Internationales
Zentralinstitut
fr das
Jugend- und
Bildungsfernsehen
(IZI) confirms
that
Kikaninchen
is one of
the Top 10
Preschool Characters and also the
No. 2 Preschool Programme.
Its no wonder that KiKANiNCHEN
continuously gains significant market
share among preschool children. The
web portal www.kikaninchen.de ranks
among the most popular preschool
websites in Germany. And, of course,
the licensed products enjoy massive
popularity among children, parents
and in the German market.
At the Toy Fair in Nuremberg new
licensee Ravensburger introduced
dedicated jigsaw puzzles featuring
KiKANiNCHEN and its animal
friends. In addition, Simba Toys
presented wooden toys and creative
sets under their Eichhorn brand
over and above their bestselling
KiKANiNCHEN soft toys.
In addition, KiKANiNCHEN licensees
include arsEdition, Carlsen and KV&H,
BIG Spielwarenfabrik and p:os handels
gmbh.
Five new episodes from the world of
KiKANiNCHEN feature on the new
KiKANiNCHEN DVD Lass uns gute
Freunde sein (Universal Music Family
Entertainment) that has been available
in the market since October last year.
The DVD comes with four music clips
as a bonus.
49
Otto Schmidt:
to be clear in any language
Total Licensing New Europe talked

to Evgeny Schmidt to find out
how his career started and what
is so unique about his works that
attracts millions of people around
the globe.
Who are your favourite artists?

I would name Herluf Bitsrup, Jean
Effel, Rockwell Kent,Yevgeniy Migunov
and Tcharushin. Of course, I admire
Russian classic painters and graphic
artists.
Otto Schmidt, (real name

Evgeny Schmidt ) regarded as a
multicultural artist, is a Russian
comic artist employed by Toonbox
studio, who managed to create his
unique style and graphic design
and turn it into a fashion platform
for apparel and accessories lines.
The Otto Schmidt property is now
represented worldwide by RIO
Licensing agency.
Who is your audience?

My audience is adults, not just
because my art is censored 18+.
My works are for those who
remain childish at heart because
they are interested in every single
thing around them, for those
adults who are not soreheads
yet. Hypocrites will never
understand my art.
Owing to the artists talent, the

values of Otto Schmidt property
are very important. One glance
is enough to understand what
attracted you in it, says Roman
Fedotov, managing director of
RIO Licensing. Working with this
property brings sheer pleasure and
joy.
Evgeniy, how did your career
start? What are you inspired
by?
I started my career in late 1980es, but
at that time I was mainly developing
logos and corporate identities. Later,
in mid-1990es I got acquainted
with animation, that turned out
to be difficult and thankless job,
which nevertheless
is my reason to
love life and not
to get distressed
with failures in my
illustrators job and
when working with
clients.
I have always been
inspired by a variety,
by the possibility
to imagine and
create things that
were unrealizable
dreams to others. I
adore discovering
unexpected meanings
in ordinary things,
as well as creating
intrigues and breaking
univocacy.
50
sometimes people see the meanings

which I did not intend in my works.
Moreover, there is much sensuality
about my art, which leaves an imprint
on how it is perceived. But I am
against primitive ways, and I like
finding irony in sacred things,
turning a joke into sadness, and
vise versa.
Modern painters I respect are Sergio

Toppi, Joseph Leyendecker, Jean
Giraud, James Jean, Simon Bisley, Mike
Mignola, Jeff Campbell, J. Hewlett.
There are actually many more names
on the list. But I was never trying to
imitate, I have my own style.
What is the essence of your
style? What values are you
popularizing with your works?
What feelings are you trying to
conjure up in people?
In my works I am reflecting real
things as invented ones, and the
invented ones as real.You askabout
values.... It is not a narrow-minded
morality that I am spreading, though
I share such common postulates
as love, friendship, value of life and
charm of death, acceptance of death
as of an evitable development stage,
as a final line, as a step in learning and
wisdom. In fact, with my works I am
trying to express life as it is... May be
a bit more romantic. I love making
semantic inversions, I like watching
peoples reaction. Interestingly,
What projects are you

currently working on?
I am planning to create a second
book which will probably be
published next winter. Right now
I am gathering the material. I am
also taking part in a European
kids project about monsters. The
festival is to take place this spring.
There is certainly no sensuality in
this project!
Please tell about your
cooperation with Marvel.
I made a lot of sample pages and pinups for them. This work resulted in a
more close cooperation with Disney.
The details of this partnership remain
in secret, but they are to be unveiled
very soon, as its release is scheduled
for fall.
Are you going to create any art
especially for merchandising?
Sure. I have plenty of ideas of this
kind I would love to realize. My style
will presumably look at apparel,
mobile and laptop accessories,
stationary, posters and postcards.
Why do you think your art is
often regarded as multicultural?
Because I am trying to avoid
peculiarities of any particular
region, I focus rather on widely
understandable things. I would like my
message to be clear irrespective of a
language.
Otto Schmidt:

Otto Schmidt ( ),
,
Toonbox,
, , fashion-
. Otto
Schmidt
RIO Licensing.

, -
Otto Schmidt, , ,
, ,
- RIO Licensing . -
.
,

.
, , ,
.
?
80-.
.
90-

,

,
.

.
,
.
, ,
.

?
, erluf Bitsrup,
Jean Effel, Rockwell Kent,
, .
,
.
: Sergio Toppi,
Joseph Leyendecker, Jean Giraud,
James Jean, Simon Bisley, Mike
Mignola, Jeff Campbell, J. Hewlett.
.
,
.
. ,
.
.
?

?
?
, ,
, . ?
, . ,
, , ,
,
, ,
.
,
,
. , ,
.

.
.
, .
, , , ,
.
.
,

.
?
?
. -
18+. ,
,
, .
,
.

.

?
,
,
,
.
.

.
. , ,
!
Marvel.
Marvel , -
.

Disney.
Disney .
.

?
, . , , ,
. ,
,
, ,
.
,
?
- ,

.
.
51
Mr. Freeman, who are you?

Having appeared in
the global network,
Mr. Freeman project
immediately became a
hit. The audience tired
of stereotyped media
was glad to accept the
philosophic property.
At the end of 2009 the
first episode featuring
memorable and a bit
shocking character with
an egg-shaped head, empty
eye-sockets and insinuating voice
appeared on YouTube. The gentlemen
subjected consumerism and lifestyles
of modern citizens to criticism. The
project which has been anonymous
for quite a long time, attracted the
interest to Mr. Freeman and provoked
rumors of his possible creators.
Each episode is a monologue of the
animated guru Mr. Freeman with
which he addresses the audience,
community-minded, cogitative and
not indifferent people. The character
tries on different social masks,
exposing thereby the weakest points
of modern society and individuals.
The project draws attention to social
degradation, zombification conducted
by mass media. It makes people think,
make their own decisions and follow
their ideals. The
episodes contain
a great number
of symbols, digital
mysteries and
philosophical
overtones.
The authors claim
that Mr. Freeman
aims at making
people see a bit
more then TV
shows. The project
tries to remove
the blinkers from
peoples eyes, to
see the world as
it is. The character
keeps on saying:
People, get free,
think on your own, no one including
Mr. Freeman should rule you. The
idea of the project is to start a
revolution of peoples consciousness.
52
Since it was
created, Mr.
Freeman evolved
from an internetcharacter into a
real socio-cultural
phenomenon
followed by multimillion audience.
Animated gurus
performances
spread through
modern
communication channels like a virus,
gaining more and more fans. As the
ideas popularized by the cartoon
are equally relevant to all nations,
Mr. Freeman conveys his messages
to millions of viewers from outside
Russia. His biggest fan clubs are
located in
Poland, Israel
and even
in Greece,
even though
the series
are not
translated
into the
Greek
language.
The voice of a popular Russian
actor Vadim Demchog dubbing
Mr. Freeman made him one of the
brightest media-characters which
is easy to recognize even without
the video. The animation is provided
by Toonbox one of the leading
animation studious in Russia that
got awarded with iKids award for its
series Cut The Rope.
At the moment there are 19 x 3
min episodes and 10 x 15 sec videoquestions produced. The project
was airing on
Russian 2x2
channel and will
be broadcasted
there again
later this
year. Also, the
second season
of the series is
scheduled to be
produced this
year.
The audience of the project is men

aged 14-18 and 25-35 years old.
The character is very easy to be
remembered and quite simple to
be depicted, which triggers the
development of fun art.
Starting 2014, the Mr. Freeman
property is presented in Russia and
worldwide by RIO Licensing agency.
To communicate with international
audience, the character will learn
English language. Besides, in the
nearest future the project is to be
translated into 7 other languages, i.e:
Ukranian, German, French, Spanish.
Italian, Portuguese and Chinese.
RIO Licensing is currently negotiating
with consumer products producers
and publishers.
Agents from
outside Russia
are invited to
cooperate.
Roman Fedotov,
managing
director of RIO
Licensing, said:
I am personally
a big fan of Mr.
Freeman and I share his values. I
got acquainted with the IP when it
started spreading in the Internet.
Back at that time I tried to contact
its creators but without success, as
the authors preferred to remain in
the shade. To my greatest surprise,
the creators turned out to be my
friends, Toonbox animation studio.
I am sure Mr. Freeman is very likely
to be loved worldwide by cogitative
people, regardless of the language
they speak.
, Mr. Freeman?
,
Mr. Freeman
. ,
,
.
2009 Youtube.com
, ,
-
-,

. ,

Mr. Freeman
,
.

Mr. Freeman,
,
.

, ,
. Mr.
Freeman

,

.

, ,
,
.

,
,
, 25- ,

,
.
,
Mr. Freeman`a
, . Mr. Freeman

15 . 22, 2014
.
.

14-18 ,
25-35 .

. ,
-.
, , . :
, , ,
,
,
Mr. Freeman. Mr.
Freeman .
Mr. Freeman
-
,

.

,

.
, Mr. Freeman
. -
,
, ,
.

Mr.Freemana
-,
.

Toonbox,
iKids
Cut The Rope.
19 3
10 - -
2014

RIO Licensing.
Mr. Freeman
. ,

7 : , , ,
, , .
RIO Licensing

.
.

,
, - , RIO Licensing. - Mr.
Freeman,
,
. ,
,

. , ,

- Toonbox. ,
Mr. Freeman
,
,

.
53
BRAND LICENSING
PROCESS STEP BY STEP
PART 2 | STEPS 5-8
Brand licensing can be very
beneficial for both brands and
licensees if done in a step-by-step
manner. We have divided the
brand licensing process into eight
critical steps.
By Pete Canalichio
Brand Strategist and
Licensing Expert
pete.canalichio@
brandlicensingexpert.
com
In the last edition of Total

Licensing New Europe we have
given our readers an insight into
first 4 critical steps.
In this issue, Pete Canalichio, an
expert in brand licensing, gives
readers an guide into critical
steps 5 to 8 in launching Brand
Licensing Program.
The Brand Licensing Process
starts several months prior to
the commercialization or launch
of the licensed product. Figure 2
will give you a timeline of each of
the processes listed in Figure 1.
Licensees and licensors should also
keep in mind that missing crucial
deadlines such as a line review can
push the product launch out by up
to a year.
STEP 5:
DEFINE LICENSING
OPPORTUNITY
After completing the due diligence
process, the licensor should
normally be left with two to three
qualified prospects. Now its time
to assess the size and scope of
the actual license agreement. This
requires the licensor to work with
the selected candidate licensees to
fully understand their strengths and
determine whether the licensing
opportunity is viable or not.
Outstanding candidate licensees
will immerse themselves in the
54
licensors brand so that they can

fully understand its positioning and
architecture. From this, they should
propose the look and feel of the
products. They will incorporate the
brand attributes into the design of
their products. Licensees will pay
particular attention to the placement
of the logo on the product, the
material from which it is constructed
and how the logo is affixed to the
product. A sharp licensee will
request that the licensor provide
them with the brands style-guide so
they have the required information
to do this.
licensor then evaluates the proposals

to assure they are viable, achievable
and maximize the brand opportunity.
For example, a prospective licensee
who is number one in their category
may only wish to dedicate a small
portion of their business to the
license, whereas the company
number three in the category may
be willing to convert all of their sales
to the newly licensed brand. In this
case the scope of the opportunity
with company number three may
be much bigger than company
number one. Therefore, from a
scope perspective the number three
company may be preferred.
Simultaneously, the licensor should

request that the candidate licensees
develop three-year sales projections
so they can assess the scope of the
license. This forecast should be a
conservative estimate of the sales
the licensee thinks they can achieve
and is segmented by region, channel
and Stock Keeping Units (SKUs).
It also includes the number of new
products the licensee thinks they
will introduce each year.
However, it may be determined that

converting the entire product from
its current state to a brand state
may not be achievable. Once the
sales projections have been vetted,
the licensor should use these to
rank the candidates. The size of
sales targets can then be used as a
guide when negotiating the following
quantifiable deal terms: minimum
sales targets, guaranteed royalty
minimums and cash advances. As
these deal terms are based on the
The sales projections provided by
forecasts developed by the licensees,
each of the shortlisted licensees
THE BRAND LICENSING PROCESS
they should not only be fair, they
are compared with each other. The
Identify Where
to Play
Determine
How to Win
Prospect
Licensees
Perform Due
Dilligence
Define
Licensing
Opportunity
Negotiate
Contract
Conduct
Orientation
Establish
Business Plan
Figure 1:
Brand Licensing Process
Figure 3: Brand Licensing Process
Apr
Concept
Development Starts
with Samples
Negotiate
Deal Terms
Prospect
Licensees
May
Step 4
Step 5
Step 6
Step 7
Jun
Jul
Aug
Jun
Jul
Aug
2014
Sep
Oct
Nov
Dec
Commercialization
Mar
Agree to
Deal Terms
Prototype
Approval
Feb
Define
Licensing
Opportunity
PO Issued
Jan
Step 2 Step 3
Due
Dilligence
Line
Review
The basis of the

licensing opportunity
has been prepared
by the conservative
sales estimates in the
previous step. It is now
time to establish the
core deal terms.
Step 1
Conduct
Orientation
STEP 6:
NEGOTIATE
CONTRACT
Identify Where
to Play
Contract
Signed
should be robust and

achievable. With this,
the groundwork for
the actual contract is
prepared. The licensees
and the licensors then
go into the next step.
Determine
How to Win
Production & Shipping
Step 8
Jan
Feb
These parameters define the

structure of the contract, and
define such parameters as the
term of the contract, where the
licensed products will be sold, what
royalty rate will be paid and what
trademarks will be used. Because
the value of these terms will be
unique to every licensing contract,
they must be negotiated between
the licensor and prospective
licensee.
While each party inherently wants
to arrive at the most favorable
terms for their side, the best set of
deal terms are those that allow both
parties to achieve a successful longterm licensing program.
Successful licensors keep the
end in mind and practice win-win
negotiating strategies. Similarly,
smart licensees will have identified
several choices of brands from
which to acquire a license and will
set limits on what deal terms they
will accept, regardless of the brand.
In these instances both parties can
shake hands on a set of terms they
know will allow them both to be
successful.
These terms include rights to
territories, channels, covered
products and trademarks, work
product, quality assurance
standards, the licensing approval
Mar
Apr
May
2015
Sep
Oct
Nov
Dec Jan16
Figure 2: Product Commercialization Timeline
process, manufacturing facility

approval, royalty rates, minimum
guaranteed royalties and sales
requirements. Understanding these
terms and the commitments that
will be made is crucial to an effective
licensing contract negotiation and
could save the licensee hundreds of
thousands of dollars over the life of
the agreement. As the deal terms
are an integral part of the contract
they should be understood by all
relevant members of the licensees
organization.
The deal terms are reviewed
by both parties, revised if
necessary, and once both sides are
comfortable with the terms, they
are incorporated into the licensing
contract. Because licensing contracts
must enable a licensor to protect
their brand fully, they tend to be
one-sided with significant provisions
for termination. In most cases the
standard contract provisions are not
negotiable and as such, the licensing
contract is finalized and signed soon
after the deal terms are agreed
upon.
STEP 7:
CONDUCT ORIENTATION
The signing of the contract marks
the beginning of a relationship. It
is important for the licensee to
get familiar with the licensor and
the licensing program as much
as possible and it is the licensors
responsibility to make sure they

provide the licensee with all the
information they need.
Well-run licensing programs require
a formal orientation session shortly
after the contract is signed. The
orientation provides an opportunity
for key members from the licensors
and licensees companies to meet
and get to know each other.
Attending from the licensors
side should be members from
the licensing group, the brand
group, product development and
sales. Members attending from
the licensees side should include
the general manager, product
development, account management,
sales and marketing. The licensor
normally gives the licensee an
overview of the brand architecture,
brand positioning and category
positioning. The licensor also takes
the licensee through the product
approvals process, timelines and key
terms in the licensing agreement.
The orientation session also includes
a review of all testing and auditing
protocols.
Normally, the licensor will deliver
a brand licensing style guide to the
licensee at orientation. The style
guide helps direct the licensee on
how to use the brand logo and style
elements when creating products,
packaging and marketing collateral.
55

If the licensor does not have a brand
licensing style guide, it is highly
recommended that they develop
one. In addition, the orientation
session is used to walk the new
licensee through the approval
process.
The licensee must be intimately
familiar with the approval process
if they wish to get their products
approved quickly and efficiently.
STEP 8:
ESTABLISH BUSINESS PLAN
Now that youve signed a contract
and have made sure the licensee has
a good understanding of the brand, it
is important to give the licensee the
right tools to be successful.
Monitoring the licensees business
and ensuring that they set achievable
targets enables them to make the
maximum use of the license.
The licensee should begin with
developing a one-year business plan.
The business plan should start with a
firm understanding of the licensors
brand and category positioning
statements.
Key targets taken from the licensing
contract should also be cited in the
business plan.
These include:
Minimum sales
Minimum guarantees
Royalty rate
The business plan should also
contain a clear understanding
of the product development/
commercialization timeline, the
SKUs they plan to sell including
any new products that they plan
to develop, and the key retailers

where the licensee plans to sell their
licensed product over the next year.
The sales plan should be built by
month, by retailer, and if applicable,
by region. Projected royalties should
be calculated based on the sales
projections and reviewed against
minimum royalties to assess the
robustness of the plan. On the next
page is a snapshot of what such a
plan should contain.
Dashboard Reviews:
On a monthly basis the licensor
will review the business estimate
against the plan. Thus both the
licensee and the licensor should
track the actual sales and royalties
versus those projected in the annual
business plan. Subsequent monthly
projections should be laid out with
justifications for any increases or
decreases relative to the business
plan and the most recent estimate.
The results of this will be used to
maximize opportunities within the
calendar year and to develop the
business plan for the following year.
Similarly, there is a quarterly and
an annual review that compare the
sales performance with the previous
quarter (or year).
Audits:
Each licensing agreement provides
the licensor with the rights to audit
its licensee. These audits include a
review of the licensees financial and
product development records, as
well as social compliance audits of its
approved factories.
are performed routinely to ensure

the licensee is complying with the
terms of the agreement. Typically
audits are conducted by approved
third parties.
Any discrepancies found in a social
compliance audit that can be harmful
to the facilitys employees must
be resolved before the facility can
be used. Others may be resolved
on an ongoing basis. Licensee
business audits that turn up any
inconsistencies are reviewed for
the seriousness of the error. A
discrepancy related to selling
unapproved product or selling
product in an unauthorized method
can result in termination.
In addition, there are significant
penalties for sales of unapproved
or unauthorized product. Royalties
related to these sales typically are
equal to the sales value themselves.
Minor infractions are resolved by
correcting the problem in a prudent
and expeditious fashion.
SUMMARY
For most brand owners, Brand
Licensing is an under-utilized method
of entering a new product category.
However, we hope that through
this module we have been able to
illustrate what Brand Licensing is and
the numerous benefits that it has to
offer both to licensors and licensees,
as well as describe the entire brand
licensing process as we have seen it
work in the real business world.
Social compliance audits are

conducted whenever a new licensee
or facility is made part of a licensing
program. In addition, business audits
Pete is a brand licensing strategist with over 20 years of business experience. Having worked in brand
licensing for close to 15 years for companies such as The Coca-Cola Company and Newell Rubbermaid, he is
considered an expert on the subject and is repeatedly asked to speak at branding and licensing
conferences and leading business schools globally.
In 2009, Pete founded Licensing Brands, Inc., a company dedicated to helping brand owners and
manufacturers harness the power of brand extensions through licensing.
For more information, please visit website: www.brandlicensingexpert.com
56

-
2 | 5-8

.

.
pete.canalichio@
brandlicensingexpert.
com

Total Licensing New Europe
4
.
, ,
,

5 8 .

.
2
, 1.
, ,
,

.
5:

, 2-3 .

.

,
.

,
58
.

.
.

, .
,

.
,

, .
, ,
(SKU).
, ,
.
,

,

,
.

,
.
,
, .
, ,

. ,
, ,
.

: ,
,
.

.

,
, ,
,

. .
. 1:

2014
2 3
6:
.

.

8
16

2015
.
. 4:.
-
2: -

,

,
, ,
.

,

, , ,

,
.
, ,

.
,
, ,

.
.

,
,

.
.

.

, ,
.

.
,
, : ,
, ,
,

, - , .
.
.
,

,
.
.

.

,
,
,
, - ,
.

,
,
,
.
,
.
,
. ,
.
7:
,

, ,
, .

. - ,

, ,

59

.
,
,
.
,
,
.

, ,
.
8:
,
,

, ,
.
,
,
.
.
, ,
, .

,

. ,
.
:

.
,

,
-.

- .

-.

- .
, ,

(
).

.

,

.
-
. -

.

- / , (SKUs)
, , ,
,

,

. ,

,

.
.

,

.
. -, - ,

. ,

.
,
. ,

. ,

.

,
. , ,
,
,

, ,
,
,
.
- 20- .
15 , The Coca-Cola Company
Newell Rubbermaid,
, -
.
2009 Licensing Brands, Inc., ,
.
, , - www.brandlicensingexpert.com
60
Winter 2014
TOTAL LICENSING
TOTAL BRAND LICENSING
Winter 2014
TOTAL Art Licensing
TOTAL LICENSING UK
TOTAL LICENSING UK
Fall/Autumn
Fall/Autumn2013
2012
March 2014
TOTAL LICENSING AUSTRALIA
ENGLISH/
Autumn 2013/O 2013
www.totallicensing.com
TURKEY
By Hamdullah Yalvak,
License Time
Magazine Turkey
Licensing Market News
hyalvak@licensetime.com
also inked an agency deal recently

with Royal License company for
representation of both merchandising
and publishing rights of Shaun The
Sheep for Turkey.
Hamleys plans to open toy

stores in Turkey
With its 250 year history in London,
Hamley has 36 stores internationally,
with nine in the UK and Ireland.
Hamleys has signed Franchise
Partners for the key growth markets
of Turkey, Azerbaijan, Russia, Sweden,
Finland, Norway, Malaysia, Singapore,
Lebanon, Egypt and Iraq.
Hamleys has now grown to over
30 franchised stores across Europe,
Middle East, India, and S E Asia with
ambitious plans to grow to over 200
stores by 2017.
Hamleys will open its first store in
Istanbul in Spring 2014 with a strong
growth plan for Turkey over the next
five years.
62
Sindys licensing program is

growing
In September 2013 the Sindy brand
celebrated 50 years of success.
Sindys brand owner and worlwide
licensor has now appointed Lisans

Medya as their agent for Turkey.
Pedigree and Lisans Medya have
developed an intensive licensing and
merchandising program for Sindy
brand in Turkey and the number of
licensees are growing rapidly. Along
with the new style guide and new
licensing categories, Lisans Medya
has also planning to bring the new
dolls into the Turkish market with
an experienced and pioneer toy
distributor soon.
Shaun the Sheep is now airing

on Minika
CAN - A new kids

cartoon series
from Samanyolu
Go kids channel in Turkey. UK-based

stop motion animation company
Aardman Animations has reached
a TV Broadcast agreement with
Minika Go kids channel which is one
of the channels of ATV - Turkuvaz
Broadcasting Group. Aardman has
Samanyolu
Broadcasting
Group has
completed its
first season of animated
cartoon series CAN
which is produced
with motion capture technique in

its own animation studios. CAN is
a cute and curious five year old boy
and each episode teaches values and
good manner. CAN is already airing
on Yumurcak TV, which is the kids
channel from Samanyolu.
Kaynak Licensing starts an

licensing program for Niloya
Kaynak Licensing, which is a
subsidiary of Kaynak Holding, is
about to complete the first season
of its first animated cartoon serie
Niloya. Niloya is a four-year-old girl
who explores and learns new things
everyday with the help of others in
the family, and has a curiosity about
nature. Her imagination is evident
in the songs she performs in each
episode. Niloya will begin airing on
the Yumurcak TV channel in early
2014.
Metropol Lisans has added new

brands to its licensing portfolio
Metropol Lisans A.S., which is the
licensing and merchandising subsidiary
of Dunya Group, has accelerated
its licensing programs and activities
with new and strong licensed brands.
Metropol signed agency deals with
Famosa for Pin y Pon and with
Mediatoon for Marsupilami brands.
Representing some licensed brands
such as Caillou, Arthur, Pocoyo, Tarcin
Turkey Animation Industry Heads to Grow Up with new

local animated film series
In the last 10 years, the Turkish animation has seen a very noticeable growth,
with an increasing number of animation studios each year in the country.
Here are some of the major players in local animation sector in Turkey and
some of their series produced:
and Friends and Louie, Metropol

Lisans is also the owner of the
CAN brand. Metropol Lisans has all
merchandising and licensing rights
for CAN worlwide and will be ready
to distribute license rights in early
2014.Yumurcak Dunyasi, which is the
marketing and distribution company
of Dunya Group, will be the master
toys licensee and publisher of CAN
brand in Turkey.
Donmezler Lisans has launched

the first U.S. Polo ASSN bags in
Turkey
The pioneer manufacturer and
distributor of licensed stationery
products and bags has recently
launched the first products of the
season under U.S. Polo ASSN brand.
The product line includes laptop bags,
pencil cases, school bags, backpacks,
travel bags and trolleys. Donmezler
has a very wide range of licensed
products with well-known brands
such as Ben10, Smurfs, Pocoyo, Ice
Age, Caillou, Generator Rex and
Maries.
ANIMATION COMPANY
Samanyolu Broadcasting Group
Animax

Kaynak Licensing

Cordoba Animation

Dusyeri

Portakal Animasyon

Mart Ajans

Trkiye
ANIMATED CARTOON SERIES

Can (2013)
Keloglan, Anka (2011)
Niloya (2013)
Nane Ile Limon, Cille (2008-2009)
Pepee (2010)
Canim Kardesim (2013)
Catlak Yumurtalar/Sizinkiler (2012)
Top 5 Kids Channels and their most watched programs

1- TRT COCUK
Cille
Anka - Phoenix
Keloglan
Nane ile Limon - Mint and Lemon
Kostebekgiller- Mole Family
Canim Kardesim-My Dear Sister
Sizinkiler Catlak Yumurtalar-Cracked
Eggs
Pepee
2- YUMURCAK TV
Can
Caillou
Tarcin ve Arkadaslari
Pocoyo
Marsupilami
Arthur
Louie
3- CARTOON NETWORK
Ben10
Redakai
Gormiti
Wow Wow Wubbzy
Star Wars: The Clone Wars
Smurfs
Generator Rex
Garfield
5- MINIKA COCUK / MINIKA GO

Shaun the Sheep
Aysegul
My Little Pony
Strawberry Shortcake
Monsuno
Max Steel
Transformers
Thomas and Friends
Little Prince
Peter Pans Adventures
Beyblade
4- DISNEY CHANNEL
Mickey Mouses Clubhouse
Marvel Super Heroes
Avengers
Slugterra
Max Steel
Spider Man
Iron Man
63
TINKER TOYS & TRADEMARK PROGRAMS

Both Need Planning To Build Something Meaningful
By Danny Simon,
President of
The Licensing Group
danny@tlgla.com
+1.323.653.2700 x20
THE AUTHORS NOTE

This article came to
mind as I reflected on
the number of times
I have had to build
trademark programs
for various entertainment properties.
Each time I begun
the task, I had no
assurance that the
program would hold
up meaning that
it would have staying power in the
marketplace. Each
time I had to balance
the need to obtain
trademark protection with the real
world issues of doing
so with things like
staying within a limited budget. Having
done this for properties such as Dallas,
Dynasty, M*A*S*H,
Rambo,T2 and the
US Secret Service
licensing program,
Americas Legacy, I
thought that from
what I have learned
about the steps necessary to accomplish
this goal might just
be the right stuff for
an article. I hope you
agree. But let me
know if you dont.
64
Facing the prospect of launching a

new property into the marketplace
can seem like an overwhelming task.
The effort should include: evaluating
the appropriate core demographic
to which the property will appeal;
determining what will emerge as the
propertys central focus; building a
marketing program; creating the basic
licensing tools such as the propertys
style guide, and the list goes on.
There is also one other essential
element that also has to planned with
equal care, and ideally at the start of
any licensing program; the development of a well planned trademark
program. All too often, whether it is
a film, television show, video game or
other piece of entertainment, plans
regarding creation of the trademark
program seem to often go over
looked, or left until it becomes an
absolute necessity to do something
about it. This lack of planning often
results in what I call panic filling, or
lets file for whatever and wherever
we can. The outcome is often that far
more money is spent on needless filings for useless categories. Unless you
are an in-house attorney, panic filling
can be great for your monthly billings,
but in the end you are going to face
an unhappy client when they finally
realize what they have spent on the
propertys trademark program.
What I am suggesting is a smarter
approach to building a trademark
program for any new property. It is
not based any legal tables, theories,
or other legal textbook ideologies.
The self-titled Simon Theory of
Trademark Filing is driven strictly
by matching marketing needs with
what categories you, and in what
markets you file. If after all trademark
protection exists for the most part
to provide protection for goods in
the marketplace that bear unique
imagery, such as cartoon characters,
designer names, patterns, corporate
identities, etc., then a well planned

trademark program must anticipate
what product categories a licensing
program will likely include and where,
and then obtain protection in those
specific categories and geographic
markets. What I am offering here are
simple steps that will help make the
whole process easier, and hopefully
less costly.
STEP ONE
Licensor and Lawyer must work
together
In order to take the first step and all
others thereafter, under my self-titled
trademark program, it is an imperative that both work closely on the
development of a trademark program. Each party brings to the table
a unique skill set that is essential in
building a sound a program.
With the licensor having done the
work of defining the market for
the property, which must be accomplished before hand this
includes identification of the core
consumer(s), and understanding as to
how the property will be marketed
on geographic basis -- there should
also be the development of a list of
what the licensor believes are or will
be those categories of goods that are
likely to be licensed. It is also helpful if the list is arranged in order of
priority, from most important to lest
important categories.
STEP TWO
Compile a product category list
Using the product category list
complied by the licensor as a base,
both licensor and lawyer are now in
a position to work through that list
in order to determine exactly which
Classes will be filed and when at
the beginning of the trademark program, shortly thereafter, or sometime
later on. For example, if the property
is feature film being released 18
months from now, with material that
will appeal to young boys lets say

it is an action adventure film with a
big budget and well known talent, and
will be supported with a big advertising/marketing campaign, then there is
every reason to believe that it is likely
that it will appeal to the toy and video game markets. Therefore, it is both
logical and prudent that these classes
be covered immediately. There is the
lead time need to by both industries
to build product, and if the material
is good, it is logical to presume that
a licensing agreement for either or
both categories can be obtained, and
therefore protection is necessary.
Due to the long lead times need by
both industry, it is certain that it will
be among the first categories pitched
by the licensor.
However, if the film is six months
from opening, is a touching story
about a young girl who comes of age
in harsh environment of the Upper
East Side of New York who has to do
battle with over protective nannies
and strudel peddling Jewish Mothers,
then it is doubtful that we have much
chance for either toys or video games
with this property. Therefore, why
would anyone bother to seek trademark protection in either the toy or
video game classes? Neither class relates to the property, nor is there really the time to develop product even
if the property did relate. Therefore it
is a real long shot that filing in either
class is really neither necessary nor a
wise investment, at least at this time.
If, after the films release, you find
for some reason that a toy market
does relate to the film, then go for it.
Chances are it will still be available
as the same logic will apply to others
who review the property where is
the audience for the product?
Do remember that a product category list developed by the licensor is just a guide. It should not be
looked at as something written in

stone, but in fact should be continually questioned by both parties both before and after the film
opens or a television show airs.
STEP THREE
Plan waves of trademark
filings
I believe that you do not rush out
and trademark all the classes that
you think relate to your property at
the beginning of a trademark program. Rather, you should plan your
filing program in waves of filings, with
the key or essential product categories being covered in the first wave.
Thereafter, you then file the next
most important, etc. My reasoning is
based not only the cost factors associated with filing, but lets face it,
what if the property bombs? This is
particularly true for theatrical films,
where there is a small window that
determines if the property is successful or not. Why spend for protection in a vast number of categories
or geographic markets only find that
it was money wasted as the movie
did not have legs, and the licensing
program was going
to phase out quickly. Also, lets be realistic, after day one of a films opening, with a few filings in place, if you
see that the property is a runaway
hit, you still have time to fill in
other categories. Just make sure that
you stay on top of both the national
and/or worldwide opening box office
numbers, and move quickly once you
see that the movie is/will be successful.
STEP FOUR
Planning the international
markets
The international market deserves
as much attention as the US market,
given the increased sales of licensed
goods in so many markets outside
the US in recent years. Trademark
coverage is needed in those markets
where you are likely to sell licensed
goods, either through local licensees
or via importation of US (or other
market) goods. Unlike the US, in
certain markets you can file for multiple classes, which greatly reduces
the cost of filing. In Europe, there is

the ability now to file one trademark
per class to cover the EC market, a
move that can create significant cost
savings in filing trademarks in these
markets. But in overall, an international trademark program can get
very expensive very quickly. Make
certain that property warrants the
effort is the popularity of the property in a particular country worth
the expense and effort of filing for
the class or classes?
As most licensors employ sub-agents
to represents their interests in markets outside the US, often these subagents can be an excellent source of
honest information as to a propertys
licensing potential in that local market. As these sub-agents all work on
commission, retaining a percentage of
the royalty income generated from
the sale of the propertys licensed
merchandise in their market, usually
they will put their efforts behind only
those properties that have the potential of generating local licensees.
Therefore, they will quickly abandon
those properties that afford no or
little licensing revenue. Thus, they are
the best source for such information.
Like the US market, plan your filings
in waves, seeking protection in only
the key classes first, unless of course
you are allowed to file for multiple
classes under the same filing. If in fact
your property is a popular property
conducive to licensing, then most
likely a fair number of the key product categories such as toys and video
games will have been granted on
worldwide bases. This means that the
majority of international licenses will
be smaller categories such as apparel,
paper goods, novelties, etc.
STEP FIVE
Planning the international
markets: pirate markets
Trademark protection is also needed
in markets that are known to be
likely markets in which pirated goods
are often manufactured. Without
having filed in such countries it will
be significantly harder, if not impossible, to take action to stop such
activity if discovered. However, with a

trademark on file in a country where
pirating of your property is found,
obtaining legal instruments such
seizure and/or confiscation of the
pirated good is a good deal easier to
acquire from the courts.
The countries which are most
often listed as markets likely to
manufacture pirated goods are the
following: China, Sri Lanka,Vietnam,
Thailand, Indonesia and Pakistan.
Their may be others, but this list is
a good start. Items most likely to be
pirated are those such as apparel,
bags, simple toys, paper goods,
novelties, and non articulated figures.
The more complex the product is
the less likely it is to be pirated. This
is true for most entertainment based
products. Given the often short
shelf life of a large percentage of
entertainment licensed goods, usually
the effort to duplicate complex
products is not warranted. However,
this is certainly not the case in other
categories of licensing.
CONCLUSION
Does the property really need
it, and is it worth the expense?
This is the phrase to remember. The
development of a good trademark
program is built mostly on common
sense; file for the classes needed and
in the territories required. I am not
suggesting that for the cost of filing a trademark you place a mark in
jeopardy. No, that is clearly not the
message I wish to communicate here.
What is the message; a smart trademark program is not one in which
protection is obtained by the shear
volume of class filings in random
territories throughout the world.
Rather, it protection achieved from
implementation of a well planned
trademark program, where filings
are made in pre-selected classes that
parallel the propertys development
and growth in the consumer market.
This type of program creates a winning solution for both the property
and your client.
Wishing you
HAPPY TRADEMARKING!
65
Polska
By Janusz Tarasiuk
JANTAR PROJEKT
03-133 Warszawa,
Nowodworska 29B
lok.104
Poland
Tel: +48 22 614 2028
jantar@antarprojekt.pl
66
POLAND NOW!
Teraz Polska !
In 1991 the Teraz Polska (http://

www.terazpolska.pl/) foundation was
established, running parallel with
the political and economic changes
across the country. Many producers,
retailers, companies and individuals
since then have been presented
with the prestige awards and titles.
Products with the logo Teraz Polska
are considered as the best in their
category.
This article is not dedicated to the
great Polish Teraz Polska contest
winners (though maybe we could
find the place and time in the near
future) but to the companies that
have achieved international and global
positions and are justifiably proud of
the job they have done.
Inglot is one of the leading Polish
cosmetic producers, with the
head office in Rzeszow (http://
inglotcosmetics.com/) and began
trading 30 years ago. Today their
products can be found in 50
countries on 6 continents and in
almost 400 shops. Whilst the founder
passed away last year, the idea of
creating good quality products and a
strong brand goes on. 95% of Inglot
production is in Poland.
LPP Co from Gdansk is a company
I mentioned in TLNE Autumn 2012.
Their success and growth continues
and the retailer has opened new
shops in the Middle East and has
launched a new chain entitled Sinsay.

Another Polish retailer Redan SA,
is located in Lodz, with around 500
shops across Eastern Europe. Their
brands include Textilmarket, Top
Secret, Drywash and Troll and is
another example of the international
expansion of a Polish company.
They are also present in Russia and
Ukraine.
In terms of the international success
of Polish retailers, there is no doubt
that SMYK (http://smykgroup.com/
pl/ ) is a great example. This kids
retail chain belongs to the EMF group,
believed and trusted in the licensing

business. Additionally Ameet is
developing its own designs and
product ranges for the local market.
Another well-known Polish licensee,
Trefl SA, with their head office in
Gdynia, was established in 1985
and is another example of a great
international success story. Thanks
to working with global brands and
licensors, Trefl distribution is now
worldwide and competes with major
international players. The product
range is huge and Trefl is unsurpassed
in its category within the EE region.
including the Spielemax (Germany)

and empik stores (Poland) and
already has shops in Russia, Ukraine
and Turkey with plans for expansion.
With several Direct To Retail
licensing programs, SMYK is the
leading kids retail chain in Eastern
Europe. Their own brands, Cool
Club (apparel) and Smiki (toys) are
continuing to grow and develop.
There are also great samples of
Polish licensees. Ameet www.ameet.
pl has a number of leading licensing
programs and has enjoyed worldwide
distribution since 1991,. As the owner
explained, Ameet was the one of
the first companies in Poland that
COBI SA, www.cobi.pl is a Polish

construction blocks producer. It is
the category leader in Eastern Europe
with sales and distribution in more
than 60 countries and sales offices
in the Czech and Slovak Republics,
making it another sample of Polish
excellence. Established in 1987
Cobi now produces a wide range of
licensing products and their portfolio
continues to expand. COBI is also
great distributor of other categories
of toys.
These are just a few examples of
Polish international successes stories.
It has been possible thanks to the
people who believed in their ideas,
hard work and the support of their
teams, as well as the opportunities
that emerged after the political
changes in the 1989.
Whats on
DISCOP Istanbul................................................. Mar 4 - 6...................................................................... www.discopistanbul.com

Licensing Forum - Moscow............................... Mar 12 -14........................................................................ www.licensingexpo.ru
Bologna Licensing Trade Fair............................ Mar 24 - 26.............................................................. www.bolognalicensing.com
Bologna Childrens Book Fair........................... Mar 24 - 27...........................................................www.bookfair.bolognafiere.it
Kazachok Licensing Forum - Paris.................. Apr 1 - 2................................................................................ www.kazachok.com
License Day - Cologne ..................................... Apr 2...................................................................................www.lima-verband.de
MIP TV - Cannes ................................................ Apr 7 - 10.....................................................................................www.miptv.com
Surtex - New York.............................................. May 18 - 20 ............................................................................... www.surtex.com
NEM [New Europe Market] - Dubrovnik..... June 10 - 13..................................................................www.neweumarket.com
Intl Licensing Expo - Las Vegas........................ June 17 - 19.................................................................. www.licensingexpo.com
NATPE Europe - Prague.................................... June 23 - 26.................................................................................www.natpe.com
Seoul Licensing & Character Fair 2014.......... July 16 - 20.......................................................................... www.characterfair.kr
Intl Comic-Con San Diego ............................. July 24 - 27 ...................................................................www.comic-con.org/cci
World Congress of Play San Francisco ..... Sep 15 - 17........................................................www.worldcongressofplay.com
Licensing Awards London ............................ Sep 16..................................................................www.thelicensingawards.co.uk
Licensing World Russia - Moscow...................Sep 18 - 19........................................................................ www.licensingexpo.ru
SPRING 2014
Mir Detstva 2014
(Kids5World)
Moscow.. Sep 23 - 26............................................................www.mirdetstva-expo.ru/en/
Published
March 2014
Buybrand/Licensing Salon - Moscow.............. Sep 23 - 25...................................................................www.buybrandexpo.com
Expo LicensingLEAD
Brasil ........................................
Sep 30Oct 1...............................................................www.licensingbrasil.com
FEATURE
360 Licensing
in -Russia:
Who
is Who?Oct 7 - 9..........................................................................www.brandlicensing.eu
Brand Licensing
Europe
London.
..................
Frankfurt Book Fair ......................................... Oct 8 - 12............................................................................. www.buchmesse.de
FEATURES
MIP Junior.............................................................
Oct 11 - 12.......................................................... www.mipcom.com/mipjunior
Nuremberg Toy Fair, New York Toy Fair
MIPCOM............................................................... Oct 13 - 16............................................................................. www.mipcom.com
Licensing Forum Moscow
Sports Licensing
Toys & Games Licensing
The Big Interview
TERRITORY SPOTLIGHT
Russia and CIS, Central Europe
DEADLINES
Editorial: 21 February 2014
Ad Material: 21 February 2014
Bonus distribution: Licensing Forum Moscow/Toys & Kids Russia,
Bologna Licensing Fair, Kazachok Paris, Licensing Day Cologne
SUMMER
2014
SPRING 2014
AUTUMN 2014
Published
May 2014
Published 27
5 March
2014
Published 8 September 2014
LEAD
LEAD FEATURE
FEATURE
Worldwide
360 Licensing
LicensingTrends
in Russia:
Who is Who?
LEAD FEATURE
360 Licensing in Turkey and SEE: Who is Who?
FEATURES
FEATURES
New Europe
at Licensing
Nuremberg
Toy Fair,
New YorkExpo
Toy Fair
Sweet World
of
Food
& Moscow
Drink Licensing
Licensing Forum
FashionSports
& Celebrity
Licensing
Licensing
The
Big Interview
Toys
& Games
Licensing
The Big Interview
TERRITORY SPOTLIGHT
TERRITORY
SPOTLIGHT
Eastern Europe
Russia and CIS, Central Europe
DEADLINES
DEADLINES
Editorial: 1 May 2014
Editorial: 21 February 2014
Ad Material: 16 May 2014
Ad Material: 21 February 2014
FEATURES
Buybrand Russia
Brand Licensing Europe & MIPCOM Preview
Corporate/Trademark Brand Licensing
The Big Interview
Bonus distribution:
Licensing &
Expo,
Bonus distribution:
LicensingInternational
Forum Moscow/Toys
Kids Russia,
- New
Europe
Market
NATPE
Europe
BolognaNEM
Licensing
Fair,
Kazachok
Paris,Dubrovnik,
Licensing Day
Cologne
TERRITORY SPOTLIGHT
Turkey and South Eastern Europe
DEADLINES
Editorial: 1 August 2014
Ad Material: 24 August 2014
Bonus distribution: Licensing World Russia, Buybrand Russia
Brand Licensing Europe, MIP Junior, MIPCOM
For more informations about Editorial and Advertising opportunities please contact:
Goran Kernyak - Editor | E-mail: goran@totallicensing.com | Tel: +385 1 3865 564 | Mob: +385 99 202 33 93 | US Cell: +1 917 214 6101
SUMMER 2014
68
AUTUMN 2014
Published 27 May 2014
Published 8 September 2014
LEAD FEATURE
LEAD FEATURE
The 100 most valuable brands in 2013

were worth over $2.55 trillion,
which would make them the
6th biggest country in the world by GDP,
ahead of Russia, Brazil and India...
...and most of them are licensed!
June will see the launch of a magazine dedicated

to the licensing of these and other
brands from around the world
For more information contact:
Francesca Ash (francesca@totallicensing.com)
Goran Krnjak (goran@totallicensing.com
Jerry Wooldridge (jerry@totallicensing.com

Total Licensing New Europe Spring 2014

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Total Licensing New Europe Spring 2014

Загружено:

Авторское право:

Доступные форматы

ENGLISH/

Spring 2014 / 2014

Global smash hit

#1 in the UK, Spain, Italy and Austalia

Friderico Gatti: fg@megalicense.ru

TOTAL LICENSING NEW EUROPE

Welcome Willkommen Benvenuti Bienvenidos Mir se vini Pari yegak

Germany - Licensing News & Trends..........46

TOTAL LICENSING NEW EUROPE

APPS MINISTRY ANNOUNCES THE LAUNCH OF

VISIT THE TOTAL LICENSING BOOTH AT

TRUMP AND PBF

The Trump Organization and Premium Brands Footwear (PBF) have

TOTAL LICENSING NEW EUROPE

TOTAL LICENSING NEW EUROPE

PEPPA PIG GOES BIG IN RUSSIA

TOTAL LICENSING NEW EUROPE

MGA Entertainment , 2013 The NPD Group, ,

TOTAL LICENSING NEW EUROPE

RUSSIA - DIGITAL BRANDS LICENSING

JELC ANNOUNCES FIRST MAJOR HINCHCLIFFE AND BARBER DEAL

TOTAL LICENSING NEW EUROPE

2013 Studio 100 Animation ASE Studios

TOTAL LICENSING NEW EUROPE

STUDIO 100 UPDATE

with the exciting range of Shuffle products.

MONOPOLY 1935, 2014 Hasbro. All Rights Reserved.

Upgrade your game

TOTAL LICENSING NEW EUROPE

TOTAL LICENSING NEW EUROPE

NEW DEALS FOR ENDEMOL

TAMAGOTCHI L.I.F.E. ANGEL APP

TOTAL LICENSING NEW EUROPE

TOTAL BRAND LICENSING TO LAUNCH IN JUNE

BRB INTERNACIONAL AND OUTFIT7

TOTAL LICENSING NEW EUROPE

EUTELSAT TO BE NEMS DIAMOND SPONSOR

Eutelsat, has confirmed that it will

attention to their needs. Eutelsat has

For over a decade, Kazachok has

to the fair because

Sport, Communication and Promotion, Product Innovation and License

TOTAL LICENSING NEW EUROPE

most successful 4-12 year old girls

and comedy, not to mention magic

TOTAL LICENSING NEW EUROPE

exclusively by Kira herself. The

officially unveiled at a magical event

Every single doll sold will also

After ten years, Winx Club is

Kira Plastinina & Lorena Vaccari

Winx characters. It was twice as

TLNE: Congratulations on your

When I was a kid I had one of my

Kira Plastinina: It was a pleasure

That is why in the box of my doll

TOTAL LICENSING NEW EUROPE

many more are still to be

are so absorbed in their work is

TOTAL LICENSING NEW EUROPE

and emphasise the positive values

Kira has a lot in common

Each project we develop has a

TOTAL LICENSING NEW EUROPE