Total Licensing New Europe Autumn 2014

Central & Eastern Europe, Russia & CIS
Autumn 2014
TOTAL LICENSING NEW EUROPE
Autumn 2014
Publisher
Francesca Ash
francesca@totallicensing.com
Editor
Goran Kernyak
goran@totallicensing.com
Director
Jerry Wooldridge
jerry@totallicensing
Editorial
Becky Ash
becky@totallicensing.com
Advertising Sales
James Ash
james@totallicensing.com
Subscriptions
subscriptions@totallicensing.com
Contributing Writers
Jeff Stoller
Janusz Tarasziuk
New Europe Market Team
Total Licensing
New Europe Office
Goran Kernyak
Marijane Radev 4
HR-10000 Zagreb
Croatia
Mobile +385 99 202 33 93
US Cell: +1 917 214 6101
Skype: gorankrnjak
Head Office
Total Licensing Ltd
4 Wadhurst Business Park
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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
Chupa Chups ...............................................16
Cover Story: Masha and The Bear ............18
Success story continues in Europe and Latin America
Inspired by success.......................................24
What new properties to be expected from Russia?
Case Studies:TMNT in Russia.....................30
VIMN Russia promotions of TMNT
Brand Licensing Europe 2014 ....................32
Overview & Highlights
Are licensing agents doing their job?.........34
by Jeff Stoller
Polish brands.................................................36
Overview by Janusz Tarasziuk
Getting closer to New Europe market......38
Cartamundi success story
Maya the Bee flies high in Turkey ...............39
TURKEY - Territory Spotlight................... 40.
Complete market overview
Interview: Izzet Pinto...................................46
Founder & CEO of Global Agency
Interview: Robert Fuhrer............................48
Founder of KenKen Puzzle talks about brain puzzle
Whats On.....................................................50
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 Autumn 2014 edition of Total Licensing New Europe the ONLY magazine that highlights
developments in licensing, content and merchandising
specifically within the huge New Europe region a
marketplace that includes Russia, the CIS, Turkey, Central
and Eastern Europe countries. It is a region that has 500
million people with a growing interest in brands and licensed products.
This issue also has in-depth feature on Turkey, Russia and
Poland parts of New Europe but very different in character, although both are growing in terms of consumer
sophistication.
Our next issue, to be published in January, will take an
indepth look at the territories of Central
Europe including GAS territories. We will
also focus on companies based in New Europe that will be at the Nuremberg Toy Fair
traditionally a key market for the region.
One thing that we believe comes across
strong in this edition is the development
of properties that have bee created in the
New Europe region and how many are now poised to expand their reach into the rest of the world.
Masha and the Bear, featured within these pages, is a great
example of a property that has taken Russian and CIS markets by storm and is now expanding into Europe, Latin
America and beyond.
Throughout 2015, Total Licensing New Europe will continue to bring readers information, insights and research into
the vast New Europe market. The magazine reaches significant numbers in New Europe and beyond and, in addition,
is also distributed to Total Licensings 86,000 readers in 105
countries. You will also find Total Licensing New Europe at
a number of key trade fairs, including the upcoming Brand
Licensing Europe in London and Toy fair in Nuermberg. We hope you enjoy this issue and look
forward to talking with you about future plans
for the magazine. The magazine is designed for
the industry both within and outside the New
Europe region and we would love to hear your
thoughts, plans or experiences in working within
this rapidly expanding area.
Francesca Ash
Goran Kernyak
Jerry Wooldridge
Publisher Editor Director
francesca@totallicensing.com
jerry@totallicensing.com
INFO
ITALIAN BRAND LUMBERJACK GOING GLOBAL

Turkish licensing agency
Sinerji is reporting strong
interest in Lumberjack, the
Italian lifestyle brand, as the
property enters new markets across the globe.
Lumberjacks global presence is now growing beyond Italy and high international awareness make it a
fantastic licensing opportunity. This is bolstered by the
brands new UrbanNature
concept, which focuses on
how Lumberjack brings the
simplicity of nature into
the city through footwear
designed for outdoor use
that is both stylish and sophisticated. Lumberjack has recently been bought by Turkish company Ziylan Group, which is set to use its considerable
resources and global reach to popularise the brand through new distribution deals, with expansion targeted on the firstly
Europe and then Eastern Europe, Russia and China respectively.
Sinerji will be working closely with Ziylan Group to capitalise on the growing presence of the Lumberjack brand and move
the property into a wide range of consumer product categories. Apparel and accessories are initial targets before the
brand moves into sectors such as textiles, bags, accessories and perfume.
Lumberjack is a lifestyle brand thats creating a lot of excitement as it has a global profile and is set to expand rapidly over
the next few years as it reaches new markets in Europe and across the world, says Hakan Durda of Sinerji. We want to
meet with potential partners who are enthused by this and want to tap into Lumberjacks vast potential the sky is the
limit with this property!
ZAFARI TO MAKE MIPCOM JUNIOR DEBUT

Ink Global has announced that Zafari a new animation will be
presented to visitors at MIPCOM Junior in October.
ZAFARI is the brainchild of David Dozoretz, who worked alongside
George Lucas on the Star Wars prequels and also contributed to
movies such as Jurassic Park, Forrest Gump, Moulin Rouge, X-Men 3,
J.J. Abrams Star Trek and Mission Impossible: Ghost Protocol.
With a multi-million euro budget in place, this animation tells the
story of a group of animal friends who live together in Zafari.
There is a big buzz growing around this property it has such an
incredible pedigree through David Dozoretz and no expense will be
spared during the production process, says Director Claus Tmming. Zafari, with its strong message of embracing our differences, is
a story that needs to be told to the world. We believe this enhances
the brand and makes it really stand out in a crowded market.The fact
that broadcasters are already signing up in the pre-production phase
shows its potential and MIPCOM Junior represents a huge opportunity for both broadcasters and licensees to link up with what will be
a massive global property.
VISIT THE TOTAL LICENSING AT BRAND LICENSING EUROPE

BOOTH H035
6
SIMON COWELL AND ANIMAL LOGIC TO DEVELOP BETTY BOOP FILM
Betty Boop, together with Animal Logic Entertainment and Simon Cowells Syco Entertainment have
announced their plan to develop and produce Betty Boops first feature-length film.
Partnering with Fleischer Studios, Animal Logic and Syco Entertainment will produce a music-driven
hybrid animated comedy featuring universally adored screen starlet Betty Boop.
Betty Boop had her first hit screens in 1930 with numerous appearances in Max Fleischers Talkartoons and her own Betty Boop cartoon series. More recently, she has taken her career to new
heights, starring in a Lancme campaign and featuring in collaborations with Coca-Cola, NASCAR,
UNIQLO and Chupa Chups. Betty also has countless other global commercial and mass merchandising deals through her exclusive worldwide licensing agency, King Features. Bettys last movie appearance was a cameo in the movie Who Framed Roger Rabbit (1988).
The film, which will be produced by Zareh Nalbandian and Jason Lust from Animal Logic and Simon
Cowell and Adam Milano from Syco, promises to be a strong addition to the Animal Logic and Syco
Entertainment growing development slate with broad audience appeal.
Of the announcement, Betty Boop said: Im so excited to return to the big screen and I only work
with the best! Lets have some fun, Simon. Boop-Oop-a-Doop!
Simon Cowell said, Betty is an icon, and one of the biggest stars in the world Im thrilled to be
working with her. Betty, Ive worked with some serious divas but I think you could be the biggest of
them all!
JANTAR PROJEKT TO REPRESENT PURPLE TURTLE IN POLAND

Indian IP development company, Aadarsh Pvt Ltd, has appointed one of Polands leading licensing agency Jantar Projekt to
represent its anchor property, Purple Turtle.
Commenting on the signing, N.K Krishanand, Head of Licensing and Publishing for the Purple Turtle brand, said, Purple
Turtle books feature stories that guide and stimulate a childs
mind - creative stories that provide great learning while having fun experiences. This deal enable us to expand the growing popularity even further. Young children in Poland will now
be able to enjoy many of Purple Turtles adventures through a
variety of read and play opportunities.
Janusz Tarasiuk, Head of Licensing agency Jantar Projekt,Poland agreed. In recent years, licensed
products have been increasing in popularity and grounding in terms of shelf space.
Purple Turtle in Poland will be an excellent option for kids who love adventure and friendship. The
book content may be a kind of inspiration for kids and their parents. It also teaches educational
and development skills that are so needed in our fast moving and sometimes even rude world and
we definitely need heroes who in a peaceful and friendly way can teach kids and show them a different way to create a better world. Originally introduced in 2012, the Purple Turtle books have
been published in the USA, UK, Russia, Kazakhstan, Ukraine, Latvia, Estonia, Romania, Indonesia,
Sir Lanka, Malaysia, China and 6 regional languages in India with over 1 million copies published to
date. a 78 x 7 minute 3D HD animated series is also in development.
INFO
CARTOON NETWORK COLLABORATES WITH H&M FOR ADVENTURE

TIME T-SHORT RANGE
Cartoon Network has partnered with international fashion
retailer H&M to launch an exclusive t-shirt range inspired by
its animated comedy series Adventure Time.
The t-shirt collection features lead characters Finn and Jake
and unique slogans characteristic of the comedy series.
Adventure Time has proven itself as a brand that resonates
with fans of all ages throughout the world, says Johanne
Broadfield, Vice President of Cartoon Network Enterprises,
Turner Broadcasting System, EMEA. Through creative collaborations with global retailers like H&M, our fans have the
opportunity to express their individual style through looks
inspired by their favourite Cartoon Network shows and
characters.
Cartoon Network has also announced that Adventure Time
has been greenlit for seventh season.
CHARACTER WORLD RAISES MONEY FOR CHILDRENS CHARITY

A 17-strong team from leading licensing business Character World partook in When you Wish Upon a Stars annual
Dragon Boat Race last weekend to raise 1415 for the childrens charity that grants once in a lifetime wishes to children with life threatening illnesses.
The event welcomed 25 teams from across the North West of England, all competing to raise money for the charity.
The Cheadle-based business contribution takes it even closer to its 4,000 donation target for the year.
Character World is partaking in a number of events organised by different members of the team to raise money for the
charity this year including a Manchester to Chester bike ride, long distance walks and a tough mudder event.
Character World is supporting a number of charities through its fundraising in 2014 including When You Wish Upon a
Star, The Light Fund and Cancer Research UK.
For more information or to donate, please visit the business JustGiving page:
https://www.justgiving.com/Character-World-Character-World/
ENTERTAINMENT ONE UNVEILS NEW

PARTNERS, MARKETING INITIATIVES
FOR SKELANIMALS
Entertainment One Licensing

(eOne) has revealed details of its
long term strategy for lifestyle
brand Skelanimals, which will
celebrate its 10th anniversary
in 2016. As part of an ongoing
media strategy, the company has
2-minute-long shorts in production and due for delivery Spring
2015. Newly refreshed website
and social media platforms are
set to launch in the latter part
of 2014 with interactive features
that will act as a hub for fans
online experience. The brand is
also stepping up its fashion program through new collaborations with key pop-culture partners including Iron Fist, Tripp NYC, Loungefly, and Goodie Two Sleeves
for a range of apparel and accessories targeted to the boutique and specialty markets which have been central to Skelanimals success.
JOYRICH
COLLABORATE WITH
PLAYBOY
Joyrich collaborated with Playboy for a
collection of streetwear. The collection
is set in black, white, and soft pink and
features the iconic Playboy rabbit head.
Items include shirts, scarves, and dresses, and are available online at joyrich.
com and in the U.S. and Japan at Joyrich
stores.
INFO
JELC TO DEVELOP NATIONAL GALLERY LICENSING PROGRAMME
JELC has been appointed by the National Gallery Company

Ltd to develop a comprehensive, international licensing programme featuring the National Gallerys collection of some of
the best paintings in the world.
The licensing programme will develop a portfolio of licensed
products across a broad spectrum of categories ranging from
paper products and home dcor to health and beauty, outdoor
living, homewares, gifts, accessories and much more.
As part of the programme JELC will also collaborate with the
National Gallery Company Ltd on expanding its popular food
and drink range, Delicious Art, a range that already includes
fine teas, biscuits, chocolate, wines, Champagne and liqueurs,
gift sets and a luxury hamper.
The licensing programme will generate additional income to
support the Gallery. With almost six million visitors a year
the National Gallery is the fourth most visited museum in the
world. The Gallery houses the national collection of paintings in the Western European tradition from the 13th to the
19th century. Judith Mather, Buying and Merchandise Director, the National Gallery Company says, By appointing JELC
our aim is to develop a programme of licensed products which will be widely available in mid to high tier retailers across
a broad spectrum of product categories in as many territories as possible around the world. We also wish to expand our
highly popular food and drink range, Delicious Art. JELC is our agency of choice because of the expertise, passion and
enthusiasm the team brings to the project.
PENGUIN UK
ACQUIRES WORLD
PUBLISHING RIGHTS
IN NEW SKYLANDERS
UNIVERSE MAG
Penguin UK has acquired world representation rights in a new Skylanders Universe magazine, based on the Skylanders
Spyros Adventures, Skylanders Giants
and Skylanders SWAP Force videogames.
In the first deal of its kind for the publisher, Penguin will work to secure and
manage licensees for the magazine as it
takes its first step into magazine publishing. Penguin, who also has the rights to
the Skylanders Universe books, has secured Immediate Media to produce the
global magazine content and distribute
the magazine in the UK. Initially, the new
magazine will only be sold in the UK, although Penguin has already begun coordinating with key partners to make the
magazine available worldwide. The first
issue will launch in October 2014 with
13 issues published yearly.
FREMANTLE NORTH AMERICA EXPANDS

THE LOTERIA BRAND IN NEW DEALS
FremantleMedia North America (FMNA) has announced
it is expanding the Loteria
brand through two new partnerships with Mad Engine
and Chronicle Books. As the
licensing agent for Loteria,
FMNA has continued to seek
new opportunities to expand
the overall brand surrounding
the iconic Latin American traditional game enjoyed by players for more than 200 years.
Through the new relationships with Mad Engine and Chronicle Books, classic images from the Don
Clemente version of the beloved game of chance will soon be gracing new
apparel and stationary items. Mad Engine will be combining Loteria with
fashion by introducing a full line of apparel including stylish tanks and tops,
hooded pullover and zip fleece, and even infant onesies. The new clothing
line will include items for men, women, juniors, girls and boys, making Loteria wearable for fans of all ages. Chronicle Books will be bringing a host of
stationery products to market this fall across North America, United Kingdom and Australia. Items will include journals, notebooks and notecards, all
featuring trademarked images from this cultural pastime.
INFO
POETICGEM SIGNS WITH PEPSI AND 7UP

Apparel specialist Poeticgem is set to develop a range based
around two of worlds most well-known beverage brands Pepsi
and 7UP.
Poeticgem will use classic imagery based on the brands to create
an adult nightwear range that will tap into the appeal of these
properties.
We are very excited to be working with two of the most iconic
global beverage brands, says Elliott Matthews of Poeticgem. If
you are a Pepsi or 7UP fan, you will also love this new nightwear
range. We are confident of a very strong performance when
product hits the high street.
THE WILD EAST GROUP MERGES WITH EXCEED ENTERTAINMENT

Representatives from Exceed Entertainment and The Wild East Group announced this week that the two companies
will be merging, with immediate effect. The Wild East Group will continue to operate independently within the Exceed
Entertainment group of companies.
Afsar Zaidi, CEO of Exceed Entertainment, comments We are excited to bring The Wild East Group into the Exceed
infrastructure. This is a powerful merger as the skillsets of the two companies are clearly very complimentary, and
will redefine the talent management and brand space to by offering new bundles of services with a variety of different
lenses.
Sid Shah, Founder of The Wild East Group, says India has irrevocably passed from the age of transactions and deals to
the age of value, and this merger was necessary to be able to offer the kind of value add services that brands require.
We have already been embedded culturally with Exceed for years, so there wont be much of a transition, and our clients will get to share in the benefits of significant resources that Exceed brings to the table. I will step down, with the
team remaining in tact and Neha Kanoria will become President of this new entity, bringing a wealth of international
and domestic experience in the space.
THE PEOPLES FRIEND PARTNERS WITH AGE UK NETWORK

Weekly womens magazine, The Peoples Friend, is to
launch a partnership with charities that form the Age UK
network: Age Cymru, Age NI, Age Scotland and Age UK.
The joint venture will see a range of cross promotional
activity taking place which includes copies of The Peoples
Friend magazine being stocked in the charities shops.
The Peoples Friend will be available to purchase in the
charities shops when it begins to roll out from 17th September 2014. A portion of the cover price of each copy
will go direct to the charities. The partnership follows a
successful initial roll out period of six weeks in which Age
UK stocked the magazine in 30 of its shops in England.
On sale Wednesday 27th August, the 30th August issue of
The Peoples Friend will feature a range of in-title editorial
that draws on the Age UK networks expertise in health
and finance. In addition to this The Peoples Friends has
dedicated its annual Love Darg appeal to the charities,
with readers being invited to use their knitting and crochet skills to make items to donate to Age Cymru, Age NI,
Age Scotland and Age UK.
DC Thomson Head of Advertising (Consumer Entertainment) Andrew Williams commented: This is a first for
The Peoples Friend. To have our magazine stocked nationwide in the charities stores is a great chance for us to
develop and grow the brands audience, as well as reaching out in a different way to our existing readers. It offers
an exciting and unique opportunity for advertisers.
10
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INFO
THE WISDOM OF KIDS, GEMMA INTERNATIONAL

PARTNER FOR GREETING CARDS
The Wisdom of Kids has entered an
agreement with Gemma International
Ltd. for licensed greeting cards. The
partnership will bring the design brand
to specialist card retail outlets, stores,
and supermarkets nationwide next
spring/summer. The line will include
stand alone designs with occasion and
relation cards.
JELC, the UK-based licensing agency
for The Wisdom of Kids, plans to expand the brand to stationery, gifts, apparel, electronics, home-wares, household textiles, and more.
HARRY POTTER: THE CREATURE VAULT

TO DEBUT IN OCTOBER
Harry Potter: The Creature Vault, the
first book devoted exclusively to the
process of bringing the creatures in
the Harry Potter films to life, will be
on sale from Harper Design on October 28. The book is a comprehensive
look at the creatures that populate the
magical worldfrom Dementors, goblins, and Chinese Fireball dragonsand
peers into filmmaking archives to give
readers an inside look into the movies.
The book is bound in a purple leatherette case with de-bossed images of
the creatures, and the interior features
high-quality photographs including concept art, behind-the-scenes shots, and
film stills. It also comes with a removable poster that pictures each of the
creatures in full color and an eight-page Eeylops Owl Emporium catalog, profiling the owls on offer at Diagon Alley.
DIGITAL GIVING AND

BULLDOG SIGN TO HELP
PREVENT BULLYING
Digital Giving and Bulldog Licensing have delighted to announce a
partnership between the T-Shirt
Booth app and Plants vs. Zombies
to benefit BeatBullying, a bullying
prevention charity. Digital Givings
free T-Shirt Booth app allows fans to
personalise a T-Shirt with just a few
taps of their smartphone or tablet.
This partnership also gives fans the
chance to join the digital fundraising revolution. The T-Shirt Booth
app takes an innovative approach by
linking engaging childrens character
brands to good causes donating 2
of each T-Shirt sale to the brands
partner charity, in this case its Beat
Bullying and the brand is Plants vs.
Zombies.
DHX SIGNS CHARACTER OPTIONS AS MASTER TOY FOR TELETUBBIES

DHX Media has appointed Character Options as global
master toy partner for the new series of Teletubbies.
The deal was completed by DHX Brands, the companys
dedicated brand and consumer products arm.
Character Options will launch product at retail in the
UK in 2016, with other territories to follow. Core categories will be plush, plastics and bath toys.
The new 60-episode series of Teletubbies has been commissioned by the UKs CBeebies and is being produced
by UK production company, Darrall Macqueen Ltd. It will
feature the same characters but will bring a refreshed,
contemporary look to one of the worlds most wellknown pre-school properties, ensuring that it is relevant
for a new generation.
DHX Brands EVP Peter Byrne says: Teletubbies is one of the most recognizable pre-school brands globally which we
believe represents a remarkable consumer products opportunity.Were very excited to be partnering with Character Options, who have an incredible track record in building and nurturing pre-school brands for the long term.
12
PGS ANNOUNCES ROBIN HOOD DEALS
PGS Entertainment has announced a raft of global sales for the Method Animation and DQ Entertainment series Robin Hood: Mischief in Sherwood.
Broadcasters that have recently licensed the series include RTBF (Frenchspeaking Belgium), NRK (Norway), RTS (Switzerland), RTL Telekids (Netherlands & Luxembourg), Direct Sight (Ukraine), and BBC ALBA (Scotland).
The series has previously been sold to TF1, ZDF, DEAkids (Italy), RTVE-Clan
and Canal Panda (Spain), VRT (Flemish-speaking Belgium), Canal Panda (Portugal), SVT (Sweden), MTV3 (Finland), LRT (Lithuania), Tl-Qubec (Canada)
and Gloob (Brazil). Commissioned by TF1, ZDF and DeAgostini, Robin Hood:
Mischief in Sherwood (52 x 11min) is available in HD CGI and 3D for the
first time.
INFO
HELLO KITTY IN
PARTNERSHIP WITH
BARBOUR FOR
GIRLS RANGE
Sanrio has collaborated with heritage
and lifestyle brand, Barbour.
The deal, brokered by Sanrios UK
licensing agent Fluid World, will see
the launch of a range of Hello Kitty
girlswear including; jackets, knitwear,
hats and socks. Pinks, purples and
navys feature strongly across the
collection with the Hello Kitty image
appearing in a countryside scene
wearing wellies and a Barbour jacket.
The collection launched this August
to coincide with Hello Kittys 40th
anniversary.
DAVID BOWIE TO STAR IN NEW COMIC BOOK

Bluewater Productions has announced the release of new comic book biography
of music icon David Bowie.
Fame: David will be released this week in print as well as digital. This summer,
Bluewater has released biographical comic books featuring Kurt Cobain, Amy
Winehouse, and Freddie Mercury as part of their Tribute series.
Written by Mike Lynch with art by George Amaru, Fame: David Bowie features,
six collectable covers by Michael Troy, Graham Hill, and George Amaru showcasing Bowies flamboyant fashion through the decades.
HAVEN PARTNERS WITH ARTESTAR FOR KEITH HARING AND OTHERS

Haven Licensing has announced that Artestar has appointed them to manage the licensing of
their portfolio of art, design and pop culture brands in Australia and New Zealand.
Based in New York, Artestars clients include Keith Haring, Jean-Michel Basquiat, Patricia Field,
Jeremyville and Curtis Kulig amongst a plethora of other designers and artists. Internationally,
the Artestar team have collaborated with a wide variety of labels and retailers, including
Reebok, Uniqlo, Comme des Garcons, IKEA and Adidas.This new deal with Haven brings these
opportunities to the ANZ market.
We see great potential for our artists and brands in the region and were really excited to be
partnering with Haven to spearhead the effort, said David Stark, President of Artestar.Haring
and Basquiat have been perennially successful throughout Europe, Asia and the US, along with
the cohesive portfolio of talent that weve built around that success. Expanding into Australia and New Zealand is a
logical next step for us and our clients.
We are delighted to be working with Artestar, said Yvonne King, Director, Haven Licensing.Weve been contemplating
a foray into art and design licensing for some time now, and breadth of the Artestar portfolio makes them a one stop
shop for licensees & retailers looking to capitalise on the tremendous surge of interest in the genre. Were seeing the
trend come through in the High Street stores internationally, and the time is right for us to be introducing the brands
into the ANZ market place.
13
INFO
BREAKING BAD EXPANDS LICENSING

PROGRAM AFTER EMMYS WIN
Breaking Bad picked up five Emmys in the 2014 ceremony, and will now expand its licensing programme.
The licensing programme, managed in the UK by
independent licensing company Rocket Licensing on
behalf of Sony, is still expanding as the franchise builds
to satisfy the demand of the shows growing number
of fans. In the newest deal, licensed clothing producer
Poeticgem has announced details of a major agreement that will see the company produce Breaking
Bad nightwear, underwear and loungewear, featuring
classic imagery from what is now officially one of the
greatest TV shows in history. The line, which includes,
pyjamas, briefs, lounge pants and onesies modelled on
the infamous Los Pollos fast food restaurant, is aimed
at young adults of both sexes. It will reach high street
retail, fashion and gift shops this autumn.
Breaking Bad product at retail already includes Pyramid posters, masks from
Mask-arade, and t-shirts and sweatshirts from both Trademark Products and
Plastic Head. Socks from Roy Lowe and dressing gowns from Groovy, along with
dress-up costumes from Smiffys, phone and tablet cases and leather-embossed
notebooks from VMC will follow soon, along with a Breaking Bad Top Trumps
card game. Publishing and gifting licences are expected to be announced before
the end of 2014. As well as developing a licensing programme for Breaking Bad
Rocket is also working with Breaking Bad spin-off, Better Call Saul, for which a
group of licensees is developing product for the programmes launch on Netflix
in 2015.
NEW ATHLETE APPOINTMENTS FOR EXTREME
Extreme has announced the appointment of three new Extreme-sponsored

athletes; Cam Peake, Sam Carne and Ross Welch.
The final addition to the Extreme roster is Ross Welch, Freestyle Skiier, who
is proud to represent the sports company at tournaments and festivals as
he sees himself as part of the bigger picture for the brand. Like all Extremes
athletes, performers and artists, Ross is one of the leaders in his chosen hobby
and has achieved a level whereby he can make it his occupation; competing on
the global stage at the AFP World Tour and founding the Gap Nation Ski and
Snowboard competition in the UK.
Alistair Gosling, CEO and Founder of Extreme, comments, Extreme has
always maintained its position as a major player by re-investing in the sector;
seeing our sponsored athletes grow from strength to strength is testimony to
our ambassador programme. Our athletes, performers and artists are the first
to hear about new trends and talent and the most direct avenue to our fans.
They ensure the Extreme in-house team never take their finger off the pulse.
14
SANRIO ANNOUNCES
HELLO KITTY CON 2014
Sanrio has revealed details for

Hello Kitty Con 2014, the first official Hello Kitty fan convention in
the world. Presented in conjunction
with Target, Hello Kitty Con was
developed in celebration of Hello
Kittys 40th anniversary and will
take place at The Geffen Contemporary at The Museum of Contemporary Art (MOCA) in Los Angeles
from October 30 to November 2.
Hello Kitty Con 2014 will present a
full lineup of activities, including integrated workshops, lectures, panel
discussions, special appearances
and signings with Hello Kitty head
designer Yuko Yamaguchi and others, interactive art installations, and
daily artist signings. The Hello Kitty
Friendship Station Pop-up Shop will
offer convention exclusives; the
Hello Kitty Super Supermarket will
feature a curated selection of vendors offering products and experiences available only at the convention; and a Hello Kitty retrospective and vintage shop will sell rare
collectibles. Other event highlights
include product and collaboration
previews; a tattoo shop; and photo
opportunities. Hello Kitty will be on
hand for special appearances and to
hug fans as part of her global Share
a Hug with Hello Kitty! campaign
throughout the four day event.
Sanrio and Target will offer limitededition, co-branded product available only at the convention.A further
offering of exclusive Hello Kitty
40th anniversary products, such as
apparel, cosmetics, accessories, and
toys, will be available beginning September 14 at Target stores nationwide and at target.com.
Fine Art Licensing

The Ansada Group specializes in fine art with over 10,000 images available for
licensing focusing on nature and nostalgia.
Wildlife is one of the strongest categories represented with world renowned artists like Carl Brenders, Daniel Smith, John
Seerey-Lester and many, many more. Depicting wildlife accurately and in their habitats requires much first-hand knowledge, research and travel.
Inspired by his surroundings, Daniel Smith finds one of the most rewarding and inspiring elements is fieldwork. Smith is
passionate about his subjects and travels frequently seeking artistic inspiration. This translates into his paintings which are
filled with life and emotion.
Carl Brenders creates powerful renditions of wildlife in all its spectrum, the mastery of details and the tactile realism Carl
creates in his paintings provides viewers with a close encounter with his subject.
John Seerey-Lester prefers to paint from life and has visited such many diverse locations including Africa, China, India, The
Arctic and Antarctica as well as Central and South America. John has gained a reputation over the years for producing
images that tell a story, with a mysterious or mystical appeal. When asked how long it takes to create a painting, John
Seerey-Lester says it takes a lifetime
15
Chupa Chups
A Perfetti Van Melle Group Brand

Since its launch in
1958, many different
generations have grown
up with Chupa Chups. It
has very much become
an iconic brand, part
of popular culture and
a generic name for
round lollipops in many
countries, not least in
Russia, where the lollipop
has been produced in St.
Petersburg since 1991.
The brand belongs to the confectionery group Perfetti Van Melle, a
company that is present in over 150
countries worldwide and third in the
global sugar confectionary market.
It is market-leader in many markets
16
with strong brands like Mentos,

Fruitella, Frisk, Alpenliebe, Golia, Happydent,Vivident, Big Babol, Airheads,
Smint and Chupa Chups.
The Licensing Experience

Perfetti Van Melle develops licensing
programs with some of its most iconic brands. The Chupa Chups licensing
activities started fifteen years ago and
continue to expand steadily around
the globe. Airheads, a popular brand
in the US, is also running a successful
licensing program in the North American market. The candy power house
is now gearing up to license two of
its other confectionery classics: Mentos, its most international brand, and
Frisk, Japans leading mint brand.
The international licensing program
for Chupa Chups has over 60 licens-
ees worldwide. 2.5 million licensed

products are developed annually in
over 50 countries covering product
areas including fashion and lifestyle
categories such as apparel, personal
care, accessories or electronic devices.
Recent success stories from Chupa
Chups include worldwide projects
with fast fashion retailers such as
H&M, Uniqlo and Zara Group with an
international launch of flavoured lip
glosses by the popular Lip Smackers
brand. This year, the lollipop brand is
also the subject of a co-brand project
with Betty Boop from King Features
Syndicate.
Chupa Chups In Russia

Chupa Chups is extremely popular in
Russia where it is one of the biggest

confectionery brands in the market.
Chupa Chups scores an awareness of
more than 95% and has a tremendous
emotional link with its consumers, refreshed by a communication strategy
aimed at a teenagers through a Life
Less Serious spirit.
In order to enter the Russian market,
Chupa Chups selected leading Moscow licensing agency Megalicense,
who have represented the brand, exclusively in Russia since 2012.
A joint strategy was designed to secure and manage licensees across a
range of lifestyle categories targeted
primarily at teenagers.
Initial deals include Ast License Ltd
(Premiera Origami Group) who
have developed a colourful collection
of stationery items and backpacks
which will soon be found on the
shelves of bookshops, stationery
shops, gift shops, toy shops across the
country.
Chupa Chups has also partnered with
OJSC - Octext (Monolit group) a
company that specialises in home textile products, and well known for its
ona Liza brand. Based on the most
iconic artworks of the brand, they
have designed bed linen, terry towels,
plaids, pillows, blankets, etc. which has
been launched in specialized retail
and department stores.
Personal care and digital game deals
are also in the pipeline and Chupa
Chups is looking to take its colourful
lifestyle to key categories in personal
care and apparel.
Perfetti Van Melle, the third largest

confectionary Group in the world, is
a privately owned company producing
and distributing candies and chewing gum in more than 150 countries
worldwide.
Perfetti Van Melle Group develops
successful sweet licensing programs
with some of its most popular brands:
Chupa Chups and Airheads; and fresh
lifestyle licensing programs are soon
to be launched with two other confectionery classics: Mentos and Frisk.
Chupa Chups, the international lollipop brand with a strong personality

and emotional link with its consumers, has developed a lifestyle licensing program worldwide. The iconic
lollipop brand always finds new ways
to transfer the essence of its flavours
and colours to an ever expanding
universe of lifestyle products and retail experiences.
Airheads is a popular brand found

almost everywhere in the US. It is
successfully licensed onto food and
beverage products but is now also
expanding into several lifestyle categories such as apparel, cosmetics,
stationery and digital games, among
others.
Mentos is a global brand currently

sold in more than 130 countries. It
enjoys a huge international brand
awareness and ranks number 3 in
the combined candy and chewing
gum category. Inspired by its unique
heritage and characteristics, an art
portfolio has been developed to apply
to the main licensing categories such
as apparel, personal care and accessories, targeted to young adults, across
the European market and in the US
as of 2015.
Frisk, the premium high-quality power

mint, is preparing a premium licensing
program for young urban professionals to be implemented in Japan as of
2015.
The strong refreshing mint and mental energizer is number one in Japan
with a brand awareness of 97%.
For further information, please visit:

www.chupachupsuniverse.com
or contact:
Marta Ballesteros, Licensing Area
Manager at PVM Licensing Division:
marta.ballesteros@es.pvmgrp.com
17
Masha and the

Bear is the most
popular brand
amongst girls and
boys aged 2 to 6,
and is one of the
leading brands
for other audiences including
7-9 year olds and
10-14 year-olds.
THE BRAND THAT HELPS YOU

TO FIND YOUR
INNER CHILD
Masha and the Bear is a humorous
family show that has enjoyed
tremendous success across the
Russian and CIS market. Thanks to its
unique style it has quickly developed
from an animated cartoon to a
become a globally expanding brand.
The Series
The Masha and the bear series
tells us about a unique relationship
between an exceedingly active little
girl Masha who cant sit still and has
to make everything her business
and her friend the Bear. Although he
had a crazy youth as a circus artist,
now he loves comfort and quietness.
Masha is the only one who can give
him a nervous breakdown,
and as a result he is
always anticipating
another fun and wind
adventure that Masha
will pull him in to.
Their relationship reflects
the communication between a
child trying to learn about the
world and an adult trying to
help. As a result, the cartoon has
successfully appealed to kids and
parents all over the world.
Although Mashas creator, Oleg
Kuzovkov, avoided the direct
18
didactics,
the show
entertains
and
teaches
both
children and
grown-ups.
Thanks
to its rare
combination
of qualities, as
Buzzfeed once
noted, people
keep watching
Masha religiously.
Each 7 minute episode
has a stand-alone plat

and outstanding 3D CGI animation. In
addition, there is all-round appealing
humour which is clear through both
the action and Mashas quotes that
become popular right away. The show
also has original music and songs.
Another advantage of the show
is the very well-balanced media
support that never overloads the
market. Production on Season 1 (26
episodes) is complete and production
on Season 2 production will be
completed by February 2015. There
is also a plan to begin production
on Season 3 by the end of this year,
which will provide the audience with
new Masha stories by mid 2017.
show is now airing in more than 25

countries including Russia (Russia
1, Karousel, Mult), Ukraine (1+1,
TET, ++, Piksel), Kazakhstan
(Khabar, El Arna), Norway
(NRK), Czech Republic
(Ceska televiza), Bulgaria
(BNT), Finland (MTV Juniori),
Italy (Rai2), Estonia (ETV,
ETV2), Benelux (VRT, ZAPP),
Switzerland (RTS, SRF),
Slovakia (RTV), Poland (TVP),
France (France5), Austria (ORF),
Germany (KIKA), Sweden (STV),
Israel (Talit),Vietnam (HTV), Australia
(ABC), Indonesia (ANTV), South
Korea (EBS, Tooniverse), Canada
(Tele-Quebec), UK (Cartoonito,
Boomerang, Cartoon Network), and
Latin America (Cartoon Network,
Boomerang).
Almost all of these channels have
the rights to air both Season 1 and 2
and the plan is to completely cover
Europe by the end of 2014.
Broadcasting deals with Spain,
Portugal, Serbia, Turkey and MENA
territories are currently under
negotiation.
Mashas Tales is a unique spin-off

project that launched in 2012, where
Masha tells popular fairy tales in
a childish manner, confusing both
storylines and characters, but always
coming up with original and positive
advice.
The main goal of Mashas Tales is to
create a spin-off that shows new sides
of Mashas unique personality.
The Target Audience is 2-6 year olds.
Mashas Tales is a unique
combination of 3D CGI animation
and 2D Flash animation.
The show is a humorous take on
globally known fairy tales.
Media support is 26 episodes (5.5
min each).
Global Broadcasting Plan

Broadcasting is gradually expanding.
With very high ratings amongst
kids, parents and grown-ups, the
The huge worldwide interest backed

up by a long list of existing and
upcoming DVD and other media
agreements with strong international
partners, such as Sony Music, Nordisk
Film, NBC Universal, Mountain road
and others.
The leading cinema chains in the
UK (Odeon,Vue and Picture House)
reported more positive comments
than any other content for kids that
they showed. The average viewing
figures for VUE and Odeon were
higher than those for Disney Junior.
age groups.
The reason why younger age groups
are becoming broader is that during
the five years since its release, Masha
and the Bear became a nationally
accepted family show, hence parents
are embracing it as a brand for
their newborns, and furthermore a
generation of girls has grown up with
Masha so their purchasing intentions
for trendy licensing products is
impressively high.
The Brand
The Masha brand began to be
developed in Russia in 2009 after
the hugely successful release on
the most popular TV program
for kids on Russia1. Although the
propertys core audience is girls
from 2 to 9 and boys from 2 to
6, the statistics indicate extended
data according where the cartoon is
in demand amongst 0 to 14 year old
19

With more than 100 licensees
covering such
categories
as
publishing,
puzzles,
confectionery,
home decorations,
digital, toys and fashion,
Masha and the Bear
has become a leading
preschool IP in
Central and Eastern
Europe.
One of the great
qualities of the
brand is that it is
equally popular on
food and non-food
products thanks to
its flexibility.
Here are just a few
facts showing the
consumer products success:
Despite a generally flat toy market,
Masha licensed toy sales grew in 2013
by 82% compared with 2012;
Egmont publishes over 300 titles
each year which equates to 4.7
million books and 853,000 magazines.
Taking into account Mashas
phenomenal potential, leading
European companies keep picking up
the brand to launch their product

lines in Russia and CIS. Ferrero
was the first partner who signed
a very successful winter campaign
featuring Masha on Kinder Pingui
and Kinder Milk Slice bars. Thanks
to an animated TV commercial made
by Animaccord Animation Studio
(viewed over 18 million times on
YouTube), the campaign gathered
thousands of participants. That story
continued with the back to school
campaign for Kinder Delice. In 2013
Kinder Surprise also went Russian,
introducing the first local collection
with Masha and the Bear.
The results speak for themselves:
Russia and CIS are getting ready for
the debut of the second collection
in 2015. Leading up to this, Masha
fans will take part in a new Kinder
promo which was launched on
September 1, accompanied by a TV
commercial. Ferrero Ukraine went
further engaging the whole country
with products such as Nutella and
Kinder Presents with Masha and the
Bear. One of the key goals of 2014
is proving that, no matter what the
political situation is, Masha succeeds
with consistently high sales from
Danone in Ukraine.
Key activity in publishing, which is
worth mentioning, are the deals
with Panini whose collectible albums
appeared in 2013 and the partwork
magazine by Eaglemoss
which will highlight the
market in February 2015.
Global Licensing
Program
Globally, Masha has
recently welcomed
on board leading
companies that
consider the
brand unique
and, importantly,
transcultural. One
of the key principles
of the brands
mission statement is
that manufacturers
should guarantee a
high-quality in terms
of their products.
20
Simba-Dickie Group has become

the master toy partner throughout
Europe and a few toy categories will
be presented in Russia and CIS in
January 2015.
Vladimir Gorbulya,Vice President at
Animaccord, said, Because of Mashas
potential and Simbas great abilities
and resources, I have no doubt
that this partnership will bring an
interesting and promising synergy to
the toy market.
Egmont International brought Mashas
books and magazines to Germany,
the UK, Nordic, CEE and Turkey.
Other companies such as Hachette,

Mondadori, I MoM, Ravenburger,
Giromax and others will also produce
Masha licensed products.
The worldwide licensing program,
excluding Americas, is handled
through Ink Brands. Inks Director,
Claus Tmming said, The initial
deals we are signing for Masha are
indicative of the enormous potential
for the brand globally - it really is
something magical and you just have
to look at the success Masha has
enjoyed in Russia to see how far it
can go. The skys the limit with this
property!
As Masha has just been launched
across the whole Latin America,
Animaccord Corporation who
represent the brand in the region is
keen to start developing the licensing
program immediately.
Digital Success
The digital success of the show
keeps growing globally. Each episodes

premier is an anticipated event that
millions of fans impatiently wait for.
Mashas official YouTube channel
(MashaMedvedTV) has become one
of the main platforms to release the
new episodes.
The number of subscribers has
reached 1.6 million people generating
over 250 million views monthly.
One of the respected digital
sources, entitled Tubefilter ranked
MashaMedvedTV #12 in the most
popular channels worldwide chart
(April 2014 data).
Bearing in mind that
MashaMedvedTV is
regularly included
in Top-50 channels
with its 44 episodes
in Russian, this
sounds quite
impressive.
One of the
episodes, The
Laundry Day,
became the most
popular video on
YouTube in Russia,
making it the only country where
Gangnam Style was pushed into
second position. Another episode, La
Dolce Vita, took first place in 2013.
Another fascinating fact is Masha and
the Bear has been chosen by Google
as the top series to be released on
GooglePlay Russia for paid digital

distribution, due to brands popularity
and success. Just a few episodes
have been uploaded over 80 000
times within first 3 months. Having
a quick glance at the top selling
movies, viewers can always see Masha
amongst other posters.
In order to increase and maintain
the brands popularity, the new
freemium game was released for
iOs and Android users and has been
downloaded over 500 000 times.
But Masha wouldnt
be Masha if she
just stood still and
enjoyed the success.
Animaccord has also
launched an official
YouTube channel for
the Ukrainian
audience.
According to
the plan, a
further key
launch this
year will be
related to a
channel in English.
Promotional Advantages
The brands principles enable the
licensing team to provide partners
with top-quality materials in order to
make consumer products appealing
and unique. Each promo developed
with Masha enjoys great success and
attracts thousands of participants.
Licensees are also included in the
online promotional activities, making
full use of all the new media and
digital tools.
The official website (www.mashabear.
com) is an
interactive
playground for kids gathering up to
80,000 unique users a day, thanks to
the new edutainment games and the
seasonal changing of the background
etc.
Thanks to Animaccord, Masha speaks
fluently in English, Spanish, French,
German and other languages, which
means that fans from all over the
world will be using the localized and
geographically-targeted versions
starting from this fall.
Todays Mashas followers on
Facebook number 2.7 million, and
growing rapidly. The official accounts
on Twitter,Vkontakte, Odnoklassniki
and others are also hugely popular.
Animaccords unique competitive
21

advantage is the high-quality of their
TV commercial production. These are
more like mini-cartoons that happen
to be promoting something - as a
result the views that these TVCs are
gathering on YouTube are extremely
high.
Thanks to the major success that the
brand has already attained in Russia,
CIS and Europe, Masha is heading to
become one of the most promising
pre-school brands.
Masha and the Bear is an
international cruise liner traveling
across the globe, gently and positively
looking for the right partners to take
on board. said Vladimir Gorbulya.
Famous for its all-round appeal and

catchiness, Masha and the Bear is
looking forward to supporting the
synergy of growing popularity with
strong partnerships.
FIND
Masha and The Bear
at
BLE 2014
Booth E115
&
MIPCOM
Booth C16.A7
We have to become friends!

www.youtube.com/user/MashaMedvedTV
www.facebook.com/MashaAndTheBear
www.vk.com/MashaMedvedTV
www.twitter.com/MashaAndTheBear
www.mashabear.com
www.animaccord.com
22A Murmansky proezd
129075, Moscow
info@animaccord.com
22
Licensing
World
Russia
Licensing World Russia

is the only trade show
in Russia dedicated
to brands, character,
entertainment and art
licensing.The show will
take place from 15 to
17 September 2015 at
Moscows Crocus Expo
facility.
The event is bringing together
exhibitors from around the world,
to create a network platform, that
provides opportunities for brand
extension, increased distribution and
new brand collaborations.
The licensing market in the region is
categorized by a number of features,
among which are high customer
loyalty, product quality and content
orientation. All these components
make for a stable marketplace.
Quite simply, Licensing World Russia
provides participants with the
opportunity to expand their business.
substantial opportunities of expanding

their business into Russia, CIS and
Eastern Europe. On the other
hand, it gives Russian companies
the opportunity to promote their
products and national brands, and to
tell their audience how the use of
famous characters influences brand
awareness and stimulates sales.
The international tradeshow
will introduce the brand owners,
licensors, and licensing agents in
key categories including fashion
and lifestyle, characters and
entertainment, heritage and art,
corporate brands and more.
In terms of the business program,
attendees can learn about the
licensing industry and branding
strategies, get expert advice if they
are just getting started and connect
with the executive-level audience.
Amongst the attendees are licensees,
retailers, advertising agencies, media,
distributors and manufacturers
of all product categories such as

fashion apparel, food/drink, home/
housewares, toys/hobbies, video/
home entertainment, health/ beauty,
publishing, consumer electronics, gifts
and souvenirs, automobile accessories
and others.
Licensing World Russia facts and
figures:
95% of exhibitors confirmed
their participation at Licensing
World Russia; 2000 visitors - 93%
are industry specialists; 99% of
visitors will definitely visit Licensing
World Russia; A business program
comprising 10 events bringing
together more than 600 attendees.
Key events at the Licensing World
Russia
A three-day business program,
including Licensing University;
A Retail Center: two B2B days
dedicated to current trends in the
licensing retail business;
A Popular characters parade.
Licensing World Russia comprises

two equally important parts: an
exhibition and a business program.
The exhibition includes leading
Russian and foreign licensing agents
operating in Russia and abroad. The
business program presents best
practices and the upcoming trends.
The main goal of Licensing World
Russia is to create a unity between
Russian and foreign markets, said
Oxana Zharkova, Head of the
Licensing World RussiaProject. On
the one hand it is a great opportunity
to show foreign companies the
23
Inspired by
Success
What new properties to be expected from Russia and Belarus?

The Russian licensing
market is one of the fast
growing. Every year it
increases by one third due
to the overall maturing
of the entertainment
industry itself but mainly
to the establishing of
monetization scheme
for the kids series,
government support and
development of local
brands.
Animation studios and right holders
are learning fast from the international heavy-weights such as Disney,
Marvel, Winx and etc. speeding popularity of the Russian locally created
animated series. Keeping up the traditions of the world-renowned Soviet
school of animation todays Russian
animation industry moves intensively
forward relying on creativity and innovative techniques.
The first New-Russian licensing animation brand was Kikoriki, which is
still popular in Russia and also made
its story abroad. This cartoon appeared on the Russian television in
2005 and through nine years of its
existence managed to achieve almost
one hundred percent brand recognition among the Russian audience of
all ages. Thanks to the partnering with
the Nickelodeon channel, now Kikoriki is aired for children and adults in
17 countries.
Truly international project which success we are currently witnessing and
24
which is yet has not hit the limits of

its world potential is one of the new
leaders of the Russian animation and
licensing market Masha and the Bear
(Masha and Mishka as the daughter
of my French friend calls it as she is
watching it without translation). The
3D animated series have caused a lot
of positive buzz on social networks
like Facebook, My World, Twitter, etc.
and have millions of viewers on Youtube. The secret of its popularity is
a funny and simple story about restless small Russian girl Masha and her
adult friend the Bear (she calls him
Mishka and yes this is what Russian
is famous for) they both get into
various comic situations, while Masha
constantly drives Mishka to nervous
breakdown.
According to the research of Synovate Comcon in the first half of 2014,
the favorite characters of the Russian mothers with children up to 4
years are Masha and The Bear (52%),
Kikoriki (30%), Luntik (23%) which
are followed by Disneys Cars (22%)
and Winnie The Pooh (19%). Also the
survey says that the most popular
animated films of recent years in
Russia are the series Masha and The
Bear, The Fixies and Kikoriki. By today,
these shows already covered many
territories around the world and
became extraordinarily popular in
Europe and Asia.
MIPJunior and MIPCOM will host

once again the Russian Animation
pavilion an initiative organized by
Cinema Fund with the support of the
Ministry of Culture of the Russian
Federation.
Following the international success of
above said Russian animated projects
and properties Russian Animation pavilion will focus on existing or brand
new projects with top international
potential, some seeking for cooperation and partners or licensing agents
and being in different stages of development:
MASHA AND THE BEAR

animation series, family show
Animaccord Animation Studio,
Masha and the Bear Ltd
Masha and the Bear is an extremely
popular cartoon about a unique relationship between a little girl Masha
and her friend The Bear. As it reflects
a communication of a child trying to
learn about the world and an adult

trying to help with this difficult task,
the family show became an extraordinary hit across Europe and Asia, partnering with such companies as Sony,
NBC Universal, Nordisk Film. The
show has almost covered the whole
Europe airing on Cartoon Network,
FranceTV, KIKA and other channels.
Masha and the Bear has been chosen
by leading European companies.
200+ licensees globally.
Master Toy Partner in Europe Simba
Dickie Group
DVDs by Sony Music, NBC Universal,
Nordisk Film, Mountain Road
European Publishing by Egmont, Hachette
Games Tech4Kids
Puzzles Schmidt Spiele, Ravensburger
Magazines Eaglemoss, Panini,
Egmont
This summer Danone Ukraine Com-
pany has released a range of childrens natural yogurts Masha and the
Bear for sale in Ukraine. The new
product instantly gained recognition
among Ukrainian small customers and
their parents.
KIKORIKI
animated comedy series, features
The Riki Group
Kikoriki is one of
the leading programs
in Russia among
boys and girls of
512 years old with
daily viewers of
more than 5 million
kids. 50% of parents
watch the show with their kids.
Lifes a ball in Kikoriki a place
where everyone counts on the
improbable and depends on the
impractical; a land where you can
turn snores into energy, order your
dreams before bed, sail to the edge
of the Earth, and even get a perpetual
chocolate maker as a birthday gift!
Meet Krash the Rabbit, a blue ball of
energy always ready to jump into adventure with his cautious companion,
Chiko the Hedgehog. Theres Wally
the Ram, a purple poet in search of
inspiration from his unrequited love,
Rosa the Pig, a true fashionista. When
theres a problem in need of an inventive solution you can always count on
Pin the Penguins engineering genius
to make the simple complex. And
if its unsolicited advice youre after,
look no further than Olga the Owl, a
wise old granny full of zip, and her pal,
Carlin the Crow, a born entertainer
and legend in his own mind! Yes, you
could say that the world of Kikoriki
is a lot like the world of Winnie the
Pooh if the Hundred Acre Wood
had a submarine, a soccer field, a science lab, ping pong tables, computers,
a hot air balloon, a baby robot, skateboards, and a disco that is!
The series has been followed by the
animated comedy Kikoriki: Team
Invincible (stereoscopic 3D CGI)
as a prequel. Kikoriki: Legend of the
Golden Dragon is the next feature
based upon the series, with release in
25

TOMTHOMAS and his secret
friendship with SIMKA and NOLIK,
the children of the Fixie family that
live in his apartment.
Current production and development
include the series, an internet portal,
the feature film, computer and console games, specialized mobile content, a line of printed and ebooks,
and a character licensing program.
70+ licensees, 2000+ licensed products (distribution in Russia, Ukraine):
toys, games; goods for sports and recreation; books, magazine, partwork;
DVD, computer game, apps; childrens
clothing and shoes; stationery; confectionery and other food products;
medicine.
Russia in 2015.
60+ licensees in Russia and the countries of the former USSR, with more
than 6,000 licensed products in 35
categories including: food, printed
and media products, games and toys,
clothing and shoes, auto accessories,
cosmetics, stationery, home goods
and others.
THE FIXIES
animated comedy series, edutainment
Aeroplane Productions,The Riki Group
The Fixies animated series is the
launching pad for the multiplatform
project The Fixies, an animated
brand designed for the international
market. Its one of the most high
speed developing projects in Russia, airing in prime time on Russia
1, federal TVchannel, collecting
more than 7 million viewers a day.
The rights for the TV release of the
show have been sold to 67 countries
around the world.
Fixies are tiny creatures, that live inside of our machines and appliances,
conscientiously cleaning and repairing them. With Fixies living inside of
every manmade device and appliance in every home in every country
around the world, there are an abundance of creative and commercial
opportunities. THE FIXIES follow the
misadventures of an eightyearold
26
Alisa are still as popular as ever with

each new generation of young readers and have been adapted multiple
times for big and small screens.
Audience: Boys and girls 711.
At the moment the licensed products
include: toys, books, coloring books,
crossword puzzles, goods for school
(distribution in Russia).
THE BUBBLES
adventure, comedy series
NEBO animation studio
The series revolves around the lives
of five Bubbles, in particular Marty,
who loves discovering new stuff,
Martys uncle Floyd, the naive and
slightly nerdy Gloop, the sweetnatured Mika and Tim the brainiest of
ALISA KNOWS WHAT TO DO!

animated sciencefiction adventure
series inspired by the stories of Kir
Bulychov
Bazelevs,The Riki Group
2093. Planet Earth. Together with her
friends, Alisa Seleznyova, the twelve
year old daughter of an intergalactic
zoologist, sets out on a series of
incredible adventures throughout our
galaxy.
Alisa Knows What To Do! are wondrous and fantastic sciencefiction
adventures for and about young
adults. The stories are written to
inspire the shows young viewers to
develop independence, strive for creativity, and discover their individuality.
The project is based on the books
by Kir Bulychov, arguably the most
famous author of sciencefiction for
children in Russia. His stories about
the lot. Being bubbles, some of them

bounce, while others can inflate, light
up, or even change shape. They live in
an amazing planet where everything
is constantly flying, puffing up, bursting and exploding. The Bubbles are
a curious bunch who never stay still
theyre constantly exploring, finding
new friends, and of course, getting
into all kinds of sticky situations, the
characters adventures are always full
of unexpected twists and turns. Target

A family of colorful bunnies moves
into a big city called Carrot-City. They
settle down in an ancestral manor,
which they inherited.
Main character of the show Flip
accidentally finds a secret door that
leads to a secret room. Flip shows his
discovery to his brother Dock and
sister Pinky. There they find evidence
that their ancestor was the founder
of the city, as well as the creator of
the mysterious Tricky Rabbit order.
And so begins the most interesting
quest that you can only dream of.
Audience: kids 47.
MONSIKI
The Bubbles is being actively promoted to release on TV both in Russia and abroad. This year it will be
aired on the Carousel Channel, the
main Russian TV channel for children
and youth. Since June 2014 the first
season is available on YouTube.
All the characters are very
vivid and delicious, that is
why this brand
has a strong
commercial
potential and
prospects of
international development.
a book by Victoria Shimanskaya, practicing psychologist and business consultant
A wide licensing program is launching in Russia in 2015. Recently NEBO

animation studio and Megalicense
Company have signed an exclusive
agency agreement for The Bubbles
brand in Russia and other countries.
The international licensing program
will start in early 2016.
BIMS (preschool 3D animated series)
Age of Aquarius (coproduction: Russia, the UK, New Zealand, China)
BIMS is an original 3D animation
series. In this project main characters
are BIMS cute, kind, fairy creatures,
giving joy, happiness and good mood
to people. With the help of their
sorcery, music and magic recipes they
make delicious things for children.
Each of them gives its own superior
force or helps children with their
problems, for example to become
brave, kind etc. Air date 2015.
The projects started from a bookworkshop for children 4-9 years old.
The Adventures of Monsiki teaches
kids in the form of games to communicate, explain, negotiate, plan,
set goals and
achieve them.
In short, it is
preparing kids
for the future
life. Psychologists have
already called
this book one
of the most successful attempts to
reach out to the world of the child in
the whole range of natural diversity
of feelings and emotions; and an indispensable guide for parents.
Monsiki are funny characters, each of
them has its own communication talent and is happy to share it with the
little readers.
Children look for and find the orders

caches, each containing its secret.
Swamps of time, Jurassic dungeon
with dinosaurs, the scary library and
the super generator of ideas are just
the tip of the mystical iceberg hidden
in the depths of Carrot City.
Unpredictable stories with good humor will not leave indifferent kids or
parents. Funny characters with vivid
personalities, beautiful surroundings,
plenty of action, gags, and music. This
project is able to grab the attention
of children from the first seconds.
There is no violence and antagonists
in the project. But there is an overwhelming desire of the heroes to dis-
Since July 2014 The Adventures of

Monsiki is on sale in all major book
stores and online shops in Russia.
Currently, the project is negotiated
with major media houses about production of the animated film with the
books characters, and developing
apps for mobile devices and playgrounds for educational institutions.
Monsiki from Russia are ready to
go off the books pages and win the
hearts of children around the world!
CARROT CITY
actioncomedy series
PinkWing Studio
27
cover the world, find a fun adventure

and reveal all the secrets of the city!
Audience: Children 6-8.
Scope:
Animated feature film
Animated series
Games iOS, Android, Social Networks
Mobile Applications educational
entertaining
Books, comics, magazines
Theatrical performances for children
Entertainment centers CarrotCity
for children restaurants, quest
adventures for children, educational
activities for children, toy store childrens clothing store
THE MAGIC TOWER

animation, feature
Masterfilm Studio
The Magic Tower is a historical fairy
tale. In the movie fantastic characters

interact with real historical persons.
The action is going in Moscow during
epoch of Tsar Peter. One of the main
characters is Jacob Bruce. Hes associate of Tsar Peter, scientist, founder of
Navigation school for boys as well
as hes mysterious and mystical character. His magic laboratory is in the
Tower. Its a symbolic place and all adventures of Peter boy, Margo Bruces
daughter and their mechanical friend
Cube start from here. Its remarkable
that the Tower really
was situated in Moscow of XX century
and was destroyed by
Joseph Stalins order
but very carefully
piece by piece.
Audience: Children
6+. Release in Russia
2015.
To date there is an
app for Russian speaking audience.
28
TISHKA THE TRAIN

animated series
AA Studio
The main heroes of these animation
series are trains (rather than locomotives) who live in Train Town, just like
ordinary people.
They have their own families and
friends. Their life
resembles life in the
real world relationships, problems, needs,
dreams, daily routine.
The heroes visit local shops to buy their
spare parts, they go
to service centers to
fix the dents, clean
wheels, change oil,
clear windows, they visit cafes and
restaurants to refill. They watch TV
to follow world news, buy different
railway fashion accessories to follow the latest trends and build their
careers in trainrelated spheres.
The story in the second part is
rapidly evolving. We see many new
locations and exciting new characters.
The heroes make a lot of journeys
both in reality and inside their imagination. Snowfalls, dangerous thunderstorms, airless space and underwater
world with its numerous inhabitants,
stone age, era of jousting tournaments and musketeer battles, the
world of Russian fairy tales all that

make the stories particularly exciting
for young audience.
Audience: Children 37.
On this day they receive their so long

awaited gift the chip! Thanks to the
chip robiks gain superpowers. Crepe
got the strength, Flex a hand that
can be stretched for more
than kilometer and Svetlik...
Games for smartphones are
available.
YOKO
ROBIKI
animated 3D series
Cubincup Animation Studio (Belarus)
The first belarusian 3D animated series for children!
Robiks?! Did you know that they exist? Have no doubt! Their city and
they are really real, but only in the
other reality in the virtual world.
The main characters of the animated
series are Svetlik, Flex and Crepe
robots, but more correctly robiks,
cause they are yet not quite adults.
They are just like you: brush their
teeth every morning, drink milk and
eat. They also love adventures and
cant help but get into a scrape. Robiks live in a marvellous city. The only
thing that can sustain life of the city
and of all robiks is the electrofireflies KSU. The main celebration of all
robiks is The Day of Installation.
animated series
Wizart Animation (Russia),
Somuga (Spain),
Dibulitoon (Spain)
Yoko has been developed as a truly
international property focused on
outdoor play patterns with a social
curriculum that mixes friendship, nature, and imagination.
Target group: Boys and Girls 46.
The stories are about three friends,
Oto, Mai and Vik, who meet in City

Park to play. Magical Yoko who lives in
the part (and just wants to play too)
appears at the beginning of each episodes and his unpredictable baby nature turns the kids everyday games
into a highstakes adventure where
playgrounds become spaceships
(check out the pilot for that one), or
the sun switches off because camping
is just more fun in the dark.
Delivery March 2015.
The Pavilion will also house full length
animated films such as Belka & Strelka by Kinoatis, The Snow Queen 1&2,
Sheep and Wolves by Wizart Animation and many others to present
the full scope of Russian animation at
such important markets as MIPJunior
and MIPCOM.
29
CASE STUDIES
VIMN Promotions for

Teenage Mutant Ninja Turtles
in Russia
Viacom International
Media Networks (VIMN)
Russia Consumer Products
division has partnered
with Russias largest
childrens retail chain
Detsky Mir to create an
in-store Teenage Mutant
Ninja Turtles promotion.
The in-store campaign, which began
in August 2013, included 3D-turtle
model window displays and specially
branded in-store interactive play areas in around 230 Detsky Mir stores
that ran the promotion across Russia.
The retail promotion was supported
on air on federal and cable TV channels and online (on a special site
cherepakhi.nickelodeon.ru) with a
Teenage Mutant Ninja Turtles competition to win the prize of a trip to the
home of the Turtles New York.
This first partnership with Detsky
Mir resulted in an increase in both
footfall and overall sales for Detsky
Mir, as well as a spike in sales of Teenage Mutant Ninja Turtles products.
In addition to this, brand awareness
for the Teenage Mutant Ninja Turtles
in Russia grew significantly. In Russia,
brand awareness among boys aged
10-14 y.o. is 95%1.
30
Given this success,VIMN Russia

Consumer Products agreed another
Teenage Mutant Ninja Turtles promotional tie-in with Detsky Mir, which
launched in July 2014 to coincide with
the premiere of the Teenage Mutant
Ninja Turtles movie in cinemas. The
campaign is designed to drive consumer interest in the new Teenage
Mutant Ninja Turtles consumer products line launch and reinforce brand
strength using a multiplatform communications approach (on-air, online,
BTL, PR and social media).

Dan Frugtniet, Senior Director, Licensing & Business Development
EMEA, Consumer Products,VIMN,
commented, We continue to build
and develop our relationship with
Detsky Mir across our core kids
properties in Russia. As the largest
childrens retailer in Russia, Detsky
Mir has become a key strategic partner for our business and is a natural
fit for our brands.
Viacom in Russia has also

secured its first quick
service restaurants (QSR)
deal with fast food chain
Burger King to promote
Teenage Mutant Ninja
Turtles across their chain
of restaurants in Russia.
This deal also marked
Burger Kings first local
in-store promotional deal
in the market.
Land in the UK.

The campaign was supported online
with the creation of a bespoke website http://burgerking.nickelodeon.
ru/ and on air (on the Nickelodeon
channel). The partnership was a success and, as a result, Burger King sold
and Teenage Mutant Ninja Turtles are

strong brands in the marketplace, so
it was a natural fit to join forces for
this campaign. We are thrilled at the
success of the partnership and look
forward to working with Burger King
in the future.
The branded promotion featured

Teenage Mutant Ninja Turtles licensed
toy and stickers that were included
in all Burger King childrens combo
meals. The campaign also had an associated interactive element where
children could enter a competition
to develop their own healthy burger
recipe to win a trip to Nickelodeon
more than 50,000 combo meals.

Dan Frugtniet, Senior Director, Licensing & Business Development
EMEA, Consumer Products,VIMN,
continued, We are delighted to have
secured our first Burger King deal
in Russia and to have launched the
restaurant chains first local promotion in the market. Both Burger King
Ivan Shestov, Head

of Marketing, Burger
King Russia, added,
For us, the partnership has already
grown into a real
success because of three things: 1.
It used a rejuvenated international
kids brand with a heritage that is
recognized and beloved by kids; 2.
It used multiple channels and active
employed digital communications; and
3. The timing was smart, right before
the release of the Teenage Mutant
Ninja Turtles movie in August 2014.
31
The Biggest
In Its 16 Year History

07-09 October | Olympia | London
Brand Licensing takes place
from the 7-9 October 2014, at
Olympia, London.
Brand Licensing Europe 2014 is officially the biggest in its 16 year history,
featuring around 235 exhibitors of
which over 55 are new.
Retailers, licensees, brand owners
and more will gather from around
Europe and the rest of the world to
see the latest brands, characters and
images available for license, create
new partnerships and network. The
worlds leading consumer brands will
be there, including fashion, character,
food, drink, sports, publishing, lifestyle
and celebrity.
This years new exhibitors span categories including sports, entertainment, heritage and fashion. Just some
of the new faces include: BANDAI
NAMCO Games Inc, Boj, Chelsea
Football Club, Games Workshop, International New York Times, National
Museum of Royal Navy, Team GB, The
Jim Henson Group, UEFA Euro 2016
and Von Dutch.
Darren Brechin, BLE Event Director,
commented: The 16th annual Brand
Licensing Europe event has already
surpassed our expectations. As we
welcome back many loyal exhibitors,
its encouraging to see so many new
faces attending the show and feel this
growth is a strong reflection of the
stability of the licensing industry as
whole.
Twelve free-to-attend workshops,
seminars and panel discussions taking
place in the Licensing Academy.
32
Team GB has been announced as the

Keynote Speaker, on Tuesday 7 October at 13.00.
Leah Davis, Head of Marketing for
Team GB at the British Olympic Association, and Simon Massie-Taylor,
Commercial Director at the British
Olympic Association, will tell the BLE
audience the story of Team GB
from Beijing to London, explaining
how London 2012 was a game-changer for the BOA and how it has
built and maintained an active fan
base. They will share the vision for
what happens now for Team GB
and outline the key opportunities
Over 280 leading

brand owners, more
then 2200 of the
hottest brands and
9000+ licensing
professionals
on the road to Rio, from licensing to

events and everything in between.
Leah Davis, Head of Marketing at the
BOA said, Team GB has been on a
fantastic journey in the last few
years, both on and off the field of play,
but there is much more to come.
Were looking forward to sharing
the story of our journey with the
delegates at BLE and talking about
some of our exciting plans on the
road to Rio 2016 and beyond. We are
a pretty unique sporting brand in that
Team GB brings people together and
if you put that alongside the Olympic
Games, there are exciting opportunities ahead.
BLE event director Darren Brechin
said, Its very exciting for us to welcome a brand that carries with it
such warmth, strength and opportunity. We all saw what was achieved
with the brand around London
2012 and Im looking forward to
hearing Leah and Simon talk about
the next chapter in its history.
Brand Licensing Europe is supporting
the launch of an innovative charity
event, raising awareness of table tennis as an effective therapy for those
suffering from Dementia, by hosting a
themed Table Dennis championship
at the show in partnership with property owner DC Thomson Consumer
Products, Bounce Alzheimers Therapy
(BAT) Foundation and Table Tennis
England (TTE).
Championship players from Table
Tennis England, together with sports
personalities and celebrities, are invited to take part in demonstration
matches throughout the show.
EXHIBITORS HIGHLIGHTS
Bulls Licensing and Moomin will
exhibit this year, with the Moomin
movie set to hit the big screen in
October. Tove Jansson, creator of
Moomin would have been 100 years
old in 2014, so celebrations are taking
place around this.
There is also a new Moomin webshop, and Uniqlos Moomin range has
seen success since it launched.
Euro Lizenzen, in corporation with
the Geddes Group, continues to develop a successful licensing program
for the Anne Geddes brand in Europe.
A series of new themed images (Under The Sea) have been released
early summer, setting the stage for
further releases.
Numerous licensees bring Anne
Geddes licensed products on
the market. The selection of
product spans from baby CDs to
apparel and footwear, cosmetic
care for expecting mothers and
newborns, confectionery and
back-to-school says Gnter
Vetter, Managing Director of
Euro Lizenzen. He adds: We
have been recently appointed by
Geddes Group to develop a new
publishing program in Europe. The
high iconic imagery of Anne Geddes
allows a great deal of exciting opportunities for publishers.
Radio Days is another partner of
Euro Lizenzen, as is Forever Friends,
and Euro Lizenzen sealed a deal for
womens underwear and nightwear
with the Dutch company Saborn, and
plans to extend the range to home
linen, baby & nursery products, arts
& crafting, gifts, publishing, calendars,
toiletries, confectionary and more.
INK will be showcasing Subway Surfers and Masha and the Bear.
Masha and the Bear is the Russian
animation that, with Inks help, is
now going global. The next stage in
the process will see Ink capitalising
on broadcast success by taking the
brand into the consumer products
field through a global network of subagents. Masha and the Bear has licensees such as Kinder, Egmont, Orkla
and Ferrero which have generated
over 1000 individual SKUs, demon-
strates the potential for merchandising growth.

Silentnight, the National Gallery,
Hinchcliffe and Barber, The Wisdom
of Kids, Gem Fairies, iDoo-B-Doo and
Loose Leashes lead JELCs line-up.
The portfolio of partner company
Brand Extensions Russia (BER) will
also be on display at the JELC stand.
JELC will be managing the campaign
for The National Gallery and also
working on the expansion of the gallerys highly popular food and drink
range, Delicious Art.
iDoo-B-Doo is a Make & Create
brand for girls. The initial licensing
focus is on greetings cards, arts and
crafts, publishing, stationery and apparel, through both arts and crafts
and general retail. Television and

publishing deals are already in the
pipeline to accompany the books and
website.
In the US, prints from Ron Schmidts
branded line of fun and witty conceptual dog photographs branded
Loose Leashes have already gained
a following and secured a range of
licensing partners that include Random House, Sunrise/Hallmark, RSVP
and Woodmansterne. At BLE, JELC is
taking this line to dog-lovers, initially
through stationery, gifts, homewares,
pet products and accessories.
The m4e Group will present its roster of brands such as Lizzie McGuire,
Mia and me, Tip the Mouse, Moomins,
Miffy, Rainbow Fish, Conni and Something Else.
The company controls Tex-ass Textilvertriebs GmbH, Telescreen B.V., m4e
Television GmbH, the joint venture
companies Lucky Punch GmbH and
YEP! TV Betriebs GmbH & Co.KG, as
well as m4e Licensing & Merchandis-
ing, a full service agency/division that

represents entertainment and lifestyle
brands such as Beyblade or Little
Princess.
Outfit7 will showcase licensing and
retail opportunities for its flagship
entertainment franchise, Talking Tom
and Friends.
At the show, Outfit7 will share news
of its expanding global licensing program and upcoming content slate that
will substantially boost the profile of
Talking Tom and Friends to further
position it as a household entertainment brand.
New animated shorts on YouTube,
continual app updates and a burgeoning licensing program has enabled
Talking Tom and Friends to remain
consumer-centric, offering its
global fan base both new consumer touch points and fresh,
engaging content.
Rovio Entertainment Ltd. will
feature a consumer-focused lineup that includes the launch of
Angry Birds Stella, Angry Birds
Transformers collaboration with
Hasbro, season two of Angry
Birds Toons, Angry Birds Stella
animated series and a strong list
of licensing partnerships worldwide.
Angry Birds Stella, released in September as a mobile game with supporting line of Telepods from Hasbro,
is a new brand that introduces new
characters and story to the Angry
Birds universe.
In consumer products, Rovio has
been strengthening its team with industry veterans across all geographic
regions and focusing on signing new
partners, expanding the business and
continuing to grow the Angry Birds
brand.
Studio 100 will be showcasing its
global animation brands; Maya the
Bee, Blinky Bill and Heidi. The Studio
100 team will be promoting its first
venture into cinema, Maya the Bee:
Movie, as well as looking to extend
the portfolio for the CGI TV Series
of Blinky Bill and Heidi.
UEFA Euro 2016 will showcase 24
teams, and display its official licensing
programme at the show.
33
Are Licensing Agents
Doing Their Jobs?

by Jeff Stoller
What is reasonable to expect from a licensing agent and what

should be paid for that job?
In order to answer, we first must

define that job for a specific set of
circumstances, since one definition
does not fit all circumstances. Just
as there is no such thing as a motor
vehicle that satisfies every drivers
need, so there is a range of conditions of IPs and needs of IP owners that must be factored into the
choice of who handles licensing.
Whether a person is employed by
the IP owner to handle licensing or
is an independent contractor, such
distinction has little effect on the job
he or she does -- or is supposed to
do -- and the relative level of compensation. For purposes of this article, all people engaged in licensing
on behalf of an IP owner, whether
employed or independent, are referred to as agents.
Some licensing agents are underpaid
because the IP owner undervalues
the importance and value of licensing. On the other hand, some licensing agents are overpaid because
they are not rendering full service
licensing -- whether the reason is
inability, inexperience or simple laziness.
The problem created by this wide
variety of circumstances and knowledge is the difficulty an IP owner
who is not experienced in licensing has in determining the value of
licensing to the respective IP and to
find an appropriate licensing agent,
to trust that person and to feel confident that the compensation is commensurate with the job being done.
As for those being overcompensated, they hurt the reputation of
agents, in general, leading IP owners
34
to feel they are not getting a fair

deal, and making it more difficult for
good agents to command the respect and reward they truly deserve.
On the other hand, overcompensated agents lower the bar of expectations as to what an IP owner should
expect, making it easier for the truly
good agents to look spectacular.
The mall analogy seems to have
worked, so we will use it again. To
refresh: A mall with an anchor tenant that can attract tenants to fill the
vacant space is similar to an IP the
primary goods or service of which
are the anchor tenant that attracts licensees. The goal of the mall
owner is to maximize the value of
all the space in the mall, not just the
anchor tenant; just as the goal of an
IP owner is to maximize the value of
the IP, not just the primary goods or
service related to that IP.
When prospective tenants call to
inquire about space, who do they
reach? In an extreme case that is
unlikely to occur but serves the
purpose of this analogy, there may
be no one other than someone who
works for the anchor tenant (e.g., an
accountant at a department store).
That person, the so-called leasing
agent, may have been chosen for no
reason other than he or she volunteered or because a superior made
an arbitrary assignment. This agent
may have no expertise in leasing and
may perceive the assignment as an
annoyance and interference with his/
her principal job functions. Moreover, if such agents compensation
is based on the performance of the
employer (i.e., the anchor tenant),
then he/she will care little how much
space is leased to tenants or their

success.
Just as the mall owner in the foregoing extreme case places little
value or importance on the mall
space outside the anchor tenant, so
many IP owners consider their IP
an insignificant asset, and either do
not address licensing at all or assign
someone within the firm to add
licensing to their job description,
with no experience or basis for that
assignment. In most cases, such IP
owners are correct that their IP has
little value outside of the principal
goods or service. In fact, a related
problem is the IP owners who think
their IP is worth more than it really
is; but that is a topic for future discussion. For purposes of this article,
IPs that really do have value are the
object of our focus.
Contrary to the extreme case just
described, most mall owners either
employ or engage one or more leasing agents whose sole responsibility
is leasing. Such agents take the information provided by the mall owner and memorize it or put it in a file,
so that when a prospective tenant
walks in, the appropriate information can be parroted or pulled out
of a file. This somewhat cynical description is not meant derogatorily,
only to suggest, as an observation,
that most leasing agents are reactive
-- not proactive, and do not require
extensive experience to simply field
inquiries and pass them on to the
brand owner. For a mature mall,
one that is fully leased with established tenants, this may be all that is
needed. However, for an immature
mall -- one that may have only an
anchor tenant and few, if any, estab-

lished tenants -- a more proactive
and sophisticated approach to leasing may be beneficial, if not necessary. It is, in fact, the immature mall
that offers the most upside potential
because of all the vacant space.
Similarly, some IP owners will put
together some information about
licensing, engage either an employee
or independent person or firm, and
let them respond to inquiries. For
the most part, their principal responsibility is to repeat the information correctly and not turn off the
prospective licensee.
A truly valuable mall leasing agent
would:
(a) Create a comprehensive leasing
program (not just the information,
but also the strategy, target audience, marketing plan and long-term
support plan),
(b) Not only respond to inquiries
but also find or help generate appropriate tenants, and
(c) Meet with tenants to say, I have
some ideas how to help you build
your business and ask, What can
the mall do to help you build your
business?
That is also what a truly valuable
licensing agent could do.
How can an IP owner tell whether
a licensing agent is what is either
wanted or needed? Of course,
there is not one right way, but
here are 4 suggested steps to filling
such a position:
1. The IP owner should examine his/
its own expertise in licensing and
ability to devote the time, effort and
resources to realistically determine
the present state of the IP and its
potential. Is the IP owner looking to
engage someone to create licenses
or to create a complete licensing
program?
2. The candidate must have good

communication skills and a non-offensive personal presentation. If the
IP is mature, as described above,
less specific experience may be necessary for a reactive position to, as
stated above, field inquiries and pass
them to the owner. If, on the other
hand, the IP is immature and has
few licensees or an uncertain, little
known or non-existent persona,
more experience may be required
for a proactive role in creating a
licensable property.
One mistake to avoid here as in anything, is assuming that if someone

has done a particular task, he/she
is capable of managing others to do
similar and/or related tasks. Some
people are, in fact, capable, but it
would be like taking a successful first
baseman and assuming he can manage the team simply because he was
a good first baseman.
The same is true of licensing: Just
because someone has owned a business that is or could be a licensee
does not mean he is capable of
creating a comprehensive licensing
program, understanding the nuances
of other peoples businesses in different markets, and working with

those people to sign them up and to
benefit their businesses as well as
the IP.
3. Ask the candidate or firm to write
his/her/its own job description. For
a reactive position, a job description
that says only Respond professionally to anyone who is interested in
a license, may be satisfactory. But
for a proactive position that requires
the candidates input into creating a
comprehensive licensing program, a
description of how and where new
licensees will be found and selected,
and an on-going interaction with the
licensees to help build their businesses -- which increases royalties,
will be more interesting.
4. For a proactive position, the
candidates desire and knowledge
to help your tenants or licensees
build their business is good, but a
higher degree of experience and
ability is required for this position as
compared to a reactive agent. Does
the candidate have the knowledge
and experience to help licensees in
their respective businesses, without
which the candidate will be unable
to come up with ideas to assist such
businesses or have the understanding to address in a positive manner
the ideas and requests of the licensees?
Once you have found the person (or
firm) that satisfies the specific need
and state of your IP, you can make
a more intelligent determination as
to appropriate compensation. After
all, it would be a waste to save money to buy a compact car when what
you really need to do the job and
get positive results is a truck; just as
it would be a waste to get a truck
when all you need is a compact.
As well as being an attorney and accountant, Jeff Stoller is one of the most experienced executives in the
hospitality/entertainment fields, having been an owner, operator, executive and consultant, with more than
20 years in product and brand licensing. He is presently Director of Global Club Licensing at FriendFinder
Networks, one of the largest adult entertainment companies in the world and publisher of the worldfamous Penthouse Magazine, where he is in charge of licensing Penthouse hospitality venues nightclubs,
bars, resorts, casinos and retail stores as well as other individual categories (including live entertainment
such as Penthouse parties and golf tournaments) around the world.
Stoller created the licensing program that now has him overseeing venues throughout the United States and
as far away as New Zealand and Russia, with others under development in Asia, Australia, South America
and Europe.
35
A Market Overview
Polish Brands
By Janusz Tarasiuk
JANTAR PROJEKT
jantar@jantarprojekt.pl
Every country has its own local and,

sometimes very old, brands. Some of
them are still in local hands, but most
of them today belong to overseas
companies. It is a very great pity, but
on the other hand it is better that
they exist supported by a foreign
owner than not existing at all.
What happened to the coffee brand

Murzynek, the only natural coffee
beans available in the Polish market
for decades before the political
changes?
Did the producers lose the
opportunity to build a really strong
position for the brand, before global
brands came into the market? Maybe
the lack of competitors was the
brands downfall. I personally think
so as Murzynel was a better known
brand then Coca Cola during this era.
Hortex did not miss the opportunity
to not only survive but even make
the brand stronger. This leading
producer who focuses on juices and
non-carbonated soft drinks as well
as frozen fruit and vegetables began
36
its success story back in 1944. Their

products can be found in 90 000
shops in Poland and also in many
other markets. Every Pole aged 40 or
more, could not imagine his or her
childhood without a glass of Hortex
juice.
A hundred years before Hortex

appeared, a Warsaw resident named
Wedel, started production and
sales of chocolate bars. Their first
chocolate shop was opened in
Warsaw in 1851. Over the years, the
Wedel family expanded the business
and quality of the product. Today,
despite some turbulence over the
years, the E.Wedel logo is still a
mark of great quality and taste.
The awareness of the brand is
proved by the stories that after
WW2 the socialist government not
only illegally took over the company
from the Wedel family, but changed
the company name to Zaklady
22 Lipca. However, the export
department of the new company
could not sell anything overseas using
the new logo. As a result, they add
the old E.Wedel logo and exports

returned. Today Wedel is owned by
Japanese capital, but is still creating
great products and an unforgettable
chocolate taste.You can check the
quality of the product in special shops
or via chocolate fountains located
across Poland. (Picture, website:
http://www.wedelpijalnie.pl/pl/oferta).
Food generally was, and still is,
one of the categories of which
Polish producers can be proud. For
many years the Polish vodka brand
Wyborowa was leading export
product into Western Europe. Today,
the brand is still considered to be
one of the best vodkas in the world.
Zubrowka is sometimes known
as Bison Vodka from the Bialystok
distillery. Polish beer brand Zywiec
has, since 1956, been considered the
best local beer and is hugely popular
overseas, winning a number of
international prizes.
All above mentioned beverages are
very much linked to local natural
resources. The history of the pasta/
noodle producer Lubella goes

back to the end of the XVI century.
Currently the brand is developed
by the great Polish food producer
Maspex Wadowice. Even though
macaroni is not a speciality of Poland,
the country is proud of the quality
and taste of the products.
It may be strange, but apparel
producers in Poland could also have
something to tell about brands.
The country has never had worldrenowned or famous designers
but, recently, even that seems to
be changing. Manufacturers such as
Vistula, Wolczanka and Bytom
are today proud of the quality of their
products and their position on the
international market.
Among others, fashion brands are
also represented by the Polish leather
accessories producer Batycki from
Gdansk and Rylko from Kalwaria
Zebrzydowicka. Both producers

are known for their high quality
and excellent designs. Inglot the
cosmetic companys success story
was mentioned in a previous article.
Totally a different category of
Polish brands is represented by oil
company Orlen. This fuel producer,
distributor and retailer is one of the
biggest companies in the region and
the biggest supplier of national GDP.
Of course, I could never mention all
the brands that deserve to be talked
about here.
Generations of Poles have worked
on building success for companies
and brands that Poland can be
proud of. This article is dedicated
to those people who through hard
work have built todays Polish brands
into success stories, despite all the
political and historic difficulties and
issues that have affected the country
over the years.
37
Getting Closer To
New Europe Market

Playing cards may well
be the closest thing to
a universal language
that games have. Even
when it wasnt open for
business what we now call
New Europe was a cardplaying market.
Its no surprise therefore that card
games are today a highly competitive
business in New Europe, which is why
Cartamundi, a leading name in the
production and sale of playing cards
and cards for games, has had a presence across the continent for many
years, their presence in Poland (since
2005) and Hungary (since 1999)
among its key offices.
There are manufacturing facilities
in Germany and the UK, but it was
long regarded as important to the
newer European markets to bring the
business closer to the customers
hence the opening, in 2013, of a fac-
38
tory in Krakow. This builds further on

the printing capacity that Cartamundi
has in Europe meaning shorter
lead times and a more reactive approach if required.
The timing could hardly be better. As
well as Cartamundis very popular
brand-led games, such as Disney Princess and Star Wars, the company has
a strong promotional business that
offers any company or enterprise the
chance to brand a pack of specially
designed cards with its details. As
Tomasz Jarosz, Sales and Marketing
Director, Cartamundi Polska, points
out: With the continuing growth of
the markets we serve, which include
Poland, the Czech Republic, Slovakia,
the Baltics, Russia and Ukraine, both
the consumer and enterprise markets
require a strong focus and bringing a
manufacturing base close to customers allows us to do just that.
And of course theres Shuffle, which
brings together card games, a downloadable Shuffle app and major
Hasbro entertainment brands such

as MONOPOLY, TRANSFORMERS
and PLAY-DOH. Already launched in
France, Germany and Italy, the rest
of Europe will follow in time to allow
retail outlets to stock the range for
the Christmas market. With not just
card decks but promotional material
required across languages as varied as
Bulgarian and Slovenian, the Krakow
outlet will be kept very busy in the
months to come.
This is good news for the Budapest office, which is responsible for
Hungary, Romania, Bulgaria, Croatia,
Slovenia and Serbia. Like the Polish
office it not only supports retail and
promotions for its diverse markets,
but loyalty schemes and the important casino market for which chips,
cards and other gaming accessories
can be offered.
Like all other markets across Europe,
these countries are very brand aware,
although with their own brand pref-

erences. Dorina Izsk, Retail Manager
in Hungary cites among the leading licenses Disney, Angry Birds, Star Wars,
James Bond 007 and Animal Planet.
Tomasz Jarosz mentions Disney, Angry Birds and Star Wars. Both managers expect Shuffle to add further
sales potential to already impressive
results. In the last four years, Mrs
Izsk says, We tripled our turnover
mainly based on licensed loyalty promotions. This also goes for Poland,
where sales grew nearly 200 per cent
in the year to August.
Add together the various markets
Poland and Hungary serve and you
have hundreds of millions of potential
customers. And they all understand
and love playing cards.
As Trudi Bishop, Head of Marketing
and Licensing, Cartamundi Group,

says: Guaranteeing volume matters to retail when it comes to an
important and popular product like
playing cards. And with a fast-growing
market like New Europe theres no
excuse for delays. In this business its
all about getting closer to your market which is exactly what we have
done.
Maya The Bee

To Turkey In Style
Studio 100 has brought

Maya the Bee to Turkey
in style.To support the
broadcast of Maya the Bee
in CGI on childrens channel
TRT Cocuk, Studio 100 has
worked with its partners to
deliver high profile activities
across the country.
The programme, now watched by
more than 700,000 children each
run, hit Turkish airwaves in February
2013 and is broadcast twice daily. To
excite audiences across Turkey, Maya
the Bee made a special appearance in

April 2013 at TRT Cocuk childrens
festival in Izmir.
This event featured a Maya parade,
headed by Maya herself, as well as a
number of Meet & Greet appearances. The festival, which was attended
by over 400,000 people, also housed
a sizable 80m Maya themed booth,
which provided attendees with more
information about the character. This
year, Balo will also be establishing
Maya branded childrens play zones in
shopping centres to engage and entertain Maya fans throughout Turkey.
Mayas presence in Turkey is not
just limited to broadcast; due to
the efforts of local licensing agent
Sinerji, more than 15 licensees are
now partnering with Studio 100 to
distribute a number of Maya the Bee
branded products. Licensees already

secured include Basel as the distributor for all Maya the Bee toys. In
addition, Aydogan will create a Maya
branded range of underwear and
nightwear and interior experts, Zorlu
will also create a range of bedding.
A localised Maya website www.
arimaya.tv has recently launched
becoming the local hub for all Maya
news and updates and features the
Maya the Bee feature length movie
which will be released at the end of
October by distributor, TMC.
39
TERRITORY
SPOTLIGHT
Turkey
This article is previously

published in the book
BASICS OF LICENSING:
International Edition
The first of its kind, book
is an effort to provide
information on the
key licensing markets
around the world in
addition to coverage
of the best practices
of licensing employed
around the world. For
more information and
to purchase the book
please visit:
basicsoflicensing.com
Introduction
Turkey has been a crossroad for civilizations for centuries. When a European merchant visited Eastern Asia they
went through Anatolia. When Eastern
silk traders wanted to sell their properties they used the Silk Road, a series of trade and cultural transmission
routes that were central to cultural
interaction through regions of the
Asian continent connecting the West
and East by linking traders, merchants,
pilgrims, monks, soldiers, nomads and
urban dwellers from China to the
Mediterranean Sea during various
periods of time.
The information contained in this
chapter is based upon estimated
retail sales of licensed products, for
the period ending December 31,
2012, with all channels of distribution
reported in Turkey. The conclusions
were amassed through statistical and
analytical reports, plus my research
conducted throughout the years, via
discuss ions with licensors, licensees,
licensing consultants and agents.
Retail distribution channels include
domestic retail chains and international counterparts: department
stores, mid-tier stores, specialty/niche
stores), mass merchants, supermarket
independents and chains, and Internet
and TV shopping.
The licensing sector is rapidly growing in Turkey. Manufacturers of licensed products are using the power
40
of the brand and character to sell

products. While helping brand owners increase their brand awareness,
licensing increases volume of sales,
allowing manufacturers to surpass
their opponents in this competitive
trade arena. It is not easy for Turkish
companies to reach to the success
levels that some American and European companies with thirty-year
licensing histories have reached, but
at the same time, with the right licensing tool and the right licensing
strategies in this global world, the sky
is the limit.
History of Licensing
In the late 1980s, Turkey embraced
the open-market economics principal.
In the open-market economy, the
government is taking a largely handsoff approach to common transactions.
Buyers and sellers enter into agreements with each other for their own
mutual benefit and are free to set
prices and terms of sale as they see
fit. As a result, brands like Coca Cola,
Pepsi, and Disney have been introduced to Turkish consumers. Up until
that moment, people used to drink
Ayran, a drink made out of yogurt,
but the globalization and free mark
et allowed exposure to new drinks,
new clothing, new cartoons and new
fashion.
By the 1 990s, Turkish consumers
began wanting everything they saw
on TV. Women wanted to have the
pocketbook they saw Elizabeth Taylor
carry, and men wanted to wear the
jeans that Michael Knight wore on
the Knight Rider series. Kids loved
the Disney characters of Mickey and
Minnie Mouse, and so parents were
compelled to buy character-licensed
toys, books, T-shirts and pajamas.
Where there is demand, it had to
be supp lied. Beginning in the late 1
990s, many companies positioned
themselves to import these branded
items into Turkey. Turkey at this time
did not have many factories in the
private sector. The government used
to own all of the factories; therefore,

importing those products played a
vital role in the early years of licensing in Turkey.
Even though the collapse of the Asian
market affected the Turkish economy,
the markets in Turkeys emerging
economy kept growing steadily. Since
the beg inning of the new millennium,
with the help of a one- party ruling
instead of coalition-style government
the economy grew even more. The
purchasing power of every household in Turkey rose to levels where
people started to buy many things
they wanted before. Since there now
was a demand for licensed products
supported with purchasing power,
Turkish manufacturing companies decided to produce them by themselves
instead of importing them. Thus began
an age of licensing agreements with
property owners from the west with
manufacturers producing merchandise in Turkey.
Licensing agencies became popular in
the early decade of the new millennium. Agencies like Sentries Licensing
Company, who represent the biggest
brands, i.e., publishing houses, authors,
characters, film/TV, music, video
games, and software, provide full service and specialize in the licensing of
entertainment, corporate, and lifestyle
properties developing a broad range
of compatible products on behalf of
their clients. These agencies played
a very important role by providing
licensing assistance to their clients,
while aiming to have closer partner-
Major Licensors and Licensees

Property Type
Major Licensors
Paper Products, School Supplies
Niloya, Can
Character (Entertainments TV, Movie) Niloya, Can
Apparel Benetton
Fashion Mavi Jeans
Music Serdar Orta
Non-profit (Museum, Charities)
Hagia Sophia
Sports (Leagues, Individuals)
Fenerbahce, Besiktas, Galatasaray
Trademarks/Brands
LC Waikiki
Publishing
Kaynak Publishing Group
Property Type
Major Licensees
Paper Products, School Supplies
Alfa Stationery
Character (Entertainment, TV, Movie) PAL Toys, Acun Media
Apparel LC Waikiki
Fashion Aydinli
Home Decor
Istikbal Furniture
Food & Beverage
Ulker, Saray
Sports (Leagues, Individuals)
Neco Toys
Trademarks/Brands
Sentries, Aydinli
Publishing
Zambak publishing, Surat Publishing, Timas
ships with the property owners all
around the world.
Licensing Today
According to The Licensing Letter, the
retail sales of licensed meichandi5e
worldwide increased 1.6% in 2012,
rising to $153.2 from $150.8 billion.
The regions showing the largest annual rise in retail sales of licensed
goods were the still-emerging areas
of Central and Eastern Europe, up
6.4% in 2012; Latin America, U 4.5%
and the Middle East and Africa, up
4.3%. Asia also saw increases in retail
sales of licensed goods of 1.7% in
2012, with strong sales in China, India,
Southeast Asia, and Korea tempered

by continued struggles in Japan.
As expected, the so-called BRIC
countries (Brazil, Russia, India, China)
all ranked among the top 10 as measured by their rates of growth in
retail sales of licensed merchandise.
Collectively, these four territories
registered an increase in retail sales
of licensed goods of about 8%, far
above the global growth rate.
Some economic analysts are starting to refer to the worlds fastestemerging economies together as the
BRICT block, adding Turkey to the
other four. With a 6.9% increase in
41
ret ail sales of licensed goods, Turkey

joined the others in the global top
ten as measured by licensing growth
for the first time last year. Turkey is a
rising economic giant in this region,
and Istanbul has the potential to open
Turkey to the world.
Although licensed merchandise in
all areas is gradually gaining ground,
the fast moving consumer products
(FMCG) market is growing and experiencing expansion like never before.
There have been initiatives in this
regard from big names like Nickelodeon, who has different licensing
agreements (in Turkey) with individual
brands. Danone fruit juices, the flagship fruit juice brand from Danone
and one of Turkeys leading FMCG
companies headquartered in France,
recently announced a tie-in with
Disney Consumer Products under
which Danone will use the image of
Disneys most beloved characters,
such as The Cars characters, to adorn
the Danone juices and nectars packs.
42
These kinds of
relationships with
Disney or any admired brand help
encourage healthy
eating choices
and lifestyles
among Turkish
kids and families.
With Disneys
most beloved
characters on fruit
juice packs, it has
created a whole new experience and
excitement for kids.
Looking at the worldwide scenario,
it is evident that rapidly increasing
buying power and investment demands coming from
the Middle East, the
Balkans and Western
European countries in
conjunction with the
increasing number of
retail chain stores in
Turkey has increased
the market share of
fast-moving consumer
goods. The resultant
increase in the number
of local and international retail chains
and the investments of these channels
contribute in a big way to improving
the quality and the competition in the
FMCG sector. However, international
companies eager to make headway
into countries like Turkey have to
deal with a lack of understanding on
the part of the consumer regarding
the concept of intellectual property

rights, which needs to be addressed
to the Turkish audience in great detail.
The licensing of entertainment and
fashion properties is also growing in
Turkey. The extensive use of communication devices such as TV and handheld electronic devices is definitely
making people, including kids, more
involved with the worlds culture.
Turkish kids are also watching Sponge
Bob Square Pants when they wake up
in the morning, and little girls dream
of being one of Disneys Fairies, or
little boys want to have cars like the
ones they see in Disneys movie, Cars.
On the other hand, their parents are
eager to buy the New Balance sneakers that Steve Jobs used to wear, or
they want to dress like their favorite

celebrities who just walked the red
carpet. Barbie, Disney Characters,
Sponge Bob, Smurfs, Dora, Winnie
the Pooh and Niloya are the most
popular entertainment properties in
Turkey. Adidas, Calvin Klein, Diesel,
Lacoste, Levis, Nike, Puma, Tommy
Hilfiger and Zara are among the

major fashion brands in the Turkish
territory.
Turkish Properties
Until 2014, Turkey had never exported or become famous for its
animations. Then Niloya happened.
Niloya is a top-rated vibrant and upbeat TV series, aimed at girls and boys
ages 3 to 8 years. Produced by Bee
& Bird Animations, the series centers
on Niloya, a little girl with a taste for
adventure, and a cast of equally lovable characters such as Tospik, Mert,
Murat and her family. It broadcasts on
Yumurcak TV, one of the top two childrens television stations in Turkey.
Title: Niloya
Production Year: 2013 2014
Duration: 5 minutes per episode
Number of Episodes Per Season: 26 y
Original Language: Turkish
Age Group: for 3 to 8 year olds
Genre: 3D Animation
Gender Orientation: Girls & Boys
Scripts: Turkish & English Scripts are
available
Mavi Jeans is another well-known
property originating from Turkey. Mavi
Jeans is a brand
of denim jeans
founded in 1991,
headquartered in
Istanbul, Turkey.
The company
manufactures jeans
for both women
and men, targeting a younger age
group. Mavi has
flagship stores in
New York,Vancouver, Istanbul, Berlin and Frankfurt.
Another well know property from
Turkey is Beko. Beko is a domestic
appliance and consumer electronics
brand of Arelik
A.S. controlled
by Koc Holding.
Beko is the official sponsor of
the Turkish, German, Italian and
Lithuanian premier basketball
leagues as well as
Aris Salonika football team in Greece.
Conducting Business in Turkey

With its 79 million people, Turkey
has a dynamic economy. With its
privately-owned companies, the Turkish entrepreneurs try to reach to as
many customers as possible not only
in Turkey, but also in the world. Of
course, when we talk about the licensors and licensees from this region, it
will be helpful to analyze them with
respect to the property types.
The retail sector in Turkey is maintaining moment um thanks to increasing per capita disposable income,
coupled with an ever-growing consumer appetite. The per capita disposable income of US$ 7,745 in 2012 is
expected to exceed US $11,300 by
2017. Despite a weakening of the TL
compared to major currencies in the
last couple of years, robust consumer
confidence promotes the overall activity in the sector. Still under- penetrated compared to developed countries, organized retailing in Turkey is
developing at a fast pace thanks to
nationwide shopping mall investments
and the aggressive expansion strategies followed by retail groups. It is
estimated that the share of organized
retailers in the total retail market,
which was around 30% ten years ago,
exceeded 40% in 2012. 2
The size of the licensing industry is
about $278 million as of today. Just
like in the United States or other major countries in the licensing industry,
43
the licensed product sales for characters, entertainment, TV and the movie
industry surpasses all other sales
of licensed products. Respectively,
Corp./Brands, Fashion and Sports
sales follows in product sales.
In Turkey, the negotiation process
may take longer than usual. Turkish
business people do not like to be
put under pressure and do not like
deadlines. Therefore, any attempt to
hurry the process will only produce
negative results. Being patient is an
asset when negotiating with Turkish
counterparts.
In addition, the financial benefits are
not the only aspects of the negotiating process that should be stressed;
power, influence, honor, respect are
non-financial incentives that will also
influence the business decision in
Turkey. There are still many family run
businesses in Turkey, although there
are many big multinationals where
a more corporate culture is visible.
Turks want to do business with those
they trust, feel comfortable with and
those who can provide a long-term
relationship.
Turkish business people believe that
the principal strength of an agreement is in the partners commitment
rather than the actual documentation.
Nevertheless, the agreement may
be lengthy and detailed. It is recommended to have a local legal expert
review the agreement before the actual signing of the contract. However,
it is not recommended to bring your
legal representative to the negotiation table, as it could be taken as a
sign of distrust.
44
The sheer
number of
properties
coming into
the market
means its more
difficult to cut
through them.
The fierce
competition in
the market is
one of the biggest challenges
for a licensing
professional.
Even though it is getting better every
year, the battle with counterfeit products is still an issue in Turkey. Therefore, a licensing professional will have
to deal with the loss of some royalty

income.
The role of local agents, consultants
and manufacturer reps varies, but
the main role should be having close
relationships with the licensor and
licensee so that the collaboration

process goes smoothly. I would say
the best practices for marketing,
advertising and promoting licensed
products at the local level depends
on the property. Marketing is about
story telling. If your brand has interesting history and rich heritage, exploit them to the fullest, and present
them to your licensee prospects. This
tactic is something that you probably
do not need to follow when dealing
with licensees in your home country
where brand awareness is high. But it
pays dividends when you do so with
your Turkish licensee prospects.
Outlook, Projections and Conclusion

Istanbul has shown consistent growth
over the past years in a world in
which many economies are shrinking;
it is rapidly changing from an emerging city to a world-class economic
force in the region, and it represents
a preferred touristic destination for
many affluent people from various
cultures and religions. One of the
reasons for partnerships with Turkish
companies is the commercial success
of the international brands. Turkey is
a rising economic giant in this region
and Istanbul has the potential to open
Turkey to the world. The Turkish
licensing industry can handle global
icons successfully.
Today, licensing is a relatively new
concept in Turk ey and is at a nascent
stage. While licensing figures are small
compared to other international mar-
kets, Turkey is fast establishing itself

as a strong potential market in the future world of licensing. Brand extensions are flourishing for a number of
reasons. More and more companies
today realize that one of their most
valuable assets is their brand and
not just their technology or other
tangible assets. A strong brand commands loyalty, positive emotions, pref-
erence and associative powers, which

are hard to duplicate. The brand is
the unique selling point for many
products today. Also, in the much cluttered marketplace, where it is very
expensive and time consuming to get
brand recognition and brand affinity,
many companies choose brand extension licensing to launch new products
by leveraging the power of existing
strong brands.
categories. In fact, for years, brand

ext ension licensing has been used as
a strategy to generate revenues. But
today, the scenario is changing, with
more focus on other benefits that a
carefully crafted licensing program
can deliver, apart from just royalty
revenues.
The next big leap in marketing strate-
gies is brand extensions which are

seen as an excellent strategy to enhance and reinforce existing brand
equity. Typically, a licensee benefits
from the popularity of a particular
brand. However, there is also a reciprocal benefit that the licensor
receives from the advertising and

promotional support by the licensees.
Licensing revenues can soon become
the most profitable revenues of the
comp any. Because the investment
in building the brand has already occurred, there are few additional costs
associated with putting forth a licensing program. As a result, a high percentage of revenue is pure profit.
Over the last few years, we have seen
a lot of change in the Turkish licensing
industry. Turkey, once a closed market,
now has numerous international and
local brands to choose from. Furthermore, licensing is no longer limited
to character licensing in Turkey. The
licensing industry in Turkey has gained
substantial momentum now. The
licensors, for sure, stand to gain the
maximum, but this has also opened
doors for others in the value chain,
like independent licensing agents,
retailers, advertisers and consumer
products manufacturers and distributors.
Many consumer products marketers

believe that the brand has become
more important than ever before and
many times, the only differentiator in
certain product categories. Brands
with strong consumer recognition,
relevance and loyalty have been successfully extended into new product
45
Big Interview
Izzet Pinto
Izzet Pinto is the founder

and CEO of Global
Agency, one of the fastest
growing distributors in
the global media industry.
As a result of the ir
success in TV formats, the
company has also become
a licensor.
Pintos company was founded seven
and a half years ago and is based in
Turkey. Izzet is responsible for TV
shows that have fundamentally
changed the TV format
industry, such
as Magnificent
Century and
1001 Nights. In
2012, together
with Tims
Production,
he acquired
the Australian
factual
distributor brand
World Wide Entertainment.

Global Agency is the exclusive distributor for Greeces leading channel
Mega TV, Turkeys first private channel
Star TV and projects from Constantin
Entertainment Germany, and SBT
Television Brazil.
In June, Pinto was a speaker at
the New Europe Market (NEM)
in Dubrovnik about the future of
TV formats, together with industry
colleagues Avi Armoza, director of
Armoza Formats, Daniela Matei, CEO
Nordics, CEE and the Balkans, FremantleMedia; Marina Williams, CEO
of CEE Operations and MENA,
Endemol Group; and Michel
Rodrigue, CEO and Partner
at The Format People.
New Europe Market
team talked to Izzet
Pinto about the Turkish
TV show phenomenon,
what makes a successful
format, and what new series we can expect in the
future.
Can you tell us more about your career and goals?

Before I founded Global Agency I
worked as a literary agent, representing Turkish authors. And before that I
was a wholesaler in the shoe business
- very different from what I do now.
By chance I started working as a literary agent and everything followed on
from there. When I first founded the
company there were just two people
and now we have 25 people representing 102 projects. And in the past
few years, Global Agency has become
the fastest growing distributor in the
industry. My goal for the future is to
maintain this growth and go public in
one or two years.
What is difference between being a
literary and TV agent?
Being A TV agent is more fun because it is visual. Also the reach you
have with books is limited. But in this
industry you are reaching millions. I
love my job and the industry I work
in.
What brings you to Dubrovnik? What
were your goals at NEM 2014?
My biggest goal was to share my
ideas regarding the format business
with industry executives and get their
feedback, as well as establishing new
relationships with buyers. Global
Agency was exhibiting as a seller and
I was a panel speaker. Also NEM
is a located in a perfect place,
Dubrovnik which means that for
industry professionals, NEM combines business with pleasure.
What was the specific topic
regarding TV formats that you
presented with the others
speakers on your panel?
I talked about new trends in
the business and also the fu-
46

ture of formats. In other words, how
to create more demand but also how
to protect formats from copyright
infringement.
What is there specifically about the
CEE region?
First of all, the CEE region is absolutely booming in the format business. Every day we hear of more
and more format sales. Last year we
almost tripled our format sales in this
region. And this trend will continue,
which makes us want to focus more
on the CEE. The NEM event is very
important because it is one of the
few media events in the region and is
becoming more popular.You can see
that NEM is gaining more interest and
more people want to be a part of it.
And I hope that it will attract more
buyers every year.
You have an extensive career representing and selling TV formats. Is
there something that fundamentally
makes a successful TV format?
In order to create a unique format,
it has to stand out. This means it has
to be different from existing formats.
Buyers are not interested in formats
with a twist but rather something
with a brand new mechanism. The basic idea can be simple but the structure has to be differentthat is very
important.
Do TV formats establish trends or do
they adapt to trends?
Both, I think. For example, we have
a format called Shopping Monsters
and as a result this has created a
shopping format market. It was an
entirely new genre and meant that
we created a trend. But on the other
hand, trends create formats. From
Popstars you got Idols which then
resulted in The X Factor and then
The Voice.
How do you identify the next TV
format trend? What factors do you
look for?
A good format is like love at first
sight. If everyone responds positively
to a format, then its a good format. In
order for a format to be the next big
thing, everyone has to adore it.

How do you choose your projects by heart or statistical numbers?
Definitely By heart. For example,
when a creator presents a project
and if I like it right away, I will take
it. If I am not so sure about a format
or if I need other people to look at
it, then it is not the best. It should
attract me in the first couple of seconds.
Several years ago Spanish telenovelas were immensely popular in this
market. Now, Turkish dramas reign
supreme. Why is this? What is their
appeal?
First of all, Turkish drama is family
oriented and Turkish culture is very
similar to the Balkan culture. When
you look at Latin American telenovelas they are quite different. Their
family structures are different, their
point of view, the way they think. The
Turkish audience is very conservative
which is what makes Turkish formats
perfect for this part of the world the Middle East, Balkans, CEE, and CIS.
I think this cultural similarity is why
Turkish dramas are so appealing in
the region but there are also trends
in the business. For example, Latin
American telenovelas were a popular
trend but that is over. In the past 5
or 6 years Turkish series have been
very strong and will continue to be
popular in the coming years. We are
now the hottest trend on TV. But also
when you look at Latin telenovelas
the entire cast is incredibly beautiful
but they also look very fake. Turkish
dramas are different because the cast
is very normal-looking and when you
watch Turkish dramas you feel connectedas if these people are close
to you.
What are the specific TV or format
trends in Europe and how do they
compare with other markets? How
are they similar?
Format trends are quite similar all
over the world. Europe is not that
different from the Middle East or the
U.S. market. Talent show formats are
doing well. Daytime cooking shows
are very popular. Game shows and

quiz shows are the usual trend for
primetime. For example, The Voice is
popular everywhere and so is Shopping Monsters in daytime programming. I think our new hit talent show,
Keep Your Light Shining, will be the
next big hit all over the world. We
have already sold it to 15 countries.
When did you realize that 1001
Nights would be such success?
Frankly speaking, I never thought
that it would be a huge success. However, the first country that bought it
had such incredible success with it
and this led other countries to buy it.
After it was successful in two countries, I knew that it was a diamond!
There was a domino effect and it
was successful everywhere. Now
we have entered Latin America and
we have doubled and maybe even
tripled channel ratings. Being able to
sell Turkish formats to Latin America
is huge milestone that we are extremely proud of. 1001 Nights is one
of the most popular and successful
dramas in the world, not to mention
other hit series such as Magnificent
Century and Lovebird.
Which international star would you
like to see in a Turkish TV series?
In the past I thought it would be
better to have international stars
in Turkish dramas but buyers dont
think that way. For buyers, what make
a Turkish drama unique and special
is the local actors. The buyers are
not interested in seeing international
stars in the series. After hearing that,
I also started to think that having an
international star was not that important. But if I had to choose, I would
say Scarlett Johansson and Johnny
Depp.
What is currently your favorite TV
series?
Its an old one but the HBO series
Entourage. Entourage is a show about
the industry that I work in and I love
it. I am really looking forward to the
movie that will be coming out soon.
47
Interview
by Goran Kernyak
Robert Fuhrer
Robert Fuhrer is founder
of KenKen Puzzle, LLC
In brief, what is KenKen?

KenKen is a logic puzzle that is similar to Sudoku but uses basic math
skills. It was invented by Tetsuya
Miyamoto, an innovative educator
in Japan in 2004, who wanted to use
the puzzle as an entertaining way to
teach math to his students. His philosophy is The Art of Teaching Without Teaching. Because it bears a resemblance to Sudoku using numbers
in a grid, it is frequently described as
Sudoku on steroids.
How did you discover the puzzle and
what made you become involved?
My company, Nextoy LLC has partnered with Japanese toy and game
companies for over 30 years to
license their ideas to Western markets. In the spring of 2007 while in
Japan, I was introduced to the puzzle.
I got in touch with Will Shortz, The
New York Times puzzle editor and
Americas Puzzle Master to get his
reaction. Will was immediately smitten, proclaiming KenKen to be one
of the most fun and addictive puzzles
he had ever seen.
Does the name KenKen have special
meaning?
Ken means wisdom in Japanese, so
48
KenKen means wisdom squared. It

is a registered trademark in all major
territories.
Do you work with partners to market KenKen?
Yes, we rely extensively on finding the
right partners which include newspapers, gaming websites, mobile apps
and book publishing. Currently we
are present in over 200 publications
and work with The New York Times,
Yahoo Games, Sterling Publishing,
Scholastic, Der Spiegel, The Times
(UK) and others. We are very excited by our latest license with DTI,
the software division of Advanced
Inflight Alliance AG and the worlds
leading in-flight games provider who
will bring KenKen to over 100 international airlines. We are also introducing KenKen mobile apps with The
NCTMthe worlds largest math
education organization, and partnering with some other media groups
for mobile as well.
How would you differentiate the

game from Sudoku and crossword
puzzles?
Many people think Sudoku is a math
puzzle because it uses numbers, but
its pure logic the numbers are
just symbols and can be replaced by
anything, such as fruits and vegetables.
KenKen contains all the satisfying ele-
ments of Sudoku but with a lot more

depth. Crossword puzzles, while immensely popular in the USA, do not
hold the same appeal internationally
because they language specific.
Another significant difference is that
KenKen is an intellectual property;
Sudoku and crossword puzzles are in
the public domain and free for anyone to create or market.
It sounds like the game might have an

addictive quality. Is this true?
KenKen is highly addictive. We hear
that from fans all the time. Even Martha Stewart is doing KenKen every
day!
Is the game ever played interactively?
Yes, our website www.kenken.com
is very popular. About 300 million
puzzles have been played online!
Do you have mobile apps?
Yes, we have highly rated apps for
iOS, Android and Kindle devices.
Aside from the fun and challenge, are
there real benefits to playing KenKen?
KenKen has benefits for people of
all ages It has strong educational
value for the young, not only for developing math skills but also problem
solving techniques and perseverance,
and helps keep the brain active for
mid-lifers and older persons.
Whats
on
SPRING
2014
Published 5 March 2014
Calendar of Events 2014/2015
World Congress of Play San Francisco ..... Sep 15 -17.........................................................www.worldcongressofplay.com

Licensing Awards
London
............................ Sep 16 ................................................................www.thelicensingawards.co.uk
LEAD
FEATURE
Licensing
World
Russiain-Russia:
Moscow...................Sep
360
Licensing
Who is Who? 18 - 19........................................................................ www.licensingexpo.ru
Mir Detstva 2014 Moscow........................... Sep 23 - 26 ...........................................................www.mirdetstva-expo.ru/en/
Buybrand/LicensingFEATURES
Salon - Moscow.............. Sep 23 - 25...................................................................www.buybrandexpo.com
Nuremberg
Fair,
York Toy .Fair
MARQUES
Annual Toy
Conf.
New
Copenhagen...
.... Sep 23 - 26 ........................... www.marques.org/conferences/default.asp#3
Licensing Forum Moscow
World Retail Congress
Paris
.......................Sep
29 - Oct 1................................................. www.worldretailcongress.com/
Sports Licensing
Advertising Week
New
York
........................
Sep
29 - Oct 3.........................................................www.advertisingweek.com
Toys & Games Licensing
Expo Licensing Brasil
Sep 30 - Oct 1.............................................................www.licensingbrasil.com
The ........................................
Big Interview
Brand Licensing
EuropeSPOTLIGHT
- London............ Oct 7 - 9..........................................................................www.brandlicensing.eu
TERRITORY
Frankfurt Book
.........................................
Oct 8 - 12............................................................................. www.buchmesse.de
RussiaFair
and CIS,
Central Europe
Brand Licensing India 2014 .............................. Oct 11 ..........................www.licenseindia.com/brand-licensing-conference/
DEADLINES
MIP Junior.............................................................
Oct 11 - 12 ......................................................... www.mipcom.com/mipjunior
Editorial: 21 February 2014
MIPCOM...............................................................
Oct 13 - 16............................................................................. www.mipcom.com
Ad Material: 21 February 2014
China
Licensing
Expo
2014
.............................
Oct
14 - 16 ................................................................................. www.sniec.net/
Bonus distribution: Licensing Forum Moscow/Toys & Kids Russia,
Bologna
Licensing Fair,
Kazachok
Paris, Licensing Day Cologne
China
Licensing
Expo
- Shanghai.....................
Oct 14 - 16 .................................................www.chinalicensingexpo.com/en/
FLAsia (Franch. & Lic. Asia) Singapore ....... Oct 16 - 18 ........................................................www.franchiselicenseasia.com
Toyzeria - Istanbul............................................... Oct 30 - Nov 2 .............................................................. www.toyzeria.com/en/
Expo Licencias
Y Marcas Mexico
City ...... Nov 4 - 5....................................................................
www.licensingmexico.com
SUMMER
2014
AUTUMN
2014
Licensing Market
- Munich
11 .............................................................................
www.lima-verband.de
Published
27 ...............................Nov
May 2014
Published 8 September
2014
Licensing Dubai .................................................. Nov 27 - 28 .............................................................................www.character.ae
LEADShow..............................
FEATURE
LEAD FEATURE
Hong Kong Licensing
Jan 12 - 14 ...................................................www.hktdc.com/hklicensingshow
Licensing Trends Worldwide
360 Licensing in Turkey and SEE: Who is Who?
Toy Fair - London................................................ Jan 20 - 22 ...............................................................................www.toyfair.co.uk
Nuremberg Toy Fair.FEATURES
........................................... Jan 28 - Feb 2................................................................................
www.toyfair.de
FEATURES
Toy Fair NYNew
- New
York....................................
Feb
14
-17.
.
............................................................................
www.toyfairny.com
Europe at Licensing Expo
Buybrand Russia
Kidscreen
Summit
Miami.
Sweet
World- of
Food...............................
& Drink LicensingFeb 23 - 26............................................................summit.kidscreen.com/2015/
Brand Licensing Europe & MIPCOM Preview
DISCOP Istanbul.................................................
Feb 24 - 26...................................................................
www.discopistanbul.com
Fashion & Celebrity Licensing
Corporate/Trademark
Brand Licensing
The
Big Interview
The Big Interview
Toys & Kids Russia
- Moscow..........................
Mar 11 - 13........................................................................
www.toyrussia.ru/en/
Bologna Licensing Trade Fair............................ Mar 30 - Apr 1........................................................ www.bolognalicensing.com
TERRITORY SPOTLIGHT
TERRITORY SPOTLIGHT
Bologna Childrens Book Fair........................... Mar 30 - Apr 2.....................................................www.bookfair.bolognafiere.it
Turkey and South Eastern Europe
Eastern Europe
Kazachok Licensing Forum - Paris.................. Apr 8 - 9................................................................................ www.kazachok.com
DEADLINES
DEADLINES www.surtex.com
Surtex - New York..............................................
May 17 - 19 ...............................................................................
Editorial:
1 May
Editorial: 1 August 2014
Bookexpo America
New
York2014
.................... May 27 - 29............................................................www.bookexpoamerica.com
Ad Material:
May 2014
Ad Material: 24 August 2014www.itvf.com
Istanbul TV Forum
& Fair 16
.................................May
27 - 29......................................................................................
Bonus
distribution:
International
Licensing
Expo,
Bonus
distribution:
Licensing World Russia, Buybrand Russia
NEM [New Europe Market] - Dubrovnik..... June 8 - 11 ...................................................................www.neweumarket.com
NEM - New Europe Market Dubrovnik, NATPE Europe
Brand Licensing Europe, MIP Junior, MIPCOM
Seoul Licensing & Character Fair 2015.......... TBA ..................................................................................... www.characterfair.kr
Licensing Expo - Las
...........................
June
9 - 11and
...................................................................
www.licensingexpo.com
For Vegas.
more informations
about
Editorial
Advertising opportunities please contact:
INPEX
Invention
Show
Pittsburgh..............
June 16| -Tel:
18+385
.................................................................................www.inpex.com
Goran
Kernyak
- Editor
| E-mail:
1 3865 564 | Mob: +385 99 202 33 93 | US Cell: +1 917 214 6101
E3 Los Angeles ................................................June 16 - 18 ............................................................................. www.e3expo.com
MIFA Market Annecy (with Anim.Fest) June 15 - 20........................................................................ www.annecy.org
NATPE Europe - Prague.................................... June 22 - 25.................................................................................www.natpe.com
Licensing Japan Tokyo .................................. July 1 - 3..................................................................... www.licensing-japan.jp/en/
Intl Comic-Con San Diego .......................... July 9 - 12 ....................................................................... www.comic-con.org/cci
Kind + Jugend Cologne ................................ Sep 10 - 13 ................................................................. www.kindundjugend.com
Licensing World Russia .................................... Sep 15 - 17 ................................................................. .....www.licensingexpo.ru
50
Winter 2014
TOTAL LICENSING
SUMMER 2014 | VOLUME 1 | NUMBER 1
A TOTAL LICENSING GROUP PUBLICATION
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/
ENGLISH/
Spring
2014
/ 2014
Autumn
2013/O
2013
www.totallicensing.com
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!
SUMMER 2014 | VOLUME 1 | NUMBER 1
A TOTAL LICENSING GROUP PUBLICATION
Total Brand Licensing is magazine dedicated

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

Total Licensing New Europe Autumn 2014

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Welcome Willkommen Benvenuti Bienvenidos Mir se vini Pari yegak

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ITALIAN BRAND LUMBERJACK GOING GLOBAL

ZAFARI TO MAKE MIPCOM JUNIOR DEBUT

VISIT THE TOTAL LICENSING AT BRAND LICENSING EUROPE

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JANTAR PROJEKT TO REPRESENT PURPLE TURTLE IN POLAND

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CHARACTER WORLD RAISES MONEY FOR CHILDRENS CHARITY

ENTERTAINMENT ONE UNVEILS NEW

Entertainment One Licensing

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JELC has been appointed by the National Gallery Company

FREMANTLE NORTH AMERICA EXPANDS

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POETICGEM SIGNS WITH PEPSI AND 7UP

THE WILD EAST GROUP MERGES WITH EXCEED ENTERTAINMENT

THE PEOPLES FRIEND PARTNERS WITH AGE UK NETWORK

The Global Trade Association for the Licensing Industry

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THE WISDOM OF KIDS, GEMMA INTERNATIONAL

HARRY POTTER: THE CREATURE VAULT

DIGITAL GIVING AND

DHX SIGNS CHARACTER OPTIONS AS MASTER TOY FOR TELETUBBIES

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DAVID BOWIE TO STAR IN NEW COMIC BOOK

HAVEN PARTNERS WITH ARTESTAR FOR KEITH HARING AND OTHERS

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NEW ATHLETE APPOINTMENTS FOR EXTREME

Extreme has announced the appointment of three new Extreme-sponsored

Sanrio has revealed details for

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Fine Art Licensing

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A Perfetti Van Melle Group Brand

with strong brands like Mentos,

The Licensing Experience

ees worldwide. 2.5 million licensed

Chupa Chups In Russia

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Perfetti Van Melle, the third largest

Chupa Chups, the international lollipop brand with a strong personality

Airheads is a popular brand found

Mentos is a global brand currently

Frisk, the premium high-quality power

For further information, please visit:

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Masha and the

THE BRAND THAT HELPS YOU

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show is now airing in more than 25

Mashas Tales is a unique spin-off

Global Broadcasting Plan

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Simba-Dickie Group has become