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JUNE 2013 VOLUME 16 NUMBER 3
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Q Rudolphs 50th
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Q Interactive Licensing
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JUNE 2013 VOLUME 16 NUMBER 3
contentsJUNE 2013
June 2013 www.licensemag.com 7
14 editorsnote
18 bizbriefs
Retail news, deals and more.
154 lastword
The value of royalty
audits.
consumer & retail trends
p122
40 Licensing Expo 2013
This years event has more properties,
exhibitors and activations than ever
before.
58 The Skys the Limit
A profile of Activisions Ashley Maidy,
vice president, global licensing and
partnerships.
64 The Global Footwear
Guru
License! Global talks with Leomil
Groups Albert Milhado, chief
executive officer.
80 Flick Pics
A look at films with licensed
merchandise opportunity.
96 Hammering Away at New
Brands
Church & Dwights Arm & Hammer
stays fresh with licensees and with
new brand extensions.
On the Cover (from left): DreamWorks Yoshi Maruyama,
Shawn Dennis, Micahel Francis, Nicole Blake and Michael Connolly.
140 Beyond the Basics
ABCs franchise management team
is tapping into the essence of its top
shows to create innovative brand
extensions.
144 Licensing with a
Message
The Captain McFinn property
looks to tackle the issue of bullying
through an education-based licensing
franchise.
146 The Gaming Explosion
An in-depth look at how interactive
properties are expanding product
programs and how the category
has become more lucrative than ever.
152 The Worlds Top 100
Most Valuable Brands
The BrandZ
report highlights
the most powerful
brands based on
sales performance
and consumer
data.
103 Special
Feature:
Rudoph the Red-
Nosed Reindeers 50th
Anniversary
Character Arts is expanding the
brands strategy to celebrate
Rudolphs special milestone in
2014 and extend the franchise
worldwide for years to come.
100 Always Coca-Cola
The Coca-Cola Company continues
to be a licensing powerhouse, most
recently using its global clout to
promote health and wellness.
116 Goin with the Flo
Music artist Flo Rida is ready to
license his brand around the world.
120 Smosh Time
The Joester Loria Group is introducing
the hit YouTube brand to licensing.
122 Avengers: The Tentpole
Approach
Disney Consumer Products is building
a 365-day franchise for years to come.
128 Tree Fu Tom Brings the
Magic to the U.S.
Fremantle Kids & Family
Entertainment expects powerful
results from this preschool program.
132 Reign of Thrones
HBOs Game of Thrones, has not
only been a ratings success but also a
licensing boon for the studio.
136 All in the Family
Discovery Communications is
growing its Animal Planet program
to meet the needs of the whole
family.
138 BLEs New Look
Europes largest annual licensing
event is gearing up for the biggest
show yet.
68 New Team,
New Dream
How DreamWorks
Animation is
revamping brand
licensing for the
future.
License! Global (USPS 017-706) (Print ISSN 1936-4989) (Online ISSN 1936-5047) Published 6 times a year in Feb, May, Jun, Aug and Sept/Oct, Nov/Dec combined, by Advanstar, 131 W First St., Duluth MN 55802-2065. Subscription
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Weve always dreamed big.

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641 Lexington Ave., 8th Fl.
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2013 Advanstar Communications Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form or
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12 www.licensemag.com June 2013
chief executive officer
Joe Loggia
chief executive officer, fashion
group, executive vice president
Tom Florio
executive vice president, chief
administrative officer & chief
financial officer
Tom Ehardt
executive vice president
Georgiann DeCenzo
executive vice president
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editorsnote
By Tony Lisanti
Editor-in-Chief
14 www.licensemag.com June 2013
The Elements of Brand Franchise
One of the most important strategiesand perhaps
ubiquitous challengesin brand licensing today is
how to establish and sustain a brand franchise.
Whatever the type of brand or property, every
licensor is focused on the key elements that define
a franchise and its strategies for growth because,
at the end of the day, thats the information every
retailer and licensee needs to know.
Its the same for every retailer or licensee as well:
it needs to be able to communicate its core attributes
and its raison detre. Consider what has happened
over the past several months with such venerable
retailers as Best Buy and J.C.Penney that have
executives asking just what exactly do these retail
monikersor franchisesmean to investors, licensors
and consumers.
Its this type of analysis and understanding that
separates successes from failures, winners from
losers and innovators from wannabes.
There are several articles in this issue that provide
some insight into the attributes that define a brand
franchise, beginning with the exclusive story about
DreamWorks Animation. New Team, New Dream
focuses on the strategies of newly appointed Chief
Brand Officer Michael Francis, which are all focused
on building the studios brand franchise. Theres also
the exclusive anniversary tribute feature to Rudolph
the Red-Nosed Reindeer, represented by Character
Arts, which exemplifies key attributes of a true
brand franchise; FremantleMedia Kids & Family
Entertainment is quickly building its Tree Fu Tom
preschool series (co-produced with the BBC) into a
global franchise; and the exclusive case study on
Disney/Marvels Avengers, which began with a five-
year plan and one superhero character and is now
being extended into a year-round brand and tentpole
for the future.
Here are 10 key elements of a brand franchise
exemplified in our June issue articles:
Multi-platform or 360-degreesA property
must have multi-platform content that includes
theatrical, television, publishing, gaming, etc.
because just one channel is not a strong enough
position in the market.
Customer engagementA brand must connect
with customers regularly, if not 365-days-a-
year, in order to have top of mind awareness.
Social media has intensified this aspect of brand
recognition and involvement. Consider the
exposure Coca-Cola has gained with social media.
Global expansionWhether its Tree Fu Tom
coming to the U.S. or DreamWorks expanding its
brands into theme parks and hotels in Russia and
China, new markets are key to expand audiences.
Retail-centricDreamWorks hired a former retail
exec to spearhead brand development and growth,
as have other licensors, because understanding
the needs and retail dynamics of brick-and-
mortars and e-commerce requires constant
dialogue and planning in order to establish a
cohesive brand franchise licensing program.
Multi-categoryA successful brand must expand
beyond basic product categories in order to
connect with broader, more diverse consumer
segments. For example, the Avengers property is
taking its characters into the juniors market for
the first time this back-to-school season.
Merchandise differentiationEvery product must
be unique in some way, whether its color, design,
packaging or something else. ABC is pushing
the limits with products for its TV shows such as
Dancing With the Stars, Revenge and Castle.
Live eventsRudolph the Red-Nosed Reindeer
property, based on the original television special,
is expanding live events to 20 cities, reaching new
audiences and strengthening the franchise.
Best-in-class licenseesThe profile of Albert
Milhado, chief executive officer of footwear giant
Leomil, underscores the importance of strong and
creative licensees with a global presence.
Marketing supportNickelodeon unveiled a
1,000-square-foot store format within Toys R
Us Times Square flagship store that features its
brands, some of which sported a New York City
theme. Its this type of promotional mindset that
creates excitement and interest.
Exceptional peopleOr as a former Walmart
executive often put it, ordinary people doing
extraordinary things, including building strong
partnerships.
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18 www.licensemag.com June 2013
Beanstalk Launches Digital
Division: Tinderbox
Licensing agency Beanstalk
is heading into the digital
world with the launch of a new
division specifically targeted
to extend such properties.
Tinderbox will operate within
Beanstalk and aims to help
digital brands extend to
consumer products through
licensing.
Beanstalk has identified a
growing trend of new media
brands making the leap into
consumer products, and
additionally that these brands
themselves were specialized
in their craft, fast-paced and
focused, says Daniel Amos,
director, brand development,
Tinderbox. For many (of these companies), consumer products
is/was an afterthought. Tinderbox has been developed as an all-
in-one solution that will leverage its expertise to build programs
that spread like wildfire.
One billion smartphones will be shipped globally in 2013,
according to Beanstalk and Gartner, and 84 percent of people
worldwide say they cant go a single day without their mobile
device in hand, according to a TIME mobility poll. With that in
mind, Tinderbox has been established to address the growing
demand for a brand licensing agency expert at extending digital
propertiesfrom social networks to interactive gaming, and all
categories of apps including games, entertainment and lifestyle.
Digital brands are engaging with all of us, young and
old, constantly throughout the day, says Amos. Consumers
welcome technology with open arms, and so it is only natural
that brands born in the digital space will resonate strongly. Im
a firm believer that the digital space, the app store or social
network are the breeding ground for the next entertainment
giants. Children are becoming increasingly comfortable with
very sophisticated technology; the affinity they can develop with
brands born in the app store six months ago is strikingly similar
to those franchises with decades of history.
In order to stay in-step with growing consumer demand, Amos
says it is vital for Beanstalk and Tinderbox to be knowledgeable
and up-to-date in the digital landscape.
Not only are brands changing, but the retail landscape is,
as well, he says. Brands originating from digital platforms
will continue to increase as long as there are innovations in
technology that provide user engagement, and those brands
considered traditional will need to embrace digital to maintain
a connection to their fans.
First clients for Tinderbox will be the tween social network
MovieStarPlanet and app properties My Singing Monsters and
The Beetnuks.
Tinderbox will further the existing product program for
MovieStarPlanet, which was developed by Beanstalk and
includes apparel, accessories, home dcor, stationery and
publishing.
My Singing Monsters is a world-building music game
developed by Big Blue Bubble, in which the user collects and
breeds monsters; while The Beetnuks is a new brand under
development from BlooBuzz (a subsidiary of Quebecor Media),
supported by a mobile game and other media. Tinderbox will
work to build consumer product programs for both.
Digital is one of the fastest growing categories in brand and
entertainment licensing, which is why we felt it was necessary
to create a new business unit that operates as an extension of
Beanstalk and could address the individual needs of new and
existing brand partners, says Michael Stone, chief executive
officer, Beanstalk. Tinderbox will be a catalyst for further
industry growth by channeling decades of accumulated
experience at Beanstalk into a new service thats dedicated
specifically to helping digital brands develop new, innovative
licensing extensions.
Daniel Amos,
director, brand development,
Tinderbox
bizbriefs
June 2013 www.licensemag.com 19
Disney Channel is gearing up for the
premiere of Teen Beach Movie, a surf-rock
musical with a 60s sensibility aimed to
motivate the modern girl and affirm her
capability, strengths and goals. The film
will air July 19 on Disney Channel U.S.,
followed by telecasts on Disney Channels
around the world.
The film is targeted toward kids and
their families, ages 6 to 14, and includes
an initial consumer product program to
support the launch.
The initial range will include a
soundtrack from Walt Disney Records,
apparel, home dcor, fashion dolls,
bedding, lunch kits, stationery/school
supplies and more available at Walmart,
Target, Toys R Us, Kohls, Kmart, Disney
Stores and other retailers. Also included
in this launch are a junior novel and
e-book, themed stickers, frames and
filters in the brand new Disney Channel
Photo Finish app, a 10 city Teen Beach
Movie Beach Party event tour at Simon
Malls, Teen Beach Movie activities and
prizes at Radio Disney events across the
U.S., giant Teen Beach Movie-branded
beach balls at One Direction and R5
concerts across the U.S. and the Teen
Beach Movie DVD with exclusive video.
The DVD will be available July 19
exclusively at Walmart, and July 30 at
retailers nationwide.
The films plot centers on surfer
McKenzie and her boyfriend Brady, a
fan of the (fictional) 1962 surf movie Wet
Side Story. On the morning of McKenzies
planned departure for boarding school,
the duo catch one last wave together
and are mysteriously transported into
the world of Bradys favorite film, where
they meet a cast of characters. Of course
theres trouble in paradise, however, and
McKenzie and Brady unwittingly interfere
with the movies plot and madness and
silly sub-plots ensue.
Disney Primes Teen Beach Movie and CP Program
The Licensing Company Unveils Peanuts Fashion Line
The Licensing Company has
announced a new collaboration
between British fashion
designer The Rodnik Band
and Peanuts for a new capsule
collection.
Known for his quirky, pop
art-inspired collections, the
Rodnik x Peanuts capsule
features specially designed
prints that mix iconic Rodnik
symbols with the Peanuts gang.
The collection includes a
range of ready-to-wear dresses
and separates alongside sequin
accessories and headwear.
I have always loved Peanuts
comic strips. They are such
cute, varied philosophical
characters, and they have a
profound sense of humor,
says Philip Colbert, creator,
The Rodnik Band, in an
online interview with Vogue
U.K. There is a fun synergy
between The Rodnik Band and
Peanutshumor is something
that works through each
Rodnik collection, and it felt
like a natural fit to bring the
Peanuts character into the
Rodnik world.
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2013 BBC WORLDWIDE AMERICAS, INC. ALL RIGHTS RESERVED. FRED OLIVIER. DOCTOR WHO LOGO 2012. TOP GEAR TM & BBC 2012. SHERLOCK TM AND HARTSWOOD
FILMS 2013. LICENSED BY BBC WORLDWIDE LTD. BBC LOGO TM BBC 1996. WALKING WITH DINOSAURS IS A TRADEMARK OR REGISTERED TRADEMARK OF THE BRITISH
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22 www.licensemag.com June 2013
The Revitalization of Von Dutch
In 2009, Royer Brands International
purchased Von Dutch and took it back
to the drawing board. They felt that the
lifestyle brand had become overexposed
and opted for a fresh start.
Now Von Dutch is re-emerging around
the world with a robust profile that draws
on the propertys artistic roots and aims to
ensure Von Dutchs status as an American
heritage brand for years to come.
The brand needed to be cleaned up
and reinvented, says Terry Hauss, chief
executive officer, Von Dutch, who was
brought in to helm the company in 2011. It
wasnt drawing on the real story of (creator)
Kenneth Howard, the real Von Dutch. What
weve done is weve gone back to the DNA
of the brand and Howard himself, and built
the brand around that. The idea is to go
back to the basics to build an empire.
The name Von Dutch was originally a
moniker adopted by
Howard, who rose to
fame in the 1950s for
his work pin-striping
cars and bikes.
His art now serves
as the inspiration and
focus of the lifestyle
brand, which Hauss
describes as very
much Americana.
Consumers in Asia
have already gotten
a chance to see the
new Von Dutch, with
150 points of sale
in Thailand and the
Philippines, featuring
everything from outerwear and denim to
bags and sunglasses. Similar deals are
being finalized now that will bring the
brand to most of Southeast Asia by the end
of this year.
Hauss, alongside brand director Olivier
Mercier, now plans to expand into South
America, Europe, India and the Middle
East. The brand already has more than
300 doors in Brazil and Italy, and signed
two new licensing agents earlier this year
Tycoon in South America and Mexico, and
Dream Theatre in India.
But one major piece of the puzzle is still
missingthe U.S.
Weve been careful with the U.S. because
people really watch whats happening here,
especially because its an American brand,
says Hauss. Weve purposefully kept the
U.S. very dry, because we dont want to
make a mistake.
That dry spell will come to an end soon,
with the recent signing of the brands first
North American licenseeGroove Footwear.
Shoes for men, women and children
will hit shelves in spring 2014, and Hauss
expects to have a U.S. apparel partner on
board by the end of the year.
Retail plays a central role in Hausss plan
for the brand. The shops across Asia have
gone a long way, not just in getting product
in front of consumers, but also in showing
the world Von Dutchs new identity, and
Hauss will likely take the same approach in
the U.S.
A free-standing store is worth a
thousand words, he says. There is really
nothing betterits like screenless TV.
This time around Von Dutch aims to be
more than a flash in the pan, but rather
a lifestyle mainstay that will reach well
beyond apparel and accessories into
housewares, bedding and even automotive
parts.
But that expansion will happen in
measured steps.
Its so important to find the right
partners, because if you have a true
partner, you can grow with them all the
way, he says. You have to speak the same
language and have the same vision. Id
rather wait than rush.
FOR LICENSING
INQUIRIES CONTACT:
THE AMERICAS
Ed Casey
ed.casey@bbc.com
212-705-9351
UK
Maxine Lister
Maxine.Lister@bbc.com
+44 (0) 207 612 3099
INTERNATIONAL
Jackie Ferguson
jackie.ferguson@bbc.com
+44 (0) 207 612 3160
Doctor Who logo and 2012 BBC
Licensed by BBC Worldwide, Ltd.
All aboard!
All aboard!
Be a part of a brand opportunity that has been around for more than 100 years.
A business that has quadrupled in just the last 5 years, and is expanding to international markets. And a brand that is
a part of the fabric of New York City. With icons recognized by 8.5 million customers riding our subways, buses, and
trains every day.
We are the Metropolitan Transportation Authority, the largest transportation system in North America, and were
looking for new licensing partners.
Dont let this train leave the station without you.
Contact our exclusive agent, Moxie & Company, at 203-259-2729 or visit us on the web at MTA.info/licensing.
26 www.licensemag.com June 2013
bizbriefs
Godzilla Roars to Market
For more than 60 years, the Godzilla
property has endured to become embedded
in pop culture around the world. From
his signature high-pitched roar to the
atomic breath he spews, Godzilla is ready
to return to the big screen in 2014, and
Warner Bros. Consumer Products has
a full range of product in the works to
complement the film.
Godzilla is the most famous monster
of all timerooted in the nuclear age
paranoia, but widely embraced as a
favorite cinematic icon, says Joel Chiodi,
executive vice president, theatrical
marketing, Legendary Entertainment. We
think its time for a whole new generation
to be introduced to him in a modern
setting.
The first film was produced in 1954 by
Japanese film studio Toho Co. It released
regionally first, and spread to the U.S.
two years later in 1956, where audiences
clamored to see the mega-monster
demolish whole cities in droves. Since,
29 Godzilla films have been produced
through 2004, with 28 of those produced
by the original production company (Sony
produced a live-action version in 1998).
In 2004, Toho announced it would not
make another Godzilla for a decadeenter
Warner Bros. Pictures and Legendary
Pictures.
In 2014, the studios will join to bring
audiences a modern day remake of the
classic tale of the larger-than-life icon, yet
unlikely hero, and pits Godzilla against
creatures that, bolstered by humanitys
scientific arrogance, threaten our very
existence. The film, according to Chiodi,
will bring a decidedly ground-breaking
approach to the re-telling. It already has
a cast attached that includes stars such as
Aaron Taylor-Johnson, Bryan Cranston,
Sally Hawkins, Juliette Binoche, David
Strathairn, Elizabeth Olsen and Ken
Watanabe.
The tentpole is signing on its roster of
licensees as well, ensuring a monster-size
footprint in the marketplace for fans of all
ages.
As one of the most iconic, action-
oriented monsters in film history, Godzilla
has a truly mass appeal, and our licensing
partners are developing product that
caters to fans of all ages, says Brad
Globe, president, Warner Bros. Consumer
Products. From Bandais action figures to
Jakks Pacifics large-scale figures, there
will be Godzilla product for everyone.
Collectors will have access to figures
with true-to-film details, while younger
audiences will be thrilled with toys
that evoke the spirit of the films iconic
monsters.
The program boasts opportunity in
multiple categories and across a wide
range of retail channels, but will lead the
way with more traditional first offerings.
As with most of our tentpole films, toys
and apparel lead our licensing program
by offering a range of products for casual
movie-goers and Godzilla enthusiasts of
all ages, says Globe. Master toy partner
Bandai America is already generating
excitement with action figures and
building sets that will line the store
aisles in the months leading up to the
films release. Bioworld and Trevco have
also signed on to offer on-trend apparel
featuring official art from the film, among
many other licensees that will support the
larger-than-life program.
Other licensing partners signed on
include NECA for gifts and novelties,
costumes by Rubies, collectible statues
from Sideshow Collectibles, among others
in additional categories such as publishing,
stationery, party goods, home dcor,
ornaments and more.
Godzilla expands the studio portfolio
to new levels, allowing Warner Bros.
Consumer Products to add this larger-
than-life icon, yet unlikely hero, to a
roster of unrivaled offerings that includes
superheroes, wizards, classic characters
and more, says Globe.
Photo Alfred Wertheimer
T H E N A M E . T H E V O I C E . T H E I C O N .
EPE Reg. US Pat. & Tm. Off.
TM

Discover the power of Elvis Presley

by visiting booth N181 at the Licensing International Expo.
Elvis.com/Licensing Licensing@Elvis.com
30 www.licensemag.com June 2013
bizbriefs
Making Waves Around the World
Surfing may be as ubiquitous with Australia as sunshine, fish-
filled reefs and exotic wildlife, and Australian surf brand Piping
Hot is capitalizing on the global fascination with the sport.
In the 37 years since the founding of Piping Hot, the brand has
established itself as a leader in the Australian surf wear market,
with more than 22 categories of goods. Its a household name in
the region, with more than 95 percent brand awareness on the
continent.
Recent retail figures are also supportive of the brands ever-
increasing growth, with a rise of 22.5 percent share of net business
for accessories, footwear and hard goods in just four years, and
a projected growth rate of 20 percent in 2014 and a further 15
percent in the 2015/16 fiscal year.
In 1998, Piping Hot made the first moves to meet the demand
for surf and lifestyle brands through a licensing agreement with
retailer Target Australia. The partnership benefited both partiesit
fulfilled for Target an in-demand lifestyle category while giving
it the flexibility to manage production in-house, and it enhanced
the Piping Hot core brand values of accessibility, authenticity and
affordability.
So its no wonder that now Piping Hot is looking to expand the
brand globally, bringing its brand and licenses to the Licensing
Expo show floor, June 16-18, in Las Vegas, Nev. What evolved
from a small local business founded in Torquay, Australia, (under
the name Dive and Surf), has evolved from selling surfboards
and wetsuits to the local surfing community to manufacturing
and merchandising goods and clothing to the greater Australian
market. Its only natural, then, that Piping Hot evolve yet again into
a global brand.
Nickelodeon has launched a new Nick
Shop at the Toys R Us flagship in Times
Square, New York.
The 1,000-square-foot shop creates an
immersive Nickelodeon retail experience
with vibrant orange walls and columns
covered with stencils of characters from
Nickelodeons hit animated series. The
area also features several touchscreens
that allow costumers to interact with and
explore Nickelodeon content.
In addition to an assortment of
Nickelodeon-branded toys, books and
DVDs, the new shop also features exclusive
New York-branded products such as kids
and adult apparel, accessories, plush toys,
drinkware and home goods featuring
characters such as Dora the Explorer,
Bubble Guppies, Team Umizoomi, Winx
Club, SpongeBob SquarePants and Teenage
Mutant Ninja Turtles.
The thousands of kids and families who
visit Toys R Us Times Square each year
are sure to be wowed by this truly unique
Nickelodeon shopping experience, says
Richard Barry, executive vice president,
chief merchandising officer, Toys R Us.
Nickelodeon has created some of the most
recognizable characters in the world, and
we fully expect to hear squeals of delight
from young kids when they visit this new
environment. In addition to an expanded
assortment of Nickelodeon products, were
excited to offer so many exclusive items
available only at our international flagship
store.
Nickelodeon Opens Shop at NYC Toys R Us
AWESOME SHOWS
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bizbriefs
Licensing and global brand management
firm Evolution has been appointed as
the global licensing agent for childrens
property This One N That One, created by
actress, artist, author and designer Jane
Seymour, and actor, writer, director and
producer James Keach.
Based on a book series, the property
will unveil at Licensing Expo and
focus on an initial assortment of plush,
apparel, accessories, apps, toys, play sets,
storybooks, coloring and activity books,
how-to books and DVDs, each of which is
expected to launch in specialty and online
retailers in spring/summer 2014. Products
will expand to mass retailers in 2015,
following the release of the animated series
of the same name in fall 2014.
Also at Licensing Expo, Evolution will
premiere the new licensing program
for Monster in my Pocket and Life and
Adventures of Santa Claus.
Monster In My Pocket, a brand of
collectible monsters for boys, is supported
by a soon-to-be-named master toy
partner. Digital apps, games and a fall
2014 animated television series from RGH
are currently in development. Evolution
is seeking licensing partners in most
traditional categories. The licensing
program is anticipated to launch at retail in
spring 2015.
Life and Adventures of Santa Claus, a new
3D CGI-animated theatrical film, is slated
for the holiday season 2014. The property
will be supported with licensed products
in apparel, toys, publishing and seasonal,
which will debut at retail concurrently.
Additionally, Evolution has been
appointed global licensing and promotions
agency for merchandise for Miramaxs
portfolio, and has appointed numerous
sub-agents. Evolution will oversee licensing
programs for Miramaxs more than 700
original and independent films including
Pulp Fiction, Kill Bill Vol. I and II, Jackie
Brown, Bad Santa, Chicago and Sin City.
To represent the properties in Asia
Pacific are Merchantwise (Australia and
New Zealand), Asiana Licensing (Korea),
Blue Sky International (Japan) and
Empire Multimedia (Hong Kong, China,
Taiwan, Philippines, Singapore, Malaysia,
Indonesia, Thailand and Vietnam). In
Europe, Sagoo (France), Celebrities
Entertainment (G/A/S), Licensing BV (the
Netherlands), Rizon (the U.K. and Ireland)
and Ink (Denmark, Finland, Norway,
Sweden and Iceland) will work to expand
the portfolio; while in Latin America,
Brandvida (Mexico, Brazil, Chile and Peru)
has been tapped.
Evolution Announces New
Programs, Appointments
Zodiak Kids Times Tickety Toc Merch Just Right
Zodiak Kids dual gender preschool
property Tickety Toc is taking off in North
America, with several deals in place to
continue the propertys momentum.
Launched on Nick Jr. in the U.S. and
Disney Jr. & Family in Canada in 2012, the
series follows the adventures of characters
Tommy and Tallulah and the Tickety Toc
Clock inside an old shop. As each hour
passes, the clock springs to life and within,
so does a weird and wonderful world where
things dont always run as smoothly as the
regular chimes. The show airs globally
as well, with Zodiak Kids managing all
worldwide rights, exclusive of Korea and
Japan.
In the U.S. and Canada, major partners
have been signed on to add to the existing
consumer product range. They include
master toy partner Just Play, Anchor Bay
(DVDs), Scholastic (publishing), Mega
Brands (puzzles) Franco (bath/bedding)
and Cupcake digital for mobile apps. In
Canada, agent Studio Licensing has also
appointed NTD (apparel), Calego (luggage/
bags) and Paris Geneve (sleepwear). In the
U.S., agent Established Brands has signed
Wonderforge (games), Bentex (apparel),
Berkshire (accessories), Fast Forward
(bags) and Bakery Crafts (cake toppers).
Product is expected to debut at retail this
fall, with toys and DVDs hitting shelves in
the U.S. and toys, apparel and DVDs set for
initial rollout in Canada.
According to Zodiak, additional deals will
be announced soon.
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bizbriefs
Univision Gears Up for New Deals
Univision Enterprise
Development, the brand
licensing division of the popular
Hispanic networks (Univision,
UniMs and Galavisin) that
have a 73 percent share among
the adult 18-49 Spanish-
language TV audience in
primetime, is expanding
its portfolio of products for
traditional brands and adding
celebrity personalities to its
roster.
According to Rick Alessandri,
executive vice president,
enterprise development,
Univision, it has taken longer to
establish the division, which he
spearheaded in 2011, but things
are coming together now in a big way.
We have had to educate buyers, retailer partners and potential
licensees because the traditional U.S. landscape doesnt have the
intimate knowledge of the Hispanic marketplace, he explains.
Univision is about finding brands that resonate with the U.S.
Latino customer.
Its been very hard for the general market to understand how
to approach the Hispanic market and who to partner with, adds
Maca Rotter, executive director, Televisa Consumer Products.
But now numbers are showing how strong this audience is. You
need to reach this audience through their hearts, emotion and the
culture they left behind.
Televisa named Univision as its exclusive licensing agent in
the U.S. about 18 months ago to represent El Chavo, Chapuln
Colorado, Hablando Sola, Chef Oropeza, as well as all Televisa
novelas, reality series, live action and game shows.
In February, Univision named Jakks Pacific as exclusive North
American master toy licensee for the popular El Chavo animated
series. The product line, which is set to launch this fall, will include
action figures, plush, dolls, role play products, dress up, seasonal
toys, table top games and novelty items.
Alessandri is also bullish about the potential for the lifestyle
brand Delicioso. A tabletop and kitchenware collection will launch
this year in partnership with Gibson. It will include prep products
(lime squeezer, mortar and pestle, cutlery, wooden utensils and
kitchen gadgets), cooking products (comales griddles, calderos
pots, fry pans, tamale steamers, pressure cookers and a tortilla
press), serving products (salsa bowl, appetizer sets and tortilla
warmers), diningware (melamine and ceramic dinnerware) and
drinkware (agua fresca jug, mojito, margarita and other specialty
beverage pitchers and glassware). Coffee and tea accessories are
also being developed.
According to Alessandri, Univision is gearing up for other
consumer products programs as well from celebrity to sports
merchandising. They include:
Gabriela Borgesa 13-year-old singer, actress and dancer
with a love of fashion, music and novelas, signed a multi-year
agreement with Univision to develop her brand.
Club AmricaUnivision is representing the Liga MX soccer
team Club Amrica, one of the most successful teams having
won 14 championships, across multiple product categories.
Celia CruzUnivision signed an exclusive global agreement
with Eventus, the representative of
the Celia Cruz Estate, to license
the name and image of the
late Cuban Queen of Salsa.
Merchandising offerings
will include apparel and
accessories. The legendary
singer passed away in 2003
and produced 23 gold albums
and holds three Grammy
awards and four Latin
Grammy awards.
RetailUnivision partnered
with The Paradies Shops
to develop and operate
Univision-branded
airport newsstands
and cafes targeted to
Hispanic travellers.
What started as
Alessandris vision to establish
a consumer products portfolio
when he joined Univision is
now emerging as a major
player for the Hispanic
community in the U.S. with
more brands in the pipeline.
Rick Alessandri,
executive vice president,
enterprise development, Univsion
Regular ShowTM
KILLER BRANDS
See us in booth D121.
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Televisa to Bring eOnes Peppa
Pig to Mexico
Televisa has signed on to broadcast
and manage the licensing program for
Entertainment Ones Peppa Pig in Mexico.
Televisa will begin airing episodes
of the preschool series at the end of
2013 and is laying the foundation for a
comprehensive licensing program,
with product and promotions scheduled
to debut in 2014.
At the same time, eOnes regional agent
Exim Licensing Group is developing a
major consumer product program for
Peppa Pig throughout Latin America.
Partners are now being lined up in toys,
publishing and home entertainment with
the first line of products slated to launch in
2014 in Brazil, Colombia, Chile, Argentina,
Peru and Ecuador.
The retail market for licensed
merchandise in Latin America is
developing at a rapid pace, and with
strong partners like Televisa, Exim and
Discovery Kids firmly in place, Latin
America has the potential to become one
of the top global markets for Peppa Pig,
says Olivier Dumont, managing director,
eOne Family.
Kmart to Launch
WWE Line
WWE and Kmart today have teamed up for an exclusive
childrens apparel line from WWE Superstar John Cena, which
will debut this fall in the U.S.
Never Give Up by John Cena will feature shirts, hoodies, pants,
shorts, outerwear, headwear and accessories inspired by the
current WWE champion.
The Never Give Up by John Cena apparel line is a lifestyle
brand that appeals to those who not only like his style, but are
drawn to the positive message he offers, says Cheryl Olinger,
vice president and general merchandise manager, kids apparel,
Kmart. Kmart will have the exclusive opportunity to provide
merchandise previously available only at WWE events. We
believe the line will resonate with many of our current, younger
customers while allowing us to reach a segment of Johns fan base
that may not have shopped at Kmart before.
The line will be available in Kmart stores and online, as well as
on ShopYourWay.com.
WWE is thrilled to team up with one of the countrys leading
retailers and offer millions of fans a full apparel collection inspired
by John Cena, says Casey Collins, executive vice president,
consumer products, WWE. His global appeal fits perfectly with
Kmarts new group of entertainment-driven fashion lines.
Teen Retailer dELiA*s
Sells Alloy Brand
Teen retailer dELiA*s has sold its brand Alloy to HRSH
Acquisitions (doing business as Alloy Apparel and Accessories),
which was created by FAB NYs Steve Russo, among others, for
the acquisition. dELiA*s received $3.7 million for the brand,
which carries $3.1 million in liabilities, and will provide
transitional services to Alloy Apparel and Accessories for up to
one year.
HRSH Acquisitions was capitalized by a group of industry
investors led by Steve Russo, founder of FAB NY and Artisan
House, and Brian Lattman, who most recently worked as the
chief merchandising officer at LANY.
Lattman will assume the role of president of the newly formed
entity and plans to work closely with the Alloy management
team to drive growth in the business through brand building
and new customer acquisition.
We are pleased to have completed the sale of Alloy,
says Walter Killough, chief executive officer, dELiA*s. This
transaction will enable us to focus our efforts exclusively on our
dELiA*s brand as we work to improve our product offerings and
enhance the overall customer experience. In addition, providing
transitional services will allow us to offset certain overhead
costs as we evaluate our cost structure going forward.
BUILDING WORLD-CLASS
BRANDS IN OVER 40 COUNTRIES
VISIT US AT LICENSING EXPO 2013
LAS VEGAS
Visit booth J91 or email to set up your appointment:
licensingexpo@cherokeeusa.com
www.cherokeegroup.com - 818.908.9868 x315
40 www.licensemag.com June 2013
This years event is bigger and better than ever, with more
properties, exhibitors and activations.
N
ow in its 33rd year, the Licensing Expo, organized by Advanstar Licensing,
is the worlds largest and most influential annual industry event.
On the show floor, find more than 400 exhibitors representing over 5,000
brands and properties in all sectors of business including entertainment, fashion,
sports, publishing, art and design, corporate brands, homewares and lifestyle.
Exhibitors, retailers, manufacturers, agents and attendees are from all corners of
the globe, with more than 80 countries represented within Las Vegas Mandalay
Bay Convention Center walls, making Licensing Expo the only place to be for all
things intellectual property.
June 2013 www.licensemag.com 41
NEW IN VEGAS NEW N VEG S
New to the Licensing Expo this year is a re-
merchandised show floor that will undoubtedly
make shopping the Expo an easier feat than
ever before.
The show floor is now divided into four
key areas: Art and Design, Characters and
Entertainment, Brands and Agents and the
Fashion District.
Among the more than 70 cutting-edge artists,
designers and art agents featured within the
Art and Design section is The Art Studio, a
place to see artists at work, including Robert
Holton of Drizzle Art and Jason Feather of
Kreashun. Feather will be creating a full-scale
mural during show hours.
In the Character and Entertainment
section, find more than 2,800 entertainment
powerhouses including brands such as Hello
Kitty, Peanuts, One Direction and Angry Birds
along with leading studios and companies
such as Warner Bros., Nickelodeon, Sony,
DreamWorks Animation, Universal Pictures,
BBC Worldwide and many, many more.
As in years past, a character parade
will take place in the Character and
Entertainment section, featuring dozens of
familiar faces opening day, June 18, at 10:30
a.m.
Among the more than 1,800 brands
showcased within the Brands and Agents
section, find intellectual properties from
categories such as household, automotive,
publishing, sports, food and beverage,
corporate and non-profit companies, as well as
a Retail Lounge.
Also new to the show floor is the Factory
Innovation Zone.
This new area on the show floor comprising
17 brand-new exhibitors is the gateway to
product innovation.
Find out what these market-leading,
specialist factories have to offer licensees,
licensors and retailers in the Factory
Innovation Zone.
SPOTLIGHT ON FASHION
The Fashion District is teeming with the
hottest, must-have properties in 2013 and
beyond. With more than 50 exhibitors
occupying 50 percent more square-feet of
devoted fashion and apparel brands, the zone is
the largest ever and will feature such marquee
brands as ABS by Allen Schwartz, Tracy
Anderson, Crocs, Yummie by Heather
Thomson, Kathy Ireland, The Cherokee Group,
AND1, Skechers, Von Dutch and more.
Skechers is thrilled to be a featured
exhibitor within the first-ever Fashion District
at the 2013 Licensing Expo, says Steven
Mandel, director, global brand licensing,
Skechers. We believe this new location will
funnel some great business opportunities our
way. As Americas leading family footwear
brand, Skechers has built a dynamic licensing
program upon the foundation of our fashion,
lifestyle, kids and athletic collections. We look
forward to meeting prospective licensees and
retail partners at the 2013 show, so we can
further solidify our position as leader in brand
licensing.
Authentic Brands Group and its wide portfolio
of properties including Adrienne Vittadini,
Judith Leiber, Marilyn Monroe, Hart Schaffner
Marx, Hickey Freeman, Taryn Rose, Silverstar
and Tapout can be found on the show floor.
First time exhibitor Sequential Brands Group
and its brands such as Caribbean Joe, DVS
Action Sports, Ellen Tracy, Heelys, Peoples
Liberation and William Rast will also be a
Fashion District highlight.
We are excited to present our portfolio
of fashion and luxury brands as a key
exhibitor in the Fashion District of Licensing
Expo, says Nick Woodhouse, president and
chief marketing officer, Authentic Brands
Group. Licensing Expo does a phenomenal
job connecting best-in-class licensor and
licensee attendees dedicated to formulating
strong and rewarding business partnership
opportunities.
44 www.licensemag.com June 2013
The Fashion District will also include a Fashion
District cafe, a place to connect with contacts and
prospective clients and relax with a snack or kick
back with a DJ while checking out fashion footage on
the video wall.
KEYNOTE ADDRESS
Kicking off the Licensing Expo and sponsored by
Advanstar Licensing, event organizer, and LIMA
are two informative keynotes.
The opening keynote, A Licensing Roadmap:
Where are we Headed?, will be helmed by Brad
Globe, president of Warner Bros. Consumer Products,
Andy Prince, senior category director of toys at
Walmart, Josh Silverman, executive vice president of
global licensing for Disney Consumer Products and
Henry Stupp, director and chief executive officer of
The Cherokee Group.
The opening keynote session has consistently
been one of the best attended and most informative
events at Licensing Expo, says Charles Riotto,
president, LIMA, the exclusive show sponsor. This
years distinguished group of panelists features
leading experts and visionaries representing
several of the largest and most successful
companies in the world. The session presents
a unique opportunity for attendees to interact
with some of the best and brightest minds in the
industry today.
The four executives will participate in a wide-
ranging discussion in which they will explore
the state of licensing today and the forces that
will impact the industrys futurefrom the
globalization of retailing, communication, brands
and products to the effects of technology on
interaction with retailers, brands and content,
to how the changing media landscape will affect
business and more.
The executive keynote panel will be followed by
a keynote presentation, Brands on the Brink of
Global Expansion, headlined by actress, fashion
icon and entrepreneur Gwyneth Paltrow. Paltrow
will tell the story of how her personal newsletters
developed over time into Goop: a lifestyle
resource for readers around the world. She will
also describe her work as co-owner of the Tracy
Anderson brand, whose broad range of fitness
productsfrom exercise studios and machines to
delivery food and customized DVD programsare
helping people transform their bodies and lives.
The presentation will be followed by a question-
and-answer session with Paltrow and her business
partner, fitness expert Tracy Anderson, and will
be led by Tony Lisanti, global editorial director,
License! Global.
Advanstar Licensing is delighted to welcome
Gwyneth Paltrow as a keynote speaker at Licensing Gwyneth Paltrow Tracy Anderson
June 2013 www.licensemag.com 45
Expo, says Jessica Blue, vice president, Licensing Expo.
We look forward to sharing her business knowledge
and experience of building successful brands with show
attendees.
The expert panel keynote will open this years Licensing
Expo and take place June 18 at 8:30 a.m. at the Mandalay
Bay Convention Center, followed by Paltrows presentation
keynote at 11:30 a.m. Both events are free to all Licensing
Expo attendees.
PARTY WITH THE SMURFS
Licensing Expo cant just be all about work. Take your
networking outdoors to the Mandalay Bay Beach Club for an
opening night party, in association with LIMA and Sony
Pictures Entertainment.
The party, which will feature an appearance by
international, multi-platinum artist Flo Rida and music by his
official DJ, DJ Kronik, will also kick off a summer of Sonys
The Smurfs 2, as blue-themed cocktails will surely be all the
rage. The party begins at 8:30 p.m. on June 18.
MOBILE APP
Do you need the fastest route from one booth
to another? Are you searching for a
particular brand or exhibitor? Are you
looking for your next Licensing University
seminar? Dont worry, Licensing Expo has
you covered with its new mobile app. Just
enter www.mobile.licensingexpo.com or scan the QR code
here to access the app and search for exhibitors on the
interactive floor plan, review conference schedules and get
up-to-date show alerts.
46 www.licensemag.com June 2013
MONDAY, JUNE 17
Licensing for Beginners
10 a.m.-1 p.m.
This introductory course will present the
fundamentals and best practices of licensing on
a variety of fronts. Find out how and when to
use licensing to realistically grow a business;
basic terminology; roles and responsibilities of
licensors, licensees and agents; risk factors;
how licensees evaluate properties; how licensors
evaluate licensees; protecting your rights;
selling to retail; and much more.
Licensing Law for Beginners
1:30-3 p.m.
This hands-on course will cover the key legal
issues that impact licensing. Issues covered
include licensing agreements, protection of
properties under trademark, copyright and
patent laws, intellectual property basics, what
to look for in an agent agreement, enforcement
of rights, international considerations and
more. A question-and-answer session will follow
this discussion.
TUESDAY, JUNE 18
Keynote: A Licensing Roadmap: Where are
We Headed and How Will We Get There?
8:30-9:30 a.m.
Four key industry executives will engage in
a wide-ranging discussion about the state of
licensing today and the forces that will impact
the industrys futurefrom the globalization
of retailing, communication, brands and
products, to the effects of technology on
interaction with retailers, brands and content,
to how the changing media landscape will
affect business and more.
Basics of International Licensing
10-11:15 a.m.
Using case studies and other materials, this
seminar will give attendees a basic grounding
in the key elements of putting together an
international licensing program, including
an understanding of trademark protection,
strategic and marketing considerations, and
questions such as how to determine whether you
need a local agent.
Basics of Art Licensing
10-11:15 a.m.
This seminar will give attendees an introduction
to the very specific challenges faced by those
entering the art licensing business, including
what you need to know about working with
potential licensees, an explanation of how
retailers work, how to get a handle on the
competitive landscape and understanding the
roles of the various players.
Keynote: Brands on the Brink of Global
Expansion
11:30 a.m.-12:30 p.m.
Gwyneth Paltrow will tell the story of how her
personal newsletters developed into Goopa
lifestyle resource for readers around the world.
She will also describe her work as co-owner
of the Tracy Anderson brand, whose broad
range of fitness products are helping people
transform their bodies and lives. Paltrow will
discuss key licensing and product collaboration
strategies that are being implemented to grow
the brands into new territories and product
categories, offering a behind-the-scenes look at
her approach and experience. She will share her
perspective on why trust, authenticity and the
right partners are indispensable for any brand.
Anatomy of a Licensing Agreement
1:15-2:45 p.m.
A clause-by-clause discussion of a typical
merchandising license agreement with an
explanation for the purpose of each and suggested
negotiation points for both licensors and licensees.
10 Questions a Licensee Should Ask a
Licensor
1:15-2:45 p.m.
This panel of experts from diverse product
categories will divulge their secrets to success.
How do you pick the right license for your
business? What information do you need to
make the right decisions and minimize risk?
How does this differ from category to category?
Attend this session to find out.
Monetizing Digital Platforms
3:15-4:30 p.m.
Until recently, console- and handheld-based
games could be counted on as a major cash cow
for an entertainment licensing program. But
the rise of apps and casual gaming has altered
the equation. This seminar will take a look at
how the licensing business is dealing with those
changes, the increasing importance of virtual
goods and in-app purchases and other major
transformations.
How to Work with Agents and Consultants
3:15-4:30 p.m.
Licensing agents and consultants can play a
central role in the development of an effective
licensing program. This seminar will aid
participants in defining roles, key into the
pertinent questions they should be asking if
considering an agent or consultant and learn
how the best relationships work.
CONF E R E NCE S CHE DUL E 2 013
June 2013 www.licensemag.com 47
WEDNESDAY, JUNE 19
Building a Compelling Brand Guide
8:30-9:45 a.m.
Attendees will learn how to build next level brand guides that
not only present the dos and donts of creative, but also include
brand extension elements that help generate sales and raise brand
awareness. These comprehensive guides are turnkey resources for
licensees, giving them the tools to generate a robust product line
that is successful at retail.
From Good to GRATE: What Every Licensing Professional
Should Know About Royalty Rates
8:30-9:45 a.m.
This course will offer a 360-degree view on royalty rateswhat they
are, how they differ by category and how they relate to margins and
cost of goods. It will explain the risk/reward effect, de-mystify the
net sales definition, tell you when to escalate or de-escalate and
more.
Negotiating a Reasonable Licensing Agreement
10:15-11:30 a.m.
A seminar conducted for the purpose of providing suggested
methods on how to negotiate a reasonable licensing agreement
and offering a look at negotiations from both sides of the table.
Licensing in Emerging Markets: A Focus on China and
Brazil
10:15-11:30 a.m.
The panel will give an overview of the dynamic potential of
licensing outside North America in two of the worlds fastest
growing territories: China and Brazil. Experts with many years
of experience licensing in these territories will discuss the market
dynamics and the potential growth.
Whats a Celebrity Worth?
12-1:15 p.m.
The right of publicity that gives rise to endorsements and celebrity
branding at all levels differs from other types of licensing in
several ways. A celebritys brand or right of publicity can grow
exponentially as the celebrity develops and enhances his or her
image. The panelists will discuss how to place a value on these
rights throughout various contexts in the licensing industry.
Advanced Licensing Strategies
12-1:15 p.m.
This seminar will explore some of the different strategies utilized
by licensors, licensees and retailers to grow their businesses. It will
also look at best practices from some of the leading companies in
the industry.
Crushing the Counterfeiters
1:45-3 p.m.
This panel will provide a hands-on discussion on how to combat
counterfeiting and an overview of legal remedies and examples of
what an entity can do to protect products and IP. U.S. Customs
will outline what assistance they can provide, remedies that are
available through proceedings at the ITC, Marksmen Company will
Select licensing opportunities available. Contact info@mojobackpacks.com
MOJOBACKPACKS.COM
48 www.licensemag.com June 2013
discuss private anti-counterfeiting investigations, a representative
from Piers will explain how they track the contents of every
container coming in to the U.S. and help identify the source of
counterfeit goods and their destination.
How to Evaluate a Childrens Property
1:45-3 p.m.
Not all content produced for kids can make a successful transition
from TV show, book or app to lucrative toy and ancillary product
lines. This panel of expert licensees and licensors will draw on their
decades of experience in the kids business to provide a checklist for
potential property partners.
Apparel and Footwear to Home Dcor, Beauty and Beyond:
Strategies for Licensing Fashion Brands
3:30-4:45 p.m.
Fashion licensing is the largest sector in the licensing market.
Drawing on their experience, the panel will discuss effective
strategies when taking fashion brands beyond clothing and
accessories into new product categories.
THURSDAY, JUNE 20
LIMAs Annual Industry Survey
9-10:15 a.m.
Hear firsthand the results of LIMAs Annual Licensing Business
Survey, conducted on LIMAs behalf by a team of researchers
from Yale University, led by Prof. Ravi Dhar of the Yale School of
Management. LIMA President Charles Riotto will give a rundown
of the findings, expressed in terms of licensors royalty revenues, as
well as estimated category-by-category retail sales.
Retail Success Stories: Case Studies from Coke to Kelloggs
9-10:15 a.m.
This seminar outlines the steps to effective retail presentations,
offering concrete examples and best practices. It will cover big
and small promotions and discuss a variety of techniques (in-aisle,
endcaps, pallet trains, etc.) over multiple distribution channels.
Activating Licensing Customer Loyalty Programs
10:45 a.m.-12 p.m.
This seminar will use a case study as a jumping off point: using
serialized authentication labels, NASCAR has developed an online
loyalty program for its best fansmerchandise buyers. Fans earn
gifts and contest entries while NASCAR obtains buyer behavior and
email data for auxiliary marketing efforts.
Royalty Audit and Contract Compliance: More than Just the
Money
3:30-4:45 p.m.
Royalty and contract compliance programs are vital tools licensors use
to identify, quantify and recover under-reported royalties. However,
non-revenue benefits also can be achieved. Learn the red flags that will
identify potential issues before they become big problems. Hear how
to manage the relationship with your licensee during a royalty audit to
establish a stronger relationship going forward.
June 2013 www.licensemag.com 49
24IP Law Group B80
41 Entertainment A134
4K Media Inc. C135
4Licensing Corp P171
ABRAL - Brazilian Licensing Association Q161
ABS by Allen Schwartz L53
Act III Licensing, LLC C51
Activision R161
Advanstar J121
Alchemy Licensing F52
American Express Open M192
American Greetings N151
AMERICAN REBEL and REBEL GIRL K41
Ana Davis, Ltd. F12
AND1 M65
Anya Animation Company Limited T181
Argo Ink G50
Ariel Group Enterprises, LLC E09
Art & Science International Inc. B52
Art Impressions, Inc. F91
Art Licensing International G30
Art Makers International, Inc.- AMI! G62
Artestar G65
Artilize Worldwide Co., Ltd. C167
ARTOXICATION G10
ARTPQ J141
ASPCA A41
Aspen Comics N194
Asterix / Editions Albert Rene R191
Atlantyca Entertainment C166
Aurora World J141
Authentic Brands Group L91
Automobili Lamborghini S.p.A C101
Avanti Press, Inc. E91
Bang On The Door Ltd G63
BBC Worldwide O151
bCreative, Inc. G53
Beanstalk/Nancy Bailey & Associates/Tinderbox G101
Bentley Licensing Group F65
Benton Arts C32
Beverly Hills Polo Club International J41
Big Tent Entertainment G151
Blaylock Originals Inc. F41
Blindspot Fine Arts G21
Bo Bunny Press G23
Body Glove Int. M81
Boy Scouts of America F81
COMPANY NAME BOOTH(S)
EXHIBITOR LIST
Partner with the network that
For additional licensing information
Contact:Ross Misher
ross@brandcentralgroup.com
Phone: 310-268-1231
For additional licensing information
Contact:Janice Varney-Hamlin
janice.e.varneyhamlin@abc.com
Phone: 818-460-5167
For additional licensing information
Contact:Leslie Levine
leslie@licensingworks.us
Phone: 805-983-7102
Source: Nielsen, Npower RnF Program Report, Live + 7 total day (Mon-Sun 6a-6a), 6+ minute qualier. 9/24/12 - 4/21/13 ABC viewers 2+ Average weekly reach.

reaches over 114 Million people a week!
For additional licensing information
Contact:Kimilyn Whitaker
kimilyn.whitaker@endemolusa.tv
Phone: 310-860-9914
For additional licensing information
Contact:Rachel Dahlen
rachel@fireflybrandmanagement.com
Phone: (805) 466-9229
For additional licensing information
Contact:Rachel Dahlen
rachel@fireflybrandmanagement.com
Phone: (805) 466-9229
For general licensing information, contact:Janice Varney-Hamlin janice.e.varneyhamlin@abc.com Office: 818-460-5167 Mobile: 818-731-6183
For additional licensing information
Contact:Janice Varney-Hamlin
janice.e.varneyhamlin@abc.com
Phone: 818-460-5167
For additional licensing information
Contact:Jonathan Symington
jonathan.symington@disney.com
Phone: 818-544-0035
For additional licensing information
Contact:Janice Varney-Hamlin
janice.e.varneyhamlin@abc.com
Phone: 818-460-5167
52 www.licensemag.com June 2013
COMPANY NAME BOOTH(S)
Bradford Licensing, LLC C73
Brand Central LLC B111
Brand Liaison, The J33
Brandgenuity, LLC H51
Brands 360 Q161
Bravado International Group H181
Brazilian Brands Q161
Brentwood Licensing LLC A73
Bright Ideas Design Co, Ltd C167
Bromelia Q161
Buyenlarge.com L185
C*Mar Corporation B72
C3 Entertainment, Inc P191
Caleb Gray Studio E33
CAPCOM Ste13
Capital Art Enterprise Co., Ltd. C167
Captain McFinn LLC E167
Carte Blanche Greetings Ltd. Ste 1
Cartoon Network Enterprises D121
CBS Consumer Products C121
Character Arts, LLC T201
Character Changing P200
Cherokee, Inc. J91
Cheryl Tuck-Tallon F21
Chico Chihuahua U175
China Toy & Juvenile
Products Association B25
Christina Bynum-Breaux H40
Chuck Pinson - Art With
Meaning E60
Cisco Sales Corp. E22
CMG Worldwide C61
CMT W183
Coca-Cola E111
Comstocks, The E61
Cond Nast E71
Conduct Happiness, Inc. H10
CopCorp Licensing/Knockout
Licensing C91
Copyrights Group, The K181
Counterpoint Systems, Inc. M151
Country Brand Clothing.com M55
Crayola Ste 5
Creata A80
Creative Licensing Corporation C160
Crocs L30
Crown Creative Co., Ltd. A151
CTI Solutions Group B81
Cuipo E21
Curtis Publishing Company L161
D&H Inc. J141
D3M Licensing Group LLC Q191
Dae Lim Enterprise L181
DANCONIA STUDIOS B33
Dark Horse Comics C160
Defiance Licensing Group, Inc. L87
Deliso Sophie la girafe A72
Dena Designs, Inc. D61
Dentsu Entertainment USA, Inc. Ste 4
Denyse Klette Art Studio F23
Dependable Solutions, Inc. J171
Design Plus F71
Design Studios by American
Greetings E44
DGAtees, Inc. E50
DHX Media L165
Dimensional Branding C71
Discovery Communications K161
Diseos y Confecciones MC X194
Disney Consumer Products
South Pacific & Islander Ballroom
Dissero Brands Ltd. C50
Dolphin-Think Design CORP. C167
Domenicca Q161
Doodle Jump S171
Doodles The Dolphin
Presented by Bruce Blitz C25
Doogits / Editions Dootoons R191
Dorna Sports D81
Dr. Krinkles F172
Dr. Seuss Enterprises, L.P. D167
Dracco E161
Dreamworks Animation S151
d-rights Inc./ SUNRIGHTS INC. A151
eileen2e G31
Ekocycle E111
Electrolux Global Brand
Licensing D21
Electronic Arts B151
Elvis Presley Enterprises, Inc. N181
emmaAparty C167
Endemol O201
Entertainment One K167
Established Brands Inc. K171
Evolution B71
Exim Licensing Group Q161; U173
Fashion Indulge U203
Fashion Tec USA Inc C21
Feld Entertainment T191
Felittle People H20
Felix the Cat A161
Fico Q161
Fight Like A Girl L36
Firefly Brand Management H171
Floating Pear Productions, LLC B134
Frank Sturges Reps F53
FremantleMedia P161
Frida Kahlo D32
Fulanitos D161
Fundao Padre Acnhieta Q161
Furry Feline Creatives F10
Galaxy Edu-Hitech (Galaxy Group) T181
Garfield/Paws, Inc. D170
Gecko Hawaii, Dinopack,
Big Movers K35
Gelsinger Licensing Group Inc E62
Gifty Idea Greeting Cards & Such G35
Giordano Studios, LLC E64
Global Icons G81
Global Merchandising
Services Inc A100
Glory Innovations, Inc. E171
Grafiq Trafiq E42
Grani & Partners M193
Grimm E40
Guide to the Licensing World N190
Hallmark Licensing Ste 3
Haniboi Ltd. C167
Hanziface Culture
Enterprise.Co., Ltd C167
Harvest & Hope, Co. C167
Hasbro Consumer Products F121
HCA G20
Highlights for Children
Licensing, LLC B82
Hipsta A77
Homieshop LLC E52
Hong Kong Trade Development
Council B70
Howard Robinson & Associates E34
Huevocartoon M170
I Can Help The World B130
I.M.P.S s.a M171
ID Orient LTD. X190
Imagimax Co.,Ltd T181
Imagine Design (IMD) T181
IMG Worldwide, Inc. C41
Ink Brands R171
Inoochi M191
Intercontinental Licensing Ltd. E41
International Brand
Management and Licensing D83
Ironclad Performance Wear M85
It Says Golf A61
ITV STUDIOS Ste 11; Ste 12
Jackson by JRP Collection Paris H62
Jamboozee / DJL Enterprises A59
Japan Pavilion A151
JAST Company Limited L171
JELC D47
Jennie Cooley H22
JENNY FOSTER G60
Jewel Branding & Licensing, Inc. B51
Jim Henson Company, The O141
Joester Loria Group, The C111
John Wayne Enterprises P190
Joy Tashjian Marketing Group, LLC E151
JPatton D71
Kantana Animation Studios Co.,Ltd. T181
Kasmanas Licensing Q161
Kathy Ireland World Wide L81
Kayford Holdings Limited V191
Kayomi Harai D45
KelleeArt Design Studio, LTD. F60
Kelli Roo Company LLC B167
Kelly Clark Studio, LLC D31
Khristian A Howel Color & Pattern F50
Kims Licensing Co., Ltd. J141
King O191
King Features D111
Knitting Factory Entertainment B50
knock of neverland J141
KOCCA (Korea Creative
Content Agency) J141
Koelbel Studios, LLC G25
K-Production J141
KTTK C24
Kurz Transfer Products A81
Lagali S.A. W180
Lanugo B59
Laser Art Studio Ltd. L183
Laserwave Printing & Design
(USA &China) N192
Lately Lily A131
Laura Seeley Studio D51
LD Laboratorio de Desenhos Ltda Q161
Lemur Licensing D91
Licensing Group Ltd, The L141
Licensing Letter, The C130
Licensing Liaison F44
Licensing Management Intl, LLC B21
Licensing Works! F101
lief! lifestyle A64
Lifestyle Licensing International J51
Lilla Rogers Studio F51
LIMA A21
LIMA International A20
Lionsgate Entertainment C151
Liquid Blue E53
Lisa Frank, Inc. Ste 8
Lisa Marks Associates, Inc. (LMA) D101
Live Nation Merchandise H161
Liverpool Football Club D30
LMCA B101
LoCoco Licensing F135
Longboard K31
Loter, Inc. M190
Ludorum Plc G135
LUNCHBOX STUDIO CO., LTD. T181
M&T Global W190
Magnet Reps F61
Mandalay Bay / AALMG L33
Manufacturer.com S191
Mars Retail Group Ste 7
Marvelpress, LLC C20
Masha and the Bear R171
COMPANY NAME BOOTH(S) COMPANY NAME BOOTH(S) COMPANY NAME BOOTH(S)
EXHIBITOR LIST
54 www.licensemag.com June 2013
Mattel, Inc. Q131
Maui and Sons M39
Mauricio de Sousa
Producoes P182; Q161
Maya Studio D161
Mehoi G14
memBrain, LLC B41
Mercis bv Q151
Meredith Brand Licensing L145
MerryMakers Inc. B132
Metis Group, The D24
MGA Entertainment J151
MGL Licensing G40
MHS Licensing F33
Miche L34
Mighty Kids Media F20
Millimages R191
Mind Candy F151
MODONDI E45
Mormaii Ind. E Com. Impo.
E Exp. De Q161
Moxie & Company O183
mrpuppy.com F22
Muaythai iGLA Co., Ltd. T181
Muertoons G13
Muhammad Ali Enterprises N181
Munchkin L191
my1Story B131
MyMediabox, a division of
Jonas Software USA, Inc. A141
NASCAR P141
Nat Nast M40
National Football League Ste 2
NECA G171
Nelvana Enterprises Inc. B121
Nemecorp Screen Printing A51
Nerd Corps Entertainment F141
Nickelodeon O131
Nivpat, LLC V182
Ocon J141
Octane5 A111
On the Avenue Marketing W174
One Sexy Biker Chick L42
OpSec Security Inc S181
Otto Trading Inc. E20
Out Fit 7 G181
PAN AM Brands C31
Pangborn Design E35
Paolo Bianchi G12
Paper Island Licensing F171
Paradigm Industries V193
Paradox Entertainment B143
Paramount Pictures S141
Paris Blues K43
Patterson International D65
Paul Brent Designer, Inc. H32
pavo, inc. B169
PBS KIDS Q201
Peanuts Worldwide S182
Penguin Group (USA) D171
Phine Phit Phashions K33
Pink Light Studio F43
Piping Hot Australia M53
Play Visions Inc. X180
Pokemon Company Intl, The G141
Post-elements Co.,Ltd. T181
PPI Worldwide C141
Precious Moments, Inc. D41
Premium Toys Corp. U170
Project109 Inc J141
Put Me In the Story B40
Qingdao Hengda Group Leather
Development X170; X172
Quanzhou Hengde Bags &
Luggage Manufacturing Co. W195
Quanzhou Hongsheng Light
Industry Co. Ltd. W191; W193
QUANZHOU NEW HUNTER BAG &
LUGGAGE Co., LTD. W175; W181
Rachel Tribble G11
RAD F11
Radio Days A91
Rah Crawford E43
Rainbow SRL R151
Rebel & Cheri R191
Red Rover J141
Redibra Licensing Solutions Q161
Rediks Graphics J141
Rinaldi Produes &
Publicidade LTDA Q161
Ripley Entertainment B141
Rogue Apparel Branding W200
Roivisual J141
Roman Gadgets B165
Rosenthal Represents F40
Rovio Entertainment Ltd A124
RoyaltyZone C140
Saban Brands A112
Sage Licensing Group A75
Sanrio A54; A54-a; A54-b; A54-c
Santa Barbara Polo &
Racquet Club/Interasia &Assoc L41
SANTA MANIA G52
San-X Co. Ltd / Ingram Co. Ltd D141
Scholastic Media Ste10
Scissor Bunny C167
Searle-Art.com Inc. F34
SeaWorld Entertainment A150
SEGA of America Q200
Seltzer Licensing Group -
Bubble Wrap B93
Seltzer Licensing Group /
Bowflex & Nautilus A101
Senks Circle C51
Sequential Brands Group K61
Sesame Workshop P151
Sharpe Company B74
Shellhut Entertainment Co., Ltd. T181
ShiningHub.com U191
Silverfish Press E32
Simply Uhu F63
Skechers USA J71
SLIDE BALL R191
SMC Entertainment Group, Inc. G161
Smiffys E81
Smith & Wesson A83
Sony Computer Entertainment
America LLC C161
Sony Pictures Consumer Products N161
Source Interlink Media M180
Spacetoon Media Hub Sdn Bhd P181
Spin Master, Inc. G71
Spoken Tokens H24
SPORTS AFIELD B54
Sqwishland U172
Star Hub Link T181
Stewart/Stand Accessories V201
Striker Entertainment/Most
Management C155
Studio 100 R191
STUDIO ILYA ANIMATION, INTL. C167
Studio Licensing Inc. L193
Studio Renea F47
STUDIOCANAL R191
Surge Licensing H46
Suzanne Cruise Creative
Services, Inc. G32
Suzys Zoo A71
Synchronicity B62
Synergy Licensing C60
Synergy Media Inc. J141
Taiwan Design Center C167
Tamagotchi A167
Team Image A135
Televisa Consumer Products J161
Teo Jasmin C33
Textiles for Thinkers M83
Tezuka Productions C134
Thai Public Broadcasting
Service (Thai PBS) T181
Thailand Department of
Intellectual Property T181; U181
The Buffalo Works G45
The Elf on the Shelf G41
The Licensing Company (TLC) G91
The Licensing Shop, Inc. F181
The Marketing Store S190
The Renewables A63
Thomas Barbey LLC G44
Thomas Kinkade Company, The H21
Tiga Co., Ltd. T181
Tim and Beck E46
Tish & Snookys Manic Panic NYC L40
Toei Animation Co Ltd B136
Toon Studio of Beverly Hills, The D135
Toonimation Co., Ltd. T181
TOPKAT Global Branding and
Licensing, LLC N201
Topps Company, Inc., The B135
Totemic Universal, LLC H31
Tottenham Hotspur Football Club D22
Tracy Anderson L61
Trademarketing Resources, Inc. H41
Trunk Archive D20
Tuba Entertainment E141
Tuba entertainment J141
Tundra & Assoc. Inc. A53
TV PinGuim Q161
Twentieth Century Fox
Consumer Products S200
UbiFrance R191
Ubisoft Entertainment D151
Uglydoll/Pretty Ugly LLC. F161
UL Verification Services Inc. E11
United ERP, LLC C136
United States Postal Service Ste 9
Universal Partnerships & Licensing O161
UPS C22
VIZ Media A137
Von Dutch K51
VoozClub Co. Ltd. L151
Warner Bros. Consumer Products N133
Wild Apple Graphics Ltd E31
Wild Wings Licensing E63
Wildflower Group LLC C81
Wiley M145
Wishberry Co., Ltd. T181
Withit Licensing Ltd H52
Wize and Ope L35
Wolfs Magic, Inc G22
World Editors / Piegrande S.A T173
World Wrestling Entertainment M161
XCVI M61
Xiamen L&C Intl Exhibition
Co., Ltd. W203; X174
Xiamen Onedream Import and
Export Co., Ltd W201
Xiangxing (fujian) Bag &
Luggage Group Co., Ltd. W171; W173
Xrisp J141
Yummie by Heather Thomson L49
ZAPPAR LTD M184
Zenescope Entertainment V183
Zinkia Entertainment U201
Zodiak Rights A121
Zolan Company, LLC D33
EXHIBITOR LIST
COMPANY NAME BOOTH(S) COMPANY NAME BOOTH(S) COMPANY NAME BOOTH(S) COMPANY NAME BOOTH(S)
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EXECUTI VE PROFI LE
58 www.licensemag.com June 2013
By Amanda Cioletti
Ashley Maidy
VICE PRESIDENT, GLOBAL LICENSING AND PARTNERSHIPS, ACTIVISION
THE SKYS THE LIMIT
I
ts fairly impossible to take a look
at the consumer product landscape
in 2013or any retail landscape,
for that matterand not account for
the overwhelming success at market
that Activision is experiencing. Its
Skylanders video game property
is growing rapidly into a bona fide
franchise, while its portfolio, which
includes other hit properties such as
Call of Duty, also remains a force at
retail.
Although video game publisher
Activision has been in existence since
1979, its licensing division is fairly
new. To manage the swelling licensing
programs for the Activision catalog,
the company brought in Ashley Maidy,
vice president, global licensing and
partnerships, in just 2011. Maidy
launched the division for the game
publisher that today now includes
more than 175 partners worldwide in
all major categories. Maidy, along with
other carefully chosen experts from the
entertainment licensing sector, were
charged with establishing Activision in
the consumer product arena with a truly
strategized execution.
Maidy joined Activision from Sony
Pictures Entertainment only months
prior to the launch of the first game
in the groundbreaking franchise,
Skylanders Spyros Adventure.
Initially Maidy was tasked with
EXECUTI VE PROFI LE
60 www.licensemag.com June 2013
evaluating the market and securing
anchor partners for the burgeoning
franchise. Once the launch proved itself
highly lucrative, however, the CP team
then went into overdrive, says Maidy, to
meet retailer and consumer demand.
We were initially establishing a
cadence, says Maidy. We were being
careful because at the end of the day it
is about longevity and growing with the
franchise.
The game itself is an innovation in the
arena of interactive. For Skylanders,
Activision has developed an entirely
new play pattern that bridges the
physical and virtual worlds across
video game platforms. The game allows
material, collectible toys to be played in-
game, which therefore naturally lends
itself to a robust consumer product
program and appeals to childrens
inherent love for collectability.
But neither Maidy nor Activision
had any idea just how big a hit the
first game would truly be and how in-
demand the property would become. In
its first year alone, Skylanders achieved
more than $1 billion at retail (inclusive
of consumer products) with more than
100 million toys sold worldwide.
Skylanders started out with this
really great idea about taking a physical
toy and merging it with the digital
world. Were incredibly humbled by its
success. Our fans have really embraced
it, says Maidy.
Activision manufactures the game
and interactive toys in-house, while the
peripheries are licensed.
For entertainment (films) you build
your merchandise program before the
film comes and out and hope the film
delivers. You hope the product sells and
translates to new merchandise and
consumer products, says Maidy. The
difference here is that we already had
a consumer product that was already
sold into retail in a huge waywe had
unprecedented space at launchand
because of that, it was easier for
licensing to go in and tell the story to
retailers. Buyers had no choice but to
look in the electronics department and
see how Skylanders was selling and
how it was growing.
Initially the Skylanders Spyros
Adventure consumer product program
launched with 60,000 linear feet at
retail. For the games second iteration,
Skylanders Giants, the program
swelled to 100,000 linear retail feet.
Space is just continuing to grow as
Activision launched its latest game,
Skylanders Swap Force, this year,
which takes the games original game
play and adds more dimension to the
play patterndynamic swapability,
they call it. The new game allows
players to re-configure 16 figures into
more than 250 unique characters.
As 2013 continues, plans for licensed
product are only growing for the mega
franchise.
Last year was very much about
building the footprint of Skylanders,
says Maidy. This year, there is much
ASHLEY MAI DY
EXECUTI VE PROFI LE
62 www.licensemag.com June 2013
ASHLEY MAI DY
more emphasis on execution of the
program and looking at new categories,
licensees and partners that can develop
products that are even more meaningful
to the brand. In many ways, I am sure
there is a lot more we can be doing
(product-wise), but I am not sure that
would be in line with building a lasting
program.
What started with just 10 anchor
partners has multiplied immensely.
Skylanders currently boasts more
than 150 licensees worldwide. Global
partners include MEGA Brands for
construction sets and puzzles, Penguin
Publishing for novels and annuals,
Power A for carrying cases, Topps for
trading cards, Rubies for costumes
and Zappar for augmented reality
experiences. Partners span the globe,
with 80 alone in the Nordics, Latin
America and Europe. Australia is
also the franchises leading overseas
territory. North American retailers on
board include the mass channel, with
Walmart, Target, Toys R Us, Best Buy
and GameStop carrying the bulk of
merchandise. For soft lines, retailers
such as Kmart, Sears and Kohls are
leaders. Online retailer Amazon is also
a bolster to the product program.
In 2014, Maidy will look to continue to
broaden the product program around
the world as well as expand into new
categories.
We want to create a new experience
for our consumer outside the core game,
allowing them to immerse themselves
into other product categories, says
Maidy.
The core demographic for the game is
children ages 6 to 12, however teens and
adults alike are embracing the brand,
making it a family-friendly property. The
product program, however, is marketed
to the target demo.
Skylanders is not the only priority IP
Activision licenses, of course. It also
has Call of Duty, a modern warfare
first-person shooter video game. The
franchise boasts 10 games, not inclusive
of additional downloadable content,
and has spawned a lifestyle product
program. The game is a massive
success for Activision, with 755 million
copies of Call of Duty: Ghosts sold
within its first week of release.
The program for Call of Duty has
traditionally primarily focused
on peripheries such as computer
keyboards, mouses
and gaming
accessories in the
past, but moving
forward, says
Maidy, the program
will expand.
Now were
looking to take Call
of Duty outside
the home, whether
its through
t-shirts, apparel or
accessories, she
says.
Maidy adds that Activision is
thinking outside the box, while still
appealing to the core demographic,
which trends older and more collector-
driven.
On the immediate horizon, Activision
has renewed deals for the program
with licensee BDA/Power A, which will
expand the existing line into mobile
accessories including molded cell phone
and iPod Touch cases, tablet covers and
sleeves and more. Licensee MZB is on
board for novelty stationery and health
and beauty accessories, as is Usao.
But ultimately, says Maidy, the
products are a reflection of the powerful
properties Activision has in its portfolio.
It all comes down to innovation,
she says. As Activision continues to
innovateand it always doesso does
our licensing.
Connecting with 100 million women
Meredith Brand Licensing is now accepting appointments at the
Licensing EXPO to explore how our brands engage consumers
and can increase sales of your products and services.
Call Claire Pierce
at (515) 284-2638
to reserve your appointment.
Email us at
claire.pierce@meredith.com
for more questions
Or visit our website at
meredith.com/brandlicensing
WELL SEE
YOU AT THE
LICENSING
EXPO!
MANDALAY BAY, LAS VEGAS, BOOTH #L145
6/18-6/20
20
13

EXECUTI VE PROFI LE
64 www.licensemag.com June 2013
By Tony Lisanti
F
or veteran footwear executive
Albert Milhado, chief executive
officer, Cortina-Leomil Group,
global partnerships and the ability
to act locally will be the key driver of
growth for this licensee over the next
decade with regard to sourcing, product
development and fashion trends, as well
as the expansion of its apparel offerings.
Milhado, who has spearheaded the
Belgium-based companys international
expansion into
new markets
including Russia,
South America,
the Middle East
and, most recently,
the U.S., says that
Leomils point of
differentiation
for major licensors is based on being
fundamentally a turnkey licensee that
provides the service, product knowledge
and assortment to meet consumer
preferences around the globe.
We work with our own sales team,
says Milhado. We do not work with
agents, so we control our service.
Last year, Leomil, which reported
$330 in annual revenue in 2012,
partnered with Rich Footwear Group
to further expand its presence in the
U.S. and now handles major licensors
including Rovio Entertainments Angry
Birds and Activisions Skylanders.
This is a very important step for us.
We are having a major success because
of our extensive collections of footwear,
he explains. But what we offerand
this is very interesting for the main
retailers and the buyersis that we have
a European touch to our collections.
This offers a greater
potential for the
retailers to make the
licensed footwear
business at a bigger
scale then they
usually do.
Milhado believes
Russia and the
Albert Milhado
CHIEF EXECUTIVE OFFICER, CORTINA-LEOMIL GROUP
THE GLOBAL
FOOTWEAR GURU
Headed to Las Vegas for an ___________ business trip but still want to check out the sights and
___________? Here are some tips youll need to ___________ on your visit to ___________ City. After
a ___________ day of ___________ meeting(s), head to one of Vegass many ___________ bufets. Stuf
yourself with fried ___________, ___________ tacos, and freshly baked ___________. Ten youll want
to hit one of the big casinos like ___________s Palace or the MGM ___________. Dont feel badly if
you blow ___________ dollars at the ___________-jack table, because, hey, at least you got free shots of
___________! Pace yourself. Dont have more than ___________ drinks in an hour. And never mix hard
___________ with beer. It will make you feel ___________, and youll never wake up in time for the
___________ important meeting(s) you have again the next day. But the most important thing to remem-
ber is this: Have fun, because what happens in (the) ___________, stays in (the) ___________!
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MIXING BUSINESS
WITH PLEASURE
A D J E C T I V E
P L U R A L N O U N
P L U R A L N O U N
N U MB E R
A D J E C T I V E
A P L A C E S A ME P L A C E
P L U R A L N O U N
P E R S O N I N R O O M A D J E C T I V E
P L U R A L N O U N A D J E C T I V E
A D J E C T I V E A D J E C T I V E N U MB E R
N U MB E R
T Y P E O F L I Q U I D N U MB E R
C O L O R
V E R B N O U N
EXECUTI VE PROFI LE
66 www.licensemag.com June 2013
Middle East offers huge growth potential
because its just at the beginning of the
licensing curve.
We already have major deals with
Disney, Hello Kitty and other key
players, he says. I think that Russia
will be very important in licensing over
the next five to 10 years.
He says Africa has strong potential
also, but that it is still years away.
What is also very important is that
we are the only footwear company in the
world that is able to sign today global
deals, says Milhado. This provides one
image for a property worldwide, which
is, of course, the ideal picture for any
licensor. You have one agreement and
one approval and it really is an ideal
situation for the licensor and for us.
Milhado says that the ability to
understand local fashion trends is
critical to a successful partnership.
When something is hot, a child in
Germany or the U.S. knows what is going
on in Japan, he points out. We think
global, we act global and with our team
of 25 designers, we work to design all the
needs for all the countries.
It is essential that we are working
very close with the regional offices of
licensors. Our marketing team and our
sales managers communicate with the
local offices, continues Milhado.
Milhado believes that only the strong
players will survive. In order to be
successful in todays global
marketplace,
Milhado says:
You need
to do
much more as a supplier than five years
ago in regards to testing, production,
labor and pricing.
Selling is easy, he adds. Today, its
about the organization behind it. If you
are not very organized or financially
strong, you will lose.
One of Leomils most important
initiatives is its recent expansion in
China, where last month the licensee
opened a new state-of-the-art facility.
According to Milhado, Leomil previously
had five offices in different areas of
China, and now has created a completely
new, centralized set-up called The Chain
of Shoe Knowledge.
The thought behind (The Chain of
Shoe Knowledge) is that buyers who
are going to China can now work with
our people and the factories, and will
have an office within this facility, says
Milhado. Today, to invest $50 million in
an operation like this shows how strong
we are and how much we believe in the
near future.
Licensors who think that they can
always increase royalties are wrong,
Milhado adds. What is much more
important todayinstead of looking
for high royaltiesis looking for
the best partners, and to invest in
that partner. On one side, the consumer
wants to pay less, and on the other
side, the production is getting more
expensive. So licensors must adapt
themselves to the actual situation.
The products with very extreme, high
royalties dont survive.
Dependability is another key factor
for licensors and retailers, according to
Milhado.
Today with the economical situation
in the world, retailers must be sure that
the company where they buy their shoes
is still existing in six months to one
year, he says. Retailers are going to the
big players where they are sure that they
do not have any risk. The benefit for the
licensors and the retail partner is that
we can deliver and guarantee delivery
date, and we are financially very strong.
Milhado says that Leomil will continue
to expand its apparel business, which
was launched five years ago, and is
another distinctive characteristic of the
licensee.
The apparel division, which is only
working in the main countries in Europe,
complements the presentations of the
shoes, he says. We are seeing double-
digit increases yearly, and we think we
will have a very bright future.
ALBERT MI LHADO
Be You. Be Funky...Just Funky!
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By Tony Lisanti
How DreamWorks Animation is revamping brand licensing for the future.
68 www.licensemag.com June 2013
D
reamWorks Animation has a new team, a
new dream and a new focus that is being
implemented to further establish its core
franchises, leverage new properties and expand
consumer products and live events around the world,
while driving its overall growth in brand licensing
over the next decade.
The transformation of DreamWorks officially
began six months ago when Chief Executive Officer
Jeffrey Katzenberg bypassed tradition and decided
against hiring a brand licensing executive, instead
personally choosing a retail professional, Michael
Francis, marketing specialist extraordinaire, to
spearhead and revamp brand development and
consumer products for the company. It was a clear
signal that the time had come for the studio to write
a new script for the future of its licensing initiatives.
The appointment was perceived as a bold, and
perhaps questionable, move, but one that had to
be made as the business of brand licensing, retail
placement and licensee partnerships has continued
to evolve while the studios approach has remained
conservative and much the same. The reality is, after
all, that little ever remains truly the same for too
long in Hollywood where fast-paced creativity and
innovation are the stars. Now its time for Francis
and his new team to take the stage, beginning this
month at Licensing Expo 2013, to explain the studios
new approach.
Francis is among the worlds top brand
strategists whose distinguished career
in successfully growing brands
around the world is unparalleled,
and we are thrilled to welcome
him to the DreamWorks
Animation executive team,
said Katzenberg and Ann
Daly, chief operating officer,
in a joint statement at the time
of Francis appointment. We
have custom-created this vital new
role specifically for Michael so that he can work
toward developing our business on a global scale by
leveraging both the overall DreamWorks Animation
brand in addition to our growing collection of high-
quality family entertainment properties.
Francis, a former Target executive who is credited
with many of the award-winning marketing and
brand initiatives for more than two decades,
will now be put to the ultimate test in the newly
created post of chief brand marketing officer as he
leads DreamWorks brand strategy, taking its core
franchises to the next level and establishing new
strategies, all of which will create a stronger year-
round position for the company.
The process began in February when Francis
officially arrived at DreamWorks Glendale campus
to re-engineer consumer products, including the
executive team, franchise management, live events,
retail and licensee partnerships, as well as new
content, international marketing and the integration
of Classic Media (now called DreamWorks Classics),
which the studio acquired in July 2012.
This is a brand I have known for a long time. For
many years, I have had the benefit of working with
the DreamWorks team on the other side of the desk,
explains Francis, referring to his long-standing
tenure at Target. I have had the luxury of knowing
many of the people, and it was a familiar place. I
was always a huge fan of the brand. And talking to
Jeffrey, I probably wouldnt feel as though
we had done as much with
June 2013 www.licensemag.com 69
70 www.licensemag.com June 2013
the incredible brand as we thought.
There will be no stone unturned, and while it
appears to be a daunting task, its a necessary one
as DreamWorks looks to enhance every aspect of its
brand licensing business and increase retail sales
of licensed merchandise. According to the Top 150
Global Licensors Report, published annually by
License! Global, DreamWorks reported $3 billion in
retail sales of licensed products worldwide, ranking
No. 18.
Francis speaks with the knowledge, authority
and confidence of a DreamWorks veteran, yet he
got his simple directive from Katzenberg just a
few months ago: to thoughtfully explore where
the opportunities exist. And thats why hes the
right fit for the company culture that is known for
its creativity, intuition and marketing savvy, and
which is a similar environment to the one he
excelled in back in Minneapolis, Targets
headquarters.
Where do the opportunities exist
for us to deliver on our vision for
capitalizing on DreamWorks strength,
but meanwhile ensuring that the company
is poised to become this global family
entertainment hub every day of the year? Let
us know what tools you need to enable that
kind of growth, says Francis, referring to
Katzenbergs advice, which he described
as more open-ended than specific.
The exciting opportunity was to think
about how one connects with our vast
stable of intellectual properties, agnostic of media
channel and agnostic of type, but to really begin to
think about how we unlock potential, adds Francis.
That will give us the ability to change the model
and capitalize on the strengths of DreamWorks. If
we can create this beloved content, why not activate
it 365-days-a-year at a global level, not just in those
windows when we have a theatrical debut?
Francis put his executive team and organizational
structure in place with great speed, recruiting
through a combination of external and internal
appointments and reflecting the core business
disciplines.
Consumer productsMichael Connolly, most
recently head of international licensing for Viacom
International Media Networks, took over in
February and already has changed the divisions
structure, hiring several new retail and licensing
executives.
Franchise developmentShawn Dennis,
formerly senior vice president of marketing,
product development and publishing for American
Girl, joined DreamWorks at the same time the
acquisition of the Trolls property was announced
in April.
DreamWorks ClassicsNicole Blake, formerly
head of licensing for Classic Media, now heads up
DreamWorks Classics, and has been part of the
integration since the entertainment company was
acquired last year.
Location-based entertainmentYoshi
Maruyama, head of location-based entertainment
The Dream Team: DWAs New Executive Leadership
Michael Francis,
chief global brand
officer
Michael Connolly,
head of global
consumer products
Nicole Blake, head
of franchise, Dream-
Works Classics
Shawn Dennis, head
of franchise
development
Yoshi Maruyama,
head of location-
based entertainment
72 www.licensemag.com June 2013
and theme parks, has been with the studio for
three years, having spent the previous 15 years in
a similar position for Universal.
Francis, who views brand licensing as a
360-degree by 365-day business, and the new
team hit the ground running, evaluating new
opportunities and the upside potential of every
property.
We want to ensure that the brands that consumers
love are available to them where they want them
and when they want them, says Francis. The 360
approach ensures that we dont apply one model to
such a diverse stable of properties. They each need
to be considered very carefully and very thoughtfully
to ensure that they are well managed and maintain
their integrity, but also that we find the best way
to unlock their value. A theatrical team is working
for four years to bring a film to life, and all we are
trying to do is find a way to add dimensionality to
their vision, whether that is extending it into another
channel or giving it a longer life.
The Retail Connection
With his background and experience, Francis
understands the nuances, challenges and needs of
retailers worldwide.
Retailers are all looking for differentiation. They
are all looking for unique ways to engage consumers,
and we need to be their preferred partner,
emphasizes Francis. Not only are we right in the
sweet spot of family entertainment, but we have got
remarkable characters, and we are nimble enough
to respond quickly to retailers strategic needs. But
it is going to take a different approach to how to
we build our licensing model to ensure that we are
thoughtfully bringing retailers solutions. We have
the right level of expertise to add value to those
conversations and not simply to state, we have a
film, heres our character plan, may we have 12
weeks before and after theatrical? We really need to
be much more thoughtful and much more connected
with our retail partners.
I have always loved the sheer diversity in retail,
when you look at a brand like Target, the constant
shift in thinking and in strategy was always really
invigorating. Here at DreamWorks, that conversation
is every four or five minutes, continues Francis.
A Quick Change for Consumer Products
In less than three months, the consumer products
group has undergone vast change, according to
Francis, in order to build a division to support
a 360-by-365 process, we have been bringing in
experts in apparel and hard goods. If we are going
to be in the solutions business, we need to become
much closer to our retail partners.
As a result, DreamWorks is in the process of
setting up a nucleus of five strategic offices to
better serve its retail customers. The studio has
already opened an office in Bentonville, Ark., for the
merchandising team at Walmart, and is planning an
office in the Minneapolis, Minn., area in support of
retailers Target, Best Buy and Kohls. The Glendale,
Calif., team will be narrowed in its geographical
scope and service the West and the Northwest. With
the acquisition of Classic Media, DreamWorks now
has a New York office to serve the Northeast-based
retailers, and the studio has re-opened its London
office to better serve its U.K. and European retail
partners.
We would like to be talking to retailers more than
twice a year when a film comes out, says Francis.
We are building an organization to do that. We have
a new focus on customer service and consumers that
we have not been able to provide in the past.
Similarly, Francis says that DreamWorks plans to
strengthen its communications and relationships
with licensees.
POP POP
POP POP POP P
74 www.licensemag.com June 2013
We are excited to bring this all together for
Licensing Expo because it is our first opportunity to
address our licensing partners, and we want them
to know its a whole new era and a whole new way to
play, he says. We want them to know we are here
to listen and excited to find new ways to engage with
our community of licensees.
Connolly believes there is a definitive upside to
almost every property in the studio, whether its a
vintage fashion program for some of the Classics
properties, or the recently released The Croods film,
which had no consumer products program at retail,
yet generated $569 million worldwide at the box
office.
We have restructured to reflect the retailers,
explains Connolly, who spearheaded the licensing
strategy for the relaunch of Teenage Mutant Ninja
Turtles last October for VIMN. Before this team
was calling on retailers with a couple of peoplenow
we are going to have a team of 15 to 20 people who
are calling on 80 percent of retail revenue drivers.
We are implementing a key account strategy that
some companies have stepped away from, but that I
believe definitely works. We are going to give every
retailer their own little piece of DreamWorks.
Connolly plans to expand consumer products
across the board to every property in all appropriate
categories.
This has been a one property at a time studio that
has been heavily reliant on toys, says Connolly. If it
doesnt succeed in toys, its not a property. But in the
world of licensing, that is only 18 percent of the pie.
New Focus on Franchise Development
The second biggest shift, Francis points out, is the
franchise strategy.
We have had the concept, but this is the first time
we are integrating it throughout the enterprise, says
Francis. We are really thinking from the conception
of the content, all the way to the consumer, and
In April, DreamWorks acquired Trolls, a
property that spawned one of the most popular
toys during the 60s and 90s. The acquisition
reflects DreamWorks commitment to new
franchises.
The studio plans to redevelop the property
with content and a consumer product program
in 2014, gearing up for a theatrical release in
2016.
Trolls is one of those rare, proven and
universally adored brands, says Shawn
Dennis, head of franchise development. There
is incredible potential here to engage kids
across multiple platforms in a way that is fun,
enduring and meaningful. It is truly an amazing
opportunity to be able to relaunch a brand like
this one.
According to Dennis, there are some
strategies that she introduced with American
Girl that are applicable to Trolls.
American Girl sits at the intersection of a
brand girls love and moms trust. With Trolls,
we are looking for similar positioning. It is a
very different brand than American Girl, but
you do have moms and grandmothers who grew
up with the brand. We are also building a movie
that dads and brothers will enjoy.
Dennis says one of the first touch points with
the consumer product program for Trolls will
be content.
For girls to be inspired, there has to be a
story, she says. Our job with the franchise
development team is to coordinate with
creative to make sure that as we are creating a
story and content, we are encouraging multiple
ways to tell storiesdifferent stories in film, TV
publishing, etc.
The Trolls property was acquired from the
Dam Family and Dam Things of Denmark. It
began in 1959 when a Danish fisherman and
woodcutter carved a doll for his daughter
based on the legendary Scandinavian troll.
Trolls: DreamWorks Newest Franchise
ERH &6%2(7
Z
q
76 www.licensemag.com June 2013
creating a timeline that is available to everyone,
from the filmmakers to the public relations team.
We are showing how much we believe in the strategy
through investments in Classic Media and Trolls.
This is literally a treasure trove that has not been
leveraged to its greatest potential, says Dennis,
whose responsibility is to identify those businesses
that should be nurtured, developed and planned
with a sustainable engagement in mind, instead of a
strong 12 weeks at the box office.
We are in different stages with all of the
brands, says Dennis. Our expertise has been in
creating these characters, films and TV shows,
but we havent followed through on creating the
environment where consumers can experience
multiple categories and gather to express who they
are as part of the brand.
Part of my experience at American Girl is
understanding what makes girls tickwhat is
important to themand how we start to create a
brand with a view to 20 years, not just a view to a
good opening weekend, she adds.
Dennis believes that DreamWorks VeggieTales
property has huge growth potential as a year-
round franchise, especially with its upcoming 20th
anniversary.
She is also focused on expanding the How to
Train Your Dragon franchise throughout the
year with advertising, marketing and events
timed to the release of the TV series DVDs,
as well as continued expansion in digital and
electronics.
We will be putting a tremendous amount of
energy into publishing as well, which is something
new for DreamWorks, says Dennis. It was always
about movie books which come in and out and do
not provide an ongoing story to the kids customer
base. With new properties, we are going to see a lot
more publishing efforts early on to start developing
a fan base, a data base and fan engagement with the
concept and stories.
The Classics Strategy
With the acquisition of Classic Media, DreamWorks
gained a library of more than 400 characters and
content, from Felix the Cat to Lassie and the Lone
Ranger, which the studio has been evaluating for
several months.
This all can be re-introduced to new
generations. Its exciting to already see the ideas
that have begun to
surface and the amount
of truly multi-dimensional
opportunities presenting
themselves at a global level,
which we just werent
prepared to activate in the
past, says Francis.
Blake says one of the most
exciting things to experience
is the shared ethos of the
two companies being nimble,
entrepreneurial and passionate.
The enthusiasm for our properties
was just overwhelming, and at
Classic Media, we never had access to such expertise
in creative, live events and gaming.
Blake says that DreamWorks Classics will focus
in the near-term on expanding properties Wheres
Waldo?, Olivia and Little Golden Books, which will
launch a consumer products program for the first
time. In addition, Blake will leverage its popular
Christmas specials with new packaging and a more
unified and powerful statement.
On Location
From its widely popular themed cruises with
Royal Caribbean to its theme park development in
Moscow or its hotel deals with Gaylord and Sands,
DreamWorks is committed to expanding its presence
worldwide.
We have incredible opportunities globally to add
additional dimension to our brands by physically
bringing characters to life in a fresh, new way, says
Francis.
Maruyama is currently developing and expanding
various projects in Australia, Brazil, Russia, China
and the U.S. (See sidebar.)
The Immediate Future
Francis has quickly implemented widespread
changes that will strengthen DreamWorks position
in the marketplace with retailers, licensees and
consumers across existing franchises, and planning
for the next three years is just beginning. Francis
believes that DreamWorks has the infrastructure
to focus on between 12 to 15 franchises annually,
with about six mega-franchise plans and five to
six additional properties that can grow into global
franchises. The list of properties includes Shrek,
78 www.licensemag.com June 2013
In addition to television, publishing and
the like, location-based entertainment gives
DreamWorks yet another viable strategy to
expand its franchises and stay connected with
consumers worldwide.
According to Yoshi Maruyama, head of
location-based entertainment, DreamWorks
has licensed its content to various best-in-class
partners for theme parks, cruise ships, hotels,
resorts and stage productions.
What makes us different from the other
divisions is that these deals are very long term,
lasting 10 to 30 years, he says. This shows
the level of confidence that investors and
developers have in our properties.
DreamWorks partnerships include the
following:
AustraliaThe DreamWorks Experience
replaced a Nickelodeon-themed property at
Dreamworld, Australias largest theme park
located on the Gold Coast, in 2012.
BrazilDreamWorks announced a
partnership with Beto Carrero World, the
largest theme park in Latin America, last
year. The first zone is scheduled to open at
the end of this year.
RussiaIn partnership with Regions GC,
DreamWorks recently signed a licensing
agreement to develop three indoor theme
parks in St. Petersburg, Moscow and
Yekaterinburg.
ChinaDreamWorks has previously
announced plans for the Dream Centre
entertainment complex in Shanghai,
tentatively scheduled for a 2016 opening.
U.S.DreamWorks recently announced
an indoor theme and water parkcalled
American Dreamwith developer Triple Five
in the Meadowlands shopping mall in New
Jersey.
In addition to expanding its existing
partnership with Royal Caribbean that
now includes six cruise ships, DreamWorks
recently partnered with Cotai Strip Resorts
and its newest property Sands Cotai.
According to Maruyama, DreamWorks
Experience, which will launch in July, will
include special DreamWorks room packages,
a themed parade and character dining
experiences, as well as a 3D light show and
themed ice world.
DreamWorks also has several live stage
events including Madagascar Live with
Stage Entertainment, How To Train Your
Dragon Live Spectacular with S2BN
Entertainment and Shrek the Musical, which
toured in the U.S. and London.
The trend of family entertainment that
focuses on much smaller, mall-based centers is
something that we are exploring more, says
Maruyama. Under the leadership of Michael
Francis, there is really a big push in our division
because it is a long-term and wonderful
consumer touch point with our brands that
offers explosive growth and helps to create a
365-day experience for our guests.
Going Live Around the World
Madagascar, Kung Fu Panda, How to Train Your
Dragon, Puss in Boots, Wheres Waldo? and Olivia,
plus new properties including The Croods, Turbo,
Mr. Peabody & Sherman and Trolls.
We are absolutely seeing a lot of change. We are
tremendously excited about what will ensue as we
develop. Its like building the plane while flying
it, says Francis. Its important to be respectful
of the past because what existed in the past was
not broken. Its not about fixing the past, but the
new strategy requires a new point of view for the
business model.
Francis and the new team are thoughtfully
exploring exactly where the opportunities exist
across every platform, category and territory to
create new businesses and reinforce DreamWorks
as the global family entertainment hub every day of
the year.
For North American Licensing Opportunities
Visit The Joester Loria Group, Booth #C111
For International Licensing Opportunities
Visit Booth #K161

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marketing campaigns that reach the
Animal Planet viewer

Donations in the U.S. to Animal Planet's
R.O.A.R. charities, beneting leading animal
organizations, top $1M by year end
THE
BRAND
FOR
ANIMALS
& ANIMAL
LOVERS
OF ALL
AGES!
80 www.licensemag.com June 2013
By Amanda Cioletti
C
onsumer products inspired by films is a classic sector for
licensed merchandise. And early box office estimates for
massive blockbusters like Marvels Iron Man 3, which took
in $174.1 million domestically and $198.4 million overseas in its
opening weekend in early May and crossed the $1 billion mark 23
days later, clearly show the enormous potential to market goods to
an eager fanbase. The earning potential on product programs is
great, and the amount of touchpoints a film can inspire is second
to none.
To that end, License! Globals presents its annual Flick Pics
feature as a resource to chart films with licensing potential in
2013, 2014 and even into 2015.
As mentioned, Marvel has a wealth of film properties set to
debut over the next several years. With the completion of what
the studio has dubbed Phase 1 of the Marvel movie universe
with the release of last years staggeringly lucrative The Avengers
(it drew more than $1.5 billion worldwide), the new film slate
on the horizon suggests an equally strong slate. Films such as
Thor: The Dark World, Captain America: The Winter Soldier and
The Avengers 2 are just a few movies that licensees should most
certainly keep on their radar.
Disney Pictures has several animated films scheduled for release
in 2013 and beyond such as Monsters University and Planes that, if
their predecessors are any indication, will sell-through on shelf.
DreamWorks brings new franchises to the table with films such
as Turbo, Mr. Peabody & Sherman and Happy Smekday!, along with
sequels such as How to Train Your Dragon 2, Penguins of Madagascar
and Kung Fu Panda 2 with obvious product program potential.
Lionsgate will release the second, third and now fourth films in
The Hunger Games franchise (the program for the first movie was
a massive success at retail for the studio and its licensing agent
Striker Entertainment), while Warner Bros. will complete its The
Hobbit franchise in 2013 and 2014. Not to be outdone by Marvel,
Warner Bros. has also got a new superhero franchise on its hands
with this summers release of Man of Steel, a re-telling of the classic
Superman legend.
But these ber popular blockbusters are just the tip of the
iceberg for films with licensed product potential. Inside these
pages, find a guide to what you need to know for film licensing in
the years to come.
Title & Release Date Synopsis Licensees & Partners
Disney Pictures
Monsters
University
June 21, 2013
Screaming with laughter and oozing with
heart, Disney/Pixars Monsters University
unlocks the door on how Mike and Sulley
overcame their differences and became best of
friends.
Spin Master, Fisher-Price, Just
Play, Jay Franco, Zak, Global
Design Concepts, Freeze,
Handcraft and Bentex.
The Lone Ranger
July 3, 2013
From producer Jerry Bruckheimer and director
Gore Verbinski comes The Lone Ranger, a
thrilling adventure infused with action and
humor, in which the famed masked hero is
brought to life through new eyes. Native
American spirit warrior Tonto (Johnny Depp) recounts the untold tales that
transformed John Reid (Armie Hammer), a man of the law, into a legend of
justice, as the two unlikely heroes must learn to work together and fight against
greed and corruption.
NECA, LEGO, Robin Rotenier,
The Bohlin Co. and Will
Leather Goods.
82 www.licensemag.com June 2013
Disney Pictures continued
Planes
Aug. 9, 2013
Planes is a 3D action-packed comedy event
starring Dusty, a plane who dreams of
becoming a high-flying racer. Hes forced
to overcome one major challengehis fear
of heightswhen he gets the once-in-a-
lifetime chance to take on the most exciting
and competitive air race in history.
Mattel, LEGO, Thinkway, Fast
Forward, Jay Franco, Zak and
Childrens Apparel Network.
The Muppets
Again!
March 21, 2014
The Muppets Again! takes the entire Muppets gang on a global tour, selling
out grand theaters in some of Europes most exciting destinations. But mayhem
follows the Muppets overseas as they find themselves unwittingly entangled
in an international crime caper headed by Constantine, the Worlds No.1
Criminal and a dead ringer for Kermit, and his dastardly sidekick Dominic.
Currently seeking licensees/
partners across all categories.
Maleficent
July 2, 2014
Maleficent is the untold story of Disneys
most iconic villain from the 1959 classic
Sleepy Beauty. A beautiful, pure-hearted
young woman with stunning black wings,
Maleficent (Angelina Jolie) has an idyllic
life growing up in a peaceful forest
kingdom, until one day an invading army
of humans threatens the harmony of the
land. Maleficent rises to be the lands fiercest protector, but she ultimately
suffers a ruthless betrayalan act that begins to turn her pure heart to stone.
Bent on revenge, Maleficent faces an epic battle with the king of the humans
and, as a result, places a curse upon his newborn infant Aurora. As the child
grows, Maleficent realizes that Aurora (Elle Fanning) holds the key to peace in
the kingdomand to Maleficents true happiness as well.
Currently seeking licensees/
partners across all categories.
Finding Dory
Nov. 25, 2015
No synopsis available. Currently seeking licensees/
partners across all categories.
DreamWorks Animation
Turbo
July 17, 2013
Turbo is a high-velocity 3D comedy about an ordinary snail who dares to dream
bigand fast. After a freak accident miraculously gives him the power of super-
speed, Turbo embarks on an extraordinary journey to achieve the seemingly
impossible: competing in the Indianapolis 500. But not everyone thinks this
mollusk has the muscle to make it to the winners circle, and its only with the
help of his tricked-out, streetwise snail crew that this ultimate underdog proves
that no dream is too big, and no dreamer too small.
Mattel (master toy partner).
Mr. Peabody &
Sherman
March 7, 2014
Based on Jay Wards classic cartoon, Mr. Peabody & Sherman is the story of
the worlds smartest doga Nobel Laureate, Olympian, master chef, advisor
to heads of state and captains of industry... you get the picture... and his son,
Sherman (who happens to be a boy).
Currently seeking licensees/
partners across all categories.
How to Train Your
Dragon 2
June 20, 2014
The thrilling second chapter of the epic How to Train Your Dragon trilogy brings
back the fantastical world of Hiccup and Toothless five years later. While Astrid,
Snoutlout and the rest of the gang are challenging each other to dragon races (the
islands new favorite contact sport), the now inseparable pair journey through the
skies, charting unmapped territories and exploring new worlds. When one of their
adventures leads to the discovery of a secret ice cave that is home to hundreds
of new wild dragons and the mysterious Dragon Rider, the two friends find
themselves at the center of a battle to protect the peace.
Spin Master (master toy
partner).
84 www.licensemag.com June 2013
DreamWorks Animation continued
Happy Smekday!
(working title)
Nov. 26, 2014
Based on the critically acclaimed book The True Meaning of Smekday by
Adam Rex, Happy Smekday! is a comedy adventure that tells the tale of the
galaxys most optimistic alien. When he finds himself on the run from his own
alien race, hes forced to team up with a fiercely stubborn teenage girl Gratuity,
aka Tip (voiced by Grammy award winner Rihanna). Together they become
the most unlikely fugitives ever to save the planet.
Currently seeking licensees/
partners across all categories.
Penguins of
Madagascar
March 27, 2015
Featuring the beloved penguins from DreamWorks Animations Madagascar
franchise.
Currently seeking licensees/
partners across all categories.
B.O.O.: Bureau
of Otherworldly
Operations
June 5, 2015
No synopsis available. Currently seeking licensees/
partners across all categories.
Kung Fu Panda 3
Dec. 23, 2015
Continuing on his now legendary adventures of awesomeness, Po must face two
hugely epic, but very different threats: one supernatural and the other a little
closer to home.
Currently seeking licensees/
partners across all categories.
Lionsgate
The Hunger
Games: Catching
Fire
Nov. 22, 2013
The Hunger Games: Catching Fire begins as Katniss Everdeen has returned
home safe after winning the 74th annual Hunger Games along with fellow
tribute Peeta Mellark. Winning means that they must turn around and leave
their family and close friends, embarking on a Victors Tour of the districts.
Along the way Katniss senses that a rebellion is simmering, but the Capitol is
still very much in control as President Snow prepares the 75th Hunger Games
(The Quarter Quell)a competition that could change Panem forever.
Currently seeking licensees/
partners across all categories.
A Madea
Christmas
Dec. 13, 2013
In A Madea Christmas, Madea gets coaxed into helping a friend pay her
daughter a surprise visit in the country for Christmas, but the biggest surprise
is what theyll find when they arrive. As the small, rural town prepares for its
annual Christmas Jubilee, new secrets are revealed and old relationships are
tested while Madea dishes her own brand of Christmas spirit to all.
Currently seeking licensees/
partners across all categories.
I, Frankenstein
Jan. 24, 2014
Set in a dystopic present where vigilant gargoyles and ferocious demons rage
in a battle for ultimate power, Victor Frankensteins creation Adam finds
himself caught in the middle as both sides race to discover the secret to his
immortality.
Currently seeking licensees/
partners across all categories.
Single Moms Club
May 9, 2014
Brought together by an incident at their childrens school, a group of single
mothers from different walks of life bond and create a support group that helps
them find comedy in the obstacles of life, as well as their inner strength to
overcome their personal challenges.
Currently seeking licensees/
partners across all categories.
The Hunger Games:
Mockingjay Parts
1 and 2
Nov. 21, 2014 and Nov. 20,
2015
These movies make up the third and fourth films in a series that has
captivated audiences around the world. In Mockingjay, we follow heroine
Katniss Everdeens journey as she leads the districts of Panem in a rebellion
against the tyrannical and corrupt Capitol. As the war that will determine
the fate of Panem escalates, Katniss must decipher for herself who she
can trust and what needs to be done, with everything she cares for in the
balance.
Currently seeking licensees/
partners across all categories.
86 www.licensemag.com June 2013
Lionsgate continued
Norm of the North
2015
A polar bear of many words, Norms greatest gripe is simple: there is no room
for tourists in the Artic. But when a developer threatens to build luxury condos
in his own backyard, Norm does what all normal polar bears would dohe
heads to New York City to stop it.
Currently seeking licensees/
partners across all categories.
Marvel Studios
The Wolverine
July 26, 2013
Hugh Jackman returns as Logan travels
to Japan in a new solo adventure.
Hasbro, LEGO, Mad Engine,
Hallmark and Upper Deck.
Thor: The Dark
World
Nov. 8, 2013
Thor battles to save Earth and the Nine
Realms from a shadowy enemy that
predates the universe itself.
Hasbro, LEGO, Mad Engine
and Hallmark.
Captain America:
The Winter Soldier
April 4, 2014
Super-soldier Steve Rogers continues his
affiliation with Nick Fury and S.H.I.E.L.D.,
and struggles to embrace his role in the
modern world.
Hasbro, LEGO and Mad
Engine.
The Amazing
Spider-Man 2
May 2, 2014
Spider-Man must save New York from the
electrifying power of fan-favorite villain,
Electro.
Hasbro and Mad Engine.
X-Men: Days of
Future Past
July 18, 2014
No synopsis available. Currently seeking licensees/
partners across all categories.
Guardians of the
Galaxy
Aug. 1, 2014
No synopsis available. Hasbro and LEGO.
88 www.licensemag.com June 2013
Marvel Studios continued
The Avengers 2
May 1, 2015
No synopsis available. Hasbro and LEGO.
Ant-Man
Nov. 6, 2015
No synopsis available. Currently seeking licensees/
partners across all categories.
Paramount Pictures
World War Z
June 21, 2013
The story revolves around United Nations employee Gerry Lane (Brad Pitt),
who traverses the world in a race against time to stop the Zombie pandemic
that is toppling armies and governments and threatening to decimate
humanity itself.
Currently seeking licensees/
partners across all categories.
Anchorman 2
Dec. 20, 2013
Ron Burgundy and the Channel 4 News Team reunite in the long-awaited
follow-up to 2004s smash comedy.
Currently seeking licensees/
partners across all categories.
Jack Ryan
Dec. 25, 2013
Tom Clancys hero, Jack Ryan, returns to the big screen for the fifth installment
of the $787 million global film franchise. Starring Chris Pine, this original
story follows Ryan through modern day Moscow in a high stakes action
thriller.
Currently seeking licensees/
partners across all categories.
Noah
March 28, 2014
Noah is a faithful adaptation of the biblical story of Noahs Ark, the original epic
adventure. In a world ravaged by human sin, Noah is given a divine mission: to
build an ark and save creation from the coming flood.
Currently seeking licensees/
partners across all categories.
Teenage Mutant
Ninja Turtles
May 16, 2014
First introduced as a comic book series in 1984, the Teenage Mutant Ninja
Turtles franchise boasts an animated TV show, a live-action television series,
four films and a billion dollar consumer products business. In 2014, the Turtles
will take to the big screen in a live action reboot that follows their adventures
as they fight evil from their home base in the New York sewer system.
Currently seeking promotional
partners. (For licensing
inquiries, contact Nickelodeon.)
Transformers 4
June 27, 2014
Director Michael Bay brings audiences a new take on the Transformers
franchise with the fourth installment of the series based on the Hasbro toy
line. The most recent installment of the franchise, Transformers: Dark of the
Moon, is the fourth highest global grossing film of all time, with $1.24 billion in
worldwide box office sales.
Currently seeking promotional
partners. (For licensing
inquiries, contact Hasbro.)
Hercules
Aug. 8, 2014
Dwayne Johnson stars as the legendary strongman in this adaptation of the
best-selling graphic novel Hercules: The Thracian Wars. This classic myth will
be re-imagined for the modern audience with this new thrilling, action-filled
adventure.
Currently seeking licensees/
partners across all categories.
(For licensing inquiries, contact
MGM.)
Sony Pictures
After Earth
May 31, 2013
Set 1,000 years in the future, a boy navigates an abandoned Earth to save
himself and his estranged father after their ship crashes.
Currently seeking licensees/
partners across all categories.
90 www.licensemag.com June 2013
Sony Pictures continued
The Smurfs 2
Aug. 2, 2013
In this sequel to the hybrid live action/animated family blockbuster comedy The
Smurfs, the evil wizard Gargamel creates a group of mischievous Smurf-like
creatures called the Naughties to harness the all-powerful, magical Smurf-
essence. But when he discovers that only a true blue Smurf can give him what
he wants, Gargamel kidnaps Smurfette. To save her, Papa and the Smurfs
return to our world.
Currently seeking licensees/
partners across all categories.
International licensing by
IMPS.
Cloudy 2: Revenge
of the Leftovers
Feb. 7, 2014
In the wake of the disastrous food storm at the end of the first movie, Flint
Lockwood and his friends are forced to leave their town of Swallow Falls. But
when it is discovered that sentient food beasts have overrun the island, they
are asked to return to save the worldagain.
Currently seeking licensees/
partners across all categories.
Summit Entertainment
Enders Game
Nov. 1, 2013
In the near future, a hostile alien
race has attacked Earth. In
preparation for the next attack, the
humans begin training only the
best students to find their future
leader. Ender Wiggin, a shy, but
strategically brilliant young man,
is pulled out of his school to join the
elite. He is soon ordained as the
militarys next great hope and is charged in leading his fellow soldiers into an
epic battle that will determine the future of Earth and save the human race.
Abrams, Anovos, Cardinal,
Concept One, Cryptozoic,
Funko, Hybrid Apparel, HP,
Insight Editions, Odd City
Entertainment, Pyramid and
Scholastic.
Divergent
March 21, 2014
Divergent is a thrilling adventure
set in a future world where people
are divided into distinct factions
based on their personalities. Tris
Prior (Shailene Woodley) is warned
she is Divergent and will never fit
into any one group. When she
discovers a conspiracy to destroy
all Divergents, she must find out
what makes being Divergent so
dangerous before its too late.
Currently considering
licensees/partners across all
categories.
Twentieth Century Fox
Epic
May 24, 2013
From the creators of Ice Age and
Rio, Epic tells the story of an
ongoing battle between the forces
of good, who keep the natural
world alive, and the forces of evil,
who wish to destroy it. When a
teenage girl finds herself magically
transported into this secret
universe, she teams up with an
elite band of warriors and a crew
of comical, larger-than-life figures, to save their world... and ours.
Dream International,
Hallmark, Preferred
Commerce, HarperCollins
Publishers, Five Mile Press,
Titan Books and Acme
Animation Archives.
www.peppapig.com
www.facebook.com/OfficialPeppaPig
Peppa Pig Astley Baker Davies Ltd /
Entertainment One UK Ltd 2003. All Rights Reserved.
COME VISIT US AT THE
VEGAS LICENSING EXPO BOOTH #K-167
Fastest growing
preschool toy brand
in Australia
No 1 pre-school
publishing license
in Italy
Winner of
Best Entertainment
Brand in Spain
UKs no 1 selling
pre-school toy licence
for the last 3 years*
Top rated show
on Nick Jr., airing
daily in USA
2012 Retail launch
in Greece across 180
stores, with toys selling
out within two weeks
*NPD Full Year 2010, 2011 and 2012
Now Broadcast in
over 180 territories
globally
Multi
award
winning
animation
Simons
Cat books
published in
27 countries
Copyright Simons Cat Ltd. 2009.
120+
products
in range
Brand
new global
representation
& brand
expansion
plans
Brand new
PQWERHE
series of specials
for global
distribution
Featuring
the many
characters of
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best selling
books
www.simonscat.com
358 million
views and
1.72 million
subscribers on


core channel
92 www.licensemag.com June 2013
Twentieth Century Fox continued
Percy Jackson: Sea
of Monsters
Aug. 7, 2013
Based on the best-selling book, Percy Jackson: Sea of Monsters continues
the young demigods epic journey to fulfill his destiny. To save their world,
Percy and his friends must find the fabled and magical Golden Fleece.
Embarking on a treacherous odyssey into the uncharted waters of the Sea of
Monsters (known to humans as the Bermuda Triangle), they battle terrifying
creatures, an army of zombies and the ultimate evil.
Currently seeking licensees/
partners across all categories.
Rio 2
April 11, 2014
Rich with grandeur, character, color and music, Rio 2 finds Jewel (Anne
Hathaway), Blu (Jesse Eisenberg) and their three kids leaving their
domesticated life in that magical city for a journey to the Amazon. They
encounter a menagerie of characters who are born to be wild, voiced by
Oscar nominee Andy Garcia, Oscar/Emmy/Tony winner Rita Moreno,
Grammy winner Bruno Mars and Tony winner Kristin Chenoweth.
Currently seeking licensees/
partners across all categories.
Universal Pictures
Despicable Me 2
July 3, 2013
Get ready for more Minion
madness in Despicable Me 2.
Chris Meledandri and his
filmmaking team create an
all-new comedy adventure
featuring the return of
(former?) super-villain Gru
(Steve Carell), his adorable
girls, the unpredictably
hilarious Minions... and a
host of new and outrageously funny characters.
Thinkway Toys (master toy
licensee), Hasbro, Gameloft and
Hybrid Apparel.
47 Ronin
Dec. 25, 2013
Keanu Reeves leads the cast as Kai, an outcast who joins Oishi (Hiroyuki
Sanada), the leader of the 47 outcast samurai. Together they seek vengeance
upon the overlord who killed their master and banished their kind. To
restore honor to their homeland, the warriors embark upon a quest
that challenges them with a series of trials that would destroy ordinary
warriors.
Trevco, Master Cutlery and Tor
Books.
Minions
Dec. 19, 2014
The Minions, breakout stars from Despicable Me, are presented in an origin
story that showcases their unpredictable personality and physicality, and
pairs them with equally memorable human characters. As it turns out,
Minions have existed since the beginning of time. They have evolved from
single (yellow) cell organisms into the familiar beings we know, and they live
for a collective purpose: to seek out and serve the most despicable master
they can find. Academy Award winner Sandra Bullock will lead the voice
cast of the human characters as Scarlet Overkill, the worlds reigning super-
villain of the 1960s.
Currently seeking licensees/
partners across all categories.
Untitled
Illumination
Entertainment
Project
July 3, 2015
Following the blockbuster success of Despicable Me, Hop and Dr. Seuss The
Lorax, and the highly anticipated upcoming releases of Despicable Me 2
and Minions, Illumination Entertainment will bring audiences an all-new,
original 3D film to theaters.
Currently seeking licensees/
partners across all categories.
8O\Sb 2e]aYW\ j DWQS >`SaWRS\b ]T :WQS\aW\U j "#"%%$ j 8O\Sb2e]aYW\.:WdS<ObW]\Q][
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94 www.licensemag.com June 2013
Universal continued
Jurassic Park 4
no release date set
Steven Spielberg returns to produce the long-awaited next installment of his
groundbreaking film series, Jurassic Park 4. The epic action-adventure will
be shot in 3D.
Hasbro (master toy licensee).
Warner Bros. Pictures
Man of Steel
June 14, 2013
From Warner Bros. Pictures
and Legendary Pictures
comes Man of Steel, starring
Henry Cavill in the role of
Clark Kent/Superman, under
the direction of Zack Snyder.
Mattel (master toy licensee),
LEGO, Rubies Costume
Co., Thinkway Toys, Jakks
Pacific, Cardinal Industries,
Sideshow Collectibles, Noble
Collection, NECA, Funko and
SquareEnix.
The Hobbit:
The Desolation
of Smaug
Dec. 13, 2013
From Academy Award winning filmmaker Peter Jackson comes The
Hobbit: The Desolation of Smaug, the second of three films in the trilogy
based on the classic tale from J.R.R. Tolkien, which continues the
adventure of the title character Bilbo Baggins.
The Bridge Direct and Vivid
Group (master toy licensees),
LEGO, Rubies Costume Co.,
Weta Workshop, The Noble
Collection, United Cutlery,
Bioworld, Jinx, Trevco,
Elope, Pressman Toy, Games
Workshop, Cryptozoic
Entertainment, Ravensburger,
Eaglemoss, HarperCollins
Publishers and Houghton
Mifflin.
The Hobbit:
There and Back
Again
Dec. 17, 2014
From Academy Award
winning filmmaker Peter
Jackson comes The Hobbit:
There and Back Again, the
third film in a trilogy of films
adapting the enduringly
popular masterpiece The
Hobbit, by J.R.R. Tolkien,
which continues the
adventure of the title
character Bilbo Baggins.
The Bridge Direct and Vivid
Group (master toy licensees),
LEGO, Rubies Costume Co.,
Weta Workshop, The Noble
Collection, United Cutlery,
Bioworld, Jinx, Trevco,
Elope, Pressman Toy, Games
Workshop, Cryptozoic
Entertainment, Ravensburger,
Eaglemoss, HarperCollins
Publishers and Houghton
Mifflin.
Godzilla
May 16, 2014
A presentation of Warner Bros. Pictures and Legendary Pictures, the
upcoming tentpole feature film Godzilla is slated to open worldwide
beginning on May 16, 2014.
Currently seeking licensees/
partners across all categories.
Captain McFinn and Friends
is a bully prevention multimedia
adventure series for children
welcome to the
new school of fish
Dive in at captainmcfinn.com
or better yet visit our booth, #E167
at the Las Vegas Licensing Expo 2013
iOS app-isode
for iPad and iPhone
teachers kit
storybooks
music albums
contact us: marketing@captainmcfinn.com
96 www.licensemag.com June 2013
By Laura Heller
After 146 years, Arm & Hammer stays fresh with
licensees even as its younger siblings bring new brand
extensions to Church & Dwight.
H
ow does a 150-year-old brand stay fresh? For
Church & Dwight and its Arm & Hammer
brand, its all about innovation and a steady
stream of licensing opportunities realized.
Church & Dwight established the Arm & Hammer
brandlogo and allin 1867. Its unlikely that
founders Austin Church and John Dwight envisioned
that someday there would be 80 brands and
thousands of products under the corporate banner,
but today, thanks to the strength of the original
brand and licensing efforts, Church & Dwight is a
nearly $3 billion global business.
Eight of the companys 80 brands generate more
than 80 percent of its revenue and profits. These
power brands are market leaders and ripe with
licensing opportunity, and include such recognizable
names as Arm & Hammer, Trojan, OxiClean,
Spinbrush, First Response, Nair, Orajel and Xtra,
According to Church & Dwights annual report, all
eight power brands are market leaders. In 2012, the
company grew share on six of these brands, and its
licensing efforts landed it on License! Globals Top
150 Global Licensors report at No. 89, reporting $250
million in retail sales of licensed product in 2012.
Of these brands, there is a central focus on one in
particular.
Arm & Hammer is the crown jewel in our
franchise among a powerhouse family of brands,
says Tammy Talerico-Payne, director of licensing,
Church & Dwight.
Talerico-Payne says it is important that licensed
product return more of the brand equity than it
borrows. To accomplish this, potential licensees
are carefully considered and, in the case of Arm &
Hammer, each new product must be focused on the
deodorization equity of baking soda.
There are four key areas of focus for Arm &
Hammer:
BabyArm & Hammer is a natural fit in the
nursery. The Munchkin Arm & Hammer Diaper
Disposal System incorporates baking soda into a
diaper pail and bags, as well as offers supporting
products including changing pads and baby
wipes. The entire line is in broad distribution
98 www.licensemag.com June 2013
across national retail accounts after launching in
2010.
Pet productsArm & Hammer and pet waste
management, scooper products, cat litter (along
with accessories including liners, matts and
boxes) and pet oral care products are a focus for
the brand. A new line of Arm & Hammer dog beds
began shipping in the second quarter of this year.
Air careArm & Hammer is relatively new to
this category with HVAC filters, car cabin air
filters, candles and air fresheners. New products
launching this year will include aerosols, gel
beads, solid gels, plug-ins and candles from
Worldcare Products, a new licensee in 2012. Each
of the products will come in five core fragrances
with roughly eight different SKUs for each
fragrance. Two to three seasonal fragrances will
flow in throughout the year, according to Talerico-
Payne. The line will soft launch this year and go
into broader distribution in 2014, which they are
currently pitching to retailers, she says.
Household productsTextiles from London
Luxury include bedding that reduces allergens,
mattress encasements to prevent bedbugs and
dish towels and dishcloths with deodorization
technology. There are also shelf and drawer liners
and cleaning gloves. Fresh Take, a line of food
storage products from Protect Plus, rolled out this
spring. There is also a co-branded product with
Dutch Boy paints.
It hasnt taken long to put together a robust
portfolio of outbound licenses. When Talerico-Payne
joined the company nine years ago, the division
was considerably less established with just three
licensing agreements, all of which have since
lapsed.
I was brought in to mine for strategic partners to
help drive the business, she says.
The first one came shortly after her arrival with
Jarden Consumer Solutions that included small air
purifiers and humidifiers with the Arm & Hammer
brand. Today, the company has hundreds of licensed
products across multiple categories.
Church & Dwight also works with licensing agent
Brandgenuity. The agency is tasked with exploring
opportunities for Church & Dwights other brands,
rising stars within the company like specialty
products OxiClean
and Kaboom. One
such program is a line
of soon-to-be released
cleaning tools from OxiClean
and licensee Kleen Maid that
totals 10 products in all.
Kaboom is a bathroom
cleaning product that has
tremendous equity, as well, says Adina Avery-
Grossman, partner, Brandgenuity. We are trying to
figure out what things they can do in the bathroom
and are about to announce a product that will be
transformative for that brand and the marketplace.
This will be the first licensee for Kaboom.
Additionally, Church & Dwight has outbound
licensing programs for First Response with
reproductive health products. The Trojan brand
has expanded to include peripheries alongside
its core product, while Nair, a hair removal
brand, and Extra, a value-priced laundry
brand, present additional opportunities.
The Orajel franchise is growing with the
addition of a line of teething rings with licensee
Munchkin, an extension of the Baby Orajel
product line launched in January and currently
in limited distribution.
There are also inbound licenses including several
with the Spinbrush family of battery-powered
toothbrushes. The Arm & Hammer Spinbrush with
Tooth Tunes features music from popular recording
artists including One Direction and the Black
Eyed Peas.
As a company, Church & Dwight is very
supportive of licensing from the top downthis
is not an ancillary business, says Jay Asher,
partner, Brandgenuity.
Church & Dwight hosts yearly licensee
summits to explore opportunities and develop
cross-marketing and retail-specific programs.
It can be a challenge for a company, any
company, to innovate, but even after 160
years, continuing to develop and launch new
products is a priority at Church & Dwight.
The challenge to licensees is to lead
through innovation, but all are focused on the
equity of the brand, says Talerico-Payne.
100 www.licensemag.com June 2013
By Amanda Cioletti
The Coca-Cola Company continues to be a powerhouse in the world of
licensing, most recently using its global clout to promote health and
wellness through product extensions and company-wide initiatives.
T
heres arguably no brand that has quite the
awareness that Coca-Cola does worldwide.
As the worlds largest beverage company,
Coca-Colas more than 500 beverages (16 of which
are billion-dollar brands) and products can be
found in over 200 countries and in virtually every
retailer around the globe. It has more than 66
million likes on Facebook, 76,000 followers on
Twitter, more than 3.5 million views on YouTube
and 21,000-plus followers on Instagram.
As part of a larger initiative within the company
to promote healthy, active lifestyles, The Coca-Cola
Company is a founding member of the Healthy
Weight Commitment Foundation, which aims to
reduce 1.5 trillion calories in the U.S. marketplace
by 2015. As part of this movement, Coca-Colas
licensing division is ramping up its consumer
products and partnerships to support health and
wellness.
In order for The Coca-Cola Company to succeed
as a business, it is critical that the communities
we operate in are sustainable, says Kate Dwyer,
group director, worldwide licensing, The Coca-
Cola Company. Accordingly, we have focused
time, energy and resources against encouraging
consumers to live active, healthy lifestyles. We
believe in the importance of energy balance
balancing the calories that go in with the
calories that go out. We believe that this can be
achieved through fun, engaging activities such as
swimming, skiing and cycling. We have developed
an extensive range of Coca-Cola licensed products
that support our direction.
Deals that have been executed under this
initiative are interesting and innovative for the
brand, including a first-ever global deal with
Bomber, the official supplier of equipment for both
the U.S. and Canadian National ski teams.
Bomber, a heritage ski maker with more than
32 years of building experience, will manufacture
hand-crafted Coca-Cola-branded skis. Five
styles have been developed for Coca-Cola, and
the collection will ultimately extend to include
snowboards, goggles, helmets and other snow
Kate Dwyer, group director,
worldwide licensing, The
Coca-Cola Company
A
l
w
a
y
s
June 2013 www.licensemag.com 101
gear. The deal is worldwide, with product hitting
market in sporting goods and specialty retailers
in the U.S., Canada, Mexico, Spain, Switzerland,
the U.K., Austria, France, Italy and Germany. The
European program is already underway, and
the North American program is due to launch
in the fourth quarter of this year. While the deal
is structured as a licensing arrangement, Coca-
Cola has received interest in the equipment from
professional skiers.
Another deal Dwyer and team have secured
on behalf of Coca-Cola is for Nirve bicycles. The
deal runs through December 2014 and includes
Coca-Cola-branded bikes to be sold in the U.S. and
Canada through specialty retailers, as well as online
via HSN, Amazon and other e-commerce sites. In
March, Coca-Cola also signed on for another bicycle
deal with a licensee in Japan. Italy-based Santini
will additionally roll-out a full collection of cycling
performance wear in July.
Sports balls are another extension that falls
under the initiative, and one that has been in place
for some time. The Coca-Cola-branded baseballs,
volleyballs and soccer balls are sold in retail outlets
in North America including its own stores and
through its e-tailer, Coca-ColaStore.com.
Additional products include athletic footwear by
its largest global licensee, Sugar Shoes, as well as
several licenses for Coca-Cola-branded swimwear,
including with AMC and Sahinler.
These products, and others in the pipeline,
are cornerstones to bolstering the Coca-Cola
brand message and to ensuring the lifespan of its
seemingly ageless core products.
Every licensed product that we develop is a
lasting embodiment of the brand that continues to
have a life, provoke reconsideration and ultimately
consumption of our
beverages again and
again, says Dwyer.
Promotions also play a
large role in furthering
Coca-Colas message for
health and wellness.
Last fall, Coca-
Cola entered into a
venture partnership,
says Dwyer, with
Endomondo, a social
fitness community with
more than 12 million
users worldwide. The
newly formed strategic
alliance combines the
global reach of Coca-
Cola with Endomondos
first-of-its kind mobile app and social network to
bring communities around the world together with
the tools they need to reach their fitness goals.
Under the new global agreement, Coca-Cola
will help Endomondo grow its existing user base
and enter into new markets and territories, while
helping develop the apps functionality and drive
innovation.
(Coca-Colas) first contribution can be seen
through a new Powerade hydration feature, which
educates users about how much they need to drink
during and after each workout for optimum hydration
levels to enhance performance, says Dwyer.
Research has shown that dehydration resulting in as
little as a 2 percent decrease in body mass can begin
to reduce both physical and mental performance.
By being properly hydrated, athletes can perform at
higher levels. Endomondos new hydration feature
supports effective functioning of the body, and
promotes general health and well-being.
For Coca-Cola, licensing is a valuable resource to
continue to keep the global corporate brand top of
mind, year after year.
At Coca-Cola we view licensing as a powerful
marketing tool, says Dwyer. It provides us with
an opportunity to support, enhance and ultimately
extend our brand messages through relevant
product categories. Our goal is to provide unique
and compelling products that build preference for
our brands and, ultimately, inspire moments of
happiness.

The original television classic

JUNE 2013 VOLUME 16 NUMBER 3
50 years and still glowing!
Rudolph the Red-Nosed Reindeer & / The Rudolph Co., L.P.
All elements under license to Character Arts LLC. All rights reserved. Prestige Toy Corp., N.Y., 10001
Pictured from front: Meridith Flom, Aaron Burakoff,
Jonathon Flom and Danielle Flom.
June 2013 www.licensemag.com 105
This exclusive tribute to an iconic property reveals how Character Arts is expanding the
brands licensing and promotional strategy to celebrate Rudolphs special milestone in 2014
and extend the franchise worldwide for years to come.
W
hile millions of fans are exposed to the classic story of Rudolph
the Red-Nosed Reindeer every year during the Christmas holiday
season, Jonathon Flom and his family experience this story every
day as they gear up to celebrate the 50th anniversary of the iconic and
beloved television special in 2014.
Flom, president of Character Arts, the agency exclusively representing
Rudolph the Red-Nosed Reindeer, has big plans for a comprehensive brand
licensing program that includes everything from traditional gifts and toys to
live events and special promotions that will not only re-energize the brand,
but also further expand the franchise for years to come.
Many of the licensees, retailers and advertisers have the same deep
connection to the Rudolph tradition as Rudolphs most avid fans, says Flom.
This provides a foundation for fun, creative, productive and often very long-
term relationships.
The Windows Phone Speed
Dating spot, produced by
Bent Image Lab.
106 www.licensemag.com June 2013
The extraordinary
popularity of the
Rudolph franchise,
which is based solely on
the original television
special that first aired
in December 1964 on
NBC, has resulted in a
true family nostalgia
brand that transcends
generations and continues to grow. The movie has
not been changed, and the original stop-motion
animation continues to air annually on the CBS
network as a holiday special featuring Rudolph and
a host of supporting characters including the Misfits.
The television special is also available fully-restored
on Blu-Ray.
A Family Affair
Flom first became involved with the Rudolph
property in the early 1990s while working at
Broadway Video. In addition to working on various
aspects of licensing for Saturday Night Live, Flom
was part of the team that assembled and enhanced
the libraries that were aggregated and first sold to
Golden Books in 1996, now owned by DreamWorks
Animation following the acquisition of Classic Media
last year.
With respect to Rudolph, DreamWorks Animation
has the rights to distribute the existing special on
television and on video, but its rights do not include
brand licensing or new production.
Shortly after the Golden Books transaction,
Flom (as an independent contractor) led the effort
to consolidate the rights that were necessary for
the first continuity program at CVS in 1998 that
launched the licensing program with the entire
family of characters from the TV special.
Prestige Toys was one of the first licensees to
sign up for the Rudolph licensing program, and it
is one of the best decisions weve ever made, says
Bob Gershin, owner, Prestige Toys. We couldnt
An all-new 4D attraction film with interactive exhibits is
heading to theme parks, museums, zoos, aquariums and
other locations around the world.
The Rudolph stage show will
roll out to more than 20
markets in 2014.
108 www.licensemag.com June 2013
be more excited about the upcoming anniversary
celebration.
In 1999, Flom, whose background includes a legal
education, broadcast standards and business affairs
at CBS, and business development, production and
licensing experience at HBO, in addition to Broadway
Video, formed Character Arts.
Shortly thereafter, Character Arts and Rudolph
decided to be independent together, Flom says,
quoting an iconic line from the special, spoken by
character Hermey to Rudolph.
Character Arts is a bona fide example of a family
business, and its spirit and passion for the Rudolph
franchise and what it represents is unparalleled in
todays marketplace where major studios, television
networks and licensing agents dominate.
Character Arts became the licensor of record
in 2005, according to Flom, and almost all of its
resources are focused on Rudolph exclusively.
Floms wife and partner, Meridith, who spent a
big part of her career working in creative at Scali,
McCabe & Sloves, manages the creative side of the
business. Floms son-in-law, Aaron Burakoff, whose
background includes a degree from Harvard, an
MBA from Columbia and has held positions with LEK
Consulting and American Express, handles business
development and operations. Floms daughter
Danielle, who has been attending Licensing Expo
since she was 15-years-old, focuses on products and
creative asset development.
Seasonal properties have inherent limitations
and need to be managed very efficiently, says Flom.
Our family lives, eats and breathes Rudolph, so we
all know whats going on with most everything at all
times. This gives us the ability to provide very fast
turnaround and great service to licensees.
Character Arts also has in-house staff including
finance, business affairs and administration.
Approach to the Brand
Flom believes that Rudolph is more than an
entertainment brand and is a property that calls for
a non-traditional approach.
Rudolph should not feel like it is just another
business to the consumer, so we try to be invisible
handlers, says Flom. That is one of the reasons why
Rudolph is best managed outside of an entertainment
company or corporate environment where it might
Walk-around characters are now available for appearances at theme
parks, malls, schools and other special events.
be perceived as too commercial, and the value might be
undercut if it is perceived by the consumer as part of a
portfolio of properties.
According to Flom, Character Arts does not permit
Rudolph to pitch or directly endorse products or services,
but works closely with advertisers to try to find ways to
work within this frameworkhumor is often a solution. For
example, Verizon used a Misfit iPhone during the coverage
wars, and Microsofts Windows Phone did a promotion
using The Abominable Snow Monster and friends as they
remotely coached him through a speed dating session.
The characters from the Rudolph TV special have a
tremendously broad appeal and represent an important way
for our clients to connect emotionally with their consumers
during the holiday season, says Brent Poer, president,
LiquidThread, agency for Microsoft. Its the content and
stories that matterlike the Rudolph campaignand that
people value and share.
Flom says that the specials characters do not co-mingle
with other characters from other entertainment either.
The Rudolph DVD is often sold in a multi-pack that is
marketed as the Christmas Classics, but that branding never
crosses over into the licensing program, he says.
Anniversary Initiatives
The merchandising program, which started in a mass
retail environment with CVS, has expanded into all
channels. The foundation of the 50th anniversary licensing
program, according to Flom, is the launch of new live
entertainment traditions that include stage shows, theme
parks, a 4D experience and celebrity participation.
Stage showsOur focus is on making the show accessible
to as many fans as possible, says Flom.
Flom envisions at least 20 major markets having a
Rudolph show for the entire season starting in 2014
and continuing as an annual tradition thereafter with
additional markets planned. In 2013, the Rudolph stage
shows will be in Atlanta, Dallas, Orlando and Chicago.
110 www.licensemag.com June 2013
on the 50
TH
Anniversary of
the original television classic
The Macmillan Childrens Publishing Group
is proud to be publishing picture books, board books,
a beginning reader, and the exciting new graphic novel,
THE ISLAND OF MISFIT TOYS,
coming Christmas 2014!
Rudolph the Red-Nosed Reindeer & / The Rudolph Co., L.P. All elements under license to Character Arts LLC. All rights reserved.
childrens publishing group mackids.com
TO OUR FRIENDS AT CHARACTER ARTS
Youve passed silver and now youre gold!
Build-A-Bear Workshop
puts its unique stamp on
the classic characters.
June 2013 www.licensemag.com 111
Since the TV special itself is a puppet musical, we first
worked with the Center for Puppetry Arts (curators for
the Jim Henson puppet collection) to develop and produce
a truly faithful adaptation, explains Flom. That show is
now going into its fourth year and has become an Atlanta
fixture.
We are thrilled to be a part of bringing the magic of
Rudolph into the world of live entertainment. We rarely
repeat a holiday show, and the fact that this production
is going into its fourth seasonwith no end in sightis a
testament to Rudolphs cultural significance, says Vince
Anthony, chairman, Center for Puppetry Arts.
We then turned to First Stage, a quintessential family
theater company, to further adapt the production so that
it could be simply and faithfully replicated in multiple
markets across North America, says Flom.
Says Jeff Frank, artistic director, First Stage: The
Rudolph TV special was conceived as a musical, so
the adaptation was totally organic. We developed a
production concept that, through the use of actors and
puppeteers, created a living environment that felt in
keeping with the handcrafted quality of the original
special. Audiences loved the feeling of walking into the
theater and stepping into that world they remember
so fondly. Our success with Rudolph in Milwaukee has
opened the door for us to expand our own brand by
becoming a presenter in Chicago.
Joe Sturgeon of Wishing Star Productions says: We
have signed up for Dallas, Houston, San Antonio and
Austin, and hope to use this opportunity to expand our
company into regional markets outside of Texas.
Theme parksCharacter Arts first partnered with
Herschend Family entertainment, which are, says Flom,
the most Christmas-friendly venues. Its properties include
Dollywood, Silver Dollar City, Stone Mountain Park and
Adventure Aquarium.
We are currently negotiating with numerous other
locations to fill out the territories not covered by
CELEBRATES
THE MOST
FAMOUS
REINDEER OF
ALL
HAPPY
ANNIVERSARY!
Rudolph the Red-Nosed Reindeer & or Te Rudolph Co., L.P. All elements under license to Character Arts, LLC. All rights reserved.
For more information on licensing with Department 56
please visit www.department56.com/licensing
the Herschend properties, says Flom. These
attractions will run the spectrum and include
things like walk-around characters, light shows,
short- and long-form live shows, Christmas parades
and more.
4D experienceAccording to Flom, the Rudolph 4D
experience is currently in development with Pure
Imagination Studios.
It will incorporate stop-motion and CGI to create
the thrill of flight with seat motion, wintery blasts
from inside Santas sleigh and smells of cookie
baking and peppermint from Mrs. Claus kitchen,
explains Flom.
The experience will also include exhibits,
workshops, displays of sets and characters and
themed, interactive educational kiosks. The
outlets for this attraction include museums,
zoos, aquariums, theme parks and other special
screening venues around the world.
Celebrity initiativesAccording to Flom, Rudolph
has a lot of celebrity fans, and he expects to get
them to participate in such things as cameos
in their home town Rudolph stage productions,
comedic anecdotes about times in their lives
that they have felt like a misfit and special
performances of the songs from the TV special.
We expect these new live entertainment
initiatives to keep Rudolph at the center of families
Christmas celebrations for many years to come,
says Burakoff. Through attending a Rudolph stage
show, taking interactive sleigh rides or mingling
with Rudolph and his friends at theme parks, zoos
and museums, children and parents will continue
to associate Rudolph with magic and spirit of
Christmas every year.
Marketing and Licensee Support
Flom plans to get various marketing partners to
participate in the anniversary celebration, including
DreamWorks for retail-specific programs that
integrate the DVD and licensed product marketing,
and CBS, which Flom hopes will build on the 40th
Misfit superheroes: Rudolph
and Hermey the Elf.
anniversary efforts it participated in.
Our sponsorship and licensee relationships
have built over the years with companies like
Microsoft, Hallmark, Verizon and Build-a-Bear and
have become an integral part of Rudolphs holiday
tradition, says Flom.
For Build-A-Bear Workshop, Rudolph the Red-
Nosed Reindeer has become an important part of our
holiday business, says Teresa Kroll, chief marketing
and entertainment bear, Build-a-Bear Workshop.
Through this special licensing colla-bear-ation,
we have been able to bring this beloved brand to
life in new ways. Build-A-Bear Workshop is the only
place where you can make your own Rudolph and
Clarice, dress them from head to hoof and even
add the Rudolph The Red-Nosed Reindeer song.
We look forward to continuing this long-standing
relationship.
At the core of the Rudolph franchise are extensive
product assortments from Character Arts and
more than 75 licensees that keep fans connected
every year. In the early
stages of development
for anniversary-specific
products is a new graphic
novel from Macmillan
Kids and a Silver and Gold
line from Department 56,
says Flom.
I am crazy about both the brand and the team
at Character Arts, says Mary Adams, marketing
director, Department 56. I have personally been
involved with this license for more than 10 years,
and it just keeps getting better.
The TV special, of course, is at the heart of this
anniversary celebration.
Its about celebrating the original story
and adding new dimensions that enhance the
experience, says Flom. The 50th anniversary gives
us the chance to take off in thrilling new ways that
put fans in touch with the emotions at the heart of
Rudolphs story.

116 www.licensemag.com June 2013
By Amanda Cioletti
Music artist Flo Rida is ready to license
his brand around the world.
Flo Ridaglobal, all across America/When were here together/Gon to take it to
the next level.
With the
GOIN
FLO
I
ts possible that the lyrics to hip-hop artist Flo Ridas latest single, Tell Me
When You Ready, are postulating not just on a charged night out, but also
the burgeoning brand business the artist is building. He may be known
popularly in the clubs, on the dance scene and on Billboards Hot 100 charts, but
increasingly Flo Rida is constructing a business around his image and capitalizing
wisely on his personal brand.
Im thankful that my hip-hop roots have expanded into the mainstream.
With that expansion, Ive been encouraged to grow as an artist as well as an
entrepreneur, starting with my independent record label, several community
outreach programs and now this progression into licensing, says Flo Rida.
And he is taking the licensing business to that next level with the appointment
of a licensing agent, D3M Licensing Group, to stealthily guide his business into
categories beyond music. D3M, a team with 20-plus years of experience in all
aspects of licensing, led by Marlo Gold, president, will leverage the Flo Rida brand
to extend it into key categories around the globe, as well as endorsement and
promotional deals.
This is Flos first foray into licensing, says Gold. Its time for him to become a
brand, but hes not going into it blindly, ready to throw his name on anything and
everything. He wants to concentrate on things he really believes inhealth and
fitness, sports equipment and lifestyle.
Initially the consumer product program for the artist will focus on apparel,
accessories, consumer electronics and, of course, health and fitness, of which Flo
Rida is a major advocate.
Health, fitness and other things I embody in my lifestyle are what fans ask
about on social media or during meet-and-greets, so its important for me to
North America: Jeoo|fer Co|emao at [co|emao4kmed|a.com 1 212-57-21
Europe: Saodra Arcao at saokar255888kooam|.com +44 1753 271 721
www.yog|oh.com
1996 Kazuki Takahashi
.!3s464/+9/ 1996 Kazuki Takahashi
llAY TO WlN WlTM
VISIT US AT
BOOTH
C135
OlllClAl TkADlNG CAkD AkTWOkk
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TMl WOklDWlDl lMlNOHlNON lOk OVlk
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118 www.licensemag.com June 2013
recognize and utilize that interest
to extend my brand, says Flo Rida,
who appeared on the cover of Muscle
& Fitness magazine in June 2012.
Gold further emphasizes the import of the
health and fitness category to the artist, saying:
Health and fitness is not just an area of interest
for Flo, its his life. He believes that a healthy body
creates a healthy mind, which creates better music
its an overall Zen thing for him.
Keeping in step with his passions, Flo is
launching a new, upscale gym, Flo Fit, in Miami,
Fla., the artists home base. The gymhis firstis
a hardcore fitness facility that incorporates
motivating music (naturally) and flashy design to
push members to that next level. The gym is packed
with variety, incorporating standard resistance
machines, stationary bikes and treadmills with
group classes led by certified personal trainers.
The classes are particularly interesting, as they
combine movements such as sprinting, punching/
kicking bags, flipping tires, weightlifting, spinning
and climbing rope with body weight exercises and
small equipment such as kettlebells and medicine
balls.
The gym is just one such deal for the artist, and
one that falls in line with the brands ultimate
fashion/lifestyle focus.
An additional deal that is perhaps an even more
natural extension and capitalizes on the core Flo
Rida brand is a global licensing and
endorsement deal with IK Multimedia,
a manufacturer of music creation apps,
software, hardware and accessory
products for computer and mobile, for a
professional grade hand-held mic. The
mic, which allows vocalists to make
pro-quality recordings anywhere, will
hit mass market and specialty music
retailers this fall.
IK Multimedia has worked with guitar
players and guitar companies with great
success, and we are excited to work
with international superstar Flo Rida to
expand our offerings, says Gary Kerzner,
managing director, IK Multimedia U.S.
Working with Flo Rida will allow us to
broaden our market as we tap into his global fanbase
of tens of millions of fans.
The IK deal is just one of what is sure to be
many as Flo Ridaand music artists on the whole
increasingly look to licensing, endorsements and
promotions as a serious income generator and as
a way to continue to drive awareness to his global
profile.
Marketing himself as a brand is a smart move,
says Gold. People are not making money like they
once were from selling records. You have to know
your audience and attach your brand to someone
with a big, recognizable face. Flos Q Scores prove
that he is everybodys audience, and thats why his
brand will be widely accepted.
Flo Rida also has a deal in place with Beamz
Interactive, a music product and technology
company, to create a family of products featuring his
music content. To promote the products, Flo Rida will
also film a commercial and a series of videos.
D3M will additionally look to extend the Flo Rida
brand to fashion, with workout apparel the first
area of concentration and casual clothing such as
designer hoodies also on the product radar.
Flo Rida has performed at corporate venues,
as well, for major companies such as Samsung,
BlackBerry, T-Mobile and Coca-Cola.
For the future, D3M and Flo Rida will also look to
more aspirational categories.
The strategy is to build the brand into a world-
recognized fashion and lifestyle brand firstwe
want to build Flo beyond his music, says Gold. For
the short term, we will look at health categories,
but the long term is going beyond that from smaller
categories to larger, like fitness equipment, cars and
even jet boats.
In the end, however, just which products hit retail
are under the watchful eye of the artist himself.
Flo is kind of old school and very humble, but
he is serious about making sure that (the products)
are something he really loves, says Gold. Hes
this mega-star, but when we bring products to
him, he sits with them and tests them until he feels
comfortable representing them. This is his time.
Hes a songwriter, a producer and hes guiding new
talent. Its time for him to evolveto licenseand do
what needs to be done and create new art.
PROTECT. PROACTIVELY.
Your intellectual properties possess great value, generate signicant
revenue and represent the essence of your brand and your business.
These vital assets need to be protected proactively. Dont put your
IP at risk and let prots slip away!
Contact EisnerAmper today to nd out how we have been helping
the Licensing Community proactively protect its interests for more
than 20 years or visit www.eisneramper.com
Lets get down to business.
Lewis Stark, CPA
Partner-in-Charge
EisnerAmper Royalty Audit and Contract Compliance
212.891.4086
lewis.stark@eisneramper.com
EisnerAmper LLP
Accountants & Advisors
Independent Member of PKF International
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120 www.licensemag.com June 2013
By Barbara Sax
The Joester Loria Group is ready to
introduce the hit comedy brand and YouTube
sensation Smosh to the licensing industry.
S
mosh, a digital entertainment brand featuring comedic
duo Ian Hecox and Anthony Padilla, is expanding its
franchise to licensed retail merchandise. Licensing
agent The Joester Loria Group will be assisting Smosh in its
merchandising endeavors, identifying opportunities and helping
to bring the Smosh experience to its loyal fans through new
licensing partnerships.
Smosh made its debut on YouTube in 2005 with one of its first
videos, the Pokmon Theme Song video, which immediately
became the No. 1 most viewed video upon its launch. Since
then, Smosh has progressed into a powerful, five-channel brand
that has now surpassed 10 million subscribers. Smoshs multi-
faceted enterprise, based around its flagship YouTube channel
and highly trafficked website, includes multiple channel spin-
offs, top-charting musical endeavors, merchandising brand
extensions, mobile apps, gaming and a theatrical exhibition.
Theres a new generation of kids, tweens and teens who dont
tune in to scheduled TV for entertainment. They are catching
their favorite series and user-generated content on their tablets,
laptops and phones, where they can watch marathon sessions
through Netflix or YouTube and access entertainment on-
demand and at their own speed, says Debra Joester, president
and chief executive officer, The Joester Loria Group. So, its
no wonder that Smosh has attracted tens of millions of fans
and a range of top-level advertisers that are leveraging
the brands powerful connection to a highly influential
consumer audience.
Smosh, which skews heavily to a male audience with
June 2013 www.licensemag.com 121
its focus on gaming and edgy humor, has
a rabid and loyal following of viewers who
identify with the brands unique point of view
and humor. The brand recently launched the
mobile game app, Super Head Esploder-X,
which became a top 10 paid app within 48
hours of its launch, and a recent branded video
campaign for Ubisofts Assassins Creed III has
garnered more than 30 million views.
Were focused on identifying opportunities that
will take Smosh to another dimension, says Joester.
We want to further engage fans with merchandise
thats an extension of the Smosh user experience.
Joester says working with Smosh is very
reminiscent of working with the South Park
property 20 years ago.
These shows are being delivered within minutes
of being produced, so they have that just-in-
time sensibility that makes them very fresh and
ties directly into the zeitgeist. I see the same
potential for Smosh that we did in South Park.
Smoshs top-ranking animation channel, Shut
Up! Cartoons, has dozens of episodes with
great content, great characters and memorable
slogans that can be easily translated into a
signature collection of merchandise.
Since sitting around playing games and
snacking is an integral part of the Smosh
experience, food is an obvious licensing category
for the brand. Joester has the appropriate
experience, as she brought snack licensing to South
Park with Cartmans favorite fattening snack,
Cheesy Poofs.
Its a totally different retail environment now,
says Joester. When we introduced the South Park
snack years ago, only Spencers carried it. Two
years ago, Frito-Lay had a South Park licensed
product in Walmart. The humor and zing of the
Smosh brand could really resonate with food
product manufacturers to create some really fun
introductions and interactions.
Joester says that the brand is keen on finding
mid-sized, nimble manufacturers who can move
quickly on trends and are adventurous and
innovative.
Convenience stores have an appetite for newness
in snacks, and our consumer is a great fit for
products that are new and fun, notes Joester.
Wearable products and collectibles are two other
key areas that are considerations for Smosh brand
extensions.
We have already caught the attention of
companies who want to get to the table early and be
part of the ideation process, says Joester. Content
integration will keep product authentic and truly
connected to the Smosh experience.
By Tony Lisanti
With a multi-platform methodology for content and
merchandise, Disney Consumer Products is building a 365-day
super franchise for decades to come for The Avengers.
T
he evolution and expansion of The Avengers is not only
an example of Disney Consumer Products commitment
to franchise development, but it is also a benchmark case
study of how a big screen blockbuster is morphing into a bona
fide, year-round tentpole brand.
Since the release of Marvels Iron Man, The Incredible Hulk,
Captain America and Thor films, the original five-year game
plan, according to former Marvel executive Paul Gitter, now head
of Marvel for DCP, has focused on slowly building the Avengers
franchise character by character into a dominant year-round
boys brand that also has the potential to expand beyond its core
audience.
What began with one movie and one character with a
typical theatrical-driven consumer product program, has now
Paul Gitter, senior vice
president, licensing, Marvel,
Disney Consumer Products
Josh Silverman, executive vice
president, global licensing, Disney
Consumer Products
122 www.licensemag.com June 2013
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expanded into a spectrum of content
and merchandise that includes television,
publishing, digital and live events, as well as a
multi-tiered retail presence worldwide.
We launched the Avengers franchise last
year with a comprehensive approach across
multiple channelsfrom the big screen and TV,
to mobile platforms and retailers around the
world, says Josh Silverman, executive vice
president, global licensing, DCP. Silverman
is also a former Marvel executive.
The ubiquity of Marvel content, both
telling the story of all of the individual
superhero franchises as well as The
Avengers, has allowed for greater
direction and awareness.
These Marvel properties are
paramount to success, and now with
The Avengers, we have a franchise that
is built to last day in and day out. It is a 365-
day property with extensive planograms and
modulars. The individual event films will
move in and out of market during theatrical
releases, while various animated content,
digital shorts and publishing are meant to
sustain the momentum of the franchise when there
isnt a The Avengers film, Silverman continues.
While licensees such as LEGO and Hasbro, for
example, have built strong programs for boys and
helped to anchor the Avengers property with their
respective building, action figures and role play
lines, DCP is now expanding beyond the boy toy
core.
One of DCPs most important new initiatives for
the franchise is targeting the 18- to 34-year-old, or
millennials. According to Gitter, a new partnership
with Forever 21 will also launch this summer for
the back-to-school season, giving Avengers a major
presence and major credibility with the juniors
audience using Marvels retro and old comic style
art.
We will create an exciting space for super
heroes and heroines in a trend shop timed to hit
our stores for back-to-school 2013, explains Betsy
Zanjani, Forever 21. Comic characters have had
a cult following in recent seasons, with consumers
scouring both retailers and vintage shops for
product. Cult classics such as Iron Man, Spider-
Man and the like are blockbuster hits to the adult
audience that grew up with them. Going beyond
126 www.licensemag.com June 2013
the market, we have reached out to the
entertainment industry to bring this
super-charged, larger than life look
from the cinematic experience to
the store, in the form of a young
mens and womens capsule
collection.
Another part of the strategy
to target a slightly older
audience and demographic
(and not infringe on Spider-
Man), says Gitter, is the
recent launch of co-branding
partnerships with Vans
and skateboarder Steve
Caballero, Under Armour
and Burton Snowboards
each targeting the action
sports audience.
These partnerships have
made The Avengers cooler, hipper and
more contemporary, and put us in distribution
channels that we havent been in before with the
brand, says Gitter.
Other key aspects to the expansion of the Avengers
brand, Silverman points out, has been the synergy
between each of Disneys divisions, including Disney
Stores, Marvel Publishing and retail and creative
services, as well as the consolidation of licensee
partners.
The strategy is not to have partners competing
against each other, with one licensee doing each of
the characters, but to consolidate Avengers with
one partner so they can strategically manage
the product thats out in the marketplace. In the
past, that wasnt the focus, says Gitter. With
the Avengers long-term strategy, we now have
our partners fully aligned across every category
with specific goals and how we want to mange this
program.
Certainly theres a lot at stake for Marvels The
Avengers both at the box office and at retail. The
first movie is one of the most successful films
in history, generating more than $1.5 billion
worldwide, according to boxofficemojo.com. And
Iron Man 3, released last month, has already topped
$1.1 billion in ticket sales. Looking ahead, Thor:
The Dark World debuts November 8 and Captain
America: Winter Soldier is slated for April 2014. Both
are gearing up for The Avengers sequel, scheduled
for May 2015.
On the licensing side of the business, the Marvel
franchises represent $6 billion in retail sales of
licensed merchandise worldwide in 2011.
For television, two new animated series will debut
this summer on the Disney XD Marvel Universe
block: Marvels Avengers Assemble and Hulk and
the Agents of S.M.A.S.H.
In addition, new comics, gaming and live
events are also being developed and released on a
continuous basis, further enhancing DCPs strategy
to keep the Avengers franchise awareness strong
year-round.
This is a long-term plan that started more than
five years ago, emphasizes Silverman. Its only
the beginning of where we will take The Avengers
franchise and all the characters over the next decade
and beyond.
128 www.licensemag.com June 2013
By Tony Lisanti
Fremantle Kids & Family Entertainment expects powerful
results from this popular U.K. preschool program, which
recently premiered in the U.S.
F
remantle Kids & Family Entertainment, a
division of FremantleMedia Enterprises,
hopes to build upon the success that Tree
Fu Tom experienced during its first year in the
U.K. The highly rated preschool series, which airs
on CBeebies and is a co-production with the BBC
channel, debuted in mid-April in the U.S. on the
Sprout network.
According to Bob Higgins, executive
vice president, Fremantle Kids & Family
Entertainment, the strategy is to aggressively
develop and establish Tree Fu Tom in the
marketplace as a true global preschool property.
Higgins believes that the series has all of the
elements to accomplish this goal, from an
incredible story line to high-quality animation
to an extensive consumer products program that
launched earlier this year in the U.K. and will
eventually make its way to the U.S. in the fall.
We wanted each episode to feel like a mini-
movie, which I think we have succeeded in
doing, says Higgins. We have that cinematic
feel in a preschool show, and that is what is now
clicking with the audience who are so used to
watching high-quality movies. Todays kids are
very sophisticated, and you do not have to dumb
it down.
Fremantle is aggressively selling the preschool
educational series internationally with several
major deals in more than a dozen countries
including France (Lagardere), Australia/New
Zealand (Disney), Israel (HopTV), Eastern
Bob Higgins, executive vice
president, Fremantle Kids &
Family Entertainment
Europe (Minimax), Korea (EBS), Brunei (RTB) and
throughout Latin America (Discovery Kids). The
series has already been sold to Italy (Switchover
Media), Canada (Knowledge Network/BBC Kids),
Norway (NRK), Belgium (VRT-Ketnet) and Finland
(YLE).
Tree Fu Tom is unquestionably a cornerstone of
FMEs Kids & Family Entertainment group, which
was formed three years ago when Higgins, along
with Sander Schwartz, president of the division,
were recruited to establish the company as a global
player in kids entertainment.
FME recently signed a five-year partnership
agreement with BBC to develop additional childrens
TV shows, which is clearly reflective of the Kids &
Family Entertainment divisions commitment to
global expansion.
From the time Fremantle partnered with BBC to
co-produce the series two years ago, all of the pieces
of the program development and broadcast launch
quickly fell into place.
We brought in new writers, a new design style
and we kept the essence of bringing magic into kids
homes and allowing them to participate in the show
and the basic idea of this characters adventures
going into a fantasy world.
Tree Fu Toms educational, interactive story
line, which is targeted to 4- to 6-year-olds, is
based on the magical superhero, Tom, and
his best friend Twigs, plus a host of other
characters and creatures in a fantasy
world called Treetopolis. Blue Zoo
Animation does the CGI animation.
The magictree fuis kind of like kung
fu, with a movement and chant that goes along
with it, which is what happens when Tom does
his magic, explains Higgins. We are trying to
get kids up off the couch and doing the spells
along with him because when the story hits a
certain point for Tom to handle alone, he
asks the audience for help. Its all about focusing on
kids fine motor skills.
While the skew is for boys, the ratings show it is
very close to being a boy/girl thing, says Higgins.
We have a very strong female character, Ariela, and
the queen of Treetopolis is a strong female character,
as well.
A comprehensive licensing program was developed
in the U.K. and is being developed similarly in the
U.S. Giochi Preziosi is master toy licensee for the
U.K. and Europe; Random House for publishing;
Ravensburger for puzzles; MV Sports for scooters
and wheeled toys; Flair for arts and crafts; VMC
for accessories; Gemma for greeting cards and
party; Egmont for annuals; Rainbow Productions
for costumes; Blues Clothing for t-shirts; TDP for
nightwear/underwear; and Character World is
signed on for bedding.
We have a certain number of things that have
strong sales track records, points out Higgins.
At Licensing Expo, there will be a huge push for
consumer products, so we are hopeful it will be the
same type of timing that it has been in the U.K. We
want to build up demand.
The second series of 26 episodes is now in
production and will debut later this year, says
Higgins, and a holiday special is also being planned.
In addition, Higgins says live entertainment,
and perhaps theatrical, is also being evaluated.
In the U.K., Fremantle already has a costume
Tom character that goes to different stores and
retailers.
Because of the vibrant world Tom goes into, we
can create that fantasy land on stage, he says,
adding, In terms of film, that would be a great
opportunity.
In the challenging kids marketplace, the Tree Fu
Tom property is gaining momentum and working
its magic to emerge as a bona fide global preschool
brand.
130 www.licensemag.com June 2013
Be sure to visit us at Booth A167
Retro
yet
Rad.
132 www.licensemag.com June 2013
F
antasy isnt typical HBO fare, but Game
of Thrones with its dragons, leather-clad
princesses and medieval-esque sword battles
has not only brought a new tenor to the network, but
also allowed HBO to enter a new realm of licensing.
Its challenging for HBO to be in the consumer
product business because were an adult, premium
video brand; were not dealing with the typical
character licensing, says James Costos, vice
president, global licensing, HBO. Game of Thrones
has finally given us some characters. We finally have
a franchise that allows us to enter into the world of
fantasy, and that enables us to do things we never did
before.
Based on George R.R. Martins best-selling book
series, A Song of Ice and Fire, the franchise already
had a passionate following before it ever hit the
airwaves. Because of its loyal following, the licensing
program for the first season was intentionally sparse
as Costos and his team took a wait-and-see approach
to gauge which content and characters from the TV
series would resonate with fans.
Product for the first season in 2011 focused on
key artprimarily the Iron Throne and the sigils of
the families who battle to control it. These remain
cornerstones of the program, but the breadth of
product has expanded throughout the shows three-
year run. The brand is now represented with robust
ranges of collectibles and lifestyle product.
Perhaps the most unique product extension thus
far has been a line of beers from Ommegang, a U.S.
division of the Belgian brewer Duvel Moortgat. The
first beer launched in March as the third season
made its debut, with two additional brews planned
for the future.
Another big win for the brand has been Funkos
James Costos,
vice president,
global licensing, HBO
By Nicole Davis
HBOs Game of Thrones, has not only been a ratings success but also
a licensing boon for the studio.
134 www.licensemag.com June 2013
line of Pop! Vinyl figures. The first series of six, which featured
main characters such as Tyrion Lannister, Ned Stark and Daenerys
Targaryen, launched in November 2012; Funko released a second
series of six in April, and a third will drop at the holiday season.
HBO has also launched a series of event-based extensions. The
Game of Thrones touring exhibition, created in partnership with
New Project, is a first for HBO. Featuring costumes and props
from the series, including the Iron Throne itself, and an interactive
experience that puts fans on a Game of Thrones battlefield, the
exhibit has traveled around the world, making stops in Canada,
New York City, Brazil, the Netherlands and most recently Belfast,
Northern Ireland, where the series is filmed.
The success extensions such as these has highlighted the huge
potential the aspirational category holds for the property, and
Costos says he has only just begun to mine that opportunity.
We are having conversations now with fashion companies to tap
into the lifestyle aspects of the brand, he says. I would love to do a
Winter is Coming collection for 2014 that would feature elements
like leather and faux fur. We also had a lot of success with the True
Blood fragrance, so I think that would be a natural extension for
Game of Thrones too. If we do a fragrance, it will go very deep into
the brand. It wouldnt just be a Game of Thrones fragrance, but
something perhaps inspired by the women in the show.
Another opportunity area that Costos is focusing on now is
gaming.
HBO made its first move in this direction in February with the
soft launch of a social game developed by Disruptor Beam, Game
of Thrones Ascent. Ascent, which is available on Facebook and
gaming site Kongregate, unites the story of the books and TV series
in a strategy game that lets fans battle for control of the throne. In
May, HBO teamed up with social game developer Zynga to expand
the game onto additional platforms.
A massively multiplayer online game is also currently being
developed with Big Point, and Costos says HBO is also considering
other gaming extensions including land-based slot machines,
as well as mobile and computer games. HBO hasnt overlooked
traditional gaming either; a role-play board game from Fantasy
Flight is set to debut at Target this summer. The partnership
between HBO and Fantasy Flight is actually a spin-off of an existing
licensing agreement with Martin for board games based on the
book series.
Working with existing franchise partners gives product
continuitysomething that is important to hardcore fans, says
Costos.
There was a following before the show became an HBO
sensation, but we also have new fans that entered the franchise
through the series, he explains. Continuing existing partnerships
gives fans the choice of products based on HBOs vision or based on
what George [Martin] imagined when writing the books. I think big
fans will probably want both.
A similar arrangement with Jalic for prop replicas saw a new
range of swords and armor based on the TV series arrive on
shelves in April, alongside previous releases that were created in
collaboration with Martin.
As with any fantasy franchise of this caliber, collectibles have
played a large role in the program from the beginning.
Following the success of the first season, HBO tapped Dark Horse
in 2012 to create a full line of collectible statues, busts and replicas
that the company continues to add to with each new season. The
next release will be a collection of 7-inch, partially articulated
figures arriving this holiday season.
Adding to the collectible lineup is a partnership with Factory
Entertainment for plush, pillows, prop replicas and sculptural
miniatures that will begin arriving on shelves this summer, as
well as a continued partnership with Chronicle Books for a second
volume of the shows behind-the-scenes art book. Covering seasons
three and four, the book will arrive on shelves in fall 2014.
While HBO handles most of the domestic licensing for the
property, the studio has appointed Bradford Licensing as Game of
Thrones international agent. Key merchandise markets are already
established in Spain, the U.K., Germany and France, and Bradford
is looking to expand, especially in territories like Brazil where the
series is already popular.
For Costos, the licensing of a brand like Game of Thrones has less
to do with revenue and a lot do with creating a community.
Our goal is to find partners that want to make quality products
that resonate with fans and generate marketing, publicity and
create a buzz, he says. Some
products are invaluable in
creating an extra marketing
extension and keeping fans
interested when were off the
air. Fans use these items to interact
with the brand when were dark for
nine months, and then we can use that
leverage when we come up on the new
season.
The strategy seems to be working. With
season three debuting to record
ratings and a fourth already
in the works, Game of
Thrones looks set to
continue its reign, both on-
air and in stores.
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136 www.licensemag.com June 2013
By Barbara Sax
Discovery Communications is growing its
program for Animal Planet to further meet
the needs of all members of the family.
T
his year has been a standout for Animal Planet. With 20 returning
series and exciting, new, brand-defining content, the network
posted double-digit gains over last year and is poised for another
record-breaking year in 2013.
As a network that reaches millions of consumers, has 10 million likes
on Facebook and connects with pet owners and animal lovers daily via
multiple touch points, Animal Planet has evolved from a television brand
to a trusted authority on pets. It has also evolved into a powerful brand.
People really relate to animals, says Elizabeth Bakacs, vice president,
licensing, Discovery Communications. Viewers love the range of offerings
on Animal Planet, from cute kittens to wild animals, and they are drawn
to the lively and unexpected interactions among animals on our shows.
Consumers have also been drawn to ever-growing list of products
June 2013 www.licensemag.com 137
across a number of pet categories that wear the
Animal Plant name. Extending the brand to licensed
pet products has been a winning strategy with
enormous potential.
Data from the American Pet Products Association
shows that spending on pet products grew 4.7
percent in 2012 to $53.33 billion, up from $50.96
billion in 2011. The APPA projects a steady 4.1
percent growth rate through 2013, with more than
$55.5 billion in overall pet spending.
Animal Planet has been licensing the brand to
a growing line of quality pet products designed to
ensure pets everywhere live long, healthy and happy
lives since 2009.
We wanted the brand to stand for functional
items that provide good quality at a good value, says
Bakacs. By extending our brand to pet products, we
can have a deeper relationship with our viewers and
provide them with the information and products they
need to keep their pets healthy and happy.
The line began with pet beds, blankets, toys, stairs,
feeders and fountains and set to grow considerably
with new launches and new channels of distribution.
When launched, Animal Planet branded products
were in 7,000 doors. Four years later, the brand
can be found in more than 16,000 locations across
a variety of retail categories. The products are now
sold at mass, mid-tier retailer accounts and Macys.
Top e-tailers like Wag.com also carry the products.
The Animal Planet line is significantly expanding
its pet product offerings across a variety of
categories. We believe that any products we
introduce should create an opportunity for
engagement between pet parents and their pets,
says Bakacs.
Bakacs said that Animal Planet carefully vets its
partners, with Premium Pet Health serving as an
ideal partner. Together, the companies are launching
a complete line of Animal Planet dog treats made
with 100 percent real meat, fruits and vegetables.
The products are all-natural and grain-free and
produced in the U.S.
The brand has also partnered with FoodScience for
a line of pet supplements. Sales of pet supplements
are expected to reach $1.6 billion by 2015, a 27
percent increase from 2010, according to a recent
study from Packaged Facts. An aging pet population
and recommendations from the veterinary
community are fueling the increase. Packaged Facts
also says that pet owners like
the relative affordability of
nutraceutical treats as a mode
of functional pampering
during the down economy. The
new Animal Planet line includes
four supplement formulas (joint
health, skin and coat, calming
and multivitamin) for pets.
After launching a line of
wet grooming products in
2012, Animal Planet will
debut dry grooming products
this summer. The new seven-
product line, which includes
five ergonomically-designed
brushes, a detangling comb and nail clippers, is
designed to provide maximum comfort for pet and
groomer. The new products complement the existing
shampoo, conditioner and detangler to provide a full
line of pet grooming products pet owners can trust.
The core assortment of toys, beds and blankets is
also being updated this year.
Were using a wide range of materials, including
Sherpa and fleece, in designs that take their cues
from fashion, says Bakacs.
The successful pet costume
category will also get a number
of new introductions.
California Costumes is our
licensee, and they have created
a range of adorable costumes
in four sizes to fit dogs from
Maltese to retrievers, says
Bakacs.
The four new designs, which
include a praying mantis and
clownfish costume, retail from
$14.99 to $39.99.
Each of the new products is
designed to promote interaction
between pets and humans.
Pet parents see their pets a
part of the family, says Bakacs.
Our products are well designed
and offer good quality at a good
value. They are products that
are good for you and for your
pet.
138 www.licensemag.com June 2013
Europes largest annual licensing event is gearing
up for the biggest show yet.
B
rand Licensing Europe is just around the corner, and this
years event promises to be larger and more impactful than
ever.
The 15th annual event will be held October 15-17 at Londons
Olympia exhibition hall. BLE brings together retailers, licensees
and sales promotions professionals with more than 280 top
tier brand owners, enabling attendees to revisit hot brands and
discover up-and-coming properties.
The 2012 event reported the most visitors to date, with an
increase of 23 percent in total attendees, 14 percent more retailers
and a rise of European attendance by 17 percent over 2011.
Plans are underway to build upon the success of 2012.
With four months until BLE 2013, we are beginning to see
exhibitor plans taking shape within the clearly defined new areas
on the show floor, says Darren Brechin, event director, BLE. All
the work we are doing promises a rich visitor experience with the
show more easily navigable and each exhibitor group now able
play to their strengths.
New Show Floor
This years BLE has several innovations, the most exciting being
a re-merchandised show floor. The new layout, which divides
the floor into three distinct categories (Brands; Art, Design and
Image; and Character and Entertainment), is a direct response
to the shows growth and will broaden both the scope of brands
exhibiting and the number and diversity of attendees.
The re-merchandised floor will find Character and
Entertainment exhibitors on the ground floor of Olympias
Grand Hall, while the Brands section will move up to the newly
renovated Upper West Hall. Art, Design and Image exhibitors
BLES
NEW LOOK
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Weve heard that 20 is the new 3
Congratul ati ons
Haven Licensing
on getting older, staying young and remaining lovable
/ 2013 Sesame Workshop. All Rights Reserved.
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From all your Smurf friends at IMPS
C
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H A P P Y 2 0 T H H A V E N !
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H A P P Y 2 0 T H H A V E N !
p
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refreshing
2
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h
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!
H A P P Y 2 0 T H H A V E N !
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H A P P Y 2 0 T H H A V E N !
Congratulates
Tom and Yvonne on two
decades of success!
a
n
d

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23 H A P P Y 2 0 T H H A V E N !
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congratulations to all our friends at
on 20 years of success!
brandrights@limasky.com
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CONGRATULATIONS
Tom, Yvonne and the extended Haven family.
Your global success in building entertainment properties and events is industry recognised
and loved by consumers. Coupled with your agencys collaborative culture, Funtastic has
enjoyed being part of your countless highlights and look forward to the next 20 years.
Thank you for your support and partnership, From your friends at Funtastic.
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Congratulations
on your 20th
Anniversary and
a Big thank you for
everything. We
couldnt have
started off
without you!
H A P P Y 2 0 T H H A V E N !
34
June 2013 www.licensemag.com 139
will occupy a dedicated area
on the Gallery level. Each of
these designated areas will have
differentiated branding and added
access pointsthere are two new staircases that will connect the
center of the show floor to the West Hall and Gallery.
The added features will also create focal points for new areas:
The Brands Bar and Meeting Place, The Brand Experience Theatre
and an Art and Design caf.
Perhaps most important of all, says Brechin, is the tailored
marketing program that the BLE team has designed to create
awareness around the new floor features in order to reach a wider
and more diverse audience than ever before.
Last year nearly 10,000 people walked through the doors of
BLE, and we feel this is absolutely the right moment to separate
the show into vertical areas to make it easier for visitors to find
the companies they want to see, says Brechin. It also allows us to
drill down into these sectors to attract new visitors and exhibitors.
By diversifying what is already there, we can continue to grow
and to serve the industry by attracting even more properties
and engaging new retailers, licensees and sales promotion
professionals in the world of licensing.
And exhibitors are agreeing that this new layout is a positive
change.
When Advanstar (the parent company of BLE) explained to us
the strategy to create a special space for Brands, we immediately
felt this was a great opportunity, says Christine Cool, senior
brand manager, Chupa Chups. It allows us to make a clear brand
statement in a visible environment together with other brands,
setting us apart from the more kid-oriented character properties.
For Chupa Chups BLE is the perfect platform to connect with
retailers and licensees from many countries and the new structure
will no doubt contribute to the further growth of what is already
the licensing event of the year in Europe.
Who Will Be at BLE?
New exhibitors announced for 2013 include Discovery
Enterprises International and WWF U.K., which join Adidas Italy,
Alchemy Licensing, Battersea Dogs and Cats Home, Beanstalk,
Chupa Chups, Dorna Sports, NBA Europe, Performance Brands
and Route 66 Licensing in the new Brands area.
Character and entertainment licensing will be represented by
some of the biggest names in the industry including Aardman
Rights, Disney Consumer Products, DreamWorks Animation,
Hasbro Brand Licensing & Publishing, ITV Studios Global
Entertainment, Mattel Brands Consumer Products, Mind Candy,
Nickelodeon & Viacom Consumer Products, SEGA, Walker Books
and Warner Bros. Consumer
Products alongside the leading
agencies in the European
licensing business. Making their
debut in this area are Character World, Jast Company, Random
House Group, Rovio, StudioCanal, The Copyrights Group and The
Pokmon Company International.
Art, design and illustration exhibitors include April Rose
Illustration, Fatina Dreams, Helz Cuppleditch, Kate Knight and
Two Little Boys. Look out for new exhibitors including Nias World
of Art & Design, Belle and Boo, Budi Basa, Petite Frite for Kids, PIM
Pimlada and Wide-Side.
Brand Licensing Europe is a comprehensive destination for the
inventive and authentic world of heritage and museum licensing.
This year will be no exception and new exhibitors such as the
National Portrait Gallery and the National Museum of Northern
Island will join long-standing exhibitors such as Victoria & Albert
Museum, The Royal Opera House and The Science Museum Group.
Retail Mentoring Programme
BLE will again bring back its Retail Mentoring Programme,
which educates buyers from leading retailers on the complexities
of the licensing industry. During the Programme, retail buyers
take part in workshops and seminars, shadow a licensor and
ultimately attend BLE to apply what they have learned.
The 2013 program launched in May with 50 buyers from the
U.K.s largest retailers such as Boots, BHS Limited, John Lewis,
Lakeland, New Look, Sainsburys and Tesco.
Retailers see the value of licensing very clearly. Understanding
our business helps them to make stronger decisions, so they are
keen to help junior buyers and buyers who are new to licensing get
to grips with the way the licensing industry works, says Brechin.
We have joined the Programme as BHS Childrenswear is
looking to increase its mix of licensed product, says Caroline
Scott, senior buyer, childrens nightwear, BHS. It is, therefore,
important that there is a greater understanding of licensing at all
levels to ensure we ultimately buy great licensed product.
Other Offerings
Once again, BLE will host its popular Licensing Academy
seminars, sponsored by License! Global. Nine seminars will be
offered over the three-day event, giving attendees the opportunity
to glean insight from industry experts on a wide range of topics.
The Advice Centre will also be featured at BLE, and is populated
by companies offering licensing industry-specific services.
Registration for this years event is now open. For more
information, visit www.brandlicensing.eu.
140 www.licensemag.com June 2013
By Nicole Davis
ABCs franchise management team is tapping into the
essence of its top shows to create innovative brand
extensions that build engagement off-screen.
F
rom fairy tale princesses and
Washington powerbrokers to
scheming socialites and dancing
football players, ABC certainly isnt
lacking for licensable material.
The challenge comes in translating
the diverse roster of characters and
content from shows like Once Upon
a Time, Revenge, Castle and
Dancing with the Stars into products
that resonate with fans.
Rather than simply rely on the
traditional lineup of products, ABCs
franchise management team has set
out to create customized programs
that embody the unique personality of
each of their top properties.
Over the past several years weve
been evolving our approach to
managing the business around our TV
shows, says Adam Sanderson, senior
vice president, franchise management,
Disney/ABC Television Group. We
look for ways to deepen the shows
connection with fans. Once we have
a grasp on affinity drivers, we craft
a plan to extend the show off-air.
Our goal is to stay true to the shows
essence.
For example, while the dance
and fitness categories are clear
opportunities for the reality
competition series Dancing with the
Stars, Sanderson and his team have
Adam Sanderson, senior vice
president, franchise
management, Disney/ABC
Television Group
June 2013 www.licensemag.com 141
found that what really appeals
to fans of the show is the idea
of transformation. Viewers
tune in season after season
not only to see the fabulous
costumes and famous faces, but
also to watch real people struggle to learn
a new skill and oftentimes make over their physical
appearance in the process.
Understanding these deeper affinity drivers,
allows Sanderson and his team to create truly
unique products that give viewers the chance to
interact with its brands outside of their living rooms.
For Dancing with the Stars those extensions have
taken the form of live experiences that allow fans
to not only see the show and its stars in person, but
also kick start their own transformations.
A series of themed cruises, developed in
partnership with Holland America, feature dance
lessons for guests alongside a professional show
and meet-and-greets. In addition to the six themed
cruises that will set sail this year, every Holland
America ship is also offering a Dancing with the
Stars lessons, complete with a dance-off. At the end
of the year, one champion couple from each ship will
go on a special cruise and compete for their own
mirror ball trophy.
With two seasons a year and two episodes a week,
as well as strong website traffic driven by online
voting, the brand has a huge audience that is hungry
for more. So its no surprise that the cruises are only
part of a well-rounded program for the show, which
just wrapped up its 16th season.
In addition to a live Vegas show and a huge
opportunity for fitness product that includes apparel,
footwear and the No. 1 fitness DVD franchise in the
U.S., Sanderson and his team are also tapping into
the shows element of physical transformation with
what will soon be a head-to-toe glamour range.
Having already launched a line of DWTS formalwear,
ABC is now planning a cosmetics line from Stila
that will hit stores in September, new collections of
gowns and cocktail dresses, a jewelry range that
includes both fine and fashion pieces from the HNJ
Group set to debut for the holidays and art collectors
jewelry from Kate Mesta.
Fashion and beauty extensions are a natural fit for
many of ABCs brands, with shows like Revenge,
Scandal and Nashville
appealing largely to females.
Beauty is a category that we
know women spend against,
and many of our shows have a
high affinity among affluent women,
says Sanderson.
And Sanderson and his team are playing on that
affinity to bring these shows to shelves.
Network newcomer Revenge, which just closed
out its second season, already saw a successful
fine jewelry extension last year with Helzberg
Diamondsa capsule collection that was based on
the shows double infinity symbol. Now ABC is set
to launch a fragrance for the brand at a major U.S.
retailer this month and has a cosmetics line in the
works.
The essence of the Revenge brand, which is based
on the elements of intrigue and luxury that permeate
the show, also lends itself to extensions outside of
the beauty realm. Later this year, Foley Wines will
launch the Vintage Revenge collection featuring both
red and white versions.
Two other new seriesScandal and Nashville
look set to follow the Revenge route with plans
in the works for product that will bring the unique
essence of each show to beauty and apparel. For
Scandal, which is poised for expansion after a very
successful first season, this will likely take the form
of a fashion collection inspired by the main
character Olivia Pope. For Nashville, product
will be rooted in music, with Sanderson
seeing a lot of potential in the shows country-
meets-rock n roll vibe.
But then theres Castle, the networks
quirky whodunit series, which requires a
wholly different approach. Featuring NYPD
Detective Kate Beckett and her unlikely
sidekick, mystery novelist Richard Castle,
Sanderson and his team took a different
tack with the cop show.
They brought the writer Castle to life, on
the printed page at least, with a series of
mystery novels under the characters name
(complete with fictitious bio) that have
all become New York Times best-sellers.
The sixth book in the series, which is
published by Disneys Hyperion Books, is
142 www.licensemag.com June 2013
set to hit shelves in September.
As a complement to the books, ABC has also
developed a line of coffee for the brand, inspired by
Castle and Kates morning ritual in every episode.
The line, created in partnership with Whites Coffee,
features a range of blends with names like Brewing
Storm and Morning is Murder.
Another series of unusual extensions (for ABC at
least) have come out of the reality series Wipeout
and Shark Tank. ABC tends to skew adult and as
such, so has its licensing. But for these shows in
particular, a younger audience share has opened up
a whole new genre for the networkkids licensing.
The group is now building a full-fledged kids
program for Wipeout geared to boys ages 6 to 11
that will include toys, games, water activity items,
health and beauty products and apparel.
Kids drawn to Shark Tank got a treat on May
17 when Dr. Doofenshmirtz from the Disney series
Phineas and Ferb made an appearance on the
show. The animated character, who creates new
contraptions in every episode, got the chance to pitch
his ideas to the Shark Tank judges, and brought in
some of the highest ratings the reality show saw last
season.
This crossover between a kids animated series
and an adult reality show is just one example of
the innovative new devices the ABC team is using
to extend its brands. As part of the Disney family,
which also includes Marvel and Lucasfilm, the
opportunities for such synergies abound.
The team has tapped Marvel Press to create
graphic novels for both Castle and Once Upon a
Time.
Once Upon a Time, a live-action drama that
follows a group of fairy tale characters who live in
the real world, is perhaps one of the best examples
of the symbiosis that exists between the different
members of the Disney family. Not surprisingly, the
licensing program for the TV show is being managed
by Disney Consumer Products in collaboration with
the ABC team.
The series is grounded in fairy tales and fairy tale
characters, and DCP is a best-in-class organization
for bringing that to life, says Sanderson. This is a
really epic series with very rich storytelling, classic
characters and a beautiful setting, so Im very
bullish about itthe entire ABC team is.
As the series preps for its third season, Sanderson
is looking to bring this fantasy world to viewers with
product that translates the aesthetic of the show into
everyday fashion pieces.
We dont just want to do an Evil Queen costume,
we want to take it a step further with a good vs.
evil collection for example, or a line inspired by
Storybrooke, where the show takes place, he
explains. We love the two worlds. There is a great
opportunity there to blend the real world and fantasy
and do something interesting.
The idea of blending those two worlds is already
taking shape in two new jewelry collections created
in partnership with Virgin, Saints & Angels, which
feature everyday pieces inspired by the characters
Snow and the Evil Queen. And with a spinoff
series based on Alice in Wonderland planned for
next season, it looks like there will be plenty more
opportunities for Sanderson and his team to build
the Once Upon A Time franchise.
A second new series that ABC has slated for next
June 2013 www.licensemag.com 143
fall will also create an opportunity for ABC to capitalize on
its role as the TV partner of an entertainment powerhouse
Marvels Agents of S.H.I.E.L.D.
The live-action series is already creating buzz, and if the
success of other Marvel ventures is any barometer, Agents of
S.H.I.E.L.D is sure to be a licensing bonanza.
Marvel characters are a huge opportunity inside our company,
and having a weekly presence will be a great benefit, says
Sanderson.
Marvel will take the lead on the licensing for the show, with
ABC collaborating, much as it does for Once Upon a Time.
Regardless of the property, whether its fantasy, drama or
reality, ABCs goal is the sameto create tailor-made products
centered on the core attributes that draw viewers to its shows in
the first place.
This approach has led to an ever-growing roster of product that
is helping the network create a firm presence for its brands well
beyond the confines of the TV screen.
144 www.licensemag.com June 2013
By Barbara Sax
The Captain McFinn property looks to
tackle the issue of bullying through an
education-based licensing franchise.
B
ullying has been a buzzword over the past few
years. Parents are increasingly concerned with
how to stop bullying in schools. But what if you
could stop bullying before it even started by reinforcing
caring behavior so children were motivated to behave
kindly toward each other?
Thats the mission of an animated shark named
Captain McFinn. Created for pre-kindergarten to
second grade children, the character was introduced
in 2006 as part of a positive childhood development
program that takes an innovative, proactive approach
to bullying.
The creator, Phyllis Cafaro, wanted to teach children
about bullying, but in a way that focused on helping
children form a positive identity so they would not
engage in bullying and would give them tools to prevent
them from being bullied and to stand up to bullies if
someone else was being threatened, says Liz Shaw,
principal, Liz Laine Reps, a consultant to the brand.
The franchises goal is to educate through
entertainment. The lead character, Captain McFinn, is
a Blacktip reef shark who was the biggest bully on Sand
Dusty reef until his Undersea Friends showed him the
virtues of helping and caring for others. Now McFinn
June 2013 www.licensemag.com 145
and his pals roam the seas spreading the word that
by working together and taking responsibility for
their actions and their environment, children can
make the world a better place.
Cafaro wants Captain McFinn and Friends to
inspire children to make a difference by doing their
very best. The Undersea Friends star in a series of
four books with story lines designed to show kids
how to respond to situations. The stories are also
available in iBook versions. The Captain McFinn
website includes games, activities and animated
shorts that reinforce the positive messages.
The brand is education-focused and the Captain
McFinn educational outreach program, created by
accredited educators, gives teachers everything they
need to create safe, caring classrooms. S.H.A.R.K.
Patrol (which stands for Students Help Achieve
Respect and Kindness) is designed to promote
positive childhood identities by fostering kindness
and good friendship.
Using the Captain McFinn and Friends
characters, the program engages students with fun,
hands-on activities that discourage bullying while
strengthening positive relationship skills. Hand
puppets, games, stickers and posters are available
to help get the message out in an entertaining and
engaging way. A second-edition teachers resource
guide that includes detailed lesson plans
with creative classroom activities, discussion
questions and reproducible worksheets, will be
available this summer.
Were finding that its difficult for teachers
to reinforce good behaviors in the classroom
without the proper tools, so theres enormous
potential for the program, says Shaw. The
program is very positive without being preachy,
so it serves a niche that has been previously
unaddressed in the market. Instead of a message
that focuses on what not to do, we focus on
asking kids who they want to be, what kind of
person they want to become.
Take-home activities children can do with
their parents ensure that the message doesnt
get left at school.
In early June, a stand-alone animated
appisode, co-produced by Renegade Animation
and Futureman Digital, will be available. The
animated short with interactive elements
is based on the Legend of Captain McFinn book.
Two new CDs have also been released in time
for Licensing Expo. All Around the World is a
collection of fun, upbeat songs that echo the themes
of respect, kindness and caring.
All songs feature the character Coral Rose, a
princess whose throne sits on a coral reef. Coral
Rose travels the world following the pull of the tides
in search of coral reefs that need her healing powers.
A live-action music video with integrated animation
will support the CD.
A second CD, Rocking the Clubhouse, will also
debut at the Expo. The new CD will tie in to a mall-
based program now in development. Onsite mall
events are being developed to take the program into
communities.
Stedman Graham, long-time partner of Oprah
Winfrey, is working with the McFinn creators on a
new positive identity program targeted to school-age
children. The program is currently in development.
The creators of Captain McFinn and Friends
will be looking at new licensing partnership
opportunities at Licensing Expo.
Wed love to see an animated TV series, says
Shaw. The characters could translate to a wide
variety of merchandise, from t-shirts and school
supplies to toys.
146 www.licensemag.com June 2013
By Amanda Cioletti
License! Global takes
an in-depth look at how
interactive properties are
expanding to mean more
to product programs and
how the category has
become bigger and more
lucrative than ever.
T
he interactive space, in all of its iterationsbe it in the form of
mobile gaming apps or standard console video gamesconsistently
innovates, offering a wealth of opportunities for licensees and
licensors to capture and capitalize at retail.
Gaming has evolved beyond a token toy line and peripheries to become a
major category in its own right. Its no longer just an extension to a property
or the support for a product, its the entertainment, lifestyle tentpole on
which the franchise resides.
The interactive/gaming space is simply the entertainment space now,
says Cindy Chau, licensing manager, SEGA of America. Thanks to the
rise of mobile gaming and downloadable games, the gaming audience has
grown significantly. This ubiquity of gaming in the current era will only
strengthen and expand the breadth of consumer product support.
While it may seem like the blockbuster movie or childrens network
television series tends to dominate the consumer product landscape,
increasingly it is becoming more common to see a mega-hit video game
getting equal space on the retail shelf. And with digital game sales growing
year-over-year by as much as 33 percent in the U.S. and Europe, and with
expectations for the China market to grow 10 percent each year (according
to The NPD Group), the sector is one that deserves careful consideration by
all retailers, manufacturers and IP owners.
148 www.licensemag.com June 2013
Video games are bigger than ever,
and that is something retailers are
really waking up to, says Tony
Key, senior vice president, sales
and marketing, Ubisoft. They are
now major entertainment brands,
and we are really preaching to
retail about the opportunities that
surround brands the size of ours.
When we do more than a million units
in the first week of sales of a gamewhich
is very commonthat is the equivalent to a
$60 million movie opening. Its an indication that
we should be doing the same type of merchandising
that the studios do.
Its truehuge video game and mobile app sales are
beginning to drive entertainment and cross-over into
other genres such as film and television with more
and more frequency. Even the games themselves
have evolved to become cinematic masterpieces, with
production budgets rivaling the largest Hollywood
tentpoles.
Ubisoft has devoted an entire business unit (Ubisoft
Motion Pictures, which launched in 2011) to film
development and is partnering with studio New
Regency for a movie based on its Assassins Creed
and Tom Clancys Splinter Cell franchises, tapping
actors Michael Fassbender and Tom Hardy to star,
respectively.
Ubisoft also has television deals in place for its kids
franchise, Raving Rabbids. Nickelodeon has the global
broadcast rights to the series and will bring it to
television screens around the world. Initially launched
in 2006, the Rabbids games have sold more than 40
million units worldwide and have roaring support on
social media. More than 70 episodes of the new Nick
series have been placed already. The series, says Key,
will also generate a wide range of opportunity for
Ubisoft, with a string of partnerships for every major
category including apparel, accessories, toys, back-to-
In the immediate future, gamingwhether
mobile or consoleand the properties that
surround it are about to get even more
attention, thanks to three new hardware
releases.
Nintendo was the first to launch its new
console system, Wii U, in November 2012.
The system moved more than 400,000 units
in its first week.
Sony will unveil the Playstation 4 this
holiday season, its first new console since
2006. The new system is described as
more gamer focused, enabling the user to
play when, where and how they want, and
will incorporate personalization and deeply
integrated socialization into the hardware,
along with second-screen capabilities, cloud
technology and touch screen abilities on its
controller.
Microsoft announced its Xbox successor,
Xbox One, last month. The system, which
will be available later this year, is platformed
on television interconnectivity, and will build
upon its all-in-one system. The new system
allows for the user to seamlessly transition
between multimedia platforms. Along with
its release is also a host of exclusive games,
many of which are massive sellers including
Activisions Call of Duty: Ghosts and EAs
FIFA, Madden, NBA Live and EA Sports
UFC franchises.
The new movement of social
interconnectivity for gaming companies speaks
to a larger gaming experience that CBS
Consumer Products predicts to be the wave of
the future for both sides of the product coin.
As the consumer becomes more
sophisticated, what he or she really wants
is an experience that is tailor-made. They
want to play a game where they want it, on
whatever device they want to, at any time
of dayand we as licensors need to be able
to deliver, says Liz Kalodner, executive
vice president and general manager, CBS
Consumer Products.
To satisfy its core fan, CBS CP is taking
its Star Trek franchise and extending it
across every aspect of gaming, from console
games to online slot-based games to non-
wagering massively multiplayer online games
with a slew of product to complement.
Innovations in Hardware Mean More Games and Products
150 www.licensemag.com June 2013
school and more.
Microsoft is also getting in on entertainment
production with the launch of the Steven Spielberg-
helmed, live-action Halo television series. The show
will presumably be executive produced by Spielberg
and co-produced by Halo developer 343 Industries.
Apps are also a great source for film and TV, such
as the overwhelmingly successful Angry Birds game
from Rovio, arguably the app that launched the entire
mobile gaming phenomenon in 2009. Angry Birds will
hit the big screen in 3D in 2016, with a distribution
deal with Sony Pictures Entertainment. This is Angry
Birds first foray into feature films, and follows Angry
Birds Toons, an animated web series that debuted in
March.
These collaborations for film and TV are drivers,
then, for equally as large and supportive licensed
consumer products, perhaps just as massive as
major blockbuster film programs, and are no longer
relegated to the realm of mere support.
Traditionally we would go out and make a deal
with a studio to make a video game to push their
movie, and that was a big part of the business. But
now, ironically, its the other way around, says Key.
The game is no longer a secondary item after the
movie or toys, its actually the primary entertainment
cornerstone of the entire program.
Ubisoft has Assassins Creed deals in place with
best-in-class global partners, including novels
with Penguin, figures from McFarlane,
apparel at retailers such as Walmart
and even niche halo programs such as
a deal for a limited edition Assassins
Creed sneaker with adidas, designed
by Washington Redskins player Robert
Griffin III.
The allure to extend an interactive
property includes classic gaming
franchises as well.
Consider SEGAs enduring Sonic
the Hedgehog property. For more
than 20 years, Sonic has held a
place at retail, selling more
than 75 million games and
earning the title as one
of the worlds first video
game icons. The Sonic property has
emblazoned mobile games, animated
series, promotions and a wide range
of merchandise around the world,
blurring the lines, says Chau, between product and IP.
Were living in a time where its difficult to separate
between consumer product programs and brands.
Everything is connected and should complement each
other. That goes down to content vis--vis TV and
gaming to various merchandise in stores, she says.
That line is also blurring between the core product
the gameand the consumer product program
extensions.
Im always trying to differentiate from apps and
app licensing programs, says Brennan Townley,
director, brand licensing, PopCap, a division of
Entertainment Arts. Harry Potter is no longer just
a book and Super Mario is no longer just a game.
Research is showing that kids and adults are spending
more time looking at their mobile phones and tablets
than at their TVs or at movies. Entertainment is
becoming so on-demand that you cant rely on a
television screen or theater to reach your audience.
For PopCap, it has a major hit with its Plants
vs. Zombies game. The PC-originated property is
playable across multiple platforms including console
and mobile, and PopCap launched a Facebook game,
Plants vs. Zombies Adventures, last month. Plants
vs. Zombies 2 is due to hit the market in July.
Townley calls the PvZ property PopCaps top
priority, and one in which product must equal the
quality of the game experience.
We focus on two things: making sure that the
product matches the quality of the games, and that the
product is authentic, he says. I would not be doing
PopCap or EA a service if I put out a less than stellar
product. The days of logo slapping are done. People
are becoming more and more sophisticated and not
as likely to wear their favorite movie logo on a t-shirt.
You have to be in-the-know with products.
For PvZ, licensees include Bioworld for apparel and
accessories, MJC for adult sleepwear and accessories
and LF USA for childrens sleep and swimwear. For
toys and collectibles, Jazwares, Funko, Epic and
Gaming Heads are on board, while in the publishing
June 2013 www.licensemag.com 151
and stationery category are Trends International, GB
Eye, Walls 360, Penguin and HaperCollins Publishers.
USAology and Incogneato will make board games and
costumes, respectively.
Additional top-tier priorities for PopCap include
its Bejeweled game, for which board games
from Hasbro are on deck, as well as new property
acquisitions, either re-invented classics or new IP.
Other major interactive games that are crossing
over into the consumer product space include game
developer Mojangs Minecraft property. The publisher
tapped Jazwares to develop a full line of Minecraft
action figures, plush and paper craft items timed to
hit retail during the holiday season.
Outfit7s Talking Friends app, which hit the
billion download mark this month, is also continuing
to extend its mobile game to products with new
extensions, teaming for classic categories as well
as with innovative partners such as the NBA and
Europes major soccer teams.
We consider the emotional attachment to our
loved brand to be quite unique in the mobile world,
where they were initially born. The ardent affinity
is therefore key for our licensing and merchandise
partners, says Samo Login, chief executive officer
and founder, Outfit7.
Konami is continuing to carve out a presence at
retail for its Metal Gear Rising property, with a robust
range of product for categories including apparel,
accessories, headsets, gift and novelty, candy, posters,
soundtracks and a strategy guide. It also has a more
focused program in place for its Castlevania property,
which speaks to its tighter brand strategy. Since the
game skews darker and more gothic, the product
program will include a more precise range of goods
in categories such as apparel, accessories, posters,
soundtracks, gift and novelty and a strategy guide.
Another franchise that has skyrocketed and
converted its popular game into a successful lifestyle
consumer product program is Activisions Skylanders
property. While it has yet to morph into traditional
entertainment, it does have an entire range of product
at retail and is only growing in size and scope.
Perhaps well see it on screen soon.
Its just a matter of time before other popular apps
such as Imangi Studios Temple Run or Halfbrick
Studios Fruit Ninja get an entertainment component
as well, in addition to the product programs already
in place.
On the flip side, the interactive space is also alluring
to classic, physical toys, which are now re-inventing
themselves in the digital world, as is Bandai and
Sync Beatz Entertainment with its Tamagotchi L.i.f.e.
app. Originally launched more than 16 years ago as
a handheld electronic toy, the 21st century version
of the nurture game is updated for a modern mobile
audience. Since its debut early this year, it has
achieved more than 2.5 million downloads.
The takeaway, then, foretells that more and more
gaming and app properties are going to drive
entertainment and consumer products.
There is going to be explosive growth of video
game licensed product programs, says Key. People
want more of what they love, and thats what
consumer products and licensing brings to them.
They want to be immersed in the universe, and we
spend so much time creating that universe that more
often we are considering consumer products as we
design the games so that (product extensions) are
more logical and more organic when we bring them
to licensees.
152 www.licensemag.com June 2013
By Nicole Davis
After negligible
growth in 2012,
the worlds top 100
brands increased
in value by 7
percent this year,
representing a
combined worth of
$2.6 trillion.
T
echnology is still on top in Millward Brown Optimors
annual BrandZ report of the Top 100 Most Valuable
Brands, with the top three brands in the world
hailing from that category.
Now in its eighth year, the report ranks brands based
on sales performance, predicted future earnings and
consumer research.
Despite a somewhat lackluster year, Apple is once again
the No. 1 brand in the world for the third time in a row,
but Google and Samsung are closing in on the tech leader.
Google narrowly ousted IBM for the No. 2 position, and
Apple rival Samsung moved up 25 spots with a growth of 51
percent driven by its Galaxy phone, making it the No. 6 top
riser of the year.
Despite a more competitive marketplace and other
challengers nipping at its heels, Apples ability to maintain
its No. 1 position demonstrates the value that having
a strong brand brings to business, said Nick Cooper,
managing director, Millward Brown Optimor. People still
love the brand, regardless of its stock price.
But despite a strong showing by some tech brands, the
category as a whole was one of only two that saw a decline
in brand value this year (the other was oil and gas). Without
the consistently strong performance of Apple and Facebook,
the technology category actually declined 1 percent as
companies trended toward iteration rather than innovation
in response to tough economic times.
The overall outlook is rosy though, with the 11 other
categories included in the report gaining ground, as
opposed to last year where total growth was less than
1 percent overall. The consumer goods categorywhich
includes apparel, retail, personal care, cars and luxurysaw
M
o
s
t

V
a
l
u
a
b
l
e

B
r
a
n
d
s
Rank Brand
Brand Value
2013 ($M)
Brand Value Change
vs. 2012 (%)
1 Apple 185,071 1%
2 Google 113,669 5%
3 IBM 112,536 -3%
4 McDonald's 90,256 -5%
5 Coca-Cola 78,415 6%
6 AT&T 75,507 10%
7 Microsoft 69,814 -9%
8 Marlboro 69,383 -6%
9 Visa 56,060 46%
10 China Mobile 55,368 18%
11 GE 55,357 21%
12 Verizon 53,004 8%
13 Wells Fargo 47,748 20%
14 Amazon.com 45,727 34%
15 UPS 42,747 15%
TOP 15 MOST VALUABLE BRANDS
For the complete list of the BrandZ Top 100 Most Valuable Brands visit
Licensemag.com.
June 2013 www.licensemag.com 153
the strongest brand value appreciation as confidence and
spending increased.
Apparel grew 21 percent on top of a rise of 13 percent a
year ago, and retail showed a strong turnaround, rising 17
percent after posting a 5 percent decline last year.
In other retail news, Amazon surpassed Walmart to
become the No. 1 most valuable brand in that category and
the 14th overall.
Also of note is Disneys huge brand value increase in
the last year. The only entertainment brand to appear on
the list, Disney is up 40 percent and rose 17 spots in the
ranking to No. 26, likely due in large part to its acquisition
of Lucasfilm.
With technology enabling brands to reach consumers
anywhere in the world, location is no longer a barrier,
and that is evidenced in the presence of brands from fast-
growing markets like the BRIC countries, Australia and
Africa.
In fact, three of the newcomers to the Top 100the banks
ANZ and Westpac, and the supermarket Woolworthsare
Australian brands, indicating the economic strength of that
country, which is aided by its proximity to fast-growing
Asian markets.
China took an increasingly large share of that Asian
market, reflecting the governments drive to develop a
consumer society; and while Latin American brands saw
a decline, due in part to a struggling Brazilian economy,
growth is expected to intensify as the region hosts two
global events in the next three yearsthe FIFA World Cup
and the Olympics.
If the BrandZ report shows anything, its that there is
more to a brand than its bottom line. Indeed, in the eight
years the report has been in existence the BrandZ Top 100
have outperformed the S&P 500 by a margin of 28 percent.
Reputation has never been more important, with
companies like Apple able to stay on top in spite of sinking
stock prices because of the meaningful difference the brand
makes in its costumers lives.
TOP 100 BRANDS BY REGION
North America
Asia
Europe
U.K.
Africa
1%
7%
22%
23%
47%
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154 www.licensemag.com June 2013
The Value of Royalty Audits
Lewis Stark of the firm EisnerAmper discusses the import of royalty auditing and contract
compliance to the licensing industry, in particular how to protect intellectual property.
Brand licensing is now a global business What is the
impact on IP protection and royalty compliance?
It has made it harder, more complex, more time
consuming and costly. IP owners can mitigate the
risks associated with global licensing, including
problematic manufacturing facilities, agent self-
dealings, distribution of unapproved, inferior
products and gray market goods, down-market
distribution, under-reported royalties and more by
actively monitoring the international marketplace
and proactively auditing factories, foreign agents and
foreign licensees.
What is the best royalty strategy?
By undertaking some reasonable due diligence,
licensors can learn how the licensee operates.
Licensors should pay particular attention to how
product is sourced, packaged and sold, as well as
to the limitations of the licensees accounting and
royalty systems, including the common terms their
customers require to sell licensed products. On the
flip side, licensees should make sure the financial
provisions in all agreements make sense and allow
for a profitable business without circumventing any
provision. Simply put, the best licensor/licensee
strategies are based on common goals with clear and
consistent two-way communications.
Are the days of a verbal agreement gone forever?
I believe they are gone and for good reason. IP
owners understand the value of their trademarks
and brands, and licensees have to make substantial
commitments. With so much at stake, both
parties should understand how important it is
to document their agreement. In todays world of
e-communication, we advise all parties to follow up
by email confirming all verbal accommodations.
What should a licensor expect from a typical royalty
arrangement or engagement letter?
Several expectations should be met in the agreement
or engagement letter, with clarity of scope (periods
and agreements to be covered) and intent being
paramount. The underlying agreement should
also address under which professional standard
the audit is being conducted, the form of the
deliverable, the fee and expense arrangement and
how the auditor will assist with the settlement of
the findings. Licensors should expect their concerns
to be addressed by the auditor and that the auditor
focuses on the licensors goals for the audit, with
the aim that their relationship with the licensee be
maintained, if not enhanced.
How would you describe todays IP and royalty
protections services compared to a decade ago?
There is a greater emphasis on brand protection
and mitigating risks. Substantially more resources
and data are available to licensors today enabling
them to self-police IP. Licensing and royalty systems
can automatically identify issues with unpaid
or underpaid minimum guarantees, sales of
unapproved product, excessive deductions and more.
The Internet provides a view into the marketplace,
as well. There are a variety of networking groups
for licensors where IP protection best practices and
information on licensees is shared.
How would you describe todays IP and royalty
protections services compared to a decade ago, and
what do you predict for the future?
I believe license agreements will expand to include
more language that focuses on brand protection,
audit rights and reporting transparency, and
monetary penalties for non-compliance will be
added to agreements. Licensors will require more
self-monitoring and self-reporting by licensees,
and licensors will also require the use of licensing
software and product approval solutions that are
compatible with their systems. More data about
products, budgets, manufacturers, markets and
royalties will be transmitted electronically providing
added intelligence. As e-commerce expands, the
need for forensic IT auditors will increase.
Lewis Stark, partner,
EisnerAmper
Stark specializes
in conducting royalty,
distribution and profit
participation examinations,
contract compliance
investigations, vendor
examinations, financial
due diligence and litigation
support. His practice
encompasses trademark,
brand, character and
patent licensing as well as
vendor, landlord and tenant
compliance examinations.
Lewis leads a team of
compliance professionals
who represent a variety
of licensors of intellectual
properties such as movie
studios, fashion designers,
research organizations,
technology and
pharmaceutical companies,
universities, inventors and
software developers. His
clients also include licensing
and talent agencies,
video game developers,
franchisors, producers,
directors, entertainers,
athletes, landlords and
tenants.
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