Total Licensing Winter 2007 - (Page 34)
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LICENSING CHORION PREDICT GROWTH FOR NODDY Significant retail growth is
predicted for Chorion’s Noddy brand for 2007 following a successful 2006
that saw Noddy toys and games sales increase by 31% in value and key
licensee Golden Bear enjoy growth of almost 100% year-on-year. At the
heart of the brand’s strong retail value in the UK is a long term
broadcast agreement with Five who has committed to showing Noddy for a
further five years from 2007. This is understood to be one of the longest
broadcast contracts ever signed and this support has given licensees and
retailers the added confidence to invest in new Noddy product lines and
extensions. Leading the way for new Noddy product in 2007 is a line-up of
licensees. Leapfrog is launching Noddy onto the Leapster platform, Mattel
is developing a Noddy ‘My First Scrabble’ game, Character World is
introducing a range of bedding, Mega Gain is creating a new Noddy Remote
Control Car and Ravensburger is producing a new set of puzzles.
Internationally, the Chorion owned Noddy property is also benefiting from
a new interactive website - www.noddy. com. The BIMA award-winning
website, which recently re-launched in the UK and the US, includes an
episode streaming feature, fully branded shop and exclusive content for
registered users including a free Parent’s Guide to Noddy that sets out
how Noddy can help a child’s development. Lori Heiss, head of marketing,
Chorion Ltd, said, “Noddy has proven learning credentials for young
children and this is a major part of his international appeal and huge
success at retail. 2007 will be an exciting year for Noddy as we look to
build new partnerships to communicate Noddy’s learning and developmental
benefits whilst supporting our licensees as they introduce new Noddy
product lines at retail.” In addition to the new licensees Noddy is
treading the boards from February to September 2007 in a Noddy stage show
from Children’s Showtime Productions - “Make Way for Noddy and
Friends”.The show will appear in over 50 venues nationwide entertaining
some 150,000 Noddy fans. NEW LICENSES FOR BRANDZOO’S MADAMS Brandzoo
report that, following Brand Licensing Show, they are currently
negotiating additional licenses in key product categories for the Moody
Little Madams brand. Brandzoo’s Jenny Johnstone said, “Launching a new
brand in today’s market is tough, you need to have a lot of faith in the
brand you are promoting and a lot of patience too. It is understandable
that licensees are becoming more and more risk averse there are more
followers than leaders , and you have to work with that. Working with the
brand owner M3dia and TDP, we made the decision to test the market with
product first. Fortunately, our faith was met by enthusiasm and orders
from the buyers at Tesco and Asda. The successful launch and sell-through
of the underwear and nightwear product through Tesco in October 2006,
proved Moody Little Madams to be a very strong contender in the girls
teen/tween market. This information was presented to licensees and
retailers at the Brand Licensing Show and the response has been very
positive indeed, and we are looking forward to an exciting year ahead”.
In addition, Brandzoo has been working closely with M3dia and animation
company Animoon to develop its TV concept, Text Team. Dave McGowan,
creator explained, ‘”Text Team is an upto-the-minute, unique storyline
that all kids will relate to. The amazing adventures of the Text Team is a
straight battle between good and evil; four kids and a dog strangely
entrusted with incredible devices that have the power to change the world.
If they fall into the wrong hands of the nasty Evilliam Hasscrack then
we’re all in trouble! Evilliam wants to rule the world, the kids are off
for some chips …let the battle commence!” The company is currently
working on a pilot for launch at MIP TV in April 2007. Finally, Brandzoo
continues to represent the Content Film property The Wheels on the Bus, a
pre-school 3D CGI property currently airing four times daily on Tiny Pops
in the UK. Recently the series has been sold to VTM and Jetix for the
Benelux territory where is it represented by Bruno Productions. Brandzoo
is working closely with Bruno to develop the program for the Benelux
territory and, to-date, rights have been placed with Bridge Entertainment
for DVD and Santex for clothing. Music, publishing, toy and gift rights
are currently in negotiation. 34 Warning : Unknown : The session id contains invalid characters, valid
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Table of Contents for the Digital Edition of Total Licensing Winter 2007
Total Licensing Winter 2007
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