Total Licensing Winter 2007 - (Page 71)
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LICENSING to some categories mainly due to the lack of retailers
comparable to US chains such as Hot Topic and Clinton Cards. However we
are seeing companies beginning to realise the potential and beginning to
take advantage of this market. In Sweden Gallerix has done well by
targeting the young adult sector for posters, cards and gifts. They have
done an tremendous job of creating an experience for consumers in-store
and taking full advantage of the entertainment qualities of licensed
products”. “Regarding mass market stores there are a few strong local
chains operating in the different countries” explained Aberg. “A few
have operations across country borders, most notably, Coop operating
supermarkets, hypermarkets and convenience stores in Denmark, Norway and
Sweden”. Morten Geschwendtner, CEO and joint owner of Kidz Entertainment
sees the Nordic territory, traditionally not a strong area for licensing,
as having enjoyed rapid and dynamic growth over the past two or three
years. “At the moment licensing accounts for around $20 million a year
in retail sales, with apparel and home furnishing making up almost two
thirds of that amount.”, said Geschwendtner. “But I think we have
barely scratched the surface. The potential total retail market value
could reach $100million”. Ironically however there are signs that the
licensing sector may be paying for its own success. “Sales of licensed
products are really starting to take off now,” says Geschwendtner.
“But retailers are starting to get smarter. As more and more licensees
enter the market retailers are putting pressure on and starting to demand
more favourable terms in deals.” This means, according to Geschwendtner,
that licensors have to work more closely with retailers and licensees to
provide more support. Traditionally apparel is a strong area, especially
hosiery, nightwear and underwear. Home furnishings also do well with
bedding and towels the most popular areas. Stationery and children’s
publishing are also strong areas. In terms of toys Scandinavian children
seem to enjoy construction toys, especially wooden puzzles and wooden
toys. Brands such as Lego and Brio are particularly popular. That said
Transformers is growing in popularity among boys right now and should be
even stronger with the release of the Transformers movie in 2007. Like the
rest of the world, the battle of the dolls is also being fought in the
Nordic territory and, as in many other areas, Barbie is suffering. Bratz
is extremely strong in Nordic and while Barbie remains popular, it is
being squeezed between Bratz and the Disney Princess lines. The Disney 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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