TOTAL LICENSING
A Licensing Update
CPLG Germany report that Fanshirt, Thanks to Fanshirt, Oliver Kahn end Best of Snoopy porcelain line
the brainchild of S&L Sports and Li- sported the names of more than 3,000 CPLG also report that their licensing
censing AG, Switzerland, is going from of his fans on the shirt that he wore strategy for The Simpsons - focussing
strength to strength in Germany’s during his farewell game in Septem- on a younger target group, as well as
ber 08. This is no mean feat given the a female audience - is seeing excellent
strict apparel rules of the Bundesliga, results. Plans for 2009 include perma-
which states that alternative shirts can nent retail activity with a strong focus
be worn just once a season. However, on the apparel and gift sector. In addi-
the concept is not exclusive to foot- tion, a major expansion in the toy and
ball or shirts – it was applied to the outdoor sector is expected for 2009,
boxing robe of Wladimir Klitschko for with a strong focus on permanently
his World Champion Unification Fight extending these key categories.
in New York vs. Sultan Ibragimov. The Currently the darling of German TV,
robe was donated to the RTL Spen- The Simpsons airs on ProSieben with
denmarathon who sold it at auction 2 million viewers per show. Other
recently for more than 100,000 Euro. licensing highlights for 2008/09 in-
Over and above sports, CPLG are ex- cluded BTS activity with Pritt, the glue
tending the reach of classic properties stick made by Henkel, who produced
sporting world. The concept is simple. including Peanuts, Sesame Street and a limited edition Pritt Stick featur-
Fans can buy a space on the shirt of The Simpsons. ing the faces of each Simpson family
their player of choice on which their One of Germany´s most successful li- member. In addition, United Labels
name will be printed (up to 5,500 censed properties, Peanuts continues enjoyed great success last summer
names can be written on one shirt). to expand. The publishing program for with the launch of a new range of The
This shirt is then worn by the chosen Peanuts will be heavily extended with Simpsons barbeque products, includ-
player during an official game of The the addition of a number of new titles ing aprons, cooking hats, gloves and
National Team and a replica is sent to from Carlsen and United Labels con- tongs which were distributed in spe-
the participating consumer. tinues to enjoy success with its high cialist trade and retail outlets.
LICENSES FOR BULLS
VICKY THE VIKING
Studio 100/EM Entertainment report
Bulls Press report a number of different
that 2009 marks the 35
th
TV anniversary
signings for their various properties includ-
of Vicky the Viking – and to celebrate,
ing Schumann Design who have designed
Vicky will be weighing anchor for the
the first Love Is... wedding and friendship
big screen with celebrity director
rings. The rings are made of titanium, silver,
Michael Bully Herbig.
gold or platinum and allow the consumer
The 78-part series made its first
to have words engraved on the inside. San-
appearance on ZDF, and since then,
tex has also signed as a Bulls licensee for
the successful format has continued to capture the hearts of television
both Born to Shop (apparel, nightwear
viewers young and old alike. First published in 1963 and honored with the
and underwear) and Charlie Chaplin (T-
German Youth Literature Prize Vicky the Viking is based on the children’s
shirts). In addition, Fun4u has developed a
novels of Swedish author Runer Jonsson. Last year saw a sharp increase
new No Rules product line. Fingerboards
in popularity for Vicky. In May, Herbig filtered through a total of 4,400
are collectors’ items and will be retailed
applicants from across the country in a six-part casting show screened
through Intersport. On the classic side,
during prime-time on German free TV station ProSieben to find the right
Bencard Allergie have signed to use
actors to play in his “crew”. The grand finale saw him select six Vikings to
Popeye in an advertising campaign. The
play the roles of Faxe, Snorre, Ulme, Urobe and Gorm. In August 2008
phamaceutical company has developed
Herbig, who has pulled in cinema audiences of over 23 million with his last
different materials including adverts,
three movies, began filming Vicky the Viking – with shooting at locations in
posters, folders, mailings and calendars
Bavaria and Malta. Under the auspices of producer Christian Becker and
using the character. In addition, United La-
Rat Pack Filmproduktion in cooperation with Constantin Film and herbX
bels have recently developed a new Betty
film – and under license from Studio 100 Media / EM.Entertainment,
Boop bag range.
Constantin Film is set to release the movie in September.
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