TOTAL LICENSING
included players like Nutella, Colgate, markets being Mexico and Brazil.
Pepsi, major QSRs and LippoBank. All categories have been licensed,
Indra Suharjono believes that Chi- with some being part of trends,
na will be the key market for 2009. yet the two categories that have
“SpongeBob’s simple humour is maintained a growing stream of
gender neutral and we really do be- business throughout the past five
lieve that 2009 will be the year of years has been branded foods
the sponge in China”. Hong Kong and promotions, and they con-
will also be a target market and, in tinue to have the most potential
Japan, Suharjono is looking to cre- for growth. Within the past cou-
ate more product aimed at younger ple of years, SpongeBob has been
children rather than the adult market the leading promotional proper-
although DVDs are continuing to sell ty for major categories such as
well amongst Japanese adults. confectionery, salty snacks, tele-
In Latin America, Nickelodeon have communications, dairy products,
agents including Exim for Brazil, Tele- etc. SpongeBob has also been
visa for Mexico and CPL for other the core of many retail promo-
Latin American territories. Sponge- tions, from high end, mass, and
Bob entered the Latin American Mar- specialty such as publishing re-
ket in 2000. However it wasn’t until tailers. High ratings on pay TV
the Latin American office opened in as well as Free TV have signifi-
2004 in Miami for consumer products cantly supported the SpongeBob
that the business really began to take Consumer Product program. In
off. This focus on the business led to 2009 SpongeBob will have un-
double digit growth from year to year, precedented marketing support
transitioning the brand from a “Hot” which will include on-air, off-air
property into an evergreen. The ma- activities, specific retail promo-
jority of the Nick licensing business tions, launches of new product
in the region came specifically from categories being launched, and
SpongeBob, with the most important giving way to growth in new ar-
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