TOTAL LICENSING
territory) and can provide sustainable Travis Rutherford: “Being smart products serve two functions”.
profit margins to their retail part- about how much exposure they have Jessica Dunne: “The Disney brand
ners”. in their respective businesses. Licen- will continue to grow because the
Bruno Schwobthaler: “The whole sees will no doubt be looking to re- brand stands for quality and delivers
EMEA region has been impacted firstly duce risk on guarantees and will be on an emotional chord that fami-
by a Christmas season that was very looking for reductions in royalty rates lies respond to. The brand immedi-
tough, then from difficulties of retail- if this tough economy continues for ately communicates that the product
ers, then licensees. It is very likely that a longer period of time. I, personally, and/or property is safe for kids and
market conditions will drive strong think licensors may be willing to ac- families to enjoy. Within the Disney
rationalisation across the board: start- commodate this to some extent, but portfolio, Disney Princess and Fairies
ing with consumer purchase behav- will want a bigger share of the back- will continue to deliver. Also, Han-
iours which will change”. end profits if the property is success- nah Montana, Cars and Jonas Broth-
ful. After all, it is all about balancing risk ers will continue to resonate with kids
What measures do you think licen- and reward for both parties”. and tweens and drive growth for our
sors or agents can take to minimise Bruno Schwobthaler: “We can fo- overall portfolio”.
the effect of the economic down- cus on fewer/bigger properties and es- Liz Kalodner: “I think there’s real
turn? pecially the proven successes and clas- potential for classic, nostalgic prop-
Gustavo Antonioni: “It is important sic brands with heritage rather than erties that make people feel safe and
to connect with consumers, to under- new ones. Fewer but better executed secure in difficult times – shows in
stand what they are buying and what brand programs at retail will impact our portfolio like Cheers and Happy
they need, now and in the future. We the market more positively than mul- Days. At the same time, I believe that
continue to commission research to tiple weaker initiatives”. the youth who responded to Obama
understand emerging trends and shifts in such great numbers because of
in consumer demand, which is some- What types of properties do you their optimism and hope and desire
thing we have always done, regardless believe can do well in the coming for change will flock to contemporary
of the economic climate. However year or so? properties that demonstrate empow-
with less room for error, it is increas- Gustavo Antonioni: “In these tough erment and independence and defin-
ingly vital to provide the right prod- times it’s important to offer brands ing one’s own place in the world. Our
ucts at the right time and with the that have a proven track record of shows America’s Next Top Model and
right brand”. consistent success. The brands that 90210 are good examples”.
Gustavo Antonioni
ITV Global
Jessica Dunne: “We need to focus make up our portfolio are fantastic Maura Regan: “I believe that proper-
Entertainment
on brands and properties that people examples of this - connecting with ties that are innovative and are com-
know and trust because retailers and millions of viewers each week, they petitively priced will do well. I also
consumers can not afford to be disap- become an intrinsic part of the nation. think that classic properties - again at
pointed with their purchase”. We can create brand extensions that the right price point will do well. Con-
Al Kahn: “Looking at our own ex- are real, that are appealing and that sumers are looking for familiar brands
pense structure and adjust those things continue to engage with the consumer. they trust in that deliver good value at
down to take into account what the We are working toward the 50
th
anni- the right price”.
economy is doing currently. Also more versary of Coronation Street in 2010 Travis Rutherford: “Those that can
creativity in our promotions, product – a brand with massive consumer show the retailer and licensee they
design and development, which, in ag- appeal and huge longevity – we are have performed in other markets or
gregate, will give consumers more of a creating a huge national celebration; segments. The big well-known theatri-
reason to purchase our products. TV specials will be supported with cal sequels or long-running TV shows
If you’re the property owner or have a off air publicity events, DVD releases, with built-in audiences should fare well
licensee who is selling products to the retail activity and sponsorships. Also vs those brand new unknown proper-
consumer… and assuming you have our new show Britannia High is very ties entering the market”.
appropriate shelf space and inven- relevant to today’s young consumers Bruno Schwobthaler: “In EMEA, we
tory levels…I believe in being more –we have created a range of clothing see that Super Heroes are very likely
aggressive to the consumer to have and products that embody the lifestyle to expand further and reach out to
Jessica Dunne
your property take a bigger percent- of each leading character and the con- new categories and demographics. The
Disney Consumer
age of the pie. I wouldn’t cut down sumer can choose who he/she wants image and values of some of them are
Products
on promotion or advertising….but I to be. Our offering also includes chil- very much in line with big underly-
would cut down on a lot of non-lin- dren’s properties; Numberjacks, Bella ing market trends that are key in our
ear functions. We did this, to good Sara and Pocoyo, all which have a dual region such as living a more active/
effect, with our own successful brand, purpose, they educate and entertain – healthy lifestyle or taking care of the
Chaotic. I believe in a down market, which again, are factors that in a credit environment for instance. In times of
this will help earn a bigger share of the crunch become more appealing from a uncertainty, classics will also be a valu-
smaller pie”. consumer’s point of view because the able option especially if they can offer
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