NEWS
TOTAL LICENSING
LICENSED STATIONERY TO FEATURE ALL BLACKS RUGBY
The New Zealand Rugby Union (NZRU) and Gruppo Catorama have announced a new licensing partnership featuring
official All Blacks licensed school accessories and stationery. This the first All Blacks school collection in the Northern
hemisphere and will include diaries, organizers, exercise books, pencil cases and school bags, and will be released into
stationery stores throughout Italy in time for back-to-school 2009. Gruppo Cartorama, specialising in licensed school ac-
cessories, stationery, gift items and Christmas ornaments, will create and distribute the collection.
Gruppo Cartorama’s uncontested position in the Italian market apparently is not the only reason the NZRU chose them
as partner. Gruppo Cartorama’s continual ability to create innovative, high quality collections that reflect the brands they
represent, were also major factors.
The All Blacks offer a strong licensing platform as they have dominated rugby for over 100 years. Developing licensing
partnerships for the All Blacks in new markets in Australia, Europe, Asia and North America is one of the NZRU’s direc-
tives for Velocity Brand Management New Zealand (VBMNZ), the official product licensing manager of the NZRU. VBM-
NZ recognises the importance of continually strengthening the All Blacks brand in the New Zealand market while looking
abroad for new licensing opportunities. This will expand global audiences and continue to boost the All Blacks fan base.
STRATEGIC TIE-IN FOR LIFEBOAT LUKE
Lifeboat Luke, a new animated series has announced a partnership with the UK’s Royal
National Lifeboat Institution. The agreement heralds the start of a new collaboration using
the characters and settings of the series to create a range of products for children. The
RNLI has over 140 shops in the UK and Republic of Ireland selling gifts, toys and collecti-
bles and profits go towards the lifesaving work of the charity.
Commenting on the series, Spencer Gammond, Head of RNLI External Communications
said, “The RNLI is very excited to be involved with Lifeboat Luke. Luke is a brave young
Lifeboat who is faced with many challenges and we are delighted our Lifeboat name is
being used in such a positive way. The cartoon exposes young children to some key safety
messages in a fun way and we are sure that this series will help inspire a new generation of
RNLI supporters”. Broadcastingoadcasting deals hadeals havee alralreadyeady been signed with Rbeen signed with RTE, US HD Channel US HD Channel
Animania, RTV Slovenia, DR2 Denmark, and Al Jezeera. Negotiations are well under way in
the UK and other territories worldwide.
Alastair McIlwain, Lifeboat Luke’s creator and director said, “As a sailor myself, I’ve a
lifelong interest in the show’s subject. In fact I first talked to RNLI about Lifeboat Luke in
1992 so I’m delighted that the partnership will enable some of our profits to go to help
the work of the RNLI and its volunteer crews. I’m also really delighted that we’ve man-
aged to produce and finance the series entirely within the island of Ireland. It was worth
the wait!”
Lifeboat Luke was produced in Holywood, Co. Down, Northern Ireland and is the first
major animation series to be originated in Northern Ireland.
ADNESS SIGN MEDIASET IN ITALY FOR KAMEN RIDER
Adness Entertainment has announced it has finalized a licensing
agreement with MediaSet in Italy for the live-action franchise Ka-
men Rider Dragon Knight.
“We are extremely pleased to have forged this important relation-
ship with MediaSet,” said Castaneda. “We believe in the strength
of this series and are certain that the adventures of Kit Taylor will
be very well received by Italian audiences.”
Kamen Rider Dragon Knight was produced by Adness Entertain-
ment in high definition with action sequences and CGI special
effects. The series follows the heroic adventures of teenager Kit
Taylor, who discovers a mysterious deck of Advent Cards that
grant him the power to transform into an ancient armored war-
rior called a Kamen Rider. He joins Kamen Rider Wing Knight
to battle the renegade warlord General Xaviax and his army in
both the real world and an alternate reality called Ventara, or Mir-
ror World. Kamen Rider Dragon Knight is based on the original
series, Kamen Rider Ryuki, produced by Toei Company and aired
in Japan in 2002.
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