TOTAL LICENSING
Italy is the seventh largest economy in ing up well. It’s as if consumers are go- the company name and its characters
the world and although suffering from ing back to basics. Supermarkets and to only those kid-focused products
the economic downturn, the licensing convenience stores are doing well. that meet specific guidelines. Since
sector seems quite remarkably buoy- They are catering for consumers who announcing its food guidelines, Disney
ant, despite the difficulties. are moving from ‘want’ to ‘need’ in has made changes to make healthier
Of course, the challenges in Italy are their buying habits”. foods available and appealing to kids
very much those that are being faced And supermarkets are not the only and families.
the the rest of Europe. Retailers are group to grow. “Discounters are the “We are very conscious of parents’
becoming more and more cautious real winners at the moment”, con- needs to provide their kids with
and consumer pricing is all-important tinued Francesca. “They are growing low fat, healthy products and we’ve
– as a result discounters and mass quicker than any other retail sector”. some ground-breaking licenses in the
market stores are succeeding. Kiosks, Gianesin believes that the change in works”, she explained. “For example,
on the other hand, which tradition- consumer buying habits can benefit we have a new line of low-fat chicken
ally sell large quantities of licensed Disney. “Consumers are still buying nuggets shaped like Princesses launch-
publishing and collectibles, are seeing products for their kids but they are ing and Novaterra’s product lines now
sales slump by as much as 30 to 40 more careful. Disney is seen in Italy include a gluten-free range featuring
percent. as a ‘safehaven’ and our entertainment Mickey. ”
All of this said, generally speaking li- properties in many ways provide an Cars continues to enjoy growth and,
censors and agents are quietly con- escape from the reality of the chang- according to Gianesin, has enjoyed tri-
fident that the business will grow ing world”. ple-digit growth since its launch.
– albeit in a different way – and many This year will see the return of the “Cars is a core boys’ franchise for us”,
are viewing the downturn as an op- Disney Christmas movie with The said Gianesin. “The new CarsToon se-
portunity to be more creative and de- Princess and the Frog, which will add ries of animated shorts continues to
velop closer relationships with their a new Princess to the
licensees and retailers. popular brand.
Francesca Romana Gianesin, VP Retail “We have huge support
Sales and Marketing Italy at Disney in Italy for our Fairies
Consumer Products is very optimistic and Princesses. Tink-
about the coming year. erbell, in fact, was the
“We were aware of the changing best-selling non-theatri-
economic climate a while ago”, she cal DVD in 2008 and it
explained. “We took it seriously and broke the record after
changed our strategy to allow for a only two weeks in the
change in retail and consumer spend- market”.
ing. Of course the economic crisis is Giochi Preziosi have a
terrible”, she continued. “However, in new line of fashion dolls
many ways it does give us the oppor- which will debut this
tunity to do things in a different way”. Spring but Gianesin sees
“Retail is really difficult”, she contin- the new food lines as a
ued. “Hypermarkets, in particular, are major breakthrough in
struggling the most.” the market.
“But there are opportunities out Since 2006 Disney food
there. Food, for example, is still hold- policies limit the use of
50
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144