TOTAL LICENSING
for 2009. Products through 2009 to 2010.
On the classics side, Looney Tunes Ac- Atlantyca Entertainment was estab-
tive, the brand that uses the natural lished in September 2006, by leading
attributes of the Looney Tunes charac- Italian publishing entrepreneur and
ters to encourage fitness in children, is creator Pietro Marietti who with
enjoying a positive response. Elisabetta Dami, produced one of to-
After participating in 2008 Basket For day’s most successful junior publishing
Life, the Looney Tunes Active took sensations, the celebrated kids book
to the field once again to promote a series Geronimo Stilton. Atlantyca is
healthy and sport-based lifestyle, to- the licensor of the Geronimo Stilton
gether with Virtus Pallacanestro Bo- book series and is responsible for
logna, which has organized the 2009 seeking new business opportunities
edition of the project. for the books and all of its charac-
Of course, a major initiative for Warn- ter spin-off franchises. Last year, the
er Bros this year is Harry Potter and company teamed with co-partner,
the Half-Blood Prince which will be MoonScoop Productions, to develop
released theatrically in July. Licensees and co-produce the new Geronimo
including Panini and DeAgostini have Stilton animated series for fall 2009.
released significant sales figures (1.25 The company’s licensing division man-
attract kids on Playhouse Disney and billion stickers, 23 million partworks) ages the international licensing initia-
the Disney Channel and our toy part- and have committed long term sup- tives for the Geronimo Stilton brand
ner, Mattel and our other licensees all port to the development of the brand and is the appointed Italian licensing
have a lot of new product”. as an evergreen. agent for Taffy Entertainment’s Code
A major event for Disney in Italy this Nickelodeon’s focus for this year in Lyoko, Growing Up Creepie and Dive
year will be the relaunch of Toy Story. Italy is the relaunch of SpongeBob. Olly Dive!
“We’re very excited about the 3D Toy Following research that demonstrated Atlantyca and MoonScoop Group
Story 1 and 2 and, of course, the new that 40% of SpongeBob viewers are have recently signed leading toy
Toy Story 3”, she explained. adults or young adults, the company company Giochi Preziosi as the first
The adult market, too, is big for Dis- will reposition the character as a fash- major European toy licensee for the
ney. “We have a really good program ion brand for adults, at the same time newGeronimo animated series.
of fashion products in Italy,” she said. as expanding their children’s program The deal provides Giochi Preziosi with
“Mickey is very strong in adult fashion through their ‘Think Happy’ campaign the rights to create toys based on the
goods but we also have a popular Fair- which will see THQ launch three new series, which will roll out across Eu-
ies range of T-shirts, jeans etc through SpongeBob videogames this year. rope beginning 2010.
Iceberg”. On a different note, iCarly has been The new TV series (26 x 22 min),
Disney are enjoying catering for pre- sold to Mediaset and will begin air- now in the final phase of production,
teens with High School Musical. The ing on Italia 1 this Spring. ICarly and centers on the life and adventures of
soundtrack from the third movie, in Kai-Lan will form key properties for Geronimo Stilton - head of a veritable
fact, went Platinum in Italy after only Nickelodeon and Viacom Consumer media empire and Benjamin Stilton, his
three days. fearless young nephew.
So where does Gianesin see the com- “We know that Geronimo Stilton
pany in twelve months time? “I re- is one of the most sought-after new
ally do believe in staying positive”, she brands in the kids’ business and
commented. “It’s part of our Disney we’re honored to be named the Eu-
heritage. Walt Disney had the vision ropean toy licensee,” said Graziano
to launch a business during the de- Delmaestro, Licensing Director for
pression of the 1920s. Just as he did, Giochi Preziosi. “We’re looking for-
we’re investing in new projects and ward to creating some unique and fun
properties. In time that will make us products that represent the joy kids
stronger”. and parents feel when they read the
Warner Bros Consumer Products in Geronimo Stilton books at home.”
Italy are focusing on a number of key “Giochi Preziosi continues to be one
areas this year. The superhero catego- of the leading innovators in the toy
ry is important to them, particularly in business and they are the ideal compa-
these times of economic depression ny to bring Geronimo Stilton toys to
when consumers are looking for fa- kids throughout Europe,” said Maria
miliarity and escapism. Batman and the Giovanna Gurrieri, Licensing Director
DC Comics portfolio are key brands at Atlantyca Entertainment.
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