TOTAL LICENSING
BIC based in Milan is one of the long- as the Film Festival and In addition, the company has
est running independent licensing the Carnival and recent added new prop-
agencies. The company was founded merchandise will erties to its portfolio
by Oscar Massari in 1972 and, over be created including Deltora
the years, has handled properties as di- incorporat- Quest, Mizz, Milo
verse as The Smurfs, Inspector Gadget, ing the new Manara and Pani-
The Simpsons and Heathcliff. logo, which ni Collection.
In addition, BIC handled the licensing features Deltora Quest
in Italy for FIFA World Cups in 1982, Snoopy is a 52 half-hour
1986 and 1990 as well as the Barce- dressed as a animated series
lona Olympics in 1992. gondolier. based on fifteen
In 1992, the company signed a rep- “We will real- fantasy books
resentation agreement with United ly be publicising written by Austral-
Media for Peanuts and United Media’s this new venture”, ian children’s writer
other properties. The same year, they explained Claudio Mas- Emily Rodda and published
signed to represent Garfield and in sari. “Of course, we can use all by Scholastic. It is the first western
1997, in an agreement with the Carlo the key locations in the city such as the book ever produced into an anime by
Collodi Foundation, they registered airport and station etc and we’re really Japanese Studio OLM. The books have
the Pinocchio trademarks. looking forward to opening our flag- sold over 10 million copies across 31
Today, under the guidance of Claudio ship stores that will carry the branded countries with a primary target of
Massari, BIC continue to represent Venice and Snoopy merchandise”. children aged 6-10. Several categories
a wide range of properties, including Mondo TV S.p.A. owns one of the larg- have already been licensed in Japan
Peanuts which has been the subject of est animation libraries in Europe, con- including a DS videogame, collectible
a major deal with the City of Venice. sisting of more than 1,500 television cards, stationery and confectionery. In
“We’ve been working on this for a episodes, together with more than 50 terms of Europe, back to school has
while”, explained Claudio. “It’s such an animated movies for video and theat- been signed in Spain and Italy. The se-
exciting project. Basically it is a joint- rical release. In 2001 and 2002 Mondo ries will begin broadcasting in Spain at
venture between the City of Venice TV Group further expanded its library the end of this year on pay-TV and on
and United Media whereby Snoopy while reinforcing its presence on ma- digital terrestrial in the first quarter
becomes the spokescharacter for the jor Central and Eastern European mar- of next year. In Italy, broadcasting will
City”. kets, increasing to more than 60% its be terrestrial and will start in the first
A new Venezia da Amare logo has been holding in the share capital of German quarter of next year. The Licensing
created linking the City and Snoopy company Igel Media Ag and Mondo TV Machine is currently negotiating with
and product will be sold in special re- France began operating in 2006 with several broadcasters in Europe (in-
tail stores which will open in the com- Mondo TV Spain opening in 2008. cluding Germany) and expect to close
ing year. The international licensing department deals in the next few months to cover
So why Snoopy? As Claudio Massari is based in Rome and is majoring on a key European territories within 2009.
explained, “The City of Venice has number of key properties produced The Panini Collection is an extensive
50,000 residents and more than 20 by Mondo. AA major brand which will major brand which will brand licensing project originating
million visitors each year – the major- launch later this year is Angel’s Friends. from the distinctive logos of the com-
ity of whom will know Snoopy. This Aimed at children and tweens aged pany, the ‘charging knight’ and the ‘bi-
deal basically links a world-renowned five to twelve, the series comprises 52 cycle kick’. They both identify Panini’s
City with a world-renowned charac- x 13 minute episodes of 2D animation products in more than 100 countries
ter”. Snoopy will have a presence at with CG effects. Another series is Kim, worldwide and are recognized icons.
all important events in Venice, such based on Rudyard Kipling’s novel and For both adults and children, Panini
co-production by Mondo and Rai Fic- is synonymous with games, swapping,
tion. The series comprises 26 x 26 epi- collecting, colour, culture and tradition
sodes and will be completed this April. and rekindles in adults the memo-
Gladiators is a further 26 x 26 episode ries of their childhood. The Licens-
series co-produced by Mondo and Rai ing Machine’s brand strategy, set to
Fiction. It will be completed this April develop licensing in various phases, is
and won the Pulcinella Award at Car- to choose specially selected partners
toons on the Bay last year. – all leaders in their specific industry
The Licensing Machine, the brand li- – to develop exclusive products which
censing division of the Panini Group, bring together and mix the experience
represents a number of Japanese prop- of those companies with the creations,
erties including Naruto, Death Note, photographs and colours of the Panini
D.Gray-Man and Fullmetal Alchemist. universe and its heritage of images. In
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