TOTAL LICENSING
Italy the concept has been used on Teamworks who are looking to take it concerned”.
a vintage bag specially designed and into fashion and accessories. The Backstage strategy moving for-
manufactured by Momaboma, using Bringing the story up to date, Team- wards is to enlarge its portfolio of
original sticker packets taken from works have recently signed to repre- properties with licenses that allow it
Panini’s archive. A number of other li- sent Atomic Betty which has been sold to enter new markets on a distribu-
to Rai Sat. In addition, the company tion and target-age basis.
has signed with Dri to represent Bob- As Pietro Peia continued, “We need to
bypin. ” operate closer to retailers at all levels
Backstage has been an independent as well as broaden our impact on teen-
licensing agency in Italy since 1991. agers and young adults. We have been
The company was originally set up to managing the images of Keith Har-
promote the merchandising rights of ing and this property has allowed us
the Italian Football Association but, in to carry out activities in cooperation
1996, it entered the world of enter- with Max&Co and Iceberg - important
tainment with a character that was young apparel brands. We have also
unknown at the time: Dragon Ball. recently acquired the rights for Sex
As Backstage CEO, Pietro Peia ex- and The City and Tutti Cuti, two fe-
plained, “Dragon Ball not only male properties which should attract
represented the beginning of a the interest of new fashion-oriented
new line of business for us but targets”.
it has also proved a huge com- Entertainment Rights’ agent in Italy,
mercial success in Italy”.. In fact,In fact, DIC2 have recently launched a suc-
many years on, Dragon Ball is still cessful merchandising program based
one of the most popular characters on classic Casper The Friendly Ghost
amongst kids and teenagers. artwork.
censed products will be released next Today the agency manages a number Fashion label Liu Jo has signed a direct-
year. of major licenses in the entertainment to-retail deal for the brand. Vintage
Maria Romanelli, Vice President of world, spanning from Japanese ‘anime’ comic book artwork will be found
Teamworks SRL is optimistic for the properties including One Piece, Sugar on the new Spring collection, includ-
future of licensing in Italy although she Sugar Rune and Beyblade to US-origi- ing t-shirts, tank tops, sweat shirts and
does believe that things will become nated brands such as Star Wars, Indiana underwear for women and children,
more difficult before they get easier. Jones, and the entire Marvel universe along with a full collection of baby ap-
“You get a very mixed impression of heroes. As in many other territories, parel. The range, which is set to roll out
of how things are going in Italy”, she Marvel has proved to be enormously shortly, will be co-branded with Liu Jo.
explained. “Licensing isn’t too bad at popular in Italy. The collection will be available both in
the moment but, inevitably, television “GivGiven our main age target,en our main age target,” explained ” explained Liu Jo’s own brand shops and in high
properties will become harder as the Pietro Peia, “toys, back to school, ki- end concessions across Italy as well
year goes on.”. osk and apparel represent
Romanelli believes that brands will be the key categories needed to
important to companies hoping to ride define a successful licensing
out the recession. “Betty Boop and program as they include all
Hello Kitty have both been incredibly the product lines needed to
popular”, she explained. “I really do achieve visibility for a prop-
believe there will be less and less hit erty”.
properties in terms of children’s char- Peia believes that promo-
acters although Dragon Ball, Gormiti, tional activities within food
Disney and Winx have all done amaz- sector are areas that have
ing business in Italy”. potential for growth in Italy.
Teamworks acquired Bella Sara recent- “Dragon Ball for example has
ly and are building a strong program. been the focus of important
“Bella Sara trading cards have sold 5.5 promotional initiatives for
million in eighteen months”, explained companies such as Zuegg
Romanelli. “We’re now looking to fill and Nestlè. Beyblade, whose
all the other categories”. relaunch is scheduled for
The company also signed British 2010, also has all the char-
brand Withit and already have seven acteristics that should guar-
licensees. The brand, aimed at tweens. antee excellent results as far
Nici is a further brand represented by as promotional activities are
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