TOTAL LICENSING
as rolling out to exclusive department Marini for hats and scarves and New
stores around Europe and China. Links for activity books.
Italian high street fashion brand Monel- The Licensing Factory are also work-
la Vagabonda is also set to launch a ing on Spider Riders from Cookie Jar
more main stream co-branded apparel and have signed Hobby&Work, Edibas,
collection in the mid-level price range. Giochi Preziosi for snacks and sticker
The range will launch across Italy’s albums, Seven for back to school, Play
fashion retail outlets Spring 2009. Press for activity books, Jaxo for hats
Other licensees onboard include Tes- and scarves, Shoesy and Star Comics.
siltech for socks and pyjamas and The Liabel Company began licensing
Aldiladelmare for jewellery and in 2005 and are involved in licens-
bags. Entertainment Rights has ing in and licensing out. Liabel now
also teamed up with Pernigotti has twenty-six licenses with Italian
to launch chocolate Eas- and German partners covering pyja-
ter eggs for 2009, and Salati mas, tights, socis, scarves, beachwear,
A further series is in production and
Preziosi are due to launch swimwear and linens.
will begin airing on Rai 2 in Spring next
Casper salty snacks during Since January this year, Liabel have
year. To date, the series has been sold
Spring 09. been involved in creating underwear
into 25 different countries.
2009 marks Casper’s 60
th
anniver- and nightwear for children featuring
On the licensing side, Federica Mag-
sary which will be celebrated with the Fiorucci brand as well as under-
gio, explained the company’s strategy.
the launch of the brand new CGI wear for adults using the Fiorucci
“We have presented the series to key
animated series, Casper’s Scare Pin-up brand. In addition, the company
licensees in different categories and
School. This series is due to launch has created a range of underwear and
they have been very positive. In ad-
on Mediaset in October and Gio- nightwear utilising the Cacharel brand
dition, we have used social networks
chi Preziosi is onboard as master from France and the Carrera brand.
to publicise the series which has been
toy partner across Europe. A soft Enanimation was created in 2003 as
very successful”.
launch of playsets, figurines and an independent production company,
Negotiations are underway with a
plush will roll out in the latter specialising in animation. Enanimation
wide range of licensees for product
part of 2009 with more SKUs plays an active role in productions not
including apparel, toys, cakes, sports
in development for 2010. only from the business side but also
items, giftware and party goods. In ad-
DIC2 has also appointed Edi- from a creative point of view.
dition, a publishing program will launch
bas to develop stickers and In 2007 Enanimation began to invest in
in Italy this September.
collectible figurines and is cur- promoting its brands and properties
The Gruppo Alcuni Licensing team are
rently looking for partners to take on and created a licensing and merchan-
continuing to license their key prop-
publishing, part-works, games, back-to- dising division.
erty – The Pet Pals and Marco Polo’s
school and promotions. Projects to date include feature films
Code. Theree araree nonoww thrthreeee seasons of seasons of
Founded in 2004, The Licensing Fac- Mia and the Migou, coproduced with
Pet Pals and a fourth currently in pro-
tory represents a number of prop- the French company Folimage and
duction. The series is already distrib-
erties in Italy including Jackers! from Italy-based Gertie, that launched the-
uted in over 30 countries with new
Parthenon. Licensees to date include atrically at Christmas, together with
territories including the United States,
Hobby&Work for DVDs, Edibas for Friends Forever. On the television side,
Russia, India and Turkey.
sticker albums, Gedis for cards, Silvano the company has two major projects
The characters will also star in a 3D
– Three Friends which airs on Rai 3
feature-length film which will be re-
and Me, Myself and the Others.
leased this Christmas. InIn anticipation anticipation
Uffa! Che Pazienza (Me, Myself and the
of the film, the last few months have
Others), is a key Enanimation proper-
seen a number of Pet Pals products
ty. It is a digital television series of 52
reach retail. The most recent is a line
x 5 minutes based on stories by An-
of plushy toys, together with accesso-
drea Pazienza. The series is an Italian
ries from Petra Toys. Another recent
and German co-production between
development is a deal signed for the
Enanimation - Rai Fiction – Motus and
creation of Pet Pals branded tricycles,
MotionWorks. The project has cost
peddle cars and electric cars and mo-
over 2 million Euros. At Cartoons on
torbikes for children.
the Bay last year, the series was named
In addition, leading Italian cosmetics
the best children’s television series.
company, NEC, has acquired the Pet
The series began airing last November
Pals brand in order to produce a col-
on Rai 2. This Spring it will also air on
lection of products including shower
RaiGulp together with yo-yo Raisat.
gel, bubble bath, shampoo, liquid soap,
soap and toothpaste and Oviesse,
58
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