TOTAL LICENSING
a major Italian clothing retailer and These include promos featuring The high successful. These in turn
manufacturer with over 300 shops Simpsons with Ferrero, PsychoPsycho with with have led to the creation of
in Italy and overseas, has created Au- Fiat, Marvelel withwith Trenitaliaenitalia (Ital(Italy’ss NaNa-- the Tonino Lambo-
tumn/Winter and Spring/Summer col- tional Railway Company), King Kong, rghini Hospitality
lections with the Pet Pals brand for WWE, Shrek and The Simpsons Movie brand which
children aged between 0 and 9 years with Pepsi and TheThe Simpsons with KSimpsons with Kel-el- encompasses
old. On the footwear side, collections logs. In 2008,In 2008, CPLG ItalCPLG Italy secury secured a ed a hotels and
of shoes, slippers and sandals have deal for pre-paid credit cards featuring condo-ho-
been produced by FLY. The Simpsons. This was the first deal tels offering
On the publishing side, Mondadori has of its kind on financial products in Italy. ‘hospitality
published seven Pet Pals books over Not only was the promotion a major characterised
the last two years with new editions success but CPLG Italy was credited by discreet luxury’.
due to launch and Banzato Hamelin with opening up this previously un- The first Tonino
has produced a range of stationery, tapped market. Lamborghini Busi-
including notebooks, copybooks and In addition, CPLG Italy was the first ness Hotel was
folders. agency able to break the Italian mar- opened in 2007 near Parma in Italy.
Granie & Partners is a division of the ket’s reluctance to license movies. All the rooms reflect the Tonino Lam-
Preziosi Group and its brand Preziosi Examples of recent success stories borghini design style. Next to the
Collection which identifies a wide include DreamWorks movies, Spider- hotel there is the first Italian Tonino
range of collectables sold via news- man 1, 2 and 3, The Simpsons movie Lamborghini Caffè Lounge, a wine bar
stands and kiosks in Italy and other and Universal and MGM movies. which offers its clients international
European countries. CPLG Italy has also had great success cocktails, the best Champagnes and a
The Preziosi Collection has recently with a number of brands from other selection of over 100 exclusive wines.
launched a new pub- sectors. Examples of The complex is internally linked to the
lishing division with these are Skelanimals Ego Village, one of the biggest multi-
a view to handling a and Valerie Tabor sport centres in the area. Following
number of publishing Smith – both design- the success of the Tonino Lamborghini
projects including led properties that Business Hotel in Italy, the Hospitality
licensed magazines have been launched project has seen the launch of a 20-
with covermounts in Italy, with little floor building in Dubai Sport city, the
featuring Gormiti, or no prior brand Elettra Residence, and, at the beginning
Puppy In My Pocket awareness amongst this year, a new hotel in Syria, near the
and Hello Kitty. consumers. historical city of Aleppo.
The monthly Gormi- Valerie Tabor Smith On the product side, Tonino Lambo-
ti magazine current- is already the sub- rghini has recently present its first
ly has a circulation ject of a number of complete collection dedicated to kit-
of 100,000 copies licenses in the gift, surfing. The line is an exclusive col-
per issue as does back to school and laboration with the Italian Kitesurf As-
Hello Kitty which homewares line and sociation which Tonino Lamborghini
launched last De- Skelanimals has been supported last summer in its various
cember. Both have signed by high-end sporting events aimed at the promo-
licensed products on covermounts. In apparel company Pinko as well as Car- tion of kitesurfing as a sport in Italy.
addition, Puppy in My Pocket debuted torama for back to school and Edibas The collection comprises twenty five
on a bi-month basis last December. for giftware. different items designed for men and
For 2009, Granie are broadening their Of course, brands and fashion have women including shorts, T-shirts, polo
product offering to include new pub- long been popular in Italy and the shirts, sweats, cargo pants and other
glishing series and the development of Tonino Lamborghini brand has enjoyed items and will be instore from April
new DVD collections together with success over a number of years. this year.
magazines and DVD packages. New In the mid 1990s, Tonino Lamborghini The recent Pitti Immagine Uomo fash-
launches for this year will include Bella launched his own line of gastronic ion expo in Florence saw the launch
Sara and Bakugan. In terms of markets, products including high quality cof- of a new Tonino Lamborghini-branded
they will launch the Gormiti magazine fee, wines and delicacies suchy as ex- collection comprising eighteen differ-
into the UK this May and have recently tra-virgin olive oil, balsamic vinegar, ent products from jackets to sweat-
launched both Gormiti and Hello Kitty pastas and sauces. The success of the shirts and shoes.
into France. lines led to the creation of a network The new lines will be sold in boutiques
CPLG in Italy has achieved a number of Tonino Lamborghini cafés in 2000. and in the two Tonino Lamborghini
of major promotions in what they see These are now based in Italy, Dubai, flagship stores in Bologna from Sep-
as a largely traditional marketplace. Abu Dhabi and Prague and have been tember this year.
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