TOTAL LICENSING
acted as a moral compass for the
DRi Licensing in the UK is a driving force behind many of today’s best-selling
four young protagonists.
children’s characters, including classics in children’s literature. From Miffy and
The Bologna Book Fair, one of
Guess How Much I Love You to the World of Roald Dahl, DRi has succeeded in
the largest exhibitions of chil-
Following the
taking the characters from the page and turning them into an endless collection
dren’s publishing, dedicates an
success of 2008 with over
of merchandise possibilities.
area to TV, film and licensing. New
230 participants, 115
Miffy began life in a collection of children’s books written and illustrated by the
characters are being ‘discovered’
registered companies and
internationally renowned Dutch author and artist Dick Bruna, in 1955. As a clas-
all the time, and the fair boasts
18 exhibitors, the second
sic storybook character and a $350 million annual retail brand, Miffy has been
around 1,300 exhibitors each
edition of the Kids Licensing
translated into 43 languages with 107 titles published and more than 85 million
year. It seems that publishing and
Forum will be held on
books sold globally. Miffy is a classic international icon.
branded, household names go
Thursday 26th March in
Uniquely, in the UK DRi has established Miffy’s appeal in four distinct market
hand in hand. Arne Lohman, Di-
Bologna, during the Bologna
sectors: nursery, pre-school, tween & teenage girls as well as fashionable young
rector Acquisitions and Co-pro-
Chioldren’s Book Fair which
women. With a growing UK licensing programme of more
ductions, ZDF Enterprises, com-
runs from 23 to 26 March.
than 40 licensees, as well as a thriving international busi-
mented at last year’s fair: “The
The second edition of the
ness, Miffy is more than just a children’s literary success,
TV/Film and Licensing Rights
Kids Licensing Forum will
she has become a major licensing brand franchise.
Centre has positioned itself as a
be held at Palazzo della
Roald Dahl’s influence on children’s literacy is
leading centre for content finding.
Cultura e dei Congressi
enormous. His love of the ridiculous, the unex-
As content is king, especially in a
of Bologna, next to the
pected and the absurd along with his passion
rapidly changing media world, it is
Fairground and the event
for invention and intrigue has captured the
one of the most efficient way…
will comprise meetings,
imagination of children and inspired adults
to find good properties.”
presentations and
worldwide for more than 40 years.
Perhaps the reason that so many
networking for all those
Famously partnered with the illustrations of
characters evolve from publishing
involved in licensing in Italy
Quentin Blake, Roald Dahl’s engaging and irreverent sto-
is that, instead of being quickly-
and throughout Europe.
ries have been translated into 42 languages and continue to inspire
created, glossy characters de-
The purpose of the Forum
film, television, theatre, music, poetry and merchandise. Published in the
signed for fast adaptation to tel-
is to provide a meeting
UK by both Random House and Puffin, Roald Dahl UK book sales exceed an
evision series or films, they have
point between licensors and
impressive four million copies per annum. Recent additions to DRi’s already
been crafted over the years, cul-
licensees and to support
established licensing program are design-led stationery company Roger la Borde
tivated by, in some eyes, masters
companies’ decision-making
with a range of stationery gifts, and striking canvas prints from Fine Digital Print.
of culture – writers. The Marvel
processes in defining their
Rainbow Designs will be bringing the Enormous Crocodile to life in plush this
Comics characters, such as Spi-
marketing strategies and
summer with a range of miniature collectables of other key characters following
derman and the Hulk, originated
developing their brands.
later in the year,
years ago and actually have life
This year’s Forum features
Finally, Stripy Horse started life as a soft toy in the popular picture book Who
stories, if one cares to research.
a focus day on the latest
Are You Stripy Horse?, created by author and illustrator team Jim Helmore and
They have backgrounds. Similarly,
trends in the world of
Karen Wall, and published by Egmont Books in 2007. Waterstone’s Picture Book
other characters that have en-
licensing in Italy and in
of the month, Who Are You Stripy Horse? and its sequel Look Out, Stripy Horse!
dured and become successes in
Europe and with a strong
have between them sold more that 50,000 copies since publication. Both books
their own right, have the depth
link to the American
have been read in the bedtimebedtime slot on the CBeebies channel and slot on the CBeebies channel and WhoWho Are e Youou
and benefit of having been cre-
and Asian markets. In
Stripy Horse? picked up a Practical Parenting Silver Award in 2007 and won
ated on the page, and carefully
addition, the event features
the Dundee Picture Book Award in 2008. A third book in the series, Hold On
crafted and matured, sometimes
workshops on a number
Tight, Stripy Horse! is due for publication in Spring 2010. Who Are You Stripy
over decades. Often the charac-
of different topics and
Horse? is also available in audio format, read by actress Imelda Staunton and
ters remain as popular as they al-
a networking lounge for
the first two stories will be published by Barnes and Noble in the US this Au-
ways have been. Thomas the Tank
meetings. Companies
tumn as the Adventures of Stripy
Engine, originally part of the Rev.
wishing to present their
Horse. Rainbow Designs is
W. Awdry’s Railway Series, pub-
properties can take
already on board as a plush
lished in 1945, now exists on our
advantage of the display
and gift partner with a Stripy
screens in CGI format, quite a
area and the afternoon is
Horse soft toy available sum-
leap from his humble beginnings.
devoted to property pitches.
mer 2009 and Crown Trent
The main theme seems to be
Over and above this there
will be launching ceramic gift
that the most loved, the longer
will be legal clinics featuring
sets later in the year. DRi is
their staying power. If people re-
Italian and European
expanding its licensing into
member their favourite character
consultants who will
nursery and other gift
fondly from a childhood book or
offer their views on legal,
areas, as well as exploring
comic, it is likely they will encour-
contractual, marketing and
television and entertain-
age their children to enjoy them,
royalty issues.
ment opportunities.
albeit through different media.
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