TOTAL LICENSING
Population
65,073,482
GDP per Capita
$34,262
Top TV Cha nnels
FR NCE
TF1
France 2
France, in common with its Europe- results of this program this year”, he Lavoué does believe, however, that
France 3
an counterparts, is without doubt explained. “And our tween licensing French retailers are not in the same
Canal +
suffering the effects of the glo- activities will, of course, be helped by state as their British or American
France 5
bal economic downturn. A general the Hannah Montana movie this June.” counterparts. “Unemployment is
M6
strike took place in early January by Of course France has Disneyland very protected by law and, as a con-
Arte
workers protesting at the handling Paris which enjoys over fifteen million sequence, the impact on consump-
Direct 8
of the economy by the Government visitors each year. DCP in France are tion has not really been felt at retail.
and whilst the country has not suf- capitalising on the park during 2009 However, while we all know that there
Major retailers
fered the same banking chaos that through Mickey’s Magical Party where- are opportunities in the market, it is
Carrefour
Britain and the United have faced, by a promotion will run offering free important to think ‘outside the box’
Auchan
the country is in a recessionary pe- entry to the
E Leclerc
riod with an economy that is ex- park via certain
Géant
pected to shrink this year. products. In ad-
Hyper U
That said, most major licensing or- dition, DCP will
Groupe Casino
ganisations working in France are qui- have new prod-
Cora
etly optimistic about the coming year. ucts on offer –
Bricorama
As Philippe Lavoué, Vice President of including some
But
Sales and Marketing for Disney Con- limited edition
Castorama
sumer Products in France explained, lines.
Celio
“The economy is bizarre. But it’s not Lavoué has great
Darty
the same here as in the UK. The main hopes for DCP’s
Decathlon Group
problems here are the Government preschool prop-
Fnac
revisiting regulations such as payment erties, in partic-
Galeries Lafayette
terms and pricings. For example, pay- ular Toy Story
L’Occitane en Provence
ment terms are now 45 days maxi- which relaunch-
Printemps
mum by law - down from 64 days. This es in full 3D at the end of this year. nowadays”.
has an impact on all businesses.” “Most retailers remember the success One example of DCP’s strategy is their
Disney’s consumer product busi- of Toy Story”, explained Lavoué. “We license with Citroen Cars in France to
ness in France grew by 4% last year have Toy Story 1 in 3D this year, Toy produce a Nemo-themed car. The ve-
and Lavoué is confident that they will Story 2 in 3D next year and the brand hicle will launch this June and, as added
enjoy a similar growth this year. “Our new Toy Story 3 next Summer. Retail- value, is billed as an affordable enviro-
High School Musical business only ers really can become part of a long- friendly car. “This is the type of deal
really kicked off in France in the last term franchise”. we love to be associated with”, said
quarter of 2008 so we will see the full The Toy Story revival follows on from Philippe Lavoué.
the success of Cars in 2008 which Laurent Taieb, Vice President for Nick-
Lavoué describes as ‘amazing’. Bolt, elodeon-Viacom Consumer Products
too, has been successful and re- in France believes that although re-
ports show retail performing tailers are stocking licensed product,
well based on the movie. their ordering pattern has changed
On the television side, Handy as a result of the economy. “Over a
Manny, Disney’s preschool period, the quantities they are selling
animated series airs on TF1 seem to be staying largely the same”,
every Saturday and enjoys he explained. “The main difference is
a 20% market share. “Our that they only order for one or two
merchandising for Handy months maximum. Hypermarkets are
Manny will begin in October being particularly careful and balanc-
this year”, explained Lavoué. ing their risk”. Dora, it seems, was a
“Mattel is our toy partner classic example of this. The character
and the response from retail- hit her peak in 2007 and saw ordering
ers has been very strong”. in 2008 down by anything up to 30%.
68
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