TOTAL LICENSING
LICENSED PRODUCT AND NEW AGENTS FOR PENELOPE
Gallimard Jeunesse in Paris are ac- head”. ries has been awarded at the Motion
tively licensing Penelope, based on The intention was never to create Picture and Television Engineering
the successful publishing property something that was overly education- Society of Japan for its CG technol-
created by Anne Gutman and Georg al. “We never aimed to throw light ogy and it has also been selected at
Hallensleben. on particular issues within the sto- the International Animation Festival
Penelope is described ries. We wanted to use the humour, in Annecy.
as a three-year-old blue spontaneity and tenderness of early
koala who has insatia- childhood.
ble curiosity and always We used our own experiences as
carries her comforter parents and memories of our child-
– a blue plush rabbit named hood to base the stories on. What
Doudou. children enjoy with Penelope is her
The property has been suc- vitality, her need to move around and
cessful amongst both preschool to have fun and experience new situ-
girls and boys and the storylines ations and sensations”.
largely deal with real-life situ- In 2007, the property was picked up
ations that a preschool child by Nippon Animation who have cre-
would encounter – bedtime, ated 26 five-minute episodes plus
bathtime, holidays and others). Each two Christmas ‘specials’. The series Today, Penelope is expanding her
book is set around one particular was launched in Japan in November reach and growing her licensing pro-
theme, making it focused and simple 2007 on NHK and CS Channel, since gram in Europe. In France, the series
for its young audience. when it has attracted more than 25 li- began airing last October on France 5
To date, two million copies of the censees with over 500 merchandising and this spring will see the UK launch
books are in print worldwide in products created. In addition, a musi- on Cbeebies.
twelve different languages and the cal is planned for later this year. France now has five licensees for
publishing line includes gift books, ac- Since it launched, the Penelope se- Penelope including Petit Jour, Eva-
tivity books and animated books. sion Communication, Puzzle Michel
Commenting on their creation, Wilson, Edutions du désastre and
Anne Gutman and Georg Hal- Lilipenso.
lensleben said, “We wanted As a result of the growing inter-
to create a character based est in the property, Gallimard Jeu-
on a ‘real’ animal but not nesse and also looking to expand
make it 100% realistic. That’s further and are appointing licens-
why Penelope is sky blue and ing agents in German-speaking
has a very round shape with a large territories and in the UK.
number of new properties in the mar- 2007 and new publishing titles, toys cess with Gormiti from Giochi Prezi-
ket including Caillou which is broad- and games will be in stores this year. osi. The series will begin broadcasting
cast daily on France 5. The Piano book Mama Mirabelle is also new to CPLG. this Fall on M6 followed by Canal J
created by Editions Chouette reached The series, from National Geographic and the French licensing program has
the top sellers charts in France in Kids, is broadcast on Tiji and publish- over 25 licensees now with product
ing is currently in discussion. due to launch this Fall.
On a different note, WWE has been A fast-food promotion will also take
highly successful for CPLG in France. place this November through 200
In 2008 all live event tickets were sold restaurants in France. A new televi-
out months prior to the shows and a sion series has also been confirmed
new WWE video game, released last for M6 in the Fall of 2010.
November sold over 200,000 cop- Of course, beyond the entertainment
ies in two months. In addition, Giochi side, France has a diverse range of
Preziosi’s range of figurines and belts brands on offer to consumers includ-
through Toys R Us sold very success- ing automotive brand Renault who
fully late last year. are now broadening their licensing
For 2009, new products scheduled program to include products such as
to be released include DVDs, video personal accessories and apparel and
games, playing cards, apparel, outdoor fashion brands such as Marie Claire
games, back to school and stationery. that has licensees producing a variety
Marathon are enjoying growing suc- of products right around the world.
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