TOTAL LICENSING
What are your chances if you have
a strong toy concept but no media
component?
What if you sold your content to
the best broadcaster, who can or will
not commit to keeping it on air long
enough to see the merchandise reach
shelves?
Or if the show is aired at times where
there are no kids at home?
What if the concept is so niche it
never reaches the limelight?
There are possibly a dozen answers
to these questions, but there are no
magic formulae of course. But we’ve
seen successful brands grow and live-
strong through hard times thanks to
their ability to transcend numerous
platforms and to connect to consum-
ers in copious ways - through televi-
sion – cable for equity and free for
penetration; through the vast distri-
Firstly, Barney. This beloved preschool ed approximately 1000 kids who gath-
bution of home entertainment prod-
icon reached his 20th anniversary ered to sing “Las Mañanitas” to their
ucts; through music, live shows and
having won the hearts of Latin Ameri- favorite friend.
concerts; through retail alliances and
can kids which was not easily accom- Kids won their party ticket by answer-
consumer promotions; through an-
plished. ing a 1-800 trivia question available
chor categories like toys or publishing,
Tycoon Entertainment Group has re- through DVD and music products.
through mobile, internet and other
leased to date over 50 home video Hundreds of licensed goods were
new media… the more the merrier.
and DVD titles, and 14 music CD sampled during the party, and the cli-
A multi-platform strategy provides a
titles, through steady distribution, and max featured a Barney sing-along that
higher degree of immunity against the
has hosted over one hundred thou- advertised the 90 minute Live Show
effects of economic turmoil or other
sand kids in Stage Shows and live per- presented by Tycoon at Teatro Al-
surprises. The multiple consumer in-
formances, which have toured around dama. Here too, licensed goods were
teractions which result from this ap-
the region for the last three years. sold and sampled.
proach will help any brand overcome
Thousands of Barney magazines are Interestingly, most of this happened
the hardships of any shortcomings in
distributed every month and Fisher while Barney was taken off terrestrial
one of its facets.
Price toys are steady favorites in the free to air TV.
You need however partners who can
preschooler’s shelf. Other characters in the same position,
deliver good results through each of
Barney licensed merchandise has might have faded away; however Bar-
these platforms, and align the strate-
entered all trade classes, from high ney stood strong thanks to the mul-
gies of each with one common goal.
end to mass retailers, to kiosks and tiple interactions that kids maintained
Much has been made of phenomena
via the multiple brand thresholds.
like Disney’s High School Musical or
And far from fading away, Barney
�ebelde, which kicked off as
announced this year the launch
TV soaps or film and
of the first HIT Entertainment
turned into a blend of
Preschool Block on Azteca 7,
concerts, promotions,
which has quickly become a
reality shows, on-ice per-
new home for young-
formances… The strength of
er viewers every
the concept aside, there was no way
Sunday!
to escape these programs… and the
LazyTown is anoth-
licensed merchandise appeared as a
er remarkable example
natural extension to all these positive
news-stands, through a combination of successful synergy and powerful
vibes.
of consumer promotions and retail P�.
But the examples are not confined to
activity under the control of Tycoon Having been viewed exclusively on
the strictly teen realm. Here are two
Enterprises (L&M). cable and months before its free TV
examples of multi platform branding
Barney’s birthday party, organized by airing, Tycoon Entertainment Group
we can relate to:
Tycoon last year in Mexico City, host- began promoting the first LazyTown
50 107
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