TOTAL LICENSING
Entertaining in the
Philippines
By Pia DeLeon, ABS-CBN Licensing
A relatively
Compared to the rest of the world, tainment. two seasons, with a third, animated
entertainment licensing in the Philip- It was hard at first. Despite high rat- version ready for airing.
young
pines is a relatively young industry. ings, Marina was only merchandised Following the success of Super Inggo,
Up until 2003, the marketplace had in the form of paper products includ- ABS-CBN continued its production of
industry, been dominated largely by properties ing notepads and stickers. Succeeding primetime fantaseryes, which included
from global licensors such as Disney, fantaseryes were somewhat more Lastikman, a TV adaptation of a well-
licensing in
Marvel, Cartoon Network, and War- successful, with ABS-CBN Licensing loved local comic book superhero,
the
ner Brothers, among others. Local being able to land promotional licens-
entertainment licensing was present, ing deals with a range of fast-moving
Philippines
but was only limited to a handful of consumer good companies, from sar-
promotional deals and selected mer- dines to powdered chocolate milk.
is set to
chandise licensing campaigns. It was In terms of merchandise licensing,
in that same year that ABS-CBN, the limited product lines (shirts, slippers
expand
leading broadcast network in the Phil- and board games) had begun to pop
ippines, decided it was time to help up in the stores, but were quickly dis-
develop the local entertainment li- patched as soon as the shows stopped
censing industry — by refocusing on airing.
its licensing strategies and strength- Eventually, though, retailers and li-
ening its own Licensing Division. As censees warmed to the fantaserye
the licensing and merchandising arm genre, largely due to viewer demand
of the channel, the division served as and heavy on-air promotions by the
licensor for ABS-CBN’s local content, network. Every time a new fantaserye
and licensing agent for selected inter- was launched, kids and parents would
national properties aired on the TV start going to department stores ask-
network. ing if merchandise was available. Other
At that time, the channel had begun television networks had soon also be- Kung Fu Kids and Komiks Presents
to tap into a younger audience by gun to produce their own fantaseryes, Mars Ravelo, a weekend primetime
producing more kid-friendly content, and produced limited lines of mer- series featuring other local comic
in the form of fantasy-based children’s chandise for the same properties. book super heroes. With all these
drama series locally coined ‘fantaser- Local entertainment licensing reached properties, ABS-CBN Licensing was
yes.’ The fantaseryes are soap operas its tipping point in 2006 with the able to develop a wide array of mer-
set in a myth and fantasy milieu. With launch of Super Inggo. The series was chandise and close major promotional
this fusion, ABS-CBN was able to rein- a perfect mix of comedy, drama, action deals with toothpaste brands, instant
force its primary viewership of moth- and adventure. The public fell in love noodles and restaurant chains. Soon,
ers and children. The first fantaserye, with Super Inggo’s universal themes locally licensed entertainment brands
Marina, was a drama featuring the love of love and family, and with the lead became a staple in major retail de-
life and adventures of a girl cursed to characters’ affinity to kids all over partment stores across the country.
become a mermaid. The fantaserye the Philippines. By then retailers and Aside from the funtaserye genre, the
was a hit—generating constantly high licensees had already acknowledged network has also ventured into the
ratings throughout its entire run. See- the potential of local entertainment reality genre, by acquiring local pro-
ing the potential in terms of merchan- licensing, and ABS-CBN Licensing was duction rights for global franchises
dising, ABS-CBN Licensing went out able to close deals for an assortment such as Endemol’s Big Brother, Fame
in search of licensees who were will- of merchandise from toys, shirts, slip- Academy, Deal Or No Deal, and
ing to step outside the comfort zone pers, and paper products to birthday Fear Factor. In the comedy genre,
created by licensing global brands, and cakes and other consumer goods. The ABS-CBN also acquired the rights to
invest in the new genre of local enter- Super Inggo live action series ran for produce local adaptations of interna-
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