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TOTAL LICENSING
INTERVIEW
A BRIGHT STAR OF
ITALIAN LICENSING!
in the Italian market. Today, only two
Based in Modena, Starbright is one of the youngest
years after its launch, the agency is
and fastest-growing agencies in Italy. The company involved in original and ambitious
was founded two years ago and, today, has a broad
projects aimed at offering innovative
range of properties including Holly Hobbie and
solutions in a sector that, albeit vola-
tile, still presents ample opportunities
some of the latest properties from Sanrio.
for growth”.
Total Licensing talked to Giada Paterlini,
Starbright was chosen to represent
Managing Director, to find out about Starbright’s
Angel’s Friends - the first ever ani-
plans for growth and to learn more about their mated series co-produced by Me-
licensing activities.
diaset, Italy’s major free-to-air net-
work - which will premiere this fall.
What are your expectations?
Starbright has established itself in - are recognized household names
a very short space of time. What within the industry with the capacity
Giada Paterlini: “Angel’s Friends is the
do you think are the main factors to sustain their brands through signifi-
outcome of a very well structured
that have allowed you to become cant investment. The great enthusiasm
project. Based on an original idea for
so well-known in licensing in such
a comic book by Simona Ferri, MD
a short time?
of Play-Entertainment – a creative
factory dedicated to developing
Giada Paterlini: “The
teen entertainment– the
experience of Star-
series has really ben-
bright’s management in
efited from Simona’s
this sector coupled
experience as chief ed-
with a comprehen-
itorial director of the family-
sive knowledge of
owned company Play Press,
the Italian market
one of Italy’s leading publish-
allowed us to make
ing houses in children’s books
well-defined, strate-
and comics. The transformation
gic decisions from the
of Angel’s Friends into an animated
very beginning.
series format is the outcome of the
We wanted to build
work of a team that brings together
our portfolio on a solid and
Italian experts and leading companies
long-term basis and thus be-
like Mondo HE, Mondo TV and Media-
gan looking for brands that, with which Holly Hobbie and Ruby
set. From a licensing perspective, the
in our view, had the great- Gloom have been received in Italy is
series is a high quality entertainment
est potential to grow over also a testament to the market’s rec-
product that capitalizes on important
time. We found two that ognition of the opportunities opened
opportunities to develop strategi-
attracted our attention: the up by the progressive fragmentation
cally planned licensing programs. A
romantic Holly Hobbie and of television audiences for proper-
significant number of companies have
the neo-gothic, fashion-ori- ties that are independent of television
already keyed into what is perceived
ented Ruby Gloom. Though programming - provided, of course,
to be a potentially successful venture
extremely diverse, both of that these are supported by market-
that will bring them profits in the
these properties are excep- ing and communication efforts and a
coming years.
tionally appealing, not least well orchestrated licensing plan. Vali-
The storyline of the angels, together
because their respective dating this trend, the arrival in early
with its strong ethos of universal val-
licensors - American Greet- 2008 of the Sanrio brand has further
ues creates a multicultural and mul-
ings Properties and Nelvana strengthened Starbright’s presence
54
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