TOTAL LICENSING
tiethnic matrix for an important role in ensuring the nec- tion. Accordingly, we devised a two-
the story, broad- essary visibility for the brand to allow step strategy that concentrates, firstly,
ening its potential for the development of a far reaching on developing medium to high-end
appeal to a huge licensing program that can yield really products for retail that target wom-
international audi- exciting results”. en and young children. Later we will
ence mostly com- extend the brand’s reach to teenage
prised of 7-10 year Holly Hobbie is enjoying a highly girls attracted by the ‘neo-romantic’
olds. However, that successful relaunch. in Italy, to the style. This choice is backed up by a
could easily extend extent that American Greetings is joint marketing effort with AGP that
to younger kids as currently extending the programme incorporates a series of activities in-
well. From a licens- to the rest of Europe and the Mid- cluding a pr campaign, brand visibility
ing perspective, dle East. What are the actions that at major trade fairs with CP corners,
the opportunity to you have undertaken to win this consumer events and cross-marketing
reach this target has property a center stage position? initiatives.
generated interest Beyond the implementation of these
from an increasing Giada Paterlini: “We based our re- activities, it is important to remember
number of compa- launch plans for Holly Hobbie on that, ultimately, the success of Holly
nies that, in the last some interesting data from an inde- Hobbie is largely due to the charac-
few years, have seen pendent multi-character study that ter’s unique versatility. The hefty style
a boost in this age group’s purchasing tested the awareness level of more guide made available by American
power through other properties”. than 30 characters across differ- Greetings contains over 800 images
ent target segments. To our surprise, that range across a number of styles
You are the agent for all Sanrio’s – from classic to contemporary. Both
properties with the exception of American Greetings and Starbright
Hello Kitty, which is managed di- have been impressed, and indeed
rectly from Japan. What can the pleased to witness the endeavor and
Sanrio’s characters offer to pro- passion with which existing licensees
spective licensees? have approached and interpreted the
brand and are confident that the Italian
Giada Paterlini: “Sanrio is an excep- success marks the beginning of a new
tional licensor, with a unique style era of fame for an icon that has what
and a portfolio that continues to it takes to establish itself as a romantic
grow every year, counting more than evergreen on the world stage”.
70 characters, most of which are still
partially unexploited from a licensing You will be presenting new proper-
standpoint. Beside Hello Kitty’s ex- ties targeted to male audience in
cellent commercial achievements, the the fall. Can you tell us something
re-launch of other Sanrio characters about that?
is also proving successful. For example,
My Melody has been the subject of Giada Paterlini: “To round off our of-
more than 20 deals since we reintro- fering to the market, this fall we will
duced it into the Ital- be presenting three new properties
ian market in the fall for boys. Although still under devel-
of 2008 and, to date, opment, these projects will follow in
it is showing signs of the footsteps of Angel’s Friends, fur-
steady growth. Like- ther consolidating Starbright’s posi-
wise, Keroppi and tion not only as a licensing agent in
Badtz Maru, two clas- the more traditional sense, but as a
sic icons from the fully operating global content provider.
Sanrio universe with Our knowledge of the Italian market
the broadest appeal in coupled with experience in licens-
terms of gender, have ing not only provide us with insight
already caught the at- into future trends but also allows us
tention of major play- to turn an idea or concept – be it a
ers in all the key cat- Holly Hobbie came out as one of the magazine, comic, toy or collectible –
egories – toys, back to strongest among women with children into an animated series format. We are
school, kiosk and ap- under six and women aged between committed to building a future where
parel – that will play 18-49, who remember her with affec- licensing takes center stage”.
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