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Vivid and Penguin are both on board for Cloudbabies - the challenge for them now is to make the products as appealing as the TV show...
LICENSING THE BIRTH OF CLOUDBABIES 227
“And if there is enough money in the development pot, you will produce a short trailer/pilot that will help the broadcaster and other partners visualise how the series will look and feel.”
Once the bible and pilot are in place and the broadcaster has been signed up, the producers will finance the show. Having found the funds, it’s all systems go and time to hire a team of writers – six in the case of Cloudbabies. Hoho appointed Studio Liddell in Manchester to do the animation, commissioned Rowland Lee as composer and cast actors for the voices. “With Cloudbabies, we are using children to voice the five main characters, which is very charming and endearing but can equally be challenging, especially if the children are very young – the director has to say the line and the child has to repeat it a number of times to get the right cut,” explains Howells. Simultaneously to pitching to broadcasters, the production company will be selling the brand to toy
companies, with just the bible and pilot to show. Howells tells ToyNews: “We try to
present to as many toy partners as possible initially.”
Cloudbabies attracted Vivid, and the firm signed up as master toy licensee. Emma Weber, marketing and licensing director at the toy firm, comments: “The first time we saw Cloudbabies we instantly recognised the strength of characters, appeal and unique position it could hold in the market place. In addition to this, the high calibre team behind the creative direction of the show meant we knew how well it would translate into a TV series loved by pre-schoolers.” Next it’s time to create the toy range. Howells continues: “In our case, we have worked very closely with Vivid throughout the whole process. If there are items we feel
don’t really work for the brand, we discuss and look for alternative or go back to the drawing board. “We’re very happy with our initial autumn/winter range for Cloudbabies. It’s fresh, colourful and I think children will really engage with the characters onscreen – so much so that they will naturally want to extend that experience and their relationship with characters off screen too by way of imaginative play.”
So what is the secret to creating a winning licensed toy line? Weber explains: “The property needs to be instantly ‘toy-etic’ which means the characters will translate off screen into appealing 3D products. The depth of character development in Cloudbabies also helps translate into a broad range of product opportunities as each has a strong and identifiable personality.” And next on the plan is to sign up a publishing house. Hoho has partnered with Penguin Children’s Booke as its partner for Cloudbabies. Howells enthuses: “The Ladybird brand is trusted by parents everywhere, so by virtue of the fact that they
have partnered with us, they are showing their faith and trust in the series.” Eric Huang, publishing director, media and entertainment, Penguin
Books, explains: “There was an instant likeability when we saw the character art. There was also something unique – but familiar – about the concept of cute little pixie- like characters who took care of sun, moon, clouds, stars and sky that we thought would be very appealing to kids and parents alike. Plus the themes of friendship, problem solving and soft learning are so close to the core values of Ladybird. Our challenge is to make the books as appealing as the TV show.” And all that is left once the production team has finalised the first series, is to market the brand and toy and book ranges and start to expand the licensing programme. Howells concludes: “The
marketing of the brand is definitely the responsibility of the licensor or their representative. With Cloudbabies, Hoho looks after the trade and consumer advertising and PR for the brand. “Viz-a-viz the toys, we will be working jointly with Vivid over the coming months to ensure maximum exposure for Cloudbabies among other licensees, retailers and most importantly, consumers.” Weber adds: “Vivid will be putting a heavyweight TV and PR campaign behind Cloudbabies supported by a social media campaign reaching the all important mummy blogger network.” And so the journey continues…
FEBRUARY 2012
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