in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: CHARACTER/ENTERTAINMENT iiti ith >>> ANGRY BIRDS 4 >>> SKYLANDERS =5 Brand Owner: Rovio


There can’t be many people around who haven’t downloaded at least one version of Angry Birds. Clever brand extensions such as Angry Birds Star Warshave meant that Rovio has managed to keep the property front of mind with that fickle teen audience, as well as attracting an older fan base, too. The scope for future potential brand tie-ups is vast, too, which


will only serve the grow the property even further. One judge pointed out, one hardly sees a retail shelf without an Angry Birds product on it.


>>> STAR WARS Brand Owner: Activision


One of the big breakthrough brands of the last 18 months, Skylandershas succeeded in taking video games away from short selling windows around launch to being able to engage fans all year round. A number of judges were impressed with how well managed the brand is and the significant growth it has shown in such a short time. “Exclusive promotions, interactive retail displays and cross


category activity all helped to transform this from a game into an entertainment brand,” one judge told us.


=5 >>> TMNT 7 Brand Owner: Disney


Perhaps the ultimate licensed property and the benchmark all licensors aspire to. Those Vodafone Yoda ads may have raised the eyebrows of the


hardcore fans, but the fact is, 36 years after the first film was released, Star Warsis still relevant today. A lesson in how to deliver commercial impact, creativity across several mediums and categories, innovation and longevity. And with JJ Abrams on board for the 2015 film, it will be interesting to see the direction Disney now takes it in.


12 Brand Owner: Nickelodeon


Turtle Power was back in spades this year, with a successful new series and a matching consumer products programme. Master toy partner Flair in particular has experienced phenomenal sales for its range, and was rewarded recently with a Licensing Award to mark its achievements. While nostalgia is a major element, Nickelodeon has also given


the Turtles a fresh, modern look to appeal to today’s children. Next year’s movie should also give the brand - and the merchandise programme - a further boost.


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