LICENSING NEWS
Hello
Hannah Montana
Gemma is also preparing for a wave of excitement
Kitty
generated by the May release of Disney film, Hannah
Montana.
As reported last month, The title character began life in 2006 on the Disney
Gemma International Channel as an average high school teen by day with a
is set to unleash iconic secret double life as a pop singing sensation by night.
female brand, Hello Kitty The appeal of Hannah Montana to teenage girls is
into the greetings market immense and has resulted in the upcoming movie release,
with new age cards, which Gemma plans to capitalise on with the release of an
giftwrap and bags. age card range plus open occasions and named occasions featuring holo foil.
To coincide with “It’s another big launch for Gemma this quarter,” says Gemma Chief, David Wesson.
the launch, Gemma is
making available a freestanding display
unit (FSDU) for retailers to promote Hello Kitty to its target audience.
Hello Kitty started life in Japan and has since has grown into an
Sound offer for
international mega brand worth more than $1 billion in sales annually.
The key to its success is the way in which Hello Kitty acts as a
cross-cultural icon that appeals to women of
classic film-based
all ages.
“It’s one of those rare licenses that has
cards
a very wide appeal,” says Gemma’s chief
Paramount Licensing and American Greetings are
operating officer, David Wesson. “It obviously
aiming to make consumers ‘an offer they can’t refuse’ with
appeals to the younger ages but has a rockier
a new line of classic film-based greetings cards containing
edge that draws in the teens. “Even better,
embedded sound chips featuring some of the best known
Hello Kitty manages to retain fans as they get
movie lines in history.
older – how many brands can do that?”
The initial line will include ten cards and are already
Gemma is hoping retailers will get on board
available in US stores with a second shipment due to be
with the brand and create excitement in-store.
released in June.
“Hello Kitty will easily stand out in retail,”
The cards will be based on films Airplane, Clueless, Dreamgirls, The Godfather, Major
adds Wesson. “Retailers want to create
League, The Naked Gun, Old School, Road Trip and Tommy Boy.
a story about the brand, which is why we
have created the FSDU (left). “But we think
Hello Kitty will work best in store’s integrated
ranges.”
New designs from Karen Tye
Gemma is also producing in-store
marketing items like shelf ‘wobblers’ to add
theatre to displays.
Bentley at Portfolio
The initial launch will feature age cards The versatile and popular Karen Tye Bentley (right) has recently
for 9 – 12, 16, 18 and 21 years old. There been working on new occasion designs and these can be viewed
will also be female relations, open relations on the Portfolio website on Karen’s page and also on the ‘new
and cards with added value like pin badges, images’ page. There are several new designs for male and female
posters and stickers plus giftwrap and gift birthday, wedding and Easter. Karen’s designs can be created
bags with more to come later in the year. using various media from painterly watercolour to graphic or a
superb blend of both. There are also several new Christmas titles
available. Full details or larger files can be obtained by calling on
UK giftbook publisher, Helen 01442 833458.
Exley has licensed a range of Janet Whittle, qualified teacher and member of the Society
24 Forever Friends titles from of Botanical Artists also the Society of Floral painters has just
Hallmark, themed around relations joined Portfolio Select. Janet has won various awards including
like Forever My Mum, Forever My the Founder Presidents Honour for the SBA and the Chairman’s
Sister and Forever my Friend. Trophy for the SFP. She has also written four books and recorded
Six titles were released in January a DVD. Janet’s full portfolio contains over 180 designs and
and another six will appear this samples can be found on the website.
month. Portfolio founder, David Seddon is also currently working on
The giftbooks are in the small the new Portfolio Select website which has been
format of 148mm x 105mm, 32pp developed with the creative director/art resourcer
hardback with a padded front in mind. The new site will have dedicated secure
cover and gloss laminated. login for each customer/user and contain full
The range can be merchandised portfolios. There will be full ‘search and reserve’
on-shelf as well as from a bespoke capabilities and a very easy one click feedback
spinner or countertop display unit. system to send enquiries. David says this should
The books cost £4.99 at retail. be online very soon.
www.helenexleygiftbooks.com www.portfolioselect.co.uk
12 Greetings Today
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