Brand Licensing Preview
Social platform for Poppy Cat H Coolabi will be showing off its social media plans for its major properties at BLE on stand D10
eadlining Coolabi’s slate for Brand Licensing Europe is its new animated pre-school property Poppy Cat, which launched on Nick Jr UK in May 2011 and is already one of their top 10 shows on the
channel for kids aged 4-9. Coolabi’s licensing programme for Poppy Cat is
also well underway with Golden Bear on board as master toy partner launching plush, plastics and arts and crafts products. A number of other key partners are also secured for the property with the launch at retail planned from Autumn 2012. These include Jumbo Games, Macmillan, Aykroyds, TDP, Redan, Silver-Knit, and newly appointed Alligator Books, Trade Mark Collections and VMC Accessories. 2012 will also see the property reach an even wider audience with an expanded focus on social media through the show’s official Facebook page and website, and the launch of a brand-driving PR campaign in the build up to, and in support of, product release at retail. The Joester Loria Group has been appointed as licensing agent for Poppy Cat North America, and will be building on the broadcast exposure starting this Autumn with Sprout (US) and TVO, Knowledge Network and SCN (Canada). Licensing agents for other major territories both in
Europe and worldwide are in the process of being appointed for roll-out of licensing programmes in 2013 and beyond, in line with broadcast plans. Poppy Cat is currently airing in Spain, and the show will make its debut in more than 75 territories from Spring 2012 following TV sales by distributor Cake Entertainment.
PURPLE RONNIE Purple Ronnie continues to be a key property for Coolabi as the iconic witty poem and social expression brand celebrates its 25th anniversary in 2012. Supported by consumer PR and marketing, Purple Ronnie’s anniversary activity will deliver year-round irreverence to an even wider audience of teens and young adults. Hallmark, which sells millions of units of Purple Ronnie
greetings cards each year for every conceivable occasion, both at retail and on-demand via their website, will launch a number of refreshed ranges this Autumn and into the anniversary year. Other key licensees on board for Purple Ronnie include Personalised Momento Company (PMC), whose product range taps into the customisation elements of the brand with mugs, plates, glasses, chocolate and champagne; and Macmillan whose extensive book range brings Purple Ronnie poems to mums, dads, friends and lovers. The digital space is one of the areas where the brand
is reaching greatest numbers of new audiences through social media platforms like Facebook where the Express
64 Toyworld
Yourself app has been installed over 40,000 times! – and Twitter where Purple Ronnie’s topical tweets to the masses are being well received.
SCARLETT & CRIMSON Co-owned by Coolabi and creator Ged Backland, the Scarlett & Crimson brand has shown growing appeal among teen and tween girls thanks to its themes of strong individual style, deep friendship and being your own person. The brand is enjoying success in both the UK and North American market where key categories in development include perfume, bath and body, gifting and accessories, stationery and apparel. This Autumn, SLG will be launching their new gifting
ranges in Boots for the third year following sell-out successes seen over the last two Christmas periods, and Grace Cole will be bringing their Scarlett & Crimson toiletries range to retail. Expanding the presence at retail, Q1 2012 sees the launch of a new and fresh cosmetics range through key Scarlett & Crimson supporter Superdrug, co-ordinated with a number of other licensees launching their products including Rudolf Stein (fashion accessories). The brand is also rolling our internationally through new agents Wild Pumpkin for Australia and New Zealand and
agents in Benelux, France and Germany. Coolabi is driving the digital profile of Scarlett & Crimson through increased engagement with the audience on Facebook, a refreshed Scarlett & Crimson website and through regular communication via Twitter.
BAGPUSS/CLANGERS Coolabi will also be focussing on family favourite brands Bagpuss and Clangers at BLE. Coolabi represents the rights to this classic brand, created and owned by Smallfilms and Peter Firmin. Bagpuss, the much-loved family favourite has seen a
resurgence in licensing activity over the last two years and there are currently 20 licensees on board including Posh Paws, Powerplay Textiles Shreds, Pigment Productions, Intelex, Zeon, Museums and Galleries Marketing and Poetic Gem. New products for the brand will be launching through
the rest of 2011 including nightwear, bags, greetings cards, plush and gifts. The original episodes of Bagpuss have been
broadcast frequently in the UK by Nick Jr and also made their debut on iTunes in May 2010. The series went straight into the overall Top 20 TV charts and since launch has never been out of the Top 50 kids’ chart.
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