brandlicensingeurope2013


Dennis and Gnasher riding high 2013 marked 75 years of pranks and practical jokes for The Beano, and for its two biggest stars, Dennis and Gnasher, 2013 has been a very exciting year. Tom Roberts reports.


Since July, 52 all-new episodes of Dennis and Gnasher have been running on CBBC, with a further 26 episodes launching during the Autumn period. This new series followed on from a successful series in 2012-2013, and, so far, initial ratings are very strong and the show has over 1m downloads via iPlayer already. There has been extensive on- and off-air promotion with CBBC, and it’s been heavily supported by a strong presence on the CBBC website. August also saw the launch of a dedicated Dennis & Gnasher Comic, which ties directly in with the TV series, focuses solely on Dennis and Gnasher, and showcases stories from the TV series. Ian Downes, director of Start Licensing, said: “The show is proving extremely popular, and the fact that the BBC commissioned more episodes, effectively making this the third series of Dennis and Gnasher, demonstrates that the TV show is delivering them an audience, and that it hits their core profile for the CBBC audience perfectly; it’s clear that the humour, storylines and pranks fit into their schedule well.” In October 2012, Golden Bear was announced as the master toy licensee for


Dennis the Menace. Under the three-year agreement, the company is responsible for the development and supply of a comprehensive toy collection that appeals primarily to boys 5-8 with a secondary audience of classic fans. Golden Bear’s vice chairman, Christine Nicholls said: “Golden Bear was approached by Start Licensing about creating a new toy collection and, although older than our usual portfolio, the brand’s credentials made Dennis and Gnasher a good fit. In addition, Dennis and Gnasher is proving to be a very successful TV series, and the characters have a long shelf life. The trade’s initial reaction to the collection has been positive, and we have some great retail partners such as The Entertainer, which has been a key retailer for us, supporting the range with a variety of activities and in-store events. We are also continuing to work with Start Licensing on the anniversary campaigns to maximise our own involvement.” The toy line is now in distribution, and Ian is delighted with the way that the toy


line reflects the brand’s strong heritage. He said: “The toys are targeted at children, but the heritage associated with Dennis and Gnasher also resonates strongly with parents who trust the property; a major plus for the toy line. Golden Bear has done


an extremely good job in capturing the pranks and jokes of the show, and it’s good that we can use the history behind it to influence the development of the toys.” Christine explained that when Golden Bear first developed the range the company knew it was important to embrace the tricks, pranks and fun that are so key to the brand. She said: “The initial launch collection included lines such as the Smash ‘n’ Bash Donut Dodgems, Dennis Character-Pults and Ultimate Classic Jokes Kit that contained lots of Dennis-inspired jokes. For Spring/Summer 2014, the company will be launching the Fart Football, which makes farting sounds when kicked, perfect for the target age group of boys. The Autumn/Winter ‘14 lines are still a work in progress, but we have lots of exciting and mischievous ideas in the pipeline.” And it’s not just toys; Dennis and Gnasher and The Beano have teamed up


with road safety charity Brake to promote safer cycling; Raleigh is developing a Dennis-branded chopper bike for launch this Autumn; Dr Martens launched a Beano range this Summer; there are new clothing ranges available in Tesco and others; and Penguin Books was recently announced as publishing partner for Dennis and Gnasher. Ian commented: “We’ve tried to build a licensing programme that is very traditional, but have also placed a lot of focus on gaining more unique partners too. Dr Martens and Raleigh, for example, are well-known and very strong brands, have a nice level of Britishness, and these brands are really able to cut through and engage with consumers. Sales are good, and the feedback on social media shows that the consumers are really liking what they see.”


Sony Computer Entertainment Europe


020 7859 5460 | www.scei.co.jp/index_e.html The Invizimals are mysterious creatures made of pure energy that live all around us – but can only be seen, and captured, through the magic of Playstation. They first appeared to PSP gamers in 2009 and have since inspired two more games, Invizimals: Shadow Zone in 2010 and Invizimals: The Lost Tribes in 2011. Two new games releases, Invizimals: The Lost Kingdom on Playstation 3 (PS3) and


Invizimals: The Alliance on Playstation Vita (PS Vita), are set to launch imminently. The brand will also be boosted by original content when it is transformed into the world’s first augmented reality (AR) cartoon series. Developed in partnership with BRB Internacional, the show was unveiled at Mip Jr last year and immediately sparked a bidding war between major international broadcasters all keen to get their hands on it. Sales of the first Invizimals licensed products to launch at retail have been strong, and early adopters to the programme are being rewarded for their confidence in the property. In Spain, a standout market for the brand, sales of Panini’s Invizimals trading cards were so strong that they have now extended their deal across Europe. The global master toy rights have also been awarded with an announcement unveiling the partnership planned before Brand Licensing Europe 2013. “The popularity of the games and the innovative use of technology has created


unprecedented demand for new Invizimals content and official merchandise,” said David Evans, European licensing manager, Sony Computer Entertainment Europe. “Invizimals is poised to make a massive commercial impact in this highly lucrative space, licensees and retailers who are looking for the next big thing in kids licensing phenomenon must visit our stand.” SCEE will also be showcasing its licensing plans for the classic Sony PlayStation brand. Family franchise Little Big Planet and its star Sack Boy feature on the


presentation slate alongside racing game brand Drive Club, the number one critically-acclaimed survival action title for PS3 The Last of Us, and the award- winning God of War, Killzone and Uncharted franchises.


Stand C110 100 Toyworld


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