Brand Extensions Russia announces Little Prince licensing campaign Euro Lizenzen - March 2013

 
Campaign launch at Russian Licensing Forum will highlight classic book
and arrival of new television series on major Russian network

Brand Extensions Russia has announced that it has been appointed to manage the Russian licensing programme for one of the world’s greatest and best-loved children’s characters: The Little Prince. BER will be launching the licensing programme on its stand — L54 — at the Russian Licensing Forum in Moscow, taking place from 13-15 March. The timing of the launch is perfect. The Russian licensing market is growing quickly, as the increasing influx of major brands, the importance of the Russian Licensing Forum and the success of BER itself indicate. The Antoine de Saint-Exupéry masterpiece remains one of the most widely read and translated novels ever written, with 150 million copies sold and sales of over a million copies a year 70 years after its first appearance. And an enormously popular new French television series has boosted the popularity of The Little Prince to even higher levels not only in its home country but in such varied markets as Italy, Latin America and the UAE. Series 1 of the animated television series broadcast on CTC, one of the leading entertainment networks in Russia, in Autumn 2012 with series 2 coming soon.

Brand Extensions Russia has announced that it has been appointed to manage the Russian licensing programme for one of the world’s greatest and best-loved children’s characters: The Little Prince. BER will be launching the licensing programme on its stand — L54 — at the Russian Licensing Forum in Moscow, taking place from 13-15 March.

The timing of the launch is perfect. The Russian licensing market is growing quickly, as the increasing influx of major brands, the importance of the Russian Licensing Forum and the success of BER itself indicate. The Antoine de Saint-Exupéry masterpiece remains one of the most widely read and translated novels ever written, with 150 million copies sold and sales of over a million copies a year 70 years after its first appearance. And an enormously popular new French television series has boosted the popularity of The Little Prince to even higher levels not only in its home country but in such varied markets as Italy, Latin America and the UAE. Series 1 of the animated television series broadcast on CTC, one of the leading entertainment networks in Russia, in Autumn 2012 with series 2 coming soon.

The initial target market for the licensing programme is likely to be children between 6-10 years — and that means both boys and girls; the appeal of The Little Prince is universal among the very young. CTC, with a reach of close to 100 million viewers and a strong youth demographic, is an ideal platform for the new series.

BER’s plans for the property will initially focus on such key categories as Back to school, apparel and home fabrics. The company will be building on its success in the licensing market and strong relationships in the retail environment to bring product to as wide an audience across Russia as possible.

Eric Edery of Propertiz says: “The continuing development of the Russian licensing market, the long-established popularity of the Little Prince and the arrival of the new series mean that there will be growing demand for licensed product. We believe that BER has both the experience and the sensitivity to take this legendary and universally adored classic to a number of product categories for a wide Russian audience.”

Paul Berrington, Director of BER says: “The vast sales and universal awareness of Antoine de Saint-Exupéry’s classic novel are extraordinary. There is clearly an enormous potential market for licensed output, which our own licensing campaign will build on. But it is a campaign that will at all times keep in mind the enormous affection that all fans of the book everywhere — and especially in Russia — feel for this classic.”