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Summer breezes, sandy bays, and sunny beaches… holidays and relaxation or first preparations for Christmas festivities? There’s a lot going on in the German licensing market. That’s why BRANDORA once more tells about new trends and latest developments in Germany.
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52 years and none the weaker...
Asterix – the licensed Gaul with the magic potion – Number 1 comic character – for more than 50 year the key to success in publishing, film, and licensing. Now Asterix and Obelix come for real. The Great Asterix Tour starts in autumn 2012 and inspires all Asterix enthusiasts, irrespective of their age (in selected cities in Germany – debut in September 2012 in Frankfurt. Venues 2013 include Munich and Oberhausen. On www.asterix-tour.com everyone can go on a virtual trip through the world of Gauls and get a first impression of what the life tour will be like. And, of course, details on tickets, dates and more will soon follow on www.brand-licensing.com. What is more: Another feature film is already in the pipeline. In October the next live action Asterix & Obelix movie will hit theatres throughout Germany. Film title: Astérix et Obélix: On Her Majesty's Secret Service. Well, let’s look forward to the Gaul fellows!
Who shoots faster than his shadow? Correct, that’s Lucky Luke! Now, he not only shoots faster, but also pays faster. Anyway, that’s what the latest Sparkasse (savings bank) advertising campaign for the “girogo” account claims. Pay faster than your shadow – that’s the motto of the campaign. In April the Deutsche Sparkassen- und Giroverband DSGV introduced new payment procedures. “girogo” stands for contactless payment and is a special function of the new Sparkassen Card. Thanks to the integrated “Radio Chip” small sums of up to 20 Euros can be charged contactless over short distances. |
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Physical exertion for Mia and Me and Beyblade
Children love to brush their teeth – in their parents’ dreams, anyway. But maybe this summer makes brushing teeth more “toothsome”. Unilever launches new Beyblade and Mia and Me licensed children’s tooth brushes and toothpaste under their “Signal Junior” brand to the German market. For the first time, Unilever relies on a brand that will make their German market debut on KiKA only after their product launch – Mia and Me. Products are released in June 2012, Mia and Me start airing 6 August 2012 at 7 p.m. on KiKA. The product launch is supported by a large scale PR and online campaign. |
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The Middle Ages are back
The Rusty Knight is back! The most hilarious knight of all times is back – as an animated CGI hero this December in German theatres. The bravest, mightiest and cleverest knight of Scrapland has found a new home at g.l.a.m. and now sets out to make his adventures known all over the world. 2012 will see seven new releases to the print and audio market. What is more, a special book package is already in the pipeline, including two new titles on occasion of the theatrical release. In the long run CARLSEN Publishing plans to release six to ten new titles every year.
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Even Super RTL is all into the Middle Ages
Mike the Knight from HIT Entertainment and Nelvana is now at home on Super RTL. Mike takes his viewers into the age of castles, dragons, Vikings, and trolls. Children join Mike, a young knight-in-training, on his missions to protect his kingdom Glendagon, serve his Queen and become a full-fledged knight. Together with the dragons Sparkie and Squirt and his trusty steed Galahad Mike bravely faces his exciting missions. Children readily identify with Mike, who is still a child himself. Boys aged 3 to 6 are the main target demographic. The high quality TV series starts on SUPER RTL in November 2012 and is supported by a large scale print campaign. 2013 sees two major cross media marketing campaigns to promote brand building. First mover categories including DVDs and print products will hit the market in spring/summer 2013, a large scale cross categories launch with master toy partner Mattel is scheduled for fall 2013. |
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ZDF Enterprises now markets KiKA
15 years ago the KinderKAnal (Children’s Channel) by ARD and ZDF went on air. In May 2000 the Kinderkanal became the Ki.Ka. In 2012 the KiKA, one of Germany’s most popular children’s channel, presents itself innovative: New logo, new scripts and new agency. Ki.Ka becomes KiKA and ZDF Enterprises is happy to be announced new official licensing agency. The year of KiKA’s anniversary is all about “KiKA für Dich” (KiKA for You) and features many exciting activities. Countless high quality merchandising products to numerous activities are already in the pipeline. Under the new agreement ZDF Enterprises is responsible for marketing all KiKA-owned licensed properties, including the KiKA umbrella brand, KiKA’s excellent programme brands like Baumhaus, Bernd das Brot, Beutolomäus, ENE MENE BU, KIKA LIVE, LiLA, TanzAlarm!, TRICKBOXX and many more (with the exception of KiKANiNCHEN). The high level of popularity and awareness for KiKA and its programmes supported by countless new ideas provide a sound foundation for great, top class product concepts. |
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The pinheads from the 90ies are back: Beavis and Butt-Head
Once upon a time in the 90ies a music channel did not stop at telling about chavs from New Jersey and pregnant teens but started showing the life of two deranged nerds and heavy metal fans. That’s cool! 15 years ago Beavis and Butt-Head acquired cult status with their hilarious comments on the world of music. Now they celebrate their comeback on free-TV on VIVA. Since May 2012 the music and entertainment channel has been airing season nine – including twelve brand new episodes …
News in a brief:
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This year, the annual Licensing Market, Germany’s Marketplace of Licenses, will take place at the glamorous hotel “Bayerischer Hof” in Munich on 12 November 2012. LIMA Germany once more invite licensors and licensing agencies, manufacturers and retail partners, advertisers and promoters as well as everyone involved in licensing to discover the vast scope of licensing business in Germany. And, of course, the association will again present the coveted LIMA Germany Awards as part of the annual LIMA Gala in the evening. Naturally you will find details on all categories, awards and winners as well as information on online registration for the Licensing Market in due time at www.lizenzbranche.de/www.brand-licensing.com. |
New licensing agency: Lizenzwerft was founded in 2011 and offers 16 years of experience in licensing – both as licensor and licensee. They have specialized in brand building and brand extension in German-speaking territories. The Lizenzwerft portfolio consists of brandable rights from TV, movies, books, games, animation, and social media, including successful brands and characters like the Moorhuhn, Cosmo & Wanda, Tobias Totz, Schutzengel, Atomkraft? Nein Danke … or new properties like Wolfgang or Olaf das Grummelschaf.
Fruit gums manufacturer Haribo is one of the most popular and most famous confectionary brands throughout Europe. Since 2001 the brand to the gold-bear and the famous slogan "Haribo macht Kinder froh, und Erwachsene ebenso" (English: Kids and grown-ups love it so – the happy world of Haribo) is part of the large licensing portfolio of BAVARIA SONOR. 2007 Haribo won the "Superbrand 2007/2008" award and the golden award of the German Agricultural Association scoring the maximum number of points. Everyday Haribo produces 80 million new gold-bears. In 2012 the Gold-Bear celebrates his 90th birthday. |
