Dracco® will exhibit at Licensing Expo 2014Dracco - June 2014 |
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Dracco will exhibit at Licensing Expo 2014, Booth D160, Bayside Level 1, June 17-19, at the Mandalay Bay Exhibition Center in Las Vegas. Dracco is excited to present its successful brands and licenses.
Filly®
Based on December 2013 NPD figures, Filly was ranked as the No. 1 best-selling girls’ toy, and No. 1 girls’ toy license in Germany. NPD/Eurotoys February 2014 ranked Filly as No. 1 girls’ entertainment license in Germany. To date, Filly has sold more than 70 million figures with 250 individual characters in over 50 countries.
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The Filly brand is enhanced by more than 40 top licensees, including the recent deal with Ravensburger to produce Filly puzzles and board games for the German speaking markets, Central and Eastern Europe and Russia. Strong partners continue to be part of the Filly family, such as: Leomil, Ernstings and Puettmann for Filly apparel; Beauty & Care for fun bath products; Alenio for wall decoration and adhesives; Vtech for learning toys; Amscan for party goods; Herding for home and living; Blue Ocean for the No. 1 girls’ magazine, Filly magazine; and many, many more. McDonald’s will also launch a strong Happy Meal campaign in summer 2014. The newest series of Filly, Filly® Butterfly™, is supported by a strong marketing program, including a high-impact television ad campaign of 3000+GRPs in Germany plus strong TV/marketing support internationally, providing more exposure to consumers than in 2013. Point-of-sale in-store marketing and in-store events will introduce consumers to Filly Butterfly at retail. |
A robust digital component allows consumers to engage with the Filly characters on MyFilly.com. Each single-figure foil bag of the collectible horses includes an online code for a virtual gift, and each new Filly series is supported by its own digital campaign. The MyFilly.com website includes games, kid-safe social interaction and specialized content for each global region. Fans can take Filly on-the-go with the Filly Photo Fun app that blends real-life pictures with Filly artwork. A new Filly Butterfly version of the Filly Photo Fun app was introduced earlier this year.
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Expanding the Filly brand even more is the new HD 3-D animated series Filly Funtasia™, consisting of 26 half-hour episodes to be aired on TV and transmedia worldwide in early 2015. The series follows the adventures of Filly friends at a school for magic and draws on the rich history and diversity of the brand and celebrates the best of all the Filly families. Filly Funtasia will be supported by a full range of merchandise and digital media plus many licensed products to be signed, starting now. Publishing, toys, puzzles and board games are already secured. The interest is high and the opportunities internationally are great. |
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Axel Derendorf, Head of International Licensing & Business Development for Dracco, adds: “With our heavy McDonald’s Happy Meal promotion and campaign in Germany across more than 1400 restaurants in summer 2014, combining our brands Filly and Predasaurs™ (dinosaurs), plus the CGI TV series with great international response, and with Dracco’s and our sales collaborators investments in heavy marketing, we will further expand internationally. We will continue to entertain Filly fans around the world in our core markets like Germany, Eastern Europe and Russia. The TV series Filly Funtasia will definitely attract new fandom and set a base for much more content, like movies, DVDs, interactive games, Apps, storytelling, music and publishing. The flocked, cute fantasy horses with Swarovski® Elements crystals speak for themselves. Fans from 3-11 years of age know every Filly character’s personality.”
Zombie Zity™
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Take a walk on the zombie side with Zombie Zity. These zombie-rrific figures are taking over this year, and it won’t be long until everyone catches the infectious fun of this line of wacky, wobbling zombies. The Zombie Zity story plays out across two different kinds of zitizen figures, collector cards, a bi-monthly magazine and an interactive website featuring games. It's a fully conceived property realized through well-developed characters, a rich storyline and a robust digital-media experience. |
Consumers will get to know the brand through strong TVC campaigns, retail and point-of-sale marketing, and a wide, fun digital presence. ZombieZity.com is an interactive website where fans can explore Zombie Zity, find exclusive content and compete in mini-games. High scores, winnable virtual loot and in-game points encourage repeat play. An engaging mobile app game introduces the zombie characters and their quirky behaviours. A second app, focusing on Bouncerz, will be launched in the fall. CGI animated webisodes, in development now, will be the highlight of the digital portfolio.
With a unique and fun visual outlook in both 2-D and 3-D animated styles, the brand is perfectly suited for new licensing opportunities. Many zitizens are joining the madness in Zombie Zity, including Leomil, who will produce a line of Zombie Zity footwear and apparel.
Additionally, Dracco is happy to announce a licensing deal has been signed with Herding to manufacture Zombie Zity home textiles. In Latin America, Dracco’s Agent P&L has attracted stationery and apparel deals. Many more deals are under discussion and licensees are discovering that it's a good day to be a zombie and are coming to the Zity to be a part of this kid-friendly, fun brand that appeals to boys and girls of all ages.
For more information on Dracco, Filly, Zombie Zity or licensing opportunities, contact: Axel Derendorf, Head of International Licensing and Business Development, at ad@draccospain.com or license@dracconetherlands.nl or Amy Schrei, Head of Marketing, at aschrei@dracco.com.hk