TPA to manage UK licensing for hit app POUBRANDORA Editorial Staff - December 2014 |
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Spectacular success of online phenomenon drives major licensing campaign
Independent licensing agency TPA has been appointed UK licensing agent for the massively popular app phenomenon POU.
POU is the cute alien pet that, in the two years since its developer Paul Salame launched it, has become a download phenomenon, inspiring a global licensing campaign. Players are invited to feed it, clean it, play various levels of games with it and watch it grow, all the while customising its look with a variety of outfits and accessories.
The response has been incredible. To date POU has enjoyed over 260,000,000 downloads worldwide — and it’s still growing! It’s the number one app in games charts, family charts, kids charts and general download charts in dozens of countries with over 100 million users so far and 20 million joining them every month, not to mention a multi-million person Facebook following.
Demand for real-world product has now become so great that a global POU licensing programme has been launched, supported by a comprehensive style guide leveraging the lovable alien’s potential in everything from mobile phone accessories to toys and t-shirts. The initial target market will be children aged 4-12 but the fast-growing online audience extends to young adults for whom product development is also a future possibility.
Already available in its launch market of Spain are POU plush from Famosa / Play by Play, bags and accessories from Karactermania, confectionery from Dracco, toys from Just Toys International, books from Panini, and sticker albums from Giromax, and nightwear and bedwear from Secaneta. A number of licences have now been awarded in overseas markets and the master agency, Consumer Product Connection (CPC), has appointed a supporting network of regional agents, which will further develop the licensing potential of the product.
TPA is POU agent for the UK and Ireland market where TPA will work with existing licensees to develop the range over 2015 and pursue new opportunities in target areas such as plush, jigsaw puzzles, stationery products, gifting lines, novelty items, digital accessories, apparel and others. Launch for much of the product is expected to take place late next year for the 2015 Christmas market.
Chris Taday, MD of TPA, says: “The potential of this lovable, charming and fun character has been clear for some while, and demand — from both retail and consumers — is driving a strong licensing campaign. POU looks like being one of the big global hits of 2015 — both online and in the high street!”