Dracco presents Filly at the LIMA Licensing Market Dracco - October 2015

 
As an exhibitor Dracco attended the MIPCOM in October, the Brand Licensing Europe in London, and der Frankfurt Book Fair and has already been able to sign a range of new licensing deals. Even without a booth, Dracco is now looking forward to exciting appointments at the Licensing Market in Munich.

According to latest evaluation Filly® enjoys continuously rising popularity on the collectibles market in Germany, a trend that builds the foundation to the brand’s overall success. The pre-show at the Nuremberg Toy Fair this year was really positive and there have already been follow-up orders for the Christmas season 2015. In the npd Toy Charts (impulse products at a price of 3 Euros or under) Filly® finished fourth and is first among girls’ brands. The next-best horse licenses ranks only 21st.

Each year Dracco develops new stories and new characters that young Filly® fans aged between 3 and 10 know and love. The Filly® are cute personalities that provide a fantastic world for children to explore and unfold their imagination. So in June 2015 Icon Kids’ License Monitor stated that Filly® takes eighth place among the most famous brands targeting 4- to 6-year-old girls in Germany, thus taking the same place as popular classics like Hello Kitty, Barbie, or Sponge Bob. Even more important is the popularity. Here Filly® gets fifth place; among the five top brands it even takes third place, when it comes to popularity. Now new generations of children are inspired by Filly®. Dracco continues to support their products with strong marketing activities. For 2016 several events with retails partners and an outdoor event tour for families are in the pipeline. In October the McDonald’s Junior Mailing went to 1.2 million households, which contained an advertisement for Filly® toys and audio plays.

The Dracco Licensing team expand their international business. The agency ELC wins new licensing partners from Eastern Europe and Russia. Dracco’s publishing licensing business also expands into new regions. So Friends & Dreams has launched an exemplary promotion campaign in the region of former Yugoslavia, including TV spots, daily advertisements, and competitions in a major daily newspapers as well as highly successful cross-promotion activities with Dracco’s importers targeting toy distributors. New pan-European publishing partners are already waiting in the wings. 2016 is a promising year. Dracco plans to launch Filly® toys in several countries.

In 2016 the 10th Filly® horse series hits the market. App. 100 million collectible Filly® figurines have been sold worldwide. This makes Filly® a modern classic that will continue to wow children. Many countries follow the trend. Take Italy for example: Here Filly® already is the second-most sold collectible character for girls on kiosks; in Russia and many Eastern European countries Filly® also enjoys rising popularity. The licensing business and audio-visual content created by Dracco are bound to follow this tendency.