Mondo TV, one of the largest European producers and distributors of animated content, is again looking forward to inviting customers, partners and visitors to its stand (C204) at the Las Vegas Licensing Expo (22-24 May). A fast-growing and diverse portfolio of properties promises something for a variety of audiences and licensing opportunities, with four titles in particular in the spotlight at this show: Heidi Bienvenida, Robot Trains, YooHoo to the Rescue and Invention Story.
This co-production between Mondo TV Iberoamerica, and Alianzas Producciones – about the adventures of a happy, carefree girl who leaves her beloved mountain home to live in the big city – has already sold strongly into many Latin American markets and extended its reach to Russia and Israel. In April it arrived in Italy, where it has been airing on Rai Gulp, a major name in teen programming. The Italian launch has been supported by social media campaigns, competitions, cast interviews and appearances by the show’s star, Chiara Francia. But that’s not all. A major press conference at MIPTV 2018 saw the announcement of a forthcoming film based on Heidi Bienvenida, The film – Mondo TV’s first ever – goes into production at the end of 2018. Like the TV series, the film will be co-produced by Mondo TV Iberoamerica and Alianzas Producciones and will be written by the legendary Argentinian author Marcela Citterio. It will also feature many of the enormously popular cast members from the TV show. A Heidi Bienvenida licensing programme, for which a number of agents have been announced across the Americas, is already under way in Latin America and Italy. Among the first global licensees was Panini, which signed a worldwide deal to produce a wide range of Heidi-inspired stickers and magazines. In the Italian market Panini is planning to launch a Heidi sticker album for the 2018 back-to-school season and Mondadori’s Heidi books will be available in Italy after the show’s first season has aired on Rai Gulp: the first two titles will be a fan book and an arts and crafts book, launching at the end of June. This summer, Play Press will launch a Heidi selection that includes a Magic Album, colouring and activity books, and crosswords for children, while, in the food and confectionery category, Walcor is planning an Epiphany stocking for 2019. A soundtrack CD in May from music and live show rights owner Sony is also on the way. The partnership with Sony includes an original project involving Deborah Iurato, one of Italy’s most successful pop singers and a very popular star among teens, who will perform her very own version of the show’s theme song. Meanwhile, for the Latin American market, Penguin Random House Grupo Editorial plans a series of Spanish-language books, coming out in Colombia, Chile, Argentina, Uruguay and Paraguay.
This thrilling 32 x 11’ series for four-to-seven-year-old children is set in Train World. Train World is an extraordinary place, inhabited by talking trains. But some trains are even more amazing: they can turn into robots! A second season, consisting of 52 episodes of 11 minutes each, all in 3D CGI, is already under way. Mondo TV is not only distributing the new series but is also co-producer. Of course the show lends itself strongly to licensing activity. Silverlit Robot Trains toy ranges will be distributed through partners worldwide. Rocco Giocattoli, toy distributor in Italy, has already planned a major marketing campaign, which includes a strong TV commercial offering in three different formats to support the Silverlit launch. And Rocco Giocattoli is far from the only toy distributor appointed for Robot Trains – nor is it the only one planning a huge marketing commitment to the property. Bisak in Spain and Concentra in Portugal are planning a very strong marketing push in the months to come in order to support the Christmas toy launch. In the Italian market licences have now been awarded across all product categories. Among the licensees on board are Grani & Partners (for collectible Robot Trains products), Panini (sticker albums), Grabo (helium balloons), Admiranda (health and personal care), Clean Paper (paper tissue), Villa Giocattoli (bubble soap), Preziosi (confectionery and snacks), La Feltrinelli (publishing), Ravensburger (puzzles and memory games), Modecor (confectionery decorations), Kimbe (live characters and events) and Ciao (carnival costumes, party sets and summer toys). In addition to Mondo’s own licensing agreements and marketing investment, the company is also planning to boost co-marketing activities in order to create synergies between partners. Rocco Giocattoli and Panini are good examples of this strategy; both companies are planning to collaborate with Mondo to enhance the visibility of Robot Trains in their own distribution channels through promotions and events. The Iberian market (Portugal and Spain) is mirroring the success of the property in Italy. Among the many licensees now on board are Panini (books and sticker albums), Gedis (collectible Robot Trains products), Comansi (cake decorations), Kstationery and United Labels (board games and apparel). And that’s not all. Las Vegas will offer Mondo TV the opportunity to build and develop its network of agents across the many countries where free–to-air broadcast of Robot Trains is imminent or planned.
There are plots, conflicts and rivalries as well as funny, eccentric and engaging characters — but this show also offers something different. By following the little fox in his efforts to build each new invention, the show’s young audience will find out more about science and how it works. Such is the enormous potential of Invention Story across both play and learning-related licensed product that Henan York Animation and Mondo TV have already committed to five series – for a total of 520 11-minute episodes. This is an important development. A broadcast reach that will include many of the free-to-air and pay-TV broadcasters of all major countries, combined with a five-series commitment, will allow partners to develop a successful long-term licensing programme. In fact a number of categories are soon to be finalised, including master toy and master publisher, with others certain to be announced before the series’ launch in Easter 2019.
Valentina La Macchia, Licensing Director, says: “With so much to announce and look forward to this is going to be an even busier year for Mondo than usual at Vegas. These properties are already attracting strong attention from licensees and broadcasters in a number of territories and we are keen to extend their reach even more.” |
