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The global licensing market is becoming more and more European. Entertainment launchings are now scheduled simultaneously in the USA and in Europe so that pan-European licensees benefit from Anglo-Saxon and Japanese property mediatisation and seize them for European territories. Right holders have good reasons to confer their rights to manufacturers that operate all over Europe: they secure pan-European distribution networks and deal with just a single partner. All the same, each market has its own peculiarities and some sectors need to be worked territory by territory. Licences to be watched in 2010 in the French market The main licensing expectations for 2010 concern the youngest target group: The King of Animals returns with the adventures of Badou, Babar’s grandson, and a 3D series launch at the end of 2009. Maya the Bee also celebrates her comeback with a new 3D series. On the big screen 2010 will be paced by Arthur and the Minimoys. The second movie is released at Christmas 2009, followed by the DVD in summer 2010. The third movie comes to French theatres at Christmas 2010. Arthur will certainly be a save bet for licensees due to strong mediatisation and box office sales.
Market development forecast for the next few years. One thing is certain for the next few years: There won’t be space enough for everybody and the market will need to restructure. In terms of media, the increasing number of screens that dominate everyday life is definitely going to change the way we buy products. The presence of licences on web TV and mobile media will grow. In fact, we already see quite a number of media content under licence in France. If we focus on the consumer targets, we realise that the preschool property era is in decline. Classic characters are running out of steam and new heroes are difficult to find. As a consequence, the overall range expands. According to the License POS by NPD (Jan-Jun 2009), preschool licences are regressing on a global level: Winnie the Pooh ranks only fifth behind Cars, followed by Dora the Explorer. And Noddy is even out of the top 10. In fact, these licenses suffer a lack of interest from mass market buyers: they do want innovation, but risk-free. One rising property is Kai Lan but Maya the Bee should also perform well. Despite declining interest, Dora is still one of the most popular properties among little girls. A large-scale license programme on occasion of her 10th anniversary will certainly make her a steady-selling property. A quick look at animated series in the pipeline for 2010 and 2011, 3D and design characterise almost all new projects. Fortunately also content is still a key element. Upcoming licences have integrated new values such as ecology, nature and environment (Lulu Vroumette/Maya the Bee) or promote themes cherished by teenagers such as friendship, music, tolerance (Podcats/Sally Bollywood/Jonas Brothers). In conclusion: 2010 dishes up new properties cooked into nostalgia and adapted to the taste of today’s children. And that’s not likely to stop.
French Market Properties Top 10 (January-June 2009)
Sectors: Toys/ Apparel/ Shoes/ Publishing/ Bed linen/ Back to School/ Writing tools Source: The NPD Group/Kazachok |
The reason why the global licensing market holds out despite the crisis, is that we still live in a consumer society: Pleasing our children is one of our top priorities. And that means buying licensed products that our kids like. Nevertheless, also licensing industry has slacked off and consumption of licensed products has changed. In fact, mass market buyers and specialised retailers have become more cautious and favour strong, no-risk licensed products that are well established on the market. As a result, less popular licences find it difficult to get their space on retail shelves and, due to this lack of visibility, they will not endure. That’s why licensees have turned to so-called classic licences with proven popularity or to cutting-edge properties that promise success even on a short term. 
