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Despite recurrent news on economical crisis and business failure the licensing market in Germany remains stable. Consumers prefer licensed products to “no name” items to meet their children’s desires. Especially girls’ brands like Princess Lillifee (target group: girls aged 8 and under) or Hannah Montana (target group: girls aged between 8 and 12) are more successful than ever. With Hello Kitty another girls’ property enjoys continuing popularity. And also TV-Loonland’s “Little Princess” is always good for another top-selling product.
Undefeated top license among boys aged 8 to 12 is Star Wars. The universe of the brave Jedi Knights lives on and even expands by adding new books, comic books, computer and console games as well as a new worldwide online role playing game. Countless licensed products from all categories enable fans to live within their own Star Wars world and imitate their favourite heroes they readily identify with. Also in Germany Bakugan is one of the most promising licenses for 2010. Based upon a strategic card game, Bakugan has been one of the top-selling licenses in Germany since their market launch in spring / summer 2009. Today, successful licensed products can be found in almost any product category. When it comes to properties that span various target groups, SpongeBob SquarePants is still dominating the scene. Not only children love products to the hilarious sponge, also grown-ups buy yellow-licensed merchandise. Brands like Ed Hardy or Pink Cookie will add new highlights in 2010 – not only to the world of fashion. These licenses also take the home&living and stationery market by storm.
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The German licensing industry sees two major anniversaries on the horizon for 2010. Germany’s most popular witch “Bibi Blocksberg” celebrates her 30th birthday with numerous wonderful product launches throughout the year. In addition to audio play and DVD releases, Schmidt Spiele will present new puzzles and Bibis Hexenkugel game at the International Toy Fair in Nuremberg. Another innovation by KIDDINX Entertainment is the Mathe NDS for 1st to 4th formers. And by autumn 2010 all fans may feel like witches themselves – when they take off to the first-ever Bibi Blockberg Wii game “Großes Hexenbesenrennen”. As if that weren’t enough, Bibi not only celebrates her birthday this year, she also sees the release of her 100th audio play episode “Die große Hexenparty” in autumn. |
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The second anniversary celebrates the Peanuts: Charlie Brown, Snoopy, Woodstock, Lucy, Peppermint Patty, Schroeder – and it’s hard to imagine a life without them these days. Ever since Charles M. Schulz first created the loveable characters in 1950, the Peanuts have inspired people from all over the world with their slapstick and laconic wisdom. Reason enough to prepare a lavish celebration on occasion of the Peanut’s 60th anniversary. Therefore, Copyright Promotions Licensing Group Germany (CPLG), their German licensing agent, comes up with a birthday present of a special kind. Together with the aid organisation Bild hilft e.V. “Ein Herz für Kinder” and United Media, licensor of the Peanuts, the licensing professionals developed a special logo. Licensees who donate to “Ein Herz für Kinder” will be eligible to use the special logo together with the anniversary style guide “Then and Now” or the regular style guide. The annual “Ein Herz für Kinder” TV Charity Gala always enjoys prominent support. In 2009 the gala took place on 12 December and CPLG Managing Director Gerold Kolenbrander officially presented “Ein Herz für Kinder” with a cheque for 100 000 euros funded by licensing partners, United Media and CPLG. |
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Warner Bros. Consumer Products (WBCP) announced an expanded partnership with VOOZ Co. Ltd., accelerating the development of the wildly popular character PUCCA in the Europe, Middle East and Africa (EMEA) region. This latest extension followed master licensee agreements covering North America, Brasil and Mexico and brought VOOZ Co., Ltd. and Warner Bros. Consumer Products one step closer to establishing a global strategic partnership. Originally introduced online, PUCCA debuted as a series of Flash-animated short films produced by VOOZ, and quickly became a true cultural phenomenon. Known for its “silent comedy” factor, creating humour almost without any spoken word and the universal theme of love, the shorts revolve around 10-year-old PUCCA, the daughter of a Chinese restaurant owner in Korea, who is in love with Garu, a 12- year-old warrior. PUCCA's dedicated online following led to a television debut in the U.S. |
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In cooperation with stationery manufacturer Hamelin Paperbrands the condom brand BILLY BOY colours up dull office life in 2010. Just in time for the trade fair season a whole range of new stationery products in fresh BILLY BOY design hits retail shelves, including A4-size notepads and pocketbooks. Responsible for the cooperation between BILLY BOY and Hamelin Paperbrands is Hamburg-based communication agency Straub & Linardatos, the official BILLY BOY licensing agency since 2007. More new products are already in the pipeline. Hamelin Paperbrands will add to their BILLY BOY collection with three funny BILLY BOY items for football fans in 2010 that will take outdoor screening events to the next level: popular stadium horns and inflatable noise maker clapper sticks in cheeky BILLY BOY design. And if things get hot during the match: A ball-pen with inbuilt whistle makes sure fans will never again loose important telephone numbers. |
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Just in time for the Christmas season 2009 the NICI characters Jolly Mäh and Angel & Devil saw several new market launches. From shampoo to conditioner through to wet wipes – teenage NICI fans love the new products. |
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Another interesting property for the German market is Gelini. At first sight they are colourful, comical, cheeky and really sweet! But on second sight they are also emotional, individual, innovative and always in the middle of action! Gelini characters reflect the multi facets of human personality. A vivid combination of mimics, body language and typical colours expresses moods and emotions. So any everyday mood finds its funny equivalent in the fresh Gelini images. |
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On 4 November 2009 German licensing industry met at the Hotel Bayerischer Hof in Munich for the annual Licensing Market. While agencies presented their new acquisitions and latest developments at Info-Points and in separate rooms, LIMA Germany also provided a diversified seminar programme on licensing basics as well as markets, trends and business research. More than 1000 visitors attended the Licensing Market 2009. In the evening the industry gathered at the glittering LIMA Party to cultivate existing relationships and make new contacts in a relaxed atmosphere. The absolute highlight was the presentation of the annual LIMA Germany Awards in the following categories: 2009 Overall Best License of the Year was Hannah Montana; Super RTL won the Licensor/Agency of the Year Award. The award for the Best Licensed Product went to the SpongeBob SquarePants DHL parcel set; Promotion Campaign of the Year is the McDonald´s Children’s Birthday Party featuring TOGGO. Müller Ltd. & Co. KG became Retail Partner of the Year, while United Labels was acknowledged Licensees of the Year and Ed Hardy by Christian Audigier won the 2009 Brand of the Year Award. |
