TOTAL LICENSING
kids aged six to ten and stories are exhibiting Di-Gata Defenders, for worldwide basis, excluding Asia.
grounded in real science and based which a number of new deals have Golden Balls are returning this year
on the books by author and illustra- been signed, including a Nintendo DS with representatives in Italy, Australia,
tor Sylvia Branzei. title release by Kock Media in mid- New Zealand, Canada and the US.
Alongside Grossology, Nelvana is October and a promotional partner The company is currently in talks
to launch at the same time in France. with Endemol regarding licensing for
For Ruby Gloom, new agents includ- the television show – Golden Balls -
ing CPLG and Starbright have been and its merchandise including books
signed. Babar continues to be a huge- and games.
ly popular brand with 55 licensees in MGL has launched several new art
France and a raft of new products collections this year, including Caro-
set to release for hoiday 2007. The lyn Steele’s tropical illustrations, Fair-
Future Is Wild is a new CGI anima- ies of the Forest and a broad selection
tion series targeting six to ten year of North American artwork featuring
olds and is produced by Nelvana and wildlife, decorative, and traditional im-
IVL Animation, opportunities exist ages. A new Lisa Jane christening line
for licensees and a master-toy part- of sterling silver gift-boxed jewellery
ner. Finally, Bakugan is an anime-style first appeared in the Spring/Summer
series aimed at kids aged six to ten, 2007 Argos catalogue, and due to the
produced by Sega Toys, Spin Master, success, the line has been expanded
Nelvana, TMS Entertainment, Japan for the Autumn/Winter catalogue.
Vistec and Sega Corporation. Since For boys, the success of The Dragon
its introduction in July 2006, over Chronicles has led to the develop-
1.5 million Bakugans have been sold ment of a sequel. With the story now
in Japan. Sega Toys is the master-toy complete, MGL hopes to launch the
partner in Asia, with Spin Master on a new book worldwide in 2008.
Pokémon UK will be focusing on the rejuvenation of their brand with their Diamond and Pearl releases.
The European release of Pokémon’s latest software Pokémon Diamond and Pokémon Pearl on Nintendo DS
came in July. The European release follows the most successful launch of any Pokémon title in Japan ever and
the US release recorded over 1 million copies sold in the first week.
Pokémon Diamond and Pokémon Pearl is a brand new Pokémon adventure crafted to specifically utilise
the features of the Nintendo DS, including its Touch Screen, online capabilities and microphone – ena-
bling Voice-Chat capabilities for the first time. Played using a combination of buttons and stylus, this
allows players to quickly and accurately control their battling Pokémon. The games are also
fully compatible with the Nintendo Wi-Fi Connection service allowing players to battle, trade
and chat with friends worldwide.
The launch of the Nintendo DS games Pokémon Diamond and Pokémon Pearl signals the start of a
brand revitalisation affecting all aspects of the franchise. Season 10 of the Pokémon TV anima-
tion ties in closely with the game, and consists of 52 episodes following the hero Ash and his
Pokémon friend Pikachu on their journey across the newly discovered Sinnoh Region, a land of myths
and fantastic stories. Both the games and the TV series inject new content into the Pokémon formula, with over one
hundred new Pokémon, representing the first such introduction in 4 years.
The Pokémon Diamond & Pearl TV series is currently being
broadcast on Cartoon Network USA. US Master Toy Li-
censee, Jakks Pacific, is reporting strong sell-thru since
launching their toy range in January 2006 and Pokémon
Trading Card Game sales reporting a 400% increase in
US sales from the previous year.
The same success is expected in Europe, where new and
lapsed Pokémon fans will enjoy the game adventure. Re-
freshed branding featuring the new Pokémon Diamond &
Pearl logo is expected to be present on shelves from Au-
tumn 2007, including the Autumn 2007 range from pan-
European master toy licensee, Bandai.
Bandai, who renewed their license at the beginning of 2007
after 3 years, consider the advent of Pokémon Diamond and
Pearl as a key milestone for the brand.
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