This page contains a Flash digital edition of a book.
TOTAL LICENSING
or in-pack promotions. Wavery ben- It was while he was exhibiting at Sale Cyril flew to the recording studios in
efited from this trend enormously that Cyril met the Managing Director London with a group of potential cli-
and placed anything between 30 and of 3 Mollen who made Gala Coffee. ents. He did the same to Pinewood
40 promotions in supermarkets and His PR company had put together a Studios when James Bond launched.
other retail outlets. widely promoted campaign that had From early table-top presentations
The Netherlands at this point was en- promised a cartoon book. But the displaying a handful of products, Cyril
joying increasing prosperity with a rise company seemed to have disappeared, was now flying clients all around the
in disposable income and retail enter- leaving Gala Coffee with a huge prob- world in his efforts to deliver surpris-
ing a boom era. Character-licensed lem. es and memorable presentations. For
products were becoming more and At this point, Cyril took over and Garfield, an exhibition was organised
more important and Cyril was mak- managed to get 1.5 million copies of in the Belgian Museum in Brussels and
an Asterix book printed in time! Garfield’s creator Jim Davis came in
The Sale Amsterdam fair also put from the US to meet clients and sign
Cyril in contact with Bram van Leeu- autographs.
wen, head of publishers LOI and Le- Sports properties, too, came in for
kturama. The publishers were looking the same treatment. When Cyril was
for new content and, as the agent for trying to persuade Dutch and Euro-
Sesame Street, Cyril held all the rights pean partners that the National Foot-
to the Sesame Street back catalogue. ball League was a brand they should
However, only a few days before, Cyril look at, he organised a presentation
had offered this to Loeb publishing at which a whole American team ap-
house. peared, especially flown in for the oc-
Cyril managed to persuade both casion from the United States.
publishers to work together on the Staying with the NFL and, in 1983,
project and Lekturama went on to Cyril received a call from Bob Carey,
publish a number of book club lines President of NFL Properties. He
over the years featuring Cyril’s char- wanted Cyril to set up an interna-
The Wavery stand at Sale
acters including Asterix and Lucky tional licensing office for the National
in Amsterdam
ing a hugely important contribution Luke. Football League and create an agency
to educating many in the Netherlands Cyril believed in pushing the boat out network. Cyril knew that American
and other Benelux countries of the in order to promote his properties. sportswear was popular and a pro-
opportunities that a licensed proper- He held presentations at major family gram including shirts, jackets, caps and
ty created. Wavery by now had count- attractions in the Netherlands such as outfits with American icons enjoyed
less examples of successful licenses or Land van Ooit and Artis and even cre- massive sales. The television series
promotions and was seen, very much, ated a genuine Sesame Street licens- Dallas which was broadcasting at the
as a trend-setter in terms of the mer- ing street at the Jaarbeurs exhibition time boosted popularity with images
chandising business. centre in Utrecht. of the Dallas Cowboys in the intro-
To celebrate ‘20 years of Building Ses- duction to each episode.
Expanding the
ame Street Together’, Cyril hired the Bob Carey switched from NFL to the
Business
Holiday Inn in Leiden to turn into a National Hockey League a few years
construction site. The floor of the ho- later and retained Cyril once again to
Cyril was the first character agent
tel was covered in sand and the guests organise a European program. Both
to take a stand at the fair held at the
received a construction helmet with sports today remain popular and
Krasnapolski in Amsterdam as well
the Sesame Street logo and a pair of EM.TV & Wavery still manages mer-
as the Book Fair in Frank-
builder’s gloves. Scaffolding and con- chandising for the NFL and NHL. In
furt, the Bologna Children’s
crete mixers also featured to show a fact, Cyril remained Director of NFL
Book Fair and the Sipab fair
Sesame Street under construction. Properties Europe BV until 2005 and
in Brussels.
One potential area of the business still holds the same position for the
He believed firmly that the
that had proved more difficult was the NHL today.
future of the business was
advertising industry. However, when
‘international’ and when
Wavery helped Albert Heijn’s liquo-
Television Production
Hans Jansen offered him
rice department launch Asterix liquo-
space for sales promo-
rice and presented it as a case study
By 1979 Wavery had built a reputa-
tions at Sale Amsterdam in
on video, the suspicious advertising
tion throughout Benelux countries.
the RAI exhibition centre,
world began to warm to the concept
On holiday in Port Grimaud, he met
Wavery was there on the
of character merchandising. When he
Guus Verstraete Jr and, understand-
stand with R2D2 and Darth
launched Spielberg’s American Tale
ably, the conversation turned to work.
Vader!
(known as Fievel in the Netherlands),
Verstraete was planning to set up in
the film business, having recently left
126
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164