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TOTAL LICENSING
ing line”.
Promotions have changed dramatical-
ly too. “We used to organise 60 or 70
promotions a year in the early days.
I actually remember running seven
promotions in one week!” explained
Cyril. “Today, if we have one or maybe
two in a year, we’re happy”.
Broadcasting too, has changed. “You
only have to look back at broadcast-
ing in the early days.
In Holland twenty-five years ago there
were only three television stations
and they broadcast children’s pro-
gramming for an hour on Wednesday
and Saturday. The A-Team, for exam-
ple, won fans with just thirteen epi-
sodes across one season. The Neth-
from them over the years”. that if she ever wanted to change jobs,
erlands was passionate about Dallas
Others that Cyril remembers fondly she would be more than welcome at
which was only broadcast once a
Above: The Wavery
have since passed away such as Bill Wavery.
week. Today’s market is very different.
offices.
Judge from Marvel and Bill McGuire At the time, there seemed little like-
Some television series are broadcast
Below: Helene Vereeck
of Sesame Workshop – both of whom lihood as Antwerp is a fair distance
every day or more than once a day
who retires in October.
were colleagues and friends over the from The Hague. However, in 1985,
and a new series needs guaranteed
Right: Cyril is awarded
years. when Standaard was sold to Buhr-
broadcasting for at least a year before
a ‘Beanie’ at the LIMA
awards
mann-Tetterode, Helene moved to
agents give it attention.”
The end of an Era
work for Wavery and has been an in-
So, is there any one thing that Cyril
valuable part of the team ever since.
sees as a cornerstone of his success?
Any company that has been around for
forty years, of course, sees a number
of retirements. Helene Vereeck will
To be continued...
say farewell to Wavery this October Wavery continues to be a successful
after many years with the company. licensing and promotions company
When Cyril was assigned the rights today. Cyril looks fondly at some of
to Suske & Wiske, twenty five years the properties he has and continues
ago, Helene was working in Antwerp to represent such as Sesame Street,
at the Standaard publishing house. Betty Boop, Garfield, Popeye, Snoopy
Her areas of responsibility included and Felix the Cat.
a contract with producer Wies An- But, at the same time, newcomers are
dersen for a television series. Cyril emerging all the time. Today, Cyril is
was very impressed by the way she enthusiastic about the potential some
worked – so much so that he told her of the more recent properties he has
in his portfolio such as Nintendo, It’s a
Happy Bunny and Tutti Cuti from San-
toro. “I’m as sure as you can be in this
business that these are looking for-
ward to a great future,” he concludes.
“The business has changed so much
over the last forty years”, Cyril ex-
“Without a doubt, service is the most
plained.
important factor,” he explained.
“In the early days, a license for a pencil
“You have to keep your licensees hap-
with one manufacturer and a second
py and, of course, keep your licensors
license with a pencil sharpener was a
happy.
good enough reason to hold a party
My father once told me – and I’ve
and celebrate! Today it is all about
never forgotten – that 100% is never
complete programs. In the early days,
good enough. You have to always aim
a single T-shirt could be called a suc-
to give 200%!”
cess. Today, the aim is for a full cloth-
130
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