NEWS
TOTAL LICENSING
MOnSTER BuSTER CLuB Off TO A gOOD START On Tf1
After just a few weeks on the air, Monster Buster Club is already the 3rd highest ranked French-produced show among
4 to 10 year olds in France (source: Eurodata, kids’ programs for November 2007, target
group: 4 to 10 year olds), topping Ben 10 and Scooby Doo. The series, Marathon’s first in
full 3D animation, has already been sold throughout Europe, with other sales pending in
several broadcasters around the world.
In November 2007, Marathon Media claimed 3 of the 4 top rated French kid’s content
across all channels in France (Eurodata Top 20 kids programs). Totally Spies! is still the
number one kids series in France, with an 8-point lead (49.4%) after 6 years on TF1, Mon-
ster Buster Club is at number three and Marsupilami is still going strong at number four
on France 3.
Monster Buster Club is produced and distributed by Marathon Media. The all-CGI series
consists of 52 half-hours and has already been sold in Europe, with a major deal with a US
broadcaster in the works.
After Totally Spies!, Team Galaxy and Martin Mystery, MBC is set to become Marathon’s 4th show to sell in the US.
SMILEYWORLD SPREADS THE JOY
Nicolas Loufrani is CEO of Smileyworld Inc. the company that represents the Smiley logo, which is not only one of the
world’s most famous brands but also much more. The original Smiley logo is one of the most famous and recognisably
iconic symbols in the world but very few people know how it came to be.
It was designed in 1971 by Nicolas’s father Franklin, a French journalist, to indicate good news in his newspaper France
Soir with a happy smiling face. It was Franklin who named it ‘Smiley’ and in that same year he filed the trademark and
started what has become a licensing programme that has lasted for almost forty years.
Comments Nicolas Loufrani: “Smiley has spread across the world as a brand with hundreds of licensing partners
including Sony, Levi’s, Mars and many other major companies.”
The huge technological leaps forward in mobile and computer technology has seen Smiley’s presence in email
and throughout the virtual world as an iconic emoticon. It is claimed that the very first email message ended
with the sideways version of Smiley :) which is now used to illustrate millions of emails every day.
Now with a whole new strategy Smiley is poised to sweep the market in the next twelve months. Smiley
industries was created in 2007 and launched their own clothing and accessories collections. It also launched
a fragrance that sold in stores including Henry Bendel, Fred Segal, Selfridges, Colette, and Corso como 10.
Says Loufrani: “We now have a huge presence in the fashion industry and the number of famous names
wearing Smiley gives us celebrity chic. I am confident that everyone will be wearing a smile next year.”
Smileyworld Inc. has come up with two key platforms for their licensing strategy – The Smiley Collection and
Smileyworld. The Smiley Collection is positioned as a lifestyle brand aimed at teens and young people. Aimed
at younger children, Smileyworld is about communication and expressing yourself and its Smiley diction-
ary matches words to the emotions on display in the emoticons. Says Nicolas Loufrani: “Most Smileyworld
icons consist of facial expressions which have been exaggerated to be understandable with just a simple
design, We have also developed icons with hands and feet to make the emotions even more easily understood either in
still or animated images.”
But Nicolas Loufrani is keen to stress that Smiley is more than a brand; it’s a whole way of life. The ethos behind Smiley is
to make the world a better place. All of the Smiley Collection products are made from organic cotton which is not only
environmentally sound, it also helps the cotton growers. In addition 10% of Smileyworld Inc. receipts goes to an independ-
ently managed charity SWA – the Smiley World Association – to allow people to share their smile with people in need.
nEW TEAM MEMBER JOInS RAInBOW PRODuCTIOnS
Having relocated from South Africa in September 2007, Linda Jefferies has joined Rainbow Productions as a Sales
Executive. Her responsibilities will include promoting Rainbow costume characters to sectors including Toys, Retail,
Charity, Communications, Transport and Restaurants to help clients inject more hype and excitement into promotions,
special events and launches.
Linda’s previous position of 7 years was for a company called ‘Just Fun Toys’ based in South Africa. Here Linda headed
the promotions division, attending toy and licensing fairs to keep up to date with the latest trends and new products.
With Linda’s background in sales and her experience and knowledge of the toy industry she is now settling in well
to her new role as a member of the sales and marketing team in Rainbow’s new offices: Unit 3, Greenlea Park, Prince
George’s Road, London, SW19 2JD. Linda states: “I am looking forward to the challenges ahead and working together
Linda Jefferies
with an experienced and motivated team.”
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