NEWS
TOTAL LICENSING
TUTTI CUTI - HOTTING UP IN AUSTRALIA AND PROVING TO
BE A TURKISH DELIGHT
Max Licensing has been exclusively appointed to represent girl’s brand Tutti Cuti in Turkey and Northern Cyprus.
This represents an opportunity for Santoro, opening up a new territory to the brand which is currently
retailing in over 20 countries worldwide. At the annual Max Licensing Summit in Istanbul, excellent feed-
back was received by the Agency when a range of Tutti Cuti products were presented to over 150
Turkish licensees. Diana Magarino, Managing Director of Max Licensing, says of Tutti Cuti, “The
distinctive look of the brand combined with the sweet demeanor of the property has made an
impact among our licensees”. With this fantastic launch it is anticipated that Tutti Cuti will estab-
lish retail presence in Turkey from Autumn 2008.
Santoro have also signed Merchantwise as the exclusive licensing agent for Tutti Cuti in Australia and
New Zealand. With the brand already achieving international success across Northern Europe, South
America and the UK, Santoro are confident that the characters of Tutti Cuti will captivate the markets of
Australia and New Zealand. Director Alan Schauder says, “Merchantwise is delighted to be working with San-
toro on the development of the Tutti Cuti licensing program in our region. We have great respect for the team
at Santoro, both as creators of exceptional designs and as an organisation that really understands how to market
and build brands on a global scale”. Tutti Cuti has already secured a following in the Australian market through Santoro
licensee Cosmex, whose exclusive range of cosmetics items have sold phenomenally well two years running. In addition,
Australian users currently account for 8% of the 35 million hits on the Tutti Cuti website, a figure which looks set to rise
once the retail presence of Tutti Cuti has expanded in the territory. Merchantwise have planned a major Australian/New
Zealand showcase for the brand to be presented to the licensing and retailing communities over the next few months.
ENTARA ADOPTS PARTHENON ENTERTAINMENT GROUP
NAME AND APPOINTS BRAND CONSULAPPOINTS BRAND CONSULTANT
UK rights company Entara Ltd has adopted the Parthenon Entertainment Group name, as of January 2008, announced
Carl Hall, CEO of Parthenon Entertainment Group Ltd. All Entara’s properties including Magic Magic �oundabout, Domo,
the Puppy in my Pocket toy brands, HABBO, Jakers! and Those Scurvy �ascals willwill bebe managedmanaged withinwithin aa Parthenonthenon
Entertainment Group structure, which includes both a factual and children’s IP portfolio.
Carl Hall said: “After a lot of internal discussion and debate we decided to have one brand under which to operate
both Parthenon Entertainment’s and Entara’s programming and property portfolios. The decision was made to adopt
the Parthenon name as the board felt it had a wide resonance in the international marketplace. We look forward to
growing the Group’s activities further in 2008.”
Carl Hall, has also appointed brand and licensing consultant Caroline Mickler to advise and assist in building the
group’s licensing opportunities. Caroline has a highly successful track record in developing and implementing licensing
strategies for brands, film and television properties. In addition to representing the Parthenon Entertainment Group
Ltd properties, Caroline also represents The Beatles - having been approached by Apple Corp to devise a new licensing
strategy - and Horrid Henry, the animation series produced by UK indie Novel Entertainment.
Caroline Mickler said: “Parthenon Entertainment Group has some wonderful and classic properties and I am look-
ing forward to helping build this portfolio - it is entirely complementary to the work I am doing for The Beatles and
Horrid Henry.”
TV-LOONLAND AND MASTER TOY LICENSEE MARTIN YAFFE
LAUNCH FIRST RANGE OF LITTLE PRINCESS PRODUCTS
TV-Loonland and Martin Yaffe International, the Master Toy Licensee for the preschool show Little Princess (produced by
The Illuminated Film Company) will be showcasing the new Spring/Summer products and and Autumn/Winter Autumn/Winter ‘08 08 lines lines at atToy y
Fair 2008. The first range of Little Princess toys will then launch in store at the end of February 2008.
Under the Born to Play brand, Martin Yaffe International will be launching items from the Spring/Summer collection includ-
ing beanies of character favourites Gilbert, Puss, Scruff and Little Princess and plush toys of Little Princess and Gilbert.
The Little Princess musical TV which plays the show theme tune will also be on display at Toy Fair 2008 plus a range of
inflatables. Little Princess outdoor items include an inflatable space hopper and an inflatable bouncy castle, inspired by the
hit TV series. The Nessie Stick horse is based on the General’s hobby horse and has sound effects that are activated by
pressing Nessie’s ears. Also available will be the inflatable spray pool and a selection of wheeled toys.
Visitors to the Born to Play stand will also get a sneak preview of the 2008 hero product from the Little Princess range:
the Little Princess Castle Playset.
Peter Hatton, Toy Director of Martin Yaffe International, comments; “We are delighted to have been appointed Master Toy
licensee for Little Princess and will be showcasing the new range at Toy Fair ’08. Strong retail distribution is anticipated,
with products due to be on shelf in time for Easter.”
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