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NEWS
TOTAL LICENSING
FRemaNtLemedia LaUNCHeS BRitaiN’S Got taLeNt to
tHe LiCeNSiNG aReNa
FremantleMedia Enterprises (FME) has announced the first product launch of the highest rated entertainment show
of the year, Britain’s Got Talent, to the UK licensing arena.
The strength of the Got Talent brand is evident in its international triumph. The format has been a global sensation
moVeS at
selling to 16 countries around the world including France, Germany, Portugal, US, UK and Australia. The original show,
America’s Got Talent, has been sold to more than 100 countries worldwide.
maRVeL Britain’s Got Talent was an instantinstant hit hit with with the the UK UK audience audience reaching eaching a a high high of of 11 11 million million viewers. The The show w attained attained a a
It has been announced
market share 86% above the ITV1 prime time for all viewers, and 173% above for adults 16-34. Britain’s Got Talent also
that Louise O’Toole,
broke BT records of most votes received in a minute. TheThe eagerlyy anticipatedanticipated secondsecond seriesseries ofof thethe showw isis scheduledscheduled
formerly of Taffy Enter-
for Spring 2008.
tainment has replaced
FME has recently secured a master toy licensee, Drumond Park Group. Key licensing categories for 2008 include pub-
Gustavo Antonioni as
lishing, promotions, confectionery and Live Events.
Marvel’s Director of
Claire McCool, Director of Marketing, Drumond Park Group, said “We are delighted to be working with FME on this
Marketing.
phenomenally successful brand. Their dedicated licensing team is a pleasure to work with, hence the collaborations we
have made not only on Britain’s Got Talent but other FME brands such as Family Fortunes and Play Your Cards Right.
We look forward to further building on our relationship in 2008.”
Dominic Burns, FME SVP Licensing UK said “Britain’s Got Talent has captured the imagination of UK audiences and
really brought variety back to the forefront of UK television. It has amazing potential. We are immensely proud to
represent this vibrant brand and excited to see it evolve in the licensing space.”
New appoiNtmeNt at
imC LiCeNSiNG SiGNS
Kidz/eemC
aGReemeNt to RepReSeNt
Kidz Entertainment/EEMC has expanded its Russian
team by appointing Elena Sokolova as Sales Manager
BRUCe FoodS
for Russia.
IMC Licensing, the US-based full-service licensing agency spe-
Sokolova joins from the Russian
cializing in consumer product brands, has announced that it
office of ELC and will be based in
has entered into a representation agreement with Louisiana-
Kidz/EEMC’s Moscow office where
based Bruce Foods, a leading manufacturer of Canned South-
she will report to country manager
ern Vegetables, Hot Sauces and Tex Mex Food products for
Dmitry Gordinsky.
more than half a century.
Kidz Chairman of the Board and
IMC will develop a strategic licensing plan and a portfolio of
Director of Licensing Morten
new brand-building licensed products to support the Bruce
Geschwendtner says this new ap-
Foods and Bruce’s Yams brands.
pointment extends their Russian
Founded in 1928 in New Iberia, Louisiana, Bruce Foods was
presence and is an indication of
an early pioneer in the Cajun and Tex Mex food categories,
how committed they are to the
founding the company’s Mexican food plant in El Paso, Texas
territory.
in 1931 and creating the first canned Mexican food.
Comments Geschwendtner: “Our
Today Bruce Foods is one of America’s largest privately-
business in Russia is already grow-
owned food manufacturers with more than 1,200 employees,
ing extremely quickly, Elena’s ap-
four processing plants in the US and an affiliated facility in
pointment will allow us to make
The Netherlands.
the most of the many exciting op-
The company manufactures more than 550 food products un-
portunities that present themselves,
der nine major brands – with products distributed through-
Elena Sokolova
as well as continuing to develop the
out the US and in more than 100 countries, and carried by
market for the future.”
most of the top retail grocery chains worldwide.
Kidz CEO, Anna Lisa McBride echoes those views:
According to Cara Bernosky, IMC President and Co-Founder,
“We are putting together a very strong team as we
“We are delighted to be working with Bruce Foods. The num-
continue to expand and Elena is a welcome addi-
ber one selling brand of canned sweet potatoes in the US
tion.”
and the world, and the only brand in the US that really means
According to Morten Geschwendtner, the appoint-
sweet potatoes, Bruce’s Yams is poised to bring its brand
ment of Elena Sokolova is the latest in a string of
strength to the fast growing category of sweet potatoes. We
major developments.
plan to explore food categories where we can leverage the
Says Geschwendnter: “You can expect to hear a lot
strong health and flavor equities of sweet potatoes such as
more exciting news about Eastern Europe in the
baked goods, breakfast foods, desserts and side dishes.”
New Year.”
32
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