TOTAL LICENSING
Korean Update
As we enter the New Year with re�
charged batteries ready for the new
season of trade fairs and events to
commence, we can also reflect on
the developments in the latter part of
2007 from the Korean licensing per�
spective.
The Korean licensing and merchan�
dising market is growing at a steady
pace, with Korean characters making
up around 40% of the market. In 2005
the size totaled W4.288 trillion at re�
tail. To put this into perspective US$
1= W929.
Home grown successes that we are
probably all familiar with by now, Po�
the character. with distribution now into 60 coun�
roro, Pucca and Mashimaro are now
At the Asian TV Forum in November tries including channels such as Canal
reaching European and US markets
2007, Iconix Entertainment Director, J, and Rai 2. It has also reached Latin
in order to grow the brands further.
Mikyeong Jung explained that Pororo America where its licensing will kick
While Pucca is loved in around 130
has been well received into 81 ter� start early 2008. In addition, it has se�
countries, her penetration into the Eu�
ritories, with recent sales including cured deals with two major publish�
ropean and US markets is still increas�
Italy, Spain, Middle East and Mexico. ing companies within Europe, so 2008
ing with around
When the program first aired on TF1 could see much success for this lov�
2500 different
in 2004, its first drive into
pieces of mer�
Europe, it claimed a re�
chandising
cord high 47% rating. It
promoting
has since been taken in
many other territories,
including UK through Cartoon
Network’s preschool channel,
Cartoonito.
Dibo, the gift
Dragon, can
also boast
an increas�
ingly good
start. It first able character.
featured on EBS Characterline, is also making inroads
channel in Ko� into Europe, with Shaman Varim, hav�
rea in 2006 and was ing recently signed a licensing deal
ranked second to for the Nordic territory. The charac�
Pororo. Season 2 is ter Varim is a shaman cat that travels
following with an� around the world, helping friends by
other 26 episodes wishing them luck for their dreams to
having commenced come true.
November 2007. In Ko� In 2007 Characterline Inc. organized
rea it has racked up 50 events with the motto: “Your Dream
licensees within the year Will Come True if You Wish…” such
and this is still growing as preview events for the movie ‘Miss
strongly. Its foray into Potter,’ a Character Festival for Kids
the Europan market and a ‘Free Hug Event’ which proved
is also showing growth extremely popular. Additionally, the
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