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TOTAL LICENSING
ver with the background music being
Mashimaro goes Nordic!
sold as digital music tracks.
New onto the licensing scene in Eu�
CLKO Entertainmenttainment Co., LtdLtd andand AlicomAlicom LicensingLicensing recentlyy pennedpenned a a licens�
rope is a very sweet character prop�
ing deal for rights to Mashimaro brand in the Nordic region.
erty with enormous potential which
This is the first major deal for Mashimaro outside of
surfaced late 2007, called Heartbear.
Asia and is the first of a few deals currently in
This has attracted much attention al�
discussion for the European market.
ready and with its warm and cute de�
CLKO is, undoubtedly, a leader in the Korean
signs and is now ready to hit the Eu�
market � both in terms of animation and licens�
ropean market. It is still building much
ing. The company has been at the forefront of
success and currently has launched on
the development of Korean animation and
licensing; in particularly through their
enormously successful character
Mashimaro since its creation in
2000.
This cheeky character has bowled
over the Korean market with its
short, humourous animation.
With little or no dialogue,
Mashimaro entertains its au�
dience throughout its various
shorts by displaying a self�centred
character, with a good dose of hu�
mour.
The sketches tend to leave the au�
dience waiting to find out what Mashimaro is plotting during the 1�2mins
shorts, which adds to its individual style. Originally the character was devel�
oped for flash animation appearing online but its strong appeal soon con�
verted this character into leading brand with retail sales of over $500 million.
The animation for this character and its ancillary products has led to its
popularity over various platforms in addition to the internet such as product
promotions for major brands like McDonalds. It now appears on over 3000
the mobile platform with over 8 op�
products in Korea and its cognitive recognition globally places it as one of the
erators in Asia alone.
leading characters in the marketplace.
The strong characteristics of
this property can be seen
character’s design has been chosen since 2005, which are executed using
through its design. It is
to adorn stationery at a new theme flash animation accompanied by back�
not the average imagery
park in Seoul due to be opened March ground music. Known as ‘music essays,’
of a bear and its clean
2008. Varim’s stories have been serial� these stories are promoted on video
design instantly estab�
ized in a monthly character magazine sharing sites such as Youtube and Rev�
lishes it
as unique.
Moreover, the
design lends it�
self to economic
benefits, utilizing minimal
colour for maximum ef�
fect which also allows it
to be suited to various
backgrounds without lim�
iting opportunities. ItIt is is
evidently the type of ev�
ergreen character whose
endearing characteristics
can be used for social ex�
pressions and merchan�
dising for years to come.
Looking forward into
57
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