TOTAL LICENSING
GREECE - FACTS AND FIGURES
portfolio. These are mostly from the
music world and are, to the main part,
Greek stars. Athanasiadis admits,
BOYS Total Population
though, that whilst the sector is doing
Total: 678,000
10,706,290 (2006)
reasonable business, it is never easy
dealing with celebrities. “We have li-
8-10 yrs
Children aged 0-14 yrs
censes covering most major catego-
3 - 5 yrs
234,000 ries now but sometimes it is difficult
174,000
- 14.5%
explaining the type of deals that are
6-7 yrs
on the table. Some of these celebrities
270,000
are used to dealing in very large sums
of money and can’t understand why,
GIRLS
for example, a sock license doesn’t
Total: 557,000
generate the same!”
Finally, Hellas have taken the step of
branching out of Greece through
8-10 yrs
their ELC joint venture. ELC have
220,000
3-4 yrs
offices in Budapest, Istanbul, London,
Total boys and girls aged
163,000
Moscow and Warsaw in addition to
between 3 and 10 years
5-7 yrs
174,000
their Athens base and are licensing
Warner Bros and Marvel properties
1,235,000
through their new offices.
Black & White Licensing, based in Ma-
rousi, was founded ten years ago by
Paul Berrington and Akis Sampas since
when they have grown to include
has been an absolute phenomenon”, now. Barbie, however, is still strong in
fourteen specialist staff. In the last
continued Themos Sgouras. “The Greece.”
year alone, turnover has more than
fact that it appeals to male and Hellas have seen their Greek licens-
doubled and Paul Berrington is highly
female consumers also helps in ing business enjoy double digit growth
optimistic about the coming year.
a small market as does the fact over recent years but recognise that
“We’re particularly pleased with our
that the characters appeal to they now need to look beyond tra-
Snoopy program this year”, he ex-
children and to adults”. In fact, ditional entertainment licensing in or-
plained. “We have worked hard over
Looney Tunes biggest license der to expand the business.
the last three years and have re-
in Greece is a deal for adult Sports licensing is a growth area for
ally turned it into a major long-term
boxer shorts. the company. Through Warner Bros,
brand in Greece. Apparel has been
As we will see through this Hellas are handling Euro 2008 and,
particularly strong and I can honestly
feature, classic properties are in addition to the European soccer
see a good five to ten years of suc-
key to the Greek licensing mar- championships, Hellas represent the
cessful Snoopy licensing”.
ket. “Licensees want long-term UEFA Champion’s League in Greece
Another classic property that has en-
properties”, continued Sgouras. and AEK Athens – the leading Greek
joyed immense success at the hands
“The size of the market makes soccer team. Whilst Hellas have signed
of Black & White is Forever Friends.
movie licensing very difficult. more than a dozen licenses for AEK,
“This has been an amazing property
Some of these enjoy success recent signings include armchairs,
in other countries, but not in mobile phone covers and plush bears
Greece.” from AS Company and a range of
Over and above Warner Bros adult and children’s bicycles featuring
properties, Hellas Press also the logos and colors
handle licensing for other enter- of AEK made by
tainment-based licensors includ- Molho Group,
ing Marvel, Twentieth Century the oldest bike
Fox and MGA (Bratz). company in
“The Bratz market suffered when Greece.
Hasbro closed their Greek offices”, Celebrity
explained Georges Athanasiadis, licensing
General Manager at Hellas Press. “It also forms
meant that the core range of toys was part of
fairly small although this is changing the Hellas
68
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