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TOTAL LICENSING
These include ancient Greek mythol- over 30,000 different characters so Along the way, they assist gods, hu-
ogy characters as well as Norse char- we have plenty to work with”. mans, nymphs, kings and heroes in
acters, all of which are put together The basic storyline surrounds the ad- wars, sieges and battles and confront
in a brand designed to teach children ventures of two teenagersteenagers whowho setset mythical foes and creatures.
about mythology through entertain- out to explore the unknown universe The brand was launched through a
ment. of mythology through the world’s trading card game. This included a
Alex Aslanis, CEO of A.D.D.P Aslanis greatest myths and mysteries. special patented thermal scratch slot
created Mythworld after seeing how The Mythomachy warrior-explorers – the temperature around it deter-
similar some computer games were are Zenas and Lydia, regular kids who, mines whether the area is shown or
to ancient Greek mythology. “Greek transformed into supernatural he- hidden. Initial research was undertak-
mythology has, literally, millions of roes, travel back in time to the myth en through schools and the products
stories”, he explained. “And there are worlds. were used to promote Delta’s BCool
SHOPPING IN GREECE
apparel and household goods.
The Greek grocery retail market
Greek retail, whilst of course enjoying the presence of a
is characterised by the intensify-
number of the leading multi-national retailers, does have
ing price pressures, the introduc-
very much a flavour of its own.
tion of German discounters Plus
The retail landscape in major cities such as Athens, is
in 2006 and Aldi more recently, the
dominated by kiosks which can be found on virtually eve-
increased sophistication of con-
ry street corner. In Athens alone there are over 15,000
sumers, the high growth of private
of these kiosks which, unlike their counterparts in other
label products and the expansion of the network through
European countries where they specialise in, say, maga-
the development of convenience stores. Over and above
zines or confectionery, Greek kiosks operate as micro-
the discounters, the
supermarkets selling
Greek supermarket
a wide variety of
GREEK SUPERMARKETS RANKED BY TURNOVER
sector is dominated
products. As such,
1. Carrefour Marinopoulos
by the subsidiar-
they have become
2. Alpha-Beta Vassilopoulos
ies of the French
an important out-
3. Sklavenitis
owned Carrefour
let for licensed
4. Veropoulos (part of the SPAR, Eurospar international franchise)
group who have a
products. Over and
5. Atlantic (Greek owned)
Europe-wide deal
above the kiosks, 6. Metro (Greek owned)
with Disney and are
the retail scene un- 7. Masoutis (Greek owned regional chain)
also rapidly develop-
til relatively recently 8. Metro Cash and Carry (German owned. Operates under the
ing their own-label
was dominated by brand name Makro in Greece)
program. Carrefour
small independent 9. Dia (Hard discounter, owned by the Carrefour Group)
Marinopoulos is the
stores. 10. Galaxias (Greek owned)
market leader with a
However, Jumbo
total share exceed-
is one of the most
ing 20%, while Dia
important retailers of licensed children’s products with
has a market share of around 5%. Other major players
around 80% of the toy market in Greece. Jumbo began
include the Belgian owned Alpha-Beta Vassilopoulos and
life as a toy shop known as Babyland Toys in 1986 when
the Greek owned Sklavenitis and Veropoulos supermar-
the first shop was opened in Glyfada. Three years later, a
ket chains. The ten biggest supermarket chains al-
second store opened in Psychico and by 1991 this
ready control over 80% of the total market
had grown to four stores.
share and this percentage is expected to
Over the next few years, the company
increase even further.
floated on the Greek stock
Over and above supermarkets, key retail
exchange Parallel
chains for apparel include BSB who have
market and add-
75 stores in Greece specialising in wom-
ed thirty further
en’s clothing. Zara, another women’s cloth-
stores, making it one
ing chain now has 110 stores in Greece and is
of the largest Greek retail-
growing rapidly and Alouette, who specialise in children’s
ers with 39 stores in Greece
clothing, is also growing rapidly.
and 3 in Cyprus. The company
A major step in the development of the Greek retail mar-
employs over 2000 staff and has
ket was the opening of The Mall in Athens. Located in
expanded its product offering to
Maroussi, an Athens suburb, The Mall includes 200 stores
include toys, baby products, sea-
together with countless restaurants and entertainment
sonal items, books and stationery,
outlets.
72
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