TOTAL LICENSING
sees, expect a more responsible and
responsive business partner”.
Berrington also believes that educa-
tion is the key if the industry is to
grow. “There is growth to be earned
from a better licensing-educated mar-
ket particularly amongst retailers. This
is a challenge that we’re responding to
yoghurts which now sell over 600,000 market, but a sick one. Licensed goods
with a number of initiatives including
a month. are simply conquering generic market
the launch of an e-magazine for the
Together with Black & White, Alex share which is declining in numbers
Greek licensing industry early this
Aslanis sees enormous potential and general quality”.
year. The magazine will carry stories
for the brand. “Television and other “Healthy medium-sized licensees are
from around the licensing world but
product lines are a natural fit for this in a better position to weather the
will focus on our local market. The
brand”, he explained. “And they are slow down. Inevitably, we are witness-
idea has been
educational – we’re using original sto- ing some business failures and more
welcomed by li-
ries from mythology and just giving will follow. Over the next two years,
censors, licensees
them a new twist”. many categories will consolidate, leav-
and retailers that
Paul Berrington sees both growth and ing licensors with less choice, but
we have spoken
change in the future of Greek licens- strong business partners. The demand
to”.
ing. for Greek licensed product in Europe
Moving on to
“Licensing in Greece continues to and beyond tells us that Greece has
licensees and
grow”, he explained, “although we some forward thinking, imaginative
probably the big-
have noticed a slowing down in cer- licensees who can be competitive,
gest and most
tain categories. The market is tighten- which is demonstrated through their
successful com-
ing and many licensees are respond- balance sheets. These licensees need
pany in terms of
ing with more credit for retailers and to pay closer attention to the needs
licensed products
better management. The growth is of licensors who, on promoting local
in Greece is Pro-
not as a result of a successful retail licensees to multiple territory licen-
cos SA. The com-
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