TOTAL LICENSING
pany has been running since 1954 and cream each day together with 290,000 has also expanded its distribution net-
specialises in party goods which are croissants and 120,000 litres of juice. work to include other European terri-
distributed now through 53 countries. The SpongeBob range is supported by tories together with countries within
Licensed product, which includes par- strong television advertising together the Middle East.
tyware featuring SpongeBob, Disney’s with competitions involving stickers As Haris Lagoyannis explained, “The
Winnie the and SpongeBob products. Greek market is quite small, although
Pooh and In addition, EVGA have a range of Dis- we are the leading hat and cap compa-
Princess and ney Princess long-life juice, together ny. To expand our business, we looked
S p i d e r M a n with Batman and Superman. to take product overseas and the
now account The Stamion company was founded strategy has worked very well”.
for around by Stamatis and Margaritis Ioannidis According to Lagoyannis, Disney re-
$60 to $70 in Thessaloniki in 1914, producing and mains Stamion’s leading license al-
million a year. manufacturing hats. though Spiderman, Dora the Explorer
As Paul Ber- Today, the company and SpongeBob have all performed
rington ex- is the leading li-
plained, “Pro- censee for baseball
cos’s growth caps, bandanas and
in Europe other headwear. In
(or perhaps addition, they have
domination branched out into
is a more product lines in-
a p p r o p r i - cluding swimwear,
ate word) is beachbags and
remarkable. also woollen hats,
Procos is a fleece blankets
name that and other acces-
almost every sories for Winter use.
major licen- The company is now run by the third
extremely well.
sor now understands they can trust.” generation - Haris Lagoyannis and
As one would expect with a cap pro-
Another major licensee is EVGA Christoforos Kainadas and employs
ducer, sport has also been a key cat-
SA who make ice-creams, juices, cr- 55 people with a manufacturing base
egory. Stamion have a pan European
oissants and frozen pastry products. in both China and, more recently, in
deal for caps and scarves featuring
EVGA exports to companies around India.
this year’s Euro 2008 football tourna-
Europe and are currently enjoying Stamion began licensing back in 1989
ment and have licenses for six of the
considerable success with SpongeBob when they took their first Disney li-
leading Greek soccer clubs including
which they see as one of the most cense covering all the main characters.
AEK Athens, Aris and Paok.
profitable brands that they have ever This was followed by a Warner Bros
Lagoyannis is enthusiastic about the
used. In fact, the SpongeBob Folie Cr- license for Looney Tunes, Batman, Su-
potential for sports. “We are really
oissant has achieved a 70% market perman and Scooby Doo and, more
looking to grow our sports licensing
share. recently, by licenses from Marvel for
side”, he explained.
EVGA was established as the first Spiderman, Nickelodeon for Sponge-
On the children’s side, the company
dairy industry in Greece back in 1934 Bob and Dora the Explorer, Mattel
is expanding its product offering. “We
and launched their Juices ranges in for Barbie and Hot Wheels and classic
are now looking to make flipflops and
1991 and their croissant ranges in properties including Forever Friends
other related products all of which
1999. and Strawberry Shortcake.
will match”, he continued.
Food is an area that has shown signifi- As a major cap producer, the company
Minoas, again based in Athens, has
cant growth in terms of licensing and
been a leading publisher of children’s
most major food companies now use
books – both fiction and non-fiction
a brand or character either in terms
since 1952. In recent years, the com-
of packaging or through promotions.
pany has also expanded its offering to
EVGA’s croissant range has always in-
include parenting, child-care and self-
volved a license since the range first
help books.
launched back in 2001 with Looney
Licensing has played an important
Tunes. A further highly successful li-
part in the company’s growth for
censed range was with a series of
more than ten years. As Yannis Kon-
Looney Tune-shaped ice-cream mugs.
stantaropoulos, CEO and Managing
The company, headquartered in Ath-
Director explained, “We began licens-
ens, sells over 250,000 litres of ice-
ing in 1995 using Disney characters
on all our products except for picture
74
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128