TOTAL LICENSING
Konstantaropoulos. “Our year’s print However, he still sees the future in Manufacturing of GIM products takes
run sold out in two months”. licensing and continues to enjoy suc- place in China, Taiwan and in Turkey
The most recent licenses signed by cess with a variety of different prod- whilst the company also exports
Minoas are SpiderMan and Forever uct lines that include activity, sticker product into a number of European
Friends – both of which are proving books, coloring books and story- countries including the UK, France,
books. Netherlands, Belgium, Spain, Portugal,
“If you get it right, licensing really does Italy, Scandinavia and Cyprus.
work”, he concluded. “We’ve enjoyed Business is, without doubt, growing
success with a number of properties as Mike Giovas continued. “Jumbo is
now and continuously look for new a major outlet for us – they dominate
and exciting brands to bring to our the children’s retail market. But we
publishing”. also have product in over 5000 differ-
GIM SA (Giovas-Meletopoulos SA), ent outlets now”.
was founded in 1970 and began its “Branding is hugely popular on back to
activities as a wholesaler of school school products”, he continued. “ And
supplies. this covers all different age groups.
Today, GIM is involved in the import Snoopy and The Dog, for example,
and distribution of stationery, school have been really successful with the
supplies, office supplies and picture slightly older demographic”.
albums, together with
highly successful.
mugs and sticker albums.
Konstantaropoulos reckons now that
The company is based in
35% of the 160 or so titles produced
Piraeus and moved into
each year by Minoas are licensed.
licensing in 1996 when
“Our publishing is very much driven
they signed a deal with
by television”, he explained. “But that
both Warner Bros and
isn’t without difficulties. The law in
Disney.
Greece is such as you cannot adver-
These licenses included
tise toys etc on television until af-
Winnie the Pooh and
ter 10pm. Added to that, the cost of
Mickey Mouse and led
advertising is hugely expensive. For
to an expansion of the
example, a 25 second ad, not even
company’s activities to
shown during prime-time, can cost
include new products
around €150,000”.
such as plush toys, gift-
Unit pricing, of course, is another is-
ware, photo frames, key
sue. “Because the territory is relatively
chains and clocks.
small, print runs are never huge. This
Today, GIM continue
makes the unit cost high”, continued
to license Disney and
Konstantaropoulos.
Warner Bros proper-
ties but have also added
Marvel and Hallmark to their stable Corporate promotional gifts have
which now comprises 23 different also become important to the busi-
properties. ness, again continuing the mission of
According to Mike Giovas, Export covering as wide a demographic as
Manager, they have enjoyed consider- possible.
able success with a number of prop- Daily Press Magazines is a division of
erties. “Our most successful licensed Daily Press Group, and was estab-
lines are undoubtedly SpongeBob, lished to publish a variety of differ-
Spiderman 3, Forever Friends and the ent magazines, including a number of
Disney Princess line”. licensed lines. The Daily Press Group
Whilst these are mostly children’s publishes daily newspapers such as
lines, GIM’s strategy moving forwards Espresso, financial paper Isotimia and
is to cover all age groups and demo- Traffic. Espresso is the highest-selling
graphics through different licenses. daily tabloid newspaper in Greece.
Sports plays a part in this growth and The group also has interests in part-
GIM were licensees for photo albums works. Today, Daily Press Magazines
and photo frames for the 2004 Athens publishes SpongeBob, Jolie from Axel
Olympic Games. Springer, L’Official, the luxury wom-
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