TOTAL LICENSING
LICENSING IN GERMANY
a look at the marketplace
Germany has a strong licensing indus- with the young fairies is just about is the mystic production ‘Huntik’,
try and Licensing Market’s success is to be premiering: “Winx Club – The originated from the Irish production
testament to the thriving licensing in- Secret of the Lost Kingdom” was re- company Big Bocca, co-produced by
dustry in Germany, as are the number leased in Italy at the end of December the renowned Italian animation house
of varied exhibitors at the show. 2007. The German release is planned Rainbow (Winx Club and Monster
m4e was showcasing their portfolio for Summer 2008. Allergy). Primarily, the show targets
of properties and With Storm Hawks, m4e presents boys aged 8-12 years, but also action
main focuses at a new boys action animation show fans of all groups. Girls of 8-12 years
the show includ- for the entertainment sector. The 52 and teens and young adults are in the
ing DFB – Ger- episodes are produced by Canadian extended target group. Planned is
man Football production house Nerd Corps Enter- a weekly broadcast on Pokito / RTL
Association/Ger- tainment. The target group is primarily II starting at the end of September
man Football boys, but also girls, between 6 and 12 2008.
National Team. years. Pokito / RTL II are broadcasting For the toy category, Playmates could
All preparations the pilot in May 2008, simultaneously be acquired as Master Licensee. Up-
for the upcom- to the launch of the German website. per Deck Entertainment will be li-
ing Euro 2008 The launch of the first season of the cense partner for trading cards, games
are getting into show is planned for the first week and collectibles.
top gear. A range of September 2008 (episodes 1-36), EM.Entertainment enjoyed success
of partners, such week days between 2 and 3pm. at Licensing Market as the little green
as Mattel, Panini, From Spring 2008 onwards the show dragon Tabaluga received another 10
th
the medienfabrik can be viewed in more than 50 coun- anniversary gift, in the shape of a LIMA
Guetersloh, Glo- tries worldwide. Award for “License Product of the
bal Labels or Am Key markets as the USA, Canada, Year” category for the Tabaluga VISA
Ball Com have al- France and the UK are reporting great Card at the LIMA Gala following the
ready signed con- ratings. French broadcaster France 3 show.
tracts. Mattel for example is going to for example reports an average mar- The Tabaluga VISA Card has been issued
launch a Uno-card game and a puzzle ket share of more than 27% with kids by the Landesbank Berlin AG (LBB) in
under the DFB logo in time for the aged 4-14. Cartoon Networks USA co-operation with EM.Entertainment
Euro 2008. reports that Storm Hawks are GmbH since July 2007 and is available
Winx Club is enjoying great success beating top in three variations – Tabaluga
in Germany and m4e is now looking programmes VISA Card
to increase ratings on last year, due from Dis- prepaid, young
to the cross-media strategy regarding ney or shows and premium.
the publishing sector (e.g. Winx Club such as Trans- Customers can
Magazine). By the end of September/ formers or Yugi- apply for the
beginning of October 2007, ratings and Oh-Ex. Tabaluga VISA
market share were almost twice as A video Card online
high as at the same time the previous game is (www.tabaluga-
year. The market share of kids aged 3- planned land.de) where
13 years was at 14%, resulting in more and will be they can choose
than 100,000 viewers. The Nick Ahoi developed in Au- from a range of de-
Tour moved across Germany once tumn 2008. signs featuring Tabal-
more in 2007. During 3 weeks the There will be a uga and his friends, as
tour stopped in Berlin, Duesseldorf, sticker album by well as Peter Maffay. In
Geesthacht, Luenen, Mainz, Mannheim Panini. Worldwide Mas- keeping with Tabaluga’s
and Stuttgart and attracted more than ter Toy partner is Spin motto “the gift of happi-
100,000 visitors. True to the motto Master, distributed in ness”, The Tabaluga VISA Card
“Drawing, make-up, crafting and play- Germany, Austria and Switzerland by is also in aid of a good cause. A
ing” more than 25,000 kids could play Upper Deck Entertainment. In Spring fixed proportion of sales made
in the Winx Club section on board 2008 Spin Master is launching the toy on each card go to the Tabaluga
the ship. A similar tour is planned for line in France and the UK. Children’s Foundation. For every ten
2008. The first theatrical feature film One more new acquisition of m4e Euros spent “1 Tabaluga” bonus point
80
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