TOTAL LICENSING
deal for a Paddington Theme Park Hit Entertainment, of course, repre- larly strong in apparel and stationery.
has recently been signed. In addition, sent modern classics such as Thomas Pingu aims at an older age group than
a television production deal has just and Friends, Bob the Builder and Pin- Thomas or Bob and originally lauched
been concluded. Comprising 104 x 5 gu and have high hopes for Rainbow in Japan in the early 90s where it at-
minute episodes, the series will air on Magic, their latest property. tracted the attention of older school-
NHK. Thomas remains huge in Japan, rank- girls. Today, it continues that appeal and
Charlie Chaplin continues to be pop- ing as the number two character after product also sells to young mothers
ular in Japan with a new film festival Anpanman whose books have collec- and ‘office ladies’. A separate program
featuring Chaplin due to be launched tively sold more than 50 million cop- has been established aimed at infants
in the country and a major television ies in Japan and whose TV series has and pre-school children. Amongst the
ad campaign for a major auto com- been on air since 1988. key signings for Pingu is a two year
pany has been running. At retail, whilst Anpanman generates promotional sponsorship deal with
Back to Beatrix Potter and around $800 million each year, Tho- Sumitomo Life Insurance and a long-
another of her characters mas enjoys sales of over $350 mil- running deal with Denny’s fast food
– Pigling Bland – has starred in lion and has remained steady since throughout Japan.
an ad campaign for a Dakara, the character launched in Japan in the Rainbow Magic is Hit’s latest property
a Suntory drink and has been early 1990s. and is based on a series of books, pub-
nominated as advertisement of According to Frank Foley, General lished by Gomo Books, which have
the year. Manager of HIT’s Japanese office, “Ja- sold more than 3 million copies in Ja-
The Licensing Company in Tokyo are pan is a train culture and, as such, Tho- pan (15 million worldwide).
also licensing British-based brands in- mas works!” Initial products will include back to
cluding The National Trust. There are currently over 120 licen- school, which will launch in April in
Hankyu, a major department store sees creating 500 product lines and time for the beginning of the Japanese
group, is the master National Trust key partners including Sony Creative school year. This will be followed by a
licensee and there are over 10 sub- Products, TakaraTomy, Pony Canyon, general roll-out of product .
licenses now, all producing ranges of Poplar-sha and Shogakukan. Frank Foley believes that Hit’s focus
Over 5 million Thomas DVDs and on properties for younger children
videos have been sold and, of course, is ideal in the Japanese marketplace.
Thomasland which launched in 1998 “The opportunities in Japan really
continues to be popular. rest in kids aged five and under”, he
Thomasland is located explained. “Once they get beyond
within Fujikyu Highland that, they are interested in action and
amusement park and adventure and that very much means
features eight Thomas Japanese properties”.
rides together with Whilst this has been somewhat of a
themed shops and res- whistle-stop tour of Japanese licens-
taurants. With the 10
th
ing activity, hopefully what emerges
anniversary this year, a from it is the understanding of how
major campaign is cur- different the market is, both in terms
rently being planned. Thomas of properties that appeal, and the
is also the subject of more target age ranges. Companies based
than 50 shopping mall events each outside Japan hoping to break into
year through events licensee Movic. the marketplace have to undergo a
On the retail side, the first Thomas huge learning curve. The marketplace
Station shop-in shop launched in is fascinating. It is sophisticated, ma-
Yokohama in March last year and Hit ture and in many ways a very exciting
are targeting 100 outlets within the marketplace, particularly now that the
high-end, high quality products using
next twelve months. general economic situation has been
organic, eco-friendly packaging. TLC
Bob the Builder is also enormously improving.
are looking to broaden the program
popular in Japan, particularly as he The battle really comes for the hearts
into ranges including natural cosmet-
has an environmental message. Bob and minds of small children – with a
ics.
was adopted as the character for the rapidly diminishing birthrate and in-
Jelly Belly is also represented by TLC
Children’s White Paper on the envi- creased product on the shelves, inevi-
and was launched into Japan last year.
ronment which was distributed to tably there will be losers that fall by
To date a number of licenses have
schools and is being used as a mascot the wayside.
been signed including a range of chop-
by the Japanese Government in their The world should watch the Japanese
sticks and a recent signing has been
efforts to reduce carbon emissions. market and take note of how it oper-
swimwear. All products are aimed at
With a large number of licensees on ates. There’s a great deal that can be
the 18 to 25 year range.
board, Bob is reported to be particu- learned from it.
94
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