TOTAL LICENSING
NEWS
DIC ENTERTAINMENT FORGE AHEAD IN EUROPE
Following the restructure at DIC a we’re also trying to localise our web Benelux”, she continued. “I really do
year ago, Leslie Nelson, SVP & Man- content. Strawberry Shortcake has a believe that has a great chance of be-
aging Director, EMEA took control French language site and Horseland coming a perennial property”.
of the television and merchandising is very close. My background in the Whilst new media plays a strong part
sides of the business throughout Eu- 1990s was in licensing so adding li- in Nelson’s programs, traditional li-
rope. Nelson believes that the secret censing activity to my television side censing of course remains hugely im-
to a successful property is to look at was a natural progression”, she con- portant. “Our key areas are toys, vid-
each property as a panorama. “Our tinued. “And it’s really working very eo games, publishing and interactive”,
she explained. “Followed, of course by
all the other classic licensing catego-
ries. Promotions, too, are extremely
important.
Nelson believes firmly that creative is
Leslie Nelson
SVP & Managing
king in this business. “Creative is so
Director EMEA, DIC
important”, she continued. “If you cut
corners, it shows and, when it comes
down to it, you really can’t fool kids”.
Moving forwards, Nelson sees a
number of trends in her area.
“A lot of older properties are coming
through successfully and I really do
see that continuing”, she explained.
“We’ve had fantastic success with
approach is to look at every pos- well”.
Strawberry Shortcake and other
sible platform for our brands”, she Nelson has high hopes for Horse-
properties are coming through now
explained. land, one of DIC’s newer proper-
that I’ve no doubt will be equally suc-
“For example, each of our proper- ties. “Horseland has progressed re-
cessful. We really do live in exciting
ties has a dedicated website. And ally quickly in France, Germany and
times”.
RANDOM HOUSE SEEK NEW PROPERTIES
mation about how to find and enjoy recently.
Mary Vacher, Licensing Director of
safe swimming lessons.” Vacher is eager to get in on the
Random House Children’s Books in
Mary Vacher is especially excited ground floor with producers and
the UK is set to launch their latest
about Hana’s Helpline because Ran- media rights companies. “We are
Hana’s Helpline books at the upcom-
dom House became
ing Bologna Book Fair.
involved at a very early
Hana’s Helpline is just one of the
stage, well before the
licensed titles that Random House
TV launch on Milkshake.
have in the market and, as Vacher
Additional activity on
reports, “We currently have three
the property includes
offers in for new properties – one
toys from Golden Bear
preschool, one mid-range and a boy’s
which will launch later
property”.
this year.
Vacher believes that Hana’s Helpline
Random House are also
is a perfect example of the extra
licensing out some of
dimension that an interactive pub-
their own properties
lishing venture can bring. The books
– in particular Princess
feature some of the stories told on
Poppy which, by June,
the programme, but they have added
will have sold more than
value as well. “At the end of each
a million books over a
book there are tips for the readers very keen to offer our expertise at
two year period. A further property
relevant to the story they have just an early stage so that, in conjunction
which Vacher believes has high li-
read. The one in which Hana goes with the rights holder and other li-
censing potential is Dewdrop Babies.
swimming for example provides ad- censees, we can play a significant
The property features on four small
vice for parents and children in a part in unlocking the potential of the
shaped books which were launched
special section at the back with infor- property.”
29
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