TOTAL LICENSING
* Italy is the World’s
Sixth largest market
economy
* GDP per capiita is
$31,000
* GDP Growth 1.9%
The Italian licensing marketplace is in in Italy for a very long side Gianesin be-
remarkably good shape. That is the time. The first Italian lieves that Cars will
* Population 58.15 m
message that comes across when one was signed back in 1932 continue to enjoy a high
speaks to agents and others working with the launch of the profile. “The Mattel range
* Annual gowth 0.01%
in the territory. Topolino (Mickey Mouse) of Cars products is one of
Paolo Lucci from Kazachok in Italy, magazine and in 1938 Italy the hottest selling lines”, she con-
launched the Italian Licen- became the location for Disney’s very tinued. “Cars continues to be fantasti-
sing Guide last year and first affiliated company specialising in cally strong and we’re developing the
was surprised by the publishing and merchandising. property to continue to keep it fresh.
level of activity in Publishing remains strong in Italy and We will be introducing new storylines
the country. “When Disney control publishing in more through publishing and we’re looking
we launched the than seventy countries from their Ita- to create in-store Cars events”.
guide, we realised lian offices. Why does Gianesin think that Cars
that the Italian li- “Our success in terms of publishing, as has remained so popular? Her view
censing business well as licensing, is all about creativity is simple. “It’s well known that Italian
is broader than we and innovation”, continued Francesca men love cars. And Italian boys love
all expected: 1150 pro- Gianesin. “We can see that through toy cars!”
perties listed managed by the Disney Academy which we star- For preschool, Disney’s focus con-
around 200 licensors and ted in Italy, specifically to encourage tinues to stay with Mickey Mouse
agents and around 700 li- artists and animators”. Clubhouse and My Friends Tigger and
censees”, he explained. Fashion, as we said before, is the key. Pooh.
Across the board it seems, li- Disney have a range of Mickey Mou- For girls, whilst the market continues
censing is growing. In the toy industry, se T-shirts and jeans, produced with to be crowded with properties such
for example, the percentage of toys Svarowski for Dolce and Gabbana. as Winx Club, Barbie and Bratz, Di-
produced produced using a license Another range, this time in upscale sney are looking to revitalise Disney
has grown from 18% percent in 2001 retailer Iceberg, features Tinkerbell. Princess with a program that is now
to over 26.5% in 2006. Both ranges are aimed at adults and growing in the country.
Lucci sees the growth as a result of Gianesin sees this trend continuing. But it is the pre-teen and teen market
a number of different but important “Mickey is seen as cool and smart”, where Disney have set their sights.
factors. “Firstly, licensing in italy is no she explained. “Italy has a higher per- “The teen and tween markets are
longer just the entertainment and centage of adult largely untapped”,
fashion business”, he continued.”Brand business than concluded Gianesin.
licensing is growing and this means many other Di- “We’re really pushing
less reliance on television. Also, li- sney territories”. Hannah Montana and
censees are becoming much more Of course, the High School Musi-
knowledgeable and aware of licensing. love of fashion cal to fill these gaps.
In fact, more than 170 attended our has impacted on And I have to say, it’s
first Italian Licensing Forum last No- retail outlets for working very well in-
vember”. licensed pro- deed”.
One aspect that does come across ducts. Whilst A further lead player
strongly, when talking to many of the the British may in the market is, of
licensing agents and licensors in Italy, be happy to buy course, Warner Bros.
is the emphasis on fashion and design. clothes in super- Maurizio DiStefano,
As Francesca Gianesin, Vice President markets, Italians might buy underwear General Manager of Warner Bros in
Retail Sales and Marketing at Disney in these but clothes are the exclusive Italy sees the marketplace as buoyant.
Consumer Products Italy, exlained to domain of boutiques and some hyper- “Licensing is really trendy”, he ex-
us, “Nobody loves fashion or brands markets. “We work very closely with plained. “Business is extremely good,
more than the Italians. They are true Carrefour, Auchan, Coop and others”, particularly in areas like apparel and
fashion victims”. explained Gianesin. “And, of course, accessories”.
Of course Disney have had a very suc- we work with the high-end retailers”. The star of the Warner Bros camp is
cessful consumer products business In terms of properties, on the boys Looney Tunes, together with Tweety
40
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