TOTAL LICENSING
the majority of Italian re- “They’re already booked out until the
tailing across all sectors. end of Summer and our licensees love
“We work with all levels the exposure that it’s giving the pro-
of retailers from the su- perty”.
perstores such as Car- Massari is, of course, always on the
refour, Auchan or Upim look-out for something new. But
to the fashion-led Ori- whatever the property is, fashion is
ginal Marines or Benet- without doubt the key. “The Italian
ton. Italians really don’t market is driven by fashion brands”,
like to buy clothes from he continued. “Of course, so much of
supermarkets so we do the high-fashion market is licensed out
try and cover all levels but, on the other side, properties that
of retail with our pro- work on apparel, accessories, footwear
duct lines.”. etc, stand a far, far better chance of
In terms of independent success than others”.
and Bugs Bunny. Tom and Jerry are hi-
agencies, BIC was founded Another long-term licensing company
ghly popular in the three to six year
by Oscar Massari in 1972 and enjoyed based in Italy is DIC2 which was laun-
age group and Scooby Doo, a relative
early success with The Smurfs. In 1992, ched in 1973 as part of a group of two
newcomer to Italy, is beginning to per-
the company was appointed by United advertising, promotions and marketing
form well.
Media to represent Snoopy and the agencies.
“Our classic brands continue to be
relationship continues to this day, with Today, DIC2 continues to have a broad
very powerful”, contined DiStefano.
over 55 active licenses currently in the portfolio of properties ranging from
“Looney Tunes continues to be a real
Italian marketplace. Rambo, Nintendo, Pepsi, Hummer,
champion brand.”
Claudio Massari, International Mana- Asterix and Sarah Kay.
On the movie side, Warner Bros have
ger with BIC, sees this as part of a A relative newcomer to the licensing
high hopes for Speed
trend towards ‘classic’ properties that marketplace in Italy is Atlantyca. A
Racer, particularly bea-
Italy is enjoying. product of the worldwide publishing
ring in mind the Ita-
“Licensing trends have success of celebrated kids book series
lian love of racing
changed over the last Geronimo Stilton, Atlantyca Enter-
and the upcoming
few years and, whe- tainment was established in Septem-
Batman movie
reas everything ber of 2006 by Pietro Marietti who
will continue to
used to be dri- was the founder of Italy’s third largest
keep superhe-
ven by statione- publishing company, Edizioni Piemme
roes in the pu-
ry and publishing, Mondadori Group.
blic eye.
today’s licensing pro-
“Our superhe-
grams are very much driven by
roes are seen as
apparel”, explained Claudio.
The first Kids Licensing Forum, to be held in
iconic fashion brands”,
“Our Snoopy program works
Bologna at Palazzo Re Enzo on 3 April has
continued DiStefano.
very well on all levels of ap-
been enthusiastically embraced by profes-
“Dolce & Gabbana have
parel – from infant to
sionals from Italy and abroad.
tremendous lines fea-
adultwear and from
The event has also attracted a number
turing Batman and Su-
high fashion, such as
of key sponsors including Teamworks,
perman for example”.
Iceberg products, to
Grani & Partners, Rai Trade, Licensing
Harry Potter, too, per-
mass market”.
Italia, SUK Srl, Atlantyca, Sesame Work-
forms well but more on
Garfield is also a long-
shop and Starbright.
the publishing side than,
term property for BIC, as is
In addition to offering meetings and seminars
perhaps, the fashion. “DiAgostini
Felix the Cat.”We have eighteen licen-
on the latest market trends, the event provides
and Panini have been our top Harry
sees for Garfield and, Felix and Baby
an opportunity to receive free consultancy from
Potter licensees in Italy”.
Felix have been the subject of eleven
experts in legal matters, PR, marketing strategies and licensing pro-
Whilst apparel generally is the key to
new contracts in the last five months”,
grammes. The Kids Licensing Forum is the only Italian event organized
a successful brand in Italy, a sector that
continued Massari
in co-operation with LIMA.
has seen considerable growth is that
BIC have recently broadened their
The next Bologna Children’s Book Fair, the world-wide leading chil-
of food.
Snoopy program. A series of more
dren’s publishing event for the trade only, will be held from Monday
Italians still prefer to buy fresh food
than 80 Snoopy and Belle dolls, dres-
31st March through Thursday 3rd April. The TV/Film & Licensing Ri-
rather than pre-prepared food and an
sed by famous fashion designs inclu-
ghts Centre at the Book Fair will grow this year and will include some
estimated 60 plus percent of food is
ding Versace, Armani, Mary Quant and
major names such as Entertainment Rights, Dreamworks Animation,
still purchased through small indepen-
Liz Claiborne among others, formed
Cartoon Network and Nickelodeon.
dent shops rather than supermarkets.
the basis of an exhibit entitled Snoopy
The Rights Centre offers an opportunity to network with the inter-
However, Warner Bros still see growth
in Fashion which appeared in The Lou-
national children’s publishing community and view some of the latest
in terms of promotions and premiums
vre in Paris in the 1990s.
properties to develop into television, film and licensed products.
based on a food product.
Today, the dolls are regularly used by
The Centre is held in a fully equipped business area at the heart of
In terms of retail, DiStefano sees a gra-
museums and event organisers. “The
the Book Fair and will also include an educational programme on
dual decrease in the number of small
Snoopy in Fashion dolls have been in-
the latest trends in publishing, licensing and the kid’s entertainment
independent stores that used to form
credibly popular”, continued Massari.
business.
41
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120