TOTAL LICENSING
A growing market
Country Overview
French market is open to the launch of creating demand around a brand ex-
By Virginie Lopez, Kazachok
perennial brands such as The Dog or actly as buzz marketing does.
The French market is the second larg-
the Royal Air Force because the con- “In that perspective, France Télévisions
est licensing market in Europe, posi-
sumer is more open-minded here”. Distribution is all about becoming a
tioned between the UK and Germany.
The branded market is growing and key player in the licensing world” says
The licensing market has consider-
some licensors, such as TF1 don’t Franck Cymes.
ably evolved in ten years. According
hesitate to include in their portfolio 2007 finished well for toys and licens-
to Marketing and Sales Manager of
certain “corporate” brands as well as ing, restoring confidence in retailer’s
TF1, Fabien Saillant, “The market has
“entertainment. “We like to set the minds. But, despite the fact that re-
become tremendously professional
approach of strategic development for tailers seem more and more open to
and structured”. Today licensing con-
certain brands”, explained Fabien Sail- licensing, they are not willing to take
stitutes a fully-fledged marketplace
lent of TFI. “TV is the way to launch risks and continue to be very “TV fo-
sector. And, despite the fact that it still
or create the latest fad. But then the cused”. A license broadcast on TV is
lags behind the UK and other Eng-
license associated with the show ab- more attractive and has more chance
lish-speaking markets, France is really
solutely depends on its presence on to gain a buyer’s confidence. “Today,
moving forwards. Sandra Vauthier-Cel-
air, and really suffers when the show retailers want novelties, particularly
lier, Co-Managing Director 4Kids En-
is taken off. We aim at trendy brands in the preschool market. This market
tertainment International explained,
such as Tecktonik. Besides, TF1 is will- should continue to perform thanks to
“Despite slow growth in the overall
ing to strongly develop broadcast new heroes and outstanding products”,
share of licensed products, the out-
driven brands in order to create a real explains Franck Cymes. In the opinion
look for 2008 seems bright especially
synergy between the different group of Sandra Vauthier-Cellier “retailing
for the boys segment, boosted by
activities (TV, Radio, Production, Pub- in France is rather static in terms of
blockbusters such as Rambo, Batman,
lishing…). Diversification is a strategic evolution, due in part to French regu-
Speed Racer, Iron Man, Wall-E, Indiana
form of growth”, continues Fabien lations. There is a real concentration
Jones and Kung Fu Panda”. Delphine
Saillant. in the retail market, players remain the
Cosserat, NPD Group License Man-
In terms of France Televisions Distri- same, and there are only a few new-
ager added “In any case the market
bution, in the aftermath of the recent comers. Retailers are beginning to set
will continue to capitalize on 2007
decision to remove advertising from up DTR (direct-to-market) licensing
phenomena like Cars and leading pre-
public-service channels, it is inevitable programs. UK retailers are far more
school licenses.”
that advertising slots aware of licensing, seeing
Beyond the preschool market, tweens
will diminish and prices in it real added-value and
are not the only difficult target mar-
will increase. Undoubt- potential business oppor-
ket. The 6-10 age bracket is also com-
edly, this new deal will tunities. On the other
plicated. According to Franck Cymes,
be difficult for a great side, French retailers
VP Licensing & Events, France Télévi-
number of small busi- only grab occasional op-
sions Distribution, 6-10 year old kids
nesses that represent portunities and there is
are less and less turned on by tradi-
a large share of the no global strategy in this
tional games (collectibles, figurines,
market. Their advertis- market. Thus we forecast
construction sets, etc.) and only have
ing campaigns will be- a good future for licens-
eyes for video game heroes. The fu-
come more expensive ing in France.”
ture of licensing is inextricably linked
with less impact on Specialized retailers pay a
to emerging technologies.
the audience. Licens- lot of attention to the lat-
“There is a wide range of brands on
ing will thus become a serious oppor- est licensing fads. The crisis in CD and
offer, co-existing in the French market”
tunity for these companies, given that DVD sales has stimulated the use of
explained Sandra Vauthier-Cellier. “The
licensing is a straightforward means of music-related brands by music and lei-
43
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