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TOTAL LICENSING
sure related retailers. The store layout
News from the market
ferent retailers.”
has also radically changed. Five or so
The leading licensor, without doubt in
All told, Disney have around 180 li-
years ago nothing really existed. Today
France, is Disney. Philippe Lavoué is
censees now through their seven key
retailers actively promote in-store to
Vice President Retail Sales and Mar-
categories and are collaborating more
promote and retain customer loyalty.
keting, France and Benelux, for Dis-
and more with Disneyland Paris. “The
Today consumers think in terms of
ney Consumer Products and sees the
Park’s anniversary was a major event
impulse buying which, in turn is a re-
business as enjoying rapid growth.
for us”, contined Lavoué. “For exam-
sponse to a targeted event.
“We’re very confident about the fu-
ple, the new Cars ride launched last
The degree of detail and sophistica-
ture here”, he explained. “All of our
year and since then more than three
tion play a critical part, and this ex-
brands are hugely popular in France
million people have been on it – more
plains why Disney works jointly with
and we’re excited about new brands
in fact than saw the movie!”.
retailers on product selection and
coming through now”.
Moving forwards Disney are optimis-
merchandising. Coordination with re-
The Disney business model is sepa-
tic about the prospects for Narnia
tailers is essential, and DCP has dedi-
rated into consumer segments: pre-
and Wall E.
The fifth edition of
cated teams working with both Car-
school, boys, girls etc. On the pre-
Interestingly, unlike Greece where
the French Kazachok
refour and Tesco.
school side, Mickey Mouse Clubhouse
Hercules was a major failure, Rata-
Licensing Forum
Direct-to-retail is a part of the licens-
is shown twice a week on TF1 and the
touille, set in Paris was enormously
will take place on
ing landscape. This model should con-
properties continue to perform well.
successful, attracting an audience of
May 20
th
at the Pré
tinue to grow in value in the same way
For boys, Cars is still the leading prop-
nearly eight million.
Catelan, Paris.
as traditional licensing is still growing.
erty. According to Lavoué, “France was
Lavoué is very upbeat about the com-
More than 40
At the same time, E -commerce is ex-
later than other territories in achiev-
ing year. “Our levels of expectation
exhibitors (licensors,
panding and offering new opportuni-
ing high sales but business on Cars
are high”, he explained. “We under-
and agents) and more
ties. While edutainment is not new, it
now is fantastic. Small boys love cars
stand French consumers and gear our
than 500 attendees
remains strong and continues to grow,
and the Cars brand is tremendously
licensing to creating innovative and
(manufacturers,
especially with regards to healthy eat-
popular”. In fact, Carrefour and Toys
high-end products that will appeal”.
license buyers,
ing through licenses such as “Cook-
R Us now have permanent areas dedi-
Nickelodeon have their own dedi-
decision makers,
ing? Child’s Play!”.
cated to the property and a World of
cated office in Paris, headed by Lau-
retailers) are
Among the new preschool heroes,
Cars tour is underway around France
rent Taieb, Vice President. According
expected.
Handy Manny, Casper, Roary, Mr Men,
this year.
to Laurent, Nickelodeon proper-
The aim is to create
or Peppa Pig are making a difference.
On the girl’s side, Disney are ex-
ties are enjoying enormous success.
synergy between all
In the boy’s sector, dinosaurs and drag-
tending ranges across all categories.
“Dora is very active in France and is
these players, and to
ons are enjoying huge success, with li-
“We’re very excited about the Fair-
the number one property in a number
identify and discuss
censes such as Dinosaur King, Chaotic
ies DVD launch in November and the
of different product categories. Diego
new market trends.
or Blue Dragon. Action licenses are in
Sleeping Beauty DVD set to debut this
is also growing in popularity and kids
The forum includes
good shape too, e.g. Ben 10, Monster
Christmas”, explained Lavoué. “We’re
still love SpongeBob”.
conferences, pitches,
Buster Club, or Wakfu. Horses are
working closely with our DVD divi-
Laurent believes that Nickelodeon’s
and an exhibit hall
getting girl’s attention, with Bella Sara,
sion to develop cross-merchandising
properties suit today’s lifestyle. “Par-
where licensors will
Alexandra Ledermann, or Horseland.
opportunities. Cross-merchandising is
ents know that they can let their kids
introduce their future
Music is still very trendy with High
a fundamental trend in France and all
watch our content without fear”, he
flagship licenses.
School Musical, Hannah Montana and
of the major retailers are looking for
explained.
For more information,
Chante. For adults, shows such as
new opportunities”.
Dora launched in France in 2004.
visit:
D&Co, Oui Chef, or Allô Sophie are
Lavoué sees the consolidation of retail
“Dora has been perfect for preschool
www.kazachok.com
all popular.
within France as creating an oppor-
children in France”, continued Lau-
tunity for Disney. “Carrefour have a
rent. “Not only does it have activity
team of ten people dedicated to Dis-
but it is educational as well”.
ney business”, he explained. “With
Preschool continues to be a key cat-
50% of the market now based
egory in France and Laurent sees this
on hypermarkets and
trend growing. “We have a high birth
superstores, retailers
rate in France now and have new con-
like Carrefour, Auchan
sumers really every year,” he said.
and LeClerc
Go Diego Go is also growing in popu-
are looking
larity. More than 300,000 children
for points of
watch the series regularly on TF1
differentiation.
and the property has 37 licenses in
That’s why we
France, compared with between 80
customise our
and 90 for Dora.
programs spe-
SpongeBob, which Laurent now sees
cifically for dif-
as an evergreen property in France,
44
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