TOTAL LICENSING
published in different countries. With the 21th album, Red Monster, Marsupi-
lami, in partnership with the WWF, will contribute to the Amazonian forest
protection. In addition, Hachette Jeunesse has launched a Bibliothèque Rose
series, with eight books released between 2007 and 2008.
Over and above the two TV series already broadcast in over 40 countries,
two new seasons of 26 episodes each will be launched in 2009. The new sea-
sons will be co-produced with France 3, Samka, ZDF and Marsu Productions.
Marsupilami will soon appear in theatres through firstly a feature film
followed by an animated full-length cartoon.
In the live action movie, Marsupilami will be
portrayed as a 3D character who will inter-
act with real actors in live environments.
On the product side, Marsupilami has
over 500 products under license with
dozens more under negotiation.
New licenses includes electronic
games with Lexibook, a full range
of outdoor products with Stamp
and Tap Ball, clothes with M.L.P
and United Labels, shoes with CCI
Aventures, kiosk games with Atlas
Editions, socks with Benjamin, household linen with Hacot & Colombier and
back-to-school with School Pack.
In addition, new products are being created by Marsu’s long term licensees
such as Plastoy, Pixi, Cesar – Nounours, Afflelou, Alcara, and others.
Marsu Productions have created three distinctive new brands. In addition to
the well established Marsupilami brand, consumers can now find Marsu Kids,
Marsupilamie and Marsumania. Marsu Kids is for the infant and preschool
market. Marsupilamie has been created for girls only and Marsumania is the
black and yellow brand mainly for teenagers and adults.
According to re-
ports, Smiley is cur-
rently booming in
France. According to
Nicholas Loufrani of
Smiley World, since
the property was re-
designed, interest has
been running high
and Smiley clothing is now carried in over 150 high end shops. This includes
all the Galeries Lafayettes and exclusive stores such as Colette, Brand Bazaar,
Kiliwatch. In addition, Sephora on the Champs Elysees have launched the
Smiley fragrance. Staying with the high end, Smiley have signed a co-brand-
ing deal with French designer Jean Charles de Castelbajac who introduced
a creative range during his catwalk show in February. In addition, Smiley are
now launching two major partnerships with major high street chains - Jen-
nyfer for teenagers with the Smileyworld brand and Etam for young adults
with a Smiley collection of underwear and sleepwear. Smiley mass market
products are still strong with partnerships including the McCain smiling po-
tatoes and the Eurosphere 3D car fresheners.
Finally in our round up of the latest from France, Chorion continue to enjoy
success with Noddy (Oui Oui as he is known in France.
Chorion report that Noddy now has over fifty licenses with companies
including Hasbro, Clementoni, Jemini, Benjamin, Mattel, Nathan Jeux, Canal
Toys and Hachette Jeunesse.
A recent signing is with Meccano. The series airs on France 5 and Tiji and
achieves a 20% market share on France 5. Chorion also report that The Mr
Men Show launches this quarter on French television.
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