TOTAL LICENSING
of fifteen Cuddlesome interaction with the Left: Shop image concept
stores are planned to be consumer as well as for Plaza Style Corp’s
opened by 2009. reducing the depen-
Cuddlesome Store opening
Benelic, a vertically-inte- dency on a single me-
this Spring
grated manufacturer, whole- dia vehicle to drive the
saler and retailer of charac- overall programme.
ter products also opened A prime example is
Japan’s first official Gaspard Benelic’s official char-
et Lisa shop at Lalaport Yo- acter shops with their
kohama in March. Drawing value-added features
on its operational experi-
related museums nationwide. The mu-
such as café areas and
ence from other retail outlets such as
seums generally fall into two catego-
craft workshops. The official shops
the Moomin Café/Bakery and its Stu-
ries. First there are general museums
become “destinations” in themselves
dio Ghibli character stores, Benelic has
displaying a number of authors such as
much in the same way Disneyland is a
developed retailing strategies integrat-
the Ehon Museum Kiyosato. The sec-
destination – be it on a much smaller
ing customer service into its product
ond group are museums dedicated to
scale. Also, grass roots feedback on
sales. These include craft workshops
a specific artist such as the Brian Wild-
products and the property in general
and cafes that create a bond with the
smith Museum of Art and the Chihiro
can be ascertained through consumer
store visitor and encourage repeat vis-
Iwasaki Art Museum.
participation.
its. Department stores are also a key Similarly, the original art exhibitions,
contributor to the presence of picture
WHY LICENSE?
besides giving consumers the chance
book properties at retail. Hankyu,
A well-managed, quality licensing pro-
to connect with the art, are an ideal
Osaka’s largest store, has for a num-
gramme, besides providing the author/
occasion to assess a large volume of
ber of years used picture books for its
copyright owner with new revenue
sales data obtained in a short, concen-
Christmas store promotion. Begin-
streams, should significantly increase
trated sales period from the exhibition
ning with Brambly Hedge in the late
picture book sales and provide a
shop. Both these examples provide the
1980’s, Hankyu have used Gaspard et
means to communicate with and en-
licensor, licensing agent and licensee
Lisa for the past three years for show
hance the fan base. Fears of “over-
with a goldmine of data to assist in
window displays, in-store POP, shop-
commercialization” will be avoided if
future product development.
ping bags, and collaborative products
the goals of the licensing programme
The chart on this page shows how
with famous-name brands. The 2006
are clearly defined at the outset and
the various parts of the licensing pro-
promotion featured an original art
the licensing development is properly
gramme come together, with each ac-
exhibition together with a dedicated
managed. A holistic licensing approach
tivity interlinked to the other as media
licensed product sales shop. Tokyo-
is taken that looks at the whole prop-
vehicles.
based Matsuya Department Store also
erty by defining its core brand values
An integrated holistic approach to
held an original art exhibition in March
and identifying product and service
licensing will ensure classic picture
which, at the time of writing, was ex-
categories that are a natural fit. Prod-
books remain classics, and help new
pected to attract about 100,000 visi-
uct categories that generally work well
and emerging authors to increase
tors during the twelve-day event.
with picture books include plush, sta-
their visibility in the Japanese publish-
Limited period sales events provide
tionery and chinaware – these would
ing and retail markets.
an excellent opportunity to bring a
form the nucleus of the merchandising
picture book property to retail espe-
programme, with other types of prod-
cially where there may not be a large
ucts such as clothing and home fabrics
enough range of products to support
coming later.
a permanent retail presence. The sales
Licensing that is driven by traditional
area may be smaller and can thus sup-
media vehicles such as publishing, TV
port a lesser number of SKUs. Panel
and video exposure generally does
displays about the picture book prop-
not provide a real bonding experi-
erty and its author enhance the event.
ence with the end-consumer because
The sales events take place at subur-
of the one-directional nature of the
ban department stores such as Parco
media and the lack of opportunity for
and Isetan and reach a different type
interaction. A better approach in the
of consumer who, unlike the book
execution of a picture book licensing
fans, would not normally travel to an
programme is to supplement the tradi-
original art exhibition at one of the
tional media vehicles by treating other
major department stores in the city
elements of the licensing programme
centre.
– retail, art exhibitions, sales events,
Japan’s love affair with picture books
etc. – as media vehicles in themselves.
is augmented by the large number of
Doing so increases the opportunity of
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