TOTAL LICENSING
pound at box office putting Happy a washed up old surfer named Geek wear, headwear, footwear, watches
Feet into the number one UK slot for (Jeff Bridges), Cody begins to under- etc), back-to-school, domestics (in-
three weeks over the Christmas pe- stand that a true winner is the one cluding bedding, bath and beach tow-
riod. Following on with the success at who’s having the most fun.
the Oscars for March of the Penguins “Surf’s Up takes a unique approach to
in 2006, Happy Feet won an Oscar this the world of penguin surfing and we’re
year for Best Animated Feature. looking to really make a splash at re-
Happy Feet has given us great visual tail,” stated Juli Boylan, Senior Vice
material and an amazing soundtrack. President, Sony Pictures Consumer
Working with this unique animation Products. “Our licensing program for
we were able to translate this into Surf’s Up includes traditional licensed
great consumer products for children goods, while also staying true to the
of all ages. The Dancing Mumble was a surfing culture of the film by expand-
particular hit, selling out of stores eve- ing into beach blankets, swimwear and
rywhere, fast and according to NPD even body boards.”
data it was in the top 10 best selling The film will be directed by Ash Bran-
toys for December in the UK. Tesco non (Toy Story 2) and Chris Buck (Tar-
alone sold 24,000 Dancing Mumbles. zan) and produced by Chris Jenkins.
The trend for Penguins has been a Surf’s Up has caught a wave of enthusi-
very popular one due to their appeal asm from licensees and retailers alike. els and accessories, blankets, throws
to both boys and girls of all ages. Pen- The Licensing Company is reporting etc). Deals have also been made for
guins have great seasonal appeal and an extraordinarily positive response food and beverage (fruit snacks and
you can’t help but fall in love and iden- to early presentations, including those cake decorations), gift and novelty,
tify with them.” that took place at Brand Licensing interactive, publishing, stationery and
Following in the footsteps London. party goods, sporting goods (body
of Warner Bros. Happy In the UK, deals have been signed boards, wetsuits etc) and toys.
Feet, comes Surf’s Up, across a number of key cat- Aside from these movie releases, are
the anticipated ani- egories, including promotions an array of animated Penguin charac-
mated comedy with fast food and cereal; ters from around the globe. Paz from
other deals will Ireland, Pingu from Switzerland and
Pororo from Korea are examples.
Granada Ventures has welcomed to its
portfolio of properties, an adventur-
ous little penguin by the name of Paz.
from Sony Pictures be announced soon. In re- This animated character is based upon
due for release this gards to product, TLC are the much loved ‘Little Penguin’ books
summer. working with HarperCollins by Irish writer Mary Murphy. There
Surf’s Up goes be- on publishing, Ubisoft with are currently more than 10 titles
hind the scenes of the video game, Hy-Pro in the range with over half a million
the high-octane for outdoor toys, Posh books sold worldwide in 14 different
world of competi- Paws on plush, Alpa for languages.
tive surfing. The film profiles teenage stationery, and bags, Aykroyd/TDP for Paz’s adventures have been brought
Rockhopper penguin Cody Maver- children’s pyjamas, dressing gowns, un- to life in a series of 80 x 5 minute
ick (Shia LaBeouf), an up-and-coming derwear, and swimwear, and Pyramid animated episodes, a co-production
surfer, as he enters his first pro com- Posters for posters, postcards, stick- between Egmont Imagination and the
petition. Followed by a camera crew ers, badges, and key chains.
to document his experiences, Cody Rhiannan Sullivan, Licensing Manager
leaves his family and home in Shiver- at The Licensing Company, said, “We
pool, Antarctica to travel to Pen Gu are extremely pleased with the recep-
Island for the Big Z Memorial Surf Off. tion Surf’s Up has received so far. We
Along the way, Cody meets surf nut have had excellent feedback. Licensees
Chicken Joe (Jon Heder), surf promot- and retailers alike are recognising that
er Reggie Belafonte (James Woods), Surf’s Up is one of the most exciting
surf scout Mikey Abromowitz (Mario properties of 2007.”
Cantone), and lifeguard Lani Aliikai Surf’s Up is released in the UK on 10
(Zooey Deschanel), who all recognize August 2007, and in the US on 8 June
his passion for surfing. When he un- 2007. The US licensee agreements in-
expectedly comes face-to-face with clude apparel and accessories (sleep-
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