TOTAL LICENSING
they launched their licensing business appearances
in Turkey. A dedicated Gamma team at bookstore
has been supporting the licensing chains. More than
program with special Garfield cor- 15,000 Garfield
ners, pop-ups, stand-ups and costume books have been
shows. Live Garfield costume shows at sold over the
retail outlets, fairs and even on special last six months.
children’s programs on television have As an indication
supported the growth of the Garfield of the character’s
licensing business in Turkey. success, one of
Garfield is loved by children and teen- the best-known
agers up to sixteen years of age in the Turkish PR maga-
Turkish market and there are current- zines called Me-
ly fifteen active Turkish licensees cov- dia Cat chose
ering back-to-school, clothing, home Garfield as their
furnishings and accessories. magazine cover
Orchestra for guests. ITC also held
A recent product launch has been a for the whole of 2008. In terms of
a retrospective Garfield exhibition at
new underwear and sleepwear license broadcast, Garfield animated episodes
Escola Panamericana de Arte showing
with products aimed at children and are on air and DVD and VCD distri-
the twenty years of Jim Davis’ talent.
teenagers. bution has been highly successful right
The media coverage generated 210
The Garfield publishing program has across Turkey.
press mentions with 2,617,000 inser-
been very successful in Turkey with
tions and more than 24 minutes of
the support of Garfield live costume Further afield, in Brazil Garfield has
television coverage on nine different
been represented by
TV channels in sixteen shows, includ-
ITC since 1985.
ing interviews with Jim Davis.
Over the years, ITC
At the time ITC had 47 licensees in
has held different
Brazil in different categories and won
marketing activities
an award from Paws as Best Interna-
for Garfield but two,
tional Agent.
in particular, have
had major impact.
One was to com-
memorate the tenth
anniversary. Held in
Rio de Janeiro, the
event attracted 250
guests with pres-
entations, a press
conference, fashion
shows and awards
together with a trip
on board a large
yacht at Guanabara
Bay, complete with
an orchestra, tel-
evision coverage and
Since then ITC has continued to work
the presence of Jim
with Garfield in Brazil in a number of
Davis and his team.
different categories including promo-
The second major
tions such as one for real estate. Last
event was for the
year, ITC was again named Best Inter-
20th anniversary,
national Agent by Paws.
held in Sao Paulo.
Commenting, Peter Carrero, Presi-
Again attended
dent of ITC said, “We are honored
by Jim Davis, the
and delighted to work with such great
event attracted 280
property and a team of excellent pro-
people. Garfield
fessionals led by Jill and Jim Davis!
conducted the São
Thank you, Paws team for so many
Paulo Camerata
years of trust!
100
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