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NEWS
TOTAL LICENSING
4KIDS INTERNATIONAL DEBUT THE PIG PROGRAM
Following on from the success of the The Dog and The Cat photography collections of Artlist Interna-
tional, 4Kids Entertainment International has announced its representation of Artlist Collection: The Pig,
the newest addition to the popular animal photography franchise.
Like the puppy and kitten ranges that came before them, The Pig series shows its subjects photographed
using a fish-eye lens in a way that enhances their heads and bodies to create highly y e�pressi�ee close-rangeclose-range
images.. And, asas before, thethe designs designs will will be be minimalist minimalist with with white white backgrounds, so so that that The The PigPig isis alwaysys
the centre of attention.
Studio A&A, founded ounded in in �anuary y ����� ����� by y content content de�elopmentelopment specialistspecialist Arrtlisttlist International toto createeate
unique images ofof animals,, willwill againagain bebe pro�iding �iding photographers, model model coordinators dinators and and stylists. AA
number of different breeds of pigs ha�e already been photographed, and creation of a full and compre-
hensi�e style guide of photography and materials is already underway.
The Dog brand has been hugely successful across Europe, particularly in the UK and France. There are
now o�er 5� licensees on board across EMEA including Gosh as master toy licensee in the UK. Mc-
Donald’s has run three Happy Meal promotions with The Dog in the UK and The Continuity Company
has also run a number of successful retail loyalty programs across Europe and the Middle East. Ubisoft
launched the first �ideo game – The Dog Island – across Europe on Nintendo Wii and PS� in April, backing
it with a strong marketing campaign.
The Cat portfolio is also rapidly e�panding. De Agostini ha�e taken a licence for 3D figurines for Italy
and Eaglemoss ha�e signed a deal for a partworks collection for a number of territories including the UK,
Italy, France, Belgium and Switzerland. Parents and children will be able to create their �ery own The Cat
celebration cake when Greeencore Cakes launch The Cat designs in the UK later this year.
RANDOM HOUSE GROW LICENSING ACTIVITY
Mary Vacher, Licensing Director at publisher Ran-
dom House in the UK, reports that this year has
already been packed with highlights and that there
are more to come. “On the pre-school front,
we’re �ery pleased with the soft launch of Ha-
na’s Helpline books,” she said. “They’�e been
well receiecei�ed at retail so we’re looking forward
to their much bigger launch with toys in the
Autumn.” Another Autumn title Mary predicts
will be ‘phenomenal’ is a glossy, color book
that will be the only official tie-in book for
the hit series Ugly Betty. In addition to li-
censed titles, Random House publishes
literary giants like �acqueline Wilson and
Terry Pratchett, who celebrates the �5
th

anni�ersary of Discworld and releases a
children’s Discworld title, Nation this year. �acqueline Wilson (whose title My Sister �odie has
been in the top fifi��e in the book charts since its publication in March) has a limited quantity of her ne�t book,
called Cookie, being published in a tin this Autumn. The publisher’s own Princess Poppy, which has chalked up sales of
85�,��� books in two years, is now the subject of a full blown licensing campaign managed by Copyrights with the first
licensed stationery products coming from Robert Frederick.
Mary re�eals Random House is pitching on two new properties, one for pre-school and one for the whole family.
“It’s the first time for a couple of years now that we’re seeing really “hot” properties to pitch for,” she said. “It’s �ery
e�citing for us and particularly nice to be pitching for one with family appeal, which allows us to work up and down
the age scale.”
Finally, an important initiati�e is that ele�en leading children’s publishers will begin to issue age guidance (from 5+ to
‘teen’) on the back of their children’s books, including licensed titles from the Autumn. Mary says, “We’re all trying
to create an industry standard. It’s been three years in research and it’s going to ha�e a huge impact on consumer
confidence.”
www.nickelodeon.tv
www.totallicensing.com
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