TOTAL LICENSING
Launching a global licensing campaign
“Art Licensing is relatively recent in Spain. and interest. This interest can be reignited
Since Bang on the
The entertainment sector has been pop- with the new artwork, fresh look and new
Door took back the
ular since the beginning of the industry, characters. Retailers and licensees can
worldwide rights to
but it was only in the 1990s that manu- benefit from this awareness by introduc-
their design brands
facturers began applying illustrations ing exciting new products, especially for
in January 2007, they
onto products. the junior and tween girl markets which
have concentrated
Once the concept was introduced, through were never fully exploited in Australiasia
on building up the li-
Spanish designs such as Ágata Ruiz de la previously.”
censing program into
Prada and Jordi Labanda, the idea was Mark Paul Global Licensing (NZ)
international markets
Licensee - Pyramid Posters, UK
very well received in the marketplace and (Australia & NZ)
and today, a little
other art concepts began to be successful art and design-based brands which can
over a year later, have
added – including Bang on the Door”.
“We are very pleased with the results we
be seen through the success of brands
ten agents in place
Sofia Noguera – Mendia Licens-
are having with Bang on The Door. Two
such as Diddl, Lillebee, Nici and the likes.
covering European ter-
ing (Spain/Portugal)
months after we signed the representa-
Whereas a few years ago ‘manga hype’
ritories, the USA and
tion, we have three major licensees in
seemed to rule the licensing world, licens-
Canada, Brazil and
Brazil within the stationery category. This
ees today have become more cautious
Korea.
will place product in the market during
and look for properties that are inde-
According to Geraint
our next back-to-school season and other
pendent of television and other media
Lloyd Evans, Commer-
important categories are being negoti-
support, but that offer generic growth
cial director with Bang
ated for this year. Bang on The Door may
from within and live by the variety of
on the Door, there are
have just arrived, but it is going to stay in
their designs. Bang on the Door is such a
more to come. “Over
Brazil, for sure.”
property. It has a proven track record of
the coming year or so,
Glenn Migliaccio – ITC Licensing
success in the UK and promises longevity
we are exploring fur-
(Brazil)
and a longer life cycle for its merchandise
ther territories to really
products with a steady income projection
build up our presence
“In Korea, there is a growing enthusi-
once the brand is built up and established
in overseas markets”,
asm for art/design brands such as local
in the market”.
he explained. “Bang on
brands Chicaloca and Instory and Bang
Anita van Esch – Active Merchan-
the Door is incredibly
on the Door.
dising (Germany)
adaptable. With over
Generally, these brands are licensed to
780 designs to choose
fashion items including apparel, bags,
“The UK market for licensing is extremely
from, we can really
shoes and jewelry, targeted to consumers
competitive at the moment with an in-
work on how best to
Licensee - Comercial Nim, Spain
in their twenties and teens.
creased availability of properties, but no
bring the brand into
“In the Benelux territories the interest in
Bang on the Door has the advantage of
similar growth in licensees wanting to
individual countries”,
brands grows every year. This is true par-
targeting a wide age range – from chil-
use licenses. Licensees and retailers are
continued Geraint.
ticularly amongst older target groups.
dren to adults. A number of popular lo-
increasingly interested in design-based
We’re very excited
Today, the younger age group is also in-
cal fashion companies have contracted
properties as they see these as long term
about the future of
terested in brands. In terms of licensing,
with famous artists – such as Andy War-
prospects that are not sensitive to sched-
Bang on the Door and
that means that you have to build brands
hol and Klause Haapaniemi (a British
uling or release dates but also properties
the group of agents we
very slowly and carefully to let the brand
graphic artist) to use their artworks on
that can be fine-tuned to fulfill particular
now have are hugely
grow and to make it trendy for consum-
fashion items. As a result of this, Bang on
needs and target markets.
enthusiastic”.
ers. Bang on the Door is an ideal property
the Door in Korea has huge potential to
Bang on the Door has a strong position
to target this group of consumers”.
expand its categories”.
in this market as a classic property that
Daphne Kellerman – License
Dick Bruna Korea (Korea)
Here’s what
has a long track record of success but
Connection (Benelux Regions)
also a property that is highly original, flex-
some of the
“Whereas entertainment properties
ible and contemporary.
“Licensing art and design brands in Aus-
aired on German TV stations remain
agents have to
Bang on the Door has recently been work-
tralia and New Zealand has nev-
successful, there is a tendency towards
say…
ing in a focused category-by-category
er been easy given the size of the approach developing new artwork
markets and the limited retail space for existing and new licensees. This
retailers are prepared to devote to custom has worked well with new
non-entertainment licenses. Bang licensees such as Danilo, Pyramid
on the Door has the advantage of Posters, Primary Teaching Services
already achieving licensing success and Redan.”
over many years, ensuring there Ian Downes – Start Licensing
is extensive consumer awareness
Licensee - Hallmark, Australia
(UK & Ireland)
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