TOTAL LICENSING
ings cards, both of which
they continue to produce
today.
In the years after they took
on the representation,
EM.TV & Wavery extended
the program in various cat-
egories, adding a significant
number of licensees includ-
ing Bremtex for apparel,
Saborn for apparel, acces-
sories and hardware, ASO
Europe for personal care,
Fingendi for gift products
and Loeb Publishers for
publishing.
As Cyril Speijer, President
of EM.TV & Wavery ex-
plained, “From the start our
philosophy and marketing
was to qualify Garfield as
an upgraded property for
also achieved success in the promo- interactive world.
the “gift market” and not as a kids’
tions category. Commenting, Cyril Speijer said, “We
property. This means no toys in toy
In Benelux Garfield has enjoyed pro- have developed the Garfield pro-
stores”.
motions with Pizzahut (collect the four gram into an upscale one. Consum-
This strategy led to a solid program
activity books with each visit), and a ers can find many Garfield products
for Garfield that besides merchandise
number of times with Belgian in gift shops and upscale stores. All
Daily Newspaper “Laatste together this has resulted in a stable
Nieuws” where consumers place for Garfield on the market and
could collect the Garfield makes Garfield a character we all can
booklets and bowls. Further rely on… as long as you keep feeding
promotions have been with, him!”
Agfa Gevaert where consum-
ers that bought a roll of film Garfield licensing rights have been
were given a free toy. Two represented by Gamma Agency in
promotions have been held Turkey since 1996.
with FritoLay’s. In the first In fact, Garfield has been a very special
one, consumers could buy character for the Gamma team as the
two bags of salty snacks and cat was Gamma’s first property when
order a birthday calendar. The
second promotion involved a
set of postcards.
Finally a promotion involving
a scratch-and-win card was
held with Nutricia chocolate
milk.
Over and above these, a num-
ber of promotions were de-
veloped around the launch of
the Garfield movies.
Besides Garfield merchandise,
promotions and publishing,
Garfield strips and comics
feature daily in various news-
papers and appear regularly
in magazines. And last, but
not least, Garfield games have
captured a high position in the
98
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