TOTAL LICENSING
“We’re going to the business is expected to On the other side of the
next level to connect,” widen over the world, in Australia,
Goldsmith says. next three a growing toy
In Italy, the atmo- years. market is ex-
sphere at April’s Likewise, Ger- pected to swell in
events, particu- many - once conjunction with
larly the RAW and WWE’s most upcoming shows in
SmackDown broad- rewarding international Sydney, Melbourne and
casts, were akin to market - is experienc- Brisbane. Already, toy
football matches ing a resurgence, the sales have spiked a re-
– with one notable result of a new Saturday markable 150 percent
exception. Despite night time slot for the from the previous year,
the explosive nature company’s programming on and WWE occupies the
of the in-ring encounters, WWE fans DSF. Supported by four live nation’s number one action figure
shared a playful camaraderie. events in April, the audience jumped slot. All WWE licensees in the coun-
The mood was similar in the United 25 percent in the six weeks following try have committed to a cross-pro-
Kingdom, where WWE is now the WWE’s on-air debut. motional endeavor in September.
fastest growing toy Spain is also un- The company is exploring a unique
brand – with sales up dergoing a revival, contest that would allow mobile
120 percent from the aided by a child-ac- phone users to text a short code
previous year. cessible time slot number and vie for prizes, including
Boosted by a three- on Cuatro. In Sep- an all-expenses paid trip for a family
month WWE cereal tember, a succes- of four to January’s Royal Rumble pay-
promotion that in- sion of live events per-view spectacular in the US.
cluded coupons for - in Valencia, Madrid Meanwhile, as retail promotions con-
toys and video games, and Barcelona - will tinue in all key international markets
5,000 units of figu- help spark a back – including Japan, India, South Africa,
rines were sold in a to school promo- Mexico and Southeast Asia – WWE is
single week in Asda tion encompassing forging new ground with its plans to
stores – the UK’s toys, home video, franchise the brand in China opening
Wal-Mart operation. collectibles and vid- the possibility of the next Interconti-
At the same time, 283 eo games, among nental titlist coming out of the audi-
Woolworths stores provided dedicat- other items. ence and greeting the crowd in Man-
ed space to WWE products, launch- Next door, in Portugal, the licensing darin or Cantonese.
ing a contest dubbed “Woolworths model has expanded with surprising With a focus on marrying the brand’s
Champions of WrestleMania.” The quickness. A toy line launched in 2006 broad appeal with a local market twist,
most coveted prize: an all-expenses- achieved Top 20 status for a full year, it is an option that WWE won’t rule
paid trip for a family of four to with WWE items occupying the first, out!
WrestleMania 24, WWE’s second and fourth
equivalent of the World Cup, spots. When the
next year in Orlando. During Record newspaper
the campaign, merchandise initiated a six-week
sales spiked 59 percent. promotion in early
For the first time in 14 2007, giving away a
years, WWE returned to collection of stick-
France in 2007, with a ers, the publication’s
second tour scheduled circulation enlarged
in September. Be- by 10,000 each day.
cause of strong tele- The two Portuguese
vision ratings and live events sched-
amplified media uled for June sold
attention – news out months ahead of
crews from four schedule and, in Sep-
national chan- tember, an ambitious
nels in France retail promotion is
covered the April planned to coincide
event in Paris – the with the back to
consumer product school season.
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