TOTAL LICENSING
Ducati models of the 1960s and 1970s products include Artsana, owner of
built at the Borgo Panigale. Key styling the Chicco brand and Peg Perego.
details have been taken from Ducati Children can experience the passion
fuel tanks, chrome spoke wheels and and emotion of Ducati from as young
the iconic Scrambler eagle logo. All as two years old. Chicco-Ducati 999 is
models (fountain-pens, ballpoints, roll- a radio control unit with user-friendly
er-balls and pencils) are sold in vintage directional buttons, each correspond-
style packaging, which reinforces the ing to a drive direction. By playing
history of Ducati. The pen is smooth with the Chicco-Ducati 999, children
and well balanced yet with a weight can stimulate and develop their motor
that signifies quality. Available in red, skills. The Chicco-Ducati 999 is avail-
yellow, orange, black or silver with able in red and yellow.
brushed and polished aluminum detail- More active children can try the Mon-
ing, Ducati pens are designed to be as ster by Peg Perego, a faithful scale
attractive as they are efficient. Every model of one of Ducati’s stellar brands
pen is lacquered and marked by a col- - Ducati Monster. Every care has been
ored band that runs along the centre taken with the detail of the bike – to
line - reminiscent of the much-loved the point where some have found it
Ducati Spaggiari motorcycle. difficult to believe that it is only a toy!
All of Ducati’s licensed products con- The Monster is powered by a 12-Volt
developed by Vir2L Studios is the pre-
tain the DNA of a company founded battery and reaches a maximum speed
mium motorcycle racing game in its
back in in 1926. In In that that year, the the Ducati Ducati of 7.5 km/h. It features an accelerator
category on wireless devices. “After
brothers built a small electrical appli- handle, a pedal brake and a working
years of evolutionary development,
front light together with a rumbling
we have a product that translates all
motor and horn sounds. It is also
of the excitement of the Ducati racing
equipped with stabilizers that can be
experience in the palm of your hand,”
removed when the child has become
days Douglass Fredericks, President of
familiar with the motorcycle and has
Vir2L Studios.
acquired a sense of balance. Finally it
In the realm of model toys and repli-
is an all-terrain vehicle and is capable
cas, over 13 million replicas have been
of climbing a 10% slope. All of these in-
sold around the world since 2002,
gredients combine to create the ideal
produced by leaders in the die-cast
vehicle for the first real Ducati ride
toy and collections industries. Among
for children of over three years.
them are Corgi, Heller, Italeri, Maisto,
Videogames have been very success-
Majorette, Mattel, New-Ray, Paul’s
ful for Ducati. Lara Croft, the female emale
Model Art – Minichamps, Sonic and
heroine of legendary series Tomb omb
Tamiya.
Raider, drives a Ducati in the seventh
On an interesting final note, it is in-
game entitled “Tomb Raider: Legend”.
teresting and refreshing to see that
Lara Croft chose Ducati’s air-cooled,
within a company that produces such
ance business in a suburb of Bologna,
two-valved Monster S2R engine be-
male-oriented products, the licensing
Italy. Their breakthrough came in 1946.
cause she relies on the performance
activity for Ducati is mainly managed
The Cucciolo or “Puppy” was no more
of the bike to get her out of some
by women, namely Stefania Clapci, Li-
than a 48cc four-stroke engine bolted
tricky situations. Her other bike is
censing Director, Carmela Piretti and
to a bicycle frame. But Italians loved
999, part of the Superbike family and
Claudia Guenzani.
it and more than a quarter of a mil-
now replaced by the 1098 - the most
To end, it must be obviously for any-
lion Puppies were sold over the next
powerful and advanced twin-cylinder
body reading this that the potential for
decade. Ducati celebrates this success
motorcycle ever to come out of the
unusual, stylishly designed products,
by creating children’s toys and stuffed
Borgo Panigale factory.
based on Italian brands is significant.
animals that take inspiration from the
It symbolises Ducati’s long and suc-
Whilst American auto brands such
original advertising for the Cucciolo.
cessful history and its domination of
as General Motors, Ford and Daim-
The Cucciolo line was created in col-
the World Superbike Championship.
lerChrysler still account for 80% of
laboration with Accademia, Ducati’s
Other significant videogames are the
the $1.5 billion or so market, there is
stationery and back-to-school prod-
Tourist Trophy from Sony Computer
no doubt that, given the passion that
ucts licensee.
Entertainment and Test Drive Unlim-
surrounds many of the Italian brands,
Cucciolo is by no means the only
ited from Atari Inc.
the potential for growth within this
product Ducati has created for chil-
For mobile handset and handheld
sector, on a truly global basis, is enor-
dren. Other licensees of children’s
console video games, Ducati Extreme,
mous.
85
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