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Another exciting 4Kids property at BLE 2011 will be Max Adventures – a popular kids’ brand aimed at 6-10 year olds that features Max the Lion and is currently making a mark across Europe. A TV show has been snapped up by key European broadcasters and a Max Adventures ice cream range is proving extremely popular and is available through retail, restaurants and leisure parks in most European markets, supported by Max-branded POS materials. This presence is being bolstered by marketing activities including print and TV ads, DVD promotions, online cooperations, and costume character appearances and themed activities at leisure parks and outdoor events. The brand is also promoted through digital channels, with a seeding strategy targeting children’s websites and video streaming pages such as YouTube. Additionally, a dedicated Max Adventures website has launched across Europe and is adapted for each market in which the brand is present, featuring games, activities and a sing-along animation. 4Kids is acting as a brand consultant for the property and is currently exploring a number of potential categories for licensing, including publishing, collectibles, promotions, mobile applications, digital content and accessories, stationery, BTS and amusement park attractions.
4sight licensing solutions, a subsidiary of 4Kids that specialises in brands geared primarily to adults, teens and tweens, will also be presenting a strong range of properties at BLE 2011. These include aspirational fashion property Chicaloca, which is proving to be a big hit across Europe and represents an independent, fun-loving, confident and trendy attitude that embodies the mindset and lifestyle of today’s teen and tween girls. Licensees have been quick to realise the property’s potential and 4sight is building up an impressive European licensing programme. In the UK, Celestial Imports, Peers Hardy and SLG are on board to produce an exclusive range of Chicaloca lines for BHS that include toiletries, gifting items and accessories. In Spain and Italy, BLGS Hometextile is developing beach products including 42 different designs of beach towel and 10 designs of flip-flops that are set to launch in 2012. September will also see the launch of a new multi-platform Chicaloca game, which can be played via iPhone, Android, Facebook and online gaming portals. Players enter a virtual world where fashion rules – they can choose a virtual fashion model, buy Chicaloca clothes and accessories using virtual money, dress their model and take part in fashion shows where they compete for unique prizes against other users.
Two other properties in the 4sight line-up are the Kennel Club and Crufts, two separate brands that are closely linked. The Kennel Club is specifically dedicated to the health and welfare of dogs, with a broad remit to protect and promote their general wellbeing. At its heart are programmes and investments in education and health initiatives to ensure that dogs are healthy, happy and long-lived. The Kennel Club also organises and hosts Crufts, the world’s most famous dog show, which is attended by dog lovers from the across the globe who come together to experience the competitions and events that celebrate the diverse role dogs play in society. The response from the licensing sector has been very positive and 4sight has developed a dedicated licensing programme, with more than 12 licensees now on board. Categories represented include dog bedding and accessories, branded pet tags, publishing, greetings, collectibles, digital content prints and canvasses. Pachanga is also part of the 4sight portfolio - a distinctive and beautiful set of artwork, illustrations, drawings and designs by Ecuadorian artist Belen Ména, which has been created from the natural designs and colour patterns found on the wings and bodies of over 300 different species of South American moths. The artist spent five years in the forests of Ecuador observing, photographing, drawing and cataloguing the moths, which served as the inspiration for the collection. A growing licensing programme includes A3 Media for digital content, Atlas Wall Coverings for wall murals and Art.com for fine art canvas prints and posters. Other key sectors being targeted include home textiles, home décor, tableware, stationery and publishing. ”We are looking forward to what promises to be a very positive BLE 2011 and are hoping to build on the success of all our brands by presenting them to potential partners from across the licensing spectrum. There should also be a few new third party acquisitions revealed at the show” said Sandra Vauthier-Cellier, Managing Director, 4Kids Entertainment International and 4sight licensing solutions. |