BRANDORA-Übersicht über den deutschen Lizenzmarkt

Brandora Redaktion - Christel Feyen - August 2015

After having had the opportunity to observe the licensing market – both national and international – for more than a year, I realize that movements and activities on the market are getting more exciting every day. There is a lot going on. Most fascinating and informative are the various trade fairs and congresses staged all over Europe.

During the licensing season 2015/16 the German market is once more looking forward to some great anniversaries. Find out more below.

brand-licensing.com and lizenzbranche.de provide you with daily updates about latest trends and developments on the German and international licensing market. If there is any further information you need, feel free to email lizenzbranche@lizenzbranche.de.

2015 is the year of the little loveable Gaul friend: Dogmatix, the loyal companion of Asterix and Obelix, celebrates his 50th birthday this year.

On this occasion, a special edition of the fifth comic album “Le Tour de Gaule”, will be relaunched as a special edition in the German-speaking markets, to tribute Dogmatix, in which he has made his first appearance back in 1965. The loyal companion has been accompanying the Gaul heroes through more than 30 comic adventures, 9 animated feature films and 4 live-action movies, which makes him one of the most famous quadrupeds on Earth. Just in time for this special event, the little Gaulish dog has got his own style-guide which helps licensees to create more dedicated products.

In addition to Dogmatix’ anniversary, another highlight will take place for the Asterix fans this year. In September 2015 Deutsche Post honours Asterix with a series of special edition stamps of 70 million print-run. The launch of the stamps will be supported with a marketing campaign in more than 9,000 Deutsche Post & DHL shops. Additionally, Deutsche Post will be showcasing several Asterix licensed products in their own shops this Autumn.

2015 is a very special year for Asterix. The global release of the new 36th comic book “Le Papyrus de Caesar” on 22nd October 2015 will be the crown to this year’s activities. The launch of the new comic book by Ehapa will be accompanied with a huge marketing activity. The 36th comic album will be presented on special displays with posters and point-of-sale material at the airports, train stations, book shops and other leading retail stores. The book release will also be advertised in several trade magazines. The core part of the campaign is the cross-media coverage as well as extensive press releases and communications with the consumers.

With nearly 50 very active licensees, Germany is the strongest European country for the Peanuts brand. Through the exciting array of events lined up for the 65th anniversary, the gang, centered around Snoopy and his sidekick Woodstock is set to rock the nation with a birthday party the market will not forget.

The event will be marked by the first ever movie release on December 24, 2015. Produced by state of the art Blue Sky Studios in breath-taking 3D CGI and supported by a multimillion dollar campaign of 20th Century Fox, Peanuts will be talk of the town! Already numerous high profile promotional partners are confirmed and will support the movie release with various events, marketing activities, TV commercials and advertisements.

Snoopy, Charlie Brown & Co. have partnered already with an airline, QSR, beverages, salty snacks, popcorn, chocolates, biscuits, beauty, detergents and dog food, to mention just a few confirmed highlights.

Retail footprint of the Peanuts Movie will also include dedicated fashion collections, magazines, a comprehensive publishing line and beautiful calendars, audio story telling CDs, PEZ candy dispensers, collectable figurines, gifts, toys, and games. The program is supported by a broad, inspiring movie style guide.

Bugs Bunny celebrates his 75^th anniversary!

Raise the curtain and clear the stage for one of the most famous and most popular animated characters of all times. For Bugs Bunny 2015 is a very special year: The coolest bunny of TV history celebrates his 75^th anniversary!

The Looney Tunes and Bugs Bunny above all are global icons – and an integral part of family entertainment. Being ageless classics they stand for values like friendship, humour, and entertainment. Bugs Bunny, probably the most famous rabbit in TV history, is never lost for ideas. For decades he has successfully been conquering the hearts of viewers worldwide. No one is so clever that Bugs Bunny is not able to take the mickey out of him. In the duel with ever-chasing Elmer Fudd Bugs Bunny stays cunningly more than one rabbit’s foot ahead – and is always as bold as brass.

Being lead character of the show of the same name, the Bugs Bunny Show, he has been star of more than 175 short films. On TV, on the internet, on DVD or BluRay he makes millions of people laugh every day – irrespective of age, gender and generation. Today, the smart rabbit is the hero of several videogames and whole theme parks. Since March 2015 Bugs Bunny airs regularly on Super RTL.

For years, licensed products to the Looney Tunes and Bugs Bunny have been among the most successful items on the market for licensed goods. Many high-profile companies rely on the unparalleled charm of Bugs & co. and thus launch successful products from different categories and for various target groups onto the market. And after 75 years Bugs Bunny has lost nothing of his irresistible attraction. Let’s look forward to the next 75 years of: “What’s Up Doc?”

The Rocky Horror Picture Show

Since beginning of 2015, TLC, one of the leading brand extension companies, has been appointed as the new licensing agent for Twentieth Century Fox Consumer Products. Next to TV and film brands including The Simpsons, Family Guy, Sons of Anarchy, Ice Age, Rio, and Avatar, also all-time classics such as The Rocky Horror Picture Show are part of the very rich portfolio of Fox Consumer Products, and therefore in the focus of TLC’s brand building activities.

It was in 1975 that Twentieth Century Fox studios released The Rocky Horror Picture Show, which became part of cinematic history and is considered as the number one midnight cult classic of all time. The British-American musical comedy, blending sci-fi and horror, is the quintessence of rock‘n’roll with sexy, fun and over the top glamour. It boasts of a star-studded cast, with Oscar™-winner Susan Sarandon, Barry Bostwick and Tim Curry. The Rocky Horror Picture Show has catapulted itself from its release to iconic status. This movie has been featured in many films and television series. From “Glee” to “That 70s Show”, it remains a cultural phenomenon and is the world’s most successful musical/movie.

This movie has built on its fame and ventured into new territories through licensed products such as the amazing collaboration with MAC cosmetics to “kick-off” its 40th anniversary. Its immensely popular soundtrack continues to chart on iTunes with sales witnessing an increase during Halloween. The movie has 1.2 M facebook fans and an official fan club. It plays currently in 89 theatres across the U.S. as well as around the globe. Furthermore, the musical will return to the Royal Albert Hall in fall 2015 to celebrate its 40th anniversary.

TLC has proven its ability to extend brands across a range of sectors from fashion and lifestyle to toys and food & beverage and is always looking for innovative concepts and partners to place products in the correct categories and support them at retail, resulting in maximum success for their clients.

50 years of Star Trek: what an event

Just in time for 50 years of Star Trek the next Star Trek adventure will enter the silver screen in July 2016. “Star Trek 3” is being directed by Roberto Orci. The former Star Trek-director J. J. Abrams, who also directed “Star Wars VII” is acting as producer and helping with post-production.

50 world-famous artists present dedicated artwork in a touring exhibition.
Major cities around the world feature Star Trek live concerts to orchestrated film scenes.
A Star Trek exhibition will shed light on the influence this sci-fi series had on culture and technology.
In January 2017 a Star Trek yacht will cruise the Seven Seas.
In August 2016 a great show will take to the stage in Las Vegas.

All this is in line with the cult status of the sci-fi classic that has been enjoying continuous media presence since 1966 with 726 episodes and a gigantic international following, the so-called “Trekkies”.

Now is the right time to jump upon the star ship with CPLG. Prepare yourself for a great future with Kirk, Spock and co.

I hope you enjoyed this short but comprehensive overview of the anniversary season 2015/16. For more information, please visit www.lizenzbranche.de or www.brand-licensing.com.

Christel Feyen

Tips and Events

Germany’s largest exhibition of brands and licenses, the Licensing Market, takes place at the glamorous hotel “Bayerischer Hof” in Munich on 4 November 2015. With over a thousand visitors each year this well-established, successful fair is the perfect marketplace for licensors and licensing agencies, manufacturers and retail partners, advertisers and promoters. If there is any further information you need about this event, please do not hesitate for contact LIMA Germany.