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When people think about licensing, they often think in terms of sales figures, budget, and the next big seller. However, there is another way to do licensing – as the following examples will reveal. From supporting non-profit organisations to charity events, promoting healthy diet and active lifestyle – licensing in Germany provides for many valuable projects or even initiates charitable projects of their own.
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Looney Tunes – active by nature! WBCP shows kids that being active is cool!
The Looney Tunes Active! initiative builds on the unparalleled dynamic and hilarious nature of the Looney Tunes characters. By engaging in marketing action, sports events and other physical activities WBCP aim to encourage an active lifestyle among children and their families. Since the first event in 2006, Looney Tunes sports parties have been creating much excitement in German schools and cities. This way, being active can be real fun: Bugs Bunny, Duffy Duck and a sports presenter test the audience’s fitness and give practical advice. Funny games and sportive songs promote activity while having fun. At these events the Looney Tunes regularly reach almost half a million visitors.
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Disney commit to charity
Since their company foundation back in 1923, Walt Disney have dedicated themselves to charity and continued to draw upon their magic to make wishes come true for children and their families around the world. Doing so, Disney concentrate on fulfilling wishes, supporting children’s hospitals as well as children’s hospices and Disney VoluntEARS, an initiative for Disney employee volunteerism. Disney VoluntEARS enables their employees to dedicate their time and talents to improve their communities around the world. Philanthropy is a part of Disney’s tradition and dedication to contribute to society. What is more, after their annual Disney Expo Disney Germany donate all products on display to charity organisations in their vicinity – 2010 the product went to the Arche in Düsseldorf.
Nickelodeon Consumer Products protects the world!
For the third time, NCP try to give children an understanding for environment protection with their “Weltbeschützer” (World Protectors) initiative. Different activities and celebrity support (The ‘House of Anubis’ cast in 2010) encourage children to develop ideas on power saving, waste recycling and the control of water pollution. With some luck and a good idea children even win 1,000 Euros and earn the title “World Protectors”.
Another initiative by NCP is “Hilf Dora helfen” (The Big Help). In their third year Nickelodeon and Dora the Explorer, the little Nick Junior heroine, engage kids to make a difference in the world. Preschool children paint a picture of Dora and send it to Nickelodeon in Berlin. For each picture, Nickelodeon donate one Euro to charity projects. This year five nursery schools share the money to renovate their buildings or acquire new equipment.
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Super RTL campaign for various social projects
Also Super RTL value social campaigns and sustainable projects. In cooperation with the Federal Ministry of Health and the Federal Ministry of Food, Agriculture and Consumer Protection, Lazy Town and “5 am Tag e.V.” (5 A Day) promote a healthy diet.
What is more, since 2007 Super RTL work to increase reading education and reading competence as an official “Stiftung Lesen” member. “Stiftung Lesen” is a German non-profit organisation under the patronage of the President of Germany and aim to spark interest and pleasure in reading. Super RTL annually engage in their large-scale reading campaign.
As part of another non-profit project, Super RTL take “WOW! Die Entdeckerzone” (WOW – The Discovery Zone) to schools. Students and Teachers are encouraged to take part in the “WOW! Der Entdeckerpreis” (WOW – The Discovery Award) contest and develop the best chemical experiment at school. Top five classes are invited to enjoy a day of science at the “Europa-Park” leisure park.
During the Holiday Season Super RTL call on children and parents in Germany and Austria to donate well-preserved toys. Packages can be send free-of-charge and are distributed with the help of “Die Tafel” (The Foodbank) to children and families in need throughout Germany. For each package, the association “Super RTL für Kinder e.V.” donate 1 Euro to “Clowns für Kinder im Krankenhaus e.V.” (Clown Care).
And last but by no means least the youngest: This year Super RTL organize their fifth “Bob hilft Kindergärten” campaign. To know which nursery schools are in urgent need of help, Bob the Builder relies on the help of children, parents and nursery school teachers. They apply with documents revealing the current state of premises and the size of the area that needs refurbishment. From all submissions five nursery schools win 5,000 Euros for renovations. |
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The Little Prince acts as ambassador for children’s rights
Also in Germany, “The Little Prince” has been accompanying young and not-so-young people for more than 60 years on their way to adulthood. On all his journeys the Little Prince displays great responsibility for the world around him and the friends he meets. That’s why he has been acting as ambassador for children’s rights and their shared dream of a better world for years. Doing so, he stands for curiosity, honesty, tolerance, love and generosity towards others: “One sees clearly only with the heart. Anything essential is invisible to the eyes.” By licensing the Little Prince brand, Euro Lizenzen and the family of Antoine de Saint-Exupéry (Saint Exupéry-d´Agay Estate) want to pass his message on, amaze children and invite adults on a journey back to their own childhood. True to the spirit of the Little Prince, Euro Lizenzen and licensees donate 10% of royalties to aid projects organised by Children for a better World e.V. So whenever Euro Lizenzen grant a license to produce Little Prince products, they make this world more humane and a better place for children. |
Telepool and the Lesefüchse
Telepool is likewise concerned to have their share in society and charitable action. They support several non-profit organisations including the Red Cross with in-kind donations. For their latest project, Telepool regularly provide the non-profit “Lesefüchse e.V.” association with book donations for the purpose of introducing children to the world of reading. Reading helps boys and girls from difficult family backgrounds to develop social skills and acquire knowledge on different topics. In addition, Telepool supports day care centres and nursery schools with toy donations.
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CPLG – On their way for good cause
It’s hard to imagine a life without Charlie Brown, Snoopy, Peppermint Patty. Since Charles M. Schulz created the loveable characters back in 1950 the Peanuts accompany people everyday with their laconic wisdom. This year the Peanuts celebrate their 60th anniversary. Reason enough for Copyright Promotions Licensing Group Germany (CPLG) to prepare a lavish celebration and come up with something special. Together with the aid organisation Bild hilft e.V. “Ein Herz für Kinder” and Peanuts Worldwide, rights owner of the Peanuts, the licensing professionals developed a special logo. To prelude the anniversary year, CPLG officially presented the aid organisation with a donation cheque for 10,000 Euros at the annual TV Christmas Charity Gala 2009, funded by licensing partners. The 60th birthday’s grand finale will be the donation of another cheque at this year’s Charity Gala in December 2010. Another highlight is a cooperation agreement with Condor, one of Germany’s leading airlines. With Condor the Peanuts have gained a dedicated partner to develop a large-scale licensing programme in cooperation with CPLG: Condor support “Luftfahrt ohne Grenzen e.V. – Wings of Help” child relief projects throughout 2010 with a portion of their ticket sales and onboard shopping proceeds as well as numerous special events, including an auction of custom-painted model airplanes featuring Peanuts characters. The flagships of each Condor fleet - B757, B767, and A320 – feature Peanuts characters to promote the charity campaign. For all other airplanes, Snoopy and Woodstock are incorporated into the official Condor logo. What is more, Peanut characters are displayed prominently on the Condor website and are part of the in-flight entertainment and onboard programme, featured on all cups, napkins and much more. “We are proud to work with a partner as enthusiastic as Condor,” said Joachim Knödler, Managing Director CPLG. “When a traditional company freely incorporates another brand into its own corporate logo, it is not only paying a compliment to the importance and influence of the Peanuts, but also paying tribute to the idea behind each relief operation: Together we are strong!” In addition, the aid organisation “Luftfahrt ohne Grenzen – Wings of Help” arranged a transatlantic “World Children’s Flight” with Snoopy and the legendary Sikorsky S 38 from Minneapolis to Deutschland. With technical support by Condor and accompanied by a camera crew the Sikorsky sets off to an exclusive transatlantic flight that reminds of the first years of aviation. CPLG calls to their licensing partners to donate to charity. What is more, this autumn a more than life-sized Snoopy visited several “Ein Herz für Kinder” facilities including children’s hospitals, children’s hospices and nursery schools. |
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