The Power of Kids LicensingJason Rice, Licensing Director

Russia Market Overview?•

Transitional period for Russia market

•

Russia is now becoming a serious contender in the global market of licensing and merchandising:

Increasing purchase power

Changes in consumer behaviour

Accelerated development of TV and other mass media

•

Retail turnover has exceeded $400billion per year over the past five years

•

In 2009 the Russian children’s market increased by 16% up to $10billion with growth of 13 to 16% predicted over the next five years

Comcon

2009

CN Microsoite on Tvidi.ru, largest Russian Kids Web Portal

Dedicated CN website launching late Autumn 2010

Branded Prime Time CN Blocks on TV3 and Ren TV

Cartoon Network Russialaunched October 2009

A Franchise Management Approach

•

Co-ordinated roll-out across markets –

TV, Syndication, L&M

•

Shared content, assets and timings

•

FM process ensure we create and source best brands through pooling resources across EMEA

•

Reduces costs and maximises commercial upside

A Quick Case Study….

Show Essentials•

Created by Craig McCracken

•

3 Emmy

nominations -

1999, 2001 & 2004

•

78 half-hour episodes

•

Primary Show audience = 4-

12 yr old girls

Presenter

Presentation Notes

I used this case as it illustrates how, with the right partners, a specific strategy can be executed with excellence. We collaborated with Key Partners who we felt could support our overall licensing strategy for the Powerpuff Girls: ..to move Powerpuff girls away from a mass market young girls property (show) …into a design lead fashion brand For 18 – 30 year old young women Aspirational Cool, funky, irreverant Trend driven

Brand SegmentationDesignerGirls 13-25Brand Driver

High StreetGirls 13-25Revenue Driver

High Street/MassGirls 4-12Revenue Driver

Marcus Lupfer/Selfridges Tom van Lingen/ Colette La Casita de Wendy/ EKS

BershkaTopshopPimkieClockhouse

AdamsECIC&A

Apparel & Footwear

Bags & wallets

Gift & Stationery

Accessories & Personal Care

Helmets & Trainers

Adidas - Shoes

Bershka

Gaudi Catwalk -

Barcelona

Gaudi Catwalk -

Barcelona

Presenter

Presentation Notes

This perfectly illustrates how by securing key partners and developing innovative product, well researched, well designed and well targeted… …you can evolve a cartoon for young girls into a leading fashion brand for young women

Branded Environments & Live Entertainment

THEMED ATTRACTIONS

LIVE

Retail ParksCafesPop-Up

Appearances Interactive Events

Mini Shows Stage

Presenter

Presentation Notes

As brand owners this is the most fundamental thing….

Presenter

Presentation Notes

Brand owners and licensors will look to excel and commercialise their content across all these areas. Prospective licensees need to be targeting brand owners who can support through delivering this type of ‘360 degree solution’ to support their businesses and cut through the competition

Presenter

Presentation Notes

In our case at Turner this has required us to create expertise in all these areas of discipline without exception… Which in turn has enabled us to deliver excellence in product design, innovation and brand experiences across all aspects of our consumers day-to-day lives. For us and our partners this has ultimately lead to - increased awareness of our brands - enhanced margins - increased sales - and reduced costs

National CampaignsNational

Campaigns

Channel Events

Channel Events

PublishingExpansionPublishingExpansion

PromotionalLicensing

PromotionalLicensing

iPhoneApps

iPhoneApps

Online Game Creator

Online Game Creator

DVDDVDPersonalappearances

Personalappearances

VideoGamesVideo

Games

Live ShowLive Show

Extend your brand across key consumer touch-points

Infrastructure…

Decide Your Product Strategy

Primar

y

Secondary

Tertiar

yExample:Primary

Toys

Publishing

BTS

Gift & Novelty

Secondary

Apparel

Accessories

Footwear

Sporting goods

Accessories

Homewares

Tertiary Consumer Electronics Interactive Pet Accessories

Retail Strategy

High - End

Mid

High Street/Mass

Direct to Retail Model•

Bespoke retail licensing programmes

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Allows us to build long-term relationships with key retail partners

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Enables our licensing programmes to get to market quickly and establish desired in-store presence

•

Creates compelling destinations for our brands and our retail partners in consumers’

minds

Presenter

Presentation Notes

Create compelling in-store theatre Retail Events, character appearances, in-store promotions Cross promotions Screenings We as Brand Owners will always support retail initiatives through funding and creative assetts

Premiere Screenings

Alien Swarm Premiere ScreeningMoscow, 6 Dec 2009

Kids Events….

2006 2008 2009 2010

Supports Product Evolution

CN Studios Co-Production Acquisition

And finally….

Jason Rice, Licensing Director

Cпасибо!