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IN CONVERSATION WITH: MONDO TV
spring 2019 launch, with Netflix planning a worldwide release of the environmentally-focused adventure series (which is co-produced with Aurora World). A free to air release will follow in Italy, Spain, Portugal, Russia, Poland and France, with a large number of licensing deals already agreed. The inspiration for the show is the hugely successful plush line from Aurora World – which has sold 80 million since the brand arrived in 2007. “The plush will be renewed to reflect the style of the show which, thanks to its eco-friendly themes such as environmental awareness and help for threatened species, will highlight many new characters,” explains Valentina. Also new is Invention Story, which tells the story of a creative fox called Kit who comes up with a new invention in each episode. “Kit’s inventions and tools, along with the distinctive characters, personalities, houses and locations, all add up to a strong offering in toys for play and learning, as well as an attractive property for publishing, for Edizioni Playpress already signed,” says Valentina. Looking further ahead, spring 2020 will see the launch of MeteoHeroes. The show will address issues such as climate change, ecology and respect for nature through the adventures of six children who transform into superheroes with power over the weather. Interest has already been expressed by a number of broadcasters and potential licensees, says Valentina. Another goal for Mondo TV is to
Inset: Mondo is looking to build the network of agents for Robot Trains.
expand its retail collaborations such as setting up in-store initiatives with the key retailers. Valentina explains: “We believe this is essential in order to succeed. We also aspire to do much more to strengthen the digital presence of all the brands in the portfolio. “In fact, that’s pretty much what we’re already doing with Heidi Bienvenida, where fans are already strongly engaged with digital content, while with Robot Trains, Sissi and the newer brands, we aim to offer kids more interactive games and apps.” There’s certainly a lot going on for Valentina and the team at Mondo TV currently and Brand Licensing Europe will be a key showcase. Valentina concludes: “We’ve established ourselves as a reliable, innovative and diligent partner in coproduction and licensing. Our aim is to continue to build partnerships that leverage our knowledge of entertainment content and our ability to licence and market it. “It’s a big world out there with a big audience and we have a lot to offer it.”
Country differences
Above centre: Invention Story lends itself well to toys and publishing. Above: Heidi Bienvenida is currently performing strongly in Italy.
According to Valentina, the UK and Italian markets aren’t really that different. More and more in Italy – as in other European countries retailers are playing a key role in the licensing market. “Some time ago, licensees made decisions without reference to retail; that no longer happens,” she tells LSB. “In fact, today more and more licensors must work closely with retail to ensure shelf presence and good visibility for products. “It is essential, therefore, to create synergies and dialogue directly with retailers and keep them informed about licensing strategies for a given property, as well as about marketing investments to promote visibility.” Valentina continues: “In fact, the differences today are pretty much negligible since in Italy, as in the UK, retailers have much more of a key role in the success of a brand.”
LICENSING SOURCE BOOK EUROPE 2018
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