TOTAL LICENSING A hugely successful and action-packed creator, author and entrepreneur, Sophie Andouin Mamikonian is a breath of fresh air in the entertainment, publishing and licensing industries!
THE EXTRAORDINARY WORLD OF SOPHIE ANDOUIN MAMIKONIAN Coming from a family of authors and writers, Sophie carries the courtesy title HRH Princess Sophie Audouin-Mamikonian hence the Princess Sam company name), and clearly has boundless energy and enthusiasm. Her hugely successful Tara Duncan series of books have been sold into 80 countries and translated into 27 languages – something that Sophie still finds amazing. “Tara Duncan wasn’t exactly an overnight success,” she explained. “I wrote the first book in 1987 when I was in my early twenties and had just had a baby.To be honest, I was bored and really wanted to find something to do.” And so Tara Duncan was born! And for 16 years Sophie sent it to countless publishers who told her that magic didn’t sell and her first book, aimed at 12+, was too big at around 500 pages. Sophie was undeterred. In the intervening years, she wrote more than 40 books. And her persistence paid off in 2003 when, following the success of Harry Potter, publishers realised that larger books, and magic, really did sell! Fast forward to 2019 and Princess Sam Entertainment Group was formed by Sophie to produce and distribute new series and international children’s licenses.
pointed International Merchandising Consultants who will handle the Tara Duncan program across multiple territories across Latin America and the Caribbean and J&M for Benelux countries. In terms of distributing the series, Princess Sam Entertainment Group recently appointed major international distribution company Superights as global distributor for Tara Duncan. Superights will represent worldwide rights distribution except for Mainland China.
Their first project is the Tara Duncan animated series. The first 52 x 13 minute episodes launched in 2022 and the first season, based on the initial Tara Duncan book, has already been sold into 80 countries. A second season, with 52 new episodes is currently in production, with plans to produce 2 x 26 minute specials. A digital ecosystem is also in development to expand Tara’s magical universe. Sophie was determined to surround herself with experts in their relevant fields in order to grow the company and expand their base. Najib Michel Fayed, joined her bringing his expertise in all things toy and licensing-based and Laurent Taieb brings more than thirty years of proven operational experience in all aspects of consumer products and licensing to the Tara Duncan licensing campaign. The team are looking to ensure that Tara Duncan is a long term brand not a quick hit. Sophie believes that they are best positioned to create the initial toy line – and video games – and whilst other products will be licensed, a network of first class agents is being put in place. The company has already appointed bRAND-WARD for the UK, Consumer Product Connection in Spain and Portugal and Maurizio Distefano Licensing in Italy. In addition Princess Sam Consumer Products have ap-
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At the same time, Princess Sam Consumer Products is launching its own range of figurines, playsets and dolls at retail in France from this Autumn, thanks to its French distributor WTT. More territories will follow. The Tara Duncan licensing programme has also signed a license in the French market to toy company tonies. Along with toys and games, other categories being targeted include back to school, stationery, home textiles, apparel, fashion accessories, beauty and personal care, food and beverage and gifts. This year, Princess Sam Consumer Products will also be at Brand Licensing Europe with a stand (A162). Commenting, Laurent Taieb said, “With a strong and growing network of best-in-class agents, Princess Sam Consumer Products is ready to meet growing consumer demand for licensed product. And where better to promote one of the world’s most popular adventure-comedy-fantasy properties than at one of the world’s most important licensing events? We’re looking forward enormously to telling visitors to Stand A162 about the great opportunities offered by this amazing property.” And the activity doesn’t stop there. Sophie is currently buying over 400 hectares of land near Lisbon in Portugal to create her own studio and is busy updating and modernising some of her early books. And how does she relax? “In the very little free time she has, she plays golf!