16 minute read
The Award-Winning V&A
The award-winning licensing programme of the V&A (Victoria and Albert Museum, London) offers an almost infinite source of design inspiration for a multitude of product categories. The museum continues to grow its product offering and global reach with new activations from licensees and retailers in key territories.
2019 has been a year of huge growth for the programme, especially in East Asia where the V&A team has worked with master licensee Alfilo Brands to push forward ambitious licensing plans, retail collaborations and pop-up stores. Ten new licensees were added in the past year and product ranges include cosmetics, footwear, homeware, luggage and eyewear. The V&A launched its first collaboration with Shiseido with a beautiful range of limited-edition gift sets. Shiseido brands Pure & Mild, Aquair, Ma Cherie and Za used an array of V&A archive inspiration to create gift boxes, each with a uniquely designed gift, from a Japanese-inspired canvas bag, to handkerchiefs and headbands based on stunning English furnishing fabrics. The comprehensive marketing and press campaign included photography shot at the V&A using beautiful backdrops such as The National Art Library and inside the world’s first museum café – a visual feast in itself! The V&A’s latest launch in China is with another beauty brand - Lansur. The range includes foundation, concealer, lipstick and an eyeshadow palette decorated with the stylised and flamboyant Art Nouveau portrait ‘Zodiac’, created by Alphonse Mucha. Other releases include premier fine jewellery retailer Chow Sang Sang, China’s exclusive retailer of V&A fine jewellery, have extended an exquisite crown range, inspired by a ruby silver foil crown from 1863; and Cote d’Or, launching a second series of limitededition chocolate gift boxes this spring and The V&A continues to collaborate with major online retailers in China such as JD.com and Tmall. They participated in the first ever JD.com ‘Super Museum Day’ with Shiseido at the end of last year, to promote the V&A’s
collection. The promotion proved very successful attracting 230,000 online visitors on the day.
Further initiatives continue as art is enjoying immense popularity in China, particularly amongst the younger generation. Building on the success of previous Chinese V&A experience-based stores, the V&A opened a pop-up store at the Tmall Ideal Life Experience Center at Shanghai K11 at the end of 2019. Open for a week in collaboration with Tmall Club, the store displayed product from four licensees: Basto, Twinings, 4inlook and Lomography. In May this year, the V&A will team will once again team up with Tmall to participate in International Museum Day. Customers can vote for their favourite museum ‘character’, with the V&A’s being Queen Victoria and Prince Albert.
The V&A’s social media presence in China continues to gain recognition, In South Korea, one of the V&A’s collaborations linked to the country’s biggest messenger platform through the mobile shop Kakotalk Store, a deal between apparel licensee LIDC and LG Electronics offering a promo
even winning its first award: the V&A’s WeChat account has proved to be the best performing newcomer to the platform. A combination of welldesigned posts, targeted KOL collaborations and a focus on emphasising the museum’s relevance to its Chinese visitors has proven to be a winning formula. The V&A’s Weibo account was placed in the ‘Top 10 Most Creative Museum/ Cultural Institution Weibo Account’ in 2019, the only overseas museum to achieve this accolade.
tional V&A diary to loyalty customers. Also to launch this summer is a collaboration with fashion brand Michaa. An exciting new collection, which will feature a stunning range of women’s apparel, with each piece inspired by decorative designs held in the V&A archives by Arts and Crafts visionary, William De Morgan. The Museum continues to increase its well established presence in Japan, with two new Japanese licensees launching this year: Aurora with a range of sumptuous silk scarves, and Texet with curtain fabrics.
Licensees in the UK continue to grow from strength to strength: Wild & Wolf introduced a beautiful new range of
cosmetics, and beauty and gift accessories inspired by the Arts and Crafts movement. While the debut V&A collection launched in March from Blinds 2Go, the market leader within the UK for online blinds. Inspired by the V&A’s extensive collection of wallpapers and textiles by William Morris, the new range is a contemporary adaption of the original designs. In recognition of all this activity, the V&A has been nominated in nine categories across the UK B&LLAS and Licensing International Awards, including ‘Best Heritage Brand’.
Millimages成立于1991年，是欧洲最大的独立动画工作室之一。Millimages最畅销的 剧集是Molang（4季以及9集电视特辑）。在仅仅四年时间里， Molang就已经分销至 180多个地区，在Facebook和Instagram上的拥有超过250万的粉丝。Molang很快就 成为了一个商品衍生品牌，拥有主要玩具授权商TOMY、Jazwares这样的关键授权合作 伙伴。目前已覆盖数个授权品类，涉及产品超过850款。 2018年，Molang进入中国市场，并迅速获得了令人瞩目的粉丝群体。2019 年，Molang在CCTV 14电视频道开播，取得了巨大的成功。自首播以来，该剧一直位 列中国动画剧集排行榜前10名。目前，Molang已在腾讯、爱奇艺、优酷、PPTV等多 家新媒体平台以及20余家IPTV平台播出。 2020年初，Molang第四季（52集x5分钟）由Millimages完成。几周后，爱奇艺开始 播出该剧，收视率远超平均水平。在一个月内，第四季在爱奇艺上创造了890,000的播 放量，在所有新开播的动画剧集中排名第一。 伴随着其在电视上和授权的成功，Molang也成为了一个强势的数字品牌。Molang的 微信表情在国内非常受欢迎，尤其是在covid-19封锁期间，它给人们带来了快乐和善 意。 与Molang一起，Millimages的其他动画剧集也在中国市场获得了成功。Truck Games 就是一个最近的例子，它在学龄前剧集领域迅速走红。该剧于3月份在CCTV播出， 目前已在腾讯、优酷、爱奇艺上线。Truck Games的观众数量已经远远超过了平均水 平，其粉丝群体也在与日俱增。 Millimages的目标是与中国的合作伙伴合作，继续向中国观众分发优质内容。
中国视频平台腾讯视频近日上线了The Fire Safety with ROI。 适逢春节期间推出，The Fire Safety with ROI系列在腾讯视频上线四天内累计点 击量达到200万次。此前发布的Robocar POLI Earthquake Safety系列，累计点击 量约13亿次。 除腾讯视频外，Robocar POLI在中国相 当于Netflix的爱奇艺上发布了Robocar POLI第一至四季，而在中国相当于 YouTube的优酷上发布了Robocar POLI Safety系列。所有三个平台的总点击量 加起来达32亿次（2018年），证明了 Robocar POLI在中国各地的受欢迎程 度。 The Fire Safety with ROI系列所展现的 是，Robocar救援队每天被派往火灾相 关的场所，Peter和他的朋友会在学校、 家中或商店里经历这些情况，并解决问 题。通过消防车ROI的行动，孩子们能够 学习到在火灾事故中该如何表现，以及 火灾的预防方法，同时还有消防安全条 例。该系列共26集，包括Don’t Hide When There’s a Fire和Be Careful in the Kitchen。
MIFFY的中国童装系列新品
近日，Miffy与来自福建的中国 时尚服装品牌Eastern Camel签 约。 Miffy的授权范围很广，包括婴 幼儿服装、童装、成人服装和配 饰。 Eastern Camel品牌在国内拥 有500多家门店，定位高端、时 尚、年轻化。 今年3月25日，Eastern Camel 在上海开设了其第一批Miffy系列 特约店。
下一期 Total Licensing China将在 9月下旬出版。
欲了解详细信息，请访问 www.totallicensing.com
TRUE AND THE RAINBOW KINGDOM 上线腾讯
Guru Studios报告称，True and the Rainbow Kingdom的第一季和第二季于 2018年12月在腾讯视频上线，第三季在一 年后的2019年12月上线，截至目前已有近 一亿的播放量 在电视方面，True and the Rainbow Kingdom于2020年4月在江苏学习频道 首播，并计划2020年年内在其他频道开 播。 此外，舞台现场表演也在开发中，计划于 2021年初推出。 在现场活动方面，从2019年1月开始，该 品牌首次亮相广州海心沙公园，与游客 共庆新年，举办多场现场活动并有吉祥 物登场。2019年7月，True现身广州GT Land Plaza，与小朋友们共庆暑假。最 后，2019年12月True现身广州Grandview Aquarium，与粉丝们欢庆新年。 消费品方面，新款玩具和产品已在开发 中，计划在2020年年底进入中国市场。
Riki Group报告称，动画系列Baby Riki 今年2月在VOD中国数字平台上的播放量 突破30亿 这三季动画系列在腾讯、爱奇艺、优酷、 芒果TV、贝瓦网、搜狐等平台以及CCTV 少儿官方APP上播出。 在 优 酷 和 爱 奇 艺 上 ， 该 剧 与 P e p p a Pig、Puppy Patrol以及Riki Group的另一 部动画片The Fixies并列进入学龄前段最 受欢迎的国外动画片前五名。 “看着Baby Riki的成长，给越来越多来 自不同文化背景、说着不同语言的小观众
带来快乐和幸福，真的很激动人心，”该 剧的制作人Alexandra Artemyeva评价 说。“每一集都包含一个学习主题，一首 歌，整个系列代表了一个全面的早期发 展项目，这受到了来自世界各地的家长 们的重视。我们很高兴看到大家对我们的 剧集抱有兴趣，也很高兴它能给我们的 广大观众带来价值。BabyRiki品牌在全 中国范围内的线上和线下门店都在不断发 展。BabyRiki玩具和图书如今已在中国 500多家门店提供67款产品。
ON KIDS与FANTAWILD达成合作
ON Kids & Family (Mediawan Group)和ZAG与Fantawild达 成合作，成立合资企业共同实 现品牌Miraculous在中国的发 展。 Fantawild已经获得了该资产的 所有中国版权，并将投资和参 与故事片的开发。此次合作将 在建立Miraculous在中国的所 有业务板块，包括系列剧的推 出、电影的剧院放映、授权商 品和宣传产品以及场地式娱乐 等。 Fantawild是中国领先的娱乐 公司之一。该公司活跃于内容 制作和创作领域，以Boonie Bears闻名，这是中国第一大动 画媒体品牌，也引领着中国影 院票房。Fantawild是中国最大 的连锁主题公园的拥有者，拥 有29家运营中的乐园和10家在 建的乐园。
Zespa Media很高兴能与英国授权艺术代理商This is Iris合作，将Iris的英国艺术家和设 计师阵容带到中国。 “Iris拥有一批经过精挑细选的艺术家，他们的作品对中国市场和消费者有着广泛的吸 引力。自2019年夏天与Iris建立合作关系以来，他们已经开始在中国推广Iris的艺术家， 并已获得了非常积极的反响。我们期待着新的一年的到来。”来自Zespa Media的 Jean Dong评论道 在最新的协议中，国际品牌House of Turnowsky将推出自己的作品，为全中国所有的 Family Mart门店开发出大量的产品，从门店内Turnowsky品牌德咖啡馆，到顾客可以 购买到的这一知名系列的独家印花冰淇淋。 为了配合Family Mart推出的新品，他们最近与业界领先的美妆合作伙伴Abby's Choice 签署了第二份协议，这将见证Turnowsky设计的第一个化妆和美妆系列在中国的所有门 店以及在线上向他们的数百万顾客和粉丝推出。 “我们对这次合作感到非常兴奋。我们与Zespa的朋友们相识已有数年，我们花了大量 的时间建立了一个能反映顾客和这个美丽的国家的产品组合。我们于2019年年底在上 海举行的China Licensing Expo上正式公布了我们的设计师团队。我们花了三个星期的 时间在中国各地旅行，与合作伙伴会面，探索各种机会，并确保我们花时间拥抱这个 美好的文化。我们对这次合作感到非常高兴，完全享受在与Zespa公司的好朋友们的合 作中。”This is Iris的Sarah Lawrence说。
总部位于俄罗斯的影视制作工作室Red Carpet Studio与Beijing Joy Culture Media就Space Dr Cat和动画网络剧 Blinky and Knobby进行了签约。 Space Dr.Cat是一档以玩具为题材，拥有 2D动画元素的剧集。该剧于去年10月由 Red Carpet推出。目前，该剧在YouTube 频道的播放量已经超过了100万。第二季 将包含26集内容，每集5分钟，目前正在 制作中。 Blinky and Knobby是2019年3月在俄罗斯 最大的在线视频流媒体服务之一的ivi.ru上 推出的非对话式3D网络剧集。 Beijing Joy Culture Media创始人兼 CEO Li Yan表示：“我们很高兴能与Red Carpet Studio展开合作，因为他们的儿 童项目的使命与我们的使命完全一致 - 不 仅是娱乐，更重要的是要教育孩子及其家 长。除此以外，我想说的是，Space Dr. Cat以其手工玩具剧集的形式，以及寓教 于乐和社会价值的结合，吸引了我们。”
FLOSSY & JIM与美图达成合作
英国公司Edutainment报告称，他们在中 国的合作伙伴现在已经回到了办公室，活 动也在恢复中。 他们很高兴确认Flossy and Jim与美图达 成了新的合作关系。 美图应用程序在Google Play和App store 上可供下载，获得了名人和关键影响力人 物的认可，被选为iTunes年度10大应用程 序之一。 它已成为有史以来全球最具人气的照片编 辑应用程序之一，用户可以使用由专业滤 镜、相框、特效、贴纸和其他工具组成 的套件，将自己的智能手机照片变成艺术 品。 美图于2008年推出，是全球移动技术的 创新者，其应用程序在全球范围内的月活 跃用户超过4.5亿，每月产生超过六十亿 照片和视频。
Rainbow in Italy, the company behind Winx Club, recently launched its animated hit 44 Cats on CCTV 14 China, and ratings have already established it as a leading show on the channel. Starting back in February, 44 Cats has been airing daily on China’s major kids content channel. The 52 x 13’ preschool show follows the daily adventures of Lampo, Milady, Pilou, and Meatball – four kittens living in Granny Pina’s house and playing their songs as a music band named The Buffycats. The distinctive feature of the show is the music score, made up of original songs and traditional Italian songs, developed and sung by the famous children choir of the Antoniano Bologna. “We are really proud that 44 Cats has reached the Chinese audience with its positive values and entertaining adventures,” commented Iginio Straffi, CEO of Rainbow and creator of the series. “We are confident that the audience will appreciate the passion and dedication we put in this show”. 44 Cats keeps growing and on the licensing and CP side the brand is gaining rising popularity across the world. Guangzhou Art-land Holding Co. Ltd. is consumer product agent for the brand in Mainland China, Taiwan and Hong Kong. Rainbow is preparing to charm Chinese audiences, with a second season already in production.
Hoho Rights has recently announced a partnership with Tencent to broadcast animated preschool series Chickpea and Friends, in a deal negotiated by The Media Pioneers, Hoho’s exclusive Chinese distributors for the series. The Chickpea and Friends companion series of 12 x 10’ themed compilations, which include songs, games and stories, has just launched on the hugely popular VOD channel. Tencent will then premiere the first series (13 x 5’ episodes), which was developed and written by renowned writer and illustrator An Vrombaut and based on animal characters from S4C’s existing pre-school strand Cyw, in summer. Helen Howells, Joint Managing Director, Hoho Entertainment, said: “We’re thrilled to be bringing this lovely animated series to preschoolers in China and it’s been a pleasure working with Maggie and her team to make this happen. Chickpea and Friends is all about exploring so it’s no surprise to see the intrepid animals continuing their travels in China!” Maggie Liang, MD, The Media Pioneers, said, “We are proud to represent Hoho Rights to distribute Chickpea and Friends to the Chinese market. The series is an ideal companion for little ones taking their first steps in life and we are sure that Chinese audiences will take the charming characters to their hearts.” Chickpea and Friends is a colourful animated series, narrated by children, with a playful, informal tone. Its twin themes of exploration and making sense of the world inspire the adventures of Chickpea the chick and her six animal best friends, who all live together in a big yellow house. They might discover an octopus, launch a sailboat or get blown around on a windy day as they play, explore and make sense of the world around them.
Russian animation studio Animaccord has taken its cartoon Masha and the Bear for the first time to China Central Television. Starting March 12, seasons one and two were released on the children’s channel CCTV 14. The TV premier of Masha and the Bear series in China followed its earlier launch this year on one of the country’s most popular video platforms, Xigua Video, that took place just before New Year’s Eve in China.
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HOHO RIGHTS PARTNERS WITH TENCENT
Ricky Zoom, the animated series from Entertainment One (eOne), has proven popular to be a big hit with children and their families since its debut in mainland China last year. The show recently launched on CCTV-14. Ten episodes were played over the last week in March. A second season of Ricky Zoom has already zoomed into production, with a first batch of episodes due for delivery from November, 2020. In China, the arrival of Ricky Zoom on Youku garnered more than 100 milion views in the first 12 days. Ac
cording to the Children’s Animation Series 2019 Webcast Data Report provided by Children›s Content Observation, Ricky Zoom is listed in second place in the high heat index that ranks new foreign animations in 2019 on Youku, exceeded only by Peppa Pig Season 7. “We are so proud of Ricky Zoom and its success to date. It is premium original content produced by the very best talent and our strong roster of international broadcasters has supercharged the series to a high level of awareness around the world,” said eOne’s Olivier Dumont, President, Family & Brands. “We are very excited for the potential to explore even more ground in the second season. There are so many more stories to tell that will deepen the connection between the characters and our audience, and we look forward to bringing them all-new adventures.” As the animation continues to enjoy popularity around the world, eOne is working with global master toy partner TOMY to present the launch of Ricky Zoom toys, including a series of six key products based on Ricky and his Bike Buddies.
THIS IS IRIS ARTISTS LICENSED
Zespa Media are working with UK art licensing agency This is Iris to bring Iris’ UK line-up of artists and designers to China. The latest agreements will see the work of House of Turnowsky developed for a large number of products across all Family Mart stores throughout China, from Turnowsky branded cafes within stores to customers being able to purchase ice creams wrapped with an exclusive print from this well-known collection. To coinside with the Family Mart launch a second agreement was recently signed with leading Beauty partner Abby’s Choice which will see the first of the makeup and beauty collections with Turnowsky’s designs on it launch across all stores in China as well as online to their millions of customers and followers. “We are so excited by this partnership. We have known our friends at Zespa for a couple of years and have spent that time building a portfolio that reflects the customer and this beautiful country. We formally launched our slate of designers, together at the China Licensing Expo held in Shanghai at the end of 2019. We spent three weeks travelling across China, meeting with partners, exploring various opportunities and making sure that we took the time to embrace this wonderful culture. We couldn’t happier with this partnership and thoroughly enjoy working with our good friends at Zespa.” said Sarah Lawrence of This is Iris Founded in 1991, Millimages is one of the largest independent animation studios in Europe. Millimages’s bestselling show is Molang (4 seasons and 9 TV specials). In only four years, Molang has been distributed over 180 territories and counts more than 2.5 million fans on Facebook and Instagram. Molang quickly became a merchandising brand with key licensing partners such as the mastertoy licensees Tomy and Jazwares. Several licensing categories are already covered, and more than 850 products are now referenced. In 2018 Molang entered the Chinese market and rapidly gained an impressive community of fans. In 2019 Molang was launched on CCTV 14 TV channel and enjoyed great success. Since the first airing, the show has been ranked in the top 10 animated shows in China. Molang is now aired on several new media platforms such as Tencent, Iqiyi, Youku, PPTV as well as more than 20 IPTV platforms. Early 2020, the fourth season of Molang (52 episodes x 5 min) was completed by Millimages. A few weeks later, Iqiyi began airing it and the ratings are way above average. Within a month, the fourth season generated 890,000 views on Iqiyi and ranked No.1 among all new animation shows. Along with itsTV and licensing success, Molang is also a strong digital brand. Molang’s Wechat stickers are popular in China and have brought happiness and kindness to people, especially during the covid-19 lockdown. Along with Molang, other animation shows from Millimages are enjoying success in China. A recently example is Truck Games which quickly became popular in the preschool shows area. The show was launched on CCTV in March and is now available on Tencent, Youku, Iqiyi. The Truck Games audience is already way above average and the Truck Games fans community gets bigger every day. Millimages goal is to cooperate with Chinese partners to continue distributing high-quality content to the Chinese audience.
MOLANG PROGRAM GROWS
UYoung in China, has recently announced Ukids, its new, safe one-stop service of global children’s programming for Chinese families aimed to enlighten children through high-quality developmental content. Available via SVOD, the dedicated kids’ app, Ukids contains a wealth of specially curated content chosen for its educational value, ranging from STEM, arts and crafts and nature through to socio-emotional programming. In addition, UYoung has worked with the British Council on the English language content in the service’s education zone. China’s only dedicated SVOD service for preschoolers, Ukids features premium, safe and exclusive content for pre-schoolers with more than 3,000 episodes of high-quality animation from global entertainment programmes available in both English and Mandarin. It showcases over 20 leading IPs including: Peppa Pig, Bob the Builder, Fireman Sam, Thomas & Friends, Bitz & Bob, Octonauts, Sesame Street, Hey Duggee, Messy Goes to Okido and some BBC documentaries. In addition, brand-new content such as Moon and Me and Love Monster will be regularly added to the service through continuous updates. Additionally, more than 1,000 songs and audio stories are available. Targeting new middle-class families in China with kids aged 0-6, the simple interface and user-friendly experience features parental controls and is designed to encourage pre-schoolers to get excited about learning and also features strong support specifically for English learning. A Little Classroom section highlights the educational value of kids’ favourite animations, consolidates strong age-appropriate programming and aims to nurture continuous learning habits. The English Education Zone features four stages of learning for children to progress through, from Beginner to Master, classified by the British Council’s team of English learning experts. UYoung has also partnered with Skyship Entertainment, the owners and producers of the popular YouTube brand Super Simple Songs, to exclusively feature a large collection of their hugely popular children’s songs and shows on Ukids. The two companies are currently developing an English Learning Box to be launched in China later this year.Ukids is available on OTT, iOS, Android mobile and tablet. Ukids also has a dedicated area for parents on Wechat with supplementary information on the benefits of the programming and language courses.
EXPANDING POPEYE PROGRAM IN CHINA
King Features Syndicate, along with Medialink, their local agent in Hong Kong with a presence in China, is expanding its licensing program for Popeye the Sailor Man with artist-designed collectible toys and leisurewear. A Popeye figurine collection from Fools Paradise, a toy company based in Hong Kong, combines elements of movie and animation characters to create a line of imaginative and creative figures. The line includes iconic characters from the comic series including Popeye, Olive Oyl and Bluto. Additional artist- designed figures include a line from Luaiso Lopez, a famous toy designer from Spain, whose art is known for its use of distinctive cross marks in the eyes. Lopez’s original pieces merge Popeye and his friends’ classic looks with zombie-inspired elements. And Eric So, a multimedia artist from Hong Kong, uses a simple and clean design of Popeye with protruding ears standing in a boxing position. Additionally, Ningbo Gukoo Ecommerce Company Limited created a leisurewear clothing collection that includes Popeyeinspired t-shirts and shorts that are perfect for lounging. The collection is available at Gukoo online and retail shops. “China continues to be a prominent and influential market for Popeye,” said Carla Silva, vice president and general manager, global head of licensing for King Features. “And we are excited by the new opportunities that our agent, Medialink, has secured for the brand, bringing new collectibles and apparel to fans in the Asian market.”
