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May/五月/2020


授权概览中国 May/五月/2020

May

五月

2020

Co-Publisher Editor-in-Chief Francesca Ash francesca@totallicensing.com Co-Publisher Jerry Wooldridge jerry@totallicensing.com Editorial Director/ Editor Rebecca Ash becky@totallicensing.com Business Development Joanna Cassidy joanna@totallicensing.com Office Manager Helen Bowerman helen@totallicensing.com Subscriptions and Circulation www.totallicensing.com Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp

Total Licensing China is published as a special issue of Total Licensing magazine.

Total Licensing Ltd 4 Wadhurst Business Park Faircrouch Lane Wadhurst East Sussex TN5 6PT England Tel: +44 1892 782220 Fax: +44 1892 782226 www.totallicensing.com © 2020 Total Licensing Ltd

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News from China.................................................................. 8 National Gallery expands in China.................................18 Leading brands from Tempting Brands..........................22 Interview: Marco Hüsges, emoji.......................................24 The Award-Winning V&A...................................................26 Licensing in a Covid-19 World..........................................34 Moonzy launches on CCTV..............................................38 Interview: Jianbo Wei,WildBrain.......................................40 Connecting the UK with China........................................43 The Power of Brand Licensing..........................................44 Expansion Plans for Smiley...............................................50

来自中国的新闻....................................................................... 8 Tempting品牌集团的领军品牌.......................................... 13 采访:Marco Hueges, emoji............................................16 国家美术馆在中国扩展业务.................................................19 屡获殊荣的V&A.....................................................................20 Covid-19世界疫情下的授权................................................35 采访:Jianbo Wei, WildBrain..........................................36 Moonzy登陆CCTV...............................................................39 让英国与中国相连.................................................................42 品牌授权的力量.................................................................... 46 Smiley的业务拓展计划........................................................48

Welcome to the May 2020 edition of Total Licensing China. We live in curious times. It might only be a few months since our last issue but, during that time, the world has changed dramatically and is having to adapt to new ways of doing business. China, of course, was the first territory to suffer from Covid-19 and, as such, has been the first territory to emerge from its grip. After the Chinese economy contracted 6.8 percent in the first quarter from a year ago, shrinking for the first time since 1992, after months of lockdown, China is reopening its economy, to the extent that industrial output rose 3.9 percent in April compared with a year earlier – much faster than the forecast 1.5 percent increase. Manufacturing is showing growth, although there has been a collapse in export orders which will take longer to resolve. Consumption remained weak with retail sales falling 7.5 percent

in April, despite the growth in industrial output. From a licensing perspective, as the first territory to come out of lockdown, China is well placed to continue to grow its licensing activity – much more so than most other parts of the world. And this is an opportunity that Chinese companies are keen to grasp. Consumers still want products, regardless of whether they purchase instore or online. Luxury goods are in demand – as can be seen by the $2.7 million in sales at the Hermes flagship store in Guangzhou on the first Saturday after the lockdown was lifted. Total Licensing China will, of course, be at the China Licensing Expo in October.We very much hope to meet many of our readers there. Francesca Ash Jerry Wooldridge Co-Publisher Co-Publisher


授权概览中国

VERY HUNGRY CATERPILLAR在中国

奢侈品销售扩大

2017年,Guangzhou Art-land被全球代理商The Joester Loria Group指定为Eric Carle大中华区授权代理。 目前,Eric Carle的图书在中国的销量已超过550万册,并继续蝉联国语和英语童书销量 榜首 2018年和2019年分别在上海和香港举办了两场以World of Eric Carle为主题的快闪式商 场活动,以大型互动装置、家庭工坊和故事会为特色,吸引了数以万计的家庭参加 截至目前,大中华区已拥有超过18家授权商,涵盖服装、玩具、家居用品及促销活动,分 销渠道包括Toysrus、Watsons、天猫、百货商店、专业婴幼儿零售商及图书连锁店等。 2019年9月至12月,在Watson的600家门店进行Very Hungry Caterpillar x Hello Kitty合 作活动,提供支持的营销活动包括3个由两位台湾著名明星代言的电视广告、销售点、 社交媒体、数字广告、网红内容发布、现场活动等。社交媒体发布内容的观看量达到 440万,数字广告观看量则达到3970万。 授权商Nest Designs通过与World of Eric Carle的成功合作,成为2019年天猫双11活动 期间排名前五的床上用品品牌之一。 2019年以来,六款中文版Very Hungry Caterpillar应用程序上线。自去年6月登陆IOS系 统以来,Very Hungry Play School已经得到了Apple Store的8次推荐。 2020年第三、第四季度将在IGC Shopping Mall(广州)和Nanhai Plaza Shopping Mall(佛山)举办两场购物中心活动,包括可容纳上千名游客的定制互动装置,以商场装 饰、奖金兑换、吉祥物见面会、一店一品等为特色。 “World of Eric Carle图书在中国的销售情况异常火爆,帮助创造了一个令人振奋的机 会,将品牌延伸到沉浸式体验、服装、玩具和游戏。”The Joester Loria Group授权总 监Jackie DeMaio表示。“我们期待着在今年推出更多的产品系列、商场活动和合作项 目,抓住品牌的游戏化主题,帮助孩子们创造、游玩、学习。”

从COVID-19疫情的原发地武汉开始,全国 各地从4月8日起逐步解除封锁,并重新恢 复活动。   根据WWD的消息,在中国大陆各地的主 要枢纽和城市中,消费者正在慢慢涌回商 店,广州一家Hermes旗舰店报告称,起在 4月11日(星期六)的销售额达到1900万 元人民币(合270万美元)。  有趣的是,这个现象发生在Savills  China 零售部报告称广州2月底消费品销售额面 临同比下降14%,跌至1323亿元人民币后 不久。   在中国的其他地方,上海的商场和购物中 心迎来了相当于COVID-19疫情前30%的 人流,因为购物者正在逐渐向商店回流。 在封锁期间,零售业面临1至2月间20%的 销售额同比下降。在中国,消费的重心已 经明显从奢侈品转向健康、保健和体验。 预计一旦中国全面恢复消费,这将与奢侈 品消费取得平衡。

STAR WARS与MUSHROOM WARS合作联动

Mushroom Wars 2是一款玩家对战型实时 策略类游戏,2019年12月,本作通过中国 App Store进行了一次特别的联名活动, 考察联名的潜力,以扩大游戏受众和他们

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的消费。 Mushroom Wars 2游戏玩法简单,共有二 十多个来自不同部落的独特英雄,各自拥 有独特的特殊技能。

蘑菇文明从他们的“石器时代”进化到中 世纪,最后发展到高科技时代。形成三个 不同的部落,外观、文化、技能、技术水 平各不相同。 为了提高品牌认知度和在中国市场的营销 效果,本作与迪士尼的Star Wars合作,打 造了一款特殊的Stormtrooper英雄皮肤。 据报道,此次活动的反响非常好,游戏也 在中国的App Store中得到了推荐。对此 次活动进行衡量,效果被认为是正面的: 虽然Stormtrooper皮肤在新用户获取方面 并没有表现出明显的优势,但确实影响了 重定向活动。 Mushroom Wars 2提供了广泛的授权机 会以及游戏内整合,所有这些都是通过代 理商Woost Licensing实现的。


TOTAL LICENSING CHINA

UYOUNG LAUNCH UKIDS 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. China’s only dedicated SVOD service for preschoolers, Ukids features premium, safe and exclusive content for preschoolers 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, new content such as  Moon and Me and Love Monster will be regularly added to the service through continuous updates. 

Targeting 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 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. 

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TOTAL LICENSING CHINA

LICENSE FOR LITTLE PRINCE Medialink Animation International Limited, a subsidiary of Hong Kong-listed Medialink Group Limited has announced that it has signed a further agreement with Pomase, the owner of The Little Prince to develop a licensing program in South East Asia and Greater China. Olivier d’Agay, President of Pomase said,“Working closely with Medialink for 16 years to promote our evergreen brand Le Petit Prince in Hong Kong, China and South East Asia has been a unique experience. Together we share the success of a long-term promotion campaign based on humanist and authentic values. We have plenty of new projects to develop in the next three years, from education to entertainment. We will also emphasize our charity activities through an appropriate vehicle and our contribution to a better world.” “We are happy to continue long-term ties with The Little Prince, having worked together since 2004,” said Noletta Chiu, Executive Director of Medialink. “During the past 16 years of cooperation, we have succeeded in bringing the brand to life in Greater China. We have developed a variety of high-end, best-quality merchandise for The Little Prince which became top selling and favorite items in the market. We have also leveraged our extensive customer network to organize different entertainment and creative events, such as restaurant promotions, exhibitions and mall promotion campaigns. Moreover, we have secured a long-term partnership with the first Little Prince licensed educational institution in the world – The Little Prince Language Centre, which opened in Shanghai, and has been followed by the opening of two centers in Shanghai and Shenzhen respectively, this year.” The 29th June is The Little Prince Day. Medialink introduced this concept for promoting The Little Prince in Greater China four years ago. In 2020, The Little Prince Day campaign will be expanded globally, with the theme being ‘Life is a Journey’. This year’s theme highlights life being a journey and looking forward to the different places one can explore. The artwork resonates that there are many things ahead of us that are yet to be experienced. Consequently, new product lines and events will be launched featuring these new graphics. As next year marks the 75th anniversary of The Little Prince. Medialink will further grow the brand through its merchandise and events business in Asia, as well as by seizing relevant opportunities.

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HERMES SALES SOAR AFTER LOCKDOWN Hermès is reported to have brought in at least 19 million renminbi, or $2.7 million, in sales on the reopening day of its flagship store in Guangzhou’s Taikoo Hui earlier this month, according to a number of sources. Rare bags, including a diamond-studded Himalayan Birkin, were shipped to the location.VIPs from across the Guangdong province, the wealthiest area in China with Guangzhou its capital, descended on the store to purchase tableware, shoes, furniture and leather goods. The single-day tally, believed to be the highest for a single boutique in China, offers a confidence boost for luxury brands who are eager to get sales moving in the right direction again after the coronavirus outbreak. Data from the online marketplace, Baghunter, recently suggested that collecting the brand’s coveted Birkin bag could bring more stability — and profit — than investing in gold. The average value of the bankable Birkin has increased by 14% over the past 35 years: It is now considered a financial asset that experiences the least volatility. Throughout COVID-19, reports flagged that the secondary market price of an Hermès Birkin bag went up during the crisis, while the value of a Rolex watch, for example, dropped.

ROSIE BROOKS ART PROVES POPULAR IN CHINA As an illustrator Rosie Brooks’ work has proved really popular in China. After exhibiting at the Beijing International Book Fair she was commissioned to illustrate a series of Dickens directly working with the People’s Literature Publishing House in Beijing. The rights for many of her book illustrations have been also been sold in China in e-book format.  Her classical music themed illustrations have been particularly popular and she is talking to potential publishers and media companies at the moment and is looking to develop a licensing model for the library of music based images she has been creating for the last ten years based on music, a part of the series she won the License This! Prize at Brand Licensing in October 2019. In particular she is looking at ways of responding to the Covid-19 and the devastating financial impact it is having on the performing arts venues. She is also an Ambassador for the Department of International Trade and its Creativity is Great.


TOTAL LICENSING CHINA

TRUE AND THE RAINBOW KINGDOM ON TENCENT Guru Studios report that True and the Rainbow Kingdom Season 1 & Season 2 launched on Tencent in December 2018 and Season 3 launched a year later in December 2019, with nearly 100 million views so far On TV, True and the Rainbow Kingdom debuted in Jiangsu Learning Channel on April 2020 and is planning to launch on additional channels in 2020. In addition, a live stage show is in development and planning to launch early 2021. In terms of live events, a number of live events and mascot appearances have taken place starting in January 2019 when the brand debuted in Haixinsha Park of Guangzhou to celebrate the New Year with visitors. In July 2019 True appeared in Guangzhou GT Land Plaza to celebrate the summer holiday with kids. Finally, in December 2019 True appeared in Guangzhou Grandview Aquarium to celebrate the New Year with fans. On the consumer products side, new toys and products are in development and plan to be released into the Chinese market in late 2020.

BABY RIKI VIEWS EXCEED 3 BILLION IN CHINA

Riki Group report that views of the animated series BabyRiki on VOD Chinese digital platforms exceeded 3 billion in February this year The three seasons of the animated series are broadcast on the Tencent, iQiyi,YouKu, Mango TV, Beva, Sohu platforms,as well as on the official CCTV Kids app. On YouKu and iQiyi, the series is in the top five most popular foreign animated series in the preschool segment, along with the Peppa Pig, Puppy Patrol as well as The Fixies, another animated series from Riki Group. “It’s so exciting to watch “BabyRiki” grow and bring joy and happiness to more and more young viewers from various cultures and who speak different languages,” commented the producer of the show Alexandra Artemyeva. “Each episode contains a learning topic, a song and the whole series represents a comprehensive early development program, which is valued so much by parents from all around the world. We are happy to see an interest to our show and that it brings value to our vast audience.The BabyRiki brand is growing its presence both in terms of online and via offline stores across China.  Now there are 67 SKUs of BabyRiki toys and books available in over 500 stores in China.

ALVINNN! AIRING IN CHINA THROUGH SENYU Bagdasarian Productions’ series ALVINNN!!! & the Chipmunks, produced in collaboration with Technicolor Animation Productions, is now airing in China through Senyu, marking the first time that the show has broadcast in the territory. PGS Entertainment, the international distributor, secured the deal. “ALVINNN!!! has proven to be a beloved hit for boys and girls of all ages across the world, and we’re gratified that China is now on-board, bringing this incredible series to so many new viewers there,” says Sandrine Nguyen, managing director, Technicolor Animation Productions. “We’re proud to be a part of this extraordinary

series, with its unrivaled ratings success story, and couldn’t be more excited about this partnership in China.” “Securing broadcast in China for ALVINNN!!! was a priority for us,” commented Phillippe Soutter, co-founder, PGS Entertainment. “It’s one of the biggest territories, and this boosts viewership and awareness significantly. We’re committed to continuing our role of placing ALVINNN!!! on premium networks across the world, and this new

partnership with Senyu will help us build an even brighter future for ALVINNN!!! for many years to come.”

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授权概览中国

在中国拓展POPEYE项目

King Features Syndicate与其在香港的本 地代理商合作,展开Popeye the Sailor Man的授权项目,推出由艺术家所设计的 可收藏玩具和休闲服。 来自香港玩具公司Fools Paradise的 Po p e ye 玩 偶 系 列 , 将 电 影 和 动 画 角

色的元素相结合,打造出一个充满想 象力和创意的玩偶系列。该系列包括 Popeye、Olive Oyl和Bluto等漫画系列中 的标志性角色。其他由艺术家设计的玩偶 还包括来自西班牙著名玩具设计师Luaiso Lopez的系列,他的艺术作品以在眼睛上 使用独特的十字标记而闻名。Lopez的原 创作品融合了Popeye和他的朋友们的经 典造型以及僵尸元素。而来自香港的多媒 体艺术家Eric So则使用简单明了的设计, 让有着一对招风耳的Popeye以摆出拳击 的姿势。 此外,Ningbo Gukoo Ecommerce Company Limited还打造了一个休闲服 系列,其中包括Popeye风格的T恤衫和短 裤,非常适合休闲度假。该系列在Gukoo 线上商店及零售店均有售。 “对于Popeye来说,中国仍然是一个重 要且有影响力的市场,”King Features

副总裁兼总经理、全球授权负责人Carla Silva表示。 “而我们很高兴我们的代理商Medialink 为品牌争取到了新的机会,为亚洲市场的 粉丝们带来新的收藏品和服装。”

UYOUNG推出全新UKIDS服务 近日,UYoung中国宣布推出Ukids,为中 国家庭提供安全的全新一站式全球儿童节 目服务,旨在通过高品质的成长内容启迪 孩子们的心灵。 Ukids通过SVOD,即专门的儿童类 app,提供丰富的内容,包括从STEM、 艺术、手工、自然直至社会情感方面的 节目,它们都以其教育价值为标准,经 过精心挑选。此外,UYoung还与British Council合作,在服务的教育专区中加 入英语内容。作为中国唯一的学龄前儿 童专属SVOD服务,Uk ids为学龄前儿 童提供优质、安全、独家的内容,带来 超过3,000集来自全球娱乐节目的优质 动画片,提供英语和普通话版本。它带 来 了 超 过 20 个 主 要 I P , 包 括 : Pe p p a Pig、Bob the Builder、Thomas &

Friends、Octonauts、Sesame Street 和Hey Duggee,此外,还有全新 的内容,如Moon and Me以及Love Monster,它们会通过持续更新定期加入 到服务中。此外,还提供了超过1,000支 歌曲和音频故事。其针对拥有0-6岁儿童 的中国新中产家庭,界面简约,用户体 验友好,以家长可控制为特色,旨在鼓

励学龄前儿童激发学习兴趣,同时还专门 为英语学习提供了强大的支持。A Little Classroom栏目突出了孩子们所喜欢的动 画片的教育价值,让适龄节目得到有力的 强化,旨在培养孩子们持续的学习习惯。 英语教育专区由British Council的英语学 习专家团队为孩子们划分了从初学到掌握 的四个学习阶段。

MEDIALINK发展THE LITTLE PRINCE业务 香港上市公司Medialink Group Limited的子公司Medialink Animation International Limited日前宣布,与The Little Prince的所有者Pomase签署了进 一步的协议,在东南亚及大中华区发展授 权业务。 Pomase总裁Olivier d’Agay表示:“与 Medialink紧密合作16年,在香港、中国 大陆及东南亚地区推广我们的常青品牌 The Little Prince,这成为了非常独特的 经验。我们共同分享了基于人文主义和真 实价值观的长期推广活动的成功。未来三 年,我们有很多新的项目要发展,从教育 到娱乐都有涉及。 我们也会通过合适的载体,强调我们的

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慈善活动,强调我们对打造美好世界的贡 献。” 6月29日是“The Little Prince Day”。 早在四年前,Medialink就提出了这 一概念,在大中华区推广The Little Prince。2020年,“The Little Prince Day ”活动将在全球范围内展开,主题 是“生命是一场旅行”。今年的主题是“ 生命是一场旅行”,并期待着能够探索不 同的地方。这幅作品让人产生了共鸣,即 我们的未来还有很多东西需要去体验。因 此,新的产品系列和活动也将以这些新绘 画为特色推出。 由于明年是The Little Prince的75周年纪 念日。Medialink将通过其在亚洲的商品

和活动业务并抓住相关机会,进一步发展 品牌。


授权概览中国

RAINBOW的小猫们登陆CCTV Winx Club背后的公司,意大利的Rainbow, 近日在CCTV 14中国频道推出了动画热播剧44 Cats,收视率已经奠定了其在该频道的领先地 位。 早在今年2月份开始,44 Cats就已经在中国主 要的少儿内容频道每天播出。这部52 x 13’ 的学龄前剧集讲述了Lampo、Milady、Pilou和 Meatball的日常冒险故事,这四只小猫咪住在 Pina奶奶家,组建了一支名为Buffycats的乐队, 演奏它们自己的歌曲。这部剧集的特色在于配 乐,由著名童声合唱团Antoniano Bologna谱写 并演唱的原创歌曲及意大利传统歌曲组成。 “44 Cats以其积极向上的价值观和有趣的冒 险走进了中国观众的视野,我们对此深感自 豪,”Rainbow的CEO、该系列的创作者Iginio Straffi评价说。“我们相信,观众会欣赏我们在 这部剧中投入的热情和心血。” 44 Cats在授权和CP方面不断发展,其品牌在全 球范围内的知名度不断提升。Guangzhou Artland Holding Co. Ltd.是该品牌在中国大陆、台 湾和香港地区的消费产品代理商。 Rainbow正在进行着让中国观众感受魅力的准 备,第二季已在制作中。

HOHO RIGHTS与腾讯达成合作 近日,Hoho Rights宣布与腾讯合作, 播出学龄前动画系列Chickpea and Friends,Hoho指定The Media Pioneers 为该剧在中国的独家发行商,双方已达 成协议。 Chickpea and Friends是一个12 x 10’ 主题合集衍生剧,包括歌曲、游戏和故 事,刚刚在人气极高的VOD频道上线。

届时,腾讯视频将在夏季首播第一集 (13×5'集),该剧由著名编剧和插画师 An Vrombaut创作,以S4C现有学龄前剧 Cyw中的动物角色为蓝本。   Hoho Entertainment联合总经理Helen Howells表示:“我们很高兴能够为中国 的学龄前儿童带来这部可爱的动画片系 列,很高兴能与Maggie和她的团队合作 使其实现。Chickpea and Friends的主题 是探索,所以看到这些无畏的动物们在中 国继续它们的旅行并不会让人惊讶!” The Media Pioneers总经理Maggie Liang 则说:“我们很荣幸能代表Hoho Rights 向中国市场发行Chickpea and Friends。 这个系列是小宝宝们踏出人生第一步的理 想陪伴,我们相信中国观众一定会让这些 迷人的角色住进自己的心中。” Chickpea and Friends是一部色彩斑斓的 动画系列,由孩子们以游戏化的、不拘一 格的基调来讲述。以探索和认识世界这两

个主题为灵感,催生出了小鸡Chickpea的 冒险故事,她和她的六个动物好朋友们一 起住在一个黄色的大房子里。他们可能会 发现一只章鱼、驾驶帆船,或者在大风天 被吹得到处乱跑,一边玩耍、一边探索、 一边认识周围的世界。

MASHA THE BEAR在中国播出 俄罗斯动画工作室Animaccord让旗下动画片Masha and the Bear首次登陆中国中央电视台。从3月12日开 始,第一季和第二季在CCTV14少儿频道播出。早在其电 视首播之前,Masha and the Bear系列剧就已经在中 国新年前夕登陆中国最受欢迎的视频平台之一,西瓜视 频。

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TOTAL LICENSING CHINA

TENCENT VIDEO LAUNCHES FIRE SAFETY WITH ROI VISUAL

CHINESE APPAREL LINE FOR MIFFY

Chinese Video platform Tencent Video recently launched The Fire Safety with ROI. Launched in time for the Lunar New Year celebrations, The Fire Safety with ROI series reached a total number of 2 million hits within four days of the release on Tencent Video. The previously released series, Robocar POLI Earthquake Safety, reached approximately 1.3 billion hits cumulatively. Aside from Tencent Video, Robocar POLI released the Robocar POLI seasons one through four on the Chinese Netflix equivalent, Iqiyi, and the Robocar POLI Safety series on the Chinese YouTube equivalent,Youku. The total number of hits on all three platforms add up to 3.2 billion (in 2018), proving the popularity of Robocar POLI all around China. The Fire Safety with ROI series shows the Robocar rescue team dispatched to daily fire-related situations that Peter and his friends experience at school, at home, or at stores and solve the issue.Through the actions of ROI the fire truck, children can learn how to behave in fire accidents and how to prevent fire, as well as fire safety rules. The series comprises 26 episodes, including Don’t Hide When There’s a Fire and Be Careful in the Kitchen.

Miffy has recently signed with Chinese fashion apparel brand Eastern Camel from Fujian. Miffy is licensed for a wide range, that includes infant and children’s apparel, adult apparel and accessories. The Eastern Camel brand has 500+ stores in China and has a high end, modern and young positioning. On the 25th of March, Eastern Camel opened their first of a range of special Miffy stores in Shanghai.

RUSSIAN AND CHINESE COPRODUCTION

ON KIDS PARTNERS WITH FANTAWILD FOR MIRACULOUS

ON Kids & Family (Mediawan Group) and ZAG have partnered with Fantawild in a joint venture to develop the brand Miraculous in China.  Fantawild has acquired all Chinese rights to the property and will invest and participate in the development of the feature film. The partnership will establish Miraculous in China in all segments of business, including the launch of the series, the theatrical release of the film, licensed merchandise and promotional products, and location-based entertainment. Fantawild is one of the leading entertainment companies in China. Active in the production and creation of content, the company is renowned for Boonie Bears, the No.1 animated media franchise  in China and a Chinese theatrical boxoffice leader. Fantawild is the owner of the largest chain of theme parks in China, with 29 parks  in operation and 10 in construction. It is ranked the fifth theme park group worldwide by TEA (Themed Entertainment Association).

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Russian-based television and film production studio, Red Carpet Studio, has signed a deal with Beijing Joy Culture Media for Space Dr Cat and the animated web series Blinky and Knobby. Space Dr.Cat is a toy-based show with 2D-animated elements. The show was launched by Red Carpet last October. The number of views on the show on YouTube channel has exceeded 1m. The second season, which will include 26 episodes of 5 minutes each, is currently in production. Blinky and Knobby is a non-dialogue 3D web series launched in Russia in March 2019 at the ivi.ru one of biggest online video streaming service. Li Yan, Founder and CEO of Beijing Joy Culture Media, said, “We are pleased to begin a partnership with Red Carpet Studio because the mission of their kids projects is fully consistent with ours - not only to entertain, but also to educate children and their parents. Apart from this, I would like to note that Space Dr. Cat attracted us with its craft toy show format, as well with as a combination of edutainment and social values. ”


授权概览中国

TEMPTING国际品牌集团最著名的三个品牌:

ROUTE 66(美国66号公路) Marie-Antoinette 和 Hi Puppy; Tempting品牌集团成立于2008年,在瑞 士、荷兰和罗马尼亚均设有办事处。其中 ROUTE 66(美国66号公路),MarieAntoinette和Hi Puppy是最受欢迎的三 个品牌,并在欧洲、美洲和亚洲地区的品 牌授权业务获得成功。Tempting品牌集团 的设计师们为这些品牌发展了成百上千的 时尚图库设计支持,以帮助授权商获得成 功。 ROUTE 66(美国66号公路)是美国经典 生活方式的代表品牌,在国际上无疑是成 功和经久不衰的的。这个美国标志性品牌 一直散发着一份独特的自由和怀旧情感, 使其非常适合服装、鞋类及时尚配饰如太 阳镜、钱包、背包、皮带等产品。ROUTE 66(美国66号公路)品牌有着丰富的多样 性,在众多国家的店铺里可以发现ROUTE 66美国66号公路)已成功的延伸到家居 装饰、学讯商品、自行车、汽车配件和 葡萄酒等。自1995年以来,ROUTE 66 (美国66号公路)就一直在欧洲这个最 繁荣的品牌市场深耕,ROUTE 66(美国 66号公路)品牌的眼镜在超过15,000多 个零售店铺销售,成为迄今为止最悠久的 合作伙伴关系。ROUTE 66(美国66号公 路)品牌的服装产品通过全球领先的快时 尚零售品牌商Pull&Bear,Cortefiel和

Tempting品牌集团是一些 独特品牌的全球拥有者,这 些独特品牌已成功的衍生到 各种品类,并得到全球消费 者的广泛认可。

Peacocks进行销售。ROUTE 66(美国 66号公路)在中国的代理公司是北京太合 尚智广告有限公司,如有兴趣可通过邮件 联系:tigerbrandman@gmail.com;或 者联系人:梁虎先生、手机/微信: 159 2121 1079. Marie-Antoinette品牌面向女性消费 者,是对Tempting 集团品牌阵营的一个 补充。该品牌的发展一直与ROUTE 66 保持一致。随着2016年在伦敦的上市发 布,Tempting 集团推出了有史以来授权 行业第一个有关Marie-Antoinette品牌的 风格指南。2017年,设计团队重新调整了 方向,为该品牌推出了新时代下的趋势指 南。从围绕品牌发展角度出发,时装设计 师使用了所有的手段来展示品牌所能提供 的无限机会。包含Marie-Antoinette风格 指南中元素的作品,趋势指南是现成的图 库,可供授权商直接使用,包含了从运动 和内衣到商务及奢华产品的设计图库。精 心设计,散发着浪漫和历史气息,MarieAntoinette品牌针对的是成熟、时尚的 女性。Marie-Antoinette授权产品在全 球范围内销售如智能手机配件及在美国、 英国和德国的亚马逊上出售大量的MarieAntoinetteT恤。目前我们在中国市场寻 求合作伙伴,从服装到眼镜、箱包、行李 箱、洗漱用品、香水、家用纺织品等,都 有机会获得Marie-Antoinette品牌的授 权。 Tempting 集团的第三个品牌是Hi Puppy,形成一个完整品牌组合,欲在中 国市场寻求授权合作伙伴。 Hi Puppy品 牌最近在欧洲推出,正式进入儿童产品 授权市场,也是第一个聚焦男童的生活 方式品牌! 拥有卓越的标志性 徽标及涵盖了广 泛主题的设计图 库涉及兴趣爱好、 节日、工作、学讯 等,使得被授权商可 以在服装、背包、玩 具、学讯和家居饰品等 类别中快速衍生出易于 识别的产品。 Hi Puppy品牌可为授权 商产出稳定和长期的收入来源,传统 上授权商由于男童产品的季节性库存及

短期受欢迎程度特性, 不得不谨慎的安 排计划。但Hi Puppy品牌的却适合常年 的计划。 Tempting集团致力于将商标变成品牌! 我们为拥有世界上最有趣和最具吸引力 的一些品牌而感到自豪,并期待将其授 权予全球领先的零售商和制造商合作伙 伴。Tempting集团通过创新的网站、富 有创意的品牌指引支持合作伙伴进行品牌 营销。我们创建与时俱进的风格指南和 产品设计以支持我们的客户,我们的愿景 是提供最佳的业务和产品开发支持!请 关注我们的网站www.temptingbrands. com,如您对我们的品牌授权有任何兴 趣,请与我们联系: license@temptingbrands.com.

有关更多信息, 请访问Tempting品牌集团网站

www.temptingbrands.com 或将您的问 题通过邮件发送给:

licensing@temptingbrands.com 13


授权概览中国

无限的授权潜力 emoji®品牌正在中国市场中不断发展壮大。为了了解更多关于他 们在中国市场的业务拓展计划,Total Licensing采访了Marco Hüsges,emoji®这一成功品牌的CEO兼创始人。

emoji®品牌的想法从何而来? 很坦率地说,最初的想法是在2013年年中 度假时突然产生的。我和其他人一样, 我在数字交流中使用图标,但仅仅如此 而已。 在2年的时间里,我仔细分析了市场,因 为象形文字的表现力和传播潜力给我留 下了深刻印象,经过研究后,我制定了一 个策略,将这一数字现象转化为有形产品 和服务的生活方式品牌。从那一刻起,我 们完全从零开始建立了emoji®品牌,我们 在全球商标保护、内容开发、品牌和发布 策略等方面进行了重金投入,最终在2015 年向授权业界展示了这一品牌。在这之 后,emoji® - The Iconic Brand在市场上 掀起了一阵风潮,经过多年的发展,它 成为了全球最知名、最成功的生活方式 品牌之一。

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您能否介绍一下emoji® - The Iconic Brand自建立以来,在全球范围内是如何 成长的? emoji®品牌自2015年推出以来,在全球范 围内取得了不可阻挡的增长。 目前,我们已在全球100多个国家和地区 建立了品牌。我们正与我们的专属授权商 一起开发快速消费品、娱乐相关服务、促 销、景点和活动。emoji®品牌及其相关的 品牌角色和设计的多样性和深度,使我们 能够进入不计其数的授权类别,并为我们 打开了超越标准授权潜力的机会。2018 年,emoji公司在全球150大授权商中排名 第57位,零售额突破8亿美元。我们与800 多家全球企业建立了合作关系,并与全球 各地的行业领袖和蓝筹企业合作。 为什么您认为emoji品牌在产品和服务上 能够如此有效?

我们的品牌代表了最纯粹的沟通和参与形 式。它的表现力是独一无二的,它具有强 大的能力,能够传达出直截了当、全世界 的人们都能够理解的消费者信息。每个人 都能够认同本品牌。emoji®是一个适合全


授权概览中国 都可以找到。我们运营着多个DTR 项目,在时尚精品店、专卖店、百 货商店、当然还有网店销售。经销 渠道包括天猫、淘宝、VIP、京东商 城、Miniso、AEON、Watsons、万达广 场、Family Mart,、7Eleven等。

家人的政治正确的生活方式品牌 - 使用方 式有趣且适用于任何领域,使其成为全球 最有价值的生活方式品牌之一。emoji®品 牌反映了人类的情感和习惯,真正与受众 建立了联系。这一品牌的应用范围是无限 的,它可以让我们的授权商,无论在任何 行业都能与消费者普遍接触,不会造成任 何传播上的损失。 你们是什么时候、如何进入中国市场的? 我们在很早期的时候,2016年初就进入了 中国市场。从这个时候,我们就开始和代 理商Medialink合作,并因此在品牌策略 和产品研发上进行了优化。 您认为emoji是新的“全球”语言吗? 毫无疑问,图标在数字交流中的使用是一 种全球性的现象,全球各地的人们都在使 用这种互补性的交流方式来进行沟通。它 使人类能够以更快的速度、更易理解的方 式进行沟通,而且还很有趣! 就中国而言,第一批以emoji®品牌为特色 的产品是什么? 我们最早在服装和家居生活类中建立合 作关系。我们与各种公司展开合作,如与 Peacebird等公司进行服装合作,与New Era进行头饰合作,与Bossini、J-Tex进 行床上用品合作,同时也与Nikon或Fuji Photo等公司进行了一些早期的推广和广 告合作。   这些产品的零售场所在哪里? emoji®官方品牌的产品在全国各地

您是否能够给我们介绍一下你们在中国的 所有活动? 中国是我们最重要的市场之一。多年来, 我们与我们的代理商Medialink一起, 与一流的合作伙伴建立了卓越的合作关 系。我们的客户产品组合包括Kipling的 箱包、Mead Johnson的营养品、Vinda 的纸巾、Unilever的Pond's、L´Oreal 和Safiya的鞋类、Bejing Gold的珠 宝、Chevrolet的广告、Listerine的促 销活动、Saint Honore的蛋糕,以及MJ Style的服装DTR等等。我们与Viva Malls 等合作伙伴定期在中国各地开展充满活力 的商场活动。我们与我们的授权商一起 创造虚拟体验,并运营各种有趣的活动, 如emoji®品牌健身日、emoji®品牌跑步活 动、emoji®品牌宠物体验等。这样的活动 保证了永久性的品牌知名度和消费者参 与度。 你们计划如何在市场中进行业务拓展? 我们的拓展基于多个方面和行动。 emoji®品牌已经成为一个真正面向青少年 和年轻人的生活方式品牌。2020年,我 们将看到一些全球范围内的时尚合作, 以及专门针对中国市场的合作,这样既能 保证全球和本土的知名度,又能保证品 牌认知度。 2019年,我们在中国大陆推出了首批3家 emoji®单一品牌服装店。这都是我们在 中国的大型扩张计划的一部分。我们预 计在2020年再开设10家单一品牌店,目 标是在未来5年内至少开设100家单一品 牌店。 近来,我们和我们的中国合作伙伴一起, 在天猫商城上推出了emoji®品牌店,当 然,我们也将很快扩展到其他线上平台。 我们还将从2020年开始在中国全国范围 内推出emoji®品牌茶叶店。在中国,消费 者喜欢与品牌互动,而我们不断运营的商 场大小活动,正是emoji®品牌最适合的。 在中国各地的促销活动同样也是如此,这 不仅能带来收益,而且对品牌认知度也有 很大的影响。 在此基础上,我们全年都会提供多种吸引 人的新风格指南可供选择,以激发授权商 的灵感,并对某些产品类别进行更新。 我们还会提供一些精选品牌合作产品, 比如我们将在2020年全年在中国推出的 emoji® By Britto。 此外,我们还将与代理商一起开发个性化

的、针对中国市场的风格指南,以满足当 地市场的口味。中国市场潜力巨大,但 要想成功,西方品牌尤其需要克服一定的 挑战,满足文化需求,并学会了解中国 市场。emoji®品牌的通用性和中国消费者 对其现有的接受度,是我们在中国成功 的一个明显的竞争优势,我们有信心在 未来几年内,在中国的品牌潜力将超过 平均水平。

17


TOTAL LICENSING CHINA

The National Gallery expands in China

For more information about global licensing at the National Gallery contact: licensing@nationalgallery. co.uk

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The National Gallery, London continues to develop licensing activity in China The National Gallery tells the story of European art from the late medieval period to the early twentieth century. From its home in London’s Trafalgar Square, the Gallery collects and cares for some of the world’s greatest paintings. Founded in 1824, the collection has over 2,300 pictures. Its story spans 700 years, with paintings from Renaissance Italy and by the French Impressionists. The Gallery is home to Van Gogh’s Sunflowers, Monet’s The Water-Lily Pond,Van Eyck’s The Arnolfini Portrait, Velázquez’s The Rokeby Venus and Turner’s The Fighting Temeraire. The richness of the collection has caught the imagination of audiences in China. The Gallery’s licensing story goes from strength to strength. Working closely with Alfilo Brands, the master licensee in China, the success of the partnership is down to a real understanding of the audiences in China and their appreciation of European art. In 2018 the partnership was launched with a 30-metre-long ‘Cultural and Art Corridor’ in the Shanghai metro.

Around 6 million commuters saw the advertising and merchandise campaign over 30 days. Later that year, the National Gallery opened their first experiential and interactive pop-up store in Asia’s largest retail mall in Guangzhou, attracting 150,000 customers over four days. The following year, a second pop-up shop, ‘National Gallery Store in the Sky’, opened on the 116th floor of the Shenzhen Pin An Financial Center, the fourth tallest building in the world. In 2019, the National Gallery took part in China’s first ‘Global Museum Day’ on JD.com, the largest self-operated ecommerce platform in China, again in collaboration with Alfilo Brands. It was co-sponsored by the National Gallery, London, The Metropolitan Museum of Art, New York, the V&A, London, and the Museum of Fine Arts, Boston, who developed bespoke products for the platform with various partners. The event generated 1 billion brand impressions in the Chinese market. The first National Gallery online store launched on TMall, operated by the Alibaba Group, and the Gallery also sold merchandise through the Museums and Galleries Collection store

in Shanghai. New TMall & JD stores will be launched this year. The first Delicious Art™ café will also open in Shanghai. In addition to developments in retail and merchandise, the National Gallery have also been bringing their art to the forefront of learning by running a series of workshops at the Liu Haisu Museum and at the Shanghai Academy of Fine Arts. “We are delighted by the growth and success in China and our collaborative relationship with Alfilo Brands. One of our key aims is to raise awareness and expand our reach into new markets, and China has become one of our success stories. We have been able to launch new and innovative experiences and have tapped into modern museum retail in one of the most advanced digital buying markets globally. The Chinese audiences have a true appetite for learning and immersing themselves into European art and history, and we are delighted to be able to showcase that through unique and engaging approaches and bespoke product development.” Judith Mather, National Gallery Company, Director of Buying and Brand Licensing.


授权概览中国

国家美术馆在中国扩展业务 伦敦国家美术馆继续在中国开展授权活动 国家美术馆展现了从中世纪晚期到二十世 纪初的欧洲艺术历程。美术馆位于伦敦的 Trafalgar Square,收藏并维护着世界上 最伟大的一部分绘画作品。 国 家 美 术 馆 成 立 于 18 2 4 年 , 拥 有 超 过 2,300幅画作。它的历史跨越了700年,收 藏了文艺复兴时期意大利和法国印象派的 绘画作品。国家美术馆收藏有梵高的《向 日葵》、莫奈的《睡莲池》、凡-艾克的《 阿尔诺芬尼夫妇像》、委拉斯凯兹的《镜 前的维纳斯》、透纳的《被拖去解体的战 舰无畏号》等。 丰富的藏品激发了中国观众的想象力。 美术馆的授权业务不断发展壮大。 它与中国的总授权商Alfilo Brands紧密合 作,其合作的成功得益于对中国观众的真 正理解和对欧洲艺术的欣赏。 2018年,该合作项目在上海地铁推出了长

有关国家美术馆全球授权的 更多信息,请联系: licensing@nationalgallery. co.uk

由Alibaba Group运营的首家国家美术馆 网店在天猫商城上线,美术馆还通过上海 的Museums and Galleries Collection商 店销售商品。今年将推出新的天猫和京东 网店。首家Delicious Art咖啡馆也将在上 海开业。 除了在零售和商品方面的发展,国家美术 馆还通过在刘海粟博物馆和上海美术学院 举办一系列的讲习班,将他们的艺术带到 了学习的前沿。 “我们很高兴看到业务在中国的增长和成 功,也很高兴与Alfilo Brands建立合作关

系。国家美术馆的主要目标之一就是提高 知名度,扩大其在新市场的影响力,而中 国已经成为他们的成功案例之一。他们能 够在全球最先进的数字购买市场之一推出 全新的创新体验,并对现代博物馆零售业 进行了深挖。 “中国的观众对学习和沉浸在欧洲艺术和 历史中有着真正的兴趣,我们很高兴能够 通过独特的、引人入胜的方式和定制化 的产品开发来展示这一点,”National Gallery Company购买和品牌授权总监 Judith Mather说。

达30米的“文化艺术长廊”。在30天的 时间里,约600万名地铁乘客看到了广告 和商品活动。 同年晚些时候于广州,国家美术馆在亚洲 最大的零售商场开设了其第一家体验式 及互动式快闪店,四天内吸引了150,000 名顾客。次年,第二家快闪店“National Gallery Store in the Sky”在世界第四高 楼的深圳平安金融中心116楼开业。 2019年,国家美术馆在中国最大的自营电 商平台JD.com上参加了中国首个“全球 博物馆日”活动,再次与Alfilo Brands合 作。 此次活动由国家美术馆、纽约大都会艺术 博物馆、伦敦V&A、波士顿美术馆联合主 办,并与多个合作伙伴共同开发了平台定 制产品。 此次活动在中国市场产生了十亿的品牌印 象。

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V&A(伦敦维多利亚与艾尔伯特博物馆) 屡获殊荣的授权计划为众多产品类别提供 了几乎无限的设计灵感来源。凭借主要地 区中授权商和零售商新开展的活动,博物 馆继续扩大其产品供应和全球影响力。 2019年是该计划取得巨大增长的一年,尤 其是在东亚地区,V&A团队与主要授权商 Alfilo Brands合作,推动了雄心勃勃的授 权计划、零售合作和快闪店。在过去的一 年里新增了十家授权商,产品范围包括化 妆品、鞋类、家庭用品、行李箱和眼镜。 V&A首次与Shiseido合作,推出了一系 列精美的限量版礼品套装。Shiseido品牌 Pure & Mild、Aquair、Ma Cherie和Za 以V&A档案馆为灵感,设计了一系列的礼 盒,从日式风格的帆布包,到以英式家具 面料为基础的手帕和头饰,每一款礼盒都 有着独特的设计。全面的市场营销和新闻 宣传活动包括在V&A以英国国家艺术图书 馆和世界上第一家博物馆式咖啡馆为背景 拍摄的摄影作品 – 这本身就是一场视觉 盛宴! V&A在中国最新推出的产品是与另一个美 妆品牌 - Lansur的合作。这一系列产品包 括粉底、遮瑕膏、唇膏,以及以Alphonse Mucha创作的兼具风格化和艳丽的新艺术 派肖像画 “Zodiac”为装饰的眼影盘。 其他发布的产品还包括:V&A高级珠宝在 中国的独家零售商,高级珠宝顶级零售商

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周生生以1863年的红宝石银箔皇冠为灵 感,让精致皇冠系列得到拓展;还有克特 多金象,推出了第二个限量版巧克力礼盒 系列,就在今年春季和 V&A继续与JD.com、天猫商城等中国大 型网络零售商合作。去年年底,他们与 Shiseido合作,参加了JD.com首次举办 的“超级博物馆日”活动,推广V&A的藏 品。事实证明,推广活动非常成功,当天 吸引了在线观众230,000人。 随着艺术在中国越来越受到欢迎,尤 其是在年轻一代中的普及,进一步的 活动还在继续。在此前中国V&A体验店 获得成功的基础上,V&A于2019年底在

上 海 K 11 的 天 猫 理 想 生 活 体 验 中 心 开 设 了一家快闪店。该店与天猫俱乐部合 作,开业一周,展示了来自四家授权商 的产品:Basto、Twinings、4inlook和 Lomography。今年5月,V&A将再次联 手天猫商城,参与国际博物馆日活动。顾 客可以为自己最喜欢的博物馆“人物” 投票,其中V&A的代表是Victoria女王和 Albert亲王。 V&A在中国的社交媒体上不断获得认可, 甚至还获得了第一个奖项:V&A的微信账 号被证明是该平台上表现最好的新秀。事 实证明,精心设计的内容发布、有针对性 地与KOL合作,以及专注于强调博物馆与


授权概览中国 台建立联系,这是服装授权商LIDC与LG Electronics之间的一项交易,向忠诚客户 提供V&A的促销日志。今年夏季还将推出 与时尚品牌Michaa的合作产品。这是一个 令人兴奋的新产品系列,将推出一系列令 人惊叹的女式服装,每款新品的灵感都来 自于V&A档案馆所收藏的艺术与手工艺大 师William De Morgan的装饰设计。 博物馆继续扩大其在日本的影响力,今年 有两家新的日本授权商推出新品:Aurora 带来一系列奢华丝巾,而Texet则带来窗帘 布艺。

中国访客的关联性,这三者的结合是制 胜的法宝。在2019年,V&A的微博账号入 选“2019年10大最具创意的博物馆/文化 机构微博账号”,这也是唯一一家获此殊 荣的海外博物馆。 在韩国,V&A的合作项目之一是通过移动 商店Kakotalk Store与该国最大的信使平

英国的授权商也在不断发展壮大:Wild & Wolf推出了一系列精美的化妆品和美妆及 礼品配饰,其灵感来自工艺美术运动。而 英国线上百叶窗市场的领军者Blinds 2Go 则在3月推出了首个V&A系列。新系列的 灵感来自于V&A馆藏的大量墙纸和William Morris的纺织品,是对原始设计的现代改 编。 V&A已在英国B&LLAS和Licensing International Awards中获得九项提名, 其中包括“最佳传统品牌”,以表彰所有 这些活动。

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The three most famous Tempting Brands:

ROUTE 66, MARIE-ANTOINETTE and HI PUPPY Tempting Brands is a global brand owner of unique brands that are easily extendible into various product categories and are widely recognized by their target audience. Incorporated in 2008, Tempting Brands has offices in Switzerland, Netherlands and Romania. ROUTE 66, MarieAntoinette and Hi Puppy are some of the most popular brands, successfully licensed in Europe, Americas and Asia. These brands are being supported by rich Style

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Guides and Fashion catalogues with hundreds of designs and concepts created by the designers from Tempting Brands. ROUTE 66, the authentic American lifestyle brand, is

and wines are present in the stores in many countries. In Europe, one of the most flourishing markets for the brand, ROUTE 66 has been present ever since 1995. The ongoing sunglasses license, sold in over 15,000

without any doubt, an international success. The iconic brand communicates a feeling of freedom which makes it very suitable for clothing, footwear, fashion related accessories like sunglasses, wallets, bags, belts. There are almost no limits in the ROUTE 66 brand’s versatility since home decoration, back to school, bicycles, car accessories

locations is the most longstanding partnership to date. ROUTE 66 has managed to enter the big fashion retailers world by having clothing sold in famous stores like Pull&Bear, Cortefiel and Peacocks.The the official ROUTE 66 representative in China is the company Beijing TaiheShangZhi Advertising Co. Ltd which can be contact at tigerbrandman@gmail.com or contact person: Mr. Tiger via Cell/ WeChat: 159 2121 1079. The brand Marie - Antoinette is coming as a complementary addition to Tempting Brands portfolio, targeting the female consumer. The development of the brand has been a mirror of that of ROUTE 66, using the


TOTAL LICENSING CHINA

acquired knowledge over the years to value for the new brand.With its launch at the 2016 edition at the show taking place in London, Tempting Brands has introduced the first ever Style Guide for the Marie-Antoinette brand in the licensing industry. In 2017, the design team took a turn in a completely new direction, and developed a Fashion Guide. Moving further from the mere development of artworks around the brands, the fashion designers have used all available tools as to showcase the limitless opportunities the brand offers. With creations containing elements from the Marie-Antoinette Style Guide, the Fashion Guide came as a ready-made tool to be used by our licensees. It contains technical sketches for products ranging from Sport and Lingerie, to Business or Luxury outfits. Well designed, with a scent of romance and history, the Marie-Antoinette brand targets the sophisticated, stylish, fashion conscious woman. The licensed

products are present on a worldwide level for product categories such as smartphone accessories and find a vast collection of Marie-Antoinette T-shirts on Amazon US, UK and Germany. The opportunity to acquire the license for the brand Marie-Antoinette is wide open from apparel to eyewear, bags, luggage, toiletries, perfumes, home textiles.

fast in categories such as apparel, backpacks, toys, back to school and home decoration. Hi Puppy offers a stable and long-term revenue stream for licensees who traditionally have to plan their stocks carefully due to the seasonality and short-term popularity of other boys’ brands. Hi Puppy is a brand for all your round, year after year.

To complete its portfolio, the 3rd brand from Tempting Brands with licensing opportunities in China is Hi Puppy. Recently launched in Europe, the brand Hi Puppy is making its entrance in the licensing market for children’s products with what seems to be a hit before it is launched: the first real lifestyle brand for boys! For little, big boys. With a superbly executed logo and a ton of artwork covering a range of topics, such as hobbies, festivities, jobs, school and seasons potential licensees can make highly recognizable products

At Tempting Brands the team turns trademarks into brands! They are proud to own some of the world’s most intriguing and enticing brands and they license them to leading retailers and manufacturers worldwide. With innovative websites and creative brand books Tempting Brands supports its partners to market the brands. They create state-of-the-art Style Guides and product designs to support their customers and they are on a mission to provide the best possible business and product development support!

For more information, visit Tempting Brands at www. temptingbrands.com or send your inquiry to licensing@ temptingbrands.com

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Limitless Licensing Potential The emoji® brand is growing and expanding in the Chinese marketplace. To find out more about their chinese expansion plans, Total Licensing talked to Marco Hüsges, CEO and creator of the successful emoji® brand. Where did the idea for the emoji® brand come from? To be perfectly honest the initial idea came out of the blue while being on vacation in the middle of 2013.Like everyone else I was using icons in my digital communication but that was simply it. Over a period of 2 years I carefully analysed the market as I was impressed by the expressive power and the potential to communicate by using pictographs which, after my research, lead to the development of a strategy for turning this digital phenomenon into a life style brand for tangible products and services. From that moment onwards we completely created the emoji® brand from scratch, we made heavy investments into global trademark protection, developing content, brand and launch strategies and finally presented the brand to the

world of licensing in 2015. After this, emoji® - The Iconic Brand - took the market by storm and over the years the brand became one of the most recognized and globally successful lifestyle brands. Can you tell us how emoji® The Iconic Brand, has grown, globally, since it began? Since its launch in 2015 the emoji® brand has enjoyed unstoppable growth all around the world. Nowadays the brand is established in more than 100 countries around the globe. We are developing FMCG´s, entertainment related services, promotions, attractions and events together with our dedicated licensees. The variety and the depth of the brand and its related emoji® brand characters and designs enables us to tap into countless licensing categories and opens up opportunities way

beyond the standard licensing potential. By 2018 the emoji company ranked at # 57 amongst the Top 150 Global Licensors and surpassed a retail turnover of more than US $800 million. We operate partnerships with more than 800 global corporations and work with industry leaders and blue-chip companies all over the world. Why do you think the emoji brand works so well on products and services? Our brand stands for the purest form of communication and engagement. Its expressive nature is a one-of-akind and it has the powerful ability to convey straightforward and globally understandable consumer messages. Everyone can identify themselves with the brand. emoji® is the politically correct lifestyle brand for the entire family - fun to use and applicable in any area which makes it one of the world’s most valuable

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TOTAL LICENSING CHINA be found all across the country. We operate multiple DTR programs, sell in fashion boutiques, speciality stores, department stores and of course online. Distribution channels include TMall, Taobao,VIP, JDMall, Miniso, AEON, Watsons, Wanda Plaza, Family Mart, 7Eleven and many more.

lifestyle brands. The emoji® brand mirrors human emotions and habits and truly connects with the audience. The brand´s scope of application is limitless and it allows our licensees, from any industry, to universally engage with their consumers without any spreading loss. When and how did you first enter the Chinese market? We entered the Chinese market at an early stage, at the beginning of 2016. Since this time we have been working with our agent Medialink and, as a result, have been optimizing brand strategies and product development. Do you see emoji as being the new ‘global’ language? Without a doubt the usage of icons in digital communication is a global phenomenon and people all around the globe use this complementary way of communication in order to connect. It enables mankind to communicate faster, in an intelligible way and it is fun as well! In terms of China, what were the first products featuring the emoji® brand in the territory? Our first partnerships were in the apparel and home and living category. We worked with companies such as Peacebird for apparel, New Era for headwear, Bossini, J-Tex for bedding but also did some early promotions and advertisement partnerships with companies such as Nikon or Fuji Photo.   Where were these products retailed? Official emoji® brand products can

Can you bring us up to date with all your activities in China? China is one of our most important markets. Together with our agent Medialink we have been able to secure fantastic partnerships with best in class partner over the years. Our client portfolio includes partners such as Kipling for bags, Mead Johnson for nutrition,Vinda for tissues, Unilever for Pond’s, L’Oreal, Safiya for footwear, Bejing Gold for jewelry, Chevrolet for advertisements, Listerine for a promotion, Saint Honore for cakes, and MJ Style for an apparel DTR, amongst many others. Regularly and all across China we are developing energetic mall events with partners such as Viva Malls. We create virtual experiences and operate fun activities such as the emoji® brand fitness day, the emoji® brand run and the emoji® brand pet experience together with our licensees. Such activities guarantee permanent brand visibility and consumer engagement. How are you looking to expand in the marketplace? Our expansion is based on multiple aspects and actions. The emoji® brand has become a true lifestyle brand for teenagers and young adults. In 2020 we will see some worldwide fashion collaborations as well as dedicated collaborations for the Chinese market that will ensure both global and local visibility and will ensure brand awareness. In 2019 we launched our first 3 emoji® mono brand apparel stores in Mainland China. This is all part of a big expansion plan here in China. We expect to open 10 more mono brand stores in 2020 and the target is to open at least 100 mono brand stores in the next 5 years.

Together with our Chinese partner we just recently launched the emoji® brand store on TMall and of course we will soon expand to other online platforms. We are also going to launch emoji® brand tea stores all across China, starting in 2020. In China the consumer loves to interact with brands and we are continuously operating mall events and activities which the emoji® brand is perfect for. The same applies to promotional campaigns all across China which not only generate revenue but have a great impact on brand awareness. On top of that, we offer a wide selection of appealing new style guides throughout the year to inspire our licensees and to refresh certain product categories. We also offer some selected brand collaborations such as emoji® By Britto which

we are going to launch in China throughout 2020. In addition to that we are developing individual, China-specific styleguides together with our agent to meet the taste of the local market. The potential in China is vast but in order to succeed Western brands in particular need to overcome certain challenges, meet cultural demands and learn to understand the Chinese market. The universal character of the emoji® brand and its existing acceptance by the Chinese consumer is a clear competitive advantage for our success here in China and we are confident to grow our brand potential in China above average in the coming years.

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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

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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


TOTAL LICENSING CHINA 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.

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-

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.

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’.

Licensees in the UK continue to grow from strength to strength:Wild & Wolf introduced a beautiful new range of

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授权概览中国

MOLANG赢得了中国粉丝的青睐 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。 2 018 年 , M o l a n g 进 入 中 国 市 场 , 并 迅 速 获 得 了 令 人 瞩 目 的 粉 丝 群 体 。 2 019 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CCT V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。

ROBOCAR POLI讲述消 防安全 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。

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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


授权概览中国

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。

BABY RIKI在中国播放量突破30亿

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Peppa 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。

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授权概览中国

THIS IS IRIS和ZESPA MEDIA将艺术家领入中国市场

俄中合作生产

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。

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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。


TOTAL LICENSING CHINA

RAINBOW’S CATS ON CCTV 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.

MASHA ON AIR IN CHINA

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.

www.totallicensing.com HOHO RIGHTS PARTNERS WITH TENCENT 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.

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TOTAL LICENSING CHINA

RICKY ZOOM ON CCTV 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

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MOLANG PROGRAM GROWS 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.


TOTAL LICENSING CHINA

UYOUNG DEBUT NEW UKIDS SERVICE 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.”

For up to the minute licensing news and views, visit www.totallicensing.com 32


TOTAL LICENSING CHINA

International Licensing Agent Representation in a COVID-19 World

By George Williams, Managing Director, LMCA Asia GeorgeW@LMCA.net George is a pioneer in bringing brand licensing into Asia. He has represented major international brands in the negotiation and management of strategic alliances for more than 20 years. He has a wealth of experience in the inner workings of China’s distribution, marketing and retail industries. George has an MBA from the University of Chicago and a BS in Economics from Colorado College.

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As the whole world locks down in a battle against COVID-19, global and regional travel restrictions are making the world a much bigger place than it was just a few months ago. With some medical experts projecting a long, potentially seasonal battle against COVID-19, multinational companies and brands may need to seriously re-examine how they manage and support their operations and business partnerships in different markets around the world. From our offices in Shanghai, we at LMCA Asia are already seeing an increasing reliance on our presence on the ground in China to assist clients with managing corporate trademark licensing programs and identifying qualified partners to be part of their global brand extension strategies. Clients who actively manage their programs around the globe via frequent visits to align on product design and development, MARCOM and quality management are not just stuck in their home countries. They’re stuck in their homes. Some until June 2020, and possibly longer. This is inhibiting their ability to ad-

equately monitor and support their licensees, and it could very well become the new normal. Just as we’re seeing a significant turn towards online learning to limit the spread of the virus in schools and universities, as well as video conferencing in the business world, communications technology will become an even more important component of licensee management and support. But in many cultures around the world, including China’s, there is no substitute for face-to-face communications and evaluation of potential partners. Knowledgeable third parties with regional expertise will continue to play a vital role in partnership with both licensors and licensees. Time and again, we are called upon by our brand clients to advise on the cultural nuances and local business practices in China so that they can effectively navigate this important market and maximize their opportunities here. And the cultural divide cuts both ways with licensees reaching out to us to assist in communicating their challenges to Western licensors, as they,

too, want to maintain a stable partnership for the long term. Having experienced, local resources on the ground in markets like China has always been an essential element to developing and managing successful brand extension licensing programs, but what portends to be a severe financial downturn for the global community, impacting budgets across everything from travel to staffing, will make it increasingly difficult for most brand licensors to support programs in the fashion that they have grown accustomed to, or are aspiring to. Then there are the potential health and safety issues associated with things like long distance air travel in what may become a revolving door of surges in infections related to the coronavirus. With resources stretched thin, and the safety of staff paramount, many will turn to knowledgeable local resources that can offer a cost-effective solution to licensing program management, while supporting the health and safety of their staff during what may prove to be very uncertain times in the months and potentially years ahead.


授权概览中国

国际授权代理在 COVID-19世界性疫情下的表现 随着整个世界对抗COVID-19的战斗陷入 胶着,全球性和区域性的出行限制正在使 世界变得比几个月前要大得多。 一些医疗专家预测,与COVID-19的斗争 会是一场长期的、可能是季节性的战斗, 跨国公司和品牌因此可能需要认真地重新 审视他们管理和支持其在全球不同市场的 运营和业务合作的方式。 从在上海的办事处中,我们LMCA Asia已 经看到,客户对我们在中国的实地服务的 依赖性日渐增加,以便协助其管理企业商 标授权项目,并寻找合格的合作伙伴,成 为他们全球品牌延伸战略的一部分。 那些通过频繁访问全球各地来积极管理其 项目,不会仅仅在自己的本国驻留,以便 在产品设计和开发、MARCOM和品质管理

上进行协调的客户。 他们被困居家中。有的人要等到2020年6 月,甚至可能需要更长时间。 这抑制了他们充分监控和支持授权商的能 力,而且很可能成为新常态。 就如同我们所看到的,学校和大学大量转 向在线教学以限制病毒的传播,同时视频 会议在商业领域中也是如此,通信技术 将成为授权管理和支持中更重要的组成部 分。 但在全球诸多文化,包括中国的文化中, 对潜在合作伙伴的面对面沟通和评估是无 法替代的。 在与品牌商和授权商的合作中,掌握大量 区域性专业知识的第三方将继续发挥重要 作用。

我们的品牌客户一次又一次地要求我们就 中国的文化细微差异和当地的商业惯例提 供建议,以便他们能够有效地驾驭这个重 要的市场,并最大程度把握机会。 而文化上的差异是双向的,授权商也与我 们接触,希望我们帮助他们向西方品牌商 传达他们遇到的挑战,因为他们也希望长 期保持稳定的合作关系。 在中国这样的市场上拥有经验丰富的本地 资源,一直是开发和管理成功的品牌延伸 授权项目的重要因素,但全球经济的严重 衰退将影响到从差旅到人事的一切事务的 预算,这将使大多数品牌商越来越难以以 他们已经习惯或期望的方式支持项目。 然后是与长途航空出行等相关的潜在健康 和安全问题,这可能会成为与冠状病毒相 关的传染病激增的中转站。 随着资源捉襟见肘,且工作人员的安全至 关重要,许多人将求助于掌握大量知识的 当地资源,这些资源可以为授权项目管理 提供一个具有成本效益的解决方案,同时 在未来几个月乃至几年这可能会被证明是 非常不确定的时期中,支持其工作人员的 健康和安全。

作者:George Williams, LMCA Asia 总经理 GeorgeW@LMCA.net George是将品牌授权引 入亚洲的先驱。他代表主 要国际品牌进行战略联盟 的谈判和管理已有超过20 年。他对在中国的分销、 营销和零售业的内部运作 有着丰富的经验。George 拥有University of Chicago 的工商管理学硕士学位和 Colorado College的经济 学学士学位。

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授权概览中国

Total Licensing China与Jianbo Wei,WildBrain 中国区总经理进行 了交流

采访: WildBrain中国区总经理Jianbo Wei 新的职位涉及哪些方面? JianboWei:作为WildBrain中国区总经 理,我最重要的工作是根据市场趋势和消 费者需求,制定、维护和实施公司在中国 的战略。我们要确保我们的业务以适当的 方式处理好这个快速发展的巨大市场。 而且我们需要在中国建立一个强大的团 队,与所有当地的合作伙伴紧密合作,共 同把我们的物业和品牌带给中国的孩子和 家庭。

您能否向我们介绍一下您自己在 WildBrain中的新职务?

与当地合作伙伴的接触永远是工作中最有

同时,这个新职位也是连通当地市场和我 们在多伦多、纽约、伦敦等地的业务团队 以及全球各地其他办事处之间的沟通桥 梁,使WildBrain不仅能充分了解中国市 场,更将当地消费者和合作伙伴的需求融 入到全球战略和计划中。这一点与在中国 建立本地联系一样重要。

您认为WildBrain在中国的业务如何 拓展和增长? JianboWei:我认为这可以归为两个关 键因素:品牌和授权。WildBrain拥有

JianboWei:我于2019年12月加入 WildBrain,担任公司中国区业务的总 经理。我非常高兴能成为WildBrain的一 员。 公司刚刚任命了新CEO Eric Ellenbogen,他启动了品牌重塑,现在我 们正在为新的增长做准备,包括在中国市 场上的活动拓展。我相信我们为儿童和家 庭提供的行业领先的资产和品牌在中国市 场上几乎有无限的潜力。我们在中国的目 标是将我们的资产和品牌与中国的合作伙 伴和当地消费者更紧密地联系在一起,并 以可持续的方式将潜力转化为真正的商业 和消费者价值。

趣的部分,这时很多有创意的想法都会被 提出来。

业内最大的儿童和家庭内容库之一,我 们的内容库里有超过13,000个时长半小 时的节目。我们的许多经典资产都非常 知名,如Teletubbies、In the Night Garden、Strawberry Shortcake和 Inspector Gadget,与此同时,我们资 产列表中的深度不断增加。我们的新动 画系列Chip & Potato在Netflix上很受欢 迎。Johnny Test、Caillou和Slugterra是 我们资产列表中人气顶级的其他几部热门 旧作。同样重要的是,我们继续为全球市 场投入和开发新资产。 我们正在努力让这些资产更贴近中国观 众,在品牌和消费者之间建立起更紧密的 联系,并通过与当地合作伙伴的授权合作 最大程度发展WildBrain的业务。 我们的节目对中国孩子来说非常健康和有 教育意义,可以为他们从小到大、一直到 青少年的成长提供支持。随着消费者越来 越熟悉并与这些资产建立联系,我相信他 们会喜欢上这些角色和故事。

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授权概览中国

您希望通过哪些短期和长期战略来拓 展WildBrain在中国的业务? JianboWei:短期来看,我们的战略会集 中在品牌推广和资产推广上。我们期待与 所有当地合作伙伴进行更紧密的合作,以 增加我们资产的曝光率,这对他们来说也 将受益。我相信观众和资产之间的联系是 我们业务的核心,也是WildBrain在中国获 得增长的基础。 为此,我们将持续不断地投入到资产的 品牌建设和推广上,尽一切可能的努力去 实现。

这将使我们和当地合作伙伴共同从更强的 授权合作中获益。

或许您能给我们介绍一下您之前在中 国娱乐业的一些经验? JianboWei:15年前,我在Warner Bros 开始了自己在中国娱乐业的职业生涯, 当时我负责管理娱乐节目对电视频道的分 销,后来则转为对数字视频平台的分销。

他们的政府事务总监。该项目的规模非常 大,从政府机构、学术机构到非政府组织 和当地投资伙伴,有很多利益相关者。 我帮助管理与所有这些利益相关者的沟通 与合作。 早年,我也曾负责将AGB Nielsen Media Research的电视收视率服务拓展到中国大 陆。这些经历共同造就了我今天的成就。

长期来看,我们会更多地考虑本土化的问 题。中国市场中最好的资产和品牌很可能 来自于中国市场内部。文化的契合度会推 动一个节目的价值大幅提升。 在WildBrain,我们为自己能够开发出高 质量的节目和资产而感到自豪。 我们希望将我们的生产能力与本土市场结 合起来,创造并发展真正契合中国文化的 资产。这将推动我们在更长远的未来中取 得成功。

在加入WildBrain之前,我是 NBCUniversal中国区内容分销业务的负 责人,通过与当地的每一个合作伙伴紧密 合作,我建立并带领团队实现了业务的大 幅增长。 管理节目的分销工作不仅加深了我对资产 和节目的了解,也让我对整个内容和授权 生态系统有了更透彻的了解,因为大多数 资产和品牌都源自节目。 我还参与了上海迪士尼度假区项目,担任

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TOTAL LICENSING CHINA

Moonzy and his friends on CCTV Kids Channel The years 2019 and 2020 were announced as the years of cooperation between Russia and China in terms of the digital and media industries. Earlier this year, Russian animated series Moonzy produced by Melnitsa Animation Studio and TV Channel Russia One was launched on the CCTV Children’s Channel, owned by CCTV - the main public television network in Mainland China. The deal was struck with the support of SPB TV. According to the data collected from Kyun EYE, a widely used monitoring system for TV and OTT, Moonzy was holding the number 1 ranking in terms of morning kids programs within its first two weeks of broadcasting. CCTV will broadcast 513 episodes of the series. During the Winter holidays in China, the channel broadcast nine episodes daily. Commenting, Sergei Selyanov, producer, said, “This is a great achievement. Our animation series are aired on Chinese public television and enjoy high ratings. Our animation has been sold to many countries now. However, I will point out that

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this is the first move for a Russian studio and next we are looking at international markets. It is a good moment as the quality of Russian movies and animation has been growing rapidly and foreign TV channels and digital platforms are getting much more commercially interested in Russian projects than they were previously. China is one of the most strategic partners for us and we are looking forward to the successful development of that relationship.” Anton Zlatopolsky, producer, continued, “We are very happy to continue the tradition of Russian animation. Created by talented professionals with the highest level of quality, our animation has become very important in our home market and we would love to share our cartoons with the whole world. China is not only our most important partner, but a state with a unique rich history of visual culture. And we are especially pleased that in China, the country with subtle art cultural traditions, kids will watch and love Moonzy in the same way as children do in Russia.”

Kirill Filippov, CEO of SPB TV, agrees. “SPB TV has been working with Chinese media with great success starting in 2013. We are constantly participating in RussianChinese business missions and are strengthening our relationships with Chinese partners. We are very happy that our expertise and contacts help unique Russian animation series enter the Chinese market and we strongly believe in the further successful development of the project in China.” Alexey Volin,Deputy Minister of Communication of the Russian Federation, also commented, “The Moonzy launch is the first step in the Russian-Chinese media communication development. More than ten Russian series have been launched in China recently, and it is an absolute breakthrough. We release between five and seven Russian films annually. Now it is the turn of animation. The Ministry of Communication considers Russian animation as a great product in terms of export.” Melnitsa is the biggest independent Russian animation studio. It was created by Sergei Selyanov, producer and CEO of CTB Film Company and Alexander Boyarsky in St. Petersburg in 1999. Melnitsa’s Art Director Konstantin Bronzit, has twice been nominated for an Oscar for his animation. Over the last twenty years, the studio has created 16 feature films and 731 animated series and received more than 60 international awards. The animated adventures of Prince Ivan and Grey Wolf and Three Heroes by Melnitsa have become the leaders in the theatrical box-office in Russia and CIS. Melnitsa has been producing the highly popular animated series Moonzy since 2006, launching a new season almost each year.


授权概览中国

Moonzy和他的朋友们登陆 CCTV少儿频道 官方宣布2019年和2020年为中俄两国在 数字产业和传媒产业方面的合作年。 今年年初,由Melnitsa Animation Studio 和TV Channel Russia One制作的俄罗斯 动画系列剧Moonzy在中国大陆主要公共 电视网络CCTV的少儿频道播出。此次合 约是在SPB TV的支持下达成的。 根据被广为使用的电视监测系统Kyun EYE 所采集的数据,Moonzy在开播的前两周 内就稳居早间少儿节目排名第一。CCTV 将播出513集的该系列剧。该频道在中国 的寒假期间每天播出九集。 制作人Sergei Selyanov在评论时说: “这是一个伟大的成就。我们的动画系列 剧在中国公共电视台播出,收视率很高。 现在我们的动画片已经销售到了很多国 家。不过,我想指出的是,这是俄罗斯工 作室的第一步,接下来我们要把目光投向 国际市场。现在是一个很好的时机,因为 俄罗斯电影和动画的品质一直在快速增 长,国外的电视频道和数字平台对俄罗斯 的项目的商业兴趣也比以前高了很多。中 国是我们最具战略意义的合作伙伴之一, 我们期待着这种关系的成功发展。” 制作人Anton Zlatopolsky继续说道: “我们非常高兴能够延续俄罗斯动画的传 统。由才华横溢的专业人员以最高品质所 创作的动画在我们的国内市场上已经变得 非常重要,我们很乐意与全世界分享我们 的动画片。中国不仅是我们最重要的合作 伙伴,也是一个拥有独特的丰富视觉文化 历史的国家。而且,我们特别高兴的是, 在中国这个有着精妙的艺术文化传统的国 家,孩子们会像俄罗斯的孩子们一样观看

并喜爱Moonzy。” 对此,SPB TV的CEO Kirill Filippov表示 赞同。“从2013年开始,SPB TV与中国媒 体的合作就取得了巨大的成功。我们不断 参加俄中商务考察团,并不断加强与中国 合作伙伴的关系。我们很高兴自己的专业 知识和人脉能够帮助独特的俄罗斯动画系 列进入中国市场,我们坚信项目在中国的

进一步成功发展。” Communication of the Russian Federation的Deputy Minister Alexey Volin也表示:“Moonzy的推出是俄中 媒体传播发展的第一步。近来有十多部 俄罗斯剧集在中国开播,这绝对是一个突 破。我们每年都会推出五到七部俄罗斯 电影。现在又轮到了动画。Ministry of Communication将俄罗斯动画视为出口方 面的优秀产品。” Melnitsa是俄罗斯最大的独立动画工作 室。它由CTB Film Company的制片人 兼CEO Sergei Selyanov和Alexander Boyarsky于1999年在圣彼得堡建 立。Melnitsa的艺术总监Konstantin Bronzit,曾两次凭借其动画作品获得奥 斯卡奖提名。二十多年来,该工作室共创 作了16部故事片和731部动画系列剧,获 得了60多个国际奖项。Melnitsa的Prince Ivan and Grey Wolf和Three Heroes所 塑造的动画冒险在俄罗斯和独联体国家的 影院中其票房已遥遥领先。 Melnitsa从2006年开始制作高人气的动 画系列Moonzy,几乎每年都会推出新的 一季。

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TOTAL LICENSING CHINA

Total Licensing China caught up with Jianbo Wei, the newly appointed Managing Director China for entertainment group WildBrain

Interview:

Jianbo Wei, Managing Director China, WildBrain What does the new position involve?

the job, when many creative ideas are brought forward.

JianboWei: As WildBrain’s Managing Director for China, my most important job is to develop, maintain and implement the company’s strategy for China in response to market trends and consumer needs. We want to make sure our business is handled in the appropriate way for

Meanwhile, the new position is also a bridge of communication between local markets and our business teams in Toronto, New York, London and other offices all over the world, so that WildBrain not only fully understands the China market, but

Can you tell us about your new role with WildBrain? JianboWei: I joined WildBrain in December 2019 as Managing Director for the company’s China business. I’m extremely excited to be part of WildBrain. The company just brought on a new CEO, Eric Ellenbogen, who launched re-branding, and now we are gearing up for new growth, including expanding activities in the market of China. I am confident our industryleading properties and brands for kids and families have virtually unlimited potential in the market. Our goal in China is to connect our properties and brands more closely with Chinese partners and local consumers, and to turn the potential into real business and consumer value in a sustainable way.

this large and fast-evolving market. And we need to build out a strong team in China to work closely with all local partners and jointly bring our properties and brands to Chinese children and families. Engagement with local partners is always the most interesting part of

also incorporates the needs of local consumers and partners into its global strategy and plan. That is just as critical as building local connections in China.

How do you see WildBrain’s business in China expanding and growing? JianboWei: I think this comes down to two key factors: branding and licensing. WildBrain has one of the biggest libraries of kids and family content in the industry, with over 13,000 half-hours of programs in our library. While many of our classic properties are very well known, such as Teletubbies, In the Night Garden, Strawberry Shortcake and Inspector Gadget, the length of our property list goes much deeper. Our new animation series Chip & Potato has been very popular on Netflix. Johnny Test, Caillou and Slugterra are a

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TOTAL LICENSING CHINA for the TV ratings services. Those experiences together have led me to where I am today.

What short term, and long term, strategies are you looking at to expand WildBrain’s activities in China?

few other popular legacy names at the top of our property list. Equally important, we continue investing in and developing new properties for the global market. We are working hard to bring these properties closer to the Chinese audience, to build stronger connections between brands and consumers and grow WildBrain’s business by maximizing licensing collaborations with local partners. Our programs are incredibly healthy and educational for Chinese children, supporting their growth from an early age all the way to teenagers. As consumers become more familiar with and connected to the properties, I believe they will fall in love with the characters and stories. This will allow our local partners and us to jointly benefit from stronger licensing collaborations.

Perhaps you could tell us about some of your previous experience in the entertainment industry in China?

business substantially by working closely with each and every local partner in the market. Managing distribution of programs not only deepened my knowledge on properties and programs, but also allowed me to gain a thorough understanding on the entire content and licensing ecosystem, because most properties and brands originate from programs. I was also involved in the Shanghai Disney Resort project as their director for government affairs. The project had such a large scale with many stakeholders, ranging from government agencies and academic institutions to NGOs and local investment partners. I helped manage the communication and partnerships with all such stakeholders. In the early years, I also worked for AGB Nielsen Media Research on their expansion into Mainland China

JianboWei: In the short term, our strategy would focus on branding and promotion for our properties. We look forward to working more closely with all local partners to increase exposure of our properties, which would benefit them as well. I believe the connection between audience and properties is the core of our business and foundation of WildBrain’s growth in China. To that end, we would continuously invest in the branding and promotion of our properties with every possible effort. In the long run, we will think more about localization. The best properties and brands for the Chinese market are most likely coming from within the market. The cultural fit would drive up the value of a program substantially. At WildBrain we are proud of our ability to develop programs and properties of high quality. We hope to combine our production capabilities with the local market to create and grow properties that really fit into Chinese culture. That would drive our success for the longer-term future.

JianboWei: I started my career in the Chinese entertainment industry with Warner Bros. 15 years ago, when I managed distribution of entertainment programs to TV channels, and later to digital video platforms. Before joining WildBrain, I was head of NBCUniversal’s content distribution business for China, where I built and led a team to grow the

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授权概览中国

让英国与中国相连 CMC China Connect为英国作家、内容 开发者、制作人、分销商和品牌经理提供 了与中国市场的直接联系 – 即使是在封 锁时期也是如此。 Children’s Media Conference对新冠疫 情封锁采取的快速果断的反应,加上英国 Department for International Trade提供 的快速反应资金,尽管在封锁的情况下要 会面困难重重,但仍诞生出了针对英国少 儿内容领域的新品牌服务,以及中英之间 的数十个新的联系。 在得知iABC动画大会和市场 – 与杭州的 大型CICAF授权产品节相联系 – 被推迟 后,CMC意识到,如果没有一年一度的英 国代表团杭州之行,两国的关系就将面临 冻结的危险,而非发展。结果催生出面向 中英关系的新方法:CMC China Connect 项目。 CMC China Connect是一个三方面的计 划,即使英国仍处于封锁状态,该计划仍 能奏效。

1.2020年4月21日的网络研讨会上充满了 来自八家中国主要企业的最新情报,讲述 了中国动画产业如何看待未来,以及建立 新关系的顶级技巧。您可以在此查阅全部 内容,因为CMC予以免费提供。 2.这是在为4月22日上午的市场活动做准 备,来自中国超过25家的广播公司、平 台和制作人与来自英国的一系列公司和自 由职业者齐聚一堂,其中许多公司和自由 职业者都是首次进入中国市场。中国的买 家包括CMC活动的常客和对与英国合作表 示出浓厚的兴趣的中国公司,这些公司都 是通过之前的CMC市场活动和Dept. for International Trade的现场情报发现的。 在仅仅几个小时内就举行了150多场会议。 3.当CMC发现iABC Hangzhou也在4月 底安排虚拟会议以取代其实体活动时,制 定了计划的第三阶段。英国企业注册了在 线会议系统,并帮助建立了与中国企业的 会议。与每年参加iABC的英国代表团相

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比,CMC发现有更多的公司和自由职业者 热衷于参与其中,这也许并不奇怪。 CMC的编辑主任Greg Childs表示,与 会者的反馈非常积极。“很明显,双方 都有建立联系的欲望。这 需要一些组织工作来快速实 现此目标,但我们利用在 中国已经建立起来的良好 商誉,在Department for International Trade的直接 支持下,我们能够向中国展 示英国动画产业的业务开放 性和合作意愿。对于大多数 这样的关系来说现在还为时 尚早,但传来的消息是,授 权是开发能够将孩子和家长相联系的国际 项目的核心。在许多对 话中,也都非常强调教 育和传承。” Jetpack Distribution全 球销售主管Marie-Laure Roche聆听了此次网络 研讨会,并参加了CMC China Connect会议。 她表示:“…在线研讨 会的质量给自己留下了 非常深刻的印象 - 与会 者、技术和CMC的运作 方式都是如此。这对我 们参与在线市场也非常 有价值,我每20分钟 就能参加一次背靠背会 议,至少得到6个值得认 真考虑的导引机会。”

那么,虚拟是否可能会是后封锁时代下市 场的未来? “我认为,我们肯定会看到在线会议的进 一步发展,以作为世界传媒市场上的附属 活动。”Greg Childs说。“虽然在这个终 究是“与人打交道”的行业中,要建立牢 固的关系,没有什么可以取代亲自会面, 但效率、成本效益、潜在的新环境意识以 及在封锁期间使用的系统的稳健性很可能 会让一些人思考未来的业务开展方式。” CMC China Connect概念将于7月初回 归,作为CMC International Exchange 在线市场会议的一部分。而CMC正在调查 今年晚些时候举办的动画活动,这将再次 为中国企业提供与英国潜在合作伙伴会面 的机会。


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Connecting the UK with China CMC China Connect offers UK writers, content developers, producers, distributors and brand managers a direct link to the Chinese market – even in times of lock-down Quick and decisive reaction to the Coronavirus lockdown by the Children’s Media Conference, coupled with rapid response funding from the UK Department for International Trade, resulted in a newly branded service for the UK kids’ content sector and dozens of new links between the UK and China, despite the difficulties of meeting under lockdown conditions. On learning that the iABC animation conference and market – connected to the massive Hangzhou-based CICAF festival of licensed product – was being postponed, the CMC realised that without the annual UK delegation to Hangzhou, relations between the two countries were in danger of freezing rather than developing. The result was a new approach to China - UK relations: the CMC China Connect programme. CMC China Connect was a threeway plan that could work even though lockdown was still very much in force in the UK. 1. A webinar on 21 April 2020 packed with the latest Intel from eight key Chinese companies on how the animation industry views the future, with top tips on building new relationship.You can see the whole thing here, as CMC is making this content freely available. 2. This was preparation for a morning of market activity on 22 April which brought together over 25 broadcasters, platforms and producers from China with a range of companies and freelancers from the UK, many of whom were making their first steps in the Chinese market. The Chinese buyers were a mix of regular attendees at CMC events and companies in China who

expressed strong interest in working with the UK, identified by previous CMC market activity and Dept. for International Trade intelligence on the ground. Over 150 meeting took place in just a few hours. 3. When CMC discovered that iABC Hangzhou was also setting up virtual meetings to replace their real-world event at the end of April, the third leg of the plan formulated. UK companies were signed up for the online meeting system and helped to create meetings with Chinese companies. Perhaps not surprisingly CMC discovered more companies and freelancers keen to take part – compared to the group that attends iABC in the UK delegation annually.

Greg Childs, Editorial Director of CMC, said that the feedback from participants was strongly positive. “The appetite to connect is clearly there – on both sides. It took some organising to bring this off at speed, but by using goodwill we’ve already built up in China, with immediate support at the Department for International Trade, we were able to show China that the UK animation sector is open for business and keen to collaborate. It’s early days for most of these relationships but the news that’s come back is that licensing is core to developing international projects that connect with children and parents. There was also a strong emphasis on education and heritage in many of the conversations.”

Marie-Laure Roche, Head of Global Sales at Jetpack Distribution listened in to the webinar and joined the CMC China Connect meetings. She expressed herself “…very impressed by the quality of the online seminar the participants, the technology, and the way the CMC ran it. It was also very valuable for us to participate in the online market, as I had back to back meetings every 20 minutes, with at least 6 serious leads.” So might virtual be the future of markets post-lockdown? “I think we’ll certainly see further development of online meetings as complimentary activity at the world‘s media markets“ said Greg

Childs. “While nothing can replace face-to-face encounters for building strong relationships in what is after all a ‘people business’, efficiency, cost-effectiveness, potentially new environmental awareness, and the robustness of the systems that have been used during lockdown could well leads some people to think about the way in which they conduct business in future. “ The CMC China Connect concept will return in early July as part of the CMC International Exchange online market meetings. And CMC is investigating an animation event later in the year which will again offer opportunities for Chinese companies to meet potential UK partners.

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A Note to Licensees in China About the Power of Brand Licensing By Lisa Reiner, Managing Director, Europe and Asia Pacific, Beanstalk

it to new and relevant audiences, increases touchpoints with consumers, and overall, “entangles” a brand with consumers. In China, licensing, for the most part, remains focused on character and entertainment licensing – with sheer visibility and royalty generation as the primary goals.

I have a call to action for players involved in the licensing industry in China. Given the level of leadership China has achieved in terms of technology, marketing, manufacturing, industrial goods, supply chain innovation and infrastructure, it’s surprising to me that in my company’s field, brand extension licensing, progress has been slow. We view and approach licensing as a sophisticated marketing strategy that builds brand equity, reinforces and deepens a brand’s meaning, introduces

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Here’s an example of the contrast, perhaps a somewhat hyperbolic one. In China, food licensing may mean, say, stamping a Minion character on cans of soup. What we would cite as true brand extension licensing in the food category is taking the essence of Baileys’ (the world’s #1 cream liqueur) indulgent flavor and putting it into similarly indulgent products like Baileys flavored desserts, puddings, coffee and coffee creamers, in such a way that consumers believe that those food items are from Baileys. So, you extend the Baileys experience for consumers to treat themselves in different places and occasions, reinforcing their love for the core product at any time of day. To underscore the difference between how licensing is approached in Asia versus elsewhere: While corporate

licensing in the U.S. is about 75% as big as character and entertainment licensing, it’s only about 25% in Asia. In fact, corporate licensing in Asia accounts for only about 2% of the global licensing industry. With that backdrop, my call to action is focused on the licensees (a.k.a. manufacturers) in China. While they may be great at following the lead of the “mother” brand and making products with their latest characters and images – think backpacks with a new show’s characters – they’re less experienced at leading brands into new, ultimately logical categories that fulfill a consumer need and get the brand message to new audiences (or the same audiences in different places). That kind of innovation is up to the licensee, the one who makes and markets the licensed product. The good news is that some companies are guiding global brands in innovative ways in China. One example involves the brand Stanley, the tools and hardware leader. It has been a leader in the licensing arena for years, with licensed products available in over 55 categories. In most parts of


TOTAL LICENSING CHINA the world, its licensed products are for trade professionals or do-it-yourself home improvement, like lawn care or building a deck. But that positioning does not work in China, where a vast number of upwardly mobile consumers live in high-rise apartments. The licensee Boozbell has been highly sensitive to consumers’ needs in its partnership with Stanley in China. It creates Stanley-branded closet systems that leverage Stanley’s equities of quality and home improvement. Based in Shenzhen, Boozbell has over 250 locations in malls and residential developments. This licensed product doesn’t exist in other parts of the world – but it clearly serves a consumer need in China. Another licensee, Helen of Troy, has partnered with Braun, the male grooming, female hair removal and skincare brand, owned by P&G. Braun leverages its iconic, industrial designs –across grooming, health, home, audio and lifestyle categories – into products that have been ‘designed for what matters’ to improve consumers lives. Braun, though licensing, has extended into the baby and healthcare segments, including innovative thermometers,

and is now a market leader in many territories. In China, Helen of Troy launched Braun ThermoScan baby thermometers that are high-tech and high quality. As evidence of Helen of Troy’s sophistication and forwardthinking in licensing, its marketing strategy for the product involved an education program featuring key opinion leaders in China on WeChat, billboards, live-streaming educational panels on Weibo on “How to Nurse a Baby’s Fever” and other methods. So, what’s our advice for licensees in China to move corporate and brand extension licensing forward? First, education is key. The primary goal of licensing should be brand building: Licensing is a strategic tool to extend into new products, and long-term partnerships are the most successful and profitable. In character and entertainment licensing, changes in products and licensees are more frequent – meaning a basic shift in mindset is necessary for licensees when it comes to corporate brand licensing. Think of yourself as a strategic partner! YOU are part of the team. Reflect the core brand in everything that you do.

Next, develop and evolve your capabilities to add value for the brand owner. Deliver consumer insights through thoughtful research, invest in innovation and development, and solve unmet consumer needs. This will turn a good licensee into an invaluable partner. Finally, be self-sufficient. Don’t rely on the brand owner. End-to-end market capabilities are important, and can bring even more value to the brand owner, the partnership and long-term goals. And a final note specifically to brand owners looking to expand licensing programs in China: Be open to products that are relevant to local consumers, be active in protecting trademarks and be willing to explore other routes to consumers, like ecommerce and mobile purchase platforms. It’s not a cut-and-paste world. Brand owners who heed this advice will prevail.

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品牌授权的力量, 给中国授权商的启示 作者:Lisa Reiner, Beanstalk欧洲及亚太地区 总经理

度和产生版权费为主要目标。 以下是一个作为对比的例子,可能会有些 夸张成分。比如说在中国,食品授权可能 意味着在汤罐头上印上一个小黄人的角 色。我们认为,食品类中真正的品牌延伸 授权,是指将Bailey(世界第一奶油利 口酒)口味宽厚的精髓融入到类似的口味 宽厚的产品中,如Bailey口味的甜品、 布丁、咖啡和咖啡霜,以这种方式让消费 者相信这些食品来自于Bailey。所以,将 Bailey的体验进行延伸,让消费者在不同 的地方、不同的场合使自己得到享受,使 其在一天的任何时间点都能强化他们对核 心产品的喜爱。

我在此呼吁中国授权行业的参与者们。考 虑到中国在技术、营销、制造、工业品、 供应链创新和基础设施方面已经取得了领 先的水平,但在我的公司的业务领域,即 品牌延伸授权方面进展缓慢,这让我感到 惊讶。 我们将授权视为一种成熟的营销策略,并 据此对其进行处理,它可以建立品牌资 产,强化和深化品牌的内涵,将品牌引向 新的相关受众,增加与消费者的接触点, 并从整体上将品牌与消费者“纠缠”在一 起。在中国,在大多数情况下,授权仍专 注于角色授权和娱乐授权 – 以纯粹的知名

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为了强调亚洲与其他地区在授权方式上的 不同:在美国,企业授权的规模约为角色 和娱乐授权的75%,而在亚洲,企业授权 只占25%左右。事实上,亚洲的企业授权 只占全球授权行业的2%左右。 在这样的背景下,我的行动呼吁集中在中 国的授权商(又名制造商)身上。虽然他 们可能很擅长跟随“母”品牌的脚步,用 后者最新的角色和形象来制作产品 – 想 想印有新剧中角色的背包 – 但他们在引 导品牌进入新的、最终符合逻辑的类别, 满足消费者的需求,并将品牌信息传递给 新的受众(或在不同的地方传递给相同的 受众)方面的经验较少。这种创新取决于 授权商,即制造和销售授权产品的一方。

好消息是,一些公司正在以创新的方式引 导着在中国的全球品牌。其中一个例子是 Stanley,工具和五金器具的领军品牌。 多年来,它一直是授权领域的领军者,其 授权产品的种类超过55种。在世界大部分 地区,它的授权产品面向的都是贸易专业 人员或自做家居装饰,比如草坪护理或搭 建露台等。 但这种定位在中国并不奏效,因为中国 有大量的上层消费者住在高层公寓里。 在与Stanley在中国的合作中,授权商 Boozbell对消费者的需求高度敏感。它 打造了Stanley冠名的衣柜系统,利用 了Stanley在品质和家居装饰方面的优 势。Boozbell总部位于深圳,在商场和住 宅小区中拥有250多家分店。这种授权产 品在世界其他地区并不存在 – 但它显然是 为中国消费者的需求服务的。 另一家授权商Helen of Troy与P&G旗下的 男性美容、女性脱毛和护肤品牌Braun合 作。Braun将其标志性的工业设计 – 横 跨美容、健康、家居、音响和生活方式品 类 – 融入到产品中,做到“设计专注重 要之处”,以改善消费者生活。Braun虽 然进行了授权,但已扩展到婴儿和保健领 域,包括创新型体温计,目前已成为许多 地区的市场领导者。在中国,Helen of Troy推出了高科技、高品质的Braun牌 ThermoScan婴儿体温计。作为Helen of


授权概览中国 产品和授权商的改变更为频繁 – 这意 味着授权商在进行企业品牌授权时, 必须要有一个基本的心态转变。要将 自己视为战略合作伙伴!您是团队中 的一员。要将核心品牌体现在所做的 一切工作中。 接下来,扩展并发展自己的能力,为 品牌商增加价值。通过深思熟虑的研 究传递消费者洞察,投资于创新和发 展,解决消费者未被满足的需求。这 将把好的授权商转变为一个宝贵的合 作伙伴。 Troy在授权方面的成熟和超前意识的证 明,其产品的营销策略包括在微信、广告 牌、微博的直播教育板块上邀请中国的主 要意见领袖,就“宝宝发烧该怎么护理” 制作教育节目,同时还有其他方法。 那么,我们对中国的授权商可以提供什 么建议来推动企业和品牌延伸授权向前发 展? 首先,教育是关键。授权的首要目标应该 是品牌建设:授权是一种向新产品延伸的 战略手段,长期的合作关系是最成功、最 有利可图的。在角色授权和娱乐授权中,

最后,要有自立能力。切勿依赖品牌 商。端对端的市场能力很重要,可以为品 牌商、合作关系和长期目标带来更大的价 值。 最后特别给希望在中国拓展授权项目的品 牌商们提个建议。要对与当地消费者相关 的产品持开放态度,积极保护商标,并愿 意探索其他的消费者渠道,比如电商和移 动购买平台。 这并不是一个靠模仿就能成功的领域。听 从这个建议的品牌商将获得成功。

If you want a truly global perspective on licensing...

...Total Licensing is the only magazine that can guarantee this • Readers in 107 countries • Advertisers from 28 countries • In-depth territory spotlights on dozens of countries • News from Austria to Australia and Spain to South Africa To really get a grip on the world of licensing, visit:

www.totallicensing.com

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Smiley宣布大中华区业务拓展计划 Smiley Company在中国继续保持其增长 和成功,2019年是其迄今为止成绩最好的 一年,而这是在经历了近十年的年度增长 之后的结果。 S m i l e y 的 C E O NicolasLoufrani说:“ 我们在中国获得了巨大 成功。凭借面向长期的 运营方式,我们获得了 大量当地相关的知识, 并建立起了我们知道可 能会有效的合作伙伴关 系。通过与那些了解我 们的工作方式、知道如 何建立真正的品牌、拥 有真正战略的老牌合作 伙伴合作,我们的业务 得以稳步发展,为未来 的发展奠定了平台。如 今的中国是一个如此成 熟的市场,要想成功; 就必须要有本土化的洞 察力以打造具有相关性 的产品,辅以能够吸引

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人的营销,并与合适的合作伙伴一起合 作,为他们的努力妥善提供支持,以便获 得消费者的青睐。我们投入了大量的时 间和资源来建立我们在中国的业务,在

当地的授权展会上参展,在上海聘请了一 家一流营销机构,并在当地投入了一支团 队。” Loufrani自身在中国持续投入了大量时


授权概览中国 间,定期参加公关、影响力活动和贸易展 会,正是这种个人化的接触推动了Smiley 的增长。2020年看上去是Smiley在原有 基础上开始向上发展的一年,其品牌已经 开始实施为期五年的零售计划,到2025 年,Smiley将在中国大陆地区开设超过 600家成人鞋类和儿童鞋类店。通过与 Fipo Group的5年合约,Smiley将在未 来12个月内开设成人鞋类及配饰店,包括 30家街角店和11家旗舰店,合作目标是在 2022年底前开设200家零售店。Smiley还 与Fipo Group签订了服装授权,在中国提 供时尚节目。

与此同时,在与Wenzhou Ouhai Heirloom Shoes Co. Ltd签订的类似的5 年合约中,SmileyWorld将于今年年底前 在中国开设14家零售店和4家儿童鞋类旗舰 店,并计划在2025年年底前拓展至400家 零售店和30家旗舰店。另外,Smiley还扩 大了其在中国的零售业务规模,在香港成 立了官方建筑工作室,以确保其所有零售 招牌的一致性得到更严格的控制。它同时 在中国聘请了一家社交媒体代理商,确保 其积极向上的生活方式的信息能够正确地 对当地市场进行重新适应。 Nicolas Loufrani补充说:“中国是我们 目前的主要增长市场。我们已经在伦敦招 聘了中国员工,以为合作伙伴提供来自我 们的专业类别团队的最好的直接支持。我 们正在密切监测地区的具体趋势预测,并 定期(COVID疫情前)派出设计团队到 当地的门店进行考察。通过发掘当地的 趋势,并与市场上活跃的品牌进行对比, 我们已经开始为该地区开发专属的风格指 南,并应当地合作伙伴的要求,共同打造 产品系列。这些当地的情报帮助我们在该 地区建立了成功和持久的合作关系。” 随着中国继续成为世界上最主要的奢

侈品消费国之一,Smiley的国际高档 合作网络正在推动中国市场进一步脱 颖而出。Loewe、Moschino、Ami Paris、Anya Hindmarch、Joshua Sanders、Ante Prima和Sandro最近都 在中国零售市场推出了Smiley产品系列。 而Chinatown Market、Lee Jeans、Po melo、Stradivarius、Zara、Pull & Bear 和TSMLXLT等品牌也都推出了令人满意的 中端替代品。与零售市场目前的这一热潮 相辅相成的是,Eternal将于2020年6月 推出的Smiley化妆品系列,包括粉底、光 影粉、眼影盘、唇膏和唇彩等13款美妆产 品。

Eternal已经计划在2020年年底前向护肤 和香氛领域拓展。 Smiley最近在中国的成功不仅仅局限于时 尚和美妆领域;促销活动也在继续推动着 品牌的发展,Smiley的标志在中国一些最 具人气的大客流量商场和零售活动中作用 尤为突出。Smiley波波池、真人大小的雕 塑和主题装饰近来在Beijing Wang和广州

的Living Mall中得到了使用。Smiley的 生活方式还不止于主题表情符号装饰,潮 人时尚店LCX举办了一场以Smiley为主题 的新春活动,现场摆满了Smiley主题的DJ 展位,并包括赠品、艺术家见面会和多种 产品。eGG Optical甚至还将Smiley产品 用于店内设计、Instagram精彩瞬间和以 Smiley为主题的咖啡馆,并在店内提供食 品购买。 作为一家公司,Smiley继续在中国开展它 最擅长的工作,通过一种生活方式美学, 为人们带来积极和希望,而这种生活方式 已经成为有趣和酷的代名词。

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Smiley announces expansion plans for Greater China The Smiley Company continues to enjoy growth and success in China, 2019 was its best year yet, and this comes after almost a decade of annual growth. Nicolas Loufrani, (pictured), CEO of Smiley, said, “We’ve had great success in China. Thanks to a long-term approach that has allowed us to gain a lot of local knowledge and curate partnerships that we know are likely to work. By collaborating with established partners, who understand our way of working and know how to build a real brand, with a real strategy, we’ve been able to grow the business steadily, laying a platform for the future. China is such a sophisticated market nowadays and to succeed; you need to have the local insight to create relevant products, supported by engaging marketing and do it with

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the right partners, properly supporting them in their efforts to capture the minds of consumers. We have invested a lot of time and resources to build our business in China, exhibiting at the local licensing shows, recruiting

a leading marketing agency in Shanghai and putting a team in on the ground.” Loufrani continues to spend a lot of time in China himself, regularly attending PR and influencer events, trade


TOTAL LICENSING CHINA shows and it’s this personal touch that is driving Smiley’s growth. 2020 appears to be the year that Smiley starts to build on the foundations its set, with the brand already embarking on a five-year retail program, that will see Smiley open over 600 adults and kids footwear stores across Mainland China by 2025.Through a 5-year deal with Fipo Group, Smiley will open adults’ footwear and accessory stores, including 30 corner shops and 11 flagships over the next 12 months, with the partnership targeting 200 retail outlets by the end 2022. Smiley has also

signed an apparel license with Fipo Group to supply fashion programs in China. Meantime in a similar 5-year deal with Wenzhou Ouhai Heirloom Shoes Co. Ltd, SmileyWorld will launch 14 retail stores and 4 flagships kids footwear stores in China by the end of the year, with the plan to roll that out into 400 retail stores and 30 flagships by the end of 2025. Smiley has also scaled up its retail operations in China, setting up an official architectural studio in Hong Kong to ensure tighter control of consistency across all of its retail fascias. Also recruiting a social media agency in China to ensure its positive and uplifting lifestyle message is properly readapted to the local market. Nicolas Loufrani added, “China is a major growth market for us right now. We have recruited Chinese staff in London to offer our partners the

best possible direct support from our specialised category teams. We are closely monitoring regional specific trend forecasting and regularly (preCOVID), sending our design teams on store visits there. By tapping into local trends and benchmarking against brands active in the market, we have started to develop exclusive style guides for the region and co-creating collections on request from our local partners. This local intelligence has helped us to build successful and longlasting relationships in the region.”

With China continuing to be one of the world’s leading consumers of luxury goods, Smiley’s international network of upscale collaborations is driving further standout in the market. Loewe, Moschino, Ami Paris, Anya Hindmarch, Joshua Sanders, Ante Prima and Sandro all recently launching Smiley lines at retail in China. While Chinatown Market, Lee Jeans, Pomelo, Stradivarius, Zara, Pull & Bear and TSMLXLT are offering desirable midmarket alternatives. This buzz at retail will now be complemented with the debut of a Smiley cosmetic line, set for launch in June 2020 by Eternal and featuring 13 beauty products including foundation, highlighter , eyeshadow palettes, lipsticks and lip glosses. Eternal already have plans to expand into skincare and fragrance by the end of 2020.

promotions continue to drive growth for the brand, with Smiley icons lending themselves particularly well to mall and retail activations in some of the country’s most popular high footfall sites. Smiley ball ponds, life-sized sculptures and themed décor were used recently in promotions at Beijing Wang and Living Mall in Guangzhou. Smiley’s lifestyle extends beyond themed emoticon décor, with hipster fashion store LCX throwing a Smiley Chinese New Year event decked out with Smiley themed DJ booths and including giveaways, artist meet and greets and a full range of products.The eGG Optical are even using Smileys for in-store design, Instagrammable moments and their Smiley-themed café with food items for purchase. As an organisation, Smiley continues to do in China what it does best, bringing positivity and hope, through a lifestyle aesthetic that’s become synonymous with fun and cool.

www.smiley.com

Smiley’s recent successes in China are not just limited to fashion and beauty;

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授权概览中国

XILAM在中国的授权热度升温 法国动画工作室Xilam Animation去年9月任命Manya Zhou担任中国区业务发展主管这 一新设立的职位,负责制定公司在该市场的发展战略,包括内容发行、L&M以及联合制 作的机会。Xilam希望通过其核心IP在中国市场发挥最大的潜力,其中包括:Where’s Chicky、Zig & Sharko、Lupin’s Tales、Oggy and the Cockroaches 和 Paprika。 Where’s Chicky (52x1’) 是Xilam最近收购的CG及3D动画工作室Cube Creative的 爆笑短片系列。该剧除了在短视频平台热播外,在腾讯、爱奇艺和优酷等各大视频网站的 观看热度更是持续不减:全网播放量已超过25亿。呆萌的毛绒小黄鸡成功俘获了小朋友 和年轻人的心。目前,该剧的第2季(104x1’) 正在全面制作中,预计今年年底会正式发 行。Xilam正在为Chicky寻求玩具、生活时尚类以及出版类的品牌授权合作。 此外,Xilam希望其在全球已取得成功的两个标志性品牌 Zig & Sharko和 Oggy and the Cockroaches能在中国延续同样的好成绩。今年是Zig & Sharko 的第10周年,而Oggy and the Cockroaches则在去年迎来了它的20周年。两部作品已在爱奇艺和优酷播出, 其中Zig & Sharko 在首播的第一个月突破了1300万的观看量。Xilam正在寻求游戏应 用、玩具、生活时尚及运动用品类的当地授权合作。 Lupin’s Tales (78x7’) 是Xilam全新推出的2D与3D结合的学龄前动画系列,以穿越世 界文化和以童话的形式为小朋友们讲故事。Xilam正专注于在中国签订童书出版的合作, 另外凭借Lupin在剧中的40多种装扮造型,也将是衍生品开发的一大亮点。 同样是在学龄前领域的内容,Xilam已与腾讯达成协议,Learn and Play with Paprika (47x3’)将在腾讯视频独家播出。该动画片是基于Xilam的动画系列Paprika开发的衍生 内容,带领小朋友玩乐的同时又让他们学到新的知识,包括学习英文单词、认识物体、 学画画和唱歌等等。Xilam正在中国寻找童书、玩具以及教育类应用的衍生品合作伙伴。

ICONIX出售UMBRO CHINA Iconix Brand Group已达成协议,以6250 万美元的价格向HK Qiaodan Investment 出售Umbro China。 此次出售预计将于9月前完成,包括Umbro 运动品牌在中国大陆、香港、台湾和澳 门的业务。Iconix曾于2016年以一百万 美元将Umbro China 5%的股份出售给 MH Umbro China 5%,并于2019年7月 以130万美元的价格进行了重新收购。该 公司还达成协议,以2000万美元的价格向 Photosynthesis Holdings出售Starter China,交易结束时间近日延长至6月30 日。Iconix China,拥有包括Candie's和 London Fog在内的15个投资组合,将继 续运营。

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CYBER GROUPE 找到代理 Cyber Groupe Studios与北京的Pacific Media Group达成合作,管理并分销广受 欢迎的Gigantosaurus在中国的学龄前电 视特许经营权及相关消费品和营销。 作为与Alibaba Group旗下的优酷(中国 顶级在线流媒体视频平台之一)达成战略 协议的一部分,Gigantosaurus于12月在 中国首播。自首播以来,Gigantosaurus 在优酷的境外动漫人气榜上排名第 一。Gigantosaurus在包括新剧集、教 育类、儿童VIP、热播类、热播类、2019 年最受欢迎动画在内的热门内容榜单 上异军突起。除了在优酷网成功首播 外,Gigantosaurus还从去年12月开始在 CCTV14播出。CCTV是中国大陆地区的主 导公共电视网络,拥有50个频道,拥有 十亿观众。 2020年1月,Gigantosaurus中的两个角 色 Mazu 和 Tiny出现在被称为春节联欢晚 会或春晚的CCTV跨年晚会上。特别之处 在于,这是世界上收视率最高的娱乐电视 节目,有近十亿的观众。Gigantosaurus 的角色是极少数被要求在该节目中出现 的外国儿童角色中的一员,该节目始于 1983年,中国最具人气的明星都会上台 表演。 Gigantosaurus的消费品和其他娱乐活 动,如现场巡演等,有望在未来几个月内 进入中国消费者的视野。该品牌的玩具总 授权商Jakks Pacific已经开始在中国大陆 地区出货。


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Total Licensing China, May 2020  

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