TOTAL LICENSING
Licensed properties don’t get much
BIGGER
Godzilla, as just about everyone knows, is a gigantic prehistoric sea monster which does serious damage to cities. Godzilla is also a major film star, familiar to many generations through 30 or more live-action feature films since its arrival in 1954. This monster is also a major licensed property – but one that is about to get even bigger. A reboot of the Godzilla story began in 2014 with a half-billion-dollar-grossing hit film. The arrival in 2019 of the second instalment, Godzilla: King of the Monsters is, says Japanese licensor Toho, set to be even more successful. In fact, Toho believes that not only will existing fans will be very enthusiastic about the next instalment but it will build a new fanbase. It certainly helps that not only Godzilla, but also Mothra, Rodan and King Ghidorah, the popular monsters who inhabit the Godzilla universe, will appear in the film. In addition,Toho itself has produced an animated trilogy. The trilogy, released in 2017 and 2018, is being streamed in over 190 countries on Netflix. The next challenge will be to develop a comprehensive strategy which encompasses audiovisual works, licensing and merchandise, promotions and other projects using the characters. But Toho, a major force in motion picture, real estate and legitimate theatre sectors, is ready and able to maximize what it calls “the synergy effect”. Of course, Godzilla is Japanese by origin. In that market, a recent hit Japanese-language film, produced by Toho, had an extraordinary effect, attracting many more fans – notably members of the younger generation and the female demographic – to the property. Godzilla is also a massive merchandising success in Japan. The franchise has its very own store in Tokyo, along with
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numerous licensed products. Of course in its better-known guise as an exciting, scary and destructive sea monster Godzilla is popular with kids, teens and adults and the next two films are likely to consolidate that appeal. Not surprisingly, Toho is expecting licensing success in all regions, including the Americas, Europe and Asia. It has nevertheless developed strategies tailored for each market and found what Takaaki Nakazawa, head of licensing, calls local “trustworthy partners which are eager to fulfil our vision”. The UK partner is Rocket Licensing. In Spain, it is Ypsilon Licensing. The Benelux countries are represented by License Connection. In Italy, Funwood Media Italia has been appointed as agent. Many more partners for other EMEA, LATAM and Asian countries will be announced shortly. In fact, since the beginning of this year, when Toho started the global merchandising license programme with Legendary, it has been reintroducing the character in different ways. The Godzilla Exhibition held in Taiwan in the summer of 2018 is a good example: over 64,000 visitors came to see their monstrous hero in only 10 weeks. It’s going to be a busy time for Toho and Godzilla. As well as maintaining a strong presence in business conventions such as Licensing Expo Las Vegas, Toho will be communicating closely with its agents and licensees in each territory, sending out press releases and offering more media
interviews in order to bring its messages directly to customers. “Additionally,” says Takaaki Nakazawa, head of licensing, “we are constantly updating the branding guide, style guides and other assets, which strongly support the brand message.” The global Godzilla merchandising programme will grow and be enhanced. Products already vary from toys, stationery and home décor to video games, comics, events and theme park attractions. Daywear for men, women and children, accessories, homeware, gifts, novelties, publishing, stationery and games all have potential in the global market as the new films introduce new generations worldwide to one of the all-time great monsters. And Godzilla’s fame will not be restricted to this planet. Thanks to NASA, Godzilla has become one of a set of modern constellations constructed from sources in the gammaray sky devised by scientists with NASA’s Fermi Gamma-ray Space Telescope to celebrate the mission’s 10th year of operations. Yes, that’s right. Some screen characters are stars... Godzilla is a whole constellation!