TOTAL LICENSING
Opinion:
Kazachok Licensing Forum By Virginie Lopez, Kazachok KLF – 3 and 4 April 2019 Paris Event Center - Paris Free entrance (except for non-exhibiting rights reps) Further information at forumlicence.kazachok.com Email: louis@kazachok.com
LICENSING IN FRANCE: A NEED FOR FRESH ENTHUSIASM! The French licensing market is divided and increasingly split up as it undergoes a thorough transformation. Licensing players are speculating about the situation, and are all aware that with large-scale distribution unwilling to take risks, the key will be to rethink licensing. Far from stagnating, the market is following new behavior patterns. Consumer expectations are changing and large-scale distributors need to adapt. The life span of a franchise has changed and become shorter; the market doesn’t allow the necessary time for a franchise to establish itself. France however, remains a slow market where cycles last between 5 and 8 years whereas in Italy or Spain the life cycle of a property has dwindled to a year and a half or even a single year. The licensing market is more and more European so developing a property solely in France isn’t enough to guaranty success and you need to allow some time amidst this globalization. An overly large offering Children know more and more brands. KidzGlobal’s BrandTrends survey showed that French children 7 to 9 y.o. are spontaneously able to cite over 160 different brands! They’re increasingly targeted by multiple brands and are becoming demanding. However, they want to be active consumers and have opinions. Brands are facing numerous challenges. The epoch is about mass customization. The offering is huge and franchises are releasing too many products. Children’s screen time is also evolving and their exposure to brands alongside. A recent survey conducted by Junior City on 405 youngsters aged 11 to 14 revealed that while TV remains on top, kids also watch ATAWAD (anytime, anywhere, any device): 80% watch programs like that vs. 71% for
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YouTube, 44% replay TV and 23% for Netflix. Large-scale distribution is finally starting to be aware of digital figures, which licensees and central buyers now need to take into account. Retail is having a tough time getting involved. In tems of logistics retail is undergoing a big transformation. There are numerous strategic partnerships being established in large-scale distribution. Large chain stores are focusing on food and retain the same logic: not taking too many risks and promoting only the top 3 properties on their shelf space. In specialized outlets the goal is to be as competitive as possible by offering trendy products with strong added value. The offering must constantly change so buyers have the feeling there is novelty. That kind of chain store’s startegy is to create more licensing events to avoid a stagnation of traffic in stores. That means there still are great development opportunities for those stores. Online sales offer brands new alternatives. Amazon is developping On Demand, Ventes Privées is partnering up with brands to offer ephemeral and exclusive sales, and some manufacturers are creating their own online stores. All of these options represent new distribution channels for brands. Direct to consumer will maybe be the next challenge that will allow everyone to find a suitable space. The market is renewing itself With Entertainment franchises slumping, licensing pros are looking for new properties. Sports brands, e-sport, bloggers, online programs, food franchises: what will tomorrow’s franchises be? This important question is on every mind. The strength of the Internet networks is altering the system. Bloggers and online channels now have a considerable impact on establishing a brand. While brands, licensees and retail face numerous challenges, Kazachok con-
tinues to believe that licensing still has a rosy future. It remains a must for children as well as adults who are keen on various franchises. The key will be to bring fresh enthusiasm as well as offering ever more efficient products and services. To know more about this market, visit the Kazachok Licensing Forum – 3 and 4 April 2019, in Paris. The Kazachok licensing Forum is the yearly trade fair of the licensing business in France. KLF is open to everyone and offers foreign visitors a real perspective on the 2019-20 trends that are driving the French market. In a friendly and professional setting, discover the licenses trends, get an overview thanks to the conferences, develop your networking and your business thanks to privileged meetings with your business partners. In this new version of the KLF we’ll be promoting a Brands Pavilion and a Gaming Corner. The aim is to introduce brands with ‘strong licensing potential’ to chosen and relevant manufacturers that can eventually provide growth engines and create value, notwithstanding respecting the values and DNA of the brands. They are also focusing on attracting large-scale distributors, and particularly chain stores that cater to young people as well as adults in the area of personal apparel and home equipment. Exhibitors include Warner Bros. Consumer Products,TF1 Licences, francetv distribution, Ubisoft, Sanrio, Universal Consumer Products, Studiocanal, Corolle, Universal Music, Vulli, Smiley, Mediatoon Licensing, The Pokémon Company, etc. Conferences will address issues such as: ‘Brands and Partnerships: What makes a happy relationship?’; ‘e-sports: how does this booming market unfold?’; ‘Novel brands - what about advertising strategy?’ and a round table on ‘Influencers - opportunities for brands?’.