NEWS Mondo TV is known for its many successes as a producer or co-producer – and with MeteoHeroes that success is set to continue. But a new role for Mondo – as third party licensor – is about to enhance the presence in three key markets of a major property: The Gruffalo.
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TOTAL LICENSING
WHERE CUTTING EDGE CREATIVITY MEETS CLASSIC CHARACTERS Mondo TV is best-known as one of the largest European producers and distributors of animated content. However, it’s also a growing force in third-party licensing. Both facets of this diverse and fast-changing company are clearly evident in two major recent projects: its co-production of
Obviously there is no shortage of offerings for kids based around various ‘green’ and ‘eco-friendly’ themes. But MeteoHeroes genuinely stands out. A Mondo TV co-production with Meteo Expert Center, a leading Italian weather forecasting group, the series addresses issues like climate change,
the new cutting-edge environmentally themed kids’ show MeteoHeroes and its representation of a bona fide classic of modern children’s literature – The Gruffalo. If you live in Italy you may already have seen MeteoHeroes – an animated series in which six amazing kids use their superpowers to protect the planet from extreme weather events and pollution. It premiered in Italy with a special four-episode sneak preview in April on the free-to-air channel Cartoonito, a leading DTTV and satellite channel for pre-schoolers operated by Boing. The premiere date – the 22nd of April – was carefully chosen to coincide with the 50th anniversary of Earth Day. MondoTV also participated in the #OnePeopleOnePlanet multimedia marathon organized by Earth Day and the Focolare Movement. There was exclusive content dedicated to MeteoHeroes featuring the young stars Chiara and Mattia Fabiano, who voice the characters of Nubess and Thermo, in a clip streamed immediately before a memorable concert at the Colosseum by the world-famous Italian singer Zucchero.
ecology and respect for nature but in a fun, engaging way in a series full of action and comedy. The four opening episodes will again appear in July, followed by 14 brandnew episodes. Many digital initiatives will herald the July launch, leveraging the multi-tasking skills of the techsavvy and environmentally aware kids that are MeteoHeroes’ main target audience. MeteoHeroes’ enormous potential has already attracted a number of major licensees. The first licensed products will be on shelves by October 2020 – and, in the spirit of the series and its message, they will be designed and developed in compliance with sustainable best practices using recyclable material. When MeteoHeroes was first proposed by Meteo Expert Center, Mondo TV was keen to take the concept to the next level. Similarly, when licensor Magic Light Pictures asked
Mondo to develop a licensing programme for The Gruffalo in Italy, Spain and Portugal, there was no hesitation. This story – of a mouse who outwits a creature intent on eating him – is after all, a book and an animated film greatly loved by children and their parents in many countries. However, so far the Gruffalo brand is mainly a publishing hit in Italy, Spain and Portugal. Thus, Mondo TV has looked at the success of the licensing programme outside those three territories and seen huge potential to translate the world of The Gruffalo into consumer products. Mondo is planning to grow the market presence of the brand, working together with regional publishers, and support the presence of books in store with special retail promotions that will embrace different categories. To begin with, Mondo will be focusing on toys, arts and crafts, audio stories, apparel and fashion accessories. Over the coming year Mondo will grow the roll-out plan to other categories such as confectionery, gifts and novelties, and housewares. Promotional initiatives and brand partnerships are also part of the company’s planning. Two very different properties, two highly original concepts – both with strong licensing potential. In both production partnerships and third party representation, Mondo TV is yet again showing its ability to align itself with winning brands.
