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TOTAL LICENSING
Trends Continue Towards Online Gaming
also be representing the brand targeted at a 7+ age group.
pre-school animation Fluffy Loaded with fashion, music and fun, it
Gardens and the live ac- centres around a girl group sensa-
tion comedy series Emu. tion. In October a social networking
EyePet is a new interactive, website www.britchicks.com will
family game for PlaySta- launch where girls can make friends,
tion 3, which incorporates chat and share adventures in a virtual
PlayStation Eye camera world. The licensing programme will
technology. EyePet is has be fashion-led, extending into publish-
games and challenges for ing and gaming.
all ages. EyePet begins life Invizimals is a monster hunting game
as an egg and by caring for PSP, which utilizes the PSP camera
for him, playing with him to hunt down invisible animals in
and dressing him up in the real world and capture them.
crazy outfits, he develops Scheduled for release in winter 2009
Target Entertainment Group will be
his skills and grows into a it is aimed at boys and girls aged
at this year’s BLE with the licensing
magical EyePet. Licensing opportuni- seven years and above who can trade
rights to a new property: the girl’s
ties include plush, apparel, figurines their captured Invizimals with friends
fashion/lifestyle brand, Brit Chicks.
and pet products. online. The licensing opportunities
Full of fashion, music and fun, it is
LittleBigPlanet is a unique game for include apparel, accessories, figurines,
aimed at girls aged 7+. Target will
PlayStation 3 combining a platform toys and games, gifts, collectibles and
also be looking to sign more deals
adventure with a social community posters.
for PlayStation software IPs at BLE,
enabling consumers to play, create
including LittleBigPlanet, Invizimals
and share. The hero of LittleBigPlanet
and EyePet, all of whom are mak-
is Sackboy, who explores the game
ing their BLE debut. Target signed
with the players. Licensing opportuni-
an agreement with Sony Computer
ties include apparel, footwear, acces-
Entertainment Europe (SCEE) in April
sories, plush, toys and games, gifts
to act as the consumer products
collectables and car accessories.
agent for PlayStation software IPs in
Owned by Brand Champions, Brit
the UK and EMEA. The company will
Chicks is a girl’s fashion/lifestyle
Helen Howells, Global Brand Director at Target Entertainment talks to Total Licensing
TL: What’s happening at Target? TL: How did Brit Chicks TL: What else is happening at Target?
HH: “We’re very excited about sev- come about? HH: “Sony Playstation is big for
eral new things happening at Target. HH: “Girls of 7-12 are us this year and we have
One of these is Brit Chicks which not necessarily sitting at already started making
we’ll be spotlighting at Brand Licens- home watching car- headway with Little Big
ing. toons - they are chatting Planet featuring the
Essentially Brit Chicks is a fashion to their friends, becoming iconic “Sackboy”, so
and lifestyle brand for girls 7-12 interested in fashion and the we will be looking to
that will be launched via an amazing vast majority are going online. sign more deals on
virtual world which incorporates So Brand Champions (the this brand, especially
gameplay, music, fashion, travel and rights owners) realized that on kids as well as debuting
live chat in a safe (and moderated) this would be the perfect platform Invizimals and EyePet, 2 new games
environment. and indeed environment in which to from Sony Playstation that will be
Although the site will have a small launch the brand to its key demo- targeting a younger demographic
monthly subscription fee, there will graphic audience.” and have huge appeal for consumer
be substantial amount of free play TL: What is the range of licensing products. We’ll also be headlining
available to girls wanting to test the opportunities for Brit Chicks? our pre-school animation series
waters so to speak. Girls can get HH: “Obviously we are starting with Fluffy Gardens, which will be key
an apartment, have access to a huge fashion, apparel and accessories, and for 2010. The show premieres on
wardrobe, invite friends to parties, on the publishing side of things there GMTV this autumn and we are
listen to music and lots lots more… is huge potential for following the already in production on series two.
It is refreshing as it is a non-TV ever-increasing popularity of digital Our focus will be on apparel, night-
entertainment brand.” reading and e-books.” wear, housewares and bedding.”
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