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TOTAL LICENSING
The Seoul Character Fair, which took pens generally at licensing events in In addition Daewon previewed Noon-
place at the end of July, attracted Europe or the US, the attendance of bory and the Super 7 which they are
around 150 exhibitors, mostly from so many children provided a fascinat- co-producing with Canada’s Cookie
Korea who displayed their brands and ing insight into what is popular at dif- Ja r.
products over a five day period to an ferent age groups. Artpq continued to promote Mongni,
audience of trade visitors over the Exhibitors, used to this style of exhibi- their cartoon character. The company
Animation
first two days and more than 150,000 tion, generally provided some form of is currently creating 30 flash animated
children and other members of the activity on their booths for the kids to episodes featuring the little diver and
rules in
public on the latter three days. enjoy – from crafts to cookery and it have a number of licensees already
The event, which was held alongside was delightful to see the end-user of signed in Brazil, the UK, Hong Kong
South
the Seoul Cartoon and Animation licensed products so involved. and Thailand. In addition, following the
Festival and the Seoul Promotion Plan A booth that attracted an extraordi- flash animation series, Artpq will cre-
Korea!
conferences and ‘biz-matching’ event, nary amount of attention – both from ate a new animated series comprising
provided a very good snapshot of the trade and consumer – was Vooz. 20 minute episodes aimed specifically
Korean licensing industry – an industry With over 500 licensees and six at the teenage market.
that is undoubtedly growing, despite agents now promoting their charac- The Cocaban booth proved popular,
the economic difficulties experienced ters around the world, Vooz promot- in particular Thomas and Friends and
throughout Asia. ed their range of properties including, Super Why. According to Tony Kim
Kocca – the Korea Cultural and Con- of course, the highly successful Pucca of Cocaban, Koreans are very fond
tents Agency that has played such a who starred in continuous fashion- of classic properties and Thomas is
significant part in the growth of the shows held on the Vooz booth. Pucca the second highest rated preschool
animation and licensing industry in the is the subject of a strategic collabo- character in the country after Pororo,
country – sponsor the event, which is ration with Benetton and the brand the Little Penguin. Thomas currently
also supported by the Korea Culture continues to attract the attention of has in excess of 70 Korean licensees.
Contents Licensing Association – a pre-teen girls with ranges of apparel, Interestingly, Bob the Builder which
group which now has nearly 60 mem- accessories, bags, home décor and has been so popular in other parts of
bers and continues to grow. personal care. the world has failed to appeal to Ko-
The show, which was held at the A further success story in Korea is rean children. Kids in Korea are not
impressive Coex Center in CLKO whose continued program
South Seoul, generated a level for Mashimaro includes celebra-
of excitement that many other tions for the property’s tenth an-
shows would envy. The first two niversary next year.
days of the show were devoted Daewon Media unveiled plans for
to trade visitors and licensees, Gon, an upcoming animated se-
retailers and others attended. For ries that came from a Kodansha
the final three days, the show was weekly cartoon series. Daewon
opened up to the general public with are actively licensing the property
an extraordinary level of attendance. ahead of its trailer debut sched-
Whilst this is not something that hap- uled for this Fall.
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