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NEWS
TOTAL LICENSING
MASHIMARO PROGRAM IN ITALY
PRINCE OF
Maria Romanelli at Teamworks has been representing Korea’s Mashimaro since
late last year and believes that the property has the potential to be hugely suc-
PERSIA TOYS
cessful in Italy and beyond. McFarlane Toys and Disney Consum-
In Korea, Mashimaro, who is celebrating his er Products have united to create a
10th birthday, has been enormously success- line of toys based on characters and
ful over the years with hundreds of different scenes from the 2010 major motion
products and Romanelli sees the property as action/adventure film Prince of Per-
something different for the European market. sia: The Sands of Time presented by
“Mashimaro is modern with a twist of a classic”, Walt Disney Pictures, producer Jerry
she explained. “Not only that but it appeals almost equally Bruckheimer, and directed by Mike
to boys and girls and has an age-span of anyone from babies Newell.
to adults”. The film, based on the best-selling
CLKO, the creators of the property, have a significant library video game franchise, stars Jake Gyl-
of material for the property including numerous specific lenhaal, Sir Ben Kingsley and Gemma
stylesguides such as ones for the World Cup and Arterton.
the Olympics. Currently there are 15 x 2 and McFarlane Toys’ Prince of Persia:
a half minute shorts and Romanelli is confi- Sands of Time toy line allows fans of
dent that this number will increase shortly. She all ages to bring home all the excite-
is already presenting the series to major Italian ment and adventure of the live-action
broadcasters. Initially, Romanelli and her team will movie with a range of movie figures,
be importing certain products directly from Korea. battle horses, play sets, and even a
These include the successful plush range, together with collectible movie replica weapon all
electronics and other products. hitting retailers nationwide in con-
These will be in-store by Spring and Romanelli is looking to finalise junction with the movie’s release in
ranges of Italian-produced fashion items to complement the Korean May 2010.
product ranges.
“We’re targeting mid to high-end product lines with a key age range of nine to
twenty five”, she explained. “Initially, we will go into stationery and gift outlets
but, as time goes on, of course, we plan to expand this further with the develop-
www.totallicensing.com
ment of new product lines including new giftware.”
NEW GENERAL MANAGER FOR WARNER BROS
Paul Bufton has been appointed as ucts in the UK and its licensees, retailers and parent com-
General Manager of Warner Bros. panies.
Consumer Products UK, it was an- Pilar Zulueta commented, “Paul is a respected and ac-
nounced recently by Josh Berger, complished consumer products executive and leader, with
President and Managing Director great commercial acumen. I am confident that his exten-
of Warner Bros. Entertainment sive experience and professionalism will help us to expand
UK and Pilar Zulueta, Senior Vice our UK business and to respond even better to the needs
President and General Manager of of our licensing, retail and promotional partners.”
Warner Bros. Consumer Products
Europe, Middle East and Africa, to
...STOP PRESS...
whom he will report.
As we go to press we learn that The Walt Disney
Bufton joined Warner Bros re-
Company has agreed to acquire Marvel Entertain-
cently from Mattel Brands Consumer Products, where he
ment in a $4b stock and cash transaction. Under the
was Director of Fisher-Price Consumer Products Europe.
deal, Disney will acquire ownership of Marvel includ-
He will be responsible for creating and executing inte-
ing its more than 5,000 Marvel characters.
grated licensing, retail and promotional strategies across
The boards of directors of Disney and Marvel have
all properties represented by Warner Bros, collaborating
each approved the transaction, which is subject to
closely with colleagues across the theatrical, home video
clearance under the Hart-Scott-Rodino Antitrust Im-
and digital, television and interactive entertainment divi-
provements Act, certain non-United States merger
sions. Properties include film franchises such as Harry
control regulations, effectiveness of a registration
Potter, The Dark Knight and DC Comics’ Batman, Super-
statement with respect to Disney shares issued in the
man, Wonder Woman and Supergirl, as well as perennial
transaction, and other customary closing conditions.
animated classics such as Scooby-Doo, Looney Tunes and
The agreement will require the approval of Marvel
Tom and Jerry. Additionally, he will have responsibility for
shareholders. More to follow...
expanding links between Warner Bros. Consumer Prod-
34
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