NEWS
TOTAL LICENSING
increased as a direct result of
the event. In addition to his
GROWTH FOR
success in Australia, Roary
GERMAN FORUM
made his first official visit
LIMA Germany’s Marketplace for
to New Zealand by starring
Licenses, entitled Licensing Market
at Speedshow 09 in August,
will take place on November,4
th
,
which is the country’s
once again in the Bayerischer Hof
biggest automotive event.
Hotel in Munich. In recent years, the
Haven is also preparing to
show has firmly established itself as
share some news about a
a combination of information, net-
partnership with a world-
working and presentation - all of
renowned racing car driver.
which spans the whole spectrum of
Dora the Explorer
licensing.
successfully launched into
For licensors and licensing agen-
187 Boost Juice Bars around
cies, manufacturers and retailers as
Australia during June-July as
well as other companies involved
part of a concerted focus
in licensing business in Europe the
work celebrating his 10
th
Anniversary
from Haven’s Promotions
show has developed to become one
in 2009. The party kicked off with
division to secure partners
of the most important marketplac-
cinematic screenings of Bob’s new
promoting healthy options to combat
es. The exhibition part of the event
DVDs at selected Hoyts cinemas in
obesity concerns in the market. A total
will welcome leading companies
Australia and New Zealand, and Bob
of 70,000 Dora-printed limited edition
from all over Europe including licen-
returned to ABC TV at the end of
cups were produced in two designs,
sors and agencies like Bavaria Sonor
September to mark 10 years to the day
and they achieved a 97% sell-thru
Musikverlag & Merchandising GmbH,
that everyone’s favourite handyman
over the four weeks. The promotion
Copyright Promotions GmbH, MM
first appeared in Australia. Haven
resulted in an increase in cup sales
MerchandisingMedia GmbH, Stu-
has also launched Project: Renovate,
of more than 45% compared to the
dio100 Media GmbH, Super RTL /
whereby preschools have the chance
previous promotion. Children were
RTL Disney Fernsehen GmbH &
to win $5000 for a renovation project
encouraged to drink the healthy fruit
Co. KG, The Walt Disney Company
to make their school more
(Germany) GmbH and many more.
environmentally friendly.
In addition, licensee exhibitors on
Along with Thomas, Bob
hand will include companies such as
looks forward to CGI
Baros, Fipotex Europe GmbH, For-
animation in 2010.
eign Media Group Germany GmbH,
Angelina Ballerina takes
Global Labels, Kaufmann Neuheiten,
centre stage in December
Nici GmbH, Noax GmbH, p:os han-
as her Star Performance
dels GmbH, Sun Decorations Deut-
Australia-wide tour with
schland GmbH and United Labels
the English National Ballet
AG.
commences. She will also
Heike Winner, who runs LIMA
move into the brand new
Germany, reports that, despite the
CGI next year, with a new
global economic downturn, the li-
style guide to accompany
censing marketplace in Germany is
the new look.
continuing to grow.
Chapman Entertainment is
The overall strongest licensed cat-
looking to roll out Roary
egories in Germany are toys (19
the Racing Car Grand
percent) and apparel (20 percent).
Prix events worldwide
In fact sales of licensed toys grew by
following the success of
8% in the first few months of this
the Australian Grand Prix
year, according to an NPD report
partnership in March, which
and software and video games are
resulted in an 80% increase in toy sales
juices with strawberry squeeze being
also continuing to grow.
during the promotional period, with
the most popular flavour, followed by
LIMA Germany has grown from 50
two SKUs selling out. Furthermore,
mango magic. Consumers also had
members in 2001 to 225 for the cur-
website traffic for the Australian Roary
the chance to win one of four Dora
rent year including a number of re-
website increased by 50%, there was a
bedroom makeovers, or a Dora Saves
tail groups such as C&A, idee+spiel,
total audience reach of approximately
the Snow Princess DVD in selected
Vedes, Metro Group and the Media-
16.5 million across TV, radio, print,
stores.
Saturn.
and online media, and retail orders
42
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