TOTAL LICENSING
has already proved to be a successful Finally, in a move more towards a
choice. Launched in September 2005, brand extension licensing program,
the show has consistently rated in the Target are marketing Channel 5’s Milk-
top 10 pre-school shows for mothers shake!
with children aged under three and During the week, an average of 2.5
kids aged four to six. million viewers dip into Milkshake and,
The series is based on the classic running from 6am to 9am each day,
books by Ian Whybrow and Adrian Milkshake is the UK’s favourite desti-
Reynolds. The first series is aired sev- nation for preschoolers.
en times each day across Five’s Milk- A compilation CD and DVD launched
shake, Five Life and Playhouse Disney in September last year and a publish-
and the second series will begin airing ing program is now in place to debut
shortly. Helen Howell’s and her team in 2008. In addition, Milkshake fea-
have already signed ten licenses. “With tured in Superbrands book for estab-
Fisher Price as our master toy licen- lishing the finest reputation in its field
see and other licensees including Rain- and Target believe in the potential to
bow Productions, Puffin, David Halsall, extend the brand out into consumer
Humbo, Samuel Eden and Lightbody products.
on board, we have just signed with Helen Howells believes that the com-
Premier Productions for a national
touring theatre show which will start
line, we’re launching a heritage line to
in February next year. Harry also gives
capitalise on the huge affection that
us a pre-school boys property to bal-
clearly exists for the brand”.
ance our portfolio”.
Fluffy Gardens is a further girls prop-
A further property in the Target port-
erty represented by Target. Created
folio is Sindy with a licensing program
by Monster Animation in Dublin, the
that will launch this Spring. Target al-
series comprises 39 x 7 minute
ready have half a dozen licensees in-
episodes and will air on Car-
cluding Marks & Spencer for nightwear,
toon Network in the US,
underwear and hosiery and the pro-
RTE in Ireland and the ABC
gram takes advantage of the re-mod-
in Australia. Target are han-
elled doll line which launched through
dling television, DVD and
Woolworths in September 2006 and
merchandise on a worldwide
achieved 90% sell-through in the run
basis for the property.
up to Christmas. Target view Sindy as
“This is really aimed at the very
a ongoing program, as Helen Howells
young pre-school market. There are
pany now has a good mix of boys’
explains. “The popularity of Sindy over
a lot of distinct characters and this
and girls’ properties and the potential
the years has never really gone away.
makes it very collecitible”.
for growth through others coming
We are very much in this for the long-
Storm Hawks is a very definite boys’
through Target’s Children’s and Family
term and over and above the n e w
property from Nerd Corps Entertain-
division.
ment in Canada. The series comprises
As the company grows, both in the
52 x half hour episodes and will be
UK and internationally, Alison Rayson
aired this year on YTV and Cartoon
believes that there may be the po-
Network. The series targets boys
tential to add a dedicated consumers
aged six to twelve and Spinmaster
products person into the US, where
has signed as master toy licensee.
Target have offices for their television
Target have UK rights and are
side in New York and Los Angeles.
excited about the potential of
But, despite the growth, Rayson is
the property. “This really has
keen to point out that success comes
all the elements needed for a great
as a result of trust – whether on the
merchandising program”, explained
part of a television buyer or a licensee,
Helen Howells.
retailer or consumer.
Meegos is an online brand that is pop-
“We are a very united team”, she ex-
ular in the world of Microsoft Mes-
plained. “And we’re all hugely enthu-
senger. Target are setting up an online
siastic. This, and the fact that people
shop where fans can create their indi-
can trust Target, are factors that come
vidual Meego and, as Helen explained,
across and are enormously important
see this as an excellent way of testing
as we grow our business”.
the market for further product.
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