TOTAL LICENSING
fied and the pricing structure for some ally want our daughters to think that space for this sector has become
shows doesn’t make sense for us. Ex- the image of a little hooker is cool?`’) fiercely competitive
hibitions are an expensive, Jeli.Deli™ on the other hand is edgy so brands
exhausting business and and gender-neutral, and features fruit- have to be
the cost of exhibiting loop animals and wacky sea creatures, p r e t t y
with the gratuitous odd human thrown dynamic
in for interest! All palatable ingredi- to sur-
ents for the active imagination of vive longer than
tweens today! The graphic style a few seasons.
of the brand is unique and imme- Your product has to scream
diately identifiable with humor- out from those shelves loud-
ous strap lines. It’s a character ly enough to be heard over
surf-brand for kids. Jeli.Deli™ the posse of product vying
is proving a great hit internation- for attention. Building heri-
ally and particularly with schools in tage with a brand takes time
is at times out of proportion when the US where in a recent campaign 9 and patience and we’re in no hurry”.
you consider that the space itself is million school children received a Jeli. Whilst Santoro has an unparalleled
a small percentage of the overall cost. Deli™ product. track record of creating and launch-
With the onset of emerging markets Santoro’s award-winning proprietary ing brands without the traditional me-
and new technology there has to be a Swing Cards™ continues to be a si- dia exposure, it would appear that ev-
more cost effective way of reaching a lent giant for the company. Sold in erything they do is successful. “Obvi-
global audience without the prohibi- over 54 countries the collection is ously not so. If you don’t try, then you
tive costs of exhibiting at a show and still going strong after 15 years. San- don’t make mistakes. We always try
Santoro’s Booth -
the physical impossibility of exhibiting toro has most recently started to and, if at first you don’t succeed, deny
Licensing Show 2006
at different shows at the same acquire classic licenses for use
time.`’ on the Swing Card range,
to add to the ever growing
So where are Santoro selection, which already fea-
today? tures the classic Beatrix Potter’s
Santoro are currently experienc- Peter Rabbit.
ing considerable interest and growth Santoro believe a strong online pres-
with their latest brands. Tutti Cuti™ ence in reaching out to tweens is ab-
- girly cute, with just the right amount solutely crucial, and in line with being
of natural sugar - bang up to date, with adaptable to change, “Our website is an
a fond nod back to the days of carefree excellent tool for bringing our brands
innocence, when it was always summer directly into the lap of our consum-
and things were kitschy-cool. Because er”, confirms Meera, “and important
of the level of stylish products devel- for brand development, awareness
oped under the brand, sales of Tutti and building brand loyalty. It also helps
Cuti™ have shown that it crosses us to communicate directly with our
the age barriers, appealing to girls 8- global audience.” Testament to that is you’ve been trying at all’, says Meera.
20+. “I think the growing trend toward the fact that the Santoro web- “Looking back over the last 20 years,
shock-factor brassy brands for young site has gone from receiving we have seen so many companies ei-
girls is sad and unfortunate, especially 7.5 million hits in January, ther boom and bust or just swamped
when it is targeted at the age when to 11 million hits in March out of the market by the bigger boys.
girls are most impressionable. We to a staggering 17 million I believe that it’s not necessarily those
have to really think about the mes- hits at the beginning of April - companies that appear big, strong or
sage we are putting out and growing. The Santoro website is confident that will continue to survive,
there via our brands and currently ranked in the top 1% of 8 but the ones that embrace, adapt and
products. (After all, million registered world wide web- change to accept the new and emerg-
how many of us re- sites. ing technologies and markets.”
Meera thinks that the
tween market has Suffice to say Santoro are cur-
evolved hugely particu- rently working on some very For information,
larly over the past few exciting new projects that will
contact Santoro:
years and is likely manifest themselves shortly!
licensing@santorographics.com
reaching saturation “You’ll have to wait and see”,
www.santorographics.com
point. “Retail says Meera. Tel: +44 (0) 20 8781 1104
115
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