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TOTAL LICENSING
throughout the region. As in any other far beyond the re- best for their posters,
country, when a licensee looks at a gion’s local board- cards and frames.
new character-driven property, broad- ers. Licensing in the Ice Age: Dawn of the Di-
casting is viewed as a key category and Nordic market is on nosaurs is the third chap-
television is often required, preferably the rise but it does ter in the phenomenal
with strong ratings. If licensees in the present agents, licen- Ice Age franchise and will
Nordic region wish to market their sees and licensors have its worldwide release
products in all five countries, licensors with the challenge of in July 2009. The franchise
have to face the challenge of placing thinking ‘outside the is very well-known in the
the property with five very different box’ and coming up region - the successes of
and local broadcasters. Sweden and with the innovative the two previous theat-
Denmark are often viewed as the driv- new ideas needed to rical releases as well as
ing nations, mainly due to their size. catch the attention excellent DVD sales and
Pan-Nordic broadcasters such as of the consumer and merchandising efforts have
Nickelodeon and Disney’s Play- meet the their high already helped build great
house do broadcast throughout demands”. interest.
the region but are not viewed A key representa- Alicom have also recently
as strong platforms in compari- tion for Alicom is signed to represent NASA
son to terrestrial channels such Twentieth Century Archives in all product
as Sweden’s SVT, Denmark’s DR or Fox. TheThe SimpsonsSimpsons categories. NASA Archives
Norway’s NRK. continues its popu- provides licensees with ac-
Publishing is an important category larity throughout cess to one of the world’s
which often influences a licensee’s de- the region with daily most well known and re-
cision. There are a few large publishers broadcasting and ex- spected brands and assets
that work throughout the region, such cellent DVD sales. include over 15 million
as Egmont and Bonnier, but, as with Working closely with broadcasters high resolutions images, thousands of
broadcasting, it is often necessary to such as TV6 in Sweden several com- videos and reels of film, CGI anima-
place properties with local publishers petitions and other events have been tions, audio clip and over 100 official
and build a program for each individu- held which this allow licensees to NASA Mission Patches. The interest in
al nation. With a publishing deal inked market their products and heighten space travel has never been greater in
and broadcasting in place, potential the consumer experience.In Scandina- the Nordic region, much due to me-
partners are much more likely to take via there are currently over 20 local dia’s focus on the Swedish astronaut
a second look at the property being licensees signed. New licensees have Christer Fuglesang. Fuglesang joined
presented. come aboard together with strong the crew of Discovery and docked
An ongoing trend in the Nordic region partners such as H&M. with the space station ISS in 2008 and
is the demand for ecological and en- At Fox Licensing’s annual Homey in July 2009 he will once again return
vironment friendly products. Consum- Award ceremony held in New York to space.
ers are often willing to pay a little more at Licensing Show in June, Alicom Li- Other properties in Alicom’s stable
for products marked as eco-friendly. censing was the International Homey include Paramount Studio’s programs
Although this is currently viewed as a Award winner for Agent of the year for The Godfather and Grease and
trend, the amount of green products 2008. Alicom also took home Retailer their upcoming movie Hotel for Dogs.
and services available in the market of the Year Bronze to Gallerix, a Swed- In addition, Fall 2009 marks the begin-
indicates that this new way of think- ish retailer with over 90 stores known ning of a new adventure for Strawber-
ing has begun to be part of the con- ry Shortcake when Hasbro takes over
sumer’s mindset. Many licensees have as new global master toy partner. In
begun to understand the importance the Nordic region the series is broad-
of providing consumers with a green casted with strong ratings on channels
alternative which has lead to several such as TV4 Sweden and TV2 Den-
interesting deals arising in the Nordic mark and sales are better than ever
market. and growing.
Although Scandinavia is sometimes
viewed as a smaller market than most, Kidz Entertainment/EEMC are
past and present ventures have proved based in Denmark. AnnaAnna LisaLisa McBride,
the Nordic region to be a hotspot for President & CEO of the company, ex-
innovative new deals and a guiding plains her view of licensing in the Nor-
trendsetter. Large Nordic corpora- dic region.
tions such as H&M, Nokia and IKEA al- “In the Nordic region, KidzEntertain-
low local licensing initiatives to stretch ment / EEMC covers five countries:
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