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TOTAL LICENSING
the Nordic countries is simi- retailers are struggling but still hold
lar to that in the rest of the an important share of the market in
world: more intense compe- certain parts of the Nordic region, in
tition generates a growing particular northern parts of Norway.
number of properties with Nordic supermarkets and hypermar-
shorter life-cycles, meaning kets are still to a high degree “local”,
that it takes more time to es- and retailers such as Carrefour and
tablish a property. Tesco are not present, while dis-
The changes in the television count stores like Lidl and Aldi still
scene have brought about only have a few stores in the market.
more dedicated children’s Leading supermarket and hypermar-
channels and fewer free-tv- ket retailers include Prisma, Hakon
slots. The latest example is Group, Coop, Bilka, Kesko and Netto.
SVT (Sweden’s public broad- The direct-to-retail business is gener-
caster) who, after more than ally growing in the Nordic countries.
20 years, are closing their kids For apparel, it has been important for
of a strong merchandising program. An
evening slot and moving all their chil- many years, but growth can now also
international toy program with distri-
dren’s programming to Barnkanalen, a be seen in the toy segment.,
bution into the Nordic market through
digital channel dedicated to children’s In addition, there are new open-
local partners is also an important fac-
programming. ings in gift/stationery chains as
tor. Classic characters such as Sesame
Meanwhile, TV3 and Swedish Kanal well as certain supermarkets look-
Street, are making a comeback as new
5 have ceased airing children’s pro- ing to take on their own licenses.
television series have been sold into
gramming. The most intense free-TV The consumer pricing structure dif-
Sweden, Norway, Denmark and Iceland.
market for children’s programming is fers from country to country, with
While Pokémon was the property that
currently Denmark. Dis- Swedes and Finns predominantly
put manga and anime in the eye of the
ney, Cartoon Network, operating in the midprice seg-
public, other properties like Dragon-
Jetix and Nickelodeon are ment and Danes preferably in
Ball Z have been slowly growing into
all present in the market the mass market/low price/
‘manga megahits’ through a loyal and
fighting for market share. hypermarket segment, while
enthusiastic following of comic book
The big movie releases Norway combines the two.
readers.
are gaining more attention It is surprising that so many
Today, Naruto is one of the leading
as the pan-Nordic releases powerful Nordic retailer
manga and anime properties with tel-
fit the need of licensees chains still don’t pay
evision coverage in Sweden and Den-
aiming at pan-Nor- enough attention to li-
mark and DVD releases in Sweden,
dic distribution. censed properties and
Denmark and Finland. Naruto manga is
Retail chains don’t run specified
being published in all Nordic countries.
dominate statistics on licensed
Because of the relatively small popu-
the distribu- goods sales. There is
lations of each Nordic country, most
tion and sales of a tendency for all
consumer product companies need
consumer goods in retailers to go for
to treat the Nordic countries as one
most categories. In the same property
combined market in order to create
addition to fash- and goods, once they
profitable volumes.
ion giant H&M have recognized a property as popular.
There are however big differences
with 1500 stores However, they don’t aim for a deeper
between the individual countries that
worldwide, Lindex, understanding of the licensing industry
need to be taken into account. Even
KappAhl, BikBok and several others and how it could work to their advan-
with pan-Nordic media presence,
are extremely important players. The tage in recognizing upcoming licens-
there can be considerable differ-
leading toy retailer is Top Toy with ing trends and individual properties.
ences in the popularity level of a spe-
its own chain - BR Legetøj. They also In terms of exports, Swedish consum-
cific property. International proper-
hold the master franchise with Toys er goods companies aim at a world-
ties compete with a growing number
R Us, acting as a retailer as well as a wide export market whilst Danish
of new and old local characters be-
wholesaler and exclusive distribu- companies concentrate on exporting
ing introduced to licensing, from su-
tor of certain well-known brands. to EU countries, and Finnish compa-
perstars like Pippi Longstocking and
In addition, the Brio chain has been nies have traditionally concentrated
Moomin to long-time classics like
very strong in Norway and Sweden. their export and trade towards Russia
Sweden’s Laban the Ghost and Den-
In Finland, toys are sold through re- and the Baltic states, where the de-
mark’s Rasmus Klump. The common
tail group Kesko in supermarkets and mand for consumer goods has grown
denominator is their publishing origin.
department stores. Independent toy explosively.
The overall television market trend in
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