TOTAL LICENSING
books by Finish writer Tove Janson ing division enjoyed a major break- tribution and merchandising excluding
and The Moomins became enormously through in the form of The Teletubbies Benelux. The TV series, aimed at kids
popular with key broadcasters includ- from BBC Worldwide. The success of aged 4-7, surrounds the adventures of
ing the BBC, TF1, TVE and ZDF The Teletubbies meant that new licen- Frog, centering on his emotions, imagi-
which led to the production of sees came onto the scene and Tel- nation and feelings. Telescreen believe
a further 52 episodes and a escreen’s success that the craftsmanship of the drawings
feature film. with the Teletub- gives the series the charm on which to
Today, The Moomins are bies led them to build an exciting licensing programme.
still very popular in Asia, be appointed to On the third party side, Hanny Brands
Benelux and in Scandinavia. handle other popular and her team continue to grow their
In fact a Moomins theme properties including Bob strategic licensing programs for prop-
park (Moominworld) the Builder and Pokemon. erties including Roary the Racing Car,
has been open since In 2003, Telescreen and Palm Dibo, George of the Jungle, Aardman’s
1993. Plus Producties acquired an Shaun the Sheep and Bella Sara. In ad-
The success of extensive catalogue of anima- dition, Brands has a growing program
Telescreen’s early tion from Egmont Imagination. for Rupert Bear, based on the books
properties set a Properties coming out of Eg- first published more than 80 years
business model in mo- mont included Hans Christian ago.
tion that the company still Andersen – The Fairytaler, Paz, “Although he’s a British bear, Rupert
follows today. As Hanny Plonsters, Little People and, has been popular in Holland since
Brands explained, “Tel- by no means least, Liz- he was first published over 80
escreen prefers to zie McGuire. The series years ago”, explained
represent a licensor comprising 65 x half hour Brands. “In fact,
rather than just a property. It really episodes has since been broadcast in the first license
helps us maximise a program if we re- 120 countries. ever granted
ally understand the licensor. Obviously, By 2005, directors Theo van der Schaaf in Holland was
this takes longer but it really is the and Sjoerd Raemakers bought Tel- for Rupert
best way to go. We’re able to do this escreen BV from Palm Plus Produkties Bear biscuits
because we have a strategy to limit the through a management buy-out. Theo’s and the com-
number of characters we represent so expertise was in home video and mu- pany making the
that we can really concentrate on the sic and Sjoerd’s experience was in biscuits, in a small
ones we have”. television distribution and the buyout village in Northern Holland, was so Teletubbies ™ Ragdoll
Of course, as time moved on, the in- enabled the company to achieve their successful that they built a statue to
Worldwide Ltd.
dustry became more sophisticated aim of becoming a fully independent Rupert!”.
and Telescreen were amongst the first full-service kids entertainment, exploi- Looking towards the next twenty-five
to realise that the days of slapping a tation and production company. years, Hanny Brands believes that the
sticker on a product were gone. And bringing the story almost up to company will continue their strategy
“Licensing became very marketing- date, from early 2007, Telescreen en- of careful planning whilst at the same
driven”, continued Brands. “Whereas tered a strategic partnership with time expanding their licensing busi-
Frog & Friends: © 2008
in the early days you would license a Cees Wessels, owner of WMG Beheer, ness internationally”. Brands is un-
Telescreen B.V./Rights at
character to a manufacturer and let a company comprising several enter- doubtedly bubbly about the prospects
Work B.V. The Nether-
them get on with it, as time moved on tainment companies. The partnership for the future.
lands, under license from
Max Velthuijs Foundation
we realised that, to get the best out has allowed increased resources to “Every day is a challenge which makes
with the support of the
of licensees, you need to give them create new programming including it exciting”, she explained. “And, after
MEDIA Programme of the
the help and guidance that they need. Frog & Friends which will be launched all, enthusiasm is 50% of our busi-
European Union.
We take our responsibility to chil- this October at MIPCOM. ness.”
dren very seriously and our licensees In addition, with the first thirteen
respect us for that. In fact, there are episodes of the series complete, Tel-
some licensees that we have worked escreen will be presenting Frog &
with for many years and this also helps Friends at Brand Licensing Europe
as trust is a very important part of this show to licensees, agents and retailers.
equation”. On their booth in London this year,
With a tie-in with Palm Plus Produc- Telescreen will actually build the in-
ties in the late 1990s, Telescreen began terior of Frog’s house. Visitors will
to produce increased numbers of se- be encouraged to visit this charm-
ries, most notably Miffy who starred ing living room which will have views
in 78 x 5 minute episodes and four of Frog & Friends’ environment.
twenty-four minute episodes. Telescreen handles the worldwide
The same year, Telescreen’s licens- media rights, including TV, video dis-
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