The Boy Scouts of America celebrates its 100th anniversary this year. The organization has come a long way in licensing over the past 100 years, including the recent introduction of two new characters available for licensing.
When Melissa Segal joined The Jim Henson Company at the start of 2009, the company quickly ramped up its licensing efforts. Through a three-pronged strategy that focuses on new family entertainment (such as Sid the Science Kid and Dinosaur Train), well-known legacy properties, and third-party brands, the company’s licensing stable is not only growing, but also diversifying.
Lavish Group—a privately owned group of companies operating within the media, content creation, and marketing industries based in London—is undertaking a very ambitions rollout strategy for its Luv Me Buddies property. The 100-day plan, which kicked off on June 25, includes specific targets and milestones for the campaign, which will focus heavily on the Luv Me Buddies website, which is set to launch on July 21. The brand is designed for global appeal. Lavish Group’s CEO, Marc Todd, gives aNb Media the scoop on the Luv Me Buddies, the 100-day strategy, and more.
There’s lots of excitement at Nickelodeon this year, from Dora the Explorer’s 10th anniversary to the company’s recent acquisition of Teenage Mutant Ninja Turtles. Lourdes Arocho, Nickelodeon Consumer Products’ recently promoted vice-president of toys & games, gave aNb Media the update on the company’s plans for 2010.
Precious Moments has begun to expand its brand into a variety of categories looking beyond its roots as a figurine and gift company. It has recently signed a number of deals that bring Precious Moments’ art and characters to the baby care category. Susan Meek, vice-president of licensing for Precious Moments, discusses why the characters can be licensed successfully and looks at the company’s future plans.
Abby Cadabby has been part of the Sesame Street character lineup since 2006. The character continues to grow in popularity and even has her own CGI-animated segment on Sesame Street called “Abby’s Flying Fairy School.” Maura Regan, senior vice-president and general manager, global consumer products, Sesame Workshop, updated aNb Media on this fairy friend.
This past February, UK video game company Rebellion Developments took the classic Aliens vs. Predator brand for a spin with the new Aliens vs. Predator game for PlayStation 3, Xbox 360, and the PC. Tim Jones, head of art and design at Rebellion and the project lead for Aliens vs. Predator, answers a few questions about the return of the franchise to the video game category.
MODA, which began as MODA International Marketing, has recently changed its name to MODA Licensing signifying a new direction for the company.
Fans of Where’s Waldo can now seek and find the red-and-white stripe-wearing character on their phones through licensed mobile games and iPhone apps thanks to Classic Media, which represents the property. As of April, 1 million Where’s Waldo apps had been sold for the iPhone and iPod Touch. Nicole Blake, who was recently promoted to executive vice-president, global marketing & consumer products at Classic Media, talked about bringing Waldo to cell phones and why this venture makes sense for licensing.