Презентация на конференции Секреты детского маркетинга, 2010

1. The Power of Kids Licensing
Jason Rice, Licensing Director

2. Russia Market Overview?
• Transitional period for Russia market
• Russia is now becoming a serious contender in the global market of licensing and
merchandising:
 Increasing purchase power
 Changes in consumer behaviour
 Accelerated development of TV and other mass media
• Retail turnover has exceeded $400billion per year over the past five years
• In 2009 the Russian children’s market increased by 16% up to $10billion with growth
of 13 to 16% predicted over the next five years
Comcon 2009

6. Cartoon Network Russia Branded Prime Time CN Blocks on TV3
launched October 2009 and Ren TV
CN Microsoite on Tvidi.ru, largest Dedicated CN website launching late
Russian Kids Web Portal Autumn 2010

7. A Franchise Management
Approach
• Co-ordinated roll-out across
markets – TV, Syndication, L&M
• Shared content, assets and
timings
• FM process ensure we create
and source best brands through
pooling resources across EMEA
• Reduces costs and maximises
commercial upside

10. A Quick Case Study….

11. Show Essentials
• Created by Craig McCracken
• 3 Emmy nominations - 1999, 2001 & 2004
• 78 half-hour episodes
• Primary Show audience = 4- 12 yr old girls

13. Brand Segmentation
Designer Marcus Lupfer/Selfridges
Girls 13-25 Tom van Lingen/ Colette
Brand Driver La Casita de Wendy/ EKS
High Street Bershka
Girls 13-25 Topshop
Revenue Driver Pimkie
Clockhouse
High Street/Mass Adams
Girls 4-12 ECI
Revenue Driver C&A

14. Apparel & Footwear

15. Bags & wallets

16. Gift & Stationery

17. Accessories & Personal Care

18. Helmets & Trainers

19. Adidas - Shoes

20. Bershka

21. Gaudi Catwalk - Barcelona

22. Gaudi Catwalk - Barcelona

24. Branded Environments &
Live Entertainment
Pop-Up Cafes Retail Parks
THEMED
ATTRACTIONS
Appearances Mini Shows Interactive Stage
Events
LIVE

28. Extend your brand across key
consumer touch-points
National
National Online
Online Video
Video Publishing
Publishing Promotional
Promotional
Campaigns
Campaigns Game Creator
Game Creator Games
Games Expansion
Expansion Licensing
Licensing
iPhone
iPhone Personal
Personal Channel
Channel Live
Live
DVD
DVD Show
Show
Apps
Apps appearances
appearances Events
Events

29. Infrastructure…

31. Tertiar
y
Example:
Decide Your Secondary Primary
 Toys
Product Strategy  Publishing
 BTS
 Gift & Novelty
Primar Secondary
 Apparel
y  Accessories
 Footwear
 Sporting goods
 Accessories
 Homewares
Tertiary
 Consumer Electronics
 Interactive
 Pet Accessories

32. Retail Strategy
High - End
Mid
High Street/
Mass

33. Direct to Retail Model
• Bespoke retail licensing programmes
• Allows us to build long-term relationships with key retail
partners
• Enables our licensing programmes to get to market
quickly and establish desired in-store presence
• Creates compelling destinations for our brands and our
retail partners in consumers’ minds

37. Premiere Screenings
Alien Swarm Premiere Screening
Moscow, 6 Dec 2009

38. Kids Events….

40. 2006 2008 2009 2010

41. Supports
Product Evolution

42. CN Studios Co-Production Acquisition

43. And finally….

46. Cпасибо!
Jason Rice, Licensing Director