The Bologna Licensing Award 2017, and the winner is… Victoria Licensing & Marketing with Barbie Loves Tezenis.
On the occasion of the 10th edition of the Bologna Licensing Trade Fair, BolognaFiere instigated the first award in the sector, Bologna Licensing Award. Four acknowledgements aimed exclusively at exhibitors in the event, to the best licensing program developed during 2015/16 under the PRE-SCHOOL, KIDS, TEEN and ADULT categories.
For the Teen category, the award was assigned to BARBIE, Mattel’s top brand managed by Victoria Licensing and Marketing, with reference to the BARBIE LOVES TEZENIS project for ‘the completion of brand extension in the teens segment, with integration between retail, social and product development and for the capacity to extend an iconic brand into an adult area, making it strongly inspirational in a category of great appeal for the target’.
Created for the Autumn/Winter 2015/2016 season, the capsule collection with the most famous doll in the world as protagonist – Barbie Loves Tezenis – has become a must have for Autumn . The iconic logo, doll prints and evocative script in fonts that have been taken from the World of Barbie are some of the items in the t-shirt and sweatshirt series for girls and women. The capsule collection also boasts pyjamas and underwear sets.
Tezenis, chose Barbie, pop icon with a sporty chic look, and studied more intensely that one would normally for a capsule collection, giving consumers the possibility to have fun and wear fun and glamourous clothing that is available for both women and girls. The capsule collection was thought up as a way of sharing a shopping experience for all that are fans of the brand.
There are multiple well studied activities to support and celebrate the capsule collection, from dedicated windows in every store, in-store collection launch activities in the biggest Tezenis stores in the world, right up to the massive digital campaign. To celebrate the Tezenis collection, Mattel has created a limited series of “One of a Kind Dolls’ that wear some of the garments from the collection. The One of a Kind Dolls have been displayed in the most important Tezenis windows, both in Italy and abroad, upon the arrival of the collection to stores.
The award ceremony, held on 3rd April as the first day of the Bologna Licensing Trade Fair came to an end, saw Eleonora Schiavoni Managing Director of VICTORIA LICENSING & MARKETING, Filippo Agnello CEO of MATTEL Italy and Alice Mevio Cool Hunter Tezenis Style Office, receive the award.
“Winning this award makes us particularly proud” says Eleonora Schiavoni, Managing Director of Victoria Licensing & Marketing “Thanks to impeccable management from our project leader, Paola Moroni, and the months of optimum work with the Brand Activation team at Mattel Toys Italia, we were able to create the perfect alignment of product positioning and communication. This award confirms it for us.”, continues Schiavoni. “Thanks to the enjoyment of the capsule collection that was created by Tezenis, we have had yet another confirmation that Barbie is a true pop icon, not only for mums, but also for the new generations. She is truly timeless.“
“It is with extreme pleasure that is share this moment of award winning with the Victoria Licensing & Marketing team” adds Filippo Agnello CEO of Mattel Italy “This award witnesses the fantastic team work between Mattel and VL while confirming to us just how essential this is for the development of high level projects that involve already well established brands such as Barbie. Barbie is our top brand and is our absolute priority in the development and creation of our plans. The perfect execution of the Barbie Loves Tezenis project by the Licensing team with the support of Mattel’s Brand Activation team, is the confirmation that Barbie, just like the other Mattel brands, can count on two teams that are able to do fantastic things when they work together.”
Deciding the winners was a panel of judges from the sector, composed of: Ivan Colecchia, General Manager Europe Kidz Global, Armando Garosci, Journalist and Special Project Manager of Consumer Goods, Daniela Di Maio, Expert in Kids Entertainment, Roberta Nebbia, Italian Representative for LIMA (Licensors and Merchandisers Association), and Francesca Ash, Publisher of Total Licensing Magazine.
