Mondo TV organized a successful licensing summit for Heidi, Bienvenida a Casa, Mondo’s first live action show, produced by Mondo TV Iberoamerica along with Alianzas Producciones.
The large number of participants at the summit, which took place from 2pm on May 22nd in the Jasmine E Room at the Mandalay Bay Convention Center, included actual and potential licensees from all over the world. They gathered to hear about the licensing and broadcast prospects of the show, which follows the adventures of a country girl in the city, bringing together comedy, humour and music in a moving and charming update of the classic novel. Panini, which has already signed to produce a wide range of Heidi-inspired books, stickers and magazines for a number of markets, gave a fascinating presentation about its commitment to the show and its plans for the publishing category.
The Heidi, Bienvenida a Casa summit offered a comprehensive overview of this major series, looking at TV sales projections and growth, future seasons, promotional activity and, most importantly, the licensing programme. It also focused on the characters and concepts, but especially on the values that underpin the series and are likely to appeal strongly to its teen audience — values like friendship, respect for others, and love of nature and animals.
It’s not surprising that a number of licensing agencies have already been assigned throughout Latin America to work on the show. Their plans and ongoing work with the brand were discussed. Two — Exim, covering both Colombia and Brazil, and Surge Licensing, covering the US — spoke about the show and its potential in their markets
Already making a strong impact in the Latin American market and Brazil, Heidi, Bienvenida a Casa is expected to attract strong broadcast interest in other regions in the coming months. Not surprisingly therefore, prospects for the European market and the rest of the world were also reviewed. It looks like many more viewers and licensees will soon be saying “bienvenida” to Heidi in the coming months.