Licensees Focus


21 Sep - 2017

Turner presented the licensing strategy behind Ben 10 franchise.

During an exclusive event by Turner, organised in Milan last September 14th, Ilaria Rossi, Licensing Director, revealed to licensees and partners the launch strategy of Ben 10.

The animated series is one of the most successful and world leading shows and franchises on air on Cartoon Network. Moreover in Italy, the property will have a higher exposure on Boing TV.

The event was also attended by Giochi Preziosi, the official distributor of Playmates Master Toy throughout Europe, and licensee for the development of a range of Back to School and Stationery products.

Other new important European partnerships will soon be signed into the toy categories, complementary to the Master Toy.

New for clothing licensing agreements with Sun City for baby clothes and accessories and Commerciale Campana (owner of Original Marines brand), which will launch a line of footwear dedicated to Ben 10 starting from spring/summer collection 2018. Moreover, they are closing important agreements in the categories of Publishing, DVD and Videogames.

Also news for Robocar Poli, the beloved series dedicated to the preschool target. After the launch on air of last February, at the same time of toys distribution, the show returned to Cartoonito on September 11 with the new episodes. Rocco Giocattoli, the property’s Master Toy distributor, has included Silverlit’s toys in all major stories, supporting it with a big TV campaign from mid-September and until Christmas time. While the publisher Magazzini Salani will release books on the characters of the Tv series just before Christmas. Strategic partnerships include also the one with Grani&Partners for the development of promotional products on newsstands and with important catering chains.

There will be also important news for the beloved girl power ambassadors, The Powerpuff Girls. In October, new exclusive episodes will be on air on Cartoon Network.

New licensing agreements have also been introduced for this property, which continues to appeal to all categories and around the globe: in September there will be the launch of LEGO® Dimensions ™ (thanks to a Lego Toy Pad, mini-figures of super heroines interact with the video game in a unique adventure); in October, there will be the launch of PANINI’s stickers and Dino Bikes’ bicycles by Christmas time. In Spring 2018, it is planned the retail launch of Commerciale Campana with the colorful line of Footwear dedicated to the heroines of Cartoon Network.

With a 360° approach, Ilaria Rossi also anticipated retail and marketing activities that will support the product launches for the upcoming year.

Turner‘s franchises will be further strengthened by many on-air and off-air marketing initiatives.

Among them, Boing & Cartoonito will go on Tour, through a great itinerary event that will see both tv channels to take stage in Milan, Turin, Naples, Rome and Bari for five weeks long, starting from September 23rd. In the various squares involved, children and their families will have fun through many activities and games that will feature the most prominent tv show of the channel.

In September, moreover, Ben 10 is the protagonist of an OOH campaign in Rome and Milan with no stop adv and dynamic digital campaign at metro stations, buses and trams.

On the digital front, Turner’s properties were supported by app launches: Ben 10 – Always Stronger (January 2017) that reached over 106k downloads, The PowerPuff Girls Story Maker (March 2017), a real success for over 1,143,000 downloads, and Ben 10 Alien Experience (August 2017).

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