LM interviewed Marie-Laure Marchand, SVP Global Consumer Products & Business Development, Chefclub, to know more about the 2023 news and the French children’s content market. The company will be among the exhibitors at the upcoming Cobrandz.
What are the main new features of Chefclub for 2023?
Klépierre Group, the European leader in shopping centers, is hosting a series of live events called Playfood x Chefclub – aimed at offering gourmet, accessible, fun, and shareable culinary experiences to kids and families from Feb to May 2023. The tour will be held in their 10 biggest shopping malls and will feature three dedicated areas, each branded by a Chefclub Kids’ character and each offering different food-related experiences. This will be a great opportunity to enjoy an unforgettable Chefclub experience with the whole family.
We also teamed up with the #1 Meal-kit service in France, QuiToque, to provide kits for children. Starting February 6th, Quitoque is offering exclusive Chefclub Kids recipe boxes that will allow families to enjoy shared moments in the kitchen by providing them with easy-to-follow recipes and fresh, high-quality ingredients twice a month. To complete the experience, Quitoque has also included our Chefclub Kids measuring cups and utensils for sale on their website.
And lastly, we are currently working on two important promotions that will be disclosed t at the end of the second quarter so stay tuned.
How is the French children’s content market evolving today?
French animation has a long history and is still a leader in the industry standing up to giants like the US and Japan with big production champions such as Mediawan Kids & Family, Xilam, TeamTO or Zag Toon to name a few. French television broadcasts a total of nearly 15,000 hours of animated programs for younger viewers among which 65.5% is produced by French studios (source CNC in 2021).
Traditional terrestrial TV market share is declining slightly while VOD offerings are growing, both from broadcasters themselves or streaming platforms. This has a direct impact on the licensing industry where historically IPs were mainly driven by terrestrial or movie successes and we are already seeing new emerging properties coming from digital or streaming platforms.
Another particularity of the French market is that it has become the second biggest territory after Japan for manga. Manga sales have boomed in France since the government launched a new “Cultural Pass” in 2021 granting 300 euros to every 18-year-old to spend on the arts to entice teens to read. As a result, Anime heroes have become super popular among kids and teens.
Last but not least we see a growing demand for Made in France and sustainable products which is driven by consumers and retailers more and more. Lots of products and packaging are now eco-friendly and are definitively changing the licensing market.
Curated by Andrea De Amicis