Keeping the spirit of the brand alive

LICENSING 2002 Viewpoint – Jane Smith, md of Entertainment Rights, offers the essential steps for shaping a kids’ property.

We are in the business of building global brands across children’s properties. While this is no mean feat given the immense range of cultural differences in today’s world, there are a few basics which, if addressed early on, can contribute to the potential success of a brand.

First and foremost, any brand that works must have an inherent ‘spirit’ – a magical quality specific to that property. Far too many ‘manufactured’ brands have failed, despite good broadcast platforms and comprehensive marketing support, because they have no heart. This is difficult to define, but ultimately it is essential. Otherwise why have properties such as Postman Pat, Winnie the Pooh and Thomas the Tank Engine sustained where others haven’t?

Taking children’s entertainment characters, exposure to the public is the ultimate goal, and therefore securing a strategic television platform is the first step. Sales teams should be acutely aware of the importance of this element in the overall marketing programme of any brand and should work hard to secure this piece of the puzzle as early as possible. The choice of broadcast partner is essential as they must share the vision for the property and this must be a collaborative relationship, as without an audience, there is no brand.

Dovetailed with broadcast, a full licensing and marketing programme will support a property and allow cross-promotional opportunities. Video and DVD releases, toys, electronic games, licensed product, publishing, promotions, stage-shows and musical spin-offs are some of the potential areas of exploitation.

As so many different elements need bringing together at the right time, a team of brand managers needs to micromanage each property to ensure that they have the best chance of breaking through.

We are currently focusing on three quite different brands. Firstly, Merlin the Magical Puppy, a CiTV preschool show, recently released on video in the UK, which is selling well internationally. Although a completely original concept with no pre-awareness, Merlin the Magical Puppy has an inherent appeal and spirit. Secondly, the infamous fox, Basil Brush. We are currently in production on 26 half-hour episodes of a live-action sitcom starring Basil for CBBC. While Basil has not been on air for over 20 years and has never starred in a children’s show, he still has appeal to an existing and new fan base – due to his spirit. And thirdly, Postman Pat, a classic perennial preschool favourite both in the UK and internationally. We are currently looking at how to refresh and reinvigorate this brand to ensure that Postman Pat and his friend, Jess the Cat, continue to entrance children the world over.

These properties all have a definite advantage over much of the competition in that they have brand ‘spirit’ – a commodity which enables them to stand out in a very crowded marketplace.

Timing, focus, a strong concept, good partners, great product, resources, expertise, ‘spirit’ and, of course, luck. That’s what it really takes. Yes, there’s a lot to think about but with properties such as these, the chances of success are so much higher.