RELOADED LICENSES
by Ernst Kick, CEO, Spielwarenmesse eG
E
very business economist has it drummed into
them are Australia, Europe, Russia, and the U.S.
them: the product life cycle of development and launch,
growth,
maturity
and
Can you hear the buzzing? Maya the Bee is taking
saturation,
off again. Since last March, she has been buzzing across
shrinkage, and degeneration. But is that the end of it?
TV screens in a new season of 78 episodes in Germany,
Some products prove the exception to the rule, including
now in a slimmer 3-D look. Back in 2012, she celebrated
the ever-popular licensed characters. Occasionally they
her 100th anniversary as the book heroine from the
disappear out of the limelight, yet still bring in handsome
novels by Waldemar Bonsels. Since 1976, she has been
revenues. Then they take the market by storm again—
a busy bee causing a stir as a cartoon figure, and in her
anniversaries, cinema films—and although destined to
current reincarnation, clever little Maya the Bee has
due oblivion, they defy fate and make a comeback.
given herself a new lease on life.
Incidentally, The Smurfs have been doing this best
These individual character revivals are awesome—yet
since 1958. The Smurfs made its cinema debut in 1975
more awesome still than this current phenomenon is its
(1976 in Germany), took some time off, and then
unprecedented extent. Activision has successfully paved
celebrated its 50th anniversary in 2008 with an
the way for a new generation of licensed heroes:
exhaustive European tour through 20 countries. Since
Skylanders. The Skylanders brand has blended real toy
2011, it has pursued a strict regime of appearances with
characters into a virtual game environment. Players build
three cinema films in a two-year rhythm. On the launch
up
of the film The Smurfs 2, it topped the world charts on
Skylanders to find their place as heroes in the hearts of
the first August weekend in 2013. Although not quite
children. Another media group, Disney Interactive
a
relationship
with
the
characters,
allowing
matching the record of the first film, the Smurfs brought
Studios, chose this path, too, and has succeeded in
in $70.7 million (U.S.) in 44 countries.
bringing its entire portfolio of licensed characters back
The Teenage Mutant Ninja Turtles celebrated its
into an unending game of licensed themes with Disney
25th anniversary in 2009 with the film Turtles Forever.
Infinity. With this game, Disney Interactive Studios draws
As the title suggests, the next film is already in the
on the repertoire supplied by the Walt Disney Co. The
works and will run in the U.S. this summer. I am struck
relationship to famous Disney figures already exists, and
by the global potential of the Ninja Turtle universe,
in the game, players can conquer and shape a new
which is also reflected at the Toy Fair. In the
gaming environment with their favorites. All the star
International Trend Selection, which we put together
brands are featured: Monsters University, Pirates of the
every year for toy market license themes, five out of our
Caribbean, Cars, Toy Story, The Incredibles, and The
10 media partners rated the Turtles as one of the top
Lone Ranger. It’s a smart move: Adieu product life cycles;
three licensed themes in their country last year—among
hello infinitely reloaded licenses.
DECEMBER/JANUARY 2014
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THE TOY BOOK • 15