You know give time to a character to move

Video game based on the order paper "most beautiful life." Binders Dora the Explorer. Glasses Ushuaia. Whatever the RADIUS or the sector of activity, difficult to escape the licenses. Kazachok guide lists not less than 2,500 different this year. And this explosion in the number of proposed topics associated with an economic crisis environment, makes it more complex than ever how to manage them. "Deal with the proliferation of licenses, manufacturers are seeking advice." "As the development of the number of television channels and multicast of programs for children have amplified the possibility for productions and therefore the characters to be visible", noted Nathalie Chouraqui, Associate Director of Kazachok, agency, specializing in the universe of licences which today organizes its annual forum bringing together professionals in the sector to Village Roland-Garros. The locomotive of this universe indeed remains products for juniors.

Good price positioning

On the toy market, the turnover of the licences thus reached EUR 455 million last year, according to the NDP Institute. However showing a decline of 4. Because it is mainly on the niche of the boys that they have the best market. Star Wars is recorded a double-digit growth while Pokémon is ranked as the first value. Among girls, are the licenses as Hello Kitty, Littlest Pet Shop and High School Musical which experienced strong growth. "What has worked well in General, it is the possibility of collecting cheap objects." "End of the year, in fact, we found a drop on the most expensive toys and the first months of 2009 confirms this trend", note Delphine Cosserat, Director of licensing in the "entertainment" of NDP Department. It provides a year punctuated by many news and film output. "There is any need for a reboot if find good price positioning." "As consumer studies show that, despite the crisis, it wants to preserve the children", she adds.

It also remains to be seen what will be the behavior of signs but the industrial. "There is in 2009 and 2010 more timidity on the part of manufacturers, this may affect the little-known licenses." But the safe values should point more. "Present in the imagination of the parents, they are based on the transmission of the pleasure principle", said Nathalie Chouraqui. Already, in the Top 10 characters with the number of licensees in France identified by the Agency, there are figures of Disney, or sixty-year old Yes - Yes. But beware, this is not quite the same hero than they once were. The little man with the hat to Bell has been redesigned in 3D, a way of saying juniors that is a character in the current codes for them. While reassuring parents. The Mr Madam managed as Yes - Yes by Chorion , they saw some characters revisited in order to speak to the young of today. And come out in version Lint in Fisher-Price. Other emblematic figures announced as one of the trends of the moment: the Barbapapa. After a wave of decoration products surfing on the nostalgia of the 30s and a rebroadcast of the series, the offer in the direction of toddlers it is extended, with including children's jewellery. Over time, the management of licensing is more pointed. "In France and in Europe, must be achieved by steps to avoid the overdose", said the Associate Director of Kazachok. While in the Japan products related to a series must be there as soon as the program. At the end of the broadcast, the public turn to anything.

A less frenetic pace

In Nickelodeon which already has to his credit Dora the Explorer or Bob the sponge , the arrival of a new heroine, Ni Hao Kai - Lan, was carefully prepared. The series featuring this Eurasian of "5 years three-quarters" is aired since late August on TF1 but the first products to his effigy did arrive at the school, with textiles, luggage, stationery. "You know give time to a character to move." Products will be introduced gradually, with some exclusives by signs. "We also expect to introduce Kai - Lan, in a second time, with a target adolescents and young adults," said Laurent Taïeb, Vice President France of Nikelodeon & Viacom Consumer Products France.

Dora the Explorer, the Group well capitalize in 2010 on its ten years and put forward its values related to the discovery. "You feed a property permanently." "And, after a euphoric, it is important to ask what is the logic to do such or such product", said Laurent Taïeb. Already, the little girl at the famous Cup the helmet has two graphic charters a year to stay in the tones of the mode and closer to its public girls.

After years of turmoil, brings conditions therefore worldwide licence to adopt a less frenetic pace. The offer has chances to clarify in the next few years.