Kids
Mipcom Day 2: Licensing and merchandising takes center stage
CANNES: The licensing matchmaking breakfast organised by Mipcom on Day 2 in association with Publisher Kazachok was a novel networking session, which was as informative as it was an opportunity to interact with others from the industry. Kazachok annually publishes a comprehensive directory of companies involved in Licensing in France.
Speaking to Indiantelevision.com’s sister concern Animation ‘xpress, Kazachok Licensing Director Rob Watson said, “The objective behind organising the get together is to help producers who are starting out to understand how to fit licensing into their business strategy and to interact and network.”
Sharing some basic licensing stats for France, Watson said, “The licensing business in France is about $ 5 billion. There are about 15-20 agencies that specialise in merchandising and 300 to 400 manufacturers and distributors.”
To set the ball rolling the organisers assigned Licensing related themes to each of the tables, including topics like How to deal with multi national deals?, Why choose an agent? Why go the direct route as a license holder etc.
The tables were soon populated with delegates from many different countries consisting of a few agents and licensees while the majority were content creators.
Interestingly irrespective of whether they were from India or South Africa, from Netherlands or New Zealand, animation producers from across the globe were all optimistic about tapping in on Licensing and Merchandising, and as was evident from the conversations and discussions at the matchmaking breakfast, they all wanted to know more about how to crack this lucrative yet tough opportunity.
A few that were experienced and well acquainted with this business moved around passing sagacious advice:
Its easy to get licensing deals in place if one has a strong broadcast or toy partner
Producers ought to be careful while signing agreements with broadcasters who usually demand all of the rights of the IP
Having a very clear idea about one’s TG is necessary. Is the show for boys? is it for girls?
The only time licensing professionals seriously consider a gender neutral property is in the pre school category
80 of the L&M business comes from 5 segments including Toys, Publishing, Household Goods, Home Entertainment and Promotions.
One of the participants, Stephanie Lemasson, Business director, Creata which handles L&M for brands such as McDonalds and Kellog shared her criteria while judging the L&M potential of a show, “Does it fit in the profile of my brand, does the TG match? We also look at things like programming commitments, which means how long is the broadcast contract and whether it is to be broadcast on a channel with larger audiences? Who else is signing the show, Is there a strong toy brand on board?”
On being asked whether L&M potential is judged for characters or for shows, Stephanie replied that “it can be for a character, it can be for a show, the rule of thumb is that it has to be part of a child’s everyday experience.”
A great start to a day, which had some more on Licensing including the second Mipcom Junior Licensing challenge in association with License magazine.
Kids
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
