Okay, so I know about ANGRY BIRDS and Moshi Monsters and Pixel Chix and Stardolls (check this blog I've been following trends in toys and virtual characters for more than 5 years) BUT I was still blown away by the visuals beaming out from the Licensing Expo as I headed to the floor from the press room today.
My first thought was "THIS IS THE NEW NATPE) the National Assn of Television Program Execs show that has long been known for introducing and previewing what's new and cool & the latest in celebrity deals for TV. Then I realized -- this ain't your grandpa's Licensing Expo -- it's not TV, it's not Film, it's not mobile and it's NOT JUST entertainment either.
Even if you combined NATPE and SHOWEST (the conference for theatrical exhibitors to preview what's next) together -- you still wouldn't feel the same impact as seeing thse LAVISH -- yes, gorgeous exhibits, lasers beaming, projected images star studded with what's long been the Hollywood Elite team ---CAA, SONY, Dreamworks, interspersed with repurposing or what you might call catalog extensions of JOHN WAYNE archives (REALLY his son is involved) THREE STOOGES revitalized and a whole new sector on games.
At first glance the top 5 trends I spotted today (not necessarily in this order):
#1 Exploiting digital characters and Apps for mass merchandising and top tier level content deals--movies, TV SPECIALS (yes, specials not necessarily shows or series) and LIVE events
#2 Celebrities like Janet Jackson harnessing the power of brand building with her OWN booth!
#3 Lifestyle and Consumer Product Deals mentioned in almost every press release -- the movie JURASSIC PARK may have made more money from merchandising then the film did BUT I never say in those days the insistence on mentioning 'lifestyle and consumer product" deals. Let's face it that brand category is a heck of a lot more prestigous and lucrative then T Shirt and stickers!
#4 BACK TO THE FUTURE --for decades Hollywood execs have fretted about how to market their back catalogs effectively -- now nothing's really OLD anymore. Even John Wayne's legacy is being re-invented, THREE STOOGES, STAR TREK, POWER RANGERS, BARBIE, and Hasbro properties are truly Trans-media (not just across all platforms, not just virtual and real but beyond media to Toys and collectibles and of course even co-producing their own media like Hasbro and even SeaWorld Productions (yes a new Turtle Movie -- not the mutant kind either.
5) CONTENT MAY BE KING...but characters can walk their talk -- and if you've created a recognizable character or a slate of them like TALKING FRIENDS then you just MIGHT be the new MATTEL or HASBRO -- and let's face it 100 million downloads in 11 months....in a time when DANCING WITH THE STARS basks in an audience of 20 plus million? Yowza!
PS I'll be hanging out at Suite 60002 Mandalay Bay tonight & tomorrow -- join us for drinks & discusion on the FUTURE OF LICENSING with my pal Dee Bryant and his colleagues!
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