This ad will be closed automatically in X seconds.

International licensing landscape: Mondo TV

Valentina La Macchia talks Robot Trains and how the Italian market shapes up.

As licensing assumes an increasingly global footprint, the UK undoubtedly remains a major market for international companies.

The Source chatted to some of those which are based overseas but are making waves here in the UK, asking about their successes, plans going forward and how things might differ from licensing in their home territory.

Today: Mondo TV – based in Italy

Valentina La Macchia, director of consumer products, Mondo TV

“We’ve had another excellent year here at Mondo with successes including Robot Trains, a children’s 3D CGI animated action adventure show, produced by the South Korean content and marketing giant CJ E&M, for which we are master agent for several territories in Europe and co-producer for season two (52 x 11’).

Robot Trains will be broadcast in the UK from 2018 and so we plan to develop a licensing programme then. We have several licensees already interested in the show among different categories such as publishing, games and puzzles, fashion, party lines and bed linen.

Licensing is a little different in the UK than in our home market. The emergence of the second screen and digital channels such as YouTube and Netflix have changed the playing field for brand licensing. In Italy, alternative platforms are growing but it’s still crucial to secure free-to-air broadcasting alongside digital.

In Italy there is strong brand competition. It’s important that we focus on continuity planning, always ensuring we are offering best-in-class opportunities to licensees and retailers. That may be useful for the UK, but from the UK market we have learned something too – the importance of collaborating as much as possible with retail.

Retailers understand that brands can drive consumers to stores and give them a new experience. Properly managed and presented, brands can be a point of difference for retail.”

This feature originally appeared in the spring 2018 edition of Licensing Source Book. Click here to read the full publication.

MORE NEWS
Silc500x500
 
With the Sustainability in Licensing Conference now just four weeks away, we're honouring the United Nations' 17 SDGs with 17 things you won't want to miss at this year's event....
Ella500x500
 
Landmark collaboration will see the leading baby food brand create a Very Hungry Caterpillar range of baby and toddler snacks....
Tesco500x500
 
A number of familiar licensed names are featuring in Tesco's latest up to half price toy sale, which begins on Monday 3 October....
AshHol500x500
 
ToyTopic's Ashley Holman on why offering value for money on ranges is now crucial....
Rubieslogo500x500
 
Peter joins the licensee from Mattel where he was senior national account manager....
Jiggy500x500
 
FIFA has chosen Dream Theatre to manage the merchandise programme for the FIFA World Cup Qatar 2022 in India and South Asia....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.