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International licensing landscape: One Animation

The company’s Will Ochoa talks Oddbods and Singapore’s retail landscape.

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: One Animation – based in Singapore

Will Ochoa, international licensing director for EMEA/USA

“One Animation has enjoyed huge growth over last four years across both linear and digital channels and are now on in over 100 markets worldwide. The toy range for our newest content, Oddbods, was launched last year across Europe and Asia to build on successful partnerships including the 30 million Ferrero Eggs that were in circulation.

In the UK, Oddbods continues to rate very well on CITV where it has 12 scheduled slots throughout the week. We are leveraging this success to bring a multi-category licensing programme to the UK in 2018 to encompass toys, apparel, stationery and FMCG.

We are excited to have partnered already with Primark for a nightwear line from Cooneen and are gearing up for new toy range launching autumn/winter 18.”

Oddbods

“In terms of the retail landscape, everything is different here. There is no high street as we know it in the UK – Singapore’s retail is highly mall and department store based. Singapore is very hot and very humid and so it’s all about one stop shop convenience; a variety of choice and brands all in one air conditional space.

Price comparison is much simpler from one store to another, making differentiation by other means key. Product innovation and retail displays are all the more important, as are great relationships with retailers. Whereas in the UK and Europe, supermarkets continue to drive huge licensed product sales, Singapore cannot accommodate supermarkets of this size. Licensed product in this space is largely driven through the convenience store channels where novelty gifting, confectionery and FMCG products are key.

Looking ahead, One Animation is very well placed to cater for a trend that’s very strong over here – entertainment and product with educational/skill based value. This is a trend I see starting to spread further afield, albeit in the form of soft skills, into Europe and the US.”

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

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