‘Increased Leisure Time is Creating the Backdrop for Strong Demand for Entertainment.’ How The Moulin Rouge is Adapting in its 135th Year

License Global: Tell me a little about your background and how you fell into the licensing industry.

Eloïse Daire: My journey into the world of licensing began with my first job at a mobile video game studio and publisher. There, I had the opportunity to work on various licensed game and content projects, primarily based on popular publishing and television IPs.

It was during this time that I discovered a whole industry that I had no idea was so structured and cooperative. I immediately enjoyed the atmosphere, the diversity of topics covered and the skills involved. After a few years, I moved on to work for TF1 Licensing and the TF1 group’s diversification division.

Four years ago, I moved over to the brand owner side at Moulin Rouge. I love working on brand development and extension issues from a different perspective.

Describe how the Moulin Rouge brand fits into licensing and the benefits that licensing brings to the brand.

The Moulin Rouge celebrates its 135th anniversary this year. During its long existence, it has renewed itself and adapted to changing times and trends, while building up a strong reputation around the world. The Moulin Rouge brand now conjures up in the public's mind the image of a spectacular, creative, elegant and festive universe that transcends the venue itself. Thanks to this strong brand equity, we are now able to extend the magic beyond our flagship product, the Revue show, to an extensive range of products and experiences.

Related:The France Licensing Landscape

We have a wide range of licensees and multiple projects underway. In particular, we work with fashion accessories, apparel and beauty, F&B, publishing and gift categories.

When developing licensed products, we always give priority to quality and work whenever possible with “Maisons d’Art” partners to highlight the workshops and artisans of the Moulin Rouge, who work on the Revue’s costumes and on haute couture.

We’re also focusing on developing the brand in other entertainment areas, including a roller coaster in Europa Park, a famous film and a hit musical show that has become a must-see on Broadway and The West End. Other projects are in the pipeline, notably a few in the immersive experience sector.

Our licensing program enables us to enhance our brand image and reputation through rigorously selected partnerships, reach new audiences and generate additional revenue while protecting our brand from infringers.

"Moulin Rouge! The Musical"

How would you describe the brand licensing landscape in France currently?

It’s a very broad question!

There is some concern about the kids’ products market due to the continuous decline in the birth rate in France. Nevertheless, other categories are thriving, such as experience-related ones like location-based entertainment and hospitality. These are in line with the expectations of consumers who want to experience the worlds of their favorite brands in new dimensions.

Related:France Licensing Day 2024 Opens for Registration

The boom in collaborations continues to be a dynamic factor for our industry, impacting all types of brands, from fast fashion to hyper luxury, and creating ever-wider bridges between the fashion and entertainment industries.

Last but not least, the market is adapting to the underlying trend of brands taking into greater consideration their social impact, integrating ethical criteria into their selection of partners and products and promoting their approach.

The trend towards “made in France” products and the appreciation for specific craftsmanship further characterize the French licensing landscape.

Moulin Rouge x On Aura Tout Vu, Perles & Merveilles Jewelry Collection

Looking further afield into Europe as a whole, what do you see as the current consumer demand trends?

The need for entertainment increasingly prevails due to the health, ecological and geopolitical contexts that have generated and continue to generate anxiety.

Besides, leisure time is generally increasing, creating the backdrop for strong demand for entertainment.

Consequently, it is everywhere. Brands in all sectors are seeking to entertain their audiences through their products and content. Meanwhile, their audiences are becoming entertainers too, creating branded content.

Brands, and entertainment brands in particular, are rethinking their platform and visual language so that fans can make them their own and use them.

This can go as far as letting fans create their own branded products. Uniqlo, for instance, has seized this opportunity by offering their clients to customize in-store items with visuals from licensed brands or artists.

In Moulin Rouge’s flagship field, live entertainment, the industry was severely impacted during the COVID crisis. The Moulin Rouge remained closed for a year and a half before gradually reopening from September 2021.

During the lockdowns, we saw an explosion in demand for digital entertainment with video streaming and video games. As a result, a number of show producers, particularly concert promoters, tried their hand at digital live shows, with mixed results.

Generally speaking, in the aftermath of the pandemic, there was a clear desire for people to get together again and enjoy “physical” experiences.

The craze for “immersive” experiences (immersive theater, escape games, immersive cinema, role-playing games, etc.) chimes in well with these expectations. For brands, these experiences are also formidable fields of expression for staging themselves and engaging their customers.

Moulin Rouge x Confiture Parisienne, Fraise Cancan Jam

Moulin Rouge celebrates its 135th anniversary this year. What has been the key to the longevity of the brand and what plans do you have to mark the milestone?

We believe that the Moulin Rouge has been able to adapt and reinvent its entertainment concept through the ages, while preserving the quality and artistic ambition that have made it such a success.

As far as the anniversary year is concerned, we’re working on a number of events around Oct. 6, the original opening day in 1889. We will also be announcing several product collaborations this year and are looking into a Moulin Rouge pop-up store in Paris.

We have also been working on an immersive experience project, which has not yet been confirmed.

You will be exhibiting at France Licensing Day in Paris in June; what are your aims for being there, and what do you hope to get out of the event?

It’s been some time since we were present as an exhibitor at a trade show dedicated to licensing. First and foremost, we’ll be listening to the market, although we also do hope our participation at France Licensing Day will lead to new licensing partnerships.

We appreciate the simple booth format and the event’s affordable fee, which makes this exploratory approach possible.

Moreover, we look forward to engaging with fellow licensing professionals and maintaining existing connections within the community.

Moulin Rouge is exhibiting at France Licensing Day and Licensing International Awards 2024, which returns to Cité Internationale Universitaire de Paris in Paris, France, on June 27. Registration is now open.