CN’s Adventure Time Travels the Globe
Cartoon Network has announced a series of recent successes and upcoming initiatives for its "Adventure Time!" animated series across the globe.
The brand is represent in North America, Latin America and Asia Pacific by Cartoon Network Enterprises and in EMEA by Turner CN Enterprises.
In North America the brand has seen multi-category success since its debut in 2010 with a robust consumer products program catering to fans of all ages. Strategic collaborations and co-branded product launches have played a key role in the success of the licensing program in the U.S., and additional partnerships are on the horizon.
Adding to this roster of co-branded product releases is new licensee Kidrobot, which will create Adventure Time x Kidrobot vinyl toys that will be available at retail beginning January 2015.
Additionally, the Adventure Time apparel and accessories program recently started its expansion into mass-market retailers throughout the U.S. The product line includes a wide range of apparel and back-to-school products for kids, junior’s and adults from licensing partners Bioworld, Changes, FAB Starpoint, Intimo, Jem/Hybrid, Mad Dog and MJC. CNE’s Adventure Time publishing program also continues to grow with comics from Boom! Studios; activity, novelty and storybooks from Penguin Young Readers Club; and specialty adult formats from Abrams.
In Latin America the brand has wide retail distribution and prominent placement across many top retailers throughout the region.
CNE Latin America recently launched a direct-to-retail partnership with department store Riachuelo featuring apparel, footwear, bags and accessories. In Mexico, Adventure Time has been the featured brand in a series of promotions with PepsiCo and ConAgra.
The U.S. success of the brand has also now extended to EMEA where the comedy series is now well established among fans of all ages.
More than 12 million fans engaged with Adventure Time web content last year in region, with 3 million-plus game plays every month and over 125 million page views annually. The online “Character Creator” game has had more than 43 million page views since its launch, while the “Card Wars” and “Ski Safari” apps both hit the No. 1 spot on the iTunes app store.
New licensees have been appointed in apparel, accessories, toys, publishing, games, homewares, stationary, gifting and food and promotions. Adventure Time products are widely distributed across the region with a growing roster of retail partners that includes Amazon, Toys ‘R’ Us, Tesco, Asda, Next, El Corte Inglés, Pull & Bear, HMV and FNAC and product collaborations with H&M, Monopoly, Funko, Nooka and Mimobot.
Fans of Adventure Time will also be able to engage with its characters in an immersive world of rides and entertainment at the world's largest indoor theme park launching within IMG Worlds of Adventure in Dubai in 2015.
Finally, in Asia Pacific, the brand is really taking off.
In Taiwan, a first-of-its-kind exhibition called “Adventure Time–Finn and Jake” opened at the National Taiwan Science Education Center May. It will move from Taipei to Taichung and Kaohsiung in 2015, and possibly further afield in Southeast Asia. Finn and Jake are also currently on display on Taiwan's Cartoon Express, a high-speed train wrapped entirely in Cartoon Network branding.
In the Philippines, on-the-ground events featuring Adventure Time are breaking attendance records, attracting thousands of local fans in Manila and selling out of first runs of merchandise.
Meanwhile in Australia, Adventure Time is a hot tween brand for local retailers with a huge following among local boys and girls, particularly for DVDs and apparel. Online retailer Black Milk is currently featuring a high-end, 40-piece fashion collection with more partnerships set to be announced shortly.
In Thailand, Cartoon Network Amazone, the network's first waterpark, will boast the world's only yellow Jake-branded waterslide.