Licensing Proves Key MIP Topic

Two prominent brand licensing execs from Viacom International Media Networks and Mattel delivered the closing keynote on day one of MIP Junior, focusing on the success of two very different and diverse franchises. The discussion was moderated by Tony Lisanti, global editorial director of License! Global.

Mark Kingston, general manager and senior vice president, Nickelodeon and Viacom Consumer Products Europe, Middle East, Africa and Australia, Viacom International Media Networks, U.K., discussed the re-launch of Teenage Mutant Ninja Turtles and how the consumer products program has expanded considerably worldwide.

According to Kingston, VIMN and Nickelodeon is gearing up for second season of the television series and the theatrical release of director Michael Bay’s summer blockbuster movie in August 2014. Kingston explains that TMNT has recaptured the adult audience and is building a vast new audience of boys. He anticipates that an entirely new fan base will emerge with the movie, as well. Consumer products are being marketed across all major categories for collectors based on the original property, boy’s products based on the new TV show. The film offers additional opportunities.

Rosa Zeegers, senior vice president, global business development, Mattel, provided the perfect juxtaposition to the Turtles property with her perspective on the Monster High property.

Zeegers explained how the girls’ franchise began three years ago with a webisode and has experienced significant growth since with TV specials and numerous webisodes since. She explained how the consumer products program began simultaneously with fashion dolls and has expanded into publishing, apparel and other categories.