Licensing Articles

I don’t usually stretch to writing a proper review of the exhibitions in which we participate, but I felt the urge to do so after our first trip to Korea to the Seoul Character and Licensing Fair.

Organised jointly by KOCCA (Korea Creative Content Agency) and Coex (owners of the World Trade Center complex) it was a shining example of how exhibitors and visitors should be treated at every event.

Although some overseas characters were on show – notably Spongebob, Dora, Thomas and Chuggington – it was locally made characters that were to the fore.

Pucca’s fashion show                                                 The queue for Kambu goodies

Mongni from ArtPQ and Yoohoo and Friends from Aurora World are two of the characters that have been seen internationally at licensing shows without animation, and the high level of brand recognition built up now sees Yoohoo taking the first steps to the TV screen. Pucca also continued to enhance its high profile with owners Vooz having one of the busiest stands at the fair.

Exciting developments are in progress for ToonZip, who signed an agreement at the show with a Malaysian studio to produce Robot Arpo, examples of whose animation was available to view in incredible 4D. They then helped Intercontinental Licensing take their first step into animation by signing a multi-million dollar agreement to develop one of their most recent properties, Dinoville.

Sang Animation showed examples of previous high quality collaborations with Timoon in France (The ODD Family and My Giant Friend), plus showcased new programs Vroomies and Tiny 5, all produced in full CGI 3D.

  Staff on the Yoohoo and Thomas stands running some of the many activities for the kids

It’s unfair to mention only a few of the many local characters, but the variety and choice was staggering. Coco Mong, Backkom and Kambu deserve a special mention, but the list could go on.

A feature of this fair was the split visitor format. The first half was strictly business-to-business, and the second half open to the general public as well. It was something that I viewed with a little anxiety to start with, but having now seen it in action can certainly see its merits. Literally thousands of kids flooded the show floor clamouring for soft toys, bags, stickers, and to pose for photos with the characters. Firstly, and most importantly, the exhibitors were ready for it. Secondly, they had the back up of some exhibiting licensees and distributors selling merchandise. Thirdly, the show organisers knew how to cope. Organised activities for the kids were going on both on and off the stands – fill a card in with your details, put it in the box, get a coupon, collect a bag, pick up a free toy, take part in the competitions, see a show – all the time carefully orchestrated to build up mailing lists to enable the exhibitors to target the young visitors at a later date. And imagine the pressure those children are putting on their parents right now to take them shopping to add to their favourite character collection! We witnessed the full length of the licensing chain at one fair – licensor, agent, licensee, distributor, retailer and finally consumer. A very cleverly put-together package. It’s obviously not going to work in every market, but here they certainly have it running smoothly.

So now the Seoul Character and Licensing Fair is looking to build on it’s solid foundations at national level, and take the next step up to the vast international stage. The Guide to the Licensing World is proud to once again be the first international licensing directory to put its name behind an ambitious and expanding licensing event, and we look forward to working closely with the organisers over the coming years to help them achieve their aims.