One of the most alluring things for IP creators today is the potential of Licensing and Merchandising.

The sheen and glitter of the huge volumes and numbers that properties like Starwars, Shrek, Nemo, Harry Potter, etc. have done, holds a seductive sway over the minds of story writers, character designers, producers, directors and agents alike.

Not only does L&M create tremendous revenue opportunity for the IP creator, it also means a chance to see one's creation come alive in numerous forms in a variety of ways, it means being famous, it means connecting with the consumer in a deeper, more multi level manner.

But before one can ride the colourful spectrum of L&M paradise, there's a steep learning curve full of ground realities that one has to experience and learn.

ICU Marketing's Licensing Director Rob Watson conversing with deleagtes at the Kazachok Licensing breakfast

Pic courtesy: Mipcom 2005

Hosted in association with French licensing Magazine & Directory Kazachok, the licensing breakfast at MIPCOM Junior was a useful and innovative approach at L&M knowledge sharing between those experienced in the field and new comers.

Each of the round tables at the venue were themed around topics such as 'How to deal with multi national deals', 'Why go the direct route as a License Holder', 'Why choose to go with an agent' etc.

Sitting at the tables, close to 45 delegates from across the world discussed spontaneously the topic that their table specified. The mix was homogenous and the particpation included represntatives from Giants like MGM, independent animation producers from countries like Australia, South Africa and France, animation studios from India, Japan, Canada and Korea besides Agents, Story Writers and so on.

While Munjal Shroff from Graphiti Multimedia (India) was looking at ways he could license Jadoo, Errol Pinnock from Eggroll Productions (UK) was looking at L&M gyaan for his 'The Adventures of Rahim & Mahmood' even as Speedy Production's (South Africa) Tim Mostert shared with a few curious listeners as to how his comic strip Speedy was now on SABC TV as well as a mascot for popular MNCs in South Africa.

ICU Marketing (US) Licensing Director Rob Watson along with Kazachok (France) Manager Nathalie Chouraqui moderated at the Licensing breakfast.

The Licensing business in France is around 5 Billion Dollars annually.The Kazachok directory which co hosted the breakfast is a one point directory with listing and detailed information of all the players in the licensing value chain in France with over 1300 properties, 1000 licensees and 230 agents listed.

Speaking to Animation 'xpress, Watson remarked," The objective of the matchmaking breakfast is revolved around 'How do you fit licensing in your strategy as a producer'. When you begin a production, you think of how much money you can make out of the programme. You have to choose between appointing an in-house licensing manager or an agent. We are focusing on these topics here at the matchmaking"

Stephanie Lemasson Business Director at CREATA, a leading marketing promotions company involved in designing and producing Mc Donald's HappyMeal™ toys for the past 20 years shared with Animation 'xpress, "Just getting signed up for broadcast is not enough, when gauging a property's L&M potential we see the programming commitments. Is the TV partner a strong public broadcaster or is it on an obscure cable channel? A strong broadcast or a strong Toy partner is essential to L&M"

"Other criteria include things like is the property clearly defined, is it targeted at Girls? or Boys? There are few properties however like Spongebob for example that are gender neutral and have done well" she added.

On being asked as to whether it was shows or characters that lent themselves better to L&M, Lemasson replied "It can be either as long as it is part of a child's daily experience"

The matchmaking and discussions went on in full swing and could have extended for a couple of hours but for the fact that it was time for the next session.