Variety Jonny Quest Initiative

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The Branding of Animation

Studio marketing mind-set evolves

by Gary Levin June 24, 1996

NEW YORK - It's true that cartoons, because of their brand-based appeal and easy dubbing capability, have always been a quick sell for those shopping TV product overseas. But overseas markets have been so receptive to classic characters in recent years that many studio merchandising arms are targeting those markets from a licensing point of view as never before.

Some, in fact, have begun employing classic brand-management techniques to exploit their animation libraries and expand their franchises abroad. That strategy often includes hiring marketing staffers with package-goods pedigrees to do the job.

Walt Disney Co. and Warner Bros.—the two giants of the licensing industry—have expanded their overseas infrastructures to better manage growth into new markets, which represent a major share of any future growth. And other studios are not far behind.

In particular, Turner Broadcasting, whose Cartoon network provides a distribution platform for the company's considerable Hanna-Barbera Prods. output, has foreign sales now representing 60% of its revenues, up from 40% five years ago. That far-flung business base makes controlling an asset more important than ever, industry execs say. And that means understanding the "brand equity" of a cartoon character, what it means to fans and how to reflect htat, not only in merchandising, but in home-vid, publishing and new media.

"The way you plan how you build your brand isn't dramatically different—it's how you wind up executing it that's different," says Helen Isaacson, senior VP and general manager of international licensing and merchandising for Turner Home entertainment. "You know you've done it well when the products are so connected that it seems the animator who made the cartoon is the one who went out and designed the products."

Thus, Turner has developed what it calls a global "initiative" strategy to promote major projects across all forms of media, at the same time, everywhere in the world, with long-term exploitation fo the property the goal. This year's example of that is Hanna-Barbera's upcoming "The Real Adventures of Jonny Quest"—a new show based on a vintage Hanna-Barbera character, which will begin airing on all Turner networks around the world. At the same time Turner announced it would produce and air "Jonny Quest", it began promoting it globally with what it calls the "Jonny Quest Initiative". Among the many "Quest" products soon to be available will be an extensive toy line, created by Lewis Galoob Toys, which will hit the market this fall.

Isaacson says such game plans need to be driven by strategy, rather than dealmaking, as the best route to overseas success. She admits, however, that many companies too often are consumed only with bringing quick revenues through the door, and overlook the staying power of enduring franchises that can reap healthier returns in the long haul. When it comes to developing programs with licensing potential in mind, a global perspective is helpful, to stay the least.

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