Krypto the Superdog was introduced to the licensing community at the recent show. A part of Cartoon Network’s new Tickle U preschool block, this Superman spinoff will have a toy line created by Fisher-Price. Courtesy of Cartoon Net

The 25th annual Licensing International trade show, held June 21-23, 2005, at New York’s Jacob Javits Convention Center, attracted about 23,000 attendees, an increase of 15% over 2004. The crowd perused more than 5,700 properties from 500-plus exhibitors — many of them animation studios or licensing agents representing animated properties.

Several animated TV series being introduced to the licensing community at the show will be part of Cartoon Network’s new Tickle U preschool block. This is the case for Classic Media and Cookie Jar Entertainment’s Gerald McBoing Boing, based on the classic Dr. Seuss story; BBC’s Little Robots and another British property, Peppa Pig, both represented by The Joester-Loria Group; and three Warner Bros.’ properties, Krypto the Superdog, a Superman spinoff for which Fisher-Price will create a toy line, Firehouse Tales, and the book-based Harry & His Bucket Full of Dinosaurs. The humor-focused Tickle U block will debut August 22 and air from 9-11:00 am on weekdays.

International Influence
Licensing 2005 attracted a strong international contingent, both in the number of exhibitors and the number of attendees, continuing a several-year-long trend. Especially numerous were Asian companies hoping to help fill the seemingly insatiable global demand for anime-style programming. The Japan External Trade Organization (JETRO) valued the U.S. market for anime at $4.36 billion in 2002 (the most recent year available) and expects exports of Japanese content to increase 500% over the decade.

Among the many Japanese properties on display were d-rights’ B•Daman, which debuted on ABC Family and Toon Disney in April and is represented for licensing by toy maker Hasbro; Viz Media’s Naruto, which premieres on Cartoon Network this fall and has Bandai America on board for videogames and trading card games and an exclusive with Hot Topic stores for apparel and accessories; Geneon’s Chopsocky Chooks, which will debut on Cartoon Network in 2006-2007; Milky Cartoon’s Pecola and several other properties represented by Sun R&P, a company that has long agented U.S. properties in Japan but now is bringing Japanese properties to North America as well; Toei Animation’s One Piece (represented by 4Kids Entertainment), airing on 4Kids TV and Cartoon Network’s Toonami block and with Mattel on board as master toy licensee; and Toei’s Bobobo-Bo Bo-Bobo, repped by Joy Tashjian Marketing Group, which will debut on Toonami in fall 2005 and has generated $1.3 billion in merchandise sales in Japan.

European animation was represented by Marsupilami from Belgium/France. Courtesy of Marsu Prods.

Other Asian countries are also selling their content to North American marketers. One prominent example is South Korea, which had a larger pavilion at the show this year than in the past. Companies ranging from Ocon to Kim’s Licensing had a presence, with the latter representing properties including Nori Nori Norikun, Monk, Mashimaro and Pucca.

As the U.S. Hispanic market approaches 15% of the U.S. population and becomes a more powerful economic force, with $650 billion in buying power, licensors from Mexico (and their agents) were offering properties appealing to Latino consumers. Al Ovadia & Assoc. showed Huevocartoon, a Flash-animated Internet property that attracts up to 9 million unique visitors per month, 30% of whom are in the U.S. Telemundo’s mun2 bilingual music and entertainment channel will launch the property in fall/winter 2005. And United Media represents El Chavo for Televisa (also an exhibitor). The series has been on television for 35 years in Mexico and is broadcast in the U.S. on Galavision. Potential licensed products include baked goods, back-to-school products, bedding and publishing.