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ANIMATION WORLD MAGAZINE - ISSUE 4.7 - OCTOBER 1999

A Profession On The Way To Maturity
(continued from page 1)

Ellipse Licensing, founded in 1988, manages a catalogue of rights derived largely from audiovisual productions, some originating with Ellipse and some not. These rights are meant to be ceded in the form of licenses to manufacture goods, principally in Europe. The company is structured in two rival levels: one acquires rights to the newest hit properties with international acclaim, such as South Park and Teletubbies, while the other is occupied with the current status of classic cartoon heroes such as Babar and Oui-Oui. From an organizational point of view, the company is allied today with the television station Canal + Images. This integration into the heart of the Canal+ network permits them to develop synergies inside the group. From then on licensing gathers all of its meaning in complementarity with production, music and video publishing, multimedia and the distribution of programs internationally, as well as in France.

Saban International's presence is felt in France with such series as The Power Rangers. © Saban International.

Saban International presents much the same profile, since the French branch was founded 10 years ago to distribute Saban products on the continent, and to produce and distribute some European-styled series on an international level. Having at its disposal not only the regular airwave broadcasts but also its own network for distribution via cable/satellite through Fox Kids, it develops a marketing plan on a world-wide scale for each production, as Franck Algard, head of the licensing department, explains: "Our circumstances are quite different from those of licensing agents because we don't have to amortize commissions. So we can concentrate on a smaller number of productions -- right now, just Power Rangers and Addams Family -- which we work with all up-stream, with, for example, partners such as Mattel, Hasbro, Bandai or Giosi Preciosi for toys. As soon as the project is elaborated, we meet and define together the range of products at which to aim the target. To launch a series is the same as launching an automobile or a canned-good: you can't allow yourself to work on a small scale anymore, especially in view of the multiplication of chains and the concentration of enterprises. The choice of licenses for the industrialist is more and more difficult, because the campaign is more and more important not only on the level of animation, but also on the level of events -- I'm thinking of sports, for example. They don't have the means to develop several gamuts simultaneously, so they can't afford to be wrong..."

Mimi, a little mouse created by British author Lucy Cousins was made popular in France thanks to books published by Albin Michel and videos such as this one from Polygram Video. © Polygram Video.
A greeting card featuring Les Shadoks, heroes of the cult series created by Jacques Rouxel. © Rouxel.

Crushing Competition
In such a realm, the producers don't have an easy choice, and most prefer to rely on proven commodities, most often derived from popular literature or successful comic books. On the shelves of toys that represent on average the better part of licensing receipts arising from animation, enthroned in majesty aside Winnie the Pooh, are: Tintin, Lucky Luke, Babar, and Obelix, leaving a little room for the Rugrats and Mimi, that astonishing little mouse created by British author Lucy Cousins, but discovered in France and made popular thanks to the lively books published by Albin Michel. Models offer even a larger selection, including all the Looney Tunes characters and the Dupuis comic books, as well as the irresistible Shadoks, heroes of a cult series created by Jacques Rouxel in 1968. Managed by the L'Oeuf company, a little family enterprise, the sale of rights has generated many items, including comic books, CD-Roms, post cards, neckties (more than 30 types for all tastes and seasons), socks, tableware, wrist-watches, alarm clocks, grandfather clocks, figurines (Pixi), as well as caps, tee-shirts, pajamas and sleeping bags (Wilsa Sport).

In this soaring world-wide market, France has made a place for itself. Today France is the leader on the continent, with an annual business income in the neighborhood of 5 billion dollars (25% of the European communal income). But this market is nonetheless difficult to penetrate, especially for little businesses that often lack the means to devote to the complex questions of marketing, which don't always jibe with artistic creativity.

Originally a screenwriter, Valerie Rivoallon has worked in journalism since 1988. On the editorial staff of BREF, a magazine devoted to the short film, she has specialized in animation since 1993. She has also organized programs for several festivals, and works on the radio. Her monthly animation program is called Bulles de rêve.

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