London, UK -- ZeptoLab has announced that it has appointed agents for its massively successful game Cut The Rope in the key European markets of Spain and Portugal, Germany and the Benelux countries. They are Enjoy for Spain and Portugal, Active Merchandising for Germany and License Connection for Benelux. These three highly regarded names in their respective markets will work with ITV STUDIOS Global Entertainment (ITVS GE), ZeptoLab’s licensing agent across all countries in the European Union, in developing a brand strategy that both reflects the enormous global popularity of Cut The Rope and is also designed specifically for the local markets these agencies represent.
Cut The Rope and its star, the delightful — and very hungry — candy-eating monster Om Nom have become a global phenomenon. This year’s first phase of the licensing campaign will target the game’s core fans, ranging in age from 8-24, and will focus on apparel. The next phase, covering gifting, publishing and mobile and games accessories, will begin in early 2013. There is also a growing fan base among much younger players, for whom the franchise will expand into many other categories in the second phase of the licensing campaign. A comprehensive marketing and PR campaign is also planned across digital, visual and print media.
Enjoy has a strong position in the Spanish and Portuguese markets as a developer of licensing programmes for both the entertainment and fashion industries across local and international brands. The company provides a full brand extension service — from TV placement to the developing of a comprehensive licensing programme.
Guided by its founder and owner Anita Van Esch, a licensing expert who has worked with such major names as MTV, Nickelodeon, SuperRTL and Mattel, Active Merchandising has quickly established itself in Germany as a dynamic and successful licensing partner. Active’s success is down to its focus on developing licensing strategies, retail strategies, marketing plans and a powerful network of licensees and partners, as well as building a strong merchandising business for entertainment brands.
License Connection is a highly successful name in the Benelux market with a strong reputation for connecting a wide range of top international brands, including household names like Animal Planet, Peppa Pig and Transformers, to a range of quality products in the Benelux countries. Under its founder and owner, Daphne Kellerman, its personal and pro-active approach has inspired many sustained partnerships and successful campaigns.
Trudi Hayward, SVP, Head of Global Merchandise, ITV STUDIOS Global Entertainment, has been working alongside ZeptoLab to appoint Cut The Rope agents in key European markets. She will also manage the representatives on behalf of ITVS GE and ZeptoLab.
Misha Lyalin, CEO of ZeptoLab, says: “In the last six months we’ve built and grown this program bringing Om Nom to the physical world and to fans across the globe. Our fans don’t just want to play the game on their phone, they want to be able to touch, feel and sometimes even taste the magic of Cut The Rope. We’re confident that these three agents not only understand the European market for Cut The Rope but are as committed to growing the brand worldwide.”
Trudi Hayward adds: “This is a genuinely exciting period for ITVS GE, for ZeptoLab and, of course, for Cut The Rope, one of the hottest games ever to enter the digital market. We confidently expect this property to be as successful with licensees and at retail across Europe as it has been on so many major digital platforms.”
Source: ITV Studios Global Entertainment