14 July 2008
Hot Entertainment Properties and Cool Cartoon Characters
Seventh Hong Kong International Licensing Show
14 July 2008 - Approximately 300 brands and properties were showcased by more than 130 international exhibitors at the seventh Hong Kong International Licensing Show, organised by the Hong Kong Trade Development Council (HKTDC), 2-4 July 2008.
The three-day show attracted close to 10,000 licensors, licensing agents, manufacturers and franchisers from around the world. Overseas visitors accounted for nearly 40 per cent of the total attendance, with visitors from the Chinese mainland increasing by 28.6 per cent on last year. The show also drew visitors from Canada, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand and the United States.
One of the highlights of
this year's show was the Lifestyle Pavilion. Among the many fashion and lifestyle
properties exhibiting at the show were internationally renowned brands such
as FIORUCCI, MORGAN, MC Marie Claire, Vincent Van Gogh, Herend, Giorgio Ferri
and PATTi PATTi.
Foron Ltd, one of Asia's leading fashion licensing agents, brought COGU (by Cosimo Gucci since 2004) and Tom Tom (by Austrian Artist Thomas Kostron since 1990) to the show.
"We can meet and negotiate with licensors, manufacturers and franchisers here directly," said Foron Ltd Chief Executive Officer Karl Miu. "By working with the right business partners, we hope to make COGU and Tom Tom more popular in different markets."
Cartoon characters remained a key driver of the licensing business. Intelli-Media (HK) Ltd, a Hong Kong licensor with self-designed characters, animation and digital content, received a number of enquiries at the show and found promising licensees for its property Pleasant Goat & Big Big Wolf. According to the company, deals worth US$1million are now being negotiated following the fair.
Interasia Marketing (HK) Company Ltd is a licensing agent for various properties and brands such as Forever Friends, Hallmark, Pepsi, Jeep and UCLA and according to their Consumer Products and Licensing Director, Wade Chan "the quality of visitors was very high this year and their understanding of the licensing business led to smooth and strategic negotiations."
Entertainment properties were another big hit among Asian licensees. According to BrandElite Licensing Ltd and Go Licensing & Entertainment (International) Ltd, Hollywood pictures such as Transformers II, Ice Age and The Simpsons were very popular among manufacturers and licensing agents from across the region.
Invaluable market intelligence, across the areas of licensing opportunities in emerging markets, entertainment and sports licensing, brand extension strategies and intellectual property rights, was also exchanged at the show.
Industry experts who spoke at the Hong Kong International Licensing Conference said multimedia technology has transformed the licensing business over the last decade. Keith Hindle, Executive Vice President of FremantleMedia Enterprises said online advertising, movie trailers and MP3 downloads now constitute major licensing commodities and are major sources of revenue.
Retail income from Walt Disney's licensing products amounted to US$27 billion in 2007 and is expected to reach US$30 billion this year, according to Guenther Hake, Senior Vice President and Managing Director of Disney Consumer Products and Walt Disney Studios Home Entertainment, Greater China.
"The synergy effects of movie, music, toys and online games have played a significant role," Mr Hake said.
The eighth Hong Kong International
Licensing Show will be held in January 2010 at the Hong Kong Convention and
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About the HKTDC
Established in 1966, the Hong Kong Trade Development Council (HKTDC) is the international marketing arm for Hong Kong-based traders, manufacturers and service providers. With more than 40 offices worldwide, including 11 in the Chinese mainland, the HKTDC promotes Hong Kong as a platform for doing business with China and Asia. The HKTDC also organises trade fairs and business missions to connect companies with opportunities in Hong Kong and the mainland, while providing information via trade publications, research reports and online. For more information, visit www.hktdc.com