DreamWorks Animation stays ahead of the curve producing unique content on a variety of platforms while it prepares for its next slate of franchising, licensing and merchandising opportunities.
By Stephanie Crets
“Shrek,” “Kung Fu Panda” and “How to Train Your Dragon” all have one thing in common: They’re all beloved family film franchises created by the team at DreamWorks Animation. Now, DreamWorks is ramping up its retail and licensing programs for its next feature release, “Trolls,” along with creating new, unique content through an original TV series, shorts and interactive media via Netflix, YouTube and Awesomeness TV.
DreamWorks’ smaller size and 22 years of quality content give it a competitive advantage against some of the larger studios in the animation industry. “The amount of quality content we’ve put out in that time has built the consumer brands very quickly,” Global Head of Consumer Products Jim Fielding says. “We’re not the largest player, but our size allows us to be nimble, flexible and reactive, and to build custom programs with our partners in the consumer products space. We’re not replicating a big formula. We try to approach each opportunity in a special and unique way.”
Quality content through storytelling is the cornerstone of DreamWorks’ success – especially its feature films. Because of that success, the company is venturing into new media outlets. “DreamWorks is going through a renaissance,” Head of Global Retail Erin Morris says. “Our ability to embrace changes in how content is distributed for the futures of how people will engage with storytelling really sets us apart. We are known for great animated films and beloved characters, but at this moment, we’re embracing new media platforms that are following new consumer consumption behavior and that sets us apart.”
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The company behind the iconic Chupa Chups®, Airheads®, Mentos® and other brands continues to find new ways to extend its properties through licensing.
By Jim Harris
The Chupa Chups® lollipop brand has brought happiness and enjoyment to millions of customers around the world for nearly 60 years. The brand’s diverse profile of more than 100 flavors and colorful marketing – much of which is focused on its distinctive flower logo designed by Salvador Dali – have helped make it a leading candy brand.
Perfetti Van Melle, the worldwide confectionary company that has owned the brand since 2006, believes in spreading the joy of Chupa Chups® through more than just the lollipops themselves. “We try to have everything we do speak about the brand, and tell stories around the brand in different ways,” says Christine Cool, licensing area manager for the Barcelona-based company. “Our products truly give a sense of enjoyment to people.”
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