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The Branding of Animation
Studio marketing mind-set evolves
by Gary Levin
NEW YORK - It's true that cartoons, because of their brand-based appeal and easy dubbing capability, have always been a quick sell for those shopping TV product overseas. But overseas markets have been so receptive to classic characters in recent years that many studio merchandising arms are targeting those markets from a licensing point of view as never before.
Some, in fact, have begun employing classic brand-management techniques to exploit their animation libraries and expand their franchises abroad. That strategy often includes hiring marketing staffers with package-goods pedigrees to do the job.
Walt Disney Co. and Warner Bros.—the two giants of the licensing industry—have expanded their overseas infrastructures to better manage growth into new markets, which represent a major share of any future growth. And other studios are not far behind.
In particular, Turner Broadcasting, whose Cartoon network provides a distribution platform for the company's considerable Hanna-Barbera Prods. output, has foreign sales now representing 60% of its revenues, up from 40% five years ago. That far-flung business base makes controlling an asset more important than ever, industry execs say.
