Munich-based MM Merchandising Munchen is launching an aggressive licensing campaign coinciding with the redesign of its classic property Pumuckl.
At 38 years old, Pumuckl, a naughty little gnome, is the company’s oldest and most successful property. Beginning as a radio program and later, a book series, he recently underwent a bit of a facelift, complete with shorter hair and a ‘cheekier’ grin.
Dirk Fabarius, managing director for MM Merchandising Munchen, says the company has set forth a whole new marketing and design concept for the cartoon-based property for 2000 and 2001.
A Game Boy Pumuckl title will be available in Germany, Austria and Switzerland in October, with Glen Cove, New York-based Acclaim manufacturing the software.
Germany’s Bike Fashion Veritriebs is producing bicycle accessories, such as kids helmets, drinking bottles, bike bags and baskets, pennants and horns. Available this month, the bike gear will feature the new Pumuckl logos.
Vinzenz Murr, a popular Bavarian butcher store chain, will be producing a Pumuckl sausage for kids, printed with a Pumuckl-logoed skin.
A special Pumuckl logo has been developed for the campaign and will be displayed in all stores and on company cars.
In November, a Pumuckl theme park called Pumuckl’s Klabauterland will open in Erding, Germany, offering children a cinema, a fair, a computer land and birthday party rooms.
New Pumuckl licensees include Morgenstern of Hamburg, which will be producing embroidered and appliqued linens (including towels, washcloths, dressing gowns, overalls and velour cushions) for launch in December.
Pumuckl accessories will be launched by bb-direkt of Petersberg in spring 2000; the line will include bags, rucksacks, children’s luggage, scarves, headbands and hair ornaments.
In time for the Christmas buying season, Knorr of Germany will be producing prams, buggies and cradles with the Pumuckl logo, as well as similar products for dolls with matching accessories.
In the apparel category, hosiery for children and infants (including socks, knee socks and tights) will be available in spring 2000 in Germany and Switzerland from Munster-based company Horst A. Werner.
Eurographics of Germany will produce 12 Pumuckl art prints, which will be available in Germany in October.
In addition to the monthly Pumuckl magazine, its publisher Dino Verlag will be launching a special Pumuckl comic in November and a Pumuckl do-it-yourself book and crossword book will be published in 2000.
Switzerland-based Hackle company is currently producing Pumuckl toilet paper, which is available now in Austria and Switzerland.
Horst A. Werner will also be signing several licensees for its new property Bronny Bear, based on an animated 13 x five-minute series debuting this month on German TV stations ARD and Kinderkanal. Licensees are expected to be secured in all major product categories, with merchandise available by next spring. MM Merchandising is currently in negotiation with several partners for categories like story books, magazines, plush, apparel and others. Deals should be signed by the end of this month.
Fabarius said the company wants to form a small group made up of core potential partners for Bronny Bear. ‘We think this can be something long-lasting, if we build it with the right partners.’
Bronny Bear will be presented at MIPCOM with 13 additional episodes.