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It's not getting any easier to launch a brand-new entertainment property, but this year's group of respondents seem relatively impressed with the potential of the four fledglings, assessing them as having a good, if not a very good, shot at breaking into the market. As for what ranks high on participants' wish lists, TV-driven properties are number one, followed by licensed brands, and several players are scouting for IP derived from online sources. When it comes to demographics, the majority of our judges are looking for something to hit the spot with the 11-plus crowd, and a scant handful are hoping to find preschool-pleasing prospects.
June 1, 2007

It’s not getting any easier to launch a brand-new entertainment property, but this year’s group of respondents seem relatively impressed with the potential of the four fledglings, assessing them as having a good, if not a very good, shot at breaking into the market. As for what ranks high on participants’ wish lists, TV-driven properties are number one, followed by licensed brands, and several players are scouting for IP derived from online sources. When it comes to demographics, the majority of our judges are looking for something to hit the spot with the 11-plus crowd, and a scant handful are hoping to find preschool-pleasing prospects.

Chloe’s Closet

At-a-Glance Temperature Read

Overall potential in respondents’ product categories/territories: good

Would respondents add Chloe to portfolios: yes (80%), no (20%)

Best potential product categories: toys & games, publishing

Desired retail channel for merch launch: mid-tier (60%), mass (20%),

specialty (20%)

Expected royalty range: 8% to 12%

While Chloe’s Closet received a ‘good’ rating overall, respondents were quick to point out a number of the market challenges that lie ahead for Taffy if it hopes to mount a viable merchandising program. For one, most made reference to a perceived glut of preschool properties on the market, and a few pointed out that the look of Chloe’s may not be distinctive enough to cut through a field dominated by competitors like Dora the Explorer. That said, most instantly recognized the show’s built-in dress-up play pattern and said it would easily lend itself to categories such as role-play that live a bit outside of the traditional toy, publishing, home video triumvirate that drives most preschool licensing programs. And the majority of respondents felt that a daily spot on Nick Jr. was the ideal home for the show.

Owner/licensor: Mike Young Productions/

Taffy Entertainment

Territory of origin: US

Description: It’s a 13 x 22-minute 2-D animated preschool series that revolves around the magical world of an adorable, imaginative little girl named Chloe, who embarks upon fantastical adventures during dress-up play with her security blanket and best friend, Lovely Carrot. She interacts with the audience and encourages viewers to celebrate how delightful it is to be a small child. No presales or existing deals have been confirmed yet, but Taffy has taken the concept to international markets.

Concept: Each episode begins with Chloe and Lovely Carrot at play in Chloe’s room. They may be rearranging the dollhouse, practicing a new dance, or playing any other game that would engage a four-year-old. Then Chloe and her friends explore a simple math concept and confront some kind of problem or impasse until their play is interrupted by the Closet, which magically comes to life with glowing lights and music. Chloe and Lovely Carrot can barely contain their excitement and curiosity as they slowly open the door to see what costumes and adventures await inside.

Demo: ages two to six

Domestic and international categories open: All

Initial territories of interest: US, UK, France and Germany

For licensing opportunities, please contact: Cynthia Money, president of worldwide consumer products & marketing, Taffy Entertainment, 818-999-0062, cpg@taffyentertainment.com

The Naked Brothers Band

At-a-Glance Temperature Read

Overall potential in respondents’ product categories/territories:

very good to excellent

Would respondents add Naked Brothers to portfolios:

yes (71%), no (14.5%), n/a (14.5%)

Best potential product category: apparel

Desired retail channel for merch launch: mass (50%), mid-tier (33%), specialty (17%)

Expected royalty range: 8% to 12%

The Naked Brothers Band garnered the most positive responses in the showroom by far – and given its Nickelodeon pedigree and prime broadcast placement, that shouldn’t come as a surprise. Even though historically it’s proven difficult to translate live-action content into merchandise, the panelists were optimistic that apparel, video games, electronics and even musical instruments would work for the property. One Mexican retailer said, ‘I feel this kind of show is what Mexican kids want,’ and even suggested Nick should consider making a Latin-American version of the show with local kid musicians. Also, the panelists pointed out that The Naked Brothers’ focus on real-life musicians should help entice tweens, however, it will face stiff competition from current musical super-groups.

Owner/licensor: Nickelodeon & Viacom

Consumer Products

Territory of origin: US

Description: The Naked Brothers Band debuted in February 2007 on Nickelodeon’s TEENick programming block and was the highest-rated premiere in seven years. Featured music in the mockumentary-style series is crafted by real-life brothers and musicians, Nat (12) and Alex (nine) Wolff.

Concept: The Naked Brothers Band has been described as ‘Spinal Tap meets a Hard Days Night’ for a whole new generation. Music is the focal point of the live-action series. Each episode features new tunes and follows the action and hilarity of superstar kid musicians making videos and living their lives on and off the set.

Demo: kids ages seven to 12

Domestic and international categories open:

apparel, accessories, home décor, packaged goods, toys

Initial territories of interest: US and Canada

For licensing opportunities, please contact: Jim Davey, SVP of consumer products marketing & retail, james.davey@nick.com (US inquiries); Tanya Haider, SVP of international consumer products, tanya.haider@nick.com (international inquiries)

Rainbow Magic

At-a-Glance Temperature Read

Overall potential in respondents’ product categories/territories: good

Would respondents add Rainbow to portfolios: yes (67%), no (33%)

Best potential product categories: apparel, stationery

Desired retail channel for merch launch: specialty (50%), mass (33%), mid-tier (17%)

Expected royalty range: 8% to 12%

According to our panelists, HIT’s biggest challenge in transitioning this charming book property into a television series and a wider licensing program is going to be staking new ground in a girls space that’s seemingly flooded with fairies – primarily those belonging to Disney and Winx Club from Italy’s Rainbow. However, several felt the existing book art had a lot of potential in the apparel, stationery and gift categories. One agent also felt ‘it could work well as a console game for the Nintendo DS and Wii.’ And, interestingly, a Japanese agent said a program could work in his country if HIT created a style guide that was sensitive to the local aesthetic, which perhaps opens up the possibility of versioning the property.

Owner/licensor: HIT Entertainment

Territory of origin: UK

Description: Rainbow Magic is a collection of 60 books about the magical adventures of Kirsty and Rachel and their interactions with different groups of fairies. HIT is currently developing an animated series around the four-year-old publishing franchise, which has sold more than 10 million copies to date and is currently distributed in 23 countries.

Concept: Each series of seven books focuses on a different group of fairies that reside in Fairyland, such as The Rainbow Fairies, The Weather Fairies, The Jewel Fairies and The Pet Fairies. While different, the various clans have one thing in common: the need to fight nefarious Jack Frost and his bumbling gaggle of goblin henchmen.

Demo: girls five to nine

Domestic and international categories open: All categories are open for business, including social expressions, collectibles, accessories and arts & crafts.

Initial territories of interest: Rainbow Magic is licensed to publishers in 23 countries, with further rollouts planned.

For licensing opportunities, please contact: Peter Byrne,

EVP of international licensing, merchandising and

home entertainment, 44-020-1554-2500,

pbyrne@hitentertainment.com (international inquiries);

Jamie Cygielman, SVP & GM of consumer products,

212-463-9623, jcygielman@hitentertainment.com

(US inquiries)

TinPo

At-a-Glance Temperature Read

Overall potential in respondents’ product categories/territories: good

Would respondents add TinPo to portfolios: yes (55%), no (45%)

Best potential product category: apparel

Desired retail channel for merch launch: mass (43%),

mid-tier (28.5%), specialty (28.5%)

Expected royalty range: 8% to 12%

While respondents agreed TinPo’s prospects were good, there wasn’t a consensus on the ideal consumer target. Citing that the proposed demo was a bit too wide, some panelists thought TinPo should skew older and others felt it should go younger. Certainly, the urban look of the property could appeal to teens, and one respondent suggested the interstitials should air on a music broadcaster to attract that crowd. On the other side of the coin, a software manufacturer said AGP ‘is WAY overstating the demo.’ He added that ‘the property has a very young look to it, and the Chaplinesque humor will skew the brand young – it looks like a cute preschool property.

Owner/licensor: American Greetings Properties

Territory of origin: US

Description: Inspired by the limited-edition urban vinyl collectibles of the same name, these 13 x 30-second interstitials are written by Jymn Magon (Disney’s A Goofy Movie) and will bow this fall on DIC/CBS’s Saturday morning block. TinPo’s characters are inspired by 1950′s science kits, and each one is a clone of another and looks similar to its predecessor, but not exactly the same.

Concept: Welcome to the world of TinPo, the tin-dustrial city full of quirky wee characters who overcome problems by way of their Chaplinesque teamwork.

Demo: ages four to 11

Domestic and international categories open: All

For licensing opportunities, please contact: Rick Goralnick, AGP director of domestic licensing, 212-386-7347,

rgoralnick@ag.com (US inquiries); Donna Bruschi, AGP director of international licensing, 212-386-7355,

dbruschi@ag.com (international inquiries)

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