Guillaume Lascoux, senior manager of marketing, trade, development and acquisition at TF1 Licences reveals why the rugby World Cup has boosted the success of the All Blacks brand.
How has 2015 been for All Blacks?
Of course, the Rugby World Cup years are fantastic years for the All Blacks brand, as it helped boost licensee sales and improves the brand's retailers listing.
This world gives an extraordinary visibility to the team, to its force, to its fair play but combative spirit, to its style, to its brand. The final reached a peak of more than 11 million viewers in France.
The great thing is that this notoriety remains durable and year after year, the All Blacks brand becomes more notorious. There is no decline during years without Rugby World Cup, so this is a great brand to capitalise on, for us, for licensees and for retailers.
What brands have been popular for you this year?
At TF1 Licences, we manage a high number of 40 properties. In 2015, on teen and family properties we had great developments for The Voice, Haribo, Koh Lanta, Ushuaïa.
For kids’ properties, we met incredible feedback of the market on one of our new property Miraculous Ladybug. Moreover, we celebrated the 45th anniversary of Barbapapa, and many operations have been lead by a doodle by Google, an event at Colette in Paris for the launch of a new style guide for adults, a new interactive app, and the international development in Europe and Asia.
Finally, Hello Kitty also broke the news with apparition at the Fashion week in Paris (Olympia Le Tan), a co-branding with PSG, a beauty bar at last ComicCon in Paris, and many other operations that settle Hello Kitty as an evergreen trendy brand for women and girls on the market.
How big has the boys and men’s marketing space been for you?
This is a segment on which we expand fast, especially with All Blacks – this property talks to men of every age. We also address this target with the brand Solex, a patrimonial but trendy motor brand that we develop in France since 2014. The first collection of tee shirts (Licensee :Stone kid) has recorded strong sales in 2015 – more than 50,000 t-shirts sold.
We also signed this year representation agreement for Matt Hatter property; a unique 3D animated series broadcast on Gulli in France with high ratings on boys aged from four to 10-years-old.
Moreover, we manage key brands like Telefoot and Automoto, two historical programs of TF1 watched by boys and men every Sunday in France. We propose for licensing their incredible notoriety and ‘expertise guarantee’ for this specific ‘male’ segment. Sport is an easy, but unavoidable universe to reach this target.
Are there any new areas you will be entering into in the licensing space?
We want to remain a one-stop shop for licensees, so every universe makes sense for us: TV entertainment, cinema, sport, fashion, event, design. Every universe is a potential source of great developments and additional business for TF1 Licences. We are a subsidiary of a TV Group, but our 25 years expertise of the licensing market leads us to manage every kind of property.
What does next year have in store for All Blacks with regards to licensing?
Following BLE 2015 and the victory of the All Blacks during the Rugby World Cup, many discussions are now engaged on this brand for development on key sectors such as apparel, outdoor goods, high tech, food, publishing, cosmetics, back to school and figurines.
Next year, current licensees will expand their range of products, such as a new collection in cosmetics by Corania, and new models of watches for SMB. They receive a warm welcome from retailers, mass or specialist.
Anything else you’d like to add?
All this success on All Blacks property is also the result of a great and close collaboration with Velocity Brand Management, the international agent, that helps us a lot to work with European licensees and makes things happen.
And of course, a special thanks to the NZ team and players that have realised a fantastic tournament and have shared with sport fans some huge moments of pleasure, fair play and victory.