BLE 09: Paramount Licensing appoints new agencies

By Katie Roberts

October 1st 2009 at 10:41AM
BLE 09: Paramount Licensing appoints new agencies

Firm signs on The Licensing Company (TLC), Biplano and Backstage for representation in the European market.

The new appointments are effective immediately and were announced by Ryan Gagerman, vice president, international, Paramount Licensing. 

The three companies will together represent the division across Europe through their network of offices in France, the UK, Germany, Spain and Italy. 

TLC, Biplano and Backstage operate under a strategic alliance, providing unrivalled European agency representation throughout the European markets for both licensing and promotional programs.

Focusing on long-term brand extension, the agencies will initially emphasize the studio’s library of films including Grease, The Godfather, Top Gun and Saturday Night Fever.

They will also license upcoming films, including Rango starring Johnny Depp and slated for European release in spring 2011, and The Adventures of TinTin: The Secret of the Unicorn, slated for an autumn 2011 European release.  Also on the upcoming film slate to be licensed is the recently announced remake of Footloose.

The agencies will be developing long term consumer products programs, with an initial focus on fashion and accessories, publishing, toys and games, gifts and collectibles, bedding and room décor, and food and beverage. They will also pursue promotions in areas such as food, cars, insurance and travel, and will work directly with major retailers for special offerings.

“The cooperation of The Licensing Company, Biplano and Backstage has an outstanding track record for working together to successfully launch and manage entertainment properties, especially major film franchises,” said Gagerman.  “We are excited to work with them to extend the brand identity of our extensive library holdings, and lay the foundation for our upcoming highly licensable films.  Furthermore, we are excited about integrating Alicom, Paramount’s Scandinavian agent, to provide a comprehensive and seamless European network.”

Commenting on the new alliance, Melvin Thomas, group managing director, said, “TLC, Biplano and Backstage offer a best-in-class approach to licensing across the major markets of Europe. 

"Paramount’s rich portfolio of classic properties together with its ongoing roster of major movie launches makes it an ideal alliance for our network’s unique combination of entertainment licensing and brand extension skills.”