We get the lowdown from Splash Entertainment and Kids Worldwide Factory on the licensing push for the girls' property.

‘2014 and 2015 will be years of growth for Chloe’s Closet’

Firstly, can you tell us the story behind the brand?

Chloe’s Closet revolves around the magical world of an adorable, imaginative four year old girl named Chloe, who embarks upon fantastic adventures during her dress-up play. During each show Chloe’s closet magically comes to life with lights and music and provides an element of surprise containing a costume that allows Chloe and her friends to dress up and embark on many imaginary adventures.Chloe’s adventures involve the audience and encourage viewers to join her fabulously fun, out-of-this-world journeys.

How did the brand perform in 2013?

2013 was a great year of continued growth for the TV series. The distribution of the series expanded to additional countries and we now have worldwide coverage. The series is broadcast in more than 110 different countries and the ratings performance has been great across multiple broadcasters. The second season also became available and distributed to our worldwide partners. We now have 104 11-minute episodes.
We also started with marketing activities like social media and events in a view test countries. In the Benelux, we currently are developing a new styleguide and sparkling new packaging to inspire partners and show the potential of the brand.

How many licensees does it have to date, and in which categories?

Now that the series has been established in multiple territories, 2014 and 2015 will be a year of growth in licensing. Currently we have established a network of agents and we are starting to see new deals in various categories. In Benelux we have found a new and enthusiastic toy partner who is developing a high-profile instore concept with more then 40 different products bringing the best must have toy items for girls.
The collection, which encourages children’s educational development, creativity, and fantasy role-play, will be available in store from autumn/winter 2014 and is supported by an intensive marketing campaign. Once we have started in Benelux, we will expand to other countries in Europe, as well.

What are some of the best performing products?

We have just started to launch publishing in a few territories and will be focusing on key product launches this year. The series lends itself well to key categories which encourages children’s educational development, creativity, and fantasy role play so we expect a lot from toys and games, role-play/dress up, publishing, fashion and interactive.

Are you looking to sign more licensees this year – if so which categories are you targeting?

Yes, 2014 will be a big year for our licensing programme. We will be announcing new licensees with a roll out planned for this fall/holiday for products who have a strong link to the programme. After this we will focus on food and multi-media, but also read-along books and fashion.

Do you have any special marketing initiatives or promotional activity planned for 2014?

We have developed a new marketing strategy for 2014-2015 were we are looking at multiple character appearances as well as free apps, a multi-media platform for children, new music with video clips, Chloe events, but also social media marketing will be very important.

What has the reaction from retail been like to the brand?

We just started with the licensing development in the Benelux so we don’t know the response on this new concept all over the world. But in the Benelux retail is very enthusiastic. What we do know is that Chloe is a giant rating success in almost every country where she is broadcasted. Once we show partners our performance they are impressed and curious to learn more on the brand and commercial opportunities. We developed a beautiful in-store presentation for retailers and we offer them a completely new and inspiring girls programme, supported by an intensive marketing strategy.

What would you most like to achieve with the brand by the end of 2014?

By the end of 2014 a concept of over more then 40 products is available to be shared with the worldwide fans of Chloe. We would like to have solid partnerships in place in every country where Chloe is on TV and we expect a lot of new retail partners will be on board as well.

Is there anything else you would like to add?

If you are interested to learn more about Chloe or the new products, please contact us.
For Europe: Kids Worldwide Factory, Marije van Unen, marije@kidsworldwidefactory.com;
For other territories: Splash Entertainment, David Di Lorenzo, david.dilorenzo@splashentertainment.com.

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