Classic '50s comic brand Asterix will be represented in Germany, Austria and Switzerland by Euro Lizenzen.
Les Editions Albert René, which manages all associated rights with the Asterix universe (and is part of the Haschette Group), announced the appointment.
German-speaking countries are currently the second strongest area for Asterix, after France. 120 million copies of Asterix books have been sold in German speaking countries.
Munich-based licensing agency Euro Lizenzen will work on a licensing program for Asterix and ‘install it as a major and classic brand in the German market’. Many programs are already underway in Germany, Austria and Switzerland.
"We are totally delighted to have the opportunity of representing the world's most popular comic Asterix in Germany, Austria and Switzerland,” said Günter Vetter, Managing Director of Euro Lizenzen.
“Knowing that Asterix comic albums have been translated into more than 110 languages and with 120 million sold copies, Germany is the second strongest market for the Asterix brand, and we believe great licensing opportunities exist in the marketplace.
“We look forward to cooperating with Editions Albert René to further develop the licensing programme in our territories with a major marketing strategy, and to bring many new products in categories such as stationery, toys and games, back to school, home and living and apparel.”
Baptiste Cazaux, Head of Licensing at Les Editions Albert René, added: “We are very proud to work with Euro Lizenzen. They have already done great job with some classic and evergreen brands. So they have perfectly understood the right positioning of this kind of property in order to develop a successful licensing program in Germany.”
Asterix was created in 1959 by designer Albert Uderzo and scriptwriter Rene Gosciny. Today more than 350 million comic albums have been sold worldwide, there have been eight animated movies and three live movies produced, which have drawn 65 million viewers. A fourth live movie is coming out worldwide in October 2012.
There is also a theme park near Paris with about two million annual visitors, as well as hundreds of spin-off products on the market.
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