When you hear of destinations like Barcelona, Madrid and Portugal your mind immediately switches into holiday mode; it envisages the sun, crystal blue waters and historic architecture; the tastes of tapas and sangria tantalise your taste buds.
And this is the image Jordi Rey, Biplano’s director, would like to change.
“Licensing is our reason to be and we enjoy working on it,” Rey tells Licensing.biz.
“And Spain and Portugal are not just tourist destinations; I would ask everybody to carefully pay attention to the potential of our licensees and our market,” he insists.
The licensing and promotions company was founded in 1990 with its first project being the Teenage Mutant Ninja Turtles. Almost two decades on and the firm continues to run successful activities for a wide range of licences, having enjoyed success with campaigns for pre-school wonder Teletubbies, literature and cinematic hit The Lord of the Rings, and home crowd favourite, FC Barcelona.
“It is permanently evolving and there are no exact rules but I would say that retail, events and promotions are something you must be able to deliver if you want to succeed. Licensing by itself is something everybody assume[s] we know how to do it,” Rey continues.
“Biplano is an independent company but we are used to partner[ing] with other agents worldwide. Actually we are working very closely with TLC and Backstage on different properties.
“Our main market is Iberia and here we concentrate our efforts but we all realise that we have to team up with the rest of agents to create global licensing programs.”
With a workforce of 31 professionals between its three offices, Biplano continues to grow its presence within the licensing industry. It offers licensing programs backed by promotional marketing to licensors within the categories of TV, movies and DVD, classics, concepts, sports and brand names.
“We first focus on the existing licensors we already work with and if necessary we consider new properties, either because we understand they are interesting for Iberia or because we believe in the company who comes to us with a new project,” Rey says.
“We have had a very good time [over the last 12 months]. Our market keeps growing and our portfolio is very solid. [We want] to keep it like this; in as much as our licensors and licensees are happy with us, we will continue trying to deliver service and confidence.
“We permanently have to prove that Spain and Portugal are actually an important business opportunity, that nobody can neglect, and that many Spanish licensees can easily compete with the rest of companies in Europe,” he emphasises.
“It takes time, but the results are there.”