BLCEE: Gummy Bear booming in region

Firm looking to boost existing success by sealing further deals.
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Unlike a number of the properties which are making their CEE debut in Budapest, Gummy Bear already has a strong foothold in the region, with its success actually beginning there.

Between January 2008 and August 2009, unique visitors per month to increased by 480 per cent to 130,000. In the same period, page views increased 700 per cent to 360,000 and 'Funny Gummy' e-card unique visitors per month rose 260 per cent to 52,000, while page views were up 270 per cent to 99,000.

In addition, Gummy Bear videos are among the top 60 most viewed for all musicians worldwide on YouTube. The character's dedicated channel attracted an average of 300,000 daily video views in September 2009, up a staggering 1,500 per cent year on year.

Almost one million Gummy Bear songs have been played on its MySpace site and Facebook friends increase by about two thirds every quarter of the year.

In Greece, food products company Ifantis adapted a Gummy Bear music video for a TV commercial, with music album sales in the territory currently 30 times platinum.

So far, 12 licensees have signed up for over 50 products, all launching throughout the year. Ifantis will extend its campaign to Bulgaria and Romania this month.

"We all know that licensees and retailers traditionally rely on TV series for merchandise sales," said Paul Comben, CEO of AT New Media, the exclusive pan-European licensing agent for Gummy Bear. "But they are learning fast that children and parents get more and more of their entertainment online and 750,000 web viewings of Gummy Bear means huge pent up demand for merchandise."


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