The huge success of this partwork was quickly followed by Disney’s property, The Lion King. The company made its debut in the 1970s and following the Disney licence, many more leading properties came on board.
Eaglemoss was founded by Patrick Cavendish, of Marshall Cavendish and, as rights and internet manager Emma Thackara explains: “The company has been a market leader in partworks since then, with a string of hugely successful launches from Jackie Chan Adventures, based on the animated TV series, to The Horrible Histories collection and The Horrible Science collection based on the hugely successful series of Scholastic books.”
The firm has seen success with a wide range of licences for a variety of audiences from Make it Groovy based around Groovy Chick to Yu-gi-oh! GX. The single most successful licence to date has been The Lord of the Rings. Eaglemoss has had two big hits with The Lord of the Rings film trilogy characters, The Lord of the Rings Collector’s Models, running to 160 parts and The Lord of the Rings Chess Collection, featuring three chess sets.
Thackara comments: “The Lord of the Rings Collector’s Models benefited from the massive and loyal audience of the film trilogy. A firm, international fan-base provided the perfect audience for our first venture into collectible figurines. The loyalty of the customers buying the figurines was also unusually high with exceptionally steady sales from issue to issue in all markets.”
Partwork publishing lends itself to a wide range of collectables and most recently, the company has published two DVD collections, the Buffy and Angel collection with Fox and the Agatha Christie Film Collection with Chorion.
A sector that may traditionally be looked upon as predominantly child-focused, partworks are actually strong within a range of audiences and one of the most lucrative for Eaglemoss is adult males.
A large part of the company’s success is its mass marketing campaigns. Thackary explains: “Partwork publishing is very strong because it is classically backed up by TV advertising and therefore reaches a huge audience.”
Marketing is via TV advertising for standard campaigns. The firm is also moving into press collections where it publishes a collection alongside a major magazine or newspaper, giving it instant exposure with the media partner.
Having conquered the majority of its audiences and established a strong marketing strategy, the firm is now looking further afield. Eaglemoss is expanding its operations into many new markets from Russia to Japan. The Eastern European office is based in Warsaw and there is also an office in Paris. Most other language versions are managed from the UK office, from Russian, Finnish, German and Hungarian, to Italian, Spanish and Greek.
Eaglemoss now publishes in 17 territories and is hoping to further expand throughout the next year. The firm hopes that this will help it to overcome the economic crisis and also plans to look into new routes to market to keep it in a strong position during the recession.