GIRLS MONTH: Warner's Pucca plans taking shape

Licensing growth accelerating across the EMEA region for the brand.
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Licensing growth accelerating across the EMEA region for the brand.
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Warner Bros Consumer Products' plans for the popular Pucca character are starting to build across the EMEA region.

Since acquiring the third party representation rights to the brand from Vooz in 2009, WBCP teams across the region have significantly progressed the licensing programme for Pucca.

Playing upon the ten year old character's love affair with Garu (pictured), WBCP France and Italy organised a Valentine's Day promotion where flowers and Pucca press packs were sent to key journalists.

A programme of advertising, dedicated trade supplements, trade show and editorial activity is supprting this initial activity and will be extended to include Spain and Germany.

On the consumer side, a full-page Pucca ad has been published in Italian Vanity Fair, while leading glossy Ragazza will be running further ads this summer. WBCP Spain has agreed a deal with Ragazza and Bravo Magazines for print and online executions later this year.

The Spanish team also worked with Warner Bros theatrical on cross promotional activity around the release of Valentine's Day. WBCP France will be following suit and organising joint activity when the film hits DVD in the summer.

Less established markets for Pucca, such as the UK, are under taking a period of intensive consumer research that will determine the long-term marketing strategy for the brand. Agent markets are now starting to roll out, with ELC launching Pucca at the recent Brand Licensing CEE show.