Internet music character Gummybear is now set for licensing success in Greece, after a TV advertising campaign by salami product company Ifantis helped push it into the spotlight.
Ifantis adapted the internet animation for the song I Am A Gummybear to promote its processed meat product, with the video and catchy tune proving a hit in Greece.
Universal Music is responsible for the distribution of music and DVDs in Greece and has shifted over 300,000 units to date. Gummybear character costumes - made by Rainbow Productions - have been appering on Greek TV shows and at live events in shopping centres.
AT New Media - which is the exclusive licensing agent for Gummybear in Europe - is now expecting high levels of interest from licensees and retailers in Greece, with products being launched throughout 2010.
"The huge success in Greece proves to companies there and in other countries that Gummybear deserves serious consideration for licensing," said Paul Comben, director of AT New Media. "We will be inviting advertisers of family food products to borrow the same formula and we will be urging merchandise licensees and retailers to capitalise upon the character's online and offline popularity."