'Licensed kids games market is not dead'

"We proved you can make them work if you?re sensible in your approach," says Avanquest MD.
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Avanquest has built a business out of selling licensed kids video games, and despite challenging conditions for boxed games, says the market is far from dead.

The firm says it's had "huge success" with titles such as Fireman Sam, Merlin and Little Charley Bear. 

It's also recently added new brands like Everything’s Rosie and Raa Raa the Noisy Lion.

In an interview with Licensing.biz sister publication MCV, MD Steve Powell said: "Retailers trust our judgment and we don’t set unrealistic expectations on numbers. 

"Take Hotel Transylvania: many said film franchises were dead as far as DS goes, but we proved you can make them work if you’re sensible in your approach. Many have fallen into the trap of over-hyping a brand, piling it high and then having to figure out an exit strategy when the stock doesn’t sell.

"We’ve also had success in carrying brands such as Noddy and The Hive across to iOS and are talking to other licencors about how we can help.

He added: "We’re very selective in the brands we licence, making sure they are established and popular in the UK. In our experience, licence owners want a partner who cares about their property like they do and are able to maximise sales potential whilst maintaining the values and integrity of the brand. 

"With the biggest children’s range in the market we can help retail drive sales through regular range promotions. We did this very successfully last year with some of our partners and they saw their sales increase year-on-year."

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