Books Remain Hot License
by Staff -- Publishers Weekly, 7/9/2007
Publishers and authors were out in full force at this year's Licensing International trade show, held June 19–21 at the Javits Center in New York City. Books have long served as source material for the television shows and films that dominate the entertainment licensing market. Now, as publishers seek new revenue streams and retailers and manufacturers look for niche properties with potentially long lives, a number of merchandising initiatives are based on books alone.
Children's author/illustrator Karen Katz, whose 22 titles include Where Is Baby's Belly Button?, was at the show in support of her new licensing effort with agent Act III Licensing. Small World Toys, her first licensee, will produce educational toys for infants. “Because I don't have a character, it's a little different,” Katz said. “But I have a look and a following.”
United Media Enterprises was touting two book-based programs. One, tied to HarperCollins's Fancy Nancy, focuses on items such as dolls, dress-up toys and activity kits. Joshua Kislevitz, UME's senior v-p licensing, said there's room at retail for properties outside the high-profile entertainment realm. “There's a wave underneath that, where Fancy Nancy lives,” he explained. UME also revealed a licensing program tied to Simon & Schuster's new Raggedy Ann and Me! book series.
HIT Entertainment recently acquired licensing rights to Rainbow Magic and will start with stationery and other bookstore-friendly categories for girls 5–9. “We recognize the importance of the book trade,” said Rick Glankler, HIT's v-p of licensing.
Book-based brand extensions are not limited to the children's arena. Chronicle Books took its own booth for the first time this year. The publisher highlighted its Worst Case Scenario brand as well as its Porn for Women, Position of the Day and cookbook titles. Liz Rockhold, Chronicle's senior sales manager, business development, reported interest in its brands for mobile content and other interactive uses.
Because so many bestselling children's books eventually make their way into entertainment, licensees can give themselves an edge, should that happen, by linking to a book early. “The idea is to get in on the bottom floor before it takes off,” said Renée Fountain, Simon & Schuster's licensing and brand manager.
The bulk of licensed products are sold through mass market chains, but licensors are increasingly interested in having a presence in the book trade. Paramount's marketing support for the Spiderwick movie, due out next February, will include a limited-edition poster given to customers on “Harry Potter Night” at Borders and other stores. Scholastic is working on promotions for the New Line film The Golden Compass, for which it is the global publishing licensee. “I see this property as having a long life, particularly in the bookstores,” said Scholastic's Leslye Schaefer.
