 More Singapore animators turning locally-produced cartoon characters into merchandise
CANNES, FRANCE: Singapore cartoons are not only making waves on international cinemas and television screens.
You will soon see more of them on T-shirts, cups, soft toys and stationery.
And these can make five times more money than their movies or TV series.
Take for example, Singapore's animated feature, "Legend of the Sea".
Besides offering pure entertainment, the little dragon in the show could possibly make millions of dollars for his creator.
The US$3.7m movie will not only be the main draw when it opens in Singapore in June.
Benjamin Toh, CEO of Cubix & Kosmic, said: "We actually have soft toys.....to target more on children. Other than watching a movie, they'll want a collectible of their own to bring home."
In Hollywood, cartoon merchandise is a traditional marketing technique, and it has been known to generate billions of dollars for animation companies.
Benjamin said: "Internationally, merchandising can be much bigger than the film production because it lasts longer, it sells all the way through. Like Mickey Mouse, you know, they don't have so much films but their merchandising and licensing rights actually live. Furthermore, we can actually develop it into a TV series; the lifespan for merchandising for TV series animation will last very long."
Michelle Lui, Media Development Authority's Senior Assistant Director for Industry Development, said: "It's also one of the most lucrative markets of the whole value chain. You just look at Winnie The Pooh as a character, Disney has been able to generate double-digit billion US dollars every year from just licensing and creating merchandise surrounding the character. So, I see there's a lot of potential for our Singapore animation productions with characters that can actually be taken across different platforms through licensing and merchandising."
And, since "Legend of the Sea" has been sold to over 30 countries, including America, China and India, more revenue can be expected when producers sell licensing rights to these countries to reproduce the show's characters in merchandise.
Cubix and Kosmic Pte Ltd is already tying up with JetStar Asia and restaurants to carry the characters in their merchandise.
And to help these companies do so, the Media Development Authority started a mentorship programme last year to help them understand the fundamentals of licensing and merchandising.
So far, seven companies have joined the one-year programme.
More companies are expected to join the programme when it resumes later this year. - CNA/ir  To view links or images in signatures your post count must be 10 or greater. You currently have 0 posts. To view links or images in signatures your post count must be 10 or greater. You currently have 0 posts. To view links or images in signatures your post count must be 10 or greater. You currently have 0 posts. To view links or images in signatures your post count must be 10 or greater. You currently have 0 posts.
Last edited by Ican : 28-05-2007 at 12:57 AM.
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