"Our classical properties are achieving good results because they are a safe bet" | Key4Communications |

Many licensees and retailers are betting on the classical properties in the current economic context, since they are a guarantee in difficult times, explains Rosa Tévar, Licensing Director, Warner Bros. Consumer Products (WBCP) in Spain and Portugal.

What are the main properties for WBCP in 2013?
This 2013 comes packed with new releases starting with the film Man of Steel, to be released in June 2013, and the second instalment of the trilogy The Hobbit: The Desolation of Smaug, in December 2013, as well as the launch of new content of our traditional properties such as Looney Tunes, Scooby Doo and Tom & Jerry. Our focus for 2013 is on these licenses and our strategy will continue to strengthen our position in retail.

What do you think about the licensing business in Spain?
The licensing business, like many others, is suffering the effects of the economic situation, as consumption has dropped. But our classical properties are achieving good results because they are a safe bet. In our wide portfolio of properties, classic brands are a priority. These include the Looney Tunes, DC Comics superheroes, Scooby-Doo, Tom & Jerry, The Flintstones...

In Spain, licensing is specially aimed at children. Do you think the sector should diversify and reach adult audiences, as in other markets?
The successful development of our licenses in different product categories, whether toys, apparel, gifts, stationery and accessories, is precisely the flexibility of WBCP properties. They are not only addressed to a children target audience, as they also reach a young-adult target. This flexibility is reflected in all our properties: properties such as Looney Tunes, Tom & Jerry or Batman and Superman can target children, young people and adults. Our licenses are present in many product categories for adults, such as fashion and footwear, gifts, homeware and accessories.

What are the advantages of licensed products in the current economic climate?
A internationally known brand as any of ours can help Spanish companies to export. A license always adds value to the product, and our licenses provide differentiation and visibility over other similar articles without license. We are operating in a global and competitive market and in a very difficult economic environment, which requires increasingly differentiated products, and our licenses can help to achieve this differentiation.

Another advantage of licensed products is that they convey the values, history, and energy of the property. In this sense, WBCP brands have values that have endured over time and from generation to generation, and which are reflected in their products. These features make our licensed products different and special, and at the end of the process, this help consumers to choose and buy.