DQE: Moving up the success ladder with licensing

Vrinda Oberai

Licensing

The animation industry is evolving like never before and this trend is being best taken forward by DQ Entertainment International (DQE) across the world. DQE is a global animation, gaming and live action entertainment production and distribution company. Multiple licensing and merchandising deals have been signed by the company in this regard.

'Jungle Book', the home grown intellectual property from the house of DQE is in the lime light. The aim of the company is to provide the property, the right platform. The property is being sold to over 110 countries for broadcast, moving towards 360° monetization through licensing and merchandising. Some of the best partners are identified to represent this beautiful property worldwide.

Mr Manoj Mishra, Senior VP Sales and Licensing - DQ Entertainment comments, "We already have onboard many major licensing agents like ZDF Enterprises for Germany & German speaking Europe, TF1 for France & French speaking Europe, D& C for Israel, CPLG for Iberia, Japan, and UK, and talks are on with many others. We are also developing Peter Pan in HD 3D, Lassie and friends, Feluda, Omkar and many others. Balkand and Ravan - are two popular mythological TV feature from DQE that had been aired on Cartoon Network last year and are in the second season now."

Retail channels involved

The ripple created by licensing and merchandising activities worldwide for Jungle Book, even before its broadcast indicates its tremendous fan-following worldwide. "As a major intellectual property owner, our focus has been to identify the right partners/agents to represent the property in their respective territories. The agents play an important role in helping us to license out the properties in their respective local region," says Mr Mishra.

The company is also actively involved in the negotiations for certain categories like home video, publishing, toys and plush, apparels etc, being in direct touch with the licensee and finalising deals with them on a pan-Europe basis.

The licensing deal's details

DQE is already associated with back to school products like school back packs, school bags, courier bags, satchel, string bags etc in France. The destinations also include Benelux and Israel. "Also, a major publishing deal has been finalised in French language for France and various French speaking territories. It has to be kept in mind that these deals were struck even before the show was aired, which is truly an indication of the show's popularity," adds Mr Mishra.

In addition many more deals are on the verge of being finalised worldwide.

Product categories

The product offerings primarily include toys and plush, clothing accessories, bed linen, back to school products, outdoors, footwear, arts and crafts, sports items, nightwear, watches and clocks, towels and bath accessories, stationary and paper products, food and beverages, health and beauty products, publishing and many other products that cater to children. Mr Mishra avers, "Kids should be able to incorporate their favorite characters into their lives through these merchandise products."

Target audience

Target audiences are largely based on the offerings which one has in his/her platter. The audience as put by Mr Mishra is show-oriented, each show implyies its specific target audience. He opines, "For instance, in the case of Jungle book, the primary focus would be on the children between the age group of 6-10 years of age, meanwhile 'Balkand' which is another home grown IP would appeal to kids between the age group of 6-9 years."