A Starring Role for Single Episodes

Entertainment IP owners are keeping their licensing programs fresh by developing limited merchandise arrays based on specific episodes of their TV series. A number of factors dictate the viability of these efforts:

• Unexpected demand. Cartoon Network licensee Cryptozoic created a board game called Card Wars, which brought to life a game played in a breakout episode of the Adventure Time TV series. A comic book from Boom! Comics and a Cartoon Network-produced app are also on the market, with other products in development. The release of the new items will be timed to an upcoming sequel episode.
• Relevant themes. This fall, eOne launched a line of merchandise tied to a Halloween episode of Peppa Pig. Several Peppa licensees are releasing product ranging from apparel to books and magazines, all debuting in the U.K. in time for the holiday.
• A high profile. Nickelodeon introduced apparel, toys, CDs, DVDs, books, musical instruments, and other goods for Dora Rocks!, a prime-time musical special that debuted in January of this year, based on the network’s Dora the Explorer franchise. The merchandise was exclusive at Target and Target.com from February through April.

These initiatives are not separate licensing efforts but rather new product assortments from existing partners. In some ways, they are similar to the “hot markets” strategy in sports licensing, where leagues or other property owners oversee licensing initiatives inspired by everything from special games, such as the NHL’s Winter Classic, to an off-season event, such as NFL Draft Day, which is the focus of a licensing program managed by the NFL Players Association and the Collegiate Licensing Company.

Episode-driven programs such as these also fit into a larger trend for innovation in TV licensing, whether it be bringing in-world objects to life in the real world or creating product lines associated with secondary characters. All allow licensors and licensees to stand out on shelf, bring their fans something new that makes sense for the property, and potentially spur incremental purchases.