Future Licensing Opps: Virtual Properties?

October 31, 2011 at 1:52 pm by Ted Mininni

We’ve seen the future. The future is here. New licensing opportunities are increasingly coming from virtual vs real properties. Think: Angry Birds.

The new premise: build a powerful brand using social media to cultivate a world-wide fan base. Popular toy, entertainment (sports, TV and movie) brands are still sick as all hell. But, bring on You Tube favorites with huge fan followings and… well… you got it: the newest superstars are coming from cyberspace.

That brings me to “The Annoying Orange”. Who knew that Dane Boedigheimer’s viral pals, Orange and the rest of the Kitchen Crew, would be such a hit? In fact, the biggest viral hit thus far. How about 800 million views on You Tube? How about a few fans shy of 10 million on Facebook? Staggering numbers. Numbers too large to ignore.

The plan? To cash in on success by launching talking plush, collectibles and clip-on products in a narrow price range: $7.99 - $9.99 to sell at Toys ‘R’ Us and Radio Shack, among other notable retailers. Junior fashion apparel and accessories won’t be far behind. Product roll outs are just beginning and will continue through spring 2012.

But what’s so new about this? Cartoon characters, for example, are also “virtual”. Right. But major networks reach into millions of homes, guaranteeing great exposure. With properties like Orange, there’s a difference. They represent the vision – and execution – of a creative mind and the limitless possibilities of viral platforms. No network brass or deep pockets needed. Just a great idea people find entertaining.

Who knew it could be so simple? Or is it? I mean: how do you keep a hot property hot in a pop culture like ours?

How would you keep a property like Orange from becoming stale and passé?
What other marketing tactics should be used to keep IP’s fresh and viable?
Do you know of other viral properties that would translate to terrific licensed consumer products?
Lastly, do you think licensed products will sell just because Orange is a pop cult phenom?

Categories:

Licensing, Consumer Products, Marketing Thought Leadership

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