| La rivista Total Licensing a pagina 70 dedica un articolo a Winx e a Pop Pixie (evideziamo in rosso la parte relativa a Pop Pixie):
Winx Club was first launched in 2004 into a market which was dominated by Barbie as the girl’s property in Turkey. It seemed impossible to overtake the success of Barbie - girls adored it and the trade worshiped it. However, the situation was, it was discovered, largely due to the fact that there were no alternatives.
Filma Ltd decided to focus on the key values of Winx Club such as magic, fashion and friendship. Two months before the TV and magazine launch, they launched the Winx Club Turkish web site which was advertised through the Internet. Winx Club was the first kids brand to have its own website in the local language; it was very important because until that time the only websites for children were the game sites. With the advent of the Winx Club site, kids in Turkey suddenly had a website where they could learn things as well as play. The content of the website was unique. Girls welcomed this approach and visits to the site boomed after the television and magazine launch.
The first category launched was fashion bags to emphasize the fashion aspect of the brand which was supported with concept display windows at different stores in different locations. Filma looked for licensees who share the same enthusiasm they felt for Winx Club and also licensees that did not hold a lot of properties.
These different strategies proved to be successful: One year later Winx Club was the number one girl’s brand in Turkey.
Today, six years after its launch, Winx Club was awarded Best Girl’s Property by Kid’s Brands Association’s research carried out over 20,000 kids in Turkey.
Filma created mall activities in the most popular mall in Turkey, meet and greet sessions, a TV commercial that advertised the products of four licensees under the banner of Magical Winx World, sampling activities, live TV shows and TV programs.
One of the most successful promotions was related to the first Winx movie in 2008. Filma arranged for the most popular Turkish girls band among kids and tweens - Grup Hepsi - to sing the lead song for the movie and they also shot a music video combining the band and scenes from the movie. They launched the clip through music channels and online. This helped to broaden the audience beyond traditional Winx fans. The movie enjoyed 250,000 admissions and was the best animated movie of the year in 2008. For the second movie soundtrack Filma also used celebrities. The opening weekend ticket sales were 105,000 which was higher than Shrek.
The TV ratings for Winx Club have been outstanding. The show reached a 3.1 rating and 20.8% share amongst individuals. On the product side, sales have also been high. Winx Club to date has sold 400,000 DVDs, 1.5 million magazines, 330,000 watches, 1 million school bags, 1 million fashion bags and 250,000 sets of bed linen.
For 2011, Filma is working on the launch of PopPixie. This will be broadcast on one of the most popular national TV channels early this year and the launch of the toys will be through one of the strongest toy distributors. Filma are very confident that this new brand will add to the success of the Rainbow brands in Turkey."
|
