Madrid -- A tween telenovela titled "Patito Feo" purportedly has Disney's internationally minded president and CEO Robert Iger agog, knocking the company's franchises like "Hannah Montana" off the top of local ratings and soundtrack charts across southern Europe.
Produced by little-known Buenos Aires boutique Ideas del Sur, with co-production and distribution by Mexico colossus Televisa, the soap is breaking records in Spain, Portugal and Italy and is poised to launch in Greece and Turkey. (TV, home video and merchandising and licensing rights are managed by Madrid-based Elastic Rights in southern Europe.)
Not surprisingly, Disney executives see this not as a one-off phenomenon but rather a trend upon which they can build.
"Patito" boasts a multiplatform marketing campaign with a flourishing merchandising and licensing business. By year's end, there will be 60 licensees in all three southern European territories, including toys, perfume, home decor, suitcases, party goods, food products and apparel.
That's...
Produced by little-known Buenos Aires boutique Ideas del Sur, with co-production and distribution by Mexico colossus Televisa, the soap is breaking records in Spain, Portugal and Italy and is poised to launch in Greece and Turkey. (TV, home video and merchandising and licensing rights are managed by Madrid-based Elastic Rights in southern Europe.)
Not surprisingly, Disney executives see this not as a one-off phenomenon but rather a trend upon which they can build.
"Patito" boasts a multiplatform marketing campaign with a flourishing merchandising and licensing business. By year's end, there will be 60 licensees in all three southern European territories, including toys, perfume, home decor, suitcases, party goods, food products and apparel.
That's...
- 5/27/2010
- by By Pamela Rolfe
- The Hollywood Reporter - Movie News
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