NEWS

Cartoon Network’s Adventure Time a global success

Published on: 19th June 2014

The network’s regional licensing groups announced a series of recent successes and upcoming initiatives that will further establish Adventure Time as a top-grossing franchise.

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The announcement was made at the start of the annual global Licensing International Expo 2014 industry event in Las Vegas, Nev. Some recent highlights and upcoming licensing initiatives surrounding Adventure Time across the globe include:

NORTH AMERICA
Strategic collaborations and co-branded product launches have played a key role in the success of the Adventure Time licensing program in the US, and additional partnerships are on the horizon. Adding to this roster of co-branded product releases, CNE announced an all-new partnership with Kidrobot, a premiere creator of limited edition art toys, to create an all-new Adventure Time x Kidrobot vinyl toys, available at retail beginning January 2015.

Additionally, the Adventure Time apparel and accessories program recently started its expansion into mass market retailers throughout the US, building on the core business built in the specialty and mid-tier markets.

LATIN AMERICA
Currently in its second year across Latin America, the Adventure Time consumer products program has emerged as one of the top brands with wide retail distribution and prominent placement across many top retailers throughout the region. CNE Latin America recently launched a direct-to-retail partnership with Riachuelo, one of Brazil’s top department stores, that features a wide range of products from apparel and footwear to bags and accessories. In Mexico, Adventure Time has been the featured brand in a series of exciting promotions with Pepsico and ConAgra that has resulted in increased exposure throughout the food and beverage industry. Finally, Adventure Time was a leading brand in retailer Carrefour Argentina’s latest back-to-school promotion in February 2014.

EUROPE, MIDDLE EAST AND AFRICA
The online Character Creator game has had over 43m page views since its launch and with the Card Wars and Ski Safari apps both hitting the #1 spot on the iTunes app store, the series has proven success across multiple platforms.

The rising popularity of Adventure Time has led to an increase in consumer products throughout EMEA. New licensees have been appointed in apparel, accessories, toys, publishing, games, homewares, stationary, gift as well as food and promotions. Adventure Time products are widely distributed across the region with a fast growing roster of retail partners such as Amazon, Toys R Us, Tesco, ASDA, Next, El Corte Inglés,Pull & Bear,HMV and FNAC and product collaborations with H&M, Monopoly, Funko, Nooka and Mimobot offering fully integrated, multi-channel campaigns.

Fans of Adventure Time will also be able to engage with its characters in an immersive world of thrilling rides and entertainment at the world’s largest indoor theme park which launches within IMG Worlds of Adventure in Dubai in 2015.

ASIA PACIFIC
In Taiwan, Adventure Time is the number one show on cable in its timeslot for kids 4-14and, in May, a first-of-a-kind exhibition called Adventure Time – Finn and Jake opened at the National Taiwan Science Education Center. It will move from Taipei to Taichung and Kaohsiung in 2015, and possibly further afield in Southeast Asia. Finn and Jake are also currently on prominent display on Taiwan’s Cartoon Express, a high-speed train wrapped entirely in Cartoon Network branding.

In the Philippines, on-the-ground events featuring Adventure Time go from strength to strength.

Meanwhile in Australia, Adventure Time represents the hottest tween brand for local retailers with a huge following from local boys and girls, who are snapping up all kinds of consumer products – particularly DVDs and apparel. Black Milk, a popular online retailer, has even gone all out with a high-end 40-piece fashion collection. Even more partnerships will be announced shortly.

In Thailand, Cartoon Network Amazone, the network’s first waterpark, will boast the world’s only yellow Jake-branded waterslide and will be one of the key features of this soon-to-open attraction.

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