What is primarily a kids’ channel, Cartoon Network speaks in numbers, as well. As the leading children’s entertainment channel in Asia Pacific, Cartoon Network resides in 234 million homes, and is translated into 21 languages in 166 countries.
Add the numbers up, and that’s good news for its licensing and merchandising division, Cartoon Network Enterprises.
In home entertainment and publishing, the business reached 50million consumers in Asia Pac in 2009. In the Philippines, the channel is found 1.3 million homes. From TV screen and into stores, merchandising in 2009 developed over 10 brand new product category launches, including toys, books, gaming consoles and home entertainment, apparel, footwear, confectionary and stationery.
In 2009, the company sold 1.5 million units, developing seven new markets, including Xbox, Nintendo and PlayStation.
“Cartoon Network business is vibrant across the region. Our revenues doubled versus budget. Our net income (reached) nearly four times our budget,” reveals Dulce Lim-Chen, VP for Asia Pacific, of Cartoon Network Enterprises. Lim-Chen, who is based in Hong Kong, is a born-and-bred Filipino.
< width="420" height="307" alt="" src="/global//UserFiles/dulcen lim-chen ED medres. " /> Dulce Lim-Chen
From 2008 to 2009, Cartoon Network saw an increase of 40% in merchandising, in the Philippines alone.
With toys, specifically, the Philippines leads its Asian neighbors. At 89% growth in 2009, the Philippines is the largest and fastest growing market. Footwear and accessories grew 64%, and the company is expanding the business with a lineup of new products and new partnerships.
Already publishing 150 titles, with more to come, the company has video and movie series products, and in the Philippines, its launch pad video partner is Viva Video. Twenty-one titles are already in production.
In what is already looking to be a heavy year, Cartoon Network has more treats for Filipino kids. Cartoon Network Live! Power of the Omnitrix, are live, 90-minute stage shows featuring never-before-seen aliens and incredible stunts.
For 2010, a wide range of fun products are in line for new show Gwen (cousin of its Ben 10 character), the ever-popular Powerpuff Girls, and Ben 10: Ultimate Alien, are in the pipeline. Beyond the tees and shoes, trendy toys, gaming consoles and home entertainment complement the stock.
< width="430" height="588" alt="" src="/global//UserFiles/ben10_alienforce. " /> Ben 10: Alien Force
Comparing the Philippines to our regional neighbors, Lim-Chen says, “The Philippine kids are the same with any market. They love Cartoon Network. They find the characters entertaining and relatable. But, here, when we launch, we don’t need to translate from English. We can launch the original version.”
adobo magazine. The Word on Advertising.
