Roubina Tchoboian: "Established brands show longevity”

In September 2023, Roubina Tchoboian took on the role of Head of Global Licensing at Banijay Kids & Family. Her primary objective has been to rebuild the licensing team and expand Banijay's presence in the global licensing market. "We've had a brilliant year rebuilding our licensing team and Banijay Kids & Family's presence. We have a strong portfolio with brands like 'Mr. Bean' and 'Totally Spies!,' as well as new properties like 'Mini Heroes of the Forest' and 'Super Happy Magic Forest,'" she said.

Tchoboian commented that buyers and retailers often prefer established brands due to their longevity and built-in fan bases. "Established brands show longevity. Buyers tend to lean toward them. 'Mini Heroes of the Forest' and 'Super Happy Magic Forest' come from publishing, which means they already have a fan base that can recognize and support a full licensing program," she explained. This trend reflects a desire for security in a crowded marketplace with fierce competition.
Navigating the licensing market presents challenges, especially with many new and old IPs constantly emerging. "It's tricky to carve out space in such a crowded market, but it's possible with the right tools and a slow build." She also emphasized the importance of maintaining product quality: "We are proud of the premium quality of our TV content, and we want the same for our licensed products," Tchoboian stated.

Banijay's global approach tailors programs to specific regions, a strategy that has proven successful with brands like "Totally Spies!" The reboot for Gulli in France in May 2023 saw excellent ratings, which allowed Banijay to launch a licensing program in France. "We already had partners on board before the relaunch, so we managed to introduce books, anime comics, audiobooks, puzzles, and more. A video game will launch later this year," Tchoboian said. The company plans to expand the brand further in Latin America, EMEA, and North America.

TOP-TIER PARTNERS
Banijay prioritizes working with top-tier partners who understand the core of their brands. "We look for best-in-class partners who understand the DNA of the brand. It's crucial to ensure that the brand's values are reflected in the products because if the DNA is wrong, the product won't sell," she stated. One of Banijay's biggest successes has been with "Mr. Bean." Earlier this year, the company took on worldwide licensing rights for the brand. They've appointed new agents in territories like the UK, Australia, and South Korea and signed deals in toys and live events, including a collectible with Steiff and a live event debut at the Qatar Toy Festival.
For "Totally Spies!" Banijay has expanded globally, appointing new agents in the US, Italy, and Brazil and launching a collaboration with Skinnydip in the UK. "We've also started selling to specialty retailers in the US through our partner, Ripple Junction," Tchoboian added. Looking ahead, Banijay has more exciting announcements in store, including plans for "Topo Gigio," which has a solid fan base in Latin America.