LICENSE A FAMOUS TOY OR GAME
Toys and games from our childhood have the ability to trigger nostalgic memories and tap into existing emotions.
Iconic toys known across the world like Barbie and Mr. Potato Head have proven hugely successful when appearing in advertising. Board games played by millions of people globally such as Monopoly and Operation are also a great way to target a broad audience.
CONSIDERATIONS:
It’s important to ensure that any toy or game appearing in the campaign material is an authorised version.
If the creative involves changing the toy or game in some way it’s important that the Rights Holder agrees early in the process.
Make sure to allow enough time to source the product. Some toys and games are no longer available to purchase and it might take a while to source the right ones.
CASE STUDY #1:
British Airways x Winnie the Pooh
To celebrate their centenary and 100 years of flying, British Airways created a multi-faceted campaign designed to emotionally connect audiences with the long-standing brand. In addition to a range of famous British names (Olivia Coleman, Anthony Joshua, Paloma Faith, Helen Sharman and Grayson Perry), Disney’s Winnie the Pooh was brought on as a classic British character.
Winnie the Pooh appears as a soft plush for the majority of the commercial but then comes to life towards the end of the spot in a surprising and endearing moment. Born Licensing managed the licensing process of Winnie the Pooh from start to finish including negotiations of commercial terms, facilitating the license agreement, and the resource-heavy approval process.
CASE STUDY #2:
MoneySuperMarket x Action Man
Action Man is one of the most iconic action figures in the UK, which is why MoneySuperMarket brought on the toy for this incredible campaign. They needed their campaign to be fronted by a character with a very nostalgic appeal to a British audience.
The licensing fees also needed to be within budget, and we had to ensure the character’s Rights Holder would be comfortable with the idea of the daring and surprising creative. Shot entirely in stop motion, the 60” spot involved a number of different Action Man action figures dancing flamboyantly to CeCe Peniston’s liberating track ‘Finally’.
CASE STUDY #3:
Inspira Health x OPERATION
OPERATION is one of the most iconic and well-known board games globally, which is why non-profit healthcare organisation Inspira Health chose to make it the hero of their local Super Bowl spot. In the spot, an Inspira Health physician showcases the potential of new robotics technologies using the game. "When it comes to minimally invasive surgery, we don't play around," sums up the punchline at the end of the spot.
Born Licensing were called upon by Inspira Health’s agency, Brownstein, to secure the licensing of OPERATION for their ambitious campaign.