Licensing Factory 2009 Conference Program

22 / 09 - Day first conference program 9:00 - 9:05 9:05 - 9:45 10:00 - 11:30 11:45 - 12:45

Welcome to the Licensing Factory New Europe Show and Conference International licensing status – report about L&M industry 08/09 Ira Mayer, The Licensing Letter Keynote Address: DISNEY INSTITUTE From Inspiration to Innovation Scott Milligan, SPHR It has been said that creativity and innovation will be the keys for successful organizations in the rapidly changing 21 century. In this equaly fast-paced and thought-provoking presentation, speaker will share processes used by the Walt Disney Company’s acclaimed “Imagineers” to bring creative ideas to life. Audience members will walk away with ideas on how to increase creativity and innovation in their own organization. The Development of Licensing and Merchandising Worldwide and the Potential of Licensing and Merchandising in New Europe Francesca Ash, Total Licensing

13:00 - 14:15

Lunch

14:30 - 17:00 KEY SESSION ABOUT LICENSING AND MERCHANDISING Marty Brochstein, LIMA Gregory J. Battersby, Grimes & Battersby LLP, LIMA • Putting the right property together with the right product A look at the factors that must be considered by manufacturers and property owners as they seek the right marriage Speakers: Martin Brochstein, Senior VP of LIMA, plus others TBA • The Licensing Contract and The Legal Basis for Licensing An examination of the elements that go into a basic licensing contract, and how they affect the ultimate shape of a licensing deal Speaker: Gregory J. Battersby, Co-Founder and Senior Partner, Grimes & Battersby LLP, and General Counsel of LIMA • The Role of the Agent, And How To Build The Right Relationship A look at how agents function, their role in the licensing business, and pointers on how to find the right one Speakers: Martin Brochstein, Senior VP of LIMA, plus others TBA

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20:30 Welcome Cocktail

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23 / 09 - Day Two Conference PROGRAM

Conference PROGRAM

8:00 - 8:30 8:30 - 10:45

Coffee a la New Europe Introducing New Europe: THE ECONOMIST INTELLIGENCE UNIT – Nenad Pacek Business Strategies and Economic Outlooks in Emerging Markets Why some companies succeed in emerging markets and why so many fail to reach their objectives? How should companies approach and structure their business in emerging markets? What is best practice for companies that want to step up the effort and do more in emerging markets? Which regions and countries offer the best sales and profit opportunities in the short, medium and longterm? • In focus: Russia Россия • Important aspects: CIS Commonwealth of independent states СНГ Содружество Независимых Государств: Armenia Республика Армения , Azerbaijan Азербайджанская Республика, Belarus Республика Беларусь, Georgia Грузия, Kazakhstan Республика Казахстан, Kyrgyzstan Кыргызская Республика, Republic of Moldova еспублика Молдова, Tajikistan Республика Таджикистан, Turkmenistan Туркменистан, Ukraine Украина, Uzbekistan Республика Узбекистан • „Shortcut“: Northern Europe / Baltic states: Estonia, Latvia, Lithuania • What about: Central Europe: Austria, Czech Republic, Hungary, Poland, Slovakia • Undiscovered potential: Southeastern Europe: Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Greece, Republic of Macedonia, Kosovo, Montenegro, Romania, Serbia, Slovenia, Turkey • Missing connec tion: Israel, Lebanon, Malta • Including: GfK Research institute – Retail and consumers in New Europe, 20 minutes overview Tatjana Rajković, B.Sc

11:00 - 11:45

Broadcasters in the Region: Local and Acquired Content Yako Molhov, CEE TV, Vice President of Research The presentation reveals the latest trends in TV programming in the region. We will review the importance of local content - original fiction and formats as well as adapted international content - which occupies an integral part of major broadcasters’ prime-time programming. Foreign acquired content also plays an important role for local TV channels. The presentation will identify what are the main differences in viewers’ taste throughout the region as well as what are the latest slates for 2009/2010.

12:00 – 13.00 13:15 - 14.30

Licensing agent in New Europe: PICTURE OF THE MARKET with Connected Thinking Maria Örnryd, Plus Licens Lunch

14:45 – 15:45

Merchandising television program: Creating brand synergy and revenue streams BBC, speaker TBA

16:00 – 17:00

The Strengths of Licensing TV and Non-TV brands for a successful product development and communication - Diana M. Dieckmann, VP Licensing, FremantleMedia As one of the biggest TV Production company and world wide ancillary operations we will present international samples and strategies on how to successfully emotialise marketing campaigns with known TV as well as Non TV brands. As the brand owner of i.e. “Idols”, “Got Talent”, “Price is Right”, “Ugly Betty” and many more international TV formats in multiple-genres, Fremantle Licens- ings shows possibilities to potential licensees such as retailer, manufacturers, advertising and creative agencies etc. on how to use the high profile of TV brands within their communication.

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24 / 09 - Day Three conference program 9:00 - 10:00

Developing Properties into Products Christopher Byrne, Editor-At-Large, Toys and family Entertainment, Royalties This session looks at the strategic building of brands through the creation of a diverse product lines. We will look at how to define and analyze a brand and how to manage expansion in ways that balance and build on consumer perceptions and relationships while generating revenue through licensing.

11:30 - 12:15

Global licensing and retailing - results of research study about licensed product in retail and how leading retail chains use L&M to enter new market Ira Mayer, The Licensing Letter

12:30 - 13:15 13:30 - 14:45

UMKO Kids’ new best friend! Andreja Iljaš Hiša Idej, Slovenia Umko is one of the most recognized brands for children in Slovenia. In our lecture we will present Umko’ s brand building, how we tested the character, which are advantages of the brand from a small country , what are disadvantages of licensing in small countries like Slov enia. Nowadays Umko has everything, what a multichannel brand needs. In the LFNE we will also present the premiere of a trailer for Umko’ s cartoon. You will see Umko live as well. Lunch

15:00 - 16:00

Creation of brand for children and developing the licence. ONE2PLAY in the world of innovative and creativity. How to become the one who dictates the trends. Development of the company One2Play from idea to successful business model Enthusiasm of buyers, employees and suppliers in common synergy and business philosophy Why did we choose entertainment and happiness as the main business objective in the region 3

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10.15 - 11:15 LICENSING AND MERCHANDISING IN THE TOY INDUSTRY Andrew Dobbie, GamePlan Europe 1. How important is character licensing to the global toy industry? - What percentage of toys sold are licensed? - How does the importance of licensing vary by country? - Toys which themselves become character licenses for other products. 2. Selecting the right character license. - Assessing performance in other countries - What is the programme for generating awareness? 3. What drives the sales of licensed toys? - Differences in dynamics of demand generated by books, TV series, movies. 4. Maximising profitability of licensed toys. - Selecting the right license - Guarantees - Timing 5. Synergy between license character and the product - Labelling standard product - Developing distinctive toys relating to the positioning

16:15 - 17:00

Professor Balthazar: licence that was never meant to be. (World premiere) Renata Brkić, Executive Partner, UltraLink Company The lecture provides a case study on how the property with universal messages, valid for all times, situations and generations, can be deeply local, and yet have global attributes. This licence is timeless, eternally interesting and refreshing. We live in a world where almost everything is for sale. However, PB shows us that there are some things not for sale, such as love, respect, friendship, knowledge... and we have to earn them by kindness and work.

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25 / 09 - Day Four Conference PROGRAM 10:00 – 10:45

LAPITCH, THE LITTLE SHOEMAKER – pioneer of licensing & merchandising business in Croatia Ivana Galic, Managing Director, Croatia Film Introduction of the Lapitch brand with focus on its development, achievements and specific experiences in licensing and merchandising on Croatian market.

11:00 – 12:00

COUNTERFEITING with the Republic of Croatia Ministry of the Interior MUP, speaker TBA Policing and criminal police activities that involve protection of Intellectual Property and licensing rights, and the prevention and detection of counterfeiting – real cases. Counterfeiting is a criminal offense when it involves an intent to defraud in passing off the counterfeit item. The law contains exemptions for collector’s items and items that are so obviously dissimilar from the original that a reasonable person would not consider them real. However, making a poor copy is no defense if the intent to defraud exists - Best Practice Presentation

12:15 – 13:00

Visual Brand Authentication Lana McCluskey, General Manager, Brand Licensing, De La Rue Holographics Preventing Counterfeit and Fraud of Branded Merchandise 1/ Damage from Royalty fraud and counterfeit of Licensed goods 2/ Authentication devices used as Royalty Track & Trace vehicles 3/ FIFA case study The paper is addressing essential licensing right – to be protected from the royalty fraud and overproductions. It helps to understand existing threats to both Licensor and Licensee and gives a real life case study of successful protection from UK ’s leading banknote and security printer.

13:15 – 14:00

Afteroon properety presentations Blitz video presentations 5 to 15 minutes along with the cocktails and business talks

14:15 – 15:30

Lunch

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