Bangkok--17 Mar--4D Communications
AI is confident this partnership will increase sales by 20%.
The two large companies, 'AI Thailand' and 'Mattel', have completed a deal that will shake up Thailand's trademarked character industry, and will revive the trend of licensed character use in Thailand. The partnership is expected to increase sales to 25 million baht by the end of this year.
Mr. Pariphan Nunbhakdi, Managing Director, Animation International (Thailand) Co., Ltd., stated that this collaboration will be of historic importance in the licensed trademarked character industry in the Southeast Asian region, and especially for Thailand. This move will broaden the market for brands that want to adopt characters for wider usage in this increasingly competitive market. Additionally, the trademarked character business will receive more attention through promotional opportunities. This collaboration will be accepted positively as most brands are trying to shore up their sales numbers during this economic crisis. Across foreign markets, Mattel's characters are in widespread use amongst a range of categories such as clothing, toys, makeup, household items, and consumer products.
'Currently, AI Thailand has owns the licenses for characters which are well known in Asia such as Doraemon, Line Friends, Crayon Shinchan, CookieRun, and Canimals. We were looking for a partnership that would help us expand our market share through well-known trademarked characters from the West. We achieved this successfully by partnering with Mattel, the world's leading toy company. The characters that we are bringing back into the Thai market consist of 5 brands including Barbie, Hot wheels, Thomas & Friends, Barney, and Fisher Price. Our marketing team is confident that these characters will trend again as Thais are well familiar with these characters. In 2016-2017, our marketing strategies include finding business partners to continually increase brand awareness. While collaboration between Thai and foreign brands will ensure that characters always stay in trend. The launch of each brand's new collections will also help. Over 10 million baht is to be invested on marketing programs, penetrating into every market using digital channels. In the first quarter of 2016, there is a launch of new children's clothing line as well as Barbie Mascara byMaybelline New York (Thailand). In the third quarter we will see 'Kick Off' activities for Barbie characters that Barbie fans won't want to miss.' said Mr. Pariphan Nunbhakdi.
Ms. Petrina Kho, Country Manager of Mattel Southeast Asia, mentions that she is confident regarding the collaboration between Mattel and AI Thailand, Thailand's leading trademarked character company. She states that this will expand the growth of Mattel in Thailand. Furthermore, we are here to inspire partnered brands' products and services to explore new markets. She goes on to say that they are happy to assist to achieve business success and market penetration.
'Currently Mattel's market emphasis is on Thailand. Our main market share demographics are in children and family related products. Mattel and AI Thailand are working collaboratively to create new campaigns for all characters through a balance of Online and Offline channels. The campaigns in progress includes 'Barbie, You Can Be Anything', which inspires children to use their imagination endlessly. 'Hot Wheels Epic Race' helps children challenge themselves to learn about cars, 'Thomas & Friends' focuses on building relationships through friendly teamwork. We are planning to launch campaigns continually to ensure characters become a part of people's lifestyles' said Ms. Petrina Kho.
From Mattel's perspective of licensing trademarked characters in the Southeast Asian region and Thailand, Ms. Kho gave her opinion that "currently, Mattel's important markets are in the Southeast Asian region. Thailand is believed to be number one Mattel's market in 2016-2017. Mattel has adopted a marketing plan to harmonize with the Thai lifestyle by developing and marketing products for festivals, such as a Barbie Water Gun in 2017 which will create a countrywide trend.