September 14, 2023
Licensing
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Brand licensing for adults: new media franchises by Gazprom-Media Sales House
Gazprom-Media Sales House (part of Gazprom-Media Holding) presented new media franchises for teenage and adult audiences to the licensing market for the first time at the Moscow Licensing Summit on September, 12.
The 8th Moscow Licensing Summit, a key event in the field of brand licensing in Russia, has taken place. One of the key panels of this year’s business program was the “Brand licensing for adults!” section, which was devoted to the prospects of the development of the licensing market in the segment of products for teenagers and adults.
Gazprom-Media Sales House, responsible for the monetization of Gazprom-Media Holding’s media franchises, was both the organizer and debutant of the summit. During the meeting, Eduard Ayrapetyan, Managing Director of Licensing at Gazprom-Media Sales House, presented the launch of a consumer licensing structure and a broad product portfolio for Russian licensees that work with young people and older audiences.
With major licensors withdrawing from the market, the supply of brands available to adult audiences has dropped sharply. But the brand-oriented consumers remained. We noticed the potential of the now vacant niche and transformed flagship outreach brands of Gazprom-Media Holding into quality and sought-after products. Our media franchises are the best TV series, large-scale shows and top-rated programs that have earned the love and trust of viewers over for the past 25 years.
Adult licensing was also a topic of discussion at the licensing school, an educational event hosted by Licensing in Russia, the Russian representative office of the Licensing International Association. Denis Pokrovsky, Director of Licensing Partner Cooperation at Gazprom-Media Sales House, outlined the main nuances and differences between the child and adult licensing and pointed out consumer motivations. In addition, the expert spoke about the ways of launching products using Gazprom-Media Holding’s content in order to effectively stand out from the competition.
Cooperating with us is unique in terms of opportunities for our manufacturing partners. Our content is constantly present in the media field. Custom product designs are developed by the leading specialists in the market. Moreover, we offer complex integrations in the 360° format to licensees.
Moscow Licensing Summit, photo by Oleg Akentyev
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