Search by name, company, title, location, etc.

Ted Mininni

Member since May 2009

Articles by Ted All articles by Ted

Comments by Ted All comments by Ted

  • Will Digital Media Properties Dominate Licensing? by Ted Mininni (Marketing: Entertainment on 03/14/2013)

    I totally agree, Jenifer. Pokemon has been around for a long time. No doubt about it. It's actually being pushed in new licensing agreements lately in an effort to recapture the power it had when it was at the height of its popularity. But it has always had a loyal group of followers. Sanrio's Hello Kitty, on the other hand, has always been nurtured to remain relevant and contemporary. The property has enjoyed continued growth with new licensed consumer products in the marketplace. And, it continues to be a dominant entertainment property as a result. As for Angry Birds, the only way the property will have this kind of staying power is if the brand owners take a page from Disney, Marvel and Sanrio, among others, and establishes sound marketing strategies and effective licensing agreements. Thanks, Jenifer. I've really enjoyed our conversation here.

  • Will Digital Media Properties Dominate Licensing? by Ted Mininni (Marketing: Entertainment on 03/14/2013)

    Good insights, Jenifer. Thanks for commenting on my article. The digital game properties you've cited have had success with licensing – but a property like Pokemon was hot for a time, and then fell off. My point about Angry Birds is that the transmedia marketing approach the brand owners have taken might give it more staying power as a top licensed property for the long haul. The fact that this property emerged from a digital game is incidental. Since the games you mentioned emerged, think of all the social media platforms that have populated the Internet. "Annoying Orange", for example, has created a sensation and it emerged from You Tube. Yet, it hasn't accomplished what Angry Birds has managed to do. Hot new properties can come from a growing number of social media outlets like Facebook and sites featuring creative work like Behance, which my own consultancy uses. There's more competition than ever in the digital sphere; more properties than ever clamoring for attention. The question is: for the ones that see a huge rise in popularity, how do the brand owners keep it fresh and relevant? How do they develop their characters to ensure longevity as they continue to compete for mindshare among an increasing number of properties – digital and traditional?

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.