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Licensing Talks, new meetings focused on licensing, took place for the first time at Mondadori Auditorium in Segrate last 5th of February.

Set up by Licensing Italia, Representative Office of Licensing International, Mondadori and Infovalue, the Licensing Talks represent a true innovation for the Italian market.

Pamela Saiu, Head of Mondadori Market Research, Elena Signorelli and Fulvio Albertella – Partner Co-founder of Infovalue, opened the session showing the format of the meeting: a morning session full of contents, during which Mondadori and Infovalue presented an abstract from the market research made ad hoc for the Italian licensing market, alternating with the speeches of Licensors and Agents who presented their main licenses and news.

In particular, Boing Licensing Director Ilaria Rossi held BOING speech “The experience beyond TV” ; ETS Italy Licensing Manager Tiziana Barbuto presented “The Girl power from Pippi Longstockings to Disenchantment” ; Mondo TV Licensing Director Valentina La Macchia spoke about “House Of Talent, New Generation Entertainment” ; Victoria Licensing & Marketing Managing Director Eleonora Schiavoni presented “Licensing e franchise approach in Mattel” ; The Pokémon Company International Licensing Manager Romina Ialongo, “Pokémon, the global success” ; Rainbow Licensing Manager Lorenzo Nobili “Rainbow: news about 2020” ; Warm Up Industry Managing Director Manuela Giola “Events and Licensing: the entertainment activities in the shopping centers.”

The market survey presented on the occasion of the Licensing Talks is part of the project called We Talks, the new platform created by the Mondadori research office in collaboration with the research company Infovalue in order to offer the companies multiclient surveys focused on families. The project We Talks (www.wetalks.it) is based on the Mondadori proprietary panel www.myfamilylab.it representing the Italian internet users, in order to perform vertical studies on several markets.

The first research, available since early November, was FamilyTalks containing interviews with the parents of children 0 to 14 years of age. Compared to other surveys already available on the market, Family Talks has involved both mothers and fathers, and was specifically set up to analyze the results with the approach of the PERSONAS. Above all, it is an ongoing project, not limited to a unique annual survey.

The first wave was focused on Food and Back to School categories, two subjects that will be explored on Mondadori magazines. According to the needs of the companies, the results can be customized on the basis of the main brands; moreover, vertical studies can be carried out, even wider when requested by several clients (for instance, for categories like Toys, Leisure…)

“What we meant to create – Licensing Italia managing director Roberta Nebbia said - was an event specifically addressed to licensing professionals and all the licensor companies wishing to be kept promptly updated on the market trend and the main latest news.”
“We have created this event which combines a survey on the licensing world (the most complete one since ever) with the occasion to see characters and projects in advance, far from the trade fairs” – Mondadori Market Research Manager Pamela Saiu declared”
Fulvio Albertella from Infovalue, pointed out that “Today it is possible to analyze the potential of characters through dynamic dashboards of browsing data, with a new approach particularly useful to manage a big amount of market licenses.”

Any licensing company will be able to subscribe and be part of this specialized network, in the spirit typical of We Talks.