Amazon Studios ‘Very Aggressively’ Pursuing Licensing for Kids’ Series
Amazon Studios is “very aggressively” pursuing a consumer products licensing program, starting with Prime Video’s original kid’s series and adding original primetime content by year-end, says the company’s Michael Cummings.
Amazon has taken booth space at Licensing Expo to court potential licensees for its “Tumble Leaf,” “The Stinky and Dirty Show,” “Wishenpoof” and “Creative Galaxy” series.
The decision to pursue licensing with more vigor – Amazon attended Licensing Expo in 2016 and this year took a booth – was largely prompted by online queries from parents seeking to buy products to go with the series their children were watching, says Cummings.
The move also followed Amazon’s test of licensing last fall. Licensee Kahootz Toys released Arty’s Tool Belt activity kit tied to “Creative Galaxy,” while Freeze developed boys’ and toddlers’ t-shirts for “Tumble Leaf” and girls’ t-shirts for “Wishenpoof.” Sales of the products were enough to convince Amazon to move forward with a broader licensing program, says Cummings.
Amazon plans to take a “phased approach” to adding licensees to ensure that products are taking hold before expanding distribution and “high quality is being delivered,” says Cummings.
Though Amazon has had discussions with brick and mortar retailers, its own online business will be the primary target for distribution of licensed goods, Cummmings says.
Amazon also is taking a measured approach with the original primetime series. It is seeking licensees for the original series’ “Transparent,” “Man in the High Castle,” and “Mozart in the Jungle” with a goal of having related apparel available by Q4. It released apparel tied to “Grand Tour” with licensee Amber Promotions last fall.
Michael Cummings, Senior Product Mgr., 310-458-6360, Michael.email@example.com