ViacomCBS Consumer Products Appoints TLG As Local Licensing Agent in Indonesia
JAKARTA/SINGAPORE, December 22, 2021 – ViacomCBS Consumer Products (VCP) today announced that it has appointed PT. Total Lisensi Global (“TLG”), a brand management and licensing agency, as its strategic partner for the Indonesia market for a period of three years. Effective January 1, 2022, the TLG team in Jakarta, led by industry veteran Mochtar Sarman, will take charge of all existing VCP businesses for various properties from ViacomCBS’s kids entertainment brand Nickelodeon, global youth media brand MTV, and entertainment destination Paramount Network.
Drawing from ViacomCBS’ wide portfolio that caters to all audiences and demographics, properties and franchises available for licensing under this appointment include pop culture icons SpongeBob SquarePants and Teenage Mutant Ninja Turtles; fan-favorite Avatar: The Last Airbender; pre-school hits PAW Patrol, Blaze and the Monster Machines, Dora the Explorer; and comedy sensation Emily in Paris, among others.
Masakazu Soeda, Vice President, ViacomCBS Consumer Products, Japan, SEA, India said, “We recognize the immense potential that Indonesia holds for the consumer products business. With the strong appeal of our properties and the TLG team’s deep market expertise, we believe that we will be able to better address local trends and needs, and take advantage of the many opportunities available to deepen the viewing experience and fuel fandom through our products.”
Mochtar Sarman, CEO of TLG, added, “The TLG team is excited to leverage our combined decades of experience to supercharge the delivery of exciting new products and experiences for fans in Indonesia. We look forward to working closely with ViacomCBS and local partners.”
About ViacomCBS Consumer Products
ViacomCBS Consumer Products (VCP) oversees all licensing and merchandising for ViacomCBS Inc. (Nasdaq: VIACA, VIAC), a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Driven by iconic consumer brands, VCP’s portfolio includes a diverse slate of brands and content from BET, CBS (including CBS Television Studios and CBS Television Distribution), Comedy Central, MTV, Nickelodeon, Paramount Pictures and Showtime. With properties spanning animation, live-action, preschool, youth and adult, VCP is committed to creating the highest quality product for some of the world’s most beloved, iconic franchises. Additionally, VCP oversees the online direct-to-consumer business for CBS and Showtime programming merchandise, as well as standalone branded ecommerce websites for Star Trek, SpongeBob, South Park, and MTV.
The Licensing Guy (TLG) is the brand name of PT Total Lisensi Global, a brand management and licensing agency that focuses on developing Intellectual Property businesses, especially licensed characters and lifestyle brands. Founded by partners who have been practitioners in the licensing and retail industry for decades in Indonesia, including leading efforts for Disney Consumer Product and Hasbro Consumer Products in Indonesia, the TLG team has proven success in managing the licensing of various product categories and integrated marketing campaigns for multi-national companies, national retailers and high-profile promotional partners. These include creating and developing a myriad of promotion programs and ground activation activities with convenience stores, direct-to-retail, lifestyle fashion events, seasonal thematic mall events, outdoor events, trade shows and exhibitions, among others.
Ying Ying Yeo