In the second episode of the Toyriffic podcast, the spotlight fell upon the enchanting world of licensing within the toy industry.
Host Michael engaged in a captivating discussion with Laurent Taieb and Najib Fayad, integral members of Princess Sam Consumer Products. Their insights illuminated the intricate journey of character licensing, highlighting the maiden voyage of Tara Duncan from the realms of literature to the dynamic platforms of animation and gaming.
Princess Sam Consumer Products operates under the extensive umbrella of Princess Sam Entertainment group. This subsidiary spearheads the development of the Tara Duncan character, a creation of author Sophie Audouin-Mamikonian. Affectionately referred to as Princess Sophie by her colleagues, Audouin-Mamikonian is the mastermind behind more than 20 published titles. However, Tara Duncan is her first character to make the leap from the printed page to the vibrant world of cartoons and, imminently, to the realm of video games.
The character’s premiere on the animated stage came about in 2019, when 52 episodes were produced, targeting an audience of children aged six and up. Unfortunately, the planned debut was hindered by the unforeseen Covid pandemic, which postponed its release. Nevertheless, the persistence paid off, as last year’s launch was met with thunderous acclaim, partly owing to the sophisticated motion capture animation technique that breathes life into the series by blending real actors’ performances with CGI technology.
The popularity of Tara Duncan spans across various regions in Europe, and it’s scheduled to extend to the entire continent by the end of 2024. Tara Duncan’s appeal also crosses the Atlantic, as Michael teased fans with news of a scheduled Latin American premiere in March on Disney Channel. Furthermore, the show recently experienced a surge of success in the Emirates, where it launched only two months ago. This swift expansion owes much to a robust partnership with Toy Triangle, which has ensured that Tara Duncan licensed toys are promptly available on toy store shelves.
The synergy between the Tara Duncan license and its related toy products is no accident. From its inception, Princess Sam Consumer Products has been the master of toy licensing for the Tara brand. They’ve successfully captured the essence of the magical universe in three major toy categories: dolls, playsets, and collectibles. This decision has proven instrumental in the brand’s ability to create an immersive merchandising experience for fans.
As Laurent and Najib conveyed, the magic connection between Tara Duncan’s licensing strategy and its metric of success lies in the understanding that children’s engagement extends far beyond the screen. By fostering a multi-platform presence and taking command of its merchandise, Tara Duncan has effectively transcended the barriers between storytelling and tangible play, securing its place as a beloved franchise in the heart of its audience.
Laurent and Najib are thrilled to offer Tara Duncan licenses to eager companies, highlighting the success of 24 exquisitely crafted toys replicating animation designs. Although the Tara Duncan series currently lights up television screens exclusively, they acknowledge the vital role of diverse platforms in today’s media landscape and are open to extending its reach. This flexibility suggests that a second season might well find a home across varied channels, ensuring the show captivates as many young viewers as possible.
Discussing the market, Najib emphasized 2023’s stark challenges, noting a significant downturn in the toy sector. Such sobering statistics underscore the urgent need for an in-depth analysis and a push for innovative solutions. He advocates for a strategic shift, championing a renewed focus on the relatively neglected demographic of youths aged seven and up. This pivot would reclaim the forgotten “gaming” aspect of the industry, acknowledging the ‘kidults’ who have grown alongside it.
On the subject of toy fairs, Michael sought insights into the pivotal expos shaping the industry. Laurent and Najib jointly underscored three prime events — Los Angeles in September, Hong Kong in January, and Nuremberg — as the essential global stages for toy business grandeur, while other fairs serve more niche purposes.
Finally, Michael probed the pair’s longstanding dedication to the toy realm. For Laurent and Najib, the answer is one of profound passion—a deep-seated drive energized by the joy and wonder they witness in the sparkling eyes of children time and time again.
