Cases of Successful IP Licensing(Jinseok Park)
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Transcript of Cases of Successful IP Licensing(Jinseok Park)
T: +82.2. 3475.7764
E-mail: [email protected]
BSc in Elec. Eng, PhD in Law
Work Experience
•Patent Examiner (KIPO)•Director of International Cooperation (KIPO)•Administrative Judge of the Intellectual Property Tribunal and Appeal Board (IPTAB)•IPR Counselor of the Korean Embassy to the EU•Director for International Affaires of KPAA
Jinseok Park
IP Licensing in the Olympics
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IP Licensing in the Olympics
5 Millions of redmittens by Hudson’sBay sold inVancouver.
With 22 Millions ofUSD profit
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IP Licensing in the Olympics Sports Game
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IP Licensing in the Olympics
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IP Licensing in the Olympics
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Character Licensing Business In Korea
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Annual average growth rate: 10.2% Market size: 9.4 Bil. USD (2015) Character licensing had 7.9% of annual growth with 735 Mil. USD in 2015
Character Licensing Business in Korea
Business 2013 2014 2015Annual average
growth rate (%)
Character develop &
licensing632 700 735 7.9
Character goods
Manufacture3,214 3,520 4,032 12.0
Character goods
wholesale1,360 1,469 1,535 6.2
Character goods
retail2,578 2,795 3,144 10.4
Total 7,784 8,484 9,446 10.2
(Unit: Mil. USD)
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90% of Korean licensees are not importers but manufacturers70% licensees are SMEs while 30% are conglomerates Strong local brand power- Local market chain >> Walmart, Carrefour- Local search engine (Naver) >> Google- Local instant messenger (Kakao Talk) >> WhatAapp
Characteristics of Licensing Market in Korea
Case Study 1: KAKAO FRIENDS
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10,000 New Kakao Bank accounts opened every single hour2.8 Mil. Debit Cards issued just 2 Months
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Kakao Mini sold out 15,000 AI speakers in 9 minutes
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18 offline shops2,000 of merchandisesIP licensing with Louis Vuitton, Coca Cola, KleenexKAKAO FRIENDS 65 Mil. USD Sales, 22 Mil. USD Operating Profit (2017)
Hottest Character in Licensing
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Temporary shops : 2 weeks – 1 monthStrong advertisement by SNS, Internet Promotion targeting younger generation near colleges
KAKAO FRIENDS Pop-up Store : New Distribution Model
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Doing wholesale & retail shops altogetherPurchasing licensing goods from licensees- Guarantee licensee’s steady sales volume Co-existence of licensor & licensee
Distribution by Licensor
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Two Billions of Monthly Emoticon Talks
30 % + Annual growth & 100 Mil. USD emoticon market in Korea 80 % of mobile phone users enjoy emoticon communications
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24 Emoticon creators sold over a million of their emoticons in 2017
KAKAO Emoticon Merchandises & Buyers
Case Study 2: PORORO
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Created by joint project: Ocon, IconixAnnual licensing income: USD 20 Mil.Annual licensing goods sales: USD 500 Mil.Partner companies: 600+Licensing goods: 1,000+Economic value: USD 5 Bil.Brand value: USD 750 Mil. Licensed over 120 countriesAnnual trademark royalties: USD 14 Mil.
PORORO: The Little President
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PORORO & FRIENDS
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OSMU (One Source Multi Use)
Character
Animation
Music/
Performance
Cartoon
Toys
Licensing/
FranchiseVideo Game
Movie
TV
Broadcasting
Profits are mainly produced by character-related businessesTV sales accounted for 10% of total revenues
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PORORO Movies
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PORORO Musical
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Indoor theme parks :19 places in China, Thailand, Singapore, KoreaVR+IoT technologies applied
PORORO Theme Parks
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PORORO Licensed Merchandises
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Collaboration with optimum business partners- Iconix: Advertisement & marketing- Ocon: Korea’s leading animation studio-EBS: Specialized for children contents Thorough pre-market research
-English naming, Animal behavior patterns for penguin, bear etc.
Success Factors of PORORO
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Understanding different needs of consumers - Separation of the user(child) and buyer (parents)Media strategy for continuous exposure - Longer broadcasting & rebroadcasting the episodes Strict licensing policies: targeting children productsStory telling - Building up identity of character-based merchandise Systemic character licensing process
Success Factors of PORORO
Jinseok Park Patent & Trademark Attorney, PhD in Law
Email: [email protected]: +82-2-3475-7764F: +82-2-3475-7788
Thank You!
