22 / 09 - Day first

conference program
9:00 - 9:05 Welcome to the Licensing Factory New Europe Show and Conference
9:05 - 9:45 International licensing status – report about L&M industry 08/09
Ira Mayer, The Licensing Letter
10:00 - 11:30 Keynote Address: DISNEY INSTITUTE -
From Inspiration to Innovation
Scott Milligan, SPHR
It has been said that creativity and innovation will be the keys for successful organizations in
the rapidly changing 21 century. In this equaly fast-paced and thought-provoking presentation,
speaker will share processes used by the Walt Disney Company’s acclaimed
“Imagineers” to bring creative ideas to life.
Audience members will walk away with ideas on how to increase creativity and innovation in
their own organization.
11:45 - 12:45 The Development of Licensing and Merchandising Worldwide and the Potential of
Licensing and Merchandising in New Europe
Francesca Ash, Total Licensing

13:00 - 14:15 Lunch

14:30 - 17:00 KEY SESSION ABOUT LICENSING AND MERCHANDISING

Marty Brochstein, LIMA
Gregory J. Battersby, Grimes & Battersby LLP, LIMA
• Putting the right property together with the right product
A look at the factors that must be considered by manufacturers and property owners as they
seek the right marriage
Speakers: Martin Brochstein, Senior VP of LIMA, plus others TBA
• The Licensing Contract and The Legal Basis for Licensing
An examination of the elements that go into a basic licensing contract, and how they affect
the ultimate shape of a licensing deal
Speaker: Gregory J. Battersby, Co-Founder and Senior Partner, Grimes & Battersby LLP, and
General Counsel of LIMA
• The Role of the Agent, And How To Build The Right Relationship
A look at how agents function, their role in the licensing business, and pointers on how to
find the right one
Speakers: Martin Brochstein, Senior VP of LIMA, plus others TBA

20:30 Welcome Cocktail

Conference PROGRAM

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 23 / 09 - Day Two
Conference PROGRAM
8:00 - 8:30 Coffee a la New Europe
8:30 - 10:45 Introducing New Europe: THE ECONOMIST INTELLIGENCE UNIT – Nenad Pacek
Business Strategies and Economic Outlooks in Emerging Markets
Why some companies succeed in emerging markets and why so many fail to reach their objectives?
How should companies approach and structure their business in emerging markets? What is best
practice for companies that want to step up the effort and do more in emerging markets? Which
regions and countries offer the best sales and profit opportunities in the short, medium and longterm?
• In focus: Russia Россия • Important aspects: CIS Commonwealth of independent states
СНГ Содружество Независимых Государств: Armenia Республика Армения , Azerbaijan Азербайджанская
Республика, Belarus Республика Беларусь, Georgia Грузия, Kazakhstan Республика Казахстан,
Kyrgyzstan Кыргызская Республика, Republic of Moldova еспублика Молдова, Tajikistan
Республика Таджикистан, Turkmenistan Туркменистан, Ukraine Украина, Uzbekistan Республика
Узбекистан • „Shortcut“: Northern Europe / Baltic states: Estonia, Latvia, Lithuania • What about:
Central Europe: Austria, Czech Republic, Hungary, Poland, Slovakia • Undiscovered potential:
Southeastern Europe: Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Greece,
Republic of Macedonia, Kosovo, Montenegro, Romania, Serbia, Slovenia, Turkey • Missing connec-
tion: Israel, Lebanon, Malta •
Including: GfK Research institute – Retail and consumers in New Europe, 20 minutes overview
Tatjana Rajković, B.Sc

11:00 - 11:45 Broadcasters in the Region: Local and Acquired Content

Yako Molhov, CEE TV, Vice President of Research
The presentation reveals the latest trends in TV programming in the region. We will review the
importance of local content - original fiction and formats as well as adapted international content
- which occupies an integral part of major broadcasters’ prime-time programming. Foreign acquired
content also plays an important role for local TV channels. The presentation will identify what are the
main differences in viewers’ taste throughout the region as well as what are the latest slates for
2009/2010.

12:00 – 13.00 Licensing agent in New Europe: PICTURE OF THE MARKET with Connected Thinking
Maria Örnryd, Plus Licens
13:15 - 14.30 Lunch

14:45 – 15:45 Merchandising television program: Creating brand synergy and revenue streams BBC, speaker TBA

16:00 – 17:00 The Strengths of Licensing TV and Non-TV brands for a successful product development and
Conference PROGRAM

communication - Diana M. Dieckmann, VP Licensing, FremantleMedia

As one of the biggest TV Production company and world wide ancillary operations we will present
international samples and strategies on how to successfully emotialise marketing campaigns with
known TV as well as Non TV brands. As the brand owner of i.e. “Idols”, “Got Talent”, “Price is
Right”, “Ugly Betty” and many more international TV formats in multiple-genres, Fremantle Licens-
ings shows possibilities to potential licensees such as retailer, manufacturers, advertising and
creative agencies etc. on how to use the high profile of TV brands within their communication.

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 24 / 09 - Day Three
conference program
9:00 - 10:00 Developing Properties into Products
Christopher Byrne, Editor-At-Large, Toys and family Entertainment, Royalties
This session looks at the strategic building of brands through the creation of a diverse product
lines. We will look at how to define and analyze a brand and how to manage expansion in ways
that balance and build on consumer perceptions and relationships while generating revenue
through licensing.

10.15 - 11:15 LICENSING AND MERCHANDISING IN THE TOY INDUSTRY

Andrew Dobbie, GamePlan Europe
1. How important is character licensing to the global toy industry?
- What percentage of toys sold are licensed?
- How does the importance of licensing vary by country?
- Toys which themselves become character licenses for other products.
2. Selecting the right character license.
- Assessing performance in other countries
- What is the programme for generating awareness?
3. What drives the sales of licensed toys?
- Differences in dynamics of demand generated by books, TV series, movies.
4. Maximising profitability of licensed toys.
- Selecting the right license
- Guarantees
- Timing
5. Synergy between license character and the product
- Labelling standard product
- Developing distinctive toys relating to the positioning

11:30 - 12:15 Global licensing and retailing - results of research study about licensed product in retail
and how leading retail chains use L&M to enter new market
Ira Mayer, The Licensing Letter

12:30 - 13:15 UMKO Kids’ new best friend!

Andreja Iljaš Hiša Idej, Slovenia
Umko is one of the most recognized brands for children in Slovenia. In our lecture we will
present Umko’ s brand building, how we tested the character, which are advantages of the
brand from a small country , what are disadvantages of licensing in small countries like Slov
enia. Nowadays Umko has everything, what a multichannel brand needs. In the LFNE we will
also present the premiere of a trailer for Umko’ s cartoon. You will see Umko live as well.
Conference PROGRAM

13:30 - 14:45 Lunch

15:00 - 16:00 Creation of brand for children and developing the licence. ONE2PLAY in the world of innovative
and creativity. How to become the one who dictates the trends.
Development of the company One2Play from idea to successful business model Enthusiasm of
buyers, employees and suppliers in common synergy and business philosophy Why did we
choose entertainment and happiness as the main business objective in the region

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 16:15 - 17:00 Professor Balthazar: licence that was never meant to be. (World premiere)
Renata Brkić, Executive Partner, UltraLink Company
The lecture provides a case study on how the property with universal messages, valid for all times,
situations and generations, can be deeply local, and yet have global attributes. This licence is timeless,
eternally interesting and refreshing. We live in a world where almost everything is for sale. However,
PB shows us that there are some things not for sale, such as love, respect, friendship, knowledge...
and we have to earn them by kindness and work.

25 / 09 - Day Four
Conference PROGRAM
10:00 – 10:45 LAPITCH, THE LITTLE SHOEMAKER – pioneer of licensing & merchandising business in Croatia
Ivana Galic, Managing Director, Croatia Film
Introduction of the Lapitch brand with focus on its development, achievements and specific
experiences in licensing and merchandising on Croatian market.

11:00 – 12:00 COUNTERFEITING with the Republic of Croatia Ministry of the Interior
MUP, speaker TBA
Policing and criminal police activities that involve protection of Intellectual Property and licensing
rights, and the prevention and detection of counterfeiting – real cases. Counterfeiting is a criminal
offense when it involves an intent to defraud in passing off the counterfeit item. The law contains
exemptions for collector’s items and items that are so obviously dissimilar from the original that a
reasonable person would not consider them real. However, making a poor copy is no defense if the
intent to defraud exists - Best Practice Presentation

12:15 – 13:00 Visual Brand Authentication

Lana McCluskey, General Manager, Brand Licensing, De La Rue Holographics
Preventing Counterfeit and Fraud of Branded Merchandise
1/ Damage from Royalty fraud and counterfeit of Licensed goods
2/ Authentication devices used as Royalty Track & Trace vehicles
3/ FIFA case study
The paper is addressing essential licensing right – to be protected from the royalty fraud and
overproductions. It helps to understand existing threats to both Licensor and Licensee and gives a
real life case study of successful protection from UK ’s leading banknote and security printer.
Conference PROGRAM

13:15 – 14:00 Afteroon properety presentations

Blitz video presentations 5 to 15 minutes along with the cocktails and business talks

14:15 – 15:30 Lunch