lego_presentation_marketing 2014_24102014_1149.pdf

BUILDING HAPPINESS SINCE 1958

THE SMURF DNAUnique

Boys & Girls

Multicultural

Timeless

All Ages

High Awareness

Universal Values

High Collectability

TARGET AUDIENCE

Boys aged 4 to 7. Girls aged 4 to 12. Parents. Young people for specific categories (apparel, home decoration).

OUR MARKETS

GERMANYWell-established brand in Germany with high awareness and high appeal

Kids License Monitor - January 2014 - iconkids & youth international research GmbH

Huge awareness of the character (89%) #1 among 48 licenses. Strong appeal - 74% of kids who know the Smurfs love them. 36% of kids own a Smurf product.

GERMANY

4 titles per year. 30.000 units sold per issue. 50.000 units sold per issue for the Smurfette magazine. Over 1.3 million packs sold for the Sticker album published in 2013.

Big success of the Smurf magazines

RUSSIA

Awareness of the brand became huge after first movie in 2011. Non-stop growing eversince. TV series is the #1 broadcast program for kids aged 4 to 15 (21.9% share) on Channel Karusel during Summer 2014.

Many sucessful licenses.

ITALYBiggest European market for the Smurfs with over 50 licenses.

High awareness. Amongst the favourite characters for girls (top 5). Huge success of the TV Series on television - Broadcast since 1982. Strong partwork programme with DeAgostini since 2013.

FRANCE - BENELUX

Universal awareness and big attachment to the brand. One new comic book every year. 50% of French kids say they can find Smurf products everywhere. 72% of French kids who know the Smurfs like them.

The official and unique Smurf Store is based in Brussels.

Kids License Monitor - January 2014 - iconkids & youth international research GmbH

FRANCE - BENELUX

TV Series broadcast on the following channels and VOD platforms.

Strong DVD sales by EIC in Benelux and TF1 in France.

Some of the quality licensees.

ASIA

3 successful Apparel licencees covering China, South Korea, Taiwan (Wholehauss, Chamzon, Lativ). Turnover of 6.3 millions USD since 2011 with Smurfs products.

Bossini partnered with Smurfs for a launch of both movie/classic collection for Asia, during Movie 1 with a big success and retail value of US$5 million in China only.

ASIA

TV series broadcast on the following TV channels in the Philippines, Taiwan, Singapore, Vietnam, Thailand.

DVD sold in HK, Macau, Malaysia, Singapore and Taiwan. Strong publishing programme with comic books in China (Jieli) and Japan (Komine Shoten). 11 million Smurf premiums of Kinder Joy sold so far in China, HK, Taiwan.

ASIASmurf Shopping Mall events in China

Growing business with high rate of frequentation. Duration of these events: 4 weeks. Target: 95% are kids Citizens, customers, tourists, fans on Weibo and Weixin. Traffic: 2000 people/day coming specifically to the mall for the event.

ASIASmurf Shopping Mall events in China

Shopping malls double their customers traffic during the Smurf events with substantial increase of the retailersrevenues.

Huge media coverage with 100 pages in paper press and 1230 pages on new media sites. Great success also in new shopping malls, even in countryside with a frequentation of 13.000.

ASIA

Official Live Show will start touring in 2014 in Asia in December 2014. Opening soon of 2 new family entertainment centres in China & Malaysia.

MIDDLE EAST & NORTH AFRICAThe region is booming for the Smurfs!

TV Series is broadcast on Cartoon Network. Brand new licenses in Health & Beauty, Food, Apparel, Baby products, The official Live show will stop in Dubai in January 2015. Smurf zone in Motiongate Dubai theme park opening in 2016 including a Smurf store.

LICENSE OVERVIEW

SOME OF OUR TOY LICENSEES

6 million Jakks toys sold from 2011 until Q2 2014. Sales shares of the 3 main product categories.

OUR MASTER TOY PARTNER

Total sales - Market share

OUR MASTER TOY PARTNER

The historical partner

A 30-Year collaboration with the Smurfs. 100 million of Schleich figurines sold so far. Over 16 million of figurines sold between 2011 and 2013.

Overview share per region between 2011 and 2013.

Target: primary target: kids aged 4 to 7. Secondary target: adult collectors. New themed collection once a year.

The historical partner

DIGITALThe Smurfs Village Game

Over 30 Million downloads on Apples App store. Ranked as #1 top-grossing app in 79 territories and top 10 grossing app worldwide on Apples App store.

7.5 million Monthly Average Users at its height. 1 million fans of the game on Facebook.

DIGITALSmurf Life - Sequel of the Smurfs Village

1 week after launch: Higher rank around the world in charts Free App. #3 after YouTube and Gmail App in the US AppStore (iPad).

DIGITALSmurfs Facebook games

42 millions total new installs (both games combined). Top 3 territories with higher revenues: USA, Germany, France.

DIGITALThe Smurfsvisibility on Facebook

Nearly 15 million fans of the Smurfs.

Over

30 years in licensingOver

700 licencees

A PROVEN SUCCESSThe Smurfs are working with the biggest brands in the world

Partnership since 1989. Since 2013: 100 million Kinder Surprise sold in Europe. 40th birthday of Kinder Surprise: The Smurfs chosen among top 3 of the best licenses for Ferrero => special promotion with Jokey for the event.

A 35-year collaboration. 120 000 tons of candies sold the last 2 years. Many different categories of candies. New products are on their way with brand new forms and textures.

Worldwide Movie 1 & 2 sponsoring. Already on board for Movie 3 in 2016. Many local European and pan-European promotions between 1995 and 2005.

THE NEXT PROJECTS

A FULLY ANIMATED MOVIE IN AUGUST 2016

NEW EXCITING CHALLENGES

First Smurf live show (Tour starting Q 1 2015).

Creation of official webshops across the world.

The new Smurfs village game.

The Classic TV series now available in HD and 16/9.

Official YouTube channels in 40 languages.

Smurfs will be present on the social media.

Smurfs will be invading theme parks around the world.

THE SMURFS ARE A SUCCESS BECAUSE

Strong heritage: evergreen brand since 1958. Universal awareness. TV cartoon show broadcast in over 100 territories and 40 languages. Unique & strong visual appeal. Brands cute, sweet and fun image - family appeal. Smurfs are the best partners for a lasting business growth. The Smurfs have great values:

RESPECT AND TOLERANCE

RESPECT FOR NATUREHUMOUR

OPTIMISM & FAITH IN THE FUTURE

BE SMURFY WITH US!