Retail Merchandiser - May/June 2017 - 12

COVER STORY
"Uglydolls" also has its
built-in audience
that knows
the product.
"There are very
few brands that
become animated
films that have an
older audience already
bought into it," Sperber says.
When the Uglydoll
product was launched
in comic book stores,
"The early adopters
were hipster Gen Y
and Milleninals,"
she says. "Now
they're adults and
have kids of their
own. You have this second
generation that has been
given them by their
parents."
This enables
STX Entertainment and
White Space to reach a broader audience with licensing.
"Almost every age demographic can be a target with the
right product," she says.

At the Dance
Sperber and her team have taken meetings with major
retailers, including Walmart, TRU and Target, that are excited about "Uglydolls" products. "They say, 'We've wanted
this for 10 years,'" she says.
"They are so enthusiastic about this," she says. "We're
not ready to announce the toy partners, but it's safe to
say that even though this is an Uglydoll, we're the pretty girl at the dance
at the moment.
"It's not like introducing a
new IP," she says. "Because the IPs
already existed, it's something people
know and already love. It's a nice
situation to be in."
Sperber is also looking forward to exhibiting at the upcoming
Licensing Expo in Las Vegas, which
runs from May 23 to May 25. "We
expect the Licensing show to be a
12

RETAIL-MERCHANDISER.COM

May/June 2017

big kickoff moment," she says, noting that there will be an
Uglydoll booth with dolls hanging from the rafters.
"It's the big debut of Uglydoll to the licensing and retail
world," she says, noting that White Space has booked
meetings with worldwide companies from various categories. "The big promotional players are interested in this
brand, [with the] boy, girl and older fan awareness."
The long-term relationships that White Space forms
with these partners will require a lot of care, she notes.
"When signing somebody, we're not looking to separate
out a film license from a classic license," she notes.
Instead, they will be signed as part of
the Uglydoll universe. "Keeping them happy also includes
a consistent delivery of
marketing content that
Robert and our team
will be developing,"
she says.
That content will
include refreshed artwork and style guide
themes that are
developed for each
retailer. "It keeps the
licensees feeling
good about it,"
she says. "We
have a dedicated team
that does
not work on
anything but
Uglydoll."

Built for Success
Aviv sees a strong future for STX
Entertainment, which is committed to developing long-term
franchises with strong consumer
products. "We have who we think is
the best in the business with Stephanie," he says. "She has long relationships with people in the company."
Sperber also predicts longevity for
the Uglydoll brand. "I see it as at least
a 10-year global franchise," she says, noting that it has
potential to achieve billions in sales.
"There are very few properties that I think have the
inherent possibility to this big," she says. "The DNA is just
built for success." O


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Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2017

Contents
Retail Merchandiser - May/June 2017 - Intro
Retail Merchandiser - May/June 2017 - Cover1
Retail Merchandiser - May/June 2017 - Cover2
Retail Merchandiser - May/June 2017 - 1
Retail Merchandiser - May/June 2017 - Contents
Retail Merchandiser - May/June 2017 - 3
Retail Merchandiser - May/June 2017 - 4
Retail Merchandiser - May/June 2017 - 5
Retail Merchandiser - May/June 2017 - 6
Retail Merchandiser - May/June 2017 - 7
Retail Merchandiser - May/June 2017 - 8
Retail Merchandiser - May/June 2017 - 9
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Retail Merchandiser - May/June 2017 - 12
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Retail Merchandiser - May/June 2017 - MCover1
Retail Merchandiser - May/June 2017 - MCover2
Retail Merchandiser - May/June 2017 - M1
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