Retail Merchandiser - January/February 2015 - 28

Talking Friends
Toys and other
licensed products
will hit store
shelves this
year.

OUTFIT7

More than
an App
Outfit7's popular 'Talking Tom and Friends' family
of 15 apps is stretching far beyond phone and
tablet screens with new opportunities. BY JIM HARRIS

W
Iza Login,
deputy CEO
www.outfit7.com
Cyprus
28

ith 15 apps totaling more than 2
billion downloads worldwide, Outfit7 has already claimed a dominant
position in the digital entertainment
world since its formation in 2009. The company is
now expanding its presence far beyond the small
screens of smartphones and tablets.
Talking Tom and Friends, the 3-D animated
characters featured in the company's family of apps,
are making the leap not only to web series and mov-

RETAIL-MERCHANDISER.COM

January/February 2015

ies, but also into the non-digital world. "Outfit7 is
an entertainment company, and that means not only
apps, but everything our users want to spend their
free time on, including books, television, movies and
licensing," Deputy CEO Iza Login says.
A weekly CGI animated YouTube series featuring "top tomcat" Talking Tom and his furry friends,
including fellow felines Talking Angela and Talking
Ginger, will launch in April 2015 with 52 total
11-minute episodes. The series, created by Outfit7 in
conjunction with animation studio Arx Anima, debuted with a special Christmas Eve episode in 2014.
A feature-length fully animated or hybrid animated and live-action film is also anticipated for
release within the next two to three years. In 2014,
Outfit7 announced a partnership with Mythology
Entertainment to produce the feature and adapt the
Talking Tom and Friends universe for family audiences, the company says.
The animated webseries and film follow on from
Outfit7's previous successes for the "Talking Tom
and Friends" franchise, including a series of 10
three-minute webisodes and two music videos in
2012. The webisodes, created in collaboration with
Disney Interactive, totaled more than 300 million
YouTube views, while the music videos, produced
in collaboration with Walt Disney Records/Hollywood Records, drew 180 million viewers on YouTube. "These videos were very successful, which
showed us that users wanted more," Login adds.

Creativity First
The company attributes the success of the apps
- which have more than 230 million active monthly
users - to their ease of use as well as the experience
they offer users. "The apps are very fun, and give users the chance to create the content and guide their
own story," Login says. "The characters are also very
lovable, and that's important."
The newest in the "Talking Tom and Friends"
family of apps, My Talking Angela, launched in
December. The app allows
users to "adopt" Angela
as a kitten and nurture
her into adulthood.
Users can feed
and care for Angela, customize
her home and dress
her up in the latest


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Retail Merchandiser - January/February 2015 - 1
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Retail Merchandiser - January/February 2015 - Contents
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