In the driver's seat

With the Licensing Show upon us, it only seemed natural to speak with someone who is in the thick of the licensed products battles—Leigh Anne Brodsky, president, Nickelodeon and Viacom Consumer Products. In this role Brodsky is charged with overseeing the Viacom Consumer Products business, as well as the licensing and merchandising for MTV Networks International, Comedy Central, Nickelodeon, Nick at Nite, Paramount, TV Land and Spike TV.

A 25-year veteran of the licensing industry, Brodsky has logged hours at the negotiating table, hammering out licensing retail deals with top industry brands such as Mattel, Fisher-Price, Target and Wal-Mart, among others.

Under her watch, Nick and the Viacom affiliates have become a major component of the licensed entertainment products business.

Playthings: As person who obviously has her finger on the pulse of the licensed products business, how would you describe the licensing market today?

Leigh Ann Brodsky: I definitely think there is a strong presence of brands that stood the test of time and will continue to do so. I think that is admirable because entertainment brands can truly be a brand and stand the test of time. That's not easy to do for entertainment brands.

These television shows and movies kids are embracing evoke strong feelings—there is an emotional connection. Entertainment properties are the brands of youth. Many properties have been around for a long time and will continue to do so. But there is still room for new brands, movies, television. This is because there is not one property taking the world by storm today; there is a portfolio, not a dominant brand.

Also, I think in the case of toys, video games and apparel, we are seeing licensed products favored by the older kid.

Playthings: Property revivals seem to be common these days. Is it tougher for a new property to establish a foothold today?

LAB: From our point of view, few companies have the iconic appeal [items] like “The Godfather” game from the archives of Paramount. But for items that do have that appeal, I have seen a tremendous amount of interest from retailers and consumers. It's the iconic enhancement that makes them popular. There is almost a retro-lifestyle-fashion trend appeal to older properties. Those are the main components—entertainment and fashion trends. Retailers are always offering up a challenge. They say “what's new?” Not “what's old?”

But you've also got the tried and true. And if it is tried and true, what makes it relevant today? What is the meaning to [the product's] existence? Is it here just because it always has been?

Playthings: In what areas of the licensing business do you see the most growth potential?

LAB: From the Nick and Paramount perspective, it's the movie business…the international growth has great potential. There are a number of reasons for this, but the main influence is entertainment. People have an insatiable appetite for entertainment. Just look at all the [celebrity] publications that are out there and more being launched. It's amazing how people follow celebrity. But that's entertainment.

Playthings: It seems today that licensing is influencing movies that are being made rather the more traditional reverse situation. How has this happened? Do you see it changing?

LAB: Here at Nickelodeon it is about the story and the characters first and foremost and always will be a seminal work. At the end of the day it has to be quality; it has to be good, solid entertainment. But merchandising affecting content does happen on occasion in this business. But here at Nickelodeon, that's not the way we do it.

Playthings: We seem to be bombarded with licensed properties these days. Does that soften the market?

LAB: I feel there is definitely more competition today than ever in that properties are being licensed. Combine that with less shelf space and you're talking about a highly competitive marketplace for licensed products. All of this affects the ability of a product to get to market. At the end of the day, the competitive environment is the reason a product doesn't make it to market. Frankly, today, it has to be very good to make it to the retail shelf at all.

Playthings: What can we expect from Nick and Viacom in the future?

LAB: You will see more from a merchandising perspective; more international focus, and more of our quality, break-out television programming.

As far as merchandise, if the kids tell us they want [product from entertainment programming] we will take the merchandise to market.

Playthings: You mentioned earlier that international expansion is among Nick's plans. Can you share that with us?

LAB: Internationally, we have 5 strategic initiatives.

• The first is what we call Global Property Planning and Franchise Management. I know that sounds like a mouthful, but basically what we mean by that is we are bringing what is successful for us here internationally—the long-term planning…to all the lines of business.
• Two, we are interested in building strong regional teams, particularly in Europe, Asia and Latin America.
• Three, continue to partner with key licensees, particularly those involved strongly in international development.
• Four, delving into a market-by-market business look. Working with broadcasters and channels…looking at individual markets.
• Finally…more coordination of movies launches internationally.

Playthings: What would you say the toughest part the position of president of Nick and Viacom Consumer Products is?

LAB: Being in two places at the same time is the toughest. Being in satellite offices around the would; and you've got to stay in touch with the retailers and their needs. Plus you've got to stay connected with the talent. Each one of those is very important to the business.

Playthings: Is there anything people would be surprised to find out about you?

LAB: Yes. In order to deal the daily stress and the nature of the licensing industry, I find relief in Yoga. I own a house in Woodstock, N.Y. with the other hippies.