Awesomeness TV to give local brands access to teen talent with launch of licensing business
DreamWorks’ multi-platform media company Awesomeness TV is expanding its consumer products and licensing business to Australia giving marketers the opportunity to reach a teen audience on a mass scale, Mumbrella can reveal.
Pascoe
Headed up by Awesomeness TV head of licensing Asia Pacific Jo Pascoe, the division will look to create opportunities for brand and retail partners by tapping into talent that resonates locally for endorsement and product deals.
“For the past couple of years, they’ve been working on initiatives in the US that have started to get significant amount of traction and so looking at the profiling of the talent and the reach, Australia was the next market to look at expanding our consumer products and licensing business within this platform,” explained Pascoe.
“We are announcing this opportunity here in Australia, tapping into the talent that resonate locally and creating opportunities from a brand and retail standpoint to see if we can bring it into physical products today.
“What we’re doing is bringing the talent or the content, and that’s the piece we’re working on at the moment, into physical consumer products in Australia. We are looking at a number of different models. It is fundamentally taking that digital equity and trying to build it into a physical opportunity.”
Awesomeness TV is working with David Jones, partnering the retail giant with teen singing star Alli Simpson who is set to come to Australia in September to launch an endorsement deal with the retailer.
“There’s significant appetite out there which is fantastic,” said Pascoe on local interest from brands. “There is an awesome opportunity for the talent to reach different retail platforms and different brands because they represent different things.”
On which other clients Awesomness TV is working with Pascoe was tight lipped, only saying: “We’ve got some good discussions underwear”.
Awesomeness TV is utilising an “agent model” to run its consumer products and licensing business locally, with Connect PR working in conjunction with Pascoe.
“We have an agent model that we operate outside the US. Right now I’m personally running it in conjunction with Connect PR and as it starts to build we will look at how to resource it accordingly,” Pascoe said.
Miranda Ward
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