True banking on Pokemon
True Corporation believes Bt500 million in revenue is within reach next year from monetising one the world's most famous animated characters, Pokemon, through all of its business units.
True was recently appointed master licensee by Tokyo-based The Pokemon Company.
Under this two-year partnership, True iContent, a subsidiary of True Corp, will manage existing lovers of these animated characters while inducting new members to the Pokemon fan club.
The company will synergise the potential of all elements of True Group such as pay-TV service TrueVisions, digital free-TV True4U, TrueOnline, TrueMove H and TrueMusic.
It will make Pokmon an integral part of product design and its collaborations with leading companies such as CP Food, CP-Meiji, CP Ram, Bangkok Toys, KC Toys, Right Beyond and PG Intertrade.
Birathon Kasemsri Na Ayudhaya, managing director of True iContent, said yesterday that under this integrated strategy, his company would launch a series of marketing activities related to Pokemon.
The broadcast of Pokemon TV series on True Visions and True4U channels seven days a week is an example.
True Visions will also make Pokmon series and movies available on-demand on the TrueVisions Anyway mobile application. TrueMusic will produce a localised version of Pokmon’s theme song.
True iContent will conduct a series of roadshows in various provinces across Thailand as a key part of its Bt100 million or so plan next year to build up the Pokemon brand in this country. There will be all kinds of activities to make the Pokmon phenomenon happen.
“We are confident that our planned activities and the cuteness of Pokmon will make it one of the most beloved characters among Thai children, particularly those aged seven to 12 years,” he added.
The character licensing business is worth about Bt3 billion.
Of the Bt500 million revenue expected in the first year of operation, 40 per cent will come from merchandise sales and the rest from sponsorships of marketing events, TV programmes and mobile applications.
Tsunekazu Ishihara, president and chief executive officer of The Pokemon Co, said there was plenty of room to grow for the Pokemon business in the Kingdom.
As of September, the market of the Pokemon brand in Japan was worth 1.9 trillion yen or Bt529 billion while globally it was worth Bt1.17 trillion.
