Formed in 2002 as a marketing agency specializing in the integrated management of entertainment brands, Big Tent Entertainment
has continued to build a diversified portfolio that cuts across all demographic segments from preschool and tween to teen
and adult, and recently signed on as The Wiggles' North American licensing agent. The New York-based integrated family entertainment
company is quickly emerging as an industry leader in recognizing and creating opportunities for online and digital media entertainment
content—and not just as the company that made an international phenomenon out of Domo.
Major Domo
Still, the company continues to make a name for character phenomenon Domo, which first appeared as Japanese television station
NHK's mascot in 1998. His unique look catapulted the character into one of Japan's biggest sensations, sparking more than
100 promotional spots, 600 products worldwide, and a licensing campaign with merchandise generating tens of millions of dollars
in Japan. Besides retail merchandising and television, Domo has found a home within the online viral community with thousands
of user-generated Domo video clips created and posted to video streaming Web sites such as YouTube and Flicker.
"Big Tent first came on board two years ago," says President and CEO Richard Collins, who explains the company was looking
for a teen-targeted brand with the potential to expand into other age demographics. It seems that Big Tent got its wish, as
Domo is set to make the move from viral Internet sensation to TV star with the launch of 26 two-minute stop-motion Domo television
shorts on Nickelodeon's buzzed-about Nicktoons Network and worldwide on Nickelodeon International, which will expose the property
to younger audiences around the globe. Set to coincide with the U.S. television debut, master toy partner Play Along will
release a line of tween-and teen-geared plush, plastic figures, and playsets aimed at the specialty market.According to Play Along's vice president of marketing, Susan Evans, the company will start with four skus, including four
style clip-ons and Domo plush in three sizes, with price points for the plush ranging from $9.99 to $39.99. The fall focus,
she says, "is really on the older fans who surf the Internet, but when Nickelodeon begins to launch interstitials this fall
it will help us to pull in consumers from wider age ranges." By the time spring or fall 2008 arrives, confides Evans, "we
may go younger with our product."
Probably, at that time, adds Collins, "you'll start to see more traditional, classic plush aimed at children. But, I think
the property won't age down as quickly in North America as it will internationally, simply because Nicktoons is hitting an
older demographic than Nickelodeon International."
Domo is a very different brand, notes Big Tent Partner and CMO Rich Maryyanek. "It's a design-character-Internet brand, and
therefore is able to live in various segments of the market." This may also explain why licensees have been clamoring to get
on board, including Briefly Stated (sleepwear and underwear); Changes (young men's Ts); Andrews McMeel (wall calendars and
greeting cards); Trends International (wall posters); Basic Fun (key rings, clip-ons, cell-phone charms, and pens); Hot Properties
Merchandising (magnets, buttons, stickers, antenna toppers, poker chips, pint and shot glasses, bottle openers, and lanyards);
and Uclick Mobile (wallpaper, static and animated screensavers, and ringers), as well as two particularly interesting partnerships:
Kid Robot is rolling out a soft, vinyl mega monster, which retails for $200; and Mimoco currently offers USB flash drives
at high-end museums such as the Museum of Modern Art and the Louvre, which range anywhere from $200 to $300.
"We're going to use our time at Licensing Show to look for video and interactive game partners, as well as collectibles, publishing,
stationery, accessories, and room decor," says Maryyanek, who adds, "on the retail side, we want to keep the specialty vibe
going, but also add partners who can take property across mass."
