Issue 3, 2009

Gladkikh I. V., Starov S. A. The Smeshariki Cartoon Characters March into Business (Case Study)

The case describes the successful popular Russian children’s animated TV series named the Smeshariki, its parent company, the domestic animation industry, and the principal international rivals and their respective animated products. While the parent company is the industry leader, it faces strong domestic competition for animated and related products and even stronger international competition from rivals’ licensing a broad portfolio of entertainment products and services. The question is: How to develop further? The case could be used for courses in Marketing, Strategic Management and Brand Management. Keywords: Animated TV Series, Licensing, Branding, Strategy, Marketing Strategy.

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