As we edge closer to the end of 2008, Sega Prize Europe's Alan Smith reflects on a year that has had its success stories and challenges for the division.
"2008 was very much SPE’s foundation year," said Smith. "ATEI was our first show and very much a shop window for both UFO Catcher and our merchandise. In many cases it was our first opportunity to engage with European customers and get feedback on product concepts under consideration.
“Due to the versatility of the UFO, the product line up of SPE is not just limited to plush items. The success of the Apple iPods, Money Maze and other boxed items clearly demonstrate the spectrum of prizes the division can consider.
"Acquiring the licences of Sonic X and Paddington Bear so late in 2007 and the subsequent product approval process, impacted on our ability to have supplies ready for the main holiday selling season. However, we are now well placed to address customer needs and ahead of the game for 2009.
“One slight setback was Golden Compass in that the movie didn’t make the transition from screen to merchandise; it happens sometimes. It is, though, an indication of the ambitions Sega Prize has to acquire global licences in the future.
“Obviously our focus this year has been on developing the Sonic X and Paddington Bear licences in new and innovative ways but I’m delighted to have recently agreed a major European licence to be launched in January 2009.”
Adding to this Smith said that new areas for SPE include capitalising on the consumer equity within the Sega brand by developing a range of lifestyle products to be launched next year.
