Original Design Sharpens Competitive Edge

Back At Daynice Int'l Ltd, which has seven cuddly characters known as Pork Chop & Friends under the 'Close to Heart Collection', the main goal Is creating a global market for Itslicenses and products. Among Its character-based Items are polyresin figures, stuffed toys, ceramics, apparel, and back-to-school Items like stationery and paper products. Daynice recognizes how branded products enhance company status and help when competing overseas. "It is a good way to survive, but developing characters is expensive both in time and cost," says marketing manager Samuel Chan. "Pork Chop & Friends was established in the early 1990s when we started our own designs and set up an international marketing team," he says. With recent licenses and a full range of products numbering more than 1,500 items, Chan says Daynice has penetrated major markets such as the US and Western Europe and is also successful in Asia including the Chinese mainland.   "We intend opening 10 theme stores during 2002 and will also look to establish franchise operations on the mainland," he says. Apart from seeking new licensees, Daynice actively partners with numerous well-known corporate entities. Eventually, Daynice will operate in the apparel, food and beverage, household and transportation sectors. "We will also explore more opportunities in areas such as 3D-animated cartoons, comic books, theme songs and dramas," he says. Daynice stresses long-term planning in the belief it produces optimal, steady rewards. "We believe the long-term outlook will be prosperous," says Chan.   In the licensing sector, there is no substitute for publicity. The seeding of characters and continual reminders of their presence are essential to maintain brand awareness.     Back