nº02 / Time to play!...This article, far from being a treatise on “physical licensing”, is a...

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THE MAGAZINE WITH CHARACTER

WWW.CERDAGROUP.COM

BACK TO SCHOOL 2017 3

EDITORIAL DEPARTMENT

JOSÉ FCO. CERDÁ

BÁRBARA RODRÍGUEZ

BELÉN MARTÍ

LORENA NAVARRO, JOAN E. GARCÍA,

ÓSCAR LLOPIS, AROA JOVER, LAURA

VALOR, DAVID GARRIDO, OLGA

CHULIÁ, MÓNICA TORTOSA

AMPARO VALLS, ADOLF BOLUDA,

BELÉN MARTÍ, BÁRBARA RODRIGUEZ

BLAUVERD IMPRESSORS

ÁLVARO ORTEGA, ONLY KIDS STORE

EDITOR

ART DIRECTION

PRODUCT DESIGN

PHOTOGRAPHY

PRINTING

CONTRIBUTION

magazine nº02 / backtoschool 2017

VERA GARCÍA, PAU VALLS,

JOAN JIMÉNEZ, PAULA ASENSI

MODELS

THIBAULT WERY

SPECIAL


Sector

THE MINIONS ARE BACK!

20-21

SHIMMER AND SHINE,THIS IS MAGIC!

22-23

A CINEMATIC YEAR,A TV SERIE’S YEAR

26-29

THE LIFECYCLE OF A LICENSE

12-16

Retail

ADVANTAGES OF ONLINE SHOPPING

06-09

Technology

THIBAULT WÉRY, MANAGING DIRECTOR

TUTORIAL, 3 DAYS IN DISNEYLAND PARIS

46-49

36-42

Cerdá

CASO ONLY KIDS STORE: A SUCCESS MODEL

50-53

Customer

THE TWO FACES OF FASHION: REINVENTING BACKPACKS

32-35

Product

LITTLE CONTENTS

Oh blessed moments of happiness. Those that you wouldn’t change for anything: your first birthdays, the first time you fell in love, your son smiling after receive a big surprise, etc. Everyone remembers those special moments that give meaning.

We are talking about the little moments, instants of absolutely happiness, that if you accumulate in your memory they aren’t small any more and give meaning to everything. Ironic, isn’t it?. Just as ironic as working with products for kids without thinking about them.

I firmly believe that our mission (and that of those who move in this sector) should be this. Without any trap. Everyone should find this infant emotion.

I wonder if the licensing business, in some cases, is degenerating in other directions which leads to dissolve the mission of why are we here.

In Cerdá, our compromise is strong. We don’t only want to get profitability and sales – despite be necessary-, but we believe and advocate to bring more value beyond. After all, what is more important than find incessantly for the emotion with which a child play, smile and makes own his favourite character? We have two options: produce without any control, just to earn more or do the things well, taking care of every detail to feel proud of the work done. In Cerdá, it was a long time we choose the second option and as a result of this job, we have been awarded the Best Entertainment Licensee for the third consecutive year in Current Licences.

Do you create?

EDITORIAL

OUR LEITMOTIV

IS TO MAKE A CHILD SMILE

I create

“SWEET CHILD O’ MINE” - Guns N’ Roses

Jose Fco. Cerdá


IN THIS ARTICLE, WE POINT OUT SOME OF THE ADVANTAGES OF CHOOSING THIS

METHOD AND EVERYTHING YOU CAN GET FROM IT. TAKE NOTE!

SHOPPING CHILDREN’S PRODUCTS ONLINE

ADVANTAGES OF ONLINE SHOPPINGFOR YOUR BUSINESS

Technology


FOR SOME TIME NOW, ONLINE SHOPPING, THAT IS, MA-

KING PURCHASES ON THE INTERNET HAS BECOME AN

EVERYDAY THING FOR MOST OF US. THIS IS NOT ONLY DUE

TO THE COMFORT OF THIS SHOPPING METHOD, BECAUSE

YOU PLACE THE ORDER FROM WHEREVER IS MOST CON-

VENIENT FOR YOU, BUT ALSO BECAUSE ON MANY OCCA-

SIONS WE FIND ECONOMIC ADVANTAGES THAT FAVOUR

THESE TYPE OF PURCHASES. THESE OFFERS AND PROMO-

TIONS CONTRIBUTE TO THE USE OF ONLINE CHANNELS

WHEN MAKING SMALL PURCHASES.

IN OUR CASE, FOR EXAMPLE, WE ALWAYS INVITE ALL OUR

CUSTOMERS TO LOOK TO OUR WEBSITE FOR REPEAT OR-

DERS AS THESE CAN BE DONE VIRTUALLY AND, IN MANY

CASES, OUR CUSTOMERS DISCOVER THAT BUYING PRO-

DUCTS THEY ARE ALREADY FAMILIAR WITH THROUGH

CERDAGROUP.COM IS MUCH SIMPLER AND FASTER.


We don’t need to rely on a visit from a sales representative in order to reorder a product and, in many cases, we don’t even need to leave home: this way, we can complete the whole operation from the comfort of our homes, and so it not only becomes a much more pleasant process, but also a time-saver given that once the product has bene selected it will take only a few minutes to complete the operation.

Also, when we shop at an online store not only can we find a discount or promotion, but it is also usual for many stores to offer a variety of payment methods to suit your needs.

Usually when we enter an online store, we find much more variety to choose from than if we were at a display store or at a commercial store. In these cases, in order to save us time, they will always filter in products that could be of our interest.

While purchasing goods at a physical store has many advan-tages, buying products online can also be beneficial and it offers us a great catalogue of products to choose from.

THE PURCHASE OF A WIDE RANGE OF PRODUCTS USING THE INTERNET HAS BECOME QUITE

FREQUENT: IN ADDITION TO BEING ABLE TO CARRY OUT THE OPERATION IN A SIMPLE WAY,

THERE ARE CASES WHERE IT CAN BE EVEN MORE BENEFICIAL. LET’S HAVE A LOOK AT SOME

ADVANTAGES OF BUYING CHILDREN’S PRODUCTS ONLINE.

1. MUCH MORE

COMFORTABLE

2. A GREATER VARIETY AND

AVAILABILITY OF PRODUCTS

ADVANTAGES OF ONLINE SHOPPINGTechnology


If you have bought a character and you see that demand is increasing, do not wait for your sales representative to make you a visit and risk running out of stock! Log on to the website and place your order before the fashionable characters are out of stock. Buying children’s items online can be very helpful, since you will see how demand is increasing at not only your point of sales, but everywhere.

That is, the internet will give you an indication of business level. Sometimes our days are swallowed up completely, so being able to buy what we need from our computer and receiving it 24-48 hours later is an excellent alternative.

Many pages already have a comprehensive service on their web pages so you can find and analyze all the information in your account without calling or receiving a business visit. For example, at Cerdagroup.com we work in this area to offer a total experience to our users. In this way, in the personal area of the sites, users can manage from their personal or fiscal data, to orders and pending products. In Cerdá, we also give information about an extensive list of functionalities related to finance, payments and consump-tion. Thanks to this improvement many information can be consulted in detail; as consumption, download invoices, know the status of purchased items or check outstanding charges.

EVERY DAY THERE ARE MILLIONS OF PEOPLE SHOWING A GROWING CONFIDENCE IN USING THIS

METHOD AND TAKING ADVANTAGE OF WHAT THE INTERNET HAS TO OFFER. THE BENEFITS THAT

WE CAN GET WHEN BUYING PRODUCTS ONLINE ARE NUMEROUS AND OVER TIME, THERE ARE

CERTAIN TO BE MORE PEOPLE MAKING USE OF THIS SHOPPING METHOD.

3. IDEAL FOR REORDERING

ON-TREND PRODUCTS

4. A COMPLETE

USER EXPERIENCE

ADVANTAGES OF ONLINE SHOPPINGTechnology


2100001786 -SPORT/TRAVEL BAGSIZE: 50 X 20 X 23 CM

2100001793 - BACKPACKJUNIOR SIZE: 28 X 34 X 10 CM

2100001793 - ROUND PENCIL BAGSIZE: 21 X 7 CM


2100001910 - BACKPACK NURSEYSIZE: 24 X 28 X 10 CM

2300002578 - CASUAL SHOES WITH LIGHTSIZE: 25-26-27-28-29-30-31-32


AND HOW TO SURVIVE THE CURRENT WORLD OF LICENSING

THE LIFECYCLE OF A LICENSE

By Jose Fco. Cerdá


When we talk about lifecycle we refer to the different phases in the life of something or someone until its death. Thus, we need to consider time as not only a fundamental element of this cycle but also the variables that make help to extend this time so that the existence of this something or someone is lengthened.Moreover, what does time depend upon? It will depend then on the speed with which different events occur before its death and on the space that it will have travelled until di-sappearing.

What we really have when we talk about the lifecycle of a license is a physical problem of such magnitude that Albert Einstein himself could not have solved.

This article, far from being a treatise on “physical licensing”, is a reflection on how we deal with the management of licen-ses, not so much to focused on making these last for shorter or longer amounts of time, but to manage just how many it affects us.

The duration of a license does not depend only on one fac-tor, it depends on many, and many of these are independent from our own management.

There are three parallel realities in this space-time bino-mial of a license: licensor, licensee and distributor, and in this case, the consumer is a mere spectator, a consequential player born out of decisions made by any of these realities.

From the licensee’s point of view, we must understand that once we sign a license it is because we have previously ac-cepted, or have given credibility to a perception of how the license will be received over time. That is, the life that that content or brand is going to have, and usually, this view is one of “wild success”.

The funny thing about this view is that it never proposes an end time, and that is where we must be open to identif-ying those clues that may lead you to think that a license is coming to an end, or to identify “false alarm bells” about a perhaps prematurely announced end.

Retail THE LIFECYCLE OF A LICENSE

THE SPEED WITH WHICH A LICENSE COMES INTO OUR

LIVES AND DISAPPEARS FROM IT WITH EITHER MORE OR

LESS FANFARE WILL DEPEND ON MANY FACTORS.

THE LIFECYCLE OF A LICENSE GOES THROUGH

DIFFERENT PHASES UNTIL ITS ULTIMATE DECLINE, AND

DURING EACH ONE OF THESE, WE MUST IDENTIFY THE

CLUES TO CONTINUE TO EITHER GO ON, ACCELERATE,

DECELERATE OR TO SLAM THE BRAKES ON.


During this phase of temporary blindness, it often happens that all the chips are put on the red, and this means that during later phases, even if the brand is operating properly and following its “normal” course, stock saturation, the sub-sequent early liquidations of merchandise because of cash flow needs, as well as other desperate actions, mean that even while almost at the beginning of a licence’s lifecycle, there is a certain aversion to the licence. For that licensee, related merchandise has almost ended.

It is also commonplace for us to be affected by the “guru” syndrome, seeing a license ahead of time, becoming the flag bearer of a movement for a license that only you have seen, sponsored by a licensor eager to close a sale at a time when the time is right. In this case, the licensee sets sail on a solo voyage because most of the time the licensor/agent is busy with other things.

It is the point of balance between the three realities mentio-ned above. It is here that euphoria overflows and we commit insanity for love. It is the phase of excess, of embracing that more is better. There is a special merger between licensee and distributor in order to achieve the sales target for the year, the Pareto principle falls down, convinced by the idea there is no other license in the portfolio. The consequences we already know, entire shelves that make no sense, qualities and designs that leave much to be desired, products across various vendors, supermarket promotions of bedspreads and glasses, and other surrealistic situations.

The licensor, for its part, compounds this state of affairs by increasing the number of licensees, with the excuse that the-re is a market and possibilities for it. All kinds of products are approved, there are no filters, and anything goes. This scenario usually reappears during the maturity phase.

THE INTRODUCTION PHASE IS THE

PHASE THAT AROUSES THE MOST

ENTHUSIASM AND EXPECTATIONS.

THE GROWTH PHASE, ESPECIALLY IN

THE CASE OF TOP LICENSES, IS THE

PHASE THAT WE ALL LIKE TO DRIVE.



But there are more important factors that may mean that all of this is not enough, such as the great proliferation of brands and content that compete for the same segment year after year.

Out of this saturation of brands, what usually happens is that some of them are embraced by their target audience, and this means we suddenly exit out autopilot mod and move to be on alert. The idea is to be able to identify the time to divest on the one hand and to revert to another. The curious thing about this scenario is that this is often caused by the licensor who, given the large amount of content they produce, themselves cause the shortening of the lifecycle of their brands, cannibalizing amongst themselves.

IN THE MATURITY PHASE A

WELL-COORDINATED INTRODUCTION

OF A PRODUCT CAN EXTEND THE

LIFECYCLE OF LICENSE.

THE DECLINE PHASE SHOULD ARRIVE

LATE OR PERHAPS NEVER

The ideal outcome is that we turn that brand into a clas-sic that will endure over time. Currently only a few brands become classics because the circumstances that would ena-ble them to do so just don’t exist. The new digital scenario and new consumption patterns mean that even the classics themselves are unfamiliar to new generations of consumers.

This phase is the gradual disinvestment so that a “sa-les-downturn” is not a problem, but a cushion to finish li-quidating any surplus products in secondary sectors.



FROM THE LICENSEE’S POINT OF VIEW, THERE ARE

NO RECIPES FOR SUCCESS. WE CANNOT THINK

THAT EVERYTHING WORKS THE SAME AND THAT

EXPERIENCE COUNTS. PERHAPS EXPERIENCE DOES

PLAY IMPORTANT ROLE BUT NOT IN REPLICATING

PREVIOUS MODELS OR ACTIONS, BUT TO HELP TO

BETTER UNDERSTAND CERTAIN SITUATIONS. THE

MOST IMPORTANT THING IS INFORMATION, KNOWING

HOW TO MANAGE EVERYTHING WE HAVE AT HAND

(INTERNAL AND EXTERNAL) AND USING A HIGH

LEVEL OF LOGIC TO MAKE DECISIONS. ABOVE ALL, WE

SHOULD NOT MAKE DECISIONS IN SILOS. MARKETING,

SALES AND MANAGEMENT SHOULD BE INVOLVED IN

KEY DECISIONS AROUND THE LIFECYCLE OF A LICENSE

AND OF LICENSED PRODUCTS



2200001910 - PENCIL BAG 3 POCKETSSIZE: 22 X 11,5 CM

2100001699 - PLUMIER 3 LAYERS WITH ACCESSORIESSIZE: 12,5 X 19,5 X 6,5 CM

HERO GIRL COLLECTION


2200001866 - ADAPTABLE BACKPACK 42 CMSIZE: 31 x 42 x 13 CM

2300002654 - CASUAL PHYLON EVA SHOESSIZE: 28-29-30-31-32-33-34-35


THE THIRD INSTALMENT OF “DESPICABLE ME” WILL

BE RELEASED IN CINEMAS THIS JUNE. AS THE DATE

APPROACHES, WE WILL LET YOU IN ON THE QUIRKS

OF THIS UNIQUE AND ADORABLE VILLAIN AND HIS

FANATIC YELLOW FOLLOWERS. THEY’LL LEAVE YOU

WITH YOUR MOUTH OPEN!

THE MINIONS ARE BACK

0 1 2 3 4 5 6 7

AND IT WOULD BE AWESOME!


THE MINIONS ARE BACKSector

“Despicable Me 3” is the new movie from the hit animated film saga produced by Illumination Entertainment (‘Despicable Me’, ‘Despicable Me 2’, ‘Minions’, ‘The Secret Life of Pets’, ‘Sing’), which has a worldwide revenue of more than 1.5 billion dollars.

Chris Meledandri, founder and CEO of Illumination Entertainment, and his collaborator Janet Healy produce the film, with Chris Renaud as the executive producer. This third instalment of the franchise, not counting the spin-off ‘Minions’, has been directed by Pierre Coffin and Kyle Balda, co-directed by Eric Guillon and written by Cinco Paul and Ken Daurio.

In the Spanish version of the film, Florentino Fernández once again lends his voice to Gru as well as his missing twin brother Dru, who is introduced in this new instalment. And Patricia Conde once again voices Lucy in the Spanish version. In the original version, Steve Carell and Kristen Wiig’s voices are on this occasion joined by Trey Parker, an Emmy, Grammy and several Tony Awards winner, and co-creator of both ‘South Park’, Comedy Central’s worldwide phenomenon and of the Broadway success ‘The Book of Mormon’. Parker gives life to the villain Balthazar Bratt, a former child prodigy obsessed with the role he played in a series from the 80’s, who will go on to become Gru’s most formidable enemy to date.

Gru has been left out of work since

he let supervillain Balthazar Bratt

escape. Bratt was an 80’s child star,

the protagonist of a series where he

played a criminal mind that used a

combination of techniques, including

hip-hop, martial arts and high-tech

weapons. But with the onset of puberty,

he lost everything and is now creating

chaos across the entire planet. Gru,

on the other hand, has to face other

problems: he will meet his twin brother

Dru. Dru is a billionaire, identical to him

in every way but that he as long blonde

hair. Dru is eccentric and outgoing and

Gru, although with a sense of humour,

is still a grump. In addition, Gru will

now have to decide whether he is

ready to continue the family tradition

of devoting himself to crime and join

his brother in carrying out one last job...

Will Gru become a villain again?

Not only did the first two instalments

crush world box office records, but

its spin-off “Minions“, managed to

surpass both of these films raking in

a trillion dollars in revenue. Thanks to

this success, “Despicable Me 3” was

inevitable.

SYNOPSIS

FAMOUS POR

PARKER GIVES LIFE TO THE VILLAIN

BALTHAZAR BRATT, A FORMER CHILD

PRODIGY OBSESSED WITH THE ROLE HE

PLAYED IN A SERIES FROM THE 80’S, WHO

WILL GO ON TO BECOME GRU’S MOST

FORMIDABLE ENEMY TO DATE.


CLAN SPAIN HAS BEEN BROADCASTING SHIMMER AND

SHINE SINCE THE FIRST QUARTER OF 2017 AND IS AN

ORIGINAL NICKELODEON SERIES, CREATED BY FARNAZ

ESNAASHARI-CHARMATZ (POST-PRODUCTION FOR

DORA THE EXPLORER) AND WAS BORN OUT OF THE

IDEA TO REINFORCE THE IMPORTANCE OF TEAMWORK,

RESILIENCE AND OVERCOMING OBSTACLES FOR

CHILDREN.

SHIMMER & SHINE

THIS IS MAGIC!


THIS IS MAGIC!Sector

Shimmer and Shine narrates the adventures of twin sisters, secret genies belonging to a girl called Leah, who always seems to have some problem that requires the help of her magical friends. To help her, the twins offer her a maximum of three wishes a day, although they sometimes don’t properly understand what she has wished for which ends up causing more than one accident that culminates in the problem only getting worse! In the end, together, the geniuses and Leah, manage to find a solution.

Shimmer is pure of heart and always looking for ways to increase everyone’s fun. She is bright, cheerful and an eternally optimistic dreamer. She always lives in the moment and enjoys it to the fullest.

Shine is bold, brave and very trustworthy. Although they are twins, she assumes the role of the eldest sister and always has wise words to impart... which she invents in the moment. And if there is something that melts her heart melt, it is animals, especially her pet, a Bengal tiger.

> Top 10 in the UK, Hungary, Poland,

Spain, Italy, Brazil, Canada and Mexico.

> Broadcast on CLAN Spain since the

first quarter of 2017: great adventures

in the world of magic, with incredible

characters and friendship themes.

> Toys, clothing, accessories, homeware,

etc. are in development

> The creative strategy focuses on

the female audience (2-6 years old)

with magical elements like jewels and

bracelets, fashion in pink and sparkles,

emblematic places: palaces, genies,

magic carpet ...

> Retail campaigns focused on

activities, granting wishes to children,

treasure hunts, presents like bracelets

of wishes and friendship...

> Online activities and games to help

parents teach their children the benefits

of teamwork and helping others.

> Reinforce this key message in the

series: ‘Better together and as a team

Like Shimmer & Shine’

> Teaching that is okay to make

mistakes, the benefits of teamwork, and

also the importance of helping others,

all in a fun and engaging way.

INTERESTING INFORMATION

FAMOUS FOR

SHIMMER & SHINE IS THE ONLY PRESCHOOL

PROGRAM THAT COMBINES FRIENDSHIP,

MAGIC AND PETS WITH THE FEMININE

APPEAL OF FASHION, HAIR AND SPARKLES.

TRIUMPHING IN THE DIGITAL ENVIRONMENT

ARE THE FOLLOWING APPS AND ONLINE

GAMES: ‘PLAYTIME WITH SHIMMER & SHINE

APP’, AND THE ‘ENCHANTED CARPET RIDE

GAME’.


2100001965 - 3D BACKPACKSIZE: 25 X 31 X 10 CM

2100001995 - 3D BIG TROLLEY BACKPACKSIZE: 31 X 41 X 13 CM

2100001793 - 3D INSULATED LUNCH BAGSIZE: 23,5 X 19,5 X 8 CM

2100001975 - 3D BACKPACK LADYBUGSIZE: 25 X 31 X 10 CM


2700000209 - 3D PLUMIER WITH ACCESSORIESSTORMTROPPER

SIZE: 19 X 23 X 6,5 CM

2100001989 - 3D BIG BACKPACK BATMANSIZE: 31 X 41 X 13 CM

2100001793 - 3D BACKPACK DARTH VADERSIZE: 31 X 30 X 10 CM


AN AWESOME CINEMATIC YEAR

THE MOST IMPORTANT

RELEASES OF 2017


WONDER WOMAN23-06-2017

JUSTICE LEAGUE17-11-2017

SPIDERMANHOMECOMING

07-07-2017

GRU 330-06-2017

CARS 304-08-2017

STAR WARS VIII15-12-2017

01

02

Diana Prince is an Amazon warrior princess trained to be an invincible fighter. In this movie, Diana finding herself in a completely foreign environment, takes sides in World War I.

New movie from the animated saga that began in 2010 with Despicable Me, and continued three years later with Despicable Me 2.

03

04

Young Peter Parker is getting ready for a new solo film after featuring in Marvel’s ‘Captain America: Civil War’. ‘Spider-Man: Homecoming’ will be set after the events that took place in that instalment.

Lightning McQueen is still the best racecar in the world, but now that he is one of the veterans on the circuit, he must prove to everyone that he can still win a big race and that he doesn’t need to retire...

05

The first film featuring DC Comics’ most famous superhero group. After the tragic events that occurred in the Batman v Superman feature film, the planet once again finds itself in danger when a totally unknown mortal threat lands on Earth. In a race against time, Batman and Wonder Woman manage to convince Aquaman, Cyborg and Flash to join their metahuman group.

06

The eighth instalment of this space saga begins immediately after the events that occurred at the end of ‘Star Wars: The Force Awakens’ (2015). A new adventure is about to begin, and old and new characters, as well as some familiar faces, must prepare for what is to come.

A CINEMATIC YEARSector


THE SERIES EVERONE IS TALKING ABOUT…

DON’T MISS THE TV SERIES

OF THE MOMENT!


SHIMER&SHINECLAN

ZAG STORMCLAN

ELENA DE AVALORDISNEY CHANNEL

PRODIGIOSA LADYBUGDISNEY CHANNEL

PJ MASKSDISNEY CHANNEL

TROLLSCLAN

01

02

Shimmer and Shine was born out of the idea to reinforce the importance of teamwork, resilience and of overcoming obstacles for the young ones.

This series is based on the story of two high school students, Marinette and Adrien, who have characteristics that set them apart from their fellow classmates: Both have a secret life in which they are superheroes. Marinette transforms into a heroine called Ladybug and Adrien becomes a hero called Cat Noir.

03

04

Latin diversity has arrived in the world of Disney princesses. Elena of Avalor is the first Hispanic princess in the Disney realm. Dark skinned, lively, courageous and as skilled with a guitar as she is with a sword, she arrives ready to fill the void that existed in the world of fairy tales.

These three brave seven-year-old kids lead normal lives, go to school and hang out with their friends, but at nightfall, and thanks to the powers their pyjamas lend them, they turn into incredible superheroes, saving the city from the wicked plans of the villains.

05

Zak Storm is expected to premiere in late 2017, with thirty-nine 22-minute episodes. Zak Storm is a normal guy in the middle of a surfing competition when he is sucked into the Seven Seas of the Bermuda Triangle and finds himself playing the role of the captain of a ship of misfits.

06

This animated series is expected to be screened on Clan and will premiere in the first quarter of 2018. The third season will premier in 2019 and we will have to wait until 2020 for the film.

A TV SERIE’S YEARSector


THE POWERcollection


THE TWO FACES


REINVENTINGBACKPACKS

OF FASHION

https://goo.gl/pZODk6

¿DO YOU WANT TO KNOW MORE? WATCH THIS VIDEO


Children have a great many different favourites in the world of licensing and property. And it is for this reason that fashion, and Cerdá, have reinvented themselves to offer the greatest possible variety to children.

And just what product are we talking about? Fully reversible backpacks. In the world of fashion, this is an entirely new trend.

Who would have thought that the “backpack” would have so much to offer, but the truth is that it does. Perfect for day-to-day life, family trips, weekend getaways and excursions. A new chapter has begun in the comfort-fashion revolution, a convenient and practical way of carrying around belongings for children and adolescents (and even adults) has arrived. This is, undoubtedly, an accessory that has been with us our entire lives, from our first ones printed with images of Dis-ney princesses or Star Wars while we were at school to the XL models we used in high school or some other, more vin-tage style in college, backpacks are still drawing attention!

There are days when children wake up with lots of energy, feeling like they are capable of saving the world, and others where, because of a bad night, they don’t quite feel up to par. Whatever the day, Cerdá is sure to have a character that they can identify with.

With this in mind, we present you with seven unique de-signs that have two different sides. Batman or Superman? Marinette or Lady Bug? Gru or the Minions?

RECENTLY, WE AT CERDÁ HAVE LAUNCHED A

CAPSULE COLLECTION WITHIN OUR CHILDREN’S

LINE, BOTH AS A RESULT OF THIS REASONING

AND BECAUSE OF OUR CONSTANT DESIRE

TO INCORPORATE THE LATEST TRENDS INTO

FASHION.

WE NOW GIVE YOUR LITTLE ONES THE OPTION

OF CHOOSING WHICH CHARACTER THEY WANT

TO WEAR DEPENDING ON WHAT THEY ARE

DOING OR THE MOOD THEY ARE IN.

THE TWO FACES OF FASHIONProduct


THE TRIP WAS FOR THREE INTENSE DAYS, DAYS WHEN I WOULD WAKE UP

WITH THE FIRST RAYS OF SUNSHINE AND GO TO SLEEP TO THE SOUND OF

THE NOCTURNAL LIGHT SHOW. THROUGHOUT THIS TALE, I WILL TRY TO

SUMMARIZE THE BEST WAY TO NAVIGATE DISNEYLAND PARIS SO YOU ARE

ABLE TO TAKE ADVANTAGE OF EVERY MOMENT TO THE FULLEST. I’M GOING TO

TELL YOU THIS AS THOUGH IT IS GOING TO BE A THREE-DAY TRIP, WHICH FOR

ME IS THE PERFECT LENGTH OF TIME. I WILL ALSO DO IT IN A GENERAL WAY,

THAT IS, NOT THINKING ABOUT JUST CHILDREN, OR JUST ADULTS, OR ABOUT

A RELAXED OR FAST-PACED TRIP- I WILL ONLY DESCRIBE WHAT I THINK IS AN

INTERESTING PLAN, LEAVING ROOM FOR MAGIC AND SURPRISE.

3 DAYS IN DISNEYLAND PARIS

TUTORIAL


TUTORIAL: 3 DAYS IN DISNEYLAND PARISCerdá


I WILL INTRODUCE MYSELF: MY NAME IS BÁRBARA RODRÍGUEZ, AND I AM THE

MARKETING MANAGER AT CERDÁ DURING MY WORKING HOURS AND A PASSIONATE

ABOUT THE DISNEY UNIVERSE THE REST OF THE DAY.

From a very young age, I have grown up among princesses, stories and animations. Ariel awakened the adventurer inside me (I always dreamed of being a mermaid), the Beast created my empathetic side and taught me that what is important is not on the outside, Prince Eric was my first love and Stitch stole my heart. I can recite each and every one of the storylines of the Disney classics that marked my childhood and, to tell you that the best trip of my life happened very recently on my holiday to Disneyland Paris. Let me tell you about it in detail, allow you to immerse yourself in my universe and delve into my mind, and feel a part of the journey of my life.

For as long as I can remember, I have wanted to go to Disneyland. I asked for it every Christmas, every birthday, every time a tooth fell out... Every single time I had the chance. And because good things come to those who wait, but not as early as they should, it has taken 27 Christmases, 28 birthdays, 20 baby teeth and all the patience and faith in the world for my dream to come true.

My very first step within this great amusement park was this winter. A place, no doubt, full of magic and fantasy.



DAY 1

DAY 2

Shortly after arriving, you can go directly to see Main Street and walk along this beautiful street until you reach Sleeping Beauty’s castle. If you arrive at noon, then head to lunch first somewhere you have made a reservation so as not to waste time. For example, Café de Agrabah, just after entering Adventureland, a few steps to the left of the castle, or to Walt’s, an American restaurant situated just before you get to central square, or maybe to Plaza Garden’s Restaurant. If you are on a tight budget, I recommend Casey’s Corner at the end of Main Street, it’s fast and a little better priced!

To help your food settle it is worth spending a couple of hours walking around the park and locate each area on the map, you will thank yourself later for having done it! Walk through Fantasyland, go into the castle, stop to see the rock of the skull in Adventureland, and once you know where everything is, begin riding the attractions.

Remember to leave the busiest attractions to later in the day because there are less queues at night, as is the case for Space Mountain or the Big Thunder Mountain. For dinner, my recommendation is to eat at the Blue Lagoon or Auberge Du Cendrillon depending on your taste buds, but both are spectacular and not to be missed.

The following morning I recommend having breakfast while you take a look at the program for the shows at both parks so that you can decide which ones you don’t want to miss and plan around these, so you don’t miss any because you didn’t do your homework! You can get a timetable for shows at reception or when entering the park. There is also the APP that works just fine and will give you real-time countdowns to each spectacle. After breakfast, head to the Walt Disney Studio. It’s true that the attractions don’t begin operating before 10:00 AM, but if you get there early, you’ll be able to wander around the park beforehand or get in early to ride the most popular attraction without the need for a FastPass: the Crush’s Coaster. While waiting, one of the members of your group can use a FastPass for the other attraction with the second longest queue there: ‘Ratatouille: The adventure’.

Dedicate the day to see this park in its entirety by taking advantage of the FastPass so as not to waste your time. The park is not too big but it does have a great many



DAY 3

The last day will depend a lot on the timing of your return flights. My recommendation is to make use of the Extra Magic Hours so you spend two extra hours in the park walking around, climbing or re-riding the attractions. After this, give yourself free reign to go and see whatever you didn’t yet have time to or repeat something that you really loved.

I hope this outline is useful to you at some point. As a final thought, I should say that, contrary to what it may seem, I am not very much into planning holidays, and one of the charms of Disneyland is that it is a place that welcomes people discovering it by aimlessly wandering the grounds. The only thing that is really essential for this trip will be the desire to see new things and a want to experience the magic of the place. So let your inner child free and you will enjoy it enormously!

attractions that consume quite a lot of time, like ‘Moteur Action!’ and ‘Cinemagique’. This park closes its doors at 6-7 pm (depending on the time of year). This is an ideal time to head out to dinner, for example in the Village, you can wander around a little, take in the night atmosphere, disconnect from the attractions and have dinner because there is enough variety in the one place, and you can book in to take in the Buffalo Bill Wild West Show, which will make dinner even more enjoyable. Once this is over you have to head to Disneyland Park to see the light and water spectacle and the fireworks at the Sleeping Beauty Castle. Needless to say, it is a wonder to behold, and besides being the park’s closing attraction it is also the perfect end to the day and you will return to the hotel with a smile on your face.

THE ONLY THING THAT IS REALLY ESSEN-

TIAL FOR THIS TRIP WILL BE THE DESIRE TO

SEE NEW THINGS AND A WANT TO EXPE-

RIENCE THE MAGIC OF THE PLACE. SO LET

YOUR INNER CHILD FREE AND YOU WILL

ENJOY IT ENORMOUSLY!



> Are two days enough to see the whole park?

I would say that the ideal time to take advantage of the park to the fullest is three days. It is a fairly easy to get around the parks, although it is true that it will be practically im-possible to see everything 100%, to ride all the attractions, to eat at all the restaurants, to visit all the hotels, to attend all the shows... That will be an impossible task! What I do recommend is that you draw up a daily plan to get the most out of your trip.

> Is it worth staying at a Disney Resort hotel?

I would say yes. Obviously the price is not the same but a park like this, where every second is an experience, deser-ves this extra expense. Also, keep in mind that staying at a Disney hotel offers the possibility of enjoying the parks for an extra two hours each morning without the general pu-blic having access (Extra Magic Hours). This gives you the opportunity to see or ride a wide selection of attractions and visit the different areas with much less people. In addition,

you will be given a FastPass to gain time in attractions and queues.

> How should I organise my meals?

You should plan any meals you want to eat at any of the Dis-ney restaurants ahead of time. Obviously, you will find fast food stalls in the parks, but restaurants at peak times are quite full and this will rob you of hours of fun. The best op-tion is to plan where you want to eat ahead of time and make reservations before you arrive. You can book at the many of the most popular venues through your travel agency or by directly contacting the park. If you ask me, a must-see is the Café Mickey, where you will enjoy a varied menu surroun-ded by the most charming classic story tale characters. Take the chance to get some great pics with them! Do not miss out of a visit to the Disney stores. Each one has its own charms and themes. Worthy of being admired and photographed for their product displays, their store win-dows and their own uniqueness!

TO FINISH, I WILL OFFER YOU A SELECTION OF ANSWERS

THAT I CONSIDER USEFUL FOR THOSE WHO WANT TO DELVE

IN AND PLAN THEIR NEXT TRIP TO DISNEYLAND.



2100001837 - PREMIUM BACKPACKSIZE: 28 X 38 X 17 CM

2500000693 - DINNING SETSIZE: 22,5 X 14 X 8,5 CM

collection

https://goo.gl/s0ilDt

THIBAULT W Y

BU

SIN

ES

S in

tervie

w

MY PLAN IS

TO PUT THE

CUSTOMER

AT THE CENTRE

OF ALL

DECISIONS

BEING A MANAGING DIRECTOR IS NOT A JOB, IT IS A VOCATION

/tib’o w’ery/


Thibault Wéry was trained in Human Resources Management and has a Master’s degree from the University of Valencia in Spain in Business Process Planning and Management. After a first experience in Human Resources in Brussels, he worked in consulting for 5 years in Business processes, logistics and company organization in Valencia. During this experience, he was a consultant at Cerdá and finally joined the team in early 2016.

Belgian, sports fanatic and a lover of food. This is how Thibault defines himself at the beginning of an interview that promises high doses of sincerity, fun and dedication. A family man and resident in Spain for more than 8 years now, he is a lover of great and genuine challenges. Every day, in the charming town of L’Olleria, this young and promising Director does his best to reflect his immense commitment to his team, always guided by a set strategy and following a fixed course. Given the initial steps he has taken at the company, I would say that what lays ahead is a great promise of Business Managing. The beginning of this article touched on Thibault’s passion for sport, but, without doubt, he is even more passionate about his team’s projects.

> Tell us about yourself: what three words would define you?

T: Challenges. I love setting myself goals, both personal and about sports, like a marathon, a team-cycling race, or professional goals such as business challenges, training, etc. If I can also experience this set of challenges surrounded by people, and work with a motivated and ambitious team, then that’s even better!

Organization. I consider myself a fairly organized person, who plans a lot of events. Organizing my life efficiently allows me to do more things in less time and this makes me feel very comfortable.

Relationships. I am a very accessible person and I quickly trust the people around me. I like building sincere relationships with those around me. In the same vein, I can say that I love sharing personal stories and/or professional experiences with people.

> How do you face the challenges of being the CEO of Cerdá?

T: I face it with great enthusiasm, a great amount of drive and, at the same time, with a lot of respect. Leading a company with such talent and history is a fantastic experience, but as Spiderman would say: “with great power comes great responsibility.” There are many people behind the scenes at the company and it is my duty to think of, about, and for them. We must make the right decisions and very clearly define the way forward.

Taking advantage of the occasion, I would like to convey my gratitude to the Cerdá family. They have taken a gamble on me and because of this, I will not fail them. Infinite thanks for the trust they have placed in me. Sincerely, I believe

THIBAULT WÉRY, MANAGING DIRECTORCerdá


that apart from my management skills, what has really mattered in the decision that they have made are the values we share: from family to building relationships, through to honesty, the pursuit of quality, passion for work and an entrepreneurship spirit.

> Could you tell us what plans you currently have for the company?

T: I have many plans in mind, but I think there are two that particularly stand out:

1. The first is to put the customer at the centre of all our decisions. I firmly believe that this is one of the keys to success. More important than even the declaration of intentions, is to let this inform all our decisions. Every improvement, every investment should be designed so that the experience of being a Cerdá customer is increasingly pleasant and unique. Internally, at all levels, we try to think about them and do our best to satisfy them as much as possible. We are being very self-critical across all our areas (from Design, Marketing, Sales, Operations, Administration, Logistics, etc.) to ensure we continue to be innovating. It is also very important to adapt the value proposition we have with our customers to provide each of them with the solutions that they most need at the right time.

2. My second priority is the digital transformation of the company and the team. This is not science fiction, it is the reality and we must be current. As Cerdá is a company with a lot of history and so obviously was not born in the digital age, it must be transformed, which is much more complicated than if it had been created now in the connected and digital world that we all know. It is complex because we have to change habits, customs and completely reinvent the way we do things. At the level of information and processing speeds of orders, we are taking giant steps to

make the shopping experience fast and digital. And this is just the beginning…

> Tell us two of Cerdá’s main strengths

T: The first is the ability to innovate and improve. Cerdá is a company with a very proactive way of doing things and our employees have DNA that is constituted by a positive attitude and the desire to excel at their work. Every operator, every employee, every sales team member, cares and continuously seeks to improve and create value for the end

customer. This proactive behaviour has in the company’s DNA from the very beginning thanks to our founder, Pepe Cerdá. I am sure that this culture of change and this eagerness to improve is part of Cerdá’s success.

As a second strength, I would like to highlight the company’s values. For us, in regard to dealing with customers, suppliers, collaborators and employees, we build a closeness, honesty and transparency in our relationships. We like to have a relationship of mutual trust from the outset. This transparency, coupled with our tight knit relationships, makes us different and unique.

> What challenges do you currently face in your position?

T: I think the most important challenge is to keep myself up to date. I must know a little about everything and know what is to come in order to make decisions on aspects as varied as logistics, finance, marketing, sales, etc.

Once this is controlled, the most difficult part is what remains: guiding the entire company in the same direction and keeping the entire team motivated and focused on the same goals. I think of a company as a group of people travelling in the same direction, each in their respective cars. I am the driver in front and my mission is that we all


WHAT HAS REALLY MATTERED IN THE DECISION THAT THEY HAVE MADE

ARE THE VALUES WE SHARE: FROM FAMILY TO BUILDING RELATIONSHIPS,

THROUGH TO HONESTY, THE PURSUIT OF QUALITY, PASSION FOR WORK AND AN

ENTREPRENEURSHIP SPIRIT.


arrive at the same point together. Therefore, I must drive in a way that ensures no one gets lost and make sure that the cars at the back arrive on time to the right place.

I like this image very much because life is not only a question of always looking forward with your eyes set only on the challenges and innovations, but the key is to make sure that everyone is following you and that everyone, with their specific skills and talents, participates in defining the right path.

> If you could give some advice to the managers who are reading this, what would you tell them?

T: I think the best advice I can give them is to be humble. To be able to admit that it doesn’t matter how much experience and training we have, we know nothing. We must exchange and share ideas and information with other people, whether within the company or not. We must talk about what is current, train ourselves and above all, network with people from other sectors, whether in training, seminars, fairs or just meetings. These exchanges will help us to see what is not obvious and to develop new ideas. In an ever-changing world, it is our duty to ensure the continuous training of both our teams and of ourselves.

THE MOST DIFFICULT PART IS WHAT

REMAINS: GUIDING THE ENTIRE COMPANY

IN THE SAME DIRECTION AND KEEPING THE

ENTIRE TEAM MOTIVATED AND FOCUSED

ON THE SAME GOALS.



PRESENTLY, ONLY KIDS IS A GROUP OF STORES

FOCUSED ON MEETING THE NEEDS, DREAMS AND

WISHES OF LITTLE ONES.

ONLY KIDS STORE, A SUCCESS MODELby ÁLVARO ORTEGA

CA

SE cl

iente

Only

Kids

Store


Every entrepreneur, freelancer and professional dedicating themselves to the sale, sometimes (90% of our time) ponder what exactly the strategies are that could be implemented across their businesses that will build a path that leads us to the destination that we are all aiming to reach: success.

For many, success can translate into terms of sales, turnover and profits. For others, success is reflected in securing cus-tomer satisfaction and building a viable business model that will stand the test of time.

What works for one does not necessarily work for others, but taking note of models of success around often provi-des the required dose of motivation and strength to not just keep us moving forward but also to know that success is possible. For this reason, there is no better way than to un-derstand the model of success employed by one of the best licensed stores in our industry: Only Kids Store.

Presently, Only Kids is a group of stores focused on mee-ting the needs, dreams and wishes of little ones. It began operating out of a single store in the town of Chiclana de

la Frontera (Cádiz), but thanks to the courage they showed to invest in new products, such as textiles and footwear in addition to the gifts and accessories they have on offer, they were quickly gained a customer base which translated into

a growing demand that allowed expansion into a second store in the town of San Fernando. Since then, it has con-tinued growing with a new store opening in the capital of the province and there are expectations of new openings in the near future.

Only Kids Store offers its customers a wide range of pro-ducts. You can find almost everything at the stores, from gift accessories to everything needed in footwear and clo-thing to dress the kids in the family. They also stock all the school supplies a child needs for school. This is perhaps one of the most important factors that has led to their success - knowing how to take advantage of the opportunity you have

ONLY KIDS STORE, A SUCCESS MODELCustomer

FOR ME, THE IDEAL FORMULA FOR WOR-

KING AND PERSEVERING EACH DAY WOULD

CONSIST OF A MIX OF ALL THE ABOVE BUT

... HOW DO YOU ARRIVE AT SUCCESS?


when a customer is in the store. In only a single visit, cus-tomers are able to find all the products they need, without the store being an obviously specialty store and, in this way, seizing the opportunity to cross sell. For example, a mother who wants to buy school supplies for her child also takes the opportunity to purchase those other products that, sooner or later, she will need, such as shoes for the coming rainy days, or other footwear and textiles that are appropriate for a coming season, etc.

Only Kids Store knows how to appropriately manage mer-chandising and in-store product placements and, in this way, they facilitate the purchasing process, as well as satisfy the tastes and preferences of all its customers with different collections.

Only Kids Store, in addition to offering all the collections of the latest trends, also celebrates the classic licences that, in addition to short-term sales, will always represent guaran-teed and durable sale power over time.

We have to take into account one important factor: who is the decision maker when it comes to a purchase? If it is the child who is choosing, logically, he or she will lean towards the characters that are currently more popular, but if it is, for example, the mother or grandmother, the character pre-ferences will change. In this way, any customer looking for a specialty shop selling all the products that little ones genera-lly demand will know that this is where they will find them.

IF TO ALL THIS WE ADD THE POSSIBILITY

OFFERED BY SOME SUPPLIERS, LIKE CERDÁ,

TO INCREASE CROSS-SELLING BASED

ON COLLECTIONS COORDINATED UNDER

A SAME LINE OF DESIGN FOR SEVERAL

PRODUCT CATEGORIES, THE AVERAGE SALE

WILL INCREASE SUBSTANTIALLY, AND THIS

WILL ALSO MAKE WAY FOR CREATING WELL

DIFFERENTIATED AREAS IN THE STORE FOR

EACH CHARACTER, SOMEWHERE YOU CAN

DISPLAY THE DIFFERENT COLLECTIONS.



SO YOU MAY BE ASKING, WHAT ARE THE

REASONS BEHIND ONLY KIDS STORES BEING A

REAL SUCCESS STORY? THEY ARE A GREAT MANY

DIFFERENT REASONS, AND WE HAVE LISTED

SOME OF THESE BELOW:

> Backing new lines and investment, assuming the risks that this involves, so that they can include new categories of products that, a priori, do not form the bulk of their sales (initially).

> Offer different design lines or existing collections for each character, in addition to creating well-defined spaces, which allows cross selling of articles across different categories.

> It pays to have on offer all the current product licenses, both for those that are now on-trend as well as classic licenses, giving customers the image of “expertise” and sector knowledge.

> And, above all, it’s a reflection of the owner’s effort, perseverance and dedication to manage the business in a committed way and convey to their customers, in the same way that the employees do so well, the illusion and confidence that allows customers to have a great shopping experience.



TOGETHER FOR THESE

life ’ s little moments

THE MAGAZINE WITH CHARACTER

WWW.CERDAGROUP.COM

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