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Licensing Mirò the Cat ENG .pdf

Nome del file originale: Licensing_Mirò the Cat_ENG.pdf
Titolo: Licensing_Mirò_ENG
Autore: Caterina

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Mirò the Cat:
From the TV series to publishing
and licensing paper & digital
Cross-media project
Target pre-school
TV Series 26x7’

© 2015 Làstrego & Testa Multimedia Srl

Mirò the Cat
The multimedia project Mirò the Cat has developed from the imagination of the cross-media
artist Cristina Làstrego Testa, who by reassembling material, lace, old and new objects for
everyday use, has given life to original artistic creations.
The characters then pass over to printed paper, televised form, and tablets, without
losing their original material feel.

The animation studio Làstrego & Testa, puts educational and pedagogic aspects of
entertainment at the forefront, paying particular attention to image education.
Mirò the Cat project comprises of:
• An animated TV series “Mirò the Cat”, in production phase: co-produced with RAI
FICTION and SRF (Schweizer Radio und Fernsehen). Other TV networks have already
expressed interest in broadcasting the series (to see pilot click here).
• An iPad app “IdentiKat”, already produced and sold in collaboration with RCS – primary
target: 4-7, secondary target: female adult
• Website and social network already active:
• Didactic laboratory and interactive exhibition
• Licensing and publishing paper and digital

© 2015 Làstrego & Testa Multimedia Srl

Mirò the Cat: the TV series
Animation, 26 x 7', 2D digital cut out, target pre-school
The main character of the TV series is a blue cat called Mirò.
The series is at present in a co-production phase with L&T and SRF (Schweizer Radio
und Fernsehen) and RAI FICTION, with other TV networks already expressing interest to
broadcast the series.

In the milky white universe of Mirò the Cat, and around the Magic Box, from which allsorts of
things can appear, we meet up with lots of other characters. The events take place in an
unpredictable environment, created by original graphics and music, composed expressively in
dialogue with the animation. In each episode situations occur which can be faced by uniting
collective strength. each character contributes with their individual characteristics, and diversity
is seen as an enriching element in the group participation.

© 2015 Làstrego & Testa Multimedia Srl

Mirò the Cat: iPad app “Identikat”
IdentiKat is a digital app for iPad available on the App Store from December 2012, produced
by the animation studio Làstrego & Testa and the company Ovolab.

“Pure visual poetry. Get the imagination of the little ones flying! Fantastic app”

The app is a creative game for children which proposes the invention and sharing of cats
devised by using pieces of material, lace and buttons. “IdentiKat” contains not only a game
section, but also a social section.
From the interactive home area, children can access KatCut to put together puzzles made up
of Cristina's cats, and KatLab, a creative laboratory which provides a wide range of lace,
material and buttons, which children can use to make their own creations. KatShow allows
children to share their own work on all the main social networks or within the app gallery.

© 2015 Làstrego & Testa Multimedia Srl

Awards and Reviews
After only two weeks from its launch on App Store IdentiKat wins the Editor Choice Award of
the Children's Technology Review. Other awards follow and references on main sites and blogs
dedicated to digital applications. Identikat was the only Italian finalist at the Bologna Digital
Award 2013.

IdentiKat has received about 150 reviews from around the world. Best Apps for Young Brains: 92 out of a 100
“Editor's favourite”, “excellent for concentration and attention, creativity, music and art”.
Mashable: 8/10 for user friendly, 9/10 for educational value, 9/10 for entertainment.
Macitynet "Original graphics, a creative game which is not only suitable for small children, but
allows parents to play with them".
La Souris Grise: “Genial” “A superb App, original and creative, which encourages kids to share
the game experience within a group.”
PadGadget: “The attention to detail and the noteworthy design distinguishes the App from
classic children's games”
Aplicaciones Guru: “The entertainment possibilities are maximised with IdentiKat, whose
interactivity keeps children involved for a long period of time”.

© 2015 Làstrego & Testa Multimedia

Co-marketing with RCS-Corriere della Sera
In Italy the "Corriere della Sera" becomes a media partner of IdentiKat in June 2013 with
thematic campaigns in conjunction with special editions (Summer, Halloween, Christmas,
Carnival, Easter) via the channels of the Corriere (Corriere della Sera,, ipad version
of the Corriere library), other Corriere products, DEM).
The campaign has a global commercial value of above 300,000 euro.
Below are a few examples of the IdentiKat upgrades and the thematic campaigns.

© 2015 Làstrego & Testa Multimedia © 2015 Làstrego & Testa Multimedia

© 2015 Làstrego & Testa Multimedia

© 2015 Làstrego & Testa Multimedia Srl

Mirò the Cat: website and social network
The site, as well as providing an app support, also contains a section where
children can play “offline” with Mirò by downloading and printing the free graphic components of
the characters, which can be put together using scissors and glue.

© 2015 Làstrego & Testa Multimedia Srl

The users are invited to send their creations, which are then published in the section “Kat
Friends”. The proposal is that of returning to a manual dimension, integrating the virtual app
experience with the real world of the children.

The communication activity of the brand is constant on Facebook, Twitter, Pinterest,
Youtube. A gallery within the app allows everyone to share their creations with others. At the
moment there are more than 4,000 cats posted from all over the world.

© 2015 Làstrego & Testa Multimedia Srl

Mirò the Cat: publishing
and licensing paper & digital
Through the use of original graphics and Web visibility, the App Store, TV series, schools and
museums, the brand has the possibility to acquire value with licensing in sectors such as
publishing, stationery, and gadgets, educational toys/creative arts&crafts, clothing, toys,
emoticons, stickers, food etc.
Brand extension to consumer products is in a research phase, and is based on the competitive
advantage of an exclusive iconography, which is decidedly different to anything similar on the

Example of educational arts&crafts game

Box game with magnet test.
Tear-off tabs with cat pieces to put together on a soft metallic board.

© 2015 Làstrego & Testa Multimedia Srl

Proposals for clothing and accessories

Character tests on dresses/t-shirts

Rucksack tests

© 2015 Làstrego & Testa Multimedia Srl

Other proposals

Tactile rag doll

Mirò the Cat bag

© 2015 Làstrego & Testa Multimedia Srl

Emoticons & stickers

Examples of emoticons & stickers beginning with the characters

© 2015 Làstrego & Testa Multimedia Srl

Làstrego & Testa Multimedia
Francesco Testa - CEO
Via San Sebastiano Po, 7D - 10132 Torino
telephone +39 011 8990233

© 2015 Làstrego & Testa Multimedia Srl

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