Market Egmont is the major European publisher seated in . The company was founded as early as 1878 and nowadays, Egmont owns 139 companies in more than 30 countries worldwide. Nowadays, Egmont is the leading media company in Scandinavia and the greatest publisher of children’s books and magazines in Europe. Egmont’s media world comprises magazines, books, educational materials, movies, movie theatres, interactive games, game consoles, music, TV and numerous digital media. Egmont employs 6,800 and generates 1.4 billion euro revenue (in 2009). Apart from Europe, Egmont has companies in USA, Thailand, China and Australia. Egmont’s vision is to be a world renowned media house in entertainment, creating high quality entertainment for children and adults while they read, watch, listen and play. As a children’s book and magazine publisher, Egmont has been present in Croatia since 1995, operating as headquarters for the ex The magazine image and concept was designed by years, as well as by export, Yugoslavian countries. In Croatia, Egmont’s books a specially educated team of draftsmen and story- with a 157% increase during the are available in almost all places selling consumer tellers. same time period. goods: book stores, shopping malls, hypermarkets, In 2007, the managing director Bruno Barbić supermarkets, news-stands and on the Internet. Achievements was proclaimed the Manager of the year by In 2010 they published 130 different book titles In the last 11 years, Egmont has grown at a median CROMA (organisation of Croatian managers and in Croatian and 110 in other ex Yugoslavian annual rate of 23%. Since the founding in 1995, the entrepreneurs) in the foreign company category. languages. number of published books in the first five years In 2009, Egmont Croatia was ranked among In the children’s magazines market, Egmont was 20 to 40 per year with a circulation of 2,000 top 3 companies within the in the is publishing 13 regular publications in Croatian, copies, while in recent years they have published company of the year selection. among which are the most popular children’s approximately 150 book titles per year with an characters: Mickey Mouse, Barbie, Disney , average circulation of 6,200 copies. Dora the Explorer, Tom and Jerry. They publish Egmont is a leader in children’s magazine sales. 10 children’s magazines in Slovenia and 7 in Serbia. In 2010, they sold 865,000 copies of Egmont’s children’s magazines in Croatian. On the Slovene market they sold additional 476,000 copies and on the Serbian market they sold 466,000 copies. One of Egmont’s greatest achievements is the series of Disney’s classics, containing favourite children’s stories and well-known Disney illustrations. The series includes the following stories: 101 Dalmatian, Cinderella, King, Little Mermaid, Lady and the Tramp... After the first edition in 2004, publishing 12 sequels sold in the total circulation of 815,000 copies, the series was expanded to 20 stories. The reprinted edition also reached great success being sold in additional 550,000 copies. Following great success in Croatia, the edition was published by other Egmont companies. Up till now it has been published in the Slovene, Serbian, Montenegrin, Romanian, Hungarian, Polish and Swedish language. In the economically challenging 2009, Egmont achieved their record breaking year and a 56 million kuna turnover. Egmont’s export in 2009 amounted to 54% of total income, i.e. 4,140,000 euro. In the same year, when retail in Croatia fell by record 15.3%, Egmont managed to increase retail book sales by 8.5%. Even in the most recent Business.hr magazine’s list “Gazela 2010”, Egmont was proclaimed a Gazelle by total growth of 89% during last two

206 SUPERBRANDS parents, which combines TV campaigns, print ads, PR, prize games, promotional packaging, in-store promotion and events. Being the market leaders, Mickey Mouse and Barbie magazines are continually advertised with TV spots. In order to stimulate book sales, they carefully design the positioning book stands, which attract attention with their visual identity and are indispensable for promotion on all points of sale. Recent Developments In 2005 Egmont implemented the policy of ethical supply process management. Policy’s goal is to ensure that Egmont’s and their partners’ behaviour is in accordance with human rights, working conditions and environment management ethical standards. However, the mere formulation of written standards does not suffice; words need to be transformed into deeds. Thus Egmont cooperates with external consultants, who conduct regular surveillance of suppliers and business partners. Consequently, Egmont has been included in the dialogue with suppliers and business partners, solving potential issues together. Brand Values Nowadays children live in a world of adventures and stories about celebrities, superheroes and History nowadays they are represented in these countries real princesses. Our mission is to provide children Egmont’s history goes back to 1878, to the by the leading publishing companies. high quality entertainment, always within reach. modest and small flat in ’s suburbs. In 1994, they founded the company Egmont has been recognised by his partners A young typographer named Egmont Harald Egmont d.o.o. in Croatia, owned by the Egmont and readers as the brand with the highest level Petersen bought a simple manual printing machine Foundation and employing 5. The first book to of products and services. In their products, with the support of his mother. His vision and be published was the Lion King and the first magazines and books, they represent the classic diligence turned an independent enterprise into an magazine was Mickey Mouse. Nowadays, Egmont and current children’s brands, also represented by international media company and brought success. d.o.o. employs 29 and they are the leading world renowned companies. Disney is among the After World War II, the company began a children’s magazine and book publisher in Croatia top 10 world known brands, while Mickey Mouse, more intense expansion, primarily to German- and other ex Yugoslavian countries. Zagreb is Winnie the Pooh and Disney Princesses are widely speaking countries, and in 1980 they founded a the Egmont headquarters for Slovenia, Bosnia recognised brands by children and parents. company in Great Britain. After the fall of Berlin and Herzegovina, Serbia, Monte Negro and Wall, Egmont took advantage of the possibilities Macedonia. In 2005 they opened a branch office www.egmont.hr offered by the Eastern European market and in Belgrade, while distribution for Slovenia and Bosnia and Herzegovina is organised through local partners. Product Egmont’s portfolio comprises children’s and youth magazines and books. Nowadays, Egmont publishes 30 magazines in three languages and an average of 200 books per year. Magazines and books deliver interesting, educational and entertaining content for various age groups and interests. Egmont’s programme includes world renowned brands and popular THINGS YOU DIDN’T KNOW ABOUT... classical characters, such as: Mickey Mouse, Princesses, Winnie the Pooh, Barbie, Tom and Jerry, Hello Egmont Kitty and new heroes, such as Ben 10, Bakugan or Spiderman. 1,365,000 copies of 20 Disney Classics book titles The youngest can enjoy in Thomas were sold in Croatia and 1,190,000 in Serbia. the Tank Engine and friends, Bob the Builder, Chuggington or Šegrt Egmont Group publishes Disney’s magazines Hlapić. Their offer includes almost in more than 30 countries; with more than everything: from picture books, a million readers every week, Egmont is the colouring books, booklets with world’s greatest publisher of comics tasks and stickers, sound books, dictionaries to popular scientific and Partnership with Egmont represents the longest educational publications. partnership for the Disney Company Our publications primarily aim to entertain, but also stimulate learning, Every workday, Egmont Croatia publishes at least imagination and a child’s personal one issue of a magazine development. In the Egmont Group managing director’s office, Promotion they keep the coin that Egmont Harald Peterson, Every year Egmont invests the founder, found in the street on 15 May 1878, considerable funds in various forms when he went to collect his first printing house of communication with the readers. shipment. He was convinced that this For Egmont’s leading products coin would bring fortune to him and his they employ a unique promotional company. concept targeted at children and

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