1. EMRS – 27.08.2013 13:30 Welcome and brief introduction by the project group 13:45 Statement on the American retail market and a unique children’s concept by Shawn Parr, Kids77 USA, via Skype 14:15 Statement on Novotex’s experiences on the Japanese market with shop partnership by Lasse Simonsen, Novotex 14:45 Coffee break 15:00 Presentation on the Chinese retail market and children’s products by Kim Chan, Barca CHINA 15:30 Rounding off and updating by the project group Seminar 27.8.13 AGENDA

2. EMRS – 27.08.2013 -Project description -Constellation of the project group -Why Created4kids? -The retail concept -The business concept Contents Seminar 27.8.13

3. EMRS – 27.08.2013 Created4kids is a common retail platform for Danish children’s products The object is to create a shop concept focusing on experiences and edu-tainment. The remote market like China, where concepts with experiences are of interest are interesting. Other remote markets such as the USA and Japan will also be looked at. Concept description

4. EMRS – 27.08.2013 An initiative in the Region’s creative growth strategy which must develop the business areas of the future in the cross-field between the different creative sectors and between the creative sectors as a whole, and other private and public players. There was a round of applications in January 2013, where there are nine partnerships which, during 2013, will show new ways of realising the potential in the creative companies. Works to promote innovation and growth in small and medium-size housing, clothing and creative companies. Innonet applied for inclusion of the project Created4kids in More.Creative and was selected as one of the nine out of 78 projects. NEXT Phase 2 – late 2013: Selection of five of the nine projects The constellation Created4kids The project group

5. EMRS – 27.08.2013 Designs and produces concepts for the retail sector TASK: Design of retail concept. Production of equipment. Works to promote innovation and growth in small and medium-size interior, clothing and creative companies. TASK : Project management, networking, and applications for public funding Consultancy company specialising in administration, organisation and branding within the fashion and design sector TASK: Chinese company, business strategy Communication house with several bureaus, all with expertise within marketing and communication. TASK: Branding and communication platform. Partners in Created4kids The project group

6. EMRS – 27.08.2013 Why does Created4Kids have the potential for success? - Significant demand in the distant markets for new concepts from the West - Danish quality and Danish values are desired as “the good life” - Combining playing with learning is a unique concept which promotes creativity among children by providing something they don’t normally focus on. - High growth with many potential consumers - The concept is innovative and the Nordic countries have/Denmark has a unique DNA How will we achieve this success? - Strong branding through the Danish core values - Communication and partnership with Danish brands - Danish quality - Innovative shops - “experiences” - Strong project management and strategies - Strong partnership (network) - Work on several fronts, also via other commercial cultural activities in cooperation with the embassies and a common Nordic concept The foundation

7. EMRS – 27.08.2013 It’s difficult to break into remote markets. Many markets are having a strong retail structure where many Danish brands normally use wholesale sales channels. Together we’re stronger. -One common knowledge platform -One concept -Solidarity and communication -Strong branding -Strong strategy and management Together we’re stronger! The foundation

8. EMRS – 27.08.2013 MISSION Designed with love from Denmark - let’s explore, play & learn Result of the strategy tool INSIGHT: Children love to shop when they set the terms – and at eye height. They’re happiest in a universe where they move, are involved, become curious and play - altogether in an attentive interplay with parents and other children. Children inspire/ look up to adults and children a little older than themselves. The retail concept

9. EMRS – 27.08.2013 Setting target groups Target group: Children aged 0-10 Goal: Create a retail/e-tail platform to market in various remote markets. Concept: edu-/entertainment What should we brand? Danish values such as genuine democracy, play & learn, the world’s happiest people, broad-mindedness/confidence, the whole person, community/individualism, sustainability and design traditions. The retail concept

10. EMRS – 27.08.2013 and inspiration: The retail concept MOODS

11. EMRS – 27.08.2013 from the store: The retail concept MOODS

12. EMRS – 27.08.2013 The retail concept Shop layout

13. EMRS – 27.08.2013 from the store: Movement: Edu-tainment: Event: The retail concept EVENTS

14. EMRS – 27.08.2013 Value Proposition The consumer Consumer The brand The owner (shopping centres) Retail/ The Franchise Partner Business strategy

15. EMRS – 27.08.2013 BRANDS PRODUCTS/CONCEPTS LIFESTYLE SHOPPING EXPERIENCE Lego world The Venetian 2001 2015 Effect on retail operations SUPER BRANDS/ CONCEPT STORES MULTIBRAND STORES NOW NEXT!

16. EMRS – 27.08.2013 1) Brand Multi brand (testing) platform Increase revenues/export share Go to market without real/true brand awareness (more a label than a brand) Go to market without developed branded retail model (today mainly wholesale) Less pressure on revenue performance (m2 turnover) – you never have a second chance for a first impression – and yet: A second chance for a first impression Possibility to develop into stand alone concepts if proven to be a strong concept 2) Consumer Enhanced shopping experience Denmark as a shopping destination Danish (Children) Lifestyle Shopping Experience and Values Cross category shopping experience Event based Business strategy

17. EMRS – 27.08.2013 3) Property developer New strong concepts, innovative labels supported by lifestyle shopping experience needed to increase and drive traffic Looking for new concepts, not just super brands or stand alone mono store concepts Traffic generator: Increased traffic caused by commercial edutainment lifestyle concept – to the benefit of the entire shopping mall – traffic is a main issue and we can create overall traffic 4) Retailer/Franchise Partner New concept Possibility to exchange brands from the platform (more eggs in the basket) Shopping experience and edutainment is “next practice” Business strategy

18. EMRS – 27.08.2013 Economics - fee etc. SmallMediumLarge Size m2 net300-500800-10001500-1800 Brands253550 Business strategy

19. EMRS – 27.08.2013 Timeline Past June NOW August Phase 1 Oct./sep. Phase 2 end of 2013 Phase 3 beginning of 2014 Introduction to concept Market research Individual meetings Business caseNegotiation with Retailer/Own er Introduction to potential markets Adjusting concept Brand mixShop layout Development of concept DNA Production Commitment fee Test shop Business strategy