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MGM's cat is tickled pink; as MGM celebrates the Pink Panther's 40th anniversary, Joanna Doonar investigates how it's planning to take the 'sophisticat' into new territories and continue to appeal to new generations.

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KEY LEARNINGS

* Using a brand's history can increase emotional engagement with consumers who are interested in the story behind a brand. Classic brands with a history can appeal to both adults and children.

* The same brand can be interpreted differently all over the world. Stay aware of each territory's perceptions and needs. For example, the Pink Panther (La Pantera Rosa) is female in Mediterranean Europe.

* Colour has strong emotional links with consumers. Ensure the colour of your brand conveys the right message. Pink Panther's trademark colour has enabled it to strike lucrative deals with companies who share the colour in their branding such as Thomas Pink.

* A character brand can be used as a company spokesperson for a range of businesses. It can add humour and familiarity to a potentially mundane message.

* Going back to the roots is an effective method to ensure a brand isn't being stretched tee thinly. The Pink Panther's 40th birthday is a chance for MGM to re-emphasise its status as a classic entertainment character, after years of being overexploited.

A 40-year-old with elegance and style is standing out this year. Associating with the likes of Piaggio Vespa and Thomas Pink, the globally recognised character with a multi-million pound business is mixing in the trendiest circles.

The Pink Panther, recognised both as an animated property in his own right and as a character in the Peter Sellers' films, turns 40 this April. To celebrate, it has teamed up with LA pop artist, SHAG, to develop a trendy, retro 40th anniversary styleguide. Adding to its classic and fashion ranges, where licensees include companies like Pizza Hut and clothes retailer H&M, the Pink Panther is stepping into high-end products to ensure its birthday goes with a bang.

Charlie Clementson, director international licensing, MGM Consumer Products, the brand's owner, says: "The Pink Panther may not be a 'must have' but globally it's highly recognised. It's a generic character which appeals to a broad market. It won't go away, it won't lose its awareness but it did need a twist to appeal to today's consumers."

SHAG has created artwork based on the Pink Panther from the original shorts (a classier four-legged cat) catering for a sophisticated market extending from 18-19 year-olds to those aged 55-60. The products in this range accompany those in the classic mass market and the high street fashion lines.

Together, the three separate...

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