Dulce Lim-Chen is Vice President, Asia Pacific, of Cartoon Network Enterprises (CNE), the consumer products division of Cartoon Network. Based in Hong Kong, Lim-Chen is responsible for leading CNE’s mission of driving long-term value and financial returns for Cartoon Network’s well-established brands and merchandising programmes across the Asia Pacific.

Lim-Chen’s manages CNE’s various licensing businesses, including merchandise, publishing, home video products, interactive games, EST, promotions and events in 15 countries across the region. She is also responsible for the implementation of integrated network initiatives; third-party representation of brands and properties; and liaison with CNE’s divisions across the world on global planning and execution of such plans in the Asia Pacific region. Her vision is to introduce the highest quality and most innovative Cartoon Network products to consumers in Asia on as many platforms as possible.

A veteran in the licensing business, Lim-Chen holds extensive experience in consumer products, publishing and brand development with multinational media and entertainment companies in the Asia Pacific region. Prior to joining Turner, she was with Sesame Workshop as Vice President, Business Development, Asia Pacific, Sesame Street English, overseeing the planning and execution of the Sesame Street English strategy. Lim-Chen was with the Walt Disney Company for over nine years and headed the Asia Pacific Publishing business. She began her career, based in several countries, at Time Warner’s Publishing division’s sales and marketing offices.

L&S:  What does a typical working day for you look like?
DLC: No one day is typical for me which keeps me on my toes! The licensing & merchandise industry is a very dynamic where you need to stay ahead of the trends in consumer behavior, so I’m constantly on the look out for what’s new and what’s next.

I travel quite a bit and when I am on the road my day could be full of meetings from breakfast to dinner or more informal catch ups with our regional teams. And of course, I love to check in at various stores to see what’s hot in each market - I get a lot of inspiration by being immersed in the world of shopping malls!

Back in Hong Kong, my diary dictates my day which ranges from back to back meetings and planning or brainstorming new ideas for products. Like any business, we’re aware of the global economic uncertainty, so we also spend time working out ways to strengthen and "fire proof" our business.

I remind my team that work is a huge part of our lives and we feel passionate about what we do, so I always encourage them to live the Cartoon Network brand, inject fun into their day and ultimately feel a sense of accomplishment.

L&S: One of your many responsibilities includes introducing innovative CNE products to consumers in Asia. What would be some good examples of such products?
DLC: Wow – where to start? CNE has a lot of exciting products and we work closely with our licensees across Asia Pacific to ensure they are the best they can be. Our Ben 10 toys continue to be popular and regularly launch in exciting new formats, our Gwen girls’ apparel range is now very diverse; we have DVDs and books in stores from Melbourne to Tokyo and everywhere in between - including China and Indonesia. Cartoon Network’s  ticketed live shows, without fail,  excite not just kids but entire families as it’s a great day out for all.

L&S: How are you able to gauge the popularity and success of your merchandising programmes? Is it based solely on financial return or are there other platforms that measure this as well?
DLCWe measure success of our merchandise in different ways:  traditional financial metrics being the most obvious, as well as how well placed we are at retail. To give you a sense of the sales volume for Ben 10, this year we have sold 20 million units in South East Asia alone! He’s the number one boys’ action figure in the region, and kids just love him!

Personally, what I really love to see is kids being inspired by our toys in the playground, loving to wear a Ben 10 T-Shirt or carrying a Power Puff Girl Bag. That’s great feedback and I’m happy that we’re playing a role in entertaining kids!

What further initiatives can we expect from CNE in the coming months?
DLC: In addition to new toys, apparel and books, we’re working on some very exciting projects that will give kids a chance to get even closer to the Cartoon Network brand. We’re exploring the possibility of theme parks based in Asia, expanding our early language learning centres that we have established in Korea, as well as more live shows, both ticketed and in shopping malls. There’s never a dull moment at Cartoon Network!

L&S: On a lighter note, do you have any favourite shows on the Cartoon Network?
DLC: I’ve always loved Ben 10 and am really excited about our first CG-animated movie that will premiere in 2012. I also have a soft spot for some of Cartoon Network’s classic shows such as The Power Puff Girls and am looking forward to the premiere of our brand new comedy series, The Amazing World of Gumball on October 1.