The Bugg Report Magazine — Edition 40

’s Big Year!

Five of the global superstar’s 2022 highlights so far

She’s the adorable Blue Heeler from Queensland who’s captured the hearts of millions, and with a growing list of successes spanning the globe — from major partnerships, to colourful activations, to new series launches — Bluey is in for another big year.

For anyone who has been living under a rock since it launched in 2018, Bluey is the homegrown, Emmy award-winning, animated series that follows six-year-old Bluey, her family and her friends as she turns everyday life into extraordinary — and often hilarious — adventures.

The third series premiered in Australia in November 2021 to widespread acclaim and Bluey remains the number-one kids’ show in Australia across all age groups. Locally it’s won an ARIA, AACTAs, and the ATA Preschool License of the Year award two years running. Live stage show Bluey’s Big Play also enjoyed an incredibly successful run, selling out in theatres across Australia.

Overseas, Bluey screens in more than 60 countries, and on top of its Emmy, has garnered a suite of international awards, five-star reviews and a fanbase that includes Hollywood A-listers like Eva Mendes and Natalie Portman (who have also voiced characters on the show!).

One of the forces behind the might of the Bluey brand is BBC Studios, the creative powerhouse that heads up the show’s global distribution and licensing, and bolsters the brand with its 100 years of BBC experience and reputation for top-notch content. Here we take a look at five of the biggest projects BBC Studios has in the works with Bluey right now, with plenty more to come:

Heelers’ home listed on Airbnb

Fans around the world were gobsmacked when they saw the Heeler home “for real life” thanks to BBC Studios teaming up with Airbnb on their wildly successful “Only On” programme. Instantly recognisable features from the show like the bone-shaped chimney, Chattermax, garden gnomes and watermelon rug were lovingly recreated in painstaking detail to bring the iconic home to life. One lucky family were then able to book for a weekend – which included an afternoon of Duck-Cake decorating, and a tour of Ludo Studio. The team also created an interactive “Jam and Dance” online experience with a Bluey composer and Brisbane choreographer.

Photography credit © Hannah Puechmarin

BBC Studios’ Head of Brands and Licensing, Kate O’Connor, says this one was all about giving back to the fans. “We were blown away by the reaction. The fans were so excited to see Bluey’s house in 3D and it’s really opened our eyes to how popular a permanent ‘for real life’ attraction would be.”

Hot New Toy – Dancing Bluey

Colgate

In its 140+ year history, Colgate has never partnered with an Australian brand – until now. Bluey manual and power toothbrushes and toothpaste in fully recyclable tubes hit the shelves In Australia from March. For Kate and the Bluey team, it was a major coup: “Partnering with a global name like Colgate just goes to show the strength and reach of the brand — we’re very proud of this Aussie first.”

Pauls Dairy

With calcium-rich custard and yoghurt products already on shelves, Pauls have added another Bluey product to its range – new Banana Custard, which hit supermarkets in March. “Pauls dairy ticks the allimportant healthiness and flavour boxes, which are vital for Bluey food products. We’re excited to explore even more options in the FMCG space,” says Kate.

New Global Deals

With the show now screening on almost every continent, spurred by a BBC Studios-brokered deal with Disney, Bluey products are in increasingly high demand internationally. Cue some major deals with big hitters like Crayola and VTech. Crayola products are on track to hit shelves from April; first up will be Color and Sticker, Giant Coloring Pages, and Color Wonder. VTech’s initial lines will include an electronic book, role-play watches and a play phone, with product expected to launch in Australia and USA near the end of 2022, followed by future roll outs in the UK, France, Canada and New Zealand. “It’s further testament to Bluey’s universal popularity that we’re able to forge these partnerships with major global players,” says Kate. “We strive to partner with brands that are a natural fit, like Crayola – anyone who watches the show knows Bluey and Bingo love to draw!”

One of the hot new big-ticket items for Bluey in 2022 will be Moose’s Dance and Play Bluey – set for release in August. For the first time, Bluey will come to life in an interactive way, with three different activities: talking, singing, and dancing. Aimed at three-tofive year olds, Bluey says 55+ phrases, stands on one leg and dances up a storm in “Dancemode”, sings four songs, and even plays games — including “Statues”, when a key word makes everyone freeze in their place.

2022 has already been a wild ride for Bluey, and with further exciting announcements to come, and the second set of Series 3 launching later in the year — featuring more iconic characters, Aussie scenes and guest voices — Bluey’s big year is set to deliver even more big surprises… So watch this space!

Bluey Fans Show The Love

Fans Recreate Bandit’s Infamous Duck Cake

Home bakers across Australia attempted the Women’s Weekly Duck Cake recipe after it featured in the Series 2 episode ‘Duck Cake’.

Hay Bales in Adelaide

Passing drivers’ smiles lit up on seeing these Bluey hay bales in paddocks in the Barossa Valley.

Traffic Signal Box in Brisbane

One for the fans… Ludo Studio, the team behind Bluey, worked with Artforce and Brisbane City Council to ‘Bluey-ify’ a local Brisbane electrical box.

Here are just some of the ways fans have paid homage to their fave show.

From The Editor

RETURNING TO THE NEW NORMAL

After enduring more than two years of modifying our messaging to the market, it finally looks like we may now be returning to some more normal times.

Human nature is a funny thing, it takes time for people to change the habits that they have become used to and indeed it takes time to make a return to the things they were doing before the impact of a global pandemic.

The Australian Toy Hobby and Licensing Fair will again be virtual in 2022. For a variety of reasons, the Australian Toy Association was put in a position where our physical show was just not possible this year.

As restrictions ease and governments realise that we must make plans to live with this virus in whatever strain it becomes, we all need to plan to return to our offices, come back to shows and be with our colleagues and peers.

There is no doubt that the new licensing landscape will look different from what it was. There may be shows which do not return and companies will certainly think carefully about how they plan their travel.

Retail continues to be challenged on all sorts of fronts which has seen innovation and transformation seemingly become the best method to create a safe and inviting experience for the consumer. We are seeing bricks & mortar retail operations think carefully about their viability and what their business models need to be for the future. I recently saw Nike launch a new 3D billboard in Tokyo — a sign of things to come? We are constantly seeing global retail brands being acquired and reconfigured to cater for the new market.

Managing Director — Tony Bugg tony@buggsolutions.com.au

Editor & Designer — Matthew Bugg matt@buggsolutions.com.au

Published by Bugg Marketing Solutions info@buggsolutions.com.au PO BOX 491, Berwick VIC 3806

There is one thing I know, advertising your brand or product with a sound media partner possessing good distribution and engaging content is still important. To be in front of the industry with sound messaging is more important today than it ever has been.

The Bugg Report continues to focus on partnering with progressive organisations and our commitment to original content and impactful content is key. During 2022 we remain committed to bring our physical publication back to shows and to continue to develop our online messaging.

We are planning new products and are keen to hear from you with your suggestions.

Partner with The Bugg Report, we want to help you grow and also, don’t miss our brand-new magazine — The Toy Universe!

Enjoy this edition and thanks again for reading!

Advertising — bookings@buggreport.com.au

Feedback — editor@buggreport.com.au

Media — media@buggreport.com.au

VBM APPOINTED BY FIFA FOR WOMEN’S WORLD CUP

Australian based sport licensing specialist Velocity Brand Management (VBM) has announced today that it has been appointed by the Federation Internationale de Football Association (FIFA) has appointed as their exclusive licensing agent in the Australian and New Zealand market across all FIFA properties including the upcoming FIFA Women’s World CupTM to be played across Australian and New Zealand soil from 20 July to 20 August 2023.

VBM has been appointed to manage the licensing and retail program for the FIFA Women’s World Cup 2023TM and the FIFA World Cups in 2022 (Qatar) and 2026 (USA, Canada and Mexico), the FIFA Trophy Collection and the recently launched FIFAe program in the Australian and New Zealand markets.

READ MORE

MUMPOWER TO RELEASE RESEARCH RESULTS AT TOY FAIR 2022

Mumpower, Australia’s leading agency shaping brands that speak to Mums, will reveal exclusive insights at the digital event (Monday 28 March to Friday 1 April), from data gathered from Mum-shoppers and Mum-influencers.

Founder and Chief Growth Partner Christie Nicholas will present two webinars, designed to fast-track revenue and relationships for brands that target Mums.

READ MORE

BLUEY FIRST AUSTRALIAN BRAND TO STAR ON COLGATE PRODUCTS

Bluey has become the first ever Australian brand to feature on Colgate products, with BBC Studios and the global oral care company teaming up to launch a range of toothpaste and toothbrushes, available now. Colgate joins an esteemed list of brand partner deals inked by BBC Studios’ ANZ team, including Bonds, Peter Alexander, Pauls Dairy, Smiggle, Wahu and Adairs.

READ MORE

FIFA WOMEN’S WORLD CUP 2023TM

FIFA WOMEN’S WORLD CUP 2023TM

LICENSING AND MERCHANDISE PROGRAM – EXPRESSION OF INTEREST

The FIFA Women’s World Cup 2019 was a defining moment. Having garnered over one billion viewers and inspired thousands of new footballers around the world - Women’s football has become an unstoppable, global cultural movement. With FIFA continuously propelling the women’s game higher, further, faster, the FIFA Women’s World Cup 2023TM will no doubt be an unforgettable experience.

It is not just a tournament; it has become a symbol.

The FIFA Women’s World CupTM is the defining event in women’s football, a global women’s sporting event that brings a true sense of excitement and enjoyment to the millions of fans who will experience the world-class event that is the FIFA WOMEN’S WORLD CUP 2023TM

In July 2023, the FIFA Women’s World CupTM is heading to Australia and New Zealand and will be the spark of inspiration that inspires a new era of women’s football. Taking place in the heart of two vibrant countries that champion equality, community and diversity, this tournament will unleash the power of football on a global scale. FIFA Women’s World Cup Australia & New Zealand 2023TM promises to forge a new future that will go BEYOND GREATNESSTM and this is your opportunity to be involved in the single biggest women’s sporting event in the world.

Women’s football is the single biggest growth opportunity in football today and this is your opportunity to be part of a world class licensing program for the biggest event to be hosted in Australia and New Zealand in 2023.

For more information on the FIFA Women’s World Cup 2023 Licensing Program, click here to learn more and get in contact with VBM.

AUSTRALIA AND NEW ZEALAND JOINT CO-HOSTS SHOWCASING THE BEST TALENT IN WOMEN’S FOOTBALL IN 2023.

• 32 teams – with Australia and NZ guaranteed qualifiers

• 64 matches in 9 host cities / 10 venues

• 1.5+ million fans to attend with a 1.1+ billion global TV audience

Women’s football has become an unstoppable, global cultural movement and this is your opportunity to join the new era of women’s football.

For licensing and retail opportunities, contact:

Elisabeth Vitale

licensing@vbmglobal.com

For more information on these amazing new releases, please contact us, we’d be delighted to hear from you. Connect with us on social media or visit our website

Market Wrap by Jasnor Australia

We are well into 2022 and Jasnor is continuously committed to creating magical play experiences for children through our innovative toys and in-demand brands. It’s certainly been an exciting start to the year and with the support of our wonderful long-standing suppliers, our dedicated team members, and our willingness to adapt in these uncertain times, we have carefully curated a thrilling line up for 2022. From evergreen properties and exciting new on-trend toys, to classic, collectible gift brands, we have you covered with our amazing showcase of new additions.

We are super-excited to introduce Doctor Squish, the most popular Squishy Maker in the world! You can find her on YouTube, TikTok, Facebook and Instagram with over 1.3 billion views! Doctor Squish loves to find the best squishy toys to see what's inside, loves making her own squishies and now has her own DIY squishy maker! With the easy-to-use Squishy Maker, kids can create their own Squishy and decorate it with sparkles, glitter and coloured ink. Everything needed is included in the pack for an enjoyable squishy experience.

Marvel Battle Cubes were born from the hot trend of fidget items, with the goal of satisfying the need of having a cool and trendy licensed toy. The MARVEL Universe is a property that perfectly fits with the rock, paper, scissors play pattern, which is why the combination of the fidget cubes, combined with the popular characters has gained a huge number of fans worldwide. In addition to the thrilling toy, there is an app available where kids can challenge others and play with the virtual battle cubes, and also unlock exclusive content! So, get ready to unleash the true power of Marvel Battle Cubes! Kids choose their hero, set the strategy and begin the battle! There are 48 tokens on the battlefield to collect.

This year, Peter Rabbit celebrates 120 years of mischief! To celebrate the 120th Anniversary, Jasnor is pleased to showcase a stunning collection of classic plush soft toys and décor inspired by the characters from the iconic Tales written and illustrated by Beatrix Potter. The new classic plush collection features Beatrix Potter's most appealing characters. Each character is 25cm in height and features embroidered detailing, super-soft premium plush, making them the perfect gift for the young and young-at-heart Beatrix Potter fans!

The Wiggles are back in town with their highly anticipated return to stages around Australia commencing in February 2022, with their exciting new Fruit Salad TV Big Show arena tour! Delighting fans young and old, the new yellow Wiggle, Tsehay (pronounced "SE-hi"), has joined the other core Wiggles - Anthony, Simon and Lachy. Her name means sun and she has a very positive and bright attitude. Just like the newest Wiggly performer, Jasnor’s brand new 40cm Tsehay plush doll wears the yellow skivvy and a sunflower headband, teamed with her smart shiny black pants with yellow stripes. Tsehay loves to shuffle dance and salsa dance and this cuddly doll features her in an action pose with her arms raised. Children will love to play and cuddle their newest Wiggly friend, Tsehay!

The range also includes a classic jumbo Peter Rabbit plush which stands at 90cm tall — a perfect showpiece for any nursery, playroom or eye-catching in-store statement piece! The new range of Peter Rabbit room décor includes bookends, a money bank, frame set and calendar cube, to bring the magic and mischief of Peter Rabbit to a new baby’s nursery.

In addition, the new, refreshed Wiggles Mini Plush Collector Set features five favourite performers from the world's most popular children's entertainment group — Simon, Anthony, Lachy, Tsehay and Henry the Octopus! Perfect as a gift for Wiggles fans, these mini plush toys measure 20cm in height and feature accurate character references including detailed facial features and their instantly recognisable Wiggly outfits. Presented in an open gift box, this set is sure to capture the attention of Wiggly fans on shelf.

Go on an adventure, take a stroll in the deep dark wood and recreate the classic tale of The Gruffalo created by Julia Donaldson and Axel Scheffler! The Gruffalo Story Time Character pack includes five figurines- The Gruffalo, Fox, Owl, Mouse and Snake and is robust and designed for child safe play. The figurines feature articulated action for hours of fun! The perfectly detailed figurines are true to the animated film and makes an eye-catching collectible display.

Market Wrap by Haven Global

HELLO KITTY TOWN → DARLING SQUARE, SYDNEY

What a way to kick off the Lunar New Year — Haven’s incredible Hello Kitty Town event officially launched in Darling Square, Sydney on 29th January 2022! The three-month long event offers an immersive outdoor Sanrio art gallery for all to explore. Visitors can then take a tour of discovery through Hello Kitty Town and experience a range of bespoke foods, drinks and merchandise available at the precinct restaurants and shops!

← TOKIDOKI X BLACKMILK

Haven’s incredibly exciting, first-ever tokidoki x Black Milk Clothing collaboration launched in February 2022! The 'Sometimes...' 17-piece collection featured outrageously cool prints and designs inspired by tokidoki's most iconic characters Unicorno, Mermicorno, Moofia, Cactus Pets & more! For the first time ever, BlackMilk have also included backpacks as part of their range!

KEITH HARING X COTTON ON →

One of Haven’s largest and most exciting programs to-date; the Keith Haring x Cotton On Group collaboration launched across Cotton On and Typo stores globally! The epic 100+ piece collection of apparel, sleepwear, accessories and homewares paid homage to the late, legendary New York artist who revolutionised the art world.

GRINCHMAS 2021 →

Haven have grown The Grinch brand to record heights — celebrating ‘Grinchmas’ bigger and better each year, expanding to every tier of retail. Haven continue to successfully launch multiple Christmas programs simultaneously with retailers, by ensuring each of the ranges display a different handwriting. The Grinch has fast become the ultimate Christmas brand at retail — Peter Alexander (for a 5th year running), Cotton On, Jay Jays, Big W, Target, Kmart and Best & Less continue to participate with programs each year — with matching family sleepwear being the must-have product for the festive season. Cotton On in particular celebrated Grinchmas in a HUGE way in 2021 — launching over 50 SKUs across family sleepwear, kids tees, babywear, bedding, accessories and gifting! The extensive Grinch range marked a first for Cotton On — who just the year prior launched a single Grinch t-shirt.

AVATAR X CULTURE KINGS →

Haven mastered all four elements with their very first Avatar streetwear collaboration with Culture Kings! The collection completely sold out within 5 days of launch, and was such a success that a full restock had to be planned for release the following week!

GARFIELD X PETER ALEXANDER ↓

Love was in the air with Haven’s Garfield x Peter Alexander collaboration! Launched just in time for Valentine’s Day, the collection included over 30 SKUs for the whole family, and featured Cupid, Comic Strip and of course Lasagna designs.

MIZZIE THE KANGAROO

Award-Winning Australian Fun educational Children’s Toy Brand Mizzie the Kangaroo brings Iconic Australian destinations to the world stage with 3 NEW Mizzie Collectible Puzzles!

Much-loved and admired Home of Australia’s Original Natural Teething Toy® and Educational Toys brand Mizzie The Kangaroo is on a global mission to help children grow and develop through fun. And now, Mizzie brings her focus on fun and education to her brand new range of Mizzie Collectible Puzzles - Hopping Around New South Wales; Hopping Around Queensland; and Hopping Around Victoria

This brand NEW range of Mizzie Collectible Puzzles features 3 Iconic destinations from across Australia’s East Coast including landmarks and sights from Queensland, New South Wales & Victoria.

Designed for children 3 years+, this trio of perfectly portable and minimally packaged Mizzie Collectible Puzzles feature a unique Aussie destination from each of the east coast states on it’s very own 25cmx 25cm puzzle.

Each Mizzie Collectible Puzzle contains a vibrant 16 piece double sided puzzle designed to capture little ones imaginations and help them develop through fun! All Mizzie Collectible Puzzles have been crafted using 1.5mm thick board so little hands can grasp the pieces, colourful designs to stimulate children’s learning and help them remember the patterns and iconic imagery to capture the spirit of a few iconic Australian destinations.

Mizzie prides itself on producing products that are natural, sustainable, eco-friendly and purpose-driven. It is their mission to think of ways to have a positive impact on children’s development, the environment, the community and the future of Children all over the world. This means that our unique range of products for children is designed to stimulate the senses, develop fine motor skills, teach cause and effect and encourage a love of reading and singing while also helping little ones build their foundations for life long learnning.

“Since launching Australia’s Original Natural Teething Toy® Mizzie the Kangaroo, my passion and drive has been fueled by creating new products where Mizzie can help develop children through fun!” says Founder Sandra Ebbott. “Our range of NEW Mizzie Collectible Puzzles are perfectly suited to travelling families or those who have a love and curiosity for exploring their world and have been carefully designed to help children “roadtrip” to some iconic destinations we have at home in Australia. Better still, we’re releasing them just as our interntional borders are opening to travellers from across the globe once more and this means we can share Mizzie and our iconic Australian landscape destinations with visitors once more!”

Our Mizzie Collectible Puzzles range includes: Mizzie Collectible Puzzles - Hopping Around Queensland, Mizzie Collectible Puzzles - Hopping Around New South Wales and Mizzie Collectible Puzzles - Hopping Around Victoria.

Mizzie the Kangaroo products are now available in retailers across the globe. Our Mizzie Collectible Puzzles will be exclusively available to our Australian community first via our online store and retail partners.

For more information, please visit — www.mizziethekangaroo.com and @mizziethekangaroo

↑ Mizzie The Kangaroo Hopping Around Queensland Puzzle

UNLEASHING THE OUR BIGGEST

THE POWER OF

FRANCHISES

PARAMOUNT UNLEASHING THE POWER OF OUR CONTENT

CONNECTING WITH EVERYONE, EVERYWHERE.

As a global content powerhouse made up of over 140,000 television episodes and more than 3,600 film titles – Paramount Global is committed to delivering premium, culturally relevant programming for all ages across our platforms worldwide.

With a shared vision and shard strategy across our global ecosystem, we continue to unleash the power of content and connect with billions of people – through our studios, networks, streaming services, live events merchandise and more.

Our studios create content for all audiences, in every genre and format, while our networks and brands forge deep connections with the world’s most diverse audiences.

With the collective power of our global assets including our rich portfolio of brands - CBS, Showtime, MTV, Comedy Central, BET, Nickelodeon, Smithsonian, Paramount Pictures, Paramount+, Pluto TV and more - Paramount is the pre-eminent home to, and producers of, the world’s greatest content.

On a local linear level, Paramount has cemented its position as leaders in escapist entertainment, with tentpole programs such as I’m A Celebrity…Get Me Out Of Here! MasterChef Australia, Have You Been Paying Attention?, Australian Survivor and The Dog House Australia all delivering strong audiences in key demographics for Network 10 in 2021.

In 2021, Network 10’s digital audience grew with 10 Play experiencing its biggest year ever. Free to air channels continue to present positive results and growth, with 10 Shake up 23% and the number 1 commercial multi-channel in kids in daytime. 10 Peach is the #1 commercial multi-channel in 16 to 39s, and 10 Bold is #2 in total people.

Across Nickelodeon, Nick Jr. and 10 Shake, Paramount boasts the #1 commercial kids’ channels on television, commanding a 77% share of daytime kids’ commercial TV channels viewing.

And Paramount is still the #1 kids’ subscription network. 2021 saw, for the sixth consecutive year, the Nickelodeon Networks ranked the #1 kids’ network within Pay TV homes. While PAW Patrol remains the #1 licensed pre-school brand globally.

Paramount has an extensive content pipeline ahead with new series planned through our eco-system, across linear, streaming and broadcast platforms, as well as theatricals and short form content. We are more focused than ever on kids and families, but our revolution to an entertainment powerhouse across multiple demographics and platforms is accelerating as we expand our content portfolio and serve every kind of audience.

Across 2022 there will be more investment in priority franchises which will see our favourite rescue pups on a roll for more action with the premiere of PAW Patrol season nine and PAW Patrol: The Movie. The first movie for franchise Blue’s Clues & You! will debut and the Star Trek Universe expands with all new episodes of animated kids’ series Star Trek: Prodigy and the premiere of the new live-action series, Star Trek: Strange New Worlds.

With the successful launch of Paramount+ last August, which has surpassed all expectations – investment in streaming will be at the forefront as we commission more premium content to complement the broad range of local content on our linear and on demand services.

Iconic and hugely successful global franchise NCIS will be heading down under, with NCIS Sydney going into production in 2022.

This landmark production will be the first-ever international series from the global franchise and will launch exclusively on Paramount+ and Network 10 in Australia, while debuting internationally on Paramount+ in 2023.

Beyond digital and linear platforms, we are also scaling and creating impactful live events and location-based experiences to engage with our audience and fans; providing them the environment to experience their favourite shows and immerse themselves with our brand franchises.

A MOUNTAIN OF ENTERTAINMENT

A mountain of entertainment. The most iconic stars and unique stories. The best of live sport, blockbuster movies, exclusive and original series.

THIS IS PARAMOUNT+

Now available in 25 markets, with 32.8 million subscribers as of the end of last year, Paramount’s leading SVOD service has earned global recognition from the industry and consumers alike.

One year since the launch of Paramount+ and almost seven months since the platforms launch in Australia, Paramount+ has become the fastest growing streaming service provider in Australia.

Featuring an expansive library of original series, hit shows and popular movies across every genre from our worldrenowned brands and production studios, including extensions of Paramount’s largest franchises such as SpongeBob SquarePants, PAW Patrol, Star Trek Universe, Blue’s Clues & YOU!, South Park and so much more!

Since the Australian launch in August 2021, the performance growth of Paramount+ has exceeded monthly estimates, with local subscriptions rising at a rate of over 30 percent every month. Weekly coverage of the Isuzu Ute A-League Men and Liberty A-League Women is the most viewed content on the service. While kids and family content including PAW Patrol, SpongeBob SquarePants and iCarly have generated millions of video views since launch.

In 2022, Paramount will escalate investment in streaming as Paramount+ commissions more premium and exclusive content.

The hugely successful PAW PATROL: THE MOVIE, will premiere in the coming months. The Star Trek Universe is expanding with brand-new episodes of the Paramount+ original animated kids’ series - Star Trek: Prodigy and the original live action series, Star Trek: Strange New Worlds is set to premiere in May.

Paramount+ will continue to stream a selection of special events from the South Park franchise, including the 25th anniversary season. And beginning in 2025, Paramount+ will become the global streaming home for the full catalogue of South Park episodes, movies, and made-for-streaming movies.

The hugely popular, original sitcom – iCarly will return for season two and just in time for the Godfathers 50ʰ Anniversary, the new limited series, The O er, will premiere in April.

Plus, Nickelodeon’s iconic 25-year-old franchise Blue’s Clues & You! is headed to the Big Apple in Blue’s Big City Adventure, a new movie that brings together generations of history with all three Blue’s Clues hosts appearing in together, and lands on linear and Paramount+ in late 2022.

And this is only the tip of the mountain of entertainment, with an array of new series, specials and movies planned throughout the remainder of 2022 and beyond.

DISTINCTIVE BRANDS UNMATCHED REACH

PRE-SCHOOL POWERHOUSES

PAW PATROL:

PAW Patrol is on a roll as it continues to be the #1 preschool toy property in Australia.

Adventure City is here, and the Pups have o cially ventured outside of Adventure Bay to a brand-new frontier: the big screen. PAW Patrol: The Movie, produced by Spin Master Entertainment, premiered in August 2021 and was a box o ce smash delivering more than $144 million worldwide with sustained movie momentum in Q4 with the EST and DVD release.

In 2022, we will build on this momentum. We plan for PAW Patrol to remain top dog in the eyes of both kids and parents through our commitment to content.

Season 9 includes exciting new content themes throughout 2022. As always, they will be supported across Paramount owned and operated channels and will inspire PAWsome new marketing and retail programs.

And if that wasn’t enough, in 2023, PAW Patrol will be celebrating an epic milestone with its 10ʰ anniversary as well as releasing their second global theatrical release,

PAW Patrol: The Mighty Movie debuting in theatres October 2023.

BLUE’S CLUES & YOU!:

It was a big year for everyone’s favourite puppy, Blue in 2021. We celebrated the 25ʰ Anniversary of Blue’s Clues in true Blue style and generated a staggering 3.7b press impressions.

A one-of-a-kind nostalgic music video titled “You Can’t Spell Blue without YOU,” featuring Blue’s Clues & You! star Josh Dela Cruz and former Blue’s Clues hosts, Donovan Patton and Steve Burns, alongside real-life fans from various generations who grew up watching the series, “BLUE” up the internet.

Blue’s Clues & You! has launched to huge success globally. Already a ratings smash on channel, we have also now successfully launched our toys and consumer products all over the world.

Despite the numerous challenges posed by the pandemic, our partnership with JustPlay kept Blue front and center at retail.

Season 2 is set to premiere in April on 10 Shake with Season 3 launching on Nick Jr in mid-2022. We will continue to focus on core themes of the show “Play to Learn”, “Interactivity” and “Music” and will weave these into all stunts and special across Nick Jr and free-to-air platforms in Australia and New Zealand.

Blue’s Clues & You! continues its multi-platform approach to reaching pre-schoolers on every platform. In February 2022, the launch of Nursery Rhymes content on Blue’s YouTube channel saw Blue and the gang as you have never seen her before, reimagined in 3D.

BABY SHARK:

Pinkfong’s Baby Shark has become the world’s first-EVER video in YouTube history to reach 10 billion views, cementing its status as the platform’s most-viewed video of all time.

The launch of Baby Shark’s Big Show! this past year has transformed Baby Shark from a digital Fin-nomenon to a multi-platform franchise. Baby Shark’s Big Show! is already making waves in Australia, ranked as #2 program on Nick Jr in 2021. In 2022, Baby Shark’s Big Show! continues to swim into action with linear stunts and specials and free to air launching in March.

Consumer products are already making a splash at retail, and we have an array of creative assets to really bring the products to life in store.

All fins on deck for 2023. With a feature-length film in development, we are only just beginning with Baby Shark’s incredible adventure.

SANTIAGO OF THE SEAS:

Shiver my timbers, it’s time put on your pirate hats as we go on a new adventure with our newest pre-school property, Santiago of the Seas

Santiago is a story about a good pirate captain who leads his loyal crew on daring and magical adventures. They protect their home island and keep the high seas safe from bad pirates. At the heart of the show is pirate adventure and enchanted surprise, with a curriculum centring around Latino Caribbean culture and Spanish language.

Santiago is on the right track and has launched on Nick Jr. in Australia and New Zealand, heading to free to air platforms later this year as Season 1 is currently available on Paramount +.

Knowing how much kids love pirates, when Santiago hits shelves, we will be giving this favourite play pattern a whole new twist. Keep a look out for product hitting shelves from our toy partner Mattel in 2023.

As we sail through the next few months, we will continue to build momentum for Santiago with new content and marketing support as well as placement at retail. Santiago is everywhere that kids and families go. Adventure awaits amigos!

MULTI-GENERATIONAL ICONS

SPONGEBOB:

SpongeBob SquarePants has been a fan favourite for over 20 years and audiences can’t get enough of this top-rated iconic series.

The SpongeBob universe continues to expand with all new spin o s and movies. First up, we have Kamp Koral: SpongeBob’s Under Years, the first-ever SpongeBob SquarePants spino . In this CG-animated prequel, 10-year-old SpongeBob SquarePants and his pals spend their summer building underwater campfires, catching wild jellyfish, and swimming in Lake Yuckymuck at the craziest camp in the kelp forest, Kamp Koral.

Next, we have the second half of Season 13 from our core SpongeBob SquarePants series. And finally, The Patrick Star Show, which aired in Australia in December 2021, the second spino of SpongeBob SquarePants follows a younger Patrick Star living at home with his family, where he hosts his own variety show for the neighbourhood from his televisionturned-bedroom.

All this amazing new content has provided the perfect opportunity for driving momentum across key CP categories as well as Global collaborations for fans of all ages.

GARFIELD:

Garfield is the most widely syndicated comic strip in the world and this pop culture icon has over 40 years of cat-itude.

In 2022 we will engage Garfield fans through global and local collaborations, with new product ranges targeted at Millennials 18 – 35 as our core focus and kids as Garfield apparel spans all genders and generations.

Garfield has lots of new collaborations coming in 2022, including a Peter Alexander Valentine’s Day execution which landed in store February ’22.

In 2023, we will be celebrating Garfield’s 45ʰ anniversary as we continue to reignite this feline’s mass fandom – expect a huge array of consumer products to be rolled out in celebration.

AVATAR: THE LAST AIRBENDER AND THE LEGEND OF KORRA:

Since the launch of Avatar: The Last Airbender in 2005 and and The Legend of Korra in 2012, its engaging characters have transported fans into a rich, immersive and diverse epic where only one person in each lifetime can master all four elements –water, earth, fire, and air – and must use this powerful ability to maintain balance in the world. That person is the Avatar.

Avatar: The Last Airbender, quickly became a fan favourite with the compelling story of a 12-year-old boy, Avatar Aang, who must quickly master the elements and end a century-long war to save the world.

The sequel, The Legend of Korra, set in the world of Avatar: The Last Airbender 70 years later, followed the journey of Avatar Korra, a 17-year-old girl striving to live up to Aang’s legacy while confronting political and spiritual unrest in fastmodernizing times.

Avatar: The Last Airbender is a multi-award-winning series and one of the most beloved animated properties in history.

In 2021, Nickelodeon announced the launch of Avatar Studios, a newly formed division designed to create original content spanning animated series and movies based on the beloved world of Avatar: The Last Airbender and The Legend of Korra

Korra’s 10ʰ anniversary will land in Q2 of 2022 and we have secured year-long activations, creating bespoke moments for our partners to continue to drive retail opportunities with an exciting new logo and thematics.

Avatar fans can look forward to lots of exciting collaborations and merchandise from apparel to collectibles, toys and games which will land in stores throughout 2022.

TEENAGE MUTANT NINJA TURTLES:

Let’s get Turtle-y crazy and jump into Teenage Mutant Ninja Turtles

For 2022, our focus is the adult super fan, leveraging nostalgia and love of gaming to engage this audience. On all major consumer product categories, we will see crossovers and collaborations.

August 2023 is set to be a huge moment for the franchise. We can’t wait to bring Turtles to the next generation of kids, through the imagination of lifelong turtle fan – Seth Rogen.

STAR TREK UNIVERSE & PRODIGY

STAR TREK UNIVERSE:

The Star Trek Universe is gigantic, with six classic TV series as well as new ones, like the award-winning Star Trek: Discovery and Star Trek: Picard. Let’s not forget the animated young adult series Star Trek: Lower Decks and coming soon we will see the premiere of Star Trek: Strange New Worlds

There are over 13 Star Trek films, which have reached an intergalactic global box of USD$1.5Billion. A new Star Trek movie is scheduled to go into production in 2022.

STAR TREK: PRODIGY:

And for the first time are we are recruiting the next generation with Star Trek: Prodigy, the first ever series from the franchise aimed at younger fans. Star Trek: Prodigy launched in Australia on Paramount+ in October 2021 and on Nickelodeon in February 2022.

Developed by Emmy Award-winning duo Kevin and Dan Hageman, this all-new CG animated series follows a motley crew of young aliens who must figure out how to work together while navigating a greater galaxy, in search for a better future.

The Star Trek: Prodigy diverse characters, exciting vehicles, high tech gadgets and out of this world locations, which is a perfect fit for consumer products.

A global partnership with Playmates Toys will see lots of cool toys arriving on shelf and online soon.

ADULT & SUPERFANS

MTV:

MTV is a truly global icon. No other brand has ever managed to influence music, television, activism, and created so many unforgettable cultural moments on and o stage.

MTV means so many things to audiences all over the world. For many it’s the pulse of pop culture; and for generations of fans, it’s the cherished home of the best of the best in youth entertainment.

In 2021, MTV celebrated its 40ʰ anniversary, which we will continue to build on in 2022 with new and exciting retail initiatives coming to stores nationwide soon.

SOUTH PARK:

This year, South Park will not only celebrate its 25ʰ Season, but it will also celebrate the 25ʰ Anniversary of the show in August.

Season 25 premiered on 10 Shake, Paramount+ Australia and Comedy Central NZ in February this year and has a strong presence on all platforms.

We are excited to announce that the TV series will arrive on Paramount+ internationally as the exclusive SVOD home later this year with over 300 episodes. Additionally, South Park will begin rolling out on Paramount+ globally as the new exclusive SVOD home starting with Season 27 in 2024, and the full library is headed to Paramount+ U.S. in 2025.

EMILY IN PARIS:

Season 1 of Emily in Paris was a sensation around the globe and when Season 2 of the hit show dropped on Netflix last December, it was an instant hit once again.

Everything’s coming up roses with Season 3 and 4 o cially confirmed. The show has it all, French culture and couture, romance, travel and friendship.

The fashion seen in the series has made a consumer products program a sure thing. Our global partnership with Lancôme saw a limited-edition collection featuring make-up, skin care and fragrances come to life in 2021.

PARAMOUNT PICTURES:

With over 100 years of iconic movie making, Paramount Pictures has produced some of the most iconic and beloved films of all time. We are excited to bring some of these to life in consumer products.

This year we celebrate The Godfather’s 50ʰ anniversary, with yearlong retail executions across key categories including fashion, accessories, gifting, and collectables.

From one legendary blockbuster to another, Top Gun: Maverick will fly into theatres in May 2022.

Raise your hand if you have ever been personally victimised by Regina George. From Mean Girls and Clueless to Coming to America and Flashdance, your favourite film classics are all part of the Paramount Pictures portfolio.

YELLOWSTONE:

Yellowstone was the #1 drama on U.S. cable when the latest season launched and fans can’t get enough with over 10m tuning in for the season 4 finale in the U.S.

In Australia, Yellowstone has been a massive hit with fans, with Australian actress Jacki Weaver joining the cast in Season 4.

2021 was full of retail activations in the U.S., with success in Walmart, Amazon and a global collaboration with Wrangler that saw t-shirts sell out within 24 hours.

ALICE SANDERSON EXECUTIVE MANAGER AUSTRALIAN TOY ASSOCIATION

Welcome to Toy Fair Digital 2022!

We have a jam-packed week for the industry with so many great exhibitors, presentations and of course the Industry Awards Ceremony taking place online from Monday 28th March to Friday 1st April.

With COVID numbers skyrocketing at the beginning of the year and again in some states, this years’ Fair provides a safe and effective platform for both our exhibitors and our guests to show and source new and exciting products for the 2022 buying period.

Let’s start with our exhibitors.

We have a great mix of product on display from some of Australia’s best suppliers as well as lots of fantastic trade fair specials for those who attend.

Alice Sanderson began her career with the ATA in 2010 while completing her bachelor in Event Management. Alice has been instrumental in managing the Australian Toy Association Events and took on the Executive Manager position in 2019. Alice is passionate about the industry and together with the ATA staff and Board, continues to serve the members.

Also, thanks to Big Balloon, Spin Master, U.Games and The Walt Disney Company, just by attending meetings and some of the live presentations during the week, delegates will be in the running to win a prize pack from these fantastic companies.

With the Fair moving online, the ATA’s awards ceremony will also be held digitally, and this year Hasbro Australia will be sponsoring the event which is exciting and a huge thank-you goes to the team for their support!

The program for the ceremony will again include the Rising Star award, The Product of the Year and Licensing Awards as well as our two predictive awards being Judges Choice and the Just Kidding, Kids Choice Award.

On top of all of that, we have live presentations from Christie Nicholas of Mumpower, Surbhi Malhotra of The NPD Group and Claire Garner of The Insights Family.

We have a jam-packed week for the industry with so many great exhibitors, presentations and of course the Industry Awards Ceremony taking place online from Monday 28th March to Friday 1st April.

— Alice Sanderson

A big thanks goes to all that have made this event a success, with a special shout out going to The Toy Universe who are this years’ Toy Fair media partner. It’s exciting to see a fresh new magazine that is dedicated to reporting all the exciting news and events that the industry in Australia has to offer.

If you haven’t already, make sure that you take part in Toy Fair Digital 2022 and for any queries on the platform, please feel free to reach out to the ATA team via email using: toyfair@austoy.com.au

This is a fun and amazing industry to be a part of and I cannot wait to see you all online in 2022 and live and, in the flesh, next year at the 2023 Toy Fair in Melbourne.

WIDE EYES NEWS FROM THE TUBE Subscription Video on Demand

The growth of Subscription Video on Demand (SVOD) in Australia over the last 5 years has been dramatic and has accelerated even faster during the lockdown periods caused by the Covid-19 pandemic. Television networks have seen advertising revenues soar during the pandemic as Australians spend much more time at home watching TV screens. Total TV advertising revenue rose by 12% to $3.8 billion in the 2020/21 financial year however the big increase was in the streaming arm of TV networks’ Broadcast Video on Demand (BVOD) services which increased by over 60% in the same period.

In the March 2019 edition of Wide Eyes News from the Tube I reported that “the Subscription Video on Demand (SVOD) business is growing exponentially and in 2019 and 2020 there will be a whole new array of VOD services coming on line.” In March 2019, 40% of Australian households has at least one SVOD service but now in 2022, that has increased to four out of five Australian households having at least one paid digital subscription service, and most households having more than two.

SVOD has become an essential part of the TV viewing experience, especially with younger generations – 95% of All Gen Z (14–24 year olds) have at least one paid entertainment subscription service, closely followed by 93% of millennials (25-38 year olds). In Australia, Netflix (6.0 million) remained the top SVOD service at the end of December 2021, followed by Amazon Prime Video (2.9 million), Disney+ (2.6 million), Stan (2.4 million) and Kayo Sports (1.1 million).

SVOD services represent 70% of the Video on Demand business in Australia, however in an emerging development, the Video on Demand business is seeing the rise of a new form of viewing being Broadcast Video on Demand (BVOD) which already has a 30% share of the Video on Demand market. BVOD is different to SVOD in that usually no subscription fee is charged but viewers need to register their year of birth and gender, while their internet connection tells the BVOD operator the viewer’s postcode. The major BVOD operators are largely the secondary channels of Australia’s free to air networks – 7, 9 & 10 –plus SBS on Demand. Much of the BVOD viewing is “catch up” whereby viewers are watching programs that they missed on free-to-air TV.

The registration of viewers ages, gender and location opens up the opportunity for advertisers to specifically target groups of potential customers. For example, that means a real estate agent can look at the likely suburbs where buyers for a particular residential property will come from and then target connected TV advertising to those postcodes. Local businesses can advertise directly to the postcodes in their catchment area thus making connected TV advertising much more effective than traditional TV advertising. The pricing of connected TV advertising is also lower because the size of the audience being advertised to is much smaller.

BVOD is positively booming and while BVOD’s early app-led usage, predominantly on tablets, led to the phrase ‘catch-up TV’, the BVOD market has matured beyond this with Australian BVOD services 7Plus, 9Now, 10Play, Foxtel Now, SBS On-Demand and ABC iView now offering a banquet of unique content via digital-only channels, member exclusives and snackable edits of recent transmissions.

Plenty of people are watching on apps or mobile devices, but in addition to this, more people than ever are live streaming broadcaster content fuelled by increased adoption of internet capable TV sets. More than 90% of Australian homes own a Smart TV moving live streaming of broadcaster content into the mainstream. While recent BVOD usage has been driven by more people staying at home due to the pandemic, the changes it has made to audiences is permanent. Rather than a temporary spike, the shift has been accelerated, and it is here to stay. More than ever, people are incredibly busy and seeking flexibility and they will consume content on their own schedules.

BVOD offers a unique opportunity for advertisers to be able to market straight to the potential consumers of their products and as such is one of the most important recent developments in the TV industry.

Wide Eyes News from the Tube is written by a leading industry expert and is focused on providing a quick snapshot of the best opportunities in the television & animation market.

THE NEW AGE OF DIGITAL Should I Care About the Metaverse?

THE METAVERSE. FAD OR NEXT BUSINESS ESSENTIAL?

In simple terms, the metaverse can be described as a 3D digital environment. Think of it as a virtual replication of the physical world, only without the constraints of our analogue one. Buying and selling using cryptocurrencies, joining thousands of players in games like Minecraft, or living as an avatar in Second Life provide glimpses of the metaverse.

Large brands are betting big on the metaverse. The popularity of the game World of Warcraft prompted Microsoft to acquire Activision Blizzard for $68.7 billion. Coca-Cola has opened the metaverse to its customers, who can scan a bottle of the limited-edition Starlight flavour to enjoy an Ava Max concert in augmented reality.

Experts are often the first to make the easy mistake of dismissing technology along with the hype. Famous cases in point: IBM president Thomas Watson in 1943 (“I think there is a world market for maybe five computers”); Techcrunch in 2007 making a list of smartphone feature’s stupid ideas (“We Predict the iPhone Will Fail”); and TIME’s 2011 dismissal of ecommerce (“Online Shopping Will Flop”).

Approaching digital developments for their utilitarian value comes from an essential misunderstanding of technology-driven change. It is not unusual for this misunderstanding to begin with a boardroom decision to do “something” because “everyone else is”, travel to the IT department, on to a functional area (marketing, often), then back to boardroom where hindsight is lauded and lessons are learned.

If forty-ish years of digital progress should have taught us anything, it is that when it comes to business, even the most revolutionary of technologies are never the seat of change.

Instead, it is the evolutionary value we should focus on and that determines whether a technology is a distraction or a game-changer.

Take the QR code. Almost 30 years ago, an engineer at Denso, frustrated with the clunkiness of barcodes, devised the now familiar arrangement of squares and dots. Unlike barcodes, QR codes can store large amounts of disparate information, scan from any angle and using any image-capturing device.

Marketers hated them. In 2012, Inc. called them “a dinosaur of marketing”. Business Insider agreed: “QR may stand for quick response, but it might instead be an abbreviation of quixotic response. So don’t.” Why use something so ugly and unexciting when there was social media?

That remained the case for the next 15 years. Then mobile phones came equipped with cameras plus a host of other apps and data could be stored cheaply in the cloud. These technological revolutions did not change the way we did business.

Fast forward to today and QR codes are indispensable enabling storage and transmission of data, tracking movements, conducting contactless transactions – and entering the metaverse. The evolution of an information ecosystem converged to change people’s expectations for information on demand and in multimedia formats.

Presently, we see only snippets of a nascent metaverse. Is this the beginning of a game-changing technology enabling us to move seamlessly between physical and virtual worlds, interact without the limits of time and space, and most significantly, where social and community engagement (such as co-creation, blockchain and collaborations) will dwarf the physical economy? It depends on how the ecosystem of technologies evolves.

If people believe being in two places at once, meeting in person when separated by circumstance, trying on clothes that have yet to been made, or amassing a portfolio of virtual property will enhance their lives, the metaverse will become to us what the smartphone has – a natural component of our daily lives.

The future is never written; it emerges from the actions we take today. We can shape it and prepare for it through small, inexpensive but useful projects designed for the metaverse. To be ready for an evolution, you must be part of it.

Photo by Wilmer Martinez on Unsplash

This column is written by Isabel Wu from Meta Management and covers all things digital www.metamanagement.net

ACCORDING TO DOWNSEY The Show is Back on the Road!

This column is written by

Ian Downes, Director at Start Licensing in the UK www.twitter.com/startlicensing

I am pleased to say the show is back on the road in the UK – the trade show that is. In January and February I was able to attend three major trade shows : the UK Toy Fair, the UK Gift Fair and Top Drawer. There were other trade shows that I didn’t make it to like the EAG Show ( for the leisure and amusement sectors ). Whilst there are still challenges in the licensing market particularly in regards to the supply chain and momentum at retail it was very encouraging to be able to attend trades hows and to get back into some semblance of normal working routine.

The shows themselves all featured licensed products which was good to see. Although my unscientific conclusion was that there was a little less licensing on show at all three shows but that said I think exhibitor numbers were probably down at all three shows. Naturally some companies weren’t ready to commit to trade shows or had found alternative ways to reach their trade customers. Personally I think trade shows are a vital part of the market and are still an efficient way to sell but during the

Lockdown other ways of presenting to retail have emerged and I imagine some companies may continue to rely on virtual events or indeed curate their own showcase events. At the London Toy Fair there were a number of licensing highlights. One noteworthy exhibitor was Funko and it was a further confirmation in the growing influence of fan driven merchandise and pop culture. Licensed product consumers are ageing up and companies like Funko are capitalising on this. Funko have successfully created and grown a category with their Pop Vinyl figures but have added other product lines and categories to this core offering.

They have also embraced genres like sports, music, manga and anime to further cement their market position. On a personal note it was great to see Aurora’s range of Aardman plush. This included a Robin, Robin range. This film was broadcast on Netflix late in 2021 and it was impressive to see how quickly Aurora had developed their product line. It is well timed as Robin, Robin has been

nominated for an Academy Award. This is a reminder that in the modern media market which is fast moving and fragmented speed to market is going to be increasingly important for licensees and rights holders. Arguably the approvals and development timelines on both sides need to be shortened. The Toy Fair also showed how toy companies are using licenses from different sectors including ‘personality brands’. Flair were promoting a football training range developed with Lionel Messi whilst Wilton Bradley had a range of baking kits developed with TV personality Nadiya Hussain.

At Spring Fair which focuses on the gift sector it was interesting to see how the nature of gifting and what traditional gift retailers sell is changing. For example there seems to be more interest in food and drink products. Licensee Infinity Products has developed a very strong portfolio of food gift products featuring licenses such as Frieda Kahlo, Friends and the Mr Men. They have recognised that well known brands can

work well in this category not least as they have strong visual appeal prompting impulse purchases. Many retailers see food gifting as a good add on to their standard offer. It was also good to see major licensees dipping into licensing categories such as art and heritage licensing. Global giftware company Enesco chose Spring Fair to launch a range of decorative drinking glasses developed under license from artist Lolita whilst Puckator showcased their new giftware range featuring artwork from UK artist Julie Dodsworth. There was also a strong presence at the Gift Fair for classic properties including Peter Rabbit, Asterix and Paddington. Further confirmation that licensees and retailers like the consistency and reliability of classic brands.

It was also good to see that the Gift of the Year awards were heavily promoted during the Gift Fair. Live judging took place during the show. I was lucky enough to be a judge. It was a great experience and it was really encouraging to see the level of original thinking and creativity gifting companies are applying to gift products including those featuring licensed brands. It seems manufacturers have realised that there is scope and opportunity to be creative with licensed brands and that right holders are generally supportive of an innovative approach to NPD.

Top Drawer is a gift orientated show that traditionally serves independent , specialist and department stores. A couple of the licensing highlights at the show were Toasted Crumpet’s National Trust greetings cards and stationery. This range started off with Toasted Crumpet developing product for the National Trust’s own shops. Based on the products success in the shops Toasted Crumpet were invited to sell their products to the wider market. This is a great example of nurturing a new licensee.

It was also very rewarding for me seeing PlayPress launching their Shaun the Sheep ‘make your own’ play sets at Top Drawer. PlayPress are a good example of a company who have developed a

unique product and have chosen to use licensed brands in a selective way to help them grow their reach. They work with Aardman, The Gruffalo and Dinosaur Roar. They have chosen licenses that suit their product and also open up fresh distribution opportunities for their products. Licensing being used as a tool for business growth.

The year ahead will be challenging. There are challenges from within the industry and of course external ones as well. But my takeaway from the trade shows was that the licensing community is well placed to help deal with these challenges and provide effective commercial solutions to them. It is a good time to nurture existing licensing relationships and to start to build new ones.

PRODUCTS OF CHANGE: Making Business Beautiful

Products of Change is a global educational hub aimed at driving sustainable change across consumer product markets and beyond.

It’s fresh from a phone call with the designer and business innovator, Alan Moore — no, not the graphic novelist and creator of The Watchmen, but the book designer and author of Do/Design and Do/ Build, two titles focused on the regenerative possibilities of business — that I am compelled to write about beauty.

We’re not talking about the aesthetic, top line interpretation of the word. There’s not a camera angle or ring light on earth that will facilitate that kind of conversation for me via zoom. But rather the beauty that exists in the interconnectedness of everything on this planet. It’s Alan’s argument that if everything we engage with today has been the design of human innovation, and if every human is connected to the universe through the very atoms of our construct, then beauty ought to be present in everything that surrounds us. And that includes business.

At this point, I’ll warn you that Alan has a keen perspective of the world. He has sat in the boardrooms of billion-dollar global conglomerates and on panel discussions with unicorn status, silicone-valley tech start-ups and felt nothing. Equally, he has whiled away hours with Swedish axe makers and craftspeople and sat in awe of the beauty and accomplishment in one single hand-crafted wooden axe handle.

Alan has seen human enterprise at its most magnificent, and at its most destructive. And his perspective on both will certainly get you thinking.

Alan will be speaking at Products of Change’s Sustainability in Licensing Conference this year when we host our first in-person iteration of the event at the Royal Geographical Society in London. It’s here that he will be exploring the concept of beautiful business; the transition to Net Positive found only when business endeavours to put back into the world more than it has extracted. In other words, a beautiful business that places purpose at the centre of its operations.

Licensing sits in a funny position. We are a consumer goods industry centred on manufacturing, and we recognise and are making great strides in addressing the issues that come with that territory. We are also an industry of stories, characters, and brands that sit deep within the hearts of our audience – and that is a place of great privilege. And power.

It was the gaming phenomenon Minecraft that put this into real perspective earlier this month. Through a ground-breaking partnership with The Nobel Peace Center in Oslo, Mojang Studios has created a new Minecraft: Education experience through which it aims to teach children the skills needed to ‘build a better world.’ Taking players through four worlds inspired by Nobel Peace Prize laureates, past and present, the game looks to arm kids with the understanding that everyday citizens can achieve peace through actions, big and small.

On their journey, players will learn from laureates Wangari Maathai, founder of the Green Belt Movement aiding reforestation efforts and women empowerment in Kenya, Fridtjof Nansen, a Norwegian humanitarian who implemented refugee passports to help thousands of displaced people to safety, Malala Yousafzai, a young leader on a courageous quest for girls’ education in Afghanistan, and the 14th Dalai Lama who meets players in ‘Tibet’ to teach them about compassion for nature and animals.

Taking these learnings, kids will then create something in Minecraft: Education that represents their contribution to a more democratic society.

It’s the hope, according to Vidar Helgesen, the Nobel Foundation’s executive director that young people all over the world will take inspiration from encountering Nobel Peace laureates, to see that “they can play a part, through their community, or at an international level, in making the world a better place.”

ROB AND HELENA, PRODUCTS OF CHANGE

INTERESTED IN PRODUCTS OF CHANGE AND SUSTAINABILITY IN LICENSING CONFERENCE?

Products of Change is a membership community and educational hub with the mission of driving positive, sustainable change across the consumer industries. Learn more about the platform by visiting — www.productsofchange.com

Products of Change will be hosting its first in-person Sustainability in Licensing Conference in London this year. The event will be live-streamed to digital audiences from around the world. Book your inperson or digital ticket today at — www.sustainabilityinlicensing.com

And given the events we’ve all watched unfold around the world in recent times, we could all do with a bit of that.

Of course, we know that Minecraft isn’t the only blockbuster IP to be making purpose central to its operations. The Smurfs have been working as ambassadors for the UN for years, in Europe Maya the Bee has been helping to highlight a save the bees campaign across Germany, Popeye has linked arms with French NGO The Sea Cleaners, while the global toy maker and entertainment powerhouse, Hasbro has joined the Science Based Targets Initiative in support of a lower carbon economy.

These are just a few examples, because all around us, brands are stepping up to their sense of purpose and going the lengths to make licensing a landscape of beautiful business. In the (at the time of writing) 24 days since Vladimir Putin waged his war on Ukraine, children’s brands have been among the most vocal and swiftest to take their stand; this is, after all, an industry of IP that understands its duty of care to our most precious resource - the generations that follow us.

Stories like theirs stand in stark contrast to the headlines that have emerged from Australian media this past month. The reversal of a ruling that found the country’s environment minister had a legal ‘duty of care’ to consider the health effect on children when approving new fossil fuel projects has made news around the world. We won’t dwell on that point, we haven’t the position to. I am, I admit, writing this from the UK, where our own government is currently being sued by Client Earth for failing to even concoct ‘a workable Net Zero plan for the country,’ let alone have it implemented and effective by 2050.

I only use the above as an example. Where responsibility is being shirked by leaders, action and conversation is

being led by those in positions of influence. Here in the UK, it’s according to a recent report that 79 per cent of consumers now make purchase decisions based on — or find them based on heavy considerations of — a company’s sustainability credentials. As more and more consumers vote for the environment with their wallets, brands with purpose begin to take on greater roles as the elected leaders of industry.

The world isn’t built on the blocks of chaotic, unbridled growth. It’s built on the steadfast design of regeneration. It’s done so for four billion years. There’s something very beautiful in that, says Alan Moore. That nature is the greatest example of the longevity of business by design. And it does it beautifully.