toys and licensing
www.buggtoysandlicensing.com Brand Licensing Europe - edition 17
B U G GTOYSA N D LI C EN S I N G.CO M
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FUN AND ENERGETIC NEW
KIDS SERIES
Join Duggee and the Squirrels at The Squirrel Club as they learn, plays games and go on adventures to earn Activity Badges.
MEET THE SQUIRRELS!
Roly Roly is a hyperactive hippo, who is wildly enthusiastic about everything! He is a terrible interrupter and not very good at listening. But he is VERY good at being loud. Very loud!
Tag Tag is a small rhino. Tag is sweet-natured and considerate, a follower not a leader. He’s got thick skin, which is just as well as he is quite clumsy and has a tendency to bump into things.
Betty Betty is a jolly little octopus who would really like to be in charge, but it’s not that kind of group. She is very intelligent and loves to read and be the first to answer any questions. Being the first is quite important to Betty.
Norrie Norrie is a rather thoughtful mouse, and just as clever as Betty, but not as show-offy about it! She’s chatty, giggly and super-fast.
Happy Happy is a small, happy (obviously!) crocodile, who loves anything that involves water. If there’s a puddle he’ll splash in it; if there’s a pool to paddle in, Happy is so happy. SPLASH.
AS SEEN ON
CHANNEL 705
FOR ALL LICENSING ENQUIRIES: Brigid Roberts / Licensing & Sponsorship Manager brigid.roberts@bbc.com / T +61 2 9744 4569
Nicole Chungue / Licensing & Sponsorship Executive nicole.chungue@bbc.com / T +61 2 9744 4570 B U G GTOYSA N D LI C EN S I N G.CO M
From the Editor I recently attended a Sesame Workshop presentation in Melbourne, late in August, and I must say that it is great to see that so much passion and innovation still exists in our industry! From the presentation by Gisela Abrams (Sesame Workshop), Diana Markezic (Haven Licensing) and Yvonne King (Haven Licensing), all the way down to the Cookie Monster cupcakes, the whole event was a really impressive experience. We often hear that the industry does not see innovation like it used to, but I think if you look closely there are examples of great things being done by lots of equally great companies. Some of the promotions from Sesame Workshop, both locally in Australia and globally, are just super-impressive; from the groundbreaking Sesame Street themed hotel rooms, to the Cookie Monster themed BMW TV commercials in Japan and Germany, all the way to the Cookie Monster promotion with the The Australian Red Cross Blood Service. A huge congratulations to both Sesame Workshop, Haven Licensing and everyone involved in the above-mentioned promotions! It is amazing to once again be back in London for Brand Licensing Europe (BLE) this year; it seems like just yesterday we were all here for the 2014 version of the show. From all reports, this year will be even better; look no further than the LIMA Garden Party, which is set to be a super event! Speaking of BLE, I hope that you enjoy this years magazine which includes (in my opinion) some really interesting articles and interviews, which I hope you will enjoy. Keep an eye out post-show and leading into 2016 as well, because we have a number of announcements to make on the future of our publication here at Bugg Toys & Licensing... As always, I hope everyone has a successful BLE in 2015 and I hope to see everyone at the show again in 2016. All in all, 2015 has been a great year and I hope that you have enjoyed what we have offered this year via our website, emails and magazine. I always ask that you send us your feedback (both good and bad) to editor@buggtoysandlicensing.com because we really want to know what we are getting right and equally (and more importantly) need to improve to make our product even better in 2016. Thanks for reading, Matthew
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For all relevant contacts please refer below: Media releases: media@buggtoysandlicensing.com Feedback/suggestions: editor@buggtoysandlicensing.com Advertising/bookings: bookings@buggtoysandlicensing.com Bugg Toys & Licensing is published by Bugg Marketing Solutions Managing Director - Tony Bugg - tony@buggsolutions.com.au Editor in Chief - Matthew Bugg - matt@buggsolutions.com.au Bugg Marketing Solutions Phone: +61 3 8782 3717 | Fax: +61 3 9769 7922 Email: info@buggsolutions.com.au Address: Level 1, 64 Victor Crescent, Narre Warren VIC 3805 Postal: PO BOX 491, Berwick VIC 3806 Bugg Toys & Licensing has been compiled as a guide to Toys and Licensing. The views and opinions provided are based upon the views and opinions of its writers. In no way is Bugg Toys & Licensing a factual guide to Toys and Licensing and does not take responsibility for how the informtion provided is used by its consumers.
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Sanrio Prepare for 45th Anniversary year Sanrio’s Mr. Men and Little Miss characters are getting ready to start a joyful and frantic 45th Anniversary year in 2016. So far, this year has been a whirlwind of activity, and they’ve certainly been in the limelight. We announced earlier that their movie option was picked up by Twentieth Century Fox, and followed that by opening to great fanfare a full-fledged Mr. Men and Little Miss modeling agency (www.mr-models.com).
We have squeezed into more apparel in China, Taiwan and other major Asian territories with Baleno, Ginger, and Underpeace (who brought Mr. Up into the world!).
But don’t worry, all of these new ventures didn’t distract them from enhancing some key partnerships they had started the year before. They have continued to be featured in collections for kids and adults at both Uniqlo and Chocoolate, as well as in nightwear at Etam. Mr. Glug continued participating in even more adventures with Evian (expanding also to Japan, Russia and the Middle East). Meanwhile, gift personalization remains a recurring holiday event at Selfridges and Myer.
We’ve invested with Mr. First in the world of finance with World First, taking over Canary Wharf and plastering posters throughout the London Underground, and we’ve taken it on the road through Singapore’s public transportation system.
One of the advantages of having so many Mr. Men and Little Misses means that they provide plenty of little hands to assist in managing all of our existing relationships and announcements while being able to bring in even more partners this year.
Over in China, we distributed over a million books in Chinese with KFC’s kid’s meals.
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The promotions abound from petroleum with Esso to laundry with Unilever.
We whetted our appetites on deals in QSR from great successes with McDonald’s in Hong Kong and Malaysia to Hardees in the Middle East with a new premium format Flip Book.
But like Mr. Greedy, we weren’t full yet. We helped ourselves to Family Restaurants Flunch, L’Arche, and
Beefeaters. Our first mall event in Shanghai hung out in the Shanghai Crystal Galleria. And we had a second cafe “pop-up!” in Japan.
We went Underground with an iconic landmark of London, creating merchandise and joint communication (including the first Mr. Men Global Summit) with Transport For London. We’ve entered the world of skateboarding with our Cliche collaboration, and week long exhibition event at House of Vans London and not forgetting our roots, we’ve strengthened up our publishing content too, introducing more titles (like our smash
Easter book) and brand new series - the Everyday Series. Untying our tongues, we’ll be launching bilingual books in China at the end of this year, building on the momentum from last year’s Chinese-language launch. We’ll extend our partnership on e-books with Amazon, expanding into more languages! We’ve even fished out to Nordic localization for our characters, including Mr. Bump - or should I say, Herr Dumpdidump. And all that before the last quarter!
We’ll be finishing this fantastic year at break-neck speed with launches from Twitter aimed at adults tweeting from the Tickle HQ, YouTube channel for kids, a brand new mischievous gaming app with P2 Games, suitable for the whole family - All adding to our well-established MrMen.com website and Instagram and Facebook pages. We’re opening a large permanent space on Oxford Street in London with TheToyStore. And our creativity is in full bloom with a powerhouse creative team and a brand
new office still centrally in London. All of that speed built up throughout 2015 will thrust us past escape velocity as we launch into our Anniversary Year when four new characters will burst onto the scene throughout the year. We’ll even have new worldwide launches with major global apparel retailers, while expanding into less mature markets and strengthening Asia. Of course, there will be more seasonal activities: in particular with UK grocers; and in general by cultivating the spread of our program between younger and more mature consumers. And, like this year, we’ll strive to continue and nurture our key partnerships and expand our publishing content. Our Mr. Men and Little Misses are busy jetting around the world bringing smiles to everyone they can. But keep your eyes peeled, because although they are in a mad dash to their Anniversary, we can always count on Mr. Slow to keep them all on course.
For more information, contact the Mr. Men and Little Misses on +44 (0) 0207 407 6201, email hello@mrmen.com or visit www.mrmen.com
© THOIP
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Feature Interview With Alex Lambeek Chief Commercial Officer (CCO) at Rovio Bugg Toys & Licensing recently sat down with Alex Lambek from Rovio to discuss Angry Birds and all things relating to the uber-popular brand. in Asia to bring them great channels like Fox Sports and National Geographic Channel, among many others. My passion is to change things for the better for fans and consumers all around the world, and in my spare time I am also learning to become a Professional Coach.
My passion is to change things for the better for fans and consumers all around the world, and in my spare time I am also learning to become a Professional Coach.
Angry Birds 2 has been a big success and when writing this response, we are above 50 million downloads – that’s more than 1 million downloads a day since launch! The other major focus for Rovio is the new Angry Birds movie, due for release in May, 2016. I believe that Fergal Reilly and Clay Kaytis will be directing the movie, but the plot has been kept very quite to-date. Can you tell us anything about the movie in terms of adding another dimension to the Angry Birds universe?
Hello Alex, thank you for taking the time to talk with us on the Rovio business and Angry Birds. We believe that you have held a number of very impressive positions throughout your career at companies including Nokia, Blackberry, Fox and now Rovio. As an introduction to our readers, can you tell us about yourself and your background?
From a Rovio perspective, can you explain your now CCO position at the company, and what your main focus points and priorities are for Angry Birds? As CCO my main focus is on making Angry Birds an even more loved brand in the hearts and minds of our consumers.
Angry Birds will become accessible to an even bigger crowd and in ways like never before, when the movie is launched. We have great people like David Maisel (former Marvel Studios Chairman and producer of Iron Man) as Executive Producer and John Cohen (producer of Despicable Me) producing for of us and a great acting cast to join us as well. In terms of what the movie is about, you will have to wait until it is released, but we will start to reveal a bit more when our trailer comes out this year. I love what I have seen and the Angry Birds story is told in an amazing way.
Hi Matthew. I appreciate your interest in Rovio and let me tell you a few things about myself. I’m a Dutch national and have spent my entire career in the mobile and more recently in the media industry, in sales, marketing, category management and general management positions. I have spent most time in the Asia Pacific region and am proud to have brought low cost mobile devices to hundreds of millions of entry level consumers in markets like China, India and Indonesia while at Nokia. I also worked in Australia for three years as MD of Nokia in the good days and still miss the great outdoors and my many ‘mates’. More recently I have become involved in Media, having run a start up pay satellite TV operator in Indonesia and then worked with large broadcasters
The recent release of “Angry Birds 2 has seen huge success to-date with over 2000 reviews and 4-star rating on iTunes. How important has the release of this game been for the company with the rise of so many new app games in the space?
Speaking of the movie and keeping with the screen focus, the Angry Birds Toons have been widely viewed since the introduction back in 2013. I believe that the final episode was in April this year. From a strategic viewpoint, how has this platform helped keep Angry
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Birds front of mind for fans whilst the movie and new iOS app games have been in development? Besides our games, our ToonsTV short animation site has also been a big success and has garnered more than 5 billion views globally. Toons can also be watched in the games and enhance the overall experience of our fans. Consumer Products (CP) is obviously a huge part of the Licensing business and for Angry Birds it would appear no different. How have Rovio used the CP business to drive the Angry Birds business from a product and promotional angle? I would imagine that the theme parks are very important from a promotional angle as well? The third pillar of our business is Consumer Products. We recently announced a new toys partnership with Lego and many other existing and new partners are signing up with us now. They love what we are doing with our new games and movie, and the excitement we can build with our licensee partners to excite kids and
adults alike. We look forward to engaging our fans and those of our partners with great digital and physical product offers. We believe that you have signed a three year deal for Angry Birds to feature in the Macy’s Thanksgiving Day Parade. From a promotional angle it seems like a huge opportunity to drive the brand. What can fans attending the parade expect to see? One of the keys to our future success is working with partners and trusting them to add to our offering in ways that we could never do alone. Examples include partnering with Kunlun in China to make Angry Birds 2 a success - around one third of our downloads now come from China! In Media, we partner with Cake, who help widen the distribution of our content and in Consumer Products we partner with the Legos of the world as well as with great agents in key markets. Macy’s Parade participation and being on the Jimmy Kimmel show are examples of great local market execution and meant
to engage and excite our fans in locally relevant ways. Stay tuned for more news on Rovio in months to come and hope you enjoy our world of birds and pigs! Thanks for your time Alex, we hope to speak with you again soon to learn more about the business and ongoing success.
For licensing enquiries for Australia and New Zealand please contact WP Brands on +61 3 9274 2900 or email info@wpbrands.com.au
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Feature Interview BBC Worldwide Australia & New Zealand Bugg Toys & Licensing recently caught up with Brigid Roberts from BBC Worldwide Australia & New Zealand (ANZ) to all-things relating to the current BBC Worldwide ANZ brand portfolio. Brigid, can you tell us a little bit about your role, and the Licensing team at BBC Worldwide ANZ? In my current role as Business Manager, Licensing and Sponsorship I am tasked with managing the licensing program across BBC Worldwide ANZ’s portfolio of brands in Australia and New Zealand. This includes brand partnerships such as the recent BBC Earth DVD collector promotion with News Corp, and off-air sponsorship for local Australian formats such as The Great Australian Bake Off. In this role, I work with our brilliant Licensing and Product Development teams based in London, U.S.A and Asia. Locally, I work alongside a fantastic bunch of commercial business managers in the wider Business Development team covering new formats, ecommerce and digital, home entertainment and live events. You mention live events - do you have any coming up this year? This is a really exciting year in the live events space for us. Our team are busy preparing for the Doctor Who Festival in late November which sees a host of talent from both in front of camera and behind the scenes arrive here in Sydney for a two-day festival at the Horden
Pavillion. New Zealand Doctor Who fans will also have the opportunity to engage with the brand when Peter Capaldi heads to Auckland for a Q&A. Sherlock fans won’t miss out either with Sherlock: From Script to Screen taking place in Melbourne following the festival. This will see Executive Producers and Co-creators Steven Moffat and Mark Gatiss and Series Producer Sue Vertue take fans on a journey behind the scenes of the show. So, Doctor Who and Sherlock are popular brands in this market? Yes in my previous role managing the retail business for BBC Worldwide ANZ, I continued to be astounded by the dedication of the Doctor Who fans and their passion for engaging in the brand. This year we have seen the phenomenal sales of the Doctor Who Pop! Vinyl in our market. We are also really excited by our partnership with LEGO and Warner Brothers with the pending launch of
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LEGO Dimension Doctor Who packs at the end of September as well as LEGO product ranges hitting the market in December. Sherlock Pop! Vinyl is also set to hit Australian stores shortly. There is a growing cult following for the brand and we have seen fantastic sales of our Sherlock Cluedo games. Sherlock product flew from our stands at Oz Comic Con and Supanova. Do you have any other exciting product launches in run up to Christmas? We have quickly become massive Hey Duggee fans in the Sydney office, so we’re very excited for the launch of the Hey Duggee toys and plush in the market from November. The new pre-school program has had fantastic ratings and positive results at retail in the UK and a host of secondary licensees are coming on board for 2016. We are also really excited about the relaunch of one of my favourite childhood brands, Sooty! The new Sooty Show airs
on Channel Nine and TVNZ this year and Sooty and Sweep plush puppets and toys are available in Australia from September. And what are the plans for Top Gear? This is a question that I have received in almost every licensing and retail meeting I have attended this year! It certainly demonstrates the popularity of and interest in the brand. With new host Chris Evans announced who presents the most popular breakfast radio show in the UK, the new incarnation of Top Gear is set to be really exciting. Watch this space for more news to be announced. We’re also really excited to see The Stig return to screens in the UK in a brand new entertainment format called The Getaway Car. There have been some big changes in retail this year, such as the ABC phasing out its retail store presence. What effect do you think this will have on retail moving in to 2015?
a personal level, it’s sad to see the loss of such an iconic Australian bricks and mortar business. It is a shame, but there is strategy behind the decision and we continue to work closely with ABC as they move more towards online sales. BBC Worldwide ANZ are fortunate to have remained in a strong position at retail and have so many exciting new properties in the pipeline. One thing is for sure, there will always be demand for licensed product.
What are your key focuses for 2016 and beyond? 2016 poses so many interesting opportunities for us. As well as ensuring the successful launch of Hey Duggee, we are also excited about Go Jetters!, a new pre-school program. We recently announced our global toy licensee Fisher Price Mattel for Go Jetters! We also continue to grow representation of third party brands in Australia and New Zealand with brands that align with BBC Worldwide ANZ’s values - watch this space for partnership announcements.
For more information, contact Brigid Roberts, Business Manager, Licensing and Sponsorship at BBC Worldwide ANZ on +61 2 9744 4569 or email brigid.roberts@bbc.com
With one buyer purchasing for all stores across all categories, ABC Shops has been a great place for BBC Worldwide ANZ to launch licensing programs. On
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Feature Interview - Mark Abernethy VP Licensing & Business Development Feld Entertainment We just recently wrapped up a four-week North America McDonald’s Monster Jam Happy Meal promotion and have been planning for the upcoming Australia Monster Jam tour, which is very exciting. Can you give us an update on the 2015 Australia Monster Jam tour and some highlights?
Thank you for speaking to Bugg Toys & Licensing, Mark. Since we last spoke prior to June’s licensing expo, it would be great to get an update from you on the Monster Jam brand. It has been a busy couple months coming out of a successful licensing show for Feld Entertainment and the Monster Jam brand. During the show we introduced Monster Jam Creatures™ and one of our newest Monster Jam trucks, Pirate’s Curse™, to attendees. Monster Jam Creatures is a subsegment of the Monster Jam brand that highlights characters inspired by the themes of the popular Monster Jam trucks. Monster Jam Creatures radio controlled vehicles (New Bright) debuted this August at mass retail and new Pirate’s Curse diecast vehicles and playsets (Mattel) will be launching in Spring 2016. Coming out of licensing show we released the new Monster Jam Battlegrounds™ video game, assigned Hunter Products worldwide rights to produce Monster Jam branded ride-ons, completed the first ever front flip in a monster truck during our June Monster Jam Path of DestructionSM tour in New York, and made history in Spain with our highly successful Monster Jam tour which included stops in Barcelona, Madrid and Valencia.
Monster Jam will be returning to Australia for the entire month of October and will feature six performances in Brisbane, Melbourne, Sydney, and for the first time ever, Perth. Monster Jam trucks including Grave Digger®, Max-D™, Dragon™, Son-uva Digger®, Madusa®, Monster Mutt® Dalmatian and other fan favorites will be returning to Australia, while Team Hot Wheels® and Zombie Hunter™ will make their official Australia Monster Jam debuts in front of full capacity crowds. Over 150,000 fans will be in attendance, making this year’s tour the fastest selling and highest grossing international tour in Monster Jam history. 2015 marks the second annual multicity Australia Monster Jam tour. How has the growth of the tour affected the licensing business? Australia fans have really embraced the Monster Jam brand. As a result of expanding the tour to multiple cities and supplementing with additional television programming, retail sales have sky-rocketed. Australia has quickly become the top performing international territory for the Monster Jam brand both in live event ticket sales and retail sales. With the help of WP Brands, our Australia licensing agency, we’ve signed on eight new Monster Jam Australia licensees in the last eight months positioning Monster Jam for additional growth in years to come. From a licensing standpoint, what has Feld Entertainment been working on to prepare for this year’s Australia Monster Jam tour?
Australia’s leading lifestyle value retailer, BIG W®, to bring an exclusive Monster Jam® retail promotion to over 180 BIG W store locations across Australia. During the promotion, which runs from 23rd September through 14th October, BIG W stores will carry the largest assortment of officially licensed Monster Jam products in Australia. The product assortment will feature over 30 exclusive SKUs and spans ten product categories including apparel (Caprice), accessories (Engelite), back-to-school (Licensing Essentials), bags (Caprice), bedding (Network Clothing), DVDs (Universal Pictures), footwear (Caprice), posters (Impact Rock), stationery (Hunter Leisure), and toys (Mattel vehicles and playsets and New Bright radio controlled vehicles). Outside of licensed merchandise, the promotion will also feature interactive store events and will be supported with a two-page BIG W catalog spread, as well as a digital and in-store marketing campaign and a national sweepstakes. BIG W stores in Sydney and Melbourne will host Monster Jam truck displays in their parking lots and customers in attendance will have a chance to take photographs of Monster Jam trucks, meet drivers, get autographs and stock up on new Monster Jam gear. Customers who spend at least $20 on Monster Jam merchandise at BIG W can also enter for a chance to win a trip to the ultimate Monster Jam fan experience; the 2016 Monster Jam World Finals®. What does Feld Entertainment have planned for the Monster Jam brand in 2016 and beyond? The focus for Monster Jam in 2016 is to continue to expand the brand’s international footprint even further to includes tour stops and licensing programs in Asia, Europe, Latin America, and the Middle East. A good portion of 2016 will also be dedicated towards laying the foundation for the Monster Jam tour’s 25th Anniversary celebration in 2017.
In anticipation of this year’s tour, Feld Entertainment has teamed up with
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Feature Interview - The Secret Life Of Pets Hot on the heels of the return of two blockbuster franchises, Jurassic World and Minions, Bugg Toys & Licensing recently sat down with Marc Low, Senior Vice President, International Consumer Products at Universal Partnerships & Licensing to discuss all things in and around the upcoming film from Universal Pictures and Illumination Entertainment, The Secret Life of Pets. continues as our global master toy licensee - a partnership we’ve enjoyed since the first Jurassic Park film - and along with figures has introduced role play items for the first time. We’ve also partnered with The LEGO Group on the first-ever construction line for the Jurassic brand; they have created five sets, including Raptor Rampage which features a Minifigure of Chris Pratt’s character from the film, Owen. On the digital side of the business, we’ve partnered with TT Games to develop LEGO: Jurassic World, a multi-platform game that for the first-time ever allows players to experience all four Jurassic films in one game. And Ludia has introduced Jurassic World: The Game on mobile devices. Thank you for speaking with us Marc, we appreciate your time. As an introduction, can you tell us a bit about yourself and your role at NBC Universal? I recently joined Universal where I lead regional teams and a network of international agents to oversee the continued growth of our business in international markets. Before joining Universal, I was with The Walt Disney Company in various positions, most recently as Vice President & General Manager of EMEA for Fashion & Home Furnishings. Previously I held international marketing and merchandising roles with Nike, Gap and Russell Athletic. Jurassic World and Minions have received huge coverage globally to date; to begin, can you give us some updates on these two high profile properties from Universal? Jurassic World is the 3rd highest grossing film of all time worldwide with upwards of $1.6B at the global box office. Hasbro
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In Australia, the box office figure has reached USD$40M which ranks it as the 2nd highest grossing film for 2015, after Furious 7. The key categories of toys and apparel have exceeded expectations setting the brand up for further success in 2016. In addition, location based entertainment also has been a huge success. Minions is the prequel to Universal Pictures and Illumination Entertainment’s Despicable Me global film franchise, and we’ve seen incredible excitement around the world for this brand. The film opened No. 1 in 56 territories and is now the 2nd highest grossing animated film of all time worldwide. The licensing program is anchored by our global master toy partner, Thinkway Toys; other global partners include Hasbro (for both games and Play-Doh products), Mega Brands (construction sets) and EA, who is developing Minions Paradise, an all-new mobile game that introduces an exclusive never-before-seen Minion named Phil and challenges players to help the Minions build, craft and design
their ultimate tropical playground, including plenty of bananas. In Australia, release of Minions has been one of the major pillar events at retail this year - across all our key retailers. In addition to the successful toy program, there are several partners who are playing a big role in catalyst areas; Caprice for key softlines, ZAK for melamine and hydration and Fonterra for chilled dairy snacks to name a few. In fact, all our licensing partners have enjoyed a very successful year with Minions and will be continuing to drive the brand at retail throughout 2016, in the lead up to Despicable Me 3 in 2017. The Secret Life of Pets has been getting great attention across many platforms in the lead up to its release in July 8th, 2016. Can you give us a rundown on the idea behind this film and what we can expect? The Secret Life of Pets, a comedy about the lives our pets lead after we leave for work or school each day, is the fifth fully-animated feature-film collaboration between Illumination Entertainment and Universal Pictures. Illumination founder and CEO Chris Meledandri and his longtime collaborator Janet Healy will produce the film directed by Chris Renaud (Despicable Me, Despicable Me 2), co-directed by Yarrow Cheney and written by Brian Lynch, Cinco Paul and Ken Daurio. Louis C.K., Eric Stonestreet and Kevin Hart will star in The Secret Life of Pets as Max the terrier, Duke the mongrel and Snowball the rabbit respectively. From a casting point of view, what else can we expect from The Secret Life of Pets, given the already stellar line-up? As you mentioned, comedy superstars Louis C.K., Eric Stonestreet and Kevin
Hart make their animated feature-film debuts in The Secret Life of Pets. The film will co-star Ellie Kemper, Lake Bell, Jenny Slate, Bobby Moynihan, Hannibal Buress and Albert Brooks. Are you able to tell us when we can expect to see the first trailer for The Secret Life of Pets? Our first trailer debuted globally online June 17 and then went up in theaters around the world with Minions. I believe that the film will be directed by Chris Renaud; can you give us a background on Chris and other films he has worked on to date? Chris Renaud directed Despicable Me and Despicable Me 2. From a production point of view, Illumination Entertainment are producing the film. This is the same company that produced both Despicable Me and Despicable Me 2 and have also produced Minions to be released later this year. Can you tell us more about this company and the benefits of working once again with a familiar company on The Secret Life of Pets?
As mentioned, this is the fifth fully animated feature film collaboration between Illumination Entertainment and Universal Pictures. On each film, we’ve worked closely with the team at Illumination on everything from the selection of our partners, to product development, marketing and creative execution. Our partners appreciate the direct involvement of the filmmaking team - as an example of this collaborative approach, Illumination’s writers, directors, artists, and animators are working hand-in-hand with EA’s mobile development team on the Minions Paradise mobile game. We expect that Illumination will have this same level of involvement on the development of the Consumer Products line around The Secret Life of Pets. From the images we have seen, the design and animation looks fantastic which is great for licensing. What will be the main categories that you will explore and is there a toy partner to date?
In addition to traditional plush and and figurines, Spin Master will develop interactive and motorized toys that bring the pets to life in unexpected ways. Just like the film’s characters, the toys for The Secret Life of Pets range from cute and cuddly to feisty and irreverent. We anticipate a robust cross-category program in support of The Secret Life of Pets; additional partners will be announced soon. Thanks again for your time, Marc. We look forward to speaking with you again in the coming months on all things Pets! ** Editors note: The scheduled release dates for The Secret Life of Pets will be June in the US and September in Australia.
For licensing enquiries for Australia and New Zealand please contact WP Brands on +61 3 9274 2900 or email info@wpbrands.com.au
Innovative play leader Spin Master is our global master toy partner for The Secret Life of Pets. Spin Master has the rights to develop a wide variety of toys.
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THE No. 1 LICENSING * AGENCY IN THE WORLD
For All Enquiries, Contact IMG Licensing Australia Elie Mansour, Director Email: Elie.mansour@img.com | Mobile: +61 439 451 376 Cedric Schaal, Licensing Manager Email: Cedric.schaal@img.com | Mobile: +61 450 200 060 IMG Sydney offices | Phone: +612 9285 8000 Address: Level 2, 179-191 New South Head Road, Edgecliff, NSW 2027 www.imglicensing.com *As rated in License! Global Magazine’s Top Global Licensing Agencies 2015
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IMG ON A MISSION IN AUSTRALIA Feature Interview with Elie Mansour & Cedric Schaal IMG is the largest independent licensing company in the world, with an unmatched 50 year track record and global network of offices. Offering a full service solution for brands, IMG represents the licensing rights of prominent corporate trademarks, media & entertainment properties, sporting brands, personalities and estates. IMG currently manages properties worth in excess of 8.5 billion dollars, and has been ranked the #1 licensing agency in the world by License! Global for the past seven years. Prestigious trademarks such as Playboy, Volkswagen, Ducati, UEFA EURO 2016™, Cosmopolitan, Goodyear and James Bond 007 are just a few of the intellectual properties handled by IMG’s global licensing division. Elie Mansour has recently joined the company’s Australian office as Director of Licensing. Elie joined from the BBC where he managed the licensing and retail operations. Richly entrepreneurial and with a passion to succeed, Elie is charged with the task of evaluating the Australian market and fast tracking IMG’s licensing business in the region As a result, one of Elie’s first moves was to appoint Cedric Schaal as Licensing Manager. Cedric joined IMG from a cross platform and retail background and his initial focus will be on driving the business by identifying opportunities within their current portfolio We recently caught up with both Elie and Cedric to learn more about their vision, strategy and the plans they have in place over the coming months. To Elie: IMG are the custodian of many global iconic brands. To date many of them have not resonated in our market. What is your vision for brands such as Volkswagen? If we look at VW specifically, There is a great love and following for this iconic brand with collectors and fans here in Australia. The history of VW and the connection with the surf, sun and beach lifestyle is plain for all to see. We are on track here in Australia in replicating the
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successful global licensing program that will roll out across mass and specialty retailers. In 2015, VW became the biggest car manufacturer worldwide. With this enormous brand awareness, we are partnering with licensees that understand the legacy behind the VW family which includes the Beetle, the Combi and the Golf. VW is making its first-ever appearance at a licensing event at Brand Licensing Europe, located at the biggest booth on the Brands floor, and we look forward to seeing Australian licensees dropping by. You will already inherit a licensing program for Playboy. This CP business has been operating for a number of years now. What is your vision for this multi billion-dollar brand in our market? Our mission with Playboy is to continue pushing the lifestyle brand point of view with an emphasis on fashionable and on trend design. By promoting new creative materials and brand direction we are reinforcing brand credentials in our market through existing and new partners. We are planning new PR activities and annual marketing events that will enable our consumers to have a very relevant experience with this powerhouse brand. Everything that we do is intended to open peoples eyes to the creative power and beloved heritage of Playboy. IMG recently acquired the 007 brand. Traditionally James Bond has enjoyed a strong following in this market. What are your plans to develop this brand? The next Bond movie “SPECTRE” will be in cinemas in November, providing a timely hook to begin developing the brand as a year round evergreen, trading on its 30-year history and amazing art archive in addition to capitalising on the global film release and plan for the next one. The James Bond brand has not been widely licensed in the past, so we have a great opportunity to bring some creative and profitable partnerships to a very ‘clean’ market.
Do you intend to reach out to the market and attract other brands and programs to the IMG business model? We’d love to partner with Australian brands and help them exploit their full business potential by reaching a bigger, more global audience and tapping into our worldwide network. We provide 360°executional capability with respect to the development, marketing and monetization of brands, events, teams, federations and individual superstars. IMG is the premier resource and leader in global licensing with a 50 year track record of success. We provide global management with local execution and knowledge. Fashion has always been part of the IMG DNA, what is your vision in terms of developing programs in conjunction with the personalities you already manage? We aim to be authentic, strategic, engaged and willing to evolve with fashion trends. We help our clients deliver products that ensure consumers appreciate that products are carefully selected; for example, a celebrity having a hand in designing them and use in aspects of their own lives. At the end of the day, a celebrity raises consumer awareness of a product, but once the consumer has the product in their hands, the design and quality is what
“We provide licensing management for many of the world’s most prestigious brands and personalities, including Ferrari, Wimbledon, National Geographic, Cosmopolitan, Claudia Schiffer, and Brigitte Bardot.”
“Our clients generate more than $8.5 billion of licensing retail sales annually, making us the No.1 licensing agency in the world.”
counts. We need to collaborate with well-known and respected licensees who are true to the brand and understand the unique qualities of building long term partnerships with fashion talent. Importantly in this regard, a successful celebrity fashion brand must evolve along with major life milestones, market appeal and trends To Cedric: Cedric, can you tell us a little about your background? I have experience across an eclectic mix of fashion, events, retail and digital across Europe, the Americas and the Middle East, which certainly helps me to understand the wide remit of IMG’s business and support its global growth. I’m also a huge sports fan too! We understand that IMG will manage the EURO 2016 football event in France. How do you see this playing out for you? We (IMG) are proud to represent UEFA as the global master licensee for the second biggest football tournament on the planet (after the World Cup). Football is the fastest growing sport in Australia and we have an important task in delivering a market-oriented licensing program while at the same time celebrating football and embracing the origins of the tournament. This said, being French and a football fan, I’m looking forward to seeing how my team
and our European neighbours perform, and equally excited to work with our licensees on consumer engagement activities in partnership with retailers. Will you engage other aspects of the IMG business model to assist in developing your CP programs? Yes, absolutely. From modelling and event management to media distribution and sponsorship, at IMG we can leverage our contacts and services to offer the strongest value proposition to our clients. We are not only representing world-class brands but also providing expertise in all business areas including product development and marketing strategies. Will you be able to draw inspiration from global programs that are currently running in both North America and Europe? Let’s face it, the real challenge for licensing activities in Australia is being market relevant as Australians tend to defend their national identity and retail landscape, which I believe is a good thing. Nevertheless we do take great inspiration from all our global programs including for example Claudia Schiffer, Cosmopolitan and US colleges. To give you a specific example, our global achievements with Volkswagen speaks for itself with 170 licensees signed in just three years. This becomes an easy sales pitch in Australia, especially when
associated with the Beetle and Campervan heritage. The Australian market is challenging at present, where will you devote your energies in terms of engaging retailers? We have to be innovative, knowledgeable and forward thinking, and in our digital era that means learning from the global market trends and helping the retailers to reach their consumer base. Whilst we showcase a diverse brand portfolio, our focus is to continuously educate our existing and potential licensees with the latest news and assets from our licensors, as well as finding tangible ways to expand one branded product offering across multiple categories. Whilst the market looks challenging, there are many opportunities for those who can think outside the square. Retailers are looking for new revenue streams and experiences for their customers. IMG’s global business model can provide greater leverage for your brands and those that you aim to attract. We look forward to seeing IMG effecting our market. Thank you both for your valuable time.
For more information please visit www.imglicensing.com.
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Brand Licensing, Mass Media Placement, Digital Media Management, Online Strategy, Social Media Creation, Brand Management, Sponsorship, Retail Placement, Creative Support
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Welcome to WP Brands From humble beginnings in 2006 in a small office in Melbourne, Australia, Wild Pumpkin Licensing International has grown to become one of Australia’s leading independent licensing agencies. Starting with the Jonathan M. Shiff Productions’ TV series, H20: Just Add Water, the small team of three were able to secure a significant cross category promotion with Target Australia and the new business was up and running. From those beginnings with one property, Wild Pumpkin set out on a path of rapid growth, securing numerous new brand representations and working to challenge the traditional licensing model. In just two short years Wild Pumpkin became a major player in the industry managing many of the biggest blue chip brands in various genres - from entertainment to digital, events, fashion and toy industries. The diversity of the brand portfolio and the services Wild Pumpkin offers were key factors which have led to the business becoming the preferred licensing agency partner for many high profile internationally recognised brands. Over the years Wild Pumpkin has continued to develop and maintain very productive relationships with all key Australian and NZ licensees. Whilst these licensee relationships remain key to the success of any licensing agency business, Wild Pumpkin continues to build exceptionally strong retail relationships to drive returns for each brand they represent.
With this in mind, Wild Pumpkin is very excited to enter a new phase for their business by officially unveiling a new corporate identity - WP Brands.
The world of consumer products licensing is changing every day, as consumers continue to evolve. The traditional one dimensional licensing agency model is being challenged by these changes and it is evident that an agency must implement a full brand management approach to survive and thrive in the licensing business today.
This new look has been developed to match the ever evolving array of services WP Brands provides, and to meet the demands of the modern licensing industry. At WP Brands, licensing remains at the core, but the overall business will cover multiple areas such as mass media, digital, online, social media, brand
management, sponsorship, retail placement and creative support. WP Brands is most thankful for the support from all our domestic and international brand owners, licensees and retailers over the years. We look forward to continuing these fruitful relationships in the many years to come.
For more information on WP Brands, please feel free to contact the team on: +61 3 9274 2900 or visit us at: www.wpbrands.com.au
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TM
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W W W. I M PA C T W A L L A R T. C O M . A U
FRAME D ART A framed image is still as relevant today as it always has been. Create impact and drama with a carefully chosen print or poster in our generously proportioned frames. •
Classic Format
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Available in Perspex or Glass
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Multiple Size Options
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Paper Wrapped MDF
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3 x 1.5cm Profile
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Multiple Colour Options
R ECESS E D ART FRAMES A m oder n t a k e on t h e c l a s s i c f ra m e t ha t m a k es t h e i m a g e t he s t a r. The s t rea m l i ned f r a m e f oc us es y our ey e s o n t o t h e i m a ge, w hi l s t t he d e p t h g i v e s i t a n a l m os t 3D e f f e c t . •
Contemporary Format
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No Perspex or Glass
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Multiple Size Options
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Paper Wrapped MDF
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0.5 x 2.5cm Profile
A U S T R A LI A’ S L A R G E S T L I C E N S E D P O S T E R & WA LL A R T D I S T R I B U TO R S I N C E 1 9 9 0 . BLE
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Impact imports volume wall art sourced from accredited factories and inspected by our team of employees in China and Hong Kong. Call to discuss your FOB and LCL wall art needs.
Colin Wise T: 02 9481 7344 colin@impactposters.com
CA N VA S A R T The traditional canvas is re-invigorated with the use of licensed images. Choose the image, the size and the depth to create the perfect wall art. •
Traditional Format
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Multiple Size Options
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MDF Frame
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Polyester Canvas
G E L C OAT ™ A R T Th e n e w e s t c o n c e p t available, Gel Coat™, p ro v i d e s a p ro t e c t i v e l a y e r on your image without the need for glass or perspex. Th i s f i n i s h e x c e l s w i t h bright colours. •
Contemporary Format
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No Perspex of Glass
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Paper Wrapped MDF
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3 x 1.5cm Profile
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Impact Wall Art Impact has had its finger on the pulse of culture for over 30 years. We work with our international partners Pyramid International and The Art Group to find the best international brands, imagery and factories to bring Australia and New Zealand the most diverse collection of wall art available. Our core poster business gives us the opportunity to gauge a license before the rest of the market catches up, we can provide qualified sales trends, country wide, from purchases in well over 1000 retail outlets. Based in Sydney Impact has dedicated staffing resources in licensing, product development and merchandising the final product.
Worldwide, Impact has production solutions in Australia, Europe and Asia, including a dedicated full quality control team in China. We can work with our customers to create the ideal product for their requirements. Our collection of product includes, but is not limited to; Posters, Prints, Framed Wall Art, Canvas Wall Art, Wooden Art, Stationery and Calendars. Our diverse collection fulfills all market segments - from early pop culture adaptors looking for what’s next, to the home maker, looking to freshen up the home they love. We are constantly adding to and evolving our collection and actively developing new products in collaboration with our
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licensors; the ability to react to trends and deliver on time is our ongoing focus.
We look forward to meeting with you to discuss the potential.
Consumer engagement with licensed product has never been higher, epitomised by box office takings and TV viewing numbers.
The market for licensed wall art is growing with a variety of our products set to hit consumers in the 2nd half of this year. Now is an opportune time to consider what is right for your customers as there is still time to order to achieve Christmas Sales (delivery in October). We believe Wall Art is more than something that hangs on a wall to fill a space; it’s something to enjoy, to share, to show off, to be proud of and to give.
For more information, contact Colin Wise, Product Development Manager at Impact Wall Art on +61 2 9481 7344 or email colin@impactposters.com
The Fusion Agency Now in its fifth year of operation, The Fusion Agency has established its place in the Australian and New Zealand, and more recently the global marketplace; as an agency of choice having delivered comprehensive licensing programs, high-profile promotions and delivering new intellectual properties to market both locally and worldwide. As The Fusion Agency gears up for another exciting trip to Brand Licensing Europe (BLE) this October, Gail Mitchell, Managing Director, said “Given the work we are undertaking as a business on a global level, BLE has become a “must attend” event on the Fusion calendar. We have a week of meetings booked with a variety of global manufacturers and distributors, retailers, agencies, App producers, licensors and licensees, making it a very valuable event for Fusion to attend.”
monsters are scary and is it always important that your socks match? Do all games need rules and is the night really just for sleeping? Monty explores these ideas by embarking on a journey into his imagination, accompanied by his best friend Jimmy Jones, the family pet pig, where they find fresh perspectives and have lots of fun. These adventures are narrated by a unique song in every episode, so music is at the core of property. This charming, humorous, engaging TV series was pre-bought by ABC TV in Australia, CBeebies in the UK and Netflix for the rest of the world. The worldwide launch of the first 78 x 7 minute episodes is planned for Q2 2016 and will be translated into 18 languages. Children around the globe will go on an imaginative, musical journey to amazing places full of surprises; meet new friends and looking at everyday life differently as a result. “We are thrilled to be talking to master toy and publishing potential partners at BLE”, said Gail Mitchell, MD of The Fusion Agency. “It is a real thrill to see the interest and excitement this brand is creating. Everybody we’ve shared Kazoops with absolutely adores it. We have a strong character base, beautiful creative, cool storylines and an original song per episode. No wonder the TV was snapped up so quickly!”
Speaking of our global footprint... Fusion is excited to be managing the worldwide merchandising, toy and publishing rights for Kazoops. Fusion will launch this brand at BLE partnering with Art and Science, our UK SubAgents. Kazoops is a musical pre-school TV series from the talented and creative team at Cheeky Little Media. The show is about Monty Kazoop, a 6 year old boy, and his quest to challenge preconceptions about life, and the world we live in, through the power of his imagination. How do we know that all
2015! Rich in game play, these super styled toys incorporate rarity, themes, playsets, vehicles and a surprise “pop” which brings them to life. “We have invested in testing Gobsmax in the UK, France and the USA. The results have been stellar. Kids love the collectability, the play value and the theming. We even have a major restaurant chain supporting Gobsmax in 2016 throughout the whole of Europe. Now that’s a coup!” said Gail, “We can’t wait to see our toy range in the hands of children worldwide”
Most excitingly, Fusion has also secured the rights to the Coolabi cult classic “The Clangers”. Michael Palin narrates this story about a family of pink, longnosed, inventive and loveable mouseshaped creatures who live on a small blue planet in outer space. Watch out as the most memorable pre-school TV characters of the 1970s return to our screens! “Due to go to air on the ABC in Australia in early 2016, we think this property is quirky enough to capture children’s imaginations and have their parents enthralled” said Vincent Jones.
In conjunction with our global toy partner, Zobo, Fusion will be launching a high-energy, jaw-dropping action collectible toy range, Gobsmax, in late
For more information, contact The Fusion Agency by calling Head Office on +61 2 9439 5511 or email info@fusionagency.com
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News on Retail, Toys & Licensing www.buggreport.com.au
BUGG
THE
REPORT
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A L L N E W EP I S O D E S O N SU NDA YS @ 1 1 A M & MO N D AY S @ 8:30AM
™ & © SCG POWER RANGERS LLC. ALL RIGHTS RESERVED.
B E ST SE LLI N G R ANGE O F PO WE R RANGERS T O YS FRO M U.S. AVAI LAB LE NOW
®
For Wholesale Enquiries, please contact Toy Networx 03 9460 2277 or email: sales@toynetworx.com.au
®
Bandai.com/PowerRangers For more information - toys@bandainamcoent.com.au B U G GTOYSA N D LI C EN S I N G.CO M
IN THE UK!
Over 7 million app downloads in the UK alone.
Over 3.5 million downloads of DWTD: The Games since Q4 2014.
The DWTD YouTube channel already has more than 10k subscribers, 13 million views and over 22 million minutes enjoyed!
Look out for the books from The Five Mile Press in 2015!
Over 7 million app downloads in the UK alone. Over 3.5 million downloads of DWTD: The Games since Q4 2014. The DWTD YouTube channel already has more than 10 thousand subscribers, 13 million views and over 22 million minutes enjoyed! Look out for the books from The Five Mile Press!
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Tinderbox Adds New Microsoft Title to Roster Tinderbox, the dedicated digital division of leading global brand extension agency, Beanstalk, has added soonto-be-launched action adventure game, ReCore, to the roster of clients it represents under the Microsoft Studios Xbox umbrella. Tinderbox has been tasked with building the title’s global licensing programme across an array of categories including apparel, accessories, toys, collectibles, publishing, gift and novelty. A collaborative effort between leading game creators Armature Studios, Comcept, and Microsoft Studios, ReCore marries exhilarating action platform gameplay with a deep and charming story all set in a mysterious, dynamic world. ReCore is targeting an E10+ ESRB rating and is set to launch exclusively for Xbox One in early 2016. Tinderbox is also working to grow the programmes of existing clients, brokering a deal between games developer, Turn 10 Studios, and leading apparel manufacturer, Level Up Wear
SA, for a range of branded apparel, headwear and accessories for hugely popular racing game series, Forza Motorsport. The collection will be available through online distribution channels as well as specialist offline stores in Europe, Australia and New Zealand and is set to hit retail shelves in autumn 2015. Turn 10 Studios has also partnered with leading apparel manufacturer, C-Life Group, for a range of Forza Motorsport branded men’s and boy’s clothing including t-shirts, polos, sweatshirts and hoodies. The collection will launch at US retail in autumn 2015 and is set to coincide with the release of upcoming title, Forza Motorsport 6, available Sept. 15, 2015. Tinderbox has also helped facilitate a partnership between Microsoft’s legendary fighting franchise, Killer Instinct, and California based apparel manufacturer, Eighty Sixed, for a collection of men’s t-shirts. The range, featuring the game’s iconic logo as well as prints based on its spectacular
visuals and distinguishable characters, first launched at leading gaming tournament, The Evolution Championship Series (EVO) in July 2015 and is distributed through Eighty Sixed’s own e-commerce store. Killer Instinct was originally made popular as a quintessential 1990’s arcade game. The updated version launched exclusively for Microsoft Xbox One in 2013. Lastly, Tinderbox continues to pursue various licensing opportunities across a wide range of categories for the additional titles it represents within the Microsoft Studios Xbox portfolio: ten year established BAFTA winning action and adventure game series, Fable and persistent, open-world, zombie survival game franchise, State of Decay.
For more information, please visit: www.tboxagency.com or visit our stand at BLE: P100.
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The Rising Power of Gaming Communities and What They Mean For Brands Dan Amos is Head of New Media at Tinderbox, the dedicated digital division of leading global brand extension agency, Beanstalk.
To the uninitiated, the growing popularity of eSports - spectators watching other people play games might seem like a peculiar phenomenon. Individuals or teams are battling each other in titles such as Dota 2, Halo, StarCraft and Gears of War, and fans, some of who have paid more than $200 for their tickets, are following the combat live from their seats. Competitive computer gaming has by many an expert been branded the new “billion dollar industry” and depending on who you ask, there are up to 134 million enthusiasts following the tournaments worldwide. In fact, although it might sound like an unrealistically high number, recent reports estimate that the eSports sector is set to generate global revenue of $621 million this year1. Add to this prize pots in the multiple million dollar range, as well as tickets that sell out within the hour, and you soon realise that this is an entertainment sector to be reckoned with. As a proud and longstanding gaming geek, I am personally fascinated, yet not entirely surprised, by the rising popularity of eSports. After years of split-screen gaming on titles such as Halo, Mario Kart and Goldeneye, I have perhaps missed my calling as an eSports athlete, but competitive gaming
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has certainly evolved significantly since the early iterations of multiplayer games. This is an industry that has gone from juvenile and niche to a mainstream entertainment phenomenon, much thanks to the birth and explosive growth of livestreaming services such as YouTube Gaming and Twitch. And while some sceptical voices question the longevity of the industry, claiming that games (just like other trend driven products), are prone to go out of style, I am certain that professional leagues, such as The Halo Championship Series, are here to stay. In fact, I would like to argue that eSports is about so much more than the popularity of individual titles; rather, it is about bringing communities of enthusiasts together, enjoying something they all share a deep fascination for, in an exhilarating, immersive set-up. It is also about the connection fans establish to the gamers that they admire, the aforementioned streaming platforms ensuring that a world-class gaming experience is never more than a split second click away.
In my opinion, it is exactly this - the rise of tight-knit communities sharing a love of gaming that has made eSports the lucrative industry it indisputably is today. The accessibility, openness and immediate gratification make this an incredibly democratic form of entertainment; an all-immersive experience which can be enjoyed simultaneously by millions of dedicated viewers in vastly different parts of the world. In 2013, one of the world’s leading competitive gaming leagues, Turtle Entertainment owned ‘ESL’, reported active communities in more than 46 countries across the globe2.
Two years on, streaming platform Twitch claims to have over 100 million unique monthly viewers and, according to numerous industry reports, the League of Legends 2014 World Championships had more than 32 million viewers online3. Similarly, it is virtually impossible to have missed the explosive rise to fame of YouTube stars such as Swedish born PewDiePie (real name: Felix Kjellgren), whose 39 million subscribers have turned his ‘let’s play’ gaming channel into one of the online video streaming giant’s most successful ones to date. The charismatic 25-year old has made a minor fortune (according to several sources, $7.4 million to be exact) on posting videos of himself playing, and humouristically commenting on, leading AAA franchises as well as small independents and iconic retro style games4. It is safe to say that the force behind the incredible success of YouTube stars is similar to that driving the growth of eSports: both are built on an inclusive format which allows fans across the world to form dedicated communities which in turn translate into loyalty and a close connection between viewers and the gamers they admire. For brands, be they video games or other types of properties, this form of consumer engagement is an incredibly powerful tool when extending their assets into new product categories. What is interesting about the formation of online communities, and their impact on potential extension opportunities for brands, is that companies are somewhat giving up control of their properties, inviting their audiences to fully immerse themselves in the brand, hence creating an even stronger emotional bond between fans and their favourite franchises. In that sense, YouTube stars as well as eSports events function as drivers for brand engagement and this can in turn be used to create or boost appetite for licensed products. It is also safe to say that streaming services such
as Twitch have greatly contributed to increasing the visibility of many of these franchises, tapping into new potential consumer groups by making them available to people who do not necessarily play the actual game. In July, I was fortunate enough to attend the hugely popular Minecraft convention, MineCon, and what struck me (apart from the incredible size of the 10,000 attendee spectacle) was that, for many a visitor, Mojang’s best-selling video game was not the primary draw. Instead, a significant group was first and foremost there to catch a sight of StampyLongHead; a British born 25year old whose 6.4+ million subscriber YouTube channel features him playing Minecraft as his virtual cat character alter ego. Interestingly, Stampy (real name: Joseph Garrett) is primarily targeting a 6-14 year old audience
whereas Minecraft, the actual game on which he has built his success, was originally skewed against a slightly older demographic. This only goes to show the incredible impact of gaming personalities, as well as the communities they create, and further proves how they help in exposing brands to a much broader consumer base. For video games, the implications related to building successful licensing programmes are many. Consumer connection and awareness are two of the main things we look at when evaluating extension viability and clearly, online communities help in building both of these aspects for the franchises to which they are associated. Therefore, a game’s presence in the eSports space (or on streaming sites such as YouTube) may directly influence its perceived opportunities in licensing and
potentially even skew the direction in which the strategy is heading. In that sense, savvy brand owners should embrace and encourage the online communities supporting their titles and find a way to capitalise on fans’ devotion when extending their scope through licensing.
For more information, please visit: www.tboxagency.com or visit our stand at BLE: P100.
1. 2. 3. 4.
Source: Source: Source: Source:
Superdata The Conversation The Verge Business Insider
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The Five Mile Press Clever Ways to Create with Dumb Ways to Die In 2012, Metro Trains in Melbourne, Australia created what became one of the most successful viral PSA campaigns in years and one of the most awarded campaigns in history. In a matter of days, the catchy tune about really dumb ways to die entered the Top 10 on iTunes. From there it went on to sell over 100,000 copies by mid-2013. The brand has grown from strength to strength. It became the #1 app in 85 countries on iPad and the #1 app in 53 countries on iPhone. With the release of the second app, The Games, towards the end of 2014, Dumb Ways to Die has seen phenomenal growth in its target markets and is still going strong. Dumb Ways to Die is a truly global brand. The original PSA has already been translated into French, with four other languages now in production. This level of interest means we may soon see the tongue-in-cheek safety campaign taken up by other rail systems across the globe.
Dumb Ways to Die Around the World Already more than 2 billion game play sessions Nearly 70,000 pledges to remain safe around trains Over 171 million global views on YouTube Over 1,000 parodies of the song have been created on YouTube
In 2015, Metro signed up licensees for Dumb Ways to Die consumer products, which included high-quality plush from Licensing Essentials. The Five Mile Press acquired worldwide publishing rights (excl. USA) and will launch their range with two Kooky/Crazy Sketch It Doodle Books and a Crazy Activity Journal by the end of the year. They will expand on their range in 2016 with titles to include novelty and gift, stationery and puzzlers - all celebrating the satirical, irreverent humour that makes this brand such a fresh delight. Next year will see the introduction of new eccentric characters to further explore the quirky and seriously unsafe world created by McCann and
Metro. Fans can also look forward to the release of a third game; continued social media campaigns on Facebook, YouTube, Instagram and Tumbler; a new e-store, and videos tailored to seasonal events - the world is about to get very, very safe!
For sales enquiries please contact Joanna Lake via email at joannal@fivemile.com.au For other licensing enquiries email dwtd@metrotrains.com.au www.fivemile.com.au
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Fan Emblems Luna Nameplate Industries (LNI), Australian based automotive component manufacturer and LIMA Member are looking to create a global presence at Retail with Fan Emblems. In a world first for Warner Bros. and DC Comics, Fan Emblems are using their patented automotive badging system to bring a hot new range of officially licensed chrome and resin Super Hero emblems to the global Licensing market via their new Consumer Products (CP) division, Fan Emblems.
Our new venture into Licensed products has been a very exciting project that we have been working on for the past 18 months”, said LNI’s Managing Director, Malcolm Fredericks.
Fredericks continued, “we feel that we have a great range of products and the response we have received from our customers has been incredible. People love the product range and the business has certainly exceeded our expectations. We are looking forward to expanding to other parts of the world so even more Super Hero Fans can get their very own Fan Emblem.”
The Fan Emblems product range is an all-new category for the licensing industry. The Chrome and Lensed emblems are premium automotive quality products that are self-adhesive. The range includes DC Originals and DC Character varieties including Batman, Superman, Wonder Woman, Harley Quinn, Poison Ivy and the legendary Joker, just to name a few. Fans can ‘Declare Their Allegiance’ by purchasing Fan Emblems online and through select Retail outlets in Australia and New Zealand. The next step for the Fan Emblems is to expand their retail presence to the global market through North America, Asia and the UK, to give Super Hero fans the chance to experience Fan Emblems.
Below: Fan Emblems retail exhibition stand. Right: Poison Ivy and Harley Quinn
To learn more about Fan Emblems, or to enquire about Retail sale opportunities call +61 3 9721 4200 or visit www.fanemblems.com
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DECLARE YOUR ALLEGIANCE
WWW.FANEMBLEMS.COM
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Further Your Industry Education LIMA Australia Chapter
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LIMA AustraliA Understands Licensing At the 2015 Licensing Expo in Las Vegas, there were over 5,000 brands on show. This continues to grow each year and the commercial and marketing framework to understand and deal within the Licensing industry has largely evolved out of trial and error. As we all know and understand in the industry, we have learnt about the licensing business “on the job”. It is a complex and diverse business generating some $240 billion dollars globally. It is fraught with danger if you do not possess the skills to manage the process. Over the years, many of us have completed tertiary studies such as MBA’s to give us the qualifications to work in the industry. Unfortunately there is no degree which you can undertake that will provide you with the necessary qualifications to hold down a commercial role in our industry. Below: Yvette Sittrop receiving her LIMA CLS Certificate at the recent LIMA Licensing Breakfast at
That is until LIMA came along! Our Coursework of Licensing Studies (CLS) certificate is the only accredited course which you can complete which will actually provide you with an official set of studies that will equip you to work in the licensing industry.
the Eureka Tower in Melbourne.
As is always the case, it takes time for people and organisations to recognise the significance and relevance of new products. Our CLS course is no different. Coincidently, Australia has already had five licensing executives undertake the studies: Lincon Boyd - Blue Chip Licensing, Celia Murray - Untapped Agency, Stephanie Candiloro - Warner Bros. Consumer Products, Yvette Sittrop - The Five Mile Press and this year Wendy Garth, also from Warner Bros. Consumer Products. If you are a LIMA member, the course is available to you at a cost of $800 USD, which is less than half of the nonLIMA member rate. We should all take the time to complete the course. We encourage all licensing organisations to identify aspiring licensing executives
within their ranks and sign them up for the LIMA CLS. The course takes place annually, kicking off at the Licensing Expo in Las Vegas. It begins with face-to-face tutorials as part of our LIMA University program and then progresses to online studies during the following 12-months. You will be required to complete a final research paper. If successfully completed you are eligible to take the CLS CERTIFICATION EXAM, this is administered online. A passing grade of 85% is required. Our most recent Australian licensing person to successfully complete the course is Yvette Sittrop. Yvette is the Licensing Manager for global publisher Five Mile Press.
For more information about LIMA Australia, please contact Tony Bugg on +61 3 8782 3717 or email tbugg@licensing.org
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COMING SOON
EXCLUSIVE TO BLKSPORT.COM
BLKSPORT.COM #beyondlimitsknown
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BLK 2016 Indigenous All Stars Jersey International sports apparel brand BLK has produced a very special garment ahead of the National Rugby League’s 2016 Indigenous All Stars match being played in Brisbane. BLK head designer Ari Anthony worked closely with brilliant eighteen year old contemporary indigenous artist Chern’ee Sutton who provided the inspiration for the 2016 Indigenous Jersey. Anthony had the enormous challenge of producing a commercially successful jersey through digitising and manipulation of the original artwork without compromising or altering the detailed messaging of the original works. The striking 2016 Jersey was created through allocation of specific elements of the original artwork to engineered cut and sew panels, Ari also highlighting key artwork elements to give them greater prominence. The War Cry element of the Jersey was crucial to the original painting and likewise is an eye catching feature of the 2016 jersey, positioned beautifully on the lower back of the garment.
Chern’ee created her artwork entitled “Thapu Wani Watina” which in Kalkadoon language means Brothers Playing Side By Side using Acrylic and textured acrylic on a 122cm x 91cm canvas. Like the Indigenous All Stars team the artwork pays tribute to the many indigenous nations and peoples located across Australia and the Torres Straight Islands. The Rainbow serpent represents the Dreamtime, indigenous history and a strong connection to the land, while the hand prints represent the Indigenous All Stars players who will proudly represent their people in the Suncorp Stadium block buster.
The passionate war cry performed by the kneeling Indigenous All Stars players pre-match is an important tradition summonsing the spirit of ancestors from the dreamtime who rise above, providing strength, courage and wisdom to the team as they take to the field to do battle with the All Stars team. The three flags represent all of Australia coming together, Aboriginals, Torres Strait Islanders and the broader Australian community. The footprints represent the different communities and peoples making the journey from all corners of the country to take part in All Stars festivities.
The connection of the hands signifies that they will play as brothers, as one mob, all filled with pride and passion.
The Artist, the inspiration:
When it comes to indigenous Rugby League players, the late great Arthur Beetson’s legacy is without comparison. A tough, passionate Queenslander,” Arties” commitment to nurturing and guiding many of the current crop of Indigenous All stars has been recognised through a bronze star. A secondary Bronze star represents the Arthur Beetson memorial trophy and the emergence of the next crop of indigenous leaders.
Hailing from Mount Isa in remote Western Queensland, Chern’ee is a proud Kalkadoon woman with strong ties to the indigenous community and history.
Importantly, the efforts of Indigenous All Stars founder and former premiership winning player Preston Campbell have also been recognised with the gold circle representing the Preston Campbell
Utilising BLK’s industry leading design block, Ari incorporated the traditional IAS colour palette into trims and binding detail to enhance the jerseys overall look, while added gradient sleeves and tonal aspects of the artwork provide a pleasant balance between the final art and more subtle print work.
medal, awarded to the man of the match.
For more information contact Jason Sintome, Chief Marketing, Communications & Digital Officer at BLK on +61 7 5635 1900 or email jason@wrsgroup.com.au
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THIS IS THE CAP
O F T H E FA N S , T H E PLAYERS AND THE GAME. N A T I O N A L L E A G U E
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R U G B Y
An epic adventure awaits inside Disney Infinity 3.0! Embark on new adventures in the Play Sets or create your own stories, worlds or games with some of your favourite characters inside 3.0 Toy Box!
AVAILABLE NOW Disney.com/Infinity
© Disney. STAR WARS © & ™ Lucasfilm Ltd. All rights reserved. “2”, “PlayStation”, “À”, and “Ô are trademarks or registered trademarks of Sony Computer Entertainment Inc. “Ø” is a trademark of the same company. Wii U is a trademark of Nintendo. ©2012 Nintendo. Product names and/or visuals shown are of product currently in development and may be subject to change. Anakin and Ahscka are included in the Disney Infinity 3.0: Starter Pack.
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