The Bugg Report Magazine - Edition 3 by thebuggreport

Edition 3

2012 Australian Toy Hobby & Nursery Fair Edition Market Wrap BBC Worldwide Haven Licensing Hasbro Disney Merchantwise Stella Projects Warner Bros. Wild Pumpkin

Feature Articles Publishing with Mark Scott Retail Spy Wide Eyes News from the Tube Food for Thought

Feature Interviews Mind Candy Discovery Banter Toys ATA

Services My Design Group Synergy Design Top Gear logo TM & © BBC 2005. BBC Logo TM & © BBC 1996.

Donâ&#x20AC;&#x2122;t miss the lovable Care Bares as they star in an all-new action-packed adventure series set high above earth in the enchanted cloudscape of Care-a-Lot! With their caring ways and iconic belly badges, the super huggable Care Bears are determined to help children everywhere understand their feelings and emotions!

LICENSING INTERNATIONAL PTY. LTD.

ing Com ! 2012

For licensing information, contact Wild Pumpkin Licensing International Pty Ltd. P: +61 3 9427 0370 E: info@wild-pumpkin.com

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From The Editor

Contents

The Bugg Report Magazine - Edition 3

Care Bears

Technology has virtually robbed us of any downtime. It might be good if someone invented a gadget that slowed things down a bit!

WWE

From the Editor

Bits and Pieces / Cady Design

Introduction to Licensors

8-10

BBC Worldwide

11-14

The Walt Disney Company

15-17

Hasbro

18-20

Haven Licensing

21-23

Warner Bros. Consumer Products

24-31

Merchantwise

32-41

Stella Projects

42-45

Wild Pumpkin

Introduction to Feature Articles and Interviews

47-49

Moshi Monsters Interview

50-51

Discovery Interview

52-53

Banter Toys Interview

54-55

ATA Interview

Wide Eyes News from the Tube

Retail Spy

Publishing with Mark Scott

Bugg Report Brand Licensing Edition

60-61

Food for Thought

LIMA Australia

Introduction to Licensees

64-67

Goldie Marketing

P.O. Box 491 Berwick, Vic 3806 T: +61 3 9769 3963 F: +61 3 9769 3963 E: info@buggsolutions.com.au W: www.buggsolutions.com.au

68-69

Rubies Deerfield

70-71

MJM Australia

Good Link International

Introduction to Services

For The Bugg Report

74-75

My Design Group

76-77

Synergy Australasia

The Guide to the Licensing World

Bugg Report Toy Fair Edition

Anyway, we at The Bugg Report are focused on delivering a top-line insight into the licensing business here in Australia. We aim to keep things fun and colorful and hope that you will support us in 2012 to deliver a local product, which covers our industry for the full 12 months.

Editor Tony Bugg It is March already and most of the international fairs are completed. I remember when the New York Toy Fair was the pinnacle of world fairs and Australians would always attend in great numbers. I remember seeing unusual turtle characters frequenting the stairwells at the toy building on 5th Avenue. 18 months later they were the hottest toy brand on the planet. Mattel toys would take over the Waldorf Astoria hotel and the Rhiga Hotel on 54th street was the licensing mecca of the day. The 90s were great times in the toy and licensing business. There was enough time to conduct business and importantly enough time to have some fun. I think it is a good time to reflect on all the very good things about the business of toys and indeed brand licensing. We sometimes forget the opportunity we have to work in an industry blessed with fantastic toys, global brands, interesting people and the ability to travel across the world attending shows of all persuasions.

We aim to keep you informed on all levels of licensing. We encourage you to follow our Twitter, Facebook and YouTube pages by visiting our website at www.buggreport.com.au. We are also excited to be bringing 3 new supplements to market in 2012: • Halloween • Sports Licensing • Corporate Branding We will have more on these initiatives over the coming months. Please come and visit us at the front entrance in the foyer area during the fair where we will have The Bugg Report Smart Car. From where I am sitting there are some very strong signs of emerging brands including Moshi Monsters, Skylanders and LaLaLoopsy. Equally the movie slate for 2012 looks brilliant with the Avengers, The Amazing Spiderman, Brave and the latest installment of the Batman franchise, The Dark Knight Rises. Keep an eye out for our next publication, which will launch just after the Vegas show in June.

Contributor Details

Editors Details

Wide Eyes News from the Tube

Editor – Tony Bugg E: tony@buggsolutions.com.au

Retail Spy Publishing with Mark Scott Food for Thought

Advertising and Content – Matt Bugg E: matt@buggsolutions.com.au Design – Merchantwise Pty Ltd T: +61 3 9520 1000 Print – Print Graphics T: + 61 3 9562-9600

It seems things have become so hectic that we have forgotten how much fun toys and licensing can be!

Published by Bugg Marketing Solutions

P.O. Box 491 Berwick, Vic 3806 T: +61 3 9769 3963 F: +61 3 9769 3963 E: info@buggreport.com.au W: www.buggreport.com.au

Please note that The Bugg Report has been compiled as a guide to the Licensing Industry in Australia and New Zealand. The views and opinions provided within the report are based upon the views and opinions of its writers. In no way is The Bugg Report a factual guide to Licensing and does not take responsibility for how the information contained within the report is used by its consumers.

CENTERFOLD FEATURES • Warner Bros. Consumer Products • Bugg Express • Bugg Report Las Vegas Edition

The Bugg Report Magazine Edition 3

Introduction to Licensors The Bugg Report Magazine provides you with updates from the Licensors who hold the rights to all the latest and greatest licensed brands and properties in our industry. Our Licensor updates let you know what is happening at all of the major agencies and Licensing companies who represent the brands that we all love, here in Australia and New Zealand. Here is where you will learn about the different activities that these companies are taking part in, their upcoming events, product launches, new brands and plans for 2012 and beyond. We hope that you enjoy the updates in edition 3, and learn more about the news that is relevant to you and our Licensing industry. In edition 3 of The Bugg Report Magazine, we have the latest market wraps from the major Licensing companies listed from A to Z.

Bits and Pieces

• G loria Carmona resigns from the Sydney Opera House and now heads up sales and marketing across licensing & retail at Hot Stuff Merchandise

• T he Nuremberg Toy Fair welcomed an impressive 75,000 attendees this year.

• P arragon signs deal with Moose Enterprise for the publishing rights to The Trash Pack. Visit www. trashpack.com for more information.

• M ake sure to follow the WWE closely as John Cena and The Rock prepare to face off at Wrestlemania XXVIII on April 1, 2012 in Miami FL.

• A KM toys announces new licensing partnership between K’NEX brands and Rovio.

• T he trailer for The Dark Knight Rises looks great. Check it out at www. trailers.apple.com/trailers/

• The ATA Wheelchairs for Kids Charity

• The How to Train your Dragon Arena

The Bugg Report Magazine Edition 3

Golf Day is coming up on May 14, 2012 at the Southern Golf Club. See the inserted flyer for more information.

Spectacular is on at Hisense Arena until March 11. Don’t miss it! Book at www.ticket.com.au • T he Harry Potter Exhibition held over the summer period at the Powerhouse Museum was a huge success showcasing hundreds of original film artefacts from one of the most loved and successful film series of all-time. The exhibition will run through until 18 March 2012. For more information visit www.powerhousemuseum.com

LICENSING INTERNATIONAL PTY. LTD.

The Bugg Report Magazine Edition 3

BBC Worldwide Australia Market Wrap

Top Gear • T op Gear continues to excite fans with series 18 launching February 2012 on the Nine Network, beginning with the India special. Highlights of the new series include an introduction to Stig’s Italian cousin as part of a great “Super Car Challenge” involving Lamborghini Aventador, McLaren MP4-12C and Noble M600. • B BC Worldwide is working with new partner Goldie Marketing who will launch the Stig Power range of Model cars, toys and RC’s this year. This follows the successful launch of K’NEX construction toys for Christmas 2011. • M icrosoft’s Forza Motorsport 4, which includes the Top Gear test track, “car soccer” and commentary by Jeremy Clarkson, has had phenomenal sales success since its launch in October 2011. Capitalising on this success, Top Gear Game Zone will feature in selected centres during the September School holidays, where kids young and old will be able to try their hand at racing the Stig. • T he official Top Gear facebook page has reached the 10 million fan mark. When asked how to commemorate the 10 millionth fan, the site received 7,832 suggestions in little over six hours. In true Top Gear style, the milestone was marked by blowing up a caravan. • T op Gear Live continues to captivate Australian fans with 30,000 fans attending the Live Tour held in Perth in December 2011. A new series of Top Gear live events will roll out internationally in the latter half of 2012 and early 2013 . • T op Gear DVD sales continue to perform at retail. New retailer partners include Woolworths who will support the DVDs with front of store POS from February 2012.

• T op Gear Magazine circulation continues to remain strong in an increasingly competitive market and it is still the number 1 men’s motoring magazine title in Australia.

Doctor Who • 2 013 will be one of the most exciting years of all time and space for Doctor Who, as the program celebrates its 50th anniversary. With a new style guide and all-new product rolling out at Christmas, 2012 promises to be this iconic brands’ ‘Year of all Time’. • T he Doctor Who brand enjoyed a huge presence at ABC Retail over the Christmas period, with a wide range of merchandise available and the launch of new boys apparel featured in store, garnering solid sell-through. • D octor Who holds the title as the longest running and most successful sci-fi series in television history (Guinness Book of World Records). • I n an Australian first, The Melbourne Symphony Orchestra presented The Doctor Who Symphonic Spectacular on February 4 at the Plenary Hall, Melbourne Convention Centre, playing to a packed house that had sold-out weeks in advance. • E ngagement with Doctor Who continues to expand across all platforms with the upcoming launch of online multi-player game Doctor Who: Worlds in Time. “The game’s multiple worlds, its varied, wonderful characters and monsters, and changing story arcs will appeal to both Doctor Who fans and casual gamers alike.” Robert Nashak, executive vice president, BBC Worldwide Digital Entertainment and Games • T he Doctor Who: Worlds in Time game is currently available to play on a preview trial basis at http://www.doctorwhowit.com/

or further details please contact: F Elie Mansour | E: elie.mansour@bbc.com | P: (02) 9744 4544 Brigid Roberts | E: brigid.roberts@bbc.com | P: (02) 9744 4569

• D octor Who: The Eternity Clock will launch globally on PS3 and PS Vita via the PlayStation Network in March 2012 with a PC version due shortly after. • P layers will be up against the most feared monsters from the Doctor Who universe – the Cybermen, Daleks, Silurians and the Silence. • T ake control of both the Doctor and River Song to unravel the mystery of The Eternity Clock in March 2012. The clock is ticking... Follow the events leading up to launch on http://www.twitter.com/DoctorWhoTEC. • N IDA’s Doctor Who workshops were again a huge success throughout the summer school holidays – all the workshop offerings were a complete sell-out. More workshops are scheduled for Easter 2012. • D octor Who series 7 will hit Australian screens in Spring 2012.

BBC Earth • B BC Earth and News Ltd have partnered for a masthead promotion through February 2012, that will take readers on a 15-Part journey through the natural world with the BBC Earth David Attenborough Wildlife Collection. • C ustomers received a new DVD each day with purchase of The Daily Telegraph and The Sunday Telegraph in Sydney, Herald Sun and the Sunday Herald Sun in Melbourne and The Mercury in Tasmania. • A ustralian audiences will be treated to another landmark BBC Earth production, this time from our own backyard as Great Barrier Reef, A BBC NHU co-production with the Nine Network Australia will air soon on Channel 9 and regional affiliates.

BBC Worldwide Australia Market Wrap Continued

Walking With Dinosaurs • W alking with Dinosaurs is set to be a hot property for 2013 with the launch of the 3D film experience, Walking with Dinosaurs 3D scheduled for the second half of 2013. This live action 3D film adaptation of the original TV series will roar onto movie screens in time for Christmas. • The film will be a family entertainment treat; the most immersive photoreal 3D experience ever where audiences will truly feel as if they are Walking with Dinosaurs. It’s the story of a young dinosaur’s coming of age during the annual giant migration… filled with action thrills and humour at every turn. • B BC Worldwide Australia look forward to speaking with partners at the 2012 Toy Fair about licensing opportunities.

Deadly 60 • B BC Worldwide Australia is also proud to introduce Deadly 60 starring UK adventurist Steve Backshall. Deadly 60 follows Steve and team as they travel the world in search of 60 deadly and often endangered animals. Deadly 60 will be airing on ABC1 from mid- 2012. • T he Deadly 60 licensing program will kick off with the launch of the MicroDeadlies range in ABC Retail.

Lonely Planet • F irst published in 1973 with a book titled Across Asia on the Cheap, Lonely Planet has gone on to publish almost 500 titles globally, selling 6.5million books annually • B BC Knowledge has launched a Lonely Planet branded block of programming in Australia and New Zealand featuring titles such as Australian production Free Rein and the forthcoming Ben Fogle’s Year of Adventures.

• T his programming block will roll out across BBC Knowledge channels globally in 2012 • B BC Worldwide Australia look forward to discussing licensing options with key partners in the Hard Travel accessory, Travel Health and Beauty Aids and the Gift and Stationery categories at the upcoming Toy Fair

Dancing With the Stars

than 20,000 tickets at the box office and entertained thousands of children. • T he tour will continue in the Easter School Holidays. • R ainbow has been signed as the new UK toy and plush licensee and BBC Worldwide Australia are working to bring the range to local consumers in the second half of 2012.

In the Night Garden

• S eries 12 of Dancing with the Stars will waltz back on to Australian screens in mid-2012 across Seven Network and will bring with it some extra sass as Mel B has been confirmed as the new co-host this season. • C apitalising on the brand’s dedicated fan base and enduring success in Australia , an exciting cosmetics and health and beauty range will launch in the Australian market in 2012. • G lobally, BBC Worldwide have partnered with P&O Cruises to present a Strictly Come Dancing interactive live event on two of its European cruise lines mid this year. Passengers will have the chance to learn from the stars behind the stars, as four professional dancers from the series show them how to jive, foxtrot, rumba, quickstep and more! For further details visit www.pocruises.co.uk

CHARLIE AND LOLA • B BC Worldwide and Campbell’s Australasia have teamed up to bring a Charlie and Lola Campbells kids soup range exclusive to Coles supermarkets. The Tomato soup and Chicken noodle soup flavours will launch in Winter 2012. • T he critically acclaimed Charlie and Lola’s Best Bestest Play toured Australia this summer, selling more

or further details please contact: F Elie Mansour | E: elie.mansour@bbc.com | P: (02) 9744 4544 Brigid Roberts | E: brigid.roberts@bbc.com | P: (02) 9744 4569

• T he In The Night Garden Story Telling Events will feature at the 2012 Baby and Toddler show in 2012.

Wibbly Pig • T he beautifully presented publishingbased program continues to perform well on ABC and ABC 2. • B uilding on the successful plush and toy range from Jasnor (sourced from UK master toy partner Raibow), BBC Worldwide Australia have partnered with Wildcard to launch a gorgeous baby/toddler apparel range for boys and girls across ABC Retail in Autumn 2012. • T he second DVD “Explore With Wibbly” was released in February 2012 through Roadshow Entertainment. • B BC Worldwide Australia will be talking with key partners at Toy Fair about more nursery opportunities for Wibbly Pig.

Disney Interview with Kylie Watson-Wheeler,

General Manager, Licensing – The Walt Disney Company, Australia

Kylie, I understand you have been involved from the beginning with the development of the Cars franchise. The dominance at retail must make you and the Walt Disney Company very proud? We are very excited by the results we have achieved for the Cars franchise. It’s the perfect example of the power The Walt Disney Company can deliver due to our ability to link all areas of our business to drive a complete story – from theatrical and DVD to product, on air and online – we own all points of the consumer connect which allows us to bring all of the activity together for one big program. Since the film’s release in 2006 and the CARS 2 release in 2011, the franchise has generated global retail sales of more than $8 billion -- making it among Disney’s top franchises and quickly establishing itself as a true classic. It’s truly a phenomenal franchise and continues to perform year on year. On the back of CARS 2 at theatrical, the DVD launch and over the Christmas period, we’ve seen CARS maintain at incredibly high levels. Can you give us some idea of the marketing spend on Cars over the past two years? As I mentioned, the benefit of The Walt Disney Company is the strength of our entire business working together on the one brand not to mention the halo benefit of all of the global noise generated around CARS. This makes it difficult to monetize the entire spend, but obviously makes the brand incredibly appealing to our partners. I think the key thing to remember around all of our marketing is that first and foremost, we focus on our audiences. CARS

has huge resonance with our consumers because it is a brilliant story, takes our fans on a thrilling adventure and has characters that you love and can bond with. We take a 360 degree view to engaging with our CARS fans and building an emotional connection with them and that is reflected in all the support we put behind this franchise. Kylie, Disney’s partnership with Pixar has been one of the most exciting and successful commercial relationships of all time. In terms of delivering a theatrical machine not seen before in our business what have been the 3 best performing franchises in terms of licensed merchandise? The Disney/Pixar relationship has delivered us unprecedented creativity, enduring characters and an emotional connection to all the stories that have been told since the original Toy Story, and speaking of Toy Story, that franchise, along with CARS have both delivered returns never before seen in this market. The ability of these franchises to connect with our consumers is the true benefit as they both have amazing longevity and their popularity lives far beyond the theatrical activity. In fact, another great example of this is Finding Nemo, which will be returning to cinemas later this year in 3D glory - which will enable a new generation of fans to discover all the wonder and joy of a story that still holds the record in Australia as the #1 selling DVD of all time! We understand that Cars is soon to be transformed into a new platform focusing on planes. What plans do you have for a movie and TV to support this initiative?

Firstly, CARS, and all of the characters from the CARS world, will still remain core to our business and we will be merchandising the two films for many years to come. As young fans have only got hold of CARS 2 on Blu-Ray or DVD recently, their connection with the hundreds of characters within the film is only just beginning. PLANES will introduce an entirely original and hilarious crew of daredevils from every corner of the globe and draws inspiration from the immensely popular CARS world. The merchandise program from ‘above the world of cars’ will be incremental and sit alongside the ever popular CARS range. Kylie, when will planes launch into the market in Australia? PLANES is planned for launch in this market in early 2013 – we are looking forward to the new set of characters this content will introduce to consumers. Can you tell us who are your major merchandise partners will be for Cars in Australia and New Zealand? Our primary Toy partner is of course Mattel who has helped us build Cars into the mega-franchise that it is today. We have a wide variety of loyal Cars licensees across all categories – too many to mention here but we are all focused around the core goal of delivering compelling products that are innovative, fresh and connect with our fans. Kylie, as I spend time in retail in Australia I still see very significant displays of Cars merchandise. It is interesting that each retailer seems to project a unique delivery of the brand. Do you develop tailor made programs for each retailer? While everyone of course wants to range the Disney CARS program, we understand that it’s important to retailers to have a point of difference. While it’s not always possible to offer exclusive ranges, our teams work with our key retail partners to build unique themes around the brand allowing for a unique look and position in the market. Where do you see Cars as a brand in 5 years time, could there be planes and trains?? CARS has resonated so well and established itself as a 365 day a year brand because it brings to life the vehicle element of kids play - the release of Planes will expand the vehicle platform from the road to the sky. The Walt Disney Company is committed to the longevity of the Cars franchise so it will most certainly be ever-evolving and will be here for the long term. We continue to invest in the franchise through our content pipeline with CARS Toons, short form content that we are running on TV and also through our publishing and gaming business.

The Walt Disney Company Kylie Watson - Wheeler, General Manager - Licensing T: 9832 6000

Are there more plans for live entertainment around Cars, any plans for the Melbourne Grand Prix? The Disney/Pixar Cars Mack Truck was an enormous success as it toured around Australia all last year entertaining families. Mack will continue his tour this year at a series of events around Australia including the V8 Supercar events and the Melbourne Grand Prix. However, this year, he has been joined by a very special guest – the one and only Lightning McQueen! The strength of the brand allows us to create these unique consumer touch points as families want to interact with and experience the World of Cars. Kylie what are your 3 priority brands for 2012. Aside from Cars, Disney Princess has been growing beyond expectations over the last few years. Disney Princess as a brand has a unique point of difference. All of the Disney Princesses possess key qualities such as kindness, intelligence and bravery. This combined with great storytelling and the focus on imagination and fantasy, ensures that the brand resonates powerfully with girls and mums alike. We have the opportunity to take this brand to a whole new level this year with a new look Cinderella and the release of this much loved film from the vault. Minnie Mouse has been the surprise brand for us this year off the back of the huge success we have seen on an everyday basis from Mickey. Look out for a huge range of product across all categories but particularly apparel and toys. What’s unique about Minnie is that she is resonating across a wide variety of ages – from infant right up to tween. Of course we can’t forget about Marvel, which is delivering the most anticipated films of the year with ‘The Avengers’ and ‘The Amazing Spider-Man’ both of which we will be getting right behind with comprehensive product programs. Thank you for your insight into the Cars franchise. We look forward to learning more about Disney’s brand activity throughout the year.

The Walt Disney Company Kylie Watson - Wheeler, General Manager - Licensing T: 9832 6000

Hasbro Market Wrap

Hasbro – 2012 With some of the most popular and sought after brands in the entertainment industry for movies, television, video games, toys, comics, collectibles and more, Hasbro continues to leverage its portfolio of brands to create comprehensive licensing programs across Australia & New Zealand. “In 2012 we are looking forward to working with the top licensees across Australia and New Zealand to deliver an even greater level of product innovation, quality and creativity, and to collaborate with our retailer partners to generate consumer excitement,” said George Khoury, Hasbro’s Customer Strategy & Marketing Manager.

and DECEPTICONS as they fight for control of their dying planet, ultimately leading to their storied exodus from home. Hasbro has worked hand in hand with Activision to create a fully original storyline and is looking forward to exploring and expanding the TRANSFORMERS story again with an incredible blockbuster video game that will blow fans away. As one of the most anticipated video games of 2012 - Gamers games can experience the epic battles from September 2012 on Xbox 360 and PlayStation 3 entertainment systems. For more information and exclusive updates, fans can visit www.facebook.com/transformersgame

The TRANSFORMERS saga starts a new chapter as old foes return, legendary heroes rise, and new ones are found in unlikely places. The new EMMY Award winning series TRANSFORMERS PRIME, a Hasbro Studios production, currently airing on Cartoon Network across Australia & New Zealand, deepens the epic mythology of both the AUTOBOTS and DECEPTICONS, while starting a new chapter for a new generation of fans.

Currently in development, Fall of Cybertron, the new TRANSFORMERS game from Activision takes fans through the final, darkest hours of the civil war between the AUTOBOTS

Littlest Pet Shop

It’s NERF OR NOTHIN’ as the NERF brand continues to build momentum with consumers and at retail as a Top 5 property in the NPD sell through charts. Hasbro continues to build NERF as a true lifestyle property expanding to categories including sporting goods, wheeled toys, apparel and footwear as well as promotions.

Transformers The Ride 3D

Transformers Fall Of Cybertron

Live the millionaire lifestyle dream with the new MONOPOLY MILLIONAIRE Game. For the first time, the first person to have a million dollars in the game wins! As you accumulate wealth in the game, you upgrade your mover – you may start off with a paper airplane but you’ll be flying a private jet before the end of the game. The high-end-themed board, stacks of cash (instead of single bills) and life style cards will introduce players to a luxury-themed MONOPOLY experience.

NERF

A wide assortment of items across every major category from apparel, sporting, home video to publishing and home goods will be found at retail alongside Hasbro’s toy product line, including action figures and role play.

TRANSFORMERS The Ride 3D will also open at Universal Studios Hollywood in May 2012 – look out for a national consumer promotion from Hasbro to win a trip to Hollywood to experience the ride as part of the celebrations.

Fans of the beloved brand can also “make friends” with MY LITTLE PONY on Facebook, Twitter and YouTube for exclusive updates, product reveals, promotions and more.

Monopoly – Live The Millionaire Lifestyle

The LITTLEST PET SHOP brand has evolved from a line of collectible pets aimed at tween girls, age 7-9, to a global franchise. Girls with a zeal for nurturing and collecting simply can’t get enough of these quirky and cute pets and the accompanying LITTLEST PET SHOP playsets and accessories that make the experience complete. LITTLEST PET SHOP brand’s licensing program has licensees across all major categories including apparel, accessories, publishing and digital gaming.

Transformers Prime

AUTOBOTS, roll out! On December 3rd, 2011 Universal Studios Singapore launched the world’s first theme park attraction based on Hasbro’s iconic TRANSFORMERS brand. Taking the TRANSFORMERS movie franchise from “reel to reality”, this motion thrill ride showcases the most advanced evolution of immersive theme park entertainment.

MY LITTLE PONY is an evergreen lifestyle brand that continues to be a worldwide perennial favourite. In 2012, licensees have come aboard to bring MY LITTLE PONY branded products inspired by the series to the marketplace ranging from fashion apparel and accessories to homewares, publishing, home video, arts & crafts and school supplies.

This is fuelled by a strong line of innovative blasters with highperformance, intense power, and serious style. Look out for introduction of glow-in-the-dark blasters, new additions to the VORTEX blaster line, as well as all new NERF SUPER SOAKER water blasters. My Little Pony Currently broadcast on the Cartoon Network and Boomerang channels, the MY LITTLE PONY brand is eager to take girls on magical journeys of friendship and fun in 2012! Girls will adore discovering the whimsical world of pony friends, from watching adventures in the “My Little Pony Friendship is Magic” animated series created by Hasbro Studios to making imaginative stories of their very own with delightful MY LITTLE PONY figures, playsets, and vehicles inspired by the series, including a variety of ponies and playsets inspired by the upcoming wedding of PRINCESS CADANCE.

Hasbro Australia Limited For Licensing, Publishing and Promotional enquiries, please email ANZlicensing@ap.hasbro.com or call +61 2 9804 4100

Nerf performs indoors or outdoors, winter or summer, and now, day or night. IT’S NERF OR NOTHIN’!

Mr. Potato Head - 60 years young! In 2012, the beloved MR. POTATO HEAD character is celebrating his 60th birthday! This spud is ready to set off on a year full of adventures with the Mrs. celebrating his big birthday. Kids and kids at heart will enjoy open ended play with their MR. and MRS. POTATO HEAD pals acting out as many adventures as they can imagine!

Hasbro Australia Limited For Licensing, Publishing and Promotional enquiries, please email ANZlicensing@ap.hasbro.com or call +61 2 9804 4100

Haven

Q&A with Tom Punch and Yvonne King from Haven Licensing

and we are talking to fans through facebook to gauge what they would like to see from our brands & also provide immediate feedback on product that is instore which has been a fascinating exercise, particularly with regard to Lalaloopsy where we have garnered some tremendously useful insights to assist with our direction for product development. Tom: Online selling and marketing has grown significantly over the past 5 years. Where do you see this distribution channel in 5 years time?

Tom and Yvonne: Firstly to both of you, Haven Licensing have run a very successful business for many years now, along with the constant advancement of technology and the onslaught of social media platforms, what adjustments have you made to your operations over the past 3 years to stay ahead of the game?

We have to start from the top down. Develop great marketing and retail strategies, and have experienced staff to be able to bring them to life. We then work with all the key catalyst partners, from TV networks, toy, DVD and publishing companies, develop a good on-line strategy, then try and drive a good coordinated retail launch.

Well on the one hand the world has become extremely complex but on the other the challenges of the retail environment have taken our focus very much back to basics – developing great product that makes sense for each brand, getting it on floor, letting consumers know its there – and when they get into stores helping them find it. Retailers for the most part are consolidating their licensed offering and our challenge it to maximise the sell thru of what we do get on shelf & creating a distinct point of difference between the range at each retail tier to ensure all our partners maximise their sell thru.

Sometimes it comes off – sometimes it doesn’t – but you have to keep it fun, make it different, and create an energy in the brand and the products that are going to drive the kids to buy it!

Tom: There are so many existing and emerging brands in our market today, how do you differentiate and add value to a Haven brand? Every brand is different, and every brand has its fans.

Yvonne: It is no secret that our market is difficult and suffers from a general lack of options for distribution in the bricks and mortar sector, what is Haven doing to off-set this and can you cite some examples of emerging alternatives in the industry. We are spending a lot of time investigating online opportunities. We are working closely with some of the majors on their online initiatives to make them appealing and engaging as well as working with some online specialists to create unique offers in that space that don’t conflict with our bricks & mortar retail offering. Social media is becoming increasingly important

Haven Licensing Sydney Head Office call 02 9357 9888 Melbourne Office call 03 9015 6688

Obviously getting stronger and stronger – it’s an unstoppable force. Firstly, we are very excited, as it creates a global sourcing and sales opportunity for our suppliers, who I believe make some of the most creative products globally. Borders will crumble regarding IP rights, so Aussie manufacturers need to start to look outwards. However, brick and mortar is here to stay, and is still the major retail force. However they have to move faster, react faster and create a point of difference for their consumers. In store marketing, events, great product at good prices, and being known as “the home of brands” is a tactic they have to take unless they want to compete in a global generic price war in which everyone loses! The bricks and mortar guys have made great inroads into the online space, and I’m sure that in 5 years they will also be major players – but it moves so fast it will definitely be interesting to watch! Yvonne: From a brand perspective it looks like there are some winners for you this year. New Bananas, Power Rangers, Paul Frank and Hello Kitty are all delivering good results. Where are you planning to take Hello Kitty in particular over the next 2 years?

INNOVATIVE MARKETING!

PROVEN GLOBAL BRANDS!

EVERYONE’S A WINNER!

TOP LEVEL RETAIL SUPPORT!

SO, SO REFRESHING! For those with a thirst for increased sales and rewarding long term partnerships! We do things diﬀerently, we get the results and we have a bloody good time doing it!!!

SYDNEY MELBOURNE 26 Hutchinson Street 112A Oxford St Surry Hills NSW 2010 Collingwood VIC 3066 Ph: +61 2 9357 9888 Ph: +61 3 9015 6688 Email: admin@havenlic.com.au

Haven

Q&A with Tom Punch and Yvonne King from Haven Licensing continued

Yes we are very fortunate to have some new brands making successful headway into the market this year. Hello Kitty of course hit new heights with the launch of our fashion wall in Target late last year which absolutely blew out. We’ve got a solid merchandise program in place with an incredible breadth of product launching throughout the year, so in 2012 our focus will turn very much toward branding activity. We’ve got a very exciting partnership in the works with a high profile celebrity who is a passionate Hello Kitty fan & will resonate really well with the 16 plus youth market. Simultaneously we will be launching some designer collaborations which will see Hello Kitty interpreted in new & exciting ways across high end fashion ranges, keeping her topical & top of mind.

approach to brands. What is the number one priority for you in 2012 in terms of how you will approach a constantly changing market?

Tom: Haven has always been very strategic in terms of planning their

Yvonne: What are Haven’s key priorities for The Las Vegas Licensing Expo this year?

More than ever, to get cut through with our brands, EVERYTHING has to be perfect – catalyst partners, broadcast, marketing, retail, merchandise, on-line – everything. It’s an incredibly competitive space, and to be able to make that break – everything has to be right. So I think for 2012, it’s about getting back to basics – getting all our marketing right, then surrounding ourselves with terrific partners who make terrific products, and trying to bring it all together to make a big statement to the consumer.

To get out of the Mandalay Bay at least once during the week… Besides that, our priorities are as usual – firstly to check in with our international licensors & partners, then to ensure our retail partners & licensees get the best possible update on new opportunities in the most efficient manner we can manage – everyone goes at a million miles an hour those couple of days! Alongside that we always set aside a day or two before the madness starts to go out & do some retailing which Vegas is great for. Tom: Tom, Haven has always been a highly respected agent, not just in Australia but internationally as well. Do you have any plans to represent brands on a global basis? Yes….

Warner Bros. Market Wrap

Warner Bros. Consumer Products (WBCP) in Australia is looking forward to a strong year with new television content, live shows and movie releases paving the way for a host of exciting licensing programs as 2012 will see bigger and better animated and theatrical content that supports Warner Bros.’ iconic brands. Preston Kevin Lewis, WBCP’s Managing Director for Australia and New Zealand said, “WBCP is very excited about the licensing partnerships and programs scheduled throughout 2012 as we support Warner Bros.’ commitment to delivering fantastic content with upcoming blockbuster films, and great animation fare.” Batman and DC Comics • A n exciting year is guaranteed for Batman and DC Comics properties in 2012 with new toy products for the various properties and host of promotions planned to support highly-anticipated film release and new television content. • E veryone’s favourite superhero, Batman, is back in the tentpole film, The Dark Knight Rises. The movie is one of 2012’s most anticipated films and will be released in Australia on 19 July. The film is the third instalment, following Batman Begins (2005) and The Dark Knight (2008), and conclusion to Christopher Nolan’s Batman trilogy. • T o complement the film release, there will be strong toy and product support including a master toy range from Mattel in May. Other licensees supporting the Batman franchise this year include; LEGO, Hunter Leisure, Licensing Essentials, Rubies Deerfield and Hardie Grant Egmont. • B atman is a true evergreen property that enables licensed products that

Haven Licensing Sydney Head Office call 02 9357 9888 Melbourne Office call 03 9015 6688

can be targeted to boys and grownups. Currently available in retail is a host of products including t-shirts, mugs, iPhone cases, laptop sleeves and a range of publishing including colour and activity books. • T he popular Batman: The Brave and the Bold will delight fans of all ages with a third season scheduled for release on Cartoon Network and GO!. Each episode features two or more super heroes coming together to solve a crime or foil a super villain. • A ccompanying Batman: The Brave and the Bold on television is a new generation of super heroes, in Young Justice, an all-new animated series that follows the adventures of a team of teenage super heroes consisting of Robin, Aqualad, Kid Flash, Superboy, Miss Martian and Artemis. • H aving fought by their mentor’s sides and under their protective wings, the teen heroes of Young Justice are ready to come out from under their elders’ shadows and take on secret missions. • Y oung Justice is the Justice League’s secret weapon against the forces of evil. Young Justice launches in February on GO!

Thundercats • T he all-new series from Warner Bros. Animation is a 21st century reimagining of the iconic 1980s action classic, appealing to viewers who have loved the characters all their lives, as well as young newcomers to the franchise. • S ince its debut in 1985, the ThunderCats pop culture phenomenon has had its paws sunk deeply not only in television, but also toy lines, apparel and comic books. Twentyfive years later, through the Warner Bros. Consumer Products licensing program for the property, with Bandai America and other licensees, the beloved brand has allowed a new audience of kids feel the magic and hear the roar once again. • T he epic fantasy world of swords and sorcery and science fiction that dominated our television screens nearly 30 years ago is back! And to coincide with the Australian television debut of the all-new animated series ThunderCats - based on the hugely popular 1980s show of the same name - Warner Bros. Consumer Products will be releasing a toy range through global master toy licensee, BANDAI America Inc. The range draws on inspiration from both the new animated series and the classic franchise. The range will be distributed in Australia through partner, Headstart. • T he toy line-up is aimed at boys from 4 to 11 along with avid ThunderCats collectors who followed the original series. The range features an array of 10cm (4-inch) and 15cm (6-inch) figures, the iconic ThunderTank vehicle with the famous holler, ‘ThunderCats, Hooo!’ sound effect and role play collectables including the Sword of Omens. The 10cm

Warner Bros. Consumer Products For all licensing enquiries call 03 9657 0333

Warner Bros. Market Wrap continued

character figures come with an exclusive embedded magnet that enables the toy to interact with and activate the multiple ThunderCats products.

• Product will be available from retail in September. • F rom Warner Bros. Animation, the new animated series ThunderCats will debut on Cartoon Network and Australia’s Channel 9 in February. The series will also debut on GO! later this year. The animated series is based on the original show and revamped for today’s children in anime style • T he characters, weapons, and vehicles morph and grow in strength with each episode, along with the fantastical storylines, providing a great building block for future consumer product ranges. Looney Tunes • T he Looney Tunes continue to delight a global audience with worldwide support and numerous initiatives for the beloved characters, including a global licensing program to support the all-new animated series, The Looney Tunes Show. • An exciting range of Looney Tunes product launches are

scheduled in 2012, including colour and activity books, phone covers, USBs, hats, bags, jewellery, plush and an initiative with Wattyl Paints to encourage children and parents to paint their bedrooms utilising the fun, fresh colours from everyone’s favourite Looney Tunes characters.

• C onsistently ranked as one of the top-selling properties in the WBCP portfolio, Scooby-Doo is the only dog with human characteristics that can live and play in a child’s real and imaginative world and is one of the few classic properties to maintain top on-air ratings across the globe.

• T he mass appeal of the beloved Looney Tunes characters, and being a strong dual-gender property, has guaranteed its global success as a property and its successful return to television.

• W ith an abundance of content created over the past 40 years, Scooby-Doo enjoys regular television slots on freeto-air channel GO! and pay-television channels Cartoon Network and Boomerang. Programs such as The 13 Ghosts of Scooby-Doo, Scooby-Doo Where Are You? New Scooby-Doo Movies, The Scooby-Doo Show and What’s New Scooby-Doo are shown year round in the region.

• R atings for The Looney Tunes Show first season on GO! and Cartoon Network have been extremely positive, ranking No.3 in its timeslot among children 5 to 12 and achieving a 17 per cent market share. In addition, it ranked No.1 in its timeslot among teens with a share of 22 per cent. (Source: OzTAM/CAD-ITVR, LIVE+7 data. (8/13/2011 – 11/12/2011). • O n free-to-air television, the show is on the Channel 9 program Kids WB! and the GO! Channel every weekend. Over on pay-television, the Cartoon Network airs the series weekly. • C ontinuously generating fans of all ages, the property is also showcased in the fun-filled musical production Looney Tunes Live! Classroom Capers that delighted audiences in 2011 and is back for a triumphant return. This time the show, in partnership with Marilla Productions, is expanding its touring schedule to include regional New South Wales, Queensland and Western Australia with an exciting 24 venues scheduled.

• S cooby-Doo! Mystery Incorporated is based in Crystal Cove, the self-proclaimed “Most Hauntedest Place on Earth” and features Scooby and the gang uncovering the haunted mysteries of the town. • T he animated television series has consistently ranked No.1 in its time slot with all children demographics. • S upported by year-round television content, a vast range of Scooby licensed products will be available at retail including plush, melamine, colour and activity books and FMCG products including Fruit Tales, Cookie Snacks and chocolates. • Big Balloon has been named the new ANZ toy distributor of

the Character Options master toy licensee range of ScoobyDoo toys including; character figures and the infamous Scooby Doo Mystery Machine. The range is set to launch in April and be available at major retailers. • S cooby is extremely popular and relevant to a broad, diverse target demographic including boys and girls and has enjoyed great success in the Australian market outside of television. • S COOBY-DOO LIVE! Musical Mysteries, the popular family musical, will continue its success with a raft of shows planned for 2012. • I n partnership with Life Like Touring, the first-leg of shows for this year kick off in April touring throughout Victoria, New South Wales and Canberra across 33 venues. • S COOBY-DOO LIVE! Musical Mysteries show endured great triumph in 2011 with more 55 sold-out shows around the country. • T he live show is based around a trouble-making ghost haunting the local theatre and Scooby-Doo, Shaggy, Fred, Daphne and Velma are on their way in the Mystery Machine to solve it! The 2012 show features a bunch of fun new songs and is filled with wacky new characters and hilarious antics that will have young audiences on the edge of their seats in traditional Scooby-Doo fashion.

• T he show starts with the teacher of the ACME Academy running late for class so the Looney Tunes characters decide to take it in turns to be substitute teacher – quickly becoming a textbook example of how things can easily get out of control! • S tarring Bugs Bunny, Daffy Duck, Tweety, Sylvester, Taz, Marvin the Martian and Porky Pig, the show is entertaining, engaging and is set to leave children and parents walking out laughing. • T he huge success of the Looney Tunes Live! Classroom Capers live show paves the way to reach and ignite the imagination of a new generation of Looney Tunes fans. Scooby-Doo • E veryone’s favourite Great Dane, Scooby-Doo showcases the beloved characters and offers strong merchandising programs to support the classic property.

Warner Bros. Consumer Products For all licensing enquiries call 03 9657 0333

Merchantwise

Merchantwise talks the hottest NEW brands & news for 2012 & beyond

For over 10 years, Merchantwise has been representing some of the most popular and high calibre brands in Australia. 2012 is no exception, with some of the leading new opportunities that will make significant impact in 2012 and beyond. Merchantwise has been appointed to manage the brand licensing program for Talking Friends in Australia & New Zealand. The wildly popular series of mobile applications has become a pop culture phenomenon. Merchantwise will be rolling out a licensing program across multiple categories for Talking Friends, its series of mobile applications and its cast of characters including Talking Tom Cat, Talking Ben the Dog and Talking Gina the Giraffe, among others. Moose Toys will be launching the plush into Australian retail this June, with Penguin Books expected to be rolling

out publishing titles in Q4 this year. The Talking Friends franchise has become a sensation with the media and millions of fans of all ages the world over. This is the brand that was built to be social, with fun apps for the modern family. Each of the Talking Friends apps features a unique, heart-warming, and fully animated 3D character that comes to life when poked, tickled, and played with on mobile touch-screen devices for the iOS and Android platforms. The interactive character repeats everything a user says, and the apps allows fans to create customised videos of their interactions with the Talking Friends, and share them via Facebook, YouTube, MMS or email. Over 600,000 videos are spread virally every month. Like Talking Friends’ cast of digital characters, the licensed products will engage users differently depending on the user’s age and provide the

same unique connections and game experiences that have made the application so popular. Talking Friends was created by Outfit7, and has bounded over the 330 million download mark globally with a conservative estimation of over 600 million by the end of 2012. Close to 10 million apps have been downloaded in Australia to date alone. It only took a staggering nine months for Outfit7 to break 100 million downloads, with the following 100 million only taking a phenomenal five months! In the race for the first 100 million downloads, Talking Friends was faster than Skype, Angry Birds and Firefox! The brand continues to dominate the download rankings, and 89% of those who downloaded a Talking Friends app in Australia would recommend it to a friend. Merchantwise are looking to roll out the initial consumer products program pre-Christmas 2012. Multi-award winning series, Peppa Pig, with accolades including the prestigious BAFTA, is an international consumer products sensation and the leading licensed brand & preschool brand in the UK. Peppa Pig has generated over £200 million of retail sales in the UK alone. In 2011, Peppa Pig was positioned as a flagship brand on the premier children’s TV destination, ABC. Peppa Pig is consistently a top rating children’s program, with ABC television committing a high level of broadcast support. New and exciting news for Australian consumer products includes the announcement of eOne Hopscotch teaming up with 20th Century Fox Home Entertainment as DVD partner, with the first release due from April 2012. Proudly, Big Balloon has been appointed as leading Australian toy partner, and will be distributing the range of toy products from international

For further information, please contact Merchantwise at T: +613 9520 1000 | E: info@merchantwise.com | W: www.merchantwise.com

Merchantwise Continued

partners including Character Options and Ty. Chris Loverso, Sales & Marketing Director of Big Balloon is thrilled to become an Australian partner for Peppa Pig; “We are very excited to partner with eOne, Merchantwise and Character Options on the launch of Peppa Pig. With Peppa Pig the number one girls’ preschool brand in the UK for the past three years, we believe with the right attention, Peppa Pig can become a real surprise packet in the Australian market and a stable long term brand”. Currently airing (back to back in 20 minute slots) twice daily on ABC2, the brand is anticipated to be one of the hottest preschool brands in 2012. Penguin is on board as the publishing partner in Australia with other licensees including the Entertainment Store for character appearances, Ride On! Entertainment with coin-operated rides, and more deals to be announced throughout 2012. The Wiggles. Following an epic 20th birthday celebration in 2011, filled with special events, heighted publicity, increased touring and continuous television commitment on the ABC, The Wiggles kick off their 2012 regional live

show tours across Australia with a new line-up. Greg Page, the original yellow wiggle, and a founding member of the band, will be returning to join Jeff, Anthony and Murray on tour in March and April. The Wiggles will continue to reach new audiences with their regional show performances, visiting places as far and wide as Frankston to Mingara Central Coast. With the return of Greg to the

group, it is estimated that the upcoming shows will break Wiggles’ box office records. In 2011, The Wiggles performed to over 400,000 people in Australia alone and over one million people worldwide. The ABC will continue to screen Wiggly Waffle, 5 days a week, throughout the year. New television news is that The Wiggles, in collaboration with ABC for Kids, will be filming a new Wiggles program later in the year, for broadcast early 2012. Two new CDs and DVDs will be coming out in 2012. Facebook fans are in excess of 85,000; The Wiggles actively engage in this forum, posting news and images to fans in Australia and around the world. Chuggington. With strong ratings and new episodes airing from February 2012 on the ABC, Chuggington continues to be a strong preschool offering in Australia. Tomy will be launching a brand new toy range in late 2012, as well as the release of new DVD titles from Roadshow Entertainment and new books from Parragon.

For further information, please contact Merchantwise at T: +613 9520 1000 | E: info@merchantwise.com | W: www.merchantwise.com

Merchantwise Continued

Betty Boop. The glamourous Hollywood icon is as strong as ever this year, with growing sales, high level marketing support and quality licensees expanding over categories such as apparel, underwear, sleepwear, accessories, gift & novelty products and footwear. Humf. Merchantwise has been appointed to represent Humf, currently broadcast on the ABC with popular ratings results. eOne Hopscotch together with 20th Century Fox Home Entertainment have DVD rights with publishing currently being finalised. Crusty Demons. They are known for making the impossible possible. The extreme sport champions are thrilled to be taking the stage at the 2012 Formula 1™ Australian Grand Prix! Over the four event days, crowds will see their favourite Crusty riders fight for glory and the action will culminate on the final night in a Grand Finale spectacular. Strawberry Shortcake. The brand that has incredible equity, a history of success, a promising future, and the only brand out there that lets little girls

be little girls. Australian Strawberry Shortcake partners rolling out new and exciting products in 2012 include Icewater Press with new publishing titles; DVD releases throughout 2012 from Magna Home Entertainment and TMI Australia will continue to add to their best-selling Strawberry Shortcake underwear and sleepwear range. Also new this year include new flavoured beverages from LZ Enterprises and additional party goods from Amscan. Sonic the Hedgehog, one of the most popular video icons of all time, is ready for an expansive consumer products year in 2012. With a number of licensees in place, rolling out an array of new consumer products in 2012. Licensees on board include Banter Toys, Playcorp, Casco Blu, Ikon Collectibles, Sassi Distributors, Hunter Leisure and Hunter Products – just to

For further information, please contact Merchantwise at T: +613 9520 1000 | E: info@merchantwise.com | W: www.merchantwise.com

name a few! 2012 will also see a national QSR promotion with Red Rooster. Mister Maker is the ultimate art & crafts show with strong ratings on the ABC that teaches and entertains children in fun and imaginative ways. Mister Maker gets inspiration to make art from everything around him! The show has been enjoying great ratings on the ABC with successful DVD sales results. Watch out for a new art & craft range in 2012! Another ratings hit on the ABC is Yo Gabba Gabba! The preschool sensation that is also broadcast on Nick Jr, had a series of successful live shows in Australia tour nationally in 2011. Yo Gabba Gabba! will also be appearing at various children’s festivals throughout 2012. Watch out for the new range of Children’s rugs soon available in specialty stores!

Merchantwise Continued

Snooki. Nicole ’Snooki’ Polizzi, the star of MTV’s reality show, Jersey Shore, has appointed Australia’s Merchantwise Licensing as licensing agent for Australia and New Zealand. Snooki is the ‘breakout member’ of Jersey Shore’s cast, who’s known for her spunky attitude, lovable appeal & trademark tan. Jersey Shore is the #1 cable series in America and the #1 series of all U.S TV programming in the 12 – 24 demographic. Jersey Shore is also a ratings winner for MTV in Australia. Snooki is No. 1 in MTV’s future, with her new spin-off show (along with fellow cast member J-Woww) to launch

in mid-2012. The show will cover all aspects of Snooki’s life outside of the Jersey Shore.

Nicole Polizzi’ indoor tanning collection is the latest addition to the ‘Snooki’ Brand Beauty Care Division.

With over 4.3 million Twitter followers, ‘Advertising Age’ recognises Snooki’s immense value as a celebrity brand. Globally, Snooki is googled over 823,000 times a month and is by far the No. 1 searched star of all of her Jersey Shore castmates.

Partners worldwide are eagerly signing licenses for the new ‘Snooki’ brand, including fragrance, beverages, indoor tanning salon products, nail products, footwear, publishing, sunglasses, social media, mobile apps and celebrity voice messaging. Merchantwise will also able to discuss endorsement and appearance opportunties for Australia and New Zealand.

Snooki recently launched her perfume range on the Home Shopping Network in the USA, where the range sold out in under two hours. She has recently signed a deal with Supre Tan, an international leader in the professional indoor tanning industry. The ‘Snooki by

For further information, please contact Merchantwise at T: +613 9520 1000 | E: info@merchantwise.com | W: www.merchantwise.com

For further information, please contact Merchantwise at +613 9520 1000, info@merchantwise.com or www.merchantwise.com

Stella Projects Market Wrap

Stella Projects has enhanced and grown the portfolio with recent acquisitions of Almost Naked Animals, Rastamouse, Redakai and Shaun the Sheep. Miffy Jasnor are the long term plush and gift partner, with ongoing support from independents, bookstores, Dymocks and ABC Shops. Look out for the Easter promotion in ABC Shops featuring Miffy the Rabbit. Monty Python has found its way onto the top selling range from Simon Cards. Ikon Collectables are the new licensee for gift and collectables and will produce gifting solutions for fathers and Monty Python fans. The range of mugs, plush, figural items will sit along side the card range for male gift giving situations.

The Hive launched on ABC4Kids TV in April and has been rating solidly ever since. Mookie Toys are producing plush and toys based on the bee characters, a local toy partner will be identified. Where’s Wally? Stella Projects will be looking to celebrate Wally’s 25th Anniversary with a stint of publicity and product for September 2012. New product available to help celebrate Wally’s birthday includes new gifting products from Artico, confectionery from Kinnerton, new 1000 piece puzzle ranges from Jedko and Holdson Puzzles. ZhuZhu Pets Hunter Leisure continues with the phenomenal toy success of ZhuZhu Pets. This years’ product development will feature puppies and ponies. Universal DVD will release another 2 titles in 2012, further enhancing the brands’ strength. Bensons will feature a showbag and plush through the carnival channel.

Here’s The New Stuff Almost Naked Animals This program is fast gaining cult status with the boys demographic of 6+, airing daily on ABC3. The fast paced animation is set around an unorganized group of underwear clad animals, that attempt to run a resort called the Banana Cabana. The humor and style has quickly been likened to a cross between Spongebob Squarepants and Ren & Stimpy. With 3 new toy partners onboard for the brand, Character Options for figurines and playsets, Basic Fun for plush and gift and Underground Toys for talking plush and novelty items. Stella Projects will be looking to appoint a Australian licensee during Toy Fair. Guess How Much I Love You? Will air on ABC2 for Easter. The TV series of 26X30” episodes is true to the highly successful publishing title of the same name. ABC Video will release the first DVD in June and plush will be available from US licensee Kids Prefered. The book sellers and ABC Shops are very excited by the new activity around this top selling title. Rastamouse is the coolest Reggae Detective mouse around. ABC2 have found this mouse is very popular with preschoolers and their parents, rating in the Top 20 FTA shows. A second season is in production and will be screening at the back end of the year. Roadshow are the DVD partner with the latest release in March, In the UK, 15 licensees have been signed including Character Options for toys and musical instruments, publishing with Pan McMillian, wheeled toys, apparel, accessories and homewares. Stella Projects will marry these products with the right local partners, with product rolling out in Q4 2012.

For all licensing queries contact anna@stellaprojects.com or louise@stellaprojects.com

Redakai is the latest boys’ trading card and action figure line from Spinmaster. The animation airs on Channel 10 in February and moves with the Toasted Line up to Channel 11 in March. Moose Toys will feature the trading card range and figures at the Melbourne Toy Fair. Product will be instore in September 2012. Magna Pacific with release their first DVD to coincide with the toy launch. Licensed product will follow in Q2 2013. Shaun The Sheep joins the Stella flock, to create a new licensing program in 2012. A favorite for kids and parents on ABC TV, 2012 will see 100 X 7 minute episodes by the time Series 3 is delivered later in 2012, 21 X 1 minute interstitials to be delivered in 2012 titled “Championsheeeps” and a movie penned for 2014. The Shaun Championsheeeps interstitials will be based on sporting themes to coincide with the London Olympic Games in 2012. Shaun is immensely popular in Australia with 400,000 DVD being sold and 250,000 Facebook Fans in Australia. Stella Projects will satisfy these fans by working with Jasnor for plush, toys and a new range of retro collectables to come in 2013. The plans include appointing licensees to produce fun and quirky product concepts for apparel, sleepwear, stationery, promotions and digital applications.

Tatty Teddy Carte Blanche Australia know Me to You well, having worked with the brand at former Australian distributors Russ Berrie. Sandra Benny, previously MD of Russ Berrie Australia, is thrilled to be working with Me to You again as MD of Carte Blanche Australia.

It’s going to be a big year for Tatty Teddy, the loveable grey bear with a cute blue nose. As the signature character of bestselling brand Me to You, Tatty Teddy is loved by millions all over the world. Created by UK card and gifting company Carte Blanche Greetings Ltd, the little bear is set to become hot property across Australia in 2012.

An extensive range of licensed toy product has been launched at the London and Nuremberg Toy Fairs this year. The Carte Blanche stands showcased: • Figurines and playsets from Worlds Apart • Activity and Creative Play from Flair

Carte Blanche Australia – a new subsidiary created in January – will market and distribute gift and plush ranges for Me to You and linked brand My Blue Nose Friends.

• Electronic toys from Inspiration Works

A licensing program led by Stella Projects will further extend Me to You and My Blue Nose Friends across a diverse range of product categories, including toy, apparel and gifting.

• Bikes from Raleigh.

Carte Blanche has sold over 75 million pieces of Tatty Teddy plush since the launch in 2000. That’s 25 Me to You bears sold every minute. My Blue Nose Friends was launched in 2008 as a range of collectable plush friends for Tatty Teddy. Each beaniestyle Friend has a blue nose and patches, and its own unique number and personality. Sales in the UK already exceed £40 million. The management and sales team of

2012 will be about refocusing on the gift and specialty accounts to get the plush back into the hands of consumers in gift-giving situations. Carte Blanche Australia will then look to engage the toy and mass market with toy product that will launch in 2012. These items include interactive plush and dress-up plush.

• Puzzles from Ravensburger • R ole play and wheeled outdoor toys from HTI

The first of this product will be seen at Melbourne Toy Fair in March. Richard Edmondson, Commercial Director of Carte Blanche, is excited to bring together a coordinated launch of product in key segments of the toy market . “We identified the best practice companies that produced key products for the target market of girls aged 3 to 8. Me to You has been a hugely successful brand in areas such as gifting, apparel, homeware, jewellery, accessories and food.We are now ready to make our move into the toy category.” Sales generated from the toy category are set to increase from 6% of total revenue.

For all licensing queries contact anna@stellaprojects.com or louise@stellaprojects.com

John Sands, the greeting card licensee, continues to print a wide range of Me to You cards for all key occasions. The range is one of the most successful at Big W and appears throughout newsagents, independents and grocery channels. Casco Blu has been appointed the apparel partner for Me to You across infant, toddler, girls and ladies age groups. “We hope to emulate the success of the apparel program in the UK where it amasses $70 million at retail per year with the likes of Marks & Spencer, New Look and Next. I cannot think of a better company to work with; Casco Blu understands the brand and its potential,” explained Louise Elkington, Head of Licensing at Stella Projects. The mass retail partner is Big W, where product will launch in Q2. Ice Water Press will launch activity books and sets from Alligator Books during the Melbourne Toy Fair. A major category for Me to You is bedding, with over 400,000 units selling in 2010 in the UK. Stella Projects will launch this category off the back of the apparel programme, where sleepwear is sure to be a top seller. Plans are in place to build an even brighter future for Tatty Teddy and My Blue Nose Friends, with a major publishing deal and animated TV series on the cards!

DOMO Domo’s rise as a viral superstar has turned this endearing character into a retail and fashion sensation! With nearly 1 million Facebook fans, the internationally renowned licensed character continues to “domo-nate” the competition.

In fall 2011, Domo toured the East Coast, including retail stops at Spencers, where mobs of fans awaited, clamoring to have their photo taken with the beloved character and snagging exclusive Domo products.

New product launching at Toy Fair from Ikon Collectables include a range of plush from License2Play and collectables from Dark Horse. These successful U.S. licensees have sold out in specialty, gift, department and Internet channels. The range will mirror the distribution strategy in Australia and New Zealand. “The Domo plush backpack is a standout item and definitely one for Back to School for kids of all ages!” remarked Louise Elkington.

‘We will take some elements of the successful tour and marry these to our destination retailer Jay Jays here in Australia; we know Aussie fans go mad for Domo!” Jay Jays are supporting Domo with ongoing menswear designs

In nontraditional retail channels of carnival and amusement, Domo is the must have plush for teenagers. Bensons’ Showbags have extended their license from plush to launch a showbag at the Easter Show in

A continual bestseller, Domo has seen phenomenal success for years in leading U.S. retailers such as Hot Topic, Spencer’s, Urban Outfitters and other top trend setting stores.

from Playcorp throughout the year. “Domo can be parodied ensuring designs are on trend and humorous, which is currently what the Jays customer is looking for,” stated Louise Elkington, Head of Licensing at Stella Projects.

For all licensing queries contact anna@stellaprojects.com or louise@stellaprojects.com

Sydney. The contents include a bag, headphones, beanie, stickers, coin purse; all the things a Domo fan would love! In the U.S., the licensing program continues to attract cool new partners, offering a barrage of products that are relevant to both Domo’s target market and also true to the character’s DNA. Jewelry and accessories from SalesOne, headphones and electrical accessories from BioWorld, and a phone app are currently in development. These items will find a home with the right Australian partners, ensuring fans get to enjoy these great products. Grahame Grassby, MD of Stella Projects, comments that “Domo sits on top of the Stella Projects portfolio as the coolest characters we manage. We enjoy brainstorming where we can take the character in both the digital space and also with innovative cool product.”

Lazytown In 2011 LazyTown was acquired by Cartoon Network Europe which will ensure a strong global broadcast platform plus it has fast tracked a third series to be produced featuring the exploits of Sportacus, Robbie Rotten and Stephanie. This will bring the total number to 53 x 22” episodes. ABC2 continues to be LazyTown’s exclusive TV broadcaster in Australia and will continue to be the exclusive broadcaster during 2012 and 2013. Ratings for LazyTown on ABC 2 have been excellent, delivering an audience of over 100K viewers per episode. DVD sales now total in excess of 270,000 from Roadshow with 3 new releases planned for 2012 through retail stores.

treated to in-school educational musical productions from Echelon Productions from March 2012. These 30 minute performances will feature Sportacus and Stephanie bringing their healthy message to primary school students. The performance will be supplemented with student kits featuring activities and prizes and teacher’s kits to incorporate the message into their teaching. In the UK the healthy message must be getting through, Asda have incorporated Lazytown into their private label fresh produce ‘Great Stuff’ range for the past 2 years. The range features fresh fruit and vegies and healthy packaged food. Instore there are Lazytown POS and even instore appearances. The sales of the Great Stuff range had increased by

LazyTown is also available on the iTunes Australia store with all new video releases being released day and date with the DVD. Sportacus and Stephanie appeared live at Christmas time in the AKA Productions with a ticketed live event that toured nationally in December. The shows were enjoyed by kids and parents and endorsed further healthy habits. Just Promotions will continue to feature the characters at non ticketed events throughout shopping centres and events in 2012. Lazytown is working hard with UK and US government initiatives that are communicating at grass routes level. In the US, championed by Michelle Obama, the Lets Move and Healthier US School Challenges are spreading healthy habits. In the UK the Department of Health have aligned with Lazytown to run a campaign that engage students to make healthier decisions. The campaigns are supported online, in-school with posters and activities and encourage the kids to take home the learning’s. Victorian and NSW schools will be

For all licensing queries contact anna@stellaprojects.com or louise@stellaprojects.com

40% from the first year and $150 Million in sales! The UK has secured a fresh fruit and veggie partner in Keelings who will produce and market a wide variety of familiar fruit licensed with Lazytown characters in 2012. “We hope to take the key learning’s from these great healthy initiatives and roll them out into the Australian Market. The DNA of the LazyTown property is all about healthy food and active lifestyles – we aim to license products and services that are true to these objectives. With the terrible consequences of obesity facing our children, LazyTown has a very important message to deliver to encourage and active and healthy lifestyles for all of us” said Grahame Grassby, MD Stella Projects.

Thunderbirds

Thunderbirds are GO in Australia and New Zealand!

For anyone that is up at 6am on the weekends, Thunderbirds are now showing on Channel 9’s GO channel. For the rest of us, tthe storyline goes along the line of: Set in the year 2065 on a secret island base, the Tracy family run International Rescue using 5 amazing Thunderbird vehicles. Together with their London agent Lady Penelope and teenage genius Brains, they battle the forces of evil including the world’s foremost villain, The Hood. With a large fan base estimated at over 100 million globally, ITV STUDIOS Global Entertainment have put together plans that run through from 2012 to 2015, when the property celebrates its’ 50th Anniversary. In the UK in 2012 the plans are to relaunch the ultimate retro brand back to teenagers and young adults with a

range of geek chic products. A fashion collaboration is being developed for a possible autumn launch and the designs, dubbed as ‘Brains’ collection, will be available for other products categories, including homewares and gifting. The nostalgia market will also be a target, kicking off with a guidebook. The International Rescue Thunderbirds Agents’ Technical Manual from Haynes Publishing will launch in summer, in time for Father’s Day. In 2013 the plan is to expand the range and create a Lady Penelope collection. Think ladies apparel, accessories, bags, gifts and health and beauty. Plans will culminate in 2015 when Thunderbirds turn 50! New products appealing across the ages, along with strong marketing and PR initiatives will set the scene for a big celebration of this iconic show.

In Australia and New Zealand, Stella Projects intend to emulate the UK plans, marrying relevant products to the right partners locally. Smiffys Australia will bring the UK costumes for the second half of the year. We will work locally with an apparel partner to launch into specialty and mass for menswear in 2012. “Thunderbirds are the original retro property. The brand appeals across a wide spectrum, even Gen Y remember it from when they were kids! I think we can have a lot of fun with the designs, Brains and Lady Penelope are great characters and everyone had a favourite Thunderbird vehicle (mine is 2). We look forward to building a strong and ongoing licensing program leading up to and beyond the 50th anniversary plans”, commented Louise Elkington, Head of Licensing, Stella Projects.

For licensing opportunities contact: louise@stellaprojects.com 40

For all licensing queries contact anna@stellaprojects.com or louise@stellaprojects.com

Skylanders Skylanders Spyro’s Adventure is a revolutionary fusion of toys and video games! Using the magical Portal of Power™, players can bring the Skylanders action figures to life in the video game. The game features over 30 characters, each with different powers and abilities, and a variety of gameplay options for players to complete including, exploration, puzzles, minigames and combat. In a very short space of time it has become the highest rated kid’s concept in Activision’s history! Due to the success of this worldwide phenomenon, a range of consumer products have quickly been developed and will continue to expand in the coming years. A global partnership

CHOOSE YOUR SKYLANDER

PLACE ON THE PORTAL OF POWER™

is in place with Toys R Us which encompasses feature shop presence, massive out-of-the-game aisle placement and marketing/PR activity. There is worldwide distribution for Skylanders products, with equally strong retailer & merchandise support across the range. In the US, apparel, posters and gaming accessories have already been released. Headwear, sleepwear and publishing will be launched early 2012 and backpacks, luggage, school supplies, lunch kits, costumes and accessories will be launched late 2012.

half of 2012 and a strong consumer products range will be released across retail from April 2012.

Locally the new Adventure Packs, 3-Character Packs, and Single Character Packs will be introduced at regular intervals through to the 2nd

Skylanders Spyro’s Adventure was the new and revolutionary hit game of 2011 and the Sky is no limit for this very exciting new franchise!

Wild Pumpkin and Activision are delighted to announce our newly appointed partners for Skylanders: Spyro’s Adventure. The new partners are: Casco Blu– Apparel, Caprice – Footwear and Back to School Bags, Network Clothing – Manchester, Licensing Essentials – Show-bags, Melamine and Back to School Lunch Kits, E3 –Electronics.

BRING TO LIFE IN THE GAME

Wild Pumpkin Licensing International For all licensing enquiries call 03 9427 0370 or email info@wild-pumpkin.com

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Wild Pumpkin Market Wrap

Cartoon Network Ben 10 Another stellar year lies ahead in 2012 for Cartoon Network’s mainstay Ben 10, beginning with the upcoming release of the feature length CGI Animated TV Movie - Ben 10: Destroy All Aliens, premiering in March 2012! The movie turns the clock back to 10-year-old Ben Tennyson, who has to deal with teachers, detention, school bullies and getting grounded by his parents. Ben fans around the world will unite to watch their hero, cousin Gwen and Grandpa Max save the world from evil, with awesome CGI special effects! An exciting new range of products, including Toys & Apparel, featuring an all new CGI style guide will be available at Target from February! Adventure Time Cartoon Network’s quirkiest animated series introduces fans to unlikely heroes Finn & Jake. Finn, the human boy with the awesome hat, and Jake, the wise dog with magical powers, partner together for strange adventures in the land of Ooo. It’s one quirky and off-beat adventure after another, as they fly all over the land of Ooo, saving princesses, duelling evil-doers, and doing other fun stuff. Adventure Time was nominated for a primetime Emmy Award in Outstanding Short-format Animated program in 2010 & 2011. It was also nominated in 2011 for a BAFTA award for best International Children’s program! Adventure Time is quickly gaining mass appeal among both kids and adults, and the popularity has spread across the Australian market. Fans can’t get enough of this unique brand and Cartoon Network continues to deliver with new games, video’s and downloads on the website as well as PR support, including kids magazines, give-a-way’s, Grand Prix Activation and much more to come. Peanuts Lucy is crabby, Charlie Brown is persistent, Linus is philosophical and Snoopy is fun. The characters in Charles Schulz’s comic strip have well developed personalities to whom everyone can relate. Much of the humour in the comic strip is derived from the unique juxtaposition of mature personality traits in young children. These character traits create a personal consumer connection to Peanuts and have contributed to the brand’s status as a global icon. No other brand capitalizes on the human experience like Peanuts. People are searching for inspiration and self-improvement.

Wild Pumpkin Licensing International For all licensing enquiries call 03 9427 0370 or email info@wild-pumpkin.com

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Peanuts are in a unique position to capitalise on consumers’ need for self-expressionand have approached this with their new campaign, “Be Yourself”. The “Be Yourself” campaign revolves around the themes of self-esteem and empowerment. “Be Yourself” is a flexible message that can be leveraged to reach all demographic groups with products in virtually every category. The program features Peanuts characters with inspired captions organic to their personalities. Watch out for some fantastic new “Be Yourself” products with the beloved global icon Peanuts, throughout 2012 and beyond! Universal 100th Anniversary Universal Studios celebrate their 100 Year anniversary in 2012! This will be marked by the release of a number of Blockbuster Movies including, The Lorax, Battleship, American Reunion and the much anticipated Snow White and The Huntsmen. Classic favourites such as Jaws, ET & Scarface will also be released in new formats with exciting plans across all retail to showcase this incredible milestone! Snow White and The Huntsman The big blockbuster release of 2012 is Snow White and The Huntsman! This epic hits Australian shores June 21st 2012 as a breathtaking new twist on the classic tale. Iconic characters will be brought to life by an all-star cast with huge global appeal. Kristen Stewart, the teen superstar from the Twilight saga will star as the beautiful heroine, Snow White. Chris Hemsworth, the latest Hollywood sensation from the blockbuster Thor, stars as The Huntsman. Charlize Theron, the glamorous Academy Award® winning actress stars as the evil Queen Ravenna. Sam Claflin, the rising star from Pirates of the Caribbean: On Stranger Tides will star as Prince Charmant. This fresh take on the classic fairy tale featuring stunning visual effects and fantastical elementsis sure to thrill audiences worldwide!

Despicable Me 2 Despicable Me returns to the big screen mid-2013, with the second movie in the hit franchise, Despicable Me 2. Gru, his girls and his vast army of minions all return for another wild adventure. Despicable Me grossed $540 Million US at the worldwide box office and the sequel is bound to be another huge hit! Universal Orlando Resort’s newest attraction will be based on Despicable Me, bringing minions, mayhem, and a whole new level of 3-D family fun to its guests. This is the firstever Universal animated film to be transformed into a theme park experience. Stay tuned for more information in the coming months on the exciting consumer products and retail plans for what is sure to be the Hot Movie of 2013! Dinosaur Train Dinosaur Train is a CGI animated series produced by The Jim Henson Company (The Muppets, Fraggle Rock) which embraces and celebrates the fascination pre-schoolers have with dinosaurs and trains, while sparking an interest in life science, natural history and palaeontology. Series 1 began airing on Nick Jnr in Sept 2010. Nick Jnr continued their commitment to the show through 2011 and into 2012, airing up to 3 times daily. Series 2 will air on Nick Jnr in the early part of 2012. There are plenty of exciting developments on the way for Dinosaur Train throughout 2012. New interactive toys from TOMY, plush, wheel toys and bags from Hunter Products will be available throughout the year. New DVD’s from Magna will be released as well as additional apparel and sleepwear programs from Casco Blu. A wider range of accessories will be available from Engelite. The Publishing line is launching in April from The Five Mile Press, Games are available from Crown and Andrews, Easter Seasonal Confectionery is launching in Big W in April and The Entertainment Store will be running live events around the country. These exciting additions pave the way for a fantastic 2012 and beyond for the Dinosaur Train licensing program! Pajanimals Pajanimals, a show by the evergreen Jim Henson Company, has now confirmed Free-To-Air TV on ABC for February of this year. This exciting development points to a successful future for the Jim Henson Company’s latest unique offering. The fantastic new show focuses on bedtime – helping kids

to overcome fears and learn the importance of a good night’s sleep! Four new characters bring the series to life, all with different characteristics and personalities to help pre-schoolers (and their parents!) deal with that time of day when all the lights go out. TOMY are on board as the US master toy partner and are planning to launch Q4, 2012 with a range of plush, infant products and pre-school toys. Watch out for this adorable range in Australia towards the end of 2012, with expansion into supporting categories throughout 2013. Angry Birds The worldwide phenomenon Angry Birds keeps on growing to atmospheric levels! Total downloads for the most popular game of all time have now surged past the 600 million mark and are showing no signs of slowing down. A new update celebrating the Chinese New Year was released on the 20th of January called Angry Birds: Year of the Dragon which will further the brands already mammoth exposure. Rovio now have their own channel on YouTube, if you would like to keep up to date with Angry Birds clips, please logon to YouTube and subscribe. Wild Pumpkin and Rovio are thrilled to announce the following new partners for Angry Birds: Caprice – Bags, Futuretronics – Electronic Accessories, Licensing Essentials – Gifts & Novelty, Times Two – Time Pieces, Hot Stuff – Novelty Items. 2012 promises to be Angry Birds biggest year yet!

The Jungle Book Based on Rudyard Kipling’s classic story, The Jungle Book series comes to life for the first time in 3D CGI, with a television series and a 60 minutes television feature in hi-definition CGI animation! This reinvention of the classic known and loved by all, features great story lines, brilliant character design, humour and plenty of fun-filled exciting adventures. The Jungle Book is airing regularly to good audiences on the ABC, and a very exciting new toys and accessories range is expected to launch in Q4 with a local partner. Showtime Attractions has been appointed to represent The Jungle Book for consumer meet and greets and shopping centre shows. They will build consumer awareness throughout this year and 2013 will see an expansion of the consumer products program. The major toy partner will soon be announced for Australia, so stay tuned for more information on this exciting reinvention of a popular favourite.

Wild Pumpkin Licensing International For all licensing enquiries call 03 9427 0370 or email info@wild-pumpkin.com

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Introduction to Feature Articles and Interviews

Moshi Monsters Interview

In our feature article section of The Bugg Report Magazine, we provide you with a number of interesting and timely interviews and articles to give you the inside scoop on what is happening in the Licensing Industry, here in Australia and New Zealand. Whether it is the latest interview, market analysis or opinion article, you will find this here in the feature article section of The Bugg Report Magazine.

First off, thank you for taking the time to speak with The Bugg Report Darran. Since we attended the Las Vegas Licensing Expo last year in June and saw Michael Acton Smith (CEO Mind Candy - creator of Moshi Monsters) speak about Moshi Monsters, we were struck by how quickly the brand has grown. Since then, Moshi Monsters have surpassed 50 million users globally. For those who don’t know, can you give us a brief rundown of what Moshi Monsters are and how they came about?

Edition 3 brings you interviews with Darran Garnham (Mind Candy), Richard Henson (Discovery), Nick Callander (Banter Toys) and Paul Hodgsen (Australian Toy Association), as well as articles that give you market analysis and opinion on the industry from respected figures in Licensing. The interviews and articles in this edition are listed below for your information.

• I nterview with Darran Garnham on Moshi Monsters

Darran Garnham - Chief of Business Development and Licensing Development Officer at Mind Candy

Moshi Monsters is the brainchild of Internet entrepreneur Michael Acton Smith. Since its launch in 2008, the site has accumulated well over 50m registered users worldwide. Following its huge online success, Moshi Monsters has exploded from its online base into the real world with physical products including toys, books, trading cards, a best-selling Magazine, a DS game that topped the charts and much more! There’s plenty in the pipeline too with Moshi TV, a music album and Moshi Live tour coming soon! Moshi Monsters is an online world for boys and girls aged 6-12. Children choose from one of six virtual pet monsters - Furi, Poppet, Diavlo, Zommer, Luvli and Katsuma – that they can create, name and nurture. Once their pet has been customized, they can navigate their way around Monstro City, taking the daily puzzle challenge to earn ‘Rox’ (virtual currency),

playing games, solving Super Moshi Missions, personalizing their room, collecting ‘Moshlings’ (tiny pets), showing off their artwork, reading stories and communicating with friends in a safe environment. The site is filled with over 300 colourful and exciting characters and the world is constantly evolving with new characters and features. What is your background? How did you get into the licensing industry and come to work for Mind Candy? Licensing / Entertainment is a funny industry. It’s not taught widely in schools and most people find the industry by accident. My story, fresh from college I was lucky enough to be given the opportunity to work at LCI (later 4Kids Entertainment) by Al Khan & Clive Hill. I started within the Pokemon team and quickly branched into UK international sales. Those early deals were an unbelievable baptism into the industry and to watch Pokemon became a global phenomenon, despite working on a number of amazing brands since, not until Moshi have I had that tingle that a brand has something extra special. Can you tell us a little bit about your role at Mind Candy as Head of Global Licensing? My role is to oversee the global roll-out of Moshi into new markets while growing those already in flow. Working with the Mind Candy team, licensees, retailers and the consumers

• I nterview with Richard Henson on Discovery • I nterview with Nick Callander on Banter Toys • I nterview with Paul Hodgsen on the ATA • Wide Eyes News from the Tube • Retail Spy • Publishing with Mark Scott • Food for Thought

We hope that you enjoy our feature article section for edition 3 of The Bugg Report Magazine. Please feel free to shoot us an email with your thoughts on any of the interviews or articles that you will read on the coming pages at info@buggreport.com.au. Darran Garnham is the Head of Global Licensing at Mind Candy, the company behind Moshi Monsters

The Bugg Report Magazine Edition 3

The Fusion Agency For all Moshi Monsters enquiries please contact The Fusion Agency on 02 9439 5511

Moshi Monsters Interview With Darran Garnham continued

themselves. The role out of a digital brand is exciting as you can move the boundaries to achieve the end goal. If the online strategy of the brand doesn’t resonate within a market we can look to launch via handheld devices, phones/tablets, video games. Nintendo built global brands from gaming platforms, Rovio have done a tremendous job in the mobile space. Kids are now turning to gaming for cool brand association. As most people know, Moshi Monsters originated from the UK and are now a huge hit with children, can you update us on what’s happening with Moshi Monsters in the US and Australia? Australia has been a Moshi smash hit. The brand has a very loyal following and the Fusion team have done an amazing job bringing great local partners to join the adventure. The brand is in very good shape at retail with toys, collectibles, promotions and our Moshi magazine. Considering the growth, it’s hard to believe we have been on shelf for only 12 months. The US Moshi journey is just beginning. We had some great early support from Toys R US and worked an exclusive through to the end of 2011. The brand is now set to go mass in 2012. We have some key partners on board and retail has embraced the brand. There is no doubting the US is a tough nut to crack but I’m confident that the passion from the millions of Moshi users and the Mind Candy marketing excellence from Ed Relf and his team will bring the brand to the levels we have seen in the UK & Australia. What do you think it is about the Moshi Monsters brand that has allowed it to grow so fast and become so popular? Firstly, while Moshi seems to be a quick build the brand has been around for almost 5 years so the concerns of some retailers of ‘how long will this last’ can be damped right away. However there are a number of other key elements. Unlike conventional entertainment where it can take years to launch new characters on TV & in movies, we can keep up with popular culture. We can sketch, animate, code and put live new elements and characters in a matter of days, thus keeping the environment fresh for our users. On more traditional platforms this can take months, even years. This gives us a major advantage in enhancing engagement from our users. We also keep in touch with our consumers. It’s so important to know and listen to your audience. Then deliver a quality product – kids deserve the best. Don’t be afraid to take some risks and continue to build on key factors to keep the brand fresh. Keep the attention to detail high. Moshi Monsters are now venturing into other areas such as music, YouTube, toys, trading cards and television -

The Fusion Agency For all Moshi Monsters enquiries please contact The Fusion Agency on 02 9439 5511

were these things always planned extensions of the brand or a natural progression as a result of its popularity? We are growing Mind Candy from a gaming studio to an entertainment company. We have bold plans with new IP, new platforms and new ways to ignite kid’s interest in entertainment. MoshiTV.com & Moshi Music will allow the brand to move into kids homes in new and fun ways. MoshiTV will sit within the Moshi world but also give us content available to be used on more traditional broadcast platforms / TV on demand / handheld devices etc. MoshiTV will have a number of arms with Moshi own created cartoons, music videos being, user generated content platforms as well as launch 3rd party content – our aim is to have the potential to launch the next big brand from MoshiTV. The platform will be more You Tube for kids than a TV channel. Moshi Music will allow us to expand in the same way but in the Music space, kids love to sing and dance. To date Moshi music videos have received millions of view on YouTube and it’s a great way to offer kids fun and build the story for new characters. You will see some of the Moshi family branch into their own space and franchise in the coming years. Can you tell us what is next for Moshi Monsters on a global level? We have an ambitious localisation plan for 2012-2013 and beyond. 2012 will see the brand hit shelves and launch to new audiences in Europe, Asia and South America so it’s a busy year. We have a model and know the elements required producing the ‘perfect storm’ for launch. We will need to change some elements for certain markets but again this is where the flexibility of the brand and culture at Mind Candy come into play. We are reactive and will listen to the market and local needs. In terms of Australia, what is on the horizon for Moshi Monsters from a licensing perspective? The future for Moshi in Australia is very good indeed. The market has embraced the brand and in turn we intend to offer the best product and experience. I’m going to hand over to our Australian Moshi Mother Gail for this one… Thanks Darran – It’s been an incredibly busy Moshi year for Fusion. We have signed almost every licensed category for Moshi Monsters and in 2011 had a significant number of licensed categories at retail - Toys and plush (Hunter Products and Planet Fun) , Trading cards (Banter), Posters (Poster Plus), DS Games (Activision), Computer Accessories (All Interactive), Fruit drinks (LZ Beverages), Game time cards (In Comm),

Puzzles and Top Trumps (U Games), Apparel (Hot Springs), and publishing (Penguin). With all of that product, it’s hard to believe we still have not reached the critical turning point where we have a strong retail presence but that will happen in 2012. This year has already seen the release of the Ty beanie range (Big Balloon), Underwear (Pacific Brands) and Construction (Mega Brands). Yet to ship are watches and pillow pets (Hunter Products and Harvey Wholesale), Bedding (Dryen), Youth Electronics (E3), Confectionery (Park Avenue) and Stationery (U Games and FW Cave). We are in negotiation for green screen photography and photo gifting, footwear and further promotional categories. In Q4 2012 we had our first major successes with Moshi proving that the online phenomenon DOES translate to physical product. The Moshi Magazine sold at a phenomenal rate of knots with edition 1 (Oct) and then improving by over 30% in November... and is continuing to grow each month. Our DS game was a sell-out and by week 50 of 2011 we were the #1 DS title; the Moshi trading cards have been #1 in Kmart, Farmers and TRU, LZ Beverages sold 80% of their yearly budget in just 2 months... and it just keeps getting

better... We launched our first promotion over Xmas with Red Rooster, we will launch frozen confectionery with Bulla in May and Showtime Attractions will manage Moshi costume characters from March 2012. Wow – looking back at this it is amazing that so much has happened so fast, but as Darran says Moshi has been around for 5 years and has been played by our kids since 2009 and although many parents didn’t realise it until last year – their kids just love this property. I guess I suspected that would be the case – that’s why I stalked Darran in order to secure the agency for Aust/NZ… Never been happier! Thank you again for speaking with us Darran. Before you go, is it true that the Moshi Monsters were originally thought up by Michael Acton Smith in a cafe, while drawing on a napkin what would later become known as a Moshi Monster? Yes, the expresso fuelled Michael sketched the first ‘Puzzle Monster’ that transformed into Moshi Monsters, I’d like to say the rest is history but in between that sketch and where Mind Candy sits now is a roller coaster. Michael is a real inspiration and we are lucky to work so closely with such a visionary, the exciting thing is that Moshi is only one sketch in a very thick folder full of ideas so the future is looking bright.

The Fusion Agency For all Moshi Monsters enquiries please contact The Fusion Agency on 02 9439 5511

Discovery Interview

Richard Henson - Regional Director, Program Sales Asia Pacific

Most recently, I spent four years overseeing the commercial revenues for kids’ television network, Nickelodeon Australia. In this role, I managed the Networks television, online and event revenues, and also played a key role in developing channel strategy with a focus on leveraging core business assets for commercial gain. Prior to Nickelodeon, I worked in media sales with subscription television platform, Foxtel, developing integrated communication strategies for advertisers across Subscription TV channels. I also spent six years in media agencys working on client communications planning and strategy. The opportunity to work for Discovery, the world’s number one non-fiction media company was one I simply couldn’t pass up; I am thoroughly enjoying the diverse market challenges, an exceptionally professional team and amazing product to present to clients across the Asia-Pacific region. Discovery, as an organization, has many strings to its bow in terms of channels and broadcasting, can you tell us a little about some of Discovery’s main shows and channels? Now working out of the Sydney based offices of Discovery Enterprises International, Richard Henson (Regional Director, Program Sales Asia Pacific) recently took the time to sit down for a chat with The Bugg Report to update us on his new role at Discovery, and tell us about the company’s plans for 2012 through to 2013 and beyond.

On the consumer products front, our efforts will be focused on the successful roll-out of licensing programs targeting two distinct consumer groups: Kids (Animal Planet + Discovery Kids’ Explore Your World) and Men (Discovery Expedition + Discovery Adventures). For children, we have two flagship Discovery Kids licensing programs that have been developed to empower children to become knowledge seekers. Animal Planet and Discovery Kids’ Explore Your World both encourage children to create and innovate, from the ordinary to the extraordinary while having fun, inspiring them to learn more of the world around them. The Animal Planet licensing program, for kids aged 3-8, celebrates all living creatures and provides children with innovative and fact-filled products based on the amazing world of the animal kingdom. Product launched in international territories includes key categories such as plush, toys, interactive, apparel and back-to-school. The Discovery Kids’ Explore Your World licensing program, for boys aged 6-12, provides real-world play patterns in categories such as science, spy kits, outdoor and role play, encouraging boys to explore and satisfy their curiosity through active play.

Thank you for taking the time to chat with us Richard. Firstly, could you give us an idea of your new role at Discovery as Regional Director, Program Sales Asia Pacific, and tell us about what you have been working on? Thanks for the opportunity to catch-up, Matt. I’ve been with Discovery Enterprises International for a little over three years now. During this time, my primary focus has been on managing the growth and distribution of Discovery Communications diverse programming to third party broadcasters across the Asia-Pacific region representing network brands such as Discovery Channel, TLC, Animal Planet, Science Channel, Investigation Discovery and Discovery HD.

across our home entertainment and consumer products portfolios. Working with Magna Home Entertainment, we have a number of exciting DVD releases planned for 2012 including THROUGH THE WORMHOLE WITH MORGAN FREEMAN season 2 from The Science Channel; FLYING WILD ALASKA season 1 and SONS OF GUNS season 1 from Discovery Channel, along with TODDLERS & TIARAS and CAKE BOSS season 4 from TLC.

In addition to these APAC distribution responsibilities, I now oversee our Consumer Products and Home Video licensing activities for Australia/New Zealand. In this capacity, I’m excited to be working with our licensing agent, Wild Pumpkin and our Home Video partner, Magna Home Entertainment on realizing continued growth in 2012.

Discovery Communications is the world’s #1 nonfiction media company reaching more than 1.5 billion cumulative subscribers in 210 countries and territories. Discovery is dedicated to satisfying curiosity through 160 worldwide television network feeds, led by Discovery Channel, TLC, Animal Planet, Science and Investigation Discovery, The Hub and 3net, the first 24-hour 3D network. Discovery Networks International distributes 26 international brands, reaching over one billion cumulative subscribers with programming available in 45 languages. Discovery’s highly immersive and engaging content entertains a global audience with hit series like MAN VS. WILD, DEADLIEST CATCH, DIRTY JOBS, FLYING WILD ALASKA and AMERICAN CHOPPER.

Can you tell us a little bit about your background and how you came to realize your role at Discovery?

What are your main goals for 2012, 2013 and beyond for Discovery here in Australia?

I’m fortunate to have enjoyed a variety of roles in the Australian media and entertainment industry over the past 16 years.

From Discovery Enterprises International’s perspective here in Australia, our primary goals will focus on continued growth

For any enquiries please contact Discovery Enterprises International on 02 9506 2114

The Discovery Expedition licensing program for men takes the core values of adventure and exploration and applies them to technically-advanced outdoor and lifestyle apparel, accessories and electronic equipment. Following the successful launch of an exciting Discovery Expedition e-com platform in Europe and a program soon-to-launch across parts of Asia, we’re now seeking retail support for the Discovery Expedition range here in Australia. Discovery Adventures allows consumers to explore the world and satisfy their curiosity through unforgettable travel experiences that bring Discovery to life, beyond our multipleplatform media presence. Can you tell us about your main partners here in Australia in terms of Licensing and product?

Having recently launched our new licensing programs targeting Kids and Men, we’re now looking to replicate this home entertainment success in the consumer products space. Over the 2011 Christmas period, Toys R Us carried a range of Animal Planet toys led by the very cool remote-controlled, Air Swimmers product. We’re working on additional Kids categories and will have a number of new announcements to share in the future, so watch this space. Additionally, the Discovery Channel magazine has re-launched across AsiaPacific and we’re incredibly excited with the recent launch of Discovery Adventures. An established tour program with G Adventures in the US since 2009, Discovery Adventures tours are now available to consumers here in Australia. These tours offer travelers the opportunity to come face-to-face with the world’s great cultures, destinations and natural habitats in a truly immersive way that is unique to the Discovery brand. The Discovery portfolio is large, what have been the biggest and most successful shows to date in the local Australian market? Here in the local market, Discovery Networks Asia-Pacific’s portfolio of channels is the only place viewers can catch iconic, franchise programs such as DEADLIEST CATCH, AMERICAN CHOPPER, FLYING WILD ALASKA and GOLD RUSH, along with the latest seasons of MAN VS. WILD and DIRTY JOBS. Can you tell us about any new shows or events that we can look forward to here in Australia in the next few years? In terms of Discovery Networks Asia-Pacific’s programming in Australia, viewers can look forward to exciting new episodes of MAN VS. WILD, DEADLIEST CATCH, DIRTY JOBS, FLYING WILD ALASKA, GOLD RUSH, and – exclusively on Discovery Channel. Discovery Networks International’s production pipeline of programming is constantly evolving and expanding with new developments. Viewers of the Discovery Networks portfolio can look forward to even more programming launches. Thank you for speaking with us Richard. Can we expect to see you and the Discovery team at this year’s Las Vegas Licensing Show and Brand Licensing Europe? I appreciate the opportunity, thanks Matt. Absolutely, we will have a booth at the Las Vegas International Licensing Expo in June, and will also have a presence at Brand Licensing Europe in October. We look forward to meeting with our existing licensees and prospective partners during those markets.

Historically, we have focused on our home entertainment activities which have seen us achieve some tremendous results at retail; with the support of Magna Home Entertainment, over 2 million Discovery DVDs have been sold here in Australia.

For any enquiries please contact Discovery Enterprises International on 02 9506 2114

Banter Toys Interview Nick Callander - Marketing Manager At Banter Toys

In August 2011, Croftminster split their toys and collectibles business into a new division known as Banter Toys. Since then, Banter Toys has been signing up, growing and developing properties such as Cars 2, Pokémon, Moshi Monsters, Star Wars, WWE and Super Mario Bros., just to name a few. The Banter team have also been working hard on their partner and retailer relationships, launched a new email marketing based e-newsletter and a very interesting new website. The Bugg Report recently sat down with Nick Callander, Marketing Manager for Banter Toys, to discuss the business and see what is coming up in 2012 and into 2013. Nick, can you give us a little bit of information as to how Banter Toys is traveling since its formation in August of 2011. How has the transition been from Croftminster to the new toys and collectibles division know as banter Toys? The first half has so far seen extremely positive growth largely attributed to our extensive trading card portfolio. Overall our business and more importantly our retail partners across all majors have seen strong increases in their TCG sales. Our product tends to price well at retail, sitting in that “pocket money” bracket, which seems to be striking the right cord for consumers…of course great licences also help. The transition from Croftminster to Banter has been seemless…we still get the odd caller asking…”sorry I must have the wrong number, I was after Croftminster”, but they soon get the picture. No, look it’s been great and very well received by our team, retail partners and licencees. For those who do not know much about Banter Toys, can you give us a little bit of background on the business and what you guys are about and what you do? Our first aim for rebranding and separating our toy division was to reinvigorate the business in light of new business strategies and direction we developed for the Croftminster Group. Without wanting to sound like a marketing wanker, Banter Toys was born from our vision of where we saw ourselves and where the rest of the industry is, and its great being an underdog. Our heritage has always been in Trading Cards, in fact there is no business with a better understanding than ours when it comes to TCG’s, but Banter is about working closely with our retail partners tailoring, to an extent, retail solutions to help drive sales. Further to this we are always active in working with our licencees to explore new opportunities and partnerships… the end result off all of this to create as much Banter as possible for the retailer, us and our brands.

Banter Toys obviously deal with a lot of great licenses, however I believe Poptropica has been performing exceptionally well. Can you tell us about Poptropica? There has certainly been an explosion of brands let loose on the market that have either come from online, animation and popular apps. We have tapped into a few of these and yes Poptropica is one that continues to grow its online audience rivaling that of Moshi and Club Penguin. Poptropica is a virtual world, created by Pearson Education, similar to Moshi Monsters and Club Penguin that allows children (primarily 6-12) to explore, play, compete and collect credits to customize their character. Can you give us a bit of a rundown on your focus areas for 2012? There are many. With a number of major product launches in TCG and Toys our marketing will be strong. On top of this we will be investing further in our business to develop the team and company and we will be looking towards developing some of our own product lines for local and international markets, something I am personally very excited about.

feverishly pumping us with information and introducing us to other licence partners, so our aim is to open up more dialogue with partners to see if we can work more collaboratively to offer retailers a more concise Moshi destination instore. Its no secret that retail has been tough of late, can you tell us about what Banter Toys are doing to combat this? Do you have any key initiatives in place to keep Banter Toys in a strong position in the toy and collectibles division? No doubt it’s tough, but the key is in keeping the right stock levels and finding a balance on price that is affordable to consumers at the same time delivery good margins for our retailers. I am certainly not an advocate for continued discounting, but moving forward as Banter expands, we will be working with licensors and retailers to deliver not only on price, but also on offering merchandising solutions to create branded destinations for consumers. Banter Toys were recently appointed with the distribution

rights for Adventure Time in figurines and plush here in Australia, can you tell us about your plans for this? We are really excited about Adventure Time. AT has been a hit since its premiere on Cartoon Network and has a huge following among boys 6-11. We will be working closely with CN to promote our toyline both on air and online. Jazzwares have done an exceptional job in producing the range of figurines and plush, so we also look forward to working with the crew there to build this brand. Lastly, can you give us your opinion on which brands you think will do well this year? I am sure I will see plenty on my travels in the coming months, but certainly, Moshi will continue to grow, Pokemon (with another 4 release in 2012) will also be strong and we have high expectations for Monsuno. Outside of what we have, brands that are associated with Animation series, Apps or online will continue to dominate in 2012.

You recently launched a new website late last year for Banter Toys, can you tell us about the website, its purpose and how it has been received? Well we all need one, but our old site did not reflect the new direction so we rebuilt and re-launched. It’s not set up for general consumers, but is there to provide general information. Our retailers are able to log in and make purchase enquiries and order online at their own will. We also push our digital marketing through the site with regular updates, offers and specials. In addition to the website, I know that you also do an e-newsletter now. Can you tell us about the purpose of this newsletter and how it has been received? Its funny, we can all get caught up in Facebook and twitter often overlooking one of the greatest tools we have…email. So yes we ramped up our Electronic Direct Mail in the last year to keep the lines of communication open with our retail and media partners…the aim is not to bombard, just create Banter around what’s happening in our world. Everyone seems to be talking about Moshi Monsters and it’s obviously huge in the UK now. Can you tell us a little bit about what you’re doing with the brand and what some of your future plans are for Moshi Monsters? There is no doubt Moshi is huge and we are again expecting big things from the brand this year. The Fusion Agency has been

For further details, please contact: Nick Callander, Marketing Manager | E: nick@bantertoys.com.au | P: (03) 9799 3422

ATA Interview The Bugg Report catches up with Paul

Hodgson, the new General Manager (GM) of the Australian Toy Association (ATA)

The one-year mark has just ticked over for me at the ATA and it has been a fantastic journey so far. Admittedly it has been a steep learning curve but it has been thoroughly enjoyable at the same time, and now I am settled I am enjoying the challenge of growing the ATA along with the team here. It must also be said that the board, in particular Dennis Bond and David Hendy, have been instrumental in helping me to settle into my role and implement a range of new initiatives and ideas at the ATA. Can you tell us a little bit about your background and other roles you have undertaken prior to working with the ATA? My background has been very focused on marketing and I initially worked in a marketing role at the Victorian Racing Club. I also worked at The British Horse Racing Board in London where I was responsible for building up a spring carnival like atmosphere and then I worked on trade fairs around the world. Since being in Australia I have been working in the exhibition market, which then evolved into again running trade fairs around the world such as oil and gas shows in Brazil and international prostate cancer events. The best part of working on trade events globally in a number of different areas is that the knowledge you gain is quite diverse. (Editors note: Paul is also currently nearing the completion of his MBA). It is no secret that last year the figures for the ATHNF were down on years prior, can you tell us a little bit about what you’ve been doing to improve on the fair this year, and encourage more people to attend and also exhibit?

The Australian Toy Hobby and Nursery Fair (ATHNF) is one of a number of major events throughout the world on the annual calendar for toys and licensing. This local Melbourne toy fair, held at the Exhibition Centre in March each year, attracts and number of domestic and international industry figures, exhibitors, retailers, wholesalers and people who have an interest in toys and licensing in general. This year’s fair sees a number of additions, modifications and improvements, all with the aim of making the ATHNF even more prominent and attractive to both the local and international attendees and exhibitors. Having taken over the role as GM of the ATA last year, Paul Hodgson and the ATA have been working hard on the fair and the Bugg Report recently sat down with Paul for a chat about what has been happening at the ATA. Thank you for taking the time to speak with us Paul. To start with how have you found your new role as GM of the ATA so far?

In light of the numbers being down last year, we have put together a strategic planning unit which consists of the board, Gabby and Alice from the ATA and myself, with a focus on improving the fair on a number of levels. One of the initiatives we have put in place has been to personally invite all of the buying groups to the fair which include all the majors such as Kmart, Target and Big W. We have been focused on asking the buyers what they want out of the fair, and one of the main things requested was a meeting area for before and after the fair for the buyers, which will now feature at this years fair. TThe focus for this year has been to really personalize the invites and invite people on every level from the CEO to the brand managers to the buyers. We have also targeted some companies on the out skirts of the toy and licensing industries such as chemists, petrol stations and libraries to help with numbers, as these companies all have buyers as well. Have you travelled to any of the other fairs throughout the world as yet? If so, how do you think our local fair stacks up and what impresses you at these fairs?

For any enquiries please contact the Australian Toy Association on 03 9320 2600 or email ata@austoy.com.au

Because I have been fortunate enough to travel the word and look at a range of trade fairs, an idea we have implemented this year which I think is a great thing to have is a main stage for product launches which the fair has not had before. The great thing about having a stage is that it becomes a meeting place, product launch location and a focal point for the fair. We put out a communication asking exhibitors whether they would like time on the main stage or the opportunity to do a product launch, and the response has been fantastic. Another thing we have adopted is to implement product display cases and personalized floor tiles for companies who wish to purchase them. There is also a toy fair DJ this year - with interviews and hourly toy fair news! For those who have not exhibited at the ATHNF, can you tell us a little bit about why businesses should exhibit at this fair, and what the fair offers its exhibitors? Its a true trade fair and a buyers and sellers fair. The ATA are doing everything they can to get the buyers to attend and there is no place that compares to the fair to get in front of so many buyers at one time. The main benefit is the exposure to true and quality buyers. How was the reception this year when signing up new and existing businesses to the fair based on last years fair and retail in general? There is no doubt last year was tough for business and retail, and the toy industry is no different. This year the task of signing up exhibitors has been very challenging but the results have really been amazing. At this stage there are only a handful of stands left and the team at the ATA have done a fantastic job considering the current economic climate. I think that the new initiatives we are putting in place have been a huge factor when signing people up to exhibit, everyone is really excited about the new features of the fair this year. The ATA manages the ATHNF each year, however can you tell us more about what the ATA does in terms of other events and activities that it runs throughout the year? The ATA are very proactive in lobbying the government on behalf of the industry. One example is that we have been working very closely with the federal government on issues such as the GST threshold issue, to try and support our retailers. The issue is that people buy online from overseas and don’t pay GST, so the playing field is not level for local bricks and mortar retails. We are also very active in ensuring standards are met and we represent the toy industry in the media where possible. Last year we also conducted our first online webinars and face-to-face seminars on marketing for

our members. These were a huge success, so no doubt we will put more on in the not too distant future. We also take great pride in looking after our members. The Wheelchairs for Kids Charity Golf Day held in May each year is a great charity event run by the ATA. Can you tell us a little bit about the event and how people can attend and contribute to this event? The Wheelchairs for Kids Charity Golf Day is a fantastic event where companies in the industry can sponsor a hole for charity, and send players along for a day of golf. We are in the process of signing up one major sponsor and we really encourage everyone in the industry to get in touch and sponsor a hole and support the event. It is a great thing that 100 percent of the funds for this event go directly to Wheelchairs for Kids and there are no administration fees or third party fees at all. I am actually dealing with one of the wheelchairs at the moment and we are paying the manufacturer directly from the funds raised last year. This charity has raised and donated over $1 million since 1986. Can you tell us about what your goals are for the ATA moving into the back half of 2012 and into 2013 and beyond? We are currently working on our strategic plan and our five year plan that I am really excited about. The main things are to support our members, grow our membership base and increase our revenue. I say that not just so we can make more money but so that we can put that money back into the ATA and better support our members. Obviously the more members we have, the move revenue we have and the better our services can be. We are also putting on more seminars for ATA members. The ATA is also going through a re-branding process and the new brand will be launched at toy fair. The other thing we are looking into is purchasing a building which would become the ATA head offices. What we currently pay in rent we would easily be paying of our own mortgage – makes sense! Finally, can you give us any gossip on the 2013 ATHNF and what we can expect? A new initiative for next year that I think will be really exciting is the introduction of a first time exhibitor section. So companies that have not exhibited before can come in at an introductory rate and see how good the fair is, which we hope will bring in more regular exhibitors to the fair. I think the 2012 fair will be great but the 2013 fair will be even better.

For any enquiries please contact the Australian Toy Association on 03 9320 2600 or email ata@austoy.com.au

Wide Eyes News from the Tube A leading industry expert offers a snapshot on News from The Tube

The annual children’s TV conference, Kidscreen Summit, is held in New York in February and this conference is followed a couple of days later by the US Toy Fair.

Beyblade were both being supported with new TV series and heavy marketing campaigns. The view at both Kidscreen and US Toy Fair was that Tennage Mutant Ninja Turtles would work well again.

The most discussed issue coming out of Kidscreen was the lack of private equity to fund the production of new children’s TV series. Over the last couple of years, private equity has suffered some big write downs and closures and unfortunately there has been a flight of capital away from investing in new children’s TV production. Recently the APAX equity group finalised the sale of Hit Entertainment to the world’s largest toy maker Mattel and Chorion was forced into bankruptcy and sold off character property by character property. A number of other independent TV producers are feeling the strain and have downsized their activities significantly over recent months. There are however a few independents doing well and in particular Fremantle, DHX Media and Zodiak are actively financing and producing new TV series. Fremantle has two big shows launching this year being Monsuno and Tree Fu Tom. Monsuno is a boys action anime series and is trying to take up some of the room being created by a declining Ben 10. The TV series launches on the Go! channel mid-year. Tree Fu Tom is a pre-school series that will probably appear on the new digital channel Eleven since ABC TV decided not to acquire this show. Zodiak’s new pre-school series is called Tickety Toc and will be offered to the ABC in April. DHX Media are distributing Rastamouse

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The jury was still out on whether Monsuno would be a hit for Fremantle but Redakai and Winx’s Club have both gotten off to slow starts in the US - the owners of these two shows will be looking for better success in Europe to help which won best pre-school show at the recent UK children’s BAFTA awards. DHX Media has recently appointed Character Options and Ty Beanies to produce Rastamouse plush and toys. Speaking of awards, the ABC’s preschool presenters Giggle & Hoot were awarded the best international TV hosting award at Kidscreen and this is a fair reward for their incredible popularity with Australian kids. The other pre-school show that continues to be a smash hit in Australia is The Octonauts. In the UK Peppa Pig was once again the years’s biggest pre-school property for girls and Big Balloon will be releasing a new toy range in 2012. Thomas the Tank Engine remained the number one boys pre-school around the world and seems to have weathered the Chuggington challenge without suffering a scratch. A new pre-school series from The Jim Henson Company launching first half this year is Pajanimals which is a cute muppeted show based around helping children to sleep - Tomy is releasing a plush toy line with the TV series. Another pre-school series launching on ABC TV this Easter is Guess How Much I Love You? based on the best selling book of the sames name. Jasnor

sustain them internationally.

So with the opening of the 2012

The new show that scooped the best TV children’s show at Kidscreen Summit and had all the network TV programmers raving was The Wonderful World of Gumball. This is a Cartoon Network show and was definitely the hit of the conference.

Melbourne Toy Fair it marks the end

The other show to pick up a host of awards was Horrible Histories which is an awesome show but probably doesn’t lend itself to merchandise.

on another full year on the children’s entertainment

merry-go-round

that

starts with book and TV markets, then proceeds to licensing shows and ends with the circuit of toy fairs just concluded. Here is to everyone having a successful and enjoyable Melbourne Toy Fair to set up the industry for a good year of retail sales and of course happy humans everywhere.

is releasing plush toys for Xmas 2012. Finally in the pre-school genre, a new animated show for girls called Kioka has also been bought by ABC TV and received good reviews at Kidscreen. Away from pre-school, the rise of internet properties continues unabated - Angry Birds products were everywhere at US Toy Fair and Moshi Monsters continues to do well. The next in-line internet property to become a global hit is going to be the Annoying Orange - these short form videos on YouTube have been viewed over 1 billion times and now Cartoon Network has commissioned an Annoying Orange TV series. There were Annoying Orange licensed products starting to appear all over the US Toy Fair. Two other two internet based properties that are clearly going to be big are Skylanders and Temple Run. Domo still rules the cool for the geek sheik set. In regards to TV shows for older kids, there are a slew of live action tween comedy shows for girls coming through of the iCarly vein and it is imposible to predict which one will hit the spot and be the one to drive products off-screen. For the boys, Power Rangers and

Retail Spy

Independent comment on what is hot and what is not at retail

It is still early days in the new release territory, however one thing has really jumped out in January (again); that is Lego. With a significant portion of their range changing each year they seem to be giving the market what it wants... new and fresh.

Lego is huge

Nerf is down

Fisher Price is up (a big number) as opposed to Playskool, which is down

Littlest Pet Shop is down Transformers is down My Little Pony is down

Barbie was up and no comparison for Monster High, but a very strong number

Teck Deck and Polly are down

Lego’s business is up but the total market is down…

Lalaloopsy from last year’s small base was up significantly

Star Wars is down

Ninjago was a stand out... up year on year

Trash Pack has come from the clouds... a good one for Moose Ent.

Mega also managed an increase The big decreases comes from action figures, games (HELP!! Hasbro/Lego DO SOMETHING!), pre-school, outdoor and plush with construction and craft well up, and dolls driven by Barbie, Monster High and Lalaloopsy doing well The winners were: Lego, Moose, Mattel and Funtastic are leading the “ups”

Zhu Zhu Pets are down

Dora the Explorer is down Bey Blades are down Even the mighty Little Tikes is down a little bit

Cars is still well sought after and up substantially, perhaps affecting Hot Wheels which is down

Its not all bad news for the “downs”. January is a rather small month (around 5% of the toy business)

Dinosaur Train is still doing well but Thomas is down quite a lot, and not enough sales from Chuggington to pick up the slack And the bad news… Hasbro, Tomy and Hunter Overseas are leading the “downs” at this stage

Most of the brands listed above with only a few exceptions have great plans moving throughout the year, so I expect them to lift their performance moving into Easter

THE SPY

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Publishing with Mark Scott What’s Hot in Kids Books - 2011 Children’s Publishing Market Review

After a full review of the 2011 Australian book market thanks to Neilsen Bookscan, we can now give you some nice sound bites as to what’s happening, what’s hot and what’s not. • T otal book market down 7% in volume and almost 13% in value – given the current retail environment and the loss of Red Group (A&R, Borders) this is probably not such a bad result • K ids market ($268m in retail sales) represents about 25% of the total market and was down almost 7% in volume and just over 10% in value. • L ooking at the top 5000 kids titles (about 70% of the total kids market) we can tell you the following: - Volume was down 10% and value down 14% - Penguin and Parragon are the biggest publishers in the market by volume with more than 16% market share, more than double anyone else in the market e.g. Five Mile Press, Hinkler, Scholastic or Harper Collins. - Parragon are the second biggest publisher in the market in value only behind Penguin and Parragon dominates the licensed segment of the market. - Every publisher in the Top 10 dropped in value however Parragon grew its market share in both volume and value. • L ooking at the top 2500 kids titles to see which franchises are hot or cold we can tell you that: - Diary of a Wimpy Kid is the biggest franchise in the market and grew substantially on the prior year. In fact 6 of the 10 bestsellers in the market were Wimpy Kid titles. - Disney is also a mega publishing brand selling twice as many books than anything else in the market. Disney was driven by strong performances by the ladies in pink, Disney Princess up about 20%, the girls with pixie dust, Disney Fairies up 14% and of course Cars, which had massive growth off the back of the movie release - Dora continues to dominate pre-school with around 10% growth - Barbie has bounced back with some higher value titles driving value growth by 20% - Lego has also had a rebirth and is one of the top 10 franchises in the market - Star Wars/Clone Wars has also been a hit for Dorling Kindersley (DK) who were one of few publishers to substantially grow their volume and value - Zhu Zhu Pets was also a publishing hit driven by the toy phenomenon so look out for Squinkies in 2012

Please send any questions or feedback to mark.scott@parragon.com

- Harry Potter, Mr. Men, The Wiggles, Sesame Street, My Little Pony, Dreamworks movies like Hop and Kung Fu Panda 2 and Rainbow Magic were all stable compared to the previous year - Some properties which appeared in the top-sellers that look “on the up” are Octonauts, Moshi Monsters, Monster High, Dork Diaries, Billie B Brown and Hunger Games. These should all perform well in 2012. Power Rangers also looking good for the coming year - Sorry to say but the following properties declined on their previous years: Thomas the Tank, Ben-10, Dr Seuss, Chuggington, Pooh, Littlest Pet Shop, The Fairies (ABC not Disney ones), Zac Power, Top Gear, Spot the Dog and Bob the Builder - Even more sorry to say that the following properties make the 2011 “Rest in Peace” list • • • • • • • • • •

Twilight (but what an incredible run) In the Night Garden Lazy Town The WotWots Bratz Hi 5 Looney Tunes Roary the Racing Car WWE iCarly

If you’re reading this and are in disbelief or think the assessment is off-course, please drop me an email with your feedback. Mark Scott, Director, Business Development Parragon Publishing mark.scott@parragon.com

Food For Thought Independent comment and thoughts on FMCG

With 2011 done and dusted, 2012 looks to be a very interesting year for the FMCG category. 2011 was an extremely competitive year, particularly between the leading supermarkets Coles and Woolworths. To add to that, private label continues to boom as does rationalization of supplied product. A continued focus on being a healthy nation along with affordability and convenience are all driving forces behind customer choices at the supermarket. Retailers will continue to focus on creating a positive and enjoyable customer experience at their stores, with a goal to increase loyalty and basket size. For suppliers, the focus will be innovation as well as striving to keep their consumers engaged with their product. In addition to that, keeping their customers/ buyers happy is crucial. This may include offering exclusive product, sizes, SKU’s, limited editions and other ways for retailers to offer a point of difference. Meanwhile, the pressure is on to squeeze margins and spend more money promoting their product. Licensing continues to be a great way to tackle these challenges. Whether it is an intellectual property based on entertainment, sport, environment, charity or another form of IP, this is an approach to keep consumers engaged as well as appeal to new shoppers. With the continued expansion of private label and the rationalization of supplied product, there is

a huge benefit in bringing the excitement and entertainment of a licensed product to the supermarket shoppers experience. Here are some examples of product we have seen in the marketplace so far in 2012: Fantastic Snacks Batman Arkham City Promotion: This 3 month activity concluded in January and was developed exclusively for Coles Supermarkets. This is a great example of how retailers are now working with their suppliers to offer a point of difference. In this case, fans of the game Batman Arkham City could win a trip to the 2012 Comiccon Convention in San Diego or one of many other prizes by buying specially marked Fantastic instant noodle packs at a Coles Supermarket. As you can see, the supplier did a great job securing corners and off locations in stores to create hype and stock more product. Heinz Pasta Shapes and Baked Beans: Heinz have recruited four licenses to appeal to children. Dora the Explorer, The Wiggles and Ben 10 can be found on their 220g cans of Pasta shapes while Thomas the Tank Engine and Dora appear on their 220g cans of Baked Beans. It will be interesting to see if their competitors choose to go after their own licenses to compete. This category could become like the yoghurt category where we have seen licensing dominate the kids SKU’s for many years.

Sweet William Scooby-Doo Chocolate Mud Spread: This has launched at Woolworths supermarkets and will be great to watch this year as it sits in a category dominated by the market leader. The product is a healthy alternative with 25% less sugar and is nut free which is a great solution for schools who ban nut products. The purple lid is used as a simple way to create a point of difference and stand out amongst the competition, which are all white lids. For more information visit: www.sweetwilliam.com.au Toy Story 3 ‘Drink and Play’ Fruit Drink: Watch out surprise eggs – the new generation of surprise has arrived. After launching in Europe in 2007, over 100 million bottles sell annually. The new range is available at Woolworths for $1.99 a pop. Claimed to be free from preservatives and with real fruit juice and fresh taste, the kids’ fruit drink has its own special collectable Toy Story 3 memento that comes with every bottle. The capsule contents may vary and may include either a mini-figurine or a 2D set of Toy Story 3 stickers, Toy Story 3 key ring and Toy Story 3 tattoo. The products are imported by Kool Kids who will introduce Cars and Princesses next.

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Sorbent Happy Feet Two Tissues: Sorbent has leveraged the theatrical release of Happy Feet Two, which launched in Australian cinemas on Boxing Day 2011. Eric, the fluffy chick penguin of Gloria and Mumble, has been used as the hero on packs of toilet and facial tissues. In addition to the colourful and impactful packaging, an exciting consumer promotion has been activated to win an amazing family snow adventure! Greens Cars 2 Racing Car Cookies: Greens General Foods have employed Disney’s Cars 2 license for their 295g Racing Cars Cookies make and bake product. At the moment it seems to be the only licensed product in the market in that category which is interesting considering there has been many licensed products in the past including Harry Potter, Spongebob and Thomas and Friends. Throughout the year I will be walking the aisles and provide an unbiased review of licensed activity across food, beverages and personal care categories. Rumour has it that there is a lot of new product launching from licensees that have played in licensing before and new licensees who haven’t. I look forward to sharing these with you over the course of 2012.

The Bugg Report Magazine Edition 3

LIMA

Introduction to Licensees

Australia develops a growing voice in Australia

As many of you will already know Bugg Marketing Solutions was appointed as the Regional Representative for the LIMA (Licensing Industry Merchandisers Association) in Australia last year. LIMA is a similar organization to the ATA but focuses it’s resources and attention toward the Licensing Industry. In a nutshell LIMA provides us with: • • • • • • •

A standard of professional conduct Recognition of achievement A standard of ethical conduct Recognition of excellence A source of information A forum for networking A source of education

It is our task to harmonize the global activities of LIMA and endeavor to develop a local action plan, which we can implement here in Australia. We are fortunate to have a vibrant licensing business and we are keen to encourage membership of our organization and in turn develop strategies where we can add value to this membership base.

• Piracy – Trademark infringement

We are pleased to welcome our newest member The Fusion Agency and look forward to working with them.

• Developing a local membership

We are already fortunate to have 11 local members and growing!

via our online report. We look forward

In terms of our local charter we hope to focus on:

LIMA with you and how we can improve

Bugg Marketing Solutions For any enquiries please call 03 9769 3963 or email info@buggsolutions.com.au

• Establishing a close working relationship with the ATA • Encouraging a better understanding of licensing at retail • Developing an industry function/

In our Licensee section of The Bugg Report Magazine we take a look at some of the best upcoming products and brands from the top toy companies in the business. In edition 3 of The Bugg Report Magazine, we take a look at some of the new brands and updates from Goldie Marketing, Rubies Deerfield, MJM Australia and Good Link International.

networking evenings • Licensing webinar educational progra

We intend to provide regular updates on LIMA in our magazine publications and to having the opportunity of discussing our industry here locally.

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Goldie

The road to global success

Stephen â&#x20AC;&#x2DC;Goldieâ&#x20AC;&#x2122; Goldsworthy has worked hard and tirelessly to achieve global success over the past decade, progressively building an empire that today is set to achieve bigger and better triumphs than first ever could have been imagined. Goldie Marketing is now distributing to over 65 countries across the globe, no mean feat for a company that has been operating for only a decade. Through simple beginnings and lots of blood, sweat and tears, Goldie set out to achieve greatness in the toy industry.

The products that are now available from Goldie Marketing, such as R/C cars, collectible figurines and die-casts help to build brand awareness for gaming licenses, especially when there are no new releases of games.

world, the US sales network and the Melbourne office where it all happens, Goldie is ensuring that he reaches all target markets. Goldie has also gained affiliate offices through reliable business contacts in London and Paris.

One of the strongest attributes that Goldie has is that he sees opportunities that most donâ&#x20AC;&#x2122;t and takes them, greeting risk as if it were an old friend and diving straight in to the toughest of challenges to come out the other end with stories of success and an evergrowing company ready for anything.

A key strength that Goldie possesses is seizing opportunities in merchandising areas that are totally unexpected. An example of this is the Smurfs licensing that the company has obtained. The Smurfs are a long-term brand with nostalgic appeal that has only been enhanced with the recent release of the 3D movie and Smurf Village mobile App in a tech savvy world that loves updates. Schleich has owned the licensing rights to the Smurfs for some 50 years so for Goldie to be able to get some licensing rights and produce Smurfs products was a very big deal. Goldie Marketing decided to introduce speed and excitement into the Smurfs Village by creating R/C cars and diecasts. The people behind the Smurfs

Creating a global office structure that has seen offices pop up across the world; including the China office that focuses on manufacturing and quality control, the Hong Kong office that is the global contact base for everyone and deals with shipping and sourcing, the San Diego office that deals with sales and shipping while giving Goldie a direct link to the largest market in the

Starting out in 2002, Goldie dreamed of a brighter future full of fun and exciting products and toys for all ages, it was here that Goldie Marketing was born. Starting with a simple concept of licensed library bags, Goldie grew his business into new areas. Goldie Marketing implements merchandising programs that are designed to broaden existing product offerings and strengthen overall brands. Identifying opportunities with Nintendo, Goldie secured a global master toy license. This was the breakthrough he needed into the international market.

Goldie Marketing Pty Ltd For any enquiries please call 03 9720 6186

Goldie

The road to global success - continued

were so impressed with what they saw Goldie was given more opportunities and was able to produce large roto figures and 2â&#x20AC;? keychains, a privilege that was previously only given to Schleich. Goldie Marketing holds licensing rights to some of the worlds most loved and popular brands such as Nintendo, the Smurfs, Hello Kitty, Dora the Explorer and many more. Goldie has a unique knack for capitalizing on all opportunities that present themself. An example of this is the Dora Explores the World merchandise that is targeted to an older demographic as they can be kept as collectibles, ensuring no market is missed. These figurines were to be released in Australia and New Zealand, however Nickelodeon liked the concept, design and quality of the product so much, that it is now being released internationally to many countries around the world. Goldie Marketing guarantees it has merchandise and products for all ages, creating products from all brands that are authentic to the license, unique and diverse. Some the biggest steps forward that Goldie has made has been thanks to forming the right teams for the company. Goldie is a man with a vision and his team has enabled this vision to become a reality and help the company go further. Having a super sales squad, an imaginative creative team, resourceful shipping people, a switched on accounts crew and top-tier level support that can solve any problem, Goldie has been able to take Goldie Marketing to the next level and really watch his dream come to life. Goldie has an appreciation for distinct cultural and social differences, a key hurdle in establishing positive business relations internationally; this is where many organisations come unstuck. Employing and empowering people that can speak a variety of languages and come from various cultures

has helped build many successful international relationships for Goldie Marketing. Fluency in Mandarin on the shipping team has been an integral part of the international success allowing easy and flowing communication between the various offices, suppliers and distributors. Goldie has the ability to see beyond what is directly in front of him and aim high. If faced with a hurdle, Goldie and his team ensure they come up with a way to go around it. They ensure they see the grey areas and not just what is black and white and easy. Goldie finds what is missing from the market, â&#x20AC;&#x153;I am always wanting to be ahead of the latest trends and I thrive on bringing new ideas to lifeâ&#x20AC;?, and fills it with fun and innovative toys and products for all ages. While some have tried and failed, the success of Goldie is a fantastic example of how to do good business with great results. Goldie and his team understand what is required to make inroads and are the people to talk with on all things

Goldie Marketing Pty Ltd For any enquiries please call 03 9720 6186

licensing and toys and how to achieve global success. They are an excellent contact for Australian entrepreneurs wanting to make a bigger impact in global markets. The Goldie mission is to keep people of all ages entertained around the world, something that he and his team will continue working hard towards, ensuring everyone shares the spirit and delight that they do for licensed characters and products.

Rubies-Deerfield Batman – The Dark Knight Rises

2012 will see the next instalment in the Batman franchise: The Dark Knight Rises. The movie will launch down under on July 19th.

In addition to movie opportunities we will also be developing

Rubies Deerfield will again deliver a fully integrated dress up range into the market in Australia. The range will include both children’s and adult costumes and accessories. This will feature both local and international designs.

theme comes from the TV series currently airing on WB Kids

“We will be working very closely with the local Warner Bros. team to maximise the opportunities for both the mass and independent retailers said CEO of Rubies Deerfield Peter Warton”

dress up programs around Batman Brave and Bold. This on the Nine Network. The integration of the Rubies and Deerfield businesses has meant that we now have sufficient products to cater for all retailers. To further compliment our Warner Bros. portfolio we also have extensive ranges of Superman, Scooby Doo, and Looney Tunes covering kids and adults dress up.

The superhero category has always been a strong driver of costuming particularly in the children’s category. The recently completed new deal with Warner Bros. sees Rubies Deerfield now distributing both kids and adult ranges across the local market including New Zealand.

“We plan to develop programs around Book Week and

“This will now allow us to fully cater for all market segments, said Peter”

Rubies Deerfield will be showing at the Melbourne Toy Fair at

Halloween in 2012, no doubt many of our Batman, Superman, Scooby and Looney tunes costumes will feature strongly, said Peter”

stand B40. Please come and see us.

Rubies Deerfield Australia For all enquirers please call 03 8761 6765 or 03 8339 0477 or email info@rubiesmasquerade.com.au

Good Link International The Fastest Growing Balloon Brand In The World

Good Link International (Licensing) is proud to announce that they have released the first series of Ming the MiniBus(â&#x201E;˘ & ÂŠ) DVDs. Each DVD has five different shows, where Ming takes two students to a different worldwide location in each and every episode.

subtitles, and the initial sales results has been very strong.

And through 3 specially written songs, for that episode, they learn about an iconic place, or cultural phenomena for that destination. The DVD series is divided into 7 categories, which are Europe, North America, Eastern Europe, Asia, Pacific, South America and Middle East / Africa.

The cost will be USD 0.99 cents for each. Every one of the Apps will feature an 11 minute episode, a really fun game and 3 of the specially written songs from the show, that have been turned into Karaoke renditions.

The shows are in English with English

Good Link International For any enquiries please contact Lenny on 852 2950 0177 or email lenny@good-link.com.hk

The other exciting news is that stating in February 2012 the APPLE APP Store will be featuring 15 different Ming the MiniBus Apps

Introduction to The Bugg Report Services Guide The Bugg Report services guide provides you with information on companies who provide services relevant to licensing based companies. Our services guide features content and advertising by companies that work in and around licensing including design companies, exhibition services companies, distribution companies and more. Edition 3 features My Design Group from the design field and Synergy Design from the exhibition services field. We hope that you enjoy our services guide for edition 3 of The Bugg Report Magazine. Please feel free to shoot us an email with your thoughts on any of the information that you will read on the coming pages at info@buggreport.com.au.

We believe this karaoke feature will make this one of the most popular kids apps in the world.

The Bugg Report Magazine Edition 3

Synergy Australasia How to create a successful 3D marketing campaign

pros and cons of this form of marketing activity before you commit yourself.

In this edition, Tom Ristevski, Sales & Marketing Manager at Synergy Australasia, one of Australia’s leading full service display companies, offers insights to the specialist field of 3D brand marketing. There are countless 3D environments a brand can be marketed within. From a high profile public exhibition, a niche trade fare, the retail department store, through to the more recent advent of experiential marketing, it’s important to both understand the opportuntity and possible risks being presented to your brand. While a successful 3D marketing campaign can create an enormous positive impact on a brand’s profile and awareness within a specific market, it also comes with the risk of taxing a marketer’s time and budget. For this reason, it’s important to understand the

We see the same mistakes being made time and time again. Companies are often ill equipped to plan and execute a campaign on the 3D front, but feel the need to commit themselves due to competitive pressures. Often the marketing department lacks the experience and as 3D marketing isn’t something taught in the marketing classroom, it isn’t any surprise that a marketing team often finds itself lacking. To get a 3D campaign right, it’s important to first understand the steps required in planning and executing a campaign and while for some this may seem rudimentary, even the marketer’s responsible for some of the most high profile brands in the market still get it wrong. A successful 3D campaign starts with a solid brief. You first need to know what you’re trying to achieve by engaging in the exercise. This can range from creating general awareness for a new brand, educating your consumer, to gathering opinion through test marketing. The next step is to identify where your market lives and what geographic locations you can tap to engage your audience. You need to be sure the environment is sympathetic to your brand’s core value. Practically, the

Synergy Australasia Pty Ltd For any enquires please contact Tom Ristevski on 03 9416 7577

environment can also play a large part in the cost of setting up your activation. We’ve seen a campaign’s reach impacted negatively, when the poor choice of locations lead to inflated installation cost. Only when your can drive PR through the process would we advise for a costly installation. The third stage is developing a display or environment, which can help facilitate the type of engagement you’d like your audience to have with your brand. Aesthetically, the display needs to reflect the brand’s core values and reach the hearts, minds and imaginations of the target audience and for this, the input of a skilled designer is priceless. On a practical front, the display needs to adhere to all of the occupational health and safety regulations enforced by your chosen venues. It should also account for the changes to the environment, while being sympathetic to the cost impact on freight and refurbishment. An experienced display builder can not only help you develop your design, but also help you to avoid the pitfalls of what can otherwise be a highly rewarding a financially lucrative marketing exercise, so my number one tip would be to source a supplier you feel comfortable working with and can offer you an experienced view into the path ahead for your project.