Aussie toy companies join forces to make their mark in the US
THE STATE OF THE INDUSTRY FROM THE EDITOR
According to Circana, in the first half of 2024, licensed toys accounted for 32% of the total toy market and sales grew by 6% compared to 2023. Whilst market conditions have been challenging, it is clear that there is resilience in toys.
Since the last edition of The Toy Universe Magazine back in June we have seen a number of key news updates from the industry including:
Hunter Products announced a major expansion into the global toy, sporting and leisure market and also appointed Hunter Leisure as its wholesale distributor across Australia.
The Toy Association™ then announced that People of Play™ (POP) and its assets will be merging into the Association and that Mary Couzin, founder of People of Play, will be responsible for guiding the future and growth of this new addition to the Association, effective immediately.
It was also announced that Kidults will feature highly again at the Spielwarenmesse — the topic was a highlight when it premiered at this year’s Spielwarenmesse and proved to be a visitor magnet with a high degree of international media interest.
On a local level it has been apparent that the market has been challenging, however there are still great opportunities to be had in emerging retailers such as Amazon.
In this edition you will see that in the lead up to the LA Fall Preview, The Toy Universe speaks to Brea Brand (Connetix Tiles) and Josh Bonello (BMS Brands) about the introduction of "Toys Down Under”, where Aussie Toy Companies join forces to make their mark in the US!
We hope you enjoy this edition of The Toy Universe!
Managing Director — Tony Bugg tony@buggsolutions.com.au
Editor & Designer — Matthew Bugg matt@buggsolutions.com.au
Published by Bugg Marketing Solutions info@buggsolutions.com.au PO BOX 491, Berwick VIC 3806
UPDATES FROM THE TOY UNIVERSE
EDITION 11
SEPTEMBER 2024
SASSI HAS DOUBLED ITS RANGE OF STICKERS AND ACTIVITIES BOOKS
Sassi has doubled its range of Stickers and Activities books to include 16 titles. Each activities book is themed and jam-packed with pages to colour, mazes to conquer, stickers to stick and exciting activities highlighting all the fantastic stuff to consider on theme has to offer. Thought provoking fun, each book comes with 60 stickers and more. Titles include the seasons, Christmas, Sport, Nature, Dinosaurs and more. Recommended for kids aged three to six years. These books complement their best-selling arts and craft pack counterparts available in standard and mega sizes. Available now with new titles landing end September 2024. WWW.AXISTOYS.COM
SONIC THE HEDGEHOG 3 TRAILER HAS BEEN RELEASED. NEW ADVENTURE. NEW RIVAL
Sonic the Hedgehog returns to the big screen this holiday season in his most thrilling adventure yet. Sonic, Knuckles, and Tails reunite against a powerful new adversary, Shadow, a mysterious villain with powers unlike anything they have faced before.
With their abilities outmatched in every way, Team Sonic must seek out an unlikely alliance in hopes of stopping Shadow and protecting the planet.
The all-star cast including Jim Carrey, Ben Schwartz, Idris Elba returns and Keanu Reeves joining the franchise as Shadow the Hedgehog.
BACKTOSCHOOL
BRAND SUPPLEMENT — READ ALL ABOUT THE WORLD OF EMMA MEMMA
Welcome to the World of Emma Memma! ARIA awardwinning children’s musical spectacular, Emma Memma, is an emerging entertainment and education brand focused on visual communication. Read all about the World of Emma Memma in this brand supplement which includes a brand overview, live touring update and brand partner contributions from: Caprice, Headstart, Rubies Deerfield, Penguin Random House, Jasnor, Pink Poppy, Bensons Trading and Vimwood. Read the full Emma Memma Brand Supplement at the link below:
READ EMMA MEMMA SUPPLEMENT HERE
TOYS DOWN UNDER
AUSSIE TOY COMPANIES JOIN FORCES
WE SPEAK TO BREA BRAND AND JOSH BONELLO
FEATURE INTERVIEW
TOYS DOWN UNDER!
In the lead up to the LA Fall Preview, The Toy Universe speaks to Brea Brand (Connetix Tiles) and Josh Bonello (BMS Brands) about the introduction of "Toys Down Under”, where Aussie Toy Companies join forces to make their mark in the US!
Hello Josh and Brea. Great to speak with you in the lead up to the LA Fall Preview. This year you are introducing "Toys Down Under”, which is a great initiative to highlight the great work that Australian Toy Companies are doing. How did this concept come about?
Josh: It was all Brea! I am just here to help the cause and pretend to look pretty!
Brea: It was a collective effort! The idea originated when CONNETIX secured the ground floor of the iconic 1960’s building, the space is amazing and we quickly realised there was potential for more brands to share this opportunity with us. Over the years working in the Australian toy industry, we’ve made some great connections and friendships with likeminded businesses, so we invited them to join us in the space. It’s truly remarkable to come together as five all-Aussie brands to proudly showcase our products and expand into the US toy market, particularly over the LA Fall Preview.
For us, it’s our first time participating in the LA Fall Preview and our team have worked hard planning and designing the space so that it ‘wows’ visitors.
It’s incredibly rewarding to see our vision for Toys Down Under come to life.
What is the primary focus of "Toys Down Under” and what is the goal for this initiative?
Josh: The primary focus of Toys Down Under is to collaborate with likeminded Australian toy companies that have their sights set on the US market. By sharing this vision, collaborating with other Aussie toy companies provides stronger shared resources, a bigger presence at the LA Preview. As well as a prime location.
There is a certain kind of positive atmosphere that is created when doing a collaboration such as Toys Down Under, because it reflects the essence of the Australian spirit. At the end of the day, we are all in it to achieve the same thing; build a solid international business with a primary focus on the US retail market.
“The primary focus of Toys Down Under is to collaborate with likeminded Australian toy companies that have their sights set on the US market.”
Josh
Bonello
JOSH BONELLO BMS BRANDS
The Australian toy industry is a tight knit community, and as such, bringing that community feeling to the US is really what Toys Down Under is about.
Brea: I couldn’t agree more. The Australian toy industry is a one-of-a-kind community, with a real sense of comradery and a strong culture of supporting one another. Although we are working independently in the space, we all share similar business visions of providing quality products that are fun and create a positive impact, and ultimately, our collective goal is to generate greater global exposure for our brands. Toys Down Under provides a unique opportunity for companies to grow their international presence and showcase their individual product offering, which otherwise might not have been possible without joining forces.
We’ve been incredibly fortunate that CONNETIX has been embraced all over the world. Our expansion in the USA has been something we have been working towards with our local and international team over the past few years. What better time to be kicking off than during the LA Fall Preview, for the Toys Down Under brands to really make our mark on the American market, and beyond!
Join The Toy Association in Los Angeles this fall and take part in the toy industry’s preview activity!
Members of the industry gather in LA in the fall to give buyers exclusive sneak peeks at what’s in store for 2025. Manufacturers will showcase their latest creations in showrooms across Los Angeles, El Segundo, Malibu, Culver City and surrounding areas.
The Toy Association is offering showroom space and networking opportunities for the industry at large at 2250 East Imperial Highway in El Segundo, in the heart of the “toy district.” This central location ensures easy access for all participants and provides toy companies in need of showroom space with a convenient forum to share long-lead lines during the important fall timeframe.
Largely a by-appointment marketplace, companies that rent space will have the opportunity to invite their contacts to private meetings, with The Toy Association inviting buyers to make appointments with all toy tenants during the dedicated market week taking place September 9 to 13, 2024.
September 2024
Market Week: Sept. 9-13
Los Angeles, CA
BREA BRAND CONNETIX TILES
Can you elaborate further on the Australian companies and toy brands that will be showcased at the event?
Josh: The group of companies that are a part of Toys Down Under include CONNETIX, My Creative Box, BMS Brands, Jellystone Designs and Good Idea Global.
Brea: Together, we have a great group of brands, all doing exciting things and bringing a unique passion to the toy and creative play space. The brands that will be showcased at Toys Down Under include:
CONNETIX offer high-quality magnetic tiles that are designed to inspire creativity and learning through open-ended play. The vibrant colours and innovative range of products invite the discovery of STEAM learning while nurturing children’s development as they create endless builds.
My Creative Box promotes hands-on learning and family connection through safe and non-toxic kids art supplies, fun and educational kids craft and activity boxes, sensory kits and mess free create-onthe go solutions to keep kids creative and learning anywhere, anytime.
BMS Brands have a dynamic portfolio of entertainment brands providing innovative and quality products that aim to educate and inspire children through creative play. Staying ahead of trends across a selection of outdoor toys, craft, construction, science kits and puzzles, to provide fun and enriching learning experiences for children.
Is "Toys Down Under” something that you want to expand upon in the future?
Brea: It’s heartwarming to receive so much buzz and excitement from everyone involved and it has been a fantastic experience to work with like-minded brands on this exciting new initiative. We can already see great potential for Toys Down Under and look forward to exploring more opportunities to support Australian businesses!
Jellystone Designs empowers purposeful play through safe, sensory-rich experiences. They design and create toys and accessories that bring joy, comfort and calm to babies and children.
Good Idea are excited to be showing for the first time as part of Toys Down Under. The company are presenting a range of items in the Kids Craft, Educational and Adult Craft space and pride themselves on being nimble, innovative and will build meaningful programs with retailers.
LEGO Australia Inspires the Space Generation to Look to the Stars
A new study from LEGO Australia finds that 70% of children want to travel to space.
The LEGO Group is harnessing children's creativity and imagination to show what may await us in space in the not-too-distant future. A new study from The LEGO Group finds that 87 per cent of Australian kids are interested in finding new planets, stars and galaxies.
To show that space can inspire out of this world creativity, LEGO Australia built a well-known subject of intrigue and mystery often associated with space, a crop circle. The crop circle, set up by LEGO Australia in Narromine NSW, resulted in over 700 pieces of coverage, reaching a potential audience of over 60 million.
The massive crop circle spanned 50 metres in diameter, and was large enough that it could be seen from the sky. Those with a keen eye could discern that the design draws inspiration from the iconic LEGO® Minifigure, with the classic hand and head forming part of the pattern.
Recognising the importance of nurturing children’s passion for space, LEGO Australia partnered with the Australian Space Agency. As part of this collaboration, the first Astronaut trained under the Australian flag and Australian Space Agency team member, Katherine Bennell-Pegg joined LEGO Australia in its mission to inspire kids.
“It’s an honour representing Australia as the first astronaut under our flag and to be working with LEGO Australia to encourage The Space Generation to explore the universe!” said Bennell-Pegg.
Troy Taylor, Vice President & General Manager, Australia & New Zealand at The LEGO Group said: “We are thrilled at the opportunity to nurture the Space Generation’s curious attitudes toward space, broadening their horizons to embrace the potential that lies beyond our planet. Building on our research, we take great pride in revealing our pioneering collaboration with the Australian Space Agency, and the incredible Katherine Bennell-Pegg.
www.allbrandstoys.com
Theatrix Magic Stuff Joins Forces with All Brands Toys to Continue Distribution of Classic Magic Tricks
Theatrix Magic Stuff, a beloved name in the world of magic tricks and illusions, is excited to announce that its iconic range of magic products has been officially acquired by All Brands Toys.
Theatrix Magic Stuff, a beloved name in the world of magic tricks and illusions, is excited to announce that its iconic range of magic products has been officially acquired by All Brands Toys. This strategic partnership will ensure that Theatrix’s classic best-selling magic tricks continue to be available to enthusiasts and customers through All Brands Toys' extensive distribution network.
With a shared commitment to quality and customer satisfaction, Theatrix Magic Stuff and All Brands Toys will work closely together to maintain the availability of these timeless magic products. Both companies are dedicated to upholding the legacy of Theatrix’s beloved magic tricks while exploring new opportunities to bring the wonder of magic to even more fans around the Country.
"We are thrilled to collaborate with All Brands Toys, a company that shares our passion for magic and excellence," said Marc Benjamin, Managing Director at Theatrix Magic Stuff. "This partnership ensures that our best-selling magic tricks will continue to delight audiences of all ages, and we look forward to a successful collaboration."
Customers can expect the same high-quality magic products they know and love, now with the enhanced support and reach of All Brands Toys. Stay tuned for exciting updates as we continue to bring the magic to life!
For more information contact All Brands Toys:
07 3287 1000
salessupport@allbrandstoys.com www.allbrandstoys.com
MARKET
MOOSE TOYS
TILE TOWN, MR BEAST LAB, BLUEY AND MORE www.moosetoys.com
MOOSE TOYS
Moose Toys Unveils Exciting Back-Half Line-Up: Tile Town, MrBeast Lab, Bluey and More
Moose Toys is set to redefine play yet again with an array of exciting new releases in the second half of 2024, promising to captivate children and families across Australia. From the imaginative world of Bluey to the playful antics of Despicable Me, Moose Toys is delivering a lineup that combines creativity and innovation that will spread Superhappy across the country.
Here’s a closer look at what’s in store from this dynamic toy powerhouse.
TILE TOWN: A NEW DIMENSION IN MAGNETIC PLAY
Prepare for a groundbreaking adventure with Tile Town, launching in Australia this September at Big W and major toy retailers. This pioneering line is set to revolutionise the landscape with a unique new take on magnetic tiles, bringing movement and interactive features through ACTION TILES, that add a thrilling dimension to play.
Tile Town’s debut collection includes the highly anticipated Fire Station and Pet Clinic sets, along with exciting themes from Bluey and Jurassic World. Tile Town’s magnetic tiles are also compatible with other leading brands, enhancing the play experience, offering endless possibilities for imaginative building.
MRBEAST LAB: A FRONTIER OF PLAY INNOVATION
Moose Toys is also making waves with the brand new MrBeast Lab range, which hit Australian retailers in August. This exciting new line, created in partnership with leading YouTuber and content creator MrBeast, includes a range of collectables, Swarms; Stretchy figures; and a range of action figures called Mutators. The collection will include further drop throughout the year, including Vinyl and Collector Figures in September and the Cryo Lab in October.
For all the latest Moose news and releases, visit: www.moosetoys.com
BLUEY:
PLAYSETS AND PLUSH PERFECTION
Moose Toys is elevating the beloved Bluey brand with a fresh and engaging collection that aligns with the TV series’ ‘Family Trip’ theme. Fans will be thrilled by the new 3-in-1 Transforming Plane Playset, that converts effortlessly into an airplane, boat, and even a holiday beach resort, providing a multifaceted play experience that mirrors the adventurous spirit of the show.
The Bluey lineup also expands with other delightful new plush and figurine additions, including the Unicorse Hand Pupper, ‘Fishing Grandad,’ ‘Holiday Mode Heelers,’ and ‘Bobo’ the car.
Additional highlights include the ‘Sleepy Time Talking Bluey’ and the ‘Celebration Heeler Home Playset,’ which offer fresh, engaging ways for kids to explore Bluey’s world.
DESPICABLE ME 4: MINION MISCHIEF
CONTINUES
For fans of Despicable Me, Moose Toys is bringing the laughs with the new Despicable Me 4 Ultimate Fart Blaster. This hilarious gadget, that is already flying off the shelves around the world, is modeled on the zany inventions featured in the film, is sure to be a hit among children and Minion enthusiasts. The Ultimate Fart Blaster captures the playful essence of the Minions' antics, promising hours of fun and giggles for kids who love the mischievous charm of Gru’s iconic crew.
MORE INNOVATION TO COME!
Along with the incredible line up for Moose this year, there is more innovation in the pipeline into 2025 including as master toy partner for Aussie creators, The Amazing Digital Circus.
Paul Solomon, CEO at Moose Toys said: “We are drawn to creators who are pushing the boundaries of innovation to partner with on new, game-changing toy brands. The Amazing Digital Circus series has amassed hundreds of millions of views since launch, showing that people are looking for something new and fresh.
“We knew that the quirky characters, story, animation style and colour palette was a perfect match for Moose to co-create a toy line that brings the series from digital into the real world, and we look forward to bringing another Australian success story to the rest of the world.”
www.verbatim.com.au
Unlock the World of Minecraft with Limited Edition USB Drives
Minecraft, the iconic sandbox game that has captured the imagination of millions worldwide, continues to build its legacy with an exciting new line of limited edition USB drives, now available exclusively in Australia.
As one of the most influential and popular video games ever created, Minecraft boasts a staggering player base, with over 200 million copies sold across various platforms and more than 140 million active monthly users. This remarkable success story underscores the game's timeless appeal and widespread popularity, which only promises to grow with upcoming events, including the highly anticipated 2025 theatrical movie release.
To celebrate the enduring charm of Minecraft, data storage experts - Verbatim, have introduced a range of five limited edition USB drives, each crafted with the same love and attention to detail that Minecraft enthusiasts have come to expect. These USB drives feature beloved characters from the game: Steve, Alex, Enderman, Creeper, and Zombie. Each drive is a true tribute to the pixelated world of Minecraft, designed in a unique 3D blocky style that mirrors the game's signature aesthetic. The soft rubber finish adds a tactile element, making these drives as enjoyable to hold as they are to use. The removable cap ensures that your data is securely stored while adding a fun, collectible aspect to each drive.
With a 32GB capacity, these USB drives provide ample space for storing your essential files, game saves, or any other digital treasures you wish to keep close at hand. Whether you're gifting them to fellow Minecraft fans or adding them to your personal collection, these drives are the perfect blend of function and fandom. Their collectible nature, combined with their practical use, makes them an ideal choice for those who want to carry a piece of the Minecraft universe with them wherever they go.
In addition to their unique design and functionality, these limited edition USB drives come at a time when Minecraft's presence is set to grow even further. The upcoming 2025 theatrical movie release promises to bring fresh excitement to the Minecraft brand, capturing the attention of both long-time fans and newcomers. This film adaptation is expected to generate renewed interest and buzz around Minecraft, ensuring that the brand remains a cultural phenomenon over the next year and beyond.
The Minecraft USB range is currently available from Kmart stores Australiawide, offering a convenient option for local fans to secure their own piece of Minecraft memorabilia. Manufactured and distributed by Verbatim, the USB drives come with the reassurance of quality and reliability that Verbatim products are renowned for. Verbatim is currently actively seeking additional retailers and stockists in Australia. By expanding their range of distribution, they hope to make these limited edition drives available to fans everywhere, allowing more people to celebrate their love for Minecraft with these unique and collectible items.
The limited edition Minecraft USB drives are more than just a storage solution — they are a celebration of one of the most beloved video games of all time. With their distinctive design, practical capacity, and collectible value, they are sure to delight Minecraft fans young and old. As the excitement builds with the approach of the 2025 movie release, these USB drives offer a perfect way to be part of the Minecraft phenomenon and show off your fandom in style.
For more information and stockist enquiries, contact Verbatim: (03) 9790 8999 or info@verbatim.com.au
Introducing the Minecraft USB Collection – 5 x Limited Edition 32GB USB Drives featuring your favourite Minecraft characters in unique 3D designs: Alex, Steve, Creeper, Zombie and Enderman. Whether you’re a die-hard fan or a dedicated collector, these USB drives are a must-have addition to your Minecraft world. Dive into the adventure today with Verbatim’s Limited Edition Minecraft USB drives! Explore the world of Minecraft USB Drives – available now. Items sold separately.
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THE AUSTRALIAN TOY ASSOCIATION
BY ALICE SANDERSON — EXECUTIVE MANAGER www.austoy.com.au
The Australian Toy Association
Established in 1983, the Australian Toy Association (ATA) is a not-for-profit Organisation dedicated to providing information and services that enhance the performance of its industry sectors as they meet the evolving needs of consumers at individual, national, and global levels.
We are now well into the second half of 2024, and two of the industry's peak selling periods are just around the corner. This also signals the ramp-up of ATA’s Hottest Toys for Christmas PR activities. Launched in 2022, this event gives members a chance to showcase their products on TV, social media, and radio, providing greater exposure to families across Australia and helping them find fun, innovative, and educational gifts for their children this Christmas.
In parallel, our preparations for the 2025 Toy Hobby and Licensing Fair, scheduled for March 2nd to 5th at the Melbourne Convention & Exhibition Centre, are also gaining momentum. With over 100 exhibitors already confirmed, including big names like LEGO, Moose, Modern Brands, Connetix, and Jazwares, this event promises to be another sell-out. If you haven’t yet secured your stand, be sure to do so soon before spaces run out.
If you’re considering attending, keep an eye on our social media channels for the latest news and updates, including exciting announcements about who will be there.
The Fair will feature the Gala Dinner, the 25-Year Club networking event, the Women in Toys, Licensing and Entertainment event (which is open to all), and the Exhibitor Toy Bar, ensuring a packed schedule of fun and excitement. As we always say, if you're in the toy and licensing business, the Fair is a must-attend event.
The ATA office will be relocating soon. We’ll provide more details shortly, but please note that there may be a brief interruption in service for a day or two in late October as we transition to our new home.
Alice Sanderson
The Fair also marks the announcement of the Rising Star award, and we’ve just opened nominations for 2025. Remember, you don’t need to be an ATA member to nominate yourself or someone from your business. Recognising up-and-coming talent is as vital to the ATA as celebrating outstanding products and licenses. It's the people and their creativity that keep our industry vibrant with innovation and energy.
On the topic of nurturing talent, we’re excited to announce the upcoming launch of our new Mentor/Mentee program. This exclusive member-only opportunity will be available soon, so stay tuned for more information or reach out if you’re interested in participating as a Mentor or Mentee.
Here’s what Josh Bonello, ATA’s 2024 Rising Star, had to say about the program: "The mentor program has been a truly serendipitous experience as it has helped me to understand my own challenges and strengths through simple conversations I share with my mentor. I have been fortunate to have been matched with a Mentor who not only has a wealth of industry experience but is like minded in that he wants nothing but the best for everyone around him. I believe my Mentor's sage advice and experience has contributed a lot in helping me crystallise my vision for the future.”
Lastly, the ATA office will be relocating soon. We’ll provide more details shortly, but please note that there may be a brief interruption in service for a day or two in late October as we transition to our new home.
For more information visit our website: www.austoy.com.au
GOOD IDEA GLOBAL
GLOBAL TOY COMPANY
www.goodideaglobal.com
Introducing Good Idea Global
The newly formed Good Idea Global team has a combined total of 50 years in the toy industry. Co-Founders Luke Eddy, James Hunter and Audrey Hunter have partnered together to develop and manufacture toys with a view to selling globally.
The trio bring a wealth of knowledge and experience to the table along with a passion for the industry. James grew up in the industry (literally from birth) with his late father Jeff Hunter recently inducted in the Australian Toy Association Hall of Fame.
“I think of my dad every day, he lived by the mantra to always ‘have a go’ and I will certainly carry that with me in this new venture. I know he is riding with me and I am grateful for his wisdom, knowledge and global network which he has left with me” said James.
Audrey was born and raised in California and was VP of Product Development for Funrise Toys before moving to Melbourne and driving the International expansion of Hunter Products. Audrey then headed up the Product Development team at Toy Monster again helping to expand the firm Globally. Her American background and market knowledge will be critical for the fast growth of the startup company.
Luke cut his teeth as a commercial lawyer before transitioning across to the world of fashion, where he spent 10 years heading up the Asian Headquarters for an Australian fashion business in Hangzhou, China.
Upon returning home to Australia, Luke moved across to the toy industry, where he was appointed to the role of head of product at the ASX listed Funtastic. After 4 years, he pivoted to a role in a private equity firm for 1 year, but the fun of the toy industry lured him back, leading to a move to ToyMonster International as the global head of sourcing. Here he became a market leader in the impulse space, building brands that were sold into the largest toy retailers in over 50 countries.
“It is an industry we love due to its fast pace. We love watching new trends emerge and we will embrace new ways to market product. We are looking forward to building and developing meaningful programs with retailers” said Audrey Hunter President — Product Development.
The company will pride itself on being nimble, and listening to the needs of the customer. With the challenges of the global economy, Good Idea has the ability to work lean and hit sharp price points. “We will look to provide value and deliver healthy margin to retailers in everything we do” said Luke Eddy President of Sourcing.
The trio have previously delivered and catered retail programs globally and with their experience and forward thinking innovation they are destined for big things. In a recent development, Good Idea has been appointed as Global Sales representative for locally based Hunter Leisure and will be showing a line of product in Los Angeles at the upcoming Fall Toy Previews in September in the 1960 E Grand Ave building.
To learn more contact Good Idea Global www.goodideaglobal.com
LEFT TO RIGHT: JAMES HUNTER, AUDREY HUNTER AND LUKE EDDY
STORIES FROM GG'S TOY BOX
BY GRAHAME GRASSBY
MAL THE INFLATOR
Stories From GG's Toy Box
MAL THE INFLATOR
By the middle of 1996 the Bananas in Pyjamas consumer product range was well and truly launched with books, videos & CDs, clothes & accessories, wooden toys, melamine, greeting cards and backpacks all in the marketplace and selling like crazy.
We were having great sales success across all these categories but with one major exception; there was still no Bananas in Pyjamas plush toy available.
The Australian toy licensee for Bananas in Pyjamas toys including plush toys was Playcorp and as hard as their toy designer and factory in China tried, they just could not get the design of the plush toy right.
Over and over again a plush toy prototype went back and forth from the ABC in Sydney, to Playcorp in Melbourne, to the factory in China and back again with increasing frustration that the plush toy was not close to being right and therefore not getting sign-off approval from ABC Children’s TV.
And then, out of the blue, one day into our offices walked Mal Fraser-Clay.
Mal was pitching to the ABC the idea of an inflatable Bananas in Pyjamas toy and given the problems that Playcorp was having developing a plush toy, I was dubious that a walk-in start-up company would have any more success making inflatable B1 & B2 toys.
I instructed Merryl Mills, our licensing manager, to say no to Mal, to tell him that we were doing him a favour by not having him go through an approval hell, but Mal would not take no for an answer, he said that he was going to make a prototype at his own risk to demonstrate that he could produce an inflatable Bananas in Pyjamas toy and, on this basis, we let Mal proceed.
And Mal delivered in spades.
Mal’s inflatable Banana was approved for manufacture on its second submission to the ABC for approval and by Xmas that
year Australian pools and bedrooms were awash with inflatable Bananas in Pyjamas toys and swimming flotation devices.
And this was not the end of the story but rather just the beginning because Mal became an essential element in the success of Bananas in Pyjamas in Australia and around the world.
Mal built the giant inflatable Banana:
And Mal proceeded to inflate his giant Banana wherever and whenever we wanted.
Mal was always there with his generator and ready to inflate.
MERRYL MILLS, GRAHAME GRASSBY, B1 & B2 MEET THE BIG BANANA
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