LOOKING AHEAD TO CHRISTMAS FROM THE EDITOR
There has been a lot happening across the toy and hobby industry as we head into Q4 of 2024 and the all important Christmas period. There seems to be some buoyancy returning to the industry and there is hope that the Christmas period will see a renewed positive trend as we head into 2025 and look forward to the much anticipated rate cuts that have been in the news for months.
Nominations for the ATA 2025 Rising Star Award are now open to all sectors of the industry, including both member and nonmember companies. Nominees must be 35 years old or younger and have accumulated a maximum of 10 years of experience in the industry. The deadline for submissions is December 13th, 2024 with the four finalists to be announced in February 2025 and the winner to be announced at the Toy Fair Gala Dinner on Sunday 2nd March. Visit the ATA website to submit a nomination.
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
In other news, the Australian Toy Association have relocated their office to Suite 4.02, Level 4, 22 Albert Road, South Melbourne 3205. Their postal address remains the same.
On the events front, the Products of Change Conference (formerly the Sustainability in Licensing Conference) is now in its fifth year and will take place on November 6th at The Royal Geographical Society in London. The Products of Change Conference connects retailers, brand owners, and product manufacturers to discuss topics such as innovation, sustainability insights, and critical leadership discussions.
Looking into this edition of The Toy Universe magazine you will find some exciting feature interviews with Joanne from Kaiko Fidgets, Mary Couzin and Greg Ahearn from The Toy Association and Steve (Barney) McAuliffe from BCM Trading.
You will also find Market Wrap updates from LEGO Australia and their new partnership with Formula One and from Moose Toys about XOX Kweenies — the New ‘Kween’ of Collectibles!
This edition includes news from The Toy Universe, columns from Grahame Grassby and John Baulch, an update from Alice Sanderson from the Australian Toy Association and press releases from The Brand Licensing Group and The Toy Association.
Finally we have a feature article by Raphael Guimarães from Crunchyroll who looks at Anime & Crunchyroll — The Licensing Boom in the Australian Market.
We hope you enjoy this edition of The Toy Universe!
CLARIS, THE CHICEST MOUSE IN PARIS, IS BACK WITH A NEW BOOK!
Acclaimed fashion artist and best-selling Melbourne-based author Megan Hess recently launched another book in the Claris the Mouse story series, titled ‘Magnificent Mess’. With beautiful rhyming riddles and detailed illustrations, in the eighth book of the Claris series, set once again, in Paris, Claris the Mouse upgrades to a brand-new workspace at the top of the Eiffel Tower to assist her friends with their creative fashion requests.
READ MORE
INTRODUCING CUTIE POPS
THE MUST-HAVE COLLECTIBLE FOR SUMMER 2024
As the toy industry prepares for a vibrant summer season, a standout new product is poised to capture the attention of young consumers! Cutie Pops is an innovative line of mini collectible keychain plushies set to be the must-have item of the summer, offering retailers a fresh opportunity to meet the growing demand for creative and customizable children's toys.
READ MORE
AXIS TOYS RELEASES NEW STEIFF SOFT CUDDLIES FOR CHRISTMAS
Axis Toys & Gifts expands its festive cuddly toy offering with a new Christmas collection from Margarete Steiff. This cute range includes four pieces made from the softest plush featuring a Saint Nicholas red hat with white plush trim. Each piece has been created to provide an accessible and high quality collectible piece to Steiff’s younger audience and features the famous Steiff “Button in Ear” stainless steel button and is machine washable. Available in Jimmy Teddy Bear – 30 cm, Gilda Goose – 26 cm, Ben pendant keyring – 12 cm and Snuffy the Dog – 27 cm. In stock from early November 2024.
GET READY FOR A SCARE WITH THE THIRD SERIES OF DEDDY BEARS!
The fan-favourite Deddy Bears are back with a haunting new release featuring six brand-new plush characters, each with their own unique backstory and creepy-cute personalities! Building on the massive success of Series 1 and 2, this latest collection has a whole new theme, and colour scheme to make collectors scream!
Featuring exciting twists to capture the imagination of both new and returning fans, meet the latest characters in the phantom toy realm: Dr. Beargrave, Skidmark, Gutsybear, Dripps, Doodlebear and Bulgebear! READ
FEATURE INTERVIEW
KAIKO FIDGETS
WITH JOANNE SEYMON - CO-FOUNDER
www.kaikofidgets.com
FEATURE INTERVIEW
Kaiko Fidgets
JOANNE JOINS THE TOY UNIVERSE TO DISCUSS HER UNIQUE JOURNEY AND THE INNOVATIVE PRODUCTS SHE’S CREATED WITH HER AUTISTIC AND DYSLEXIC SON, KAI.
Kaiko Fidgets, a Melbourne-based company, offers a range of discreet sensory tools designed to assist with mental health, anxiety, and focus for both adults and children. The company’s story began when Kai, at age 11, started making fidgets for himself, recognizing a gap in the market for suitable options.
Working alongside his mother, Joanne Seymon, an occupational therapist, Kai has developed a wide range of fidgets to cater to various needs. We’ll delve into the inspiration behind Kaiko Fidgets, the challenges and triumphs they’ve faced, and the positive impact these fidgets have had on individuals struggling with mental health and sensory issues.
Thank you for speaking with us Joanne. To begin, what inspired Kai to create Kaiko Fidgets, and how did his personal experiences shape the product designs?
Our son Kai, who is autistic and dyslexic, experienced bullying for using sensory supports in school. To help him find more suitable options, we collaborated on creating metal fidgets. Despite initial challenges, Kai's creations were well-received by his peers, sparking his passion for fidget design. With my background as an occupational therapist, we expanded the range to meet diverse sensory needs, focusing on discreet tools for teens and adults. This journey has led to over seven years of innovation and growth.
How do Kaiko Fidgets cater to the specific sensory needs of both children and adults?
While our fidgets are suitable for all ages, we specifically focus on teens and adults. Our unique designs, materials, and broad range make us the leading provider of sensory tools for this age group. As a familyfounded business, we prioritise
innovation based on needs, rather than being constrained by large organisational processes. Our focus on function and meeting sensory needs outweighs commercial viability, allowing us to be agile and creative in product development without compromising quality or speed.
Kaiko Fidgets are designed to encourage, embrace, and support individuals of all ages in living their best lives. We provide sensory supports for everyday moments of overwhelm, stress, and dysregulation. We are committed to continuously evolving our products and collaborating with our customer community to address a broad range of sensory needs.
We specialise in addressing hidden needs, such as safe alternatives for non-suicidal self-harm like picking, hair twirling, and cutting. Our partnership with customers has led to the creation of several co-designed products, including the "Isla" fidget bookmark. Witnessing our customers' ideas come to life is incredibly rewarding.
With a firm focus on discreet sensory tools for teens and adults we have been proudly innovating for over seven years!
Can you explain the process behind selecting and designing the products in the Kaiko Fidgets range and how does the team ensure that they meet a broad spectrum of sensory needs across the market?
Our innovative approach is simple: we start with a need. This allows us to create unique sensory tools that go beyond the ordinary. We embrace a flexible and creative process, prioritising collaboration and feedback over rigid procedures. Our neurodivergent, left-of-centre approach enables us to explore various options, test prototypes, and refine designs.
We use high-quality materials and continuously seek feedback on factors like feel, weight, colour, texture, and sensory experience. This ensures our products are both appealing and effective. We're also dedicated to ongoing improvement, incorporating customer feedback to enhance our products.
PHOTO ABOVE: BACK LEFT IS KOBI SEYMON, BROTHER AND THE “KO” OF KAIKO. BACK RIGHT IS MICHAEL SEYMON, DAD & CO FOUNDER. FRONT LEFT IS JOANNE SEYMON, MUM & CO FOUNDER. FRONT RIGHT IS KAI SEYMON “KAI” OF KAIKO, FOUNDER.
What is the significance of Kaiko Fidgets being discreet and quiet, and why is this important for individuals with anxiety or sensory sensitivities?
For people of all ages, having fidgets that are discreet and unobtrusive is crucial for comfortable daily use. When a fidget tool can be used in various settings without drawing attention, it's readily available in moments of need. Anxiety and stress can trigger a surge of cortisol and adrenaline, hindering cognitive function. Engaging in movement, such as fidgeting, can help to reduce these stress hormones and thus allowing the brain to focus. This is why fidgets, whether wearable or handheld, can be valuable tools for individuals of all ages.
And what are some of the most popular Kaiko products for managing anxiety?
Given the diversity of sensory preferences, we offer a wide range of fidgets to suit individual needs. Our best-selling Works Fidget Kit includes seven metal fidgets, providing options for exploration and preference discovery. Each fidget is discreet, quiet, and age-appropriate. Individual fidgets from the kit are also available for purchase.
Another popular choice is our Kaiko Fidget Hand Rollers, offered in various sizes, textures, colours, and weights. These versatile tools combine weight with fidgeting, providing a calming and repetitive sensory experience.
Engaging in movement, such as fidgeting, can help reduce these stress hormones, allowing the brain to focus. This is why fidgets, whether wearable or handheld, can be valuable tools for individuals of all ages.
What types of sensory inputs do Kaiko Fidgets provide?
Our fidgets offer a variety of sensory experiences, including soft and squishy textures, spiky sensations, and repetitive movements. We also have tools that are cold, rough, or rolling, catering to different sensory preferences. Some fidgets require skill development, while others are designed for easy use. Our range supports both hand function and regulation, offering options in colour, texture, sound, and weight. We believe in the importance of variety, as even small differences can significantly impact sensory support. This approach differs from many businesses, which often advise minimising product ranges. While we appreciate this approach, we choose to prioritise offering a diverse selection of options.
How does Kaiko ensure that their products are both stylish and functional, particularly for teenagers and adults who may find traditional fidget tools noisy or embarrassing?
We build many of our range from ground up, in consultation with our community. We are not simply repurposing toys to be sensory tools. We build ground up -often designing or modifying in house in response to specific, identified needs and preferences. Colour, texture, weight, style, function and need are all heavily considered as part of the design, selection, development process. Most Importantly we don’t ASSUME to know what is needed, we listen, we ask and we test. We also continue to listen & that then informs product evolution and new innovation.
Can you explain the role as Kai’s mother, & as a trained Occupational Therapist in the development of the fidgets and the company's mission?
A combination of my clinical O.T. background, as well as lived experience, both as a mother to two neurodivergent boys, as well as being a late diagnosed autistic and ADHD adult myself, has very much shaped my practical problem solving, passion for meeting needs in a functional way, and enabled me to unpack the sensory needs of others.
What makes Kaiko’s spikey range unique, and how do these fidgets aid in harm minimisation and emotional regulation?
We understand that discussing certain needs can be uncomfortable, but we believe it's essential. For many, high sensory input or pain can be a valuable tool for regulation and grounding. Unfortunately, this often leads to unsafe practices that can result in shame, injury, or self-harm. Our Spikey range offers safe alternatives that validate these genuine sensory needs and provide tools that can be used anywhere to provide safe 'ouch'.
The Spikey range includes finger spikeys, wrist spikeys, and our newest product, the Spikeyring. The Spikeyring, a dual-purpose tool for picking support and safe "ouch" input, took two years to develop to ensure the right level of stimulation. Despite its simple design, the Spikeyring reflects extensive thought and consideration.
By openly discussing these needs and providing safe tools, we aim to help individuals be kinder to themselves and validate their need for strong sensory input.
By openly discussing these needs and providing safe tools, we aim to help individuals be kinder to themselves and validate their need for strong sensory input.
How does Kaiko Fidgets engage with customers and the community to understand their sensory needs and develop new products?
In addition to daily listening to customer questions, requests & feedback we also work with our broad range of stockists as well as organisations, such as Head Space, ambulance services, hospital networks, education & clinical teams, as well as other community groups to inform and shape our range.
Finally, for retailers who would like to get in touch with you about ranging your products, where can they contact the team at Kaiko?
We are very much happy to assist in curating a range based on your customer demographic and their needs. We are also happy to Zoom into team training sessions to show our range, understand function and how best to demonstrate.
At the top of our home page we have a wholesale enquiry link or you are welcome to email me directly to get in touch!
Website: www.kaikofidgets.com
Email: jo@kaikofidgets.com
LEGO AUSTRALIA
THE LEGO GROUP X FORMULA 1 www.lego.com
The LEGO Group and Formula 1® To Go Full Throttle On New Brand Partnership
The partnership will bring together the worlds of LEGO® building and F1 fandom to make the sport more accessible to families around the world, promoting innovation, technology and engineering, as well as stronger inclusion & representation.
The partnership will launch in 2025, with fan zone activations at Grands Prix and a host of engaging content across the LEGO Group’s digital platforms for fans and families to enjoy, as data shows that in recent years, F1 has seen a huge surge in growth with younger fans – with more than four million children aged 8–12 now actively following the sport across the EU and US, while 40% of followers on Instagram are now under 25 years old.
A diverse portfolio of new LEGO products will see the Formula 1 teams recreated in LEGO brick form for F1 fans and LEGO builders. This will include products from LEGO® DUPLO® for pre-school children, and sets for kids of all ages, as well as teenagers and adult builders.
Activities to come in 2025 will include a focus on bringing fans closer to the worlds of innovation, technology and engineering through the fun of LEGO building, with interactive fan zone activities throughout the season for fans to experience, and products that celebrate the sport’s engineering and technical heritage.
Julia Goldin, Chief Product & Marketing Officer, the LEGO Group, said: “At the LEGO Group, we have a proud history of having recreated many F1 cars in LEGO brick form in the past, and we believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans. It will enable them to celebrate their passion of the sport in more immersive and exciting ways and will see the power of LEGO creativity and imagination further enhance the thrill of F1. We look forward to unveiling all that this exciting partnership has to offer to both lifelong and new Formula 1 and LEGO brand fans alike, at home and on track.”
For the upcoming 75th anniversary of the FIA Formula 1 World Championship, the LEGO Group will have presence at key races throughout the 2025 calendar, to bring play into the F1 Paddock like never before.
MARKET WRAP
MOOSE TOYS
All Hail XOX Kweenies the New ‘Kween’ of Collectibles
XOX Kweenies from Moose Toys is the newest “crowning” achievement in collectibles with a Kweenie for every queen. This uniquely inclusive range is all about self-expression, boasting 26 personality-filled characters across two teams, Team Fearless and Team Quirky. Notable for their elevated aesthetic and finishes, like high gloss metallic or flocking, as well as fun fills from liquid to rattling beads, these premium, weighted vinyl figurines are creating quite a buzz and lots of demand.
“Moose is regarded in the toy industry for its prowess in collectibles and being adept at capitalizing on a trend while in its infancy. XOX Kweenies was created in response to the rapid rise in the popularity of unboxing collectibles amongst older girls and collector communities around the globe.
The enthusiasm for Kweenies has been nothing short of phenomenal,” said Stephanie Haggerty, VP, Global Marketing — Girls and Youth Electronics for Moose Toys. “In its first weeks of availability in the US, Kweenies flew off shelves at an incredible rate for a new item and shows no signs of slowing down as we head into the all-important holiday season.”
Celebrating each Kween’s’ uniqueness and bringing high end collectibles to a wider audience, Kweenies fans can be found in what has been a traditional group for dolls: 8–10-year-old girls – and secondarily Gen Z, Kidults/Millennial mums who embrace how Kweenies “get them.”
Fun and fierce, among the Fearless Kweens collection are Kween of Heartbreakers with a pink Cupid’s arrow and heart-shaped hair accessory, and the bubble-gum popping rare Kween of High School. In the Quirky collection, find the soft-textured, pastel coloured Kween of Plushies and a snoozing purple feline, Kween of Cat Naps. Each single pack Kweenie includes a premium vinyl figurine, a clear stackable display case and a holographic collector card with a peek into the Kweenie’s personality. Within both teams there are “secret feature” Kweenies, as well as one limited edition Kweenie per team, with only 1,000 figures made for collectors to chase. Search
for scary movie-watching Fearless Kween of Spooky Night with a popcorn bag that doubles as a projector with a tiny image of ghosts, and Quirky Kweenie of the Universe in a personal spaceship that lights up.
There also are two scaled-up Kweenies with big personalities — candy-inspired Kween of Suga and Kween of Rawr in a dinosaur costume. These two Kweenies are 250 percent the size of the regular figurines and are fully articulated with unique fills and finishes.
This incredible collectible will hit Australian shores December 2024. With so much genuine enthusiasm for the brand, XOX Kweenies already has fans cheering, “All hail the new Kweens!”
www.moosetoys.com
THE AUSTRALIAN TOY ASSOCIATION
BY ALICE SANDERSON — EXECUTIVE MANAGER www.austoy.com.au
The Australian Toy Association
With only a couple of months left until Christmas, the retail season is beginning to pick up as families start purchasing stocking fillers. Recently, the ATA hosted its annual Hottest Toys for Christmas event, featuring around 300 products from member companies, all on display for kids to pick their favorites for under the tree. (See photos on right page!)
This members-only event received substantial media attention, attracting influencers, their children, major news channels, and Sunrise. The full list of products and their purchase locations will remain on the ATA website through December 25. This complimentary benefit for members provided over $500,000 in media coverage value, reaching nearly 4 million households nationwide.
In November, the ATA will hold its Annual General Meeting to report on the past financial year and announce the new Board. If you're a current member and haven’t yet cast your vote, you have until COB on November 6. For details, contact our office at admin@austoy.com.au
Plans for Toy Fair in March are progressing well, and exhibit space is nearly sold out. If you’re looking to showcase your products, now’s the time to secure a spot. Sponsorship opportunities are also available to put your brand in front of over 5,000 exhibitors, buyers, and visitors.
This year’s fair will include all our signature events: the Gala Dinner on Sunday, the 25-Year Club on Monday, and the newly scheduled Women in Toys breakfast on Tuesday morning.
Based on feedback, we've moved this inspiring event to a morning slot, and it’s open to everyone—men are encouraged to attend and hear the remarkable stories from industryleading women.
For exhibitors, entries for product awards will open soon, so keep an eye out for the announcement. Full award details are available on our website at:
www.austoy.com.au/toy-fair/ata-awards/
Don’t forget about our Rising Star Award, open to any young professional in the industry—member or nonmember, exhibitor or not. Nominees need to be 35 or younger with less than 10 years of experience in the field.
With so much happening in the lead-up to the holiday season and the New Year, we’re excited to keep supporting our members and the wider toy community as we highlight the very best in our industry. From helping families choose the hottest toys for Christmas to offering exciting opportunities at Toy Fair, the ATA remains dedicated to fostering innovation and connection.
We look forward to closing the year with a successful Christmas period for the industry and welcoming 2025 with fresh initiatives that continue to uplift and showcase our vibrant industry. For exhibitors, entries for product awards will open soon, so keep an eye out for the announcement.
— Alice Sanderson
For more information visit our website: www.austoy.com.au
WE SPEAK TO MARY COUZIN AND GREG AHEARN www.toyassociation.org
The Toy Association
The Toy Association™ has announced that People of Play™ (POP) and its assets will be merging into the Association and that Mary Couzin will be joining the senior leadership team at the Association. The Toy Universe speaks to Mary (Founder of People of Play) and Greg Ahearn (President and CEO of The Toy Association) about this new partnership!
How do you envision your role within The Toy Association, and what initiatives are you most excited to guide?
Mary: One of the most attractive aspects of The Toy Association's proposal was that all our brands, initiatives, and events stay intact. They are a separate division of The Toy Association, and I am still leading them. The Association encouraged me to "just continue being Mary,” and that is what I am doing! Legacy plays a role, and it is important to me that the attendees of our events continue to be served in the same capacity as years past.
Reflecting on your journey since founding People of Play, how do you feel your experience in the industry over the past 20 years will assist you in your new position at The Toy Association?
I started as a toy and game inventor in the industry, which evolved organically into an inventor of events and initiatives to serve the people and industry that I love. I think about events differently and bring that to the table, and that will never change. Now, with The Toy Association’s support, we can grow and expand even further.
What unique features of the Chicago Toy and Game Fair do you believe make it an essential event for toy enthusiasts?
Chicago Toy & Game Fair (CHITAG) is the only and largest toy and game fair serving families. It is a tough audience to build and takes time. But once you have them, they are very loyal. Many of our attendees are second-generation now. These attendees freely give advice/opinions to the toy and game companies exhibiting. We also have
trade visiting to see trends and pick products for retail or licensing. Our Toy and Game Fair is the largest focus group in the world (among our competitors) and very cost-effective for our exhibitors. Plus, we have media and influencers spreading the word about your products. Most of our attendees have come from word of mouth... imagine what these consumers can do for a toy company if they see you at our Fair! This is where kids and adults make their wish lists for the holidays and beyond — and as a bonus, can purchase these hot toys right at the show.
How do you see the integration with The Toy Association enhancing collaboration within the inventor and design community?
We have the largest global Inventor Pitch and Innovation Conference in the world. The Toy Association’s reach can help bring even more attendees with more ideas to the event. Invention and ideation are the core of the toy industry. Our industry will be even stronger and more connected. And, with our Young Inventor Challenge, help future generations of toy inventors for years to come.
Greg, what motivated The Toy Association to pursue a merger with People of Play, and how do you envision this collaboration fostering creativity and innovation?
The Toy Association has taken various steps over the years to help foster the growth of the inventor and designer community — from our educational programming (webinars and Toy Fair University) to facilitating pitch sessions with major toy manufacturers. By partnering with Mary and People of Play, we have embraced an opportunity to further drive and support the creativity and innovation that are one of the foundational parts of our industry.
There is a reason that Mary is a beloved figure in our industry (and a past inductee in the esteemed Toy Industry Hall of Fame!). The thriving community she has built through People of Play's unique events, meaningful consumer interactions, persuasive content and industry resources are a testament to Mary's tenacity, and the needs/wants of the inventor community. Coupled with The Toy Association’s resources and assets, we're excited to help take People of Play to the next level together.
In what ways do you believe that adding People of Play’s assets will strengthen The Toy Association’s mission and offerings?
The Toy Association’s mission is to be a unifying force that works in service of the industry. A large portion of that is growing and evolving many of the experiences we offer that bring many different communities within the toy industry together. This can take the form of events such as Toy Fair New York or the just recently completed Fall Toy Preview Industry Week in Los Angeles, but we want to offer even more diverse content and networking opportunities to the industry.
By merging with People of Play, we can help grow the Inventor Pitch & Innovation Conference and Young Inventors Competition to better connect with the creative community, expand our experiences to include consumer directed moments like CHITAG, and keep the industry informed and connected through The Bloom Report and POP Networking Platform. There are so many new opportunities to build on which will help our industry thrive.
How do you plan to leverage The Toy Association’s resources to support the continued growth of the Chicago Toy and Game Fair?
There are many ways The Toy Association will help the Chicago Toy and Game Fair accelerate its growth as the preeminent family directed consumer event of the holiday season. First, given the deep manufacturer relationships within The Toy Association, we know many manufacturers will see the value of direct engagement with families during the most important selling season of the year.
Second, combining Mary’s creativity and ability to design some of the most compelling events in our industry with The Toy Association’s world class events production team, the sky is the limit on what we can deliver. And finally, we know the combination of both The Toy Association and POP will be able to bring significant awareness to this truly unique event that will attract a broad audience of kids, influencers, media, and families who want to be a part of something special.
www.toyassociation.org
MARY COUZIN
GRAG AHEARN
COLUMN
STORIES FROM GG'S TOY BOX
BY GRAHAME GRASSBY
BARNEY, THE WIGGLES AND THE RICHARD C. LEACH STORY
Stories From GG's Toy Box BARNEY, THE WIGGLES AND THE RICHARD C. LEACH STORY
In 1988, Richard C Leach, formed the Lyons Group, based in Dallas-Fort Worth, Texas, in order to finance, produce and distribute a series of direct-to-video home videos titled Barney and the Backyard Gang for his son Jim's wife Sheryl Leach (photo below), who was the principal creator of Barney the dinosaur.
Three years after the launch of the home video series, Barney was picked up by Public Broadcasting Service (PBS) in the US and the series was subsequently produced for television as Barney & Friends which began airing on PBS in April 1992.
Barney was an instantaneous smash hit with preschoolers and quickly became the biggest preschool
property in the world - at the height of Barney’s popularity, the plush toys were so popular that it was impossible for any company other than the Lyons Group to buy Barney coloured purple fabric anywhere in the world for more than a year.
In 1994 the Lyons Group changed its name to Lyrick Studios and as a TV production company, produced the TV series Wishbone for PBS in 1995.
In the late 1990s, Lyrick acquired the home video distribution rights in the US for VeggieTales and The Wiggles which were both huge sellers on video cassettes and later on DVD.
In order to introduce The Wiggles into the US market Lyrick included The
Wiggles music video clips on all Barney home videos and when The Wiggles initially toured the US, they provided the live interval entertainment at Barney Live on Stage concerts.
In 2000, Sheryl Leach and Richard Leach’s son, Jim, separated and in February 2001, Richard Leach, with no longer a reason to own a children’s TV business, and with none of his other children wanting to run the business, he sold Lyrick Studios for US$275 million to Hit Entertainment.
3 months later in May 2001 Richard C. Leach tripped and fell over at the Dallas Fort Worth, Texas airport, hitting his head and died.
By Grahame Grassby
GROUP
AUSTRALIAN DISTRIBUTION PARTNERSHIP
www.thebrandlicensinggroup.com.au
PRESS RELEASE
The Brand Licensing Group
THE BRAND LICENSING GROUP SECURES EXCLUSIVE AUSTRALIAN DISTRIBUTION PARTNERSHIP WITH PHIDAL PUBLISHING
It is widely understood that exposing children to books and reading from a young age is hugely beneficial in promoting brain development, imagination, language and learning.
However, the importance of early childhood experiences with books and toys, and the relationship of book play and reading can be just as valuable for language and literacy skills, while strengthening relationships between child and parent or caregiver.
As leaders in their respective fields, Brand Licensing Group and Phidal Publishing, recognise this synergy, while acknowledging the importance of building mutually beneficial partnerships with like-minded industries to maintain a competitive footprint in the Australian toy and book markets.
“With Phidal’s licensed ranges ‘designed to educate and entertain’ we are very happy with this new partnership.
We welcome this wonderful opportunity to introduce our existing client database, and their customers, to book-related gems, while providing a segway for us to expand into bookstores” — Jon Marshall, Director, Brand Licensing Group
“We’re thrilled to partner with Brand Licensing Group to represent the fantastic Phidal collection in the Australian market. From our very first meeting, everything felt perfectly aligned, and I’m excited to see our well-loved ranges, from Busy Books to Puzzle Books, make a big impact in Australia!” — Shaun Arthurson, Phidal Sales Director APAC
With a designated Australia-wide sales force, Brand Licensing Group will begin selling Phidal titles into stores from the start of October.
www.thebrandlicensinggroup.com.au
BY JOHN BAULCH — PUBLISHER www.toyworldmag.co.uk
COLUMN
The UK Toy Community
DESPITE AUTUMN’S ARRIVAL, THE UK TOY COMMUNITY IS STILL WAITING FOR SIGNS THAT CONSUMERS’ THOUGHTS ARE TURNING IN EARNEST TO CHRISTMAS SHOPPING
It’s no secret that September and October retail footfall was hampered by a combination of poor weather (including major floods in parts of the UK) and low consumer confidence, not entirely helped by murmurings of a severe budget to be unveiled at the end of October.
Speaking to toy suppliers recently, it seems that a few retail buyers have been getting a little restless and pushing them to do something –anything — to kickstart festive sales. In some cases, better terms and deals were being requested, presumably with the intention of using price reductions and promotional offers to entice consumers.
Other retailers have been asking when marketing support will kick in (and even suggesting it could be brought forward), although talking to a selection of seasoned media pros in recent weeks, the general consensus was that if anything, many toy companies will be starting their media campaigns a little later this year, rather than earlier.
That seems entirely logical, given there is a perception that many UK consumers will purchase late for Christmas this year — as indeed they have for the past few years.
Those retailers quietly panicking over October sales seem to have conveniently forgotten what happened last Christmas and the one before. In a way, it feels like we have gone full circle, back to the 80s/90s, when Christmas toy purchases didn’t really kick up a gear until after Bonfire Night (or perhaps Halloween and October half-term).
And looking at when Christmas falls in the calendar this year, that arguably adds further weight to the likelihood of a late sales surge. Christmas Day is on a Wednesday. Most people will finish work on the previous Friday, or possibly even the Thursday. That’s also when the majority will get paid.
That leaves them the weekend, plus Monday and Tuesday to finish off their shopping, with money in their accounts. That all points towards a massive final week from where I’m sitting...
Realistically, although toy suppliers and particularly retailers would prefer Christmas sales to accelerate earlier, it does feel that the festive season is becoming more condensed than it has been in previous years, both in terms of marketing campaigns and consumer purchasing patterns.
While that inevitably presents some logistical challenges, it also generates momentum and excitement that will
hopefully see the toy community end the year on a high and give us a good springboard into 2025.
There are plenty of great new launches on the shelves, and retailers will undoubtedly be offering consumers attractive promotions and deals — it’s been well-documented that the UK toy market is more promotionally driven than most territories, due to the competitive nature of the retail channel here.
The big question is whether the UK economy has recovered sufficiently for Christmas sales to be great, rather
The Entertainer has recently finished its rollout in Tesco stores (the largest UK grocer, whose toy aisles are now run by The Entertainer).
— John Baulch
than just good or ok. And if sales are great, will brick and mortar retailers manage to secure a strong share, or will online retailers — and Amazon in particular — continue to grow.
The specialist toy retail channel has fared relatively well in the UK in recent years and continues to extend its footprint. The Entertainer has recently finished its rollout in Tesco stores (the largest UK grocer, whose toy aisles are now run by The Entertainer).
The mammoth project has been completed on time, meaning 861 branches of Tesco across the UK & Ireland now have The Entertainer toy aisles greeting shoppers.
It will be very interesting to see how Christmas sales stack up — talking to CEO Andrew Murphy earlier this year, he admitted that 2024 would be very much a learning exercise, with an element of ‘test and refine’ about the overall product mix within Tesco stores. I suspect that this learning process is about to accelerate rather sharply in the coming weeks.
Meanwhile, it has been another record year for the Smyths UK operation, as revenues and operating profits hit new heights — with further expansion hinted at for next year.
But, of course, much of what will happen in 2025 depends on how the next two months’ trading ends up. Fingers are well and truly crossed across the toy community for a decent Christmas.
FEATURE INTERVIEW
STEVE MCAULIFFE
BCM TRADING
WE SPEAK TO BARNEY!
FEATURE INTERVIEW
Steve (Barney) McAuliffe
Barney is a Sales and Marketing Professional specialising in the Sporting, Toy and Gift Industries and the Owner of BCM Trading. BCM Trading was was established in 2003 to represent some of Australia's highest profile licenses and brands as well as leading toy brands in the Queensland marketplace. The Toy Universe speak to Barney about his journey!
When did you start BCM Trading and what does BCM stand for?
We started BCM Trading in September 2003. Most people know me as Barney, so it simply stands for Barney and Cath (my wife's name) McAuliffe.
Tell us a little about your background and how you got into agency work?
I've been in the Toy Industry since I was 19. After several years as a Sales Rep and State Sales Manager in Queensland and New South Wales, I was offered a National Account Manager role at Playcorp's head office in Melbourne. Playcorp was a major toy supplier in Australia at the time. We spent five years in Melbourne and enjoyed it thoroughly.
I was fortunate to be promoted to National Sales Manager at Playcorp, but when we were expecting our first child, we decided to return
to Queensland. Playcorp was transitioning to an agency model across the Toys and Sports channels. Stevie Lew and David Jackson offered me the Playcorp Queensland Agency, and the rest is history.
What appeals most to you about Toys and the Toy Industry?
I've always loved toys! What keeps me in the industry is the constant stream of new products, brands, ideas, and of course, the people. Every year brings new and exciting products, and there's always something to look forward to.
Tell me a bit about some of the HOT products you have been fortunate to work with?
Back in the Croner Toys days, I've never seen anything like the TMNT phenomenon! We couldn't keep up with the demand, and you could put that brand on anything, and it would sell. The action figures were the hottest item, but the brand transcended all categories. Other big products included Oopsie Daisy Dolls, Dino Riders, Micro Machines, Sky Dancers, and Rubik's Cubes. In recent times, we were fortunate to represent Big Balloon when Ty Beanie Boos were at their peak. That was a strong brand and range for many years, selling across various channels, not just traditional toy stores.
How important has your wife been to the partnership?
Critically important. Cath has always handled the admin side of the business, allowing me to focus on customer service.
In the early years, when we had three young children, I was traveling nearly 25% of the year! Cath has also been involved in store merchandising. We both have business degrees, so we discuss every major business decision together.
Tell us a bit about your kids... will they follow in your footsteps?
We have three kids: Jack, Grace, and Harry. While they've helped with merchandising during school holidays, they seem to have other career paths in mind.
Having said that, do you have a succession plan for your business?
No, it's not a business that can be easily sold, as the agreements are between our principals and myself. If I were to leave, our principals would find another agent.
Who are some of the savviest retailers you have worked with over the years?
In Queensland, the Maggacis family and their Mr Toys stores have been dominant for as long as I've been in the industry. They continue to be innovative in their retail approach. Other savvy retailers include Bruce Lewis (Townsville), Mike and Carmen Carra (Tweed), Gordon Baxter (Southport), Alec Farr (Indooroopilly), and Kevin Perkins (Gladstone). They were all great operators who worked closely with their local agents and reps to build their businesses. In the current market, Shane Ramsay and Dennis Boyce are very savvy retailers.
What value do you attribute to your reputation in the business?
I believe my reputation and credibility are my most valuable assets. While suppliers and products may come and go, strong customer relationships are essential. I prioritise customer service, and over the years, I've found that looking after customers leads to longlasting partnerships.
Who are some of the most vibrant personalities in the business?
Tony Lee, my first boss, was a significant influence on my business approach. Tony Oates was also an incredibly vibrant personality and is greatly missed. Other notable personalities include David Hendy, Jeff Keighran, Fred Gaffney and Darren Hunter.
Do you have a network of Agents that you confide in?
Absolutely. Agents often share insights and experiences. I'm in constant contact with Stephen Boddan (NSW), as we have similar agencies and business approaches. I also have strong connections with the Jazwares agents: Jamie White (WA), Steve Gabrielson (VIC) and Mark Hayes (SA). Most successful agency; Big Balloon (now Jazwares) has been a highly successful agency over a long period. VTech has also been a fantastic partner for us and continues to grow.
FEATURE ARTICLE
THE LICENSING BOOM IN THE AUSTRALIAN MARKET
WRITTEN BY RAPHAEL GUIMARÃES (ASSOCIATE DIRECTOR, LATAM & APAC LICENSING) www.crunchyroll.com
FEATURE ARTICLE
Anime & Crunchyroll
The Licensing Boom in the Australian Market
Picture this: it's the late 1990s, and you're an Aussie growing up amidst a significant rise in technology, the internet, gaming, and children’s cartoons. Kids, teenagers, and even some adults are waking up early to watch Cheez TV on Channel 10, and eagerly searching for more content on ABC, SBS, and Saturday morning cartoons. Adults are making their morning coffees, dropping off the kids, heading to work, and sensing that a new era is on the horizon as they step into the 2000s. TV networks and licensing partners are on the lookout for the next big show to bring to the Western market.
ENTER ANIME.
In the 90s, anime was quite niche—well, except for Pokémon, Dragon Ball Z, Pretty Guardian Sailor Moon, Digimon… and the list goes on! It was a bubbling subculture quietly merging into mainstream pop culture. But if you were a fan, you were the coolest kid on the playground collecting and trading anime-branded Tazos or cards from chip packets at the primary school canteen.
Fast forward 20 years, and anime has become a powerful pop culture mainstay. For many young people today, anime is a central and essential part of life. For those unfamiliar, anime is a globally celebrated artform, defined by its distinct animation style originating from Japan.
From heart-wrenching stories to intense, action-packed battles, lighthearted comedies, coming-of-age tales, love, friendship, and everything in between, anime offers a vast array of stories that resonate with people in some way, shape, or form. As fan interest grew, so did the cultural phenomena surrounding anime: cosplayers, conventions, and other outlets celebrating the medium.
Anime’s presence in the Australian market quickly became a key part of pop culture, and its integration into everyday life felt like a pot of ramen noodles about to boil over.
ENTER CRUNCHYROLL.
SMASH! Sydney: Tom Crane, Sales Coordinator — Crunchyroll ANZ
Source: www.crunchyroll.com
With 15 million paying subscribers and millions of fans across 200+ countries and territories, Crunchyroll connects fans with the stories and characters they love. Anchored around a premium streaming service, Crunchyroll immerses fans in the world of anime through events, theatrical releases, gaming, consumer products, collectibles, news, and more—celebrating anime in every way imaginable.
The anime titles we represent in consumer products resonate with fans across the entire spectrum—from new audiences to lifelong enthusiasts—creating deeper connections with every level of the fandom with shows such as Jujutsu Kaisen, My Hero Academia, Chainsaw Man, Spy x Family, Kaiju No. 8, and Solo Leveling. For the nostalgic, there’s Cowboy Bebop, Trigun, or the iconic Robotech, which will celebrate its 40th anniversary in 2025. For the fans of kawaii (cute) shorts, you should look towards Bananya for your fix of anime entertainment.
So what’s stopping your business from licensing anime? Post-COVID, there’s been a huge shift in energy across lifelong, current, and new Australia and New Zealand fans, with a new generation of fans driving this momentum tenfold. Over 20 years of sustained fan interest isn’t a phase in the slightest. If you hop on social media, you’ll find fan edited videos, cosplayers, and excited fans sharing news of their favourite anime being greenlit for a new season.
Someone on your morning train might be watching anime on our Crunchyroll app, while another person you pass on the street could be listening to our Crunchyroll x Spotify playlists after leaving a store with their newest anime figure or plush. A retailer such as JB HIFI might be celebrating Ani-May, our global retail initiative celebrating our anime titles all month long.
Still on the fence? Just look at megastar Megan Thee Stallion, who hosted this year’s Crunchyroll Anime Awards in Tokyo, Olympic gold medalist Noah Lyles, or Grammy-nominated Rapper Logic, who teamed up with Crunchyroll in the US for a Cowboy Bebop-inspired apparel collection.
Anime isn’t leaving mainstream pop culture...
It’s here to stay!
For all licensing opportunities with Crunchyroll across Australia & New Zealand, please connect with Indiana Muir, Associate Licensing Manager - APAC indiana.muir@crunchyroll.com
ASSOCIATION SURVEY www.toyassociation.org
The Toy Association Trends
MAJORITY OF PARENTS ARE MAKING TOYS THE PRIORITY FOR THEIR HOLIDAY BUDGETS — NEW TOY ASSOCIATION SURVEY
The Toy Association™ today unveiled the results of a new survey, conducted by Wakefield Research, which gauged 1,000 U.S. parents’ attitudes about toys, play, and shopping leading into the holiday season.
The survey found that while families might be more discerning with their holiday budgets this year, that doesn’t mean parents will be holding back on toy purchases for their kids — or themselves. The survey results revealed:
• A majority of parents (69%) would cut corners from other areas of the budget first to ensure their children have the latest toys.
• Dads have the biggest soft spot — 73% are more likely than moms (65%) to reduce spending elsewhere before eliminating toys from the budget.
• A strong majority of parents (72%) are likely to put a toy or game on their own holiday wish list.
• Dads are most likely to ask for their own toys, with 83% looking for new loot (versus 62% of moms)
• Connection is king: 61% of moms and dads who have purchased a toy or game for themselves do it to bond with their kids.
69% Say They’re Willing
“Though inflation has slowed, consumers remain cautious with spending. But our survey shows that parents are still prioritising purchases that spark joy — and nothing sparks joy for both kids and, now more than ever, adults, quite like toys,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association.
“The wonderful thing about giving toys to anyone at any age is that they are much more than ‘just a gift.’ Toys teach, help regulate big emotions, encourage multi-generational play … and they are always infused with a bit of magic.”
While family budgets and a toy’s “fun factor” are key considerations, there are other factors swaying parents’ buying habits this holiday season:
• Parents want toys that teach! A majority (56%) of parents consider the promotion of mental, emotional, and social health a “large” or “top” consideration when choosing toys for their child. Younger parents under 40 are most likely to prioritise this at 64%.
’24 Holiday Toy Shopping Insights
Families are Prioritizing Play
69% of parents would cut from other areas of the budget rst to make sure their children have the latest toys.
Parents Just Wanna Have Fun
A majority of parents are likely to put a toy or game on their own holiday wish list.
Dads are more likely to ask for their own toys versus 62% of moms.
Connection is King
Majority of moms and dads who have purchased a toy or game for themselves do it to bond with their kids.
Toys that Teach
• Core values are key:
A majority (56%) of parents consider the promotion of mental, emotional, and social health a “large” or “top” consideration when choosing toys for their child.
• 50% of parents under the age of 40 consider the sustainability of a toy (i.e., how the toy was made or can be disposed of, and/or if the toy is durable and can be passed down).
64%
Younger parents under 40 are most likely to prioritize this consideration.
• A significant 40% of parents of all ages are likely to consider toys that highlight different races, cultures, identities, and abilities.
The Gift of Core Values
• Under the kidfluence: Nearly three in five parents (58%) say their purchase decisions have been influenced by children asking for a toy they first saw advertised online or posted by an influencer on social media. This is most common among parents of elementary school-aged kids (69%).
of parents under the age of 40 consider the sustainability of a toy.
themselves do it to bond with their kids.
Toys that Teach
A majority (56%) of parents consider the promotion of mental, emotional, and social health a “large” or “top” consideration when choosing toys for their child.
64%
Younger parents under 40 are most likely to prioritize this consideration.
The Gift of Core Values
of parents under the age of 40 consider the sustainability of a toy.
of parents under the age of 40 are likely to consider toys that highlight di erent races, cultures, identities, and abilities.
Under the Kid uence
The majority of parents say their purchase decisions have been in uenced by children asking for a toy they rst saw advertised online or posted by an in uencer on social media. 58%
For more information on the holiday season’s hottest trends — including toy and game gift ideas for all ages and interests — consult The Toy Association’s shareable infographic and video.
Stay tuned for the ultimate guide to the hottest toys of the gift-giving season in early November, when the Toy of the Year® Award (TOTY®) finalists are revealed across 16 categories of play.
Follow #TOTY and visit ToyAwards.org on November 7 for even more must-have toys for all ages.
of parents under the age of 40 are likely to consider toys that highlight di erent races, cultures, identities, and abilities.
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