The Toy Universe Magazine — Edition 6

NEW STACKS & STACKS OF SQUISHY FLUFFY FUN!

FROM THE EDITOR WELCOME TO THE NEW YORK TOY FAIR

The Toy Universe has set out on a journey to partner with our brand licensing publication The Bugg Report. Our mission is to create a publication that is fun, informative, original and easy to read.

In recent times we have seen toy Companies lean towards the entertainment business by investing in the making of movies and streaming series that will support their core toy franchises. The jury is still out as Hasbro has demerged itself from Entertainment One (it’s entertainment division) and Mattel are assessing their next move off the back of a Barbie movie that has delivered big time.

There is a lot of conversation about what constitutes innovation in the toy industry and what does passing off really look like. There are finite categories in the toy business and therefore competition is fierce within these four walls. In more recent times we have seen this demonstrated in

Managing Director — Tony Bugg

Editor & Designer — Matthew Bugg

the mini toy category, the dart blaster category, the doll category, the diecast business and plush.

At the end of the day, perhaps the answer lies within the vertical activity each organisation engages in to influence the market. For example; what method does a toy company adopt to produce a product, does it have a sustainability aspect, does it have a short or long-term heritage, what does the packaging look like, how does it stack up on price, is there a story around it, how do they market it and how well, do they have a sound and efficient supply chain?

Toys are fashion, they need to resonate with mums and kids to succeed, the most successful toy companies understand this and stick to the formula.

As we know, the New York Toy Fair has moved to late September/early October this year and now takes

place from September 30 — October 3 at the Jacob K. Javits Center in New York. It will be interesting to see how the trade show landscape and scheduling plays out over the next few years as we have the LA Toy Previews in April and September.

From our perspective in Australia, it is great to see the innovation, growth and success of many of our local toy Companies such as Headstart International, Moose Toys, Connetix Tiles, Hunter Products and ZURU Toys out of New Zealand, just to name a few of many!

THANKS FOR READING!

WE SPEAK TO LUKE HARTWELL, ZURU TOYS REIMAGINING PLAY, EVERY DAY.

WE SPEAK TO SVEN KARLSSON TOYWORLD GENERAL MANAGER TOYWORLD

MOOSE TOYS UNLEASHES THE BEAST WITH THE LAUNCH OF BEAST LAB MOOSE TOYS

AUGMENTED REALITY MIRRORS — A NEW SALES CHANNEL

THE PARTY PEOPLE

BMS BRANDS INTRODUCES KAZAANG OUTDOOR TOY RANGE

BMS BRANDS

NEW DATES: TOY HOBBY & LICENSING FAIR 2024

AUSTRALIAN TOY ASSOCIATION

STORIES FROM GG'S TOY BOX

ME AND MY BIG MOUTH — NOT SO FUNNY

VOTING NOW OPEN FOR THE TAGIES!

THE 2023 TOY & GAME INTERNATIONAL EXCELLENCE AWARDS

ECOSPLAT WINS SILVER!

ECOSPLAT REUSABLE WATER BALLOONS WINS SILVER

GARDENING AUSTRALIA JUNIOR NOW ON ABC KIDS

ABC LICENSING

CATALYSTS OF SUCCESS FOR GROWING LICENSES IN AUSTRALIA BRANDTRENDS

STACKS OF SQUISHY FLUFFY FUN!

20cm3

SUPER SQUISHYSPRINGY INSIDE!FOAM

SUPER SOFT FLUFFYOUTSIDE!PLUSH PLUSH!

We Speak to Luke Hartwell, Zuru Toys

REIMAGINING PLAY, EVERY DAY.

ZURU Toys is one of the largest toy companies in the world, known for its innovation, creativity and disruption through automation. The Toy Universe had the chance to speak to Luke Hartwell, Country Manager at ZURU Toy Company, about the Australian market and what is on the horizon.

Luke can you tell us briefly about your new Country Manager role with Zuru Toys?

We identified Australia as a high potential market for ZURU and outlined our purpose, objectives, and strategic partners for the years to come. We’re 12 months into our journey and setting strong foundations for the future. It’s a fantastic market, with great people and a positive outlook. We have landed several initiatives, learnt a lot along the way and we have more to come in the all-important golden quarter. As a business we’re pleased with our start, but it’s only a start and we have significant room for improvement.

How is your partnership with Darren Hunter at All Brand Toys developing?

Darren Hunter and the team at AllBrands are integral to our business and mission in Australia. All-Brands are ZURU’s strategic distribution partner and we’re striving for continuous and compounding improvement, all the time. We’ve penetrated new channels this year and are broadening our partnerships and relationships to accelerate our position. A brilliant business with brilliant people.

It's been an interesting year, how do you see the run to Christmas here in Australia?

We identified Australia as a high potential market for ZURU and outlined our purpose, objectives, and strategic partners for the years to come.

It’s been a fascinating year so far, more broadly it’s been an interesting 3 years for the Toy Industry, globally. The market has become more challenged which is understandable considering the pressures and macro-economic environment. It’s going to be an incredibly competitive second half. However, it’s not all doom and gloom. We’re incredibly excited for the run up to Christmas and are looking forward to bringing our brands to life with our partners and delighting consumers this Christmas.

We notice the launch of a number of new toys from Zuru, are there any standout performers?

Snackles is exceeding all expectations, since launch our plans have quadrupled. 5 Surprise Mega Gross is hot and selling out. Rainbocorns Mermaidcorns is

another Big Bet and started incredibly well. It’s an exciting period and we still have more to come, including X-Shot Insanity Motorized Rage Fire, which will launch imminently in Australia. Initial reads from both the UK & USA are incredibly encouraging, more than double our initial plan.

It's clear that Zuru has an outstanding alignment in all aspects of its operations, this must be a key factor in powering your growth and improvement?

We believe that this is our competitive advantage. We’re progressive and dynamic and our core value is continuous and compounding improvement across our entire operation. Vertically Integrated Manufacturing, Speed Of Innovation, Digital and Data is at the heart of our business and what enables us to provide market leading solutions.

From what we see currently and emerging does Zuru aspire to resonate as a go to global brand?

Definitely. The ambition for ZURU globally is to be up there with the likes of Disney, Tesla, and Apple. We’re more than a toy company and we obviously have a long way to go, but this aligns to the principles we hear every day from the Mowbray’s and Leadership Team — Relentlessness. Continuous improvement. Grit.

We have recently witnessed the success of your new inhouse marketing campaigns, particularly on your ZURU X-Shot product it looks best-in-class?

That’s our objective. We’ve learnt a-lot. We have dedicated teams focussed on creating and developing our own content for

platforms such as Tik-Tok, which is one of our primary vehicles to build awareness, drive engagement and understand trends. Our current best sellers such as Snackles, X-Shot Skins, X-Shot Insanity and 5 Surprise Mega Gross are the most recent example of this.

And finally Luke, is there anything in particular you would like to add?

It’s been a fascinating year so far and we’re looking forward to the Christmas period. A huge thank you to our retail partners and All-Brands for your continued support and partnerships. It’s an incredibly exciting period and we’re only just getting started.

Thanks for your time Luke and all the best for Q4 of this year!

LUKE HARTWELL

WE SPEAK TO SVEN KARLSSON TOYWORLD GENERAL MANAGER

As General Manager of Toyworld Australia / Marketing & eCommerce, Sven Karlsson leads the Toyworld Product and Logistics teams, while also leading the newly formed Group Marketing and eCommerce Team.

Rob Smith leads the Toyworld Australia Product Team and oversees all Toyworld product ranging from our Domestic and Import Suppliers. Rob comes from a wholesale and retail background, including Product Developer at Smiggle. Rob travels to key international Toy Fairs to ensure we continue to evolve our ranging in line with trends. Having the infrastructure to source from overseas suppliers means we can source products that may not have otherwise reached the Australian market.

Can you give us an insight into who Toyworld is?

Toyworld began in Australia in 1971 when a small group of retailers could see the advantages of buying together and sharing a common brand. Toyworld is the largest specialist toy retailer in Australia and New Zealand with over 150 stores across the two countries.

What are Toyworld's core values?

We offer a great range of products supported by professional service from our passionate and knowledgeable in-store teams. Our local owner/operators are active members of the local communities in their dedicated locations.

Can you expand a little on what a Multi Specialist Retailer is and how it connects with your group?

With multiple brands within the ARL group including Toyworld, Sportspower, Camping World, Complete Angler, Shoex and Mensland, members are seeing the opportunity to trade multiple brands at the same location. A recent example is Sportspower Coffs Harbour who had the opportunity to increase his floor space, but rather than increase his existing store size, he opened a Toyworld store. There are a lot of synergies between a Sportspower and Toyworld customer and having them in the same location makes a lot of commercial sense.

Sven, from our conversation, the Associated Retail group has some 435 retail outlets in Australia and New Zealand, how does this benefit your business?

The biggest benefit is the scale of our group, and the experience of our members across the country. Around 50% of our 300 members have had over 15 years’ experience in retail, which is amazing.

Our role at the support office is to collect and share this best practice across the entire group. Outside scale enabling beneficial pricing from our suppliers, it’s also important as we look to integrate technology partners into our member’s stores that support our strategic initiatives including supporting local digital marketing and being integrated to eCommerce.

Where do you see your position in the market?

Toyworld is the only true National Toy Specialist with stores in all states. We are excited about a new store to open in Darwin soon. From a Toyworld point of view, Sydney is an opportunity we hope to capitalise on in the coming year or two.

Can you tell us a little about your new buyer Rob Smith and what he brings to Toyworld?

Rob understands all aspects of the buying cycle from a product ranging point of view, from developing and sourcing product and making datadriven decisions on core product ranging. His overseeing of both domestic and overseas suppliers means that he’s purely focussed on delivering our members the best range at the best price, whether local or overseas.

Can you articulate the key things the industry can offer you as a business?

Great products! As a toy specialty retail brand, we’re always on the lookout for the latest products and aim to capitalise on the latest trends as they emerge. We want the industry to see us as a destination partner for new product.

Can you tell us what Toyworld can offer suppliers and partners from a synergy standpoint?

ARL offers suppliers a central payment arrangement, so suppliers can service over 120 Toyworld stores and only have to deal with ARL from a financial point of view.

We also can look at different routes to market with our members from direct domestic supply to us coordinating the order collection and managing the logistics through our import program.

What are some of the things Toyworld is best in class at?

Being locally owned and operated means that our stores adapt to local conditions very quickly, and overall you won’t find a better range of toys supported by personal customer service in-store than in a Toyworld outlets everywhere!

Tell us a bit about your new structure?

We have newly created Marketing, eCommerce and Member Support group functions to support all members. The aim of this structure is to give every ARL member the same support and opportunities to adopt the group initiatives that support our overall strategic plan.

What is the most efficient way for potential partners to connect with your group?

Through our website, suppliers can submit their information at the “contact us” page and this will be forwarded to the product team for review. We will reach out to you and review all opportunities.

www.toyworld.com.au/

Sven Karlsson General Manager Toyworld Australia Marketing & eCommerce Associated Retailers Limited

Rob Smith Toyworld Australia Product Team Domestic and Import Suppliers Associated Retailers Limited

Moose Toys

MOOSE TOYS UNLEASHES THE BEAST WITH THE LAUNCH OF BEAST LAB

Global leader in innovation, Moose Toys has released this year's must have toy for the holidays Beast Lab. From start to finish, this first-of-its-kind interactive playset engages kids in an experiment-based process as they create their own beast: a jaw-some sharkinspired electronic action figure to save the world.

"Moose Toys has introduced many 'firsts' in the toy world and Beast Lab is the latest to fill white space to reinvigorate the action figure category," said Paul Solomon, chief executive officer, Moose Toys. "With Beast Lab we're breaking new ground and taking what we do best — using innovation to put kids at the center of the creation process. Beast Lab puts the power to 'save the world' in kids' hands and the only way to do that is to create and unleash their own beast."

To create their beast, kids activate the lab and initiate the experiment with a simulated finger scan to begin a human-beast connection. Step by step, kids add ingredients to the chamber, each one eliciting a reaction from the beast being created within, including crackling sounds, epic roars, flashing lights and fizzing bubbles – all while Bio Mist flows out. With each ingredient the intensity of the experiment amps up until it's time to drain the chamber and unleash the beast. Emerging in the ultimate reveal is either Mayhem Megashark or Havoc Hammerhead. Equally fearsome, each fully articulated electronic action figure is ready for action-packed battle with a weapon to attach to its arm and a spring-loaded power punch.

Adding to the layers of this toy is getting to know the beast and how it evolves with new sounds, colors and ways to play. Rounding out Beast Lab's already robust engagement, Moose is creating animated content

own imaginative and independent play within the Beast Lab story.

BEAST LAB IS AVAILABLE NOW FROM ALL MAJOR RETAILERS AND TOY STORES!

Augmented Reality Mirrors

A NEW SALES CHANNEL

What if I told you that I created a toy store where customers can transform themselves into their favourite toy character... you would be thinking that’s pretty cool right?

What if I told you that your three biggest costs of staff, stock and rent could all be zero for that store... now you're thinking that I might be a little cuckoo right?

I trialled an Augmented Reality Mirror in my store for costumes and masks just before the pandemic in 2019 and it was fun, a great gimmick and had some good marketing and social power. In-store, customers loved them and they made for a great customer experience. However, they were expensive and outside of a great brand experience, finding a profitable way to use them was challenging.

So I had an idea to make the mirror a stand alone store that paid for itself. I had a vision that the mirror would be perfect for fashion stores, costumes stores and toy stores to use as a popup location in a shopping mall, but

also in dead spaces such as on a wall, shopfront hoarding so people can interact and shop with a brand before it opens or in a closed stores window after hours so people could literally window shop (not window browse).

Fast forward a false start and a few months later and now Uber, Lendlease, Shopify, StockInStore, Preezie, Starshipit, ShopExp and The Party People have come together to create a new retail channel, the Magic Mirror. Through Augmented reality, customers can try on fashion items and checkout on the spot, potentially with Uber getting it to their house before they get home. With a virtual assistant, the mirror can guide the user and without the need for any additional stock the retailer can fulfil the order from the eCommerce channel.

A project like this would have cost me approximately $150,000 to integrate all the tech needed to convert the existing try-on mirrors to be checkout enabled which was the challenge I initially faced but the companies above that came together have fully funded this, and it

is likely the innovation won't have cost me a cent to create and do a real world trial. Best of all, now I have created the technology (and already paid all the costs with thanks to my sponsors), I can roll this out to every shopping centre in the country with no staff at the stores, minimal rent and minimal extra stock due to my existing eCommerce business being the fulfilment. Scaling this is relatively low incremental cost which is super exciting.

This October I will be trialling the Magic Mirror as its own pop-up store in a Lendlease Shopping Centre to sell costumes. Customers will be able to try on items, then checkout and have Uber deliver it to their house. I don’t know how many costumes this might sell but that’s what the trial is for; to learn how customers use it and how they purchase. I have learned in my experience with innovation that customers are going to do things with this that I haven’t thought of yet, so I am excited to see what we learn from the trial in October.

For toys, this also offers the opportunity for customers to be their favourite character and I think this will be great for enhancing instore experience but also for new toy launches.

Stay tuned to The Bugg Report and I will give an update on the pilot and what I learned later this year. If you want to come along to trial the mirror, hit me up on LinkedIn and I will let you know the location, as its not public information just yet. Have a great Halloween and Christmas trade guys!

WE SPEAK TO JOSH BONELLO

www.bmsbrands.com.au

BMS Brands

BMS BRANDS INTRODUCES KAZAANG OUTDOOR TOY RANGE

Hi Josh, good to speak to you again. We hear that you have a new brand called Kazaang, can you tell us about the brand?

Kazaang is a significant new undertaking for BMS Brands and working from the ground up, Kazaang reflects our vision for being innovative and agile. We are launching Kazaang in October with a range of outdoor toys focused on enhancing play time. Kazaang is a magnificent step for us in terms of product development, and we have crafted very stimulative and engaging concepts under the Kazaang brand. Kazaang as a brand offers a compelling proposition that encourages outdoor play time with ingenious products that captivate excitement and deliver a profound level of entertainment.

What has been your plan for the launch of Kazaang?

The initial strategy of launching Kazaang was summer early 2024. But with the support from our trade partners, we have been able to bring the Kazaang brand launch forward in to October 2023 based on the positive response we had. Our plan moving forward is to extend the range of products within the Kazaang brand for release in November 2023 and through to January 2024. We will also be showcasing Kazaang at the New York Toy Fair which will provide us with a launch pad in to the U.S. market.

With the ever-changing retail landscape, have you had many challenges developing Kazaang?

As we discussed in our last interview in June, there have been challenges around the retail market largely due to the economic climate. Our approach with developing Kazaang has kept us mindful that consumer sentiment must be at the forefront of what we bring to the market. We have spent a significant amount of time gauging consumer habits in our industry and Kazaang is an exemplary representation of the changing landscape.

"Kazaang as a brand offers a compelling proposition that encourages outdoor play time with ingenious products that captivate excitement and deliver a profound level of entertainment."

What is on the agenda for the remainder of 2023 for BMS Brands?

Kazaang is the paramount objective for us as we gear up for summer and Christmas. As always, we are incredibly grateful for the support our trade partners continue to provide us with. This support has helped shape the Kazaang brand in to a pivotal new direction for BMS Brands.

Plasticine is due for release in October which will further our growth in craft. This coincides with the release of new Play-Doh Air Clay products also taking place in October. Along with that we have launched several new designs of Wooden Jigsaw Puzzles under our esteemed Puzzle Master brand.

We are still focused on Construct It as it has moulded our ethos, and we are very pleased to announce the release of new Buildables lines in October. The success of Buildables since their release twelve months ago continues to delight us.

Finally, as 2024 approaches, what can we expect from the launch of Kazaang and for BMS Brands?

With the launch of Kazaang happening in October, we will see the launch of thrilling new lines under the Kazaang brand as we venture in to 2024. We have several new concepts and prototypes we are evaluating. This will create a larger presence in the market for Kazaang, and will be the backdrop for our spring 2024 launch in the U.S. market for Kazaang.

We are developing several new lines under the Construct It brand, in particular with our Flexibles range. Flexibles has been a quiet achiever, and with that in mind, we are diligently creating a new line of products within the Flexibles range which will be a welcomed addition to the Construct It brand.

In addition to the concepts and porotypes we are developing under our key brands including Kazaang and Construct it, we are focused on delivering new concepts under our Craft For Kids, Puzzle Master, and Science Lab brands. Thus expanding on our scope of offering and furthering our market penetration.

We are poised to continue our growth and expansion strategy by increasing our focus on product and brand development, allowing us to curate

a more refined offering and by taking a granular approach to each of our brands, we are seeing a more engaging response from retailers. You will see this will be reflected throughout 2024 as we continue setting new benchmarks in the toy industry, in particular with Kazaang. 2024 will be a demonstration of our innovative and collaborative approach to developing toys.

As we begin to recall on 2023, we look to 2024 with enthusiasm and resolve, bringing Kazaang to the forefront of our endeavours both domestically and internationally.

CONTACT BMS BRANDS FOR MORE INFORMATION

Email: sales@bmsbrands.com.au

Phone: (02) 9634 7224

Website: www.bmsbrands.com.au

BY ALICE SANDERSON — EXECUTIVE MANAGER www.austoy.com.au

Australian Toy Association

NEW DATES: TOY HOBBY & LICENSING FAIR 2024

The Australian Toy Association (ATA) serves as the representative organization for a wide spectrum of entities in the toy industry, including distributors, wholesalers, importers, manufacturers, retailers, and licensors, along with their associated products. We offer comprehensive guidance on safety and compliance, encompassing both voluntary and regulatory standards for toys. Additionally, we provide valuable industry data, covering both the retail and consumer aspects, and we take pride in managing the largest business-to-business (B2B) trade fair in the country.

Our Toy Fair stands as a pivotal platform for more than 180 exhibitors to display their products to both major and independent retailers alike. It serves as a prime opportunity for networking and procurement for not only suppliers and retailers but also licensing and suppliers to the industry. The 2024 Fair is scheduled to take place at the Melbourne Convention and Exhibition Centre in Melbourne, commencing on Sunday, February 11th and concluding on Wednesday, February 14th.

The fair will feature thousands of well-known and boutique toy brands, drawing visitors not only from Australia and New Zealand but also from around the globe. Our 2023 Fair was a resounding success and marked the first trade event hosted by ATA since the onset of the pandemic in 2020. We were thrilled to resume business activities, and it was evident that the industry shared our enthusiasm, with support from leading manufacturers such as LEGO, Mattel, Moose, Hunter Products, and Headstart, among others. Alongside the Fair is our awards program, which recognizes outstanding individuals, products, and licenses that have demonstrated success and significantly influenced the industry.

An example of such an accolade is the Rising Star Award, designed to honor emerging talent in the industry. In 2024, in conjunction with this prestigious award, the ATA is set to unveil our Mentor/Mentee program, aligning seamlessly with ATA's core mission of providing services that enhance the toy industry's performance.

As an enticing incentive, the four finalists of the 2024 Rising Star Award will receive automatic, exclusive entry into this program, affording them the valuable opportunity to connect with a distinguished industry leader. We are enthusiastic about expanding this remarkable initiative to include ATA members who express an interest in participating.

As we look ahead to 2024, the Fair and all its associated events is shaping up to be another prosperous event for our stakeholders.

We extend a warm invitation to join us and partake in the enjoyment that the Australian Toy Hobby and Licensing Fair offers.

COLUMN STORIES FROM GG'S TOY BOX

BY GRAHAME GRASSBY

ME AND MY BIG MOUTH — NOT SO FUNNY

Stories from GG's Toy Box

ME AND MY BIG MOUTH — NOT SO FUNNY

“I sell my Funny shares... you know more shares to buy... Funny shares very good.”

In 2001, at the beginning of the new millennium, all the talk on the phone at work was not about world politics, or the saving of the planet or funding cuts to the ABC, no, all the small talk on my phone was about the Funtastic share price.

You see, I was working at the ABC and I was managing the ABC’s children’s properties, including Bananas in Pyjamas, Play School and The Wiggles, and Funtastic was an Australian toy company that had listed on the Australian stock exchange on 14th September 2000.

So talking on the phone about the Funtastic share price was about the only thing everyone wanted to chat about before getting down to business and discussing what was the actual purpose of the call.

The opening quote on Funtastic shares, or known in Australian shorthand as the Funny shares, was fifty Australian cents (A$0.50) and for the rest of the year 2000 the share price stayed steady, closing the year exactly where it started.

In January 2001, I approved the signing off by the ABC and The Wiggles respectively on renewing Funtastic’s licence to produce and sell Bananas in Pyjamas and The Wiggles branded raincoats, rainboots & umbrellas.

Also in 2001, Funtastic bought the leading Australian gift company, Camsons, started up a book publishing company, Funtastic Publishing and also started an apparel company, Funtastic Clothing.

Funtastic was indeed on the move and so too its share price, which by the end of 2001 closed at A$0.65.

In November 2001, ABC Enterprises moved offices, along with the rest of ABC TV from the original ABC Gore Hill TV site into brand new digital facilities in Ultimo and I was installed in the boss’s office adjacent to the ABC Enterprises Reception on the 10th floor, which was managed by two part-time receptionists, Nova in the mornings and Rowena in the afternoons.

At that time, I adopted an open-door management style, which literally meant I left my office door open and anyone wanting to discuss something with me was supposedly free to pop-in for a chat, but good luck getting past my executive assistant, the imposing Greek goddess, Rena Monemvasitis.

I also didn’t realise how loudly I talked on the phone and how my phone conversations were openly heard by our receptionists on the reception desk.

In 2002, Funtastic bought rival Australian toy & children’s furniture company JNH, so that by July the Funny share price had risen to $A0.75 and by the end of 2002 broke through the dollar ceiling, closing the year at $1.01.

And on it went, the Funny share price going up and up and by July 2003 they were trading at $1.47 and ended the year at A$2.15.

“How high can the Funny go? How long can it last?” everyone was abuzz, everyone having an answer but everyone just as clueless as each other.

I started to espouse with a stock market knowledge of less that zero that if I had Funny shares I’d be bailing out, but the Funny shares ignored my pontifications on the matter and just kept rising.

And then one afternoon, there was a tap on my open door and it was Rowena, the afternoon receptionist, and I thought to myself... oh bugger, we’re going to have to find another receptionist... but boy o’boy I had that wrong.

Rowena in fact said to me, in her Chinese way: “Excuse me Grahame, I sell my Funny shares... you know more shares to buy... Funny shares very good”.

“Ah, er, ah, no Rowena, I have no more shares for you to buy.”

And with that, the ABC Enterprises’ opendoor policy was over and my office door was firmly closed.

The Funny shares topped out at A$2.75 on the 15th November 2004.

In January 2005, Funtastic shares were A$1.93

In January 2006, Funtastic shares were A$1.73

In January 2007, Funtastic shares were A$1.60

In January 2008, Funtastic shares were A$0.65

Today, in 2023, one Funtastic share, trading as Toys R Us (TOY) can be bought on the ASX for less than A$0.010, which is not so funny.

AWARDS

2023 TOY & GAME INTERNATIONAL EXCELLENCE AWARDS

www.peopleofplay.com

Voting Now Open for the Tagies!

THE 2023 TOY & GAME INTERNATIONAL EXCELLENCE AWARDS

Finalists for the prestigious TAGIE Awards have been announced by People of Play (POP). The TAGIEs, now in its 16th year, honor the most innovative inventors, designers, suppliers, retailers, marketers and PR teams in the toy and game industry. Public voting starts today, Thursday, September 21 and ends on October 20, 2023. Visit the TAGIE Awards Finalist page to learn about the finalists and cast your vote.

Winners in nine categories will receive their TAGIE trophies on November 3, 2023, in front of a live audience of their peers at Joe’s Live Concert Venue, Rosemont, IL United States.

AWARDS

“We are excited to kick off the holidays by shining a light on the innovators that inspire us, and who are the beating heart of the toy industry,” said Karri Bean, TAGIE Awards Host and Senior Manager, Licensing at Disney Consumer Products, Experiences and Consumer Products. “You all inspire us daily. The TAGIEs are our opportunity to give back and celebrate your accomplishments. Mark your calendars!”

ECOSPLAT WINS SILVER

CLEAN + CONSCIOUS AWARDS

www.axistoys.com

Alongside the nine winners, People of Play will also honor for Games Changers: Unsung Heroes

• Michael Gramelspacher, Jon Harter, & SG Labs for Club Organizers for St. Clare School Innovator Club

• Tara McGrath. Creative Director, Inventor Relations and Innovations, Mattel

Congratulations to all the 2023 innovative and inspiring finalists! To view the full list of finalists visit the People of Play website.

EcoSplat Wins Silver!

ECOSPLAT REUSABLE WATER BALLOONS WINS SILVER

EcoSplat Reusable Water Balloons has won Silver in the Clean + Conscious Awards 2023 in the Kids Activities 4+ Category!

This is the second product distributed by wholesaler, Axis Toys & Gifts, to receive this award and demonstrates their commitment to their company ethos, “The sustainable way for kids to play”.

"We are very proud that EcoSplat has won silver in the Clean + Conscious awards, Best Kids Activities 4+. The judges’ feedback that kids’ understand the importance of switching to reusable water balloons, and had fun playing with them, means that the market is ready for this game changing water toy! The climate and environment will benefit while families have a blast!" said Anthea Ibell, co-founder of EcoSplat.

One EcoSplat balloon replaces up to 3,000 single-use balloons! — no more worrying about the load of rubbish left behind after your epic summer battles! This is an ecofriendly alternative to traditional water balloons that means that water fights can be guilt free and never ending!

Far easier for little hands to use, EcoSplat only needs to be dunked in water rather than filled up at the tap, allowing for far more satisfying water fights. There is no rubbish to pick up, it keeps the fun coming and our oceans spared. EcoSplat is the first toy from Sustained Fun, whose mission is to develop toys for climate confident kids.

Something is Growing!

GARDENING AUSTRALIA JUNIOR NOW ON ABC KIDS

Have you always wanted to make a compost cauldron? A bee hotel? A rainbow veggie patch? Then this is the show for you and your kids! ABC is thrilled to announce a brand-new spinoff series, Gardening Australia Junior, that premiered on ABC Kids in September.

Hosted by gardening guru Costa Georgiadis, the series guides kids and their families through the wonderous world of gardening. From the luxurious open country to the smallest balcony gardens, wherever something grows, Gardening Australia Junior will be packed with gardening tips, tricks and activities that all kids will dig.

Costa is joined by familiar Gardening Australia faces — Tammy Huynh, Clarence Slockee and Hannah Moloney, alongside keen junior gardeners who tackle a fun new backyard gardening project each week.

Across 20 episodes, Costa and team inspire families around Australia to roll up their sleeves and get out into the beauty and hard work of the garden.

Gardening Australia Junior brings a vital First Nation voice across the series through a collaboration with Aboriginal-led horticultural organisation Wildflower, and Cudgenburra/Bunjalung man Clarence Slockee. Clarence leads the young green thumbs in a Native Garden segment.

Original music for Gardening Australia Junior composed by Lachlan Nicholson, led by music consultant Joff Bush — who also makes music for hit ABC Kids series Bluey!

Catch new episodes every Friday on ABC Kids — the perfect end of week viewing for the whole family or anytime on ABC iview.

For licensing opportunities to extend this wonderful show into the hands of the littlest gardeners please reach out to Wendy de Thame, ABC Licensing Manager via email at dethame.wendy@abc.net.au

CATALYSTS OF SUCCESS FOR GROWING LICENSES IN AUSTRALIA

Catalysts of Success for Growing Licenses in Australia

SHARED TRAITS AND DIVERSE APPEAL

The intricate dynamics of the entertainment licensing industry have come to the forefront as BrandTrends Group, the pioneering force in brand performance monitoring, unveils a captivating analysis that offers unique insights into the shifting preferences of today's young consumers.

In the ever-changing world of brand marketing, the Australian licensing market stands as a prime example of a thriving and competitive ecosystem. This dynamic industry is driven by a multitude of factors, where brand awareness, demographic segmentation, and the unrelenting pursuit of expansion weave together to create a landscape that demands both strategic finesse and creative ingenuity.

Australia, a land known for its diverse and enthusiastic consumer base, presents a unique playground for entertainment brands vying for attention. With a population of over 5 million children aged up to 14, the market is a testament to the power of entertainment in capturing the hearts and minds of the young generation. These children, collectively familiar with a staggering 242 entertainment brands, illustrate the vast exposure and intense brand competition within the market.

Upon closer examination, it becomes evident that the Australian licensing market is a well-structured arena, defined by a mosaic of brand awareness across various demographics. This segmentation is exemplified by the fact that each demographic displays familiarity with approximately 52 out of the 242 brands. This segmentation

extends further to reveal a distinct gender divide, as brands cater to the preferences of boys, girls, younger children, and older children. However, while the market's organization is evident, only around 32% of all brands manage to achieve a foothold in both the boys' and girls' segments, showcasing the inherent fragmentation of the market.

At the forefront of this dynamic landscape, the topperforming brands continue to assert their dominance. Unwavering in their positions, the top four brands hold their ground, led by the Australian sensation, Bluey (“Good on ya, mate”). With a remarkable 12.6% share and a gain of 1.8 points, Bluey's success resonates across the nation. Trailing closely behind are iconic names like LEGO and the internationally renowned Barbie. Notably, the digital realm's influence is apparent as Roblox claims its spot in the top four, boasting an 8.8% share after a notable 2-point gain.

www.brandtrends.com

While the top contenders maintain their positions, the remaining top 15 brands have not been immune to market fluctuations. A consequence of this is the decline experienced by most brands within this tier, except for the steadfast preschool favorites—The Wiggles and Peppa Pig.

Intriguingly, the key growth drivers within the Australian licensing market emerge from diverse domains, including video games, entertainment, media, and toys. Though varied in their offerings and target audiences, commonalities and themes weave through these brands, contributing to their growth trajectories:

• Global Recognition: Brands with international acclaim are positioned to capture a larger share of the market due to their established reputations and universal appeal.

• Pop Culture Impact: The brands that align with current pop culture trends resonate more strongly with audiences, riding the waves of zeitgeist and relevance.

• Multimedia Presence: Embracing various forms of media, from digital platforms to traditional broadcasts, enhances brand visibility and engagement.

• Nostalgia and Longevity: Brands that evoke nostalgia and have stood the test of time find favor among both new and returning audiences, tapping into a sense of familiarity and fondness.

• Diverse Audience Appeal: Brands that cater to a broad spectrum of demographics, transcending age and gender, demonstrate an ability to capture the attention of a wider consumer base.

In this ever-evolving landscape, the prevalence of streaming sources like Netflix and YouTube, alongside traditional TV channels, reinforces their role as essential destinations for young viewers. The enduring popularity of these platforms underscores their status as the starting point for young consumers, who embark on their entertainment journeys by selecting their favorite shows from these avenues.

And when it comes to the adult market, superheroes and TV shows take the forefront. Marvel undeniably stands as the frontrunner in a notably diverse array of favored entertainment brands. Nevertheless, it's noteworthy that streaming platforms and TV channels play a comparatively smaller role as destinations for adults, as depicted in the table below.

UNIQUE INFLUENCES AND SHARED PREFERENCES: A COMPARISON OF THE AUSTRALIA-UK ENTERTAINMENT MARKETS

Australia's distinct market features "Bluey", an Australian animated series, as a standout brand with a remarkable 12.6% share, reflecting a strong affinity (and pride) for local content. The Australian market displays a diverse mix of brands that cater to various age groups and interests, reflecting the nation's eclectic consumer preferences.

The UK's dominance by Marvel at 12.9% and emphasis on British icons like Harry Potter and Peppa Pig highlights a preference for global superhero franchises as well as the influence of British creations that have achieved international acclaim, symbolizing the UK's cultural impact on the entertainment industry.

FEATURE REPORT BRANDTRENDS

CATALYSTS OF SUCCESS FOR GROWING LICENSES IN AUSTRALIA SHARED TRAITS AND DIVERSE APPEAL

www.brandtrends.com

So, to succeed in the dynamic and competitive Australian licensing market, Australian manufacturers should consider the following strategies:

• Embrace Local Identity: Create products that celebrate Australian culture and resonate with the local audience, building a strong emotional connection.

• Collaborate Creatively: Partner with local content creators, events, and iconic brands to craft unique and compelling products.

• Diverse Appeal: Design offerings for various age groups and preferences, acknowledging the segmented consumer base.

• Stay Relevant: Keep up with pop culture trends, embrace digital platforms, and innovate to maintain consumer engagement.

• Prioritize Sustainability: Adopt eco-friendly practices, demonstrating social responsibility and appealing to environmentally conscious consumers.

With a keen understanding of the nuanced dynamics within the Australian licensing market, players in this market can chart a course that harnesses the power of brand awareness, demographic segmentation, and the pursuit of growth to create impactful strategies that resonate with the hearts and minds of the young generation. As this dynamic landscape continues to evolve, the key to success lies in embracing innovation while staying attuned to the everchanging preferences of Australia's audience.

ABOUT THE REPORT

The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.

CONGRATULATIONS HUNTER LEISURE 50

From time to time we have the opportunity to produce a special edition for various special occasions. In this case, this special publication is a celebration of a milestone achievement in the toy business, namely Hunter Leisure's 50th Anniversary.

Croner Trading made its first mark on the Australian toy scene when its doors opened for the first time in January 1973, and now 50 years later, Hunter Leisure is going strong as a staple of the Australian Toy Industry.

These sorts of milestones don’t happen all that often and John Hunter and his business have stood the test of time in a highly competitive marketplace here in Australia for over 50 years.

John and his family have been intrinsically connected to toys for a lifetime and this story is about John Hunter and his 50-year journey in the toy industry in Australia.

The story begins with the formation of Len Hunter Trading, who founded the Rack Toy Business in Australia, and

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

of how things happened and how they influenced the direction of the Hunter businesses over the years.

You will also get to see a timeline of the journey, quotes from key industry figures, photos, interviews and tributes from some of John's closest friends and fiercest rivals.

The Toy Universe is proud to have been asked to report on this wonderful story and produce this 50th Anniversary celebration of Hunter Leisure and we hope that you enjoy the read.

ORIGINAL CRONER TADING OFFICE IN CROSS STREET FOOTSCRAY

HUNTER LEISURE TURNS 50 AND IS STILL GROWING

The Toy Universe had the great privilege of sitting down with John Hunter at his office in September (2023) and tracing back through the 50 years that his business has been trading in Australia.

John is now 79, in very good health, loves his golf and is so proud of his facility and warehouse in Tullamarine. We met John just after he had returned from vacation in New York. John noted that he took the time to visit the old Toy Building at 200 5th Avenue in Manhattan, which was the epicenter of the Toy Industry in the 90’s and 2000’s. As a sign of the times, it is now an upmarket apartment building!

It's a significant milestone to have survived and thrived in the highly competitive Toy Business for 50 years. Driven by trends, it takes a keen eye to have uncovered many of the hottest properties in toys for the Hunter family and this is something that John has been able to do regularly.

We sat with John and discussed the heritage of the company dating back

to the early 60’s. The Hunter family can certainly be classed as Entrepreneurs of the highest level and when they saw an opportunity, they went for it.

It all began with John’s father, Len Hunter Senior, who invented Oxford Pinoclean, Oxford Floor and Boot Polish and Hunters Lavendola. The chemical business was a big part of their early existence, and The Hunter Group was founded in 1958 as a result of the takeover of the company known as Oxford Polish, of course founded by John’s father Len Hunter senior.

John recounted that his father was a successful feather weight boxer in those days with 36 professional fights, many of them won by knockout. Perhaps best not to mess with Len Hunter Senior! There were four sons: Len Hunter Junior, Allan, John and Jeff. They were all part of the original entity, however John branched out into the Toy business early.

John Hunter was one of the first toy people to travel to the Orient to buy product. John initially travelled with

his father in 1960 and in those days the Company was known as Hunter Toys.

John was the Founder of Len Hunter Trading, which he ran with his father initially which began in about 1965. They worked in premiums and the contra business which were value added mechanisms that could upscale a product or provide a commercial outcome for the businesses they partnered with. They provided deals for shows such as The Price Is Right and Wheel of Fortune.

As the business evolved, Rack Toys became an important part of their product line and were sold to the Supermarkets. John met Fred Kort who was the principle of Imperial Toys who were the market leaders in Rack Toys and Bubbles, which was another focus for Len Hunter Trading.

I think it is important to point out that John Hunter has proven to be one of the most astute product and trend identifiers in the business. It takes a special eye and feel to understand what makes a toy appealing and John had this ability from an early age.

WE SPEAK TO JOHN HUNTER ABOUT HIS 50 YEAR JOURNEY

As things continued to evolve, John formed Croner in 1973, and then opened Children’s Palace, a chain of Retail Toy Stores. As part of the development of Croner, John was also one of the first Australian toy people to travel to New York in 1972 where he attended the Toy Fair.

Tony Lee played a major part in establishing Croner’s reputation in the early days. He was a loyal, hard working and long-standing employee who would became close friends with John.

Notably, the Hunter family have always enjoyed a strong relationship with Disney and John’s connection goes right back to Walt Granger, who was the first to represent Disney on our shores back in the 60’s. In 1975 they were given access to the entire Disney character portfolio and Croner was one of the first toy companies to TV advertise their products. In 1979 they spent $1 million on TV advertising and in those days the annual turnover of the Australian Toy Industry was around $275 million dollars.

John has always been an astute businessman and has always been on the lookout for opportunities to acquire companies if the time is right.

Croner purchased Hansa Toys in 1976, who were famous for the Hansa Walker Wagons and then Jumbo Toys in 1977. These were added to Croners portfolio to further strengthen the Company’s offer.

As an example of just how prominent they were in the 1970’s, Croner marketed the following high-profile toys; Jaws, Daiken Plush, Colorforms, Toybiz with Spiderman toys including the famous Spiderman Web blaster, Planet of the Apes, Holly Hobby, Sesame Street Radio and Bugs Bunny Kodak Radio. They also represented Bandai and Tomy.

John opened his 10 acre facility in Tullamarine in 1990 to meet business expansion, John reflected on the amazing growth that his company enjoyed introducing brands such as Teenage Mutant Ninja Turtles.

Gary Hutchins, who was John’s Sales and Marketing Director at the time, reflects on when John came into the Board Room with a VHS tape of a toy called ALF (Alien from Space)... he asked his then sales team to watch and review. They watched the tape of this ugly alien character and were all a little confused. John came in and confirmed he had signed to distribute the item in Australia from a company called Caleco and amazingly it went on to sell 300,000 pieces in Australia!

Australian Licensing Industry luminary Fred Gaffney served as Croner’s Director of Sales & Marketing in the early years and was an incredible salesman and was critical to the success of launching Sesame Street and helping introduce other licenses into Australia.

Croner then represented a number of brands in Australia around 1983, including the Power Rangers, which was the hottest toy around.

Continued next page →

JOHN HUNTER IN HIS OFFICE AT TULLAMARINE

HUNTER LEISURE WAREHOUSE

The brands also included Dino Riders, Sylvania Families, The Comedy Company, it’s a Knockout Nasta Hit Stix, Tiger Electronics handheld games and Thomas the Tank Engine. Croner also were a player in the Licensed costume and dress-up business. The hits kept rolling on!

To demonstrate just how prominent Croner were from a business standpoint, the dominant business publication of the time, Business Review Weekly (BRW), featured two stories on John and his company in 1981 and again in 1986.

As the 90’s approached John met Mark Freedman of Surge Licensing who were a partner of Playmates Toys, and as a result of once again shrewd negotiation and being able to spot a winner, Croner won the rights to Ninja Turtles toys. To top this off John also was appointed as the Licensing Agent in Australia for the brand which resulted in revenues of some $100 million dollars in 1990.

John was able to sell 1 million Ninja Turtles action figures to Kmart. This underpinned his significant commitment to this project and once again BRW approached him to write a high-profile business story on John, Croner and The Turtles!

In 1991 Croner brought Revell/ Monogram and added this to their already significant portfolio of brands. Soon after in 1993, The Hunters also acquired the famous Cyclops bike brand and the Matchbox brand.

Croner continued to dominate, and John received an approach from a global toy company Tyco International. John realised that to maintain his position in the market it was best to partner with Tyco rather than having them as a competitor.

Tyco bought into Croner in 1993 and became partners which once again strengthened John’s brand and this partnership gave them direct access to brands such as Sesame Street, R/C,

View Master, Doll ranges, Rubber Dub Doggie, Pound Puppies and Magna Doodle, just to name a few.

As the years rolled on Tyco was acquired by Mattel and John formed Hunter Toyline with his brother Jeff. Not long after, Jeff went out on his own and then in 1999 John formed what is now Hunter Leisure who had Huffy and Intex Inflatables.

As the market continued to change and evolve into the 2000’s, John was smart enough to engage in a strategy of diversification and began developing craft education and science product including licensed craft products.

He partnered with two Global Toy Companies, NSI and Canal Toys. NSI produce Wubble, ProjeX, Smithsonian and Canal’s hits were Style 4 Ever, Airbrush plush and Slime.

In 2010 John acquired Leisure Dynamics from George Kass and became a market leader in the ball business.

BRW ARTICLE FEATURING JOHN HUNTER

JOHN'S FATHER, LEN HUNTER SENIOR

Hunter Leisure now has special inflation hubs around Australia to make sure that the business remains competitive in this space.

On a more personal level, John's four children join him in the business. Anthony is the current Managing Director; Tom runs the Toy Business, Felicity heads up nursery and party goods and Beth works in product development and marketing.

As John’s diversification has evolved, Anthony has been responsible for building a significant stationery and licensed stationery business. This has helped the organisation work more efficiently and has allowed them to pool their resources across multiple categories. John’s son-in-law Matthew, and his daughter Cynthia, run their bike division called Hyper Extension.

To further highlight the sheer scale and complexity of the business, Hunter Leisure now has two other divisions, which run alongside the Toy Business in Tullamarine. New Concept is the carnival business which is run by Ed Veale, who has been with John for close to 50 years.

We concluded our discussion with some reflections from John throughout his 50 years, and with some of his thoughts on the industry.

We asked John, if he had his time again what type of business would he choose and he responded, "Sport and Leisure". John makes mention of the fact that they have identified the new Pickleball craze which is sweeping the globe and Hunter have sourced a version of this under their leisure umbrella and have already sold it into Kmart, Big W and Woolworths.

John reflected on some of the Buyers he remembers over the journey including Bruce Evans, who was the Toy Controller/Buyer at Coles when it had offices in the City in Bourke Street. Also, David Hendren and David Perry who were Woolworths buyers. This was during in the 70’s.

John concluded that he sees there is less loyalty in the business today and his early relationships were much more personal and fun.

We then asked John who he saw as his most significant competitor and he replied, "Play Corp, Steven Glatt and team". John is suitably very proud of what he has been able to build and achieve over 50 years and now has 14 grand children who may someday follow him into the business.

John’s considers his wife Pam as his greatest supporter and is grateful she was involved in all the big decisions in both the business and looking after the family and was a keen travel partner in John’s early overseas sourcing trips.

Finally, we did touch on the fact that John has achieved all the above and never ventured into the global markets. We spoke briefly about this, and he contends that now with his kids in the business, it is still an option for Hunter Leisure to expand overseas at some point.

John's journey, which spans 50 years, is an amazing journey from humble beginnings across many years to what is now Hunter Leisure.

CRONER TOY AWARDS

POWER RANGERS WAS ONE OF JOHN'S BIG WINS

PHOTO GALLERY

HUNTER LEISURE CELEBRATING 50 YEARS 1973 — 2023

CRONER, MARKET LEADER IN TOYS

JOHN WITH THE ORIGINAL TURTLES

HUNTER SCOOPS THE AUSTRALIAN TOY ASSOCIATION AWARDS

JOHN HUNTER AND SON ANTHONY

PAM AND JOHN HUNTER

CRONER TOYS OLYMPIC PLUSH

PHOTOS FROM 50 YEARS OF THE HUNTER BUSINESS

THE HUNTER CLAN

JOHN REFLECTING

TOM, JOHN, ANTHONY AND FELICITY

JOHN WITH HIS HUGE SUCCESS ALF

PHOTO GALLERY

HUNTER LEISURE

CELEBRATING 50 YEARS 1973 — 2023

CRONER BIG IN GAMES

HUNTER LEISURE TULLAMARINE FACILITY

OVER THE YEARS

MR. T ANOTHER HUGE SUCCESS

THE HUNTERS AT THE MELBOURNE TOYFAIR

PHOTOS FROM 50 YEARS OF THE HUNTER BUSINESS

DISNEY AWARD

THE HUNTER LEISURE TEAM CRICKET GAME FROM CRONER GAMES HUNTERS TOYLINE

CYCLOPS BIKES

CYCLOPS STILL STANDING AFTER 110 YEARS

A DIVISION OF HUNTER LEISURE

CYCLOPS BIKES

CYCLOPS STILL STANDING AFTER 110 YEARS

Cyclops Toys is one of the most famous brands in Australia. The company was established in 1913 in Leichhardt by John Heine Sheetmetal, and the Cyclops name was registered two years later.

It became known for producing pedal cars which were an enormous part of childhood in Australia for decades. The company changed its name to Cyclops Pty Ltd in 1946, though after the war, the business was acquired by a British company.

Cyclops Toys was heading towards bankruptcy in the 1970s; at this time another British company bought it. By the 1980s, its toys were manufactured overseas.

In 1992, Cyclops Toys returned to Australian ownership when Hunter Leisure Pty Ltd decided to buy the business. The Leichhardt premises are now apartments in Sydney.

The Cyclops brand currently sits with Target Australia where they sell the product both in store and online. As part of Hunter Leisure’s commitment to the brand, John has a manufacturing arrangement with sister company Hyper Extension where they produce the wheel toys and Hunter Leisure sells them.

John reflects and is very proud to have purchased the brand in 1992. He is also proud to have been able to maintain its presence in the Australian marketplace for over 30 years.

CYCLOPS TOYS

JOHN HUNTER X CYCLOPS

CYCLOPS SINCE 1913

NEW CONCEPT IMPORT SERVICES WAS FORMED IN 1976

A DIVISION OF HUNTER LEISURE

NEW CONCEPT IMPORTS

NEW CONCEPT IMPORT SERVICES WAS FORMED IN 1976

New Concept Import Services Pty. Ltd. was formed in 1976 with just two full time staff after the successful merchandising of The Disney Character Toy Range for The Disney on Parade Tour in Australia

NCI, quickly grew, establishing themselves where today they are involved in an event 365 days a year and are unquestionably Australia's largest and most successful Mobile Retailer.

They have developed into a fully national organisation with representation in all States. New Concept is undoubtedly the dominant Concession Operator in Sporting Arenas, Showgrounds, Festivals and Outdoor events.

Our product is exclusively Licensed or Event Merchandise. This product is designed, developed and sourced by our own Product Management Team. We also offer this service to other Concession Operators, developing and sourcing product on their behalf.

In 1988 as a Group, we spent more than $3.5 million in promoting our own products. Using television as the primary media platform.

Ed Veale has been the face and the driver behind this extraordinary concessions business for close to 50 years.

Ed's passion and drive to keep innovating has been unwavering over his time in the industry.

Ed joined the Hunter Group in 1971, and for five years Manager of the highly successful retail toy division — the 'Children's Palace'.

In 1976 he became the Manager of New Concept Import Services, and under his direction it quickly grew to become the Number One company in Australia for developing novelties and souvenirs.

It is the largest mobile retailing operation in the country, specialising in showbags and sporting souvenirs.

With more than 25 years in the industry, Ed is undoubtedly the most experienced and successful person in Australia in this fast-moving and dynamic business.

To this very day Ed still maintains as hands on approach making sure that the business continues to operate to his exacting standards.

Ed recalls in the very beginning when one of his first showbags — Spiderman sold more than 60,000 bags in just one year. The business has changed significantly over the years and there are many more brands to consider these days.

TIMELINE HUNTER LEISURE

50 YEAR TIMELINE OF THE HUNTER BUSINESS

1960 — 2023

1960 1970

1960 First Trip to the Orient

1960 Hunter Toys

Rack Toys

1965 Len Hunter Trading Formed

1972 New York Toy Fair 1st Trip

1973 Children's Palace Toy Stores

1973 Croner (January 1973)

First Toy Fair

Focus on Character Merchandise

1974 Bugs Bunny Talking Alarm Clock

Disney Distribution 100%

1974 Planet Of The Apes (Ape Man)

1975 Croner 100% Rights

Walt Disney Distributing Company

1975 Jaws

1975 Dakin Plush

1976 Spider-Man Web Blaster

Sesame Street Radio

Colour Forms

Bugs Bunny Kodak Camera

Flintstones Record Player

1976 Live Character Appearances

Spider-Man & Bugs Bunny

1976 Ed Veale Launches New Concept Imports Division

Sampling and Plush

Carnival/Showbags/Live Events Merchandising

1976 New Office in Racevourse Road Flemington

1976 Hansa Business Aquired

1977 Jumbo Business Aquired

Holly Hobby

Sesame Radio

1978 $1 Million Ad Spend On TV — 1978

Young Talent Time Product — 71-88

Total Australian Toy Market — $275 Million

Hulk Rage Cage

1979 Buck Rogers Launched

1979 Mego (Superman, Batman, Robin

Aquaman, Wonder Woman, Spider-Man, Hulk)

"Created Action Figures for Boys Category" (Toltoys Distributed Mego '75-78)

1979 8 Inch Boys Action Figures Range

Smurfs

Japan Toy Fair Trip

1979 DISTRIBUTION PARTNERSHIPS

Janex, Imperial, Walt Disney Trading Co., Sesame Street Licensing Bandai, Tomy, Takara, Epoch and Sylvanian Families

1980

1981 BRM Article

1981 Smurfs

VFL Plush

Superheroes Range — Marvel & DC

Sesame Street Plush

C.H.I.P.S

Dukes Of Hazzard (HG Toys)

Disney Plush

Mr Men Plush

World Series Cup Cricket Game

Magna Doodle (Tyco)

1982 Rubber Dub Doggie (Ideal)

Licensed Balls & Inflatables

Dakin Plush

World Series Cricket Game

Star Trek

1983 The A Team

Boglins

1984 Australian Olympic Plush LA Games Willie

1984 Pound Puppies (Irwin Toys)

1985 Sylvanian Families

1986 ALF Plush Doll — 300,000 ($10 Million)

1986 Crash Dummies

1986 BRW Article (1986)

1988 ATA Toy Awards — Croner Sweep Awards

1988 Dino Riders

Zaks, Backwords, Sylvanian Families

1987 Thomas The Tank Engine (Tomy)

1988 Gumby

1988 Expo 88 Brisbane

1988 Comedy Company Game

It's A Knockout Game 200,000 Almost Anything Goes Game

1989 Tiger Electronics Handheld Games

DISTRIBUTION PARTNERSHIPS

Tyco, Playmates, Galoob and Azrak-Hamway, Tomy, Tiger Electronics, Bandai, Toy Biz, Applause, Eden, Epoch, Ideal and Illco

50 YEAR TIMELINE OF THE HUNTER BUSINESS

1990 TMNT February — Playmates

$100 Million Retail Sales Concept Licensing Division Formed BRW Article

1991 Revel Mongram Acquisition Stationery Introduced Sesame Street Toys (Illco)

1993 TYCO/Croner Merger

1993 Hunters Toyline Huffy Bikes Intex Inflatables

1993 Cyclops Business Aquired

1994 Hunter Leisure Business Name Established (17/03/94) Power Rangers Toys (Bandai)

1995 Matchbox

1995 John Sands

1996 Tickle Me Elmo Tyco Purchased by Mattel

1997 Hunter Toyline/Hunter Sportsline/Hunter Giftline Divisions

1998 South Park Plush

1999 Major Sporting Goods Focus (Spalding, NBA, Bolinger Weights)

Slinky and Presstik

Stationery

Distribution Partnerships (Toymax, Gund and Rubies Costumes)

2000 Hunter Leisure Pty Ltd Formed (18/4/00)

Stationery Outdoor Plush Balls

Craft Science

2000 Sydney Olympics Plush

Major Sporting Goods Focus

2001 Hyper Extension Shanghai HQ Opens

Licensed Stickers Program

2002 Back To School Stationery

Major Disney Program

2003 Scrapbooking Craft Trend

2004 Hyper Major Catalogue Ride Ons, Scooters, Bikes

Playground Plastic Garden/Beach Toys

Hunter Service Field Service Assembly Team Established

2008 Playworks Acquisition

2010 Stationery

Outdoor Balls

Craft Science

Licensed Arts & Craft Cyclops

Costumes

Slumber/Sleep/Playtents

2010 Leisure Dynamics Aquired

2012 Kaleidoscope Craft — Launched

2013 Cyclops 100th Anniversary

2014 Gift Playground Online Retail Launched

2016 Anthony Hunter Appointed MD — Hunter Leisure Hello Sunshine Nursery — Launched

Canal Slime — Launched

2017 Laser X Hyper Bounce Ball

2019 Educational Puzzles & Games Introduced

2020 Stationery Outdoor Balls

Craft

Licensed Arts & Craft

Seasonal Craft Cyclops

Kaleidoscope

Hello Sunshine

Bondi Aquatic

Laser X Smithsonian

Canal Toys

2020 Showbag World — Online Showbags Bluey — Launched

2021 Minecraft — First Outdoor Toys, Bikes , Sporting Goods and ProjeX

2022 Jada RC Distribution Style 4 Ever — Airbrush Plush

2023 Cyclops 110th Anniversary

HYPER EXTENTION BIKES

A DIVISION OF THE HUNTER LEISURE BUSINESS WITH MATTHEW CLARKE

HYPER EXTENSION BIKES

A DIVISION OF THE HUNTER LEISURE BUSINESS

The bike business has played an important role in shaping the Hunter business. They have been active in this space for many years now and they play in both the generic bike space and the licensed bike ranges, leisure items and helmets.

Matthew Clarke and his daughter Cynthia have been partnering with John since 2001.Their no-fuss attitude and can-do approach sees them developing and producing ranges for retailers around the world. Their operation in Shanghai has 40 support staff who all keep up with the trends and fashion directions of the time.

As part of the 50 Year celebration of Hunter Leisure, we interviewed Matthew Clarke who heads up Hyper Extention with John Hunter.

Matthew, when was Hyper Extension's first trading year and have you been with the business from its inception?

After working with firstly with Jeff Hunter and then John Hunter at Hunter Leisure I set off to China in 2001 to establish a manufacturing, sourcing and product development company, hence Hyper Extension was born. John and I formed a formidable team in the Australian and NZ markets.

We shifted the original Hunter Plastics range to China to help reduce costs, started sourcing home fitness and was only the second company in China licensed to manufacture bicycle helmets to Australian standards. The company grew quickly by changing the face of many product categories by selling direct FOB and re-

establishing prices points sometimes 50% lower than they had historically been. We began to focus more into the wheel toy business, selling anything with a wheel, bikes, scooters, skate, skateboards, go karts and worked with John in the kid’s furniture and camping segments.

John and I have partnered in Australia since the beginning and then we established factories and offices in China.

Where does Hyper play in the overall Bike business?

Always difficult to say with limited industry data and the comparison between FOB versus domestic suppliers but in terms of unit sales we have always fluctuated in the top 5 suppliers in the outdoor segment.

What are your most memorable licensed bikes from over the years?

The original Disney Frozen was probably the most memorable for me. To start from relative low expectations and end up being a three year phenomenon is hard to match.

Can you identify some of your best performing items?

No doubt we have be fortunate enough to have been involved in a lot of hot categories over the years, from the whole micro scooter craze which developed into a completely new sport of stunt scootering, to retro plastic skateboards but really our success has come from having a diverse range, of good quality, everyday product that met the trends of that period.

We have never focused on the TV lines, just stuck with the basic and made them well.

What was the business like in the early days as you remember?

It is a classic saying but only if we knew then what we know now it would have amplified our successes 10-fold. But still, there was no denying we worked hard to establish our manufacturing base in China and equally so John and his team at Hunter Leisure do a great job in sales, marketing, licensing and customer service.

The combination of on the ground sourcing in China and John’s longestablished network throughout Australia and New Zealand was a great recipe for success.

How do you see the business into the future?

In any business there will always be challenges, but if you are willing to evolve with the times then there is always a pathway to move forward and keep the business progressing in the right direction. The obvious opportunities that were in China 20+ years ago are certainly not what they were but if you are still willing to work hard enough you can still find the gems amongst the rough. We continue to remain bullish about the business and the opportunity to provide consumers with great value, high quality products.

How do you see the Cyclops brand as an Iconic pillar in the bike business?

Amazing to think an Australian brand Cyclops has been going for over 100 years and as its slogan says, it has been truly part of growing up in this great country. We hear from so many people about how they once had a Cyclops trike when they were kids, and it has been a privilege to have been a part of continuing that tradition.

Perhaps a few words about John remaining in business for 50 years and your relationship with him?

John Hunter is a remarkable person, he has a dogged, “never take no for an answer” management style which a lot of people would not have the audacity to pull off. When many would have walked away with their

tail between their legs, John would always persist and persist until he gets a satisfactory outcome. His passion for the business is only rivalled by the love for his family and of course the game of golf! His passion and ambitions remain as strong now as they ever did, you cannot be anything but in awe of his unwavering resilience and longevity in the industry. A truly inspirational figure.

REFLECTIONS

KEY INDUSTRY FIGURES

REFLECTIONS ON JOHN HUNTER

HUNTER LEISURE REFLECTIONS FROM KEY INDUSTRY FIGURES

ANDREW SKINNER

John A solid gold anniversary. Well done you!

Skins

YVONNE KING

We’ve had the pleasure of partnering with Hunter Leisure many times over the past 30 years for some of the biggest brands in the market. At the heart of all their success is their passion for product and ability to make things happen. From the dizzying heights of South Park to the return of the Turtles which they brought to the market the first time it hit; we’ve enjoyed some fabulous successes. And even through the not so successes… we’ve always enjoyed a great friendship & alignment on delivering compelling programs to retail. Plus, they’ve got the biggest shed I’ve ever seen. I love sheds... We’re looking forward to many more good times ahead.

John Hunter is one of the good guys in the toy industry who is well respected by many. His years of experience ensures he knows how to pick the next best-selling product. I am very fortunate to have worked with John over the years.

What an achievement! Congratulations to John Hunter and the whole team at Hunter Leisure on their 50 years in business. Hunter Leisure has been a long time Warner Bros. Discovery licensee and this incredible milestone should be recognised fully after 50 years of hard work and dedication by many. Cheers to many more years of growth, success, and achievements in the future.

STEVE WILLIAMS

ANDREW BROMELL

JOHN HUNTER AND HUNTER LEISURE

JOHN

REDENBACH

Congratulations to John Hunter and the Hunter Leisure team on their 50th anniversary. They have always delivered for The Wiggles and have been a great partner of ours over the years.

ALEX ISHCHENKO

Congratulations on 50 magnificent years in business John, Anthony, Felicity, Tom and the Hunter Leisure team. We are proud to have been partnering with you from the very early days. Thank you for your huge contribution to the licensing industry and we look froward to seeing what's in store for the next chapter. Congratulations on this incredible achievement.

From everyone at The Walt Disney Company ANZ.

CONGRATS ON A PUP-TASTIC 50 YEARS!

FROM YOUR FRIENDS AT

HAPPY

ANNIVERSARY

to HUNTER LEISURE from all your friends at

To our incredible, long-standing partners Hunter Leisure!

Congratulations on fifty tremendous years of creating fun, innovative and memorable play moments for Australian kids and families. Hereʼs to another 50+ more to come!

Naomi, Lou, Olivia, Maddie and Georgie

Mattel Australia Licensing Team

Congratulations John Hunter

You have been a power house for so many years and you should be very proud of all your achievements.

It's fantastic to see your children following in your footsteps.

David Hendy

On the first day of my advertising career, my boss, Tony White, took me out to Croner Trading to meet my first ever client - John Hunter, and his marketing manager Gil Lockhart.

It was 1981, about the same time as this photo was taken. I'm proud to say that here we are in 2023, some 42 years later and John Hunter is still my client and my friend.

Congratulations John on a lifetime of success in the Toy Industry. Skins

BEST WISHES JOHNNY! Congratulations

I was recently surprised by call from an old friend Tony Bugg, whom I had not seen or spoken to for over 30 years. He told me that my name came up in his conversation with you, regarding whom you considered to be a nemesis, during your 50 years in the toy biz.

Well, I have to also say, that of all colourful characters in those fabulous years, when the toy business was the wild west of opportunity, Johnny Hunter was the one I had to try to out manoeuvre to get to the next big thing. Whenever there was a sniff of a new big hit, I knew I had to get on a plane to try to get the deal done before Johnny, who was either likely to be ahead of me or very close behind. I remember numerous great deals and numerous misses, all with your shadow lurking in the ether.

I remember you once asked me whether I was planning to go to New Zealand for their Toy Fair, commencing on the following day. At the time, we were both quietly negotiating to expand our empires by purchasing a company there. I denied that I was making the trip and so did you, but we both knew that was mutual BS to try to throw the other off the scent.

When I arrived at the Auckland terminal luggage carousel, I was instantly surrounded by customs officers and escorted into a room, where I was left to wait alone for a considerable time. I guessed I was being watched through the mirror on the wall. Eventually I was interrogated for another hour or so and told I could leave. I asked the officer in charge, why I was detained and was told they had received an anonymous tip that I was a villain and up to no good. Johnny, I have no idea whether this had anything to do with you, or our discussion on the prior day, and I donʼt really want to have this mystery solved, as it is a fun to think about it.

If there is anyone who should have the title ʻMr. Toysʼ of Australia that would be you John, for 50 years of successful trend setting leadership in the category.

Steve Glatt

Congratulations

WHAT A MILESTONE!

John, what a milestone…

50 years in the fickle business of Toys and an 80th birthday to match - well done!

Tony Lee employed me in February 1984 to be the NSW rep for Croner Trading and I vividly remember carting around samples of A Team figurines etc and wondering if I could sell any of these things and low and behold there was a market – a huge one at that. I wish I had a MIB B.A Baracus or A Team van floating around at home now.

Croner had an enormous stable of winners with the # 1 being TMNT…

But others like:

• Oopsie Daisy Doll

• Baby loves to Talk 1992

• Power Rangers 1994

• Alf Dolls - again another I thought had no chance and was #1 toy in 1987

• Crocodile Mile and Slip N Slide in 1993 – the days of water restrictions…

• Crash Dummies 1992

• And who can forget our Olympic mascot Willie Koala and other plush like Garfield and Ossie Ostrich

All to name but a few.

What in fact am I saying here - JVH had an incredible knack for picking winners as borne out by the list above. I learnt a lot at Croner over my 13 years with the company and have John, his management and staff to thank for that.

Today I still work with John as the NSW Sales agent for HUNTER LEISURE.

Congratulations Mate, you deserve the accolades.

Stephen Bodden

Congratulations

CONGRATULATIONS

TOY BUSINESS

JOHN ON YOUR 80TH BIRTHDAY AND YOUR 50TH YEAR INVOLVED IN THE

BOTH GREAT MILESTONES IN YOUR LIFE.

I commenced employment with Croner Toys in 1983 and finished in 1996.It was a great time in my life.

Through your business skills and your very keen eye for product, Croner Toys enjoyed enormous growth during that period, and became the place to be in the Australian Tov Business.

Acquiring many brands and products for distribution into the Australian Market. There are too many to name, but I can recall approximately 25.

The ones that come quickly to my mind are as follows:

• Teenage Mutant Ninja Turtles - An obvious standout. (what a ride!!!!)

• Alf

• Power Rangers

• A Team

• Go Go Balls.

• Dino Riders

• The list goes on!

Brands such as Tomy, Tyco, Bandai, Imperial Toys, Disney Pressman. Games etc.

On a personal note, thank you for your guidance during my 13 year tenure at Croner.

The experience has greatly assisted me and my family in our life to this point in time.

Hope to catch up with you soon.

Terry Hanks

50 YEARS IN BUSINESS! Congratulations

John Hunter... where do I start? I could write a chapter on this but will try to keep it brief!

Iʼve known John Hunter for as long as Iʼve been in the industry (which is a long time!) and iʼve seen him merge businesses, buy businesses, de-merge and become a licensing agent!

One of my favourite memories was when I was a toy buyer at Venture stores. John had a 50th Birthday party with a ghoul theme and I dressed as Dracula and Carol dressed as a witch. He had a wax model on a slab with an apple in her mouth and down in his backyard he had tombstones carved out.

He over time bought John Sands Games Company, Hansa Toys, Jumbo toys, the Super Action Sports Works brand from Tony Pistakakas, George Kasseʼs ball businesses and A West for the Reliance brand, and of course Cyclops, which is probably the most iconic wheel toy brand in Australia. He also, with his son-in-law, developed the Hyper Extension bike/wheel toy business which has been very successful.

He is a shrewd businessman with an eye for good people and brands and he is also a dedicated family man. When Ideal Australia went into receivership, he asked Gary Hutchens to work for him. I think Gary at that time was one of the most astute product guys in Australia and helped John really get into the toy business proper with his contacts around the Globe. Together they had hit after hit with products such as A team, Magna Doodle, Dale Buggins, stunt bike, Shaper Stompers, almost anything Goes board game, just to name a few, however one of their largest successes was an Alien from Space called Alf (that ate cats) and of course the first launch of Teenage Mutant Ninja Turtles in 87/88

I was at Big W at that time, and we placed it front page of our (then October) Toy catalogue. It caused a riot in some storeʼs layby queues out the front door. It was so huge it was out of control, and John started a licencing Company and became his own agent! His activities in Australia came to the notice of Tyco in the U.S and they "merged" and became Croner Tyco, however Tyco also allowed John to continue "passively" in the toy business. Big mistake! No such thing with John!

Tyco was later bought by Mattel, and I still remember one of his largest sellers at the time... Magna Doodle. I think at that time he then changed his name to Hunter Leisure. The Turtles financed his building in Tullamarine and whilst I'm not privy to the financials I'm sure it was paid off quickly with the revenue! Tyco was also responsible for the worst TV promoted item John distributed. Magic Potty Baby... no more than a rag doll that came with a flushing toilet with sounds and yellow liquid! One of my Big W colleagues at the time called it the "Berocca Baby." After a week of TV, I called Gary and asked him to cancel the TV activity and convert it to assisted markdowns, which he did, and we cleared it at 1/2 price!

John has built his business on distributing locally which of course has become harder over the years with Overseas Companies opening their own branches in Australia. Itʼs now difficult being a toy distributor. John decided to get into the ball business and bought George Kass's business (he was distributing the John and Mondo brands). They were basically, after the purchase doing some licenced balls and basic glossy and knobby balls. Years later when Spartan went into receivership he enlisted Tony Foster, one of the best in the business. Tony opened new opportunities such as cricket and sports and play balls. To cement his position in this category John commissioned inflation stations for sports balls and toy balls in Qld, Vic and WA. This not only saved the obvious freight costs but made him very competitive and almost unassailable.

He is the King of the ball business and sells literally millions of balls per year. John is still extremely passionate about the Toy and Wheels business and still plays an active role in the business. Some men never grow up!

John Redenbach

HUNTER LEISURE

ON REACHING 50 YEARS IN THE TOY & LEISURE INDUSTRY

As one recalls the many products and categories that have emanated from its stable, all have carried the one trademark synonymous with the brand: John Hunter.

John's enthusiasm and sharp eye for product has been one of his strengths that has driven the business over the many years.

His infectious personality, cheeky grin and knowledge of the industry both locally and globally, along with the many associates and friendships he has forged out, is testament to the success and continued longevity of Hunter Leisure.

Well done, a fantastic milestone and achievement and wishing you continued success in the years ahead.

CONGRATULATIONS TO JOHN AND HIS TEAM ON

ACHIEVING THIS REMARKABLE MILESTONE

I worked with Croner which was an exciting and demanding job. Croner was at that time the largest toy and associated goods, marketing and distribution company in Australia.

It had a successful philosophy of diversification, flexibility and capitalising on opportunities. John had over the years developed strong ties with our licensing partners and Croner was therefore, the Australian force behind hits such as Teenage Mutant Ninja Turtles, Power Rangers, Superheroes Alf, and Smurfs to name but a few.

It was a great ride!

Gary Hutchins

Terence McEvey

HUNTER LEISURE Congratulations

The complexity of doing business today is daunting and to have remained in business for 50 years is a milestone worth celebrating. After researching the journey of the Hunter family, and more particularly John Hunter and his businesses, it is most evident that his formula has stood the test of time.

From humble beginnings he has been able to regularly identify great toys and leisure products which have become the foundation of Hunter Leisure. Add to this his very successful carnival division managed by Ed Veale for close to 50 years, and his bike business run by his son-in-law Matthew and daughter Cynthia, and you have an operation which has become focussed on diversification.

Now with John's children, Anthony, Tom, Felicity and Beth as part of the business, it is comfortably positioned to continue for the next 50 years!

Congratulations to John and the Hunter Leisure Team for this great achievement.

Tony, Matthew and The Toy Universe

Congratulations

MR JOHN HUNTER TOY ENTREPRENEUR EXTRAORDINAIRE

John has been a stalwart of the Toy Industry in Australia and overseas for many years. He is a great judge of product with a keen eye for a sales opportunity! John is well respected by many in the toy and retail industries and has built a very successful business over the decades with his product selections such as ALF, Thomas the Tank and the inaugural launch of TMNT!

My memories of John date back to the early days of Croner Toys where he taught me some of the many vagaries in the toy industry. John was always the unassuming one in the background and was ably supported by his Marketing team (Gary Hutchens) and Sales team (Tony Lee) which made Croner and later Croner Tyco toys one of the best toy companies in Australia. They used to dominate the toy television commercials and Toy Fair toy awards in the 1980ʼs!

John took risks over the years with products and even formed his own licensing company (Concept Licensing) for TMNT. John is an astute operator who has made good in the ever-changing toy industry for over 50 years!

John is a doyen of the toy industry who has earned his place as one of the best “toy guys” around. It has been my pleasure to work with John over these last 40 years and consider him a friend.

Steve Williams