The Toy Universe Magazine — Edition 9

ORIGINAL THE MAGNETIC CONSTRUCTION BRAND

TOY TRENDS AND NOSTALGIA FROM THE EDITOR

How is the Toy Industry looking as at April 2024? According to The Toy Association, experts predict a continued decline in sales in 2024, though at a slower rate than 2023. Given the rise in interest rates and the cost-of-living increases across the board, this is not surprising. Interestingly there is some optimism for categories including sustainability, classic characters and established entertainment franchises, and educational toys.

As was highlighted in the recent "Retro Active" column posted on The Toy Universe website, there has also been a resurgence in retro toy trends and nostalgic brands as well. We asked Naomi Sheahan (Head of Licensing at Mattel Australia & New Zealand) and Charlotte Payne (International Licensing Director at Cloudco Entertainment) what has been the single biggest contributor to the resurgence of Barbie and Care Bears respectively over the past few years and here is what they had to say:

Naomi Sheahan: Culturally relevant marketing and impactful brand tent-poles along with decades of inspiring stories and heritage have ensured Barbie has remained timeless with girls and fans of all ages. Empowering girls through the ‘you can be anything’ brand campaign and developing a comprehensive and innovative range of consumer products that tie back to this has also ensured strong placement at retail. In addition the global ‘Barbiecore’ phenomenon, tapping into Barbie’s signature pantone 219C colour in halo and mass apparel alike has also been a huge contributing factor in keeping Barbie top of mind and culturally relevant.

Charlotte Payne: The resurgence of Care Bears in recent years can be attributed to several key factors. Firstly, nostalgia plays a significant role, as adults who grew up with Care Bears in the 80s now introduce the brand to their own children, creating a multi-generational appeal. Secondly, our ongoing commitment to storytelling and creating meaningful content has kept the brand fresh and engaging. Additionally, partnerships with like-minded companies and influencers have helped expand our reach and connect with new audiences. Finally, the Care Bears’ timeless message of love, kindness, and empathy has resonated in today’s world, making them more relevant than ever.

It is certainly an interesting time however it is important to remember that these things evolve as trends over time, and what is now a tough market will most likely return to a buoyant market again in the not-too-distant future.

We hope you enjoy this edition of The Toy Universe!

AXIS TOYS & GIFTS

Unleash a World of Fun & Creativity with Sassi's New Range Additions!

Axis Toys & Gifts, the Australian distributor for Italian publishing house Sassi, has recently launched new additions to their fast-growing Sassi Arts & Crafts Kits. The company has introduced a new mega-sized craft range and more titles to the original range. This move is expected to further strengthen Sassi's position in this category in 2024.

All of these kits are beautifully packaged in a gift carry case. Upon opening, each kit reveals a tray brimming with engaging activities.

MARKET-READY INNOVATION PACKED FULL TO ENTICE

With their finger on the pulse of what sparks joy in children, Sassi’s new Mega Art and Craft range aligns perfectly with toy retailers' aspirations to deliver products that resonate and offer value for money.

Each set is packed full, of fun illustrations and an array of interactive elements to unleash creativity including 3D models, dioramas, stickers, mini models for play within the activities, scratch art sheets and paper glitter and squares to make everything sparkle! If that's not enough, there's a 32-page activity book to keep them busy for literally hours! FSC Certified as per all Sassi’s printed range.

The Mega Arts & Crafts range includes five popular themes — Unicorns, Princesses, Dinosaurs, Mermaids & Vehicles available now. Retailing at $39.99, these larger sets allow retailers to upsell from the existing travel-size Sassi Art & Craft Kits, which retail for $21.99. Perfect for those key holiday and birthday milestones. The titles cover everything from classics, such as Dinosaurs and Fairies, Holidays, My Day, and Space, to new titles, including The Earth, Human Body, and Christmas.

A WONDER OF GAMES AND PUZZLES WITH SASSI

In Sassi’s game segment, there are six new gift-boxed games. Each features vibrant illustrations and fun fact books, which Sassi is best known for. The lineup includes several classic games such as Snakes & Ladders, and Ludo, reimagined in Sassi’s playful and clever value-added style. Each gift-packed game also includes a board book. While their 40 piece puzzle range keeps expanding with new titles including Flowers, Trains, Firefighters, Insects Animals and Birds — all featuring 3D pieces and again a true Sassi point-of-difference with a complementing board book to expand topical interaction.

Based on demand, Sassi has notably expanded their "My First" board book series, catering to early learners with a broad selection of themes from friendship and family to STEM. The latest May shipment brings more innovative sound books and pocket-sized touch-and-feel editions covering diverse topics such as STEM and environmental themes. With an RRP of $19.99, these new additions make the series an appealing and affordable resource to nurture young readers' love for learning in a handy practical format.

The Sassi team understand that parents are looking for more than just entertainment for their children; they're seeking opportunities for growth, learning, and moments of genuine connection — something they can enjoy together. That's why Sassi, is focused on developing products that aren't just fun but are substantial in content, designed to challenge young minds in a supportive way.

For those who value the importance of both education and environmental stewardship, the range offers a conscientious choice.

TO FIND OUT MORE ABOUT SASSI'S RANGES VISIT:

MY SINGALONG WITH CATTERS & MOUSEMAN PODCAST

My Singalong with Catters & Mouseman is a new music podcast for preschoolers that provides 30 minutes of quality off-screen entertainment to help parents, carers and teachers get children to take a break from the screens and instead listen, laugh, sing and dance to quality audio content.

READ MORE

SWIM ESSENTIALS APPOINTS AXIS TOYS & GIFTS FOR ANZ

Introducing Swim Essentials, the ultimate solution for a stylish and safe summer! The Dutch-designed range offers a variety of playful swimwear, textiles, safety essentials, and even pools and inflatables. With a new collection every year, retailers are assured to have the latest must haves available.

READ MORE

MOOSE TOYS AND MRBEAST JOIN FORCES FOR MOST ANTICIPATED NEW LAUNCH OF THE YEAR

Moose Toys have announced an exclusive partnership with MrBeast (aka Jimmy Donaldson), avid philanthropist and massive digital creator, to co-create an entirely new brand. Destined to be a category disruptor, this new line for fans and kidults are an enticingly collectible action figure range overlayed with incredible, never-before-seen innovation. The co-created line represents MrBeast’s new line of figural merch and is slated for a Spring ’24 launch. The extensive line is packed with his signature panther character designs that will appeal to fans of all ages.

READ MORE

Embark on a colourful adventure with Bluey and her pals with Hinkler's exciting new INKredibles Bluey range!

Available at

RISING STAR AWARD WINNER

JOSH BONELLO — BMS BRANDS

www.bmsbrands.com.au

INTRODUCING JOSH BONELLO INTERVIEW

Rising Star Award Winner

The Australian Toy Association (ATA) announced the introduction of the prestigious Rising Star Award back in 2017 with a focus on recognising and celebrating the industry’s bright young stars. The award is judged by a panel of independent judges and nominations must be based on individual’s aged 35 or under, who have 10 years or less experience in the industry. This can include their leadership, impact on a business’ culture, significant achievements or any other factor a nominee deems significant.

At the 2024 Australian Toy Hobby & Licensing Fair in February, Josh Bonello (Sales Director at BMS Brands) was awarded the 2024 ATA Rising Star Award. The Toy Universe spoke to Josh about the award and what it means to his business.

Josh, congratulations on winning the 2024 ATA Rising Star Award at the Toy Fair in February!

Thanks! It was definitely a huge privilege to be honoured with this accolade at Toy Fair.

For those who don't know you, can you provide a background about your time in the industry and where you started?

It all started in late 2020, at the height of the pandemic, when I was asked to join BMS Brands in the wake of my father’s death. I was working in a totally different industry, retail

packaging and labelling in fact. David had asked if I would join him and take over my father’s share in the company, but in a more active role. After a lot of thought, I figured why not. So in 2021 I came on board as Sales Director, having not known anybody in the Toy Industry other than a handful of people who knew my father, it was a fair challenge to take on.

I set out putting together a timeline of how we could take on mass market. I did this with heaviest heart and whilst battling my own demons, mainly with depression, I managed to get myself together and get started. I hit the ground running as there was a lot I wanted to accomplish and felt like I owed it to myself, family and to David. That is how the journey began. I have been extremely fortunate to have been given the opportunity and challenge, and the Toy Industry is something I definitely call home now.

Over your journey so far in the industry, what are some of your most proud achievements?

If I am honest, the three years since joining has felt like a lifetime, and for very positive reasons. The first thing that comes to mind in terms of business achievements, was breaking down the door with several key retailers. I really did set my sights high when I started, but managed to get us on board with most of them within a year being a stakeholder of BMS Brands. So being able to do something like that in such a short period of time has been a proud achievement.

“I really did set my sights high when I started, but managed to get us on board with most of them within a year of being a stakeholder of BMS Brands.”

I think it goes without saying, the most recent and proudest moment has been seeing one of our products win Kids’ Choice Award 2024. In terms of personal achievements, managing to deal with and overcome my depression whilst continuing to grow the business, and making new long term-partnerships in the industry is something that I always keep close to my heart.

In your current role as Sales Director at BMS Brands, what are some of your goals for the short to medium term?

It is good question to ask — for the short term, it is to continue on the same trajectory of growth, innovation, and support. I don’t like dwelling on the past, but it is important to understand that given we are all in this together (by we, I mean vendors and retailers alike) I want to continue building confidence in my retailers so

that when the economic conditions improve, the opportunities are more abundant. In terms of long term goals, it is simple: to create a lasting legacy for BMS Brands as a celebrated company in the toy industry.

Given your obvious passion for the industry, how do you see your career progressing long-term?

I hope to look back at this point in time one day many years from now and know that my contribution to the industry was one that had a positive impact on the people that succeed me. I think in terms of where I will be

in my career in the long term will be largely dependent on the retailers that want to join me on the journey now.

Is there anything you would like to add and/or would like to thank?

Other than to express my gratitude to everyone in the industry who has observed and supported my cause as an individual and as a business, thank you to my competitors for always keeping me hungry. To all of my customers — thanks for putting food on my plate and to our staff at BMS Brands, thanks for putting up with me! David and Stuart Smith — if I didn’t take them up on the offer, this would never have happened.

And lastly, the biggest thanks goes to Marco Bonello — my father. The legacy he left on the book industry continues to be prevalent long after his passing. So I dedicate the 2024 Rising Star award to him.

BY GRAHAME GRASSBY

WHAT’S THE BEEF?

STORIES FROM GG'S TOY BOX

WHAT’S THE BEEF? BANANAS IN PYJAMAS IN BRAZIL

In July of 1996 after the New York Licensing Show, I visited Rio de Janeiro and Sao Paolo in Brazil.

In Brazil, the central bank of Brazil prohibits Brazilian companies from making any payments out of the country to pay for potential future earnings and in effect, this makes the payment of advances to acquire the intellectual property rights for international properties not possible, which in turn makes doing business in Brazil with an overseas licensed property a little tricky.

Ana Kasmanas from Exim Brazil, the ABC’s licensing agent for Bananas in Pyjamas, had organized a dinner in Sao Paulo with the top two Japanese executives from TOMY Toys Brazil to discuss the Bananas in Pyjamas toy rights, where Bananas in Pyjamas had become a massive hit since going on air in January of that year.

Faced with the situation of advance payments not being possible from Brazil, TOMY Toys Brazil had a novel idea, and at our dinner asked if the ABC would accept a small herd of valuable Kobe beef cows in lieu of an advance royalty payment in order to secure the Bananas in Pyjamas master toy rights for Brazil.

I’d not been offered a herd of cows before but on the spot, I made the presumption that the ABC would not want to get into the cattle ranching business in Brazil, and I replied to the TOMY executives that the ABC couldn’t accept their kind offer of Kobe beef cows but that I was happy to proceed to appoint them as the master toy licensee for Bananas in Pyjamas in Brazil without the need for an advance payment and that we would proceed on this basis.

Lots of nodding, smiling, toasting, more nodding, toasting, smiling, a bow and a handshake and the deal was done.

As they say in Japan, BANANA PAJAMA!

And that is how the ABC managed to be paid its royalties, but not with an advance, for Bananas in Pyjamas toy sales by TOMY Toys out of Brazil.

No advance, no worries mate.

By Grahame Grassby

THE AUSTRALIAN

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

Australian Toy Association

THE 2024 TOY HOBBY AND LICENSING FAIR A SUCCESS!

The 2024 Australian Toy Hobby and Licensing Fair has now closed it’s doors for another year and from all accounts it was a great event for all. Over the four days we had more than 5,400 industry members through the doors including exhibitors, retailers, licensors and media companies.

The Fair showcased thousands of innovative products slated for release this year, highlighting award-winning toys and licenses, emerging talents, and established figures in the toy industry. It also spotlighted remarkable women making strides in the business.

The event takes place from Sunday 2nd to Wednesday 5th March 2025 and we encourage you all to save the date as we plan for another successful event for our Industry.

Next on the ATA calendar is the Toy Trade Golf Day. This fun networking event offers an opportunity to get out of the office, dust off your clubs and come join us for a round of Golf at Kew Golf Club. All proceeds will go to the ATACF, ATA’s charity supporting children and families in need. The event takes place on 6th May and if you miss out on this, we are planning more networking events later in the year.

TURN THE PAGE FOR PHOTO GALLERIES FROM THE TOY HOBBY & LICENSING FAIR

STARTING ON PAGE 16!

In June, I'll be attending the International Council of Toy Industries (ICTI) conference in Beijing, where associations worldwide convene to address pertinent issues and explore collaborative opportunities. It's a chance to exchange insights and strategies on a global scale.

Meanwhile, the ATA team is hard at work preparing for our Sydney Mid-Year event, slated for Wednesday June 26th and Thursday June 27th, at Rydges Hotel in Parramatta. While exhibiting is exclusive to ATA members, industry professionals are welcome to attend for networking and procurement opportunities. Don't miss the evening function on Wednesday, promising great food and drinks for mingling and networking. More information will be coming soon so keep an eye out on your inbox for further details.

June also marks the inaugural 'International Day of Play' on June 11th, designated by the UN General Assembly. Let's take this opportunity to underscore the significance of play in children's mental and physical development by spreading this important message far and wide.

There is more to the ATA than just our events of course. We provide safety & compliance advice, industry data and access to exclusive and informative webinars.

If you aren’t a current member and would like to discuss ATA services and opportunities, please feel free to contact us at admin@austoy.com.au.

AUSTRALIAN TOY ASSOCIATION

TOY HOBBY & LICENSING FAIR

GALA DINNER

The Australian Toy Association held its annual Gala Dinner, proudly sponsored by The Walt Disney Company and Jasnor, at the Crown Palladium Ballroom at the Toy Hobby & Licensing Fair. Over 500 guests witnessed the induction of Tony Oates & Gary Hutchens into the ATA Hall of Fame, as well as Josh Bonello of BMS Brands receiving this years’ Rising Star Award. Winners for Licensing, Product of the Year, Judges Choice and Kids Choice Awards as well as Environmental & Sustainability were also unveiled. PHOTO GALLERY

Gala Dinner

AUSTRALIAN TOY ASSOCIATION

TOY HOBBY & LICENSING FAIR

DAY 1 OF THE FAIR

Toy Hobby & Licensing Fair

The Australian Toy Association hosted the 2024 Toy Hobby & Licensing Fair in February at the Melbourne Convention and Exhibition Centre. With an impressive showcase of around 200 exhibitors and an impressive gathering of 4,000 enthusiastic attendees, the fair proved to be an extraordinary and exhilarating experience for all. Celebrating the remarkable success of this year’s Trade Only Event, we are thrilled to unveil the eagerly anticipated dates for the 2025 event! So, block out your calendar for the 2nd – 5th March.

PHOTO GALLERY

AUSTRALIAN TOY ASSOCIATION

TOY HOBBY & LICENSING FAIR

25 YEAR CLUB

25 Year Club Celebration

The Australian Toy Association welcomed 16 new members to the 25 Year Club earlier this year at the 2024 Toy Hobby & Licensing Fair: Wendy Ungar, Justin Carroll, Ross Hipkins, Keith Brown, Adrian Backx, Myer Zamek, Kate Ingwersen, R. John Taylor, Phillip Matthew, Sandra Evans, Ed Veale, Cameron Hill, Janice Barnett, Les Barnett, Jervis Ward, and Grant Matthews.

PHOTO GALLERY

AUSTRALIAN TOY ASSOCIATION

TOY HOBBY & LICENSING FAIR

TOY BAR CELEBRATION

Toy Bar Celebration

After the conclusion of the 2024 Toy Hobby & Licensing Fair, the Australian Toy Association hosted the eagerly anticipated Toy Bar exhibitor drinks. The atmosphere buzzed with excitement as exhibitors flooded in, creating an electrifying ambiance ripe for networking opportunities. The turnout exceeded expectations, amplifying the success of the evening and fostering memorable connections among exhibitors!

Women In Toys

Christie Nicholas from Mumpower then took the stage as host Host, accompanied by Jessie Gardiner, Director of Sales — Australia at Jazwares, Annabel Williamson, Buyer for Kmart, Bethan Jones, Commercial Director — Hardlines at The Walt Disney Company, and Julie Cavanagh, the Director of Cavanagh PR. PHOTO

The 2024 Women in Toys event at Toy Hobby & Licensing Fair, proudly sponsored by Jazwares, was opened by a video message from Laura Zebersky, the President of Jazwares.

TWO AUSSIE BRANDS JOIN FORCES TO BRING YOU BABY'S FIRST BATH

MIZZIE THE KANGAROO X B.BOX

www.mizziethekangaroo.com

MIZZIE THE KANGAROO x B.BOX

Two Aussie Brands Join Forces

Mizzie The Kangaroo have launched 'Baby's First Bath', a limited edition co-branded product with another great Australian, female founded brand, b.box. 'Baby's First Bath' is more than a bath set — it's a gift set that will nurture and protect our little ones. This special bath set includes two Award-winning products: a mini Mizzie, Australia's Original Natural Teething Toy® and b.box Cleanse Hair and Body wash, both carefully crafted with natural ingredients and designed with the safety and well-being of little ones in mind.

Babies spend so much time in the bath from their first day at home. This time can be stressful and overwhelming. Baby's First Bath will help bath time be a more relaxed and enjoyable time, with mini Mizzie entertaining and soothing baby, whilst the beautiful natural essences and ingredients of b.Box Cleanse soothe, relax and naturally wash baby — not to mention entertain with the bubbles!

What also truly sets Baby's First Bath apart is its unique assembly process, carried out by The Makeables, a notfor-profit organisation that provides employment opportunities to people living with disabilities.

This collaboration promotes inclusivity and support for individuals in the community. By choosing Baby's First Bath, you're not only giving your baby the best in care, you are also contributing to a more inclusive and compassionate society. Mizzie The Kangaroo loved working with Rogue Printing, who once again co-ordinated the assembly with The Makeables in Brisbane.

Mizzie The Kangaroo are proud of the remarkable journey of the Company's founders, who have worked tirelessly to build their respective businesses from the ground up.

Mizzie The Kangaroo and b.box are shining examples of entrepreneurship, driven by passion, innovation and a commitment to excellence. Through their leadership and vision, they have not only created successful brands but “Mizzie The Kangaroo and b.box are shining examples of entrepreneurship, driven by passion, innovation and a commitment to excellence.”

have also inspired others to pursue their dreams and help tp make a difference in the world.

Baby's First Bath embodies Mizzie The Kangaroo's shared commitment to sustainability and natural living. From the 100% natural rubber from the hevea tree used in Mizzie's teething toy, to the gentle, plant-based ingredients in b.box's Cleanse Hair and Body wash, every aspect of this product reflects Mizzie's dedication to providing safe, eco-friendly options for families.

With mini Mizzie being the world's first recyclable natural teether, and therefore the world's first fully circular natural teether, the whole team at Mizzie The Kangaroo are proud to always have sustainability at the Company's core and to give back to the wider community.

MARC BRICK — PLAYGRO CEO

PLAYGRO FUN FIRST PLATFORM www.playgro.com

INTRODUCING THE PLAYGRO FUN FIRST PLATFORM

We Interview Marc Brick

Playgro has been in the infant toy business for over 30 years and from humble beginnings in Melbourne Australia in 1992, Playgro is now a global business. Playgro recently released its “Fun First” platform which challenges the societal norms around infant performance and placing an emphasis on family fun and enjoyment. The Toy Universe had the chance to speak to Marc Brick, Playgro CEO, about the release of the new platform and what the future holds.

Thanks for speaking to The Toy Universe Marc. Can you provide an overview of the Playgro business and explain your role as CEO?

Playgro has been in business for over 30 years, and is a company dedicated to creating fun, innovative and engaging toys for infants. Our mission is to see the next generation thrive, set by a foundation of play. It’s about fostering development through play and encouraging learning and discovery in the early years of a child’s life. As CEO, my role involves steering the company towards fulfilling this mission by overseeing the broader business development capability, alongside my co-founder Gavin championing product development.

Playgro released the “Fun First” platform in February. Can you explain the platform and its purpose?

Fun First has been in the making for just shy of a year, and we launched to the world on the 28th February, 2024. Fun First, as the name suggests, is all

about giving permission to parents to prioritise fun and play. We noticed that young parents are pushing back on the pressure for their child to look, play or develop a certain way, and we’re actively supporting them to lean out from “perfect parenting”.

It’s also a philosophy that we’ve adopted at a business level, repositioning all of our business operations, product, marketing and sales around how we can prioritise fun and minimise pressure on parents.

Games and play can be competitive however it seems that the “Fun First” platform is focused on fun, minimising stress and mental wellbeing rather than competition?

Correct. Fun First has a big focus on bucking the trend of “perfect parenting”, and the pressure of infant development that has been reinforced by brands for years. Of course, we’re always going to have to do some things as parents that aren’t necessarily enjoyable, but being able to prioritise some time before the

necessary tasks to have some fun and play with your child is ultimately what we are looking to achieve.

How did the “Fun First” idea/ concept come about?

We started our Fun First journey with consumer research, and it was incredibly important to us to understand what’s important to today’s parents. From there, we filtered those insights through to strategy, the creation of the new brand platform, and how we would ultimately activate for our launch earlier this year.

Based on the research, it was incredibly clear to us that the new generation of parents are pushing back in a way that previous generations never have. They’ve grown up with social media, in an increasingly complex and digital world, and as such they’re able to recognise and critique the myth of perfection presented to them onlineand as they have children of their own, that critical eye is turning to parenting.

They’re not interested in performative or perfectionist parenting, and they’re really, really interested in having fun. In fact, 76% of the parents we surveyed said that fun was the most important factor to them when buying an infant development toy.

Can you explain the five ‘spokesanimals’ and how they fit into the platform and your website?

Our Playgro Pals, Penny, Clip Clop, Cleo, Tamika and Roary, are an incredibly exciting element of our new strategy, and a big focus for us on injecting fun and cuteness into the infant development toy category. Each of the five Playgro Pals is an ambassador for a product age range, helping parents and shoppers to navigate our range and find the right fun, for the right age. For example, we have Penny for 0m+ and Clip Clop for 3m+.

If you look closely, you’ll see these characters have already been around the Playgro ecosystem for years, whether it be in product or marketing (Our Clip Clop Activity Rattle is one of our hero products, for example). We’ve given them a makeover and now we’re putting them front-and-centre, so keep an eye out for their fun antics!

The “Fun First” platform will also be adopted internally into the Playgro business. How will this be achieved and what are some of the focus areas?

When you’ve been around for over 30 years, and you’ve grown from a small family business into a global company like we have, there comes a time when we need to freshen things up a bit. We’ve used the opportunity of launching Fun First to mark a real change for Playgro and a new chapter that we are entering into as a business.

We’re focused on helping our teams and our customers to better focus on fun, and prioritise the moments of joy in their lives. It’s also about coming together as a team to celebrate our wins, and focus on the positives, no matter how big or small.

Fun First is a philosophy that we’re taking from the boardroom to a customer meeting and everywhere in between. Whether it’s getting home a bit earlier to make it for bathtime, or simply finding some more time within the week to do the things that are fun to you. We even had an ice cream truck and an office full of balloons on launch day, how fun!

Finally, is the “Fun First” platform something you are looking to develop and further build on into the future of Playgro with new characters and concepts?

Most definitely — This is only the beginning for Fun First and the start of an incredibly exciting new chapter for Playgro. Fun First isn’t just a campaign for us that we will forget about in a few weeks; we’ve changed our business strategy and we’re committed to bringing more fun to parents across the world. We’re currently working on the next ways that Fun First will show up for our customers and consumers, but it’s already flowing through on our social media, website, content and more. Watch this space.

www.playgro.com

Marc Brick, co-founder of Playgro, has dedicated over 30 years to fostering the development of the next generation through play. As a global enterprise operating in over 100 countries and numerous retail outlets, Playgro has been at the forefront of infant development toys since its inception. Marc is renowned for his collaborations with esteemed international distribution firms and globally recognized hypermarkets and retail chains. His entrepreneurial spirit shines through in the growth and success of the Playgro.

MASSIVELY MULTIPLAYER ONLINE GAMES DRIVING INNOVATION IN THE TOY INDUSTRY

In Australia’s rapidly evolving digital landscape, Massively Multiplayer Online Games (MMOGs) such as Minecraft, Fortnite and Roblox have transcended the realm of traditional entertainment properties to emerge as a significant cultural and economic phenomena driving innovation and product development in the toy aisle.

This transformation is not just a testament to their compelling gameplay but also reflects broader trends in social connectivity, digital innovation, and the global gaming community's expansion.

In February 2024 Disney announced its plans to acquire a $1.5 billion equity stake in Epic Games, the developer of Unreal Engine and popular first-person shooter title “Fortnite.” The deal is a clear signal that the entertainment giant hopes to populate the metaverse to come with its homegrown characters and IP.

These MMOG’s have proven to be a fertile source of inspiration for global toy companies in recent times, dominating the sales charts and creating a pipeline of development opportunities to serve the loyal fanbases that have literally grown up with these gaming powerhouses.

FOSTERING COMMUNITY THROUGH DIGITAL INTERACTION

In Australia, as in many parts of the world, the appeal of MMOGs is partly rooted in their ability to create vibrant, interactive communities. Games like Fortnite have become virtual social hubs where players from Perth to Sydney can connect, collaborate, and compete. For instance, during

the unprecedented lockdowns of the COVID-19 pandemic, these platforms provided an essential social outlet for many Australians, facilitating a sense of normalcy and connectedness amidst lockdowns.

THE SANDBOX APPEAL OF CREATIVE FREEDOM

Minecraft, with its limitless possibilities for creation and exploration, has captivated a diverse audience across Australia, from young learners to adult gamers. Educational institutions have even integrated Minecraft into their curriculum to promote creativity, problem-solving, and digital literacy, showcasing the game's broad appeal and versatility.

“In Australia, as in many parts of the world, the appeal of MMOGs is partly rooted in their ability to create vibrant, interactive communities.”

Similarly Roblox as a sandbox oriented platform allows kids to not only create their own virtual characters but to build their own games to challenge their mates and other players on the global stage. Fornite has established itself with huge multi-generational appeal which has seen parents teaming up and challenging their kids in loungerooms across Australia to be the last one standing on Battle Royale Island! With a focus on co-operative play looting, building, exploring, and fighting to overcome 99 other players in the match.

KEEPING PLAYERS ENGAGED WITH REGULAR UPDATES & INNOVATION

Fortnite's ever-evolving landscape, characterized by seasonal updates and live events, has consistently captured the attention of the Australian gaming community. The game's developers have mastered the art of keeping content fresh and engaging, exemplified by collaborations with global franchises and icons that resonate well with the Australian audience, such as the inclusion of characters from Marvel and Star Wars universes. Minecraft & Roblox have also favoured cross over content with well known licensed characters to attract built in fanbases to dip their toes into these virtual worlds.

ACCESSIBILITY AND THE FREE-TOPLAY MODEL

The accessibility of these MMOGs across multiple gaming platforms, including smartphones, has significantly contributed to their popularity in Australia. Fortnite's free-to-play model, in particular, has lowered barriers to entry, allowing a wider demographic to participate.

This approach has not only expanded the player base but also introduced new revenue streams through in-game purchases or “micro transactions” demonstrating a successful business model in the digital age. Roblox ingame currency Robux allows you to purchase upgrades for your avatar or buy special abilities and experiences purchased individually, or through a premium subscription. You can also earn Robux by making clothing and accessories for Roblox avatars or by making making pay-to-play games or games with in-game purchases which has spawned a whole new virtual industry outside the game.

CULTURAL IMPACT AND MAINSTREAM ACCEPTANCE

The cultural impact of games like Minecraft & Fortnite in Australia cannot be overstated. From influencing fashion and music to making

appearances in educational settings, these games have become integral to modern Australian culture. They have also provided a platform for Australian gamers to compete on the global stage, with several Aussies making a name for themselves in international esports arenas.

Minecraft in it’s 15th year stands

as a colossus in the gaming world transcending the digital realm to establish a formidable presence in the physical world of toys and collectibles. This voxel-based adventure game, developed by Mojang Studios, has not only captured the imagination of millions worldwide but has also paved the way for an expansive merchandise program that includes partnerships with major toy companies like Lego & Mattel and a variety of collectibles that appeal to a broad audience.

Minecraft’s journey from a simple sandbox game to a cultural phenomenon is nothing short of remarkable. With its unique, pixelated aesthetic and an open-ended gameplay that encourages creativity and exploration, Minecraft has amassed a diverse fanbase, spanning all age groups. This universal appeal has been a key factor in the success of its toy merchandise program, which has seen significant growth since its inception.

One of the most notable collaborations in Minecraft's merchandise arsenal is with Lego, a synergy that seems almost predestined given both brands' emphasis on building and creativity. The Minecraft Lego sets allow fans to bring their digital creations to life, offering a tangible way to engage with the game’s blocky universe. From intricate scenes and characters to customisable landscapes, these sets have become a hit, both as toys and collectible items, fostering a new avenue for creative play.

Beyond Lego, the Minecraft merchandise line extends to action figures, plush toys, and collectibles that encapsulate the game's iconic characters and elements. These products not only serve as a bridge between the digital and physical play but also enable fans to showcase their love for the game in their everyday lives.

The success of Minecraft’s merchandise program is a testament to the game's enduring popularity and its ability to inspire creativity across different mediums. The advent of a new Minecraft movie from Warner Bros set for release in April 2025 features an all star cast including Jack Black and Jason Momoa. The movie & rumoured follow up TV Series provide a new entry point for fans as well as a host of new merchandise development opportunities.

In the ever-evolving landscape of online gaming, Roblox has emerged as a revolutionary platform in Australia, redefining the boundaries between creation, collaboration, and play. This unique platform allows users to design, share, and participate in an infinite array of immersive, user-generated 3D worlds, making it a standout success among Australian gamers of all ages. Its skyrocketing popularity down under is a function of its engaging gameplay as well as its success in creating a vibrant community and a thriving economy of creators.

Roblox's ascent in Australia can be attributed to its innovative approach that empowers players to become

creators. Australians have embraced this opportunity, contributing to and expanding the Roblox universe with games and experiences that reflect the diverse tastes and interests of its community. This user-generated content model has facilitated an unprecedented level of engagement and loyalty among its users, setting Roblox apart in a competitive market.

Moreover, the Roblox platform's success in Australia is buoyed by its robust ecosystem that supports young developers, who can create and monetise their very own games and experiences. This has not only encouraged new creativity and entrepreneurship among Australian youth, but has also led to the emergence of a new genre of digital creators who are now making significant incomes through their Roblox creations.

Beyond the digital realm, Roblox has made significant inroads into the physical world, particularly in the toy industry. The platform has launched an array of merchandise, including action figures, playsets, and apparel, allowing fans to extend their engagement beyond the screen. These products have been warmly received in Australia, further cementing Roblox's place in the cultural zeitgeist.

As Roblox continues to grow in Australia, it is clear that its success lies not just in its ability to offer an engaging gaming experience, but also in its community-driven model that fosters creativity, collaboration, and entrepreneurship. With its innovative platform and supportive ecosystem, Roblox is not just playing a game; it's shaping the future of digital play and creativity in Australia and beyond.

Fortnite stands out as a cultural juggernaut that has crossed over from being a mere video game to become a global phenomenon. Developed by Epic Games, Fortnite's blend of vibrant visuals, engaging gameplay, and its iconic battle royale mode have captivated millions worldwide. It has unlocked huge opportunities for players, creators, and marketers alike, showcasing a blueprint for success in the digital age. This opportunity is the driver in Disney’s decision invest $1.5 billion into Fortnite developer Epic Games in exchange for a small equity stake in the company and the promise of building out digital worlds based on the company's intellectual property.

Epic Games revolutionary approach to gaming has turned it into a virtual stage for live concerts, brand partnerships, and in-game events that blur the lines between entertainment, gaming, and social interaction. These innovative ventures have not only enhanced the user experience but have also opened new avenues for engagement beyond traditional gaming. For instance, the in-game concerts featuring global music stars like Eminem, Marshmello, Travis Scott, and Ariana Grande have attracted millions of viewers, demonstrating Fortnite's massive reach and its potential as a marketing and entertainment platform.

Fortnite has also been at the forefront of the esports explosion, offering players the chance to compete in high-stakes tournaments with substantial prize pools. This competitive scene has provided a platform for amateur and professional gamers to showcase their skills, fostering a thriving community centred around competitive play. The success of these tournaments highlights the lucrative opportunities within the esports industry, driven by community engagement and spectatorship as well as major sponsorship opportunities for companies wanting to tap into the lucrative opportunities Fortnite fandom presents.

The game has also propelled the creator economy forward through its Support-A-Creator program, allowing content creators to earn from the purchases made by their followers. This initiative not only encourages the production of diverse Fortnite content but also offers a sustainable income model for creators, further solidifying the game's role in shaping the digital content landscape.

In addition to these digital opportunities, Fortnite has expanded into physical merchandise, including action figures, apparel, and collaborations with major brands, extending its cultural footprint beyond the virtual world. These new ventures have not only augmented Fortnite's brand presence but have also opened new markets for merchandise and brand collaborations.

As Fortnite continues to evolve, it remains a beacon of innovation in the gaming industry, offering a glimpse into the future where games are more than just play; they are platforms for creativity, competition,

and collaboration. The myriad opportunities presented by Fortnite highlight its significance not just as a game, but as a cultural and economic force, paving the way for new forms of digital interaction and commerce.

“Epic Games revolutionary approach to gaming has turned it into a virtual stage for live concerts, brand partnerships, and in-game events that blur the lines between entertainment, gaming, and social interaction.”

FINAL WORD

The ongoing success of MMOGs like Minecraft, Fortnite and Roblox in Australia is a reflection of their ability to adapt to and satisfy the evolving demands of gamers and building real world communities. By offering a blend of social connectivity, creative freedom, and regular content updates, these games have secured a lasting impact on the Australian digital and cultural landscape.

As the digital realm continues to evolve, the enduring popularity of MMOGs will likely pave the way for new innovations and experiences as well as a plethora of merchandise & promotional opportunities for toy companies and retailers alike, further solidifying their role in shaping future Australian entertainment and social interaction trends.

Lincon Boyd Managing Director Blueprint Licensing

Blueprint Licensing is a strategic consulting agency with a passion for brand building.