82 minute read
The Licensing International column
By Martin Brochstein SVP Industry Relations and Information Licensing International www.licensinginternational. org
Diversity is at the Core, Not an Add-On
“Diversity isn’t something you get to when you aren’t focusing on the rest of the business. It is now very much the state of the business.”
That assertion from Marva Smalls, Global Head of Inclusion and EVP, Public Affairs, Kids & Family Entertainment Brands at ViacomCBS, encapsulated one of several themes running through the virtual Licensing International workshop, “Advancing Diversity in the Licensing Business,” earlier this year. (Licensing International has a D&I toolkit available for download.)
While the subject of diversity and inclusion (D&I) is often tied to race and gender, the discussion has evolved over time to include such areas as sexual orientation, physical disabilities and others. The overarching goal: to achieve, in the words of one participant, “diversity of thought” that impacts decision-making. It’s also important to note that “diversity” differs from country to country, and from culture to culture. It’s means one thing in Australia, another in Brazil, has other elements in Germany, and is defined entirely differently in Japan. How the principles of D&I are applied depends on how one defines the dominant groups, and those whose voices have more trouble being heard.
During the webinar, D&I issues were approached from a number of angles, including communication with employees and recruiting new talent; identifying and addressing new business opportunities; establishing goals and measuring (and incentivizing) individuals’ and the organization’s progress; and creating a structure to achieve those goals. “It really comes from the top,” said Richelle Parham, Managing Director at the venture capital firm West
Payne Brown, President of the NBA Players Assocation’s Think450
River Group. “You have to have a diverse board [and] executive team and then that needs to get pushed down through the organization. The other thing we know, at least form the organizations that I’ve been in, is that if it’s not part of someone’s goals, they don’t actually do it.”
Or, as Smalls succinctly observed: “What gets measured gets done, what gets done gets rewarded and what gets rewarded gets repeated.” “If your leadership doesn’t look like the people you serve,” Parham continued,” you actually have a problem. Because the decisions that are going to be made at the company level need to be based who you are actually serving, and creating the right type of content to not only deliver what they are looking for but to give them other options.”
But it takes a conscious effort to broaden the perspective, from establishing internal employee resource groups (as is the case at ViacomCBS) to going outside one’s natural comfort zone in hiring. “Don’t always go to your own Rolodex,” said Pam Kaufman, President of ViacomCBS Consumer Products. “Really be intentional about meeting new people. We need to bring fresh talent into this industry; too often people dial [who they] know, and that creates homogenous teams.”
It’s just good business. Payne Brown, President of the National Basketball Players Association’s Think450 licensing arm, recalled his days in the Comcast executive suite, when he often was faced with making “the business case” for employee diversity: “I need you to recognize that a significant number of your subscribers are people of color, and they’re loyal, so why not have people in the business who can speak for them and might market to them a little differently because they recognize they have some similarity in culture.”
Whatever business you’re in, he continued, “you not only have to understand who your audience is, but the question is do you value that audience? Do you respect their culture? Do you speak to them in a language they understand?” That “language” may be music, he said, pointing to the production of the NBA 2K videogame.
But those lines are blurring. As Parham noted, “Because of the internet, YouTube, TikTok and Instagram, [kids] can actually choose the content they want to consume. And when you look at the music they’re listening to, the content they’re viewing, they’re actually choosing to look across diverse content.”
Or, as Steven Wolfe Pereira, CEO of Encantos Media Studios, put it: “It’s not about multicultural marketing, it’s about marketing to a multicultural nation.”
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© 2021 Total Licensing Ltd News from the market ....................................................85 Merchantwise
Blinky Bill ..................................................................... 112 Popeye ......................................................................... 112 The Phantom ............................................................. 112 London Underground ............................................... 113 AC/DC .......................................................................... 113 David Bowie ............................................................... 113 Manhead .................................................................... 113
What do kids spend money on? ................................ 114 Cover Story: ViacomCBS captivating kids across Australia and NZ ........... 116 Disney – optimism, activity, connections and joy .... 120 Haven Global – market update ................................. 122 The NFL and UFC in Australia .................................... 124 Moose – making kids Superhappy! .......................... 125 Tips for licensing trademarks in the toy market ..... 126 Amscan – A host of newness! ..................................... 128
BLUE CHIP BRANDS ANNOUNCES NEW DEALS ACROSS PORTFOLIO
Specialist brand licensing company, Blue Chip Brands has brokered a number of new deals for clients that will see products introduced at retail throughout 2021. The Ford consumer products program continues to flourish across Australia and New Zealand with some new apparel and accessory programs set to launch throughout the year. A vintage inspired range of apparel and headwear will be available through premium retailers including General Pants & David Jones as well as selling internationally through Urban Outfitters and fashion boutiques in Japan. Cotton On will also debut a range of apparel and accessories for men and boys through its’ global store footprint midway through 2021. For something a little different, Unique Wrought Iron will be developing a range of doors with wrought iron logo detailing, perfect for the entrance to the man cave, cinema room or garage. Steve McQueen, also popularly known as ‘the king of cool,’ was the ultimate man’s man and will feature on a range of apparel and accessories through a brand collaboration with Australian label, Mr Simple, and will be sold through department stores, Mr Simple stores and apparel boutiques nationally. Mr Simple is also collaborating with American high performance automotive brand Shelby which featured so prominently in the recent movie hit Ford v Ferrari for a collection of apparel and headwear. Iconic Los Angeles athletic footwear brand LA Gear is set to be reintroduced to Australasian consumers through deals negotiated by Blue Chip Brands. The brand which ranked third in sales in the early 1990s (behind only Nike & Reebok) and with brand ambassadors including Karl Malone, Kareem Abdul-Jabbar, Michael Jackson, Belinda Carlisle, Heather Locklear & Paula Abdul will be reimagined across a range of footwear in addition to apparel and accessory collections. Finally, the merchandise program for Australian illustrator Steven Rhodes continues to gather momentum domestically and internationally through deals brokered by global agent – Blue Chip Brands. Cotton On has inked an international deal to feature the illustrations across a variety of product categories through its TYPO stores.
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MINIONS HELP SURF LIFE SAVING
This Summer, Surf Life Saving Australia teamed up with Illumination and Universal Brand Development to create a range of free, downloadable educational activity sheets and posters featuring the Minions. Surf Life Saving exists to save lives and build better communities. Despite significant advancements in technology, techniques and knowledge, people still drown off the Australian coast in unacceptable numbers. SLSA is motivated to create new and engaging ways to educate Australian families about beach safety and this summer SLSA and the Minions are on a mission to keep Aussie families safe by sharing these new beach safety resources. SLSA General Manager Coastal Safety, Shane Daw ESM said that the partnership presented a great opportunity to extend the importance of beach safety to all members of the community. “Illumination’s Despicable Me franchise has become a global pop culture phenomenon and we know Australian families love the Minions. SLSA is thrilled to have collaborated with Illumination and Universal Brand Development to create these fun, free educational materials that make learning about beach safety fun for Aussie kids,” said Mr Daw. “Seeing the Minions dressed in our iconic red and yellow uniform is sure to raise smiles across the country but also drive home those important beach safety messages for parents and children alike.” SLSA is proud to have partnered with Illumination and Universal Brand Development to make sun and beach safety messages accessible to all ages.
SUSTAINABILITY FROM CAPRICE
Sustainability is at the forefront of what Caprice Australia does. Which is why they are excited to share their new Vegemite range available at BIG W. The apparel is made from Australian Cotton in collaboration with Cotton Australia. Australian Cotton is a natural fibre grown by local Aussie farmers who carefully nurture their plants from seed to harvest, using leading sustainable practices. Through the use of Australian cotton, they are able to help support these farmers and their rural communities all while creating quality products that are perfect for every member of the family. Caprice are proud to be supporting Aussie brands and Aussie farmers. The Vegemite range can be found instore and online at Big W Australia Caprice is passionate about becoming a leader in sustainability and are committed to a sustainable future for their business, their people, the environment and the communities in which they operate. To ensure their sustainability commitment is met, they have developed a Sustainability Strategy that will guide their actions for the next five years and provide the foundation for continuous improvement. The Caprice sustainability strategy is supported by four pillars. Environment: To reduce Caprice’s environmental impacts, both in their operations and the products supplied to the market, while harnessing the new opportunities in sustainable products and sustainable product design. Ethical Sourcing: To uplift the Caprice Ethical sourcing program so that it will maintain its position as a best in class program. People: To reinforce their commitment to a workplace which lives the values of integrity and respect, diversity and inclusion, and employee wellbeing. Community: To build on the commitment of Caprice and Caprice team members to community giving and supporting the communities in which they operate.
SELFIES BRING A SMILE
As the COVID-19 virus appeared and spread and the whole world seemed to be put on hold it has been a good time to reflect at where we are and what we are doing. As the news has been totally dominated with lock-downs, masks, social distancing and hospital reports it has been nice to see new Selfie installations in children’s wards, schools, dentist and veterinary surgeries and doctors waiting rooms intending to create a calming space in these stressful situations. The brand new Dubbo Base Hospital in NSW, Australia have recently revealed a new Selfie mural installation in their Medical Imaging Department. Not surprisingly the lock down had created a renewed interest in hobbies and crafts with jigsaw puzzles becoming one of the go to activities to fill in the time and keep people sane, many stores running out of stock.
HUNTER PRODUCTS SIGN FOR TOIKIDO
‘Among Us’, the video game taking over the world, is set to become even more popular Down-under! Thanks to an exciting new partnership between Toikido and Hunter Products, crew mates and impostors from Australia & New Zealand will have access to all the latest Among Us toys! General Manager of Hunter Products, James Hunter says kids can expect to see action figures, collectables, plush, playsets, RC and much more on shelves in Australia and New Zealand very soon. “Judging by the hype around this game worldwide, we predict Among Us to be one of the hottest brands of 2021. We are delighted to partner with Darran and his team. Brands like this don’t come around often,” commented James Hunter. Among Us first launched in 2018 by US Software company Innersloth. In October alone, the mobile version of the game was downloaded more than 85 million times according to Sensor Tower. Research from SuperData shows it had about half a billion active users last November. CEO of Toikido, Darran Garnham is excited about the partnership with Hunter Products and commented, “I am really pleased to be with the Hunter team again. Their experience and passion for Among Us made them the perfect distribution partner for Toikido in Australasia.”
Centa IP is representing two of the hottest YouTube influencers today across Australia & New Zealand. Centa IP represents pocket.watch in Australia and New Zealand and represent five of the top Youtube creators globally. Ryan’s World sales growth continued to defy the odds during the pandemic reaching nearly a $500m sales in over 50 categories and 5000 SKU’s. Pocket. watch, the studio partner for Ryan’s World has continued to develop the brand to create newness, differentiation and exclusivity while expanding it beyond the YouTube channel and aiming to make Ryan’s World THE number one global brand for kids 4-8. In Australia the Ryan’s World YouTube channel regularly achieves up to 28 million views a month and up to 5 million views in New Zealand (December 2020). But, Ryan’s World is not just a YouTube channel. Ryan’s World content has expanded to Amazon Kids+ with Super Spy Ryan which launched in November 2020 and in 2021 Ryan’s World content will be everywhere with specials, original content (Super Spy Ryan and Ryan’s Mystery Playdate) and Ryan & Friends. New consumer product programs through 2021 include Ryan’s World Tour with Ryan and his friends going on a World Tour visiting 80 countries and landmarks with lead retailer Big W launching in February 2021. Then in September 2021, Big W will launch Galaxy Explorers. In Australia and New Zealand, Ryan’s World is a stellar franchise and there’s more to come. The franchise is growing and the opportunities have never been better. Centa IP will continue to build the brand with new and unique programs that are across all platforms and types of businesses, with more marketing and promotional support than ever before to ensure that they maximize business together. Centa IP has also recently launched pocket.watch’s newest franchise Love, Diana — The Princess of Play. Starring Diana from the YouTube channel Kids Diana Show, the second-largest YouTube channel in the world (Tubefilter 4th January, 2021), her massive global reach across her YouTube channels has garnered over 166 million subscribers and over 85 billion lifetime views since the first channel launched in 2015. In Australia Kids Diana Show’s meteoric rise has captivated over 26 million monthly viewers and over 4 million in New Zealand in December 2020. Six-year-old Ukrainian-born Diana takes viewers on adventures, with her brother Roma and parents Olena and Volodymyr. Fans of the Kids Diana Show channels are seeing the new “Love, Diana” brand come to life, with elements of it woven naturally into the core Kids Diana Show channel, creating a more diverse video experience. Targeted to children between ages 2-7, the Love, Diana lifestyle product line encompasses the core characteristics of imagination, playfulness, creativity, empowerment and friendship that Diana’s audience appreciates. In October last year Headstart’s range of dolls and Mitch Dowd’s apparel launched in Australia and New Zealand and sales are off to a strong start. Headstart dolls are already the number five (#5) girls toy in Big W with excellent sell through. Both Target and Kmart are committed to Diana for 2021 and will continue to support the Headstart range with confirmed exclusives for the remainder of the year. Pocket.watch has also extended the Love, Diana brand into mobile gaming on the heels of their pocket.watch games division’s success with Tag with Ryan which has garnered 12 million downloads and over 450,000 daily active users. The Love, Diana mobile game features a collection of fun minigames designed to empower kids to design their very own Princess of Play. It is available in the App Store and Google Play. Centa IP is looking to expand the license into other categories including games and puzzles, outdoor, health & beauty, jewelry, confectionery, wheeled/sports as well as STEAM.
FREE BOOKS FOR KIDS INITIATIVE PARTNERS WITH SESAME WORKSHOP
NEW STREAMING DEALS FOR YUGIOH
BIG W’s much loved Free Books for Kids program returned nationwide on Thursday 18 February, this time partnering with Sesame Workshop. Customers will enjoy the stories, featuring favourite Sesame Street characters, including Elmo, Grover, Abby Cadabby and Cookie Monster, that share inspiring messages for kids around individuality, dreaming big and understanding differences. Excitingly, some special friends of Sesame Street with a shared passion for reading and literacy are lending their support to BIG W’s program to help the stories reach even more families
across Australia. Olivia Newton-John, Rose Byrne, Rove McManus, Mitch Tambo, Gorgi Coghlan, Allison Langdon and Gyton Grantley are some of the well-known personalities who will be hosting storytime readings on BIG W’s YouTube channel and the BIG W Free Books for Kids Podcast. Teresa Rendo, BIG W’s Acting Managing Director commented, “Reading is one of the most important and engaging tools to help with a child’s development, and BIG W is proud to partner with leaders in learning and literacy to deliver a collection of books that will not only teach kids valuable lessons about the world around them, but also foster a love of reading. The extension into video recordings and Podcasts also means families from all over Australia can enjoy these stories together.” Sesame Workshop’s mission is to help kids grow smarter, stronger, and kinder, and according to Ed Wells, EVP and Head of Global Media and Education, Sesame Workshop, there are so many benefits to reading: “Reading builds school readiness, vocabulary, and comprehension skills; it allows the imagination to soar; and it creates bonding time for families. Simply, reading encourages a lifelong love of learning, something for which Sesame Street has done for over 50 years. We’re pleased to partner with BIG W, who is also committed to building healthy minds and futures of children in Australia, to make Sesame Street books available for free for families.” In addition to the 2.6 million Sesame Street books given away in stores and via streaming options, BIG W is further committed to making books for early learning accessible to even more Australians by donating another 40,000 to the Australian Literacy and Numeracy Foundation and Good360 for families living in remote and rural areas, and communities in need. Kim Kelly, ALNF Co-Founder and Executive Director says that children from disadvantaged backgrounds may experience barriers to literacy, which can have serious, life-long consequences: “Reading to your child is one of the greatest gifts you can give them, and we are excited to be part of a project that helps our children to develop into confident, autonomous and happy lifelong learners. Together with BIG W, we are working to share these fantastic books with the communities that need them the most .” Alison Covington, Founder and MD of Good360 says they are delighted to return as a partner of BIG W’s Free Books for Kids program: “We’ve seen first hand how this initiative from BIG W is making a real difference to families and we’re delighted to help give the gift of new books to children, some of whom generally don’t have access to such valuable resources.” Aussie families can collect each of the eight books from all BIG W stores weekly with no purchase necessary (available nationally while stocks last). Weekly storytime video readings will also be available on BIG W’s YouTube channel, and audio recordings on the ‘BIG W Free Books for Kids’ podcast which can be found on Acast, Spotify or Apple Podcasts.
Continuing to expand its digital reach, Konami Cross Media NY, Inc. has secured new streaming/digital agreements for its flagship anime property Yu-Gi-Oh! in the United Kingdom and in Australia/New Zealand. AnimeLab, one of the premier stand-alone streaming platforms for anime in Australia and New Zealand, managed by Madman Entertainment, has added Yu-GiOh! Duel Monsters Seasons 1 - 5. AnimeLab, which offers a basic free and a premium subscription service, has amassed more than one million users since it launched more than six years ago. “AnimeLab is the ultimate destination and online streaming solution for anime fans Down Under,” commented Dean Prenc of Madman. “We are excited to expand our offerings with the Yu-GiOh! franchise.” Established back in 1996 by a couple of self-confessed nerds, keen to share their passion for awesome content, Madman Entertainment is proudly independent, run by fans, for fans, and is still managed by founders Tim Anderson and Paul Wiegard. Madman showcases the best in collectible and special interest genres including Australian film, world cinema, TV, kids content, Anime, sports and more.
Merchantwise Licensing is a leading brand licensing and merchandising agency in Australia and New Zealand, representing some of the world’s best loved brands in gaming, kids’ entertainment, film & television, music, icons & legends.
The company is part of the Merchantwise Group, a fullservice brand extension and marketing agency based in Melbourne, Sydney, Paris and Tel Aviv.
Merchantwise Licensing shares the latest news on its exciting portfolio of popular and emerging brands and properties. Minecraft rules down under
Minecraft is a cultural phenomenon and the best-selling video game of all time, selling over 200 million copies across all platforms. Appealing to a wide-ranging player base, the game has over 132 million monthly active users, the most watched game on YouTube in 2020 with over 200 billion views, and is played in every country in the world. Minecraft is very popular down under, rated by BrandTrends as the no. 1 video game brand for players 6 – 14 years in Australia. What started as a game has now evolved into a true evergreen entertainment franchise, comprising of education, live events, products as well as a movie on the horizon. In June 2021, Minecraft will launch its highly anticipated new core game update Caves & Cliffs. Eagerly requested by players, Caves & Cliffs introduces beautiful new underground experiences as well as scenic views from the mountaintops.
It presents gorgeous new cave biomes, from lush, plantfilled caves to icy, snowy depths. Players will be thrilled to meet new mobs such as the Axolotl and the intimidating Warden. The Minecraft community will be able to scale the tall, dramatic peaks of new terrain and meet mischievous goats that might head-butt them off a cliff! Minecraft merchandise is now available across all major Australian and New Zealand retailers, with BIG W, Target and EB Games leading the charge. In October 2020, EB Games launched a broad Minecraft collection designed for fans across the age spectrum. The range now includes apparel, accessories, homewares, stationery and gifting, all utilising new, never-before-seen Minecraft artwork. In the same month, BIG W launched Australia’s first Minecraft cross category marketing event. The campaign featured product from partners including LEGO (construction toys); Mattel (action figures, playsets and roleplay); Banter Toys (J!NX plush and collectibles); Hunter Leisure (stationery), Funko (pop vinyl), Caprice (apparel and homewares), Zak! Australia (lunching, drinkware and home décor), Impact! (puzzles and gifting) and Harper Collins (publishing). In November 2020, Hunter Leisure launched the world’s first Minecraft outdoor sports range including bikes, skateboards, scooters and helmets. In January 2021, BIG W, Microsoft and Merchantwise Licensing also delivered the world’s first Minecraft augmented reality digital scavenger hunt, across all stores nationwide. Over 5,000 Aussie fans participated in the event, exploring BIG W stores and collecting clues in order to solve a puzzle. All players completing the game were rewarded with a $5 discount redemption code on their next Minecraft purchase. Back to School has never looked so good, with Clarks launching the world’s first range of Minecraft school shoes in early 2021. The extensive range for both boys and girls features subtle Minecraft detailing on the shoe, as well as a Minecraft themed box containing a hidden Minecraft collectible toy. The range was exclusively available from Clarks, Shoes and Sox, Myer, The Tribe, and Hannah’s in New Zealand.
Celebrating 20 Years of Gaming
2021 marks the 20th Anniversary for gaming juggernaut Xbox. The popular console has over 100 million monthly active users and features first party game franchises including Halo, Forza and Gears of War. Xbox has a highly engaged audience with over 50 million followers across Facebook, Instagram, Twitter, and YouTube. Its popular subscription service Xbox Game Pass lets users access over one hundred high quality games for a single low monthly price and has proven successful with over 18 million subscribers. Eagerly anticipated new console Xbox Series X is the fastest and most powerful Xbox ever. Launched in November 2020, it quickly became the biggest console launch in Xbox history, selling out within the first 24 hours. More new consoles were sold during the launch than any previous generation consoles. In keeping with the success of the console, enthusiasm for the brand has been reflected in strong Xbox merchandise sales across categories including apparel, sleepwear, accessories, home and gifting. Leading Australian retail partners include BIG W, Target, EB Games and Best & Less.
Huge Year for Halo in 2021
Xbox’s #1 exclusive franchise Halo also celebrates its 20th anniversary in 2021. November will mark 20 years since the first game was released. Halo is the most recognised Sci-Fi video game franchise of all time, selling over 82 million games and generating over $US 5 billion in sales. In spring 2021, the legendary Halo series returns with the biggest and most ambitious Halo game ever created. Halo Infinite will continue the saga of the Master Chief with stunning open world game play, new weapons, threats and free-to-play multiplayer universe. If that wasn’t exciting enough, the Halo Showtime original live action series is currently in production and coming soon. Directed by Otto Bathurst (Black Mirror, Robin Hood) and starring Pablo Schreiber (American Gods, First Man, Orange is the New Black) as the Master Chief, with Natascha McElhone (Californication, The Truman Show, Ronin) as Dr Halsey, and Jen Taylor (Voice actress, Cortana, Halo Franchise) as Cortana. Halo is very popular in licensing and merchandising, generating over $US 1.7 billion in merchandise sales to date. Aussie fans can expect to see an expanding range of products at retail. After overwhelming demand, Hasbro will release new Halo x Nerf blasters in the coming months. Other toys include action figures and vehicles from Wicked Cool Toys (distributed by Banter), Mega Construx sets from Mattel and costumes from Disguise (distributed by HeadStart). Other categories include older boys and men’s apparel, accessories and bedding (Caprice), drink and lunchware (Zak Australia), gifting (Rubber Road) and showbags (Bensons).
Activision is one of the world’s most successful interactive entertainment and gaming companies with hundreds of millions of monthly active users. The video game market is bigger than both music and the box office combined and is enjoying strong growth. For more than 40 years, Activision has been changing the way people play. In the process, Activision has built one of the largest portfolios of recognised brands, led by global giant Call of Duty and other well known gaming franchises Crash Bandicoot and Spyro. Merchantwise Licensing is now working with Activision to make commercial partnership opportunities available to licensees and retailers in Australia and New Zealand.
Call of Duty breaks records in 2020
First launched in 2003, Call of Duty is the most successful video game franchise ever created in the USA and the third highest selling gaming franchise of all time. 2020 was a massive year for the Call of Duty franchise, setting new records and surpassing over $US 3 Billion in revenues. The franchise ecosystem comprises premium console and PC games (including the Modern Warfare and Black Ops series), free-to-play Warzone™ as well as Call of Duty: Mobile. New title Black Ops Cold War released worldwide in November 2020 and quickly became the number 1 selling game in the USA in 2020.
Call of Duty has a strong global merchandising program, targeting adults 18+ and Merchantwise Licensing is now in the process of developing new partnerships and retail programs in Australia and NZ to support the continued growth of this powerhouse franchise. Priority categories include apparel and accessories, peripherals, publishing, stationery, homewares and collectibles.
Crash is back and bigger than ever
One of the world’s most iconic gaming mascots is a genetically enhanced bandicoot named Crash, synonymous with the launch of the first PlayStation in the nineties. With over 20 years of gaming heritage, Crash Bandicoot is as popular as ever with enduring sales of the original ‘90s trilogy (remastered and released in 2017) and Crash Team Racing Nitro Fueled (2019). Now Crash is back in the long awaited new game Crash Bandicoot 4: It’s About Time, released on the PS4 in late 2020 and selling over 400,000 units in its first month. The title will also soon launch on the 12th of March globally on PS5, Xbox Series X/S and Nintendo Switch. With multi-generational appeal, Crash is loved by a growing Kidult audience of 25 – 40 year olds and a Gen Z audience aged 18-25 who is discovering Crash for the first time. With local representation from Merchantwise Licensing, fans can expect to see a growing range of consumer products featuring their favourite zany marsupial - including new collectibles, apparel and accessories.
Other Activision classics
Also now available for local licensing is Spyro, the mischievous little dragon that became a global gaming hit in the ‘90s on PlayStation.
Spyro made his fiery return to gaming in November 2018 with release of the Spyro Reignited Trilogy on all leading gaming platforms. Unique merchandise and fashion capsule opportunities are now available across mass and specialty retailers.
Activision has a long and storied history of creating some of the industry’s favourite classic video games, including Pitfall, Laser Blast, Freeway, Kaboom!, Megamania and River Raid. Merchantwise Licensing is pleased to now make the iconic Activision logo and intellectual property from these classic games available for licensing across fashion and other special merchandise applications.
emoji® brings a smile in tough times
2020 was a turbulent year to say at the least. However, emoji® has helped to keep a smile on our faces. Catering to unprecedented demand for face masks and other hygienic care products, emoji® has appointed partners across the globe to fill the category in a humorous take. As well as brightening consumers faces during the pandemic, the new mask partnership with Vistaprint will see emoji® donate 10 percent of sales to help empower small businesses across the U.S. and Canada. Emojis are the ultimate universal expressive language - over 6 billion are sent daily through messaging and social media platforms. Inspired by this phenomenon, the emoji® company was founded in 2013, creating an iconic lifestyle brand with an unprecedented global popularity. Today, the emoji® trademark is registered in over 100 territories across up to 30 classes of goods and services. There are now more than 25,000 high vectorized icons available for licensing. emoji® has attracted more than 1,000 partners from all over the world, winning multiple awards. In Australia and New Zealand, the brand continues to be popular with partners across diverse categories, including fashion, publishing, automotive and FMCG. Internationally, emoji® continues to collaborate with iconic brands. The PUMA x emoji® collaboration was developed to showcase the way people communicate in the modern world. Designed through the lens of instant messaging, the collection pairs emoji® icons with bright colour combinations, creating a range that is young and vibrant. The collection includes footwear, apparel and accessories for both kids and adults.
Sustainability is becoming a focus for many brand owners and emoji® is right in the mix. emoji® have recently partnered with Canadian eco-focused brand, Greenre. Together they will launch new sustainable products that extend from stationery to activity, craft, novelty, office and select home products. The products will be made from recycled, natural materials, recyclables, non-toxic, bio-fibres, as well as new age biopolymers.
30 years on, Sonic hits his prime
SEGA’s Sonic is a billion-dollar franchise and one of the most popular and enduring video game characters of all time. Now the franchise is set to reach even greater heights with a new movie sequel, Netflix TV series, video games, toys and merchandise all in the works. Throughout 2021, SEGA will be celebrating Sonic’s 30th anniversary with new game content, a music concert with special guests and a wide array of new licensing and merchandising partnerships. The Sonic the Hedgehog movie starring Jim Carey released in February 2020 and achieved US$306M at the global box office, with a sequel already confirmed to whirl back onto our screens in April 2022.
Sonic Prime, a new 3D animated high octane adventure TV series, is currently in development by Man of Action Entertainment and WildBrain. The 24-episode series will release on Netflix some time in 2022. LEGO ideas recently announced that the Sonic Mania – Green Hill design has been approved for development and will become an official LEGO set.
In Australia, the thirst for Sonic The Hedgehog continues at retail. The Sonic toy range from Jakks Pacific, distributed by Headstart into mass retailers and VR Distribution into independent toy retailers, sold out soon after release. New toys to celebrate the 30th anniversary will be launching in 2021. Kawada Japan’s Nanoblock range of Sonic pixel figurines launched globally in July 2020 to great fanfare and quickly sold out. New stock will be delivered in 2021 and Nanobock be releasing new characters later in the year to celebrate the 30th anniversary. In September 2020, Peter Alexander launched its first Kids vs Dads sleepwear collection featuring Sonic the Hedgehog and SEGA to celebrate Father’s Day to the excitement for all Sonic fans.
Other Australian licensees including Bensons Trading, Caprice Australia, Omni Merchandising and Universal Candy will be launching ranges of new products in 2021, including toys, novelties and gifting, confectionery and apparel and accessories across multiple retailers. In February 2021, Cotton On released a Sonic capsule collection of apparel and accessories in Factorie stores for the first time. Product includes short and long sleeve tees, socks and headwear.
Arcade classics shine at retail
Created in 1980, PAC-MAN is one of the most popular and influential video games of all time and with global brand awareness of 98%, one of the most recognized brands on the planet. What started as an addictive arcade game is now available on all gaming platforms, including iOS and Android with over 110 million mobile downloads. PAC-MAN is a full brand franchise, extending beyond gaming into film, live events and activations, fashion and consumer products, live events and promotions. 2020 marked PAC-MAN’s 40th anniversary. Global celebrations included a range of fashion collaborations and partnerships, including Champion, Paul Smith, Coach, Moleskine, Diesel, H&M, Zara, Uniqlo, Pull & Bear, Havaianas and PUMA.
In April 2020, Australian retailer Best & Less celebrated the 40th anniversary with an exclusive retro gaming retail ac-
tivation featuring an extensive apparel range from Caprice Australia and Hotsprings including outerwear and sleepwear for the whole family, from toddlers to adults. In May 2020, Minecraft and PAC-MAN joined forces to launch a Minecraft Adventure World DLC to the delight of fans. In Australia, Bensons Trading released the PAC-MAN showbag and Caprice Australia launched men’s outerwear for the first time.
Space Invaders also continues to be popular in the world of fashion collaborations and retail partnerships. In April, Australian retailer Best & Less launched an exclusive retro gaming collection and competition with Space Invaders alongside PAC-MAN.
The range from Caprice comprises of t-shirts and sleepwear for kids and teens. The opportunity to win an arcade gaming machine was the retailer’s most popular competition in 2020.
Sony Pictures Entertainment includes the films of Columbia Pictures. The library includes over 4,000 films, more than 35,000 episodes from over 270 TV series and 22,000 game show episodes. In the world of Sony Pictures Television, recent hits include Outlander, The Boys and Cobra Kai. After a challenging period for all film studios, the future
looks bright with the return of Sony Pictures’ best-loved film franchise as well as a host of other strong new releases in 2021 and 2022.
Get ready for Ghostbusters!
Ghostbusters Afterlife is the most eagerly anticipated film and merchandising event of the year, releasing in November 2021.
The new film is co-written and directed by award-winning filmmaker Jason Reitman (Up in the Air, Juno), son of original Ghostbusters’ director and producer Ivan Reitman. It stars Carrie Coon, Finn Wolfhard, Mckenna Grace and Paul Rudd, while original cast members Bill Murray, Dan Aykroyd, Ernie Hudson, Sigourney Weaver and Annie Potts reprise their roles from the original films. There are now more than 180+ worldwide licensing and merchandising partners across Ghostbusters Classic and the new film. Master toy partner Hasbro has developed a comprehensive product range, including surprise collectibles, role play, action figures, playsets, vehicles, plush, board games and special edition collector lines. Other global partners include LEGO (construction), Rubies (costumes), Funko (pop vinyl) and Reebok. Australian licensees include Caprice (movie apparel, accessories, footwear, bedding, bags & backpacks), Designworks (classic apparel), and Park Avenue Foods (novelty confectionery) and Lvl Up Energy – who launched the first ever Ghostbusters energy powder drink. New film and classic merchandise will be available across a wide variety of retailers in Australia and NZ, led by mass market retailers Just Jeans, BIG W, Target and Kmart.
Drac Pack set to return for Halloween
To celebrate the 10th anniversary of the Hotel Transylvania franchise, Sony Pictures Animation’s fourth instalment to this billon dollar franchise is coming to cinemas this September, just in time for Halloween.
COBRA KAI a smash hit on Netflix
The classic Karate Kid franchise is back, enthralling fans both old and young. In its rookie season, Cobra Kai received 11 award nominations (including an Emmy) for Best TV drama and a 100% rating on Rotten Tomatoes – making it the highest reviewed reboot of all time. Season 3 premiered on Netflix in January 2021 and was the #1 show in Australia for over 4 weeks. The tense conflict between Daniel and Johnny, which culminated in the violent high school brawl between the dojos, became the most viewed series in January across the globe. Season 4 has already been renewed and it is scheduled to air on Netflix in January 2022.
Anti-hero TV thrills viewers
The Boys is the gritty TV series from Sony Pictures Television, airing worldwide on Amazon Prime and quickly developing a cult following. Season 2 aired in September 2020 to the delight of fans, while season 3 is now in production.
Schitt’s Creek - Now available to license downunder!
When filthy-rich video store magnate Johnny Rose, his soap star wife Moira, and their two kids – uber-hipster son David and socialite daughter Alexis – suddenly find themselves broke, they are forced to live in a small, depressing town they once bought as a joke. With their pampered lives now abandoned, they must confront their newfound poverty and discover what it means to be a family, all within the rural city limits of Schitt’s Creek, their new home. Schitt’s Creek received an historic 9 Emmy® awards in 2020, including Outstanding Comedy Series, Outstanding Writing for a Comedy Series, Outstanding Lead Actor and Outstanding Lead Actress for a Comedy Series, Outstand-
ing Supporting Actor and Outstanding Supporting Actress for a Comedy Series. Season 6 launched on Netflix US in early October 2020 and became the most watched series across the platform. All seasons are available now on Netflix in Australia. Global agent ITV has recently appointed Merchantwise Licensing to develop the licensing program in Australia and New Zealand and opportunities are now available for discussion.
Miraculous Merch launches in Australia
From Zag Entertainment comes Miraculous™, an inspiring, CGI-animated superhero TV series set in modern-day Paris. It tells the story of a Parisian teenager who transforms into a superhero, Ladybug, and fights villains to save her beloved city, together with her partner, Cat Noir. In just a few short years, Miraculous™ has enjoyed extraordinary growth, becoming a worldwide entertainment and merchandise sensation. It has been voted one of the Top 10 best animated shows in the last 20 years and widely celebrated and hailed for its diversity and kid friendly superhero storylines. The show is currently broadcasted across 120+ territories, as well as being widely enjoyed and engaged with across all major media platforms. Seasons 1-3 are available to watch on Netflix, ABC Me and iView, with two more seasons in production. In addition, the highly anticipated animation feature film directed by Jeremy Zag is set to premiere towards the end of 2021. In April 2021, to coincide with the global premiere of “Miraculous World – Shanghai – Lady Dragon”, the new adventure quest game will be the first to bring a TV series to the Roblox metaverse. Globally there have been over 150 million products sold and Merchantwise Licensing is now actively expanding the consumer products program in Australia and New Zealand. The Miraculous publishing program from Five Mile Press includes chapter books, puzzles, sticker sheets and activity books. The core fashion doll range from Playmates, distributed in Australia by HeadStart, launched at BIG W in October 2020 and sold out in just three weeks. New market activity is currently in development with local licensees and retailers focusing on a core program to include apparel, accessories, collectibles, plush and costumes from June 2021.
The Gruffalo continues to grow at retail
The Gruffalo is one of the world’s best-loved children’s literary creations. Since it was first published in 1999, the award-winning story about a little brown mouse in the deep dark wood has continued to delight children and adults the world over. Created by Julia Donaldson and Axel Scheffler, The Gruffalo has become a modern classic spanning publishing, film, stage, theme parks, digital and merchandise. In 2020, the Gruffalo Spotters 2.0 AR App and adventure trail has been featured at a variety of popular attractions including Ripponlea Victoria, Wildlife Sydney Zoo, Illawarra Fly and most recently The Ginger Factory on Queensland’s Sunshine Coast. Additional locations for 2021 will soon be announced. Australian licensing partners Smiffy’s (UK) launched its first
Gruffalo dress-up costume in Spotlight for book week and will launch in BIG W in 2021 along with partyware for the first time. New partner Mitch Dowd will launch a range of outerwear, sleepwear, headwear and accessories from July 2021.
Kiri and Lou – Handcrafted in New Zealand
From New Zealand comes a charming, award-winning new animated preschool series making waves around the world. Kiri and Lou centres on the friendship between Kiri, a feisty little dinosaur, and Lou, a gentle and thoughtful creature, as they explore the world of feelings through laughter, song and outdoor adventure. When a family adopts a Scout Elf™ (from a Santa-approved adoption centre), they receive the Scout Elf™, an artfully illustrated hardbound storybook and a keepsake box. In Australia in 2020, The Elf on the Shelf® core range has been extremely popular at Myer Giftorium, Kmart and Best and Less, distributed by PMG Australia. For Christmas
Original and imaginative, Kiri and Lou invites children to learn about empathy and how to get along, through warm-hearted and gently humorous storylines which are resonating with audiences of all ages. The show is hand-crafted in paper and clay and created using traditional stop-motion animation from Antony Elworthy (Coraline, Corpse Bride, Isle of Dogs), the series is voiced by Jemaine Clement (Flight of the Conchords, Moana, Rio) and Olivia Tennet (Lord of the Rings) and is written and directed by feature film director Harry Sinclair. It is produced by Fiona Copland for Stretchy and Heather Walker of Yowza Animation. 41 x 5-minute episodes have now been released with a further 12 episodes coming throughout 2021. Kiri and Lou has broadcast on TVNZ since March 2019 and ABC Kids since June 2019. On ABC Kids, it airs daily at 6.25pm and streams on ABC iView. The show broadcasts globally on the best preschool networks including Cbeebies (UK), CBC Canada, YLE in Finland, SVT in Sweden, Czech Television, Paka Paka in Argentina, EVision and BeIN in the Middle East and Showmax in Africa. Merchantwise is delighted to be representing the licensing and merchandising for this special new property in Australia and NZ. New Kiri and Lou publishing titles will be launched from August 2021 in time for book week, and additional categories such as toys and apparel are now in active development.
Australians love The Elf On The Shelf®
The Elf on the Shelf® is a fun-filled Christmas tradition that has captured the hearts of children everywhere who welcome home one of Santa’s Scout Elves each holiday season. 2020, Westfield continues to embrace The Elf on the Shelf® with major live activations across 35 malls over the holiday period. The Australian licensing program managed by Merchantwise Licensing and launched in 2020 has been a huge success, with a wide array of products at retail including outerwear and sleepwear by Mitch Dowd, publishing from Hinkler Books, and confectionery by Park Avenue. New categories - including dress-ups, activity books, Christmas décor, bedding, drinkware and dinnerware, and puzzles and games - will be launching for Christmas 2021.
May Gibbs – Inspired by Nature
Iconic Australian author and illustrator May Gibbs continues to capture the hearts and imaginations of generations of Australians with her lovable bush characters, which hold a special place in the Australian consciousness. Today, May Gibbs is a fashion and lifestyle brand inspired by the Australian bush with a unique licensing program of over 20 partners across publishing, apparel, bedding, homewares, fabric, toys, stationery, partyware and collectables. May Gibbs is proud to partner with leading Australian brands to bring the stories and characters to life for fans of all ages. Publishing is at the heart of the May Gibbs brand with May Gibbs’ original books, Gumnut Babies and Snugglepot and
Cuddlepie never out of print for over 100 years. Publishing partner Scholastic Australia has continued to expand its catalogue of licensed May Gibbs storybooks for children with May Gibbs becoming their third best-selling licensed property. Scholastic Australia have also began publishing a newly imagined range of May Gibbs’s classic stories and never before published works, ensuring that every Australian child has the opportunity to experience these classic tales. A host of new product releases, partnerships and retail activations will continue throughout 2021. May Gibbs apparel launched at mass retail with the brand taking centre stage as part of the BIG W Baby Week event in August 2020. The cross-category campaign featured a broad range of products supported by a comprehensive marketing campaign including front of catalogue and strong merchandising both in store and online. The success of the campaign saw several products sell out on day 1 of the event. New apparel ranges continue to release in BIG W with ranges for Toddler Boys, Tween Girls and Men added to the mix. Extensive plans are in development for Baby Week and Christmas gifting in 2021 along with ongoing apparel range releases to take May Gibbs at BIG W to new heights! May Gibbs launched for the first time in Cotton On in 2020 with a range of apparel and pyjamas for babies and kids. The Summer and Winter collections proved popular with many styles quickly selling out online and in stores. A new collection is in development for late 2021. A new partnership with Spotlight Australia sees a compre-
hensive cross-category range of May Gibbs product launch in stores from March 2021. The beautiful sew and furnishing fabric range will be joined by bedding, napery and home décor items to appeal to makers and home decorators Australia-wide. Longstanding partner Kip&Co will be back in 2021 with a new range of May Gibbs bedding, home décor and apparel. The designs feature the signature Kip&Co style with detailed prints and beautiful quality we’ve come to expect from one of Australia’s leading independent homewares brands. Creative, high-end Australian fashion brand Romance Was Born continues to release exciting new capsule collections for women and men, uniquely showcasing the art of May Gibbs. With the success of the first homewares
collection developed exclusively for Australia Post in April 2020, a new collection is in development for Christmas 2021 and will include homewares, stationery and decorations designed by leading Australian gifting and homewares brand La La Land.
The partnership with Walnut Melbourne continues in 2021 with brand new Winter and Summer children’s apparel collections releasing including the popular new Swimwear line. The collection will be ranged in Myer for the first time from April 2021. A new outdoor stage show of Snugglepot and Cuddlepie developed by Eaton Gorge Theatre Company will premiere in 2021 at Royal Botanic Gardens Sydney, Australian Botanic Gardens Mount Annan and Blue Mountains Botanic Gardens. The brand continues to be supported with strong marketing and publicity campaigns, along with continued growth of the May Gibbs Official Online Store and the social media communities.
Blinky Bill – An Australian Treasure
Created by Dorothy Wall in 1939, Blinky Bill is the original Aussie larrikin. The stories of Blinky Bill from ‘The Complete Adventures of Blinky Bill’ has never been out of print in Australia. The little koala with the heart of gold continues to delight audiences around the world, starring in several TV series and movies. The TV series “The Wild Adventures of Blinky Bill” is currently broadcast on Netlix. In January 2021, a Blinky Bill apparel collection from Caprice Australia and made out of 100% cotton from Cotton Australia launched at BIG W in time for Australia Day. The collection, included a range of infant, boys, girls, and Mum’s and Dad’s t-shirts for the very first time. New licensing partners including Park Avenue and Zak Australia, will be launching a range of product in the second half of this year including confectionery, biscuits, nursery, ceramics, gifting and melamine.
Popeye – Strong to the Finish
Popeye is tough, he’s fit, and he’s got grit. He’s a rugged sailor who is always up to the challenge and never backs down. Popeye is the embodiment of strength, and inspires us all to work hard, be persistent, and be “strong to the finish” – with the help of a hefty amount of spinach. The first ever Australian Popeye sportswear collection with online sportswear label, The WOD Life launched in November 2020, ahead of the Australian summer season. The limited-edition range of fashionably branded Popeye sportswear apparel for women and men includes a high-waisted booty short, fleet bra, motion shorts, slash crop, flex short and printed tank. Popeye’s heart of gold, brave and compassionate personality shines across a number of branded sports and training accessories including a scrunchie, printed socks, an immerse headband as well as a quick dry towel and a face mask covering.
The branded range also extended to training support items including wrist wraps, strength wraps, a 4-inch Velcro lifting belt as well as knee sleeves.
85th Anniversary of The Phantom
Eighty-five years of Phantom history has provided a wealth of material for an 85th year anniversary commemorative diary published by Mallon Publishing. The content and design is a coherent and interesting presentation of The Phantom’s rich history. It provides an overview of how the creative spark in Lee Falk’s newspaper strip in 1936 inspired many artists, publishers, and, eventually, other writers to work on The Phantom and keep it alive until this day.
London Underground x Budgy Smuggler
Aussies have a deep and abiding connection with London and the UK.
The London Underground network or the Tube, operated by Transport for London (TFL), has been an integral part of London’s history for over 150 years and transports 1.4 billion passengers per year. New product launches from licensed partners Budgy Smuggler and Caprice Australia will be launching from June 2021 in the UK and in Australia.
Representing many of the world’s biggest names in music for Australia and New Zealand, Merchantwise Licensing is the go-to for band merchandising and licensing.
The Beatles – Get Back
Beatlemaniacs can expect to learn more about Peter Jackson’s Get Back film, as well as the re-release of the original documentary classic, in time for the fiftieth anniversary of the album’s original release. A sneak peek from Peter Jackson
was released to fans in November 2020 providing insight into the direction of the documentary. The film will be releasing globally in August 2021. A wide variety of licensing partners continue to celebrate The Beatles in Australia and NZ with new product releases, including puzzles from Hinkler, gifts and novelties from Rubber Road, posters and wall art from Impact! and a new range of homewares and drinkware from Licensing Essentials. Cotton On’s retail partnership with The Beatles continues to go strong with ongoing ranges of apparel, sleepwear, accessories and gifting.
AC/DC – POWER UP!
PWR-UP is the seventeenth studio album by Australian rock band AC/DC, released on 13 November 2020 through Columbia Records and Sony Music Australia. It is the band’s sixteenth internationally released studio album and the seventeenth to be released in Australia. The album immediately reached the #1 spot in the charts around the globe. AC/DC fans have been snapping up a Royal Australian Mint and Australia Post coin and PNC collection commemorating milestone anniversaries of six of the band’s album releases. This year marks 45 years since the iconic rock legends put out their debut album High Voltage. This cupro-nickel colour print collection is designed to shoot to thrill and features a bonus limited edition coin.
Celebrating Bowie
David Bowie is no longer with us and yet in these past five years since his passing, his star shines even brighter. January 2022 will mark Bowie’s 75th birthday. Expect major media involvement and initiatives from the estate, the label and Perryscope – including special commemorative merchandise.
Manhead Merch now available in Australia for the very first time
Merchantwise Licensing is pleased to be representing Manhead in Australia and NZ. Manhead is a worldwide merchandise company catering to the music and entertainment industry. High profile artists include Australia’s very own SIA, Alanis Morissette, Billy Idol, Hole, Weezer, Fall Out Boy, Garbage, The B52s and Panic! At The Disco. Look out for new fashion collaborations and other merchandise, rolling out from May 2021.
Every twelve months, Kids Insights survey 21,300 kids in Australia to give an unrivaled viewpoint into the world of Australian kids, tweens and teens.
POCKET MONEY ON TOYS GOES DIGITAL
The latest data from Kids Insights shows that 12% of teenagers use or own digital currencies. Almost half of Australian tweens and teens now spend the majority of their money online. With kids now spending so much money and time online, The Insights People have launched Media Mix Compass to help brands and agencies improve the effectiveness of their advertising & media spend. The Insights People surveys more than 5000 children every week aged 3-18 in 17 countries across five continents, and in total surveys more than 340,000 kids a year. As Australia is getting the pandemic under control, kids have expressed more relaxed attitude toward the situation, which has had influence on their spending habits. They are inclined to spend more on activities which were previously hindered due to the pandemic. According to the data, in the lead up to Christmas, kids received more monthly allowances, which on average increased +35% since Q3 2020, with tweens receiving the most generous amount (AUD$359 (USD$283), +82% quarter-on-quarter increase). This results in tweens’ increasing their spending on most categories, which was spread evenly rather than focused heavily in one category. Expenditure on food, drinks and snacks has experienced an uptick of +92% since last quarter, overtaking saving to become the highest spending. At the same time, the amount of 3-9s reporting to buy licensed food in relation to their favourite movie has increased by +34% over the last 3 months. This highlights an opportunity for brands to expand their licensing offering into food products. In terms of other shopping expenses, the last quarter saw children mostly spending pocket money on fashion, toys and video-games. Amazon Australia, kids’ favourite online shop (15%), identified ‘Toys for Creativity’ and ‘Comfort in Classics’ as the two key trends last Christmas. The Kids Insights data shows that LEGO being the favourite toys as well as most wanted new toys for kids across all age groups. Barbie ranks 4th among favourite toys of under 10s, an increase of +264% since November. Kids who favour Barbie over-index on feeling happy frequently (50%, vs 43% average), highlighting the positive impacts of playing with dolls on kids’ well-being. Brands need to keep in mind that toy purchase related to favourite TV show
(38.0%), Movie (31.0%), Game (21.0%), YouTube (16.0%). For example, the number of under 13s considering Trolls to be their favourite toys has increased +100% since November. This can be attributed to the release of Australia’s Biggest Trolls Dance Party and the popularity of the new film, which was released last year. Across all age groups, 10-15s are the demographic most inclined to spend online by a slim majority (51%), which is the 3rd highest rate globally, behind UK and US. However, a slight decline of -7% in this trend was seen from November in place of a rise in offline shopping (+8%), suggestive of a gradual shift to pre-COVID spending habits. Despite being less pressing, coronavirus remains the top concern (43%) and the top topic that kids aged 10-15 discuss with their friends (4%). As kids who shop offline mostly are +22% more likely to be concerned about coronavirus, besides improving in-store shopping experiences, brands should pay more attention to enhancing store safety with a view to increasing in-store footprint. Interesting facts: Australian kids have demonstrated greater independence in spending money, even from an early age. The number of kids aged 6-9 having their parents spend money for them has fallen by +29% since October. Whilst cash remains their most preferred payment method (64%), debit card (+36%) and cash card (+73%) have increased in popularity since June, when Kids Insights began surveying Australia. Despite the rise of offline shopping, cash-less payment methods are expected to experience further growth. These methods give parents greater control over kids’ spending, and also, help kids to manage their spending better, enabling them to learn personal finance management from an early age. This growth of cash-less payment also provides opportunities for brands to integrate and utilise social shopping and DTC models to their platforms. It could be noted that older kids are more inclined to use websites to keep up-to-date with their favourite shops as they get older. Younger kids, on the other hand, demonstrate the most significant interest in using Facebook and YouTube. This can be a huge opportunity for brands looking for new ways to engage with their audience and new places for media planning. Therefore, at the Insights People they try to show the power of each media type for a specific audience. In February they launched the first real-time media tool: The Media Mix Compass. It provides an independent account of kids’ media consumption which will help improve brands decision making in an increasingly fragmented ecosystem. With a 360° view of kids, tweens, and teens ecosystems, brands can segment the data on a global, country, regional, gender or age view, or by their specific attitudes, behaviors and consumption. Kids today have more influence and decision-making power within the home than any other previous generation. This is true for categories such as toys & games or streaming platforms as you might expect. But also, we see kids’ influence growing over many other new categories, such as the purchase of a new car. As the world becomes increasingly digitally focused with more information available, will kids’ pester power in family decision making continue to grow in influence? And will we eventually see household decisions being made at a democratic family level? How brands enter into the family conversation should be considered and activity targeted at speaking to both on a level parents and kids alike will align with.
PRESCHOOLERS (GIRLS AGES 3 - 5) FAVOURITE ONLINE SHOP Kmart 10.2% Amazon 8.8% eBay 6.8% Big W 2.7% MYER 2.7% Target 2.7% H&M 1.4% Coles 1.0% Food 1.0% Shein 1.0%
PRESCHOOLERS (BOYS AGES 3 - 5) FAVOURITE ONLINE SHOP Amazon 13.4% eBay 7.6% Kmart 6.1% Big W 2.2% ASOS 1.9% Catch 1.6% Target 1.6% Woolworths 1.6% Kogan 1.3% Nike 1.3% KIDS (GIRLS AGES 6 - 9) FAVOURITE ONLINE SHOP Amazon 12.0% eBay 8.5% Kmart 6.0% MYER 2.7% Target 2.1% Big W 1.7% LEGO 1.5% Nike 1.5% ASOS 1.0% Smiggle 1.0%
TWEENS (GIRLS AGES 10 - 12) FAVOURITE ONLINE SHOP Amazon 15.3% eBay 7.8% Nike 3.3% Kmart 2.1% City Beach 1.8% Target 1.8% Wish 1.8% Zara 1.8% Shein 1.5% The Iconic 1.5% TWEENS (BOYS AGES 10 - 12) FAVOURITE ONLINE SHOP Amazon 25.8% eBay 8.5% EB Games 4.6% Nike 3.9% Aldi 1.6% Target 1.6% Adidas 1.3% Coles 1.0% Google Play 1.0% Woolworths 1.0% TEENAGERS (GIRLS AGES 13 - 18) FAVOURITE ONLINE SHOP Amazon 13.2% eBay 8.3% None 5.4% The Iconic 3.8% Shein 3.6% Cotton On 3.4% ASOS 2.6% Nike 2.3% Pretty Little Thing 1.8% Wish 1.8%
PRESCHOOLERS (AGES 3 - 5)
FAVOURITE SHOP Kmart 12.3% Big W 4.6%
Target
4.0% MYER 3.5% Woolworths 1.8% Nike 1.5% Zara 1.5% Coles 1.3% Dept Store 1.0% Adidas 0.7%
KIDS (AGES 6 - 9)
FAVOURITE SHOP Kmart 11.8% MYER Nike 3.4% 2.8%
Big W Coles
2.3% 2.0% Target 2.0% EB Games 1.7% Zara 1.7% Amazon 1.6% Woolworths 1.6% TWEENS (AGES 10 - 12) FAVOURITE SHOP Kmart 6.3% Nike 4.9% Amazon 2.7% Coles 2.2% EB Games 2.0% MYER 2.0% Adidas 1.9% Aldi 1.7% Target 1.7% Rebel 1.1% KIDS (BOYS AGES 6 - 9) FAVOURITE ONLINE SHOP Amazon 16.6% eBay 9.0% Kmart 4.8% Adidas 2.1% Nike 2.1% Walmart 1.4% Aldi 1.2% EB Games 1.2% Rebel Sport 1.2% The Iconic 1.2%
TEENAGERS (BOYS AGES 13 - 18) FAVOURITE ONLINE SHOP Amazon 18.6% eBay 12.1% Nike 5.7% JB Hi-Fi 1.7% Adidas 1.6% Coles 1.2% Culture Kings 1.0% Kmart 1.0% MYER 1.0% Wish 1.0%
To learn more about the Kids Insights Media Mix Compass, and to receive complimentary access to the tool and a copy of an example report please visit: www. kidsinsights.com/ mediamix To learn more about the attitudes, behavior and consumption patterns of kids, parents and families, and to get freemium access to the Insights People real-time data portal, please visit: https:// kidsinsights.com/ totallicensing/
TEENAGERS (AGES 13 - 18) FAVOURITE SHOP
Nike 4.6%
Kmart
3.8% MYER 3.4% EB Games 2.7% Cotton On 2.6% Coles 2.1% Zara 1.7% JB Hi-Fi 1.6% H&M 1.4% Aldi 1.3%
It continues to be a very unpredictable time, but one constant is that consumers are looking for optimism, products and activities that provide moments of connection and joy. Disney Consumer Products has plenty of these planned for 2021.
In the Disney portfolio, they start the year celebrating the 95th anniversary of Winnie the Pooh. The year-long celebration kicked off recently, but there is plenty more to come. Disney are beyond excited for the release of Raya and the last Dragon next month, an exciting, epic journey to the fantasy world of Kumandra. Raya is on a journey to track down the legendary last Dragon to restore the fractured land and its divided people. Raya features an outstanding voice cast, including Kelly Marie Tran, Awkwafina, Gemma Chan and Qui Nguyen and Adele Lim (of Crazy Rich Asians) wrote the screenplay.
Raya is not the only Princess with big plans this year and Disney is excited to reveal more later in the year. Also coming up for Disney, 101 Dalmatians villain Cruella will hit the big screen in 2021. Cruella is played by Emma Stone, set in and inspired by 70’s punk rock London, it is an original story that takes place prior to the events of 101 Dalmatians. It’s a unique opportunity for ‘inspired by’ products based on unique looks, icons and accessories in the film. Following the impact of Pixar Animation Studio’s Soul, released in late 2020, Luca is the next Pixar Animation Studio original film and is scheduled for release in June. It is set in the breathtaking Italian Riveria and described by the director as a “love letter to the friendships of our youth”. In exciting news for Disney+, inspired by the classic fan favourite, Monsters Inc, Monsters at Work will launch later this year. Consumers can also expect to hear plenty of noise as Disney celebrates Pixar Cars 15th anniversary in the second half of the year. Moving to Marvel, Disney has come out of the gates strong with WandaVision on Disney+ heralding “Phase Four” on the Marvel Cinematic Universe. Viewers can expect more interconnected storylines that not only span the years to come but span mediums—including theatrical and Disney+. In 2021 they have upcoming new content releases planned including Falcon & the Winter Soldier, Loki, Avengers Mech Strike, What if…?, Shang Chi and the Legend of the Ten Rings, Spidey and his Amazing Friends. Beyond this incredible slate, another reason to celebrate is Deadpool turning 30. This key fan beat will allow Disney to have some fun with new creative and product across all categories leaning into the character’s unique and outrageous humour. For Star Wars, following their epic Mando Mondays campaign in 2020, there are no signs of the pop culture sensation Grogu or the momentum of The Mandalorian slowing down. This will be complemented by a celebration of the first 50 years of LucasFilm, kicking off with commemorative, fan-favourite 50th anniversary Star Wars products. The launch starts in January and will continue throughout the year with special edition product releases. There will also be several new content and gaming releases scheduled for Star Wars. One of the most anticipated is the new animated series from Lucasfilm, Star Wars: The Bad Batch. Fresh off of the critically-acclaimed series finale of Star Wars: The Clone Wars, the Disney+ original series will premiere on the streaming service in May 2021. But it does not end there. Disney also has exciting plans for their Fox and new IP portfolios. Stay tuned for exciting announcements from National Geographic, ESPN, and more.
Established over 27 years ago, Haven Global represents blue chip licensors including Nickelodeon, Sanrio, Sesame Workshop, MGA Entertainment, The Pokémon Company and more for the Australian and New Zealand market, as well as representing global rights for You Tube powerhouse brands including Vlad & Niki, and CKN Toys.
VLAD & NIKI
Vlad & Niki is the global preschool phenomenon and highest rated boys channel on YouTube starring the imaginative personalities and antics of brothers Vlad and Niki, who are showcased in non-stop fun adventures. Since launching on YouTube in 2018, Vlad & Niki have attracted more than 152+million subscribers worldwide, 62+ million subscribers to their English Channel and 80+ billion views, while averaging five billion monthly views on 16 channels and translated into 13 languages. Each episode is produced with a creative mix of live action, animation and music to create comedic videos for the preschool demographic. Vlad & Niki is headed by co-founders Sergey and Victoria Vashketov, the parents of Vlad and Niki. Haven Global is leading all licensing efforts for Vlad and Niki on a worldwide basis and have a growing licensing program. Recent highlights include Zuru Toys who will release product at retail in early Summer along with Playmates Toys. In terms of fashion and branded merchandise, Haven have signed deals with the Entertainment Retail Enterprisese for North America and Evode Group Ltd for international territories. Vlad & Niki were recognized by the International Academy of Digital Arts & Sciences’ 10th Annual Lovie Awards for outstanding work in the Shortlist category. They received numerous YouTube Creative Awards, commonly known as Play Buttons, including a Ruby Play Button for 50 million subscribers; three Diamond Ruby Play
Buttons for 10 million subscribers; 16 Gold Ruby Play Buttons for a million subscribers; and 16 Silver
Ruby Play Buttons for one hundred thousand subscribers.
Vlad is the rambunctious, adventurous and competitive older brother who enjoys playing soccer, kickboxing, and water sports. A natural performer, Vlad is obsessed with animals and, when not in school, he spends his free time hip hop dancing and singing to his favorite performers including Maroon 5 and Imagine Dragons. Vlad is in second grade and speaks English and Russian. Niki is the precocious younger brother who loves traveling, fashion, singing, dancing, painting and being creative. In his free time he enjoys do-ityourself projects, arts and crafts, cooking and baking - pies are his favorite. Niki is in kindergarten and speaks English and Russian. Victoria is the fun-loving mother whose lively personality is essential to the Vlad & Niki storytelling. The mother of three began her career performing as a competitive gymnast in Russia. She had a reputation for being the lively, expressive gymnast showcasing her exuberant personality during competition. The Vlad & Niki video-streaming property is created, written and produced by Sergey, the boys’ father, and his wife Victoria. Before garnering viral global attention, Sergey was a successful salesman and applied his skills to help create a worldwide brand that includes international licensing deals and brand integration.
BLIPPI
On a different note, Haven has added Kids entertainment sensation Blippi to their powerhouse portfolio, rounding out their partnership with Moonbug Entertainment, the largest kids digital entertainment company in the world. With over 16 billion lifetime views and 650 million monthly views, Blippi’s lively blue & orange outfit has become synonymous with the contagious curiosity that fuels the fun & educational content loved by millions of 2-6 year olds worldwide.
“We are absolutely thrilled to add Blippi to our portfolio” says Tom Punch, Managing Director, Haven Global. “We have been chasing this brand for years and are delighted through our relationship with Moonbug and their recent acquisition of the brand to welcome Blippi to the Hav-
en family. Jazwares was named master toy licensee late last year and the range including figures, vehicles, plush & educational sets is already off to a good start, with distribution locally by Banter Toys”.
“There’s a huge amount of pent up demand for Blippi product in our market”, Yvonne King, Director, goes on to say. “Blippi’s enthusiasm is so infectious & the breadth of educational categories he covers allows us to bring the brand to life across a vast array of products”.
“Bringing the beloved Blippi brand to more kids throughout the world requires trusted partners that share our vision,” said Simon Philips from Moonbug. “We are thrilled to be partnering with Haven to expand the Blippi merchandise and toy lines, and are confident that kids and families will love what we have in store for them.” Haven Global is an internationally recognised multi-award winning Australian based licensing agency established over 27 years. Haven Global represents blue chip licensors including Nickelodeon, Sanrio, Sesame Workshop, MGA Entertainment, The Pokémon Company and more for the Australian and New Zealand market, as well as representing global rights for You Tube powerhouse brands including Vlad & Niki, and CKN Toys.
MR MEN LITTLE MISS
Haven Global report that the Mr. Men Little Miss will celebrate their 50th Anniversary by inviting consumers to vote for two new characters In a world-first, fans will have the chance to cast their vote from a selection of new diverse faces and help decide on two new characters, in order to shape the next 50 years of the brand.
A family favourite for 50 years, there’s a Mr. Men Little Miss character (or two!) inside us all, with a diverse cast of over 90 characters to discover. For the first time ever, the general public will be able to decide the next characters to be turned into classic Mr. Men Little Miss books. The contenders are Mr Calm, Little Miss Brave, Mr Brilliant, Little Miss Kind and Little Miss Energy.
Fans can vote for their favourite via www.mrmen.com: Voting closes on the 31st March, with the winners announced later in the year.
Alastair McHarrie, Sanrio Licensing Director, comments: “The Mr. Men Little Miss 50th Anniversary in 2021 provides an opportunity to reflect on the role the brand has played for many generations of kids and adults across the world. Our celebrations will lead with two new characters chosen by our fans joining our family of well-loved characters and we can’t wait to see which 2 are chosen.”
When the late Roger Hargreaves created the Mr. Men character, Mr. Tickle, in 1971, the book went on to sell a million copies in just three years. Adam Hargreaves, son of the original creator adds: “It’s amazing to see people are still connecting to the books after 50 years, they have always been about getting people to relate with the unique characters and identify the different traits of their own personalities, so it’s great to involve the fans and let them help shape the next 50 years of Mr. Men.”
Currently one Mr. Men and Little Miss book is sold every 2.5 seconds worldwide, and lifetime sales total 250 million books. In total, Mr. Men Little Miss books are published in 17 languages worldwide. In Australia, the top selling books for 2020 including Little Miss Sunshine and Little Miss Hug. Creator Roger Hargreaves passed away in 1988 and his son, Adam Hargreaves continued the business writing and drawing the Mr. Men Little Miss books. Currently, the largest European growth markets are Greece and Israel, which have seen year on year sales double since 2017 and double sales figures since 2018 retrospectively. China is predicted to expand the Mr. Men Little Miss business with the 25% market share following doubling year on year sales
NFL AND UFC ARE BIG IN AUSTRALIA
IMG report that the NFL’s Australian and New Zealand-based licensing portfolio is growing with a number of recent deals. Most recently, the hugely popular U.S. league partnered with Melbourne watch designer Uncle Jack to produce limited-edition NFLbranded watches in a deal brokered by IMG. The Super Bowl Champions watch is the first to launch featuring 2021 champions, the Tampa Bay Buccaneers. This is available now through Uncle Jack’s online store. Additionally, NFL has partnered with Cotton On Group, Australia’s largest global retailer, to launch a men’s activewear collection, and The Stubby Club to launch NFLbranded barware and sports games. The latter is available from June 2021 on The Stubby Club’s online store, and includes beer growlers, beer pong tables, mini table tennis tables, and whiskey stone sets. Assassin’s Creed, one of the bestselling series in video game history, recently partnered with Licensing Essentials to launch a gifting and apparel collection in a deal brokered by IMG. The collection was aligned with the release of the Valhalla game in November 2020 and has been selling very well. As one of the strongest pound for pound markets for the organisation, UFC in Australia continues to grow and celebrate record-breaking events, crowned champions and an evolving fan base. The region holds the record for the world’s largest attendance for an MMA event, set in October 2019 with 57,127 fans packing
Melbourne’s Marvel Stadium at UFC 243: Whittaker vs. Adesanya with 57, 127. The previous record, also broken in Australia by UFC at the same stadium was UFC 193: Rousey vs. Holm in November 2015 with the attendance marked at 56, 214. In 2020, UFC not only celebrated 10 years of live events across Australia and New Zealand but a dramatic increase in social media followers, video views and engagement across all platforms. In addition to numerous worldwide deals, UFC’s new exclusive global outfitting and apparel partner, Venum, will kick off their partnership in April this year. UFC is launching new products in Australia and New Zealand through additional deals brokered by IMG. UFC recently partnered with GiftBox, Australian home and gifts retailer, to launch a collection of sleepwear, underwear, socks, gifts, accessories, and hardgoods. The line is available now in the country’s 200 GiftBox stores and online at https://www.giftbox.com.au/ sports/ufc. Additionally, Licensing Essentials has been appointed to launch UFC lifestyle and fan apparel and accessories, which will be available across various retail outlets in Australia and New Zealand later this year.
Making Children Superhappy!
Moose exists to make children superhappy and 2021 will bring more Moose magic than ever before.
Dream Seeker
The long-anticipated launch of Dream Seeker dolls has finally arrived. Hope, Luna and Bella are the magical best friends who help kids grow in confidence. These kind, mystical dolls share in kids’ dreams and wish for them to come true.
Dream Seekers bring an innovative kind of interaction to market. They’re modern and fashionable with a cuddly, wholesome touch. Kids can write down their dreams using the beautiful packaging, and know their Dream Seeker will keep them safe. With silky soft hair, posable legs and swappable shoes, each fairy doll offers endless imaginative ways to play.
Real Littles
Teeny sized but with big play potential, Moose are sure that Real Littles will be clipped to every school bag. Super cute mini backpacks, handbags and lockers are stuffed with awesome collectable school supplies.
Tradeable and wearable, Real Littles re full of surprises. Whether a stylish backpack with tiny stationery, a glam handbag with micro accessories or a novelty-sized school locker, Moose are sure that kids will want to collect them all.
Treasure X Ninja Hunters
Unboxing doesn’t get cooler than Treasure X Ninja Hunters. Kids use the Power Sword to carve their Treasure X Ninja from wax. Once the fighter is free, kids can ninja-chop the block to discover the treasure (1 in 10 are dipped in real gold)! Armed with bounty, the ninjas are ready to fight, explore and hunt some more.
Bluey
Crowned the #1 growth property in the Aussie toy market and the winner of the 2020 Pre-School License of the Year, Bluey is capturing hearts the whole world over.
The relatable take on Aussie family life has proved irresistible for adults and kids alike.
Bluey encourages parents and kids to get super creative with imaginative play. From gripping board games to collectable figurines to snuggable plush toys, preschool kids can create endless worlds of their own.
By Noelene Treloar, of Counsel and Adrian Trioli, Principal
Adrian M Trioli Patent and Trade Mark Attorney
Noelene Treloar
The Toy Industry is increasingly relying on intellectual property (IP) to protect innovation and to use as part of a licensing strategy to increase sales revenue opportunities and maximise exposure to new customers throughout the world. Trade marks are one form of IP and play a key role in brand recognition for toy products.
As an extension to our Total Licensing March 2020 article on “Protecting Innovation in the Toy Industry – Intellectual Property 101” (click here to view], we outline below our Top 3 Tips for Licensing Trade Marks in the Toy Industry.**
Trade Marks
A trade mark is a ‘sign’ used to distinguish the goods and services of one trader from another – it is a bade of commercial origin. A ‘sign’ can take many forms including any letter, word, name, signature, numeral, device, brand, heading, label, ticket, aspect of packaging, shape, colour, sound or scent. Trade marks may be registered or unregistered. Each territory has its own trade mark registration process and procedure, and there are generally similarities in approach between major trading regions. For example, when trade mark rights are acquired through a trade mark registration process, the mark will commonly be classified into a subcategory of 45 different classes – 34 classes for goods, and 11 classed for services. Toys and playthings are classified in class 28, books in class 16, clothing and headgear in class 25, and software products in class 9. Registration of a trade mark provides an owner* with significant legal rights of potentially indefinite duration. This includes the ability to bring infringement proceedings against unauthorised persons using the same or similar trade mark on goods and services covered by a trade mark registration.
Licensing
When considering whether to licence the trade marks associated with your toy product, we recommend the top 3 considerations outlined below. However, it is important to note that there are many other factors to consider when entering into a licencing arrangement including realistically assessing whether the toy product would benefit from a licensing strategy, whether the licence is exclusive or non-exclusive, the term of any licence, royalties and advances, product exclusions etc
List the Trade Marks in a Licence Agreement
Preparing for negotiations relating to the Licence Agreement can provide the licensor with a timely reminder to review their portfolio and identify any gaps in protection.
Whether registered or unregistered, a License Agreement should specifically list the trade marks being licensed by the licensor, the relevant goods or services the subject of the licence (i.e. the licensed product) and the territory. This will help to avoid any confusion between the licensor and the licensee on whether appropriate rights have been granted.
The simplest approach is to set out the details in the Schedule to an overarching Licence Agreement. Alternatively, the parties may decide to enter into a separate Trade Mark Licence Agreement specifically addressing aspects associated with the licence of the trade mark rights by the licensor.
Register Your Trade Marks
We recommend that you take steps to register your trade marks in your territories of interest, and in the territories that any licensee is authorised to offer, manufacture, distribute or sell the toy product. The registered marks should be for the key goods and services relevant for the trade mark and the licensor should consider any brand extension categories for the toy product – with food being a popular expansion category at the moment given the stay-at-home directives.
The Licence Agreement should then include details of the registered trade marks (or trade mark applications); responsibility for renewals; responsibility for management of infringement proceedings and notification of similar marks; confirmation that the licensee will not challenge the validity of the trade marks; confirmation that any reputation or goodwill generated through the use of the trade marks by the licensee belongs to the licensor and will be assigned on termination of the licence; and quality standards (see below).
Quality Control and Use Requirements
Any authorised use of the trade mark by the licensee will reflect upon the licensor. It is therefore important for a licensor to provide the licensee with guidelines on how the trade mark may be used in relation to the licensed goods/services. The aim is for the trade mark to be used on behalf of the licensor in a consistent manner across all products, packaging, labelling, promotion, communications, advertising, sales and territories.
A Licence Agreement should also outline the quality control requirements for the use of the trade mark. The licensor should closely review the licensed goods/services throughout the duration of the Licence Agreement and provide feedback to the licensee. Failure to do so by the licensor may result in the licensor losing control of the trade mark.
Summary
Trade marks are one form of IP and play a key role in brand recognition for toy products. Trade marks can be licensed to increase sales revenue opportunities and maximise exposure to new customers throughout the world. While there are many factors to consider when licensing trade marks associated with your toy product, our top 3 suggestions to consider are
• List the trade marks in the Licence Agreement; • Register your trade marks in the territories of interest and across all goods and services of interest; and
• Include quality control and use requirements in the Licence Agreement.
What other categories can your toy brand expand into?
*Note: This article assumes that you have conducted your due diligent to confirm that you own all IP rights in your toy product. This should be done before you enter into any Licence Agreement.
**Note: This article has been prepared for general information purposes only and not for the purposes of providing legal advice. Please contact the authors if you require assistance in Australia or New Zealand (www.adriantrioli. com). Noelene Treloar will also be participating in the Virtual Australian Toy Fair from 1-5 March 2021. Otherwise, please liaise with your local IP Counsel to put measures in place to best protect your IP.
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NEW LICENSES FROM AMSCAN
Amscan Asia Pacific is excited to launch a whole host of newness for 2021! With a plethora of new licenses and generic products, there’s everything consumers need to celebrate any occasion throughout the year! With the anticipated launch of their Costume Range coming in Autumn, they welcome the arrival of the Nickelodeon and Viacom portfolio. There are plenty of firm favourites to choose from with sizes starting at 6 months through to adults. Join Chase, Marshall, Rubble and the gang with Amscan’s PAW Patrol range. Comprising six characters and an option of standard or deluxe costumes to meet varying price points sizes range from 6 months to 12 years. In terms of the Teenage Mutant Hero Turtles styles, these are available in baby, child and adult sizes. With both jumpsuit and dress styles available, consumers can customise their look depending on their preference, and what’s more, each costume comes with all four bandana masks so customers can choose between Donatello, Leonardo, Raphael and Michelangelo, as many times as they wish! Additional designs include those little genies Shimmer and Shine, complete with clip in hair extensions, as well as SpongeBob and Patrick costumes, again for children and adults. There are also new movie character costumes too, including Cher from Clueless’ iconic plaid suit, that Flashdance outfit, Forrest Gump’s running attire, Ron Burgundy’s Anchorman ensemble, as well as all the favourites from Grease! The portfolio is enhanced even further with those nostalgic costumes from both South Park and Rugrats! Amscan see these as a great addition to their licensed portfolio, and they are sure their customers are going to be just excited as they are for costumes to land down under at Amscan. Amscan’s party ranges also have new ensembles added, ready to celebrate more in 2021! Preschool character, Bluey, joins Amscan’s licensed portfolio this Winter. Bluey and Bingo set the ultimate party line up complete with foil balloons to coordinate with all those core essentials. Alongside a photo booth kit for those perfect party snaps, are paper kraft bags for that those take-home goodies and also cupcake picks. Another addition to our licensed ranges available this Autumn, is Spirit: Spirit Riding Free. A popular toy franchise and currently airing on Netflix, Amscan’s party range is sure to be a hit with fans of the DreamWorks animation series. Comprising a new party and balloon range, product is in its iconic colour palette complete with boho and Spirit style motifs. With just under 20 items in the range, customers can create the ultimate setting complete with décor for the table, décor for the room and also Spirit Riding Free treat boxes to take home which can be packed with our party toys including tiaras and tattoos. The educational animated series of Blue’s Clues, joins the portfolio later this year. Amscan will have everything needed to set the scene, from decorations and photo props through to candles and stickers. There will also be latex and foil balloons to coordinate or for customers to purchase as a birthday gift for a standalone statement! Ones to watch for later this year, include the new preschool franchise Cocomelon including both a party and balloon assortment and also a range of May Gibbs inspired designs for all the little gumnut babies out there! Balloons were heroes of 2020 and this is set to continue throughout 2021. There is plenty to choose from. New Airloonz have been a real success story and there are licensed additions coming soon to the assortment! The trend for celebrating at home also maintains popularity and with this in mind there are plenty of items available for customers to continue to be creative.
