The Bugg Report Magazine — Edition 47 by thebuggreport

FROM THE EDITOR

WELCOME TO THE TOY FAIR! Welcome to Edition 47 of The Bugg Report Magazine, featuring at this year's Toy Hobby & Licensing Fair hosted by the Australian Toy Association in Melbourne. 2023 had some great features in The Bugg Report throughout the year including Paramount, Care Bears, Bluey and Squishmallows. We also had a great feature on Blue Chip Brands and their 20th Anniversary. Back in October 2023 we featured an interesting report from BrandTrends called Catalysts of Success for Growing Licenses in Australia — Shared Traits and Diverse Appeal. Some of the most favourite brands that were called out from the 0-14 and 26-65 age groups were Bluey, LEGO, Barbie, Marvel, Star Wars and The Simpsons. The report concluded that to succeed in the Australian licensing market, important considerations include Embracing Local Identity, Collaborate Creatively, Diverse Appeal, Stay Relevant and Prioritise Sustainability. It is well worth taking a look at the report as we move into 2024. Looking at the trade events calendar for 2024 and there are all the key events back on the schedule including our local Toy Hobby & Licensing Fair, ATA Mid-Year Preview, Kidscreen in February, the Hong Kong Licensing Show in April, Licensing Expo China in July, Comic-Con in July, Licensing Expo in May and Brand Licensing Europe in September.

Managing Director — Tony Bugg tony@buggsolutions.com.au Editor & Designer — Matthew Bugg matt@buggsolutions.com.au Published by Bugg Marketing Solutions info@buggsolutions.com.au PO BOX 491, Berwick VIC 3806

EDITION 47 — FEBRUARY 2024

There are a number of events and awards that will take place at this year’s fair including the Gala Dinner, 25 Year Club, Product of the Year Awards, Environmental and Sustainability Award, Judges’ Choice Award, Kids’ Choice Award, Licensed Property of the Year and the Rising Star Award. Keep an eye out for the winners to be announced! Hopefully 2024 will offer a good year for licensing and things will improve in the economy as well as increased optimism heading into 2025. Based on the trends from 2023 it would be reasonable to expect similar trends this year including sustainability, collaborations and nostalgia. We hope that you enjoy the fair this year and please consider visiting The Bugg Report website and subscribing to our updates which focus mainly on the Australian Brand and Licensing Industry.

Advertising — bookings@buggreport.com.au Feedback — editor@buggreport.com.au Media — media@buggreport.com.au The Bugg Report has been compiled as a guide to retail, sports, lifestyle, toys, licensing and/or other related matters. The views and opinions provided are based upon the views and opinions of our writers. In no way is The Bugg Report a factual guide to retail, sports, lifestyle, toys, licensing and/or other related matters and does not take responsibility for how the information provided is used by its consumers.

INSIDE THIS EDITION WELCOME TO EDITION 47

BBC STUDIOS — THIS IS BLUEY — FOR REAL LIFE

JASNOR AUSTRALIA — MARKET WRAP

ZURU TOYS — MARKET WRAP

FEATURE INTERVIEW — CLOUDCO ENTERTAINMENT

COLUMN — WIDE EYES NEWS FROM THE TUBE

AUSTRALIAN TOY ASSOCIATION — WELCOME TO TOY FAIR

FEATURE INTERVIEW — THE BLACKMILK CLOTHING STORY

AUSTRALIAN GEOGRAPHIC — IT’S IN OUR NATURE

RETRO ACTIVE — THE RESURGENCE OF RETRO TOY TRENDS

BRANDTRENDS — PRESENTING THE JOURNEY OF LICENSESELECTOR

www.buggreport.com.au

EDITION 47 — FEBRUARY 2024

www.buggreport.com.au

MARKET WRAP JASNOR AUSTRALIA VISIT JASNOR —STAND B40 www.jasnor.com

Jasnor Australia

HOME TO ICONIC BRANDS & CHARACTERS Jasnor is a leading distributor and manufacturer of popular licensed toys and gifts, offering an extensive lineup of highly sought after brands across multiple product categories which include pre-school toys, gifts for baby, infant feeding, plush and stationery collections. Their distribution and manufacturing portfolio includes iconic brands and characters such as Pusheen the Cat, Bluey, Disney Baby, Beatrix Potter, Claris the Chicest Mouse in Paris, The World of Eric Carle, The Gruffalo, Paddington Bear, Sesame Street and more. Renowned for offering evergreen brands, Jasnor’s 2024 product line up at Toy Fair includes many familiar faces and as well as exciting new brands to bring freshness to your shelves for the New Year. In partnership with Merchantwise, Jasnor was thrilled to launch a Teletubbies collection of Talking plush in December 2023, with the range promptly selling out before stock arrived! The Teletubbies foster the imagination of audiences young and young-atheart in a wonderfilled world with joyful exploration, visual anticipation, and silly surprises while embracing their own offbeat quirkiness and diversity. Currently airing on Netflix, the re-modelled episodes from the original series, see friends Tinky Winky, Dipsy, Laa-Laa and Po enjoy wonder-filled adventures as they learn and grow. 08

EDITION 47 — FEBRUARY 2024

A brand new range of Numberblocks and Alphablocks electronic learning aids are arriving in March, rounding out Jasnor’s growing collection of ELA formats for preschoolers. Launched on Netflix in May 2020, Numberblocks is a BAFTA awarding winning revolutionary maths brand created by Joe Elliot and made by Blue Zoo Animation Studios. The show uses humour, music, inventive animation, delightful characters and engaging storylines to show children under the age of 6 how numbers really work. The animations are even incorporated into Australian school curriculum, so the new range of 4 ELA’s is destined to be a popular choice for parents looking to foster a love of learning at an early age. Expanding their nursery category, Jasnor is excited to add brand new infant ranges from Harry Potter, Sesame Street, Paddington, The World of Beatrix Potter and Disney’s The Lion King to their already stellar line up of highly sought after brands. With popular characters reimagined in various nursery formats including comfort blankets, developmental activity toys, soft books, wooden toys and puzzles and playsets, these instantly recognizable and beloved brands are the key to strong sales in 2024 as consumers will be less risk averse and opt for familiar, tried and tested brands. Be sure to visit Jasnor at the Australian Toy, Hobby and Licensing Fair in February to see their comprehensive collection of in-demand iconic brands and characters.

Unforgetable Journeys, Endless Success: Embracing the Pokémon Brand Magic Pokémon is one of the most popular and successful entertainment franchises in the world, encompassing video games, mobile apps, the Pokémon Trading Card Game (TCG), animation and movies, Play! Pokémon competitive events, and licensed products. It was first established in Japan in 1996 with the launch of the Pokémon Red and Pokémon Green video games for the Game Boy™ system. The video games were released internationally in 1998 as Pokémon Red and Pokémon Blue. New episodes, movies and mobile games are consistently being released continuing Pokémon’s endless success journey. ©2024 Pokémon / Nintendo / Creatures / GAME FREAK.

A new adventure is beginning within the wide world of Pokémon with Pokémon Horizons: The Series! Arriving at Indigo Academy, a girl named Liko receives her first partner Pokémon, Sprigatito. But she soon finds herself pursued by the Explorers, a mysterious group that’s determined to take the pendant necklace she wears. Liko isn’t on her own, though, as Friede, Captain Pikachu, and the other Rising Volt Tacklers offer her protection aboard their airship. Meanwhile, a boy named Roy dreams of becoming a Pokémon Trainer, unaware of the secret hiding within the Ancient Poké Ball he carries. As Liko, Roy, and the Rising Volt Tacklers set sail for new horizons, what kind of discoveries await?

Over

440

million video games sold worldwide

Pokémon animation: 1,000+ episodes 26 seasons 30+ languages 23 movies

Pokémon TCG:

countries and regions

languages

Pokémon mobile apps for trainers of all ages

7+ million followers, YouTube: 5+ million subscribers, Twitter/X: 7+ million followers, Instagram: 4+ million followers

Facebook:

2023 Australian Toy Association Collectable Product of the Year. Pokémon TCG Sword & Shield 11 – Lost Origin Booster 2022 Australian Toy Association Overall License of the Year Winner - Pokémon by Haven Licensing 2023 Australian Toy Association Overall License of the Year Finalist – Pokémon by Haven Licensing

For Licensing opportunities, contact: Anna Dupree: anna@havenglobal.com

MARKET WRAP ZURU TOYS REIMAGINING PLAY, EVERY DAY. www.zurutoys.com 2023 was a fascinating and unique year for the Toy industry, locally in Australia and globally. There were headwinds, tailwinds, all sorts of winds. Despite this, ZURU were extremely resilient, and we delivered a record year in Australia, which is testament to the team’s commitment and our partner’s support. A huge thank you to all our retail partners, licensors, and All Brands (ZURU’s Strategic Distribution Partner). Together we had a highly successful 2023 and we cannot wait for 2024. When looking ahead to 2024, we’re incredibly excited and with our relentless focus on continuous and compounding improvement believe we’re well positioned to accelerate our partnerships and continue to bring new and innovative solutions, which will excite and inspire our customers.

NEW COLLECTIBLES MINI BRANDS SNEAKERS

MINI BRANDS BOOKS

There are 30+ Iconic Minis of your favourite Sneaker brands to collect. These Mini Sneakers have the tiniest details including their own shoe box!

There are 40+ Iconic Minis of your favourite books to collect. Each Mini Book has real readable pages, find the Mini magnifying glass to see all the Mini detail!

MINI BRANDS MASTERCHEF

MINI BRANDS FASHION

Create and collect 11 iconic MasterChef Mini Dishes. Unbox everything you need to become a Mini MasterChef including a UV LED toque to speed up your cook time and a recipe for the real dish to recreate in full size!

There are 80+ Iconic Minis of the latest looks, including Handbags with working clasps and zips, shoes right off the runway and fashion accessories to complete your look.

5 SURPRISE NBA BALLERS

Draft, trade and collect with 5 Surprise NBA Ballers. Each capsule includes 1 of NBAs elite players including rare figurines that are frozen in epic game time celebrations! There are 30+ to collect, get ballin' now to collect them all!

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FEBRUARY EDITION 447——MARCH 20232024

RAINBOCORNS MONSTERCORN

Step into the spooky world of Monstercorns! These eerie-sistible creatures hold 35 delightful surprises within. Collect all six Monstercorns, each with their own special charm that makes them too cute to spook! Transform you and your Monstercorn into a creepy creature with wearable and shareable bat wings. Discover the spooky potion compound and create mystical concoctions!

SMASHERS JUNIOR DINO DIG

Smashers Junior Dino Dig is the BIG adventure for little explorers. Your little one will love digging through the soft dino dough and discovering hidden dinosaur pieces. Using problem solving, they’ll connect the dino pieces and create their new Dino pal. There are 18 surprises in this adorable egg including 6 molds to shape the huge 1kg of dino dough

RAINBOCORNS EGGZANIA

Crack into all-new Eggzania Mini Mania! This egg is oozing with over 10 surprises and brand new Eggzania characters! Remove the egg from the nest to hatch open your super-squishy Eggzania plush! There are 6 Eggzania animals to collect!

MA AN N II A A !! N II M M M II N

Get in touch INSTAGRAM

zuru.toys TIKTOK:

@zurutoys EMAIL

salessupport@allbrandstoys.com WEBSITE:

allbrandstoys.com

www.buggreport.com.au www.thetoyuniverse.com.au

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FEATURE INTERVIEW CLOUDCO ENTERTAINMENT WITH CHARLOTTE PAYNE INTERNATIONAL LICENSING DIRECTOR

A CHILDREN'S ENTERTAINMENT COMPANY WE SPEAK WITH INTERNATIONAL LICENSING DIRECTOR, CHARLOTTE PAYNE ABOUT CARE BEARS™, MADBALLS™ AND ANZ LICENSING Cloudco Entertainment is an entertainment studio with a wide range of properties including Care Bears™, Madballs™ and Holly Hobbie™. Back in October, Cloudco welcomed Charlotte Payne (International Licensing Director) and Noelle Nuñez (Manager of Retail Development) into the Company to develop their global licensing initiatives. The Bugg Report spoke to Charlotte prior to the 2024 Toy Hobby & Licensing Fair in Melbourne about her new role, the Cloudco brand portfolio and licensing. Hello Charlotte, thank you for speaking to us. Can you tell us a little bit about your new role as International Licensing Director for Cloudco Entertainment and your main focus areas? Charlotte Payne Cloudco Entertainment International Licensing Director

Australia remains a priority market for us with so many devoted fans, and we're committed to bringing unique and innovative experiences to this nostalgic audience. 18

EDITION 47 — FEBRUARY 2024

In my role as International Licensing Director for Cloudco Entertainment, my primary focus is expanding our global brand presence, forging new partnerships, and ensuring fans worldwide can enjoy the magic of our beloved brands. We've seen great success with partners like Caprice and Headstart, offering inspiring products and retail exclusives, including the engaging Rare Bears. Big W, Cotton On, and Peter Alexander remain important retailers for us, and we aim to further grow the Care Bears brand with their consumers in mind. Peter Alexander has an exciting worldwide exclusive design aesthetic planned for 2024 as well so keep your eyes peeled for more on this. Australia remains a priority market for us with so many devoted fans, and we're committed to bringing unique

and innovative experiences to this nostalgic audience. Fans can look forward to a year filled with fun, including culinary experiences, live events, pop culture retail activations, and immersive new experiences. We've also marked September 9th as 'Share Your Care Day,' where we plan to celebrate our annual giveback holiday with fans worldwide. 2023 has been a challenging year, however heading into 2024, what are you optimistic about for Care Bears globally? While 2023 posed its challenges, heading into 2024, I'm incredibly optimistic about the global potential for Care Bears. With our fantastic team and exciting collaborations in the works, we're poised to bring even more joy and positivity to fans around the world. The recent Forbes article which highlighted that Care Bears and other classic toys are back in vogue was interesting. How do you see this? The Forbes article certainly captured my attention. Seeing the Care Bears prominently featured highlights how these classic icons continue to

resonate with audiences today. It's not about a comeback; it’s about their timeless relevance. This aligns perfectly with our brand’s journey. We're channeling the positive messages of the Care Bears to innovate within our brand, reinforcing our commitment to mental wellness and sustainability. As we navigate the brand’s evolution, we're keen to embrace the values that Care Bears represent — kindness, empathy, and care. It’s these principles that are steering our brand towards a future where mental wellness and environmental care are at the forefront. The Care Bears' enduring appeal is a beacon for our mission as we strive to support our community's wellbeing and contribute to a more sustainable world. From a licensing point-of-view, what are you focused on over the next 12-18 months for the Care Bears brand? From a licensing perspective, our focus over the next 12-18 months for the Care Bears brand includes exploring innovative collaborations, expanding product lines, and enhancing the overall fan experience. We're excited about the opportunities ahead. www.buggreport.com.au

What are you most excited about when it comes to the Australian market? I'm particularly excited about the Australian market. It's a region with a strong affinity for our brands, and we're looking forward to building on our presence there, connecting with fans, and creating memorable experiences. We have some exciting plans lined up, including the launch of Noble Heart Horse. This is an exclusive market debut for Australia, as it was never produced back in the 80s, making it a unique offering for our Australian fans. Additionally, we're exploring opportunities for unique collaborations, with the first one set to launch in Q4 2024. Furthermore, we're thrilled to expand our range of baby products featuring new assets, catering to a broader range of age groups. This initiative is sure to enhance our presence and bring even more magic to the Australian market. I believe that Madballs is also currently a major focus for Cloudco; are you able to share any details about the brand and what is on the horizon? Absolutely, Madballs is indeed a major focus for us, and there are exciting developments on the horizon for the brand that I'm eager to share. 20

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Madballs is a brand that holds a strong sense of nostalgia in global markets, and we're thrilled to be partnering with Hunter Products and their exceptional product development team on a brand-new toy venture. This partnership will bring exciting products to store shelves in Q1 2025, marking a significant moment for the brand. As we move forward, we're expanding into collectibles and apparel, introducing fresh and innovative offerings to the market. We're already engaging with fans and new audiences through a digital partnership with The Sandbox, and there are additional gaming partnerships in the pipeline that we're excited to reveal later this year. In a world where many brands take themselves too seriously, Madballs brings a much-needed sense of fun and humor and resonates with both dads and lads. We hope you enjoy your upcoming trip to Australia and your time here. I am sure it will be nice to catch up with the WP Brands team and your local partners. Thank you. I'm looking forward to my trip to Australia to reconnect in person with the WP Brands team and our local partners. After several years without travel, it's truly a pleasure to have the opportunity to collaborate and exchange ideas face-to-face. www.wpbrands.com.au

COLUMN WIDE EYES NEWS FROM THE TUBE A REGULAR COLUMN BY A LEADING INDUSTRY EXPERT AMAZON PRIME BRINGS YOU ALL THE ADS

W ide Eyes New s from the Tube

AMAZON PRIME BRINGS YOU ALL THE ADS AT NO EXTRA COST — WANT NO ADS, WELL YOU’RE PAYING MORE FOR THAT VIEWING EXPERIENCE On the 29th January Amazon flicked a switch and more than 350 million Amazon Prime subscribers around the world started receiving ads on their previously ad-free Amazon Prime video subscription service. These subscribers were offered the choice of accepting the new ad-supported service or pay another $3 per month to continue to receive their existing service without ads. And this is just how one of the video streamers is introducing ads into their previously ad free monthly subscription services. Netflix are offering their subscribers the opportunity to trade down to an ad-supported service for a monthly subscription fee of $7 per month, down from the existing ad-free basic plan of $10 per month but for new subscribers to Netflix, the ad-free basic tier has now risen to $17 per month. In these difficult economic times, with the rising cost of living being experienced by all Australians, the $10 monthly difference between an ad-supported and ad-free monthly

Netflix subscription will prove telling and in all likelihood most new subscribers will opt for the ad-supported option. Similarly, Disney Plus and Binge have already introduced adsupported basic subscription levels and a Paramount Plus advertising tier is being introduced in the coming months. That just leaves Apple TV at $13 per month with no ads and Stan offering their basic $10 per month service with no ads. All the ads on these services are non-skippable, so if you’ve opted for the cheaper ad-supported tier, you’re stuck with watching the ads, which is all a bit ironic as the initial appeal of first Pay TV and then streaming services was the ability to watch shows without the interruptions of the ads experienced on free to air TV channels. And what is going to further annoy subscribers to Netflix, Apple, Amazon, Disney Plus or Paramount Plus is that all the massive investment in new TV content programming is over — the great Golden Age of TV production whereby the streamers couldn’t invest quickly enough in new programming has come to a screeching halt as financial reality has come home to roost. All the streamers are unprofitable, and in an attempt to turn this around, and following the script writers and actors strike in Hollywood, all the streamers have announced large staff cutbacks and a reduction in the production of new shows. So, the bottom line as we move through 2024 — less, but less with ads — happy new year!

WIDE EYES NEWS FROM THE TUBE 24

EDITION 47 — FEBRUARY 2024

#1 Infant and pre-school toy property* #1 Kids program on Nickelodeon FTA and 10 Play 1.2 million viewers each month on Nickelodeon FTA and 10 Play 2024 Thematic Program: Jungle Pups and Rescue Wheels Two new global marketing programs in 2024

First ever PAW Patrol spin off series Construction based storyline with building, compound and construction play patterns Season 1 available on Paramount+ Season 1 launching on Nickelodeon in March 2024 Toys and consumer products on shelf in June 2024

Dora is back to take a new generation of pre schoolers on epic adventures with her friends and family, helping them to explore her enchanted rainforest and a second language New series launching in 2024 on Paramount+ - Spin Master global toy partner - Global Consumer Products launch will roll out with robust marketing plans, meaningful collaborations and partnerships tied to retail *NPD data

PRESCHOOL POWERHOUSES

MULTI-GEN ICONS -

#1 animated show on Nickelodeon for more than a decade Sandy Cheeks spinoff movie launching on Netflix in 2024 25th anniversary in 2024 New theatrical movie SpongeBob: Search For SquarePants in 2025 Operation Sea Change global initiative to tackle ocean plastic pollution

Garfield’s appeal spans genders and generations, creativg a massive global audience with proven product demand Most syndicated comic strip in the world New toys and consumer products throughout 2024 Garfield Movie launching May 30th 2024, with an all star cast featuring Samuel L. Jackson & Chris Pratt Iconic marketing campaign launching April 2024 targeting all ages

NERATIONAL -

A superfan-fueled franchise with a slate of new movies and series that will expand this epic saga into a vast Avatar Universe New Netflix series launching in February 2024 Avatar Symphonic Experience Global Tour coming to Australia in 2024 Theatrical release in 2025 20th anniversary in 2025

#1 boys action figure for October 2023* TMNT: Mutant Mayhem coming to Paramount+ this year Celebrating 40th anniversary in 2024 with new collaborations and cross category retail executions New series “Tales of the Teenage Mutant Ninja Turtles” launching on Paramount+ in 2024 New toys and consumer products throughout 2024

* NPD Data

ADULT & SUPERFANS -

One of the most watched series on TV in the US Seasons 1-5 on Stan Yellowstone final episodes slated to air in 2024 Greenlit two new spin off series “1944” and a contemporary series currently titled “2024” Consumer products program expanding in 2024

Mean Girls movie musical in cinemas January 2024 20th anniversary in 2024 Celebrating Mean Girls Day 3rd October 2024 with new collaborations

Content that reaches all demographics Celebrating Star Trek Day on September 8th 2024 with key retail programs Strong awareness levels globally 4th theatrical in development

FOR LICENSING & RETAIL MARKETING OPPORTUNITIES PLEASE CONTACT: ADAM GARFI adam@havenglobal.com CHRISTIE SCANDURA christie.scandura@paramount.com

NEW SPIN OFF SERIES COMING 2024

UPDATE THE AUSTRALIAN TOY ASSOCIATION BY ALICE SANDERSON — EXECUTIVE MANAGER www.austoy.com.au

Australian Toy Association

WELCOME TO THE TOY HOBBY AND LICENSING FAIR! Welcome to the exciting month of Toy Fair! For those attending the international toy fairs before our Australian Fair, we wish you successful trips, and we hope the jet lag as you arrive at the Melbourne Toy Fair is manageable.

Independent industry retailers and professionals play a crucial role in judging these awards, generously volunteering their time for assessment and deliberation. We express our gratitude for their contribution.

The Australian Fair is scheduled from the 11th to the 14th of February, promising an incredible showcase of toys, games, vibrant colors, and magic. We extend a warm welcome to our returning exhibitors and to those new to the Fair, may this mark the beginning of many more to come.

Following the awards, media coverage on Monday morning will amplify the event's exposure, reaching local and national audiences. The 25-year club function on Monday night provides a relaxed setting for members to catch up, welcoming new additions and commemorating those we have lost.

Throughout the week, there are numerous activities both during and after hours. The Gala Dinner on Sunday night marks the commencement of festivities at Crown Palladium. This annual awards ceremony celebrates industry achievements, introducing a new inductee into the hall of fame — an individual who, through determination and passion, has contributed significantly to the industry's longevity and success. The 2024 Rising Star Award will also be announced, with the finalists being Cristalle Sapieja of Let’s Play Games, Amy Lim of Jellystone Designs, Josh Bonello of BMS Brands, and Jesse Marios of Diecast Distributors Australia. Regardless of the winner, all four will join the ATA’s new Mentor/Mentee program, set to launch alongside the Fair. Other highlights include the announcement of Product of the Year, Environmental & Sustainability, Judges Choice, and Kids Choice Awards. Licensing partners will also be recognized for their outstanding marketing prowess with the Licensing Awards.

EDITION 47 — FEBRUARY 2024

As the fair concludes, Tuesday afternoon features the Women in Toys event with four inspiring guest panelists. Special thanks to our sponsor Jazwares for making this not-to-be-missed event possible. Throughout the Toy Fair week, don't forget to explore the ATA Learning Hub and enjoy the insights from our fantastic presenters. Without our exhibitors and sponsors, the Toy Fair would not be the unmissable event that it is and I would like to take this opportunity to give a special thanks to Bugg Media, Connetix, Hello Kitty and Friends, Jazwares, Just Kidding, Mumpower, Sanrio, The Walt Disney Company, Total Licensing and Warner Bros. for their support. Wishing everyone a successful Toy Fair! Alice Sanderson Australian Toy Association

BATMAN’S 85TH ANNIVERSARY Warner Bros. Discovery Global Consumer Products ANZ invites fans from every generation to celebrate BATMAN’s 85th Anniversary. With over 1.6B fans worldwide and a multigenerational appeal, BATMAN’s 85th anniversary begs the question. Who is your favourite BATMAN? Let’s be honest, we know it’s too hard to choose just one, which is why, in 2024, Warner Bros. Discovery Global Consumer Products is bringing beloved legacy BATMAN titles out of the vault with all-new and exclusive assets spanning the many evolutions of BATMAN. Warner Bros. Discovery Global Consumer Products ANZ is excited to celebrate 85 years of BATMAN in Australia and New Zealand with new products, digital content, influencer activations and stunts featuring Melbourne’s very own 1966 Batmobile replica. “This year is going to be a fantastic year for all things BATMAN, and I personally cannot wait to celebrate the Dark Knight with all of our partners and fans locally in ANZ,” said Andrew Bromell, Vice President, Warner Bros. Discovery Global Consumer Products ANZ. The Batmobile will kick off a year of exciting pitstops at key events at the 2024 Australian Toy Fair. Visitors, and passersby, will be able to get up close to this vintage masterpiece fit for the Caped Crusaders’ action-packed adventures through Gotham City. Big brands like LEGO, Spin Master, Headstart and Scholastic will all be launching new ranges to delight fans of all ages in support of the Dark Knight’s anniversary this year. “We're really excited to celebrate this huge milestone for the iconic Caped Crusader with Warner Bros. Discovery Global Consumer Products. We can't wait to see what awe-inspirating LEGO builds our BATMAN fans create during this special occasion to celebrate Batman's 85th Anniversary," said Troy Taylor, Vice President, General Manager, LEGO Australia & New Zealand. “Spin Master is thrilled to be in partnership with Warner Bros. Discovery Global Consumer Products on BATMAN’s epic 85th anniversary! It’s a yearlong celebration with both special and exciting toy releases, but also unique and fun marketing initiatives! I think that fans of BATMAN are going to love the new action figures and vehicles that not only celebrate the history of BATMAN in the movies but allow children of all ages to get in on the fun and act out their favourite scenes and moments from BATMAN’s illustrious history” said Geoff Oliver, Marketing Director ANZ Spin Master. And in the lead up to the climactic event that is Batman Day on the 21st of September, the brand will shine a light on everything we all love about the Dark Knight. There will be plenty of opportunities to get involved in BATMAN’s 85th anniversary celebration. The Bat-Signal might even be shining bright in 2024, so keep an eye out for that.

FEATURE INTERVIEW THE BLACKMILK CLOTHING STORY WITH LINDA LILLIS BLACKMILK CLOTHING

THE BLACKMILK CLOTHING STORY Discover the exciting world of BlackMilk Clothing, a brand that has been shaking up the fashion scene since 2009. James Lillis, the founder, started with just a sewing machine and a heap of enthusiasm, despite his initial lack of garment-making skills. Through perseverance and creativity, he turned BlackMilk into a household name in the world of leggings. Today, BlackMilk stands tall as a global, online-only fashion destination, adding fresh and funky items regularly to its collections.

We caught up with Linda Lillis,

BlackMilk has always been

Tell us about the term

BlackMilk’s CEO, for a fun and

an online brand. What's the

'Sharkies' in your brand’s story.

insightful interview, courtesy of

story behind that? The term “Sharkies” came about

The Bugg Report. We did toy with retail stores at

after a product launch crashed

first, but our unique styles found

our website – it was like a frenzy!

their true audience online. It

The name caught on among our

allowed us to build a community

customers, becoming a badge of

vibe that's hard to replicate

honor for our most dedicated fans.

in physical stores. Our online approach has been a huge hit,

How important is social media

so we’ve happily stuck with it.

in your relationship with your

Hi Linda! Can you share some

fans and customers?

early memories of BlackMilk

Your brand is known for being

from 2009?

bold and unique. Was this

Social media is crucial for us. It’s

always the goal?

where we connect, share, and have

Sure! It all started with James Lillis and his kitchen table, where

Yeah, we dove into leggings and

he began sewing leggings. He

stretch wear with a passion for

was a total novice but quickly

vibrant and unique designs.

got the hang of it. His blog, “Too

This naturally attracted

Many Tights,” gained a following,

customers who wanted to stand

and soon, fans were clamoring

out. We're proud to cater to

to buy his creations. That's how

those looking for something a

BlackMilk's journey really took off.

little different in their wardrobe.

a bit of fun with our customers. We believe in genuine interactions rather than just pushing sales.

It's about building a community where everyone feels welcome and connected. www.buggreport.com.au

Has TikTok changed the game

You now have over 100

for BlackMilk?

employees! How does BlackMilk function as a team?

Definitely. TikTok is a great space for us to show a lighter side of

Our team is incredibly diverse

BlackMilk. We use it to share fun

and talented. They're involved in

moments, give a glimpse behind

everything from production at our

the scenes, and just connect with

Brisbane HQ to design, marketing,

our audience in a more relaxed,

and customer service. Each

playful way.

member plays a crucial role in bringing the BlackMilk vision to life.

Any exciting future plans for BlackMilk you can hint at? We've got some exciting collaborations in the pipeline that we can't wait to share. Stay tuned for some fantastic new partnerships coming up! What does the future hold for BlackMilk in terms of growth and innovation?

Your collaborations with brands like Harry Potter and Pokémon

Sustainability is key nowadays.

are impressive. How do you

What's BlackMilk's approach?

choose these partners? We've always been committed to We listen to what our fans want.

sustainable and ethical practices.

Whether it's through surveys or

Most of our production happens

casual chats on social media,

right here in Brisbane, which is

we aim to deliver collaborations

quite unique. We work with global

that our customers are excited

partners who share our ethical

about. It's all about finding those

values and are constantly looking

perfect matches that resonate

for ways to minimise waste and use

with our audience.

eco-friendly packaging.

EDITION 47 — FEBRUARY 2024

We're all about innovation and staying ahead of the curve. We're continuously exploring new ideas and trends to keep surprising and delighting our customers. The future looks bright, and we're excited to see where it takes us. This story of BlackMilk is a shining example of Australian creativity and business savvy, and we're sure our readers will love discovering more about this dynamic brand.

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FEATURE STORY AUSTRALIAN GEOGRAPHIC IT’S IN OUR NATURE www.australiangeographic.com

Australian Geographic I T ’ S

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Australian Geographic (AG) may be a name you recognise from your childhood. Whether you recall your parents reading a copy of the Australian Geographic magazine — “the Journal” as its affectionately known in-house — or buying gifts and toys at Australian Geographic shops, there’s widespread love and affection for the brand that stretches back to the days when Australian entrepreneur Dick Smith founded the company in 1986. Grounded in trusted and award-winning storytelling that celebrates the natural world and human endeavour, Australian Geographic brings together a broad and inclusive community of passionate and environmentally conscious global citizens. It’s dedicated to inspiring a genuine love and care for Australia — our nature, our people, our places, our culture. It captures the spirit and essence of Australia, sharing engaging and entertaining stories with purpose and impact for readers of every age. AG is proudly Australian and independently owned, with a forward-thinking approach and a strong belief that media can be a force for good in the world. Committed to making a positive impact and creating real and lasting change, Australian Geographic focuses on authentic 42

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N A T U R E

storytelling and awe-inspiring images that also harness a sense of exploration and adventure to help focus on protecting and promoting our natural environment. The AG group is further enhanced by its other print publication Australian Geographic Adventure, which showcases adventure in all its forms, with exceptional writing and photography, as well as exciting on-line videos and expert gear tests. From long-distance treks and paddling epics, through to wild mountain biking, spectacular road trips and mighty feats of climbing and exploration, this title is a go-to destination for all lovers of the Aussie outdoors.

In addition to this, AG also boasts its own travel arm, Australian Geographic Travel, which creates off-the-beaten track itineraries and delivers sustainable travel experiences. It offers carefully created tours, inviting authentic connections with locals, ethical interactions with wildlife and hands-on participation in local conservation projects. Also part of the AG family, the Australian Geographic Society is a not-for-profit dedicated to supporting conservation and natural heritage projects and scientific endeavours. In today’s modern world, audiences are seeking purposeful brands that align with their values. As the impacts of climate change and biodiversity loss increase, audiences and consumers want to align with brands that care for our country and environment. As an influential brand, AG believes it has a responsibility to inform our supporters and help empower them to protect all things that are special about Australia for future generations.

As an influential brand, AG believes it has a responsibility to inform our supporters and help empower them to protect all things that are special about Australia for future generations.

As the world continues to evolve so too does AG. This is particularly evident in the magazine’s cover, which has developed from the illustrated images of the 1980s to the modern-day digital video on-line covers. The quality of the story hasn’t changed but how we tell it has. AG remains relevant and modern across print and digital media, with more than 2 million followers across social channels, film and television products, brand partnerships, and live events and experiences, as well as retail and consumer products that round out our many offerings. The AG licensing program currently contains a small niche stable of licensees, with a focus on Kids STEM and adult gifting ranges, as well as manufacturing seasonal products and in-house book publishing. The publishing program has created a range of titles across a variety of topics.

Such titles include the amazingly popular Australia’s Best 100 Walks and Silo Art titles, as well as the Deadly Science series, which has recently been chosen as an English Stage 2 text by the NSW Department of Education. Current licensees include Ultimatum, which produces tech gadgets/gifts and has had continued success in Australia Post and Pharmacy, Book and Gift distribution channels. A number of licensees are also exhibiting at the 2024 Toy Fair. Modern Brands Toy license includes a fantastic mix of educational toys, with its wooden toy range resonating with all consumers young and old. U.Games’s Science Kits provide an amazing range of informative toys but is also exceptional value for money. Artico’s scratch map products also speak to the explorative side of the Australian Geographic consumer. www.buggreport.com.au

The program also features a centrally managed eCommerce platform that features a wide and varied mix of licensed product, as well as non-licensed products, offering consumers a wide selection of gifts, toys, puzzles, books and more for kids and adults alike... perfect for the adventurers and explorers.

As part of this review, refreshed brand style guidelines have been created that highlight how our passion for, and celebration of, all elements of Australian life and environment, and detail how we spread this knowledge throughout the country and around the world.

A retail partnership with QBD Bookstores sees dedicated “shop in shop, store within a store” formats in locations across the country, which goes hand in hand with key retail sales and product ranging in other major retailers such as Australia Post.

This is echoed across everything we do, from our licensed product ranges to the live events we stage, to the digital and social content we create and share, traversing young and old demographics.

Following a recent in-depth brand and marketing review Australian Geographic has developed a fully philanthropic business model, with all profits donated back to nature through the Australian Geographic Society. This is a core value and is a key message that is central to all areas of the business. The focus of giving back to both community and country, is something that has really resonated with current licensees (as well prospective new licensees), retailers and our audience — whether that be a 16yr old on TikTok or a 60yr old magazine subscriber. 44

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With a 40th Anniversary on the horizon, in 2026, Australian Geographic will continue to grow and develop new opportunities, including some ranges focusing on this important anniversary milestone and other key topics such as endangered species, and will be expanding new licensed categories in 2024 and beyond. For more information on these properties, product availability and licensing opportunities please contact: Tom Bates at Australian Geographic Licensing — tbates@australiangeographic.com

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T H E R E S U R G E N CE OF RE T RO TOY T RE NDS The resurgence of retro toy trends, particularly those from the 1980's & 90’s presents a fascinating case study in the Australian toy industry. Beloved brands like Pokémon, Super Mario Bros, Care Bears, Star Wars, Transformers, Teenage Mutant Ninja Turtles, Barbie and Hot Wheels are experiencing a remarkable comeback in Toy Aisles reflected in Global industry sales trends.

Nostalgia: The Heart of Retro Appeal The nostalgia factor plays a crucial role in the resurgence of these retro toys. For many adults who grew up in the 1980s & 90’s, these toys represent a cherished part of their childhood. The resurgence is not just about the toys themselves; it's about recapturing a slice of youth, a simpler time before the

complexities of adulthood set in. Brands like Care Bears and Hot Wheels evoke fond memories of carefree days filled with free to air cartoon programming, trading Pokémon cards in the schoolyard & hours spent trying to complete Super Mario Bros on the original Nintendo Entertainment System.

These Super Brands are tapping into a deep vein of nostalgia while appealing to multiple generations simultaneously which also plays into retail buyers' preference for established brands like Barbie and Pokémon over new, unproven brands which involves deep understanding of the dynamics of the toy industry, emerging overseas trends, consumer behaviour, and the inherent risks of the ever changing retail market. www.buggreport.com.au

Multi-Generational Appeal: Bridging the Gap

The Impact of Media and Collector Culture

Economic and Marketing Strategies

These retro toys also possess a multi-generational appeal. Grandparents and parents who enjoyed these toys in their youth are now introducing them to their children and grandchildren, creating a unique bond over shared play experiences. The epic narratives of Star Wars and Transformers transcend generations, allowing for a shared family experience that is both entertaining and educational with each new iteration of the brand adding to the mythology.

The resurgence is also fuelled by the media and collector culture. Movies, TV shows, and online content celebrating these retro brands have brought them back into the spotlight. Additionally, the collector culture around toys like Star Wars and Transformers has kept them relevant. Adults or “Kidults” who collect these toys for nostalgia or as a hobby are also introducing them to the younger generation.

Economically, the resurgence makes sense for toy manufacturers. It's less risky to revive a successful brand than to launch a new one. Plus, marketing strategies that target both children and their nostalgia-driven parents create a broader consumer base with higher levels of consumer engagement & all important Mum or Dad appeal built into the decision making at checkout.

Millennial Parents: Playing It Safe With The Familiar Millennial parents, in particular, are drawn to these retro brands for several reasons. Firstly, there is a comfort in familiarity. Buying toys they know and love from their own childhood feels safe and reliable. These brands have stood the test of time, suggesting a level of quality and durability that new, untested toys may not have. There is also a desire to share their own childhood experiences with their children. By introducing their kids to the same toys they enjoyed, parents can relive their childhood memories and create new ones with their own children.

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Kidults defined by The NPD Group as “consumers ages 12 years and older who buy toys or games for themselves”, contribute to onefourth of all toy sales annually at about $9 billion, per NPD data. This trend is consistent in Australia, as sales of toys for kidults are outpacing sales to children.

Risk Aversion in Retail

The Challenges of New Brands

Retail buyers, who are responsible for selecting products to stock in stores, naturally tend to be risk-averse. This is particularly true in the toy industry, which can be highly unpredictable. Established brands like Barbie & retro classic gaming properties like Suprer Mario Bros and Pokémon offer a sense of security:

Introducing new, unproven brands involves several challenges; key is the increased fragmentation of the media landscape. Increasing Non Linear or Time Shifted viewing habits and the proliferation of streaming & gaming services means the propensity to flick from one channel / streaming service to another across multiple devices is higher than ever which means kids seem to now move on from brands quicker than ever.

Proven Track Record: These brands have a long history of strong sales, ensuring retailers a certain degree of predictable success. Brand Recognition: The high level of brand recognition with franchises like Mario and Pokémon across multiple digital touchpoints & consumer products categories guarantees foot traffic and consumer interest, which are crucial for retail success. Cross-generational Appeal: These brands appeal not just to children but also to adults who grew up with them, widening the customer base.

Consumer Scepticism: Consumers tend to be sceptical of new products, especially when it comes to toys for their children. They prefer brands they know and trust. Marketing and Promotional Efforts: New brands require significant marketing efforts to gain visibility and cut through at retail. This not only adds to the cost but also doesn't necessarily guarantee success. Uncertain Returns: New brands represent an unknown return on investment. Retailers must consider shelf space, inventory costs, and the potential for unsold products and deep markdown activity.

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FINAL WORD The resurgence of retro toy trends in Australia, spearheaded by retro super brands like Pokémon, Mario Super Bros, Care Bears, Star Wars, Transformers and Hot Wheels is more than a mere commercial phenomenon. It’s a blend of nostalgia, multigenerational appeal, and savvy marketing strategies by established toy companies drawing on years of proven retail winners from the retro vault. For millennial parents, these toys are not just playthings but a bridge to the past and a way to connect with their children, making them timeless treasures in the everchanging world of toys.

Economic Considerations Economically, sticking with well-known brands from well established Toy Companies & Franchises is a safer bet for retailers particularly with the accompanying big budget marketing & merchandising spends: Stable Sales: These brands typically have stable and predictable sales patterns around entertainment or gaming releases, making inventory management easier and more efficient. Higher Turnover Rates: Known brands often have higher turnover rates, meaning they sell faster and reduce inventory holding costs. Supplier Reliability: Established brands usually come from stable suppliers with proven track records, reducing the risk of supply chain issues. 50

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While new toy brands may offer innovative products and fresh experiences, the inherent risks associated with them make retail buyers cautious. Established brands like Barbie, and Pokémon represent a safer, more predictable option. They provide a sense of security in terms of sales, customer interest, and supply chain reliability, which is crucial in the dynamic and competitive Australian retail landscape.

Lincon Boyd Managing Director Blueprint Licensing Licensing & Brand Marketing Expert with 30+ years experience in Global Licensing, Retail & Consumer Products. Blueprint Licensing is a Strategic Consulting Agency with a Passion for Brand Building.

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EDITION 47 — FEBRUARY 2024

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