FROM THE EDITOR
TOY HOBBY & LICENSING FAIR
Welcome to Edition 49 of The Bugg Report Magazine, featuring at this year's Toy Hobby & Licensing Fair hosted by the Australian Toy Association in Melbourne.
The toy, hobby and licensing industry is constantly changing with new trends, technologies and what people want always evolving. For businesses in this industry, a major annual event is a really important time to see what's happening. It's a place where new ideas meet what people are buying. The 2025 Toy Hobby & Licensing Fair by the Australian Toy Association is happening from March 2nd-5th and is sure to be a great success!
Building on the success of 2024, the 2025 Toy Hobby & Licensing Fair is a great chance for businesses in the toy, hobby and licensing world. It's where companies show off their newest stuff, stores find out what's going to be popular, and important connections are made.
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
The Bugg Report
There are a number of events and awards that will take place at this year’s fair so make sure to check out the ATA website to see what is happening and when!
Looking forward to 2025 and I think everybody is hoping that the market will pick up and become much more buoyant than it was in 2024. If you look back at the article we featured in edition 48 of The Bugg Report magazine you will see that BrandTrends outlines 8 key trends for licensing in 2025 which were:
1. Digital Transformation, Metaverse, and Technological Innovation
2. Sustainability and Ethical Consumption
3. Personalization and Customized Experiences
4. Experiential Retail Initiatives
5. E-commerce and Direct-to-Consumer (D2C) Models
6. Influence of Social Media and Influencer Marketing
7. Growth of the Video Game and Esports Market and 8. Decline of Traditional Superheroes and the Rise of Anime/Manga
As you will see from the contents page for this edition, there is a lot to look at and some really interesting features. It is well worth reading the interview with John Gualtieri who is the current CEO of both Kmart and Target, as he makes a number of very interesting points about retail and Kmart and Target specifically.
We hope you enjoy this edition of The Bugg Report Magazine
INSIDE THIS EDITION
IT'S BLUEY'S WORLD — FOR REAL LIFE
A CHAT WITH GABRIELA ARENAS — SVP, GLOBAL LICENSING, SESAME WORKSHOP
SANRIO — ANOTHER EXTRAORDINARY YEAR!
WARNER BROS. DISCOVERY — SUPERMAN AND HARRY POTTER
FROM AUSTRALIA TO THE WORLD AND BACK AGAIN: HOW LICENSING COMES FULL CIRCLE
THE WIGGLES UNVEIL AN EXCITING NEW ERA OF GLOBAL GROWTH AND DIGITAL DOMINATION
THE KMART GROUP CONTINUES TO RESONATE WITH THE MARKET
WE SPEAK TO CARLA NEVES FROM PEANUTS!
WELCOME TO THE 2025 AUSTRALIAN TOY HOBBY AND LICENSING FAIR!
PEVAN & SARAH: AUSTRALIA'S LEADING PRIMARY SCHOOL ENTERTAINERS
MS MONI: AUSTRALIA’S NEXT BIG PRESCHOOL ENTERTAINMENT PROPERTY
ZURU TOYS — REIMAGINING PLAY, EVERY DAY.
PINK POPPY — A LEGACY OF EXCELLENCE IN CHILDREN’S WEAR
PETER ALEXANDER — MARKET LEADERS IN LIFESTYLE AND GIFTING
WIDE EYES NEWS FROM THE TUBE
ACCORDING TO DOWNSEY — A YEAR OF TRADESHOWS
PADDINGTON IN PERU — PADDINGTON’S BIGGEST ADVENTURE YET!
BRAND LICENSING IN AUSTRALIA — THE TRUE STORY
INDUSTRY COMMENTARY — WE SPEAK TO KEY LICENSING EXECUTIVES
TOY STORIES 3 — 45 YEARS OF AUSSIE TOYS
ANOTHER EXTRAORDINARY YEAR!
After the celebrations of Hello Kitty’s 50th anniversary, Sanrio is set to make 2025 another extraordinary year.
In 2024, every major retailer embraced the brand, driving outstanding sales performance across toys and apparel. This success was demonstrated through standout programs at Jay Jays, Dotti, Cotton On, and Peter Alexander, or through the unprecedented crosscategory presence across mass retailers. Big W, Kmart and Target
A highlight of the year was the Chadstone retail event that launched during the September 2024 School Holidays in Melbourne, Victoria. Featuring a breathtaking ninemeter Hello Kitty statue, curated by Eddie Zammit and designed by Australian graffiti artist Sofles, a pop-up café with merchandise store, kids' activations, hotel integrations - even the dedicated bus service for shoppers was reskinned with Hello Kitty. The event epitomized Sanrio’s commitment to creating immersive, unforgettable experiences for fans.
Looking ahead to 2025, Sanrio is focusing on the iconic Hello Kitty And Friends brand, which has shown remarkable growth in core categories such as fashion and toys, fuelled by new partnerships and an expanded retail footprint. The company’s plans aim to solidify Hello Kitty’s presence in key retail spaces while also increasing visibility for fan favourites like Cinnamoroll, Kuromi, and My Melody. This expansion builds on the momentum of Sanrio’s brands and aligns with market trends, such as the growing demand for gender-neutral products that evoke positive emotions.
The toy industry remains a crucial focus for Sanrio. Toys are often the first touchpoint for children, acting as an essential gateway to the world of Hello Kitty And Friends. These characters have a unique ability to transcend demographics, evolving with fans from childhood to adulthood— much like lifelong companions.
In Australia, Headstart is delivering a diverse range of plush toys and limited editions across the retailer landscape. The collections include My Melody and Kuromi, who are celebrating their 50th and 20th anniversaries, respectively, in 2025.
Known for their contrasting dynamic as “frenemies,” My Melody’s sweet, warm-hearted nature is the perfect foil to Kuromi’s mischievous, rebellious personality, making their joint celebrations particularly exciting.
The anniversaries will be highlighted across various channels, with the centrepiece being the upcoming stop-motion streaming series, My Melody & Kuromi, premiering on Netflix this July. This series promises to captivate audiences and deepen fan engagement with fresh, entertaining content. Mitch Dowd are one of the licensees who have
understood My Melody and Kuromi’s potential and are expanding their apparel and sleepwear offerings featuring the two frenemies.
Sanrio is also focusing on the growth of the Mr. Men Little Miss brand, which continues to charm audiences worldwide. Following the introduction of new characters like Mr. Fib and Little Miss Surprise, Sanrio has partnered with French studio Watch Next to develop an animated preschool comedy series. Paris-based Kids First will oversee global distribution, expanding the brand’s reach beyond Europe.
In Australia, Headstart has launched a new line of plushies, further solidifying the brand’s appeal across fashion and toys. Sanrio’s forward-thinking approach for 2025 underscores its unwavering dedication to fostering connections through its beloved characters. With exciting new content, strategic retail collaborations, and an enduring commitment to innovation, Sanrio is poised to enchant fans across the globe while continuing to lead the licensing industry.
For licensing information please contact: diana@havenglobal.com
THE SEASON OF SUPERMAN IS HERE
Delivering opportunities to engage with the brand no matter the demographic, the DC brand has long been one of Warner Bros. Discovery’s global superpowers. 2025 will see the franchise soar to new heights when DC Studios’ highly anticipated film “Superman,” from Writer/Director James Gunn, releases internationally beginning July 9, 2025.
With fans at the heart of everything, DC characters engage audiences of all ages around the world.
THE HISTORY OF SUPERMAN
Faster than a speeding bullet, more powerful than a locomotive, and the world’s first Super Hero, the Man of Steel fights a never-ending battle for truth, justice, and a better tomorrow. From his blue uniform to his flowing red cape to the "S" shield on his chest, SUPERMAN is one of the most immediately recognizable and beloved characters of all time. The last survivor of the doomed planet Krypton, raised in the quiet heartland of Smallville, Kansas, SUPERMAN is as much a legend as he is a man while standing for heroism, compassion and responsibility.
Though his powers make him godlike next to his human compatriots, SUPERMAN's story is not one of greed or conquest. Instead, he strives to represent the inherent goodness of the human spirit, and the capacity of every living thing to do right by their neighbours.
SUPERMAN, THE 2025 THEATRICAL
“Superman,” DC Studios’ first feature film to hit the big screen, is set to soar into theaters worldwide this summer from Warner Bros. Pictures. In his
signature style, James Gunn takes on the original superhero in the newly imagined DC universe with a singular blend of epic action, humor and heart, delivering a Superman who’s driven by compassion and an inherent belief in the goodness of humankind.
DC Studios heads Peter Safran and Gunn are producing the film, which Gunn directs from his own screenplay, based on characters from DC, Superman created by Jerry Siegel and Joe Shuster.
The film stars David Corenswet (“Twisters,” “Hollywood”) in the dual role of Superman/Clark Kent, Rachel Brosnahan (“The Marvelous Mrs. Maisel”) as Lois Lane and Nicholas Hoult (the “X-Men” movies, “Juror #2”) as Lex Luthor. The film also stars Edi Gathegi (“For All Mankind”), Anthony Carrigan (“Barry,” “Gotham”), Nathan Fillion (the “Guardians of the Galaxy” films, “The Suicide Squad”), Isabela Merced (“Alien Romulus”), Skyler Gisondo (“Licorice Pizza,” “Booksmart”), Sara Sampaio (“At Midnight”), María Gabriela de Faría (“The Moodys”), Wendell
Pierce (“Selma,” “Tom Clancy’s Jack Ryan”), Alan Tudyk (“Andor”), Pruitt Taylor Vince (“Bird Box”) and Neva Howell (“Greedy People”).
“Superman” is executive produced by Nikolas Korda, Chantal Nong Vo and Lars Winther. Behind the camera, Gunn is joined by frequent collaborators, including director of photography Henry Braham, production designer Beth Mickle, costume designer Judianna Makovsky and composer John Murphy, along with editors Craig Alpert (“Deadpool 2,” “Blue Beetle”), Jason Ballantine (the “IT” films, “The Flash”) and William Hoy (“The Batman”).
This uniquely magical world has set itself apart and is so woven into fans’ psyches. With its breadth of stories and touchpoints for the Harry Potter brand, it’s no surprise that brand awareness and love only continues to grow with a magical 97% global awareness here in ANZ alone.
Harry Potter fans are engaged, passionate and enthusiastic, showing their Hogwarts House Pride by donning their favourite merch, memorising the movements of their most loved spells, and reciting the characteristics of their wand.
This love for Harry Potter extends across all aspects of their lives, and they truly add to the magic of the franchise. With new content on the horizon,
new experiences touring the country, and new ranges from the likes of Zing Pop Culture and The LEGO Group to delight fans, Warner Bros. Discovery Global Consumer Products is forging new and spellbinding ways to engage witches, wizards and Muggles alike at all stages of their Harry Potter fandom journey.
So, whether your courageous and brave like a Gryffindor, patient and loyal like a Hufflepuff, witty and wise like a Ravenclaw or cunning and proud like a Slytherin, Warner Bros. Discovery Global Consumer Products invites you to celebrate House Pride month this March by donning your House colours proudly with the latest ranges in-store and online now at both mass and specialty retailers.
FROM AUSTRALIA TO THE WORLD AND BACK AGAIN: HOW LICENSING COMES FULL CIRCLE
Licensing has a funny way of bringing things full circle. Nearly 20 years ago, Alyssa Gourlay and I began our careers in the licensing industry in Australia, working together at Haven Global. Back then, we were just getting started— learning the ins and outs of an industry that would shape our careers in ways we never could have imagined. Fast forward to today, and our journey has taken us across the globe, working with some of the biggest brands in the world. And yet, there’s something uniquely special about seeing our work return home to Australia.
In 2024, Born to License was launched as a dedicated division of Born Licensing, designed to help companies of all sizes enter the licensing space by managing the process from strategy to execution. One of the first Australian companies to embrace this model was Hippo Blue, a leader in personalized children’s products.
Hippo Blue’s Disney back-toschool range was not only a major milestone for Born to License but also a deeply personal one. Seeing a licensing deal come to life in Australia—a place where both Alyssa and I took our first steps in the industry—was incredibly rewarding. The range, featuring beloved characters like Mickey & Minnie, Spider-Man, Frozen, Cars, and Lilo & Stitch, arrived just in time for the back-to-school season in Australia and New Zealand, giving families access to highquality, personalized products infused with the magic of Disney.
For Alyssa and I, this project was more than just another deal - it was a testament to how far we’ve come. Over the years, we’ve worked with global brands across entertainment, FMCG, fashion, retail, and beyond, yet our roots in Australia remain just as important. The Hippo Blue Disney collaboration is a perfect example of how licensing has the power to transcend borders while still making a local impact.
But this is just the beginning. As Born to License continues to expand, we remain committed to helping businesses - both in Australia and internationally
- navigate the licensing landscape and unlock new opportunities. With a growing client base and more Australian launches on the horizon, we’re excited to see what’s next.
In addition to bringing more licensing success stories to Australia, I’m also launching the Born to License Podcast this year - an initiative designed to educate and inspire those new to licensing. Season one will take listeners through the fundamentals of licensing, while season two will feature interviews with industry leaders, including those who have helped shape the licensing landscape in Australia and other markets. The goal? To demystify licensing and help more businesses, creatives, and entrepreneurs discover its potential.
It’s incredible to think that two young licensing professionals from Melbourne - who worked side by side almost 20 years ago - have now come together to build something that’s making an impact worldwide. And even more exciting? The best is yet to come.
www.bornlicensing.com www.borntolicense.com
The Wiggles, the undisputed icons of children’s entertainment, are redefining success with their unique blend of cutting-edge digital innovation and timeless charm! Now celebrating 33 incredible years, they continue to captivate preschoolers while winning the hearts of nostalgic adults, proudly known as Gen W (Generation Wiggles). Their legacy proves why they remain a beloved household name across generations and around the globe.
A Record-Breaking Year for Music and Media
The Wiggles have solidified their status as cultural icons, achieving the #1 spot as Australia’s moststreamed local artist on Spotify Wrapped 2024. With 7.8 million unique listeners across 183 countries, fans streamed their music for over 8.46 million hours across 400 million+ streams.
Their album The Wiggles Sound System: Rave of Innocence topped the Dance ARIA charts, showcasing their versatility and cross-generational appeal.
“This incredible achievement speaks volumes about The Wiggles’ enduring magic and their ability to bring joy not just to preschoolers but to fans of all ages,” said CEO Luke O’Neill.
Content Leadership and New Frontiers
The Wiggles are taking the world by storm like never before. Their YouTube channel has skyrocketed to over 5.8 billion views, while their presence on platforms like ABC’s iView, Stan and Netflix continues to delight global audiences. Their live performances captivated over 300,000 fans across Australia in 2024, and in 2025, they’re set to dazzle audiences in Australia, the UK, Canada, and the US with their highly anticipated Bouncing Balls tour.
The popularity of The Wiggles extends to high-profile fans internationally with Khloe Kardashian recently sharing two Instagram stories with her 305 million followers. The Wiggles’ ability to resonate across generations and cultures ensures their lasting impact on children’s entertainment for years to come.
“The Wiggles continue to grow their brand while connecting with multiple generations. Their latest projects show they are more than children’s entertainment. At Haven, we’re proud to support their expansion and bring their brand into more homes. Our creative and merchandising strategies are bringing fabulous, fresh, fun ranges to a whole new generation of kids, and new exciting retail partners. ”
– Tom Punch, Managing Director, Haven Global.
In 2025, The Wiggles are making an exciting foray into country music with their brand-new album, Wiggle Up, Giddy Up! featuring an all-star lineup of country legends, including the iconic Dolly Parton, Lainey Wilson, Orville Peck, Dasha, Morgan Evans, Jackson Dean, Kaylee Bell, MacKenzie Porter, Troy Cassar-Daley, The Wolfe Brothers, Travis Collins, Lucky Oceans, and even a special appearance from the late, great Slim Dusty! This musical feast will come to life in a Wiggle Up, Giddy Up! TV special, bringing country music magic straight to families worldwide.
Tom Punch:
The Wiggles performing to sold out shows at Qudos Bank Arena, Sydney NSW
The Wiggles Sound System: Rave of Innocence
THE KMART GROUP CONTINUES TO RESONATE WITH THE MARKET
I recently had the opportunity to meet with John Gualtieri who is the current CEO of both Kmart and Target. During his 15 years with the business he has held several senior roles and been influential in the development of the business. In the 2024 financial year, the Kmart Group reported a revenue of over $11 billion AUD, marking an increase from the previous year. Around 80 percent of the group's revenue was generated by the Kmart brand that year, with the remainder attributable to Target Australia. It’s no secret that Kmart have been aggressive in the market and continue to look for innovation in their business. We wanted to know more from John about the trends, his view on growth, the ANKO brand and how he intends to improve his customers experience when purchasing.
TRENDING – KIDULT
He was quick to point out the trend toward adults moving to buy toys for themselves. He summed up what he is seeing at Kmart by pointing out the following:
“What might surprise people is that one of the biggest crazes we’re seeing is in adult toys. Traditionally when people think toys their minds may go to younger children, but research from the NPD Group shows us that around 25% of toy consumers are teens and adults aged 12+. As we head into the next 6-12 months our products ranges will continue to lean into this trend, especially as demand grows and toys continue to become a larger part of people’s lifestyles. Whether it be collectables, plushies, family technology or construction – many adults are looking for ways to relieve stress and even embrace their inner child by tapping into nostalgia. LEGO, Anko construction and craft, Fugglers and 5 Surprise are some of the most popular products that we’re seeing in this category right now.”
NEW CATEGORIES AND GROWTH
In terms of new categories and where he sees growth it can be pinpointed to three specific areas: GenZ consumers, the beauty space and fan zone. Kmart will continue to target these important areas and always provide on trend solutions. John gave his take on these current and emerging opportunities:
“Our ongoing focus is simple – we take pride in brightening lives through everyday low prices, delivering incredible on-trend products that are in line with global customer trends. In terms of what we are seeing moving forward, there are several key growth areas for us including:
• Gen Z: We’re seeing growth in younger demographics, and the 18 to 24-year-olds that make up Gen Z now represent the first digital native cohort - and the fastest growing customer cohort. There is significant opportunity in connecting with our Gen Z customers, most recently with a particular focus in Youth Apparel, which was launched within womenswear in 2023 – but also across beauty, toys and general merchandise.
• Beauty: Globally in beauty, there is certainly a trend towards value. One of the great ranges our customers are loving is our own brand OXX range, which features across our core beauty categories at a compelling price point.
• Fan zone: Fan zone is our newly expanded sporting team merchandise range. This range includes clothing and general merchandise, including NBA, English Premier League and AFL products for the whole family. This category is a particularly fun one that customers are loving, allowing them to show some support to their favourite team, with merchandise at an affordable price.”
“Our ongoing focus is simple – we take pride in brightening lives through everyday low prices, delivering incredible on-trend products that are in line with global customer trends.”
ANKO GLOBAL
A 2024 article by The Australian reported that 85 per cent of products in Kmart stores are Anko brand. Anko has the largest market share in the home and toys, menswear, womenswear and childrenswear categories in Australia. Target began stocking Anko products in 2024. I think we all want to understand more about Kmarts Anko brand. It obviously has become quite dominant in their product mix over recent years. There are some interesting developments around this brand which John touches on in his summary of Anko Global below:
“Anko has performed incredibly well for Kmart and now Target. Anko Global came about as we saw an opportunity to leverage our existing product development capabilities and evaluate new and profitable channels to market. Having the ability to bring the joy of our products to more customers across the globe is very exciting for us, and we are continuing to test and learn a range of different models, including distribution agreements, white-label product ranges - as well as considering more traditional retail formats. In the toys space, one of our most recent partnerships includes a deal with Mattel to develop a range of wooden toys under their Fisher Price brand. We are currently producing wooden toys that Mattel sell in over 1000 Walmart stores, as well as all around the globe from Europe to South Africa and even in Australia.”
IMPROVING
It has been reported regularly that The Kmart Group have a genuine commitment to making the customer experience even better. KPI’s such as quicker delivery, better shopping experience, more personalisation and improved merchandise availability are all on his radar. He outlined for us some of the new projects in this space that will move their business forward and keep a smile on the customers face:
“At Kmart Group as our business continues to grow, we need to continue to evolve and innovate in how we deliver a seamless shopping experience to our millions of customers across Australia and New Zealand – and this continues to be our key focus as we head into 2025. Some of the areas we’re working on include:
• Faster Delivery Times: As recently announced, with new distribution centres entering our network we’ll aim to achieve faster order processing times, reducing our overall delivery times. We’ve also got exciting trials happening over at Target with Uber, which will give customers in certain areas an additional option for the fastest mode of delivery.
• Improved shopping experience: We’re constantly looking for ways to smooth out pain points for our customers, and shareable gift receipts is an initiative we’ve just introduced to do just that. Customers can now use their online Kmart account to access proof of purchase without the price, so that they can then share this digitally with any gift recipient - allowing for easier exchanges or returns.
• Increasing personalisation: Personalisation is such an important element of the omnichannel customer experience, and we are seeking out new ways to bring a more tailored experience to our customers. In the toys space, we’ve introduced the toy finder online to help take out some of the guess work when selecting gifts - by providing you with the right product recommendations based on who you’re shopping for.
• Better Stock Availability: Ongoing improved stock monitoring and replenishment processes will mean greater availability when customers order.
The Bugg Report thanks John for his time and insight into both the Kmart and Target businesses. We appreciate the insights and new innovations that are being introduced to Kmart and Target and hope to touch base with John again leading into Christmas 2025 to see what other projects will be launching.
JOHN GUALTIERI
FEATURE INTERVIEW
PEANUTS WORLDWIDE
INTERVIEW WITH CARLA NEVES
THE WORLD IS IN THEIR SNOOPY ERA
WE SPEAK TO CARLA NEVES FROM PEANUTS WORLDWIDE!
Peanuts will celebrate its 75th anniversary in 2025 and there will be plenty of hype around this amazing milestone to commemorate the famous Peanuts Gang which was first released on October 2 in 1950 by Charles M. Schulz! The Bugg Report had the opportunity to speak to Carla Neves (Senior Director, Territory Management - Latin America, Israel, India & ANZ at Peanuts Worldwide LLC) about the 75th Anniversary and what is in-store both locally here in Australia and all around the world throughout 2025.
GLOBAL ACTIVATIONS AND
BRAND STRATEGY
What are some of the major global activations or events planned for the 75th anniversary of Peanuts in 2025?
There is so much happening around the world to celebrate this incredible property. Since Peanuts has a long legacy in so many different regions, we are able to lean into different themes and events in different places to celebrate every facet of the brand. For example, in the
US we had over 80 corn mazes celebrating the 75th anniversary this fall – highlighting the seasonal connection to Peanuts. In other regions we will have exhibitions and immersive experiences, new product launches, and retail programs.
How is Peanuts balancing the nostalgic appeal of the classic characters with innovative approaches to engage new generations of fans?
Peanuts has its origin in the comic strips – nearly 18,000 of them. By grounding ourselves in that origin, we are able to ensure that new generations connect with those same character traits and the realities of life that Schulz wrote so beautifully and simply. Now many fans encounter the strips on social media instead of in the newspaper, but the same jokes and stories are at the centre.
RETAIL, COLLABORATIONS AND FAN ENGAGEMENT
In ANZ the brand is beloved across multiple demos and generations. Tell us a bit more about the programmes we could expect to see in 2025?
We will see a number of launches across different categories for the anniversary year, including returning partners such as the streetwear brand Butter Goods and stationery partner Typo, and tasty treats from Breadtop for themed cakes and Twinkle Glory for mochi balls.
Can you tell us a bit more about some of the collaborations that we have seen locally, that have become a part of the Peanuts global fashion portfolio?
Cotton On has been a long time partner, who always support with great collections that highlight the different themes that work so well with our brand and resonate globally. We look forward to other collaborations rolling out in the second half of 2025!
I heard that in 2024 your Australian licensee Dog Yog were awarded the ‘Best FMCG Innovation 2023’ by Peanuts Worldwide for their range of delicious dog friendly ice creams and treats. Can you tell me a little bit more about this licensee and the launch?
FMCG (Fast Moving Consumer Goods) has been a big focus for us around the world. Dog Yog (right image) was a fantastic example because of the unique demographic (dog ice cream treats) and was an inspirational example for other partners.
BRAND EVOLUTION, FUTURE PLANS AND DIGITAL
How has the Peanuts brand evolved over the past 75 years, and what are the key factors that have contributed to its enduring popularity and legacy?
What began as a few inches in the comic section of seven US newspapers has grown to be a global phenomenon – encompassing animated content, theme parks, publishing, promotions, and thousands of licensed partners around the world.
The breadth of topics that Schulz covered in the strip range include many that are still relevant today, from the micro (sibling dynamics, the struggles of being on a perpetually losing team, unrequited love) to more macro topics (environmentalism, space exploration, and women in sports). Those themes still resonate with fans globally and allow us to continuously reach new audiences through initiatives like Take Care
with Peanuts, which saw us working with non-profit partners around the world, particularly in the field of sustainability, partnerships with sports entities such as Formula 1 and the NFL, and collaborations with trend-right brands at every price point: from Miniso to YSL.
What are the long-term plans for the Peanuts brand, including potential new storylines, characters, or media adaptations?
Our partnership with Apple TV+ has allowed us to bring fantastic new series and specials to fans around the world, all rooted in Schulz’ stories, but with new focuses on characters
(Welcome Home, Franklin and One of a Kind Marcie) and themes (Snoopy in Space and Camp Snoopy). Apple TV+ will continue to release new Peanuts content as well!
How is Peanuts adapting to the digital age, and what role do social media and digital platforms play in connecting with fans?
Social has been a significant tool in connecting with our fans. TikTok in particular has grown exponentially in the past 2 years, with Gen Z fans engaging with our posts, but also sharing their own Snoopy collections or fan edits of content, proving that Snoopy is as relevant as ever.
For licensing enquiries contact: www.wpbrands.com.au
BY ALICE SANDERSON — EXECUTIVE MANAGER
WELCOME TO THE 2025 AUSTRALIAN TOY HOBBY AND LICENSING FAIR!
On Sunday, March 2nd, the doors will open to a vibrant playground brimming with everything a child could imagine. As adults, we can also appreciate the value of these products, which not only bring joy to children but also foster their mental and physical development.
The Australian Toy Association (ATA) proudly owns and manages the Fair, with its members representing approximately 90% of the industry. Most of these members will be present during the event’s four-day run.
As the largest trade event of its kind in Australia, the Fair serves as a vital platform for suppliers, retailers, licensors, and other businesses involved in children’s products. Across these four days, deals will be negotiated, orders placed, and meaningful relationships established.
Beyond the bustling show floor, the Fair offers numerous opportunities to network, learn, and unwind. The ATA facilitates several of these occasions, including the Gala Dinner, widely regarded as the industry's premier event.
Held at the prestigious Crown Palladium, the Gala Dinner which is proudly sponsored by Disney, Jasnor and Mattel hosts around
600 guests, celebrating the people, licenses, and products that make this industry exceptional. It’s also a chance to relax and revel in the success of the Fair’s opening day.
Following the Gala, the 25-Year Club function takes place on Monday evening in Clarendon Rooms A&B at the Melbourne Convention & Exhibition Centre. Open to those who have dedicated 25 years or more to the industry, this event provides a special space to reconnect and share stories.
The popular Women in Toys event, proudly sponsored by Jazwares, now occurs on the Fair’s third morning, thanks to high demand.
Featuring Anni Atkinson Senior Category Manager – Toys, Publishing & FHB Global Consumer Products – ANZ of Warner Bros., Helene Bergeot Vice President, International Marketing of Jazwares, Christine Faulkner Head of Commercial - Toys & Leisure of Big W, Emma Watkins Director of Emma Memma and Apricot Sea Pty Ltd, Kate O’Connor Director of Brands and Licensing of BBC Studios, and a special welcome by ATA President Jacqui Webster VP & General Manager Australia/New Zealand of Spin Master, this session promises to be an inspiring start to the day.
Each year, we partner with a charity, and for 2025, we are proud to support Backpacks 4 Vic Kids. This organisation provides thoughtfully packed crisis and gift bags to vulnerable children aged from birth to seventeen. Representatives from Backpacks 4 Vic Kids will visit the Fair on Wednesday, and we guarantee that all donated products will support a worthy cause.
I extend my heartfelt thanks to everyone who contributes to making the Fair a success each year, from our exhibitors and attendees to our sponsors and supporters. Your efforts ensure this incredible opportunity to connect, conduct business, and sustain the industry continues to thrive.
WISHING YOU ALL A FANTASTIC 2025 TOY FAIR!
Pevan & Sarah: Australia's Leading Primary School Entertainers
Pevan & Sarah are an Australian musical duo, featuring Pevan, the lovable tiger, and Sarah, his singing, dancing, sparkleloving best friend. Together, they create fun, engaging and educational music and resources for children.
The Pevan & Sarah team are qualified teachers and experienced musicians who are passionate about creating positive memories in the primary school classroom and beyond.
Pevan & Sarah’s catchy tunes and dynamic videos are much loved by preschool and early primary school children, promoting learning in literacy, numeracy, socialemotional skills and wellbeing.
Over the past decade, they have delivered educational entertainment to children aged 3-7, with over 400 videos enjoyed in schools and homes, three music albums and their annual national tour.
At the heart of their offering is Pevan & Sarah’s Cub Club, a popular online educational resource platform with over 5,000 paid subscribers, with 90% of subscribers being teachers and a potential reach of over 120,000 children daily.
Each year, Pevan & Sarah embark on a soldout, two-month national concert tour, staging live performances in major cities and regional towns nation-wide. These concerts are unique in that they take place during school terms, catering directly to school groups with fun and educational themes. Tickets for the 2025 tour are on sale now and are expected to achieve another 85%+ sell-through.
Pevan & Sarah recently launched a range of branded merchandise in partnership with Bright Star Kids. Available direct-to-consumer, the collection includes personalised drink bottles, backpacks, stickers, puzzles and lots of other useful classroom items.
Ms Moni: Australia’s Next Big Preschool Entertainment Property
In just two years, Ms Moni has grown from a home-grown YouTube channel into one of Australia’s most exciting names in early childhood education.
Created by Brisbane-based husband-andwife team Monica and Nelson Ferreira, the Ms Moni property has blossomed into a global phenomenon, touching the lives of millions of children and families.
The Ms Moni property began in 2022 when Monica, a former primary school teacher and mother, noticed a lack of Australian children’s content that prioritised language skills and music. Together with her husband Nelson, a talented musician and creative partner, the couple turned this gap into an opportunity to make a difference in early childhood education.
From their studio they produced engaging videos designed to foster cognitive and language development through music and play.
At Melbourne Toy Fair, Pevan & Sarah are seeking licensing partners in the key categories of publishing, toys & games, apparel, back-to-school products and foodware.
You can meet Pevan & Sarah at the 2025 Melbourne Toy Fair to discover why you should become a part of the next chapter of Australia’s leading primary school entertainers.
Contact Grahame Grassby at Stella Projects - grahame@stellaprojects.com - to set up a meeting at the Melbourne Toy Fair or for more information.
Today, Ms Moni boasts over 100 million views, 180,000 subscribers, and an incredible 22 million hours watched, a testament to their shared vision and dedication as a family-driven brand.
In 2024, Ms Moni won the Children’s Choice Award at the Australian Children’s Music Awards.
Beyond the screen, Monica and Nelson have brought Ms Moni to life in the real world, hosting meet-and-greet events where hundreds of families have come together to celebrate the magic of Ms Moni. These events further reinforce Ms Moni’s place as a trusted and beloved presence in early learning.
The plan for the coming year is to grow the Ms Moni brand in the areas of toys, books, apparel, and educational resources while continuing to further develop their IP with brand new content on YouTube, Spotify, and other platforms.
Their mission of fostering joyful learning through music, play, and language remains at the heart of every decision, positioning Ms Moni as Australia’s leading name in early childhood education with global potential.
Ms Moni represents an exciting opportunity for like-minded partners who share a commitment to early childhood education.
To learn more about Ms Moni and explore potential partnerships, visit msmoni.com or contact Nelson Ferreira at nelson@msmoni.com
Merchantwise Licensing is a leading independent licensing and merchandising specialist in Australia, New Zealand, Asia Pacific and Europe, with diverse programs in place across the entire consumer age spectrum from infants to adults.
PINK POPPY A LEGACY OF EXCELLENCE IN CHILDREN’S WEAR
Pink Poppy is a leading name in the children’s marketplace, known for its colourful, highquality dress up accessories, toys & gifts. Founded in 1987, the brand has become a trusted choice for both parents and children, with over 38 years of experience. Its success can be attributed to a combination of innovative designs, strong brand partnerships, and an unwavering commitment to quality.
A Legacy of Excellence
Pink Poppy began with a simple vision: to create stylish, fun, and affordable accessories for children. Over the years, the brand has grown in response to changing fashion trends, evolving consumer preferences, and its own expansion into new markets. By focusing on playful designs, colours, and artwork that resonate with children, Pink Poppy has firmly established itself as a leader in children’s market.
The brand’s success lies in its ability to stay relevant while remaining true to its core values. Through innovation and consistency, Pink Poppy has built a loyal customer base and continuously expanded its portfolio. The brand has successfully evolved while keeping its offerings fresh and appealing to its young audience.
Product Development and Innovation
Central to Pink Poppy’s success is its in-house design team, which creates each product. This dedicated team ensures that every item meets the brand’s high standards of style, quality, and originality. The team carefully selects fabrications, creates exclusive artwork, and brings vibrant, imaginative designs to life. This hands-on approach allows Pink Poppy to maintain complete control over the creative process, ensuring every piece embodies the brand's signature playful style.
Pink Poppy also embraces the latest trends and innovative techniques, ensuring that its collections are both current and timeless. By staying ahead of the curve and responding to market demands, the brand ensures its continued leadership in the children's market.
The Pink Poppy Mission Statement
Pink Poppy’s mission statement reflects the brand’s commitment to creativity, joy, and self-expression: “To inspire creativity, joy, and self-expression in children through fun, high-quality, and innovative ranges that makes every child feel confident and unique.” This guiding principle informs every design decision, ensuring the product range is both fun and a means of expression for children.
Additionally, the brand is committed to sustainability and ethical practices, ensuring that all are products made from high-quality materials and produced responsibly. This focus on ethical production has helped Pink Poppy earn a strong reputation among parents who value quality and integrity.
The Licensed Brand Portfolio
Beyond its own creative designs, Pink Poppy has significantly expanded its appeal through exclusive licensing agreements with iconic brands. These partnerships allow the brand to offer collections inspired by beloved characters and stories. Some of Pink Poppy's notable licensed brands include:
• Disney Frozen: Featuring designs that capture the magic of Elsa and Anna’s adventures.
• Disney Princess: Celebrating timeless characters like Cinderella, Belle, and Ariel, bringing their elegance to life in playful designs.
• Disney Moana: Inspired by the empowering journey of Moana, with tropical motifs and a sense of adventure.
• Disney The Little Mermaid: Featuring whimsical designs that celebrate the underwater world of Ariel.
• Emma Memma: A vibrant collection based on the popular children’s character who promotes learning, music and creativity.
• Claris The Chicest Mouse in Paris: A stylish collection inspired by the chic mouse Claris, adding a touch of Parisian flair to Pink Poppy’s offerings.
These partnerships, have broadened Pink Poppy’s market appeal, attracting both children and parents. The incorporation of beloved characters into its designs has allowed the brand to tap into a larger and more diverse customer base.
Strengths and Competitive Advantage
Pink Poppy’s main strengths lie in its unique, in-house designs and strong relationships with licensed brands. The brand’s ability to create original collections allows it to stand out in the crowded children’s wear market. Its design team’s expertise ensures that each product is fresh, imaginative, and of the highest quality, providing Pink Poppy with a competitive edge.
Additionally, the successful integration of licensed brands has further expanded Pink Poppy’s reach and visibility, attracting a broader customer base. These collaborations have allowed the brand to connect with fans of popular franchises, cementing its leadership in the children’s market.
Pink Poppy’s long-standing presence in the industry reflects its adaptability to market trends while maintaining a consistent and recognizable brand identity. This flexibility, combined with a focus on quality and creativity, positions Pink Poppy for continued success.
Three decades of experience, Pink Poppy has solidified its place as a leader in the children’s market.
Visit Pink Poppy Stand # H18 Toy Hobby & Licensing Fair For B2B online order 24/7 www.pinkpoppy.com.au
PETER ALEXANDER
MARKET LEADERS IN LIFESTYLE AND GIFTING
At age 24, Peter Alexander decided it was time to be his own boss. When his female friends were unable to find comfortable women's pyjamas that weren't matronly styles, he decided to get into the pyjama game. Working from his Mother's dining room table, Peter began making women's pyjamas selling to department stores. When the phone rang, to make the business seem bigger Peter and his Mum would pretend to be someone else!
“It all started with a simple idea and a simple spot!”
When a department store cancelled an order for 2000 pairs of pyjamas, Peter turned his biggest set back into an opportunity. He then put a mail order advertisement in a popular women's magazine and the response was overwhelming. Peter was flooded with 6000 orders from one ad and since then he hasn't looked back.
Celebrities began wearing his pyjamas such as Delta Goodrem, Dame Edna, Joanna Lumley and Jennifer Saunders, Kylie Minogue, Miranda Kerr and Hugh Jackman. These unique collections are designed to delight women, men and children alike and are loved around the world every night. Crafted from the most comfortable and luxurious fabrics, you'll find more than just pyjamas at Peter Alexander. There's also loungewear, daywear, footwear and gifts.
“I am absolutely obsessed with prints and constantly looking around the world for inspiration. I seek out original artwork and design in-house with my wonderful team of graphics artists.”
The Just Group acquired the business in 2000. Since its acquisition, Peter Alexander Sleepwear has grown with leaps and bounds from a pure catalogues-based business to a multi-channel business with over 130 retail stores within Australia and New Zealand, with Peter Alexander himself as the Creative Director of the brand. Peter Alexander is now part of Premier Retail.
Premier Retail also owns and operates the Smiggle brand. Since that time Peter Alexander has collaborated with many of the popular global brands including Disney, Sesame Street, Dr. Seuss, Harry Potter and many more.
His execution, quality and portrayal of these brands has seen Peter Alexander become a destination for global brands to partner with him. With Peter as the Creative Director and Judy Coomber as Managing Director leading the business commercially, they have built a powerhouse business which continues to go from strength to strength.
It was reported that Peter Alexander recorded record sales in 2024 and in fact their sales have increased by over 90% in just the past 4 years. Peter Alexander’s unique design-led product continues to excite consumers
and the creative direction of the marketing program positions the brand as one of the leading lifestyle and gifting brands catering for the entire family in Australia and New Zealand.
They continue to strategically open new stores which all trade ahead of expectation and it was recently announced that Peter Alexander launched in the UK at the end of 2024.
A dedicated Peter Alexander website and three stores opened in readiness for Christmas. Opportunities for 10 new stores have also been identified as part of the launch plan.
We recently had the opportunity to sit down with both Peter and Judy to understand a little bit more about the business, their philosophies and their visions for the future!
The Bugg Report thanks Peter and Judy for a great insight into this special business. We wish them every success both locally and internationally.
Peter Alexander is an inspirational entrepreneur who has spent almost 40 years building his successful brand. Peter is the founder of Peter Alexander Sleepwear, a brand that has grown enormously and developed into a multi-channel business with over 130 retail stores! A believer, an inspiration and a humble person, Peter shares his journey of success!
PETER ALEXANDER
As the creative mind behind P.A, what special touches are you most focused on when bringing an activation to life?
For me, the best collaborations are the ones that bring the best parts of the brands together. The iconic elements or imagery from the license, combined with the signature of our print designs, fashion styling and luxe feeling fabrications.
What brands have you most enjoyed working on during the journey?
A favourite? That’s like trying to choose a favourite dog! Although, I do have a soft spot for our Sesame Street collection that was shot on Sesame Street in NYC. It was a privilege to be the first commercial brand to shoot there and it was special to meet Elmo, Cookie Monster & their friends in person!
What’s the secret to connecting with the consumer?
It’s not really a secret – create something they’ll like!
How do you see the connection between your garment ranges and your instore displays and presentations?
For me, our windows & how it looks in store is just as important as the range. Maybe it’s my background in VM, but I often start thinking about an idea for the window or in store before I have even designed a print!
Judy Coomber has had a 30-year career in Australian retail which includes roles at Myer, Roger David, Hallensteins and the Sportsgirl/Sportscraft Group. Premier Investments chairman Solomon Lew described Coomber as one of the most "experienced and dynamic" executives in fashion retail.
Those young and those young at heart. Our customers connect with the authenticity of the brand - starting from very humble beginnings with Peter and his Mum at their dining table. Today our involvement with the RSPCA and our love of all things ‘doggy’ continues to connect us to the community.
PA has skillfully partnered with many global brands over the years. When you are planning these activations what are you specifically looking for to guarantee success?
Peter often has a different ‘take’ on partnerships. Our license partners trust us and allow us creative license which is often not available to other retailers. We love the opportunity to combine our signature design skills with their license.
What are some of the special qualities that Peter brings to the table that connects the creative story with the commercial realities?
Peter is the Founder & Creative Director. He actively guides the creative direction of our collections and is very involved in the marketing direction of our brand. My job is to ensure we deliver a commercial outcome while always protecting the brand.
Can you share some of the brand activations that have really pushed the barriers on and they have delivered big time
If Peter had his way, we would push every activation to express his creative view. We balance key commercial trading periods with certain times when we can push the boundaries. We aim to surprise and delight our customer.
What are the 3 key advances PA will take to market over the next 12 months?
Judy, you have played the commercial lead for PA for many years now, how would you describe its special connection with the community?
Our brand has always had a very special connection with our customers - we have a place in everyone’s hearts!
Our focus this calendar year is expansion in the United Kingdom. As you can imagine there are many challenges with this which are keeping us well occupied and we also continue to add elements of surprise to every collection to keep the customer intrigued.
www.peteralexander.com.au
JUDY COOMBER
The Brand Licensing & Market Specialists
WIDE EYES NEWS FROM THE TUBE A REGULAR COLUMN BY A LEADING INDUSTRY EXPERT
ABC & YOUTUBE, NETFLIX & YOUTUBE OR NICKELODEON & YOUTUBE?
WIDE EYES NEWS FROM THE TUBE
ABC & YOUTUBE, NETFLIX & YOUTUBE OR NICKELODEON & YOUTUBE?
We’re now three years into the post-COVID broadcast world and a lot has changed both globally and also locally with how Australian children are viewing the shows they watch.
The first big change was brought on by the glut of TV programs that the SVOD streamers – Netflix, Disney, Amazon Prime, Warner Discovery & Paramount – were producing up until 2020, when in 2020 production of new shows came to a screaming halt.
There were too many shows being produced, too much debt being racked up by the SVOD streamers to make them, then along came COVID, then the screen writers’ strike and suddenly everything ground to a halt and that is where is has stayed.
The production freeze is wreaking havoc with independent TV production companies and studio execs alike in the US and Canada – it’s all shut downs and lay-offs – just read the personal stories of doom & gloom on LinkedIn if you want to be really depressed about how bad things are in the TV business.
All is not lost though, because just as the TV production ship was sinking, the digital rocket was taking off and in particular YouTube transformed from being a channel with videos of cats doing stupid things into a digital broadcast platform that is now rivalling all of the biggest broadcasters for viewers.
In August 2024, YouTube accounted for more than 10% of all TV viewership in the US, ahead of Netflix (8.4%), Prime Video (3.4%), Hulu (2.7%) and Disney+ (2.1%) and of even more significance is that more and more people are watching YouTube on their TV screens, not on their mobile devices - over 50% of people in the US now watch YouTube on their TVs and the same thing is happening in Australia.
SO WHAT ABOUT AUSTRALIA?
Well, during COVID the Federal Government scrapped the quota requirement for Australian commercial broadcasters to produce Australian children’s TV programs and ever since, not one new hour of children’s TV content has been produced by Channels Seven, Nine and Ten combined – not one single hour of newly commissioned content for children.
That’s how much these Aussie free-toair broadcasters care about making Australian shows with Australian stories for our children, not when you can make cheap reality shows for adults instead.
ABC Kids continues to dominate children’s TV in Australia with a 55% market share – although linear viewership on ABC TV has more than halved since 2020 viewing on ABC iView continues to grow and more than compensates for the decrease in linear TV viewing.
The upshot is that having a show streamed on ABC iView is great for TV shows that are already popular or are being heavily promoted by the ABC but it does make discovery for new non-ABC produced shows very difficult.
The second most watched children’s platform in Australia is YouTube, followed by Nickelodeon, then Netflix and Disney+.
YouTube is now really a broadcaster in its own right and competes directly with other broadcasters - only ABC Kids has a bigger children’s viewing audience in Australia.
The reality is we have two major broadcast platforms in Australia that broadcast shows for children – ABC Kids and YouTube.
Nickelodeon, Netflix and Disney+ also broadcast quality kids shows but come a distant third, fourth and fifth when it comes to the size of the audience and it is size that matters most.
For a kids TV property to prosper in the Australian market it now ideally has a broadcast platform with ABC Kids, Netflix or Nickelodeon and a complementary broadcast strategy on YouTube.
To emphasize this point, let’s leave Nickelodeon’s Head of Online to have the last word: “YouTube allows us to introduce new IP where the largest share of kids are - this is a new blueprint for how kids’ entertainment properties can evolve in a world dominated by streaming and short-form content.”
This is the new reality – be on ABC and YouTube, or Netflix and YouTube, or Nickelodeon and YouTube.
Wide Eyes News from the Tube is written by a leading industry expert and is focused on providing a quick snapshot of the best opportunities in the television & animation market.
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ACCORDING TO DOWNSEY A YEAR OF TRADESHOWS
I started my licensing year off with a trio of tradeshows. The shows were across three significant sectors for licensing in the UK - gifting, toys and leisure. They provided a market snapshot and were a useful indicator of market trends. Indeed, trend research is one of the reasons I visit tradeshows. Looking back at 2024, I reckon I clocked up about 20 tradeshows. That's a lot of lanyards!
The three shows I attended in January highlighted some licensing developments that are not new but the tradeshows reinforced their emergence as identifiable market trends. At the London Toy Fair I noticed that The Puppet Company were showing a range of Natural History Museum plush toys; a new launch for them. This is a great example of how heritage licensing is increasingly part of the licensing scene and also how heritage brand owners are engaging in a broader range of categories. They are reaching beyond the traditional 'specialist' licensees that supported the sector and working with companies from a range of categories.
It was also interesting to see The Puppet Company adding a new license to their portfolio. They are a company who has taken a cautious and careful approach to licensing ensuring that their licensed offering melds with their non-licensed lines seamlessly. It is good to see companies that are relatively new to licensing doing well with their chosen licenses, not least as the licensing industry always needs new players in it. As a sector it is important we nurture new licensees.
It was also interesting to see the ongoing success of boardgames based on TV Quiz and Reality Shows at the London Toy Fair. It makes perfect sense that these type of TV shows cross over from screen to tabletop, but it seems games companies and production companies are getting more efficient at working together not least in ensuring the games are on brand gameplay wise, but also hitting the shelves at the optimum time to maximise sales. Vivid Goliath's Traitors game is a great example of this. It was one of the hits of Toy Fair.
Another tradeshow trend spot was one I made at the EAG show. This tradeshow serves the leisure and amusement industry. Some of the featured products include large format arcade games. Generally these games need significant development and have a relatively high cost of manufacturing.
They tend to be developed with the global market in mind. Licensing seems to be better at embracing global opportunities and recognises that this is now part of the market.
The leisure and amusement sector has, to a degree, always been a global one but in licensing these days there seems to be more multi territory discussions from the get go. This is in part as licensees seek out new distribution opportunities. In the context of a global licensing market it was interesting to see brands like the NBA featuring on arcade games being marketed towards European customers. This demonstrates how sports brands like the NBA are now global ones in licensing terms. I am sure domestic sports organisations and governing bodies are alert to this trend but it is an interesting one to note and a reality of a media marketplace that itself is increasingly global.
A final tradeshow observation for me was made at Top Drawer. Top Drawer is a show that is targetted more towards independent, specialist and department store retailers. There is a greater emphasis on design innovation and creative product development. Traditionally it wasn't a show that saw a lot of licensed product in it and in broad terms the attendees shied away from licensing. However this is certainly shifting with more licensed product ranges on show this year. This is in part because manufacturers are seeking new retail outlets so more of them are giving Top Drawer a go. It is also a reflection of the changing face of licensing. Whilst character and entertainment licensing are still a dominant force other categories are now getting airtime.
Elite Tins were at the show with ranges from brands such as Sanderson and Emma Bridgewater in their portfolio. Indeed Emma Bridgewater were at the show themselves presenting their own products, supporting their licensees and showing retailers how their brand can work in retail. Brands are recognising that they need to help retailers see how brands can come alive at retail. Other licensed products at Top Drawer included items like a Brooklands Museum Concorde construction kit from Coach House and Royal Academy of Arts greetings cards from Art Press.
It was also interesting to see Paw Print Family at Top Drawer - they were first time exhibitors and specialise in patches and pin badges. They carry a lot of licensed products including Shaun the Sheep and Wallace & Gromit. They are a young company but are investing in tradeshows as a way of building up their distribution. Rather like Emma Bridgewater, they used their stand to demonstrate to retailers a variety of display options. For example, they had a dedicated Aardman FSDU style display with their complete Aardman range. Retailers want to buy into collections and welcome suppliers building ranges across a brand. It was also good to see Paw Print Family including items like denim jackets decorated with patches, making it easy for retailers to understand the potential of their products.
Three tradeshows done eighteen more to do to beat my 2024 record. I think time spent at tradeshows is time well spent not least to keep up with trends. It is also a good way of refreshing my lanyard collection.
This article was written by Ian Downes, Director at Start Licensing Limited, for The Bugg Report.
Ian Downes Start Licensing Ltd
PADDINGTON IN PERU
STUDIOCANAL KIDS & FAMILY
PADDINGTON IN PERU
PADDINGTON’S BIGGEST ADVENTURE YET!
Since its debut in Australia and New Zealand on January 1st, Paddington in Peru, developed, produced and distributed by STUDIOCANAL, has captured hearts and dominated the box office. The epic adventure is STUDIOCANAL’s biggest film to date, and brings Paddington's story back to Peru, as he returns to visit his beloved Aunt Lucy, who now resides at the Home for Retired Bears.
With the Brown Family in tow, a thrilling adventure ensues when a mystery plunges them into an unexpected journey through the Amazon rainforest and up to the mountain peaks of Peru. Featuring an all-star cast with Olivia Colman as the Reverend Mother and Antonio Banderas as the enigmatic Hunter Cabot, Paddington in Peru has continued the legacy of the beloved bear with stunning visuals and a heartwarming story.
Make sure you don’t miss out on Paddington’s biggest adventure yet! As the film continues to roll out internationally, a range of licensed products has also launched to continue the adventure at home.
Fans can now enjoy Paddington toys, arts & crafts, books, and more, while global retail giants like Zara, H&M, and GAP have unveiled stunning apparel collections featuring the iconic bear.
In Australia and New Zealand, local brands Peter Alexander and Oodie™ (image right) have introduced gorgeous Paddington™ collaborations, including loungewear and cozy PJs, while Jasnor distributes the official Paddington Plush.
The Paddington™ magic has also reached the world of gaming. Paddington: Mission Marmalade launched on Roblox, offering fans an innovative virtual adventure through London and the jungles of Peru. In this interactive quest, players can join Paddington on a mission to make marmalade, unlock rewards, and spread kindness— continuing the bear's core message of generosity and goodwill.
STUDIOCANAL KIDS & FAMILY,
who own the PaddingtonTM IP, also have global ambitions in the experiential space. Since its launch in May 2024, The Paddington Bear Experience in London has captivated audiences, already with a box office of more than £6 million.
This immersive attraction allows fans to step into Paddington's world, delighting visitors with an engaging, multi-sensory journey.
In Q2 2025, Paddington’s Play Experience will open at Hong Kong’s 11 SKIES, offering an indoor adventure inspired by The Adventures of Paddington TV series, with exhilarating climbs, treasure hunts, and imaginative games for children of all ages.
Looking ahead, fans of Paddington can expect more exciting global collaborations across multiple categories, including huge names in fashion and beauty. Additionally, a high-profile Paddington musical is in development, produced by Sonia Friedman Productions, the powerhouse behind Harry Potter and The Cursed Child and The Book of Mormon.
For ANZ Licensing enquiries contact WP Brands: enquiries@wpbrands.com.au
BRAND LICENSING IN AUSTRALIA THE TRUE STORY
Tony Bugg and Bugg have been part of the brand licensing business in Australia for 40 years. We have witnessed the evolution of this fabulous industry right back to the early 1980’s.
It’s been my dream to write a book about this journey to recognise the great people, the trends, the brands and those who managed them. I want to expand upon the great times that we experienced and bring to life the important part that Australia has played in shaping the industry as we experience it today.
Licensing in Australia dates to 1947 when Disney appointed Walt Granger to operate Disney Enterprises here in Australia out of Sydney. The Granger family was heavily invested in the Disney Comic business in those days.
Licensing as a serious commercial opportunity began in 1974, when Fred Gaffney travelled to the US. He noticed that a property called Sesame Street was prominent in many retail outlets and catalogues. Fred negotiated a deal with Sesame to represent the brand in Australia and licensing was born.
IFG was born which later became Gaffney International Licensing. Fred controlled licensing in this country for 30 years. His passion and work ethic were witnessed and respected on a global scale. Fred represented and managed brands including Thomas, Raggedy Anne, The Man from Snowy River, The Smurfs, Snake and The Phantom to mention just a few.
Fred was responsible for the global expansion of the hit ABC series Bananas in Pyjamas along with Graeme Grassby, who is also an industry stalwart. Fred Gaffney promoted and drove the licensing business in Australia and used his profile to promote the industry all over the world. Many of the most successful licensing professionals who work in our industry today worked and learned the business from Fred.
John Moore ran Warner Brothers and John Cookson took over the Disney operations from Walter Granger. In the 80’s, Barry Jones ran the Milton Bradley business in Australia and appointed Hugh Harris to license his properties, including Transformers, My Little Pony and Playschool. John Walsh and Bob Lee are also two industry veterans who, for many years, ran Copyright Licensing in Australia.
Importantly Newman Licensing was also an active partner in Gaffney International. Tony Newman ran the licensing business in New Zealand for many years before he developed his own licensing business in Australia.
Some other iconic brands, which have been significant licensing programs in Australia, include, The Simpsons, Ninja Turtles, Tele Tubbies, Toy Story and the original Jurassic Park.
Our industry has always been heavily focussed on Character and Entertainment brands, particularly pre-school brands. During the 70’s and 80’s, Gaffney represented most of these high-profile properties and, therefore, the market followed his lead.
GIL also included a Sporting division. In those early days Fred represented the NFL and IHL in Australia. Later, James Ashworth, who was a former IMG executive, began his own business called Velocity Brand Management. His organization commercially represents the NRL, Cricket, Soccer, Tennis and Rugby in our market.
Things have changed dramatically since those early days, and competition and more limited retail shelf space has meant that less brands have been able to gain traction in the marketplace.
This special book will be written as a hard cover coffee table book (150 – 200 pages) which can be proudly added to your bookcase or book collection as a chronological reminder of the great times in licensing in Australia.
There has already been significant research that has taken place, and the book will be ready to launch at the Australian Toy Fair in 2027. I plan to have a launch party at the show where we will invite both contributors and Celebrities from all angles.
The book will be released as a limited edition 1,000 copies at an early bird price of $39.95. Once launched it will be available to order online for $49.95. I hope you will support this project as an important piece of History.
THE TRUE STORY
INDUSTRY COMMENTARY
Tom Punch Haven Managing Director
How do you see the year ahead for brands in Australia?
I think brands are in a strong position at Australian retail right now. When the economy gets tight, people flock to value and to the things that make them happy, and loved brands for kids and adults are high on that list. The represent value and they represent happiness. Also, from a retail perspective brands can also be even more important in tough times, as our retail partners look at ways to bring customers into their stores and offer ranges that surprise and delight. Brands deliver this.
What should we be looking for from HAVEN this year?
A lot of fabulous brands, a lot of fantastic creative execution, biggest brands with our retail partners, and some great international expansion with our brands. Our time and effort go into our retail strategies, our retail partnerships, our creative development and strategies, our licensee partnerships – then we work hard to combine this for fabulous execution to the consumer. Our brands are flying now, which is always fun, but it means we must double the effort in execution to keep them fresh and our partners motivated. We’re looking to expand into different brand areas – but more of that will come out soon.
How do you see the Bricks and Mortar v online evolution unfolding in our market?
I think some people can overcomplicate the difference – I look at a lot of it the same. If you buy something from Kmart or Big W, or Rebel or Peter Alexander – you may go into store, or you may buy online – or both. The bricks and mortar retailers are doing a fabulous job of offering their vast ranges online. So, a huge part of online growth is bricks and mortar brands delivering via another channel. Of course, international mega partners like amazon are still a force, or you can buy junk on Temu… but our big partners are doing well, and their online offers add to the bricks and mortar presence.
What do you anticipate being the most significant trends of 2025?
I think retailers and partners will increase their visibility of brands, as they fight for a retail dollar in 2025. I think that there will be some range rationalisation as per the trend of the last decade, but you need people IN stores to buy – so give them brands that force the purchase decision.
Can you give us your take on Bricks and Mortar retailing in Australia?
I think our brick-and-mortar partners are doing brands and licensing as well as I’ve ever seen, and it’s helping drive customers and delivering sales strength. If I look across our partners at specialty, upper end, mass or supermarket – sales are strong. Data still shows that a majority of Australian’s (70-75%) still prefer to shop in physical stores, so emphasis is on ensuring that this experience is a positive one. Our job is to work closely with our retail partners to ensure that this offer surprises and delights their customers and leads to strong sales. People still want to touch and feel products before they spend their money, so I’m very buoyant as to the short-medium term for bricks and mortar – and we’re doing everything in our power to support them.
We ask key Licensing Industry Executives about brands and licensing including the trends to look out for in 2025, plus their take on retail.
John Vasta WP Brands Managing Director
How do you see the year ahead for brands in Australia?
With the current economic conditions in Australia, it is no doubt going to be a tough year ahead as brands compete for shelf space and consumer dollars. But regardless of the climate the same remains true, that great brands will continue to win through.
What should we be looking for from WP brands this year?
We’re fortunate to have a great mix of brands and Licensors we work with at WP. We have a lot of strong retail activations this year across all different tiers. It will be another busy year of retail and licensee meetings as well as the annual trips to Las Vegas for Expo and London for BLE. In our portfolio we have a wide range of properties from evergreen classics, to emerging kids brands all the way through to fashion, art and design brands. We’re looking forward to meeting with potential partners at Toy Fair to discuss opportunities.
How do you see the Bricks and Mortar v online evolution unfolding in our market?
I believe bricks and mortar will always have a place in our market as our consumers still love getting out to stores. This is something which I can’t see changing anytime soon, but it will be important for local retailers to continue to step up the in-store shopping experience to pull customers through the door. I think it’s inevitable that there will be growth in online sales due to convenience, but the main challenge for local retailers seems to be keeping those online dollars on shore rather than heading to the internationally based online retailers.
What do you anticipate to be the most significant trends of 2025?
It seems clear that the nostalgia trend for the 90s and even into the early 2000’s will continue. Post Covid, classic brands have been resonating and I expect this trend towards safe, comforting and nostalgic brands will continue. From a licensing industry point of view, brand collaborations continue to be a great way for brands to join forces to bring consumers fresh looks for the properties they love. I expect collaborations will continue to be a strong trend this year and for the foreseeable future.
Can you give us your take on Bricks and Mortar retailing in Australia?
Consumers have connections with licensed brands and often its only when customers are face to face with products that the purchase connection is driven. This is why Bricks & Mortar retailing remains a key pillar of our industry. Social media marketing does drive that connection to online purchases but in my opinion still not in the same way that being in store and seeing the product does.
TOY STORIES 3
45
YEARS OF AUSSIE TOYS
My time in the Australian Toy Industry dates to the early 1980’s when Valentine Textron acquired John Sands who were the local distributor of Milton Bradley games. It was around 1983 that Milton Bradley moved to open their own operations in Australia and so began a 40-year journey in the Toy business.
There have been 2 previous editions of Australian Toy Stories, the first one published in 2005 and the second edition in 2009.
I have recently received the endorsement of The Australian Toy Association to publish Toy Stories 3.
Once again, I have had the ambition to write a chronological account of the Toybiz in Australia for many years. It has been 16 years since edition 2 was published. The rich history of our industry has plenty of fabulous material to draw on.
We take a trip down memory lane from the 80’s when we saw Transformers and Teddy Ruxpin launch and into the 90’s when we experienced the phenomenon that was Ninja Turtles. We look at Tamagotchi in the 2000’s, Bratz in 2002, Zhu Zhu Pets in 2009, the Apple Robotic dog in 2010, Star Wars Mandalorian Baby Yoda in 2020 and more recently The Tonie Box, just to highlight a few.
We intend to engage all the personalities, highlight the great companies and trends of the times and focus a little on the great times we enjoyed.
The book will address the Toyworld era with David Finestone and Terry Carroll, and we will reflect on the advertising/media business during this time with Andrew Skinner. We will look at the period where Toys R Us went head-to-head with World 4 Kids and the Funtastic era. We will look at the Toy Fair which was in Sydney and came to Melbourne.
We will plot the evolution of retailing in Australia beginning with Venture, Fitzgerald, Grace Brothers and John Martins. We intend to highlight some of the great retail personalities of the time.
This special book will be a hard cover edition full of rich history and images of the times. It will be 150 – 200 pages.
We have already undertaken significant research, and my plan is to launch this book at the Australian Toy Fair in 2026. We plan to host a special launch party at this time where we will invite the industry to share in this project with us.
The book will be limited edition (1,000) copies only and become available online for an early bird price of $39.95. Once we go to launch it will be available for $49.95.
Toy Stories 3
45 Years of Aussie Toys
This unique coffee table book will be released as a celebration of 45 Years of Aussie Toys!
OFFICIAL LAUNCH DATE:
©2025 Viacom. SpongeBob SquarePants created by Stephen Hillenburg.
©2025 Spike Cable Networks Inc. ©2025 & TM Spin Master Ltd.
PRE-SCHOOL POWERHOUSE!
#1 PRE-SCHOOL TOY PROPERTY IN AUSTRALIA
11 Seasons, 3 Movies, 1 Spin off
New thematics & specials in 2025 tied to consumer product programs
Across more platforms than ever before!
PAW PATROL MOVIE 3
Launching in 2026 CONTENT IS EVERYWHERENew partnerships and promotions planned in 2025
VÁMONOS! DORA
IS BACK!
TH ANNIVERSARY IN 2025 series DORA now streaming 25
2 seasons of new CGI-animated on Paramount + Live action theatrical New Consumer Products for DORA will hit shelves in 2025, spanning apparel, publishing, outdoor and accessories in production Spin Master, the primary global toy partner is set to launch in 2025
• All new episodes of SpongeBob SquarePants and The Patrick Star Show will continue to rollout across the Paramount ecosystem throughout 2025.
• Plankton: The Movie launches March 2025 on Netflix
• SpongeBob SquarePants x Magic the Gathering coming in 2025
• Upcoming SpongeBob designer fashion collaboration 2025
• The SpongeBob Movie: Search for SquarePants theatrical launches December 2025
• Season 1 of Tales of the Teenage Mutant Ninja Turtles now streaming on Paramount+ and Season 2 currently in production
• Global theatrical sequel to Teenage Mutant Ninja Turtles: Mutant Mayhem launches in 2026
• Teenage Mutant Ninja Turtles presence/integrations across multiple gaming platforms including Fortnite and Roblox. More titles in development in 2025 and beyond.
• Teenage Mutant Ninja Turtles: The Last Ronin movie in the works
After over two decades, a show about kids (that is totally unsuitable for kids) is an undeniable part of the zeitgeist – fresh with pop culture and political parody. The series revolves around Stan Marsh, Kyle Broflovski, Eric Cartman, and Kenny McCormick—and their exploits in and around the Colorado town.
• Greenlit to 2027
• Growing Gen-Z audience lends itself to expanded retail opportunities and placement
• 20th anniversary of the original series in 2025
• Avatar: The Last Airbender in Concert touring Australia nationally in 2025
• Primary global toy partner Jazwares launching in 2025
• Production currently underway on Netflix’s live-action series Avatar: The Last Airbender
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