LICENSING EXPO LAS VEGAS
Welcome to Edition 50 of The Bugg Report Magazine, launching during the 2025 Licensing Expo in Las Vegas which takes place from Tuesday, May 20th to Thursday, May 22nd, 2025, at the Mandalay Bay Convention Center.
Licensing Expo offers a range of great events throughout the week including the Licensing Expo Fun Run, Character Parade, Networking Hub, Opening Night Party at the Daylight Beach Club, Innovation Stage and a range of presentations in the License Global Theatre.
Amazon and their continued development here in Australia has been impressive. Amazon offers an amazing opportunity for Toy Companies to expand their sales and distribution of products using the Amazon platform. This includes Amazon FBA (Fulfilled by Amazon), Amazon FBM (Fulfillment by Merchant), and of course, the ability to run advertising campaigns and promotions directly via Amazon. According to Statista, online sales of Amazon Australia are estimated to account for around 20 percent of all internet sales in Australia by 2026.
Artificial Intelligence is evolving and being adopted at a rapid rate and can offer things such as greater efficiency, streamlined processes and revenue opportunities. It will be interesting to see how the licensing industry adjusts to and adopts AI, and in what areas it proves to offer the most exciting opportunities.
We noticed with interest as well that Globe Newswire reported that research has forecast a $55 billion growth for the Toys & Games market by 2033, with major players prioritising digital strategies and licensing. In addition to these, it seems that the Kidult demographic and nostalgia are still very popular.
Looking forward to the movie releases set for 2025, and there are some highly sought after movies which are upcoming this year which include: Lilo & Stitch (May), Karate Kid: Legends (June), The Bad Guys 2 (August), Elio (June), Gabby's Dollhouse (September), How to Train Your Dragon (June), Smurfs (July 18), The SpongeBob Movie: Search for SquarePants (December), Zootopia 2 (November).
And finally, in this edition we feature Mizzie The Kangaroo, which is an Australian brand that creates natural and educational toys for babies, toddlers, and preschoolers. We also have a feature interview with Ellis Johnson from Hoopla Interactive, Hoopla aim to inspire your digital creative to do more!
We hope you enjoy this edition of The Bugg Report Magazine!
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
FEATURE INTERVIEW — HOOPLA INTERACTIVE
THE SYDNEY MID-YEAR TOY PREVIEW IS BACK AND SET FOR COMMBANK STADIUM
WIDE EYES NEWS FROM THE TUBE — SKIBIDI TOILET RULES
THE FUTURE OF BRICKS & MORTAR RETAILING IN AUSTRALIA
HAVEN GLOBAL UNVEILS MELBOURNE’S CUTEST CULTURAL HOTSPOT
AUTHENTIC PARTNERS WITH BR SOUTH PACIFIC
PHOTO GALLERY — LAS VEGAS NOSTALGIA
BBC STUDIOS GROWS BLUEY LICENSING PROGRAM
TOY STORIES 3 — 45 YEARS OF AUSSIE TOYS
BRAND LICENSING IN AUSTRALIA —THE TRUE STORY
SpongeBob SquarePants created by Stephen Hillenburg.
FEATURE INTERVIEW
HOOPLA INTERACTIVE
PROVIDING INTERACTIVE FOCUS TO TOYS
www.hooplainteractive.com
FEATURE INTERVIEW
Hoopla Interactive
HOOPLA INTERACTIVE IS A NEXT GENERATION PLATFORM WHICH SEEKS TO EXTEND CONSUMER ENGAGEMENT BEYOND THE INITIAL CONNECTION TO DIGITAL CONTENT. WE RECENTLY HAD THE OPPORTUNITY TO MEET WITH ELLIS JOHNSON WHO HEADS UP HOOPLA INTERACTIVE IN THE AUSTRALIAN MARKET.
The Bugg Report had the pleasure of speaking with Ellis Johnson, the Sales Director at Hoopla Interactive. In an era of increasing media fragmentation, the ability to achieve quick cut-through and deeply engage customers is paramount, particularly within the Licensing Industry. Hoopla Interactive, a new breed of digital advertising platform where creativity is central, specialises in providing branded solutions across online video, display, and mobile. They expertly combine premium environments, exclusive content, and innovative formats to deliver immersive brand experiences across all devices, ultimately driving interaction and improving your sales line.
With a proven track record of success, Hoopla has already onboarded several significant global brands including LEGO, Zuru, MGA, and Nintendo. We posed some key questions to Ellis to understand exactly how Hoopla can help connect you with your customer, ensuring the message is clear, simple, and inspires a call to action to make a purchase based on the experience. Ellis will provide valuable insights into how Hoopla can assist your organisation in growing your sales line, and we're very much looking forward to a valuable conversation.
Ellis, to begin with, can you give us a quick snapshot of what Hoopla Interactive brings, particularly for Companies in Licensing and Toys?
Hoopla Interactive is an Attention advertising specialist that designs engaging and fun adverts using existing assets and place them into popular kid safe environments (COPPA/GDPR-K). We ensure that Kids & Parents have a positive brand takeaway whilst getting to understand and be educated on the latest and best toys. We are a full eco-system and can help showcase across, Desktop, In-App, CTV and Youtube. All Designs & Builds are complimentary with supported Media Budget. Once built the creative asset becomes brand owned, meaning it can be used without charge in a wider range of media channels for further brand uplift (POS, OOH, print, social, email etc).
Can you tell us how the Hoopla team manages a new inquiry? How do you navigate a new customer into your system?
It’s really simple! After reaching out, we will organise a meeting to chat through your objectives, products you wish to promote, how they work and how we can bring them to life through one of our formats. Once we collate the information or receive a brief, your Sales Rep, alongside our amazing design team, will come up with a few ideas for all suitable budgets, provide a strategy for placements and a supported plan to showcase estimated results, reach and more. We handle all design and build in-house with minimal asset requirements, making it incredibly easy to create outstanding, immersive and engaging digital experiences. We work closely with your team throughout every step of the process, alleviating all of the headache.
Now in our 12th year globally, Hoopla has deep expertise in the toy space, enabling us to develop concepts that stay relevant in a fast-paced, competitive market. We offer free design and build so your media spend goes further reaching as many kids as possible.
Can you provide us with a simple explanation of your three product platforms – HooplAR, Hooplay, Hoopla Rich Media.
Hoopla Rich Media is our suite of High Impact solutions, which amplify existing assets. The Rich Media Player is probably our favourite as it’s an Interactive Video unit that is click to play with sound on from start. The video is supported by a clear & consistent branded skin for added call-outs. For all our Rich Media formats interactive features can be added to make the supporting display dynamic to video content or offer additional content outlets for selection.
HooPLAY is a playable ad unit that enables brands to engage their target audience through active participation vs traditional observation methods.
Game concepts are curated based on target audience trend data to isolate play concepts that the user will be familiar with and instantly connect to. These formats really bring products to life and allow users to engage with a demonstration of the Product(s). With strong dwell time (50+ Seconds) and engagement of 65%, we ensure that users are not distracted throughout their experience.
HooplAR is an innovation in digital advertising allowing brands to access the rich interactivity that Augmented Reality offers within the scaled reach potential of a web environment. By bringing your Products and IP to life through the camera lens, we see users fully immersed in the experience with an unrivalled dwell time of 75+ Seconds.
CONTINUED PAGE 6
ELLIS JOHNSON, SALES DIRECTOR AT HOOPLA INTERACTIVE
What is the main value proposition that Hoopla Interactive brings which positions the services that you offer above other digital agencies?
Now in our 12th year globally, Hoopla has deep expertise in the toy space, enabling us to develop concepts that stay relevant in a fast-paced competitive market. We offer free design and build so your media spend goes further reaching as many kids as possible. Our interactive formats deliver measurable engagement, providing insights beyond traditional benchmarks. We're also focused on delivering greater value and reach, including through our new transparent YouTube pricing model helping clients secure 3 to 4 times lower rates than other partners, with the same high-quality kids content and brand safety. Finally, we’ve partnered with Lumen to launch the first-ever COPPA-compliant Attention tool for kids, helping optimise toward real attention complimentary with any media spend.
How should Toy Companies engage with Hoopla to produce the best results?
Tell us your problems and challenges in the industry and we will curate custom solutions! Hoopla specialises in the Awareness and Consideration part of the sales funnel, ensuring that we can provide exciting formats which cut through the noise at that most crucial education stage. Kids and Parents alike are constantly bombarded with adverts, and it can become increasingly difficult to reach a wider audience and allow users to leave with a positive takeaway. From our recent study we have seen that after Kids have engaged with our units, 83% of them wanted to tell their friends and 66% of them were more likely to want or ask for the advertised product. (Hoopla x Lumen Report 2025).
Can you explain how Hoopla leverages the online space to maximise your results?
Hoopla have built a proprietary Keyword targeting technology which allows us to deliver messaging across video, gaming and content environments based on the type of content being viewed for greater brand alignment to the user's interest. We have codified all our Kid-Safe inventory which allows us to drill down further by channels of Interest creating predictions of Gender and Age based on text, language & visual analysis. This is applied across App, Web, CTV and Youtube content.
Can you outline your tailored approach method to the content you create for your clients?
Your dedicated Sales Rep will be with you every step of the way. From initial concept and project management, right through to optimisation and post campaign analysis. We’re hands-on, detail-focused, and deeply invested in both the process and the partnership. Our goal? To bring your project to life together, with clear communication and shared success at every stage.
Can you give us a good example of toy content that produced a good outcome for your client?
We recently launched a highly successful Playable campaign for ZURU’s X-Shot range, and the results spoke for themselves. The campaign not only exceeded all key benchmarks but delivered impressive engagement — with users spending an average of 69 seconds interacting with the unit. What made this execution particularly powerful was the choice-driven gameplay. Audiences could select from four distinct mini-games, each one representing a different X-Shot product. This interactive format didn’t just drive strong dwell time. It also offered valuable insights into product preference and user behaviour, helping to inform future marketing and retail strategy.
Does Hoopla offer any modelling which through data analysis will deliver a commercial return?
In addition to our high-impact advertising formats, we offer a suite of studies designed to demonstrate and support commercial effectiveness. Through strategic partnerships with industry leaders, we provide data-backed insights into brand uplift (via Kantar), attention metrics (via Lumen), and sales performance (via Circana). Circana is a unique opportunity to understand how your active campaigns are penetrating the market, allowing you to gauge where further spend is needed and where you have dominance in the space.
This is all heat mapped with postcode breakdown. One standout is our groundbreaking Hoopla x Lumen Attention Study, the world’s first COPPA compliant eye-tracking attention study for kids. This unique research doesn’t just prove that our campaigns capture attention. It pinpoints exactly where attention is being held within the creative. It’s a powerful tool for optimising creative strategy and proving tangible value back to your team.
In the highly competitive market that we operate in it looks like Hoopla have developed an effective product that can improve engagement and generate real outcomes for your clients. We hope that potential Toy Companies contact you directly and visit your website to learn more.
Units that cut through the noise giving brands standout in a cluttered web environment. These can be used for impact & awareness or integrate custom interactive elements for more of an engagement focus. All units are delivered against accountable buying metrics with display bought on a vCPM and video on a CPCV.
GET IN TOUCH
Hoopla Interactive are an independent advertising network specialising in high impact creative messaging that allow users to interact & engage across all platforms at scale.
BY ALICE SANDERSON — EXECUTIVE MANAGER
THE SYDNEY MID-YEAR PREVIEW
THE SYDNEY MID-YEAR TOY PREVIEW IS BACK AND SET FOR COMMBANK STADIUM
It’s been a few months since the ATA hosted another highly successful Toy Fair at the Melbourne Convention & Exhibition Centre. With more than 5,000 attendees— including many from overseas—the energy throughout the event was palpable. Many remarked that this year’s Fair was the most impressive since the onset of COVID.
Throughout the week, the ATA also held several key events including our annual Gala Dinner, the 25-Year Club networking function, Women in Toys, and Exhibitor Drinks. These were all well attended, with both the Gala Dinner and Women in Toys events selling out.
A heartfelt congratulations to all the winners recognised during our awards ceremony. A special acknowledgment goes to our newest Hall of Fame inductees, Nir Pizmony and John Fitz-Gibbon, and to our 2025 Rising Star, Adrian Spagnuolo of ToyMonster.
On behalf of the ATA, I extend sincere thanks to our generous sponsors and supporters who help elevate the Fair year after year. These include All Brands Toys, BMS Brands, BBC Studios, Connetix, Disney, Formula Sports & Games, Hasbro, Jasnor, Jazwares, Just Kidding, Mattel, The Bugg Report, The Toy Universe, Total Licensing, Universal, Warner Bros. Discovery, and The Wiggles.
Of course, none of this would be possible without our incredible exhibitors. Your tireless work—from concept approval to final
product display—ensures the continued success of the Fair and highlights the innovation that drives our industry forward.
Since the Fair, much has changed globally, and while I’m a bit remiss to make mention (again) of the ongoing trade tensions, it’s an issue too significant to ignore. The current tariffs imposed on China—though primarily a U.S. policy—will undoubtedly have a ripple effect, impacting Australian businesses as well.
We remain hopeful that the U.S. Government will fully consider the broader implications of these tariffs, particularly regarding children’s toys, and work towards a balanced resolution that minimises disruption (and drastically higher costs) for businesses and consumers alike.
The ATA would like to remind our members that we’re here to support you in any way we can—even if it’s simply to lend a listening ear as you share how these challenges are impacting your business.
On a more uplifting note, our focus now shifts to the upcoming Sydney Mid-Year Fair. This year brings exciting changes—not only have the dates moved, but we’re also hosting the event in a brand-new, larger venue!
Scheduled for Wednesday 18th and Thursday 19th June, the Fair will now be held at CommBank Stadium in the heart of Parramatta. Known for hosting major
events including NRL games, concerts, and high-profile business functions, the venue offers an elevated experience we hope will become the Fair’s long-term home.
One of the key advantages of this new location is its layout, which allows for a more streamlined and convenient experience. Most exhibitors will be located in a single spacious ballroom, simplifying the visit for our retailers. Larger exhibitors needing private meeting spaces will be accommodated on Level 3, easily accessible via lifts from the ground floor.
We’re excited to welcome everyone to Parramatta this June and can’t wait to showcase what’s in store!
Lastly, we’ll soon begin the membership renewal process for the upcoming financial year.
As part of this, members will receive a feedback survey. We strongly encourage everyone to participate— your insights help us understand what matters most to you and how we can best support your needs.
WIDE EYES NEWS FROM THE TUBE A REGULAR COLUMN BY A LEADING INDUSTRY EXPERT
SKIBIDI TOILET RULES: THE VIRAL SENSATION OVERTAKING KIDS' ONLINE VIEWING
WIDE EYES NEWS FROM THE TUBE
SKIBIDI TOILET RULES: THE VIRAL SENSATION OVERTAKING KIDS' ONLINE VIEWING
At this year’s annual international children’s TV conference, Kidscreen Summit, the major takeaways were that the traditional children’s linear broadcast TV business was in serious decline and that the children’s viewing audience had shifted to online platforms, specifically YouTube, Tik Tok and Roblox.
Above all the doom and gloom being displayed by mainstream broadcasters, distributors & TV production companies, there was one on-line kids property in particular that kept being mentioned in sessions, and in the corridors, and at breakfast, lunch and dinner, until it there just was a great cacophony of noise all talking about it – and the property was called Skibidi Toilet.
Skibidi Toilet began as a series of YouTube videos, first launching in February 2023 – there are now 80 Skibidi videos on YouTube and has since expanded into toys and merchandise and most recently into a feature film that is in full development and being produced by “Transformers” director Michael Bay.
According to Michael Bay’s PR machine the Skibidi Toilet movie will be the next big movie cinematic universe rivalling
the current Minecraft movie and licensing phenomenon and given the buzz at Kidscreen Summit, I would not bet against this being at least, in part, true.
Skibidi Toilet is set in a dark animated sci-fi dystopian world where the Skibidi Toilets – mobile toilets with human heads popping out of their bowls – are at war with a humanoid looking race that have TVs, cameras or speakers for heads – and that’s about the sum of it.
The videos are all at once exceedingly comedic, absurd, violent and dark and have led in some cases to what’s being called the “Skibidi Toilet Syndrome” which is basically that some children may have developed a fear of using the toilet after repeatedly watching Skibidi videos.
Other than the characters doing battle with one another, there is not much more of an overarching plot and the Skibidi Toilet world uses a universal gibbering language allowing the videos to be watched equally in all countries around the world by its mainly under 12 year old Gen Alpha audience.
The Skibidi Toilet YouTube channel now has over 50 million subscribers and the videos have had 20 billion views in 18 months.
Skibidi Toilet content is all over Tik Tok and Roblox with similarly impressive viewing numbers and here’s the kicker, rather than trying to fight a losing battle against unauthorised fan created Skibidi Toilet content, the managers of the Skibidi Toilet property have embraced user created content and even support the top 100 user-generated creators by giving them semi-approved status
and not discouraging them to upload their own Skibidi Toilet content by providing them with sanctioned artwork tools to make their unauthorised content of a higher standard.
This acceptance of user created content has massively excited and empowered the fan base and has also taken pressure off the Skibidi Toilet production team in having to meet the insatiable demand for new content that the audiences and algorithms of these online platforms demand.
So Skibidi Toilet is a perfect property for the now – its dark dystopian setting in a post-apocalyptic world sets the right mood for the young children faced with our environmentally challenged world, it’s funny, absurd, violent and scary all at the same time, has no difficult-to-follow overarching themes, its content is growing organically by fanbase content creation across multiple on-line platforms and it is about to get blown into a major cinematic event by a director who knows what he is doing.
Better get onboard if you haven’t already missed the boat – Skibidi Toilet rules.
NRL HAS HUGE APPEAL, AND IT’S SPREADING
Over 3 million fans in the USA, Australia and New Zealand watched the opening 2 matches of the 2025 NRL season at Allegiant Stadium. US viewership grew by 600% from the 2024 season opener. (Brad Walter, NRL Senior Reporter, 6 Mar 2025)
OFFICIALLY LICENSED NRL FAN EMBLEMS®
Made to international automotive standards, specifically for vehicles, but applied everywhere by fans - electronic devices, toolboxes, letterboxes, fridges, coolers, doors, windows, metal, furniture, memorials, home décor projects, man caves, etc.
THE USA HAS 284,614,269 REGISTERED VEHICLES*
That’s a huge number of sports fans who drive, with a growing number of them NRL fans. (*2023, Federal Highway Administration)
AVAILABLE IN 2 AUTOMOTIVE STYLES
Resin coated chrome car decals and 3D chrome car emblems.
FANS LOVE GIVING THEM TO FAMILY AND FRIENDS
Ideal for gifts and souvenirs. Lightweight and compact for easy mailing. Great impulse buys, perfect for counter displays.
RETAILING IN AUSTRALIA
THE FUTURE OF BRICKS & MORTAR RETAILING IN AUSTRALIA www.buggreport.com.au
The Future of Bricks & Mortar Retailing in Australia
It’s fair to say that Bricks and Mortar retailing has been experiencing a significant transformation here in Australia over the past 5 years. The combination of a changing shopper demographic and behaviour, cost of living challenges and the onslaught of online platforms such as Temu and Shein have significantly impacted the fashion space and consumer products in general. It is reported that some 70% of the population have purchased from these retailers in the past 12 months. FEATURE
Bugg studies retail on a weekly basis, both from a Shopping Centre perspective and free-standing retailers. It’s clear that a growing number of retailers have not moved with the times. A good example of this was Jeans West which was around in the 80’s offering fashion relevant for the time. As time has moved on the consumer who shopped in these outlets is in their 60’s and the younger demographic has moved on to fast fashion.
Additionally, Ally Fashion was also liquidated recently and was victim to changed shopping patterns, increased operational costs and increased international competition.
Brands such as Millers and Noni B have also disappeared as they became irrelevant in a changing market.
Interestingly we have seen KMart, who operate in the mass market segment, take significant steps forward as they develop their own ANKO brand. It is reported that 85% of their current SKU count is ANKO based. It’s also reported that they are approaching 10 billion dollars of turnover from their 300 stores. Clearly, they have found a formula which is being embraced by Australian consumers.
Interestingly the LEGO brand has 22 AG LEGO Certified Stores in Australia and New Zealand. These stores are part of a larger network of official LEGO stores worldwide, but only a select few are in Australia and New Zealand. AG LEGO Certified Stores operates these stores in partnership with the LEGO Group, Alquemie Group. These stores provide a high level of experiential activities and attract significant foot traffic.
In terms of retailers who have failed to keep up with the times, there is a long list over the past 10 years including: Ed Harry, Dimmey’s, Roger David, Oroton, Dick Smith, Masters, Homart, Retail Adventures, Colorado.
The large shopping centre outlets such as Chadstone in Victoria continues to grow and is home to hundreds of global brands. It also offers a destination where shoppers can experience world class presentation including food, entertainment, fashion and there is now a hotel located in the precinct to attract consumers who plan a trip to experience the centre.
Clever operators such as Peter Alexander, Cotton On, Apple, Mecca and Sephora (Beauty/Cosmetics space) all offer a shopping experience which complements their products. Cotton On also provides the consumer with good ambience a trend forward product offer.
Gentle Monster is a South Korean luxury eyewear brand known for its avant-garde designs and unique retail experiences. They are also known for their limited-run collections and experimental approach to fashion. They have just entered the Australian market and have aggressive plans for expansion.
DJI who are a Shenzhen based drone and technology organisation have also just entered Australia with grand plans to expand. This is another example of an international brand who offers the wow factor at retail. Creativity is at the heart of everything they do.
DJI who are a Shenzhen based drone and technology organisation have also just entered Australia with grand plans to expand. This is another example of an international brand who offers the wow factor at retail. Creativity is at the heart of everything they do. Their flying and camera stabilization systems redefine camera placement and motion. Amazing photos and video, treasured personal memories, and high-end professional imagery are captured every day, in every corner of the world using DJI products.
POPMART is another interesting arrival into the Australian retail scene. Configured around the collectable/blind box segment they already have 30 stores around Australia and growing.
POP MART has built, by far, the competitive edge with its designers, retail channels and industrial chain. The company has recruited famous designers like Kenny, Pucky and Kasing Lung, and launched many fan favourites to secure many loyal customers. Meanwhile, POP MART works with renowned global brands to create pop culture products based on classic characters that appeal to the young.
From more recent observations and after speaking to several retailers, perhaps Bricks & Mortar retailing is poised for a dramatic revolution based on the learnings of failed ventures of recent years.
It is reported that 70% of Australian shoppers still see in store shopping as a priority. Omnichannel activities are also providing greater penetration for Bricks & Mortar retailers.
The emergence of experiential hubs which involves workshop (i.e. Bunnings) product demonstrations and community events go a long way to foster deeper customer engagement and brand loyalty.
Economic indicators suggest a positive outlook for retail and the anticipated interest rate cuts announced today will help to ease cost of living imposts and free up disposable income.
It is reported that inflation has eased and without any increase in unemployment. The news reported today that the RBA will meet this week and cut interest rates. They will meet again in subsequent months and potentially cut rates further to bring the cash rate back 3.3% compared to the current rate of 4.10%. This will unlock disposable income and further invigorate the Bricks & Mortar segment.
You can see as new retail precincts are evolving that there is a premium placed on offering a great experience for the consumer, where they can immerse themselves in what’s on offer and potentially spend many hours exploring retail centres.
Photography: James Bugg — @jamesabugg
AUTHENTIC PARTNERS WITH BR SOUTH PACIFIC
THROUGH A STRATEGIC LICENSING AGREEMENT, BRSP TAKES OVER THE OPERATIONS OF MORE THAN 200 OF THE BRANDS’ RETAIL STORES AND E-COMMERCE ACROSS THE REGIONS
Authentic Brands Group has announced a long-term partnership with BR South Pacific (BRSP) to transition the licenses of its iconic action and outdoor sports brands across Australia, New Zealand, and the South Pacific region. This move secures the future of more than 200 branded retail stores, wholesale and e-commerce platforms, safeguarding retail presence, supporting local jobs, and ensuring continued access to the brands for communities across these markets. The partnership paves the way for long-term growth and ongoing success for Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, VonZipper, Spyder and Volcom.
As part of this transaction, an affiliate of Liberated Brands, the brands’ former licensee in the region, has been acquired and is now part of the Caprice Australia group of companies. The newly formed division operating under Caprice is named BR South Pacific (BRSP), marking a new era of locally driven leadership and renewed focus on brand innovation.
“We are thrilled to announce the acquisition of these world-renowned brand operations and licensing partnership with Authentic,” said Paul Cannon CEO of BRSP. “With a shared vision of enhancing the experience for consumers, both online and in-store, we look forward to introducing seamless shopping experiences, curated collections and unique activations that resonate with a dedicated and growing audience.”
Cannon continues, “We are incredibly proud to bring these businesses back to an Australian-owned brand operator. We are looking forward to working with the talented Australian teams that will continue to operate the business moving forward. These brands have a profound impact on shaping surf culture worldwide, and we are committed to honouring that legacy whilst evolving to inspire and connect with next generation.”
Consumers can expect to see a renewed focus on sustainability and authenticity with plans to reinvigorate product lines and expand into new markets while staying true to the brands’ values. BRSP’s expertise in transforming licensed brands into full lifestyle experiences, combined with Authentic’s industry-
leading brand development capabilities, will infuse the portfolio with new energy and unlock fresh growth opportunities.
David Brooks, EVP of Action and Outdoor Sports, Lifestyle at Authentic said, “We’ve worked closely with Caprice Australia to put the right partnership in place. Their understanding of the market, combined with the experience of the existing management team, puts us in a strong position to grow these brands. Quiksilver and Billabong were born in Australia, and this region remains central to their identity. BRSP is the right team to help carry that legacy forward.”
“This partnership marks the beginning of an exciting new chapter for our brands in the region,” said Wesley Chu, President of Asia Pacific at Authentic. “Caprice joins Authentic’s global network as a pinnacle partner, bringing exceptional leadership in sourcing, brand management, and market execution. With Authentic’s expertise in brand-building and BRSP’s deep local insight, we are confident that this partnership will strengthen the brands’ presence and deliver enhanced consumer experiences across Australia, New Zealand, and the South Pacific region.”
LAS VEGAS NOSTALGIA
BBC STUDIOS GROWS BLUEY LICENSING PROGRAM
www.bluey.tv
BBC STUDIOS
BBC STUDIOS GROWS AWARD-WINNING BLUEY LICENSING PROGRAM WITH NEW PARTNERSHIPS ACROSS MULTIPLE CATEGORIES AROUND THE WORLD
BBC Studios is building on the momentum of Bluey hitting No.1 most-watched series on streaming in the U.S.*, three New York Times bestselling books, a feature film on the way with Disney for 2027, an exciting line-up of new launches and partnerships, and a tranche of renewals offering fans new innovative ways to engage with Bluey’s friends and family.
New licensing partnerships to launch in 2025 include The Woobles, Hometown Food Company, Jacmel, and Pez in the U.S., Addo Play in the UK and Ireland, Danone, Paladone and Horizon (U.S. adding MX) in Mexico, Dental Clean, Grandene (Melissa), Brandilli in Brazil, Cencosud Retail in Chile, Jet Brickell in Central and South America, Magic Textil in Argentina, MIC in Colombia and Ecuador, Danwares in Canada, MacEwan in New Zealand, and Sara Lee, and The Card Network/TCN in Australia.
These are on the heels of new partnerships inspired by fan-favorite episodes with Bush’s Beans for Bush’s Bluey Baked Beans and Little Tikes® outdoor toy range including the Bluey Grannies Car Coupe™ as well as global launches Bluey Ty Beanie Bouncers collectibles and the largest-ever Cotton On Kids Bluey apparel collection. In June, the highly anticipated first-ever LEGO® Bluey sets across the
LEGO 4+ and LEGO DUPLO® themes will be available globally. The 2025 “Let’s Play Chef” brand theme campaign will feature cookbooks, a new digital series, themed toys from master toy partner Moose Toys, including Bluey’s Supermarket Playset, and new partners including Handstand Kitchen with a collection of family-friendly cooking supplies and Uncanny Brands with small home appliances.
Bluey is now the #2 largest Preschool Toys property in the U.S. for Q1 2025** and #2 character property in the UK. In Mexico, Bluey was named Top Gaining Toy Property of 2024 by Circana. Industry recognition includes the 2025 TOTY Award for “License of the Year”, 2024 TAGIE Award for “Most Innovative License” with master toy partner, Moose Toys, and 2024 Licensing International Excellence Award for “Best Brand – Animated” winner and 2025 finalist.
Global toy expansion continues with new-signing Brio®, along with new product launches from TOMY (Bluey bath toys) and VTech® (Bluey Road Trip Playset). In Brazil, Candide has expanded distribution, alongside a strong local line-up including Elka. In Japan, Bluey toys will launch for the first time later this year, distributed by TAKARA TOMY, supporting BBC Studios’
partnership with TV Tokyo and Phoenixx Inc. to deliver a full consumer products program. Addo Play will release 11 exciting products across multiple categories in UK and Ireland. Multiterritory launches include: Ravensburger’s Bluey Junior Labyrinth; Carrera FIRST’s Bluey & Bingo racetrack; Asmodee’s Bluey Spot It!/Dobble; and Winning Moves’ Top Trumps and Guess Who. In EMEA, Lexibook will introduce a wide range of Bluey-branded cameras, arts and crafts, role-play items, musical instruments, and audio products.
BBC Studios has renewed wide-ranging licensing agreements for Bluey: with Jazwares (U.S., CA, MX) adding a new Bluey Squishmallows line in Fall 2025 along with Bluey HugMees line; expanded regions with toy partner Ravensburger (EMEA, UK, ANZ, adding U.S., CA, and MX); apparel partners Hanna Andersson (U.S.), Handcraft (U.S., CA), Arctic Squad (CA); drinkware and more partners Thermos (U.S., CA) and Zak! Designs (U.S., CA), arts and crafts partners Bendon (U.S., CA), Readerlink (U.S., CA) and Springs Creative (U.S., CA); seasonal partners Gemmy (U.S., CA, MX), Kurt Adler (U.S., CA) and Spirit Halloween (U.S., CA); accessories partner Sunstaches (U.S., CA), bags partner Fast Forward (U.S.), bandages and first aid kits partner ASO (U.S.) and tech partners KidDesigns (U.S., CA) and Komar (U.S.).
“New ways to play and have fun with Bluey are on the way. Going into Licensing Expo we’re sharing many highlights for Bluey, including our amazing team proudly renewing these successful partnerships and creating a number of exciting new ones with best-in-class partners,” says Suzy Raia, SVP Consumer Products, BBC Studios.
“Our reach and expansion globally illustrate the continuing momentum beyond Englishspeaking markets as we see Bluey and her family resonating throughout Europe, Asia and LatAm.”
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.
Pre-orders of the book will be available for an early bird price of $49.95 + postage and handling. Once launched the books will be available for $69.95 + postage and handling.
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:
BRAND LICENSING IN AUSTRALIA THE TRUE STORY
Tony Bugg and Bugg Media have been integral to the brand licensing business in Australia for 40 years, witnessing its evolution since the early 1980s.
It's been a long-held dream to document this journey in a book, celebrating the remarkable individuals, defining trends, iconic brands, and the people who managed them. My aim is to capture the vibrant history and highlight Australia's significant role in shaping the licensing industry as we know it today.
Licensing in Australia traces its roots back to 1947 when Disney appointed Walt Granger to establish Disney Enterprises in Sydney. The Granger family had a strong foundation in the Disney comic business at that time.
The emergence of licensing as a serious commercial opportunity began in 1974 when Fred Gaffney's trip to the US revealed the prominence of Sesame Street in retail. He subsequently negotiated a representation deal for the brand in Australia, effectively birthing the modern licensing industry here.
This led to the formation of "GIL", which later became the renowned Gaffney International Licensing. For three decades, Fred Gaffney was a dominant force in Australian licensing, earning global respect for his passion and work ethic. His portfolio included iconic brands such as Thomas the Tank Engine, Raggedy Ann, The Man from Snowy River, The Smurfs, Snake, and The Phantom.
Notably, Fred was instrumental in the global expansion of the successful ABC series Bananas in Pyjamas, a venture he championed
alongside industry stalwart Greame Grassby. Fred Gaffney tirelessly promoted and drove the licensing business in Australia, using his influence to advocate for the industry worldwide. Many of today's leading licensing professionals gained their foundational knowledge and experience working with Fred.
The 1980s also saw key figures shaping the landscape: John Moore led Warner Brothers, and John Cookson succeeded Walter Granger at Disney. Barry Jones, at Milton Bradley Australia, appointed Hugh Harris to manage the licensing of properties like Transformers, My Little Pony, and Playschool. Industry veterans John Walsh and Bob Lee were also prominent, running Copyright Licensing in Australia for many years.
Newman Licensing, under Tony Newman, was a significant partner in Gaffney International. Newman built a successful licensing business in New Zealand before establishing his own thriving operation in Australia.
Significant licensing programs in Australia have also featured iconic brands such as The Simpsons, Teenage Mutant Ninja Turtles, Teletubbies, Toy Story, and the original Jurassic Park. Historically, the Australian licensing industry has heavily emphasized Character and Entertainment brands, particularly within the pre-school sector. During the 1970s and 80s, Gaffney's representation of most high-profile properties significantly influenced market trends.
"GIL" also encompassed a Sporting division, with Fred initially representing
the NFL and IHL in Australia. Later, James Ashworth, a former IMG executive, founded Velocity Brand Management, which now commercially represents major Australian sporting codes including the NRL, Cricket Australia, Football Australia, Tennis Australia, and Rugby Australia.
The landscape has evolved dramatically since those early days, with increased competition and limited retail space making it more challenging for brands to gain significant traction.
This special project will culminate in a hardcover coffee table book (approximately 150-200 pages), a valuable addition to any collection, serving as a chronological tribute to the golden era of licensing in Australia.
Significant research has already been undertaken, and the book is slated for launch at the Australian Toy Fair in 2027. I envision a launch party at the event, bringing together contributors and notable figures from across the industry.
Pre-orders of the book will be available for an early bird price of $49.95 + postage and handling. Once launched the books will be available for $69.95 + postage and handling.
THE TRUE STORY
MERCHANTWISE
MINECRAFT GAMING PC WITH AFTERSHOCK PC www.aftershockpc.com.au/series/minecraft-x-aftershock
MINECRAFT X AFTERSHOCK
OFFICIALLY LICENSED MINECRAFT GAMING PC WITH AFTERSHOCK PC
Merchantwise is powering up Minecraft worlds with the first officially licensed Minecraft gaming PC in partnership with custom PC brand, Aftershock PC.
Providing fans with the incredible experience to craft the perfect Minecraft PC, the exclusive partnership with Aftershock PC sees the launch of seven special edition Minecraft themed PCs.
An opportunity to build your world in style, the Minecraft themed PCs level up with fully custom designs that transform each PC into a oneof-a-kind creation – from Creeperinspired cases, Mob inspired designs to pixel-perfect detailing. Each PC in the series is designed to run Minecraft flawlessly and are compact, high-performance rigs which bring worlds to life in full blocky glory.
Each of the limited seven chassis options – Springtime Creeper, Creeper, Obsidian, Grass Block, Cobblestone, Ender Dragon and Axolotl – come fully equipped to power through any Minecraft adventure with style and performance to match, including smooth performance with mods, RTX and more. Compact size for any desk (dimensions 400mm x 225mm x 431mm) each PC has been fully built, tested and is ready to play.
EACH MINECRAFT PC IS CONFIGURED WITH THE FOLLOWING:
• Zotac RTX 5060Ti Twin Edge OC – 8GB
• AMD Ryzen 5 7500F I 5.0GHz
I 6 Cores 12 Threads
• 16GB Team T-Forece
Delta RGB 6000MHz
• 1TB Gen4 Silicon Power UD90 M.2 NVME (R 5000MBs I W 3800MBs)
• Aftershock M-42 Frost
Air Cooler – Black
• MS1 B650M Gaming Wi-Fi – DDR5
• Deepcool Macube 110 Chassis – 400mm x 225mm x 431mm |
2x USB 3.0, 1x Audio, 1x Mic
Merchantwise Gaming Director Patrick Lynam said, “This is the moment Minecraft fans have been holding out for – the world’s first officially licensed Minecraft gaming PC, and it is everything they have hoped for! We’re incredibly proud to bring together the best-selling video game brand of all time with number one performance PC company, Aftershock PC to deliver fans a high-performance Minecraft themed rig that will surely exceed expectations. Built block by block for style and speed with pixel-perfect designs, these Minecraft gaming PCs are guaranteed to level-up your gameplay”.
AVAILABILITY
VIDEO INTERVIEWS
ROAMING REDDERS BY JOHN REDENBACH
TO LEARN MORE OR FOR SPONSORSHIP INQUIRIES
Email: tony@buggsolutions.com.au
ROAMING REDDERS BY JOHN REDENBACH
VIDEO INTERVIEW SERIES BY JOHN REDENBACH
Roaming Redders is a new product brought to you by Bugg Media and is hosted by John Redenbach who is a well-respected and decorated buyer from the Australian Toybiz and ATA Hall of Famer.
John recently retired and is now taking up freelance opportunities in the business and Bugg Media is fortunate to be able to engage Johns services for an all-new role speaking to Toy vendors about their ranges and new product launches.
This new segment is called “Roaming Redders” where John interviews business owners and industry executives at trade shows and attends showrooms for an in-depth chat about the business.
Roaming Redders was recently launched at the 2025 Australian Toy Hobby & Licensing Fair and it received strong endorsement and provided coverage for ATA exhibitors by highlighting the great product offerings that are offered by Australian Toy Companies.
Roaming Redders is set to become a regular part of the Bugg Media landscape and provide informative and fun interviews for the Toy and Licensing business.
SPONSORSHIP OPPORTUNITIES
Sponsorship opportunities are now available for the Mid-Year Preview 2025 and Toy Hobby & Licensing Fair 2026.
