Bluey's
coming home, and she's bringing some friends!
From the Editor
Christmas 2025
As we approach the festive season of Christmas 2025 and look toward the opportunities of a new year, this edition of The Bugg Report explores the themes of resilience, strategic reinvention, and the evolving digital landscape of the toy and licensing industries. From the transformation of manufacturers to the algorithmic nature of modern retail, the sector is moving at a rapid pace.
Cover Story: Paladone WeCool: Leading this edition is our feature on Paladone WeCool, a company that is decidedly "raising the game in APAC." With a history dating back to 1994, Paladone has expanded its footprint significantly since entering the Australian market in 2017. We explore their new partnership with the LEGO Group and a landmark licensing contract enhancement that sees the "homegrown hero," Bluey, return to the APAC region with a dedicated range in early 2026.
Strategic Reinvention and Marketing Mastery: In a compelling case study on adaptation, we look at the story of Fan Emblems. Born from LNI Nameplate Industries—a 50-year-old automotive badge manufacturer—Fan Emblems represents a blueprint for industry reinvention. By pivoting from OEM manufacturing to consumer licensing with major partners like Warner Bros., the AFL, and the NRL, they have built a multimillion-dollar brand without compromising their engineering heritage.
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 phenomenon of Pop Mart: We examine how the brand has "engineered a global obsession" by turning surprise into a product feature and mastering omnichannel excellence to captivate Generation Z. Complementing this is Nic Jones's analysis of the "New Toy Shelf," arguing that in the social shopping era, product discovery now happens in a scroll rather than a store, requiring brands to think in "scroll speed" rather than seasonal cycles.
Retail Activations and Industry Updates: The industry remains vibrant with physical activations. We cover the opening of the world’s first Cookie Monster Café at Melbourne Central and the "kawaii" takeover of Sydney with the new Hello Kitty and Friends Shop-in-Shop at Meeq, featuring an exclusive "Australiana" plush collection. Additionally, we welcome the return of the crafting phenomenon Rainbow Loom to Australian retailers via an exclusive partnership with the William Valentine Collection.
Insights from The Australian Toy Association: The ATA provides an update announcing that the 2026 Toy Hobby & Licensing Fair is officially sold out, setting the stage for a massive gathering in March. Finally, in a landscape where technology is paramount, Charles Zerafa discusses why your digital readiness is now considered financial currency by lenders.
Whether you are navigating the shift to digital discovery or looking for the next big licensing opportunity, Edition 52 serves as your guide to the trends and people shaping our industry.
The Bugg Report Team
Advertising — bookings@buggreport.com.au
Feedback — editor@buggreport.com.au
Media — media@buggreport.com.au
The Bugg Report has been compiled as a guide to retail, sports, lifestyle, toys, licensing and/or other related matters. The views and opinions provided are based upon the views and opinions of our writers. In no way is The Bugg Report a factual guide to retail, sports, lifestyle, toys, licensing and/or other related matters and does not take responsibility for how the information provided is used by its consumers.
Inside this Edition
PALADONE WECOOL — RAISING THE GAME IN APAC
HELLO KITTY AND FRIENDS TAKE OVER SYDNEY WITH NEW SHOP-IN-SHOP AT MEEQ, WESTFIELD
THE FAN EMBLEMS STORY — FROM AUTOMOTIVE TO LICENSING
END-OF-YEAR TOY INDUSTRY UPDATE — BY ALICE SANDERSON
WIDE EYES NEWS FROM THE TUBE — MEET THE NEXT GENERATION OF AUSTRALIAN KIDS' TV
ENGINEERING A GLOBAL OBSESSION — HOW POP MART MASTERED MODERN MARKETING
RAINBOW LOOM® ARRIVES ON AUSTRALIAN SHORES WITH WILLIAM VALENTINE COLLECTION
ACCORDING TO DOWNSEY — THE LICENSED CHRISTMAS: A LOOK AT SEASONAL OPPORTUNITIES
THE NEW AGE OF DIGITAL — YOUR DIGITAL READINESS IS FINANCIAL CURRENCY
LICENSING IN MEXICO — A JOURNEY OF PERSEVERANCE
THE RETURN OF A STREETS BUBBLE O’BILL COLLECTION WITH BUDGY SMUGGLER
THE OODIE ANNOUNCES HELLO KITTY COLLECTION
INTRODUCING
Paladone WeCool
Raising the game in APAC
Founded in 1994 as a small but ambitious novelty-gift company based in the UK, Paladone WeCool has become a global leader in trend-led toys, games and merchandise. With thousands of products distributed to over 60 countries globally, we’re shining a spotlight on our presence across APAC and exploring how we’re making a splash in the regional market.
Paladone first started selling into the Australian market in 2017, followed by an expansion into the New Zealand region just two years later. Since then, we’ve seen our APAC presence bloom, with a humble but dedicated local team doubling in size over the past year. Meaningful, close collaborations with valued retailers and distributors have resulted in remarkable growth and this is evident through support of partners such as Play Distribution, a forward-thinking company that sources and delivers leading entertainment and tech products to major retailers.
“We’ve been working with Paladone for nearly six years, and they have been fantastic partners throughout,” says Raja Henley, the Director of Play Distribution in New Zealand. “During this time, they have helped grow the New Zealand business into a significant share of the gaming/pop culture market, supporting our retail partners in increasing both margins and add-on sales through strong product placement and category alignment. Collaborating with Paladone often feels more like reconnecting with a trusted friend than engaging in a typical business relationship”.
Paladone has cultivated a wide portfolio of global brands that have elevated the organisation to an enviable position across the pop-culture and licensed merchandise industry. Big hitters include Marvel, Sanrio, Nintendo®, Netflix, Warner Bros, Minecraft, Fortnite and Star Wars, with a continually expanding selection that includes a recent landmark agreement with the world’s most revered toy maker, LEGO ® (more on that later). An especially exciting development is that Paladone has negotiated a licensing contract enhancement to extend the Bluey range, which has been exclusive to the UK and US up until now, to include the APAC region.
From early 2026, fans of the globally loved cartoon series can expect a selection of crowd-pleaser products such as the Icon Alarm Clock, the Bluey companion light (which features sounds directly from the show), and a soft, safe silicone SquishyGlo Light which emulates the favourite toy of Bluey’s sister Bingo. Once a foothold has been established via this core range, further innovative, fun and unique lines will be added in 2027 and beyond. We are incredibly honoured to be bringing this homegrown hero back to where she started.
And we’re not stopping there: Paladone has also recently forged a new partnership with the Lego Group, enabling us to bring to market some iconic new formats reflecting the much-loved LEGO building bricks and LEGO Minifigures.
As the excitement peaks during the development phase of the highly anticipated product line, Jim Downey, Paladone’s CEO, shares his excitement: “this partnership lets us click our award-winning design and global reach together with the LEGO Group’s incredible brand power, and we can’t wait to create fun, innovative products that fans of all ages will love”.
Such significant growth in the APAC region, supported by a faithful partnership with Toys ‘R’ Us Asia as well as a generally strong performance across key markets, this momentum has greatly benefited our comprehensive range of Disney merchandise. Already a profitable retail revenue channel across the UK and US, the license has now been rolled out in Asia, creating some exciting opportunities for brand activations. In Hong Kong, we showcased many of our best-selling items at a Stitch pop-up event, as well as a Toy Story activation that’s building strong anticipation for the fifth instalment of the movie franchise, due for release in 2027.
“Collaborating with Paladone often feels more like reconnecting with a trusted friend than engaging in a typical business relationship”
— Raja Henley, Director of Play Distribution New Zealand
“We can’t wait to create fun, innovative products that fans of all ages will love”
— Jim Downey, CEO of Paladone
New product formats are also being developed for release across APAC, which includes Soft Glo: extra-sensory soft, plush fabric lamps perfect for creating a cosy atmosphere in any child’s room. Another sub-brand generating a lot of buzz is LunaGlo - an outdoor lighting décor line that blends practical function with charming, character-driven licensed designs, making them ideal in climates where families and friends enjoy time together outside. These pop-culture themed, solar-powered LED lights can brighten up any outdoor space. These new licenses and releases mean that Paladone can continue to diversify and develop product lines in every territory, whilst keeping innovation and soul at the forefront.
Each Paladone product has been lovingly designed by our in-house team of passionate creatives; true fans and professional nerds who craft genuine products that resonate with fellow enthusiasts.
Optimum quality and robust IP guardianship is assured through a rigorous licensor approval process and an in-house compliance team that guarantees every item is produced in factories that meet gold-standard compliance and safety requirements.
The recent acquisition of WeCool toys has allowed our organisation to further penetrate the global toy, arts, crafts and activity market. WeCool Toys designs and manufactures a wide range of dynamic toys, crafts, and compounds, WeCool is spearheaded by Tyco and Mattel alumni Jeff Osnato who
began the business over 25 years ago after he recognised a lack of innovation in the compounds category and so began concocting his own slimes in his attic.
Since then, the Compound Kings sub-brand has become a best seller in major US retailers such as Walmart, Kmart, and Amazon. After launching in Kmart Australia earlier this year, the range has seen strong sell-through with positive customer feedback. This success adds another thriving category to the Paladone umbrella, and we’re excited for the launch of Chi-Goo in 2026: a more luxurious range designed to meet the growing demand for elegant, premium slime.
The acquisition of WeCool also provides an opportunity for Paladone to leverage its broad portfolio of licenses into the compound, craft and activity space - so keep an eye out for the magic of the Wizarding World™ across the Just Dough, Sticker Maker and slime ranges. With the introduction of new and innovative products and the expansion of our licensor partnerships to cover brands that are well-loved across the APAC region, we're excited about what the future holds for Paladone WeCool. Our innovations are designed to surprise and delight, reinforcing our position as a leader in trend-driven gifting and novelty items.
Hello Kitty and Friends Take Over Sydney
With New Shop-in-Shop at Meeq, Westfield
This December, Hello Kitty fans have a brand-new reason to visit Meeq at the Westfield shopping centre, one of Sydney’s premier shopping and tourism destinations. In collaboration with global brand owner Sanrio, innovative retailer Meeq, and premium manufacturer Jasnor (Australia), a new Hello Kitty and Friends Shop-in-Shop in Australia officially opened its doors inside the Mini Meeq store on 4th December 2025!
Designed by Jasnor exclusively for Meeq, this immersive shop-in-shop brings the world of Hello Kitty and Friends to life with a stunning floor-toceiling fit-out. From kawaii wall graphics to themed installations, every detail has been created for the ultimate Hello Kitty fan experience.
Adding to the excitement, the store also launched an exclusive Hello Kitty Australiana plush collection, available only at Meeq stores. This special range reimagines Hello Kitty in adorable Koala and Kangaroo outfits, crafted in premium, butter-soft plush fabric that perfectly complements Meeq’s high quality aesthetic. The collection includes multiple sizes – from an 11cm keyring plush, to 25cm and 50cm plush toys, right up to an impressive 120cm giant plush – making it a must-have for all Hello Kitty collectors and fans.
“Creating the Hello Kitty and Friends Shop-in-Shop has been such a rewarding experience,” says Kyra Pashley, Brand Manager at Jasnor. “I have adored Hello Kitty ever since I was little and now, I’ve had the privilege to work on a Hello Kitty Shop in Shop for all ages to enjoy!”
James Thurlow, CEO of Jasnor, added:
“This project represents the very best of collaboration – with Sanrio, Meeq, and our Jasnor team all working hand-inhand to deliver something truly unique. We’re proud to be part of bringing Hello Kitty and Friends to the fans and creating a destination worth visiting.”
The opening of the Hello Kitty and Friends Shopin-Shop in Sydney is only the beginning. Jasnor has confirmed plans to expand the concept to Melbourne in 2026, continuing its mission to bring the fun of global brands to Australia in exciting new ways.
The new Hello Kitty and Friends Shop-in-Shop at Westfield is set to be a highlight for fans, shoppers, and tourists – a place where nostalgia, design, and innovation come together. Shoppers can also enjoy exclusive Hello Kitty and Friends gift bags and tissue paper gift wrap this Christmas!
The Fan Emblems Story
How a 50-Year Automotive Badge Manufacturer Reinvented Itself and Built a Multimillion-Dollar Licensing Business
For more than half a century, Luna Nameplate Industries (LNI) has been one of Australia’s quiet manufacturing achievers — producing OEM-grade badges, nameplates and industrial components for global automotive brands. When Holden, Ford and Toyota still produced vehicles locally, LNI was there, supplying precision-engineered emblems built to withstand the harshest conditions.
But as Australia’s automotive manufacturing sector contracted, LNI faced a pivotal moment: reinvent or decline. What emerged from that challenge is now one of the most interesting case studies in Australian licensing — the creation of Fan Emblems, a consumer-facing division that has become a standout commercial success story, turning over well above AUD $1 million in 2025/26, with stronger growth ahead.
The Pivot Moment: From OEM Badges to Fandom Products
By the early 2010s, LNI recognised that relying on automotive OEM contracts was no longer a sustainable long-term path. Yet the company possessed something incredibly valuable: world-class badge-making capability, advanced tooling, and decades of manufacturing know-how. The question became simple: What else could these manufacturing strengths be applied to? In 2013, LNI approached Bugg Marketing Solutions seeking market guidance on how to adapt.
That conversation unlocked the idea of moving into consumer licensing, using LNI’s automotive-grade badge technology to create premium emblems for fans of major global brands. The logic was compelling: if people proudly stick badges of their car’s make on their vehicle… why wouldn’t they proudly display the brands, teams and characters they love?
The Birth of Fan Emblems
With Bugg’s guidance, LNI shaped a new division with its own brand, tone, and pathway: Fan Emblems. The first major licensing partner was secured — Warner Bros., unlocking the DC Universe (Batman, Superman, Wonder Woman) and establishing credibility from day one. This was not simply a new product line; it was a strategic transformation:
• A shift from B2B to B2C
• A move from manufacturing to brand-building
• A new global distribution strategy
• A direct relationship with fans, collectors and retailers
LNI built a standalone online storefront, developed retail packaging, established a presence at fan conventions, and began building a catalogue of high-impact 3D chrome and domed decals — all manufactured in Australia.
From Superheroes to Sporting Codes
Momentum grew quickly. Fan Emblems expanded into:
• AFL – full club ranges, premiership badges, and vehicle accessories
• NRL – club badges and 3D automotive emblems
• Shelby American – a natural extension into automotive heritage licensing
• Transformers – tapping into global nostalgia and the toy/collectibles audience
• Broader Warner Bros. and pop-culture franchises including Harry Potter, Scooby-Doo and Looney Tunes
Each step layered new licensing relationships, new collectors, and new retail partners — including global marketplaces such as Amazon.
A Unique Value Proposition in the Licensing Market
Fan Emblems is unlike any other business in the Australian licensing ecosystem because:
• It is vertically integrated — design, manufacturing, and distribution all occur under one roof in Melbourne.
• It offers automotive-grade quality — outdoorrated, paint-safe, UV-stable, 5-year guarantee.
• It supplies a collectible product that appeals equally to fans, clubs, sporting bodies, auto enthusiasts and pop-culture retailers.
• It delivers rapid development cycles, made possible by owning its production capability.
In a market increasingly concerned with quality, sustainability and supply-chain certainty, this is a powerful differentiator.
2025/2026: A Million-Dollar Brand and Growing
As Fan Emblems enters the 2025/26 financial year, the division is forecast to generate well above AUD $1 million in annual revenue — a figure built on:
• Strong AFL and NRL performance
• Growing international sales via Amazon and direct channels
• Wider adoption within sporting clubs and merchandise programs
• New licensing categories currently under evaluation
LNI has effectively proven that a long-standing industrial manufacturer can evolve into a consumer licensing powerhouse without compromising its heritage of quality or engineering excellence.
A Blueprint for Industry Reinvention
For other Australian manufacturers navigating change, Fan Emblems represents a textbook case of strategic diversification:
1. Identify core manufacturing strengths.
2. Partner with licensing experts.
3. Build a new consumer brand.
4. Leverage existing industrial capability to create a premium retail product.
5. Scale through licensing, e-commerce and global fan communities.
Few stories capture the spirit of Australian ingenuity quite like this — a company that refused to shrink with its industry, and instead expanded into a global opportunity.
The Road Ahead
Fan Emblems now sits at the intersection of:
• Licensing
• Automotive culture
• Pop-culture fandom
• Local, high-quality manufacturing
With new licenses, export opportunities and expanded sports programs on the horizon, the next chapter is poised to be even bigger.
For LNI, the creation of Fan Emblems is more than a business pivot — it’s a case study in how legacy manufacturers can evolve, diversify, and thrive in a changing economic landscape.
End-of-Year Toy Industry Update
By Alice Sanderson — Executive Manager at The Australian Toy Association
Last month, the ATA held its Annual General Meeting, where ATA President Jacqui Webster reported a positive financial result for the year ending 30 June 2025.
We also announced the results of our recent Director elections, and I’m pleased to welcome back for another term: Jacqui Webster (Spin Master Australia), Anni Atkinson (Warner Bros. Discovery), and Troy Taylor (LEGO Australia/New Zealand).
Our outstanding Board for the year ahead is:
• Jacqui Webster (President)
– Spin Master Australia
• James Thurlow (Vice President)
– Jasnor (Australia) Pty Ltd
• Ajit Jacob (Executive Director) – VTech Electronics (Australia) Pty Limited
• Troy Taylor (Executive Director)
– LEGO Australia Pty Ltd
• Chris Maggacis – Mr Toys Toyworld
• Anni Atkinson – Warner Bros. Discovery
• Rosanna Cilmi – Just Play Aus
• Alan Ngov – Headstart International
• Tim Nolan – Mattel
As Christmas approaches, Toy Fair is also quickly coming into view. The weeks following the festive season always move fast, so if you haven’t begun planning, we encourage you to start soon.
With the Fair now officially sold out, sponsorship is the key opportunity to position your brand front and centre. Several options, including the main Entrance, are still available.
Feedback from previous sponsors has consistently been positive, and the Fair remains the best chance to connect with the entire industry in one place.
The Licensing Awards are now open, with updated categories designed to better reflect today’s market. Alongside Overall License and Boutique License of the Year, we’ve introduced three new categories:
• Infant/Pre-School License of the Year (0–4)
• Children’s License of the Year (5–12)
• Kidult License of the Year (13+)
For the full list of categories, entry criteria, and submission details, please visit the Awards section of the ATA website.
Before signing off, on behalf of the entire ATA team, I want to thank the industry for your ongoing support and for being such a fantastic community to work with and within.
Wishing you all a very Merry Christmas, a happy Hanukkah, and every success in 2026. Let’s make it an incredible year together!
The 2026 Toy Hobby & Licensing Fair is Officially Sold Out!
NRL HAS HUGE APPEAL, AND IT’S GROWING
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 fans also apply them to electronic devices, toolboxes, letterboxes, fridges, coolers, doors, windows, metal, furniture, memorials, home décor projects, man caves, etc.
19.7 MILLION REGISTERED VEHICLES IN AUSTRALIA*
That’s a huge number of sports fans who drive, with a growing number of them NRL fans. (*2025, Australian Bureau of Statistics)
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.
Wide Eyes News From The Tube
Meet the Next Generation of Australian Kids' TV
ABC Kids TV is the primary source of new Australian TV shows for preschoolers, so the annual ABC Showcase highlighting the ABC TV’s up and coming shows is an important event as it could very well be the first public viewing of the next Bluey or Bananas in Pyjamas.
This year’s ABC Children’s & Family section of the 2026 ABC Showcase was hosted by Emma “Emma Memma” Watkins and Michelle Lim Davidson, one of the Play School presenters, which will be celebrating its 60th birthday next year.
Not every year contains a break out smash hit program for children but here is the selection of new children’s programs being launched on ABC Kids in 2026 hoping that they might be the next big thing on and off the wide screen.
• Flower & Flour – (39 x 7 mins) animated show starring a seven year Asian girl called Flower who lives above her parents’ dumpling shop with her best friend Flour, an actual bag of flour that acts like a cat.
• It’s Andrew – (40 eps x 7 mins) animated show that follows a community full of unicorns, gnomes & fairies and a young rhinoceros called Andrew.
• Knee High Spies (20 eps x 11 mins) – live action show with a mixture of suited characters and puppets that follows teddy bear Jeremy Button and his ragtag team of toys, as they go about saving their human family from the mischievous schemes of the archenemy pet guinea pig, Silver Paw.
• Emma’s Dance Club - a new live action series featuring Emma Watkins that is set in rural NSW, where Emma teams up with pint sized members of a dance club to solve their daily challenges.
• Dance with Tom - comprises 5 x five minute episodes and is a blend of live action with animation that tells vibrant stories for children inviting them into the world of First Nations culture, storytelling and language.
Returning shows with new series are Ginger & the Vegesaurs, Play School Turns 60, Fizzy & Suds, Gardening Australia Junior, Hard Quiz Kids and Do Not Watch This Show.
Flower & Flour, It’s Andrew and Knee High Spies all have off-screen merchandising potential, while Emma’s Dance Club will give the already successful Emma Watkins continuing on-screen awareness to a preschool audience.
NEW CHILDREN’S TV SHOWS FOR 2026:
ABC SHOWCASE 2026
Engineering a Global Obsession
How Pop Mart Mastered Modern Marketing
The Pop Mart flagship store at K11 Art Mall in Hong Kong opened on December 2021. My office is in Tsim Sha Tsui East, and on my way to work, I’ve often seen long queues—sometimes stretching for more than 2 hours—waiting for the store to open at 10 a.m. Let’s review how Pop Mart turned blind boxes into a global obsession, not just selling toys, but engineering a culture.
MARKET SEGMENTATION AND TARGETING EXCELLENCE
Pop Mart primarily target Generation Z consumers aged 15-30, with 70% being female. This demographic represents a group with significant spending power, strong digital nativity and a propensity for experiential consumption over traditional material purchases, the thrill of discovery, self-expression and belonging matters just as much as what’s inside the box. By turning “surprise” into a product feature and “collecting” into a social identity,
Pop Mart made buying feel like an experience rather than a transaction.
These consumers exhibit strong individualistic tendencies and find joy in the surprise elements associated with mystery box unboxing experiences. They do have high engagement with social media platforms, particularly TikTok, Instagram, and Xiaohongshu (Little Red Book), where they actively share unboxing experiences and participate in community discussions.
Also, this demographic has strong brand loyalty—once they identify with a brand, they promote it through word-of-mouth and social sharing, creating organic marketing amplification that significantly reduces customer acquisition costs.
Pop Mart primarily target Generation Z consumers aged 15-30, with 70% being female
POSITIONING
STRATEGY: CULTURAL CURATOR AND EXPERIENCE
PROVIDER
Positioning-wise, Pop Mart calls itself a cultural entertainment company, not just a toymaker—and it behaves like one. The brand curates artist collaborations and premiumfeel designs, then prices for accessibility (from entry-level RMB 59 to higher-value editions RMB 2,900) to welcome casual fans and serious collectors alike. It’s art you can hold, at a price you can justify, wrapped in storytelling that feels timely and global.
MULTI-IP PORTFOLIO MANAGEMENT
Pop Mart manages a deep portfolio of original, exclusive, and licensed properties, scouting talent and co-developing worlds with designers worldwide. That keeps the shelf fresh while hedging risk across many characters and themes. Headliners like Labubu, MOLLY, and SKULLPANDA aren’t one-off hits—they’re franchises with evolving looks, storylines, and formats. Even Labubu’s shifts in color and tone over time reflect a feedback loop with fans, proving Pop Mart builds with the community, not just for it.
DROP CULTURE AND SCARCITY MARKETING
Pop Mart has mastered scarcity and momentum: time-boxed releases, chase “secrets,” countdowns, early access perks, and themed waves that sell out in minutes. Each launch feels like an event—lineups in-store, rushes online, and social buzz that fuels the next release. The secondary market, rather than being a problem, acts as proof of cultural heat and desirability. FOMO isn’t an accident here; it’s a designed loop that makes collecting habitual and social.
DIGITAL-FIRST MARKETING: COMMUNITY BUILDING AND SOCIAL AMPLIFICATION
The brand actively spotlights usergenerated content, reposting fans regularly, commenting and engaging actively and rewarding content creators with exclusives. Packaging and prompts are made for cameras with TikTok in mind. User-generated content is the Growth Engine encompassing awareness, trust, FOMO, and retention.
Pop Mart's influencer marketing operates across multiple tiers, from mega-influencers with over 1 million followers to micro-influencers and everyday fans. The strategy encompasses product placements, endorsements, and collaborative product development. Notable celebrity endorsements include Lisa from BLACKPINK, Rihanna, Kim Kardashian and Cate Blanchett, creating aspirational appeal across different demographic segments.
The collaboration approach extends beyond simple endorsements to include co-branded product lines with artists, creating unique products that leverage celebrity appeal while maintaining brand authenticity.
This influencer strategy delivers high follower-brand fit and enable precise demographic targeting that traditional advertising cannot match.
OMNICHANNEL DISTRIBUTION: SEAMLESS INTEGRATION ACROSS TOUCHPOINTS
Pop Mart’s stores feel like mini galleries— bright, discoverable, and Instagrammable. Pop-ups add theatricality and urgency. Meanwhile, Robo Shop vending machines put the brand everywhere: malls, transit hubs, airports. They’re low-overhead, highimpact, and perfectly tuned to impulse.
Digital platform strategy encompasses official websites, major e-commerce platforms (Tmall, JD.com, Amazon, Shopee), and proprietary mobile applications.
The WeChat Mini Program includes a "shaking box" feature that recreates instore blind box unboxing virtually, enabling users to interact dozens of times daily while chasing revelation excitement.
Each touchpoint pushes to the next— events to signups, exclusives to stores, drops across channels—so fans stay in a constant loop with the brand.
CONCLUSION
Pop Mart's marketing success represents a masterclass in modern brand building that transcends traditional toy industry boundaries . As they continue expanding globally, its marketing blueprint offers valuable lessons for brands seeking to build lasting relationships with digitally native consumers, in an attention-fragmented economy, brands that combine surprise, community, authenticity, and cultural relevance can achieve remarkable growth while building genuine customer loyalty.
Over time I have seen many trends and brands create a craze and fade away, but to me Pop Mart have not only revolutionized the collectible toy industry but established new paradigms for how brands can create meaning, drive engagement, and sustain growth in the digital age.
Francisco can be reached on LinkedIn or at francisco@toyspulse.com
Rainbow Loom® Arrives in Australia
Via Exclusive Partnership with William Valentine Collection
Choon’s Design LLC, creator of the global crafting phenomenon Rainbow Loom®, is pleased to announce a new exclusive distribution partnership with William Valentine Collection, bringing the brand’s official product line back to Australian retailers.
Under the agreement, William Valentine Collection—one of Australia’s leading distributors of trend-driven toys and giftware— will exclusively supply The Original Rainbow Loom® kits, along with the brand’s newest tools and highquality rubber bands across Australia.
“We’re excited to partner with William Valentine Collection to reintroduce the authentic Rainbow Loom experience to Australian consumers,” said Ryan Rzeznik, Vice President of Sales at Choon’s Design LLC. “Their strong retail relationships and deep understanding of the Australian market make them the ideal partner to ensure fans of all ages can access our full range of safe, creative, and innovative products.”
Rainbow Loom® became a worldwide sensation shortly after launch, inspiring millions of children and adults to craft bracelets, charms, and wearable art using its iconic pegboard loom and colourful elastic bands. This new partnership ensures that both the latest innovations and beloved classics will once again be widely available across Australia.
Ben Halls, Managing Director of William Valentine Collection, added:
“Rainbow Loom® is a category leader in the craft and toy aisles, dominating rubber band crafting and jewellery-making with its innovation, brand strength, and passionate global community. We’re proud to welcome Rainbow Loom® into our portfolio. Retailers and customers can expect genuine, high-quality product with the reliability and support they expect from the brand.”
William Valentine Collection will showcase the complete Rainbow Loom® range at the Australian Toy Fair in March 2026 and is now accepting pre-orders ahead of the official Australian launch in April 2026. Retailers are encouraged to connect early to secure stock for the new season.
Key Highlights of the Partnership:
• Official and Genuine Products: William Valentine Collection will distribute the only patented and safety-tested Rainbow Loom® products, ensuring consumers receive the high-quality, nontoxic materials they expect.
• Full Product Line: Distribution will include over 15 items and feature new innovative & patented products including the Auto-Loom ™ technology.
• 2026 Availability: Product distribution to Australian retail partners will commence from April 2026.
FEATURING TWO SPECIAL GUEST
Nicole Szujda
Vice President Dimian and Toyriffic-news editor
General Manager — Value Chain at David Jones
MONDAY MARCH 2, 2026 Clarendon Rooms A & B Melbourne Convention and Exhibition Centre
ARRIVE - 07:30AM | START - 08:00AM | FINISH - 08:55AM
According to Downsey
The Licensed Christmas: A Look at Seasonal Opportunities
Christmas comes but once a year. Whilst this is of course true I am sure that many in licensing and retail professionals are very happy that it is "that time of the year" again. Christmas should provide a welcome boost to the retail market and it opens up a number of unique opportunities for licensing which are worth reflecting on.
Live Events and Attractions Drive Momentum
It is widely acknowledged that live events, attractions and entertainment are a growing part of the licensing mix. The Christmas season creates even more momentum for this fast growing licensing category. There are an abundance of examples of how Intellectual Property is playing its part in the Christmas entertainment market. These range from well established seasonal theatre shows like The Snowman at London's Peacock Theatre through to immersive experiences like The Traitors. Brands as diverse as Stranger Things and Elmer
have theatre shows. Live licensing is definitely an area of licensing on the march at Christmas and beyond. This category extends beyond theatre shows into art trails, exhibitions, bus tours and dining experiences.
The Rise of Licensed Advent Calendars
Another product category that works well for licensing at Christmas is Advent Calendars. This is a product that has transformed from the traditional paper and chocolate based calendars into a category that high profile brands play in to great effect.
This includes brands from areas like perfume through to toys. In the toy category Squishmallows and Hot Wheels have Advent calendars for example. These gift orientated products are seemingly created by the brands themselves and one attraction for these brands is the additional distribution they drive and how they open up gifting opportunities.
They also play well in the emerging Kidult marketplace. Licensing features in the category in a variety of ways. A good example is leading personal care and toiletries company Baylis & Harding who have created an Advent calendars with lifestyle brand Cath Kidston. This is being sold in retailers like Waitrose and features in dedicated space at the front of store reinforcing the point that products like Advent Calendars create additional sales opportunities for brand owners and licensees.
The Ever-Present Focus on Licensed Toys
Not unexpectedly there is also a lot of focus on the toy category at Christmas. Licensing and toys go together like Christmas and parties. Licensed toys feature heavily in retailers’ Christmas ranges and toycos target the Christmas season to release new products particularly higher ticket price items and special editions. The link between licensing and toys is highlighted by how many licensed toys feature in the Christmas lists released by retailers. Many retailers release their Top Ten Toys for Christmas liststhese lists attract a lot of interest and generate noteworthy consumer PR.
The link between licensing and toys is highlighted by how many licensed toys feature in the Christmas lists released by retailers.
Indeed the UK Toy Retailers trade association recognise the additional focus Christmas delivers for toys and issue their own list - the Dream Toys list. This annual event is a rallying point for the UK toy trade and generates a lot of interest. It is a great example of an effective piece of proactive marketing by an industry trade body. Licensed toys generally make up a significant part of the list. This year licensed toys that were Dream Toys included Hot Wheels Formula One Grand Prix circuit, Jurassic World Primal Hatch by Spin Master and Wicked dolls by Mattel.
Food and Publishing Dial Up Licensed Offers
Other major product categories like food and publishing dial up their licensing lead offers at Christmas as well. For example food retailer Iceland has a range of
Bailey's flavoured frozen desserts on sale at the moment targetting the Christmas party market whilst publishers use Christmas as an opportunity to release new titles with gifting in mind. There are also some very specific publishing products that feature at Christmas most notably Annuals - special edition books that are a kind of "best of" a specific brand. It is largely a category that is a licensing lead category.
Licensed Content in Christmas TV Commercials
There is also a growing tradition in the UK of prominent brands and retailers developing bespoke TV commercials at Christmas. Retailer John Lewis were probably the pioneers of this and now there is a sense of anticipation around “Christmas adverts”. Licensing and licensed brands are playing their
part in this trend – indeed the trend is fast becoming a tradition. This year there are a couple of good examples of commercials that feature licensed content. Grocer Sainsbury’s is working with the Roald Dahl Company on their advert which features The BFG They have worked together before which suggests it has been an effective creative approach for the retailer.
Specialist outdoor apparel brand Barbour is working with Aardman’s Wallace & Gromit this year. Aardman have created a commercial for Barbour that has been released online. The characters are also being used in store and in other ways such as a photo opportunity in London’s Covent Garden. Aardman and Barbour have worked together before – previously with a campaign focussed on Shaun the Sheep. Again it is reasonable to conclude this is a winning creative formula.
I am sure the UK Licensing community have all wished for a commercially successful Christmas. It certainly won't be through a lack of effort on the industry's part - there has been a significant amount of time, effort and focus put into making 2025 a Licensed Christmas.
The New Age of Digital
Your Digital Readiness is Financial Currency
It was only a matter of time: technology is now one of the most important—yet overlooked— factors influencing access to business funding.
It’s not just that lenders are using more digital tools themselves. They are also looking at how your business uses technology, and what that says about how well it’s run.
Outdated systems may already be affecting your funding profile. Disorganised data, incomplete records, and paper-based processes can raise red flags, even if your financials appear sound.
This presents a dilemma for many owners: you need funding to upgrade your systems, but increasingly, you need good systems to secure funding. So where do you start?
Why Technology Matters to Funders
In the past, securing finance was mostly about revenue, security, and serviceability. But as businesses and the economy have become more digitised, lenders are shifting how they evaluate risk.
They’re asking whether the business has clean, reliable data. Whether it is agile enough to
respond to change. Whether its processes are modern and scalable
The answers are supplied by a business’s technology. Cloud-based financials, integrated inventory systems, and digital reporting don’t just improve operations. They reflect operational capability, transparency, and readiness—and increasingly make the difference between an approved application and a stalled one.
What if You’re Not There Yet?
You may be in the middle of a shift: your systems need updating; your team is too reliant on manual processes. But upgrading takes time, money, and effort, and those aren’t always easy to spare, especially when you are already under pressure.
This is the frustrating reality for many businesses. Without modern systems, it is harder to get funded. But without funding, it is difficult to afford the upgrades.
Finance Provides Its Own Solution
The good news is that lenders are increasingly supportive of funding technology investments. Whether through working capital, asset
finance, or structured loan facilities, there are ways to support your transition. Governmentbacked programs are also available to assist with digital modernisation.
The shift in thinking is technology is not a cost to be absorbed. It is a strategic investment in systems that will improve business performance and risk management—which in turn strengthen your case with funders.
For business owners this means you can prepare your current systems to tell a positive story about how your business operates. This is not about adopting technology for the sake of it. It is about making sure your business is positioned for growth and that the systems behind it reflect that potential.
If you are planning to apply for funding in the next twelve to eighteen months, you could start by taking stock of areas where technology could improve efficiency, reporting, or visibility. How can you close the gap now rather than waiting until it becomes an obstacle?
Even modest investments in digital tools can make a measurable difference to how funders view your readiness and your risk profile.
Final Thought
Of course, it’s not just about funding. Investing in technology is a competitive necessity for keeping staff and customers and a sustainable operation. To get there, you need to see financing as part of the solution to securing the capital you need to grow.
Technology is no longer separate from your financial picture. Funders increasingly see technology-enabled businesses as more resilient and more likely to succeed and will back that with the capital you need to futureproof your business
Charles Zerafa Senior Finance Broker Integrity Finance charlesz@ifafinance.com.au
by Nataliya Vaitkevich on Pexels
Photo
by By Charles Zerafa & Isabel Wu
The New Toy Shelf
It’s Not in a Shop… It’s in a Scroll
shelf. A tiny IP can outperform a heritage name. A niche product can become a global hit overnight.
The modern toy shelf isn’t owned by retailers. It’s influenced by creativity, authenticity and speed
Three Ways Toy Brands Can Win on the “New Shelf”
���� 1. Think in scroll speed, not season cycles Forget the glossy 60-second ad. Think ten punchy 5second moments. Test fast. Learn fast. Repeat.
���� 2. Treat creators like creative partners, not media placements Give them freedom to show your product their way. They know what triggers reactions, comments and shares. Co-creation beats control.
✨ 3. Build for discovery, not just retail readiness Products with a “wow moment,” sensory appeal, transformation, surprise or humour perform best in social feeds. Design with shareability in mind.
The Shelf Still Matters, But the Scroll Decides Who Gets There
���� Kids now discover toys in a scroll, not a store.
Here I explore how the “new toy shelf” works, why creators act as today’s product demonstrators, and how brands can win visibility in a social-first world. The opportunity is real, but only if brands adapt.
For most of the toy industry’s history, the battlefield was the same: the shelf. End-caps, window displays, gondola ends, in-aisle demo stations, this was where brands won visibility, influence and sales. Physical presence meant power.
But today? The most important “shelf” in the toy world isn’t made of MDF. It’s made of pixels. And whether you love it, fear it, or still hope it’s a fad, the truth is simple:
over $250 million in retail sales via licensing extensions.
The modern toy aisle doesn’t start at eye level. It starts with whatever the algorithm thinks you’ll love next.
The For You Page is the New Front Window Display.
The store window is the theatre of shopping. Today, the “front window” is your thumbnail, the first two seconds of video, and the opening line of your creator’s script. If the algorithm likes you, you’re centre stage. If it doesn’t, you’re invisible, even with a marketing plan.
Retail isn’t disappearing. But influence has shifted upstream. By the time a parent reaches a store, their child has already seen it through creator demos, live reactions, unboxings, edits, recommendation lists or reviews, etc. The decision has already started forming. And that’s the point.
���� If you win in the scroll, you win everywhere.
About the Author
���� Kids now discover toys in a scroll, not a store.
From Shelf Space to Screen Space
A decade ago, a toy brand’s destiny was determined by how much retail space it could secure and how many GRP's it could afford. Today it’s shaped by something far less predictable:
Creators Are the New Store Staff.
Toy demonstrators of the past now have a new equivalent, the creators, with the exception that they:
Nic runs SituAction, a consultancy helping brands adapt to the fast-moving world of social commerce. With experience across toys, licensing and digital strategy, Nic supports companies that want to build influence, grow sales and stay relevant in a world where scroll behaviour shapes demand long before the store visit.
Work With Us
⚡ Algorithmic visibility.
And it’s already transforming behaviour.
TikTok Shop: In 2023, TikTok Shop’s global GMV hit around $20 billion, with toys among the fastestgrowing categories. Creators routinely sell out thousands of units during single live sessions.
Amazon Influencer Storefronts: Top toy creators are now driving six- and seven-figure Q4 earnings through recommended storefronts. Parents trust creators more than catalogues.
YouTube Kids: Toy reviews remain one of the strongest kids’ categories. EG. Ryan’s World, which began with simple unboxing videos, has generated
���� reach millions
���� speak the language of kids
SituAction works in a global partnership with Bugg Solutions. Together we have over 100 years of experience bringing brands to market. We are at the forefront of the changes and opportunities developing across social commerce and agentic AI.
���� can sell out a SKU by accident
���� generate immediate product feedback
���� invent new ways to play on the spot
One authentic creator video can outperform the best in-store display you ever had. Brands who respect that win. Brands who try to control it fade into the scroll!
Why This Is an Opportunity — Not a Threat
The scroll actually helps level the playing field. A new brand can explode without ever landing on a
If your brand wants to understand how social shopping really works to turn creators, livestreams and algorithm-driven discovery into measurable growth, let’s talk.
nic@situaction.co.uk tony@buggsolutions.com.au
SituAction & Bugg Solutions: Social. Shopping. AI. Ready.
Ar e You Ready
For Social Shopping & AI?
Social Shopping + AI are reshaping how families discover and buy. But winning isn’t just about transactions — it’s about appearing consistently credible and desirable wherever the shopper encounters you.
T he 6 Point Plan
1 Discovery Becomes Dialogue - Make First Impression Count
Audit your customer journey from content to checkout does your brand show up consistently at each step?
2. Shoppable Content + Rich Product Data - Turn Content Into Checkout
Create on-brand, AI-readable product stories that convert instantly across platforms.
3. Operational Readiness – Fulfilment & Brand Experience; Deliver the Brand Promise
From pick-pack-ship to returns, make every touchpoint part of your brand story.
4 Community & Creator Partnerships with Brand Guardianship - Activate Authentic Partners
Put contracts, affiliate tracking and co-branding guidelines in place so you can scale partnerships without diluting your positioning.
5. Conversational Engagement & Branded Service - Bring Your Brand Voice to Chat
Deploy AI assistants and live reps that sound like you — friendly, helpful and consistent.
6. AI-Driven Analytics Across Marketing + Ops + Brand Health - See the Full Picture in Real Time
Track sales, sentiment and brand perception in one dashboard to adapt fast.
Looking For Guidance?
SituAction and Bugg Solutions help brands navigate this new commercial reality — combining strategy, operations and brand consistency from first click to fulfilment.
World First Cookie Monster Café
The world’s first Cookie Monster Café – Melbourne has officially opened at Melbourne Central
The world’s first Cookie Monster Café – Melbourne has officially opened at Melbourne Central, bringing Cookie Monster’s love of cookies, kindness, and fun to the heart of the city. The café is open for a limited time only, marking a playful and exciting chapter for visitors and fans. The opening also celebrates the 56th anniversary of Sesame Street, a milestone that has brought joy to generations around the world.
Located on the Lower Ground Level near Coles, the bright and colourful grab-andgo café brings everyone’s favourite blue monster to life with cheerful character details, splashes of Cookie Monster blue, and a menu filled with treats inspired by the beloved Sesame Street friends.
The menu features Cookie Monster’s favourite creations, including the Cookie Monster Double Choc Cookie, the Cookie Monster OM NOM Donut, Oscar’s Trashy Pistachio
Swirl Donut, and Ernie’s Crème Brûlée Donut. Signature drinks include the Cookie Monster Milkshake made with blue spirulina and banana, the Milk n' Cookies shake, and the delicious Blue Lychee Refresher.
Even Cookie Monster knows that cookies are a sometimes food. Alongside the sweet treats, guests can also enjoy vegan and gluten-free choices, smaller portions, and snack packs made for sharing or on-the-go enjoyment.
Exclusive merchandise celebrating Cookie Monster’s love of cookies, friendship, and fun is also available, making the café a joyful stop for families, food lovers, visitors, and lifelong Sesame Street fans.
“We are so glad that we are able to share Cookie Monster’s love of cookies with fans of Sesame Street,” said Risa Greenbaum, Vice President of Global Licensing, Sesame Workshop.
Cookie Monster made a special appearance on Saturday 15 November for a meet and greet that drew excited fans of all ages. Visitors enjoyed cookies, photos, and plenty of signature ‘Om nom nom nom’ moments, creating a fun-filled, foodie atmosphere all afternoon.
The café concept was art directed and designed by Melbourne-based creative and lifelong Sesame Street fan Eddie Zammit, who, together with Haven Global, has been behind several Sesame Street projects in Australia including the Bromley x Sesame Street ‘In your Neighbourhood’ collaboration and the 50th anniversary exhibition of Sesame Street, held in Melbourne.
Zammit said the design challenge was to capture both the appetite and nostalgia that Cookie Monster inspires.
“There’s no doubt that the character speaks to both the young, and young at heart audience, who have a passion for nostalgia. Cookie Monster appeals to those who have an appetite – not just for cookies – but for shared memories and the happiness that Sesame Street has always delivered.”
“The design of the Cookie Monster café also needed to create a visual impact, and mixing toys with food in the glass display cabinets creates fun and curiosity.”
Cookie Monster Café –Melbourne is open daily from 9 am to 6 pm for a limited time only
"Toy Stories 3," endorsed by the Australian Toy Association, will chronicle the four-decade journey of the local Toy industry, starting from Milton Bradley's 1980s entry. This chronological, hardcover account follows two previous editions and will highlight key moments throughout the history of the Australian Toy Industry.
THE SPECIAL HARDCOVER BOOK IS SCHEDULED TO LAUNCH IN 2026
To learn more about the book visit: www.buggsolutions.com.au/books
This unique coffee table book will be released as a celebration of 45 Years of Aussie Toys!
Licensing in Mexico A Journey of Perseverance
It was 2011 when I walked into a department store in Mexico City and grabbed a Star Wars T-shirt. I looked at the label and noticed a line that read: “Product licensed by...” It went on to list the details about the company that manufactured that product.
I had never heard of licensing before. Since I was an artist living at a $5/night hostel in downtown Mexico City at the time, it really caught my attention. I did some research and realized that, for me, this was the best way to grow my brand without needing significant capital. For the next four years, I went on to work with many of the top brands in Mexico, launching products across many categories.
The State of the Industry
In my opinion, over the last fourteen years, the licensing industry in Mexico has grown —but mostly when talking about the "big brands." The brands everybody wants: the movie hits, Star Wars, Mattel, etc. It has become harder for independent brands with small budgets to find long-term licensors. Many big companies will take a chance for one year, but most are not willing to stick it out for the long term to help those smaller brands gain traction in the market. On the other hand, many smaller brands and artists lack the discipline and persistence to persevere.
Breaking Through the Noise
At the beginning of my career, I attended the Mexico Licensing Show for several
years until it was discontinued. This year, they launched a one-day event, which I think is very good for the local industry. The big brands will always lead the way, but I believe there is room for smaller brands like mine to become success stories through perseverance, determination, and a will to weather the ups and downs.
Are you looking for fresh designs for your next product line? Let’s connect on Instagram @juandelascurain
The Cold Call Strategy
In the early days, I would sit at a local Starbucks, cold-call the marketing managers of Kimberly Clark companies, and introduce myself. After hearing my pitch, they would almost always say, "But no one knows you! We only work with established brands, you know, like Disney or Hello Kitty."
My response was always the same: "You know, there was a time when Walt Disney was just an unknown artist sitting by himself doing his sketches."
It took a while for them to believe that I was serious, but eventually, they did.
A Vision for Mexico
Some companies say that people only want to buy products associated with the big brands. I don’t think that is true. It might be easier to sell the big brands, but people are always looking for fresh, new content—and there are many, many talented people in Mexico. With a population of 120 million people in
Mexico, the potential for the licensing industry is massive.
I think for the industry to reach its full potential, several things need to happen:
1. Education: We have to introduce licensing to more young creatives, brand creators, and marketing managers early in their careers. I found it by chance, though I believe all things happen for a reason.
2. Long-term Vision: Retailers and manufacturers have to give more opportunities to smaller brands, looking at the long-term vision of how much they can win if they stick with them.
3. A New Platform: Lastly, I think Mexico should have its own licensing expo—one with a fresh vision, new concepts, and new ideas!
Interested in licensing my art for your brand? Send me a message today.
Final Thoughts
Remember: “It doesn’t matter where you come from, or how much money you might have. If you have faith, a dream, and you work smart, you can accomplish anything.”
Asembl's Summer Collaboration
The return of a Streets Bubble O’Bill collection with Budgy Smuggler
With two high quality nostalgic designs returning in men’s and women’s styles, this exciting comeback also introduces branded boys’ and girls’ pieces for the first time, so the whole family can match this summer.
Available on December 11 2025 exclusively from the Budgy Smuggler website by visiting budgysmuggler.com.au and Budgy Smuggler retail stores across New South Wales in Australia, the fashionable UPF 50+ swimwear collection includes smuggling men’s swimwear, a women’s one piece, women’s swim top and bottoms, boys swimwear and girls swimwear pieces.
Born from the golden summers of Aussie childhoods, this Bubble O’Bill collection brings a hit of nostalgia and a whole scoop of fun to your summer lineup.
Made with love in Australia, this matching family collection is made from the highest quality swimwear fabric and is built for beach BBQs, cannonballs into the pool and chasing down the ice cream truck.
Made using environmentally friendly inks, each piece in the Bubble O’Bill range by Budgy Smuggler is crafted using a laser cutting process to minimise fabric wastage and are hand-sewn for quality.
With a chlorine-resistant fabric comfortable for swimming, sport and general casual wear, each playful piece in the cheeky collection celebrates the much-loved iconic Australian summer ice-cream, bubble gum not included.
Bubble O’Bill first launched as ‘budgy smugglers’ in 2022 as part of a nostalgic summer swimwear collection alongside all-time Streets classics Paddle Pop, Splice and Golden Gaytime.
Budgy Smuggler General Manager Brenden Hartmann said, “We don’t often bring back designs from the archives, but Bubble O’Bill has such a cult following and there’s a real nostalgia factor that made this one a no-brainer. The demand from our community to see it return was hugeit’s a collection people genuinely connect with and have asked us for again and again, so we’re stoked to bring it back with the addition of the kids range this time around”.
Asembl Managing Director Justin Watson said, “This is the comeback we’ve all been waiting for! A deliciously fun and cheeky collection, now including boys’ and girls’ swimwear, it’s set to add a whole scoop of family matching fun to summer”.
The Australian brand licensing industry began its modern era in 1974 with Fred Gaffney, who formed Gaffney International Licensing after securing Sesame Street representation, building on Disney's earlier presence. Gaffney promoted iconic brands like Thomas the Tank Engine and Bananas in Pyjamas and established a market heavily focused on Character and Entertainment.
THE SPECIAL HARDCOVER BOOK IS SCHEDULED TO LAUNCH IN 2027
To learn more about the book visit: www.buggsolutions.com.au/books
The Oodie Announces Hello Kitty Collection
Cuteness Meets Comfort in a Sweet Collaboration with Sanrio
The Oodie, the global comfort brand loved by millions worldwide, is bringing a new level of cosy to fans everywhere with the launch of The Oodie Hello Kitty and Friends Collection, an officially licensed range created in partnership with Sanrio.
Blending The Oodie’s signature comfort with Sanrio’s world-famous characters, the collection celebrates the timeless charm of Hello Kitty and her friends. There are cute prints featuring Hello Kitty, Cinnamoroll, Kuromi, My Melody, Pompompurin, Keroppi and Chococat. Each piece captures the sweetness, playfulness and nostalgia of the beloved
characters while delivering the comfort The Oodie is known for.
The range features Warming & Cooling Pyjamas, Lounge Sets and oversized Sleep Tees, all designed with ultra-soft, high-quality fabrics and adorable prints inspired by Hello Kitty and Friends enjoying sweet treats together. The Lounge Sets include premium embroidered appliqué detailing, while the Pyjamas and Sleep Tees showcase character prints.
This is The Oodie's third Hello Kitty collection, expanding on the beloved partnership after many previous products sold out due to
overwhelming customer demand. It's also the first time The Oodie has released Hello Kitty Pyjamas and Lounge Sets – two new categories that debuted earlier this year to rave reviews from customers and media alike. This limited-edition collection is perfect for gifting, lounging and adding a touch of kawaii comfort to everyday life.
The collection will be available exclusively at theoodie.com and regional The Oodie websites across Australia, New Zealand, the United Kingdom, and Europe. Product availability, including fabric options (Warming or Cooling), may vary by region.
Moose Toys Launches ONE PIECE
Introducing the First Toy Line for the Live-Action One Piece Series
PIECE, in their first licensing collaboration. The extensive new line of toys includes action figures, collectibles and plush of Monkey D. Luffy, and the Straw Hat crew Zoro, Nami, Usopp, and Sanji, who will sail onto shelves ahead of the series’ Season 2 premiere on March 10, 2026. Also appearing in the debut line is fan favorite Tony Tony Chopper, who makes the leap to the live action series in the upcoming season.
“We’re making our mark in this ultrahot series. Every toy in this line represents a love letter to the fans.
experience their favorite ONE PIECE pirates,” said Joe Smith, vice president of global marketing, licensed brands, Moose Toys.
“Whether you’re a kid and this is your first time discovering ONE PIECE, or if you’re an OG fan of the original series, there is something for everyone, from action figures to higher-end items, and everything in between.”
Netflix’s epic high-seas pirate adventure, ONE PIECE, returns for Season 2—unleashing fiercer adversaries and the most perilous quests yet. Luffy and the Straw Hats
set sail for the extraordinary Grand Line—a legendary stretch of sea where danger and wonder await at every turn. As they journey through this unpredictable realm in search of the world’s greatest treasure, they’ll encounter bizarre islands and a host of formidable new enemies. ONE PIECE is a live action pirate adventure created in partnership with Shueisha and produced by Tomorrow Studios (an ITV Studios partner) and Netflix.
The complete ONE PIECE toy line will be available ahead of the new season of the series, giving fans everywhere an exciting new way to immerse themselves in the world of Luffy and his band of Straw Hat pirates. The ONE PIECE line will launch in January 2026, with a full rollout at retailers nationwide in March 2026.
Upon its debut in 2023, the Netflix liveaction series became a global phenomenon, spending eight weeks on the Global Top 10, reaching #1 in over 75 countries and making history as the first Netflix English-language series to debut at #1 in Japan.
The show has nearly 100M views and is one of Netflix's most downloaded shows of all time. In 2025, ONE PIECE was nominated for 11 awards at the Children’s & Family Emmy Awards, including Outstanding Young Teen Series.
CELEBRATING 30 YEARS
Keith and Luci’s journey began under the big top, where they learned the value of safety, teamwork, and attention to detail—principles that became the heart of Showtime Attractions. For 30 years, they’ve turned imagination into unforgettable experiences, bringing beloved characters and spectacular live shows to audiences across Australia and beyond. Driven by passion, creativity, and excellence, Keith and Luci continue to create magic—their story proving that Showtime Attractions is only just beginning.
KEITH’S JOURNEY
The circus gave me a strong foundation in children’s entertainment. As a travelling show, safety was always our top priority — from choosing where to place the tent and caravans, to ensuring the animals were kept in a secure and comfortable area. Everyone had a role to play, so communication was essential.
This attention to detail became the foundation for starting and running Showtime Attractions
No detail was ever too small to matter, and it didn’t take long for companies to recognise my eye for detail and to be proud to select Showtime Attractions as their entertainment supplier.
We soon learned about the licensing industry and travelled to New York — what an eye-opener! Back then, we had no meetings lined up and couldn’t get one, but then came The Butt-Ugly Martians… what a hit for Showtime! From there, everything began to roll.
Keith’s success soon caught the attention of several licensing companies who approached him to take on their brand licenses.
“With these values that Keith treasured and with constantly reminding the staff of them. Those being always planning, having safety as a key element, setting expectations and his great eye for detail has always been a corner stone of Showtime Attractions business.
One of Keith’s greatest strengths became even more important: never promise more than you can deliver. In many cases, though, Keith exceeded the expectations originally set with those companies.
These core values — careful planning, prioritising safety, setting clear expectations, and maintaining a sharp eye for detail — have always been the cornerstones of Showtime Attractions’ business. Keith continuously reminds his staff of these principles, ensuring they remain at the heart of everything the company does.
Never one to rest on his achievements, Keith is always looking for the next great event to develop. The company is currently working “outside the box” with several licensing partners to create some of the biggest activations ever seen in Australian shopping centres. The Event Touring Company, a strong ticketed division of Showtime Attractions, has already reached 3.9 million people directly and over 10 million indirectly in a single year.
And as for 2026? Let’s just say — it’s going to be full of surprises.
ARE YOU READY FOR THE RIDE?
LUCI’S JOURNEY
From a young age, Luci had a passion for performing. By her early teens, she was already a seasoned dancer, confidently entertaining audiences on many stages — from theatres to shopping centres — and thriving in front of a crowd.
When Luci was invited to join Silvers Circus, she quickly accepted, knowing it would further develop her experience in the entertainment industry. Leaving home to travel around Australia, she became deeply involved in the creative process — performing, dancing, and, as she says, being part of “mind-blowing acts.” Her time with the circus taught her so much about showmanship, teamwork, and dedication — and, of course, it was also where she met Keith.
As time moved on, Luci and Keith decided to forge their own path in entertainment, leading to the creation of Showtime Attractions
Luci brought her wealth of skills and experience to the company, taking on the constant challenge of sourcing costumes, props, and performers to meet the growing number of Showtime bookings.
Her creativity and drive also took her overseas, where she met with well-known licensing brands and earned their trust — allowing her to write scripts and develop shows featuring beloved characters from film, television, and books. Australian audiences, especially children, loved the singing, dancing, music, and unforgettable meet-and-greet experiences with these characters.
Luci began with classic characters like Little Red Riding Hood and The Three Bears, before moving on to The Very Hungry Caterpillar, the high-energy Teenage Mutant Ninja Turtles, the fun-filled world of Shrek, and many more licensed favourites.
“However, time moved on and Luci and Keith decided it was time to make their own way in the entertainment industry, and this was achieved by the forming of Showtime Attractions.
LUCI & KEITH
Looking back over the past 30 years, Luci says she has truly treasured the opportunity to work with Sesame Street in America — helping to develop scripts and voiceovers for the Sesame Street live show. It was a dream experience that combined her love for performance and creativity with one of the world’s most iconic children’s brands.
Keith recalls how much he enjoyed working with the Sydney Royal Easter Show, helping to create the spectacular Street Parades and Evening Entertainment Program for the main arena.
Showtime Attractions provided non-stop entertainment from 6:30 pm to 9:30 pm each evening, featuring everything from grand parades around the ring to daring “Wheel of Death” performers, and even trapeze artists suspended beneath a hot air balloon — and much, much more.
Keith notes, “I’d say the biggest show we ever produced with the Entertainment Director was ‘The Greatest Easter Show,’ which received a twoyear call-up and played to sell-out crowds.”
In its first year alone, the Sydney Royal Easter Show attracted an incredible 934,000 visitors — a true testament to the power of great entertainment to elevate an event.
In summary, Luci and Keith remain 100% committed to their original values — planning with care, maintaining safety, exceeding expectations, and delivering exceptional detail.
They believe these principles are the very reason why so many companies continue to choose Showtime Attractions
“In summary they are still 100% committed to their original values and believe that that is the reason why so many companies choose Showtime Attractions.
HAPPY 30TH ANNIVERSARY SHOWTIME ATTRACTIONS!
YOU’VE BEEN THE BEST CO-STARS IN OUR EVENT-FILLED JOURNEY AND HERE’S TO THE NEXT CHAPTER —
PACKED WITH MORE PUPS, MORE PLAY, AND MORE PAWS-ON-THE-GROUND ACTION!
CONGRATULATIONS CONGRATULATIONS
From Damian & Team From Damian & Team
