Total Licensing Australia February 2021

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March 2021


March 2021 Co-Publisher Editor-in-Chief Francesca Ash Co-Publisher Jerry Wooldridge Editorial Director/ Editor Rebecca Ash Office Manager Helen Bowerman Subscriptions and Circulation

Total Licensing Australia is published as a special issue of Total Licensing magazine.

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News from the market ....................................................... 5 Merchantwise Minecraft ........................................................................10 Xbox ................................................................................12 Halo .................................................................................12 Activision .........................................................................12 Call of Duty.....................................................................14 Crash Bandicoot.............................................................14 emoji..................................................................................16 Sonic the Hedgehog .....................................................18 Pac Man ..........................................................................20 Sony Pictures...................................................................20 Ghostbusters...................................................................22 Cobra Kai.........................................................................22 Schitt’s Creek..................................................................22 Miraculous ......................................................................24 Gruffalo.............................................................................24 Kiri and Lou ...................................................................26 The Elf on the Shelf .....................................................26 May Gibbs ......................................................................30 Blinky Bill .........................................................................32

Popeye .............................................................................32 The Phantom .................................................................32 London Underground ...................................................33 AC/DC ..............................................................................33 David Bowie ...................................................................33 Manhead ........................................................................33 What do kids spend money on? ....................................34 Cover Story:ViacomCBS captivating kids across Australia and NZ ...............36 Disney – optimism, activity, connections and joy ........40 Haven Global – market update .....................................42 The NFL and UFC in Australia ........................................44 Moose – making kids Superhappy! ..............................45 Tips for licensing trademarks in the toy market....... 46 Amscan – A host of newness! .........................................63 The Australian Toy, Hobby & Licensing Fair Toy Fair goes digital ......................................................48 Exhibitor list ...................................................................48 What’s on show ............................................................49


BLUE CHIP BRANDS ANNOUNCES NEW MINIONS HELP DEALS ACROSS PORTFOLIO SURF LIFE SAVING Specialist brand licensing company, Blue Chip Brands has brokered a number of new deals for clients that will see products introduced at retail throughout 2021. The Ford consumer products program continues to flourish across Australia and New Zealand with some new apparel and accessory programs set to launch throughout the year. A vintage inspired range of apparel and headwear will be available through premium retailers including General Pants & David Jones as well as selling internationally through Urban Outfitters and fashion boutiques in Japan. Cotton On will also debut a range of apparel and accessories for men and boys through its’ global store footprint midway through 2021. For something a little different, Unique Wrought Iron will be developing a range of doors with wrought iron logo detailing, perfect for the entrance to the man cave, cinema room or garage. Steve McQueen, also popularly known as ‘the king of cool,’ was the ultimate man’s man and will feature on a range of apparel and accessories through a brand collaboration with Australian label, Mr Simple, and will be sold through department stores, Mr Simple stores and apparel boutiques nationally. Mr Simple is also collaborating with American high performance automotive brand Shelby which featured so prominently in the recent movie hit Ford v Ferrari for a collection of apparel and headwear. Iconic Los Angeles athletic footwear brand LA Gear is set to be reintroduced to Australasian consumers through deals negotiated by Blue Chip Brands. The brand which ranked third in sales in the early 1990s (behind only Nike & Reebok) and with brand ambassadors including Karl Malone, Kareem Abdul-Jabbar, Michael Jackson, Belinda Carlisle, Heather Locklear & Paula Abdul will be reimagined across a range of footwear in addition to apparel and accessory collections. Finally, the merchandise program for Australian illustrator Steven Rhodes continues to gather momentum domestically and internationally through deals brokered by global agent – Blue Chip Brands. Cotton On has inked an international deal to feature the illustrations across a variety of product categories through its TYPO stores.

This Summer, Surf Life Saving Australia teamed up with Illumination and Universal Brand Development to create a range of free, downloadable educational activity sheets and posters featuring the Minions. Surf Life Saving exists to save lives and build better communities. Despite significant advancements in technology, techniques and knowledge, people still drown off the Australian coast in unacceptable numbers. SLSA is motivated to create new and engaging ways to educate Australian families about beach safety and this summer SLSA and the Minions are on a mission to keep Aussie families safe by sharing these new beach safety resources. SLSA General Manager Coastal Safety, Shane Daw ESM said that the partnership presented a great opportunity to extend the importance of beach safety to all members of the community. “Illumination’s Despicable Me franchise has become a global pop culture phenomenon and we know Australian families love the Minions. SLSA is thrilled to have collaborated with Illumination and Universal Brand Development to create these fun, free educational materials that make learning about beach safety fun for Aussie kids,” said Mr Daw. “Seeing the Minions dressed in our iconic red and yellow uniform is sure to raise smiles across the country but also drive home those important beach safety messages for parents and children alike.” SLSA is proud to have partnered with Illumination and Universal Brand Development to make sun and beach safety messages accessible to all ages.

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SUSTAINABILITY FROM CAPRICE Sustainability is at the forefront of what Caprice Australia does. Which is why they are excited to share their new Vegemite range available at BIG W. The apparel is made from Australian Cotton in collaboration with Cotton Australia. Australian Cotton is a natural fibre grown by local Aussie farmers who carefully nurture their plants from seed to harvest, using leading sustainable practices. Through the use of Australian cotton, they are able to help support these farmers and their rural communities all while creating quality products that are perfect for every member of the family. Caprice are proud to be supporting Aussie brands and Aussie farmers. The Vegemite range can be found instore and online at Big W Australia Caprice is passionate about becoming a leader in sustainability and are committed to a sustainable future for their business, their people, the environment and the communities in which they operate. To ensure their sustainability commitment is met, they have developed a Sustainability Strategy that will guide their actions for the next five years and provide the foundation for continuous improvement. The Caprice sustainability strategy is supported by four pillars. Environment: To reduce Caprice’s environmental impacts, both in their operations and the products supplied to the market, while harnessing the new opportunities in sustainable products and sustainable product design. Ethical Sourcing: To uplift the Caprice Ethical sourcing program so that it will maintain its position as a best in class program. People: To reinforce their commitment to a workplace which lives the values of integrity and respect, diversity and inclusion, and employee wellbeing. Community: To build on the commitment of Caprice and Caprice team members to community giving and supporting the communities in which they operate.

SELFIES BRING A SMILE As the COVID-19 virus appeared and spread and the whole world seemed to be put on hold it has been a good time to reflect at where we are and what we are doing. As the news has been totally dominated with lock-downs, masks, social distancing and hospital reports it has been nice to see new Selfie installations in children’s wards, schools, dentist and veterinary surgeries and doctors waiting rooms intending to create a calming space in these stressful situations. The brand new Dubbo Base Hospital in NSW, Australia have recently revealed a new Selfie mural installation in their Medical Imaging Department. Not surprisingly the lock down had created a renewed interest in hobbies and crafts with jigsaw puzzles becoming one of the go to activities to fill in the time and keep people sane, many stores running out of stock.

HUNTER PRODUCTS SIGN FOR TOIKIDO ‘Among Us’, the video game taking over the world, is set to become even more popular Down-under! Thanks to an exciting new partnership between Toikido and Hunter Products, crew mates and impostors from Australia & New


Zealand will have access to all the latest Among Us toys! General Manager of Hunter Products, James Hunter says kids can expect to see action figures, collectables, plush, playsets, RC and much more on shelves in Australia and New Zealand very soon. “Judging by the hype around this game worldwide, we predict Among Us to be one of the hottest brands of 2021. We are delighted to partner with Darran and his team. Brands like this don’t come around often,” commented James Hunter. Among Us first launched in 2018 by US Software company Innersloth. In October alone, the mobile version of the game was downloaded more than 85 million times according to Sensor Tower. Research from SuperData shows it had about half a billion active users last November. CEO of Toikido, Darran Garnham is excited about the partnership with Hunter Products and commented, “I am really pleased to be with the Hunter team again.Their experience and passion for Among Us made them the perfect distribution partner for Toikido in Australasia.”



Centa IP is representing two of the hottest YouTube influencers today across Australia & New Zealand. Centa IP represents in Australia and New Zealand and represent five of the top Youtube creators globally. Ryan’s World sales growth continued to defy the odds during the pandemic reaching nearly a $500m sales in over 50 categories and 5000 SKU’s. Pocket. watch, the studio partner for Ryan’s World has continued to develop the brand to create newness, differentiation and exclusivity while expanding it beyond the YouTube channel and aiming to make Ryan’s World THE number one global brand for kids 4-8. In Australia the Ryan’s World YouTube channel regularly achieves up to 28 million views a month and up to 5 million views in New Zealand (December 2020). But, Ryan’s World is not just a YouTube channel. Ryan’s World content has expanded to Amazon Kids+ with Super Spy Ryan which launched in November 2020 and in 2021 Ryan’s World content will be everywhere with specials, original content (Super Spy Ryan and Ryan’s Mystery Playdate) and Ryan & Friends. New consumer product programs through 2021 include Ryan’s World Tour with Ryan and his friends going on a World Tour visiting 80 countries and landmarks with lead retailer Big W launching in February 2021. Then in September 2021, Big W will launch Galaxy Explorers. In Australia and New Zealand, Ryan’s World is a stellar franchise and there’s more to come. The franchise is growing and the opportunities have never

been better. Centa IP will continue to build the brand with new and unique programs that are across all platforms and types of businesses, with more marketing and promotional support than ever before to ensure that they maximize business together. Centa IP has also recently launched’s newest franchise Love, Diana — The Princess of Play. Starring Diana from the YouTube channel Kids Diana Show, the second-largest YouTube channel in the world (Tubefilter 4th January, 2021), her massive global reach across her YouTube channels has garnered over 166 million subscribers and over 85 billion lifetime views since the first channel launched in 2015. In Australia Kids Diana Show’s meteoric rise has captivated over 26 million monthly viewers and over 4 million in New Zealand in December 2020. Six-year-old Ukrainian-born Diana takes viewers on adventures, with her brother Roma and parents Olena and Volodymyr. Fans of the Kids Diana

Show channels are seeing the new “Love, Diana” brand come to life, with elements of it woven naturally into the core Kids Diana Show channel, creating a more diverse video experience. Targeted to children between ages 2-7, the Love, Diana lifestyle product line encompasses the core characteristics of imagination, playfulness, creativity, empowerment and friendship that Diana’s audience appreciates. In October last year Headstart’s range of dolls and Mitch Dowd’s apparel launched in Australia and New Zealand and sales are off to a strong start. Headstart dolls are already the number five (#5) girls toy in Big W with excellent sell through. Both Target and Kmart are committed to Diana for 2021 and will continue to support the Headstart range with confirmed exclusives for the remainder of the year. has also extended the Love, Diana brand into mobile gaming on the heels of their games division’s success with Tag with Ryan which has garnered 12 million downloads and over 450,000 daily active users. The Love, Diana mobile game features a collection of fun minigames designed to empower kids to design their very own Princess of Play. It is available in the App Store and Google Play. Centa IP is looking to expand the license into other categories including games and puzzles, outdoor, health & beauty, jewelry, confectionery, wheeled/sports as well as STEAM.

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FREE BOOKS FOR KIDS INITIATIVE PARTNERS WITH SESAME WORKSHOP BIG W’s much loved Free Books for Kids program returned nationwide on Thursday 18 February, this time partnering with Sesame Workshop. Customers will enjoy the stories, featuring favourite Sesame Street characters, including Elmo, Grover, Abby Cadabby and Cookie Monster, that share inspiring messages for kids around individuality, dreaming big and understanding differences. Excitingly, some special friends of Sesame Street with a shared passion for reading and literacy are lending their support to BIG W’s program to help the stories reach even more families

across Australia. Olivia Newton-John, Rose Byrne, Rove McManus, Mitch Tambo, Gorgi Coghlan, Allison Langdon and Gyton Grantley are some of the well-known personalities who will be hosting storytime readings on BIG W’s YouTube channel and the BIG W Free Books for Kids Podcast.

Teresa Rendo, BIG W’s Acting Managing Director commented, “Reading is one of the most important and engaging tools to help with a child’s development, and BIG W is proud to partner with leaders in learning and literacy to deliver a collection of books that will not only teach kids valuable lessons about the world around them, but also foster a love of reading. The extension into video recordings and Podcasts also means families from all over Australia can enjoy these stories together.” Sesame Workshop’s mission is to help kids grow smarter, stronger, and kinder, and according to Ed Wells, EVP and Head of Global Media and Education, Sesame Workshop, there are so many benefits to reading: “Reading builds school readiness, vocabulary, and comprehension skills; it allows the imagination to soar; and it creates bonding time for families. Simply, reading encourages a lifelong love of learning, something for which Sesame Street has done for over 50 years. We’re pleased to partner with BIG W, who is also committed to building healthy minds and futures of children in Australia, to make Sesame Street books available for free for families.” In addition to the 2.6 million Sesame Street books given away in stores and via streaming options, BIG W is further committed to making books for early learning accessible to even more Australians by donating another 40,000 to

the Australian Literacy and Numeracy Foundation and Good360 for families living in remote and rural areas, and communities in need. Kim Kelly, ALNF Co-Founder and Executive Director says that children from disadvantaged backgrounds may experience barriers to literacy, which can have serious, life-long consequences: “Reading to your child is one of the greatest gifts you can give them, and we are excited to be part of a project that helps our children to develop into confident, autonomous and happy lifelong learners.Together with BIG W, we are working to share these fantastic books with the communities that need them the most .” Alison Covington, Founder and MD of Good360 says they are delighted to return as a partner of BIG W’s Free Books for Kids program: “We’ve seen first hand how this initiative from BIG W is making a real difference to families and we’re delighted to help give the gift of new books to children, some of whom generally don’t have access to such valuable resources.” Aussie families can collect each of the eight books from all BIG W stores weekly with no purchase necessary (available nationally while stocks last). Weekly storytime video readings will also be available on BIG W’s YouTube channel, and audio recordings on the ‘BIG W Free Books for Kids’ podcast which can be found on Acast, Spotify or Apple Podcasts.

NEW STREAMING DEALS FOR YUGIOH Continuing to expand its digital reach, Konami Cross Media NY, Inc. has secured new streaming/digital agreements for its flagship anime property Yu-Gi-Oh! in the United Kingdom and in Australia/New Zealand. AnimeLab, one of the premier stand-alone streaming platforms for anime in Australia and New Zealand, managed by Madman Entertainment, has added Yu-GiOh! Duel Monsters Seasons


1 - 5. AnimeLab, which offers a basic free and a premium subscription service, has amassed more than one million users since it launched more than six years ago. “AnimeLab is the ultimate destination and online streaming solution for anime fans Down Under,” commented Dean Prenc of Madman. “We are excited to expand our offerings with the Yu-GiOh! franchise.”

Established back in 1996 by a couple of self-confessed nerds, keen to share their passion for awesome content, Madman Entertainment is proudly independent, run by fans, for fans, and is still managed by founders Tim Anderson and Paul Wiegard. Madman showcases the best in collectible and special interest genres including Australian film, world cinema, TV, kids content, Anime, sports and more.


Merchantwise Licensing is a leading brand licensing and merchandising agency in Australia and New Zealand, representing some of the world’s best loved brands in gaming, kids’ entertainment, film & television, music, icons & legends. The company is part of the Merchantwise Group, a fullservice brand extension and marketing agency based in Melbourne, Sydney, Paris and Tel Aviv. Merchantwise Licensing shares the latest news on its exciting portfolio of popular and emerging brands and properties.


Minecraft rules down under Minecraft is a cultural phenomenon and the best-selling video game of all time, selling over 200 million copies across all platforms. Appealing to a wide-ranging player base, the game has over 132 million monthly active users, the most watched game on YouTube in 2020 with over 200 billion views, and is played in every country in the world. Minecraft is very popular down under, rated by BrandTrends as the no. 1 video game brand for players 6 – 14 years in Australia. What started as a game has now evolved into a true evergreen entertainment franchise, comprising of education, live events, products as well as a movie on the horizon. In June 2021, Minecraft will launch its highly anticipated new core game update Caves & Cliffs. Eagerly requested by players, Caves & Cliffs introduces beautiful new underground experiences as well as scenic views from the mountaintops.

It presents gorgeous new cave biomes, from lush, plantfilled caves to icy, snowy depths. Players will be thrilled to meet new mobs such as the Axolotl and the intimidating Warden. The Minecraft community will be able to scale the tall, dramatic peaks of new terrain and meet mischievous goats that might head-butt them off a cliff! Minecraft merchandise is now available across all major Australian and New Zealand retailers, with BIG W, Target and EB Games leading the charge. In October 2020, EB Games launched a broad Minecraft collection designed for fans across the age spectrum. The range now includes apparel, accessories, homewares, stationery and gifting, all utilising new, never-before-seen Minecraft artwork.

In the same month, BIG W launched Australia’s first Minecraft cross category marketing event. The campaign featured product from partners including LEGO (construction toys); Mattel (action figures, playsets and roleplay); Banter Toys (J!NX plush and collectibles); Hunter Leisure (stationery), Funko (pop vinyl), Caprice (apparel and homewares), Zak! Australia (lunching, drinkware and home décor), Impact! (puzzles and gifting) and Harper Collins (publishing). In November 2020, Hunter Leisure launched the world’s first Minecraft outdoor sports range including bikes, skateboards, scooters and helmets. In January 2021, BIG W, Microsoft and Merchantwise Licensing also delivered the world’s first Minecraft augmented reality digital scavenger hunt, across all stores nationwide. Over 5,000 Aussie fans participated in the event, exploring BIG W stores and collecting clues in order to solve a puzzle. All players completing the game were rewarded with a $5 discount redemption code on their next Minecraft purchase. Back to School has never looked so good, with Clarks launching the world’s first range of Minecraft school shoes in early 2021. The extensive range for both boys and girls features subtle Minecraft detailing on the shoe, as well as a Minecraft themed box containing a hidden Minecraft collectible toy. The range was exclusively available from Clarks, Shoes and Sox, Myer, The Tribe, and Hannah’s in New Zealand.


Celebrating 20 Years of Gaming 2021 marks the 20th Anniversary for gaming juggernaut Xbox. The popular console has over 100 million monthly active users and features first party game franchises including Halo, Forza and Gears of War. Xbox has a highly engaged audience with over 50 million followers across Facebook, Instagram, Twitter, and YouTube. Its popular subscription service Xbox Game Pass lets users access over one hundred high quality games for a single low monthly price and has proven successful with over 18 million subscribers. Eagerly anticipated new console Xbox Series X is the fastest and most powerful Xbox ever. Launched in November 2020, it quickly became the biggest console launch in Xbox history, selling out within the first 24 hours. More new consoles were sold during the launch than any previous generation consoles. In keeping with the success of the console, enthusiasm for the brand has been reflected in strong Xbox merchandise sales across categories including apparel, sleepwear, accessories, home and gifting. Leading Australian retail partners include BIG W, Target, EB Games and Best & Less. Huge Year for Halo in 2021 Xbox’s #1 exclusive franchise Halo also celebrates its 20th anniversary in 2021. November will mark 20 years since the first game was released. Halo is the most recognised Sci-Fi video game franchise of all time, selling over 82 million games and generating over $US 5 billion in sales. In spring 2021, the legendary Halo series returns with the


biggest and most ambitious Halo game ever created. Halo Infinite will continue the saga of the Master Chief with stunning open world game play, new weapons, threats and free-to-play multiplayer universe. If that wasn’t exciting enough, the Halo Showtime original live action series is currently in production and coming soon. Directed by Otto Bathurst (Black Mirror, Robin Hood) and starring Pablo Schreiber (American Gods, First Man, Orange is the New Black) as the Master Chief, with Natascha McElhone (Californication, The Truman Show, Ronin) as Dr Halsey, and Jen Taylor (Voice actress, Cortana, Halo Franchise) as Cortana. Halo is very popular in licensing and merchandising, generating over $US 1.7 billion in merchandise sales to date. Aussie fans can expect to see an expanding range of products at retail. After overwhelming demand, Hasbro will release new Halo x Nerf blasters in the coming months. Other toys include action figures and vehicles from Wicked Cool Toys (distributed by Banter), Mega Construx sets from Mattel and costumes from Disguise (distributed by HeadStart). Other categories include older boys and men’s apparel, accessories and bedding (Caprice), drink and lunchware (Zak Australia), gifting (Rubber Road) and showbags (Bensons).

Activision is one of the world’s most successful interactive entertainment and gaming companies with hundreds of millions of monthly active users. The video game market is bigger than both music and the box office combined and is enjoying strong growth. For more than 40 years, Activision has been changing the way people play. In the process, Activision has built one of the largest portfolios of recognised brands, led by global giant Call of Duty and other well known gaming franchises Crash Bandicoot and Spyro. Merchantwise Licensing is now working with Activision to make commercial partnership opportunities available to licensees and retailers in Australia and New Zealand.


Call of Duty breaks records in 2020 First launched in 2003, Call of Duty is the most successful video game franchise ever created in the USA and the third highest selling gaming franchise of all time. 2020 was a massive year for the Call of Duty franchise, setting new records and surpassing over $US 3 Billion in revenues. The franchise ecosystem comprises premium console and PC games (including the Modern Warfare and Black Ops series), free-to-play Warzone™ as well as Call of Duty: Mobile. New title Black Ops Cold War released worldwide in November 2020 and quickly became the number 1 selling game in the USA in 2020.

2020 and selling over 400,000 units in its first month. The title will also soon launch on the 12th of March globally on PS5, Xbox Series X/S and Nintendo Switch. With multi-generational appeal, Crash is loved by a growing Kidult audience of 25 – 40 year olds and a Gen Z audience aged 18-25 who is discovering Crash for the first time. With local representation from Merchantwise Licensing, fans can expect to see a growing range of consumer products featuring their favourite zany marsupial - including new collectibles, apparel and accessories. Other Activision classics Also now available for local licensing is Spyro, the mischievous little dragon that became a global gaming hit in the ‘90s on PlayStation.

Call of Duty has a strong global merchandising program, targeting adults 18+ and Merchantwise Licensing is now in the process of developing new partnerships and retail programs in Australia and NZ to support the continued growth of this powerhouse franchise. Priority categories include apparel and accessories, peripherals, publishing, stationery, homewares and collectibles. Crash is back and bigger than ever One of the world’s most iconic gaming mascots is a genetically enhanced bandicoot named Crash, synonymous with the launch of the first PlayStation in the nineties. With over 20 years of gaming heritage, Crash Bandicoot is as popular as ever with enduring sales of the original ‘90s trilogy (remastered and released in 2017) and Crash Team Racing Nitro Fueled (2019). Now Crash is back in the long awaited new game Crash Bandicoot 4: It’s About Time, released on the PS4 in late


Spyro made his fiery return to gaming in November 2018 with release of the Spyro Reignited Trilogy on all leading gaming platforms. Unique merchandise and fashion capsule opportunities are now available across mass and specialty retailers. Activision has a long and storied history of creating some of the industry’s favourite classic video games, including Pitfall, Laser Blast, Freeway, Kaboom!, Megamania and River Raid. Merchantwise Licensing is pleased to now make the iconic Activision logo and intellectual property from these classic games available for licensing across fashion and other special merchandise applications.


emoji® brings a smile in tough times 2020 was a turbulent year to say at the least. However, emoji® has helped to keep a smile on our faces. Catering to unprecedented demand for face masks and other hygienic care products, emoji® has appointed partners across the globe to fill the category in a humorous take. As well as brightening consumers faces during the pandemic, the new mask partnership with Vistaprint will see emoji® donate 10 percent of sales to help empower small businesses across the U.S. and Canada. Emojis are the ultimate universal expressive language over 6 billion are sent daily through messaging and social media platforms. Inspired by this phenomenon, the emoji® company was founded in 2013, creating an iconic lifestyle brand with an unprecedented global popularity. Today, the emoji® trademark is registered in over 100 territories across up to 30 classes of goods and services. There


are now more than 25,000 high vectorized icons available for licensing. emoji® has attracted more than 1,000 partners from all over the world, winning multiple awards. In Australia and New Zealand, the brand continues to be popular with partners across diverse categories, including fashion, publishing, automotive and FMCG. Internationally, emoji® continues to collaborate with iconic brands. The PUMA x emoji® collaboration was developed to showcase the way people communicate in the modern world. Designed through the lens of instant messaging, the collection pairs emoji® icons with bright colour combinations, creating a range that is young and vibrant. The collection includes footwear, apparel and accessories for both kids and adults.

Sustainability is becoming a focus for many brand owners and emoji® is right in the mix. emoji® have recently partnered with Canadian eco-focused brand, Greenre.Together they will launch new sustainable products that extend from stationery to activity, craft, novelty, office and select home products. The products will be made from recycled, natural materials, recyclables, non-toxic, bio-fibres, as well as new age biopolymers.

TOTAL LICENSING AUSTRALIA sold out. New stock will be delivered in 2021 and Nanobock be releasing new characters later in the year to celebrate the 30th anniversary. In September 2020, Peter Alexander launched its first Kids vs Dads sleepwear collection featuring Sonic the Hedgehog and SEGA to celebrate Father’s Day to the excitement for all Sonic fans.

30 years on, Sonic hits his prime SEGA’s Sonic is a billion-dollar franchise and one of the most popular and enduring video game characters of all time. Now the franchise is set to reach even greater heights with a new movie sequel, Netflix TV series, video games, toys and merchandise all in the works. Throughout 2021, SEGA will be celebrating Sonic’s 30th anniversary with new game content, a music concert with special guests and a wide array of new licensing and merchandising partnerships. The Sonic the Hedgehog movie starring Jim Carey released in February 2020 and achieved US$306M at the global box office, with a sequel already confirmed to whirl back onto our screens in April 2022.

Sonic Prime, a new 3D animated high octane adventure TV series, is currently in development by Man of Action Entertainment and WildBrain. The 24-episode series will release on Netflix some time in 2022. LEGO ideas recently announced that the Sonic Mania – Green Hill design has been approved for development and will become an official LEGO set. In Australia, the thirst for Sonic The Hedgehog continues at retail. The Sonic toy range from Jakks Pacific, distributed by Headstart into mass retailers and VR Distribution into independent toy retailers, sold out soon after release. New toys to celebrate the 30th anniversary will be launching in 2021. Kawada Japan’s Nanoblock range of Sonic pixel figurines launched globally in July 2020 to great fanfare and quickly


Other Australian licensees including Bensons Trading, Caprice Australia, Omni Merchandising and Universal Candy will be launching ranges of new products in 2021, including toys, novelties and gifting, confectionery and apparel and accessories across multiple retailers. In February 2021, Cotton On released a Sonic capsule collection of apparel and accessories in Factorie stores for the first time. Product includes short and long sleeve tees, socks and headwear.


Arcade classics shine at retail Created in 1980, PAC-MAN is one of the most popular and influential video games of all time and with global brand awareness of 98%, one of the most recognized brands on the planet. What started as an addictive arcade game is now available on all gaming platforms, including iOS and Android with over 110 million mobile downloads. PAC-MAN is a full brand franchise, extending beyond gaming into film, live events and activations, fashion and consumer products, live events and promotions. 2020 marked PAC-MAN’s 40th anniversary. Global celebrations included a range of fashion collaborations and partnerships, including Champion, Paul Smith, Coach, Moleskine, Diesel, H&M, Zara, Uniqlo, Pull & Bear, Havaianas and PUMA. In April 2020, Australian retailer Best & Less celebrated the 40th anniversary with an exclusive retro gaming retail ac-

In Australia, Bensons Trading released the PAC-MAN showbag and Caprice Australia launched men’s outerwear for the first time. Space Invaders also continues to be popular in the world of fashion collaborations and retail partnerships. In April, Australian retailer Best & Less launched an exclusive retro gaming collection and competition with Space Invaders alongside PAC-MAN. The range from Caprice comprises of t-shirts and sleepwear for kids and teens. The opportunity to win an arcade gaming machine was the retailer’s most popular competition in 2020.

tivation featuring an extensive apparel range from Caprice Australia and Hotsprings including outerwear and sleepwear for the whole family, from toddlers to adults. In May 2020, Minecraft and PAC-MAN joined forces to launch a Minecraft Adventure World DLC to the delight of fans.

Sony Pictures Entertainment includes the films of Columbia Pictures. The library includes over 4,000 films, more than 35,000 episodes from over 270 TV series and 22,000 game show episodes. In the world of Sony Pictures Television, recent hits include Outlander, The Boys and Cobra Kai. After a challenging period for all film studios, the future


TOTAL LICENSING AUSTRALIA looks bright with the return of Sony Pictures’ best-loved film franchise as well as a host of other strong new releases in 2021 and 2022.   Get ready for Ghostbusters! Ghostbusters Afterlife is the most eagerly anticipated film and merchandising event of the year, releasing in November 2021. #1 show in Australia for over 4 weeks. The tense conflict between Daniel and Johnny, which culminated in the violent high school brawl between the dojos, became the most viewed series in January across the globe. Season 4 has already been renewed and it is scheduled to air on Netflix in January 2022.

The new film is co-written and directed by award-winning filmmaker Jason Reitman (Up in the Air, Juno), son of original Ghostbusters’ director and producer Ivan Reitman. It stars Carrie Coon, Finn Wolfhard, Mckenna Grace and Paul Rudd, while original cast members Bill Murray, Dan Aykroyd, Ernie Hudson, Sigourney Weaver and Annie Potts reprise their roles from the original films. There are now more than 180+ worldwide licensing and merchandising partners across Ghostbusters Classic and the new film. Master toy partner Hasbro has developed a comprehensive product range, including surprise collectibles, role play, action figures, playsets, vehicles, plush, board games and special edition collector lines. Other global partners include LEGO (construction), Rubies (costumes), Funko (pop vinyl) and Reebok. Australian licensees include Caprice (movie apparel, accessories, footwear, bedding, bags & backpacks), Designworks (classic apparel), and Park Avenue Foods (novelty confectionery) and Lvl Up Energy – who launched the first ever Ghostbusters energy powder drink. New film and classic merchandise will be available across a wide variety of retailers in Australia and NZ, led by mass market retailers Just Jeans, BIG W, Target and Kmart. Drac Pack set to return for Halloween To celebrate the 10th anniversary of the Hotel Transylvania franchise, Sony Pictures Animation’s fourth instalment to this billon dollar franchise is coming to cinemas this September, just in time for Halloween. COBRA KAI a smash hit on Netflix The classic Karate Kid franchise is back, enthralling fans both old and young. In its rookie season, Cobra Kai received 11 award nominations (including an Emmy) for Best TV drama and a 100% rating on Rotten Tomatoes – making it the highest reviewed reboot of all time. Season 3 premiered on Netflix in January 2021 and was the


Anti-hero TV thrills viewers The Boys is the gritty TV series from Sony Pictures Television, airing worldwide on Amazon Prime and quickly developing a cult following. Season 2 aired in September 2020 to the delight of fans, while season 3 is now in production.

Schitt’s Creek - Now available to license downunder! When filthy-rich video store magnate Johnny Rose, his soap star wife Moira, and their two kids – uber-hipster son David and socialite daughter Alexis – suddenly find themselves broke, they are forced to live in a small, depressing town they once bought as a joke. With their pampered lives now abandoned, they must confront their newfound poverty and discover what it means to be a family, all within the rural city limits of Schitt’s Creek, their new home. Schitt’s Creek received an historic 9 Emmy® awards in 2020, including Outstanding Comedy Series, Outstanding Writing for a Comedy Series, Outstanding Lead Actor and Outstanding Lead Actress for a Comedy Series, Outstand-

TOTAL LICENSING AUSTRALIA ing Supporting Actor and Outstanding Supporting Actress for a Comedy Series. Season 6 launched on Netflix US in early October 2020 and became the most watched series across the platform. All seasons are available now on Netflix in Australia. Global agent ITV has recently appointed Merchantwise Licensing to develop the licensing program in Australia and New Zealand and opportunities are now available for discussion.

Miraculous Merch launches in Australia

From Zag Entertainment comes Miraculous™, an inspiring, CGI-animated superhero TV series set in modern-day Paris. It tells the story of a Parisian teenager who transforms into a superhero, Ladybug, and fights villains to save her beloved city, together with her partner, Cat Noir. In just a few short years, Miraculous™ has enjoyed extraordinary growth, becoming a worldwide entertainment and merchandise sensation. It has been voted one of the Top 10 best animated shows in the last 20 years and widely celebrated and hailed for its diversity and kid friendly superhero storylines. The show is currently broadcasted across 120+ territories, as well as being widely enjoyed and engaged with across all major media platforms. Seasons 1-3 are available to watch on Netflix, ABC Me and iView, with two more seasons in production. In addition, the highly anticipated animation feature film directed by Jeremy Zag is set to premiere towards the end of 2021. .


In April 2021, to coincide with the global premiere of “Miraculous World – Shanghai – Lady Dragon”, the new adventure quest game will be the first to bring a TV series to the Roblox metaverse. Globally there have been over 150 million products sold and Merchantwise Licensing is now actively expanding the consumer products program in Australia and New Zealand. The Miraculous publishing program from Five Mile Press includes chapter books, puzzles, sticker sheets and activity books. The core fashion doll range from Playmates, distributed in Australia by HeadStart, launched at BIG W in October 2020 and sold out in just three weeks. New market activity is currently in development with local licensees and retailers focusing on a core program to include apparel, accessories, collectibles, plush and costumes from June 2021. The Gruffalo continues to grow at retail The Gruffalo is one of the world’s best-loved children’s literary creations. Since it was first published in 1999, the award-winning story about a little brown mouse in the deep dark wood has continued to delight children and adults the world over. Created by Julia Donaldson and Axel Scheffler, The Gruffalo has become a modern classic spanning publishing, film, stage, theme parks, digital and merchandise. In 2020, the Gruffalo Spotters 2.0 AR App and adventure trail has been featured at a variety of popular attractions including Ripponlea Victoria, Wildlife Sydney Zoo, Illawarra Fly and most recently The Ginger Factory on Queensland’s Sunshine Coast. Additional locations for 2021 will soon be announced. Australian licensing partners Smiffy’s (UK) launched its first

TOTAL LICENSING AUSTRALIA Gruffalo dress-up costume in Spotlight for book week and will launch in BIG W in 2021 along with partyware for the first time. New partner Mitch Dowd will launch a range of outerwear, sleepwear, headwear and accessories from July 2021.

When a family adopts a Scout Elf™ (from a Santa-approved adoption centre), they receive the Scout Elf™, an artfully illustrated hardbound storybook and a keepsake box. In Australia in 2020, The Elf on the Shelf® core range has been extremely popular at Myer Giftorium, Kmart and Best and Less, distributed by PMG Australia. For Christmas

Kiri and Lou – Handcrafted in New Zealand From New Zealand comes a charming, award-winning new animated preschool series making waves around the world. Kiri and Lou centres on the friendship between Kiri, a feisty little dinosaur, and Lou, a gentle and thoughtful creature, as they explore the world of feelings through laughter, song and outdoor adventure.

Original and imaginative, Kiri and Lou invites children to learn about empathy and how to get along, through warm-hearted and gently humorous storylines which are resonating with audiences of all ages. The show is hand-crafted in paper and clay and created using traditional stop-motion animation from Antony Elworthy (Coraline, Corpse Bride, Isle of Dogs), the series is voiced by Jemaine Clement (Flight of the Conchords, Moana, Rio) and Olivia Tennet (Lord of the Rings) and is written and directed by feature film director Harry Sinclair. It is produced by Fiona Copland for Stretchy and Heather Walker of Yowza Animation. 41 x 5-minute episodes have now been released with a further 12 episodes coming throughout 2021. Kiri and Lou has broadcast on TVNZ since March 2019 and ABC Kids since June 2019. On ABC Kids, it airs daily at 6.25pm and streams on ABC iView. The show broadcasts globally on the best preschool networks including Cbeebies (UK), CBC Canada, YLE in Finland, SVT in Sweden, Czech Television, Paka Paka in Argentina, EVision and BeIN in the Middle East and Showmax in Africa. Merchantwise is delighted to be representing the licensing and merchandising for this special new property in Australia and NZ. New Kiri and Lou publishing titles will be launched from August 2021 in time for book week, and additional categories such as toys and apparel are now in active development. Australians love The Elf On The Shelf® The Elf on the Shelf® is a fun-filled Christmas tradition that has captured the hearts of children everywhere who welcome home one of Santa’s Scout Elves each holiday season.


2020, Westfield continues to embrace The Elf on the Shelf® with major live activations across 35 malls over the holiday period. The Australian licensing program managed by Merchantwise Licensing and launched in 2020 has been a huge success, with a wide array of products at retail including outerwear and sleepwear by Mitch Dowd, publishing from Hinkler Books, and confectionery by Park Avenue. New categories - including dress-ups, activity books, Christmas décor, bedding, drinkware and dinnerware, and puzzles and games - will be launching for Christmas 2021.


May Gibbs – Inspired by Nature Iconic Australian author and illustrator May Gibbs continues to capture the hearts and imaginations of generations of Australians with her lovable bush characters, which hold a special place in the Australian consciousness. Today, May Gibbs is a fashion and lifestyle brand inspired by the Australian bush with a unique licensing program of over 20 partners across publishing, apparel, bedding, homewares, fabric, toys, stationery, partyware and collectables. May Gibbs is proud to partner with leading Australian brands to bring the stories and characters to life for fans of all ages. Publishing is at the heart of the May Gibbs brand with May Gibbs’ original books, Gumnut Babies and Snugglepot and

Cuddlepie never out of print for over 100 years. Publishing partner Scholastic Australia has continued to expand its catalogue of licensed May Gibbs storybooks for children with May Gibbs becoming their third best-selling licensed property. Scholastic Australia have also began publishing a newly imagined range of May Gibbs’s classic stories and never before published works, ensuring that every Australian child has the opportunity to experience these classic tales. A host of new product releases, partnerships and retail activations will continue throughout 2021. May Gibbs apparel launched at mass retail with the brand taking centre stage as part of the BIG W Baby Week event in August 2020. The cross-category campaign featured a broad range of products supported by a comprehensive marketing campaign including front of catalogue and strong merchandising both in store and online. The success of the campaign saw several prod-


ucts sell out on day 1 of the event. New apparel ranges continue to release in BIG W with ranges for Toddler Boys, Tween Girls and Men added to the mix. Extensive plans are in development for Baby Week and Christmas gifting in 2021 along with ongoing apparel range releases to take May Gibbs at BIG W to new heights! May Gibbs launched for the first time in Cotton On in 2020 with a range of apparel and pyjamas for babies and kids. The Summer and Winter collections proved popular with many styles quickly selling out online and in stores. A new collection is in development for late 2021. A new partnership with Spotlight Australia sees a compre-

hensive cross-category range of May Gibbs product launch in stores from March 2021. The beautiful sew and furnishing fabric range will be joined by bedding, napery and home décor items to appeal to makers and home decorators Australia-wide. Longstanding partner Kip&Co will be back in 2021 with a new range of May Gibbs bedding, home décor and apparel. The designs feature the signature Kip&Co style with detailed prints and beautiful quality we’ve come to expect from one of Australia’s leading independent homewares brands. Creative, high-end Australian fashion brand Romance Was Born continues to release exciting new capsule collections for women and men, uniquely showcasing the art of May Gibbs. With the success of the first homewares

TOTAL LICENSING AUSTRALIA Australia, will be launching a range of product in the second half of this year including confectionery, biscuits, nursery, ceramics, gifting and melamine.

collection developed exclusively for Australia Post in April 2020, a new collection is in development for Christmas 2021 and will include homewares, stationery and decorations designed by leading Australian gifting and homewares brand La La Land. The partnership with Walnut Melbourne continues in 2021 with brand new Winter and Summer children’s apparel collections releasing including the popular new Swimwear line. The collection will be ranged in Myer for the first time from April 2021. A new outdoor stage show of Snugglepot and Cuddlepie developed by Eaton Gorge Theatre Company will premiere in 2021 at Royal Botanic Gardens Sydney, Australian Botanic Gardens Mount Annan and Blue Mountains Botanic Gardens. The brand continues to be supported with strong marketing and publicity campaigns, along with continued growth of the May Gibbs Official Online Store and the social media communities. Blinky Bill – An Australian Treasure Created by Dorothy Wall in 1939, Blinky Bill is the original Aussie larrikin. The stories of Blinky Bill from ‘The Complete Adventures of Blinky Bill’ has never been out of print in Australia. The little koala with the heart of gold continues to delight audiences around the world, starring in several TV series and movies. The TV series “The Wild Adventures of Blinky Bill” is currently broadcast on Netlix. In January 2021, a Blinky Bill apparel collection from Caprice Australia and made out of 100% cotton from Cotton Australia launched at BIG W in time for Australia Day. The collection, included a range of infant, boys, girls, and Mum’s and Dad’s t-shirts for the very first time. New licensing partners including Park Avenue and Zak


Popeye – Strong to the Finish Popeye is tough, he’s fit, and he’s got grit. He’s a rugged sailor who is always up to the challenge and never backs down. Popeye is the embodiment of strength, and inspires us all to work hard, be persistent, and be “strong to the finish” – with the help of a hefty amount of spinach. The first ever Australian Popeye sportswear collection with online sportswear label, The WOD Life launched in November 2020, ahead of the Australian summer season. The limited-edition range of fashionably branded Popeye sportswear apparel for women and men includes a high-waisted booty short, fleet bra, motion shorts, slash crop, flex short and printed tank. Popeye’s heart of gold, brave and compassionate personality shines across a number of branded sports and training accessories including a scrunchie, printed socks, an immerse headband as well as a quick dry towel and a face mask covering.

The branded range also extended to training support items including wrist wraps, strength wraps, a 4-inch Velcro lifting belt as well as knee sleeves. 85th Anniversary of The Phantom Eighty-five years of Phantom history has provided a wealth of material for an 85th year anniversary commemorative diary published by Mallon Publishing. The content and design is a coherent and interesting presentation of The Phantom’s rich history. It provides an overview of how the creative spark in Lee Falk’s newspaper strip in 1936 inspired many artists, publishers, and, eventually, other writers to work on The Phantom and keep it alive until this day.

TOTAL LICENSING AUSTRALIA London Underground x Budgy Smuggler Aussies have a deep and abiding connection with London and the UK. The London Underground network or the Tube, operated by Transport for London (TFL), has been an integral part of London’s history for over 150 years and transports 1.4 billion passengers per year. New product launches from licensed partners Budgy Smuggler and Caprice Australia will be launching from June 2021 in the UK and in Australia.

Representing many of the world’s biggest names in music for Australia and New Zealand, Merchantwise Licensing is the go-to for band merchandising and licensing.   The Beatles – Get Back Beatlemaniacs can expect to learn more about Peter Jackson’s Get Back film, as well as the re-release of the original documentary classic, in time for the fiftieth anniversary of the album’s original release. A sneak peek from Peter Jackson was released to fans in November 2020 providing insight into the direction of the documentary. The film will be releasing globally in August 2021. A wide variety of licensing partners continue to celebrate The Beatles in Australia and NZ with new product releases, including puzzles from Hinkler, gifts and novelties from Rubber Road, posters and wall art from Impact! and a new range of homewares and drinkware from Licensing Essentials. Cotton On’s retail partnership with The Beatles continues to go strong with ongoing ranges of apparel, sleepwear, accessories and gifting. AC/DC – POWER UP! PWR-UP is the seventeenth studio album by Australian rock band AC/DC, released on 13 November 2020 through Columbia Records and

Sony Music Australia. It is the band’s sixteenth internationally released studio album and the seventeenth to be released in Australia. The album immediately reached the #1 spot in the charts around the globe. AC/DC fans have been snapping up a Royal Australian Mint and Australia Post coin and PNC collection commemorating milestone anniversaries of six of the band’s album releases. This year marks 45 years since the iconic rock legends put out their debut album High Voltage. This cupro-nickel colour print collection is designed to shoot to thrill and features a bonus limited edition coin.

Celebrating Bowie David Bowie is no longer with us and yet in these past five years since his passing, his star shines even brighter. January 2022 will mark Bowie’s 75th birthday. Expect major media involvement and initiatives from the estate, the label and Perryscope – including special commemorative merchandise. Manhead Merch now available in Australia for the very first time Merchantwise Licensing is pleased to be representing Manhead in Australia and NZ. Manhead is a worldwide merchandise company catering to the music and entertainment industry. High profile artists include Australia’s very own SIA, Alanis Morissette, Billy Idol, Hole, Weezer, Fall Out Boy, Garbage, The B52s and Panic! At The Disco. Look out for new fashion collaborations and other merchandise, rolling out from May 2021.



POCKET MONEY ON TOYS GOES DIGITAL Every twelve months, Kids Insights survey 21,300 kids in Australia to give an unrivaled viewpoint into the world of Australian kids, tweens and teens.


The latest data from Kids Insights shows that 12% of teenagers use or own digital currencies. Almost half of Australian tweens and teens now spend the majority of their money online. With kids now spending so much money and time online, The Insights People have launched Media Mix Compass to help brands and agencies improve the effectiveness of their advertising & media spend. The Insights People surveys more than 5000 children every week aged 3-18 in 17 countries across five continents, and in total surveys more than 340,000 kids a year. As Australia is getting the pandemic under control, kids have expressed more relaxed attitude toward the situation, which has had influence on their spending habits.They are inclined to spend more on activities which were previously hindered due to the pandemic. According to the data, in the lead up to Christmas, kids received more monthly allowances, which on average increased +35% since Q3 2020, with tweens receiving the most generous amount (AUD$359 (USD$283), +82% quarter-on-quarter increase). This results in tweens’ increasing their spending on most categories, which was spread evenly rather than focused heavily in one category. Expenditure on food, drinks and snacks has experienced an uptick of +92% since last quarter, overtaking saving to become the highest spending. At the same time, the amount of 3-9s reporting to buy licensed food in relation to their favourite movie has increased by +34% over the last 3 months. This highlights an opportunity for brands to expand their licensing offering into food products. In terms of other shopping expenses, the last quarter saw children mostly spending pocket money on fashion, toys and video-games. Amazon Australia, kids’ favourite online shop (15%), identified ‘Toys for Creativity’ and ‘Comfort in Classics’ as the two key trends last Christmas. The Kids Insights data shows that

LEGO being the favourite toys as well as most wanted new toys for kids across all age groups. Barbie ranks 4th among favourite toys of under 10s, an increase of +264% since November. Kids who favour Barbie over-index

on feeling happy frequently (50%, vs 43% average), highlighting the positive impacts of playing with dolls on kids’ well-being. Brands need to keep in mind that toy purchase related to favourite TV show

TOTAL LICENSING AUSTRALIA (38.0%), Movie (31.0%), Game (21.0%), YouTube (16.0%). For example, the number of under 13s considering Trolls to be their favourite toys has increased +100% since November. This can be attributed to the release of Australia’s Biggest Trolls Dance Party and the popularity of the new film, which was released last year. Across all age groups, 10-15s are the demographic most inclined to spend online by a slim majority (51%), which is the 3rd highest rate globally, behind UK and US. However, a slight decline of -7% in this trend was seen from November in place of a rise in offline shopping (+8%), suggestive of a gradual shift to pre-COVID spending habits. Despite being less pressing, coronavirus remains the top concern (43%) and the top topic that kids aged 10-15 discuss with their friends (4%). As kids who shop offline mostly are +22% more likely to be concerned about coronavirus, besides improving in-store shopping experiences, brands should pay more attention to enhancing store safety with a view to increasing in-store footprint. Interesting facts: Australian kids have demonstrated greater independence in spending money, even from an early age. The number of kids aged 6-9 having their parents spend money for them has fallen by +29% since October. Whilst cash remains their most preferred payment method (64%), debit card (+36%) and cash card (+73%) have increased in popularity since June, when Kids Insights began surveying Australia. Despite the rise of offline shopping, cash-less payment methods are expected to experience further growth. These methods give parents greater control over kids’ spending, and also, help kids to manage their spending better, enabling them to learn personal finance management from an early age. This growth of cash-less payment also provides opportunities for brands to integrate and utilise social shopping and DTC models to their platforms. It could be noted that older kids are more inclined to use websites to keep up-to-date with their favourite shops as they get older. Younger kids, on the other hand, demonstrate the most significant interest in using Facebook

PRESCHOOLERS (GIRLS AGES 3 - 5) FAVOURITE ONLINE SHOP Kmart 10.2% Amazon 8.8% eBay 6.8% Big W 2.7% MYER 2.7% Target 2.7% H&M 1.4% Coles 1.0% Food 1.0% Shein 1.0%

PRESCHOOLERS (BOYS AGES 3 - 5) FAVOURITE ONLINE SHOP Amazon 13.4% eBay 7.6% Kmart 6.1% Big W 2.2% ASOS 1.9% Catch 1.6% Target 1.6% Woolworths 1.6% Kogan 1.3% Nike 1.3%

KIDS (GIRLS AGES 6 - 9) FAVOURITE ONLINE SHOP Amazon 12.0% eBay 8.5% Kmart 6.0% MYER 2.7% Target 2.1% Big W 1.7% LEGO 1.5% Nike 1.5% ASOS 1.0% Smiggle 1.0%

KIDS (BOYS AGES 6 - 9) FAVOURITE ONLINE SHOP Amazon 16.6% eBay 9.0% Kmart 4.8% Adidas 2.1% Nike 2.1% Walmart 1.4% Aldi 1.2% EB Games 1.2% Rebel Sport 1.2% The Iconic 1.2%

TWEENS (GIRLS AGES 10 - 12) FAVOURITE ONLINE SHOP Amazon 15.3% eBay 7.8% Nike 3.3% Kmart 2.1% City Beach 1.8% Target 1.8% Wish 1.8% Zara 1.8% Shein 1.5% The Iconic 1.5%

TWEENS (BOYS AGES 10 - 12) FAVOURITE ONLINE SHOP Amazon 25.8% eBay 8.5% EB Games 4.6% Nike 3.9% Aldi 1.6% Target 1.6% Adidas 1.3% Coles 1.0% Google Play 1.0% Woolworths 1.0%

TEENAGERS (GIRLS AGES 13 - 18) FAVOURITE ONLINE SHOP Amazon 13.2% eBay 8.3% None 5.4% The Iconic 3.8% Shein 3.6% Cotton On 3.4% ASOS 2.6% Nike 2.3% Pretty Little Thing 1.8% Wish 1.8%

TEENAGERS (BOYS AGES 13 - 18) FAVOURITE ONLINE SHOP Amazon 18.6% eBay 12.1% Nike 5.7% JB Hi-Fi 1.7% Adidas 1.6% Coles 1.2% Culture Kings 1.0% Kmart 1.0% MYER 1.0% Wish 1.0%

and YouTube. This can be a huge opportunity for brands looking for new ways to engage with their audience and new places for media planning. Therefore, at the Insights People they try to show the power of each media type for a specific audience. In February they launched the first real-time media tool: The Media Mix Compass. It provides an independent account of kids’ media consumption which will help improve brands decision making in an increasingly fragmented ecosystem. With a 360° view of kids, tweens, and teens ecosystems, brands can segment the data on a global, country, regional, gender or age view, or by their specific attitudes, behaviors and consumption. PRESCHOOLERS (AGES 3 - 5) FAVOURITE SHOP Kmart 12.3% Big W 4.6% Target 4.0% MYER 3.5% Woolworths 1.8% Nike 1.5% Zara 1.5% Coles 1.3% Dept Store 1.0% Adidas 0.7%

Kids today have more influence and decision-making power within the home than any other previous generation. This is true for categories such as toys & games or streaming platforms as you might expect. But also, we see kids’ influence growing over many other new categories, such as the purchase of a new car.As the world becomes increasingly digitally focused with more information available, will kids’ pester power in family decision making continue to grow in influence? And will we eventually see household decisions being made at a democratic family level? How brands enter into the family conversation should be considered and activity targeted at speaking to both on a level parents and kids alike will align with.

KIDS (AGES 6 - 9) FAVOURITE SHOP Kmart 11.8% MYER 3.4% Nike 2.8% Big W 2.3% Coles 2.0% Target 2.0% EB Games 1.7% Zara 1.7% Amazon 1.6% Woolworths 1.6%

TWEENS (AGES 10 - 12) FAVOURITE SHOP Kmart 6.3% Nike 4.9% Amazon 2.7% Coles 2.2% EB Games 2.0% MYER 2.0% Adidas 1.9% Aldi 1.7% Target 1.7% Rebel 1.1%

To learn more about the Kids Insights Media Mix Compass, and to receive complimentary access to the tool and a copy of an example report please visit: www. mediamix To learn more about the attitudes, behavior and consumption patterns of kids, parents and families, and to get freemium access to the Insights People real-time data portal, please visit: https:// totallicensing/ TEENAGERS (AGES 13 - 18) FAVOURITE SHOP Nike 4.6% Kmart 3.8% MYER 3.4% EB Games 2.7% Cotton On 2.6% Coles 2.1% Zara 1.7% JB Hi-Fi 1.6% H&M 1.4% Aldi 1.3%

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It continues to be a very unpredictable time, but one constant is that consumers are looking for optimism, products and activities that provide moments of connection and joy. Disney Consumer Products has plenty of these planned for 2021. In the Disney portfolio, they start the year celebrating the 95th anniversary of Winnie the Pooh. The year-long celebration kicked off recently, but there is plenty more to come. Disney are beyond excited for the release of Raya and the last Dragon next month, an exciting, epic journey to the fantasy world of Kumandra. Raya is on a journey to track down the legendary last Dragon to restore the fractured


land and its divided people. Raya features an outstanding voice cast, including Kelly Marie Tran, Awkwafina,

Gemma Chan and Qui Nguyen and Adele Lim (of Crazy Rich Asians) wrote the screenplay.


Raya is not the only Princess with big plans this year and Disney is excited to reveal more later in the year. Also coming up for Disney, 101 Dalmatians villain Cruella will hit the big screen in 2021. Cruella is played by Emma Stone, set in and inspired by 70’s punk rock London, it is an original story that takes place prior to the events of 101 Dalmatians. It’s a unique opportunity for ‘inspired by’ products based on unique looks, icons and accessories in the film. Following the impact of Pixar Animation Studio’s Soul, released in late 2020, Luca is the next Pixar Animation Studio original film and is scheduled for release in June. It is set in the breathtaking Italian Riveria and described by the director as a “love letter to the friendships of our youth”. In exciting news for Disney+, inspired by the classic fan favourite, Monsters Inc, Monsters at Work will launch later this year. Consumers can also expect to hear plenty of noise as Disney celebrates Pixar Cars 15th anniversary in the second half of the year. Moving to Marvel, Disney has come out of the gates strong with WandaVision on Disney+ heralding “Phase Four” on the Marvel Cinematic Universe. Viewers can expect more

interconnected storylines that not only span the years to come but span mediums—including theatrical and Disney+. In 2021 they have upcoming new content releases planned including Falcon & the Winter Soldier, Loki, Avengers Mech Strike, What if…?, Shang Chi and the Legend of the Ten Rings, Spidey and his Amazing Friends. Beyond this incredible slate, another reason to celebrate is Deadpool turning 30. This key fan beat will allow Disney to

have some fun with new creative and product across all categories leaning into the character’s unique and outrageous humour. For Star Wars, following their epic Mando Mondays campaign in 2020, there are no signs of the pop culture sensation Grogu or the momentum of The Mandalorian slowing down. This will be complemented by a celebration of the first 50 years of LucasFilm, kicking off with commemorative, fan-favourite 50th anniversary Star Wars products. The launch starts in January and will continue throughout the year with special edition product releases. There will also be several new content and gaming releases scheduled for Star Wars. One of the most anticipated is the new animated series from Lucasfilm, Star Wars: The Bad Batch. Fresh off of the critically-acclaimed series finale of Star Wars: The Clone Wars, the Disney+ original series will premiere on the streaming service in May 2021. But it does not end there. Disney also has exciting plans for their Fox and new IP portfolios. Stay tuned for exciting announcements from National Geographic, ESPN, and more.



Established over 27 years ago, Haven Global represents blue chip licensors including Nickelodeon, Sanrio, Sesame Workshop, MGA Entertainment, The Pokémon Company and more for the Australian and New Zealand market, as well as representing global rights for You Tube powerhouse brands including Vlad & Niki, and CKN Toys.

VLAD & NIKI Vlad & Niki is the global preschool phenomenon and highest rated boys channel on YouTube starring the imaginative personalities and antics of brothers Vlad and Niki, who are showcased in non-stop fun adventures. Since launching on YouTube in 2018,Vlad & Niki have attracted more than 152+million subscribers worldwide, 62+ million subscribers to their English Channel and 80+ billion views, while averaging five billion monthly views on 16 channels and translated into 13 languages. Each episode is produced with a creative mix of live action, animation


and music to create comedic videos for the preschool demographic. Vlad & Niki is headed by co-founders Sergey and Victoria Vashketov, the parents of Vlad and Niki. Haven Global is leading all licensing efforts for Vlad and Niki on a worldwide basis and have a growing licensing program. Recent highlights include Zuru Toys who will release product at retail in early Summer along with Playmates Toys. In terms of fashion and branded merchandise, Haven have signed deals with the Entertainment Retail Enterprisese for North America and Evode Group Ltd for international territories. Vlad & Niki were recognized by the International Academy of Digital Arts & Sciences’ 10th Annual Lovie Awards for outstanding work in the Shortlist category. They received numerous YouTube Creative Awards, commonly known as Play Buttons, including a Ruby Play Button for 50 million subscribers; three Diamond Ruby Play Buttons for 10 million subscribers; 16 Gold Ruby Play Buttons for a million subscribers; and 16 Silver Ruby Play Buttons for one hundred thousand subscribers. Vlad is the rambunctious, adventurous and competitive older brother who enjoys playing soccer, kickboxing, and water sports. A natural performer, Vlad is obsessed with animals and, when not in school, he spends his free time hip hop dancing and singing to his favorite performers including Maroon 5 and Imagine Dragons. Vlad is in second grade and speaks English and Russian. Niki is the precocious younger brother who loves traveling,

fashion, singing, dancing, painting and being creative. In his free time he enjoys do-ityourself projects, arts and crafts, cooking and baking - pies are his favorite. Niki is in kindergarten and speaks English and Russian. Victoria is the fun-loving mother whose lively personality is essential to the Vlad & Niki storytelling. The mother of three began her career performing as a competitive gymnast in Russia. She had a reputation for being the lively, expressive gymnast showcasing her exuberant personality during competition. The Vlad & Niki video-streaming property is created, written and produced by Sergey, the boys’ father, and his wife Victoria. Before garnering viral global attention, Sergey was a successful salesman and applied his skills to help create a worldwide brand that includes international licensing deals and brand integration.

BLIPPI On a different note, Haven has added Kids entertainment sensation Blippi to their powerhouse portfolio, rounding out their partnership with Moonbug Entertainment, the largest kids digital entertainment company in the world. With over 16 billion lifetime views and 650 million monthly views, Blippi’s lively blue & orange outfit has become synonymous with the contagious curiosity that fuels the fun & educational content loved by millions of 2-6 year olds worldwide. “We are absolutely thrilled to add Blippi to our portfolio” says Tom Punch, Managing Director, Haven Global. “We have been chasing this brand for years and are delighted through our relationship with Moonbug and their recent acquisition of the brand to welcome Blippi to the Hav-

TOTAL LICENSING AUSTRALIA Mr. Men Little Miss 50th Anniversary in 2021 provides an opportunity to reflect on the role the brand has played for many generations of kids and adults across the world. Our celebrations will lead with two new characters chosen by our fans joining our family of well-loved characters and we can’t wait to see which 2 are chosen.”

en family. Jazwares was named master toy licensee late last year and the range including figures, vehicles, plush & educational sets is already off to a good start, with distribution locally by Banter Toys”. “There’s a huge amount of pent up demand for Blippi product in our market”,Yvonne King, Director, goes on to say.“Blippi’s enthusiasm is so infectious & the breadth of educational categories he covers allows us to bring the brand to life across a vast array of products”. “Bringing the beloved Blippi brand to more kids throughout the world requires trusted partners that share our vision,” said Simon Philips from Moonbug. “We are thrilled to be partnering with Haven to expand the Blippi merchandise and toy lines, and are confident that kids and families will love what we have in store for them.” Haven Global is an internationally recognised multi-award winning Australian based licensing agency established over 27 years. Haven Global represents blue chip licensors including Nickelodeon, Sanrio, Sesame Workshop, MGA Entertainment, The Pokémon Company and more for the Australian and New Zealand market, as well as representing global rights for You Tube powerhouse brands including Vlad & Niki, and CKN Toys.

MR MEN LITTLE MISS Haven Global report that the Mr. Men Little Miss will celebrate their 50th

Anniversary by inviting consumers to vote for two new characters In a world-first, fans will have the chance to cast their vote from a selection of new diverse faces and help decide on two new characters, in order to shape the next 50 years of the brand.

A family favourite for 50 years, there’s a Mr. Men Little Miss character (or two!) inside us all, with a diverse cast of over 90 characters to discover. For the first time ever, the general public will be able to decide the next characters to be turned into classic Mr. Men Little Miss books. The contenders are Mr Calm, Little Miss Brave, Mr Brilliant, Little Miss Kind and Little Miss Energy.

When the late Roger Hargreaves created the Mr. Men character, Mr. Tickle, in 1971, the book went on to sell a million copies in just three years. Adam Hargreaves, son of the original creator adds: “It’s amazing to see people are still connecting to the books after 50 years, they have always been about getting people to relate with the unique characters and identify the different traits of their own personalities, so it’s great to involve the fans and let them help shape the next 50 years of Mr. Men.” Currently one Mr. Men and Little Miss book is sold every 2.5 seconds worldwide, and lifetime sales total 250 million books. In total, Mr. Men Little Miss books are published in 17 languages worldwide. In Australia, the top selling books for 2020 including Little Miss Sunshine and Little Miss Hug. Creator Roger Hargreaves passed away in 1988 and his son, Adam Hargreaves continued the business writing and drawing the Mr. Men Little Miss books. Currently, the largest European growth markets are Greece and Israel, which have seen year on year sales double since 2017 and double sales figures since 2018 retrospectively. China is predicted to expand the Mr. Men Little Miss business with the 25% market share following doubling year on year sales

Fans can vote for their favourite via Voting closes on the 31st March, with the winners announced later in the year. Alastair McHarrie, Sanrio Licensing Director, comments: “The

TLA 49 43


NFL AND UFC ARE BIG IN AUSTRALIA IMG report that the NFL’s Australian and New Zealand-based licensing portfolio is growing with a number of recent deals. Most recently, the hugely popular U.S. league partnered with Melbourne watch designer Uncle Jack to produce limited-edition NFLbranded watches in a deal brokered by IMG. The Super Bowl Champions watch is the first to launch featuring 2021 champions, the Tampa Bay Buccaneers. This is available now through Uncle Jack’s online store. Additionally, NFL has partnered with Cotton On Group, Australia’s largest global retailer, to launch a men’s activewear collection, and The Stubby Club to launch NFLbranded barware and sports games. The latter is available from June 2021 on The Stubby Club’s online store, and includes beer growlers, beer pong tables, mini table tennis tables, and whiskey stone sets. Assassin’s Creed, one of the bestselling series in video game history, recently partnered with Licensing Essentials to launch a gifting and apparel collection in a deal brokered by IMG. The collection was aligned with


the release of the Valhalla game in November 2020 and has been selling very well. As one of the strongest pound for pound markets for the organisation, UFC in Australia continues to grow and celebrate record-breaking events, crowned champions and an evolving fan base. The region holds the record for the world’s largest attendance for an MMA event, set in October 2019 with 57,127 fans packing Melbourne’s Marvel Stadium at UFC 243: Whittaker vs. Adesanya with 57, 127. The previous record, also broken in Australia by UFC at the same stadium was UFC 193: Rousey vs. Holm in November 2015 with the attendance marked at 56, 214. In 2020, UFC not only celebrated 10 years of live events across Australia and New Zealand but a dramatic increase in social media followers, video views and engagement across all platforms. In addition to numerous worldwide deals, UFC’s new exclusive global outfitting and apparel partner, Venum, will kick off their partnership in April this year. UFC is launching new products in Australia and New Zealand through additional deals brokered by IMG. UFC recently partnered with GiftBox, Australian home and gifts retailer, to launch a collection of sleepwear, underwear, socks, gifts, accessories, and hardgoods. The line is available now in the country’s 200 GiftBox stores and online at sports/ufc. Additionally, Licensing Essentials has been appointed to launch UFC lifestyle and fan apparel and accessories, which will be available across various retail outlets in Australia and New Zealand later this year.


Making Children Superhappy! kids can ninja-chop the block to discover the treasure (1 in 10 are dipped in real gold)! Armed with bounty, the ninjas are ready to fight, explore and hunt some more.

Bluey Crowned the #1 growth property in the Aussie toy market and the winner of the 2020 Pre-School License of the Year, Bluey is capturing hearts the whole world over.

Moose exists to make children superhappy and 2021 will bring more Moose magic than ever before.

their Dream Seeker will keep them safe. With silky soft hair, posable legs and swappable shoes, each fairy doll offers endless imaginative ways to play.

Dream Seeker

Real Littles

The long-anticipated launch of Dream Seeker dolls has finally arrived. Hope, Luna and Bella are the magical best friends who help kids grow in confidence. These kind, mystical dolls share in kids’ dreams and wish for them to come true.

Teeny sized but with big play potential, Moose are sure that Real Littles will be clipped to every school bag. Super cute mini backpacks, handbags and lockers are stuffed with awesome collectable school supplies.

Dream Seekers bring an innovative kind of interaction to market. They’re modern and fashionable with a cuddly, wholesome touch. Kids can write down their dreams using the beautiful packaging, and know

The relatable take on Aussie family life has proved irresistible for adults and kids alike. Bluey encourages parents and kids to get super creative with imaginative play. From gripping board games to collectable figurines to snuggable plush toys, preschool kids can create endless worlds of their own.

Tradeable and wearable, Real Littles re full of surprises. Whether a stylish backpack with tiny stationery, a glam handbag with micro accessories or a novelty-sized school locker, Moose are sure that kids will want to collect them all.

Treasure X Ninja Hunters Unboxing doesn’t get cooler than Treasure X Ninja Hunters. Kids use the Power Sword to carve their Treasure X Ninja from wax. Once the fighter is free,

TLA 49 41

TOTAL LICENSING AUSTRALIA By Noelene Treloar, of Counsel and Adrian Trioli, Principal Adrian M Trioli Patent and Trade Mark Attorney

Top Three Tips for Licensing Trade Marks in the Toy Industry**

Noelene Treloar The Toy Industry is increasingly relying on intellectual property (IP) to protect innovation and to use as part of a licensing strategy to increase sales revenue opportunities and maximise exposure to new customers throughout the world. Trade marks are one form of IP and play a key role in brand recognition for toy products. As an extension to our Total Licensing March 2020 article on “Protecting Innovation in the Toy Industry – Intellectual Property 101” (click here to view], we outline below our Top 3 Tips for Licensing Trade Marks in the Toy Industry.** Trade Marks A trade mark is a ‘sign’ used to distinguish the goods and services of one trader from another – it is a bade of commercial origin. A ‘sign’ can take many forms including any letter, word, name, signature, numeral, device, brand, heading, label, ticket, aspect of packaging, shape, colour, sound or scent. Trade marks may be registered or unregistered. Each territory has its own trade mark registration


process and procedure, and there are generally similarities in approach between major trading regions. For example, when trade mark rights are acquired through a trade mark registration process, the mark will commonly be classified into a subcategory of 45 different classes – 34 classes for goods, and 11 classed for services. Toys and playthings are classified in class 28, books in class 16, clothing and headgear in class 25, and software products in class 9. Registration of a trade mark provides an owner* with significant legal rights of potentially indefinite duration. This includes the ability to bring infringement proceedings against unauthorised persons using the same or similar trade mark on goods and services covered by a trade mark registration. Licensing When considering whether to licence the trade marks associated with your toy product, we recommend the top 3 considerations outlined below. However, it is important to note that there are many other factors to consider when entering into a licencing arrangement including realistically assessing whether the toy product would benefit from a licensing strategy, whether the licence is exclusive or non-exclusive, the term of any licence, royalties and advances, product exclusions etc List the Trade Marks in a Licence Agreement Preparing for negotiations relating to the Licence Agreement can provide the licensor with a timely reminder to review their

portfolio and identify any gaps in protection. Whether registered or unregistered, a License Agreement should specifically list the trade marks being licensed by the licensor, the relevant goods or services the subject of the licence (i.e. the licensed product) and the territory. This will help to avoid any confusion between the licensor and the licensee on whether appropriate rights have been granted. The simplest approach is to set out the details in the Schedule to an overarching Licence Agreement. Alternatively, the parties may decide to enter into a separate Trade Mark Licence Agreement specifically addressing aspects associated with the licence of the trade mark rights by the licensor. Register Your Trade Marks We recommend that you take steps to register your trade marks in your territories of interest, and in the territories that any licensee is authorised to offer, manufacture, distribute or sell the toy product. The registered marks should be for the key goods and services relevant for the trade mark and the licensor should consider any brand extension categories for the toy product – with food being a popular expansion category at the moment given the stay-at-home directives.

TOTAL LICENSING AUSTRALIA The Licence Agreement should then include details of the registered trade marks (or trade mark applications); responsibility for renewals; responsibility for management of infringement proceedings and notification of similar marks; confirmation that the licensee will not challenge the validity of the trade marks; confirmation that any reputation or goodwill generated through the use of the trade marks by the licensee belongs to the licensor and will be assigned on termination of the licence; and quality standards (see below). Quality Control and Use Requirements Any authorised use of the trade mark by the licensee will reflect upon the licensor. It is therefore important for a licensor to provide the licensee with guidelines on how the trade mark may be used in relation to the licensed goods/services. The aim is for the trade mark to be used on behalf of the licensor in a consistent manner across all products, packaging, labelling, promotion, Winter 2021

March 2021

• Register your trade marks in the territories of interest and across all goods and services of interest; and

communications, advertising, sales and territories. A Licence Agreement should also outline the quality control requirements for the use of the trade mark. The licensor should closely review the licensed goods/services throughout the duration of the Licence Agreement and provide feedback to the licensee. Failure to do so by the licensor may result in the licensor losing control of the trade mark. Summary Trade marks are one form of IP and play a key role in brand recognition for toy products. Trade marks can be licensed to increase sales revenue opportunities and maximise exposure to new customers throughout the world. While there are many factors to consider when licensing trade marks associated with your toy product, our top 3 suggestions to consider are • List the trade marks in the Licence Agreement;

• Include quality control and use requirements in the Licence Agreement. What other categories can your toy brand expand into? *Note: This article assumes that you have conducted your due diligent to confirm that you own all IP rights in your toy product. This should be done before you enter into any Licence Agreement. **Note: This article has been prepared for general information purposes only and not for the purposes of providing legal advice. Please contact the authors if you require assistance in Australia or New Zealand (www.adriantrioli. com). Noelene Treloar will also be participating in the Virtual Australian Toy Fair from 1-5 March 2021. Otherwise, please liaise with your local IP Counsel to put measures in place to best protect your IP.



June 2020



Fall/Autumn 2020


Magazines covering the world of licensing Total Licensing • Total Brand Licensing • Total Licensing China • Total Licensing Australia • Total Art Licensing





March 2020

Spring 2020




October 十月 2020

Winter 2020


TLA 49 47


TOY FAIR GOES DIGITAL! The Toy Hobby and Licensing Fair is the largest annual trade fair for the industry in Australia. The Fair provides a platform to forge new partnerships, build on current relationships, network with peers and get a glimpse of what is hot and new set to hit Australian shores. In common with so many events last year and this year, for 2021 the Australian Toy Hobby and Licensing Fair will go Digital. This provides a safe and effective platform for members and attendees to do business, source product and meet new and current clients. The event, running from 1st to 5th March comprises more than 70 exhibitors, a number of business sessions, and a 2021 Awards Program. Among the various session taking place, The Insights People will be hosting a panel discussion on the building blocks for forecasting the future and Frederique Tutt, Global Toys Industry Advisor, NPD will present on the Australian toy market in a global context. Further sessions cover high impact

Exhibitors A & O Distribution All Brands Toys ARL (Toyworld) Artiwood Australia Australian Toy Distributors Axis Toys Bensons Trading Company Big Balloon Big Wheel Toys Bright Wonders Childsmart Connetix Tiles Crazy Skates Company Diecast Distributors Australia Divisible By Zero Eureka Concepts European Education All Group Even Toys and Games Explore Nook Fairy Girls Foreden Funbox Funrise Australia


influencer marketing, what’s driving Mums to buy today and a session by Bruce Pearce from Veality and Isabel Wu of Meta Management who will discuss the rapidly advancing technologies and digital transformation. Finally, a session by Impace Merch, The Reject Shop and Dependable Solutions will present the emergence of the value chain and how it will interact with brands and licensing. The annual ATA Awards Ceremony will take place on Monday 1st March with the support of Toy & Hobby Retailer and Just Kidding Magazine.

The ATA Program of Awards is an integral part of the Australian Toy Hobby & Licensing Fair as it aims to celebrate the outstanding performances achieved by the industry through products, licenses and individual successes. In terms of the Licensed Property awards, five separate trophy awards will be presented for Boys License of the Year, Girls License of the Year, Best Promotional Campaign, Pre-School License of the Year and Boutique License of the Year – Entertainment and Character.

Geek X Distribution Geomagworld Australia Happy Distribution Happy Planet Toys Headstart International Heebie Jeebies House of Marbles Huckleberry Hunter Products Impact Merch. Innovation First International Jasnor Australia Johnco Productions Knock on Wood Toys La Belle Toys LEGO Australia Let’s Play Games Distribution Loumet MADMIA Mattel Merchantwise Mizzie the Kangaroo MJM Australia Imports Modern Brands Moose Toys My Creative Box

Plum Products Australia Pouch Australia Rhino Rhino Spin Master Squatter - Australia’s Classic Game Theatrix Magic Stuff Tiger Tribe Tinc Retail Australia TNW Australia Toy Networx U. Games Australia Ugears Australia ViacomCBS VR Distribution VTech Electronics Wild Republic Australasia Windspeed Kites Winning Moves Yipose Trading Company Zimbler List correct as at 18 February. Visitors should log onto exhibitor-listing for up to date exhibitor information.

TOTAL LICENSING AUSTRALIA All Brands Toys All Brands Toys has been a toy importer/wholesaler to the independent trade for over 30 years. The company was formally known as Bobmac & Coleman in 1982 before All Brands Toys was formed in 2006. They have been constantly at the forefront of providing safe, quality toys to the Australian and South Pacific markets. Their extensive experience and logistical network ensure we have access to the latest and greatest toys that are currently available. The company distributes many high profile brands and licensed product which include Bosch, Caterpillar, Bunch o Balloons, Hot Wheels, Vtech, Barbie, Tonka, Ty Beanies, Fisher Price, Xshot, Playdoh, Intex, Baby Born, Wahu and more.

of our buying power stemming from their relationships with major international and marketing leading suppliers; such as LEGO, Nike, adidas, Hasbro and Asics. The principal activities of ARL include the licensing of the ARL owned brands; Camping World, Compleat Angler, Mensland, Shoex, SportsPower and Toyworld and providing members with retail and marketing services. These services include access to team rates from selected third party services, campaign marketing, promotions, brand support and a centralised accounting system. ARL operates as a low-cost co-operative and being a member of ARL means being a part of a group of likeminded retailers, backed by a National Support Office with the experience and knowledge to help you grow your business. Artiwood Australia Artiwood Australia is an award-winning importer, distributor and wholesaler of eco-friendly, educational toys and baby accessories. They have been proudly Australian owned and oper-

They are distributors in Australia for companies like Zuru, Spin Master and other overseas companies. They also distribute products from many Australian suppliers which include Mattel, Hasbro, Moose Enterprises, Tomy, Crayola and many others. ARL Established in 1956, ARL is a co-operative buying group that was founded to provide a range of services and benefits to independent retailers. It

provides members the opportunity to trade under their iconic trademarks, leveraging the consumer awareness of popular brands; such as Toyworld and SportsPower with the added benefit

ated since 1999. Products are sold in store and online with reputable, independent retailers nationwide. The business began as the personal passion of founder, John Daniels. For many years he helped small family-owned handicraft manufacturers in rural Sri Lanka bring their products to market. The same commitment to high-quality, ethically sourced, safe and creative products remains at the heart of Artiwood’s business two decades later. This means they are committed to sourcing the world’s

best eco-friendly products for our approved stockists; focused on delivering world-class customer service with a boutique flair; a focus that saw us awarded Toy Supplier of the Year in 2016; passionate about finding and promoting toys that truly spark the imagination. This includes toys voted Toy of the Year in 2016, 2017 and 2020; and dedicated to supporting entreprenurial Australian companies like Kidstart, The WeDo Game, and The Freckled Frog. Australian Toy Distributors Australian Toy Distributors are one of the most respected toy wholesalers in Australia, with over 25 years of industry relationships and supplier knowledge. They strive to deliver the best quality toys for kids from around the globe at highly competitive prices, ensuring their clients receive the most popular products in the toy marketplace.

Australian Toy Distributors have exclusive rights to American Plastic Toys, Casdon Toys, Monarch, Wahu, Fisher Price and more, including powerhouse brands such as Hasbro and Britz’n Pieces. Axis Toys Since 2004, Axis Toys has specialised in distributing quality imports for Australia and New Zealand within the toy, gift and lifestyle markets sourced from Scandinavia, Germany, Spain and China. Their quality product range is primarily niche oriented - each product bringing a very strong point of difference to its category. Axis Toys is the exclusive distributor in Australia and New Zealand for


TOTAL LICENSING AUSTRALIA Friends, Peppa Pig, Hello Kitty, Sesame Street, Paw Patrol, Doctor Who and Pokemon.

Lundby, Sassi, Micki, Hess, Miniland, Astrup / Mama Memo, Plasto, in-wood, Loch Ness Toys, Pippi Longstocking, Skrallan, Kruselings, Eguchi Toys, Hess, WWF and Yogi Fun. They work closely with their suppliers to bring an appropriate offering to market and initiate new developments where appropriate. They are also the developers of the ColourAway and Scribbla brands and co-founder of the in-wood range. Axis Toys also acts as the agent for premier plush brand Steiff in Australia and New Zealand. Axis has an active publicity and social marketing campaign. This allows them to work alongside their customers to provide further tools to leverage their exposure. All their suppliers’ products conform to the latest safety standards and they are able to supply disclaimers for each supplier to verify this fact. Bensons Trading Bensons Trading imports and manufactures licensed toys, novelties, plush, showbags and is an appointed distributor of MGA supplying LOL Surprise, Baby Born and Little Tikes. Bensons cover all major product categories, including slime and putty, fashion accessories, RC, stationery, squishy and splat, and a range of gift items. In all, Bensons have more than 3500 items with brands including Thomas &

Big Balloon Launched in December 2010, the two founders of Big Balloon have set out to create a distribution company that will add value to both retail and supplier relationships through market leading customer service, exhaustive multi-level marketing and a keen focus on speed to market. Big Balloon has a small passionate

Bright Wonders Bright Wonders is a market leading toy wholesale distributor of European brands in Australia. Their brands include Janod, Kaloo, HABA, Fiesta Crafts, Lilliputiens, Playforever, Baghera, Button Bag, Trauffer and Rubbabu.

team whose objective is to launch, build and deliver long term sustainability across all brands. Big Balloon’s expertise in sales and marketing focuses on developing ranges in multiple categories including preschool, plush, girls’ toys, boy action, licensed, branded toys and outdoor toys. Big Wheel Toys Big Wheel Toys is all about providing fun.Toys are their passion and they are proud to distribute what we consider

to be some of the world’s leading toy and lifestyle brands in the Australian


market. The company focuses on building longterm value with their brand partners. Just like a Ferris Wheel’s revolving wheel, they are continuously on-themove seeking opportunities for their clients to achieve smart, sustainable growth. They travel the world sourcing the very best toys and products, ensuring consumers always have access to the top trending toys from around the globe. From their warehouse in Melbourne, Australia, they supply all the top retailers across the country, allowing them to bring a little fun and joy into consumers’ homes.

Established in 2004, they are focused on providing great products and service and are passionate about the brands they support. Childsmart From humble beginnings in 2002, Childsmart has grown to become the leading distributor of premium products for parents and children. Their mission is to continuously introduce high quality, innovative, fun and safe products to consumers in the nursery and kids space. Childsmart’s aim is to

bring brands and products that meet the everyday needs of parents, whilst adding a touch of innovation and exquisite design. Their brands are carefully selected to ensure retailers are provided with products differentiated from mass produced commodity lines

TOTAL LICENSING AUSTRALIA while sticking to their core principles. Their focus is for parents to trust that they can help them grow and nurture their children, from the baby stage through to their childhood years. Childsmart has become a smart-thinking leader in its category with a strong commitment to being one of the most trusted providers in the industry. Concentrating on providing satisfaction to retailers, brands and family homes is of utmost importance. Connetix Tiles Connetix Tiles is a Perth based company that has quickly become a recognised name worldwide for magnetic tiles. Featuring a unique bevelled surface, strong magnets and a more scratch resistant surface, Connetix are

favoured by parents, educators and allied health professionals. Made using non-toxic, ABS food grade plastic that is BPA and Phthalate free, Connetix include ultrasonic welding and rivets for extra safety, and have undertaken all the necessary testing required to be sold worldwide. Launched in 2019 by an experienced teacher and a skilled mechanical designer/entrepreneur, this high quality, open-ended product will be enjoyed by families for years to come.

Connetix are open-ended toys designed to support children as they learn and develop. As an educational resource, Connetix are valued to foster creativity and imagination, encourage cognitive development, problem solving, spatial awareness, hand-eye coordination, fine and gross motor skills, alongside language and communication skills - all through PLAY. 2020 saw Connetix launch 4 new products worldwide, including the popular 92pc Ball Run Pack. Marketed as the ultimate Connetix play set, the 212pc Mega Pack includes every shape in every colour plus new hexagon tiles and 2 purple motion bases. Along with the Ball Run and Mega Packs, other releases in 2020 included the 40pc Expansion Pack comprising of squares to extend creations and the 2pc Base Plate Pack that includes powerful magnetic building plates, allowing children to build twice as tall. Another highlight of 2020 was the crowning of the Connetix 100pc Creative Pack as one of the 10 Hottest Toys for Christmas for 3-5year olds by Mama Mag and the ATA. Crazy Skate Company The Crazy Skate Company was founded in 2004. Company Director John Moore owned and operated a number of roller-skating facilities and saw an opportunity to produce and market innovative, high quality products to the

2011, the brand was launched in the United States of America. Since then, they have established a company and licensed distribution facility to cater for the needs of the North American market. The brand, under the guidance of CEO Trent Carter has continued to grow from strength to strength each year. They take the time to develop relationships with their retail partners that enable them to form a strong foundation in each market they enter. They believe that they have the right mix of developing relationships and understanding technology. Their considered approach to the integration of both gives their products a high retail efficacy in quality and profit! The Crazy Skate Company is a young and progressive brand that understands the ideals and importance of doing business in this technological age while simultaneously respecting the age old traditions of developing and maintaining loyal relationships with retail partners and customers. Diecast Distributors Australia

Diecast Distributors Australia specialises in the import and distribution of diecast collectables. They work with Australia’s broadest range of diecast including; Greenlight, Acme, Jada, Motormax, Newray, Hot Wheels, Movie, Motorbikes, Trucks, Plastic Kits, M2 & accessories including display cases. Their own DDA Collectibles series of Australian models is ever expanding. Divisible by Zero Divisible by Zero’s Fascinations Met-

industry. With an eye for detail and an intimate understanding of the industry and the needs of the end consumer the Crazy Skate Company was born. Initially working within Australia, the popularity and reputation of the brand spread to overseas markets and in



al Earth range has continued to grow with the recent introduction of some new models. In the ICONX range the company now has R2D2, Boba Fett, Darth Vader, Stormtrooper, Hogwarts Castle and coming next month is The Child from The Mandalorian. In the standard range they have Star Wars Speeder Bike. Eureka Concepts Eureka Concepts has been a Sydney-based boutique wholesaler since 2009. They work with independent and specialist retailers and have a number of exclusive brands including Ezyroller ride on range. Wikki Stix craft, learn and play and Senseez vibrating cushions.

European Educational All Group European Education All Group serves as a distribution platform for top European toy brands who supply Kindergartens and daycare institutions in


the Asia Pacific region. They provide high-quality products that without exception meet all safety, ecological and educational requirements. All their products meet the latest international quality standards and EEG continuously strives to increase the product portfolio, adding more European brands for our customers to select. Children all around the globe deserve high-quality learning materials. Education is the key to make the world a better place and to prevent further damage to our planet. At EEG, they dream of a world of less poverty, sustainable growth and equal chances for everyone. Their biggest contribution to society is to inspire children to learn through play and help them realize their full potential. EEG offers the best of European early Education, aiming to stimulate the development of 21st century skills of little learners in Asia-Pacific. Even Toys and Games At this year’s Toy Fair, Even Toys and Games will be adding to their growing range of puzzle games with two new releases - Illusion Cubes and Colour Blocks. These games follow on from their highly success The Genius Square, winner of 2020 Product of the Year.

to keep children company at bedtime. Even are releasing Dolphin, Turtle, Whale, Shark and Koala in 35.5 cm and 14 cm versions, available from May 2021. Explore Nook Explore Nook is a family-owned business based on the Sunshine Coast in Queensland. They are passionate about designing natural toys that foster open-ended play opportunities for children. When they design resources they want children to feel their innate sense of curiosity and wonder awak-

ened, inviting them to play. Explore Nook’s natural resources will support customers to create inspiring learning play spaces for children, in either their homes or an early learning setting. Fairy Girls Fairy Girls are wholesale distributors of designer dress up costumes. Fairy Girls and Little Heroes costumes are made for children and designed to be played in. They want little ones to feel free and wild in their costumes. There is nothing more beautiful and inspiring to watch as a child creates an imaginary world for themselves and

Gold is a new card game that will be released before Toy Fair. With strong pre release sales Even Toys and Games are expecting Gold to be a popular family card game. A major release for 2021 is NightBuddies , a collection of soft toys with light-up eyes, designed

TOTAL LICENSING AUSTRALIA then joyously becomes the character. Fairy Girls love the cheeky smiles and squeals of delight.The enthusiasm children have for role play and fantasy is a major part of childhood. Foreden Foreden is a team consisting of three ‘picky’ mums, who used to be an interior designer,a makeup artist and a fashion buyer. They are very critical about choosing products for their kids. They want something with both unique design and great quality and want to ensure they pick only the best they can afford. In order to achieve

this, they have spent a lot time digging into different markets. The result is Foreden, from their collection created for their own kids. Their products are chosen from all around the world, doesn’t matter how far or how nameless it is, they will dig them out and bring them to Foreden. FunBox FunBox specialises in producing fun, exciting and mess-free activity packs for kids. They produce unique and engaging activities and each activity comes individually packaged with everything needed for that activity, utilising re-sealable packaging, allowing for less mess and easy pack-up. Most products have easy distribution with minimal staff supervision re-

quired and all have been designed and developed by a professional team of teachers, occupational therapists and educators. All products are kids-safe and meet with strict Australian standards and there is a large range with new activities added regularly. Funrise Funrise delivers fun for kids of all ages! The Funrise portfolio consists of brands including Caterpillar Construction toys; BFF Bright Fairy Friends

dolls, Gazillion Premium Bubbles, Fart Ninjas and Mighty Fleet vehicles. Caterpillar is known the world over for quality, durability, and being tough, authentic, and bold. Cat toys are no different. The toys provide an immersive play experience placing children in the middle of the action by controlling the vehicle’s every move just like the real thing Gazillion Premium Bubbles delivers magical moments with superior quality solution and innovative bubbles toys, which allow children to blow perfect bubbles every single time.

Each BFF fairy comes housed in its very own fairy home with bright, motion activated twinkle lights. Children can also use their fairy home as a night light Fart Ninjas is the gross out boys brand that allows boys to “surprise and disgust” their friends when they least expect it! There are over 30 figures to collect, each with a unique expression

and 10 realistic motion-activated fart sounds. Finally, Mighty Fleet vehicles are built for rugged fun. Each vehicle comes equipped with different features, ranging from working parts to hyper-lighting and realistic sound effects! Vehicles include Search/Rescue and Urban vehicles including Fire trucks, Police Cars, Garbage trucks, Ambulances, Cherry Pickers and more! Geek X Geek X distributes anime/pop culture figures and merchandise. Their aim is to bridge the game between the Australian, US and Asian markets and to reduce the price points, thus making them more affordable and increasing both satisfaction of current collectors, as well as opening the doors to new customers. Geomagworld Australia In 1998, Geomagworld invented the first magnetic construction toy. Simple elements such as magnetic rods and metal spheres are held together by a magical force of attraction to build amazing structures, unleashing creativity and imagination as children play.

Over the years, millions of people have played with Geomagworld products and have realised that magnetism is just one of the many invisible forces but bring life to the Geomagworld platforms. Creativity, intelligence, the human mind, magnetism and even gravity are all natural energies and forces that cannot be seen but make all the play activities with our products fun and educational. Happy Distribution Happy Distribution is a wholesale distributor of award winning, quality educational toys. They strive to provide the highest quality service and products to both their customers and end consumers. Partnering with Happy Distribution



means that customers save valuable time that would otherwise be spent sourcing products from multiple distributors. They have done the hard work for customers and compiled the highest quality products all on one website to make stocking a toy business a quick and easy process, without sacrificing quality standards. Happy Distribution’s products are designed with a focus on developing children’s imagination and learning. Their mission is to bring innovative new products to market that delight and engage children and make learning fun! Happy Planet Toys Happy Planet Toys is a unique Australian family business, creating exciting, engaging and sustainable toys, made from 100% recycled Australian milk bottles. The company was founded in 2019 by Australian mum-of-three, Miranda Davidson. Like so many Australian families, Miranda was acutely aware of the need to be more eco-conscious in her shopping choices, without denying her children the joy of new toys. It was this desire that inspired her to create a uniquely Australian, sustainable range of toys, that is not only made from 100% recycled materials, but is also fully recyclable. Fully designed and manufactured in Australia, Happy Planet Toys is proudly supporting the local circular economy, with toys that truly help reduce Australia’s plastic waste problem.

Happy Planet’s classic toys are designed with engaging functionality to spark imaginations and inspire fun. With cute and colourful characters, the toys also encourage children to connect with oceans and marine life. At this year’s digital Toy Fair, Happy Planet will have their flagship Reef Express Bath Toy Set on display, which receives consistently strong, positive feedback, as well as their Reef Rescue Crew characters and our new Octopus-themed stacking bath cup set, ‘Octo-buoy’. Headstart International Headstart International is one of the largest toy companies in Australia, representing many great toy companies as a distribution partner as well as developing and distributing their own brands.

House of Marbles House of Marbles are makers and purveyors of a world-famous range of glass marbles, board games, classic

From classics such as TMNT, Tonka and Care Bears, to fan favourites Disney, Sesame Street and The Wiggles, to more recent hits such as Baby Shark, Love Diana and Resoftables – Headstart carries a wide range of brands across a multitude of categories and toys, puzzles, pastimes and decorative accessories for the home and garden. They have been designing, making and selling fun and entertaining products since 1973, when their founder began making board games in his workshop to sell at local craft fairs. Today they have a large trade and retail presence with their headquarters and visitor site in Devon, England. age groups. 2021 brings lot of exciting new brand launches, ranging from Disney Hooyay for the littlies, to Space Jam for the big kids! Headstart passionately believes in the power of their brands, and the ability to find new and better ways to connect their brands to consumers through meaningful relationships with retail, media and partners.


Heebie Jeebies Heebie Jeebies create toys and geeky gear for all ages. Brands include Mrs Green gardening for young and old, Quack, traditional toys and craft, Liquifly, rocket science, Smart Brain Games and Pop, giant bubbles! Additional lines include Chameleon with colour

Huckleberry Designs Huckleberry designs and creates unique gifts and sensory experiences

TOTAL LICENSING AUSTRALIA for kids all the way through to adults. And everything is designed, assembled and packaged in Australia. Huckleberry is now stocked all around Australia and expanding internationally. Hunter Products Hunter Products is one of the world’s leading importers of today’s best toys, sporting goods, fitness equipment, and aquatic accessories along with a huge range of licensed products. Hunter values highly their overseas relationships and their reputation forged over three decades in the business. They constantly travel the world sourcing products and establishing alli-

ances with overseas partners. Hunter Products is committed to bringing the best products at the best prices to the nation’s leading retailers. They take pride in their innovative approach, ability to spot trends, on time delivery and service to customers. Leading brands in the Hunter Products portfolio include FGTeeV, Shimmer n Sparkle, Ballerina Dreams, Disney Novelty and Gemex - the brand new innovative range. Impact Merch Impact produce and distribute a wide range of licensed merchandise. Product includes posters, stationery, jigsaw puzzles, calendars, mugs and door mats. Key brands include Marvel, Disney, Trolls, Harry Potter, Pusheen, Star Wars, Stranger Things, Bluey and K-Pop band BTS. Impact’s focus is generally on more adult-orientated merchandise and brands. Product is available for Australia and New Zealand.

Innovations First Inventors of Hexbug Toys and Vex Robotics, Innovation First is a leading name in robotics and STEM toys.Along with their award winning products they distribute Simba Toys, including Steffi & Evi, ABC, Smoby, Big, Aquaplay and Corolle Dolls. They also range Spy X, Lottie Dolls, Hama, Scentco, O2 Cool water bottles and multi award winning Silverlit Robots and toys.

Jasnor Founded in 1988, Jasnor is one of Australasia’s leading distributors of quality and innovative toys and gifts with a reputation for providing value for money combined with a high level of service, experience, and expertise. Retailers seeking quality gifts, educational toys, plush, and leading licensed brands work with the extensive range available through Jasnor. Customers in Australia and New Zealand regard Jasnor as a highly respected member of their industry sector.

supported by an experienced management and superior service. Jasnor is located close to Melbourne’s CBD in a modern building incorporating a distribution centre, showroom and office. The total environment distribution centre, office, and showroom - allows all facets of the business to operate at a high level of efficiency. The story first began in 1988 when, with her children at school, Sherrie was looking for a flexible business that offered good opportunities for growth and the chance to work with product she admired. By 1994, the business had grown to the point that Sherrie’s husband Noel, with a background in toys and gifts, joined the company. As the company grew the team at Jasnor expanded and they have been instrumental in the growth and progression of the company. “Our business could not have been as successful over the years without a terrific team of people in all areas,” Noel comments. “Our ethos has always remained the same - classic toys and gifts that represent long-term quality and style”, Sherrie adds. “I’m proud to say we have become the leaders in this area, and we’re looking forward to even more future success.” In 2018 Jasnor celebrated an impressive 30 years of quality gift-giving. Since its humble beginnings in 1988, Jasnor has grown to great heights; setting the standard for quality gifts, collectibles and nursery items and becoming one of the industry’s best-known suppliers. Johnco Productions Igniting kids’ imaginations, Johnco is a leading distributer of quality toys with a strong focus on STEM principles. Johnco distribute the global brands

When dealing with Jasnor, customers know they are buying a quality story


TOTAL LICENSING AUSTRALIA 4M and Avenir. Products include educational science kits, creative art and craft kits, speedster metal ride-ons, novelty products, books and more.

role playing games, card games, gaming accessories and organised play kits. They are staffed by game experts with a deep personal and professional commitment to building gaming communities across Australia.

Knock On Wood Knock On Wood Toys was started in 2013 out of a love for quality wooden toys and a desire to bring together an extensive range of the best handpicked wooden toys from around the world.

Loumet Loumet was established in 1962 by the late company founder Luciano “Louie” Metti. The company’s first decade of producGowi Toys of Austria and Viga Wooden Toys. Their range includes educational toys, quality wooden toys, puzzles, musical instruments, dolls, doll house/furniture, doll prams, puppets, role play, building blocks, animal replicas, sports items, games, novelties and more.

After two years of online only sales, Knock on Wood opened its first retail premises at Sinnamon Park. So many of their customers wanted to see and explore the toys close up. Their bricks and mortor adventure began and they grew so much that they couldn’t fit anymore toys in their store or warehouse. In October 2017, they took the leap across the road to much larger premises at 532 Seventeen Mile Rocks Rd. They now have a shop front visible from the road and an enormous activity room for birthday parties, craft, music and loads of fun. They are a small family-owned business that tries to select the best quality toys that cannot be found everywhere. Craig operates the business on a dayto-day basis while you’ll see Kate and boys in store on weekends. There is also a wonderful team of retail assistants, Janine, Bronwyn, Kelly and Miranda who are all wooden toy enthusiasts ready to help. They pride themselves on offering excellent customer service. Online orders are shipped within 1 - 2 business days. The company takes care how they package so they can ensure it gets to customers safe and sound. Both children and adults enjoy the instore demo toys. La Belle Toys La Belle Toys is the exclusive distribuutor for the Fun Factory Wooden Toys,


LEGO Australia LEGO bricks help grow children’s imagination and creativity, with incredible toys that encourage exploration and fun adventures in building. From toddlers to experienced teen builders,

LEGO bricks has something to offer all curious minds. Let’s Play Games Distribution Let’s Play Games is Australia’s premier distributor of specialist board games,

tion focused on dolls and toys, establishing the very first range of Australian Made soft plastic dolls under the brand “The House of Metti”. Of note, the very first plastic toy version of Australia’s popular children’s character Humphrey B. Bear was manufactured during this time. In the mid 1970’s Loumet moved into ball manufacturing, selling off its doll division and quickly becoming the market leader in distributing play and sports balls to the Australian toy industry, manufacturing and distributing over 10,000 balls a day at its own purpose-built facility in Stepney South Australia. Extended ranges followed with Loumet manufacturing a range of novelty balls, space hoppers, moon hoppers, traffic cones, hula hoops and rhythmic gymnastics balls. Buoyed by the success and momentum of its first 30 years of manufacturing, the 1990’s saw Loumet expand its rotational moulding capabilities and establish the foundation of what is now acknowledged as, Loumet Marine and Loumet Fitness. While the Marine division saw Loumet develop the world’s 1st production technique of making marine fenders with a cen-

TOTAL LICENSING AUSTRALIA tral hole, it is their fitness division that has put the company at the forefront of manufacturing in this industry, as they became a recognized world leader in the production of premium professional grade exercise balls (a.k.a. Fitness, Stability, Swiss and Gym balls) and exercise products. All Loumet products are Australian made and 100% free of Phthalates, latex, lead and BPA. Loumet is still based in Stepney South Australia and run by second and third generation family members. In more recent years they have expanded into importing a broad range of Outdoor Toys through their strong relationship with international companies and brands. Under the company Loumet Toys they have expanded their offering which has allowed them to become a strong leader in the Australian toy market. MADMIA Proudly born in Australia, MADMIA is a playful crazy socks brand that creates colourful socks with the aim to inspire creativity and self-expression. With an ethos of ‘Why fit in when you were born to stand out?’, MADMIA is passionate about producing silly socks that are truly extraordinary! In the world of MADMIA, match-

ing crazy socks are boring, but mixing them with different patterns and bright colours is super cool. That is why MADMIA started by designing mismatched crazy socks in each pair sold, allowing customers to style them in their own creative way. Mattel Mattel is the owner of one of the strongest portfolios of children’s and family entertainment franchises in the

world. Their iconic brands have been inspiring generations of consumers and have deep emotional connections with a large fan base of children everywhere. Their brand portfolio has a range of categories such as Dolls,Vehi-

cles, Infant, Toddler and Preschool, Action Figures, Games, Construction and Plush, and includes popular intellectual properties that they own or license in partnership with global entertainment companies. Key brands include Barbie, Hot Wheels, Fisher Price and American Girl. Merchantwise Merchantwise Licensing is a leading brand licensing and merchandising agency in Australia and New Zealand. Since 1999, they have supported many of the world’s best loved brands from the world of entertainment, sports, tourism and leisure, developing compelling brand extensions and retail programs for consumers from infants to adults.

Every great brand has its own unique personality. Merchantwise gets to know them, understands their quirks, protects them, sings their praises and helps them make new friends. All Merchantwise brands are strategically managed to drive consumer affinity, maximize revenue and enhance brand equity. See specific Merchantwise feature starts page 9.

Mizzie The Kangaroo Mizzie The Kangaroo is the award-winning home of Australia’s Original Natural Teething Toy and Educational Toys. Mizzie The Kangaroo is a friendly and fun kangaroo character who was born to help little ones aged, 0-3+ years, develop Through Fun. Every Mizzie toy is purposefully designed by Aussie parents to stimulate a sensory or core skill in a fun and engaging way.

This year at Digital Toy Fair, along with its core natural teethers and educational products for babies and toddlers, Mizzie The Kangaroo will be showcasing its first Australian-made product. Made in Queensland, the Mizzie Memory Match is assembled in partnership with Multicap’s Makeables, an organisation providing jobs for people living with a disability. The Jumbo-sized Mizzie Memory Match is a multi-level, 4-games-in-1 Memory Match and Flash Card game designed to flourish toddler’s minds. The Mizzie team will be available all week of the Digital Toy Fair by appointment. They will be doing some ‘live demonstrations’ of their products. Mizzie The Kangaroo is now also open and excited to chat all things licensing and animation, and to bring new and exciting products to life throughout 2021. MJM Australia MJM Australia is an Australian owned family business who are wholesale


TOTAL LICENSING AUSTRALIA Not satisfied to stop at toys, they have also stretched themselves into creating content, entertainment and making epic worldwide licensing deals. Moose’s head office is in Melbourne,

and distribution specialists in the toy industry. With over 50 years’ experience, their name is synonymous with both licensed and non-licensed products. They pride ourselves in manufacturing and distributing quality, value for money puzzles and games that we are truly passionate about. Their range is constantly expanding and there is something for everyone at MJM Australia. Modern Brands Modern Brands is the exclusive distributor for Australia and New Zealand of world-leading retail toy and

entertainment brands. Modern Brands supply to all retail channels - major/ grocery, toy specialty, nursery, pharmacy and gifts. Modern Brands proudly represents some of the best quality toys from all over the world including Sylvanian Families, Schleich, Melissa & Doug, Ravensburger, Brio, Eurotrike, Playmobil and more. Moose Toys Moose Toys dominate the collectibles, craft, dolls, games and youth electronics categories. They shook up the industry with Mighty Beanz and Shopkins – global hits of major proportions. These tiny little characters have made kids happy all over the world and changed the way they think about playing.


Australia and has recently been named one of the coolest office spaces in Melbourne! In addition, there are teams in LA, UK, France, Germany, China, and Hong Kong. The 500+ strong team works in the most category-breaking excitement-inducing ways possible. They are committed to working closely with communities and charities to give kids the chance to be kids and access the pure pleasure of play. MyCreative Box My Creative Box was originally founded in and is today proudly owned and run by Leanne whose whole life has been dedicated to teaching in the early years. She holds a Bachelor of Arts in Early Childhood Education and has been studying and working

impact a child’s development in future years. Most importantly as a mum to her own three children she felt a need to act and help inspire other parents to understand how they can help their children’s development in the early years and create both fun and special moments with them. She is passionate about children having opportunities to be creative and know how important the role of art is in children’s lives especially in the early years. All of this is why she created My Creative Box. She wanted to help inspire little minds to explore, learn and create. She had zero e-commerce experience but was itching to start a business where her passion in teaching could inspire the next generation of creative minds through fun, learning and creativity made simple for both adults and children. She wanted to create a product that could help parents be their child’s first teacher and put the child development knowledge in their hands to empower them to teach their child in the crucial early years of learning. She designs her own products specifically tied to child developmental goals and has created a product that requires very little set up and pack up time and includes absolutely everything needed so parents can enjoy what’s important, spending quality moments with their little ones connecting, teaching, and creating memories that will last a lifetime Plum Products Australia Juggling the delights of family life with the demands of running a business, founders Jonathan and Diane Schaffer know a thing or two about keeping little minds occupied. “Like every parent, we wanted our children’s childhood to be magical. Young minds work in mysterious but wonderful ways. At Plum

with children for over 15 years. In her time teaching, studying and researching young children and their development she learned so much about the importance of the first eight years of development in a child’s life. Throughout her years of learning and researching I found that an early childhood filled with learning opportunities and quality interactions had been scientifically found to positively

TOTAL LICENSING AUSTRALIA we’re all about creating the tools to let their imaginations run wild.” Playgrounds aren’t what they used to be yet activity play is so vital to a healthy and happy start in life. Plum wants play to inspire thinking, creativity, imagination, understanding and most of all to be fun. The philosophy of the founders is to create a world which is rich in every play possibility, where products are reassuringly safe, great quality and are kind to the environment. Plum Play let kids rediscover the magical world around them and throughout their childhood experience a ‘life at play’. The benefits of healthy active play are profound as children grow and begin to develop their physical skills, self-confidence and make sense of their surroundings. Plum activity toys nurture curiosity and creativity in a safe and fun environment, allowing children the freedom of play and you the parent peace of mind. Pouch Australia Play Pouch is the ultimate play mat and toy storage bag in one which has been a global success. Now Pouch Australia is presenting the Play Pouch range featuring Barbie, Hot Wheels, Fisher Price, Little People and Thomas and Friends.

Squatter - Australia’s Classic Game Squatter is a fun and entertaining simulation game, based on real life sheep farming. Every game brings new challenges. As in real life, chance plays a part because no one knows when the next drought or flood will strike. Prudent players employ good strategies Plush, Picca Loulou, Maison Deux, WWF Cub Club, WWF Classic Plush, Jaclyn & Mattise. They are an Australian business that is passionate about quality timeless toys and statement decor pieces for kids’ rooms. They represent unique local and European brands and distribute to suitable online and bricks and mortar retailers via wholesale accounts. Service and dedication is what they are all about - they are there to support retailers and their customers every step of the way. Spin Master Founded in 1994 in Toronto, Canada, by two childhood friends, Ronnen Harary and Anton Rabie, and later joined by their classmate Ben Varadi, Spin Master has grown from one initial product to become a global leader in children’s entertainment with 28 offices around the world and more than 2,000 employees. Spin Master is a leading global children’s entertainment company creating exceptional play experiences through a diverse portfolio of innovative toys, entertainment franchises and digital toys and games. Spin Master is best known for its innovation in toys and games including

These evergreen branded, double sided Play Pouches will keep children entertained and the interactive scenes on the inner encourage hours of creative play. Rhino Rhino Rhino Rhino is the exclusive distributor/wholesaler of quality children’s toy and lifestyle brands Mr Maria, Miffy

award-winning brands like PAW Patrol, Bakugan, Kinetic Sand, Air Hogs, Hatchimals and GUND, and is the toy licensee for other popular properties.

and careful management to reduce risks and achieve optimum results. Squatter can be played by anywhere between 2 to 6 people. A wide range of ages from 10 and upwards can play (younger children can enjoy Squatter but may need assistance). While Squatter is designed to entertain adults, never-the-less, children over a wide range of ages, also enjoy playing. Squatter enables several generations to play on an equal footing. Theatrix Theatrix sources the globe for all products magic and magical including arts, crafts, fashion, science, novelty, educational, STEM, augmented and virtual reality and magic toys and games for all ages.

Tiger Tribe Tiger Tribe create compact and portable activity sets, gifts and toys for kids, from babies through to 12. Husband and wife team Anthony and Naomi established Tiger Tribe in 2007, from the garage of their family home in Melbourne, Australia. As parents of two themselves, their vision was to



create imaginative and fun products for children. Now, over a decade later, they’ve moved out of the garage and the team has grown to 16, including their all-Australian design team (plus office dogs, Marley and Beanie!). Their products are thoughtfully designed in-house with keeping kids busy, creative and engaged in mind. All products offer screen-free unplugged play providing balance in today’s life of technology. Many items are designed specifically with Portable Play in mind. Easy to pack and convenient to carry, we make activity sets, toys and gifts that are ideal for children and parents on the go. This year, they have announced a new partnership with the Foundation for National Parks & Wildlife (FNPW), to help safeguard Australian wilderness and wildlife for future generations. Each and every Tiger Tribe product is designed to pass international safety standards. Our products are subject to the most rigorous product safety testing. TNW Australia TNW Australia is one of the biggest toy, novelty and gift wholesale suppliers in the country. Located in Tempe, in the south of Sydney, their products are distributed nationally.

They supply retailers and distributors Australia-wide with a great range of new and fun products with excellent value for money, including fashion ac-


cessories, lanyards, plush, sensory toys, novelty gifts, dress ups, money boxes, jewellery boxes, puzzles, games, light ups, glow sticks, slime, putty, goo, balls, gift stationery, keyrings, party goods, novelty toys, Halloween, Easter, figurines, stickers, growing toys, outdoor/ activity toys, art and craft items and more. TNW’s stock is sold everywhere - from toy shops to fete stores, newsagents to pharmacies, variety stores to museums and is even used by therapists, amusement centres for redemption prizes, promotional companies, schools and more. Latest trends in children’s toys, novelties and gifts include; Pus Balls, Orbs Balls, Bouncing Putty, Slime and Slime Kits. Themes that are popular right now are Mermaid Toys, Sloth Toys, Panda Toys and Unicorn Toys.

some of the well-known brands. They also sell clearance items of wellknown brands at clearance prices to help enhance margins and create additional revenues. U. Games Australia U. Games Australia is a leading wholesale distributor specialising in educational games and toys. With over 23 years of experience in the toy industry, U. Games Australia boasts a wide range of educational board games, toys, puzzles, tin games and science kits. Their product range includes a vast variety of preschool, children, family and adult games, so customers can purchase everything in one place! From First 100, The Wiggles, Dog Man & National Geographic, they offer

Toy Networx Toy Networx has been an established toy distributor and importer for over 30 years.Toy Networx is 100% Australian owned and operated.

They are major independent distributors to the retail and online trade for games, toys, puzzles, educational items, books, craft, outdoor, and more. Situated in Reservoir, Toy Networx has a warehouse of over 10,000 m2 and holds approx 7,000-10,000 different items at any one time. The company stocks all the big brands which include - Australian Geographic, Hinkler, Bluey, Fisher-Price, Transformers, Littlest Pet Shop, Barbie, Hot Wheels, Matchbox, Wahu, Play-Doh, Milton Bradley, Frozen, Paw Patrol, and more. In addition, Toy Networx has its own import range which also includes

strong brands that customers know. Everything is stringently tested and complies with local and international toy safety standards. The company not only source the best products from overseas, but also work with local inventors to produce exceptional games, toys and puzzles in Australia. At U. Games Australia, they strive to give children and families the ultimate play experience, leaving them smarter, happier and more creative. Ugears Australia Ugears is a startup established in Kiev, Ukraine, in 2014. Ugears offers more than a dozen of unique models with a lot of thought and effort put in, and it shows – they are regulars in toy and hobby stores throughout the Ukraine, and now they feel it’s time to push into international markets. Reinforcing the success in terms of ecommerce, their recent Kickstarter campaign was


funded 20 times above its goal. Ugears believes that gadgets and video games aren’t everything – people of all ages from all over the world still love assembling models, seeking that rewarding feeling of constructing something with their own hands, inviting their kids and grandkids into the awesome (and admittedly old-school but yet so cool) world of mechanics! ViacomCBS ViacomCBS delivers premium content to audiences across traditional and emerging platforms worldwide. Through television, streaming and digital content, studio production, publishing, live events, merchandise and more, we connect with billions of people. (See cover story starts page 36). Diversity, inclusion, equity and belonging are priorities for ViacomCBS. They are committed to making their company a place of inclusion that reflects, celebrates and elevates the diversity of their audiences.

They recognize their responsibility— as a global content powerhouse—to use their platforms to connect the world, create culture, mark the moments that matter to us all, and work toward making meaningful and lasting change. Their environmental, social, and governance (ESG) strategy is critical to their success and they are committed to reporting on their impacts and sharing their progress. VR Distribution VR Distribution is a leading distributor in the toy and hobby gaming industry.

and product lines, 2021 has so much in store for Toot-Toot Cory Carson! The animated preschool series follows the adventures of the cute kid car, Cory, Mummy and Daddy Carson, Chrissy (Cory’s baby sister) and lots of his school pals such as Freddie Fire Truck and Halle Copter. The show offers fun and relatable storylines for parents and children, exploring how

They offer hundreds of thousands of unique products from the evergreen classics to the hottest new releases. They also supply retailers with products from the industry’s top publishers and manufacturers. Due to their passion for the industry, their products and partners, they have grown

exponentially throughout these years. They not only strive to give the best to customers and partners, they want to be the top resource for fun and entertainment as well as quality customer service. This year they are working closely with What Do You Meme, Amigo, Iello, BCW, Duncan, Exploding Kittens, Gigamic, Kosmos, Set Enterprises, and Master Pieces and other top brands in the industry to provide customers with the newest releases in toys and collectibles as well as in strategy and party games. VTech Electronics 2020 saw the launch of the hit animated preschool series Toot-Toot Cory Carson, developed in collaboration with Netflix and Kuku Studios and based on VTech Electronics’ successful toy line Toot-Toot Drivers! Based on the ever growing success of the series

Cory learns to navigate the world around him with the support of his family and friends. Since its launch, three seasons, a mini movie and three special episodes have been released on Netflix with much more to come. Little fans of the series can expect more seasons, specials and songs throughout 2021! Children can also recreate the world of Bumpteron Hills in their own home with the release of new Toot-Toot Cory Carson electronic playsets and character vehicles. 2021 will see a mix of small and large electronic vehicles released, each featuring character

voices, sounds and other fun responses as seen in the TV series, making them instantly identifiable for TootToot Cory Carson fans! Fans can also collect a range of new non-electronic character vehicles that can interact with Toot-Toot Cory playsets. Kids can also expand their Bumperton Hills world with brand new interactive playsets, each in the theme of a different location featured in the show! As well as new playsets and vehicles, little fans can also look forward to


TOTAL LICENSING AUSTRALIA new Toot-Toot Cory Carson toys including a playmat and RC car. Wild Republic Australasia Wild Republic Australasia has been delighting consumers around the globe with an expansive collection of nature-related toys and gifts since 2000. For the past 20 years they have been committed to fostering curiosity for the outside world within their customers. Wild Republic was established in 1979, with a vision to inspire. Since then, the company has continued to lead the plush toy industry. Headquartered in

including the USA, Europe, UAE and Asia. Pink Poppy has a dedicated team and always strives to provide excellent customer service. Zimbler Pty Ltd including Monopoly, Cluedo, Trivial Pursuit, Top Trumps, Guess Who, Connect 4, Risk and Operation. Yipose Trading Company Pty Ltd The Pink Poppy brand was established by Yipose Trading Company Pty Ltd in 1987 and is one of the major suppliers of children’s contemporary gift, accessory, toy and dress-up products in Australia. Pink Poppy is famous for having a magical sparkle and shine and is universally loved by little girls around the world.

Twinsburg, Ohio, Wild Republic has offices throughout the world with international distribution serving zoos, museums, aquariums and retailers. Windspeed Kites Windspeed has been the premier kite supplier to the Australian Toy and Hobby industry for over 30 years.They have a wide selection of both childrens’ kites and Dual Control Stunt kites with price ranges to suit all store types. Their range includes both Australian

Made as well as imported (but designed here by us) Kites. As a family owned company, they pride themselves on their excellent kites, great prices and legendary service. Winning Moves Winning Moves manufacture and distribute licensed, custom and regional editions of the world’s hottest games


Since the brand’s inception over 30 years ago, Pink Poppy has been designed by a talented product design team in Sydney who place infinite hours into the illustrations and details that make the product truly unique. Offering a broad range of products from musical boxes to gem rings also enables the brand to offer both the perfect ‘special’ present or everyday treat. Products are created with imagination and play in mind. Pink Poppy was also the pioneer for a full line kids accessory stand in-store, and as a result it is a brand both loved by the stores and coveted by two generations of mothers and grandmothers as a destination for accessories. In 2004 the business expanded into the international market and the Pink Poppy brand is now retailed throughout over 30 countries worldwide,

Zimbler Pty Ltd is a fourth-generation family-owned importing and trading business founded in 1929 by English immigrant Samuel Zimbler. The Zimblers had been synonymous with the London leather trade for many generations. Samuel put the focus of his new Australian business on furs and skins. He was a pioneer in the trade in Melbourne, Zimbler becoming a market leader in the fur industry by the mid 1930s. Upon Samuel’s death in 1956 his son Peter took over and Zimbler soon expanded into toys and hobbies in 1957. Zimbler has long since been Australian agent for leading brands Carrera, Maisto, Bachmann, Woodland Scenics and many others. The expansion into the dynamic toys and hobbies industry was somewhat fortuitous as by the early 1960s recession had hit the fur industry and a wave of anti-fur political correctness was soon to follow. Peter died in 1985, which saw a third generation Zimbler at the helm. Peter’s son Jonathan remains Managing Director of Zimbler today. The company’s focus in firmly on toys and hobbies and Zimbler is now a 25-year member of the Australian Toy Association. Jonathan is a prominent identity within the toy industry. Jonathan’s son Joel has recently become GM of the business, bringing a fourth generation to the business and ensuring it stays firmly in Zimbler hands.


NEW LICENSES FROM AMSCAN Amscan Asia Pacific is excited to launch a whole host of newness for 2021! With a plethora of new licenses and generic products, there’s everything consumers need to celebrate any occasion throughout the year! With the anticipated launch of their Costume Range coming in Autumn, they welcome the arrival of the Nickelodeon and Viacom portfolio. There are plenty of firm favourites to choose from with sizes starting at 6 months through to adults. Join Chase, Marshall, Rubble and the gang with Amscan’s PAW Patrol range. Comprising six characters and an option of standard or deluxe costumes to meet varying price points sizes range from 6 months to 12 years. In terms of the Teenage Mutant Hero Turtles styles, these are available in baby, child and adult sizes. With both jumpsuit and dress styles available, consumers can customise their look

depending on their preference, and what’s more, each costume comes with all four bandana masks so customers can choose between Donatello, Leonardo, Raphael and Michelangelo, as many times as they wish! Additional designs include those little genies Shimmer and Shine, complete with clip in hair extensions, as well as SpongeBob and Patrick costumes, again for children and adults. There are also new movie character costumes too, including Cher from

Clueless’ iconic plaid suit, that Flashdance outfit, Forrest Gump’s running attire, Ron Burgundy’s Anchorman ensemble, as well as all the favourites from Grease! The portfolio is enhanced even further with those nostalgic costumes from both South Park and Rugrats! Amscan see these as a great addition to their licensed portfolio, and they are sure their customers are going to be just excited as they are for costumes to land down under at Amscan. Amscan’s party ranges also have new ensembles added, ready to celebrate more in 2021! Preschool character, Bluey, joins Amscan’s licensed portfolio this Winter. Bluey and Bingo set the ultimate party line up complete with foil balloons to coordinate with all those core essentials. Alongside a photo booth kit for those perfect party snaps, are paper kraft bags for that those take-home goodies and also cupcake picks. Another addition to our licensed ranges available this Autumn, is Spirit: Spirit Riding Free. A popular toy franchise and currently airing on Netflix, Amscan’s party range is sure to be a hit with fans of the DreamWorks animation series. Comprising a new party and balloon range, product is in its iconic colour palette complete with boho and Spirit style motifs.With just under 20 items in the range, customers can create the ultimate setting complete with décor for the table, décor for the room and also Spirit Riding Free treat boxes to take home which can be packed with our party toys including tiaras and tattoos. The educational animated series of Blue’s Clues, joins the portfolio later this year. Amscan will have everything

needed to set the scene, from decorations and photo props through to candles and stickers. There will also be latex and foil balloons to coordinate or for customers to purchase as a birthday gift for a standalone statement! Ones to watch for later this year, include the new preschool franchise Cocomelon including both a party and balloon assortment and also a range of May Gibbs inspired designs for all the little gumnut babies out there! Balloons were heroes of 2020 and this is set to continue throughout 2021. There is plenty to choose from. New Airloonz have been a real success story and there are licensed additions coming soon to the assortment! The trend for celebrating at home also maintains popularity and with this in mind there are plenty of items available for customers to continue to be creative.