You can meet Pevan & Sarah at the 2025 Melbourne Toy Fair to discover why you should become a part of the next chapter of Australia’s leading primary school entertainers.
Pevan & Sarah
Australia’s Leading Primary School Entertainers
Pevan & Sarah are an Australian musical duo, featuring Pevan, the loveable tiger, and Sarah, his singing, dancing, sparkle-loving best friend. Together, they create fun, engaging and educational music and resources for children. The Pevan & Sarah team are qualified teachers and experienced musicians who are passionate about inspiring young learners, with a mission to create positive memories in the classroom and beyond.
Pevan & Sarah’s catchy tunes and dynamic videos are most loved by preschool and early primary school children, promoting learning in literacy, numeracy, social-emotional skills and wellbeing. Over the past decade, they have delivered educational entertainment to children aged 3-7, with over 400 videos enjoyed in schools and homes, three music albums and their annual national tour. Their work has fostered a love of learning through
music, reaching hundreds of thousands of children across Australia.
At the heart of their offering is Pevan & Sarah’s Cub Club, a popular online educational resource platform with over 5,000 paid subscribers and a potential reach of over 120,000 children daily. More than 90% of those subscribed are primary school teachers. Loved equally by teachers, parents and children, Cub Club has become an essential tool for early education, classroom routines and at-home learning.
Each year, Pevan & Sarah embark on a sold-out, two-month national concert tour, staging live performances in major cities and regional towns nationwide. These concerts are unique in that they take place during school terms, catering directly to school groups with fun and educational themes. In 2024, they performed to over 20,000 fans across the country, making this their most successful tour to date. The 2025 Pevan & Sarah tour dates have already been announced, with additional concert dates, locations and an even bigger production being planned.
Pevan & Sarah recently launched a range of branded merchandise in partnership with Bright Star Kids. Available direct-to-consumer, the collection
includes personalised drink bottles, backpacks, stickers, puzzles and lots of other useful classroom items.
As they plan for the future, Pevan & Sarah are seeking licensing partners in the key categories of publishing, toys and games, apparel, back-to-school products and foodware.
Pevan & Sarah are committed to driving the growth of their brand through strategic, multi-channel marketing efforts, creating meaningful touchpoints across both digital and live experiences. They directly engage with their audience of children, teachers and parents by leveraging the strength of their existing platforms, including Cub Club, national tours, an extensive direct marketing email list, their social media following and their podcast Fluff ‘n’ Stuff. Pevan & Sarah can create a seamless connection between their entertainment offerings and retail opportunities.
Contact Grahame Grassby at Stella Projectsgrahame@stellaprojects.com to set up a meeting at the Melbourne Toy Fair or for more information.
To learn more about Ms Moni and explore potential partnerships, visit www.msmoni.com.
Contact: Nelson Ferreira nelson@msmoni.com
Ms Moni From Humble Beginnings to Australia’s Next Big Early Childhood Sensation
In just two years, Ms Moni has grown from a small, home-grown YouTube channel into one of Australia’s most exciting names in early childhood ed ucation. Created by Brisbane-based husband-and-wife team Monica and Nelson Ferreira, the brand has blos somed into a global phe nomenon, touching the lives of millions of children and families.
The Vision Behind the Brand
The Ms Moni journey began in 2022 when Monica, a former primary school teacher and mother, noticed a lack of Austra lian children’s content that prioritised language skills and music. Together with her husband Nelson, a talented musician and creative partner, the couple turned this gap into an opportunity to make a difference in early childhood education.
have come together to celebrate the magic of Ms Moni. These events further reinforce Ms Moni’s place as a trusted and beloved presence in early
A Personalised Touch for Every Child
One of the highlights of the Ms Moni brand is the highly successful personalised video service, born out of Monica and Nelson’s desire to create magical, one-of-a-kind experiences for children.
Parents can order custom videos featuring their child’s name and favourite song, making them cherished keepsakes that have become hugely popular.
While parenting their one-year-old daughter and preparing for the arrival of their second child, Monica and Nelson worked hand-in-hand to create a platform that could serve their children and others. Monica’s teaching expertise and passion for music were
complemented by Nelson’s skills in audio production and business strategy.
From their family home, they produced engaging videos designed to foster cognitive and language development through music and play.Today, Ms Moni boasts over 100 Million Views, 180,000 Subscribers, and an incredible 22 Million Hours Watched, a testament to their shared vision and dedication as a family-driven brand.
Awards and Achievements
The rapid success of Ms Moni has not gone unnoticed. In 2024, Monica and Nelson celebrated a major milestone as the brand received the Children’s Choice Award at the Australian Children’s Music Awards. This prestigious honour recognises the impact of their work in early childhood education and entertainment.
Beyond the screen, Monica and Nelson have brought Ms Moni to life in the real world, hosting meet-and-greet events where hundreds of families
What’s Next for Ms Moni?
The coming year is an exciting chapter for Monica and Nelson as they continue to grow the Ms Moni brand. Together, they are exploring licensing opportunities in toys, books, apparel, and educational resources, further developing their IP while releasing more engaging content on YouTube, Spotify, and other platforms.
Their mission of fostering joyful learning through music, play, and language remains at the heart of every decision, positioning Ms Moni as Australia’s leading name in early childhood education with global potential.
Partnering with Ms Moni
Ms Moni represents an exciting opportunity for like-minded partners who share a commitment to early childhood education. With a proven track record of success, a highly engaged audience, and a unique ability to connect with families, the brand is poised for meaningful collaborations that extend its impact beyond the screen.
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UBER EATS TEAMS UP WITH PAW PATROL
Uber Eats and PAW Patrol are coming to the rescue for back-to-school, delivering limited-edition nutritious breakfast bundles to help smallest family members prepare for their new-term adventures.
A national survey commissioned by Uber Eats and PureProfile revealed preparing and getting children to eat a healthy breakfast is a pain point for more than 1 in 2 Aussie parents (55%), with nearly 2 in 4 parents (38%) suggesting that getting their kids to eat breakfast at all was a challenge.
Outside of preparing and getting kids to eat a healthy breakfast, 6 in 10 (61%) say back-to-school makes them feel time-pressed, financially squeezed (41%), or stressed (38%).
With almost a third (32%) of surveyed parents dreading breakfast and lunch prep as part of school returning, Uber Eats and PAW Patrol are helping “time-paw”
Aussies fetch breakfast bundles to help them prepare back-to-school meals.
Parents and caregivers will be able to choose their breakfast bundle on Uber Eats based on either their favourite character or their child’s preferred type of brekkie – sweet, savoury or a combination, all with guaranteed fun..
For families with fussy eaters, each bundle has various meal variations with enough ingredients for several school days teeing your littlest school-goers up for their first week. Beyond nutritionist-backed meals, each bundle comes with a PAW Patrol pup-racer and an interactive box, from colouring to cut-outs, so kids can keep busy and enjoy nutritious brekkies while parents and caregivers get everything ready for school return.
Qualified paediatric nutritionist Mandy Sacher, co-created the meal bundles with Uber Eats and PAW Patrol to focus on real food that energises children, for a busy day of learning, playing and making friends.
“Working with Uber Eats and PAW Patrol, we’ve created three meal bundles to power kids for a busy school day. Like the PAW Patrol pups, parents are constantly racing to the rescue to get books, PE gear, uniforms, and more, for school return. Preparing nutritious meals can sometimes take a back seat.
A breakfast with the right nutrients can help children learn and respond to their environment. For example, potassium, calcium, fibre, and fatty acids – found in ingredients like bananas, oats, chia seeds and dairy can help with cognitive brain function and development; great for school, fuelling playtime and making friends, whereas berries and grains can support your child’s mood and emotions (for emotional regulation) – maybe even stopping a tantrum or two at the school gates.”
ANIMATED SHORTS FOR MOOSE TOY LINE
Thanks to a partnership with Moose Toys and production house Stoopid Buddy Stoodios, the MrBeast Labs toy line will expand through a series of animated shorts. The videos, which will launch later this year, will build a narrative around the “Mutator” characters that arrived on retail shelves ahead of the 2024 holiday season.
The Mutators were among the first toys to come out of MrBeast Labs, the venture that got a boost from the partnership between MrBeast and Moose Toys. On their debut, the Mutators and other MrBeast Labs toys promptly became bestsellers. Last holiday season, Moose Toys announced that the MrBeast Labs Mutators were the top-selling toy line in the Action Figure supercategory in both September and October.
Beyond the Mutators, another piece of the MrBeast Labs line is the micro-collectibles known as Swarms. The toys will play pivotal roles in the forthcoming shorts, which will pit MrBeast items against an enemy known as the “Shroud.” A number of “Hybrid Beasts” will show up along the way.
“This is the perfect moment to take the MrBeast Lab world to the next level with animation,” said MrBeast Industries CEO Jeffrey Housenbold. “It’s an exciting new way for fans to dive deeper into the adventure and experience the world like never before.”
MrBeast is not the first creator to harness the popularity of animated storytelling on platforms like YouTube Shorts. Bonkers Toys, which has produced retail items based on the viral Skibidi Toilet universe, used fanmade content to tell stories that put its toys front-and-center.
As a premier gaming, digital, and entertainment licensing agency, Merchantwise has firmly established itself as a leader in the ANZ markets and in 2024 expanded internationally representing Activision-Blizzard in Europe, UK and North Asia. Representing some of the most iconic and beloved global brands, the agency specialises in crafting engaging brand extensions and retail programs that captivate consumers across all age groups.
As part of the Merchantwise Group, a full-service agency powerhouse headquartered in Melbourne, Merchantwise’s influence extends beyond Australia and New Zealand with offices in Sydney, Paris, London,The Hague, China, and Israel, the group brings a global perspective to every market it serves.
Stay tuned as Merchantwise shapes the future of consumer engagement through immersive retail experiences and creative licensing partnerships. The year ahead promises to be an exciting journey into gaming and entertainment culture.
Something PIG is Coming in 2025!
Big changes are on the horizon for the beloved PEPPA PIG brand as it gears up for a groundbreaking milestone in 2025. In an exciting twist, Mummy Pig is PREGNANT, marking the start of a heartwarming new chapter for the legendary family!
This milestone promises laugh-out-loud moments, heartfelt lessons, and, of course, plenty of muddy puddles as Peppa and her family navigate the changing dynamics and adventures that come with a growing family. Fans will follow Mummy Pig and Daddy Pig as they embrace the joys and challenges of preparing for a new baby, and Peppa will have many opportunities to show George the ropes alongside viewers who may be adapting to changes and ‘big feelings’ in their own families. Parents everywhere will see their own experiences reflected as the show highlights the balancing act of family life.
Mummy Pig’s pregnancy announcement episode is set to premiere in Q1 2025 on ABC Kids, iView, and YouTube. Earlier episodes of PEPPA PIG are also available now on Netflix, STAN, and Amazon. The journey doesn’t stop on-screens; Australian and New Zealand families can look forward to celebrating every pregnancy milestone with the Pig family throughout the year via a robust campaign featuring PR activations, events, and influencer-led social media initiatives.
The excitement continues in the second half of 2025, with refreshed PEPPA PIG products that reflect the updated family dynamic. Fans can look forward to a lineup of new toys and merchandise from key partners like Hasbro, Caprice, MacEwen Apparel, Hunter Leisure, Vimwood, and Penguin Random House. Complementing the Hasbro core toy offer, Jasnor Australia has been appointed as the Pacific licensee for plush and infant feeding as well as master distributor of an exceptional range of PEPPA PIG toys from around the world.
Plus, Peppa Pig’s Fun Day Out LIVE! stage show will return to Australia and New Zealand for the first time since 2018. The Australian tour will run from April to May, followed by performances in New Zealand from June to July, bringing families together for an unforgettable live experience.
For over 20 years, PEPPA PIG has inspired confidence, connection, and creativity in preschoolers worldwide. This new chapter deepens that legacy, reflecting the wonders and challenges of change in a way that resonates across generations. As the brand ushers in a new era, PEPPA PIG will continue to invite families to celebrate a world of imaginative play and unforgettable stories.There’s no better time to jump in and join the fun!
90 Years of Board-Flipping Fun
2025 marks 90 years of MONOPOLY in the market, and Hasbro is celebrating its legacy all year long! As the world’s favourite family game brand, with over one billion players in 114 countries, MONOPOLY is more than just a game – it’s a global phenomenon. Known for its timeless fun and friendly competition, MONOPOLY invites consumers across generations to step into a world where opulence and villainy collide, and all is fair in the race for riches. With a growing list of 300+ culturally relevant editions and new ways to play, there’s truly a MONOPOLY for everyone.
Celebrating the Magic of Friendship!
MY LITTLE PONY, Hasbro’s #1 girls franchise, has been delighting generations of fans with friendship, magic and inclusivity for over 40 years. In 2025, Hasbro is continuing to celebrate that heritage by spotlighting the personal con-
nection fans have with MY LITTLE PONY through the franchise’s most loved products, ponies and collabs across all generations. This will lead into 2026, marking the Lunar New Year of the Pony (Horse)!
In Australia, fans can enjoy their favourite ponies with Make Your Mark and Tell Your Tale on Netflix and YouTube, Friendship is Magic on STAN and Netflix, and now also on ABC Entertains and iView.
The Furb-mentum Continues
Since its relaunch in 2023, families have loved the return of FURBY’s cute, colourful, and curious playstyle, inspiring kids’ imagination and self-expression. Recent FURBY releases include the Galaxy Edition, Tie Dye Edition, and seasonal waves of collectible, clippable mini FURBY Furblets for on-the-go fun.
Hasbro has also introduced exciting licensed collaborations, such as Cakeworthy’s 13-piece apparel and accessories collection and a goth-glam fashion lineup by Dolls Kill. Stay tuned for more announcements as FURBY continues expanding across the Furb-anchise!
...More Than Meets the Eye
The TRANSFORMERS franchise celebrated its 40th anniversary in 2024, highlighted by the TRANSFORMERS ONE film release in September, which was Certified Fresh and Verified Hot on Rotten Tomatoes with an impressive 97% audience rating.
The franchise also welcomed new fans through its animated kids TV show EarthSpark, the first-ever TRANSFORMERS DAY, and yearlong anniversary celebrations, while nostalgic parents and collectors relived childhood classics.
Hasbro will build on this momentum in 2025 with new initiatives, including TRANSFORMERS ONE: NEW ADVENTURES, a new series which debuted on YouTube on 17 January. New TRANSFORMERS: EarthSpark episodes will premiere on Paramount+, Nickelodeon, and will later roll out on ABC, iView, STAN, TVNZ, and Netflix. Hasbro will launch TRANSFORMERS Mix Mashers, a cross-brand initiative with Marvel in Q1, and in July, the new TRANSFORMERS: CYBERWORLD toy line and YouTube series will debut. The year will conclude with the second annual TRANSFORMERS DAY on 17 September.
Roll for Initiative!
Last year, The World’s Greatest Roleplaying Game, DUNGEONS & DRAGONS, celebrated its 50th anniversary with global collaborations from LEGO, Converse, and Australia’s Black Milk, culminating in the debut of DUNGEONS & DRAGONS The Twenty-Sided Tavern at the Sydney Opera House, running through April 2025.
Continuing this momentum, Hasbro and Wizards of the Coast have a multi-year plan to engage existing fans and attract new players to the adventuring party. In February 2025, the Monster Manual completed the release of the three new core rulebooks. More exciting products and collabs will arrive later this year.
The Original Trading Card Game
MAGIC: THE GATHERING, the original trading card game, has been captivating players for over 30 years with more than 50 million tabletop enthusiasts to date.
The exciting 2025 release schedule began with Innistrad Remastered (January) and Aetherdrift (February), followed by Tarkir: Dragonstorm (April), MAGIC: THE GATHERING—FINAL FANTASY (June), Edge of Eternities (August), and Marvel’s Spider-Man (September). Key retail partners EB Games and Zing will also offer exclusive apparel and accessories to complement MAGIC: THE GATHERING releases throughout the year.
Two of Sony Pictures Consumer Products’ most successful franchises, Ghostbusters and Karate Kid have been generating winning licensing programs across the globe for decades. Both Ghostbusters and Karate Kid continue to evolve with new film and television content.
On-screen, in early 2024 Sony Pictures Entertainment released the follow-up to Ghostbusters: Afterlife, Ghostbusters: Frozen Empire, which earned over $200 million worldwide and boosted the beloved franchise past $1 billion globally. As previously announced, Netflix and Sony Pictures Animation are developing an animated series based on the beloved Ghostbusters IP, which will be debuted exclusively on Netflix.
In Australia, Culture Kings released a collaboration with their GOAT Crew brand and Ghostbusters, featuring classic 1995 artworks.
Karate Kid: Legends, after a family tragedy, kung fu prodigy Li Fong is uprooted from his home in Beijing and forced to move to New York City with his mother. Li struggles to let go of his past as he tries to fit in with his new classmates, and although he doesn’t want to fight, trouble seems to find him everywhere. When a new friend needs his help, Li enters a karate competition – but his skills alone aren’t enough. Li’s kung fu teacher Mr. Han enlists original Karate Kid Daniel LaRusso for help, and Li learns a new way to fight, merging their two styles into one for the ultimate martial arts showdown. Karate Kid: Legends is coming to theatres on 30th May 2025.
GOAT, an original animated sports comedy, currently in development from Sony Pictures Animation and Sony Pictures Imageworks is coming to theatres on 13 February 2026.
2025 marks the 30th anniversary of Jumanji which released in 1995. Jumanji is an adventurous fantasy film centered around a magical board game that brings its jungle-themed challenges to life. The next installment in the franchise, Jumanji 3, is coming to theatres in December 2026.
The sixth and final season of the hit series Cobra Kai was split into a 3 part 5 episodic release, with the final 5 episodes airing 13th February 2025.
The series has been highly successful and has brought a new generation of fans to the Karate Kid franchise.
To celebrate, our partners have been releasing new apparel and sleepwear into Jay Jays and Kmart in homage to this milestone.
Published by Scholastic, Goosebumps is one of the best selling book series of all time. Goosebumps:The Vanishing, a new season of the thrilling anthology series, premiered on Disney+ and hulu on the 10th January 2025. Culture Kings continues to release tees featuring classic Goosebumps designs with a stylized twist. Culture Kings will be releasing new designs throughout 2025.
The Boys has officially achieved a Guinness World Record as the most-in-demand super heroes series to watch. The Boys continues to captivate audiences, setting new standards with each season’s rise in viewership.
In Australia, Merchantwise tapped Culture Kings to be the premire retail partner and launched The Boys tees during the launch of Season 4.
In recent years, the trend of music consumer products in the retail environment has shifted significantly. Retailers are seeing a growing demand for music merchandise which has gained popularity as a way for fans to support their favourite artists and express their personal taste.
Retailers are responding by creating curated in-store experiences, blending technology with a strong focus on lifestyle and design.
Merchantwise represents over 200+ music bands and artists and continues to collaborate with fashion brands around Australia and in the Asia Pacific region.
In January 2025, SHEIN released their first collection of apparel and accessories, featuring Whitney Houston, an artist from the Perryscope Productions portfolio. Whitney Houston was an iconic American singer, actress, and producer, known for her powerful voice and remarkable talent. With a career spanning several decades, she became one of the best-selling music artists of all time, with hits like “I Will Always Love You” and “Greatest Love of All.” Whitney’s vocal range and emotional delivery ade her a global superstar, while her impact on pop and R&B music remains profound.
In 2025, there are several iconic bands from the Manhead portfolio who are touring in Australia and New Zealand. Cyndi Lauper in April, and Billy Idol and Joan Jett are rumoured to touring in the later part of the year.
It’s been a very special year so far in collaborations – in January Crocs and The Beatles teamed up for a vibrant, Yellow Submarine-inspired collection featuring psychedelic designs and classic band imagery.
Welcome to The World of Strawberry Shortcake
We celebrate cross-generational heritage, pop culture fandom, and all things sweet and seasonal. As a nostalgic and evergreen brand, we connect through adorable art, a vault of animation, and engaging experiences that bring out our BERRY best.
Strawberry Shortcake continues to be a successful nostalgia brand in Australia with
a few new licensees who came on board in 2024.
Jay Jays took a trip back to Strawberryland with this sweet oversized tee of Strawberry Shortcake!
Peter Alexander launched a second sleepwear collection for girls and women, in August 2024 and will launch another collection in their new UK stores in London in time for summer.
Celebrating Diversity & Being Yourself
The Teletubbies foster the imagination of audiences young and young-at-heart in a wonder-fuelled world full of joyful exploration, visual anticipation, and silly surprises while embracing their own offbeat quirkiness and diversity. Jasnor Australia is the toy distributor for a range of Teletubbies plush and playsets with products launching at retail in 2025.
A beloved cartoon from the 80s.
Soy Toy Clubthe unique fashion brand based in Melbourne, known for its bold, playful designs that blend streetwear with high fashion released a collaboration for Astro Boy’s 70th Anniversary.
The buzz continues to build for Rainbow Brite. In 2024, Hallmark’s Rainbow Brite best in class partners across the US, launched an array of products, including new toys, publishing fashion apparel and accessories.
Rainbow Brite toys are now available in Australia at Mr Toys and ToyWorld and via online toy specialists.
To celebrate Rainbow Brite’s 40th birthday, Kip & Co curated a beautiful special collector’s edition range. Merchantwise has secured additional partnerships and products will begin to rollout in the later part of 2025.
The brand often incorporates vibrant colors, quirky graphics, and oversized silhouettes to create statement pieces that appeal to those who like to stand out. Soy Toy Club is committed to inclusivity and sustainability, often using eco-friendly materials and promoting a fun, youthful energy in their collections. With a strong local following, it has become a go-to for fashion-forward individuals seeking fresh, unconventional styles.
Australia’s unique flora and fauna continues to influence nature-inspired aesthetics across many product categories at retail, both locally and abroad.
Reflecting the classic depiction of the Australian lifestyle, the trend is all about embracing the nation’s natural biodiversity.
With continued popularity and relevance more than 100 years on, May Gibbs stands out as a cultural icon in Australian storytelling and heritage, her stories and characters are a staple in many Aussie households. Her bush fantasy world has captured the imaginations of Australians for over a century.
Evoking a sense of nostalgia and cultural pride, May Gibbs’ artworks are a natural fit to seamlessly translate to a diverse array of consumer products, offering Australians an opportunity to pass on their special connection to their own children and establishing a new generation of fans.
Licensed May Gibbs product ranges span across all levels of retail with a broad category offering. Publishing sits at the heart of the brand with a catalogue of over 50 titles on offer.
The multi-generational audience provides a broad array of consumer product opportunities that appeal to children, families and nostalgic adults alike.
In 2026 Merchantwise will kick off a trio of milestones starting with the 110 years celebration of May Gibbs’ first story, Gumnut Babies, followed by May Gibbs 150th birthday in 2027, and rounded out with 110 years of her most popular story, Snugglepot and Cuddlepie, in 2028.
Scholastic and Magic Light Pictures have revealed Zog Day, an annual celebration to mark the 15th anniversary of Julia Donaldson and Axel Scheffler’s dragon.
Zog Day will take place on Thursday 12 June 2025 and will celebrate the character’s qualities, with fans encouraged to ‘be more Zog’.
Throughout his adventures, Zog faces life’s bumps and setbacks with positivity, perseverance, resilience and help from his friends. His stories are about the importance of caring, kindness, friendship, encouragement and teamwork.
In April 2024, Merchantwise partnered with The Ginger Factory and the ZOG AR App & Trail, a first for Australia. The Ginger Factory have been a long-term partner with Julia Donaldson’s stories, featuring The Gruffalo at their location on the Sunshine Coast from 2020-2024.
The Ginger Factory have been having so much fun with ZOG, they will continue through 2025-26.
Every Wallace & Gromit instalment needs a great villain, and the new film is no exception. Wallace & Gromit: Vengeance Most Fowl, the latest stop-motion entry follows our favorite inventor and his loyal pooch as they face off against a brand-new chicken opponent — wait a second, he’s removing something from his head. No! It can’t be! That’s no chicken! It’s Feathers McGraw!
That’s right, the famed villain of the 1993 short film The Wrong Trousers is back, and as the title suggests, he’s out for revenge.
We’re thrilled to announce that Aardman is producing a NEW 20-episode series of Shaun the Sheep, planned for release in April 2025!
The new series will feature classic Shaun the Sheep scenarios – relatable, everyday situations with a rural twist – spun into comedy gold by the Flock.
Discover the magic and mystery of Santaverse™, an enchanting storytelling universe that unites beloved characters from The Elf on the Shelf, Elf Pets, Elf Mates brands, and more. For families, holiday enthusiasts, and fans alike, Santaverse brings to life the origins of Santa’s North Pole, its creatures, and legends.
This year, we will be celebrating 20 years of the iconic brand The Elf On A Shelf®. Merchantwise has partnered with a wide array of partners who will be releasing new products to celebrate this milestone, including new novelty sock designs and new seasonal gifting ranges for Christmas 2025.
A powerhouse in the gaming industry, Merchantwise is proud to work alongside SEGA Corporation in the ANZ market. With iconic branding and familiar consoles spanning four decades, SEGA boasts some of the biggest gaming IPs in the world (including a certain speedy hedgehog…). It’s an exciting time to represent this blue-chip brand!
2024 saw the culmination of a fantastic year for Sonic with the release of the third movie in the Sonic the Hedgehog series, released in our markets on Boxing Day. Edging out the competition, Sonic the Hedgehog 3 zoomed to amazing success at the global box office (with Australia as the fourth largest territory), cementing its place among the biggest movies for the year!
Not only this but combined with the previous installments in the Sonic franchise, the combined global box office across all three is now over US $1billion.
Sonic the Hedgehog 3 saw the return of Jim Carrey into his iconic character of Doctor Robotnik (as well as his grandfather Gerald Robotnik, in a dual role that has to be seen to be believed), and also introduced long-time fan favourite character Shadow into the movies’ universe –voiced by inimitable Keanu Reeves.
2024 was definitely the year of Shadow - who also appeared in the popular Sonic X Shadow Generations game released in October to great reception from fans and critics alike – with over one million games sold globally on launch day. With a highly anticipated new racing game slated for release later in 2025 - Sonic Racing: CrossWorlds – this certainly is not the last you’ve seen of the Sonic and Shadow rivalry!
BUILDING A LEGACY OF CREATIVITY AND CONNECTION
Minecraft, the best-selling adventure game of all time, continues to reach new heights, having surpassed 300 million copies sold in October 2023. This milestone reflects the enduring popularity of the game and its ever-growing global fanbase.
At its core, Minecraft is more than just a game - it’s a platform for imagination, exploration, and community. With a multi-generational player base, the game has achieved highs of over 1.5 trillion views on YouTube. It is played in every country worldwide, underscoring its universal appeal.
What began as a simple crafting game has blossomed into an entertainment empire. Minecraft is now a global franchise with Minecraft Education, a thriving consumer products program, and an expanding entertainment division.
On the small screen, Paramount+ launched Knuckles – a six-part limited series bridging the gap between movies 2 and 3 and exploring how Knuckles the Echidna navigated life and found his place on his new home world, Earth. Starring Julian Barratt and Kid Cudi, and the voices of Idris Elba, and Christopher Lloyd, the show boasted 11 million hours viewed globally in its first 28 days – making it the number one watched kids and family series on the platform. We look forward to more Sonic content on Paramount+ in the future.
As we lock in plans with retail partners and licensees for 2025’s “Race Around the World” theme for the Sonic the Hedgehog brand globally, Merchantwise welcomes enquiries about opportunities across the board.
We are ramping up for a very special 2026 – celebrating Sonic the Hedgehog’s 35th Anniversary, with unique style guides, assets, promotions and partnerships to be announced in the coming months.
Merchantwise, Woolworths and BIG W Announce Exciting Retail Partnership with Exclusive Minecraft Collectible
Woolworths and BIG W have partnered with the legendary world of Minecraft to unleash a new physical collectible, Minecraft CubeezTM for Australian and New Zealand customers to experience.
The launch of the retail partnership from January 29th comes as Minecraft’s popularity continues to grow since its introduction into Australian schools for STEM-based learning, expansion into new gaming platforms and the anticipation of a blockbuster movie.
Customers are able to collect a Minecraft CubeezTM for free with every $30 they spend in a single eligible transaction in-store or online at Woolworths Supermarkets, BIG W, MILKRUN and select Woolworths Metro stores (excluding BIG W Market and Everyday Market).
Each pack contains one buildable cardboard block with 40 unique Cubeez to collect.
Customers can build characters like Steve and Alex, creatures like creeper and Enderman, and iconic blocks such as the crafting table and diamond ore. Made from FSC certified recycled paper, Cubeez are 100% kerbside recyclable in Australia.
On April 3rd, 2025, the highly anticipated A MINECRAFT MOVIE will make its theatrical debut. Directed by Jared Hess, renowned for Napoleon Dynamite, the film features an allstar cast, including Jack Black and Jason Momoa.
This marks Minecraft’s first-ever big-screen adaptation, promising an exciting adventure that brings the beloved blocky universe to life like never before.
Beyond the movie, Minecraft continues to grow and evolve. Regular game updates introduce new creatures, items, and customization options, ensuring the experience remains fresh and exciting for players.
Additionally, Minecraft is being reimagined as an animated series, with Mojang Studios and Netflix teaming up to create compelling new stories in the beloved pixelated universe.
With its ever-expanding universe, Minecraft is more than just a game—it’s a cultural phenomenon.
Xbox Game Studios: A Global Gaming Powerhouse
As one of the world’s largest gaming ecosystems, with over 120 million monthly active users and 35 million Game Pass subscribers, Xbox’s reach is unparalleled. From the adrenaline-fueled tracks of Forza to the heroic battles of Halo, Xbox delivers unforgettable experiences across console, PC, and mobile.
With the combined power of Xbox, Activision, and Bethesda now under one roof, the studio is behind some of gaming’s most iconic franchises, including Halo, Call of Duty, Fallout, DOOM, and The Elder Scrolls.
At the heart of the Xbox Game Studios ecosystem lies the Xbox console - a true beacon of innovation and gaming excellence. The Xbox Series X|S consoles continue to redefine the gaming experience, boasting lightning-fast load times, cutting-edge performance, and seamless integration with Xbox Game Pass, which now offers a staggering library of over 400 titles for fans to explore and enjoy.
As we look to the future, Xbox is on the cusp of a monumental celebration: its 25th anniversary in 2026. This landmark occasion will not only honour the brand’s rich legacy but also set the stage for an exciting future brimming with groundbreaking innovation, unforgettable games, and an enduring cultural impact that continues to inspire gamers worldwide.
In Australia, the Xbox brand remains a cornerstone of retail, with a strong year-round presence across mass and specialty channels. From consoles to accessories, the Xbox ecosystem is a multi-category powerhouse that continues to captivate fans and drive the gaming industry forward.
The journey of Xbox is far from over - its best days are still ahead. Stay tuned as the countdown to this extraordinary milestone begins!
Halo: A New Era of Legacy and Innovation
In 2024, Halo made a seismic impact in the streetwear scene, teaming up with Culture Kings to launch an electrifying capsule collection that spanned ANZ and the US. This celebration of Halo’s rich history wasn’t just a collaboration - it was a cultural phenomenon. At the heart of its success was the Master Chief Battle Rifle tee, which skyrocketed to become Culture Kings’ top-selling licensed SKU of the year. This milestone underscores Halo’s enduring appeal and its ability to connect with fans in bold, unexpected ways.
But the Halo universe isn’t just thriving in fashion - it’s evolving at its core. 343 Industries has transformed into the newly minted Halo Studios, signalling a new chapter for the franchise. With multiple projects powered by Unreal Engine in development, Halo Studios is rewriting the playbook for how it creates Halo games. This fresh approach promises to push the boundaries of the beloved series, blending its iconic legacy with cutting-edge innovation.
Merchantwise’s collaboration with Activision Blizzard® continues to grow, with more licensees and retailers getting on board with us for their iconic stable of games!
2024 saw the triumphant return of Call of Duty: Black Ops franchise, with the sixth game released in October, much to the excitement of Australia’s massive player base.
Merchantwise marked the occasion with the release of a fashion collaboration with streetwear giants Culture Kings, incorporating Call of Duty’s rich legacy through Culture Kings’ unique urban aesthetic. The incredible range, featuring the most recognized locales and icons, was eagerly snapped up by fans.
Looking ahead to 2025, Call of Duty fans are eagerly anticipating announcements on what this year’s release will be. There are some big rumours out in the fan community with a lot of different predictions, but we look forward to sharing more details as they come to light!
The World of Warcraft is one of the most iconic and influential Massively Multiplayer Online Role-Playing Games in the world. Launched in 2004, the game has seen numerous expansions and updates that have kept it relevant and popular over the years as players explore the vast, ever-evolving world of Azeroth.
2025 promises to be huge for WoW fans, and while developers remain tight lipped, anticipation for a new release continues to build. We’ll share more information about this iconic franchise as it happens, and would love to speak with retailers and licensees on how to bring this brand to life in Australia.
The Diablo franchise also continues its evolution with 2023’s Diablo IV as its centerpiece. With a steady stream of expansions, seasonal content, and live updates, the studio is working to keep the player community engaged and excited for what’s to come.
90’s nostalgia is as strong as ever, with games like Crash Bandicoot and Spyro the Dragon holding a fond place in people’s hearts. Our partners at EB Games continue to bring these whimsical characters to life with creative and unique interpretations on a wide range of products, and be on the look out for some fashion collabs featuring iconic old school looks for these coming in 2025!
Merchantwise is proud to announce their appointment as Licensing Agent for Bethesda and beloved brands like Fallout, Doom, The Elder Scrolls, Starfield and more!
DISNEY POP-UP STORE IN SYDNEY
The retail arm of The Walt Disney Company launched its first-ever popup in Sydney, at Westfield Bondi this past January. This comes months after launching its first-ever Australian pop-up at Westfield Doncaster in Melbourne.
The Westfield Bondi pop-up store sold a curated range of fashion and accessories, including adult and childrenswear, backpacks and kids costumes, alongside collectibles and soft toys. Sales were across Disney, Pixar, Marvel and Star Wars.
The pop-up ran from January 25 to February 16 this year. Alongside highly coveted products, including lightsabers to merchandise direct from Disney Parks, the pop-up also included products from Disney Store Japan, all exclusively available at Disney Store in Australia.
The launch of the new pop-up also follows the establishment of a local warehouse in Victoria for the Disney Store, in Truganina, in a bid to drive local fulfilment.
WHAT’S BEST FOR OUR KIDS?
Digital Detox, Kids Unplugged or Screen Time Pause are familiar phrases every parent recognises in relation to their children’s constant involvement with technology. It is well documented that we all spend far too much time in front of digital devices, and this is having a profound impact on our physical and mental wellbeing ... but that does not mean we can’t work with this phenomenon to create meaningful experiences that are beneficial and most of all fun.
That is where Australian-designed Taktik Tennis™ comes in as it is designed to get you off the couch to engage in a physical activity that is compulsive, healthy, skill based and fun. You may remember hitting a tennis ball against a brick wall or playing Totem Tennis in the backyard until called for dinner, that endless enjoyment of just hitting a ball. Well, Taktik Tennis™ captures that time honoured enjoyment and brings with it the excitement and engagement that is an ex-
E-COMMERCE GROWS IN NEW ZEALAND
The e-commerce market in New Zealand is expected to grow at an annual growth rate of 7.1%, reaching $10.8b (US Dollars) by 2028, according to GlobalData research. This growth is driven by a significant shift from offline to online shopping.
In 2023, the country’s e-commerce market grew by 12.3% to $7.5b US Dollars.
International brands are entering the New Zealand marke. For example, Spanish retailer Mango launched its own e-commerce site in May 2024, and American Apparel will launch in March 2025.
New and/or Innovative shopping methods, like livestreaming, are also being used to attract consumers.
In May 2023, The NZ Herald and The Warehouse Group launched “The Selection Live Shopping,” an online shopping channel aimed at expanding their customer base.
Looking ahead, a 10.1% growth in e-commerce sales in 2025, reaching $8.2b is forecast.
pected part of our digital age, the ability to measure your performance and set goals to train and improve through a very clever smartphone App.
You hit a real tennis ball with a real strung racket and measure your hit speed and number of hits per minute while comparing your performance on the constantly updating leaderboard making it addictive in the best possible way.
Taktik Tennis™ has been designed to build hand eye coordination, burn calories, improve ball skills and encourage healthy competition that builds resilience and a competitive spirit.You don’t need to find a court or be a member of a club to get your eye in, you can play indoors in the winter or outdoors anytime, anywhere with anyone. And that’s not the best thing, all ages and skill levels can play {8+}, adults and children alike can have hours of enjoyment and competition while measuring who’s best on the leaderboard.
Taktik Tennis™ is an inclusive game that is suitable for physically impaired people who are restricted to wheelchairs, as they can get involved by simply adjusting the pole height and/or string length then playing or training as much as they like. By playing Taktik Tennis™ you will build physical wellbeing and mental acuity while having a whole lot of fun.
WACKADOO! BLUEY’S WORLD OPENS IN BRISBANE – AND A MOVIE IS ON THE WAY!
Excitement is at an all-time high as Bluey’s World has officially opened its doors in Brisbane, bringing one of Australia’s most beloved animated series to life like never before.
The immersive experience, one of the largest of its kind in the country, is set within the expansive 4,000sqm custom-built Northshore Pavilion in Brisbane’s vibrant arts and entertainment precinct.
Designed for fans of all ages, Bluey’s World offers a guided, interactive journey through the Heeler’s home and surroundings. Visitors can step into Bluey’s world, exploring meticulously recreated locations from the show, including the family’s living room, kitchen, playroom, backyard, and more. With innovative set designs and interactive games, the experience has been carefully curated to mirror the spirit of the series, encouraging creative play and connection.
“We’re thrilled to throw open the Heeler’s front door and welcome families to Bluey’s World,” said Kate O’Connor, Director of Brands and
Licensing, BBC Studios ANZ. “This experience is one-of-a-kind, offering fans a way to engage with Bluey in an imaginative, hands-on environment. We hope it will inspire children and parents alike to enjoy moments of play and creativity, just like the Heelers.”
Since its November 2024 opening, Bluey’s World has attracted visitors from across Australia and beyond, reinforcing Brisbane as a must-visit destination for fans of the hit TV show. Tickets have been in high demand, as buzz builds around the attraction.
But that’s not the only big news for Bluey fans. BBC Studios and The Walt Disney Company have announced the first-ever animated feature film for Bluey. The highly anticipated movie will be released in cinemas worldwide, bringing Bluey’s adventures to the big screen for the first time. Following its theatrical run, the film will be available for streaming on Disney+, and will also air on ABC iview and ABC Kids in Australia.
Written and directed by Bluey creator, Joe Brumm, the film is a Ludo Studio production in collaboration with BBC Studios. Fans can expect the same charm and humour that has made the animated series a global phenomenon.
“I really enjoyed the experience of working with a longer format on ‘The Sign’ in Series 3, so going even further with a feature film feels like a natural extension of that. I’ve always thought Bluey deserved a theatrical movie. I want this to be an experiential event for the whole family to enjoy together,” said Joe Brumm, creator of Bluey.
Whether stepping into the immersive Bluey’s World in Brisbane or gearing up for Bluey’s big-screen debut, fans everywhere have more reasons than ever to celebrate.
For more information and to book tickets to Bluey’s World, visit blueysworld.com.
AUSTRALIAN RETAILA TIME OF EVOLUTION
The retail sector in Australia, particularly regarding consumer products, has undergone significant transformation in recent years, influenced by technological advancements, changing consumer behaviors, and external economic conditions. This dynamic environment has prompted retailers to adapt their strategies to meet the evolving preferences of Australian consumers.
One of the most notable trends is the surge in e-commerce – now reported to be worth more than 25% of retail sales. The COVID-19 pandemic accelerated the shift toward online shopping, leading to an unprecedented growth rate in digital sales. Many consumers who previously relied on brick-and-mortar stores have embraced online shopping for its convenience and safety.
As a result, Australian retailers have heavily invested in improving their e-commerce platforms, enhancing user experience, and optimizing logistics for quicker deliveries. Major retailers like Coles and Woolworths have expanded their online offerings, while smaller businesses have also entered the digital space, creating a competitive landscape.
Consumer preferences have shifted notably towards sustainability and ethical consumption. More Australians are seeking eco-friendly products and transparent supply chains. Retailers are responding by incorporating sustainable practices, such as using biodegradable packaging and sourcing materials ethically. Brands that promote
their commitment to sustainability often attract environmentally conscious customers, leading to increased brand loyalty.
Omni-channel retailing has become critical, allowing customers to shop seamlessly across different platforms—physical stores, websites, and mobile apps. Many retailers are integrating their channels to offer services such as click-and-collect, where consumers can order online and pick up their products in-store. This strategy not only caters to consumer preferences for flexibility but also enhances the in-store shopping experience by driving foot traffic.
Additionally, experiential retail is gaining traction as businesses strive to create engaging shopping environments. Retailers are transforming stores into interactive spaces where customers can experience products firsthand, participate in workshops, or enjoy social events. This shift emphasizes the importance of customer engagement and community connection, which are vital for building brand loyalty in today’s market.
Economic conditions, including inflation and rising living costs, are also affecting consumer behavior.
Many Australians are becoming more price-sensitive, seeking value in their purchases. Retailers are responding with promotions, loyalty programs, and discounts to attract cost-conscious shoppers.
Technology integration continues to
play a vital role in retail, with artificial intelligence and data analytics becoming essential tools for understanding consumer behavior and personalizing marketing strategies. Retailers are leveraging these technologies to provide tailored recommendations, enhance customer service, and streamline inventory management.
The Australian consumer products market is a significant sector of the economy, encompassing a wide range of goods and services purchased by individuals and households. The Australian consumer market is valued at hundreds of billions of Australian dollars, with retail sales being a major component. In 2022, retail sales in Australia were estimated to be around AUD 350 billion. The market includes various segments such as food and beverages, clothing and footwear, household goods, and personal care products, among others.
The market has shown resilience and adaptability, especially post-COVID-19 pandemic, with a trend towards online shopping and digital services.
In conclusion, the state of retail in Australia regarding consumer products reflects a landscape of rapid adaptation and evolution. Retailers that embrace digital transformation, focus on sustainability, create unique shopping experiences, and respond to economic challenges are better positioned to thrive in this competitive and ever-changing environment. As consumers continue to evolve, the retail sector will need to remain agile and innovative to meet their needs.
If you would like to collaborate with bestin-class global brands, please get in touch: justin@ asembl-brands.com www.asembl-brands.com
2025 Retail Trends
Last year we saw three key trends emerge – Kidults, pop culture and the power of Gen Z tweens – as we move into 2025 these trends are set to make a big splash at retail in Australia.
‘Kidults’ is ushering in a remarkable boom from captivating collectibles and engaging games to the soothing allure of fidget toys. It is a trend that retailers all over the world are expecting to only get even bigger.
New partnerships for Chupa Chups have continued to see the iconic lollipops, which have been conquering the heart and taste of young and young at heart since 1958, capture the ‘Kidults’ market. New launches from lifestyle retailers include BCF which a fun range of inflatables and swimwear, Allkinds with fun shower foam scents, along with TYPO and their Xmas range of gifting items.
Off the back of a successful Australian Toy & Licensing Fair in 2024 along with Chupa Chups vibrant pop style which has been developed for licensing and always on trend, several new licensed partners join the Chupa Chups family including Hunter Leisure, ZAK (Hot Topic) and Plan B International.
Hunter Leisure has recently launched an extensive range of scented stationery and carnival plush, with an arts & crafts line currently in development.
ZAK (Hot Topic) now offers bath products, colour cosmetics, hair prod-
ucts, and accessories—with their ranges at Big W selling out over the holidays. Plan B is set to launch speakers, headphones, chargers, and other tech products, along with beach towels and sports equipment.
New categories open for discussion are collectible figurines, vinyl toys which are aimed at a kidult audience like the TUD Toy X Chupa Chups collaboration are working very well for Chupa Chups globally.
Asembl has observed the power of both nostalgia in food categories, as well an increased appetite from Gen-Z where consumers connect with brands through flavour and scent.
Iconic Australian brands including Streets Ice Cream and Menz Violet Crumble lend their nostalgia and creative identity perfectly to the pop culture trend. With a special place in the hearts of all Australians and the nation’s favourite jelly Aeroplane Jelly marks its 100th anniversary in 2027 and now has jelly-licious opportunities available in the licensing space.
Renowned international brands like Rainbow Brite and Strawberry Shortcake will take centre stage as the pop culture trend places a spotlight on nostalgic brands from the 70s, the 80s,
90s and right through to the Y2K era. Brand extensions for Gen Z tweens will take over retail this year with the likes of Allkinds and mass retailers chomping up brand partnerships with iconic local and global brands fuelled by the influence of social media. Gen Alpha will continue to influence the future of retail and household decisions. With immense spending power tweens have developed online habits like ‘get ready with me’ but are also expecting offline experiences including in-store brand activations. Chupafest in AllKinds amplified the brand partnership between Chupa Chups and the bath & body daily essentials brand – the festival of fun Chupafest included prizes, photo opportunities and giveaways.
With retail now becoming a tween playground this year we will see bath and body, beauty, stationery and accessories as well as fashion will all be the hallmark categories for the trend-savvy Gen Z tween demographic.
Asembl is Asia Pacific’s premier FMCG & Lifestyle brand extension agency. Headquartered in Melbourne, Australia and led by Co-Founder and Managing Director, Justin Watson Asembl’s capabilities extend across strategy, brand management, retail engagement, product development, creative, contract administration, marketing, and digital media. Asembl delivers a holistic end-to-end approach grounded in trusted relationships with brand owners, retailers and manufacturers. Clients include Coca-Cola, Diageo, Perfetti Van Melle, and Unilever. Asembl is a part of the Merchantwise Group, an integrated group of brand management, digital media & marketing businesses. The group combines brand licensing, creative marketing and digital media to build and extend great brands.
For information, contact Khia Pledger khia.pledger@ moosetoys.com
www.moostoys.com
BREAKING BOUNDARIES: Moose Toys Reveals Bold Licensing Line Up for 2025
As the Melbourne Toy Fair approaches, the buzz in the toy industry is evident, with Australian powerhouse Moose Toys poised to steal the spotlight.
Revered for its innovation and creativity, Moose Toys is leaning into the booming kidult market, unveiling an impressive lineup of products, including the highly anticipated debut of its Amazing Digital Circus toy range.
The kidult category, targeted at older collectors and nostalgic adults, has exploded in popularity in recent years and Moose Toys is at the forefront of this movement. From Amazing Digi-
tal Circus collectibles to large-scale figures and posable plush, Moose is bridging the gap between imaginative play and collectible art.
The Amazing Digital Circus has been a cultural sensation since its debut on YouTube in October 2023. The brainchild of another Aussie innovator, Glitch Productions, the animated series follows a group of humans trapped inside a circus-themed virtual reality game ruled by a mischievous AI. This unique premise has resonated with audiences globally, achieving over 450 million views on its debut episode and setting a record as one of
the most-watched animated pilots in history.
With its rapidly expanding fanbase, bolstered by a Netflix debut in late 2024 and nine more episodes set to launch by September 2025, Amazing Digital Circus is more than just a show, it’s a phenomenon. Moose Toys’ fasttracked product line reflects the massive demand from fans eagerly awaiting collectible merchandise.
From detailed figures to high-quality plush, the line caters to both core collectors and younger fans discovering the series for the first time.
The line includes a range of products at multiple price points, ranging from $10.00 to $45.00, including: mini collectibles; vinyl figures that will released in two waves; a large Pomni Vinyl; posable plush; and SFX plush.
Khia Pledger, Australia Marketing Manager at Moose Toys, shared her excitement about bringing the range to laudiences. “The Amazing Digital Circus has captured the imagination of audiences worldwide, and we are thrilled to launch a toy range that stays true to its quirky, creative spirit to Australian fans. Our team has produced a thoughtful range of products at accessible price points, that will appeal to all ages,” she said.
Moose Toys is also bringing fresh energy to its established brands this year with TileTown and Heroes of Goo Jit Zu launching new character and playset expansions with licensing partners, while Bluey and MrBeast Lab lines introduce exciting new innovations for young fans.
With even more bold licensing launches set for later this year, and a yearround commitment to innovation, Moose Toys is set up for another phenomenal year of transforming the toy industry.
Gearing up for a transformative 2025 with major growth and new launches
After a breakout first year, Born to License has entered 2025 with momentum—signing its 20th client, expanding its team, and overseeing a growing portfolio of product launches across multiple markets.
Launched in early 2024 as a division of Born Licensing, Born to License was created to help businesses navigate the complexities of licensing, managing the entire process from strategy to execu tion. Initially setting a goal of signing 10 clients in its first year, the firm nearly doubled that target—proof that de mand for licensing expertise is stron ger than ever.
To support its rapid growth, Born to License has expanded its team with five key hires: Alyssa Gourlay as VP of Licensing, Jenna Chalkley as Head of Product Development, Brinna Ball as Licensing Coordinator, Alyssa Clark as Product Development Coordinator, and Juliana Trevisani as Executive Assis tant to CEO David Born.
“Our first year was about prov ing our model, building trust, and showing brands what licensing can do for them,” says David Born, CEO of Born Licensing. “Now, we’re ready to scale.”
A standout moment in Born to License’s first year was the launch of a Disney-li censed back-to-school range by Australian com pany Hippo Blue, mark
ing a major milestone for both the agency and its client.
Hippo Blue, a leader in personalized children’s products, partnered with Disney to introduce an exclusive collection of school essentials just in time for the back-to-school season in
cherished franchises, allowing children to bring their favorite characters into their daily routines.
“This launch is a fantastic example of how licensing can elevate a brand’s offering,” says Born. “By merging personalization with some of the most recog-
David Born
In the United States, luxury jeweler Steven Singer partnered with Universal Products & Experiences to launch a limited-edition 24k GoldDipped Roses collection inspired by the highly anticipated film, Wicked.
The collaboration transformed an iconic piece of storytelling into a timeless gift, tapping into the excitement surrounding Wicked’s release while offering fans a unique and collectible way to celebrate their love for the franchise.
In the United Kingdom, Quick Milk Sipper Straws embraced the holiday season with an Elf on the Shelfthemed range, putting a festive twist on their beloved milk flavoring straws. With Elf on the Shelf already a staple in many homes during the holidays, this collaboration seamlessly extended the tradition beyond storytelling and into an interactive family experience.
Kicking off 2025, Unisnacks introduced a Care Bears-branded beverage range in partnership with the Kato brand. Featuring the nostalgic charm of Care Bears, this new line of fruit-based drinks appeals to both millennials who grew up with the brand and a new generation discovering its magic.
With these launches, Born to License continues to demonstrate how smart licensing partnerships can drive brand growth and open new revenue streams—whether in luxury jewelry, food & beverage, or seasonal gifting. The diversity of these projects reinforces the agency’s ability to navigate licensing deals across industries, solidifying its position as a key player in the global licensing ecosystem. With 2024 laying a solid foundation, 2025 is all about expansion and scale.
This year, Born to License clients will be launching licensed products across a wide range of categories, from FMCG, kitchenware, apparel, and toys & games, to homewares, gifting, and more.
These launches will further highlight the versatility of licensing, proving that brands of all shapes and sizes can tap into the power of intellectual property to drive growth and consumer engagement. Whether it’s character-branded cookware, apparel collaborations, or collectible toys, Born to License is helping brands enter the licensing space strategically and effectively.
One of the company’s major initiatives in 2025 is the Born to License Podcast, designed to demystify the world of licensing for newcomers to the industry. The first season, hosted by
David Born, will feature 10 episodes filled with personal stories from his nearly 20-year career in licensing. Season two will expand into expert interviews, bringing in industry leaders to share insights on how licensing works and how businesses can leverage it for success.
“Licensing is often seen as a complicated, niche industry,” says Born. “With the podcast, we want to break it down in a way that’s engaging, entertaining, and accessible—so that more businesses, entrepreneurs, and creatives can tap into the power of licensing.”
As Born to License continues to grow, it remains committed to David Born’s original mission when founding Born Licensing — driving incremental revenue into the licensing industry and fueling its expansion.
In 2025, fans of the beloved little white bunny, Miffy, are celebrating a milestone: the 70th anniversary of Miffy’s debut.
Created by Dutch artist Dick Bruna, Miffy, known as “Nijntje” in Dutch, first appeared in a book in 1955.
Since then, the character has become a global sensation, enchanting generations with her innocence, charm, and simplicity. Miffy’s minimalist design has transcended time, making her a favourite of both children and adults alike.
Centa IP tell us more...
Miffy, Celebrating 70 Years of Timeless Charm in 2025
Australian Licensees Bring Miffy to Life
The Miffy brand has continued to grow internationally, and 70 years later, the Miffy books have sold more than 85 million copies, and are currently published in more than 50 languages. Merchandise is available across five continents and highly integrated business units in the fields of publishing, media and licensing support Miffy’s global explorations.
A variety of Australian companies continue to bring Miffy to Australian homes in various ways. In celebration of Miffy’s 70th anniversary, many local licensees are showcasing exciting collaborations and products.
Cotton On, Mitch Dowd & Uniqlo (Apparel): Fashion-conscious Miffy fans will find a collection of apparel for all ages. Cotton On, Mitch Dowd and Uniqlo all feature stylish clothing items adorned with Miffy’s imagery. Mitch Dowd continues to drive the brand in Australia with it again being selected as the Gold brand for Target for Easter 2025.
Jasnor & Rhino Rhino (Plush Toys):
Miffy’s plush companions have long been a favourite among fans of all ages. Jasnor and Rhino Rhino offer these high-quality, soft Miffy plush toys.
Engelite (Accessories): Bringing Miffy’s charm into everyday life with a range of accessories, from luggage, travel bags, keychains and travel tags. Bensons (Showbags): For those at-
tending Australian fairs and festivals, Bensons offers Miffy-themed showbags filled with a variety of fun goodies. Aesthetik Kids (Furniture): Miffy is now available for the home with furniture designed for children. Currently available through Sam’s Club (China) and Costco stores through Asia and North America, as well as locally through Harvey Norman.
The Oodie & Kip & Co (Apparel & Back-to-School Items): From cozy oversized hoodies to back-to-school essentials, The Oodie and Kip & Co have tapped into the Miffy magic, creating fun, comfortable apparel and practical school supplies that both parents and kids will adore.
Promotions: in 2026, Presotea’s 18 stores in Western Australia will run two three month campaigns allowing
fans of bubble tea to fully experience Miffy with Miffy-branded paper cups when they purchase a bubble tea or use their resuable cup. Fans can also collect five different mugs for their collection.
Twinkle Glory (Food): 2026 will also see the launch of a range of Miffy food products including jelly drinks, popcorn, chips, drinks, biscuits and ice cream from Twinkle Glory the Terrific Gift Emporium both online and through various pop up stores in major metro shopping centres.
Dick Bruna and the Birth of Miffy
Dick Bruna, a talented illustrator and author, originally created Miffy as a story to tell his young son. The first book, titled “Miffy,” was inspired by the little rabbit he had seen hopping around in the fields near his home. Bruna’s artistic style, characterized by bold lines and bright, primary colours, quickly struck a chord with readers worldwide. Miffy’s adventures and lovable nature made her one of the most recognizable characters in children’s literature. As Miffy celebrates her 70th anniversary in 2025, it’s clear that the magic of Dick Bruna’s creation continues to thrive across the globe. With Australian licensees offering everything from plush toys to apparel and furniture, Miffy’s timeless appeal is more accessible than ever, continuing to spark joy and wonder in fans young and old.
IMG BRING BRANDS TO AUSTRALIA
Leveraging a deep understanding of the Australian market and an unparalleled global network, IMG Licensing continues to drive impactful collaborations for globally-recognised brands in the region. From fashion to beverages, over the last year IMG Licensing has facilitated new deals that enhance consumer engagement and bring these brands closer to Australian audiences.
Nicola Franklin, IMG Licensing’s Australia-based Senior Director commented, “Australia continues to be an exciting market for licensing, with brands looking for innovative ways to engage consumers. The success of these collaborations highlights the strong demand for globally recognised IPs in the region, whether through fashion, sports, or lifestyle products.”
Budgy Smuggler, the popular Australian swimwear brand teamed up with SmileyWorld to launch a vibrant and playful collection designed to spread positivity at the beach and beyond. Featuring iconic SmileyWorld graphics, the collection includes one-piece swimsuits for women and girls, as well as brief styles for men and boys. Fans can choose from three unique designs: SmileyWorld Donuts, SmileyWorld Gradient, and SmileyWorld Geometric, with the latter two also offering unisex bucket hats for a complete summer look.The collection captures the spirit of fun and self-expression that both Budgy Smuggler and SmileyWorld embody.
Meanwhile, Hallenstein Brothers has made a bold entrance into licensed apparel with its UFC collection. Featuring oversized tees, hoodies, and shorts depicting prominent UFC athletes, the range was an instant hit, selling out within its first week of launch. With demand continuing to surge, new styles are being introduced monthly, ensuring UFC fans can keep up with the latest trends while celebrating their favourite fighters.
Dolly Wines has also made a significant splash in Australia, following its successful launch in the US and UK last year. While the brand offers a Rosé and Prosecco in the UK and a Chardonnay and Pinot Noir in the US, Australian audiences get an exclusive Sparkling wine. Developed in collaboration with leading Australian wine company Accolade Wines and sold through Dan Murphy’s and BWS, Dolly’s Sparkling quickly became a summer favourite, receiving rave reviews and cementing itself as a go-to holiday drink for the season.
MINECRAFT MILK
Minecraft has launched into the Australian food and beverage category for the first time with a new range of flavoured milks made by Norco Co-operative, Australia’s oldest and largest dairy co-operative. This deal with Norco was brokered by FMCG specialist agency Asembl on behalf of Merchantwise, the brand licensing agency for Minecraft in Australia and New Zealand. The four Norco Minecraft flavoured milks are now available in Woolworths, Coles and Independent Supermarkets.
TAKING SHAPE WITH CATALINA ESTRADA
International designer Catalina Estrada has developed several successful collections in Australia and New Zealand over the past year and, following the most recent with partners Amscan and Ladelle, UK licensing agency, This is Iris, is thrilled to announce their new partnership with leading fashion retailer Taking Shape. This partnership has seen Catallina work directly with the Taking Shape designers to create bespoke artwork for her first apparel and accessory line for this exciting territory. The new collections include beachwear, nightwear, accessories, jewellery and footwear.
Sarah Lawrence, Licensing Director at This is Iris said, “Taking Shape have been an absolute joy to work with, allowing us and Catalina to work side by side with their various departments to create this stunning new range. Taking shape have been leading the way in women’s curve fashion for over 35 years and we and Catalina are proud to have the opportunity to work on a collection that celebrates women and fashion, no matter what size, shape or age. We’re excited to see what the New Year will bring Catalina following several discussions with key UK partners as we’re already preparing to announce several other new art and design partnerships due to launch across 2025.”
Zac Power: A co-production that brings a global franchise to life
The world of children’s entertainment continues to evolve, with iconic brands constantly reimagined for modern audiences. One such project sparking excitement is the upcoming co-production feature film Zac Power, a collaboration between powerhouse animation studios Flying Bark Productions and Cheeky Little Media. Based on the globally beloved children’s book series of the same name, Zac Power promises to translate the thrilling adventures of the pint-sized spy onto the big screen while opening the doors to a lucrative licensing ecosystem. This editorial explores the creative partnership behind the film, its potential to expand the Zac Power universe, and how Cheeky Little Commercial is poised to transform the franchise into a global licensing phenomenon.
The Legacy of Zac Power
First published in 2006, Zac Power by H.I. Larry has been a staple for young readers, published in 15 territories, translated into nine languages, amassing millions of copies sold worldwide. Known for its action-packed adventures, clever gadgets, and a relatable protagonist, the series follows 12-yearold Zac, who balances the challenges of school and family life while working as an undercover agent for the fictitious spy organization GIB (Government Investigation Bureau).
Zac Power struck a chord with chil-
dren and parents alike, blending escapism with core themes of teamwork, bravery, and problem-solving. With 50 books in the series and multiple spinoffs, the franchise has proven its ability to sustain audience interest across generations. Now a major movie release from Paramount Pictures, the film aims to capture this spirit while enhancing it for a new, visually driven medium.
Flying Bark Productions and Cheeky Little Media: A Dynamic Collaboration
Flying Bark Productions and Cheeky Little Media are both industry leaders in their own right, with impres-
sive portfolios in animated and family-friendly content.
Flying Bark’s prolific catalogue includes Emmy-award winning Moon Girl and Devil Dinosaur (Disney TVA), What If...? (Marvel), and Monkie Kid (LEGO), as well as the 100% Wolf, Maya the Bee and Blinky Bill franchises. Their expertise in blending action, humour, and heart makes them an ideal partner for adapting Zac Power’s high-octane world into a visually stunning feature film.
Cheeky Little Media, meanwhile, is celebrated for its inventive storytelling and vibrant aesthetics, as seen in shows like Kangaroo Beach and Vegesaurs. With their knack for creating compelling characters and relatable narratives, Cheeky Little brings a unique creative lens to the project, ensuring that Zac’s story remains fresh and relevant. Together, these studios are leveraging their combined strengths to craft a cinematic experience that stays true to the essence of Zac Power while pushing the boundaries of animated storytelling. The film’s co-production model also allows for a deeper integration of artistic and cultural sensibilities, ensuring that it resonates with audiences worldwide.
The Transition from Page to Screen
Adapting a beloved book series like Zac Power into a feature film is no small feat. While the books provide a wealth of narrative material, translating those stories into a 90-minute cinematic adventure requires careful consideration.
The film will explore Zac’s dual life as a secret agent and an ordinary kid, ensuring that the high-stakes action is balanced with moments of humour and emotional resonance. The creative team has worked closely with Hardie Grant, the original publishers to honour the franchise’s roots while
expanding its visual and thematic scope.
Key to this adaptation is the world-building.
The Zac Power books are renowned for their imaginative settings and futuristic spy gadgets, and the film aims to bring these elements to life with cutting-edge animation techniques. From underwater bas es to high-tech head quarters, audiences can expect a rich, im mersive environment that draws them into Zac’s world.
A Franchise with Licensing Potential
Beyond the feature film, Zac Power represents a tremendous opportunity for global licensing and merchandising. With its blend of action, adventure, and relatable characters, Zac Power is uniquely positioned to capitalise on
this market. The film will introduce Zac to a broader audience, laying the groundwork for a multi-faceted licensing strategy.
Cheeky Little Commercial, the licensing arm of Cheeky Little Media, holds global licensing rights for the Zac Power franchise and is actively developing partnerships across a range of
categories. From the obvious action figures and playsets to backpacks and stationery, there is also significant potential in digital gaming, given the film’s focus on spy gadgets and missions - a natural fit for interactive
Cheeky Little Commercial: Driving Global
As the custodian of the Zac Power brand’s licensing potential, Cheeky Little Commercial is spearheading efforts to build a cohesive, global merchandise strategy. David Taylor, the company’s Commercial Director, is enthusiastic about the possibilities. “Zac Power is more than a film. It’s a brand with the potential to inspire and engage children around the world. We’re committed to ensuring that fans can connect with Zac’s adventures in every aspect of their lives, whether it’s through toys, games, apparel, or experiences.
Cheeky Little Commercial is actively seeking partners in key licensing categories, including:
- Toys and Collectibles: Action figures, spy-themed playsets, and tech-inspired gadgets.
- Apparel and Accessories: Clothing lines that reflect Zac’s adventurous spirit and stylish designs for young fans.
- Interactive Entertainment: Video games, apps, and augmented reality experiences that immerse fans in Zac’s world.
- Live Experiences: Opportunities for theme park attractions, escape rooms, or interactive exhibits.
Publisher Hardie Grant are planning to expand on the original book series with tie-ins and spin-offs linked to the film. With a well-defined global strategy in place, Hardie Grant is expanding the Zac Power franchise beyond Australia which has begun with a targeted soft launch in the US, Canada and selected territories across LatAM. UK launches 2025.
Looking Ahead
The Zac Power feature film marks a significant milestone for the franchise, one that not only reinvents the beloved brand for a new generation but also positions it as a major player in the global licensing arena.
Flying Bark Productions and Cheeky Little Media’s collaboration is set to deliver an action-packed, visually stunning film that stays true to Zac’s roots while pushing the envelope of animated storytelling.
With Cheeky Little Commercial at the helm of licensing and merchandising, the franchise is poised for success across multiple platforms. Their focus on building strong global partnerships ensures that Zac Power will not only captivate audiences in theatres but also become a staple in homes, classrooms, and playrooms around the world.
As the film’s release approaches, David Taylor and the team at Cheeky Little Commercial are ready to discuss opportunities with prospective partners. The time is now to be part of the Zac Power phenomenon.
For licensing inquiries and to explore available categories, reach out to David Taylor at Cheeky Little Commercial. The world of Zac Power is just beginning. Don’t miss your chance to join the adventure.
The BrandTrends Group reveals significant insights from its latest research, highlighting key trends and notable shifts.
If you would like more information about this topic, please contact Philippe Guinaudeau - BrandTrends at philippe.guinaudeau@ brandtrends.ai.
Top 30 Brands by Mention Reach
CRACKING THE CODE OF AUSTRALIA’S LICENSING MARKET
Inclusivity, nostalgia and emerging
trends
Did you know that Australia is home to more than 10,000 beaches—enough to visit a new one every day for over 27 years? While this fun fact might surprise you, it also highlights something else about the country: Australians love variety and choice. This is equally true in the licensing market, where a diverse and ever-evolving landscape caters to an array of preferences, age groups, and cultural influences.
The Australian licensing market is a vibrant and evolving space, shaped by inclusivity, nostalgia, age-specific preferences, and an increasingly competitive landscape. As consumer behaviors shift and new cultural influences emerge, understanding these complexities is essential for brands looking to capture market share and drive long-term growth.
From gender-neutral branding and cross-generational nostalgia to the growing dominance of anime and manga, this article explores the key trends shaping the Australian licensing industry and the strategies that brands must adopt to stay ahead.
Inclusivity and the rise of unisex branding
One of the defining features of the Australian licensing market is its
emphasis on inclusivity, particularly among younger audiences. Traditionally, toy and entertainment brands were segmented by gender, but a clear shift toward gender-neutral branding is reshaping consumer engagement.
Data from the latest BrandTrends Entertainment research shows that 55% of brands resonate equally with boys and girls aged 0–14, signaling a move toward unisex marketing strategies. This trend reflects broader societal changes, with parents and children increasingly favoring products that celebrate diversity and inclusivity. Animated franchises and toy lines that embrace a universal appeal—rather than reinforcing gender norms—are thriving in this space. However, as consumers transition into adolescence and adulthood (15–65), brand preferences begin to diverge along gender lines. In this older demographic, only 34% of brands maintain equal popularity across genders, illustrating how personal identities and interests become more defined over time.
For marketers, this presents a dual challenge: balancing broad appeal in younger demographics while tailoring campaigns to align with the distinct preferences of older audiences.
A fragmented and intensely competitive market
Australia’s licensing market is highly fragmented, with a vast array of brands competing for consumer attention. While some franchises achieve cross-gender success, others remain deeply entrenched in gender-specific appeal. For example, Spider-Man continues to dominate among male consumers, while franchises like Frozen and Barbie retain a strong female
Oct
Top 30 Brands by Mention Reach
24. Both Genders. Age 15 - 65. Australia
ABOUT THE REPORT
The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.
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following. This segmentation creates both opportunities and challenges for brands—on the one hand, niche marketing can drive deep engagement, but on the other, there is increasing pressure to broaden appeal without alienating core audiences.
Oct
al divides and resonating with both younger and older audiences.
• Adolescents and Young Adults (15–25):
Top 30 Brands by Mention Reach
24. Both Genders. Age 0 - 14. Australia
To navigate this competitive landscape, brands are turning to strategic collaborations, influencer partnerships, and innovative product extensions. Limited-edition releases, co-branded collections, and digital-first marketing strategies are helping companies stand out in a crowded market, demonstrating the need for agility and innovation.
Nostalgia and the surge of anime & manga
Nostalgia remains a powerful driver of consumer behavior in Australia’s licensing market. Long-established franchises like Tom & Jerry and Pokémon are enjoying renewed popularity, proving that emotional connections to childhood favorites can fuel sustained brand loyalty.
Simultaneously, anime and manga properties are witnessing unprecedented growth, challenging the traditional dominance of Western franchises.
Titles like Naruto, One Piece, and Dragon Ball have cultivated massive fan bases, cutting across generation-
The rise of anime reflects a broader cultural shift toward global entertainment consumption, with streaming platforms making Japanese content more accessible than ever before. Licensing brands that recognize this shift—and actively engage with anime and manga fans—can unlock lucrative opportunities in merchandise, apparel, and collectibles.
For companies looking to capitalize on nostalgia and anime’s rise, the key lies in reimagining classic properties for modern audiences while embracing the unique aesthetics and storytelling of Japanese franchises.
Age-specific preferences and the dominance divide
Beyond gender, Australia’s licensing market is also shaped by clear agebased preferences.
• Children (0–14): Bluey has emerged as a dominant force in the preschool and early childhood segment.
As an Australian-born brand with strong family values, Bluey’s widespread appeal has propelled it to international success.
The Simpsons remains a cultural mainstay, maintaining its relevance across multiple generations. Similarly, franchises like Pokémon and Marvel continue to perform strongly, proving that successful licensing strategies must account for evolving yet enduring consumer interests.
• Adults (25–65): Older audiences gravitate toward brands with nostalgic appeal, often re-engaging with childhood favorites in new ways—whether through collectibles, fashion, or digital content.
Key takeaways for licensing professionals:
• Inclusivity is a major growth driver.
• Competition is fierce.
• Nostalgia fuels long-term engagement.
• Anime and manga are reshaping the market.
• Age-based preferences guide brand success.
In a market that is constantly evolving, staying data-driven, consumer-focused, and adaptable will be the key to excel in this Australia’s dynamic licensing ecosystem.
The BrandTrends Group is a unique, multi-country provider of marketing research, focusing on brand, lifestyle, consumer behavioral and attitudinal trends, with a particular focus on children, youth, and families. Their experienced researchers and analysts are renowned in the industry for their expertise in monitoring brand performances, consumer attitudes and behaviors across up to 53 markets annually, making them a reliable and respected authority in the field. One of their most interesting value points is their ability to look at facts from a different perspective, providing a unique reading of the true trends in the market. Their proprietary analytics, such as the Brand Popularity Index and Consumer Demand Gap, coupled with high-quality and accurate data enable clients to identify the best opportunities in retail activation, competitive environments, and brand line equity and design. As a respected and trusted leader in their field, they work with renowned global companies across a variety of industries, including consumer package goods corporations, entertainment studios, retailers, and industry bodies.
With over 35 years of experience, Jasnor has earned its reputation as a leading supplier of high-quality licensed products across Australia and New Zealand.
With a commitment to sourcing the best from around the globe, Jasnor represents a portfolio of brands that resonate with fans of all ages.
This includes evergreen licenses such as Miffy, Disney, Paddington, Play School and Sesame Street – as well as newcomers such as Emma Memma, Teletubbies and Super Mario.
Jasnor is Bringing the World’s Most Beloved Brands to Australia & New Zealand
Recent standout partnerships for Jasnor are with three distinctly different brands: Deddy Bears, Bluey, and Hello Kitty.
Deddy
Bears: Creepy, Cute, and Collectible
Deddy Bears have taken the collectible plush market by storm. Launching just ahead of the backpack clip blind-bag craze, the European-based Innov8 team redefined the market when creating Deddy Bears, bringing a fresh appeal, which resonated strongly with the young male demographic. The complete Deddy Bears product lineup includes three distinct formats. A 30cm squishy-soft plush toy, packaged in a large coffin-shaped box. The characters also come in a 14cm coffin size and a 12cm Mystery Blind Bag Bag-Clip. Within under 18 months of trading, the brand has earned a multitude of awards and are recent finalists for the Collectible Toy of the Year 2025 at the New York Toy Fair. What’s more, Deddy
Bluey: Australia’s Heeler Phenomenon
The Emmy Award-winning Bluey animated series has transcended its Australian origins to become a global sensation. With heartwarming adventures and universal themes, Bluey has become a cultural phenomenon not only locally, but also internationally. In 2024, Bluey became the most-watched show in the United States, amassing over 35 billion minutes of viewing time. The recent opening of Bluey’s World in Brisbane, Queensland, further highlights the brand’s appeal.
renewed interest in kawaii charm. Jasnor’s global partnerships with acclaimed suppliers such as Spin Master and Blueprint have helped to strengthen their position as one of the largest distributors of Sanrio products in the ANZ market. First showcased at the Reed Gift Fair in Melbourne last August, Jasnor unveiled an impressive lineup that now spans over 80 SKUs.
ing Roblox in early
game rewards. The high demand across the ANZ market will see an exciting expansion of the Deddy Bears
lections and further
As one of the local distributors for the brand, Jasnor promises to deliver a star-studded line up of new FSC approved wooden toys and games. With further exciting additions planned in the leadup to Christmas, Jasnor offers nationwide distribution in both Australia and New Zealand to select retail channels.
Hello Kitty and Beyond:
As the biggest trend in pop culture for 2024, Hello Kitty has been in high demand across the world as she celebrated her 50th Anniver sary with Sanrio. Global sales for Hello Kitty merchandise surged by over 20% last year, driven by her enduring appeal and the launch of special anniversary collections. In Australia, Hello Kitty has seen a remarkable increase in popular ity, with strong sales growth reflecting a
Jasnor is already gearing up for a strong start to 2025 – with a new release of Hello Kitty Pretty in Pink stationery and accessories, new themed premium plush, and more products in the collectibles space very soon. In addition, Jasnor has taken on the license to manufacture the Relaxeazzz Travel Pillows and have developed their own licensed characters. In 2025, the range will include Hello Kitty and Disney characters. In the near future there is room to explore the potential of other popular Sanrio characters such as Cinnamoroll, Pompompurin, My Melody and Kuromi – the latter two are also celebrating milestone anniversaries in 2025.
From Local to Global - Blue Chip Brands powers ahead with new partnerships
Blue Chip Brands is making waves across the globe, expanding its international consumer products program for Australian illustrator Steven Rhodes and spearheading the development of licensed brands throughout Australasia.
Steven Rhodes: A Global Sensation
The global licensing program for Steven Rhodes continues to flourish, with top-tier licensees signing on and new territories opening up. In North America, licensing deals brokered by The Sharpe Company include Changes and Bioworld Canada for apparel. Across the UK and Europe, notable licensees such as Difuzed (apparel), Something Different (giftware), and Grupo Erik (giftware, stationery, and calendars) have joined the program. Additionally, the brand is set to debut in the Indian market through subagent Black White Orange, with two apparel deals already finalized and products launching in early 2025. One of the program’s standout successes has been Steven Rhodes’ collaboration designs with other licensed brands, particularly iconic horror franchises like Ghost Face, Halloween, Terrifier, and Chucky in addition to award winning television series such as Breaking Bad. Fans can look forward to fresh, eagerly anticipated collaborations in 2025, timed with major movie and television releases in the latter half of the year.
Betty Boop: The Original Influencer Gets a Modern Twist
Betty Boop’s licensing program continues to shine with new retail partnerships and product launches. Cotton On’s global release of Betty Boop apparel and accessories in late 2024 was a resounding success. In 2025, Culture Kings and Dotti will introduce their own Betty Boop collections. Additionally, Australian brand LOLA Camera will launch a limited-edition digital camera and accessory line featuring unique Betty Boop filters and a bold red design adorned with the iconic imagery of the original influencer.
University of Cambridge: Heritage Meets Style
The University of Cambridge’s consumer products program is set to grow in 2025. Caprice Australia will continue developing fashion apparel for older girls, focusing on the university’s rich heritage and sporting lifestyle, in partnership with Target Australia. Additionally, Caprice will launch a women’s apparel line at Kmart, featuring designs inspired by the University of Cambridge Museums and Botanic Garden, which house internationally-renowned collections, including masterpieces by Monet, Renoir, Degas, and Cezanne, as well as Japanese art by Hokusai, Hiroshige, and Yoshitoshi.
Shelby: The Timeless Appeal of American Muscle
The Shelby licensing program demonstrates the enduring allure of vintage American automotive culture. With global retail momentum, new licensing partners like Cotton On and As Worn By will introduce fresh Shelby-themed products in 2025 building on the success of the apparel launched with Just Jeans in 2024.
Pembe the Pink Cat: A Rising Star
Blue Chip Brands is thrilled to represent Pembe the Pink Cat in Australasia, as appointed by global agent - The Sharpe Company. Creator and brand owner Sertan Christoffersen has extensive consumer product design/ development experience and has applied this to create an IP specifically designed to ignite consumer’s “Aaah!” response and drive impulse buys, with an extensive ‘licensing ready’ style guide. Pembe has racked up in excess of 600 Million Gif views in the last six months and received a particularly positive response at Brand Licensing Europe last October. International licensees already confirmed include Rainbow Designs (plush), Redan (publishing), Heroes Inc (apparel/accessories), and TDP Akroyd (apparel) in the UK, alongside License2Play (plush and collectible toys) in the USA.
Blue Chip Brands continues to set the standard for innovative licensing partnerships and global brand development.
With an everexpanding portfolio and new collaborations on the horizon, the company is poised to make 2025 its most successful year yet.
WIGGLE UP... GIDDY UP!
The Wiggles are galloping into uncharted territory in 2025 with an album jampacked with unprecedented collaborations!
Teaming up with some of country music’s biggest international stars including Dolly Parton, Lainey Wilson, Orville Peck, Dasha, Morgan Evans, Jackson Dean, Kaylee Bell, MacKenzie Porter, Troy Cassar-Daley, The Wolfe Brothers, Travis Collins, Lucky Oceans, and the late, great Slim Dusty, the new album Wiggle Up, Giddy Up! is set for release on Friday 7 March.
“This is one of the most exciting projects we’ve ever been part of, in fact, I’ve never spent so much time on an album before,” said Wiggles co-founder Anthony Wiggle. Country music is all about storytelling and connection and combining that with The Wiggles’ fun and imagination felt like the perfect match. We can’t wait for families everywhere to hear these songs!”
As country music continues to rise in popularity around the world, Wiggle Up, Giddy Up! bridges the gap between generations, introducing country stylings to young audiences while delighting parents with nods to classic sounds. The album also features an lineup of international country legends and trailblazers. The title track is a collaboration with US superstar Dasha, which was released recently.
Lachy Wiggle commented, “We’re so excited to share Wiggle Up, Giddy Up! with families everywhere. It’s a song that’s packed with energy, fun, and plenty of country flair. Collaborating with the incredible Dasha, whose music has already brought country music to a whole new audience, was an absolute joy. Whether you’re three, thirty-three, or ninety-three, this song is all about bringing people together to sing, dance, and even try a bit of line dancing! We’re looking forward to performing this song at the iconic Tamworth Country Music Festival and can’t wait for everyone to hear the full album in March”.
Tsehay Wiggle added, “Making this album has opened the door for so many amazing collaborations that transcend boundaries - it’s a perfect example of how music can bring people together. Whether you’re a lifelong country fan or newer to the genre like me, Wiggle Up, Giddy Up! has fun moments for everyone“. 2025 is set to be the most exciting year yet for The Wiggles. Ahead of national tours of Australia, the UK, USA and Canada, the band performed at the Tamworth Country Music Festival in January at the Australian Equine and Livestock Events Centre.
MINECRAFT IN THE AUSSIE FOOD AND BEVERAGE CATEGORY
Minecraft has launched into the Australian food and beverage category for the first time with a new range of flavoured milks made by Norco Co-operative, Australia’s oldest and largest dairy co-operative.
This deal with Norco was brokered by FMCG specialist agency Asembl on behalf of Merchantwise.
Served up in a new 375ml single serve size and more delicious and sustaining than a ‘bucket of milk’ the four Norco Minecraft flavoured milks are now available in Woolworths, Coles and Independent Supermarkets.
With no added sugar and lactose free, the four flavours - Choc Charger, Lime Lightning, Strawberry Slam and Caramel Chug, all have a four-star health rating and have been inspired by the very game that Aussies of all ages are completely obsessed with.
Ben Menzies, Norco General Manager of Commercial and Strategy said, “Norco shares with Minecraft a mission to build a better world, through the sustainability of the dairy industry, producing award-winning milk and creative innovation. We hope Minecraft fans enjoy exploring the world of flavour we have created. Milk is one of the most nutritious drinks available providing hydration that’s high in protein, an excellent source of calcium, vitamin B12 and contains natural electrolytes. All of this, plus Norco’s award-winning touch, makes the new Norco Minecraft range the go-to drink choice for gamers, young and old, to help fuel those endless hours of gaming and sustain optimal performance in the world of the unknown,”.
Merchantwise Managing Director Kerryn McCormack said, “Together with Asembl we are thrilled to be extending the Minecraft brand into the food and beverage category for the very first time here in Australia. Through this launch with Norco Co-operative Australian Minecraft fans can now enjoy their favourite brand as nutritious flavoured milks with no added sugar and a four-star health rating,”.
FRIDA KAHLO: A CANVAS FOR LICENSING SUCCESS
2025 is shaping up to be a standout year for the iconic Frida Kahlo brand, as Haven Global continues to grow its licensing Program in Australia. Celebrating the life and artistry of one of the world’s most influential cultural figures, the brand has captivated audiences across a variety of categories, bringing her vibrant spirit into everyday life.
Big W’s ladies’ sleepwear and cosmetics ranges brought Frida’s bold, unmistakable style to Australian consumers with great success. The strong sell-through demonstrated how much the market embraced her signature aesthetic, making it a highlight of the past year.
The Frida Kahlo Brand proved to be a perfect fit for Aldi’s Mother’s Day program last year. The beautifully designed gifting collection of stationery and homewares offered a meaningful way for consumers to connect with Frida’s legacy while honouring the mothers in their lives. Representing resilience, individuality, and empowerment, Frida serves as an ideal symbol for celebrating all women. Erstwilder, the Melbourne-based jewellery brand, created a stunning collection to mark the 70th Anniversary of Frida’s passing. Each of the 38 designs—spanning earrings, necklaces, and brooches— honoured Frida’s heritage and artworks, with intricate patterns and bold colours, turning her legacy into wearable art that deeply resonated with customers, making it one of their top performing collections for the year.
Another standout project was the Perth Mint’s collectable coin, also commemorating the 70th anniversary of Frida’s passing. Symbolising her indomitable spirit, the coin’s bold, expressive, and beautiful design captured the essence of her vibrant soul. Featuring an antiqued coloured finish with the inscription “FRIDA KAHLO”, this stunning piece offered fans a timeless way to honour her enduring legacy.
Looking ahead, Haven Global is building on this momentum with big plans for the Frida Kahlo brand in 2025. A collaboration with a high-profile fashion brand is set to debut, promising to merge Frida’s iconic style with modern design. Additionally, the brand will continue to expand its footprint in apparel, stationery, and homewares, with innovative new launches planned later this year. With its growing presence and strong project and collaborations in the pipeline, the Frida Kahlo brand is set to reach even greater heights, ensuring this iconic name will continue to thrive in the Australian market.
TOM & JERRY AT 85!
Warner Bros. Discovery are planning to celebrate Tom & Jerry’s 85th anniversary with new products and experiences around the world. To honor the pair, Warner Bros. Discovery is unveiling a year-long global celebration for fans of all ages with new products, content, experiences and more.
The collection launched on Warner Bros. Discovery’s WB Shop at Wbshop. com on Feb. 24. WBDGCP has collaborated with an array of partners to offer fans a range of new Tom and Jerry products to celebrate the duo’s anniversary. Fans worldwide will be prepared for an epic game of cat and mouse as they slip on all-new limited-edition Tom and Jerry x Converse shoes and apparel. The collection features five designs as well as T-shirts and hoodies. Through the Converse By You platform, fans will also have the opportunity to make their design choices, customizing the iconic Converse styles with special Tom and Jerry graphics. The collection is set to launch Mar. 6. In addition, Tom and Pop! Jerry are currently available globally online at Funko.com and at select retailers.
The Tom and Jerry collection of soft and stylish button-down shirts featuring the legendary frenemies. Available to ship to U.S., Canada, Australia and the U.K. on RSVLTS app and rsvlts.com from March 11.
YI-GI-OH DEALS
Konami Cross Media NY, Inc. has signed a new wave of apparel deals in Australia and New Zealand to create more Yu-Gi-Oh! product for its fans to wear and collect, it was announced today by Jennifer Coleman, Vice President of Licensing and Marketing at the company.
Instrumental in the expansion “Down Under” is Jason Wang, whose company, Sugoi Co, has been tapped as sub agent for the region. The company operates in three key areas: Merchandise Licensing representation in Australia and New Zealand; Theatrical release; and Home Video distribution.
“Jason’s extensive experience in children’s and pop culture entertainment and licensing will boost our expansion efforts in Australia and New Zealand,” said Coleman. “He has already assembled an impressive list of licensees for Yu-Gi-Oh! positioning the brand to deliver an array of exciting streetwear and apparel collections. With these new partners,Yu-Gi-Oh! fans are in for a real treat.”
Leading off, Culture Kings, a premier international streetwear and retail destination, is working on developing a YuGi-Oh! collection, which is set to hit the market in 2025. Founded in 2008, Culture Kings prides itself on providing the ultimate immersive shopping experience at its retail outlets, including frequent visits by acclaimed artists and athletes of every kind. Additionally, Culture King outlets offer customers top brands and exclusive products, live DJs, Holy Grail arcades, basketball courts and music performances.
Both The Hotsprings Group and Empire Apparel Trading Co. are working on having an array of Yu-Gi-Oh! apparel in market soon.
Opportunities Abound in the Great Outdoors
As someone who grew up watching Australian soaps in the UK and then later became a big fan of surfing retail brands (not that I have ever taken to waves myself), I was always incredibly jealous of the amount of time the population seemed to be able
Becky Ash takes a deep-dive into the vast outdoor and activity market sector in Australia and the many opportunities this offers for both home-grown and international brands
to spend outdoors – and the affinity for adventure. The country’s kinship for outdoor lifestyles and adventure sports, coupled with some of the world’s most incredible natural environments have led to outdoor and lifestyle brands playing a strong role
in Australia’s licensing market – and a wealth of opportunity for the world. Activewear, swim and surf-wear, camping gear, hiking equipment, apparel and footwear are major drivers in the outdoor sector. The consumer demographics are also incredibly wide-ranging, from adventure seekers to families, teens to retirees, urbanites to eco-tourists.
Brands home-grown and beyond
Outdoor and lifestyle brands play a significant role in Australia’s licensing market.
International brands such as The North Face, Patagonia, Columbia, and Timberland have a strong presence, often through licensing agreements with local distributors.
Homegrown brands such as Rip Curl, Billabong, Quiksilver, and R.M.Williams dominate the market, leveraging their cultural resonance and focus on outdoor pursuits. Licensed partnerships with global distributors have enabled Rip Curl to expand its presence in Europe, the U.S., and Asia-Pacific markets. Their watches and bags are popular licensed categories, for example,
In New South Wales, residents participated in outdoor recreation approximately 53 million times, dedicating around 47 million hours to these activities. This engagement contributed an estimated $7.6 billion in total spending, with a direct gross value added of $4.2 billion to the state’s economy. In Victoria, outdoor recreation participation reached 46 million instances, accounting for 36 million hours. The total spending was estimated at $7.4 billion, with a direct gross value added of $6.2 billion. Queensland saw the highest participation, with 70 million instances and 231 million hours dedicated to outdoor activities. The total spending was approximately $3.6 billion, contributing a direct gross value added of $1.9 billion to the state’s economy.
Source: Retail Banking in Australia Report
Rip Curl’s GPS-enabled surf watch, developed through technology licensing, has become a staple for surfers worldwide.
Quiksilver partnered with Peanuts for a licensed collection featuring Snoopy and surf-inspired graphics, appealing to younger demographics. Quiksilver also has a strong presence in snow gear collections available in Australia’s alpine sports regions.
Some of the other top Australian outdoor brands include One Planet, Bluey Merino, Wilderness Equipment, Redback Boots, Akubra, and Ottie Merino. Several global brands have entered the Australian outdoor market through licensing agreements, enabling them to expand their presence and cater to local consumers. Back in 2022, Alque
tional brand, Patagonia has established a significant presence in Australia, appealing to environmentally conscious consumers with its range of outdoor apparel and gear.
BBC Studios expanded its licensing program for the incredibly popular Bluey by partnering with various companies to produce a range of products, including outdoor toys and apparel.
In January 2025, LEGO announced a partnership with the creators of ‘Bluey’ to launch a series of LEGO sets based on show. Scheduled for release later this year, these sets aim to bring the world of ‘Bluey’ into interactive play, encouraging outdoor-themed adventures through building activities. Pouch Australia, in collaboration with Imagination Entertainment, secured
alike is the desire for sustainability and eco-friendly products. Recycled materials, biodegradable packaging, and partnerships with conservation initiatives are common themes in licensed products, with this set to increase dramatically, with eco-tourism also on the rise and global awareness of sustainability often swaying customers’ choice.
Retail growth
According to Statista, the outdoor equipment market in Australia is projected to grow by approximately 4.89% between 2025 and 2029. This growth is driven by a sustained interest in outdoor activities and adventure tourism. The market is estimated to be valued at USD 30.02 billion in 2024 and is expected to reach USD 96.53 billion by 2031, with a CAGR of 18.2% during this period.
There are doubtless bountiful opportunities for both Australian and international brands, licensing in and out of the country. Outdoor brand licensing appeals to a broad demographic.
Events and sponsorships
Outdoor brand licensing is often tied to sponsorships of major events like surfing competitions, hiking challenges, and adventure races, as well as national parks and tourism.
Rip Curl sponsors the annual Rip Curl Pro surfing competition at Bells Beach. This event attracts top surfers globally and showcases Rip Curl’s commitment to the surfing community. Rev3Endurance Events: Rev3Endurance hosts a variety of outdoor competitions, including ultra-marathons, adventure races, and trail runs. They collaborate
with outdoor brands for sponsorships, providing exposure and engagement opportunities within the outdoor enthusiast community. West Beach Parks entered a partnership with Discovery Parks, rebranding as “Discovery Parks - West Beach Parks.” This collaboration grants Discovery Parks branding rights and access to a broad customer base, while West Beach Parks retains ownership and management. The partnership aims to enhance tourism offerings and attract more visitors to the region.
Experiential retail on the rise
This is seeing huge growth, where customers can test outdoor products
in realistic settings, and is influencing how licensed outdoor goods are marketed in Australia.
According to consulting firm Kearney, most Gen Z shoppers prefer to visit bricks-and-mortar stores, where they can explore new brands and products in person.
Helly Hansen is a Norwegian brand of hiking, skiing and sailing apparel. In December 2022, it opened a new style of concept store in Chadstone Shopping Centre, Melbourne (Australia’s largest shopping centre).
Some prominent outdoor concept stores in Australia include: Paddy Pallin (considered Australia’s first dedicated
outdoor store), Bogong Equipment (a leading outdoor equipment store), Anaconda (with a large “Adventure HQ” concept store), Macpac, Kathmandu, and Decathlon which offers a wide range of outdoor gear and clothing at accessible prices; all with multiple locations across the country. Lululemon, an athletic apparel brand, integrates experiential retail by offering complimentary in-store yoga classes. These sessions not only promote a healthy lifestyle but also allow customers to test products in action, fostering a community around the brand. This approach has been implemented in various Australian locations, enhancing the shopping experience.
Partnerships and collaborations
For international brands, partnering with local retailers or distributors can facilitate market entry and help navigate regional preferences; and tailoring products to suit Australia’s diverse climates and outdoor environments can enhance brand appeal. By leveraging these opportunities, global brands can effectively tap into Australia’s dynamic outdoor market, aligning with consumer trends and establishing a strong presence.
With an impressive showcase of around 200 exhibitors and an equally impressive gathering of 4,000 enthusiastic attendees, the Australian Toy, Hobby and Licensing Fair takes place this year from 2 – 5 at the Melbourne Convention and Exhibition Centre.
As always, the event will feature a diverse array of captivating exhibits, catering to a wide range of interests and including an impressive range of licensed products. Retailers and attendees will be treated to an exciting mix of Games, Outdoor Activities, Educational Displays, Dolls, Construction Sets, Ride-ons, Water and Pool-related products, Electronic Gadgets, Action Figures, Plush Toys, and Puppets, ensuring that there there is something for everyone to enjoy.
Hobbies enthusiasts will have a field day exploring the Hobbies section, which as always will present a collection of Model Cars, Model Railways, Collectibles, Modelling materials, and Remote-Control products.
The Toy Fair is the ultimate gathering for the entire Australian industry, bringing everyone together in one place! Over an action-packed four days, the ATA hosts a lineup of exciting events and exclusive functions including the Gala Dinner on Sunday night, the prestigious 25-Year Club gathering on the Monday evening, and the inspiring Women in Toys event,
now taking place on the Tuesday morning.
The ATA Awards Program runs alongside the Fair, giving exhibitors and licensing partners a chance to showcase their standout products and properties.
With the exception of the Judges’ Choice Award, and Kids’ Choice Award, which are predictive, the Product of the Year Awards and Licensing Awards recognise products and properties that have been successful in the Australian market in the year prior to the Fair.
In 2023 the ATA also introduced the Environmental and Sustainability Award which celebrates products that are designed with the environment in mind. This award increases in popularity each year, as the industry works towards creating more durable, modular and sustainable products. Last but not least is the Rising Star Award, which celebrates up and coming talent within the industry.This award is open to anyone within the Toy Industry. Winners and finalists are announced at the 2025 Gala Dinner.
On the licensing side, four separate awards are presented for Overall License of the Year, Best Promotional Campaign, Pre-School License of the Year and Boutique License of the Year (Entertainment and Character). The 2024 winners were Barbie (Overall License), Disney Wonders 100 Collector Cards (Best Promotional Campaign), Bluey (PreSchool License) and Pusheen from Haven Global (Boutique License).
Exhibitors 2025
Hasbro M06
Headstart International A01
Heebie Jeebies I27
HeyDoodle D21
Hobbies Australia Pty ......................................................... C18
Hobbyco Import ................................................................... I06
Home Grown Brands .......................................................... J12
Hoopla Interactive DZ09
House Of Marbles H01
Huggable Toys E26
Hunter Leisure A24
Ikon Collectables ................................................................... L37
IMC Toys Australia .............................................................. B03
Impact Merch. E04
Innovation First International Australia B22
Jasnor (Australia) B40
Javana D33
Jazwares Australia N17
Jedko Games ......................................................................... H24
Jellystone Designs ............................................................... H11
Jenjo Games Pty Ltd B18
Johnco J17
Joysway Australia E07
Just Play Products B05
Kaiko ...................................................................................... C21
Kaleidoscope .......................................................................... I22
Kawada Australia C17
Keldan International D02
Keycraft x William Valentine A22
Kitty And Raffy B32
Knowledge Builder E23
Knox and Floyd ..................................................................... J05
Korimco ................................................................................G36
La Belle Toys F06
Lake Press E06
Layce Trading I12
LEGO Australia and New Zealand N05
Let’s Play Games .................................................................... J21
Little Change Creators ....................................................... F07
Little Safari / Mini Mascot................................................... C33
Loumet I03
M.B.M.I Pty Ltd H22
M24 Sports D15
Mad Ally Giftware F12
Madmia ................................................................................... E22
Mattel, Inc ............................................................................. C06
MDI Australia C37
Meeple J02
Micador D17
mishmashed J16
Mizzie The Kangaroo G33
MJM Australia ....................................................................... A06
Modern Brands ..................................................... A40 & A40a
Moose Toys A23
My Creative Box H13
My Tambu D11
Neca Collectibles G11
Nourish By Nature .......................................................... DZ06
Oh Flossy I18
Okto Sensory Art I04
Outfox The Game DZ08
OzAnimart D18
Pageley Pty Ltd ..................................................................... E10
PINK POPPY ....................................................................... H18
Pinnacle Puzzle ..................................................................... E24
Plasticant Mobilo E30
Product Management Group I34
Puzzles & Games Specialists E17
Radical Paint DZ01
Rainbow Pacific Australasia ............................................... H12
Rhino Rhino ........................................................................... I29
Sal+be H07
Scale Modellers Supply E05
Science & Nature G08
Snuggle Bunnies F31
Sophie la girafe G16
Southern Cross Cycles ........................................................ J06
Southern Model Supplies ................................................. B17
Spin Master A35
Stemtoy DZ12
Sterns Aquafun F32
Sweet As Sugar Jewellery E27
Taf Toys ..................................................................................D13
Tara Treasures ..................................................................... H25
The Brand Exchange C40
The Brand Licensing Group G15
Tiger Tribe F09
Tinnitots D35
Tolki DZ03
TOMY Australia ..................................................................... L21
Tonies ................................................................................... M22
Top Fun International D06
Toptac International Pty E09
Toyslink Pty Ltd F34
Toyworld N21
Twigg Puzzles ........................................................................ E11
Ty ........................................................................................... M04
U. Games Australia .............................................................. L01
Ukiyo D29
Uniche Collective I05
Urdu K22
Ventura Games A02
VR Distribution ................................................................... C02
VTech Electronics ............................................................... A18
Wealth Studio Limited IP6
Weekend Hub DZ10
Wild Republic K12
William Valentine Collection B41
Windpseed Kites E21
Winning Moves Australia .................................................. K02
Wonderscope ......................................................................G10
Xeb One H29
Zhejiang Weiben Toys IP2
Zimbler B06
Exhibitor list correct at time of going to press.
International Pavilion (IP)
EXHIBITOR PREVIEW
A look at some of the exhibits on show at this year’s event
ActiveWheelsAustralia’s mission is to create happy customers by providing Australia’s best value products with unsurpassed quality and service.
ActiveWheelsAustralia is the home of Australia’s best value, everyday, high-quality, mobility products! They provide economic Australia-wide delivery.
All Brands Toys has been a Toy Importer/Wholesaler to the independent trade for over 30 years. They distribute many high-profile products and brands for all the large toy manufacturers. They also have exclusive distribution arrangements to the independent trade for some of these manufacturers.
Artiwood is an award-winning educational toy company for big imaginations. It represents boutique global toy brands with an eco-friendly focus. The company celebrated its 25th Anniversary in 2024 and was recently voted one of Australia’s Hot 100 wholesalers for a third consecutive year by industry peers.
Toy Fair visitors can see the latest pocket money toys from Bigjigs, new additions to the top-selling Nordic Collection by New Classic Toys and the ever-popular Kinderfeets Tiny Tot trike. It’s also flown in from London the first samples of a stunning new range of ride-on animals.
In a world exclusive, Artiwood is showcasing pre-production samples of new toys coming this Christmas from Tolo Toys. This includes new bioplas-
tic characters joining the iconic First Friends collection.
Australian Toy Distributors is the exclusive distributor of brands including Casdon, Dolu, Bubbadoo, Monarch, Franklin Sports, NERF Sports, WS Games, Barbie, Fisher Price, My Little Pony, Hot Wheels, Pound Puppies and Scrabble. They bring innovative toys, games, and sports
exhibiting award winning products across Bubbles, Craft, Games, Impulse, Infant & Pre School and Outdoor.
Baby Brands has sold brands and innovation for more than 20 years. Specialising in products for children from birth up to pre-school age, the range includes our own brands Discoveroo, Twigz Kids Gardening, Hug-a-Bub carriers and TwoNomads travel accessories. We also distribute well known brands Baby Einstein, Oball, Little Partners and Manduca.
Banter Toys & Collectibles is the leading distributor of licensed entertainment toys and collectibles in Australia & New Zealand. Since 1988, they have supported retailers with blockbuster brands in toys, trading cards, accessories, collectibles, and games. Brands include Pokémon TCG, Ultra Pro, Topps, Panini, Yu-Gi-Oh, Aphmau, Moriah Elizabeth, Skibidi Toilet, LankyBox, Hello Kitty, Blox Fruits and Rainbow Friends.
Bensons Trading is a consumer products company with a simple mission... to make the world fun! Their award-winning, family-run business is proudly built with this ethos. From product development, to distribution, marketing and sales, Bensons will always be seen as the makers of clever, creative and fun products.
Big Wheel Toys will be exhibiting a range of licensed products from LEGO, Mattel and Hasbro. They will also be
From its humble beginnings in book trading, BMS Brands has transformed into a trailblazer in the toy and entertainment industry, proving that resilience and creativity can defy the odds. Their breakout success, Kazaang, which launched in October 2023, quickly became a market sensation, winning the prestigious Kids’ Choice Award for its innovative electric water guns in 2024. Now, BMS Brands is setting its sights on even greater innovation. In May 2024, they launched Magic Sensory, a new division focused on creating products that engage children’s senses and spark their imagination, offering a new dimension to sensory play. Buildables has seen the launch of the new Dino’s series which has been well received in the market. These bold ventures underscore BMS Brands’ commitment to leading the way in children’s entertainment, redefining traditional markets with fresh ideas. With a proven track record and a portfolio that continually evolves, BMS Brands is poised to remain at the forefront of innovation, catering to a diverse and ever-changing consumer landscape.
Bobangles is an Australian owned company based in Melbourne committed to supplying the highest quality products including Jigsaw Puzzles, Stationery, Novelty Socks, Children’s games & puzzles, Brain Teasers, Posters, Homewares & much more, which are carefully sourced from all over the
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world. Their brands include Cavallini, Dean Morris, eeBoo, Floss & Rock, Mudpuppy, Ooly, Project Genius, Socksmith & WerkShoppe.
The Brand Licensing Group is an Australian-owned premier licensed merchandise company that is focused on bringing high-quality products at competitive pricing. They represent recognised brands such as perennial favourites Dora the Explorer and Jurassic World. Their Cool Things range also includes an array of items from Barbie, Hot Wheels, Paw Patrol, Care Bears, Harry Potter, Garfield and more! They also have a selection of Phidal learning and interactive children’s books across popular worldwide brands such as Disney, Marvel, Mattel, The World of Eric Carle, Thomas the Tank Engine and more! For collectors, Kwaaks! is the only fully customisable duck toy range, complete with fashion accessories, while the Star Model 2025 collection of children’s makeup lines and nail kits will also be a standout. Finally, sensory needs will be fulfilled with Squish!, their ready to play slime which can be squished and mixed, while Crack me up Clay provides sensory satisfaction.
Bright Wonders is a leading Australian toy distributor, specialising in high-quality, award-winning toys and games for children from renowned European brands. They focus on innovative, durable toys that nurture imaginative play and developmental growth. Dedicated to eco-friendly options, they offer unique, beautifully crafted toys promoting sustainability and creativity in every playtime.
Bubble Universe LLC is bringing its exciting range of flavoured, food-grade, edible bubbles to Australasia and beyond! Their Flying Candy flavoured bubbles deliver endless fun for kids, while Bubble Treats flavoured bubbles create an engaging and playful experience for pets. Designed for year-round enjoyment—indoors and outdoors— their bubbles leave no sticky residue, just pure joy. They proudly offer the world’s safest, non-toxic, naturally flavoured, and fully edible bubbles, avail-
able in a variety of delicious flavours. With new flavours launching regularly, the excitement never stops, keeping customers coming back for more! Already a huge success in the USA and stocked by major retailers, their bubbles were developed by a leading paediatrician and are allergen-friendly and gentle on sensitive skin. Manufactured in a GMP-certified, food-grade facility, they fully comply with FSANZ food safety standards.
Centy Toys is introducing a 1:15 scale licensed Royal Enfield motorcycle model with a replaceable tank, single-seat conversion, and pull-back mechanism. This model offers customization and interactive play, making it a perfect collectible. Additionally, Centy Toys launches two Melbourne tram variants: one with modern graphics and another in classical green and gold, paying tribute to Melbourne’s heritage. These models blend nostalgia, craftsmanship, and innovation, reflecting Centy Toys’ commitment
Charlie Bears is a British teddy bear company creating affordable, collectable characters. Lovingly made by hand, each bear has their own unique characteristics and that is why only Charlie Bears are known as bears with personalities.
Founded by Charlotte and William Morris in late 2005, Charlie Bears began its journey on 1st February 2006 with the launch of its first collection of just 12 bears. Today they have created over 2500 different designs and Charlie Bears are available to adopt from
over 500 retail stores and online shops worldwide. They have also expanded their range to include new collections including their adorable little Cuddle Cubs and Bear & Me companions that are suitable from birth and machine washable. These collections make Charlie Bears accessible to everyone and there truly is a Charlie Bear for everyone.
Clementoni is an Italian manufacturer of puzzles, science, art & craft, preschool, sensory and board games. Category leading products include the Pen Creator Studio, Sensory Clemmy, Anime Licensed Puzzles, Robotics and Chemistry Kits.
CONNETIX is an Australian-based company on a mission to champion the power of play by bringing to market high-quality, STEAM accredited magnetic tiles that inspire open-ended play and nurture children’s development. Our award-winning tiles offer beautiful clear refractions, strong magnets and long-lasting durability, thoughtfully curated to provide a resource that promotes a wide spectrum of STEAM learning benefits for children.
Couture Kingdom create licensed jewellery with Disney, Marvel, Sanrio and now Care Bears. Karen and Ryan from Couture Kingdom are redefining how pop-culture passion is expressed through modern, sleek, and quirky jewellery. Their designs enable customers to showcase their love for beloved films, TV series, and iconic characters while maintaining a contemporary and stylish aesthetic. For younger fans, Couture Kingdom has crafted a vibrant, fun, and durable collection of high-quality jewellery, specially designed to add a playful edge to kids’ fashion. Karen’s keen eye for detail and her affinity for timeless pieces have inspired her to create Couture Kingdom’s newest signature designs. “It all started with passion—our love for fan-
Charlie Bears
doms, storytelling, and fashion. From that, our brand has grown,” she shares. Couture Kingdom recently unveiled its debut Hello Kitty and Friends collection, now available online and in selected retailers. Alongside this enchanting Sanrio range, Couture Kingdom is also introducing its first-ever Care Bears collection at the Melbourne Fair. “We are thrilled to collaborate with CloudCo Entertainment and WP Brands on this collection. Our brand is all about fun and nostalgia, and we believe these values align beautifully with the essence of Care Bears,” says Karen. The Care Bears collection includes adorable, stainless steel designs tailored for children, alongside bold and playful pieces for adult fans and collectors, staying true to Couture Kingdom’s signature blend of creativity and style. Additionally, Couture Kingdom is continuing to develop and expand its Disney category, with the release of The Muppets Kermit the Frog and Stitch and Angel capsules.
Crunchyroll is Australia’s premier destination for anime enthusiasts, connecting fans with authentic, premium merchandise sourced directly from Japanese suppliers. As a global anime brand, they fuel the passion for anime culture, delivering high-quality collectibles. Crunchyroll bridges the gap between Japanese suppliers and local fans and is dedicated to serving Australia’s vibrant anime community.
Diecast Distributors Australia is a premier manufacturer and distributor of Australian diecast model cars and plastic kits. They produce models
under the DDA Collectibles banner and hold exclusive distribution rights for OZWHEELS, Greenlight, and Shelby. Their products are sold through major Autoparts retailers, Toyworlds, Gamesworlds, and independent hobby stores, alongside brands like NewRay, MotorMax, and Forces of Valor.
Divisible By Zero P/L is committed to providing outstanding products to independent retailers across Australia. DBZ offers a diverse selection of brands that focus on education and development delivered in a fun way. These include Clixo, Carma Games, Moluk, Fascinations (Metal Earth), Honeycombs, PlayMe, Mobi, Poppik, Pustefix, Laboludic, among others
Eagle Sports, founded in 1984, is a premier wholesale distributor of sports equipment, specializing in backyard games. Originally based in Perth, the company now operates from Melbourne with an additional warehouse in Perth. Distributing major brands like Crazy Catch, E-jet Sports, Outdoor Play, and One80 Darts, Eagle Sports brings quality and fun to sports enthusiasts across Australia
New to the Toy world ECOMAX Brushes has been an Australian leader in Fair Trade plastic free solutions for everyday life. They have the largest range of natural plant fibre brushes and now have introduced Paintee Peeps, a sensory play friend that you can also paint with. Designed for double the fun, open-ended imaginative play, small world, sorting and colour matching, then flip your friend upside down and paint with the three different plant fibre (coconut, sisal, jute) hair
tuft tops. Sized for little artist’s hands the concept was inspired by their producers’ children. 50% of profits support English language classes for them in Sri Lanka. Also on display will be their mini Kitchen and Garden Sets and the award winning Sande Kids Sand Brush a handy little brush which gently sweeps sand off kids, pet, surfboards, toys, camp gear and a million other items. A first for the Toy Fair this year, they will also be featuring Pet Toys, reflecting the evolution of the industry into pet products for all those fur babies out there and ECOMAX Brushes will be highlighting their range of plastic free, natural Pet Brushes as part of this.
Eleganter Australia is a leading wholesale supplier of high-quality wooden toys and educational products. They offer a wide range including puzzles, games, musical instruments, science kits, and toys. Stocking exclusive brands like Kaper Kidz and Koala Dream, they are committed to sustainable, child-safe designs, serving retailers across the industry.
Eureka Concepts Pty Ltd is a boutique wholesaler based in Sydney. We have been serving the Australian Toy Market since 2009 and exhibiting at the ToyFair since 2010. Their current exclusive brands: - EzyRoller ride-ons and accessories. - Wikki Stix one of a kind creatables. - Senseez sensory vibrating products.They have an efficient wholesale portal and are known for quick, professional and friendly service.
For over 35 years, Funrise has been a global innovator and industry leader in the design, manufacturing, and distribution of toys worldwide. Their portfolio consists of internal brands including Gazillion, Furlings, Fart Ninjas, Burp Zombies and Mighy Fleet as well as licensed properties from premier partners like Cat, Teenage Mutant Ninja Turtles, SpongeBob SquarePants, and other global entertainment companies
Games Workshop is a world leader in the design, manufacture, and retail of tabletop games. Its flagship products include the Warhammer 40,000 and
Couture Kingdom
Ecomax Brushes
Warhammer Age of Sigmar settings and games, each comprising hundreds of finely detailed fantasy miniatures. Products are distributed globally through dedicated retail stores, independent stockists, and online channels.
Getting Lost is an award winning adventure card game that has sent people off on over 300,000 unplanned adventures around the world. Packed full of screen-free wholesome fun these cards games will get the family out and about exploring Australia (or the world) in a whole new way.
Their games ethically produced in New Zealand with an active and passionate community of over 100,000 Getting Lost adventurers who help them to create new Getting Lost games
Hasbro is a global leader in play and entertainment, delivering iconic brands like Nerf, Monopoly, Play-Doh, Transformers, and My Little Pony. In Australia and New Zealand, Hasbro creates innovative products, fosters strong retail partnerships, and supports local communities through sustainability and social responsibility, bringing joy and meaningful experiences to families and fans. (See cover story).
Headstart is an Aussie-owned toy company, with a passion for innovation, creativity and fun! They create and develop their own toys, as well as distribute some of the world’s hottest brands. Their dedication to keeping up with the latest trends celebrates the history of play, and it’s their mission to bring joy to kids of all ages globally.
Hobbies Australia are wholesalers of quality hobby goods and accessories.
Products include Radio Control, cars, trucks, construction, aircraft, boats, batteries and chargers. Model Kits, military, civilian, naval, air land and sea, Model paints, tools, glues and accessories. Model Railway locos and accessories, Model Rockets and balsa planes, Wooden ship models and Live steam kits and models.
Home
Grown Brands Australia is a 100% Aussie company, distributing throughout Australia, Pacific, Asia and International they own 4 iconic volume brands. Adrenalin Rashies, Sun protection, Thermals, Wetsuits , Aquatic footwear. Adrenalin Skate & Scooter, Protection, Off Road, Stunt and transport Scooters and Skateboards. Land & Sea Sport, everything to do with Water, Pools and Beach. Swim and Swim training, Water Safety, Snorkeling, Cabanas and Umbrellas
Based in the Southwest of the UK in Devon, House of Marbles has been a pioneer in making timeless gifts and fun-filled products for families for over 50 years. Their diverse range includes classic games, exciting marble runs, nostalgic toys, and various distinctive gift items that evoke a sense of wonder and nostalgia. Their warehouse, sales and customer services are based in Sydney. So, this means that their Australian customers can now choose from a whole new range of great-value products delivered quickly and efficiently. House of Marbles is dedicated to reducing the use of single-use plastic in its product packaging across its entire range. With each new product designed, the company makes modifications to eliminate or minimize plastic wherever possible. As a traditional toys and games company, many House of Marbles products are crafted from wood.
Hunter Leisure is a 100% Australian-owned family enterprise who have operated for more than 50 years, commanding the most comprehensive range of leisure products available in Australia & New Zealand. Their dedicated design, production and manufacturing teams ensure imagination, creativity and innovation are at the
core of all their world class product development
Ikon Collectibles is one of Australia and New Zealand’s most diverse suppliers of pop culture licensed product, including action figures, collectables, giftware and trading cards. Ikon distributes for some of the most recognised collectibles manufacturers worldwide. Ikon has the ability to supply retailers of all shapes and sizes with quality product to suit their needs, from their Victoria warehouse facility.
Since 2018, IMC Toys has followed a content focused strategy to offer children a universe of entertainment and play. Following the successful Australian re-launch of Cry Babies in 2023 and the introduction of Baby Paws in 2024, IMC Toys looks forward to introducing more new brands and products in 2025.
Impact Merch. produces and distributes a wide range of licensed merchandise. Product includes Posters, Stationery, Jigsaw Puzzles, Calendars, Mugs, Fashion Bags, Desk Mats and Door Mats. Key brands include Marvel, Disney, Pokémon, Minecraft, Harry Potter, Pusheen, Star Wars, Stranger Things, Bluey and music brands.
Jazwares is a leading global toy manufacturer with an award-winning portfolio of powerhouse brands. Founded in 1997, Jazwares celebrates imaginative play with a progressive focus on identifying new and relevant trends to transform into high-quality products for consumers of all ages. Jazwares engages consumers through innovative
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play experiences with popular brands such as Squishmallows, Pokémon, CoComelon, Adopt Me! and more.
Jenjo Games strive to have the best range of Quality indoor & outdoor games, play equipment and kids educational games for their customers. They are committed to making high quality wooden games at the best price, allowing fun and entertainment to be accessible for everyone.
Johnco is an Australian wholesale distributor of quality educational toy brands that ignite kids’ imaginations. They source and supply award-winning and innovative toys, specialising in STEM (Science, Technology, Engineering & Mathematics) toys and Art & Craft ranges. Lines include Magna-Tiles, Dantoy, Plus Plus, 4M, Jaq Jaq Bird, YBike, Avenir, Engino, Johnco, Scratch Europe.
Just Play Products develop toys that enable imaginative play, role play and endless storytelling play. Their products cater to all age ranges from infant to kidult and categories from plush and novelty to collectibles. They work with the best brand builders and storytellers in the world such as Hasbro, Mattel and The Walt Disney Company.
Kaleidoscope is a family-owned importer and distributor of high-quality children’s toys. Their range focuses on interactive and educational toys that encourage children to think, learn and develop their creativity in fun and engaging ways. Their products are designed and built to the highest standards in safety, quality, and environ-
mental sustainability, paired with great customer service.
Keldan International is one of Australia’s leading suppliers of original Australiana, Wildlife, Sealife & Dinosaur themed product concepts.Their exclusive ranges include Australia’s biggest & best 3D range, exclusive distributor of Orange Tree Toys, new plush hand puppet range made of 100% recycled materials, plus a large selection of Show Special $1 Dazzlers discounted up to 90%!
Keycraft report that William Valentine has been appointed as the exclusive distributor for Keycraft Global in the Australia and New Zealand region. William Valentine is a well-established distributor of an extensive range of unique giftware, collectables, outdoor, lifestyle and novelty products. They serve a wide range of retailers from independents to national accounts and from Toy stores to Tourist attractions. From 1st January 2025, William Valentine took on exclusive distribution rights for the entire product line across Australia & New Zealand.
Comfort Me Raffy is more than just a cuddly toy; he’s a trusted companion designed to bring comfort and reassurance to children navigating the challenges of anxiety, stress, or emotional unease. Created with love and thoughtfulness, Raffy’s soft, huggable form is intentionally crafted to provide children with a sense of security, especially during moments of overwhelm. Raffy’s standout feature is his ability to play calming phrases and sounds. With a gentle press, Raffy speaks soothing words and emits comforting sounds, helping to alleviate anxiety and promote relaxation. This auditory comfort complements his plush exterior, offering a multi-sensory approach to calming children.
Raffy’s importance lies in his ability to offer a tangible source of calm. For many children, anxiety can feel intangible and overwhelming, making it hard for them to articulate or address their feelings. Raffy serves as a nonjudgmental friend who is always there, ready to be held close, helping kids ground
themselves and find peace in the midst of chaos. Parents also appreciate the role Raffy plays, offering them peace of mind knowing their child has a reliable source of support.
Knox and Floyd is a proudly Australian-owned and operated business dedicated to providing quality toys. With a strong commitment to enriching children’s play experiences, they have partnered with European brands that offer an exceptional range of products, exclusively handcrafted Spanish dolls using only the finest European materials, ensuring that they are not only beautiful but also durable and safe for children.
Korimco Soft Toys, established in Australia, is a leading designer and distributor of premium plush toys. Renowned for quality and innovation, it offers a wide range of cuddly companions for all ages, blending timeless designs with contemporary trends. Trusted by retailers nationwide, Korimco combines Australian charm with
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global appeal, making it a favorite in the soft toy market.
La Belle Toys is the exclusive distributors of Fun Factory Wooden Toys, Gowi Toys (Austria), Viga and PolarB Wooden Toys. Their innovative range includes quality wooden toys, puzzles, musical instruments, dolls, doll houses/furniture/prams, puppets, role play, building blocks, animal replicas, sports and games.
Lake Press offer a wide range of board books, picture stories, activity books and much more. Lake Press is an independently owned publishing house based in Melbourne. They publish a vast range of formats, including picture storybooks, colouring & activity pads, novelty books, educational workbooks, licensed products, flashcards, boxed trivia sets, puzzle books, jigsaws, craft kits and more.
Lake Press has built a reputation around the world for innovation and quality. Their award-winning series, Do Not Open This Book by Andy Lee, has captivated audiences worldwide, been translated into 35 languages and sold over 2 million copies! Soon, a whole new audience will be introduced to these hilarious books from the upcoming ABC Family television adaptation: Do Not Watch This Show (coming 2025).
They also hold licenses for popular brands such as Hello Kitty, PAW Patrol, Disney’s Spidey and His Amazing Friends, Unicorn Academy, Fuggler, My Little Pony, CoComelon, Blippi, Teenage Mutant Ninja Turtles, L.O.L. Surprise! and Octonauts.
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
Let’s Play Games is Australia’s leading distributor of tabletop games, offering a wide range of titles from classic board games to the latest releases. With options for families and hardcore gamers alike, they are dedicated
to bringing the best of the tabletop gaming world to Australia.
At Little Change Creators, they are all about making creativity fun, easy, and planet-friendly! Their Re-FUNable Colouring Sets are a big hit with kids and grown-ups, thanks to their double-sided silicone mats that can be drawn on, wiped clean and reused over and over. With 13 playful designs to choose from, they’re perfect for keeping little hands busy at home, school, or out and about. This March, they’re excited to launch new pocket-friendly Re-FUN-able Colouring Sets! These compact sets feature 30x20cm double-sided mats in five of their best-selling designs: G’day (Australia), Splash (Underwater), Wild (Safari), Magic (Spellbound), and Roar (Jurassic) - all reimagined for more on-the-go fun.
Sweida’s is excited to showcase two Australian brands at Toy Fair. With a strong focus on imagination, exploration, and action-based role play, Sweida’s offers products designed to inspire and delight children nationwide. Little Safari is the premier brand for animal-themed role-play products, boasting the largest and most diverse range in Australia. Each item is handmade, proudly Aussie-owned, and designed with care to spark children’s creativity and love for adventure. Little Safari’s collection includes an incredible variety of animal mask and tail sets, perfect for imaginative play, educational activities, and outdoor fun. By combining high-quality craftsmanship with educational value, Little Safari encourages kids to explore the natural world while fostering creativity and confidence.
Mini Mascot is taking the youth fan apparel market by storm with the NRL’s hottest new official range. Designed in collaboration with the NRL and inspired by team mascots, this first-of-its-kind collection combines superhero themes, team pride, and action-packed role play. Mini Mascot fills a crucial gap in the market, offering young fans a unique way to express their passion for their favourite teams.
Loumet is a leader in bringing the best
of the world’s play products in outdoor, indoor, pool & water play, novelty and much more. Leading brands include the multi award winning Go Play!, YoYo Factory and the exciting new addition of Clementoni. Their forever growing offerings in these categories, makes their stand a must see at the 2025 Melbourne Toy Fair . Go Play! developed in 2020, has redefined the world of active play, earning recognition as a standout brand cherished by both children and adults. Known for their award-winning Axe Throw, the brand has expanded and is continuously recognised for its unique blend of creativity, quality, and innovation. Go Play! toys inspire joy, connection, and endless possibilities for active play. What truly sets Go Play apart is its universal appeal. While kids are drawn to the vibrant colours and interactive features, adults find nostalgia and excitement in the brand’s modern twist on classic games. YoYoFactory is the ultimate destination for high-performance yo-yos, trusted by beginners and pros alike. With precision engineering, innovative designs, and unmatched durability, their yo-yos deliver smooth spins and incredible tricks. From beginner-friendly models to professional-grade options, YoYoFactory has the perfect yo-yo to elevate your skills and keep the fun spinning! 2025 sees the exciting addition of the Clementoni Pen Creator Studio, a fun and innovative kit that lets kids create their own unique pens. Combining creativity and science, this set includes everything needed to design vibrant, personalized writing tools. Perfect for inspiring imagination, it’s an
Loumet
engaging activity that encourages
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, including Barbie, Hot Wheels, Fisher-Price, UNO & MEGA.Their mission is to create innovative products and experiences that inspire fans, entertain audiences, and develop children through play.
Meeple are distributors of Board Games, Card Games, TTRPGs, Miniatures, Puzzles and more! Meeple has a huge range of exclusive of award winning products, including the 2022 and 2024 ATA Game of the Year Award Winners Catapult Feud and That Sound Game, and major brands such as Allplay, Czech Games Edition, Winning Moves, Mattel and many more!
2024 saw Micador, the Melbourne-based family business turn heads globally, with their early stART range leading the charge. The Sensory Drawing and Painting and Sensory Creating Crazy Creatures collections scored prestigious National Parenting Product Awards (NAPPA), while Parents.com celebrated multiple Micador products in their Best Toy Awards. The Micador jR. Easy Carry Art Studio even made its television debut on The Today Show, proving Australian design can take on the world. Behind these wins is a simple philosophy that’s been driving Micador since 2010: make products better for the planet without making them more expensive. It’s this thinking that shapes everything from their early stART developmental range through to their Micador jR. range, Micador For Artists brand and beyond.
Mizzie The Kangaroo is Home to Award-winning, Australia’s Original Natural Teething Toy and educational toys that babies and toddlers emotionally connect with. Mizzie The Kangaroo products give the best start in life and have the core purpose to develop babies and toddlers through fun. With a strong focus on sustainability, purposefulness and natural materials, Mizzie fully circular.
MJM Australia continues to excel in licensed and generic puzzles and games. Their portfolio proudly boasts premier brands such as Disney, Marvel, Star Wars, Bluey, Paw Patrol, Wicked, Jurassic World, How to Train Your Dragon and more. Add Thomas Kinkade to our range and they promise to deliver endless entertainment, quality, and innovation.
Modern Brands is the exclusive distributor for Australia and New Zealand for world-leading Retail Brands including Ravensburger, Disney Lorcana, Schleich, Sylvanian Families, Melissa & Doug, Playmobil, BRIO, Siku and more. They offer an extensive range of toys that stimulate learning and imagination.
Moose Toys exists to make kids superhappy and is a proudly family-run, Australian business with a big global reach. With trailblazing toy design, development and manufacturing, no wonder its toys consistently spark joy and wonder in homes all across the world. This year, Moose is sprinkling every more magic to its ever-expanding portfolio, which includes Little Live Pets, Bluey, Cookeez Makery, MrBeast Lab, Heroes of Goo Jitzu, XOX Kweenies, Moose Games and a whole lot more. Moose is always innovating –from developing groundbreaking content to worldwide licensing deals and with a huge line up of new, exciting product in the pipeline, Moose Toys is
the go to toy company for innovation and WOW toys.
Oh Flossy offers kids’ makeup and tween skincare in Australia, using all-natural, safe ingredients for hours of fun. Their range includes face paint, glitter, lipsticks, eyeshadows, and nail polish, perfect for little ones. They also offer gentle, simple skincare for tweens. Inspired by kids’ curiosity, they created safe, fun products for children, tweens, and teens to explore.
Outfox is an innovative new board game that blends strategy, wit, and imagination—designed by none other than six-year-old inventor Mia Grace. With a natural talent for creativity and problem-solving, Mia set out to create something fresh and exciting, leading to the birth of Outfox, a game that challenges players to think ahead, outmaneuver opponents, and sharpen their strategic skills. At the Australian Toy Fair, they will be showcasing Outfox in action, inviting attendees to experience firsthand why this game is quickly becoming a favorite among players of all ages. Visitors can expect live demonstrations, play sessions, and insights into how Outfox develops critical thinking, concentration, and problem-solving skills in a fun and engaging way.
OzAnimart is showcasing a standout selection of collectible miniatures, blind boxes, and creative gift items at this year’s Toy, Hobby & Licensing Fair. As a leading distributor in Australia and New Zealand, they specialise in unique, high-quality products that cap-
Moose Toys
tivate customers and boost retail sales. This year, they are putting the spotlight on Re-Ment’s intricately detailed collectible miniatures, beloved by collectors and pop culture fans worldwide. From hyper-realistic food replicas to miniature home décor sets, Re-Ment’s diverse and ever-expanding range adds charm to any collection. These miniatures are not just toys—they’re beautifully crafted display pieces that customers love to collect and showcase. They are also featuring Yell’s exciting blind box series, packed with playful and quirky designs that keep customers coming back for more. With an ever-changing lineup, affordable price points, and a surprise element in every box, Yell blind boxes are a great way to drive engagement and repeat purchases.
Pink Poppy is Australia’s #1 Children’s Wear Supplier, including fashionable dress-ups, hair & jewelry accessories, bags, beauty cosmetics, giftware, room décor, novelty items, educational toys, & stationery. Brands include Pink Poppy, Emma Memma, Disney Frozen, Disney Princess, Disney The Little Mermaid, Disney Junior Minnie, Claris the Chicest Mouse in Paris, Disney Moana 2. With over 35 years of experience, Pink Poppy is an Australian-owned, known for exclusive designs created by their talented in-house team in Sydney
Rhino Rhino is back this year, stronger and more expansive than ever before, and eager to showcase their unparalleled range of premium international brands that continue to lead the market in quality and innovation. At Rhino Rhino, they have made it their mission to bridge the gap between the
finest global kids and lifestyle brands and the retailers of Australia and New Zealand. They specialise in connecting retailers with timeless, high-quality products that cater to the ever-evolving demands of today’s market. They are proud to represent an impressive and diverse portfolio of world-renowned brands. This includes iconic names such as Mr Maria, Miffy Plush, Nuuroo, Meri Meri, Picca Loulou, Jaclyn & Matisse, WWF Plush, Peanuts Plush, B.T. Chaps, Bink, Maison Deux, Flow Amsterdam, PANTONE Living, Petites Pommes, Atelier Pierre, Ki ET LA, Magic Touch of Dutch and Rubbabu—brands that are synonymous with quality, creativity, and style.
The year 2025 promises to be an exceptionally exciting one, as they celebrate two monumental anniversaries—Miffy’s 70th and Snoopy’s 75th! These milestones will be marked by an exclusive range of new Miffy and Peanuts products, designed to captivate and delight collectors and fans alike. We invite you to visit our booth and discover these fresh, exciting additions that celebrate these beloved characters in a way you’ve never seen before.
Snuggle Bunnies are a beautiful new soft toy range, designed to provide little ones with a lifetime of love. Designed in New Zealand, the Snuggle Bunny family includes many soft characters like Penelope the Bunny, Hilda the Highland Cow and Rose the Duck. Their plushies are competively priced, while offering superior quality in the marketplace. Snuggle Bunnies are part of the Jamie Kay Group, with over one million followers on social media, and a rapidly growing brand presence across AU/NZ.
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 games. Spin Master is best known for award winning brands PAW Patrol, Hatchimals, Bitzee, Melissa & Doug, Kinetic Sand, Rubik’s Cube, Unicorn Academy and is the toy licensee for other popular properties.
Tara Treasures is a Melbourne-based company creating ethically handcrafted felt toys. Designed in Australia and mindfully made in Nepal, their felt products are made from 100% NZ wool with eco-friendly dyes. Fair Trade certified, they are known for fostering imaginative play while empowering over 300 women artisan communities.
Tomy Australia are distributors of Toys & Nursery Products with ranges including John Deere Toys, Fat Brain Toys, Mocchi Mocchi Plush, Hey Clay, TOMY Games & TOMY Toomies. Nursery ranges include Boon, Lamaze & The First Years.
Tonies is the world’s largest interactive audio platform for children from 3 years. The intuitive and award-winning audio system has changed the way young children listen, play and learn independently with its child-safe, wireless, and screen-free approach. Tonie box is made by parents.
Top Fun creates high-quality, safe toys that inspire creativity and spark joy in children. Rooted in the belief that play fuels growth and learning, their designs encourage imagination and storytelling. Committed to excellence, they rigorously test every toy to meet safety standards, fostering fun-filled, meaningful experiences that nurture a child’s development.
Ty, the world’s number one plush brand, continues to bring joy to fans of all ages across Australia and New Zea-
Snuggle Bunnies
Rhino Rhino
land. From the iconic Beanie Boos with their big, sparkly eyes to Beanie Bellies, Squishy Beanies, and Beanie Balls,Ty offers an unbeatable variety of adorable, high-quality, and affordable plush toys, making them the perfect choice for collectors and gift-givers alike. Each Ty creation is more than just a toy—every plush comes with its own name, a special birthday, and a unique poem, adding a personal touch to every purchase. The collection now includes officially licensed Bluey characters, alongside favourites from Dis-
ney and Marvel, bringing even more beloved characters to the Ty family. Ty also offers seasonal plush for Valentine’s Day, Easter, Halloween, and Christmas, featuring exclusive, limited-edition designs that add a festive charm to every retailer’s assortment.
U. Games Australia is a leading Australian wholesale toys & games distributor.They have a wide range of fun and educational products including board games, science kits, puzzles and toddler toys.
VR Distribution has earnt a reputation as the first choice for board and card game distributor in Australia and New Zealand. Our dedication to great customer service, fast delivery, and building strong B2B relationships is second to none.VR Represents leading board game brands such as Exploding Kittens, Catan, Big Potato, etc.
VTech Electronics are renowned for developing high-quality, innovative toys that combine education and fun, making learning an adventure for kids. 2025 is set to be another exciting year for VTech with two new licenses joining their growing range. This year they are set to release a series of electronic learning toys featuring two iconic characters, Dora and Stitch.
The Dora range will feature four fun and educational products including the Dora Time for Learning Adventure Watch. The Dora Adventure Calls Learning Phone lets children chat with Dora & her friends, they can play builtin games and explore educational content, including daily phrases in English & Spanish.
The Dora More to Explore Learning Laptop includes 5-character buttons 13 activities to play inspired by the show. Learn and play through fun games, on-the-go with the Dora Got Your Back Learning Backpack. The Stitch range will feature 3 interactive products including the Stitch Learning Phone which lets children chat with Stitch, Angel & Lilo. It features 6-character buttons and learning games, including a microphone activated game. The Stitch Learning Tablet is packed with educational content including apps & activities. Stitch fans can keep their secrets safe with the Stitch
Secret Safe Diary. Children can create their own number passcode, record voice entries, listen to built-in music, and play games.
Wild Republic are introducing their new 2025 lines such as Mellowkins, Luxury Snakes, Squishy Snakes, Ecofuzzies and Coilkin Reptile Plush toys. Wild Republic’s realistic stuffed an-
imals and toys have helped children explore the beauty of nature. Their mission is to create toys that foster curiosity about wildlife and educate
Winning Moves, the creative powerhouse behind iconic family games like Monopoly, Cluedo, Guess Who?, Pass the Pigs, the Top Trumps range, and WHOT! (just to name a few!), are gearing up to make a major splash in
Winning Moves
2025 with an exciting range of new licensed products that are sure to delight gamers of all ages. Get ready for a whole new level of fun and nostalgia as they bring your favourite characters and franchises to life in thrilling new ways. From the world of Stitch, to the high-speed action of Sonic the Hedgehog, the iconic adventures of Super Mario, and the mysterious thrills of Wednesday and Stranger Things— there’s something for every fan. Whether you’re into timeless classics or the latest trending shows, Winning Moves has it all, with a lineup that includes even more beloved brands and characters. This is the perfect chance to get an up-close look at what’s coming in 2025, with boardgames that promise hours of entertainment and bonding for friends and families.
Zimbler is the exclusive distributor of high quality brands - Bruder vehicles, Burago F1 Die Cast & Maisto Tech F1 RC, Maisto & Burago Die Cast, Maisto Tech RC, BBJunior , Carrera Slot Sets and Mario Kart RC, CAT Die Cast and RC, Bayer Prams, Wicked Active Fun- Flying Toys All NEW Power Play Games Tables.
Ty
VTech Electronics
