TOTAL LICENSING AUSTRALIA
Another great year for
It’s been another great year for Australia’s Haven Licensing,
Sesame Street
as Australia’s biggest agency powers into 2008. “It’s a fun
“Sesame Street just continues to
and exciting time to be in the Licensing game” says Haven
amaze me,” marvels Diana Markezic,
Managing director, Tom Punch. “In such a competitive
Brand Manager at Haven Licensing.
market, our focus and time is increasingly spent on the overall
“This brand keeps touching children
brand management and marketing of our properties, and so
and families alike, continually finding
far to great success” says Punch. “Meeting with and selling
new ways of connecting with them in
TV to the networks, coordinating large marketing and PR
exciting and relevant environments.”
programs, tying in with theatrical, DVD and toy companies,
In September of last year, Sesame
establishing innovative retail and promotional programs
Street Beach opened at Sea World, one
are the bread and butter of the business - and out of this
of Australia’s premier theme parks, on
drives successful licensing programs - with great awareness,
Australia’s Gold Coast – Australia’s
lots of hype, and good sales!” says Punch. “Our success is
first Sesame Street attraction. Chief
directly related to the amount of time and effort that we
are putting behind the key drivers of our brands. Licensing
is the easy bit - it’s making the brands hot so that people
want them (consumers and trade) that is the challenge!”
Haven’s business has matured also, as seen by the structure developing
around the company. Eight people in their finance team, separate
legal team, product development manager overseeing the PD team,
experienced Business Managers, as well as a dedicated promotions team
to work with the big FMCG and promotional companies ensures service
is given in every area. An office of 12 in Melbourne, combined with an
increasing New Zealand focus and presence means that the brands
are getting very strong retail and promotional coverage in all areas.
It’s also been an interesting
time in the Australian
licensing landscape, with the
departure of old players,
and the emergence of new
ones. “It’s definitely been an
Executive Officer for Warner Village
interesting time” says Yvonne
Theme Parks, Mr John Menzies says
King. “There have been a lot
that “Sesame Street is a perfect fit for
of old and new brands being
Sea World; it’s an ‘evergreen’ brand.
thrown around, and lots of
It’s something we all grew up with and
things on offer, but we have
yet is still relevant to today’s kids.” Its
really maintained our focus
own beach region within Sea World,
on our existing key brands,
Sesame Street Beach features inter-
and let the others fend for
active rides, shows and attractions
themselves.” It seems the
with all the favourite characters from
strategy is working well for
Sesame Street, appeal to people of all
the Haven crew so far....
ages.
Similarly, Sesame Street’s teen program
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