TOTAL LICENSING AUSTRALIA
defies fickle teen fads. Running solid sons. 6 times, recorded 11 albums and made
now for 4 years across all tiers, Sesa- 2008 sees Haven focusing on increas- 25 DVDs. Hi-5’s tenth series of its in-
me Street proves yet again it is one of ing the number of licensees produc- credibly popular TV show, which airs
the strongest teen licensing programs ing HHFL product and also raising the in 118 countries around the world, de-
in Australia. Leading teen retailer Jay HHFL program profile. Promotions buts on Australian television in June on
Jays chose Sesame Street out of the 15 running in major national parent- the Nine Network. The new series of
licenses it carries for their massive 3- ing and children’s magazines such as Hi-5 will see a new cast member join
week December window promotion Practical Parenting and Little Friends, Charli, Nathan, Kellie & Sun- Stevie
in the lead up to Christmas. Rolled as well as a sponsorship of the Mel- Nicholson. Stevie joins Hi-5 after Tim
out in 250 stores across the coun- bourne Herald Sun newspaper’s an- Harding was injured in a motorbike
try, this was a huge coup for Sesame nual Sunbeamer party for its Corinella accident last year. Trained at NIDA in
Street and Haven. Children’s page have had outstanding Sydney and RADA (Royal Academy of
responses and also increased website Dramatic Arts) in London, Stevie has
hits to
www.sesameworkshop.org/ risen to the challenge of stepping into
healthyhabits. Cross promotions with the Hi-5 cast on a rapid learning curve.
Sesame Street Beach at Sea World in Stevie has had experience working for
national run competitions have also Brainstorm Productions and recently
stirred up interest in the HHFL pro- completed a national tour of schools
gram. nationwide. His natural affinity with
Sesame Street, in conjunction with Ha- children makes him the perfect fit for
ven, keeps growing in Australia. Always Hi-5. Stevie was introduced to the
at the forefront of using various media world on the top rating morning TV
to create touch points with children program and joined Hi-5 on their na-
and families Haven are excited for the tional live tour.
years to come. In the lead up to Hi-5’s 7th national
tour, Hi-5 Circus Stageshow, Hi-5
The kids program is going to get even
Hi-5 joined forces with Fairfax newspapers
stronger when Sesame Street partners
This year marks the 10th anniversary to offer readers an exclusive Hi-5
up with Myer Department Store later
of one of Australia’s most successful DVD. Fairfax supported the partner-
this year to create a Sesame Street
children’s entertainment groups, Hi-5. ship with radio and television adver-
concept area in the toy department.
Since its debut in 1999, Hi-5 has filmed tisements, outdoor advertising and
With Abby Cadabby, an exciting addi-
400 episodes, toured around the world editorial features. The partnership was
tion to Sesame Street’s core program,
now a fulltime character, Mattel is set
to release a range of very interactive
toys featuring both Abby and Elmo,
including plush, as well as musical in-
struments featuring Elmo and a much
awaited follow up to TMX towards
the end of 2008.
Abby’s popularity has been quickly
recognised, doing wonders for giant
retailer Big W and apparel licensee
Casco Blu in children’s outerwear and
sleepwear. Demand for Abby is only
going to increase.
Separately, Sesame Street’s Healthy
Habits For Life (HHFL) has started to
stamp its own mark on the Australian
market. HHFL, aimed at encouraging
children to develop just that – healthy
habits for life – continues to help chil-
dren and families make better choices
with a growing number of products
entering the market. The first-ever
licensed egg range was launched by
Novo Foods last year, as was yogurt by
National Foods, kid-friendly sunscreen
by Playgro, and wipes by Macpher-
TLA 12
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