TOTAL LICENSING AUSTRALIA
at gardening expos, shopping centre episodes, the launch of Go Diego Go ence in store, via catalogue, point of
concerts, retail events and more. merchandise into the marketplace sale and merchandise.
Roary debuted on ABC kids TV in Feb- from July, and Backyardigans launching Haven’s strategy behind Dora The
ruary and will have its series launch on in late 2008, and lastly with Wonder Explorer for 2008, is about building
Nick Jnr from October. The The consumerconsumer Pets launching on FTA in late Septem- her brand profile, and creating a point
products program’s major launch will ber 2008 and merchandise to follow of difference to keep the consumer
take place in March 2009. Some initial later this year. wanting more of the ever-popular
product will be released in November The most exciting news this year, is Latina heroine. Sam Arcadipane, Busi-
including toys and plush from Fun- that of the 90 minute “Nick-Block” ness Manager at Haven Licensing, says
tastic, DVDs from Magna Pacific and which was secured late last year to “We’ve launched retail-exclusive style-
books from Harper Collins. PR initia- air on the Network Nine - cata- guide themes in 2008 to ensure that
tives will take place throughout the pulting Nickelodeon preschool con- there is something new for kids and
year in support of the TV series in the sumer product opportunities into mum’s in each of the key retailers, and
lead up to the launch of the consumer the marketplace, adding to an existing in turn, giving buyers something differ-
products program. A Roary car has consumer products portfolio which ent to offer on the floor, that differ-
been developed and will be attend- has more than doubled in size over entiates them from their competitors
ing key Australian racing events across the past two years, making it one of in the marketplace”. This new strategy
Australia including the Grand Prix and the fastest growing Licensor’s in this will continue going forward, offering
the V8 Supercar series along with the country. partners and retailers the chance to
Big Chris costume character. Under Haven Licensing’s management, offer exclusive, and unique, ranges to
Dora the Explorer has seen growth keep the consumer returning. Then
Nickelodeon year on year, building the much-loved you have the Dora ‘tentpoles’, which
Nickelodeon is exploding into Austra- Spanish heroine into an enormous offers another point of difference, and
lia in 2008, launching into it’s biggest property with over 60 licensee’s in another angle on the Dora property
year to date, as the “Nick” portfo- Australia, and worth over an esti- that can be used to compliment the
lio of properties continues to grow mated AUD$100 million wholesale core property and themes.
from strength to strength, reacheach-- program to date! In 2007 alone, Haven signed up more
ing more than 1.9 million house- Dora the Explorer has won many ac- than 15 new partners to the Nick li-
holds in Australia on Pay TV alone! colades, including being awarded 2006 censing portfolio in Australia, resulting
It’s going to be an even bigger year for License of the Year (by Toy & Hobby in Dora The Explorer products which
Nickelodeon in Australia, with some Retailer magazine) and also being can be found across all mass retailers
fantastic things happening throughout awarded 2006 Fastest Growing Li- in the Australian market in over 16
2008:- with all new Dora The Explorer cense (by GfK Australia) in her 2 year categories.
lifetime in Australia. It’s no doubt that Dora continues to
Dora has unsurpassed retail programs dominate the retail climate in Austra-
at all tiers within the Australian mar- lia with an abundance of educational,
ket, including a Dreamworld-Spotlight learning and exciting products and her
competition in 2007, which gained strong position on the Network Nine
one of their highest redemption rates on Saturdays and Sundays throughout
and a record number of entries, the 2008 continues, with 20 new episodes
FairyTale Adventures tentpole promo- launching in 2008.
tion which ran across all mass-retailers In July 2008, Haven Licensing is fortu-
in mid-2007, the refreshed concept nate to finally be launching the all-new,
areas in TRU stores with the accom- and much anticipated property - Go
panied Dora “Meet & Greets”, and not Diego Go to the Australian market.
forgetting the all-new products that Diego Marquez, Dora’s Latino 8-year-
have propelled Dora into new distri- old bilingual cousin, and avid animal
bution channels with retailers such as rescuer (who has an intense love of
sunscreen into Grocery and Sporting nature and the animals), premiered on
goods into Specialist sporting stores. Nick Jr Australia on 1
st
August 2007
Then, you have promotional PDQ’s and has since rolled out to FTA TV
running at various times through the in early 2008 on the Nine Network.
year bringing incremental business to Australian Nick ratings are climbing
both grocery and mass channels, co- with each episode that airs (that’s a
ordinated promotions via key catalyst total of 28 episodes per week!), with
partners, specific GWP programs, and an ever-growing audience share of
specially tailored retail events with key 14.7% since Diego’s launch.
partners growing the Dora experi- Haven Licensing is strategically launch-
TLA 20
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