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TOTAL LICENSING AUSTRALIA
i n g the new year. – and to find more categories that
G o Another fantastic, and unique property compliment this young market who
Diego Go con- that Haven Licensing will be launching are looking for something quirky and
sumer products into Australia later this year, is Won- fresh from SpongeBob’s range.
into Australia via der Pets - which currently screens on In late 2007, Haven Licensing were
a softlaunch from Nick Jr., and launched on the channel fortunate to take over the Sponge-
1
st
July 2008 - giv- in Australia in February 2006. Wonder Bob SquarePants License in New
ing key partners Pets is gathering a lot interest within Zealand, and are now looking to grow
an opportunity to the industry, and Haven are currently the brand by moving towards more
compliment Dora working on a retail strategy and time- sporting goods and novelty products
with boys-skewed pre- line, aiming to release merchandise with key retail partners. With the re-
schooler products in from late 2008. lease of the new SpongeBob Atlantis
apparel, footwear, un- Wonder Pets is a pre-school show SquarePants Movie airing for the first
derwear and manches- that follows the adventures of three time on the channel in April 2008, Ha-
ter. Hardlines will follow classroom pets, Linny the Guinea Pig, ven will work with The Warehouse as
in Q4 2008, with key items such as Ming-Ming Duckling, and Turtle Tuck, a key partner to drive more growth
bikes/trikes, ride-ons, adventure activ- who travel around the globe rescuing and instore space in NZ creating an
ity toys and home furnishings. Haven animals who need their help. It’s based Atlantis SquarePants Event in Easter.
are working with key retailers to en- on the photo-puppetry animation, and Since SpongeBob is considered the
sure that the launch follows on from is currently ranking consistently in the Number 1 license in many categories,
the success of Go Diego Go launch- “Top 3” programs for kids aged 3-4 on the best news is that he’s holding his
ing in the USA in October 2006 and Nick Jr. and has an audience share of position in NZ, and infact is outsell-
Canada in early 2007. 12.4%. FTA TV is planned for Septem- ing most other licensed properties in
Within the morning prime time pre- ber 2008, with consumer products categories like confectionery, sporting
school 90 minute “Nick-block” that launching in conjunction with this tim- goods and manchester.
launched in late 2007 on Network ing from late 2008 into early 2009. And, what better way to enhance
Nine, comes the debut of the younger SpongeBob SquarePants is the Num- a party, than with a SpongeBob
preschool show, ber 1 licensed Squarepants themed birthday party,
B a c k y a r d i g a n s brand glob- which Haven are partnering with Mac-
which is cur- ally and is quarie Leisure to launch across both
rently screening Nickelodeon’s Australia and New Zealand in all AMF
at 6.00am on both flagship show Bowling Centre’s throughout 2008
weekend morn- on the chan- – look out for more fun from our yel-
ings. nel. Sponge- low goofy-toothed friend next year
The Backyar- Bob airs over from these initiatives!
digans follows 5 60 times per Haven will continue to work on en-
high-spirited pre- week on both suring that Nickelodeon’s properties
school best friends Nick and Nick are the hottest properties in this ter-
- Uniqua, Pablo, Jr, and had ritory, and continue to win the hearts
Tyrone, Tasha, and strong favou- of kids across Australia and NZ with
Austin who live ritism at the Dora, Diego, SpongeBob and all your
adjacent to each A u s t r a l i a n other favourite Nick characters!
other, and rely on their vivid imagina- Nickelodeon Kids Choice Awards in Overall, it’s a very exciting time for
tions to transform their backyard into October in 2007, with kids shouting Nickelodeon in Australia, with so many
a fantastical 3D landscape, where they that SpongeBob was their favourite new and exciting programs launching
embark on amazing (and educational) Nick Character – adding more hype on both Pay TV and FTA, Haven Li-
adventures involving dance & music. to the ever-loved yellow character!!!! censing are working on many strate-
Backyardigans has been screening on Haven Licensing are noticing that the gic consumer product launches, with
Nick Jr. in Australia since January 2005 brand is gathering more and more catalyst partners and key retailers, and
and is ranked in the top 3 shows on momentum in the Australian con- with all of their fantastic Aussie licens-
the channel. Australian ratings see the sumer product market by moving to- ee’s to ensure it’s Nickelodeon’s best
program audience share of 13%. Ha- wards more plush, novelty and appli- year yet Down Under!!!!
ven have set a timeline for launching ance lines being licensed, in particular,
Consumer Products from late 2008, more retro vintage products coming Bratz!
and will be working with Nickelodeon from an increased demand. Haven’s Still the #1 fashion doll with over 6
Asia and Australia to ensure that the main aim in 2008 is to drive Sponge- million BratzBratz dollsdolls soldsold inin AustraliaAustralia
property launches with other key cat- Bob towards his true market and fan- alone and representing 4.2% 4.2% of of the the
alyst partners and local suppliers into base – tween/teen/young adult males entire toy market Bratz continue to
TLA 22
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