TOTAL LICENSING AUSTRALIA
soon, Numberjacks has now firmly
established itself as a powerful enti-
ty in the licensing world. The shows
themselves have been translated
TM
into numerous international lan-
guages, with Hindi, Spanish and Por-
tuguese versions all airing around
Numberjacks first launched on CBee- Now, some 15-months later, a
the globe. Open Mind’s distribution
bies in the UK in October 2006 and whole range of UK and internation-
partner, Beyond Distribution, will be
was an immediate success. After just ally licensed merchandise is coming
taking the show to the MipTV market
three weeks on-air the show had through to retail, and neither the
in Cannes this April, very confident of
jumped to the #1 spot in the BARB ratings nor the demand for licensed
picking-up further overseas sales.
(British Audience Research Board) product has abated. The show has be-
Stella Projects’ Grahame Grassby is
come hugely success-
working with series producers Open
ful in Latin and South
Mind Productions to bring Number-
America, and recently
jacks merchandise to Australia. The
launched on the Play-
programme launched on Disney Play-
house Disney Channel
house in November 2007, is broad-
in Australia and New
cast three times daily and continues
Zealand, where it has
to enjoy very strong ratings.
also established itself
Grassby intends to kick-start the
as the number one
Numberjacks licensing programme in
rated show.
September this year. Village Roadshow
Chris Ellis, the show’s
is the DVD partner and Hardie-Grant
writer, looks at why the
Egmont have the book publishing
series hits such a chord
rights. The Numberjacks toy partner
with its viewers: “Num-
will be announced at the Australian
berjacks is a unique
Toy Fair, whilst Kinnerton are already
ratings, with the audience reaction
combination of engaging characters,
confirmed as the confectionery li-
taking producers and rights owners
adventure, comedy and learning, and is
censee.
Open Mind Productions a little by
a much richer
surprise.
and more
“This show wasn’t conceived with
exciting mix
merchandise and licensing in mind,”
than many
says Roland Tongue, the show’s Pro-
p r e - s c h o o l
ducer. “We were busy concentrat-
shows. It has
ing on making Numberjacks work on
a strong and
screen, so the immediate demand for
original look,
toys, books and DVDs was a delightful
with high-
bonus.”
paced action,
“Right from the start there’s been a
and an aspi-
really strong demand for merchan-
rational feel.
dise, with bootleg product appearing
In the UK, following a break over the
The Numberjacks themselves are the
on Ebay within a week of first trans-
Christmas period, Numberjacks has
engaging characters at the centre of
mission” says Nick Underwood, Open
returned to CBeebies with a venge-
the action, so viewers take ‘numbers’
Mind’s Commercial Director. “I guess
ance. Since the turn of the year Num-
to their hearts, and care about num-
that’s a compliment in some ways!”
berjacks has featured in the top three
bers and mathematical concepts” ex-
ratings positions every week, and in
plains Ellis. “It’s a very powerful mix
the week before going to press took
of empathy, jeopardy, comedy and
spots 1, 5 and 8 in the weekly ratings,
learning which makes the show very
confirming itself as a show that’s here
compelling for its audience. We can
for the long run.
certainly see two different consumers
That’s certainly the feeling of The
for the Numberjacks merchandise;
Times (London) who commented in
the child who wants to play and be
a feature about ‘The Golden Age of
part of the Numberjacks’ world, and
Television’, predicting the hits of fu-
the parent/carer who wants to help
ture: “Is a Numberjacks nostalgia-fest
their child to learn”.
around the corner? I’d put money on
With 45 episodes in the original series
it” they said.
and another twenty more shows due
TLA 32
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