TOTAL LICENSING AUSTRALIA
A Preschool
Powerhouse!
With over 150 different products in and A Fairy Merry Christmas in the The first Fairies store opened in Ad-
production or on sale, The Fairies is fourth quarter. elaide in October last year and has
now one of Australia’s top five pre- CDs have also sold well. To date, proved immensely popular. Each week,
school properties and, according to 35,000 units have sold in Australia and 250 children attend Fairy Dancing
creator Jen Watts and international two albums have been ARIA nominat- Classes and the Rainbow the Birthday
licensing consultant Grahame Grassby, ed for Best Children’s Album. Fairy hosts themed birthday parties
interest in the property continues to On the broadcast side, the series each weekend which are sold out five
run high. now airs on Nick 2 in the UK and months in advance.
The live-action series follows the discussions are underway for Ger- The retail store currently sells over
lives to two main fairies – Harmony man, French and Asian formats. The 100 different items of merchandise
first formatted version (Spanish) is and, according to Jen Watts, further
currently in pre-production with film- complexes are planned in Australia
ing due to begin in May. The Spanish during 2008/9 with the opportunity
version will be broadcast in the US also available to franchise the store
together with Latin America, Brazil, internationally.
Spain and Portugal. As a development of The Fairies brand,
Publishing continues to play an impor- Watts has created Fairy Dancing Girl
tant part in The Fairies programme. To – a clothing brand that encompasses
date, more than 112,000 units have leotards, wraps, headbands, a fairy
sold across six titles and there are dancing skirt and ballet slippers. Fur-
currently three more titles in produc- ther developments of the new brand
tion. are planned for 2008.
On the promotions side, The Fair- Finally, in terms of products, The Fair-
ies will be the Happy Meal Toy of the ies now have a large number of major
Month this coming June and the prop- licensees including ABC Books, Music
and Rhapsody – as they explore their
erty will receive a further boost when and Video, Andrew Kay & Associates,
world through play and adventure. The
Andrew Kay & Associates The Fairy Australiana Foods, Bensons, Data-
brand values of the property are high-
Dancing Pop Concert tours around works, Dryen, Five Mile Press, Funtas-
friendship, self-esteem, problem-solv-
Australia form mid-June to mid-July. It tic, Greenwich Headwear, McDonald’s,
ing and decision-making are just some
will also travel to Singapore, Dubai and MJM, Neet Feet, OTA, Pan Macmillan,
of the areas that the series covers.
the UK in 2008/9. Over the last eight- Playworks, Roadshow, Rubies, Sam-
The sets have been designed by Weta
een months, The Fairies have toured sonite, Thatcher Eyewear, Vimwood
Workshop (Lord of the Rings), which
to over 140,000 ticketed fans around and Wotabout.
combine with location settings such as
the country.
gardens and beaches.
In Australia, The Fairies is now into
its third series and comprises 52 x
half-hour episodes, together with 41
music clip interstitials. It is currently
If you are interested in
broadcast in Australia on Seven and
knowing more, please
on Nickelodeon.
contact for Australia,
Series two and three saw the addition
Jen Watts
of new characters such as Twinkle the
(
jen@thefairies.com). For
Tooth Fairy, Bubbles the Beach Fairy
international enquiries
and Rainbow the Birthday Fairy and,
(excl. Aust/NZ),
to date, more than 150,000 DVDs
please contact
have sold in the territory. New launch-
Grahame Grassby,
es planned for 2008 include Fairy
grahamegrassby@
Whispers in the second quarter, Fairy
optusnet.com.au
Nursery Rhymes in the third quarter
TLA 34
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