TOTAL LICENSING AUSTRALIA
Merchantwise continues to ex- two new TV series on Network 10,
pand its Australian licensing busi- new toys and live entertainment in the
ness, adding a host of blue chip lead up to the brand’s 25
th
anniversary
and high potential brands and celebration in 2009. The next TMNT
properties to its portfolio over feature film is currently being planned
the past two years. for 2010.
Merchantwise was established in 1999 Pokémon, the multimedia entertain-
by three former Disney executives to ment phenomenon that generated
be a fully-integrated service provider over $30 billion in global revenue, is
to the licensing industry, providing a enjoying a major revival. The Diamond
mix of research, strategic support and Pearl video game launch was the
merchandise licensing program has
grown by 30% in the past year, with
the addition of 16 new partnerships
including BabyLove nappies, as well
as greater presence at all leading re-
biggest and most successful in Poké-
tailers. The addition of global master
mon history. Pokémon merchandise
toy partner Jakks Pacific will see the
is also making a strong comeback
release of a new toy range to be dis-
– in the USA, toys alone have grown
tributed by Funtastic. The Wiggles
from US$8 million in retail sales to
and creative services. In late 2003, its
themselves are maintaining a hectic
an expected US$100 million in 2008.
brand management division was estab-
schedule of activity, including three
In Australia, Pokemon action figure
lished. Today Merchantwise has a team
new DVD and CD releases, two new
sales have grown by over 200% over
of 27 personnel. In addition to licens-
television series on ABC-TV (Dorothy
the past year. This growth is set to
ing, Merchantwise design has become
the Dinosaur, Wiggle and Learn), new
a leading studio for licensed products
theme parks and play centres
and style guides. The company also
and three Australian tours
produces monthly BrandTrends re-
scheduled in 2008.
search that is used by leading retailers,
The future also looks bright
brand owners and licensees.
for BAFTA award-winning an-
Brands and properties managed by
imated TV series Peppa Pig,
M e r c h a n t -
expected to make a strong
wise cover
impact in Australia in 2008.
a diverse
The inquisitive and cheerful
spectrum of
little piggy is already a leading
age groups
girl’s preschool license in the
and interests,
UK. Peppa has enjoyed strong
from pre-
ratings on Australian TV, screening
continue with new TV, toys, licensed
school en-
continuously since 2004 on ABC and
merchandise, a Happy Meal promo-
tertainment
Nick Jr. The timing is now right for a
tion, DVDs and trading card releases
through to corporate and sports
major retail launch planned through
in 2008.
brands for adults.
Kmart stores from Sep 2008.
Merchantwise has also recently been
appointed to manage Zac Power,
Preschool
Boys
Australia’s fastest growing novel series
Entertainment
Entertainment
for boys 6-10 years. Zac is a 12-year-
In the world of preschool entertain-
Evergreen classic Teenage Mutant
old secret agent, with just 24 hours to
ment, The Wiggles remain Austra-
Ninja Turtles (TMNT) continues to
save the world… and tidy his room.
lia’s no.1 brand, continuing to delight
be a leading action property for boys
An animated TV series is in the early
young children and parents alike. The
3-8 years. 2008 will see the release of
planning stages.
TLA 40
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