TOTAL LICENSING AUSTRALIA
2008, all of which agent Anthony Harvey of Blue Chip AUSTRALIAN
will feature Mad Brands commented, “ We are looking FISHING
Keen products in to develop Mad Keen in several new STATISTICS
premier display lo- merchandise categories focusing on
Source National Recreational
cations. In addition both the adult and children’s markets.
Fishing & Indigenous Fishing Survey
conducted 2000-2001 (statistics
to fishing, the aver- Mad Keen does incredibly well around only collected every 10 years)
age Aussie is also key gift giving periods such as Father’s
very passionate Day and Christmas so it is a natural 3.36 million Austral-
about the mode of for products such as boxer shorts, ians aged 5 years and
transport required sleepwear, slippers, flip flops and au- over went recreational
to get to his favor- tomotive accessories as well as cards fishing at least once,
ite fishing spot and calendars. Our market feedback representing a national
and within a short is also telling us of a big opportunity in fishing participation of
space of time one the children’s area and we hope to ex- 19.5%
of Australia’s lead- plore the potential of products such 1.8 million households
men, women, children and even Mad
ing National Au- as back to school lunch items, quilt contained at least one
Keen babies!
tomotive Groups had also made this covers and starter fishing sets for the angler, representing
Perhaps the most powerful testimo-
connection and was soon ranging a young angler”. 24.4% of households
nial that Mad Keen was heading for
series of 45 exclusive and unique Mad Today, the Mad Keen brand is firmly There were 2.3 million
success, came from the endless ‘fans’
Keen Licensed products in all 220 of established in the Australian fishing male anglers and 1.1
of the brand who wrote and called to
their country wide retail outlets. and outdoor retail marketplace, with million female anglers
express their love of the Mad Keen
Licensing has opened the door for national distribution in many hundreds The 30-44 age group
attitude. Some of their passion bor-
Mad Keen to expand beyond just ‘fish- of diverse retail stores. 2006 marked had the highest
dered on obsession! From people
ing’ into the complimentary lifestyle the year that Mad Keen started a se- number of recrea-
asking ‘permission’ to get permanent
categories of camping and boating rious attempt to crack the thriving tional anglers
Mad Keen logo tattoos, to a woman
products. This in turn has allowed even New Zealand fishing market. Within a The highest participa-
who wanted her late husband to be
further product expansion to items year, dozens of stockists were secured tion rate was the 5-14
buried in his favourite burgundy Mad
such as SUV (4WD) spare wheel cov- on both the North and South Islands, age group with 33% of
Keen shirt (and her three children
ers, ice box coolers, camping chairs, including the high profile Rebel Sport all males and 23% of
wore matching shirts to the funeral!)
sun shades, picnic rugs, drink coolers, chain where both Mad Keen in-house all females
Over time, Mad Keen has become in-
bar equipment, fishing rod covers and manufactured and licensed products Australians fished for
creasingly involved in fishing sponsor-
much more! are featured. In 2007 a major North an estimated 20.6
ships and associations, ensuring that
Mad Keen are acutely aware that Island distributor was signed to han- million fishing days of
the brand is seen as a valuable con-
a style guide can only paint a broad dle sales and marketing of Mad Keen effort
tributor to the industry beyond just
brush stroke of the Brand’s capability products countrywide. Meanwhile Recreational anglers in
passionate products. On-going sup-
to successfully adapt to a new product business back in Oz has also been Australia spent an esti-
port of female anglers and children’s
and their unique ability to specifically on the rise, with expanding distribu- mated $1.8 billion on
fishing programs ensures that Mad
tailor slogans, catch phrases and even tion and increased product ranging. fishing related items
Keen is a ‘family friendly’ brand with a
jingles to suit the core essence of a By the end of 2007, efforts to launch Average expenditure
keen eye on the future.
product is a major advantage to any Mad Keen further abroad to the US, was $552 per angler
Mad Keen first entered the world
potential licensee. Mad Keen’s creative UK and Canadian markets were well per annum
of licensing in mid 2004 in order to
team live and breathe not only the art underway and showing some exciting • Key Motivation for
grow the brand further, and ultimately
of angling but also the single-minded promise. fishing was:
open the door to international lei-
attitude of the sport, and collectively Mad Keen has just recently appointed 37% - to relax and
sure fishing markets. Within the first
they have a wealth of experience on Jane Evans Licensing to manage the unwind
18 months of signing with an Austra-
product development. development of the merchandise pro- 18% - sport
lian licensing company, dozens of new
Throughout this period, market- gram throughout the UK and Ireland. 15% - to be with
Mad Keen licensed products were de-
ing and advertising of the Mad Keen “We are delighted to be working family
veloped and distributed through over
brand has been increased to keep the with Jane Evans Licensing to man- 13% - to be outdoors
200 new stores across Australia and
brand fresh in people’s minds, and at age the development of Mad Keen in
New Zealand.
the leading edge of the industry. From the UK” continued Anthony Harvey.
Licensed Mad Keen products are cur-
cover shots on national magazines, to “Jane brings all the necessary skills
rently found in the largest and most
editorial content on high-rating TV and experience in building long term,
rapidly expanding megastore chain in
shows, Mad Keen has been ‘out there’ sustainable merchandise programs for
Australia. This group serves the out-
fishing for Australian customers! lifestyle brands such as Mad Keen and
door fishing, camping & boating lei-
In addition to the existing products we are looking forward to working
sure markets and will have opened
licensed there are plans to extend with Jane and her team in launching
50 massive new stores by Christmas
Mad Keen further afield. Licensing the brand in the UK”.
TLA 45
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