TOTAL LICENSING AUSTRALIA
working to improve the products we with our external licensing partners. usual mediums”.
make available in the marketplace. What this means is that we can take
They must be differentiated versus a Global business strategy, and tailor How do you see the future of en-
the competition, and continue the it to fit the needs of the local market. tertainment licensing in terms of
storyline of the character or property We call it a “Glocal” strategy. These movies, technology, television etc…
they represent. This is what we call flexible business models enable us to in Australia?
the ‘Disney Difference’. Items must either source product locally, or to tie JK: “We are very fortunate as an or-
also be age relevant. You wouldn’t in with existing Global manufactur- ganization in that we have so many
license High School Musical on an in- ers who can then supply through lo- vehicles helping to drive our content
fant product, but we would develop cal distributors. We also have a huge distribution; theatrical, home enter-
a line of consumer electronics that opportunity to leverage the breadth tainment, music, online, publishing,
are lifestyle items for today’s teenager, and depth of our internal business video games, and Disney Channel
such as a flat screen TV or digital mu- units. Disney is the only entertain- with our terrestrial partners- Chan-
sic player. ment company in Australia and New nel 7 TV media.
We also have the ability to appeal to Zealand that has the ability to provide Our CEO Bob Iger has challenged us
all age groups. We span the full prod- a synergistic retail solution across to be where our consumers want us
uct spectrum from a range of basic consumer products, theatrical, home to be, and let that drive our strate-
infant feeding items under the Disney entertainment, music, online, Disney gies moving forward, whether that is
Baby banner, to a high end furniture parks and resorts, and the Disney through a storybook read at bedtime,
range under the Walt Disney Signa- Channel / Channel 7 TV media. We or through new technologies such as
ture Furniture collection. have something for all age groups”. digital media downloads. We will con-
Key Account Focus: Our retail relation- tinue to stay on the cutting edge with
ships are extremely important to the How do you view the Australian the consumers.
future of our business. Across the licensing marketplace for Disney Last year, families spent 11.2 Billion
world we are creating new business properties compared with, say, hours experiencing Disney, and that
development teams aligned with key DCP business in other territories. number continues to grow exponen-
retailers in each region. Australia and Are there differences? If so, what? tially with each coming year as we
New Zealand are no different. We are JK: “The market is very similar in that expand the ways in which people can
looking to continue to establish a lo- people across the world are hun- interact with Disney”.
cal sales team to ensure that we are gry for quality, family entertainment.
aligned in collaborative partnership They all love stories with heart, and High School Musical continues to
with the busi- characters with be a huge phenomenon in Austra-
ness needs which they can lia, what products are in the mar-
our retailers. relate. Take the ket and how do you see this fran-
Talent Develop- High School Mu- chise growing in Australia?
ment: Under sical phenom- JK: “We currently have available the
the leadership of our Chairman Andy enon. From the US to the UK, South full range of product at retail across
Mooney, we have moved from a “Pas- America to India, kids love what it’s all of our categories: Apparel, Acces-
sive” licensing model to an “Active” all about; great dance numbers, catchy sories and Footwear, Home Furnish-
licensing model. What that means is tunes and good clean fun! ings, Health and Beauty, Stationery,
that we hire people with experience However, the market is very different Consumer Electronics, Toys, Video
in each of their respective industries with respect to size and geography. Games, Books and Magazines, Mu-
to develop and manage a viable, ongo- Because we only have 25Million peo- sic, DVDs, and a soon to be released
ing business plan. They are actively in- ple in both Australia and New Zealand theatrical film in late 2008. This is a
volved with the development of pack- combined, it can be challenging to get major tent pole franchise for Tweens,
aging, product development, channel product into market. Minimum or- and will continue to be a focus in 2009
strategy, and pricing to ensure that der quantities and the sheer distance and beyond!”
the licensees uphold the highest qual- product needs to travel can provide
ity standards. The guarantees that the ongoing challenges. We must be very
product we deliver to the consumer creative with how we approach the
is consistent with the qualities of the business, and work with long prod-
overall Disney brand”. uct lead-times. There is also a chal-
lenge with access to media. Only one
How do you see the business devel- in 7 house-holds have Pay TV, and a
oping in Australia? little over 50% of House holds have
JK: “We have the luxury in Austra- broadband internet access. We must
lia and New Zealand to be able to constantly think of new ways to pro-
implement flexible business models vide content to families outside of the
TLA 47
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