NEWS
TOTAL LICENSING AUSTRALIA
YOU CAN TAKE THE GIRL OUT OF OZ, BUT YOU CAN’T TAKE
THE OZ OUT OF THE GIRL!
Paul Hogan’s endearing image that won the hearts and minds of millions in his Crocodile Dundee films, is about to be
joined by the quintessential Aussie gal, Global Sheila.
Global Sheila is independent, adventurous and a smart traveller with a respect for the natural environment. Whilst Global
Sheila is typically Australian she also loves to explore the planet and discover new cultures – without leaving her footprint.
Starting with a range of distinctive luggage tags, T-shirts, hats and other travel accessories the Global
Sheila brand will take a typically warm Australian-flavoured message around the globe as the product
range becomes available in stores. Also under development is the Global Sheila doll – complete with
iconic Australian travel accessories, such as a swag, surf board and compass. The design for the Global
Sheila’s preferred vehicle is also complete. The much loved Kombi Van of the 50s and 60s, which typifies
the young and adventurous is making a come back with the brand.
The website -
www.globalsheila.com is set up for membership and subscription is currently $Aus 25,
including a set of luggage tags and a T-shirt. The membership database will become a strength of the brand
for licensees.
Creator, Melva Stone, is herself a Global Sheila, with the independent outback traits that come with being
the first female permanent resident in the outback mining town of Newman in 1968 and living for 20
years in the remote Pilbara region.
“The eco and adventure tourism area is exploding and I saw a niche in the marketplace for the Global
Sheila concept. It is also important to me to ensure that in developing the brand we provide an environmental awareness
element. Whilst it is early days for the brand, we are encouraged by the reaction so far. We have also made it fun because
that is the Aussie way,” said Ms Stone.
The animation of Global Sheila and a series of travel stories about Global Sheila are underway and the company will
showcase the brand at licensing shows in New York, Hong Kong and London.
ROADSHOW GROW MARKET SHARE
Roadshow Entertainment has cemented its position as Australia’s leading DVD distributor with 2006 sales results that
saw the company end the year with a dominating 14.7 per cent of the home entertainment market, according to GFK
figures.
This result was reinforced by strong Christmas quarter sales, during which period Roadshow was again the strongest
distributor with 15.8 per cent market share.
The children’s DVD market continued to remain a formidable part of the Roadshow portfolio, with the company
growing its 49.5 per cent market share in 2005 to 50.1 per cent in 2006. Children’s supergroups The Wiggles and Hi-
5 were the dominant properties for Roadshow, however properties such as New Macdonalds Farm and Barney also
contributed to category growth.
Staying on the children’s side, Roadshow have appointed Viva as a non-exclusive licensee to manufacture and distribute
Roadshow’s handle box DVD cases for North and South America and South Africa.
The Roadshow DVD handle boxes have been used to distribute children’s preschool videos through retailers over the
last eighteen months and their sales success has warranted an expansion internationally. The appointment of Viva as a
distributor follows the previous appointments of AGI, Amray and Coral as distributors for the UK and Europe.
AUSTRALIA’S BIGGEST LOSER IN LIFESTYLE RANGE
Fremantle Media in Australia have taken Australia’s Biggest Loser into a lifestyle
range by teaming up with a number of licensees.
Australia’s Biggest Loser is the first reality series in which everybody “loses”,
The Biggest Loser offers severely overweight participants the opportunity to
undergo a radical physical makeover without any kind of surgery.
The programme follows the progress of 12 contestants, challenging and encour-
aging them to lose weight as they compete for the title of “Australia’s Biggest
Loser”.
The licensing programme now includes Hardie Grand for a Biggest Loser: Change
Your Life book, Pursuit Performance for heart rate monitors and pedometers,
Hunter Overseas for a range of fitness products exclusive to Target, Sony BMG
for a workout CD, Crown and Andrews for a Biggest Loser boardgame and
Australian Tour Merchandising for an online shop which launched at the end of
February.
TLA 4
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