TOTAL LICENSING AUSTRALIA
2006 proved to be a benchmark Haven’s office graphics were featured soft drinks and the likes) moved away
year for Haven Licensing, and 2007 in the Powerhouse Museum’s annual from marketing directly to kids, and
is shaping up even better. Widely “In Your Face” exhibition - a show- with that, away from licenses,” she
recognised as one of the leading case of excellence in Australian design. explained. “We were put in a position
licensing agencies in Australia A huge hit with everyone is the where we had to refocus and redi-
Haven is powering into its 14th new collectible business cards (set rect our efforts to a new generation
year in better shape than ever. of 10!) which have gotten a few of partners that would provide a bet-
The company relocated to new gasps of admiration not to men- ter fit within the current climate and
premises in February 2006 and Man- tion a few giggles along the way. trend toward promoting healthier food
aging Director, Tom Punch is thrilled “It’s incredible what a positive impact choices. It took a lot of groundwork
with the result. “Finally I feel like the new premises has had on not and educating new partners, but it paid
we’ve really raised the bar in terms only staff morale, but general pro- off, and we are excited to be launching
of operations. We spent ages look- ductivity. We are geared to the hilt our first ever licensed eggs with the
ing for a building that was the right with techno-wiring, functional spaces, Sesame Street brand this year. These
fit to accommodate our tremendous and room to spare for the PD team are special kids size eggs laid by spe-
growth over the past few years and who crank through incredible vol- cial little chickens (or something like
were thrilled to find big old ware- umes of samples and artwork. We’re that… our Promo Manager knows the
house space (formerly occupied by now looking to replicate this style in technicalities!!!) In addition, we part-
Sydney’s Gay and Lesbian Mardis Gras Melbourne where we plan to expand nered with Pura Milk to launch their
Management Committee and prior our existing interstate operations.” first vitamin enhanced Kids Milk with
to that known as a key venue for il- From a business perspective, life a Charlotte’s Web tie-in at the end
legal dance parties) which we gutted has never looked brighter for of last year and special lunchbox size
and renovated from top to bottom.” Haven. Comments Punch, “We are Springwater with Sesame Street, new
And Haven couldn’t be happier with in a rock solid position with a tight Simpsons and Bratz branded flavored
the result. Director, Yvonne King portfolio of blue chip brands, which waters, which contains 80% less sugar
comments, “We really feel like these really solidifies our position at retail than other brands, and a new range of
premises are reflective of our business and allows us to plan way out for healthier wholegrain muesli bars fea-
and our identity as a whole. We make permanent concept areas to show- turing a Spongebob Squarepants.”
a career of advising other companies case our brands for the long term.”
on marketing and brand image, so it King noted Haven’s Food & Promo-
Twentieth Century Fox
was high time our premises and our tions underwent a major refocus in
Licensing and Merchandising
logo through to our letterhead set a 2006. “The obesity issue really moved
A major property in the Haven port-
benchmark by example.” In fact, so to the forefront of media atten-
folio is, of course, The Simpsons. The
innovative was the design tion last year and a lot of our tra-
world’s most recognizable family, The
concept created by ditional partners
Simpsons are true cultural icons loved
Deuce Designs, (snackfoods, QSR,
by an extremely loyal and dedicated
fan base around the globe..
Capturing fans of all ages,
the television series main-
tains its position as the #1
show in its time slot on Net-
work Ten!
The Simpsons is set for its big-
gest and most exciting year yet
as the most loved dysfunctional
family will hit the big screen in
2007! Releasing worldwide on
TLA 10
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