TOTAL LICENSING AUSTRALIA
3, through to tweens and adults avail- fice in late 2006 has enabled the com- Friends has steamed into the hearts
able at retail. Other new category pany to work more closely with Ha- of boys and their families and taught
introductions include bags and back- ven, driving the ongoing profitability them about sharing and caring, the
packs, bedding, homewares, playtents, of Bob the Builder, Thomas & Friends, value of hard work, and of course,
seasonal confectionary, giftware and Angelina Ballerina, Barney and Pingu. having fun!
novelty lines. With a key figurine pro- It facilitates sharing of ideas and prod- In Australia, Thomas is still supported
gram launching in the latter part of uct development innovation as well across all levels of retail with all key
2006, we will continue to play on the as collaboration on marketing and PR retailers devoting dedicated space to
collectability of MMLM and develop opportunities. the No.1 Engine. Thomas and Friends
the hard goods area”. HIT Entertainment airs on ABC Kids and Nickelodeon
is also launching a Jnr and still captures a huge audience.
HIT Entertainment new and improved ABC DVD released a classic box set
In the 12 months since Ha- corporate identity of the first five Thomas & Friends se-
ven Licensing was awarded featuring a striking ries for Christmas 2006 which gener-
Australian representation of new logo which ated very strong sales.
the HIT stable of brands, all will roll out this Several of the 60+ Australian Thomas
have experienced significant year. licensees began working with the My
growth, with Bob the Builder First Thomas style guide in 2006 in-
as the runaway HIT in the Thomas & Friends cluding Zak Australia who have devel-
territory. It seems that lit- Thomas remains the #1 boys pre- oped a gorgeous infant feeding range.
tle Aussie fans just can’t get school toy brand in Australia, with Other new licensees adding to the
enough Bob and his team. 37.5% growth year to date. (Gfk as at already enormous Thomas product
The opening of the HIT En- 4th Feb 07) range include Wotabout with stor-
tertainment Hong Kong of- For the past 62 years, Thomas & age and Playhut with a Thomas Mega
Sesame Workshop in Australia
What are some of the HHFL products you will be
Sesame Street has now been on air in Australia
launching in the Australian market?
for well over 30 years and the brand has an estab-
“Specifically for Australia, the Healthy Habits for Life
lished and highly successful licensing program in
initiative began in 2006 and will continue to roll out
place through Haven. In an interview with Maura
throughout the year. It includes the introduction of
Regan, Vice President and General Manager of
branded fruit and spring waters, fresh produce, such as
Global Licensing, Sesame Workshop, she outlined
fruits, vegetables and eggs and new categories to be an-
some of the new initiatives that will take place in
nounced later this year.”
Australia over the coming seasons.
So, very exciting times ahead. Tell us what Season 37
is all about?
Season 36 saw the launch of Healthy Habits for Life
“Sesame Street has been a groundbreaking series since
(HHFL) which was a tremendous success globally.
we debuted 37 years ago. We still consider every sea-
What is HHFL and why did Sesame get so involved
son as an experiment since we examine and address the
with the HHFL initiative?
evolving challenges that kids face each
“Obesity is a critical health crisis
year. This season goes “back to ba-
facing today’s children, with 10%
sics,” focusing on preparing today’s
of them diagnosed as clinically
preschoolers for their first class-
obese and 30% overweight
room experience. Whether
in the US alone.
the focus is on learning about
From our research, we
emotions; developing task per-
know that Australia has
sistence; learning how to take
similar issues. With impli-
turns, share or how to follow
cations for children ranging
directions; making new friends
from Type 2 Diabetes, heart
or learning how to interact in
disease to a shortened lifes-
a social group; the series’ un-
pan, Sesame Workshop has
derlying goal is to engage and
launched a comprehensive,
educate children of the chal-
multi-year initiative that
lenges they may face as they
aims to help preschool-
enter school. Building on last
ers and their parents live
season’s successful campaign
healthier lives. HHFL utilizes
to help children establish an early
a coalition of partners and an advisory board of
foundation of healthy habits, season 37 will also
health, nutrition, fitness and education experts to develop
include new segments aimed at healthy eating, physical
and distribute multi-media, age-appropriate content tar-
activity and hygiene. In addition, Sesame Street will intro-
geted to preschoolers and their caregivers, empowering
duce a brand-new character, Abby Cadabby, the first new
them with knowledge and positive attitudes about their
female Muppet to join the program in over thirteen years.
bodies”.
Abby, whose catchphrase is “that’s so magic,” is a pink
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