TOTAL LICENSING AUSTRALIA
holidays. The program was a re- released in February. New licensees
sounding success and future include Engelite, who have created a
events are under discussion. gorgeous range of fashion accesso-
Staying with themed ries.
events, on n October October 4th 4th In addition, Haven Licensing is work-
in Melbourne and Oc- ing on a PR partnership with The Aus-
tober 8th in Sydney tralian Ballet as well as licensed ballet
Haven, along with classes where budding young balleri-
ABC/Roadshow, nas can be inspired by their dancing
presented a red hero whilst gaining accreditation.
carpet launch event Headstrong, passionate and deter-
Grief!,” “happiness is a warm puppy,”
for the release of mined, Angelina Ballerina is a role
“security blanket”) that have become
the Built To Be Wild model for all little girls and aspiring
part of the Australian – indeed global
DVD to increase performers..
– vocabulary.
exposure and create
Peanuts has had a consistent presence
excitement for the Barney
in the Australian market for over 50
brand. Attending the The Promotechnics live Barney show
years. Few brands can boost such a
hugely successful events wowed audiences in 2006 with ticket
long running history. Uzma Farman,
were competition win- sales in excess of 25,000. Merchandise
Manager of International Licensing at
ners, licensees, retail part- sales at the shows were fantastic, with
United Media commented, “Charles
ners, celebrities and media mums snapping up toys fot little fans
Schulz brings the lovable group of
partners. The voice of Bob the of the purple dinosaur. With Barney
characters to life with great wit and
Builder, Neil Morrissey, also visited broadcast on Channel 9, Toys R Us
humour. There is still nothing quite
Australia to coincide with the red continues to be the key supporter of
like a Peanuts comic. Its themes and
carpet events and undertook several the Barney Fisher Price range.
stories are as relevant today as they
days of publicity, generating almost $1
were fifty years ago.”
million worth of PR. Pingu
Tom Punch, Managing Director of
On the product side, there are more In a year of penguin mania, Haven
Haven Licensing agrees with Farman,
than 40 Australian Bob the Builder intends to ride the wave with an un-
commenting that “Generations of Aus-
licensees, with new partners jumping derground PR campaign to promote
tralians have grown up with Snoopy,
on board. In 2007, Haven Licensing Pingu. Pingu stars in a unique film
Charlie Brown and the Peanuts gang.
will continue to capitalise clip for UK dance band Eskimo Disco
We have a connection to Peanuts
on this success, maximis- which stayed at number one on UK
that we carry with us throughout our
ing category exploitation video hits TV and was a smash hit on
lives. Once you fall in love with this
and supporting licensees Youtube. Capitalising on this ground-
enchanting group, you never lose your
through an ongoing PR cam- swell, Pingu is set to be a rising star
affection for them.” This lifelong love
paign, meet and greet ap- in 2007.
affair has led the Peanuts merchandise
pearances, promotions and Check out the Pingu clip www.youtube.
program to huge success. As Punch
competitions. com/watch?v=h7RcqRmB11Q
explains, “The program has achieved
Significantly, Bob the Builder
some great successes over the years.
has begun a program of
Recent promotions with both Hungry
appearances at hardware Peanuts
Jacks and MacDonald’s were sell-outs
retailer Bunnings, leverag- Peanuts, one of the most
and hold the honour of being
ing the obvious synergy be- beloved entertain-
one of the most success-
tween two. There are more ment brands of all
ful promotions in Aus-
than 144 Bunnings Ware- time, is a unique
tralia for both chains.”
house stores in Australia force across nu-
“We have executed
and New Zealand, plus 70 smaller for- merous forms of
many QSR promo-
mat stores. media – newspa-
tions in Australia over
per, television, DVD,
the years with many
Angelina Ballerina books and online. Peanuts
properties including
Everyone’s favourite dancing mouse boasts an indelible and
blockbuster mov-
Angelina Ballerina continues to capi- enduring cast of char-
ies”, explained
talise on her growing success and acters including Snoopy,
Rita Viola, Di-
popularity. With the launch of an ap- Linus, Lucy and Good
rector of Pro-
parel range at Target in late 2006, the Ol’ Charlie Brown. Over
motions at Haven.
mass market rollout has begun. 18,000 comic strips celebrate
“For a promotion
Penguin Books Australia continues numerous themes (holidays,
to sell out consum-
to experience strong sales of the school days, sports), count-
ers have to have a
publishing range which boasts more less poses (Lucy holding the
strong affinity to
than 35 titles and ABC DVD will re- football, Snoopy lying on top
the property. It’s a
lease several new titles this year, the of his doghouse), and well-
tribute to Snoopy
first of which ‘Angelina’s Surprise’ was known expressions (“Good
that these promo-
TLA 18
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