TOTAL LICENSING AUSTRALIA
tions remain as some advertising and extended marketing
of the most success- campaigns. “With all of this support
ful. We are working combined, we witnessed unrivalled sell
on plans for a QSR thru results...product was selling out
promotion in 2008.” in 2-3 weeks. The performance went
The Peanuts program from strength to strength”, said Punch.
has blossomed in the More great sales performance was re-
adult/teen market, corded through 2006, encouraged by
where nostalgic ap- the launch of the show with free-to-
parel is a must-have air TV partner, Nine Network. “It was
for fashionistas. Al- recognised that the initial demand for
lison Griffiths, Business Manager for they are an absolute powerhouse. product had been soaked up and it was
Haven comments, “We are finding And yet again, they have delivered time for Dora to reach more kids via
that retailers are as hungry as ever the goods with probably their hottest commercial TV. Dora launched on the
for vintage brands. Peanuts is a highly property yet - Dora the Explorer.” Nine Network in July last year in the
sought-after part of the vintage mix. Whilst the little Latina star has been 7am Saturday and 7am Sunday times-
We have an edgy program launching on retail shelves in the US market for lots and her ratings have sky-rocketed
in General Pants in early 2007. This over five years, the Australian mer- - 50% higher than the shows previ-
partnership will take Peanuts out of chandise program has just celebrated ously airing at the same time. Dora
the comic section and onto the fash- its first birthday. Having won numerous airs over 30 times a week on Nick Jr,
ion pages.” awards in the US such as Property of and also weekdays on Nickelodeon.
In fact, Europe has already witnessed the Year at the 2006 New York Licens- In addition, the compact stage show
widespread success in fashion, with ing Show (for the 2nd time), Dora has launches in April. When you look at
Peanuts-inspired collections from jumped on the honour list in Oz win- all these tiers of exposure which are
such designers as JC de Castelbajac, ning Toy & Hobby Retailer’s 2006 Li- generating more and more awareness
Iceberg and Cecilia Sorensen. cense of the Year. Punch highlights the for Dora in Australia, she can only
In the US, Peanuts fashion is support- journey to-date. build from here”,
ed at every tier of retail. Macy’s de- “When Dora said Yvonne King.
partment store has been a major sup- originally hit US Now a $75 Million
porter of Peanuts. Snoopy was Macy’s retail, our local plus retail program,
feature plush for Christmas 2006 and partners were there are over 43
was featured on thousands of Macy’ extremely eager dedicated licensees
shopping bags. Also in 2006, youth re- to get started focused on licensed
tailer Urban Outfitters continued its on delivering product that deliver
partnership with Peanuts, releasing product. How- to kids, high qual-
exclusive items for Christmas includ- ever, our market ity play experiences
ing a Linus blanket and Charlie Brown had never re- consistent with the
Christmas tree. ceived product show’s values. With
“We are looking to emulate similar for a property 1,000 SKUs now
exclusive offers here in Australia. They with only pay-tv available, Haven are
provide a great opportunity for retail- exposure. Ap- gearing up for a big
ers to offer their customers some- proximately 27% year in 2007, with
thing different and to highlight of Australian more new product
the attributes of the Peanuts households have and tailored pro-
characters that make them s u b s c r i p t i o n grams for each of
so unique and lovable,” said television and we wanted to ensure the local retail tiers.
Griffiths. the demand was there. The timing had In January, Coles supermarkets rolled
to be spot on. She had a four year run out DVDs, novelty items, shopping
on Nick Jr. before we launched prod- bags and publishing to 620 stores
Nickelodeon uct in October 2005, and this really with Dora units with. April will see
As Nickelodeon’s built a strong local fan base, not only Dora in Australia’s largest home inte-
longest standing through the viewing audience but also riors and craft chain, Spotlight, with a
International licensing through Nick’s other media assets and dedicated area across bedding, home
agent, Haven have expe- extensive on-ground activity, which furnishings, sewing, craft and fab-
rienced many successes Nick Oz are expert in executing.” rics - a first for the retailer. July toy
in the 14 year partnership. The strategy of delaying product roll- sales will also see the introduction
From Blue’s Clues to the peak of Ru- out proved successful and in partner- of the first major themed promo-
grats, Managing Director, Tom Punch, ing with the Coles Myer retail group tion - Dora’s Fairytale Adventures.
is thrilled to be aligned with the li- for an exclusive window, the 2005 With promotions and branded food
censor that continues to deliver ex- launch saw Dora receive unparalled making their debut in 2007, the first
traordinary properties. “As part of support with dedicated concept areas, wave of product from major grocery
the Viacom Group and the resources instore POS, loop tapes, website activ- partner, Pauls, is now hitting grocery
it allows Nickelodeon to tap into, ity, extensive catalogue exposure, TV shelves. “This is our first foray into
TLA 20
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