TOTAL LICENSING AUSTRALIA
FMCG for Dora and what a fabulous ter ices continue to be top sellers bal box office sales; the leading video
category to kick off with for her pre- through out grocery and we are also series of all time with 180 million cop-
schooler fans. Yoghurts are first off very excited to announce our part- ies sold worldwide and the #1 film li-
the bat, with heavy support planned nership with Batlow Apples whereby censing franchise of all time with USD
throughout the year. We are confi- SpongeBob will appear across ev- $12 billion in retail sales worldwide.
dent the sell-through will soar”, said erything fresh produce has to offer.” The release of Star Wars Episode III
Director of Promotions/FMCG, Rita Promotions are not only working with Revenge of the Sith in 2005 sparked
Viola. Australia is set to see more SpongeBob but also across an assort- a new level of interest in the brand.
of Dora in this market sector, ment of Nickelodeon properties. It was the highest grossing film of the
with negotiations under way “The power of Nick as a banner year and the biggest year ever for Star
for major promotional brand, combined with the wide Wars merchandise. In addition, it was
and FMCG activity scope of shows it has targeting kids the leading entertainment license and
this year and in 2008. 7 to 12 years, have resulted in tri- boys toy line of the year and the number
With extensive umphs for grocery and QSR pro- one movie-based video game franchise.
TV exposure, grams”, explained Viola. “September The Next Major Star Wars Event. Not
key partner ac- last year saw KFC launch a kids meal just a video-game, this is the next can’t
tivity and retail with DVD premium giveaway and miss Star Wars experience. Activision
programs, Dora a consumer promotion, which was are releasing the interactive Star Wars
will continue to their second most successful ever. 2007 game which is set between Epi-
resonate with both Ferrero rolled out more Nickelodeon sodes III-1V and is the next chapter in
pre-schoolers and their Nutella and yoghurts from Nestle hit the Star Wars saga. It will be the first
parents in Oz. Tom Punch sums it shelves, both in January this year. We time a video game has been supported
up in saying, “It is quite simple with also have a major QSR promotion with a licensing programme including
Dora…she is an adventurer, she is lined up for the second half of 2007 a toy line from Hasbro. The marketing
real and she speaks to the kids. This and there’s more SpongeBob, Jimmy and PR activity surrounding the game
is what makes it work and she will Neutron, Rugrats, Avatar, Wild Thorn- sees the launch treated more like a
continue to touch the hearts of all”. berries and Danny Phantom to come!” movie. The PR campaign launched in
A perennial Australian favourite, With over 1.4 million visitors per year, February and the estimated marketing
SpongeBob Squarepants soaks up Dreamworld and its patrons cannot spend is in excess of $25 million glo-
sales amongst kids and teens alike. As get enough of Nickelodeon. Austra- bally. Looking ahead, Star Wars will be
Nickelodeon Oz’s flagship show they lia’s largest specialty events venue al- an animated television in 2008 and a
are continuing to build on activity with ready has the Nick Central kids zone live-action television series in 2009.
SpongeBob this year. “The compact which has 16 rides and attractions.
stage show will launch, along with live Opened just in time for the summer
arena shows playing key locations na- 06/07 season, WhiteWater World by
tionwide in July. The SpongeBob maga- Dreamworld is the first major new
zine went on shelf in January from theme park in Australia in 14 years.
Otter Press, and the market will see WhiteWater World features the Nick-
new issues on a quarterly basis, along elodeon Pipeline Plunge, which is filled
with a Nickelodeon magazine. We with over 140 interactive water ac-
are working to tie-in our key retail- tivities including water sprays, geysers
ers and licensees, with these new and and blaster cannons. Nick fans can run
exciting programs,” said Yvonne King. wild on four flume waterslides or chill
Haven continues to have a field out under the massive Pipeline bucket,
day in promotions and FMCG, with which dumps over 1,000 litres of wa-
Viola, noting that partners and their ter on guests and back into the splash
customers are completely ‘sponge- pools below. “A great partnership for
struck’. “In the last two years, every li- Nickelodeon and another sensational
censee we have worked with has seen platform supporting the franchise in
great results. We have clients such as Australia. Where to from here? We
Ferrero, whose Nutella promotion in can only go up!” said Tom Punch.
early 2006 was
Marvel
a huge success Star Wars
The Marvel portfolio continues to
and as a result Star Wars has become one of the
grow under Haven Licensing’s direc-
they have signed strongest and most successful en-
tion. According to Tom Punch, “The
again launching tertainment brands in history. It
business has grown 450% over the
the first ever li- has a heritage that stretches back
past five years’’. Haven attributes this
censed Kinder over 30 years and a brand equity
success to their key retail relation-
Surprise in Aus- that gets stronger with every film.
ships and retail programs across Mar-
tralia, on shelves Three decades later, Star Wars remains
vel’s key brands. Haven are respon-
this month. Now the number one entertainment prop-
sible for the merchandise rights on
in their fifth year, erty in the world; the #1 movie series
all Marvel properties in Australia and
SpongeBob wa- of all time achieving US$4.2 billion glo-
New Zealand for Spider-Man, Mar-
TLA 22
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