TOTAL LICENSING AUSTRALIA
vel Heroes, Spider-Man and Friends, tional overlay based on spend thresh- sumer advertising and print, with a
Marvel Comics and theatrical titles. olds to drive incremental sales. niche tie-in of retail, in-school pro-
Haven launched Marvel Heroes (a In Australia, over 900 skus will hit retail motions and other related partners.
boys’ aged 5-12 program, featuring shelves from March 2007 from new Haven’s licensing program will target
all Marvel superheroes and villains) web shooters from Hasbro (master categories toys and games, puzzles, in-
three years ago, with prominent ex- toy) to new spy gear and bug catchers teractive, stationery, calendars/greet-
posure in Myer where the program from Moose Toys, electrical appliances ing cards, posters and promotions/
featured a concept shop in their flag- and ride-on’s from TGA Unlimited. food & beverages.
ship store. Following on from this, Promotionally, Nestle are on board Journey to The Centre of the Earth
Haven launched its first ever Mar- and Hungry Jacks are the major QSR 3D is an exhilarating action-adventure
vel Heroes FMCG promotion with partner for the film. film taking the classic sci-fi novel by
Smiths Chip (salty snacks) where the Jules Verne and combining it with the
Heroes featured on over 40 million New Line Cinema next level of 3D digital animation. The
packs. As Marvel Heroes gained trac- After the US$1.5 billion global success movie releases on July 20th 2007 and
tion in the Australian market, Haven of the Lord of the Rings Trilogy, New is directed by Eric Brevig and stars
launched a marketing campaign with Line Cinemas presents another epic. Brendan Fraser and Josh Hutcherson.
Kmart Australia featuring outdoor The Golden Compass is the movie With the ground breaking special ef-
billboards, press and PR in local chil- adaptation of Phillip Pullman’s popular fects team behind Day After Tomor-
dren magazines focusing on gener- trilogy of novels, ‘His Dark Materials.’ row and Pearl Harbour also onboard,
ating exposure for the characters. In Australia, the series is published it pioneers a new 3D technology that
The adult program, Marvel Com- will be the first of its kind in the world!
ics, has strong partners servicing the
upper end and mid tier market with
men’s and ladies outerwear, sleepwear, MGA Entertainment
underwear, bags, billiard table supplies, The number one fashion doll in Aus-
gaming machines. As Tom Punch ex- tralia, Bratz have had an incredible
plains, “The market is ripe for Marvel’s growth of 234% in just two years.
plethora of old school artwork tar- Over 5.38 million Bratz dolls have
geting adult men and has been sold in Australia to date through
been widely accepted at
by Scholastic who have sold over 10
Funtastic Ltd.
retail. In some cases we’ve
million books worldwide for this se-
Cementing its position as the market
achieved 98% sell through
ries, picking up the prestigious Whit-
leader in dolls, the Bratz brand is com-
on product in 4 weeks’’.
bread Prize and still remaining one
plemented with a full range of licensed
Spider-Man and Friends,
of Scholastic’s best selling back titles.
merchandise including apparel, fashion
Marvel’s preschool spin
Releasing on December 7th, 2007
bags, manchester, publishing, station-
off targeting boys 2-5, will
the Golden Compass is the first of
ery, confectionery and more. With li-
have new artwork and new
the trilogy and tells the story of Lyra
censees across 40 categories at all lev-
characters to be released in
and her adventures where in search
els of retail, Haven forecasts another
2007. The Hasbro product
of a kidnapped friend, embarks on an
outstanding year for Bratz in 2007.
line is fresh and new and
epic quest to save all worlds of a par-
The creative masterminds at MGA
Haven will focus on continu-
allel universe populated by Ice Bears,
maintain their stronghold on the fash-
ing to drive key categories
witches and other magical creatures.
ion doll and licensed merchandise mar-
suitable for this age group.
The movie is directed by Academy
ket in 2007, following up the massive
The Spider-man brand in
award nominee Chris Weitz and
success of Bratz Forever Diamondz
Australia has remained
stars Nicole Kidman as Mrs Coul-
with Bratz Fashion Pixiez. Fashion
one of the most popular
ter, Daniel Craig as Lord Asriel and
Pixiez is the key promotional theme
licensed boys programs. Haven has
introduces Dakota Blue Richards as
for Bratz for first half 2007, and will be
grown the business on average 37%
Lyra. Targeting kids 6- 12 yrs, teens
backed by a CGI animated DVD, origi-
year in, year out since their appoint-
and adults the marketing program
nal music CD and full merchandise
ment as agents in 2000. The program
will focus on online website, con-
program across all categories. There
has maintained position and retail
shelf space and will continue to spin
a web of success in 2007 as the third
installment of the Spider-Man Movie
franchise from Spider-Man Merchan-
dising LP is released in May 2007.
The Australian retail campaigns will
mirror the blockbuster status of the
films and Haven expect the film to
generate an increase of 20% based
on previous film merchandise results.
Each major retailer will have a dedi-
cated POP program, exclusive promo-
TLA 24
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