TOTAL LICENSING
The Fair features well over announcement of the Industry Awards.
200 exhibitors. In fact, last These recognise design, play value and
year’s event attracted 213 creativity and, over and above catego-
exhibitors including more ries such as Educational Toy of the Year
than 10% first-time ex- or Nursery Product of the year, there
hibitors. In terms of prod- are three specific licensing awards. In
ucts, exhibitors showcase a 2008, the Preschool Licensed product
diverse range including toys, was awarded to Blank Time Igglepiggle
games, hobbies, models, party – In the Night Garden from Hasbro
supplies, jigsaws, kits, gifts, novel- Australia. The Girls’ Licensed Product
ties, sporting goods, nursery prod- Award went to the Hannah Montana
ucts, videos, interactive peripherals, Electric Guitar from Amerge Sales
arts and crafts, playground equipment Management and, in terms of Boys’ Li-
and stationery. censed Products, this was won by Lego
The Australian toys and nursery indus-
In terms of licensing, a number of Aus- Australia for their Lego Star Wars
try is now worth around $1.6 billion a
tralia’s leading
year and growing on both the licensed
licensing com-
and non-licensed product side.
panies take
The results of this growth can be seen
part including
through the continuing success of the
Haven Licens-
Australian Toy Hobby & Nursery Fair,
ing, Merchant-
held annually in Melbourne.
wise, ABC
This year’s event is no exception.
Licensing and
Scheduled to take place at the Mel-
BBC World-
bourne Convention and Exhibition
wide and, on
Centre from Friday 20 to Monday 23
the licensee
March, the event provides a forum in
side, Funtastic,
which manufacturers, distributors, im-
Lego, Hasbro
porters and licensing companies and
and Rubies are
others can promote their products
just a few of
and properties to an average of 7000
the licensees
visitors comprising Australia’s toy,
that take space
hobby, nursery and children’s products
Clone Wars Republic Gunship.
at the event.
retailers and buyers.
In terms of Overall Toy of the Year, this
A highlight of each year’s show is the
was awarded to Funtastic Toys for the
LeapFrog Tag Reading System.
The Fair is owned and operated by the
Australian Toy Association – the inde-
pendent body that represents Austral-
ian industries specialising in products
for children and family leisure. Mem-
bers of the ATA include manufacturers,
distributors, importers, retailers and,
of course, licensors and agents. The
major goals of the ATA are to deliver
information and services that extend
the performance of its industry sec-
tors as they serve the changing needs
of consumers – at individual, national
and international levels.
For more information about the
ATA or the Australian Toy Hobby &
Nursery Fair contact Australian Toy
Association Ltd, 472 William Street,
West Melbourne, VIC 3003.
Tel: +61 3 9320 2600. Fax: +61 3
9320 2622. toyfair@austoy.com.au.
www.toyfair.com.au.
40
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