TOTAL LICENSING AUSTRALIA
tures of Anakin Skywalker, Obi-Wan brand is now the #3 action figure connect with consumers across a
Kenobi, Yoda, Ahsoka Tano, and property in the market, with retail range of demographics. Lego Duplo
other favourite Star Wars char- sales in excess of $15 million at the targets 1-3 years with larger blocks
acters as they struggle against end of 2008. Lego has also experi- for small hands; Lego City appeals to
the dark side during the divi- enced massive success with the Lego 3-6 year olds with themes reflecting
sive, action-packed Clone Star Wars Anakin Jedi Starfighter being every day life such as Airport and Po-
Wars. awarded Licensed Product of the Year lice; and Lego Bionicles skews older
Premiering on Network from Toy & Hobby Retailer Magazine. still, with an epic saga of good versus
Ten in November 2008 in The product range has gone from evil set in a science/fantasy universe.
a Saturday midday times- strength to strength with the all new- Lego Classic is the traditional Lego
lot, Star Wars: The Clone CGI art style guide providing licen- that millions have grown up with
Wars has proved to be sees with the opportunity to create – its appeal is limitless.
a force to be reckoned a whole new line of products for the The iconic brand has
with. A record-break- market. universal awareness
ing 27 million people After more than 30 years, Star - 98% among house-
watched the first three epi- Wars remains one of the holds with children
sodes on Cartoon Network in the most popular and robust under 12. It is
US. Network Ten has enjoyed a simi- properties in entertain- the #1
larly fantastic result, capturing up to ment.
264,000 viewers per episode!
In September 2008, the NPD Group Lego
reported that Star Wars was the #1 Laid end to end, the num-
boys toy property of 2008, and the #1 ber of Lego bricks sold
license overall in toys – outselling all in a year would reach
other licensed toys for boys, girls, and more than five times
preschool kids through the first eight around the world. When
months of the year. children globally spend
Haven Licensing partnered with Net- over five billion hours a year
building construction toy com-
work Ten to create a launch event for playing with Lego, it is safe to say that
pany in Australia. Building on this level
the series. With the support of cata- it must be one of the most fun and
of recognition and appeal, Haven Li-
lyst partners Hasbro, Lego, Warner innovative toys around.
censing is set to launch a versatile and
Bros Home Video, and Activision, a Haven Licensing was excited to be ap-
expansive merchandise program.
Clone Wars-themed weekend was set pointed the licensing agent for Lego
Haven has developed a comprehen-
up on Video Hits to run across their in Australia/New Zealand in 2008, one
sive licensing program that will see a
six hour programme block on the of the first consumer product agents
plethora of product rolling out from
launch weekend. Video Hits was flown to be appointed outside Denmark, the
the second quarter 2009. The strong
to Skywalker Ranch in San Francisco home of Lego.
colours, themes, and designs of the
and filmed behind-the-scenes footage Lego is a brand that knows how to
style guide will inspire some innova-
from the series, inter-
tive product development.
views with the creators
Haven has negotiated a
and voice over artists,
partnership with a leading
game reviews, and some
Australian retailer for the
product plugs! The
Lego program launch mid-
themed weekend, when
year.
aired, also incorporated
The range includes a great
a fantastic competition
variety of categories in-
spot showcasing an ar-
cluding kids apparel, adult
ray of product supplied
underwear and outerwear
by the Clone Wars
(Mercury Brands), wooden
partners. The promo-
playtable, playmats, storage
tion generated a massive
and bags (TGA), stationery,
8000+ entries, which
arts and crafts, electron-
was tagged as a sensa-
ics and role play prod-
tional result by the net-
ucts (Playworks), as well
work.
as plush (NSR). Lego will
Since the toys launched
also be opened up to new
in August 2008, Hasbro
retailers such as gift and
has reported that thethe
specialty.
TLA 32
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