TOTAL LICENSING AUSTRALIA
All guns blazing at
“There’s never a dull moment at the best of times in the licensing
Nickelodeon
game,” says Haven Managing Director Tom Punch. “It’s been an
The Nickelodeon brand experienced unpar-
interesting year...”
alleled growth in 2008. During the past year,
Like most markets Australia has been battling all sort of chal-
Haven oversaw the successful launch of Nick-
lenges - global financial crunches, retailers closing their books
elodeon Destination point of sale into key
(or their stores) and the Aussie dollar plunging by nearly 40%
retailers, the Dora saves the Mermaids tent-
is making life tough for suppliers. However, the bright spark
pole event, the launch of Go Diego Go! and
through all of this, says Punch, is that strong kids brands,
nearly more than any category, have been holding up well at
Australian retail.
“In the retail environment that we are in, we have to work
harder than ever before to ensure that our brands stay at
the forefront,” says Punch. “The plunging dollar and financial
crisis makes retailers even more conservative, so we are con-
stantly working on new ways to keep brands fresh and in the
forefront of retailers’, and consumers’ minds. But it’s working
so far and our key brands are selling through well. So far so
good! At the moment we have masses of major retail pro-
motions running for nearly all our key brands all throughout
Tom Punch
2009 as the retailers look to drive people into their stores. “Loved
and
and trusted” brands are working, and this is where the retailers are
Yvonne King
spending most of their dollars, but they are also looking to drive cus-
tomers into stores with new opportunities, so they are still open to
trying new brands if you can convince them!
Australia has not been immune to the retail troubles around
the world, and chains such as ADRT with over 300 stores
(owners of Sam’s Warehouse, Go-Lo and Crazy’s) have gone
into receivership in January. However, overall the key chains
of Woolworths (no relation to the UK chain) and the Coles
Group seem to be strong, and trading, so far, is ok”.
“Whatever the environment, we are still aiming to grow all
our brands in 2009,” says Punch. “That’s how we are starting
out the year, and we are going for it. It’s all about giving the
customers a reason to go into stores and buy.”
“We are working hard with the TV networks and film studios
to get the best broadcast, and with our licensees to surround
The Backyardigans into consumer products,
it with terrific products, then our retailers and promotional
and the revival of SpongeBob SquarePants in
companies to make the events fun. We are really lucky that
Australia.
we work with some amazing people and amazing brands, so
Under Haven Licensing’s management, Dora
we have a good head start, but I think 2009 will be where the cream
the Explorer remains the No. 1 licensed pre-
rises to the top”.
school brand for consumer products in Aus-
If you’re not going in all guns blazing, what chance do you have! So it
tralia and New Zealand! Dora’s educational
looks like Haven is having some fun, as usual, and using the market to
and play-focused consumer product program
it’s advantage. Good luck to them!
continues to grow with over 80 licensees
signed, and representation in over 23 cat-
TLA 10
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