TOTAL LICENSING AUSTRALIA
SquarePants as the world tion slated for the third quarter it re-
gears up for his 10
th
An- ally does look set to be the year of the
niversary celebrations Sponge!” says Arcadipane.
this year! Last year saw a In 2009 there are more exciting
revival of the SpongeBob brands to join the Nickelodeon stable.
brand, as he relaunched The preschool brand The Wonderpets
in boys and girls apparel, follows the adventures of three class-
games, sporting goods, room pets, Linny the Guinea Pig, Ming-
and plush into major de- Ming Duckling, and Turtle Tuck, who
partment stores. travel around the globe rescuing ani-
“SpongeBob has been mals who need their help. Look out
a consistent favourite for the launch of Mattel’s Wonderpets
amongst Australian and toys, and Haven’s launch of consumer
New Zealand kids,” re- products in the second half of 2009.
ports Arcadipane. “At Haven continue to develop strategic
this year’s Nickelodeon retail marketing plans to ensure that
Kids’ Choice Awards, Nickelodeon holds its place as one
SpongeBob was voted of the hottest licensed brand portfo-
Safari Rescue tentpole, a Dora & Di-
the most favourite Nick lios in this territory. The Haven team
ego Adventure Week, and the launch
cartoon by over 1.2 million kids.” are devoted to growing the brands
of book publishing in both Australia
Developing SpongeBob’s retro appeal, through consumer product launches,
and New Zealand.
Haven has introduced the brand into catalyst partner cross promotional ac-
The Backyardigans are five colourful,
the tween/teen demographic with a tivities, and retail events.
all-singing, and all-dancing friends who
youth retail program including t-shirts, With SpongeBob’s tenth year set to be
meet in their backyard each day to
thongs, belts, bags, and underwear. his biggest ever, Dora & Diego poised
embark on adventures to imaginary
“Tapping into this more mature target to take their adventures even further
worlds. They launched via softlines in
market with SpongeBob’s nostalgic as they join forces, The Backyardigans
Australia in September last year, and
appeal ensures the brand’s longevity. success on FTA TV and Wonderpets
are becoming a core element of the
SpongeBob really has become a glo- sure to follow with an exciting launch,
Nickelodeon offering. The Backyardi-
bal icon in less than a decade,” reports 2009 looks set to be Nickelodeon’s
gans Show draws over 88,000 viewers
Arcadipane. biggest year yet!
per episode on Channel 9, and airs
In New Zealand, SpongeBob’s con-
over 35 times a week on the Nick Jr.
sumer products continue to grow in Sesame Street
Channel - consistently ranking in the
popularity with a best-selling seasonal Known and revered by multiple gen-
top 3 shows. An exclusive launch at
confectionary range,
retail of softlines has seen great re-
and a robust publish-
sults in manchester and sleepwear,
ing program.
and has secured repeat orders for the
Last year saw
popular softlines. With catalyst part-
the launch of the
ners aligned to launch toys, console
SpongeBob Atlantis
games, and CDs - and Haven grow-
SquarePantis event
ing the licensees into new categories
in New Zealand.
- The Backyardigans success is limited
The multi-tiered
only by their vivid imaginations!
two week promo-
Dora, Diego, and The Backyardigans
tion was aligned with
have been making a splash in the Nick
the launch of Atlantis
Block on free-to-air television. The
SquarePantis – The
Nick Block from 6am–7.30am on Sat-
Movie on the Nick-
urday and Sunday mornings has seen
elodeon channel,
ratings surpass any previous results
and featured product
that Channel 9 have had in that times-
launches, meet and
lot. The ratings are up to 80% higher
greets, POS, online
than shows previously screened in this
and on-air promo-
timeslot - this is evidence of the popu-
tional drivers.
larity of Nick’s preschool properties,
“With SpongeBob
and bodes well for growth and future
launching on FTA TV
success of the Nick Jr. brands in 2009
early in 2009, and
and beyond!
with a QSR promo-
Hype is building around SpongeBob
TLA 14
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