TOTAL LICENSING AUSTRALIA
date. sunglasses, optical frames, and bump
Sesame Street’s buddies. These new categories have
Healthy Habits opened up new retail channels such
for Life program as pharmacy, optometrists and opti-
(HHFL) contin- cal outlets, as well as other specialty
ues to experience retailers. Markezic says. “Generations
strong results, of Australian kids have grown up with
and is a favourite Sesame Street. With such wide ap-
brand amongst peal, the merchandise opportunities
children and par- are endless!”
ents. Products
currently available The Fairies
under this brand- The Fairies is all new in 2009! Haven
ing include eggs, Licensing has named this hot property
baby wipes, lunch as one of the brands with the biggest
bags, yoghurts, and upside potential this year. The Fairies
sunscreen. New is unique in that it is the only fairies
categories this year brand with an on-screen TV presence.
erations, Sesame Street continues to
include Johnson & This live-action musical series for pre-
educate and entertain, keeping up to
Johnson Sesame toothbrushes, and schoolers explores Fairyland through
date with current trends and issues,
shaped cheese. 2009 also sees HHFL play, adventure, magic, friends, singing,
and providing a vast scope for licens-
teaming up with a new partner, Brum- dancing, and plenty of fan-fairy-tastic
ing across many categories and retail
by’s (RFG), a leading bakery chain with fun.
tiers.
over 300 stores across Australia. As The 7 Network will premiere Series 3
Elmo’s tour in July 2008 took him
of April, Brumby’s will run a four week, of the hit TV show in Australia in May
across the east coast of Australia gen-
premium-based promotion encourag- 2009, with a second broadcast from
erating over $9 million of PR activity in
ing children to eat wholegrain breads. October 2009. Nick Jr. Australia also
just 10 days. Mattel unveiled Elmo Live
This is being supported with a national maintains their support of The Fairies,
in October, Sesame Street’s very own
TV and radio campaign. With such with Series 3 debuting in December
walking, talking living doll. He literally
momentum behind the program, Sesa- 2009. Nick Jr. Australia will continue
walked off shelves and into retail his-
me Street’s HHFL will definitely be fin- to broadcast Series 2 and Specials up
tory by becoming the best selling toy
ishing the year on a high note – and lit- until their Series 3 launch.
of the year. Mattel has also focussed
erally too, as Qantas introduces HHFL Series 3 has also been licensed to
on an Abby Cadabby toy line, with her
Kids Kit on all international Qantas Nick Jr 2 UK, with Bejuba! Entertain-
very own feature “Learn to Fly Abby”
flights from fourth quarter 2009. ment appointed as the international
releasing last January.
Business Manager Diana Markezic says TV distribution company for The Fair-
In 2009, new licensee Headstart will
that Haven is still signing new product ies. Furthermore, work has begun on
release a unique reversible pillow
categories for Sesame Street, including international formats for European
head – turn Elmo inside out and he
becomes Cookie Monster. Licensees
TGA and MJM are focused on ‘green’
education, turning children’s atten-
tions to the environment. A leading
Australian retailer is supporting this
initiative with ranges of green-themed
toys, apparel, and sleepwear. Publish-
ing and DVD titles on the topic will
also be released in the second half of
2009.
The first ever Australian Sesame Street
Magazine was launched in January by
Yarra Media, targeting preschoolers
and their parents, and a bi-lingual Ses-
ame Street publishing program is on
the cards for late 2009. Madman En-
tertainment, who signed on as Sesame
Street’s DVD partner less than year
ago, has sold in over 80,000 units to
TLA 16
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