Page 13 - Toy&Hobby Magazine Aug-Oct 2020

MEAGAN: This is a challenging and unprecedented situation but the most important part is that our teams camaraderie, resilience and flexibility is strong and that we are able to pivot to find solutions.
Thanks to the hard work of great partners right through the supply chain, right through to retail, we have managed to mitigate any impacts and keep the product flowing.
With a decisive pivot to digital, we have been able to reimagine several planned campaigns, many performing well ahead of expectations.
For our Star Wars May 4 campaign pre- COVID we were planning major event at multiple sites. On ground events were going
to include Jedi Padawan training, photo opportunities, retail pop up shops, and content on the big screen. Our campaign pivot was focused on ways to ensure our fans were still able to celebrate May 4th via digital activations. These included; the ultimate May 4 activity guide which included arts and crafts, activity sheets and fun recipes, gifting of some of the hottest Star Wars products to local Star Wars fans and influencers; and, we worked with our major retail partners, to share the above assets and more with their customers with dedicated content and landing pages.
Undoubtedly, we are benefitting from some of the tailwinds that go with being
in categories that shoppers are focused on as they look for ways to entertain the family at home.
Our brands are trusted by shoppers and this is an important factor during uncertain times.
What have you learned during this time? MEAGAN: I can't speak for the business, but I have learnt the importance of listening.
There is no expert on navigating a situation like this, so we all learn from each other.
That and the importance of self-care, maintaining appropriate boundaries and prioritising time to recharge.
What are some other key changes that have occurred in the licensing industry? CLAIRE: One of the key changes we’ve seen is how kids and families consume content, with social media playing such an
important role.
Influencers have carved out a new licensing
model and we were very fortunate to have led this trend spearheaded by global phenomenon, JoJo Siwa.
Working with talent in this way has had a significant impact on our business and has
brought the social media platforms to the forefront of everything we do.
MEAGAN: Our streaming service Disney+ has provided a great opportunity for the licensing business.
Our local consumers are able to connect 365 days a year with our franchises and the wonderful storytelling across Disney, Pixar, Marvel, Star Wars and National Geographic.
It’s clear that Disney+ is engaging a broad audience which in turn broadens our product appeal.
The exciting array of original content on Disney+ also creates an incremental product opportunity as consumers look to own product inspired by the new shows.
The Mandalorian is a great example of this. Demonstrated by the huge demand for product featuring The Child!
KERRYN: As the landscape in the licensing industry changes – not just from COVID-19 but the increased appetite for licensed product, we will continue to explore greater opportunities for eCommerce retail partnerships to further expand the reach of our brands as well as seek out even more direct to retail possibilities for our much-treasured and loved brands.
AUGUST / SEPTEMBER / OCTOBER 2020 TOY & HOBBY RETAILER 13