Page 8 - Toy & Hobby Magazine NovDec20Jan21_Mag

LICENSING NEWS
FROM INSIDE THE LICENCE
IN BRIEF
◗ VTECH PARTNERS WITH 10 SHAKE
VTech Australia launched its partnership with new kids' channel 10 Shake in the lead-up to Christmas. The business took a lead position on the channel
in the three-month run-up to Christmas. Speaking on the partnership, VTech MD Ed Medica said that the partnership helped the business extend
its marketing programs. "We
see the partnership as a strong extension to our marketing plans, helping drive brand and product awareness during
this key time of year with our core target audience, kids. The combination of a new free to
air channel with an exciting and proven line up of programming provides a whole host of
new eyeballs, allowing us to showcase a selection of new and existing products along with a new brand launch," he said.
Merchantwise teams up with Microsoft for Minecraft
AUSTRALIAN Minecraft fans can engage with the franchise in new ways, after Merchantwise signed a range of local licensing partners for the property. The program, which includes
a range of consumer products and dedicated retail activations, has been developed by Microsoft in conjunction with Merchantwise. To complement global partners such as Lego, Mattel and Harper Collins, Merchantwise has signed six new local partners for the franchise
including Caprice, Hunter Leisure and Impact Merchandise. “Everyone loves Minecraft, and now players can fully immerse themselves in the Minecraft world with some brilliant new merchandise across all leading categories,” said Merchantwise Group CEO, Alan Schauder. “It’s a rare privilege to be working with Mojang, Microsoft and our local partners, helping to take the local Minecraft merchandise program to even greater heights,” he said. ❉
◗ DISNEY REVEALS
11 LOCAL LICENSING WINNERS
Disney Consumer Products ANZ announced the winners
of its 2019 Mousecar Awards in September. The awards recognise Disney’s licensing partners for their work
in bringing the business’ properties to life. This year’s Mousecars were presented
at Disney’s first ever Virtual Consumer Products Kick Off event which ran from 03-04 September. Winners included Caprice, which was named overall licensee of the year, as well as Smiggle, Woolworths, Target, Zing, Headstart, Nestle, B.box, Zak, Mattel
and Scholastic.
8 TOY & HOBBY RETAILER NOVEMBER / DECEMBER / JANUARY 2021
South Australia and Victoria to welcome Lego stores
ALCEON Group and Lego Australia have announced that two Lego Certified stores
are set to open before Christmas. The stores will be located at Highpoint Shopping Centre in Victoria and Westfield Marion in South Australia. Each will showcase the staple Lego Certified Store features such as a Pick-A-Brick Wall, Lego mosaic murals and oversize 3D Lego models. Speaking on the stores, Alceon Group executive director Richard Facioni said that the business is thrilled to launch further
stores across Australia. “Lego Certified Stores are renowned globally for creativity and imagination, as one of the world’s most loved brands meets a custom-built retail concept. We look forward to showcasing the creative potential of the world-famous Lego brick. We are sure local brick fans of all ages will enjoy the many multi-sensory features inside the custom-built Lego retail experience, including brick-built symbols of local landmarks,”
he said. ❉