Midyear Toy Catalogues to Dominate the Licensing Industry in Australia

Posted by Tony Bugg on July 01, 2015

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Written by Tony Bugg, Managing Director, LIMA Australia – June 30,2015


 Australia is the only country in the world to have a Mid Year Toy Catalogue window. The months of June and July will see licensed toys dominate the retail landscape and it is estimated that some 60 to 80 million dollars at retail sales will be extracted from the market during this period.

Big W led off this frenzy with their Toy Domination 2 catalogue. Big W have assembled some 150 pages of toys, gadgets, entertainment, outdoors and learning products. The vast majority are branded merchandise.

Myer have led with ‘The Big Toy Sale’ and Toys R Us has gone with Super Toy Sale.

K Mart has chosen to “Say No To Boredom’ and stuck to its every day low prices model.

Target will launch their ‘Greatest Toy Sale ever’ on the 22nd of July. Layby is a very strong component of this mid year activation and allows families to put away the bigger boxed items on layby for Xmas.

It is clear that the big winner is without doubt Minions. The front pages of most of these catalogues are laden with offerings from the little yellow characters.

Other high profile brands to resonate include Jurassic World, Turtles, Frozen, Star Wars and of course the Super Hero genre.

The results of this big event will set the tone for the remainder of 2015 and influence trends into 2016. Other categories in the consumer products universe will also take notice and be influenced by what the toy business does.

Based on our research Lego is also a stand out across all retailers with offerings in Star Wars, City, Ninjago, Pirates, Minecraft amongst others. There dominant position is testimony to their single minded and focused plans to engage the market across all touch points.

Stay tuned for the results as part of our next report.

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