"Turn To Warp Speed. We´re Australian"

[This article was prepared for Total Licensing, a London-based all digital industry magazine for the global toys and merchandising industry. It was timed for the 2007 Australian Toy, Hobby and Nursey Fair at the Melbourne Exhibition Centre 23-27 March 2007.]

CHARACTER LICENSING AND MERCHANDISING in Australia will continue in 2007 to rely on elements that have worked in recent history.

Players will continue to license toys, clothing and other products that have a history of working abroad or locally. But there are a number of key challenges on the horizon for licensors and merchandisers.

What will continue to work will be prominent use of well-known names, logos, images and brands protected by trade mark registrations, typically connected with a character, personality, musical group or highly engaging and promoted new entrant.