Australian Geographic (AG) may be a name you recognise from your childhood. Whether you recall your parents reading a copy of the Australian Geographic magazine — “the Journal” as its affectionately known in-house — or buying gifts and toys at Australian Geographic shops, there’s widespread love and affection for the brand that stretches back to the days when Australian entrepreneur Dick Smith founded the company in 1986.
Grounded in trusted and award-winning storytelling that celebrates the natural world and human endeavour, Australian Geographic brings together a broad and inclusive community of passionate and environmentally conscious global citizens. It’s dedicated to inspiring a genuine love and care for Australia — our nature, our people, our places, our culture. It captures the spirit and essence of Australia, sharing engaging and entertaining stories with purpose and impact for readers of every age.
AG is proudly Australian and independently owned, with a forward-thinking approach and a strong belief that media can be a force for good in the world. Committed to making a positive impact and creating real and lasting change, Australian Geographic focuses on authentic storytelling and awe-inspiring images that also harness a sense of exploration and adventure to help focus on protecting and promoting our natural environment.
The AG group is further enhanced by its other print publication Australian Geographic Adventure, which showcases adventure in all its forms, with exceptional writing and photography, as well as exciting on-line videos and expert gear tests. From long-distance treks and paddling epics, through to wild mountain biking, spectacular road trips and mighty feats of climbing and exploration, this title is a go-to destination for all lovers of the Aussie outdoors.
In addition to this, AG also boasts its own travel arm, Australian Geographic Travel, which creates off-the-beaten track itineraries and delivers sustainable travel experiences. It offers carefully created tours, inviting authentic connections with locals, ethical interactions with wildlife and hands-on participation in local conservation projects.
Also part of the AG family, the Australian Geographic Society is a not-for-profit dedicated to supporting conservation and natural heritage projects and scientific endeavours.
In today’s modern world, audiences are seeking purposeful brands that align with their values. As the impacts of climate change and biodiversity loss increase, audiences and consumers want to align with brands that care for our country and environment.
As an influential brand, AG believes it has a responsibility to inform our supporters and help empower them to protect all things that are special about Australia for future generations.
As the world continues to evolve so too does AG. This is particularly evident in the magazine’s cover, which has developed from the illustrated images of the 1980s to the modern-day digital video on-line covers. The quality of the story hasn’t changed but how we tell it has. AG remains relevant and modern across print and digital media, with more than 2 million followers across social channels, film and television products, brand partnerships, and live events and experiences, as well as retail and consumer products that round out our many offerings.
The AG licensing program currently contains a small niche stable of licensees, with a focus on Kids STEM and adult gifting ranges, as well as manufacturing seasonal products and in-house book publishing. The publishing program has created a range of titles across a variety of topics. Such titles include the amazingly popular Australia’s Best 100 Walks and Silo Art titles, as well as the Deadly Science series, which has recently been chosen as an English Stage 2 text by the NSW Department of Education.
Current licensees include Ultimatum, which produces tech gadgets/gifts and has had continued success in Australia Post and Pharmacy, Book and Gift distribution channels. A number of licensees are also exhibiting at the 2024 Toy Fair. Modern Brands Toy license includes a fantastic mix of educational toys, with its wooden toy range resonating with all consumers young and old. U.Games’s Science Kits provide an amazing range of informative toys but is also exceptional value for money. Artico’s scratch map products also speak to the explorative side of the Australian Geographic consumer.
The program also features a centrally managed eCommerce platform that features a wide and varied mix of licensed product, as well as non-licensed products, offering consumers a wide selection of gifts, toys, puzzles, books and more for kids and adults alike… perfect for the adventurers and explorers.
A retail partnership with QBD Bookstores sees dedicated “shop in shop, store within a store” formats in locations across the country, which goes hand in hand with key retail sales and product ranging in other major retailers such as Australia Post.
Following a recent in-depth brand and marketing review Australian Geographic has developed a fully philanthropic business model, with all profits donated back to nature through the Australian Geographic Society. This is a core value and is a key message that is central to all areas of the business. The focus of giving back to both community and country, is something that has really resonated with current licensees (as well prospective new licensees), retailers and our audience — whether that be a 16yr old on TikTok or a 60yr old magazine subscriber.
As part of this review, refreshed brand style guidelines have been created that highlight how our passion for, and celebration of, all elements of Australian life and environment, and detail how we spread this knowledge throughout the country and around the world.
This is echoed across everything we do, from our licensed product ranges to the live events we stage, to the digital and social content we create and share, traversing young and old demographics.
With a 40th Anniversary on the horizon, in 2026, Australian Geographic will continue to grow and develop new opportunities, including some ranges focusing on this important anniversary milestone and other key topics such as endangered species, and will be expanding new licensed categories in 2024 and beyond.
For more information on these properties, product availability and licensing opportunities please contact:
Tom Bates at Australian Geographic Licensing — tbates [@] australiangeographic.com
This article originally appeared in Edition 47 of The Bugg Report Magazine
