Catalysts of Success for Growing Licenses in Australia — Shared Traits and Diverse Appeal

The intricate dynamics of the entertainment licensing industry have come to the forefront as BrandTrends Group, the pioneering force in brand performance monitoring, unveils a captivating analysis that offers unique insights into the shifting preferences of today’s young consumers.

In the ever-changing world of brand marketing, the Australian licensing market stands as a prime example of a thriving and competitive ecosystem. This dynamic industry is driven by a multitude of factors, where brand awareness, demographic segmentation, and the unrelenting pursuit of expansion weave together to create a landscape that demands both strategic finesse and creative ingenuity.

Australia, a land known for its diverse and enthusiastic consumer base, presents a unique playground for entertainment brands vying for attention. With a population of over 5 million children aged up to 14, the market is a testament to the power of entertainment in capturing the hearts and minds of the young generation. These children, collectively familiar with a staggering 242 entertainment brands, illustrate the vast exposure and intense brand competition within the market.

Upon closer examination, it becomes evident that the Australian licensing market is a well-structured arena, defined by a mosaic of brand awareness across various demographics. This segmentation is exemplified by the fact that each demographic displays familiarity with approximately 52 out of the 242 brands. This segmentation extends further to reveal a distinct gender divide, as brands cater to the preferences of boys, girls, younger children, and older children. However, while the market’s organization is evident, only around 32% of all brands manage to achieve a foothold in both the boys’ and girls’ segments, showcasing the inherent fragmentation of the market.

At the forefront of this dynamic landscape, the top-performing brands continue to assert their dominance. Unwavering in their positions, the top four brands hold their ground, led by the Australian sensation, Bluey (“Good on ya, mate”). With a remarkable 12.6% share and a gain of 1.8 points, Bluey’s success resonates across the nation. Trailing closely behind are iconic names like LEGO and the internationally renowned Barbie. Notably, the digital realm’s influence is apparent as Roblox claims its spot in the top four, boasting an 8.8% share after a notable 2-point gain.

Brand Trends

While the top contenders maintain their positions, the remaining top 15 brands have not been immune to market fluctuations. A consequence of this is the decline experienced by most brands within this tier, except for the steadfast preschool favorites—The Wiggles and Peppa Pig.

Intriguingly, the key growth drivers within the Australian licensing market emerge from diverse domains, including video games, entertainment, media, and toys. Though varied in their offerings and target audiences, commonalities and themes weave through these brands, contributing to their growth trajectories:

  • Global Recognition: Brands with international acclaim are positioned to capture a larger share of the market due to their established reputations and universal appeal.
  • Pop Culture Impact: The brands that align with current pop culture trends resonate more strongly with audiences, riding the waves of zeitgeist and relevance.
  • Multimedia Presence: Embracing various forms of media, from digital platforms to traditional broadcasts, enhances brand visibility and engagement.
  • Nostalgia and Longevity: Brands that evoke nostalgia and have stood the test of time find favor among both new and returning audiences, tapping into a sense of familiarity and fondness.
  • Diverse Audience Appeal: Brands that cater to a broad spectrum of demographics, transcending age and gender, demonstrate an ability to capture the attention of a wider consumer base.

In this ever-evolving landscape, the prevalence of streaming sources like Netflix and YouTube, alongside traditional TV channels, reinforces their role as essential destinations for young viewers. The enduring popularity of these platforms underscores their status as the starting point for young consumers, who embark on their entertainment journeys by selecting their favorite shows from these avenues.

And when it comes to the adult market, superheroes and TV shows take the forefront. Marvel undeniably stands as the front runner in a notably diverse array of favored entertainment brands. Nevertheless, it’s noteworthy that streaming platforms and TV channels play a comparatively smaller role as destinations for adults, as depicted in the table below.

Brand Trends

Unique Influences and Shared Preferences: A Comparison of the Australia-UK Entertainment Markets

Australia’s distinct market features “Bluey”, an Australian animated series, as a standout brand with a remarkable 12.6% share, reflecting a strong affinity (and pride) for local content. The Australian market displays a diverse mix of brands that cater to various age groups and interests, reflecting the nation’s eclectic consumer preferences.

The UK’s dominance by Marvel at 12.9% and emphasis on British icons like Harry Potter and Peppa Pig highlights a preference for global superhero franchises as well as the influence of British creations that have achieved international acclaim, symbolizing the UK’s cultural impact on the entertainment industry.

So, to succeed in the dynamic and competitive Australian licensing market, Australian manufacturers should consider the following strategies:

Embrace Local Identity: Create products that celebrate Australian culture and resonate with the local audience, building a strong emotional connection.
Collaborate Creatively: Partner with local content creators, events, and iconic brands to craft unique and compelling products.
Diverse Appeal: Design offerings for various age groups and preferences, acknowledging the segmented consumer base.
Stay Relevant: Keep up with pop culture trends, embrace digital platforms, and innovate to maintain consumer engagement.
Prioritize Sustainability: Adopt eco-friendly practices, demonstrating social responsibility and appealing to environmentally conscious consumers.

With a keen understanding of the nuanced dynamics within the Australian licensing market, players in this market can chart a course that harnesses the power of brand awareness, demographic segmentation, and the pursuit of growth to create impactful strategies that resonate with the hearts and minds of the young generation. As this dynamic landscape continues to evolve, the key to success lies in embracing innovation while staying attuned to the ever-changing preferences of Australia’s audience.


The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.

This article is also featured in Edition 45 of The Bugg Report Magazine