COLUMN
Stories from GG’s Toy Box
By Grahame Grassby
Story 18 — Fred Gaffney: Pioneer of Australian Licensing Turns 80
Fred Gaffney, recognized by being both the first inductee into the International Licensing Hall of Fame and the first inductee into the Australian Licensing Hall of Fame, celebrated his 80th birthday on September 27th.
Establishing Gaffney International Licensing in 1977, Fred was instrumental in bringing the licensing business to Australia through his management of brands like Sesame Street, The Smurfs, Marvel, Garfield, Peanuts, Mr Men, Star Wars, Thomas and many many more.
Fred also represented Australian properties like Phar Lap and The Man From Snowy River and was responsible for making the Australian properties Bananas in Pyjamas and The Wiggles big success stories around the world.
Brought up in Beaumaris, Melbourne, Fred started his working career in retail becoming the youngest manager of a Woolworths store, before launching into the toy business at Toltoys in 1969, then working with Croner Toys for 4 years from 1973.
In 1977, Fred pitched for and was appointed to manage the Sesame Street licensing rights in Australia and thus began a career in licensing spanning 50 years.
You have to pick up a bit of baggage over such a long period of time and in Fred’s case a lot of actual baggage.
Fred’s shopping trips were legendary, as Fred and his numerous staff, swarmed through retail store shelves the world over filling up suitcase after suitcase with licensed product samples to be taken back to Australia to show Australian companies new ways to grow their licensed business on products using the brands Fred represented.
After one particular shopping trip in London, Fred famously woke up the CEO of Qantas in the middle of the night at home in bed to complain that the Qantas staff at London’s Heathrow airport were refusing to load on his 30 suitcases of luggage.
“Just this one time Mr Gaffney and never call me again, ever!” , but the bags went on the plane, arriving safely back in Melbourne.
Even on his most recent trip to this year’s Vegas Licensing Show, Fred can be seen on his mobility scooter still taking far too much luggage to the airport.
Happy 80th Birthday Fred – and congratulations on making so much noise over 80 years.
