Smiffys Australia — Market Wrap October 2020

The appeal of licensed costumes to customers is evident with many licensed styles proving popular best sellers for Smiffys. The team are committed to providing on-trend designs, ensuring that individuals can bring the magic of their favoured character to life with realistic and official collections. In-line with this, Smiffys licensing department continues to expand and was recently given a boost when Sharon Poulter took over as head of Marketing and Licensing. Her in-house team is also supported by independent consultant Chris Isitt, who has over 25 years of experience in the licensing industry having previously worked for Rubie’s.

Halloween is Smiffys biggest season as we celebrate all things spooky and spectacular — it’s the biggest time of year for dress-up and make-up accessories for us. In response to this and the desire to bring favoured licensed characters to life, Smiffys have an extensive collection of licensed Halloween designs. Halloween best sellers include the Chucky collection- perfect for a look the whole family can wear with adult, kids, toddler and baby costumes. Smiffys have also created designs for not just movie buffs, but TV series fans too; the Breaking Bad collection has proved to be popular with its realistic appeal to the lead character.


Group dress-up is always popular in Australia, with buck and hen parties and festivals providing the need for group dress-up. Smiffys have seen their licensed Where’s Wally, Grease and Baywatch collections sell well for this style of events as great group themed dress-up everyone can join in on. For the more fashion forward groups, the Clueless collection has proved to be best-seller with its official take on Cher and Dione- perfect for fashion forward duos wanting a look. Keep your eyes peeled for the new , more modern official Mean Girls and Peaky Blinders collections for those wanting all eyes on your groups as you re-create Regina or Mr Shelby for your take on a gang.

Book Week is our biggest season second to Halloween as a firm fixture in the school calendar, it’s one of the largest Children’s events in Australia. Its popularity is growing throughout preschools too, as schools focus on the literacy aspect of the event, dress-up plays an important role in making reading fun for pre-schoolers and school age kids alike. In response to this, Smiffys have created extensions to best-selling licenses, like Top Gun, with toddler costumes and partnered with new licenses to bring the magic of dress-up to life. New for 2020, Smiffys hope to delight your little ones with their new Gruffalo, Zog, The Highway Rat and Stick Man licenses as part of the Julia Donaldson and Axel Scheffler partnership.

This article was originally featured in our October 2020 magazine

Edition 34