Wellington, New Zealand – As ITV Studios Global Entertainment (ITVS GE) and Pukeko Pictures continue to build upon the international reach of its highly successful new boys’ property Thunderbirds Are Go, the firms share details of the brand’s success so far in Australia and New Zealand. Since its debut in April on Nine Network’s Go! channel in Australia, Thunderbirds Are Go has consistently drawn large audiences, with each episode attracting over 200,000 viewers.
Thunderbirds Are Go
In New Zealand, following the outstanding ratings for the first 13 episodes, TVNZ began airing the show on Saturday mornings at 7.20am on TV2 from 11 July.
The Thunderbirds Are Go licensing programme is off to a strong start with Planet Fun and HeadStart distributing Vivid Imagination’s master toy line across both territories this summer. The retail debut of the range has been supported by an extensive marketing campaign including TV advertising, POS and cross channel promotional activity. Both markets have been reporting exceptional sales figures so far at all leading toy retailers and independents, with Planet Fun selling out of their initial shipment of the toys in NZ.
Roadshow Entertainment’s DVDs have also seen strong sales in Australia and New Zealand. The launch in Australia was supported by TV campaign, Shopalites posters, online advertising and PR activity in kids’ magazines and on social media channels.
New partners added by licensing agents Merchantwise in Australia and Global Licensing in New Zealand will see the apparel, confectionery and stationery categories expand. In New Zealand, Global Licensing (NZ) has signed Caprice NZ for a line of children’s outwear, sleepwear and underwear whilst Engelite is on board for accessories including headwear, wallets and belts launching at Farmers Department Stores from September 2015.
In Australia, licensing agent Merchantwise has recently announced a raft of new partners for the territory. Kinnerton has been signed as the brand’s confectionery partner and Bensons Trading is producing showbags. Amscan will develop a range of party goods and dress-ups while Impact Posters are on board for posters and canvas prints. Australia Post is releasing a collection of stamps inspired by both the classic and new TV show. From September, mass-market retailer Big W will launch a line of apparel and accessories from recently signed licensees Hot Springs and Vimwood.
In August, publishing products will also be launched into both markets with Hachette unveiling three books inspired by the series including The Official Guide Book, Sticker Activity Book and a Crosscut Book at all major book retailers.
Experiential consumer events are also generating excitement on the ground in the markets. Fans in New Zealand had a chance to meet Thunderbirds Are Go series director, David Scott at Armageddon Wellington. As part of the event, Scott was joined by additional members of the show’s production team for a panel session. Details of plans for Armageddon Auckland in October will also be announced shortly.
“The accelerating success of Thunderbirds Are Go in Australia and New Zealand is testament to the universal appeal of the property. The characters and themes that are captured within the show chime with fans all over the world and it’s fantastic to see the brand going from strength to strength in these markets,” Trudi Hayward SVP Head of Global Merchandise for ITVS GE explains. “We’re committed to harnessing this momentum and strengthening the brand’s international foothold.”
