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Auckland Zoo Gets Branded

Auckland Zoo is to enter into a brand licensing and merchandising agreement with TVNZ Enterprises, a division of Television New Zealand.

The agreement, recently approved by the Zoo Enterprise Board, aims to significantly increase the profile of the Zoo through licensing the Zoo brand for use on a wide range of products.

The agreement follows discussions between Auckland City, Auckland Zoo, and TVNZ Enterprises.

The increasing popularity of Auckland Zoo and the hugely successful television series The Zoo, produced by Greenstone Pictures (now filming a fourth series) are closely linked, and benefits to both brands have been strong.

“We have chosen TVNZ Enterprises because they have a proven track record with major brands, and obviously strong links already with the Zoo through the television programme. They also have an unrivalled ability and resource through which to promote some of these products,” says Auckland Zoo Director Stephen Standley.

“Our first priority is to develop a brand manual and trademark protection. TVNZ will be handling all negotiations with product manufacturers for use of the Zoo’s brand.
Through this national brand will evolve sub-brands that will feature some of our well-known animal personalities.”

The range of products is likely to include children’s books, videos and DVDs, soft toys, games, clothing, houseware, souvenir goods, stationery, postcards and calendars. On-pack product promotions are also a possibility.

“We are thrilled that we have this unique opportunity to help build and realise the value from the Auckland Zoo brands”, explains TVNZ Enterprises General Manager, Roger Masters.

“The launch of the licensing program, coinciding with the self management of the souvenir shop will enable the Zoo to present licensed products that complement their vision of conservation, education, research and recreation. Auckland Zoo sponsors will also have greater opportunities to maximise their association with off site promotional activities.”

Outlets stocking Zoo branded products will range from mass market chains to tourism shops, department stores and book stores, as well as the Zoo’s own souvenir shop, which will be managed in-house from 1 July this year.

TVNZ Enterprises manages the New Zealand licensing programs for major US studios as well as NZ Netball, NZ Basketball and Team New Zealand. This encompasses brands as diverse as The Simpsons, Barney, Blues Clues, Hi 5 and Vodafone Silver Ferns.


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